A STUDY ON IMPACT OF DIGITAL MARKETING IN CUSTOMERS PURCHASE DECISION WITH SPECIAL REFERENCE TO WHITE GOODS IN COIMBATORE CITY

Digital marketing enterprises throughout the globe have had a profound impact on traditional ways of marketing. The digital marketing world is a gateway for implicit customers to feel like a part of the brand. It offers the occasion to feel connected with the business as customers see the content from the brand regularly. In the present research primary data were collected by structured questionnaire from 100 respondents in Coimbatore City. The main objectivity of the study was to analyse the impact of digital marketing in customers purchase decision with special reference to white goods in Coimbatore city. The collected data was analysed using simple of the respondent’s age, Z test and ANOVA. The study concludes that Consumer eating habits and purchasing behavior are dynamic and ongoing processes that include physical, cultural, psychological and social factors. By its very nature, understanding the behavior of customers presents great challenges for companies to design and develop products that meet customer needs. Now a day this task is achieved by the companies through digital marketing. In addition, perception, motivation and satisfaction are important in consumer behavior research, because users are willing to buy when they see something through digital marketing on white goods