1.

INTRODUCTION
The promotion of brands via the internet and other digital communication channels is
known as digital marketing, sometimes known as online marketing. His comprises text
and multimedia messages as well as email, social media, and web-based advertising as
a marketing channel. Any form of marketing that can be measured by marketing experts
across the consumer journey and that leverages electronic devices to deliver
promotional messaging. In practice, digital marketing typically refers to marketing
campaigns that appear on a computer, phone, tablet, or other device. It can appear in a
variety of formats, such as social network postings, paid social advertisements, online
videos, display ads, and search engine marketing. Digital marketing is often compared
to ―traditional marketing‖ such as magazine ads, billboards, and direct mail. Oddly,
television is usually lumped in with traditional marketing. The functions that marketing
companies do are also changing. While agencies that began as digital shops are
beginning to compete in the traditional advertising industry, so-called "traditional"
agencies are becoming stronger at digital marketing. Integrative approaches that relate
to a company's whole brand identity are essential to attaining its objectives now more
than ever. . Consumers are increasingly more fluent in their movement across channels
and in their use of multiple of channels at once. They expect the same from the brands
with which they connect. Anyone still thinking in the old „traditional versus digital‟
dichotomy is sorely out of date. With the accessibility of digital media, customers may
now look beyond what a company says about their reputation and instead consider what
the media, friends, associations, peers, and other groups are saying as well. Social
networking enthusiasts and users are becoming excellent resources for generating
referrals. Additionally, bear in mind that referral marketing greatly benefits from the
spread of the word and the development of brand awareness thanks to high-quality
items. Many people utilise social media to spread the word. The use of digital marketing
also results in comprehensive communication coverage while spreading the company's
message economically to a large audience. Additionally, various free online marketing
and promotion techniques like websites are used. The budget for digital marketing has
been judged to be comparably smaller than the budget for traditional marketing. On a

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limited budget, bulk SMS and email marketing can reach a sizable number of clients.
Not only SMEs but also large organizations have used email marketing.

1.1.1 Concept of Digital Marketing

Digital marketing refers to the use of digital technology to generate awareness among
consumers, which will ultimately to a decision to purchase the items and services
supplied, rather than traditional marketing tactics. After the internet rose to prominence
in the twenty-first century, it spawned a slew of different platforms with unique uses.
As the globalisation movement took hold, businesses around the world decided to
transform itself into businesses that are concentrated on selling and promoting their
products on a worldwide scale, rather than simply locally (Rezvani, et. al., 2012). If we
take into account the marketing portfolio, it gave rise to the digital marketing
technology, which could develop and visualize integrally new experiences for both the
sellers and the consumers regarding variation in dataset and the clusters of information,
available over the internet (Kumar, N., et al., 2017). Moving on to the definition of
digital marketing, it may be defined as the movement of various elements of marketing
strategies and activities to a computerized, networked environment such as the Internet
(Kaur, P., et al, 2015). E-marketing has a wider scope whereas if we talk about internet
marketing then it just refers to the internet applications, like world wide web and the
electronic mail, e marketing includes all above plus tools like mobile phones, internet
extranet, etc. (Rezvani, S., et al.,2012).
The term "digital marketing" has changed over time from a term used specifically to
describe the marketing of goods and services through digital channels to an all-
encompassing term used to describe the use of digital technologies for customer
acquisition, building of preferences, promoting brands, customer retention, and sales
growth. Following the American Marketing Association's firm centric definition
([Link]

1.1.2 Need of Digital Marketing

Marketing has existed ever since people first learnt to trade. Marketing is all about
interacting with your audience at the correct place and time. With the continued
development of the Internet, you can now simply connect with your audience online by
using digital marketing. But what benefits do digital marketing strategies actually offer?
Let's talk about them all in this paper on the benefits of digital marketing. Let's discuss
what digital marketing is initially and foremost before learning about its

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 advantages. All online marketing initiatives fall under the category of digital marketing.
These include digital channels that can be utilised to connect with both present and
potential clients, such as search engines, email, websites, social media, etc. The key to
effective marketing has always been making connections with the target market at the
appropriate time and place. The ideal location to meet consumers today, when screen
time is at an all-time high, is online. We are discusses about the most important benefits
of digital marketing in present era.

Global Connectivity
Global coverage is the main benefit of digital marketing. Traditional marketing is
geographically constrained, and developing a worldwide marketing plan may be
challenging, expensive, and time-consuming. However, because digital marketing takes
place online, it has a huge audience that you may contact. With the help of a virtual
shop, even a very tiny local business owner may connect with customers throughout the
world. With conventional marketing, this is either not possible or would be very
expensive to achieve. Businesses now have access to a wide range of potential growth
prospects thanks to the internet. Any company can benefit greatly from having exposure
and a worldwide network.

Regionally Connectivity
Digital marketing has many benefits, including increased local visibility, which is
crucial if your company depends on neighbourhood clients. Global reach is one of these
benefits. Local SEO and regionally oriented advertising can be helpful for businesses
looking to increase foot traffic. Comparing your ability to reach a neighborhood as a
whole with digital marketing to your ability to reach a neighborhood as a whole with
printed flyers is illuminating.

Cost-effective
The next benefit of digital marketing is its affordability. Digital marketing offers you
cost-effective methods for marketing your company both locally and globally. It makes
it possible for even the tiniest businesses to compete with bigger ones utilising highly
focused methods. Most of these tactics—like SEO, social media, and content
marketing—won't even cost anything at first.

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Multiple Techniques
There are numerous digital marketing tactics available for usage by various types of
firms. A local B2C clothing shop may have a completely different strategy than a B2B
company looking to get worldwide leads. While content marketing and SEO may be
more advantageous for some businesses, conversion-based ad campaigns may be more
advantageous for others. The secret is to continually evaluate the outcomes and improve
your strategies and procedures over time. A successful digital marketing strategy is one
that quickly adjusts to changing business requirements.

Multiple Content Types

The variety of content forms available to promote your company online is a vital benefit
of online marketing. You can choose from a variety of content kinds for many platforms
to maintain the freshness of your brand and create successful online campaigns. The
most popular forms of content users may select from comprise the following:
 Blogs
 Podcasts
 Emailers
 Ebooks
 Visual content
 Infographics
 Whitepapers
 Quizzes
 Social media posts
 Webinars

Enhanced Involvement
More involvement is one of the key benefits of digital marketing. Digital marketing is
intentionally made to be very interactive. Users can interact with your website by
clicking on paid advertisements, sharing blog posts, liking photos, or saving videos.
The fact that all of these acts can be measured is the best part. This makes it possible
for you to produce even more captivating posts to raise brand recognition or improve
revenue.

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Statistical and Efficient Planning
Web data analysis, which tracks the effectiveness of digital marketing efforts in real-
time, is another significant benefit of digital marketing. This aids in future campaign
optimisation and expedient error correction. By analysing your digital marketing
strategies, you can also identify every traffic source and have complete control over
your revenue funnels.

Brand Awareness
Businesses can increase brand recognition and exposure with the use of digital
marketing. This is crucial for companies who wish to expand and draw in new clients.
By interacting with customers in real-time through digital marketing, a company may
establish a strong foundation. The foundation of a devoted consumer base is two-way
communication. This may be improved to provide high sales with high client retention.
The benefits of digital marketing over conventional marketing contribute to business
growth.

A/B Testing's Function

A/B testing is a core component of digital marketing with a huge market potential. A/B
Testing is a phenomenon that enables you to use two different concepts for the same
campaign.

Achieve an impressive return on investment (ROI)

A business's ability to accrue revenue is crucial to its success. The investment must
yield the highest possible profits. You may access your primary sales force through
digital marketing and maximise it. Increased rates of conversion are made possible with
a superior clientele.

Enhanced customer satisfaction

Every successful company depends on a strong client base, and using various strategies,
digital marketing enables you to both attract loyal customers and keep them coming
back. A platform for reaching a new audience interested in the goods and services of
your business is provided by digital marketing. Additionally, you can electronically
contact with audience issues or request redressal services.

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1.1.3 Background of Digital Marketing in India
In India, digital marketing traces back to 1995, when VSNL began offering internet
services. However, barely 0.5 percent of India's population accessed the internet until
2000. The internet boom really took off after 2005, and digital marketing in India
began to take off .It grew rapidly in 2008, and by 2010, numerous new digital
marketing organisations had been established, with thousands of specialists hired to
work for [Link] 2013, 15% of Indians were online, and in the next six years, the
number of internet users in India had risen to 525 million. In the following two years,
it is likely to reach 650 million. Digital marketing is becoming more and more
widespread today. However, the invention of radio by Marconi signalled the start of
evolution. The phrase "Digital Marketing" initially appeared in the 1990s. The
internet and the creation of the Web 1.0 platform ushered in the digital age. Some
people assert that email's invention signalled the start of it. In 1993, the first clickable
advertisement debuted. Next, Yahoo debuted, and then Google. The evolution of
cookie technology—a piece of computer code that saved user information in client
browsers—was essential to the growth of digital marketing. 2000 was a crucial year for
digital marketing. DotCom's launch led to the demise of several online businesses.
Google introduced AdWords, a platform that enables marketers to advertise their
products. Social network has been created. Later, the general public could also use
Google and Facebook. With the advent of YouTube, marketers could suddenly
advertise their brands. Since its inception, digital marketing in India has advanced
significantly, and it is still changing as technology and consumer habits do. It is now a
crucial component of marketing plans for companies of all sizes operating in the
nation's many industries. Digital marketing in India goes back to the late 1990s and
early 2000s, but it acquired major traction in the 2010s. Here is a timeline of
significant events and advancements in the development of digital marketing in India:
The Internet's Emergence (Late 1990s): In the late 1990s, the internet began to acquire
popularity in India. Businesses began to recognize the possibilities of digital platforms
for marketing and communication about this time.
Dotcom Boom (Early 2000s): The dotcom boom in India began in the early 2000s.
Many startups and corporations launched websites, signalling the beginnings of their
online presence and digital marketing activities.

