Page 39 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

Association between, Consumer Income Level and Buying Behavior

Swati Patil*, Shakil Mulla** and Seema Desai***

*Assistant Professor, Department of MBA, Rajarambapu Institute of Technology (Affiliated to Shivaji
University), Islampur, Maharashtra, India (E-mail: swatim.patil@ritindia.edu)

**Assistant Professor, Department of MBA, Rajarambapu Institute of technology (Affiliated to Shivaji
University), Islampur, Maharashtra, India (E-mail: shakil.mulla@ritindia.edu)

***Associate Professor, Department of MBA, Rajarambapu Institute of technology (Affiliated to Shivaji

University), Islampur, Maharashtra, India (E-mail: seema.desai@ritindia.edu

Abstract:

In today's society, social media has greatly increased value for a variety of stakeholders. There are, however,
a good number of thorough literature evaluations on various facets of social media marketing. In order to

gather, go over, and evaluate earlier research on social media marketing, a thorough literature study of
academic publications on the subject was conducted for this piece. In general, the article has attempted to give

a comprehensive analysis from social media marketing specialists. The purpose of the study is to investigate

how well different digital marketing techniques can connect with and engage people throughout the world.
This study aims to shed light on the potential and difficulties related to digital marketing globally through a

review of the literature, data analysis, and a structured questionnaire. This article aims to determine the
relationship between the income level and things acquired via digital media. The analysis of the distinctions

between digital and conventional marketing is another goal of the article.

Key words: Social media, Customers, Digital marketing, Marketing Strategies

Introduction:

Marketing is the art of identifying, forming, and profitably trading connections and needs between suppliers

and purchasers. The exchange of products and services is encouraged and made easier by this practice.
According to Dr. Kotler, marketing is defined as "marketing is satisfying needs and wants through an exchange

process." This definition of marketing is a broader approach to customer engagement that uses selling as the
primary factor after being influenced by various steps like need understanding, brand recognition, and

ultimately completing elements of sales and purchase.