PROJECT

A study on online marketing

Name: sumit pramanick

Roll : 317180728021
Register no: 183170710021
Course: MBA
Session: 2018 -2020
University: JIS University
College : JIS College of engineering
ACKNOWLEDGMENT

I am using this opportunity to express my gratitude to everyone who

supported me throughout the course of this MBA 2nd Semester Field
project. It would not have been possible without the kind support and
help of many individuals. I would like to extend my sincere thanks to all
of them. I am thankful for their aspiring guidance during the project
work. I am sincerely grateful to them for sharing their truthful and
illuminating views on a number of issues related to the project.

Thank you
Sumit pramanick
 Declaration
I, sumit pramanick student of JIS College Of Engineering, solemnly
declare that, I have done our MBA 2nd semester project in JIS College
Of Engineering, Nadia district Kolkata and during my semester project
the opportunity was given to me to conduct a survey and to prepare a
project report to know about the " A study on online marketing”. I
further state that I have done the survey report with utmost sincerity
and dedication, which are required for the completion of this project.
However, I shall remain liable for any misinformation which might
creep in without our knowledge. I’m look forward for any rectification
by anyone.

Date; 17/5/2019
Place: kalyani sumit pramanick
MBA second semester
Jis College of engineering
Countersigned:
Mr. suvhajit basu chaudhhry
Senior professor of the dept,
JIS College of Engineering Kalyani, West Bengal
Kalyani, west Bengal
 PROJECT COMPLETION CERTIFICATE
This is to certify that sumit pramanick, a student of Master in Business
Administration in marketing Management under MAKAUT, JIS College
of Engineering has undertaken the project titled ‘a study on online
marketing ‘at JIS College of Engineering from MBA 2nd semester 2019
for partial fulfillment of the course under my guidance and supervision
quite satisfactorily.

Mr. suvhajit basu chaudhhry

Senior professor of the dept,
JIS College of Engineering
 ABSTRACT
The Internet has developed into a new distribution channel and online
transactions are rapidly increasing. This has created a need to
understand how the consumer perceives online purchases.
The purpose of this dissertation was to examine if there are any
particular factors that influence the online consumer. Primary data was
collected through a survey that was conducted on students and
Employees from different part of India.
Price, Trust and Convenience were identified as important factors. Price
was considered to be the most important factor for a majority of the
Customers.
Furthermore, three segments were identified, High Spenders, Price
Easers and Bargain Seekers. Through these segments I found a variation
of the different factors importance and established implications for
online stores.
 INTRODUCTION
The invention of the Internet has created paradigm shift of the traditional way people shop. A consumer
is no longer bound to opening times or specific locations; he can become active at virtually anytime and
place and purchase products or services. The Internet is a relatively new medium for communication
and information exchange that has become present in our everyday life. The number of Internet users is
constantly increasing which also signifies that online purchasing is
increasing(Joineset,Scherer&Scheufele,2003).The rapid increase is explained by the growth in the use of
broadband technology combined with a change in consumer behaviour(Oppenheim&Ward,2006).

The Internet is considered a mass medium that provides the consumer with purchase characteristics as
no other medium. Certain characteristics are making it more convenient for the consumer, compared to
the traditional way of shopping, such as the ability to at anytime view and purchase products, visualise
their needs with products, and discuss products with other consumers (Joinetal.2003).Oppenheim and
Ward (2006) explain that the current primary reason people shop over the Internet is the convenience.
They also recognize that the previous primary reason for shopping online was price, which has now
changed to convenience.

Online shopping is the process consumers go through when they decide to shop on the Internet. The
Internet has developed into a “new” distribution channel (Hollensen,2004) and the evolution of this
channel ,e-commerce ,has been identified by Smith and Rupp(2003) to be the most significant
contribution of the information revolution. Using the Internet to shop online has become one of the
primary reasons to use the Internet, combined with searching for products and finding information
about them (Joinesetal.,2003).Smith and Rupp(2003) also state that the consumers have never had
access to so many suppliers and product/service opinions. Therefore, the Internet has developed to a
highly competitive market, where the competition over the consumer is fierce. In order to have an
impact on and retain consumers, in a competitive market, Constantinides (2004) stated that the first
step is to identify certain influencing aspects when purchasing online, these can be regarded as factors.
Problems:
At any given time there are millions of people online and each of them is a potential customer for a
company providing online sales. Due to the rapid development of the technologies surrounding the
Internet, accompany that is interested in selling products from its website will constantly have to search
for an edge in the fierce competition. Since there are so many potential consumers, it is of the out most
importance to be able to understand what the consumer wants and needs.

