Title: Digital marketing: changing consumer behaviour

Authors: Rashmi Gujrati; Hayri Uygun

Addresses: Department of Management Science, Tecnia Institutes of Advanced Studies, New Delhi, 110085, India ' Department Travel, Tourism and Entertainment Services, Recep Tayyip Erdogan University, Ardeşen Vocational School, Rize, 53350, Turkey

Abstract: Digital marketing has changed the marketing trend; the emerging retail sector has been changed around the World. Smartphones and the internet have changed consumer behaviour. People become more user of online shopping. Through the internet not only you can do shopping online, but even you need services you can get also anywhere. Digitalisation has played a vital role and progressively it is changing the scenario of the purchasing habit of the consumer from the mall to mobile. The consumer is doing marketing by the use of mobile tablet PC smartphones, etc. The mobile app has made it easy to purchase the product without wasting time and money through mobile, marketing has become easy by the use on the internet. This paper aims to understand how digitalisation has changed the behaviour of the consumer and converted the mindset of the consumer from the mall to mobile.

Keywords: consumer behaviour; global market; products; consumers; digital marketing; smartphone technology; digitalisation; marketing; internet; online shopping.

DOI: 10.1504/IJFE.2020.115033

International Journal of Forensic Engineering, 2020 Vol.4 No.4, pp.323 - 331

Received: 30 Sep 2020
Accepted: 19 Oct 2020

Published online: 07 May 2021 *

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