PROJECT REPORT

ON
"Impactof Digital Marketing in the Buying Behavior of Consumer “
Submitted For the Partial Fulfillment towards the Award of the
Degree in Masters of Business Administration of Dr. A.P.J. Abdul
Kalam Technical University, Uttar Pradesh

Submitted by:
Ravi kumar
MBA-2nd YEAR
ROLL NO. 2101330700118
Batch (2021-2023)
Under the Supervision of:
Mr. Arun Bhati
(Assistant Professor, Management)

SCHOOL OF MANAGEMENT,

NOIDA INSTITUTEOF ENGINEERING AND TECHNOLOGY,

(NIET)
19, Knowledge park-1, Institutional Area, Greater Noida
Gautama Buddha Nagar (UP), India - 201306

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 DECLARATION

I, Ravi Kumar, roll no. 2101330700118, a student of MBA-III semester of

Noida Institute Of Engineering And Technology, Greater Noida hereby declare
that the research project titled “Impact of Digital Marketing in the Buying
Behavior of Consumer ” is my original work and the same has not been
submitted to another university for the award of any other diploma or degree.

Ravi Kumar
MBA 3rd SEM

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3
 ACKNOWLEDGEMENT

My sincere thanks to the Faculty Guide under whose able guidance and kind
cooperation I was able to complete the project work title “Impact of Digital
Marketing in the Buying Behavior of Consumer” Also I do thank and remember
my friends for their effort and helping hand. Every effort has been made to
enhance the quality of work.
However, I owe the sole responsibility for the shortcoming, if any, in the study.

Ravi Kumar

Enrollment No-

0211MBA202

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Chapter-1

INTRODUCTION
Digital marketing is an umbrella term for the marketing of products or services using digital
technologies, mainly on the Internet, but also including mobile phones, display advertising,
and any other digital medium

The way in which digital marketing has developed since the 1990s and 2000s has changed
the way brands and businesses utilize technology and digital marketing for their
marketing. Digital marketing campaigns are becoming more prevalent, as digital platforms
are increasingly incorporated into marketing plans and as people use digital devices instead
of going to physical shops.

Digital marketing activities are search engine optimization (SEO), search engine
marketing (SEM), content marketing, and e-commerce marketing, social media
marketing, social media optimization, e-mail direct marketing, e–books and any other form of
digital media. It also extends to non-Internet channels that provide digital media, such as
mobile phones (SMS and MMS), callback and on-hold mobile ring tones.

The term digital marketing was first used in the 1990s, but digital marketing has roots in the
mid-1980s when the Soft Ad Group, now Channel Net, developed advertising campaigns for
automobile companies, wherein people would send in reader reply cards found in magazines
and receive in return floppy disks that contained multimedia content promoting various cars
and offering free test drives.

Digital marketing became more sophisticated in the 2000s and the 2010s and the proliferation
of devices able to access digital media has led to great growth of digital advertising statistics
produced in 2012 and 2013 showed that digital marketing was still a growing field.

Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web

marketing'. The term digital marketing has grown in popularity over time, particularly in

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certain countries. In the USA online marketing is still prevalent, in Italy is referred as web
marketing but in the UK and worldwide, digital marketing has become the most common
term, especially after the year 2013.

Digital media growth is estimated at 4.5 trillion online ads served annually with digital media
spend at 48% growth in 2010. An increasing portion of advertising stems from businesses
employing Online Behavioral Advertising (OBA) to tailor advertising for internet users, but
OBA raises concern of consumer privacy and data protection.

In an ever more complex retail environment, customer engagement is essential but also
challenging. Retailers must shift from a linear marketing approach of one-way
communication to a value exchange model in which there is a two-way mutual dialogue and
benefit-sharing between provider and consumer. Exchanges are more non-linear, free
flowing and both one-to-many or one-on-one. The spread of information and awareness can
occur across numerous channels such as the blogosphere, YouTube, Face book, Instagram,
Snap chat, Interest, and a wide variety of other platforms. Online communities and social
networks allow individuals to easily become creators of their own content and publicly
publish their opinions, experiences, thoughts and feelings about many topics and products,
hyper-accelerating the diffusion of information.

The Nielsen Global Connected Commerce Survey conducted interviews in 26 countries to

observe how consumers are using the Internet to make shopping decisions in stores and
online. They reported that due to the internet and e-commerce, shoppers are increasingly
looking to purchase internationally, with over 50% in the study who purchased online in the
last six months stating they bought from an overseas retailer.

Customers are often researching online and then buying in stores and also browsing in stores
and then searching for other options online. Online customer research into products is
particularly popular for higher-priced items as well as consumable goods like groceries and
make up. Consumers are increasingly using the internet to look up product information,
compare prices and search for deals and promotions.

There are a number of ways brands can use digital marketing to benefit their marketing
efforts. Cosmetic brands like MAC, Neutrogena, Olay and L' Core Paris are only some of the
brands that make use of digital marketing.

The use of digital marketing in the digital era not only allows for brands to market their
products and services but also allows for online customer support through 24/7 services to

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make customer feel supported and valued. The use of social media interaction allows brands
to receive both positive and negative feedback from their customers as well as determining
what media platforms work well for them and has become an increased advantage for brands
and businesses. It is now common for consumers to post feedback online through social
media sources, blogs and websites feedback on their experience with a product or brand. It
has become increasingly popular for businesses to utilize and encourage these conversations
through their social media channels to have direct contact with the customers and manage the
feedback they receive appropriately.

Word of mouth communications and peer-to-peer dialogue often have a greater effect on
customers, since they are not sent directly from the company and are therefore not planned.
Customers are more likely to trust other customers’ experiences. It is increasingly
advantageous for companies to utilize social media platforms to connect with their customers
and create these dialogues and discussions. The potential reach of social media is indicated
by the fact that in 2022, each month the Facebook app had more than 250 core average unique
users and YouTube had over 2.6 billion average unique users.

