IMPACT OF DIGITAL MARKETING ON SELECTED E-

COMMERCE SITES

PROJECT REPORT
Submitted to Punjab University, Chandigarh

In partial fulfilment for the degree of

Bachelor of Business Administration (2018-2021)

Submitted To: Submitted By :

Dr. Meenu Singla Shivam Batra

Assistant Professor 18045868

SRI AUROBINDO COLLEGE OF COMMERCE AND

MANAGEMENT, LUDHIANA

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 DECLARATION

I, Shivam Batra , a Student of BBA 2018-21 Batch, at Sri Aurobindo College of

Commerce and Management, Ludhiana hereby declare that the project on the
topic “IMPACT OF DIGITAL MARKETING ON SELECTED E-
COMMERCE SITES” is my original work and that it has not previously formed
the basis for the award of any other Degree, Diploma, Fellowship or other similar
titles. It has been done under the able guidance of Dr. Meenu Singla.

Shivam Batra

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 CERTIFICATE OF APPROVAL

This is to certify that the project work entitled “MPACT OF DIGITAL

MARKETING ON SELECTED E-COMMERCE SITES” is a bona-fide work
carried out by Shivam Batra in partial fulfilment for the degree of Bachelor of
Business Administration at Sri Aurobindo College of Commerce and Management,
Ludhiana affiliated to Panjab University, Chandigarh. The project report is
approved here with.

Dr. Meenu Singla

Assistant Professor

SACCM, Ludhiana

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 ACKNOWLEDGEMENT

At the outset I bow my head before the ‘Almighty’ for the immense blessings
showered on me to carry out this project work successfully. Also, I must express
my deepest gratitude to all people along the way. No words can adequately express
my sense of gratitude; still I express my heartfelt thanks through words.

I express my deep sense of gratitude to my research supervisor Dr. Meenu Singla,

Assistant Professor, Sri Aurobindo College Of Commerce And Management for
her in valuable guidance for the right blend of flexibility and support, for
meticulous reading of the text, honest criticism and helpful feedback and for
always believing in me and encouraging me to set higher goals.

My sincere thanks to Dr. Ajay Sharma, Principal, Sri Aurobindo College Of

Commerce And Management for providing all necessary assistance during the
course of my research. I express my deep sense of gratitude to my loving and
supportive family. And a special word of thanks to all of my friends for their
guidance and support

Shivam Batra

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 TABLE OF CONTENTS

- Declaration
- Certificate of Supervisor
- Acknowledgment
Page no.

Chapter 1 INTRODUCTION 7 - 38

Chapter 2 REVIEW OF LITERATURE 39 - 43

Chapter 3 RESEARCH METHODOLOGY 44 -48

Chapter 4 DATA ANALYSIS AND INTERPRETATION 49 - 76

Chapter 5 FINDINGS AND CONCLUSION 77 - 86

BIBLIOGRAPHY

Annexure

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IMPACT OF DIGITAL MARKETING ON E-COMMERCE

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 Chapter 1

Introduction

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 Chapter 1

Introduction

1.1 Marketing

Marketing is the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.

The definition of marketing is the action or business of promoting and selling

products or services, including market research and advertising. Today, marketing
is something that every company and organisation must implement in its growth
strategy. Many companies use marketing techniques to achieve their goals without
even realising it. Marketing refers to actions a company or organisation takes to
promote themselves and increase sales of their product or service. It is one of the
key aspects of business.

People often do not know exactly what marketing is and, when asked, they define it
as selling or advertising. While these answers are not wrong, they are only a part of
marketing. It involves many other things like product distribution, promotion,
designing and creating materials like landing pages and social media content,
building customer experience, doing market research and establishing target
markets, and much more.

Marketing is very broad and encompasses all strategies that help a company, brand,
or individual achieve its objectives.

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But upon digging deeper, I began seeing that actually, marketing does overlap
heavily with advertising and sales. Marketing is present in all stages of the
business, beginning to end.

Seven experienced marketing professionals to find out their marketing definition.

Here’s what they had to say:

Marketing is promotion
“I would define marketing as promoting yourself to potential customers in any
form on any platform. This would include your average marketing: emails,
billboards, and advertisements. I would also include things that you wouldn’t
expect: employees’ social media presence, your brand image, and location. If your
company is in front of a potential client, that’s marketing.” (Savannah Thieneman)

Marketing is educating and transforming

“Marketing is educating your potential customers, raising their desire for
transformation, and increasing their ability to make an informed sales decision by
differentiating your solutions from all their other options.
When marketing is done well, sales become easy, because the customer not only
believes their situation can change but that your product will be a key part of that
change.” (Regina Anaejionu)

Marketing builds influence

“I have two ways to answer this. The first is what I say to a non-marketing person
like my mother or if I truly only have less than 30 seconds to answer: ‘Marketing is
influencing a person or business to take action.’ Whether one is interested in buying
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a bar of soap or hiring a consultant, the person or business needs to see a need,
learn about what can meet it, and then make an informed decision to do so.
(Heather Schueppert)

Marketing works like a spotlight

“Marketing is like having a spotlight and being able to choose where you shine it.
A great marketer has the knowledge and skills necessary to operate that spotlight
and shine in the direction that he wants, therefore bringing light and attention to the
subject or company of his choice.” (Ramon Khan)

Marketing executes on an initiative

“Marketing is the strategic and tactical execution of an initiative whose primary
goal is to draw attention to a product or service. Marketing campaigns can be
ongoing to appeal to a defined user base or can specifically target short term
focuses. It’s important to segment tactics based on channels. For example, a digital
strategy might focus on traffic and lead generation, while a traditional strategy
might include attending trade shows to help build long term personal relationships.
Depending on which route you choose, the tools and targeting can change
dramatically. Overall, in today’s digital world, traditional marketing methods often
work hand in hand with digital solutions.” (Sumant Vasan)

Marketing shows you as the solution

“Marketing is the art of convincing people that need your product or service that
you’re the best option they have to either get more money or more free time. That’s
about it.” (Petra Odak)

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Marketing is all the things
“Marketing is all things you do to move your potential customer through the cycle
of knowing, liking, trusting, buying, and hopefully recommending your product or
services to others. Marketing starts with understanding your customers, so you
design a product or service that is of value and then you create and build a
relationship with your potential customer over time. You will use a combination of
your own platforms, such as the packaging and website, and other platforms, such
as social media or TV.” (Suzzane brown)

Marketing sparks an emotion

While there’s truth in all of these marketing definitions, I think there’s also an
immediate reaction that occurs with all marketing efforts that hasn’t been
mentioned. Marketing inspires the initial feeling someone in your audience gets
when they view your branding. As an example, I’ve been shopping for homeschool
curriculums for one of my children. Some of the marketing has been outdated,
boring, or unclear, which makes me wonder: if as a consumer, I can’t connect with
these companies, how will they inspire or educate my child? In turn, I’ve been
excited about purchasing from other brands with updated visuals or clear and
enticing copy. This initial branding spark goes a long way in inspiring your clients
to buy (or not).While many marketers share varied marketing definitions, all of
what’s been said here rings true. Marketing moves customers and prospects to
connect, engage, purchase, or grow.
1.1.2 The 4 Ps of Marketing

The 4 Ps of Marketing are a simple formula for identifying and working with the
essential elements of your marketing strategy.

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Product
A product is defined as a bundle of attributes (features, functions, benefits, and
uses) capable of exchange or use, usually a mix of tangible and intangible forms.
Thus a product may be an idea, a physical entity (goods), or a service, or any
combination of the three. It exists for the purpose of exchange in the satisfaction of
individual and organizational objectives.

Price
Price is the formal ratio that indicates the quantity of money, goods,
or services needed to acquire a given quantity of goods or services.
It is the amount a customer must pay to acquire a product.
This factor affects other factors such as
The margin we hope to obtain.
What target market do we want to present ourselves to and what purchasing power
do our consumers have? Do we want to enter the luxury market or bet on the mass
market?
The company's financial goals.

Place (or Distribution)

Distribution refers to the act of marketing and carrying products to consumers. It is
also used to describe the extent of market coverage for a given product.In the 4 Ps,
distribution is represented by place or placement.

Promotion
Promotion marketing includes tactics that encourage short-term purchase, influence
trial and quantity of purchase, and are very measurable in volume, share and profit.
Eg. rebates, premiums, coupons etc.

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1.1.3 TYPES OF MARKETING

Over the years, marketing has evolved from what it used to be. When once there
were only print media houses to promote a brand’s product or services, the advent
of television and the internet changed the game.

Affiliate Marketing
An affiliate helps promote the product of a brand on whatever online channel they
see fit. The good thing with using this marketing method is that businesses only get
to pay the affiliate when the latter’s promotion generates a sale. Affiliate marketing
is an effective method as the publisher will do everything possible to market a
brand’s products to consumers for the commission they stand to get.

Social Media Marketing

Businesses employ this method to reach potential customers who already spend a
great deal of their time on social media platforms. Great marketing on social media
can help bring success to a business. It makes it easy for brands to interact with
their customers and build a relationship. It can also help to drive leads and sales.

Word of Mouth Marketing

This is an unpaid form of marketing that has consumers doing all the work.
WOMM is arguably one of the most trusted forms of marketing.
92% of consumers trust recommendations from family and friends over other types
of marketing.Satisfied customers take it upon themselves to tell others how much

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they appreciate a product or service. A company only gets to this level by offering
products or services that are of premium quality.

Content Marketing
Content marketing refers to any form of marketing that involves the creation,
publication, and distribution of free content online. In an attempt to get the word
out, businesses are known to spend heavily on content marketing each year.Content
marketing uses videos, infographics, blogs, podcasts, social media posts, and
persuasive copy to attract and convert prospects into customers.

Search Engine Optimization

Also known as SEO, this digital marketing method is the process of optimising a
website for visibility on search engines. The goal of employing this method is to
create awareness and get potential customers to find and visit one’s website.

