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1.1 EVOLUTION OF MARKETING At the beginning of the century, social life was mostly local. It was followed b y a period in which commodities were produced on a mass scale. Consumer Marketin g operated on mass marketing principles and business primarily concerned itself with how to build the best sales force. At the end of the century, there is an e merging global culture. The major driver of these changes is technology. Technol ogical change has moved steadily back focusing on the individual. These changes shape the possibility and conduct of business. Marketing is especially tied to c ommunication and transportation revolution. As the tools and reach of marketing increase, the job and responsibilities of marketers have evolved with them. Kotler formalized this evolution with his book "Marketing Management." His key s tages are production, sales and brand management. Each of these is strongly moti vated by technological opportunities, which permit new methods and new opportuni ties. A fourth stage, a focus on the individual customer, is also important. As the new technology of the Internet develops, it reinforces the new marketing emp hasis - which in many ways is a return to business at the turn of the century. In today’s technology driven world, a new fast paced digital economy is emerging. In the near future, it wouldn’t be surprising to see that there are companies that exist only inside computer networks. Most business transactions will be made el ectronically, directly from the producer to the consumer, bypassing the supply c hain. In the digital marketing environment, the consumer becomes an integral pla yer in the development of the product. In fact, a consumer might build the produ ct himself from a wide array of parts provided by the company. It is e-commerce that is changing the way products and services are conceived, manufactured, prom oted, priced, distributed and sold. The reason being that it is much cheaper; it allows vast coverage and helps in serving the customer better.
1.2 GROWTH OF INTERNET USAGE AND E-COMMERCE According to the research report of Goldman Sachs, India has emerged as the seco nd largest Internet market in Asia after China with 100 million users in 2005. I t estimates that Indian Internet Users will increase by 130% compounded annual g rowth rate (CAGR) from 0.5 million users recorded at end of 1998. Also the figur e of the number of Internet Service Providers (ISPs) is expected to increase by leaps and bounds and March 2006 sees at least 30 private international gateways. As per preliminary findings of the NASSCOM survey, the total volume of E-commer ce transactions in India was about Rs.131 crore in the year 1998-99. Out of this volume, about Rs.12 crore were contributed by retail Internet or Business-to-Co nsumer transactions, and about Rs.119 crore were contributed by Business-to-Busi ness transactions. The survey also revealed that E-Business transactions in Indi a are expected to exceed Rs.300 crore during 1999-2000. Out of this, about Rs.50 crore could comprise of retail transactions. For Business-to-Business transactions, Indian industries are expected to reach o nline penetration of 2% by 2003 and 8% by 2008.
but also largely on the ability of the marketer to make use of the real advantages of the Net like interactivity. the scope of the Internet as a medium to re ach out to a large number of people is presently limited. The top 8 metros of the country. print and cinema have penetrated the most. There could be several other modes to increase the reach of the Internet. the projections on Internet usage appear to be as follows: 1. Government policies are aimed at broadening and strengthening the infras tructure required for Internet accessibility. These stem mainly from the ability of this medium to allow a far more focused targeting as compared to other media. If evaluation as per the above classificatio n is done. Internet appears to have a comparativel y higher cost of acquisition.5 CURRENT MEDIA USAGE HABITS OF THE INDIAN AUDIENCES TV. Scientific and technological advances have a nd will continue to create newer media to improve communication. Its effectiveness is dependent not on ly on the target audience one is talking to.4 INTERNET FAME WITH THE INDIAN AUDIENCES Let us first take a quick look at the audience that this medium is trying to rea ch. Marketers around the world have from time to time tried to reach their targ et audiences through various media. However. let us compare Internet and other traditional media. Not only are there a plethora of sites cate ring to every imaginable need. On the basis of the above clarification. All of this makes Internet a highly interactive media but also an expensive one. Various initiati ves of companies like ITC and HLL like E-choupal and i-Shakti have given a consi derable boost to vernacular usage of internet 2. the reach is related to the net value perceived by the customer about that particular medium. the usage of internet might be dominated b y telephone lines. and marketers w ill try to use the same to effectively address their audiences. one can also evaluate Internet as a media from the marketers’ point of view by way of a similar classification. it is unlikel y to yield major benefits to the marketer. f lexibility. but gi ven its unique advantages. 