A

PROJECT REPORT

On

Study of Customer satisfaction on Digital Marketing

With Special Reference to

Amazon Online Shopping

-Submitted To-

Savitribai Phule Pune University, Pune

In partial fulfilment of the requirement of

Bachelor of Business Administration (BBA)

Submitted by

Miss. Pranjal Babaji Walunj

-Under the guidance of-

Prof. Auti M.N.

THROUGH

Gramonnati Mandal’s

Arts, Commerce, Science College Narayangaon

(Department of BBA/BCA)

For The Year 2022-2023

 CERTIFICATE

This is to certify that Ms. Walunj Pranjal Babaji of SYBBA Roll No. 16 having
specialization in Marketing Management has successfully completed her project titled Study of
Customer satisfaction on Digital Marketing as per the norms of Savitribai Phule Pune University
under the guidance of Prof. Auti M.N. for academic year 2022-2023.

Internal Examiner External Examiner

Project Guide HOD Co-ordinator

(Prof. Auti M.N.) (Prof. Gharage S.V.) (Prof. Kudekar S.B)
 DECLARATION

I hereby declare that the information, Photographs, Data etc. report study shall be strictly utilized
only for the purpose of project report is a part of the partial fulfilment of Degree of Bachelor in
Business Administration at Arts Commerce & Science College, Narayangaon for the academic
year 2022-23 under Savitribai Phule Pune University, Pune.
I honestly state that the intention of collection of the information in my research report is solely
for the purpose of study, not for commercial purpose or any means my sole and sincere motive to
learn the procedure practically and express my views by preparing Project Report.
Thus the sole and honest objective for collecting the information is only for the academic
purpose and I assure that collected information shall be restricted only for Project Report.

Place: Narayangaon
Date: / /

Walunj Pranjal Babaji

 ACKNOWLEDGEMENT
I would like to sincere thanks to Prof. Auti M.N. for their valuable co-operation and support,
without whom it was difficult to complete this project work.
I am extremely delighted to express my deep hearted regards to my research project guide
Prof. Auti M.N. Arts, Commerce, Science College of Narayangaon, who has spent his precious
time to direct these academic undertakings without his guidance and valuable suggestions, this
work, would have not been completed.
I also pay my sincere thanks to all those who have directly or indirectly supported me to
complete this project.

Place: Narayangaon
Date: / /

Walunj Pranjal Babaji

 Index
Sr. No. Content Page No.
1 Chapter-1 1
1.1 Introduction 2
1.2 Objectives of Study 2
1.3 Need 3
1.4 Importance 4
1.5 Scope of the study 5
1.6 Research Methodology 6
1.7 Limitations 7
2 Chapter-2 8
2.1 Introduction of Organisation 9
2.2 History of Organisation 10
2.3 Products & services of 10
Organisation
2.4 Departments 11
2.5 Objectives of Organisation 11
2.6 Aims of Organisation 11
3 Chapter-3 12
3.1 Marketing Strategies 13
3.2 Achievement 14
3.3 Organisational Chart 15

4 Chapter-4 16
4.1 Theoratical Background 17
4.2 Research Methodology 18
5 Chapter-5 19
Data Analysis & Presentation 20-29

6 Chapter-5 30
6.1 Findings 31
6.2 Suggestion 32
6.3 Conclusion 33
6.4 Bibliography 34
CHAPTER 1

1
1.1 Introduction:
“Digital marketing is the promotion of brand using all forms of digital advertising. This now includes
television, radio, internet, mobile and any other form of digital media”

Digital marketing is an interactive marketing of products and services using digital technologies
to reach customers on-time and retain them. This interactive channel of distribution can be of various
media forms like mobile, internet other digital outdoor tools. Digital marketing is the most accessible,
easy to use and contemporary method of promotion which is also known as ‘online marketing’. It has a
great potential to replace traditional and out-dated methods of marketing and may prove inappropriate to
new and potential consumers. Digital Marketing is the term used for the targeted, measurable, and
interactive marketing of products or services using digital technologies to reach the viewers, turn them
into customers, and retain them.

