Natta Management Thesis

Management Thesis
on
“Impact Of Digital Marketing on Shopping Behavior of Students Pursuing

Higher Education in Tripura’’
“Submitted In the partial fulfillment of the requirement towards the award for the
degree of MBA”
Session 2021-23
Submitted to: Submitted by:
Dr. Dhananjoy Datta Name: Narayan Natta
Asst. Professor of FMC ID-21IUT0160090
ICFAI University, Tripura Program: MBA, Genera 2nd year
1
TABLE OF CONTENTS
SL PARTICULARS PAGE
NO NO
1 DECLARATION CERTIFICATE 3
2 ACKNOWLEDGEMENT 4
3 ABSTRACT 5
4 CHAPTER:1 INTRODUCTION 6-7
5 CHAPTER:2 LITERATURE REVIEW 8-22
6 CHAPTER:3 3.1 RESEARCH GAP 23-25

3.2 OBJECTIVE OF THE STUDY
3.3 HYPOTHESIS
3.4 RESEARCH QUESTIONS
3.5 RESEARCH METHODOLOGY
3.6 SAMPLING
7 CHAPTER:4 DATA ANALYSIS AND FINDINGS 26-48
8 CHAPTER:5 CONCLUSION & REFERENCES 49-55
2
The ICFAI University, Tripura
(Established Under Section 4(2) Of the Institute of Chartered Financial Analysts of India University, Tripura Act 2004)
CERTIFICATE
Date:
This Is to Certify That Management Thesis Titled “Impact of Digital Marketing on Shopping
Behavior of Students Pursuing Higher Education in Tripura’’ Submitted by Narayan
Natta ID No.21IUT0160090 For the Award of MBA of Faculty of Management Studies, The
ICFAI University Tripura, Embodies Original Work Done by Him Under My Supervision.
Signature of the supervisor
Dr. Dhananjoy Datta
Asst. Professor of FMC
ICFAI University, Tripura
3
CERTIFICATE OF PLAGIARISM
It is certified that the Management Thesis titled “Impact of Digital Marketing on Shopping
Behavior of Students Pursuing Higher Education in Tripura’’ Submitted by Narayan
Natta ID No.21IUT0160090 has been examined by us. We undertake the following-
a) Thesis has significant new work/knowledge as compared to already published or is

under consideration to be published elsewhere. No sentence, equation, diagram, table,
paragraph, or section has been copied verbatim from previous work unless it is placed
under quotation marks and duly referenced.
b) The work presented is original and own work of the author (i.e., there is no
plagiarism). No ideas, processes, results, or words of others have been presented as
the author’s own work.
c) There is no fabrication of data or results, which have been complied/ analyzed.
d) There is no falsification by manipulating research materials, equipment, processes,
changing, or omitting data or results such that data research is not accurately
represented in the research record.
e) The thesis has been checked and found within limits as per plagiarism policy and
instructions issued from time to time.
Signature of the supervisor
Dr. Dhananjoy Datta
(Asst. Professor of FMC)

4
Document Information
Analyzed document Narayan Natta MT WR.doc (D163122977)
Submitted 4/4/2023 10:11:00 AM
Submitted by Arijit Das
Submitter email arijitdas@iutripura.edu.in
Similarity 1%
Analysis address arijitdas.iutrip@analysis.urkund.com
Sources included in the report
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Entire Document
ManagementThesis
On
“Impact Of Digital Marketing on Shopping Behavior of Students
Pursuing Higher Education in Tripura’’ “Submitted In the partial
fulfillment of the requirement towards the award for the degree of
MBA” Session2021-23
Submitted to: Submitted by:
Dr. Dhananjoy Datta
Name: Narayan Natta
Asst. Professor of FMC
ID-21IUT0160090
Program: MBA General
2nd year
TABLE OF CONTENTS
SL NO PARTICULARS PAGE NO 1 DECLARATION CERTIFICATE 3 2 ACKNOWLEDGEMENT 4 3 ABSTRACT 5 4
CHAPTER:1 INTRODUCTION
6-7 5 CHAPTER:2 LITERATUREREVIEW 8-22 6 CHAPTER:3 RESEARCHGAP OBJECTIVE OFTHESTUDY
HYPOTHESIS
RESEARCHQUESTIONS RESEARCHMETHODOLOGY SAMPLING 23-25 7 CHAPTER:4
DATAANALYSISANDFINDINGS 26-48 8 CHAPTER:5
CONCLUSION&REFERE
NCES 49-55
CHAPTER:1
INTRODUCTION
Digital marketing:
5
ACKNOWLEDGEMENT
I would like to acknowledge and give my warmest thanks to my supervisor Dr. Dhananjoy
Datta sir who made this work possible. His guidance and advice carried me through all the
stages of writing my management thesis. I would also like to thanks my friends for letting my
defense to an enjoyable moment, and for your brilliant comments and suggestions, thanks to
you.
Finally, I would like to thank God, for letting me through all the difficulties I have experienced
your guidance day by day. You are the one who let me finish my degree. I will keep on trusting
you for my future.
Your sincerely
Narayan Natta
6
ABSTRACT
Digital marketing is a form of marketing that exploits the internet and digital technologies,
such as computers and smartphones, to communicate with customers. As with other forms of
marketing, its purpose is to increase brand awareness, drive sales, and promote goods and
services. objective of the study is to study the impact of Digital marketing on shopping
behaviour of students pursuing higher education in Tripura. A survey research questionnaire
of 17 items has been applied and the data of 200 respondents were collected from student’s
customers of Tripura. An exploratory study using convenience sampling to acquire samples
from Tripura's higher studies students' buyers. The data was acquired to use a questionnaire
(Google form). ANOVA analysis is used for hypothesis testing. This study has been conducted
for study the impact of digital marketing on shopping behaviour of students pursuing higher
education in Tripura.
7
CHAPTER:1
INTRODUCTION
8
Digital marketing:
Digital marketing is the use of digital technology to deepen relationships with markets and
promote products and services through online database channels in order to engage markets
(consumers) directly and cost-effectively through integrated, targeted, and scalable
communications. Most people use several types of digital marketing in their daily lives,
including Search Engine Marketing (SEM), Email Marketing, Search Engine Optimization
(SEO), social media, Display Advertising, Marketing Referral, Affiliate Marketing, Content
Marketing, online advertising, and viral marketing. The existence of the Internet on a
technological tool known as a smartphone is now commonplace and not uncommonly heard of
because practically everyone today has a smartphone that allows them to communicate with
others fast without having to meet face to face. People may simply access the Internet on their
cell phones using a smartphone instead of carrying a huge and bulky laptop. Most marketing
techniques that leverage multiple online platforms and social media are triggered by the rapid
development of smartphone users. Digital marketing is a type of business, advertising, or brand
awareness that uses digital media to reach consumers or customers online in a timely, personal,
and relevant manner. Digital marketing enables the distribution of information via writing
(text), photos, and videos. All enterprises that manufacture goods and companies in the service
sector, such as private colleges, can use digital media marketing communications. Digital
marketing is the use of digital technology to build deeper relationships with markets by
advertising products and services through online database channels to reach markets
(consumers) online via integrated, targeted, and measurable personalized and cost-effective
communications. Digital marketing policy defines and modifies traditional marketing values
by leveraging the opportunities and difficulties provided by the digital standard. An online
marketing strategy should be iterated and expanded on a regular basis. Because the Internet
provides for near-instantaneous feedback and data collection, online marketers must constantly
optimize and refine their online marketing activities.
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CHAPTER:2
LITERATURE REVIEW
Dr.S. Sivasankarn. (2017). Digital Marketing and Its Impact on Buying Behaviour of Youth. To
examine the changing buying behaviour of youth and their impact on digital Marketing. Researcher Use
Both primary and secondary data. The following are the study's key conclusions: In terms of YouTube
users, India is the fifth-largest country. Indians spend 14 hours online on average each week, far more
than they do watching television. According to reports, the Indian online advertising market will reach
$1 billion in 2020 and is expanding quickly at a rate of 50% annually.
Naseeth Ahamed Nizar. (2018). Impact Of Digital Marketing on Consumer Purchase Behaviour.
The purpose of this study is to evaluate and determine how social media marketing affects consumer
buying decisions, as well as media marketing assists customers in making purchases decision. This
study based on the survey approach as a questionnaire was given out to the general public to collect
information about the impact. The SPSS Programme was used to find Cronbach’s alpha, regression for
the independent variables, and descriptive statistics. For this study, the proposed hypotheses were
approved. The study also found a sizable positive association, which helped to demonstrate the study’s
overall significance.
Alok Kumar Pal, DR. Bharti Shukla. (2020). Impact of Digital Marketing on Consumer Buying
Behaviour. To identify the factors that influence customers' purchasing decisions. Purpose of this paper
to examine the shifting purchasing practices of the young people's impact on modern advertising, to
determine the reach of digital marketing in the city of Gorakhpur. Basically, primary as well as
secondary data is used for doing this research work the poll was carried out for academic purposes and
it showed how people's lives are affected by the internet. This survey's objectives were to understanding
consumer behavior among those who purchase goods online
Sharma, Radhika. (2022). Digital marketing and online apparel industry impact of consumer
brand perception, consumer brand relationship and consumer buying behaviour on online
purchase intentions. Objective of this study is to determine the consumer brand relationship variables
that affect consumers’ online purchase intentions, to determine the consumer brand perception factors
that affect online purchases intents, to investigate how various constructs affect a consumer’s intention
to make an online purchase. The study’s methodology is purposive sampling. The respondents were
chosen based on their schooling, their familiarity with marketing and branding principles, and their
knowledge of internet buying. The researcher carried out a secondary investigation on five online
fashion firms to confirm the effect of social media on developing brand credibility. For one month, this
secondary study was carried out on the social media sites twitter, Facebook, and Instagram. Quaintly
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was the tool used to extract the data. For each post made by the brand, the number of likes, comments,
shares, and comments received are extracted. The five brands are Craftsvilla, lime road, India rush.
Mehraj Ud Din Bhat. (2020). Impact of digital marketing on buying behaviour of consumers in
Bangalore. Purpose of this paper to gauge customer preferences for and utility of digital marketing. To
comprehend the level of satisfaction of online shoppers. To be aware of the negative aspects of online
shopping for customers. To examine the impact of the frequency of virtual advertisements on
purchasing choices consumer’s base. The methods for gathering data, the creation of the scale, and the
sampling strategy. The study aims to examine the demographic profile of consumers who use digital
channels of communication, the most suggested internet communication channels, their sense of
entitlement to online marketing communication, the impact of internet marketing interaction on
consumers’ purchasing processes, and the factors that Indian marketers can use to effectively leverage
their brand.
Sushil Chauhan. (2021). A study on the impact of digital marketing on Indian firms. Objective of
this paper was to research how social networking sites affect a company’s expansion, to recognise the
significance of social networking site management for businesses, to research how social networking
sites affect how well a business performs. The existing literature and studies carried out by various
researchers in this topic have been thoroughly reviewed in a narrative format in order to fulfil the
aforementioned ned aims. Using secondary information from the literature. The reasons for using social
networking sites vary for commercial organisations. These business organisations’ primary goals may
include information exchange, brand image building and disseminating specifics about goods and
services. These websites are also being used by commercial organisations as marketing and promotional
tools to establish their brand identity. One of the primary motivations for corporate organisations to use
social networking platforms is advertising.
Prativindhya. (2020). Impact of digital marketing on consumer buying behaviour: A study of

