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[IJEIMT]INTERNATIONAL JOURNAL OF EMERGING ISSUES IN MANAGEMENT AND TECHNOLOGY ISSN NO: 2456-2106

A Study on Impact of Digital Marketing on


Customer Buying Behavior
Anjali
Research Scholar, Punjabi University, Patiala, anjaliggscmt@gmail.com

Abstract
The use of digital marketing, internet marketing, social media marketing increases day by day with
advancement in the field of technology. The digital market plays an important role in increasing the sales of
different products and services. Apart from that, it too lays down the impact on the mind of the customer so
as to purchase the product. The purpose of study is to explore the impact of digital marketing in consumer
awareness and its influence on buying behaviour. This study conducted in Jalandhar and Kapurthala
district of Punjab, India. A structured questionnaire is used to collect primary data and sample size is 50
respondents on which further chi square test is used for analyzing the buying behaviour. The findings of the
study reveals that the customer is aware of the digital media and more likely uses the digital channel for
shopping goods. This study is conducted in a particular region and that is main limitation of this study.
Keywords: Customer Buying Behaviour, Digital Marketing, Digital Channel , Jalandhar and Kapurthala.

Introduction
Using internet, websites, social media, apps, and digital technology become a part of day to day life of every
person. Through digital and social media, a customer is able to acquire information for purchase and
consume product and share experience with friends, relatives and others. So enterprise must carry out
marketing activities through social media, websites/blogs and apps.
Digital market helps corporate to reach target customer via different channels like E- marketing, E-
commerce, social media, websites, interactive marketing. Marketer can conducted online survey so as to get
the required information from customer and analyse the response and correspondingly take action based on
response of customers to meet their needs.
Digital Marketing is new form of marketing and opportunities for enterprise to communicate the potential
customers. Digital market uses internet and IT to make better traditional marketing tool.
Related Review of Literature
Paesons, Zeisser & Waitman, (1996) Corporate sector in the developed countries realized the importance of
digital market. They used digital marketing in additional to traditional methods of marketing in order to
meet the needs of customers and for increasing the company sale.
Kaini,( 1998) Innovation of new technology i.e vide internet, helps in opening the gate for marketers and do
online marketing to achieve their business goals.

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[IJEIMT]INTERNATIONAL JOURNAL OF EMERGING ISSUES IN MANAGEMENT AND TECHNOLOGY ISSN NO: 2456-2106

Song,(2001) More choices are available for customers. So it is difficult to enterprise to build brand image.
Online advertising is powerful marketing tool used for creating brand image and helps the corporate to
increase the sale upto many extent.
Mort, et al.,(2002) Due to advancement in technologies and market dynamics, digital market is rapidly
growing.
Teo,(2005)The survey was conducted by firms in Singapore and findings revealed that digital marketing is
effective marketing tool for gaining results.
Kucuk and Krishnamurthy,(2007) The study revealed that internet and virtual communities helps the
consumers, societies and marketer to access and share information with others. It too helps in enhancing the
communication skills also.
Basheer et al.,(March, 2010) The Study is on the impact of mobile advertising on consumer purchase
decision. Findings revealed that there is a positive relationship between perceived usefulness of
advertisement and consumer purchase decision.
Kee,(2008); Godes & Silva,(2012) The Study revealed that 90% of consumer read online reviews of other
consumer before make purchase decision. Consumer read at least four reviews before make their final
decision of purchase. Reviews play important role in purchase decision.
Fisch, (2010) In world, there are approximately 1 billion monthly active users of facebook. After two years
of facebook introduction, there were 50 million users. Everyday 31 billion queries on google. 1000 internet
devices used in 1984 and 1,00,00,00,000 internet devices used in 2008.
Moshsin, (2010) Revealed that the growth of media in Pakistan is rapidly growing. 20 million people uses
internet but even that marketers gives importance to traditional tool of marketing.
Williamson, (2011)Revealed that more than 50% of customers follow brands which advertised on social
media due to which marketers are investing in advertising through social media.
Antoine camarre et al., (2012) Article discussed about used of mobile marketing in future in different areas.
Business Monitor Intelligence, (2012) In 2011, Internet user was 225 million in North America and over 1
billion in Asia.
Elisabeta lonals et al.,(2014) revealed that how the social media lays down impact or influence the consumer
decision. He studied on 116 respondents through structured questionnaire.
Sadia Afzal et al., (2015) discussed the impact of online and traditional advertisement on consumer buying
decision of branded garments. Findings show that quality, Design, Contents of advertisement, loyalty of
consumer towards brand and his/her previous experience of consumer influence consumer buying
behaviour.

