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Project For Bcom
Project For Bcom
PROJECT REPORT
SUBMITTED BY
NISHAND.K
REG NO:PMAOBCM025
SALEENA TA
ASSISTANT PROFESSOR
PG DEPARTMENT OF COMMERCE &CENTRE OF RESEARCH
SALEENA TA
Assistant professor
PG Department of commerce
NISHAND.K
PLACE : Tirurangadi
DATE :
ACKNOWLEDGEMENT
I take this opportunity to extend my sincere gratitude to all those
who shared their knowledge and effort to help me the completion of the
project report.
NISHAND.K
CHAPTER TITLE
NO
I INTRODUCTION
INTRODUCTION OF THE STUDY
STATEMENT OF THE PROBLEM
OBJECTIVES
HYPOTHESIS
SCOPE OF THE STUDY
RESEARCH METHODOLOGY
LIMITATION
CHAPTER SCHEME
2 LITERATURE REVIEW
3 THEORITICAL FRAME WORK
INTRODUCTION
ONLINE ADVERTISE MENT ; AN
OVER VIEW
HISTORY
TYPE OF ADVERTISEMENT
TYPES OF ONLINE SHOPPING SITES
4 ANALYSIS AND INTERPRETION
OF DATA
5 FINDING, SUGGESTIONS,&
CONCLUSION
6 BIBLIOPGRAPHY
7 APPENDIX
TLIST OF TABLES
There are several online sites are available for sell the product of different
companies to the public . Amazone , snapdeal, flipart are the leading online shopping in india
.these sites are provided the offers and discounts while making purchases through the
internet .they also provided the special offers at time of the festival like onam , Diwali, new
year etc. however , over the year marketing strategies have involved with technologies
leading to the internet crating unprecedented opportunities for digital marketers to connect
with customers to create an immersive connected digital environment, influences and drive
purchases, fuel new growth and new market shares. the growth of online advertising is
both globally and locally outpacing offline advertising .while outdoor advertisement is also
experiencing growth, it is not growing as rapidly as internet advertising .the inter net also
play an vital role in changing the buying behaviour of each and every consumer.
STATEMENT OF PROBLEM
Advertisement are expected to shift and spend millions in internet advertising in the coming
year than tv , print ads other traditional advertising media . internet advertising broadly
consist of various commercial content format delivered by the video clip ,print and audio,
either solicited or unsolicited and induces the company websites , co-operate logos , email
messages ,pop-ups, brand ads ,skyscraper ads ,buttons ,interstitials , hyperlinks, dynamic
media and interactive games.
But sometimes there is chance for cheating and fraud. using of fake shopping sits,
wrong delivery of product, lagging of product are the main problems are faced by the
students. in some cases they lost their money. This study focus on examining the influence
of online advertisement in buying behaviour of college students.
DATA COLLECTION
For the purpose of the study data were collected mainly from primary sources and also data
from secondary sources are used.
PRIMARY DATA
SECONDARY DATA
The secondary data were collected from authorized books on marketing and
internet.
SAMPLE SIZE
60 samples were selected for the purpose of the study .this sample consists of sample from
EMEA college ,PSMO college and parapanagadi cooperative college.
REASERCH DESIGN
This study is both analytical and descriptive in nature. It focus on the college students
preference and attitude towards to the online advertisement and online shopping.
LIMITATION OF THE STUDY
CHAPTER SCHEME
The whole study is structured in five chapters.
CHAPTER 1
The introductory part highlights the significance ,statement of problem .it also
outline objectives, scope ,research methodology adopted ,tools of data analysis limitation of
the study.
CHAPETR 2
CHAPTER 3
It deals with theoretical frame work about influence of online advertisement on buying
behaviour of college students .
CHAPTER 4
CHAPTER 5
In this, summarizes the whole study, list the important findings& ends with few
suggestions.