There are many states that highlight the importance of digital marketing. With global e-commerce sales
expected to reach $4.5 trillion by 2021, it’s clear that there’s significant potential for online promotional
activity. What’s more, 51% of shoppers research their purchases on Google before making them.  With
around 4.5 billion internet users worldwide, digital marketing gives businesses the chance to reach people
on platforms where they spend a lot of time and money. It also gives smaller companies an opportunity to
compete with their huge rivals, allowing them to use data and insights to target customers. We’ve also
seen how vital online shopping is in the first half of 2020. At the peak of the COVID-19 lockdown in the
UK, online orders were up 200% compared to the previous year. For all kinds of companies, digital
marketing and the sales it generated were a lifeline when stores were closed.

1.2 Objectives:
The overall objective of digital marketing is creating and developing services and products that
meet the specific needs of customers and offering these products at competitive, reasonable prices that
will still yield profits. Businesses must realize that, the customer lies at the center of any organization's
marketing efforts, determining the overall success of the product or service.

To increase customer loyalty

To define target market

To determine your customer need

To Increased Brand Awareness

To Greater Brand Loyalty

To Better Customer Engagement, And Experience

2
1.3 Need:
1) Changing Trends:
Companies which are observant and recognize this trend do not use the normal
promotional approaches that are commonly found online. These companies try to
understand their consumer and tailor their offers accordingly.
2) Provides Direction:
A digital strategy serves to provide an organisation with a clear and defined path.
It assist in outlining the goals which are necessary for company to achieve that will
eventually increase the order of customer base and will also strengthen the relationship
with existing customers.
3) Relationship Between Online Market and Customer:
The business fails to appreciate the difference in the market dynamics and the
limitations of traditional marketing techniques in such situations. Thus, the organisation
does not understand different customer behavior, profile and the nature of the
competition. It is important for a business to correctly establish the means of targeting
their needful customers.
4) Eliminates Competition:
Without a unique digital marketing strategy the company will fail to allocate
enough resources for its purpose or the company may take an unplanned approach
towards digital marketing.
5) Flexible and Efficient Organisation:
Being flexible and responsive to any types of challenges are characteristics of many
of the successful brand of today. These are all dynamic companies and they experiment
with new approaches in order to attract new customers and to retain existing ones. This is
great benefit of digital marketing.

3
1.4 Importance
1) Can Be Measured:
The outcome of using digital marketing tools can be measured easily. On the basis of
measurability, accurate digital media marketing programmes can be formulated.
2) Easily Accessible:
The marketers as well as customers can immediately respond to each other as the
access to digital marketing is much easier than other traditional marketing media.
3) Attracts Potential Customers:
Digital marketing techniques are more likely to draw the attention of potential
customers and induce them to make the purchase.
4) Respectively Contacts with Customers:
Digital marketing is much cheaper and focused approach which facilitates the
marketer to constantly interacts with its customers. This helps the marketer to build a
long-term relationship with its customers and to create its goodwill in the market.
5) Creates Positive Impacts on Customers:
Various digital technologies are used like mobile phones, internet, blogs, etc. This
builds a positive image of the company in front of the customers that they are prone to
latest technological development on response to the market environment.
6) Quick and Easier Modification:
If any changes are required in the digital marketing strategy, then it can be easily
and quickly implemented to the compaign.

4
1.5 Scope
As mentioned above, the growth of digital marketing has been very impressive and the
numbers show that the growth is going to see an upward trend in the future. Simply put, the
future of digital marketing looks secure and bright.
More and more opportunities will keep coming in and thus, being creative, innovative, and
updated with the latest trends would be the basic principle of every digital marketer. 
The growth that we have witnessed on the Internet over the years especially since covid, is
here to stay. People are adapting to the new normal and in fact are now very comfortable with
carrying out things online, be it for shopping, ordering food or medicines, or even carrying out
banking transactions online!  
Hence, to cater to these new-formed demands of the consumers, digital marketing is
extremely essential. 
In addition to this, an important aspect to consider is the future generation will be a part of
the already digital world and will be accustomed to everything being online. So to be able to
deliver to these future consumers, companies must make digital marketing efforts starting today. 
An important takeaway from all this is that the future of careers in digital marketing is very
promising and if you have an inclination towards digital marketing, now is the time to grab this
opportunity to your advantage. .

