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@article{201928,
        author = {M.GUNASEKARAN and Dr. K. RAJALAKSHMI},
        title = {CONSUMER DECISION-MAKING PROCESS TOWARDS E-MARKETING IN ERODE DISTRICT},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {4899-4907},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=201928},
        abstract = {Emarketing refers to the use of internet and digital technologies to promote products and services to consumers. It consists online advertising, social media marketing, email marketing, and e-commerce activities to reach target customers effectively. The consumer decision-making process is the series of steps consumers follow before purchasing a product or service which includes need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behaviour. The rapid growth of e-marketing has significantly influenced consumer buying behaviour and purchasing decisions in Erode District. Consumers increasingly depend on online platforms for product information, price comparison, and purchasing activities. However, factors such as trust, security, digital literacy, and promotional strategies affect their decision-making process. Therefore, this study aimed to examine consumer decision-making behaviour towards e-marketing in Erode district. This study followed a descriptive research design and utilized both primary and secondary data sources. A structured questionnaire was administered to consumers in Erode District to collect primary data regarding their demographic profile and perceptions towards the consumer decision-making process in e-marketing. The research instrument was developed using a 5-point Likert scaling technique to measure consumers’ opinions and understandings towards various factors influencing e-marketing decisions. A sample of 162 consumers was selected by applying the random sampling technique. The secondary data were collected from published articles, books, journals, websites, and other online sources relevant to the study. The collected data were entered into MS-Excel software and analyzed using statistical tools such as percentage analysis, mean score, standard deviation, and Chi-square test through SPSS version 26.0 software. This study noticed that high level of decision-making process in e-marketing is obtained by the consumers belong to age group of 25–35 years, qualified professional degree, Rs.40,001–60,000 as monthly family income, spending Rs.4001–6000 monthly through e-marketing, using Amazon mostly and purchase products once in a fortnight.},
        keywords = {E-Marketing, Decision-Making Process, Digital Marketing, Consumer Perception, Purchase Intention, E-Commerce, Customer Satisfaction, Buying Behaviour.},
        month = {May},
        }