A Study on Consumer Behavior Changes in Digital Markets with Special Reference to Coimbatore City
Authors-Assistant Professor Ms. Revathi G, Mr. Manu James
Keyword-Digital Marketing, Consumer Behaviour, Online Shopping, E-Commerce, Digital Payment Systems.
Digitalization has fundamentally transformed the modern business environment and significantly influenced consumer buying behaviour. The rapid expansion of e-commerce, social media marketing, digital payment systems, and mobile applications has reshaped how consumers search, evaluate, and purchase products. This study analyzes shifts in consumer behavior within digital markets, with special reference to Coimbatore city. The research investigates the impact of online shopping platforms, digital advertisements, social media influencers, customer reviews, and digital payment systems on purchasing decisions. Employing a descriptive research methodology with both primary and secondary data collected from 120 respondents, the findings reveal that convenience, price comparison, product availability, online reviews, and fast delivery services are the dominant factors driving consumers toward digital markets.
Doi-[https://doi.org/10.5281/zenodo.20353455]