International Journal of Science, Engineering and TechnologyAuthors: Mrs.B. Nagarathinam, Ms.A. Sindhu
Abstract: In the current digital environment, Consumers are increasingly relying on digital technologies to inform their purchasing decisions. The capacity to successfully navigate and use digital tools, or digital literacy, has emerged as a critical component in determining consumer preferences. With a focus on the variations in decision-making styles among consumers with different levels of digital literacy, this study investigates the connection between consumer preference formation and digital literacy. According to this study's quantitative analysis of survey data, consumers who possess greater levels of digital literacy are better able to assess online information, make well-informed decisions about what to buy, and form stronger brand preferences. The results of this study have important ramifications for companies looking to interact with tech-savvy customers, marketers, and legislators. Organizations can create more successful customer acquisition and retention strategies in the digital age by comprehending how digital literacy affects consumer behavior.
DOI: https://doi.org/10.5281/zenodo.17062444
