Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON CONSUMER BUYING BEHAVIOUR OF MAMAEARTH BABY CARE PRODUCTS IN MADURAI CITY

M.JOTHIPRIYA, S.KARTHIGAI SELVI, MS.U.BHARATHI

Abstract

This study aims to examine the consumer buying behaviour regarding Mamaearth baby care products in Madurai city, focusing on the factors influencing purchase decision and the role of various external and internal influences. Mamaearth, a prominent brand in the Indian market for its natural, chemical-free, and eco-friendly products, has witnessed growing popularity in urban regions, including Madurai, a city with an evolving consumer market. The research investigates key determinants such as product attributes, brand perception, price sensitivity, marketing strategies, and the influence of social media and word-of-mouth on purchasing decisions.

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References

1. https://www.vhnsnc.edu.in/img/Invitation/20202021 /bba/Ph.D_Viva_Voce_BBA_250920.pdf

2. https://deshicompanies.com/company-profile/mamae arth-wiki-products-founder-net-worth/

3. https://www.scribd.com/presentation/673057003/Ma ma-Earth-1