CHAPTER I

INTRODUCTION
1.1 Background

Online marketing, or online marketing, means using the internet to market and
sell goods and services. Yet, besides being a new platform for buying and selling,
internet has also become a new intermediary for companies to promote their
businesses. Online marketing, being different than traditional one, offers new ways of
interacting with customers and other stakeholders. Information and services that are
provided through online formats can be ‘pulled’ by users as needed, rather than
‘pushed’ to the interested and uninterested stakeholders. Because of this
characteristics and the high number of users, internet has become even more powerful
than traditional communication channels, such as TV, magazine, and radio. Marketing
is all about ascertaining consumer needs and satisfying them profitably. One of the
emerging branches of marketing is digital marketing that has changed the way in
which marketing is performed in yesteryears. It is a channel for advertising and
selling directly to the consumers, that has a global reach (Karjaluoto, 2015).
Online marketing is the use of social media platforms and websites to promote
a product or service (Felix, 2016). Although the terms e-marketing and digital
marketing are still dominant in academia, social media marketing is becoming more
popular for both practitioners and researchers. Most social media platforms have
built-in data analytics tools, which enable companies to track the progress, success,
and engagement of ad campaigns. Companies address a range of stakeholders through
social media marketing, including current and potential customers, current and
potential employees, journalists, bloggers, and the general public. On a strategic level,
social media marketing includes the management of a marketing campaign,
governance, setting the scope (e.g. more active or passive use) and the establishment
of a firm's desired social media "culture" and "tone." When using social media
marketing, firms can allow customers and Internet users to post user-generated
content (e.g., online comments, product reviews, etc.), also known as "earned media,"
rather than use marketer-prepared advertising copy (Shaltoni, 2016).

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 Online marketing is becoming a hot topic in every business sector, and
gradually plays a truly important role in any company’s multi-channel marketing
strategy. It uses the internet to deliver promotional marketing messages to consumers.
It includes email marketing, search engine marketing, social media marketing, many
types of display advertising (including web banner advertising), and mobile
advertising. Like other advertising media, online advertising frequently involves both
a publisher, who integrates advertisements into its online content, and an advertiser,
who provides the advertisements to be displayed on the publisher's content. Other
potential participants include advertising agencies that help generate and place the ad
copy, an ad server who technologically delivers the ad and tracks statistics, and
advertising affiliates who do independent promotional work for the advertiser
(Dahlen, 2010).

1.1.1 Tools of Online Marketing

Various tools are used in online marketing which are as follows:

i. Display advertising
Display advertising conveys its advertising message visually using text, logos,
animations, videos, photographs, or other graphics. Display advertisers frequently
target users with particular traits to increase the ads' effect (Stanton, 2014).

Web banner advertising

Web banners or banner ads typically are graphical ads displayed within a web
page. Banner ads can use rich media to incorporate video, audio, animations, buttons,
forms, or other interactive elements using Java applets, HTML5, Adobe Flash, and
other programs (Studlar, 2002).

Frame ad (traditional banner)

Frame ads were the first form of web banners. The colloquial usage of "banner
ads" often refers to traditional frame ads. Website publishers incorporate frame ads by
setting aside a particular space on the web page (Gifford, 2010).

Pop-ups/pop-unders
A pop-up ad is displayed in a new web browser window that opens above a
website visitor's initial browser window. A pop-under ad opens a new browser
window under a website visitor's initial browser window (Elliott, 2010).

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Floating ad
A floating ad, or overlay ad, is a type of rich media advertisement that appears
superimposed over the requested website's content. Floating ads may disappear or
become less obtrusive after a preset time period (Horovitz, 2009).

Expanding ad
An expanding ad is a rich media frame ad that changes dimensions upon a
predefined condition, such as a preset amount of time a visitor spends on a webpage,
the user's click on the ad, or the user's mouse movement over the ad. Expanding ads
allow advertisers to fit more information into a restricted ad space (Theresa, 2005).

Interstitial ad
An interstitial ad displays before a user can access requested content,
sometimes while the user is waiting for the content to load. Interstitial ads are a form
of interruption marketing (Devin, 2005).

Text ads
A text ad displays text-based hyperlinks. Text-based ads may display
separately from a web page's primary content, or they can be embedded by
hyperlinking individual words or phrases to advertiser's websites. Text ads may also
be delivered through email marketing or text message marketing (Altstiel, 2006).

Search Engine Marketing (SEM)

Search Engine Marketing, or SEM, is designed to increase a website's
visibility in search engine results pages (SERPs). Search engines provide sponsored
results and organic (non-sponsored) results based on a web searcher's query. Search
engines often employ visual cues to differentiate sponsored results from organic
results. Search engine marketing includes all of an advertiser's actions to make a
website's listing more prominent for topical keywords (Jansen, 2007).

Search Engine Optimization (SEO)

Search Engine Optimization, or SEO, attempts to improve a website's organic
search rankings in SERPs by increasing the website content's relevance to search
terms. Search engines regularly update their algorithms to penalize poor quality sites
that try to game their rankings, making optimization a moving target for advertisers.
Many vendors offer SEO services (Ward, 2011).

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Sponsored search
Sponsored search (also called sponsored links or search ads) allows advertisers
to be included in the sponsored results of a search for selected keywords. Search ads
are often sold via real-time auctions, where advertisers bid on keywords (Harris,
2014).

Social media marketing

Social media marketing is commercial promotion conducted through social
media websites. Many companies promote their products by posting frequent updates
and providing special offers through their social media profiles (Felix, 2016).

Mobile Advertising
Mobile advertising is ad copy delivered through wireless mobile devices such
as smartphones, feature phones, or tablet computers. Mobile advertising may take the
form of static or rich media display ads, SMS (Short Message Service) or MMS
(Multimedia Messaging Service) ads, mobile search ads, advertising within mobile
websites, or ads within mobile applications or games (such as interstitial ads,
“advergaming,” or application sponsorship) (Hoelzel, 2015).

Email Advertising
Email advertising is ad copy comprising an entire email or a portion of an
email message. Email marketing may be unsolicited, in which case the sender may
give the recipient an option to opt-out of future emails, or it may be sent with the
recipient's prior consent (Smith, 2007).

1.1.2 Benefits of Online Marketing

Internet gives a wide access to potential customers. It has been estimated that a
couple of billion people around the world use the internet, and more are becoming
aware of internet with each passing day. So, marketing a business to such a large
group of people is only possible through internet. Internet is the only medium that is
able to cross geographic and national boundaries. The cost of promoting a business on
the internet is cheaper than other mediums of marketing. This makes it easy for small
and mid-sized businesses to advertise their products. Internet allows the ability to stay
connected with customers on a real-time basis. If any discount going on, then it is
easier to send an email to customers and they can buy the product instantly. Internet
also allows to send multiple messages at the same time, which saves the tedious task

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of sending a newsletter to every client. Only marketing facilitates an instant feedback
from the customers. Customers can share about their experience after using the
product. Online marketing saves a lot of time and effort. Instead of having a customer
service representative to answer the queries of customers, one can put all the
information about the product or service on the internet so that customers can go
through it. Online marketing allows a business to be available 24/7, which means
increased sales and profits (Dilworht, 2007).
The customers are conscious about online marketing communication
activities. The efficiency of the online marketing communication tools, leading for
positive outcomes and attracting new visitors to the website, is affected mainly by
attributes toward these tools and the most important of those are ‘entertaining’ and
‘trustworthy’. Customers are not only conscious about online marketing
communication activities but also, consumers of all ages shop online (Efendioglu and
Igna, 2005).

