Volume : 10, Issue : 3, MAR 2024
OPPORTUNITY GENERATION AND EARLY BUSINESS DEVELOPMENT RESEARCHED BY STUDENTS PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE, MADURAI
A STUDY ON THE STRATEGY OF SOCIAL MEDIA INFLUENCING CONSUMER DECISIONS IN SELECTED FMCG PRODUCTS WITH SPECIAL REFERENCE TO MADURAI DISTRICT
SAKTHIVEL.C, VAIRAMUTHU.M, DR. G. THENMOZHI
Abstract
Consumer decision-making refers to the process through which individuals choose products or services to satisfy their needs and wants. This is influenced by various factors. The researcher has assessed the socioeconomic profile of the consumer and found out the factors influencing the consumer to purchase the selected FMCG products. Social media is a new platform for promoting the brand, Marketing is very important, and it is among the most successful tools and techniques in the field of every type of advertising. Social media is changing traditional marketing communication. Consumers are increasingly using social media to search for information and turning away from traditional media such as television, magazines, radio, and the Internet. The primary data required for the study was collected through a questionnaire, which was distributed to 100 samples chosen from Madurai District. The tools used for analysis are percentage analysis, weighted average ranking analysis, and chi-square. From this study, it was found that most consumers are influenced by brand and quality in their purchases of FMCG products. The study proposed increasing the quality of FMCG products through product development and external monitoring.
Keywords
FMCG PRODUCTS, SOCIAL MEDIA, BUYING DECISION, INFLUENCE, BUYING BEHAVIOUR.
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3. https://www.itcportal.com/brands-microsite/
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