Professional Documents
Culture Documents
LIST OF TABLES
LIST OF FIGURES
THEORETICAL
CHAPTER 3 8 – 12
FRAMEWORK
DATA ANALYSIS
CHAPTER 4 13 – 37
AND
INTERPRETATION
FINDINGS, SUGGESTIONS
CHAPTER 5 38 – 41
& CONCLUSION
BIBLIOGRAPHY
APPENDIX
LIST OF TABLES
TABLE
TITLE PAGE NO:
NO:
FIGURE
TITLE PAGE NO:
NO:
We all are aware that the marketing trends in today’s era are changing at a
very fast pace and the market has drifted to digital marketing from traditional
marketing. The marketer’s have now shifted to digital platforms for promoting
their brands as digital marketing platforms like e-commerce websites, google
ads, emails etc. are used more frequently and are available to the maximum
number of the targeted audience .So rather than spending marketing efforts and
money on the traditional ways of marketing ,the marketers /businesses and the
companies are now switching to the digital marketing platforms for reaching
out to the maximum number of targeted consumers and for generating more
revenue and profit for their brand . It is important to understand that choosing a
promising market is not the only step for a successful business, one must know
how to convert this promising market/ opportunity/consumer into a successful
business leads or promising customers. There is a population that still abides by
the traditional methods of marketing and does not believe in online transactions
or online marketing ,however, the market has seen a trend of exponential
growth in the number of customers or consumers who are using the internet for
their day to day transactions.
The scope of the study limited to the perception and satisfaction towards
online and traditional marketing in customers of Vriddhachalam.
Significance of the study
Research design
Nature of data
Sample design
Nature of population
The customers of Vriddhachalam are the population of the study and the
population is infinite.
Sample unit
Sampling method
Sample size
The data collected were analysed by percentage analysis and presented through
tables and charts.
Chapter 1: Introduction
Taylor (2015) predicts that by 2020 that all traditional outdoor advertising
space in major cities will be replaced by digital displays. It is worth nothing
that a lot of DOOH (traditional and non-traditional media interlink) can be used
in tandem with programmatic, to create an immersive experience that changes
based on real time variables.
Stuart E.J (2014) day by day there is upward growth of online services in
regular usages by consumers. However, traditional marketers somehow do not
want to admit that the world changed. They are slow in taking advantages of
new opportunities presented to them. B2B enhances supply chain process need
to pay much attention to real world business process, adapt automated systems
to business behaviour and mingle content and technologies with crucial
information systems.
Salehi, M.mirzaeiH & Aghaei ,M(2012) compares both internet based as well
as traditional marketing ,internet marketing is more economical and faster way
to reach out to buyer directly and is the ideal way for business to advertise
locally or internationally . As the result in case of comparison; both types of
marketing can help traders and marketers to do business. Each has advantages
and disadvantages. Approximately, the advantages of internet marketing are
much more than advantages of traditional marketing.
Ivan Menezes.et.al is quoted that saying ‘it is not about doing digital
marketing; it is about marketing effectively in a digital world (Menezes 2015).
While some marketers like Siegler, Smith and Chaffey agree that non-
traditional will no
doubt replace traditional, Rothschild, Vel Menezes and Blakeman stand by
saying that traditional will always have it ‘s place and purpose.
Chaffey and Smith (2013) explained how the expenditure for both forms of
media is seeing a shift towards non-traditional methods. A report by MC
Kinsey &company (2016) supports these claims and states that by 2019, non-
traditional will be dominate source of marketing spend. Conversely MC Kinsey
& company (2016) also note that overall spending in marketing and advertising
is set to increase year on year as a compounded figure of 5.1 %.
Edelman (2013) concurs and suggest that 8/10 consumers believe a message
after 3 viewing. Digital media can easily be tracked but the finding may be
false, due to algorithm errors.
Freitas (2015) discussed how linked in is the main social platform for B2B
sales and how events are intertwined. this linking of traditional and non-
traditional in this sense is very measurable as there will be a clear indicate of
the number of consumers who have received the message and the end result
being a led conversion.
Strauss and Ansary (2006) defined internet marketing in their latest book as
the use of information technology in the process of creating, communicating
and delivering value to customers, and for managing customer relationships in
ways that benefit the organisation and its stakeholders. It is not just traditional
marketing using the information technology tools but it’s strategic model to
achieve brand value and provide customer satisfaction.
