Author(s): Sony Varghese
The motive of this study is to survey the impact of digital marketing on customers' purchasing habits. It investigates the impact of demographics such as age, gender, education, and income, as well as the influence of social media and the ease with which consumers can access the internet, on consumer purchasing behavior. The findings confirmed the hypothesis that there is a significant difference between demographic factors (age, income, gender, education) and consumer buying behaviour. Also, that ease of use of internet significantly impacts consumer buying behaviour. Influence of social media positively impacts the consumer buying behaviour. The practical implications of the study is to create awareness about the impact of digital marketing on consumer buying behaviour. It will serve as a guiding tool to organizations who wish to market their products via different online channels. Consumer behaviour research is crucial because it enables businesses to better understand the factors affecting consumer decisions. They can fill in the holes in the market and determine what is needed and what is no longer needed by looking at how individuals make purchases.