A Report

on

Importance of social media marketing in a sales outsourcing

company

By
Kundan Roy
PGFA 2026

Submitted in partial fulfillment of the requirements of

PGDM Program at

Jaipuria Institute of Management

Jaipur
 DECLARATION

I do hereby declare that this project entitled, “Importance of social media marketing in a sales
outsourcing company”

with Vast Tec pvt. Ltd. has been completed by me and it is an original work. This report is being

submitted for fulfilling the requirement of Post Graduate Diploma in Management as a Summer

Training Project, at Jaipuria Institute of Management, Jaipur.

It has never been submitted nor been published elsewhere.

(Signature)

Kundan Roy

Date:16-08-21

Place: Work from home

I
 CERTIFICATE OF ORIGINALITY

To Whomsoever It May Concern

Date: 16-08-21

This is to certify that the Summer Internship Project Report entitled “Importance of social
media marketing in a sales outsourcing company with Vast Tec”
” Submitted by Mr. Kundan Kumar (PGFA 2026) represents an original work done by the student
mentioned herein and has been submitted in partial fulfillment of the requirements of the PGDM
Programme (2020-22 Batch).

Name and Signature of Faculty Guide

Dr. Daneshwar Sharma

II
Certificate of summer internship

III
 ACKNOWLEDGEMENT

A summer internship program is an opportunity for learning and self-development. I feel extremely fortunate
and grateful to have such a large number of experienced individuals to guide and lead me in the
consummation of this venture.

I would like to express my special thanks of gratitude to Dr. Daneshwar Sharma, my faculty mentor at Jaipuria
Institute of Management, Jaipur whose support and guidance has helped me in completion of this research
project.

I would also like to extend my gratitude to Ms. Beena Pinto, our Team lead and Marketing Manager at Vast Tec.,
for her valuable guidance throughout the project.

Other than that, I wish to convey my earnest gratitude towards Jaipuria Institute of Management, Jaipur for
providing me with this opportunity to showcase my potential. I would also like to thank the CMC Team of
Jaipuria Institute of Management, Jaipur for their continuous support during the whole process of my
research work.

Last but not the least, I would like to thank my colleagues and family, as without their co-
operation, this research project would not have been successful.

Thank You

IV
 TABLE OF CONTENT

S. No. Topic Page No.

1 Declaration I

2 Certificate of Originality II

3 Acknowledgement III

4 Executive Summary

5 Chapter 1: Introduction

6 Chapter 2: Organization Overview

7 Chapter 3: Industry Analysis

8 Overview about the Competitor Company: PepsiCo

9 Chapter 4: Research Methodology

10 Chapter 5: Results and Discussion

11 Chapter 6: Recommendations and Learning from SIP

12 Chapter 7: Limitations, Future Scope and Conclusion

13 Chapter 8: References

14 Annexure

15 Annexure
 Executive Summary

The research study is based on the evaluation of understanding the importance of social media marketing on
sales outsourcing company like Vast Tec. It is to understand that whether increasing the reach of the
company on social media helps it in increasing the clients or not. The aim of the project is to understand that
a company which helps large firms with sales enablement, can it increase its revenue through social media
marketing.

The analysis would be on the impact of social media on consumer behavior as to whether they are
influenced by the advertisement of companies on social medial platforms like Instagram, Facebook, Twitter
etc. The research methodology will be such that it will track and measure the consumer’s existing
perception towards a company and their change in lookout after viewing it on social media platforms.

Primary data from the user of social media will be collected with the help of a questionnaire. The
questionnaire will cover some points like the advertisements of companies influence their choice on selecting
a firm for outsourcing their sales. Secondary data will be gathered from sources where relevant information
related to Vast Tec which will help in the understanding of customer’s perceptions on the basis of brand
awareness and brand loyalty towards the soft drink brands. Secondary data sources include previous research
papers related to the topic of my research, officials reports and information provided by the companies on
their websites, surveys on the internet, reviews about the brands and evaluation reports.

The conclusions of the research study can be implemented in order to design strategies for the future
marketing campaigns, which will create an impact on the perception of customers, brand awareness, loyalty
of the customers, brand positioning and defining the strengths of a particular soft drink brand in the market.

1
 Chapter 1: Introduction

INDUSTRY OVERVIEW

India is the world's largest sourcing destination with largest qualified talent pool of technical graduates in
the world. According to National Association of Software and Service Companies (Nasscom), the Indian IT
industry’s revenue is estimated to reach US$ 194 billion in FY21, an increase of 2.3% YoY. The sector is
the largest employer within the private sector. According to Gartner estimates, IT spending in India is
estimated to reach US$ 93 billion in 2021 (7.3% YoY growth) and further increase to US$ 98.5 billion in
2022.
This push towards cloud services has boosted hyper-scale data centre investments, with global
investments estimated to exceed ~US$ 200 billion annually by 2025. India is expected to gain a significant
share in the global market, with the country's investment expected to hit ~US$ 5 billion annually by 2025.
In Budget 2021, the government has allocated Rs. 53,108 crore (US$ 7.31 billion) to the IT and telecom
sector.
The IT industry accounted for 8% of India’s GDP in 2020. Exports from the Indian IT industry are expected
to increase by 1.9% to reach US$ 150 billion in FY21. In 2020, the IT industry recorded 138,000 new hires.
According to STPI (Software Technology Park of India), the software exports by its registered units
increased by 7% YoY to reach Rs. 5 lakh crore (US$ 67.40 billion) in FY21 from Rs. 4.66 lakh crore (US$
62.82 billion) in FY20, driven by rapid digitization and the IT industry's timely transition to remote
working environments that helped to keep up the industry’s growth amid coronavirus pandemic.
The IT & BPM industry’s revenue is estimated at ~US$ 194 billion in FY21, an increase of 2.3% YoY. The
domestic revenue of the IT industry is estimated at US$ 45 billion and export revenue is estimated at US$
150 billion in FY21.
Artificial Intelligence (AI) is expected to boost India's annual growth rate by 1.3% by 2035, as per NITI
Aayog. A substantial increase in AI by Indian firms can result in a 2.5% increase in India’s Gross Domestic
Product (GDP) in the immediate term. In September 2020, NASSCOM FutureSkills and Microsoft
collaborated to launch a nationwide AI skilling initiative to train one million students in AI technology by
2021.
The computer software and hardware sector in India attracted cumulative foreign direct investment (FDI)
inflows worth US$ 69.29 billion between April 2000 and December 2020. The sector ranked 2nd in FDI
inflows as per the data released by Department for Promotion of Industry and Internal Trade (DPIIT).
In 2020, PE investments in the sector stood at US$ 7.5 billion. IT & BPM led the venture capital (VC)
investment with 380 deals in in 2020, contributing 71% to the total deal count. The COVID-19 pandemic
has accelerated the demand for third-party data centre services in India.
The Government of India has extended tax holidays to the IT sector for Software Technology Parks of
2
India (STPI) and Special Economic Zones (SEZs). As of February 2020, there were 421 approved SEZs
across the country, with 276 of them from IT & BPM and 145 as exporting SEZs.

