Issue Details

DIGITALIZATION IN MARKETING AND BUYERS PERCEPTION

ABSTRACT

Changes in an economy greatly influences the buyers demand and buying behaviour. The latest change in Indian economy is digitalization of businesses. Digitalization today has not only changed the mode of exchange but also the medium of promotion of a products and services. The rapid growth rate of online retailing and online marketing has resulted in changed buying behaviour of Indian consumers. Besides various advantages, the major reason for the rapid growth are government’s policies of developing infrastructure and allied services and advancement in Information Technology in India. Online retailing focuses on selling goods and services by making use of internet. Online marketing is promoting products and services by making use of internet. It includes online advertising, advertisement displayed on YouTube, Facebook, E-mail, etc. For achieving success, companies are adopting online marketing style of advertisement because they see more spark in online marketing rather than traditional marketing. Both online marketing and online retailing have their own advantages because of which the buying decisions of consumers are getting influenced greatly. It has resulted in acceptance among the buyers for virtual modes of promotion and purchase in order to satisfy their purchase related needs. The inculcation of digitalization in the field of marketing is the motivation behind this research paper. The paper will attempt to analyze the buyers perception towards online marketing and online retailing. The findings of the study are based on analyses of the primary data collected from a sample of 96 students from Sirsa city.

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