5
1.6 Research methodology
A. Data collection
1. Primary data: It is a term for data collected at source. This type of information is
obtained directly from first hand sources by means of surveys, observations and experimentation
and not subjected to any processing or manipulation and also called primary data. Primary data
means original data that has been collected specially for the purpose in mind. It means someone
collected the data from the original source first hand. Primary data has not been published yet
and is more reliable, authentic and objective.

2. Secondary data: It refers to the data collected by someone other than the user i.e. the data
is already available and analysed by someone else. Common sources of secondary data include
various published or unpublished data, books, magazines, newspaper, trade journals, etc.

B. Sampling:
Sampling is a process used in statistical analysis in which a predetermined number of
observations are taken from a larger population. The methodology used to sample from a larger
population depends on the type of analysis being performed, but it may include simple random
sampling or systematic sampling.

How Sampling is used

A Certified Public Accountant (CPA) performing a financial audit uses sampling to determine
the accuracy and completeness of account balances in the financial statements. Sampling
performed by an auditor is referred to as "audit sampling." 1

It is necessary to perform audit sampling when the population, in this case account transaction
information, is large. Additionally, managers within a company may use customer sampling to
assess the demand for new products or the success of marketing efforts.

The chosen sample should be a fair representation of the entire population. When taking a
sample from a larger population, it is important to consider how the sample is chosen. To get
a representative sample, it must be drawn randomly and encompass the whole population. For
example, a lottery system could be used to determine the average age of students in a university
by sampling 10% of the student body.

6
1.7 Limitations
1. High competition

The digital marketing campaign should be well thought of, should stand out, grab attention
and create impact on the target audience since the competition has grown many folds in the
recent past. Any monotonous approach or repeated method will drive the brand out of the
competition in no time. Digital marketing campaigns have become very competitive, thus brands
have to be relevant to the needs of the customers and be quick in responding.

2. Dependability on Technology

Digital marketing is purely based on technology and the internet is prone to errors.
There are times when the links may not work, landing pages may not load, and page buttons just
don’t simply do its job. This leads the prospective customers to switch to other brands.
Therefore, to avoid this, a test of the website is necessary, also proofreading the contents and
making sure that the campaigns will work on its targeted niche becomes important.

3. Time Consuming

One of the biggest disadvantages of digital marketing campaigns is its time

consuming nature. Unorganized tactics and strategies may consume a lot of time and often it
becomes difficult to devote the desirable time to the campaign. This will eventually lead to
negative results. Therefore, it has been suggested to focus on a strategy that the company needs
the most then accordingly plan and curate the content. Digital marketing tools like HubSpot,
Ahrefs and social media posting, and scheduling tools like Hootsuite and Tweetdeck should be
used to overcome the potential barriers.

4. Security and Privacy Issues

Security is the primary requirement for any brand; hence website protection is
something to be executed seriously as a digital marketer. Securing the network and safeguarding
the network connections by using firewalls and encryption tools like VPN is always suggested.
The basic approach of having a good antivirus is most desirable. The legal considerations in
obtaining customer data for using in digital marketing strategies must be done with all required
formalities. Protecting the customer data should be the top priority as it may be compromised
during data breaches.

7
CHAPTER 2

8
2.1 Introduction to the Organisation

Name of the Organisation: Amazon

Email ID: cs-reply@amazon.com.

Address:

Head Office: Seattle, Washington, United States.

