Impact of digitalization on consumer preference in online enterprises

Kokila Ms and S Gokula Krishnan ()
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Kokila Ms: CMRIT - CMR Institute of Technology
S Gokula Krishnan: Acharya Institute of Technology

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Abstract: Today is all digital, everywhere it sounds digital, as we know customer is the King, and the world move towards digital era, the digital channel plays vital role in increasing sales of any firm"s product or services, there is also a tremendous change in the behavior of the consumer because of the emergence of digital marketing. The purpose of this study is to look over the implication of digital marketing in consumer purchase decision and to discover the preference and awareness of consumers in Bangalore about digital marketing and influence of digital channels in their purchase decision. This study carried out through survey method and the data analysed using SPSS and appropriate statistical tools will be used. This study is an attempt to reveal the impact of digitalization on consumer preference and purchase decision with reference to Bangalore City.

Keywords: Digitalisation; Digital channels; Digital marketing; Consumer Preference; Consumer Purchase decisions (search for similar items in EconPapers)
Date: 2020-04
Note: View the original document on HAL open archive server: https://hal.science/hal-04850354v1
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Published in Alochana Chakra Journal, 2020, 9 (4), pp.773-788

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