14 - Chapter 5

CHAPTER – V
DATA ANALYSIS
The data collected through the primary sources basically through surveys, personal
interview, telephonic interview, google form and e-mails, was analysed and
intrepreted to draw meaningful inferences. The questionnaire consisted of close
ended questions pertaining to selection of different online techniques, social media
preferences, problems encountered by different companies in conducting online
business.
The questionnaire was divided into two broad sections which are as follows:
➢ Section – I
This section contained the preliminary information about the background of
the company like the type of business conducted, year of commencement
of business, years of conducting the business through internet and the
primary reason for going online.
➢ Section – II
This section dealt with different categories of questions directly relating to
the objectives and hypothesis stated, the questions were further divided into
sub categories to ascertain in depth knowledge about the effectiveness of
each of the techniques used, and how it affects to generate the online traffic,
these sub categories are as follows:
• Marketing Budget
• Online Branding Strategies Adopted
• Strategies adopted for online customer acquisition
• Online Consumer Engagement Programs developed for retaining
the customers
• Use of Social Media as an effective marketing tool
• Identifying highly effective technique amongst the different online
techniques adopted to attract, increase and retain the online
customers
• Barriers in conducting online business
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5.1 Method of Analysis
The analysis of the data was based on 5 point Likert scale system. Multiple choice
answer was provided for each question based on the scale so that the respondents
could record their opinions. The analysis of each question was undertaken and the
percentage was calculated. The percentage was then presented in tabular and
graphical forms, which has further aided the researcher to draw inferences.
Different statistical tools were also used to test the hypothesis, these are:-
• Friedman’s test was used to test the mean scores of various related factors.
• ANOVA was used to compare the statistical significance of difference of
the distribution of means across the three sectors.
• Chi-Square test was used to obatin statistical significance of difference in
the distribution of responses related to a specific aspect of online marketing.
The data collected was analysed and interpreted as follows:
Section - I (A&B)– Consisted of detail questionwise analyses of the questionnaire

through frequency distribution and percentage method.
Section - II – Consisted of testing the hypothesis constructed with the help of

statistical tools and interpreting the resultant outcome through graphical
presentation.
Based on the outcome of analysis, finding and observations are presented.
103
5.2 Section -I (A)(Analysis of Questions)
Table 5.1) Distribution of years of Conducting Business through Internet

Year of conducting Online No. of respondents % of respondents
Business
3 - 5 years 106 47.5
6 - 8 years 47 21.1
9 - 11 years 32 14.3
12 - 14 years 26 11.7
>14 years 12 5.4
Total 223 100.0
Years of conducting Business through

3 - 5 years 6 - 8 years
Internet
9 - 11 years 12 - 14 years >14 years
5.4
11.7
47.5
14.3
21.1
Figure 5.1: Distribution of years of Conducting Online Business

Interpretation : A majority of the companies have gone online in the past three to
five years, i.e. 47.5% of the respondent companies, this is seen due to an increase
in internet connectivity, growth of online customers and Internet service providers.
The number of companies going online re-confirms the growth patterns of e-
commerce and on-line marketing in India.
104
Table 5.2: Distribution of business type
Business type No. of respondents % of respondents
Manufacturing 66 29.6
Construction 17 7.6
Services 140 62.8
Total 223 100.0
Manufacturing
Business type
Construction Services
0.4
29.6
62.8 7.6
Figure 5.2: Distribution of business type.
Interpretation: Of 223 companies included in the study, 140 (62.7%) were

in service sector, 66 (29.6%) in manufacturing sector and 17(7.6%) in construction
sector. This indicates that service sector is majorily affected by the outburst of
online platforms.
105
(Part B)
Table 5.3: Distribution of responses related to the priority reason for going
online:
Reason Strongly Agree Not sure Disagree Strongly
Agree Disagree
N % n % n % N % N %
1. Possibility of 72 32.3 97 43.5 39 17.5 12 5.4 3 1.3
reduced costs
2. Possibility of 54 24.2 85 38.1 66 29.6 14 6.3 4 1.8
shortening of
supply chain
3. Establish 109 48.9 75 33.6 29 13.0 7 3.1 3 1.3
strong market
presence
4. Reach new 118 52.9 84 37.7 12 5.4 5 2.2 4 1.8
markets
5. To increase 113 50.7 90 40.4 12 5.4 4 1.8 4 1.8
customer
base
The marketers were asked to state their opinion about the reason to shift from
offline to online business, so as to analyse what drives the marketers to enter into
the digital world and also to ascertain the most important reason behind this
transition. They were asked to rate on Likert’s five point scale and their opinions
was then administered.
106
Priority reason for going online
120
Strongly Disagree Disagree Not sure Agree Strongly Agree
100 1.3 1.8 1.3 1.8 1.8

5.4 3.1 2.2 1.8
6.3 5.4 5.4
13
17.5
80
29.6
% of respondents
37.7 40.4
33.6
60
43.5
38.1
40
52.9 50.7
48.9
20
32.3
24.2
0
Possibility of Possibility of Establish strong Reach new To increase
reduced costs shortening of market presence markets customer base
supply chain
Figure 5.3: Distribution of responses related to the priority reason for going
online
Interpretation : In order to identify the main reasons for the marketers in

India to adopt on-line marketing, the respondent companies were asked to give the
level of agreement/disagreement for each reason.
Of 223 respondents, 72 (32.3%) strongly agreed and 3 (1.3%) strongly disagreed

for the reason ‘Possibility of reduced costs’ as a priority reason.

for the reason ‘Possibility of shortening of supply chain’ as a priority reason.
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for the reason ‘Establish strong market presence’ as a priority reason.
for the reason ‘Reach new markets’ as a priority reason.
for the reason ‘To increase customer base’ as a priority reason.
From the above table it is quite evident that majority of the responses i.e. 52.9% of
the marketers opted for going online due to the possibility of reaching wider and
newer markets, as there is no geographical constraints in conducting online
business, also the possibility of increasing the customer base is higher, due to the
stupendous growth of internet and in the number of online customers hence there
is a huge market to tap these potential customers and widen the customer base.
Table 5.4: Distribution of respondents according to status of their company

undertaking online marketing research.
Response No. of respondents % of respondents
Yes 111 49.8
No 112 50.2
Total 223 100.0
108
online
Yes
marketing research
No
49.8
50.2
Figure 5.4: Distribution of respondents according to status of their company

undertaking online marketing research.
Interpretation : 49.8 % of the respondent companies agreed that they

undertake online marketing research as to formulate meaningful strategies to
increase the online business and to have a better understanding of their business.
Marketing research assists the company to obtain the preferences and likes of the
customers which helps them in developing appropriate marketing strategies and in
selection of appropriate online marketing channels. 50.2% of the respondents
stated that they do not undertake online marketing research.
109
Table 5.5: The purpose of undertaking online marketing research.
Purpose No. of respondents % of respondents

To understand consumer 30 27.0
behavior
To get customer feedback 36 32.4
For competitive 23 20.8
benchmarking
To determine market 22 19.8
segmentation
Total 111 100.0
Purpose to undertake online marketing research
19.8
27
Consumer behavior
Customer feedback
Competitive benchmarking
20.8
Market segmentation
32.4
Figure 5.5: The purpose of undertaking online marketing research.
Interpretation: A majority of respondents 32.4.% of the companies said they

undertake online research to obtain the customer feedback, as to what they
like/dislike in a product, followed by 27% of respondents wanted to understand the
consumer behaviour, 20.8% for competitive benchmarking and 19.8% companies
for determining market segmentation.
110
Table 5.6) The usefulness of the information collected through the marketing
research in designing the marketing strategies.

