A Critical Review on Consumer Buying Behavior from Traditional to Digitally Marketing

Abstract

Digital shopping sites are fast replacing traditional or physical shops. Recent years have seen a remarkable transformation in the way India shops and trades. The advent of this disruptive revolution among Indian consumers has led to a new wave in organized retail. Consumer Purchase Behavior is one of the most sought-after fields of study in the Marketing analytics sector in order to understand consumers' purchasing behaviours, which will ultimately assist organizations increase their revenues and deliver a higher growth rate. In this work, we combine current findings from the literature of information systems, map the terrain by presenting key macro- and micro-level observations, and offer future study prospects for this widespread topic. The paper systematically reviews peer-reviewed studies published between 2001 and 2020, dealing with different aspects of traditional and digital transformation. The review reveals various certain aspects, such traditional and digital factors which are affected to consumer behaviour.