Research Project Report

on

“Current Trends of Internet Marketing

Towards Online Shopping”
Submitted as partial fulfillment for the award of

MBA
DEGREE
Session 2022-2024

By
Surbhi Sharma

Roll Number 2201720700268

Under the guidance of Dr. Sharad Agarwal

Department of MBA
Lloyd Institute of Management and Technology
Greater Noida

AFFILIATED TO

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DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY (FORMERLY UTTAR
PRADESH TECHNICAL UNIVERSITY), LUCKNOW (Font Size-14)

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 Student’s Declaration/ Certificate
I SURBHI SHARMA hereby declare that the work which is being presented in this report
entitled “Current Trends of Internet Marketing Towards Online Shopping” is my original work carried
out under the supervision of Dr. Sharad Agarwal.

The matter embodied in this report has not been submitted by me for the award of any other degree.

Department of Business Administration Name of Student: Surbhi

Sharma
Date:

This is to certify that the work which is being presented in this report entitled “Current Trends of Internet
Marketing Towards Online shopping” is an authentic record of the student carried out under my
supervision. The declaration by the candidate is correct to the best of my knowledge.

Prof.
Name of Supervisor:
Designation:
Date:

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 CERTIFICATION

I SURBHI SHARMA Roll No. 2201720700268 of Batch 2022-2024 is a full time

Bonafide student of second year MBA Program of Lloyd Institute of Management
& Technology, Greater Noida. I hereby certify that this project work carried out
by me at “Current Trends of Internet Marketing Towards Online Shopping ” the
report submitted in partial fulfillment of the requirements of the program is an
original work of mine under the guidance of the faculty mentor Dr.Sharad Agarwal
is not based or reproduced from any existing work of any other person or on
any earlier work undertaken at any other time or for any other purpose, and has not
been submitted anywhere else at any time.

(Student's Signature) Date:

(Faculty Mentor's Signature) Date:

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 ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible without
the kind support and help of many individuals and organizations. I would like to
extend my sincere thanks to all of them. I am highly indebted to Lloyd Institute of
Management and Technology for their guidance and constant supervision as well as
for providing necessary information regarding the project & also for their support in
completing the project.

I would like to express my gratitude towards my parents & member of Lloyd Institute
of Management and Technology for their kind co-operation and encouragement
which help me in completion of this project.
I would like to express my special gratitude and thanks to industry persons for giving
me such attention and time.
My thanks and appreciations also go to my colleague in developing the project and
people who have willingly helped me out with their abilities.

Name of student

SURBHI SHARMA

MBA, IV Sem

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 Contents
CHAPTER NO. TOPICS PAGE NO.

Chapter 1 Introduction

Chapter 2 Review of Literature

Chapter 3 Problem of Study

Chapter 4 Rational of Study

Chapter 5 Research and Methodology

Chapter 6 Objective to Online Marketing

Chapter 7 Exploratory of Research Design

Chapter 8 Types of Research Study

Chapter 9 Data Collection

Chapter 10 Tools Use For Data Analysis

of Online Marketing

Chapter 11 Data Analysis and Interpretation

Chapter 12 Finding and Discussion
Chapter 13 Conclusion
Chapter 14 Limitation and Suggestion
Chapter 15 Implication of The Study
Chapter 16 Limitation of Research
Chapter 17 Reference
Chapter 18 Appendix
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 ABSTRACT

Internet marketing involves the usage of the Internet to market and sell goods or services. In
this thesis I wished to seek answers for the following questions with the help of secondary
data obtained from the News Papers, Business Magazines, Online articles along with web,
email surveys and e-questionnaires taking into consideration consumer perspective, and see
ifthey are moved by the internet marketing done by the companies or not, and if they are, then
up to what extent. The survey results helped me in predicting the trends in Internet
marketing.The new millennium has brought us on the brink of the I.T. Revolution. This
revolution has been aided by the advent of the Internet in a big way. Internet is fast changing
the way peopleused to do things. Naturally, the same would have an impact on the
advertisers. The Internet has been accepted as the most powerful media for advertising due to
the absence of geographical barriers. The advent of the Internet and its subsequent acceptance
has onceagain challenged the traditional forms of advertising. Advertisers are trying to use
the ‘net’ toadvertise their products and hence ‘net’ their customers. Thus, with the Internet
gaining prominence, advertising equations are fast changing we would like to study the
impact of Internet on advertising from the customers as well as advertisers point of view.
There is no question that the growth of Internet advertising is outpacing offline advertising.
As more and more companies realize the real value in advertising their goods and services
online, they are diverting funds from other forms of offline advertising to compensate.
Consequently, the market share of Internet advertising is continually growing while the
market share of offline advertising mediums stagnates or decline .At the current rate of
growth, Internet advertising has already overtaken radio advertising in spending and market
share. While outdoor advertising is also experiencing growth, it is not growing as rapidly as
Internet advertising, and Internet advertising has already overtaken it. Digital marketing
involves the promotion of products and services using digital distribution channels that reach
consumers in a timely, relevant, personal and cost-effective manner. Digital channels can
have several categories, such as the internet, mobile, digital outdoors, and any form of
interactive digital media. Each category has multiple digital tools / sub-channels that can
support digital marketing. Internet - Email, banner ads, dedicated websites, pop- up ads,
sponsored content, paid keyword search, podcasts, social networks, blogs, wikis, widgets.

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 Chapter 1
INTRODUCTIO
N

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 INTRODUCTION
Online marketing also known as digital marketing, web marketing, and internet marketingor
e-marketing is the marketing of products or services over the Internet. Internet marketingis
sometimes considered to be broad in scope because it not only refers to marketing on the
Internet, but also includes marketing done via e-mail and wireless media. Management of
digital customer data and electronic customer relationship management (ECRM) systems are
also often grouped together under internet marketing. Clearly, marketers are adding on-line
channels to find, reach, communicate, and sell. I-marketing has at least five great advantages.
First, both small and large firms can afford it. Second, there is no real limit on advertising
space, in contrast to print and broadcast media. Third, information access and retrieval are
fast, compared to overnight mail and even fax. Fourth, the site can be visited by anyone from
any place in the world. Fifth, shopping can be done privately and swiftly. Internet marketing
and e- commerce has marked its place in the world of technology. The success of any
businessat present strongly depends on Internet marketing . Below gives a graphical view of
how online marketing can effectively be planned .

There are many sources of online marketing or Digital Marketing as described below:
Web Marketing:

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Web marketing includes Web sites, Affiliated marketing Web sites, promotional or
informative Web sites, online advertising on search engines, and organic search engineresults
via Search Engine Optimization (SEO). Internet marketing is sometimes considered tobe
broad in scope because it not only refers to marketing on the Internet, but also includes
marketing done via e- mail and wireless media

Web Marketing

Social Media Marketing:

Social media marketing involves both advertising and marketing efforts via social networking
sites like Face book, Twitter, YouTube and Digg. This has come with a most useful source of
marketing as there are billions of people reach out these media and thus make possible to
reach the people anywhere in the world with , simple broadcasting of the product
advertisement takes no time to reach the consumers .Internet, but also includes marketing
done via e-mail and wireless media. Management of digital customer data and electronic
customer relationship management (ECRM) systems are also often grouped together under
internet marketing. Clearly, marketers are adding on-line channels to find, reach,
communicate, and sell. I- marketing has at least five great advantages.

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 Social Media Marketing

Email Marketing:

Email marketing involves both advertising and promotional marketing efforts via e-mail
messages to current and prospective customers. Email messaging has made possible to send
promotional messages to the email users acting as a quick mode of online product broad cast
over internet. Digital marketing for ecommerce applies traditional marketing principles to a
multichannel, data-driven environment. Digital marketing for ecommerce applies traditional
marketing principles to a multichannel, data-driven environment. Studying collaborative
research and the accessing of external sources of technology, Hummel found that in deciding
on business partners, it is important to make sure that both parties' business models are
complementary

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 Email Marketing

E-commerce
Marketing:

E-commerce marketing is the process of driving sales by raising awareness about an online
store's brand such as Amazon, flip kart, snap deal and many other online product services,
product offering companies. Digital marketing for ecommerce applies traditional marketing
principles to a multichannel, data-driven environment.

