Evaluation of Digital Marketing Communication on Consumer Purchase Behaviour with Special Focus to Home Appliance Market in Mumbai

Abstract

The digital marketing equivalent of the traditional marketing communications mix is called digital marketing communications. Consumer purchase behavior refers to the actions taken by consumers (both online and offline) prior to purchasing a good or service, whereas digital marketing communications will use some or all of these tactics that are tailored to the online marketing issue. In this article, evaluation of digital marketing communication on consumer purchase behavior with special focus to home appliance market in Mumbai has been discussed.