SANT GADGE BABA AMRAVATI UNIVERSITY,

AMRAVATI

FOR THE DEGREE OF

BACHELOR IN COMMERCE ( B.COM )

FACULTY OF COMMERCE & MANAGEMENT

SUBJECT :- E-COMMERCE –I
“Topic Name: meesho”
BY

STUDENT NAME: RENUKADAS BHAVANIDAS BHOPI

B.COM III SEM. V (ENG)
PHULSING NAIK MAHAVIDYALAYA, PUSAD

UNDER THE GUIDANCE OF

Prof. P. S. DESHMUKH
Assistant Professor
Faculty of Commerce & Management

PHULSING NAIK MAHAVIDYALAYA, PUSAD

2022-23

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 DECLARATION BY STUDENT

I, The Undersigned RENUKADAS BHAVANIDAS BHOPI

( Class B.Com III Sem. V ) Hereby Declare That, This Project Work
Entitled, Is A Result Of Own Work

I Hereby Declare That All Information Of This Project Has Been

Obtained And Presented In Accordance With Academic Rules And Ethical
Conduct.

COLLEGE ROLL NO :-

UNIVERSITY EXAM SEAT NO : 21AC318450

DATE:

PLACE :

NAME : RENUKADAS BHAVANIDAS BHOPI

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 PHULSING NAIK MAHAVIDYALAYA, PUSAD

faculty of Commerce & Management

CERTIFICATE

This to certify that RENUKADAS BHAVANIDAS BHOPI

of Final year Bachelor of Commerce in the faculty of Commerce &
Management has submitted PROJECT report entitled in Partial
fulfillment for the session 2022-2023. It has been found to be
satisfactory and hereby approved for the submission. It is his/her own
work and fact reported by his/her personal finding and investigation.

Date of Submission:

Dr. Bhaskar B. Padhen Prof. Prasanna S. Deshmukh

Head of Faculty Signature of Guide

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 “Name of the Project: MEESHO”

INDEX

Sr. No Name of the Content Page No

1 INTRODUCTION 1
2 REVIEW AND LITERATURE 2-5
3 INDUSTRY AND COMPANY PROFILE 6-8
4 DATA ANALYSIS AND INTERPRETATION 9-27
5 FINDINGS, SUGGESTIONS & CONCLUSION 27-30

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 CHAPTER:1

INTRODUCTION

The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s,
digital. Marketing became more sophisticated as an effective way to create a
relationship with the consumer that has depth and relevance.
Digital marketing was defined in Wikipedia as "marketing that makes use of electronic
devices (computers) such as personal computers, smart phones, cell phones, tablets and
game consoles to engage with customers. Digital marketing applies technologies or
platforms such as websites, e-mail, apps (classic and mobile) and social networks".
Peoples often referred digital marketing as 'online marketing' or 'internet marketing' but
it's wrong.
Digital marketing revolves around the Internet, which explains why people tend to
believe that digital marketing and Internet marketing are synonymous. Nonetheless,
they are different. Internet marketing falls under the category of digital marketing.
Internet marketing encompasses digital marketing services such as search engine
optimization, display advertising. and email marketing.
Meesho is an Indian e-commerce company, headquartered in Bangalore, India. It was
founded by IIT Delhi graduates Vidit Aatrey and Sanjeev Barnwal in December 2015. It
provides an online platform for small business to sell their products to consumers as
well as resellers who can resell the products via social channels such as Whatsapp,
Facebook and Instagram.
Meesho was one of the three Indian companies to be selected for Y Combinator in 2016.
It was also a part of the first batch of Google Launchpad – Solve for India program.
Meesho was reported to be India's most downloaded app on Play Store for July 2021.
The project entitled “A study on the influence of digital marketing and advertising of
Meesho app among the customers“.The main objective of the study was to analyze the
influence of advertising among the users of Meesho app.

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 CHAPTER:2

Review and literature

Introduction
A literature review is an overview of the previously published works on a topic. It is a report of
studies found in the literature related to the specific topic. The process of reviewing the literature
requires different kinds of activities and ways of thinking. A literature review provide the people
with a general image of the existing knowledge on the topic. They are secondary source of
information. The review should summarize, evaluate and clarifies the literature of a topic.it is a
theoretical basis for the project. The review of literature chapter include two parts. The first part
contain conceptual review and second part contain empirical review.

