An Empirical Study on the Consumers Perception towards Digital Marketing with special reference to Kolkata

Abstract

The world of marketing is vibrant and dynamic; strategies, technological advances, and trends are always evolving. For this reason, it's imperative that your company keeps abreast of any new developments within the sector. Keeping an eye on marketing statistics is a fantastic method to stay up to date on the latest market trends. In comparison to old ways, digital marketing is more adaptable and yields positive outcomes more quickly due to its many advancements and improvements in approaches. Digital product marketing is less expensive than product marketing through a physical store. With the help of online marketing, it is possible to tailor proposals to specific customers by creating a profile of their preferences and past purchases. Organisations all over the world are using a variety of digital marketing and communications technologies in the current digital age to improve their digital visibility and successfully connect with their target customer. Every sector uses digital marketing to quickly and effectively connect with their target audiences. With all of its benefits and drawbacks, digital marketing has a bright future for the long-term viability of the good or service in the growing technology market. The present study focuses on which of the demographic factors has a significant impact on the consumer's perception towards digital payment. Primary data of 200 respondents were collected among people from Kolkata using convenience sampling technique through a self-administered quantitative questionnaire. The acquired data is examined using the SPSS version 26.0 and techniques using One-Way ANOVA test. The results showed a significant impact of age, occupation, monthly income, marital status and family type on perception of consumers towards the digital marketing.