A Study on Impact of Social Media on Consumer Behaviour with Reference to Feminine Hygiene Products in Bhopal Division

Abstract

Introduction: Feminine hygiene products are items designed to help women manage their menstrual cycle and maintain personal hygiene. These products are specifically created to provide comfort, absorbency, and protection during menstruation. Consumers have a wide range of options nowadays in the world of increased competition and technology, where many brands sell the same goods, and a lot of other factors affect their purchasing decisions. Social media has build-up the popularity because of its matchless features in the last few years it has brought in the methods of applying to marketing. newlineObjectives: This study aims to examine the effect of social media usage on consumer behaviour with reference to feminine hygiene products. This study access the awareness level of consumers of Bhopal division with respect to various feminine hygiene products also measures the changes that social media has brought to consumers in different stages of their buying decision making. The ultimate objective of the study is to measure the influence of social media as communication channel on consumer behaviour with reference to feminine hygiene products in Bhopal division (Bhopal, Rajgarh, Vidisha, Raisen and Sehore). newlineMethods: A structured questionnaire was designed and data was collected from 1512 female consumers of Bhopal division. To determine the sample size stratified sampling technique was adopted followed by purposive sampling technique. The analysis was done through percentage analysis, graphs, ANOVA analysis, correlation and regression analysis. newlineResults: The analysis represented the significant effect of social media usage on consumer behaviour as plt0.05 (p=.000) at 5 % level of significance. It was found that demographic characteristics (age, marital status, income level, educational qualification and occupation) have significant effect on consumer behaviour while purchasing feminine hygiene products. Social media as communication channel has significant influence on consumer behaviour with reference to feminine hygiene pr