MAC cosmetics are just one brand who has made use of social media tools like Facebook to
market its cosmetic products. Other cosmetic brands like L' Core Paris have also launched
digital campaigns in the form of blogging and product reviews to entice buyers and as a new
form of advertising products.

The idea is to use digital marketing to generate awareness for the latest cosmetic products
that are out in the market.

One of the major changes that occurred in traditional marketing was the “emergence of
digital marketing” (Patrutiu Baltes, Lording, 2015), this led to the reinvention of marketing
strategies in order to adapt to this major change in traditional marketing (Patrutiu Baltes,
Loredana) .

As digital marketing is dependent on technology which is ever-evolving and fast-changing,

the same features should be expected from digital marketing developments and strategies.
This portion is an attempt to qualify or segregate the notable highlights existing and being
used as of press time.

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Introduction of the topic:

Advertising in business is a form of marketing communication used to encourage, persuade,

or manipulate an audience to take or continue to take some action. Most commonly, the
desired result is to drive consumer behavior with respect to a commercial offering.
Advertising is defined by Richard F.Taflinger as “Advertising is the non-personal
communication of information usually paid for and usually persuasive in nature about
products, services or ideas by identified sponsors through the various media."

Advertising is normally done by a third party known as advertising agency. An advertising

agency is a service based business dedicated to creating, planning, and handling advertising
for its clients. An ad agency is independent from the client and provides an outside point of
view to the effort of selling the client's products or services. An agency can also handle
overall marketing and branding strategies and sales promotions for its clients. Types of ad
agencies are

 Full service agencies

 Creative agencies
 Specialized agencies
 In-house agencies
 Digital agencies or new media agencies

This report is completely discussing about digital or new media agencies. There was a time
when Television was the most popular medium for Marketer to promote, spread awareness
and generate leads for their products but now the trend has changed and Digital media has
taken its place. Main reason for this change was

 Traditional methods are expensive. Compared to digital marketing channels, you

could end up spending thousands of dollars more.

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Digital Marketing

Digital marketing is the promotion of your business, organization or brand using channels
such as the Internet, mobile devices, television and radio in addition to using creative online
advertising, video, podcasts and other such methods to communicate your message. Internet
marketing in particular plays a huge part in any digital marketing strategy and is becoming
the core of many organizations overall marketing strategies, particularly with regard to social
media and viral marketing.

Digital marketing ecosystem is not only concerned with internet marketing and social media
marketing, in introduction we discussed that peoples have a belief that internet or social
media marketing are same but not same, be clear from beginning itself. Digital marketing
ecosystem consists of internet marketing and social media marketing. They are just a
channels for communication, digital ecosystem consist of integrating channels and integrating
services.

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Digital Ecosystem

Integrated • Search
• Displays
Engine (SEO/SEM)
(Banners,Rich media Banners)

Channels • Mobile Marketing

• Social media
• Email
• Video
• Websites

Integrated
• Analytics
• Content management
• Advanced Targeting
• Creative

Services • Research
• Digital
+ Planning
strategy

Search Engine
Search engine optimization (SEO) is the art of getting a website to work better with search
engines (like Google, Bing & Yahoo), and to look for achievable, profitable, ranking
opportunities through keyword research. It is a quest for increased visibility in search engines
via relevant copy, quality links, domain trust, social popularity and search engine
connectivity.

Search engine marketing (SEM) is a broader term than SEO, and is used to encompass
different options available to use a search engine’s technology, including paid ads. SEM is
often used to describe acts associated with researching, submitting and positioning a website
within search engines. It includes things such as search engine optimization, paid listings and
other search-engine related services and functions that will increase exposure and traffic to
your Web site.

Displays
Display advertising is a type of advertising that typically contains text (i.e., copy), logos,
photographs or other images, location maps, and similar items. In periodicals, display
advertising can appear on the same page as, or on the page adjacent to, general editorial
content. Normal banners, Rich media banner, Interstitials and pops are example of displays.

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Mobile Marketing
Mobile marketing is used in reference to any marketing efforts on or with a mobile device. It
involves planning, creating, and implementing a mix of initiatives to bring together sellers
and buyers via mobile devices. Mobile ads, Mobile websites, Apps and Games are some of
examples for mobile marketing.

Social Media Marketing

Social Media refers to any software tool that enables and encourages engagement in
conversation or sharing. Popular forms of social media include Facebook, Twitter, LinkedIn,
YouTube, Interest, Google + and blogs. Now all days social media become platform for
marketer to make conversation with customers. Brands are now engaging customers through
social media.

Email Marketing
E-Mail Marketing is a type of direct marketing that involves sending personalized, targeted
messages to a specific audience. E-Mail Marketing is easy to use, low cost, and effective.
Most of the B2B business in present era in following email marketing, but in B2C also email
marketing is productive.

Video
Marketers are now use video to make customers aware of brands and to sharing the
experience of other customers. YouTube ads are too popular in video ads. In social media
platforms also brands are sharing video.

Analysis
Analytics is the practice of evaluating data, and the process by which a company arrives at a
most advantageous decision. Here marketer analysis the integrate channel to understand the
effectiveness of communication. Analysis may be based on numbers of visitor or like in
social media pages .etc.

Content Management
After analysis the integrate channels marketer can able to understand the problems with
current contents. Later he can manage the content to increase the engagement rate, content
may be text in banners, images or websites.

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Advanced Targeting
Advanced targeting are techniques involving the sending of targeted messages to a specific
audience. It is used to increase the effectiveness of a marketing campaign. Behavioral
targeting is also a part of advanced targeting, here marketer can target the customer based on
their past behavior in online. Marketer can put ads in other webpage where customer is going.

Creative
Creative is the artistic component of an ad or website. It usually includes an image and copy
present in ads or website. Marketer can make those contents attractive to customers. Marketer
will sometimes change the entire design of websites, apps. etc.

