A project report on

A STUDY ON CONSUMER PERCEPTION AND

BEHAVIOUR TOWARDS DIGITAL MARKETING IN
BERHAMPUR CITY
SUBMITTED TO
KHALLIKOTE UNITARY UNIVERSITY FOR THE PARTIAL FULFILLMENT OF
THE BACHELOR DEGREE OF COMMERCE

Submitted by

Name.-S.SEKHAR
Examination Roll No. – UG2103COM270
Registration No.- 10829/2021

Under the guidance of

MS. P RUKMINI DORA
Lecturer in Commerce

DEPARTMENT OF COMMERCE
KHALLIKOTE UNITARY UNIVERSITY,
BERHAMPUR -760001
2021-24
 DECLARATION
I, S.SEKHAR do you hereby declare that the project entitled” A study on
consumer perception and behavior towards digital marketing in
Berhampur city” has been submitted by me to the Khallikote Unitary
University in partial fulfillment of the requirement for the bachelor of
commerce, is of my own and it has not been submitted earlier to any other
institution including the University or published any time before.

Place: Berhampur Name: S. SEKHAR

Date: Roll No: UG2103COM270
Regd. No: 10829/2021

Khollikote Unitary University,

Berhampur
 CERTIFICATE

This is to certify that the project entitled “A study on consumer perception

and behavior towards digital marketing in Berhampur city” has been
carried out by S. SEKHAR, Examination Roll No. UG2103COM270 under my
guidance. The work is original and no part of this work has been submitted for
any other degree elsewhere. In my judgments the work is adequate and merits
consideration for the award of Bachelor degree of Commerce.

Place: Berhampur MS. P RUKMINI DORA

Date: Department of Commerce

Khallikote Unitary University
 ACKNOWLEDGEMENT

I extend my heartfelt thanks deepest sense of gratitude and profound

indebtedness to my esteemed guide MS. P RUKMINI DORA, Department of
Commerce, Khallikote Unitary University, who has given his consent to undertake
this project work and provide constant source of inspiration and valuable
suggestion in materialization of this project.

I would like to thank all faculty members of the commerce department for
their valuable encouragements and moral support for doing research. I like to
thank my parents and friends who helped me directly and indirectly to complete
my research work.

(S. SEKHAR)
Abstract:
Digital marketing is also known as Internet (or) Online advertising, it is a form of
marketing and advertising that involves sending promotional marketing messages to
customers through the Internet. Email marketing, search engine marketing (SEM), Social
media marketing, a variety of display ads (including online banner ads), and smartphone
advertising are all part of it. Internet advertising, like other types of advertising, often
includes both a publisher and an advertiser. The publisher incorporates ads into its online
material, and the advertiser produces the advertisements to be shown on the publisher's
content. Advertising agencies who help to create and position ad copy, an ad server that
produces the ad and records statistics, and advertising associates that do in-dependent
promotional work for the advertising company all are possible participants. And in this
study the Perception of the customer is to analyse that how they satisfied about the work of
the company that they designed the digital marketing product for an organization or
customer for digital advertising purpose and for promotion purpose to market their
product or brand to advertise on the market to attract customers. From this study the
effectiveness of the digital marketing is to analyse, and the effectiveness & customer’s
satisfaction level are to be analysed among the phoenix digital marketing company’s
customer. The data are to be collected by using Google form and various kind of analysis is
to be used and analysed by using statistical package for social sciences (SPSS) software.
This study was intended to know about how many of them to prefer and used for online
marketing. The main objectives of the study deal with to know about the factors influencing
to buy the product and services and also to find the satisfaction level of the online buyers.
The article studies that what are the products to by way of using digital marketing, how
many years to buy the product, which mode do you prefer to pay the amount etc..,

INTRODUCTION
Online Marketing is the art and science of selling digital networks, such as the internet and
cellular phone networks, for goods and services. In every business area, online marketing is
becoming a hot subject, increasingly playing a very important role in the multi-channel
marketing strategy of any organization. It uses the internet to provide customers with
promotional ads. It includes email marketing, marketing for search engines, marketing for
social media, several forms of display ads (including advertising for web banners), and
smartphone advertising. Like other advertising media, online advertising frequently
involves both a publisher integrates advertisements into its online content, and an
advertiser provides advertisements to be displayed on the publisher's content.
Advertisements to be displayed on the publisher's content are another potential
participant. Other possible participants include advertising agencies that help to produce
and position advertising copies, an advertising server that produces advertising
technologically, and monitors statistics and advertising associates that do the advertiser's
independent promotional work.

