Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
The study examined the effects of digital marketing on consumer behaviour in selected states in
Nigeria. The sample for the study is made up of 378 purposively selected consumers and marketers in the study.
The data for the study was obtained using a structured questionnaire. Inferential statistics such as multiple
regression among others
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...inventionjournals
The study examined the influence of efficient online marketing, effective communication, and on-time delivery on the regularity of visits and consumer patronage of the three selected online stores in Owerri, Imo State. It was guided by six research questions and six hypotheses. The sample size was 300 respondents two sets of structured questionnaire were used for data collection. Mean statistics was used to analyze the responses of the research questions, while Z-test analysis was applied to test the hypotheses for this study. A Statistical Package for Social Sciences (SPSS) software was used to analyse the data. The findings of the study showed that online marketing is a viable marketing communication channel which has significant effect on the regularity of visits and consumer patronage of online stores. Based on the findings, it was recommended that companies should ascribe to market their goods and services via online shopping stores and/or develop and launch indigenous websites where customers can make purchases. For further testing of the impact of shopping websites on behaviour of electronic devices buyers, further studies should replicate the theory and methodology used in this study, with other products and websites.
A Study on the Impact of Social Media Marketing on Consumer Behaviorijtsrd
The fastest and developed, adoption of social media on consumer behavior provides different new things of new marketing on a new product. Todays the internet, social media has been taken the status of high growth of every firm growth and these technology changes ways of doing business in their business world. Social media marketing for every organization, firms can adopt their own technology to advertising their products. In this research, we can assess the impact of social media marketing on consumer behavior towards buying a product or marketing a decision to buy a new product. While social media marketing also assess the impact a promotion marketing and door to door marketing. In this study totally 250 questionnaires were distributed among the colleges students and got back responses from 200questionnaire only. The research used convenient simple random sampling method. Researcher were used statistical tools such as Multiple regression analysis, ANOVA, Chi Square test, and Simple Percentage Analysis and interpret the analysis finally results shows that the positive impact on the social media marketing on consumer behavior. Mr. S. Ganesan | Mr. M. Suresh "A Study on the Impact of Social Media Marketing on Consumer Behavior" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-3 , April 2020, URL: https://www.ijtsrd.com/papers/ijtsrd30487.pdf Paper Url :https://www.ijtsrd.com/management/marketing/30487/a-study-on-the-impact-of-social-media-marketing-on-consumer-behavior/mr-s-ganesan
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...inventionjournals
The study examined the influence of efficient online marketing, effective communication, and on-time delivery on the regularity of visits and consumer patronage of the three selected online stores in Owerri, Imo State. It was guided by six research questions and six hypotheses. The sample size was 300 respondents two sets of structured questionnaire were used for data collection. Mean statistics was used to analyze the responses of the research questions, while Z-test analysis was applied to test the hypotheses for this study. A Statistical Package for Social Sciences (SPSS) software was used to analyse the data. The findings of the study showed that online marketing is a viable marketing communication channel which has significant effect on the regularity of visits and consumer patronage of online stores. Based on the findings, it was recommended that companies should ascribe to market their goods and services via online shopping stores and/or develop and launch indigenous websites where customers can make purchases. For further testing of the impact of shopping websites on behaviour of electronic devices buyers, further studies should replicate the theory and methodology used in this study, with other products and websites
To Understand the Eco-System in Digital Media Marketing.Saurabh Giratkar
Title of the Dissertation Report is “To Understand the ecosystem of digital media marketing” and Objectives of the Dissertation are to understand the change in consumer buying behavior in digital era. Methodology used for achieving these objectives is a exploratory research. For achieving the objective, I have done one research using an online questionnaire. The title for the research is “Understand the consumer buying behaviour of Indian in digital era”.
Main findings of this Dissertation are given here. Indian customers are highly information seekers. They collect more information about a product before buying it. Internet penetration in India is key player for this phenomenon. Most of Indians are getting stimulus through advertisements, but they are not reaching to end phase of customers purchase journey, mainly in high involvement purchases. Brands are getting more touch point to reach their target group in this digital era. More details about findings are given this report.
