Question

Litrachur review consumer behaviour in digital marketing in india

Answer 1

Digital Marketing is defined as buying and selling of information,
products, and services via computer networks or internet. Internet
and electronic com-merce technologies are transforming the
entire economy and changing business models, revenue streams,
customer bases, and supply chains. New busi-ness models are
emerging in every industry of the New Economy. Travel industry
and ticketing has seen a sea change in the last decade. One estimate
suggests that online travel industry contributes about 76% of total
net commerce in India. Ticketing is now done either in third
party websites or airline sites. Customers of online shopping are
delighted with prompt delivery and flawless payment mechanisms
building trust in consumers. Even online classifieds have made
a successful transition online with jobs and matrimonial taking
the lead. Online retailers are now pushing a larger number of
categories such as electronics and white goods. In these emerging
models, intangible assets such as relationships, knowledge, people,
brands, and systems are taking center stage.
The internet is a disruptive technological innovation but
consumers everywhere are waking up to the idea of shopping
online. The impact on retailing has been profound and as a result
many businesses are changing the channels they use to sell their
goods and services. In some parts of the world, retailers have
been quick off the mark in developing their own individually
branded e-commerce stores, whereas in other parts the e-market
place dominates.
Digital Marketing Scenario in India
India is the world’s 3rd largest internet population. After the
proliferation of Internet, Marketing strategy has taken an off root
to reach out to the public. The tremendous growth that digital
marketing has shown cannot be match up with any other strategy.
Looking up to the current scenario in India, people here are not
only aware of Internet but are employing it for various purposes
in life. Thus, there’s a booming internet marketing industry in
India. In India social media is the driving the adoption of digital
marketing.
The retail sector in India is booming both on and offline. India
is a relative latecomer to the online shopping revolution but it is
predicted that online sales will grow by 50 per cent annually in the
next few years. The country is already the third largest nation of
internet users with over 120 million and the rapid uptake of mobile
commerce is predicted to increase the number of users to over 330
million by 2015. Social media is helping to drive the development
of digital marketing. Increasingly wealthy populations of young
internet savvy customers are spending more time and money online
and in doing so are influencing shopping trends. Among the popular
products online are books, consumer electronics, travel, financial
services, apparel and beauty care. Online shopping activity is
concentrated in major urban conurbations with Mumbai being the
main centre followed by Delhi and Kolkata. A large proportion
of the purchases are conducted in online market places such as
Snadpdeal, launched in 2010. Currently, the internet accounts for
only a small proportion of India’s GDP but the predictions are that
an internet boom is just around the corner for Retailers.
Indian youth are supposed to follow strict moral and family values
and supposed to invest their whole time and attention towards
study and career. So the career, education has to be the sole aim
of a student. Indian youth are the powerful segment in the market
who directs the manufacturers to make what they want. This study
evaluates the extent to which the youth plays role in directing the
marketer. The study will be useful for the marketer to devise the
marketing strategies to capture the present and potential youth
segment in the products under study. According to the National
Youth Policy-2014, the study will cover the entire youth in the
age-group of 15-29 years, which constitutes 27.5 per cent of
the population according to Census-2011, that is about 33 crore
people.
Buying Behaviour of Youth
Buying behaviour of an individual plays a predominant role
in the consumer behavior in general and among the youth in
particular. Buying behaviour marketing is a process of establishing
relationships between products offered in the market and targeted
buying behaviour groups. It involves segmenting the market on the
basis of buying behaviour dimensions, positioning the product in
a way that appeals to the activities, interests and opinions of the
targeted market and undertaking specific promotional campaigns