CONSUMERBEHAVIOURTOWARDTRADITIONALMARKETING

Abstract

With an emphasis on understanding consumer
preferences, motivations, and decision-making
patterns, this study examines consumer buying
behaviour
toward
traditional
marketing
practices. Despite the rapid growth of digital
channels, many consumers continue to rely on
traditional methods such as print media,
television, radio, and in-store promotions when
making purchase decisions. The research
explores how factors like demographics,
cultural influences, and perceived trust affect
attitudes toward these conventional marketing
approaches. Data were collected from 200
respondents in Coimbatore, Tamil Nadu, and
analysed using t-test, Chi-square, ANOVA, and
simple percentage techniques to evaluate how
age, income, education, and lifestyle shape
consumer
responses
marketing efforts.