E-commerce Marketing

Internet marketing is associated to various business models. It comprises of e-commerce

business model where goods and services are sold directly to consumers (B2C), businesses
(B2B) or from one consumer to other consumer (C2C).These business model are described
below. Studying collaborative research and the accessing of external sources of technology,
Hummel found that in deciding on business partners, it is important to make sure that both
parties' business models are complementary. For example, they found that it was important to
identify the value drivers of potential partners by analyzing their business models, and that it
is beneficial to find partner firms that understand key aspects of our own firm's business
model
,one being that it often depends on campaigns' abilities to invoke emotional responses, rather
than solely demonstrating value. Marketers with carefully designed World Wide Web
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sites are already interacting computer to computer, with prospective customers or an
individual basis, much as ATM does in very primitive fashion
Business-to-customer (B2C):
Business-to-customer marketing refers to the tactics and best practices used to promote
products and services among consumers. B2C marketing differs from B2B marketing in a
number of key ways, one being that it often depends on campaigns' abilities to invoke
emotional responses, rather than solely demonstrating value.

Business-to-Business Model:
B2B (business-to-business) marketing is marketing of products to businesses or other
organizations for use in production of goods, for use in general business operations (such as
office supplies), or for resale to other consumers, such as a wholesaler selling to a retailer.

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Customer-to-customer Model
C2C, or customer-to-customer, or consumer-to-consumer, is a business model that facilitates
the transaction of products or services between customers. An example of C2C would be the
classifieds section of a newspaper, or an auction.

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 Chapter 2
REVIEW OF LITERATURE

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 REVIEW OF LITERATURE
This section aims at exploring detailed information on major domains of the dissertation topic
by reviewing past research, books and related articles. Modern studies and past theories
concerning these domains are presented.
Literature on online marketing:
Online services will drive marketing to the opposite end of the spectrum from
“mass”marketing to customized “one-to-one” marketing. Online marketers communicate
instantly and directly with the prospective customers and can provide instant fulfillment as
well. Marketers with carefully designed World Wide Web sites are already interacting
computer to computer, with prospective customers or an individual basis, much as ATM does
in very primitive fashion. Online one to one approaches while innovative and still glamorous
in their pioneeringaspects, offer significant new challenges. The significant aspect is the
access with the customers. Communication and information technology development has
encouraged the emergence of new communication channels that have increased the options
available to organizations for building relationships with clients.

How important is Internet marketing to the success of an organization?

There are no exact answers for this question. It depends on the nature of one company
business line. There are many companies currently using the Internet as their main
business transaction such as Amazon,flipkart,snapdeal,Alibaba .However, companies such
as UPM,
the world’s leading forest products producer only uses the Internet as a media to introduce
the company and its products to customers via its website.
Besides that, during the whole purchasing decision making process, customers not only use
the Internet in isolation to search for products but other media such as print, TV, direct mail
and outdoor as well. These media still play an extremely important role for the marketers to
communicate with customers, for example, direct or face – to – face marketing more or less
helps marketers build up the trust in customers and encourage them to purchase the products.
Therefore, it is better to use the Internet as part of a multi-channel marketing strategy which
“defines how different marketing channels should integrate and support each other in terms
of their proposition development and communication based on their relative merits for the
customer and the company.”
Mohan Nair takes social media as a complex marriage of sociology and technology that

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cannot be underestimated in its impact to an organization marketing communication, choice

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as to when to engage, how to manage and measure, and whether to lead or to follow is
complex but not an impossible task. These cannot be answered simply by one formula
because the context and the market dynamics are strong variables in these decisions. Even
though the interest for social media is huge, few companies understand what the term social
media can mean to their businesses.

According to research conducted by Nielsen, we know that 92% of consumers report that
“word-of-mouth and recommendations from people [they] know” are the leading influence
on their purchase behavior. Only 37% trust search engine ads, and just 24% trust online
banner ads. They trust their friends and family the most when looking for brand
recommendations.

It is important to understand the relationship between digital communication and traditional

communication in the old media; for example, TV, radio, newspapers, magazines and
billboard ads, the communication model was and is one-to-many compared to one-to-one or
many-to- many communication model in digital media like blogs, social networks, wikis and
other social media (Chaffey, 2003).

Foux (2006) suggests Social media is perceived by customers as a more trustworthy source
of information regarding products and services than communication generated by
organizations transmitted via the traditional elements of the promotion mix.

Johnson and Greco (2003) explain that desires and different hopes from different clients can
sometime require certain unique information and contact strategies. Communication channels
and strategies now differ broadly from the ones in former times or offline times.

Online marketing is today seen by many practitioners as the new arena for market
communication and on top of the list of users of the different mediums is Face book, Blogs,
Twitter, YouTube and LinkedIn (Steltzner, 2009).

Kaplan and Haenlein (2010) define social media as ―a group of Internet-based applications
that build on the ideological and technological foundations of Web 2.0, which facilitates the
creation and exchange of user-generated content. It consists of different Internet applications

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such as blogs, social networking sites, content communities, collaborative projects, virtual
game worlds and social worlds. Russell S. Winer (2009) affirms that many companies today
are using some or all of the new media to develop targeted campaigns that reach specific
segments and engage their customers to a much greater extent than traditional media.

Mangold&Faulds (2009) argue that marketing managers should comprise social media in
the communication mix when developing and executing their Integrated Marketing
Communication strategies and they presented the social media as a new hybrid element of
promotion mix.
Forbes Magazine reports retail is down and e-commerce is up. One clear example of the
power of e-commerce comes from Macy’s recent returns. Forbes reports the 154-year-old
retail chain saw online sales rise 40% in 2015 while same-stores sales grew just 5.3%.
Maybeyou’re not a billion-dollar business like Macy’s, but the numbers don’t lie. Online
sales are overtaking retail sales. Safe to say e-commerce is trending upward more and more
each year. It’s not too late to jump onboard the e-commerce train.

The internet has become a mass media vehicle for consumer sponsored communication. It
now represents the number one source of media for customers at work and the number two
source of media at home. Customers are turning away from the traditional sources of
advertising: radio, television, magazines, and newspapers. Customers also consistently
demand more control over their media consumption. They require on-demand and immediate
access to information at their own convenience. Customers are turning more frequently to
various types of social media to conduct their information searches and to make their
purchasing decisions.
Nowadays, the concept of Internet marketing has expanded
and brought more opportunities for companies to approach their customers. In the past, the
Internet was only used as a tool to contact customers, part of direct marketing. Nowadays, the
Internet, particularly websites has been becoming a popular media for any firms to introduce
their products and services. The Internet is considered as an independent and effective
marketing tool. During eight years, from 2008 to 2015, the number of Internet users has
increased by 4 times from about 361 millions to more than 1, 46 billion
(http://www.internetworldstats.com/stats.htm ), in which, Asia, the continent with the biggest
population accounts for 39.5% of World Internet Users. Thus reaching such huge population
in a quick time efficiently online marketing media and online shopping organization had

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proved themselves as a major source. Integrated Marketing Communication strategies and
they presented the social media as a new hybrid element of promotion mix. The internet has
become a mass media vehicle for consumer sponsored communication. It now represents the
number one source of media for customers at work and the number two source of media at
home.. Thus reaching such huge population in a quick time efficiently online
marketingmedia and online shopping organization had proved themselves as a major source.
Customersare turning more frequently to various types of social media to conduct their
information searches and to make their purchasing decisions and the communication mix
when developing and executing their Integrated Marketing Communication strategies and
they presented the social media as a new hybrid element of promotion mix proved to effective
wayto communicate with digital world.

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 CHAPTER 3
PROBLEM STATEMET

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 PROBLEM STATEMET
Problem Statement for small business owners

Small business owners should employ Internet marketing to compete successfully in a

business environment (Eida & El-Gohary, 2013). As of August 2011, 78% of U.S. adults
and 95% of
U.S. teenagers use the Internet (Zickuhr & Smith, 2012). Ninety-two percent of adults use
search engines to find information, 91% use e-mail, 71% use the Internet for buying products,
64% use social networking sites, and 61% bank online (Zickuhr & Smith, 2012). Businesses
that are choosing not to leverage Internet marketing risk losing competitive advantage since
some consumers search for information and make purchases online. The general business
problem is that small business owners often face challenges with using Internet marketing to
promote products or services. The specific business problem is that some small business
owners lack knowledge on how to develop and implement an Internet marketing strategy

3 problem of internet marketing and how to around

navigate them

1. Problem: The Security-Leary Consumer

I was scammed by a pair of teenagers shortly after I moved into a new neighborhood. They
said they were selling magazine subscriptions in order to get money for their own business
start-ups as a means to escape their current conditions. Naively, I agreed to help them out and
purchased three one-year subscriptions. When four months passed and my magazines still
hadn’t arrived, I realized they never would. I tried calling the number on my receipt only to
discover that the company was non-existent. The following year when another young man
knocked on my door with the same story, I knew better and asked him to leave. Lesson
learned. Although my experience was minor in comparison, today cases of identity theft and
online scams are all too common; thereby making many individuals hesitant to view the
internet as a consumer landscape. Rather, these people look to the internet as a means to
obtain information, while preferring to conduct their business in a more traditional setting –
such as a physical store or office.

