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MINOR PROJECT REPORT

ON

"A Study on Digital Marketing and It's Impact On

Revenue Generation"

In partial fulfilment of the requirements for the examination of Masters

of Business Administrations (2nd Sem)

SUBMITTED BY-

Name- Shubham Verma

Course- MBA
Roll No - 00635103922

UNDER THE GUIDANCE OF-

-Dr. Gurpreet Kaur Chhabra

Associate professor
Department of Management
Management Education and Research Institute (MERI)
Affiliated with
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Guru Gobind Singh Indraprastha University (GGSIPU)

DECLARATION

I Shubham Verma hereby state that this report has been submitted to Management

Education & Research Institute in partial fulfilment of the Requirement for Masters of

Business Administration on the topic “A study on digital marketing and its impact on revenue generation"

I have followed all the guideline provided by the University in writing the report. And I assert

That the work contained in this report is original and has been done by me under the

Supervision of my Mentor Dr. Gurpreet Kaur Chhabra.

NAME: Shubham Verma

ENROLMENT NO: 00635103922

PLACE:NEW DELHI
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ACKNOWLEDGEMENT

The success and final outcome of this report required a lot of guidance and assistance
from many people and I am extremely privileged to get this all along the completion

My sincere thanks and humble regards to Management Education and Research

Institute, Affiliated to Guru Singh Indraprastha University, New Delhi for imparting us
very valuable professional training in MBA.

My gratitude and sincere regards to Dr. Gurpreet Kaur Chhabra my project guide, for
guiding me throughout the project.

I am thankful to my family and friends for constantly motivating me to complete the report and
providing me an environment which enhanced my knowledge.

NAME: Shubham Verma

COURSE: MBA SEMESTER

BATCH: 2022-2024

ENROLMENT NO: 00635103922

TABLE OF CONTENT
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S.NO. PARTICULAR

1 Declaration

2 Acknowledgements

3 Chapter-I: Introduction

4 Chapter-2: Literature review

5 Chapter-3: Methodology

6 Chapter-4: Data analysis & Interpretation

7 Chapter-5: Findings and conclusion

8 Bibliography

9 Appendix-Questionnaire
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CHAPTER-I INTRODUCTION

Digital marketing refers to the process of promoting your company, cause, or brand via
online platforms. Using innovative web advertising, video, podcasts, and other similar
techniques, you may spread your message via mobile devices, television, radio, and other
media. Internet marketing, in particular, is a key component of any digital marketing
strategy and is increasingly at the centre of many businesses' overall marketing plans,
especially in relation to social media and viral marketing.

The ecosystem of digital marketing goes beyond. We highlighted in the opening how
individuals mistakenly believe that social media marketing and internet marketing are
identical, but they are different. Be clear from the start. Social media marketing and
internet marketing make up the digital marketing ecosystem. Simply put, they serve as
communication routes. The channels and services that make up the digital ecosystem are
integrated.

Digital Ecosystem

Search Engine
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Search engine optimisation (SEC) is the practise of making a website more

effective with search engines (such as Google, Bing, and Yahoo) and looking for
opportunities to rank well through keyword research. Through relevant material,
high-quality links, domain trust, social media influence, and search engine
connectivity, the goal is to boost visibility in search engines.

Search engine marketing

SEM, which covers a wider range of alternatives than SEC for using search engine
technology, is a phrase that is used to refer to these options and paid advertisements.
Search engine marketing (SEM) is a term that is frequently used to describe actions
related to finding, submitting, and placing a website within search engines. It entails
things like search engine optimisation, paid listings, and other search-engine-related
services and activities that will enhance exposure and traffic to your website.

Displays
Display advertising is a sort of advertising that frequently includes text (i.e., copy), logos,
pictures or other images, location maps, and similar elements. In periodicals, display
advertising may be placed next to or on the same page as normal editorial material.
Displays include standard banners, rich media banners, interstitials, and pop-ups.

Mobile Marketing

Any marketing activities conducted on or through a mobile device are referred to as

mobile marketing. It requires preparation. Developing and putting into action a variety of
efforts to connect customers and sellers via mobile devices. Some examples of mobile
marketing include mobile advertisements, mobile websites, apps, and games.

Social Media Marketing

The term "social media" refers to any computer programme that facilitates and promotes
participation in communication or sharing. Facebook, Twitter, LinkedIn, YouTube,
Pinterest, Google+, and blogs are examples of popular social networking platforms.
Social media is now a tool used by marketers every day to engage with consumers in
discussion. Customers are now being engaged by brands on social media.
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E-Mai1 Marketing
An example of direct marketing is email marketing, which is sending tailored messages
to a particular audience. Email marketing is affordable, simple to use, and efficient. Email
marketing is currently used by most B2B companies, but it is also effective for B2C
businesses.