consumer electronics goods. Objective of this study to research the factors that steer consumers toward
online shopping, to research the variables that affect “Consumer Buying Behaviour” when purchasing
consumer electronics, to research how “consumer buying behaviour "in relation to consumer electronics
goods is affected by digital marketing. In this topic, researcher used method for collect data, scope of
the study, research design, sampling design. All six constructs of ‘’Factors Influencing consumer buying
behaviour and overall consumer buying behaviour” toward electronic devices are found to have positive
and statistically significant connections in this study. In a nutshell, psychological factors such as
motives, perception, learning from experience, attitude, and beliefs culture, subculture, social class, and
consumer purchasing patterns social, reference groups, family roles, individual factors affect how
consumer choose to spend their money when buying Electronics goods.
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Sayad Sabir Jamal Mustafa. (2019). A Study of impact digital marketing practices by organized
retail stores on consumer buying behaviour in metro cities. This paper objective is to study the
awareness of digital marketing with respect to consumer buying behaviour. to study the role of digital
marketing in procuring any type of products/services. To compare and analyse the tradition versus
digital marketing techniques. To analyse and examine the role social media marketing on the
consumers. The study carried out with both primary and secondary data. The primary data was collected
through responses measured based on the various modes of advertisement. In this paper It has been seen
that majority of the respondents who are employed with retail stores in the three selected cities of
Mumbai, Delhi, and Kolkata are relatively having a background of digital marketing and are working
in the related domains.
C. Arul Jothi, A. Mohmad raj Gaffoor. (2017). Impact of social media in online shopping.
Objective of this paper is to determine the characteristics that lead customers to buy products through
social media, to research the profile of the consumers who shop online, to locate the things they bought,
and to examine their post-purchase behaviour. The research design selected for the study is
exploratory and descriptive in nature. Exploratory research design is defined as “Investigation into a
problem or situation which provides insights to the researcher. The research is meant to provide details
where a small amount of information exists. It may use a variety of methods such as trial studies,
interviews, group discussions, experiments, or other tactics for the purpose of gaining information, and
Descriptive research includes surveys and factfinding enquiries of different kinds. The major purpose
of descriptive research is description of the state of affairs as it exists at present. Most of the products
are purchased by 18-22 years. • Male are purchasing higher no. of products through online than female.
• Majority of the respondents monthly earning ranges from Rs.20,000-Rs.30,000 pm • Facebook is
dominating the social media sites than other. • Majority (61.4%) of the respondents are accessing the
social media sites every day. • Major purpose of using the social media is entertainments and to know
information about new products in the market.
Kedar Dunakhe, Chetan Panse. (2021). Impact of digital marketing – a bibliometric review. This
paper's goal is to review the literature on the subject of "impact of digital marketing" that has been
published in various reputable research journals over the previous eight years. The goal of this paper is
to serve as a springboard for numerous other studies in this field of inquiry, as well as to gain an
overview of the research that has been done and comprehend the pertinent research gaps that exist in
the field of digital marketing. The research publications on the chosen topic are searched using the
Scopus database. The papers chosen for this paper were released within the last eight years (2012–
2020). Many of the research studies we analysed came to the conclusion that "Digital Marketing
Efforts" influence client purchase intentions. Additionally, it can be deduced that the line separating
"marketing" and "digital marketing" will soon disappear as "digital marketing" will be included into all
forms of marketing.
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Kenzhegul Bizhanova, Arafat Mamyrbekov, et al. (2019), Impact of digital marketing
development on entrepreneurship. The article addresses the role that digital marketing plays in
contemporary entrepreneurship as well as the primary duties involved in creating a company structure.
Prior to the turn of the century, predictions of growing consumer power in the digital era were supported
by the development of the Internet, and then they were rekindled by social media. Companies must
reconsider their digital marketing tactics in light of changes in customer behavior. Nowadays, the client
is given more attention than the firm in much of the associated studies. This study employs the firm's
viewpoint to help readers comprehend digital marketing and social media usage, as well as the
advantages and drawbacks of each. The second generation of Internet applications improves marketing
initiatives by enabling businesses to use cutting-edge forms.
Vijaya s. Bhosale, Dr. Deepak p. Raverkar, et al. (2020). Importance of digital marketing in the
new age. The reason of fast growth of e-Commerce is Digital marketing. By employing this marketing
strategy, we may quicken the buying and sealing process. With the use of digital marketing, we can
reach the greatest number of viewers or customers, and doing so is quick and simple. It undoubtedly
has a significant role in the contemporary commercial system. Our operations are faster and more
precise thanks to this method. Internet marketing is much more reasonable than traditional offline
marketing tactics. But one of the key benefits of managing your marketing digitally is how simple it is
to track and monitor results. You may instantly monitor consumer reaction rates and calculate the
success of your marketing campaign in real time rather than undertaking exclusive customer research,
helping you to plan more effectively.
Alexandra francesca chandra, mardiati nadjib. (2023). Digital marketing in the hospital: a
scoping review. Introduction: Digital marketing allows hospitals to identify savvy consumers more
effectively than traditional advertising. Assessing and comprehending the requirements and desires of
potential patients is the aim of hospital marketing in order to best address those demands. Internet,
email, and social media are less expensive than direct marketing, and they can open doors for service
marketing to virtual clients, close the gap, and raise clients' awareness of the services available
everywhere. The purpose of this essay is to evaluate the impact of digital marketing in hospitals.
Method: The research selection procedure for a systematic review was used for this scoping review.
Through Google Scholar and Open Knowledge Mapping, pertinent studies were gathered. The findings
of this study suggest that there are some informational problems associated with the use of digital
marketing. As a result, creative thinking is required when applying digital marketing. Applications for
hospitals can also be utilized for media marketing and online registration. Hospitals require cutting-
edge marketing techniques in the midst of the epidemic to draw in new clients, boost sales, build
customer loyalty, and raise customer trust. Conclusion: Digital marketing channels have a substantial
impact on service quality, business growth, and sales promotion.
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Riza Aura Febriani, Muhammad Sholahuddin, et al. (2022). Do Artificial Intelligence and Digital
Marketing Impact Purchase Intention Mediated by Perceived Value? This study looks at how
purchase intent and perceived value are affected by artificial intelligence and digital marketing in the
Shopee market. The sample size for this study was equal to 100 people, the research method was
quantitative, and the data gathering method employed was the questionnaire method. Throughout this
research, analysis was made easier because to the usage of SmartPLS 3.0. The results demonstrate that
perceived value is unaffected by artificial intelligence. The influence of digital marketing is favourable
and enormous, nevertheless. Artificial intelligence has a favourable impact on consumers' intentions to
make purchases. Internet marketing has no impact on consumers' intent to buy. Purchase intention is
influenced by perceived value. When value mediates a buying decision, artificial intelligence has no
effect. Value of scented goods or services mediates the beneficial impact of digital marketing on
purchase intentions. As a result of the inclusion of perceived value mediation, which was not included
in earlier research and was not published in any of the publications that published earlier research, the
findings of this study differ from those of earlier research.
Pallavi Dogra &Arun Kaushal. (2022). The impact of Digital Marketing and Promotional
Strategies on attitude and purchase intention towards financial products and service: A Case of
emerging economy. The impact of digital financial ads (DFA) in influencing customer attitudes and
purchase intentions toward promoted financial products and services is investigated in this article. A
