A Study On Brand Awareness of Indiamart Among Textile Traders in Surat City Yash Sarawagi

A study on brand awareness of Indiamart among textile traders in Surat City
1.1 Meaning of E-commerce industry
Electronic commerce or e-commerce refers to a wide range of online business activities

for products and services. It also pertains to “any form of business transaction in which
the parties interact electronically rather than by physical exchanges or direct physical
contact.”
E-commerce (electronic commerce or EC) is the buying and selling of goods and
services, or the transmitting of funds or data, over an electronic network, primarily the
internet. These business transactions occur either as business-to-business,business-to-
consumer, consumer-to-consumer or consumer-to-business.There are many segments in
e-commerce business. Those are online travel, Online retail, Online Classifieds, Financial
services and Digital Downloads. Out of these segments online travel comprised 70% of
the e-commerce market size. But gradually online retail is catching up with online travel
and both make up to 90% of total e-commerce market.
Companies in the E- commerce industry are using different kinds of unique business
models to attract customer and increase profitability. Players in online retail segment are
following one either marketplace model or inventory based model. Some have gone a
step ahead and are using a model which is a hybrid of both. E.g. Flipkart is using a hybrid
model to serve its customer. It has gone a step ahead and has invested in currier business
(Ekart) which is a vertical integration in its supply chain. This has increased its control
over its supply chain and has increased reliability of the delivery process.
D.R patel & R.B patel commerce college & B.C patel BBA. college Page 50
1.2 Growth of E-commerce in indian market
India has an internet users base of about 450 million as of July 2017, 40% of the
population.. Despite being the second-largest user base in world, only behind China (650
million, 48% of population), the penetration of e-commerce is low compared to markets
like the United States (266 million, 84%), or France (54 M, 81%), but is growing at an
unprecedented rate, adding around 6 million new entrants every month. The industry
consensus is that growth is at an inflection point.
India's e-commerce market was worth about $3.9 billion in 2009, it went up to $12.6
billion in 2013. In 2013, the e-retail segment was worth US$2.3 billion. About 70% of
India's e-commerce market is travel related. According to Google India, there were 35
million online shoppers in India in 2014 Q1 and was expected to cross 100 million mark
by end of year 2016. CAGR vis-à-vis a global growth rate of 8–10%. Electronics and
Apparel are the biggest categories in terms of sales.
According to a study conducted by the Internet and Mobile Association of India, the e-
commerce sector is estimated to reach Rs. 211,005 crore by December 2016. The study
also stated that online travel accounts for 61% of the e-commerce market.
According to a study done by Indian Institute of E-Commerce, by 2020 India is expected

to generate $100 billion online retail revenue out of which $35 billion will be through
fashion e-commerce. Online apparel sales are set to grow four times in coming years.
India's retail market is estimated at $470 billion in 2011 and is expected to grow to $675
Bn by 2016 and $850 billion by 2020, – estimated CAGR of 10%.. According to
Forrester, the e-commerce market in India is set to grow the fastest within the Asia-
Pacific Region at a CAGR of over 57% between 2012–16.
As per "India Goes Digital", a report by Avendus Capital, the Indian e-commerce market
is estimated at Rs 28,500 Crore ($6.3 billion) for the year 2011. Online travel constitutes
a sizable portion (87%) of this market today. Online travel market in India had a growth
rate of 22% over the next 4 years and reach Rs 54,800 crore ($12.2 billion) in size by
2015. Indian e-tailing industry is estimated at Rs 3,600 crore (US$800 million) in 2011
and estimated to grow to Rs 53,000 crore ($11.8 billion) in 2015.
1.3 Meaning of B2B E-commerce
The B2B e-commerce market has been evolving rapidly owing to the pervasive impact of
the global online ecosystem and changing nature of buyers. It comprises buying and
selling of goods and services between companies via an online platform. The key offering
is primarily a website, where an online market is created bringing together buyers as well
as sellers of products or services. The B2B e-commerce market landscape has changed
significantly as Google Shopping and Amazon Supply have targeted suppliers across the
B2B e-commerce space.
Increasing smartphone and internet usage is expected to serve as a key driver for the B2B
e-commerce market. In addition, emergence of cloud computing has also positively
impacted market growth.
2.1 Introduction IndiaMart
IndiaMART is India’s largest online marketplace, connecting buyers with suppliers. The
online channel focuses on providing a platform to Small & Medium Enterprises
(SMEs), large enterprises as well as individuals. Founded in 1996, the company’s mission
is ‘to make doing business easy’.
As of Dec 31’17, IndiaMART caters to:

5.2 Crore+ Buyers | 42 Lakh+ Suppliers | 5.9 Crore+ Products
Indiamart for buyers:

- Convinience of connecting with sellers anytime, anywhere
- Wider marketplace with a range of products and suppliers
- One stop shop for all requirements
- Payment protection programme
Indiamart for sellers:

- Enhanced business visibility
- Access to 2.5+ crore monthly buyer enquires
- Increased credibility for your brand
- Instant payment gateway with indiamart
IndiaMART has over 3500 employees located across 80+ offices in the country.
2.2 History
India MART was founded by Dinesh Agarwal and Brijesh Agrawal as a directory of the
websites that his company IndiaMART InterMESH (which was started in 1996) was
developing for customers in the Delhi-NCR region. In 1998, its second office, was set up
in Mumbai. By 1999, the directory had more than 1000 listings.
At present, the firm employs more than two thousand employees in the major cities of
India. In August 2013, it acquired the local event discovery app Playcez, to focus on the
mobile business.
In June 2014, the firm launched Tolexo, an e-commerce platform for SMEs. It features
industrial and office goods and supplies. In November 2014, IndiaMART started
promotional campaigns featuring Indian film actor Irrfan Khan as its brand ambassador.
As of 2015, the firm, claimed to have 3 million suppliers listed on its website.
In early 2009, the firm received 50 crore Series A round funding from Intel Capital, a part
of which was invested in IndiaMART, One97 Communications and Global Talent
Track. In March 2016, it raised Series C Funding from Amadeus Capital Partners and
Quona Capital. It is claimed that these funds will be used to scale up the activities of
Indiamart and Tolexo.
2.3 Awards and Recognition
The company believes that “success of our customers is our greatest achievement. Their
confidence in us and our constant endeavours to give them the best service have been
applauded by the industry”.
The company has bagged the following awards:
‘Best Online Classified Website Award’ at Drivers of Digital Awards,