The importance of analysing and identifying factors that influence the consumer when he or she decides
to purchase on the Internet is vital. Since the Internet is a new medium for there have been new
demands set by the consumer. That is why it is crucial for the online retailers to know what influences
the online consumer.

Analysing consumer behaviour is not a new phenomenon. The renowned marketing expert Philip Kotler
has published several works on the topic of consumer behaviour theories. These theories have been
used for many years not only to understand the consumer, but also create a marketing strategy that will
attract the consumer efficiently. Hence, understanding and identifying the consumer is closely related to
the directions a company will take with their marketing strategy. These theories can also be applied to
identify the online consumer and to create certain consumer segments. However, some distinctions
must still be made when considering traditional consumer behaviour and online consumer behaviour.

Since online retailing is a new retailing medium and online consumer behaviour is diverse from
traditional consumer behaviour, one must identify what influences the online consumer. Analysing the
process that the online consumer goes through when deciding and making a purchase over the Internet
, shows some factors that consumers consider. These factors need to be identified and taken into
account by online retailers in order to satisfy consumer demands and compete in the online market. To
further understand how these factors influence different types of consumers, I must identify segments
which will enable us to make comparisons.

LIMITATIOS:

There are a number of factors influencing the online consumer. However, this research will try to
identify the main factors influencing the online consumer and will, therefore, try to limit these to a few
in order to be able to investigate the effect on the online consumer. Within the field of consumer
behaviour there are many theories and models that identify the consumer. This research will limit itself
to identifying the consumer through his/her consumer characteristics and the consumer buying process.
Consumer behaviour differs depending on what product or service is bought. Hence, different factors
are of different importance to consumers depending on the product or service. Therefore this research
will limit itself to since this is the product that is most widely bought on the Internet. This seemed to be
the most appropriate choice considering the limitations in both time and resources.
 OBJECTIVE
To identify the impact of demographic factor impacting online shopping
behaviors of consumer

Methodology
For the above mention purpose, structured questionnaire was
prepared, and the survey was conducted on all level Consumer survey
of two-wheeler in Kalyani area during March to May 2019 to assess the
various motivation factors. Analysis included graphical representation,
of data through pie chart, bar diagram, column diagram.

FINDINGS
Only educated peoples interested to use online shopping platforms,
non educated peoples are not interested because a lack of knowledge
about online shopping. Most of the students and service peoples using
online shopping application for purchasing purpose, it’s easy for them.
 RESEARCH METHODOLOGY

Primary Data:
The primary data collected through questionnaire from city of badkulla,
the questionnaire was pre-designed and pre-tested administered.

Secondary Data:
Secondary data was collected through various publications of books,
magazines, annual report, newspapers and websites.

Sample Design:
A total of 17 existing customers were randomly selected from the city
of badkulla. All these findings and conclusions are basically drawn from
the questionnaires, which were filled by the respondents in person.
 ANALYSIS

The age of the respondents was considered and categorized as, 21 years age to 34 years. The total
numbers of respondents were 15.
As per our study, majority of respondent are female as compared to
male.

As per the survey above 93% response are students and 7% response is
doing service.
As per the survey result I got that only educated people using online
shopping application, where 68.8% peoples are doing post graduation
and 31.3% peoples doing graduation course.

Most of the response are search many website before online shopping,
where 43.8% responses search at last three times, 31.3% responses
search at last two times and 12.5% response search five times
As per the survey result 25% responses visit once in a month, 18.8%
visit once in a week, 18.8% visit once in a day, 18.8% visit once in a two
day, 18.8 % once in a six month.