Research and Planning

Marketer will do some research to understand the behavior, taste and preference to customers
in digital platform. This research may be doing by using paid-tools like Com Score...Etc.
Through this research marketer can understanding where T.G is present or what T.G would to
do in online. After research marketer will plan new campaigns based on those research
reports. These campaigns are more effective to reach the T.G properly.

Digital Strategy
Digital strategy is the process of specifying an organization's vision, goals, opportunities and
initiatives in order to maximize the business benefits through digital media. Strategy will be
different for each brand, it will base on the brand objective and target groups interest. It is
actual a plan formulated by the marketer to explore the opportunities. Strategy may be short
term or long term, but it need to be fit with market situations.

Types of Digital Marketing

In normal outbound marketing, we will use pull and push marketing strategy. Like that in
digital marketing also pull and push are types.

In push digital marketing the marketer sends a message without the recipient actively
seeking the content, such as display advertising on websites and news blogs. Email, text
messaging and web feeds with customized contents can also be classed as push digital
marketing when the recipient has not actively sought the marketing message. Push marketing
allows you to target your demographics and use your marketing dollars to promote your
product to the people you know are interested in what you have to sell. A push marketing
campaign can be more expensive when it comes to upfront costs, so you really need to be

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sure that your marketing is going to reach the right people at the right time. Behavior
targeting is good example for push digital marketing.

In Pull digital marketing includes blogging, email marketing, social media, info graphics
and other forms of visual messaging and search engine optimization (SEO). A pull marketing
campaign also includes public relations or other ways of reaching out to potential or already
realized customers who you want to keep engaged. While a pull marketing campaign can be
less expensive to get started, you will incur costs in other ways. For example, if you are
running a social media campaign, you will need to hire someone to manage your social media
and respond to people who leave comments or ask questions. Social media gets people
talking and that has a major impact on sales. Pull marketing also requires a greater investment
in time, but it gives you more ability to entertain your customers and educate them about your
company.

But don't get confused by seeing Email in push and pull, there is a difference. If marketer is
sending emails with customized content or banners to specific group of customers is push
digital marketing. If marketer is sending emails with the same content or banner to all
customers is pull digital marketing.

AIDMA as AISAS in Digital Era

AIDMA widely accepted model describing the psychological process leading up to the
consumer’s decision to purchase a product. This model is similar to AIDA model. The
AIDMA Model was first advocated by Roland Hall, an American economist, around 1920.

According to this model, there are five key processes: Attention, in which the consumer first
notices the product or advertisement, followed by Interest, Desire, Memory,
and Action.
This model has been used extensively in the advertising and marketing industries.

Attraction Interest Desire Memory Action

AISAS is a process model of consumers purchasing activities in the Internet age. AISAS is a

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consumption behavior model that has been advocated by Dents since 2004. It was developed to
observe behaviors based on the understanding that the Internet has become prevalent, and
that consumers now have access to environments in which they can obtain and transmit
information themselves.

In this model, the key processes are: Attention, in which the consumer first notices the
product or advertisement, followed by Interest. After this, the consumer Searches for
information, and then makes a purchase (Action), after which information is shared with
others. In comparison to “AIDMA,” the psychological process has become more compact,
and the Action process has expanded.

Attraction Interest Search Action Share

These changes are shown how presences in digital are important for brands. Brands can able
to create awareness and internet without digital. But it will not lead to action in current
scenario. Customers need more information in present era; they are information seeker and
always search for best deal. Brands can’t sustain without digital media.

Advantages of Digital Marketing

Digital Advertising is increasingly an inherent budgetary component of many organizations
today. Organizations of all sizes use the medium to promote their products and services. So
well, why do so many organizations use the medium? Simply put, it is due to the numerous
advantages that online advertising offers. These are discussed in the paragraphs ahead.

Reach - The ability of the online medium to target a certain demographic of users is one of
the greatest advantages of digital advertising. In addition, the geographical reach of the online
medium is far greater than that of traditional media. It’s not only cost effective to achieve a
wider geographic area but the ads can also be targeted to the desired audience. For example,
if an advertiser is keen on selling his or her products targeted to a certain demographic of
people, it is quite possible through online advertising. Digital advertising has matured to the
extent that web publishers, media agencies and advertisers themselves know the optimal
ways and websites for a certain category of products or services.

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Measurement - With various tools becoming available, tracking effectiveness of ad
campaigns is becoming possible today. In other words, measuring Return of Investment
(ROI) is increasingly possible today. Organizations that were previously reluctant to spend
online, now realize that the online medium does offer means to alleviate any such fears.
Moreover, when properly designed online marketing campaigns generate the desired results,
advertisers are further encouraged to continue advertising online.

Interactive and Engagement - The Internet is arguably the most interactive and engaging
medium among various others. Interactive campaigns have become a norm with the power of
the online medium. One such advertisement worth mentioning is the campaign by AXE
where the end user could alter the smile of a woman as he/she liked to i.e. in an interactive
framework. The advertisement struck an instant chord with the youth to which AXE the
brand is positioned for Customers are basically just a click away from the advertisers. In
other words, direct response between end users and advertisers is possible through the online
medium.

Time - Through the Internet, an advertiser can reach a desired target group or demographic in
a much shorter time frame. For example, if an advertiser needs to plan some sort of ambush
marketing, the online medium can be an effective means of achieving it. Even otherwise i.e.
for regular marketing campaigns, the total time necessary to complete an online advertising
campaign is less than that of traditional advertising methods.

Cost - When compared to traditional forms of advertising, digital advertising is cheaper.

Various payment models are available between the advertisers and publishers. Many a time,
advertisers are charged only when visitors click on their ads. The various payment models are
discussed in detail in the next section.

Digital Advertising: Ad Avenues

SEARCH ADVERTISEMENTS: Advertisements made up of text (displayed largely as
sponsored links on search engines) come under this category. These are backed by hyperlinks
that when clicked on, take the potential customer to the advertisers website.