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Solution: Understand the consumers fear and address it head- on.

People work hard for their money and the thought of losing all of one’s life savings due to
identity theft is scary. Those of us who have shopped online know that the ease and
accessibility of internet consumerism can be the perfect complement to ourfast-paced lives.
The challenge of web-based companies is to unite these two factorsand reassure new clients
that safety precautions are available to make online transactions secure. Educate your clients
about ways they can protect themselvesas online consumers. For example, remind them that
they should only enter their personal information in a secure domain (a web address
beginning with https:// as opposed to https://). Always use secure and reliable web hosting
providers instead oflow quality bargin hosting solutions. When your client sees that you care
about their identity protection and financial security, they will be more willing to conduct
business with you and utilize your online services.

2. Problem: The Competition

Like a beauty queen at a Miss America pageant, your company is constantly vyingfor the
judges’ attention – but in this case the judges are potential clients. For every service youoffer,
chances are, there are thousands of companies that offer the same in return. Why should a
client choose company A, when they can go with company B? Let’s face it, the internet is a
hodgepodge of information and enterprise,and every company wants to be the chosen one. If I
am anything like the average consumer, I perform a Google search for the service I need,
glance at a website or two and make a decision. Some people don’t even look a website.
Instead they just call the first business that pops up in the search results.

Solution: Learn how to capture a client’sattention.

Business possibilities on the internet are endless and if you want to succeed, you must learn
the art of capturing a client’s interest. This can be as simple as knowing your target audience
inside and out and marketing towards them specifically. If you own a company that is selling
all things newborn, don’t waste your marketing efforts advertising with antique collector
websites. It may sound logical, but have you sat down and pinpointed which sites are directly
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related to the services you provide? Choose websites which will maximize exposure to your
core audience. You must make strategic decisions when it comes to internet marketing to
always stay one step ahead of your competition. In the case of baby novelties, try PPC
marketing

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campaigns on sites like thebump.com or babycentral.com. Once you have a clear vision of
who your client is, you can adjust your marketing efforts accordingly, andare much more
likely to attract valuable business.

3. Problem: Instant Information

Try this: Go to news.google.com and pick a story. It can be anything. For example, I just
picked “Apple” under the “Top Stories” section and instantly had access to the same stories
that were written seven hours ago, and were still being updated to as recent as 13 minutes
ago. Interesting, right? Now ask yourself this: How often does your company update its
marketing efforts? With the level of competition among online businesses, chances are some
company somewhere that is in direct competition with you, has updated their marketing
information within the past thirty minutes. This is a fundamental challenge for companies
who want to stay on top of their game, but cannot dedicate 100% of their resources to
constantly updating information.

Solution: Commit to your marketing efforts.

Try to dedicate one hour a week towards updating and re-assessing your internet marketing
goals. This ongoing dedication will ensure to all clients who visit your website, that you are
committed to providing them with accurate, up-to-date information and that you are a
competitor in today’s market. This can be as simpleas posting a new blog once a week, or
updating your Twitter or Facebook status. By being an active participant within the internet
community, you will demonstrate that you are well aware of all of the trends going on within
your market, thereby, gaining consumer confidence. A good content management system will
help you to achieve this goal.

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 CHAPTER 4
RATIONAL OF STUDY

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 Rationale of the study
Internet Marketing in its simplest terms refers to the marketing and selling of goods and
services using the Internet as the sales and distribution medium. The current project on
innovative marketing strategies aims to understand the concept of online marketing; study as
to how much online marketing has penetrated in the market place; gain insights about
functioning of online marketing; study the benefits of online marketing for the businesses as
well as the customers and explore the future prospects of online marketing.
The report concludes that internet has opened up new avenues for reaching the consumer. It is
true that there is never a fixed way or strategy that a marketer can use to market its products
and services on the internet but it is still very much an arena where creative thinking can take
the company reach new heights. Thus we can say that marketing has not changed its shape. It
is the same, unpredictable, unusual and creative field that needs constant change and open
inputs that can work wonders for the company,study the benefits of online marketing for the
businesses as well as the customers and explore the future prospects of online marketing.

7 P'S Of ONLINE Marketing are presented below diagrammatically with description

7 P'S Of Internet Marketing are as described below:-

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1. Product:

Product on the Internet usually changes form online, and the user experiences it
electronically, in the form of text, images and multimedia. Physical goods are usually
presented in the form of a detailed online catalogue that the customer can browse through.
Technology allows the user to virtually touch and feel the product on the Internet - rotate it,
zoom in or zoom out and even visualize the product in different configurations and
combination. It will rather be on the uniqueness of the product. To be able to attract the
customers and retain them, the company will have to provide nouvelle and distinct products
that forces the net users to purchase and come back for more.

2. Price:

Price has been drastically changed over the Internet. It lets the buyer decides the price. Also it
gives the buyers information about multiple sellers selling the same product. It leads to best
possible deal for the buyers in terms of price. Pricing is dynamic over the Internet.Many
Internet marketing firms don’t provide Internet marketing pricing on their websites. At
Webpage, we believe our clients deserve a detailed listing of what our prices include. No
games. No hidden fees. Accurate pricing for our Internet marketing services based on years of
experience.Whether you’re looking for SEO, link building, or social media pricing, our
website offers Internet marketing pricing options in a range of plans to suit your specific
marketing approach. Internet marketing prices are intended to match your needs so that you
get what you pay for and maybe a little more.

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3. Place:

Place revolves around setting up of a marketing channel to reach the customer. Internet
serves as a direct marketing channel that allows the producer to reach the customer directly.
The elimination of the intermediate channel allows the producer to pass the reduced
distribution cost to the customer in the form of discounts.

4. Promotion:

Promotion is extremely necessary to entice the customer to its website, as there are currently
more than one billion web pages. Promoting a website includes both online and offline
strategies. Online strategies include search engine optimization, banner ads, multiple points
of entry, viral marketing, strategic partnership and affiliate marketing. Presently, the
cyberspace is already cluttered with thousands of sites probably selling similar products. The
report concludes that internet has opened up new avenues for reaching the consumer. It is true
that there is never a fixed way or strategy that a marketer can use to market its products and
services on the internet but it is still very much an arena where creative thinking can take the
company reach new heights

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5. Presentation:

The presentation of the online business needs to have an easy to use navigation. The look and
the feel of the web site should be based on corporate logos and standards. About 80% of the
people read only 20% of the web page. Therefore, the web page should not be cluttered with
a lot of information. Also, simple but powerful navigational aids on all web pages like search
engines make it easy for customer to find their way around.

6. Processes:

Customer supports needs to be integrated into the online web site. A sales service that will be
able to answer the questions of their customers fast and in a reliable manner is necessary. To
further enhance after sales service, customers must be able to find out about their order status
after the sale has been made.

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 7. Personalization:

Using the latest software it is possible to customize the entire web site for every single user,
without any additional costs. The mass customization allows the company to create web
pages products and services that suit the requirement of the user. A customized web page
does not only include the preferred layout of the customer but also a pre selection of goodsthe
customer may be interested in.

How can companies use this model?

Companies can use the 7Ps model to set objectives, conduct a SWOT analysis and
undertake competitive analysis. It's a practical framework to evaluate an existing business
and work through appropriate approaches whilst evaluating the mix element as shown below
and ask yourself the following questions:

 Products/Services: How can you develop your products or services?

 Prices/Fees: How can we change our pricing model?

 Place/Access: What new distribution options are there for customers to experience
our product, e.g. online, in-store, mobile etc.

 Promotion: How can we add to or substitute the combination within paid, owned
and earned media channels?

 Physical Evidence: How we reassure our customers, e.g. impressive buildings,

well- trained staff, great website?

