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1. Swami Vivekanand College of Engineering,
Department of Management
Indore (M.P)
A Major Research Project
On
“Current Trends of Internet Marketing
Towards Online Shopping”
Submitted to
DEVI AHILYA VISHWAVIDYALAYA (DAVV), INDORE
Partial fulfillment for the degree of
Master of Business Administration (Full Time)
BRTCH: 2017-2019
Guided By: Submitted By:
Prof. Ruchi Jain RAHUL CHOPDE
MBA IV Sem(FT)

2. FINANCE &Mkt.
DECLARATION
I hereby declare that the project entitled “CURRENT TRENDS OF INTERNET
MARKETING TOWARDS ONLINE SHOPPING” is an authentic work done by me under the
supervision of Prof .Shivam Bhardwaj.The study was undertaken as a part of the course
curriculum of MBA IV Semester (Full Time) of Swami Vivekanand College of Engineering,
Department of Management, Indore affiliated to Devi Ahilya Vishwa Vidhyalaya, Indore. I
further declare that to the best of my knowledge, this project work does not contain any part of
any work which has been submitted for the award of any degree either in this university or in
any other University /Deemed University without proper citation.
Name of student
Rahul chopde
MBA,IVsem (FT)

3. CERTIFICATION
This is to certify that project report entitled “CURRENT TRENDS OF INTERNET
MARKETING TOWARDS ONLINE SHOPPING” which is being submitted here with for the
award of the degree Master Of Business Administration of the DEVI AHILYA
VISHWAVIDHYALAYA; Indore is the result of the original research work completed by
Akshay More under my supervision and guidance. To the best of my knowledge belief, the
work has been duly completed and is up to the standard both in respect of contents and language
for being referred to examiner.
HOD MBA Principal
Prof. Ruchi Jain Dr.R.S. Tare
SVCE Indore

4. ACKNOWLEDGEMENT
I would like to take this opportunity to express my sincere gratitude to all those who guided
me in right direction to complete this project. I express my sincere gratitude to Prof. Ruchi
Jain, Director, Swami Vivekanand college of Engineering, Department Of Management,
Indore, for his encouragement throughout the course of this study. I would like to thank, Indore
for granting the permission to undertake the training in there esteemed organization. I also
express my sincere thanks to Prof. Ruchi Jain for constant guidance and assistance throughout
this study. I would like to thanks my respondents for sparing there precious time to answer my
questionnaire and giving me valuable information that I needed.
Name of student
Rahul Chopde
MBA, IV Sem (FT)

5. Contents
CHAPTER NO. TOPICS
Chapter 1 Introduction
Chapter 2 Review of Literature
Chapter 3 Problem of Study
Chapter 4 Rational of Study
Chapter 5 Research and Methodology
Chapter 6 Objective to Online Marketing
Chapter 7 Exploratory of Research Design
Chapter 8 Types of Research Study
Chapter 9 Data Collection
Chapter 10 Tools Use For Data Analysis of
Online Marketing
Chapter 11 Data Analysis and Interpretation
Chapter 12 Finding and Discussion
Chapter 13 Conclusion
Chapter 14 Limitation and Suggestion
Chapter 15 Implication of The Study
Chapter 16 Limitation of Research
Chapter 17 Reference
Chapter 18 Appendix

6. ABSTRACT
Internet marketing involves the usage of the Internet to market and sell goods or services. In
this thesis I wished to seek answers for the following questions with the help of secondary data
obtained from the News Papers, Business Magazines, Online articles along with web, email
surveys and e-questionnaires taking into consideration consumer perspective, and see if they
are moved by the internet marketing done by the companies or not, and if they are, then up to
what extent. The survey results helped me in predicting the trends in Internet marketing. The
new millennium has brought us on the brink of the I.T. Revolution. This revolution has been
aided by the advent of the Internet in a big way. Internet is fast changing the way people used
to do things. Naturally, the same would have an impact on the advertisers. The Internet has
been accepted as the most powerful media for advertising due to the absence of geographical
barriers. The advent of the Internet and its subsequent acceptance has once again challenged
the traditional forms of advertising. Advertisers are trying to use the ‘net’ to advertise their
products and hence ‘net’ their customers. Thus, with the Internet gaining prominence,
advertising equations are fast changing we would like to study the impact of Internet on
advertising from the customers as well as advertisers point of view. There is no question that
the growth of Internet advertising is outpacing offline advertising. As more and more
companies realize the real value in advertising their goods and services online, they are
diverting funds from other forms of offline advertising to compensate. Consequently, the
market share of Internet advertising is continually growing while the market share of offline
advertising mediums stagnates or decline .At the current rate of growth, Internet advertising
has already overtaken radio advertising in spending and market share. While outdoor
advertising is also experiencing growth, it is not growing as rapidly as Internet advertising, and
Internet advertising has already overtaken it. Digital marketing involves the promotion of
products and services using digital distribution channels that reach consumers in a timely,
relevant, personal and cost-effective manner. Digital channels can have several categories, such
as the internet, mobile, digital outdoors, and any form of interactive digital media. Each
category has multiple digital tools / sub-channels that can support digital marketing. Internet -
Email, banner ads, dedicated websites, pop- up ads, sponsored content, paid keyword search,
podcasts, social networks, blogs, wikis, widgets.

7. CHAPTER 1
INTRODUCTION

8. INTRODUCTION
Online marketing also known as digital marketing, web marketing, and internetmarketing or e-
marketing is the marketing of products or services over the Internet. Internet marketing is
sometimes considered to be broad in scope because it not only refers to marketing on the
Internet, but also includes marketing done via e-mail and wireless media. Management of
digital customer data and electronic customer relationship management (ECRM) systems are
also often grouped together under internet marketing. Clearly, marketers are adding on-line
channels to find, reach, communicate, and sell. I-marketing has at least five great advantages.
First, both small and large firms can afford it. Second, there is no real limit on advertising
space, in contrast to print and broadcast media. Third, information access and retrieval are fast,
compared to overnight mail and even fax. Fourth, the site can be visited by anyone from any
place in the world. Fifth, shopping can be done privately and swiftly. Internet marketing and
e-commerce has marked its place in the world of technology. The success of any business at
present strongly depends on Internet marketing. Below gives a graphical view of how online
marketing can effectively be planned.