3
 Chapter 2: Organization Overview

ABOUT THE COMPANY

Vast Tec is a sales enablement firm which helps other companies to bring more leads and eventually
converting their leads into sales. There are various types of services offered by Vast Tec which includes-

Sales Lead Generation Services

Database & Data Enrichment Services

Account Based Sales & ABM Services

Dedicated Offshore Business

Development Hub

4
Sales Lead Generation Services

Lead generation services from VAST Tec will help manage campaigns to discover and qualify
customers for businesses, also known as leads. These services can be highly beneficial in filling
an organization’s sales pipeline with potential clients; We can also assist with establishing initial
communications and building interest in the brand (demand generation).

We shall assist with follow-up campaigns and other "lead nurturing" to ensure the best possible
conversion rate. One of the myths is that Lead generation services, or lead gen services, are
typically used by sales departments but they can be useful to marketing teams for planning
targeted outreach or advertising efforts.

Working with lead generation services providers like us can eliminate the guesswork of sales
cold calls and present brands with high-quality leads (HQL) based on the brand’s ideal customer
profile. This can streamline sales and marketing strategy, making sales quotas more easily
attainable and setti ng the company up for success.

Database & Data Enrichment Services

5
Data management is planning and controlling the way data is collected, stored, protected,
and processed. In business, data is usually associated with customers, prospects,
employees, providers, deals, accounts, competitors, and finances. When an organization
effectively manages data, they obtain analytical information to make the right business
decisions.

There are techniques and best practices that can help you manage data, but there's no
such a thing as a data management plan that suits every business.

According to Forbes, "the gold is now data," and they predict that by 2025, the global
market for data and data analytics will be worth $135 billion.

A well-functioning data enrichment process is key for a modern brand. Keeping data up to
date ensures that the brand can more accurately target consumers, whether it’s
geographically based for placing a new store or demographically based for richer
targeting of next best offers.

More accurate targeting leads to better experiences, which inevitably creates more data
and ensures you can continue to work with the most up-to-date customer data possible.
 Only collect relevant and useful data for your company.
   Purge data you no longer need.
   Store your data as per standardized templates / CRM.
   Avoid and fix duplicate contacts.
  Work on both Demographic and geographic Data enrichment

Account Based Sales & Account Based Marketing

6
Services

Account-based Marketing (ABM) is a focused growth strategy in which Marketing and

Sales collaborate to create personalized buying experiences for a mutually-identified set
of high-value accounts.

Account-based Sales (ABS) is a sales model that targets companies, also referred to as
accounts rather than individual leads and treats them as a market of one. This highly
personalized strategic sales prospecting process is used primarily within B2B sales, as it's
usually too high-touch for B2C products.
VAST Tec becomes an ideal partner to execute Account based marketing and Selling
strategies. Our reps can do the groundwork and be under the guidance of your account
executives who own the P&L for key account revenue.
 Be integral part of the Account-Based Selling Planning process
 Review best customers, identifying  
 Define ABS program details, who does what in the team.  
 Start identifying buyer personas  
 Execute the content strategy  
 Create target account list  
 Segment these accounts into tiers  
 Allocate one-third of current sales development team to pursuing target accounts   
 Decide which metrics to track 
 Analyze content strategy to decide where to double down and where to course-correct
 Review key metrics

VAST Tec assists your team’s research to build and execute large account plans around
7
the following sample template metrics:
 Building Business overview for a conglomerate 
 Key Business Initiatives of the specific Account
 Customer Relationship Landscape
 Customer Products and Revenue
  Account Competitor Analysis
 Buying Process & Selling Points
 Relationship Goals & Strategy
 Sales Opportunities, Targets & Risks

Social Intelligence Of The Prospects

Dedicated Offshore Business Development Hub

VAST Tec is your ideal partner for engaging with your prospects / customers and
promoters. We become your extended arms and legs in the market and we are identified
by your company values / culture / way of engaging and operate under the brand
guidelines of your organization.

For customers who would like to leverage an outsourced partner for an end to end
customer engagement model, our Business Development Hub will offer an opportunity to
run your customer engagement teams outsourced but completely under your control.

Some of the salient features of this model include:

 An end to end outsourced model for Pre Sales / Sales and Post Sales management
 100% dedicated team under your supervision and guidance 

8
 Database Prep / Account Whites pacing / Territory Management / Outbound and Inbound
funnel management activities
 Prospect Engagement / Presales Demo / product or service Presentations
 Sales Forecasting / Negotiations Closures / contracting / Onboarding  
 Support management / Feedback / Tickets / Satisfaction Surveys 
  Instal base Sales / Upsell / Cross Sell / Renewals management

9
 VISION, MISSION AND VALUES

Mission:
To help companies to “Win More Deals

Major Competitors-

 Market

 Salesforce pardot

 Act On

 Keap

 Hoot Suite

 Mall chimp

 Active Campa

10
Competencies:

Competencies refer to the major strengths of the company which makes it unique in some way or
the other in comparison to its competitors, creating a brand name of its own. It also includes
understanding the target customer’s requirements and expectations from the brand and being
able to deliver that through the unique practices of the company as well as promoting the brand
image of the company. Some of the major and unique strengths of Vast Tec are:

 Flexible and Stable contracts

 100% dedicated resources

 Zero process deviation

 High data security and privacy

 Best in class tools Cadence

 Customized reports and analytic

11
 Chapter 3: Industry Analysis

Industry analysis is the method of understanding and analyzing the possible threats and
limitations of a company or an industry with respect to its competitors. It is also about knowing
the strengths and potential of the company in order to maintain their existing position in the
competitive market.
Various tools and methods can be used to understand and analyze the industry. The industry
analysis of Vast Tec/ IT Industry can be explained with the help of the following frameworks:

1. SWOT Analysis
2. PESTLE Analysis
3. BCG Matrix
4. Porter’s Five Forces Analysis

SWOT ANALYSIS OF Vast Tec

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 Strengths Weaknesses

1. All round solution to manage marketing, 1. Lack of patents makes Vast Tec features

sales and service under a single roof susceptible to duplication

2. Large and Growing Soluti ons Partner 2. Surmounting losses and increasing

Program debts, weakening finances

3. Global leader in implementing an 3. Lack Company-owned data centers

inbound experience in marketing and sales

4. Global outreach and high growth product

line up

5. Well diversified customer portfolio

6.Extendable and open architecture of

Growth

Platform with powerful Network effects

Opportunities Threats

1.With flexible pricing and free CRM 1. Subscription based business model

software Vast Tec can target small sized makes HubSpot revenue generati on

enterprises also. highly performance dependent

2. High dependence on Growth

2.Grow as open platform for app developers
Platf orm indicates lack of diversification

3. Develop disparate point applications to of services

cater specific needs of clients 3. . Multiple alternatives from competitors

eating into market share

13
 PESTLE ANALYSIS OF Vast Tec/ IT INDUSTRY

PESTLE analysis of a company is the framework through which the external environment of the
organization can be measured and analyzed. It can be used to understand the position of the company in
comparison to its competitors in the market by analyzing the external factors affecting the environment of
the company. The PESTLE analysis of Vast Tec can be elucidated as:

Political Factors:

Uncertain business environment due to various laws of the government related to IT sector.
Variation in rules and regulations of data management globally.

