A Study On the Growth of B2C Businesses in India with Special Reference to Self-Power Direct Marketing, Raipur
Year: 2025
Type: article
Study design: Observational Study
Abstract: India is currently experiencing a major shift in Business-to-Consumer (B2C) dynamics due to accelerated digitalization and growing internet accessibility. This study examines the core factors contributing to the expansion of the B2C sector, highlighting Self-Power Direct Marketing (SPDM) as a practical example within an emerging market environment. A mixed-method research design was applied, incorporating secondary market data with primary quantitative inputs collected from respondents. Two hypotheses were evaluated during the study. The results reveal a strong and significant relationship between customer trust in product quality and their intention to purchase. Moreover, findings from a Paired Sample t-Test show that the use of digital channels—including social media and online commerce—substantially enhances sales performance. Overall, the research indicates that the growth of the B2C sector in India relies on both interpersonal trusts developed through traditional direct selling and the scalability offered by digital platforms. When aligned with India’s socio-economic landscape, this combination accelerates market expansion. This work provides new empirical evidence on the functioning of indigenous direct selling models in a fast-growing Indian context and contributes to filling an existing gap in the literature.
Authors: Abhishek Lahre, Prof. Sumita Dave
Institution: Amity University Chhatisgarh
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4417262589
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