Published Paper Details:

The study assessed the impacts caused by the online marketing strategies on consumer satisfaction towards FMCG products and evaluates the challenges faced by them in purchasing these products that are marketed online. The study follows a descriptive research design based on describing the status of affairs as derived from the opinions online consumers towards the satisfaction level attained based on the online marketing strategies in rural areas. The study will use interview schedule based enumerators and the schedule was framed based on the variables measuring the consumers' satisfaction and challenges faced by the rural consumers based on online marketing of FMCG products. The study involved the FMCG products of Personal Care and Food Products Category which is are purchased by rural consumers using online shopping methods. The sampling frame includes consumers residing in rural areas of Salem district 13 Taluks where top five revenue generating taluks are selecting involving the areas of Salem, Salem West, Salem South, Mettur and Sankagiri. The study will collect data from these taluks based on the rural areas classification. The study will use snowball sampling for the selection of sample in the final stage of the study. The sampling size of the study will consist of 250 which involve 50 consumers from each revenue taluk of Salem District. The exploratory factor analysis will be used to examine the impacts caused by online marketing on customer satisfaction and various challenges faced by rural consumers. It has also been shown that when the digital infrastructure in the rural areas to increases, their approach to online buying tends to become more hopeful which will further boost their attitude towards online shopping.