Transition from Local Markets to Digital Platforms: A Study on Barriers to the Usage of Affordable Digital Marketing Tools among Rural Women Entrepreneurs in Karnataka

Abstract

Aim: To determine the most critical obstacles to the utilisation of affordable digital tools and digital engagement among rural women entrepreneurs in Karnataka. Study Design: A mono-method quantitative approach was applied based on descriptive research design. Place and Duration of Study: The research was carried out throughout the state of Karnataka, including the North, South, Coastal, Central and Eastern regions. The collection of data was undertaken in the period between January and February 2026. Methodology: Fifty rural women entrepreneurs were sampled through a stratified random sampling technique and multiple regression analysis was employed in the analysis of the data. Results: Majority of participants (84%) are using digital marketing tools to a great or considerable extent. Regression results show that financial (b = 0.031, p = 0.895), social (b = 0.188, p = 0.079), security (b = 0.306, p = 0.072), and infrastructural barriers (b = 0.042, p = 0.820) were not statistically significant. Nevertheless, a lack of digital skills proved to be a significant obstacle to successful usage (b = 0.561, p = 0.005). Conclusion: The paper indicates that despite the prevailing government programs on digital inclusion, a shift in priorities to practical and mobile based approach of digital marketing training is necessary. The effective use of these tools can be reinforced by increasing digital literacy and offering specific skill development programs that would foster business growth, better income opportunities and inclusive rural development.