Authors: Assistant Professor Dr. P Subburaj
Abstract: This paper examines how digital marketing strategies directly influence consumer purchasing behavior in India's at-home appliance market. The main research question investigates how digital channels shape customer preferences and influence buying decisions. The goal is to identify specific mechanisms—such as targeted campaigns, influencer participation, and online demonstrations—that encourage online consumer engagement in this sector. The analysis combines insights from relevant literature, secondary data, and case studies to show how digital engagement has shifted consumer focus from traditional media to interactive online touchpoints. Notably, brands like LG and Samsung have utilized digital-first initiatives and partnerships to boost engagement and conversion rates, as illustrated by LG’s smart refrigerator launch and Samsung’s targeted YouTube collaborations. These examples demonstrate the increasing significance of digital marketing in informing, persuading, and converting consumers through product demonstrations, comparisons, and reviews, ultimately making digital channels a key part of purchase decisions in the home appliance market.
