AN ANALYTICAL STUDY ON IMPACT OF DIGITAL ADVERTISING ON CONSUMER BUYING BEHAVIOR

Authors

  • Piyush Kumar and Dr. Sandeep Kumar

Abstract

The study investigates the effect of demographic variables on consumer purchasing behaviour when it comes to online purchases. The demographic characteristics of gender, age, education, and income were examined in this study. The poll looked into a variety of aspects of online shopping customer behaviour. The goal of this research was to determine the effect of digital advertising on consumer purchasing behaviour in the NCR region of Uttar Pradesh. The sample consisted of only business professionals, students, and other educated residents of the aforementioned city. The study made use of convenience sampling. Age, income, education, and occupation were among the factors used to categorise the population. A total of 500 people were chosen to complete the study's questionnaire. However, only 498 people responded or completed the questionnaire.

Published

2022-11-17

How to Cite

Piyush Kumar and Dr. Sandeep Kumar. (2022). AN ANALYTICAL STUDY ON IMPACT OF DIGITAL ADVERTISING ON CONSUMER BUYING BEHAVIOR. International Journal of Economic Perspectives, 16(11), 56–71. Retrieved from https://ijeponline.org/index.php/journal/article/view/434

Issue

Vol. 16 No. 11 (2022)

Section

Peer Review Articles
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