Impact of Digital Marketing on Youth’s Purchasing Behavior

Adheer A. Goyal

, Shriram Joshi

, Tejasvini Paralkar

, Swati A. Goyal

and S Md Shakir Ali

Department of Commerce & Management, G H Raisoni University, Saikheda, India

G H Raisoni University, Saikheda, India

Symbiosis Centre for Management Studies, Nagpur Campus, Symbiosis International (Deemed University) Pune, India

S B Jain Institute of Technology Management & Research, Nagpur, India

Department of Digital Business, Lithan Academy, Singapore

Keywords: Digital Marketing, Young People, Young People's Purchasing Habits.

Abstract: Consumer buying habits are swiftly changing, driven by factors such as product attributes, pricing, and quality,

with the youth demographic presenting unique challenges due to their inclination towards current trends and

fashion. The emergence of digital marketing has further transformed the retail sector, as younger consumers

increasingly favor online shopping. This shift has prompted marketers to revamp their sales approaches. Given

the substantial influence of youth behavior on purchasing patterns, this study aims to explore how digital

marketing impacts their buying decisions. The results show that although many young people have access to

digital media, they have no knowledge of how to use it.

1 INTRODUCTION

Digital Marketing, involving online exchange of

goods and services, is reshaping business dynamics.

It's transforming industries like travel, where online

ticketing now dominates. Consumers value the

convenience and trust of online transactions.

Businesses are adapting by expanding online

offerings. This shift in consumer behavior towards

online shopping is prompting businesses to rethink

their sales strategies.

Virtual advertising in India: India ranks third

globally in internet usage, driving a shift towards

digital marketing. With over 120 million internet

users expected to reach 330 million by 2015, online

retail is booming, especially in major cities like

Mumbai and Delhi. Social media platforms play a key

role in shaping digital marketing trends, particularly

among the youth demographic. Despite prioritizing

education and career, Indian youth wield significant

consumer influence. This study examines the 15-29

age group, comprising 27.5 percent of the population,

to understand their impact on marketing strategies.

Insights from this study can help marketers tailor their

approaches to meet youth preferences effectively.

Buying Behaviour of Youth: Consumer behavior,

especially among youth, drives purchasing trends.

Effective marketing involves segmenting markets,

positioning products, and tailored promotions. India,

with 145 million internet users, lags in digital

marketing adoption, facing barriers like perceived

risks in online shopping. Yet, the youth's potential for

online shopping growth is significant, supported by

government investments in internet infrastructure.

Online retailers have a broad reach across urban and

rural areas, making online shopping accessible

nationwide.

2 LITERATURE REVIEW

Their take a look at titled "Gender Disparity-wise A

take a look at on Impulse shopping for conduct and

despair amongst teens in vital India,”Vishal

Khasgiwala and Monica Sainy investigate impulsive

buying behavior. They define it as an immediate

purchasing action triggered by specific stimuli,

influenced by biochemical and psychological

impulses. Advancements like television shopping

channels and the Internet in transitional economies

like India have expanded opportunities for impulse

buying, making products more accessible. Dastidar &

Datta (2009) discovered a gender-based correlation

between exploratory tendencies and impulsive

buying behavior among young individuals. They

found that young women's search interests had a

556

Goyal, A., Joshi, S., Paralkar, T., Goyal, S. and Shakir Ali, S.

Impact of Digital Marketing on Youth’s Purchasing Behavior.

DOI: 10.5220/0012884500003882

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd Pamir Transboundary Conference for Sustainable Societies (PAMIR-2 2023), pages 556-559

ISBN: 978-989-758-723-8

greater impact on purchasing behavior than young

men's.This indicates that behaviors like variety

seeking and risk-taking are more pronounced in

young females, leading to spontaneous purchases.

Sathish and A. Rajamohan (2012) take a holistic

approach to understand consumer actions, situating

buying behavior within the broader context of

psychographics. According to their study, buying

behavior encompasses observable actions and

internal processes such as attitude formation and

values. They emphasize the ongoing evolution of

consumer behavior studies towards integrated

insights. Rashmi Bansal (2007) redefines urban youth

as a pivotal target for marketers in India, focusing on

their broader cultural and economic significance

rather than age demographics. Bansal's study

explores the aspirations and endeavors of urban

Indian youth, anticipating significant shifts in future

generations' choices driven by rising affluence.

Priyanka Mehra (2009) highlights the importance of

the youth demographic for marketers in India,

emphasizing their considerable influence over

consumer spending patterns. According to

MindShare Insights, approximately 65% of India's

population falls within this age bracket, serving as

trendsetters shaping the aspirations of over one billion

Indians. Manjeet (1999) describes India's youth as

ambitious, technologically adept, and self-assured.

She predicts that by 2015, individuals under 20 will

represent 55% of the population, unlike in Western

societies, where youth culture often revolves around

rebellion and 'coolness.'

3 PROBLEM STATEMENT

In the dynamic technology environment, innovation

is rapidly becoming a reality, reflecting rapid changes

in consumer preferences. Marketers grapple with the

challenge of adapting to these changing consumer

dynamics, largely driven by evolving buying

behaviors, notably evident among the youth. These

shifting purchasing patterns not only influence

individual buying decisions but also shape the buying

behaviors of entire families. Thus, marketers must

adeptly discern the evolving consumer needs to tailor

their offerings effectively. Digital marketing has

revolutionized both the approach of marketers and the

purchasing habits of customers. Individual buying

behavior is influenced by various factors, which in

turn affect marketers' efforts to meet the needs of

customers, especially the youth demographic.