9. There are many sources of online marketing or Digital Marketing as described
below:
Web Marketing:
Web marketing includes Web sites, Affiliated marketing Web sites, promotional or informative
Web sites, online advertising on search engines, and organic search engine results via Search
Engine Optimization (SEO). Internet marketing is sometimes considered to be broad in
scope because it not only refers to marketing on the Internet, but also includes marketing done
via e-mail and wireless media
Web Marketing
Social Media Marketing:
Social media marketing involves both advertising and marketing efforts via social networking
sites like Face book, Twitter, YouTube and Digg. This has come with a most useful source of
marketing as there are billions of people reach out these media and thus make possible to reach
the people anywhere in the world with , simple broadcasting of the product advertisement takes
no time to reach the consumers .Internet, but also includes marketing done via e-mail and
wireless media. Management of digital customer data and electronic customer relationship
management (ECRM) systems are also often grouped together under internet marketing.
Clearly, marketers are adding on-line channels to find, reach, communicate, and sell. I-
marketing has at least five great advantages.

10. Social Media Marketing
Email Marketing:
Email marketing involves both advertising and promotional marketing efforts via e-mail
messages to current and prospective customers. Email messaging has made possible to send
promotional messages to the email users acting as a quick mode of online product broad cast
over internet. Digital marketing for ecommerce applies traditional marketing principles to a
multichannel, data-driven environment. Digital marketing for ecommerce applies traditional
marketing principles to a multichannel, data-driven environment. Studying collaborative
research and the accessing of external sources of technology, Hummel found that in deciding
on business partners, it is important to make sure that both parties' business models are
complementary

11. Email Marketing
E-commerce Marketing:
E-commerce marketing is the process of driving sales by raising awareness about an online
store's brand such as Amazon, flip kart, snap deal and many other online product services,
product offering companies. Digital marketing for ecommerce applies traditional marketing
principles to a multichannel, data-driven environment.
E-commerce Marketing
Internet marketing is associated to various business models. It comprises of e-commerce
business model where goods and services are sold directly to consumers (B2C), businesses
(B2B) or from one consumer to other consumer (C2C).These business model are described
below. Studying collaborative research and the accessing of external sources of technology,
Hummel found that in deciding on business partners, it is important to make sure that both
parties' business models are complementary. For example, they found that it was important to
identify the value drivers of potential partners by analyzing their business models, and that it
is beneficial to find partner firms that understand key aspects of our own firm's business model
,one being that it often depends on campaigns' abilities to invoke emotional responses, rather
than solely demonstrating value. Marketers with carefully designed World Wide Web sites are

12. already interacting computer to computer, with prospective customers or an individual basis,
much as ATM does in very primitive fashion
Business-to-customer (B2C):
Business-to-customer marketing refers to the tactics and best practices used to promote
products and services among consumers. B2C marketing differs from B2B marketing in a
number of key ways, one being that it often depends on campaigns' abilities to invoke
emotional responses, rather than solely demonstrating value.
Business-to-Business Model:
B2B (business-to-business) marketing is marketing of products to businesses or other
organizations for use in production of goods, for use in general business operations (such as
office supplies), or for resale to other consumers, such as a wholesaler selling to a retailer.

13. Customer-to-customer Model
C2C, or customer-to-customer, or consumer-to-consumer, is a business model that facilitates
the transaction of products or services between customers. An example of C2C would be the
classifieds section of a newspaper, or an auction.

14. CHAPTER 2
REVIEW OF LITERATURE

15. REVIEW OF LITERATURE
This section aims at exploring detailed information on major domains of the dissertation topic
by reviewing past research, books and related articles. Modern studies and past theories
concerning these domains are presented.
Literature on online marketing:
Online services will drive marketing to the opposite end of the spectrum from “mass”
marketing to customized “one-to-one” marketing. Online marketers communicate instantly and
directly with the prospective customers and can provide instant fulfillment as well. Marketers
with carefully designed World Wide Web sites are already interacting computer to computer,
with prospective customers or an individual basis, much as ATM does in very primitive
fashion. Online one to one approaches while innovative and still glamorous in their pioneering
aspects, offer significant new challenges. The significant aspect is the access with the
customers. Communication and information technology development has encouraged the
emergence of new communication channels that have increased the options available to
organizations for building relationships with clients.
How important is Internet marketing to the success of an organization?
There are no exact answers for this question. It depends on the nature of one company business
line. There are many companies currently using the Internet as their main business transaction
such as Amazon, flipkart, snapdeal, Alibaba. However, companies such as UPM, the world’s
leading forest products producer only uses the Internet as a media to introduce the company
and its products to customers via its website.
Besides that, during the whole purchasing decision making process, customers not only use the
Internet in isolation to search for products but other media such as print, TV, direct mail and
outdoor as well. These media still play an extremely important role for the marketers to
communicate with customers, for example, direct or face – to – face marketing more or less
helps marketers build up the trust in customers and encourage them to purchase the products.
Therefore, it is better to use the Internet as part of a multi-channel marketing strategy which
“defines how different marketing channels should integrate and support each other in terms of
their proposition development and communication based on their relative merits for the
customer and the company.”
Mohan Nair takes social media as a complex marriage of sociology and technology that cannot
be underestimated in its impact to an organization marketing communication, choice as to when

