Impact of E-Marketing on Consumer Purchase Behaviour : An Empirical Study

Consumer Purchase Behavior is one of the most sought-after realms of study in Marketing analytics field in order to understand the buying patterns of the consumers, which will ultimately help in increasing the revenues of the firms and would provide an enhanced growth rate. In today’s world, Marketing is not just limited to simple tools and techniques for just promotional purposes, but it touches the realms of understanding the depth of their customers and accurately predicting their next move forward. The company which are able to predict with higher accuracies, they are the one’s, who are leading the global market trends and in fact with a better understanding they are creating their own trends. E-marketing is one of the best places where we can easily identify the impact of these techniques. The study will dig deep into various tools & techniques used in e-marketing and will the assess the effects of consumer purchase behavior on them. The study is based on both primary & secondary data and tests like factor analysis, correlation etc. have been done to equate its accuracy. The pandemic situation has been taken into account and the uniqueness of the study lies in its suggestions contributed to improve business plans, especially addressed for micro, small & medium enterprises. So, in this context this paper serves the purpose of understanding the consumer behavior in the E-marketing field