A

RESEARCH PROJECT REPORT

ON
“THE EFFECTIVENESS OF INTERNET ADVERTISING ON
CONSUMER BEHAVIOUR”

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENTS

FOR THE AWARD OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED TO: SUBMITTED BY:

MANGALMAY INSTITUTE OF MANAGEMENT AND TECHNOLOGY

GREATER NOIDA (U.P)

DR. A P J ABDUL KALAM TECHNICAL UNIVERSITY

LUCKNOW
 CERTIFICATE

This is to certify that Mr. ABHISHEK SHARMA, University Roll No. ........... is a
regular student of MBA 2nd year, full time degree course at our institute. His Project
Report work titled, “THE EFFECTIVENESS OF INTERNET ADVERTISING ON
CONSUMER BEHAVIOUR” submitted as part of the curriculum for the award of the
degree of Master of Business Administration from Dr. A.P.J. ABDUL KALAM
TECHNICAL UNIVERSITY, LUCKNOW is an original work done by him. This work
has not been submitted earlier in any form partially or fully to this or any other
Institute/University for any degree or diploma.

Supervisor Head of Department

MBA DEPT. MANGALMAY INSTITUTE OF MANAGEMENT
AND TECHNOLOGY

CERTIFICATE

This is to certify that the report titled “COMPARATIVE STUDY OF CUSTOMERS

BUYING BEHAVIOURS OF TVS MOTORCYCLE WITH SPECIAL REFERENCE
TO DENI MOTORS” Being submitted by ABHISHEK SHARMA, Roll No. 1815270005,
in partial fulfillment of the requirements for the award of the degree of Master of Business
Administration, is a bonafide record of the project work done by ABHISHEK SHARMA of
MBA DEPT. MANGALMAY INSTITUTE OF MANAGEMENT AND TECHNOLOGY

Dr. MUNISH TIWARI Dr. TUSHAR KANTI

ASSOCIATE PROFESSOR DIRECTOR
 ACKNOWLEDGEMENT

Through this acknowledgement I express my sincere gratitude towards all those people
helped me in this project, which has been a learning experience.

This space wouldn’t be enough to extend my warm gratitude towards my project guide
Dr. AMIT KUMAR for his efforts in coordinating with my work and guidling in right
direction.

I escalate a heartfelt regards to our Institution Director Dr. TUSHAR KANTI for
giving me the essential hand in concluding this work.

It would be injustice to proceed without acknowledging those vital supports I received

from my beloved classmates and friends, without whom I would have been half done.

I also use this space to offer my sincere love to my parents and all others who had been
there, helping me walk through this work.

ABHISHEK SHARMA
 PREFACE

Advertisers are expected to shift and spend millions in internet advertising in the coming
years than TV, print ads and other traditional advertising media. With the rapid growth in
technology, the internet is becoming an important one stop point for consumers in finding
most of their needs. Be it communication, entertainment, shopping, information search,
internet serves as a panacea for all their requirements. Many consumers are online every
day for their personal work, but do they notice the ads, banners displayed on that web page
and most important their recall value. The current study investigated the effectiveness
of internet advertising on consumer behavior by conducting a case study of University
of Nairobi Students. The study sought to determine the effectiveness of internet advertising
on reach and creation of awareness; to establish the reliability of internet advertising
through recall; and to determine the relationship between internet advertising and
purchase decision.
The study used a case study research design. The target population was the University of
Nairobi students. The study used stratified sampling technique to select 100 study
respondents. The primary data was collected using questionnaires. Content analysis was
used to analyze qualitative data while the quantitative data was analyzed using descriptive
statistics using SPSS. Regression and Correlation analysis was used to show the
relationships among the variables. The data was presented through percentages, means,
standard deviations and frequencies. The study found that internet advertising was effective
on reach and creation of awareness due to diverse usage, and established that its reliability
as an advertising media was low compared to TV. Internet advertising has significant
relationship with purchase decision of the consumers and therefore is a key determinant in
influencing consumer behavior. The study determined that there is a positive relationship
between internet advertising and consumer purchase decision and further recommends that
companies should conduct a market research on the different markets in various countries
to ensure that the internet advertising initiatives being implemented suits the targeted
markets to improve product purchases.
 Lists of Tables

Table Title of the Table Page

No. No.
01 Mileage 50
02 Style 50
03 Power 51
04 Price 51
05 Brand 51
06 Spare parts 52
07 After sale service 52
08 Financing 52

List of Figures

Fig. Title of the Figure Page

No. No.
01 Do you own a bike ? 47
02 Which brands of bike are you aware of ? 48
03 Which slogan of bike affects you the most and of which brand? 49
04 Mileage 53
05 Style 54
06 Power 54
07 Price 55
08 Brand 55
 09 Spare parts 56
10 After sale service 56
11 Financing 57
12 Who influenced you while purchasing the bike? 58
13 Have you visited any TVS showroom? 59
14 If yes, what was the experience? 60
15 If No, why you have not visited the TVS showroom? 61
16 Do you know about the TVS bike? 62
17 If Yes, which brand of TVS motorbike? 63
18 Have you visited TVS dealership? 64
19 What have you like or dislike at TVS dealership? 65
20 Does celebrity endorsement affect the purchase of bike? 66
21 Which brand do you think is the most popular in the market? 67
22 If there is no price consideration which brand would you buy? 68

List of Symbols / Abbreviation

Symbols/ Explanation Page

Abbreviation No.
1. INTRODUCTION 4
1.1 Background of the study 5
1.2 Need and Significance of the study 31
1.3 Scope of the study 31
1.4 Statement of problem 31
1.5 Objectives of the study 32
1.6 Limitations of the study 32
 2. LITERATURE REVIEW 34
3. RESEARCH METHODOLOGY 39
3.1 Sample Size and Location 40
3.2 Research Design 40
3.3 Primary and Secondary Data 41
3.4 Sampling method 41
3.5 Sample Design 41
3.6 Instruments for Data Collection 41

4. DATA ANALYSIS AND INTERPRETATION 42

4.1 Research and Data Types 43
5. FINDING & DISCUSSIONS 45

6. SUGGESTION 69
7. SUMMARY AND CONCLUSIONS 71
7.1 Summary 72
7.2 Conclusion 73
BIBLIOGRAPHY 75
QUESTIONNAIRE 76