A STUDY ON THE USE OF CONVERSATIONAL MARKETING FOR CONSUMER ELECTRONICS AND FASHION PRODUCTS IN CHENNAI CITY

Abstract

This study investigates how conversational marketing using tools such as chatbots, live chat, and messaging apps is employed by businesses in Chennai’s consumer electronics and fashion sectors and examines its effects on customer engagement and purchase behaviour. Specifically, it aims to (1) identify the most common conversational marketing tools in use, (2) assess consumer awareness and usage of these tools, and (3) evaluate their impact on satisfaction and buying decisions, with a comparison between electronics and fashion purchasers. Primary data were collected via a structured questionnaire from 240 consumers recruited through convenience sampling. Quantitative analysis reveals that chatbots and messaging apps are the predominant tools, with fashion consumers exhibiting higher levels of awareness and usage than electronics buyers. Overall, conversational marketing was found to enhance customer engagement, trust, and likelihood to purchase, particularly when interactions were prompt and personalized. However, limitations in chatbot functionality led to frustrations among some users, especially when handling complex queries. The study concludes that while conversational marketing is an effective strategy for both sectors, optimizing AI capabilities and tailoring interactions to industry-specific needs are crucial for maximizing its benefits.