“Impact of Digital marketing on purchasing consumer behavior “

(With Reference To Digital Mojo Pvt Ltd, Hyderabad.)

A project report submitted to Jawaharlal Nehru Technological University - Kakinada

in the partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted By

Ms. Goda Chetana

Regd.No:206C1E0012

Under the guidance of

Dr. K. Madhavi Venugopal

MBA, M.A, Mphil, Ph.D
Associate Professor

MIRACLE SCHOOL OF MANAGEMENT

Miracle Educational Society Group of Institutions

(Approved by AICTE & Affiliated to JNTU, Kakinada)
Miracle City, Bhogapuram, Vizianagram, Andhra Pradesh, INDIA
(2020-2022)
 DECLARATION

I hereby declare that the project entitled “Impact of Digital marketing on purchasing consumer behavior ", is
an original work done by me and submitted to JNTU-Kakinada in partial fulfillment for the award of Degree of
Masters of Business Administration is entirely based on my own study is being submitted for the first time and it
has not been submitted to any of the university or institution or any degree or diploma.

Place: Vizianagram

Date: (Goda Chetana)

Dr. K. Madhavi Venugopal
MBA, M.A, M. Phil, Ph.D
Associate Professor Date:

CERTIFICATE

This is to certify that the project report titled “Impact of Digital marketing on purchasing consumer
behavior ” with reference to "Digital Mojo Pvt. Ltd.” is being submitted by Ms. Goda Chetana in partial
fulfillment for the award of the Degree of Masters of Business Administration has been carried out by him under
my guidance and supervision.

Mr.Dr. Burada Venkata Rao Dr.K. Madhavi Venugopal

(Associate Professor & HOD) (Associate Professor)

External Examiner
ACKNOWLEDGEMENTS
 Apart from the efforts of me, the success of this project depends largely on the
encouragement and guidelines of many others. I take this opportunity to express my gratitude to the
concerned that have been instrumental in the successful completion of this project.

I extended my heartfelt gratitude to my project guide Dr.K. Madhavi Venugopal, for her
consistent encouragement, benevolent criticism, inseparable suggestions which were the main
reasons to bring the work to present shape.

I am also thankful to our Head of the Department Mr. Dr. Burada Venkata Rao and all
other faculty members who helped me directly and indirectly for the successful completion of my
project work.

I wish to convey my sincere regards to our beloved Principal Dr. A. Arjuna Rao for his
Inspiration, timely help in the official clearances and valuable suggestions throughout my course.

I am immensely thankful to entire Marketing Department for rendering valuable information

and guidance while I am working at Digital Mojo Pvt. Ltd.

Finally I would like to express my deep sense of gratitude to my beloved parents and my
family members and my friends for their love and blessings to complete the project successfully.
 CONTENT PAGE NO.

CHAPTER – I
 INTRODUCTION 2
 NEEED FOR THE STUDY 3
 SCOPE and OBJECTIVES OF THE STUDY 4
 RESEARCH METHODOLOGY 5
 LIMITATIONS OF THE STUDY 7
CHAPTER – II
 ORGANIZATION PROFILE 10
CHAPTER – III
 THEORETICAL FRAME WORK 38
CHAPTER IV
 DATA ANALYSIS & INTERPRITATION 63
CHAPTER-V
 FINDINGS 80
 SUGGESTIONS 81

 CONCLUSION 82

 BIBIOGRAPHY 83

 QUESTIONNAIRE 84

LIST OF TABLES
Table No. Particulars Page Nos.

Table: 2.1 India's IT industry (USD bn) 14

Table: 2.2 Top Eight IT Hubs in India 15
Table: 4.1 What is Policies 64
Table: 4.2 Training programs 65
Table: 4.3 Getting promotion 66
Table: 4.4 Present HRM Policies 67
Table: 4.5 Working conditions 68
Table: 4.6 Views and suggestions 69
Table: 4.7 Recognition 70
Table: 4.8 Duration of training & Development 71
Table: 4.9 Incentives 72
Table: 4.10 Policies of individual employee 73
Table: 4.11 Promotional policies 74
Table: 4.12 Newly acquired knowledge and skills 75
Table: 4.13 Overall impression 76
Table: 4.14 Recreational programs 77
Table: 4.15 Cause the major loss 78

LIST OF FIGURES
Table No. Particulars Page Nos.
Figure: 3.1 Human Resource Management 58
Figure: 3.2 Warning Indicators 59
Figure: 4.1 What is Policies 64
Figure: 4.2 Training programs 65
Figure: 4.3 Getting promotion 66
Figure: 4.4 Present HRM Policies 67
Figure: 4.5 Working conditions 68
Figure: 4.6 Views and suggestions 69
Figure: 4.7 Recognition 70
Figure: 4.8 Duration of training & Development 71
Figure: 4.9 Incentives 72
Figure: 4.10 Policies of individual employee 73
Figure: 4.11 Promotional policies 74
Figure: 4.12 Newly acquired knowledge and skills 75
Figure: 4.13 Overall impression 76
Figure: 4.14 Recreational programs 77
Figure: 4.15 Cause the major loss 78