International Research Journal of Innovations in Engineering and Technology - IRJIET International Open Access, Monthly, Peer Reviewed, Reputed Journal ISSN (online): 2581-3048

Impact Factor (2025): 6.9

DOI Prefix: 10.47001/IRJIET

Digital Marketing, Value Enhancement and Customer Experience: A Study of Amazon Customers in Vijayawada, India

Dr. Mopidevi RamaraoAsst. Professor, Dept: KLBS, KL University, Vijayawada, IndiaYadlapalli PravallikaDept: KLBS, KL University, Vijayawada, IndiaM. John BannyanDept: KLBS, KL University, Vijayawada, IndiaS. MaheshDept: KLBS, KL University, Vijayawada, India

Vol 9 No 10 (2025): Volume 9, Issue 10, October 2025 | Pages: 128-134

International Research Journal of Innovations in Engineering and Technology

OPEN ACCESS | Research Article | Published Date: 31-10-2025

doi Logo doi.org/10.47001/IRJIET/2025.910017

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Abstract

This study examines how Amazon’s digital marketing efforts affects online shopper’s perceptions of value enhancement and customer experience in Vijayawada, Andhra Pradesh. Through a mixed-methods approach (structured survey + focused interviews), the study examines digital touchpoints (personalization, targeted advertising, app/website usability, delivery & returns communication) and their relationship with customer satisfaction, perceived value, and behavioral intentions (repeat purchase, word-of-mouth).The paper provides managerial recommendations for enhancing Amazon's local customer experience in Vijayawada, as well as a plan for sampling and analysis, a hypothetical pattern of results that is in line with recent developments in the literature and the market.  Key contributions include a ready-to-use questionnaire for primary data collection and localized evidence for digital marketing-to-experience pathways.

Keywords

Amazon India, Vijayawada, Digital Marketing, Customer Experience, Perceived Value, E-Commerce, and Customer Satisfaction


Citation of this Article

Dr. Mopidevi Ramarao, Yadlapalli Pravallika, M. John Bannyan, & S. Mahesh. (2025). Digital Marketing, Value Enhancement and Customer Experience: A Study of Amazon Customers in Vijayawada, India. International Research Journal of Innovations in Engineering and Technology - IRJIET, 9(10), 128-134. Article DOI https://doi.org/10.47001/IRJIET/2025.910017

Licence Copyright (c) 2026 International Research Journal of Innovations in Engineering and Technology creative common licence This work is licensed under Creative common Attribution Non Commercial 4.0 Internation Licence
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