Email Marketing
Email marketing is one of the most direct and effective ways a business can
connect with leads, nurture them, and eventually convert them into customers.
Email marketing is a digital marketing method where companies send emails to
prospects and customers.The content of the emails could be educational,
entertaining, or promotional as the case might be.
Influencer Marketing
This method of marketing orients itself around an influential individual. Influencer
marketing is yet another effective marketing strategy. A company looking to
promote its products or services reach out to an influencer in their industry or niche

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and find a mutually beneficial way to promote their offering to the influencer’s vast
audience.

Brand Marketing
Brand marketing is a marketing move by brands to shape its public perception and
to connect with its target audience. Brand marketing uses inspiration, storytelling,
humour, and creativity to establish an emotional connection with existing and
potential customers.

Retargeting
Retargeting is the practice of serving display ads to individuals who have engaged
with one’s website or brand in the past. Businesses use this method to lure existing
or potential customers to revisit their website or purchase what they offer. Studies
have shown that 92% of people who visit a site for the first time aren’t looking to
make a purchase. And so it becomes necessary for a brand to retarget these one-
time visitors.

1.2 Digital Marketing

Gone are the days when internet marketing was considered a stand-alone
promotion medium. The next big thing in the marketing world is Digital
Marketing.Also known as online marketing. Digital marketing is the promotion of
your business, organisation or brand using channels such as the Internet, mobile
devices, television and radio in addition to using creative online advertising, video,
podcasts and other such methods to communicate your message. Internet marketing
in particular plays a huge part in any digital marketing strategy and is becoming the
core of many organisations overall marketing strategies, particularly with regard to
social media marketing. A large section of marketing experts believe that this

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digital interactive marketing medium will make traditional marketing tools appear
irrelevant to the new generation media consumer. Digital Marketing is the practice
of promotion of products and services using interactive digital distribution channels
to reach consumers in a timely, relevant, personal and cost-effective manner.

While digital marketing include many of the techniques and practices contained
within the category of Internet Marketing extends beyond this by including other
channels with which to reach people that do not require the use of The Internet. As
a result of this non-reliance on the Internet/digital media, the field of digital
marketing includes a whole host of elements such as mobile phones, sms/mms,
display / banner ads and digital outdoor. Digital is now broadened to support the
"servicing" and "engagement" of customers. Digital Marketing is the promoting of
brands using all forms of digital advertising. This now includes Television, Radio,
Internet, mobile and any other form of digital media.

Digital marketing offers higher conversion rates resulting up to 2.8 times better
revenue growth for business with digital marketing strategies.
In today’s competitive digital world, taking your business forward might be
challenging.

Digital marketing plays a major role to increase your sales. Simply because it
reduces the cost by generating a healthy stream of revenue.
At the current time, businesses are proceeding towards the marketing world to land
their business safely. And, the company that does not follow the present era of
marketing and communication are lacking behind.
Successful digital marketing techniques and tips promote products and brand
through multiple forms of electronic media.

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Your business is worthless when you do not get any conversion from it. Online
marketing helps in promoting your business estimating few budgets compared to
expensive promoting platforms like Yellow pages, television, radio, and magazines.
You can check immediately what is working for your company online. And, apply
procedures to advance the consequence instantly.
For an instance, to measure web traffic you can use Google analytics and also
available marketing solution.
Also, this type of marketing also helps to endorse your prospect, customers and
followers explore your site, get the most out of your product and service. This can
be done instantly making your business more impressive.
This type of marketing endorses your prospect, customers, and followers to explore
the site, get the most out of your product and service. This surely can be done
instantly making your business more impressive.
Digital media is the best platform to convert a product to a brand. Because it is
more cost effective and it provide lot of touch points to marketer. Brands can able
to engage their target group in an effective way through digital platforms. Digital
media is not only for engagement, brands can increase their customers or they can
retain their existing customers. Digital platforms help to increase the impact of
brand recall in target groups. The present study shows that the influence of the
digital channels not supporting in change of opinion of customer towards
purchasing a product, but in near future the digital channels influence the customer
purchase opinion as there is a consideration for digital channels among customers
are evident. Digital marketing may achieve something more if it considers
consumer desires as a peak priority.

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1.2.1 Types of Digital Marketing

In normal outbound marketing, we will use pull and push marketing strategy. Like
that in digital marketing also pull and push are types.

In push digital marketing the marketer sends a message without the recipient
actively seeking the content, such as display advertising on websites and news
blogs. Email, text messaging and web feeds with customized contents can also be
classed as push digital marketing when the recipient has not actively sought the
marketing message. Push marketing allows you to target your demographics and
use your marketing money to promote your product to the people you know are
interested in what you have to sell. A push marketing campaign can be more
expensive when it comes to upfront costs, so you really need to be sure that your
marketing is going to reach the right people at the right time. Behaviour targeting is
good example for push digital marketing.

In Pull digital marketing includes blogging, email marketing, social media, info
graphics and other forms of visual messaging and search engine optimization
(SEO). A pull marketing campaign also includes public relations or other ways of
reaching out to potential or already realized customers who you want to keep
engaged. While a pull marketing campaign can be less expensive to get started, you
will incur costs in other ways. For example, if you are running a social media
campaign, you will need to hire someone to manage your social media and respond
to people who leave comments or ask questions. Social media gets people talking
and that has a major impact on sales. Pull marketing also requires a greater
investment in time, but it gives you more ability to entertain your customers and
educate them about your company.

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But don't get confused by seeing Email in push and pull, there is a difference. If
marketer is sending emails with customized content or banners to specific group of
customers is push digital marketing. If marketer is sending emails with the same
content or banner to all customers is pull digital marketing.

1.2.2 Advantages of Digital Marketing

Digital Advertising is increasingly an inherent budgetary component of many

organizations today. Organizations of all sizes use the medium to promote their
products and services. So well, why do so many organizations use the medium?
Simply put, it is due to the numerous advantages that online advertising offers.
These are discussed in the paragraphs ahead.

Reach

The ability of the online medium to target a certain demographic of users is one of
the greatest advantages of digital advertising. In addition, the geographical reach of
the online medium is far greater than that of traditional media. It’s not only cost
effective to achieve a wider geographic area but the ads can also be targeted to the
desired audience. For example, if an advertiser is keen on selling his or her
products targeted to a certain demographic of people, it is quite possible through
online advertising. Digital advertising has matured to the extent that web
publishers, media agencies and advertisers themselves know the optimal ways and
websites for a certain category of products or services.

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Measurement

With various tools becoming available, tracking effectiveness of ad campaigns is

becoming possible today. In other words, measuring Return of Investment (ROI) is
increasingly possible today. Organizations that were previously reluctant to spend
online, now realize that the online medium does offer means to alleviate any such
fears. Moreover, when properly designed online marketing campaigns generate the
desired results, advertisers are further encouraged to continue advertising online.

Interactive and Engagement

The Internet is arguably the most interactive and engaging medium among various
others. Interactive campaigns have become a norm with the power of the online
medium. Customers are basically just a click away from the advertisers.

Time

Through the Internet, an advertiser can reach a desired target group or demographic
in a much shorter time frame. For example, if an advertiser needs to plan some sort
of ambush marketing, the online medium can be an effective means of achieving it.
Even otherwise i.e. for regular marketing campaigns, the total time necessary to
complete an online advertising campaign is less than that of traditional advertising
methods.

Cost

When compared to traditional forms of advertising, digital advertising is cheaper.

Various payment models are available between the advertisers and publishers.
Many a time, advertisers are charged only when visitors click on their ads. The
various payment models are discussed in detail in the next section.

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1.2.3 Disadvantages of digital marketing

Some of the downsides and challenges of digital marketing you should be aware of
include:
Skills and training
You will need to ensure that your staff have the right knowledge and expertise to
carry out digital marketing with success. Tools, platforms and trends change rapidly
and it's vital that you keep up-to-date.

Time consuming
tasks such as optimising online advertising campaigns and creating marketing
content can take up a lot of time. It's important to measure your results to ensure a
return-on-investment.

High competition
while you can reach a global audience with digital marketing, you are also up
against global competition. It can be a challenge to stand out against competitors
and to grab attention among the many messages aimed at consumers online.

Complaints and feedback

any negative feedback or criticism of your brand is can be visible to your audience
through social media and review websites. Carrying out effective customer service
online can be challenging. Negative comments or failure to respond effectively can
damage your brand reputation.

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Security and privacy issues
there are a number of legal considerations around collecting and using customer
data for digital marketing purposes. Take care to comply with the rules regarding
privacy and data protection.

1.2.4 The Impact of Digital Marketing on Business Growth

The use of digital marketing strategies has also had a direct impact on profit
margins and the ability of a business to grow. Without incorporating this style of
advertising into a broader messaging campaign, a brand severely limits their ability
to be successful. A business that doesn’t embrace digital marketing strategies also
limits the growth opportunities for their business.

Impact of digital marketing on business growth:

1. Find Customers That You Would Have Never Encountered Via SEO

If you have even a basic understanding of digital marketing you have heard the
phrase and acronym SEO. This abbreviation stands for search engine optimization.
The objective of using SEO techniques is to increase where your content is ranked
by the search engines. The higher you rank, the better your chances are of getting
your website and other content in front of potential customers.
From your perspective, the more traffic that you generate to your website means a
chance to increase your business. Each person who arrives at your site that isn’t an
existing customer is a chance to grow your database. This visitor could end up
joining your email list or making a purchase that day from your eCommerce store.
Another reason it is important to increase your SEO is that doing so builds
credibility in your site with Google.
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The more Google sees your site as an authority on its designated subject matter, the
higher they will value it.
This also boosts your chances of being seen by more web browsers. To help with
this area, work on creating quality backlinks as one of the ways to increase your
authority.