The successful completion of this Dissertation indicates that the future of marketing is in the hands of digital. I conclude my research by quoting again that “Brands can’t sustain without digital presence”
Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience to take or continue to take some action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering. Advertising is defined by Richard F. Taflinger as “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
The study examined the effects of digital marketing on consumer behaviour in selected states in
Nigeria. The sample for the study is made up of 378 purposively selected consumers and marketers in the study.
The data for the study was obtained using a structured questionnaire. Inferential statistics such as multiple
regression among others
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...inventionjournals
The study examined the influence of efficient online marketing, effective communication, and on-time delivery on the regularity of visits and consumer patronage of the three selected online stores in Owerri, Imo State. It was guided by six research questions and six hypotheses. The sample size was 300 respondents two sets of structured questionnaire were used for data collection. Mean statistics was used to analyze the responses of the research questions, while Z-test analysis was applied to test the hypotheses for this study. A Statistical Package for Social Sciences (SPSS) software was used to analyse the data. The findings of the study showed that online marketing is a viable marketing communication channel which has significant effect on the regularity of visits and consumer patronage of online stores. Based on the findings, it was recommended that companies should ascribe to market their goods and services via online shopping stores and/or develop and launch indigenous websites where customers can make purchases. For further testing of the impact of shopping websites on behaviour of electronic devices buyers, further studies should replicate the theory and methodology used in this study, with other products and websites.
A Study on the Impact of Social Media Marketing on Consumer Behaviorijtsrd
The fastest and developed, adoption of social media on consumer behavior provides different new things of new marketing on a new product. Todays the internet, social media has been taken the status of high growth of every firm growth and these technology changes ways of doing business in their business world. Social media marketing for every organization, firms can adopt their own technology to advertising their products. In this research, we can assess the impact of social media marketing on consumer behavior towards buying a product or marketing a decision to buy a new product. While social media marketing also assess the impact a promotion marketing and door to door marketing. In this study totally 250 questionnaires were distributed among the colleges students and got back responses from 200questionnaire only. The research used convenient simple random sampling method. Researcher were used statistical tools such as Multiple regression analysis, ANOVA, Chi Square test, and Simple Percentage Analysis and interpret the analysis finally results shows that the positive impact on the social media marketing on consumer behavior. Mr. S. Ganesan | Mr. M. Suresh "A Study on the Impact of Social Media Marketing on Consumer Behavior" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-3 , April 2020, URL: https://www.ijtsrd.com/papers/ijtsrd30487.pdf Paper Url :https://www.ijtsrd.com/management/marketing/30487/a-study-on-the-impact-of-social-media-marketing-on-consumer-behavior/mr-s-ganesan
Effects of Online Marketing on the Behaviour of Consumers in Selected Online ...inventionjournals
The study examined the influence of efficient online marketing, effective communication, and on-time delivery on the regularity of visits and consumer patronage of the three selected online stores in Owerri, Imo State. It was guided by six research questions and six hypotheses. The sample size was 300 respondents two sets of structured questionnaire were used for data collection. Mean statistics was used to analyze the responses of the research questions, while Z-test analysis was applied to test the hypotheses for this study. A Statistical Package for Social Sciences (SPSS) software was used to analyse the data. The findings of the study showed that online marketing is a viable marketing communication channel which has significant effect on the regularity of visits and consumer patronage of online stores. Based on the findings, it was recommended that companies should ascribe to market their goods and services via online shopping stores and/or develop and launch indigenous websites where customers can make purchases. For further testing of the impact of shopping websites on behaviour of electronic devices buyers, further studies should replicate the theory and methodology used in this study, with other products and websites
To Understand the Eco-System in Digital Media Marketing.Saurabh Giratkar
Title of the Dissertation Report is “To Understand the ecosystem of digital media marketing” and Objectives of the Dissertation are to understand the change in consumer buying behavior in digital era. Methodology used for achieving these objectives is a exploratory research. For achieving the objective, I have done one research using an online questionnaire. The title for the research is “Understand the consumer buying behaviour of Indian in digital era”.