CHAPTER -2
REVIEW OF LITERATURE
REVIEW OF LITERATURE
The results of the study by Seock and Norton (2007) conducted in US,
revealed three variables, the product information, customer service and
navigation factors, were closely related to each other and create a
well-defined dimension in representing the students perceptions of their
favorite clothing web sites. These dimensions were fairly well predicted by
the following set of independent variables: the product information,
navigation, and customer service factors of general clothing web site
attributes.
A study by Seock and Bailey (2008), on college students of two eastern US
universities showed that participants’ shopping orientations were
significantly related to their searches for information about and purchases of
apparel items online. Seven shopping orientation constructs were identified:
shopping enjoyment, brand/fashion consciousness, price consciousness,
shopping confidence, convenience/time consciousness, in-home shopping
tendency and brand/store loyalty.
From the study of 238 EMBA and undergraduate students from three
different Taiwan universities by Huang (2008), it was concluded that
entertainment gratification, irritation surfing experience (mass medium),
perceived usefulness and ease of Web use (information systems) are
important predictors of e-consumers’ use intention.
HISTORY
In early days of the Internet, online advertising was mostly prohibited. For example, two of
the predecessor networks to the Internet, ARPANET and NSFNet, had “acceptable use
policies” that banned network “use for commercial activities by for-profit institutions”The
NSFNet began phasing out its commercial use ban in 1991.
EMAIL ADS
The first widely publicized example of online advertising was conducted via electronic
mail. On 3 May 1978, a marketer from DEC (Digital Equipment Corporation), Gary
Thuerk, sent an email to most of the ARPANET’s American west coast users,
advertising an open house for a new model of a DEC computer. Despite the prevailing
acceptable use policies, electronic mail marketing rapidly expanded and eventually
became known as “spam”.
Online banner advertising began in the early 1990s as page owners sought additional
revenue streams to support their content. Commercial online service Prodigy
displayed banners at the bottom of the screen to promote Sears products. The first
clickable web ad was sold by Global Network Navigator in 1993 to a Silicon Valley law
firm. In 1994, web banner advertising became main stream when Hot Wired, the
online component of Wired Magazine, sold banner ads to AT&T and other
companies. The first AT&T ad on Hot Wired had a 44% click-through rate, and instead
of directing clickers to AT&T’s website, the ad linked to an online tour of seven of the
world’s most acclaimed art museums.
SEARCH ADS
RECENT ADS
More recently, companies have sought to merge their advertising messages into
editorial content or valuable services. Examples include Red Bull’s Red Bull Media
House streaming Felix Baumgartner’s jump from space online, Coca-Cola’s online
magazines, and Nike’s free applications for performance tracking. Advertisers are
also embracing social Media and mobile advertising; mobile ad spending has grown
90% each year from 2010 to 2013.
TYPES OF ONLINE ADVERTISEMENT
BANNER ADVERTISEMENT
A web banner or banner ad is a form of advertising on the World Wide Web delivered by an
ad server. This form of online advertising entails embedding an advertisement into a web
page. It is intended to attract traffic to a website by linking to the website of the advertiser.
In many cases, banners are delivered by a central ad server. When the advertiser scans their
log files and detects that a web user has visited the advertiser's site from the content site by
clicking on the banner ad, the advertiser sends the content provider some small amount of
money . This payback system is often how the content provider is able to pay for the Internet
access to supply the content in the first place. Usually though, advertisers use ad networks to
serve their advertisements, resulting in a revshare system and higher quality ad placement.
DISPLAY ADVERTISEMENT
Display advertising is the use of web banners or banner ads placed on a third-party website
or blog to drive traffic to a corporate website and increase product awareness. These
banners consist of static or animated images, as well as interactive media including audio
and video. Display advertising uses demographic and geographic targeting – capturing user’s
cookie and browser history to determine demographics, location, and interests – to target
appropriate ads to those browsers.
