Digital Marketing Role on Promotion of Towards Handloom Sarees in Chennai City

Abstract

The study measures the promotional role played by digital marketing in enhancing the product reach of Handloom Sarees. Also, it evaluates the challenges faced by consumers of handloom sarees in adopting digital marketing. The study decided to conduct the research using the field survey approach, and the study was developed as an empirical analysis. At first, the research determined how competitiveness is measured by assigning a weighted score to each promotional role and challenges faced based on digital marketing. A self-designed research instrument was developed for each construct, including digital marketing, promotional function, and obstacles. The use of judgment random sampling resulted in the acquisition of 310 interview schedules, with just 12 being refused on the grounds that the questionnaires presented were inadequate. This has given a final sample size of 298 consumers involved in the digital purchasing of sarees in the study area of Chennai. The study used the statistical tools of ANOVA and factor analysis to bring out relevant results based on the objectives of finding the promotional role of digital marketing and the challenges faced by consumers in adopting the purchase of sarees using digital mode. The study revealed that customer perception towards digital marketing of handloom sarees buying is significantly influenced by several factors: promotional role, risk perception, user experience, and informational features.
Keywords: Handloom Sarees, Consumer Perception, Digital Marketing, Challenges and Promotional Role