1

PROJECT REPORT ON

“ To study the consumer behavior towards digital marketing solutions

at

SUBMITTED IN PARTIAL FULFILMENT OF

PGDM (AICTE APPROVED)
BY

Ms. DAMINI BHARTI

PGDM 97 (MARKETING)

IIEBM, INDUS BUSINESS SCHOOL

WAKAD, PUNE – 57
PGDM – 2018-20

2
 A REPORT
ON

To study the consumer behavior towards digital marketing solutions

at

BY
MS. DAMINI BHARTI
PGDM-97

IIEBM, INDUS BUSINESS SCHOOL

WAKAD, PUNE – 57

PGDM – 2018-20

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF THE PGDM

COURSE

3
 CERTIFICATE FROM COMPANY ON

THEIR LETTERHEAD

APW PRESIDENT SYSTEMS LTD.,

S-73 & S-74, MIDC, BHOSARI,
PUNE – 411026.

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. / Ms. __________________________has worked as a

Summer Trainee in our Factory in the Operations Department

from _________ to ________

He / She has carried out an analysis of “Setting Up A System To Track Product Wise &

Customer Wise Profitability”.

He / She has been sincere, hardworking and punctual during the project. I wish him / her

success for all her future endeavors.

Place: __________ Name of Project Guide

Date: ___________ Designation

4
CERTIFICATE FROM INSTITUTE

5
 DECLARATION

I, Damini Bharti Reg. No. IBS/2018-20/PGDM/97 pursuing my PGDM AICTE approved course do
hereby declare that the project work to study the consumer behavior towards digital marketing
solutions at Comet Digital Marketing Pvt. Ltd in Pune which has been submitted to the IIEBM,
Indus Business School, Pune is an original work of the undersigned and has not been
reproduced from any other source.

Signature: Date:
Name: Damini Bharti Place: Pune
Registration no. 97

6
 ACKNOWLEDGEMENT

I am extremely grateful to Mr.Nikhil Tokase., CEO, Comet Digital Marketing

pvt. Limited Pune, for helping me and providing me with me useful information. By interacting
with him, I learnt few facts of professional management in the internet industry and I am sure
the knowledge imparted will go in a long way in enriching my career. I wish to acknowledge my
indebtedness to my faculty guide Dr. Nidhi Srivastava. The project could not be completed
without their able support guidance. Thanking them is a small gesture for the generosity shown
Finally, I take this opportunity to thank all senior executives, staff members and every associate
of Comet Digital, without their cooperation I would not be able to complete this project.

7
 EXECUTIVE SUMMARY

. Consumer Marketing 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 emerging global
culture. The major driver of these changes is technology. Technological change has moved
steadily back focusing on the individual. These changes shape the possibility and conduct of
business.
Marketing is especially tied to communication 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 stages are
production, sales and brand management. Each of these is strongly motivated by technological
opportunities, which permit new methods and new opportunities. 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 emphasis - 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 electronically, directly from the producer to
the consumer, bypassing the supply chain. In the digital marketing environment, the consumer
becomes an integral player in the development of the product.
In fact, a consumer might build the product 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, promoted, priced, distributed and sold. The reason being that it is much cheaper; it
allows vast coverage and helps in serving the customer better.

8
 TABLE OF CONTENTS

CHAPTER NO INDEX PAGE NO

1 RATIONALE FOR THE STUDY 11

2 COMPANY PROFILE 12-16

3 REVIEW OF LITERATURE 17-21

4 OBJECTIVE OF THE STUDY 21

a) Title of the Project
b) Objective of the Project
Part A – Company Research
Part B – Individual Research
c) Scope of the Project

5 RESEARCH METHODOLOGY 22
a) Research Design
b) Data Collections Methods/ Sources
c) Sampling Plan

6 DATA ANALYSIS AND INTERPRETATION 23

a) Tables

7 OBSERVATIONS AND FINDINGS 35

8 LEARNINGS FROM THE STUDY 35

9 CONCLUSION, RECOMMENDATIONS AND SUGGESTIONS 36

10 APPENDIX 37
a) Questionnaire
b) List of Tables and Graphs
a) List of Photographs

11 REFERENCES 39
a) Bibliography

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 OBJECTIVE OF THE STUDY

CORPORATE OBJECTIVE:- To study and understand the consumer needs and provide them
digital marketing solutions at Comet Digital Marketing Pvt Ltd Pune

Reason:- Major reasons why digital marketing we need in today’s scenario because the internet
has enabled businesses to interact with targeted audiences in real time. Customers have grown
accustomed to engaging and interacting with one's brand or business. By providing digital
customer service, a business can significantly reduce costs and deliver flawless and more
satisfying customer experiences.