16. to engage, how to manage and measure, and whether to lead or to follow is complex but not an
impossible task. These cannot be answered simply by one formula because the context and the
market dynamics are strong variables in these decisions. Even though the interest for social
media is huge, few companies understand what the term social media can mean to their
businesses.
According to research conducted by Nielsen, we know that 92% of consumers report that
“word-of-mouth and recommendations from people [they] know” are the leading influence on
their purchase behavior. Only 37% trust search engine ads, and just 24% trust online banner
ads. They trust their friends and family the most when looking for brand recommendations.
It is important to understand the relationship between digital communication and traditional
communication in the old media; for example, TV, radio, newspapers, magazines and billboard
ads, the communication model was and is one-to-many compared to one-to-one or many-to-
many communication model in digital media like blogs, social networks, wikis and other social
media (Chaffey, 2003).
Foux (2006) suggests Social media is perceived by customers as a more trustworthy source of
information regarding products and services than communication generated by organizations
transmitted via the traditional elements of the promotion mix.
Johnson and Greco (2003) explain that desires and different hopes from different clients can
sometime require certain unique information and contact strategies. Communication channels
and strategies now differ broadly from the ones in former times or offline times.
Online marketing is today seen by many practitioners as the new arena for market
communication and on top of the list of users of the different mediums is Face book, Blogs,
Twitter, YouTube and LinkedIn (Steltzner, 2009).
Kaplan and Haenlein (2010) define social media as ―a group of Internet-based applications
that build on the ideological and technological foundations of Web 2.0, which facilitates the
creation and exchange of user-generated content. It consists of different Internet applications
such as blogs, social networking sites, content communities, collaborative projects, virtual
game worlds and social worlds. Russell S. Winer (2009) affirms that many companies today

17. are using some or all of the new media to develop targeted campaigns that reach specific
segments and engage their customers to a much greater extent than traditional media.
Mangold & Faulds (2009) argue that marketing managers should comprise social media in
the communication mix when developing and executing their Integrated Marketing
Communication strategies and they presented the social media as a new hybrid element of
promotion mix.
Forbes Magazine reports retail is down and e-commerce is up. One clear example of the power
of e-commerce comes from Macy’s recent returns. Forbes reports the 154-year-old retail chain
saw online sales rise 40% in 2015 while same-stores sales grew just 5.3%. Maybe you’re not a
billion-dollar business like Macy’s, but the numbers don’t lie. Online sales are overtaking retail
sales. Safe to say e-commerce is trending upward more and more each year. It’s not too late to
jump onboard the e-commerce train.
The internet has become a mass media vehicle for consumer sponsored communication. It now
represents the number one source of media for customers at work and the number two source
of media at home. Customers are turning away from the traditional sources of advertising:
radio, television, magazines, and newspapers. Customers also consistently demand more
control over their media consumption. They require on-demand and immediate access to
information at their own convenience. Customers are turning more frequently to various types
of social media to conduct their information searches and to make their purchasing decisions.
Nowadays, the concept of Internet marketing has expanded and brought more opportunities for
companies to approach their customers. In the past, the Internet was only used as a tool to
contact customers, part of direct marketing. Nowadays, the Internet, particularly websites has
been becoming a popular media for any firms to introduce their products and services. The
Internet is considered as an independent and effective marketing tool. During eight years, from
2008 to 2015, the number of Internet users has increased by 4 times from about 361 millions
to more than 1, 46 billion (http://www.internetworldstats.com/stats.htm ), in which, Asia, the
continent with the biggest population accounts for 39.5% of World Internet Users. Thus
reaching such huge population in a quick time efficiently online marketing media and online
shopping organization had proved themselves as a major source. Integrated Marketing
Communication strategies and they presented the social media as a new hybrid element of

18. promotion mix. The internet has become a mass media vehicle for consumer sponsored
communication. It now represents the number one source of media for customers at work and
the number two source of media at home.. Thus reaching such huge population in a quick time
efficiently online marketing media and online shopping organization had proved themselves as
a major source. Customers are turning more frequently to various types of social media to
conduct their information searches and to make their purchasing decisions and the
communication mix when developing and executing their Integrated Marketing
Communication strategies and they presented the social media as a new hybrid element of
promotion mix proved to effective way to communicate with digital world.

19. CHAPTER 3
PROBLEM STATEMET

20. PROBLEM STATEMENT
Problem Statement for small business owners
Small business owners should employ Internet marketing to compete successfully in a
business environment (Eida & El-Gohary, 2013). As of August 2011, 78% of U.S. adults and
95% of U.S. teenagers use the Internet (Zickuhr & Smith, 2012). Ninety-two percent of adults
use search engines to find information, 91% use e-mail, 71% use the Internet for buying
products, 64% use social networking sites, and 61% bank online (Zickuhr & Smith, 2012).
Businesses that are choosing not to leverage Internet marketing risk losing competitive
advantage since some consumers search for information and make purchases online. The
general business problem is that small business owners often face challenges with using
Internet marketing to promote products or services. The specific business problem is that
some small business owners lack knowledge on how to develop and implement an Internet
marketing strategy
3 Problems of Internet Marketing and how to navigate
around them
Launch your market research survey
1. Problem: The Security-Leary Consumer
I was scammed by a pair of teenagers shortly after I moved into a new neighborhood.
They said they were selling magazine subscriptions in order to get money for their own
business start-ups as a means to escape their current conditions. Naively, I agreed to
help them out and purchased three one-year subscriptions. When four months passed
and my magazines still hadn’t arrived, I realized they never would. I tried calling the
number on my receipt only to discover that the company was non-existent. The
following year when another young man knocked on my door with the same story, I
knew better and asked him to leave. Lesson learned. Although my experience was
minor in comparison, today cases of identity theft and online scams are all too
common; thereby making many individuals hesitant to view the internet as a consumer
landscape. Rather, these people look to the internet as a means to obtain information,
while preferring to conduct their business in a more traditional setting – such as a
physical store or office.

