The role of marketing in shaping price sensitivity among college students in Tirupur city, a key textile and industrial hub in TamilNadu. With increasing exposure to digital marketing, e-commerce, and peer influence, youth consumers are highly aware of price variations and responsive to pricing strategies. The research analyzes students' price sensitivity, awareness of pricing tactics, and attitudes towards premium vs. low-cost brands. Findings aim to guide marketers in crafting effective pricing strategies and contribute to consumer education and policy framing for responsible marketing practices.This marketing strategies influence price sensitivity among college students in Tirupur, a growing industrial and educational center. Focusing on youth consumer behavior, the study investigates the impact of digital marketing, social media, and peer influence on students' price awareness and purchasing decisions.
K.Priyadharshini et al. (Sun,) studied this question.