Individual objective:- To study and understand the consumer behavior towards digital marketing
solutions at Comet Digital Marketing Pvt. Ltd in Pune

Reason:- Analysis of Customer Perception towards Digital Marketing. It is important to

investigate the motivation behind consumer purchase but it is equally important to find
consumer form purchase and behaviors towards

Methodology:
1. Primary Data Collection

A primary data source is an original data source, that is, one in which
the data are collected first hand by the researcher for a specific research purpose or project.

Primary data was collected from doing the data mining and through direct walkin in the
company.

10
 RATIONALE FOR THE STUDY
Introduction
Internet is changing the way consumers shop and buy goods and services, and has rapidly
evolved into a global phenomenon. Many companies have started using the Internet with the aim
of cutting market costs, thereby reducing the price of their products and services in order to stay
ahead in highly competitive markets. Companies also use the Internet to convey, communicate
and disseminate information, to sell the product, to take feedback and also to conduct satisfaction
surveys with customers. Customers use the Internet not only to buy the product online, but also
to compare prices, product features and after sale service facilities they will receive if they
purchase the product from a particular store. Consumer behaviour is the study of individual,
groups, or organizations and the processes they use to select, secure, and dispose of products,
services, experiences, or ideas to satisfy needs and the impact that these processes have on the
consumer and society.
Customer behaviour study is based on consumer buying behaviour, with the customer playing
the three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is
difficult to predict, even for experts in the field.  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. At a high level, digital channels can have many
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.
These include:- Internet- Email banner ads, dedicated websites, pop-up ads, sponsored content,
paid keyword search, podcasts, etc… Newer channels comprise social networks, blogs, wikis,
widgets, virtual words, online gaming etc…Mobile- SMS, MMS, mobile Web, mobile
application and mobile video Digital outdoors – Stills,/ video digital display, interactive kiosks
Interactive digital medium, interactive television channels

Importance and significance of study.

Millions of people nowadays access internet throughout the world. As we know that e-marketing
nowadays is the best way for the companies to advertise their product. The target audience
increases almost 60% to 70% as compare to the traditional advertisement coz our target audience
are mostly youth sector who spend more time internet rather than TV or reading Newspapers etc.
As we know the internet mostly used for the working purpose business people or other
educational people so the advertisement done on those webs are mostly sophisticated and not
loud. The audience of e-advertisement are unlimited, it can be male/female, youth, elders, young,
adults etc. so it’s easy for the marketers to capture almost everyone through internet marketing or
web-marketing. Different professionals, different culture, different audience, all can be captured
with online advertisement on Google. In this way company cost decline and revenue maximizes

What is the reason for the study?

The reason of the study is to find out the possible solution regarding online marketing solution.
The positive impact of e-marketing on consumer buying behavior and help them in their decision
making process. The study will help the business and organization to adopt e-marketing method
for promoting and advertising their product or services worldwide with the help of internet
marketing websites of the companies. They can easily collect facts and figure from the research
paper
What does the organization or the researcher look to gain from it?

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 COMPANY PROFILE

 Name- Comet Digital Marketing Pvt. Ltd

 Location and address of the Company Headquartered in Pune The office Club U-7, runwal
platinum, bavdhan, Pune 411021
 Type of the Organization:- pvt limited
 Type of Industry: Internet
 Organizational set up:-Pune, Maharashtra
 Products /Services: - Web Development, Graphic Designing, Content Marketing, Social
Media, SEM, SEO, App Development & Video Making
 Annual turnover:- 50 Lakhs rupees
 Number of employees:- 16
 Future plans etc.:- As it is a startup company so their future plans is to grow with their
clients.