1.1.3 Limitations of Online Marketing

Although, online marketing allows a wider reach, the start-up costs of a
website can be high. This includes the cost of the required software and hardware, and
maintenance costs. There are still a lot of customers who use the internet just for
having more information about a product and prefer to buy it in person. There are a
lot of customers who are not proficient in using the internet and focusing solely on
online marketing can cause a business to lose these customers. The rules of the trade
change rapidly in online marketing, and it requires constant attention and monitoring
to ensure that a business marketing strategy does not look out-of-date. The biggest
disadvantage of online marketing is its vulnerability to fraudulent activities. There are
a lot of illegitimate websites out there which look similar to original websites and rob
the customers of their money. Spamming is also one of the biggest challenges for
online marketing and confidential data can be easily stolen by hackers. Online
marketing lacks the human touch that is involved when a customer buys a product
from a salesperson. This hampers the prospects of relationship building which plays
an important part in repeat sales and word-of mouth publicity. Online marketing
depends heavily on technology, which is vulnerable to technical faults (Wozniak,
2018).

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 Although, there are some challenges involved in online marketing, it can be
safely said that online marketing has led to increased transparency and ease of buying
products. The need of the hour is to counter the challenges so that online marketing
proves to be truly beneficial for all. There are several ways and means of really
bringing out the very best in an online marketing strategy. Understanding how online
marketing works is of vital importance. Online marketing gives business owners the
freedom to advertise and promote their products or services and receive immediate
response. Business owners can reap the benefits of this method of marketing as it is
inexpensive and easy to start.

1.1.4 Effectiveness of Online Marketing

 Cost Effective: Advertising online offers one of the most cost effective
methods of marketing available in comparison with other mediums. Business
owners are able to create, deliver and execute an online marketing campaign to a
full spectrum of viewers, spending only what’s necessary in order to reap
maximum rewards later on.
 Online marketing allows for statistics to be measured more effectively and
easily and at a lower cost. Virtually all elements of an online marketing campaign
can be traced and tested in some way. Tracking and measuring can be done
almost instantaneously since online marketing encourages interaction by clicking
on the ad and visiting the website, as well as other target actions.
 Pay per Click Advertising is notably the most effective means of generating
immediate traffic, leads & sales to a website. Advantages of this form include
only paying when a user clicks on your ad. The source of traffic can be easily
tracked as well as identify which ads are achieving the best result in a campaign,
and target an audience more specifically.
 Online marketing campaigns can be implemented much faster than
traditional forms of advertising, reaching a targeted audience within a matter of
days and in some cases, hours.
 Online marketing provides a greater flexibility level whereby campaigns
can be altered to test new markets, evaluate new programmes and make changes
more specific to a targeted market.
 Search Engine Optimization (SEO) companies who specialize in helping
companies best market their products and services online can successfully place
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 them on the top or first page of major search engines and directories, such as
Google, Bing and Yahoo.
 Target Audience Closeness: Online advertising enables marketers to get
close to a targeted audience and remain that way. Internet consumers are growing
in numbers and staying online for longer periods. A complete marketing cycle
from A to Z can be achieved with online marketing offering the opportunity to
create an initial brand awareness right through to customer purchases. Since
internet consumers are adapting their lives to suit a variety of elements available
for them to do and use, online marketers are able to capitalize on providing these
opportunities.
Measuring marketing effectiveness poses numerous challenges due to the
‘multitude of possible metrics for assessing effectiveness’ (Gray, 2006). Effectiveness
is translated from a practical point of view, as ‘producing the required outputs and
outcomes’. And for top executives, the required outputs and outcomes are measurable
results from these sometimes risky and unpredictable initiatives, which are online
marketing investments.

1.2 Scope of the Study

The purpose of this study is to provide a better understanding on the practices
of online marketing communication tools. As using them will be crucial in the
following years for both, online retailers and traditional bricks-and-mortar businesses.
As the online marketing is gaining more attention and momentum in recent
times due to being more effective and less expensive way of reaching customers, a
better understating of the online customers is now at the forefront of marketers. While
considering the online marketing, the most active users of online media nowadays are
the young generations or mostly the students. The present study is based on
identifying the practice of online marketing that influences the customers. If the
contents of online marketing are relevant to the brand, they have the highest impact
on the customers. In addition, beneficial and popular contents in online marketing also
influence the customers' brand awareness. So, challenge for the marketers is to ensure
these characteristics in their online marketing efforts with a view to gain the brand
awareness of customers. This study focuses on the practice of online marketing that
affect the customers. Against such a backdrop, the researcher has decided to

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undertake a study that extends over a wide canvas entailing a comprehensive
examination of the practices of online marketing in Surkhet valley.

1.3 Objectives of the Study

The objectives of this study are as follows:

1. To identify the quality of product on online marketing.

2. To analyze the pricing of products on online marketing.

3. To find out the advertising of products on online marketing.

4. To identify the purchasing convenience of products on online marketing.

5. To assess the trend of warranty/guarantee of products on online marketing.

1.4 Research Questions of the Study

This study has tried to find out the answers of the following research
questions:

1. Is the product quality of a product advertised on online marketing effective?

2. Is the price of products advertised on online marketing effective?

3. What is the impact of advertising on the online marketing effective?

4. In what ways is the convenience of products advertised on online marketing

effective?

5. How effective is the warranty/guarantee of online products?

1.5 Conceptual Framework

A conceptual framework is an analytical tool with several variations and

contexts. It can be applied in different categories of work where an overall picture is
needed. It is used to make conceptual distinctions and organize ideas. Strong
conceptual frameworks capture something real and do this in a way that is easy to
remember and apply. This study has been carried out to find out the online marketing
practice in Surkhet valley. In this study, product quality, price, advertising,
convenience and warranty/guarantee have been taken as the independent variables
while effectiveness of online marketing has been taken as the dependent variable. On

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the basis of the objectives of the study, a conceptual framework has been developed
which is as follows:

Independent Variables
- Product quality Dependent Variable
- Price
- Advertising Online marketing
- Convenience
- Warranty/guarantee

Figure 1: Conceptual Framework

Product quality

Product quality means to incorporate features that have a capacity to meet

consumer needs (wants) and gives customer satisfaction by improving products
(goods) and making them free from any deficiencies or defects.

If a product fulfills the customer’s expectations, the customer will be pleased

and consider that the product is of acceptable or even high quality. If his or her
expectations are not fulfilled, the customer will consider that the product is of low
quality. This means that the quality of a product may be defined as “its ability to
satisfy the customer’s needs and expectations”. For pharmaceutical products,
parameters such as physical and chemical characteristics, medicinal effect, toxicity,
taste and shelf life may be important. For food products the parameters will include
taste, nutritional properties, texture, shelf life and so on (United Nations, 2006).

