A Study on Consumer Perception and Concern to...

A Study on Consumer Perception and Concern towards Personalized Marketing

Author Name : K. Priyanka, N. Deepa

ABSTRACT Personalized marketing has transformed the way businesses engage with consumers by delivering tailored advertisements, recommendations, and offers based on individual preferences and behaviour. This study aims to analyses consumer attitudes and perceptions toward personalized marketing, focusing on its impact on trust, purchase decisions, and social media influence while also addressing key data privacy concerns.Through surveys and data analysis, the research explores how consumers perceive personalized marketing—whether they view it as a helpful tool for convenience and engagement or as an intrusive practice that raises privacy concerns. The study also evaluates the impact of personalized marketing on consumer trust, highlighting the factors that enhance or diminish confidence in brands that use targeted strategies. Furthermore, it examines how personalized marketing influences purchase decisions by analysing consumer responses to customized promotions and recommendations.The findings suggest that while personalized marketing enhances engagement and conversion rates, businesses must prioritize transparency, ethical data handling, and consumer control over their information to maintain trust. This study provides valuable insights for marketers, helping them balance personalization with privacy to create more effective and consumer-friendly marketing strategies.