Comparative Analysis of Traditional and Online Marketing: Consumer Perspectives in Mannargudi

Abstract :

This study presents a comparative analysis of traditional versus online marketing, focusing on consumer perceptions and preferences in Mannargudi, a semi-urban town in India. Using a descriptive research design, primary survey data were collected to evaluate how consumers view traditional marketing relative to online marketing. Key findings indicate that while digital channels offer advantages in information reach and convenience, a majority of consumers still favor traditional marketing due to higher trust, perceived safety, and product quality. The results highlight a nuanced marketing landscape where traditional and online methods each hold distinct strengths. The study underscores the importance of an integrated marketing strategy that leverages the broad reach of online media without compromising the credibility and personal touch of traditional approaches.