Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON CUSTOMER PERCEPTION TOWARDS DIGITAL MARKETING IN MADURAI CITY

V.LATHARANI, DR.S.RAJAMANI

Abstract

Digital marketing has emerged as a transformative force in the business landscape, enabling companies to connect with consumers through online platforms such as search engines, social media, email and mobile apps. This study examines customer perceptions of digital marketing in Madurai city, focusing on their attitudes, preferences and challenges in adopting online shopping. The research aims to identify the factors that influence consumer behavior and evaluate the effectiveness of digital marketing strategies in meeting customer expectations. The findings highlight that younger, tech-savvy individuals are the primary users of digital marketing platforms, with affordability and convenience being the main drivers of online shopping. Products such as clothing and miscellaneous items are the most frequently purchased, reflecting a preference for practical and versatile options. However, concerns related to data security, trust in online transactions and the reliability of delivery services remain significant challenges. The study concludes that while digital marketing offers significant advantages in terms of accessibility and convenience, businesses must address these challenges to enhance customer satisfaction and loyalty. By improving user experience, ensuring data security and offering competitive pricing, companies can better meet the needs of their target audience. This research provides actionable insights for businesses and policymakers to optimize digital marketing strategies and foster sustainable growth in Madurai's evolving digital marketplace.

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