IMPACT OF E-MARKETING ON CONSUMER BEHAVIOUR WITH RESPECT TO FMCG - A STUDY WITH REFERENCE TO CHENNAI CITY

The rapid advancement of digital technology has transformed the way businesses market their products to consumers. The rise of e-marketing in particular has had a significant impact on consumer purchasing behaviour, particularly with regard to Fast-Moving Consumer Goods (FMCG). The purpose of this paper is to investigate the impact of e-marketing on consumer purchasing behaviour in the FMCG industry. A survey of FMCG product consumers is conducted as part of the study's quantitative research approach. The survey includes questions that assess consumer attitudes towards e-marketing as well as their purchasing behaviour in relation to FMCG products. The collected data is then analysed statistically using methods such as regression analysis to determine the relationship between e-marketing and consumer purchasing behaviour. According to the study's findings, e-marketing has a significant impact on consumer purchasing behaviour in the FMCG industry. Consumers who are exposed to e-marketing are more likely to purchase FMCG products online, and they are more loyal to brands that employ effective e-marketing strategies. Furthermore, the study emphasises the significance of social media marketing in influencing consumer purchasing behaviour, as social media platforms are regarded as a powerful tool for brand awareness and customer engagement. Overall, the study concludes that e-marketing has become an essential component of the FMCG industry, transforming the way businesses market their products to consumers. E-marketing strategies have a significant impact on consumer behaviour, and companies that do not implement effective e-marketing strategies risk losing market share to competitors who do. As a result, companies in the FMCG industry must embrace e-marketing and capitalise on its potential to attract and retain customers.