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Assessing the effectiveness of social marketing strategies in regulating exploitative buying behaviour in bangalore's urban sector

A. Suriya Kumari ,
A. Suriya Kumari

Research Scholar, Periyar University, Salem, Tamil Nadu

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S. Mani ,
S. Mani

Assistant Professor of Commerce, SRM Institute of Science and Technology, Ramapuram Campus, Chennai - 600089

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A. Arumugam ,
A. Arumugam

Principal, Jairam Arts and Science College, Salem, Tamil Nadu

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In the urban landscape of Bangalore, the rapid proliferation of consumerism has led to a complex web of buying behaviors, often driven by exploitative marketing tactics. This study aims to evaluate the effectiveness of social marketing strategies in mitigating such exploitation and fostering more responsible consumer behavior. The research employs a mixed-methods approach, combining quantitative analysis of consumer trends with qualitative insights from marketing experts and urban consumers. Through surveys and interviews conducted across diverse demographic segments in Bangalore, the study seeks to uncover the prevalent patterns of exploitative buying behavior and the underlying factors influencing consumer decisions. Central to the investigation are the social marketing strategies implemented by various stakeholders, including governmental bodies, non-profit organizations, and corporate entities. These strategies encompass a range of interventions, such as public awareness campaigns, regulatory measures, and corporate social responsibility initiatives. The study evaluates the impact of these strategies on consumer attitudes, awareness levels, and actual purchasing behavior. Findings indicate a widespread prevalence of exploitative buying behavior among Bangalore's urban populace, fueled by factors such as peer pressure, advertising influence, and lack of information regarding ethical consumption choices. However, the research also highlights the positive influence of social marketing initiatives in curbing such tendencies. Notably, campaigns emphasizing ethical consumption, sustainable practices, and community welfare have shown promise in reshaping consumer attitudes and preferences. Furthermore, regulatory measures aimed at restricting deceptive advertising and promoting transparency in business practices have contributed to fostering a more ethical marketplace. Overall, this study underscores the critical role of social marketing in regulating exploitative buying behavior in Bangalore's urban sector. By leveraging insights from this research, policymakers, businesses, and civil society organizations can devise more targeted and impactful strategies to promote responsible consumerism and create a more equitable and sustainable marketplace.

How to Cite

Suriya Kumari A, Mani S, Arumugam A. Assessing the effectiveness of social marketing strategies in regulating exploitative buying behaviour in bangalore’s urban sector. Salud, Ciencia y Tecnología - Serie de Conferencias [Internet]. 2024 Jun. 13 [cited 2024 Jul. 19];3:910. Available from:

The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.

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