IMPACT OF ONLINE MARKETING STRATEGIES ON CONSUMER BEHAVIOUR TOWARDS FMCG PRODUCTS OPPORTUNITIES AND CHALLENGES AMONG MILLENNIAL WOMEN IN CHENNAI CITY

The present study examined the impact of online marketing strategies on the buying behavior of millennial women towards FMCG products in Chennai City. Based on the responses collected from 120 respondents and the statistical analyses performed using t-test, multiple regression, ANOVA, and Pearson correlation, the study concludes that online marketing strategies play a significant role in influencing consumer buying behavior and brand preferences. The findings reveal that digital marketing tools such as social media marketing, online advertisements, influencer marketing, online customer reviews, promotional offers, and personalized marketing positively affect consumers' purchase decisions. Among these, social media marketing, online customer reviews, and promotional offers were found to have the greatest influence on the buying behavior of millennial women. These strategies help consumers access product information, compare alternatives, evaluate brands, and make informed purchasing decisions. The study also concludes that the opportunities offered by online marketing, including convenience, product variety, attractive discounts, and time-saving benefits, encourage consumers to purchase FMCG products online. However, challenges such as fake reviews, privacy concerns, lack of trust, and delivery-related issues continue to affect consumer confidence and purchasing behavior. Addressing these challenges is essential for enhancing customer satisfaction and strengthening long-term relationships. Furthermore, the results confirm a significant positive relationship between online marketing strategies and consumer preferences for FMCG brands. Consumers are more likely to prefer brands that maintain an active digital presence, provide authentic customer reviews, offer personalized promotions, and build trust through transparent communication. Overall, the study concludes that effective online marketing strategies have become a key determinant of consumer behavior in the FMCG sector. FMCG companies should continue to invest in innovative digital marketing initiatives, improve online customer engagement, ensure data privacy and security, and provide reliable online shopping experiences to remain competitive. The findings of this study offer valuable insights for marketers, business managers, and researchers in understanding the evolving digital purchasing behavior of millennial women and developing customer-centric marketing strategies in the digital era.

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