Insight into Influential Factor Shaping Consumer Behaviour in the Specoalty Market: A Comprehensive Analysis (original) (raw)

0, Annals of the Bhandarkar Oriental Research Institute

Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. Digital marketing refers to advertising through digital channels such as search engines, websites, social media, email, and mobile apps. Using these online media channels, digital marketing is the method by which companies endorse goods, services, and brands. Consumer behavior of individuals, groups, or organizations and all the activities associated with the purchase, use, and disposal of goods and services. Consumer behavior consists of how the consumer's emotions, attitudes, and preferences affect buying behavior. In today's way of marketing and sales of the products specific specialty goods lot, many options are available. It is not necessary to shop for these varieties of goods; they should do the traditional way of shopping. As we can see, technology has changed a lot and it has brought marketing to the palm top of the consumer. This is more challenging and opportunistic for a consumer to buy their products. There are lot many options such as company websites, and shopping apps, where company outlets, specialized product outlets-traditional ways of selling are available and through these options, shopping has become very easy, comfortable, and timesaving. This paper precisely studies the changing behavior of the respondent's buying pattern i.e. from traditional to the latest technology/ trends following. The researcher is intended to study the buying behavior of the respondents, who would prefer to buy the product and what are the factors responsible for buying the products. The products are easily available on the traditional platform, selling them, is called brick and mortar system. There are various types of products, which the customer plans to buy through an e-platform. During the study, it was observed that the factors that are affecting the buying pattern are-Eplatform, which includes various influential criteria. The study aims to investigate the purchasing behavior of consumers towards electronic goods and to identify the key factors that influence customers' decision to purchase these products.