Conceptual Review
A Conceptual review is looking for key factors, concepts or variables related to the study. It is a
review that illustrates what you expect to find through the study. Consumer behaviour is the
behaviour of individuals, groups, or organizations associated with the purchase, use and disposal of
goods and services. Online shopping indicates electronic commerce to buy products or services
directly from the seller through internet. More people than before are using online shopping for a
wide variety of items. Online shopping has unique characteristics. The goal of the conceptual
literature review is to categorize and describe concepts relevant to the study and provide an outline
of relationship between them. It helps to determine the nature of our own project.

Digital Marketing
Digital marketing is the component of marketing that uses the Internet and online based digital
technologies such as desktop computers, mobile phones and other digital media and platforms to
promote products and services. Its development during the 1990s and 2000s changed the way
brands and businesses use technology for marketing. As digital platforms became increasingly
incorporated into marketing plans and everyday life, and as people increasingly use digital devices
instead of visiting physical shops,digital marketing campaigns have become prevalent, employing
combinations of search engine optimization (SEO), search engine marketing (SEM), content
marketing, influencer marketing, content automation, campaign marketing, data-driven marketing,
e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing,
display advertising, e– books, and optical disks and games have become commonplace. Digital
marketing extends to non-Internet channels that provide digital media, such as television, mobile
phones (SMS and MMS), callback, and on-hold mobile ring tones. The extension to non-Internet
channels differentiates digital marketing from online advertising. MEESHO follows a b2c business
model. A d2c (direct-to-consumer) model is when all forms of middle parties such as resellers are cut

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out of the equation. This also entails that the supplier/entrepreneur has the main hold in marketing
and publicising about their products

Advertising
Advertising is a marketing communication that employs an openly sponsored, nonpersonal message
to promote or sell a product, service or idea.[1]: 465  Sponsors of advertising are typically businesses
wishing to promote their products or services. Advertising is differentiated from public relations in
that an advertiser pays for and has control over the message. It differs from personal selling in that
the message is nonpersonal, i.e., not directed to a particular individual.[1]: 661, 672  Advertising is
communicated through various mass media,[2] including traditional media such as newspapers,
magazines, television, radio, outdoor advertising or direct mail; and new media such as search
results, blogs, social media, websites or text messages. The actual presentation of the message in a
medium is referred to as an advertisement Advertisement of the product on the platform is done by
the reseller. Promotion and advertising the product is done on social media platforms such as
Facebook, WhatsApp and Telegram. This engages with people directly and helps them to connect
and promote the product better in terms with selling the product

Factors influencing the digital marketing and advertising of the users of

Meesho App
Psychological Factors:- Psychological factors like motivation, perception, learning, attitudes and
beliefs play a crucial role in purchasing a particular product and services. To increase sales and
encourage the consumer to purchase product, organization should try to create a needs in the
consumer’s mind which develops an interest in buying. Depending on the experiences, beliefs, and
personal characteristics of the consumer, each individual has a different perception from one
another

Personal Factors:- Consumer behaviour includes personal factors such as age, occupation, economic
situation, and lifestyle. Consumer changes the purchase of goods and services with the passage of
time. Occupation, economic situation, lifestyle have a significant impact on buying behaviour. A
person with high income 3 chooses to purchase expensive product and services. On the other hand,
a person with low income chooses to purchase inexpensive product and services.

Social Factors:- Human beings live in an environment surrounded by several people who have
different buying behaviour. Social factors include family, reference group, roles and status. A
person’s behaviour is influenced by small groups like family, friends, social networks, and
surroundings who have different buying behaviour. These groups form an environment in which an
individual build the personality.

Economic Factors: The consumer buying habits and decisions greatly depend on the economic
situation of a country or a market. When consumers experience a positive economic environment,
they are more confident to spend on buying products. When the economy is strong, it leads to the
greater money supply in the market and higher purchasing power for consumers. Economic factors
include savings, family income, personal income, liquid assets.

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Empirical Review
The word empirical refers to collection of data using evidence that is collected through observation
or experience or by using standardized scientific 4 instruments. The following review of literature
has conducted to gain deeper understanding to the consumer buying behaviour towards online
shopping. This chapter contain the review of various literatures considered to the study.

