Impact of Digital Marketing on Consumer Buying Psychology and Problems of Consumers in Adopting to Digital Marketing

Abstract

The research examines the impacts of digital marketing on consumer buying psychology of FMCG and assesses the problems faced by consumers in having access to digitally marketed products. The methodology of a study acts as a roadmap for carrying out the study's associated research. The procedure of collecting data in order to create or respond to research questions is described in detail. This inquiry is based on an interpretative technique, which aims to give an explanation for social phenomena and looks for patterns within those events. Both a quantitative survey in the form of a collection of questions and a qualitative approach in the form of in-depth interviews are used in the research. The design of the schedule is modified and improved based on the findings of the qualitative study.  In the quantitative research study, a field survey, also known as a face-to-face survey, using the usage of a schedule list was used. The research was carried out based on  203 participants from the Chennai District in Tamil Nadu by using the judgement sampling technique. The analysis was carried out using the exploratory factor analysis. The results revealed that the cognitive thinking ability of the consumers are affected which makes them to react impulsively. The problems are identified by the study which has to be address by improving the accurate information and accountability. 

 Keywords: Digital marketing, Consumer Cognitive Thinking, Damages, Lack of Accountability and Misrepresentation of Facts.