Digital Technology Influence Over Consumer Buying Behaviour in India: A Review Analysis

Abstract

In the era of modern marketing, the Digital Technology plays an emerging role in influencing almost all aspects of our lives. From this paradigm shift of technology entirely changed the consumer’s choices to decision making, it is everywhere. With its existence, one can get easily access to all the data anytime, anywhere. The digital technology allows the firm for better understand their consumer’s choices & preferences in order to fulfil their requirements. While the modern technology are frequently upgrading, it’s playing an essential role in the shifting of the consumer from the traditional approach to the modern approach in purchasing goods and services. This shift has entirely changed the behaviour of consumer due to the adoption of new technology. Such firms used to target their audience online and maintain their consumer base. With the introduction of Web 3.O and evolution of UPI’s and it’s actively engagements with the consumer behaviour results in the heavy utilisation of the internet specifically in the period of COVID-19. This digital technology reforms the consumer attitude and provide them the freedom to decide what they want to purchase as well as helps them in the product comparison with other products (available from different companies) and satisfy their needs. Hence, with the emergence of social media, it holds a base role in maintaining a strong bridge between the customer and firm. The present research is exploratory and descriptive in nature and secondary data have been used to build for the research structure. The findings of study are significantly impacting over the consumer, company as well as over industries which are specifically connected with the research as it will provide significantly impact and those impacts can be seen in a 360* manner in both consumer and company.