"COMPARITIVE ANALYSIS OF DIGITAL MARKETING STRATEGIES: LOCAL VS. NATIONAL BRANDS IMPACTING CONSUMER BEHAVIOR IN CHHATISGARH"

Abstract

This research paper investigates the digital marketing strategies employed by local Chhattisgarh-based brands in contrast to national brands targeting consumers within the region. With a focus on durable products, the study aims to analyze the respective impacts of these strategies on consumer behaviour. Through a mixed-methods approach comprising qualitative and quantitative analyses, including surveys, interviews, and social media data analysis, the research examines the effectiveness of digital marketing campaigns deployed by both local and national brands. The study sheds light on key factors influencing consumer perceptions and purchase decisions, providing valuable insights for marketers and businesses operating in the Chhattisgarh market.