A STUDY ON CURRENT TRENDS IN INTERNET

MARKETING AND ITS IMPACT ON ONLINE BUYERS

Synopsis submitted in partial fulfillment of the requirements for the

Award of the degree o f

MASTER OF BUSINESS ADMINISTRATION

OF
BANGALORE UNIVERSITY

By

DENNY O.Y

19YUCMD049

Under The Guidance Of

‘Dr.Geevarathna’

Associate Professor

ACHARYA BANGALORE B SCHOOL

Bangalore University
2021
INTRODUCTION
Marketing is at the core of all business activities. Without marketing, organizations cannot sell and
without sales there is no revenue and without revenue people cannot run businesses. The World
Wide Web is a very diverse marketing platform used by most businesses for marketing all types
of products and services. Online marketing includes social marketing, word ads, banner ads, video
Advertisement etc. Like other forms of market, internet marketing has its benefits and pitfalls. The
ability to precisely target consumers and to measure the effectiveness of marketing strategies are
the major advantages of online marketing. On the internet the level of consumer exposure varies
greatly unlike traditional media like billboards, newspaper and television. Visibility is the primary
prerequisite for online marketing, traffic cannot increase if people don’t know about the company
and its products or services. Website marketing services increase website visibility by optimizing
and promoting the website.

NEED FOR THE STUDY

The study is aimed to know how the customers respond towards the current trends in the internet marketing.
This study also helps to know how various internet marketing variables such as price, product features,
advertising messages and corporate image affect the buyer. The study on internet marketing reveals to the
management about the taste, preference and choice of different people and so on. This study will help to
gain knowledge about the online shopping. In this context, the researcher felt that it is suitable to study the
market condition of internet marketing and how the costumers responds towards it.

STATEMENT OF PROBLEM
Internet Marketing has become more famous after involvement of latest technologies in businesses. It has
completely changed the old marketing methods and compelled marketers to stay connected with their
buyers or customers via internet for selling their products and services. Consequently, the marketers must
consider and analyses both advantages and disadvantages of digital marketing while planning the best
marketing and setting business goals. Why Due to high efficiency and effectiveness, Digital Marketing has
recognized by all business entities and now it is growing faster with every passing day. Soon, it will become
easier for small businesses to compete their large-scale competitors at the same platform. So internet
marketing has become a crucial need of small as well as large scale businesses in today’s digital
environment.

LITERATURE REVIEW
• J. Sridevi and K. Senthil Kumar 2017
The study on the emerging trends in online market point out the new digital tools ranging
from Web sites to wikis extensively for customer service, product development and
advertising online. The internet has become an essential medium for all the companies to
market their products & services. Online marketing is becoming increasingly important to
small business of all types. The studies also explores the various phases in the online
marketing mix strategies
• Joel Järvinen, Heini Taiminen. 2016.
The study on B2B content marketing offers the role of social media in B2B content
marketing and on the extent to which social media activities can be automated using new
technologies. Future research must also make a better use of online behavioral data.
Combining online behavioral data with other customer-specific information such as
purchasing histories may generate new knowledge on long-term customer relationships and
on customer profitability. Studies could also examine how various marketing stimuli and
content formats affect the online behaviors of customer profiles.
• Shannon Cummins, James W. Peltier, John A. Schibrowsky, Alexander Nill. 2014.
Their study on consumer behavior in the online context underscores a critical role in
informing marketers’ design of Web sites and other communication platforms for reaching,
informing and developing mutually beneficial relationships with consumers This research
stream shows the the role that social media will play in capturing the attention, motivating
search, engaging consumers and enhancing customer loyalty and how consumer behavior
theory can provide a theoretical and empirical foundation for developing effective mobile
marketing strategies and tactics.
• Dr. Simran Kaur, Ms. Nidhi Tandon, Ms. Shivani Malik 2018
Their study on impact on digital marketing in consumer buying behavior explores the grab
wide area of digital marketing in the highly competitive market It involve exploring
business model using digital technologies which reduces cost and expand business
 globally It is very important to know the psychology of the consumers in the dynamic
environment. Ever changing buying behavior of the consumers in the digitalized
world should be understood properly to make the business sustainable. The revolutionized
economy possesses many threats and challenges which are to be faced by the marketers
today. People should be made more aware regarding the advantages of digitalized
marketing. More efforts should be laid down to make digital marketing safe so that there
is an increase in the market size.
• Dr. S.Davidsoundararajan , 1 S.Harikaran 2016
The study on current trends in internet marketing towards online shopping shows the
customers response towards the digitalized business models. With the updated
technologies and increase in the usage of internet engagement, interconnectivity of
consumers is increasing day by day as a result of which consumer behavior changed and
organization should understand the behavior of consumer. The study also gain knowledge
on issues such as the primary factors influencing online shopping, buying opinion and ideas
of customers about the internet marketing.