Both Smith (2015) and Ellis (2011) discuss media fragmentation, a term that
is used to explain how a consumer is an many different platforms at any one
time. This multitasking life style is growing and being present across multiple
platforms both traditional and non-traditional is key to the successful growth in
a modern organisation.
CHAPTER 3
THEORETICAL
FRAMEWORK
Theoretical framework
Definition of marketing
Approaches of marketing
- Traditional marketing
- Online marketing
Traditional marketing refers to any type of market that is not online. This
means print, broadcast, direct mail, phone and outdoor advertising like
billboards. Traditional marketing plays an important part in reaching local
audience. Traditional marketing is a form of marketing that we have been
exposed to one point or another. It is a conventional mode of marketing that
involves reaching out to half targeted or less targeted audiences with various
conventional means and channels that work mostly offline. i.e. without using the
internet advertising and promotions are done. Traditional marketing is the most
recognizable type of marketing, encompassing the advertisements that we see
and hear every day.
Disadvantages of traditional
marketing
It is less engaging
It is more expensive
Difficult to measure return on investment
Lack of time to update message
Customized marketing is not possible
Provide less information
Forced on the consumer
Disadvantages of online
marketing
Negative feedback
Time consuming
High competition
Security and privacy issues
Requisite expertise in the field
Product
Price
Place
Promotion
Product: A product refers to any item that intends to satisfy the needs and
wants of a target consumer. It can be a tangible good such a clothing item or
piece of software or intangible like a service or experience.
Price: Price not only refers to the monetary value of a product, but also the
time or effort the customer is willing to expend to acquire it. Determining this
will be a critical factor in revenue for the brand as it will impact profit, supply,
demand and how much marketers should spend on a promotion or marketing
strategy.
Place: It refers to providing customers access to the product and it also calls
into play convenience for the customer.
Definition of a Consumer
Definition of Customer
Satisfaction
60
50
40
Percenta
30
Percentage
20
10
0
Below 20 20-30 30-40 40-50 50-60Aabove 60
Age
Interpretation
Table 4.1 shows age wise classification of respondents. It reveals that 62% of
the respondents are aged between 20-30. 30% of the respondents aged below
20, 4% of the respondents are aged between 30- 40. 2% of the respondents are
aged between 40-50. 2% of respondents are aged between 50-60 and no
respondents are aged above 60.
Table 4.2 showing gender wise classification of respondents
Male 15 30
Female 35 70
Transgender 0 0
Total 50 100
(source: Primary data)
80
70
60
50
percenta
40
percentage
30
20
10
0
male femaletransgender
gender
Interpretation
45
40
35
30
25
percenta
20
15
10
5
0
percentage
Educational qualification
Interpretation
60
50
40
percenta
30
percentage
20
10
0
Below 10000 10000-30000 30000-60000 Above 60000
monthly income
Interpretation
Table 4.4 shows monthly income of respondents. 50% of the respondents have
monthly income below 10,000, 36% of them have monthly income between
10,000 -30,000, 6% of respondents have monthly income between 30,000-
60,000 and 8% of respondents have monthly income above 60,000.
Table 4.5 showing purchase from online by the respondent
70
60
50
percenta
40
percentage
30
20
10
0
Sometimes Often Always Never
use
Interpretation
Table 4.5 shows purchase from online by the respondents. 68% of respondents
sometimes purchase from online. 22% of them often purchase from online, and
4% of respondents are always use online purchase and 6% of respondents never
purchased from online.
Table 4.6 showing attentiveness in online marketing
50
40
percenta
30
Percentage
20
10
0
Strongly agreeAgree Neutral Disagree Strongly
disagree
attentiveness
Interpretation
40
35
30
25
percenta
20
15 Percentage
10
5
0
Strongly Agree Neutral Disagree Strongly
agree disagree
irritativeness
Interpretation
60
50
40
Percentaa
30 Percentage
20
10
0
Strongly agreeAgree Neutral Disagree Strongly
quality disagree
Interpretation
Table 4.8 shows the product quality in online marketing. 54% agree that the
products are of good quality in online marketing, 32% of respondents have
neutral opinion about the quality of products in online marketing, 10% of
respondents disagree that the products are of good quality in online marketing
and 4% of respondents strongly agree that the products are of good quality in
online marketing and no one strongly disagree the products are of good quality
online marketing.