Economic Factors:

 Regulation of internet tracking software the senders of commercial emails and text messages
by existing federal, state and foreign laws.
 Corona Virus pandemic dampening global economic health and creating hindrances

14
 Social and Cultural Factors:
 Inclination of millennial towards internet gives digital marketing an edge
 Employing the flywheel marketing model

Technological Factors:

 Better Internet facilities can help Vast Tec grow in growing economies
 Employing distributed big data technologies to get actionable insights into discrete data
sets
 Surging demand for digital marketi ng

Legal Factors:

 Stricter anti tracking law enforcements on cloud computing in Europe

 US federal statutes supporting internet service providers related to data protection and
sharing
 Adherence to specific email requirements for commercial email messages under the CAN-
SPAM Act and standardization followed by blacklisting entities

Environmental Factors:
 Digital marketing inclines towards environmental sustainability

15
 BCG MATRIX OF Vast Tec

BCG matrix is a tool used by the marketers in order to design the marketing mix strategies of a company. It
is a phenomenon used by the companies to divide their products into several categories on the basis of the
revenue generated by the brands or products. The BCG matrix consists of four quadrants, which are named
as Cash Cows, Stars, Dogs and Question Marks.

 Cash Cows:

The products of the company which generates a huge amount of revenue for the company or the
organization are known as Cash Cows. They help in designing of the company and also help in
generating more cash, especially in case of the companies which are mature but are declining in
their growth. The Database and data enrichment service unit is a cash cow in the BCG matrix of
Vast Tec. This has been in operation for over decades and has earned Vast Tec a significant amount
in revenue. The market share for Vast Tec Inbound Marketing is high, but the overall market is
declining as companies manage their supplier themselves rather than outsourcing it. The
recommended strategy for Vast Tec Inbound Marketing and is to stop further investment in this
business and keep operating this strategic business unit as long as its profitable.

 Stars:

 Stars are those products which have a huge market share in the industry and also have a high
chance of growth in the industry. Huge investment can be made to this category of products. It
also leads to large amount of cash generation. The Sales lead generation services unit is a star in
the BCG matrix of Vast Tec Inbound Marketing. It operates in a market that shows potential in the
16
 future. Vast Tec Inbound Marketing earns a significant amount of its income from this SBU. Vast
Tec Inbound Marketing should vertically integrate by acquiring other firms in the supply chain.
This will help it in earning more profits as this Strategic business unit has potential.

 Dogs:

 Those products which have a low market share in the industry and also low growth rate in the
market due to several factors are known as Dogs. The growth of the products of this category is at
a declining rate and they do not have the potential to generate cash or earn revenue for the
company. The dedicated off shore business development hub unit is a question mark in the BCG
matrix for Vast Tec. The dedicated off shore business development hub market is an attractive
market that is growing over the years. However, Vast Tec Inbound Marketing has a low market
share in this attractive market. The low sales are as a result of low reach and poor distribution of
Vast Tec Inbound Marketing in this segment. The recommended strategy for Vast Tec Inbound
Marketing is to undergo market penetration, where it pushes to make its product present on
more outlets. This will ensure increased sales for Vast Tec Inbound Marketing and convert this
strategic business unit into a cash cow.

 Question marks

The products referred as Question Marks are those products which have a high growth rate but the
market share of the product is relatively low. The newly launched products of the company, which
are creating a question in the mind of the marketers that will those products be able to generate
revenue in the market in the future or not are included in the quadrant of Question Marks. The
dedicated off shore business development hub unit is a question mark in the BCG matrix for Vast
Tec. The dedicated off shore business development hub market is an attractive market that is
growing over the years. However, Vast Tec Inbound Marketing has a low market share in this
attractive market. The low sales are as a result of low reach and poor distribution of Vast Tec
Inbound Marketing in this segment. The recommended strategy for Vast Tec Inbound Marketing is
to undergo market penetration, where it pushes to make its product present on more outlets. This
will ensure increased sales for Vast Tec Inbound Marketing and convert this strategic business unit
into a cash cow.

17
PORTER’S FIVE FORCES ANALYSIS

18
 Porter’s Five Forces analysis is a tool or method used to understand and find out the threat of new
entry of products, threat of substitute products, the bargaining power of the suppliers and buyers
and to know about the existing competition among the competitors of the industry. It can be used
as an exploratory model in order to leverage the market to gain in maintaining the potential and
position of the company. The beverages industry (companies like Coca Cola) can be analyzed on the
basis of the Porter’s Five Forces as:

Threats of New Entrants (low)

New entrants in Application Software brings innovation, new ways of doing things and put pressure on
Vast Tec. through lower pricing strategy, reducing costs, and providing new value propositions to the
customers. Vast Tec. has to manage all these challenges and build effective barriers to safeguard its
competitive edge.

How Vast Tec can tackle the Threats of New Entrants

 By innovating new products and services. New products not only bring new customers to the fold
but also give old customer a reason to buy Vast Tec products.
 By building economies of scale so that it can lower the fixed cost per unit. 
 Building capacities and spending money on research and development. New entrants are less likely
to enter a dynamic industry where the established players such as Vast Tec. keep defining the
standards regularly. It significantly reduces the window of extraordinary profits for the new firms
thus discourage new players in the industry.

Bargaining Power of Suppliers (High)

All most all the companies in the Application Software industry buy their raw material from numerous
suppliers. Suppliers in dominant position can decrease the margins Vast Tec can earn in the market.
Powerful suppliers in Technology sector use their negotiating power to extract higher prices from the firms
in Application Software field. The overall impact of higher supplier bargaining power is that it lowers the
overall profitability of Application Software.

How Vast Tec can tackle Bargaining Power of the Suppliers

 By building efficient supply chain with multiple suppliers.

 By experimenting with product designs using different materials so that if the prices go up of one
raw material, then company can shift to another.
 Developing dedicated suppliers whose business depends upon the firm. One of the lessons Vast
Tec can learn from Wal-Mart and Nike is how these companies developed third party
manufacturers whose business solely depends on them thus creating a scenario where these third-
party manufacturers have significantly less bargaining power compare to Wal-Mart and Nike.

Bargaining Power of Buyers (High)

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Buyers are often a demanding lot. They want to buy the best offerings available by paying the minimum
price as possible. This put pressure on Vast Tec profitability in the long run. The smaller and more powerful
the customer base is of Vast Tec. the higher the bargaining power of the customers and higher their ability
to seek increasing discounts and offers.

