Page 41 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

introduction of new communication channels to customers. Customers now have the ability to obtain
information at any time and from any location thanks to digital marketing. The main benefit here is that

customers may depend on the experiences of other customers rather than just the information provided by the
business when making judgments about what to buy. The two main benefits of social media marketing are cost

reduction and increased reach. Generally speaking, social media platforms are less expensive than traditional

marketing channels like in-person sales or sales through intermediaries or distributors. Furthermore, social
media marketing enables businesses to connect with clients that may otherwise be inaccessible because of

conventional distribution's temporal and spatial constraints.

Review of Literature

There are many distinct types of social media, including microblogs, professional networking sites, social

networking sites, and virtual and content communities. Social networking sites are used by businesses, clients,
and professionals to exchange knowledge, ideas, and experiences. Utilizing social media has several

advantages, including helping businesses create goods via teamwork (Mangold & Faulds, 2009), establish a
positive brand reputation (Ngai et al., 2015), and provide both chances and problems (Del Giudice et al., 2013;

Cooper, 2012). Marketers are making companies more accessible to their target audience on a regular basis.
The increasing significance of customers' developing role as co-producers of value (Prahalad and Ramaswamy,

2004). According to Khan and Mahapatra (2009), technology is necessary to improve the standard of services

that business units provide. Reinartz and Kumar's (2003) research indicates that a company's mailing efforts
are positively correlated with its long-term profitability.

Objectives of study

1) To identify the many elements of internet marketing

2) To examine how conventional and digital marketing vary from one another

3) To determine the relationship between respondents' income level and the things they bought online.
Hypothesis of study

H0: There is no correlation between the sort of goods purchased through digital media and income level.

H1: The sort of goods purchased through digital media is related to income level.

Research Methodology

Both primary and secondary data were employed in this investigation. Using a standardized questionnaire,
100 respondents from the Kolhapur district's rural and urban areas provided primary data. Random selection

was used to choose the responders. The association between income level and the products that clients prefer