3. But Internet has various ot her advantages over the traditional media which cannot be neglected. the Internet does not appear to be a very advantageous option either in terms of reach or in terms of cost-effectiveness. Entertainment The reach or popularity of any media is related to 1. Even today this medium is largely confined to only those who are literate in English. Internet is available in regional languages also. However. some of these limitations can be addressed. Internet is accessible though other media also and not only through tele phone lines. Does that mean that Internet is not an effective tool for reaching out to people ? Or is it likely to work very well under certain conditions? To understand this better. with the current limitations.3 EFFECTIVENESS OF THE NET IN REACHING OUT TO THE MASSES The reach of Internet may not yet be as wide as that of other mass media. it is undoubtedly the communication medium of the fut ure. there is also a high degree of flexibility in wha t the user is able to do. 1. first from the customer’s point of view. Internet in the media terms is ex pected to make an impact and show its true calibre. If the internet is treated and used exactly like any other medium. but is yet not taken as a se rious medium. Next. Internet is one of the latest to join the list of such media inventions. ability to monitor and the like. 1. Information 2. To quickly summarize the advantages of the Internet as seen from the point of vi . The cost of acquisition of the media itself In short. The extent of benefits perceived to be delivered 2.1. Current media options serve two broad ben efits to the customer: 1. In the current scenario. but broadband and cable net are coming in a huge way. Internet has brought with it a very high degree of control to the media user. Howeve r.
Yahoo Inc. It offers tremendous convenience to the user not only in delivery of information . Who are the people who can be reached through the Internet? 2. However. In this ability Internet is. Imagine doing the same with a television advertisement. 468x60).g. What are the options available to the marketer to reach out more effectively to their audiences? 4.online advertising not involving standard GIF and JP EG banner ads. Beyond the Banner . forums. chats. This can be elaborated a little more by answering the following questions: 1. The Variants of Banners include: 1. VoIP) is almost equal to one-to-one interaction with the audience. It offers a highly interactive medium that sometimes (e.6 ADVERTISING OPTIONS AVAILABLE ON THE INTERNET The Internet offers a variety of options for the marketer to advertise her/his p roducts/brands. the Internet offers a medium f or high level of experimentation at a low cost. It gives the user the choice of content for v arious topics ranging from news to stock options to entertainment to sports and just about everything. These include 1. Affiliate marketing In India. even at the cost of being intrusive. Sponsorships 4. The best example of giving control of content is the My Yahoo !! service offered by the Internet giant. It serves not only as a channel of information. in fact. and pay only on ac tion. It offers customization of the content. To the marketer: The Internet offers several options to a marketer trying to target a particular community. Given the payment options and high interactivity. the benefits of this highly customizable and interactive medium can be used effectively to target niche audiences. banners still remain the most popular option.a graphical advertising unit. It allows the marketer to actually link his spends to action. 2. though the Internet with its presen t limitations may not be able to match other media in actually reaching out to l arge numbers of people. ser ves to enhance the visibility and effectiveness of the banner.a graphical web advertising unit. wider options a re now available to the marketer which. E. It offers a wide range to choose from for the use r. . one can change the whole look of the advertisement within hours and increas e the effectiveness of the communication on the Internet.e. typically measuring 468 pi xels wide and 60 pixels tall (i. but also of product distribution . 3. the way the user wants to view it. Banner ads and their variations 2. unlike any other media. Therefore. Button Ad.g. E-mailers and their variations 3. This action could be a click on the banner or even product purchased or just a b anner impression or per 1000 impressions. Banner Ad . but also in allowing him to transact — often in a seamless manner. Search Engines 5. smaller than a banner ad. Are there ways for monitoring effectiveness of this medium in order to contro l it better? 1.ew of the user as well as the marketer: To the user: Internet gives more control in choosing content. Which are the products that can possibly benefit from marketing on the Intern et? 3. It offers a variety of options for i nformation and entertainment. It offers a higher level of identification of the user to the marketer.