Yes 105 94.6
No 6 5.4
Total 111 100.0
Information collected through the marketing

research helpful in designing the marketing
Yes strategies No
5.4
94.6
Figure 5.6) The usefulness of the information collected through the marketing
research in designing the marketing strategies
Interpretation: A majority of 94.6% of respondents have agreed that the

information that was collected through the online research was beneficial for them
in designing the marketing strategies and selecting the appropriate digital channels.
111
Table 5.7: Percentage of overall budget is currently spent for marketing.
Overall budget No. of respondents % of respondents

currently spent
Less than 1- 3% 79 35.4
Less than 4-6% 59 26.5
Less than 7-10% 40 17.9
More than 10% 45 20.2
Total 223 100.0
Overall budget currently spent

40 35.4
35
% of respondents
30 26.5
25
17.9 20.2
20
15
10
5
0
Less than 1- 3% Less than 4-6% Less than 7-10% More than 10%
Figure 5.7: Percentage of overall budget currently spent for marketing.

Interpretation : From the above table it is evident that 35.4% of the
companies spend less than 1- 3% for their marketing initiatives, 26.5% spend less
than 4-6%, 17.9% spend less than 7-10% and 20.2 spend more than 10%. This
reveals that most of the companies allocate very less funds to undertake marketing
activities.
112
Table 5.8: The percentage change in the marketing budget as compared to last
year.
Percentage No. of respondents % of respondents
change in the marketing
budget
No change 34 15.2
decreased by 1-10% 9 4.0
decreased by 11-20% 90 40.4
Increased by 1-10% 74 33.2
Increased by 11-20% 16 7.2
Total 223 100.0
Percentage change in the marketing

budget
45
40.4
40
35 33.2
% of respondents
30
25
20
15.2
15
10 7.2
4
5
0
No change decreased by 1- decreased by 11- Increased by 1- Increased by 11-
10% 20% 10% 20%
Figure 5.8: The percentage change in the marketing budget as compared to

last year.
Interpretation : 40.4% of respondents have decreased their
marketing budget by 11-20% as compared to previous year, 33.2% of the
companies have increased by 1-10% , 15.2% of companies have not changed their
marketing budget, 7.2% have increased by 11-20%, and 4% have decreased by 1-
10%.
113
Table 5.9: The effectiveness of the Online Branding Strategies adopted by the
company to enhance their brand image.
Least Moderately More Highly Very

effective Effective Effective Effective Highly
Effective
n % n % n % n % n %
1. Content 64 28.7 22 9.9 57 25.6 36 16.1 44 19.7

Marketing/
Use of blogs
2. Creating 66 29.6 17 7.6 47 21.1 43 19.3 50 22.4
videos
highlighting
brand story
3. Conducting 80 35.9 27 12.1 57 25.6 35 15.7 24 10.8
periodic
webinars &
teleseminars
4. Social 34 15.2 11 4.9 27 12.1 59 26.5 92 41.3
Media
Marketing
(Facebook,
WhatsApp
etc.)
5. E-mail 28 12.6 23 10.3 40 17.9 60 26.9 72 32.3
Marketing
114
120
100
10.8
19.7 22.4
32.3
80 15.7 41.3
% of respondents
16.1
19.3
60 25.6
26.9
25.6
21.1
26.5
40 12.1
9.9 7.6 17.9
12.1
20
35.9 4.9 10.3
28.7 29.6
15.2 12.6
0
Content Creating videos Conducting Social Media E-mail Marketing
Marketing/ Use highlighting periodic Marketing
of blogs brand story webinars & (Facebook,
teleseminars WhatsApp etc.)
Least effective Moderately Effective More Effective
Highly Effective Very Highly Effective
Figure 5.9: The effectiveness of the Online Branding Strategies adopted by the
company to enhance the brand image.
Interpretation : The marketers were asked to state their opinion about the
branding strategies adopted by them to enhance their overall brand image, their
answers was ascertained on five point scale to understand the effectiveness of
various branding strategies and also to analyse which is the least effective and
which is highly effective. This could help the marketers to ascertain and develop
their marketing strategies accordingly to enhance their overall brand image. The
respondent companies were asked to give the level of agreement/disagreement for
each reason.
Of 223 respondents, (19.7%) stated Content marketing as a very highly effective

strategy and (28.7%) stated it as least effective.
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Of 223 respondents, (22.4%) rated Creating of videos that highlight the brand story
as very highly effective strategy and (29.4%) stated it as least effective.
Of 223 respondents, (10.8%) rated Conducting periodic webinars and tele seminars
as very highly effective strategy and (35.9%) rated it as least effective branding
strategy.
Of 223 respondents, (41.3%) rated Social media marketing as very highly effective
strategy and (15.2%)rated it as least effective strategy.
Of 223 respondents, (32.3%) rated E-mail marketing as a very effective strategy

and 4 (12.6%) rated it as the least effective strategy.
From the above table it is quite evident that majority of the responses 41.3% find
Social Media marketing strategy as the most highly effective branding strategy to
enhance the overall brand image of the company
116
Table 5.10: The Online Marketing Strategy preferred to reach/ acquire new
leads /new customers.
Online Least Slightly Moderate Slightly Highly

Marketing preferred not preferred preferred
Strategy preferred
n % n % n % n % n %
1. Multi- 67 30.0 17 7.6 48 21.5 51 22.9 40 17.9
Channel
Marketing
2. Affiliate 106 47.5 20 9.0 53 23.8 28 12.6 16 7.2
Marketing
3. Content 57 25.6 14 6.3 59 26.5 55 24.7 38 17.0
Marketing
4. Social 32 14.3 9 4.0 27 12.1 61 27.4 94 42.2
Media
Marketing
5. E-mail 31 13.9 20 9.0 35 15.7 55 24.7 82 36.8
Marketing
6 Search 33 14.8 17 7.6 41 18.4 58 26.0 74 33.2
Engine
Marketing
7 Pay-per- 48 21.5 21 9.4 44 19.7 36 16.1 74 33.2
click
Advertising
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Preference For Online Marketing Strategy
120 Highly preferred Slightly preferred Moderate
Slightly not preferred Least preferred
100
7.2
17.9 17
12.6
80 36.8 33.2 33.2
% of respondents
42.2
22.9 23.8 24.7
60 16.1
9 24.7 26
21.5
26.5 27.4
40 19.7
7.6 15.7 18.4
6.3 9.4
47.5 12.1
20 9 7.6
30 4
25.6 21.5
14.3 13.9 14.8
0
Figure 5.10: The Online Marketing Strategy preferred to reach and acquire
new leads /new customers.
Interpretation: The researcher wanted to analyse which of the online

marketing strategies are preferred by the online marketers to reach and acquire new
customers. The marketers were asked to state their opinion on a five point scale
giving their preferences to the different marketing strategies adopted online in
generating online traffic to their website. The outcome of the responses is stated as
below:
Of 223 respondents, (17.9%) highly prefer Multi Channel Marketing and (30%)
least prefer this strategy.
Of 223 respondents, (7.2%) highly prefer Affiliate marketing and (47.5%) least
prefer it.
Of 223 respondents, (17%) highly prefer Content marketing and (25.6%)of the
respondents least prefer it.
Of 223 respondents, (42.2%) highly prefer Social media marketing and (14.3%)
respondents least prefer.
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Of 223 respondents, (36.8%) highly prefer E-mail marketing and (13.9%) of the
respondents least prefer it.
Of 223 respondents (33.2%) highly prefer Search Engine Marketing and (14.8%)
least prefer it.
Of 223 respondents (33.2%) highly prefer Pay-per click advertising and (21.5%)
least preferred.
From the above table it is quite evident that majority of the respondent 42.2% prefer
Social Media marketing followed by E-mail marketing (!3.9%) to reach and acquire
new leads and prospective online customers.
Table 5.11: The online marketing technique preferred to convert a lead into a
customer.
Lead Least Slightly Moderate Slightly Highly

conversion preferred not preferred preferred
preferred
n % n % n % n % N %
1. E-mail 25 11.2 15 6.7 45 20.2 46 20.6 92 41.3

Marketing
2. Mobile 17 7.6 19 8.5 31 13.9 49 22.0 107 48.0
Marketing
3. Social 24 10.8 14 6.3 33 14.8 49 22.0 103 46.1
Media
Marketing
4. Search 23 10.3 15 6.7 61 27.4 41 18.4 83 37.2
Engine
Marketing
119
Online marketing technique preferred to convert a lead into a
customer
120
Highly preferred Slightly preferred Moderate
100
80 41.3 46.1 37.2