sample of 400 people from India who watched financial commercials on YouTube, Facebook, etc.
participated in an online survey. In response, 347 fully completed surveys were received. To examine
the relationships between constructs and validate the suggested theoretical model, Structure Equation
Modelling (SEM) with AMOS software was used. According to the study, the perceived utility and
perceived ease of use (PEOU) of digital financial advertisements are statistically significantly
influenced by the five antecedents (PU). Also, the TAM model's PEOU and PU have a considerable
impact on consumers' positive attitudes and buy intentions. Also, age and gender have moderating
influences. The study is distinctive in that it offers a theoretical framework for assessing the efficacy of
digital financial advertisements with antecedents, constructs, and moderators. The Technological
Acceptance Model (TAM) model, which includes the PEOU and PU antecedents that gauge attitudes
and purchase intentions toward financial goods and services, serves as the foundation for the study
model. This study adds to the body of knowledge on a digital financial advertisement that managers
and strategists can use to develop new policies.
Surabhi singh. (2016). Impact of digital marketing on Indian rural banking. In order to avoid the
harassment of various windows for their banking operations, Indian rural banks have recently increased
the number of single window operations. The rural banks are making many efforts to influence the
14
mindset of their clients. This paper will give banks information regarding the effects of the digital
initiatives taken by Indian banks to improve customer satisfaction and perception of banking services
in rural India. The marketer will benefit from understanding how attitudes affect consumer behavior
toward banking in rural India through this study. To understand how consumers behave toward the
banking product, attitudes are measured using the Likert scale. The success of banks in rural areas is as
erratic as the weather. This is due to the fact that most banks incorporate rural markets within their
urban marketing strategies. In the growing field of digital marketing for bank products, knowledge is
required. The study will pinpoint the variables influencing banks' perspectives in rural India and provide
an overview of their services.
Rakesh Pandit, Anshu Chauhan. (2020). Impact of digital marketing and current scenario in
India. Objective of this study to identify various issues that are being encountered by rural people and
to observe the possible impact of digital marketing on them. In order to improve the revolutionary goal
and create India the world's most powerful country, the study will examine how digitalization and
revolution have affected the development of the private and public sectors. This study approach is
descriptive in digital market by nature. A secondary method of data collecting was used. The useful
information used in this study was gathered from a variety of sources, including several websites and
published research papers. Rural areas are very pristine for digital marketing and have a lot of untapped
potential, but methods are still being developed to investigate this region. In the long run, digital
technology will improve consumption in rural India, foster job opportunities, and raise disposable
income, all of which will contribute to the nation's economic progress. The current analysis reveals
these chances for marketers to seize unrealized potential in rural markets.
Sujay Jayadeva. (2022). Impact of Digital Marketing on Customer's Purchase. One of the most
popular types of digital marketing employed by companies is the combination of social media and email
marketing. Social media and email marketing are particularly efficient at boosting customer
involvement and, as a result, influencing purchase intent because of their adaptability and ease of use.
In general, digital marketing technologies let businesses easily and rapidly sell their products, which
increases the number of sales. This study, which focuses on the ICT firm Coder First Sri Lanka, seeks
to understand how social media and email marketing relate to consumer involvement and purchase
intent. In addition to determining the proper implications for the long-term application of the research
findings, theoretical support for the interaction between the components is sought. An online survey
that was part of this study's research tool was completed by 363 people. Theoretical evidence of the
relationship between the components is sought, as well as a judgment of the suitable implications for
the long-term usage of the research findings. 363 participants finished.
Ajim Farid Shaikh. (2015). An empirical study of consumer buying behaviour towards online
shopping with special reference to Pune city. Objective of this study to identify the elements that
15
affect consumer behaviour during the purchasing process, to research the main causes of Pune
consumer’s online concern shopping, to comprehend the variations in purchase intentions among
various buyers, to investigate the connection between income, education, and online buying practices.
In order to clearly comprehend how various advertising methods, contribute to brand development and,
ultimately, prompt purchasing behaviour, the following elements have been considered and
meticulously analysed: Customer centred perspectives, Opinions relating to marketing, Perspectives
centred on technology. India has seen substantial growth in the ECommerce business over the last two
to three years despite being a developing country. The Indian online market has been growing swiftly
while being far behind more advanced economies like the US and UK. About 66.93% of online buyers
say that the costs and turnaround time for deliveries are the two factors that matter the most to them.
Chandra Sekhar Patro. (2017). online shopping behaviour a study of the influence of perceived
benefits and risks on consumers’ shopping behaviour. The study focuses on finding and assessing
the numerous elements impacting customers' perceptions of online retail shopping for various products.
The literature is used to construct a research model. An online structured questionnaire was sent by
email to a consumer panel (n=280) for previous investigation s, and the findings were analysed using
SPSS 20.0. The instrument item scales to evaluate all constructs in the model were adapted from those
studies. The results demonstrate that six key characteristics— convenience, website design, delivery,
price advantage, reliability, and responsiveness —had a significant impact on consumers' perceptions
of online shopping.
Ankita Agarwal. (2021). Online shopping behaviour: A study on online shopping attributes and
customer experience. Based on the qualities indicated above and the gaps identified in the literature
analysis, the following were determined as the study's objectives: to look into how various elements of
online shopping, like user and website attributes, are viewed. to look into and confirm the relationship
between these traits and client satisfaction. to identify the critical elements influencing consumers'
online buying choices. Following the formulation of the research's goals, pertinent research questions,
and hypotheses, it was thought reasonable to describe a study design that was in line with those goals.
To get clarification on respondents' opinions and doubts, if any, it was decided to conduct a pilot survey
with a small sample of respondents. This would help to improve, streamline, and make the main survey
questionnaire more understandable. In December 2018, the Indian government drastically changed its
FDI policy with reference to ecommerce. Per the policy, 100% FDI is permitted via the automated
technique in the model of an online marketplace. The phrase "marketplace model" in this context refers
to an ecommerce company's offering of an information technology platform on a digital and electronic
network to act as a middleman between buyer and seller.
Urvashi. (2018). Consumer adoption and behaviour towards online shopping an empirical study
conducted in the state of Haryana. Objective of this Paper is to investigate how demographic factors
16
influence consumers' online shopping habits. To identify the kind of products that customers buy online.
To look at the factors that affect whether customers use online shopping or not. To find out if consumers
are happy with their online buying experiences and whether they plan to continue doing so. To address
problems with online buying by adapting and developing relevant standards. Utilizing both primary and
secondary data, the study has acquired specifics about its clientele. a structured questionnaire with five
possible answers that has been tested. In addition to the questionnaire, interviews and focus groups were
employed to conduct a more thorough analysis of the project. A range of secondary sources, including
books, journals, magazines, conference proceedings, expert opinion published in print media, etc., have
been used to collect s data. Online purchasing has improved customer relations by quickly
disseminating information to potential customers. Among the most popular commodities bought online
are books and electrical goods because of their inexpensive prices. 3. Income from e-commerce may be
taxed in more than one country. 4.E commerce companies encounter a variety of difficulties, such as
IPRs, privacy concerns, and security issues. 5. The government has allowed 100% foreign investment
in business to business (B2B) e-commerce but not in business to-consumer (B2C) ecommerce.
