THE INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOUR AND PURCHASING DECISIONS WITH REFERENCE TO TATA MOTORS

The purchasing habits of the final buyer are known as consumer buying behaviour. There are a lot of factors that influence the buyer's decision-making process, shopping habits, purchasing behaviour, the brands he supports, and the stores he frequents. Each and every one of these things contributes to a purchase decision. Lifestyle, social class, club affiliation, personal family, demeanour, psychological characteristics, etc. all have a role in guiding an individual or consumer. He also takes cues from his social and socioeconomic milieu and current cultural trends. Discovering and comprehending the elements that impact consumers allows brands to enhance their strategy, advertising message (Unique Value Proposition), and marketing campaigns to be more environmentally conscious and in line with the needs and approaches of their target audience. This, in turn, helps the brand better meet its clients' needs and boost sales.