A study on impact of digital marketing on consumer buying decision related to electronic goods with special reference to pune city

Abstract

newline This study examines the relationship between various aspects of Consumer Buying Decision Related to Electronic Goods with Special Reference to Pune City and Overall Consumer Buying Behavior. It aims to identify factors influencing consumer buying decisions for electronic products such as Mobile Phones, Laptops, Smartwatches, Cameras, and Tablets. newline newlineThe first objective explores the link between the frequency of purchasing electronics and the frequency of seeking information online. Findings indicate that digital marketing impacts every step of the buying process. The second objective investigates consumer preferences for purchasing electronic items through online marketing channels, revealing a preference for digital marketing channels. newline newlineThe third objective analyzes factors influencing purchase decisions for electronic goods using the ANOVA model. The fourth objective addresses the challenges consumers face when buying electronics online. The study finds that consumers are aware of the challenges associated with online purchases. The final objective examines the evolution of the consumer decision-making process in response to digital marketing strategies, demonstrating that digital marketing has influenced this process. newline newlineOverall, the study focuses on the impact of digital marketing on consumer purchasing trends for electronic items in Pune. Results indicate significant positive relationships between the constructs of factors impacting consumer buying decisions and overall consumer buying decisions for electronic gadgets. Psychological factors (motivations, perceptions, learning, experiences, attitudes, and beliefs), cultural factors (culture, subculture, social class, reference groups, and family roles), personal factors (age, life cycle stage, occupation, lifestyle, self-concept, and personality), and financial/economic situations all influence consumer buying decisions for electronic products. newline