A Comparative Study of Traditional and Digital Marketing Strategies and Their Impact on FMCG Purchase Decisions among Rural Consumers

Sagar Yadav; Manish Pundlik; Kanak Patidar

doi:10.36948/ijfmr.2025.v07i06.64530

A Comparative Study of Traditional and Digital Marketing Strategies and Their Impact on FMCG Purchase Decisions among Rural Consumers

Author(s)	Mr. Sagar Yadav, Dr. Manish Pundlik, Ms. Kanak Patidar
Country	India
Abstract	The rapid transformation of marketing communication has substantially influenced consumer decision-making in the Fast-Moving Consumer Goods (FMCG) sector. Although traditional channels—such as television, radio, print media, and local retail promotions—remain highly impactful in rural markets, the widespread adoption of smartphones and internet connectivity has accelerated the rise of digital marketing even in remote regions. This study conducts a comparative analysis of traditional and digital marketing strategies to assess their relative influence on FMCG purchase decisions among rural consumers. Using a descriptive research design, data were collected from rural households across selected districts through a structured questionnaire. Key determinants such as brand awareness, promotional influence, credibility, affordability, and consumer engagement were examined to understand how each marketing medium shapes preferences and purchase intentions. Findings reveal that traditional marketing continues to maintain strong credibility and emotional resonance, particularly among older consumers and households with limited digital exposure. In contrast, digital marketing has become increasingly influential among younger, digitally connected consumers by offering interactive content, personalized messaging, and real-time product information. Overall, the study concludes that a blended communication approach integrating both traditional and digital strategies offers the greatest effectiveness for FMCG brands seeking to strengthen rural outreach and adapt to the evolving digital landscape in rural India.
Keywords	Traditional Marketing, Digital Marketing, Rural Consumers, FMCG Purchase Decisions, Consumer Behaviour, Marketing Communication, Rural Marketing Strategies, Brand Awareness
Field	Business Administration
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-12-31
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.64530

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A Comparative Study of Traditional and Digital Marketing Strategies and Their Impact on FMCG Purchase Decisions among Rural Consumers

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