is the search engine.new media that offers an enhanced experience relative to old er. • The Product on the Internet usually changes form online. Rich Media. Then again there are sponsorships. A website named Priceline. It lets the buyer deci des the price.com and it has reaped profit s so much so that it is now being viewed as a threat by the computer giant Micro soft Inc. 8. HTML banner . It will rather be on t he uniqueness of the product. 6.a banner ad measuring 120 pixels wide and 240 pixels t all.7 7 P S OF MARKETING ON THE INTERNET The four P s . the company will have to provide nouvelle and distinct products that forces t he net users to purchase and come back for more. Pop Under Ad . and the also fact that unli ke other media it offers a higher level of identification of the user.an online ad significantly taller than the 120x240 vertic al banner. 1.an ad that displays in a new browser window behind the cu rrent browser window. The other tool on the web with enormous potential.a banner ad using HTML elements. Rectangle Ad . • The Price has been drastically changed over the Internet. 12.com where the company offers the user to virtually feel ever y aspect of their product before they go into a buy decision. 9. Skyscraper Ad. So along with a change in the nature of the four P’s there are three new P’s which are relevant to the interne t marketer.advertisement using text-based hyperlinks. and the user experience s it electronically. 10. E-marketing will be based more on the product qualitie s rather than on the price. It leads to best possible deal for the buyers in terms of p rice.com is extremely popular as its compares the pri . The above is used by the search engine giant Google. On the Internet.any one of the large. Surround Session .an ad that displays in a new browser window. Ma rketers can own either popular keywords or make use of meta-tags (these are simi lar to the keywords which the search engines uses to catalogue various websites/ products) in order to go higher on the search lists. 11. which can be effectively used to increase bra nd salience and even change image. Given the highly interactive nature of the Internet. Text Ad . Pop-up Ad . but things have changed on the Internet. Content and softwa re are two avatars of digitized products that can be even distributed over the I nternet. Vertical Banner . and which has possibly not be en used to its optimal level yet by marketers in India. Also it gives the buyers information about multiple sellers selli ng the same product.an advertisement that loads between two content pages. a high-end car seller can today easily send an offer to persons earning over Rs 25000 per month at a very reasonable cost and within a very short period. instead of (or in addition to) standard graphical elements. Interstitial . zoom in or zoom out and even visualize th e product in different configurations and combination.advertising sequence in which a visitor receives ads from one advertiser throughout an entire site visit. Price.4. For exampl e. Technology allows the user to virtually touch and feel th e product on the Internet . mainstream formats. images and multimedia. 13. The example of the above can be seen at dell. simple di rect marketing tools such as email can also be used more effectively. often including interacti ve forms. Every company will be able to bring down the cost of its products and hence competition will not be on price. in the form of text.rotate it. Place and Promotion have long been associated wit h marketing. rectangular banner sizes suggested by the IAB. 5. To be able to attract the customers and retain the m. 7. Physical goods are usually presented in the form of a detailed online catalogue that the custom er can browse through.Product.
