Vinod Shamrao Mahajan, Prof. Dr. Madhulika A. Sonawane
Abstract:
This research investigates the awareness and adoption of digital marketing practices among consumers and businesses in the rural Khandesh region of Maharashtra, India. The study aims to understand the influence of demographic, psychographic, and behavioral factors on digital marketing awareness and explore the perceived impact of these practices on both consumers and businesses. Data was collected from a sample of 500 respondents through a structured questionnaire. The findings reveal a significant skew towards younger respondents (20-40 years) and male participants. While a majority of respondents have a graduation degree and fall within the middle-income bracket (₹20,000-₹40,000), a considerable proportion are students. The study indicates a strong correlation between digital marketing awareness and factors such as age, education, internet usage, tech-savviness, social media engagement, online shopping behavior, search engine usage, and exposure to digital advertising. Respondents with higher levels of education, tech-savviness, and engagement with online platforms demonstrated greater awareness of digital marketing strategies. The research also highlights the perceived benefits of digital marketing for businesses, including increased reach, brand visibility, and cost-effectiveness. For consumers, digital marketing is seen as a source of information, convenience, and access to a wider range of products and services. The study concludes by offering recommendations for businesses to leverage digital marketing effectively in the rural Khandesh context and for policymakers to bridge the digital divide and promote digital literacy.
