A Study on Impact of Online Marketing on Retail Textile Shops A Study with Special Reference to Chennai City

Abstract

The online marketing is creating significant changes in the consumption pattern of the consumers towards any products that is marketed through that channel. The impact created by the online marketing is felt by the reduction of market share of the retail outlets in the country. The online marketing has enriched itself with various evolving tools and its creating significant competition for the traditional channel of marketing. The study focused to assess the areas of various factors that are influencing the consumers to buy textile products through online marketing and websites, impacts created by these online marketing websites on the retail textile shops in the study area, various problems that are faced by the retailers in facing the competition from the online marketing and identify the various hardships are faced by the textile retailers in the digital era of marketing. The research methodology offers the scientific step by step approach through which the research difficulties of the study are addressed. The research study is based on the observations and views of the merchants towards the internet marketing businesses. The study seeks to assess the goals based on the main observation from the replies which helps to adapt for empirical research. The empirical research design is utilized when selecting for making the conclusions derived based on the observations. The observational component of the research entirely comprises of the thoughts from the retail shops regarding the internet marketing of textile items. The data is gathered for the first time and type of the data belongs to primary data. These study design will assist to analyze the many components that are contributing to the effects based on the exploratory analysis. The research was carried out based on the sample size of 320 retail textile shops and based on that to have geographical representation of Chennai district the sample was distributed among the balanced distribution of textile shops based on number of taluks from each revenue division o