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MBA III SEMESTER PROJECT REPORT
“AN ANALYSIS ON EVOLVING MARKETING TRENDS IN THE

DIGITAL ERA”
Project Report submitted in partial fulfillment of the requirements for the
award of the Degree of
MASTER OF BUSINESS ADMINISTRATION

of
BENGALURU NORTH UNIVERSITY
By
ADITYA WASNIK
Reg NO: P19RL22M015005
Under the guidance of

MS. SMITHA S
ASSISTANT PROFESSOR
REGIONAL COLLEGE OF MANAGEMENT BANGALORE
Plot No 34/4 and 34/5, Mudugurki, Devanahalli,

Bangalore – 562 110
2022–20
DECLARATION
I, the undersigned, hereby declare that the Project Report entitled “AN ANALYSIS ON
EVOLVING MARKETING TRENDS IN THE DIGITAL ERA”. Written and submitted
by me to the Bengaluru North University, in partial fulfillment of the requirement for the award
of the degree of Master of Business Administration under the guidance of Assistant Professor
MS. SMITHA S is my original work, and the conclusions are drawn therein are based on the
material collected by myself.
Place: - Bangalore Name: - ADITYA WASNIK
Date: - Registration Number: - P19RL22M015005

CERTIFICATE OF GUIDE
This is to certify that the project report on “AN ANALYSIS ON EVOLVING MARKETING
TRENDS IN THE DIGITAL ERA”. submitted by ADITYA WASNIK Registration number
P19RL22M015005 to Bengaluru North University, for the award of the degree of MASTER OF
BUSINESS ADMINISTRATION, is a record of work carried out by him under my guidance. The report
is the result of his efforts and endeavors. This has not been submitted to any other University or
Institution for the award of any degree/diploma certificate.
Place: Bangalore Signature of Guide
Date:
REGIONAL COLLEGE OF MANAGEMENT BANGALORE
(Approved by AICTE, affiliated to Bengaluru North University)
CERTIFICATE OF ORIGINALITY
This is to certify that the 3rd SEM Project report entitled on “AN ANALYSIS ON
EVOLVING MARKETING TRENDS IN THE DIGITAL ERA” is an original work of
Mr. ADITYA WASNIK Bearing Registration Number P19RL22M015005 and is being
submitted in partial fulfilment for the award of the Master of Business Administration under
“Bengaluru North University”, Kolar. The report has not been submitted earlier either to this
any University/institution for the fulfilment of the requirement of any course of the study. Mr.
ADITYA WASNIK is guided by Assistant Professor MS. SMITHA S who is the Faculty
Guide as per the regulations of Bengaluru North University.
SIGNATURE AND SEAL OF DIRECTOR/ PRINCIPAL

ACKNOWLEDGEMENT
I take the opportunity to express my gratitude to all of them who in some way helped me to
accomplish this challenging project “AN ANALYSIS ON EVOLVING MARKETING
TRENDS IN THE DIGITAL ERA”. No amount of written expression is sufficient to show my
deepest sense of gratitudeto them. I am extremely thankful and pay my gratitude to my faculty guide
Assistant Prof. MS. SMITHA S of Management and Research for her valuable guidance and support
on the completion of this project in its present.
I would like to gratefully acknowledge BENGALURU NORTH UNIVERSITY, for this

opportunity, REGIONAL COLLEGE OF MANAGEMENT BANGALORE, for
facilitating the completion of this project. I would like to express my deep sense of gratitude
towards all those who directly or indirectly helped me in the successful completion of the
project.
Place: Bangalore Name: ADITYA WASNIK
Date: Registration Number: P19RL22M015005

EXECUTIVE SUMMARY
The analysis of evolving marketing trends in the digital era provides a comprehensive overview of
the dynamic shifts in marketing strategies and consumer behavior influenced by the digital
landscape. It delves into the transition from traditional to digital marketing, emphasizing the
growing prominence of online platforms, social media, and mobile channels as key avenues for
reaching and engaging audiences. Additionally, the analysis identifies influential trends such as
influencer marketing, personalized content, and omnichannel approaches as pivotal forces
reshaping the digital marketing domain. Moreover, it underscores the profound impact of digital
marketing on consumer behavior, highlighting the increasing reliance on online reviews, social
media endorsements, and interactive content in shaping purchasing decisions. The integration of
advanced technologies like artificial intelligence, augmented reality, and data analytics in
optimizing digital marketing strategies is also a focal point. While acknowledging challenges such
as information overload and privacy concerns, the analysis emphasizes the opportunities presented
by the global reach, real-time engagement, and cost-efficiency offered by digital marketing
platforms. In conclusion, the analysis underscores the essentiality for businesses to embrace
innovation, personalization, and ethical practices to effectively engage and resonate with digital-
savvy consumers in this ever-evolving digital marketing environment. Artificial intelligence and
automation streamline marketing processes, enhancing efficiency and enabling more targeted
campaigns. The shift towards immersive technologies like augmented reality and virtual reality
provides innovative avenues for customer interaction. E-commerce experiences substantial
growth, propelled by convenience-driven consumer behaviors and the ongoing digitalization of
retail. The analysis underscores the imperative for businesses to remain agile, embracing these
evolving trends to stay competitive in an ever-changing digital landscape. It highlights key findings
and recommendations without going into excessive detail. In today's business landscape, digital
marketing plays a crucial role in reaching and engaging with consumers. The emerging trends in
digital marketing include data-driven marketing, personalization, automation, artificial
intelligence, and voice search optimization. These trends have a significant impact on consumer
behavior, preferences, and expectations, with digital-savvy consumers seeking personalized and
targeted marketing messages. Businesses must adapt to these trends through digital transformation,
enhanced customer engagement, and the utilization of data analytics for decision-making. While
there are challenges in adopting evolving marketing trends, such as technological advancements
and increased competition, there are also opportunities for businesses to reach wider audiences,
increase brand visibility, and drive customer loyalty.
TABLE OF CONTENTS
SERIAL TOPIC PAGE

NUMBER NUMBER
CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION TO MARKETING TRENDS IN 2

DIGITAL ERA
1.2 THEORETICAL BACKGROUND OF THE STUDY 3-4
1.3 NEED OF THE STUDY 4
CHAPTER 2
REVIEW OF LITERATURE AND RESEARCH

METHODOLOGY
2.1 REVIEW OF LITERATURE 6-10
2.2 STATEMENT OF THE PROBLEM 10-11
2.3 SCOPE OF THE STUDY 12
2.4 OBJECTIVE OF THE STUDY 12
2.5 HYPOTHESIS OF THE STUDY 13
2.6 RESEARCH METHODOLOGY 13-15
2.7 TOOL FOR COLLECTION OF DATA 15-16
2.8 LIMITATION OF THE STUDY 16

SERIAL TOPIC PAGE
NUMBER NUMBER
CHAPTER 3
COMPANY PROFILE
3.1 PROFILE OF THE SELECTED ORGANIZATION 18-31
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
4.1 DATA ANALYSIS AND DATA INTERPRETATION 33-64
CHAPTER 5
FINDINGS, SUGGESTIONS, CONCLUSIONS

& BIBLIOGRAPHY
5.1 FINDINGS 66-68
5.2 SUGGESTIONS TO THE ORGANIZATION 69-71
5.3 CONCLUSION 72
5.4 BIBLIOGRAPHY 73-74
5.5 ANNEXURE 75-81

LIST OF TABLES
NUMBER TITLE PAGE

OF NUMBER
TABLE
CHAPTER 4
TABLE 1 Table showing age of respondents. 39
TABLE 2 Table showing state of respondents. 40
TABLE 3 Table showing gender of respondents. 41
TABLE 4 Table showing respondent spending time in internet. 42
TABLE 5 Table showing respondents preference. 43
TABLE 6 Table showing respondents preference towards online 44

shopping.
TABLE 7 Table showing respondents motivation towards buying 45

commodities online.
TABLE 8 Table showing, which of these commodities respondents 46

usually order online.
TABLE 9 Table showing how often respondents place order online. 48
TABLE Table showing source for the respondents to find the 49

10 commodities online.
LIST OF TABLES
NUMBER TITLE PAGE

OF NUMBER
TABLE
TABLE 11 Table showing, how often respondents search for commodities. 50
TABLE 12 Table showing respondents primary objectives to place an order 52

online.
TABLE 13 Table showing respondents nature of purchase. 53
TABLE 14 Table showing how often respondents respond on Ads. 54

on web.
TABLE 15 Table showing how often respondents reply to small 56
surveys.
TABLE 16 Table showing how often respondents provide feedback 57
after their purchase.
TABLE 17 Table showing how often respondents compare 58
products various platforms.
TABLE 18 Table showing, which of the following respondents use 59
the most.
TABLE 19 Table showing social media platforms used by 60
respondents.
TABLE 20 Table showing what influences respondent to check 61
product online
TABLE 21 Table showing how often respondents promote profile 62
in online platform
TABLE 22 Table showing respondents get influenced with 63
sponsored Ads
TABLE 23 Table showing online media page handling ability of 64
respondent
NUMBER TITLE PAGE
OF TABLE NUMBER
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION CHAPTER
GRAPH 1 Graph showing age of respondents 38
GRAPH 2 Graph showing state of respondents. 39
GRAPH 3 Graph showing gender of respondents. 40
GRAPH 4 Graph showing respondent spending time in internet. 41
GRAPH 5 Graph showing respondents preference 42
GRAPH 6 Graph showing respondents preference towards online 43

shopping.
GRAPH 7 Graph showing respondents motivation towards buying 44

commodities online
GRAPH 8 Graph showing which of these commodities respondents 45

usually order online
GRAPH 9 Graph showing how often respondents place order online. 47
GRAPH 10 Graph showing source for the respondents to find the 49

commodities online.
GRAPH 11 Graph showing, how often respondents search for 50

commodities.
GRAPH 12 Graph showing respondents primary objectives to place an 51
order online.
GRAPH 13 Graph showing respondents nature of purchase 52
GRAPH 14 Graph showing how often respondents respond on Ads. on 54

web.
GRAPH 15 Graph showing how often respondents reply to small surveys. 55
GRAPH 16 Graph showing how often respondents provide feedback after 56

their purchase.
GRAPH 17 Graph showing how often respondents compare products 57
various platforms
GRAPH 18 Graph showing which of the following respondents use the 58
most.
GRAPH 19 Graph showing social media platforms used by respondents. 59
GRAPH 20 Graph showing what influences respondent to check product 60

online
GRAPH 21 Graph showing how often respondents promote profile in 61
online platform
GRAPH 22 Graph showing respondents get influenced with sponsored 62
Ads
GRAPH 13 Graph showing online media page handling ability of 63

respondent
AN ANALYSIS ON EVOLVING MARKETING TRENDS IN THE DIGITAL ERA
CHAPTER 1
INTRODUCTION
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1.1 INTRODUCTION
Digital marketing utilizes the power of electronic commerce to sell and market products. Electronic
commerce refers to any market on the internet. Electronic commerce supports selling, buying,
trading of products or services over the internet. Digital marketing forms a subset of electronic
commerce. With the outburst of internet growth, digital marketing has started becoming very
popular. It is said that Digital marketing first began in the beginning of 1990 with just text-based
websites which offered product information. With growth in internet, it is not just selling products
alone, but in addition to this, information about products, advertising space, software programs,
auctions, stock trading and matchmaking. A few companies have revolutionized the way, internet
can be used for marketing, such as Google.com, Yahoo.com, Facebook.com, X.com and
Youtube.com. Digital marketing has brought forth so many strategies such as affiliate marketing
which consists of pay per click, pay per view, pay per call, pay per click advertising. Affiliate
marketing also includes banner advertisements. In addition to this e-mail marketing, viral
marketing, interactive advertising, blog or article-based marketing are also popular. There are
newer marketing techniques being invented all the time. It is important to know how the trend
would be. Companies are inventing new techniques to find better ways to make revenue and
establish their brand on the internet. Consumers are becoming more and smarter. They don’t want
to be a party to the internet advertising campaigns made by companies unless they get some
incentive in doing so. They would be quite keen in participating in campaigns provided they are
compensated in some way by the companies. There are usually 2 or 3 parties involved in digital
marketing. It is companies and end users or companies, internet marketing companies and end
users. If it is a two-party model then companies themselves directly gets revenue from the end
users. If it is a three-party model then internet marketing service providers acts as intermediate
revenue providers for companies. In order to attract end users, they can share a part of their revenue
which they receive from the companies with them. Internet marketing serves three business
models. They are the B2B model, B2C model and P2P model. The B2B model deals with complex
business to business transactions and internet advertising helps bring revenue to both. B2C model
involves direct interaction between the business and customer. P2P model involves distributed
computing which exploits individual exchange of goods and services. P2P model was mostly
useful for distribution of video and data. But due to copyright problems P2P models have had
troubles.