Angella Jiyoung Kim and Eunju Ko (2012): Impacts of luxury fashion brand’s social media
marketing on customer relationship and purchase intention. Luxury brands have always been
fashion industry leaders , with admirable aesthetic value and innovative yet traditional business
management. The brands constantly struggle to secure profits by providing novel value to customers
through quality products and services, customer management, retail strategies and innovative
marketing mixes.

Adnan Veysel Ertemel and Ahmad Ammoura (2016): The role of social media advertising in
consumer buying behaviour. Consumer buying behaviour is known as consumer decision making is
the process by which individuals search for services to satisfy required needs. This study has been
designed to answer main question about the role of social media advertising on consumer buying
behaviour in very active filed which is fashion retail industry, then determine the differences if
existed in this relation regarding to the name of the brands and consumers demographics factors.

Aushutosh Pandey (et al) (2018): Social media marketing impact on the purchase intention of
millennials. During the last decade we have seen an enormous growth of new channel of interaction
i.e., social media such as Facebook, Twitter and YouTube, where people can share their feelings,
likes, dislikes publicly in the forum. Social media is emerging as a new sophisticated and
uncontrollable element influencing consumer behaviour.From past relevant studies three constructs
namely eWOM, attitude toward social media advertising and peer communication has been
identified and through it, an attempt has been made to find out the effect of all these mediums of
SMM on purchase intention of millennial consumers.

Udayangani Rathnayaka (2018): Role of digital marketing in retail fashion industry : A synthesis of
the theory and the practice. With the extensive technology development which has undertaken by
the world, traditional concept of marketing has fabricated with a digital mode that brings the whole
world to the customer’s doorstep in one click.The utmost purpose of the study is to identify the
impact of digital marketing in consumer behaviour with special reference to retail fashion industry.
Secondary sources of data has used for the study and based on the results of the secondary data
analysis, conclusion has derived with the findings.

Sumanjeet Singh (et al) (2020): Impact of social media marketing on consumer consciousness and
purchase of durable products. Social media marketing (SMM) has brought significant change in the
marketing of the product and strengthens the marketing communication process.The empirical
research was carried out with a structured questionnaire of 617 samples collected and analysed with

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the help of Structure equation modelling and mediation model is tested. The findings provide useful
insight to both marketers and academicians in planning for their SMM and its future implication.

Shreya Pattnaik and Prachi Trivedi (2020): The impact of social media marketing on online
fashion industry. Social media marketing (SMM) has brought significant change in the marketing of
the product and strengthens the marketing communication process. The findings provide useful
insight to both marketers and academicians in planning for their SMM and its future implication.

Shu-Chuan Chu and Yoo-Kyoung Seock (2020): The power of social media in fashion advertising.
In todays digital era, as people spend their time online, social media has become a trendsetter for
society. The fashion industry has benefited from using social media, posting pictures and videos and
writing about their fashion products and business practices to attract consumers and increase brand
awareness. These platforms attract new customers by offering information bout fashion and brands
while keeping loyal customers by offering new channels for advertising.

Sriram K.V (et al) (2021): Social media advertisements and their influence on consumer purchase
intention. Rapid rise in social media users has spawned a new form of advertising for businesses
called social media advertising. Advertisers have long faced one of the most important challenges:
low consumer acceptability of commercials. It is vital to identify the most salient elements of social
media advertisements that influence how consumers see them. The study discovered that elements
such as attention-grabbing details, celebrity endorsement, and emotional appeal have a
considerable impact on customer purchase intention. A sufficient emphasis on the aforementioned
traits would aid in the development of effective social media marketing and increase consumer
buying intent.

Ying Jiang and Shi Yin (2021): The impact of social media marketing on consumer’s purchase
intention. Due to the rapid development of social media, the core of this paper is to explore the
influence factors of social media marketing on consumers’ purchase intentionThe result shows that
consumer product feedback, celebrities’ traffic, social media influencers’ traffic, and brand
promotion have positive impact on consumers’ purchase intention. Enterprises can conduct social
media marketing according to the above conclusions, which has certain significance for improving
users’ purchase intention.

