Understand the consumer buying behavior of Indian in digital era” Journal of eterprenureship and smes management
Review Article
Keywords:
buying behavior, digital marketing, hospitality management, customer satisfactionAbstract
Indian customers are highly information seekers. They collect more information about a product before buying it. Internet penetration in India is key player for this phenomenon. Most of Indians are getting stimulus through advertisements, but they are not reaching
to end phase of customers purchase journey, mainly in high involvement purchases. Brands are getting more touch point to reach their target group in this digital era. More details about findings are given this report. The successful completion of this project indicates that the future of marketing is in the hands of digital.
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