Impact Of Digital Marketing On Buying Behaviour Of Consumers In Chennai

Abstract

This study aims to examine the impact of digital marketing on the buying behavior of consumers in Chennai, India. With the rapid growth of the digital landscape and the increasing availability of internet access, digital marketing has emerged as a prominent strategy for businesses to reach and engage with their target audience. Understanding how digital marketing influences consumer behavior is crucial for businesses to effectively design and implement their marketing strategies. The research methodology involves a combination of quantitative and qualitative approaches. A structured questionnaire survey will be administered to a sample of consumers in Chennai, selected using a random sampling technique. The questionnaire will capture information about consumers' exposure to digital marketing channels, their engagement with digital marketing content, and the subsequent impact on their buying behavior. Additionally, in-depth interviews will be conducted with a subset of participants to gain deeper insights into their perceptions, attitudes, and motivations related to digital marketing. The data collected will be analyzed using statistical techniques, such as regression analysis, to determine the relationships between digital marketing and buying behavior. The expected outcomes of this study will contribute to the existing body of knowledge on digital marketing and consumer behavior in the context of Chennai. The findings will provide valuable insights for businesses operating in Chennai and help them tailor their digital marketing strategies to effectively influence consumer buying behavior. Furthermore, the study will shed light on the preferences and tendencies of consumers in Chennai regarding digital marketing channels and content. It is anticipated that this research will highlight the significance of digital marketing as a powerful tool in shaping consumer behavior in Chennai. The study's findings will have implications for businesses across various industries, guiding them in making informed decisions and optimizing their marketing efforts to target and engage consumers effectively.