A project report on

“IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOUR”

Submitted to
J.C. BOSE UNIVERSITY OF SCIENCE & TECHNOLOGY, YMCA,
FARIDABAD, HARYANA

Submitted in partial fulfillment of the requirements for the award of the degree

Of Master of Business Administration

(2018-20)

Submitted by,

POOJA MATHUR

(MBA-II-046-2K18)

Under the Guidance Of

Ms. JYOTSANA CHAWLA

Department of Management Studies

J.C. Bose University of science & technology, YMCA,
Faridabad, Haryana
 ACKNOWLEDGEMENT

I would like to express my gratitude with deep sense of reverence to faculty guide Dr. Jyotsana chawla.
It would have been difficult to go through this report without her help. She not only helped me in collecting data
but also supported me with her valuable knowledge and experience in the successful completion of this report.

I am also thankful to my parents. Their support, inspiration and personal guidance created my mindset to
comfortably prepare and complete this report successfully.

[POOJA MATHUR]
MBA-II-046-2k18
 CERTIFICATE

This is to certify the research Project titled “A STUDY ON IMPACT OF DIGITAL MARKETING ON
CONSUMER BUYING BEHAVIOUR” submit by Pooja Mathur , roll no. MBA-II-046-2K18 to “J.C. Bose
University of Science and Technology, YMCA Faridabad” for the award of the degree of master of business
administration (specialization in marketing management and supply chain management) is carried out by her
under my supervision.

Dr. JYOTSANA CHAWLA

Department of Management Studies
 DECLARATION

I, Pooja Mathur hereby declare that the work which is being presented in the project report entitled “A Study on
Impact of digital marketing on consumer buying behavior ” in the partial fulfillment of the award of Master of
Business Administration of “J.C Bose University Science and Technology Faridabad” is my original work and the
same has not been submitted for the award of any other Degree/Diploma/Fellowship or other similar titles or
prizes .

(Pooja Mathur)
MBA-II-B-2018
 ABSTRACT

In the highly competitive market and technology advancement with the usage of internet it has shifted the

traditional market to digital marketing strategies. Digital marketing grab wide area and in the highly competitive

market it involve exploring business model using digital technologies which reduces cost and expand business

globally. Today digital marketing have a greater scope of expanding their business in the future as customers are

much more satisfied by doing online shopping as they find digital marketing much more safer than traditional

marketing. Digital marketing provide opportunity to the customers to have a look on the information of the

product provided by the company and can be able to do comparison accordingly, so that they are able to enjoy

right to choice and can place order at any time 24*7 at any place. With the updated technologies and increase in

the usage of internet engagement, interconnectivity of consumers is increasing day by day as a result of which

consumer behavior changed and organization should understand the behavior of consumer. These research studies

analyze the impact of digital marketing on consumer buying behavior. As a result digital marketing have positive

impact on consumer buying behavior, traditional marketing soon should be shifted to digital marketing
 INDEX
SR. NO. CONTENT PAGE
NO.
CHAPTER 1. INTRODUCTION
1. INTRODUCTION
2. PROBLEM OF THE STUDY
3. OBJECTIVE OF THE STUDY
4. SIGNIFICANCE OF THE STUDY 16
CHAPTER 2. LITERATURE REVIEW
5. LITERATURE REVIEW
6. INDUSTRIAL PROFILE
CHAPTER 3. RESEARCH METHODOLOGY
7. METHODOLOGY
8. LIMITATION
CHAPTER 4. DATA ANALYSIS AND INTERPRETATION
 CHAPTER 1

INTRODUCTION
 INTRODUCTION

Online Marketing, also known as digital marketing, web marketing, internet marketing, or e-
marketing is the marketing of products or services over the Internet. Internet marketing is
sometimes considered to be broad in scope because it not only refers to marketing on the
Internet, but also includes marketing done via e-mail and wireless media. Management of
digital customer data and electronic customer relationship management (ECRM) systems are
also often grouped together under internet marketing.
Clearly, marketers are adding on-line channels to find, reach, communicate, and sell. I-
marketing has at least five great advantages. First, both small and large firms can afford it.
Second, there is no real limit on advertising space, in contrast to print and broadcast media.
Third, information access and retrieval are fast, compared to overnight mail and even fax.
Fourth, the site can be visited by anyone from any place in the world. Fifth, shopping can be
done privately and swiftly.
Even before the Internet there were many different ways to advertise, in different media such
as radio, TV, newspapers, magazines, as well as via telemarketing or pamphlets. Usually the
goal was to get a company- and/or product name, a statement etc. communicated to as many
people as possible for the smallest price possible.
When the Internet arose, a number of search options became available. Companies had the
option to advertise themselves on a larger scale. Due to advertising perception at the time,
many businesses were assumed to have great value, and thus traded on the stock exchange at
extraordinary high rates. This collapsed in 2001 at what is commonly known as the dot-com
bubble.
After the dotcom collapse, the Internet was almost disregarded because of many failing
website-based businesses that had expectation to the market and assumptions about
consumers. However, both consumers and companies continued exploring online options.
Soon more substantial business models emerged; search advertising1 and e-commerce were
the new possibilities. Enhancements in targeting advertising, and understanding how websites
maintain visitors, became relevant. Researching consumer‘s behavior and buying patterns
online began to interest scholars.
Due to the technologies available today, as well as broadband implementations in most
homes, advertisers are able to make massive leaps and create global campaigns (become
globalised in just a few minutes). Leaps that will be more obvious as a new generation of
professionals take control.
So, let us face the facts: The Internet is no longer a medium of “new economy”, and “e-
business” as a term has rather been rendered obsolete. The Internet is used in any and all
industries, as a branding and marketing tool, as an internal communication tool, and as the
start of most business transactions. Today companies use the Internet as one of the most
powerful tools in a big number of ways. The Internet has unlocked a large number of search
options and new ways of highlighting the important aspects of any item. Thus marketing has
been redefined via the Internet, and given even small businesses a chance to promote and
brand their products on a larger scale. The Internet has therefore experienced enormous
growth in online advertising, since its inception in the early 1990‘s. It is still however
executed in the usual one-way-communication, as it has al- ways been done. Success stories
in advertising are easy to find: Amazon is using their
Customers to market products to others via the “other buyers, who looked at this, also looked
at this”. Coca Cola are storytelling via the Internet, MasterCard use humorous clips, and
through that viral marketing. But are all companies aware of the possibilities, and do they use
them?
We live in a world of connectivity; the number of mobiles phone subscriptions in Denmark
outnumbers the number of inhabitants. The number of text messages increases year-by- year,
email and instant messenger programs set records each year. All of which points out that
people are in need of being in contact with others. When the Internet connects people across
oceans and continents, dating services, networking pages and blogs, forums and chat rooms
are increasing every minute, are the companies aware of the consumers‘ need to be connected
and be part of a dialogue?
Are companies adopting the interaction approach to their advertising concepts?

Getting the user to feel like part of the company will create not only happy customers, but
ambassadors, that will promote the company and its products even further. Most people do
not leave their home without their mobile phone, they are scared to miss any- thing, and want
people to be able to reach them for an opinion. Customers are jumping on the chance to be
heard in large audiences.
 Skill level

The topics in this guide are suitable for anyone who has basic PC knowledge.

Terminology

Term Explanati
on
Opt-in Opt-in is a term used to describe a way of getting details from a
potential customer to subscribe to a particular service. They de-
cide they want to get details you offer so they Opt-in. For example,
sign up to a newsletter.

Inbound
You attract customer to you rather than broadcasting your mes-
Marketing
sage.