DISPLAY ADVERTISEMENTS: Advertisements that are placed at various points on a web

page that typically contain logos, photographs, other images or even text. Technologically
these comprise of Image, Simple flash and Rich media with& without video ads.

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MOBILE ADVERTISEMENTS: Advertisements that are viewed or consumed on mobile
phones or tablets come under this category. These comprise of Mobile Web ads, SMS, MMS,
Mobile Video & TV ads and In-App ads.

SOCIAL MEDIA ADVERTISEMENTS: Advertisements of any type: text, display, stamp

pads etc displayed on various social media websites like: Facebook, Twitter, LinkedIn,
Interest, Orkut etc fall into this category.

EMAIL ADVERTISEMENTS: Advertisements that involve sending across a commercial

message to a group of people using email comprise of this ad type. Emails are used to engage
with existing customers to get repeat business as well as to acquire new customers.

VIDEO ADVERTISEMENTS: Advertisements that fall broadly under the display type but
have video within them and are served before, during and/or after a video stream on the
internet. This type comprises In-Video ads, Standard In-Stream ads (pre rolls, mid rolls or
post rolls) and True View ads.

Some of the Basic Terms in Digital Marketing

 Impression

An impression is a measure of the number of times an ad is seen, whether it is clicked

on or not. Each time an ad displays it is counted as one impression.

 Page View

Viewing the page is known as page view. It gets counted once the page loaded.

 Leads

When one person fills his details in the given box is known as lead.

 Conversion

The percentage of people whose activity can be tracked while clicking on an ad or

visiting a website to actually purchasing a product or service. A high conversion rate
indicates that the link, ad or site was successful

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  Inbound link

Link connecting to your website from a different website.

 Profiling

To build a picture of a target customer based on information from various sources

including customer transactions completed forms and demographic data.

 Unique Visitor

Unique IP address accessing a website.

 Landing Page

A custom we page designed to convert visitor into leads or sales. Email, banner ads
and even offline outbound marketing campaigns drive traffic to a landing page to
capture information or trigger a sale. Landing page is also called as destination page
or splash page.

Types of ads
 Above The Fold: Above the fold refer to banners ads which are displayed at the top
of a web page.

 Rich- media: Online ads that contain motion, sounds or video are termed as rich
media ads

 Interstitial Ads: Ads that appears between web pages.

 Banner Ads: Embedding an ad into a web page- know as a click through due to
interactive actions where the consumers clicks and is taken to the banner ad’s
company websites

 Pop-up: Ads that displays in a browser window either in the front or behind the
current browser window.

Monetary term in Digital Marketing

 Cost –Per- Action (CPA): Cost of advertising based on a visitor taking some
specifically defined action in response to an ad. “Action” include such thing as a
sales, transaction, a customer acquisition or a click

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  Cost- Per -Click (CPC): Cost of advertising based on the number of clicks received.

 Cost- Per-Thousand (CPM): The standard unit for buying or selling Internet
advertising. The thousand stands for ‘thousand advertising impression or views’.

 Pay- Per- Impression: Online advertising where an advertiser pays a pre-agreed

price each time a user clicks on their advertisement. The cost for the click is often
negotiated through auction, with ad placement determined by the relative size of the
bid, as well as other factors.

 Pay-Per-Inclusion: Search engine marketing programs that guarantee web site listing
for specific keyword search term for a fee.

 Pay-Per-Lead: Paying to acquire leads from an outside party at a set rate or amount
per lead.

Branding in Digital Era

Before doing this internship, I believed marketer is responsible for building a brand or
marketer is a custodian for a brand. But while doing internship, I understood marketer is not a
custodian, he is a person who guides a product to become a brand.

Today, brand custodians are the connected users who exist across digital platforms. They are
multifaceted. They are the publishers, circulators, ambassadors, instigators and at the same
time they are the custodians as well. Their digitally connected existence has power,
credibility, influence, depth, and reach. Their digital messaging has the velocity, acceleration,
and momentum required to impact brands. Yet brands and their default custodians continue to
live blissfully in an illusion about the control they exercise over their brand.

Brand is an enabler in the current age. It is the participants, the brand conversations and the
platforms that amplify the brand and drive the brand philosophy. Businesses need to,
therefore, understand the consumers and the evolving digital sphere better and continue to
build brands within the digitally connected ecosystem by focusing on the following 3
elements-

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 People

Channels Engagements

People

The digital age has democratized individuals. They are no longer passive consumers, but
active and creative participants. They expect and believe in the co-creation of an experience,
thereby evolving from consumers to users. They are becoming the most credible and reliable
source of the true picture of a brand.

Consumers are beginning to seek a relationship of fair exchange between themselves and the
businesses where each contributes and everyone gains. Individuals are seeking a
multidimensional relationship that provides them with more than just the brand
product/service.
The fair exchange relationship is also offering new opportunities to the business to build
more human connections. Businesses will have to become receptive to this new age definition
of relationship that consumers seek. They may do well to go a step ahead and create an
environment that is receptive to this fair relationship.

Channels

With consumers evolving into users and participating in co-creation, it is important for brands
to offer those channels and platforms that allow them to participate in this process. Users are
seeking channels that offer them more than just digital promotional activities; they want
channels that allow them the freedom to be publishers of content, information and data, that
give them control over what content they produce and consume, that allow them to co-create
brand experience.

The channels also need to be device agnostic. Users are adapting to the usage of different
devices throughout the day to execute tasks at hand. They might use a smartphone or tablet

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to complete functional tasks etc. while on the move, but they use a PC for heavy content
creation and research. According to a Google research, 90 percent of people move between
devices to accomplish a task, with virtually all of them completing their task in one day. The
most popular starting point is the smart phone. In most cases, the tasks are continued on a PC
though tablets are also becoming a popular option for continuing social networking and
watching videos.

