A STUDY ON IMPACT OF BRANDING ON CONSUMER E-BUYING BEHAVIOUR IN TAMIL NADU

Abstract: Electronic marketing and the Internet's fast growth are changing consumer behaviour and modern society. This study examines the impact of e-advertising on customer shopping behaviour in, Tamilnadu. The manner in which, where, and when buyers shop online, as well as their preferences, choices, and lifestyles, are all influenced by electronic advertising. Online shopping has become ingrained in people's ways of life. It is not clear why buyers only purchase a small quantity of goods. It is necessary to take into consideration the effect that online advertising has on online shopping behavior. Studies conducted in the modern era have endeavoured to gain an understanding of attitudes regarding e-advertising, the impact of demographic factors, and the factors that influence the shopping behaviour of customers. This research paper investigates how the effect of branding has on the purchasing behaviour of consumers. During our research, we came to the conclusion that branding plays an important part in the learning and attitude formation that occurs during the activities associated with consumer purchasing behavior. This, in turn, leads to the maximum number of sales and satisfies the wants and needs of consumers. In the study, brand equity, brand awareness, brand loyalty, and brand image are discussed, in addition to the factors that influence the purchasing decisions of consumers. An online survey was used so that we could get a better understanding of both the concept and the various consumer behaviors