2016
‘Special Contribution Award’ at WASME – Super SME Awards, 2016
Nominated for 4th India Digital Awards.
Manthan Award 2013 under the ‘E-business and Financial Inclusion’

category for its path-breaking and low-cost solution to SMEs called
buy-leads, launched in 2012
Red Herring 100 Asia Awards 2008
Nominated among the top three at Emerging India Awards 2008
2.4 Competitors
The competitors of Indiamart are :
 Alibaba:
Estimated Revenue:$13b
Employees:36,000
Location:Hangzhou, China
ecommerce,internet,shopping,marketplace
Find quality Manufacturers, Suppliers, Exporters, Importers, Buyers, Wholesalers,
Products and Trade Leads from our award-winning International Trade Site. Import &
Export on alibaba.com
 Tradeindia.com:
Estimated Revenue: $527m

Employees: 1,200
Location: New Delhi, India
enterprise software,b2b,manufacturing,indian manufacturers
TradeIndia.com is India's largest B2B portal with over 3 million registered users. The
marketplace serves as a platform to buy make in India products, trade with
Indian manufacturers, suppliers, exporters and service providers and help grow their
business globally
 TradeKey:
Estimated Revenue: $150m

Employees: 750
Location: Riyadh, Saudi Arabia
Ecommerce, b2b,tradekey.com,business to business marketplace
TradeKey.com Business to Business marketplace, B2B Marketplace, Import export
marketplace - over 9,101,288 members, offers b2b directory, catalog & trade leads to
importer, buyer, exporter, manufacturer, wholesaler, supplier.
 JOOR:
Estimated Revenue: $17.5m

Employees: 70
Location: New York, NY
Marketplace, wholesale, fashion, search engines and internet portals wholesale fashion.
b2b. Wholesale buying.Wholesale marketplace. lookbooks. linesheets. Online Fashion
Wholesale. B2B Fashion Commerce Solution. Orders & Marketplace. Connect
WithBuyers & Brands. Easy To Use & iPad Ready. complete wholesale solution.
Business to Business. wholesale buyer network. visual merchandising. custom linesheets.
online linesheets.,digital lookbooks, digital look books ,retailer marketplace , softgoods
wholesale. soft goods wholesale.
 Others: Online catalog these are the only few major competitors , there are many
other competitors too like amazon,flipkart,quikr,ebay, etc.
2.5 Top management
Founder and CEO- Dinesh Agarwal
Co-Founder & Director- Brijesh Agarwal
Director – Dinesh Gulati
Chief Product Officer- Amarinder S Dhariwal
Chief Finance Officer – Prateek Chandra
Sr. Vice President, Product – Abhishek Bhartia
Sr. Vice President Client Servicing – Amit Jain
Sr. Vice President Product & Technology – Devendra Singh
National Head – HR – Madhup Agrawal
Sr. Vice President Finance and Accounts – Sudhir Gupta
Senior VP- Legal & Secretariat – Manoj Bhargava
Senior VP- Big Brands – Prashant Chauhan
Vice President – Marketing – Sumit Bedi
National Head – Acquisition – Vikas Aggarwal
2.6 SWOT Analysis
Strengths:
Logistics: Indiamart.com has excellent distribution system implemented which helps in

proper performance and execution of its online business transaction online
Differentiation: The most powerful point in hand of the company is that it provide the
customized solution to the customers and is based on the relationship model of
marketing.
Status of the brand: Highly recognized and trusted brand which has an attractive
product and service range which lures the customers, thus commanding high brand
loyalty.
Financial strengths: India mart is financially sound and has a healthy financial structure
enabling it to perform its activities flawlessly.
Geographical spread: They have a global presence. Their spread can be explained by
the fact that they have over 1 crore buyers from over 200 countries and over 15 lakh
suppliers.
Management team: A very professional team which are present in over 100 cities in
India to facilitate its day to day work.
Cost advantage: Due to the e-commerce business model both buyers and sellers can
reduce cost of B2B transactions by almost 25 percent. This is the major point of
difference that has helped it in creating customer loyalty and retention.
Offerings: Has a dynamic offering of products which can be seen as it has over 1 crore
products which are listed in over 1 lakh product categories. It also provides a dynamic
catalog, trust seal, star supplier and leading suppliers to help the various buyers and
sellers to make their transaction on its easy to use interface website. Besides this it also
provides many leads and tender to increase business transaction by leaps and bounds.
Status in the industry: Indiamart.com is India's largest online B2B marketplace for
SME Businesses, pioneering in connecting global buyers with suppliers. It has won
numerous awards over the years and India's first organization of its kind to receive an
ISO certification.
Weaknesses:
Technology: The technology used by them is getting obsolete very quickly so they need
to focus on upgrading their processes and information technology to stay ahead in the
game in the time to come.
Clients: Indiamart.com pays less attention towards the matured clients and has been
focusing on creating numerous new clients. Besides, internet penetration in India is still a
small fraction of what you would find in several western which stops it from making
many more SME customers in rural areas.
Cluttered offerings: Indiamart.com is into too many product range making it cluttered
and which obstruct in optimize its focus on the most important products and where
competitors may take a lead in the services completely.
Lack of focus on marketing: As far as marketing of its offerings is concerned and its
achievement is concerned it has not involved itself in aggressive advertisement which
may lead to situation future.
Control on clients: Indiamart.com has a very limited control on the action of its clients,
making it vulnerable to its competitors for the misconducts and poor performance of its
clients during the business transaction.
Replicable model: The model on which Indiamart.com is performing its business is