Main findings of this Dissertation are given here. Indian customers are highly information seekers. They collect more information about a product before buying it. Internet penetration in India is key player for this phenomenon. Most of Indians are getting stimulus through advertisements, but they are not reaching to end phase of customers purchase journey, mainly in high involvement purchases. Brands are getting more touch point to reach their target group in this digital era. More details about findings are given this report.
The successful completion of this Dissertation indicates that the future of marketing is in the hands of digital. I conclude my research by quoting again that “Brands can’t sustain without digital presence”
Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience to take or continue to take some action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering. Advertising is defined by Richard F. Taflinger as “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."
A research study on the aspects of purchasing behaviour by Nasseth Nilar and Chrishankar Janathanan.
Research focuses on Telecommunication operator: Dialog Plc in Sri Lanka.
The study is to analyse the digital marketing techniques used by the customers with respect to construction industry. The study is done in order to gain knowledge about the utility of digital marketing in construction industry and to identify how effectively it can be used. The researcher circulated the questionnaire among the general public. The most preferred digital marketing technique in construction industry is found to be social media marketing. In future marketing agents of construction industry need to develop advertisements to be posted in social media websites.
The Impact of Social Media Marketing Activities on Consumer Purchase Intentio...ijtsrd
Marketing is an important part of a companys management in order to achieve success in meeting company goals. The purpose of this research is to determine The Impact of Social Media Marketing Activities on Consumer Purchase Intention Case of Facebook Live Streaming. The study was carried out with a total sample of 205 respondents using a convenient sampling technique. Quantitative surveys were used to collect data based on social media activities SMMA model constructs. The data were analysed using multiple regression analysis. It has been found that all social media marketing activities variables have a significant impact on Purchase Intention. Perceived Trust is the best predictors followed by eWord of Mouth eWOM , Entertainment, and Interactivity, respectively. The finding will help e commercial live streamers to be aware that although live streaming provides entertainment and interactivities to the audience as the engagement outcomes, trust and eWOM are the top influencing factors for consumers intention to purchase. Sompoach Jakwatanaham | Bordin Phayaphrom | Wasutida Nurittamont "The Impact of Social Media Marketing Activities on Consumer Purchase Intention: Case of Facebook Live Streaming" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-3 , April 2022, URL: https://www.ijtsrd.com/papers/ijtsrd49592.pdf Paper URL: https://www.ijtsrd.com/management/marketing/49592/the-impact-of-social-media-marketing-activities-on-consumer-purchase-intention-case-of-facebook-live-streaming/sompoach-jakwatanaham
A Study on Customer Statisfication on Digital Marketingijtsrd
During different time era's different methods of communications has developed and changed the everyday life. Social media has become the way of communication in the 21st century, enabling us to express our thoughts, ideas and feelings in a complete new way. This way of communication have also had a huge impact on corporations, where they have realized that without a proper plan and social media strategy they have no chance to stand out in the rapidly changing digital space. To ensure a successful presence on social media the companies need to take different marketing theories into consideration so that they can boost their brand in diverse aspects. If this can be combined with innovative ways of consumer interaction the companies have a good chance to take the lead in social media marketing. Ms. G. Swarnalatha | Anusha "A Study on Customer Statisfication on Digital Marketing" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-6 , October 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29276.pdf Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/29276/a-study-on-customer-statisfication-on-digital-marketing/ms-g-swarnalatha
Effect of Online Advertisement In Online Shoppingalexkm123
a project study on effect of online advertisements in online shopping.
How online ads helps online business to make it more effective and reachable by customers.
People's Awareness Towards Digital marketingArchish Kamli
The slide contains the information about Digital Marketing, various components of Digital Marketing, and the survey information, that how much people are aware of Digital Marketing. This information may help small businesses to start up their business online.
A research study on the aspects of purchasing behaviour by Nasseth Nilar and Chrishankar Janathanan.
Research focuses on Telecommunication operator: Dialog Plc in Sri Lanka.
