Course Code: MGN206 Course Title: Research methodology.

Course Instructor Dr. Veer P. Gangwar

Academic Task No. 02 Academic Task Title Analysis of Data
Date of Allotment. 24.02.21 Date of Submission : 20.03.21
Student Roll no A13 Student Reg.no. 11908627

Term 4 Section Q1910

Max. Marks 30 Marks obtained

Learning Outcomes
 To learn how to analyse data after collecting through survey by using MS Excel.

Declaration:
 I declare that this Assignment is my individual task. I have not copied it from any
other students’ work or from any other source accept where due acknowledgement is
not made explicitly in the text, nor has any part been written for me by any other
person.

Evaluation Criterion: Rubrics on different parameters

Students Signature: Harshit Manaktala

Evaluator’s signature:
General Observations Suggestions for Best part of assignment
Improvement
 Research on Impact of Digital Marketing
on Young Consumer’s Buying Behavior

1) Objective

 A detailed study on digital marketing.

 To analyze how digital marketing influences the purchase decisions
of the youth.
 To show how digital marketing is changing people lives and
influencing buying decisions.
 To understand various characteristics that attract youth to shop
using digital channels.
 To examine the effectiveness of advertisements in digital marketing
and their impact on purchase decisions of youth.
2) Questionnaire-
3) Data Analysis and Interpretation (As per the Objectives of CA-2) (You can
prepare certain charts and graphs, descriptive statistics table and analyze data by
using parametric and non-parametric tests with SPSS).

Descriptive Statistics:

Frequency Table Gender

Frequency Percent Valid Percent Cumulative Percent

Valid Female 28 56.0 56.0 56.0

Male 22 44.0 44.0 100.0
Total 50 100.0 100.0

Education Qualification

Frequency Percent Valid Percent Cumulative Percent

Valid Upto 12th 6 12.0 12.0 12.0
Upto PG Degree 23 46.0 46.0 58.0
Upto UG Degree 21 42.0 42.0 100.0
Total 50 100.0 100.0

Graphical Presentation:

I have taken this survey from young people to identify how digital marketing
effect their purchasing decision. Most of the people are from 18-26 yrs.
Majority is of people of 19 yr that is 33.3%.
I tried to take the responses from both the genders Male and Female, that is
50% both.

As graph shows that how people of UG Degree are more attracted towards
buying through digital marketing, others are also but this survey shows how
college students can be focused to run digital marketing campaigns. As 40%
are only from UG Program. Others 20%, 10%, 30%.
If we analyse the data we finds that people are more attracted through
Multimedia Advertisement. Other sources are also sharing favourable quota.
Others are 66.7%, 60%, 70%, 50%, 43.3%.

This data presentation shows how people usually buy using websites like
amazon, flipkarts, etc. Website alone have 43.3% Space in pie graph, others
with 13.3%, 10%, 13.3%, and 20%.
This data presentation shows how website influence people to buy using the
digital marketing channels. 33.3% websites, 23.3% Multimedia advertising,
10% others, 30% Social Media.

If we study the above graph it shows that 56.7% people prefer to buy
Shopping goods, 23.3% Convenience goods, 36.7% speciality goods, 13.3%
Undesirable Goods.
This is very important graph which tell us that how digital marketing
influencing the youth people to using online platform, if we notice that 36.7%
agree, 33.3% Strongly Agree, 16.7% No Opinion, 10% Disagree.

We look the data most of the people buy products sometimes which is 63.3%
and 13.3% rarely, 10% Never, 13.3% Frequently. So this shows if we
promote products using Digital marketing people will buy our products.
This is very important graph which tell us that how digital marketing
influencing the youth people to using online platform, if we notice that 36.7%
agree, 33.3% Strongly Agree, 16.7% No Opinion, 10% Disagree.
We look the data most of the people buy products sometimes which is 63.3%
and 13.3% rarely, 10% Never, 13.3% Frequently. So this shows if we
promote products using Digital marketing people will buy our products.
This data shows how different factors influence the young customers to buy
the products using digital marketing sources. 56.7% Good presentation of
products, 50% Because of some influencer, 53.3% aware you about new
products, 56.7% help to find new products, 50% lots of Choices.

4) Analysis using Chi square(Non-Parametric Test) using Spss

software.
Assumptions:

• • Data should be interval or ratio scale.

• • Data should be randomly sampled.
• • Normal Distribution.
• • Homogeneity Of Variance.
• • Independence of Samples.

We applied Chi square test on 4 of the statements with age, gender, and
educational qualification being the independent variables.
The confidence level is taken 95% with 50 samples.
Null Hypothesis(H0): There is no significant relationship between Specific digital
platform and buying decision.

Alternate Hypothesis(H1): There is a significant relationship between Digital

marketing campaign and buying decision.

SPSS Results:

The identified Significance(2-sided) level is 0.154.

It is greater than 0.05.
Thus, Null Hypothesis will be accepted.

Conclusion
This Analysis tells us that how digital marketing influence the the
purchasing behavior of young consumers between the age of 18-
26 yrs. And what are the platforms they are using and how much
products they are purchasing, whether they like purchasing or not.
To analyze how digital marketing influences the purchase
decisions of the youth. To show how digital marketing is
changing people lives and influencing buying decisions. To
understand various characteristics that attract youth to shop using
digital channels. To examine the effectiveness of advertisements
in digital marketing and their impact on purchase decisions of
youth.