How Vast Tec can tackle the Bargaining Power of Buyers

 By building a large base of customers. This will be helpful in two ways. It will reduce the bargaining
power of the buyers plus it will provide an opportunity to the firm to streamline its sales and
production process.
 By rapidly innovating new products. Customers often seek discounts and offerings on established
products so if Vast Tec. keep on coming up with new products, then it can limit the bargaining
power of buyers.
 New products will also reduce the defection of existing customers of Vast Tec. to its competitors.
Threats of Substitute Products or Services (High)
When a new product or service meets a simila customer needs in different ways, industry profitability
suffers. For example, services like Dropbox and Google Drive are substitute to storage hardware drives.
The threat of a substitute product or service is high if it offers a value proposition that is uniquely different
from present offerings of the industry.

How Vast Tec can tackle the Treat of Substitute Products / Services

 By being service oriented rather than just product oriented.

 By understanding the core need of the customer rather than what the customer is buying.
 By increasing the switching cost for the customers.
Rivalry among the Existing Competitors (High)
If the rivalry among the existing players in an industry is intense then it will drive down prices and
decrease the overall profitability of the industry. Vast Tec. operates in a very competitive Application
Software industry. This competition does take toll on the overall long-term profitability of the
organization.

How Vast Tec can tackle Intense Rivalry among the Existing Competitors in Application Software
industry

 By building a sustainable differentiation

 By building scale so that it can compete better
 Collaborating with competitors to increase the market size rather than just competing for small
market.

20
 Impact of social media on
Marketing

applications Growing popularity of social media compelled the marketers to think about this media along with
traditional functional areas of marketing. Social media is based primarily on internet or cellular phone based and
tools to share information among people. The number of social media user’s is more than the population of some
of the countries today. Impact of social media on marketing can be judged by comparing marketing before the
social media and marketing after the introduction of social media and type of technologies used in social media.

Social media is primarily internet or cellular phone-based applications and tools to share information among
people. It expedites conversation and connection among people. It includes popular networking websites, like
face book and twitter; as well as bookmarking sites like Digg or Redditt and uses web page technology.

Initially social media may have begun for social engagement, but the commercial value soon became apparent
and it has become the marketer’s new best friend too. As social media use become popular and number of social
media users has increased more than the population of some of the countries, marketers have had to seriously
alter their game plan to take this shift in the media landscape into account. The industry is rewriting its
conventional strategies and transforming the basic campaigning structure. Social media once devoid of any
commercial content has had such a significant impact on the marketing industry?

Marketing before social media

Social media has evolved over time and its user’s base has increased even more than the population of
some of the countries. During 1930‟s newspapers and magazines was the media choice. P&G was the
first company to use print media advertisement. 1950‟s is known as TV commercial age which leads to
marketer’s inclination towards electronic media advertisements. In 1960‟s corporate social
responsibility concept came into existence. During 1970‟s computer was born and logo, credit card and
direct marketing, media research, payroll, visa card and master cards etc. find the application. Cable TV
was introduced during 1980‟s and it has changed the landscape of advertising media. With the launch
of World Wide Web
i.e. www. AT&T was first company to use modern media for marketing.

21
 Evolution of social media
Early pioneers of social media were
 User net (1979)
 Bulletin Board System (1979)
 Online Service (early to mid-1980‟s)
 CompuServe (1980)
 AOL (1983)
 Genie (1985)
 Internet Relay Chat (1988)
 ICQ (mid 1990)

Early Social Networks were

- Dating Sites
- Online Forms
-
1. First true social networks were
 Six Degrees (1997)
 Asian Avenue, MiGente, Black Planet (1997-2001)
2. Live Journal (1999)
3. Massive Multiplayer Online, Role Playing Games (MMORPGS) (Early 2000)

Top 10 social networking sites in the world

S.no Social Networking Site Number of Visitors Per
Month
1 Facebook 550,000,000
2 Twitter 95,800,000
3 MySpace 80,500,000
4 Linkedin 50,000,000
5 Ning 42,000,000
6 Tagged 30,000,000
7 Classmates 29,000,000
8 Hi5 27,000,000
9 Myyearbook 12,000,000
10 Meetup 8,000,000

As marketers are always interested to grab the attention of the consumer. People have embraced
new media and technologies to such an extent like smart phone etc. has given marketers the opportunity
22
to reach consumers in a 24/7 capacity through a variety of mediums. It enhances the chances of
messaging being seen. Therefore, it is obvious to allure the marketers towards social media. Traditional
campaigning approaches are overshadowed not only by rising social media but also due to increasing
difficulty to create an outstanding campaign due to very competitive market.

The problem lies with the change in the consumers mindset. Social media has led to a culture of active
engagement, immediate access to anyone and for anything and constant communication. This is of course
something that the traditional advertisement and other marketing methods could not ever achieve. Whereas social
media like Face book page, Twitter and YouTube etc. can directly address the new increasing demand
expectations of consumers. Besides its initial engagement, social media activity is also likely to be sustained as
attention is kept over a period of time rather than for just a few moments. Impact of social media can be seen in
television advertisements which sign off with a plea for consumers to visit their websites, Facebook or Twitter
page with the promise of an exciting online experience, fun incentives and a sense of community that people
actually want to get involved with. Consumers use social media for fun and it makes no difference to them
whether they are joining, an unbranded or branded game. However, the more successful the creative more likely
consumers are going to develop a sense of loyalty to the hosting brand.

As Rohit Ohri, executive chairman, Dents India, says: “Communication has moved from „one-to-many‟
to one-to- one‟ to „one-to-community‟. Evolved marketers are increasingly looking at targeting
communities.” These communities, he adds, are not just defined by occupation or industry. Increasingly,
communities are defined by interests. “Bikers, hikers, new mothers, lovers...these are just a few
examples of interest groups, marketers are talking to these days,” point out Ohri. In US and Europe
brands are also using Twitter commerce. Dell has used it to advertise different types of deals so has low-
cost American airline Jet Blue. Volkswagen recently ran an Application Programme Interface (API)
based on LinkedIn‟s viewer pages. Women professionals online could see an ad for Beetle; young male
professionals interested in sports saw the polo ad; and senior executives got to see an ad for family car
Jetta – with all viewing taking place at the same time. This helped the company get 2700 product
recommendation in 30 days.

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 Chapter 4: Research Methodology

Research methodology is the complete process or phenomenon that is used to solve the research problem. It is
a processed and systematic way to find out the solution of the research problem. It is a series of methods that
the researcher uses in order to achieve the objectives of the research work.

The purpose behind this study is to acquire data from a population. For my research work, I have collected
data from a part of the population. This is known as the sample and the complete process is called sampling.

Research methodology explains the process of data collection procedures in order to conduct the
research. To gather information for the process, there are generally two methods that are used by
researchers to collect data, primary and secondary method.

Primary method includes observation method or perception technique, questionnaire/interview method and
also the method of case study. On the other hand, secondary method is the study of data which is already
collected through various mediums and is there for the researcher to refer for the study. My present research
investigation depends both on quantitative and qualitative information. The information is collected through
sampling. The sample individuals are from different age groups, gender, from families with different incomes
and from both rural and urban areas. The diverse group of people includes students, government employees,
private sector and public sector employees, businessmen and unemployed people as well. These are
considered as sample for the study.

