Abstract:
Purpose
The purpose of this research is to examine the impact of digital marketing communication on
the customer purchase behavior by going through a buying decision process of restaurant
selection.
Methodology & Design
The main objective of this research is to investigate the impact of digital marketing
communication on consumer buying decision process. The research design for this study is
explanatory research design in which primary data is collected and this study followed the
quantitative research to examine the information and testing theory.
Findings
The impact between independent variable that is digital marketing (DM) and variables that is
Search for Information (SFI) , Evaluation of Alternatives (EOA) , Selection and Purchase
(SP) and Post Purchase (PP) are found to be significant.
Limitations
The limitation of this research is short period of time for the overall research study along
with the collection ofresponses due to which most ofthe responses has been taken from the
Karachi millennial age group. Another limitation is that the respondents might not give their
true responses due to their lack ofinterest.
Recommendations
The further recommendation for this research according to the results are marketers should
use both channels that is digital and traditional strategically and appropriately at each step of
consumer buying decision making process.
