A Comparative Analysis of Traditional and Digital Marketing Based on Consumer Attitude and Brand Equity Preference of Women Readymade Garments with Special Reference to Srirangam Taluk in Tiruchirappalli District, Tamil Nadu, India.
R.ANDAL
Part-Time Research Scholar
P.G and Research Department of Commerce,
Government Arts College,Tiruchirappalli- 620 022.
(Affiliated to the Bharathidasan University)
Dr.A.SELVENDRAN
Associate Professor and Head
P.G and Research Department of Commerce,
Research Supervisor
Government Arts College, Tiruchirappalli-620 022
(Affiliated to the Bharathidasan University)
ABSTRACT
Traditional marketing is a type of conventional mode of marketing that assists to reach out to a Quasi-aimed customers with different offline product ,price, Physical distribution and promotional Methods. The exchange of valuable objects or services in between atleast two parties include all activities that each party undertakes to complete the transalisation and barter system eventually gave way to the use of currency. Sales or purchase of high fasion clothing and all dimensions are Physical (Product, Services, Process, Price and Promotional) where as Digital marketing all dimensions are digital mode has overturned consumers engross with a brands. A women consumer of 21st century plays a dynamic role in any marketing activities and functions. The traditional strategies are unsustainable as a result, marketers had to make a call towards Digital marketing a more sustainable option rather than any traditional time consuming process. But traditional marketing consumer do not expect fulfillment of the time process and time management . The key to attain the desired goals is consumer attitude and brand equity preference to know target audience as well as defining the specification of women readymade garments brands offering moreover the marketers have certify that offerings are in line with basic needs(cloth) and wants of potential women customer . In this study reveals that women customer prefer traditional mode or digital mode of consumer attitude and brand equity factors preferences of Srirangam Taluk in Tiruchirappalli District,Tamilnadu, India.
KEYWORDS: Traditional Marketing, Digital Marketing, Consumer attitude, Brand Equity performance, Brand Loyalty, Motivation to Purchase, Brand Identity, Brand Awareness, Brand Association.