% of respondents
48
60
18.4
20.6
40 22 22
20.2 27.4
13.9 14.8
20
6.7 8.5 6.3 6.7
11.2 7.6 10.8 10.3
0
E-mail Marketing Mobile Marketing Social Media Search Engine
Marketing Marketing
Figure 5.11: The online marketing technique preferred to convert a lead into
a customer.
Interpretation: Once the company reaches out to the online customers through
the various channels and social media platforms, it is necessary to analyse which
of the marketing techniques are important to convert the prospective customer into
an actual buyer, the challenge that now lies is to convert this prospect into the
customer and generate online sales. The above table thus reflects the highly
preferred strategies adopted by the online marketers.
Of 223 respondents, (41.3%) highly prefer E-mail marketing to convert a lead into
a customer and (11.2%) least prefer.
Of 223 respondents, (48%) highly prefer Mobile marketing and (7.6%) least prefer.
Of 223 respondents, (46.1%) highly prefer Social Media Marketing and (10.8%)
least prefer.
Of 223 respondents, (37.2%) highly prefer Search Engine marketing and (10.3%)
least prefer.
From the table it is quite evident that majority of the respondents (48%) highly
prefer Mobile marketing when it comes to converting a prospect into a customer.
120
Table 5.12: The average time period taken for a lead to convert into a
customer.
Average time No. of respondents % of respondents
Less than 1 month 106 47.5
1 month - 2 months 59 26.5
2months - 3months 32 14.3
3 months – 6 months 20 9.0
More than 6 months 6 2.7
Total 223 100.0
Average time period taken for a lead to convert into a

customer
50 47.5
45
40
% of respondents
35
30 26.5
25
20
14.3
15
10 9
5 2.7
0
Less than 1 1 month - 2 2months - 3 months – 6 More than 6
month months 3months months months
Figure 5.12: The average time period taken for a lead to convert into a
customer.
Interpretation: From the above table 47.5% of the marketers require less
than 1 month to convert a lead generated from different marketing strategies to
convert the prospects into a customer, 26.5% of respondents take 1 – 2 months,
14.3% take 2 months- 3months, 9% take 3 months – 6 months, and 2.7% take more
than 6 months.
121
Table 5.13: The preference for various Online Customer Engagement
Programs in retaining customers.
Acquiring a new customer is ten times costlier (Durkasree, P, 2011) than retaining
an old customer, it is therefore necessary to formulate different customer
engagement programs to engage and retain them. There are various customer
engagement programs to engage the customers with the companies website,
products and web page, it is important to analyse which of the programs are more
preferred by the online marketers. Thus the respondent marketers were asked to
rate their preference for each of the online customer engagement programs to retain
the customers.
Online Least Slightly Moderate Slightly Highly

Customer preferred not preferred preferred
Engagement preferred
Programs
n % n % n % n % N %
1. Contest 121 54.3 22 9.9 40 17.9 23 10.3 17 7.6
2. Newsletters / 29 13.0 11 4.9 37 16.6 40 17.9 106 47.6

Regular
updates
3. Games / Quiz 136 61.0 30 13.5 30 13.5 12 5.4 15 6.6
4. Multimedia 35 15.7 10 4.5 43 19.3 39 17.5 96 43.0

Marketing
(audio/Video)
5 Content 39 17.5 11 4.9 36 16.1 92 41.3 45 20.2
Marketing
122
Online Customer Engagement Programs are preferred in
retaining customers
Highly preferred Slightly preferred Moderate

120
100
7.6 6.6
5.4 20.2
10.3
13.5
% of respondents
80 43
17.9 47.6
13.5
60 9.9 41.3
17.5
40 17.9
61 19.3 16.1
54.3 16.6
20 4.5 4.9
4.9
13 15.7 17.5
0
Contest Newsletters / Games / Quiz Multimedia Content
Regular updates Marketing Marketing
(audio/Video)
Figure 5.13: The preference for various Online Customer Engagement

Programs in retaining customers.
Interpretation:
Of 223 respondents, 17 (7.6%) highly prefer Contests and 121 (54.3%) least prefer.
Of 223 respondents, 13 (29%) highly prefer Newsletter and regular updates

whereas 106 respondents (47.6%) least prefer them.
Of 223 respondents, 15 (6.6%) highly prefer games and quiz whereas 136
respondents (61%) least prefer them.
Of 223 respondents, 96 (43%) highly prefer Multi media marketing through audio
and video whereas 35 respondents (15.7%) least prefer it.
Of 223 respondents, 45 (20.2%) highly prefer Content marketing and 39

respondents (17.5%) least prefer it.
From the above table it is evident that newsletter updates prove to be highly
preferred in engaging the online customers. Constant updates and information
123
about the products keep the customers updated and informed about the new stock
offering and keeps them engaged with continuous feeds.
Table 5.14: The most effective web analytics for measurement of customer
engagement programs for retaining online customers.
In this digital environment it is essential to understand web analytics to measure

the success of online customer engagement programs, that will aid the marketers to
develop most effective strategies to retain their online customers. There are a
number of ways for assessing the success of online customer engagement programs,
selecting the correct analytics will aid the marketers to channelise their marketing
efforts in right direction hence saving unnecessary expenses.
Least Moderately More Highly Very

effective Effective Effective Effective Highly
Effective
n % n % n % n % N %
1. Page 18 8.1 21 9.4 57 25.6 83 37.2 44 19.7
Views
2. Likes & 15 6.7 16 7.2 58 26.0 53 23.8 81 36.4
Comments
3. Search 20 9.0 14 6.3 64 28.7 45 20.2 80 35.8
keywords
4. Sales 10 4.5 7 3.1 42 18.8 71 31.8 93 41.8
Leads
5. Product 11 4.9 6 2.7 43 19.3 57 25.6 106 47.5
reviews
6. Tracking 24 10.8 18 8.1 65 29.1 82 36.8 34 15.2
through
Navigation
paths
124
120
Very Highly Effective Highly Effective More Effective
Moderately Effective Least effective
100
15.2
19.7
36.4
80 35.8
41.8
47.5
% of respondents
36.8
60 37.2
20.2
23.8
31.8
40 25.6
29.1
25.6 28.7
26
20
18.8 19.3
8.1
9.4 6.3
7.2
9 3.1 2.7 10.8
8.1 6.7 4.5 4.9
0
Page Views Likes & Search Sales Leads Product Tracking
Comments keywords reviews through
Navigation
paths
Figure 5.14: The most effective on-line activities as a measure of success for
Customer Engagement Programs/ Retention of Customers.
Interpretation : The success of any Customer Engagement programmes can

be measured through different ways, the online marketers must be aware of these
techniques so that they can focus and formulate appropriate strategies to retain the
customers through different consumer engagement programmes. The following are
the inferences derived:
Of 223 respondents, (19.7%) rated Page views as very highly effective technique
and (8.1%) rated it as least effective.
Of 223 respondents, (36.4%) rated Likes and Comments as very highly effective
technique and (6.7%) rated it as least effective.
Of 223 respondents, (35.8%) rated Search keywords as very highly effective

technique and (9%) rated it as least effective.
125
Of 223 respondents, (41.8%) rated sales leads as very highly effective technique
and (4.5%) rated it as least effective.
Of 223 respondents, (47.5%) rated product reviews as very highly effective

technique and (4.9%) rated it as least effective.
Of 223 respondents, (15.2%) rated Tracking through navigation paths as very

highly effective technique and (10.8%) rated it as least effective.
Hence it can be concluded that Product reviews are very highly effective web
analytics to measure the success of the consumer engagement programs devised by
the marketers to retain the online customers.
126
Table 5.15: The use of social media in one form or other to leverage the
business.