 People: Who are our people and are there skills gaps?

 Partners: Are we seeking new partners and managing existing partners well?.

The 7Ps helps companies to review and define key issues that affect the marketing of its
products and services and is often now referred to as the 7Ps framework for the digital
marketing mix.

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 An example of a company using the 7Ps strategy

Take a look at Hub Spot as an example, which was founded in 2006; Hub spot has
8,000+ customers in 56 countries and sells software. What does their marketing mix
look like?

This is a top level overview; you would take this into greater detail and ask the
following questions:

1. Products/Services: Integrated toolset for SEO, blogging, social media, website, email
and lead intelligence tools.

2. Prices/Fees: Subscription-based monthly, Software-As-Service model based on

number of contacts in database and number of users of the service.

3. Place/Access: Online! Network of Partners, Country User Groups.

4. Promotion: Directors speak at events, webinars, useful guides that are amplified by
SEO and effective with SEO. PPC Social media advertising, e.g. LinkedIn.

5. Physical Evidence: Consistent branding across communications.

6. Processes: More sales staff is now involved in conversion.

7: People: Investment in online services.

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8. Partners: Companies looks to form partnerships with major media companies such
as Facebook and Google plus.

Everything has a position in your mind, that you give a level of value to and as a marketer it
is your job to develop that position through your execution of these P’s outlined above. Is
your brand high quality and luxury? then it’s priced high, is available only in exclusive areas
and that addresses all these elements and how you are going has exceptional customerservice.
If your brand is about value, then its available everywhere, low prices and people will not
expect much after sales service.

If you are creating a marketing strategy you need to take these 7 P’s and put together a plan
that addresses all these elements and how you are going to execute the campaigns. Then with
this strategy in place you can go online and dominate whatever market that you want to.

If you think about Rolex, Versace suits or Rolls Royce, you instantly think of a super high
quality, luxury brand that people aspire to owning. And if I talk about EBay or Amazon, you
think of discounts, bargains and low prices

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 CHAPTER 5

RESEARCH AND

METHODOLOGY

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 RESEARCH AND METHODOLOGY
Online marketing refers to a set of powerful tools and methodologies used for promoting
products, business, brandfactory,household businesses and services through the Internet.
Online marketing includes a wider range of marketing elements than traditional business
marketing due to the extra channels and marketing mechanisms available on the Internet.

Online marketing can deliver benefits such as:

 Growth in potential
 Reduced expenses
 Elegant communications
 Better control
 Improved customer service
 Competitive advantage

Research problem

This study focuses on following problems

 Should companies integrate various marketing tools to communicate about its brand?

 How do consumers get awareness about different brands?

 How online marketing plays important role in companies’ marketing strategy?

 What are the reasons for growing popularity of online marketing among consumers?

 How is online marketing advantageous over traditional marketing?

 What are the loopholes in online marketing?

Research Methodology
The first step is to formulate a research design. This means planning a strategy of
conducting research. It is a detailed plan of how the goals of research will be achieved.
Research design
35
is exploratory, descriptive and/or experimental in nature. It is helping the investigator in
providing answers to various kinds of social/economic questions. After collecting and
analysis of the data, the researcher has to accomplish the task of drawing inferences. Only
through interpretation researcher can expose relations and processes that underlie his
findingsand ultimately conclusions. Interpretation refers to the task of drawing inferences
from the collected facts after an analytical study.
In the present study, researcher has followed Descriptive research. Descriptive research is
usually a fact finding approach generalizing a cross - sectional study of present situation. The
major goal of descriptive research is to describe events, phenomenon and situations on the
basis of observation and other sources through survey :
Survey Method:
 The survey method is the technique of gathering data by asking questions from people

who are thought to have the desired information. Every effort should be made to state

the objectives in specific terms.

 The survey design can be defined as: “gathering information about a large number of

people by interviewing a few of them

 The definition can be modified by stating that collecting information with other data

collection alternatives available to survey researcher in addition to interviewing i.e.

questionnaire, personal observation etc.

 Surveys are conducted in case of descriptive research studies with the help of

questionnaire techniques in most appropriate manner. Survey type of research studies

usually have larger sample. It is concerned with conditions or relationships that exists,

opinion that are held, processes that are going on effects that are evident or trends that

are developing. Thus in surveys variables that exist or have already occurred are selected

and observed. It is the example of field research.

 The major goal of descriptive research is to describe events, phenomenon and

situations on the basis of observation and other sources through survey :

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 CHAPTER 6

Objectives to Online Marketing

37
 Objectives to Online Marketing

It’s really interesting to talk with business owners about the reasons why they want to market
themselves online. When you know your market and whom you serve, it is easier to say
exactly the right things that draw them in. Do not skimp on your image almost everyone will
tell you that they want to grow sales. Few will tell you specifically how they will achieve it,
what success looks like and what the metrics is that set the boundaries. Certainly, we are
biased that content is a tool for achieving success, but when you take a step back, it is
important to view the big picture so that you can plan and execute with intentionality.

Online marketing has following core objectives:

1. Establish a Presence

2. Build Visibility

3. Generate Sales

4. Increase Revenue

5. Build A Brand

6. Improve Local SEO

Establish a Presence

Remember the old adage, “You only get one chance to make the first impression?”There is
more truth in this than many realize. When building a website or a landing page or your Face
book page, consider the fact that your presence online might be the very first impression that
people have of you. How much more then do you want that impression to be the best? From a
content perspective, the words on the page really have to say something. Bring meaning, and

38
resonate like you live in their closet. When you know your market and whom you serve, it is
easier to say exactly the right things that draw them in. Do not skimp on your image. Invest
like you did on that first date. Remember how upset you got because those five hairs were out
of place and would not get in line? That passion is what is needed to build a great presence.

Visibility

A great presence doesn’t make you visible. People need to know that you are out there. This
often gets neglected. In talking with our friends at EBWAY, we learned that their number one
complaint from their clients is that their website doesn’t do anything. We have heard similar
stories from Matt Weeden MWDWeb and Rob Riggs at YDO.

It is work to get in front of folks. Blogging is a great example. The more blog posts you write
the more indexed pages that Google creates. This really makes you visible. Also, do not
neglect SEO. Yes, it takes a while, but it pays off in building your brand. It’s a must have.
Many people are still trying to figure out how to use Social Media, and the bottom line is that
you simply have to roll up your sleeves and commit.

Sales

Revenue must be there, right? It is amazing how many people do not enter into online
marketing with a plan for growing sales from their efforts. Even establishing goals would be
helpful. Once you set your basic objectives, you can develop a solid plan that includes
criticalmilestones, the timeframes associated with those milestones and how you plan on
achieving itall. This will help control your spend and allow you to throttle up or down your
online marketing efforts.The Internet is a great tool for building that trust, because it has a
wide reach and allows you to directly connect with individuals. Social media is particularly
useful when building a brand, because it allows companies to create and post with a more
personal feel.

Increase Revenues

The primary goal of any marketing strategy is ultimately to increase revenue, and Internet
marketing is no exception. Thankfully, the Internet provides plenty of opportunities for every
business to improve their bottom line.

39
By combining search engine optimization, or SEO, with pay-per-click ads, or PPC, your
company can improve the chances that potential customers find you online. And with
strategies like content marketing and social media marketing, you can position yourself as an
expert in your field who also cares about your clients.

Build A Brand

Internet marketing objectives often include building a brand. This means not only
establishing your logo and company name in the minds of consumers, but also what your
company stands for. Well-known brands are typically trusted more by customers, especially
when paired with positive associations. The Internet is a great tool for building that trust,
because it has a wide reach and allows you to directly connect with individuals. Social
media is particularly useful when building a brand, because it allows companies to create and
post with a more personal feel. Organizations have discovered that this kind of brand-building
can be fostered by the use of social media channels such as Face book, Twitter, Instagram and
Interest. In addition to organic posts on these sites, companies can build brand recognition by
paying for advertisements and placements. This takes patience on the part of the
organizational leaders, because trust and loyalty are developed over many months, and
sometimes years. The key is to stay focused on the results.

Improve Local SEO

Many small businesses, as well as companies focused on increasing sales in specific

geographic region, focus much of their marketing efforts on improving their local SEO. This
means optimizing various elements on their sites in order to attract local customers who are
looking for the services they provide.

