CONTEXTUAL MARKETING AND ITS IMPACT ON ONLINE CONSUMER BUYING BEHAVIOUR OF ORGANIC FOOD STAPLES IN BANGALORE CITY

Abstract

The advent of diverse technological innovations, such as personal digital assistants (PDAs) and interactive television, has provided a multitude of prospects for effectively engaging with customers in real-time within virtual environments. This offers a multitude of opportunities for businesses. Customers have the capability to establish a connection to the Internet and gain access to the World Wide Web through their wireless devices, irrespective of their geographical position or preferred duration of usage. Contextual marketing is a strategic methodology that entails the provision of personalized and pertinent information to customers precisely when they need it, taking into account their present circumstances. The primary objective of the present study is to investigate the impact of contextual marketing in terms of contextual accuracy and contextual intention on the online purchasing behavior of consumers residing in Bangalore city, with a specific emphasis on organic food staples. The study is addressed using a descriptive research design. The study employs a convenience sampling method to select a sample of 200 customers who purchase organic staples. To analyze the effect of contextual marketing on online customer purchasing behavior, the AMOS-SEM model is used in the study. The study's findings hold considerable importance for marketers of organic food staples in their efforts to effectively target and engage with broad demographic segments. The organic food market is experiencing significant growth, with increasing consumer interest in purchasing organic food staples. The contextual marketing industry has the potential to enhance this industry by effectively disseminating accurate information at the appropriate time and location.