Impact of Digital Marketing on the Buying Behavior of Youth With Special Reference to Uttarakhand State

Impact of Digital Marketing on the Buying Behavior of Youth With Special Reference to Uttarakhand State

Arun Kant Painoli (Quantum University, Roorkee, India), Rohit Bansal (Vaish College of Engineering, Rohtak, India), Ram Singh (Quantum University, Roorkee, India) and Ankur Kukreti (Quantum University, Roorkee, India)
DOI: 10.4018/978-1-7998-7231-3.ch012
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Abstract

The buying behaviors of the consumers are changing very rapidly in the today's consumer-oriented market. New technologies are evolving in the market to attract the customers. Smart phones have become necessities to cope with the changing dynamics of the market and society as a whole. Due to competitive price offer by the various cellular operators, it has become easy for all to reach the internet. Due to ease of use, the young generations are using the application of internet for various uses especially for purchasing goods and services. Today, every company is applying the digital marketing tool to attract customers, especially the young generation. As per a report published in Economics, the internet users in India are expected to reach 627 million by the end 2020. Due to the digital marketing, a new concept of shopping has evolved in the market, which the authors call off-the-shop retailing.
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Introduction

Digital Marketing is the process of offering a products or services through the use of various digital search engines like Google, Yahoo, Bing etc. In this we use social media network like face book, Instagram, Twitter, LinkedIn, E-mail and with the use of mobile phone application tools to connect the prospective customers. Youth are the backbone of any nation and they are the major contributors in the economy. The youth are also called innovator because they adopt any innovation or change first. The buying behavior of the consumers is very complex and is influenced by the number of the factors which vary from individual to individual’s as per report published by Hoot Suite in 2019 on average a person spent 6 hours 42 minutes per day online. This figure itself indicates the scope of digitalization. This is the reasons why every company today using digital marketing platform to promote their products and services. Every marketer want to connect directly to their customers and it is only possible through the use of online approach; where information is directly reach to individual users. The youth are very fascinated in using digital tolls and that is why if we talk about the figure of online shopping or use of digital marketing they figure is number one as compared to the other demographic segment. There are many communication sites evolved with the introduction of digital marketing and through which the companies promoting their products and services to the end users. Amazon is the world’s largest on line shopping company with a turnover of 70 billion. Due to the ease of operation of internet and affordability of the service, the user of internet is increasing day by day.

Digital India: Transforming India

  • 1.

    India is one of the largest growing digital markets with the 560 million internet subscriber in 2018

  • 2.

    On an average 8.3 Gigabyte data is used by the Indian consumers

  • 3.

    India has 1.2 billion phone subscribers

  • 4.

    Approximately 1.2 billion apps download by the users in 2018

  • 5.

    It was estimated that digital economy will create 60 to 65 million jobs by 2025.

  • 6.

    It is estimated that India will increase the users of internet by about 40% and figure is estimated 750 million to 800 million.

  • 7.

    The number of smart phone is estimated to increase between 650 million to 700 million by 2023

(Source: - McKinsey Global Institute report march 2019)

Youth Marketing

Youth marketing is an effort used by the marketers to attract young generation. This group is broken into small group depending upon their age. The age of this group is in between 23-34 years. Young people ay significant role in family decision making and influence the buying behavior of the family. It is also help in influencing the buying behavior of the friends. Almost all companies are using the digital marketing platform to influence the young generation, specially the companies who sell consumer goods. This approach is very particular in the case of the companies selling foods, cloths, entertainment and personal electronics. The youth are very brand conscious and fill delighted when the buy the particular brand.

  • 1.

    Face book 10. Instagram

  • 2.

    Whatsapp 11. You tube

  • 3.

    LinkedIn 12. Messenger

  • 4.

    Tumblr 13. E-mail

  • 5.

    Reddit 14. Q-Zone

  • 6.

    Twitter 15. Mobile phone app

  • 7.

    Snap chat 16. Pinterest

  • 8.

    Messenger

  • 9.

    We chat

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