Yes 201 90.1
No 22 9.9
Total 223 100.0
Use of social media to leverage business / engage

customers
9.9
Yes
No
90.1
Figure 5.15: The use of social media in one form or other to leverage the
business.
Interpretation : Majority of the respondents 73.5 percent stated that they use
social media in one form or other to leverage their business. Only 26.5 percent said
that they do not use social media to leverage their business. It is quite evident from
the above table that social media is gaining momentum and plays a very vital role
in the growth and expansion of online business.
127
Table 5.16: The percentage of marketing budget spent on social media
initiatives.

1 -10% 164 73.5
10% - 20% 35 15.7
20% -30% 11 4.9
More than 30% 13 5.9
Nothing 0 0.0
Total 223 100.0
The percentage of marketing budget spent on social

media initiatives
0
5.9
4.9
1 - 10%
15.7 10% - 20%
20% - 30%
More than 30%
73.5 Nothing
Figure 5.16: The percentage of marketing budget spent on social media

initiatives.
Interpretation : Of 223 respondents, majority of them i.e. 164 (73.5%)spend 1 –

10% of their marketing budget on social media initiatives. 15.7 percent spend 10%-
20%, 4.9 percent respondents spend 20% - 30% and 5.9 percent of respondents
spend more than 30% of their marketing budget on social media initiatives.
Investment in social media platforms ensures profitable returns to marketers, as it
is one of the popular platforms in attracting and retaining online customers.
128
Table 5.17: The opinion regarding main objective of Social Media Platforms.
The researcher wanted to know the main aim of using social media platforms, as it
would aid the marketers to develop their social media strategies accordingly.

Creation of Brand 80 35.9
Awareness
Customer Engagement / 49 21.9
Retention
Generate sales leads 71 31.9
Build community 23 10.3
advocates
Total 223 100
The main objective of Social Media engagements
40
35.9
35 31.9
30
% of respondents
25 21.9
20
15
10.3
10
0
Creation of Brand Customer Engagement Generate sales leads Build community
Awareness / Retention advocates
Figure 5.17: The opinion regarding main objective of Social Media platforms.
Interpretation: From the above table it is clear that Creation of Brand

awareness (35.9%) is the most important objective of Social Media platforms,
followed by generation of Sales leads with (31.9%), Customer engagement is the
next important objective (21.9%) lastly 10.3% of respondents sated Building
community advocates was another main objective of Social media platforms.
129
Table 5.18: The perspective regarding the increase in revenue from social
media engagements.

Yes 115 51.6
No 28 12.6
Not measured 80 35.8
Total 223 100.0
Able to see an increase in revenue from your social

media engagements
Yes No Not measured
35.8
51.6
12.6
Figure 5.18: The perspective regarding the increase in revenue from social
media engagements.
Interpretation : More than half of the respondent companies (51.6%) have

answered positively that they have been able to see an increase in revenue from
social media engagements. Hence the marketers need to focus more on formulating
strategies on social media platforms to increase their revenues. 35.8% have said
that they have not been able to see an increase in revenue and 12.6% stated that
they haven’t measured.
130
Table 5.19 The amount of increase in revenue from social media
engagements.
The companies which were able to see an increase in their social media
engagements were further ask to respond to the quantum of increase in revenue
generated from social media engagements.

1 -10% increase 51 44.3
11% - 25% increase 43 37.4
26% - 50% increase 18 15.7
Above 50% increase 3 2.6
Total 115 100.0
The amount of increase in revenue from your social media

engagements
1 -10% increase 11% - 25% increase 26% - 50% increase Above 50% increase
2.6
15.7
44.3
37.4
Figure 5.19: The amount of increase in revenue from social media

engagements.
Interpretation: From the above given table 44.3 percent respondents have
seen 1- 10% increase in revenue, 37.4 % have seen 11% -25% increase, 15.7
percent of respondents have seen 26%- 50% increase and 2.6 percent have seen a
whooping increase of above 50 percent increase in revenue from social media
engagements like regular updates, contests, quiz and others.
131
Table 5.20: The platforms preferred for social media marketing efforts.
In order to understand the preference of different social media platforms the

respondent companies were asked to give their preference for each of the platforms.
Social Media No.of Total % of

Platforms respondents respondents
Facebook 175 223 78.5
Twitter 67 223 30.0
YouTube 101 223 45.3
Instagram 85 223 38.1
Blogs 82 223 36.8
Pinterest 16 223 7.2
The platforms preferred for social media

marketing efforts
90
78.5
80
70
% of respondents
60
50 45.3
38.1 36.8
40 30
30
20
7.2
10
0
Facebook Twitter YouTube Instagram Blogs Pinterest
Figure 5.20: The platforms preferred for social media marketing efforts.
Interpretation:
Out of 223 respondents, 78.5 percent prefer facebook as a platform for their social
media marketing efforts.
Out of 223 respondents, 45.3 percent prefer YouTube as a social media platform to
market their products.
Out of 223 respondents, 38.1 percent prefer Instagram for social media marketing.
Out of 223 respondents, 36.8 percent prefer blogs as a social media platform to
market their product.
132
Out of 223 respondents, 30 percent prefer twitter for their social media marketing
efforts.
Out of 223 respondents, 7.2 percent prefer Pinterest for their social media
marketing effrorts.
This reflects that development of a Facebook page and constant updates on

Facebook through likes, shares, newsfeed is important to have a strong online
presence. Videos have to be consistently updated with product stories to attract the
online customers.
Table 5. 21: Creation of mobile app for marketing the products.

Yes 185 83.0
No 38 17.0
Total 223 100.0
Have you created any mobile app for marketing

your products
Yes No
17
83
Figure 5. 21 Creation of mobile app for marketing the products.
Interpretation : From the above table it is evident that 83 percent of the

respondents have created a mobile app for marketing their products and only 17
percent of them have not created, but when asked further few of them said that they
would be creating an app in future. This shows that m-commerce is the future, and
133
the marketers must reap this opportunity by formulating strategies to tap the
customers who purchase online through their mobile phones.
Table 5.22: The challenges/barriers for conducting On-Line Business.
Barriers No. of Total % of

respondents respondents respondents
1. Rapid changing 113 223 50.7
technology
2. Lesser use of online 70 223 31.4
payment facilities
3. Insecurity on part of 105 223 47.1
customers
4. Logistic Management 32 223 14.3
Problems
The challenges/barriers for conducting On-Line

Business
60
50.7
50 47.1
% of respondents
40
31.4
30
20
14.3
10
0
Rapid changing Lesser use of online Insecurity on part of Logistic Management
technology payment facilities customers Problems
Figure 5.22: The challenges/barriers for conducting On-Line Business.
Interpretation: In order to facilitate an understanding of the

difficulties/barriers faced by the marketers while implementing or conducting on-
line marketing, the respondents were asked to report the barriers that created
problems for them.
134
Out of 223 respondents, 50.7 percent perceived rapid changing technology as a
major barrier, as they are not able to cope up with the new technologies that emerge
making the old strategies defunct.
Out of 223 respondents, 47.1 percent stated insecurity on the part of the customers,
rise of online frauds and lack of strict legal framework, has resulted in this barrier.
Out of 223 respondents, 31.4 percent of the respondents felt lesser use of online
payment facility as a hurdle in conducting online business. Though with
digitization there has been a rise in cashless transactions and opening of different
payment avenues, it still remains a barrier.
Out of 223 respondents, 14.3 percent cited Logistic management as another barrier
in conducting online business.
Table 5.23: The distribution of perspective regarding growth parameters after

adopting On-Line Marketing
Parameters Significant Decrease Neutral Increase Significant

Decrease increase
n % n % n % n % n %
1. Sales 9 4.0 15 6.7 69 30.9 69 30.9 61 27.5
2. Net Profits 8 3.6 18 8.1 87 39.0 67 30.0 43 19.3
3. Customer 4 1.8 10 4.5 52 23.3 86 38.6 71 31.8