2. Incorporate Social Media To Help You Share Your Message And Better
Connect With Both Current And Prospective Customers

Social media dominates many aspects of the average person’s life. It should also
play a large part in any digital marketing strategy you embark on. Social media
channels are just one more way you can connect with new and old customers alike.
They also offer you the chance to cross-promote your content from channel to
channel.
Here are some other powerful reasons you need a social media presence and
strategy.
Let a business have conversations with customers that may not have happened
otherwise. This helps customers feel like they are a part of something and that a
company values them.
Social media is great for being able to react quickly to customer feedback and
respond to questions.
You can use your channels to keep an eye on the competition and see what they are
saying & doing and how customers are reacting to their messaging.
You can utilize social listening tools to see what people are saying about your
brand even when you are not tagged in their comments.

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3. Understand What Channels Drive Sales For Your Company

One of the best things about the impact of digital marketing on business growth is
that you can see results almost in real-time.
If you launch an ad campaign and you see a spike in sales, then you can attribute
that spike to your campaign. There are tools you can use to see which channels and
which ads bring you the most traffic as well. All of these are helpful in planning
where to make your next ad buy and how much you should invest.Once you know
the objective, then it is easier to create the ad to drive the desired outcome. If you
want to drive sales, then you want to track how well your ad does in converting
viewers into buyers.

Mailchimp is an email marketing program that helps you create landing pages and
email marketing campaigns. Their program can tell you precisely who opened your
email at what time and tell you what links in your email they clicked. Their
program also lets you segment your list for improved efficiency.

Hootsuite is a terrific platform to use for tracking your social media campaigns and
social listening efforts. It brings the data from all your social channels into one
place and helps you see what audience segments respond to your campaigns. As a
plus, it will also help you schedule your social postings.

Google Analytics can help you examine your website traffic and where it is
originating from. Since Google also has its own services like Google search and
display ads, the ability to track and analyse that data is there as well.

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4. Establish A Presence Online

In today’s world, if you aren’t online no one is going to find you. You must
establish an online presence in order to see an impact of digital marketing on
business growth.
The modern customer doesn’t look through a phonebook; they use Google,
Facebook, or ask their friends on social media. If you aren’t there, you are missing
out. The average person spends over two hours on social media every day. When a
person has the thought to look at a product or service, you must have a presence
where they will be searching.
Creating your social media accounts is the first thing a brand should do when
trying to extend the impact of digital marketing on business growth.
Since the bulk of searches happen on Google, you want to take advantage of every
tool their search engine has. By claiming your Google listing, your exact location
will show up in a local Google search and on their maps application. This will help
bring customers directly to your door. These listings should include your address,
website address, and your phone number. Without a social media footprint, a
potential customer may think your brand has something to hide. Your company will
also be viewed as less than trustworthy.

5. Personalize Your Brand And Control The Messaging

Digital media is the one place where the company is fully in control of the message
and its response to customer feedback.
If a news story is posted online about your brand, you have no ability to counter
any of the comments made by readers. But if you post a critique of your brand,

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along with any reflections or rebuttals you have on your own social channels, you
are 100% in control of what you say and how you handle the responses to it.
Google Reviews are a terrific example of this point in action.Individuals can post
anything they want on a company’s Google Reviews. Smart brands make it a point
to respond to these reviews, either as a chance to work through any issues a
customer has experienced or to rebut a review that is unwarranted or false.

6. Provide Value To Your Customers And Showcase Content That Matters To

Them

Content is more than just the words on a web page. Content includes web copy,
blog posts, social blurbs and hashtags, video, and even photos. It is all-
encompassing. By developing a strategy that includes these forms of content for
your viewers, you can rest assured that you are providing your customers with what
they want to see.
For example, if you are a craft company, videos that provide demonstrations on
how to complete a project or use a crafting tool would prove to be invaluable to
your customer base.
During the pandemic, some of the most popular video content has been how to
make a cloth face mask. Craft stores and fabric companies who created videos
around this subject matter or even took photos to show step-by-step instructions
developed content that brought value to their customers.
After implementing a solid content strategy, companies found that the quality of the
leads generated was better than before they had a content marketing plan in place.

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Final thoughts

Digital marketing has completely changed the way brands communicate with their
customers and the way customers find a company to do business with. The impact
of digital marketing on business growth will only continue to grow as more and
more brands go digital.
If a company lacks a solid digital footprint, it severely hampers its ability to
communicate with existing customers and find new ones. The lack of a digital
presence also leads to a lack of trust in the brand. However, if a company
implements a strong digital marketing plan that covers areas such as social media
and content marketing, it can have a positive impact on a brand’s bottom line.

1.2.5 Increasing revenue by generating demand through digital

marketing

Digital marketing is a constantly evolving world. It can be difficult to maintain a

good digital presence. Knowing how to leverage digital properties correctly is key
to business success. Digital properties can be anything from a medium to spread
brand awareness, company information, or a product pitch. These websites can sell
services, maintain customer engagement, and find talent. They can even take the
function of service roles, finding financial advisors, or independent agents for
insurance companies. Digital properties can be pretty much anything you can
imagine. One of the most crucial questions a business can ask is how do we
increase revenue through investment in digital?
Increasing revenue can be done in many ways digitally. Shopping, paid search,
display, and retargeting are the most widely used form of pay per click (PPC) or

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cost per click (CPC) advertising techniques. SEO, content marketing, and social are
crucial for getting more traffic on your pages of people looking for offerings.
Within content marketing one can conduct a content gap analysis for content
around offerings and services. This can improve your customer journey making it
more efficient and profitable. This can also improve conversions by attracting the
right audience to your website for the offerings that are available. When doing all
of these things it is important to measure channel effectiveness across channels,
identifying gaps in each channel to get more performance. Optimising the
efficiency of these channels will maximise their effectiveness and the revenue these
channels can generate.

1.2.6 Top digital marketing trends to increase your sales

1. Personalization

Personalization is a core component of growing sales in 2020. Your audience

connects with multiple companies, including some of your competitors, so you
must stand out from the crowd. Personalization can help your target customer
notice your business over your competition.
With personalization, you customise your marketing efforts to your audience. This
tactic allows you to deliver a tailored experience for different members of your
audience, which makes them more likely to engage with your business.
You can personalize your audience’s experience by:
• Using their name in email subject lines
• Tailoring information to their location
• Creating content tailored to their interests
• Sending personalised content via email
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 • And more
Use personalization to help your audience feel valued and like you care about (and
understand) their unique interests. Personalization will help you engage your
audience and get them to check out your products or services, which will lead to
more conversions.

2. Paid advertising

The future of digital marketing includes paid advertising too. If you want to use
digital marketing to grow sales in 2020, you need to invest in paid advertising
programs like Google Ads or Facebook advertising. Paid ads allow you to reach the
most interested leads, which helps increase your sales.

You’ll want to focus on two types of paid advertising for your strategy:

Pay-per-click (PPC) ads

Pay-per-click (PPC) ads appear at the top of search results above the organic
listings.
Searchers will see these ads when they search for something directly related to your
ads.

Social media ads

In addition to search ads, you can also use social media ads to grow sales in 2020.
Social media ads appear in users’ newsfeeds, which puts your business right in
front of interested audiences.

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With social media ads, you can advertise on multiple networks, including:
• Facebook
• Twitter
• Instagram
• Pinterest
• LinkedIn
Social media ads are great for driving sales because you can target leads more
precisely, which allows you to reach leads more likely to convert. From
demographics to buying habits, you have multiple options you can use to reach the
right people.

3. Chatbots

Chatbots play a critical role in helping you communicate with customers and
provide customer service. Your team isn’t always available to answer questions, but
chatbots are almost always available for people to use.
With chatbots, you provide customer service for your audience in real-time. They
don’t have to wait to connect with someone to get answers. It’s a simple and easy
way for users to contact your business with questions.
Some people may have simple questions, that once answered, can turn those people
into customers. By using chatbots, you can answer those questions quickly for your
audience and get them on their way to purchasing your products or services.

4. Instagram shoppable posts

With shoppable posts, you can market your products through your organic content.
If you have physical goods to sell, shoppable posts are a great opportunity for your
business to reach new leads.

30
Shoppable posts let you post pictures of your product on your page. Then, you can
tag individual elements in your post with a link to the product page.
So, when people view this content, they’ll see a little white dot over different
products in the photo. When they click on this dot, they’ll see a small callout box
that details the name of the product and how much it costs.
These shoppable posts are great for helping you earn more sales. If people like
something they see in your photos, they can easily find it on your website without
having to search. It also provides them with the price, so they don’t have to wonder
about how much it costs.

5. User-generated content

User-generated content is valuable because it can help you earn more sales since it
serves as an endorsement of your products or services.
Ninety-two percent of users trust recommendations from others over a brand.
People turn to others and their experiences to help them determine if they should
choose your business.
Many people will look at reviews, but user-generated content can have just as big
of an impact.
With user-generated content, you share posts from other people talking about your
product or service. It can also include content that talks about your brand in
general. Always be sure to ask for permission before you share or reshare posts
from your audience!
User-generated content is valuable for bringing a humanistic side to your brand. It
shows people real experiences with your product or service. User-generated content
serves as an endorsement for your brand and can help you nudge leads towards
conversion.

31
6. Automation

Yes, if you use automation so you can dedicate more time to selling!
Your team spends a lot of time on tedious tasks that, while important to your busi
ness, take up a lot of time. You could spend this time engaging your prospects or
creating more content to convince them to convert.
With automation, you give your team more time to work on these tasks.
You can automate tasks like:
• Sending emails
• Collecting data about your audience
• Posting on social media

When you use automation, you take these time-consuming tasks off your team’s
plate. If you have a sales team, this frees up their time to spend more time talking
to your prospects and getting to know them better, so your sales team can turn them
into sales.
Sales teams can save time with a customer relationship management (CRM)
platform, like CRMROI, which will help sales teams compile data in one place
automatically instead of inputting the information manually.