The study is to analyse the digital marketing techniques used by the customers with respect to construction industry. The study is done in order to gain knowledge about the utility of digital marketing in construction industry and to identify how effectively it can be used. The researcher circulated the questionnaire among the general public. The most preferred digital marketing technique in construction industry is found to be social media marketing. In future marketing agents of construction industry need to develop advertisements to be posted in social media websites.
The Impact of Social Media Marketing Activities on Consumer Purchase Intentio...ijtsrd
Marketing is an important part of a companys management in order to achieve success in meeting company goals. The purpose of this research is to determine The Impact of Social Media Marketing Activities on Consumer Purchase Intention Case of Facebook Live Streaming. The study was carried out with a total sample of 205 respondents using a convenient sampling technique. Quantitative surveys were used to collect data based on social media activities SMMA model constructs. The data were analysed using multiple regression analysis. It has been found that all social media marketing activities variables have a significant impact on Purchase Intention. Perceived Trust is the best predictors followed by eWord of Mouth eWOM , Entertainment, and Interactivity, respectively. The finding will help e commercial live streamers to be aware that although live streaming provides entertainment and interactivities to the audience as the engagement outcomes, trust and eWOM are the top influencing factors for consumers intention to purchase. Sompoach Jakwatanaham | Bordin Phayaphrom | Wasutida Nurittamont "The Impact of Social Media Marketing Activities on Consumer Purchase Intention: Case of Facebook Live Streaming" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-3 , April 2022, URL: https://www.ijtsrd.com/papers/ijtsrd49592.pdf Paper URL: https://www.ijtsrd.com/management/marketing/49592/the-impact-of-social-media-marketing-activities-on-consumer-purchase-intention-case-of-facebook-live-streaming/sompoach-jakwatanaham
A Study on Customer Statisfication on Digital Marketingijtsrd
During different time era's different methods of communications has developed and changed the everyday life. Social media has become the way of communication in the 21st century, enabling us to express our thoughts, ideas and feelings in a complete new way. This way of communication have also had a huge impact on corporations, where they have realized that without a proper plan and social media strategy they have no chance to stand out in the rapidly changing digital space. To ensure a successful presence on social media the companies need to take different marketing theories into consideration so that they can boost their brand in diverse aspects. If this can be combined with innovative ways of consumer interaction the companies have a good chance to take the lead in social media marketing. Ms. G. Swarnalatha | Anusha "A Study on Customer Statisfication on Digital Marketing" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-6 , October 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29276.pdf Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/29276/a-study-on-customer-statisfication-on-digital-marketing/ms-g-swarnalatha
Effect of Online Advertisement In Online Shoppingalexkm123
a project study on effect of online advertisements in online shopping.
How online ads helps online business to make it more effective and reachable by customers.
People's Awareness Towards Digital marketingArchish Kamli
The slide contains the information about Digital Marketing, various components of Digital Marketing, and the survey information, that how much people are aware of Digital Marketing. This information may help small businesses to start up their business online.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
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How to Make a Field invisible in Odoo 17Celine George
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Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
2024.06.01 Introducing a competency framework for languag learning materials ...
A Study On Impact Of Digital Marketing In Customer Purchase Decision In Trichy
1. IJIRST –International Journal for Innovative Research in Science & Technology| Volume 2 | Issue 10 | March 2016
ISSN (online): 2349-6010
All rights reserved by www.ijirst.org 332
A Study on Impact of Digital Marketing in
Customer Purchase Decision in Trichy
Mrs. K.R. Mahalaxmi P. Ranjith
Faculty Member P.G Student
Department of Management Studies Department of Management Studies
Anna University (BIT Campus), Tiruchirappalli, Tamil Nadu,
India
Anna University (BIT Campus), Tiruchirappalli, Tamil Nadu,
India
Abstract
The aim of the study is to examine the implication of digital marketing in consumer purchase decision and to find out that the
consumers are aware of digital marketing and the digital channels influence in their purchase decision. The study is carried out
through survey from50 respondents. The results of the survey are analyzed using chi square test. The findings revealed that
customers are aware of digital marketing and they prefer to by electronic and shopping goods through digital channels in their
purchase behaviour. The study is performed in a particular geographical area and this may be considered as a limitation to judge
the purchase decisions of all customers of various regions. As the world moving towards digital era, the digital channels plays vital
role in increase of sales of any firm’s products. So the present study made an attempt to reveal the impact of digital marketing on
customer purchase decision.