Base
4. Overall 6 2.7 9 4.0 48 21.5 77 34.5 83 37.3
Growth of
the
Organisation
135
Perspective regarding growth parameters
120 Significant increase Increase Neutral Decrease Significant Decrease
100
27.5 19.3
31.8
80 37.3
% of respondents
30
60
30.9
38.6
34.5
40
39
30.9
20
23.3 21.5
6.7 8.1
4.5 4
0 4 3.6 1.8 2.7
Sales Net Profits Customer Base Overall Growth of the
Organisation
Figure 5.23) The distribution of perspective regarding growth parameters

after adoption of online marketing.
Interpretation : The responses pertaining to the different growth parameters

was assessed to determine the improvement in business after implementation of
online marketing.
Sales : a sizeable number of companies(27.5%) have said that there has been a
significant increase in their sales, 30.9% have said it has increased whereas other
30.9% were neutral, 6.7% respondents said that the sales had decreased after
implementation of online marketing due to intense competition and volatility of the
market the remaining 4% respondents were of the opinion that their sales
significantly decreased as they faced a lot of bottlenecks in logistic management.
136
Net Profit : 19.3% of respondents were of the opinion that their net profits
significantly increased after the implementation of online marketing, 30% said that
their net profits increased, 39% were neutral and didn’t wanted to respond
considering the confidentiality, 8.1% said their net profits decreased whereas 3.6%
were of the opinion that their net profits significantly decreased, one of the reason
was wrong implementation of the online strategies and inadequate online market
research.
Customer Base : 31.8% of the respondents said that their customer base had
significantly increased after implementation of the online marketing, 38.6% also
were of the opinion that they have seen an increase in customer base, 23.3% were
neutral due to confidential aspect, 4.5% said their customer base decreased due to
varied product choices available online creating a tough competition, and online
marketing being a new platform for them it was difficult to entice the customers.
1.8% were also of the opinion that their customer base significantly decreased.
Overall Growth of the Organisation : 37.3% respondents saw a significant

increase in the overall growth of the Organisation. As they were able to expand
their business, increase the product assortment, and connecting directly online with
their customers helped to improve the overall image of the company. 34.5%
respondents saw an increase in the overall growth, 21.5% were neutral, 4% said
they did not see any growth and 2.7% said they had a significant decrease in the
overall parameters of the organisation.
It is quite evident from the above table that online marketing has helped the
marketers in overall growth of their company and has generated profits.
Considering this there has been a paradigm shift from offline market to online
market so as to capitalise this growing segment.
137
Table 5.24: The distribution of perspective regarding the reasons of growth of
Online Marketing in future.
Reason Strongly Agree Not sure Disagree Strongly

Agree Disagree
n % n % n % n % n %
1. Internet and 162 72.6 52 23.3 2 0.9 3 1.3 4 1.9
mobile users
are increasing
2. Television 65 29.1 82 36.8 66 29.6 6 2.7 4 1.8
will also be
internet based
3. Increasing 101 45.3 71 31.9 43 19.3 5 2.2 3 1.3
trend of
digitalization
4. Traditional 78 34.9 49 21.9 70 31.4 19 8.6 7 3.2
marketing
costs are
increasing
5. Ease of 93 41.7 71 31.8 44 19.7 10 4.5 5 2.3
tracking
success or
failure is
easier through
online
marketing
138
Perspective regarding the reasons of
growth
120
Strongly Disagree Disagree Not sure Agree Strongly Agree
1.9
100 1.3 1.8 1.3 3.2 2.3
0.9 2.7 2.2
8.6 4.5
19.3
23.3 19.7
80 29.6
31.4
% of respondents
60 31.9
31.8
36.8 21.9
40
72.6
45.3
20 41.7
29.1 34.9
0
Internet and Television will Increasing trend Traditional Ease of tracking
mobile users are also be internet of digitalization marketing costs success or
increasing based are increasing failure is easier
through online
marketing
Figure 5.24: The distribution of perspective regarding the reasons of growth

of Online Marketing in future.
Interpretation :
Out of 223 respondents, 72.6 percent strongly agree that the constant growth of
Internet and Mobile users will lead to an increase in Online marketing as the
customers are now connected 24x7 and are easily accessed if the right online
marketing tool is formulated. This has provided a great opportunity for the
companies to do online business. Only 1.9 percent marketers have strongly
disagreed.
139
Out of 223 respondents, 45.3 percent of the respondents feel that the increasing
trend of digitalization will further lead to the growth of Online marketing in the
coming years as different payment avenues have opened which will be an added
advantage to the online business. 1.3 percent have strongly disagreed.
Out of 223 respondents, 41.7 percent have strongly agreed that ease of tracking the
success or failure will fuel in growth of Online marketing, with different web
analytics it has become easy to measure the conversion and retention of customers.
Only 2.3 percent have strongly disagreed.
Out of 223 respondents, 34.9 percent have strongly agree that the rising cost of
traditional marketing will lead to a paradigm shift of business into online mode.
Out of 223 respondents, 29.1 percent strongly agree that the online marketing will
grow even bigger due to television being internet based.
140
5.3 PART - B
TESTING OF HYPOTHESIS
The hypothesis was constructed considering the preference of parameters among

all the respondent groups and the sub hypothesis was constructed to test the
preference between the different sectors.
HYPOTHESIS -1 :
H0 : There is no significant difference in the reasons to go online among the online

marketers.
H1 : There is a significant difference in the reasons to go online among the online

marketers.
Table 5.25) Distribution of mean score of agreement on various reasons for

going online (Overall respondents).
Score of Friedman’s Test
Agreement
Reason Mean SD Test Statistic P-
Value value
Possibility of reduced costs 4.00 0.91 121.82 0.001
Possibility of shortening of 3.77 0.95
supply chain
Establish strong market 4.26 0.89
presence
Reach new markets 4.38 0.83
To increase customer base 4.36 0.81
P-value by Friedman’s test. P-value<0.05 is considered to be statistically
significant. Higher mean score indicates higher perception towards the
reason mentioned and vice-versa.
141
Distribution of Mean Agreement Scores for
4.50
Various Reasons
4.38 4.36
4.40
4.26
4.30
4.20
4.10 4.00
4.00
Mean Score
3.90
3.77
3.80
3.70
3.60
3.50
3.40
Reach new To increase Establish strong Possibility of Possibility of
markets customer base market presence reduced costs shortening of
supply chain

going online (Overall respondents).
Test Statistics Details:
For Overall Group:
Value of Test Statistic (Friedman’s Test) = 121.82.
P-value (Probability value) = 0.001 (Statistically Significant by Friedman’s test).
Decision Based on Statistical Analysis: We Reject Null Hypothesis (H0) and

Accept Alternative Hypothesis (H1) at 5% Level of Significance (LOS).
H1 : There is a significant difference in the reasons to go online among the

online marketers.
142
Comments:
1) Distribution of agreement scores for going online differs significantly for

various reasons in the study group (P-value<0.001).
2) The distribution of mean agreement score for going online is significantly
higher for a reasons like “Reach new markets” and “To increase customer
base” (P-value<0.001).
3) The distribution of mean agreement score for going online is significantly
lower for a reason of “Possibility of shortening of supply chain” (P-
value<0.001).
4) The distribution of mean agreement score for going online for various
reasons in the high to low order was mean score 4.38 for Reaching new
markets, mean score 4.36 for increasing customer base, mean score 4.26
for establishing strong market presence, mean score 4.00 for Possibility of
reduced costs and mean score for possibility of shortening of supply chain.
Hypothesis 1.2
H0 : There is no significant difference in the reasons to go online among the

online marketers from various sectors.
H1 : There is a significant difference in the reasons to go online among the

online marketers from various sectors.
143
going online (across various sectors).
Score of Agreement ANOVA (F
Test)
Manufacturing Construction Service
(n=66) (n=17) (n=140)
Reason Mean SD Mean SD Mean SD F- P-
Value value
Possibility 3.83 0.76 3.94 1.30 4.09 0.92 1.755 0.175
of reduced
costs
Possibility 3.71 0.76 3.29 1.40 3.85 0.95 2.802 0.063
of
shortening
of supply
chain
Establish 4.14 0.84 4.12 1.22 4.33 0.88 1.252 0.288
strong
market
presence
Reach 4.35 0.73 4.18 1.18 4.41 0.83 0.668 0.514
new
markets
To 4.23 0.89 4.35 0.70 4.43 0.79 1.373 0.255
increase
customer
base
All 4.05 0.54 3.98 0.90 4.22 0.53 2.336 0.099
reasons
combined
P-value by ANOVA test. P-value<0.05 is considered to be statistically
significant. Higher mean score indicates higher perception towards the reason
mentioned and vice-versa.
144
Distribution of Mean Agreement Scores
for Various Reasons Across Various
Manufacturing
Sectors
Construction Service
5
4.5 4.33 4.35 4.41 4.354.43