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1.2 THEORETICAL BACKGROUND OF THE STUDY

The theoretical background of the study on "An Analysis of Marketing Trends in the Digital Era"
is anchored in key frameworks that offer a conceptual lens for understanding the intricate
dynamics of contemporary marketing strategies within the digital landscape. Leveraging the
Technology Adoption Model (TAM), proposed by Davis (1989), the study seeks to discern the
factors influencing the adoption of new marketing technologies by both businesses and
consumers. This theoretical framework elucidates the process through which digital innovations
gain acceptance, providing insights into the rate at which transformative technologies are
embraced within the marketing domain.
Additionally, Rogers' Diffusion of Innovations Theory (1962) guides the study in comprehending
how novel marketing practices disseminate across different segments of the market. Categorizing
consumers into distinct groups based on their readiness to adopt innovations, this theory aids in
assessing the pace and patterns of adoption for emerging digital marketing trends. Complementing
these adoption-focused theories, the Integrated Marketing Communications (IMC) Model, as
proposed by Schultz and Kitchen (2000), becomes integral. This model underscores the necessity
of synchronized communication across various marketing channels, offering a conceptual
framework for orchestrating cohesive and consistent messages in the dynamic digital landscape.
Furthermore, consumer behavior theories, such as the Theory of Planned Behavior (Ajzen, 1991)
and the Theory of Reasoned Action (Fishbein & Ajzen, 1975), provide a psychological foundation
for understanding how consumers make decisions in the digital era. These theories illuminate the
motivations and perceptions that shape consumer engagement with personalized digital marketing
strategies and interactive experiences. The Innovation-Decision Process, articulated by Everett
Rogers (1962), complements the Diffusion of Innovations Theory by delineating the stages
through which businesses progress in adopting innovative marketing strategies.
Moreover, personalization frameworks grounded in the Self-Determination Theory (Deci & Ryan,
1985) and the Hyper personal Model (Walther, 1996) enrich the study's understanding of how
tailored content and personalized experiences fulfil psychological needs, fostering deeper
connections between brands and consumers. Lastly, the Digital Natives and Immigrants
framework by Prensky (2001) contributes to contextualizing the digital upbringing of consumers
and marketers, offering insights into the varying approaches individuals have toward digital
technologies based on generational exposure.
Incorporating these diverse theoretical perspectives, the study aims to provide a robust theoretical
foundation for the analysis of marketing trends in the digital era. Each theory contributes a unique

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lens, enabling a comprehensive examination of the intricate relationships between technological

innovations, consumer behaviours, and the ever-evolving landscape of digital marketing.
1.3 NEED FOR THE STUDY

The study on the evolving marketing trends in the digital era is crucial for businesses and
marketers. The advancements in technology and the widespread adoption of digital platforms have
fundamentally changed the way businesses engage with consumers. In order to thrive in this digital
landscape, it is essential to stay updated and adapt to the evolving marketing trends. By analyzing
these trends, businesses can gain insights into consumer behavior and preferences, identify new
opportunities for growth, and remain competitive in the market. Additionally, understanding the
impact of emerging technologies such as automation, AI, and data-driven marketing allows
businesses to make informed decisions and optimize their marketing strategies. Overall, the study
on evolving marketing trends in the digital era is instrumental in helping businesses navigate the
digital landscape, drive customer engagement, and achieve marketing success. As the digital era
continues to reshape consumer behaviors, technology landscapes, and market dynamics,
businesses face the imperative to stay agile and informed about the latest marketing trends. This
study serves as a strategic compass for organizations, offering insights that are instrumental for
decision-making and long-term sustainability. Understanding and adapting to evolving marketing
trends are essential for maintaining a competitive edge, fostering innovation, and responding
effectively to shifting consumer expectations. Moreover, the study contributes not only to practical
applications in the business world but also to academic discourse by advancing our understanding
of the complex interplay between technology, consumer preferences, and marketing strategies. By
examining the nuances of social media dominance, personalization strategies, AI integration, e-
commerce growth, and other key trends, this research equips businesses with the knowledge
needed to optimize resource allocation, enhance customer experiences, and navigate the
challenges and opportunities presented by the digital era.

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CHAPTER 2
REVIEW OF LITERATURRE
&
RESEARCH METHODOLOGY

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2.1 REVIEW OF LITERATURE
Most of the scholars have defined Marketing as an innovative practice adopted by the business
organizations in order to execute the study of customer in reference with –
 What customers want?
 How this can be produced?
 What will be the sound pricing of this need satisfying bundle?
 Which place will be convenient for both seller and buyer?
 How the satisfaction is released from the merchandise sold?
Coviello, Milley and Marcolin defines e-Marketing as “Using the internet and other interactive
technologies to create and mediate dialogue between the firm and identified customers”,
different researchers have pointed out the Digital Marketing and expansion of Online Banking
Services in different horizons, while at the same time the expansion of both is parallel and
simultaneous. For the analysis of cost structure related with the Traditional and Electronic
expenditure, we have taken implementation techniques of ABC (Activity Based Costing). The
study concludes that the used and implementation of Digital Marketing provides companies
an edge over the expenditure which appears as the additional revenue for the company. It is
also evident from the study that the appropriate decrease in the transaction cost for companies
after electronic channels was relatively higher than that of the traditional channels. Siam
(2006) found the profitability of Jordanian Banks was affected by the Electronic Banking
services, the study tried to investigate the reasons behind provision of Electronic Banking
Services through the internet and their impact on Banking Services as a whole. Evolution of
Digital Marketing: IBM in 1981 launched the first Personal Computer, in 1980s for the first
time Channel Net erstwhile Soft Ad Group (An Research Article Volume 6 Issue No. 5
International Journal of Engineering Science and Computing, May 2016 5301 http://ijesc.org/
Advertising company which tried to incorporate several Advertising campaigns in the soft
form with the help of digitalization of Advertising) introduced the concept of Digital
Marketing, this then has given rise to the promotional attempts such as Reader Reply Cards
found in magazines and in return receiving the floppy disks which consist of multimedia
content, then 1990 the term Digital Marketing was used in a different context and the phase of
Digital Marketing started changing, 1995 was the year when the total number of internet users
worldwide was 16 Million which was changed to 558 Million in 2002 and average time spent
by Americans were spending time on internet in 1996 was 30 minutes a day and in 2014 the

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average time spent by an American on internet is approximately 11 Hours a day, however the
popularity remained limited due the slow growth of internet affordability and adaptability of
Internet with less usage of service/host offering the web hosting, the new millennium has given
the actual recognition to the term Digital Marketing and by the end of 2005 the real
significance was pointed out by the majority of the users. Zuckerberg started Facebook in
February 2004, Google launched Gmail in April 2004, and Twitter was launched in March
2006. Growth of Digital Marketing in 2010 was estimated approximately 48%. 2012 and 2013
are the years which have so far traced as the favourable most time for the term Digital
Marketing, statistics related with the Digital Marketing reflects that the developed economies
have faced the maximum expansion in Digital Marketing practices, among such Economies
Australia was leading and followers were United States of America and Luxembourg. 48% of
marketers feel highly proficient in digital marketing. 68% of marketers feel more pressured to
show return on investment on marketing spend. Only 40% of marketers think their company's
marketing is effective.
Introduction and Evolution of Digital Marketing
The evolution of marketing in the digital era has been transformative, reshaping the ways
businesses connect with consumers and promote their products or services. Initially, the digital
landscape primarily involved websites and email marketing, but over time, it has evolved into
a complex ecosystem incorporating various channels and technologies. Pioneering work by
Smith and Taylor (2017) provides a historical perspective on the evolution of digital
marketing, highlighting key milestones such as the rise of search engines, social media
platforms, and mobile technology. This evolution is visualized in Diagram 1, illustrating the
progression from the early days of the internet to the current landscape dominated by
interconnected digital channels.

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As figure 1 suggests, the digital marketing journey encompasses significant shifts in consumer
behavior, technological advancements, and the emergence of new communication platforms.
This evolution sets the stage for a deeper exploration of specific trends that have come to
define the contemporary digital marketing landscape.
Social Media Dominance and Personalization Strategies
Social media's dominance has been a defining feature of digital marketing trends. Jones et al.
(2020) shed light on the pervasive influence of social media platforms on brand visibility and
consumer engagement. Diagram 2 further emphasizes the interconnected nature of social
media, illustrating the dynamic relationships between platforms, users, and brands
Moreover, the era witnesses a significant shift toward personalization strategies driven by the
advent of big data and advanced analytics. Smith (2018) delves into the significance of
tailoring content and experiences to individual consumer preferences. Diagram 3 provides a
visual representation of the components involved in crafting an effective personalization
strategy.

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As illustrated in Diagram 2 and Diagram 3, the interplay between social media dominance and
personalized marketing strategies is integral to the contemporary digital marketing landscape.
These trends reflect a paradigm shift in the way businesses communicate with their audience,
emphasizing individualized and engaging interactions.
Integration of Artificial Intelligence, E-commerce Growth, and Consumer Data Utilization
Artificial Intelligence (AI) stands out as a transformative force in digital marketing, impacting
various facets of strategy and execution. Brown and Miller (2019) explore the integration of
AI in marketing automation, predictive analytics, and customer service. Diagram 4 visually
captures the diverse applications of AI in digital marketing, showcasing its role in enhancing
efficiency and decision-making.
Simultaneously, the exponential growth of e-commerce is a defining trend in the digital era.
Chen et al. (2021) dissects the factors contributing to this growth, emphasizing the role of
digital marketing in driving online sales. Diagram 5 outlines key elements influencing the
success of e-commerce in the digital landscape.

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In tandem with these trends, effective consumer data utilization is paramount. Green et al.
(2018) explore the ethical considerations surrounding data privacy and the challenges
businesses face in leveraging consumer data for personalized marketing. Diagram 6 delineates
the ethical considerations and best practices in consumer data utilization.
As evidenced by Diagram 4, Diagram 5, and Diagram 6, the integration of AI, the growth of
e-commerce, and consumer data utilization collectively define the intricate fabric of the digital
marketing landscape. This multifaceted analysis provides a comprehensive understanding of
the contemporary trends shaping the digital marketing landscape and underscores the need for
businesses to adapt to these evolving dynamics.
2.2 Statement of the Problem:

"An Analysis of Marketing Trends in the Digital Era," the statement of the problem addresses
the critical challenges and areas of concern that businesses encounter in the contemporary
digital landscape. The digital era has ushered in a paradigm shift, transforming the way
companies approach marketing strategies. Key problem areas include:
The rapid pace of technological advancements in the digital era poses a substantial challenge
REGIONAL COLLEGE OF MANAGEMENT BANGALORE 10 |
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for businesses aiming to adopt and integrate innovative marketing technologies effectively.
Companies face the dilemma of choosing and implementing the right tools and platforms that
align with their goals and target audience, while also ensuring adaptability to the ever-evolving
technological landscape.
As businesses navigate the diverse array of digital channels, there is a growing complexity in
orchestrating Integrated Marketing Communications (IMC) strategies. The challenge lies in
crafting cohesive and consistent brand messages across various platforms, ensuring a seamless
and engaging customer experience that resonates with the brand identity.
Engaging today's digitally-empowered consumers poses a significant challenge. Companies
grapple with understanding and predicting consumer behaviors, preferences, and expectations.
The study addresses the difficulties in tailoring marketing strategies to meet individualized
consumer needs while maintaining ethical data practices and addressing concerns related to
data privacy.
Optimizing e-commerce strategies is a pressing concern for businesses seeking to capitalize

on the surge in online transactions. This includes addressing challenges related to the mobile-
first approach, enhancing user experience, and effectively integrating digital marketing efforts
to drive online sales in a competitive and dynamic e-commerce landscape.
The integration of Artificial Intelligence (AI) in marketing strategies presents both
opportunities and challenges. The study explores how businesses navigate the complexities of
AI adoption, considering issues related to marketing automation, predictive analytics, and the
ethical implications of leveraging AI for personalized customer interactions.
Ethical considerations in data utilization are a critical aspect of digital marketing. Companies
need to strike a delicate balance between harnessing consumer data for personalized marketing
and ensuring transparent and ethical data practices. The study delves into the challenges
associated with maintaining consumer trust and complying with evolving data protection
regulations.
Influencer marketing, while a powerful tool, presents challenges related to measuring its
impact, identifying authentic influencers, and aligning influencer collaborations with overall
brand strategies. The study investigates how businesses effectively leverage influencer
marketing in the digital era.
The mobile-first approach necessitates strategic adaptations to optimize marketing efforts for
mobile platforms. Companies face challenges in creating compelling and responsive mobile
marketing strategies that resonate with consumers for their online activities.

