BEHAVIOURAL CHANGES IN THE BUYING DECISION OF CONSUMERS BASED ON PSYCHOLOGICAL EFFECTS OF DIGITAL MARKETING

Abstract

To evaluate the behavioural changes in the buying decision of consumers based on psychological effects of digital marketing. The study has used the scientific process of empirical research design which accounts for the experiences of the digital consumers which is vital for evaluating the issues of this study. A questionnaire was used to obtain the necessary information for the study. The survey instrument was tested for reliability which has got 0.840 alpha values explains that questionnaire is highly reliable. Based on the above research context, population frame of the study consists of digital consumers of diverse products which are sold digitally. This research based on the nature of population which is infinite has decided to use convenience sampling. Researchers utilize a technique known as “convenience sampling” to collect data for market research from a readily available pool of respondents. The study has gathered data from 271 digital consumers belonging to purchase of different products which bring opinions of diversified consumers. In order to conduct the SEM analysis, the AMOS 25 software package and a wide range of study-oriented psychological variables were used. The digital marketing is creating significant psychological impact on the areas of allowing the consumers to think rationally and affect the need-based purchasing pattern.