DIGITAL MARKETING COMMUNICATION AND CONSUMER BUYING DECISION PROCESS: A STUDY ON RESTAURANT DECISION

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.