Abstract

The consumer behaviour of every person is different since it is based on the person's purchasing patterns and preferences. These are in turn driven by the psychological and social variables that influence the process of making a purchase decision. The level of acceptance people have for interactive forms of media, such as the World Wide Web, is expanding at a breakneck pace in today's culture. The vast majority of business companies have managed to stay current with technology development throughout the course of the last decade. The use of technology (in this case, a computer) to enhance the effectiveness of marketing activities is known as online shopping or marketing. The growth and huge increase in usage of the Internet, in addition to its deregulation from a research tool into a free network that anyone can access, all point to the fact that marketers are now passionate about using the Internet as a marketing tool. People are lured to social media sites and the advertising scenarios that are associated with them, which ultimately results in higher commerce for the companies that are involved. This study will shed light on the challenges that customers face when making clothes purchases in Chennai via social media marketing and it will do so by providing insight into those challenges.