Dr.S.Vijayanathan and Mrs.Thusyanthi Rajakumaran
Abstract:
The buying pattern of consumer is changing at a faster rate in the customer-oriented market environment. Consumer behaviour changes when it comes to the product, price, features, quality, packaging, buying behaviour, status, generation, age of the customer etc. Changing consumer preferences of the present day affected by the digital marketing tools, because they mostly follow the rhythm of fashion and taste according to the changing time. Therefore, the aim of the study is to find “to what extend the digital marketing tools influence on consumer buying behavior in Jaffna District”. Data was collected by issuing questionnaire from the consumers in Jaffna district. The collected data was analyzed by using correlation analysis and regression analysis.
Researchers found that digital marketing tools very strong positively correlated with cultural factors, strongly correlated with social and psychological factors and moderately correlated with personal factors of the consumer buying behaviour. Further, 68.6% of cultural factors, 36.6% of the social factors, 23.6% of the personal factors, 40.9% of the psychological factors and 63.2% of the consumer buying behaviour could be explained by the existence of digital marketing tools. This suggests that digital marketing tools significantly influence on consumer buying behaviour.
It was concluded that, the current digital world consumer buying behaviour is strongly influenced by digital marketing tools. If the consumers consider properly on the information which are gathered from digital tools and also about the privacy and security while buying they can make their buying in a cost effective, secure, quality and in an efficient way.