MOBILE ADVERTISEMENT
Cell phone advertising is the ability for organizations and individuals to advertise
their product or service over mobile devices. Mobile advertising is generally carried
out via text messages or applications. The obvious benefit of mobile advertising for
brands is that mobile devices such as smartphones are usually close to the owner
throughout the day. This presents a cost-effective way for brands to deliver targeted
advertisements across mobile platforms on a daily basis. Technologies such as
location-based advertising also give marketers the ability to delivered.
FACTORS INFLUENCING PURCHASE DECISION ON ONLINE PRODUCTS
The most important factor for influencing a Visitor into a Buyer is the Quality
Products and Quality Information. Being a Business Owner you need to identify the
products which are popular in:
Different Geographic/Regions
Different Occasions
Different Culture
Promoting/Selling Good Quality Products and at right time are the key to
success.
Product Description (Long/Short), Specifications, Demo Videos, PDF Catalog (If it’s
machinery) all influence to consumer’s purchase decision, and well representation
means better results. If you are targeting Europe/Americas, better to have Multi
Lingual Product Description.
FREE SHIPPING
EASY RETURN
Defined and Easy return is the third largest factor in influencing Buying Decision.
Return Policy need to be well written in a very simple language, really helpful if it’s in
favour of the Consumers. It’s a must have if you are selling Apparels and Electronic
Goods/Computer Accessories, if you are selling Bike/Auto Parts. In a business where
faulty goods can often appear or size of the product can mismatch, Easy Return
Policy makes the consumer feel more trust to your website and brand.
CUSTOMER REVIEW
Customer Reviews often proved to be a good source depicting the trial results. Award
Consumers with Free Gifts who post positive reviews, resolve the problems of
products for consumers who post negative reviews, both will encourage them to
most regular reviews and this motivation will provide you positive results for sure.
TYPES OF ONLINE SHOPPING SITES
There are several online shopping sites are available .The main feature of these sites are it
provide branded product at less price ,easy to purchase and also provided the home delivery
of product. following are the main online shopping sites.
AMAZONE
Amazon.com also called Amazon, is an American electronic commerce and cloud computing
company that was founded on July 5,1994, by Jeff Bezos and is based in Seattle, Washington.
It is the largest Internet-based retailer in the world by total sales and market
capitalization.]Amazon.com started as an online bookstore, later diversifying to sell DVDs,
Blu-rays, CDs, video downloads/streaming, MP3 downloads/streaming, audio book
downloads/streaming, software, video games, electronics, apparel, furniture, food, toys, and
jewellery . The company also produces consumer electronics—notably, Kindle e-readers, Fire
tablets, FireTV, and Echo and is the world's largest provider of cloud infrastructure services .
Amazon also sells certain low-end products like USB cables under its in-house brand Amazon
Basics.
FLIPKART
Snapdeal.Com is Indian online shopping website head-quartered in New Delhi. The site was
started in 2012 and expanding rapidly. Snapdeal is one of the largest e Commerce company
having 500,000+ products, 800,000+ books and offer products in 400+ categories. Snapdeal
offers various payment methods such as credit card, debit card, net banking and Cash on
Delivery. Due to these easy payment methods, Snapdeal’s India shipping is more than 25,000
daily.
MYNTRA
Jabong.com is an Indian fashion and lifestyle eCommerce portal. A shocking thing is that
Jabong.Com is launched in 2012 and became the third most visited site after Myntra
andFlipkart. It retails footwear, apparel, accessories, beauty products, clothing, home
products and other fashion and lifestyle products.
SHOECLUES
The statistical data become organised, condensed, intelligible through classification and
tabulation .it enables the analysis and interpretion. Analysis and interpretation. Analysis is
the process of planning the data in an ordered form in such a way to combine them with the
objective of the study. Interpretation is the outcome of analysis.
Bar diagram
Pie diagram
percentage
BAR DIAGRAM
It is the useful in such cases that if two or more variables having different number of
attributes
PIE - DIAGRAM
Pie- diagram shows that percentage related to two or more attributes of a particular data.