21. Solution: Understand the consumers fear and address it head-
on.
People work hard for their money and the thought of losing all of one’s life savings due
to identity theft is scary. Those of us who have shopped online know that the ease and
accessibility of internet consumerism can be the perfect complement to our fast-paced
lives. The challenge of web-based companies is to unite these two factors and
reassure new clients that safety precautions are available to make online transactions
secure. Educate your clients about ways they can protect themselves as online
consumers. For example, remind them that they should only enter their personal
information in a secure domain (a web address beginning with https:// as opposed to
https://). Always use secure and reliable web hosting providers instead of low quality
bargin hosting solutions. When your client sees that you care about their identity
protection and financial security, they will be more willing to conduct business with you
and utilize your online services.
2. Problem: The Competition
Like a beauty queen at a Miss America pageant, your company is constantly vying for
the judges’ attention – but in this case the judges are potential clients. For every
service you offer, chances are, there are thousands of companies that offer the same
in return. Why should a client choose company A, when they can go with company B?
Let’s face it, the internet is a hodgepodge of information and enterprise, and every
company wants to be the chosen one. If I am anything like the average consumer, I
perform a Google search for the service I need, glance at a website or two and make
a decision. Some people don’t even look a website. Instead they just call the first
business that pops up in the search results.
Solution: Learn how to capture a client’s attention.
Business possibilities on the internet are endless and if you want to succeed, you must
learn the art of capturing a client’s interest. This can be as simple as knowing your
target audience inside and out and marketing towards them specifically. If you own a
company that is selling all things newborn, don’t waste your marketing efforts
advertising with antique collector websites. It may sound logical, but have you sat
down and pinpointed which sites are directly related to the services you provide?
Choose websites which will maximize exposure to your core audience. You must make

22. strategic decisions when it comes to internet marketing to always stay one step ahead
of your competition. In the case of baby novelties, try PPC marketing campaigns on
sites like thebump.com or babycentral.com. Once you have a clear vision of who your
client is, you can adjust your marketing efforts accordingly, and are much more likely
to attract valuable business.
3. Problem: Instant Information
Try this: Go to news.google.com and pick a story. It can be anything. For example, I
just picked “Apple” under the “Top Stories” section and instantly had access to the
same stories that were written seven hours ago, and were still being updated to as
recent as 13 minutes ago. Interesting, right? Now ask yourself this: How often does
your company update its marketing efforts? With the level of competition among online
businesses, chances are some company somewhere that is in direct competition with
you, has updated their marketing information within the past thirty minutes. This is a
fundamental challenge for companies who want to stay on top of their game, but
cannot dedicate 100% of their resources to constantly updating information.
Solution: Commit to your marketing efforts.
Try to dedicate one hour a week towards updating and re-assessing your internet
marketing goals. This ongoing dedication will ensure to all clients who visit your
website, that you are committed to providing them with accurate, up-to-date
information and that you are a competitor in today’s market. This can be as simple as
posting a new blog once a week, or updating your Twitter or Facebook status. By being
an active participant within the internet community, you will demonstrate that you are
well aware of all of the trends going on within your market, thereby, gaining consumer
confidence. A good content management system will help you to achieve this goal.

23. CHAPTER 4
RATIONAL OF STUDY

24. Rationale of the study
Internet Marketing in its simplest terms refers to the marketing and selling of goods and
services using the Internet as the sales and distribution medium. The current project on
innovative marketing strategies aims to understand the concept of online marketing; study as
to how much online marketing has penetrated in the market place; gain insights about
functioning of online marketing; study the benefits of online marketing for the businesses as
well as the customers and explore the future prospects of online marketing.
The report concludes that internet has opened up new avenues for reaching the consumer. It is
true that there is never a fixed way or strategy that a marketer can use to market its products
and services on the internet but it is still very much an arena where creative thinking can take
the company reach new heights. Thus we can say that marketing has not changed its shape. It
is the same, unpredictable, unusual and creative field that needs constant change and open
inputs that can work wonders for the company,study the benefits of online marketing for the
businesses as well as the customers and explore the future prospects of online marketing.
7 P'S Of ONLINE Marketing are presented below diagrammatically with description

25. 7 P'S Of Internet Marketing are as described below:-
1. Product:
Product on the Internet usually changes form online, and the user experiences it electronically,
in the form of text, images and multimedia. Physical goods are usually presented in the form
of a detailed online catalogue that the customer can browse through. Technology allows the
user to virtually touch and feel the product on the Internet - rotate it, zoom in or zoom out and
even visualize the product in different configurations and combination. It will rather be on the
uniqueness of the product. To be able to attract the customers and retain them, the company
will have to provide nouvelle and distinct products that forces the net users to purchase more.
2. Price:
Price has been drastically changed over the Internet. It lets the buyer decides the price. Also it
gives the buyers information about multiple sellers selling the same product. It leads to best
possible deal for the buyers in terms of price. Pricing is dynamic over the Internet. Many
Internet marketing firms don’t provide Internet marketing pricing on their websites. At
Webpage, we believe our clients deserve a detailed listing of what our prices include. No
games. No hidden fees. Accurate pricing for our Internet marketing services based on years of
experience. Whether you’re looking for SEO, link building, or social media pricing, our
website offers Internet marketing pricing options in a range of plans to suit your specific
marketing approach. Internet marketing prices are intended to match your needs so that you get
what you pay for and maybe a little more.

