AN ANALYSIS OF ONLINE BRAND PRESENCE AND CUSTOMER PERCEPTION IN THE IT SECTOR AT GRIDX TECHNO LABS PRIVATE LIMITED

* Karthick Raj. K¹, ** Dr. V. Vardhini²

¹II MBA, Department of Management Studies,

Vels Institute of Science Technology and Advanced Studies (VISTAS)

²Assistant Professor, Department of Management Studies,

Vels Institute of Science Technology and Advanced Studies (VISTAS)

ABSTRACT

In today’s highly connected digital environment, online brand presence plays an important role in shaping customer perception and business growth, especially in the Information Technology (IT) industry. Most IT companies depend on websites, social media platforms, and search engines to connect with customers, showcase their services, and build credibility. This study focuses on analyzing the online brand presence of GRIDX Techno Labs Private Limited and understanding how effectively it influences customer awareness, engagement, trust, and recommendation behavior.

The study follows a descriptive research design and uses both primary and secondary data. Primary data were collected from 200 respondents using a structured questionnaire. Statistical tools such as percentage analysis, weighted average method, and chi-square test were used for analysis.

The findings of the study show that social media acts as the main source through which customers become aware of the company. However, moderate engagement levels and poor search engine visibility suggest that the company still has opportunities to strengthen its digital marketing strategies and improve its online reach. The chi-square test confirms that customer awareness positively influences recommendation behavior.

The study concludes that strengthening SEO strategies, improving content quality, and maintaining consistent social media engagement can significantly enhance online brand presence and customer trust.

KEY WORDS

Online Brand Presence, Digital Marketing, Customer Perception, Social Media, SEO, IT Industry.