Head Office in India: Second Floor, Safina Towers, Opp. JP Techno

Park, No. 3 Ali Asker Road, Bangalore – 560 052.
Amazon Slogan:  Work Hard, Have Fun, Make History.

9
2.2 History of Amazon:
Amazon was founded by Jeff Bezos in July 1994, who chose Seattle for its abundance of
technical talent, as Microsoft was in the area. Mackenzie Scott was also instrumental in its
founding, and drove across the country with Bezos to start it. When Scott graduated, she applied
to work for D. E. Shaw & Co., a quantitative hedge fund in New York City, as a research
associate to "pay the bills while working on her novels". Bezos, then a vice-president at the firm,
met her when he interviewed her.
Amazon went public in May 1997. It began selling music and videos in 1998, and began
international operations by acquiring online sellers of books in the United Kingdom and
Germany. The following year, it began selling video games, consumer electronics, home
improvement items, software, games, and toys.
In 2002, it launched Amazon Web Services (AWS), which provided data on website
popularity, Internet traffic patterns, and other statistics for marketers and developers. In 2006, it
grew its AWS portfolio when Elastic Compute Cloud (EC2), which rented computer processing
power, provided Simple Storage Service (S3), and rented data storage via the Internet, also
became available. That year, Amazon also started Fulfillment by Amazon which allowed
individuals and small companies to sell items through the company's Internet site. In 2012,
Amazon bought Kiva Systems to automate its inventory management business. It purchased
the Whole Foods Market supermarket chain in 2017.
On February 2, 2021, Amazon announced that Jeff Bezos would step down as CEO to
become executive chair of Amazon's board in Q3 of 2021. Andy Jassy, previously CEO of AWS,
became Amazon's CEO.

2.3 Products and services

Amazon.com's product lines available on its website include several media (books, DVDs,
music CDs, videotapes and software), apparel, baby products, consumer electronics, beauty
products, gourmet food, groceries, health and personal-care items, industrial & scientific
supplies, kitchen items, jewelry, watches, lawn and garden items, musical instruments, sporting
goods, tools, automotive items, and toys & games. In August 2019, Amazon applied to have a
liquor store in San Francisco, CA as a means to ship beer and alcohol within the city. Amazon
has separate retail websites for some countries and also offers international shipping of some of
its products to certain other countries. In November 2020, the company started an online delivery
service dedicated to prescription drugs. The service provides discounts up to 80% for generic
drugs and up to 40% for branded drugs for Prime subscribe users. The products can be purchased
on the company's website or at over 50,000 bricks-and-mortar pharmacies in the United States.

10
2.4 Departments of Amazon
Types of Departments

Security Department Marketing Department

Account Department Purchase Department

Warehouse Department Travelling Department

Civil Department Administrative Department

2.5 Objectives:
 Becoming Earth’s most customer centric company.
 To satisfy customers with better quality of product.
 To fulfilled marketing demands
 To provide better facilities to customers
 To increase goodwill

2.6 Aims:
 Profit maximization
 Increase reputation of organization
 Provide standard quality of products
 Earn customers attention
 Earth’s most customer centric company.
 Satisfy customers with better quality of product.

11
CHAPTER 3

12

3.1 Marketing Strategies:

1. Offering the widest range of products : The largest internet retailer in the world by
revenue offers hundreds of millions of products. The wide range of product it offers has earned
the online retailer the moniker the everything store.

2. Using customer-friendly interface: The tech giant has an advanced interface that
integrates personalized recommendations and recent browsing history, among others. Ever-
improving user interface is the result of the company’s focus to become Earth’s most customer-
centric company.

3. Scaling easily from small to large: The e-commerce and cloud computing company
has experience and competence in scaling from small to large. This factor plays in instrumental
role exploring new business segments. Scaling from small to large has allowed the online retail
behemoth do disrupt increasing ranges of industries such as retail, transportation, entertainment
and now industrial distribution.

4. Exploiting affiliate products and resources : Up to date, the tech giant has taken a
full advantage of affiliate programs, products and resources to contribute to the bottom line of
the business.