26. 3. Place:
Place revolves around setting up of a marketing channel to reach the customer. Internet serves
as a direct marketing channel that allows the producer to reach the customer directly. The
elimination of the intermediate channel allows the producer to pass the reduced distribution
cost to the customer in the form of discounts.
4. Promotion:
Promotion is extremely necessary to entice the customer to its website, as there are currently
more than one billion web pages. Promoting a website includes both online and offline
strategies. Online strategies include search engine optimization, banner ads, multiple points of
entry, viral marketing, strategic partnership and affiliate marketing. Presently, the cyberspace
is already cluttered with thousands of sites probably selling similar products. The report
concludes that internet has opened up new avenues for reaching the consumer. It is true that
there is never a fixed way or strategy that a marketer can use to market its products and services
on the internet but it is still very much an arena where creative thinking can take the company
reach new heights

27. 5. Presentation:
The presentation of the online business needs to have an easy to use navigation. The look and
the feel of the web site should be based on corporate logos and standards. About 80% of the
people read only 20% of the web page. Therefore, the web page should not be cluttered with a
lot of information. Also, simple but powerful navigational aids on all web pages like search
engines make it easy for customer to find their way around.
6. Processes:
Customer supports needs to be integrated into the online web site. A sales service that will be
able to answer the questions of their customers fast and in a reliable manner is necessary. To
further enhance after sales service, customers must be able to find out about their order status
after the sale has been made.

28. 7. Personalization:
Using the latest software it is possible to customize the entire web site for every single user,
without any additional costs. The mass customization allows the company to create web pages
products and services that suit the requirement of the user. A customized web page does not
only include the preferred layout of the customer but also a pre selection of goods the customer
may be interested in.
How can companies use this model?
Companies can use the 7Ps model to set objectives, conduct a SWOT analysis and undertake
competitive analysis. It's a practical framework to evaluate an existing business and work
through appropriate approaches whilst evaluating the mix element as shown below and ask
yourself the following questions:
 Products/Services: How can you develop your products or services?
 Prices/Fees: How can we change our pricing model?
 Place/Access: What new distribution options are there for customers to experience our
product, e.g. online, in-store, mobile etc.
 Promotion: How can we add to or substitute the combination within paid, owned and
earned media channels?
 Physical Evidence: How we reassure our customers, e.g. impressive buildings, well-
trained staff, great website?
 People: Who are our people and are there skills gaps?
 Partners: Are we seeking new partners and managing existing partners well?.
The 7Ps helps companies to review and define key issues that affect the marketing of its
products and services and is often now referred to as the 7Ps framework for the digital
marketing mix.

29. An example of a company using the 7Ps strategy
Take a look at Hub Spot as an example, which was founded in 2006; Hub spot has 8,000+
customers in 56 countries and sells software. What does their marketing mix look like?
This is a top level overview; you would take this into greater detail and ask the following
questions:
1. Products/Services: Integrated toolset for SEO, blogging, social media, website, email and
lead intelligence tools.
2. Prices/Fees: Subscription-based monthly, Software-As-Service model based on number of
contacts in database and number of users of the service.
3. Place/Access: Online! Network of Partners, Country User Groups.
4. Promotion: Directors speak at events, webinars, useful guides that are amplified by SEO
and effective with SEO. PPC Social media advertising, e.g. LinkedIn.
5. Physical Evidence: Consistent branding across communications.
6. Processes: More sales staff is now involved in conversion.
7: People: Investment in online services.

30. 8. Partners: Companies looks to form partnerships with major media companies such as
Facebook and Google plus.
Everything has a position in your mind, that you give a level of value to and as a marketer it is
your job to develop that position through your execution of these P’s outlined above. Is your
brand high quality and luxury? then it’s priced high, is available only in exclusive areas and
that addresses all these elements and how you are going has exceptional customer service. If
your brand is about value, then its available everywhere, low prices and people will not expect
much after sales service.
If you are creating a marketing strategy you need to take these 7 P’s and put together a plan
that addresses all these elements and how you are going to execute the campaigns. Then with
this strategy in place you can go online and dominate whatever market that you want to.
If you think about Rolex, Versace suits or Rolls Royce, you instantly think of a super high
quality, luxury brand that people aspire to owning. And if I talk about EBay or Amazon, you
think of discounts, bargains and low prices

31. CHAPTER 5
RESEARCH AND METHODOLOGY

32. RESEARCH AND METHODOLOGY
Online marketing refers to a set of powerful tools and methodologies used for promoting
products, business, brandfactory, household businesses and services through the Internet.
Online marketing includes a wider range of marketing elements than traditional business
marketing due to the extra channels and marketing mechanisms available on the Internet.
Online marketing can deliver benefits such as:
 Growth in potential
 Reduced expenses
 Elegant communications
 Better control
 Improved customer service
 Competitive advantage
Research problem
This study focuses on following problems
 Should companies integrate various marketing tools to communicate about its brand?
 How do consumers get awareness about different brands?
 How online marketing plays important role in companies’ marketing strategy?
 What are the reasons for growing popularity of online marketing among consumers?
 How is online marketing advantageous over traditional marketing?
 What are the loopholes in online marketing?
Research Methodology
The first step is to formulate a research design. This means planning a strategy of conducting
research. It is a detailed plan of how the goals of research will be achieved. Research design is

33. exploratory, descriptive and/or experimental in nature. It is helping the investigator in
providing answers to various kinds of social/economic questions. After collecting and analysis
of the data, the researcher has to accomplish the task of drawing inferences. Only through
interpretation researcher can expose relations and processes that underlie his findings and
ultimately conclusions. Interpretation refers to the task of drawing inferences from the collected
facts after an analytical study.
In the present study, researcher has followed Descriptive research. Descriptive research is
usually a fact finding approach generalizing a cross - sectional study of present situation. The
major goal of descriptive research is to describe events, phenomenon and situations on the basis
of observation and other sources through survey:
Survey Method:
 The survey method is the technique of gathering data by asking questions from people
who are thought to have the desired information. Every effort should be made to state
the objectives in specific terms.
 The survey design can be defined as: “gathering information about a large number of
people by interviewing a few of them
 The definition can be modified by stating that collecting information with other data
collection alternatives available to survey researcher in addition to interviewing i.e.
questionnaire, personal observation etc.
 Surveys are conducted in case of descriptive research studies with the help of
questionnaire techniques in most appropriate manner. Survey type of research studies
usually have larger sample. It is concerned with conditions or relationships that exists,
opinion that are held, processes that are going on effects that are evident or trends that
are developing. Thus in surveys variables that exist or have already occurred are selected
and observed. It is the example of field research.
 The major goal of descriptive research is to describe events, phenomenon and situations
on the basis of observation and other sources through survey :