Price
Price is an amount that has to be paid or spent to buy or obtain something.
Cost of mobile phone is the amount that has to be paid or spent to buy obtain a mobile
phone.
Another category of switching behaviour relates to deceptive pricing where a
client is not given all the subsidiary charges and the final price is more than what the
client was quoted. For example, Sprint PCS has a plan of $39.99 USD and offers 4000
calling minutes. Initially, it appears that the consumer will only pay a penny per
minute. However, of the 4000 minutes, only 350 are anytime minutes and 3650 are
evening and weekend minutes. If the consumer exceeds the minutes in either time
period, there is an additional charge of 35 cents per minute. For most people, the

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primary calling period is during the day; so for a person who uses only 200 minutes,
the actual cost works out to 20 cents a minute and for one who uses 500 minutes, the
actual cost works out to 20 cents a minute and for one who uses 500 minutes in the
day, the average cost still works out to 18.5 cents per minute. Such hidden pricing
causes high churn since customers are prompted to switch as soon as another provider
offers a better deal. As mentioned earlier, high churn results in huge costs for the
service providers who have already invested in acquisition costs (Ayres and Nalebuff,
2006).

Advertising
Advertising is a form of communicating information, in persuasive purposes
for products (goods, services and ideas) by acknowledged sponsors through numerous
media.
The effects of advertising on consumer buying behaviour considering demand
for cosmetic products by residents in and around Nagarabhavi, Bangalore were
examined. Using a sample of 100 respondents of mostly the young, the study ran
regressions and found that advertising does influence expenses incurred on products
but much influence on the purchase of products results from one’s income or pocket
money available, and other factors like price of the product, the brand and other
people’s recommendation concerning the product. The study concluded that,
advertising satisfies the needs of the firm and the wishes of consumers. Its role cannot
be replaced by any other means. Therefore firms must strategize and know when and
where they should advertise. The consumers need to be informed about products and
until that is done, the products of firms will still be in stores with no demand for them
(Ampofo, 2014).

Convenience
Convenience is the state of being able to proceed with something without
difficulty. Convenient procedures, products and services are those intended to
increase ease in accessibility, save resources (such as time, effort and energy) and
decrease frustration.
One of the most obvious benefits of online shopping which cannot be
overlooked is convenience. One of the most enjoyable conveniences of online
shopping which is enjoyed by many is the ability to shop for products or services at a

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time which is convenient for the consumer. Online retailers accept orders twenty four
hours a day while consumers who wish to shop at traditional stores have to be
available to visit the store during normal business hours. This can be a major
inconvenience especially for shoppers who work long hours or shoppers who work
odd hours. Online shopping eliminates this concern because shoppers can simply
access online stores from their computer whenever they have free time available.
Another convenience of online shopping is the ability to order products from around
the world. Shoppers are no longer limited to products offered by local retailers
because the vast majority of online retailers offer shipping to many different
locations. This can make it easy for online shoppers to acquire hard to find items or
items which are a regional specialty of a particular area (Xu and Paulins, 2015).

Warranty/Guarantee
Warranty is a written guarantee, issued to the purchaser of an article by its
manufacturer, promising to repair or replace it if necessary within a specified period
of time.
Teng, Ho, and Shumar (2005) reported that the warranty of the product is
becoming an assurance of the product quality which ultimately increases the loyalty
of the customers with the companies. With the immense increase in the competition
between the manufacturers in the market, manufacturers have also incorporated the
product warranty as the differentiation strategy which differentiates its product with
the competitors. The study further investigated the classification of the warranty
returns which is the part of the reverse logistics in Supply Chain Management by
applying Discriminant Analysis and Logistics Regression Model, which helps the
Original Equipment Manufacturers (OEMs) to have the accurate information for
classifying the warranty returns which is helpful in minimization of costs that are
associated with the warranty returns and the maintaining.

1.6 Research Methodology

This section is concerned with formulating the plans and procedures,
measurement instrument development, methods for data collection, analysis and
interpretation. It deals with justification the methodology used for finding solutions to
the research problems. The strategy of sampling design (i.e. universe of population,
sampling frame, and sample selection technique and sample size) has also been
discussed. It also describes the participating organization and outlines the methods

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gathering the data, characteristics of data and statistical tools to be used to analyze the
data.

1.6.1 Research Design

Research design is a master plan specifying the methods and procedures for
collecting and analyzing the needed information. It consists of the structure for the
collection, measurement and analysis of the research data and aims at allocation of
limited resources for the crucial choices in the methodology. Research design includes
structure of the research problems and the plans of investigation in order to obtain
empirical evidences. The research design that the researcher adopted in this study was
the survey research design. Survey refers to the collection of data through different
methods such as interview or questionnaire. This method is widely used in research
process. With the help of survey, one can easily analyze the individuals' opinion on
certain topics. A survey may focus on opinions or factual information depending on
its purpose. All surveys involve administering questions to individuals. Survey
research design is an efficient method for systematically collecting data and
generalization the result. Therefore, this study adopted quantitative research design.

1.6.2 Population of Study

The target population for the study includes the customers of different
products who buy through online marketing.

1.6.3 Sampling Design

Sampling method is one of the important processes of sample selection during
survey. In statistics, sampling describes the process of selecting sample elements from
target population in order to conduct survey. In survey process, sampling helps to
describe and analyze the characteristics, attitudes of the target population. The
purpose of sampling is to secure representative groups which enable the researcher to
gain information about an entire population when faced with limitation of time, fund
and energy. Sample random sampling method was used to select the sample. The
information was collected from the customers of different products of online
marketing in Surkhet valley. The sample size was 70 customers of different brands of
products who purchase products through online marketing.
For this research purpose, both the primary and secondary sources were used
for data collection.

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i. Primary Source
Primary data have been collected using questionnaire. Survey research design
was selected to collect primary data on the basis of questionnaire.
ii. Secondary Source
Secondary data were collected different websites of online published journals,
articles, books, unpublished thesis. These were obtained through library, e-library and
different Google search engine.

1.6.6 Questionnaire Development

Questionnaire has been developed in Nepali and English language because all
the respondents were not to understand English language. Some questions were self-
developed and some have been adopted from previous researches. Most of the
questions have been formulated in close-ended patterns. All questions have been
formulated in multiple chose categories questionnaire. Out of them, 5 questions were
respondents profile questions and 20 were subject related questions.

1.6.7 Questionnaires Administration

Direct communication has been made with the respondents to collect
information and discuss about the survey work. Then the respondents were requested
to set the proper time for visit. Same size of the survey was 70 customers of different
products. Questionnaires were self-administered to the customers of different products
individually. Based on this, all the questions were self-filled up.

1.6.8 Data Analysis and Presentation

Preliminary cleaning and formatting is the first step in the data preparation.
For the analysis of data, frequency, percentages were used to describe the nature of
data. After analysis of each question, the figures have been shown in different table as
per the requirement of the subject matter.

1.7 Limitations of the Study

Today's world is dynamic. Everything existing here are of limited characters.

Every principle, role, formula and conditions are applied within limitations. Likewise,
this study cannot escape from limitations. Therefore, the limitations of this study are
as follows:

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1. This study was limited to only the customers of different products. Thus, the result
may not be applicable to other groups of customers.

2. The respondents were limited upto 70 only.

3. The data are collected from the customers of different products who purchase
through online marketing in Surkhet valley.

4. The study was based on the primary data which were collected from the customers
of different products of online marketing.

1.8 Organization of the Study

This study has been organized within the following chapters:

Chapter I: Introduction
Chapter I has included the background of the study, justification of the study,
objective of the study, research question of the study, conceptual framework of the
study, research methodology, limitations of the study and organization of the study.

Chapter II: Data Presentation and Analysis

Second chapter includes the presentation and analysis of data. This chapter
also includes the finding of the result.

Chapter III: Summary, Conclusion and Recommendations

Third chapter includes the summary, conclusion and recommendations.

