People in today's society are dependent on the support that technology provides for all of their endeavours since the rate of technical growth in the world has increased to such a high degree in recent years. When people wanted to raise awareness of their wares and services in the past, they would advertise them through a broad range of different marketing strategies. Within the setting of a market that is increasingly oriented on the requirements of its customers, consumers' shopping habits are experiencing rapid transformations. This movement is occurring as a direct result of the market. The buying behaviour of consumers can vary depending on a variety of aspects, including the product, price, features, quality, packaging, buying behaviour, status, generation, age of the client, and so on; nevertheless, the younger demographic is the most difficult to interact with. The altering preferences of today's youth have an effect on the purchasing pattern. This is because the primary factor that shapes the tastes of today's children and teenagers is the rhythm of fashion and taste as it pertains to moving trends and eras. As a result of this, marketers invest tens of millions of rupees and a large amount of time each year in market research in an effort to uncover and predict the altering behaviours of today's young people. Now, a marketer in the retail industry faces a variety of challenging problems as a result of digital marketing's widespread use. Those who are younger are more likely to be drawn to the concept of making purchases online as opposed to engaging in more conventional forms of buying. As a result of the pressure that is put on marketers by the purchasing habits of the younger generation, marketers are being forced to develop new and innovative ways of promoting products in order to compete. "Digital marketing and its impact on buying behaviour of youth is focused as the primary topic in this study." This is due to the fact that the purchasing behaviour and behavioural pattern of youth has a stronger effect in the purchasing behaviour. This is why the primary focus of this study is on "Digital marketing and its impact on buying behaviour of youth." The results of the poll indicate that the vast majority of the younger members of the generation that is currently living have access to digital media; nevertheless, they do not have the expertise that is required to make the most effective use of it.
Key words: Digital marketing, youth, buying behaviour of youth.
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