CONSUMER PERCEPTION AND MEDIA INFLUENCE: AN EXPLORATION OF TRUST, ENGAGEMENT, AND CHANGING PREFERENCES

Abstract [English]

This study explores consumers' attitudes toward media focusing on media consumption patterns and preferences. The research examines the relationship between consumer attitudes and media using a mixed-method approach. Secondary data from scholarly sources formed the conceptual framework, while the main data was collected from 500 respondents in Dehradun and Rishikesh through a stratified convenient sampling method. Quantitative analysis was conducted using IBM SPSS 20.0, employing statistical tools such as Factor Analysis, and Descriptive Statistics. The findings reveal that most respondents view advertisements as valuable sources of product information and decision-making tools. The study concludes that media significantly shapes consumer behaviour, particularly through advertisements, and the importance of understanding media habits and attitudes. The results show significant insights for developing transparent and impactful media strategies.