Digital Marketing

Directorate of Distance Education
A Project Report on
A STUDY ON THE EFFECTIVENESS OF MOBILE ADVERTISING

ON THE BUYING BEHAVIOR OF CONSUMERS IN FMCG SECTOR
DURING COVID-19
Directorate of Distance Education Swami

Vivekanand Subharti University Meerut
Submitted for partial fulfillment for award of the degree in

Master in Business Administration
Name of the Student- Akrati Nagi Under Supervision

Enrollment no.- CR2208176397341 Amit Gupta
Batch- 2022-2024
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Certificate
This is to Certify that Akrati Nagi has carried out the Project work presented in this
entitled “A study on the effectiveness on mobile advertising on buying behavior of
consumers in FMCG sector during Covid-19” under my supervision and merits the award
of Master in Business Administration from Swami Vivekanand Subharti University. The
Project embodies result of original work and studies carried out by Student himself/herself
and the contents of the Project do not form the basis for the award of any other degree to the
candidate or to anyone else.
Signature of the Student Signature of the Guide
Name of the Student- Akrati Nagi Under Supervision

Enrollment no.- CR2208176397341 Amit Gupta
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ABSTRACT
The aim of this study is to explore the different channels through which mobile
advertisements takes place during lockdown, it is a exploratory study. It also examines the
factors which impact the buying behaviour of people in covid 19 situation. Our methodology
entails a survey of 80 cell phone users in Agra, Uttar Pradesh, India, whose responses are
analysed. I also use secondary data provided by the literature review. The sample was
collected through convenience sampling. On applying the weighted average and correlation
method to the data, I find that both the channels and factors have a low degree of correlation.
The major limitation of this study is that it was conducted in Uttar Pradesh alone, while the
work culture of organizations other than in Agra, Uttar Pradesh may be different.
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Contents
CHAPTER 1...............................................................................................................................................
INTRODUCTION..................................................................................................................................
CHAPTER 2...............................................................................................................................................
NEED OF THE STUDY........................................................................................................................
OBJECTIVES........................................................................................................................................
CHAPTER 3...............................................................................................................................................
REVIEW OF LITERATURE:......................................................................................................................
CHAPTER 4...............................................................................................................................................
RESEARCH METHODOLOGY...........................................................................................................
CHAPTER 5...............................................................................................................................................
DATA ANALYSIS................................................................................................................................
CHAPTER 6...............................................................................................................................................
INTERPRETATION OF FINDINGS....................................................................................................
CHAPTER 7...............................................................................................................................................
LIMITATIONS......................................................................................................................................
SUGGESTIONS.....................................................................................................................................
CONCLUSION......................................................................................................................................
CHAPTER 8...............................................................................................................................................
REFERENCES.......................................................................................................................................
APPENDIX.................................................................................................................................................
QUESTIONNAIRE................................................................................................................................
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CHAPTER 1
INTRODUCTION:
Mobile advertising is a method of advertising that appears on mobile devices such as smart
phones, tablets or PDAs that have wireless connections. Advertising can take place as text
ads via SMS, or banner advertisements that appear embedded in mobile web site, in
downloaded apps or in mobile games. Mobile technology used by companies such as Google
and Facebook tailor mobile advertisements based on individual's web browsing history,
geographic location, and with data collected by shopping habits. Because mobile devices
typically have smaller screens than computers or laptops, this form of digital advertising is
usually optimized for small displays by being concise.
As mobile devices out number television sets now by almost 3 to 1, the chances of a potential
customer seeing a mobile ad are greater than that of most other forms of advertising today.
One of the popular models in mobile advertising is known as Cost Per Install (CPI), where
payment is based on the user installing an App on their mobile device. CPI Mobile
Advertising Networks work either as incent or non-incent. In the incent model the user is
given virtual points or rewards to install the game or App.
The earliest form of mobile advertising took place via SMS test messages, but has quickly
evolved to mobile web and in-app advertisements. Many apps offer a free version that can be
downloaded at no cost, but which is paid for by placement of advertisements within the app.
Such advertisements can be removed by purchasing a full or premium version of the app.
Mobile versions of websites also have advertisements which have been optimized for the
smaller mobile displays than would appear on the full version of the same website.
Mobile advertising targets users according to specified demographics. Mobile networks

identify related mobile profiles and preferences and displays corresponding advertisements
when consumers download and uses data services like games, applications (apps) or ring
tones.
The Mobile Marketing Association (MMA) is a non-profit global trade association that
fosters mobile marketing and advertising technologies. It regulates associated terms,
specifications and best practices. MMA also oversees global mobile advertising units in
messaging, applications, video, television and also on the Web.
Mobile advertising can be done in the following ways:
 Mobile Web: Text tagline ads, mobile Web banner ads, WAP 1.0 banner ads,
rich media mobile ads
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 Multimedia Messaging Service: Short text ads, long text ads, banner ads,
rectangle ads, audio ads, video ads, full ads
 Mobile Video and TV Advertising Units: Ad breaks, linear ad breaks, nonlinear
ad breaks, interactive mobile video and TV ads
 Mobile Applications: In-app display advertising units, integrated ads, branded
mobile applications, sponsored mobile applications
One of the most important changes since COVID-19 is increased media consumption. This is
a key change for advertisers when planning their tactics for the time being.
According to Unruly‟s „COVID-19 Consumer Survey‟, 60% of respondents are

spending more time with on-demand TV, social media, online video, live TV and
messaging. This means that it‟s the perfect opportunity for advertisers to reach them
where they spend the most time on.
As consumer behavior changes, advertisers need to adjust to make the messages

resonate with their target audience.
There is an expectation from brands to adapt. If a brand is not adapting to the situation,
consumers may feel contemptuous. People are currently looking for brands to provide a
sense of continuity.
Reassurance as part of relevant content and charitable work towards the community can lead
to positive brand recall.
In this crisis of Covid-19, even non-essential services/goods brands must engage with
customers by communicating on social media. The social relationship of customers with the
brands always have impacted the consumer purchase decisions. The consumer survival mood
is temporary and after the lifting of the lockdown, the customers will start their purchases
with precautions. The post- lockdown situation may change the scenario of markets. The
cycle of the market will gain momentum.
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Digital Marketing
The development of digital marketing has immensely altered the marketing scene. It has
given all organisations a chance to market and advertise their brand on a global platform,
majorly growing their possible target audience.
This further digitisation of the marketing scene has also had an effect on how consumers
interact and associate with the different available organisations and brands.
How digital marketing influences consumer behavior:

