A Study On Consumers Propensity for Digital Marketing Verses Traditional Marketing in The City of Amravati

Abstract

In an era characterized by rapid digital transformation, understanding consumer preferences regarding marketing channels is crucial for businesses to effectively allocate their marketing resources. Digital marketing is helping in a two-sided connection between consumers and companies. Due to advancements and improvement in technology consumers are aware of the products of the companies and companies can know about the behavioral information of the consumers. Traditional Marketing is the conventional mode and one of the oldest forms of marketing that has been used since the beginning of the marketing and advertisements. Traditional marketing is nothing new as it’s a form of marketing that we have been exposed to at one point or another. It is a conventional mode of marketing that helps to reach out to a semi-targeted audience with various offline advertising and promotional methods. The research employs quantitative surveys to gather comprehensive insights. The study focuses on Amravati's diverse consumer demographics and explores factors influencing their choices between digital and traditional marketing channels. Additionally, it examines consumer behaviour patterns, technological adoption rates, and cultural influences specific to the region. The findings of this study aim to provide valuable insights for businesses and marketers operating in Amravati, enabling them to tailor their marketing strategies to better resonate with local consumers' preferences and behaviours. This study investigates consumers' inclination towards digital marketing compared to traditional marketing in the city of Amravati.