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Search Engines and SEO (Mid-2000s): As Google became the leading search engine in
India, businesses began to recognise the value of search engine optimisation (SEO) in
increasing their online presence. SEO firms and specialists began to provide their
services.
Social media platforms such as Orkut, Facebook, and Twitter acquired popularity
among Indian users in the late 2000s. Businesses recognised the marketing possibilities
of social media and began developing accounts and pages to engage with their target
audience.

1.1.4 Overview of Digital Marketing in India

In India, digital marketing traces back to 1995, when VSNL began offering internet
services. However, barely 0.5 percent of India's population accessed the internet until
2000. The internet boom really took off after 2005, and digital marketing in India began
to take off .It grew rapidly in 2008, and by 2010, numerous new digital marketing
organisations had been established, with thousands of specialists hired to work for
[Link] 2013, 15% of Indians were online, and in the next six years, the number of
internet users in India had risen to 525 million. In the following two years, it is likely
to reach 650 million. According to the 'dentsu-e4m Digital Advertising in India 2022'
research, the Indian digital advertising sector grew by 35% from Rs 15,782 crore in
2020 to Rs 21,353 crore by the end of 2021, thanks to the increasing movement of
businesses and consumers to digital media. Social media (29 percent, Rs 6,218 crore)
has the greatest share of digital media spending (29 percent, Rs 6,218 crore), followed
by Online Video (29 percent, Rs 6,218 crore) (28 percent , Rs 5,907 crore). Paid search
accounting for 23% of total spending (Rs 5,039 crore), while display ads account for
16%. (Rs 3,420 crore). According to the report, digital media would grow at a 30%
annual rate to reach a market value of Rs 27,759 crore by the end of 2022. According
to the survey, social networking and online video are the most powerful digital media
platforms, with constant increase over time. People are spending longer time on social
and video commerce as a result of the newest products, resulting in a substantial growth
in advertising spends on digital media. It went on to say that having a social media and
online video presence is crucial for companies since they command the highest levels
of consumption and, as a result, offer the most customer interaction. Spending on online
video will expand at the fastest rate in the next few years, according to the report, due
to the rapid improvement of internet infrastructure and the introduction of 5G

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technology.

1.2 Modes of Digital Marketing

Digital marketing is now an essential component of any successful business plan.
Understanding the many sorts of Digital Marketing has become vital for organizations
trying to flourish in the online realm due to its capacity to drive traffic, attract prospects,
and generate brand awareness.

So buckle in and get ready to discover how to use the power of Digital Marketing to
take your business to the next level. Some common platforms for digital marketing
include social media, influencer marketing, content marketing, email, search engine
optimization (SEO), pay-per-click (PPC), affiliate, and mobile. Let’s take a deeper look
at each:
1. Content Marketing
2. SEO (Search Engine Optimization)
3. SMM (Social Media Marketing)
4. Paid Advertising
5. Email Marketing
6. Instant Message Marketing
7. Affiliate Marketing
8. Influence Marketing
9. Mobile Marketing
10. Video Marketing
11. Audio Marketing
12. Virtual Reality Marketing

1. Content Marketing
Content marketing is an excellent opportunity for those who enjoy writing, as well as
video and audio production. However, like with all aspects of digital marketing, it
necessitates excellent strategic and analytic abilities. Content marketing allows
marketing organisations to be proactively in replying to their consumers' queries.
Throughout the three stages of the buyer's journey, marketing teams develop content,
videos, and other assets to respond to questions and provide context to customers:
a) Awareness Stage: The buyer knows they have a need at this point.
b) Consideration Stage: The buyer decides on a course of action to address

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2. SEO (Search Engine Optimization)
Content marketing and search engine optimization are frequently linked. When the
buyer in the preceding example is looking for gym shoes, they will most likely click on
one of the top three Google results. With this in mind, the sports shoes sales team wants
to make sure that their piece is among the first to appear in the search results. This is
accomplished by optimising content for consumer experience and ensuring that the
technical aspects necessary for search engine crawlers to identify and index the
information are in place.

3. SMM (Social Media Marketing)

Social media marketing is a type of digital marketing in which companies utilise social
media platforms to interact with their customers and find new ones. SMM includes both
free and paid approaches. To establish a following, organic SMM entails actively
posting content and participating with the community. Paid social media marketing
entails using various forms of advertising to attract visitors to your website and
eventually convert them into customers.

4. Paid Advertising
There are a lot of ways to pay for media on the internet. You may promote on social
media, like we discussed in SMM, as well as on search engines like Google and
[Link] adverts for search engines appear above the organic results on the SERP.
They always include a "Ad" favicon to alert the user. There are a lot of ways to pay for
media on the internet. Different payment structures may be used for this form of Digital
Marketing. The most typical are:

 Pay-per-click is a form of paid media that allows digital marketers to buy

visitors to their websites. Marketers pay a fee each time an ad is clicked on
webpages or web crawlers like as Google, chrome and Microsoft Bing.
These advertising, which frequently appear at the top of search results
pages, are mainly selected by auctions on specific keywords, whereas
banner ads on websites normally have predefined costs.

 Cost per thousand (CPM) is a phrase used in digital marketing to describe

how much an advertiser will pay for every thousand views, impressions, or
displays that an ad receives on a certain website or mobile app

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 received by an ad. A display, impression, or view is a metric that counts the number
of viewer engagements or views an ad receives. Impressions and displays mean the
phrases indicate to how many times your ad is shown to your readers; hence, CPM
is the marketing lingo used to define the price of 1,000 advertising displays on a
single webpage.

5. Email Marketing
Email marketing is a sort of digital marketing in which companies communicate with
their customers via email. Customers subscribe to a firm's email list, allowing the
company to contact them via email. Businesses can then send a variety of email
messages, such as promotional offers, educational materials, or simple updates.

6. Instant Message Marketing

The popularity of instant messaging apps is growing. Aside from WhatsApp, practically
other social media sites include direct messages, which is an excellent potential for
marketing techniques. When your consumers require assistance, they can use these
channels to get a timely response, which is incredibly beneficial to your brand and the
relationship between it and your customers.

7. Affiliate Marketing
Affiliate marketing is similar to referrals in that it entails partnering with individuals or
businesses to promote your product in consideration for a commission on each
transaction that can be traced back to their efforts. It is a cost-effective way to offshore
part of the marketing legwork; yet, because you're handing your brand's reputation to
somebody else, this type of marketing sometimes necessitates more comprehensive
monitoring and surveillance.

8. Influence Marketing
Influencer marketing is a form of digital marketing in which businesses can promote
their products or services by obtaining endorsements or recommendations from
influential people. An influencer does not have to be a celebrity; all they need is some
authority in their field and the capacity to influence others' judgments .An influencer
can get their promotions in front of a big number of people because they frequently
have large social followings. Many individuals look up to influencers and may rush to
buy something if they see someone, they admire associated with it.

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9. Mobile Marketing
Mobile marketing is a type of digital marketing that focuses on consumers of mobile
devices. It can take the form of SMS messages, push alerts, in-app advertising, and
other forms of communication. Mobile marketing is a type of digital marketing that
focuses on consumers of mobile devices. It can take the form of SMS messages, push
alerts, in-app advertising, and other forms of communication. More traditional kinds of
digital marketing, such as search ads, display ads, and social network ads, can also be
used.

10. Video Marketing

The use of video material to promote or inform consumers about your brand and
products is referred to as video marketing. Brands can employ video on their company's
website, social media marketing, programmatic marketing, and other digital channels
and formats. One of the primary reasons for the importance of video marketing is that
video is a popular medium among audiences. For example, if you run a bakery, you
might create a video tour of your establishment and broadcast it on social media or
YouTube. You might also make recipe videos or tutorials that demonstrate how to make
your baked products at home. Two-thirds of consumers say they would rather watch a
video than read about a product or service. In the first half of 2021, video accounted for
53.7% of all Internet traffic worldwide, with social a distant second at 12.7%. Marketers
must distribute their messages in places where customers will notice them. Marketers
are well aware of the value of video in marketing. In June 2021, over 8,000 marketing
leaders and discovered that pre- produced video was the leading digital customer
interaction method globally (Statista surve,2021). Not only do 81% of respondents
utilise pre-produced videos in their digital marketing, but another 13% intend to. The
next most popular approach was livestream video, which 73% of respondents presently
use and another 19% intend to use.

11. Audio Marketing

Audio marketing refers to marketing activities to provide audio material rather than
written or graphic content. Even while audio marketing has been utilised for a long time
(think radio advertisements), it is only now becoming a marketing calendar staple. As
a result, it's advantageous to start thinking about your audio marketing plan now, when
the competition is still underutilised. Audio marketing can be a more

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engaging and intimate kind of marketing than other approaches, making it an
efficient way to reach a target demographic. Furthermore, audio marketing
might be less expensive than other forms of marketing, such as television or
print commercials.