Table 4.9 showing how much people are satisfied with online marketing
Table 4.9 showing how much people are satisfied with online marketing
50
45
40
35
30
25
20
Percenta
Percentage
15
10
5
0
Interpretation
Table 4.9 shows the satisfaction in online marketing by the respondents. 46%
of them are satisfied with online marketing, 36% of respondents have neutral
opinion about the satisfaction of online marketing, 12% of respondents highly
satisfied with online marketing, 6% of respondents dissatisfied with online
marketing .No one were highly dissatisfied with online marketing.
Table 4.10
showing what are the benefits does traditional marketing offer
over the online marketing
Figure 4.10 showing the benefits does traditional marketing offer over
the online marketing
40
35
30
25
Percenta
20
Percentage
15
10
0
Wide range ofLow cost Time savingEase ofInteractive
information shoppingmedium
benefits
Interpretation
Table 4.10 shows the benefits does traditional marketing offer over the online
marketing. 58% of respondents opinion that traditional marketing offer easy of
shopping over than online marketing, 26% of respondents opinion that time
saving is provided by traditional marketing, 14% of respondents opinion that
traditional marketing as a interactive medium and 12% respondents opinion
that traditional marketing offer low cost.10% of respondents opinion that
traditional marketing offer wide range of information.
Table 4.11 showing how would you rate traditional marketing
50
45
40
35
30
25
20
Percenta
Percentage
15
10
5
0
Interpretation
Table 4.11 shows the rating given to traditional marketing by the respondents.
46% of respondents are satisfied with traditional marketing, 36% of
respondents have good opinion about traditional marketing, 16% of
respondents have excellent opinion about traditional marketing, 2% of
respondents have fair opinion about traditional marketing, No one have bad
opinion about traditional marketing.
Table 4.12 showing what loopholes does online marketing carry over
traditional marketing tools
25
20
15
10
5
0 Percentage
loopholes
Interpretation
Table 4.12 shows the loopholes does online marketing carry over traditional
marketing. 40% of respondents have an opinion that the online marketing has
more scope for fraudulent activities, 28% of respondents have privacy issue in
online marketing than traditional marketing, 8% of respondents shows an
opinion that online marketing is more suspicious than traditional marketing,
8% of respondents opinion that online marketing lack demonstration of
products
than traditional marketing, 4% of respondents have an opinion that, there is no
loophole in online marketing.
Table 4.13 showing which method of marketing you prefer
60
50
40
Percenta
30
Percentage
20
10
0
Online marketingTraditional
marketing
preference
Interpretation
60
50
40
percenta
30
percentaage
20
10
0
Strongly Agree Neutral Disagree Strongly
aagree disagree
safety
Interpretation
Table 4.14 shows the opinion of respondents that traditional marketing is safest
to use .48% of respondents agree that traditional marketing is safest to use,
36% of them strongly agree that traditional marketing is safest to use, 16% of
them have neutral opinion about the safety of traditional marketing. No one of
them have negative opinion about safety in traditional marketing.
Table 4.15 showing the opinion that traditional marketing is better
than online marketing
percentage
10
5
0
Interpretation
Table 4.15 shows the opinion that the traditional marketing is better than online
marketing. 40% of the respondents agree that traditional marketing is better
than online marketing, 36% of respondents have neutral opinion about
traditional marketing is better than online marketing, 22% of respondents
strongly agree that traditional marketing is better than online marketing, 2% of
respondents disagree that traditional marketing is better than online marketing
and no one of the respondents strongly disagree that traditional marketing is
better than online marketing.
Table 4.16 showing that online marketing provides products at reasonable
price than traditional marketing
50
40
Percenta
30
Percentage
20
10
0
Strongly agreeAgree Neutral Disagree Strongly
disagree
Reasonable price
Interpretation
Table 4.16 shows the opinion of respondents regarding the statement that
online marketing provides products at reasonable price than traditional
marketing. 52% of them strongly agree that online marketing provides products
at reasonable price than traditional marketing, 32% of respondents have neutral
opinion, 16% of respondents strongly agree that online marketing provides
products at reasonable price than traditional marketing, and no one of the
respondents disagree and strongly disagree with the statement.