Keywords: Customer Purchase Behavior, Digital Channels, Digital Marketing
________________________________________________________________________________________________________
I. INTRODUCTION
American Marketing Association defined marketing is the motion, set of association and processes for create, communicate, deliver
and exchange aid that have value for customers, clients, allies, and society at large. Throughout the history, it has always been
important to market the product to its audience and it’s the best way to get the brand name out and make sales. Though promotion
can be made through many ways, but it’s necessary to satisfy the objectives of the organization by minimize the expenses. Digital
marketing is the way to satisfy.
Chaffey (2012) The application of the internet and related digital technologies in combination with conventional communication
to accomplish marketing objectives
Digital marketing is the use of the channels in order to reach the desired target market via some of the following channels social
media, websites, multimedia advertising, online search engine advertisement, E-marketing, interactive marketing (polls, game
adds, mobile marketing)
Digital marketing has been considered a new form of marketing and provided new opportunities for companies to do businesses.
Marketing activities conducted via digital channels enable advertisers to directly communicate with potential customers in a rapid
velocity and regardless the geographical location. Digital marketing has been recently referred as one of the best means to cut
through the mess and interact directly with the consumer. Hence, with the trend toward direct, one‐to‐one marketing, additional
attention is being paid to the use of the digital channels as a means of effectively advertising to consumers. While considering
digital channels, the recent development is mobile marketing. Indian mobile market is one of the fastest growing markets due to
the increase in the number of middle-income consumers, and is forecasted to attain millions of users in the upcoming decade. Thus,
research on digital channel advertising would impact greatly on the way business is done. The development and widespread use of
internet technologies have transformed the way society communicates both in their daily and professional life. One of the for the
most part important indicator of this transformation is emergence of new communication tools. New communication tools
emerging with the development of technologies are called “digital marketing”. When we talk about digital channels, what comes
to intellect are Facebook, Twitter, Instagram and similar social networks that are used online and virtual platforms like web sites,
micro blogs and search engines. With the advent of new communication to customers with digital channels, already available
communication tools are now fetching to be called as “traditional communication tools”. Traditional communication tools are
printed (journals, newspapers etc.), visual (television, cinema etc.) and audio (radio) communication tools.
II. LITERATURE REVIEW
Thirty papers considered for literature review to gain knowledge about digital marketing, from that 10 papers eliminated from
consideration due to insufficient information for the concern study.Elisabeta loanals et al., (2014) studied the impact of social
media on consumer behviour with116 respondents through structured questionnaire. His findings revealed that social media has
impacton behaviour changes of consumers. Antoine camarre et al.,(2012) discussed in his rticle about the future direction of mobile
marketing in various areas.(Roger strom et al.,) discussed that mobile marketing can increase value for consumers and also
2. A Study on Impact of Digital Marketing in Customer Purchase Decision in Trichy
(IJIRST/ Volume 2 / Issue 10 / 063)
All rights reserved by www.ijirst.org 333
retailers.Basheer et al.,(2010)examined the impact of SMS advertisingon consumer attitude and purchase intentions.His findings
revealed that there exist a positive relationship between perceived usefulness of advertisement and purchase intention.Sadia Afzal
et al.,(2015) discussed in his paper the impact of online and conventional advertisement on consumer buying behaviour of branded
garments results revealed that quality, design, content of advertisement, loyalty of consumer towards brand and previous buying
experience of consumer are significant factors which influence consumer buying behviour.Joseph omotoya et al.,(2009) studied
swithching cost and its relationship with customer retention, loyalty and satisfication and foud that swiching cost has significant
effect on customer retention.Fusun CIZMECI et al., (2015) investigated the impact of digital marketing tools on brand awareness
gneration among housing companies.Under this study theoritical framework was drawn for usage of trends in digital marketing.