Therefore, the effect of digital marketing on young

consumers' purchasing needs to be investigated..

4 RESEARCH OBJECTIVES AND

DATA ANALYSIS AND

DISCUSSIONS

• To identify the factors affecting behavior change of

young consumers.

• Research the changing behavior of young people

and consumers. Its relationship with digital

marketing.

• To provide Indian marketers with an understanding

of the changing behavior of young people and its

impact on business strategies.

Research Methodology

Sources of Data: The researcher used each number

one and secondary sources on this research. Primary

data was collected through surveys and secondary

data included publications, research articles, public

surveys, publications and relevant websites.

Sample Design: This study is research-oriented and

uses primary and secondary data. The researcher

selected the sample from Nagpur district using simple

random sampling.

Sample Size To achieve the objectives of this study,

100 youth were selected from Nagpur district.

Data Analysis

A critical phase involves data analysis and discussion

of the results. In this section, the researcher reviews

the results obtained from the research. The analysis

focuses on primary data collected from surveys

distributed to youth in Nagpur district. The table

below presents the results showing the frequency with

which participants agreed with various statements,

with each statement treated as a separate item.

Impact of Digital Marketing on Youth’s Purchasing Behavior

557

Table 1. Survey used for this study (Source :- Primary & Calculated Data).

Modules

Strongly Agree

Agree

Uncertain

Disagree

Strongly Disagree

Total Weights

Rank

Convenience Frequency

I get on time delivery whilst

online

20 (100) 15 (60) 20 (60) 30 ( 60) 15 (15) 295 XI

View details when buying

online

25 (125) 20 (80) 15 (45) 25 (50) 15 (15) 315 VIII

when shopping online I ca

purchase merchandise each time,

24 hours an afternoon

40 (200) 25 (100) 20 (60) 10 (20) 05 (05) 385 I

when purchasing online it is

straightforward to pick an

examine with different products.

30 (150) 25 (100) 20 (60) 05 (10) 20 (20) 340 IV

Website Design/Features

It helps me search for

products easily when creating a

website

20(100) 10(40) 30(90) 30(60) 10(10) 300 X

Whilst shopping online, I

ick to

shop for from websites which ca

be secure and smooth to navigate

and orde

15(75) 20(80) 25(75) 24(48) 16(16) 294 XII

The internet site format enable

me seek and select the

rope

merchandise while shopping on

line.

30(150) 25(100) 30(90) 10(20) 05(05) 365 III

I accept as true with tha

understanding the website

efor

shopping can lessen the

dan

of online sho

20(100) 25(100) 20(60) 15(30) 20(20) 310 IX

I like to buy from websites

that provide good information

27(135) 22(84) 18(54) 18(36) 15(15) 324 VII

Time Savin

Online shopping takes less

time

35(175) 20(80) 30(90) 10(20) 05(05) 370 II

Online shopping is not a waste

of time

29 (145) 20 (80) 18 (54) 18 (36) 15 (15) 330 VI

I assume I spend much less

time inspecting and

selecting merchandise while

online.

32(160) 17(68) 18(54) 16(32) 17(17) 331 V

Security

I am safe while shopping online

10(50) 20(80) 30(90) 30(60) 10(10) 290

XIII

Keep me safe while

shopping online

05(25) 10(40) 42(126) 38(76) 05(05) 272

I love shopping online

through secure websites

12(60) 20(80) 25(75) 30(60) 13(13) 288

XIV

5 FINDINGS OF THE STUDY

India is the 5th biggest united states of YouTube

users; Indians spend an average of 14 hours a week

on-line watching television. The Indian on-line

advertising marketplace is developing hastily and is

expected to go Rs 1,000 Million by means of

2020.There are many factors that influence young

people's purchasing habits, including lifestyle,

cultural behavior, family background, and influence

on Western culture. With almost 950 million cellular

customers and extra than 50 million related

telephones, extra than 90 million web sites and

greater than 500 million facebook profiles, India has

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an online presence. The rise of online stores is clearly

evident,

with 60% of internet users visiting online stores. But

despite the huge digital marketing industry in India,

there is a shortage of professionals in this field.

Marketers conduct extensive research to understand

young people's purchasing patterns and adapt to their

changing preferences. The rapid pace of

technological change creates challenges for

marketers, as innovations quickly become obsolete

and must be constantly updated to meet customer

needs. Most survey respondents said online shopping

was easy and time-consuming; This indicates that

online shopping is increasing.

6 RECOMMENDATIONS

1. Earlier than launching products online, marketers

have to examine the digital accessibility of the

youngsters demographic.

2. Pre-market surveys are essential for marketers to

understand consumer needs, particularly in digital

marketing.

3. Creating awareness about digital marketing is

crucial for consumers to make informed choices.

4. Given consumers' risk aversion, educating them on

managing risks associated with digital marketing is

essential.

5. The study advises readers to familiarize themselves

with various digital marketing platforms and utilize

them cautiously for maximum benefit.

7 CONCLUSIONS

In summary, young people are associated with

personal and family purchasing behaviors that are

driven by factors such as purchasing and product

awareness. There are approximately 330 million

youth between the ages of 15 and 29 in India,

representing a significant market segment. To be

triumphant inside the aggressive market,

entrepreneurs want to apprehend the mind-set of

those people. Digital marketing has transformed

business and industry, creating threats and challenges

in a highly competitive market. Changing behaviors

will require marketers to better understand young

people and develop appropriate marketing strategies

to retain existing customers and capture new

business. This change will drive the market towards a

more technology-based, consumer-focused business

in the future.

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