IMPACT OF DIGITAL ADVERTISEMENT ON GARMENTS BUYING BEHAVIOR

Abstract

Today’s consumers are highly effected by e-marketing mostly rather than TV or newspaper advertisement. Social media marketing helps companies to gather potential customers of their particular products or services. Marketers have responded to this fundamental shift by increasing their use of digital marketing channels. As we all know that online shopping and advertisement are growing too fast in nowadays market, the industries and business are highly focusing now on e-marketing advertisements rather than other advertisement tools. It is therefore necessary for consumer research to examine and understand consumer behavior in digital environments. The aim of the study is to examine the implication of digital advertising in consumers’ purchase decision and to find out whether the consumers are aware of digital marketing and the digital channels’ influence in their purchase decision. The study was carried out through a survey among 100 respondents. The results of the survey were analyzed using Chi Square Test. The findings revealed that customers are aware of digital marketing and as per their purchase behavior, they prefer to buy electronic and shopping goods through digital channels. So the present study made an attempt to reveal the impact of digital marketing
on customers’ purchase decision.