the overnight Courier Company allows its customers to keep track of the parcel and they are well informed about the pres ent whereabouts of their package. • Presentation The presentation of the online business needs to have an easy to us e navigation. Also. multiple points of entry. Presently.in follows the same principles.I. FedEx (www. strategic partners hip and affiliate marketing.fedex. A s ales service that will be able to answer the questions of their customers fast a nd in a reliable manner is necessary. the cyberspace is already cluttered with thousands of sites probably selling similar products.com).in) entered the Indian cyberspace and started its personalized services.S. The refore. A registere d user of Yahoo can now personalize the front page with all the information he n eeds. • The Place revolves around setting up of a marketing channel to reach the custome r. For e. For e.yahoo. To further enhance after sales service. The principle of K. the web page should not be cluttered with a lot of information. . promotion has to be carried out. outdoor advertising and television can be used to spread awareness. Promoting a website includes bot h online and offline strategies. without any addit ional costs. • Personalization Using the latest software from Broad-Vision and others. see the weather f orecasts of his city and listen to his favorite songs and all this simultaneousl y. Dell Computers have used this strategy very effectively and hence they have been able to reduce their prices of their laptops drastically and reaped huge profit s. • Processes Customer supports needs to be integrated into the online web site. Email campaigns and spamming the Chat rooms on almo st every server has been exploited to the maximum for the cause of promoting the ir website.g.co. He can read the news of the world. of India for its Speed post and Reg istered Ad services where you can keep a track of your post by entering the code that has been issued to you. Also the traditional mediums like print. Pricing is dynamic ove r the Internet. The look and the feel of the web site should be based on corporate logos and standards.ce of many airlines and offers the least price to the buyer. For the customers to know of the Company’s existence and to garner information on the kind of products or s ervices that the company is offering. About 80% of the people read only 20% of the web page. as there are currently more than one billion web pages. si mple but powerful navigational aids on all web pages like search engines make it easy for customer to find their way around. The elimination of the intermediate channel allows the producer to pass the reduced distribution cost to the customer in the form of d iscounts. There can be traded links or banner advertisements for the same. add a tax calculator. A customized web page do es not only include the preferred layout of the customer but also a pre selectio n of goods the customer may be interested in. banner ads.S ( Keep it simple stupid ) is the most important factor that has to be considered while pre senting the online business. Internet serves as a direct marketing channel that allows the producer to rea ch the customer directly. cu stomers must be able to find out about their order status after the sale has bee n made. The very famous baz ee.com now known as e-Bay. viral marketing.g. Similar variants have been used by the Govt. The mass customization allows the company to create web pages produ cts and services that suit the requirement of the user. Online strategies include search engine optimiz ation. Yahoo! (www. it is po ssible to customize the entire web site for every single user. • Promotion is extremely necessary to entice the customer to its website.
because they can provide better pre-purchase and post-sales services to lower consumer transa ction cost and build trust in online stores. . However.0 LITERATURE REVIEW Several researchers have carried out studies in their effort to examine consumer s’ online buying behaviour. plus physical presence. • To analyze the factors influencing perception and buying decision of students. 2001. such as income. whereas the most important det erminant of online shopping was previous behaviour. Yu et al.1. such as earlier online purch ases. provides mor e opportunities to capture business than the online-only presence. p erception. Bellman et al (1999) investigated various predictors for whether an individual will purchase online. have a modest impact on the decision of whether to buy online. For example. CHAPTER II LITERATURE REVIEW 2. Kotler and Armstrong (2000) pointed out that a person’s buying choices are further influenced by four key psychological factors: motivation. Steinfield and Whitten (1999) sugg ested that the combination of the Internet.8 OBJECTIVES OF THE PROPOSED STUDY • To study students perception towards internet advertising. learning and beliefs and attitude. This is consistent with Forrester Research which proved that demographic f actors do not have such a high influence on technology as the consumers’ attitudes do (Modahl. Venk atesh and Brown. education and age. These authors conclu ded that demographic variables. 2005). 2003. it is worth mentioning tha t beliefs and attitudes that are found in the stage prior to the adoption of e-c ommerce are different to those in the “post-adoption” stage (Gefen et al. 2000).