highly replicable and this may create it easy for many competitors to enter the market
with the same of even better model to attract customers. Thus the company needs to focus
on increasing its differentiation and sustain its position in the market.
Specialization: Indiamart.com is a website that is highly decentralized as it does not

specialize in any particular industry and caters to too many of them leading it to be a
general online marketplace. Thus clients who are highly focused and want to work on
websites that specializes on only their industries will avoid it.
Opportunities:
Digitalization: The increase in the digitalization has led to increased number of online
users and online transaction which means more chances of acquiring new customers who
will need an online marketplace for their transaction.
State of the economy: The current state of the economy is that of being a buoyant and
growing economy which is a positive sign for growth. India has a vast potential market,
which the company can explore on a larger scale. Other factors that also display the
positivity are the fact that internet penetration and Personal disposable income on the rise.
Acceptance of product- The existing buyers and sellers have a positive perception of the
various products and services that the company offers thus can lead to greater growth of
their transaction with Indiamart.com in the time to come.
Government policies: Indiamart.com can grow exponentially because of the present

government policy prevailing in the country. The Union Budget 2014 has brought golden
opportunity for growth as Government has allocated a fund amount of Rs. 10,000 crores
for start-up SMEs and has also announced the formation of a Venture Capital fund to
extend financial assistance in the form of equity, quasi-equity and risk-capital. Besides,
the government has also set up a ‘Technology Development Fund’ to focus on easy flow
of finance for the SME space - would enable expansion, keeping away the financial
constraints and nudge in the right direction for the prospective entrepreneurs located in
rural India.
Status in the industry: Being a constantly growing company Indiamart.com can enter
into many more countries to enhance its global presence as well as in other sectors.
Threats
State of competition: Many competitors are present giving a more close on heels and
aggressive competition biggest being Tradeindia.com. Having a global presence has led
to a situation that the company is facing competition not only from not only local players
but also from many globally renounced company like Alibaba.com etc.
State of economy: The Indian economy is not a stable one it keeps on facing turbulence
and the market sentiment is always changing. Thus the volume of business transactions
keeps on showing variation on a huge scale which can become a major problem in the
time to come. Online threats: Cybercrimes and its problems like internet fraud, hacking,
online data security, payment frauds and lack of trust of customers on internet transaction
has made a huge problems to many e-commerce players and may lead to problematic
situation on the time to come.
State of industry: The online business marketing is still not properly developed and lack
on many aspects to carry on the business smoothly. In India, logistics, courier services,
internet penetration etc. require lots of improvement.
3.1 Introduction to Brand Awareness.
Brand awareness refers to the extent to which customers are able to recall or recognise a
brand. Brand awareness is a key consideration in consumer behavior, advertising
management, brand management and strategy development. The consumer's ability to
recognise or recall a brand is central to purchasing decision-making. Purchasing cannot
proceed unless a consumer is first aware of a product category and a brand within that
category. Awareness does not necessarily mean that the consumer must be able to recall a
specific brand name, but he or she must be able to recall sufficient distinguishing features
for purchasing to proceed. For instance, if a consumer asks her friend to buy her some
gum in a "blue pack", the friend would be expected to know which gum to buy, even
though neither friend can recall the precise brand name at the time.
3.2 Definition.
According to Philip Kotler
“Extent to which a brand is recognized by potential customers, and is correctly

associated with a particular product. Expressed usually as a percentage of target market,
brand awareness is the primary goal of advertising in the early months or years of a
product's introduction.”
3.3 Types of brand awareness.
 Brand Recall (Unaided Research)
Brand Recall is the extent to which a brand name is recalled as a member of a brand,
product or service class, as distinct from brand recognition. Common market research
usage is that pure brand recall requires “unaided recall”
A qualitative measure of how well a brand name is connected with a product type or class
of products by consumers. Often tested through surveys or interviews, brand recall is
tested by asking participants questions such as "name as many car models as possible" or
"can you explain what a Kleenex is?"
 Brand Recognition (Aided Research)
Brand recognition is extent to which a consumer can correctly identify a particular

product or service just by viewing the product or service's logo, tag line, packaging or
advertising campaign.
The extent to which the general public (or an organization's target market) is able to
identify a brand by its attributes. Brand recognition is most successful when people can
state a brand without being explicitly exposed to the company's name, but rather through
visual signifiers like logos, slogans and colours.
3.4 Importance of brand awareness.
Brand awareness is related to the functions of brand identities in consumers’ memory and
can be measured by how well the consumers can identify the brand under various
conditions. Brand awareness is also central to understanding the consumer purchase
decision process. Strong brand awareness can be a predictor of brand success. It is an
important measure of brand strength or brand equity and is also involved in customer
satisfaction, brand loyalty and the customer's brand relationships.
Brand awareness is a key indicator of a brand's market performance. Every year