Consumers never make a purchase prior to conducting online research
Consumers now have the ability to collect all the research they could possibly need, as well
as compare brands before making an informed decision followed by a fitting purchase.
The consumer’s decision regarding which product to purchase is heavily impacted by all the
information they find while researching about the product. This makes it absolutely crucial
for brands and businesses to have a strong online presence, as this is what consumers judge
them on. A brand’s online presence can communicate its message more clearly and
accurately considering it’s the business who controls the information placed online.
This impacts consumer behaviour since today, brand presence is a combination of
associations, such as values, products and ideals, made by consumers after they have
interacted with your business. An online presence is also a means to communicate directly
with costumers, this translates to a one-on-one communication medium with both happy and
dissatisfied customers.
Nowadays, we can see a very steep decline in print advertising. It is estimated that the print
advertising revenue from newspapers will decrease to 5.3 billion dollars by 2024 in
comparison to the estimated 25.20 billion dollar revenue it procured in 2012.
This makes an online presence crucial as it is the first point of communication between a
brand a customer, a brand’s response to both praise and criticism is done through digital
platforms, making a brand’s digital presence crucial to its survival.
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The powerful tool of digital word-of-mouth
A dependable way to get recommendations is through digital word-of-mouth, also called
influencer marketing. Digital word-of-mouth, also known as influencer marketing is a
dependable method of recommendation.
Consumers today seek recommendations from peers or look for endorsements from their role
models. In addition to customer reviews, influencer marketing, testimonials, and comments,
other types of recommendations can also assist brands in establishing trust with consumers.
Customers are more likely to trust a brand if it has a good digital word of mouth.
Businesses have also been able to maintain a presence online through this. Word-of-mouth
can have a huge impact on any brand’s sales. Furthermore, it is safe to assume that digital
marketing has placed consumers in control.
Unreliable clientele loyalty
Prior to the digitisation of the marketing world, customers were more prone to staying partial
to their brand of choice. They chose to stick to the brand they are already familiar with, this
was a result of low exposure to the different available products on the market. Today,
customers actively search for different products that cost the same but provide them with
increased value.
Customers now feel less hesitation when replacing their go-to brands with brand new ones,
this is because customers are now able to judge a product based on a range of different
criteria including sales and discounts, value, and customer support. Since customers are able
to research everything they need to know, if they find a better deal they are more likely to
take it.
Consumers exhibit a lower level of patience
Nowadays, consumers demand fast responses to their questions and concerns. Digital
marketing makes this possible. You can easily share customer queries and thoughts on social
media for a large audience. Positive and negative customer reviews greatly influence
consumers.
By empowering customers and giving them tailored experiences, digital marketing allows
brands to establish transparent and stronger relationships with them. Consequently, digital
marketing is a strong motivator for consumers.
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Impulse buying is driven by digital marketing
Marketing through digital media allows brands to promote their products at the right time
and in the right place where consumers are most likely to make spontaneous or impulsive
purchases. Personalized product recommendations and using eye-catching visuals can evoke
strong emotions in shoppers. Moreover, social proof is a prominent factor that implies the
popularity of a product and facilitate impulse purchases. Deals, discounts, and offers from
brands are used to entice customers to buy their products.
It’s highly unlikely to happen in an offline setting, but it can be used by marketers as a
marketing tactic.
Provides consumers with a more customized shopping experience
Digital marketing allows consumers to tailor their shopping experiences. It has been
observed that customers prefer instant gratification to researching new products. When
consumers find content that align with their personal interests, they are more likely to engage
and learn more about the advertised products or services .Consumers having a positive
shopping experience tend to evolve into loyal customers.
A brand’s digital content can be crafted and modified to offer tailored shopping experiences.
This will have a significant impact on consumer purchases.
Consumers are Performing Online Research
Consumers now search for reviews, ratings, and price comparisons before making purchase
decisions. As such, businesses need to prioritize customer satisfaction so that customers can
trust their products and services.
By providing excellent customer service, offering competitive prices, and staying up-to-date
on industry trends, companies can create an online presence that will draw more people in
and encourage them to buy from them over other competitors.
The online presence of a brand includes many different facets. It ranges from how it is
represented on social media, to its website design and SEO, to how it communicates with
customers through emails and other digital channels. All these things can accurately
represent the company that consumers trust when choosing products or services.
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Customers Look for Reviews and Feedback
Having a strong online presence can also boost customer engagement by allowing businesses
to communicate more directly with their audience. Through various platforms such as email
newsletters or chatbots, companies can get feedback from customers about their experiences
in real time, which helps them make better decisions for future product launches or
marketing campaigns.
Overall, having an effective online presence is key for any successful business today,
regardless of industry or size. Companies must ensure they provide accurate information
about themselves and their products while also engaging with customers regularly to gain
consumer trust and build long-term relationships with them to remain competitive in the
modern market landscape.
The Overall Word-Of-Mouth
Social proof is a great way to establish trust with customers. Social proof can be in the form
of user-generated content (UGC) such as product reviews, customer testimonials, or
recommendations from friends and family. The more people share their experiences with
your brand, the better it will reflect on you and help build trust among potential new
customers.
Digital marketing has given companies the ability to connect with their customers in a more
personalized and meaningful way. Companies can create highly targeted campaigns that
provide tailored content for specific demographics or interests. They can also track customer
behavior across multiple channels, allowing them to adjust their strategy based on the data
they have collected.
Unreliable Loyalty from Clients
With the internet, customers can now easily access information about a company and their
products. This helps them to make more informed decisions when it comes to buying
products. Online reviews help people determine whether a product is worth the money.
Companies can also use e-marketing tactics such as online advertising and social media
campaigns to reach more potential customers and build brand awareness.
Furthermore, customers are now more inclined to give feedback and ratings for products they
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purchase. This is because retailers have become increasingly transparent about who their
partners are, the materials used in a product’s construction, and how those products will be
handled during shipping.
Consumers Don’t Have Much Patience
Studies have shown that customers appreciate the convenience of digital marketing.
Companies can easily reach their audiences through email, social media, and other online
methods. People are more likely to purchase a product when they receive information about
it in an easy-to-read format. Additionally, businesses can personalize messages to target
specific consumer groups and ensure that content is relevant and engaging for each customer
segment.
Companies can use email campaigns or social media posts to reach out to their target
audiences while providing timely updates about their products or services at no extra cost. In
return, this opens up opportunities for increased sales conversions that would not be possible
with traditional forms of marketing communication.
Look for Impulse Marketing
It also helps build customer relationships through personalized content, tailored messaging,
and community engagement activities. Through online platforms such as blogs, websites, and
social media channels like Facebook and Twitter, brands can interact with customers in real-
time to answer queries or provide guidance on product usage. This helps create an emotional
connection between the brand and its customers.
With digital media marketing techniques such as search engine optimization (SEO) strategies
that increase the visibility of websites in organic search results, pay-per-click (PPC)
advertising that reaches target audiences quickly and easily regardless of geographical
location; email campaigns for specific customer segments; video content to convey engaging
stories about products; and influencer marketing programs that leverage influential
personalities from different communities—brands can reach out to their desired target
audiences effectively.
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But what is consumer behavior, you might ask?
Consumer behavior is how people buy stuff, and how they reached that decision. These are
people that are looking for products and services for themselves. This information is worth
its weight in gold for businesses around the world.
Of course, if you are a business, all you have on your mind is how to make money, and this
data is a tool that can help businesses better understand their customers and create products
and services which then create more value for their customers.
Customer behavior allows them to understand the expectations of consumers in the market.
Customer behavior directly influences what businesses come up with as a product or a
service, and help formulate the best strategy for success. This data contains what consumers
buy, where they buy it, and when they buy it, among other data.
One: Customers are More Informed on the Products They Are Looking For
Duh, I hear you say. But remember the TV/Print/Radio ads, those were filled with a lot of
jargon people did not understand. However, times are changing and today’s generation is
more tech-savvy than any of the generations before.
They understand what is an OLED display and how it is better/worse than AMOLED, what
the refresh rate is, what a processor is, and how different chipmakers differ in the tech they
use. In short, if a Millennial is buying a smartphone, they are so well-informed on the
smartphone that in any other day and age, they might make a mild career out of that (well,
some have, haven’t they?).
Most of young people know what they are looking for, and know how they can get the best
bang for their buck. Youngsters are smart, well-informed, composed, and smart, and that has
made every kind of brand out there reconsider their use of jargon in their advertisements
online.
Today’s consumer is quick to call out the companies if they try to pull a fast one on them,
openly criticize them on social platforms and forums, and make their voices heard about
what they like and what they hope for in the latest products and services. This has made the
companies listen to the “community” better.
Unfortunately, this trend was started by these companies only. Like I previously mentioned,
data richness is the norm of the day, and digital ads are also very data-rich in the short time
that they are in front of a user, before being scrolled away.
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Also, this trend has created a feedback loop – the customer demands more data from the
companies, and the companies deliver, increasing the hunger for more statistics. As
companies continue to crunch the numbers and create new and prettier infographics,
information has become a form of advertisement unto itself.
Two: Customers are Experimenting

Once upon a time, no one liked to experiment with the stuff they bought. Colgate was the
toothpaste, and Coke was the cola. However, times are changing. Now we know that Pepsi is
more or less the same thing. I joke, of course, but that does not take away the fact that we
have a million kinds of toothpaste, a million colas, and a million smartphones, just to
exemplify. We have far too many products and that has spoiled us.
The generation of our parents did not experiment on crucial, day-to-day articles. Soap was
the cheapest they could find, maybe it smelled of something nice as a bonus. Today, there are
a billion types of soaps, with varying ratios of fillers, and activated charcoal – all chemical-
free, of course, brought directly to your doorstep from the foothills of the Himalayas. The
point is, there are so many choices, and in providing these choices, there have been so many
success stories.
Talking about the smartphone market, once upon a time, there was only Apple and
Blackberry, with HTC and Samsung lagging. These days, Xiaomi is in the picture, but
Samsung makes the most phones, and together with Apple is one of the most valuable
companies in the world. Niche brands such as OnePlus have had immense success as well, as
they bridged the divide between the budget and the flagship – the midrange.
Customers are more than willing to experiment on things they want to buy, going with what
suits the best per their needs. Each person shows more individuality today than ever before,
and this only opens up niches in the market, allowing for more competition and more
choices. Again, it is a feedback look, all thanks to Digital Marketing.
Three: Customers Engage More with the Brands They Love

