A STUDY ON CUSTOMER ATTITUDES AND PURCHASE INTENTIONS TOWARD WHITE GOODS THROUGH SOCIAL MEDIA MARKETING

This study explores customer attitudes and purchase intentions toward white goods through social media marketing, focusing on how different consumer demographics engage with online platforms.The research employs a combination of primary and secondary data, collected through structured questionnaires from fiftythree respondents in Chennai, to understand the factors influencing white goods purchases.The findings reveal a significant association between age and the type of social media platform used for purchasing white goods, with younger consumers showing a preference for visually-driven platforms like Instagram and YouTube.Additionally, the study highlights that consumers perceive online prices to be lower than offline prices and often justify higher prices based on factors like brand value and product features.The results indicate that social media marketing plays a crucial role in shaping consumer behavior, and marketers should tailor their strategies to suit the specific preferences and needs of different age groups.This research provides valuable insights for companies looking to optimize their social media marketing efforts in the white goods sector.