An Analytical Study to Understand the Impact of Digital Marketing on Consumer Buying Behaviour of Aurangabad City of India

This research work emphasises on studying the impact of Digital Marketing or online advertising on consumer purchasing behaviour. Consumer’s buying behaviour is strongly impacted by the advertisement they see on a continuous basis. Through the help of Internet advertisement, Business can create a strong image in consumer’s mind. It is expected that in coming days, business is going to prefer the Internet advertising over the traditional media and shift their focus towards the digital marketing media. Online shopping is gaining popularity all over the world. In India, the presence of sellers and buyers in online marketing is increasing daily by huge percentage and internet is becoming the popular hub for shopping. Technology adoption is the main reason behind this increase. This study is going to investigate the influence of internet advertising on consumer buying behaviour. This study mainly focuses on the buying behaviour of consumers of Aurangabad City.