Impact of Digital Marketing on Consumer

Behavior and Satisfaction Rate in India:

Perspective to Y Generation

Presented By:
Mr. Arunkumar & Mr. Diwakar.B
Assistant Professors, Allum Karibasappa Institute of
Management, Ballari.
 Title of the Study
• Impact of Digital Marketing on Consumer Behavior
and Satisfaction Rate in India: Perspective to Y
Generation
 Importance of the Study
• To examine about traditional and modern digital
marketing.
• To study the behavioral factors influencing Y
generation towards digital purchase.
• To evaluate the various digital channels with
different variables that induces consumers to switch
from traditional purchase to digital purchase.
• To assess consumer satisfaction rate at online
shopping sites in India.
 REVIEW OF LITERATURE
1. Manu Vasudevan Unni (2020), Does Digital and Social Media Marketing Play a Major
Role in Consumer Behaviour?, IJRESM, April, pp 272-278.

2. Sayabek Ziyadin, Raigul Doszhan, Alex Borodin, Aizhan Omarova, and Aigerim Ilyas
(2019), The role of social media marketing in consumer behavior, EDP Sciences, pp 1-9.
3. Mrs. Reshma Desai (2019), “Digital Marketing - New Age Consumer Behavior
(Mumbai Region)”, IJRAR, March, pp 38-43.

4. Katherine Taken Smith (2011), Digital marketing strategies that Millennials find
appealing, motivating, or just annoying, Journal of Strategic Marketing, October, pp 489-
499.
5. Raluca Dania Todor (2016), Blending traditional and digital marketing, Bulletin of the
Transilvania University of Braşov, pp 51-56.
 RESEARCH METHODOLOGY
This paper is both descriptive and analytical in nature. Data for
descriptive research is been collected from various secondary
sources like, research articles, websites etc.
Data for analytical research is collected by survey method through
Google forms with sample size of 100 respondents. Data
analysis is done using Ms-Excel sheet through bar chart tool.
To Study the Factors Influencing Y Generation towards
Digital Purchases

• Consumer buying behavior impact is controlled by

two major factors:
(1) Internal Influential Factor (Individual factors) –
Personality, perception, demographics, consumer
knowledge, motivation, attitudes, beliefs and life
style.
(2) External Influential Factor (Environmental factors) –
Family, reference group, household, social class and
culture
Analysis of factors motivating customers to shift from
Traditional purchase to Modern purchase Platforms
35

30

25

Cashless Transaction (10%)

20
Ease Access (20%)
Flexibility (30%)
15 Direct to website (40%)
Customized Search (50%)
Product Comparison (60%)
10 Trust worthiness (70%)
Discounts (80%)
Cash back (90%)
5
Customized return policy (100%)

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 To Assess Consumer Satisfaction Rate at Online
Shopping Sites in India
60

50

40

30
Very Dissatisfied
Not Satisfied
20
Netural
Very Satisfied
Extremly Satisfied
10

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 Findings of the Study
 Digital marketing has a greater scope in future market.
 Modern marketing has emerged in the retail domain, completely altering the
competitive landscape using the online channel. This happened in conjunction with
consumer behavior changing as the online technology matured.
 SEO and SEM are efficient because they are aimed at users already showing interest in
some of the advertised goods by searching the web.
 SEO is the most technique adopted acquiring a customer organically (i.e. free of charge).
 Social media an advertiser can select which group of people to target with his ad based
on users’ interests and their demographic data.
 Remarketing is definitely one of the major advantages of digital marketing, as it provides
the ability to segment the user based on which part of the buying process they are
located in and access them with a custom message or an ad for that part of the process.
 Also, unlike traditional marketing, digital marketing is measurable. It is possible to see
which ad was interesting to the audience and which failed, and then adjust the
advertising strategy accordingly.
 Digital marketing is an innovative, influential contribution to the field of marketing.