Corporate Overview

Comet Digital Marketing has expertise in this field from last 11 years with operation in several
Indian cities like Pune,Mumbai, Nashik, Surat, Vadodara & many more. Our head office is
located in Pune. The agency started its international operations in London and Singapore 5 years
back. Today Comet Digital offers full-service digital marketing solutions to its clients. At Comet
Digital, we aspire to be your “ROI Driven” & “Accountable” Branding, Marketing Technology,
eCommerce Partner and Digital Marketing company.
Our team starts by unraveling the consumer/market Insight to build unique Business Strategy and
creative digital solutions to help you win over the competition. We enable implementation of
your strategy with exceptional web design, responsive website development and mobile apps to
help your organization win digital marketing war. At Comet Digital we believe in strategies that
lead to measurable and desired results. Our team regularly undergo digital marketing training as
the digital world is continually changing. We genuinely think that all the members of our team
need to learn digital marketing advances to deliver optimized results for our clients. That is why
live projects are the most significant learning opportunities for our clients and us. These
experiments are what that keep our clients transforming their industries. We will work closely
with you to Enhance your Brand Equity & Business Value in the digital world.

Headquarters: Pune, Maharashtra

Employees: 15
Business Scope: Technology research
○ Product development and manufacturing Trade
○ financial services
Key Product Lines: Web Development, Graphic Designing, Content Marketing, Social Media,
SEM, SEO, App Development & Video Making

Product: Web Development, Graphic Designing, Content Marketing, Social Media, SEM, SEO,
App Development & Video Making.
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Website Development A digital presence is a must to excel in today's age. But have you ever
wondered what user experience your digital presence is offering? It only takes 30 seconds for
users to choose whether to explore or click away from your website. As a top web development
company in Pune, we have done our fair share of research to better understand what the audience
today is looking for. Our team is equipped to mould your website to provide your visitors with a
user-friendly and welcoming website

Graphic Designing As one of the best designing companies in Pune, we understand the
importance of good design. We believe it's an essential ingredient when brands are looking to
start a dialogue with their audience, generate recognition and boost brand recall. As a graphic
designing company in Pune, we take pride in our experienced designing team. With years of
experience, our skilled designing team crafts images that tell a story. Based on conventional
understanding and intensive research on user context, our images evoke the right emotions and
differentiates your products, services and brands from the rest.

Content Marketing In this ever-evolving digital landscape, your content is your company's
ambassador. If it's not on point, you're going to lose out on sales and revenue because good
content has the potential to make or break your business. With years of experience as a content

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marketing agency in India, we have a skilled team that provides an excellent blend of
promotional, informational and engaging content. Our content aims at tapping a reader's attention
and creating a lasting impression that will help us boost your brand and achieve your business
objectives.

Social Media Marketing Social media and social listening is everything for continuous growth
in the digital space. Therefore, it’s important to determine benchmarks that will boost your brand.
We are a performance driven social media marketing company that continually strives to have
your presence felt in the social space. Our team carries out extensive sentiment analysis to
develop a social media plan that works best for you across multiple channels. As a social media
marketing agency in India, our young and talented team is always brimming with ideas that lead
to compelling strategies, designed to draw high engagement on various social media channels.

Search Engine Marketing Right now, a potential customer is searching for the products you
sell. But, who will they find first – you or your competitors? To ensure you rise above your
competitors, it's essential to carry out search engine marketing. As one of the best providers of

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search engine marketing in Pune, we use the best custom combination of paid search, contextual
advertising and organic placement supported with powerful analytics and in-depth research to
ensure that you are the first brand the customer sees. Our PPC experts are Google, Facebook
Blueprint and Bing certified professionals who run data-driven campaigns & achieve impressive
ROI for all our clients.

Search Engine Optimization The dynamics of search engine optimization has changed over the
years and as an SEO company in Pune, we have perfected the art of SEO. As one of the best SEO
companies in Pune, we have a dedicated team of experts who have optimized more than 3000+
keywords. With their years of experience and skills, they have helped various businesses build
trust and credibility online. Their efforts allow our client's website to rank high on search engines
thus allowing them to reach their business goals.

Mobile App Development If you think that mobile apps are solely for big brands, you are
wrong. It is essential to understand that digital trends are changing every day. Today a mobile
user spends more than 86% time on an app and less than 14% time on a browser. A mobile-

15
friendly website is a prerequisite, but a mobile app can increase your brand's growth immensely.
As an iOS and Android app development company, our team can design an app that is stylish,
functional and informative while staying true to your brand.

Video Making Video marketing is very often an afterthought. However, it should play a leading
role in a brand's content marketing plan. Why? Because videos can help create the necessary
association and enable your products or services to earn greater trust and confidence. Perhaps
that is why 54% of consumers say they would like to see more video content from brands they
support. Our Team Of Video Experts Ensure That Our Videos Have A More Profound Impact On
A Customer's Mind. Over The Years, Our Videos Have Proven To Be Highly Effective And Have
Given Excellent Results In The Form Of Leads, Conversion And Branding.