Primary sources were:

 Users of Social media platforms

 Employees of IT firms

Secondary sources include:

24
 Previous research papers
 Official data and statistics about IT industry
 Brand official reports and reviews
 Internet research/web information

25
Population:

A statistical population is a group of people, of whom the statistical inferences are to be drawn. They are the
group of people on the basis of which we will be able to find the solutions to our research problems and the
objectives of the research study will be met. The population includes a group of people who consume soft
drinks on a daily basis.

Sampling:

Sampling is the process of data collection from a specified sample of people, who are targeted for the research
study. The targeted group of people can be from different age groups, gender, family background, income
groups and from different areas of the country. A variety will be there in the responses when we target a
diverse group of people. This is done in order to know the perception of different groups of consumers
preferring different soft drink brands.

Sample size:

The sample size used in this research survey is 125. A questionnaire in the form of Google form was prepared
of about 15 questions. A brief study was done in order to prepare the questions that are to be asked to the
sample population. The questions were relatable to the real-life situations and experiences, which were
basically based on the usage of social media platforms like Facebook, Instagram, LinkedIn etc and whether
they are influenced by them to outsource their sales of their company to sales outsourcing companies like Vast
Tec

Data collection:

As mentioned above, data is gathered through both primary and secondary mediums. The questionnaire was
the primary form of data collection and secondary data was collected through various research papers,
newspapers, articles and blogs related to my research study.

Questionnaire method:

The questionnaire method was the basic means of primary data collection. It is the most apparent strategy for
the collection of data and it consists of questions directly related to the research problem. This is the best way
of data collection, when information is to be collected from a diverse group of people. The survey
questionnaire was in the form of a Google form i.e. the online method of data collection was used. The types
of questions were both open ended and close ended and the respondents were also given a number of options
to choose from in the questions of the survey questionnaire.

The questions were basically of two types:

1) Dichotomous questions: The type of questions which has only two options like Yes/No
or Male/Female etc. are in this category.
2) Multiple-choice questions: These types of questions include 5 options starting from
strongly agree to strongly disagree.

26
The questionnaire was used to get information about:

 Consumers perception towards social media

 Impact of social media promotion on IT firms
 Information to know the loyalty for the preferred Company

Selection of demographics:

The survey was conducted on a group of population who are employees of some IT company and at the same
time spend time on usage of social media.

Research period:

The research period of the study was from June 2021 to July 2021

Statistical tools:

There are various statistical tools that can be used for the analysis of data which includes:

 Simple percentage method

 Arithmetic Mean
 Chi-Square Test
 Pie diagram
 Correlation analysis

27
 PROBLEM IDENTIFICATION OF THE RESEARCH STUDY

This research study was done in order to understand the following about the social media:

1) Consumer perception
2) Influence on Consumer
3) Brand Loyalty towards companies

The basic problem behind the research study was to understand how the preferences of the consumers change
on the basis of the advertisements shown on social media or heavy influence of the respective company on
various social media platforms

It was also to understand how aware they are about the outsourcing company and if not, how to create
strategies to make them more aware about their preferred company.

Another problem was to understand the loyalty towards the company. It is to know if they are brand loyal will
stay loyal to the preferred company forever. If not, it is to understand what factors may affect the brand loyalty
of the consumers.

OBJECTIVES OF THE RESEARCH STUDY

Objectives are the various reasons based on which we have chosen the research study and in order to
understand and analyze the problems of the research study. The main objectives of this research study
are:

1. To understand the preferences and the reason behind outsourcing their sales to sales
outsourcing companies
2. To determine the brand awareness and brand loyalty of Vast Tec and Hub Spot
3. To know how social media affects the consumers preference, awareness and loyalty
towards a brand.

28
 Chapter 5: Results and Discussion

DATA ANALYSIS & INTERPRETATION

Graphical Interpretation
DEMOGRAPHIC PROFILE:
1. Gender of respondents:

GENDER
Valid Cumulative
Frequency Percent Percent Percent
Valid
Female 60 47.6 47.6 48.4
Male 65 51.6 51.6 100.0
Total 125 100.0 100.0

Inference:
From the above chart, we could conclude that out of 125 responses 52% (65) are Male respondents, 48%
(60) are female respondents and there is zero responses from others category.

29
 2. Age of the respondents:

AGE
Valid Cumulative
Frequency Percent Percent Percent
Valid 18- 25 76 60.3 60.3 60.3
25- 30 24 19.0 19.0 79.4
3. Age 1 .8 .8 80.2
30- 40 13 10.3 10.3 90.5
Above 50 7 5.6 5.6 96.0
Below 18 5 4.0 4.0 100.0
Total 125 100.0 100.0

Inference:
Overall, we could infer that out of 125 responses the average responses are from the age group of 18-20
years old and these are the people who get most influenced by celebrity endorsing.

30
 3. Occupation of respondents:

OCCUPATION
Valid Cumulative
Frequency Percent Percent Percent
Valid
Businessman 10 7.9 7.9 8.7
CRICKETER 1 .8 .8 9.5
Employee 27 21.4 21.4 31.0
Retired 3 2.4 2.4 33.3
Self- 15 11.9 11.9 45.2
employed
Student 69 54.8 54.8 100.0
Total 125 100.0 100.0

Inference:
Overall we could infer that maximum respondents are students and are not indulged in any kind of
occupation.

4. Income level of respondents:

31
 INCOME LEVEL
Valid Cumulative
Frequency Percent Percent Percent
Valid 2,00,000- 5,00,000 19 15.1 15.1 15.1
5,00,000- 21 16.7 16.7 31.7
10,00,000
5. Income level 1 .8 .8 32.5
Above 10,00,000 18 14.3 14.3 46.8
None 51 40.5 40.5 87.3
Up to 2,00,000 16 12.7 12.7 100.0
Total 125 100.0 100.0

Inference:
From the above table and pie chart we could conclude that the income level of the respondents is majorly
zero (none) and after that Rs. 5,00,000- Rs. 10,00,000 are the average responder’s income level.

32
QUESTIONS:

1. What makes you notice a sales outsourcing company?

Valid Cumulative
Frequency Percent Percent Percent

Revenue of the company 52 41.3 41.3 42.1

Client review 4 3.2 3.2 45.2
Social media 15 11.9 11.9 57.1
advertisements
Past performance 51 40.9 42.9 100.0
Total 125 100.0 100.0

Chart Title

Revenue of the company Client review

Social media advertisements Past Performance

Inference:
From the above-mentioned table and chart, we could infer that revenue as well as past performance of the
company both categories influence a customer to invest in a company 52 has responded for revenue and 51
responded for the past performance of the company and rest responders are of price if the product and other
category.

33
 2. What means of promotion of a company persuades you the most outsource your sales to a
company?

Valid Cumulative
Frequency Percent Percent Percent
Valid
Internet / Social media 83 65.9 65.9 66.7
Newspaper & 14 11.1 11.1 77.8
Magazines
Others 1 .8 .8 78.6
Radio 2 1.6 1.6 80.2
Television 25 19.8 19.8 100.0
Total 125 100.0 100.0

Internet / Social media Newspaper & Magazines Others

Radio Television
Inference:
From the above-mentioned table and chart, we could infer that most of the respondents’ means of
advertising is social media/ Internet as 83 out of 125 respondents selected Internet and social media is the
place where they get know about new product and after that television is the means where 25 of our
respondents get aware of a new sales outsourcing company and persuade them to invest in them.