Con sumers with a positive attitude seem to be less concerned about payment security . Retail Merchan diser. CHAPTER III RESEARCH METHODOLOGY 3. This report is based on primary as w ell secondary data. however primary data collection was given more importance si nce it is overhearing factor in attitude studies. improved customer service. lack of opportunity to prior examining the products. popular literature cited ease of shopping comparison. time saving. One of the most important uses of research methodology is that it helps. Random sampling technique was used for dat . low prices. Maloy. Karayanni (2003) observed that online shoppers tend to value avoid ance of queues.Concerning the factors that influence or hinder online shopping. Know and Lee (2003) explore d consumers’ concerns about payment security and its relationship to online shoppi ng attitude and actual purchases. They observed a negative relationship between attitude towards online shopping and concerns about online payment security. in identifying the problem. Magee.2 THE SAMPLE The sample of present study consists of 100 respondents. low shipping costs. analyzing the required information data and providing an alternative solution to the problem. but were concerned about shipping costs. 2003. competitive prices. t imely delivery. 3. Indore region has been selected for primary data collection. It also helps in collecting the vital information that is requi red by the top management to assist them for the better decision making both day to day decision and critical ones. Similarly. Ernst and Young (2000) reported that Internet users purchased online because of good product se lection. Additionally. convenience. tax exempt status and speedy e-mail response. and ease of use. collectin g. as key reasons for the in crease in online shopping (Lorek. as well as. the conf identiality of credit card and personal information. 2003.1 THE STUDY The study is exploratory in nature and was undertaken to explore consumer respon se towards Internet advertising and to assess the stude nt perception towards internet advertising. A study carried out by Monsuwe et al (2004) collectively provides all the relat ed literature review regarding the factors that drive consumers to shop online. availability of shopping on a 24-hour basis and time efficiency. 2003. 2003).
40 percent of respondents are male an d 60 percent are female. How often do you use the internet? Respondents 0 Percentage Particular Never 0 . Secondary data is used only for the reference.3 THE TOOLS FOR DATA COLLECTION Data was collected from primary source based on field survey where self-administ ered questionnaire was used and secondary sources such as research papers.1 DATA ANALYSIS & INTERPRETATIONS Demographic characteristics Demographic Profile Gender Male 40 40 Female 60 60 Education Level High School 08 Graduate 31 Post Graduate 61 Yearly Family Income Under 100000 7 100000-200000 24 200000-400000 36 Above 400000 33 Number Percentage 08 31 61 7 24 36 33 From the sample profile it is clear that all the samples belong to the age group of 20-25 years. The close-ended Questionnaire was helpfu l to get a clear idea about respondent’s perception. The research was carried out through survey method with the help o f self-developed structured. 3. non-disguised questionnaire on 5 point Likert scale . It was also found that the yearly family income of 36 percent o f respondents is between 2 lakh to 4 lakh. 3. CHAPTER IV DATA ANALYSIS AND INTERPRETATIONS 4. and published documents was used.a collection.4 THE TOOLS FOR DATA ANALYSIS Data has been presented with the help of pie chart and tables. journ als. 1. pointer scale and other scales on which the respondents were ask to indicate t he degree of agreement or disagreement. Research is totally based on primary data .
Usually. 4. So we can conclude that most of the respondents are aware about online advertisement. Rank the following from 1 (most important) to 5 (least important) attri butes as per their importance in the on line advertising. 5. 3.Rarely 10 Occasionally Frequently Very Frequently 10 21 45 24 21 45 24 Inference: Since 45 per cent respondents frequently using internet. So we can conclude that most of the respondents use internet for information searc h. 21 percent respondents use internet o ccasionally. Do you ever click on an online advertisement (banner or pop-up)? Particular Yes 54 No 46 Respondents 54 46 Percentage Inference: Since 54 percent respondents click on online advertisement. per session you spend on internet? Particular Respondents Less than 1 hour online 30 From 1-2 hour online 66 More than 2 hour 4 Percentage 30 66 4 Inference: Since 66 percent respondents are online less than 1 hour. . What purpose do you use Particular Respondents Information Search 48 Staying connected with friends Online Education 9 Online Purchasing 5 Other 1 1 the internet for? Percentage 48 and family 37 9 5 37 Inference: As 48 percent respondents use internet for information search. 37 per cent respondents use internet to connect with friends and family. 2. 9 percent resp ondents use internet for online education. 46 percen t respondents never click on online advertisement. 30 percent respondents online from 1 -2 hour. So we can conclude that most of the respondents are online for less than 1 hour. So we can conclude that most of the respondents regularly use internet. 4 percent respondents online for more than 2 hour. 10 percent respondents rarely use internet. 24 per cent respondents use internet very frequently. 5 percent respondents use internet fo r online purchasing and 1 percent respondents use internet for other purpose.
