Impact of social media on consumer decisiveness in the food and grocery sector

Title

Impact of social media on consumer decisiveness in the food and grocery sector

Creator

Karthikeyan D.; Manoharan R.B.; Karthikeyan P.; Pradeep S.

Description

Consumers are currently inclined to acknowledge online information but purchase food and grocery products offline. Also, the buyer's decision is coherent with the factors like income, age, social media influences, cost of products, etc. The chapter studies the Influence of Social Media on Consumer Decision-making in the food and Grocery Sector. As per the findings, the effectiveness of marketing tools and techniques has a homogeneous effect on all GenX, GenY, GenZ. Contrary to expectation, Gen X was most influenced by offers. Social media equally influenced all generations to make purchases, irrespective of their incomes. Post Covid there is a shift in consumption habits disregarding generations and income brackets of all the participants. 2023 by IGI Global. All rights reserved.

Source

Influences of Social Media on Consumer Decision-Making Processes in the Food and Grocery Industry, pp. 24-55.

Date

2023-01-01

Publisher

IGI Global

Coverage

Karthikeyan D., CHRIST University (Deemed), India; Manoharan R.B., Annamalai University, India; Karthikeyan P., Meritto, India; Pradeep S., Freshworks, India

Rights

Restricted Access

Relation

ISBN: 978-166848869-0; 166848868X; 978-166848868-3

Format

Online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/978-1-6684-8868-3.ch002

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