Consumer Perception of Personalized Marketing and how it Affects the Consumer Purchase Decision-Making Process

Abstract

The traditional style of marketing focuses more on broad client categories in certain geographic regions. Technology advancements have led to a radical kind of segmentation in which marketing now targets each individual consumer according to their unique requirements and preferences. This has led to a discussion of whether personalized marketing is something that create privacy concerns or benefits in the eyes of the consumer. This paper explores the purpose of consumer perception of personalized marketing and how the perception affects the purchase decision-making process. Specifically, the study was aimed to determine the effect of personalized marketing on consumer buying behavior online. Personalized marketing is the only way for each campaign to achieve the majority of its objectives because it makes it easier for customers to browse the Internet, optimizes their experience, and gets them closer to the brand. The extent of artificial intelligence and automated processes employed in the marketing sector indicates well for the future of personalized marketing. The data has been collected through online questionnaire. Our findings show that the consumer perception of personalized marketing affect the consumer decision-making process in different ways. When consumers have a positive opinion of personalized marketing, they are more accessible to it, which has an additional effect on the various stages of the process.