Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration

This purpose of the study is to investigate consumer buying and purchasing behavior by focusing on the difference between digital marketing and conventional marketing to purchasing decision and behavior, as limited literature or knowledge is available on the attitudes, moral conducts and performance outcomes. This study primary data was collected through a questionnaire from 275 above respondents. Multiple regression techniques applied to explore the difference of purchasing decision and behavior of conventional marketing and digital marketing. The findings of this study suggest that digital marketing impacts the purchases decisions and behavior to reasonable levels generate adequate scientific evidence to support the hypothetical effects assumptions. This highlighted on how traditional and digital marketing influence consumer buying behavior with digital marketing noted to exert the strongest influence on the buying behavior. Also, the t-tests and the ANOVA test further depicted that there are no differences when relating the effectiveness of traditional and digital marketing by the various demographic factors. Thus, this research can provide businesses with knowledge about consumers’ preferences regarding various forms of marketing and potential offers related to these preferences while stressing on both offline and online marketing impact on consumers’ buying decision.