Virtue of Digital Marketing in the Current Scenario: An Empirical Study

Digital Marketing means attracting and interacting with customers, and allows customers through the internet with the help of electronic devices/ digital media. The purpose of the study is to study the buying behavior of the consumer while purchasing the products as well as services digitally, to examine the perception of consumers about digital shopping, and to identify the level of satisfaction with digital shopping. This study has been conducted among the consumers of Ganjam District. The convenience sampling method has been used to select the sample. The Primary data have been collected from 150 responses by questionnaire. The collected data have been analyzed by percentage methods, chi-square, and weighted average methods. The major finding of the study is the majority of the respondents mostly prefer to make payment by cash on delivery. Finally, this study concluded that digital marketers are giving more focus in terms of making awareness, branding, and trying to offer the facilities which the consumers expected to avail according to their convenience. In the future, consumers’ buying behavior supports the movement of fashion and taste, according to the changing need, digital marketers to market their products and services digitally in a more profitable manner should focus on these areas.