INDIAN INSTITUTE OF MANAGEMENT, RAIPUR

PGP 2022 - 2024

MARKETING MANAGEMENT – 1
Post Midterm Assignment Review

Group - 10

Group Members

Dharmapu Mounika 22PGP146

Madhuswetha R 22PGP152

Aneesha A 22PGP159

Vithyaa C.K.M 22PGP174

S N Sai Srikar 22PGP179

Prasanth Kumar Sahu 22PGP180

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 Effect of Digital on Consumer Behaviour
Background:
Due to the increasingly competitive industry and technological advancements made possible
by the use of the internet, traditional marketing tactics are now being replaced by digital
marketing methods. Digital is widely used, and in today's fiercely competitive market, it
involves investigating various digital business models.
Technology that lower costs and increase worldwide business. The use of digital is greater
potential for future business growth as a result of greatly increased client satisfaction
purchasing online because they believe that digital is much safer than conventional
marketing.
Digital gives customers the chance to look at the details of the products offered by the
business and make comparisons as necessary, allowing them to exercise their right of choice
and submit orders whenever they want, anywhere, and 24 hours a day. The
interconnectedness of customers is growing daily as a result of updated technologies and
more online interaction, changing consumer behaviour and requiring organisations to
comprehend consumer behaviour.
This study examines the effects of digital on customer purchasing habits. Digital should soon
replace traditional marketing because it has a favourable effect on customer purchasing
behaviour.

Research Objective:
Digital media is becoming a important means of communication and information gathering,
impacting many facets in the life of every person and influencing major decisions and
outcomes in day to lie .so it is important for budding marketers to find out how digital
initiatives are impacting market outcomes.
1) To study the ways of buying and disposing goods, services, ideas or experiencing of the
individuals and organizations in order to satisfy their needs and wants
2) To analyze the factors those affects customers attitude towards digital shopping like
reviews, feedback
3) To study the potential for development of digital shopping in near future
4)To understand the media consumption
5)To understand post purchase behavior
6)Impact of ONDC launched by government on small retailers and traders

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Methodology:
We did this research based on survey method and two different methods were employed to
gather data one was in person survey and the other was the questionnaires we shared in our
B-school through google forms for research about impact of digital on consumer behaviour.
As of now we have 50 responses gathered through survey and we have interviewed 2 people.
Likewise these interviews were conducted for further findings to be evaluated.
Below are the questionaries we floated for the survey.
1. What is your age ?
2. Gender
3. How do you get information about new products?
4. Which mode do you prefer for shopping ?
5. How often do you search about a product online before making the purchase
decision ?
6. How often do you purchase products online ?
7. Do you feel that digital technology(Chatbot, AI, AR, VR) has smoothened the
communication between suppliers and consumers?
8. where you feel the quality of product is better?
9. Does your purchase decision gets effected by product reviews ?
10. Do you feel personalized ads to be intrusive ?
11. Do you feel Digital Media affects your perceptions of a product?
12. Do you feel digital payments have increased your frequency of purchase .

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