A Study on Consumer Purchasing Behaviour After Digital Transformation of Business

Abstract

The emergence of digital technology has made a significant shift in the business operations, significantly affecting the consumer purchasing behaviour. Most of the businesses have expanded its operations digitally where they can attract potential costumers online. The businesses have realized that although it may involve a larger cost in setting up the operations digitally in the initial years, but gradually it will be fruitful and is the need of the hour in this tremendous competitive market. Due to this shift from traditional to digital shopping experience costumers are now getting used to the seamless, secure and engaging online shopping experience. Although the businesses are trying their best to fit in with the rapidly changing environment, but still the transition among the Consumers as well as the businesses is not uniform across all demographics. This study highlights how the consumer purchasing behaviour is affected by the convenient and personalized experience that the businesses offer using various digital platforms with a wide range of products made available to the Consumers at prices of their choice. It also results in the sudden increase in the use of mobile phones in the recent few years for the purpose of online shopping