Rhytheema Dulloo. (2020). Consumers online shopping behaviour through use of mobile apps in
e-tailing industry. The following areas are taken into consideration for the study's purposes when it
comes to online buying via mobile apps: REGISTRY OF RETAIL. For the research, both primary and
secondary sources of data were used. The primary data was gathered by the researcher in the academic
year 2018– 19. The study's findings are only accessible to customers who are at least 15 years old. The
results cannot be generalised to customers who buy in other retail formats because they are based on
data from users of mobile shopping apps. Those who did not use mobile phone applications for shopping
were not included in the poll. The exclusive focus of our analysis was on online retail shopping in the
e-tailing sector. The online services sector, which includes banking, transportation, and tourism, was
not considered.
Hema Malinlr. (2019). Analysis of online shopping behaviour of consumer in Madurai City. The
research study's primary goals are to: Define the characteristics of internet consumers. To find out how
online shoppers feel about doing their purchasing there. To determine what drives consumers to make
online purchases. To determine how satisfied online shoppers are. To ascertain the effect of perception,
motivation, and satisfaction on online shoppers' intention to make additional purchases. To understand
the alleged issues with internet buying. Based on data from both primary and secondary sources, this
study is both descriptive and analytical in character. According to the study, certain characteristic s of
online shoppers is described, including their perception level, its relationship to their demographic s
and internet usage habits, the reasons behind their decision to shop online, their satisfaction with their
experience, the issues they encounter, and their intention to make additional purchases. There aren't
many studies or resources on the subject in India because online buying is still a relatively new
phenomenon there. The focus of this study is only on online shoppers in Madurai. Therefore, the study's
17
findings might not be relevant to other sectors. The researcher finds it difficult to identify internet users
for the purpose of collecting primary data. The majority of respondents share their opinions based on
their most recent shopping trip, which might not be representative of the overall consumer experience.
K. Sankara Moorthy. (2018). Impact of trust and social media usage on online shopping intention
of fashion goods. Purpose of the study to determine how customers' attitudes regarding online fashion
purchasing websites are influenced by perceived ease of use. to examine how perceived usage affects
how customers feel about websites that offer online fashion buying. to comprehend how consumer
attitudes regarding online fashion retailers affect how consumers intend to use those retailers' websites.
The study design consists of a strategy for gathering, measuring, and analysing data. The core
component of a research design is a time-based strategy for the research activity, which helps the
researcher allocate resources by describing critical methodological choices. Exploratory and descriptive
research are the two basic categories. Estimation of the measurement model was done for the
investigation. Cronbach's alpha, AVE, composite reliability, and discriminant reliability are examples
of measuring parameters. Because all parameter values are greater than the necessary minimum, the
construct exhibits psychometric features. The evaluation of measurement models is followed by the
compilation of the structural path estimations. The Technology Acceptance Model framework was
utilized in the study to test the hypothesis. In the current investigation, all hypotheses are accepted.
V. Noorzia Nasreen. (2014). A study of attitudes, buying perceptions and satisfaction of online
shoppers of India. The study's primary goal is to examine internet shoppers' attitudes. To investigate
how internet shoppers perceive their purchasing decisions. to gauge online shoppers' pleasure. To find
any gaps and recommend the best course of action for increasing online shopper satisfaction.
Investigations that focus on characterizing the features of a certain person or group are known as
descriptive research studies. It comprises many types of surveys and fact-finding investigation s. Giving
a description of the situation as it is at the moment is the main goal of descriptive research. That the
researcher has no influence over the variables is the method's primary attribute. The study has been
carried out with great care. The study's analysis of every component was properly planned. Every
precaution has been made to develop a systematic study that minimizes the factor of bias. Personal
interactions were used to gather the data, and every effort was made to note consistency throughout.
The scale's statement was clearly stated, and each response was accurately recorded (wherever
necessary).
Pushp Lamba. (2017). A study of consumer behaviour of online shopping purchase decisions. The
purpose of this study is to better understand the general dynamics of the Indian internet market as well
as online consumer behaviour. Additionally, the researcher wants to know if brands on social media
impact people's decisions to make purchases. This includes understanding the mindset of the online
community's active users. The scope will be expanded to include understanding offline customers'
18
mental processes. Researcher used to gather for information both secondary and primary data. India
took 20 years after the Internet's launch to reach 100 million users; it took three years to add the next
100 million users; and it will likely take another 12 months or less to add another 100 million. India,
although being a late adopter, is no longer an exception to the world's fast expanding Internet
penetration and usage. Every year, it grows its user base by millions. With India having close to 80
million online buyers, online shopping has grown significantly along with the Internet. By 2020, 220
million more people are predicted to purchase online.
Anmol Sharma. (2019). Consumer buying behaviour and marketing strategy of online shopping:
A study of selective service providers. Objective of this paper is to determine the elements influencing
consumers' online shopping behaviour, to compare the customer behaviour and shopping strategies for
online and physical stores, to research the legal system and government viewpoint on online purchasing,
to examine online service providers' marketing plans, to provide online service providers with a strategy
for making improvements to their business prospects. Parts A and B of the research methods section
have been separated. The topics covered in Part A include research design, sampling procedures, data
collection techniques, sample size, research instrument, and statistical tools used to analyse consumer
purchasing patterns when they shop online. The results of the current research are covered in this
chapter. It covers the results of consumer demographic research, factors affecting online shoppers'
purchasing decisions, and the effects of these factors on customers' preferences for online and offline
shopping. Another section of this chapter covers the results of a comparison of online and offline
consumer shopping behaviour, the methods of ecommerce service providers, and finally the elements
crucial for online retailers.
Zahid Ahmed, Ling Su, et al. (2017). A Study on the Factors Affecting consumer buying
behaviour towards online shopping in Pakistan. Study explains the complicated socio-behavioural
phenomenon of e-buying behaviour in detail. The present research was about the factors affecting
consumers buying attitude towards e-shopping in Pakistan. Targeted population of the study comprises
of all Pakistani nation. The present research shows that domain specific innovative ness has positive
and significant effect on customer buying intention so the web-retailers may use new and latest features
to make their online shopping stores more attractive and user friendly.
M. Vidya, P. Selvamani. (2019). Consumer behaviour towards online shopping- an analysis with
product dimensions. To study the demographic and socio-economic profile of the respondents and to
find the awareness level of the consumer towards online shopping. This study is based on descriptive
research method and analytical in nature. The study areas confined to erode and Trichy districts in Tamil
Nadu state of India. Majority of the respondents are in the age group of 25-35 years. Most of the
respondents are employees and they earn a pay a pay of RS10000-RS20000.The chi-square analysis
proves that the factors knowledge about the online shopping for number of years, educational
19
qualification, the frequency of online purchases and preferred mode of payment have an association
with the awareness towards online shopping.
Guo Jun, Noor Ismawati Jaafar. (2011). A study on consumers attitude towards online shopping
in China. This paper objective is to examine the level of consumers attitude towards online shopping.
To investigate the factors that could influence the consumers attitude to adopting online shopping in
China. In the previous section, the issues of online shopping were demonstrated. As the whole process
of online purchase is through the internet, in the virtual environment, there are many uncertain factors
that are difficult for online consumers to control, such as online security, privacy protection, and after-
