Impact of Digital Marketing on Customer Buying Behavior (Residential Real Estate)

Abstract

Abstract: The study is to examine the impact of digital marketing on the customer buying behavior and to find out the customers are sensible of digital marketing and the digital channel’s impact on their purchase decision. The study is carried out through checks from 148 respondents and Responses from the client. The rating scale was used to get the respondents' final results from the questionnaire. The questionnaires were distributed to 180+ and got 148 responses from respondents. The Rate scale will be used to measure a person's perception and attitude or opinion. The results are interpreted to show the impact of digital marketing on customer buying behavior. The findings revealed that customers are apprehensive of digital marketing and prefer to book site visits through digital channels in their buying actions. The study is performed in a particular geographical area, particularly residential real estate customers or leads and this may be considered as a limitation to judge the purchase opinion of varied regions. As the world moves towards a digital period, the various digital channels play a vital place in the increase of sales of any company’s products or generating leads for the Business. So, the present study attempted to reveal the impact of digital marketing on customer buying behavior- Residential Real Estate. This result helps us to change the Digital Marketing Strategy plan Developed for the Residential Real Estate (Vue Residences).