34
3. What do you think is the reason for the companies who choose celebrity endorsement for their
product?

Valid Cumulative
Frequency Percent Percent Percent

Easy recognition of the 58 46.0 46.0 47.6

company
To be able to increase 44 34.9 34.9 82.5
sales and profit
To compete strongly 22 17.5 17.5 100.0
Total 125 100.0 100.0

Reason for companies to choose social media

Easy recognition of the company To be able to increase sales and profit

To compete strongly Total
Inference:

Overall we could infer from the maximum respondents that companies do celebrity endorsement because
they wanted easy recognition of their company on to the minds of customers because celebrities have a lot
of fan following which leads to easy recognition.

4. Which social media endorsements methods influence your decision of outsourcing?

35
 Valid Cumulative
Frequency Percent Percent Percent
Valid
Blogs 9 7.1 7.1 7.9
Posters 35 27.8 27.8 35.7
Videos 18 14.3 14.3 50.0
Reels 28 22.2 22.2 72.2
Animated 35 27.8 27.8 100.0
Total 125 100.0 100.0

Blogs Posters Videos Reels Animated

Inference:
From the above-mentioned table and chart, we could infer that most of the respondents’ factor determining
investment decision regarding social media promoted companies is rather message effectiveness of the
advertisements or trustworthiness social media platform. As 35 respondents selected these two options for
this question.

5. Social media makes you notice a company

36
 Social media makes you notice a company

Valid Cumulative
Frequency Percent Percent Percent
Strongly 13 10.4 10.4 10.4
Disagree
Disagree 7 5.6 5.6 16.0
Neutral 12 9.6 9.6 25.6
Strongly agree 39 31.2 31.2 56.8
Agree 54 43.2 43.2 100.0
Total 125 100.0 100.0

Social media makes you notice a

company
Agree
54

Strongly agree
39

Neutral
12

Disagree
7

Strongly Disagree
13
0 10 20 30 40 50 60
Frequency Series1

Inference:
From the above-mentioned table and chart, we could infer that most of the respondents agree that social
media helps them to notice a company.

37
6. Do you believe Companies promoted on social media are actually good?

Do you believe Companies promoted on social media are actually good

Valid Cumulative
Frequency Percent Percent Percent
Strongly 12 9.6 9.6 9.6
Disagree
Disagree 18 14.4 14.4 24.0
Neutral 51 40.8 40.8 64.8
Strongly agree 10 8.0 8.0 72.8
Agree 34 27.2 27.2 100.0
Total 125 100.0 100.0

Companies promoted on social

media are actually good
Agree 34

Strongly agree 10

Neutral 51

Disagree 18

Strongly Disagree 12

Series1 Frequency

Inference:
From the above-mentioned table and chart, we could infer that most of the respondents are neutral (neither
agree nor disagree Companies promoted on social media are actually good

7. Social media promotion endorsement helps in brand promotion

38
 Social media endorsements help in brand promotion
Valid Cumulative
Frequency Percent Percent Percent
Strongly 6 4.8 4.8 4.8
Disagree
Disagree 9 7.2 7.2 12.0
Neutral 12 9.6 9.6 21.6
Strongly agree 48 38.4 38.4 60.0
Agree 50 40.0 40.0 100.0
Total 125 100.0 100.0

Social media endorsement helps in

brand promotion
Agree 50

Strongly agree 48

Neutral 12

Disagree 9

Strongly Disagree 6
0 10 20 30 40 50 60

Frequency Series1

Inference:
From the above-mentioned table and chart, we could infer that consumer strongly agree (48) half as well of
them slightly agree (50) that Social media endorsements helps in brand promotion.

39
8. Social media is misleading and does not give true picture about the company?

Social media is misleading and does not give true picture about the
company

Cumulative
Frequency Percent Valid Percent Percent
Strongly Disagree 10 8.0 8.0 8.0
Disagree 20 16.0 16.0 24.0
Neutral 47 37.6 37.6 61.6
Agree 20 16.0 16.0 77.6
Strongly Agree 28 22.4 22.4 100.0
Total 125 100.0 100.0

47

28

20 20

10

Strongly Disagree Neutral Agree Strongly Agree

Disagree

Inference:
From the above-mentioned table and chart, we could infer that most of the respondents are neutral (neither
agree nor disagree) that social media is misleading and does not give true picture about the company.

40
9. Because of social media promotion people invest in many companies which often they don’t need

10. Because of Celebrity advertising, people invest in many companies which often they don’t

need

Cumulative
Frequency Percent Valid Percent Percent
Strongly Disagree 7 5.6 5.6 5.6
Disagree 21 16.8 16.8 22.4
Neutral 35 28.0 28.0 50.4
Agree 41 32.8 32.8 83.2
Strongly Agree 21 16.8 16.8 100.0
Total 125 100.0 100.0

Because of Celebrity advertising, people invest in many companies which often they don’t need

41
35

21 21

Strongly Disagree Disagree Neutral Agree Strongly Agree

Series1 Frequency

Inference:
From the above-mentioned table and chart, we could infer that consumer agree that because of celebrity
endorsing they tend to invest in many companies in which they don’t really need to.

41
11. Service comparison becomes less significant when a company has a strong social media presence

Service comparison becomes less significant when a company has a

strong social media presence

Cumulative
Frequency Percent Valid Percent Percent
Strongly Disagree 15 12.0 12.0 12.0
Disagree 24 19.2 19.2 31.2
Neutral 53 42.4 42.4 73.6
Agree 25 20.0 20.0 93.6
Strongly Agree 8 6.4 6.4 100.0
Total 125 100.0 100.0

Service comparison becomes less significant when a

company has a strong social media presence

53

24 25

15
8

Strongly Disagree Disagree Neutral Agree Strongly Agree

Series1 Frequency

Inference:
From the above-mentioned table and chart, we could infer that most of the respondents are neutral (neither
agree nor disagree) that they will consider the quality of the service or its substitute before investing in a
company.

42
12. Social media is an effective marketing device to transfer cultural meanings to services

Social media is an effective marketing device to transfer cultural

meanings to services
Cumulative
Frequency Percent Valid Percent Percent
Strongly Disagree 2 1.6 1.6 1.6
Disagree 20 16.0 16.0 17.6
Neutral 46 36.8 36.8 54.4
Agree 43 34.4 34.4 88.8
Strongly Agree 14 11.2 11.2 100.0
Total 125 100.0 100.0

Social media is an effective marketing device to trans-

fer cultural meanings to services

46
43

20

14

2
Strongly Disagree Disagree Neutral Agree Strongly Agree

Inference:
From the above-mentioned table and chart, we could infer those 46 respondents are neutral (neither agree
nor disagree) and 43 respondents agree that social media is an effective marketing device to transfer cultural
meanings to products.