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2.3 Scope of The Study

The research will establish a robust understanding between the new marketing trends and its
impact on the consumer's behavior and the function of market expansion. The outcome will be
based on financial results, the current customer loyalty i.e. power of customer retention and
the reasons of widening customer base. The study widens to the walls which surrounds
identifying the newest trends in the digital marketing industry which are currently affecting
the consumer behavior of purchase and is responsible for the growth of market with the new
tools of online digital marketing. Using the questionnaire and the available knowledge availed
through secondary sources, to clearly identify new sources the questions have interrogated
about activity of the individual answering. The scope of this research on "An Analysis of
Evolving Marketing Trends in the Digital Era" is designed to provide a comprehensive
understanding of the multifaceted landscape of digital marketing. The study will encompass
an exploration of current and emerging trends, focusing on key areas such as social media
dominance, personalization strategies, the integration of artificial intelligence, e-commerce
growth, consumer data utilization, the impact of influencer marketing, mobile-first strategies,
metrics and measurement, and the influence of evolving trends on consumer behaviour.
Through a combination of primary and secondary data, this research aims to reveal insights
that will guide businesses and marketers in navigating the dynamic digital marketing
environment.
2.4 Objectives of the study

The objective of the study are: 1. What are the successful schemes of internet marketing used
today? 2. To what extent does internet marketing bring revenue for the companies and not just
end up attracting junk traffic which does not generate any revenue for the company? 3.How
big is the internet marketing industry today and what is the growth potential? 4. Which is the
most preferred internet marketing approach? 5. Do companies prefer internet marketing to
traditional marketing? 6. Where is the internet marketing trend heading to in the future? These
questions will help us predict the trends in internet marketing and make suitable suggestions to
companies wherever necessary in order to bridge the gap with consumers.

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2.5 Hypotheses of the study

The hypotheses for the study "An Analysis on Evolving Marketing Trends in the Digital Era"
could revolve around the impact of specific digital marketing trends on consumer behaviour
and brand performance. These hypotheses may include:
1. Influence of Influencer Marketing: The study seeks to test the hypothesis that influencer
marketing significantly affects consumer purchasing decisions and brand perception in the
digital era. It aims to explore whether consumers are more likely to engage with and purchase
products or services endorsed by influencers compared to traditional advertising methods. It
significantly gives more advantages to the user.
2. Effect of Personalized Content: Another hypothesis could focus on the impact of
personalized content on consumer engagement and conversion rates. It aims to investigate
whether tailored content based on consumer preferences and behaviour leads to higher
levels of brand engagement and ultimately, increased sales and brand loyalty.
3. Technological Advancements and Marketing Performance: The study may hypothesize

that the integration of advanced technologies, such as artificial intelligence and data
analytics, positively correlates with marketing effectiveness. It aims to explore whether the
use of these technologies leads to improved targeting, personalization, and overall
campaign performance.
4. Challenges and Opportunities in the Digital Era: Additionally, the study could test the
hypothesis that businesses that effectively navigate the challenges of information overload
and privacy concerns while capitalizing on the opportunities of global reach and real-time
engagement are more likely to achieve marketing success in the digital era.
These hypotheses will provide a framework for the study to empirically analyse and draw
. conclusions regarding the evolving marketing trends in the digital era and their impact on
. consumer behaviour and brand performance.
2.6 Research Methodology

The validity of any research depends upon the systematic method of collecting the data and
analyzing the same in a logical and sequential order. In the present study both primary and
secondary data are used. So, descriptive research design has applied in this research.
Sample Size - The research will employ a sample size consisting of a diverse range of
participants, including consumers, marketing professionals, and industry experts. A
statistically significant sample size will be determined through power analysis to ensure the
reliability and validity of the study's findings. The sample size will be of sufficient magnitude
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to allow for subgroup analysis, such as different demographic segments or industry-specific

perspectives, ensuring comprehensive insights into evolving marketing trends in the digital
era.
Reliability - To ensure the reliability of the study, a structured approach will be adopted in
data collection and analysis. This will include using established measurement scales and
validated survey instruments to gather quantitative data. Additionally, qualitative data will be
collected through in-depth interviews and focus groups to provide a nuanced understanding of
evolving marketing trends. The research team will undergo rigorous training to maintain
consistency in data collection, coding, and analysis, thereby enhancing the reliability of the
study's findings.
Framework of analysis – By virtue of the mass of data obtained from the research survey, as
well as data from secondary sources collected and presented in the report, descriptive and
analytical research is considered as the most appropriate research design for the study. The
researcher used closed-ended and open-ended questions in the questionnaire to collect primary
data.
1. Primary Data Analysis
 Consumer Surveys: Analyse primary data collected through consumer surveys to understand
preferences, behaviours, and attitudes towards evolving marketing trends in the digital era.
 Focus Groups: Utilize data from focus group discussions to uncover nuanced opinions and
unexplored aspects related to evolving marketing trends.
2. Secondary Data Analysis
 Literature Review: Conduct a comprehensive review of academic literature, industry reports,
and case studies to gather insights into the latest evolving marketing trends and their impact
on consumer behaviour.
 Social Media Analysis: Utilize social listening tools to gather secondary data from social
media platforms, analysing consumer discussions, sentiments, and interactions related to
digital marketing trends.
 Industry Reports and Market Research: Extract relevant data from industry reports and market
research studies to understand the adoption and impact of evolving marketing trends across
different sectors.
3. Comparative Analysis
 Comparison of Primary and Secondary Data: Conduct a comparative analysis between primary
data obtained from consumer surveys and secondary data from industry reports to validate and
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triangulate findings.
 Trend Analysis: Compare evolving marketing trends identified in primary data with industry
trends reported in secondary sources to identify correlations and discrepancies.
4. Technology Adoption Analysis

 Primary Data on Technology Acceptance: Analyse primary data related to consumer and
industry acceptance of new marketing technologies through surveys.
 Secondary Data on Technology Trends: Gather secondary data on the adoption and impact of
emerging technologies in marketing from industry reports and technological publications.
6. Theoretical Framework Integration
 Integration with Marketing Theories: Interpret primary and secondary data findings within
established marketing theories and frameworks to provide theoretical grounding for the
analysis of evolving marketing trends
By employing this framework of analysis, incorporating both primary and secondary data, the
study aims to provide a robust and multi-faceted understanding of the evolving marketing
trends in the digital era, offering practical implications for businesses and marketers seeking
to align their strategies with contemporary consumer behaviours and preferences.
2.7 TOOLS FOR COLLECTION OF DATA:

1. Internet Browsers and Search Engines: Utilized popular internet browsers (e.g., Google
Chrome, Mozilla Firefox) and search engines (e.g., Google, Bing) to access and explore online
sources such as company websites, industry reports, news articles, and blogs. These tools are
essential for efficiently navigating the vast information available on the internet.
2. Surveys and Questionnaires: Design and distribute surveys to gather quantitative and
qualitative data on consumer preferences, purchasing behaviour, and attitudes towards digital
marketing strategies. Tools such as Google Forms can be utilized for survey creation and
distribution.
3. Google Scholar: Google Scholar was instrumental in identifying academic publications,

conference papers, and research articles related to evolving marketing trends in digital
platform.

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TOOLS FOR DATA ANALYSIS:

1. Percentage is used as a tool for analyzing the data.
2. Graphs are used for data analysis
3. Charts are used as a tool for data analysis
2.8 Limitations of the Study

 Data Collection Constraints: The one may face limitations related to the availability and
access to comprehensive and updated data on marketing trends in the digital era, impacting
the depth and accuracy of the analysis.
 Sample Size and Representativeness: The sample size of the study, particularly in
survey-based research, may be limited, potentially affecting the generalizability of the
findings to broader consumer segments or industry trends.
 Methodological Limitations: Challenges related to the selection of appropriate analytical
tools, potential biases in data analysis, and limitations in the chosen research
methodologies could impact the robustness of the study's conclusions.
 Evolving Nature of Digital Marketing: The dynamic nature of digital marketing trends
and technologies may pose challenges in capturing the latest developments, as the
landscape continually evolves, potentially affecting the relevance and currency of the
study's insights.
 External Influences: External factors such as changes in consumer behavior, economic
conditions, or technological advancements beyond the study's control may impact the
interpretation and applicability of the findings within the rapidly changing digital
marketing environment.
 Time Constraints: The time frame of the MBA project may constrain the depth of the
study, limiting the ability to conduct extensive longitudinal analysis or in-depth
exploration of emerging marketing trends in the digital era.
 Resource Limitations: Constraints related to access to specialized tools, software, or

expertise required for advanced data analysis and visualization could impact the
comprehensiveness and sophistication of the study's research methods and outputs.

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CHAPTER 3
COMPANY PROFILE

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3.1 PROFILE OF THE SELECTED ORGANIZATION
PROFILE OF ZOMATO PRIVATE LIMITED.
Overview:
Zomato Private Limited, a global leader in the food technology industry, has redefined the
way people experience and explore culinary delights. Established with a vision to connect
individuals with their favorite food, Zomato has emerged as a comprehensive platform that
transcends mere food delivery. Headquartered in India, the company has expanded its
footprint across the globe, offering an extensive array of services that cater to the diverse
needs of both customers and restaurants.
At the heart of Zomato's success is its user-friendly mobile application and website,
providing seamless access to an extensive database of restaurants, cafes, and eateries.
Users can effortlessly browse through menus, read reviews, and place orders for delivery
or takeout. Zomato's commitment to user satisfaction is reflected in its innovative features,
ensuring a personalized and convenient dining experience.
Beyond its core food delivery service, Zomato has diversified its offerings to include table
reservations, event planning, and premium subscription services. The company's
dedication to enhancing the overall dining ecosystem is evident through its initiatives to
empower local businesses and foster community engagement.
Zomato's impact extends beyond its customer base, as it actively collaborates with
restaurants to optimize operations through its robust technology solutions. The company's
data-driven insights and analytics empower restaurants to make informed decisions,
enhancing efficiency and customer satisfaction.

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Product Portfolio:
1. Zomato App:
Zomato's mobile application serves as the cornerstone of its operations, providing users with
a comprehensive suite of services:
 Restaurant Discovery: Users can explore a vast database of restaurants, read reviews, and
find the perfect dining spot.
 Food Delivery Services: Zomato facilitates food delivery from a wide range of restaurants,
ensuring users can enjoy their favorite meals at home.
 Table Reservation: The app enables users to reserve tables at restaurants, streamlining the
dining-out experience.
 Online Food Ordering: Zomato allows users to place online orders for takeaway,
enhancing convenience.
2. Zomato Pro:
Zomato Pro is a subscription-based loyalty program that offers exclusive benefits to its
members. Subscribers enjoy discounts on dining, early access to promotions, and other
perks, fostering customer loyalty.
3. Zomato Gold:
Zomato Gold, another subscription service, provides members with special deals and
discounts at partner restaurants. This program enhances user engagement and promotes
a sense of exclusivity.
4. Zomato Events:
Zomato Events is a feature integrated into the app, showcasing information about local
food-related events, promotions, and culinary experiences. This enhances user
engagement and promotes community participation.

