Volume 4, Issue 10, October – 2019 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

A Comparative Study on Effectiveness of Digital

Marketing on Consumers Buying Behavior
Nitin Koparkar, [1] Dr. Priti Rai [2]
MBA student Department of Management Studies Assistant Professor, Department of Management Studies
G.H. Raisoni College of Engineering G.H. Raisoni College of Engineering

Abstract:- This survey was conducted to find out how III. LITERATURE REVIEW
social media can affect consumers buying behavior. The
target of the survey was to know the usefulness of  According to study conducted in (2007) it was found
digital marketing in the competitive market. With the that many companies has plans to grow their company
help of simple random technique 100 samples were and growth of online shopping. For that they used
selected. From analysis of data it was found that social various strategies like market segmentation, designing
media marketing helps consumers to choose the right of website and online advertising. Their forecasting
product and also consumers buying behavior is affected could be reliable depending on online purchasing
by social media marketing. behavior of consumers.
 According to study conducted by Dr. Sonal Kala (2015)
I. MY WORK internet is the main attraction of todays day to day
lifestyle, and connecting with people for various
Digital marketing is the marketing of products with purposes. This study showed relationship between
the help of digital technologies. There are many resources consumer purchase behavior and online shopping.
available for digital marketing. Mobile phones, websites,  As per Zia cu haq (2012) retailers and marketers use
various modes of display advertising are a part of digital online shopping as source of information. And as a
marketing. With the help of these equipment’s one can do result of the study it was found that consumers view for
the promotion of their products. online marketing is useful in the formation of trust in
consumers.
Traditionally newspapers, radio, T.V were used for  According to study conducted in 2016 by Obaidat,
marketing, as a mode of marketing; but as digitalization M.S., & Lorenz,P. Many individual as well as group
come into trend everyone is using digital technologies than forms are e-commerce, it help them to grow their
the traditional methods. Since Digital marketing is easy to business. With the help of e-commerce firms can buy
use, easy to access and available 24/7, everyone is and sell online. There are different names of e-
preferring digitalization most. commerce i.e. web commerce, e-comm, e-tail. For any
retail transaction process e-tail is used.
Due to digitalization it becomes easy to promote
products and reach maximum number of people. By using IV. RESEARCH METHODOLOGY
digital technology, advertisers can easily access on data of
consumers, it becomes easier for them to know how many This study based on primary and secondary data.
times people visited the campaign, how many viewers Primary data is collected through well-structured
responded, how many purchased items using online mode questionnaire. Secondary data needed for the study was
of transactions. This helps advertisers to keep track of collected from journals, books, websites and other
consumers and help to improve and make huge profit for references etc.
organization.
A total number of samples was 100 study from
II. OBJECTIVES respondent sample method and purchaser. These
respondents were conveniently selected through simple
 To study influence of social media marketing on random technique of data collection. For the analysis the
consumers buying behavior. data were further processed by using statistical tools
 To recognize the usefulness of digital marketing in the percentage analysis.
competitive market.
 To compare customers preference among digital
marketing and traditional marketing.

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Volume 4, Issue 10, October – 2019 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
V. DATA INTERPRETATION

Graph 4

 This graph shows how often privacy concerns prevents

Graph 1 respondents from buying product online. Most of the
consumers thinks that online purchase is safe and
 This graph shows the respondents thinking about social secured.
media marketing.62.5% respondents are agreeing about
social media marketing is helpful for choosing product.

Graph 5

 This graph shows the respondents opinion about

Graph 2 traditional and social media marketing. Maximum
number of consumers agreed that social media
 This graph shows the respondents opinion about digital marketing is more effective than the traditional
channels about buying behavior. It was found that most marketing.
of the consumers experienced and agreed that digital
channels have changed their buying decisions.

Graph 6
Graph 3
 This graph shows the count of different products bought
 This graph shows the respondents reasons for choosing by the respondents. More than commercial and word of
online mode for purchasing. As compared to direct mouth social media marketing is effective method of
shopping online shopping provides more discount offer marketing.
so most of the consumers prefer to go for online
purchases.

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Volume 4, Issue 10, October – 2019 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165

Graph 7 Graph 10

 This graph shows the factors responsible for influencing  This graph shows the satisfaction rate. 39.4% of the
the purchase decisions of respondents. Most of the respondents are satisfied with digital marketing
consumers prefer to buy online 12 times more than channels.
going out and searching for shops.

Graph 11

Graph 8  This graph shows the duration of respondents of buying

products using digital channels. 35% of respondents buy
 This graph shows the choice made by respondents for products more frequently.
shopping. Among all the digital marketing techniques
social media influences most of the consumers. VI. FINDINGS

 Most of the consumer thinks that social media is helpful

in choosing the product.
 It was found that most of the consumers experienced
and agreed that digital channels have changed their
buying decisions.
 As compared to direct shopping online shopping
provides more discount offer so most of the consumers
prefer to go for online purchases.
 Most of the consumers thinks that online purchase is
safe and secured.
 Maximum number of consumers agreed that social
media marketing is more effective than the traditional
marketing.
 More than commercial and word of mouth social media
Graph 9
marketing is effective method of marketing.
 Most of the consumers prefer to buy online than going
 This graph shows the influence of digital channels for
out and searching for shops.
buying products. Many consumers buy things online
 Among all the digital marketing techniques social
and their satisfaction level is high.
media influences most of the consumers.

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Volume 4, Issue 10, October – 2019 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
 Many consumers buy things online and their
satisfaction level is high.

VII. STUDY LIMITATIONS

All sincere efforts were made to make the study

universally valid. Our study has demographical limitations
since Sample was collected from Nagpur District only, so it
is limited to Nagpur District only.

VIII. CONCLUSION

The study considered the consumers behavior towards

online and traditional shopping methods.

It was found that consumers prefer to purchase online

than that of the malls and traditional shops, since online
shopping gives more benefits than the direct shopping.
Online shopping gives advantage of accessing different
products at the same time on one screen.

Where consumers can compare price as well as

quality before purchasing. And it is also found that
consumers find online shopping more relaxing, comfortable
and time saving.

Digital marketing has made greater impact on

consumers mind and it has diverted them to online
shopping.

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