You promote your products and services directly to potential cus-

Outbound tomers. For example, advertising is outbound marketing.
Marketing

On your website a call to action is something that requests a visitor

Call to action
to do something. For example- ‗Subscribe Now‘ is a call to action.
Inbound versus Outbound Marketing

Outbound marketing was typically the traditional approach to market your business and this
was known as interruption based marketing. This is where you broadcast your message
through advertising and other mediums and try to grab the attention of the user. When
consumers are bombarded with on average 3,000 messages a day you can understand why
this form of marketing is becoming increasingly difficult. It certainly still works in some
cases (for example, it can be very effective with Google advertising) but there are now other
ways that can be more effective.

Inbound marketing is where you provide something of value that attracts your customer to
come to you. When you attract that customer you try to build a relationship. After you build
the relationship you develop trust and this then allows you to sell your product or service to
them. This form of marketing although difficult to grasp is becoming increasingly effective.

A permission based approach such as this can also produce much better results because:

a. When you build a relationship within any client online or offline your chances of a sale
increase significantly. When you go into a sales meeting and fail to build rapport with the
potential customer it is difficult to get the sale. Online is now becoming very similar.

b. It‘s generally more cost effective. It does involve more of your time but there is less

expense.

c. Performance/return is relatively easy to track so you can adjust to get better results
Different Ways to Market your Business Online

This guide gives an overview of the different means to market your business online. It‘s not a
case of using everything in this guide for your business as you don‘t have an end- less amount
of time and budget but this guide will help you to identify the areas that can be effective for
your business.

The following diagram gives an overview of the type of areas we are talking about.

Before deciding which methods of online marketing tools you are going to use you need to
allocate time for the following:

• Research – The initial research is to figure out what other people are doing and what is
working or not working. You will not necessarily copy other people but you may take some
guidance when coming up with your unique plan.

• Strategy – You need to define a clear effective strategy. It‘s very easy to waste time and
money on internet marketing, a clear strategy will help with this. How are you going
to attract potential customers, how are you going to engage them, how are you going to keep
in touch with them and how are you going to convert them.

• Branding – Branding is becoming increasingly important in the online world. What

message are you giving out online? Are you an approachable company? Is your information
clear and compelling? What‘s unique about your offering? Branding consistency is
extremely important in how you communicate, what you communicate and how it looks. For
example, always ensure the tools you use online to communicate with your customers have
the same look and feel as your website wherever possible.

• Content – You need to have a clear content strategy. What content are you going to provide
that will add value, what will be of interest to potential customers.

The following gives a breakdown of the key forms of Internet Marketing as outlined above.

Ty Explanati
pe on
Search Engine This is process used to optimize your website so that it appears more
Op- timisation in goggle searches. For more information, see “Search engine
(SEO) optimization” page 10.

Social media marketing is marketing yourself through conversation

and engagement with your potential customers. For example, using
Social media
Facebok, Twitter, LinkedIn and so on.

E-mail marketing E-mail marketing is marketing yourself through delivery of e-mails

to current and potential clients. This could be in the form of
signatures on the e-mails (showing your Facebook address etc.),
news- letters, mailing lists and much more.
Online There are many forms of online advertising. Although advertising
Advertising through the likes of newspapers is not that effective, targeted
advertising online can be very effective. For example, if you
searching to buy a Canon camera and ad is directly relevant to this
then you don‘t view this as a bad thing. The advertisement is
directly related to what you are want.
 Affiliate marketing is where you get third party companies to pro-
Affiliate
mote your company with a commission paid for a lead or sale.
marketing
Your website is key internet marketing tool used to promote your
business online.
Website
PR can be a very effective tool for promoting your business and there
are many ways of doing this online.

Online PR
 Your Internet Marketing Questions Answered

What’s the difference between Internet Marketing and Digital Marketing?

There is no difference!

Why should I consider marketing on the Internet?

As more and more people spend time on line they are spending less time with traditional
media such as newspapers, TV, and so on. So it‘s becoming increasingly difficult to tar- get
your audience using traditional channels. Internet Marketing is typically cheaper and a more
effective method of targeting your potential customers. Advertising online as op- posed to
offline is also easier to track to see its effectiveness.

What is viral marketing?

Viral marketing is where you communicate a message to someone and they share out this
message to their personal and business networks, who in turn share it out to their networks,
and so on. The more people that share and pass on your message the more chance your
message has of becoming viral. There are various techniques that can be used to get this
message shared out.

What is social media all about?

People are joining social networks such as Facebook. They are now starting to use these
social networks more and more to find out recommendations about products and ser- vices
from their friends, sharing out information about their trips and experiences, and promote
companies they really like. Tapping into this can be very powerful.

What is a smart phone?

A smart phone is a phone that contains more than just call receiving and answering
functionality. It would typically have an internet browser which allows you to get access to
websites. Increasingly people have smart phones such as an iphone and this means you will
need to make sure that your website works on these types of devices.
 Where is it all going?

This is very difficult to know because online is moving at such a fast pace, however, one
thing for sure is that the traditional methods of broadcasting your advertising message to a
consumer is going to continue to have difficulty. That‘s why newspapers and TV will have
to change their revenue models because their advertising revenue will continue to decline.
A lot of social media is about networking online and this will certainly increase. The tools
will change but people networking online will continue to grow.

Do I have to spend lots of time online sending messages through Twitter,

updating my Facebook page, writing blogs, etc.?

It is true that although a lot of the tools you use online are free you still have to invest
time in engaging and communicating with your customers and potential customers.
 Search Engine Optimization

Search engines such as Google and Bing (Microsoft‘s competing search engine to Google)
index content and try to display the most relevant information to users when they per- form a
search. The search engine optimization process is about ensuring that the search engines give
priority to your web pages over other competing pages and there are many techniques for
doing this.

For more in-depth information on Search Engine Optimization and how to apply it to your
website, see the “Search Engine Optimization (SEO)” training guide which is part of

On Page Optimization On page optimization is the process of optimizing the content with- in
the web page to ensure that Google indexes it according to how you want to be indexed.
Google goes through your page to see what you have outlined what this page is about and
then it goes through all the content to figure out if it agrees with this. It‘s important for
Google to index content in a way that makes the most sense.

For example, if you had a restaurant in Dublin and you wanted it to appear high on rankings
within Google when someone typed in “restaurant Dublin ‘then you would optimize at least
one page on these keywords”. This means the name of the optimized page would contain the
words ‗restaurant Dublin‘, the title of the post could include this and any de- tails displayed
could display information related to restaurants around Dublin.

Off page optimization when somebody links to your website, that is like someone giving you
a vote for an election. The more relevant votes you get the better. So Google checks to see
who is linking to you and what words they are using to link to you. You need to get important
web pages to link to you using the keywords you want to get indexed on. It is much better to
get 10 links from 10 important and relevant websites (e.g. getting a link from Failte Ireland
would be an important and relevant link) rather than links from 1,000 poor quality sites.
 Social Media

Social media is very simple. It‘s really about people networking online and how you
communicate with people online. People are networking online with a range of different tools
such as LinkedIn, Facebook, and Twitter. As people spend more time on social net- works
they are starting to recommend products and services, share out information on their holidays,
trips, products purchased and much more. There are many ways of taking advantage of this
and generating sales.

For more detailed information on Social Media and the many tools you can use, see the range
of social media training guides that are part of this series of guides. A full list can be found in
the section ―Related Guides in the Series‖ at the end of this guide.

Twitter

Twitter is the answer to the question ‗what are you doing now‘. It allows you to create a text
like message of up to 140 characters through a PC or on your phone and send it to your
followers. It‘s a mix of business and social. You could be at home communicating what you
are doing or in work.

It can be a very useful tool to market your message to a lot of people at the same time very
quickly. It can also be used to find out if people are actively looking for your ser- vices. For
example, recently I searched for ‗recommend restaurant dublin‘ and within 1 hour of me
submitting this somebody was looking for a restaurant in Dublin. So it can be very useful,
however, until you master the tool it can be very time consuming to use.

