PERCEPTIONS OF CONSUMERS TOWARDS ONLINE ADVERTISING

(A Study of Amritsar city)

A Project Report Submitted To Guru Nanak Dev University Amritsar

In the Partial Fulfilment of the requirements for the degree of

MASTER OF BUSINESS ADMINISTRATION (M.B.A. FYIC) (2005-2010)

Supervised By: Miss Harsandaldeep Kaur Lecturer

Submitted By: Navjot Singh Roll No. 5541 MBA 10th Semester

DEPARTMENT OF CMMERCE & BUSINESS MANAGEMENT GURU NANAK DEV UNIVERSITY

AMRITSAR ACKNOWLEDGMENT

In presenting this project report I would like to acknowledge the assistance of several persons. First, I would like to thank my mentor and supervisor Miss Harsandaldeep Kaur, Lecturer, Department of Commerce & Business Management, Guru Nanak Dev University, Amritsar for her guiding hand throughout the duration of this project. I am thankful to my supervisor for her keen interest, invaluable guidance, ever readiness, undying patience and constant encouragement during the course of this research work. I would also like to thank all the respondents, who have given their precious time to fill the questionnaires and all those people who helped to collect data. I also acknowledge the help offered by library staff within the Department of Commerce & Business Management. Finally, I owe my heartfelt thanks for friends and family for their help and encouragement.

Navjot Singh

STUDENT DECLARATION
This is to certify that the project entitled Perceptions of Consumers towards Online Advertising: A Study of Amritsar City completed during the session 20092010 for Master of Business Administration (FYIC) degree is a bonafide research work and all the sources used to complete the project are duly acknowledged. In case the project report, or any part of it, is found to be copied or quoted without reference, I shall be held responsible for the repercussions arising therefrom.

Dated:

Signature of the Student

CONTENTS
Chapter No.
I II III IV V Introduction Review of Literature Database and Research Methodology Analysis and Discussion of Study Summary, Conclusion and Recommendations

Title

Page No.
1-13 14-19 20-24 25-41 42-44

Bibliography Annexure: Questionnaire

45-47 48-51

LIST OF TABLES
Table No.
1 2 3 4 5 6 7 8 9 10 11 12 13 A1 A2 Gender Age Monthly Income Educational Level Occupation Marital Status Web Experience Frequency of Usage Time spent per Session Clicking an Online Advertisement Banner or Pop-Up Advertising Purchasing over the Internet Types of Products Purchased Online Total Variance Explained Rotated Component Matrix

Topic

Page No.
25 26 27 28 29 30 31 32 33 34 35 36 37 38 39

LIST OF CHARTS

Chart No.
A B C D E F G H I J K L M Gender Age Monthly Income Educational Level Occupation Marital Status Web Experience

Topic

Page No.
25 26 27 28 29 30 31 32 33 34 35 36 37

Frequency of Usage Time spent per Session Clicking an Online Advertisement Banner or Pop-Up Advertising Purchasing over the Internet Types of Products Purchased Online