advertisers invest substantial sums of money attempting to improve a brand's overall
awareness levels. Many marketers regularly monitor brand awareness levels, and if they
fall below a predetermined threshold, the advertising and promotional effort is intensified
until awareness returns to the desired level. Setting brand awareness goals/ objectives is a
key decision in marketing planning and strategy development.
Brand awareness is one of major brand assets that add value to the product, service or
company. Investments in building brand awareness can lead to sustainable competitive
advantages, thus, leading to long-term value
3.5 Implication.
Clearly brand awareness is closely related to the concepts of the evoked set (defined as
the set of brands that a consumer can elicit from memory when contemplating a
purchase) and the consideration set (defined as the “small set of brands which a consumer
pays close attention to when making a purchase decision”).One of the advertising's
central roles is to create both brand awareness and brand image, in order to increase the
likelihood that a brand is included in the consumer's evoked set or consideration set and
regarded favourably.
Consumers do not learn about products and brands from advertising alone. When making
purchase decisions, consumers acquire information sources from a wide variety of
information sources in order to inform their decisions. After searching for information
about a category, consumers may become aware of a larger number of brands which
collectively are known as the awareness set. Thus, the awareness set is likely to change as
consumers acquire new information about brands or products. A review of empirical
studies in this area suggests that the consideration set is likely to be at least three times
larger than the evoked set. Awareness alone is not sufficient to trigger a purchase;
consumers also need to be favourably disposed to a brand before it will be considered as
a realistic purchase option.
The process of moving consumers from brand awareness and a positive brand attitude
through to the actual sale is known as conversion. While advertising is an excellent tool
for creating awareness and brand attitude, it usually requires support from other elements
in the marketing program to convert attitudes into actual sales. Other promotional
activities, such as telemarketing, are vastly superior to advertising in terms of generating
sales. Accordingly, the advertising message might attempt to drive consumers to direct
sales call centres as part of an integrated communications strategy. Many different
techniques can be used to convert interest into sales including special price offers, special
promotional offers, attractive trade-in terms or guarantees.
3.6 Brand awareness and the hierarchy of effects.
Brand awareness is a standard feature of a group of models known as hierarchy of effects

models. Hierarchical models are linear sequential models built on an assumption that
consumers move through a series of cognitive and affective stages, beginning with brand
awareness (or category awareness) and culminating in the purchase decision. In these
models, advertising and marketing communications operate as an external stimulus and
the purchase decision is a consumer response.
A number of hierarchical models can be found in the literature including DAGMAR and
AIDA In a survey of more than 250 papers, Vakratsas and Ambler (1999) found little
empirical support for any of the hierarchies of effects. In spite of that, some authors have
argued that hierarchical models continue to dominate theory, especially in the area of
marketing communications and advertising.
The hierarchy of effects developed by Lavidge in the 1960s is one of the original
hierarchical models. It proposes that customers progress through a sequence of six stages
from brand awareness through to the purchase of a product.
Stage 1: Awareness - The consumer becomes aware of a category, product or

brand (usually through advertising)
↓
Stage 2: Knowledge - The consumer learns about the brand (e.g. sizes, colours,
prices, availability etc)
↓
Stage 3: Liking - The consumer develops a favourable/unfavourable disposition
towards the brand
↓
Stage 4: Preference - The consumer begins to rate one brand above other
comparable brands
↓
Stage 5: Conviction - The consumer demonstrates a desire to purchase (via
inspection, sampling, trial)
↓
Stage 6: Purchase - The consumer acquires the product
Hierarchical models have been widely adapted and many variations can be found,
however, all follow the basic sequence which includes Cognition (C)- Affect (A) -
Behaviour (B) and for this reason, they are sometimes known as C-A-B models. Some of
the more recent adaptations are designed to accommodate the consumer's digital media
habits and opportunities for social influence.
Selected alternative hierarchical models follow:
 Basic AIDA model: Awareness→ Interest→ Desire→ Action

 Modified AIDA model: Awareness→ Interest→ Conviction →Desire→ Action
 AIDAS Model: Attention → Interest → Desire → Action → Satisfaction
 AISDALSLove model: Awareness→ Interest→ Search →Desire→ Action →
Like/dislike→ Share → Love/ Hate
 Lavidge et al's Hierarchy of Effects: Awareness→ Knowledge→ Liking→

Preference→ Conviction→ Purchase.
 DAGMAR Model: Awareness → Comprehension → Attitude/ Conviction →
Action
 Rossiter and Percy's communications effects: Category Need → Brand
Awareness → Brand Preference (Ab) → Purchase Intent→ Purchase Facilitation.
3.7 Review of literature.

1) (Sweety Gupta, 2013) The purpose of the paper is to examine the brand awareness
in rural area and to study the attitude of consumer in branded products of Daily
Consumption Goods .The brand awareness is showing increasing trend
everywhere and Jagraon Region of Punjab State is not an exception to it. To
examine the validity of this general statement that is being discussed day in and
day out by the researcher, market managers, producers, consumers, advertisers,
etc., Research Paper on brand awareness in rural area on Daily Consumption
Goods in Jagraon Region of Punjab is taken up. The paper throws light on
behavior of rural consumers regarding brands of daily consuming goods.
2) Dr. Aqeel Ahmad(2014) This research study investigates methods of brand loyalty
through brand credibility and brand awareness. Simple random sampling method
and Structure questionnaire were used for data collection. Data was analyzed
through SPSS. The findings of this research study showed that brand loyalty has
been observed to have positive association with brand credibility and also with
brand awareness. This research shows the effect of brand credibility and brand
awareness on brand loyalty. The result shows that both – brand credibility and
brand awareness – are useful for creating brand loyalty. Brand credibility and
brand awareness both are the key elements in building brand loyalty, which is
equally important for marketers and consumers. Brand loyalty acts a potent brand
differentiator and offer sustainable competitive advantage. Brand credibility and
brand awareness creating or reinforcing a brand’s personality enhances brand
value or equity, which in turn can be leveraged through brand extension.
3) Yang Zhao(2017) This study discusses the impact of brand awareness and
customer experience on brand loyalty of MI. This study randomly selected the
people who have purchased the MI's product to complete the questionnaire. The
variables of this questionnaire included population statistics variables, the brand
awareness of consumers, the experience of consumers when purchasing, and the
customer's loyalty of its brand. This paper adopted the method of Questionnaire to
explore the causal relationship among brand awareness, customer experience and
brand loyalty. The hypothesis that "Brand awareness can positively predict brand
loyalty" has been proved in this paper. Through the hierarchical regression
analysis, we found that the higher the degree of users’ awareness of MI, the more
can promote the formation of the brand loyalty. The regression model shows that
when the user’s awareness of MI degree increased by 10%, the user’s Brand
Loyalty of MI will be increased by 4.18%. Because the Brand Awareness is a
foundation about forming the Brand Loyalty, the more those users know about
MI, the more they can feel the value of the brand. So it is necessary to do the
positive popularity of Brand Awareness.
4) Prof.Lakshmi Narayana.K(2015) The purpose of this study is to examine the

