THE IMPACT OF PERSONALISED CONSUMER ACQUISITION STRATEGIES ON THE BUYING BEHAVIOUR OF CONSUMER PRODUCTS.

Abstract

The conventional approach to marketing emphasizes broad client demographics within specific geographic areas.  However, advancements in technology have facilitated a significant shift towards a more refined segmentation strategy, enabling marketing efforts to cater to the individual needs and preferences of each consumer.  Personalized marketing has transformed the manner in which companies interact with consumers by customizing messages and promotions to align with individual preferences and actions.  This research investigates the effects of personalized marketing on consumer purchasing behaviour, emphasizing the ways in which tailored strategies affect buying choices and overall satisfaction.  The objective of this paper is to explore the various ways in which different aspects of personalized marketing can impact consumer buying behaviour.  The research examines various personalization techniques, including targeted email initiatives, customized product recommendations and individualized advertisements. The findings reveal that personalized marketing enhances consumer buying and increases frequency of buying, as individuals are more likely to respond positively to content that is pertinent and specifically crafted for their preferences.  It was further found that higher percentages of the respondents were satisfied with their purchase decisions through personalized marketing.