Authors : MRIDUL VERMA

Volume/Issue : Volume 8 - 2023, Issue 5 - May

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://tinyurl.com/4d3vxmj9

DOI : https://doi.org/10.5281/zenodo.8347855

Abstract : The primary objective of this research paper is to conduct an in-depth analysis of consumerbehaviour towards digital marketing at Amazon. The study aims to investigate the impact of digital marketing strategies on consumer behaviour, their perceptions, and preferences towards Amazon's marketing techniques. Moreover, the study seeks to identify and examine the crucial factors that influence consumers to make purchases from Amazon, such as brand reputation, product quality, pricing, convenience, and customer service. This research employs a rigorous quantitative approach, utilising the survey method. The sample size for this study was carefully selected and consisted of 200 respondents. The collected data were subjected to advanced statistical analysis techniques, including descriptive statistics, correlation,and regression analysis, to obtain comprehensive and reliable results. The research findings demonstrate that Amazon's digital marketing strategies have a positive impact on consumer behaviour. In particular, convenience, pricing, and customer service emerged as the most crucial determinants in the consumers' decision-making process. These findings highlight the critical role that digital marketing plays in shaping consumer behaviour and underscore the importance of Amazon's marketing efforts in maintaining and strengthening its market position. Overall, this research paper contributes to the existing body of knowledge on digital marketing and consumer behaviour, offering valuable insights and recommendations for businesses operating inthe digital marketplace.

Keywords : Consumer behaviour, Digital marketing, Amazon, Marketing strategies, Customer service.