Video
Today, marketers use video to share other customers' experiences and introduce brands to
potential customers. There are too many video advertising on YouTube. Additionally,
brands are sharing on social media sites.

Analysis

Analytics is the practise of evaluating data and the method by which a business makes the
best choice. Here, the marketer examines all communication channels to see how
effective they are. Analysis may be based on social media page views or visitor statistics,
among other metrics.

Content Management
Marketers can understand the issues with the current contents after analysing the
integrated channels. Later, he can manage the material to raise engagement rates; this
content could be text in banners, photos, or websites.

Advanced Targeting
The use of targeted communications to reach a certain audience is referred to as advanced
targeting. It helps a marketing campaign be more successful. A component of advanced
targeting is behavioural targeting, in which marketers can choose their target audience
based on the customers' previous online behaviour. In other websites that customers visit,
marketers can place advertisements.

Creative

The artistic element of a website or advertisement is called creative. A picture and copy
from advertisements or websites are typically included. Customers can be drawn to
certain contents by marketers. The entire look of some websites, applications, etc. will
occasionally be changed by marketers.
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Research and Planning

Marketers will do research to learn about customer behaviour, preferences, and tastes on
digital platforms. This study may have used commercial tools like ComScore, etc.
Through this research, marketers can comprehend the locations where T.G. is active or
what T.G. intends to conduct online. Marketers will create fresh campaigns following
research based on those research reports. These efforts are more successful in correctly
reaching the T.G.

Digital Strategy
Determining an organization's vision, goals, opportunities, and actions in order to
maximise commercial benefits from digital media is the process of developing a digital
strategy. The strategy will vary depending on the brand and the interests of the target
market.

Types Of Digital Marketing

Pull and push marketing strategies are used in standard outbound marketing. Similar to this,
there are two sorts of digital marketing: pull and push.
Push digital marketing, which includes display advertising on websites and news
blogs, involves sending a message to a customer without them actively searching it
out. Messages sent via email, text, and online feeds Push digital marketing with
personalised content is also a category. if the recipient did not actively seek out the
marketing message. Push marketing enables you to market to the people you know
are most likely to be interested in what you have to offer. You may target your
demographics and use your marketing budget to do this. You must be very certain
that your marketing will get in front of the correct customers at the right time
because push marketing campaigns might be more expensive upfront. One effective
push digital marketing strategy is behaviour targeting.
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Blogging, email marketing, social networking, infographics, other visual

communications, and search engine optimisation (SEO) all fall under the umbrella of
digital marketing in Pull. Public relations and other means of contacting current or
potential customers who you want to keep interested are also included in a pull
marketing strategy. Even while the initial costs of a pull marketing campaign may be
lower, there will still be costs associated with it. Take the case of a social media
campaign you are running. Social media gets people talking, and that has a significant
impact on sales, so you will need to pay someone to monitor your accounts and reply
to people who write comments or ask questions. Pull marketing gives you more
opportunity to amuse your clients and inform them about your business, but it also
takes a bigger time commitment.
Keep in mind that there is a difference despite seeing email in both push and pull modes.
Push digital marketing occurs when a marketer sends emails to a specific client group
with ads or material that has been customised for them. Digital marketing is being used if
a marketer sends all of their consumers emails with the same banner or content.

AIDMA as AISAS in Digital Era

AIDMA a widely used model for describing the mental process that influences a consumer's
choice to buy a product. The AIDA model and this one are comparable.
Around 1920, American economist Roland Hall became the first proponent of the AIDMA
Model.
The five main processes in this paradigm are: Attention, in which the consumer
initially observes the good or advertisement. Interest, desire, memory, and action
come next. The advertising and marketing sectors have made great use of this
paradigm.

Attraction Desire Memory

A process model of consumer purchase behaviour in the Internet era is called

AISAS. Since 2004, Dentsu has promoted the AISAS consumption behaviour
model. It was created to track behaviours in light of the widespread use of the
Internet and the availability of environments where users can independently gather
and submit information.
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According to this model, the two main processes are attention and interest. During
attention, the consumer first notices the product or advertisement. The consumer then
searches for information before taking an action and making a purchase, at which time
the information is shared with others. The action process has extended and the
psychological process has shrunk in contrast to "AIDMN."
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These modifications demonstrate the significance of digital presences for brands.

Without the use of digital, brands can still generate awareness online. However,
under the current situation, it won't result in action. In the modern world,
consumers require more information; they are information seekers and constantly
look for the greatest bargain. Without digital media, brands cannot survive.

