An Empirical Study on Digital Readiness and Online Visibility Challenges of Micro Businesses in Maharashtra

Abstract

Purpose:
This research aims to benchmark the digital marketing readiness of micro-enterprises in Maharashtra and the problems that these firms grapple to gain online visibility. India and the digital push Micro enterprises are frequently excluded from the digital economy, which is attributed to structural, technological, and knowledge-related factors. The study responds to a call for research that focuses on the status of readiness of small businesses in using digital marketing tools, and on the barriers that hinder small business visibility in the online marketplace.

Study design/methodology/approach:
Applying an empirical, mixed methods approach, the research undertook a survey of 150 micro businesses in five sample districts: Mumbai Suburban, Pune, Nashik, Nagpur and Solapur using a structured questionnaire and in-depth (semi-structured) interview. Descriptive statistics and thematic analysis were used to evaluate digital marketing infrastructure, platform utilized, awareness, and barriers.

Findings:
The findings show that only 38% of micro businesses engage with digital marketing tools, and knowledge of the importance of key visibility tools such as Google Business Profile is limited (24%), with just 10% actively managing their listings. Key barriers include low levels of digital marketing literacy (42%); a lack of trust in online platforms receiving money (33%); perceptions of the internet being too expensive (27%); and infrastructural deficiencies such as inadequate internet service in rural areas (29 %). It was interesting to observe companies founded by younger entrepreneurs or people who had previously attended digital marketing training showed higher levels of readiness and adoption.

Originality/value:
This paper provides a first-hand empirical evidence and fresh insights into the readiness of digital marketing of micro enterpriser, which is an unedited idiom and a vital area on Indian Economic terrain. It is through pinpointing these enablers and barriers that this paper contributes to targeted interventions by policy-makers, digital providers and support agencies seeking to increase the online competitiveness and visibility of micro businesses. The findings provide robust evidence for future research and policy oriented towards digital inclusion and sustainable development.