As I mentioned in the first point, customers are getting smarter and more vocal about what
they like and what they don’t like. Some companies have based their entire advertising
strategy on this feedback look – looking at you, Xiaomi, and OnePlus.
That does not mean that they have not benefitted from that – I mean, if you ask a company
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that you want something in their upcoming midrange offering, and your idea gains traction,
expect to see the feature in the next iteration.
With Digital Marketing, customers are engaging more and more with the brands they love,
following them on socials for updates and suggestions, and talking about them within their
circles. Word of Mouth these days might seem an outdated idea, but it has carried more and
more weight over time, and when you can reach millions of people – well, then word of
mouth becomes a powerful weapon – a double-edged sword that can make or break a
company’s reputation overnight.
As a result, social media and word-of-the-mouth promotions are the ways in which digital
marketing affects consumer behavior.
Four: Brands are Listening to What Their Customer Have to Say
The double-edged sword that is word of mouth can also build more brand loyalty on the
flipside. Customers can be fiercely loyal to a brand that listens to them and implements
changes suggested by them. OnePlus specifically has a cult following because of this, and
few brands interact with their customer as they do.
There are a lot of clothing brands that take every word their customers have to say as gospel,
too, and rightly so. From sustainable packaging to the unboxing experience, brands are
taking care of the whole purchase experience, just because they are listening closely to what
their community has to say.
Never in the history of the organization and organized economy has customers held this sort
of power over the brands – it was always the other way around. Companies rarely heard their
customers out, but that all is changing now.
Digital Marketing serves as ears to these brands and companies. The data it collects is
precious, and consumer behavior dictates whether a product will be a hit or a miss. Having a
solid understanding of customer behavior is tricky, and the best way to achieve that is by
listening to them. Not so convoluted after all, is it?
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Five: SEO is the Single Most Important Exercise a Brand can Take
As much as marketing has changed over the past few years, one thing which is still the same
is the fact that people still rely on search engines to help them make decisions. SEO is the
best practice of digital marketing that affects consumer behavior.
Search engines are a godsend, yes. Whenever someone has a desire to know about a product
or service, or a brand, or just sort out a problem they are facing, they just Google it. Google,
therefore, holds so much power over companies as almost no one goes past page 1 of the
search results and no number of results in 0.15 seconds will convince me to go to page 2.
Therefore, SEO and content marketing remain crucial components of any marketing or PR
strategy.
Companies that are aware of how to make the most of their marketing efforts, create useful
content, and attract backlinks will get the rankings they need to race ahead of the
competition.
In short, the better a company’s ranking is, the more likely they are to generate sales. This
ranking exercise has attracted stiff competition in all industries, and customers know that the
better a company is ranked, the better its products/services are. Once again, a feedback loop.
Six: Artificial Intelligence
With the growing use of experimentation on AI, we should not underestimate the role of
artificial intelligence in changing consumer behavior. This powerful medium enables
consumers to make better choices, access consumer support, receive a personalized feed
where they shop, etc.
AI, thus, drives Digital marketing with its efficiency and feasibility and creates a huge
impact on consumer behavior. With the use of AI, brands can present their products and
services more efficiently than those who don’t. AI provides convenience to the buyers and
connects the latter with the sellers.
Artificial Intelligence also plays a very important role in Search Engine Optimisation. And
thus, affects consumer behavior and makes an impact on many brands’ online success.
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Seven: Customers Don’t Have the Time to Wait
Say a person wants to buy a wristwatch. If Amazon does not open, they move to Flipkart and
vice-a-versa. If you want to know hire a freelancer digital marketeer for your company, but
cannot open the page of the first person on the Google page, you move on to the second.
That is, with technology, consumers have become impatient. They have huge expectations,
limited time and if the service is not efficient at the first point of contact, they find an
alternative. Not only that, with the world moving so high up the internet, consumers can
leave a review anywhere, anytime.
When the touchpoint does not meet their expectation, they review the service, create a forum,
and converse with the people in the community. This influences the behavior of a potential
consumer.
Further, there is an abundance of information online to impact their behavior while
purchasing any item – product or service. Thus, the brand that goes a step ahead to provide
more value, wins the competition.
Eight: Customers Are Buying on A Whim
I buy on a whim. You buy on a whim. The whole world buys on a whim! (Al Pacino alert!)
We all have been guilty of it at least once in our lives, and digital marketing is to blame,
which has mastered the art of making people take impulsive buying decisions. A person
makes an impulse decision right before actually going through with the purchase. Therefore,
it is spontaneous and done in the spur of the moment, and at that moment, brands need to
present themselves as exactly the thing their impulsive customer needs.
Generally, customers pre-plan purchases and choose what they need beforehand. Digital
marketers use this to steer customer behavior towards their products and services. Brands
usually do this by making time-bound deals, discounts, and offers that customers are happy
to explore. Also, these brands use socials and third-party websites to consistently promote
their featured deals, which further affects consumer behavior.
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Nine: Shopping Experiences Made Just for Individuals
It has also made customers think that they will always get a tailor-made custom shopping
experience. No one wants to spend a good day researching what they need and look for what
they really want, although it is a good exercise indeed.
This puts the ball in the brands’ court, where they can fine-tune their online marketing to
how their customers behave. Most brands achieve this by creating personalized content for
customers on their web presence – be it socials or their websites. This tailors the entire
shopping experience to fit the needs of each individual visitor. Consequently, bespoke
strategy of digital marketing affects consumer behavior.
Wrapping Up on how digital marketing affects consumer behavior.
Digital Marketing is not magic. It will not increase your sales if you just burn money on ads
without providing any real value to your customers. Today’s customer is more individual,
more singular, pickier, and choosier than any other generation ever, and there are practically
infinite choices out there. People talk with each other, make their voices heard, experiment
and research, teach themselves and look up stuff, demand more of their favorite brands in
lesser time. All online marketing does is make them believe that your product has that, and
more. Hence, now we know how digital marketing affects consumer behavior.
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How Digital Marketing Affects Consumer Behaviour
Consumer behavior refers to the actions and decisions individuals make when purchasing
goods or services. Digital marketing has revolutionized the way businesses interact with
consumers, enabling them to tailor their marketing efforts to specific target audiences.
1. Understanding Consumer Needs and Desires
Digital marketing provides businesses with valuable insights into consumer needs and
desires. Through data analytics and market research, companies can gain a deeper
understanding of their target audience.
By analyzing consumer behavior patterns, preferences, and online interactions, businesses

can create highly targeted marketing campaigns that resonate with their audience’s needs and
desires. This understanding allows marketers to deliver relevant content and offers,
increasing the chances of conversion.
2. Personalization and Targeting
One of the significant advantages of digital marketing is the ability to personalize marketing
messages and target specific consumer segments. Through techniques such as email
marketing, social media targeting, and personalized website experiences, businesses can
tailor their marketing efforts to individual consumers.
By delivering personalized content and offers based on consumer preferences, digital

marketing can significantly impact consumer behavior, fostering a sense of connection and
relevance.
3. Creating Brand Awareness and Perception
Digital marketing plays a crucial role in building brand awareness and shaping consumer
perception. Through various digital channels such as social media, search engine
optimization (SEO), and content marketing, businesses can establish a strong online
presence.
By consistently delivering valuable and engaging content, companies can position

themselves as thought leaders and industry experts, enhancing their brand image and
influencing consumer perceptions.
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4. Influencer Marketing
In recent years, influencer marketing has emerged as a powerful strategy within the realm of
digital marketing. Influencers, individuals with significant online followings, have the ability
to sway consumer opinions and purchasing decisions.
By partnering with influencers who align with their brand values and target audience,
businesses can leverage their credibility and authority to positively impact consumer
behavior.
5. Social Proof and User-generated Content
Consumers today heavily rely on social proof and user-generated content to inform their
purchasing decisions. Digital marketing enables businesses to showcase positive reviews,
testimonials, and user-generated content through various channels.
By highlighting the experiences and satisfaction of existing customers, companies can instill
trust and confidence in potential buyers, influencing their behavior and driving conversions.
6. Convenience and Accessibility
Digital marketing offers unparalleled convenience and accessibility to consumers. With the
rise of e-commerce and mobile applications, purchasing products or services has become
incredibly convenient.
Digital marketing strategies such as targeted advertising, retargeting, and personalized offers
make it easier for consumers to find what they need and make informed purchasing
decisions. This convenience and accessibility greatly impact consumer behavior, driving
online sales and customer loyalty.
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Advantages of Digital Marketing
1. Digital marketing is linked with gaol driven strategies.With low cost initiative companies
can achieve growthand explore market with insight. An essential partis that it provides
area to learn and track progressand keep testing for new ways to improve results.This
provides companies with ultimate satisfaction ofachievement.
2. It helps in digital servitization (Parate, Hiremath, &Tailor, 2022) which is the process of
utilising thedigital tools to transfer the company’s business modelto service-based model.
It helps in creating value whichsatisfies the customer requirement and needs.
3. Digital marketing in contrast to old traditional marketdelivers a hassle-free system that

create more value tocustomer. It also helps in integration and co-ordinationof activities in
an organisation.
4. In past years with introduction of consumers to digitalmarketing system have become

more centralizedthe companies are able to create more and morecustomers each day. After
such change interactionshave increased which is vital for the success of theorganisation.
5. Digital marketing has resulted in boosting trustin consumers. (Wind, Mahajan, & Vijay,
2002) Before making any purchase consumers first collectsinformation of the same. Digital
marketing creates abase which is considers a paramount for the businessthus providing
satisfaction.
6. Hence, digital marketing helps to discover strategiesresulting to more profitable avenues.

It helps tocater many customer -based advantages. Althoughtechnologies involved are
complex and therefore staffsof the companies are trained for it and infused withrequired
model.
7. Digital marketing have a significance impact onconsumer buying behaviour by influencing