brand awareness in rural area and to study the interest of consumers in branded
products of Fast Moving Consumer Goods (FMCG). The brand awareness is
showing increasing tendency everywhere and Chickaballapur Region of
Karnataka State is not an exception to it. The brand awareness in rural areas
particularly in respect of beauty care and health care products is showing an
increasing tendency. (Most of the people both from illiterate & literate groups
prefer branded products with the belief that quality is assured as the
manufacturers are reputed companies. For Ex: Colgate Tooth Paste, Head &
Shoulder shampoo). People are not worried about the price of the product. They
are showing willingness to spend higher price when they realize that they can
afford to spend. Since the usage of branded products of reputed companies will
elevate their status as well as stature in that village.
4.1 Introduction
A research method is a systematic plan for conducting research. Sociologists draw on a
variety of both qualitative and quantitative research methods, including experiments,
survey research, participant observation, and secondary data. Quantitative methods aim to
classify features, count them, and create statistical models to test hypotheses and explain
observations. Qualitative methods aim for a complete, detailed description of
observations, including the context of events and circumstances.
4.2 Research definition
According to Redman and Mory (1923), defined research is a "systematized effort to

gain new knowledge". It is an academic activity and therefore the term should be used in
a technical sense.In sum, research is the search for knowledge, using objective and
systematic methods to find solution to a problem.
4.3 Research Process
Identify a problem. The first step in the process is to identify a problem or develop a
research question. The research problem may be something the agency identifies as a
problem, some knowledge or information that is needed by the agency, or the desire to
identify a recreation trend nationally. This serves as the focus of the study.
Formulating research aim, objectives and research questions or developing

hypotheses. The choice between the formulation of research questions and the
development of hypotheses depends on your research approach as it is discussed further
below in more details. Appropriate research aims and objectives or hypotheses usually
result from several attempts and revisions and these need to be mentioned in
Methodology chapter. It is critically important to get your research questions or
hypotheses confirmed by your supervisor before moving forward with the work.
Conducting the literature review. It can be mentioned that the literature has proved to
be the longest stage in the research process and that you have utilized a wide range of
secondary data sources such as books, newspapers, magazines, journals, online articles
etc.
Selecting methods of data collection. Specific data collection method(s) need to be

selected on the basis of critically analyzing advantages and disadvantages associated with
several alternative data collection methods. In studies involving primary data collection,
in-depth discussions of advantages and disadvantages of selected primary data collection
method(s) need to be included in methodology.
Collecting the primary data. Primary data collection needs to be preceded by a great
level of preparation and pilot data collection may be required in case of questionnaires.
Primary data collection is not a compulsory stage for all dissertations and you will skip
this stage if you are conducting a desk-based research.
Data analysis. Analysis of data plays an important role in the achievement of research
aim and objectives. Data analysis methods vary between secondary and primary studies,
as well as, between qualitative and quantitative studies
Reaching conclusions. Conclusions relate to the level of achievement of research aims

and objectives. In this final part of your dissertation you will have to justify why you
think that research aims and objectives have been achieved.
Completing the research. Following all of the stages described above, and organizing
separate chapters into one file leads to the completion of the first draft. The first draft of
your dissertation needs to be prepared at least one month before the submission deadline.
This is because you will need to have sufficient amount of time to address feedback of
your supervisor.
4.4 OBJECTIVES OF THE STUDY
Primary Objective: A study on Brand Awareness of INDIAMART among textile

traders in Surat city .
Secondary Objectives:
 To identify the factors influencing brand awareness of IndiaMart among textile

traders in Surat City .
 To examine the brand preference and awareness of textile traders of surat city
towards business to business e-commerce websites.
 To study the attributes of brand awareness.
 To check the effectiveness of brand awareness programs in overcoming the
challenges .
4.5 Research design
Research design defines the study type, research question, hypotheses, variables, and
data collection methods. Some examples of research designs include descriptive,
correlational, and experimental. Another distinction can be made between quantitative
and qualitative methods.
For this project research is used Descriptive in nature.
4.6 SAMPLING
Sampling size:
Total number of elements studied is known as sampling size.

The sample size used for my survey is 50 .
Sampling method :
There are two types of sampling methods

-Probability sampling method
- Non probability method
Here Convenience Sampling of Non Probability method is used.
Sampling frame :
A list of map or other specification of a unit which constitute the available information
sampling to the population designated for a particular sampling scheme.
In my study the area of Textile market in Surat is the sample frame.
Sampling Element :
The elements which are available for selection in a sample store, product or person is
known as sampling element.
Here in the survey sample elements are the Textile Traders of Surat.
Survey method :
There are various methods through which survey can be conducted like
online,telephonic,mails,face-toface,computarized,etc. This research will be carried out
through personal survey method by contacting textile traders.
Survey Tool :
In this project, structured questionnaires will be used.
4.7 LIMITATIONS OF THE RESEARCH SURVEY

Although the project is done taking utmost care, certain limitations are bound to be there:
- As population is a whole is not studied, random sampling is selected.