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 CHAPTER II
PRESENTATION AND ANALYSIS OF DATA
This chapter includes data presentation, analysis of data and findings. The
demographic information of the customers and presentation of data is done using
tables, figures and percentages. This study used the primary data collected by the
questionnaires provided at annex. The questionnaires are asked with the customers of
different online products in Surkhet valley. The data are collected about the online
marketing practice. The data are presented and analyzed as follows:

2.1 Age Status of the Respondents

This question measured the age status of the respondents. To collect the
information from the respondents on age, 15-24 years, 25-34 years, 35-44 years and
45 years and above options are used. The following table shows the detail information
of the respondents about the basis of age status.

Table 1: Age Status of the Respondents

Variable Frequency Percent

15-24 25 35.71
25-34 34 48.57
35-44 7 10.00
45 years and above 4 5.71
Total 70 100.00
Source: Field Survey, 2076

Table 1 shows the age status of the respondents. Out of the total respondents,
35.71 percent were 15-24 years of age, 48.57 percent were 26-34 years of age, 10
percent were 35-44 years of age and 5.71 percent were 45 years and above of age. The
data shows that majority of the respondents were 25-34 years of age.

The above data have also been presented in figure as follows:

15
 40 34
25

Respondents
30

No. of
20
7
10 4
0
15-24 25-34 35-44 45 and above

Age Status of the Respondents

Figure 2: Age Status of the Respondents

2.2 Gender Status of the Respondents

This question measured the gender status of the respondents. To collect the
information from the respondents on gender, male and female options were used. The
following table shows the detail information of the respondents on the basis of gender.

Table 2: Gender Status of the Respondents

Variable Frequency Percent
Male 47 67.14
Female 23 32.86
Total 70 100
Source: Field Survey, 2076
Table 2 shows the gender status of the respondents. Out of the total
respondents, 67.14 percent were males and 32.86 percent of the respondents were
females. The data shows that there were more male than female respondents.
The gender of the respondents has also been presented in figure as follows:

Male
32.86% Female
67.14%

Figure 3: Gender Status of the Respondents

2.3 Educational Status of the Respondents

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 This question measured the educational status of the respondents. To collect
the information from the respondents about their educational status, secondary, higher
secondary, bachelor and master options were used. The following table shows the
detail information of the respondents about the basis of their educational status.

Table 3: Educational Status of the Respondents

Variable Frequency Percent

Secondary 3 4.29
Higher secondary 41 58.57
Bachelor 15 21.43
Master 11 15.71
Total 70 100.00
Source: Field Survey, 2076

Table 3 shows the educational status of the respondents. Out of the total
respondents, 4.29 percent were secondary level educated, 58.57 percent were higher
secondary level educated, 21.43 percent were bachelor level passed and 15.71 percent
were master level passed. The data shows that majority of the respondents were
higher secondary level passed.

The above data have also been presented in figure as follows:

50 41
40
Respondents
No. of

30
20 15
11
10 3
0
Secondary Higher Bachelor Master
Secondary

Educational Status of the Respondents

Figure 4: Educational Status of the Respondents

2.4 Occupational Status of the Respondents

This question measured the occupation of the respondents. To collect the
information from the respondents on their occupational status, service, self-
employment, business and student options were used. The following table shows the
detail information of the respondents on the basis of their occupational status.

Table 4: Occupational Status of the Respondents

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 Variable Frequency Percent
Service 1 1.43
Self-employment 6 8.57
Business 26 37.14
Student 37 52.86
Total 70 100.00
Source: Field Survey, 2076

Table 4 shows occupational status of the respondents. Out of the total

respondents, 1.43 percent had service, 8.57 percent were self employed, 37.14 percent
had business and 52.86 percent were students. The data shows that majority of the
respondents were students.

The above data have also been presented in figure as follows:

40 37
35
30 26
Respondents

25
No. of

20
15
10 6
5 1
0
Job Service Self- Students
employed

Occupational Status of the Respondents

Figure 5: Occupational Status of the Respondents

2.5 Monthly Income of the Respondents

This question measured the monthly income of the respondents. To collect the
information from the respondents on their monthly income, less than Rs. 10,000, Rs.
11,000-Rs. 20,000, Rs. 21,000-Rs. 30,0000 and Rs. 31,000 and above options were
used. The following table shows the detail information of the respondents on the basis
of their monthly income.

Table 5: Monthly Income of the Respondents

Variable Frequency Percent
Less than Rs. 10,000 11 15.71
Rs. 11,000-Rs. 20,000 28 40.00
Rs. 21,000-Rs. 30,000 22 31.43
Rs. 31,000 and above 9 12.86
Total 74 100.00

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Source: Field Survey, 2076

Table 5 shows the monthly income of the respondents. Out of the total
respondents, 15.71 percent earn less than Rs. 10,000, 40 percent earn Rs. 11,000-Rs.
20,000, 31.43 percent earn Rs. 21,000-Rs. 30,000 and the monthly income of 12.86
percent of the respondents is Rs. 31,000 and above. The data shows that majority of
the respondents' monthly income was Rs. 11,000-Rs. 20,000.

2.6 Quality of Products Usually Purchased through Online Media

This question measured the quality of products usually purchased through
online media. To collect the information from the respondents on the quality of
products they usually purchase through online media, branded, healthy, cheap and
qualitative options were used. The following table shows the detail information of the
respondents on the basis of the quality of products they usually purchase through
online media.

Table 6: Quality of Products Usually Purchased through Online Media

Variable Frequency Percent

Branded 37 52.86
Healthy 9 12.86
Cheap and qualitative 21 30.00
Others 3 4.29
Total 70 100.00
Source: Field Survey, 2076

Table 6 shows the quality of products usually purchased through online media.
Out of the total respondents, 52.86 percent usually purchase branded products, 12.86
usually purchase healthy products, 30 percent usually purchase cheap and qualitative
products and 4.29 percent usually purchase other products through online media. The
data shows that majority of the respondents purchase branded products through online
media.

The above data have also been presented in figure as follows:

19
 37
40
21

Respondents
30

No. of
20
9 3
10
0
Branded Healthy Cheap and Others
Qualit.
Quality of Products Purchased through Online M edia

Figure 6: Quality of Products Usually Purchased through Online Media

2.7 Effects of Quality of Products on Online Media on Customer

Awareness

This question measured the effects of quality of products on online media on

customer awareness. To collect the information on the effects of quality of products
on online media on customer awareness, strongly affect, affect, neutral, does not
affect and does not affect at all options were used. The following table shows the
detail information of the respondents on the basis of the effects of quality of products
on online media on customer awareness.

Table 7: Effects of Quality of Products on Online Media on Customer Awareness

Variable Frequency Percent

Strong effects 18 25.71
Less effects 41 58.57
No effects 11 15.71
Total 70 100.00
Source: Field Survey, 2076

Table 7 shows the effects of quality of products on online media on customer

awareness. Out of the total respondents, 25.71 percent said that the quality of products
on online media has strong effects, 58.57 percent said that the quality of products
advertised on online media has less effects and 15.71 percent said that the quality of
products on online media has no effects on customer awareness. The data shows that
majority of the respondents said that the quality of products on online media has less
effects on customer awareness.