theirawareness, attitude and preferences towards a productor service. Its development has
immensely altered themarketing scene.
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Some statistics to prove the impact of digital marketing on consumers
 According to Salesforce, 75% of consumers look forward to a consistent experience across digital
channels that they choose to engage with.
 More than 80% of consumers expect to receive an immediate response to marketing or sales
questions/queries according to Smallbiztrends.
 A whopping 87% of shoppers today start by searching for products online (retaildive). This astounding
figure gives you an example of the impact of digital channels on consumers. Therefore, digital marketing
has to provide more unique content to engage customers for a more comprehensive experience.
 Moving on to some other statistics, self-service is an important aspect of exploring the online domain.
This is reinstated by the fact that 67% of consumers prefer self-service over-communicating with the
company representatives for their queries. (Zendesk)
 We discussed how consumer experience should be one of the most important in the priority list of
businesses. This is because 80% of consumers express that they expect the company experience to be as
important and fruitful as its products and services. (Salesforce)
 The number of voice assistant users is expected to reach approximately 123 billion by 2021 as per e-
marketer
 Providing information as and when they need it is one of the most important in determining factors for the
success of a business. From a recent study, it has been proved that 51 % of smartphone users have
successfully purchased from a company that they actually didn’t intend to. But did it because the
information was provided at the time they required it. (Business2community)
 Where social media is concerned, a study has proved that 88% of online customers do not prefer buying
from brands that do not respond to social media customer service complaints(business 2 community).
Moreover, more than 45% of online consumers expect brands to provide customer service on a platform
like Facebook. (Neil Patel)
 To sum it up, smartphones have completely transformed the scenario of marketing trends and industry. It
is so useful for everyone that businesses must have a mobile responsive website today. 70% of mobile
search leads to some positive action within an hour. (Forbes).
21
Below are the 10 points that you need to consider when determining the impact of
digital marketing on consumers and their behavior.
1. The Proliferation of Social Media
How digital media impacts consumers is incomplete if we do not take into consideration
several social media channels. The rise in popularity of social media channels made
businesses realize the untapped potential of these mediums.
Gradually businesses started to leverage the advantages offered by these channels. Social
media today has various features that help to advertise and promote products.
Instagram-sponsored posts, Facebook ads, and YouTube ads are several examples where
consumers get targeted advertisements. They are great channels for the promotion of a
particular product or service.
Remember advertising and creating a brand reputation on social media is no child’s play. We
might feel that the popularity of social media channels ensures the visibility and exposure of
your brand. But it depends on how efficiently you advertise them on these mediums. You
have to incisively study the consumers’ tastes, preferences, and behavior, and then decide to
use social media for promotion.
Digital advancements and technological expertise have given us the advantage of tracking a
consumer’s preference based on the searches they make on the internet. It is also possible
through cookies that track a consumer’s digital footprint on sites and social channels. Viral
content is one such method. You must have often heard of content getting viral on social
media. This is content that has been widely appreciated and has appealed to the masses.
Your consumers on social media can share, like, and subscribe to your channel, and help it
grow. Another very positive feature of digital marketing is that you can share content across
different channels.
This helps in better visibility and recognition of your brand. For example, something that you
like on Instagram can be shared on different social media platforms as well as digital
channels like LinkedIn, WhatsApp, and Quora. It not only creates great opportunities for
website traffic. It also helps to influence a wider range of audiences from complementary
niches by getting qualified leads for your products.
22
2. Customers now want the best
Digital marketing has been responsible for consumers getting much more in-depth
information on a particular subject. This has led to consumers wanting the best information
on everything. To leverage this mindset, you have to provide the most high-grade content
you can to your prospective consumer.
Your content should appeal to the sensibilities of your target and existing customers to create
successful goodwill for your brand in the online domain. Customers today want exhaustive
knowledge of a particular subject. However, you have to capture the attention in the first few
seconds of them going through your content.
There are so many options available that the consumer today is spoilt for choice. If you are
not able to convey the most important parts of your brand effectively in the first few
sentences, you are bound to lose leads.
3. Engagement and Rapport
With so many businesses vying for attention and recognition in the online domain, it is
important to employ all opportunities for customer engagement to build the reputation of
your brand.
Engagement and communication have become very important aspects of doing business
today. Every digital channel provides consumers with a platform to talk about different
products. Here, they can’t talk about what they like, what they don’t, and what are features
stand out for them in a particular brand.
For any business, the element of word-of-mouth publicity plays a vital role in catapulting the
business to greater heights. When the content you provide is authenticated by your existing
customers, you tap into a wide range of audiences. This helps to get more leads and
ultimately more prospects, customers.
When you make a genuine effort to connect with your consumers and engage with them, it
instills a sense of trust in them. Your sincerity is validated when you solve some of the
confusion and questions effectively.
It is very important to practice empathy when you are in business. Digital channels are
omnipresent today. Some mediums are accessible to us 24/7, 365 days a year. This inevitably
makes business accessible to the consumer all the time.
Therefore, you have to make a concerted effort to reach out to your consumers and adjust
23
their grievances as soon as possible.
4. Reviews are Important
When your existing customers corroborate the information you provide, it automatically
gives you recognition in the shortest time possible.
For example, consider an e-commerce giant like Amazon. They have a range of products and
sellers who continuously make efforts to provide the best of services.
Suppose an n online consumer clicks on a particular product and scrolls over to the review
section. It is these few more minutes that can make or break a company’s reputation. When
the consumer sees a series of positive reviews it is likely to induce a positive response.
Negative Reviews can damage the reputation beyond repair.
5. Customer Care should be emphasized
We have mentioned earlier how customer engagement is vital to the goodwill of your
business. It helps you to create staunch loyalists among your consumers. These are brand
advocates who promulgate your product and believe in their superiority genuinely.
You have to formulate an impeccable customer care service to impress and charm your
consumers. Remember, this can go a long way in establishing your business as the numero
uno brand in your particular sector.
Digital channels come with the advantage of being able to connect you to your customers
whenever they want. Try to provide your customers with immaculate customer care solutions
for all their complaints, problems, and confusion.
Do not ever be rude or patronizing to your consumers. That can be very detrimental to the
interest of your brand. And once you lose your brand reputation, it is very hard to get back on
track winning the confidence of your consumers again.
Poor customer care is a death knell for a business. And more so in this digital age where
there is no dearth of businesses operating in a particular sector.
24
6. More relevant information dissemination
Customers today look for focused, utility-driven content that can answer their questions
quickly. Therefore, businesses must create, formulate, and distribute content that provides
value to the maximum.
You will find your consumers in one or more of the digital and social media channels.
Therefore you have to strategize a judicious content dissemination policy where you include
all the popular channels.
For Example,
You want to promote your disinfectant which has become an extremely coveted product in
the pandemic. Your target consumers are present on Facebook, Twitter, Instagram, Quora,
and LinkedIn. You have to tailor your content in a way that resonates with the audiences on
each of these platforms.
That is the true test of being a great digital marketer. If you can do this properly there is no
stopping you from being at the top of the mind of your focus customer.
7. Authentic Information
The first principle of writing content for any digital marketing effort is to be successful in
providing authentic information. This will help consumers to gain knowledge about the
product and make an informed purchasing decision.
Now, if you have distributed information that is false and does not hold good the promises
you made, customers will be turned off of your products and will never go back to using
them.
Even if it helps you make sales in the short run, your business will suffer ultimately. They
will always steer clear of your brand, products, and services and all your efforts will be for
naught.
Also in this era of digital marketing reviews, testimonials have become extremely easy to
post and view. Consumer behavior is greatly impacted by both negative and positive reviews.
But negative reviews have a greater effect on the consumers purchasing decisions
Explore, experiment. research and then make a concrete decision regarding content that you
will disseminate. The online arena has helped businesses to thrive immensely. But, it has also
made it mandatory to distribute real and true information.
25
8. Consumer Psychology is important to comprehend
Several factors influence the consumer’s perception and opinion of a brand. Economical,
cultural, social, personal, and even political ideas and opinions influence the consumer’s
decision.
So, the first thing that a business needs to do is to determine how to successfully position its
brand. This requires extensive research on the consumer and what stimulates them to make a
particular purchasing decision.
There are several effective digital marketing techniques to do so. Engagement is a prime way
of knowing your customer. Incentives like offers, discounts, value services can give you a
fair idea of the thought process of any consumer.
Your incentives go a long way in satisfying your consumer’s wants. You on the other hand
get an incisive understanding of their preferences and choices. Their income range,
educational qualifications, gender, are integral elements.
9. Voice Search
This is another aspect of digital marketing that has transformed the mindset of consumers
and made them more aware and alert in terms of expectations from businesses.
Voice search is becoming more and more popular with 48% of consumers using voice for
just general searches (Adobe). The reason is transparent. It is easier to speak and ask what
you want than type it every time.
This is the reason why businesses and e-commerce platforms are continuously improving
their applications and websites to accommodate the consumers’ preference for voice
assistants.
According to Search Engine Watch, searches are three times as likely to be locally based.
This is because assistants provide more focused results in less time. With various assistance
like Google assistant, Alexa, and Siri people are getting more and more used to voice
assistance while exploring the online space.
The question arises as to why your business needs a voice search strategy among other digital
marketing components.
With newer tools, applications software, and websites emerging every day it is important to
keep abreast of digital technologies. This will not only help you to stay informed about
everything relevant to the online domain. It will also help you to realize your goals,
26
objectives, mission, and vision of your business in a better manner.
10. Personalization
You have to harness the advantages of personalization to be able to impact consumers’