Amazon marketing strategy integrates a number of targeted online marketing channels, such as
Associates program, sponsored search, social and online advertising, television advertising, and
other initiatives.

Amazon marketing strategy is based on the following principles:

 Amazon 7ps of marketing mainly focuses on product and place elements of the marketing mix.
Offering hundreds of millions of products in the USA alone, Amazon product range is the widest
among online and offline retailers. Moreover, the company is able to offer its products for
competitive prices due to massive cost savings based on online nature of business operations.

 Amazon segmentation targeting and positioning practices are associated with targeting the widest
customer segment. The retail giant does this with the application of multi-segment, adaptive,
anticipatory and stop-gap positioning techniques.

 Amazon’s unique selling proposition integrates the widest choice of products and services offered
at competitive prices, fast delivery and exceptional customer service. The e-commerce giant
places these unique selling propositions at the core of its marketing communication messages.

 Amazon marketing communication mix integrates print and media advertising, sales promotions,
events and experiences, public relations and direct marketing. The company places a particular
focus on print and media advertising and sales promotions elements of the marketing
communication channels. 13

3.2 Achievements:
 Amazon won 2 awards in 2022 and 9 awards in 2021.

In 2022, Amazon won for Best Product & Design Team 2022 and Best Places to Work in Seattle
2022.

In 2021, Amazon won for Best Product & Design Team 2021, Best Operations Team 2021, Best
Engineering Team 2021, Best Places to Work in Austin 2021, Best Places to Work in Atlanta
2021, Best Places to Work in Seattle 2021, Best Places to Work in Los Angeles 2021, Best
Global Culture 2021 and Best Company Outlook 2021. Based on 108,096 ratings and 8,723
participants, employees at Amazon are very satisfied with their work experience. The overall
culture score, 74/100 or A-, incorporates employee ratings based on their feedback on the Work
Culture, Professional Development, CEO Rating and more.

14

3.3 Organisational Chart

 Jeffrey P. Bezos

(President, CEO, Board Chairman)

Brian T. Oslavsky Andrew R. Jassy Jeffrey A. Wilke David A. Zapolsky

(Chief Financial (CEO, Amazon (CEO, (SVP, General Counsel

Officer Web Service) Worldwide Consumer) and Secretary)

Tom Sztutak

(Chief Financial Officer,

Amazon.com)

Carla Stratfold Greg Pearson Christine Beauchamp

(VP Indian Sales, (VP Indian sales, (President, Amazon

AWS) AWS) Fashion)

15
CHAPTER 4

16

4.1 Theoratical Background

  Introduction

In many ways, Amazon.com is perhaps the company that is most closely tied with the E-Commerce
phenomenon. The Seattle, WA based company has grown from a book seller to a virtual Wal-Mart of the
Web selling products as diverse as Music CDs, Cookware, Toys and Games and Tools and Hardware.
The company has also grown at a tremendous rate with revenues rising from about $150 million in 1997
to $3.1 billion in 2001. However, the rise in revenue has led to a commensurate increase in operating
losses leaving the company with a large deficit. The company did make its first quarterly profit of $5.8
million in the fourth quarter of 2001. But, this was dwarfed by large cumulative losses. The purpose of
this case is to present a balanced and up-to-date business history of the company.
 Background
The story of the formation of Amazon.com is often repeated and is now an urban legend. The company
was founded by Jeff Bezos, a computer science and electrical engineering graduate from Princeton
University. Bezos had moved to Seattle after resigning as the senior vice-president at D.E.Shaw, a Wall
Street investment bank. He did not know much about the Internet. But, he came across a statistic that the
Internet was growing at 2300%, which convinced him that this was a large growth opportunity. Not
knowing much more, he plunged into the world of E-Commerce with no prior retailing experience.
He chose to locate the company in Seattle because it had a large pool of technical talent and since it was
close to one of the largest book wholesalers located in Roseburg, Oregon. Clearly, he was thinking of
the company as a bookseller at the beginning. Moreover, the sales tax laws for online retailers state that
one has to charge sales tax in the state in which one is incorporated. This means that for all transactions
from that state the price would be increased by the sales tax rate leading to a competitive disadvantage.
Therefore, it was logical to locate in a small state and be uncompetitive on a smaller number of
transactions rather than in a big state such as California or New York.
The company went on-line in July 1995. The company went public in May 1997. As a symbol of the
company’s frugality, Jeff and the first team built desks out of doors and four-by-fours. The company was
started in a garage. Ironically, initial business meetings were conducted at a local Barnes and Noble
store.

