AWARENESS AND USAGE OF DIGITAL TOOLS IN RURAL MARKETS- THEMATIC SECONDARY DATA–BASED STUDY WITH SPECIAL REFERENCE TO COIMBATORE REGION

Abstract

Digital transformation has significantly influenced market structures across India, including rural areas. This study examines the awareness and usage of digital tools in rural markets, with particular reference to the Coimbatore region of Tamil Nadu, using a thematic analysis based on secondary data. Data were sourced from academic journals, government reports, industry surveys, and policy documents. The study employs thematic analysis, content analysis, frequency-weighted scoring, and descriptive tools to derive indicator values. Findings reveal high awareness of basic digital tools, moderate usage levels, and persistent challenges related to infrastructure, digital literacy, and trust. The study contributes by synthesizing secondary evidence into measurable indicators and provides insights for policymakers and marketers aiming to strengthen rural digital inclusion.