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Digital Marketing Strategy:
1. Social Media Presence:

Zomato maintains a vibrant presence on social media platforms, including Instagram, Twitter,
and Facebook. The company engages with users by posting captivating content, such as
trending food, restaurant recommendations, and promotional offers.
2. Content Marketing:
The company invests in content marketing, regularly publishing blog posts and articles on its
website. Content covers a range of topics, including food trends, restaurant reviews, and
culinary experiences. Collaborations with influencers and food bloggers further amplify
Zomato's online presence.
3. Email Marketing:
Zomato uses personalized email campaigns for promotions, new restaurant launches, and
special offers to retain and attract customers.Zomato frequently launches promotional
campaigns to boost user engagement and attract new customers. These campaigns, often
themed or seasonal, are deployed through both online and offline channels, creating a buzz
around special offers and discounts.
Technology Adoption:
1. Mobile App:
The Zomato mobile app is at the forefront of its technological strategy, providing users with a
seamless experience across iOS and Android platforms.
2. Artificial Intelligence (AI):

Zomato employs AI to enhance user experience by offering personalized recommendations.
The app learns user preferences over time, ensuring that restaurant suggestions align with
individual tastes.
3. Data Analytics:
The company leverages data analytics to gain insights into user behavior. This data-driven
approach helps Zomato continuously improve its services and provides valuable information
to partner restaurants for better decision-making.
4. Delivery Technology:
Zomato's advanced logistics and delivery technology ensure efficient and timely food delivery
services. This technology includes route optimization, real-time in OS.
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ONE97 COMMUNICATIONS LIMITED (PAYTM)
Overview:
Paytm One97 Communications Private Limited stands as a pioneering force in India's digital
landscape, playing a transformative role in reshaping the country's financial and technological
landscape. Established with a vision to make digital transactions accessible to all, Paytm has
emerged as a multifaceted platform that offers a diverse range of services.
At its core, Paytm is renowned for its innovative mobile wallet, providing users with a secure
and efficient means to make payments, recharge mobile phones, and conduct a myriad of
financial transactions. The platform's user-friendly interface and robust security measures have
positioned Paytm as a trusted choice for millions of users across the nation.
Beyond its origins as a mobile wallet, Paytm has expanded its offerings to include a
comprehensive ecosystem of financial services. Users can seamlessly avail themselves of
services such as digital banking, insurance, and wealth management, all within the Paytm app.
This holistic approach to financial inclusion aligns with the company's commitment to
democratizing access to financial services for every Indian.
Paytm's impact extends beyond individual users to encompass businesses of all sizes. The
platform serves as a catalyst for the digital transformation of merchants, empowering them
with tools for seamless online and offline transactions. From small retailers to large
enterprises, Paytm has become an integral part of the Indian business landscape.
In addition to its financial services, Paytm has ventured into the realm of e-commerce, offering
a diverse marketplace where users can shop for a wide array of products and services. This
diversification reflects the company's agility and adaptability in meeting the evolving needs of
its user base.
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As a technology-driven company, Paytm continues to innovate, leveraging cutting-edge

technologies such as artificial intelligence and machine learning to enhance user experiences
and provide tailored solutions. The company's commitment to innovation, coupled with a focus
on user-centric design, solidifies its position as a leader in India's digital revolution.
With a relentless pursuit of excellence, Paytm One97 Communications Private Limited
remains committed to its mission of fostering financial inclusion, driving digital adoption, and
creating a more inclusive and empowered society. As it continues to evolve and expand its
offerings, Paytm stands as a testament to the transformative power of technology in shaping
the future of finance and commerce in India.
Products Portfolio:
1. Digital Wallet and Payments:
 Key Features: Paytm's digital wallet allows users to store money digitally and make various
transactions, including mobile recharges, bill payments, and online purchases.
 User Base: With millions of users, the digital wallet has become a popular choice for digital
payments in India.
2. E-commerce Marketplace:
 Product Categories: Paytm's e-commerce platform offers a wide range of products, including
electronics, fashion, home goods, appliances, and more.
 Marketplace Model: Functions as a marketplace, connecting buyers and sellers, and facilitating
transactions.
3. Paytm Payments Bank:

 Banking Services: Provides basic banking services such as savings accounts, fixed deposits, and
digital debit cards.
 Financial Inclusion: Aims to contribute to financial inclusion by providing banking services to a

broader section of the population.
4. Paytm for Business:

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 QR Code Payments: Businesses can accept payments through QR codes, making transactions
seamless for both online and offline establishments.
 Online Store Setup: Offers tools for businesses to set up and manage their online stores.
5. Paytm Mall:
 E-commerce Platform: A dedicated platform for online shopping, featuring a diverse range of
products from various sellers.
 Deals and Discounts: Regularly features deals and discounts, contributing to a competitive and
dynamic online shopping experience.
1. Mobile App Promotion:

 Multi-Channel Promotion: Actively promotes the mobile app through various channels,
including social media, television, and partnerships.
 User Incentives: Offers incentives such as cashback and discounts to encourage users to
download and use the app.
2. Cashback and Discounts:

 User Acquisition: Leverages cashback and discount offers as a strategy for user acquisition
and retention.
 Promotion Periods: Often introduces promotional periods with heightened cashback offers to
attract user engagement.
3. Social Media Engagement:

 Platforms: Actively engages on platforms such as Facebook, Twitter, and Instagram to connect
with users.
 Content Variety: Shares diverse content, including product updates, user testimonials, and
promotional campaigns.
4. Content Marketing:
 Educational Content: Regularly publishes educational content on the Paytm blog, covering
topics related to digital payments, financial management, and technology updates.

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1. Digital Payments Technology:
 Security Measures: Implements robust security measures, including encryption and two-
factor authentication, to ensure secure digital transactions.
 Seamless Integration: Provides a seamless and user-friendly interface for quick and
efficient payments.

 Fraud Detection: Utilizes AI algorithms for real-time fraud detection, enhancing the
security of financial transactions.
 Personalization: Integrates AI for personalization, offering users tailored
recommendations and services based on their usage patterns.
3. QR Code Technology:
 Convenience: Integrates QR code technology for easy and convenient transactions, both
in-store and online.
 Widespread Adoption: Encourages the use of QR codes across a broad spectrum of
merchants.
4. Mobile Technology:
 Regular Updates: Maintains a commitment to regularly updating the mobile app to
incorporate the latest technological advancements.
 User Experience: Focuses on enhancing the overall user experience through a mobile-
first approach.
5. Blockchain Technology:
 Security and Transparency: Explores the potential of blockchain technology to enhance
security and transparency in financial transactions.
 Future Implementations: While specific details might not be publicly disclosed, Paytm's
exploration of blockchain suggests an interest in cutting-edge technologies.

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META PLATFORMS (Formerly Facebook, Inc.)
Meta, formerly known as Facebook Limited, stands at the forefront of the digital landscape,
revolutionizing the way people connect, share, and engage in the online world. As a global
technology giant, Meta has positioned itself as a powerhouse in digital marketing, offering a
myriad of innovative solutions that empower businesses to reach their target audiences with
unprecedented precision.
At the heart of Meta's digital marketing prowess lies its flagship platform, Facebook, a social
media behemoth that boasts billions of active users worldwide. Leveraging the vast user base,
Meta enables businesses to craft targeted advertising campaigns, reaching specific
demographics with tailor-made content. The company's advertising ecosystem extends beyond
Facebook, encompassing Instagram, WhatsApp, and Messenger, providing a comprehensive
suite of platforms for brands to amplify their online presence.
Meta's commitment to innovation is evident through its constant evolution of advertising tools
and technologies. The introduction of augmented reality (AR) and virtual reality (VR)
experiences, coupled with advanced analytics and audience insights, empowers marketers to
create immersive and engaging campaigns. The integration of artificial intelligence further
enhances the effectiveness of ad targeting, ensuring that promotional content resonates with
users who are most likely to be interested.
Beyond advertising, Meta plays a pivotal role in shaping the digital marketing landscape
through initiatives such as the Meta Business Suite. This comprehensive platform equips
businesses with the tools to manage their online presence, analyze performance metrics, and
engage with their audience seamlessly. Meta's dedication to fostering a vibrant digital
ecosystem extends to its support for small and medium-sized enterprises, providing them with
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the resources needed to thrive in the digital marketplace.

In summary, Meta's company profile in the context of digital marketing is characterized by a
commitment to innovation, a vast and engaged user base, and a suite of cutting-edge tools that
empower businesses to connect with their target audience in ways that were once
unimaginable. As the digital landscape continues to evolve, Meta remains at the forefront,
shaping the future of digital marketing with its unparalleled technological prowess.
Products Portfolio:
1. Facebook:
 Groups and Pages: Beyond individual profiles, Facebook hosts a myriad of groups and pages
catering to diverse interests and communities.
 Marketplace: A platform for buying and selling locally, integrating e-commerce elements into
the social network.
2. Instagram:
 IGTV: An extension of Instagram for longer-form videos, catering to creators and influencers.
 Instagram Stories: A feature allowing users to share ephemeral content, creating a dynamic
and engaging user experience.
3. WhatsApp:
 Business API: WhatsApp for Business facilitates direct communication between businesses
and their customers.
 End-to-End Encryption: Emphasizing user privacy, WhatsApp employs end-to-end encryption

for messages and calls.
4. Messenger:
 Chatbots: Messenger integrates chatbots for automated customer service and interaction.
 Payment Integration: Users can send and receive money directly through the Messenger app.
5. Oculus:
 Quest VR Headsets: Oculus Quest series offers standalone VR headsets, eliminating the need
for external devices.
 Meta Quest Content Platform: A platform for developers to create and distribute VR.

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1. Personalized Advertising:
 Dynamic Ads: Meta's Dynamic Ads automatically show personalized content to users
based on their interactions with a business.
 Custom Audiences: Advertisers can create custom audience segments based on user
behavior.
2. Ad Platforms:
 Audience Network: Extending ads beyond Facebook, the Audience Network allows
advertisers to reach users on third-party apps.
 Ads Manager App: Advertisers can manage campaigns on the go with the Ads Manager
mobile app.
3. Sponsored Content:
 Branded Content Tools: Instagram's Branded Content features facilitate partnerships
between brands and influencers.
 AR Try-On: Augmented Reality try-on experiences for products directly within ads.
4. Audience Insights:
 Facebook Analytics: Advertisers can utilize Facebook Analytics to gain insights into user
behavior, demographics, and interactions.
 Conversion Tracking: Tools for tracking user actions after interacting with ads.
1. Augmented Reality (AR):

 AR Studio: Meta's AR Studio enables developers to create interactive and dynamic
augmented reality effects for the platform.
 Instagram AR Filters: Users can apply AR filters to their photos and videos, fostering
creativity.
 Deep Learning for Recommendations: AI-driven algorithms analyze user data to provide
personalized content recommendations.
 Automated Moderation: AI systems help in content moderation, identifying and removing
inappropriate content.

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3. Virtual Reality (VR):

 Horizon Workrooms: Meta's virtual reality meeting platform, leveraging VR for
collaborative work experiences.
 Oculus Link: Connecting Oculus VR headsets to a PC for access to a wider range of VR

experiences.
4. Connectivity Initiatives:
 Express Wi-Fi: Meta's initiative to provide affordable internet access in developing regions
through partnerships with local service providers.
 Tetragraph: Utilizing fixed wireless technology to enhance urban connectivity.
5. Blockchain and Cryptocurrency:
 Diem (Formerly Libra): Meta's cryptocurrency project aiming to create a global financial
infrastructure.
 Novi Wallet: An upcoming digital wallet to facilitate secure transactions with Diem.
NETFLIX Inc.

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OVERVIEW
Netflix Limited, a trailblazer in the realm of digital entertainment, has redefined the
landscape of streaming services, captivating audiences globally with its vast and diverse
content library. In the context of digital marketing, Netflix stands out as a pioneer in
leveraging data-driven insights and personalized recommendations to engage and retain its
expansive subscriber base.
At the core of Netflix's digital marketing strategy is its sophisticated recommendation
algorithm, which analyzes user behavior and preferences to curate a personalized viewing
experience. This level of customization not only enhances user satisfaction but also serves
as a powerful tool for targeted content promotion. Netflix adeptly employs predictive
analytics to suggest content that aligns with individual tastes, ensuring that users are
consistently drawn into a world of entertainment tailored to their preferences.
The company's marketing efforts extend beyond the platform itself, with strategic
campaigns that create buzz around new releases, exclusive content, and original
productions. Social media plays a pivotal role in Netflix's digital marketing playbook, as
the company harnesses the power of platforms like Instagram, Twitter, and Facebook to
engage with its audience, share teasers, and build anticipation for upcoming releases. The
viral nature of these campaigns often transforms viewers into brand advocates, further
amplifying the reach of Netflix's content.
Netflix's commitment to innovation is evident in its embrace of interactive and immersive
storytelling. With groundbreaking features like interactive narratives and virtual reality
experiences, Netflix elevates digital marketing to new heights, providing audiences with
not just content consumption but participatory and engaging experiences. This forward-
thinking approach not only retains existing subscribers but also attracts new audiences
seeking a dynamic and interactive entertainment platform.
In summary, Netflix Limited's company profile in the context of digital marketing
underscores its prowess in leveraging data-driven insights, personalized recommendations,
and strategic campaigns to engage and captivate audiences on a global scale. As the digital
entertainment landscape continues to evolve, Netflix remains at the forefront, setting
industry standards and reshaping the way content is marketed and consumed.

