[28] A STUDY OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOR IN RURAL AREAS OF AYODHYA DISTRICT

How to Cite the Article: Nimish Mishra (2025). A study of Digital Marketing on Consumer Buying Behavior in Rural Areas of Ayodhya District. International Journal of Multidisciplinary Research & Reviews. 4(1). 262-270. https://doi.org/10.56815/ijmrr.v4i1.2025.262-270

Abstract

The shift to digital innovations has reshaped the market environment by enabling businesses to engage with consumers by differentonline channels. The fast adoption of smartphones, low-cost internet services, and cashless payment methods has increasedthepresence of digital marketing beyond urban centers into rural communities in India. Such changeshave affected how rural consumers search for information and have helped them compare products, find alternatives, and make purchase decisions. This study analyses the role of electronic marketing in the purchase behavior of consumers in rural areas of Ayodhya District. It mainly investigates how online platforms such as social networking sites, e-commerce websites, digital advertisements, mobile applications, and online marketing campaigns influence consumers' awareness, attitudes, and purchase intentions.The research further explores the key determinants that influence the adoption of digital marketing among rural consumers, such as availability of the internet, trust in online purchasing, advertising incentives, product availability, and digital awareness. The Primary data were gathered from 100 respondents were living in selected rural areas of Ayodhya District by using a structured questionnaire. In the analysis part, Frequency Distribution, Percentage, and Cumulative Percentage have been used.The results showthat internet-based marketing has become an increasingly important source of product-related knowledge for rural consumers and positively influences their purchasing decisions.