Navigating The Digital Marketing On Urban Women: A Study In Hyderabad Metropolitan City

Abstract

Digital marketing means the use of digital channels, platforms, and technologies to improveservices and to the consumers. It’s differed from traditional marketing, which depends on print media, televisionand radio but digital marketing leverages the internet, mobile devices, social media, search engines, emailand other digital tools to reach as well as engage audiences in a high measurable and interactive manner. The present research employs a quantitative approach, utilizing a structured survey of 235urban women across Hyderabad metropolitan city of Telangana state with thedependent variables Frequency of Online Shopping (F.O.O.S.) with rarely, once in a week, 2 to 3 times in a week, 4 to 5 times in a weekand regularly and another one is Preferred Social Media Platform (P.S.M.P.) withInstagram, Facebook, You Tube, WhatsApp (Business) and other. Moreover, the independent variables are Educational Qualifications (E.Qs.) with up to SSC,10+2, UG, PG and above PG and another one is Approximate Annual Income (A.A.I.) with Below ₹ 5,00,000, ₹ 5,00,001 to ₹ 10,00,000, ₹ 10,00,001 to ₹ 15,00,000, ₹ 15,00,001 to ₹ 20,00,000 and above ₹ 20,00,000. Thepresent empirical research study is going to focus on the impact of digital marketing on urban women inHyderabad metropolitan city of Telangana state with the spread of Educational Qualifications (E.Qs.), Approximate Annual Income (A.A.I), Frequency of Online Shopping(F.O.O.S.) and Preferred Social Media Platform (P.S.M.P.) as variables and going to apply the  χ²  test to know at one side E.Qs. and P.S.M.P on otherside  A.A.I and F.O.O.S. either dependent or independent at 95 per cent confidential level with 5 per cent significance level.