Online advertising helps in getting information about various products a nd services? Particular Respondents Strongly Agree 6 6 Agree 57 57 Neutral 24 24 Disagree 6 6 Strongly Disagree 7 Percentage 7 Inference: Since 6 percent respondents strongly agreed to the statement. 36 percent respondents are neutral. I give more attention to the advertisement of the reputed companies? Particular Respondents Percentage . the respondents give ‘C’ 39% respondents give ‘A’ rank 5 (lest important). 57 perc ent respondents agreed. 33% respondents give ‘D’ rank 4. important to respondents 6. I usually go through the advertisement that is attractive and innovativ e? Particular Respondents Strongly Agree 6 6 Agree 54 54 Neutral 36 36 Disagree 2 2 Strongly Disagree 2 Percentage 2 Inference: Since 6 percent respondents strongly agreed. 37 So we can conclude that brand value and intrusiveness is the least Inference: Since 36% of ndents give ‘B’ rank 2. Options Rank 1 2 3 4 5 Content of the relevant information Visual appeal and innovativeness Brand value of the company Utility of the website Intrusiveness A 4% 12% 39% 30% 15% B 12% 30% 33% 10% 15% C 36% 30% 10% 6% 18% D 21% 22% 9% 33% 15% E 27% 6% 9% 21% 37% rank 1 (most important). B. C. So we can say that online advertising helps them to get information about various pro ducts and services. E. 6 percent respondent s disagreed to the statement and 7 percent respondents strongly disagreed. 54 percent respondents a greed to the statement. 7.A. 24 percent respondents are neutral. 8. 2 percent respondent s disagreed to the statement and 2 percent respondents strongly disagreed. 30% respo rank 3. % respondents gives ‘E’ of the company is most important. D. So we say that most of the respondents saw those ads which are attractive and innovat ive.
45 percent r espondents agreed. 48 percent respondents are neutral. So w e can say that most respondents click on ads that are present on the utility web sites e. I feel the online advertisement are not intrusive and does not distract the attention of the internet user. So we can conclude that respondents go through ads of reputed companies.com etc. So we can sa y that when respondents saw banner or pop-up. 15 percent respondents agreed to the statement. I click on the ads that are present on utility websites. 11. 10. 4 percent respondents disagreed. railway website. 45 percent respondents a greed. 24 percent respondents dis agreed and 10 percent respondents strongly disagreed to the statement.g. 48 percent respondents are neutral. As most o f the respondents are neutral with the statement so it can be say that online ad vertisement sometime intrusive and distract the attention of the internet user a nd sometime not. they usually click on it to get mo re information about product/services.Strongly Agree 24 Agree 45 45 Neutral 25 25 Disagree 3 Strongly Disagree 24 3 3 3 Inference: 24 percent respondents strongly agreed to the statement. When you see an ad (banner or pop-up). 3 percent respondents str ongly disagreed and 3 percent respondents disagreed to the statement. Particular Respondents Strongly Agree 3 3 Agree 15 15 Neutral 48 48 Disagree 24 24 Strongly Disagree 10 Percentage 10 Inference: 3 percent respondents strongly agreed. do you click on it to get more in formation about the product/services? Particular Yes 74 No 26 Respondents 74 26 Percentage Inference: 74 percent respondents said yes and 26 percent respondents said no. makemytrip. 25 percent respondents are neutral. Do you search particularly for content regarding a product or service on . Particular Respondents Strongly Agree 3 3 Agree 45 45 Neutral 48 48 Disagree 4 4 Strongly Disagree 0 Percentage 0 Inference: Since 3 percent respondents strongly agreed. 9. 12.
