International Journal of Management and Applied Science, ISSN: 2394-7926 Volume-1, Issue-11, Dec.

-2015

EFFECTIVENESS OF E- MARKETING ON CONSUMER BEHAVIOR

TOWARDS SHOPPING MALLS
1
SRIVIDHYAA SRIDHARAN, 2SUSHMITHA. P
1,2
One year PGDM Department, ISBR, Bussiness School, Bangaloer, India
E-mail: 1sheelu1411@gmail.com, 2sushmithareddy176@gmail.com

Abstract - This study aims to identify the factors influencing the perception towards shopping Malls. The sample size is 100
selected purposively from Bangalore City. The data is collected with the help of structured questionnaire, which includes
open end and close-ended questions. Here the Hypothesis Testing is done with the help of the Chi-square test, and weighted
average with the help of MS Excel software. With the help of Analysis and interpretation the findings are drawn which
includes whether consumers Behaviour, through do online advertisement effect their purchase behaviour. With the critical
Analysis and Interpretation the Suggestion’s are drawn on how to improve E-Marketing in order to attract much of the
viewership and to increase the purchasing efficiency and also to improve the methods of Online Advertisement.

Keywords - E-Marketing, Social Media, Consumer Behaviour, online Advertisement, Chi square.

I. INTRODUCTION modern era. With the number of Internet users

Today’s world is based on the Internet and in that
context E-marketing is the important and influential
spearheads in the field of business, marketing and
Information Technology offer for the past 10 years.
Online retailers like Amazon, Flipkart and Snapdeal
invest a lot of money to find the appropriate booming
season and achieve their targets by throwing up
attractive sale offers. E-commerce is made easy and
accessible through these social media applications
available on the mobile devices. Internet is fastest
emerging as a powerful medium of advertising in the
increasing, the new medium is viewed as the
advertiser's comfort area.
“Internet Marketing is any means you use to market
your business online.” It is the crucial plat-form on
which the buyers and sellers communicate through
electronic media. It has gradually increased
consumer’s decision making power by looking keenly
into the promotions, product applicability and
variation of different services and products.
Table 1.1 The flowchart shows the process of
bringing Website and E-Marketing tactics as one
force.

Failterland-http://www.marketing-schools.org/images/internet-marketing-graph.jpg

Here in the diagram, a business plan is an authentic employed in order to find the target audience and
written analysis for the purpose of starting a new capture market.
business venture. The next stage is where the
techniques and strategies that are to be formalized for Research Methodology
the promotion of business are brought up. The final a. Data Collection: The study is based on
procedure is the online tactics and techniques that are collection of both primary and secondary data.

Effectiveness of E- Marketing on Consumer Behavior Towards Shopping Malls

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International Journal of Management and Applied Science, ISSN: 2394-7926 Volume-1, Issue-11, Dec.-2015

b. Through the Structured Questionnaire c. Statistical tools for data collections:

collected the primary data of 100 respondents which Weightage average method and chi squire method
is collected from Customer of Bangalore shopping used for analyze the data.
Malls.
II. ANALYSIS
Table 5.1 Most important factor and least factor considered by respondents during effect of E-Marking

From the above table it is clear that multiplicity of Ho: “There is no significant impact of E-marketing
goods is important factor and flair of parking is least between the respondents educational qualification
factor which effect customer to visit shopping malls. towards the selection of malls.”

Table 5.2 Gender and Effect of E-Marketing on Chi Square Test Result
Selections of Malls

The above table shows that the calculated value

(7.999) of chi square test is less than the table value
Ho: “There is no significant impact of E-marketing (9.488), the null hypothesis is accepted. Hence it is
between the respondents Gender towards the inferred that educational qualification does not
selection of malls.” influence E-Marketing. Hence there is no significant
impact between E-Marketing and the respondents’
Chi Square Test Result educational qualifications towards the selection of
malls.

Table 5.4 Occupational Status and Effect of E-

Marketing on Selections of Malls

The above table shows that the calculated value

(13.79) of chi square test is more than the table value
(5.991), the null hypothesis is rejected. Hence there
is significant impact of E –marketing between the Ho: “There is no significant impact of E-marketing
respondents Gender towards the selection of malls. between the respondents’ occupational status towards
the selection of malls.”
Table 5.3 Educational Qualification and Effect of
E-Marketing on Selections of Malls Chi Square Test Result

Effectiveness of E- Marketing on Consumer Behavior Towards Shopping Malls

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International Journal of Management and Applied Science, ISSN: 2394-7926
The above table shows that the calculated value
(3.6122) of chi square test is less than the table value
(9.488), the null hypothesis is accepted. Hence it is
inferred that Occupational Status does not influence
with E-Marketing. Hence there is no significant
impact between E –marketing and the respondents’
occupational status towards the selection of malls.
III. FINDINGS AND CONCLUSION:
On the whole in a study on impact of E-Marketing
on consumer behavior, the outcomes which had
come from the survey that was conducted over the
100 number of people from Bangalore city is that the
multiplicity of goods is the major driving factor and
least would be the flair of parking inside shopping
malls. E-Marketing comes preferable in building the
purchasing power of customers especially in a big
place like a shopping mall where one tends to get
confused because of multiplicity of products.
However, despite the global reach, speed and the
extent of information that can be gained from e-
marketing there are a number of important is
advantages to this type of marketing those businesses
must abide. The technology driven approach of e-
marketing leaves certain businesses vulnerable and
overly -dependent upon technology. It plays an
important role in influencing customer preference and
choice towards various brands in malls.

Effectiveness of E- Marketing on Consumer Behavior Towards Shopping Malls
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Volume-1, Issue-11, Dec.-2015
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