Impact of Digital Marketing in Customer Plot Purchase Decision in Puducherry

The primary objective of this study is to examine the effects of digital marketing on consumer plot purchase decisions and to determine the level of consumer awareness regarding digital marketing and its influence on customer buying behavior. The research was conducted through a survey of 100 respondents, and the collected data were analyzed using the Chi-square test. The findings indicate that consumers are well aware of digital marketing and tend to prefer plot purchasing through digital channels. However, since the study was limited to a specific geographical area, the results may not fully represent the purchasing behavior of consumers in other regions. As the world continues to advance toward a digital era, digital channels play a crucial role in boosting the sales of plots on digital platforms. Hence, this study seeks to highlight the significant impact of digital marketing on consumer plot purchase decisions.