IMPACT OF DIGITAL MEDIA ON BUYING BEHAVIOUR

Abstract

In today's consumer-oriented industry, customer purchasing habits are evolving at a rapid pace. Consumer behaviour varies depending on the goods, price, features, quality, packaging, purchasing behaviour, status, generation, and age of the buyer, among other factors. Youth, on the other hand, is the most difficult group to communicate with. The changing preferences of today's youth influence purchasing patterns with trends and fashion. As a result, marketers spend crores of rupees and a disproportionate amount of time on marketing research each year in order to detect and predict shifting young behaviour. In order to entice clients, new technologies are emerging in the industry.Smart phones have become necessary for coping with the changing dynamics of the market and society as a whole. Because of the reasonable pricing offered by several cellphone operators, it is now possible for anyone to connect to the internet. Because of its simplicity of use, the internet is being used by the younger generations for a variety of purposes, particularly acquiring goods and services. Today, every business uses digital marketing to acquire customers, particularly the younger population. According to a forecast published in Economics, India's internet users are predicted to reach 627 million by the end of 2020. Because of internet marketing, a new shopping idea known as off-the-shop retailing has emerged in the market. Now, digital channels have presented numerous hurdles to retail marketers. The current generation is more interested in online shopping than in traditional purchasing. Due to the pressure of the younger generation's purchasing behaviour, marketers are compelled to create new ways of selling. Customers utilise the web not just to shop for items online, but also to compare costs, product features, and after-sales service options. Aside from the enormous potential of the E-business industry, the web offers a unique chance for businesses to reach out to existing and future clients more efficiently. Myntra, Flipkart Snapdeal, Amazon.com, and eBay are some of the most popular digital selling enterprises in India. Information, ease of use, satisfaction, security, and correct use of available information to compare different products are the five primary elements that determine consumer views of digital shopping.