Browsing by Author "Olvan Anthony Vas"

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    DIGITAL V/S TRADITIONAL MARKETING ACROSS DIFFERENT SECTORS IN GOA
    (ASST. PROF. KINGEL SAVIA DE SA, 2026) Mackwim Fernandes; Mevio Fernandes; Neysa Osita Fernandes; Olvan Anthony Vas; Sheryl Fernandes
    The primary aim of this study is to evaluate the comparative effectiveness of digital and traditional marketing mediums in Goa, specifically focusing on demographic influence, sectoral performance, and independent purchase triggers. To achieve this, a quantitative methodology was employed, analysing data from 364 respondents across various age groups and professions in the region. Descriptive statistics, including Mean and Standard Deviation, were used alongside inferential tests such as the Pearson Chi-Square and McNemar’s Test to evaluate trust and conversion efficiency. Findings reveal that Age and Occupation serve as the primary "Dual-Drivers" of marketing influence (p < .05), whereas Gender and Monthly Income remain statistically non-significant. A distinct sectoral divide was observed: digital marketing dominates "high-engagement experiential" sectors like Tourism & Hospitality (+21% gap), while traditional media maintains a stronghold in "utility" sectors such as Agriculture (-23.7% gap) and Construction. Crucially, the McNemar test (p = .002$) confirms that digital advertisements are a statistically superior independent driver of purchase decisions compared to traditional media. The study concludes that trust in the Goan market is a "generational gap" issue, necessitating a hybrid marketing strategy that prioritizes digital platforms for youth-centric engagement while maintaining traditional presence for foundational, trust-based industries.