Published Online:November 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM041125
DOI:10.71329/IUPJMM/2025.24.4.83-104
Author Name:Garima Singh, Sanjay Mohan Johri and Vidya Rakesh
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:83-104
This paper seeks to quantitatively explore the relationship between consumer noticeability of Khadi marketing communication across traditional and digital media platforms, comparing their effectiveness and evaluating the differences in awareness and consumer attitude. The study adopts a quantitative design supported by a self-structured survey administered to 500 respondents across India. The questionnaire comprised Likert-scale items and hybrid multiple-choice questions assessing Khadi awareness, consumer attitude, and engagement with fashion communication activities. Data was analyzed using SPSS, applying descriptive statistics, Spearman's Rho Correlation, and the Mann-Whitney U Test to evaluate media-wise variations and relational patterns. The findings reveal a significant positive correlation between the two media types, suggesting that respondents noticing promotions on one platform are likely to notice them on the other. While traditional media marginally outperforms digital media in promotion noticeability, the latter significantly influences attitudes toward Khadi. Interactive and visually engaging formats, such as social media posts and fashion shows, drive the highest consumer engagement
The consumer is the cornerstone of every brand; hence getting noticed and engaging with the consumer becomes the prime focus of marketing communication. The first quarter of the twenty-first century is marked by disruptions in the way brands and their target consumers interact. Information is available in abundance in the palm of our hands. While the era of the Internet and currently artificial intelligence has made it simpler to reach out to the target consumers with custom-created content, it has posed novel challenges