LinkedIn

LinkedIn is a business networking tool with over 150 million users worldwide and over
60% of them are considered influencers or decision makers. You create
your personal profile (similar to a CV) on the site and then network with
other people. One big advantage with LinkedIn is that when you connect
with someone through the site they become part of your network and you are made aware of
who is in their network. This

Facebook
Face book is a social network with over 800 million users and is ideal for companies in the
tourism industry to promote their business. You can create a personal profile to connect with
your friends and a business page to connect with your customers.

Google+

Google+ is a business social network developed by Google. It‘s relatively new but it‘s
marketing through your business page you can communicate directly to your fans of that
page .growing quite fast. You can have a personal and a business profile similar to Face book
but at the moment it’s ‘more suitable for business networking.

Blogging A blog is basically a set of online articles normally displayed through your web-
site. When you write an article you want people to read this content and share it out. If this
doesn‘t happen it can still be very advantageous to keep a blog because it gives Google extra
pages to index. Every time you create a new post that‘s fresh content for Google to index so it
really likes blogs.

Social Bookmarking

A bookmark is a way of keeping track of sites you went to before that you might want to go
back to. Social bookmarking allows you to share out the information on the sites you have
bookmarked to your friends and of course they can do the same.

Podcasting A podcast is a series of files, in either an audio and/or video format that can be
downloaded and listened to or viewed at a later stage. For example, a radio station could
produce a podcast of a show they run so that people that missed the show can come to their
website and download it to listen to it at their leisure.

Video

There are many online video sites that can be used to market your business. Video can be a
very effective tool and as Google really likes video it is more likely to appear in search
results. YouTube is the biggest video sharing site and is also one of the biggest search
engines as so many people search for content through YouTube.
 Alerting Applications

There are applications available on the web that allow you to monitor what people are saying
on the internet about your product, service or even your competitors. It‘s important to Listen
to these conversations and join in if it‘s useful. For example, Google have a free alerting
application called Google Alerts (www.google.ie/alerts). With this application you can enter
in what you want to be alerted about and each day Google will e-mail you with details of
where on the Internet somebody mentioned these phrases. For example, if you want to be
alerted if your hotel name was mentioned on the Internet you could create an alert for the
hotel name. When your name is mentioned Google will send you an e-mail with a link to a
web page to where your hotel name was mentioned.
 E-mail marketing

Although there is a lot of talk about social media, e-mail is still the primary form of online
communication for a lot of people. This may change in years to come as social media be-
comes more important but at the moment e-mail marketing is still quite effective at keeping
in touch.

For items such as newsletters there are many cost effective tools available that will help
manage this process and most of these tools will allow you to customize the look of the
newsletter so that it is consistent with your brand. For example, Mail Chimp allows you to
fully customize the look and feel of the newsletter. It also lets you monitor statistics such as
who is opening your newsletter, who deleted it, who clicked on a link and went to your
website.

This is extremely important information to monitor as you want to continuously tweak your
newsletter to make it more effective. If you find that people are more engaged with any
particular type of information you provide then provide a lot more of it.

Your newsletters should have the following characteristics

• Branding consistency – Make sure it follows your branding guidelines.

• Clear call to action – When you send out a newsletter you want people to take action. For
example, if you have any special deal make sure you have a clearly visible way of a potential
customer availing of this offer (e.g. Book Now!)

• Clean design – They say that people make a judgment on design in less than 1/20th of a
second. If your newsletter doesn‘t look professional you are facing a real uphill battle.

• Relevant, short, interesting – Be considerate of the time pressures that people are un- der.
Keep the information relevant and short with very interesting catchy titles. If they want to
read more information, give them the option but don‘t provide too much content up front.
They don‘t have time to read everything so they will skim through the content and pick out
what is relevant to them. How many people read your entire newsletter? Very, very few.
• Regular – People like consistency to what you do, so if you decide that you are going to
send a newsletter every month make sure you deliver it every month like clockwork.

Do not automatically subscribe anybody to a newsletter. This should be an “Opt-In’ process

where people decide they want to see your content and opt-in to receive it”. It is just annoying
for a person to be put on a newsletter they didn‘t subscribe to and if they consider this as spam
(unwanted online communication) they can report you.

There are other forms of e-mail communication such as people just signing up to a mailing
list, however, the guidelines for a newsletter still apply.

For more in-depth information on Email Marketing and the many tools and techniques you
can use in an effective email marketing campaign, see the ―Email Marketing‖ training guide
which is part of this series of guides.
 Online Advertising

Although permission based marketing (e.g. social media) is growing and advertisements are
not as appealing as they were, targeted online advertising can still be very effective. The
following gives an outline of some of the most popular ways of advertising your products
online.

Google Ad Words

When you do a search on Google you generally see advertisements to the right hand side of
the search and sponsored advertisements across the top.
Companies are paying for these advertisements based on a cost per click or cost per
impression basis.

• Cost per click — this means that you pay when somebody clicks on the advertisement but
you don‘t pay for it to be displayed.

• Cost per impression — this means you pay an amount every time the advertisement is

displayed 1,000 times irrespective of whether someone clicks on the advertisement or not.

When you create an advertisement you decide when the advertisement will appear and this is
based on matching up with keywords that people use for searching. So if you sell boating
tours on the Shannon you might want your advertisement to appear when somebody searches
‗boating tour Shannon‘. The price of this advertisement is based on an
and want advertisements based on this.

There are many other factors that Google also take into account when pricing the adver-
tisement. For example, it assigns a quality score to your advertisement. If your quality score
is high then your advertisement cost could be lower compared to another competitor with a
similar ad with a lower quality score. The quality score is calculated using a variety of factors
and probably the most important is the click through rate. If your ad is displayed and nobody
clicks on it then your click through rate is 0. Google now thinks you ad is not relevant so
penalizes you for this.

Your advertisement can be displayed on Google searches but it can also be displayed on
partner websites that work with Google. This is known as the content network.

For more in-depth information on using Google Ad words, see the ―Using auction so it is
more expensive if there are a lot of companies that are also interested in these keywords
Google Ad ward training guide which is part of this series of guides.

Banner Advertisements

A banner advertisement is an advertisement that appears on the website that is clickable.

When you click on the advertisement you are brought to the website for the company that is
paying for the advertisement. Here is an example of a banner advertisement on the RTE
website.

Typically the banner advertisement would be graphical and you pay on a pay per click or pay
per impression basis.

Face book Advertising

In Face book you can run targeted advertising based on a cost per click or cost per im-
pression basis. The big advantage with Face book is that you can target in on exactly who you
want to see the advertisements. For example, if you ran an adventure centre and the typical
profile of a customer is a male between 30 and 45 that live in Dublin you could just advertise
to them. When they login to Face book they see these advertisements on the right hand part of
the screen.
 Affiliate Marketing

Affiliate marketing is where you use other websites to help drive traffic to your website. The
source of the traffic is called the affiliate. The affiliate then gets payment for driving this
traffic depending on the result. For example, the affiliate may only get paid if they drive
traffic to your website and this ends up in a sale.

There are many forms of affiliate marketing and sometimes these cross over with other forms
of advertising. Here are some examples:

• You write a blog post about a hotel you stayed in and the link to the hotel is an affiliate
link. So if you go to the hotel and book a room then the source of this traffic will get paid an
amount.

• You send an e-mail newsletter and include an affiliate link in this content.
 Website

Your website is a key internet marketing tool where you can promote your business and sell
your products and services. When you do all your work with other forms of online promotion
and drive traffic back to your website you want to convert this traffic. If this is not a sale then
at a minimum you need to capture their details so that you can continue to market to them.