behavior effectively. Personalization needs to be an inevitable aspect of your entire
marketing strategy. Digital marketing thankfully provides enough scope for you to
personalize like never before.
With digital marketing small, medium, and large enterprises have immense room for
improvement and success. This invariably means that the competition is higher and everyone
is out there trying to gain the attention of target consumers.
The obvious way to ensure that you develop and sustain your reputation as an authority
leader is to incorporate personalization for more precision in your marketing efforts.
Personalization helps to forge a bond that is for the long run. It provides customers with the
conviction that your business is there to help them. You, on the other hand, enjoy an
extraordinary online reputation by providing value through recommendations, news, and
information.
It not only helps you in the initial stages of the sales funnel when you are attracting leads.
Personalization helps even after your sales funnel is completed. You have higher chances of
customer retention when you practice personalization wisely.
However, there is also a negative side to it which is bombarding your existing customer with
emails, newsletters, intrusive ads continuously.
Your personalization technique requires you to be judicious in disseminating information that
will not overwhelm your consumer. It is also better when you maintain a certain semblance
of organization as you recommend and personalize your digital efforts.
It helps consumers to concentrate on their intent, choices better when they receive
information and when they require it.
Top businesses, digital marketing agencies, and e-commerce platforms have a sagacious
approach to this. They ask for permission from their customers as to when they would like to
receive notifications of the latest development and news. Based on the details provided by
these consumers, these top business organizations distribute information.
27
CHAPTER 2
NEED OF THE STUDY:
In the present scenario there has been an evolution of channels of distribution of products and
services. Mobile is gaining popularity as for both placing orders as well as for payments
using digital online payment system and as smartphones are gaining popularity the attention
of consumers is shifting towards mobile advertisements during lock down and post lock
down.
Advertising on mobile sites or directly to mobile seems more effective in marketing. These
days, most of the people are investing time on internet via smart phones. They start and end
their days with mobile. Now -a- days people are visiting sites more with a mobile phone
when compared with desktop. Companies are more inclined towards making marketing
strategies which expand and enhances their business based on mobile marketing.
Some present trends going on are SMS marketing, MMS marketing, push notifications, App
based advertising and in game mobile marketing etc.
OBJECTIVES:
1. To evaluate the modes of advertisement in covid 19 situation.
2. To identify the factors impacting the buying behavior of consumers.
28
CHAPTER 3
REVIEW OF LITERATURE:
S.no Topic Year Findings Writer & limitations
Publisher
1. Impact of effective 2013 It was found that Hafiz Limitations of
advertisement on advertising has a Muhammad this study are
Consumer Buying foremost and vital Arshad, Dr. that there are
Behavior: A study of impact on purchasing Mudasar Noor, many variables
mobile phone behavior of Nabila Noor, related to
purchasers in consumers. With the Wasim Ahmad, consumer
Pakistan growth of mobile Sara Javed buying
phones industry in Assistant behavior and
Pakistan, the need for Professor, can change
effective advertising Department of their attitude
increased and it was Management regarding
also found that that Sciences, mobile phones.
factors of emotional COMSATS Just effective
and environmental Institute of ads are not the
response have a Information source to
significant impact on Technology, magnetize the
behavior of Pakistani Sahiwal, consumers but
consumers. Pakistan. those
Surgical dimensions are
Specialist, ignored in this
Combined study. This
Military study collected
Hospital, Dera the data from
Nawab, different cities
Pakistan.5MS of three
Scholar, provinces but
Department of sample size
Management was too small
Sciences, due to which
COMSATS generalizability
Institute of of findings can
Information be reduced.
Technology,
Sahiwal
29
2. Consumer Attitudes 2017 It was found that the Melody M. One of the
Toward Mobile rapid proliferation of Tsang, Shu- limitation of
Advertising: mobile phones and Chun Ho, and this study was
other mobile devices Ting-Peng that what
An Empirical Study has created Liang factors really
a new channel for contribute to
marketing. The use negative
of Short Messaging attitudes
Service to access toward mobile
customers advertising and
through their how attitudes
handheld devices is can change is
gaining popularity, not studied..
making the mobile
phone the
ultimate medium for
one-to-one marketing
3. The Impact of 2015 It was found that this Dr. Ganesh limitations in
Mobile study examines the Sethi M. Indra this study is
Advertisement on attitudes of the kumar Singh that this
the Students of students of the research only
Manipur University Manipur University, Senior Assistant focuses on the
Imphal toward Professor, attitudes
mobile advertising Department of towards mobile
applications which Mass advertisements
have been introduced Communication, in general. It
or about to be Manipur did not include
launched in the near University, specific
future when Canchipur, product
companies Imphal categories as
understand the one of the
importance of mobile variables which
advertising and may affect the
invest more in attitudes of
developing and customers
adopting mobile towards such
marketing products and
applications. mobile
advertisements.
30
4. Customer‟s Attitude 2015 In the age of Sheikh Majedul The research is
Towards Mobile information Huq, S. M. only confined
Advertising in communication Shahedul Alam, to a particular
Bangladesh technology (ICT) Md. country and
uses of mobile phone Nekmahmud, future aspect
or cell phone is Mst. Shuly can be that the
increasing and Aktar,,S. M. researcher can
business environment Shamiul Alam improve the
of Bangladesh is number of
becoming more respondents
competitive day by with their
day. Most of the demographic
companies strive to variation
maximize their sales
volume and use
advertisements to
promote their
products and
services. The main
objective of the study
is to examine the
customer‟s attitude
towards mobile
advertising in
Bangladesh. Through
which marketers can
scan the real scenario
about the customer‟s
attitude towards the
mobile advertising
31
5. CONSUMERS‟ 2014 It stated the shampoo 1. Akita The research is
BUYING AND buying patterns Srivastava only confined
SWITHCING among the (Research to shampoo
BEHAVIOR DUE individuals and it scholar) brands and
TO also examined the Pacific academy other products
ADVERTISEMENT: factors that lead to of Higher are not taken
A STUDY ON switch brands and Education in to
SHAMPOO the result revealed Rajasthan and consideration
BRANDS that advertisements Research
have a significant university,
impact on consumers Udaipur(raj)
mind and it also India
revealed that
consumers switch to 2. Dr. Vikram
other brands after bisen
watching (Director),
advertisements and ITM group of
brand awareness was Institutes,
also measured. It Lucknow(U.P.)
also states that
consumers switch
brands occasionally
and the study was
done on college girls
6. The Role of Mobile 2015 This study states the 1. Dr.Selda In this study,
Advertising on buying attitude and Ene Assistant consumers'
Consumers' Purchase demographic features Professor "Attitudes
Decisions: A of the consumers in Marmara towards Mobile
Research on Turkey who are University Advertising"
Consumer Attitudes above the age of 18 and
towards Mobile and own 2. Dr. Betül "Demographic
Advertising smartphones and Özkaya Features" have
follow Assistant been
advertisements. Professor analyzed with a
Factor analysis Marmara survey
techniques was used University research. The
in which the result limits of the
showed that study were
“amusingness” and individuals
“leadership in who are over
utilization of 18 years of age
technology” had no and own
relation with mobile devices,
32
demographic features follow mobile
and variables like advertisements
“annoyingness”, and that can
“Adopting mobile give purchase
advertisements” and decisions
“Informativeness”
did.
7. CONSUMER 2006 It stated that high 1. Md. The

ATTITUDE penetration rate of Humayun Kabir limitations in
TOWARD MOBILE mobile phones has Chowdhury this study and
ADVERTISING IN resulted in the Associate thus future
AN EMERGING increasing use of Professor research should
MARKET: AN handheld devices to Department of continue to test
EMPIRICAL deliver Marketing and to refine
STUDY advertisements for Rajshahi relationships
products and University investigated in
services. Short the present
Message Service 2. Most. Nargis study
(SMS), in particular, Parvin and variables
has been very Lecturer in that moderate
successful.it also Marketing them. More
stated that mobile Islamia College specifically,
advertisers can Bangladesh this study
present mobile ads suggests
pleasingly, with 3. Christian two fertile
appropriate Weitenberner, directions for
information, MBA future research.
consumers will not Los Angeles, First, it is clear
be annoyed and CA that future
there is a fair United States of research
possibility that they America is required to
will gradually like yield a more
the ads. complete
Furthermore, understanding
credibility, a of the
construct of this phenomena
study was found to surrounding
be the most perceived
significant of the quality for the
factors affecting
33
respondents‟ attitude purpose of
toward mobile ads. generalization
for
emerging
South Asian
countries. This
study has
attempted to
outline
major variables
that logically
and
theoretically
should impact
the linkages
in attitude
toward mobile
ads in
Bangladesh.
However, data
should be
collected from
other third
world countries
to confirm
whether the
same
results of the
perceived
quality model
are observed.
the data
was collected
in a
convenience
sample in a
classroom,
which may
have resulted
in sampling
biases.
34
8. Effective advertising 2012 It stated that 1. Ghulam The limitation
and its influence on advertisement is a Shabbir Khan of this research
consumer buying way of Niazi is that the
behavior communication to 1Quaid-i-Azam research is
convince an School of conducted in
audience for taking Management telecom sector;
purchase decision Sciences, therefore, for
about a product or Quaid-i-Azam generalization
service and University of these results,
delivering Islamabad, it is necessary
information to Pakistan for future
viewers. This paper researcher to
examines the 2. Javaria empirically
relationship between Siddiqui contribute to
environmental Federal Urdu do this research
response and University of by using other
emotional response Arts, Science, & brands i.e.
which are Technology mobile
independent Islamabad, advertising,
variables with Pakistan FMCGS
dependent variable products
i.e. consumer buying 3. Ahmed automobiles,
behavior. The results Imran Hunjra electronics.
showed that Iqra University
consumer purchase Islamabad,
those brands from Pakistan
which they are
emotionally attached.
This study reports
new results in the
field of buying
behavior of
consumers‟ response.
9. EFFECTIVENESS 2016 It stated that more 1. G. Anusha The limitation
OF ONLINE and more mediums Assistant of this research
ADVERTISING are being explored Professor, was that the
day by day to make Malankara sample size
a successful Catholic was limited to
advertising College, 100 internet
campaign. It stated Mariagiri, users and
that online INDIA hence the result
advertising is used of the study
to deliver cannot be taken
promotional as universal
marketing messages and findings of
to customers, it also the survey are
includes email based on the
marketing, search assumption that
engine marketing, the respondents
social media have given
marketing and many correct
35
types of display
advertising information.
(including web Some of the
banner advertising). respondents
It also stated that it is were reluctant
a easy method to to answer. The
distribute study was
information, conducted only
advanced methods of in Trivandrum
targeting consumers. city and
therefore,
several
potential
samples
outside the city
were neglected
10 Attitudes towards 2011 The aim of this 1.Ercan Keser Literature on