Khairun Nisa Mustaffa Halabi and Masri Abdul Lasi (2021): Marketing technologies and its
effect towards online purchasing behaviour of fashion consumers in Malaysia. Leveraging existing
literature, this paper reviews the factors that affect the online purchasing behaviour of fashion
consumers in Malaysia. The ability of the young middle class to earn more money and experience
global fashion trends are key drivers of the change in their consumption behaviour. The outcome is
an increased need for exciting experiences when shopping, and higher fashion tastes which can be
attributed to the ever-increasing trends in technological innovations.

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 CHAPTER:3

INDUSTRY AND COMPANY PROFILE

Industry Profile

Online shopping industry

Online shopping is a form of electronic commerce which allows consumers to directly buy goods or
services from a seller over the Internet using a web browser or a mobile app. Consumers find a
product of interest by visiting the website of the retailer directly or by searching among alternative
vendors using a shopping search engine, which displays the same product's availability and pricing at
different e-retailers. As of 2020, customers can shop online using a range of different computers and
devices, including desktop computers, laptops, tablet computers and smartphones.

Online stores usually enable shoppers to use "search" features to find specific models, brands or
items. Online customers must have access to the Internet and a valid method of payment in order to
complete a transaction, such as a credit card, an Interact-enabled debit card, or a service such as
PayPal. For physical products (e.g., paperback books or clothes), the e-tailer ships the products to
the customer; for digital products, such as digital audio files of songs or software, the e-tailer usually
sends the file to the customer over the Internet Online shopping is a process whereby consumers
directly buy goods, services etc. from a seller without an intermediary service over the Internet.
Shoppers can visit web stores from the comfort of their house and shop as by sitting in front of the
computer. Online stores are usually available 24 hours a day and many consumers have internet
access both at work and at home. So it is very convenient for them to shop Online. One of the most
enticing factors about online shopping, particularly during holiday season is, it alleviates the need to
wait in long lines or search from a store for a particular item. Variety of goods are available in online.
So the researcher want to know the preference of the consumers. So fifty respondents were met
and data were collected regarding their preference towards shopping online.

Company Profile

Meesho
Founded in 2015, Meesho is a social e-commerce company. It is headquartered in Bengaluru. Over
the years, Meesho has emerged as a popular choice for resellers and producers. By using Meesho
platform, small businesses and individuals can start their online business with almost zero
investment. The focus is on using popular social platforms such as Facebook, WhatsApp and
Instagram. Meesho works as a facilitator to connect sellers to customers and also takes care of
payment processing and delivery. Even when facing tough competition from the likes of Amazon and
Flipkart, Meesho has been able to register strong growth over the years. The focus on promoting
local producers, sellers and creators has contributed significantly to Meesho’s success. Meesho

6
recently achieved the ‘Unicorn’ tag, which goes on to show its growing worth and potential. The
online reseller platform Meesho perhaps requires no introduction. The platform has carved a niche
for itself and has gained popularity among consumers and retailers alike by making online reselling
and shopping hassle-free and affordable. Meesho provides secure and timely transactions, as well as
low-cost returns and shipping. More than 2.6 million resellers throughout India trust Meesho. The
Bangalore based startup aspires to build an environment where anybody can establish a business
with no financial investment. On the Meesho platform, there are over two million resellers.
Furthermore, the company boasts of having more than 20,000 Meesho suppliers from more than
500 towns to its name. Meesho works on a commission of about 10-15%, and sellers may earn
money with Meesho by introducing a gross margin to every transaction. Meesho, India's largest
resale platform, was founded in 2015. Meesho app essentially connects manufacturers to resellers.
Manufacturers list their commodities on the Meesho shopping app, which allows merchants to
choose from any of their products and sell them to customers using social networks like WhatsApp,
Facebook, and 17 Instagram. Clothing, accessories, furniture, culinary utensils, and cosmetics
producers are among the suppliers who list their products on Meesho.

