AN EMPIRICAL STUDY ON THE INFLUENCE OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR

  • Samuel Vincent.S et al.

Abstract

The paper titled an empirical study on the influence of Digital marketing on consumer behaviour.The objective is to ascertain the relationship between digital marketing and consumer behaviour.To determine the demographic profile of the consumers the study is made on Descriptive basis and Primary data is collected on a probability basis from 120 respondents and is analyzed with the SPSS tool.The collected data were classified, tabulated and analyzed with statistical tools such as Frequency analysis and Regression analysis. The frequency analysis result showed that majority of the respondents were male and of age more than 20 years. This is because most of the respondents belong to the business community whose monthly income is between 20000-50000. The majority of the customers educational qualification is under graduate and majority of them work in private concern. From the regression analysis there is an overall influence of digital marketing on consumer behaviour. The Consumer behaviour  is determined to the extent of 66.5 percentage with respect to digital marketing.

Published
2019-12-08