Advantages Of Digital Marketing

In many organisations nowadays, digital advertising is becoming an essential part of the

budget. The media is used by businesses of all sizes to advertise their goods and services.
Why, then, do so many businesses employ the medium? It is because online advertising
has so many benefits, to put it simply. The sentences that follow describe these.

One of the biggest benefits of digital advertising is its reach, which allows it to target a
particular user group. Additionally, compared to traditional media, the online medium has
a much wider geographic reach. A greater geographic area can be reached more
affordably, and the ads can be specifically directed at the target market. Online
advertising, for instance, makes it very feasible for advertisers to market their goods to a
certain demographic of people. Web publishers, media companies, and advertisers
themselves are increasingly aware of the best channels and websites for a given category
of goods or services thanks to the development of digital advertising.

Measurement - With the development of new tools. Advertising campaign efficacy can
now be tracked. In other words, it is getting easier and easier to calculate Return On
Investment (ROI). Businesses that were previously hesitant to spend money online now
understand that there are ways to allay any concerns. Advertisers are further urged to
keep running online ads when properly planned online marketing campaigns produce the
intended outcomes.

Interactiveness and engagement - Of all the media available today, the Internet is
undoubtedly the most interactive and engaging. The power of the online medium has
made interactive campaigns the standard. AXE's campaign where the user may change a
woman's grin anyway, they desired to, that is, in an interactive framework, is one such
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advertising that is worth remembering. Since customers are essentially just a click away
from the advertising, the campaign immediately connected with the young audience to
which AXE is marketed. In other words, the online media makes it possible for end users
and advertisers to engage directly.

Time – A marketer can reach a particular target audience or demography over the Internet
significantly more quickly. The web medium, for instance, can be a successful way to
carry out ambush marketing if a marketer needs to. The overall time required to finish an
internet advertising campaign is smaller than that of traditional advertising approaches,
even in the case of regular marketing campaigns, i.e.

Expense – In comparison to conventional types of advertising. Digital marketing is less

expensive. There are numerous payment methods accessible for both publishers and
marketers. Frequently, marketers only pay when visitors click on their advertising. In the
following section, the various payment models are covered in more detail.

Digital Advertising; Ad Avenues

SEARCH ADVERTISEMENTS: This category includes text-based advertisements,

which are primarily presented as sponsored links on search engines. These have
hyperlinks attached to them, which when clicked on direct potential customers to the
advertiser's website.

SEARCH ADVERTISEMENTS: Text-based ads that are typically displayed as

sponsored links on search engines fall under this category. These are linked with
hyperlinks that, when clicked, take potential clients to the advertiser's website.
MOBILE ADVERTISEMENTS: This category includes commercials that are
viewed or consumed on mobile devices like phones or tablets. These include
mobile web commercials, SMS, MMS, mobile video and TV adverts, and in-app
advertisements.
SOCIAL MEDIA ADVERTISEMENTS: This category includes all types of social media
advertisements, including text, display, stamp pads, and others posted on sites like
Facebook, Twitter, LinkedIn, Pinterest, and Orkut.
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EMAIL ADVERTISEMENTS: This ad kind refers to advertisements that entail sending a

marketing message via email to a target audience. Emails are used to interact with current
clients in order to increase repeat business and attract new ones.

VIDEO ADVERTISEMENTS: On the internet, advertisements that are served before,

during, or after a video stream but often come under the display kind of advertising and
contain video. This category includes TrueView advertisements, Standard In-Stream
commercials, and In-Video ads (pre, mid, or post rolls).

Basic terms used in digital marketing

Page View - Page view is the term for seeing the page. As soon as the page loaded, it is
counted.

Leads - Lead is what happens when one individual enters his information in the
designated box.

Conversion - Conversion is the proportion of users whose online behaviour while visiting
a website or clicking on ads can be connected to eventual product or service purchases. A
high conversion rate suggests that the link, advertisement, or website was effective.

Inbound link - A hyperlink leading to your website from another website.

Profiling - to create a profile of a target consumer using data from numerous

sources, such as customer transactions, forms that they have filled out, and
demographic information.

Landing Page - A custom web page called a landing page is created to turn visitors
into leads or customers. To gather information or start a sale, a landing page
receives traffic via email, banner ads, and even online outbound marketing
initiatives. The terms "landing page" and "destination page" are interchangeable.
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Types Of ads

Above The Fold: Above the fold refer to banners ads which are displayed at the top of a
web page.
Rich- media: Online ads that contain motion, sounds or video are termed as rich
media ads
Interstitial Ads: Ads that appears between web pages.
Banner Ads: Embedding an ad into a web page- known as a click through due to
interactive actions where the consumers click and is taken to the banner ad's company
websites

Pop-up: Ads that displays in a browser window either in the front or behind the
current browser window.

