PERCEPTIONS OF TIER III CITY CUSTOMERS TOWARDS E-MARKETING

Dr. Shalini Singh
Assistant Professor, Jaipuria Institute of Management, Lucknow

Dr. Uchit Kapoor
Professor R & D, The ICFAI University Group, North - West

Vol 17, No 06 ( 2022 )   |  DOI: 10.5281/zenodo.6659579   |   Licensing: CC 4.0   |   Pg no: 86-92   |   Published on: 18-06-2022

Abstract
E-Commerce provides the platform for buying and selling products, information and services on the Internet and other online environments. E-Marketing is also known as net marketing, online marketing and internet marketing. E- Marketing is a management process. The aim of e-marketing is to initiate and maintain long-term relationship with customers through online platforms. Online markets are open 24 hours and 7 days for service administering. This study aimed at understanding the perceptions of tier III city customers towards e-marketing. Questions related to E Marketing were put forth to respondents who were asked to rate factors on a 5-point Likert scale. After analysis it was found that few factors like easy access and greater reach were major factors which led consumers towards preference for online marketing. Also, elements like search engine were used more whereas people were not very comfortable in online payments. E-marketing websites provide the flexibility and also provide the better security of e- paying their taxes, license, fees etc. In future if e- marketers use efficient websites which are easy to use for ordinary people then acceptance and preference for e-marketing will definitely increase. All parts of the organization should co-ordinate activities to establish that customer needs are met efficiently, effectively and profitably.

Keywords:
E- marketing, tier III consumer, consumer preferences

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