43
13. Do you believe each and every aspect shown on social media is true?

Do you believe each and every aspect shown on social media is true
Cumulative
Frequency Percent Valid Percent Percent
Strongly Disagree 33 26.4 26.4 26.4
Disagree 16 12.8 12.8 39.2
Neutral 39 31.2 31.2 70.4
Agree 20 16.0 16.0 86.4
Strongly Agree 17 13.6 13.6 100.0
Total 125 100.0 100.0

39

33

20
16 17

Strongly Disagree Disagree Neutral Agree Strongly Agree

Inference:
From the above-mentioned table and chart, we could infer that 39 respondents are neutral (neither agree nor
disagree) and 33 respondents disagree that each and every aspect shown on social media is true.

44
 HYPOTHESIS TESTING

Anova

Post Hoc Tests

Multiple Comparisons
Dependent Variable: What makes you Notice a company?
Bonferroni
Mean Difference 95% Confidence Interval
(I) Age (J) Age (I-J) Std. Error Sig. Lower Bound Upper Bound
Below 18 18 -25 .624 .435 1.000 -.62 1.87
25- 30 .025 .463 1.000 -1.30 1.35
30- 40 -.292 .496 1.000 -1.71 1.13
Above 50 -.029 .552 1.000 -1.61 1.55
18 -25 Below 18 -.624 .435 1.000 -1.87 .62
25- 30 -.599 .221 .076 -1.23 .03
30- 40 -.916* .283 .015 -1.72 -.11
Above 50 -.652 .372 .822 -1.72 .41
25- 30 Below 18 -.025 .463 1.000 -1.35 1.30
18 -25 .599 .221 .076 -.03 1.23
30- 40 -.317 .324 1.000 -1.25 .61
Above 50 -.054 .405 1.000 -1.21 1.10
30- 40 Below 18 .292 .496 1.000 -1.13 1.71
18 -25 .916 *
.283 .015 .11 1.72
25- 30 .317 .324 1.000 -.61 1.25
Above 50 .264 .442 1.000 -1.00 1.53
Above 50 Below 18 .029 .552 1.000 -1.55 1.61
18 -25 .652 .372 .822 -.41 1.72
25- 30 .054 .405 1.000 -1.10 1.21
30- 40 -.264 .442 1.000 -1.53 1.00
*. The mean difference is significant at the 0.05 level.

Objective: to know the perspective of different age groups in noticing a company.

H0: there is no significant difference between the perspective of different age groups in noticing a
company.

H1: there is a significant difference between the perspective of different age groups in noticing a company.

45
Analysis of the test-
On comparing the age group of below 18 with all other age groups the P-value came to be 1.000 which is
greater than 0.05, therefore in this case we will accept the H0 that means there is no significant difference
between the perspective of below 18 age respondents and other age groups in noticing a company.

Similarly, we compared each age group against each other age groups and the p-value for each comparison
came out to be as follows

For comparison between 18-25 and 25-30, P-value is 0.076 which is greater than 0.05, therefore in this case
we will accept the H0 that means there is no significant difference between the perspective of 18-25 and 25-
30 age groups in noticing a company.

For comparison between 18-25 and 30-40 P-value is 0.015 which is less than 0.05, therefore in this case we
will reject the H0 that means there is a significant difference between the perspective of 18-25 and 30-40
age groups in noticing a company.

For comparison between 18-25 and above 50 P-value is .822 which is greater than 0.05, therefore in this
case we will accept the H0 that means there is no significant difference between the perspective of 18-25
and above 50 age groups in noticing a company.

Paired Samples Test

Paired Differences
95% Confidence Interval
Std. Std. Error of the Difference Sig. (2-
Mean Deviation Mean Lower Upper t df tailed)
Pair Gender - Price -1.416 1.172 .105 -1.624 -1.208 -13.506 124 .000
1 Comparison
becomes less
necessary when a
celebrity is endorsing
the product
T-Test

Objective: to know the difference between the thinking of male and female with respect to the price
comparison when a company is promoted on social media
H0: there is no significant difference between the thinking of male and female with respect to the price
comparison when a company is promoted on social media
H1: there is significant difference between the thinking of male and female with respect to the price
comparison when a company is promoted on social media

Analysis of the test-

46
Since P-value (0.0000) < 0.05, hence we reject H0, thus we conclude that H1 is accepted which means that
there is significant difference between the thinking of male and female with respect to the price comparison
when a company is promoted on social media

Nonparametric Correlations

Correlations
Social media Social media
makes you helps in
notice a promotion of a
company. company.
Spearman's rho Celebrity endorsement Correlation Coefficient 1.000 .395**
makes you notice a brand. Sig. (2-tailed) . .000
N 125 125
Celebrity endorsement helps Correlation Coefficient .395** 1.000
in brand promotion Sig. (2-tailed) .000 .
N 125 125
**. Correlation is significant at the 0.01 level (2-tailed).

Table 1: Correlation between the factors related to social media promotion

Correlations
Do you believe Do you invest in
social media a company
promoted when it
companies are promoted on
of good quality social media
Spearman's rho Do you believe celebrity- Correlation Coefficient 1.000 .549**
endorsed products are of Sig. (2-tailed) . .000
good quality N 125 125
Do you buy a brand if your Correlation Coefficient .549 **
1.000
favorite celebrity is Sig. (2-tailed) .000 .
endorsing it N 125 125
**. Correlation is significant at the 0.01 level (2-tailed).

Table 2: Correlation between the factors related to celebrity endorsement

47
Ho: There is no significant relationship between all the factors related to social media promotion
H1: There is a significant relationship between all the factors related to social media promotion.

Analysis of the test-

Since P-value (0.00001) < 0.05, hence we reject H0, thus we conclude that H1 is accepted which means that
there is a significant relationship between all the factors related to social media promotion.

FINDINGS

FINDINGS:
 The aim of this research is to determine the importance of social media promotion on sales out
sourcing company
 To see what people, social media promotions related to outsourcing companies. Based on all the data
and hypothesis testing, we can conclude that social media promotions play an important role in
development of any company.
 From this study, we find that about 55% of the public is influence by social media promotions but
45% of the public assumes that social media promotion does not impact the growth of a company.
 According to this report, social media promotion is an effective marketing communication method
for generating new information amongst the customers.

.2 SUGGESTION:
 For future researchers to work with this subject, more attributes of social media should be taken into
consideration as this study took just a few of them into consideration.

 Future studies should look at how social media affects other factors such as organizational
profitability and brand image of a particular company.

48
 Chapter 6: Recommendations and Learning from SIP

RECOMMENDATIONS AND SUGGESTIONS

After the analysis of the research study, there are a few recommendations and suggestions which need to be
considered.

 The perception of the consumers towards social media highly influences the brand loyalty
of the customers. Therefore, companies like Vast Tec should provide more value to their
presence on social media as it will help them to get loyal customers.

 The value proposition of the companies should be done in a way so that people can be made
more aware about the particular company in the best possible time. This will increase the
loyalty of the customers for the brand and also keep them more aware.

