A Study on Impact of Media on Consumer Behaviour in Dindigul

Today's media world is moving towards extraordinary change. The express growth of the ICT like Entertainment Media, Advertising Media, Internet Media, Social Media and Mobile Media provides the variety of options to the sellers and consumers. But it does not exist even a few decades ago. The traditional media of communication like newspapers, magazines, notice and even television usage among the younger consumers is getting reduced. The people are being more reliant on the modern or digital media. Because of the change in taste and preference of the consumers, the sellers have been forced to renovate their media approaches and reassess the process by the consumers to make decisions and the marketers in order to make media as more effective communication they turned their media of communication into new digital age*. Even that, the marketers should be very careful on not to over react in their implementation of these new ways of media while removing the traditional options. The marketer should select the newer media options when the use of older media is moving on the decline, is not irrelevant and clears that the value that cannot gained. In this paper we have examined the impact of media on consumer behaviour i.e. consumer decision process, buying behaviour and how it is changing in the minds of consumers. The impact and influence of media on consumer behaviour is philosophical. Huge amount of rupees spent in advertising each year to bear out the impact of media on consumer behaviour and buying preferences. The capability of the media is to shape consumer tastes, trends and preferences through media such as films, television shows, radio messages and music. Trendy media such as Online sites (Internet sites) move faster the consumer receptivity to the goods, products and services through comments made on websites and blogs.