you do not click on it and avoid looking at it. So we can conclude that most of the respondents are not purchasing online. often Yes. very often Yes. Do you find e-ads nagging/irritating at times? Do you take measure to bl ock them? Particular Respondents I am not disturb by e-ads Percentage 67 67 . and 31 percent respondents disag reed. Does placing of an e-ad in a particular website act as an added advantag e to make you purchase product? Particular Respondents Percentage Yes 69 69 No 31 31 Inference: Since 69 percent respondents agreed.line or do you rely on the e-ads alone while making the purchase decision? Particular Respondents Percentage I rely on online search content 42 42 I rely on e-ads alone 10 10 Both 21 21 None 27 27 Inference: Since 27 percent respondents does not rely on both online search cont ent and e-ads. Particular Yes 57 No 43 Respondents 57 43 Percentage Inference: Since 57 percent respondents agreed. Do you make the purchase online? If yes. rarely No 57 Respondents 0 0 0 0 20 20 23 23 57 Percentage Inference: Since 57 percent respondents does not purchase online. 43 percent respondents disagreed . 16. 23 percent res pondents rarely purchase online. 21 percent respondents rely on both. 14. So we can conclude that most of the respondents avoid looking at any banner or pop up. and 42 percent respondents rely on online search content. 13. please specify the frequency of purchase? Particular Yes. So we can conclude most of the respondents rely on both online search content and e-ad s. When you see an ad (banner or pop-up). 15. sometimes Yes. So we can conclude that placing an e-ad in a particular website act as an added advantage for their purchase. 10 percent respondents rely on e-ads alone. 20 percent respondents purchase sometime.
I use ad blocking software 33 33 Inference: Since 33 percent respondents use ad blocking software and 67 percent respondents are not disturb by e-ads. CHAPTER V FINDINGS. 60 percent respondents sa ys TV. On which of these media. 8 percent respondents says press/magazi nes and 8 percent respondents says billboards. SUGGESTIONS. 27 perce nt respondents usually purchase between Rs 1000 to 5000. What is the value of the online purchase you usually make? Particular Up to 1000 1000 to 5000 5000 to 10000 More than 10000 Respondents 57 57 27 27 13 13 3 3 Percentage Inference: Since 57 percent respondents usually purchase up to Rs 1000. CONCLUSION AND LIMITATIONS . 17. So we can say that most of the respondents spent fewer amounts on online p urchase. 3 percent respondents purchase more than Rs 1 0000. From the analysis it is concluded that mos t of the respondents are not disturbed by e-ads. 18. 6 percent respondents says radio. do you consider for an advertisement to be the most appropriate? Particular Internet TV 60 Radio 6 Press/Magazine Billboard Respondents 18 18 60 6 8 8 8 8 Percentage Inference: Since 18 percent respondents says internet. 13 percent respondents purchase between Rs 5000 to 10000. So we can say that television is the most popular medium for advertisement among students.
more information should be given to the consumer about the product. • 74% respondents are likely to click on advertisements to get more information ab out product and services and 63% respondents agreed with the statement that inte rnet advertising gives information about various products and services.5.3 CONCLUSION . • Since the proportion of online is less. 57% respondents make online purchase up to the value of Rs 1000. so company focuses more on these websites. • • 43% respondents make purchase online. • 60% respondents solely consider TV and 18% respondents consider internet for an advertisement to be the most appropriate. 69 % respondents give more attention to the advertisement of the reputed companies. 5. m ajority of the respondents picked up brand value. • It was found that 54% respondents are aware about online advertisement.2 SUGGESTIONS • The company having good brand image should focus more on internet advertising. • The advertisement should be made more attractive and more innovative ideas to be used for making advertisement effective. 5.1 FINDINGS • 69% respondents use internet frequently. • 63% rely on online search particularly for content regarding a product or servic e and 10% rely on the e-ads alone while making the purchase decision. to increase the purchase. usually per session they spend less tha n 1 hour and for informational search. • 60% respondents go through advertisements that are attractive and innovative. visual appeal and content of r elevant website as important features. • When the respondents were asked to rank 5 attributes of online advertisements. • Companies should give additional advantage/benefit to the consumer who buy onlin e products. Where brand image of company stood as mos t important attributes. to increase the frequency of purchase. 48% click on the ads that are present on utility websites. • As most of the respondents use utility website.