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Products Portfolio:
1. Streaming Services:
 Interactive Storytelling: Beyond conventional streaming, Netflix innovates with interactive
storytelling, allowing viewers to shape the narrative through their choices.
 Global Content Library: The platform continually expands its library with content from around
the world, embracing diverse cultures and languages.
2. Original Content:
 Award-Winning Productions: Netflix Originals have garnered critical acclaim, winning
prestigious awards like Emmys and Oscars.
 Binge-Watching Model: The release of entire seasons at once has popularized binge-watching
culture.
3. Partnerships:
 Exclusive Deals: Netflix secures exclusive deals with content creators, ensuring a unique and
diverse array of offerings.
 Telecom Partnerships: Collaborations with telecommunications companies for bundled
subscription plans.
4. Technology Integration:
 Smart Downloads: The platform intelligently manages downloads, automatically deleting
watched episodes and downloading the next ones.
 AI-driven Thumbnails: Thumbnails are dynamically generated using AI, optimizing
engagement by selecting images that resonate with users.
1. Social Media Engagement:

 User-Generated Content: Encouraging users to share their favorite shows or movies, creating
a sense of community.
 Live Events: Hosting live events and Q&A sessions with cast and crew on social media
platforms.

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2. Email Marketing:
 Targeted Campaigns: Segmenting email campaigns based on user preferences, viewing
history, and location.
 Exclusive Updates: Providing subscribers with exclusive content updates and behind-the-
scenes glimpses.
3. Influencer Collaborations:
 Influencer Reviews: Partnering with influencers for honest reviews and endorsements.
 Exclusive Premieres: Inviting influencers to exclusive premieres, generating buzz and social
media coverage.
4. Gamification:
 Interactive Campaigns: Designing interactive campaigns or games related to popular shows,
enhancing user engagement.
 Rewards Programs: Introducing rewards for loyal subscribers, creating a sense of appreciation.
1. Personalization Algorithms:
 Taste Profiles: Advanced algorithms consider individual viewing habits, preferences, and
ratings to create personalized user profiles.
 Content Discoverability: Recommending niche content based on user interests and historical
data.
2. AI for Production:
 Script Analysis: Using AI to analyze scripts for potential success, helping in the decision-
making process for content creation.
 Editing Assistance: AI-driven editing tools for enhancing post-production efficiency.
3. Cybersecurity Measures:
 Anti-Piracy Measures: Employing advanced technologies to combat piracy and protect
intellectual property.
 Secure User Data: Implementing robust security protocols to safeguard user data and privacy.

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CHAPTER 4

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4.1 DATA ANALYSIS

ZOMATO PVT LTD.
 Analysis of challenges faced:
 Intense Digital Competition: The digital era has led to an influx of competitors in the online food
delivery space, making it challenging for Zomato to stand out. The saturation of digital marketing
channels requires Zomato to continually refine its strategies to capture and retain consumer attention.
 Data Privacy and Trust Concerns: In an era of increasing awareness about data privacy,
Zomato faces challenges in managing and protecting user data. Addressing concerns related
to data security and earning and maintaining consumer trust is critical for sustaining a positive
brand image.
 Adaptation to Evolving Technologies: Keeping pace with rapidly evolving digital

technologies such as AI, machine learning, and marketing automation is a constant challenge
for Zomato. Adapting marketing strategies to leverage emerging technologies and staying
ahead of the curve is essential for maintaining competitiveness in the digital landscape.
 Navigating Regulatory Compliance: Zomato operates in various regions, each with its own
set of regulations and compliance requirements in the digital marketing and food delivery
sectors. Ensuring adherence to diverse regulatory frameworks poses a challenge, requiring
Zomato to stay informed about and compliant with local laws while maintaining a cohesive
and effective global marketing strategy.
 Emerging technology adaption analysis:
 Integration of AI in Personalization: Adopting artificial intelligence (AI) for personalized

marketing strategies poses a challenge for Zomato. Developing and implementing AI
algorithms to understand user preferences and provide personalized recommendations requires
significant investment in technology and skilled personnel.
 Data Security Concerns with Advanced Technologies: As Zomato explores advanced

technologies like machine learning and data analytics, ensuring the security of user data
becomes a paramount concern. Addressing potential vulnerabilities and safeguarding sensitive
information from cyber threats is crucial to maintain trust among users.

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 Staff Training and Skill Development: The adoption of emerging technologies necessitates
a workforce capable of utilizing and optimizing these tools effectively. Providing ongoing
training and development programs for marketing teams to understand and leverage AI,
machine learning, and other advanced technologies is a challenge that Zomato needs to
address.
 Balancing Automation and Human Touch: Implementing marketing automation tools for
tasks like customer interactions and data analysis can enhance efficiency, but striking the right
balance between automation and maintaining a human touch is a challenge. Zomato needs to
carefully consider how to integrate automation without compromising the personalized and
authentic customer experience that contributes to brand loyalty.
ONE97 COMMUNICATIONS LIMITED (PAYTM)
 Blockchain Integration Challenges: Paytm encounters challenges in integrating blockchain

technology to enhance the security and transparency of financial transactions. Overcoming
technical hurdles, ensuring regulatory compliance, and building user trust in blockchain-based
solutions are critical obstacles.
 Mobile Wallet Innovation and User Experience: The evolution of the mobile wallet
landscape demands constant innovation from Paytm. Adapting to emerging trends, such as
contactless payments and improving the overall user experience, requires strategic planning,
investment in technology, and staying ahead of consumer expectations.
 Biometric Authentication Concerns: The increasing reliance on biometric authentication

introduces challenges for Paytm in terms of implementation and user acceptance. Addressing
privacy concerns, ensuring the reliability of biometric technologies, and educating users about
the security measures are essential for successful adoption.
 Real-time Data Analytics for Personalization: Paytm's marketing strategies depend on real-
time data analytics for personalized user experiences. Implementing advanced analytics tools,
managing vast datasets, and extracting actionable insights in real-time present challenges that
require a robust technological infrastructure and skilled data analytics teams.

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 AI-Powered Chatbot Integration: Implementing AI-powered chatbots for customer support

and engagement poses challenges for Paytm. Ensuring seamless integration, natural language
processing capabilities, and addressing customer concerns about chatbot interactions require
careful planning and ongoing optimization.
 Contactless Payment Innovation: The adoption of advanced contactless payment

technologies, such as Near Field Communication (NFC) and mobile wallets, presents
challenges for Paytm. Overcoming infrastructure limitations, ensuring interoperability with
various payment systems, and educating users about the advantages of contactless payments
are essential for successful implementation.
 Cybersecurity Measures for Financial Transactions: As Paytm expands its financial

services, implementing robust cybersecurity measures becomes crucial. Adapting to evolving
cybersecurity threats, securing sensitive financial data, and ensuring compliance with stringent
security standards pose ongoing challenges. Building and maintaining a resilient cybersecurity
framework is imperative.
 Augmented Reality (AR) for User Engagement: Exploring augmented reality (AR) for
enhancing user engagement in the Paytm app presents unique challenges. Integrating AR
features seamlessly, providing value-added experiences to users, and overcoming technical
limitations in AR implementation require strategic planning and a deep understanding of user
preferences.
META PLATFORMS INC.

Privacy Concerns and Regulatory Challenges: Meta faces significant challenges related to
privacy concerns and evolving regulations. Increasing scrutiny over data handling practices,
implementation of privacy laws (e.g., GDPR, CCPA), and the potential impact of regulatory
changes on targeted advertising pose challenges for Meta's digital marketing strategies.
 Misinformation and Content Moderation: Managing misinformation and maintaining content

integrity on the platform is a constant challenge for Meta. Striking a balance between user-generated
content and preventing the spread of false information requires continuous refinement of algorithms,
content moderation processes, and collaboration with external fact-checking organizations.
 Adapting to Changing User Behavior: User behavior on digital platforms evolves rapidly,
influenced by trends, technology advancements, and external events. Meta needs to adapt its
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marketing strategies to meet the changing expectations of users, such as the rise of short-form
video content, the popularity of ephemeral content, and the increasing demand for authentic
and meaningful interactions.
 Competition in the Social Media Landscape: The social media landscape is highly
competitive, with emerging platforms vying for user attention. Meta must stay innovative to
differentiate its services and retain user engagement amid competition. The challenge includes
identifying and capitalizing on emerging trends, as well as addressing user concerns that might
lead to platform switching.
 Metaverse Development and Integration: Meta Platforms faces the challenge of developing
and integrating the metaverse into its digital marketing strategies. This involves creating
immersive virtual environments for users while addressing technical complexities, user
experience considerations, and potential ethical concerns associated with virtual reality and
augmented reality technologies.
 AI and Algorithmic Transparency: The adoption of artificial intelligence (AI) for content
recommendations and advertising targeting requires Meta to address challenges related to
algorithmic transparency. Striking a balance between personalized content delivery and user
privacy, while also mitigating issues related to algorithmic biases, is essential for maintaining
user trust.
 Privacy-Preserving Technologies: As privacy concerns continue to be a focal point in the

digital landscape, Meta Platforms must adapt to emerging privacy-preserving technologies.
Implementing solutions like federated learning and differential privacy to protect user data
while still enabling effective ad targeting presents a technological and strategic challenge.
 Blockchain and Decentralization: The adoption of blockchain and decentralized

technologies for enhanced security, transparency, and user control poses challenges for Meta.
Integrating blockchain for secure transactions, content verification, and user data management
requires overcoming technical hurdles and navigating potential regulatory uncertainties.

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Netflix, Inc
 Marketing Amidst Ad-Free Experience: Unlike traditional TV networks, Netflix operates

without ads. Consequently, marketing efforts must focus on promoting original content and the
overall service value. This necessitates innovative promotional strategies to engage users
without traditional advertising methods.
 Content Discovery and Personalization: While Netflix excels in providing a vast library of
content, helping users discover content tailored to their preferences remains a challenge.
Improving personalization algorithms and enhancing the user interface to ensure effective
content discovery are ongoing concerns.
 Competition in the Streaming Market: The streaming industry is highly competitive, with
numerous platforms vying for subscribers. Netflix faces challenges in maintaining its position
as a market leader amidst growing competition, including the launch of new streaming services
and the withdrawal of licensed content by other studios.
 Retaining and Attracting Subscribers: Subscriber retention and acquisition are key
challenges for Netflix. Balancing the introduction of new content, exclusive productions, and
pricing strategies to retain existing subscribers while attracting new ones is a complex task,
especially in a landscape with changing consumer behaviors and expectations.
 AI-Powered Personalization in Marketing: The integration of AI for personalized marketing

efforts poses challenges for Netflix. Enhancing algorithms to provide more accurate content
recommendations and tailoring marketing messages based on user behavior require continuous
refinement and adaptation to shifting consumer preferences.
 Blockchain for Transparent Digital Advertising: Adopting blockchain technology in digital

advertising introduces challenges for Netflix. Ensuring transparent and secure ad transactions,
mitigating ad fraud, and addressing privacy concerns while utilizing blockchain in
programmatic advertising require strategic planning.
 Voice Search Optimization for Marketing Content: The rise of voice-activated devices
presents challenges for optimizing marketing content for voice search. Adapting SEO strategies,
tailoring content to voice search queries, and ensuring the discoverability of Netflix content

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through voice-activated platforms are critical aspects of technological adaptation in digital

marketing.
Data Representation and Interpretation

Pie- Chart/Chart and Tabular Representation of Data with Interpretation
1. AGE
PIE- CHART 01

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Responses Number of Respondents Percentage of respondents

15-20 37 39%
21-25 50 53%
26-30 4 4%
31-35 1 1%
36-40 2 2%
41-45 0 0%
46-50 1 1%
51-55 0 0%
56-60 0 0%
TABLE NO 01
Interpretation:
Out of 95 respondents the majority of them belonged to the age between 15-25 years
comprising 15-20 and 20-25 age categories. Most of the respondents are dependent on someone
for making the decisions of buying and do not possess their own spending capabilities.
However, we also have responses from the age groups of 26-30, 31-35, 36-40, and 46-50.
2. STATE
CHART NO 02
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Responses Number of respondents Percentage of respondents

Madhya Pradesh 91 96%
Kerela 1 1%
Bihar 1 1%
Maharashtra 1 2%
TABLE NO 02
Interpretation:
Most of the data have been collected from central India so on an aggregate scale the results
will be inclined towards the consumer behavior of central India. Also, we retrieved a few
responses from southern states like Maharashtra and Kerela and also from Bihar, situated in
northern India. We must remember that the results obtain will represent the behavior of central
India only.
3. GENDER
PIE-CHART 03

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Responses Number of Percentage of

respondents respondents
Male 37 39%
Female 58 61%
TABLE NO 03
Interpretation:
The majority of respondents were female with a response rate of 61%. However absolute
majority has not been achieved on either side, therefore the results will remain balanced
between both the genders and will not be inclined to any of the side.
4. WHICH OF THE FOLLOWING OCCUPIES YOUR TIME ON

