A Study Showing the Impact of E-Marketing on Consumer Purchase Behaviour

Abstract

Consumer Purchase Behaviour is one of the most sought-after fields of study in the Marketing analytics sector, since it enables companies to better understand their customers' purchasing behaviours, resulting in more revenues at a rapid growth rate. In today's environment, marketing isn't just about using simple tools and strategies for promotional goals; it also involves getting to know your customers on a deeper level and effectively predicting their next move. Companies that can anticipate with more precision are those who are leading global market trends, and with a deeper understanding, they are even inventing their own trends. One of the best places to see the impact of these tactics is through e- marketing. The study will look into the numerous E-marketing tools and tactics, as well as the influence of consumer buying behaviour on them. The growth of Internet usage has introduced a new way of marketing and distributing products and services. The consumer may purchase the product of their choice with just a few clicks, so the Internet has been shown to be time-saving and convenient. Consumer behaviour towards E-marketing is presented systematically in this paper. The main objective of the study is to analyze the consumer perceptions of E-marketing on the basis of the findings of the study. The study is based on both primary & secondary data. The pandemic situation has been taken into account and primary data will be done by knowing Customer Perception towards E- Marketing through survey and secondary data will be taken from reference paper. Both primary & secondary data will be analyzed to compare the consumer perception of the E-Marketing field in the post-pandemic situation. With increased internet literacy, India's prospects for online marketing are increasing. Flipkart, Myntra, Amazon, Ajio are few of the E- commercecompanies impacting the Consumer Perceptions towards E-Marketing field. KEYWORDS: - Consumer Purchase behaviour, E-marketing, Consumer Perception.