The above data have also been presented in figure as follows:

20
 50 41
40

Respondents
30 18

No. of
20 11
10
0
Strong Less No Effects
Effects of Quality of Products

Figure 7: Effects of Quality of Products on Online Media on Customer

Awareness

2.8 Perception on Impacts of Quality of Products on Online Media on

Customer Awareness

This question measured the perception of respondents on the influence of

quality of products on online media on customer awareness. To collect the
information on the perception of respondents on impacts of quality of products on
online media on customer awareness, strongly agree, agree, neutral, disagree and
strongly disagree options were used. The following table shows the detail information
of the respondents on the basis of the perception on the impacts of quality of products
on online media on customer awareness.

Table 8: Perception on Impacts of Quality of Products on Online Media on

Customer Awareness

Variable Frequency Percent

Strongly agree 13 18.57
Agree 39 55.71
Neutral 7 10.00
Disagree 6 8.57
Strongly disagree 5 7.14
  70 100.00
Source: Field Survey, 2076

Table 8 shows the perception of the respondent son the impacts of quality of
products on online media on customer awareness. Out of the total respondents, 18.57
percent strongly agreed, 55.71 percent agreed, 10 percent were neutral, 8.57 percent
disagreed and 7.14 percent strongly disagreed that the quality of products on online
media has impacts on customer awareness. The data shows that majority of the
21
respondents agreed that the quality of products on online media has impacts on
customer awareness.

2.9 Satisfaction towards the Quality of Products on Online Media

This question measured satisfaction of respondents towards the quality of

products on online media. To collect the information from the respondents on the
satisfaction towards the quality of products on online media, highly satisfied,
satisfied, neutral, dissatisfied and highly dissatisfied options were used. The following
table shows the detail information of the respondents on the basis of the satisfaction
towards the quality of products on online media.

Table 9: Satisfaction towards the Quality of Products on Online Media

Variable Frequency Percent

Highly satisfied 15 21.43
Satisfied 35 50.00
Neutral 9 12.86
Dissatisfied 4 5.71
Highly dissatisfied 7 10.00
Total 70 100.00
Source: Field Survey, 2076

Table 9 shows the satisfaction of the respondents towards the quality of

products on online media. Out of the total respondents, 21.43 percent were highly
satisfied, 50 percent were satisfied, 12.56 percent were neutral, 5.71 percent were
dissatisfied and 10 percent were dissatisfied towards the quality of products on online
media. The data shows that majority of the respondents were satisfied with the quality
of products on online media.

2.10 Perceptions towards the Price of Products on Online Media

This question was designed to measure the perception of respondents towards
the price of products on online media. To collect the information on perceptions of
respondents towards the price of products on online media, easily affordable,
affordable and expensive options were used. The following table shows the detail
information of the respondents on the basis of the perceptions towards the price of
products on online media.

22
Table 10: Perceptions towards the Price of Products on Online Media
Variable Frequency Percent
Easily affordable 16 22.86
Affordable 33 47.14
Expensive 21 30.00
Total 70 100.00
Source: Field Survey, 2076

Table 10 shows the perception towards the price of products on online media.
Out of the total respondents, 22.86 percent said that the price of product on online
media is easily affordable, 47.14 percent said that the price of product on online
media is affordable and 30 percent said that the price of product on online media is
expensive. The data shows that majority of the respondents said that the price of
product on online media is affordable.

The above data have also been presented in figure as follows:

33
35
30 21
Respondents

25 16
No. of

20
15
10
5
0
Easily Affordable Expensive
Affordable
Price of Products on Online M edia

Figure 8: Perceptions towards the Price of Products on Online Media

2.11 Impacts of Price of Products on Online Media on Customer

Awareness
This question was designed to measure the impacts of price of products on
online media on customer awareness. To collect the information on the impacts of
price of products on online media on customer awareness, strongly agree, agree,
neutral, disagree and strongly disagree options were used. The following table shows
the detail information of the respondents on the basis of the impacts of price of
products on online media on customer awareness.

Table 11: Impacts of Price of Products on Online Media on Customer Awareness

23
 Variable Frequency Percent
Strongly agree 13 18.57
Agree 37 52.86
Neutral 9 12.86
Disagree 6 8.57
Strongly disagree 5 7.14
 Total 70 100.00
Source: Field Survey, 2076

Table 11 shows the impacts of price of products on social media on customer

awareness. Out of the total respondents, 18.57 percent strongly agreed, 52.86 percent
agreed, 12.86 percent were neutral, 8.57 percent disagreed and 7.14 percent strongly
disagreed that price of products advertised on online media has impacts on customer
awareness. The data shows that majority of the respondents agreed that price of
products advertised on online media has impacts on customer awareness.

2.12 Types of Impacts of Price of Products on Online Media on

Customer Awareness
This question was designed to measure the types of impacts of price of
products on online media on customer awareness. To collect the information on the
types of impacts of price of products on online media on customer awareness, low
price attracts customers, customers like high quality in low price and all customers are
not able to pay for high price options were used. The following table shows the detail
information of the respondents on the basis of types of impacts of price of products on
online media on customer awareness.

Table 12: Types of Impacts of Price of Products on Online Media on Customer

Awareness

Variable Frequency Percent

Low price attracts customers 20 28.57
Customers like high quality in low price 31 44.29
All customers are not able to pay for high price 19 27.14
Total 70 100.00
Source: Field Survey, 2076

Table 12 shows the types of impacts of price of products on online media on

customer awareness. Out of the total respondents, 28.57 percent said that low price of
products advertised on online media attracts customers, 44.29 percent said that

24
customers like high quality in low price and 27.14 percent said that all customers are
not able to pay for high price of products advertised on online media. The data shows
that majority of the respondents said that customers like high quality in low price.

2.13 Awareness towards the Price of Products on Online Media

This question was designed to measure the awareness of the respondents
towards the price of products on online media. To collect the information on the
awareness towards the price of products on online media, highly aware, aware and not
aware options were used. The following table shows the detail information of the
respondents on the basis of the awareness towards the price of products on online
media.

Table 13: Awareness towards the Price of Products on Online Media

Variable Frequency Percent
Highly aware 13 18.57
Aware 46 65.72
Not aware 11 15.71
Total 70 100.00
Source: Field Survey, 2076

Table 13 shows the awareness of the respondents towards the price of products
on online media. Out of the total respondents, 18.57 percent were highly aware, 65.72
percent were aware and 15.71 percent were not aware towards the price of products
on online media. The data shows that majority of the respondents were aware towards
the price of products on online media.

2.14 Consulting Others before Purchasing a Product through Online

Media
This question was designed to measure consulting others before purchasing a
product through online media. To collect the information on the consulting of others
before purchasing a product through online media, sometimes, always, often and
never options were used. The following table shows the detail information of the
respondents on the basis of consulting others before purchasing a product advertised
on online media.

Table 14: Consulting Others before Purchasing a Product through Online Media
Variable Frequency Percent

25
 Sometimes 19 27.14
Always 30 42.86
Often 10 14.29
Never 11 15.71
Total 70 100.00
Source: Field Survey, 2076

Table 14 shows the consultation with other before purchasing a product

advertised through online. Out of the total respondents, 27.14 percent sometimes
consulted others, 42.86 percent always consulted others, 14.29 percent often consulted
others and 15.71 percent never consulted others before purchasing a product through
online media. The data shows that majority of the respondents always consulted
others before purchasing a product through online media.

