The Growth of Advertising and Consumer Behaviour in Digital Era

The impact of digital media on customer purchase behaviour is seen because of technology advancement and enables access to authentic information at right time even when the customers are at home and hence, they can do comparisons and have better control from anywhere in the world. Digital marketing has minimal upfront costs, making it a cost -effective marketing technique for small businesses and identify the target audience. Digital advertising has become prominent largely because it reaches such a wide and easy to target audience. The purpose of this paper is to critically examine the consumer behaviour with changing advertising trends in digital platform on people of different generations in Amritsar. In order to understand different perspectives of consumers, two different methods have been used. A questionnaire and Google forms were filled by people of age group 15 -60 years classified into four age groups and interview method has been undertaken to understand the perspective of digital advertising.