Consumer data analytics has become a potent instrument in shaping personalization strategies within the food marketing sector. This study investigates the impact of data-driven personalization on consumer engagement, satisfaction, and loyalty whilst addressing associated challenges and ethical concerns. With the growth of digital platforms and analytics driven by artificial intelligence, marketers are using data to develop personalized marketing campaigns. A survey of 108 respondents evaluated their awareness, experiences, and perceptions of personalized food marketing. Findings indicate that younger consumers (18-25 years) demonstrate the highest engagement with personalized marketing, and targeted digital advertisements are the most frequently experienced form. Over 60% of respondents reported an increased likelihood of purchasing after receiving personalized recommendations; however, concerns regarding excessive marketing and data privacy persist. Statistical analysis confirmed a strong correlation between personalization strategies and consumer engagement. The study emphasizes the necessity for brands to enhance data transparency, refine targeting accuracy, and guarantee adherence to privacy laws to establish long-term consumer trust whilst optimizing marketing effectiveness.
Download
Download XML