A STUDY ON DIGITAL MARKETING AND ITS IMPACT ON RURAL CONSUMER BEHAVIOUR

Abstract

Digital marketing has transformed business-consumer interactions, effectively bridging geographical and socio-economic divides. Rural markets, historically neglected by traditional marketing, are increasingly shaped by digital platforms, including smartphones, social media, and e-commerce channels, which are altering consumer behavior. This study examines the influence of digital marketing on the consumer behavior of rural populations, focusing on awareness levels, adoption patterns, purchase decisions, and associated challenges. The findings indicate that rural consumers are increasingly informed and aspirational; however, substantial barriers persist, including low digital literacy, distrust in online payments, and infrastructural limitations. The study follows a descriptive research design. A total of 160 respondents participated in the survey. All were permanent residents of rural areas in Thiruvallur District. The study utilized a convenience sampling method, selecting respondents based on their accessibility and willingness to participate. Questionnaire is the study instrument. Descriptive statistics and multiple regression analysis are the statistical tools used. Chronbach’s alpha value of 0.846 suggested a good reliability of 84.6% of the study. SPSS v25.is used to analyze the data.  Results confirmed that all the five digital marketing factors are significant predictors of Rural Consumer Behaviour. The findings indicate that enhancing website quality, sustaining active social media engagement, and ensuring credible online advertising and influencer partnerships are essential strategies for brands aiming at rural markets.