A Study on Impact of Digital Marketing on Customer Buying Behavior Anjali
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1 Abstract A Study on Impact of Digital Marketing on Customer Buying Behavior Anjali Research Scholar, Punjabi University, Patiala, anjaliggscmt@gmail.com The use of digital marketing, internet marketing, social media marketing increases day by day with advancement in the field of technology. The digital market plays an important role in increasing the sales of different products and services. Apart from that, it too lays down the impact on the mind of the customer so as to purchase the product. The purpose of study is to explore the impact of digital marketing in consumer awareness and its influence on buying behaviour. This study conducted in Jalandhar and Kapurthala district of Punjab, India. A structured questionnaire is used to collect primary data and sample size is 50 respondents on which further chi square test is used for analyzing the buying behaviour. The findings of the study reveals that the customer is aware of the digital media and more likely uses the digital channel for shopping goods. This study is conducted in a particular region and that is main limitation of this study. Keywords: Customer Buying Behaviour, Digital Marketing, Digital Channel, Jalandhar and Kapurthala. Introduction Using internet, websites, social media, apps, and digital technology become a part of day to day life of every person. Through digital and social media, a customer is able to acquire information for purchase and consume product and share experience with friends, relatives and others. So enterprise must carry out marketing activities through social media, websites/blogs and apps. Digital market helps corporate to reach target customer via different channels like E- marketing, E- commerce, social media, websites, interactive marketing. Marketer can conducted online survey so as to get the required information from customer and analyse the response and correspondingly take action based on response of customers to meet their needs. Digital Marketing is new form of marketing and opportunities for enterprise to communicate the potential customers. Digital market uses internet and IT to make better traditional marketing tool. Related Review of Literature Paesons, Zeisser & Waitman, (1996) Corporate sector in the developed countries realized the importance of digital market. They used digital marketing in additional to traditional methods of marketing in order to meet the needs of customers and for increasing the company sale. Kaini,( 1998) Innovation of new technology i.e vide internet, helps in opening the gate for marketers and do online marketing to achieve their business goals. VOLUME 2, ISSUE 2, June
2 Song,(2001) More choices are available for customers. So it is difficult to enterprise to build brand image. Online advertising is powerful marketing tool used for creating brand image and helps the corporate to increase the sale upto many extent. Mort, et al.,(2002) Due to advancement in technologies and market dynamics, digital market is rapidly growing. Teo,(2005)The survey was conducted by firms in Singapore and findings revealed that digital marketing is effective marketing tool for gaining results. Kucuk and Krishnamurthy,(2007) The study revealed that internet and virtual communities helps the consumers, societies and marketer to access and share information with others. It too helps in enhancing the communication skills also. Basheer et al.,(march, 2010) The Study is on the impact of mobile advertising on consumer purchase decision. Findings revealed that there is a positive relationship between perceived usefulness of advertisement and consumer purchase decision. Kee,(2008); Godes & Silva,(2012) The Study revealed that 90% of consumer read online reviews of other consumer before make purchase decision. Consumer read at least four reviews before make their final decision of purchase. Reviews play important role in purchase decision. Fisch, (2010) In world, there are approximately 1 billion monthly active users of facebook. After two years of facebook introduction, there were 50 million users. Everyday 31 billion queries on google internet devices used in 1984 and 1,00,00,00,000 internet devices used in Moshsin, (2010) Revealed that the growth of media in Pakistan is rapidly growing. 20 million people uses internet but even that marketers gives importance to traditional tool of marketing. Williamson, (2011)Revealed that more than 50% of customers follow brands which advertised on social media due to which marketers are investing in advertising through social media. Antoine camarre et al., (2012) Article discussed about used of mobile marketing in future in different areas. Business Monitor Intelligence, (2012) In 2011, Internet user was 225 million in North America and over 1 billion in Asia. Elisabeta lonals et al.,(2014) revealed that how the social media lays down impact or influence the consumer decision. He studied on 116 respondents through structured questionnaire. Sadia Afzal et al., (2015) discussed the impact of online and traditional advertisement on consumer buying decision of branded garments. Findings show that quality, Design, Contents of advertisement, loyalty of consumer towards brand and his/her previous experience of consumer influence consumer buying behaviour. Objectives of Study To study the awareness of digital marketing. VOLUME 2, ISSUE 2, June