Table 4.17 showing that traditional marketing provides more
satisfaction than online marketing
15
10
5 Percentage
0
Strongly agreeAgreeNeutralDisagreeStrongly
disagree
Satisfaction
Interpretation
50
40
Percenta
30
Percentage
20
10
0
Strongly agreeAgree Neutral Disagree Strongly
disagree
Influence
Interpretation
Table 4.18 shows the opinion of respondents on the statement that online
marketing influence more to buy a product. 48% of respondents agree that
online marketing influence more to buy a product than traditional marketing.
22% of them strongly agree that the online marketing influence more to buy a
product and 24% of respondents have neutral opinion, 4% of respondents
disagree and 2% of respondents strongly disagree that online marketing
influence more to buy a product than traditional marketing.
Table 4.19 showing traditional marketing provides best quality product
over than online marketing
Percentage
10
5
0
Interpretation
50
40
Percenta
30
Percentage
20
10
0
Strongly agreeAgree Neutral Disagree Strongly
disagree
time consuming
Interpretation
Table 4.20 shows the opinion of respondents regarding the statement that
traditional marketing is time consuming than online marketing. 56% of the
respondents agree that traditional marketing is time consuming than online
marketing. 24% of respondents strongly agree that the that traditional
marketing is time consuming than online marketing. 14% of them have neutral
opinion about the statement, 6% of them disagree that traditional marketing
is time
consuming than online marketing and no one strongly disagree with the
statement.
Table 4.21 showing online market has far more freedom of choice than a
traditional market
15
10
5 Percentage
0
Strongly agreeAgreeNeutralDisagreeStrongly
disagree
freedom of choice
Interpretation
Table 4.21 shows opinion of respondents regarding the statement that online
market has far more freedom of choice than a traditional market, 44% of
respondents agree that online market has far more freedom of choice than a
traditional market, 28% of them are strongly agree that online market has far
more freedom of choice than a traditional market, 20% of respondents have
neutral opinion, 8% of them disagree the statement, No one strongly disagree
that online market has far more freedom of choice than a traditional market.
Table 4.22 showing that getting a new product launching info via
online marketing than a traditional marketing is more informative
Figure 4.22 showing opinion regarding the statement that getting a new
product launching info via online marketing than a traditional
marketing is more informative
60
50
40
Percenta
30
Percentage
20
10
0
Strongly agreeAgree Neutral Disagree Strongly
disagree
more informative
Interpretation
52% of respondents agree that getting a new product launching info via digital
marketing is more informative than traditional marketing, 26% of respondents
strongly agree that getting a new product launching info via digital marketing is
more informative than traditional marketing,18% of them have neutral opinion,
2% of them disagree that getting a new product launching info via digital
marketing is more informative than traditional marketing, 2% of respondents
strongly disagree that getting a new product launching info via digital
marketing is more informative than traditional marketing.
Table 4.23 showing traditional marketing is more reliable to use over
than online marketing
50
40
Percenta
30
Percentage
20
10
0
Strongly agreeAgree Neutral Disagree Strongly
disagree
relaibility
Interpretation
Books:
References :
Jacob(2014)Electronic commerce
Taylor(2015)The measurement of web customer satisfaction;
Salehi, M. mirzaei ,H& Aghaei, M(2012)Dissimilarity of E-marketing
Vs. Traditional marketing.
Stuart E. J(2014).New media : debunking the myths.
Chaffey and Smith(2013).Trends in online publicity and
advertising express websites:
www.smartinsights.coom/traditional marketing
www.educba.com/comparison between traditional and online marketing
www.edkentmedia.com
www.Marketingterms.com
APPENDIX
SURVEY QUESTIONNAIRE
1. Name:
2. Age:
Below 20
20-30
30-40
40-50
50-60
Above 60
3. Gender
Male
Female
Transgender
4. Educational qualification:
Below matriculation
Matriculation
Plus two
Undergraduate
Postgraduate
Other
5. Monthly income:
Below 10,000
10000-30000
30000-60000
Above 60000
Sometimes
Often
Always
Never
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
9. Do you think the products are of good quality in online marketing
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
11. What benefits does traditional marketing offer over the online marketing
Excellent
Satisfied
Fair
Bad
13. What loopholes does online marketing carry traditional marketing tools
More suspicious
Privacy issue
More scope for fraudulent activities
Often interrupting
Lack demonstration
No loophole
Online marketing
Traditional marketing