History
Coming from middle-class families, the founders had often purchased goods from small businesses.
However, when they looked at the e-commerce revolution taking place in the country, they realized
that majority of small businesses were left out. Same was the situation with a number of talented
individuals who had unique products to offer but weren’t able to sell online. This prompted the
founders to design a platform that will allow producers and resellers to launch their products online.
Instead of directly competing with e-commerce giants, the founders thought it suitable to use social
platforms for their business. The focus on tier 2 and tier 3 cities is another factor that has helped
Meesho register strong growth. However, competition is expected to get tougher, as e-commerce
giants too have stepped up focus on smaller cities and towns. Nonetheless, with its unique business
approach and through social selling, Meesho is confident about its future prospects. The company
has plans to on-board 100 million small businesses on its platform. This will significantly strengthen
its ecosystem and choices available to end users. Vidit Aatrey (Founder & CEO) of Meesho chose to
leave their Job at InMobi and begin with the startup journey. Then he founded Meesho with his Co-
founder and CTO Sanjeev Barnwal who was working with Sony corporation back then. They both
were batchmates (2008-12) and came up intending to build a platform to help the MSME sector
(Micro. Small and Medium Enterprises). So, as social commerce was struggling to maintain the space
in India, Meesho guided the way and revolutionized the Industry. When this duo, founders of
Meesho left their cushy jobs to start something by own. They originally started with the name
FASHNEAR. They were seeming at creating a platform for fashion; a fashion comparable to what
Zomato, Swiggy did with food, 18 Grofers did with groceries. They planned to sign up for multiple
stores from different localities on our app. Potential consumers could pick items from these shops
and a delivery person would deliver them to their residence. They could pick the ones they want,
pay for them, and return the rest if not needed.

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Funding
Meesho has received investments worth USD 515.2 million via 9 rounds of funding. Some of the key
investors include Y Combinator, SAIF Partners, Sequoia India, Shunwei Capital, DST Partners, RPS
Ventures, Venture Highway, Facebook, Naspers, SoftBank Vision Fund and Knollwood Investment.
Meesho has also received investments from a number of angel investors.

Acquisitions
Meesho has not made any acquisitions in recent times.

Competitors
Meesho competes with the likes of DealShare, GlowRoad, Shop101, and StoreHippo.

About the founders

Meesho was founded by IIT graduates Vidit Aatrey and Sanjeev Barnwal. Vidit currently serves as the
CEO of Meesho. Earlier, he had worked with companies such as InMobi and ITC Limited. Sanjeev
currently serves as the CTO at Meesho. Earlier, he had worked with Sony Corporation and Samsung.

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 CHAPTER:4

DATA ANALYSIS AND INTERPRETATION

Table 4.1 : Table showing gender wise classification of respondents.

Particulars Number of respondents Percentage of

respondents
male 32 64%
female 18 36%
total 50 100%
(Source: Primary data)
From the above table we can understand that 64% of respondents are male and 36% of respondents
are female.

Chart 4.1 : Chart showing gender wise classification of respondents.

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 Table 4.2 Table showing the users using Meesho app.

From the above table we can understand that 100% of respondents are using Meesho app.

Chart 4.2 Chart showing the users using Meesho app.

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Table 4.3 Table showing the users who came to know about Meesho app

From the above table we can understand that 36% of respondents came to know about Meesho app
through advertisement, 32% of the respondents through friends, 32% of the respondents through
social media and none of them have opted newspaper.

Chart 4.3 Chart showing the users who came to know about Messho app

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 Table 4.4 :-Table showing whether Meesho app is providing adequate
advertisements for their products.

From the above table we can understand that 54% of respondents have opted yes , 40% of
respondents have opted maybe and 6% of respondents have opted no.

Chart 4.4 Chart showing whether Meesho app is providing adequate

advertisements for their products.

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 Table 4.5 Table showing whether the advertisements influences the buying
behaviour of the customers

From the above table we can understand that 64% of the respondents agreed that the
advertisements influences the buying behaviour of the customers, 24% of the respondents have
opted neutral, 12% of the respondents strongly agree with the same and none of the respondents
have disagreed or strongly disagreed.

Chart 4.5 Chart showing whether the advertisements influences the buying
behaviour of the customers

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Table 4.6 Table showing whether the advertisements are reaching the public
as expected

From the above table we can understand that 86% of the respondents says that the advertisements
are reaching the public as expected 14% of the respondents says no to the same.

Chart 4.6 Chart showing whether the advertisements are reaching the public
as expected

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 Table 4.7 Table showing whether the users likes the advertisements in
Meesho app

From the above table we can understand that 44% of the respondents likes the advertisements in
Meesho app, 42% of the respondents have opted maybe and 14% of the respondents does not like
the advertisement in Meesho app.