- The time limit for completing the project was limited.
- The responses may be biased.
Problems may be occurring during the making of questionnaire as it may not be

exhaustive.
4.8 IMPORTANCE OF THE STUDY
- It is necessary to understand the usage behaviour of customers regarding the

online commerce sites so as to know the trend of e commerce.
- It helps in identifying which is the leading online Business to business website in

Surat city.
- This study helps the company to understand what are the needs and behavior of
their customers so that the company can design its strategies accordingly.
4.9 SCOPE OF THE STUDY
This project will deal with understanding of brand awareness of textile traders regarding
IndiaMart and other business to business e-commerce websites. This project will cover all
aspects of brand awareness. This project can also be extended to different areas of studies
taking sampling frame. This can also help research scholars, different universities and
academicians.
5.1 DATA ANALYSIS AND INTERPRETATION
(Q1). How often do you use “e-commerce (business to business) websites?
NO OF RESPONSES PERCENTAGE (%)

Daily 6 12
Weekly 13 26
Monthly 17 34
Quarterly 11 22
Half quarterly 3 6
Total 50 100
(Table 5.1showing when people use e-websites)
(5.1 pie chart showing when people use e-websites)
Interpretation: 34% people use websites daily followed by upto 26% and 12% people
use website daily and weekly.
(Q2). Have you heard of “indiamart” ?
No.of responses Percene%

Yes 40 80
No 10 20
Total 50 100
(Table 5.2 showing number of people who have heard about indiamart)
( 5.2 pie chart showing number of people who have heard about indiamart)
Interpretation: 80% people which is the most of respondents have heard about
indiamart, while 20% haven’t heard of it .
(Q3). How did you know about “INDIAMART.com” ?
No. of responses Percentage%

Tv 2 5
Print media 7 17.5
Word of mouth 11 27.5
Online 17 42.5
Radio 3 7.5
Others 0 0
Total 40 100
(Table 5.3 showing how people came to know about indiamart )
( 5.3 pie chart showing how people came to know about indiamart )
Interpretation: 43% which is the highest have heard about indiamart from online
source, followed by 27% from word of mouth.
(Q4). Have you shopped at/visited the “indiamart.com”?
No.of responses Percentage%
Yes 36 90
No 4 10
Total 40 100
(Table 5.4 showing number of people who shopped at/visited indiamart )
( 5.4 pie chart showing number of people who shopped at/visited indiamart )
Interpretation: 90% of respondents which is the highest have shopped at /visited

indiamart, followed by 10% not .
(Q5). How often do you visit the site ?
Daily 2 5
Weekly 6 15
Monthly 18 45
Half quaterly 11 27.5
Quaterly 3 7.5
Total 40 100
(Table 5.5 showing when people visit indiamart )
( 5.5 pie chart showing when people visit indiamart )
Interpretation: 45% respondents which is the majority visit the site monthly, followed
by 27% visit half quaterly.
(Q6). For what purpose do you use “indiamart.com” site?
To buy something 4 15
To sell something 16 35
To enquire about products 20 50
Total 40 100
(Table 5.6 showing the purpose of people to use indiamart )
( 5.6 pie chart showing the purpose of people to use indiamart )
Interpretation: 50% respondents(majority of respondents) use India mart to enquire

about products, followed by 35% use to sell something.
(Q7). How important are the following factors to you, when choosing an “e-commerce”
website?
Very Irrelevant Neutral Relevant Very relevant

irrelevant
FREQ % FRE % FREQ % FREQ % FREQ %
Q
Brand 1 2.5 2 5 8 20 15 60 14 35
image
Delivery 1 2.5 5 12. 7 17. 17 42. 10 25
period 5 5 5
Promotio 1 2.5 0 0 11 27. 21 52. 7 17
n 5 5 .5
Variety of 1 2.5 0 0 11 27. 15 37. 13 32
products 5 5 .5
Price of 2 5 1 2.5 10 25 16 40 11 27
products .5
Total 40 100 40 10 40 100 40 10 40 10
0 0 0
(Table 5.7 showing importance of some factors while choosing a website )
(Table 5.7 showing importance of some factors while choosing a website )
Interpretation: 60% of respondents believe brand image is the most relevant factor for
them while choosing a website , being followed by 53% of promotion factor .
Promotion and price of the products , were the most irrelevant factors for the respondents
while choosing a website.
(Q8).which of the following “e-sites” do you prefer to buy or sell products of your
company?
Amazon 4 10
Indiamart 13 32.5
Alibaba 17 42.5
Flipkart 4 10
Quikr 2 5
Others 0 0
Total 40 100
(table 5.8 showing preference for websites of people )
( 5.8 pie chart showing preference for websites of people )
Interpretation: 43% at majority of respondents use alibab.com to buy/sell products of

their company, followed by 32 % indiamart.
(Q9). Can you recall this tagline “kam yahin banta hain ” of indiamart ?
Yes 33 82.5
No 7 17.5
Total 40 100
(table 5.9 showing the number of people who were able to recall tagline )
(5.9 pie chart showing the number of people who were able to recall tagline )
Interpretation: 82% of the maximum respondents were able to recall the tagline , while
18% were not able to recall.
(Q10). In what way advertisements of indiamart has influenced you ?
Better recall 17 42.5
Positive impression for 18 45

brand
Better exposure 5 12.5
Total 40 100
(table 5.10 shows the way inn which advertisement of indiamart influenced people )
( 5.10 pie chart shows the way in which advertisement of indiamart influenced people )
Interpretation: 45% that is half of the respondents were influenced as “positive

impression for brand ” by the advertisement of indiamart,while 42% were influenced as
to “better recall”.
(Q11). Have you used any other “e-websites ” than indiamart.com ?
Yes 44 88
No 6 12
Total 50 100
( table 5.11 shows the number of people who have used websites other than indiamart )
( 5.11 pie chart shows the number of people who have used websites other than indiamart)
Interpretation: 88% that is maximum of the respondents have used another websites ,
while 12% haven’t .
(Q12). Name any 1 brands of “e-commerce ” websites of your choice ?
Alibaba 9 18
Amazon 13 26
Quikr 11 22
Flipkart 6 12
Others 11 22
Total 50 100
(table5.12 shows the most common choice for websites )
(5.12 pie chart shows the most common choice for websites )
Interpretation: 26% respondents answered amazon , followed by 22% answered quikr

