IMPACT OF DIGITALIZATION ON CUSTOMER BUYING DECISION

People become stronger as a result of digitalization, which allows them to save both time and money. The digital world blurs the lines between countries and brings individuals closer together. There is no need to go to a store to purchase a product or service; all it takes is a single click. Organizations are developing strategies to reach out to potential customers using digital platforms, which make it simple for them to reach out to the largest number of people. Buyers may now simply compare products on the basis of quality and pricing. Customers' purchasing decisions are also influenced by product availability. This study show that how digitalization influence customer buying behaviour, this study focus on some factors (reliability of digital information, easy access of websites, online digital communication source) which play important role for influencing the customers for buying product through digital platform. This study was conducted in Haridwar (Jwalapur, Kankhal, Sidkul) and sample size was 50. A questionnaire was prepared and based on some factors which influence customer buying behaviour.