The Role of Social Media in Shaping Consumer Behaviour in Raipur City: Study on Information Access, Purchasing Habits and Brand Awareness

Kajal Tripathi and Smita Premanand

International Journal of Scientific Research in Science and Technology, 2026, vol. 13, issue 1, 460-468

Abstract: Social media has become an important source of information for consumers and it influences how people make purchasing decisions. In a growing city like Raipur, many consumers use platforms such as Facebook, Instagram and YouTube to search for product information, read reviews and learn about different brands. This study examines the impact of social media on consumer behavior in Raipur city, focusing on information access, purchasing habits and brand awareness. The study was conducted using a questionnaire survey with 200 respondents from different areas of Raipur. The collected data was analyzed using statistical methods and a classification model was applied to predict consumer purchasing behavior based on social media influence. The results indicate that social media significantly affects how consumers discover products and develop awareness about brands. The predictive model used in the study achieved an accuracy of about 86%, suggesting that social media related factors can reasonably predict buying behavior. The findings suggest that social media plays a significant role in influencing consumer decisions in Raipur city. Businesses and marketers can use these platforms more effectively to reach potential customers, build brand awareness and influence purchasing choices. However, the study also highlights that consumers still consider factors such as product quality and price along with social media influence while making final purchase decisions.

Keywords: Social Media; Consumer Behavior; Brand Awareness; Purchasing Habits; Information Access; Raipur City; Machine Learning (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:etm:ijsrst:v13:y2026:i1:id:1523

DOI: 10.32628/IJSRST2511149

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