A Study on the Impact of Digital Marketing on Small Retailers with Special Reference to Coimbatore District

This study examines the impact of digital marketing on small retailers operating in a rapidly evolving business environment. Using a descriptive research design with a structured questionnaire administered to 100 small retail business owners, the research investigates how digital marketing tools including social media advertising, WhatsApp Business, Instagram marketing, and email marketing influence customer acquisition, sales performance, brand awareness, customer engagement, and competitive positioning. The findings reveal that 88% of respondents are aware of digital marketing, with Instagram emerging as the most familiar platform (50%) and social media advertisements as the most widely used tool (57%). A significant majority (61%) reported increased sales following digital marketing adoption, and 44% assessed the overall business impact as very positive. Chi-square analysis confirms statistically significant impacts on both sales performance (χ² = 80.96, p < 0.05) and problem experience (χ² = 33.36, p < 0.05). Competition was identified as the primary challenge (57%), while 75% of respondents found digital marketing cost-effective compared to traditional methods. The study concludes that strategic digital marketing adoption is essential for small retailers seeking sustainable growth and enhanced competitiveness in the digital age.