Impact assessment of digital marketing strategies of D2C brands on buying behavior of consumers

Abstract

While there has been a significant rise in the number of D2C brands operating in India in the past few years, the overall customer adoption of this category is still in its nascent stages. At this stage, marketing is one of the most important elements as these brands attempt to build up a loyal customer base and encourage purchases. So, this study attempts to understand the impact of marketing efforts of D2C brands. A total of 5 hypotheses were formulated, and data was collected through a survey to prove/disprove these. These range from the impact of pricing on the choice of purchase platform to a comparison between celebrity vs. customer led promotions on building the trust on a brand. Post the collection of data through the survey, tools like SPSS and Excel were used to analyse the data and draw insights from them. We were able to gather insights on an array of topics ranging from the influence of social media presence on awareness of D2C brands to the importance of product effectiveness in getting good word of mouth publicity. Basis the insights gathered from survey, the report offers a range of recommendations on aspects like increasing the following and traction of social media handles and focus on non-social media channels to target the customers outside the reach of mainstream apps.