A STUDY ON THE INFLUENCE OF EXTERNAL FACTORS ON CONSUMER DECISION MAKING FACTORS IN DIGITAL ERA WITH REFERENCE TO MACRO ENVIRONMENT
DOI:
https://doi.org/10.29121/ijetmr.v12.i(4SE).2025.1582Keywords:
Consumer Decision Making, Macro Environmental Factor, Digital EraAbstract
The way consumers make choices has experienced considerable changes in the quickly expanding digital age, greatly impacted by macro environmental variables. In the context of the digital era, the purpose of this research is to look at how macro environmental elements affect consumer decision-making behaviors. The study uses a quantitative research approach and uses structured questionnaires to gather information from a wide range of customers from different demographic groups. The four primary macroenvironmental elements that are the focus of the research are technical breakthroughs, sociocultural shifts, economic situations, and regulatory regulations. In the digital environment, these elements are recognized to have a significant impact on customer attitudes, preferences, and purchase behaviors. The study examines how each macro environmental factor affects various stages of the consumer decision-making process, such as problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. This is done through demanding data analysis and statistical techniques. The study also investigates possible linkages and dependencies among the macro environmental elements, demonstrating their combined influence on consumer decisions.
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