Digital marketing enterprises throughout the globe have had a profound impact on traditional ways of marketing. The digital marketing world is a gateway for implicit customers to feel like a part of the brand. It offers the occasion to feel connected with the business as customers see the content from the brand regularly. In the present research primary data were collected by structured questionnaire from 100 respondents in Coimbatore City. The main objectivity of the study was to analyse the impact of digital marketing in customers purchase decision with special reference to white goods in Coimbatore city. The collected data was analysed using simple of the respondent’s age, Z test and ANOVA. The study concludes that Consumer eating habits and purchasing behavior are dynamic and ongoing processes that include physical, cultural, psychological and social factors. By its very nature, understanding the behavior of customers presents great challenges for companies to design and develop products that meet customer needs. Now a day this task is achieved by the companies through digital marketing. In addition, perception, motivation and satisfaction are important in consumer behavior research, because users are willing to buy when they see something through digital marketing on white goods., {"references":["1.\tAmit Saha (2015), IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. PP 74-78 2.\tAshok Kumar Chandra, Devendra Kumar Sinha (2013), \"factors affecting the Digital marketing behaviour: a study with reference to bhilai durg\", International Journal of Advanced Research in Management and Social Sciences ISSN: 2278-6236, Vol. 2, No. 5, May 2013, p.no: 160. 3.\tBoichenko, K.S.; Shvydanenko, G. A.; Besarab, S.A.; Shvydka, O.P.; Kyryliuk, O.V. Marketing innovations management in the context of integrated enterprise development. Int. J. Manag. 2020, 11, 126–137. 4.\tDr. V. Aslıhan Nasır, Sema Yoruker, Figen Güneş and Yeliz Ozdemir (2006) studied about \"Factors Influencing Consumers' Laptop Purchases\" Global Conference on Business & Economics, OCTOBER 15-17, 2006 5.\tDr. Gagandeep Nagra , Dr. R Gopal ,An study of Factors Affecting on Digital marketing Behavior of Respondents , International Journal of Scientific and Research Publications, Volume 3, Issue 6, June 2013 1 ISSN 2250-3153 www.ijsrp.org 6.\tDr. Richa Ranjan Singh, Sachin Mittal and Ankur Kukreti (2018), \"Effects of Digital marketing on Consumer Buying Behaviour\", Vol.6, pp. 245-254. 7.\tEunice Njoki Kibandi and James Mwikyareuben (2019), \"Impact of Digital marketing on Consumer Buying Behaviour: A case study of Jumia Kenya, Nairobi\", Col.7, pp.116-135. 8.\tFatimah Furaiji1, Małgorzata Łatuszyńska2, Agata Wawrzyniak2 (2012) studied about \"An Empirical Study of the Factors influencing Consumer Behaviour in the Electric Appliances Market.\" Contemporary Economics, Vol. 6Issue376-862012 9.\tGoswami (2011) studied about \"Important parameters of refrigerators considered during their purchase: An exploratory study in Guwahati city in India\" Asian Journal of Management Research, ISSN 2229 – 3795. 10.\tGupta, A., Bansal, R., & Bansal, A. (2013). Online shopping: A shining future. International Journal of Techno-Management Research, 1 (1), 1-10. 11.\tMalhotra, A. (2010, September 20). Nielsen report on top Digital marketingtrends in India. India social. Retrieved from http://www.indiasocial.in/Nielsen-global-online-shopping-report 12.\tMamta Chawal, Dr. Mohammad Naved Khan and Dr. Anuja Pandey (2016), \"Online Buying Behaviour: A Brief Review and Update, Vol.9, pp.1-18. 13.\tManisha Kinker and N. K. Shukala (2016), An analysis of respondents behavior towards Digital marketing of Electronic Goods with special reference to Bhopal and Jabalpur city., International Journal of innovations and Applied Studies., ISSN 2028-9324, Vol-14 No.-.3 . 14.\tPrashant Singh(2014),Respondents buying behavior towards online shopping, ABHINAV-National Journal of Research in Buying and Management.,ISSN-2277-1166,Vol -III 15.\tProf. Ashih Bhatt (2014), Respondents attitude towards Digital marketingin selected region of Gujarat, Journal of Marketing Management, ISSN-2333-6080, Vol.-02, No.-02. 16.\tRastogi, A. K. (2010). A Study of Indian Online Consumers & Their Buying Behaviour. International Research Journal, 1(10), 80-82. 17.\tRavjot Kaur, Gurmeet Kaur, Aman Kumar, Gaurav Kumar (2015), Respondents attitude towards Digital marketing in Chandigarh, International Journal of management and social Sciences, Research, ISSN 2319-4421, Vol-4, No.-3 18.\tSaravanan S and Brindhadevi K (2015), \"A Study on online buying behaviour with special reference to Coimbatore City\", Vol. 4., pp. 988-995. 19.\tSaravanan, S., & Devi, K. B. (2015). A study on online buying behaviour with special reference to Coimbatore City. International Journal of Buying, Business and Management, 4(1), 988-995. 20.\tShengyu Gu, Beata ́ Slusarczyk, Sevda Hajizada, Irina Kovalyova and Amina Sakhbieva, Impact of the COVID-19 Pandemic on Online Consumer Purchasing Behavior, Journal of Theoretical Applied Electronic Commence. Research 2021, 16, 2263-2281. 21.\tSonal Kala and Rajesh Kumar Sharma (2015), \"Behaviour of Customer's towards Digital marketing in India\", Vol.2, pp.127-131. 22.\tUpasan Kanchan (2015), A study of online purchase behavior of Respondents in India, ICTACT Journal of management Studies, ISSN 2395, Vol-01, Issue-03. 23.\tK. Veerakumar & A. Dinesh Kumar, \"People Preference towards Organic Products\", International Journal of Recent Research and Applied Studies, Volume 4, Issue 7, Page Number 73-75, 2017. 24.\tK. Veerakumar & A. Dinesh Kumar, \"Challenges of Agricultural Development\", International Journal of Recent Research and Applied Studies, Volume 4, Issue 5, Page Number 76-79, 2017. 25.\tR. Sindhuja & A. Dinesh Kumar, \"A Study on the Level of Work-Life Balance among Medical Representatives\", International Journal of Recent Research and Applied Studies, Volume 5, Issue 12, Page Number 28-33, 2018."]}