A Study on Impact of Digital Marketing on Consumer Buying Behaviour

Digital marketing has changed the view of thinking of organisations and other institution to interact with the audience. Now a day’s Consumers has wider range of Goods, services and their prices from different shops or producers and a simpler way to choose and buy products. Suppliers or Producers have more way to raise their business, provide new services to customer with great offers on products and compete with large business on equal floor. Marketers have great opportunity to enhance their skill and utilize the digital marketing tool to grow and compete with other companies. In this context, the present paper makes an attempt to study the theoretical framework of digital marketing, to know the benefits of digital marketing, to understand the concept of consumer buying behavior and to analyze the impact of digital marketing on consumer buying behaviour.