A Study on Customers Perception Towards the Effectiveness of Digital Marketing Strategies with Reference to Giri Trading Agency Pvt. Ltd

Siranjeevi BU s1 , Dr. Mickle Aancy p2
1Siranjeevi BU , Student, Master of Business Administration & Panimalar Engineering College, Chennai -600123

2 Dr. Mickle Aancy H, Professor, Master of Business Administration & Panimalar Engineering College, Chennai -600123

Abstract - The rapid proliferation of digital platforms has fundamentally altered the marketing landscape, compelling businesses to reconfigure their customer engagement strategies. This study investigates customer perception towards the effectiveness of digital marketing strategies employed by Giri Trading Agency Private Limited, a prominent devotional and spiritual products retailer headquartered in Chennai, India. Using a descriptive research design, primary data were collected from 199 respondents through a structured questionnaire. Non-parametric statistical techniques — including the Mann-Whitney U test, Kruskal-Wallis H test, and Spearman rank-order correlation — were applied to examine perceptual differences across demographic groups and to identify relationships among digital marketing variables. The findings reveal that Meta Ads (62.3%) constituted the most frequently encountered advertising platform, followed by Google Ads (28.6%). A substantial majority of respondents (78.9%) reported making a purchase decision after exposure to a digital advertisement, while 84.4% indicated that promotional offers embedded in digital ads significantly influenced their purchase behavior. Statistical analysis confirmed that gender did not produce significant perceptual differences, whereas educational qualification yielded significant variation in perceptions of advertisement informativeness and engagement. A strong positive correlation (r = 0.420, p < 0.01) was established between advertisement informativeness and perceived impact on sales. The study concludes that digital marketing, when executed through targeted, information-rich, and platform-optimized campaigns, serves as a potent driver of customer acquisition and sales performance in niche spiritual retail markets.Key Words: Digital Marketing, Customer Perception, Meta Ads, Google Ads, Devotional Retail, Consumer Behavior, India, Giri Trading Agency