Factors Affecting Online Purchase Decision: An Empirical Study

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Ms. Komal Gupta, Ms. Anjali Swamy, Ms. Lincy Roy


With the advent of smartphones and tablets, digital marketing has redefined consumer behavior. In addition, the rise of social media sites like Amazon has transformed customer shopping habits. With digital marketing, consumers can readily distinguish items. The study examines the impact of digital marketing on customer behavior. Convenient sampling was used to choose 235 respondents from Kurukshetra and Karnal districts. The data was analyzed using SPSS 16. The study looked into what influences internet shopping behavior. The survey found that digital sales of convenience products had grown. This study found that internet marketing is growing and will soon impact all key consumer purchase decisions.

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