Effect of Digital Advertising on Customer Satisfaction – A Case Study of Ayurvedic FMCG Products

Commerce

Ayurveda has its roots in the ancient India and the fruits of its utility are beard in present too. With awareness of the hazardous impact of chemical products customer base of FMCG products started preferring the products with long lasting effects with no harm. The proved formula of ayurvedic products have shifted the preference of consumers towards such products. The scientific and ancient formulas of ayurveda significantly cures the ailments and foe not have any side effects. The aim of the study to analyse the effect of digital advertising on customer satisfaction . Purpose: This research aims to investigate the extent to analyse the effect of digital advertising on customer satisfaction. Design/methodology/approach – A self-administered survey of 300 consumers who buy ayurvedic FMCG products through online in Jaipur City was used to test direct and indirect effects among the hypothesised variables. Findings: The findings indicate that digital advertising has a full mediating effect on the customer satisfaction in ayurvediv FMCG products. Originality/value – This study indicates that the app should be easy and comfortable so all customers can easily browse and shop comfortably. Online shopping should be cheaper than offline shopping, so more customers will engage in online shopping. Ordering online can be difficult, so there should be a simple and easy provision for customers to easily place their order.

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