17

4.2 Research Methodology

Research Problem: To make a comprehensive study of Amazon and know the customer
satisfaction on digital marketing.

Types of research: Descriptive type research has used to complete the project. This
research is based on fact finding enquires the various are totally independent and uncontrollable.

Data Collection:
1. Primary Data: - Are collected from direct resource (customers of Amazon)
through questionnaire.
2. Secondary Data: - Which are used for research to know the history scope
of Amazon are collected from already available resource like net and other
resources.

Universe: Universe of this research is Amazon customer in Manchar area.

Data representation techniques and tool: Pie charts has used for representation.

18
CHAPTER 5

19

Data Analysis and Presentation

 1. Do you know about Amazon online shopping company?

Yes No
30 20

40%
Yes
No
60%

Interpretation:

.
Data Collected for this questionnaire to know about customers of Amazon Data
collected for project from 50 respondend in which 30 peoples are known about Amazon
shopping company. In total respondent we analyses that most of customers are youth in my
observation I found that most people are comfortable with purchasing products from Amazon .

20
2. How often do you purchase from Amazon?
 Regularly Occasionally Weekly Rarely
10 8 7 5

17%

33% Regularly
Occassionaly
Weekly
23% Rarely

27%

Interpretation:

Data collected for this questionnaire to know about how often customers purchase
from Amazon. From 30 customers 10 customers purchase from Amazon on regular basis, 8
customers purchase occasionally, 7 customers weekly and 5 customers purchase rarely. In total
respondent we analyses that most of the customer purchases regularly from Amazon.

21
3. Did advertisement and promotion tools influence you to purchase their products?
 Yes No
22 8

27%

Yes
No

73%

Interpretation:

Data collected for this questionnaire to know about that customers are influence
by Amazon advertisement and promotional tools. From 30 customers 22 customers answered yes
that advertisement influenced them to purchase Amazon products & 8 customers answered no
that advertisement hadn’t influenced them to buy products. In total respondend we analyses that
most of the customers influence to advertisement and promotion tools to purchase Amazon
products.

22

4. Which type of digital advertisement do you think effective?

 TV E-mail Social Media You Tube
Advertisement Advertisement
4 8 12 6

20% 13%
TV Advertisement
E-mail Adver-
27% tisement
Social Media
40%
You Tube

Interpretation:

Data collected for this questionnaire to know about that which type of advertisement is
more effective. From 30 customers 4 customers attracted toward Amazon products due to TV
Advertisement, 8 customers visited Amazon due to E-Mail advertisement and 12 customers
joined with Amazon family due to social media advertisement and 6 customers joined Amazon
family by You Tube. In total respondend we analyses that most of the customers think that social
media is the best source of advertisement.

23
5. Are you satisfied offers with Amazon company ?
 Yes No
21 9

30%

Yes
No

70%

Interpretation:

Data collected for this questionnaire to know about that customers satisfaction by
Amazon’s offer. From 30 customers 21 customers are satisfied with offers of Amazon company
and 9 customers are not satisfied with offers of Amazon company. In total respondend we
analyses that most of the customers are satisfied with offers of Amazon company.