Businesses and brands need to accept that it is the consumer who has become a more credible
publisher by virtue of their access to a device which is always on and active. Creating an
environment of device agnostic platforms and channels that allow co-creation of content
between brands and consumers will address this shift.

Engagement

It is about creating a window with enhanced attention to influence behavior and motivations.
With every business eyeing the opportunity to engage users, it is critical to focus on
engagement by increasing brand salience and influencing buyer behavior and choice. Brands
should be able to map a customer’s journey to understand where they can add value and
create an opportunity to engage them. Brands need to understand that engagement is not
about pushing product messages; it is about capturing the imagination and the attention of the
user. It is about designing a naturally engaging experience.

Businesses need to understand that digital environment is not about technology but about
attention, where the consumer is at the core, armed with powers like never before. Businesses
and brands should, therefore, focus on connecting the dots and realize that now, in the digital
age, it is all about co-owning a brand.

INDIA & INTERNET POPULATION

India, with 1,412,532,933 (1.41 billion) people is the second most populous country in the
world, while China is on the top with over 1.417 billion people. The figures show that India
represents almost 17.31% of the world's population, which means one out of six people on this
planet live in India. Although, the crown of the world's most populous country is on China's
head for decades, India is all set to take the numerous positions by 2030. With the population
growth rate at 1.58%, India is predicted to have more than 1.53 billion people by the end of
2030.

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India is currently having online population of 213M, among them 60% are males and 40%
are females. In have 110 M mobile internet users, among them 80% are males and 20% are
females. 176M of the total internet population are part of Social Medias.

India has bypassed Japan to become the world’s third largest Internet user after China and the
United States, and its users are significantly younger than those of other emerging economies,
global digital measurement and analytics firm comScore has said in a report. Riding on a
31% year-on-year increase, India’s online population grew to 73.9 million. With an extended
online universe in excess of 145 million the market is at a tipping point for online businesses.
The numbers are lower than other recent estimates, possibly reflecting comScore’s
methodology that only factors in PC and laptop-based Internet usage.

Gender Wise
India currently have online population of 213M, among them 60% are males and 40% are
females. In have 110 M mobile internet users, among them 80% are males and 20% are
females. 176M of the total internet population are part of Social Medias.

According to the Internet And Mobile Association of India (IAMAI), the Internet user base in
the country stood at 658 million at the end of June, 2022. For the whole year 2022, the

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 internet user base grew 42% to 213 million, from 150 million in 2021.With more and more
people accessing the web through mobile phones, the internet user base in the country is
projected to touch 243 million by June 2014, a year-on-year growth of 28%.

Younger males and women aged 35-44 emerge as power users

India males aged between “15-24” are major users among Males and in females 35-44 are
major users of internet. Age wise distributions are given below.

Online Behavior of Indian Internet Users

Trends in online behavior are changed a lot, social networking is leading now. Early people
will use internet to access email and for searching information. But now people like to be
social, they are interested in sharing their life with others. 25% of the population is doing
social networking in India followed by 23% in services. Services include emailing and instant
messaging.

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Social Networking
Social Networks capture the largest percentage of consumers’ time in the region. comScore
data’s showing 86% of the Indian web user visit a social networking site. Facebook continues
to be the number one social network with a 28% increase in traffic and a reach of 86%.
Average time spend by a Indian user on facebook is 217 minutes. LinkedIn emerges as
number two, while Pinterest and Tumblr are the fastest growing networks but growth of
twitter is declined by 15% in 2014 while comparing with 2015.

Number of Indian user on Social Networking Platform

Facebook Twitter LinkedIn

Pinterest Instagram

(Source: exchange4media report)

Entertainment and Online Video

According to comScore data, the online video audience in India grew an astounding 27
percent in the past years; YouTube continues to be the top video property with more than
55% share. International publishers including Facebook, Yahoo and Dailymotion get a
majority of the 54 million who watched videos. YouTube is the most popular with 32,519
visitors.

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one model was coined by P&G in 2005 and CEO said "The best brands consistently win two
moments of truth. The first moment occurs at the store shelf, when a consumer decides
whether to buy one brand or another. The second occurs at home, when she uses the brand —
and is delighted, or isn’t."

Let’s see an example to understand how this model works.

Stimulus is advertisement. Dad is watching a football game and sees an ad for digital
cameras. He thinks, “That looks good.”

First moment of Truth it will happen in the shopping Shelf. He goes to his favorite
electronics store, where he sees a terrific stand- up display for that same digital camera. The
packaging is great. A young sales guy answers all his questions. He buys the camera.

Second moment of truth is Experience or Post Purchase behavior. Dad gets home and the
camera records beautiful pictures of his kids, just as advertised. He becomes loyal to the
brand.

Later in 2012 Google coined a model and named it as ZMOT or Zero Moment of Truth.
Google coined this model through research of 5000 shoppers and asked them a simple
question, how many sources of information you will collect before making a purchase
decision? The survey revealed that the average shopper uses 10.4 sources of information,
ranging from TV commercials and magazine articles, to recommendations from friends and
family, to websites, ratings to blogs. ZMOT model of customer buying behavior is like this.

28
.

29
 Chapter-2

Organizational Overview

The Entrepreneurship Network (TEN) - is a community based EduTech group whose objective is
to provide quality learning and expertise for your aspirations by providing you an opportunity to
master the most desired skill sets in today's environment with richly experienced faculty. We
currently stand at 550+ colleges with 10,000 students and counting

Internet marketing - Working on the “MORE THE VISIBILITY…….MORE THE

BUSINESS” strategy; they strive hard to achieve the desired results for their customers by
applying the latest as well as ethical techniques of internet marketing.

Client Satisfaction- Since the date of incorporation, the satisfaction of their clients has been
utmost priority. Owing to their client-oriented approaches, they have been able to cater a
huge clientele group, from all the corners of the world.

