Influences Of Digital Marketing On Consumer Perception Towards Buying Handloom Sarees.

Abstract

The study measure the influences created by digital marketing on consumer perception towards buying of Handloom Sarees. There are many distinct types of surveys and fact-finding enquiries that are included in empirical research. Research techniques of various types, including comparative and correlated approaches, are used in empirical research. Through the use of interview schedules, the primary data was gathered from customers who are involved in purchasing handloom sarees that are being marketed through digital mode. The constructs have been put through preliminary testing based on the information that was gathered from the customers.  The study has carried out the sample selection based on snowball sampling technique which helps to identify the consumers who are making digital modes to purchase handloom sarees. The sample size of the study was fixed to be 276 based on the pilot study results calculated using the mean and standard deviation of opinions given by consumers involved. The study has used path model for examining the impacts of diverse influences of digital marketing on consumer perception towards buying handloom sarees in the study area of Chennai. The consumers’ perception is highly influenced in the areas of User Friendly Purchasing Process, Higher Level of Consumer Recall for Handloom Sarees and Efficacy in Comparing Prices and Economical Prices which is evaluated from the opinions given by digital consumers.