R.B.V.R.R.

WOMEN’S COLLEGE(AUTONOMOUS)
Affiliated to Osmania University

Reaccredited by NAAC with ‘B++,Grade

(selected by UGC)

NARAYANGUDA,HYDERABAD

A
PROJECT REPORT
ON
“A STUDY ON PRODUCT ADVERTISING IN E COMMERCE”
DEPARTMENT OF COMMERCE

SUBMITTED BY
R.Revathi 117221302001
M.Trisha 117221302026
R.Srinidhi 117221302032
A.Sharanya 117221302038
 R.B.V.R.R Women’s College(Autonomous)
Affiliated to Osmania University
Reaccredited by NAAC with ‘B++’ Grade
(Selected by UGC)
Narayanguda,Hyderabad

Certificate

This is to certify that the following students of B.com (computers),III-year V Semester

R.Revathi 117221302001

M.Trisha 117221302026

R.Srinidhi 117221302032

A.Sharanya 117221302038

Have successfully completed project work on “ A Study on Product Advertising in E-Commerce”

on - - - - - - in partial fulfilment of the requirements for the award of Degree in B.Com for the
academic year 2023-2024

Signature of the HOD Signature of the Faculty

 INDEX
CONTENT PAGE NO.

INTRODUCTION

LITERATURE SURVEY

PROBLEM STATEMENT
AND RESEARCH OBJECTIVES

METHODOLOGY

RESEARCH ANALYSIS AND DATA

INTERPRETATION

FINDINGS/CONCLUSIONS

REFERENCES

ANNEXURE
 ACKNOWLEDGEMENT
We would like to express our gratitude to all those who have guided and helped us
to accomplish this project.

We sincerely express our gratitude to Mrs. S.Anitha, Head Department of

commerce for her encouragement.

We are indebted and thankful to Mrs. K.Swathi, for her valuable

guidance,inputs,suggestions and co-operation in doing this project.
 LISTS OF TABLES

