Author(s) :

NIMMAGADDA HARSHITHA.

Volume/Issue :

Abstract :

The purchase habits of consumers are changing at a never-before-seen pace. Product kind, value, location, technical developments, features, quality, packaging, lifestyle, status, and age are some of the variables that affect this behavior. The young demographic is the most complicated and significant of them. Because they follow the newest trends in fashion and taste, today's young have a big influence on consumer behavior. As a result, marketers spend a lot of money on market research to find and forecast shifting consumer trends, especially among younger consumers. Because digital platforms are so common, companies must increasingly use creative marketing techniques. The influence of digital marketing on consumer purchasing behavior, especially among young people, is the main emphasis of this study. The results show that most young people nowadays approach internet platforms with awareness and responsibility.

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