The Role of E-commerce in Supporting Local Businesses in Dakshina Kannada.

Registration ID: IJNRD_211417

Published ID: IJNRD2312295

DOI: Click Here to Get

Raghavendra , Rajani Jenita , Prathima A

E-commerce adoption, Dakshina Kannada, Local Businesses, Challenges

Local businesses in Dakshina Kannada face challenges in the booming e-commerce landscape, risking decline and cultural loss. This study investigates if e-commerce platforms can be their lifeline. A survey of 100 businesses reveals a positive correlation between e-commerce sales and employment growth, suggesting it can be a driver of job creation. However, larger businesses currently dominate e-commerce adoption due to better resources and technical expertise. Digital literacy, while not a primary factor, might play a supporting role in platform adoption. Interestingly, e-commerce platforms offer a level playing field for visibility and performance, regardless of business size or demographics. The key to success lies in active online marketing and platform optimization, as businesses with these strategies significantly outperform passive ones. These findings offer valuable insights for local businesses: smaller ones can bridge the gap by focusing on technology access and effective online marketing, while e-commerce platforms can preserve Dakshina Kannada's cultural heritage by showcasing local products to a wider audience. Further research is needed to understand factors beyond business size and sales that contribute to e-commerce success and to explore platform effectiveness tailored to local needs. By embracing e-commerce and adopting effective online strategies, local businesses can not only survive but thrive in the digital age, safeguarding the unique cultural tapestry of Dakshina Kannada for the future. Study utilises the statistical tools such as independent sample T-test, Analysis of variance, correlation analysis, regression analysis and model fit summary.

Published Paper   E-Certificate

Raghavendra, Rajani Jenita, & Prathima A (December-2023). The Role of E-commerce in Supporting Local Businesses in Dakshina Kannada. . INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(12), c962-c971. https://ijnrd.org/papers/IJNRD2312295.pdf

Volume 8 Issue 12, December-2023

Pages : c962-c971

Paper Reg. ID: IJNRD_211417

Published Paper Id: IJNRD2312295

Downloads: 000122006

Research Area: Commerce

Country: Mangaluru, Karnataka, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2312295.pdf

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