The Relative Influence of Digital versus Traditional Marketing on Smartphone Purchase Intentions: A Consumer Study in North Karnataka, India

Digital Marketing, Traditional Marketing, Purchase Intention, Consumer Behavior, North Karnataka

 This study compares the impact of traditional and digital marketing strategies on smartphone purchasing behaviour in North Karnataka's non-metropolitan areas. With a sample of 487 respondents from the ages of 18 and 45, this study is quantitative in nature. Hierarchical regression and and the further methods of inferential statistics were used to analyse the gathered data. The results shows that traditional marketing channels (β = 0.29) had lower purchase intentions (β = 0.51, p <. 001).The present study examines the effect of pre-purchase and post-purchase behaviour on smart phone purchasing decision of consumers in non-metro regions of North Karnataka through a quick online survey comprising participants residing out there. The study is quantitative, with a sample of 487 respondents aged between 18 and 45.the information gathered ws examined using techniques of inferential statistics such as hierarchical regression. The findings demonstrated that intensions to buy werehigher (β = 0.51, p <. 001).The finding indicate that  consumers are largely motivated by digital interaction, yet they still depend on conventional sources for validation and trust. Designing integrated and demographically targeted marketing strategies in developing these insights can help regional marketplaces.