A STUDY OF THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR

Abstract

Technological advancements, the rise of the internet and development of Web 2.0 has enabled the interconnectivity of consumers to increase. As a result consumer behavior has changed and organisations needed to understand the impact of digital marketing on the consumer decision making process. The research study analysed the impact of digital marketing on consumer Conversion/Sales and Influence of Gender impact on Consumer Behavior and also Demographic impact on Consumer Behavior. Research Methodology will be exploratory research using primary research using questionnaire. The research is to understand the impact of decision making on conversion or sales of the product and Gender impact like is there any preference in Male or female and which age group is influenced the most. Analysis will be done with the help of SPSS to understand if there is any impact. To understand the impact we are taking Dedit Card as our Product in financial Services. Due to these shifts in technology and consumer behavior need to develop marketing strategies that reach out to consumers at moments that most influence their decisions.