INDEX

PAGE
CHAPTER TOPICS
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
Tools Use For Data Analysis of
CHAPTER 10
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
 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 if they 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 people used 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 once again challenged
the traditional forms of advertising.Advertisers are trying to use the 'net'to advertise 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.
CHAPTER 1

INTRODUCTION
 INTRODUCTION
Online marketing also known as digital marketing,web marketing,and internetmarketing or e-marketing is
the marketing of products or services over the Internet.Internet marketing is 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 business at present strongly depends on Internet marketing.Below gives a graphical view of how

online marketing can effectively be planned .

Invite
A
Link To Fans/Followers
Social Media Use
Post Apps Invite
Blogger Subscribers
Recommend

Marketing
On Provide
Internet Quality Content
SEO

Regular Updates
On Page Content
Win!
Provide
Advertising
Exclusive Offers Run A Contest
For Fans On
Social Media Post

There are many sources of online marketing or Digital Marketing as described below:
Web Marketing:
Web marketing includes Web sites,Affiliated marketing Web sites,promotional or informative Web
sites,online advertising on search engines,and organic search engine results via Search
Engine Optimization (SEO).Internet marketing is 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

Broadcast Web Print

Ads
Media Ads Your Website
Social Media Sites

web marketing Business Cards

Bloas

Teieseminars/
Webinars

Articles

Videos Email Drect Mai

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.

 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
 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
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.

social media: b2c.

content engagemen

comm
brand
reddt
engagement

… …

online
offline

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.
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.

a ‫ﮪ‬f
CHAPTER 2

REVIEW OF LITERATURE
 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 pioneering
aspects,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

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

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
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%.Maybe you'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
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 marketing media and online
shopping organization had proved themselves as a major source.Customers are 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 way
to communicate with digital world.
CHAPTER 3
PROBLEM STATEMENT
 PROBLEM STATEMENT
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.

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 our fast-paced lives.The challenge of
web-based companies is to unite these two factors and reassure new clients that safety
precautions are available to make online transactions secure.Educate your clients about ways
they can protect themselves as 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 of low
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 vying for the
judges'attention -but in this case the judges are potential clients.For every service you
offer,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's attention.

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 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
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,and are 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 simple as 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.
СНАРТЕР 4

RATIONAL OF STUDY
 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

PRICE

PLACE PROMOTION

7'P's
PROCES5 MARKETING
MIX
PHYSICAL
EVIDENCE

PRODUCT PEOPL
7P'S Of Internet Marketing are as described below.-
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.

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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.

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

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4.Promotion:
Promotion is extremely necessary to entice the customer to its website,as there are curently more
than one billion web pages.Promoting a website includes both online and ofine strategies.Online
strategies include scarch engine optimization,banner ads,muliple points of entry,viral
marketing,strategic partnership and affiliate marketing.Presently,the eyberspace 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 hat 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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Online Media
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. Shop with Confidence
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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.
 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 goods
the 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.
 Using the Internet to vary the marketing mix

Product Promotion Price Place Peope Proees Physical evidence

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Channel ·Desir Produd
·Mix promotion on
methods number features packaging
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Customer *Branding vaue charnels ·Recratment and axpanenCe
BeIICE ·Drect added ·Cure/ developmer
·Use markeling elements mape
cccasicn Tanng
·Avaiubiliy and skig
·Warranties ·Remureration

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.

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 customer service.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
CHAPTER 5

RESEARCH AND METHODOLOGY

 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

· 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
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 findings and
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 areevident 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:

CHAPTER 6

OBJECTIVES TO ONLINE
MARKETING
 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.

I SLE NIGEA
VIS I ITY AU ES
RESULTS

GENERATE CONVERSATION

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
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 critical
milestones,the timeframes associated with those milestones and how you plan on achieving it
all.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.
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 SEQ.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.
CHAPTER 7

RESEARCH DESIGN
 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
CHAPTER 8

RESEARCH STUDY
 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
brandis the images,narratives,and characteristics people associate with it.

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 your brand?

·Brand awareness.Does your target market know who you are and consider you a
serious option?

·Brand loyalty.Are you retaining customers?

·Brand penetration.What is the proportion of your target market using your brand?

·Brand perception.What do people think of as your company's identity or differentiating

qualities?

·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 brand over
another?
How it's done

A researcher will use several types of market research methods to assess your and
yourcompetitors'strengths and weaknesses.Generally,they will conduct competitor research 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
This type of market research is designed to evaluate whether your advertising messages 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 use
it 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

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
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 don e

C o ns umer 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 consumer insights
research:
·Purchase habits
·Interests,hobbies,passions
·Personal and professional information
·How they consume media and adverti
 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

service or problem resolution.CSAT is any survey that measures customer satisfaction,typically

measured using Likert Scale surveys.They can be conducted at different points in the
customer experience,allowing deeper insight into that moment.
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

·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 through various
market research methods,such as surveys,database research,website analytics,interviews,and
focus groups.The aim is to gather as much information as
possible.
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 challenges or 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 new markets.

