Effectiveness of Digital Marketing on Consumer Buying Behaviour in Retail Stores in Amravati city

Abstract Digital marketing significantly influences how consumers make buying decisions in retail channels, particularly in the growing electronic retail sector in bustling cities. The Internet and smartphones are common tools for consumers, who often receive advertisements through social networks, WhatsApp messages, influencer content, and online discounts. This study aims to explore how digital marketing affects consumers' buying behavior in electronic retail stores in Amravati. The main goal of this research is to determine the role of digital marketing in the buying decision process. A descriptive research design was used, and 30 consumers were surveyed in person through a questionnaire at electronic retail stores. The results indicate that digital marketing effectively builds brand awareness, establishes trust, and influences purchasing behavior. The most effective digital marketing strategies identified included social media, WhatsApp marketing, and influencer testimonials. Furthermore, this research offers retailers in developing urban markets insights to enhance their digital marketing strategy. Keywords: Digital Marketing, Consumer Buying Behaviour, Retail Stores, Social Media Marketing, Amravati City