34. CHAPTER 6
Objectives Of Online Marketing

35. Objectives Of Online Marketing
It’s really interesting to talk with business owners about the reasons why they want to market
themselves online. When you know your market and whom you serve, it is easier to say exactly
the right things that draw them in. Do not skimp on your image almost everyone will tell you
that they want to grow sales. Few will tell you specifically how they will achieve it, what
success looks like and what the metrics is that set the boundaries. Certainly, we are biased that
content is a tool for achieving success, but when you take a step back, it is important to view
the big picture so that you can plan and execute with intentionality.
Online marketing has following core objectives:
1. Establish a Presence
2. Build Visibility
3. Generate Sales
4. Increase Revenue
5. Build A Brand
6. Improve Local SEO
Establish a Presence
Remember the old adage, “You only get one chance to make the first impression?” There is
more truth in this than many realize. When building a website or a landing page or your Face
book page, consider the fact that your presence online might be the very first impression that
people have of you. How much more then do you want that impression to be the best? From a
content perspective, the words on the page really have to say something. Bring meaning, and

36. resonate like you live in their closet. When you know your market and whom you serve, it is
easier to say exactly the right things that draw them in. Do not skimp on your image. Invest
like you did on that first date. Remember how upset you got because those five hairs were out
of place and would not get in line? That passion is what is needed to build a great presence.
Visibility
A great presence doesn’t make you visible. People need to know that you are out there. This
often gets neglected. In talking with our friends at EBWAY, we learned that their number one
complaint from their clients is that their website doesn’t do anything. We have heard similar
stories from Matt Weeden MWDWeb and Rob Riggs at YDO.
It is work to get in front of folks. Blogging is a great example. The more blog posts you write
the more indexed pages that Google creates. This really makes you visible. Also, do not neglect
SEO. Yes, it takes a while, but it pays off in building your brand. It’s a must have. Many people
are still trying to figure out how to use Social Media, and the bottom line is that you simply
have to roll up your sleeves and commit.
Sales
Revenue must be there, right? It is amazing how many people do not enter into online
marketing with a plan for growing sales from their efforts. Even establishing goals would be
helpful. Once you set your basic objectives, you can develop a solid plan that includes critical
milestones, the timeframes associated with those milestones and how you plan on achieving it
all. This will help control your spend and allow you to throttle up or down your online
marketing efforts. The Internet is a great tool for building that trust, because it has a wide reach
and allows you to directly connect with individuals. Social media is particularly useful when
building a brand, because it allows companies to create and post with a more personal feel.
Increase Revenues
The primary goal of any marketing strategy is ultimately to increase revenue, and Internet
marketing is no exception. Thankfully, the Internet provides plenty of opportunities for every
business to improve their bottom line.
By combining search engine optimization, or SEO, with pay-per-click ads, or PPC, your
company can improve the chances that potential customers find you online. And with strategies

37. like content marketing and social media marketing, you can position yourself as an expert in
your field who also cares about your clients.
Build A Brand
Internet marketing objectives often include building a brand. This means not only establishing
your logo and company name in the minds of consumers, but also what your company stands
for. Well-known brands are typically trusted more by customers, especially when paired with
positive associations. The Internet is a great tool for building that trust, because it has a wide
reach and allows you to directly connect with individuals. Social
media is particularly useful when building a brand, because it allows companies to create and
post with a more personal feel. Organizations have discovered that this kind of brand-building
can be fostered by the use of social media channels such as Face book, Twitter, Instagram and
Interest. In addition to organic posts on these sites, companies can build brand recognition by
paying for advertisements and placements. This takes patience on the part of the organizational
leaders, because trust and loyalty are developed over many months, and sometimes years. The
key is to stay focused on the results.
Improve Local SEO
Many small businesses, as well as companies focused on increasing sales in specific geographic
region, focus much of their marketing efforts on improving their local SEO. This means
optimizing various elements on their sites in order to attract local customers who are looking
for the services they provide.
Although the number of searches that include both your industry and your town or city is
undoubtedly lower than those that just specify a product or business type, those searches tend
to generate much more qualified traffic. If a user is already looking for businesses where you
are, chances are high that they’ll be willing to come to your physical location.

38. CHAPTER 7
RESEARCH DESIGN

39. EXPLORATORY RESEARCH DESIGN
Exploratory research study is also termed as formative research studies. The main purpose of
such study is that of formulating a problem for more precise investigation orof developing a
working hypothesis from an operational point of view. The major emphasis of such studies is
of the developing of discovery of idea and insight.
SAMPLE DESIGN
A Sample Design is a definite plan for obtaining a sample from a given population. It
Refers to the technique to the procedure adopted in selecting items for the sampling designs
are as below:
Types of research study (pending)
SAMPLE SIZE:
The substantial portions of the target customer that are sampled to achieve reliable
result are 100.
Universe
Online Shoppers of India
SAMPLING METHOD:
 Non-probability sampling method : Convince Sampling
SAMPLE TECHNIQUE:
 Percentage analysis
 Tabulation
 Graphical
 Average mean

40. CHAPTER 8
RESEARCH STUDY

41. TYPES OF RESEARCH STUDY
The 8 Types of Market Research
Market research can help you solve problems and reduce the risk of making important
business decisions. Discover the 8 types of market research you can conduct to
identify and solve any business challenges.
1
Brand Research
What it is
Brand research helps with creating and managing a company’s brand, or identity. A
company’s brand is the images, narratives, and characteristics people associate with
it.
When to use it
Brand research can be used at every stage in a business’s lifecycle, from creation to
new product launches and re-branding. There are at least seven types of brand
research:
• Brand advocacy. How many of your customers are willing to recommend your brand?
• Brand awareness. Does your target market know who you are and consider you a
serious option?
• Brand loyalty. Are you retaining customers?
• Brand penetration. What is the proportion of your target market using your brand?
• Brand perception. What do people think of as your company’s identity or
differentiating qualities?
• Brand positioning. What is the best way to differentiate your brand from others in the
consumer’s mind and articulate it in a way that resonates?
• Brand value. How much are people willing to pay for an experience with your brand
over another?