Objectives of Study
 To study the awareness of digital marketing.
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[IJEIMT]INTERNATIONAL JOURNAL OF EMERGING ISSUES IN MANAGEMENT AND TECHNOLOGY ISSN NO: 2456-2106

 To know about kinds of products bought by utilizing digital market.


 To study the impact of digital marketing on consumer buying behavior.

Hypothesis
H01: There is no significant relationship between education qualification and awareness about digital
marketing.
H02: There is no significant relationship between monthly income and kinds of product prefer to buy through
digital channels.
H03: There is no significant relationship between customer satisfaction and product buy through digital
channel.

Research Methodology
(a) Research Design
To analyze the impact of digital marketing on customer buying behavior, both primary and secondary data
was collected. Primary data was collected through structured questionnaire from 50 respondents. Non
probability sampling technique is used for data collection. Secondary data collected from newspaper.
Journals, magazines and websites.
Chi square test used to analyze the data.

(b) Area of study


For this study, respondents are selected from Jalandhar and kapurthala district of Punjab.
(c) Data Collection
Data was collected through survey method. After describing different aspects of questionnaire, requested to
respondent to fill the questionnaire. Questionnaire contained close ended questions
(d) Sample size
For this study, the sample size 50 was taken for analysis.
(e) Analysis
The data was analyzed with the help of statistical tools like frequency distribution and chi square test.
(f) Limitation
The study limited to particular two districts of Punjab. It means that limited to geographical and sample size
was only 50 respondents. The result of this study may not have representation of whole population due to
convenience sampling method was used for data collection.

Analysis and Interpretation


S. Question Option Frequency %age
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[IJEIMT]INTERNATIONAL JOURNAL OF EMERGING ISSUES IN MANAGEMENT AND TECHNOLOGY ISSN NO: 2456-2106

No.
1 Age 20 or below 4 8
21-25 15 30
26-30 12 24
31-35 13 26
36 and above 6 12
2 Gender Male 28 56
Female 22 44
3 Qualification Under Graduation 7 14
Graduation 31 62
Post Graduation 12 24
4 Occupation Students 10 20
Employee 13 26
Professionals 15 30
Business people 12 24
5 Monthly Income <10,000 17 34
10,000-20,000 10 20
20,000-30,000 8 16
>30,000 15 30
6 Which of the Social Media 14 28
following digital Websites/ Blogs 20 40
channel do you Multimedia Advertising 8 16
aware of? Emails 4 8
Others 4 8
7 From which of the Social Media 6 12
digital channels you Websites/ Blogs 25 50
bought products? Multimedia Advertising 5 10
Emails 6 12
Others 8 16
8 Which digital Social Media 7 14
channel influence Websites/ Blogs 18 36
you more to buy? Multimedia Advertising 9 18
Emails 6 12
Others 10 20
9 What kind of Convenience Goods 10 20
product would you Shopping Goods 31 62
prefer to buying Speciality Goods 9 18
through digital
channel?
10 Does digital channel Strongly Agree 21 42
change your opinion Agree 10 20
towards the buying Neutral 9 18
decision? Disagree 5 10
Strongly Disagree 5 10
11 Are you satisfied Strongly Agree 20 40
with the product Agree 25 50
bought using digital Neutral 3 6
channel? Disagree 2 4
Strongly Disagree 0 0
12 How often you buy Frequently 15 30
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[IJEIMT]INTERNATIONAL JOURNAL OF EMERGING ISSUES IN MANAGEMENT AND TECHNOLOGY ISSN NO: 2456-2106