12. Virtual Reality Marketing

A marketing approach that uses virtual reality technology into marketing efforts
is known as virtual reality marketing. It can help you connect with your audience
and increase brand engagement. Instead of reading text on the screen, customers
can interact with a virtual character. Virtual reality marketing, also known as
immersive media and augmented reality, provides significant opportunity for
businesses to advertise their brands, generate sales, and improve consumer
loyalty and retention. Virtual reality generates a realistic, immersive simulation
of a world that engages many senses and is accessible via VR headgear or
applications. For example, VR can be used to apply a filter on a photograph or
video. Consider the filters on Instagram and Snapchat. Meanwhile, VR headsets
can "transport" users to a 3D virtual environment, increasing the simulation
experience. The headset reacts to the user's movements, allowing them to see
the virtual environment (360-degree view) and interact with the simulation's
different digital aspects. ―A virtual experience is a simulation of a real or
physical experience, which occurs within a computer-mediated environment,
and has been constructed to be located between direct (i.e., product trial) and
indirect (i.e., traditional advertising) experience along the spectrum of consumer
learning.‖
Daugherty et al. (2008) the main difference between a virtual experience, and
an indirect experience derived from traditional advertising, is that the former
provides a richer experience. This difference has its origin in a set of interface
characteristics known as affordances. The affordances of human experience in
marketing are the interaction expected between consumers and products

1.8 Consumer Satisfaction

Traditional conceptions of satisfaction typically defined it as a post-
alternative analysis assessment of a particular buying decision. Online buying
has numerous advantages over traditional retail shopping, such as the ability
to easily compare prices from various merchants, access a large selection of
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stuff, round-the-clock accessibility, and user-friendliness pleasant and practical
in that it saves driving to a grocery store. A client with knowledge precisely
what they're looking for can visit the website, read and contrast the product
details, and buy from the website that provides the greatest deal or service.
When it comes to online client acquisition and retention, customer satisfaction
is crucial purchasing scheme. Consumer satisfaction with internet
purchasing is comparable to the way customers view their online experience
validates their expectations. In order for internet retailers to survive in a
cutthroat market, after-sale services are especially crucial. In the future
e-commerce developments will involve enhancing the digital shopping
experience on already- existing websites, expanding the number of e-
commerce sites operated by current retailers, and introducing new products,
services, and online shopping opportunities for the younger, more tech-savvy
generation that will soon be entering the workforce. Online marketing has
several benefits, including a worldwide audience, a large selection of less
expensive products, round-the-clock access, and more (Mishra 2015). In an
online buying system, consumer satisfaction is the primary driver of both
customer acquisition and retention. The degree to which a consumer's
impression of their digital experience matches their
expectations is known as consumer
satisfaction when it comes to online buying (Vengatesan & Deepan 2017).

1.9 Framework of Demographic Variables

There are six demographic variables used in the research. The researcher has
taken the under stated six framework of respondents in respondents portrayal
for data analysis The age of sample respondents has been classified in six
groups. These included age groups (in years) from less than 20years, 20to30,
30to40 and more than 40 years.

1.9.1 Gender
The researcher included the male and females who have participated in the study.

1.9.2 Education qualification

The education qualifications have been divided in four groups. These included
secondary, senior secondary, college &UG and PG &above qualification.

1.9.3 Profession
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It is classified in four occupational groups. These included businessman,
employees, the housewives and the students.

1.9.4 Monthly income

The income status has been divided in four levels, including the monthly income
upto Rupees less than 10000, the level of ₹10000-30000, the level of ₹30000-
50000, the level of Rupees more than 60000.

1.9.5 Residential area

The status of residential area has been divided in four groups. These included
the of Dewas District.
Thus, these are the main six demographic variables for the undertaken by the
research scholar.

2.1Review of Literature
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A pervasive review of related literature has been done. It cover review of domestic and
global research articles of various years to have a deep insight

researchers in past and to identify the research gap. The researcher has done the review
of impact of digital marketing on consumer buying behaviour product, services and
consumer satisfaction.
These are discussed as follow:
Kierzkowski et al. (1996) According to their analysis, digital marketing focuses on
giving advertisers the ability to offer individualised services and content in real time,
one client at a time, to foster a sense of customization. Smith (2011) additionally
examined at how social networking sites and the Internet work together to support
existing customers by providing them with the content they require and allowing them
to exchange the same information quickly, enabling them to make purchases.
Degeratu et al. (2001) when comparing the preference behaviour of customers in
online and traditional supermarkets, note that while brand names are essential for brand
names in some categories—for example, non-sensory qualities have a greater effect on
online preferences—online price responsiveness increases due to the heavy emphasis
on price discounts on online promotions. Additionally, when considering training and
income as a demographic variable, brand names are more important for brand names in
other categories. However, the overall effect of price and promotion makes online
shopping worse than traditional shopping. But the whole effect of the price and
promotion makes internet shopping worse than offline.
Halfordand et al. (2003) identified as the growing prevalence of childhood obesity
based on a substantial body of research. According to the conventional view of obesity
externality, external variables have a greater impact on obesity than on leanness.
Watching TV has an influence on weight gain, at least in part due to insufficiently
regular activity instead of watching. TV, however, cannot merely promote inactive
lifestyle choices. This encourages eating as well. Friends are linked to overindulgence
in snack foods and TV shows. In India, the average person uses the internet for about
five hours per day. Given that Indians spend over half of their time on social media,
social networking is still their preferred online activity. Social media users spend 26%
more time on social networking sites than on television. With an average age of only
23, the majority of social media users in the nation are younger than those in other
countries. People scan their phones 150 times a day, or every 6.5 minutes, on average.
When using a smartphone to join up for these interactive social networking websites,
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72% of users never turn off their phones. Cotte et al. (2006) encouraged the use of new
technology to foster engaging

For many consumers, the internet has become an essential part of daily life (Sople,
2011). Peoples research products online before purchasing them (Kemp, 2015).
Ballantine (2005) the purpose of this study is to investigate how two elements of an
online shopping environment may affect customers' levels of satisfaction. The range of
information offered by an e-commerce environment and its degree of engagement were
the two independent factors that this study evaluated at. In a virtual experiment
containing a 3 × 3 between-subjects factorial design, participants were shown a
fictitious online retail business. A total of 360 web visitors' replies were gathered. The
findings indicate that customer satisfaction was significantly impacted by the website's
degree of interaction and volume of information.
Verma (2009) this study examines exploratory research that was conducted over a 12-
month period. According to research, advertising is a powerful instrument with
unexpected effects. But sometimes there's no way to verify it. There are no significant
indications that promotion is effective in any way, not even with a strong boost or
control. These days, consumers are stimulated by an abundance of advertisements,
which has led to dissatisfaction and hostility towards them. Through crucial study, the
impact of pertinent and redundant advertisements on consumers' behaviour was
examined in this focus. According to the findings, there should be a reversed design in
the representative relationship between sentimental response and advertising exposure.
The findings also show that reiteration has a non-monotonic relationship with message
influence: Message openings that are increased from low to moderate levels have a more
alluring effect; nevertheless, if they are expanded further, breakage and a reduction in
idealists occur. Customers were attracted to observe such promotions, and incidental
notices also revealed negative reactions. The overall response indicated a dislike for
these advertisements, which illustrates the potential waste of resources in promoting the
consumption of these commercials. To put it briefly, a reasonable level for ads must be
established, and costs must be expended correspondingly.

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individual's behaviour may be more accepting and inclined to be accepted when they
have a positive attitude has also been furthered by this study. Perceived system quality
and perceived self-efficacy were the reliable indicators of intention to use e-learning
systems in this study. It has been found that electronic learning tools are simple to
operate, leading us to believe that the user's environment has a significant impact on the
activity. Service providers give us simple-to-use e-learning resources that are intuitive
for both educators and prospective users.
Trong,Khanh & Gim (2014) the new face of retail purchasing is online shopping.
Nowadays, it is used in every country in the world, including Vietnam. Even while the
popularity of internet shopping is starting to rise quickly in Vietnam, it is still not as
widespread as it is in many other nations. This study aims to determine the variables
that could affect Vietnamese consumers' happiness with their whole online purchasing
experience. A survey questionnaire was used to gather data from 216 individuals, and
that data was used to evaluate the model. Lastly, data were subjected to regression
analysis in order to assess study hypotheses. In terms of its goal and methodology, this
study can be classified as both a descriptive-survey and an applied research study. The
research's conclusions will offer a benchmark for evaluating online purchasing and
customer satisfaction based on a number of factors, including merchandise attributes,
payment techniques, confidentiality, security, and quality of service.
Elisabeta Loanals (2014) 116 participants in a structured questionnaire examined how
electronic media affects consumer purchasing decisions. His findings have
demonstrated how the internet affects changes in purchasing decisions. Antoine Camara
discussed the potential that online platforms can offer to consumers as well as
businesses in his piece.
Ghafoor et al. (2015) examined the impact of demographic variables on Multan,
Punjab, consumers' perceptions of what they were buying. Using non-probability
convenience sampling, a questionnaire was created and given to 250 people, 146 of
whom were female and 104 of whom were male. The data was gathered and subjected
to a variety of statistical analyses using SPSS, including multiple regression analysis,
chi-square testing, and descriptive techniques. It was determined that while age and
gender have an inverse effect on consumers' purchasing behaviour, income and
education have a direct influence. Consumer impulsive purchasing behaviour is
strongly correlated with demographic components such age, gender, income, and
education.
17
Lakshmi (2016) explained the concept of online marketing to increase the awareness
of internet for the customers. Millions of people do online shopping daily and become
the potential consumers. The knowledge of consumers need and demand is the base of
marketing for organizations in present scenario. It was found that social class, culture,
family, relation, salary, gender, age are the factors which affect the buying behavior of
consumers doing online shopping.
Kaushik (2016) the author researched the idea of digital marketing in relation to India.
This study has provided insight into the concepts of digital marketing that should be
applied correctly in combination to be successful. Precautions that should be addressed
for startup marketing are discussed in this study. It draws attention to the fact that,
whereas the internet trading market was valued at Rs. 8,146 crore in December 2007,
by December 2012, it had grown to Rs. 47,349 crore. Additionally, it states that 84% of
Indians use websites for long-distance interpersonal interactions. According to this
report, computerised marketing has spread throughout India during the past few years.
Divergent opinions exist concerning it. In actuality, nevertheless, this remarkable
raising has an amazing approach to improving deals given associations should have the
knowledge to perform it perfectly. An effective automated media campaign can yield
advantages such as increased memorability and improved brand loyalty. Advanced
development aids in cost reduction, supports traffic jams during peak hours, and
improves online record status.
M. Mahesh Kumar & [Link] (2016) 93.9 percent of respondents said they save time
when shopping online, 91.7 percent said they can shop whenever they want, 75.2
percent said it's not risky, 73.9 percent said it offers a variety of products, 51.7 percent
said it's secure, and 64.3 percent said it's hazardous. Of those surveyed, 60.40 percent
thought favourably of online purchasing. Their results show that there is no correlation
between the views of customers towards online shopping and their location, income,
age, gender, or level of education.
Kaushik, Prativindhya (2016) research is to determine the impact of digital marketing
on customer purchasing behaviour for electrical devices. The study's goal is to
objectively evaluate the impact of six digital marketing aspects on customer buying
behaviour for electronic goods, including search engine marketing, content marketing,
online public relations, social media marketing, affiliate marketing, and e- mail
marketing. The impact of various digital marketing components on customer
purchasing behaviour for electronic devices is investigated in this paper. The study

