International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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IMPACT OF DIGITAL MEDIA ON CUSTOMER BUYING BEHAVIOUR

    1 Author(s):  NISHA BISHNOI

Vol -  9, Issue- 3 ,         Page(s) : 483 - 487  (2018 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

Use of digital media is ubiquitous and permeated in daily life of people. Strength of Techno savvy people is increasing by leaps and bounds. These days, people are using internet and mobile applications as their primary information source. This changing trend is compelling the manufacturers and suppliers to enclasp digital technology as a means of marketing. Digital media also provides new and creative ways to capture the attention of buyers. In many ways, Internet offers a cost-effective means of outreach the large section of society in a very short span of time. Manufacturer websites now offer a whole range of interactive features, using technologies like “Flash and Media players”. Website visitors are also able to compare the products from various angles like price, colour, offers available, feedback from users etc. There are opportunities to get responses to online queries. This is gradually making marketing through digital media as the preferred mode of communication. The objective of the present study is to examine the effectiveness of digital media on customer buying behaviour of customers. The study was conducted by administering a questionnaire to a sample of 200 respondent of varied demographic background.

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