Monetary term in Digital Marketing

Cost —Per- Action (CPA): Cost of advertising based on a visitor taking some specifically
defined action in response to an ad. "Action" include such thing as a sale, transaction, a
customer acquisition or a click

Cost- Per -Click (CPC): Cost Of advertising based on the number Of clicks
received.
Cost- Per thousand (CPM): The standard unit for buying or selling Internet
advertising. The thousand stands for •thousand advertising impression or views.
Pap Impression: Online advertising where an advertiser pays a pre-agreed price each
time a user clicks on their advertisement. The cost for the click is often negotiated
through auction, with ad placement determined by the relative size of the bid, as well as
Other factors.

Pay-per-Inclusion: Search engine marketing programs that guarantee web site listing for
specific keyword search term for a fee.
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Pay-per-Lead: paying to acquire leads from an outside party at a set rate or amount
per lead.

Branding in Digital Era

The linked users that exist across several digital channels are today's brand custodians.
They have several facets. They serve as publishers, distributors, ambassadors, initiators,
and custodians at the same time. Their existence is digitally connected, giving them
credibility, power, depth, and reach. Their digital messaging has the speed, incline, and
momentum needed to have an effect on brands. But brands and their default custodians
still continue to enjoy a delightful illusion of control over their brand.

In the modern day, brand is a facilitator. Participants, brand discussions, and platforms
are what strengthen the brand and propel the brand concept. Therefore, companies must
improve their understanding of consumers and the rapidly changing digital landscape
while continuing to develop their brands. By emphasising the following 3 components
within the ecosystem of digital connections

People
People have more freedom in the digital age. Their status as mindless consumers
have changed yet engaged and inventive contributors. They become users instead
of consumers because they anticipate and believe in the co-creation of an
experience. They are evolving into the most trustworthy and authoritative source
for the accurate perception of a brand.
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Customers are starting to look for a mutually beneficial connection with firms
where everyone contributes and benefits. People want relationships with several
dimensions that provide them more than simply the brand's product or service.
The firm has additional opportunity to develop more interpersonal relationships
thanks to the fair-trade relationship. Businesses will need to adapt to this modern
concept of partnership that consumers are looking for. They would be wise to take
it a step further and establish a setting that is favourable to this equitable
connection.
Channels

With consumers evolving into users and participating in co-creation, it is important for
brands to Offer those channels and platforms that allow them to participate in this press.
Users are seeking channels that offer them more than just digital promotional activities;
they want channels that allow them the freedom to be publishers of content. information
and data. that give them control over what content they produce and consume, that allow
them to co-create brand experience.

The channels must also be independent of hardware. Users are becoming accustomed to
using many gadgets throughout the day to do their duties. They may utilise a smartphone
or tablet to carry out practical duties, among other things. They use a PC for extensive
content development and research when they are on the go. According to a google study,
90% of individuals switch between gadgets to complete a task, and almost everyone does
so in a single day. The smartphone is the most often used entry point. Most of the time,
the duties are finished on a PC, while tablets are now more common for social
networking and video streaming. Businesses and brands need to acknowledge that
consumers are now more credible publishers because they have access to always-on,
active devices. This transition can be addressed by setting up platforms and channels that
are device independent and enable brand and consumer content co-creation.
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Engagement
It involves opening a window with increased focus to affect motivations and conduct.
Every company is looking for ways to engage people, thus it is crucial to concentrate on
engagement by raising brand awareness and influencing customer behaviour and
preference. A brand should be able to visualise the path of a customer in order to identify
opportunities for engagement and areas where they may give value. Brands must realise
that engagement is about grabbing the user's attention and imagination rather than
pushing product messages. It involves creating an experience that is innately engaging.
Gender Wise

There are currently 213 million people online in India, with 60% men and 40% women.
There are 110 million mobile internet users in, 20% of whom are women and 80% of
whom are men. Social Medias are used by 176M of the internet's users.

The number of Internet users in India was 190 million at the end of June 2013, according
to the Internet and Mobile Association of India (IAMAI). The number of internet users
increased by 42% in 2013 to 213 million from 150 million in 2012. The number of
internet users in the country is anticipated to reach 243 million by June 2014, a rise of
28% year over year, as more and more individuals access the online through mobile
devices. Younger men and women (ages 35 to 44) become power users, Males in India
between the ages of "15 and 24" make up the majority of internet users, while females
make up 3544 of the totals. Distributions by age are provided below.
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Online Behaviour of Indian Internet Users

Social networking is currently in the lead as far as online behavioural trends are
concerned. People will utilise the internet before long to access email and to look up
information. But nowadays, individuals like to be social and are eager to interact with
others. In India, social networking is used by 25% of the population, while 23% use
services. Emailing and instant messaging are examples of services.

