E-knowledge of Indian Rural Consumers: A Field Survey Result Based on Durable Goods

Abstract

The advent of information technology and the consequent access to Internet has led to significant changes in marketing practice where e-marketing has been the natural outcome of these technological changes and marketing innovations. For modernization and digital formation in India, marketing perception has been changing continually (“All business growth can only happen if business learners faster than the rate at which its customer changes” – William Charnock and Jonny Langden). E-marketing is currently the better element of the marketing mix. It has substantial benefits to the customer, marketers, and in society. Conscious customers have been increasing their purchase through e-marketing as it has a lot of benefits. It has opened a huge business opportunity for marketers. E-marketing is now tapping new markets. This paper is aimed at investigating the changing consumer perception and environment of e-marketing in rural India for consumer durables based on a primary survey. The primary data are collected from 200 households selected randomly in Howrah and Hooghly districts of South Bengal. We have used the chi-square tests to study the role of several demographic factors on e-marketing behavior. We have observed that demographic factors such as gender, family income, and education have an impact on e-marketing. This study also identifies the problems faced by rural customers with reference to payment, goods checking, language, etc., and the problems faced by marketers. In conclusion, appropriate suggestions have been made in this regard.

Citation

Mukhopadhyay, D. and Mandal, A.K. (2021), "E-knowledge of Indian Rural Consumers: A Field Survey Result Based on Durable Goods", Bhattacharyya, R. (Ed.) Comparative Advantage in the Knowledge Economy, Emerald Publishing Limited, Leeds, pp. 85-96. https://doi.org/10.1108/978-1-80071-040-520210008