A Comparative Analysis of Customer Perceptions and Engagement with Search Engine Marketing: A Study of Kanyakumari and Thiruvananthapuram Districts

Abstract

This study explores customer perceptions and engagement with Search Engine Marketing (SEM)
in two geographically distinct districts—Kanyakumari (Tamil Nadu) and Thiruvananthapuram
(Kerala). The increasing use of digital platforms has significantly impacted how businesses engage
with customers, and SEM has become a crucial component of online marketing strategies. Through
a survey of 400 customers (200 from each district), this study examines the differences in
awareness, trust, and engagement with SEM practices. The findings suggest regional variations in
customer attitudes, highlighting the need for localized SEM strategies. These insights can help
marketers tailor their approaches to maximize customer engagement and satisfaction in different
regions.