Mobile Internet Users

Mobile phones, some of the cheapest and most basic hand-sets available today, are a
major driver of internet penetration in India. 110 million people in India use mobile
internet, 25 million of them live in rural areas, according to IMAI. Mobile phones, which
are used by 70% of rural India's active internet users to access the web, are a major factor
in the growth of internet penetration. could be related to the difficulty of getting to PCs.
42 percent of internet users in rural India favour utilising their native languages. For most
of rural India, the overwhelming frequency of English-language content presents a
challenge.

Social Networking
The majority of customers' time in the area is spent on social networks. 86% of Indian
web users visit a social networking site, according to comScore data. With a 28% growth
in traffic and an 860% reach, Facebook is still the most popular social network. Indian
Facebook users log on for 217 minutes on average every day. The fastest-growing
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networks are Tumblr and Pinterest, while Twitter's growth has decreased by 15% in 2013
compared to 2012, placing LinkedIn in second place.

Entertainment and Online Video

YouTube continues to be the most popular video domain with more than 55% of the
market in India, according to comScore data, where the online video audience has
increased by an incredible 27 percent in recent years. The majority of the 54 million
video viewers come from international publishers like Facebook, Yahoo, and
Dailymotion. With 32,519 visitors, YouTube is the most well-liked website.
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According to a Social Video survey, 46% of internet users watch videos about brands on
a weekly basis. watching entertaining or educational videos frequently results in a
variety of subsequent fruitful actions, such visiting the brand website. People are more
inclined to view videos on their smartphones on a regular basis now. Almost six out of
ten internet users have gone online to buy something after watching a video about it.

Media Consumption of Indian's

Indian consumers watch media for, on average, six hours a day. Indian audiences only
watch conventional media for 195 minutes, or 3.15 hours. The breakup will be broadcast
for 86 minutes on television, 37 minutes in the newspaper, and 30 minutes on radio. 4.55
hours or 214 minutes are left in fresh or digital media. Dissolution of new media 102
minutes for mobile, 79 minutes for web, and 33 minutes for tablets.

From a marketers view digital platform is very important because customers have more
presence in digital media. Customers are spending more time on digital, so it is easy to
catch customers in digital platform, more than that spending digital is much cost effective
While comparing with traditional.
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CHAPTER-2
LITERATURE REVIEW

Neelika Arora 32has published research article entitled "Trends in Online

Advertising" in advertising Express, Dec2013. The global online advertising
revenues are expected to touch US by 2015. In India, the revenues at
present are estimated to be Rs.80 cr. and are expected to increase six times
more within the next five years. In India, Internet as a medium is accepted
by a Wider industrial segment that includes automobiles, telecom, education,
banking. insurance, credit cards, FMCG (Fast Moving Consumer Goods),
apparel, /clothing, durables, media, business services and tourism. Out of
these, it is estimated that the banking, FMCG and insurance sectors together
account for 45% of the total advertising spend. In comparison to this,
automotive. travel and retail spend 37% of the total advertising revenue and
financial service companies spend 12% only. Some of the top spenders in
India are automobiles, followed by brands like Pepsodent, Kelloggs,
Cadbury, HDFC (Housing Development Finance Corporation Ltd.) loans
and Sunsilk. In addition to these the early adopters in the field of finance
and IT are also increasing their spending. Globally. the trend is that almost
60% of the revenue goes to five firms Goggle, Yahoo, Microsoft,
AOL(America Online Launchers), and Overture.
Approximately, 90% Of the Goggle revenues come from advertising. In
India, portals like indiatimes.com, exchange4media.com, rediffmail.c@m,
agencyfaqs.com etc are attracting major online spender. This article
explains demographic profile of Indian users. It also gives the comparison
between global trend and Indian trend, which is useful for my research
work.
Sumanjeet37 has published article on "On Line Banner Advertising" in
Indian Journal Of Marketing. Online banner advertising has great potential
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as an advertising medium. It is easy to create, place and use. It offers