Additionally, tools like CRMROI help your sales team monitor a lead’s digital
journey so that you can deliver the right information at the right time.
Automation frees up time for marketing teams, too. Instead of spending time
posting on social media each day, your team can work on more extensive marketing
campaigns that will help drive sales for your company.

32
For example, you can use a social media management tool, like Buffer, to automate
social media posts by scheduling them in advance. Instead of having to take time
each day to post content, your marketing team can focus on other important
marketing tasks.
By investing in automation, you’ll help your team focus on the critical tasks that
can earn you more conversions.

1.2.7 Future: How is Digital Marketing better

• With the advent of globalisation all businesses had to undergo modification, at

least it is mandatory today for every company to have their digital presence.
Customers are global in scope. There's no boundary in ones business and
transactions is 24 * 7 and more importantly no holiday.

• In online business it is considered as very fast and economical for promoting

product and business growth.

• Credibility plays an important role to invite more customers. You can't fool your
customers, once they've been fooled, you're out online forever.

• Good public relation contributes to the success and failure of any product
available online. You should have a strong public relation to your customers to
survive on the Internet. Feedbacks are taken and worked upon, and a large
database management system helps in maintaining customer feedback.

• Integrated cross-functional solutions. Customization, for example, requires close

integration of marketing, operations, and customer services.
33
• Global perspective. In a world in which the reach of the Internet is global and the
firm may have no knowledge of customer needs, preferences, likely behaviour ,
or local competitive behaviour, a global perspective is a required

• Strategic alliances: The increased importance of strategic alliances as outsourcing

initiatives for the development and delivery of the Internet strategy is evident
from the enormous growth of the professional services firms.

• Time competitive. Shorter development cycles, faster decisions ,faster market

penetration, and time as a key objective are the new realities.

• Expand the Role of Branding in the Global Portfolio

1.3 TACTICS OF AMAZON

What is Amazon’s marketing strategy?

Pay-per-click (PPC) advertising

With PPC advertising, Amazon drives a significant amount of revenue. The
company can promote its products, like the Amazon Echo, and services, like
Amazon Prime, with ease on its website and third-party sites, like IMDb.com.
Search engine optimization (SEO)
Besides advertising online, Amazon also maximises the presence of its product
listings in search results (both on Amazon and Google) with SEO. With higher
rankings in search results, Amazon captures more traffic and sales for its brand.
Email marketing
Email marketing is one of the best marketing strategies from Amazon. Besides
sending order summaries, Amazon uses email to deliver personalized product
34
recommendations, friendly requests for product reviews, and announcements for
upcoming sales.
Video marketing
Video helps 90% of people make a purchase decision. So, it’s not surprising that
Amazon also uses video across its product listings and advertising campaigns to
educate and persuade shoppers to buy their products.
Web design
Web design is one of the most overlooked marketing strategies from Amazon. With
regular design updates to its product pages, sign-up pages, and category pages,
Amazon tailors its website (and empowers its sellers) to drive even more sales.

Conversion rate optimization (CRO)

With CRO, Amazon discovers new ways to design its product listings, structure its
search results, and motivate its shoppers to checkout. Since Amazon receives a
tremendous amount of website traffic, the company can run CRO tests — and
implement the results — fast.

User-generated content
Amazon recognizes that people look to others before purchasing a product. That’s
why the company allows shoppers to leave product reviews, upload product photos
and videos, and answer other shoppers’ questions.

User data
Data is the foundation of Amazon’s marketing plan. With shopper data, Amazon
can personalize someone’s online shopping experience by providing

35
recommendations, delivering relevant ads, and offering insight into what fellow
shoppers ultimately bought.

1.4 MARKETING STRATEGY OF FLIPKART

Flipkart is known to take experimental approaches to its campaigns, and this time
was no different. Rather than steadily building up its reach over time, the brand
quickly cast a wide net online from day one of the campaign, focusing on Tier-2
and Tier-3 cities where consumer growth was strong and steady. Along with
immediately boosting awareness, this strategy gave Flipkart early insights from
digital that helped personalize its approach in the following weeks. With Flipkart
Fashion fresh on consumers’ minds, the rest of the campaign eventually drove
impressive lifts in consideration and interest.

Using digital to reach and nurture a wider audience

Flipkart kicked off its “India Ka Fashion Capital” campaign with a bang: the brand
complemented its TV spot with a variety of YouTube ads to maximise its reach
while running search and dynamic display ads in support. This ensured that
Flipkart Fashion would be visible to consumers across multiple touch-points, and
using audience insights garnered in the first two weeks helped the brand hone its
messaging to be more relevant at each stage of the journey.
Flipkart’s video creative played off its previous “kidults” (kids as adults) campaign
with a twist: the first ads teased the addition of two leading Bollywood
celebrities, Shraddha Kapoor and Ranbir Kapoor.
On YouTube, Flipkart was able to use affinity audiences to reach shoppers
interested in fashion apparel and then follow up with bumper ads (featuring both
Shraddha and Ranbir) on fashion-related content. After the 10-day blast period, the

36
brand tailored its search and dynamic display ads throughout the rest of the
campaign to reconnect with consumers who showed interest in Flipkart Fashion.
Flipkart revealed that brands that go heavy on digital to make an early impression
on a wide audience can drive even more impact with their campaigns down the
line. Best of all, it showed how better results can arise from achieving the same
online reach in a shorter period of time. “When we experiment and break barriers
with our marketing, we’ve always seen great results,” said Kunal Dubey, Flipkart’s
director of marketing. “This year’s Flipkart Fashion campaign was no different.
Frontloading our digital spend and using our audience signals to optimise over time
turned out to be more effective than we could’ve ever imagined.”

1.5 Digital Marketing Strategies Followed by myntra.com

The company is leaving no stone unturned and uses latest technologies like
AdSense to give customised marketing to the consumer. Social media is about
building a community and keeping them hooked to you. Too much of self
promotional content will also kill the brand. Social media platforms like Facebook,
Instagram, Pinterest, Twitter and Youtube play a very vital role in Myntra’s
promotion strategies. The importance of social media in Myntra’s marketing
strategy is reflected by the fact that it joined Facebook back in 2007 when it was
founded and has more than 4 million of followers now. They also have more than
0.5 million followers on Twitter. Apart from this, the company also keeps
launching various promotional offers regularly on its website. They launch
occasional based contests and provide various gift vouchers to the lucky winners.
Customers are sent promotional emails and notified through customised in-app
notifications about the exclusive offers they can avail on Myntra.

To maintain a regular contact with the customer Myntra uses following strategies:

37
Connect– It offers Myntra’s users to connect with one another on the site and on its
social media sites. It also encourage users to create fashion collages across brands,
blog & vlog on styles, trends & tips.
Collaborate – It allows users to collaborate to make a fashion community and
offers stylist hotline & other user-generated services to grow interactions with
brands.
Customise – It helps to know customer lifetime value to modify fashion products &
tips & services offerings at every step in order to ensure the repeat customer
activity.
Engage – It creates relevant content across traditional, digital & social media
platforms to target the different customers in their micro-moments.
Access - Being accessible is key to ensuring myntra.com is the number 1
destination for online fashion e-retailing.

1.6 NEED FOR THIS STUDY

To understand marketing effectiveness. To understand how digital marketing

campaign's takes place. To understand how digital marketing agencies works and
generating revenue. To understand how digital marketing has impact on revenue
generation.

38
 CHAPTER 2

REVIEW OF LITERATURE

39
 CHAPTER 2

REVIEW OF LITERATURE

Literature Review Online Marketing scholarly papers introduce literature review in

their study to discuss the relevant issues by pursuing secondary research. The
section introduces the facts what have already been researched in order to well
support the proposed topic of the present study. The present study is going to
analyse the importance of online marketing and its impact on the improvements of
sales. However, the research attempts to identify the need to introduce online
market A number of research papers and articles provide a detailed insight on
Internet Marketing. The findings from the literature are presented below;-

Dodges M. (1999), “finding the source of amazon.com: examining the hype of the
earths biggest book store’’, centre for advanced spatial analysis. Concluded that
amazon.com has been one of the most promising e-commerce companies and has
grown rapidly by providing quality service.

GRAHAM J.(2002) has published his article entitled” Web advertising’s future e-
marketing strategy”.Morgan Stanley Dean Witter published an equity research
report analyzing the internet marketing and advertising industry. The report studies
research from dozens of companies and calculates the cost and effectiveness of
advertising across various media. Branding on the internet works. For existing
brands, the internet is more effective in driving recall than television, magazines,
and newspaper and at least as good in generating product interest.

According to Sharma and Mittal (2009) in their study “prospects of e-commerce

in India’’, mentions that India is showing tremendous growth in e-commerce.
Undoubtedly, with middle class of 288 million people, online shopping shows
unlimited potential in India. The real estate costs are touching the sky. Today e-
40
commerce has become has integral part of our daily life. There are websites
providing any number of goods and services. The e- commerce websites provide
any number of goods and services. The e-commerce portals provide goods and
services in a variety of categories. To name a few; apparel and accessories for men
and women, health and beauty products, books and magazines, computers and
peripherals, vehicles, software, consumer electronics, household appliances,
jewellery, audio, video, entertainment goods, gift articles, real estate and services.
Ashish Gupta, senior managing director of helion venture partners and one of the
first backers of Flipkart as an angel investor. “Flipkart has been absorbing
companies that has some potential (lets-buy, Myntra). In that process, some of the
bets will go wrong, for sure. But that is par for the course. Flipkart is consciously
taking bets that allow it to either grow or eliminate competition that reduces
marketing spends and improves economies.

Tanwar S. (2009) in her research paper titled “ Online shopping: A new generation
of shopping"(study in Indian Perspective)”. Has stated that : Online shopping has
come up as a boon for all type of consumers and it has something to offer for
everyone. Despite of this fact that it is highly convenient and time saving and to
certain extent it is also cost cutting exercise as one need not to step out of his / her
home for doing shopping. The main area of concern is the limited internet usage
and language problem. A lot of stress need to be given on these two parameters so
that this IT revolution can be of use to everyone in India and then only it can be a
success in true sense of terms. Otherwise, it will just end up being a style statement
of few who wants to be away from the crowd and then it will loose its applicability
in the real world.

