Open AccessRole of Digital Marketing on Buying Behaviour of Youth
Author(s) -
K. Selvi
Publication year - 2019
Publication title -
international journal of recent technology and engineering
Language(s) - English
Resource type - Journals
ISSN - 2277-3878
DOI - 10.35940/ijrte.d1086.1284s319
Subject(s) - business , tamil , marketing , perception , digital marketing , social media , service (business) , advertising , service provider , computer science , psychology , world wide web , philosophy , linguistics , neuroscience
This study was aimed to explore the customer perception towards various digital marketing practices followed by various e-commerce service providers in India. The researcher has adopted survey method with the help of questionnaire the primary data were collected from the youth who all are residing in Thiruvalluvar district of Tamil Nadu. The convenience sampling technique was adopted to collect the primary data from all the e-commerce and social media users in the study area. The result indicates that three factors such as, convenience, website design and time saving are the major factors influencing the customer perception towards digital marketing practices of various online service providers in India. Further, this study proves that safety and security measures in the online shopping websites need to be improved for the purpose of attracting and retain the customers over a period of time towards their website. To conclude, Online shoppers those who purchase the products and services via digital platform are suggested to spend some time to know about authenticity of information available in different platforms. The website should be attractive and well designed to capture the attention of the various customers to make their purchase decision.