Innovation is the prime pillar of their existence. In the last decade, they went through several
situations from highly enjoying to severely pain full. But that is the real part of learning and
growing. They are still learning and growing bit by bit.

Company’s managing director is Kamlesh Gupta,

Vision & Mission – TEN group Shall deliver Everything, Everywhere, Everytime, For Every Indian
Consumer in the profitable manner.

30
Chapter-3

The e-commerce literature has rarely addressed the measurement of customer perceptions of
website service quality in digital marketing environments. It is argued that the current
SERVQUAL and IS-SERVQUAL instruments need to be refined and validated to fit the
digital marketing environment, as they are targeted primarily towards either traditional
retailing or information systems contexts. This article validates and refines a comprehensive
model and instrument for measuring customer-perceived service quality of websites that
market digital products and services. After a discussion of the conceptualization and
operationalization of the service quality construct, the procedure used in modifying items,
collecting data, and validating a multiple-item scale is described. Subsequently, evidence of
reliability and validity on the basis of analyzing data from a quota sample of 260 adult
respondents is presented. Implications for practice and research are then explored. Finally,
this paper concludes by discussing limitations that could be addressed in future studies. The
final EC-SERVQUAL instrument with good reliability and validity will be essential to the
development and testing of e-business theories, and provide researchers with a common
framework for explaining, justifying, and comparing differences across results

Recent years have witnessed the rise of new media channels such as Facebook, YouTube,
Google, and Twitter, which enable customers to take a more active role as market players and
reach (and be reached by) almost everyone anywhere and anytime. These new media threaten
long established business models and corporate strategies, but also provide ample
opportunities for growth through new adaptive strategies. This paper introduces a new
‘‘pinball’’ framework of new media’s impact on relationships with customers and identifies
key new media phenomena which companies should take into account when managing their
relationships with customers in the new media universe. For each phenomenon, we identify
challenges for researchers and managers which relate to (a) the understanding of consumer
behavior, (b) the use of new media to successfully manage customer interactions, and (c) the
effective measurement of customers’ activities and outcomes.

This article examines how product and consumer characteristics moderate the influence of
online consumer reviews on product sales using data from the video game industry. The
findings indicate that online reviews are more influential for less popular games and games
whose players have greater Internet experience. The article shows differential impact of
consumer reviews across products in the same product category and suggests that firms'
online marketing strategies should be contingent on product and consumer characteristics.

31
The authors discuss the implications of these results in light of the increased share of niche
products in recent years.

Interactive consumer marketing has shown tremendous promise but companies are not yet
certain on how best to leverage its potential. An examination of Web sites revealed that most
still use interactive media like traditional marketing channels. Interactive commerce is unlike
traditional ways of doing business because it allows for two-way interaction, individual
identification of users, customized services for customers and ability to make online
purchases.

With the increasing usage of digital media by consumers, more companies are using digital
marketing to reach their target markets. The purpose of this study is to examine various
marketing strategies that are commonly used in digital media and ascertain which ones are
preferred by Millennials and are effective in influencing behavior. Millennials have been
identified as a driving force behind online shopping. While there have been numerous studies
about online advertising, there has been little academic research focused on what types of
digital marketing strategies are preferred by Millennials and which ones influence their
behavior. A survey of 571 Millennials indicated a preference for online coupons and side-
panel ads; Millennials do not like pop-up advertising. Graphics are highly effective in
grabbing their attention. Millennials will repeatedly visit a website that has competitive prices
and good shipping rates. If given an incentive, such as a discount or reward, Millennials will
write an online product review.

In this conceptual paper, we propose that the next stage of evolution of mass customization is
customerization—a buyer-centric company strategy that combines mass customization with
customized marketing. Spurred by the growth of Internet and related technologies, many
leading companies (e.g., Dell) are beginning to deploy customerization on a large scale. In
this paper we define customerization, and describe how it is different from the related
strategies of mass customization, personalization, and one-to-one marketing.

Chapter-4

Research methodology
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. It is a system and in-
depth study for any particular subject. Its purpose is to find out answer to questions through

32
the application of scientific methods. It involves collection, analysis and interpretation of
data. It deals with the application and utilization of data.

Objectives of the study

Primary objective
 The main objective of the study is to understand the impact of Digital
Marketing on the consumer buying behaviour.

Secondary objectives
 To know affinity in customers for collecting information before purchase.
 To understand the media consumption of Indians.
 To figure out how Indian will purchase a product.
 To understand post purchase behaviour of Indian

Scope
This study is useful for determining the consumer buying behaviour of Indians. It will also
help brands to reach their target group through appropriate media. It will present an idea to
brands, based on where to invest to achieve their marketing objectives.

Universe
Universe means the total population available for the study. In this study, the universe
constitutes all Indian, who have online presences.

Research Design

A research design is the arrangement of conditions for collection and analysis of the data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
The research design used for this study is of the descriptive type. Descriptive research studies
are those studies which are concerned with describing the characteristics of a particular
individual or a group.

For the purpose of the present project the Descriptive and experimental type of research
design can be said to be most effective and most suitable, because in descriptive type of study
the main emphasis is laid down over the existing situations and experimental helps in finding
the behavior of the consumer. Thus for that purpose Descriptive type of study has been
selected as it seems to be most appropriate to fulfill the objective of the project.

33
Sample
Sample means a representation of the whole universe by a small population. Samples for this
research are under Indian youth and young Indians, who come under 17 to 45 year age groups
and who have online presences.

Sample size
The number of sample units selected from the total population is called sample size. Sample
size selected for this study is 200. Among them 146 are males and 54 are females.

34
Chapter-5

Data Analysis and Interpretations

1) How do you get information about new Products?

35
Chapter-5

Data Analysis and Interpretations

1) How do you get information about new Products?

