Assessing Rural Women Consumers Satisfaction And Challenges In Digital Marketing; A Study Of Kanniyakumari District, Tamilnadu

Abstract

One persistent trend in today's marketing is digital shopping. Things are hastily moving forward towards digitalization. Digital shopping is becoming increasingly common in rural communities, but at the same time, many challenges arise for rural residents. These challenges include privacy concerns, technology glitches, lack of personalized assistance, lacks of quality assurance, low digital literacy, missing of products, huge shipping charges, long process and poor network connection. These factors add to the complicated web of problems facing consumers in the digital age. This study focuses on revealing the factors that impede consumers from moving forward in terms of digital advancement. The study investigates the specific issues faced by rural consumers in digital shopping and extensively examines consumer satisfaction with preferences for digital marketing. This study employs Garrett's ranking tools to examine the challenges faced by rural consumers and KMO factor analysis to analyze consumer satisfaction. The study revealed that a lack of quality assurance is the most challenging problem identified by the respondents. With 475 sample respondents, the study was carried out in the Kanniyakumari district, Tamilnadu.