companies targeting well educated, innovative, amount males/females or
students with great potential for success as their segments are highly
represented.
Avinash Kaushik is an Indian entrepreneur published an article in dec 2014
titled digital marketing and analytics are two ladders Of magnificent success.
Jaffrey Graham45 has published his article entitled "Web advertising's future
e-
Marketing strategy" Morgan Stanley Dean Witter published an equity research
report analysing 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 newspapers and at least as good in generating product
interestAdvertising in social media: HOW consumers act after seeing social ads.
Adapted from Nielsen (2012: 10). Social media has not only changed how people
communicate online, but it has also changed the consumption of other media too.
Online social connections are used to filter, discuss, disseminate. and validate
news, entertainment. and products for consumption. (Ryan 2011: 15) The next
chapters Will explain more about each of the world's current most widely used
social medias. There are, of course, many Other social networks and applications
(apps) available but considering the study, the focus is on the main Medias.
Vikas Bondar has published his article on "sales and marketing strategies"
Internet is a really good thing. The Internet gives people a greater amount of
information as we need. It is the best way to get a comparison Of the
products that we need. If we are interested in buying, it is best for us to
check the Web sites. Also, if we would like to make Our own Web page we
can do this, without paying a lot of money. From Where do we set all this
information? The answer is from advertising, which we see, everywhere. on
TV, on the Internet, in the newspapers and more. Year aner year we get
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more and more new, interesting information and in the future the Internet
use Will increase more than now. This article explains how internet is useful
tool for advertisement
According to Garder's survey (2013), the top priority in digital marketing
investment will be to improve commerce experiences through social
marketing, content creation and management and mobile marketing. Key
findings also revealed that a company's marketing success relies mostly on
their website, social marketing, and digital advertising, Which are all parts
Of digital marketing. In addition, savings made by using digital marketing
can bc reinvested elsewhere. Normally, companies spend 10 percent of their
revenue on marketing and 2.4 percent on digital marketing, which will
increase to 9 percent in the future
J Suresh Reddy26 has published article in Indian Journal Of Marketing. Title
Of article is "Impact Of E- commerce on marketing". Marketing is one
Of the business function
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
web to provide ongoing information, service and support.
Economic times published article on "Indian companies using digital
marketing for competitive advantage" in Oct 2014. According to this article
a growing number of marketers in India are leveraging digital marketing to
increase their competitive advantage, research by Adobe and CMO Council
has revealed. According to the study, India leads in the confidence in digital
marketing as a driver of competitive advantage. Ninety-six per cent Of the
Indian marketers have high confidence in the ability of digital marketing to
drive competitive advantage. It is among the highest in Asia-Pacific APAC
with only Australia leading with 97 per cent. the research said. However,
while Indian marketers believe that the key driver to adopting digital is a
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growing internet population (70 per cent in India against 59 per cent in
APAC), their belief that customer preference and digital dependence drive
the adoption of digital, and that digital can engage the audience, is lower
than the APAC averages, it added. The 2014 Adobe APAC Digital
Marketing Performance Dashboard Was compiled through quantitative
surveys with over 800 marketers across the region. Marketers from
Australia, Korea, China, India, Hong Kong, Singapore and Other countries
were covered. However, While India is an emerging leader in Digital
Marketing, it has dipped in its own performance this year as compared to
the previous year. It is important to note that India scored much higher than
the APAC average last year," it said. Adobe Managing Director South Asia
Umang Bedi said that customer preference and digital dependence would
increase along with the increase in penetration of internet in the Indian
market. "Therefore, what would matter is how the Indian marketers are able
to increase engagement and activate audience through digital marketing.
This presents challenges in programme planning, execution and most
importantly measurement," he added. The study also revealed that
compared to their APAC counterparts, Indian marketers are receiving lesser
support from channel and sales teams for increasing digital spends.
However they are doing better as compared to last year suggesting that
departments that have a customer interface are realising the importance Of
digital marketing in augmenting their effort.

CHAPTER-3
RESEARCH METHODOLOGY

An approach for methodically resolving the research challenge is called research

methodology. It might be viewed as a branch of science that focuses on learning how
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to do scientific research. For every certain subject, it is a system and in-depth research.
The use of scientific procedures to discover answers to questions is its main goal.
Data must be gathered, analysed, and interpreted. The use and application of data are
covered.

Topic
The selected topic for the research is "Understands the consumer buying
behaviour of Indian in digital era"

Period of study
The study is conducted during the 2nd April 2023 to 6th June 2023

Objectives Of the study

Primary Objective
The main objective Of the study is to understand the consumer buying journey in
Digital era.
Secondary objectives

To know affinity in customers for collecting information before purchase

TO determine out the media, which is most important in creating stimulus in

Indians?

TO understand the media consumption Of Indians.