Based on the review made its apparent that there is a chane in trend of the shoppin behaviour of the consumers because of the
emergence of digital marketing . hence the study focus towards measuring the awarness level of consumers about digital marketing
and the impat of the dgital channels on their purchase decision. The study also made an attempt to examine the preference of digital
channels by the consumers based on product types.
Objectives of The Study
To study the awareness of digital marketing in Trichy consumers.
To analyze the influence of digital marketing in purchase decision.
To know about the kind of products bought by utilizing digital channels.
To analyze the impact of digital marketing in purchase decision.
Scope of The Study
The suggestion from the study is based on the responses given by the consumers in a specific area. This study will be helpful in
getting an insight into the impact of digital marketing in customer buying decision.
III. RESEARCH METHODOLOGY
Research Design
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 specified area. 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 tool used to analyze the data is chi-square test
Research Model
Fig. 2: Research model
The research design clearly examines the impact of digital marketing in the customer buying decision. The study mainly focused
to examine the intension of the customers to make utilize of the digital marketing channels in their buying decision and also to
analyses that what kind of products that they should buy make use of digital marketing more preferably.
Area of the Study
For this study the respondents are randomly selected in the Trichy city.
3. A Study on Impact of Digital Marketing in Customer Purchase Decision in Trichy
(IJIRST/ Volume 2 / Issue 10 / 063)
All rights reserved by www.ijirst.org 334
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. It contained both open and closed ended questions in a structured format.
Sampling Technique and Sample Size
The sample size of 50 was taken for the purpose of conducting pilot study to find the respondent makes use of digital channel to
buy products
Data Usage
For analysis and interpretation, the data collected through questionnaire are only taken into the consideration and it is analyzed by
using chi-square test
Research Instrument
Data was collected through structured questionnaire by using non comparative scaling technique likert scaling is used in the
questionnaire. It has been classified into two parts explain the awareness of digital marketing and it influences over the customer
buying decision the impact of digital marketing can be studied through analyzing the collected data. Secondary data were collected
Journal, Case Studies, web sites, E-book, etc.
IV. ANALYSIS AND INTERPRETATION
S.No Question Options 1 Res 2 Res 3 Res 4 Res 5 Res 6 Res 7 Res 8 Res 9 Res 10Res 11Res 12Res 13Res 14Res 15Res 16Res 17Res 18Res 19Res 20Res 21Res 22Res 23Res 24Res 25 total percentage
20 or below 0
21-25 1 2 3 4 5 6 7 8 9 10 11 12 13 14 14 0.56 56
26-30 1 1 0.04 4
31-35 1 2 3 3 0.12 12
36and above 1 2 3 4 5 6 6 0.24 24
male 1 2 3 4 5 6 7 8 9 10 11 12 13 13 0.52 52
female 1 2 3 4 5 6 7 8 9 10 11 11 0.44 44
Graduation 1 1 0.04 4
Post-graduation 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 15 0.6 60
phd 1 2 3 4 5 6 7 7 0.28 28
Others 1 1 0.04 4
Business people 1 2 3 3 0.12 12
Proffessionals 1 2 3 4 5 6 7 8 9 9 0.36 36
Students 1 2 3 4 5 5 0.2 20
Others 1 2 3 4 5 6 7 7 0.28 28
<10,000 1 2 3 4 5 6 7 8 9 9 0.36 36
10,000-20,000 1 2 3 4 5 5 0.2 20
20,000-30,000 1 1 0.04 4
>30000 1 2 3 4 5 6 7 8 9 9 0.36 36
6
Whichof the following
digital channel do you
