Impact of digital marketing on consumer s attitude and buying behavior a study of consumer behaviour in organised retail sector in punjab and himachal pradesh

Abstract

ABSTRACT newlineImpact of Digital Marketing on consumer s attitude and buying behaviour: A study of consumer behaviour in Organised Retail Sector in Punjab and Himachal Pradesh is a research on how digital marketing have impact on consumer s attitude and buying behaviour before buying the products specially FMCG products. newlineThis research explains the concept and characteristics of Digital Marketing Communication, Contemporary digital channels of Communication and factors that affect the Digital Marketing. The attempt in reviewing the literature has been to analyze and synthesize information about key themes like consumer attitude, digital marketing, use of social media and Consumer s buying behaviour. newlineThe study is done to identify the factors that influence the purchase decision of retail consumer in the era of digital marketing. This research mainly concentrates on the evaluation of the factors that influences the purchase intention of the customers who buy FMCG products. In this study different factors that could influence the purchase of the customers was taken into consideration which has been proposed in this study as there has been inadequate study in this area. newlineData analysis involves the use of certain statistical techniques for finding answers to research questions and establish some new explanatory concepts through data analysis and interpretation confirmatory factor analysis and exploratory factor analysis on 38 statements pertaining to digital marketing performed by me. After extracting the different factors as proposed by exploratory factor analysis and measure the internal consistency of those extracted factor with the help of Cronbach s alpha. newlineFurthermore, in order to validate the questionnaire in the present study, researcher performs CFA. newlinePrior to the extraction of factors it is essential to test the appropriateness of exploratory factor analysis by employing suitable tests. This can be answered by testing. Kaiyer Meyer Olkin (KMO) measure of Sampling adequacy and Bartlett s test of sphericity that tes