42. How it’s done
A researcher will use several types of market research methods to assess your and
your competitors’ strengths and weaknesses. Generally, they will conduct competitor
research to get a picture of the overall marketplace. Focus groups and interviews can
be used to learn about their emotions and associations with certain brands.
Market research surveys are useful to determine features and benefits that
differentiate you from competitors. These are then translated into emotionally
compelling consumer language.

43. 2
Campaign Effectiveness
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which
half” — John Wanamaker
What it is
This type of market research is designed to evaluate whether your advertising
messages are reaching the right people and delivering the desired results. Successful
campaign effectiveness research can help you sell more and reduce customer
acquisition costs.
When to use it
If the folks at market research firm Yankelovich, Inc. are correct, people see up to
5,000 advertising messages each day. That means attention is a scarce resource, so
campaign effectiveness research should be used when you need to spend your
advertising dollars effectively.
How it’s done
Campaign effectiveness research depends on which stage of the campaign you use it
in (ideally, it’s all of them!). Quantitative research can be conducted to provide a
picture of how your target market views advertising and address weaknesses in the
advertising campaign.

44. 3
Competitive Analysis
What it is
Competitive analysis allows you to assess your competitor’s strengths and
weaknesses in the marketplace, providing you with fuel to drive a competitive
advantage.
When to use it
No business exists in a vacuum—competitive analysis is an integral part of any
business and market plan. Whether you’re just getting started, moving into a new
market, or doing a health check of your business, a competitive analysis will be
invaluable.
How it’s done
A researcher will typically choose a few of your main competitors and analyze things
like their marketing strategy, customer perceptions, revenue or sales volume, and so
on.
Secondary sources such as articles, references, and advertising are excellent
sources of competitive information; however,primary research, such as mystery
shopping and focus groupscan offer valuable information on customer service and
current consumer opinions.

45. 4
Consumer Insights
What it is
Consumer insights research does more than tell you about who your customers are
and what they do. It reveals why customers behave in certain ways and helps you
leverage that to meet your business goals.
When to use it
Knowing your customers deeply is integral to creating a strategic marketing plan. This
type of market research can help you anticipate consumer needs, spark innovation,
personalize your marketing, solve business challenges, and more.
How it’s done
Consumer insights research should be specific to your business—it’s about getting to
know your customers and your target market. Various market research methods can
be used, such as interviews, ethnography, survey research, social monitoring, and
customer journey research.
Here are some of the characteristics you should understand through consumer
insights research:
• Purchase habits
• Interests, hobbies, passions
• Personal and professional information
• How they consume media and advertising

46. 5
Customer Satisfaction Research
What it is
Customer satisfaction research is a type of market research that measures customers’
experiences with products or services, specifically looking at how those meet, exceed,
or fail to live up to their expectations.
When to use it
Customer satisfaction is a strong indicator of customer retention and overall business
performance. Successful customer satisfaction research should help you understand
what your customers like, dislike, and feel needs improvement. You can use this type
of market research to look at quality and design of products; speed and timeliness of
delivery; staff and service reliability, knowledge, friendliness; market price; and value
for money.
How it’s done
There are several ways to measure customer satisfaction, most commonly using
surveys. Net Promoter Score surveys can help you measure customer
loyalty. Customer Effort Scoringmeasures how satisfied people are with customer
service or problem resolution. CSAT is any survey that measures customer
satisfaction, typically measured using Likert Scale surveys. They can be conducted at
different points in the customer experience, allowing deeper insight into that moment.

47. 6
Customer Segmentation Research
What it is
Customer segmentation studies aim to divide markets or customers into smaller
groups or personas with similar characteristics to enable targeted marketing. By
understanding how people in each category behave, you can understand how each
influences revenue.
When to use it
As soon as you’re ready to start giving customers individualized experiences. Not
every customer in your target market is the same. The more you understand each
specific persona, the easier it is to focus on delivering personalized marketing, build
loyal relations, price products effectively, and forecast how new products are services
will perform in each segment.
How it’s done
Market researchers use four characteristics to segment customers.
• Demographics. Demographic information such as age, gender, family status,
education, household income, occupation and so on.
• Geography. Where people live, from cities and countries to whether they are city
dwellers or suburbanites.
• Psychographics. Socioeconomic status, class, lifestyle, personality traits, generation,
interests, hobbies, etc.
• Behavior. Brand affinity, consumption and shopping habits, spending, etc.
A researcher will identify your current customers and collect data about them through
various market research methods, such as surveys, database research, website
analytics, interviews, and focus groups. The aim is to gather as much information as
possible.

48. 7
Product Development
What it is
Market research for product development involves using customer knowledge to
inform the entire process of creating or improving a product, service, or app, and
bringing it to market.
When to use it
Innovation is hard work. A quick Google will tell you that 80 – 95% of new products fail
every year. Conducting market research for product and app development helps
minimize the risk of a new product or change going bust as it enters the market. There
are four stages where you can use market research:
• Conception. The moment you’re thinking about adding something new, market
research can find market opportunities and provide insights into customer challenges
or their jobs-to-be-done, so you can find a way to fill the gap.
• Formation. Once you have an idea, market researchers can help you turn it into a
concept that can be tested. You can learn more about strategizing pricing, testing
advertising and packaging, value proposition, and so on.
• Introduction. Market research can help you gauge attitudes towards the product once
it’s in the market and adapt your messaging as it rolls out.
• Keep making the product better or find opportunities to introduce it to new markets.
How it’s done
Product development research will utilize different market research methods,
depending on the goal of the research. A researcher could present focus groups with
product concepts and listen to their opinions, conduct interviews to learn more about
their pain points or perform user testing to see how they interact with an app or
website.