To figure out how Indian will purchase a product. To

understand post purchase behaviour of Indian

Scope
For understanding Indian consumers' purchasing habits, this study is helpful. By
using the right media, it can assist businesses in reaching their target audience. In
order to help brands, reach their marketing goals, it will provide them advice on
where to invest.
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Universe
Universe means the total population available for the study. In this study, the
universe constitutes all Indian, who have online presences.

Sample
Sample refers to a small population's depiction of the entire universe. Indian youth and
young Indians who are between the ages of 17 and 45 and have internet presences are the
samples for this study.

Sample size

The number of sample units selected from the total population is called sample size.
Sample size selected for this study is 200. Among them 146 are males and 54 are
females.

Tools
Tools used for this research is an questionnaire, which consist of21 questions.

CHAPTER-4
DATA ANALYSIS

1.How do you get information about new Products?

2.DO you Collect information before purchasing the products?

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3.What type of information Will you collect?

Interpretation for I to 3: Samples are highly information seekers, 95 %

of the sample will do reach before purchase. Only 40% of the samples
saying they get to know about a product through advertisements, 30%
get to know from friends and 10% from family. 32% Of samples are
collecting information about quality of product the and 26% about
price and 21 % about customer experience.

4.Did you ever purchase from an Online site?

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5.If yes, then what type of product / services did you purchase online?

Interpretations 4 and 5: of the sample will make online purchases also;

mostly they purchase electronic products, followed by fashion and travel
accessories through online.

6.DO you watch television?

93% NO

7.Do you Watch television programs through Online?

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Yes

8.Do you read Newspapers?

•
•
YES
NO

9.Do you read the News through online?

YES
• NO

Interpretation 6 to 9:
93% of the samples are watching T. of the samples is watching T. V
programs through online portals. 93% are reading newspapers and 74% are
reading news papers through online.

10.DO you have mobile phone Or smart-phones?

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1%

11. DO you have a laptop or PC?

12.DO you have a tablet?

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12.DO you have an internet connection in any of the above mentioned gadgets?

NO

13.When do you use these gadgets?

14. What you do with these gadgets?

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Interpretation 10 to 15:
More than 90% of the sample have can mobile or Smartphone and
laptops or PC. While coming to tablets it is IOW. but it doesn't mean no
one is using tabs. Still. 30% Of samples have a tablet. 96% of samples
have an internet connection is any Of these gadgets, this showing the
penetration of internet in India. 33% of the samples are using these
gadgets while they arc with their friends. 25% Of the samples are using
these gadgets while watching T.V. 42% of samples are using gadgets in
Office or college. 21% use these gadgets for chatting, 16% for surfing
and 14% for watch videos & games.

16.DO you ever notice advertisement?

NO

YES

17.If yes, from where?

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18.Mention one from of media, which you give more importance?

Interpretation for 16 to 18:

97% Of the samples are seeing ads. among them 35% Of samples noticed
ads through online media, 22% on TVC and 17% on Newspapers. 48% Of
the samples are saying they have trust in online ads, 34 % are saying they
have trust in T.V.

19.HOW do you normally purchase a product?

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Visit and purchase from retail shop

itself

Visit the retail shop and purchase from

laptop

Visit the retail shop and purchase from

mobile

Research and purchase from

laptop

Research and purchase from

mobile

Research in mobile and purchase from

laptop

Research in laptop and purchase from retail s

Research in and purchase from retail

20.After purchase, what type of experience will you share with Others?

21.How will you share your experience with others?

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Interpretation for 19 to 21:

22% of samples will do research on Online and purchase from retail

shop, 21% of the samples will do research in mobile and purchase
from retail shop. But 19% of the samples will purchase directly from a
retail shop only. 67% Of the samples will like to express their
experience With Others; it may be a nice deal, good experience or bad
experience With product.
37% Will share their experience through face-to-face talk, 32% through
social networking sites and 24% through messaging.

CHAPTER-5

FINDINGS

Indian customers are highly information seekers. They collect more

information about quality, price and refer customer's experiences before

purchasing a product.

Advertisements have high impact for creating stimulus in Indian customers.

But this stimulus will get in to action only through opinion leaders.
 P a g e | 36

Indian consumers have high tendency to go for online purchase. They have

high amenity to go online for electronic products and apparels.

One of the current trends in Indian youth and young Indians are watching the

T.V programs via online portals. May be the main reason is convenience

oftime, they can watch programs which they had skipped due to some

reasons.

The same thing is happening for the newspaper also, people have more

affinity towards online news portals. Here's the reason may be they can get

news updates very early; they don’t need to wait for daily newspapers.

In both Of these cases, one opportunity is lost for marketer and one

opportunity is emerging for them to reach their T.G.