So the design of your website is very important. You want it to look professional to follow all
the appropriate usability guidelines and you want it to produce business. A key term on a
website is a call to action” and this is what you want the visitor to do. For example “Book
Now ‘is a call to action to make a booking. If they are not ready to book now maybe you‘ll
provide another call to action to sign up to a newsletter or become a fan on Face book. At
least then you‘ll have another opportunity to market to them.

There are many websites out there that are just brochure websites. They tell us how good the
company is and all the great services they provide but that is not enough any- more. You need
to provide some value to people arriving at your site. Think about what information you can
provide that will help them make a decision about booking a room at your hotel, a table at
your restaurant, or an activity at your adventure centre. Don‘t think about how you can
promote your business. If they are booking a hotel let them know what other people have said
about the hotel, let them know all the facilities nearby and provide them with a video where
they really get a feel for what the place is like. Recommendations from other people are
extremely important online.

For more information on how to get the most out of your website through the use of an
effective layout and design, calls to action, and many more, see the training guide ―Getting
the Most from Your Website‖ which is part of this series of guides.
 Online PR

PR is a very effective tool for promoting your business and there are many ways of achieving
this. The following gives some examples:

• Irishpressreleases.com – This is a site that the press monitor for any Irish press releases so
if you‘ve got something interesting to say, say it here!

• Guest Blog Post – Instead of you writing a blog post (article online) on your own website,
why not find another popular blog that is related to your business and write a post for them.
That is good PR for you and you can also provide a link back to your website that helps with
your rankings on the search engines.

• Article writing – There are many sites online that allow you to write articles and these

articles are read and distributed by many people.

 Other Forms of Internet Marketing

Internet Marketing contains a lot of different areas and it is continuously changing. The
following are some newer forms of internet marketing you may come across.

Location Based Check-ins there are many sites (e.g. Foursquare, Face book places) that are
providing the ability for people to check in to any location they are. When they check in they
see who else is checked in, what there is to do in an area, and much more.

Mobile Marketing The mobile device has become increasingly popular over the last few
years and with a mobile being with you 24 hours a day 7 days a week it‘s not something to
ignore. There are lots of new and innovative ways of using the mobile to promote your
products and services. For example:

• Mobile Applications – You can then develop mobile specific applications (e.g. iPhone Ap-
plications) that can run on the mobile and can be used to promote your service. For ex- ample
if you run a hotel in Kerry maybe you‘ll have an application for tourists which shows you
where to go and what do to.

• Mobile website – Your website can be a very effective marketing tool but does it work on
the mobile device? Make sure it does!

• Mobile location based services – Increasingly people will use their mobile device to see
what‘s going on in the area, what activities are running to-day etc. It will be important to be
part of this conversation.
 The Future of Internet Marketing

Where this is all going is hard to predict because it is moving so quickly but we can see that
broadband access is increasing, mobile device usage is increasing and social net- working is
increasing. So that just means more people spending more time online and everybody having
access to the internet.

17 Prediction about the future of internet marketing

I‘ve listed 17 trends I‘m seeing in the “internet marketing” world. Internet marketing (also
called “make money online”) is one of the more monied niches online, and as a result it‘s
also one of the most innovative. Many products in niches like “productivity” or “passion‖ or
“blogging” or “lifestyle design” and countless others are, at the core, internet market- ing
products as well.

1. Your customer’s track record will become more important than yours. More than

ever before, you need to have a home run answer to the question how much money do
you make and what have you done? That‘s just the beginning, in the coming years it‘ll
matter even more how your customers are faring.

2. Niche specific tool sets will be huge. Suites of online tools that empower entre-

preneurs will no longer require massive scale to develop, so it‘ll be much easier (and
more profitable) to create custom or white labeled tools to fit niche com- munities.

3. Expensive eBooks are dead. I‘m sorry. Stop writing that $97 eBook right now. It‘s

not going to work out. Build a real product, then consider the eBook as a marketing
tool, if necessary.

4. Cultivated and proctored communities will start popping up everywhere. The

readers of the TMBA often cite “100 True Customers” as one of our most useful
articles. There you‘ll find a pretty clear plan for making $40,000 a year as a con- tent
producer. I think this approach will get utilized a lot more in the coming years.

5. $2,000 DVD training courses are dead. You know what I mean– they aren‘t dead,

they are like “Microsoft dead.” They‘ll continue to work for people with deep pockets
and for those who are in the game. If something like this is your idea of how you are
going to get a foothold in a market, I‘m on my way to bet against you.
6. Podcasting is the new blogging. Instead of starting a blog, start a podcast. Recently,

Pat Flynn reported the number of unique visitors to his blog was surpassed by the
number of podcast enclosure downloads of his podcast. (Balla Pat!) I‘m not
surprised…

7. Blogs will continue to be the most powerful brand building force new online

ventures have. They’ll also continue to be the most resource intensive. So it goes.
It‘s no wonder solopreneuers who use blog-marketing as a customer acquisition
strategy end up just being full time blog-marketers.

8. The market value of chops has never been higher. Podcasts as such powerful

marketing tools because even on the 3rd episode of a new podcast, you‘ll have an
immediate idea of how much you trust the speaker. You‘ll also have a clear idea of
how knowledgeable they are. If you don‘t have chops, don‘t worry, you‘ll just have to
buckle down and do some real work.

9. Personal freedom is slowly starting to be articulated as “personal sovereignty.”

That space will explode in the next 5 years. Get in while the getting is good.

10. Your customers will need to use your product and be successful for you to have a

sustainable online marketing business. I always thought it was dip shitty when
internet marketers feigned complaint that their customer implemented their product.”
Those conversations will go the way of the dodo. If your customers “don‘t
implement your product” you‘ll “go out of business.”

11. In-person events and training will explode. Events provide a ton of value, it‘s

cheaper to move around, and your target market has a more flexible income. Easy
call.

12. The daily podcast format will become prominent. James Shremko is already testing

it out (take a walk, listen to this episode, and tell me you don‘t run back home looking
for a notepad!). People will write me one year from now and ―hey you were right
about that daily podcast thing!‖

13. More and more, content will need to be delivered with high-level consult- ing. No

more $2,000 DVDs, instead I‘ll get on the phone with you once a week and walk you
through a deliverable. This is way better than some worksheet or video. Even Frank
Kern is doing it.

14. More 4th wave internet marketers will emerge. They will be selling you blog
networks, software suites, audiences, ad campaigns, e-commerce sites, niche
websites, blogs– you name it.
15. University educations will start to look more like internet marketing training,

and internet marketing training will start to look more like university
educations. They‘ll converge and find a middle ground in the coming decade.

16. If you want to start a blog about entrepreneurship or personal development and

you don’t have an angle that gets everyone in the room FREAKING PUMPED
and saying they’d buy products from such a publisher… don‘t do it. It‘s getting
harder. The good news is that it‘s easier to spend your energy on creating a great
premise than it is publishing blog posts into the inter-nether world.

17. Apprenticeship is back. We aren‘t all about internships anymore, but this next

decade will be.

 Opportunity for consumer & also for business rivals

Almost any digital marketer will tell you, increasing customer engagement and conversions

are their top priorities. Yet many of these professionals have still not tapped all of the
opportunities available to make this happen on their sites, leaving disconnect between what
they say and what they actually do.

Wondering what areas offer some of the greatest opportunities for digital marketers to see the
ROI of their efforts? What do they say their priorities are vs. what do they actually spend
their marketing budget on?

