A Study On Buyer Decision Making Behavior Through Instagram Online App

Abstract

Social media has been taking the markets by storm, be it any brand or offering its always a buzz over social media. The internet age has supported marketers to the maximum potential as their communication can reach anywhere in just fraction of seconds. Not only this the coverage of exposure has expanded multifold. Same goes with Instagram application that is been widely used by people for buying jewellery. The research has been conducted with customers who purchase jewellery from online app. The main objective of the study is to know the buyer decision making behavior through Instagram online application purchase and other objective to study on brand awareness & increase jewellery sales through digital marketing. Review of literature explains previous studies on “buyer decision making behavior”. Literature review of the study has described the “buyer decision making behavior through Instagram. The research methodology provides information about research objective, research design, data collection method, sample size, sample design and sampling unit. In data collection phase all the collected information areanalyzed through MS Excel and SPSS, and Mann Whitney test, Normality test & Chi-Square test has been used. The paper concludes with insights that there is significance impact of certain factors on consumer buying when it comes to online purchase. Instagram application plays an important role in decision making process of several customers who prefer online purchase mechanism much more that physical buying.