Impact of media marketing on consumers inclination toward purchase decision of classified apparels in Nagpur city: An empirical study

Abstract

The current research project focuses on how the media marketing strategies can influence the consumer purchasing behaviour of the classified apparel within Nagpur city. As the digital platforms continue to be penetrated, media marketing has become an essential factor in consumer choice-making. The research design adopted in the research is descriptive and analytical research design using primary data where 200 respondents were interviewed with the help of a structured questionnaire. These results indicate that social media, and especially Instagram and Facebook, are having a tremendous and powerful impact on perceptions, preferences, and buying intentions of the consumers. Discounts, advertisements, influencer marketing, and electronic word-of-mouth were identified to contribute significantly to influencing the buying behaviour. The Chi-square test of inferential analysis the relationship between media exposure and consumer buying behaviour (CBB) proves to be statistically significant. The article indicates that the more the media is involved, the greater the level of purchase influence, particularly among the young consumers. The study has useful implications to the marketer in developing effective media strategies and to engage customers better in the apparel world.