 According to the research study, it was seen that most of the young people, who is
considered the most revenue generating segment for companies like Vast Tec tend to spend
considerable time on social media. In order to increase the popularity of the company social
media can prove to be a great tool
 Companies like Vast Tec should also focus on increasing the popularity and awareness of
their brand among the people who belong to the corporate world as they are the ones who
will ultimately become the customers of the company

 After the COVID-19 pandemic, now most of the things have shifted, so has the work culture
of Vast Tec , this has provided the employees flexibility to work round the clock also the
customers can reach out to the concerned authorities in a more effective way than before.

49
 KEY LEARNINGS FROM SIP

 In order to complete a task on time, proper planning and organizing is required. Therefore,
I can say that through this research work, I learnt to plan and utilize the time appropriately
to complete a task in a stipulated time. It made me more systematic while doing my
research work.
 Through my research work, I got some basic knowledge and understanding of the IT
sector, specially about the B2B sales industry. For the study, I had done some in depth
research and got a good understanding and knowledge of the industry.
 I also got an opportunity to realize the significance of research in order to deal with the new
scenarios, practices and trends of the industry. Updated information about the industry is
important in order to deal with the changing scenarios and trends of a particular industry,
for which research work on the industry or a particular company can be of great help.

 I also learnt about the work culture of Vast Tec and also got to know about the current
situation and trends that are being followed by the company.
 With the help of SWOT and PESTLE analysis of the company, I got an understanding of
various internal and external factors that are having an impact in the company. Through the
survey, I learnt about the real market situation of B2B sales companies and the position of
Vast Tec in the Indian IT industry.
 After the survey, I also learnt how the behavior and perception of the consumers are
affected by the various advertising and marketing campaigns, including various promotion
methods on social media and how it creates a huge impact in the overall perception of the
consumers towards the brand.
 I understood from the research that the IT sector plays a major role in the Indian economy,
and the rise and fall in the B2B Sales industry might affect the economy to some extent.
However, during the COVID-19 situation, B2B sales market and the overall IT industry is
not being much affected, instead it has witnessed a rise since most pf the things have
shifted to online.

50
 Chapter 7: Limitations, Future Scope and Conclusion

LIMITATIONS

There were a few limitations of the research study too. If not for these restrictive factors, which has affected
the research work in some way or the other, the findings and results would have been more polished and
enhanced.

 It was a bit difficult to get the responses as people were not much ready to fill
the questionnaire easily.
 At some points, it was not easy to get the access to some necessary information from
the companies because of company policies, confidential data and privacy issues.
 There were time constraints for the research study. A large amount of time is required in order
to do a full-fledged research study. But due to the limitation of time, I was not able to survey
a larger section of people, which otherwise would have improved the study.
 Another limitation was that direct interaction with the respondents and the industry people
was not possible due to the COVID-19 situation. If field study were included in the
research work too, the findings would have been more appropriate and improved.
 The dimensions of the study were limited to consumer perception, brand awareness and
brand loyalty. Most dimensions, if considered, would have made the survey findings better
and more elaborative.

FUTURE SCOPE OF THE STUDY

 After getting an idea about which factors affect the awareness and loyalty towards the
company, appropriate advertisements and marketing campaigns can be designed later
according to that.
 More parameters can be taken into consideration in order to get into more details and
make improvements in the study in the future.
 Some of the trends in the market are forever changing; the research study can be
conducted including all those factors as well in the future.

51
 CONCLUSION

The research study was conducted in order to understand the perception of the consumers about B2B
sales companies like Vast Tec and about the awareness and loyalty towards the company. Some of
the conclusions that were found after the survey were:

 The overall study on both the brands shows that social media has a deep impact on the
perception of people and it influences their decision to invest in a company or not.
 The perception and loyalty of the consumers highly depends on the way company
promotes itself and the marketing campaigns they come up with.
 The survey also leads to a conclusion that customers generally want to stay aware about the
company they prefer. Even if they know about the company, they want to find out more
about the new and recent campaigns and information about their preferred company.
 The research study has also showed that the consumers are generally loyal to the company
which they mostly prefer. They tend to find and buy products of their preferred company
even if it is not easily available sometimes.
 It can also be concluded from the research that consumers tend to recall and recognize the
logo of their favourite company quite easily because of the awareness about the company,
which eventually leads to brand loyalty.

52
 Chapter 8: References

 https://vasttec.in/
 https://www.google.com
 www.wikipedia.com

Annexure

QUESTIONNAIRE

1. Email address *

2. Name *

3. Age *

4. Gender *

Mark only one oval.

53
Male

Female

Other:

54
5. Occupation *

Mark only one oval.

Studen

Self

Employed/Business

Government Employee

Private Sector

Employee Homemaker

Other:

6. Education *

Mark only one oval.

Matriculate

Intermediat

e Graduate

Post-Graduate

Other:

7. Place of living*

Mark only one oval.

Urban

Semi-Urban

55
Rural

56
 8. Family Income *

Mark only one oval.

Less than 3,00,000

3,00,000-5,00,000

5,00,000-10,00,000

10,00,000-15,00,000

15,00,000 and above

9. Approx. what time do you spend on social media? *

Mark only one oval.

0-1 hour

2-4 Hours

4-8 hours

More than 8

hours

6. What makes you notice a sales outsourcing company? * Mark only one oval.

Revenue of the company

Client review

Social media advertisements

Others
 7. What means of promotion of a company persuades you the most outsource your sales to a

company? *

Mark only one oval.

Television

Internet / Social media

Newspaper & Magazines

Radio

Others

8. Which all celebrity endorsements methods influence your decision of outsourcing? (you can

choose more than one) *

Tick all that apply.

Blogs

Posters

Videos

Reels

9. What do you think is the reason for the companies who choose social media for their service

promotion?

Mark only one oval.

 Easy recognition of their service

To compete strongly

To be able to increase sales and profit

Others

10. Indicate your opinion for the statements. *

Mark only one oval per row.

Strongly Strongly
Agree Neutral Disagree
Agree Disagree

Social media makes

you notice a company.

Social media helps in

company promotion.

Do you believe social media

Promoted companies are really
Of good
qualitu]
Do you invest in a company if your
Favorite social media page is endorsing
Endorsing it

11. Which factor determine your investment decision about social media promoted

websites/companies? *

Mark only one oval.

Popularity of page
 of celebrity

Similarity with celebrity

Trustworthiness of celebrity

12. Indicate your opinion for the statements (1 denotes least and 5 denotes highest.) *

Mark only one oval per row.

1 2 3 4 5

Social media is misleading

And does not give true picture about
The company?

Because of social media advertising,

People invest in a lot of things that they
Do not really need.

Service Comparison becomes less

necessary when a company has
a strong social media presence

Social media is an
effective marketing device to
transfer cultural meanings to
Services of a company.

Do you believe the every aspect of

The company shown is
true

13. Does any recent bad news about the celebrity makes you think of your purchase decision on

his/her endorsed product? * Mark only one oval.

Yes
No
14. Do you think outsourcing companies have bright future ?

yes

No

Cant say