The above data have also been presented in figure as follows:

30
30
25 19
Respondents

20
No. of

15 10 11
10
5
0
Sometimes Always Often Never

Consulting Others

Figure 9: Consulting Others before Purchasing a Product through Online Media

2.15 Seeing Advertisement of Products on Online Media

This question was designed to measure seeing of advertisement of products on
online media. To collect the information on seeing of advertisement of products on
online media, very often, often, sometimes and never options were used. The
following table shows the detail information of the respondents on seeing of
advertisement of products on online media.
Table 15: Seeing Advertisement of Products on Online Media
Variable Frequency Percent
Very often 10 14.29
Often 13 18.57
Sometimes 36 51.43
Never 11 15.71
Total 70 100.00
Source: Field Survey, 2076

26
 Table 15 shows the responses on seeing advertisement of products on online
media. Out of the total respondents, 14.29 percent very often see the advertisement of
products on online media, 18.57 percent often see the advertisement of products on
online media, 51.43 percent sometimes see advertisement of products on online media
and 15.71 percent never see the advertisement of products on online media. The data
shows that majority of the respondents sometime see advertisement of products on
online media.

The above data have also been presented in figure as follows:

40 36

30
Respondents
No. of

20 13
10 11
10

0
Very Often Often Sometimes Never

Seeing Advertisement on Online Media

Figure 10: Seeing Advertisement of Products on Online Media

2.16 Purchasing Products on the Basis of Advertisement on Online

Media
This question was designed to measure the purchasing of products on the basis
of advertisement on online media. To collect the information on purchasing the
products on the basis of advertisement on online media, sometimes, often and never
options were used. The following table shows the detail information of the
respondents on purchasing products on the basis of advertisement on online media.
Table 16: Purchasing Products on the Basis of Advertisement on Online Media
Variable Frequency Percent
Sometimes 31 44.29
Often 28 40.00
Never 11 15.71
Total 70 100.00
Source: Field Survey, 2076

Table 16 shows the purchase of products on the basis of advertisement on

online media. Out of the total respondents, 44.29 percent sometimes purchase
products online, 40 percent often purchase products online and 15.71 percent never

27
purchase products on the basis of advertisement on online media. The data shows that
majority of the respondents sometimes purchase products on the basis of
advertisement on online media.

The above data have also been presented in figure as follows:

Sometimes

15.71% Often
Never
44.29%

40%

Figure 11: Purchasing Products on the Basis of Advertisement on Online Media

2.17 Consideration of Advertisement While Purchasing Products

Online
This question was designed to measure the consideration of advertisement
while purchasing products online. To collect the information on the consideration of
advertisement while purchasing products online, yes and no options were used. The
following table shows the detail information of the respondents on the consideration
of advertisement while purchasing products online.
Table 17: Consideration of Advertisement While Purchasing Products Online
Variable Frequency Percent
Yes 59 84.29
No 11 15.71
Total 70 100.00
Source: Field Survey, 2076

Table 17 shows the consideration of advertisement while purchasing products.

Out of the total respondents, 84.29 percent consider advertisement while purchasing
products online and 15.71 percent do not consider advertisement while purchasing
products online. The data shows that majority of the respondents do not consider
advertisement while purchasing products online.

The above data have also been presented in figure as follows:

28
 Yes
No
15.71%

84.29%

Figure 12: Consideration of Advertisement While Purchasing Products Online

2.18 Perception on the Effects of Advertisement on Online Media on

Customer Awareness
This question was designed to measure the perception of respondents on the
effects of advertisement on online media on customer awareness. To collect the
information on the perception of respondents on the effects of advertisement on online
media on customer awareness, strongly agree, agree, neutral, disagree and strongly
disagree options were used. The following table shows the detail information of the
respondents on the perception on the effects of advertisement on online media on
customer awareness.
Table 18: Perception on the Effects of Advertisement on Online Media on
Customer Awareness
Variable Frequency Percent
Strongly agree 18 25.71
Agree 32 45.71
Neutral 9 12.86
Disagree 7 10.00
Strongly disagree 4 5.71
  70 100.00
Source: Field Survey, 2076

Table 18 shows the perception of the respondents on the effects of advertisement

on online media on customer awareness. Out of the total respondents, 25.71 percent
strongly agreed, 45.71 percent agreed, 12.86 percent were neutral, 10 percent
disagreed and 5.71 percent strongly disagreed that advertisements on online media has
impacts on customer awareness. The data shows that majority of the respondents
agreed that advertisement on online media has impacts on customer awareness.

29
2.19 Convenience of Products on Online Media
This question measured the convenience of products on online media. To
collect the information on convenience of products on online media, very convenient,
convenient, not so convenient and not convenient at all options were used. The
following table shows the detail information of the respondents on convenience of
products on online media.
Table 19: Convenience of Products on Online Media

Variable Frequency Percent

Very convenient 25 35.72
Convenient 34 48.57
Not convenient 11 15.71
Total 70 100.00
Source: Field Survey, 2076

Table 19 shows the convenience of products on online media. Out of the total
respondents, 35.72 percent said that the products on online media are very convenient,
48.57 percent said that the products on online media are convenient and 15.71 percent
said that the products on online media are not convenient. The data shows that
majority of the respondents said that the products on online media are convenient.

The above data have also been presented in figure as follows:

Very Convenient

15.71% Convenient
35.72% Not Convenient

49%

Figure 13: Convenience of Products on Online Media

2.20 Accessibility of Products on Online Media

This question was designed to measure the accessibility of products on online
media. To collect the information on accessibility of products on online media, yes
and no options were used. The following table shows the detail information of the
respondents on accessibility of products on online media.
30
Table 20: Accessibility of Products on Online Media
Variable Frequency Percent
Yes 59 84.29
No 11 15.71
Total 70 100.00
Source: Field Survey, 2076

Table 20 shows the accessibility of products on online media. Out of the total
respondents, 84.29 percent said that the products on online media are accessible and
15.71 percent said that the products on online media are not accessible. The data
shows that majority of the respondents said that the products on online media are
accessible.

The above data have also been presented in figure as follows:

Yes
No
15.71%
84.29%

Figure 14: Accessibility of Products Advertised on Online Media

2.21 Importance of Convenience of Online Media on Customer
Awareness
This question measured the importance of convenience of online media on
customer awareness. To collect the information on the importance of convenience of
online media on customer awareness, very important, important and not so important
options were used. The following table shows the detail information of the
respondents on the importance of convenience of online media on customer
awareness towards a product.
Table 21: Importance of Convenience of Online Media on Customer Awareness
Variable Frequency Percent
Very important 23 32.86
Important 36 51.43
Not so important 11 15.71

31
 Total 70 100.00
Source: Field Survey, 2076

Table 21 shows the importance of convenience of online media on customer

awareness. Out of the total respondents, 32.86 percent said that convenience is very
important, 51.43 percent said that the convenience is important and 15.71 percent said
that the convenience of online media is not so important on customer awareness
towards a product. The data shows that majority of the respondents said that the
convenience is important on brand awareness towards a product.

The above data have also been presented in figure as follows:

Very Important

15.71% Imprtant
32.86% Not Important

51%

Figure 15: Importance of Convenience of Online Media on Customer Awareness

2.22 Effects of Convenience on Customer Awareness towards a
Product
This question measured the effects of convenience on customer awareness
towards a product. To collect the information on effects of convenience of customer
awareness towards a product, strongly agree, agree, neutral, disagree and strongly
disagree options were used. The following table shows the detail information of the
respondents on effects of convenience on customer awareness towards a product.
Table 22: Effects of Convenience on Customer Awareness towards a Product
Variable Frequency Percent
Strongly agree 20 28.57
Agree 32 45.71
Neutral 7 10.00
Disagree 5 7.14
Strongly disagree 6 8.57
Total 70 100.00
Source: Field Survey, 2076

32
 Table 22 shows the effects of convenience on customer awareness towards a
product. Out of the total respondents, 45.71 percent strongly agreed, 45.71 percent
agreed, 10 percent were neutral, 7.14 percent disagreed and 8.57 percent strongly
disagreed that convenience has impacts on customer awareness towards a product.
The data shows that majority of the respondents agreed that convenience has impacts
on customer awareness towards a product.

