• Dr. P. Raji Reddy

Consumer psychology plays a crucial role in digital marketing, as it helps businesses understand how consumers think, feel, and make purchasing decisions in an online environment. By leveraging psychological principles, marketers can create strategies that effectively engage consumers, influence their behaviour, and drive conversions. In today’s digital era, consumers are constantly bombarded with advertisements, social media content, and personalized marketing messages. To stand out in this competitive landscape, businesses must go beyond traditional marketing techniques and tap into the psychological factors that drive consumer behaviour. These factors include emotions, cognitive biases, social influence, and decision-making processes. The present paper aims to analyse the customer psychology in digital marketingand, further, it described the customer perception on merits and demerits of digital marketing in hanumakonda district.The study uses both the primary and secondary data. The data are analyzed in tabular form and using simple averages and percentages.Primary data has been collected from the user consumer, non-user consumer and local shop owner’s selected randomly in Hanumakonda District and administering the structural pretested questionnaire from user consumer (40), Non User Consumer(40) and Local shop owner’s (40) in Hanumakonda District. The study reveals that younger individuals, particularly students, are the primary users of digital marketing. Mobile phones are the dominant mode of internet access. Word-of-mouth, especially from friends, plays a crucial role in spreading awareness. Amazon is the leading e-commerce platform, and while digital marketing offers advantages like cost savings and quick publicity. Demerits of digital marketing are Difficult to Understand, Network problems and Net banking security. Majority of the Non consumers and local shop owners stated that No, cost of transport charges for traditional transactions,Consumer can buy after seeing the goods and no delay in supply of goods while purchasing the products through traditional marketing.

Digital Marketing, Internet banking, E-wallets, User and Non User Consumers

"CONSUMER PSYCHOLOGY IN DIGITAL MARKETING -A CASE STUDY ON HANUMAKONDA DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 11, page no.281-287, November-2025, Available :http://www.jetir.org/papers/JETIRHD06050.pdf

"CONSUMER PSYCHOLOGY IN DIGITAL MARKETING -A CASE STUDY ON HANUMAKONDA DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 11, page no. pp281-287, November-2025, Available at : http://www.jetir.org/papers/JETIRHD06050.pdf