GEN ‘Y’ customer’s perception towards Search Engine Marketing in Chennai city

Abstract

The research problem in this study is to analyze the search engine marketing strategies and its impact on CRM among Gen ‘Y’ customersin Chennai city. Methodology of study comprises of sampling, data collection and dataanalysis.The total sample size of the study is 572.The researcher conducted an online survey since online buyers were selected as target respondents through a non-probabilistic sampling method. The primary and secondary data used for the present study.The data collected for the study were analyzed by using SPSS version 21 software. The data were analyzed through Confirmatory factor analysis, Structural equation modeling, t test, ANOVA, Correlation and Regression.