INDUSTRIAL PROFILE OF INTERNET MARKETING

Internet marketing is increasingly becoming mandatory for businesses of all types. Customers
spend lots of time online every day, including checking email, browsing social media, using search
engines, and visiting websites .Consumers use a variety of online methods for finding, researching,
and eventually making purchasing decisions. Over 40% of consumers report that they first turn to
Google search when looking for a product or service, and 26% of consumers say they shop online
every week. However, traffic from social media pages and ads account for around 8% of
consumers discovering retail websites. You can take advantage of all these channels by creating
broad internet marketing platforms to help potential clients and customers find your business .This
is true even if your business is small and local. From 2015 to 2017, Google saw mobile "near me"
searches with some variation of "to buy" or "can I buy" grow by 500%—a figure likely to continue
rising.2 No matter what type of business you have or where you are located, investing in internet
marketing can help you build your business, connect with customers, and make sales.
OBJECTIVES OF THE STUDY
 To know and understand the current trends and tools being used in Internet Marketing

 To Study on Respondents Socio-Economic Status

 To Study on Respondents Satisfaction level of online shopping.

 To find out the various problems faced by the Respondents.

 To know the customers’ attitude towards the future of Internet Marketing

 To know the customers’ preference among the various Internet Marketing tools

SCOPE OF THE STUDY

The Internet era has thrown open a new pathway for today’s marketing. The Internet has made all traditional
modes of business outdated and generated amazing new possibilities in business By 2025 it is expected that
a majority of companies will have an online presence. In line with this, internet marketing is growing at a
very fast pace. Internet marketing is forging ahead on account of many reasons. It levels the playing field
and is more cost-effective. It increases conversion rates and therefore generates better revenues. Internet
marketing builds a brand reputation by increasing interaction with the target audience .As the number of
websites and web pages increases, so does the scope of internet marketing.

RESEARCH METHODOLOGY
• RESEARCH OBJECTIVE

This research is done to know and analyze the current trends going on in the arena of internet
marketing. What new and innovative tools the marketers are using with the aid of internet and
what does the customer think about the internet marketing and future of internet marketing.

• SOURCE OF DATA

The main sources of data are primary and secondary sources.

PRIMARY DATA : Questionnaire, Personal Interview

SECONDARY DATA : Journals, Websites, Articles

 • AREA OF STUDY

The study was conducted in the area of Bangalore city,

• SAMPLE SIZE

The Sample Size to be taken was 100 in order to get the more accurate result

• SAMPLING TECHNIQUE

The sampling done is Convenience Sampling, the respondents were mailed the questionnaire and
were requested to forward them to their referrals

• RESEARCH TOOL

The research tool which was used in the survey was the close ended questionnaire.

CHAPTER SCHEME

CHAPTER 1: INTRODUCTION

CHAPTER 2: REVIEW AND RESEARCH DESIGN

CHAPTER 3: COMPANY PROFILE

CHAPTER 4: DATA ANALYSIS AND INTERPRETATIONS

CHAPTER 5: SUMMARY OF FINDINGS, RECOMMENDATIONS AND

CONCLUSION

REFERENCES
• J. Sridevi and K. Senthil Kumar 2017 ‘Study on emerging trends in online market’
• Shannon Cummins, James W. Peltier, John A. Schibrowsky, Alexander Nill. 2014
‘Consumer behavior in the online context’
• Joel Järvinen, Heini Taiminen. 2016 ‘marketing automation on B2B context’
 • Dr. Simran Kaur, Ms. Nidhi Tandon, Ms. Shivani Malik 2018 ‘impact of digital market in
consumer buying behavior
• Dr. S.Davidsoundararajan , 1 S.Harikaran 2016 ‘Study on current trends in internet
marketing towards online shopping’

Signature of student: Signature of Guide:

Date: Date: