STUDY ON THE EFFECTIVENESS OF EMARKETING ON MICRO, SMALL AND MEDIUM ENTERPRISES (MSMES) IN B2B MARKET OF BANGALORE DISTRICT

This paper on e-marketing effectiveness on Micro, Small and Medium Enterprises basically deals with the analysis through a study on the importance of e-marketing tools for MSMEs primarily focusing on level of e-marketing usage in MSMEs, its benefits or advantages as well as the factors influencing the use of e-marketing by MSMEs.   Available material on the effectiveness or impact of using this powerful channel of e-marketing and its tools in the marketing activities of MSMEs have been studied in the international and Indian context to present a concrete view on the study undergone for the benefit of future research on this phenomenal topic of interest. The paper highlights evidence on current usage of e-marketing among MSMEs of Bangalore District and its benefits followed by factors that influence their decision to adopt the e-marketing in their businesses. Although e-marketing has achieved tremendous experience, reach and growth worldwide and also in India very little study has been done to examine this phenomenon especially among MSMEs of Bangalore District. It is therefore important to get an insight into how MSMEs are currently using e-marketing, its benefits to them and the factors that influence the adoption e-marketing in their businesses. In order to achieve these objectives, the researcher uses quantitative study in order provide in-depth description on its current usage level, its benefits and the factors that influence their decision to adopt e-marketing in their business. The paper concludes that e-marketing is one of the highly effective and beneficial channels of marketing today to local businesses especially to MSMEs in the B2B market of Bangalore District.