E-shopping or online shopping has seen a surge in growth among Indian consumers. With consumers switching to online research before making a final buying decision carves out the fact of rising online marketing influence on consumer’s mind.
In the current era, the seller could not ignore the powerful impact and reach of online or digital marketing. Consumer’s inclination towards online buying is increasing in India, but still it has a long way to go as there is still a strong community of Indian consumers present which believed in physically looking for a product thereby having a “look and feel” of the product before buying. The electronics sector has been an early adopter of online purchasing followed by cloth industry. Moreover, aviation industry has seen the largest use of online media used by Indian consumers for flight bookings. In the digital sector, mobile phones, camera, laptops and televisions sets have been the top searched items online.
With a wide range of information present online regarding any product in terms of details,specifications,variety,reviews by other buyers and competition comparision,the consumer buying decision online becomes instant and easy. It has been observed that an Indian consumer take at least two weeks time for reviewing a product pricing more than Rs.10, 000 before making a buying decision.Hence, it becomes imperative for large organizations to constantly update their products and ensure their reach to their target audience through various digital marketing techniques. At the same time, these organizations cannot ignore the strong impact of social media which has penetrated deeply into the lives of Indian consumer. Hence the product needs to be present on the social media platform to grasp hold of its target buyers and gain feedbacks on buyers review.
Previously television was the single most powerful medium used by multinational to spread awareness about their product, but now with personal computers and internet, the scenario is continuously changing. Consumers are slowly shifting from intuition based buying to research based buying thereby creating a highly competitive market for new products to influence consumers.