2.23 Type of Warranty on Online Products

This question was designed to measure the type of warranty on online

products. To collect the information regarding the type of warranty on online
products, replacement, after sales service, cash discount and others options were used.
The following table shows the information of the respondents based on the type of
warranty on online products.

Table 23: Type of Warranty on Online products

Variable Frequency Percent

Replacement 38 54.29
After sales service 12 17.14
Cash discount 9 12.86
Don't know 11 15.71
Total 70 100.0
Source: Filed Survey, 2076

Table 23 shows the type of warranty on online products. Out of the total
respondents, 54.29 percent had received the warranty of replacement on online
products, 17.14 percent had received the warranty of after sales service, 16 percent
had received cash discount and 15.71 percent don't know about the warranty on online
products. The data shows that majority of the respondents had received the warranty
of replacement service on the purchase of online products.

The above data have been presented in figure as follows:

33
 38
40

Respondents
30

No. of
20 11
12 9
10
0
Replacement After Sales Cash Don't Know
Service Discount

Warranty on Online Purchase

Figure 16: Type of Warranty on Online products

2.24 Impacts of Warranty/Guarantee of Online Products on

Customer Purchase Behaviour

This question was designed to measure the impacts of warranty/guarantee of

online products on purchase behavior of customers. To collect the information
regarding the impacts of warranty/guarantee of online products on customer purchase
behaviour, yes and no options were used. The following table shows the information
of the respondents based on the impacts of warranty/guarantee on brand switching
behavior.

Table 24: Impacts of Warranty/Guarantee on Customer Purchase Behaviour

Variable Frequency Percent

Yes 59 84.29
No 11 15.71
Total 70 100.0
Source: Filed Survey, 2019

Table 24 shows the impacts of warranty/guarantee on the customer purchase

behaviour. Out of the total respondents, 84.29 percent said that warranty/guarantee
has impacts on customer purchase behaviour and 15.71 percent said that
warranty/guarantee has no impact on customer purchase behaviour. The data shows
that majority of the respondents said that warranty/guarantee has impacts on customer
purchase behaviour of customers.

The above data have been presented in figure as follows:

34
 Yes
No
15.71%
84.29%

Figure 17: Impacts of Warranty/Guarantee on Customer purchase behaviour

2.25 Agreement on Impacts of Warranty/Guarantee of Online

Products on Customer Purchase Behaviour

This question measured the agreement of respondents on the impacts of

warranty/guarantee on customer purchase behaviour. To collect the information
regarding the impacts of warranty/guarantee on customer purchase behaviour,
strongly agree, agree, neutral, disagree and strongly disagree options were used. The
following table shows the information of the respondents based on the impacts of
warranty/guarantee on customer purchase behaviour.

Table 25: Agreement on Impacts of Warranty/Guarantee of Online Products on

Customer purchase behaviour

Variable Frequency Percent

Strongly agree 21 30.00
Agree 29 41.43
Neutral 9 12.86
Disagree 7 10.00
Strongly disagree 4 5.71
Total 70 100.0
Source: Filed Survey, 2076

Table 25 shows the impacts of availability on customer purchase behaviour of

customers. Out of the total respondents, 30 percent strongly agreed, 41.43 percent
agreed, 12.86 percent were neutral, 10 percent disagreed and 5.71 percent strongly
disagreed that warranty/guaranteed of online products have impacts on customer
purchase behaviour of customers. The data shows that majority of the respondents

35
agreed that warranty/guarantee of online products have impacts on customer purchase
behaviour of customers.

2.26 Findings

On the basis of the presentation and analysis of data, the following findings
have been drawn:

1. The study found that 35.71 percent of the respondents were 15-24 years of age,
48.57 percent were 26-34 years of age, 10 percent were 35-44 years of age and
5.71 percent were 45 years and above of age. It can be found that majority of the
respondents were 25-34 years of age.

2. Out of the total respondents, 67.14 percent were males and 32.86 percent of the
respondents were females. It has been found that there were more male than
female respondents.
3. In this study, 4.29 percent of the respondents were secondary level educated,
58.57 percent were higher secondary level educated, 21.43 percent were
bachelor level passed and 15.71 percent were master level passed. It has been
found that majority of the respondents were higher secondary level passed.

4. Out of the total respondents, 1.43 percent had service, 8.57 percent were self
employed, 37.14 percent had business and 52.86 percent were students. It can be
found that majority of the respondents were students.

5. Among the total respondents, 15.71 percent earn less than Rs. 10,000, 40
percent earn Rs. 11,000-Rs. 20,000, 31.43 percent earn Rs. 21,000-Rs. 30,000
and the monthly income of 12.86 percent of the respondents is Rs. 31,000 and
above. It has been found that majority of the respondents' monthly income was
Rs. 11,000-Rs. 20,000.

6. The study found that 52.86 percent usually purchase branded products, 12.86
usually purchase healthy products, 30 percent usually purchase cheap and
qualitative products and 4.29 percent usually purchase other products through
online media. It can be found that majority of the respondents purchase branded
products through online media.

7. Among the total respondents, 25.71 percent said that the quality of products
advertised on online media has strong effects, 58.57 percent said that the quality

36
 of products advertised on online media has less effects and 15.71 percent said
that the quality of products advertised on online media has no effects on
customer awareness. It has been found majority of the respondents said that the
quality of products advertised on online media has less effects on customer
awareness.

8. In this study, 18.57 percent of the respondents strongly agreed, 55.71 percent
agreed, 10 percent were neutral, 8.57 percent disagreed and 7.14 percent
strongly disagreed that the quality of products advertised on online media has
impacts on customer awareness. It can be understood that the quality of products
advertised on online media has impacts on customer awareness.

9. Out of the total respondents, 21.43 percent were highly satisfied, 50 percent
were satisfied, 12.56 percent were neutral, 5.71 percent were dissatisfied and 10
percent were dissatisfied towards the online media advertisement of quality of
products. It has been found that majority of the respondents were satisfied with
the online media advertisement of quality of products.

10. The study found that 22.86 percent said that the price of product advertised on
online media is easily affordable, 47.14 percent said that the price of product
advertised on online media is affordable and 30 percent said that the price of
product advertised on online media is expensive. It can be found that majority of
the respondents said that the price of product advertised on online media is
affordable.

11. Among the total respondents, 18.57 percent strongly agreed, 52.86 percent
agreed, 12.86 percent were neutral, 8.57 percent disagreed and 7.14 percent
strongly disagreed that price of products advertised on online media has impacts
on customer awareness. It can be found that majority of the respondents agreed
that price of products advertised on online media has impacts on customer
awareness.

12. Out of the total respondents, 28.57 percent said that low price of products
advertised on online media attracts customers, 44.29 percent said that customers
like high quality in low price and 27.14 percent said that all customers are not
able to pay for high price of products advertised on online media. It can be

37
 found that majority of the respondents said that customers like high quality in
low price.