PERCENTAGE
This is one of the statistical tool for the purpose of the data analysis. Percentage are
particularly useful in statistical work ,which requires portrayal of relative changes in data.
percentage are found on an aggregate of hundred
TABLE NO; 4.1 - GENDER BASED CLASSIFICATION
male 33 55
female 27 45
total 60 100
35
30
25
20
15
10
0
MALE FEMALE
INTERPRETATION
The above table and diagram shows that,55% of total college students were male and 45%
were female.
TABLE NO; 4.2 CLASSIFICATION BASED ON COURSE
UG 43 71.7
PG 17 28.2
TOTAL 60 100
COURSE
UG
PG
INTERPRETATION
Above the table and diagram shows that 71.2 % of collage students were UG student and other 28%
college student were PG students.
TABLE NO; 4.3 - CLASSIFICATION BASED ON INTERNET USING
NO OF RESPONDENT PERCENTAGE
INTERNET UERS 57 95
NOT USERS 3 5
TOTAL 60 100
NO OF RESPONDENT
INTERNET USERS
NOT USERS
INTERPRETATION
Above table and diagram shows that there is 95% student s were internet using .but there is 5% of
college students were not used the internet.
TABLE NO ; 4.4 - CLASSIFICATION BASED ON TIME SPEND ON INTERNET
2-3HOUR 29 48.3
5 OR MORE 2 3
INTERNET USE
35
30
25
20
NO OF RESPONDENT
15
10
0
1-2 HOUR 2-3HOUR 3-4HOUR 4-5 HOUR 5 OR MORE
INTERPETATION
Above the table and diagram shows that ,48.3% of college student were spend 2-3 hour on internet
in day.31.7% of college students were spend on internet in a day.10.0% students and 1.7% students
were spend on internet
TABLE NO; 4.5 - CLASSIFICATION BASED ON PURPOSE OF INETERNET USING PURPOSE
PURPOSE PERCENTAGE
CHATTING AND SOCIAL 37 61.7
NEYWORKING
E-MAIL 7 11.7
INFORMATION 7 11.7
DOWNLOADING 6 10.0
E-COMMERCE 0 0
INTERNET NOT USING 3 .5
TOTAL 60 100
CHATTINING
E-MAIL
INFORMATION
DOWNLOADING
E-COMMERCE
INTERPRETATION
Above the table and the diagram shows that most of the student are(61.7) use the internet for the
purpose of social net working and chatting. There is (11.7) students are used internet for the purpose
of e-mail and also (11.7)students are used internet for searching information.
TABLE NO ; 4.6 CLASSIFICATION BASED ON SEE ON LINE ADVERTISEMENT WHILE USING INTERNET
No of respondent percentage
never 2 3.3
Sometimes 37 61.7
often 8 13.3
Every time 10 16.7
Internet not using 3 5
FIGURE NO; 4.6 CLASSIFICATION BASED ON SEE ON LINE ADVERTISEMENT WHILE USING INTERNET
5
4.5
4
3.5
3
2.5
no of respndent
2
1.5
1
0.5
0
never sometimes often everytime
INTERPRETATION
Above the table and diagram shows that the student are listen and give importance to the online
advertisement.
TABLE NO ;4.7 METHODE OF ADVERTISEMENT MOST INFLUENCED
NO OF RESPONDENT
30
25
20
15
NO OF RESPONDENT
10
0
GOOGLE ADS FACEBOOK YOUTUBE TWITTER OTHERS
ADS
INTERPRETATION
Above the table and figure shows that face book advertisement is mostly influenced in collage
students buying behaviour. twitter advert isement not influenced to the student buying behaviour.
TABLE NO ; 4.8 CLASSIFICATION BASED ON TYPE OF ADVERTISEMENT INTERESTED IN
No of respondent percentage
new product launch 22 36.7
Product feature ads 19 31.7
Sales promotion ads 6 10.0
Public relation ads 4 6.7
Other ads 6 10.0
Internet not using 3 5.0
total 60 100
INTERPRETAION
Above table and figure shows that majority of collage students are interested advertisement
of the new product launch .least of college student interested in public relation ads.
TABLE NO; 4.9 CLASIFICATION BASED ON TYPE OF PRODUCT INTERESTED IN
35
30
25
APPAREL PRODUCT
20
ELECTRONIC PRODUCT
15 COCMETICS PRODUCTS
SPORTS ITEMS
10
OTHER
5
0
HIGHLY INTERESTED MODERATELY NOT INTEREST NOT HIGHLY
INTERESTED INTERST
INTERPRETATION
Above the table shows that majority of the respondent are interested to buy apparel
product and electronic product through the online shopping .Least of the student are
interested to buy cosmetics product and sports items.
TABLE NO ;4.10 CLASSIFICATION BASED ON FACTORES INFLUENCED ON PURCHASE
DECISION
35
30
25
HIGHLY INFLUENCED
20
INFLUENCED
15 MODERATLY
NOT INLUENCED
10
NOT HGHLY INFLUENCED
0
ADVERTISEMENT BRANDED OFFER PRICE
PRODUCT
INTERPRETATION
Above the table and figure shows that advertisement is the main factor which influences the
purchase decision of college students. we can see that price of the product and offer and
discount also influences students buying behaviour.
TABLE NO; 4.11 CLASSIFICATION BASED ON SITES USED
amazone
snapdeal
myntra
flipkart
other sites
INTERNET NOT USING
INTERPRETATION
Above the table and the figure shows that amazone is the most used online shopping site by
the college student .Here snapdeal users are less.
TABLE NO 4.12 BASED ON PREFER ONLINESHOPPING
30
25
20 PROVIDE OFFER
LOW PRICE
15
WIDE SELECTION
10 BRANDED PRODUCT
PRICE COMPARISON
5
0
STRONGLY AGREED MODERATELY DISAGREED STRONGLY
AGREED DISAGREED
INTERPRETATION
Above the table and figure shows that main reason of preferring online shopping is it
provide new offer and widely selection .online shopping also provide less price to the
product.
TABLE NO; 4.13 BASED ON TYPE OF PAYMENT MODE USED
NO OF
Column1 RESPONDENT Percent
cash on delivery 41 68.3
credit card 3 5.0
debit card 9 15.0
paytm 3 5.0
other 1 1.7
Total 57 95.0
INTERNET NOT USING 3 5.0
100
90
80
70
60
50
NO OF RESPONDENT
40
30 Percent
20
10
0
cash on credit card debit card paytm others Total INTERNET
delivery NOT
USING
INTERPRETATION
Above the table shows that 68.3% of college students were pay the cash of the product at
the time of the delivery of the product. There is a equal users for credit card and paytm.
TABLE NO; 4.14 BASED ON PROBLEM FACED BY COLLEGE WHILE USING INTERNET
FIGURE NO; 4.14 BASED ON PROBLEM FACED BY COLLEGE WHILE USING INTERNET
40
35
30
25
20
15
10 STRONGLY AGREED
5
AGREED
0
MODERATELY
DISAGREED
STRONGLY DIS AGREED
INTERPRETATION
Above table and chart indicate the main problem of online shopping is there are too many
steps were needed for selecting a product and also the student6 agree that warranty is not
described and price changes during the delivery is other problem faced by the students.
NO OF RESPONDENT PERCENTAGE
STRONGLY AGREED 7 11.7
AGREED 28 46.7
MODERATELY 13 21.7
DISAGREED 2 3.3
STRONGLY DISAGREED 7 11.7
50
45
40
35
30
25
20
15
10
0
STRONGLY AGREED MODERATELY DISAGREED HIGHLY
AGREED DISAGREED
INTERPRETATION
Above the table and chart shows that students are satisfied with the online shopping .
