Vol. 6, Issue 1, Part C (2024)

In the dynamic landscape of decorative paint market, the emergence of influencer marketing has reshaped brand preferences among preference within this competitive environment. Moreover, the study illuminates the nuanced interplay between influencers, brands, and consumers, shedding light on the evolving dynamics of marketing in the digital age. The findings contribute to a deeper understanding of consumer behavior in Madurai (MD) District's marketplace and offer strategic insights for brands aiming to navigate and thrive in this competitive landscape. By uncovering the underlying mechanisms driving brand preference, this research contributes to a deeper understanding of consumer behavior in MD District's marketplace. Target population of MD market. Convenience sampling was used and the sample size was 126 respondents. Primary data was collected using structured questionnaires. To characterize and summarize data, descriptive statistics were employed. We used the Statistical Package Social Sciences (SPSS) assisted for data analysis. Regression analysis is used to find out relationship between the overall willingness of retailers with Marketing mix factor Moreover, the insights gleaned from this study provide actionable strategies for brands seeking to navigate and excel in this competitive environment, thereby fostering sustainable growth and market success.