A Study on Digital Marketing of Cracker Retail Outlets in Virudhunagar District

A Study on Digital Marketing of Cracker Retail Outlets in Virudhunagar District

Boopathi Krishnan, et al.

Digital marketing | Cracker

 Vol: 11; No: 4; Dec. 25 | ISSN: 2455-3921   

                 Digital marketing has become a transformative tool for businesses across diverse sectors, enabling improved customer engagement, market expansion, and efficient sales strategies. In Virudhunagar, a district renowned for its fireworks and cracker production, retail outlets are increasingly adopting digital platforms to enhance their visibility and competitiveness. This study focuses on analyzing the role and effectiveness of digital marketing strategies implemented by cracker retail outlets in Virudhunagar. It explores how tools such as social media, e-commerce websites, mobile applications, search engine optimization, and online advertising have influenced consumer buying behaviour, brand visibility, and sales performance. The research also examines the challenges faced by cracker retailers, such as limited digital literacy, infrastructural barriers, seasonal demand fluctuations, and regulatory restrictions. Despite these challenges, opportunities for innovation are abundant, particularly in areas like online promotions, influencer marketing, personalized offers, and digital payment systems. The study highlights the need for retailers to integrate traditional sales approaches with digital platforms to cater to both local and urban consumers effectively. Findings suggest that digital marketing not only broadens the customer base beyond local boundaries but also ensures better brand recall, timely communication, and convenience for buyers. The study concludes that embracing digital marketing is essential for cracker retail outlets in Virudhunagar to achieve sustainable growth and to remain competitive in an evolving business landscape.

Boopathi Krishnan, Research Scholar, C.B.M. College, Coimbatore, Tamil Nadu, India