Although the number of searches that include both your industry and your town or city is
undoubtedly lower than those that just specify a product or business type, those searches tend
to generate much more qualified traffic. If a user is already looking for businesses where you
are, chances are high that they’ll be willing to come to your physical location.

40
 CHAPTER 7
RESEARCH DESIGN

41
 EXPLORATORY RESEARCH DESIGN
Exploratory research study is also termed as formative research studies. The main purpose of
such study is that of formulating a problem for more precise investigation orof developing a
working hypothesis from an operational point of view. The major emphasis of such studies is
of the developing of discovery of idea and insight.

SAMPLE DESIGN
A Sample Design is a definite plan for obtaining a sample from a given population. It
Refers to the technique to the procedure adopted in selecting items for the sampling
designs are as below:
Types of research study (pending)

SAMPLE SIZE:
The substantial portions of the target customer that are sampled to achieve
reliable result are 100.
Universe
Online Shoppersof India

SAMPLING METHOD:
 Non-probability sampling method : Convience Sampling
SAMPLE TECHNIQUE:
 Percentage analysis

 Tabulation

 Graphical

 Average mean

42
 CHAPTER 8

RESEARCH STUDY

43
 TYPES OF RESEARCH STUDY

The 8 Types of Market Research

Market research can help you solve problems and reduce the risk of making important
business decisions. Discover the 8 types of market research you can conduct to identify and
solve any business challenges.

1. Brand Research

What it is
Brand research helps with creating and managing a company’s brand, or identity. A
company’s brand is the images, narratives, and characteristics people associate withit.

When to use it
Brand research can be used at every stage in a business’s lifecycle, from creation to new
product launches and re-branding. There are at least seven types of brand research:

• Brand advocacy. How many of your customers are willing to recommend yourbrand?

• Brand awareness. Does your target market know who you are and consider you
aserious option?
• Brand loyalty. Are you retaining customers?

• Brand penetration. What is the proportion of your target market using yourbrand?

• Brand perception. What do people think of as your company’s identity

ordifferentiating qualities?

44
• Brand positioning. What is the best way to differentiate your brand from others in the

consumer’s mind and articulate it in a way that resonates?

• Brand value. How much are people willing to pay for an experience with your
brandover another.

45
How it’s done
A researcher will use several types of market research methods to assess your and your
competitors’ strengths and weaknesses. Generally, they will conduct competitorresearch to
get a picture of the overall marketplace. Focus groups and interviews can be used to learn
about their emotions and associations with certain brands.

Market research surveys are useful to determine features and benefits that differentiate you
from competitors. These are then translated into emotionally compelling consumer language.

2. Campaign Effectiveness

“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half” —
John Wanamaker
What it is

46
 This type of market research is designed to evaluate whether your advertisingmessages are
reaching the right people and delivering the desired results. Successful campaign
effectiveness research can help you sell more and reduce customer acquisition costs.
When to use it
If the folks at market research firm Yankelovich, Inc. are correct, people see up to 5,000
advertising messages each day. That means attention is a scarce resource, so campaign
effectiveness research should be used when you need to spend your advertising dollars
effectively.
How it’s done
Campaign effectiveness research depends on which stage of the campaign you useit in
(ideally, it’s all of them!). Quantitative research can be conducted to provide a picture of how
your target market views advertising and address weaknesses in the advertising campaign.

3. Competitive Analysis

What it is
47
Competitive analysis allows you to assess your competitor’s strengths and weaknesses in the
marketplace, providing you with fuel to drive a competitive advantage.
When to use it
No business exists in a vacuum—competitive analysis is an integral part of any business and
market plan. Whether you’re just getting started, moving into a new market, or doing a health
check of your business, a competitive analysis will be invaluable.
How it’s done
A researcher will typically choose a few of your main competitors and analyze things like
their marketing strategy, customer perceptions, revenue or sales volume, and so on.
Secondary sources such as articles, references, and advertising are excellent sources of
competitive information; however,primary research, such as mystery shopping and focus
groupscan offer valuable information on customer service and current consumer opinions.

4. Consumer Insights
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What it is
Consumer insights research does more than tell you about who your customers are and what
they do. It reveals why customers behave in certain ways and helps you leverage that to meet
your business goals.

When to use it
Knowing your customers deeply is integral to creating a strategic marketing plan.This type
of market research can help you anticipate consumer needs, spark innovation, personalize
your marketing, solve business challenges, and more.

How it’s done

Consumer insights research should be specific to your business—it’s about getting to know
your customers and your target market. Various market research methods can be used, such
as interviews, ethnography, survey research, social monitoring, and customer journey
research.

Here are some of the characteristics you should understand through consumerinsights research:

• Purchase habits

• Interests, hobbies, passions

• Personal and professional information

• How they consume media and advertising

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5. Customer Satisfaction Research

What it is
Customer satisfaction research is a type of market research that measures customers’
experiences with products or services, specifically looking at how those meet, exceed, or fail
to live up to their expectations.
When to use it
Customer satisfaction is a strong indicator of customer retention and overall business
performance. Successful customer satisfaction research should help you understand what
your customers like, dislike, and feel needs improvement. You can use this type of market
research to look at quality and design of products; speed and timeliness of delivery; staff and
service reliability, knowledge, friendliness; market price; and value for money.
How it’s done
There are several ways to measure customer satisfaction, most commonly using surveys. Net
Promoter Score surveys can help you measure customer loyalty. Customer Effort
Scoringmeasures how satisfied people are with customer

50
service or problem resolution. CSAT is any survey that measures customer satisfaction,
typically measured using Likert Scale surveys. They can be conductedat different points in
the customer experience, allowing deeper insight into thatmoment.

51
6 .Customer Segmentation Research

What it is
Customer segmentation studies aim to divide markets or customers into smaller groups or
personas with similar characteristics to enable targeted marketing. By understanding how
people in each category behave, you can understand how each influences revenue.

When to use it
As soon as you’re ready to start giving customers individualized experiences. Not every
customer in your target market is the same. The more you understand each specific persona,
the easier it is to focus on delivering personalized marketing, build loyal relations, price
products effectively, and forecast how new products are services will perform in each
segment.

How it’s done

Market researchers use four characteristics to segment customers.

• Demographics. Demographic information such as age, gender, family

status,education, household income, occupation and so on.

• Geography. Where people live, from cities and countries to whether they are
city dwellers or suburbanites.

• Psychographics. Socioeconomic status, class, lifestyle, personality

traits, generation, interests, hobbies, etc.

• Behavior. Brand affinity, consumption and shopping habits, spending, etc.

A researcher will identify your current customers and collect data about them throughvarious
market research methods, such as surveys, database research, website analytics, interviews,
52
and focus groups. The aim is to gather as much information as possible.

53
54
7.Product Development

What it is
Market research for product development involves using customer knowledge to inform the
entire process of creating or improving a product, service, or app, and bringing it to market.

When to use it
Innovation is hard work. A quick Google will tell you that 80 – 95% of new products fail
every year. Conducting market research for product and app development helps minimize the
risk of a new product or change going bust as it enters the market. There are four stages
where you can use market research:

• Conception. The moment you’re thinking about adding something new, market research
can find market opportunities and provide insights into customer challengesor their jobs-to-
be- done, so you can find a way to fill the gap.

• Formation. Once you have an idea, market researchers can help you turn it into a concept
that can be tested. You can learn more about strategizing pricing, testing advertising and
packaging, value proposition, and so on.

• Introduction. Market research can help you gauge attitudes towards the product once it’s in
the market and adapt your messaging as it rolls out.

• Keep making the product better or find opportunities to introduce it to newmarkets.

How it’s done

Product development research will utilize different market research methods, depending on
the goal of the research. A researcher could present focus groups withproduct concepts and
listen to their opinions, conduct interviews to learn more about their pain points or perform
user testing to see how they interact with an app or website.

55
56
8 Usability Testing

What it is
Usability testing is concerned with understanding how customers use your products in real
time. It can involve physical products, like a new blender, or digital products like a website or
app.

When to use it
Usability testing is helpful when you need to detect problems or bugs in earlyprototypes or
beta versions before launching them. It typically costs far less to test a product or service
beforehand than to pull a flawed product off the shelves or lose sales because of poor
functionality.

How it’s done

There are several types of usability tests, which vary based on whether you’retesting a
physical or digital product.

• Journey testing involves observing the customer experience on an app or website and
monitoring how they perform. This type of study can be done online.