18
has a sample size of 500 respondents who were chosen using judgement sampling. The
data was gathered using a standardised questionnaire. Factor analysis and regression
analysis were used to analyse the data. This paper studies the influence of various digital
marketing components on the consumer buying behaviour towards electronic products.
Mahalaxmi, K. R. & Ranjith, P. (2016) with the support of digital marketing trends,
a theoretical framework was created for this study. The study examined customers'
understanding of digital marketing and how it influences their purchasing decisions.
Trichy was chosen as the study's location, and a random sample method was applied.
The study's suggestion was focused on the responses given by customers in a specific
area. The study's major goal was to assess the intensity of customers' buying decision-
making processes in order to better understand how to employ online marketing tools
and what types of things they might like to buy online.
Maheswari et al. (2017) identified how a person's motivation, income level, quality,
occupation, personality, perception, and peer groups, as well as psychological and
demographic aspects like attitude, learning, culture, learning, and social forces, vary
from person to person and have an impact on consumers' purchasing decisions. These
days, industries use a recently created technique called data mining to investigate
clients' online purchase habits. Various methods are used to analyse the consumer data
obtained through data mining and classify them using SVM algorithm based on their
buying behaviour in order to know the actions of customers, such as the time taken to
explore a product and the time taken to buy that product. The performance of the
suggested strategy is assessed by the authors using a variety of algorithms using the
sales and inventory data that is readily available online.
Joshi at al. (2017) examine the psychological variables that influence the behaviour of
young buyers in order to collect data from 425 of them. The collected data was then
analysed using structural equation modelling. The authors discovered that spirituality,
environmental responsibility, and buyer effectiveness influence young customers'
purchasing behaviour. Government agencies and policy strategists can use these
findings to help influence young customers' purchasing decisions.
Dani, N. J. (2017) in this study to see consumer attitudes on online purchasing,
researchers looked into consumer behaviour in the field of online shopping and
customer views toward online buying, as well as the elements that influence consumers'
decision to shop online. The Kanyakumari District of Tamil Nadu was

19
chosen as the study's population, the sample size was set at 100, and we employed a
suitable sampling procedure. Website Design/Features is the most appealing and
influential element for online consumers in Kanyakumari District, according to
researcher data. Convenience is the second most influencing factor, while time saving
is the third most influencing factor. The studies also indicate that security is a major
worry among Indian online consumers.
Ugonna, I. et al. (2017) research has five main objectives based on consumer
purchasing power, consumer loyalty, and consumer digital marketing. In this study,
secondary data analysis was used, and the acquired data was subjected to a Z-test. The
study's findings revealed that online marketing is a feasible marketing communication
channel that has a substantial impact on the frequency of visits to online retailers and
consumer patronage. Companies should sell their goods and services via online
shopping stores and/or construct and establish indigenous websites where clients can
make purchases, according to the findings. Further studies should replicate the idea and
methodology utilised in this study with different products and websites to examine the
impact of shopping websites on the behaviour of electronic equipment buyers.
Farid (2017) in this study's, the researcher goal was to observe the behaviour of people
who have made internet purchases before. This behaviour is compared to people who
simply browsed the internet and looked at shopping portals for the intention of making
an online purchase. Customers were divided into four categories in the study: those who
bought regularly online, those who bought just once every six months, those who
bought once a year, and those who never bought online. The research employs an
experimental prototype based in part on Cowles, Kieker, and Little's "E-tailing Theory"
(2002) and Fishbein and Ajzen's "Theory of Reasoned Action" (1975). According to
the study framework's hypothesis, it identified two aspects from the four consumer
types. They are both marketing and a customer factor. Variations in demographic
characteristics and technological use were also recorded within these four groupings.
According to the findings, a customer factor is a mix of numerous elements such as
time spent digital and digital purchases, among others. As a result, general advice was
offered to shoppers who intend to use the internet to sell their goods and services.
Yang,[Link]. (2017) Using YouTube as a platform, researchers looked into the aspects
that influence customer attitudes and influence on shopping intention towards online

20
video advertisements. Brackett and Carr's (2001) Web Advertisement Attitude Model
(WAAM) were integrated with the Theory of Reasoned Action (TRA) and the flow
theory in this study. Gender, age, education, residency, online experience, internet time
per day, and use of video content when surfing the internet were utilised as
psychometric features of respondents in the study, which used confirmatory factor
analysis on a sample of 336 respondents. The perceived amusement, informativeness,
irritation, and legitimacy of advertising broadcast while viewers were watching internet
videos were found to affect viewers' perceptions toward these advertisements, with
irritation having a negative impact.
Ugonna (2017) the study examined the impact of timely delivery, efficient digital
advertising, and effective engagement on the frequency of visits and customer support
of the three online retailers in Owerri, Imo State. It was directed by six questions and
six theories. Two sets of standardised questionnaires were used to gather information
from the 300 participants in the sample. Z-test analyses were utilised to assess the
hypotheses, while mean statistics were employed to analyse the research questions'
responses. A programme called the Statistical Package for Social Sciences (SPSS) was
used to analyse the data. The study's conclusions demonstrated that internet marketing
is a useful communication channel that significantly affects the regularity of online
business visits and customer service. Based on the results, businesses can use online
stores to market their goods and services, develop and launch native shopping platforms
for customers, or both. The approach and analysis of the research findings should be
replicated with different products and platforms in order to evaluate the influence on
electronic components and the behaviour of digital consumers.
Pappas et al. (2017) have investigated the significance of several online buying and
individual e-commerce experience elements. Over the past six months, their study has
also included specific demographic data like age, gender, age bracket, earning, and job
opportunities in order to create a thorough consumer persona. Their results indicate that
the area for which to predict high purchase intentions in personalised online shopping
is customers' experience with online buying and online shopping combined.
Furthermore, because consumers have established needs that are primarily focused on
their motives for making purchases, traditional techniques like personalised
notifications based on browsing history and predefined purchase suggestions are
insufficient to enable them to shop online. They discover that the

21
main drivers of using customised services are price responsiveness and promotional
cognizance. They advise internet merchants to be aware of the purchasing patterns of
their clients in order to contact them according to their preferences.
Dahiya (2017) the impact of internet marketing on product categories including
designer shoes, newspapers and magazines, artwork, garments, leveraging and games,
etc., has long been recognised by the scholars. However, despite being one of India's
largest virtual customers, the auto sector has suffered greatly from academic research.
The purpose of this study is to understand how digital advertising communication
affects consumers' capacity to make decisions in the Indian passenger car industry. A
mixed methodology was used in the study. 784 Delhi interviewees participated in an
area-wise proportionate sample that yielded the important data. Wilocoxon signed rank
sample, binomial, and chi-square were employed to verify the meaning. According to
the analysis, 75% of participants bought cars via at least one digital communication
portal. When "social networks" and "smartphones" were introduced, "Site" was the
most popular digital media platform. From the "need awareness" to the "post
purchasing" stages of the auto-purchasing decision-making process, the "evaluation"
digital marketing contact had a "critical" impact. The analysis's conclusions showed
that raising awareness of a high-implication product category like autos can also be
accomplished through digital marketing communication. The results also demonstrated
that consumers have a positive outlook on digital communication, are inspired by other
customers' feedback, and express their opinions about digital platforms to others after
making a purchase. However, the study has also confirmed that although consumers
like using digital platforms to make selections, they still do not reserve their cars online.
Anasari et al. (2018) this study links the perceptions that customers have of hotel
Twitter accounts, their propensity to book, and the dissemination of favourable
evaluations on social media. Considering how many people use Twitter in Saudi Arabia,
this study primarily focuses on that country. This study uses a modified version of a
previous theoretical model on the effectiveness of social media marketing to investigate
how customers see hotel Twitter accounts through an experimental approach. An
intelligently created online survey was used to gather the data. A confirmatory factor
analysis and a structural equation model fit were performed to validate the model. If
consumers think well of a hotel and its Twitter account, they are more likely to book
it and to recommend it online, which raises the possibility that

