MARKETING TECHNOLOGY WITH RESPECT TO ONLINE SHOPPING BEHAVIOUR: A STUDY WITH REFERENCE TO BIDAR CITY

Abstract

The rapid growth of digital technologies has significantly transformed consumer shopping behaviour, especially in online platforms. Marketing technology (MarTech) plays a crucial role in influencing customer decisions through personalized advertising, social media marketing, AI-based recommendations, and digital payment systems. This study examines the impact of marketing technology on online shopping behaviour with special reference to Bidar City. The research adopts a descriptive design using primary and secondary data to understand consumer awareness, trust, usage patterns, and satisfaction levels. The findings highlight that digital marketing tools such as social media advertisements, mobile applications, and e-wallets strongly influence purchase intention. However, issues like trust, delivery delays, and lack of digital literacy still act as barriers. The study concludes that effective use of marketing technology can enhance consumer engagement and boost online retail growth in semi-urban regions like Bidar.