SYNOPSIS FOR RESEARCH PROJECT REPORT

On

TO STUDY THE ACCEPTANCE OF E-MARKTING

AMONG THE PEOPLE OF LUCKNOW CITY
Towards partial fulfillment of
Bachelor of Business Administration (BBA)
School of Management, Babu Banarasi Das University, Lucknow
School of Management

Babu Banarasi Das University

Submitted by
Abhishek Anand
IVth Semester
Roll No- 1130672003
Session 2014-2015

1. TOPIC:
TO STUDY THE ACCEPTANCE OF E-MARKTING AMONG THE PEOPLE OF LUCKNOW
CITY

2. INTRODUCTION & REVIEW OF LITRATURE:

Introduction: Probably one of the most interesting issues in business relations is marketing;
because producers and consumers could not make trade without finding each other. This is the
reason the marketing tactic helps humans to reach their needs eliminators. Internet Marketing is a
form of targeted marketing, assisting websites by increasing the number of visitors and to
introduce product or services through internet. Marketing is a story which used to encourage and
convince humans to trade. Marketing has two basic methods which are traditional and modern.
Traditional marketing used to speak more and more attracting customers to purchase their goods
or services. Modern marketing is the new method of attracting consumers by using modern
facilities and technologies. E-marketing is a term that refers to use of the Internet/Web and
related information technologies to conduct marketing activities (Krishnamurthy, 2006). In fact
E-marketing is using digital technology and electronic media specifically the internet for trading
or selling goods.
Marketing is used to create the customer, to keep the customer and to satisfy the customer. With
the customer as the focus of its activities, it can be concluded that marketing management is one
of the major components of business management. The evolution of marketing was caused due to
mature markets and overcapacities in the last decades. Companies then shifted the focus from
production more to the customer in order to stay profitable.
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Literature Review: There are many researches and studies about the comparison between
traditional marketing and modern marketing and also advantages and disadvantages of Emarketing, which shows the performances and efficiencies of it. Chaston and Mangles (2003),
examined the influence of marketing style on the utilization of the Internet among small UK
manufacturing firms. They employed a quantitative methodology to determine whether, in
business-to-business markets, the Internet is a technology that will be managed differently by
firms that have adopted a relationship versus a transactional marketing orientation. The research
was conducted depending on a survey strategy through mailed questionnaires on a sample of 298
UK small firms (manufacturers of mechanical or electronic components / their primary area of
activity is business to-business marketing / have between 10-50 employees / not branch plants of
British or multinational organizations). Insufficient evidence was found to support the view that
relationship-orientated firms, when compared with transaction ally-orientated competitors,
exhibit differing perceptions about the nature of online markets.
In this modern age of internet almost every progressive business have web presence, some of
people think that website is just a commercial requirement but others think that it is mandatory to
run their company activities. These different theories about internet have been discussed a lot in
recent marketing literature. In the past decade marketers have been arguing about the role of
internet in marketing. In the start marketers used internet as communication tool but as time
passed they realized the true potential of internet and the idea of e-marketing evolved. According
to Hoge (1993), Electronic marketing (EM) is the transfer of goods or services from seller to
buyer that involves one or more electronic methods or media. EMarketing began with the use of
telegraphs in the nineteenth century. With the advent and mass acceptance of the telephone,
radio, television, and then cable, electronic media have become the dominant marketing force.
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3. SCOPE OF STUDY:
1. Study helps to know the Marketing and E-marketing.
2. Study focuses on specially the E-marketing segment.
3. Study focuses on customer perception towards e-marketing.

4. PROBLEMS DEFINITION:
Research project work in Study of Marketing Vs e-marketing is done by me .
The revolution of information technology (IT) and communications has changed the way people
conduct business today. Nowadays, most of the businesses are related to electronically
instruments especially internet. Implementation of E-marketing can change the shape of business
all over the world. Because of the rapid proliferation of the Internet, the World Wide Web
(WWW) and electronic communication has created fast growing new electronic channels for
marketing. If we surf through the internet, we will find many advertisements which their goals
are to persuade visitors to purchase their goods or use their services. The new method to
advertising and selling goods in the globe which is much cheaper, useful and suitable for
producers and suppliers is using the internet. Different types of modern marketing like internet
marketing, email marketing, and online advertising are all drive businesses to be successful.
Nowadays, there is no need to entering a market place to find our needs. We can find whatever
we need, neither wasting time nor wasting cost, just with a quick click and use internet search
engine

5. RESEARCH OBJECTIVES:
The objective of this project is deeply analyzing Acceptance of E-Marketing among the people
of Lucknow city.
The main objectives of the Project study are:1.

To know the marketing and traditional marketing.

2.

To know about the E-marketing.

3.

To Study the perception of people in Lucknow towards E-Marketing.

4.

To know the advantages and disadvantages of E-Marketing.

5.

To study the effectiveness of E-marketing.

6. RESEARCH METHODOLOGY:
Research Design
A research design is the arrangement of conditions for collection and analysis of data in a manner
that aims to combine relevance to the research purpose with economy in procedure. It is the
conceptual procedure with in which research is conducted. The objective of this project is to gain
a better insight into the various strategies adopted by various four wheeler manufacturers.
The system is evaluated and steps for improvements are suggested. Information that was already
available and collected through questionnaire is used to make a critical evaluation of the system.
Therefore descriptive research was selected.
The descriptive research describes a behavior or condition. It attempts to obtain a complete and
an accurate description of the characteristics of a particular individual or a group or a situation.
Sampling Segment
The respondent of the study are part of population of Lucknow city.
Sample Size
The size of the sample is 100 out of the age group of 18-35 years.
Sample Techniques
Non-Probability convenience sampling is used in the survey.
Data Collection:
Data is the basis for all statistical analysis and collection of data is the important stage in the
research. The data could be classified as Primary data and Secondary data.

Primary data:
Primary data are the data which can be collected afresh and for the first time and thus happen to
be original in character. The primary data used for this study was collected through
questionnaire.
Secondary data:
Secondary data means data that are already available (i.e.) they refer to the data which have
already been collected and analyzed by someone else. For this study the secondary data was
collected from Company manuals, Websites, annual reports, Journals, etc.
Research Instrument:
The research instrument for this study is questionnaire. Questionnaire is a set of questions
prepared in order to collect the required information from the employees. The questionnaire
contains the following type of questions.
Statistical tools:
The data collected was analyzed using the following statistical tools.
Percentage Analysis
This is a unvaried analysis (i.e. considering just one factor) where the percentage of a particular
factor, with different categories are calculated in order to help one get a fair idea regarding a
sample and thereby that of population.
Percentage = (Number of respondents/Total no of respondents)*100
The ease of simplicity of calculation, the general understanding of its purpose and the near
universal application of the percentage have made it the most widely used statistical tool.

7. Tentative Chapter Plan:

Acknowledgement
Preface
Executive Summary
Introduction
Literature Review
Marketing
E-Marketing
Advantages Of E-Markting
Objective Of The Study
Research Methodology
Limitations
Data Analysis
Findings
Recommendations
Conclusion
Bibliography
Annexure
o Questionnaire

8. References:

www.medaredifned.com

www.ask.com

www.khoj.com

www.porticohome.com

http://supremetoronto.com/online-marketing-vs-traditional-marketing/

http://www.quirk.biz/resources/88/1/What-is-eMarketing-and-how-is-it-better-thantraditionalmarketing;jsessionid=A4D35538BCDA3C42B200083161CA15BD.sybaris_jboss