Price: - Comet Digital product & Services are of affordable packages. One page website costing
is of Rs 8000.
Brands:- Comet Digital Marketing Has Expertise in this field From Last 11 years with operation
in several Indian cities Like Pune,Mumbai, Nashik, Surat, Vadodara & Many More. Our Head
Office is Located in Pune.
REVIEW OF LITERATURE

EVOLUTION OF MARKETING

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At the beginning of the century, social life was mostly local. It was followed by a period in
which commodities were produced on a mass scale. Consumer Marketing 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 emerging global culture. The major driver of these
changes is technology. Technological change has moved steadily back focusing on the individual.
These changes shape the possibility and conduct of business.
Marketing is especially tied to communication 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 stages are
production, sales and brand management. Each of these is strongly motivated by technological
opportunities, which permit new methods and new opportunities. 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 emphasis - 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 electronically, directly from the producer to
the consumer, bypassing the supply chain. In the digital marketing environment, the consumer
becomes an integral player in the development of the product.
In fact, a consumer might build the product 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, promoted, priced, distributed and sold. The reason being that it is much cheaper; it
allows vast coverage and helps in serving the customer better.

CHANGING PATTERNS OF MARKETING

Traditional Marketing V/s digital Marketing
Marketing over the years more so recently has started being used interchangeably with
advertising. Now since the explosion of the internet; advertising paradigms have been
constantly changing.
The first Web advertisement was placed on the Hot Wired web site in October 1994.
AT&T, MCI, Sprint, Volvo, Club Med, ZIMA were the first to try it out and the Internet advertising
has come a long way since then. Here, I would attempt to compare Internet
Advertising with Traditional Advertising:
Let’s have a look:
Traditional Advertising:
Traditional advertising is static.
Space is not a restricting factor
The proportion of advertising to editorial is high sometimes 50:50.
Does not evoke immediate action.
Response to the action is not immediate.
Advertisements are passively received.
Advertising does not always target a much focused audience.
Advertisements are ubiquitous.

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Whereas Internet Advertising :
It is dynamic with multimedia- supporting text and graphics video sound all together.
Space is a problem, as regards size of the banners etc.
A web page would be 91% editorial and 9% advertising.
Invokes immediate action as you at-least need to click on the ad.
First response is immediate as when the user clicks, the person is directed to other web page
with more details.
The user has high attention level and concentration while using the net, and hence they notice
the ad. (please refer the chapter)
This can be much focused.
Advertisements catch users when they are on the lookout for something. For example the
search is for travel on a search engine there are ads of travel agents on the net.
Thus we see that advertising is changing and so are the rules for advertising on the internet. So
while designing or formulating any advertising strategy for a brand on the internet a manager
has to take in to account factors like: -
1. The Internet has made a huge impact on advertising. Companies should be careful as regards
joining the IT bandwagon. They should not advertise on the net just to project themselves as a
techno savvy company or maybe because their competitor is doing the same thing. It should be
a well-planned campaign full of specific information and attention catching.
2. The 'net' charges are on the higher side (though there has been a steep decrease in the rates
in the last few months). Hence people would be wary of the fact that ads consume a lot of
online web time and hence they avoid clicking on average ads.
Therefore, advertises should be designed in such a fashion that they attract attention and
induce people to click on the net.
3. One more thing would be to generate 'search' specific advertising. This would mean that if I
give a search for books on the search engine, the ads displayed would be related to the books.
4. Generally, people perceive the ads to be time consuming and full of unwanted information.
Care should be taken to design the ads in such a way that the information they provide or the
hyperlinks they provide to a site gives adequate and specific information.
5. The ads and the subsequent information on the web site should be constantly updated and
highlighted in the ads and thus induce repeated clicks on the ad.
6. Last but not the least; the ads should be designed so as to attract attention of maximum
number of people and inducing them to click, failing to do so the advertiser ends up defeating
his own purpose.
Growth of Internet usage and E-commerce:
According to the research report of Goldman Sachs, India has emerged as the second largest
Internet market in Asia after China with 100 million users in 2005. It estimates that Indian
Internet Users will increase by 130% compounded annual growth rate
(CAGR) from 0.5 million users recorded at end of 1998. Also the figures 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-commerce 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-Consumer transactions, and about Rs.119 crore were contributed by Business-to-

18
Business transactions. The survey also revealed that EBusiness transactions in India 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 online
penetration of 2% by 2003 and 8% by 2008.

