Comparative Analysis of Impact of Traditional and Digital Marketing Techniques on Consumer Perception in Healthcare Sector in Tricity, (Chandigarh, Panchkula, and Mohali)

The manifestation of technology has reoriented the conventional processes not only within business but also the approach to interact with outside world. The onset of the digital marketing techniques has forced the marketers to restructure the budget as the digital marketing is a very powerful technique to reach rapidly to consumers but traditional marketing is an old, practical and eminent school of advertisement that has always proved to be effective with a huge success rate before the concept of digital marketing. Marketers have unanimously accepted a huge success of digital marketing over traditional marketing but have also ruled out the impact of usage of traditional marketing techniques on consumer's perception. The success and space of both the techniques of marketing is the prevalent topic of debate among marketers today. The marketers are keen to know; which of these two techniques is more effective, will the digital marketing be able replace traditional marketing techniques and becomes the future of marketer's betted technique across the globe. The consumer explores online data and shuffles print media in search of information according to their needs and preferences before deciding. He makes and has already made a perception in his mind on information available on through both the techniques. Consumer's perception is a key focus area of our research. In healthcare industry, understanding he affect of digital and traditional marketing on consumer's perception is vital to the outcome of this research.. The target population was Tricity, Chandigarh and the stratified sampling technique was used to collect primary data through a questionnaire from 132 respondents. MS Excel was used to analyse the data. It was found though digital marketing has wider coverage but needs ways to find to make an impact on the consumer'sperception.