Hot off the presses are the results of the Adobe 2012 Digital Marketing Optimization Sur-
vey and a corresponding info graphic (see below) that uncover the top five areas that dig- ital
marketers should focus on to immediately improve conversion and return on their marketing
investments.
 responses from more than 1,700 digital marketers worldwide, spanning business- to-
consumer and business-to-business commerce companies across retail, finance, media, and
technology and consumer goods industries, reveal that:

Conversion Optimization needs to be given higher priority.

● Over 80 of respondents allocate 15 or less of their marketing budget to

opti- mization efforts – up only 1 from our 2009 survey.

Testing consumer engagement throughout the funnel is critical to optimization.

● But more than 50 of the respondents cited testing was still not a company
priority.

The search box is often the most-used area of a website.

● Yet fewer than 50 of respondents are optimizing on-site search

results. Marketers are not taking advantage of simple cross-sell or up-sell
opportunities.
● 38 of digital marketers surveyed do not provide any content or product rec- ommendations.
In the burgeoning areas of video, mobile and social, marketers seem to be on the right path:

● 61 of respondents are focusing on video in 2012 for helping drive conversion.
● 70 of respondents are focusing on social sharing as a top effective social
strategy.
● The top three mobile strategies marketers plan to focus on this year are mobile
optimized sites, mobile apps, and advertising promotions, including bar codes and QR
codes.

In evaluating this year‘s responses, the following Top 5 conversion opportunities emerged:

● Prioritize optimization across your organization as a strategic process – demonstrate

small conversion wins to gain support and buy-in for more ongoing optimization
efforts.

● Use a data-driven approach to optimization – leverage your analytics to better in-

form site search results, what content to test and to recommend and what areas to
focus on personalizing.

● Optimize conversion with video – offer more video content, whether it‘s created in-
house or created by your users. Both formats offer visitors with a way to en- gage
deeper with your brand and become more educated before deciding to click, purchase
or subscribe.

● Optimize social engagement – enable content sharing functionality within your

conversion funnel and test the placement and messaging of the calls-to-action.

● Optimize for all mobile channels – make sure that your tablet experience is laid out
for that particular audience and the way they prefer to shop or consume con- tent.
Your approach for Smartphone users will also be distinct.
 Measuring website conservation

Conversion metrics are among the most important indicators to measure and monitor.
Conversion rates are easy to measure and can be improved by fine-tuning your website; thus
every online business should watch these numbers and have Plan B ready in case key
conversion rates suddenly plunge.

When you measure conversions you are also looking at abandonment the visitors who got
away. Maybe they intended to complete an action but were frustrated during the process and
bailed out. Industry average conversion rates hover around 3 percent. This means only 3 out
of 100 visitors complete an intended action.

What conversion rates should you measure? There are three basic processes that can be
measured for conversion versus abandonment:

● Activities that lead to an acquisition.

● Activities that lead to gathering important data.
● Activities that direct visitor to information that reduces your operational costs (e.g.,
fewer calls to your tech support group).

Each activity should subtly be directing the visitor toward conversion. Before any further
analysis can be done, it is important you can identify (1) which processes on your website are
candidates for measurement, and (2) how your web analytics solution will achieve these
analyses. Ask yourself the following questions when deciding which processes to measure.
Yes answers indicate that the process is a good one to measure.

● Can visitors contact you if they have difficulty with the process?
● Will you be able to collect the appropriate data when visitors complete the process so
that you can retain them in the future?
● If visitors have difficulty on your site, can they complete a similar process on a
competitor site?

Before going into the details of conversion metrics, it is important to note that you are dealing
with two types of conversions, your website conversions and your marketing campaign
conversions.
 Website Conversions

Once you have decided which site-wide processes to measure and how to measure them, the
following metrics can help you understand visitor success or failure:

● Home to purchase – abandonment rate for visitors going through sales path.
● Search to purchase – abandonment rate for visitors coming from site search.
● Special offer to purchase – effect of various merchandising and pricing options.
● Lead generation –abandonment rate when personal data is requested.
Marketing Campaign Conversions
It is important to measure the effect of marketing campaigns on your website traffic. The
following metrics are specific to marketing campaigns aimed at driving traffic to your site.

● Campaign conversion rate – effect of traffic from specific campaigns.

● Cost-per-conversion – cost effectiveness for specific campaigns.
● Campaign ROI -- cost effectiveness for specific campaigns.
● Segment conversion rates – track conversion progress over time.
● Percent of orders from new and repeat customers – determines effectiveness of
marketing or customer retention programs.
● New and repeat customer conversion rates – helps understand barriers to online
purchases.
● Sales per visitor – measures marketing efficiency.

Below are the key indicators you should track regardless of business model:

● Conversion rates for any process that makes or saves money, or is critical to the
customer experience.
● Campaign conversion rate for current campaigns, or the most expensive campaigns if
too numerous.
● Cost-per-conversion for the campaigns you selected to monitor.
● Segment conversion rates for key or critical group conversions.
Below are the key indicators e-commerce sites should track:
● Site-wide conversion rate (all purchases to all visits or visitors)
● New and repeat site-wide customer conversion rates
● Percent of orders from new and returning customers
● Average order value, site-wide and for new and returning customers
● Sales per visitor (compare to site-wide conversion rate)
CHAPTER 2
LITERATURE REVIEW
With people becoming busy with their work and commitments, they are left out with only a
little spare time. In addition, with wide availability and usage of smart devices, people find
internet as the easiest medium to meet their requirements. This has given immense popularity
to online shopping sites in India; numerous online shopping websites are flaunting best
deals to lure buyers.

According to a recent survey, India ranks at position number three for shopping online and
using credit card for online transaction. Indian citizens are now third biggest users of credit
cards for making online purchases globally and they are next only to the citizens of Turkey
and Ireland. If you also want to make online purchases and want to know about the best
sources, you have visited the right place. Here you will find information about top online
shopping sites in India. The best list of online shopping sites along with brief reviews is
mentioned below:

Flipkart.com

Flipkart.com is the most popular of all Indian online shopping companies, offering genuine
products to people. They have huge stock of innumerable products like clothes, music,
electronics, books, health products, kid‘s toys and accessories, perfumes, games, movies,
home appliances, shoes, stationeries and many more things.

The shopping website offers great advantage of faster product delivery and free shipping on
ordered products for more than Rs.500. Customers also enjoy the privilege of exceptional
services like payment on delivery or ‗cash on delivery‘. They can also pay on a monthly
basis, as EMIs. In case any customer is not satisfied with the products, he or she can even
return them and get entire payment back. As one of the notable online shopping companies
in India, Flipkart also offers 30-day replacement policy. All types of Visa and Master Debit
or Credit cards are accepted to initiate the online transaction system.
Dedicated delivery partners of Flipkart take the responsibility for timely product delivery at
mentioned addresses.

Jabong.com

Jabong.com is certainly in the acclaimed list of online shopping websites in India. One of
the best customer support services I found in India. The online shopping website is highly
popular in offering best quality products of reputed brands. Customers can cater to a wide
variety of fashion apparel, footwear, accessories and even jewelleries. They have huge
collection of all mentioned items for women, kids and men.

The online shopping website strives best to offer highest shopping satisfaction over the
internet to all customers from a wide region. They even use cutting-edge technology on their
online shopping platform to make it swift for surfing through various product pages. In
addition, highly experienced support team provides exclusive service for consumers and tries
to solve almost all problems, if any situation demands.

Jabong.com is one of the fastest growing online shopping portals offering reliable, trendy
and stylish products according to taste of reigning period and fashion concerns of people.
They are highly popular as an online shopping portal offering best prices with exclusive
discount offers.

Myntra.com

A one-stop online shopping portal, myntra.com caters to fulfill all requirements pertaining to
lifestyle and fashion products. The company is counted in the list of online shopping sites
raging the country recently. They even offer variety of branded products through
the online shopping portal. They are primarily reasonable to make online consumers con-
scious about brand value of different products of daily utility.