22
customers may find the hotel's tweets entertaining. We want to know if hoteliers can
expect a return on their investment when using social media for promotion, which is
why we are doing this study.
Bala & Verma (2018) the focus of "A Critical Review of Digital Marketing" is on
energy and how things will progress in the future. The broad overview that is created
depends on what is going on in the world right now. Many publications, studies, reports,
papers, periodicals, various fields, and online data have all been taken into
consideration. This study emphasises how important it is for associations to benefit
from digital marketing strategies like search engine optimisation (SEO), search engine
marketing (SEM), content display, captivating phenomenon display, content
computerization, electronic business promotion, effort display, virtual redirection
advancement, online entertainment progress, email direct advancement, show
publicising, automated books, optical plates, and games. These strategies are also
becoming more and more common in our rapidly progressing society. Technological
advancement is appropriate and beneficial to the company's finances. In light of this
analysis, it can also be argued that identifying the online entertainment that challenges
a company's target market is another essential component in guaranteeing the growth
of electronic media. It is possible to look at how prevalent Internet advertising is for
various businesses. Additionally, the review may be accessed in comparison to the
online hoisting protocols and clearly various affiliations. According to the report, India
is going through a remarkable shift in its approach to digitization.
Bodla (2018) stated that although artificial intelligence (AI) has been a class of
developments and topic of study for a while, it has only recently become feasible to
use. Notwithstanding its relative youth in the market, AI applications currently boast
high levels of adequacy throughout businesses, particularly in showcasing. Late
advancements in AI innovation and the creation of large numbers of use cases in
marketing; current advancements in AI innovation and the creation of large numbers
of use cases have not entirely translated into a comprehensive understanding of how the
innovation works, its practical application, and the detailed recommendations it moves.
A booming industry, subject of study, and innovation is artificial intelligence (AI).
While the field of study, industry, and innovation surrounding artificial intelligence
(AI) is flourishing. AI selection has the ability to drastically change the way advertising
is completed. AI in advertising is therefore a crucial topic for further research. We
can achieve a high level understanding of AI's elaborate
23
recommendations in marketing by dissecting its current applications, its anticipated use
cases sooner rather than later, how to actualize it, and its development areas. Before AI
is widely used, there are a number of important concerns that need to be addressed.
These include the possibility of its malicious use, the effects it will have on the
elimination of jobs, and the innovation itself. Recent trend of AI promotion indicates
that a larger percentage of organisations will soon adopt it. The long-term effects of
massive execution are important to take into account, since an AI-controlled market
necessitates fundamental adjustments to the skill sets needed to thrive, the way
companies and advertisers operate, and the preferences of consumers.
Kaur Simran & Tandon (2018) the old industry has changed into digital marketing
tactics in response to the technological advancements of Internet use and the fiercely
competitive market. In a broad industry with fierce competition, digital marketing is
pursuing the business model of developing technology, growing expenses, and
expanding industry globally. Since customers view digital marketing as much safer than
traditional marketing, it can help businesses expand their reach and increase customer
satisfaction with online shopping. With the help of digital marketing, customers can
research products offered by companies and make favourable comparisons, enabling
them to purchase and enjoy their preferred products whenever and wherever they like,
at all times.
Helversen (2018) Examined that there are many factors one must take for consideration
while evaluating online consumer buying behaviour, and purchasers proceed in
different ways under different conditions. Following a thorough examination of the
literature, the following conclusions have been drawn: the site's user-friendly design,
the data's simplicity, chance, value-based security, and cost are the main factors
influencing the buyer's behaviour during an online transaction. The focus of all the
studies is on the unique elements that influence the purchasing behaviour of online and
unconnected consumers. Scientists have identified important factors, such as comfort,
that impact buyer dynamics during the product acquisition process. However, factors
influencing the acquisition of services are not yet clearly taken into factoring. In fact,
thorough research on the behaviour of disconnected and online buyers with respect to
certain goods and services has not even been done in this manner. These components
make it clear that advertisers need to adapt to the new digital era by using fresh
strategies to entice consumers to make purchases online. Since consumer behaviour
is dynamic, cultivating a devoted clientele can be
24
challenging. However, desired results can be achieved via the use of robust digital
platforms and consumer behaviour analysis.
Kumar Pal V. (2018) stated that the rise in internet usage across all age groups has led
to a growing popularity of online platforms shopping among buyers. In fact, people
started using portable applications to conduct web-based purchasing, which made it
much easier for them to accomplish shopping in an excellent way. It was evident that
there had been a significant shift in the social direction of consumer shopping. Even
while the customers first had some trouble adjusting to the online buying method, they
eventually overcome these issues thanks to the constant criticism and customer support
provided by these online specialised businesses. Instead of using traditional methods
like going to a grocery store to purchase items that are available online, these digital
specialist alliances have figured out how consumers think and have provided them with
an online shopping platform that offers better, more reliable quality shopping in order
to preserve time.
Laxman. T, Ravi B (2018) study was conducted in the Karnataka city of Kalaburagi.
To get the primary data, 125 e-marketing customers were questioned. It is stated that
practically all clients are satisfied with e-marketing because it allows for the provision
of high-quality products at reasonable costs and timely home delivery. The present
study was begun with literature search and the author searched research journals and
web sites to get information on e-marketing. For this purpose, the author collected
names and addresses of such customers from Courier offices, who deliver the products
to customers. Further, the author interviewed the customers by visiting to their houses.
The collected primary data on the customers purchasing interests is analyzed and
discussed.
Saiyed Wajid Ali & Swati Sudan (2018) examined the impulsive purchasing habits
of traditional Indian clients. The study's goal was to gauge how customers' cultural
backgrounds affected their purchasing decisions. Using a structured questionnaire, 724
responses were obtained for the primary survey. ANNOVA and factor analysis
approaches were used to analyse the data. The results of the investigation showed that
customers are greatly impacted by family borders and culture. Customers' impulsive
buying behaviour is positively impacted by culture. Compared to clients from joint
families, members of single households are more likely to engage in impulsive
purchasing.

25
Kaur S and Tandon N (2018) the digital market's main goal is to identify the ne
Today's consumers find online buying more convenient, and they are all aware of the
digital economy. Because there are so many products available from around the globe,
online buying is more convenient and affordable because there are no middlemen
involved. Every day, technological innovation advances the growth of the digital
economy. Digital marketing gathers client feedback instantaneously, responds to issues
raised by customers promptly, and even implements recommendations. Consumer
interconnectedness is increasing daily as a result of new technology and greater internet
usage, which enhances both consumer behaviour and how businesses view customer
behaviours. This study examines how digital marketing affects consumers' purchasing
decisions.
Owolabiand et al. (2018) determined the effect of advertisements on the sale of
insurance goods in Sub-Saharan Africa. One frequent marketing tactic employed by
businesses in a competitive market is advertising. There isn't another promotional
instrument available besides a big PR tool. Publicity can also be used to acquaint or
remind consumers about the products, which makes advertising a beneficial endeavour
and a crucial part of the business's marketing strategy. It is evident that there is a strong
relationship between the amount spent on advertisements and the sales of insurance
goods, indicating that higher levels of product advertising lead to higher sale.
Madan and Yadav (2018) studied the opinions of consumers regarding the use of
mobile apps and businesses in relation to online purchasing. Producers, corporations,
marketers, and regulatory agencies have all benefited from the study's findings in
evaluating the actual purchasing and usage patterns of those operating in this industry.
Goods, services, and other offers can be created with all of the recommendations in
mind, taking into account all of the aspects that this study has shown to be highly
significant. The results show a positive and related link between the variables, i.e.,
independent constructs supporting the cohesion and relationship of the dependent
variables. Dependent variables are used to study the eight independent factors. In this
investigation, only one variable—PRS—was shown to be statistically insignificant. The
best predictor of all was behavioural intention, which also has the ability to influence
customers' actual use of a given technology. Since the data were taken from various age
and gender groups, it's also critical to include the study of the moderator that was
impacted by these two factors. Based on differences in age and gender

26
identity, the data was divided into distinct groups and subgroups. The results
additionally confirmed that there are group differences for each subgroup.
Singh and Srivastava (2018) the current study studied detailed definitions of the
concept of purchase intention and how it connects to actual online buying behaviour in
India. The majority of research data on consumers' internet buying habits originates
from the US, Europe, China, and Malaysia. A proposed model was developed using
TRA, TPB, and TAM data, among other technology models. The "buy goal" is the most
crucial factor that consumers consider when deciding whether to make an online
purchase from an online retailer. This study provides online sellers and service
providers with usable information about the possible administrative consequences for
the online purchase offer in the Indian environment. Companies such as Amazon and
Flipkart engage with their clientele via the internet to deliver an optimal customer
experience. The results suggest that the portable trade associations ought to concentrate
on augmenting the perceived value of customers' virtual shopping encounters. The
results demonstrate that perceptual usage, percussion risk, confidence, self-efficacy, the
activity, and the subjective norm have a major influence in establishing the purchase
intention that ultimately results in the reality of support in the setting of an online buy
entity. As a result, companies that do business online must provide a smooth, stable,
and excellent online experience to their customers.

27
OBJECTIVE OF STUDY
 The first objective is to examine the effect of demographic factors on
consumers’ behaviour towards digital marketing. Five demographic
characteristics (gender, age, profession, monthly income, and education)
were obtained from the respondents in order to accomplish the above
objective.
 The effect of these variables was studied on the five factors of digital
marketing, which have been identified in the second objective, i.e., Perceived
Digital Marketing Promotion, Perceived Ease of Use, and Perceived Price
Value, Perceived Standard of Website& shipping Services and Social
Influence. The Independent T-test was applied to analyse the respondents'
gender-related outcomes. The findings show that, other from one factor,
there is not a significant distinction in the respondents' genders i.e.,
Perceived Ease of Use. Results for the demographic variables —age,
education, monthly income, and profession—were obtained using a one-way
ANOVA test. The outcomes of demographic variable Age indicate that all the
five factors there is a no significant difference. The next demographic factor,
such as Education, it is indicate from the one-way ANOVA that there is a
significant difference in factors such as Perceived standard of website &
Shipping services towards digital marketing. With respect to the demographic
variable such as Monthly Income, it is found that there is a not significant
difference in all factors. The next Demographic factor, such as profession, it
is found from the results of one-way ANOVA that the profession of the
respondents affects the there is a significant difference in factors such as
Perceived standard of website & Shipping services and Ease of Use towards
Digital marketing.
 Through a comprehensive analysis of the reviewed literature, 5 components
are identified as having a positive or negative impact the buying behaviour of
digital marketing when it comes to online shopping. In order to determine the
validity of these 5 factors in the selected field of study, responses from
the designated 600 sample size are collected.

28
 After principal component analysis, factor analysis was performed using
SPSS to summarise all of the data into a minimum number of factors. Every
dimension is subjected to the factor analysis independently. The reliability of
the scale has been examined using Cronbach's Alpha. The resultant scale
with 18 statements 
 In the beginning so as to formulate statements regarding the aspects
influencing consumer perceptions towards digital marketing, a
comprehensive literature review has been conducted. Kaiser-Meyer-Olkin
(KMO) is used to calculate sampling adequacy, which indicates whether or
not the sample is large enough for research purposes.
 The value of KMO should be more than 0.5, which shows that sample is
adequate for applying factor analysis (Field, 2009). Bartlett’s test of
Sphericity determines whether the correlation matrix is an identity matrix that
shows that the factors are unrelated. Using the Bartlettsphericity test,
multicollinearity among the factors is also checked. Bartlett’s test value
should be less than 0.05 (Field, 2009). The KMO and Bartlett’s test values of
the above objects have been calculated and found to be above the defined
standard.
 The study of the correlation matrix and anti-image correlations for individual
variables demonstrated that factor analysis could be applied to the data. The
data were judged to be suitable for factor analysis when the overall Kaiser-
Meyer-Olkin measure of Sampling Adequacy was determined to be 0.837
and Bartlett's Test of Sphericity was also significant (Significance = 0.000).
Consequently, every one of these analyses demonstrated that the data was
suitable for factor analysis.
 Exploratory Factor analysis helps in the reduction of data and also
determines the underlying dimensions to accomplish the specified objective.
The total variance explained by the eight factors obtained is 80.586, and the
findings of optimal factor analysis are considered a good value. Only those
factors whose Eigen value exceeds 1 have been considered. Table 5.2
presents the outcomes of the total variance explained, including the
extracted variables, the Eigen values, the percentage of variance, and the
cumulative percentage.