INTERNET?
PIE CHART 04

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Google Search 19 20%

Gmail/Other Email Apps 4 4%
Social Media like Instagram, 62 65%
Facebook,
LinkedIn etc.
Shopping Apps 3 3%
Other Leisure/Educational Apps 7 8%
TABLE NO 04
Interpretation:
Majority of the respondents spend their time on social media whenever they use their gadgets to access
internet. Then the second slot which occupies the time is using search engines for obtaining results to
various queries like searching for a meaning of a word or phrase, searching a solution to a problem,
searching for information, products etc.
Mentioning that very few respondents spend their majority of time in emailing, using other leisure and
educational apps and surf on shopping apps.
5. WHICH OF THE FOLLOWING YOU PREFER MORE?
PIE-CHART NO 05

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Online purchase 43 45%

Offline Purchase 52 55%
TABLE NO 05
Interpretation:
Majority or the respondents said that they prefer offline purchase more over online purchase.
However, the results didn’t incline absolutely towards a particular preference.
6. HOW MUCH YOU HAVE INCIDED TOWARDS ONLINE SHOPPING FROM 5

YEARS TILL NOW?
PIE-CHART NO 06

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I almost buy every possible 18 19%

thing
online
I often purchase online 34 36%
I barely purchase online 11 11%
I purchase only those 28 29%
commodities which are not
available in local markets
I still do not purchase online 4 5%
TABLE NO 06
Interpretations:
It is very interesting to notice on the first hand that only 4 respondents said that they do not purchase
anything online and from the rest of the 91 respondents 18 said they almost purchase everything online.
28 of them said they only purchase those items which aren’t available in local market.
34 being the extreme value of the response said that they ‘often’ or generally purchase items online and
11 on the other hand mentioned that they generally purchase offline.
7. What motivates you to shop your commodities online?
CHART NO 07
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Quality 25 26%
Price 49 51%
Trend of online purchasing 10 11%
Some commodities are 48 51%
available online only
Ease of access to different 48 51%
markets
Trending Ads 3 3%
Return Policy 1 3%
TABLE NO 07
Interpretation:
This question can have multiple collective answers and therefore respondents can provide a
combined choice of multiple factors affecting their behaviour as per the question. Maximum
respondents said that price is one of the key factor of purchasing online and also stated that
other than price, some commodities are only available online and online provides ease to
access different market over one platform. Factors like trending Ads and return policy which
are considered as key ingredients of marketing mix had been given very low consideration by
the respondents. Quality is also one of the most unentertained factor which affects the buying
behavior of respondents over online platforms.
8. WHICH OF THESE COMMODITIES YOU USUALLY ORDER ONLINE?
CHART NO 08

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Responses Number of respondents Percentage of

respondents
Apparels 31 33%
Footwear 43 45%
Electronics 36 39%
Furniture and Home 17 18%
Decor
Books 53 56%
Mobile, Computer and 40 42%
Smart
Devices
Beauty Products 33 35%
Sports and Fitness wears 27 28%
and
Equipment’s
Health and Personal Care 26 27%
Products
Grocery and Gourmet 16 17%
Products
Home and Kitchen 24 25%
Pet Supplies 3 3%
Science and Industrial 4 4%
Products
Merchandise of a 11 12%
particular
brand
Educational services and 13 14%
self-
help courses
TABLE NO 08

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Interpretation:
The commodities most preferred by the respondents to order online is books. However it only
occupied 53 units of cover out of 95. Footwear, Gadgets and electronics are other items that are
purchased online. On a medium selection respondents order apparels, sports and fitness
equipment’s, personal care products and home and kitchen related products. Grocery and gourmet,
educational services, furniture and home décor and merchandise fall under low purchase scale and
the least purchased includes pet supplies and science and industrial use equipment.
9. HOW OFTEN DO YOU PLACE AN ONLINE ORDER?
PIE-CHART 09

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Once every 4 months 14 15%

Irregular purchases 32 34%
Once every 2 months 15 16%
once every month 11 12%
twice every month 8 8%
3-5 times a month 9 9%
TABLE NO 09
Interpretation:
The majority of the respondents said that their online purchases are very irregular however
few of the respondents were able to map their buying period interval. 15 out of 95 said that
hey placed an online order only once every two months. 14 of them responded that they placed
the order once every 4 months. The frequency of placing orders in a single month decreases
as we increase with rising number of orders placed within a month. The interpretation says
that more orders are placed in a bigger time span. Frequent purchases are not present in the
buying behavior of the respondents. Also, not to be missed out that the respondents buying
behavior on online mode is irregular. Furthermore, this variability in purchasing behavior
sheds light on the nuanced nature of online shopping preferences among the surveyed
individuals. It is evident that while a substantial portion describes their buying habits as
irregular, a segment showcases a level of meticulousness by mapping out specific buying
intervals. The trend of placing orders at less frequent intervals, such as once every two months
or four months, suggests a deliberative approach to online shopping for a subset of
respondents. As the data indicates a decrease in the frequency of orders within a single month,
it implies a potential correlation between a larger time span and an increased number of orders,
emphasizing the importance of understanding the diverse temporal dynamics at play in
consumer behavior.
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10. WHAT IS THE SOURCE OF SEARCHING THE COMMODITY?
PIE-CHART 10
WhatsApp/Telegram/Mobil 6 6%
e
Text forwarded link
Ads running on webpages or 17 19%
mobile applications
YouTube Videos links in 5 5%
Description
Links from Blog Articles 0 1%
Google/Yahoo/Bing Search 33 35%
Email Ads 6 6%
Through social media like 29 31%

Instagram, Facebook etc.
TABLE NO 10

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Interpretation:
Majority of respondents said that they directly search the commodity that they wish to purchase
online, they do it via. Search engines. Moreover 29 of them said that navigate through social
media. 17 of them clicked the Ads running on webpages or mobile application. Very few
respondents emphasized and paid attention upon links that are forwarded on messengers,
YouTube link in description, Link from Blogs and Articles and Email Ads.
11. HOW OFTEN YOU SEARCH A COMMODITY?
PIE-CHART 11
Responses Number of Percentage of

respondents respondents
once a week 50 53%
twice a week 16 17%
3-6 times a week 23 24%
TABLE NO 11

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Interpretation:
The frequency of searching a commodity online was more in once a week. However to add-
on respondents were saturated between the categories of 3-6 times a week to once a week.
Total of 89 respondents fell in this category. It can be interpreted that the searching frequency
is not more than 3-6 times a week.
This clustering of respondents within the 3-6 times a week to once a week range not only
emphasizes a prevalent searching pattern but also indicates a consistent and moderate
engagement with online commodity searches among the majority of participants.
12. WHAT IS YOUR PRIMARY OBJECTIVE THAT MOTIVATES YOU TO SEARCH,

SELECT AND PLACE THE ORDER ONLINE?
PIE-CHART 12

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Brand 17 18%
Rating 11 12%
Quality 22 23%
Price 12 13%
Appearance 5 5%
Discount and offers 28 29%
TABLE NO 12
Interpretation:
When asked for search, select and place order and not directly to make a monetary decision in
the first place, respondents gave discounts and offers the most preference in comparison to
other categories. Moreover, 22 respondents mentioned about quality and 17 about brand.
Appearance price and rating remains the least preferred factor. So, most of the respondents
were motivated by discounts and offers, brand and quality.
13. WHAT IS THE NATURE OF PURCHASE?
PIE-CHART 13
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Personal Purchases Only 51 54%

Occupational Purchases 8 8%
Only
Majority of Personal 31 33%
Purchases
Majority of Occupational 5 5%
Purchases
TABLE NO 13
Interpretation:
The survey data reveals a diverse array of purchasing preferences among the respondents. A
significant majority, constituting 54%, exclusively focus on personal purchases. This highlights
the importance of understanding and catering to the individual needs, desires, and lifestyle
choices of this sizable portion of the surveyed population. These consumers are likely to be
influenced by factors such as personal preferences, trends, and lifestyle considerations when
making purchasing decisions.
Furthermore, 33% of respondents strike a balance between personal and occupational

purchases, indicating a versatile group with mixed motivations. This suggests that a
considerable portion of the surveyed population integrates both personal and professional
considerations when engaging in the purchasing process. Businesses looking to appeal to this
group may benefit from strategies that address a diverse range of needs and preferences,
recognizing the intricate interplay between personal and occupational aspects in consumer
decision-making.
On the other hand, a smaller but distinct segment, constituting 8%, focuses exclusively on
occupational purchases. This subset likely prioritizes work-related needs and requirements in
their buying decisions, emphasizing the need for businesses to tailor their offerings and
marketing strategies to address the unique demands of this specialized group. In summary, the
findings underscore the importance of recognizing and accommodating the varied purchasing
motivations within the surveyed population to effectively tailor marketing and product
strategies.

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14. HOW OFTEN DO YOU CLICK THE ADS ON WEB

PAGES/YOUTUBE/SOCIAL MEDIA?
PIE-CHART 14
whenever I wish to purchase 17 18%

the product (this wish is
depicting no monetary
restrictions)
whenever I want/need to 39 41%
purchase the product
whenever I feel to simply 39 41%
search the product on the
internet
TABLE NO 14

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Interpretation:
The survey results provide insight into the varied temporal considerations and motivations influencing
respondents' product purchasing behaviour. A significant portion (41%) expresses a preference for
making purchases "whenever they want or need to," suggesting a consumer group whose buying
decisions are driven by personal needs or specific occasions. Equally substantial is the group (41%)
that opts to make purchases "whenever they feel to simply search the product on the internet," reflecting
a more spontaneous and exploratory approach to buying, possibly influenced by online browsing and
discovery.
Furthermore, 18% of respondents indicate the freedom to purchase products "whenever they wish, with
no monetary restrictions." This subset, unburdened by financial constraints, signifies a group of
consumers who prioritize desire and preference in their purchasing decisions. Overall, these diverse
patterns underscore the need for businesses to tailor their marketing strategies to accommodate the
range of consumer motivations and temporal considerations within their target audience, striking a
balance between planned and spontaneous purchasing behaviours.
15. HOW OFTEN YOU REPLY TO SMALL SURVEY POP-UPS ON THE

INTERNET?
PIE-CHART 15
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Every time I see it 10 11%

often 34 36%
Seldom 30 31%
Never 21 22%
TABLE NO 15
Interpretation:
The survey responses reveal distinct patterns in respondents' frequency of encountering a
product and subsequently making a purchase decision. A noteworthy 36% of respondents
indicate that they often make purchase decisions "every time they see the product." This group
is characterized by a high responsiveness to product visibility, suggesting that visual cues play
a significant role in influencing their buying decisions.
Conversely, 31% of respondents claim to make purchase decisions "seldom," and 22% state
that they "never" decide to buy a product based on seeing it. These groups may be less swayed
by product visibility alone, indicating that other factors such as brand loyalty, product reviews,
or specific needs may hold more weight in their decision-making process.
In summary, these findings highlight the varied levels of responsiveness to product visibility
among the surveyed individuals, with a significant proportion being influenced often by visual
encounters. For businesses, understanding and leveraging the impact of product visibility can
be crucial in shaping effective marketing strategies to resonate with different consumer
segments.
16. How often you provide feedback of the commodity purchased?
PIE-CHART 16
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Responses Number of Respondents Percentage of Respondents

Every time 21 22%
Only when satisfied 40 42%
only when dissatisfied 13 14%
never 21 22%
TABLE NO 16
Interpretation:
Out of 95 respondents 40 respondents said that they provide feedback only when satisfied, 21
said that put feedback every time they purchase a commodity online. 13 said that when there
they are dissatisfied with a product, they put feedback. 21 said that they never put feedback.
However, we can see that out of 95 respondents 74 provide feedback whether partially or
completely but they provide feedback.
17. HOW OFTEN DO YOU COMPARE A PRODUCT ON VARIOUS

PLATFORM BEFORE PURCHASING IT?
PIE-CHART 17
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Always 46 48%
Often 15 16%
Sometimes 25 26%
Rarely 3 3%
Never 6 6%
TABLE NO 17
Interpretation:
On a major scale respondents said that they do participate in comparison activity on various
basis when they purchase a commodity. These a comparisons are assumed to be done on online
platforms only. Only 6 out of the respondents said that they never compare and 3 saidthat they
rarely compare a commodity before buying.
18. WHICH OF THE FOLLOWING YOU USE THE MOST?
PIE-CHART 18

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Instagram 82 86%
Facebook 8 8%
Twitter 2 2%
LinkedIn 3 4%
TABLE NO 18
Interpretation:
Out of 95 respondents a major portion uses Instagram as their favorite social media
platform. The respondents said that they are spending more time on Instagram than on any
other social media like Facebook, LinkedIn or Twitter.
19. WHICH OF THE FOLLOWING YOU USE FOR

