A Study on Negative Marketing Strategies and Their Influence on Customer Buying Behaviour Reference to Tirupur

This study focuses on negative marketing strategies and their influence on customer buying behaviour. Negative marketing is a strategy where companies highlight the disadvantages of competing brands or create a negative impression to attract customer attention. In today’s competitive market, many companies use negative marketing in advertisements to influence customers and promote their products. The main objective of this study is to understand how negative marketing strategies affect the buying behaviour of customers. The study also examines the awareness level of customers about negative marketing and their opinion towards such strategies. Customer perception plays an important role in deciding whether negative marketing creates a positive or negative impact on the brand. For this research, primary data was collected through a questionnaire from respondents. The collected data was analysed using percentage analysis and rank analysis methods. The study helps to identify how customers react to negative advertisements and whether these strategies influence their purchase decisions. The findings show that negative marketing strategies can influence customers to some extent, but not all customers respond positively to such advertisements. Some customers feel that negative marketing reduces brand trust. Therefore, companies should use negative marketing carefully and maintain ethical marketing practices to build a positive relationship with customers.