29
RESEARCH METHODOLOGY

In this chapter, the framework for analysis—this tackles the scientific method of
resolving research problems—is described. The chapter methodically translates the
research gap identified in the literature review into a researchable problem statement,
which leads to the study's objectives. The research hypotheses and research questions
are also mentioned in this chapter. The establishment of the scale, the sample plan, the
research design, and data collection techniques are the main topics of this chapter. The
limits of the methodology are briefly explained in this chapter.

Research is known as the formations of new knowledge or the innovative use of

preexisting knowledge to provide fresh concepts, approaches, and comprehensions.
This can involve synthesising and analysing earlier research to the magnitude that it
develops original and inventive results.
The above explanation of research aligns with an extensive understanding of research
and experimental development (R&D), which is defined as innovative research done
methodically to expand the body of knowledge, including understanding of individuals,
societies, and cultures, as well as the implementation of this understanding for the
creation of novel applications. Research is the methodical examination of data using
scientific techniques to tackle a specific issue or topic of study. "Research is a
systematic inquiry to describe, explain, predict, and control the observed phenomenon,"
states American sociologist Earl Robert Babbie. Both deductive and inductive
procedures are used. While deductive approaches confirm the observed event, inductive
methods analyse an observed event. Qualitative research is typically connected with
inductive methodologies, while quantitative analysis is more frequently associated with
deductive methods.

Definitions
According to Wikipedia Research is "creative and systematic work undertaken to
increase the stock of knowledge".

73
According to Payton (1979), Research is a systematic, formal, rigorous and precise
process employed to gain solutions to problems or to discover and interpret new facts
and relationships.
According to Kothari (2004), defines that the research is an original contribution to
the existing stock of knowledge making for its development. The systematic approach
concerning generalisations and formulation of a theory is also research.
D. Slesinger and D. Stephenspn in the Encyclopedia of Social Sciences define
research as "the manipulation of things, concepts or symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids in
construction of theory or in the practice of an art".
According to John W. Creswell, who said that "research is a process of steps used to
collect and analyze information to increase our understanding of a topic or issue".
Francis G, Cornell defines research as, "the activity of collecting information in an
orderly and systematic fashion".
clarke and clarke definition of research : Research is a careful, systematic and
objective investigation conducted to obtain valid facts, draw conclusions and
established principles regarding an identifiable problem in some field of knowledge.
According to P.M. Cook: “Research is an honest exhaustive, intelligent searching for
facts and their meanings or implications with reference to a given problem. The product
or findings of a given piece of research should be an authentic, verifiable and
contribution to knowledge in the field studied.”
The Advanced Learner’s Dictionary of Current English spells out the meaning
of
„research‟ as „a careful investigation or inquiry specifically through search for new
facts in any branch of knowledge‟.
According to William C. Emory, who defines “research is any organized
inquiry designed and carried out to provide information for solving a problem.”

Redman and Mory, in a similar tone, define research as a „systematized effort to gain
new knowledge‟.
According to the Webster’s International Dictionary, „research‟ is „a careful,
critical inquiry or explanation in seeking facts or principles; diligent investigation
in order to ascertain something‟.

D Slesinger and M Stephenson perceived the term „research‟ as „the manipulation of

74
things, concepts or symbols for the purpose of generalizing to extend, correct or

75
verify knowledge, whether that knowledge aids in construction of theory or in the
practice of an art‟.
According to George J. Mouly who defines research as, “The systematic and
scholarly application of the scientific method interpreted in its broader sense, to the
solution of social studiesal problems; conversely, any systematic study designed to
promote the development of social studies as a science can be considered research.”
According to C.C. Crawford who says that “Research is simply a systematic and
refined technique of thinking, employing specialised tools, instruments, and
procedures in order to obtain a more adequate solution of a problem than would be
possible under ordinary means. It starts with a problem, collects data or facts, analysis
these critically and reaches decisions based on the actual evidence. It evolves original
work instead of mere exercise of personal. It evolves from a genuine desire to know rather
than a desire to prove something. It is quantitative, seeking to know not only what but
how much, and measurement is therefore, a central feature of it.”
According to John W. Best, “Research is considered to be the more formal,
systematic, intensive process of carrying on the scientific methods of analysis. It
involves a more systematic structure of investigation, usually resulting in some sort of
formal record of procedures and a report of results or conclusions.”
According to V. Redman and A.V.H. Mory : “Research is a systematized effort
to gain new knowledge.”

According to The Organization for Economic Cooperation and

Development (OECD), "You have to any creative systematic activity
undertaken in order to increase the stock of knowledge, including knowledge
of man, culture and society, and the use of this knowledge to devise new
applications."

According to James Harvey Robinson who defines “Research is but diligent

search which enjoys the high flavour or primitive hunting.”

According to Encyclopaedia of Social Science : “Research is the

manipulation of things concepts or symbols for the purpose of generalizing to
extend, correct or verify knowledge, whether that knowledge aids in the practice
of an art.”

According to C. Francies Rummel: “Research is an endeavor to discover, develop

and verify knowledge. It is an intellectual process that has developed over hundreds of
76
years, ever changing in purpose and form and always searching for truth.”

77
 Thus, the research is the implementing standards and procedures to discover the
solution of the proposed issue. In order to solve issues related to the research field, it
examines into the facts.

Research Methodology
A research methodology describes the techniques and procedures used to identify and
analyze information regarding a specific research topic. It is a process by which
researchers design their study so that they can achieve their objectives using the selected
research instruments. It includes all the important aspects of research, including
research design, data collection methods, data analysis methods, and the overall
framework within which the research is conducted. While these points can help you
understand what research methodology is, you also need to know why it is important to
pick the right methodology. A scientific paper's research methodology section explains
the various methodological decisions taken, such as the techniques used for data
collecting and analysis, and the rationale behind them. The justifications ought to clarify
why the selected techniques are the best suitable for addressing the research issue. The
validity and dependability of the study findings are further enhanced by an effective
research process. Depending on the goals of the research, one can select from three
different types of research methodology: mixed-method, quantitative, and qualitative.

3.1 Research Gap

The scholar has done in depth studies literature review on digital marketing & consumer
buying behaviour. The studied literature on the particular area for investigation
identified the following gap.
 The concept of consumer satisfaction is vital. Then, the level of
consumer‟s satisfaction is need to be evaluates.
 Less number of research studies has been done on M.P. state special
(District DEWAS ) on this area, thus there existed a gap.
 The challenge in adopt of online shopping being faced by the consumers is
to be examined, as very less number of studies have been done in earlier.
 In the consumers of Sirsa District need to be studied to find out the issues
being faced when they do digital shopping.
 The deep knowledge of online shopping mechanism & awareness of
consumers is vital. Then it is evaluates.

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3.2 Research question
One of the initial methodological tasks a scholar must take when doing research is to
clearly define the study issue. When crafting a research question, it might be helpful to
have an interest in or understanding of a specific topic. The formulation of the research
question is heavily influenced by the information that will be sought and also dictates
where it will be found. The study question needs to be precise and well- defined. Two
techniques for selecting parameters in the formulation of a research question are
proposed by the literature: the PICO and FINER approaches. The FINER method is
adopted by the researcher.
The following research question has been formulated by the researcher:
 What is the awareness level of consumers about digital shopping?
 Are the consumers satisfied while they buying online shopping?
 Which are the products preferred by consumer while they buying online
shopping?
 Which are the services preferred by consumer while they buying online shopping?

3.3 Research objectives

The development of digitalization in digital marketing has created a virtual environment
in the whole world. The digital marketing is broadly used due to their entire benefits.
The purpose studies highlight the concept of digital marketing and consumer buying
behaviour in addition to the main objectives.

1. To study the influence of demographic factors

on digital marketing.
The primary aim of this objective is to see the effect demographic factors on the
consumer‟s behaviour towards the adoption of online shopping since demographic
variables are represent an essential component in determining the adoption of digital
marketing technologies.

2. To identify the factors that influence buying

behaviour of consumer towards digital
marketing.
The main goal of this objective is to identify factors influencing buying behaviour of
consumer towards digital marketing. Various factors affecting consumer‟s behaviour
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towards adopting digital marketing have been investigated.

3. To analyse the type of products and services

that consumer buy online.
The main goal of this objective is to analyse the types of product& services that
consumer‟s buying online. Various type product & services have been investigated.
To study the satisfaction level of consumers while buying online.
The primary aim of this objective is to see the satisfaction level of consumer while
online shopping. Consumer‟ satisfying with online shopping has been investigated.

3.4 Hypothesis of the study

H1. There is no significant difference in consumer buying behaviour towards digital
shopping due to gender.
H2. There is no significant difference in consumer buying behaviour towards digital
shopping due to age.
H3. There is no significant difference in consumer buying behaviour towards digital
shopping due to education.
H4. There is no significant difference in consumer buying behaviour towards digital
shopping due to income.

3.5 Signification of the study

The media's impact is vital in bridging the gap between the personal and public spheres.
They have three main functions: they enlighten, educate, and sway people's opinions.
Historically, a multitude of global nations and civilizations have employed traditional
methods of mass communication. It's the golden age of new media now. The public's
engagement with the news sector is changing in type.
Digital media allows for instantaneous, perceptive, and captivating dialogue thanks to
cutting-edge technologies.
 Studying the impact of digital marketing on consumer‟s buying behaviour,
especially by identifying the impact of subjective features of online shopping
relatively new phenomenon. Not much research has been done on this topic.
Moreover, it will give an idea about how these subjective features of digital
marketing influence attitude of consumers, their purchase intention and
actual buying behaviour.
 Pleasurable, joyful, and amusing advertising have the power to grab viewers'
attention and pique their interest in watching them. As a result, one crucial
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 aspect that needs to be researched is how interesting commercials are.
 There is need to study the influence of demographic factors on digital marketing.
 There is need to which type of products and services that consumer buys online.
 There is need to study the satisfaction level of consumers while buying online.

