Exploring The Dynamics of Personalized Marketing: Consumer Perception and Behavioral Impact

Exploring The Dynamics of Personalized Marketing: Consumer Perception and Behavioral Impact

Author 1:  Dr.S.Vaidheeswaran, Professor, Department of Management Studies, Manakula Vinayagar Institute of Technology, Puducherry, India. vaidheeswaranmba@mvit.edu.in

Author 2:  S.Vasanthan, Assistant Professor, Department of Management Studies, Manakula Vinayagar Institute of Technology, Puducherry, India. vasanthanmba@mvit.edu.in

ABSTRACT

In the current economy, businesses are continuously exploring innovative methods to engage and influence their target audiences, with personalized marketing emerging as a key strategy. This study explores the effectiveness of personalized marketing channels and advertisements on purchase decisions and shopping experiences, investigate factors influencing consumer preferences, and evaluate the impact of personalized advertising on purchase frequency.Utilizing a comprehensive research methodology, including a survey of 108 respondents, the findings reveal that social media, mobile apps, and online shopping websites significantly influence consumer purchases compared to email marketing. Data privacy, security, and brand trustworthiness are identified as the most influential factors on consumer preferences. However, personalized advertising does not significantly affect purchase frequency. Valuable suggestions like enhance data privacy and security measures, optimize relevance & recommendations, explore alternative marketing strategies and focusing on consumer preference influential factors have been put forth in order to improve the effectiveness of personalized marketing.

Keywords:

Consumer Perception, Consumer Preference, Personalized Advertising, Personalized Marketing, Purchase Decisions, Purchase Frequency, Shopping Experiences