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, but given its unique
advantages, it is undoubtedly the communication medium of the future. Marketers around the
world have from time to time tried to reach their target audiences through various media.
Scientific and technological advances have and will continue to create newer media to improve
communication, and marketers will try to use the same to effectively address their audiences.
Internet is one of the latest to join the list of such media inventions.
Internet Fame with the Indian Audiences
Let us first take a quick look at the audience that this medium is trying to reach. The top 8
metros of the country, the scope of the Internet as a medium to reach out to a large number of
people is presently limited. However, some of these limitations can be addressed. 1. Internet is
available in regional languages also. Even today this medium is largely confined to only those
who are literate in English. Various initiatives of companies like
ITC and HLL like E-choupal and i-Shakti have given a considerable boost to vernacular usage of
internet
2. Internet is accessible though other media also and not only through telephone lines. In the
current scenario, the usage of internet might be dominated by telephone lines, but broadband
and cable net are coming in a huge way.
3. Government policies are aimed at broadening and strengthening the infrastructure required
for Internet accessibility.
There could be several other modes to increase the reach of the Internet. However, with the
current limitations, the projections on Internet usage appear to be as follows:

CURRENT MEDIA USAGE HABITS OF THE INDIAN AUDIENCES

TV, print and cinema have penetrated the most. Internet in the media terms is expected to
make an impact and show its true caliber, but is yet not taken as a serious medium.
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, let us compare Internet and other traditional media, first from the
customer’s point of view. Current media options serve two broad benefits to the customer:
1. Information
2. Entertainment
The reach or popularity of any media is related to
1. The extent of benefits perceived to be delivered
2. The cost of acquisition of the media itself
In short, the reach is related to the net value perceived by the customer about that particular
medium.

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On the basis of the above clarification, Internet appears to have a comparatively higher cost of
acquisition. However, Internet has brought with it a very high degree of control to the media
user. Not only are there a plethora of sites catering to every imaginable need, there is also a
high degree of flexibility in what the user is able to do. All of this makes
Internet a highly interactive media but also an expensive one.
If the internet is treated and used exactly like any other medium, it is unlikely to yield major
benefits to the marketer. Its effectiveness is dependent not only on the target
audience one is talking to, but also largely on the ability of the marketer to make use of the real
advantages of the Net like interactivity, flexibility, ability to monitor and the like.
15 Next, one can also evaluate Internet as a media from the marketers’ point of view by way of
a similar classification. If evaluation as per the above classification is done, the
Internet does not appear to be a very advantageous option either in terms of reach or in terms
of cost-effectiveness. But Internet has various other advantages over the traditional media
which cannot be neglected. These stem mainly from the ability of this medium to allow a far
more focused targeting as compared to other media.
To quickly summarize the advantages of the Internet as seen from the point of view of the user
as well as the marketer:
TO THE USER:
Internet gives more control in choosing content. It offers customization of the content, the way
the user wants to view it. It offers a variety of options for information and entertainment. It
offers a wide range to choose from for the user.
It offers tremendous convenience to the user not only in delivery of information, but also in
allowing him to transact — often in a seamless manner.
The best example of giving control of content is the My Yahoo !! service offered by the
Internet giant, Yahoo Inc. It gives the user the choice of content for various topics ranging from
news to stock options to entertainment to sports and just about everything.
To the marketer:
The Internet offers several options to a marketer trying to target a particular community
It serves not only as a channel of information, but also of product distribution
It offers a highly interactive medium that sometimes (e.g. chats, forums, VoIP) is almost equal to
one-to-one interaction with the audience.
It offers a higher level of identification of the user to the marketer.
16
It allows the marketer to actually link his spends to action, and pay only on action
This action could be a click on the banner or even product purchased or just a banner
impression or per 1000 impressions. In this ability Internet is, in fact, unlike any other media.
Given the payment options and high interactivity, the Internet offers a medium for high level of
experimentation at a low cost.
This can be elaborated a little more by answering the following questions:
1. Who are the people who can be reached through the Internet?
2. Which are the products that can possibly benefit from marketing on the Internet?
3. What are the options available to the marketer to reach out more effectively to their
audiences?
4. Are there ways for monitoring effectiveness of this medium in order to control it better?