Chart 4.7 Chart showing whether the users likes the advertisements in
Meesho app

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 Table 4.8 Table showing the reasons for liking the advertisement in Meesho
app

From the above table we can understand that 46% of the respondents find the advertisement
attractive, 26% of the respondents find it informative, 22% of the respondents find it productive and
6% of the respondents likes the advertisement because it is promoted by their favourite film stars.

Chart 4.8 Chart showing the reasons for liking the advertisement in Meesho
app

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Table 4.9 Table showing the type of products that the users buy from Meesho
app

From the above table we can understand that 44% of the respondents buys tops, 28% of the
respondents buys shirt, 10% of the respondents buys jeans, 10% of the respondents buys saree and
8% of the respondents buys other products.

Chart 4.9 Chart showing the type of products that the users buy from Meesho
app

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 Table 4.10 Table showing whether advertising will increase an online
shopping app’s target market and boost sales.

From the above table we can understand that 48% of the respondents agree that the advertising will
increase an online shopping app’s target market and boost sales, 30% of the respondents have
opted neutral, 12% of the respondents strongly agree to the same, 6% of the respondents disagreed
to the same and 4% of the respondents strongly disagree that the advertising will increase an online
shopping app’s target market and boost sales.

Chart 4.10 Chart showing whether advertising will increase an online

shopping app’s target market and boost sales.

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 Table 4.11 Table showing whether advertisement is necessary for the
marketing of products.

From the above table we can understand that 48% of the respondents agree that advertisement is
necessary for the marketing of products, 32% of the respondents strongly agree to the same, 20% of
the respondents have opted neutral and none of the respondents have disagreed or strongly
disagreed to the same.

Chart 4.11 Chart showing whether advertisement is necessary for the

marketing of products.

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 Table 4.12 Table showing the factors that the users consider for shopping in
Meesho App.

From the above table we can understand that 48% of the respondents considers price as the factor
for shopping in Meesho app, 30% of the respondents are shopping because of the quality of the
product, 12% of the respondents considers discount as the factor for shopping in Meesho app, 6% of
the respondents shops in Meesho because of the wide variety of products, 4% of the respondents
have opted none.

Chart 4.12 Chart showing the factors that the users consider for shopping in
Meesho App.

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Table 4.13 Table showing the obstacles that the users faced while purchasing
in Meesho App.

From the above table we can understand that 34% of the respondents find low quality in the
products, 30% of the respondents faced mismatch of products , 24% of the respondents faced delay
in delivery of products , 10% of the respondents faced differences in the size of the clothes , 2% of
the respondents faced none of the obstacles.

Chart 4.13 Chart showing the obstacles that the users faced while purchasing
in Meesho App.

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 Table 4.14 Table showing the age of the respondents.

From the above table we can understand that 70% of the respondents are in the age group of 15-20,
24% of the respondents are in the age of 21-25, 4% of the respondents are ion the age group of 26-
30, 2% of the respondents are in the age group of 31-35 and none of the respondents are in the age
group of 36-40.

Chart 4.14 Chart showing the age of the respondents

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 Table 4.15 Table showing whether the discounts in price of the products
attract the users to buy the products.

From the above table we can understand that 60% of the respondents have opted yes, 30% of the
respondents have opted maybe and 10% of the respondents have opted no that the discounts in
price of the products attract the users to buy the products.

Chart 4.15 Chart showing whether the discounts in price of the products
attract the users to buy the products.

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 Table 4.16 Table showing the problems that the users found in the product
they purchased from Meesho App.

From the above table we can understand that 56% of the respondents faced low quality in the
products, 30% of the respondents faced mismatch of products,12% of the respondents have
received torn clothes and 2% of the respondents have faced no problems.

Chart 4.16 Chart showing the problems that the users found in the product
they purchased from Meesho App.

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 Table 4.17 Table showing whether the customers agree that there is a
relationship between effective advertisement and sales performance.

From the above table we can understand that 40% of the respondents agree that there is a
relationship between effective advertisement and sales performance, 36% of the respondents have
opted neutral, 10% of the respondents disagreed and strongly disagreed and 4% of the respondents
have strongly agreed to the same.

Chart 4.17 Chart showing whether the customers agree that there is a
relationship between effective advertisement and sales performance.

25
 Table 4.18 Table showing whether the user will recommend Meesho App to
their friends.

From the above table we can understand that 86% of the respondents have recommended Meesho
app to their friends and 14% of the respondents have not recommended.

