Volume 02, Issue 6
Published on: June 2026
THE IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOR AND SALES – A STUDY ON BICYCLE INDUSTRY OF PUNJAB.
Ishdeep Singh
Dr. Tavneet Kaur
Department of Business Management, Punjab College of Technical Education, Ludhiana 142021.
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Abstract
Digital marketing has emerged as a transformative force in reshaping consumer behavior and industrial competitiveness in the modern business environment. This study examines the impact of digital marketing on consumer buying behavior and sales performance in the bicycle industry of Punjab, with special reference to Ludhiana, widely recognized as the bicycle manufacturing hub of Punjab. The research adopts a quantitative approach based on primary data collected from 150 respondents through a structured online questionnaire, supported by secondary data from published journals and academic literature. Statistical tools including mean, median, mode, variance, and Pearson’s correlation were used to analyze the relationship between digital marketing variables and purchase behavior. The findings reveal that digital marketing elements such as online advertisements, social media promotions, influencer reviews, online discounts, and customer reviews significantly influence consumer purchase decisions. Among these, online discounts and positive online reviews demonstrate the strongest impact on accelerating buying decisions and building consumer trust. Correlation analysis further confirms a strong positive relationship between digital engagement and purchase intention, indicating that digital marketing contributes meaningfully to potential sales growth. The study concludes that digital marketing is no longer a supplementary promotional strategy but a critical driver of consumer behavior and competitive advantage in Punjab’s bicycle industry. The findings provide valuable insights for manufacturers and marketers seeking to enhance brand visibility, customer engagement, and sales performance through data-driven digital strategies.
Keywords: Digital Marketing, Consumer Buying Behavior, Bicycle Industry, Online Promotions, Social Media Marketing, Punjab.
Keywords: Digital Marketing, Consumer Buying Behavior, Bicycle Industry, Online Promotions, Social Media Marketing, Punjab.
How to Cite this Paper
Singh, I. (2026). The Impact of Digital Marketing on Consumer Buying Behavior and Sales – A Study on Bicycle Industry of Punjab.. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(6). https://doi.org/10.55041/ijcope.v2i6.414
Singh, Ishdeep. "The Impact of Digital Marketing on Consumer Buying Behavior and Sales – A Study on Bicycle Industry of Punjab.." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 6, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i6.414.
Singh, Ishdeep. "The Impact of Digital Marketing on Consumer Buying Behavior and Sales – A Study on Bicycle Industry of Punjab.." International Journal of Creative and Open Research in Engineering and Management 02, no. 6 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i6.414.
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- •Published on: Jul 01 2026
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