DIGITAL INFLUENCE ON PURCHASE DECISION OF CONSUMER DURABLE: A STUDY ON PRE AND POST-SALES SERVICES.

Abstract

The waves of the pandemic have rapidly evolved and transformed the way businesses operate. Digital influence has powered consumer purchasing behavior. Digital platforms have taken over sales as showrooms in big cities have been losing their radiance and craze because the footprints of the buyer are declining therefore there is no surprise that the showrooms are closing and are somehow becoming a mediator in facilitating sales through digital portals. The research highlights the pre, during, and post-purchase phases of digitally influenced buyers for consumer durables. The research is restricted to 125 digitally influenced buyers of consumer durables in Belagavi City. The study identifies the significant drivers for online purchases and also points out barriers to online purchase and recommends suitable suggestions in order to overcome the barriers.  The results of the study also assist in indicating the level of consumer satisfaction.