Parikalpana: KIIT Journal of Management

Abhiraj Malia ¹, Prajnya Paramita Pradhan ², Biswajit Das ³, Bhubaneswari Bisoyi ⁴, Ipseeta Satpathy ⁵

Affiliations
1 Ph.D. Scholar, School of Management, KIIT University, Bhubaneswar, IN
2 Ph.D. Scholar, School of Management, KIIT University, Bhubaneswar,, IN
3 Professor, School of Management, KIIT University, Bhubaneswar, IN
4 Assistant Professor, Sri Sri University, Cuttack, IN
5 Senior Professor, School of Management, KIIT University, Bhubaneswar

Abstract

This research paper introspects to understand the impact of digital marketing on the banking sector based on customer perspectives of demographic factors about gender, age, and occupation. Due to the 3rd phase of Covid 19 (Omicron), the banking sector intensified and adopted digitalization for consumers in times of new normal. It adopted new developments to enhance the ease of accessibility, and to make it consumer-friendly. Because of the fear of the pandemic and its tragic consequences, it enabled in affecting the consumer’s perspective. The paper is an exploratory study conducted to know the impact of demographic factors on banking transactions based on the database collected from 100 consumers online; through a questionnaire; besides a few selected interviews. It adopted a mixed method to reach the conclusion by holding ANOVA tests. It identified that there is a significant difference between gender and mode of banking and there is a significant difference between age and post services facilities provided by the banks. The research was conducted in a limited period and conclusively resolved with the empirical findings.

Keywords

Consumer Perception, Demography, Covid-19, Digital Marketing, Banking

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