S.NO TITLE PAGE.NO

1 The Age of the Respondents

2 The Gender of the Respondents

3 Occupation of the Respondents

4 Frequently Shopping in Online of the Respondents

5 Purchase on Online of the Respondents

6 E- Commerce Platform usage of the Respondents

7 Decisions made by the Respondents to Purchase Online

8 Elements Considered by the Respondents to Purchase

Online

9 Motivation by the Respondents to Purchase Online

10 Type of Products Shopped Online by the Respondents

11 Respondents Trust towards the Online Advertise Platform

12

13 Engaging through Online Advertisements by the

Respondents

14 Does AD content provide relevant information or not to the

Respondents

15 Reviews are seen or not by the Respondents before

Purchasing any Product

16 Satisfaction of the Respondents after Purchasing Online

17 Respondents are able to find Products in the Platform or not

18 Is Feedback provided by the Respondents are not

 LIST OF CHARTS
S.NO TITLE PAGE.NO

1 The Age of the Respondents

2 The Gender of the Respondents

3 The Occupation of the Respondents

4 Frequently Shopping in Online of the Respondents

5 Purchase on Online of the Respondents

6 E- Commerce Platform usage of the Respondents

7 Decisions made by the Respondents to Purchase Online

8 Elements Considered by the Respondents to Purchase Online

9 Motivation by the Respondents to Purchase Online

10 Type of Products Shopped Online by the Respondents

11 Respondents Trust towards the Online Advertise Platform

12

13 Engaging through Online Advertisements by the Respondents

14 Does AD content provide relevant information or not to the

Respondents

15 Reviews are seen or not by the Respondents before

Purchasing any Product

16 Satisfaction of the Respondents after Purchasing Online

17 Respondents are able to find Products in the Platform or not

18 Is Feedback provided by the Respondents are not

OUTCOME OF THE PROJECT
INTRODUCTION
E-Commerce advertising is the practice of disseminating paid messages to sell a
product online.The advertiser will pay for placement,impressions,clicks etc. on a
publisher like facebook,youtube or tech crunch. In the dynamic landscape of
e-commerce,effective product advertising is the key to capturing attention,engaging
customers and driving sales. As consumers increasingly turn to online platforms for their
shopping needs,creating a compelling presence for your products is essential.
This introduction explores strategies to elevate your product advertising game,from
optimizing product pages to leveraging digital marketing channels. Whether you are a
seasoned e-commerce player or just stepping into the digital marketplace,mastering
these techniques will enhance your visibility, attract a wider audience and ultimately
contribute to the success of your online business. It's all about showcasing the
benefits,using eye-catching visuals and providing clear and social media marketing can
also help reach a wider audience. There are few key strategies you can use. Firstly
make sure to have high-quality product images that clearly showcase the item from
different angles. Next, write compelling product descriptions that highlight the
features,benefits and unique selling products. Additionally, consider using customer
reviews and ratings to build trust and credibility. In the realm of e-commerce,product
advertising is the art of showcasing and promoting items online to attract potential
content,targeted campaigns and leveraging various digital channels businesses aim to
capture the attention of their audiences, create interest and ultimately drive sales.
Effective product advertising in e-commerce involves understanding consumer
behavior,utilizing compelling visuals,crafting persuasive copy and optimizing for different
platforms to maximize visibility and conversions. Lastly utilize targeted ads on platforms
like social media to reach your audience.
REVIEW OF LITERATURE

TAYLOR & FRANCIS[2003]: This paper experimentally examines how customer value
created through Web site interface and advertising affects firm performance in an
electronic commerce context. Advertising can build up the number of visitors to a Web
site. Web site features that facilitate presale, sale, and postsale tasks by increasing
visitor-to-customer conversion can boost bottom-line performance measured in terms
of economic value added.

Nicholas Ind, Maria Chiara Riondino [2001]: The web is both a distribution and a
communication channel which results in facilitating the interaction community
building, openness and comparability of the advertisement. Thus the branding of the
product is emphasized by the online ads. Online advertising is very much interactive in
nature emerging as a strong advantage for the marketers which provide new and
virtually limitless opportunities to reach the new as well as the existing audiences.

Sathya and Indirajith [2016] This paper says that the consumer buying preferences
are rapidly changing and moving towards high-end technology products with
acculturation. Products which were once considered luxury items have become a
necessity because of the changing lifestyle and rising income levels. With growth in
disposable incomes, the demand for high-end products such as television, washing
machine, refrigerator, and air conditioners has increased considerably. It is also
facilitated by the easy availability of finance and prevalence of nuclear families.
Increasing demand for consumer durables in the market causes the fall in prices as
Indian consumers continue to attach a high degree of importance to value for money.

Owolabiand [2011]: This article says Advertising is a marketing strategy commonly

employed by companies operating in a competitive environment. No other promotional
tool offers such a large audience. The cost of reaching people through advertising is very
reasonable. In addition, advertising can also be valuable as a means of familiarizing
buyers with the products or reminding them of its existence, thus, it is a worthwhile
activity and should be made a core aspect of the company’s marketing programme .

AHMED TAHA ELMEKAWY [2022]: This article says that the world economy is
witnessing a transition. All companies are transformed into information-based
operations through online technologies. The pace of technical transition is so
exponential that modern electronic commerce and e- services are now making
significant shifts in the economic environment,impacting all areas of industry. The web
has expanded companies’ scope. The vast quantity of business information made
accessible by the global network that facilitates the gathering of information between
firms,a corporation,its clients, and the various divisions of a business is increasingly
exponentially. This paper analyzes the digital marketing plan for Mekawyat
website,which is an educational services startup based on the internet.

LICHUN ZHOU [2012]: This article says that with the advent of internet big data era,
recommendation system has become a hot research topic of information selection. This
paper studies the application of deep learning and distracted expression technology in
e-commerce product advertising recommendation. In this paper firstly, from the
semantic level of advertising,we build a similarity network based on the theme
distribution of advertising,and then build a deep learning model framework for
advertising click through rate prediction. Finally we propose an improved
recommendation algorithm based on recurrent neural network and distributed
expression. Aiming at the particularity of the recommendation algorithm,this paper
improves the traditional recurrent neutral network,and introduces a time window to
control the hidden layer data transfer of the recurrent neutral network.

V.Kumar & Denish Shah[2004]:The focal point of this article is according to the
recent studies the internet has emerged as a domain for channel of sales. Online
advertising is playing a vital role in changing the consumer buying behavior and their
preferences and also create new forms of purchasing products.