Dominici G. (2012) in his study From “Marketing Mix to E-Marketing Mix: a

Literature Overview and Classification” The 4 Ps marketing mix was created in the
early days of the marketing concept when physical products, physical distribution

41
and mass communication were dominant. Today, with the new business
environment created by the different and empowered capabilities of digital
contexts, the marketing mix paradigm increasingly becomes object of criticisms.
Although the mix has the capacity to include a wide set of variables in order to
adapt to a large range of mutations in the business environment, many authors

believe it is obsolete and inadequate for the 21st Century. The search for a new

dominant paradigm for operative decisions in digital environments is still in

progress. We are still far from finding a new widely accepted standard able to fully
substitute the 4 Ps’ mix after almost half century. The reason underlying this lack of
a new universally accepted model is probably the imperfect comprehension of the
full potential of the new digital technologies for business and the insufficient
emphasis given to case study research on marketing operations. On-line companies
have still to reach their full maturity, which industrial enterprises had reached when
McCarthy formulated the 4 Ps. Until now, after almost fifty years, it is apparent
that, despite the controversies between “conservatives” and “revisionists”, the basic
construction of 4 Ps is still valid and, with some extension and adjustment, is still
the core of operative decisions.

Manish Dwivedi, Kumawat Mahesh & Verma Sanjeev, (2012), in their research
paper titled “ON-LINE RETAILING IN INDIA: OPPORTUNITIES AND
CHALLENGES” has stated that :For retailers in India, online shopping is gaining
recognition as it entails many benefits for them. Some of these include, No real
estate costs, Enhanced customer service, Mass customization, Global reach, Niche
marketing and specialised stores. In the next 5 years, online retailing in India will
strengthen even further. However, long-standing sustainability directly depends on
factors like changes in the market, innovations and interactivity by market players.
Owing to increased penetration of credit cards and easy access of computing
facilities to a wider population, Internet retailing in India has witnessed a promising
42
growth. Moreover, bargain- hunting consumers are latching on this trend as Internet
retailers are known to offer products at special discounted prices compared to store-
based retailers.

Mitra A. (2013), “E-commerce in India a review’’, International Journal of

Marketing Financial Services and Management Research concluded that e-
commerce has broken the geographical limitations and it is a revolution.
Commerce will improve tremendously in the next five years in India.

Gangeshwar D.K. (2013), “e-commerce or internet marketing: a business review

from Indian Context’’, international journal of u- and e- service, science and
technology; concluded that e-commerce has a very bright future in India although
security, privacy and dependency on technology are some of the drawbacks on e-
commerce but still there is a bright future to e-commerce.

SURESHREDDY J. (Dec 2016) has published an article in the Indian Journal of

Marketing. The title of the article is “impact of E-commerce on marketing”.
Marketing is one of the business functions most dramatically affected by emerging
information technologies. Internet is providing companies new channels of
communication and interaction. It can create closer yet more cost-effective
relationships with customers in sales, marketing, and customer support. Companies
can use the web to provide ongoing information, service, and support. It also
creates positive interaction with customers that can serve as the foundation for long
term relationships and encourage repeat purchases.

43
 CHAPTER III

RESEARCH METHODOLOGY

44
 CHAPTER III

RESEARCH METHODOLOGY

3.1 RESEARCH

Research is defined as ‘a scientific and systematic search for pertinent information

on a specific topic. Research is an art of scientific investigation. It is as academic
activity. It is a systematized effort to gain new knowledge. According to Advanced
Learner’s Dictionary of current English:
In this research a questionnaire was prepared to know about how the consumers are
affected from the digital marketing the questionnaire was spread among 120 to 130
people out of those the best hundred samples from the respondents were used to
come to a conclusion. The respondents have filled the genuine information in the
questionnaire. The questionnaire has been attached at the end of the project report.

All the data is collected through primary data method as all the information is first-
hand. The information tells us the impact of consumers on digital marketing.

3.2 RESEARCH DESIGN

Research design is the arrangement for collection and analysis of data in a manner
that aims to combine relevance to the research purpose and constitute the blue print
for the collection, measurement and analysis of data. Being the study descriptive as
well as exploratory in nature, it will go through sampling, data collection, and its
analysis.

45
3.3 SCOPE OF STUDY

This study is useful for determining the consumer buying behaviour of Indians. It
can able to help brands to reach their target group through appropriate media. It
will present an idea to brands, based on where to invest in achieve their marketing
objectives.

3.4 OBJECTIVES OF THE STUDY

To study the impact of digital marketing on selected e-commerce sites .

To study and understand the consumer buying journey in Digital era.

To study future of digital marketing in India and its impact on revenue.

3.5 SOURCES OF DATA COLLECTION

Sources of data collection state the various sources of data from where we collect
the information.

PRIMARY DATA

This study is mainly based on primary data, so the first-hand information has been
collected Keeping in mind, the objectives of the study, a questionnaire was
prepared to know about the impact of digital marketing towards the consumers.

SECONDARY DATA

Secondary data are those that have been collected by other organizations, such as
government agencies , newspapers and magazines etc. The secondary data will be
taken from books, journals and websites.

46
3.6 Duration of Study

The study was carried out for a period of two months i.e April and may .

3.7 SAMPLING

SAMPLING METHOD

The sampling used for the study is convenient sampling.

SAMPLING UNIT

Random people were asked to fill the questionnaire on the basis of there knowledge
and qualification .

SAMPLE SIZE

A Sample of 100 people both male and female drawn from Ludhiana district have
given back the duly filled up questionnaire. Out of the total population of
customers in Ludhiana 100 respondents have been taken as the sample size.

SAMPLE DESIGN

Non probability sampling is used. Random customers were asked about their
opinion on digital marketing especially who are within the area of Ludhiana city
were selected for primary data.

3.8 LIMITATIONS OF THE STUDY

• Time is also one of the important limitations.

• Dull process and unwilling respondent also affect the result of the study.

• Due to small size of sample, it's difficult to identify significant relationship with
the customers.
47
• Respondents tried to escape some statements by simple answering.

• Data from the library was not collected due to the situation of covid.

48
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

49
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

Data analysis and interpretation is the process of assigning meaning to the collected
information and determining the conclusions, significance, and implications of the
findings. The steps involved in data analysis are a function of the type of
information collected, however, returning to the purpose of the assessment and the
assessment questions will provide a structure for the organization of the data and a
focus for the analysis.

In the project report about 120-130 people filled the questionnaire and after
analysing the responses of the respondents we found that only 100 people filled it
as responsible respondents and analysis was made from that 100 respondents.

50
 TABLE DEPICTING AGE PROFILE OF RESPONDENTS

Table No: 4.1

AGE NO. OF PERCENTAGE

RESPONDENTS

18 - 25 58 58%

26 - 35 25 25%

36 - 45 9 9%

45 Above 8 8%

Figure No 4.1

18-25
26-35
36-45
ABOVE 45

INTERPRETATION

Table 4.1 reveals that 58% of the respondents come under the category of 18 to 25
years, 25% of respondents fall under the age group of 26 to 35 years, 9% of the
respondents fall under the age group of 36 to 45 years, and 8% of the remaining
despondent or above 45 years of age.

51
 TABLE DEPICTING GENDER PROFILE OF RESPONDENTS
Table No: 4.2

GENDER NO. OF PERCENTAGE

RESPONDENTS
MALE 55 55%
FEMALE 45 45%
TOTAL 100

Figure No: 4.2

male
female
others

INTERPRETATION:

Table 4.2 reveals that 55% of the respondents are male and rest 45% of the
respondents are female. All the responses were genuine and filled carefully .

52
 TABLE DEPICTING EDUCATIONAL QUALIFICATION

Table no. 4.3

QUALIFICATION NO. OF PERCENTAGE

RESPONDENTS
HIGHER 19 19%
SECONDARY
UNDER-GRADUATE 56 56%
POST-GRADUATE 22 22%
OTHERS 3 3%
TOTAL 100

Figure no. 4.3

HIGHER SECONDARY
UNDER GRADUATE
POST GRADUATE
OTHERS

INTERPRETATION

Table 4.3 indicates that 19% respondents are higher secondary, 56%respondents are
undergraduate, 22% respondents are post graduate and the remaining 3% are other
i.e they maybe ph.D.scholars or matric pass.

53
 TABLE DEPICTING OCCUPATION OF RESPONDENTS

Table 4.4

OCCUPATION NO. OF PERCENTAGE

RESPONDENTS
STUDENT 44 44%
PROFESSIONAL 27 27%
BUSINESS PERSON 11 11%
SERVICE 6 6%
OTHER 12 12%

Figure 4.4

STUDENT
PROFESSIONAL
BUSINESS PERSON
SERVICE
OTHER

INTERPRETATION

In Table 4.4 Out of 100 respondents under the study, 44% of the respondents were
student, 27% of the respondents or professional, 11% of the respondents were
business person, 6% respondents were service, and the remaining 12% respondents
are engaged in some other occupation like housewives etc.

54
 TABLE DEPICTING INCOME OF THE RESPONDENTS

Table No 4.5

INCOME NO. OF PERCENTAGE

RESPONDENTS
LESS THAN 25000 41 41%
25000 - 35000 11 11%
35000 - 45000 7 7%
45000 - 55000 12 12%
MORE THAN 55000 29 29%
Figure No . 4.5

LESS THAN 25000

25000-35000
35000-45000
45000-55000
MORE THAN 55000

INTERPRETATION

In table 4.5 out of 100 respondents 41% of the respondents have a monthly income
of less than 25000, 11% of the respondents have income between 25000-35000, 7%
of the respondents have an income between 35000-45000 , 12% of the respondents
have an income between 45000-55000 , and the remaining 29 respondents have
income above 55000 .

