Impact of On-line marketing on buying behavior – A Study with reference to households in Bengaluru

Abstract

The online marketing on both the sponsored and individual websites of the companies has led to the search queries that have led to increased consumer propensity to buy products through multi-channel retailing. Impulse buying driven by the daily deals, offers and the like attract potential and the new consumers. The companies use videos, pictures, stories and the like in providing the information to the consumers at large. The companies should focus on customer engagement and online presence in order to serve customers and satisfy their needs. The present study introspects into the influence of the on-line marketing on the buying behavior of the households in the city of Bengaluru.