Neelika Arora[2004]: Commencing with the main idea of Online advertising. It has
become the highest revenue generator for Google. In India, online advertising has been
accepted as a medium for a wider industrial segment such as, automobiles, telecom,
education, banking, insurance, credit cards, FMCG, apparels, durable goods, media,
business, services, tourism… Etc
PROBLEM STATEMENT AND
RESEARCH OBJECTIVES
The study is emphasized on “A COMPARATIVE STUDY ON PRODUCT
ADVERTISING IN E-COMMERCE IMPACT OF ADVERTISEMENTS ON CUSTOMERS
WITH REFERENCE TO ADVERTISEMENT PLATFORMS”.
OBJECTIVES
1. TO STUDY ABOUT E-COMMERCE BUSINESS.
2. TO UNDERSTAND ABOUT THE PROMOTION AND SALES OF PRODUCTS
THROUGH E-COMMERCE.
3. TO UNDERSTAND THE EFFECTIVENESS OF VARIOUS ADVERTISING CHANNELS
SUCH AS SOCIAL MEDIA PLATFORMS I.E E-COMMERCE PRODUCT.
4. TO STUDY AND EXPLORE THE INTEGRATION OF EMERGING TECHNOLOGIES IN
PRODUCT ADVERTISING THROUGH E-COMMERCE.
5. TO EXAMINE THE ROLE OF VISUAL ELEMENTS LIKE IMAGES AND VIDEOS.
RESEARCH METHODOLOGY
RESEARCH ANALYSIS AND DATA INTERPRETATION

Democratic table

Table 1: Showing the Age of Respondents

Age Percentage Frequency

18 - 24 86.7% 104

25 - 34 9.2% 11

35 - 44 3.3% 4

45 - 54 nil nil

55 and above 0.8% 1

Total 100 120

Table 2: Showing the Occupation of the respondents

Occupation Percentage Frequency

Student 75.8% 91

Working 18.3% 22

self-Employed 3.3% 4

Homemaker 2.5% 3

Total 100 120

TABLE 3: Showing the gender of the respondents

Gender Percentage Frequency

Male 70% 84

Female 30% 36

Total 100 120

 1. How frequently do u shop online?
Fig:1 Showing shopping online frequently by the respondents

INTERPRETATION:
From the above chart it is observed that 43.3% are shopping rarely in online as
they are likely to prefer to do offline, 39.2% respondents are shopping monthly
once in online. And only 3% of respondents are shopping daily online it shows
that they are interested in buying online and It is observed that everyone is
shopping online but except that 0.8% i.e one respondent who doesn’t shop
online.
 2. Have you ever made a purchase on online?
Fig 2: showing the online purchases of the respondents

INTERPRETATION:
From the above chart we came to know that out of total respondents, 95% of the
respondents have made their online purchase and 5% of the respondents have not been
purchasing online. We can conclude that almost all of the respondents have made their
purchase online except 5% of the respondents.
 3. Which e- commerce platform fo you use more frequently?
Fig 4: showing E - Commerce platform used frequently

INTERPRETATION:
From the above chart it is observed that 46.7% respondents are using Amazon platform
frequently as it is trustable and recognizable online platform.19.2% respondents are
using Myntra, 17.5% respondents are using Flipkart and the remaining 8.3 % are using
Ajio and other platforms equally.
 4. What makes you to do online shopping?
Fig 4: Showing what makes respondents to do online shopping

Interpretation:

As shown in the above chart ,out of all the respondents, 36% of the respondents
have made their online shopping according to the price and 34.5% of them made
their shopping based on the product review ,12.6% of the respondents made
purchase online based on the recommendations from their family/friends ,10.1%
of them made their purchase based on the product advertisement and 6.7% of
the respondents have chose the option others that means they may have other
reasons to purchase online . Overall we can conclude that most of the
respondents have made their purchase online based on the price of the product.
 5. What elements do you consider to purchase online?

INTERPRETATION:
From the above chart it is observed that 60% of the respondents are considering
customer reviews and ratings as they are satisfied by looking up into reviews and
ratings. Only 2.5% respondents are considering their other own elements,20% of the
respondents are shopping through only from recognizable brands, 8.3% are considering
only trust badges, and remaining 9.2% are considering only certified products.

