DIGITAL MARKETING INTERNET RETAILERS' INFLUENCE ON CONSUMER PURCHASING BEHAVIOUR

Abstract

This study investigates the variables influencing online shopping decisions made by college students. This exploratory study included focus groups as a method of qualitative research. The data transcripts were examined using a content analysis algorithm. Several important factors that influenced college students to shop online were found during the data analysis process. These factors included using apps, how often you shop online, what products you frequently buy online, how satisfied you are with your online shopping experience, how efficient online purchases are, and how effective return policies are for online purchases. In a study where data were collected using 120 samples and a standard questionnaire, random sampling was used as the sample method. All things considered, the study's findings aid online merchants and retailers in their understanding of college students' online purchasing habits, enabling them to develop marketing plans that will provide them a competitive edge. The study's findings support as well as increase earlier studies on the internet retail buying behaviour of Indian consumers.