• MANISH SHARMA
• DR. BRAHMMANAND SHARMA

The usage of internet and mobile technologies for consumer purposes has changed it a lot. This research looks at the effects of digital marketing on consumer behavior on Flipkart one of the largest e-commerce platforms in India. In the era of rapid growth in the Indian e-commerce industry, businesses need to learn about the preferences and motivations of online customers in order not to fall behind. This research examines the use of such digital marketing tools as targeted advertising, friendly site design, mobile applications, and secure payment systems to shape consumer perception and selection by Flipkart. The research was carried out using a structured questionnaire which was emailed to 100 respondents from Bangalore. The study was based on four key factors that influenced it. convenience, time-saving, website features, and transaction security. The findings showed that the most active online shoppers are young consumers, especially those aged 15 to 25 years. Convenience and efficient delivery services were the key reasons why respondents purchased from Flipkart. Although most users had a nice experience with Flipkart’s digital interface, some users were still concerned about data security. The research indicates that Flipkart’s digital marketing strategies are very critical in determining consumer trust, satisfaction and loyalty. In order to further strengthen its market position, Flipkart has to continue to improve its digital infrastructure and provide more personalized marketing content and resolve outstanding issues on data privacy and security. Through changing it marketing strategies to new expectations of the consumers, Flipkart can maintain its competitive advantage in the dynamic Indian e-commerce scenario. This research is helpful to comprehend the effect of digital marketing on consumer behavior and provides practical recommendations to e-commerce platforms that want to improve their digital engagement strategies.

Consumer Behavior, Digital Marketing, Flipkart, E-commerce, Online Shopping, Customer Perception, Website Usability, Data Security, Online Retail, India

"CONSUMER BEHAVIOR TOWARDS DIGITAL MARKETING IN FLIPKART", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.e511-e518, May-2025, Available :http://www.jetir.org/papers/JETIR2505530.pdf

"CONSUMER BEHAVIOR TOWARDS DIGITAL MARKETING IN FLIPKART", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. ppe511-e518, May-2025, Available at : http://www.jetir.org/papers/JETIR2505530.pdf