Digital Marketing versus Traditional Marketing: A Comparative Study of FMCG Consumer Preferences in Durg District, Chhattisgarh

Rollic Benzamin Dass; Surendra Kumar

doi:10.36948/ijfmr.2026.v08i05.90220

Digital Marketing versus Traditional Marketing: A Comparative Study of FMCG Consumer Preferences in Durg District, Chhattisgarh

Author(s)	Mr. Rollic Benzamin Dass, Dr. Surendra Kumar
Country	India
Abstract	The rapid expansion of digital communication has changed how fast-moving consumer goods (FMCG) brands communicate with consumers, promote products and influence retail purchasing decisions. At the same time, traditional marketing channels, including television, newspapers, radio, outdoor advertising and in-store promotions, continue to provide broad consumer reach. Understanding how consumers perceive these alternative forms of marketing is particularly important in regional retail markets where digital and traditional communication coexist. This study compares consumer-reported preferences for digital and traditional marketing in the FMCG retail sector of Durg District, Chhattisgarh. It draws on the primary survey findings of an existing doctoral thesis involving 300 respondents selected through non-probability convenience sampling. The analysis uses descriptive statistics and examines the reported comparative influence of marketing channels alongside respondents’ awareness of digital marketing campaigns and perceptions of digital marketing’s influence on product awareness and purchase decisions. The thesis findings indicate that 62% of respondents reported digital marketing as more influential, compared with 38% who reported traditional marketing as more influential. Additionally, 89% reported awareness of digital marketing campaigns, 73% expressed a positive view of digital marketing’s contribution to product awareness, and 66% expressed a positive view of its influence on purchase decisions. These findings suggest that digital communication occupies an important position in the reported marketing preferences of the surveyed FMCG consumers. However, the study does not establish that digital marketing generates higher actual sales or that the observed preference is statistically significant across the wider population. The findings support a complementary, audience-sensitive marketing approach in which FMCG brands integrate digital engagement with traditional communication according to consumer preferences, campaign objectives and measurable outcomes.
Keywords	Digital marketing, traditional marketing, FMCG, consumer preferences, consumer behaviour, retail marketing, Durg District, Chhattisgarh.
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-10-21
DOI	https://doi.org/10.36948/ijfmr.2026.v08i05.90220

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Digital Marketing versus Traditional Marketing: A Comparative Study of FMCG Consumer Preferences in Durg District, Chhattisgarh

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