as their choice of e-commerce websites.
(Q13). Would you recommend “indiamart.com” to others ?
Yes 25 62.5
No 15 37.5
Total 40 100
(table5.13 shows the number of people who will recommend indiamart to others )
(5.13pie chart shows the number of people who will recommend indiamart to others )
Interpretation: 62% which more than half the respondents will recommend indiamart to
others , while 38% won’t .
5.2 RESPONDENT PROFILE
(Q14). Gender
Male 50 100
Female 0 0
Total 50 100
(table 5.14shows the gender of respondents)
( 5.14 pie chart shows the gender of respondents)
Interpretation: 100% respondents were male.
(Q15). Age
18-25 12 22
26-30 20 40
30+ 18 36
Total 50 100
(table 5.15 shows the age group of respondents)
( 5.15 pie chart shows the age group of respondents)
Interpretation: 41% of the respondents belonged to 26-30 age group, followed by 37%
to 18-25 age group .
(Q16). Monthly income
Upto 50,000 9 18
50,000-1,00,000 26 52
Above 1,00,000 15 30
Total 50 100
(table 5.16 shows the monthly income of respondents)
(table 5.16 shows the monthly income of respondents)
Interpretation: 52% of the respondents monthly income is between 50,000-1,00,000 ,

followed by 30% is above 1 lac.
(Q17). Occupation
Retailer 21 42
Wholesaler 23 46
Agent 6 12
Total 50 100
(table 5.17 shows the occupation of respondents)
( 5.17 pie chart shows the occupation of respondents)
Interpretation: 46% of the respondents are wholesalers, followed by 42% are retailers.
Cross tabulation
(Q1). Have you heard of indiamart ?
Age Yes No
No of % No of % Total
responses responses
18-25 9 75 3 25 12
26-30 16 80 4 20 20
30+ 10 56 8 44 18
(table 5.18 shows the cross tabulation of gender with question)
Interpretation: 80% maximum of the 26-30 age group have heard about Indiamart ,
while 75% of the 18-25 age group have heard about it .
(Q2). Have you used any other “ecommerce” websites other than indiamart.com ?
Occupation Yes No Total
No of responses % No of responses %
Retailer 19 90.47 2 10 21
Wholesaler 20 86.95 3 13.04 23
Agent 5 83.33 1 16.66 6

(table 5.19 shows the cross tabulation of occupation with question)
Interpretation: 90% of the retailers being the maximum have used other websites than
Indiamart.com , while 83 % of the agents have used other websites than Indiamart.com .
5.3 Findings
 More than 34% of the respondents use “e-commerce” websites monthly.
 More than 40% of the respondents came to know about indiamart through online
source.
 More than 80% of the respondents have atleast visited/ shopped at Indiamart for
one time.
 More than 40% of the total respondents ,monthly visit the Indiamart .com
 Half of the respondents just use the site to enquire about products.
 For most of the respondents factors like brand image , delivery period are relevant
while choosing E-websites to sell or buy products for their company.
 Most of the respondents prefer alibaba.com as their preferred e-websites to buy or

sell products of their company.
 Most of the respondents were able to recall the tagline of indiamart.com .
 For most of the respondents better recall, and positive impression for brand are
the ways in which advertisements of Indiamart has influenced them .
 80% of the respondents have heard about Indiamart.
6.1 Conclusion
From the above study we can conclude that the Indiamart has good brand awareness as
the 80% of the respondent have heard about the website, and most of the respondents
recognize the website as “kam yahin banta hain ”.
If we connect this data with Surat city‘s textile traders population then around 16,000
people doesn’t know about the INDIAMART.
Few factors such as “sources like radio , word of mouth , brand image of the company ,
tagline of the company , advertisements of the company” were identified during the study
which influenced the brand awareness of Indiamart among textile traders of Surat city .
Brand preference was also checked of textile traders as in which brand they prefer more
to use business to business e-commerce website , it was found out that along with
Indiamart traders preferred Alibaba.com and Amazon.com as their top choices to use
business to business e-commerce website .
INDIAMART have to need to promote the Website in Surat city through new tools of
communication mix. INDIAMART needs to establish the relationship market and good
public relation with textile traders to gain the word of mouth communication.
Lastly I want to conclude my project in some points- The customers are attracting
towards E-websites . Indiamart needs to understand the needs of the textile market more
properly so that they can offer more variety than their competitors. Indiamart currently
just gives a platform to the buyers and sellers of different industry segments to carry out
business , if possible it can enter in e- retail sector also by offering products for industrial
segment and thus creating a USP for them .
6.2 Recommendations
To promote and create brand awareness the INDIAMART, INDIAMART can follow
the following:
 Advertisement through Prints, Internet and Audio/ visual media should be
increase for Max. Brands should be increase to catch more customers.
INDIAMART should undergo extensive promotion to be Zenith among its
Competitors.
 With change in customer preferences and needs , INDIAMART should research in
Technology to develop and adopt more convenient business software , which
fulfil the inefficiencies of the current market.
 INDIAMART can maximise their presence in online retailing ,facilitating a B2C-
like experience for the B2B retail world.
 INDIAMART should focus on how to scale the marketplace by augmenting their

listing services by getting more buyers and SMEs and maximising business
growth for them. Secondly, they should launch an initiative to target bigger
brands for both buying and selling requirements.
 INDIAMART need to focus on attract new customer through various other
strategies which set a USP for them.
 Invest in supply chain infrastructure; it should take steps to convert the footfall in
the E-Retail into sales by offering, “Catchy & Intelligent schemes”. The attitude
of back office - sales force must be helping & communication in formal way.
 Now a day’s customer focus more on the quality and variety of products with the
price, they want “value for the product” as well. In the textile industry case ,
business customers focus more on building trust-worthy relationships with
suppliers . thus Indiamart should focus that the suppliers and buyers which are
listed are trust worthy .
Books:
 KHOTARI C.R., “Research Methodology”, 1st Edition, WISHWA PRAKASHAN.
 KOTLER PHILP, “Marketing Management, 8th edition, “analysis, Planning and