TABLE NO ; 4.16 CLASSIFICATION BASED ON SHOPPING EXPERIENCE
NO OF RESPONDENT PERCENTAGE
STRONGLY AGREED 4 6.7
AGREED 10 16.7
MODERATELY 15 25
DISAGREED 23 38.3
NOT HIGHLY DISAGREED 5 8.3
45
40
35
30
25
NO OF RESTPONDENT
20
PERCENTAGE
15
10
0
strongly disagreed moderately agreed strongly
disagreed agreed
INTERPRETATION
Above the table and diagram shows that most of the students are believe that
traditional shopping better than online shopping
Chi-square Test: 1
AIM: To find out any relation between the satisfaction level and gender of students
NULL HYPOTHESIS:
Table No:
Satisfaction Gender Total
male Female
Strongly dissatisfied 3 4 7
Dissatisfied 2 2 4
Moderately 8 6 14
Agreed 17 11 28
Strongly agreed 5 2 7
Total 35 25 60
Table No:
∑ 1.37
X2=(O-E)2
E
= 1.37
=(5-1)(2-1)
=4
Level of significance=0.05
INTERPRETATION:
The table value is more than the calculated value. So, null hypothesis accepted. There is no
relationship between the gender and satisfaction level.
Chapter5
FINDINGS , SUGGESTIONS AND
CONCLUSION
5.1 FINDINGS
out of 60 respondent 33(55%) are male and 27(45%) are female
out of selected sample there are 71.7% are PG student and 28.3% are PG
students.
Majority of students(97%) are students internet users .other 3% are not the
internet users
48.3% of students are spend 2-3 hour on internet in a day and 31.7% of
students are spend1-3 hour in a day
10% student spend 3-4 hour on internet in a day and other 3% students are
spend 5 or more hour in a day.
Majority of the college student use internet for the purpose of chatting and
social networking.
Least of college student use the internet for the purpose downloading.
Another finding during the survey that online shopping provide wide selection
and branded product.
Survey indicate that majority of student(68%) use the cash on delivery mode
for payment of cash.
Majority of student agrees that the main problem of online shopping is there
are too many steps for selecting product from various shopping sites .
46.7% of students are satisfied with the services provided by the online
shopping sites.
One of the main reason for not doing online shopping is that les chance of making
bargaining so the companies should allow the bargaining .
There is low level of internet access internet and lack of knowledge of on line
shopping even the product .so the company should give the student aware through
different way.
The company should add customer review below the advertisement of the product.
So the review can help the customer’s purchase decision.
Provide many payment mode option necessary .eg ; credit card facility, debit card
facility, cash on delivery etc.
5.3 CONCLUSION
The study indicate that 95% of college students are the use the internet
for the various purpose .But the 5% of college students are not use the internet. The internet
users also give importance to the online advertisement and online shopping .The
respondents also buy the product through the various online shopping sites. Most the
students also like to buy the product through the amazone. Provide offer and availability of
branded product are main reason for choosing online shopping by the student. The students
are also satisfied with the services provided by the online shopping but they not agree that
online shopping is better than traditional shopping. Because there is too many steps for
selecting product and warranty is not described.
BIBLIOGRAPHY
Foucaut, B. E., &Scheufele,D. A. (2002). Web vscampus store? Why
students buy tex tbooksonline.Journal of Consumer Marketing,19(5)409-423
Sorce, P., Perotti, V., & Warwick S. (2005). Attitude and age differences in
online buying. international Journal of Retail and Distribution
Management,33(2),122-132
Xu, Y., & Paulins, V. A. (2005). College students' attitudes toward shopping
online for apparel products. Exploring a rural versus urban campus.Journal
of Fashion Marketing and Management,9(4),420-433
Lester, D. H., Forman, A.M., & Lyod, D. (2005). Internet shopping and buying
behavior in college students .Services Marketing Quarterly,27(2),123-138.
WEBSITES
WWW. WIKIPEDIA.COM
WWW.WIKIPEDEIA ONLINE SHOPPNG.COM
APPENDIX
A STUDY ON
Age:
Course: UG PG
1-2 hours 2-3 hours 3-4 hours 4-5 hours more than 5
Downloading e-commerce
15. What are the problems are you faced while using online shopping?
Strongly disagreed