top of page

A Study On Customer Perception Towards Online Marketing With Special Reference To Chennai


G.P. Kanmani. B.Com. LL.B. (Hons), Saveetha School of Law, SIMATS University, Chennai


ABSTRACT


Online marketing is the process through which consumers directly purchase goods or services from a seller in real time, without intermediaries, over the internet. Initially, online shopping faced skepticism, as consumers were concerned about payment security, fraud, and product reliability of products. Mobile shopping and omnichannel experiences have further shifted perceptions towards a seamless, integrated digital digital experience. The aim of this study is to identify the major problems customers face during online shopping. The objective is to examine these issues and explore the effective domains of online marketing, To examine the effective domain of online marketing and to identify the level of agreeability towards categories of branded products among the monthly income of the responded. The methodology of this research is empirical, based on firsthand information. Convenience sampling, a non-probability sampling technique, was used with a sample size of 200. The findings suggest that gender influences purchasing decisions, with men favouring electronics and women gravitating toward clothing and jewellery, though evolving preferences may be shifting these trends. In conclusion, understanding gender influences and embracing emerging technologies can help businesses refine their online marketing strategies, improve customer perceptions, and adapt to changing market trends. Therefore, the paper suggests that to enhance customer perception of online marketing, businesses should prioritise transparency, personalization, social proof, excellent customer service, and consistent messaging across all channels. The future scope of the study lies in exploring the impact of emerging technologies, such as AI and AR, on online marketing strategies and customer perceptions.


Keywords: Transparency, Personalization, trust, social proof, customer service.



Comentarios


Indian Journal of Law and Legal Research

Abbreviation: IJLLR

ISSN: 2582-8878

Website: www.ijllr.com

Accessibility: Open Access

License: Creative Commons 4.0

Submit Manuscript: Click here

Open Access Logo

Licensing:

​All research articles published in The Indian Journal of Law and Legal Research are fully open access. i.e. immediately freely available to read, download and share. Articles are published under the terms of a Creative Commons license which permits use, distribution and reproduction in any medium, provided the original work is properly cited.

Disclaimer:

The opinions expressed in this publication are those of the authors. They do not purport to reflect the opinions or views of the IJLLR or its members. The designations employed in this publication and the presentation of material therein do not imply the expression of any opinion whatsoever on the part of the IJLLR.

bottom of page