All of the response is using mobile phones for the online shopping.
10 responses from survey fully agree about facebook, 1 is fully
disagreeing and 5 responses is neither agreeing nor disagree.
9 responses from survey fully agree about instagram, 5 is fully
disagreeing and 2 responses is neither agreeing nor disagree.
13 responses from survey fully agree about YouTube, 1 is fully
disagreeing and 2 responses is neither agreeing nor disagree.
For this six responds give 5 out of 5 ,and three responds give 4 out 5
and three people give 3 out of 5 and 4 people give 1 out of 5.
For this six responds give 5 out of 5 ,and four responds give 4 out 5 and
one people give 3 out of 5 and three people give 1 out of 5.

For this five responds give 5 out of 5 ,and three responds give 4 out 5
and one people give 3 out of 5 and three people give 1 out of 5.
For this six responds give 5 out of 5 , two responds give 4 out 5 and one
people give 3 out of 5 and two people give 1 out of 5.

Here five responses give 5 out of 5, two responses give 4 out of 5, and
four responses are gives 3 out of 5 and 4 responses give 1out of 5
Here one response gives 5 out of 5, three responses give 4 out of 5,
and two responses are gives 3 out of 5 and five responses give 1out of 5

Here seven responses give 5 out of 5, three responses give 4 out of 5

and three responses are gives 3 out of 5 and one responses give 1out of
5
Here three responses give 5 out of 5, three responses give 4 out of 5
and two responses are gives 3 out of 5 and one responses give 1out of
5

Here five responses give 5 out of 5, four responses give 4 out of 5 and
one responses are gives 3 out of 5 and three responses give 1out of 5
Here two responses give 5 out of 5, three responses give 4 out of 5 and
six responses are gives 3 out of 5 and one responses give 1out of 5

Here seven responses give 5 out of 5, three responses give 4 out of 5

and three responses are gives 3 out of 5 and one responses give 1out of
5
Here five responses give 5 out of 5, four responses give 4 out of 5 and
three responses are gives 3 out of 5 and one responses give 1out of 5

Here four responses give 5 out of 5, seven responses give 4 out of 5 and
one responses are gives 3 out of 5 and one responses give 1out of 5
Here one response gives 5 out of 5, two responses give 4 out of 5 and
five responses are gives 3 out of 5 and four responses give 1out of 5

Here four responses give 5 out of 5, five responses give 4 out of 5 and
two responses are gives 3 out of 5 and one responses give 1out of 5
Here five responses give 5 out of 5, one responses give 4 out of 5 and
four responses are gives 3 out of 5 and one responses give 1out of 5

Here eight responses give 5 out of 5, three responses give 4 out of 5

and four responses are gives 3 out of 5 and one responses give 1out of
5
 Here six responses give 5 out of 5, five responses give 4 out of 5 and
two responses give 1out of 5

Here four responses give 5 out of 5, four responses give 4 out of 5 and
three responses are gives 3 out of 5 and one responses give 1out of 5
For this one responds give 5 out of 5 , four responds give 4 out 5 and
three people give 3 out of 5 and two people give 2 out of 5 ,four
respond give 1 out of 5.

For this two responds give 5 out of 5 , two responds give 4 out 5 and
four people give 3 out of 5 and three people give 2 out of 5 ,three
respond give 1 out of 5.

For this one responds give 5 out of 5 , two responds give 4 out 5 and
six people give 3 out of 5 and one people give 2 out of 5 ,four respond
give 1 out of 5.
 For this one responds give 5 out of 5 , three responds give 4 out 5 and
six people give 3 out of 5 and one people give 2 out of 5 ,two respond
give 1 out of 5.

For this one responds give 5 out of 5 four responds give 4 out 5 and
five people give 3 out of 5 and three people give 2 out of 5 ,one
respond give 1 out of 5.
 For this one responds give 5 out of 5 three responds give 4 out 5 and
six people give 3 out of 5 and two people give 2 out of 5 ,two respond
give 1 out of 5.
 CONCLUSION
When a consumer purchases a online, he or she is affected by
various factors. The main influencing factors have been
identified as Price, Trust, and Convenience. The Price factor
exists because prices are often lower on Internet stores
compared to physical stores due to lower costs. Purchasing a
online can greatly benefit the consumer in terms of
convenience and saving money. It is also convenient to shop on
various sites with different assortments, from the home. Trust
is evidently needed since the consumer must share detailed
personal and financial information when purchasing a online.
These types of data include the full name, delivery address and
credit card number for example, which makes Trust an
important factor.
.

Thank you