4.18 4.23 4.22
4.09 4.144.12
4.053.98
3.94
4 3.83 3.85
3.71
3.5 3.29
3
Mean Score
2.5
1.5
0.5
0
Possibility of Possibility of Establish Reach new To increase All reasons
reduced costs shortening of strong market markets customer base combined
supply chain presence
Figure 5.26) Distribution of mean score of agreement on various reasons for

going online (across various sectors).
For All reasons Combined:
Value of Test Statistic (F- Test) = 2.336.
P-value (Probability value) = 0.099 (Statistically Non-Significant by F test).
145
Decision Based on Statistical Analysis: We Reject Alternative Hypothesis (H1)
and Accept Null Hypothesis (H0) at 5% Level of Significance (LOS).
H0 :There is no significant difference in the preference of Branding strategies

to enhance the brand image among the online marketers.
Comments:
1) Distribution of agreement scores for going online did not differ significantly
for all reasons (composite score) across group of respondents from various
sectors (P-value>0.05).
2) The distribution of mean agreement score for going online for various
reasons did not differ significantly between the customers from
manufacturing, construction and service sectors (P-value>0.05 for all).
3) The distribution of all reasons to go online were approximately similar for
the respondents from all three sectors in the study group.
HYPOTHESIS -2 :
To identify the perception of the effectiveness of various branding strategies

to enhance the brand image among the three sectors the following hypothesis
was constructed.
Null Hypothesis (H0) 2.1 :
There is no significant difference in the preference of Branding strategies to enhance the

brand image among the online marketers.
Alternative Hypothesis (H) 2.1:
There is a significant difference in the preference of Branding strategies to enhance the

brand image among the online marketers.
146
Table 5.27) Distribution of mean score of perception of effectiveness of various
branding strategies for enhancing the brand image (Overall respondents).
Agreement
Strategy Mean SD Test Statistic P-
Value value
Content Marketing/ Use of 2.88 1.48 127.25 0.001
blogs
Creating videos highlighting 2.97 1.54
brand story
Conducting periodic 2.53 1.39
webinars & teleseminars
Social Media Marketing 3.74 1.43
(Facebook, WhatsApp etc.)
E-mail Marketing 3.56 1.36
effectiveness of various strategies and vice-versa.
147
Distribution of Mean Perception Scores for
3.74
Various Branding Strategies
4 3.56
3.5
2.97 2.88
3
2.53
2.5
Mean Score
2
1.5
1
0.5
0
Social Media E-mail Marketing Creating videos Content Marketing/ Conducting periodic
Marketing highlighting brand Use of blogs webinars &
(Facebook, story teleseminars
WhatsApp etc.)
Fig 5.27) Distribution of mean score of perception of effectiveness of various

branding strategies for enhancing the brand image (Overall respondents).
For Overall Group:

There is a significant difference in the preference of Branding strategies to enhance

the brand image among the online marketers.
Comments:
1) Distribution of perception scores of effectiveness of various branding

strategies differs significantly in the study group.
148
2) The distribution of mean perception score of effectiveness is significantly
higher for the strategies like Social Media Marketing (Facebook, WhatsApp
etc.) and E-mail Marketing.
3) The distribution of mean perception score of effectiveness is significantly
lower for a strategy like Conducting periodic webinars & teleseminars (P-
value<0.001).
4) The distribution of mean perception score for various branding strategies in
the high to low order was mean score 3.74 for Social Media Marketing
(Facebook, WhatsApp etc.), mean score 3.56 for E-mail Marketing, mean
score 2.97 for Creating videos highlighting brand story, mean score 2.88 for
Content Marketing/ Use of blogs and mean score 2.53 for Conducting
periodic webinars & teleseminars.
HYPOTHESIS 2.2
There is no significant difference in the preference of Branding strategies to

enhance the brand image among the online marketers from various sectors.
Alternative Hypothesis (H2.2) :
There is a significant difference in the preference of Branding strategies to enhance

the brand image among the online marketers from various sectors.
149
Table 5.28) Distribution of mean score of perception of effectiveness of various
branding strategies for enhancing the brand image (across various sectors).
Score of Agreement ANOVA (F
Test)
(n=66) (n=17) (n=140)
Strategy Mean SD Mean SD Mean SD F- P-

Value value
Content 2.42 1.37 3.12 1.45 3.07 1.49 4.661 0.010
Marketing/
Use of blogs
Creating 2.61 1.49 3.35 1.49 3.10 1.54 2.932 0.055
videos
highlighting
brand story
Conducting 2.27 1.27 2.82 1.33 2.62 1.44 1.823 0.164
periodic
webinars &
teleseminars
Social Media 2.77 1.53 4.29 0.98 4.12 1.19 26.244 0.001
Marketing
(Facebook,
WhatsApp
etc.)
E-mail 3.70 1.35 4.06 0.83 3.44 1.41 2.071 0.129
Marketing
All strategies 2.75 1.00 3.53 0.63 3.27 0.88 9.010 0.001
combined
P-value by ANOVA test. P-value<0.05 is considered to be statistically significant.
Higher mean score indicates higher perception towards the reason mentioned and
vice-versa.
150
Distribution of Mean Peception Scores for
Various Branding Strategies
5
4.5 4.29
4.12 4.06
4 3.7
3.44 3.53
3.5 3.12 3.35 3.27
3.07 3.1
3 2.82 2.77 2.75
Mean Score
2.61 2.62
2.42
2.5 2.27
1.5
0.5
0
Content Creating videos Conducting Social Media E-mail Marketing All strategies
Marketing/ Use of highlighting brand periodic webinars Marketing combined
blogs story & teleseminars (Facebook,
WhatsApp etc.)
Figure 5.28) Distribution of mean score of perception of effectiveness of

various branding strategies for enhancing the brand image (across various
sectors).
For All reasons Combined:
P-value (Probability value) = 0.001 (Statistically Significant by F test).

“There is a significant difference in the preference of Branding strategies to

enhance the brand image among the online marketers from various sectors.”
151
Comments:
1) Distribution of perception score (composite score) of the effectiveness of

various branding strategies for enhancing the brand image differs
significantly across group of respondents from various sectors (P-
value<0.001).
2) The distribution of mean perception score of the effectiveness of various
branding strategies for enhancing the brand image differs significantly
between the customers from manufacturing, construction and service
sectors for the strategies such as Content Marketing/ Use of blogs and Social
Media Marketing (Facebook, WhatsApp etc.) (P-value<0.05 for both).
3) The distribution of mean perception score of the effectiveness of various
branding strategies for enhancing the brand image did not differs
significantly between the customers from manufacturing, construction and
service sectors for the strategies such as Creating videos highlighting brand
story, Conducting periodic webinars & teleseminars and E-mail Marketing
(P-value>0.05 for both). The distribution of perception scores for these
strategies were approximately similar for the respondents from all three
sectors in the study group.
4) The distribution of mean perception score of the effectiveness of all
branding strategies (composite score) differs significantly between the
customers from manufacturing, construction and service sectors (P-
value<0.001).
152
HYPOTHESIS 3 :
In order to identify the preference of online marketing strategy to acquire new leads
and customers the following hypothesis was constructed.
There is no significant difference in the preference of online marketing strategies to acquire

new customers among the online marketers. (overall respondents)
There is a significant difference in the preference of online marketing strategies to acquire

new customers among the online marketers. (overall respondents)
Table 5.29) Distribution of mean preference score for various strategies to

acquire new leads/ customers (Overall respondents).
Agreement
Strategy Mean SD Test Statistic P-
Value value
Multi-Channel Marketing 2.91 1.49 221.63 0.001
Affiliate Marketing 2.23 1.35
Content Marketing 3.01 1.42
Social Media Marketing 3.79 1.40
E-mail Marketing 3.61 1.41
Search Engine Marketing 3.55 1.40
Pay-per-click Advertising 3.30 1.54
153
Distribution of Mean Preference
Scores for Various On-Line Marketing
4 3.79
3.61 3.55 Strategies
3.5 3.3
3.01 2.91
3
Mean Score
2.5 2.23
1.5
0.5

acquire new leads /new customers (Overall respondents).
For Overall Group:

