A LITERATURE REVIEW ON CONSUMER BEHAVIOUR AND INNOVATIVE MARKETING

The study was conducted to examine the available systematic literature on creative marketing and how it affects customer behaviour. This study gives insight on marketing innovation trends, customer preferences, and consumer behaviour. Highly acclaimed peer-reviewed published works were examined to gen up requisite research work details. A comprehensive technique for searching the Google Scholar database was used, and journals spanning 1960 to 2022 were chosen. Initially, papers on innovation, marketing, and consumer behaviour published in top marketing journals were accessed. Top-ranking, peer-reviewed publications from the ABDC Journal were used for the study (A and A* for the literature review and A, A*, B, and C categories from ABDC only for the rest of the study).