Research Article | Open Access
Digital Dynamics: Exploring Consumer Behaviour and Marketing Strategies in the Modern Retail Landscape
K. S. Giridharan
Pages: 134-143
Abstract
In the rapidly evolving landscape of the digital world, consumer behaviour has become increasingly dynamic and complex. This presents a significant challenge for businesses trying to understand and cater to the preferences and needs of their potential customers, particularly concerning their products. Recognizing the multi-faceted nature of consumer interactions in digital spaces, this study explores the benefits and leverages of a multichannel approach in understanding consumer dissatisfaction. Embarked on a comprehensive study employing primary data collection methods. A structured questionnaire was designed to capture the nuances of consumer behaviour and the factors contributing to their satisfaction or dissatisfaction with products. This data was meticulously gathered from diverse respondents, ensuring a robust and representative sample. Data collected underwent a rigorous analysis using the Statistical Package for the Social Sciences (SPSS) system. This advanced analytical approach enabled a thorough examination of the data, focusing on identifying patterns and correlations within consumer responses. One of the critical analytical tools used in this process was the Chi-square test, renowned for its effectiveness in examining categorical data and the relationships between variables.The results of this study offer insightful revelations into consumer behaviour in the digital domain, especially in the context of potential customers' reactions to products. These findings significantly affect businesses aiming to enhance customer satisfaction and loyalty. By understanding the multiple benefits and leverages that a multichannel approach offers, businesses can more effectively tailor their strategies to meet the evolving demands of the digital consumer.
Keywords
Consumer behaviour, Potential customer, Multiple leverages, Multiple benefits, Digital marketing, SPSS system, Chi-square analysis, Customer satisfaction.