Impact of Digital Marketing on Buying Behaviour of Consumers in SIDCO, Thiruvananthapuram

Abstract

Digital technologies have dramatically changed the way businesses communicate and transact with consumers. The effect of digital marketing on consumers’ buying behaviour in SIDCO industrial cluster, Thiruvananthapuram is studied. The descriptive research design was used and primary data were gathered by using structured questionnaire by convenience sampling among the 120 respondents for three months of data collection (January – April 2026). Chi-Square analysis, Spearman Rank correlation and One-Way ANOVA were used for the analysis. The findings of the chi-square test show that there is a significant difference in the perception of influence of digital ads between genders (p < 0.05). Spearman correlation analysis shows high positive correlation between social media platform influence, influencer marketing and product reviews, as they are mutually reinforcing in influencing consumer decisions (r = 0.662 – 0.748, p < 0.001). The ANOVA
results show that there is statistically significant difference between consumer buying behaviour based on digital marketing dimensions (F = 9.872, p = 0.000). The results indicate that businesses in SIDCO’s ecosystem should focus on consumer engagement and purchase decisions by investing in personalized digital advertising and leveraging social media through influencers. This study presents empirical evidence to support the practice of digital marketing in public sector industrial estates in India.