International Journal For Multidisciplinary Research

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Digital marketing trends and Online shopping behaviour of youth in Kandhamal and Khurdha districts of Odisha

Author(s) Ms. Manasi Chandra Nayak, Dr. Sasmita Behera
Country India
Abstract The study investigate Digital marketing trends and online shopping behaviour of youth in kandhamal and khurdha district of Odisha. Using the structured questionnaire, data were collected from a sample size of 300 youths. Its aims to identify the factors influencing digital marketing effectiveness, determine preferred online stores, explore the motivations for online shopping, explore effective digital marketing channels, and asses preferred payment methods.
This study contributes valuable insights for businesses and marketers targeting young consumers in these districts, offering a comprehensive understanding of their online shopping preferences and digital marketing responsiveness. The study on digital marketing trends and online shopping behaviours among youth in Odisha’s Kandhamal and Khurdha districts reveals distinct demographic, economic, and behavioural patterns. Kandhamal’s rural youth prefer cash-on-delivery and prioritize affordability, while Khurdha’s urban youth favour digital payments and brand-driven campaigns. They preferred that dress which was more suitable, colourful, attractive products with reasonable price available in online app. Myntra is only app which provide discount, perfect products preferred by each income groups. Youth also preferred the Meesho and Ajio app to buy the fashionable clothing. Youth is different stage targeted by Textile industry makes their product based on their preferences. Social media, especially Instagram, significantly influences fashion preferences in both regions. Findings highlight distinct regional patterns: Kandhamal’s rural youth favour cash-on-delivery and prioritize affordability, while Khurdha’s urban youth prefer digital payments and brand-driven campaigns. Social media, particularly Instagram, significantly shapes fashion preferences, with platforms like Myntra favoured for their diverse, colourful, and reasonably priced products catering to varied income groups. The study provides actionable insights for businesses to craft tailored marketing strategies that address these regional and demographic nuances, enhancing engagement with Odisha’s youth in the growing e-commerce landscape.
Keywords digital marketing, youth, factors, channels, social media
Field Sociology > Home Science
Published In Volume 7, Issue 5, September-October 2025
Published On 2025-10-15
DOI https://doi.org/10.36948/ijfmr.2025.v07i05.57295
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E-ISSN 2582-2160
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