sales service. Some people believe that these problems could directly influence their attitude in adopting
online shopping. From the result shown in section 4, we can summarize that the independent variables
of marketing mix and reputation have greater influence on consumers attitude towards online shopping
than the other independent variables.
Yuvika gupta, Sonal Agarwal Singh. (2020). To study the impact of instafamous celebrities on
consumer buying behaviour. Objective is to identify the factors that affect the consumer buying
behaviour with reference to Instagram. The study also investigates the source credibility of Instafamous
celebrities on consumers buying intention. To analyse the influence of Instagram celebrities on the
consumers buying behaviour. The study data for the study was collected using a questionnaire. The
study was carried out among college students in Uttarakhand. According the research by mention
(2018), 50% of Instagram users follow at least one business which means that businesses on Instagram
have a great opportunity to increase their customer base.
Dr. Geetika Tandon Kapoor, Ashish gupta, Esha Dhawan. (2022). Consumer buying behaviour
towards online shopping: an empirical study with reference to Lucknow city, India. Objective of
this paper is to study the attitude of customers towards online shopping. To analyse the satisfaction
level of customers while shopping online. In order to study the behaviour of consumers while
doing online shopping, descriptive study is conducted by gathering information from primary and
secondary data. By analysing the data gathered in the study, it was found that there is no significant
difference between means of gender, age and occupation of respondents with respect to online shopping
satisfaction.
Dr. L. Nanda Gopal. (2018). The consumer behaviour towards online shopping in Coimbatore
city. Objective of this study is to identify the factor influencing consumers attitude towards online
shopping to find the relationship between the factors of convenience and security. Both primary data
and secondary data are used in this research study. The online shopping is becoming more popular day
by day with the increase in the usage of internet. Understanding customers’ needs and desires for online
buying, the selling has become challenging task for marketers.
20
D. M. Arvind Mallik Shanker Narayan Rao. (2017). Impact of Digital Marketing on Youth
Buying Behaviour at Big Bazaar in Udupi. In today's environment, digital marketing has generated
a lot of attention. Although the younger generations find it to be very appealing, its appeal also extends
to the middle and elderly generations. On the home front, it is utilized for socializing and
communicating with friends and family. On the business front, it has been extensively used by new
business ventures to acquire markets. In order to adapt to this internet environment for marketing their
goods and services globally, many well-established firms are making operational changes to their
conventional procedures. The newest and most successful technical developments are social media. It
provides a variety of advantages. The main reason that social media was chosen as a research topic was
because of interest and a desire to learn more about it. Instead of employing marketing exercises,
advertisers are increasingly using digital and social media for their primary advertising campaigns.
Digital and social media are becoming the new yardstick for determining the success of a campaign
before it is announced in the mainstream media. Retailers are becoming savvier, implementing tactics
and initiatives via smart phones, tablets, and other digital venues to keep up with consumers' digital
advancements. Push messaging, in-store digital signage, location-based promotions, email marketing,
and many other forms of digital marketing are examples. This paper tries in understanding various
aspects of digital marketing while connecting with younger audience the research is also important to
identify Market size, growth and Market Potential of Big Bazaar. The study presents the Big Bazaar
scenario from a future perspective.
Amit Saha, Debopriya Kar. (2020). Digital marketing during a pandemic: A study on impact of
digital marketing on consumer perception during lockdown in Guwahati city. The needs of humans
have evolved over time. Internet is increasingly seen as a survival essential in addition to the three other
fundamental demands of food, clothing, and shelter. Almost 4.54 billion people use the internet
regularly worldwide. India has more than 560 million internet users, making it the second-largest online
market in the world. With individuals regularly spending an average of 3 hours and 15 minutes each
day on their phones, online marketing and advertising has emerged as the area of corporate operations
that is most focused on achieving results. While marketing is all about making connections at the proper
time and place, online platforms are utilized to attract, engage, and enchant people. This builds brand
awareness and identification while also converting viewers into potential buyers. But, because of
COVID-19's worrisome effects, the situation has drastically shifted. In addition to the health risks this
virus has posed to the general populace, it has also severely damaged the financial sectors. It is a
challenging moment for everyone as a result of job losses, business losses, cash flow issues, and many
other effects of the Corona Virus spreading around the world. This essay investigates how consumers
perceive digital marketing during these trying times and considers whether its importance has simply
grown during this time of social estrangement.
21
Anil Kumar, Dr. Vinod Kumar. (2022). Impact of Digital Marketing on Business Promotions.
The marketing automation coordinator aids in the selection and administration of the software that
enables the entire marketing team to comprehend consumer behaviour and track the expansion of their
company. It's crucial to have someone who can organize these digital actions into different campaigns
and monitor the effectiveness of each campaign because many of the marketing operations mentioned
above may be carried out independently from one another. Push and pull marketing strategies, or what
we might now call "inbound" and "outbound," are not distinguished by the term "digital marketing" (or
what we may now refer to as "inbound" and "outbound" approaches). Both may still be included in the
definition of digital marketing. Digital outbound methods are designed to get a marketing message in
front of as many internet users as possible, regardless of whether they will find it useful or interesting.
For instance, the gaudy banner ads you see at the top of many websites attempt to force a product or
campaign upon individuals who aren't necessarily prepared to accept it.
Afzal Basha. (2019). A study on effective digital marketing strategy in education sector at
Bangalore city. The study's goals are to examine the effects of digital marketing on Bangalore's
education sector, to examine how digital marking affects the educational landscape, should comprehend
the tactic in order to use it as a guide for successfully converting pupils.
Dr. Nilam Choudhary, Chitra Gautam, Vivek Arya. (2020). Digital marketing challenge and
opportunity with reference to TikTok-a new rising social media platform. Recent years have seen
a completely rapid adoption of new digital platforms, allowing billions of people to interact, share, and
collaborate like never before. These new outlets described a completely new advertising and marketing
environment full of challenges. Big challenges bring great opportunities. In this study, researcher define
the most important concepts and characteristics of digital media. Then, identify difficulties such as the
importance of customer insights, the impact of social media on branding, virtual measurements, and
knowledge gaps. And, within each duty, researcher highlight solutions and possibilities that exist in the
ever-changing virtual context.
Mannu Garg, Ashima Bansal, Kirti Singla. (2020). Impact of Digital Marketing on Consumer
Decision Making. To investigate the elements that contribute to the current need for digital marketing.
To learn more about the impact of digital marketing on customer decisions, to investigate the impact of
digital marketing on company sales. The nature of this research is descriptive. Both data sources were
used to collect the information. The observation method was employed as the primary source of data
for this purpose, and secondary data were gathered from various research publications, journals (both
online and printed), magazines, books, newspapers, government reports, and websites. Through
accessing various websites and sources it has been observed that the digital marketing plays an essential
22
role in motivating the consumers to buy that product, thus resulting in increase in overall preference list
of the consumers. It can also be concluded that many factors lead to consumer decision making process
like other option available in the market, price of the product etc. There is also a direct link between
digital marketing and customer decision making. If a company is digitally present, it will inevitably
result in more good outcomes from customers and contribute more to the organization's goals. This also
shows that there is a direct impact on product demand, which will instantly boost an organization's or
company's sales. In last it may be summed that "The secret to marketing success is not secret at all;
Digital Marketing is all that matters.
23
CHAPTER:3
METHODOLOGY
3.1 RESEARCH GAP

