A Research on Purchasing Behaviour of Consumers through Digital Marketing in Coimbatore District

Abstract

Purchasing through digital marketing provides a wide range of advantages to consumers and they are always seeking creative and sophisticated way of purchasing experience especially in the digital atmospheres. Significant difference exits amongst profile of consumers and purchasing behaviour through digital marketing. Purchasing behaviour through digital marketing has a positive, moderate and significant relation with satisfaction of consumers. In order to enhance purchasing behaviour of consumers through digital marketing, digital marketing should provide superior quality of products to consumers and they must offer products at cheaper price as compared to traditional marketing. In addition, digital marketing should reduce risk of purchasing for consumers.