“There is a significant difference in the preference of online marketing strategies to

acquire new customers among the online marketers”. (overall respondents)
Comments:
1) Distribution of mean preference scores of various online marketing

strategies differs significantly in the study group (P-value<0.001).
154
2) The distribution of mean preference score of online marketing strategy such
as Social Media Marketing and E-mail Marketing is significantly higher.
3) The distribution of mean preference score of effectiveness is significantly
lower for a online marketing strategy Affiliate Marketing (P-value<0.001).
4) The distribution of mean preference score for various on-line marketing
strategies to reach/acquire new leads /new customers in the high to low
order was mean score 3.79 for Social Media Marketing, mean score 3.61
for E-mail Marketing, mean score 3.55 for Search Engine Marketing, mean
score 3.30 for Pay-per-click Advertising, mean score 3.01 for Content
Marketing, mean score 2.91 for Content Marketing/ Use of blogs and mean
score 2.53 for Multi-Channel Marketing and mean score 2.23 for Affiliate
Marketing.
HYPOTHESIS 3.2
To test the preference of online marketing strategy to acquire new leads and
customers by the online marketers from various sectors.
Null Hypothesis (H0) 3.2:
There is no significant difference in the preference of online marketing strategies to acquire

new customers among the online marketers across various sectors.
Alternative Hypothesis (H1) 3.2:
There is a significant difference in the preference of online marketing strategies to acquire

new customers among the online marketers across various sectors.
155
reach/acquire new leads /new customers (across various sectors).
Score of Preference ANOVA (F
Test)
(n=66) (n=17) (n=140)
Strategy Mean SD Mean SD Mean SD F- P-
Value value
Multi- 2.53 1.34 3.76 1.20 2.99 1.54 5.305 0.006
Channel
Marketing
Affiliate 2.09 1.27 2.59 1.06 2.25 1.41 0.967 0.382
Marketing
Content 2.73 1.36 2.94 1.29 3.16 1.45 2.093 0.126
Marketing
Social 2.80 1.53 4.47 0.72 4.17 1.14 29.714 0.001
Media
Marketing
E-mail 3.65 1.39 4.24 0.90 3.52 1.46 1.986 0.140
Marketing
Search 3.52 1.29 3.41 1.33 3.59 1.46 0.148 0.863
Engine
Marketing
Pay-per- 3.21 1.70 3.00 1.22 3.38 1.49 0.612 0.543
click
Advertising
All 2.93 0.85 3.49 0.66 3.29 0.82 5.468 0.005
strategies
combined
156
Distribution of Mean Preference Scores
for Various On-line Marketing Strategies
5 Manufacturing Construction Service

4.47
4.5 4.24
4.17
4 3.76
3.65
3.52 3.52 3.59 3.49
3.41 3.38
3.5 3.29
3.16 3.21
2.99 2.94 3 2.93
3 2.8
2.73
2.53 2.59
2.5
Mean Score
2.25
2.09
2
1.5
0.5
Figure 5.30) Distribution of mean preference score for various strategies to

reach/acquire new leads /new customers (across various sectors).
For All strategies Combined:
P-value (Probability value) = 0.005 (Statistically Significant by F test).
157
“There is a significant difference in the preference of online marketing

strategies to acquire new customers among the online marketers across
various sectors”.
Comments:
1) Distribution of preference score (composite score) for various on-line

marketing strategies to reach/acquire new leads /new customers differs
significantly across group of respondents from various sectors.
2) The distribution of mean preference score (composite score) for various on-
line marketing strategies to reach/acquire new leads /new customers differs
service sectors for the on-lime marketing strategies such as Multi-Channel
Marketing and Social Media Marketing (P-value<0.05 for both).
3) The distribution of mean preference score of various online marketing
strategies to reach/acquire new leads/new customers did not differ
service sectors for the strategies such as Affiliate Marketing, Content
Marketing, E-mail Marketing, Search Engine Marketing and Pay-per-click
Advertising (P-value>0.05 for all). The distribution of perception scores for
these strategies were approximately similar for the respondents from all
three sectors in the study group.
4) The distribution of mean preference score of various online marketing
strategies to reach/acquire new leads/new customers of all strategies
(composite score) differs significantly between the customers from
manufacturing, construction and service sectors.
158
HYPOTHESIS -4 :
To test the preference of various online customer engagement programs developed

by the online marketers in retaining the customers, the following hypothesis was
constructed and tested.
There is no significant difference in the preference for online customer engagement

programs in retaining the customers among the online marketers.
Alternative Hypothesis (H1) 4.1:
There is a significant difference in the preference for online customer engagement

programs in retaining the customers among the online marketers.
Table 5.31) Distribution of mean preference score for various on-line customer
engagement programs in retaining customers (Overall respondents).
Agreement
Program Mean SD Test Statistic P-
Value value
Contest 2.07 1.35 304.811 0.001
Newsletters / Regular 3.82 1.41
updates
Games / Quiz 1.83 1.24
Multimedia Marketing 3.68 1.46
(audio/Video)
Content Marketing 3.42 1.34
159
for Various On-Line Customer
4.5
Engagement Programs
4 3.82
3.68
3.42
3.5
Mean Score
2.5
2.07
2 1.83
1.5
0.5
0
Newsletters / Multimedia Content Contest Games / Quiz
Regular updates Marketing Marketing
(audio/Video)
engagement programs in retaining customers (Overall respondents).
For Overall Group:

“There is a significant difference in the preference for online customer

engagement programs in retaining the customers among the online
marketers”.
160
Comments:
1) Distribution of mean preference scores for various online customer

engagement programs in retaining customers differs significantly in the
study group (P-value<0.001).
2) The distribution of mean preference score for various online customer
engagement programs such as Newsletters / Regular updates and
Multimedia Marketing (audio/Video) is significantly higher (P-
value<0.001).
3) The distribution of mean preference score for online customer engagement
programs such as Games / Quiz in retaining customers s significantly lower
(P-value<0.001).
4) The distribution of mean preference score for various on-line customer
engagement programs in retaining customers in the high to low order was
mean score 3.82 for Newsletters / Regular updates, mean score 3.68 for
Multimedia Marketing (audio/Video), mean score 3.42 for Content
Marketing, mean score 2.07 for Contest and mean score 1.83 for Games /
Quiz.
HYPOTHESIS 4.1
To test the preference of various online customer engagement programs developed

by the online marketers across the different sectors in order to retain the customers,
the following hypothesis was constructed and tested.
There is no significant difference in the preference for online customer engagement

programs in retaining the customers among the online marketers across the various
sectors.
There is a significant difference in the preference for online customer engagement

