• DIBYENDU BANIK
• SOURAV SHIL

In a market context that prioritizes the needs of the client, consumer purchasing behaviour is evolving more quickly. When it comes to the product, pricing, features, quality, packaging, purchasing habits, customer status, generation, and age, among other factors, consumer behaviour varies. The most difficult group to communicate with is youth, though. The purchasing behaviour with trends and fashion is impacted by the shifting preferences of today's youngsters. As a result, marketers spend a lot of time and money on marketing research each year to identify and forecast the changing behaviours of young people. The marketer in the retail sector is currently facing numerous issues as a result of digital platforms. The modern generation is more intrigued by online shopping than by conventional retail. Due to the pressure of the younger generation's purchasing habits, marketers are compelled to use the new style of selling. Customers utilize the internet to compare costs, product features, and after-sale service options as well as to shop for goods online. In addition to the enormous potential of the online business sector, businesses have a unique chance to more effectively reach both current and potential clients online. The well-known online retailers in India include Myntra, Flipkart, Snapdeal, Amazon.com, and e-Bay, among others. Information, ease of use, customer happiness, security, and correct use of the information at hand to evaluate various products are the five key criteria that have the greatest impact on how consumers perceive digital shopping.

Digital Marketing, Consumer Behaviour, Digital Channels, Social Media, Mobile Marketing, Pop-up Advertising.

"Digital Marketing: A Significant Platform for Shaping the Consumers Perceptions and Buying Motives – A Perspective Review", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 9, page no.g61-g66, September-2023, Available :http://www.jetir.org/papers/JETIR2309626.pdf

"Digital Marketing: A Significant Platform for Shaping the Consumers Perceptions and Buying Motives – A Perspective Review", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 9, page no. ppg61-g66, September-2023, Available at : http://www.jetir.org/papers/JETIR2309626.pdf