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ADVERTISING OPTIONS AVAILABLE ON THE INTERNET
The Internet offers a variety of options for the marketer to advertise her/his products/brands.
These include
1. Banner ads and their variations
2. E-mailers and their variations
3. Sponsorships
4. Search Engines
5. Affiliate marketing

OBJECTIVE OF THE STUDY

TITLE OF THE PROJECT

To study and understand the consumer behavior towards digital marketing solutions at
Comet Digital Marketing Pvt. Ltd in Pune

OBJECTIVES OF THE REPORT

PART-A
To study and understand the consumer behavior towards digital marketing solutions at
Comet Digital Marketing Pvt. Ltd in Pune

PART-B
To study and understand the consumer needs and provide them digital marketing solutions
at Comet Digital Marketing Pvt Ltd Pune.

Scope of study

 The period within which the report has to be completed= 2may to 15 july
 The area of coverage should it be specified= The area of coverage was Wakad,
Hinjewadi, Aundh, Balewadi ,Baner, Pashan and Bavdhan in Pune.
 Any monetary stipulation e.g. allotments of funds for the project report.= No stipend
was given.
 Whether the writer was asked only to present the findings or also give his views and
recommendations.= Yes the writer was asked only to present the findings or also give his
views and recommendations

RESEARCH METHODOLOGY

Types of Research Design – Survey

21
Primary data: - survey was conducted for which questioner was used for collection of primary
data.

Secondary data:- Secondary data are the data collected by a party not related to the research
study but collected these data for some other purpose and at different time in the past.

Research Instrument is a questionnaire

Multiple choice questions

Multiple choice questions ask the respondent to choose between two or more answer options.
Questions can be as simple as “yes/no” or can give a choice of multiple answers.
Semantic differential
In a semantic differential scale, each end of the scale marked is with different or opposing
statements.
Open-ended questions
Open-ended questions ask respondents to supply their own answer. No pre-defined answers are
given, so respondents are free to write what they want

Sample Design

 Universe – Pune
 Sample frame- adults 18 and above
 Time and Place- 2ST MAY 2019 TO 15TH JUNE 2019.
 Type of sampling:- Simple random sampling
 Sample Size :- 200

DATA ANALYSIS AND INTERPRETATION

Q1. What is the mode of your business?

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 a) Online mode
b) Offline mode
c) Both

Q.1 What is the mode of your business?

Options Response Percent
a) Online mode 50 25%
b) Offline mode 70 35%
c) Both 80 40%

INTERPRETATION – As we can see percentage of online mode is 25% and offline mode is 35%
this is because people have more trust with the offline business rather then online and 40% of
responded have both online as well as offline mode of business because traditional marketing is
replaced by modern marketing.

Q2. Are you aware about digital marketing activities?

a) Yes
b) No

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 Q.2 Are you aware about digital marketing activities?
Options Response Percent
a) Yes 177 88%
b) No 23 12%

INTERPRETATION – 88% people responded that they are aware about the digital marketing
activities because business can leverage to increase visibility in the market and digital marketing
can attract the ideal customer. 12% people are still unaware because they might be in
traditional market till yet.

Q3. Are you doing anything to promote your business online?

a) Yes
b) No

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 Q.3 Are you doing anything to promote your business online?
Options Response Percent
a) Yes 126
b) No 74

INTERPRETATION- People are aware about digital marketing activities but they don’t have
knowledge about Digital Marketing activities. As we can see in previous question 88% of
responded were aware about the digital marketing activities but only 63% of people do because
people don’t have knowledge to do it.

Q4. For how many years you are using digital marketing activities?
a) Less than 1 Year
b) One year but < 5 year
c) More than 5 years

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 Q.4 For how many years you are using digital marketing activities?
Options Response percent
a) Less than 1 year 67 53%
b) One year but < 5year 46 37%
c) More than 5 years 13 10%

INTERPRETATION – 53% responded those who are using digital marketing activities less than 1
year as the year is increased % is decreased because some of the responded were not able to
manage online mode of business so they discontinued doing it.

