Impact of Digital Marketing on Consumer Purchase Decision in Madurai City

The current scenario, digital marketing occupies an important position in the business world. In India around 36% of internet users observe less TV, 28% have lessened their daily newspapers and magazines, 17% have stopped listening to their radios. Digital marketing started to get visible around 2010. With the entry of e-commerce players like snap deal and flipkart, the digital marketing arena started to pick. this study it deals with the impact of digital marketing on consumer purchase decision by knowing this the marketer can focus on their potential customers through social network sites. the study reveals that people aware of the digital channels In spite of their educational qualification, customers use to prefer digital channels to buy any sought of products, no much role of monthly income of people plays a role choosing a kind product buy through digital channels.