Consumer Behavior Towards Third-Party Cookies Marketing Strategy in Chennai

Abstract
The advent of internet has revolutionized not only communication and information
technology but also trade and commerce. E-commerce and E-marketing is a most influential
trend in the present day. Collecting and storing of personal data has become of the primary
technique among the E-commerce traders to influence the purchase pattern of the consumers.
Third-party cookies are the easy way to store personal data of the consumers. The third-party
cookies help the traders to influence the purchase behavior by repeatedly showing the product
the consumer is intending to buy. This paper attempts to study the awareness in Chennai
region, about the influence of third-party cookies in marketing. Chennai city is chosen for this
study because it is a cosmopolitan city and has people from all financial, educational and
cultural classes and segments. By using a method of primary data collection through a
questionnaire this study will be carried out. Relevant and appropriate tools will be used to
analyze the primary data.

Key Words: Third-party cookies, consumer behavior, purchase pattern