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Abstract
Women play a vital role in making purchase decision in the family. They happen to be the key driving force in a family in all respects including its economic well being. They don’t hesitate to go an extra mile in buying products in this digitalized world. Digital marketing is a term used to describe the integrated marketing services used to attract, engage and convert customers online. Digital marketing utilizes multiple channels such as content marketing, influencer marketing, SEO, social media and online advertising to help brands connect with customers and uncover performance of marketing programs in real-time. This study exclusively focus on women customers of varying age groups and the extent of growth in adaptation in digital marketing. Their proficiency in using the digital marketing strategy, preferences with respect to goods through online, frequency of their purchase would also examined in this study.