programs in retaining the customers among the online marketers across the various
sectors.
161
engagement programs in retaining customers (across various sectors).
Score of Preference ANOVA (F
Test)
Manufacturin Constructio Service
g (n=66) n (n=17) (n=140)
Program Mean SD Mean SD Mea SD F- P-
n Valu valu
e e
Contest 2.06 1.31 1.65 1.22 2.13 1.3 0.967 0.38
8 2
Newsletters / 3.50 1.46 3.88 1.54 3.96 1.3 2.485 0.08
Regular 5 6
updates
Games / Quiz 1.55 1.01 1.76 1.25 1.98 1.3 2.797 0.06
2 3
Multimedia 3.67 1.42 3.29 1.86 3.73 1.4 0.675 0.51
Marketing 2 0
(audio/Video
)
Content 3.52 1.15 2.88 1.58 3.44 1.3 1.545 0.21
Marketing 9 6
All programs 2.86 0.73 2.69 1.01 3.05 0.8 2.198 0.11
combined 3 3
162
for Various On-line Customer
Engagement Programs
4.5 Manufacturing Construction Service
4 3.883.96
3.67 3.73
3.5 3.52 3.44
3.5 3.29
3.05
3 2.88 2.86
2.69
Mean Score
2.5
2.06 2.13 1.98
2 1.76
1.65
1.55
1.5
0.5
0
Contest Newsletters / Games / Quiz Multimedia Content All programs
Regular updates Marketing Marketing combined
(audio/Video)
Figure 5.32) Distribution of mean preference score for various on-line

customer engagement programs in retaining customers (across various
sectors).
For All Programs Combined:
P-value (Probability value) = 0.113 (Statistically Non-Significant by F test).
163
Decision Based on Statistical Analysis: We Reject Alternative Hypothesis (Ha)
and Accept Null Hypothesis (H0) at 5% Level of Significance (LOS).
“There is no significant difference in the preference for online customer

engagement programs in retaining the customers among the online marketers
across the various sectors”.
Comments:
1) Distribution of preference score (composite score) for various on-line

customer engagement programs in retaining customers did not differ
significantly across group of respondents from various sectors (P-
value>0.05).
2) The distribution of mean preference score (composite score) for various on-
line customer engagement programs in retaining customers did not differ
service sectors (P-value>0.05).
3) The distribution of mean preference score of for various on-line customer
engagement programs in retaining customers did not differs significantly
between the customers from manufacturing, construction and service
sectors for the programs such as Contest , Newsletters / Regular updates ,
Games / Quiz, Multimedia Marketing (audio/Video) and Content
Marketing (P-value>0.05 for all). The distribution of perception scores for
these programs were approximately similar for the respondents from all
three sectors in the study group.
164
HYPOTHESIS -5 :
To test the preference of various social media platforms among the online marketers
the following hypothesis was constructed and tested.
Null Hypothesis (H0) 5 :
There is no significant difference in the preference for the social media platforms
among the online marketers.
Alternative Hypothesis (H1) 5:
There is a significant difference in the preference for the social media platforms
Table 5.33) Distribution of various social media platforms preferred
(Overall respondents).
Preference given (multiple One-Sample Chi-
preference) Square Test
Platform N % Test Statistic P-
Value value
Facebook 175 78.5 152.93 0.001
Twitter 67 30.0
YouTube 101 45.3
Instagram 85 38.1
Blogs 82 36.8
Pinterest 16 7.2
P-value by One-sample Chi-Square test. P-value<0.05 is considered to be
statistically significant.
165
Distribution of Preference for Various Social Media
Platforms
90.00
78.50
80.00
70.00
% of respondents
60.00
50.00 45.30
38.10 36.80
40.00
30.00
30.00
20.00
10.00
0.00
Facebook YouTube Instagram Blogs Twitter
Fig 5.33) Distribution of various social media platforms preferred (Overall

respondents).
For Overall Group:
Value of Test Statistic (One-sample Chi-Square test) = 152.93.

“There is a significant difference in the preference for the social media

platforms among the online marketers”.
166
Comments:
1) Distribution of preference for various social media platforms differs

significantly the study group.
2) Significantly higher proportion of on-line marketers preferred Facebook
(78.5%) and the least preferred was Pinterest (7.2%).
3) The distribution of social-media platforms in the order of preference was
Facebook (78.5%), YouTube (45.3%), Instagram (38.1%), Blogs (36.8%),
Twitter (30.0%) and Pinterest (7.2%).
5.4 Summary of Hypothesis
Table 5.34 SUMMARY OF HYPOTHES TESTING
Hypothesis Statement Status

No.
H1 There is a significant difference in the reasons to go Accept
online among the online marketers.
H2 There is a significant difference in the preference of Accept
Branding strategies to enhance the brand image among
the online marketers.
H3 There is a significant difference in the preference of Accept

online marketing strategies to acquire new customers
H4 There is a significant difference in the preference for Reject
online customer engagement programs in retaining the
customers among the online marketers across the
various sectors.
H5 There is a significant difference in the preference for Accept
the social media platforms among the online
marketers.
167

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CHAPTER – V

The data collected was analysed and interpreted as follows:

Section - I (A&B)– Consisted of detail questionwise analyses of the questionnaire

Section - II – Consisted of testing the hypothesis constructed with the help of

Based on the outcome of analysis, finding and observations are presented.

Table 5.1) Distribution of years of Conducting Business through Internet

Years of conducting Business through

Figure 5.1: Distribution of years of Conducting Online Business

Figure 5.2: Distribution of business type.

Interpretation: Of 223 companies included in the study, 140 (62.7%) were

100 1.3 1.8 1.3 1.8 1.8

Interpretation : In order to identify the main reasons for the marketers in

Of 223 respondents, 72 (32.3%) strongly agreed and 3 (1.3%) strongly disagreed

Of 223 respondents, 54 (24.2%) strongly agreed and 4 (1.8%) strongly disagreed

Table 5.4: Distribution of respondents according to status of their company

Figure 5.4: Distribution of respondents according to status of their company

Interpretation : 49.8 % of the respondent companies agreed that they

Purpose No. of respondents % of respondents

Purpose to undertake online marketing research

Figure 5.5: The purpose of undertaking online marketing research.

Interpretation: A majority of respondents 32.4.% of the companies said they

Response No. of respondents % of respondents

Information collected through the marketing

Interpretation: A majority of 94.6% of respondents have agreed that the

Overall budget No. of respondents % of respondents

Less than 1- 3% 79 35.4

Less than 4-6% 59 26.5

Less than 7-10% 40 17.9

More than 10% 45 20.2

Total 223 100.0

Overall budget currently spent

Figure 5.7: Percentage of overall budget currently spent for marketing.

Percentage change in the marketing

Figure 5.8: The percentage change in the marketing budget as compared to

Least Moderately More Highly Very

1. Content 64 28.7 22 9.9 57 25.6 36 16.1 44 19.7

Of 223 respondents, (19.7%) stated Content marketing as a very highly effective

Of 223 respondents, (32.3%) rated E-mail marketing as a very effective strategy

Online Least Slightly Moderate Slightly Highly

Interpretation: The researcher wanted to analyse which of the online

Lead Least Slightly Moderate Slightly Highly

1. E-mail 25 11.2 15 6.7 45 20.2 46 20.6 92 41.3

80 41.3 46.1 37.2

Average time period taken for a lead to convert into a

Online Least Slightly Moderate Slightly Highly

2. Newsletters / 29 13.0 11 4.9 37 16.6 40 17.9 106 47.6

4. Multimedia 35 15.7 10 4.5 43 19.3 39 17.5 96 43.0

Highly preferred Slightly preferred Moderate

Figure 5.13: The preference for various Online Customer Engagement

Of 223 respondents, 13 (29%) highly prefer Newsletter and regular updates

Of 223 respondents, 45 (20.2%) highly prefer Content marketing and 39

In this digital environment it is essential to understand web analytics to measure

Least Moderately More Highly Very

Interpretation : The success of any Customer Engagement programmes can

Of 223 respondents, (35.8%) rated Search keywords as very highly effective

Of 223 respondents, (47.5%) rated product reviews as very highly effective

Of 223 respondents, (15.2%) rated Tracking through navigation paths as very

Response No. of respondents % of respondents

Use of social media to leverage business / engage

Response No. of respondents % of respondents

The percentage of marketing budget spent on social

Figure 5.16: The percentage of marketing budget spent on social media

Interpretation : Of 223 respondents, majority of them i.e. 164 (73.5%)spend 1 –