Mobile Advertising – study was to Agri brahim this
A Research to determine whether Çeçen issue can be
Determine the there is a difference University, expanded by
Differences between between the Faculty of examining the
the Attitudes of attitudes of youth Economics and role of other
Youth and Adults and adults towards Administrative elements in
mobile advertising. Sciences, creating an
It also stated attitude
primarily the towards mobile
variables having advertising in
roles in creating an further studies
attitude towards and In order to
mobile better
advertisements, and determine the
the relationships features of the
between intention target group of
and acceptance- mobile
rejection behavior advertisements
towards mobile and develop
advertisements were more suitable
investigated. message
According to the strategies,
results, an psychographic
advertisement‟s characteristics
being entertaining, such as
informative, reliable, personality, life
personalized, and its styles etc. can
being sent with be investigated.
permission has a
positive effect on
36
creating attitudes
towards mobile
advertisements.
There is also a
difference between
the attitudes,
intentions and
behaviors of Youth
and adults towards
mobile
advertisements
37
11. Effective advertising 2011 It stated that 1. Zain-Ul- The future
and its influence on advertisements are a Abideen research can be
consumer buying form of (Corresponding done by using
behavior communication Author) other bands. In
intended to convince Department of addition, there
an audience Management is a need to
(viewers, readers or Sciences, conduct
listeners) to purchase Abbasia research
or take some action Campus, The regarding
upon products, Islamia personality
information, or University of characteristics
services and the Bahawalpur, of consumers
research paper also Punjab, and find their
investigated Pakistan. impact on the
relationship between consumer
independent 2. Salman buying
variables which are Saleem behavior in
environmental Department of Pakistan.
response and Business
emotional response Administration,
with attitudinal and Federal Urdu
behavioral aspect of University of
consumer buying Arts, Science &
behavior. The major Technology,
findings of the study Islamabad,
demonstrate an Pakistan.
overall normal
association between
the variables but in-
depth analysis found
that emotional
response of
consumer purchase
behavior is the
variable that results
into strong
association with the
consumer buying
behavior. It is true
that people purchase
those brands with
which they are
emotionally attached
38
12. An Empirical Study 2014 This study identifies 1. Ahsan Jamal This research is
on Effectiveness of the pattern of Baig MS- only confined
SMS Marketing in influences on Management to Pakistan and
Developing consumer behavior Sciences, so the results
Countries with in terms of recall, Mohammad Ali cannot be
Special Focus on recognition, Jinnah generalized
Pakistan reception and University, universally
expected action Pakistan
towards marketing
messages in the most 2. Faiza MS-
cost effective and Management
time saving manner. Sciences,
In addition, the Visiting
research also unveils Faculty,
associated challenges Mohammad Ali
in terms of consumer Jinnah
privacy, spam or University,
bulk messages, Pakistan
undesired
information, clutter
and breach of
consumer space and
identifies ethical
landscape of using
this significantly
important and
prompt marketing
tool.
13. Consumer Responses 2013 This research study 1. Dimitris A. The study was
to SMS Advertising: stated that Drossos conducted with
Antecedents and advertisements in the Department of local
Consequences form of text Information consumers, it
messages (SMS), and may not reflect
have been Communication the views of
recognized as an Systems consumers
important form of Engineering from other
product promotion. countries.
The purpose of this 2. George M. Therefore, in
paper was to Giaglis order to reveal
investigate factors Department of cultural and
influencing the Management market
effectiveness of SMS Science and differences, it
advertising by using Technology would be
a hierarchy of effects Athens interesting to
approach University of replicate this
The study is amongst Economics and study in
the first to provide an Business different
experimental-based cultural
assessment and a 3. Pavlos A. contexts and
unified model linking Vlachos ALBA countries.
39
consumer attitudes
towards mobile text Graduate
ads with brand Business School
attitudes and at The
purchase intentions. American
College of
Greece
14. EFFECTIVENESS 2009 This study states that 1. Iva Gregurec The future can
OF THE DIRECT the that examined University of be
MARKETING AS population (Students Zagreb, Faculty planned to
THE of Faculty of of Organization examine stands
PROMOTIONAL Organization and and of other
ELEMENT OF AN Informatics, Informatics, Faculties‟
ENTERPRISE University of Zagreb Varaždin, students who
- FOI) is not Croatia aren‟t so
enthusiastic about technology
SMS advertising. 2. Kristina oriented.
But, certain potential Brodar .
exists because they University of
like and easily accept Zagreb, Faculty
innovative products of Organization
and services and and
about third of them Informatics,
is still indifferent of Varaždin,
the idea of receiving Croatia
SMS ads which
could be changed.
This way, SMS
advertising could
become prosperous
channel of promotion
for SMEs in Croatia.
40
15. Toward Effect of 2017 The research study 1.Ismail In this research
Digital was done to find out Salamah sample of only
Advertisement on effectiveness of Chung Hua 3000
Mobile Users in mobile advertising University, respondents
Middle East on the consumer Hsinchu, were taken but
behavior in Middle Taiwan there were time
East and their and resources
reaction over constraint. The
advertisement. sample were
However, it was only taken
found that the use of form the city
smart phone of Jordan and
advertisements in the results can
Middle East has not be more liable
reached the if taken from
expectations due to other cities as
several factors. The well
results of this
research showed that
the consumers
generally have
negative attitude
toward the mobile
advertisement unless
the advertisers had
specifically taken the
consent of the
consumer.
41
CHAPTER 4
RESEARCH METHODOLOGY
Research Methodology deals with the chronological and scientific methods that can be used
to solve research problems. Methodology is an important step in any research because it has
direct impact on research findings. In order to attain these objectives, the methodology use
descriptive research design. Data will be collected from secondary as well as primary
sources.
Research Type: Exploratory study
Data collection
Primary data: For the purpose of the study the primary data will be collected from
structured questionnaire.
Secondary data: For the same purpose the secondary data will be collected through
documentary proofs and websites.
 Area covered : Agra District

 Sample size : Approx. 80
 Sample Population : People using Mobile Phones
 Type of Sampling : Convenience Sampling
 Data analysis tools for research – To analyse data that will be collected through
structured questionnaire will be analysed using Ms-Excel Add-In Data Analysis,
Percentage, Ratio & Proportion, Bar graph, pie chart, Analytical table, weighted
average and correlation.
42
CHAPTER 5
DATA ANALYSIS
1. (Familiarity with Mob Ad) Are you familiar with the expression
mobile advertising since earlier?
familiarity with mobile advertisement
11% aware
9% well known
7% totally unknown
55%
barely heard about it
18%
neutral
Interpretation: - The above data represents the familiarity of people with the term, mobile
advertisement 55% of the people were aware about it and around 9% people didn‟t know
about mobile advertisement
2. How often do you come in contact with mobile advertisements targeting you
directly in lockdown period?
advertisement targeting
4%
9% everyday
29%
couple of times a week
14%
once a week
couple of time every month
once a month or less
44%
Interpretation: - The above data represents how often people come in contact with
mobile advertisement around 29% people said that they everyday come in contact with
mobile advertisement and around 4% said that they come across them once in a month or
less
43
3. What is your attitude towards advertisement?
strongly dislike dislike neutral like strongly like
29 30
25 25
15
7 7 7
3 3
general form of advertisement mobile based advertisement
Interpretation: -
general form of advertisement

responses weights weight*responses percentage weighted average
strongly
dislike 7 1 7 2.941176471
dislike 7 2 14 5.882352941
neutral 29 3 87 36.55462185 3.173333333
like 30 4 120 50.42016807
strongly like 2 5 10 4.201680672
75 15 238 100
The above data represents that respondents had a Neutral attitude towards general form of
advertisements.
mobile based form of advertisement

strongly
dislike 7 1 7 3.083700441
dislike 15 2 30 13.21585903
neutral 25 3 75 33.03964758 3.026666667
like 25 4 100 44.05286344
strongly like 3 5 15 6.607929515
75 15 227 100
The above data represents that respondents had a Neutral attitude towards mobile based form
of advertisements.
44
4. Does the information in the advertisement content affect your purchase decision
during lockdown?
disagree strongly Strongly