PROFESSIONAL/BUSINESS USE?
Twitter
LinkedIn
Facebook
Instagram
0 10 20 30 40 50 60 70 80
Which of the following you use for professional/Business use?
CHART 19

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Instagram 70 74%
Facebook 13 14%
LinkedIn 29 31%
Twitter 2 2%
TABLE NO 19
Interpretation:
70 out of 95 respondents choose Instagram as their preferred app for professional use and
29 said for LinkedIn.
20. WHAT INFLUENCES YOU THE MOST TO SEARCH PROFILES ON

SOCIAL MEDIA?
PIE-CHART 20

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Story Shout Outs 36 39%
Feed Shout Outs 20 21%
Sponsored Ads 29 30%
Links in Description 10 10%
TABLE NO 20
Interpretation:
36 out of 95 said that they visit a profile after seeing a story shout out and 29 pay a visit through
sponsored Ads. Feeds and Link in description are the least entertained.
21. HOW OFTEN YOU PROMOTE PROFILES ON REQUEST /OF OWN

WILL? (FOR FREE)
PIE-CHART 21

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Only for closed ones 30 32%
I do it for genuine requests 32 34%
I do it for everyone who 9 9%
requests
I never promote someone on 24 25%
my profile
TABLE NO 21
Interpretations:
32 respondents said that they do it for genuine request and 30 said for closed ones only,
which states that 62 of them do it but on a scale of “when they feel like” and 9 of them said
that they do it for everyone. 24 of the respondents gave a strong disagreement to post any
shout out.
22. HOW MUCH YOU GET INFLUENCED WITH SPONSERED ADS?
PIE-CHART 22

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I always click when I see 53 56

one
I only click if it suits my 19 20
interest
I seldom click it 18 19
I never click any sponsored 5 5
Ads
TABLE NO 22
Interpretation:
Out of 95 respondents 53 said they always click the sponsored Ads, whereas 19 said they
click only if it is up to their interest. 18 of them rarely click it and 5 never do. 72 of the
respondents are always interested in clicking Ads.
23. IF YOU ARE HANDLING PROFESSIONAL SOCIAL MEDIA PAGE

THEN?
PIE-CHART 23
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I will prefer unpaid ideas of 18 19%
marketing like stories, feeds,
engagement groups etc.
I will surely go for paid criteria 12 13%
Ads, but on a smaller scale

I will prefer balancing both 63 66%
I will spend more on 2 2%
sponsored Ads and content
making and will barely focus
on my unpaid marketing ideas
TABLE NO 23
Interpretation:
The survey results indicate a diverse range of preferences among respondents regarding their
marketing strategies. A significant portion, comprising 66% of the participants, expressed a
preference for a balanced approach, indicating a willingness to invest both in unpaid ideas such
as stories, feeds, and engagement groups, as well as in paid criteria like ads, albeit on a smaller
scale. This suggests a recognition of the value in leveraging a mix of organic and paid methods
to maximize marketing effectiveness.
On the other hand, a notable 19% of respondents favoured relying primarily on unpaid ideas
for marketing, emphasizing strategies such as storytelling, engaging content, and community
participation. This group may prioritize building authentic connections and organic growth
over financial investments in advertising.
Conversely, a smaller segment of 13% leaned towards paid advertising, but on a more modest
scale. This suggests a cautious approach, where investment in sponsored ads is part of the
strategy but not the sole focus. Finally, a mere 2% of respondents expressed a preference for
prioritizing spending on sponsored ads and content creation, signalling a niche perspective that
places higher importance on paid promotional efforts compared to organic methods. Overall,
these insights showcase the dynamic landscape of marketing preferences among the surveyed
individuals.

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CHAPTER 5
FINDINGS, SUGGESTIONS, CONCLUSIONS

& BIBLIOGRAPHY

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5.1 FINDINGS
1. Live Streams are a New Normal- Live streams on social media are attracting tons of viewers
everyday which is increasing profile visits, link taps and increase conversion rate. In pandemic
the global population has adapted to the virtual world of video callings.
2. Visual Intelligence Support-Digital Marketing has now aligned itself with new visual
identification concepts like Google lens. Customers are utilizing such concepts in day to day
life and digital marketers must utilize this opportunity to provide visual SEOs, and optimize
images and other visual content to obtain utilities of Google algorithms.
3. Video Content Marketing Trend-Video content marketing is one of the most popular tool
used by various companies. Customers being explorative in nature, emphasize to fulfil the
question of what’s and how’s about the product or service they’re purchasing. Therefore
product description and unpacking videos of particular products including valuable consumer
video based feedback is very essential to improve the conversion ratio.
4. Explorative Behavior-The customers on online platform are very explorative and do not
hesitate to experiment something new
5. Penetration of AI-The quick adaption to AI technology has changed the face of digital
marketing. AI is now penetrating the digital platforms to provide useful inputs to the customers
which is also a significant reason for conversion rates.
6. Chatbots are new source to trustworthiness-The extended version of AI form is a Chatbot.
Chatbots are in trend. They provide tailored answers to consumer’s queries and nevertheless
they can be programmed to obtain necessary customer insights to construct user-oriented
content.
7. New Display Ads Frame-Display Ads are now getting more personalized and user oriented.
Google has now launched Google Discovery which provides feed as per the customization of
the user. Moreover, the carousel format of Facebook and Instagram has also been adopted by
Google Gallery Ads.
8. In Depth Understanding of the customer is a must-Customer wants to see what he likes and
wants an immediate option to close something what he doesn’t. A marketer should clearly
understand before offering the main material that what his customer likes and dislikes. For an
instance, viewers usually do not like the un-skippable ads, so offering one may irritate a
customer, which may adversely affect the conversion rate.
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9. Multi-Channel Approach-Digital marketing should not be overlooked and underestimated, it

is responsible for bringing in heavy traffic channels through search engines, social media and
other sources. Moreover, it offers a platform to analyze and understand their market using
various statistic tools like Google analytics.
10. Point to Point Visibility-Digital marketing offers a visibility on the internet and therefore
customer should be targeted and discovered via. Various online points of attention. The multi-
channel approach should be utilized to completely target the prospects crawling in the market.
11. Solid and deliberate approach-Each and every content whether paid and unpaid should have
a solid content. This content should have a strategic approach which should be deliberately
planned to capture the attention of the user.
12. Featured Snippets-Google’s featured snippets officially rolled out in 2017 which provide
position zero to a page of website on SERPs. These snippets are very useful and provide high
page rankings. They are brief and crisp and provide solutions to ‘how to’ queries on search
engines.
13. Google CAS-Customers are stuck in various stages of conversion funnel and cannot be targeted
with same ideas, and hence to ease the task of making personalized content and understating
customer wants and needs on micro scale, Google launched custom audience solution which
brings custom affinity and custom intent audience together for better segmentation and
targeting.
14. Email Hyper-Personalization-Hyper personalization of emails is a new trend which

emphasizes on sending emails which mean something to the receiver and the meaning is hidden
in the understanding of the customer by the marketer. Hyper personalization compounds the
conversion rates and enables the customer to feel more attached to the brand.
15. Iceberg analysis or Semantic Search-Search engines are now programming itself to
understand the quality of the content and its relevance to the query the user provided and to
moderate the strong effects of keywords and SEOs to rank the content on SERPs. The E-A-T
(Expertise-Authoritativeness-Trustworthiness) will now take care of what fits the query best
and not what the keyword says.

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16. UX is key to ranking-User Experience or UX is another significant factor now getting

advantage in SERP rankings. A simple strategy of pulling to source is not enough, if the
experience of the user with the digital console of the website or application is not up to the
mark he will jump back to other solutions listed on SERPs. Whereas, if the experience is as
per the user’s comfort he will keep looking for content on the platform.
17. Comparative nature and low temper-Comparative nature is noticed since resourceful
information is available on the internet. The consumers in today’s market have a lower
temperament and are less loyal to brands, if at all they feel inconvenience in finalizing adeal
they start looking for suitable options.
18. Local SEOs-Local SEOs are very useful for local suppliers since they offer visibility
whenever a local query is made. These can be customized to boost online as well as offline
traffic and provide anticipated results. Local SEOs help the providers by rectifying
unnecessary traffic from the internet and provides the insights of local incomings.
19. Social Commerce and social media-Social Commerce must not be overlooked. Social media
and social commerce applications like Meesho, Bulbul are providing reliableplatforms to
various providers to get the visibility and conversion rates by providing addedsecurity.
20. Customer seeks comfort-Security, reliability and relevancy is what is responsible for sliding
into deals with the customers. Marketers should consider this concern and make suitable
content since comfort and security work hand in hand.
21. Voice Search Optimization (VSO): With the increasing prevalence of voice-activated
devices and virtual assistants, optimizing for voice search has become crucial. Websites and
applications that are voice-search-friendly stand a better chance of ranking higher in search
engine results, as more users adopt this convenient method of information retrieval.
22. Video Content Dominance: The rise of video content continues to shape digital landscapes.
Platforms like YouTube and Instagram have become influential marketing channels.
Marketers need to recognize the significance of engaging and informative video content, not
only for user experience but also for improved search engine rankings.

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5.2 SUGGESTIONS
I. The marketers’ musts for content:
1. Create personalized content
2. Understand what different groups wants
3. Content must highlight brand, quality, price and comfort
4. Video content from users as a feedback increases conversions
5. Content must be friendly with virtual assistants like Alexa, Siri etc.
6. Content must also be friendly with visual SEOs to adapt searches from Visual
Assistants like Google lens.
7. Content must be according to the trend to make it eye catchy
8. Content must be in context with social commerce and must provide relevant
information.
9. Content in text form must have necessary keywords to generate SERP
optimization.
10. Solution based brief content is the best form to place the website in zero position
on SERPs as featured snippets.
11. Interactive visual content attracts more people.
12. Brand must always be signified to grab quick attention.
II. The marketers’ musts for Display Ads:
1. Display Ads must be side-paneled in websites or applications
2. For Google Discovery Ads, content of ads must be deliberately planned
3. Analytics obtained from the ads must be utilized to understand future

projections of ads on various platforms.
4. A/B testing should be applied to improvise further content
III. The marketers musts for social media:
1. A balance must be strike with the paid and unpaid versions of promotions.

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2. Social media users are attracted to paid promotions; hence they shouldn’t be
neglected.
3. Social media stories are common amongst maximum users due to their
interactive content, must be exploited to the fullest.
4. Specific content must be designed for feeds and stories. Mixing up the same
content may end up in worst projections.
5. Other facilities like for an instance, Instagram Reels YouTube shorts Videos
can beutilized to generate product interest
6. Feedback based video content is a key to raise conversions.
7. Product oriented videos like unpacking and description can be used to boost
sales, since they are responsible to generate trust by providing answers to
customers knows and how’s.
8. Social media embeds will work well on websites and applications.
IV. The marketers’ musts for analytics:
1. Different applications and platforms must be used to gain analytics
2. Social media analytics are restricted, log with other platforms
3. Understand the demography, phases of search, quality, brands, price range,

offers searched for to provide solutions touching the wants
4. Identify when, where and what the customer has searched to provide crisp
results whenever he scrolls the feed or stories.
5. If you have some basic details try to personalize offers like Deepawali offers
for those who celebrate, Christmas offers, birthday offers etc.
6. Analytics help to understand which state is responsive and which is not, focus
on responsive states.
7. Analyze why some viewers are not getting converted, work only if useful. For
e.g. viewers with age below 15 may not be the right person to target with an
offer but can be targeted with attractive products.
8. Understand the demography and culture
9. Understand the traffic sources if you are using a multichannel approach.

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V. Other important suggestions:

1. Understand the composition of your traffic before putting it to your conversion
funnel.
2. For an example in research conducted by (Verma & N, 2019) of 138 samples,
showed that majority of the respondents were between 20-34 age out of which
most of them were undergraduate or postgraduate students who can spend up to
1000-5000 INR in a shot. In such case providing deals with offers on branded
items, endorsed by celebrities at an offer prize with COD option can be the best
strategy to target. However, providing an EMI option or Credit and Debit card
only may not be a wise approach.
3. Emails with useful and attractive information can be great channel of bringing
traffic. Newsletters, customize emails, are keys to higher conversions.
4. AI must be considered seriously. It can be used to target especially abled
people, elderly people, children etc.
5. Consumers are impulsive in behaviors, therefore constant targeting with
relevant content can be the primary way to build interest and transfer the
customer into a conversion funnel.
6. UX and web designers must know that with improving technologies speed and
attraction is the main feature. Customers are comparative, explorative and of
low temperament, and any latency can lead to a jump to new option.
7. Since customers are frequent searchers and not frequent one should understand
that only constant targeting with relevant content can create monthly leads.
8. Search engines are still the most popular form of traffic and with constant
change in optimizing techniques and advancing algorithms marketers must
understand to work on quality content, user experience, and provide personalize
and secure environment to align with more than what customer needs.