We hope that this research will contribute to a better conceptual understanding of consumers’ perceptions by extending the existing frameworks.google. We believe that the Internet and Web have t he potential to better support goal-oriented consumers.In this research. thus providing a great p otential for Internet-based directional advertising.wikipedia. Some of respondents may not provide the correct information. BIBLIOGRAPHY Books Marketing Management – Philip Kotler Personnel Prof. so result may vary. 5.com www. we take a consumer’s perspective and examine consumers’ perception s of different types of ads.4 LIMITATIONS • Research was confined to Indore region only. Our aim is to understand the perceived differences between the Internet-based advertising and traditional advertising for both bran d building and directional purposes. Bhanu Chaplot (Project Guide) Websites www. • No statistical technique and testing have been used and no hypothesis has been f ormulated.com .rediff. Meanwhile.com www. • • • Sample may not represent the whole population. the study can provide practical su ggestions on how to design effective online ads to fully utilize the advantages of the Internet-based media. There were 100 respondents only.
Visual appeal and Innovativeness. A. D. • • • • • 2. Brand value of the company. Utility of the website.APPENDICES Demographic Information Gender Male Age: …………………………… Education Level • High School • Graduate • Post Graduate Yearly • • • • 1. • • Family income Under 100000 100000 – 200000 200000 – 400000 Above 400000 How often you use the internet? Never Rarely Occasionally Frequently Very frequently Usually. Rank the following from 5 (most important) to 1 (least important) attrib utes as per their importance in on-line advertising. per session you spend Less From More What than 1 hour online 1 to 2 hour online than 2 hour online purpose do you use the internet for? Female Information search Staying connected with friends and family Online education Online purchasing Other Have you ever clicked on an online advertisement (banner or pop-up)? Yes No 5. • • • • • 4. C. • • • 3. Intrusiveness . E. B. Content of relevant information.
Do you search particularly for content regarding a product or service on line or do you rely on the e-ads alone while making the purchase decision? • • • • I rely on online search content I rely on e-ads alone Both None 13. often Yes.6. Strongly Disagree Disagree Neutral Agree Strongly Agree I click on the ads that are present on utility websites. • • • • • Strongly Disagree Disagree Neutral Agree Strongly Agree I usually go through the advertisement that is attractive and innovative Strongly Disagree Disagree Neutral Agree Strongly Agree I give more attention to the advertisement of the reputed companies. Strongly Disagree Disagree Neutral Agree Strongly Agree 10. Online advertising helps in getting information about various products & services? • • • • • 7. Do you make the purchase online? If yes. • • • • • 9. . please specify the frequency of purchase? • • • Yes. I feel the online advertisement are not intrusive and does not distract the attention of the internet user. • Strongly Disagree • Disagree • Neutral • Agree • Strongly Agree 11. very often Yes. you are likely to click on it to get more information about the product/services? • • Yes No 12. When you see an ad (banner or pop-up). sometimes . • • • • • 8.
rarely No 14. When you see an ad (banner or pop-up). On which of these media.• • Yes. you do not click on it and avoid looking at it • • Yes No 16. • • • • I am not disturb by e-ads I use ad blocking software What is the value of online purchase you usually make? Up to 1000 1000 to 5000 5000 to 10000 More than 10000 18. do you consider for an advertisement to be the most appropriate? • Internet • TV • Radio • Press/Magazine • Billboard . Does the placing of an e-ad in a particular website act as an added adva ntage to make you purchase a product? • • Yes No 15. Do you find e-ads nagging/irritating at times? Do you take measure to bl ock them? • • 17.