A study of online marketing and its impact on consumer Decision making with special reference to MP and CG

Abstract

Online marketing is an internet based application that is used to connect an individual with newlineother individuals or groups. It helps to make relations with other people. The era of the newlineinternet had entered into the generation as web 2.0 in the 2000s. The urban internet newlinesubscribers in India account for 313.92 million users in 2017 to 390.91 million users in 2018. newlineHowever, there are 390.91 million rural internet subscribers in 2017 to 213.30 million rural newlineinternet subscribers in 2018. In 2015, the consumer durable has provided revenue of USD newline9.7 billion to the nation. It has increased to USD 12.5 billion in 2016 and USD 20.6 billion in newline2020 (India Brand Equity Foundation, Sept 2016). The availability of the internet will be a newlinemajor part of recognizing the effectiveness of online marketing. Online marketers act as newlineintermediaries between producers and consumers. Two -third of the revenue is generated newlinefrom urban population and the rest of the revenue accounts from rural population. The study newlineis focused on online marketing and its impact on consumer decision making in Madhya newlinePradesh and Chhattisgarh. The present study has been done on two districts from Madhya newlinePradesh i.e. Jabalpur and Bhopal and two districts from Chhattisgarh i.e. Raipur and Bilaspur. newlineThe study area is full of diversity having different castes, languages, life style, income group, newlinereligion, and occupation. The sample drawn from these areas have characteristics of almost newlineeach class of people. A survey has been done through a structured questionnaire which has newlinethree parts. Part A of the questionnaire comprises demographic questions, Part B of the newlinequestionnaire comprises questions related to the stages of the consumer decision making newlineprocess. Part C of the questionnaire comprises questions related to the impact of consumer newlinedecision making in purchasing consumer durable through online marketing. Out of 648 newlinerespondents in Madhya Pradesh and Chhattisgarh, the time spent in searching information newlineand online purchasing of consumer durable comprises of 8