FACULTY OF COMMERCE AND MANAGEMENT STUDIES

DEPARTMENT OF MANAGEMENT STUDIES

PROJECT SUBMITTED
BY
LINDA ADWOA SAKYIWAAH AGYEI
MBA 1ST SEMESTER
ROLL NO 14
OUTLINE OF PRESENTATION
 INTRODUCTION
BACKGROUND OF THE STUDY
 Over the past decade, electronic marketing practices have taken the world by
storm.
 The use of electronic marketing has been adopted all over the world and in all
aspects of human lifestyle, be it work, education, and leisure among others.
 Experts observe that the present trend in electronic marketing is a change that
most consumers must embrace. This is because businesses in this modern era
are changing the trend from the traditional marketing (which is very expensive
and time consuming) to E- marketing.
 Product, services, adverts and many others are now being done online and it
very necessary consumers adapt to this new innovation.
 In this view, the research undertaken will help students in India to know the
practical benefits of electronic marketing and how necessary it is in this era.
 BACKGROUND CONTI………..
 According to Taylor (2002) about 80% of the advance countries have already adopted
the use electronic marketing, making it easier for them to buy and sell products online
while more than 50% of U.S net users regularly buy online. Forrester Research Inc,
(2004).
 In Europe, online marketing usage as at 2015 stood at 77.6%, in America it covers
about 66.0%. 37.0% in the Arab states, but in Asia, the situation is different, online
marketing usage covers only 36 %, the Asia Cardinal divisions usage of e- marketing
depicts that East, southeast and Central Asia are even more advanced than South Asia
and India is not an exception.
 However some researchers also attested to the fact that electronic marketing possess
some threats. In terms of security reasons which includes fraud and privacy issues.
 Even though many of the advance economies are adopting the use of electronic
marketing, in Asia, especially India, it is not being utilized to its full potential due to
certain barriers that constraints its use.
 It is based on this reasons that the research was conducted to find out the factors that
constraints the use of electronic marketing among students in India.
PROBLEM STATEMENT
 Electronic Marketing over the years has undergone great improvement and has
contributed greatly to the success of many organizations and to online shoppers.
 E-Marketing is easier to use, very affordable, less time consuming, convenient and
very economical as compared to Traditional Marketing (Parasuraman 2010).
 Findings of Singh (2002) shows that customers are reluctant to use E- marketing due
to insufficient knowledge and limited trust in the use of credit cards as well as the
issue of delivery of online purchases.
 Leidecker (1998) found out that most developing countries do not use E-Marketing
due to high development cost and also lack the understanding of how E-Marketing
can enhance their Business performance and sustainability.
 It is based on this assumption that the research was conducted with intentions to
find out the barriers that constraints the use of electronic marketing among students
in India.
OBJECTIVE OF THE STUDY

Based on the claim that most students in India are not adopting the use of
electronic marketing as much as the advance countries are doing, this study
aims;

• To identify the security factors that constraint the use of electronic

marketing among students in India.
• To know the resources constraints to the use of electronic marketing
among students in India.
• To examine the delivery of online purchases as a factor that constraints
the use of electronic marketing in India.
RESEARCH QUESTIONS

The research seeks to provide answers to the following questions;

• What security factors constrain the use of electronic marketing in India?

• What are the resource constraints to the use of electronic marketing in
India?
• How does delivery of online purchases as a factor constraint the use of
electronic marketing in India?
 SIGNIFICANCE OF THE STUDY
 Even though electronic marketing through time has undergone great
improvement which enhances the marketing task by making it easier,
faster and less expensive,
 most students in India and the world as a whole have refused to adapt its
use due to certain factors and have resigned themselves to the use of the
traditional buying methods which are time consuming and very expensive.

 This study will go a long way to contribute to the information written about
electronic marketing in various parts of the world and also to inform
students in India of the factors that hinder them from using electronic
marketing channels as well as the importance of them adopting its usage.
 SCOPE OF THE STUDY
 For the purpose of this study, the subject matter are the factors that
constraints the use of electronic marketing in India.
 The study will be limited to Undergraduate BBA students in PDM University
only.

ORGANIZATION OF THE STUDY

The research will be divided into five chapters.
 Chapter one includes:
 background
problem statement
 objectives of the study
research questions
significance of the study
scope and organization of the study.
 ORGANIZATION OF
 Chapter two - review of relevant literature
THE STUDY CONT…………
 Chapter three present :
 research methodology
 the study area
 study design
 sources of data
 target population
 sample size
 sampling procedure
 data collection techniques.

 Chapter four deal with:

 data presentation and analysis
 Chapter five
 take care of the summary of findings
 conclusions
 recommendation of the study.
THE 7C’S MODEL
 The 7 C’s model was developed
by Kotler in 2013.
 It is more customer/consumer
driven and is a replacement of
the 7 P’s.
 These C’s also explain
somethings the customer looks
out for when using internet
marketing.
The C’s include;
Consumers; marketer focus more on customer satisfaction. The product is designed and produced keeping the
consideration the requirements of customers.

Cost; cost to choose the product, change the product and cost of not choosing the competitors product

 Communication; communication that can be used for proper, timely and accurate communication between
marketer and consumers

 Convenience; it focuses on ease of buying, convenience in reaching to the store/product and convenience in getting
product information.

 Consideration; customers are looking for people who can provide expert advice and who are available and
accessible. In order to have some good experience customers must feel involvement, be given information and be
treated seriously by organizational personnel (Otto & Ritchie, 1996).

 Confirmation; Physical evidence provides confirmation of the claims made by marketers. Customers now look to
other sources for reassurance. Therefore, organization now need to think beyond their own self-generated symbols
of confirmation and consider the “endorsement” of their offering by other customers and experts

 Co-ordination; Here the marketing mix is not deployed simply to help the customer put up with the organization’s
processes but to provide the customer with something that is in itself worth experiencing that is enjoyable to the
customer.
RESEARCH METHODOLOGY
RESEARCH DESIGN
 Descriptive survey design - to assess the factors that constraints the
use of electronic marketing among students in India.
 Cross Sectional Design - because it focused on a particular
phenomenon at a specific period of time.
 Quantitative study - Undergraduate BBA Students of the PDM
University, Haryana.

STUDY POPULATION
This study concentrated on Undergraduate BBA students of the PDM
University, Haryana as its target population.
 METODOLOGY CONTI……………
SAMPLING
• To ensure fair representation of the target population, non-probability
sampling technique (Judgmental sampling) was used to select the
respondents.
• This enables the researchers to select respondents based on their
personal judgment.
• The sample size used was 100Undergraduate BBA Students.

INSTRUMENT
• close ended questionnaires.
• A five point Likert scale was used.
 METHODOLOGY CONTI…………..
PROCEDURE AND TIME FRAME
The result of the study was organized in two parts,
descriptive ;
The descriptive statistics involves mean, percentages and standard
deviation measures
 inferential statistics;
Inferential statistics dealt with the regression analysis.

DATA ANALYSIS
The data analysis tool used was the Statistical Package for Social Science
(SPSS 2010).