• Eye tracking studies monitor where people’s eyes are drawn. Generally, they are conducted
on websites and apps, but can also be done in stores to analyze where people look while
shopping.

• Learnability studies quantify the learning curve over time to see which problems people
encounter after repeating the same task.

• Click tracking follows users’ activity on websites to evaluate the linking structure ofa
website.

• Checklist testing involves giving users tasks to perform and recording or asking them
to review their experience.

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 CHAPTER 9
DATA COLLECTION

58
 DATA COLLECTION

The study was conducted by the means of personal interview with respondents and the
Information given by them were directly recorded on questionnaire. For the purpose
of analyzing the data it is necessary to collect the vital information.

There are two types of data, this are-

 Primary Data

 Secondary data
COLLECTION
TECHNIQUE:
 Primary Data
Questionnaire
method
 Secondary Data

 Books

 Journal

 Website

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CHAPTER 10

Data Analysis

60
 Tools Use For Data Analysis Of Online Marketing
With the increasing internet literacy, the prospect of online marketing is increasing in India
.The consumers indulging in online shopping consider many factors. If companies analyze the
factors affecting consumer behavior towards online shopping and therelationships between
these factors and the type of online buyers, then they can devise effective marketing strategies
to convert potential customers into active ones, while retaining existing online customers.
This project is a part of study, and focuses on factors which online Indian buyers keep in
mind while shopping online.

This research found that information, perceived usefulness, ease of use; perceived enjoyment
and security/privacy are the five dominant factors which influence consumer perceptions of
online purchasing. With the increasing internet literacy, the prospect of online marketing is
increasing in India. The consumers indulging in online shopping consider many factors. If
companies analyze the factors affecting consumer behavior towards online shopping and the
relationships between these factors and the type of online buyers, then they can
deviseeffective marketing strategies to convert potential customers into active ones, while
retaining existing online customers. This project is a part of study, and focuses on factors
which online Indian buyers keep in mind while shopping online.
This research found that information, perceived usefulness, ease of use; perceived enjoyment
and security/privacy are the five dominant factors which influence consumer perceptions of
online purchasing.
The two perspectives that seek application of its knowledge are micro and societal
Perspectives. The micro perspectives involve understanding consumer for the purpose of
helping afirm or organization to achieve its objectives. The people involved in this field try
to understand consumers in order to be more effective at their tasks. Whereas the societal or
macro perspective applies knowledge of consumers to aggregate- level faced by mass soar
society as a whole. The behavior of consumer has significant influence on the quality and
level of the standard of living.
Throughout the project we will see that how Kemrock Industries and Online Shopping Study
consumer behavior. How they approach in the new market, what are the problems faced by
them while accepting local culture and customs, how they compete with the local competitors
how they respond to the customers’ behavior towards their products and services. I have

61
developed a survey indicating online shopping behavior and acceptance among customers
in India.
Online Shopping In India:
It is a fact that a great online shopping revolution is expected in India in the coming
Years. There is a huge purchasing power of a youth population aged 18-40 in the
urban Area.
If we observe the growth of Internet Subscribers from the above graph, it is getting doubled
year by year. The usage of internet in India is only 4% of the total population. This is also
getting increased day by day as the costs of computers are decreasing and net penetr action is
increasing. The micro perspectives involve understanding consumer for the purpose of
helping firm or organization to achieve its objectives. The people involved in this field try to
understand consumers in order to be more effective at their tasks. The cost of internet usageis
also getting lower, with good competition among the providers. Wi-Fi &Wimax system
hasalso started in India. According to Miyazaki and Fernandez (2015), perceived risk affected
consumer online purchasing behavior negatively. They also found that Internet experience is
negatively related to the existence of concerns regarding the privacy and security of online
purchase and the perceived risks of conducting online purchases.
The behavior of consumer has significant influence on the quality and level of the standard of
living. Throughout the project we will see that how Kemrock Industries and Online Shopping
Study consumer behavior.

62
Factors That Boost Online Shopping in India:
Rapid growth of cybercafés across India access to Information the increase in number of
Computer users reach to net services through broadband middle-class population with
Spending power is growing. There are about 200 million of middle- class population
good spending powers. These people have very little time to spend for shopping. Many of
them have started to depend on internet to satisfy their shopping desires.

Factor Influencing Online Shopping Behavior:

There are a lot of researches about online shopping. Most studies intended to investigate
factors affecting consumers' purchasing behavior on the Web. Swaminathan,Lepkowska-
White, and Rao (2014) referred vendor characteristics, security of transactions, content for
privacy, and customer characteristics as factors influencing electronic exchange.
Wolfinbarger and Gilly suggested that consumers purchase and shop online with both
reasons: goal-oriented and experience-oriented. According to Miyazaki and Fernandez
(2015), perceived risk affected consumer online purchasing behavior negatively. They also
found that Internet experience is negatively related to the existence of concerns regarding the
privacy and security of online purchase and the perceived risks of conducting online
purchases. Donthu and Garcia (2015) proposed that risk aversion, innovativeness, brand
consciousness, price consciousness, importance of convenience, variety-seeking propensity,
impulsiveness, attitude toward adverting, attitude toward shopping, and attitude toward
directmarketing would influence online shopping behavior and found that among them, age,

63
income, importance of convenience, innovativeness, risk aversion, impulsiveness, variety-
seeking propensity, attitude toward direct marketing, and attitude toward advertising were
factors influencing online shopping behavior. Li, Kuo, and Russell (2015) found that
"Consumers who make online purchase perceive the Web to have higher utilities in
communication, distribution, and accessibility than those who do not make online
purchases, and frequent online purchases perceive higher utility than occasional online
purchasers" and "Consumers who make online purchases consider themselves more
knowledgeable about the Web as a channel than those who do not make online purchases,
and frequent online buyers consider themselves more knowledgeable than occasional online
buyers." According to Jarvenpaa, Tractinsky, and Vitale (2016), perceived size, perceived
reputation, trust in store, attitude, and risk perception would be factors affecting online
purchasing behavior.
Considering the prior studies, this study selected several factors below in order
toexplain what influences consumer online purchasing behavior.

- Demographics (Age, Income, Gender, and Education)

- Perceived Risk

- The Reputation of Retailers

- Consumer Orientations (Convenience-oriented and Experience-oriented)

- Price

Consumer choice behavior in online and traditional supermarkets:

The effects of brand name, price, and other search attributes Are brand names more valuable
online or in traditional supermarkets? Does the increasing availability of comparative price
information online make consumers more price-sensitive? We address these and related
questions by first conceptualizing how different store environments (online and traditional
stores) can differentially affect consumer choices. We use the liquid detergent, soft
margarine spread, and paper towel categories to test our hypotheses. Our hypotheses and the
empirical results from our choice models indicate that: (1) Brand names become more
important online in some categories but not in others depending on the extent of information
available to and Consumer’s brand names are more valuable when information on fewer
attributes is alsomade
Available online. Sensory search attributes particularly visual cues about the product to be
in (e.g., paper towel design), have lower impact on choices online, and factual information
64
also

65
(i.e., non-sensory attributes, such as the fat content of margarine) have higher impacton
choices online. (3) Price sensitivity is higher online, but this is due to online promotionsbeing
stronger signals of price discounts. The combined effect of price and promotion on choice is
weaker online than offline.

Analysis Objective

 To find out the factors affecting the online shopping behavior.

 To study the behavior of online shopping

 To study the factor important while using the Online shopping.

 To study the Satisfaction level of Online shopper.

Research design specifies the methods and procedures for conducting a particular study.The
main purpose of such study is that of formulating a problem for more precise investigation or
of developing a working hypothesis from an operational point of view. A research design is
the arrangement of conditions for collection and analysis of thedata in a manner that aims to
combine relevance to the research purpose with economy in procedure. Research design is
broadly classified into three types as

 Exploratory Research Design

 Descriptive Research Design

 Causal Research Design

I have chosen the exploratory research design.

66
 CHAPTER 11
Data Analysis And Interpretation

67
 DATA ANALYSIS AND INTERPRETATION
1. Last time made a purchase over the internet.The study was conducted by the means of
personal interview with respondents and the information given by them were directly
recorded on questionnaire.For the purpose of analyzing the data it is necessary to collect the
vital information.

