Digital Vs. Traditional Marketing: A Cross-Sectoral Analysis in The Goan Market

This study evaluates the comparative effectiveness of digital and traditional marketing in Goa, focusing on demographic influences, sectoral performance, and purchase triggers. Analyzing data from 364 regional respondents, the research employs quantitative techniques including Descriptive Statistics, Pearson Chi-Square, and McNemar’s Test to assess trust and conversion efficiency. Findings identify Age and Occupation as the "Dual-Drivers" of marketing influence (p < .05), while Gender and Income remain statistically non-significant. A clear sectoral divide emerged: digital marketing leads in "high-engagement experiential" industries like Tourism (+21% gap), whereas traditional media remains dominant in "utility" sectors such as Agriculture (-23.7% gap). Furthermore, the McNemar test (p = .002) confirms digital advertising as a superior independent driver of purchase decisions. The study concludes that Goan consumer trust is fragmented by a "generational gap," recommending a hybrid marketing strategy that leverages digital platforms for youth engagement while maintaining traditional media for established, trust-based industries.