3 To know about kinds of products bought by utilizing digital market. To study the impact of digital marketing on consumer buying behavior. Hypothesis H 01 : There is no significant relationship between education qualification and awareness about digital marketing. H 02 : There is no significant relationship between monthly income and kinds of product prefer to buy through digital channels. H 03 : There is no significant relationship between customer satisfaction and product buy through digital channel. Research Methodology (a) Research Design To analyze the impact of digital marketing on customer buying behavior, both primary and secondary data was collected. Primary data was collected through structured questionnaire from 50 respondents. Non probability sampling technique is used for data collection. Secondary data collected from newspaper. Journals, magazines and websites. Chi square test used to analyze the data. (b) Area of study For this study, respondents are selected from Jalandhar and kapurthala district of Punjab. (c) Data Collection Data was collected through survey method. After describing different aspects of questionnaire, requested to respondent to fill the questionnaire. Questionnaire contained close ended questions (d) Sample size For this study, the sample size 50 was taken for analysis. (e) Analysis The data was analyzed with the help of statistical tools like frequency distribution and chi square test. (f) Limitation The study limited to particular two districts of Punjab. It means that limited to geographical and sample size was only 50 respondents. The result of this study may not have representation of whole population due to convenience sampling method was used for data collection. Analysis and Interpretation S. Question Option Frequency %age VOLUME 2, ISSUE 2, June
4 No. 1 Age 20 or below and above Gender Male Female Qualification Under Graduation 7 14 Graduation Post Graduation Occupation Students Employee Professionals Business people Monthly Income <10, ,000-20, ,000-30, >30, Which of the following digital channel do you aware of? 7 From which of the digital channels you bought products? 8 Which digital channel influence you more to buy? 9 What kind of product would you prefer to buying through digital channel? 10 Does digital channel change your opinion towards the buying decision? 11 Are you satisfied with the product bought using digital channel? Social Media Websites/ Blogs Multimedia Advertising s 4 8 Others 4 8 Social Media 6 12 Websites/ Blogs Multimedia Advertising s 6 12 Others 8 16 Social Media 7 14 Websites/ Blogs Multimedia Advertising s 6 12 Others Convenience Goods Shopping Goods Speciality Goods 9 18 Strongly Agree Agree Neutral 9 18 Disagree 5 10 Strongly Disagree 5 10 Strongly Agree Agree Neutral 3 6 Disagree 2 4 Strongly Disagree How often you buy Frequently VOLUME 2, ISSUE 2, June
5 product using digital channels? Sometimes Rarely 8 16 Never 5 10 Chi-Square Test: (a) Relationship between education qualification and awareness about digital marketing. To study the relation between qualification and awareness about Digital Marketing clubbed as under. Digital Media Channel Social Web/Blogs Multimedia s Others Total Qualification Media Advertising Undergraduate Graduate Post Graduate Total It is clear from above table that most of respondents who are aware about digital market are Graduate and post graduate. To be very precise following hypothesis was tested. marketing. H 01 : There is no significant relationship between education qualification and awareness about digital χ 2 test Calculated Degree of Level of Tabulated Value Value Freedom Significance relationship between education qualification and awareness about Digital Market According to above analysis, null hypothesis rejected. In other words there is significant (b) Relationship between monthly income and kinds of product prefer to buy through digital channels. To study the relationship between monthly income and kinds of prefer to buy through digital channel clubbed as under: It is clear above most of Income Types of goods Convenience Goods Shopping Goods Speciality Goods Total <10, ,000-20, ,000-30, >30, Total from table that respondents purchase shopping goods and their income group is less than 10,000 and 10,000-20,000 and from above 30,000. To be very precise following hypothesis was tested. H 02 : There is no significant relationship between monthly income and kinds of product prefer to buy through digital channels. χ 2 test Calculated Degree of Level of Tabulated Value VOLUME 2, ISSUE 2, June
