Paper Details

With digital marketing's introduction, businesses have got a more interactive, personalized, and effective advertisement area, whereby customers engage with ads, something impossible in the older era. Since the Internet, the use of smart phones, social networking sites and e-commerce have taken off, their impact on the consumer purchase decision making process clearly has changed the consumer buying attitude both in urban and semi-urban areas of India. In the present study it is analyzed that how digital marketing affects consumer buying behaviour of Nanded district with special reference to the Nanded district. One of the purposes would be research and the choice of the digital marketing channels most effective to increase consumer purchases as well as an analysis of the con-text of Consumer Preference in digital marketing channels. Primary data was gathered from the consumers of Nanded District and Secondary data was gathered from the journals, book, web & published reports using a structured questionnaire. Data gathered were analysed using percentages, mean, correlation and regression analysis. The results suggest that through social media marketing, web ads, customer reviews, e-mail marketing, and by having an influencer campaign, people make their purchase decisions that are influenced. Convenience, trust, perceived value and promotional offers also were determined as drivers of online purchasing. If you would like your customers to engage more, foster brand loyalty and make your business competitive on the market, your business can't ignore the study results that say that digital marketing is an essential. Finally, the findings of the study provided the inputs to the marketers, business organizations and policymakers to design the appropriate electronic marketing strategy for Nanded District market consumers.

Digital Marketing, Consumer Buying Behavior, Social Media Marketing, Online Advertising, Purchase Decision, E-commerce, Consumer Preferences, Nanded District.