A STUDY ON DIGITAL MARKETING OPPORTUNITIES AND CHALLENGES IN THE CULINARY FOOD INDUSTRY CHENNAI CITY
Keywords:
Digital Marketing, Culinary Food Industry, Chennai, SMEs, Brand Visibility, Consumer Engagement, ROI, Traditional Cuisine, Social Media Platforms, Marketing Challenges.Abstract
This study explores the opportunities and challenges of digital marketing in the culinary food industry of Chennai city. With the rapid rise of digital platforms, food businesses increasingly leverage online marketing to enhance brand visibility, customer engagement, and market reach. The primary objective of this research is to examine how digital marketing impacts business performance while identifying the barriers faced by small and medium-sized enterprises (SMEs) in adopting these strategies. The study employs a quantitative research methodology, utilising a sample size of 180 respondents selected through random sampling to ensure a diverse representation of perspectives. Data was collected through structured questionnaires and analysed using descriptive and inferential statistical tools.
The findings reveal that digital marketing significantly improves visibility and consumer interaction, with platforms like Instagram and food delivery apps playing a crucial role. However, challenges such as limited financial resources, lack of technological expertise, and difficulty in measuring return on investment (ROI) remain prevalent, particularly for SMEs. Additionally, concerns about maintaining the authenticity of Chennai's traditional cuisine in the face of modern marketing trends were noted.
The study concludes that while digital marketing offers substantial growth opportunities for Chennai's culinary food industry, addressing financial, technological, and cultural barriers is essential for sustainable success. Further research could focus on evolving digital trends and long-term strategies to ensure balanced growth that preserves cultural heritage while leveraging modern marketing tools.
