Measuring Awareness Levels of Gig Economy Services Among Consumers in Coimbatore

This report will look at the socio-economic profile of the consumers and their awareness of the Gig Economy services in Coimbatore. Analysis and interpretation were performed in form of simple percentage analysis and factor analysis on 151 respondents who were surveyed with the help of a structured questionnaire. The socio-economic outcomes reveal that most of the respondents are urban, educated, economically active people with a moderate level of income and excellent access to smartphones and internet infrastructures. In order to determine the crucial dimensions that affect the awareness of the gig economy services, the exploratory factor analysis was used, with the help of Kaiser-Meyer-Olkin and Bartlett Test of Sphericity that proved that the sample was sufficient and the data was appropriate. The factor analysis showed that there were several influential dimensions, such as digital access, food delivery and ride-sharing service, digital payment systems, e-commerce and grocery delivery services, household service platform, and rating and feedback mechanism. The results indicate that the knowledge of the services of the gig economy is formed in the context of a coherent digital environment and not single platforms. The research reveals a necessity in specific awareness campaigns and integrative digital policies to reduce the existing disparities between income level and residential territory.