Interpretation
According to survey Last time made a purchase over the
internet 9 respondent says that
last week,17 says last 15days,34says last month and 40 says last year. Items have you
purchase on the internet.The study was conducted by the means of personal interview with
respondents and the information given by them were directly recorded on questionnaire. For
the purpose of analyzing the data it is necessary to collect the vital information.

68
Interpretation
According to survey 80% respondent has purchased ticket while 8% preferred clothing.
Other like Books 10%, Video games 25%, electronic equipment18%Computer&
software12% and music 20%.

3. Mode of payment

69
Interpretation
According to survey 27 respondents make payment through Credit cards, 10 Debit cards,
8 Online Bank transfer and 55 online cash payment out of 100.

Factor affecting online shopping:

4. Information about product and Services

Average Score of respondent = (10*1+16*2+3*18+4*24+5*32)/100=352/100=3.52

Interpretation
According to all score, it can be interpreted that information about product and service is
a Important factor while using online shopping.

5. Time saving

70
Average Score of respondent = 350/100 =3.50(same as early calculate)

Interpretation
According to this score, it can be interpreted that time saving can be consider as an important
factor while using online shopping. The study was conducted by the means of personal
interview with respondents and the
Information given by them was directly recorded on questionnaire. For the purpose of
analyzing the data it is necessary to collect the vital information.
6. Convenience

71
Interpretation
BumAccording to this score, it can be interpreted that convenience in online shopping is an
importantfactor.The study was conducted by the means of personal interview with
respondents and the information given by them were directly recorded on
questionnaire.For the purpose of analyzing the data it is necessary to collect the vital
information.

6. Delivery time and mode of payment

72
Interpretation
According to this score, it can be interpreted that Delivery time And mode of payment
in online shopping is an important factor

73
 CHAPTER 12
FINDING AND DISCUSSION

74
 Presentation of the Findings and discussion
The main research question that guided the study was as follows: How can
small business owners develop and implement a successful Internet marketing
strategy? I used semi- structured interviews to gain an understanding of how
small business owners developed and implemented an Internet marketing
strategy. In addition to semi-structured interviews,I reviewed companies’ online
marketing presence such as social media pages, company website and search
engine rankings. I also evaluated their online marketing materials suchas ads
and email templates as well as web analytics. I scheduled the 62 interviews
inparticipants’ places of business in a private meeting room. Interviews lasted
approximately 60 minutes. Following the compilation and analysis of data
collected through semi- structured interviews and a review of company
documents, five themes emerged. The five main themes encompassed, (a)
unstructured planning, (b) limited Internet marketing knowledge and expertise,
(c) use of Internet marketing channels and tools, (d) lack ofsystematic approach
to the management of Internet marketing, and (e) inadequate measurement of
Internet marketing efforts. I will provide an overview of each case before
describing the five themes. Each small business evaluated in this study operated
in a different industry, had varied Internet marketing goals, and possessed
distinct resources. The case overviews include description of the business,
owner’s experience, target audience, Internet marketinggoal, marketing
budget, channel mix, management of online
marketing, Internet marketing tools, and Internet marketing performance. The
conceptual framework of this research project was RBV. RBV helps to
understand how firms leverage their investments in online marketing to develop
capabilities that are valued, rare, inimitable and non-substitutable (Barney,
1991). Internet marketing capabilities and resources can provide a competitive
advantage to the firm and positively influence the firm’s performance. I will
discuss the findings as they relate to the conceptual framework and the
75
presentation of the emergent themes.

76
CHAPTER 13

CONCLUSION

77
 CONCLUSION

 The most preferred product of online buying is travelling tickets and clothing remains
the least preferred choice of online shoppers.

 Among the payment options, Payment on delivery through cash in the safest choice of
payment, while credit card are next preferred choice, online bank transfer is least
preference choice.

 Online shoppers seek for clear information about product and service, timesaving,
convenience, security and delivery on time are all important factor for online
shopping. The offers with punch lines “Attractive offers” do not attract online
shoppers.

 Most of the consumers who have experienced online shopping are very satisfi

LIMITATIONS AND SUGGESTIONS

 Consumers should be educated on online shopping procedures with proper stepsto

be following while online shopping.

 Transactions should be safe and proper security should be assured to the

people making online purchases.

 Government should play a pivotal role in encouraging online shopping

 E-marketers must give a thought to secure, time saving, information about

product and services factors when they design there online product strategy.

78
 The study highlights that convenience, accessibility, scope, attraction, reliability,
experience and clarity are the important factors considered by the online shopper.

 Usage of internet includes the consumer’s purchase of product as well as theconsumer

intention to secure for product related information while experiencing the new
technology.

 Banking should promote Debit card, Credit card facility in online shopping.

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 CHAPTER 14

IMPICATION OF THE STUDY

80
 IMPICATION OF THE STUDY

Hypothesis of study

In this highly competitive world, it is not only the quality of the product or service but also
effective utilization of online marketing channels is very important. To satisfy the growing
demands of consumers, to increase sales, retain existing customers through online marketing,
following Digital strategies and consultancy services plays major role :

Display advertising:

Display advertising conveys its advertising message visually using text, logos, animations,
videos, photographs, or other graphics. Display advertisers frequently target users with
particular traits to increase the ads' effect.
Web banner advertising:

Web banners or banner ads typically are graphical ads displayed within a web page. Banner
ads can use rich media to incorporate video, audio, animations, buttons, forms, or other
interactive elements using Java applets, HTML5, Adobe Flash, and other programs.Search
Engine Optimization, or SEO, attempts to improve a website's organic search rankings in
SERPs by increasing the website content's relevance to search terms. Search engines regularly
update their algorithms to penalize poor quality sites that try to game their rankings,making
optimization a moving target for advertisers. Many vendors offer SEO services.

Frame ad (traditional banner) :

Frame ads were the first form of web banners. The colloquial usage of "banner ads" often
refers to traditional frame ads. Website publishers incorporate frame ads by setting aside a
particular space on the web page.
Pop-ups/pop-under:

A pop-up ad is displayed in a new web browser window that opens above a website visitor's
initial browser window. A pop-under ad opens a new browser window under a website
visitor's initial browser window.

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Floating ad:

A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed
over the requested website's content. Floating ads may disappear or become less obtrusive
after a preset time period.

Expanding ad:

An expanding ad is a rich media frame ad that changes dimensions upon a predefined

condition, such as a preset amount of time a visitor spends on a webpage, the user's click on
the ad, or the user's mouse movement over the ad Expanding ads allows advertisers to fit
more information into a restricted ad space. The study was conducted by the means of
personal interview with respondents and the information given by they were directly
recordedon questionnaire. For the purpose of analyzing the data it is necessary to collect the
vital information

Interstitial ad:

An interstitial ad displays before a user can access requested content, sometimes while the
user is waiting for the content to load. Interstitial ads are a form of interruption marketing.

Text ads:

A text ad displays text-based hyperlinks. Text-based ads may display separately from a web
page's primary content, or they can be embedded by hyper linking individual words orphrases
to advertiser's websites. Text ads may also be delivered through email marketing or text
message marketing. or the user's mouse movement over the ad Expanding ads allow
advertisers to fit more information into a restricted ad space.

Search Engine Marketing (SEM):

Search Engine Marketing, or SEM, is designed to increase a website's visibility in search engine
results pages (SERPs). Search engines provide sponsored results and organic (non- sponsored) results
based on a web searcher's query. Search engines often employ visual cues to differentiate sponsored
results from organic results. Search engine marketing includes all of an advertiser's actions to make
a website's listing more prominent for topical keywords.

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Search Engine Optimization (SEO):

Search Engine Optimization, or SEO, attempts to improve a website's organic search rankings
in SERPs by increasing the website content's relevance to search terms. Search engines
regularly update their algorithms to penalize poor quality sites that try to game their rankings,
making optimization a moving target for advertisers. Many vendors offer SEO services.

Sponsored search:

Sponsored search (also called sponsored links or search ads) allows advertisers to be included
in the sponsored results of a search for selected keywords. Search ads are often sold via real-
time auctions, where advertisers bid on keywords. The study was conducted by the means of
personal interview with respondents and the information given by them were directly
recorded on questionnaire. For the purpose of analyzing the data it is necessary to collect the
vital information.
Mobile Advertising:

Mobile advertising is ad copy delivered through wireless mobile devices such as smartphones,
feature phones, or tablet computers. Mobile advertising may take the form of static orrich
media display ads, SMS (Short Message Service) or MMS (Multimedia Messaging Service)
ads, mobile search ads, advertising within mobile websites, or ads within mobile applications
or games (such as interstitial ads, “averaging,” or application sponsorship). Search Engine
Optimization, or SEO, attempts to improve a website's organic search rankings in SERPs by
increasing the website content's relevance to search terms. Search engines regularly update
their algorithms to penalize poor quality sites that try to game their rankings, making
optimization a moving target for advertisers. Many vendors offer SEO services.