55
IMPACT OF DIGITAL MARKETING ON E-COMMERCE

TABLE DEPICTING HOW RESPONDENTS RECEIVE

INFORMATION ABOUT NEW PRODUCTS

Table no. 4.6

SOURCES NO. OF PERCENTAGE

RESPONDENTS

ADVERTISEMENT 52 52%

FAMILY 17 17%

FRIEND 19 19%

OTHERS 12 12%

TOTAL 100

Figure No. 4.6

ADVERTISEMENT
FAMILY
FRIEND
OTHER

56
INTERPRETATION

From the above table 4.6 we can analyse that most of the respondents 52% get
information about any new product in the market is through advertisement it maybe
on their television, mobile phones, any other gadget they use these advertisements
maybe in form of a video or a pop-up on their mobile screens etc, 19% of the
respondents get information about new product is through their friends, 17% of
them get information about a new product is through their family, the remaining
17% of the people receive information about new product is through other sources
these may be getting a mail from the store or getting a message from the shopping
sites that is e-commerce site or from any other way they buy a product from.

TABLE DEPICTING PREFERENCE OF PEOPLE TOWARDS

ONLINE SHOPPING

Table No: 4.7

NO. OF PERCENTAGE
RESPONDENTS

YES 68 68%

NO 14 14%

MAYBE 18 18%

TOTAL 100

57
 Figure No 4.7

yes
no
maybe

INTERPRETATION

The above table 4.7 indicates the preference of people towards online shopping. It
can be analysed that majority of the respondents that is 68% prefer online shopping
rather than offline shopping whereas only 14% of the respondents may prefer off-
line shopping and about 12% of the respondents preferred both online as well as
offline shopping. From the above table we can analyse that most of the people
prefer online shopping. Keeping in mind the current circumstances this situation of
pandemic has also led people to stay in their homes and follow the social
distancing norms hence online shopping would be an easy way to shop.

58
TABLE DEPICTING WHETHER PEOPLE COLLECT
INFORMATION BEFORE MAKING PURCHASE

Table No: 4.8

NO. OF PERCENTAGE
RESPONDENTS

YES 91 91%

NO 9 9%

Figure No. 4.8

YES
NO

59
INTERPRETATION

From the above table we can interpret that most of the people believe that it is very
important to collect information before buying a product that is 91% of the people
believe information collection is important before buying a product whereas 9% of
the people believe that there is no need to collect information before buying a
product therefore they do not feel important to collect knowledge and information
about the product before they buy a product. As we can see mostly people are
aware that it is very important to collect information as there may be misleading
advertisement that when not show proper details about a product does once we are
not sure everything about a product we should not buy it.

TABLE DEPICTING INFLUENCE OF DIFFERENT E-

COMMERCE PLATFORM

Table No: 4.9

NO. OF PERCENTAGE
RESPONDENTS
FLIPKART 11 11%
AMAZON 61 61%
MYNTRA 23 23%
OTHER 5 5%
TOTAL 100

60
 Figure No: 4.9

FLIPKART
AMAZON
MYNTRA
OTHER

INTERPRETATION

From the above table 4.9 we can analyse that 61% of the respondents Think that
Amazon is an e-commerce platform that influences the respondents the most, 23%
of the respondents believe that Myntra is an online e-commerce platform that
influences them, 11% believe Flipkart is an important e-commerce platform for
capturing its customers and the rest 5% believe that other e-commerce platform
attracts them more then these which are mentioned above. Thus we can analyse that
Amazon is an e-commerce platform that influences the customers the most it
maybe because of its services provided its variety of product, the services it
provides maybe the reason that people think Amazon is an e-commerce that attracts
its customers the most also Amazon being a worldwide famous e-commerce
website people may find it more reliable than the other e-commerce websites

61
TABLE DEPICTING TYPE OF PRODUCT GENERALLY
BOUGHT ONLINE

Table No: 4.10

PRODUCTS NO. OF PERCENTAGE

RESPONDENTS
ELECTRONICS 61 61%
GROCERY 31 31%
FASHION 68 68%
HEALTH 42 42%
BEAUTY 42 42%
BOOKS 49 49%

Figure No: 4.10

62
INTERPRETATION :

The above 4.10 table we can interpret that out of the hundred respondents majority
of the respondents that is 68% prefer buying fashion online this may include
clothes accessories etc, 61% of the respondents prefer buying electronics the most,
42% of the respondents both health and beauty as an important product that they
prefer to buy online, 49% of them believe that books are the product that they
prefer buying online and the remaining 31% believe that grocery is an item that
they would prefer buying online can also see that the least product that a person or
a customer prefer to buy online is grocery as being an Indian their mentality
believes that grocery should be preferred buying offline that is through the stores
physically. It can also be seen fashion and electronics as the most preferred items
bought online this may be due to the wide range of products they are provided
online and the time is also saved.

TABLE DEPICTING INFLUENCE OF DIFFERENT

PLATFORMS TO BUY A PRODUCT FROM

Table No: 4.11

PRODUCTS NO. OF PERCENTAGE

RESPONDENTS

SOCIAL MEDIA 71 71%

INTERNET 76 76%

TV ADVERTISEMENT 35 35%

NEWSPAPER 22 22%

OTHER 16 16%

63
 Figure No: 4.11

INTERPRETATION :

From the above table 4.11 we can observe that most of the people that is 76% of
them believe that internet is the most influential platform for buying a product,
71% of the respondents believe social media as an important platform that
influences the consumer to buy a product, 35% believe that TV advertising and
influences them to buy a product and newspaper and other sources are considered
the least influential platforms for the consumer to buy the product that is 22% and
16% respectively. We can analyse that social media and Internet being the most
impactful platforms it maybe because generally a consumer spends most of the
time on the social media and internet while using their gadget does any
advertisement done on these platform maybe considered most impactful as the
consumer maybe contacted most by this platform and made aware of a product
through these platforms only.

64
 TABLE DEPICTING AWARENESS TOWARDS DIGITAL
MARKETING

Table No: 4.12

NO. OF PERCENTAGE
RESPONDENTS
YES 92 92%
NO 8 8%

Figure No. 4.12

YES
NO

INTERPRETATION :

From the table 4.12 we can analyse that 92% of the respondents are aware about
the digital marketing and only 8% of the respondents are not aware about digital
marketing.

65
TABLE DEPICTING INFLUENCE OF DIGITAL MARKETING
STRATEGIES OF E-COMMERCE

Table 4.13

NO. OF PERCENTAGE
RESPONDENTS

YES, most of the time 44 44%

NEVER 13 13%

SOMETIMES 43 43%

TOTAL 100

Figure 4.13

YES,most of the time

NEVER
SOMETIMES

66
INTERPRETATION :

From the above table 4.13 we can observe the influence of digital marketing
strategies by e-commerce on the consumers we can analyse that 44% of the
consumer believe that they are influenced by the digital marketing strategies most
of the times. 43 % believe that they are sometimes influenced by the
digital marketing strategies and the remaining 13% believe that they
are never influenced by the digital marketing strategies. We can see that
most of the respondents or sometimes or mostly influenced by the
digital marketing strategies does making it a very important marketing
strategy for any e-commerce or any other company . So we can say that
the strategies of the e-commerce such as free shipping percentages
discount offering a reward points et cetera are very important factor for
sale of a product and to influence and attract the consumers.

TABLE DEPICTING INFLUENCE DIFFERENT E-

COMMERCE TECHNIQUES OF DIGITAL MARKETING

Table No: 4.14

NO. OF PERCENTAGE
RESPONDENTS

SOCIAL MEDIA 60 60%

WEB ADVERTISING 22 22%

EMAIL MARKETING 8 8%

VIDEO MARKETING 10 10%

67
 Figure No 4.14

SOCIAL MEDIA
WEB ADVERTISING
EMAIL MARKETING
VIDEO MARKETING

INTERPRETATION :

In the above table 4.14 we can observe that 60% of the respondents believe that
social media is a highly impactful and influential techniques for digital marketing,
22% of the people believe that web advertising is an influential technique for
digital marketing and only 10% believe video marketing as an important source for
digital marketing and at least 8% believed that email marketing is influential
technique. We can see that social media is the most impactful technique for digital
marketing the companies and e-commerce can advertise their products through
Facebook, Instagram, Twitter etc to promote its products and increase the sales. As
most of the people use social media and have an account in the above mentioned
social media applications does we can say that almost each and every person
operates social media.

68
 TABLE DEPICTING STRATEGIES OF E-COMMERCE TO
INFLUENCE CONSUMERS

Table No: 4.15

NO. OF PERCENTAGE
RESPONDENTS
FREE SHIPPING 69 69%
BUY 48 48%
SOMETHING ,GET
SOMETHING FREE
PERCENTAGE 60 60%
DISCOUNTS
OFFERING REWARD 51 51%
POINTS
OTHER 13 13%

Figure No. 4.15

69
INTERPRETATION :

From the above table 4.15 we can analyse that people think that offering free
shipping for a product and percentage discount influences them most towards an e-
commerce website that is 69% and 16% respectively, 51% believe offering reward
points as an important strategy for influencing consumers, 48% believe that buy
one get one offer influences them and the remaining 13% believe that other
strategies are more important to influence a consumer. We must see that free
shipping as the most impactful strategy it can be because sometimes a consumer is
forced to pay heavy shipping prices for a product that is being imported from
somewhere thus making the product very costly and also discounts and offers
reward points which they can redeem on any other purchases are considered as an
important and influential strategy for e-commerce.

