A Study on Impact of Digital Marketing in Customer Purchase Decision in Coimbatore city

This study shows the impact of digital marketing on behavioral prospect of consumers. Modern day marketing has been going through a radical change. Fast moving marketing trends based on the growth and innovation of new technologies as well as portable communication devices influencing the customer behavior significantly. The study is carried out through survey from50 respondents. The results of the survey are analyzed using chi square test. The findings revealed that customers are aware of digital marketing and they prefer to by electronic and shopping goods through digital channels in their purchase behavior.