Other Sources 7%

News 13%

Advertisements 40%

Family 10%

Friends 30%

2) Do you Collect information before purchasing the products?

5%

Yes
No
95%

3) What type of information do you collect?

Customer's Ex perience 21%

Quantity 11%
Attributes 10%
Quality 32%
Price 26%

Interpretation for 1 to 3: Samples are highly information seekers, 95 % of the sample will do reach
before purchase. Only 40% of the samples saying they get to know about a product through
advertisements, 30% get to know from friends and 10% from family. 32% of samples are collecting
information about quality of product the and 26% about price and 21% about customer experience

4) Did you ever purchase from an online site?

36
 0% 0%
19
% Ye
81% s
No

5) If yes, then what type of product / services did you purchase from online?

Electronic 22%

Books
11%

Travel pro ucts

d 17%
Fashion accessories
19%
Kichen an home items 2%

Toys 2%

Sport equipm ents

11%
Gifts
13%
Automotives 3%

Interpretations for 4 and 5: 81% of the sample did make online purchases and mostly they purchased
electronic products, followed by fashion and travel accessories through online.

6) Do you watch television?

7% 0%

YES
NO
93%

37
 7) Do you watch television programs through online?

47% Yes
53% No

(8). Do you read the News through online?

26%
YES
No
74%

Interpretation 6 to 8:

93% of the samples are watching T.V. 53% of the samples is watching T.V programs through online
portals. 74% are reading newspapers through online portals

38
(9).Do you have mobile phone or smartphones?

yes
no

(10). Do you have a laptop or PC?

6%

YES
NO

94%

(11).Do you have a tablet?

30%
YES
NO
70%

39
(12).Do you have an internet connection in any of the above mentioned gadgets?

4%

YES
NO
96%

(13).When do you use these gadgets?

With friends 33%

College 26%

Office 16%

Watching T.V 25%

(14).What you do with these gadgets?

Chatting 21%
Watch Videos
14%
E- books
6%
Blogging
6%
News reading
11%
Shopping
12%
Surfing
16%
Games
14%

40
Interpretation 9 to 14:

 More than 90% of the sample have can mobile or Smartphone and laptops or PC. While
coming to tablets it is low, but it doesn’t mean no one is using tabs. Still, 30% of samples
have a tablet. 96% of samples have an internet connection is any of these gadgets, this
showing the penetration of internet in India.
 33% of the samples are using these gadgets while they are with their friends. 25% of the
samples are using these gadgets while watching T.V. 42% of samples are using gadgets in
office or college.
 21% use these gadgets for chatting, 16% for surfing and 14% for watch videos & games.

(15).Do you ever notice advertisement?

3%

YESNO

97%

(16).If yes, from where?

Radio 6%

OOH 6%

Magazines 14%

Newspaper 17%

Online Ads (Banner &

35%
Videos)
TV 22%

41
 (17).Mention one from of media, which you give more importance?

Radio 4%

OOH 3%

Newspapers 11%

Online 48%

TV 34%

Interpretation for 15 to 17:

 97% of the samples are seeing ads, among them 35% of samples noticed ads through online
media, 22% on TVC and 17% on Newspapers.
 48% of the samples are saying they have trust in online ads, 34 % are saying they have trust
in T.V.

(18).How do you normally purchase a product?

Visit and purchase from retail shop itself 19%

Visit the retail shop and purchase from laptop

7%
Visit the retail shop and purchase from
mobile 4%

Research and purchase from laptop 11%

Research and purchase from mobile 6%

Research in mobile and purchase from laptop 10%

Research in laptop and purchase from retail
22
shop %
Research in mobile and purchase from retail
21%
shop

42
 (19).After purchase, what type of experience wills you share with others?

Nice deal, in terms of price 14%

Bad experience 2%

Good experience 17%

All the above mentioned 67%

(20).How will you share your experience with others?

Face to face talk 37%

In company website 4%

Write a blog 3%

Messaging 24%

Social networking sites 32%

Interpretation for 18 to 20:

 22% of samples will do research on online and purchase from retail shop, 21% of the samples
will do research in mobile and purchase from retail shop. But 19% of the samples will
purchase directly from a retail shop only.
 67% of the samples will like to express their experience with others; it may be a nice deal,
good experience or bad experience with product.
 37% will share their experience through face to face talk, 32% through social networking sites
and 24% through messaging.

43
Chapter-6

FINDINGS

 Indian customers are highly information seekers. They collect more information about
quality, price and refer customer’s experiences before purchasing a product.
 Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus will get in to action only through opinion leaders.
 Indian consumers have high tendency to go for online purchase. They have high
affinity to go online for electronic products and apparels.
 One of the current trends in Indian youth and young Indians are watching the T.V
programs via online portals. May be the main reason is convenience of time, they can
watch programs which they had skipped due to some reasons.
 The same thing is happening for the newspaper also, people have more affinity
towards online news portals. Here's the reason may be they can get news updates very
early; they don’t need to wait for daily newspapers.
 In both of these cases, one opportunity is lost for marketer and one opportunity is
emerging for them to reach their T.G.
 More than 90% of the samples have a mobile or Smartphone and laptops or PC. 96%
of samples have an internet connection is any of these gadgets, this showing the
penetration of internet in India.
 If we take tablet, penetration in Indian is low. But it doesn’t mean that no one is using
tabs. More than 30% of samples have tablet. For brands they are getting three more
platforms to reach their T.G and engage them.
 33% of the samples are using these gadgets while they are with their friends, so just
think about the reach. If one person noticed something which is cool and awesome
they will surely communicate to others.
 25% of the samples are using these gadgets while watching T.V; it’s again a barrier
for brands which use TVC only. 21% of the samples are using this gadget for
chatting and 16% are using for surfing. What they are surfing? It can be about a
product, local events or locations...etc.
 In this situation, one opportunity is again losing to brands and one opportunity is
emerging for brands to reach their T.G.