3.6 Scope of the study

The study offered a platform for understanding thoroughly digital purchasing
mechanism. The purpose of this research is to determine whether customers are aware
of digital media and how digital platforms factor into their purchasing decisions, as well
as how digital media affects those decisions. The study detects and examines Sirsa
District customers' digital purchasing patterns. Additionally, it looks into the variables
that influence consumers' digital purchasing decisions. Thus, an in depth study of
consumer buying behaviour and consumer satisfaction level has been done. The studies
also provide the knowledge about digital marketing. Thus the study is consumer
oriented. The scope of the study is limited to Sirsa district. In order to build and maintain
consumer loyalty, this research will assist marketing who are currently operating in the
industry as well as those who hope to enter it. This can also be applied to the digital
marketing report on foreign client behaviour.

3.7 Research design

To achieve the goals of this research, descriptive and exploratory research will be
conducted. Exploratory research, as the term indicates, is used to investigate issues that
aren't well understood. Descriptive research, on the other hand, aims to characterize a
phenomenon, behaviour, circumstance, or subject without affecting it. As a result, these
two types of research designs will be used to gain a better understanding of the study
problem.

3.8 Sampling design

The framework of research methodologies and techniques selected by a researcher to
carry out a study is known as research design. The design enables scholars to focus on

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 the most effective research techniques for the topic at hand and organise their
investigations for achievement. An investigator plans to create a project layout, which
is a methodical overview of the operational procedure, in order to achieve the analysis
goals. The framework for information repositories, assessment, and analytics is the
research architecture. As an investigator, I examined the "Impact of Digital Marketing
on Consumer Buying Behaviour in Sirsa District" in this review. This is a thorough
analysis. Research studies outline the purchasing habits of customers. The research
variables under investigation are observed cross-sectionally in this study. To determine
their relevance to the influence they have on the behavioural intention for online
purchases, a number of constructs, including technology acceptance, knowledge
sharing, psychological/psychographic characteristics, ethnographic characteristics,
internet usage, online self, and social factors affecting behaviour, will be examined.
Next, in order to determine their interactions with the behavioural intention to shop
electronically from web-based stores, constructs such as consumer/behavioral feature,
Internet/website characteristics, product and brand feature, and technology acceptance
factors responsible for the acceptance and adoption of e-stores will be investigated.
Descriptive research includes corresponding respondents' surveys and finding out facts.
A crucial feature of the technique is that the researcher does not dictate the framework;
Scholars are only able to share what actually happened or what happens to be going on.

Universe of the study

The collection of all relevant things or observations in a statistical study is referred to
as the universe or population. The sum of all the people, families, groups, companies,
associations, places, or occasions that we would like to research. The population is the
study's target group. It is the entire set of elements from which we want for generating
conclusions. There are three types of universe. These are as follow:
 Finite
 Infinite
 Hypothetical

The finite type of universe will be used in collection of data.

The universe of the research comprised the customer of Sirsa District of Haryana.

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Sampling unit
“A statistical sample is a miniature of cross selection of the rntire group or aggregate
from which the sample is taken is taken” (Pauling V Young). “Sampling is the
selection of certain percentage of a group of items according to the predetermine plan”
(Bogrdus). “A sample as the name applies is a smaller representative of a large whole”
(Good and Hutt). “In the social sciences, it is not possible to collect data from every
respondent‟s relevant to our study but some only fractional part of the respondents. The
process of selecting the fractional part is called sampling” (D S Fox). “In every branch
of science we lack the resources, to study more than a fragment of the phenomena that
might advance our knowledge. (W G Cocharn).
The target group of costumer included respondents of age group from less than 20years
to more than 40 years.

Sampling frame
“A sampling frame is a list of elements from which the sample is actually drawn
&closely related to the population” (Cooper& Schindler, 2006). So, the sampling
frame included data collection from respondents of Sirsa District of Haryana state.
Haryana state has 22 districts and 6 administrative divisions. The Sirsa district is
divided in 4 sub- divisions. The researcher has selected Sirsa district (DEWAS, BAGLI,
HATPIPLIYA,SONKATCH,) for research study.

Sampling technique
Convenience sampling is a specific type of probability sampling method in which the
most readily available primary data source—which depends on gathering information
from individuals who are accommodative willing to participate—has been specified for
the research work.

Sample size
The number of observation utilized to calculate the estimates for a certain population is
known as the sample size. The population has been used to determine the sample size.
The process of selecting a portion of the population to estimate the distinctive features
of the entire population is known as sampling. For analysis, the overall number of

83
individuals in a subset of the population is selected. “It is important to select adequate
number of elements from the population so that the study of the sample will not only
help in understanding the chaterstics of the population but will also enable us to
generalize the results”( Lohar, 2019).
It is generally, suggest that the sample size should neither be too large nor be too small
but should be optimal. Thus, determination of sample size is vital. The sample size is
determined according to the population of the study. Sample size influences how the
sample findings accurately represent the population (Burns & Bush, 2010). The
larger the sample is, the more likely that the generalizations are an accurate reflection
of the population (Saunders, Lewis & Thornhill, 2009).Sample size has been
calculated using the formula given by Godden. B. (2004) as follow: Sample size in case
of Infinite Population (as the population is more than 50,000)

Sample Size formula

SS = Z 2 * (P) * (1-P) / C2

Z = Z value (1.96 for 95% confidence level)

P = Percentage of population picking a choice expressed as decimal
C = Confidence interval expressed as decimal (0.4=+/ -4 percentage
points…)
SS = (1.96)2 * 0.5 * 0.5) / (0.04)2 = 3.8416 * 0.25 / 0.0016 = 600
So, the sample size will be needed 600 for this study.

The population is finite. So the sample size taken is 600 respondents.150 respondents
from every four Sub-Division (DEWAS, BAGLI, HATPIPLIYA,SONKATCH,) in
Sirsa district were selected from the state of Haryana. The sampling technique used for
selecting the sample is quota sampling.
3.9 Period of the study
For every research the time period is very important, as it shows the time frame of the
research topic. The period of the study was 2021-2024. The secondary data collected
and complied accordingly. The collection of primary data was done from respondents
during the period of the study between December, 2022 and September, 2023.

3.10 Questionnaire development

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The questionnaire was created with an emphasis on achieving the objectives established
for the study that was conducted. The questionnaire was composed of total 51 questions
and the 5-point Linkert scale was used for collecting the responses for the questions
framed by the research scholar. Following an extensive examination of online shopping,
a well-structured survey has been developed. There are two components to the
questionnaire:
Section A: the demographic and social economic variables of the respondents and Section
B: the statements related to development of digital connectivity of the respondents
and satisfaction level. All the items were rated on five Point Likert scale ranging from
strongly disagree (1) to strongly agree (5).
Contained the list of items related to the ranking of the different product as per the
priority of the online shopping. All the items were ranked from 1 to 5, ranking from
least important to most important.
Contained the list of items related to the ranking of the different services as per the
priority of the online shopping.

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DATA COLLECTION
Primary data Primary sources and secondary sources are the two types of data
sources. If the data collector is the one doing the analysis, the source is primary. If one
organisation or individual has prepared data to be used by another organisation or
people, the source is secondary. In this study, both primary and secondary data will be
collected.
 Secondary data will be gathered from a variety of books on consumer
behaviour and retailing, as well as from the internet.
 Journals such as the Journal of Marketing, the Journal of Consumer
Research, the Journal of Retailing, the Journal of Consumer Affairs, the
Journal of Marketing Research, and the Academy of Marketing all publish
articles on marketing. International Journal of Marketing Science, Science
Review, Journal of the Academy of Marketing Science Journal of Interactive
Marketing, Electronic Commerce, and so forth.
 Unpublished and published thesis works are both available on the internet.
 The primary data, on the other hand, will be obtained via a structured
detailed questionnaire that the researcher will create based on a literature
review on the relevant themes. For each statement, the respondents will rate
various closed ended questions, dichotomous questions, multiple questions
ranking scale, nominal scale questions, ordinal scale questions, and some
of the things on a Likert point scale where 1 = strongly disagree (extremely
important). 5 = strong disagreement (not important at each and every one)
 Data will be collected using a standardized questionnaire that will be
administered in both Hindi and English to respondents via Google Docs, e-
mails, and human contact.

3.11 Tools and techniques of data analysis

The effective utilisation of tools and techniques is the next crucial step in the research
process. Without which, the study's conclusion is not possible. As a result, analysis
plays a critical role in finding solutions to the problems the researcher posed for the
purpose of the research, as well as in organising, classifying, and summarising the data
that was gathered for better comprehending and interpretation. The data will be

86
analysed using a variety of descriptive and advanced statistical tools and techniques, as
well as tabular and graphical analysis. For the purpose to collect information from the
respondents about the study objectives, a structured questionnaire was created. The
responses have been examined to determine the outcomes with relation to every single
objective. Further responses were coded and entered into the IBM Statistical Packge for
Social Science version [Link]. Appropriate statistical tools were applied for different
questions to achieve the stated objectives like percentage, mean, standard deviation, and
independent sample t-test, one-way ANOVA, Exploratory Factor Analysis, and Garret
Ranking Technique, Multiple Regression Analysis, Correlation. A five-point Likert
scale will be used in the investigation. The data will be quantified, and the most recent
version of SPSS & Microsoft Excel will be used to process it. Here is a brief explanation
of each of the techniques and tools utilised in this study:

 Percentage Analysis
A more effective and simpler way to understand the data gathered in percentage form
is to use the percentage analysis technique.

