A STUDY OF CONSUMER BEHAVIOUR OF DIGITAL MARKETING – WITH SPECIEL REFERENCE TO CHENNAI CITY

Abstract

This Research Paper entitled “A STUDY OF CONSUMER BEHAVIOUR OF DIGITAL MARKETING – WITH SPECIEL REFERENCE TO CHENNAI CITY”. The development of digital marketing is inseparable from technology development. One of the first key events happened in1971, when Ray Tomlinson sent the first email, and his technology set the platform to allow people to send and receive files through different machines. However, the more recognizable period as being the start of Digital Marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites.On a daily basis we check our phones on average 150 times; here in the lab it is the first thing we do in the morning. The last thing we do at night and continually throughout the day, digital media marketing is everywhere. Over the years there have successfully developed their brand to accommodate the needs of consumers, but of course where there are successes there are failures, and many platforms have failed to stay relevant in an ever changing climate.The sample size chosen for data collected 100 respondents from Chennai . The collected data the determination of sample size is a commercial decision that weighs the cost of a larger sample against the benefits of greater accuracy and meaningful interpretation is drawn. The Statistical Tools used for analysis are Percentage analysis and chi-squared test. The area of the study has been confined to Chennai city.