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IMPACT OF DIGITAL MARKETING ON CONSUMER PURCHASE DECISION IN TIRUNELVELI DISTRICT

. Dr. G. Bright Jowerts Assistant Professor, Department of B.Com. Corporate Secretaryship, St Xaviers’ College (Autonomous) Palayamkottai, Affiliated to Manonmanium Sundaranar University


Abstract

The main purpose of this study is to examine the perception of consumer about digital marketing in consumer purchase decision and to find the consumers awareness of digital marketing and how the digital channels influence the consumers in their purchase decision. This study is carried out with survey from 157 respondents. The results of this survey is analyzed using Garrett Rank. The findings of this study reveal that customers are aware of digital marketing and they prefer to buy products through digital channels.

Keywords: Digital Marketing, Consumer Purchase Decision, Digital Channels,

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