Impact of Digital Marketing on Consumer Buying Behavior: A Case Study of District Lower Chitral
Author: Shafiq Ahmad Maqsood

The digital marketing plays a vital role in increasing the sales of different goods and services. Its practices increase with the rise of technological advancement through internet and social media. Furthermore, day to day innovations in digital marketing make it more economical, interesting and viable business which attracts consumer buying behaviour. The objective of the current study was to find out the impact of digital marketing on consumer buying behaviour in rural Chitral. In this connection 126 households were surveyed through a pretested prepared questioner at their premises by adopting systematic random sampling technique. The findings confirmed that there is significant relationship exists between digital marketing and awareness, satisfaction, nature of good, income, education and family influence which are indicators of consumer buying behaviour in this study. The results indicates that most of consumer who are using digital marketing channel are satisfied and the family influence play positive role in the adoption of digital marketing while income play least role, whereas, the nature of goods shopping by respondents more likely are being affected by digital marketing. Study confronts that by keeping good quality and making sure of availability on time the given variable show positive significant relationship in the promotion strong correlation between digital marketing and consumer buying behaviour. Hence, the branded company’s and business sector have to make focus on the promotion of digital marketing in rural areas and promote digital marketing. Supervisor: Prof. Dr. Usman Mustafa

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Keywords : Consumer buying behavior, Consumer Satisfaction, Digital Marketing, Quality of Goods
Supervisor: Usman Mustafa

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