A STUDY ON IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR TOWARDS HIPCON VALVES PVT LTD. CHENNAI

Social media has rapidly evolved into a transformative force in everyday consumer life, reshaping communication, decision-making, and purchasing behaviour. This study investigates the impact of social media applications on consumer behaviour with specific reference to Chennai City. Using a descriptive research design and convenience sampling, primary data were collected from 185 respondents through a structured questionnaire. Statistical tools including percentage analysis, chi-square test, and weighted average rank method were applied. Key findings indicate that 81.6% of respondents possess social media accounts, with WhatsApp emerging as the most preferred platform. Significant associations were found between gender, area of residence, family income, and non-earning family members with the level of satisfaction and influence in social media usage. The study concludes that social media applications exert a substantial impact on consumer behaviour, and service providers must enhance security, personalisation, and educational outreach to optimise user satisfaction.