Modern Marketing: A Study on the Impact of Digital Marketing and its In uence on Youth in Online Shopping

In the r ecent past and even today, we  are  e xperie ncing t he changes in t he buying 
behavior, which rate s hi gh among y outh. Consumer’s buying behavi oral  aspect
keeps c hanging when it comes t o t he price, feat ure s, products, qualit y, packaging,
delivery and payment and so on. However, youth is t he most complic ated group
to be in contact with. The buying pattern is affe cte d due to t he changes i n the
preference of y oung people because t hey follow a rhythm of fashion and taste
according to the changi ng t ime. Hence, t he marke ter has  to spend some cores and
invest e very year t o identify t he buying behavior of t he y outh. The pre se nt generation
is more fascinated with inte rnet shopping t han conve ntional shopping. This pape r
highlights t he i mpacts of digit al market ing and the in uence on buying behavi or
of youth. Conve nience sampling method was used to se lec t the sample of  50 youth
from Tuticorin t own. The main factors in uencing and creati ng i mpact on youth
are acce ssibi lit y, low pric e,  v ari ety  see king and t hey can shop at  anytime from
anywhere, and all these fact ors has changed the perspectives of t he market ers today.