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5.3 CONCLUSION
Digital marketing is a booming industry with its online revenues brimming out of the graphs. With
the rise in the sales of smart phones and access to the internet at feasible costs, the onlinesearches
and purchases have boomed the ceiling. Traditional methods of digital marketing withold tools of
SEOs, SEMs, SMM, EMM, Content Marketing, etc. have incorporated new platforms which align
with AI technology like Virtual Assistants and Chatbots, visual searches from Google Lens and
similar applications etc. which provides the user a different realm of technology.
Moreover, Google and other search engines are working really hard to consider the content quality
which was earlier hindered by adding more and more keywords, tags and handling otherSEOs, but
now with semantic searches and E-A-T algorithms content quality will now be an important factor
to provide ranking I SERPs. SERPs position zero is now acquired by featuredsnippets which is an
unpaid feature provided to those platforms which crisp provide solutions to problems.
Digital marketing is a multi-channel approach to target the users in paid and unpaid ways to
convert a user from a casual visitor to a customer. Customers are now explorative, comparativeand
possess low temperament and therefore should be handled with care. Providing high quality User
Experience with security features and AI conversation platforms helps build trustand long-term
relations. A personalize touch to customers platform by understanding his various what’s, where’s,
how’s and when’s will help to establish a bond thus leading to meetingthe objectives of increased
conversion rates.

Page
5.4 BIBLIOGRAPHY
Books:
 Madhani, J. V., & Rajyaguru, K. H. (2020, September 2). IMPACT ANALYSIS OF
DIGITAL MARKETING: Journal of Management and Entreprenurialship, 22(ISSN
1411-1438 print / ISSN 2338-8234 online), 800. Doi: DOI: 10.9744/jmk.22.2.161–164
Website or Webpage:
 Admin, I. (2020, February 3). Visibility and Customer Engagement in Digital Marketing!
Retrieved from http://www.idaosejaipur.com/blog/visibility-and-customer- engagement-
in-digital-marketing/
 Ellis, M. (2020, December). 9 top digital marketing trends for 2021. Retrieved from
https://99designs.com/blog/marketing-advertising/digital-marketing-trends/
 Kamble, O. (2019, Jun 18th). The Growth of Digital Marketing in India. Retrieved
https://yourstory.com/mystory/the-growth-of-digital-marketing-in-india
Online Document:
 Media, B. (2020, October 31). Digital Marketing Trends 2021 in India- Blindspot Media.
Retrieved https://www.mediablindspot.com/amp/digital-marketing-trends-2021-in- india-
blind spot-media
 PPCExpo. (2020). The Growing Role of Chatbots In Digital Marketing. Retrieved from
https://ppcexpo.com/blog/chatbots-in-digital-marketing
 Siu, E. (2020). 6 Google Ads Trends You Can’t Ignore in 2021. Retrieved from
https://www.singlegrain.com/google/google-ads-trends-2021/
 Subramaniam, M. (2020, January 21). Opinion: Impact of digital marketing on consumer

behavior. Retrieved from https://www.campaignindia.in/article/opinion-impact-of-digital-
marketing-on-consumer-behaviour/457737

Page
 THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR. (2020,

June 25).Retrieved from https://www.chainreaction.ae/blog/the-impact-of-digital-
marketing-on- consumer-behaviour/
 Verma, D., & N, M. (2019, December). AN ANALYTICAL STUDY ON THE IMPACT

OF DIGITAL MARKETING. (ISSN -0974-7869 (Print)),79. Retrieved from
http://www.iisjaipur.org/iiim/PDF/Oorja%20July- Dec%202019.pdf#page=6
 Sabanoglu, T. (2021, march 26). Retail e-commerce sales worldwide from 2014 to 2024.
Retrieved from https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-
sales/
 Pahwa, A. (2021, February 18). How social commerce is helping India move from
interaction to transaction. Retrieved from www.ey.com: https://www.ey.com/en_in/e-
commerce/how-social-commerce-is- helping-india-move-from-interaction-to-transaction
Company Websites:
 Zomato Media Private Limited: https://www.zomato.com/investor-

relations/financials/
 One97 Communications Limited: https://ir.paytm.com/annual-reports/
 Meta Platforms, Inc.: https://investor.fb.com/financials/
 Netflix, Inc: https://ir.netflix.net/governance/ESG/defaul

Page
AXXENURE
An Analysis of Evolving Marketing Trends in the Digital Era,"
Dear Participants,
Greetings! Thank you for participating in this survey as part of the MBA project on "An Analysis of
Evolving Marketing Trends in the Digital Era," conducted by Aditya Wasnik. Your valuable insights
are crucial for understanding the dynamic landscape of digital marketing.
* Required
1. Name *
2. Email *
3. Age *
Mark only one oval.
15-20
21-25
26-30
31-35
36-40
41-45
46-50
56-60
61-65

Page
4. State (Ex. MAHARASHTRA) *
5. City (Ex. MUMBAI) *
6. Gender *
Mark only one oval.
Male
Female
Other:
7. Which of the following occupies your time on the Internet? *
Mark only one oval.
Google Search
Gmail/Other Email Apps
Social Media like Instagram, Facebook, and LinkedIn etc.
Shopping Apps
Other Leisure/Educational Apps
8. Which of the following you prefer more? *
Mark only one oval.
Online purchase
Offline Purchase

Page
9. How much you have inclined towards online shopping from 5 years before till date?
*Mark only one oval.
I almost buy every possible thing online

I often purchase online
I barely purchase online
I purchase only those commodities

which are not available in local markets
I still do not purchase online
10. What motivates you to shop your commodities online? *
CHECK ALL THAT APPLY.
QUALITYP RICE
TREND OF ONLINE PURCHASING
S OME COMMODITIES ARE AVAILABLE ONLINE

ONLYEASE OF ACCESS TO DIFFERENTMARKET
TRENDING ADS
11. Which of these commodities you usually order online? *
Apparels
Footwear
Electronics
Furniture and Home Décor
Books
Mobile, Computer and Smart Devices
Beauty Products
Sports and Fitness wears and Equipment’s
Health and Personal Care Products
Grocery and Gourmet Products
Home and Kitchen
Pet Supplies
Science and Industrial Products
Merchandise of a particular brand
Educational services and self-help courses
Page
12. How often do you place an Online Order?

Once every 4 months
Irregular purchases
once every 2 months
once every month
twice every month
3-5 times a month
6-8 times a month
8-10 times a month
10-12 times a month
12-15 times a month
15-20 times a month
13. What is the source of searching the commodity?
WhatsApp/Telegram/Mobile Text forwarded link

Ads running on webpages or mobile applications
YouTube Videos links in Description
Links from Blog Articles
Google/Yahoo/Bing Search
Email Ads
Through social media like Instagram, Facebook etc.
14. How often you search a commodity?

Once a week
twice a week
3-6 times a week
7-10 times a week
10-15 times a week

Page
15. What is your primary objective that motivates you to search, select and place
theorder?
Brand
Rating
Quality
Price
Appearance
Discount and offers
16. What is the nature of purchase?
Personal Purchases Only

Occupational Purchases Only
Majority of Personal Purchases
Majority of Occupational Purchases
17. How often do you click the Ads on Web pages/YouTube/Social Media?
Whenever I wish to purchase the product (this wish is depicts no monetary Restrictions)
Whenever I want/need to purchase the product
Whenever I feel to simply search the product on the internet

18. How often you reply to small survey pop-ups on the internet?
Every time I see it
often
seldom
never

Page
19. How often you provide feedback of the commodity purchased? *
Mark only one oval.
Every time
only when satisfied
only when
dissatisfied never
20. How often do you compare a product on various basis before purchasing it? *
Mark only one oval.
21. Which of the following you use the most?
Instagram
Facebook
Twitter
LinkedIn
22. Which of the following you use for professional/Business use? *
Check all that apply.
Instagram
Facebook
LinkedIn
Twitter

Page
23. What influences you the most to search profiles on social media?
Story Shout Outs
Feed Shout Outs
Sponsored Ad
Links in Description
24. How often you promote profiles on request/of own will? (for free) *
Egg. Posting a Feed, giving shout outs on stories etc.
Mark only one oval.

Only for closed ones
I do it for genuine requests
I do it for everyone who requests
I never promote someone on my profile
25. How much you get influenced with sponsored Ads? *Mark only one oval
I will prefer unpaid ideas of marketing like stories, feeds, engagement groups etc.
I will surely go for paid criteria Ads, but on a smaller scale
I will prefer balancing both
I will spend more on sponsored Ads and content making and will barely focus on my
unpaid marketing ideas
26. If you are handling professional social media page then: *Mark only one oval
I always click when I see one

I only click if it suits my interest,I seldom click it
I never click any sponsored Ads

Page

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MBA III SEMESTER PROJECT REPORT

“AN ANALYSIS ON EVOLVING MARKETING TRENDS IN THE

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

REGIONAL COLLEGE OF MANAGEMENT BANGALORE

Plot No 34/4 and 34/5, Mudugurki, Devanahalli,

Place: - Bangalore Name: - ADITYA WASNIK

Date: - Registration Number: - P19RL22M015005

Place: Bangalore Signature of Guide

(Approved by AICTE, affiliated to Bengaluru North University)

SIGNATURE AND SEAL OF DIRECTOR/ PRINCIPAL

I would like to gratefully acknowledge BENGALURU NORTH UNIVERSITY, for this

Place: Bangalore Name: ADITYA WASNIK

Date: Registration Number: P19RL22M015005

SERIAL TOPIC PAGE

1.1 INTRODUCTION TO MARKETING TRENDS IN 2

1.3 NEED OF THE STUDY 4

REVIEW OF LITERATURE AND RESEARCH

2.1 REVIEW OF LITERATURE 6-10

2.2 STATEMENT OF THE PROBLEM 10-11

2.3 SCOPE OF THE STUDY 12

2.4 OBJECTIVE OF THE STUDY 12

2.5 HYPOTHESIS OF THE STUDY 13

2.6 RESEARCH METHODOLOGY 13-15

2.7 TOOL FOR COLLECTION OF DATA 15-16

2.8 LIMITATION OF THE STUDY 16

3.1 PROFILE OF THE SELECTED ORGANIZATION 18-31

DATA ANALYSIS AND INTERPRETATION

4.1 DATA ANALYSIS AND DATA INTERPRETATION 33-64

FINDINGS, SUGGESTIONS, CONCLUSIONS

5.2 SUGGESTIONS TO THE ORGANIZATION 69-71

5.4 BIBLIOGRAPHY 73-74

5.5 ANNEXURE 75-81

NUMBER TITLE PAGE

DATA ANALYSIS AND INTERPRETATION

TABLE 1 Table showing age of respondents. 39

TABLE 2 Table showing state of respondents. 40

TABLE 3 Table showing gender of respondents. 41

TABLE 4 Table showing respondent spending time in internet. 42

TABLE 5 Table showing respondents preference. 43

TABLE 6 Table showing respondents preference towards online 44

TABLE 7 Table showing respondents motivation towards buying 45

TABLE 8 Table showing, which of these commodities respondents 46

TABLE 9 Table showing how often respondents place order online. 48

TABLE Table showing source for the respondents to find the 49

NUMBER TITLE PAGE

TABLE 11 Table showing, how often respondents search for commodities. 50

TABLE 12 Table showing respondents primary objectives to place an order 52

TABLE 13 Table showing respondents nature of purchase. 53

TABLE 14 Table showing how often respondents respond on Ads. 54

DATA ANALYSIS AND INTERPRETATION CHAPTER

GRAPH 1 Graph showing age of respondents 38

GRAPH 2 Graph showing state of respondents. 39

GRAPH 3 Graph showing gender of respondents. 40

GRAPH 4 Graph showing respondent spending time in internet. 41

GRAPH 5 Graph showing respondents preference 42

GRAPH 6 Graph showing respondents preference towards online 43

GRAPH 7 Graph showing respondents motivation towards buying 44

GRAPH 8 Graph showing which of these commodities respondents 45

GRAPH 9 Graph showing how often respondents place order online. 47

GRAPH 10 Graph showing source for the respondents to find the 49

GRAPH 11 Graph showing, how often respondents search for 50

GRAPH 13 Graph showing respondents nature of purchase 52