6 According to analysis, above hypothesis rejected. In other words, there is significant relation between monthly income and kinds of products prefer to purchase. Value Freedom Significance Null (c) Relationship between customer satisfaction and product buy through digital channel. To study the relation between customer satisfaction and product buy through digital channel clubbed as under. It is clear from Level of Strongly Agree Neutral Disagree Strongly Total above table Satisfaction Agree Disagree that the of respondents are agree and strongly agree and they mostly buy product from web/ blogs. To be very precise following hypothesis was tested. channel. Types of Channel Social Media Web/Blogs Multimedia Advertising H 03 : There is no significant relation between customer satisfaction and product buy through digital According to above analysis, Null hypothesis is rejected. In other words, there is significant relation between customer satisfaction and buying the products through Digital channel. Findings of the Study s Others Total χ 2 test Degree of Level of Tabulated Calculated Value Freedom Significance Value most VOLUME 2, ISSUE 2, June
7 The study reveals that the educated people are more aware of digital media and they prefer digital channels to buy different products. Through analysis, it is found that monthly income of people plays an important role in order to buy different kinds of products through digital channel. People are more influenced by viewing advertisements on websites/blogs. Digital Channels changed the opinion of customers towards purchasing decision up to greater extent. Mostly customers are satisfied with the products purchased through digital channel. Conclusion This study is conducted in particular region and findings reveals that people who educated are more aware of digital channel and prefer digital channels to buy different kinds of products. Mostly Shopping goods are preferred by peoples and rise in buy convenience goods through digital channel. Monthly income of people play important role to buy different kind of product through digital channel and customer are satisfied with the products brought through digital channel. This study is conducted in a particular region. Future scope of study to analysis the impact of digital channels on customer purchase decision for a wider geographic area to obtain more accurate results. Bibliography Antoine Lamarre,Simon Galarneau,Harold Boeck. (2012). Mobile marketing and consumer behaviour current research trend. 3. Basheer. A.M. Al-alak. (2010). Mobile marketing: examining the impact of trust, privacy concern and consumers' attitudes on intention to purchase. International journal of business management,5. Business Monitor Intelligence (2012). Subscription service on telecom KPIs. Report July Elisabeta loanas, Ivona Stoica. (2014). Social media and its impact on consumers behaviour. International Journal of Economic Practices and Theories,4. Fisch, K. (2010). Did you know 3.0? UPL G. Reza Kiani, (1998) "Marketing opportunities in the digital world", Internet Research,8(2), Godes, D., & Silva, J. C. (2012). Sequential and temporal dynamics of online opinion. Marketing Science, 31(3), AJ Parsons, M Zeisser, R Waitman, (1996). Organizing for digital marketing, Mckinsey Quarterly. Kee, R. (2008). The sufficiency of product and variable costs for production-related decisions when economies of scope are present. International Journal of Production Economics, 114(2), Kuruk k., (2007). An analysis of consumer power on the Internet, Technovation. 27(12), VOLUME 2, ISSUE 2, June
8 Mort, Gillian Sullivan, Drennam, Judy,(2002). Mobile digital technology: Emerging issue for marketing, The journal of database marketing. 10(1), Sadia Afzal,Javed Rabbani Khan. (2015). Impact of online and conventional advertisement on consumer buying behaviour of branded garments. Asian Journal of Management Sciences & Education, 4. Thompson S.H. Teo, (2005). Usage and effectiveness of online marketing tools among business to consumer(b2c) firms in Singapore. International journal of information on Management. 25(3), YB Song, (2001). Proof That Online Advertising Work. Atlas Institute, Seattle, WA, Digital Insight. Williamson, D.A. (2011). Worldwide social network ad spending: A rising tide. VOLUME 2, ISSUE 2, June
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