Online Marketing and its Impact on Buying Behaviors of Youth

The purchasing model of youth is shifting at a quicker pace in the customer-oriented market environment. Customer attitude varies when it comes to the manufactured goods, price, characteristics of a product, quality of a product, durability, multiple use of a product, packing and labeling, social media, advertisement, reference, latest fashion age of the customer etc. however, youth is very intricate group to interact with. The shifting taste and preferences of the current day youth affect the purchasing model for the reason that they frequently go behind the changing fashion, taste and preference according to the varying time. As the percentage of youth population is more in India the, manufacturers spend millions of rupees in advertising and in market research to identify and encash the changing youth behavior year to year. Now online marketing is having many challenges and competition to market in the retail sector. The current youth is more mesmerized with the online purchasing than the traditional buying. The sellers are strained to launch new innovative techniques to increase their sales day by day. The study is focused to know the impact of digital marketing on change in purchasing behavior of youth. Primary data collection method is used. Structured questionnaire was designed and used to capture the responses. Overall, fifty sample were collected from the youth nearby Doddaballapura area, Bengaluru rural. Descriptive statistics and analysis of variance was used to test the hypothesis. The aim of the study was to know the factors that impacts the youth towards online marketing. The result show that major five elements which influence the youth are 24/7 shopping online shopping takes less time, detailed information availability, use of trustworthy website and product choice to customers. ANOVA shows that the F critical value is less than the calculate value i.e., 1.80 < 2.36. Therefore, we accept the alternative hypothesis, which states that factors do impact buying behavior of youth towards online marketing. The p value is 0.0075 at 5 % level of significance.