Impact of digital media marketing on purchasing behavior in the low hill urban areas of Himachal Pradesh

Abstract

This research is to investigate from a societal standpoint that factors influencing digital media advertising on the purchasing decisions of FMCG consumers. The primary data were collected from 500 beneficiaries of Low Hills (Urban) areas, northern states of India, i.e., Himachal Pradesh using purposive sampling during July 2018 to Jan 2019. Factor analysis was used for data analysis. The findings of the analysis lead one to the conclusion that many of the respondents watch digital advertisements to gather information. Their livesrevolve around sitting in front of the television and, more specifically, watching advertisements in hilly areas.