24
6. Is Amazon providing easy way of shopping?
 Yes No
25 5

17%

Yes
No

83%

Interpretation:

Data collected for this questionnaire to know about the feedback from customers about
way of shopping from Amazon is easy or not. From 30 customers 83% of customers feedbacked
that Amazon provides easy way of shopping, and 17% customers says that they are not providing
that much easy way of shopping. In total respondend we analyses that most of the customers says
that Amazon satisfies customers with easy way of shopping.

25

7. What differentiate Amazon from other shopping website?

 Fast Service Wide network Quality of Products Offers
9 8 6 7

23% 30%

Fast Service
Wide network
Quality of Products
20% Offers
27%

Interpretation:

Data collected for this questionnaire to know about what differentiate Amazon from
other shopping website. From 30 customers 30% customers says that fast service of Amazon
differentiate from other shopping websites, 27% customers says that it is because of wide
network, 20% customers says that its reason is quality of the products, 23% of customers says
that Amazon differentiate because of its offers for customers. In total respondend we analyses
that most of the customers says that Amazon differentiate from other shopping website because
of its fast service.

26

8. Did you use other Amazon’s services like Amazon prime , music, alexa?
 Yes No
20 10

33%
Yes
No
67%

Interpretation:

Data collected for this questionnaire to know about did customers use Amazon’s
services like Amazon prime. From 30 customers 67% of customers uses Amazon’s other
services too and 33% customers says they don’t. In total respondend we analyses that most of the
customers uses Amazon’s other services.

27

9. How satisfied are you with Amazon products?

 Fully Satisfied Slightly Satisfied Neutral
15 10 5

17%
Fully Satisfied
Slightly Satisfied
50%
Neutral
33%

Interpretation:

Data collected for this questionnaire to know about that how customers are satisfied with
Amazon products. From 30 customers 15 customers says that they are fully satisfied with
Amazon products, 10 customers says that they are slightly satisfied and 5 customers said that
their opinion is neutral. In total respondend we analyses that most of the customers says that they
are fully satisfied with Amazon products.

28
10.Do you suggest Amazon products to your friends?
 Yes No
25 5

17%

Yes
No

83%

Interpretation:

Data collected for this questionnaire to know about that customers want to suggest
katraj products to their friends. From 30 customers 25 customers want to suggest Amazon
products to their friend, and 5 customers dosen’t. In total respondend we analyses that most
of the customers want to suggest Amazon products to their friends.

29
CHAPTER 6

30
6.1 Findings
 Most of the customers are aware about Amazon shopping company.
 Most of the customers are satisfied with the services of Amazon and willing
to recommend them to make purchase from Amazon.
 The commercials used by Amazon are effective enough to convey the
message since the ads are interesting enough to gain attention and position
itself into the prospects mind.
 Amazon does not provide services to rural areas as compared to urban area.
 Frequency of consumption of shopping service is more than other services.
 Amazon updates their digital marketing policies as per requirement.
 Most of the customers suggest Amazon products to their friends.

31
6.2 Suggestions:
1. Get as much reviews as possible.

2. Amazon should provide its other services in rural areas too.

3. Attract consumers with discounts.

4. They should provide more offers for customers.

5. Amazon needs to get aggressive by reducing delivery time, selling second hand
products.

6. They must be very focused on customers and build amazing experiences for
customers, to face the competitors like Flipkart, Meesho, Myntra, reliance.

7. Amazon should focus on improving their digital marketing techniques to give

tough competition to their competitors.

32
6.3 Conclusion:
In this course we have explored the meaning of digital marketing and marketing
strategies. We have also considered the importance of the digital marketing and identified
different communication tools that a company might use to interact and communicate with their
targeted customers. You have been introduced to a few theoretical concepts and ideas, which
have been illustrated using real example.

1. The survey was conducted in Manchar. This project report concludes that
Amazon products are easily available in urban area.
2. Major of people are satisfied with the quality of Amazon products.
3. Amazon updates their digital marketing policies as per requirement.

33
6.4 Bibliography
Reffered sites:

 www.amazon.com
 Amazon.Wikipedia

Reference Books:

 Reference books provided by the company

 Digital Advertising management

34