11% disagree agree
1% 10%
neutral
33% agree
45%
Interpretation:- The above data represents that information about the product in the
mobile advertisement affect their purchase decision 45% agreed to the fact that it affects
them , 33% of the respondents stayed neutral and around 11% disagreed
5. Do you find it important to be able to control which advertisement you will

actually receive?
19%
52% Important
29% neutral
not important
Interpretation: - The above data represents that 52% of the respondents would like to
control the advertisement and 19% respondents found it not important.
45
6. Do you consider the mobile a more valued marketing channel than the
traditional ones?
7%
22%
15% strongly agree
agree
neutral
disagree
strongly disagree
56%
Interpretation: - the above data represents that 56% of the respondents agreed to the fact
that mobile advertisement is a more better marketing prospect than traditional form of
marketing and around 7% of the respondents disagreed to the fact
7. Do you consider mobile advertising a trustworthy advertising tool compared

to traditional advertising tools?
3%
11%
19%
strongly agree
agree
neutral
37% disagree
strongly disagree
30%
Interpretation: - when questioned about mobile advertisement being a trustworthy

advertisement tool compared to traditional advertising tool 37% agreed to the fact while
30% stayed neutral and 19% disagreed.
46
8. Would you consider receiving mobile advertisements on your phone during lockdown
due to covid 19?
yes no
36%
64%
Interpretation: - The above data represents that. 36% of respondents would like to receive
mobile advertisements and 64% of respondents would not like to receive advertisements
on their mobiles
IN CASE OF RESPONDENTS SAYING NO
reasons respondents dont want

advertisements on their mobile
50.00%
45.00%
47.20%
40.00%
35.00% 39.60%
30.00%
25.00%
20.00%
15.00% 20.80%
10.00%
5.00% 9.40% 3.80%
0.00%
waste of time concerned lack of trust voilation of others
about private life
receiving
spams
Interpretation: - The above data represents the various reasons why respondents would
not like to receive advertisements on their cell phones
47
9. Would your attitude towards mobile advertising change if you had the possibility
of choosing what kind of ad you actually receive on your phone?
3% 1%
16%
20% Strongly agree
agree
neutral
Disagree
Strongly disagree
60%
Interpretation: - the above data represents the possibility of change in attitudes of people if
they have a chance of choosing what kind of ads they actually want to receive. Around 60%
of the people agreed to the fact that their attitude might change and around 16% of the
respondents strongly disagreed.
10. What factors do you think affect your buying behavior when you see a certain
FMCG product advertisement on your mobile? Rate the following factors on a scale of
1 to 5(‘1' being "In-effective" and '5' being "Most-effective")
ineffective less effective neutral effective most effective
33 34 33
32
26
23 23
25 2526 23 23
17 17 17 16
13 14
11 10 10 10
6 7 7 7
5 4 6 5 5
3 2 4 3
attractiveness promotion discounts and presence of brand names online other factors
of policy of the deals offered celebrities customer
advertisment company by the review
company
48
Interpretation: -
Attractiveness of Advertisement
weighted
responses weights weight*responses percentage average
ineffective 11 1 11 4.508196721
less effective 5 2 10 4.098360656
neutral 23 3 69 28.27868852 3.253333333
effective 26 4 104 42.62295082
most effective 10 5 50 20.49180328
75 15 244 100
The above data represents the responses of respondents on the basis of certain factors where
respondents had a NEUTRAL outlook towards Attractiveness of Advertising.
promotional policy of the company

weighted
ineffective 3 1 3 1.219512195
less effective 13 2 26 10.56910569
neutral 23 3 69 28.04878049 3.28
effective 32 4 128 52.03252033
most effective 4 5 20 8.130081301
75 15 246 100
respondents had a NEUTRAL outlook towards Promotional policy of the company.
Discounts and deals offered by the company

ineffective 2 1 2 0.709219858
less effective 6 2 12 4.255319149
neutral 17 3 51 18.08510638
effective 33 4 132 46.80851064 3.76
most effective 17 5 85 30.14184397
75 15 282 100
respondents had a Effective outlook towards Discounts and deals offered by the company.
49
Presence of celebrity
ineffective 10 1 10 4.587155963
less effective 17 2 34 15.59633028
neutral 25 3 75 34.40366972 2.906666667
effective 16 4 64 29.35779817
most effective 7 5 35 16.05504587
75 15 218 100
respondents had a Neutral outlook towards Presence of celebrity.
Brand Name
ineffective 6 1 6 2.097902098
less effective 4 2 8 2.797202797
neutral 14 3 42 14.68531469
effective 25 4 100 34.96503497 3.81
most effective 26 5 130 45.45454545
75 15 286 100
respondents had a Effective outlook towards Brand Name.
Online Customer review

ineffective 3 1 3 1.020408163
less effective 5 2 10 3.401360544
neutral 10 3 30 10.20408163
effective 34 4 136 46.2585034 3.92
most effective 23 5 115 39.11564626
75 15 294 100
respondents had a Effective outlook towards Online Customer Review.
50
other factors
ineffective 5 1 5 1.742160279
less effective 7 2 14 4.87804878
neutral 7 3 21 7.317073171
effective 33 4 132 45.99303136 3.82
most effective 23 5 115 40.06968641
75 15 287 100
respondents had a Effective outlook towards other factors
11. Please rate the following mediums of mobile advertising on a scale of 1 to 5. ('1'
being "In-effective" and '5' being "Most-effective")
in effective less effective neutral effective most effective
26 27
23 23 22 22
20 19
18
13 13 13 13
11 10 10
7 6
5 5
sms advertising mms advertising mobile video mobile applications
Interpretation: -
SMS advertising
weighted
ineffective 11 1 11 4.867256637
less effective 23 2 46 20.3539823
neutral 18 3 54 23.89380531 2.860759494
effective 20 4 80 35.39823009
most effective 7 5 35 15.48672566
79 15 226 100
The above data represents the responses of respondents on the basis of certain points where
respondents had a NEUTRAL outlook towards SMS Advertising.
51
mms advertising
weighted
ineffective 13 1 13 5.882352941
less effective 13 2 26 11.76470588
neutral 23 3 69 31.22171946 2.907894737
effective 22 4 88 39.81900452
most effective 5 5 25 11.31221719
76 15 221 100
respondents had a less effective outlook towards MMS Advertising.
Mobile Video advertising

weighted
ineffective 10 1 10 4.329004329
less effective 13 2 26 11.25541126
neutral 22 3 66 28.57142857 3.039473684
effective 26 4 104 45.02164502
most effective 5 5 25 10.82251082
76 15 231 100
respondents had a Neutral outlook towards Mobile Video Advertising.
Mobile Apps advertising

weighted
ineffective 10 1 10 4.329004329
less effective 13 2 26 11.25541126
neutral 19 3 57 24.67532468 3.08
effective 27 4 108 46.75324675
most effective 6 5 30 12.98701299
75 15 231 100
respondents had a Neutral outlook towards Mobile Apps Advertising.
52
Objective wise Data representation and analysis:
[discount
and deals [presence of
[attractiveness [promotional offered by celebrities in [online
Variables of the policy of the the the [brand customer [price
(SMS) advertisement] company] company] advertisements] name] reviews] information]
correlation 0.056781297 0.146632824 0.246320916 0.362410252 0.270239648 0.229861853 0.328904929
INTERPRETATION: - There is low degree of correlation between effectiveness of SMS

form of advertising and factors like attractiveness of the advertisement, promotional policy
of the company, discount and deals offered by the company, presence of celebrities in the
advertisements, brand name, online customer review and price information.
[discount
[attractiveness [promotional offered by celebrities in [online
Variables of the policy of the the the [brand customer [other
(MMS) advertisement] company] company] advertisements] name] reviews] factors]
0.275165517 0.209608333 0.312407222 0.458456313 0.229206026 0.239056653 0.237294263
correlation
INTERPRETATION: - There is low degree of correlation between effectiveness of MMS

form of advertising and factors like attractiveness of the advertisement, promotional policy of
the company, discount and deals offered by the company, presence of celebrities in the
advertisements, brand name, online customer review and price information.
[discount
Variables [attractiveness [promotional offered by celebrities in [online
(video of the policy of the the the [brand customer [ other
based) advertisement] company] company] advertisements] name] reviews] factors]
0.538798727 0.345662644 0.317382683 0.394335408 0.267454435 0.19442175 0.145477907
correlation
INTERPRETATION: - There is low degree of correlation between effectiveness of Video

based form of advertising and factors like attractiveness of the advertisement, promotional
policy of the company, discount and deals offered by the company, presence of celebrities in
the advertisements, brand name, online customer review and price information
53
[discount
and deals
Variables [attractiveness [promotional offered by [presence of [online
(video of the policy of the the celebrities in the [brand customer [other
based) advertisement] company] company] advertisements] name] reviews] factors]
0.425837 0.303757 0.364982 0.211536 0.257219 0.214703 0.147272
correlation
INTERPRETATION: - There is low degree of correlation between effectiveness of Video

based form of advertising and factors like attractiveness of the advertisement, promotional
policy of the company, discount and deals offered by the company, presence of celebrities in
the advertisements, brand name, online customer review and price information.
54
CHAPTER 6
INTERPRETATION OF FINDINGS
The rate of people using cell phones is increasing day by day so there was a need to evaluate
models of advertising through cell phone network and also to identify factors impacting the
buying behavior of consumers with respect to FMCG sector.
 55% of the respondents were Aware with the term Mobile advertisements,
18% of the respondents were well known with it and around 9% of the
respondents had barely heard about it.
 29% the respondents daily came in contacts with these FMCG
products ads on their cell phones, 44% of the respondents came in
contact couple of times a week and around 4% came in contact once a
month or less.
 The respondents had a Neutral attitude towards both form of
advertisements i.e. general form and mobile based form of
advertisements
 45% of the respondents agreed to the fact that information in the
advertisement affect their purchase decision whereas 33% of the respondents
stayed neutral and around 11% disagreed
 52% of the respondents would like to control the advertisement and 19%
respondents found it not important as such
 56% of the respondents agreed to the fact that mobile advertisement is a
more better marketing prospect than traditional form of marketing and
around 7% of the respondents disagreed to the fact.
 37% of the respondents agreed to the fact that mobile advertising a
trustworthy advertising tool compared to traditional advertising tools while
30% stayed neutral and 19% disagreed.
 36% of respondents would like to receive mobile advertisements and 64%
of respondents would not like to receive advertisements on their mobiles.
 Around 60% of the people agreed to the fact that their attitude might
change and around 16% of the respondents strongly disagreed.
 Respondents had a NEUTRAL outlook towards factors like Attractiveness of
Advertising, Promotional policy of the company, Presence of celebrity
 Respondents on the basis of certain factors where respondents had an
Effective outlook towards Discounts and deals offered by the company,
online customer reviews.
 Respondents had a NEUTRAL outlook towards SMS Advertising, mobile
apps advertising and mobile video advertising
 Respondents had a Less effective outlook towards MMS Advertising.
 When different channels of Mobile Advertisement Correlated with
different factors impacting the buying behavior of consumers it is found
that all the channels have a low degree of correlation.
55
CHAPTER 7
LIMITATIONS
 The major limitation of this study is that it was conducted in Uttar Pradesh alone,
while the work culture of organizations other than in Agra, Uttar Pradesh may be
different. The research is only limited to 80 cell phones users and it is only confined
towards the FMCG sector.
 Convenience sampling method is used to collect data
SUGGESTIONS
 The number of companies advertising online is soaring, but even then, fraud and
deception may reduce consumer confidence. Therefore, it should be ensured that
products and services are described truthfully in online advertisements.
 Trust and confidence can be built in online business by taking the permission of
customers.
 To avoid interference in work, advertisements should be designed to meet the