Chart 4.18 Chart showing whether the user will recommend Meesho App to
their friends.

26
 Table 4.19 Table showing the rating of Meesho app by the respondents.

From the above table we can understand that 62% of the respondents have rated 3, 24% of the
respondents have rated 4, 8% of the respondents have rated 2, 4% of the respondents have rated 1
and 2% of the respondents have rated 5.

Chart 4.19 Chart showing the rating of Meesho app by the respondents.

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 CHAPTER:5

FINDINGS, SUGGESTIONS & CONCLUSION

The project entitled “A study on the influence of digital marketing and advertising of Meesho App
among the customers of Thrissur Municipality”. The main objective of the study was to analyze the
promotional and marketing strategies of Meesho App. This project was successfully completed
through five chapters. The first chapter of the project contains introduction. It includes objective,
scope, sampling technique source of data and limitations of the study. The second chapter includes
review of literature. The third chapter of project is company profile and industrial profile. It includes
the achievements, awards, history and growth of Meesho App. The study is conducted through
direct personal interview of 50 individuals of various social groups with the help of well-structured
questionnaire. Respondent of selected samples are duly tabulated, analyzed and interpreted by
using various statistical tools are included in the fourth chapter. The researcher while conducting the
study comes across many findings, suggestions and conclusions. All these includes in fifth chapter.

Findings
1. In this study conducted majority of the respondents were male.

2. This study states that all respondents uses Meesho app.

3. In the survey conducted, 36% of the respondents came to know about Meesho app through
advertisement.

4. The study states that 54% of the respondents agree that Meesho app is providing adequate
advertisements for their products.

5. The study examined that majority of the respondents agreed that the advertisements influences
the buying behavior of the customers.

6. The study states that majority of the respondents agreed that the advertisements are reaching the
public as expected.

7. The study states that 44% of the respondents likes the advertisements in Meesho app.

8. The study examined that 46% of the respondents likes the advertisements in Meesho app because
they found it attractive.

9. The study explored that 44% of the respondents buys tops from Meesho app.

10. In the study conducted 48% of the respondents agreed that the advertising will increase an
online shopping app’s target market and boost sales.

11. In the study conducted majority of the respondents agree that advertisements is necessary for
the marketing of products.

12. In the study conducted 48% of the respondents consider price as the factor for shopping in
Messho app.

28
13. In the study conducted 34% of the respondents faced low quality products while purchasing
from Meesho app.

14. In the survey conducted majority of the respondents belong to the age group of 15 - 20 .

15. In the study conducted 60% of the respondents buys product from Meesho app because of the
discounts provided by them.

16.In the survey conducted 56% of the respondents received low quality products from Meesho app.

17. In the survey conducted 40% of the respondents have agreed that there is a relationship
between effective advertisement and sales performance. 40

18. In the study conducted 86% of the respondents says that they will recommend Meesho app to
their friends.

19. In the study conducted 62% of the respondents have rated 3 out 5 for Meesho app.

Suggestions
The following are the suggestions that appeared while analyzing the study:-

• The low quality of the products in Meesho app can be improved to attract the customers to buy
more.

• It would be better if Meesho app provides more strategies and techniques to attract people of the
age above 32 to Meesho app.

• Avoiding mismatch of products can attract more customers.

• It would be better if advertisements are more informative about the products in Meesho app.

• Speed of the delivery can be improved.

Conclusion
Today online marketing strategies are very important for the customers to get to know about the
products and also for the company to increase their sales which in turn helps to achieve their goals
like profitability and survival. Marketing strategies are means for achieving the organizational goals.
Social media marketing, e-mail marketing, content marketing etc. are some of the online marketing
strategies that helps consumers in selecting the right products at the right time and at the right cost
where customers can get a clear understanding of the products. Customer satisfaction is one of the
major and significant factors that has to be met with the help of various marketing tools and
techniques. 41 Here an attempt is made to understand the implementation of online marketing
strategies by Meesho App in increasing the sale of products. It can be concluded that, Meesho App
has adopted various strategies so as to help customers and also to increase the sale of products in
the highly competitive market. It also help them to grow over these years. The marketing methods
and advertisements used by the brand attracted more and more customers. Even though there were

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some drawbacks on the side of the brand , they timely attended to the grievances of customers and
thus build a strong brand image.

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