Perceived Advantages and Challenges of Internet Marketing: A Study of Small Entrepreneurs in Punjab, India

Abstract

The integration of information technology tools, particularly internet and web marketing, has emerged as a pivotal driver in the expansion of marketing operations across diverse industries. This paper seeks to explore the awareness levels, perceived advantages, and encountered challenges of internet marketing among small entrepreneurs in Punjab. By conducting a comprehensive examination of these dimensions, our study endeavors to provide valuable insights into the evolving landscape of digital marketing within the local entrepreneurial ecosystem. To achieve this objective, a structured survey instrument was employed, comprising a series of statements delineating the perceived advantages and challenges associated with internet marketing. Respondents were tasked with indicating their level of agreement or disagreement with these statements using a five-point Likert scale. Subsequently, statistical analyses, including the Kruskal-Wallis test, were conducted to discern significant differences among respondents from distinct industries, age cohorts, and turnover groups concerning their perspectives on internet marketing. Our findings underscore a notable discrepancy in the adoption of internet marketing practices across various industries within Punjab. Specifically, units operating in sectors such as bicycle and bicycle parts, as well as leather and leather products, appear to lag behind in leveraging the potential of internet-based marketing channels. This observation highlights an area ripe for intervention and strategic investment aimed at fostering greater digital literacy and adoption among traditionally underserved sectors. In synthesizing these findings, our research offers valuable implications for policymakers, industry stakeholders, and entrepreneurial support organizations tasked with nurturing a conducive ecosystem for digital innovation and entrepreneurship in Punjab. By addressing the identified barriers and facilitating targeted capacity-building initiatives, stakeholders can empower small entrepreneurs to harness the transformative potential of internet marketing, thereby fostering inclusive economic growth and competitiveness in the digital age.