Q5. What kinds of digital marketing do you engage in for your own business?
a) Search engine optimization (SEO)
b) Email marketing
c) Pay per click advertising (PPC)
d) Online advertising (excluding PPC)
e) Website

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 f) Social media marketing

Q.5 What kinds of digital marketing do you engage in for your own business?
Options Response Percent
a) Search engine optimization (SEO) 2 1.58%
b) Email marketing 0
c) Pay per click advertising (PPC) 0
d) Online advertising (excluding PPC) 0
e) Website 73 57.95
f) Social media marketing 51 40.47

INTERPRETATION –Social media and social listening is everything for continuous growth in the
digital space and therefore 40.47% responded are for social media and it is cheap in cost. 57.95
responded prefer website because it give all the detail information about business.
Q6. Do you have proper website for your business?
a) Yes
b) No

Q.6 Do you have proper website for your business?

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 Options Response Percent
a) Yes 73 58%
b) No 53 42%

INTERPRETATION – 58% of responded have their proper website. In website there are 5 things
that should be displayed that is Home, About us, Gallery, Product or services and Contact if they
have these 5 things in their website so it is a proper website.

Q7. What percentage of the overall marketing activity for your business is digital?
a) 0-20%
b) 21-40%
c) 41-60%
d) 61-80%
e) 81-100%

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 Q.7 What percentage of the overall marketing for your business is digital?
Options Response Percent
a) 0-20% 0 0
b) 21-40% 30 24%
c) 41-60% 59 47%
d) 61-80% 25 20%
e) 81-100% 12 9%

INTERPRETATION – Offline business usually operate for fixed hours but online business are
always open still only 12 responded have 100% marketing of there business rest don’t have
because people have more trust with offline business rather then online.
Q8. How effective do you consider digital marketing activities for your business?
a) Extremely effective
b) Very Effective
c) Quite effective
d) Not very effective
e) Not at all effective

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 Q.8 How effective do you consider digital marketing activities for your business?
Options Response Percent
a) Extremely effective 16 8%
b) Very Effective 22 11%
c) Quite Effective 88 44%
d) Not very effective 57 28%
e) Not at all effective 17 9%

INTERPRETATION – 74 responded don’t find digital marketing activities effective for there
business because they believe in word of mouth. The process of telling people you know about
a particular product or service, usually because you think it is good and want to encourage them
to try it.

Q9. Is digital marketing activities helping you in any of these ways?

a) Awareness
b) Lead generation
c) Both equally
d) None of them

Q.9 Is digital marketing activities helping you in any of these ways?

Options Response Percent

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a) Awareness 28 14%
b) Lead generation 16 8%
c) Both equally 82 41%
d) None of them 74 37%

INTERPRETATION – 63% responded find digital marketing activities helping them in Awareness
of the product or service and lead generation for the business as Customer demand for online
services is high.

Q10. How much do you currently spend () on digital marketing activities for your business?
a) Nothing
b) Less then 10000/per annum
c) 11000-15000/per annum
d) 16000-20000/per annum
e) 21000-25000/per annum
f) Over 25000/per annum
Q.10 How much do you currently spend (Rs) on digital marketing activities for your
business?
Options Response Percent
a) Nothing 96 48%

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b) Less then 10000/per annum 58 29%
c) 11000-15000/per annum 30 15%
d) 16000-20000/per annum 12 6%
e) 21000-25000/per annum 3 1.5%
f) Over 25000/per annum 1 0.50%

INTERPRETATION – People are not much satisfied with the returns gained from the digital
marketing activities because they are not able to get the returns so as the price increases the
investment is decreased because they are in hope at least one customer in a day should come
with help of digital marketing
Q11. Please rank these activities in terms of their importance to your own marketing in 2019?
(1-Not at all Important, 2-slightly Important, 3-Important, 4-Fairly Important, 5-Very Important)
a) Search engine optimization (SEO)
b) Email marketing
c) Pay per click advertising (PPC)
d) Website
e) Social media marketing

Q.11 Please rank these activities in terms of their importance to your own marketing
in 2019?
Options Response Percent
a) Search engine optimization 2

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(SEO)
b) Email marketing
c) Pay per click advertising (PPC)
d) Website
e) Social media marketing

INTERPRETATION –

Q12. Are you aware about Comet Digital Marketing Pvt. Ltd.?
a) Yes
b) No

Q.13 Are you aware about Comet Digital Marketing Pvt. Ltd?
Options Response Percent
a) Yes 10 5%
b) No 190 95%

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INTERPRETATION – People are not aware about the Comet Digital Marketing Pvt. Ltd because as
it is a startup company it is new in market and people are not aware about it because they don’t
do advertisement in television or in radio, which creates awareness in masses.