aware of? Social media 1 2 3 4 5 6 7 8 9 10 10 0.4 40
websites/blogs 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 19 0.76 76
multimedia advertising 1 2 3 4 5 6 6 0.24 24
E-mail 1 2 3 4 5 5 0.2 20
others 1 2 3 4 5 5 0.2 20
7
From whichof the digital
channels,you bought
products? Social media 1 2 3 3 0.12 12
websites/blogs 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 18 0.72 72
multimedia advertising 1 1 0.04 4
E-mail 1 2 2 0.08 8
others 1 2 3 4 4 0.16 16
8
which digital channel
influences you more to
buy? Social media 1 2 2 0.08 8
websites/blogs 1 2 3 4 5 6 7 8 9 10 11 12 13 13 14 15 0.6 60
multimedia advertising 1 2 3 3 0.12 12
E-mail 1 2 2 0.08 8
others 1 2 3 4 4 0.16 16
9
What kind of products
would you prefer to buy
uing digital channels? Convenience goods 1 2 3 4 5 5 0.2 20
Shopping goods 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 18 0.72 72
Speciality goods 1 2 3 3 0.12 12
Unsought goods 0 0 0
10
Does digital chnnels
change your opinion
towards the buying
decisions? strongly agree 1 2 3 4 5 6 7 8 9 10 10 0.4 40
Agree 1 2 3 4 5 6 7 7 0.28 28
No opinion 1 2 3 3 0.12 12
Disagree 1 2 2 0.08 8
Strongly disagree 1 2 2 0.08 8
11
Are you satisfied with
the product bought
using digital channels? strongly agree 1 2 3 4 4 0.16 16
Agree 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 16 0.64 64
No opinion 1 2 3 4 4 0.16 16
Disagree 0 0 0
Strongly disagree 0 0 0
12
How often you buy
products using digital
channels? Frequently 1 2 3 4 5 6 7 7 0.28 28
Sometimes 1 2 3 4 5 6 7 8 9 10 11 11 0.44 44
Rarely 1 2 3 4 4 0.16 16
Never 1 2 2 0.08 8
13
Mention the products
would you like to buy
using digital channels?
1
2
3
4
5
Age
Gender
Educational qualification
Occcupation
Monthly income
4. A Study on Impact of Digital Marketing in Customer Purchase Decision in Trichy
(IJIRST/ Volume 2 / Issue 10 / 063)
All rights reserved by www.ijirst.org 335
Chi-Square Test
Hypothesis 1 H0 Educational qualification is not associated with the awareness about digital marketing
Chi-square analysis
observed Exp chi-sq
1 0.2222 2.7222
0 0.4 0.4000
0 0.13333 0.1333
0 0.13333 0.1333
0 0.11111 0.1111
5 5.77778 0.1047
12 10.4 0.2462
3 3.46667 0.0628
3 3.46667 0.0628
3 2.88889 0.0043
3 3.33333 0.0333
5 6 0.1667
3 2 0.5000
2 2 0.0000
2 1.66667 0.0667
1 0.66667 0.1667
1 1.2 0.0333
0 0.4 0.4000
1 0.4 0.9000
0 0.33333 0.3333
Total 6.5808
d.f- 12
Hypothesis 2 Ho Monthly income is not associated with the kind of products prefer to buy through digital channels
c Sh Sp Total
1 4 5 0 9
2 1 3 2 6
3 0 1 0 1
4 1 7 1 9
Total 6 16 3 25
observed Exp chi-sq
4 2.16 1.5674
5 5.76 0.1003
0 1.08 1.0800
1 1.44 0.1344
5. A Study on Impact of Digital Marketing in Customer Purchase Decision in Trichy
(IJIRST/ Volume 2 / Issue 10 / 063)
All rights reserved by www.ijirst.org 336
3 3.84 0.1838
2 0.72 2.2756
0 0.24 0.2400
1 0.64 0.2025
0 0.12 0.1200
1 2.16 0.6230
7 5.76 0.2669
1 1.08 0.0059
Total 6.7998
D.F- 6
Hypothesis 3 H0 Digital channels is not associated with the change of opinion towards the Consumer buying decision
1 2 3 4 5 Total
SM 1 1 0 0 0 2
WB 8 5 1 2 1 17
MA 0 1 0 0 1 2
E 2 0 1 0 0 3
O 1 1 1 1 0 4
Total 12 8 3 3 2 28
observed Exp Chi-sq
1 0.8571 0.0238
1 0.5714 0.3214
0 0.2143 0.2143
0 0.2143 0.2143
0 0.1429 0.1429
8 7.2857 0.0700
5 4.8571 0.0042
1 1.8214 0.3704
2 1.8214 0.0175
1 1.2143 0.0378
0 0.8571 0.8571
1 0.5714 0.3214
0 0.2143 0.2143
0 0.2143 0.2143
1 0.1429 5.1429
2 1.2857 0.3968
0 0.8571 0.8571
1 0.3214 1.4325
0 0.3214 0.3214
0 0.2143 0.2143
1 1.7143 0.2976
1 1.1429 0.0179
1 0.4286 0.7619
1 0.4286 0.7619
6. A Study on Impact of Digital Marketing in Customer Purchase Decision in Trichy