A single unit in a whole of N units

N 100
 Mean
The mean refers to the number you obtain when you sum up a given set of numbers and
then divide this sum by the total number in the set. The formula for mean is:
x1 + x2+ x3 …. xn

 Standard Deviation
In descriptive statistics, the standard deviation represents the degree of scatter or
dispersion of the data points with respect to their mean. It is a measure of the deviation
of the data points from the mean and indicates how the values are distributed
throughout the data sample. The square root of a variable's variance gives the standard
deviation of the data set, sample, statistical population, random variable, or probability
distribution.

87
 Independent Sample T-test
When comparing the means of two independent groups, the Independent Samples T -
Test is used to assess if there is statistical support for a significant difference in the
related population means. A parametric test is the Independent Samples T - Test. The
independent t-test, also known as the student's t-test, independent-samples t-test, or two-
sample t-test, is an inferential statistical test that establishes whether the means of two
unrelated groups differ statistically significantly. Prior to using the t-test, two
fundamental assumptions of the independent t-test—the test of homogeneity of variance
and the test of normality—should be met. To use the t-test, both of these presumptions
must be fulfilled.

 One way ANOVA

An effective statistical method for demonstrating the difference between two or more
means or components through significance testing is analysis of variance, or ANOVA.
It also provides an approach to compare the means of numerous populations at different
times. The variance within each sample and the variation between the samples means
are the two types of variation that are compared while running the Anova test. F-
statistics, which test the group mean and determine whether the means are substantially
different, are used to evaluate the findings of ANOVA analysis. The variance within
the group and the variance resulting from the variation in the group mean are the two
estimates of variance that are compared in the analysis. The ratio between these two
groups is computed using F-statistics. If the F-statistics are high, the difference between
groups is higher than within-group. If the F-ratio is equal to or less than one, it signifies
that there is no significant difference between groups.
The ANOVA formula is as follows:
F= MST/MSE
Where:
F= ANOVA coefficient
MST= Mean sum of squares due to treatment
MSE= Mean sum of squares due to error
 Exploratory Factor Analysis
The statistical method of exploratory factor analysis (EFA) is used to condense the data
into a more manageable set of variables. Using SPSS version 29.0, this multivariate
data reduction technique is applied. The EFA assists in examining the

88
interactions between variables and condensing them into a small number of manageable
factors (Stewart, 1981). EFA carries out two primary objectives: data reduction and
data summarization. For the present study, exploratory factor analysis using principal
component analysis (PCA) was applied to compute factors. Varimax rotation was used
to get a minimum of 0.5 or more factor loading, and factor extraction was based on the
Eigen value of 1 or higher, as suggested by Teo (2001) and Hair et al. (2006).
The Kaiser-Meyer-Olkin test (KMO) examines the suitability of your data for factor
analysis.
The test examines how well each model variable is sampled. The percentage of variance
among variables that may represent common variance is measured by the statistic. The
more suitable the data is for factor analysis, the lower the proportion.
Values between 0 and 1 are returned by KMO. A general guideline to understanding
the statistic is:

 The KMO value of 0.8 to 1 indicates significant sampling.

 If the KMO value is less than 0.6, it suggests that the sampling is inadequate
and that corrective action is necessary. This value is set at 0.5 by certain
authors.
 KMO Large partial correlations relative to the sum of correlations are
indicated by values that are near to zero. Put differently, there exist
extensive correlations that pose a significant challenge to the field of factor
analysis.
Bartlett's test of sphericity is used to determine whether the variables are
multicollinear. Bartlett's test results should have a value that is less than 0.05 (field,
2009). These are the presumptions that must be true before factor analysis may be
used.
 No outlier
 Adequate sample size
 No perfect multicollinearity
 Homoscedasticity
 Linearity
 Interval Data
 Multiple Regression Analysis

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3.12 Reliability and Validity Analysis
Every construct applied to the research instrument has a multi-item scale that was taken
from earlier studies. Nonetheless, because this scale item has been utilised in several
settings, its validity and reliability have been examined.

 Pilot study
A feasibility study, sometimes referred to as a pilot study, is a small-scale preparatory
investigation carried out in advance of the primary research to assess the viability or
enhance the research design. Before starting a large-scale research endeavour, pilot
studies might be crucial for developing the framework and research methodology. A
pilot study was done for 100 respondents similarly comprising respondents from
DEWAS District. The questionnaire's development process tested it for crucial
elements including identifying and addressing issues, feasibility, efficacy of research
instruments Identifying and addressing any weaknesses or logistical problems,
collecting preliminary data and other features. Results of the pilot study were analyzed
&reviewed carefully. Necessary modifications have been done and finalized the
questionnaire. It consisted of total 42 questions with two parts. The pilot study verified
the validity and reliability of research questionnaire.

 Validity Analysis
The ability of an instrument to measure what it is intended to measure is known as
validity (Wetter et al., 1992). The questionnaire for the study contains Likert scale
questions with multiple statements that are scored on a five-point scale. The factor
analysis technique was utilised to reduce the amount of data and eliminate
multicollinearity. Three approaches are included in the validity analysis: content
validity, criterion validity, and construct validity.

 Reliability Analysis
The degree to which findings hold up over time and accurately depict the entire group
being studied is known as reliability. A research instrument is deemed reliable if the
study's findings can be replicated using a comparable approach (Joppe, 2000). Based
on a research project by Guttman (Guttman, 1945), Cronbach (Cronbach, 1951)
popularised Cronbach's alpha. The purpose of the reliability test was to evaluate the
measurement items' internal consistency, quality, and relationship with one another.
The Cronbach's alpha approach was employed to evaluate the instrument's

90
 dependability. As advised by Nunnally (1978), alpha values of 0.7 were considered
generally acceptable.

 Pilot Study Analysis

Based on the literature review, seven factors were extracted relating to the
consumer buying behaviour towards digital marketing. By applying Cronbach‟s
alpha methodology, the reliability of the factors was checked. The table 3.2 shows
Cronbach‟s alpha valves of all 7 factors. There have been 20 statements developed
for consumer behavior towards digital marketing factors. After reliability and validity
analysis

Limitations and Future Prospects

160
 First off, the sample size of Indian respondents is limited, so future studies
might examine the ways in which different cultural backgrounds and
demographics affect the uptake of digital marketing services. A large and
diverse sample may yield different results. Future research may examine
how people in developed and emerging nations embrace and suggest
technology in relation to online social media platforms.
 Secondly, in terms of data collection methodology, the descriptive technique
was used for this study. Additionally, cross-section data can be gathered to
comprehend the preferences of a larger client base. India is a nation where
culture rules. Future studies can address a few markers of cultural
orientation, including the impact of individualism/society,
environment/structure, power, and competitiveness.
 In order to help service providers better understand consumer intention and
perceived satisfaction in the use of online shopping website, future study
suggests include more variables. Subsequent research endeavours may
encompass the residual variables with additional factors like social media
presence, perceived knowledge, promotional offers, demonetization, and so
forth. It may also contain additional psychological elements that influence
users' intentions to adopt digital marketing. Our study looks into how
consumers feel about using digital marketing and how users perceive them.
Subsequent research endeavours may scrutinise intent in greater detail by
incorporating characteristics such as the users' intention to persist in using
technology, their loyalty to the same digital marketing providers, and, lastly,
their influence on consumer usage patterns.
 The study's sample size was limited to 600 due to time constraints. When
compared to the number of digital marketing in India, this sample size is
extremely small. As a result, the researcher can take into account using a
broad sample in order to get various results for the current study.
 Future studies could compare the adoption patterns of digital marketing
website by users in urban and rural areas.
 The study selected demographic area is only DEWAS district. Future
studies could select the all India.

 In the present research, the researcher is studying only dewas district.

The main limitation of this study will be not covering the entire M.P. by

161
 researcher. 

SCOPE
The main focus of this study was to examine the attitude, perception and behavioral
intention of consumers toward the adoption of digital marketing mobile in India. The
study also explored various factors affecting the acceptability and adoption of digital
marketing. Digital marketing can benefit the whole companies and consumers,
depositories, big business organizations, small shopkeepers, and utility service
providers. The Telecom sector should improve communication technologies rapidly and
also develop safe systems so that exponential growth is possible for digital marketing
users. The suggestions are as follows:
 Companies should create awareness regarding the benefits of online
shopping. To develop a positive perception and attitude towards the behavior
intention of digital marketing Mobile payments, companies need to take more
and more steps towards marketing strategies like discounts, offers,
cashback, etc. services to increase the base of digital marketing users. It will
help digital marketing companies in engaging their customers.
 This survey also discovered that, in contrast to e-commerce websites,
consumers of digital marketing companies and services still felt there was a
danger involved in using D-marketing, especially for financial transactions.
This may be the result of a lack of laws or a regulatory framework pertaining
to e-commerce. Thus, the government should focus on creating legislation
that reduce user danger and increase trust in digital marketing use.
 Many businesses are drawn to the e-commerce sector due to its great
development potential, which implies that in order to get a competitive edge
over rivals, businesses should cultivate a sense of consumer loyalty. Only
when customers are happy with their services can this be accomplished.
 One of the most common advantages of digital marketing systems is its
accessibility, which greatly encourages users to use their online shopping
whenever and wherever they choose. Customers would become irate if they
had trouble promoting or using online services in order to fulfil their purchases
objectives. As a result, digital marketing usability and functionality should be
examined, and delivery services should be created with ease of access and
navigation for customers in mind.
162
 The present research study is conducted to contribute to the understanding
of the current research. All efforts are made to make the research reliable
and valid, but some constraints in this research need to be considered when
assessing the study‟s results. Some limitations of the study are as follow:
 The sample size of the present study„s was limited to 600 because of the
time constraint. Therefore, the sample size of the online shopping taken
for the research is very small in proportion to the whole population of the
online shoppers in DEWAS (M.P.).
 The present study results the findings based on the primary data. Then,
the findings of the present research study rely on the respondents
responses. There are also chances for partial replies that could not be
recognized.
 Due to the limited scope, only area of DEWAS district of Madhya
Pradesh has been selected for this research.

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