IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOUR WITH REFERENCE TO COIMBATORE CITY

Abstract: Digital marketing has emerged as one of the most influential tools in shaping consumer buying behaviour in the modern business environment. With the rapid advancement of internet technology and increased smartphone penetration, consumers are increasingly relying on digital platforms for information, comparison, and purchase decisions. This study focuses on analyzing the impact of digital marketing on consumer buying behaviour with special reference to coimbatore city. The research is based on primary data collected from 150 respondents through a structured questionnaire. The study examines key factors such as social media influence, online advertisements, product reviews, and ease of access. The findings reveal that digital marketing significantly affects consumer awareness, interest, and final purchase decisions. However, concerns regarding data privacy, trustworthiness of online information, and misleading advertisements remain challenges. The study concludes that digital marketing is a powerful tool for influencing consumer behaviour and suggests that businesses must adopt transparent and ethical practices to gain consumer trust.