An Empirical Study of Consumer buying decision and Digital Marketing during COVID-19 Pandemic

Richa Arora and Richa Nangia
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Richa Arora: K.R. Mangalam University, Gurgaon, India.
Richa Nangia: K.R. Mangalam University, Gurgaon, India.

Transnational Marketing Journal, 2021, vol. 9, issue 3, 553-561

Abstract: The aim behind this research paper is to understand Impact of Digital Marketing during COVID 19 Pandemic on consumer buying decision. This research paper also confers about the four variables of digital marketing which are affecting the buying decision of the consumer. Both primary and secondary data has been collected for the current study. Data from primary sources collected through personal interviews, discussions with industry leaders and structured questionnaire. The research was also carried out on secondary sources like business journals, newspapers, magazines, periodicals, etc. SPSS 21 software has been used to analyse the data and linear regression analysis and multiple linear regression analysis techniques were used to determine the impact of each variable of digital marketing in influencing the buying decision making of the consumers.Findings of this research study determine the consistency of the independent variables, description of the product, pricing, marketing and promotions and distribution of the product on consumer buying decision. The following variables i.e.description of the product, marketing & promotions and distribution of the product has high significant impact on consumer buying decision.

Keywords: Digital Marketing; Consumer Buying Decision; Price; Promotion; Distribution (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:mig:tmjrnl:v:9:y:2021:i:3:p:553-561

DOI: 10.33182/tmj.v9i3.1610

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