Control” Pearson Publication.
 Philip Kotler Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, “Marketing
Management”, 13th edition, Person Education.
Websites:
https://en.wikipedia.org/wiki/E-commerce_in_India
http://ideasmakemarket.com/2015/11/industry-overview-indian-e-commerce-industry.html
https://www.grandviewresearch.com/industry-analysis/business-to-business-b2b-e-commerce-
market
https://en.wikipedia.org/wiki/IndiaMART
https://corporate.indiamart.com/about-us/
http://www.mbaskool.com/brandguide/lifestyle-and-retail/5216-landmark-group.html
https://en.wikipedia.org/wiki/Brand_awareness
http://www.investopedia.com/terms/b/brand-recognition.asp
http://www.businessdictionary.com/definition/brand-recall.html
http://study.com/academy/lesson/research-methodology-approaches-techniques-quiz.html
I student of DRB & BC Patel BBA College is conducting a survey on “A

STUDY ON BRAND AWARENESS OF INDIAMART AMONG
TEXTILE TRADERS IN SURAT CITY”. Kindly provide me with
necessary information by filling up this questionnaire. Information provided
by you will be strictly used for academic purpose.
Thank you ,
Yash sarawagi
INSTRUCTIONS: Use tick marks (√) to give your opinion for the question given
below.
(Q1). How often do you use “e-commerce (business to business) websites ?
. 1. daily
2. weekly
3. monthly
4. quaterly
5. half quaterly
(Q2). Have you heard of “indiamart” ?
yes no
[if no , then please directly answer (Q11) ,(Q12) and submit the questionnaire ]
(Q3). How did you know about “INDIAMART.com” ?

1. Tv
2. print media
3. Word of mouth
4. Online
5. Radio
6.others ____________
(Q4). Have you shopped at/visited the “INDIAMART.com” ?

Yes No
(Q5).How often do you visit the site ?
Daily
Weekly
monthly
half quaterly
quaterly
(Q6). For what purpose do you use “INDIAMART.com” ?
to buy something
to sell something
to enquire about products
(Q7). How important are the following factors to you , when choosing a “ E-commerce ”
website?
Very Irrelevant Neutral Relevant Very
irrelevant Relevant
Brand
image
Delivery
period
Promotion
Variety of
products
Price of
products
(Q8). Which of the following “e-sites” do you prefer to buy or sell products of your
company ?
1. amazon
2. Indiamart
3. alibaba.com
4. Flipkart
5. Quikr
6.others_________________
(Q9).Can you recall this tagline “ Kam Yahin Banta Hain” of Indiamart ?
Yes No
(Q10). In what way aadvertisements of Indiamart has influenced you ?
1. Better Recall
2. Positive impression for Brand
3. Better Exposure
(Q11). Have you used any other “ e-websites” than INDIAMART.com ?
Yes No
(Q12). Name any 1 Brands of “E-commerce websites” of your choice ?
_____________________________________________.
(Q13). Would you recommend “INDIAMART.com” to others ?

Yes No
Personal Details
1. Name : _________________
2. Gender : Male Female
3. Age :18-25 26-30 30+
4. Monthly :Upto 50000

income 50000-100000
above100000
5. Occupation :Retailer
Wholesaler
Agent
6. Email address : _________________________.
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A study on brand awareness of Indiamart among textile traders in Surat City

1.1 Meaning of E-commerce industry

Electronic commerce or e-commerce refers to a wide range of online business activities

1.2 Growth of E-commerce in indian market

According to a study done by Indian Institute of E-Commerce, by 2020 India is expected

1.3 Meaning of B2B E-commerce

2.1 Introduction IndiaMart

As of Dec 31’17, IndiaMART caters to:

Indiamart for buyers:

Indiamart for sellers:

2.3 Awards and Recognition

‘Best Online Classified Website Award’ at Drivers of Digital Awards,

‘Special Contribution Award’ at WASME – Super SME Awards, 2016

Nominated for 4th India Digital Awards.

Manthan Award 2013 under the ‘E-business and Financial Inclusion’

Red Herring 100 Asia Awards 2008

Nominated among the top three at Emerging India Awards 2008

The competitors of Indiamart are :

Estimated Revenue: $527m

Estimated Revenue: $150m

Estimated Revenue: $17.5m

2.5 Top management

Founder and CEO- Dinesh Agarwal

Co-Founder & Director- Brijesh Agarwal

Director – Dinesh Gulati

Chief Product Officer- Amarinder S Dhariwal

Chief Finance Officer – Prateek Chandra

Sr. Vice President, Product – Abhishek Bhartia

Sr. Vice President Client Servicing – Amit Jain

Sr. Vice President Product & Technology – Devendra Singh

National Head – HR – Madhup Agrawal

Sr. Vice President Finance and Accounts – Sudhir Gupta

Senior VP- Legal & Secretariat – Manoj Bhargava

Senior VP- Big Brands – Prashant Chauhan

Vice President – Marketing – Sumit Bedi

National Head – Acquisition – Vikas Aggarwal

2.6 SWOT Analysis

Logistics: Indiamart.com has excellent distribution system implemented which helps in

Replicable model: The model on which Indiamart.com is performing its business is

Specialization: Indiamart.com is a website that is highly decentralized as it does not

Government policies: Indiamart.com can grow exponentially because of the present

3.1 Introduction to Brand Awareness.

According to Philip Kotler

“Extent to which a brand is recognized by potential customers, and is correctly

3.3 Types of brand awareness.

 Brand Recall (Unaided Research)

 Brand Recognition (Aided Research)

Brand recognition is extent to which a consumer can correctly identify a particular

3.4 Importance of brand awareness.

Brand awareness is a key indicator of a brand's market performance. Every year

3.6 Brand awareness and the hierarchy of effects.

Brand awareness is a standard feature of a group of models known as hierarchy of effects

Stage 1: Awareness - The consumer becomes aware of a category, product or

Selected alternative hierarchical models follow:

 Basic AIDA model: Awareness→ Interest→ Desire→ Action

 Lavidge et al's Hierarchy of Effects: Awareness→ Knowledge→ Liking→

3.7 Review of literature.