This study examined the impact of digital marketing on consumer purchasing behavior in India. It found that the majority of respondents were influenced by digital marketing to shop online. Most used Instagram and Facebook. Advertisements were commonly seen on Facebook and Instagram. Consumers typically purchase electronics, medicines, clothing, and books digitally. Reviews and convenience were the biggest factors impacting purchasing decisions. The findings support that digital marketing gains traffic and Indians engage heavily with social media platforms.

1. A STUDY ON THE IMPACT OF
DIGITAL MARKETING ON
CONSUMER PURCHASING
BEHAVIOUR IN INDIA
BY:
SAI VIKRANTH
B009

2. DIGITAL MARKETING
 According to Investopedia “Digital marketing is the use of the
internet, mobile devices, social media, search engines, and other
channels to reach consumers”
 Digital Marketing is a modern way of marketing
 More than 500 million internet users in India
 studies show that an average India spends 4.4 hours in a day on
the internet while using their laptops, personal computers
 The smartphone penetration in the country is also on the rise and
using their smart devices they spend nearly 3.1 hours on an
average on the internet

3. .
 Cost effective
 Enables to reach large number of people
 Saves time
 Cheap when compared to brick and mortar stores
 24/7 service
 Variety of products

4. COMPANIES IN INDIA USING DIGITAL
MARKETING FOR COMPETITIVE ADVANTAGE
 Nestle's Every Day was facing threat from liquid milk in North-
East. It has taken help of Facebook. Its teams created a three-
second cinema graph- an image with some moving shots. It
targeted women age 21 and above. The result was five percentage
point increase in purchase intent and 14 point increase in ad
recall.

5. .
 Zomato engages with the audience by posting on currently
trending topics. The brand understood the audience’s nature.
Hence, it promotes content which makes users share it, comment
on it and view it again and again. It utilises trendy topics and
posts simple images in order to interact with viewers online.

6. .
 Kotak Mahindra came out with #ItsNotYourFault , a campaign
highlighting the importance of riders when purchasing a life
insurance policy .Kotak Mahindra through this campaign wanted
to drive awareness of life insurance for the benefit of riders.
Driving through an emotional approach, the campaign was
implemented through video series that displayed micro tales of
how people fall victim to an accident without being at fault.

7. FACTORS AFFECTING CONSUMER
PURCHASING/BUYING BEHAVIOUR
 COST FACTORS :As sub factor Price of product and offerings
to customers (Discounts and Other) are closely related actually
related to the cost of product to the customer. It is a very
important factor which influences online behavior.
 CONVENIENCE FACTORS :Convenience of shopping
without going out, saving valuable time and getting detailed
product information and on screen comparison between available
Options are three sub factors. They all are concerned with the
overall convenience and a better shopping experience with a
customer, so they are grouped together and named as a
convenience factor.

8. .
 PRODUCT ASSURANCE: Availability of a wide variety of
brands and range to choose from and assurance of quality are
concerned with the product, so they are clubbed together in one
group and named product assurance.
 SELLER VISIBILITY : Awareness about the presence of the
seller and information related to offers by advertisement are
related to seller introduction. Both sub factors are grouped
together and given named seller visibility.

9. OBJECTIVES OF THE STUDY
 To study the awareness of digital marketing
 To analyze the influence of digital marketing in purchase decision
 To determine the influence of efficient digital marketing on the
regularity of visits to sites

10. RESEARCH METHODOLOGY
 A. Research Design
The researcher used sampling technique to obtain data. The study
carried out with both primary and secondary data. The primary data
was collected through structured questionnaire from samples of 50
respondents from the all over India [25-offline ,25-online] . The
samples have been considered by using non-probability technique
(convenient sampling method) was validated and took it for further
analysis. secondary data is also being collected from articles,
journals etc. The quantitative methodology has also been used.

