Digital Marketing Boosts Growth for Women Entrepreneurs in Non- Durable Goods: A Study from Chennai

Abstract

Digital transformation of marketing has opened new avenues for women entrepreneurs, particularly those engaged in the non-durable goods sector. The present study investigates how women entrepreneurs in Chennai are leveraging digital marketing tools and explores the key factors influencing their transition to digital platforms. A structured questionnaire was used to gather all of the data from 120 female entrepreneurs' businesses. ANOVA and structural equation modeling (SEM) were used in conjunction with non-parametric statistical techniques such as the Mann-Whitney U test, Wilcoxon Signed-Rank test, Kruskal-Wallis H test, and ANOVA. The research was guided by five core objectives and corresponding hypotheses. Findings indicate that younger and more educated women are more likely to adopt digital marketing strategies. However, mere adoption of digital tools does not guarantee business success. Customer engagement emerged as a critical component in translating digital initiatives into sales growth. The results highlight the need for targeted digital literacy and skills development programs that not only promote tool adoption but also emphasize effective customer engagement techniques. The current study provides practical insights to support women-led businesses in developing urban marketplaces and adds to the expanding corpus of research on digital entrepreneurship from a gendered viewpoint.