International Journal of Engineering Research in Electronics and Communication Engineering

A Study on Impact of Digital Marketing in Customer Purchase Decision in Thoothukudi

Author : R. Tiffany ¹ S. Santhana Kamala ² M. Phorkodi ³

Date of Publication :20th April 2018

Abstract: Digital marketing can be defined as the process of promoting of brands using digital distribution channels comprising internet, mobile and other interactive channels. The basic advantage in this form of advertising lies in its low cost model. The aim of the study is to examine the implication of digital marketing in consumer purchase decision and to find out whether the consumers are aware of digital marketing and the digital channels influence their purchase decision. The study is carried out through survey from 50 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 shopping goods through digital channels. 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 is moving towards digital era, the digital channels play a vital role in the increase of sales of any firmâ€™s products. So the present study made an attempt to reveal the impact of digital marketing on customer purchase decision. This report will help to get an idea about digital marketing and how the digital marketing has impact on revenue generation for digital marketing companies

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