From its introduction into the online business world, myntra is dealing in exclusive choices of
accessories, footwear, cosmetics and apparel from more than 500 reputed inter- national and
Indian brands. Notable among them are Biba, Adidas, Inc5, Puma, Nike, United Colors of
Benetton etc. The online shopping portal is reputed to offer more than 3000 styles of
products, fitting requirements of all valued consumers.

The customer support service and process of home delivery are one of the swiftest in the
business world. They are also one of the leading Indian online shopping companies offering
guaranteed 30-day free return of goods from doorsteps of consumers in case of
unsatisfactory service.

Snapdeal.com

Snapdeal.com started their online business platform in 2010 under the leadership of Rohit
Bansal and Kunal Bahl. Presently, they are placed at favorable positions on the list of online
shopping sites in India. They offer widest range of products – lifestyle, fashion apparel,
accessories, electronics, games, eateries, chocolates, grooming, books etc., for both men and
women.

The online shopping platform has their service in more than 50 cities across India and also
has a record 15 million registered users in the country. The website features more than 3000
brands – national, international and even less famous yet offering quality products. The
online store has more than 200 categories featuring more than 250000 products listed with
them. More than 25000 products are sold every day.

Snapdeal has close ties with reputed courier services that help in faster home delivery
process. They even offer free return policy of products, if they fail to meet the expectations of
customers. Unlike other Indian online shopping companies, they initiate complete refund
and even additional courier charges that the consumer bears, if any, while returning the
products in an undamaged and unused condition.
 Amazon.in

Amazon is one of the most reputed name in the world of online shopping for products like
eBooks, electronics and others items. The Amazon India website and it services are being
tweaked for India and its hugely growing online shoppers. Amazon. in is operated by Ama-
zon Seller Services Private Ltd, an affiliate of Amazon.com, Inc. is a Fortune 500 company
based in Seattle, which opened on the World Wide Web in July 1995; and today offers
Earth‘s Biggest Selection.

They are committed to ensure 100 Purchase Protection for your shopping done on Am-
azon.in so that you can benefit from a safe and secure online ordering experience, con-
venient electronic payments and cash on delivery, easy returns, Amazon‘s customer service
with 24×7 support, and a globally recognized and comprehensive purchase protection
provided by Amazon‘s A-to-Z Guarantee.

You can find this Fulfilled by Amamzon badge on many product pages. This specifies that
the Orders are eligible for FREE Delivery and can be placed using Cash on Delivery. It is
being mentioned by Amazon India that the orders which contains products worth Rs 499 or
more are only eligible for FREE delivery. In my opinion Amazon have introduced almost all
the practical, useful and cool facilities and features on its Indian counterpart. If you have
purchased from Amazon India, please share your experiences. You can also share your
feedback on the website.

eBay.in
The world‘s largest shopping mall on the Internet. eBay is an online marketplace, where
individuals and businesses come together to buy and sell almost anything.

You can find everything on eBay. Mobile phones, digital cameras iPods, t-shirts, shoes,
candles, furniture, jewellery, watches, handicrafts, kurtas, laptops, perfumes, computers,
microwave ovens, toys, baby products, weighing scales, and much more. There are many
ways to buy, so you can choose the format that is best for you. Make an instant purchase for
products at a fixed price with Buy It Now button. Bid using the exciting auction-style format
at the price you are willing to pay. If you are the highest bidder you get the item at your price.
If you can‘t find what you want, let sellers know – Post a Want It Now!

You can Buy and Sell with Confidence. eBay‘s Feedback system is very popular. Members
rate each other based on their experience during a transaction. This is the easiest way to check
a member‘s reputation before you trade with them. Using eBay‘s Buyer Protection Program,
eBay covers your purchases up to Rs. 50000* (for Paisa Pay transactions and up to Rs.
10,000 for non-Paisa Pay transactions. eBay‘s Dispute Resolution Center is also very well
known. They can help you resolve any issues with your trading partners.

Naaptol.com

Naaptol.com is one of the fastest growing top ecommerce sites in India. The company was
founded on 2008 under Manu Agarwal. Initially the company served as a search engine to
provide comparison of product prices and offer services for product research. A year later,
they emerged to be an online marketing platform and were able to create a furor in the
market. With plenty of items in store, like cameras, tablets, home appliances, mobiles and
others Naaptol saw a whopping turnover of more than Rs.10 crore in 2009-10.

One of the top ecommerce websites in India, Naaptol initiates faster delivery of all ordered
products. However they charge a small amount of shipping charges, based on the distance the
parcel is addressed. Naaptol also offers alluring points to online customers on ordering
different products, which can also be utilized to get attractive discounts at a
later stage. All products are genuine. Naaptol reserves the right to declare products eligible
for return and refund in case a dissatisfied consumer takes up the case with customer
representatives of the company over telephone within 2 days of receiving their orders.
 Homeshop18.com

Homeshop18.com is a popular online merchandise catering to fulfill major electronics and

household items for online consumers across major locations of the country. One of the most
popular online shopping companies in India, Homeshop18 even offers wide collection of
fashion apparel at high discounts. They showcase more than 1500 products under Indian and
even international brands. The company has close contractual ties with major courier service
providers to deliver ordered products across 3000 locations.

The online retail store has been a major attraction for consumers across the country due to
authenticity of products. They even offer pleasant visuals of products – including detailed
video graphic demonstrations and images from a wide range of angles.

The online shopping website even offers a wide range of payment option, including net
banking, online credit or debit card transaction and facility of cash-on-delivery.
Homeshop18.com, like most reputed Indian online shopping companies, even guarantee
100 money back offer, in case of consumer dissatisfaction and if the product is re-
turned unused and undamaged within 2-days of delivery.

ShopClues.com
A reputed online shopping retail website having headquarter in Gurgaon, Shopclues.com
maintains more than 12,000 merchants who are registered with the company. It is one of the
top ecommerce websites in India, which deals in more than 2 million products. They
guarantee authenticity of products, warranty and even ensure lowest price. They even have a
record of catering to more than 42 million online visitors. The company has even more than
350 registered employees across the country. They offer wide range of branded products to
consumers from every corner of the country.

Shopclues.com initiate free delivery services at the doorsteps of customers through reputed
courier services to nearly 10,000 cities across the country. They even initiate a 30-day return
guarantee if unable to meet customer satisfaction. One of the leading online shopping
companies in India, Shopclues.com accepts online payment through major credit and debit
cards, including net banking services. The online shopping website service employs more
than 400 personnel for effective handling of the business and is even funded by national
institutional investors.
 Firstcry.com

Firstcry.com is one of the top ecommerce websites in India that especially deal with kids and
baby care products. The site is mostly operating in Asia and deal with reputed Indian and
international brands. Kids and baby care products manufactured by reputed companies like
Hotwheels, Funskool, Ben10, Pigeon are available here. Other brands that have already tied
up with Firstcry.com are Barbie, Mee Mee, Disney, Pampers etc. At present, the sourcing
team of the site is working with more than 150 national and international vendors to provide
customers with exclusive range of products.
Owners of firstcry.com have recently launched another online shopping site, goodlife.com to retail life care
products manufactured by both national and international brands. Founders of this online trading site- Supam
Maheswari and Amitave Saha have lately raised a fund of $4 million from an equity company named SAIF
partners. At present, First cry is retailing more than 4000 items.
 CromaRetail.com

CromaRetail.com is one of the recognized top e-commerce websites in India dealing in

electronics and home appliances. This exclusive electronics mega online store include vast
collection of products categorized under varied sections such as phones, computers,
entertainment, home appliances, kitchen appliances, gaming, cameras and accessories. They
include products from leading manufacturers of different domains in the electronics and
appliance sectors.