Observation and findings

The study reveals that the educated people are more aware of digital media and they prefer
digital channels to buy different products. Through analysis, it is found that monthly income of
people plays an important role in order to buy different kinds of products through digital
channel. People are more influenced by viewing advertisements on websites/blogs. Digital
Channels changed the opinion of customers towards purchasing decision up to greater extent.
Mostly customers are satisfied with the products purchased through digital channel

LEARNINGS

Adaptability Skills

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As I was new to pune so where the clients used to say to come I used to go to that location like
Hadapsar, Yewalewadi, Vimam Nagar, Kothrud these were the location which was not assigned
to me but I had gone to crack the deal.

Communication Skills

I was able to improve my communication skills because I used to meeting my clients and daily I
used to meet 3 to 4 clients and to explain him about website, social media promotion, SEO etc
and to motivate him to sell the digital solution which fit best for his/her business.

Responsibility

I was asked to give daily reports to my manager and asked to fill DFR that is daily field report
which made me realise that I have been given some responsibility to update him about the
work done.

Time Management

As I have to send my live location daily at 10 am of 8am hours and from 10am-6pm so I used to
go and meet at the correct time and location which were given by the clients.
So from here I have learned the Time Management

CONCLUSION, RECOMMENDATIONS AND SUGGESTIONS

This study is conducted in particular region and findings reveals that people who educated are
more aware of digital channel and prefer digital channels to buy different kinds of products.
Mostly Shopping goods are preferred by peoples and rise in buy convenience goods through
digital channel. Monthly income of people play important role to buy different kind of product
through digital channel and customer are satisfied with the products brought through digital
channel. This study is conducted in a particular region. Future scope of study to analysis the
impact of digital channels on customer purchase decision for a wider geographic area to obtain
more accurate results

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 REFERENCES

a) Bibliography

1. Company product broachers

2. Company data base

b) Online published material on World Wide Web (Alphabetically arranged bliography)

Company’s official website

www.cometdigital.in

QUESTIONNAIRE

To study the consumer behavior towards digital marketing solutions at Comet Digital
Marketing Pvt. Ltd in Pune

COMPANY NAME:-

NAME:- CONTACT NO:-

LOCATION: AGE: -

EMAIL-ID:- GENDER: -

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Q1) What is the mode of your business?
1. Online mode
2. Offline mode
3. Both

Q2) Are you aware about digital marketing activities?

1. Yes 2.No

Q3) Are you doing anything to promote your business online

1. Yes 2. No

Q4) For many years you are using Digital marketing activities?
1. Less than 1 year
2. One year but < 5 year
3. More than 5 years

Q5) What kinds of digital marketing do you engage in for your own business?
1. Search engine optimization (SEO)
2. Email marketing
3. Pay per click advertising (PPC)
4. Online advertising (excluding PPC)
5. Website
6. Social media marketing

Q6) Do you have proper website for your business?

1. Yes 2. No

Q7) If Yes then please provide the URL

Q8) If no, why?

Q9) What percentage of the overall marketing activity for your business is digital?
1. 0-20%
2. 21-40%
3. 41-60%
4. 61-80%
5. 81-100%

37
Q10) How effective do you consider Digital marketing activities for your business?
1. Extremely effective
2. Very effective
3. Quite effective
4. Not very effective
5. Not at all effective

Q11) Is digital marketing activities helping you in any of these ways?

1. Awareness
2. Lead generation
3. Both equally
4. None of them

Q12) How much do you currently spend (₹) on digital marketing activities for your business?
1. Nothing
2. Less then 10000/per annum
3. 11000-15000/per annum
4. 16000-20000/per annum
5. 21000-25000/per annum
6. Over 25000/per annum
Q13) Please rank these activities in terms of their importance to your own marketing in 2019?
(1- Not at all important, 2- slightly Important, 3- Important, 4- Fairly Important, 5- Very
Important)

1. Search engine optimization (SEO)

2. Email marketing
3. Pay per click advertising (PPC)
4. Website
5. Social media marketing
Q14) Are you aware about Comet Digital Marketing Pvt. Ltd.?
1) Yes 2. No

Q15) Any Suggestions?

A copy of the questionnaire needs to be attached here.

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a) List of Tables & Graphs

b) List of Photographs

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