• ANITHA.A
• Prof.(Dr).Vivek Inder Kochhar

The accelerated diffusion of digital technologies has substantially altered contemporary marketing practices, compelling Small and Medium Sized Enterprises (SMEs) to integrate digital tools into their operational strategies. This study empirically evaluates the extent of adoption of digital marketing tools and techniques among SME local retailers in Villupuram district of Tamil Nadu and the Union Territory of Puducherry. A descriptive and analytical research framework was employed, and primary data were collected from 200 SME retailers using a structured questionnaire measured on a five-point Likert scale. The data were analyzed using percentage analysis, mean and standard deviation, adoption level indexing, and Chi-square test. The findings reveal that basic digital tools such as social media platforms and digital payment systems demonstrate high levels of adoption, whereas advanced tools including business websites and search engine marketing exhibit comparatively lower penetration. The overall adoption level of digital marketing among SME retailers is predominantly moderate, with statistically significant variation observed across educational and experiential profiles of retailers. The study underscores the need for targeted digital capacity-building initiatives and policy-level interventions to facilitate comprehensive adoption of digital marketing practices among local retailers.

Digital Marketing Adoption, Small and Medium Enterprises, Local Retailers, Technology Adoption, Villupuram, Puducherry

"“A STUDY ON THE ADOPTION LEVEL OF DIGITAL MARKETING TOOLS AMONG SME LOCAL RETAILERS IN VILLUPURAM AND PUDUCHERRY”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 1, page no.f182-f184, January-2026, Available :http://www.jetir.org/papers/JETIR2601528.pdf

"“A STUDY ON THE ADOPTION LEVEL OF DIGITAL MARKETING TOOLS AMONG SME LOCAL RETAILERS IN VILLUPURAM AND PUDUCHERRY”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 1, page no. ppf182-f184, January-2026, Available at : http://www.jetir.org/papers/JETIR2601528.pdf