The Role of Personalized Marketing in Shaping Buyer Decision-Making

  • Authors

    • Dr. Oliver Bennett Professor, University of Edinburgh, UK. Author

    DOI:

    https://doi.org/10.67228/3071642X/IJCFDE-2020PI1A7T

    Published 06-02-2020

  • Personalized Marketing, Consumer Behavior, Buyer Decision-Making, Customer Engagement, Targeted Advertising, Digital Marketing, Customer Relationship Management

    Issue

    Vol. 3 No. 1 (2020)

    Section

    Articles

    How to Cite

    Bennett, O. (2020). The Role of Personalized Marketing in Shaping Buyer Decision-Making. International Journal of Commerce, Finance and Digital Economy, 3(1), 01-15. https://doi.org/10.67228/3071642X/IJCFDE-2020PI1A7T

  • Abstract

    Personalized marketing is a powerful strategy that customizes products, services, promotions, and communication based on individual customer preferences and behavior. Advances in information technology, customer relationship management, big data analytics, and digital platforms have enabled businesses to deliver more relevant and targeted customer experiences. By providing the right information to the right customer at the right time, personalized marketing helps attract, engage, and retain customers while improving satisfaction and loyalty. This study examines the impact of personalized marketing on the buyer decision-making process, focusing on personalized content, product recommendations, customer segmentation, and digital interactions. Using a quantitative research approach and structured questionnaires, the findings reveal that personalized marketing positively influences customer engagement, purchase intention, satisfaction, and loyalty. Consumers perceive personalized communications as more relevant and trustworthy than generic messages, which simplifies decision-making and enhances product selection. However, concerns regarding data privacy and information security remain significant challenges. Overall, the study concludes that effective personalization strategies provide businesses with a competitive advantage and strengthen customer relationships and marketing performance.

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