Download This PaperImpact of digitalization on consumer preference in online enterprises
16 Pages Posted: 13 May 2020 Last revised: 15 May 2020
Date Written: April 15, 2020
Abstract
Today is all digital, everywhere it sounds digital, as we know customer is the King, and the world move towards digital era, the digital channel plays vital role in increasing sales of any firm‟s product or services, there is also a tremendous change in the behavior of the consumer because of the emergence of digital marketing. The purpose of this study is to look over the implication of digital marketing in consumer purchase decision and to discover the preference and awareness of consumers in Bangalore about digital marketing and influence of digital channels in their purchase decision. This study carried out through survey method and the data analysed using SPSS and appropriate statistical tools will be used. This study is an attempt to reveal the impact of digitalization on consumer preference and purchase decision with reference to Bangalore City
Keywords: Digitalisation, Digital channels, Digital marketing, Consumer Preference and Consumer Purchase decisions
Suggested Citation: Suggested Citation