13. The study found that 18.57 percent of the respondents were highly aware, 65.72
percent were aware and 15.71 percent were not aware towards the price of
products advertised on online media. It has been found that majority of the
respondents were aware towards the price of products advertised on online
media.

14. Among the total respondents, 27.14 percent sometimes consulted others, 42.86
percent always consulted others, 14.29 percent often consulted others and 15.71
percent never consulted others before purchasing a product through online
media. It can be found that majority of the respondents always consulted others
before purchasing a product through online media.

15. Out of the total respondents, 14.29 percent very often see the advertisement of
products on online media, 18.57 percent often see the advertisement of products
on online media, 51.43 percent sometimes see advertisement of products on
online media and 15.71 percent never see the advertisement of products on
online media. It can be found that majority of the respondents sometime see
advertisement of products on online media.

16. In this study, 44.29 percent of the respondents sometimes purchase products
online, 40 percent often purchase products online and 15.71 percent never
purchase products on the basis of advertisement on online media. It can be
found that majority of the respondents sometimes purchase products on the basis
of advertisement on online media.

17. Out of the total respondents, 84.29 percent consider advertisement while
purchasing products online and 15.71 percent do not consider advertisement
while purchasing products online. It has been found that majority of the
respondents do not consider advertisement while purchasing products online.

18. The study found that 25.71 percent of the respondents strongly agreed, 45.71
percent agreed, 12.86 percent were neutral, 10 percent disagreed and 5.71
percent strongly disagreed that advertisements on online media has impacts on
customer awareness. It can be understood that advertisement on online media
has impacts on customer awareness.

38
19. Among the total respondents, 35.72 percent said that the products on online
media are very convenient, 48.57 percent said that the products on online media
are convenient and 15.71 percent said that the products on online media are not
convenient. It has been found that majority of the respondents said that the
products on online media are convenient.

20. The study found that 84.29 percent of the respondents said that the products on
online media are accessible and 15.71 percent said that the products on online
media are not accessible. It can be found that majority of the respondents said
that the products on online media are accessible.

21. Among the total respondents, 32.86 percent said that convenience is very
important, 51.43 percent said that the convenience is important and 15.71
percent said that the convenience of online media is not so important on
customer awareness towards a product. It can be found that majority of the
respondents said that the convenience is important on brand awareness towards
a product.

22. Out of the total respondents, 45.71 percent strongly agreed, 45.71 percent
agreed, 10 percent were neutral, 7.14 percent disagreed and 8.57 percent
strongly disagreed that convenience has impacts on customer awareness towards
a product. It can be understood that convenience has impacts on customer
awareness towards a product.

23. The study found that 54.29 percent of the respondents had received the warranty
of replacement on online products, 17.14 percent had received the warranty of
after sales service, 16 percent had received cash discount and 15.71 percent
don't know about the warranty on online products. It has been found that
majority of the respondents had received the warranty of replacement service on
the purchase of online products.

24. Out of the total respondents, 84.29 percent said that warranty/guarantee has
impacts on customer purchase behaviour and 15.71 percent said that
warranty/guarantee has no impact on customer purchase behaviour. It has been
found that majority of the respondents said that warranty/guarantee has impacts
on customer purchase behaviour of customers.

39
25. The study found that 30 percent of the respondents strongly agreed, 41.43
percent agreed, 12.86 percent were neutral, 10 percent disagreed and 5.71
percent strongly disagreed that warranty/guaranteed of online products have
impacts on customer purchase behaviour of customers. It can be understood that
warranty/guarantee of online products have impacts on customer purchase
behaviour of customers.

CHAPTER III
SUMMARY, CONCLUSION AND RECOMMENDATIONS

3.1 Summary

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 The topic of this study was "Impacts of Online Marketing in Surkhet Valley."
The purpose of this study was to analyze the impacts of online marketing on customer
awareness. The population of this study was all the customers of different products
who purchase online Surkhet valley. This study aims to identify the impacts of online
marketing.

To measure the impacts of online marketing in Surkhet valley, product quality,

price, advertising, convenience and warranty/guarantee have been taken as the
independent variables while effectiveness of online marketing has been taken as the
dependent variable. This study was divided into three chapters with different sub-
topics. The required data were collected through primary and secondary sources.
Primary data were collected through the survey questionnaire and the secondary data
were collected from previous researches, journals, books, articles and newspapers. To
collect the primary data, survey questionnaire has been used.

Questionnaire consisted of the questions related to the personal information of

the customers of online products and the questions on the impacts of online
marketing. Most of the questions were formulated in closed-ended pattern and some
were formulated in open-ended pattern. Some questions were constructed in yes/no
pattern. Purposive sampling method was used to select the sample for this study. The
purpose of using the sampling was to secure a representation group which enables the
researcher to gain information about the whole population of the customers of ladies
cosmetic products. The information was collected from the customers of online
products in Surkhet valley.

The data were analyzed using different tables and figures to find out the brand
awareness towards ladies cosmetic products. After analysis and presentation of data,
the conclusion has been made.

2.2 Conclusion

This study was conducted on the impacts of online media. In this study,
majority of the respondents were 25-34 years of age. There were more males than
females. The respondents were secondary to master level educated. The respondents

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were involved in different occupations like service, self-employment and business but
majority of the respondents were students. The respondents earned less than Rs.
10,000 to more than Rs. 31000 per month.

The study concludes that the respondents usually purchase branded, healthy
products as well as cheap and qualitative products through online media. Quality of
products advertised on online media has effects on customer awareness and the
respondents agreed upon this statement. Some of the respondents are not satisfied
with the quality of products advertised on online media. The products on online media
are affordable for majority of the respondents and the price of the products has
impacts on customer awareness. Low price of products advertised on online media
attracts customers, customers like high quality in low price but all customers are not
able to pay for high price of products advertised on online media. It can be concluded
that the respondents were aware towards the price of products advertised on online
media. The respondents always consulted others before purchasing a product through
online media but some of the respondents had not ever seen the advertisement of
products on online media. The respondents sometimes purchase products on the basis
of advertisement on online media. Majority of the respondents do not consider
advertisement while purchasing products online. The advertisement on online media
has impacts on customer awareness and the products on online media are convenient.
The products on online media are accessible too. Convenience and accessibility are
important in online marketing. The respondents had got replacement, after sales
service and cash discount facilities on online marketing. The warranty/guarantee has
impacts on purchase behaviour of customers.

The study concludes that the quality of the products, price of the products,
accessibility, convenience and warranty/guarantee of the products on online
marketing has effects on customer purchase behaviour.

3.3 Recommendations

On the basis of the study, the following findings have been drawn:

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1. The findings of the study revealed that 12.86 percent of the respondents
usually purchase healthy products online. It is suggested that healthy and
comfortable as well as cheap products should be purchased by the customers
while purchasing through online marketing media.

2. The findings of the study revealed that 47.14 percent of the respondents said
that the price of product advertised on online media is affordable. It is
suggested to the online markets to advertise affordable and reasonable price of
products for the customers to influence them to purchase the products.

3. The findings of the study showed that 84.29 percent of the respondents
consider advertisement while purchasing products online. It is suggested to the
customers that they should always consider the quality of products advertised
on online media before purchasing.

4. The findings of the study showed that 54.29 percent of the respondents had
received the warranty of replacement on online products. It is suggested to the
online marketers that attractive warranty/guarantee services should be
provided to the customers to attract them towards online marketing.

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