TABLE DEPICTING IMPACT OF DIGITAL MARKETING

ONLINE BEHAVIOUR

Table No.4.16

NO. OF PERCENTAGE
RESPONDENTS

1 3 3%

2 16 16%

3 28 28%

4 37 37%

5 16 16%

70
 Figure No.4.16

INTERPRETATION :

From the above table 4.16 we can analyse that in this the respondents were asked
how much they are influenced by a digital marketing strategy or technique and how
it impacts their buying behaviour one being the least and five most people have
selected 37% and 16% respectively to number 4,5 depicting that they are highly
impacted by the digital marketing strategies and are influenced positively by it and
only 3%, 16 % of the respondents have marked 2,1 Think that they are not
impacted by any digital marketing strategy and 28% are neutral about the effect of
digital marketing strategies.

71
 TABLE DEPICTING IMPACT OF DIGITAL MARKETING]

Table No.4.17

NO. OF PERCENTAGE
RESPONDENTS
POSITIVELY 84 84%
NEGATIVELY 16 16%

Figure No 4.17

POSITIVELY
NEGATIVELY

INTERPRETATION :

The above table 4.17 shows the negative and positive effect of digital marketing
strategies on the consumers we can analyse that 84% of the respondents from the
hundred respondents believe that they are positively affected by the digital
marketing strategies and techniques and 16% believe that they are negatively
impacted by the advertisement , strategy of the E commerce websites.

72
 TABLE DEPICTING INFLUENCE OF DIGITAL MARKETING OVER
CONVENTIONAL MARKETING

Table No.4.18

NO. OF PERCENTAGE
RESPONDENTS
YES 84 84%
NO 16 16%

Figure No 4.18

YES
NO

INTERPRETATION :

Above table 4.18 depict the influence of digital marketing over conventional
marketing it means that it tells us if digital marketing is more influential than the
old conventional marketing. Digital marketing refers to making the consumers
aware about the product digitally that is through social media application TV
advertisement web advertising email marketing etc and conventional sources refers
to door to door promotion of a product. From the table we can see 84% of the
respondents believe that digital marketing is more info marketing is more
influential than digital marketing.
73
 TABLE DEPICTING TRUSTWORTHINESS OF DIGITAL
MARKETING PURPOSE USING A PRODUCT

Table No.4.19

NO. OF PERCENTAGE
RESPONDENTS

STRONGLY AGREE 20 20%

AGREE 31 31%

NEUTRAL 41` 41%

DISAGREE 6 6%

STRONGLY 2 2%
DISAGREE

Figure No.4.19

STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE

74
INTERPRETATION :

The above table 4.19 depicts the trustworthiness of the consumers to words the
digital marketing of a product that is whether the customer can believe to the
advertising of a product or not we can analyse that 41% of the respondents are
neutral that is they neither believe the advertisement to be hundred percent true or
not and 31% agree that they can trust the advertisement of a product that is they
can believe that what the seller is trying to sell and inform the customer in the
advertisement is hundred percent and 20% believe that they strongly agree with the
trustworthiness of a product that the seller sells and 6% and 2% respectively diss
agree with the trustworthiness of the product that is from the data we can say that
the advertisement the information in the marketing is correct and a consumer can
rely upon it when he tries to buy a product.

TABLE DEPICTING FUTURE OF DIGITAL MARKETING IN

INDIA

Table No.4.20

NO. OF PERCENTAGE
RESPONDENTS

YES 90 90%

NO 10 10%

75
 Figure No 4.20

YES
NO

INTERPRETATION

The above table 4.20 shows that whether digital marketing has a future in India that
is whether the digital marketing strategy will be successful and will increase the
sales or not the data we collected from the respondents believe that 90% of people
believe that digital marketing has a future in India and only 10% believe that they
do not have a future in India. So we can fully analyse that digital marketing is a
very important and influential technique for marketing and has change the ways of
marketing and can reach to many people at low-cost and is very convenient.

76
 CHAPTER 5

FINDINGS AND CONCLUSION

77
 CHAPTER 5

FINDINGS AND CONCLUSION

5.1 FINDINGS FROM THE PERCENTAGE ANALYSIS

Table 4.1 reveals that 58% of the respondents come under the category of 18 to 25
years, 25% of respondents fall under the age group of 26 to 35 years, 9% of the
respondents fall under the age group of 36 to 45 years, and 8% of the remaining
despondent or above 45 years of age.

Table 4.2 reveals that 55% of the respondents are male and rest 45% of the
respondents are female.

Table 4.3 indicates that 19% respondents are higher secondary, 56%respondents are
undergraduate, 22% respondents are post graduate and the remaining 3% are other
i.e they maybe ph.D.scholars or matric pass.

In Table 4.4 Out of 100 respondents under the study, 44% of the respondents were
student, 27% of the respondents or professional, 11% of the respondents were
business person, 6% respondents were service, and the remaining 12% respondents
are engaged in some other occupation like housewives etc.

In table 4.5 out of 100 respondents 41% of the respondents have a monthly income
of less than 25000, 11% of the respondents have income between 25000-35000, 7%
of the respondents have an income between 35000-45000 , 12% of the respondents
have an income between 45000-55000 , and the remaining 29 respondents have
income above 55000 .

From the above table 4.6 we can analyse that most of the respondents 52% get
information about any new product in the market is through advertisement it maybe
78
on their television, mobile phones, any other gadget they use these advertisements
maybe in form of a video or a pop-up on their mobile screens etc, 19% of the
respondents get information about new product is through their friends, 17% of
them get information about a new product is through their family, the remaining
17% of the people receive information about new product is through other sources
these may be getting a mail from the store or getting a message from the shopping
sites that is e-commerce site or from any other way they buy a product from.

The above table 4.7 indicates the preference of people towards online shopping. It
can be analysed that majority of the respondents that is 68% prefer online shopping
rather than offline shopping whereas only 14% of the respondents may prefer off-
line shopping and about 12% of the respondents preferred both online as well as
offline shopping. From the above table we can analyse that most of the people
prefer online shopping. Keeping in mind the current circumstances this situation of
pandemic has also led people to stay in their homes and follow the social
distancing norms hence online shopping would be an easy way to shop.

From the above table we can interpret that most of the people believe that it is very
important to collect information before buying a product that is 91% of the people
believe information collection is important before buying a product whereas 9% of
the people believe that there is no need to collect information before buying a
product therefore they do not feel important to collect knowledge and information
about the product before they buy a product. As we can see mostly people are
aware that it is very important to collect information as there may be misleading
advertisement that when not show proper details about a product does once we are
not sure everything about a product we should not buy it.

From the above table 4.9 we can analyse that 61% of the respondents Think that
Amazon is an e-commerce platform that influences the respondents the most, 23%
79
of the respondents believe that Myntra is an online e-commerce platform that
influences them, 11% believe Flipkart is an important e-commerce platform for
capturing its customers and the rest 5% believe that other e-commerce platform
attracts them more then these which are mentioned above. Thus we can analyse that
Amazon is an e-commerce platform that influences the customers the most it
maybe because of its services provided its variety of product, the services it
provides maybe the reason that people think Amazon is an e-commerce that attracts
its customers the most also Amazon being a worldwide famous e-commerce
website people may find it more reliable than the other e-commerce websites

The above 4.10 table we can interpret that out of the hundred respondents majority
of the respondents that is 68% prefer buying fashion online this may include
clothes accessories etc, 61% of the respondents prefer buying electronics the most,
42% of the respondents both health and beauty as an important product that they
prefer to buy online, 49% of them believe that books are the product that they
prefer buying online and the remaining 31% believe that grocery is an item that
they would prefer buying online can also see that the least product that a person or
a customer prefer to buy online is grocery as being an Indian their mentality
believes that grocery should be preferred buying offline that is through the stores
physically. It can also be seen fashion and electronics as the most preferred items
bought online this may be due to the wide range of products they are provided
online and the time is also saved.

From the above table 4.11 we can observe that most of the people that is 76% of
them believe that internet is the most influential platform for buying a product,
71% of the respondents believe social media as an important platform that
influences the consumer to buy a product, 35% believe that TV advertising and
influences them to buy a product and newspaper and other sources are considered

80
the least influential platforms for the consumer to buy the product that is 22% and
16% respectively. We can analyse that social media and Internet being the most
impactful platforms it maybe because generally a consumer spends most of the
time on the social media and internet while using their gadget does any
advertisement done on these platform maybe considered most impactful as the
consumer maybe contacted most by this platform and made aware of a product
through these platforms only.

From the table 4.12 we can analyse that 92% of the respondents are aware about
the digital marketing and only 8% of the respondents are not aware about digital
marketing.

From the above table 4.13 we can observe the influence of digital marketing
strategies by e-commerce on the consumers we can analyse that 44% of the
consumer believe that they are influenced by the digital marketing strategies most
of the times. 43 % believe that they are sometimes influenced by the
digital marketing strategies and the remaining 13% believe that they
are never influenced by the digital marketing strategies. We can see that
most of the respondents or sometimes or mostly influenced by the
digital marketing strategies does making it a very important marketing
strategy for any e-commerce or any other company . So we can say that
the strategies of the e-commerce such as free shipping percentages
discount offering a reward points et cetera are very important factor for
sale of a product and to influence and attract the consumers.

In the above table 4.14 we can observe that 60% of the respondents believe that
social media is a highly impactful and influential techniques for digital marketing,
22% of the people believe that web advertising is an influential technique for

81
digital marketing and only 10% believe video marketing as an important source for
digital marketing and at least 8% believed that email marketing is influential
technique. We can see that social media is the most impactful technique for digital
marketing the companies and e-commerce can advertise their products through
Facebook, Instagram, Twitter etc to promote its products and increase the sales. As
most of the people use social media and have an account in the above mentioned
social media applications does we can say that almost each and every person
operates social media.

From the above table 4.15 we can analyse that people think that offering free
shipping for a product and percentage discount influences them most towards an e-
commerce website that is 69% and 16% respectively, 51% believe offering reward
points as an important strategy for influencing consumers, 48% believe that buy
one get one offer influences them and the remaining 13% believe that other
strategies are more important to influence a consumer. We must see that free
shipping as the most impactful strategy it can be because sometimes a consumer is
forced to pay heavy shipping prices for a product that is being imported from
somewhere thus making the product very costly and also discounts and offers
reward points which they can redeem on any other purchases are considered as an
important and influential strategy for e-commerce.