Many studies have been done on impact of digital marketing on shopping behaviour of
consumers in India, and other countries even in Tripura. But till date there is no Significant
study on the impact of digital marketing on shopping behaviour of student consumers in
Tripura.
24
3.2 OBJECTIVE OF THE STUDY
To study the impact of Digital marketing on shopping behaviour of students pursuing higher
education in Tripura.
3.3 HYPOTHESIS
Null Hypothesis (H0): There is no significant Impact of Digital Marketing on Shopping

Behaviour of Students Pursuing Higher Education in Tripura
Alternative Hypothesis(H1): There is a significant Impact of Digital Marketing on

Shopping Behaviour of Students Pursuing Higher Education in Tripura
3.4 RESEARCH QUESTIONS

Is there any impact on Digital Marketing on Shopping Behaviour of Students Pursuing Higher
Education in Tripura?
3.5 RESEARCH METHODOLOGY

This study was initiated to overview impact on Digital Marketing on Shopping Behaviour of
Students Pursuing Higher Education in Tripura. The objective of the study was to determine
the impact of digital marketing on shopping behaviour of higher education students in Tripura.
• Data Collection: Surveys and Questionnaires will be used to gather Data.

• Types Of Data- primary and secondary data are primarily used in the research.
25
• Data Sources – the investigations were done with primary and secondary focus
consumer knowledge, attitudes, and behaviour.
• Data Collecting Method-Google Form, an android-compatible mobile
application, was be used to collect the data in a questionnaire form.
3.6 Sampling
Sampling technique – convenience sampling
• Sample size- 200 respondents were chosen at random for the investigation.
• Data Analysis Technique- ANOVA TEST & ONE WAY INDEPENDENT

SAMPLE TEST
• Software used- SPSS 20
26
CHAPTER:4
DATA ANALYSIS AND FINDINGS
Data analysis and Interpretation
RELIABILITY TEST:
Reliability Statistics
27
Cronbach's Alpha N of Items
.809 9
The general preferred value for Cronbach’s alphaca in social science study is 0.7 below this
the internal consistency of common range is low. The reliability Cronbach’s alpha result is
0.809. which means that all of the questionnaire’s questions based on the specific factors
described above are accepted.
Table 4.1: Age group of respondents
Age Group_
Frequency Percent Valid Percent Cumulative Percent
19-25 169 84.5 84.5 84.5
26-35 27 13.5 13.5 98.0
Valid 36-45 4 2.0 2.0 100.0
Total 200 100.0 100.0
Figure 4.1: Age Group of respondents
28
13.50% 2%
19-25
26-35
84.50%
36-45
Interpretation: From the above diagram it is clear that 2% respondents are 36-45 age group,
13.5% respondents are 26-35 age group, 84.5% respondents are 19-25 age group.
Table 4.2:
Marital status_
Frequency Percent Valid Percent Cumulative
Percent
unmarried 173 86.5 86.5 86.5
married 25 12.5 12.5 99.0
Valid
Divorced 2 1.0 1.0 100.0
Total 200 100.0 100.0
Figure 4.2 Marital Status
12.50% 1%
unmarried
married
Divorced
86.50%
Interpretation: From the above diagram it is clear that 1% respondents is divorced, 12.5%
respondents is married, 86.5% respondents is unmarried.
29
Table 4.3:
Educational Qualification_
Percent
Matriculation or below 1 .5 .5 .5
Higher secondary 7 3.5 3.5 4.0
Valid Graduation 107 53.5 53.5 57.5

Post-Graduation or above 85 42.5 42.5 100.0
Total 200 100.0 100.0
Figure 4.3: Educational qualification
3.50%
0.50%
Matriculation or below 42.50%
Higher secondary
53.50%
Graduation
Post-Graduation or above
Interpretation: From the above diagram it is clear that 0.5% respondents is from matriculation
or below, 3.5% respondents is from higher secondary, 53.5% respondents is from graduation
and 42.5% is from post-graduation or above.
30
Table 4.4:
Monthly income_
Percent
Below 20,000 150 75.0 75.0 75.0
20,001-30,000 44 22.0 22.0 97.0
Valid 30,001-50,000 3 1.5 1.5 98.5

Above 50,000 3 1.5 1.5 100.0
Total 200 100.0 100.0
Figure 4.4 Monthly Income
1.50%
1.50%
22%
Below 20,000
20,001-30,000
30,001-50,000
Above 50,000 75%
Interpretation: More than 75% of respondents having monthly income below 20,000, 1.5% of
respondents earned above 50,000 a month, 22% of the respondents earned 20,001-30,000 per
month, and about 1.5% of the respondents earned between 30,001-50,000 per month.
Table 4.5:
Gender_
Percent
Male 113 56.5 56.5 56.5
Valid Female 87 43.5 43.5 100.0
Total 200 100.0 100.0
31
Figure 4.5: Gender
43.50%
Male
Female 56.50%
Interpretation: Among 200 participants involved in the study ,113 (56.5%) were male and
87(43.5%) were female.
Table 4.6:
Occupation_
Percent
Service 15 7.5 7.5 7.5
Self-employed 15 7.5 7.5 15.0
Valid Home maker 1 .5 .5 15.5

Student 169 84.5 84.5 100.0
Total 200 100.0 100.0
Figure 4.6: Occupation
32
Interpretation: From the above diagram it is clear that 7.5 % respondents are from services,
0.5% is home maker, and 7.5% are from self-employed, and about 84.5% of the respondents
are students.
Table 4.7: Which Of the following channel you use for getting information about
various products
frequency percent
A. Website 91 45.50%
B. social media 161 80.50%
C. YouTube 169 85%
D. Smartphone Application 154 77%
Online Communities 91 45.50%
Digital Outdoor 64 32%
Traditional source (TV, Radio,
Newspaper) 85 42.50%
Total 200
33
Figure 4.7: Which Of the following channel you use for getting information about
various products
100.00% 80.50% 85%

77%
45.50% 45.50% 42.50%

50.00% 32%
Series1
0.00%
Interpretation: From the above diagram it is clear that 85% of the respondents is getting
information about various product through the YouTube, 80.5% of respondents using Social
media for getting information about various products, 77% of the respondents use
smartphone application for getting information about various products, 45.5% respondents
used website for getting information about various products and services, and 45.5%
respondents use various online communities for getting information, 42.5% of respondents
are used Traditional source (TV, Newspaper) for the getting information of various products
and services, 32% of the respondents using digital outdoor for getting information.
Table 4.8:
Do you think social media influences us to shop?
Frequenc Percent Valid Cumulative
y Percent Percent
Strongly
22 11.0 11.0 11.0
Disagree
Valid Disagree 6 3.0 3.0 14.0

