Consumer perceptions of e-commerce marketing tactics in North Karnataka

Abstract

This study investigates customer perceptions of e-commerce marketing tactics in North Karnataka, employing a mixed-method approach that integrates secondary and primary data. Secondary data were sourced from Scopus-indexed journals, providing theoretical background, while primary data were collected via self-administered questionnaires from 150 randomly selected respondents across North Karnataka. Various measurement instruments were used to capture customer perceptions, attitudes, and satisfaction levels, including nominal, ordinal, and scale data. The collected data underwent coding and cleaning processes to ensure accuracy and consistency, followed by statistical analysis using descriptive statistics and automated linear regression methods. Descriptive statistics summarized demographic characteristics and responses to Likert scale items, while regression analysis identified significant predictors of customer satisfaction. The findings revealed that social media marketing, website user experience, product reviews, and ratings positively correlate with customer satisfaction. Conversely, email marketing influence and usefulness showed a negative correlation with satisfaction. The model achieved an accuracy rate of 54.2%, highlighting the complex dynamics between e-commerce marketing tactics and customer satisfaction. This study underscores the importance of tailoring e-commerce marketing strategies to enhance customer satisfaction in the North Karnataka region.