From the above table 4.16 we can analyse that in this the respondents were asked
how much they are influenced by a digital marketing strategy or technique and how
it impacts their buying behaviour one being the least and five most people have
selected 37% and 16% respectively to number 4,5 depicting that they are highly
impacted by the digital marketing strategies and are influenced positively by it and
only 3%, 16 % of the respondents have marked 2,1 Think that they are not

82
impacted by any digital marketing strategy and 28% are neutral about the effect of
digital marketing strategies.

The above table 4.17 shows the negative and positive effect of digital marketing
strategies on the consumers we can analyse that 84% of the respondents from the
hundred respondents believe that they are positively affected by the digital
marketing strategies and techniques and 16% believe that they are negatively
impacted by the advertisement , strategy of the E commerce websites.

Above table 4.18 depict the influence of digital marketing over conventional
marketing it means that it tells us if digital marketing is more influential than the
old conventional marketing. Digital marketing refers to making the consumers
aware about the product digitally that is through social media application TV
advertisement web advertising email marketing etc and conventional sources refers
to door to door promotion of a product. From the table we can see 84% of the
respondents believe that digital marketing is more info marketing is more
influential than digital marketing.

The above table 4.19 depicts the trustworthiness of the consumers to words the
digital marketing of a product that is whether the customer can believe to the
advertising of a product or not we can analyse that 41% of the respondents are
neutral that is they neither believe the advertisement to be hundred percent true or
not and 31% agree that they can trust the advertisement of a product that is they
can believe that what the seller is trying to sell and inform the customer in the
advertisement is hundred percent and 20% believe that they strongly agree with the
trustworthiness of a product that the seller sells and 6% and 2% respectively diss
agree with the trustworthiness of the product that is from the data we can say that
the advertisement the information in the marketing is correct and a consumer can
rely upon it when he tries to buy a product.
83
CONCLUSION

The successful completion of this internship indicates that the future of marketing
is in the hands of digital. Digital marketing is not only concerned with placing ads
in portals, it consists of integrated services and integrated channels. Marketers want
to use these components in an effective way to reach target groups and to build a
brand. In this digital era marketer is not the custodian for a brand, people who are
connected across the digital platforms are the custodians.

Brands want to build their presence over digital platform, because customers have
high affinity towards digital media than other media’s. More than that customers
are highly information seekers and digital media is the only platform for two way
communication between brands and customers.

Digital media is the best platform to convert a product to a brand. Because it is

more cost effective and it provide lot of touch points to marketer. Brands can able
to engage their target group in an effective way through digital platforms. Digital
media is not only for engagement, brands can increase their customers or they can
retain their existing customers. Digital platforms help to increase the impact of
brand recall in target groups.

The research focused on the consumer buying behaviour shows that, Indian
consumers are highly information seeker and they will do research about a product
before going to a retail shop. So brands want to give platforms to consumers to
understand their product or to get a really feel of that brand.

I honestly believe that this project report will be at most useful for marketers to
understand the digital marketing and also to plan for future strategies.

84
I conclude my research by quoting again that “Brands can’t sustain without digital
presence”.

As the digital revolution has taken place, as the world shifts from physical to
virtual, as values move from the hard steel of the industrial age to the high concepts
of a knowledge economy-- what could be more important to companies than their
relationships with customers and other external constituencies? Knowing how to
communicate with customers, meet their changing needs, and build sustainable
relationships and loyalty--this is what digital marketing and its new rules are about.
The Internet provides us with powerful outlets to strengthen our commitment to
customer satisfaction. In new business environments, it is essential to focus on
changing customer needs and behaviour and on the establishment of strong
relationships with customers and other stakeholders. Marketing competencies
based on the new rules of marketing articulated here are, therefore, one of the
primary sources of advantage for companies in a digital age.

For dot-com companies, the challenge is what to adapt and prepare for the next
Internet technology, business models, and their marketing implications. How to
avoid being on the "bleeding edge" and how best to move toward the "brick-and-
click" world.In addressing these issues, a key task for the firm is the
implementation of the adaptive experimentation philosophy. This should encourage
the development of customer centric new business incubators to develop and
launch innovative "out of the box" businesses that address emerging customer
needs.This recommendation is motivated by a recognition that the new marketing
paradigm defines a central philosophy, approach, and set of activities that should be
adapted by all executives. If we have great technologies that are not focused on the
market, what value will it provide? What advantages will it create? By
understanding the new global digital reality and focusing on the new rules of
marketing, marketing professionals can begin to reclaim some of their lost ground
and corporate executives can increase their likelihood of success.Digital
85
technologies have opened new channels for selling products. It provides the
consumer with a previously unimaginable quantity and quality of information in an
easily accessible form.Consumers can sort products based on any desired attribute:
price, nutritional value, functionality, or combination of attributes such as price/
value. Consumers can use it to obtain third-party endorsements and evaluations, or
they can tap into the experience of other users. Digital technology has put the
customer in charge, creating a fundamental shift in the dynamics of marketing.
Empowered by technology, customers are unforgiving. Pity the poor company that
fails to see this or refuses to play by the new rules.The enormous advancement in
information technology is shattering walls between industries as well, shifting the
balance of power to empowered consumers and creating what information
technology expert Colin Crook has called the emergence of a "global grid." This
grid is a network of users and portals, offering free communications, scalability for
even the smallest corporations, globalisation , total connectivity, and universal
digitalization. In this new environment, simple rules often produce complex
outcomes, such as fractals or traffic patterns on the Internet. Internet performance
has been improving even though the volume of traffic has increased tremendously.

86
 BIBLIOGRAPHY

Abhijit Mitra (2013), “E-commerce in India a review’’, International Journal of

Marketing Financial Services and Management Research
D.K. Gangeshwar (2013), “e-commerce or internet marketing: a business review
from Indian Context’
Gandolfo Dominici (2012) in his study From “Marketing Mix to E-Marketing
Mix: a Literature Overview and Classification”
J SURESHREDDY (Dec 2016) has published an article in the Indian Journal of
Marketing. The title of the article is “impact of E-commerce on marketing”.
JAFFERY GRAHAM(2002) has published his article entitled” Web advertising’s
future e-marketing strategy ”
Manish Dwivedi, Kumawat Mahesh & Verma Sanjeev, (2012), in their research
paper titled “ON-LINE RETAILING IN INDIA: OPPORTUNITIES AND
CHALLENGES”
Martin Dodges (1999), “finding the source of amazon.com: examining the hype of
the earths biggest book store’
Sharma and Mittal (2009) in their study “prospects of e-commerce in India’’
Shweta Tanwar, (2009) in her research paper titled “ Online shopping: A new
generation of shopping"

https://www.cyberclick.net/marketing
https://www.webfx.com/blog/marketing/amazon-marketing-strategy/
https://mediaboom.com/news/the-impact-of-digital-marketing-on-
business-growth/
https://www.stanventures.com/blog/increase-revenue-digital-content-
marketing/
https://www.talkwalker.com/blog/flipkart-marketing-strategy
https://www.ssrn.com/index.cfm/en/
87
ANNEXURE

88
 QUESTIONNAIRE

Respected Respondent,

Myself, SHIVAM BATRA, Student in Sri Aurobindo College of commerce and

management, Jhande (Ludhiana) doing research work for the degree of BBA. I
humbly request you to spare your valuable time and cooperate by filling up the
questionnaire regarding IMPACT OF DIGITAL MARKETING ON E
COMMERCE .The information collected is purely for academic purpose and will
be kept strictly confidential .

Thanking you for your co-operation.

Personal information

• AGE (years)
18 - 25

26 - 35

36 - 45

above 45

• GENDER
female

male

other

• EDUCATIONAL QUALIFICATION
Higher secondary

Undergraduate

Postgraduate

89
 Other

• PROFESSION
Student

Other

Professional

Business person

Service

• INCOME
less than 25000

25000 - 35000

35000 - 45000

45000 - 55000

more than 55000

IMPACT OF DIGITAL MARKETING ON E COMMERCE

• HOW DO YOU GET INFORMATION ABOUT NEW PRODUCT?

Advertisement

Family

Friend

Other

• DO YOU BUY ONLINE?

Yes

No
90
 Maybe

• DO YOU COLLECT INFORMATION BEFORE BUYING A PRODUCT?

YES

NO

• E-COMMERCE PLATFORM ARE YOU MOST INFLUENCED BY ?

Amazon

Flipkart

Myntra

Other

• WHAT ITEMS DO YOU PREFER TO BUY ONLINE ?

Electronics

Grocery

Fashion

Health

Beauty

Books

• WHICH PLATFORM ARE YOU MOST INFLUENCED FROM TO BUY

YOUR PRODUCT?

Social media

internet

television

advertisement newspaper

91
• ARE YOU AWARE OF DIGITAL MARKETING ?
Yes

No

• ARE YOU INFLUENCED BY DIGITAL MARKETING OF E-COMMERCE

SITES ?

Yes, most of the time

Never

Sometimes

• WHICH DIGITAL MARKETING TECHNIQUES OF E-COMMERCE ARE

YOU MOST INFLUENCED BY ?

Social media

social media

web advertising

email marketing

video marketing

• WHICH E-COMMERCE STRATEGY ARE YOU INFLUENCED BY?

Free shipping

buy something get something free

percentage discount offering

free reward points

other

• HOW MUCH DIGITAL MARKETING IMPACT YOUR BUYING

BEHAVIOUR?

92
• HOW DOES DIGITAL MARKETING AFFECTIVE ?
Positively

Negatively

• DO YOU THINK DIGITAL MARKETING IS TRUSTWORTHY ENOUGH

FOR PURCHASING A PRODUCT ?

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

• DO YOU THINK DIGITAL MARKETING HAS FUTURE IN INDIA ?

YES

NO

93