(IJIRST/ Volume 2 / Issue 10 / 063)
All rights reserved by www.ijirst.org 337
0 0.2857 0.2857
Total 13.5139
D.F- 16
Hypothesis 4 H0 customer satisfaction is not associated with product buy through digital Channels
1 2 3 4 Total
SM 1 3 0 0 4
WB 2 13 2 0 17
MA 0 1 0 0 1
E 1 0 1 1 3
O 1 0 3 0 4
Total 5 17 6 1 29
observed Exp Chi-sq
1 0.6897 0.1397
3 2.3448 0.1831
0 0.8276 0.8276
0 0.1379 0.1379
2 2.9310 0.2957
13 9.9655 0.9240
2 3.5172 0.6545
0 0.5862 0.5862
0 0.1724 0.1724
1 0.5862 0.2921
0 0.2069 0.2069
0 0.0345 0.0345
1 0.5172 0.4506
0 1.7586 1.7586
1 0.6207 0.2318
1 0.1034 7.7701
1 0.6897 0.1397
0 2.3448 2.3448
3 0.8276 5.7026
0 0.1379 0.1379
Total 22.9907
D.F-12
Findings From The Chi-Square Test
1) Hypothesis 1 Calculated value 6.5808, Table value 21.026
C.V <T.V, H0 is accepted
Educational qualification is not associated with awareness about digital channels
2) Hypothesis 2 Calculated value 6.7798, Table value 12.592
C.V < T.V, H0 is accepted
Monthly income is not associated with the kind of the product prefer to buy through digital channel by the consumers
3) Hypothesis 3 Calculated value 13.5139, Table value 26.919
C.V <T.V, H0 is accepted
Influence of digital channels is not associated with their change of opinion in their buying decision
4) Hypothesis 4 Calculated value 22.9907, Table value 16.2960
C.V > T.V H0 is rejected
7. A Study on Impact of Digital Marketing in Customer Purchase Decision in Trichy
(IJIRST/ Volume 2 / Issue 10 / 063)
All rights reserved by www.ijirst.org 338
Customer satisfaction is associated with the digital channels
Findings
This study reveals that people aware of digital channels in spite of their educational qualification and the customer prefer digital
channels to buy any sort of products. By analyzing the collected data from the respondent using Chi-square test it is found out that
no much role of monthly income of the people associate with the kind of products they wish to buy preferring digital channel. The
present study shows that the influence of the digital channels not supporting in change of opinion of customer towards purchasing
a product.
V. CONCLUSION AND RECOMMENDATION
The study is made in a particular geographical region the results of the study reveals that people aware of the digital channels In
spite of their educational qualification, customers use to prefer digital channels to buy any sought of products, no much role of
monthly income of people plays a role choosing a kind product buy through digital channels. Mostly people prefer shopping and
electronic goods to buy through digital channels and its came to known from the study that there is a rise in purchase of convenience
goods through digital channels among people. Effective reach of advertisements for convenience goods will increase the sales of
those goods through digital channels. The customers are satisfied with products they bought through the digital channels this is
considered as a positive sign for the growth digital channels in customer purchase decision. The present study shows that the
influence of the digital channels not supporting in change of opinion of customer towards purchasing a product, but in near future
the digital channels influence the customer purchase opinion as there is a consideration for digital channels among customers are
evident. As mentioned earlier this study made in particular region accurate results on the variables could not be able to obtain.
There exists a future scope to analyses the impact of digital channels on customer purchase decision for a wider geographic area
to obtain more accurate results.
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