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 with product
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.
8.Usability Testing

Wh at i t 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 t o use it
Us a bility testing is helpful when you need to detect problems or bugs in early
prototypes 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

Ther e are sev eral types of usability tests,which vary based on whether you're
testing 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 of a

website.

·Checklist testing involves giving users tasks to perform and recording or asking them
to review their experience.
СНАРТЕР 9
DATA COLLECTION
 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
СНАРТЕР 10

DATA ANALVSIS
 Tools Use For Data Analysis Of Online Marketing

With the increasing internet literacy,the prospect of online marketing is increasing in

India.Theconsumers 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 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 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.

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
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 usage is
also getting lower,with good competition among the providers.Wi-Fi&Wimax system has also
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.

Rising Connectivity
Year Broadband Internet
Subscribers Subscribers (in
million) (in million)
*07-Mar 2.28 9.2
08-Mar 3.87 11.04

09-Mar 6.22 13.6

·09-Jun 6.47 14.39

·09-Aug 6.81
Source:DoT
Factors That Boost Online Shopping in India:

Rapid growth of cybercafes 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 direct marketing would influence online shopping behavior and found that among
them,age,
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'sbrand names are more valuable when information on fewer attributes is also made
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 also

(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 promotions being 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.

СНАРТЕР 11

DATA ANALYSIS AND

INTERPRETATION
 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.

Last week 9

Last 15 days 17

last month 34

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.
 Video/DVD's/Games 25 25%

Electronics equlpment 18 18%

Computer hardware/ 12 12%

software
Clothing 8 8%

Music 22 22%

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

Credit cards 27

Debit cards 10

Online Bank transfer 8

Cash on delivery 55
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

Rating 1 2 3 4 5

Respondent 10 16 18 24 32

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

Rating 1 2 3 4 5
Respondent 12 8 28 22 30

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

Rating 1 2 3 4 5

Respondent 8 17 16 26 33

Average Score of respondent =(8*1+17*2+16*3+26*4+33*5)/100=359/100=3

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

Rating 1 2 3 4 5

Respondent 7 13 25 22 33

Average Score of respondent =(7*1+13*2+25*3+22*4+33*5)/100=361/100=3.61

Interpretation
According to this score,it can be interpreted that Delivery time And mode of payment in

online shopping is an important factor

СНАРТЕР 12
FINDING AND DISCUSSION
 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 revlewed
companies'online marketIing presence such as soclal medla pages,company website and search
engine rankings.I also evaluated their online marketing materials such as ads and email templates
as well as web analytics.I scheduled the 62 interviews in partlcipants'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 of systematic 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 descrlptlon of the business,owner's experience,target
audience,Internet marketing goal,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 flndings as
they relate to the conceptual framework
and the presentation of the emergent themes.
СНАРТЕР 13

CONCLUSION
 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 satisfied.
 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.

· 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

CHAPTER 14

IMPTCATTON OF THF

STUDY
 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.

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 recorded on
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 or phrases 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.

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 smart
phones,feature phones,or tablet computers.Mobile advertising may take the form of static or rich
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).

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 buy
the 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.
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 gathered
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.

· 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 lonline shop
platform;

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.

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 surpassed all 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.

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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 (laaS 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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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.

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
СНАРТЕР 15

LIMITATIONS OF RESEARCH
 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
СНАРТЕР 16

REFFERENCE
 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.I.pedhiwal.

B)WEBLIOGRAPHY

www.wikipedia.com

www.techopedia.com,

www.webopedia.com

www.flipkart.com

www.facebook.com

www.snapdeal.com

www.naaptol.com

www.limeroad.com
СНАРТЕР 17

APPENDIX
 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 V 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,

Amazon

eBay

ebuyer
I have never used or visited any of these websites
*Filter forwarding to the associated page:

If the respondent has never used or visited Amazon,the respondent is forwarded to

the conclusion

2.Page 1
Back to summary

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
Education
Hobby

Q4.How much do you spend on average for Retail shopping per month in GBP (High
Street /Malls etc)?

f0 -e30
530-f90

f90-é120
f120 +
*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

f0 -t30
f30-90

f90-f120
f120 +

4.Page 3
Back to summary

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

5.Page 4
Back to summary

Q7.How would you rate your Internet connection?

Bad

Good
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

Annually