Neutral 19 9.5 9.5 23.5
Agree 77 38.5 38.5 62.0
34
Strongly Agree 76 38.0 38.0 100.0
Total 200 100.0 100.0
Figure 4.8: Do you think social media influences us to shop?
11%
3%
Strongly Disagree
38% 9.50%
Disagree
Neutral
Agree
Strongly Agree
38.50%
Interpretation: From the above diagram it is clear that 38.5% respondents has agree that
social media influence them to shop, 38% of the respondents has strongly agree, and 11%
respondents strongly disagree, 9.5% respondents have neutral, about 3% of respondents has
disagree that social media influence them to shop.
Table 4.9:
Digital marketing offers good quality of information about any product or services-
Percent
Strongly Disagree 11 5.5 5.5 5.5
Disagree 11 5.5 5.5 11.0
Neutral 33 16.5 16.5 27.5
Valid
Agree 86 43.0 43.0 70.5
Strongly Agree 59 29.5 29.5 100.0
Total 200 100.0 100.0
35
Figure 4.9: Digital marketing offers good quality of information about any product or services-
5.50% 5.50%
29.50%
Strongly disagree 16.50%
disagree
Neutral
Agree
Strongly agree
43%
Interpretation: From the above diagram and table showing that 43% of respondents agree that Digital
marketing offers good quality of information about any product or services, 29.5% of the respondents
are strongly agree, 16.5% respondents have neutral, whereas 5.5% of the respondents strongly disagree and
disagree that Digital marketing offers good quality of information about any product or services.
Table 4.10:
I can compare various product over digital media (views, rating, opinion of user)-
Percent
Disagree 9 4.5 4.5 10.0
Neutral 26 13.0 13.0 23.0
Valid
Agree 87 43.5 43.5 66.5
Strongly Agree 67 33.5 33.5 100.0
Total 200 100.0 100.0
36
Figure 4.10: I can compare various product over digital media (views, rating, opinion of user)-
5.50% 4.50%
33.50% 13%
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
43.50%
Interpretation: From the above diagram and table showing that 43.5% respondents agree that they can
compare various product over digital media (views, rating, opinion of user), 33.5% respondents are
strongly agree, and 13% of respondents are neutral, 5.5% respondents are strongly disagree that they
can compare various product over digital media (views, rating, opinion of user), about 4.5%
respondents are having disagree.
Table 4.11:
Digital media make shopping more convenient-
Percent
Disagree 11 5.5 5.5 8.0
Neutral 40 20.0 20.0 28.0
Valid
Agree 68 34.0 34.0 62.0
Strongly Agree 76 38.0 38.0 100.0
Total 200 100.0 100.0
37
Figure 4.11: Digital media make shopping more convenient-
2.50% 5.50%
38% 20%
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
34%
Interpretation: From the Above Diagram And Table Showing That 38% Respondents Has Strongly
Agree That Digital Media Make Shopping More Convenient, 34% Respondents Has Agree, And 20%
Respondents Has Neutral, Whereas 5.5% Of The Respondents Has Disagree And 2.5% Has Strongly
Disagree That Digital Media Make Shopping More Convenient.
Table 4.13:
It is convenient to get the opinion of others through digital media compare to tradition media-
Percent
Disagree 12 6.0 6.0 9.5
Neutral 31 15.5 15.5 25.0
Valid
Agree 76 38.0 38.0 63.0
Strongly Agree 74 37.0 37.0 100.0
Total 200 100.0 100.0
38
Figure 4.13: It is convenient to get the opinion of others through digital media compare to tradition
media
3.50% 6%
37% 15.50%
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
38%
Interpretation: from the above diagram and table showing that 38% of respondents has agree
that it is convenient to get the opinion of others through digital media compare to tradition media,
37% respondents has strongly agree , 15.5% respondents has neutral, whereas 6% respondents has
disagree and 3.5% respondents has strongly disagree that it is convenient to get the opinion of others
through digital media compare to tradition media.
Table 4.14:
Time involved in buying process is reduce because of digital media-
Percent
Disagree 9 4.5 4.5 8.5
Neutral 31 15.5 15.5 24.0
Valid
Agree 57 28.5 28.5 52.5
Strongly Agree 95 47.5 47.5 100.0
Total 200 100.0 100.0
39
Figure 4.14: Time involved in buying process is reduce because of digital media
4% 4.50%
15.50%
Strongly Disagree
47.50%
Disagree
Neutral
Agree
Strongly Agree 28.50%
Interpretation: from the above diagram and table showing that 47.5% of the respondents has
strongly agree that Time involved in buying process is reduce because of digital media,
28.5% respondents has agree, 15.5% respondents have neutral, whereas 4.5% respondents has
disagree and about 4% respondents has strongly disagree that time involved in buying
process is reduce because of digital media.
Table 4.15:
Digital media offers more preferences of choice alternatives-
Percent
Disagree 7 3.5 3.5 6.0
Neutral 32 16.0 16.0 22.0
Valid
Agree 61 30.5 30.5 52.5
Strongly Agree 95 47.5 47.5 100.0
Total 200 100.0 100.0
40
Figure 4.15: Digital media offers more preferences of choice alternatives-
2.50% 3.50%
16%
Strongly Disagree
47.50%
Disagree
Neutral
Agree
Interpretation: from the above diagram and table showing that 47.5% of respondents has
strongly agreed that digital media offers more preferences of choice alternatives, 30.5% of
respondents have agreed, and 16% of respondents have neutral, whereas about 3.5%
respondents has disagree and 2.5% has strongly disagree.
Table 4.16:
Digital marketing makes shopping more enjoyable in comparison to traditional marketing-
Percent
Disagree 8 4.0 4.0 7.5
Neutral 32 16.0 16.0 23.5
Valid
Agree 53 26.5 26.5 50.0
Strongly Agree 100 50.0 50.0 100.0
Total 200 100.0 100.0
41
Figure 4.16: Digital marketing makes shopping more enjoyable in comparison to traditional marketing-
3.50% 4%
16%
Strongly Disagree
Disagree
Neutral 50%
Agree
Interpretation: from the above diagram and table showing that 50% of the respondents has
strongly agree that digital marketing makes shopping more enjoyable in comparison to
traditional marketing, 26.5% of respondents has agree, 16% respondents have neutral, and
about 4% respondents has disagree and 3.5% of respondents has strongly disagree.
Table 4.17:
My experience of shopping has become more interesting because of digital media-
Percent
Disagree 8 4.0 4.0 8.0
Neutral 26 13.0 13.0 21.0
Valid
Agree 55 27.5 27.5 48.5
Strongly Agree 103 51.5 51.5 100.0
Total 200 100.0 100.0
42
Figure 4.17: My experience of shopping has become more interesting because of digital media-
4% 4%
13%
Strongly Disagree
Disagree
Neutral 51.50%
Agree
Interpretation: from the above diagram and table showing that 51.5% of respondents has
strongly agree that their experience of shopping has become more interesting because of
digital media, 27.5% respondents have agreed, and 13% of respondents have Neutral,
whereas about 4% respondents has disagree and 4% respondents has strongly disagreed.
43
Null Hypothesis (H0): There is no significant Impact of Digital Marketing on Shopping
Behaviour of Students Pursuing Higher Education in Tripura
Alternative Hypothesis(H1): There is a significant Impact of Digital Marketing on

Shopping Behaviour of Students Pursuing Higher Education in Tripura
Table 4.18: Age* Digital Marketing

ANOVA
AGE * DIGITAL_MARKETING
Sum of Squares df Mean Square F Sig.
Between Groups 5.278 2 2.639 6.068 .003
Within Groups 85.689 197 .435
Total 90.968 199
Interpretation: In the above table it is observed that the calculated value is less than the
significant value 0.05. Therefore, null hypothesis is rejected.
Table 4.19: Marital* Digital Marketing

ANOVA
MARITAL STATUS * DIGITAL_MARKETING
Sum of df Mean Square F Sig.
Squares
Between
2.377 2 1.189 2.643 .074
Groups
Within
88.590 197 .450
Groups
Total 90.968 199
Interpretation: In the above table it is observed that the calculated value is more than the
significant value 0.05. Therefore, we can say that the null hypothesis is accepted.
44
Table 4.20: Educational Qualification* Digital Marketing
ANOVA
Educational Qualification * DIGITAL_MARKETING
Between Groups 4.002 3 1.334 3.006 .032
Total 90.968 199
significant value 0.05. Therefore, null hypothesis rejected.
Table 4.21: Monthly Income* Digital Marketing

ANOVA
MONTHLY INCOME * DIGITAL_MARKETING
Between Groups .964 3 .321 .700 .553
Total 90.968 199
Table 4.22: Occupation* Digital Marketing

ANOVA
OCCUPATION * DIGITAL_MARKETING
Between Groups 7.117 3 2.372 5.545 .001
Total 90.968 199
significant value 0.05. Therefore, null hypothesis is rejected.
45
Table 4.23: Independent Samples Test
Group Statistics
Gender_ N Mean Std. Deviation Std. Error Mean
Male 113 4.0452 .64304 .06049
DIGITAL_MARKETING
Female 87 4.0192 .72032 .07723
Gender * Digital Marketing