Email Advertising:

Email advertising is ad copy comprising an entire email or a portion of an email message.

Email marketing may be unsolicited, in which case the sender may give the recipient an
option to opt- out of future emails, or it may be sent with the recipient's prior consent (opt-in).
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Benefits of Online marketing:

Internet gives you a wide access of your potential customers. It has been estimated that a
couple of billion people around the world use the Internet, and more are becoming aware of
Internet with each passing day. So, marketing your business to such a large group of people
is only possible through Internet

Internet is the only medium that is able to cross geographic and national boundaries.

The cost of promoting your business on the Internet is cheaper than other mediums of
marketing. This makes it easy for small and mid-sized businesses to advertise their
products.

Internet allows the ability to stay connected with customers on a real-time basis. If any
discount going on, then it is easier to send an email to customers and they can buythe
product instantly. Internet also allows to send multiple messages at the same time,
which saves the tedious task of sending a newsletter to every client.

Internet marketing facilitates an instant feedback from the customers. Customers

can share about their experience after using the product.

Internet marketing saves a lot of time and effort. Instead of having a customer service
representative to answer the queries of customers, one can put all the information
about the product or service on the Internet so that customers can go through it. The
most common way of doing it is to have a section dedicated to frequently asked
questions (FAQs) about the product so that customers get all the required information
about the product or the service.

Internet marketing allows your business to be available 24/7, which means

increased sales and profits.

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85
 Data Collection:

Data collection means to a purposive gathering of information relevant to the subject matter
of the study from the units under research. Primary data are empirical observations gather by the
researcher or his associates for the first time for any research and used by them in statistical analysis.
There are several methods of collecting primary data particularly in descriptive researches.

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 Telephone enquiries

Postal/mail questionnaire

Personal interviewing

Panel research

Special survey techniques

Telephonic inquiries and mailing questionnaires are the best’s method for gathering
quickly needed information at the cheapest way.
Secondary Data:

Secondary Data is the data collected by others in the past and used by others. It may
be either being published or unpublished data. It includes the following:
1. Various publications of central, state and local governments.

2. Various publications of foreign governments or international bodies.

3. Technical and trade journals

4. Books, magazines, and new paper.

5. Reports prepared by research scholars, university economists etc.

Below section describes the World’s leading E-commerce /online

shop platform :

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AlibabaGroup:

Alibaba Group Holding Limited is a Chinese e-commerce company that provides consumer-
to-consumer, business-to-consumer and business-to-business sales services via web portals. It
also provides electronic payment services, a shopping search engine and data-centric cloud
computing services.

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Alibaba has been the most dominant retailer in the world, generating more gross merchandise
volume (GMV) than Amazon.com and eBay combined. Its online sales & profits surpassedall
US retailers (including Wal-Mart, Amazon and eBay) combined in 2015.[9] It has been
expanding into media and entertainment industry, with revenues rising 3-digit percents year
on year.

Alibaba Global Online Retail Portal

Amazon:Amazon.com, also called Amazon, is an American electronic commerce and

cloud computing company that was founded on July 5, 1994, by Jeff Bezos and is based in
Seattle, Washington. It is the largest Internet-based retailer in the world by total sales and
market capitalization. Amazon.com started as an online bookstore, later diversifying to sell
DVDs, Blue-rays, CDs, video downloads/streaming, MP3 downloads/streaming, audio book
downloads/streaming, software, video games, electronics, apparel, furniture, food, toys, and
jewelry. The company also produces consumer electronics—notably, Kindle e-readers, Fire
tablets, Fire TV, and Echo—and is the world's largest provider of cloud infrastructure
services (IaaS and PaaS).Amazon also sells certain low-end products like USB cables under
its in-house brand AmazonBasics.Amazon has separate retail websites for the United States,
the United Kingdom and Ireland, France, Canada, Germany, Italy, Spain, Netherlands,
Australia, Brazil, Japan, China, India, and Mexico. Amazon also offers international shipping
to certain other countries for some of its products. In 2016, Dutch, Polish, and Turkish
language versions of the German Amazon website were launched

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 Amazon.com

Ebay
EBay Inc. is a multinational e-commerce corporation, facilitating online consumer-to-
consumer and business-to-consumer sales. It is headquartered in San Jose, California. eBay
was founded by Pierre Omidyar in 1995, and became a notable success story of the dot-com
bubble

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Above are the great examples of an efficient marketing of products digitally.

Today it is a multibillion-dollar business with operations in about 30 countries .The company

manages eBay.com, an online auction and shopping website in which people and businesses
buy and sell a broad variety of goods and services worldwide

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 CHAPTER 15
LIMITATIONS OF RESEARCH

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 LIMITATIONS OF RESEARCH

 People were not ready to fill in the questionnaire

 Many of the surveyed people did not reply all the questions.

 The time period given for study was very limited.

 The sample size was very small which is may not represent the entire population

 of Indian women.

 Many of the people did not even know the working of a computer

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CHAPTER 16
REFFERENC
E

94
 REFFERENCE

A) BIBLIOGRAPHY:

Book: The Art of Digital Marketing by IAN

DODSON Book: Digital Marketing by VANDANA

AHUJA

WILLIAM G. ZIKMUND,(Business research method) , published by

THOMSON, SOUTH WESTERN, 2006 , 5TH EDITION.
S.A. CHUNAWALA , (Foundation of advertising), Himalaya publishing house ,
2008 7th edition
The Michael Jordan phenomena, journal of advertising research. Indian
streams research journal- Dr. G.l.pedhiwal.

B) WEBLIOGRAPH
Y www.wikipedia.com
www.techopedia.com,
www.webopedia.com

www.flipkart .com
www.facebook.co
m
www.snapdeal.com
www.naaptol.com

www.limeroad.com

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CHAPTER 17

APPENDIX

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 APPENDIX

RESEARCH QUESTIONNAIRE

Respondent’s details

Name: (optional)

Gender: Male ( ) Female

( ) Occupation:
Student ( )
Service ( )
Self employed ( )

Age: Between 18 to 25
( ) Between 25 to 35 ( )
Between 35 to 45 ( )

Contact detail ;

(optional) (Please tick √ in the box besides option/s matching

your response)

Q1.Which of these websites have you already used or

visited? (Several answers possible)
*For the Respondent - The different possible answer choices are presented in
random order.
Amazo
n eBay
ebuyer
I have never used or visited any of these websites

*Filter forwarding to the associated page :

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If the respondent has never used or visited Amazon, the respondent is forwarded
to the conclusion
*Next step for the respondent : Next Page

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2. Page 1

Back to summary

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This short survey looks at a number of questions which are mainly related to
people's online shopping experiences. Please complete it in full for your submission
to be valid.
Q2.Where do you mostly use the Internet?

At
home
At work
Other, please specify:

Q3.What is your main purpose for using the Internet?

Shopping
Work
Educatio
n Hobby
Q4.How much do you spend on average for Retail shopping per month in GBP
(High Street / Malls etc)?
£0 - £30

£30 - £90

£90 - £120

£120 +

*Next step for the respondent : Next Page

3. Page 2

Back to summary

Q5.How much do you spend on Online shopping per month in GBP

(Website Shopping)?
I never buy online

£0 - £30

£30 – 90

£90 - £120

£120 +

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*Filter forwarding to the associated page :

If the respondent never buys online, the respondent is forwarded to page 4

*Next step for the respondent : Page 5

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4. Page 3

Back to summary

Q6.What is the reason you have never bought online?

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*Next step for the respondent : Next Page

5. Page 4

Back to summary

Q7.How would you rate your Internet connection?

Bad
Goo
d
Very
good
Excellent
Q8.What type of Internet Connection do you use?

Broadband
Dial-up
Mobile
devices
Other, please specify:

Q9.What is your favourite E-commerce website? and Why?

Q10.How often do you visit www.amazon.co.uk?

Daily
Weekly
Monthly
Annuall
y

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