CromaRetail.com, one of the notable online shopping companies in India even provide a
number of alluring offers with attractive discounts and deals on numerous occasions. All
products ordered online are delivered to desired destination within least possible time through
dedicated courier services.

Croma allows users to choose from more than six thousand products across diverse
categories. All products purchased from the online store enjoy a return policy within 15 days
of delivery. Moreover, well trained and knowledgeable advisors help users to make informed
purchasing decisions.

UNDERSTAND THE CONSUMER BUYING BEHAVIOUR OF INDIANS

As part of this internship, I have done a research to understand the consumer buying be-
haviour of Indians in the digital era. First, we can understand consumer buying behavior,
Kotler and Keller defined consumer buying behavior as “the study of the ways of buying and
disposing of goods, services, ideas or experiences of the individuals, groups and
organizations in order to satisfy their needs and wants‖.

The main motive behind this research is zero moments of truth (ZMOT) of Google. In 2012
Google done a research to understand the change in consumer buying behavior, for that they
have taken samples from U.S, Canada, Mexico, Argentina, Russia, France, Nether- lands,
Australia, Poland, Turkey and Brazil. After the research they arrived at a new concept called
‗ZMOT‘, which showing the big change in consumer buying behavior in the digital era.

In past years marketer believed that consumer get ‗two moments‘ to understand a brand.
Marketing efforts at that period will try to create stimulus in customers through
advertisements and this stimulus will lead customers toward ‗two moments‘. At that period
one model was coined by P&G in 2005 and CEO said "The best brands consistently win two
moments of truth. The first moment occurs at the store shelf, when a consumer decides
whether to buy one brand or another. The second occurs at home, when she us- es the brand
— and is delighted, or isn‘t."
 Sti Firs Se
mu t -
- Mo- co
lus me n
nt d
of
Let‘s see an example to understand how this model works. M
Tru
Stimulus is advertisement. Dad is watching a football game and sees an ad for digital
cameras. He thinks, ―That looks good.‖
o
t
First moment of Truth it will happen in the shopping Shelf. He goes to his favourite m
e
electronics store, where he sees a terrific stand- up display for that same digital cam- era. The
packaging is great. A young sales guy answers all his questions. He buys the camera.

Second moment of truth is Experience or Post Purchase behaviour. Dad gets home and
the camera records beautiful pictures of his kids, just as advertised. He becomes loyal to the
brand.

Later in 2012 Google coined a model and named it as ZMOT or Zero Moment of Truth.
Google coined this model through research of 5000 shoppers and asked them a simple
question, how many sources of information you will collect before making a purchase de-
cision? The survey revealed that the average shopper uses 10.4 sources of information,
ranging from TV commercials and magazine articles, to recommendations from friends and
family, to websites, ratings to blogs. ZMOT model of customer buying behaviour is like this.
 S First Se-
t Mo- con
i men d
m t of Mo
Trut me
u h nt
of
l Tru
u t

s
Let‘s take the pervious example; dad purchased the camera after see television ad. But now,
after seeing an ad dad will open his laptop and make a search or ask in social net- working
sites or visit company site or see customer rating before making an action. Then only first
moment of truth and second moment of truth will come. So presence in digital is important
for brands, they need to use this platform to convince customers.
In this ZMOT report Google is advising brands to go for multi-screen marketing. The rea-
son for this was ―77 of viewers use another device while they are watching TV‖. So if
brands go for multi- screen it will help to create efficient stimulus in customers.

This is main motive for doing this research; one more thing is there penetration of inter- net
in India. I already mentioned about penetration of Internet in India in this report.
 Chapter III

RESEARCH METHODOLOGY
 Research methodology

Research methodology is a way to systematically solve the research problem. It may be under
stood as a science of studying how research is done scientifically. It is a system and in-depth
study for any particular subject. Its purpose is to find out answer to ques- tions through the
application of scientific methods. It involves collection, analysis and in- terpretation of data.
It deals with the application and utilization of data.

Topic
The selected topic for the research is ―Understands the consumer buying behaviour of
Indian in digital era‖

Objectives of the study

Primary objective

⮚ The main objective of the study is to understand the consumer buying

journey in Digital era.

Secondary objectives

⮚ To know affinity in customers for collecting information before pur- chase.

⮚ To determine out the media, which is most important in creating stimu- lus
in Indians?

⮚ To understand the media consumption of Indians.

⮚ To figure out how Indian will purchase a product.

 ⮚ To understand post purchase behaviour of Indian

Scope
This study is useful for determining the consumer buying behaviour of Indians. It can
able to help brands to reach their target group through appropriate media. It will present an
idea to brands, based on where to invest in achieve their marketing objec- tives.

Universe
Universe means the total population available for the study. In this study, the universe
constitutes all Indian, who have online presences.

Sample
Sample means a representation of the whole universe by a small population. Samples for this
research are under Indian youth and young Indians, who come under 17 to 45 year age groups
and who have online presences.

Sample size
The number of sample units selected from the total population is called sample size. Sample
size selected for this study is 80. Among them 46 are males and 34 are fe- males.

Tools

Tools used for this research is an online questionnaire, which consist of 13 questions.
CHAPTER 4 DATA ANALYSIS

FREQUENCY DISTRIBUTION
4.1 DISTRIBUTION OF RESPONDENTS ON THE BASIS OF DEMOGRAPHIC
PROFILE

4.1.1 RESPONDENTS ON THE BASE OF GENDER

From the above table we can interpret that 57.5% are Male and 42.5 % are Female gender.
4.1.2 Respondent on the basis of age.

4.1.3 Respondent on the basis of qualification

4.1.4 Respondent on the basis of income
FREQUENCY DISTRIBUTION

4.2 DISTRIBUTION OF RESPONDENTS ON THE BASIS OF IMPACT OF DIGITAL

MARKETING ON CONSUMER BEHAVIOUR
4.2.1 Respondent on the basis of source of Information about digital marketing
4.2.2 Respondent on the basis of type of information customer collect before buying online
products
4.2.3 Respondent on the basis of respondent purchase online or not
4.2.4 Respondent on the basis of what type of services they prefer to buy online

4.2.5 Respondent on the basis of

4.2.6 Respondent on the basis of watching programs online
4.2.7 Respondent on the basis of they refers to others or not
4.2.8 Respondent on the basis of opinion towards price
4.2.9 CROSS DISTRIBUTION BETWEEN GENDER AND TYPE OF SERVICES THEY
PREFER ONLINE
4.2.9 CROSS DISTRIBUTION BETWEEN INCOME AND OPINION TOWARDS PRICE
 FINDINGS