product using digital Sometimes 22 44


channels? Rarely 8 16
Never 5 10

Chi-Square Test:
(a) Relationship between education qualification and awareness about digital marketing.
To study the relation between qualification and awareness about Digital Marketing clubbed as under.
Digital Media Channel
Social Web/Blogs Multimedia Emails Others Total
Qualification Media Advertising
Undergraduate 3 5 0 0 0 8
Graduate 9 11 4 3 2 29
Post Graduate 2 4 4 1 2 13
Total 14 20 8 4 4 50
It is clear from above table that most of respondents who are aware about digital market are Graduate and
post graduate. To be very precise following hypothesis was tested.
H01: There is no significant relationship between education qualification and awareness about digital
marketing.
According to above
χ 2 test
analysis, null
Calculated Degree of Level of
Tabulated Value hypothesis rejected.
Value Freedom Significance
40.923 8 0.05 15.51 In other words there
is significant
relationship between education qualification and awareness about Digital Market

(b) Relationship between monthly income and kinds of product prefer to buy through digital
channels. To study the relationship between monthly income and kinds of prefer to buy through digital
channel clubbed as under:

It is clear from
Types of goods Convenience Shopping Speciality Total
above table that
Goods Goods Goods
most of Income
<10,000 6 10 1 17
10,000-20,000 2 7 1 10
20,000-30,000 1 2 5 8
>30,000 1 12 2 15
Total 10 31 9 50

respondents purchase shopping goods and their income group is less than 10,000 and 10,000-20,000 and
from above 30,000. To be very precise following hypothesis was tested.

H02: There is no significant relationship between monthly income and kinds of product prefer to buy
through digital channels.

χ 2 test
Calculated Degree of Level of Tabulated Value
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[IJEIMT]INTERNATIONAL JOURNAL OF EMERGING ISSUES IN MANAGEMENT AND TECHNOLOGY ISSN NO: 2456-2106

According to Value Freedom Significance above


analysis, 58.9 6 0.05 12.59 Null
hypothesis rejected. In other words, there is significant relation between monthly income and kinds of
products prefer to purchase.

(c) Relationship between customer satisfaction and product buy through digital channel.
To study the relation between customer satisfaction and product buy through digital channel clubbed as
under.
It is clear
Level of Strongly Agree Neutral Disagree Strongly Total
from above
Satisfaction Agree Disagree
table that
the most
Types of Channel
of
Social Media 4 5 0 0 0 9
Web/Blogs 7 16 1 0 0 24
Multimedia 0 4 0 1 0 5
Advertising
Emails 5 0 1 1 0 7
Others 4 0 1 0 0 5
Total 20 25 3 2 0 50

respondents are agree and strongly agree and they mostly buy product from web/ blogs. To be very precise
following hypothesis was tested.
H03: There is no significant relation between customer satisfaction and product buy through digital
channel.

χ 2 test
Degree of Level of Tabulated
Calculated Value
Freedom Significance Value
67.122 12 0.05 21.03

According to above analysis, Null hypothesis is rejected. In other words, there is significant relation between
customer satisfaction and buying the products through Digital channel.

Findings of the Study

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[IJEIMT]INTERNATIONAL JOURNAL OF EMERGING ISSUES IN MANAGEMENT AND TECHNOLOGY ISSN NO: 2456-2106

The study reveals that the educated people are more aware of digital media and they prefer digital channels
to buy different products. Through analysis, it is found that monthly income of people plays an important
role in order to buy different kinds of products through digital channel. People are more influenced by
viewing advertisements on websites/blogs. Digital Channels changed the opinion of customers towards
purchasing decision up to greater extent. Mostly customers are satisfied with the products purchased through
digital channel.

Conclusion
This study is conducted in particular region and findings reveals that people who educated are more aware
of digital channel and prefer digital channels to buy different kinds of products. Mostly Shopping goods are
preferred by peoples and rise in buy convenience goods through digital channel. Monthly income of people
play important role to buy different kind of product through digital channel and customer are satisfied with
the products brought through digital channel. This study is conducted in a particular region. Future scope of
study to analysis the impact of digital channels on customer purchase decision for a wider geographic area to
obtain more accurate results.

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