11. .
 B. Area of the Study
For this study the respondents are randomly selected irrespective of their
income,state,age etc...
 C. Research Approach
For this study, survey method is used for collecting data, respondents are
requested to fill the questionnaire by self after explaining the various
aspects mentioned in it and data collected by meeting in person also in
case of offline. It contained both open and closed ended questions in a
structured format.
 D. Sampling Technique and Sample Size
The sample size of 50 was taken for the purpose of conducting pilot
study to find “Impact of Digital Marketing on Consumer Purchasing
behaviour in India”.

12. FINDINGS
 It has been found that majority of the respondents i.e., 84 percent
in case of online survey and 64% in case of offline of them got
influenced by “Digital Marketing” and opted for online shopping
due to many reasons.
Yes No
Particulars No.of Respondents Percentage
Yes 16 64%
No 09 36%

13. .
 Which social media channel/platform do you use the most ?
It has been found that majority of the respondents use instagram [40
percent] which is one of the most trending platform with huge user base,
Facebook [28%],LinkedIn[16%],Twitter[08%], Others[08%] .
Facebook Instagram LinkedIn Twitter Others

14. .
 OFFLINE RESPONSES
Particulars No. of Respondents Percentage
Facebook 10 40%
Twitter 02 08%
LinkedIn 05 20%
Instagram 07 28%
Others 01 04%
Total 25 100

15. .
 In which social media channel/platform do you find most of the
advertisements?
It has been found that the 48 percent of the total respondents witnessed
many advertisements in FB , 32 percent in Instagram, 12 percent in
other digital platforms, 4 percent in Twitter and 4 percent in LinkedIn.
Instagram Facebook LinkedIn Twitter Others

16. .
 OFFLINE RESPONSES
Particulars No. of Respondents Percentage
Facebook 07 28%
Twitter 01 04%
LinkedIn 02 08%
Instagram 12 48%
Others 03 12%

17. .
 What kind of products do you purchase mostly using digital
channels/platforms ?
It has been found that majority of the respondents prefer to purchase
electronic goods i.e., 28% , Medicines [24%], Clothing[20%],
Cosmetics [08%], Books [12%], Jewellery [ 08%].
Electronics Jewellery Books Clothing
Medicines Clothing Cosmetics

18. .
 OFFLINE RESPONSES
Particulars No. of Respondents
Electronic goods 07
Books 04
Clothing 08
Cosmetics 00
Medicines 03
Jewellery 02
Others 01
Total 25
Percentage
28%
16%
32%
00%
12%
18%
04%
100%

19. .
 Do you visit websites by clicking on their advertisements if
advertisements are concise,attractive with promos,offers?
It has been found that majority of the respondents i.e., 68 percent out
of the total respondents visit websites by clicking on their respective
advertisements which stimulates them to find out information with
promos, offers, attractive info on advertisments etc.. .
Yes No

20. .
 OFFLINE RESPONSES
Particulars No. of Respondents Percentage
Yes 14 56%
No 11 44%

21. . What are the factors or elements influenced your buying decisions the
most?
It has been found that majority of the respondents are influenced because
of convenience factor mostly [36% of the respondents] as they can
purchase any good without going out, by saving valuable time and getting
detailed product information and on screen comparison between available
Options are three sub factors, Reviews [28%] as these days word of mouth
publicity or marketing playing key role in influencing buyers , Price
[24%], Others [12%] .
Convenience Factor Cost Factor Reviews Others

22. .
 OFFLINE RESPONSES
Particulars No. of Respondents Percentage
Convenience 07 28%
Cost Factors[
promos,offers etc]
05 20%
Reviews 10 40%
Other Factors 03 12%

23. CONCLUSION
 The findings support the fact that many Indians are very much
engaged with social media platforms such as Facebook,
Instagram etc..
 It has also been found most of the Customers are satisfied with
the products purchased through Digital Channel.
 It has found that efficient digital marketing with attractive
advertisments gained incredible traffic for sites.