QUANTITATIVE ANALYSIS OF DIGITAL MARKETING'S IMPACT ON APPAREL BUYING BEHAVIOR: A STUDY OF WOMEN CONSUMERS IN UDAIPUR CITY

This research paper conducts a quantitative analysis of the impact of digital marketing on the apparel purchasing behavior of women consumers in Udaipur City. Utilizing primary data gathered from a structured survey of 428 respondents, the study examines the relationship between various digital marketing strategies—including social media engagement, influencer endorsements, email marketing, and online reviews—and consumer purchasing decisions. The findings demonstrate significant correlations between digital marketing initiatives and consumer behavior, with particular emphasis on the moderating effects of demographic factors such as age, education, and income. The study concludes with practical recommendations for marketers aiming to enhance their digital strategies in comparable non-metropolitan markets, underscoring the importance of personalization, trust, and targeted content.