More than 90% Of the samples have a mobile or Smartphone and laptops Or

PC. 96% of samples have an internet connection is any of these gadgets,

this showing the penetration of internet in India.

If we take tablet, penetration in Indian is IOW. But it doesn't mean that no

one is using tabs. More than 30% of samples have tablet. For brands they

are getting three more platforms to reach their T.G and engage them.

33% of the samples are using these gadgets while they are with their friends,

so just think about the reach. If one person noticed something which is cool

and awesome they will surely communicate to others.

25% Of the samples are using these gadgets While watching T.V; it's again a

barrier for brands which use TVC only. 21 % Of the samples are using this
 P a g e | 37

gadget for chatting and are using for surfing. What they are surfing? It can

be about a product, local events or locations...etc.

In this situation, one opportunity is again losing to brands and one

opportunity is emerging for brands to reach their T.G.

More than 90% Of samples are noticing ads, among them 35% of samples

noticed ads through online media. followed by TVC and Newspapers.

48% Of samples are telling they give more importance to online ads and

34 % Of samples give importance to T.V.C.

From the first part of this research itself, we know that customers are highly
information seeker. It may be the reason for high trust in online ads. They
can search for more information after seeing an ad or online is the only two
way communication channel for customers.
22% Of the samples do research through their lap or PC before purchasing a
product from the retail shop and 21 % do research via mobile.
Most of the Indians prefer to purchase from a retail shop only, but before
going to retail shop they will seek information about the product through an
online platform. Here is actually change happens in consumer buying
journey, early times consumer beliefa product only after seeing the product
in a retail shop.
But now Indian customers want to get conviction about a product before
going to retail shop. so from a marketers view they want to convince their
customers before going to a retail shop.
Brands want to build a cool presence over digital platforms because the
customer will do research about the product aner seeing an ad or after
getting stimulated.
 P a g e | 38

LIMITATIONS
It was assumed that the information given by the respondents is authentic and best
of their knowledge,
Some of the view given was completely viewed by customers as they were in a
hurry and were not considered in the data analysis.
The result of the study is applicable to the survey area only.
Time is also one of the important limitations.
Dull process and unwilling respondent also affect the result Of the study.

CONCLUSION
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.
 P a g e | 39

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.

I conclude my research by quoting again that "Brands can't sustain without digital
presence".

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 P a g e | 42

APPENDIX

OUESTIONNAIRE

Understand Consumer Buying Behaviour or Indians

This questionnaire will be used to understand the Consumer buying
behaviour Of Indians.

Age

Gender

HOW do you get information about products?

Friends Family
Advertisement
News
Other sources

2. Do you collect the information before purchasing the product?

Yes

What type Of information will you collect?

price Quality
Attributes
Quantity
Customer's Experience
 P a g e | 43

4. Did you ever purchase from an online site?

Yes
No

If yes, then what type of product/ service did you purchase online?
Apparels
Electronic
Books
Travel Products
Fashion accessories
Kitchen and Home items Toys
Sports equipments
Health and Beauty Products
Gifts
Automotive
6. Do you watch television? Yes
No
Do you watch television programs through online?
Yes
No
Do you read newspaper?
Yes
NO

Do you read News through Online?

Yes
No

10. DO you have mobile phone or smartphones?

No

I I. Do you have a laptop or PC?

Yes
 P a g e | 44

12. Do you have a tablet?

No

13. Do you have internet connection in any of the above mentioned

gadgets?
Yes
No

14. When do you use these gadgets? While watching TV otiice

College
With friends
15. What you do With these gadgets? Games
Surfing
Shopping
NC".vs reading
Blogging
E-booking Reading
Watching Videos
Chatting

16. Do you ever notice advertisements?

Yes
No

17. If yes, from where?

Online
Newspapers
YouTube
Magazines
Out Door Hoardings
Radio
 P a g e | 45

18. Mention one form of media from the list below, which you give
more importance?

Online
Newspaper
YouTube
Out Door Hoarding
Radio
Display ads in shops

19. How do you normally purchase a product?

Research in mobile and purchase from retail shop
Research in laptop and purchase from retail shop
Research in mobile and purchase from laptops
Research and purchase from mobile
Research and purchase from laptop
Visit the retail shop and purchase from mobile
Visit the retail shop and purchase from laptop
Visit and purchase from retail shop itself

20. After purchase, what type of experience will you share with
Others? Nice deal which you got in terms of price Bad
experience with the product
Good experience With the product
All the above mentioned

21. HOW Will you share your experience With others? Social
networking sites
Messaging
Write a blog
In company website
Through face to face talk
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