preferences of target customers or target audience.
CONCLUSION
This research study was conducted to find out the effectiveness of mobile advertising on the
buying behaviour of people during lockdown, as the number of cell phone users in India is
soaring and during lockdown online selling is increased. Advertising on mobile sites or
directly to mobile seems more effective in marketing. These days, most of the people are
investing time on internet via smart phones. They start and end their days with mobile. Now -
a- days people are visiting sites more with a mobile phone when compared with desktop.
Companies are more inclined towards making marketing strategies which expand and
enhances their business based on mobile marketing. The research study showed low degree of
correlation between different channels of mobile advertising and factors affecting the buying
behaviour of consumers
56
CHAPTER 8
REFERENCES
WEBSITES
 www.investopedia.com
 www.wikipedia.com
JOURNAL
 Arshad Hafiz Muhammad Arshad, Dr. Noor Mudasar, Noor Nabila, Ahmad Wasim,
Javed Sara (2014), Impact of Effective Advertising on Consumer Buying Behavior,
Journal of Basic and Applied scientific research
 Melody M. Tsang, Shu-Chun Ho, and Ting-Peng Liang, Consumer Attitudes Toward
Mobile Advertising: An Empirical Study International Journal of Electronic
Commerce / Spring 2004, Vol. 8, No. 3, pp. 65–78.
 Huq,Sheikh Majedul , Alam,S. M. Shahedul , Md. Nekmahmud, Mst. Shuly Aktar,

Alam, S. M. Shamiul. Customer‟s Attitude Towards Mobile Advertising in
Bangladesh. International Journal of Business and Economics Research. Vol. 4, No.
6, 2015, pp. 281-292.
 Dr.Sethi.ganesh,Singh M. Indrakumar The Impact of Mobile Advertisement on the

students of manipur university. (2017). International Journal of Science and Research
(IJSR) ISSN (Online): 2319-7064 Index Copernicus Value (2015): 78.96
 Prof. Dr. Selda Ene, Prof. Dr. Betül Özkaya, The Role of Mobile Advertising on
Consumers' Purchase Decisions: A Research on Consumer Attitudes towards Mobile
Advertising, International Journal of Humanities and Social Science Vol. 5, No. 1;
January 2015, ISSN 2220-8488 (Print), 2221-0989 (Online)
 Humayun Kabir Chowdhury, Nargis Parvin, Christian Weitenberner, Michael Becker,

CONSUMER ATTITUDE TOWARD MOBILE ADVERTISING IN AN
EMERGING MARKET: AN EMPIRICAL STUDY ,International Journal of Mobile
Marketing December 2006 VOL. 1 NO. 2
57
APPENDIX
QUESTIONNAIRE
Q1. (Familiarity with Mob Ad) Are you familiar with the expression mobile advertising since
earlier?
 Totally unknown to me
 Barely heard about it
 Neutral
 Aware
 Well known for me
Q2. How often do you come in contact with advertisements targeting you directly in
lockdown period?
 Everyday
 Couple of times a week
 Once a week
 Couple of times every month
 Once a month or less
Q3. What is your attitude towards advertisement
Strongly dislike Dislike Neutral Like STRONGLY LIKE

General based
Mobile based
Q4. The information in the advertisement content affect your purchase decision during
lockdown?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q5. Do you find it important to be able to control which advertisement you will actually
receive?
 Not Important
 Neutral
 Important
58
Q.6.Do you consider the mobile a more valued marketing channel than the traditional ones?
 Strongly agree
 Agree
 Neutral
 Disagree
Q.7.Do you consider mobile advertising a trustworthy advertising tool compared to
traditional advertising tools?
 Strongly agree
 Agree
 Neutral
 Disagree
Q8. Would you consider receiving mobile advertisements on your phone during lockdown
due to covid 19?
 Yes
 No
Q9. If your answer to Question 8 is No, Why? (Choose between several answers)
 Waste of time
 Concerned about receiving spam to my mobile phone
 Lack of trust for the mobile phone as a marketing channel
 Consider my self -having lack of knowledge about mobile advertising
 Would see this as a violation of my private life
Q.10.Would your attitude towards mobile advertising change if you had the possibility of
choosing what kind of ad you actually receive on your phone?
 Strongly agree
 Agree
 Neutral
 Disagree
59
Q.11 What factors do you think affect your buying behavior when you see a certain FMCG
product advertisement on your mobile? Rate the following factors on a scale of 1 to 5(„1'
Less Most
Ineffective Neutral Effective
effective effective
attractiveness of the
advertisement
promotional policy of the
company
discount and deals offered by
the company
presence of celebrities in the
advertisements
brand name
online customer reviews
Q,12. Please rate the following mediums of mobile advertising on a scale of 1 to 5. ('1'
Ineffectiv Less Neutra Most

Effective
e effective l Effective
SMS Advertising: The text
messages that are sent to a phone
are called SMS messages by
which company offers coupons
and announce upcoming sales to
the public.
MMS Advertising: Multimedia
Messaging Services which
includes short text ads, long text
ads, banner ads, audio ads, video
ads.
Mobile Video: Ad breaks, Linear
breaks, Linear breaks, Nonlinear
ad breaks, interactive mobile
video
Mobile Applications: In-app
display advertising units,
integrated ads.
60
PERSONAL INFORMATION
NAME
AGE
□ <20 years
□ 21- 30 years
□ 31- 40 years
□ 41- 50 years
□ >51 years
GENDER □ Male □ Female
61

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Directorate of Distance Education

A STUDY ON THE EFFECTIVENESS OF MOBILE ADVERTISING

Directorate of Distance Education Swami

Submitted for partial fulfillment for award of the degree in

Name of the Student- Akrati Nagi Under Supervision

Signature of the Student Signature of the Guide

Name of the Student- Akrati Nagi Under Supervision

Mobile advertising targets users according to specified demographics. Mobile networks

Mobile advertising can be done in the following ways:

According to Unruly‟s „COVID-19 Consumer Survey‟, 60% of respondents are

As consumer behavior changes, advertisers need to adjust to make the messages

How digital marketing influences consumer behavior:

Unreliable clientele loyalty

Consumers exhibit a lower level of patience

Provides consumers with a more customized shopping experience

Consumers are Performing Online Research

The Overall Word-Of-Mouth

Unreliable Loyalty from Clients

Consumers Don’t Have Much Patience

Look for Impulse Marketing

Two: Customers are Experimenting

Three: Customers Engage More with the Brands They Love

Six: Artificial Intelligence

Eight: Customers Are Buying on A Whim

Wrapping Up on how digital marketing affects consumer behavior.

1. Understanding Consumer Needs and Desires

By analyzing consumer behavior patterns, preferences, and online interactions, businesses

2. Personalization and Targeting

By delivering personalized content and offers based on consumer preferences, digital

By consistently delivering valuable and engaging content, companies can position

5. Social Proof and User-generated Content

6. Convenience and Accessibility

3. Digital marketing in contrast to old traditional marketdelivers a hassle-free system that

4. In past years with introduction of consumers to digitalmarketing system have become

6. Hence, digital marketing helps to discover strategiesresulting to more profitable avenues.

7. Digital marketing have a significance impact onconsumer buying behaviour by influencing

digital marketing on consumers and their behavior.

1. The Proliferation of Social Media

3. Engagement and Rapport

4. Reviews are Important

5. Customer Care should be emphasized

You have to harness the advantages of personalization to be able to impact consumers’

7. CONSUMER 2006 It stated that high 1. Md. The

10 Attitudes towards 2011 The aim of this 1.Ercan Keser Literature on

for SMEs in Croatia.

Research Type: Exploratory study

 Area covered : Agra District

familiarity with mobile advertisement

strongly dislike dislike neutral like strongly like

general form of advertisement mobile based advertisement

general form of advertisement

mobile based form of advertisement

disagree strongly Strongly

5. Do you find it important to be able to control which advertisement you will

7. Do you consider mobile advertising a trustworthy advertising tool compared

Interpretation: - when questioned about mobile advertisement being a trustworthy

IN CASE OF RESPONDENTS SAYING NO

reasons respondents dont want

ineffective less effective neutral effective most effective

promotional policy of the company

Discounts and deals offered by the company

Online Customer review

in effective less effective neutral effective most effective

sms advertising mms advertising mobile video mobile applications