A Comparative Study on Online and Offline Marketing

Abstract

This study aims to compare the effectiveness of online and offline marketing strategies in terms of customer engagement, consumer preferences, and cost-effectiveness, with a specific focus on the Karnataka state. A survey was conducted with 200 respondents from Karnataka to collect primary data, and statistical tools such as percentage analysis and ANOVA were used for analysis. The results indicate that online marketing is more effective in engaging customers and influencing purchasing decisions, particularly in urban areas like Bengaluru and Mysuru. However, offline marketing remains relevant for building trust and credibility, especially in rural regions of Karnataka. The study concludes that businesses in Karnataka should adopt a hybrid approach, leveraging both online and offline strategies to cater to the diverse demographic and geographic needs of the state for optimal results.