The new technologies providing new platform to the users. Without the technology we
can’t run an industry, education, medical sector etc.., and when comes to service sector like
education past two years not only India every country affect a lot. In that pandemic
situation new technology gives a new way to handle the classes via through Google meet. In
that manner lots of new platform to deliver their services like Zoom, BYJU’S online classes.
Most of the academicians conduct online conference, seminar, Guest lecture programs and
workshops through using of new technologies.

Technology plays a vital role in the field of industry. In olden days any one of them likes to
buy the product & services, they need to go and buy it. It is called as traditional market. In
modern marketing concept place is not important. Because Digital marketing deliver a
variety of products & services through online mode (Ex: Amazon, Shopclues, Snapdeal, Ajio,
Meesho, Flipkart etc..,) it is the biggest advantages to the country.

Digital marketing brings new product & services, new fashion, rare products etc., and also
increase the economic development of the nation also. If second handed product also buy
and sell via digital marketing.

DEFINATION
Digital marketing is a form of direct marketing which links consumers with sellers
electronically using interactive technologies like emails, websites, online forums and
newsgroups, interactive television, mobile communications etcetera (Kotler and
Armstrong, 2009).

Digital Marketing is a set of activities that a company or person runs on the Internet in
order to attract new businesses and develop a brand identity. Phillip Kotler.

Digital marketing is the use of digital channels to market products. Also known as online
marketing, digital marketing promotes brands and connects them to potential customers
via the internet. It takes many forms, including: Search engines.

Digital marketing, also called online marketing, is the promotion of brands to connect with
potential customers using the internet and other forms of digital communication. This
includes not only email, social media, and web-based advertising, but also text and
multimedia messages as a marketing channel.
IMPORTANCE OF DIGITAL MARKETING

BRANDING
Branding is more than a name and symbol. A brand is created and influenced by people,
visuals, culture, style, perception, words, messages, PR, opinions, news media and
especially social media. Like when a child is born and given a name, a brand needs
nurturing, support, development and continuous care in order to thrive and grow. Some
brands have a life cycle and grow old like people. Some brands are timeless and never die,
are “born again” or reinvented, while some brands live a short but powerful life and have
an iconic legacy.

INTERNATE
The Internet is a global network of billions of computers and other electronic devices. With
the Internet, it's possible to access almost any information, communicate with anyone else
in the world, and do much more. You can do all of this by connecting a computer to the
Internet, which is also called going online.

SOCIAL MEDIA
Social media is an internet-based form of communication. Social media platforms allow
users to have conversations, share information and create web content. There are many
forms of social media, including blogs, micro-blogs, wikis, social networking sites, photo-
sharing sites, instant messaging, video-sharing sites, podcasts, widgets, virtual worlds, and
more.
CONTENT
The subject or ideas contained in something written, said, created, or represented:
academic/educational content. It's easy to update the content of the Web site.

PRODUCT
A product is the item offered for sale. A product can be a service or an item. It can be
physical or in virtual or cyber form. Every product is made at a cost and each is sold at a
price. The price that can be charged depends on the market, the quality, the marketing and
the segment that is targeted.

MARKETING ANALYSIS
Market analysis is a detailed assessment of your business's target market and the
competitive landscape within a specific industry. This analysis lets you project the success
you can expect when you introduce your brand and its products to consumers within the
market.

TARGET
Target marketing involves breaking down the entire market into various segments and
planning marketing strategies accordingly for each segment to increase the market share.

ADVERTISING
Advertising is an industry used to call the attention of the public to something, typically a
product or service. The definition of advertisement is the means of communication in
which a product, brand or service is promoted to a viewership in order to attract interest,
engagement, and sales.
 COMSUMERS PERCEPTION TOWARD DIGITAL
MARKETING IN BERHAMPUR

CONSUMERS PERCEPTION
The purpose of the study is to know the customer perception, preference & satisfaction of
the consumer in digital marketing. For every company, marketing is the most significant
factor. Consumers and corporations alike have been affected by the digital revolution.
Technology and the way it is used have changed significantly over the past decade.
Marketing has also been transformed into digital technology. It may raise awareness of a
brand or company, highlight the advantages or importance of its products to attract sales
or help to alter a company's profile. This research would also assist management in
realizing and understanding the level of knowledge and satisfaction of digital marketing
businesses.