44
 More than 90% of samples are noticing ads, among them 35% of samples noticed ads
through online media, followed by TVC and Newspapers.
 48% of samples are telling they give more importance to online ads and 34 % of
samples give importance to T.V.C.
 From the first part of this research itself, we know that customers are highly
information seeker. It may be the reason for high trust in online ads. They can search
for more information after seeing an ad or online is the only two way communication
channel for customers.
 22% of the samples do research through their lap or PC before purchasing a product
from the retail shop and 21% do research via mobile.
 Most of the Indians prefer to purchase from a retail shop only, but before going to
retail shop they will seek information about the product through an online platform.
Here is actually change happens in consumer buying journey, early times consumer
belief a product only after seeing the product in a retail shop.
 But now Indian customers want to get conviction about a product before going to
retail shop. So from a marketers view they want to convince their customers before
going to a retail shop.
 Brands want to build a cool presence over digital platforms because the customer will
do research about the product after seeing an ad or after getting stimulated.
 Brands are getting more touch points to reach target group in a cost effective manner

45
Chapter-7

CONCLUSIONS

The successful completion of this internship indicates that the future of marketing is in the
hands of digital. Digital marketing is not only concerned with placing ads in portals, it
consists of integrated services and integrated channels. Marketers want to use these
components in an effective way to reach target groups and to build a brand. In this digital era
marketer is not the custodian for a brand, people who are connected across the digital
platforms are the custodians.

Brands want to build their presence over digital platform, because customers have high
affinity towards digital media than other media’s. More than that customers are highly
information seekers and digital media is the only platform for two way communication
between brands and customers.

Digital media is the best platform to convert a product to a brand. Because it is more cost
effective and it provide lot of touch points to marketer. Brands can able to engage their target
group in an effective way through digital platforms. Digital media is not only for
engagement, brands can increase their customers or they can retain their existing customers.
Digital platforms help to increase the impact of brand recall in target groups.

The research focused on the consumer buying behavior shows that, Indian consumers are
highly information seeker and they will do research about a product before going to a retail
shop. So brands want to give platforms to consumers to understand their product or to get a
really feel of that brand.

I honestly believe that this project report will be at most useful for marketers to understand
the digital marketing and also to plan for future strategies.

I conclude my research by quoting again that “Brands can’t sustain without digital presence”.

7
Chapter-8

References

Chi, Hsu-Hsien. 2011. “Interactive Digital Advertising VS. Virtual Brand Community:
Exploratory Study of User Motivation and Social Media Marketing Responses in Taiwan.”
Journal of Interactive Advertising 12: 44-61

Campbell, Colin, Leyland F. Pitt, Michael Parent, and Pierre R. Berthon. 2011.
“Understanding Consumer Conversations around Ads in a Web 2.0 World.” Journal of
Advertising 40:87-102.

Mangold, Glynn W., and David J. Faulds. 2009. “Social Media: The New Hybrid Element of
the Promotion Mix.” Business Horizons 52: 357-365.

Ryan, D. and Jones, C., 2011. The best digital marketing campaigns in the world. Kogan
Page Limited.

Kril, J., 2013. Statistics and Facts about Online Shopping.Statista. [Online] Available at:
http://www.statista.com/topics/871/online-shopping/.

Straus, J. and Frost, R., 2009. E-Marketing.5th edition. Prentice Hall:Pearson. New jersey

Garbe, T., 2013. Co-founder of Design With Benefits. Interview/Discussion/e-mail.

Scott, D. M., 2011.The New Rules of Marketing & PR. 3th Edition.John Wiley & Sons, Inc.

Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2012.Marketing an introduction.2nd
edition. Essex: Pearson Education Limited.

8
Chapter-9

Questionnaire

Understand Consumer Buying Behavior of Indians

This questionnaire will be used to understand the consumer buying behavior of

Indians.
1) How do you get information about products?

Friends
Family
Advertisements
News
Other sources

2) Do you collect the information before purchasing the product?

Yes
No

3) What type of information will you collect?

Price
Quality
Attributes
Quantity
Customer's Experience

4) Did you ever purchase from an online site?

Yes
No

5) If yes, then what type of product/ service did you purchase online?

Apparels
Electronic
Books
Travel Products
Fashion accessories
Kitchen and Home items
Toys

9
 Sports equipments
Health and Beauty Products
Gifts
Automotive

6) Do you watch television?

Yes
No

7) Do you watch television programs through online?

Yes
No

8) Do you read newspaper?

Yes
No

9) Do you read News through online?

Yes
No

10) Do you have mobile phone or smartphones?

Yes
No

11) Do you have a laptop or PC?

Yes
No

12) Do you have a tablet?

Yes
No

13) Do you have internet connection in any of the above mentioned gadgets?

Yes
No

10
14) When do you use these gadgets?

While watching TV
Office
College
With friends

15) What you do with these gadgets?

Games
Surfing
Shopping
News reading
Blogging
E-booking Reading
Watching Videos
Chatting

16) Do you ever notice advertisements?

Yes
No

17) If yes, from where?

TV
Online
Newspapers
YouTube
Magazines
Out Door Hoardings
Radio

18) Mention one form of media from the list below, which you give more importance?

TV
Online
Newspaper
YouTube
Out Door Hoarding
Radio

11
 Display ads in shops

19) How do you normally purchase a product?

Research in mobile and purchase from retail shop

Research in laptop and purchase from retail shop
Research in mobile and purchase from laptops
Research and purchase from mobile
Research and purchase from laptop
Visit the retail shop and purchase from mobile
Visit the retail shop and purchase from laptop
Visit and purchase from retail shop itself

20) After purchase, what type of experience will you share with others?

Nice deal which you got in terms of price

Bad experience with the product
Good experience with the product
All the above mentioned

21) How will you share your experience with others?

Social networking sites

Messaging
Write a blog
In company website
Through face to face talk

Age

Gender

12