Digital Media Influence on Purchasing Patterns: A Study of Rural Consumers in Nashik District

Abstract

This study investigates the influence of digital media on purchasing patterns among rural consumers in Nashik district, Maharashtra. With the rapid expansion of digital technology, understanding rural consumers' digital access, trust in digital advertising, and engagement factors becomes essential for marketers and policymakers. Through a quantitative research approach, data was collected from 100 rural consumers in the areas of Peth and Surgana using structured surveys. The findings reveal significant insights into rural consumer behavior in the digital age. Firstly, the study assesses the prevalence of smartphone ownership and social media usage among rural consumers, highlighting the extent of digital access in Nashik district. Secondly, it evaluates rural consumers' trust in digital advertising on social media platforms, shedding light on their perceptions and preferences regarding digital ads. Lastly, the study uncovers key factors influencing rural consumers' engagement with social media platforms and its impact on their purchasing patterns. The research contributes to bridging the gap in literature by providing localized insights tailored to the rural community in Nashik district, Maharashtra.