Published Paper Details:

The aim of the study is to examine the impact on electronic purchase decision. The purpose of the study was to find out that the consumers are aware of digital marketing and the digital channels influence in their purchase decision. The results revealed that customers are aware of digital marketing and they prefer to by electronic and shopping goods through digital channels in their purchase decision process. The study is performed in a particular geographical area and it may be considered as a drawback to judge the purchase decisions of all customers of different level of areas such as taluks or regions. As the countries are moving towards digital era, the digital channels play an important role in increase of sales of any firm's products or services. Hence, the present study made an attempt to reveal the impact of electronic marketing on customer purchase decision. Digital marketing can be defined as the process of promoting of brands using digital distribution channels comprising internet, mobile and other interactive channels. The merit in this form of advertising lies in its model is low cost. The goal of research is to examine the implication of digital marketing in consumer purchase decision and to search whether the consumers are aware of digital marketing and the impact of online purchase. The study is carried out through survey from various types of respondents. The results of a research study analyzed using by chi square test. The study revealed that customers are aware of digital marketing and they prefer to by shopping goods through digital marketing shopping channels. This report will help to get an idea about internet shopping and how the digital marketing has impact on revenue generation for online retailers or online marketing enterprises.