Independent Samples Test
Levene' Test t-test for Equality of Means

for Equality of
Variances
F Sig. t df Sig. (2- Mean Std. Error 95%

tailed) Difference Differenc Confidence
e Interval of
the
Difference
Lowe Uppe
r r
-
Equal variances .2166
.007 .933 .270 198 .788 .02607 .09666 .1645
DIGITAL_ assumed 9
4
MARKETI
NG -
Equal variances .2196
.266 173.698 .791 .02607 .09810 .1675
not assumed 9
4
46
Findings
• In this study it was found that 2% respondents are 36-45 age group, 13.5%
respondents are 26-35 age group, 84.5% respondents are 19-25 age group
• In this study it is found that 1% respondents are divorced, 12.5% respondents are
married, 86.5% respondents are unmarried
• In this study it is found that 0.5% respondents are from matriculation or below, 3.5%
respondents are from higher secondary, 53.5% respondents are from graduation and
42.5% is from post-graduation or above
• In this study it is found that more than 75% of respondents having monthly income
below 20,000, 1.5% of respondents earned above 50,000 a month, 22% of the
respondents earned 20,001-30,000 per month, and about 1.5% of the respondents
earned between 30,001-50,000 per month.
• In this study it is found that among the 200 participants involved in the study ,113
(56.5%) were male and 87(43.5%) were female.
• In this study it is found that 7.5 % respondents are from services, 0.5% is home
maker, and 7.5% are from self-employed, and about 84.5% of the respondents are
students.
• It was found that 85% of the respondents is getting information about various product
through the YouTube, 80.5% of respondents using Social media for getting
information about various products, 77% of the respondents use smartphone
application for getting information about various products, 45.5% respondents used
website for getting information about various products and services, and 45.5%
respondents use various online communities for getting information, 42.5% of
respondents are used Traditional source (TV, Newspaper) for the getting information
of various products and services, 32% of the respondents using digital outdoor for
getting information.
47
• In this study it is found that 38.5% respondents have agreed that social media
influence them to shop, 38% of the respondents has strongly agreed, and 11%
respondents strongly disagreed, 9.5% respondents have neutral, about 3% of
respondents has disagreed that social media influence them to shop.
• In this study it is found that 43% of respondents agree that Digital marketing offers
good quality of information about any product or services, 29.5% of the respondents
are strongly agree, 16.5% respondents have neutral, whereas 5.5% of the respondents
strongly disagree and disagree that Digital marketing offers good quality of
information about any product or services.
• In this study it is found that 43.5% respondents agree that they can compare various product
over digital media (views, rating, opinion of user), 33.5% respondents are strongly agreed,
and 13% of respondents are neutral, 5.5% respondents are strongly disagreed that they can
compare various product over digital media (views, rating, opinion of user), about 4.5%
respondents are having disagreed.
• In this study it is found that 38% Respondents Has Strongly Agree That Digital Media
Make Shopping More Convenient, 34% Respondents Has Agreed, and 20% Respondents Has
Neutral, whereas 5.5% Of the Respondents Has Disagree And 2.5% Has Strongly Disagree
That Digital Media Make Shopping More Convenient.
• In this study it is found that 38% of respondents has agree that it is convenient to get the
opinion of others through digital media compare to tradition media, 37% respondents has
strongly agree , 15.5% respondents has neutral, whereas 6% respondents has disagree and
3.5% respondents has strongly disagree that it is convenient to get the opinion of others
through digital media compare to tradition media.
• In this study it was found that 47.5% of the respondents has strongly agree that Time
involved in buying process is reduce because of digital media, 28.5% respondents has
agreed, 15.5% respondents have neutral, whereas 4.5% respondents has disagreed and
about 4% respondents has strongly disagreed that time involved in buying process is
reduce because of digital media.
48
• In this study it is found that 47.5% of respondents has strongly agreed that digital
media offers more preferences of choice alternatives, 30.5% of respondents have
agreed, and 16% of respondents have neutral, whereas about 3.5% respondents has
disagree and 2.5% has strongly disagreed.
• In this study it is found that 50% of the respondents has strongly agree that digital
marketing makes shopping more enjoyable in comparison to traditional marketing,
26.5% of respondents has agree, 16% respondents have neutral, and about 4%
respondents has disagree and 3.5% of respondents has strongly disagree.
• In this study it is found that 51.5% of respondents has strongly agree that their
experience of shopping has become more interesting because of digital media, 27.5%
respondents have agreed, and 13% of respondents have Neutral, whereas about 4%
respondents has disagree and 4% respondents has strongly disagreed
49
CHAPTER:5
CONCLUSION & REFERENCES
50
CONCLUSION
To conclude, in this study it has been found that most of the respondents are from 19-25 age group
and most of them are unmarried. Also, the study discovered that most of the students are male. This
study reveals that most of the respondent used YouTube to getting information about various
products or services. this study it is also revealed that majority of the respondents influence by social
media to shop. This study uncovered that the majority of the respondents has offered good quality
of information about any product or services through digital marketing. Also uncovered that digital
marketing has made shopping more enjoyable for them.
Higher education students form a large part of the market segment in Tripura.so, every marketer
needs grasp the psychology of this youth segment in order to be a successful marketer in the
competitive environment.
51
LIMITATIONS
• The geographical scope was restricted to a small area. The sample size is 200, so it
cannot reflect all of Tripura's higher education students. It is insignificant in
comparison to the overall student’s population.
• Due to time constraints, only a small number of persons were chosen for the study.
• The source of data was primary data acquired through the use of a questionnaire,
which took time.
52
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56
QUESTIONNAIRE
1 Age group ❖ 18-25

❖ 26-35
❖ 36-45
❖ Above 45
2 Marital status ❖ Unmarried
❖ Married
❖ Divorced
3 Educational Qualification ❖ Matriculation or below
❖ Higher secondary
❖ Graduation
❖ Post-Graduation or above
4 Monthly income_ ❖ Below 20,000
❖ 20,001-30,000
❖ 30,001-50,000
❖ Above 50,000
5 Gender ❖ Male
❖ Female
❖ Other
6 occupation ❖ service
❖ self-employed
❖ home maker
❖ student
7 Which Of the following channel you ❖ Website
use for getting information about ❖ Social media
various products ❖ YouTube
❖ Smartphone application
❖ Online communities
❖ Digital outdoor
❖ Traditional source (TV, Radio,
Newspaper)
57
8 Do you think social media influences ❖ Strongly disagree
us to shop? ❖ Disagree
❖ Neutral
❖ Agree
❖ Strongly agree
9 Digital marketing offers good quality ❖ Strongly disagree
of information about any product or ❖ Disagree
services- ❖ Neutral
❖ Agree
❖ Strongly agree
10 I can compare various product over ❖ Strongly disagree
digital media (views, rating, opinion of ❖ Disagree
user)- ❖ Neutral
❖ Agree
❖ Strongly agree
11 Digital media make shopping more ❖ Strongly disagree
convenient- ❖ Disagree
❖ Neutral
❖ Agree
❖ Strongly agree
12 It is convenient to get the opinion of ❖ Strongly disagree
others through digital media compare ❖ Disagree
to tradition media- ❖ Neutral
❖ Agree
❖ Strongly agree
13 Time involved in buying process is ❖ Strongly disagree
reduce because of digital media- ❖ Disagree
❖ Neutral
❖ Agree
❖ Strongly agree
58
14 Time involved in buying process is ❖ Strongly disagree
reduce because of digital media- ❖ Disagree
❖ Neutral
❖ Agree
❖ Strongly agree
15 Digital media offers more preferences ❖ Strongly disagree

of choice alternatives- ❖ Disagree
❖ Neutral
❖ Agree
❖ Strongly agree
16 Digital marketing makes shopping ❖ Strongly disagree

more enjoyable in comparison to ❖ Disagree
traditional marketing- ❖ Neutral
❖ Agree
❖ Strongly agree
17 My experience of shopping has ❖ Strongly disagree

become more interesting because of ❖ Disagree
digital media- ❖ Neutral
❖ Agree
❖ Strongly agree
59

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Management Thesis

“Impact Of Digital Marketing on Shopping Behavior of Students Pursuing

Submitted to: Submitted by:

Dr. Dhananjoy Datta Name: Narayan Natta

Asst. Professor of FMC ID-21IUT0160090

ICFAI University, Tripura Program: MBA, Genera 2nd year

4 CHAPTER:1 INTRODUCTION 6-7

5 CHAPTER:2 LITERATURE REVIEW 8-22

6 CHAPTER:3 3.1 RESEARCH GAP 23-25

8 CHAPTER:5 CONCLUSION & REFERENCES 49-55

Signature of the supervisor

Dr. Dhananjoy Datta

Asst. Professor of FMC

ICFAI University, Tripura

a) Thesis has significant new work/knowledge as compared to already published or is

Signature of the supervisor

Dr. Dhananjoy Datta

(Asst. Professor of FMC)

Analyzed document Narayan Natta MT WR.doc (D163122977)

Submitted 4/4/2023 10:11:00 AM

Submitted by Arijit Das

Submitter email arijitdas@iutripura.edu.in

Analysis address arijitdas.iutrip@analysis.urkund.com

Sources included in the report

Prativindhya. (2020). Impact of digital marketing on consumer buying behaviour: A study of

3.1 RESEARCH GAP

Null Hypothesis (H0): There is no significant Impact of Digital Marketing on Shopping

Alternative Hypothesis(H1): There is a significant Impact of Digital Marketing on

3.4 RESEARCH QUESTIONS

3.5 RESEARCH METHODOLOGY

• Data Collection: Surveys and Questionnaires will be used to gather Data.

Sampling technique – convenience sampling

• Data Analysis Technique- ANOVA TEST & ONE WAY INDEPENDENT

• Software used- SPSS 20

DATA ANALYSIS AND FINDINGS

Data analysis and Interpretation

Table 4.1: Age group of respondents

Valid 36-45 4 2.0 2.0 100.0

Total 200 100.0 100.0

Figure 4.1: Age Group of respondents

Total 200 100.0 100.0

Figure 4.2 Marital Status

Valid Graduation 107 53.5 53.5 57.5

Total 200 100.0 100.0

Figure 4.3: Educational qualification

Matriculation or below 42.50%

Valid 30,001-50,000 3 1.5 1.5 98.5

Total 200 100.0 100.0

Figure 4.4 Monthly Income

Valid Female 87 43.5 43.5 100.0

Total 200 100.0 100.0

Valid Home maker 1 .5 .5 15.5

Total 200 100.0 100.0

Figure 4.6: Occupation

100.00% 80.50% 85%

45.50% 45.50% 42.50%

Valid Disagree 6 3.0 3.0 14.0

Total 200 100.0 100.0

Figure 4.8: Do you think social media influences us to shop?

Total 200 100.0 100.0

Total 200 100.0 100.0

Total 200 100.0 100.0

Total 200 100.0 100.0

Total 200 100.0 100.0