 Indian customers are highly information seekers. They collect more information about
quality, price and refer customer‘s experiences before purchasing a prod- uct.
 Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus will get in to action only through opinion leaders.
 Indian consumers have high tendency to go for online purchase. They have high
affinity to go online for electronic products and apparels.
 One of the current trends in Indian youth and young Indians are watching the T.V
programs via online portals. May be the main reason is convenience of time, they can
watch programs which they had skipped due to some reasons.
 The same thing is happening for the newspaper also, people have more affinity
towards online news portals. Here's the reason may be they can get news updates very
early; they don‘t need to wait for daily newspapers.
 In both of these cases, one opportunity is lost for marketer and one opportunity is
emerging for them to reach their T.G.
 More than 90 of the samples have a mobile or Smartphone and laptops or PC.
96 of samples have an internet connection is any of these gadgets, this
showing the penetration of internet in India.
 If we take tablet, penetration in Indian is low. But it doesn‘t mean that no one is using
tabs. More than 30 of samples have tablet. For brands they are getting three
more platforms to reach their T.G and engage them.
 33 of the samples are using these gadgets while they are with their friends, so
just think about the reach. If one person noticed something which is cool and
awe- some they will surely communicate to others.
 25 of the samples are using these gadgets while watching T.V; it‘s again a bar- rier
for brands which use TVC only. 21 of the samples are using this gadget for
chatting and 16 are using for surfing. What they are surfing? It can be about a
product, local events or locations...etc.
 In this situation, one opportunity is again losing to brands and one opportunity is
emerging for brands to reach their T.G.
 More than 90 of samples are noticing ads, among them 35 of samples
noticed ads through online media, followed by TVC and Newspapers.
 48 of samples are telling they give more importance to online ads and 34 of
samples give importance to T.V.C.
 From the first part of this research itself, we know that customers are highly in-
formation seeker. It may be the reason for high trust in online ads. They can search for
more information after seeing an ad or online is the only two way communication
channel for customers.
 22 of the samples do research through their lap or PC before purchasing a
product from the retail shop and 21 do research via mobile.
 Most of the Indians prefer to purchase from a retail shop only, but before
going to retail shop they will seek information about the product through an online
plat- form. Here is actually change happens in consumer buying journey, early times
consumer belief a product only after seeing the product in a retail shop.
 But now Indian customers want to get conviction about a product before going to
retail shop. So from a marketers view they want to convince their customers be- fore
going to a retail shop.
 Brands want to build a cool presence over digital platforms because the customer will
do research about the product after seeing an ad or after getting stimulated.
 Brands are getting more touch points to reach target group in a cost effective manner.
 CONCLUSION

The successful completion of this internship indicates that the future of marketing is in the
hands of digital. Digital marketing is not only concerned with placing ads in portals, it
consists of integrated services and integrated channels. Marketers want to use these
components in an effective way to reach target groups and to build a brand. In this digital era
marketer is not the custodian for a brand, people who are connected across the digi- tal
platforms are the custodians.

Brands want to build their presence over digital platform, because customers have high
affinity towards digital media than other media‘s. More than that customers are highly
information seekers and digital media is the only platform for two way communication
between brands and customers.

Digital media is the best platform to convert a product to a brand. Because it is more cost
effective and it provide lot of touch points to marketer. Brands can able to engage their target
group in an effective way through digital platforms. Digital media is not only for
engagement, brands can increase their customers or they can retain their existing customers.
Digital platforms help to increase the impact of brand recall in target groups.

The research focused on the consumer buying behaviour shows that, Indian consumers are
highly information seeker and they will do research about a product before going to a retail
shop. So brands want to give platforms to consumers to understand their product or to get a
really feel of that brand.

I honestly believe that this project report will be at most useful for marketers to under- stand
the digital marketing and also to plan for future strategies.
I conclude my research by quoting again that ―Brands can‘t sustain without digital pres-
ence‖.
 LEARNING POINTS

⮚ “Marketing takes a day to learn. Unfortunately it takes a lifetime to master” by

Philip Kotler
Before leaving from IBS, I believed that I am will become a good marketer because I
know all the concepts which I learned from my classrooms. But from the begin- ning
of second week itself, I understood, marketing is not about concepts it‘s all about the
experience.

⮚ Strategy is not a rock science

After induction my first assignment was to create pitch presentation for amante
lingerie. I start working on my first assignment, but I don‘t know how to create
strategy part. I tried my best, but I am completely blank. After two days I went to talk
with my company guide. He told me this ―strategy is not a rock science you will take
some time to create an excellent strategy‖. But in the last week of my in- ternship, I
accomplished my mission for the 3M Health care & Safety. I made B2B online
strategy for 3M.

⮚ Every day same task, but the situations are different

It‘s not only from my experience, but also from my observation. All colleagues are
doing the same type of work, but the situation is different. Sometime they have
problem with a client, but on the next day they problems with vendors or with creative
team. While coming to me, my first month was more concentrated with pitch
presentation. Industry or clients are different or requirements of the client are
different, but contents or the flow of pitch presentations are same.

⮚ “I don’t know” short sentence, but difficult to tell

 Agilent is an American company that designs and manufactures electronic and bio-
analytical measurement instruments and equipment for measurement and evaluation.
Once my guide told me make a presentation based on their products, mainly on Gas
chromatography–mass spectrometry (GC & GC/MS Columns). Ba- sically, he wants
details about application and component of this product. This was one of the biggest
challenges which I faced in my internship. Because I am a commerce background
student and I don‘t understand the technical usage of this product and component used
to manufacture this product. But I can‘t refuse to do this because it will affect my
image and mark. I took 3 days to study the whole things, before making the
presentation. Finally, I learned you can‘t tell ―I don‘t know‖ in your corporate life.

⮚ Observation is the best teacher

There are lots of situations where I am completely blank and I don‘t know how to do
some task. In those situations I observed my colleagues to know how they are doing it
and I understood the importance of observation.

⮚ Go and ask for work

In beginning stage of my SIP, I don‘t have any work to do or they are not giving. First
week full of induction and in second week, first two days I sat idly. I felt that they
will not give any work and my internship is gone. But in next day I went and ask for
work. From that moment to last day, I enjoyed my internship and learned a lot of
stuffs.

⮚ Work life balancing

This is the most important learning for me. This SIP thought me how to balance your
personal responsibility and professional responsibility together and how to
enjoy life even after getting a job. Working in an agency is not an easy task; the
person wants to face a lot of stress and challenges. I am the only person in my of- fice
leaving early, while comparing with others. Because my colleagues have lots of work,
sometime they will leave by late night only. But they are really enjoying all the
moments in their life. They don‘t have any difference between professional life and
personal life.
 QUESTIONNAIRE

Understand Consumer Buying Behaviour of Indians

This questionnaire will be used to understand the consumer buying behaviour of Indians.
1) How do you get information about products?

Friends

Family
Advertisements
News
Other sources

2) Do you collect the information before purchasing the product?

Yes
No

3) What type of information will you collect?

Price
Quality
Attributes
Quantity
Customer's Experience

4) Did you ever purchase from an online site?

Yes
No

5) If yes, then what type of product/ service did you purchase online?

Apparels
Electronic
Books
Travel Products
Fashion accessories
 Kitchen and Home items
Toys
Sports equipments

Health and Beauty Products

Gifts
Automotive

6) Do you watch television?

Yes
No

7) Do you watch television programs through online?

Yes
No

8) Do you read
newspaper? Yes
No

9) Do you read News through online?

Yes
No

10) Do you have mobile phone or smartphones?

Yes No
11) Do you have a laptop or PC?

Yes
No

12) Do you have a tablet?

Yes
No

13) Do you have internet connection in any of the above mentioned gadgets?
Yes
No

14) When do you use these gadgets?

While watching
TV Office
College
With friends

15) What you do with these gadgets?

Games
Surfing
Shopping
News reading
Blogging
E-booking
Reading Watching
Videos Chatting
16) Do you ever notice advertisements?

Yes No
17) If yes, from where?

TV
Online
Newspapers
YouTube
Magazines
Out Door Hoardings
Radio
18) Mention one form of media from the list below, which you give more importance?
TV
Online
Newspaper
YouTube
Out Door Hoarding
Radio
Display ads in shops

19) How do you normally purchase a product?

Research in mobile and purchase from retail shop
Research in laptop and purchase from retail shop
Research in mobile and purchase from laptops
Research and purchase from mobile
Research and purchase from laptop
Visit the retail shop and purchase from mobile
Visit the retail shop and purchase from laptop
Visit and purchase from retail shop itself

20) After purchase, what type of experience will you share with others?
Nice deal which you got in terms of price
 Bad experience with the product
Good experience with the product
All the above mentioned

21) How will you share your experience with others?

Social networking sites
Messaging
Write a blog
In company website
Through face to face talk

Age

Gender
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