‘
 6. What motivates you to make a purchase on online?
Fig 6: Showing what motivates respondents to purchase on online

INTERPRETATION:
From the above chart ,we can say that 55% of the respondents get motivated to
purchase online by seeing discounts and promotions on the product, 16.7% of the
respondents have been motivated by the product reviews to purchase online. And 15%
of the respondents get motivated based on the brand reputation and 10% of them get
motivated by knowing that the product has free shipping and there are few respondents
i.e 3.3% have chosen others ,we can't say that how they are getting motivated to make
a purchase online. We can conclude that most of the respondents i.e 55% of them are
getting motivated to purchase online based on the price of the product.
 7. Mostly what type of products do you shop online?
Fig 7: Showing the type of product do respondents shop online

INTERPRETATION:
The above chart shows that the most of the respondents i.e 64.2% purchase
online clothing as many of the respondents are very satisfied by shopping clothing in
online, 20% of the respondents buy electronic products compared to clothing it is very
less because buying electronic products in online sometimes leads to fraud so it need to
be observed lively and buy them, 8.3% of the respondents are shopping beauty and
personal care in online, Only 5% of the respondents are shopping home and garden
things as they are sold everywhere so the chances to buy them in online is very less.
And 2.5% respondents are shopping other things in online.
 8. Do you trust online advertising platforms?
Fig 8- showing trustee respondents towards online advertising platforms

INTERPRETATION:
From the above chart out of total respondents 66.7% trust the platform based on the
product as few online platforms are fraud and mislead the customer. Only 25.8% trust
online advertise platforms. But 7.5% respondents doesn't trust online advertise platform
as they consider offline shopping rather than online.
 9. How often do you notice online advertisements for products?

INTERPRETATION:
From the above chart it is observed that 35% respondents are noticing online
advertisements for products very often as they are looking more into the online
products so they are noticing very often. 28.3% respondents are noticing rarely because
they are not looking into online products, 25.8% respondents noticing online
advertisements occasionally like big billion deals or on any festivals. 7.5% respondents
are noticing often and 3.3% respondents are never noticing them because they never
shop online or look into the products.
 10. Which type of online advertisements do you find more engaging?
Fig: Showing type of online advertisements find more engaging

INTERPRETATION:
From the given chart half of the respondents i.e 56.3% find more engaging in social
media ads i.e from instagram ,whatsapp,twitter and so on, 18.5% respondents engage in
product mentions from influencers. Nowadays many of them are using or buying the
products which are promoted by their favorite influencers. 17.6% respondents are
engaging through video ads ,4.2% respondents are engaging through other. And 3.4%
respondents are engaging through banner ads.
 11. Does the Ad content provide relevant information?
Fig 11- Showing ad content

INTERPRETATION:
From the above chart it is observed that out of total respondents 87.4% say that ad
content provide relevant information but remaining 12.6% say it doesn't provide relevant
information.
 12. Before buying any product will you see reviews?
Fig: showing product reviews before buying

INTERPRETATION:
From the above chart it is observed that 99.2% respondents are seeing reviews
before buying any product , as it is very important thing in online shopping is to see
reviews before buying. But only 0.8% doesn't see reviews.
 13. Are you satisfied with online shopping?
Fig:13 showing satisfaction of the respondents

INTERPRETATION:
From the above chart it is observed that half of the respondents are satisfied with
online shopping and few of the respondents i.e 37.5% are satisfied neutrally. Only 6.7%
respondents are very much satisfied with online shopping and remaining 1.7% are not
satisfied.
 14. Is it easy to find the products in online?

INTERPRETATION:
From the above chart it is observed that 48.7% find products somewhat easily and
47.1% find very easily in online,as they have good knowledge in online platforms,3.4%
and 0.8% find somewhat difficult and difficult in finding products in online.
 15. Do you provide feedback after buying?

INTERPRETATION:
From the above chart total out of respondents 41.7% are providing feedback rarely,
34.2% are providing oftenly, only 14.2% respondents are always providing feedback
whenever they buy something from online and 10% never give feedback.

1.
FINDINGS/CONCLUSIONS

1.

REFERENCES
ANNEXURE