49. 8
Usability Testing
What it is
Usability testing is concerned with understanding how customers use your products in
real time. It can involve physical products, like a new blender, or digital products like
a website or app.
When to use it
Usability testing is helpful when you need to detect problems or bugs in early
prototypes or beta versions before launching them. It typically costs far less to test a
product or service beforehand than to pull a flawed product off the shelves or lose
sales because of poor functionality.
How it’s done
There are several types of usability tests, which vary based on whether you’re testing
a physical or digital product.
• Journey testing involves observing the customer experience on an app or website
and monitoring how they perform. This type of study can be done online.
• Eye tracking studies monitor where people’s eyes are drawn. Generally, they are
conducted on websites and apps, but can also be done in stores to analyze where
people look while shopping.
• Learnability studies quantify the learning curve over time to see which problems
people encounter after repeating the same task.
• Click tracking follows users’ activity on websites to evaluate the linking structure of a
website.
• Checklist testing involves giving users tasks to perform and recording or asking them
to review their experience.
Launch your market research survey

50. CHAPTER 9
DATA COLLECTION

51. DATA COLLECTION
The study was conducted by the means of personal interview with respondents and the
Information given by them were directly recorded on questionnaire. For the purpose of
analyzing the data it is necessary to collect the vital information.
There are two types of data, this are-
 Primary Data
 Secondary data
COLLECTION TECHNIQUE:
 Primary Data
Questionnaire method
 Secondary Data
 Books
 Journal
 Website

52. CHAPTER 10
Data Analysis

53. Tools Use For Data Analysis Of Online Marketing
With the increasing internet literacy, the prospect of online marketing is increasing in India.
The consumers indulging in online shopping consider many factors. If companies analyze the
factors affecting consumer behavior towards online shopping and the relationships between
these factors and the type of online buyers, then they can devise effective marketing strategies
to convert potential customers into active ones, while retaining existing online customers. This
project is a part of study, and focuses on factors which online Indian buyers keep in mind while
shopping online.
This research found that information, perceived usefulness, ease of use; perceived enjoyment
and security/privacy are the five dominant factors which influence consumer perceptions of
online purchasing. With the increasing internet literacy, the prospect of online marketing is
increasing in India. The consumers indulging in online shopping consider many factors. If
companies analyze the factors affecting consumer behavior towards online shopping and the
relationships between these factors and the type of online buyers, then they can devise effective
marketing strategies to convert potential customers into active ones, while retaining existing
online customers. This project is a part of study, and focuses on factors which online Indian
buyers keep in mind while shopping online.
This research found that information, perceived usefulness, ease of use; perceived enjoyment
and security/privacy are the five dominant factors which influence consumer perceptions of
online purchasing.
The two perspectives that seek application of its knowledge are micro and societal
Perspectives. The micro perspectives involve understanding consumer for the purpose of
helping a firm or organization to achieve its objectives. The people involved in this field try to
understand consumers in order to be more effective at their tasks. Whereas the societal or macro
perspective applies knowledge of consumers to aggregate- level faced by mass soar society as
a whole. The behavior of consumer has significant influence on the quality and level of the
standard of living.
Throughout the project we will see that how Kemrock Industries and Online Shopping Study
consumer behavior. How they approach in the new market, what are the problems faced by
them while accepting local culture and customs, how they compete with the local competitors
how they respond to the customers’ behavior towards their products and services. I have

54. developed a survey indicating online shopping behavior and acceptance among customers in
India.
Online Shopping In India:
It is a fact that a great online shopping revolution is expected in India in the coming
Years. There is a huge purchasing power of a youth population aged 18-40 in the urban
Area.
If we observe the growth of Internet Subscribers from the above graph, it is getting doubled
year by year. The usage of internet in India is only 4% of the total population. This is also
getting increased day by day as the costs of computers are decreasing and net penetr action is
increasing. The micro perspectives involve understanding consumer for the purpose of helping
firm or organization to achieve its objectives. The people involved in this field try to understand
consumers in order to be more effective at their tasks. The cost of internet usage is also getting
lower, with good competition among the providers. Wi-Fi &Wimax system has also started in
India. According to Miyazaki and Fernandez (2015), perceived risk affected consumer online
purchasing behavior negatively. They also found that Internet experience is negatively related
to the existence of concerns regarding the privacy and security of online purchase and the
perceived risks of conducting online purchases.
The behavior of consumer has significant influence on the quality and level of the standard of
living. Throughout the project we will see that how Kemrock Industries and Online Shopping
Study consumer behavior.

55. Factors That Boost Online Shopping in India:
Rapid growth of cybercafés across India access to Information the increase in number of
Computer users reach to net services through broadband middle-class population with
Spending power is growing. There are about 200 million of middle- class population good
spending powers. These people have very little time to spend for shopping. Many of them have
started to depend on internet to satisfy their shopping desires.
Factor Influencing Online Shopping Behavior:
There are a lot of researches about online shopping. Most studies intended to investigate factors
affecting consumers' purchasing behavior on the Web. Swaminathan, Lepkowska-White, and
Rao (2014) referred vendor characteristics, security of transactions, content for privacy, and
customer characteristics as factors influencing electronic exchange. Wolfinbarger and Gilly
suggested that consumers purchase and shop online with both reasons: goal-oriented and
experience-oriented. According to Miyazaki and Fernandez (2015), perceived risk affected
consumer online purchasing behavior negatively. They also found that Internet experience is
negatively related to the existence of concerns regarding the privacy and security of online
purchase and the perceived risks of conducting online purchases. Donthu and Garcia (2015)
proposed that risk aversion, innovativeness, brand consciousness, price consciousness,
importance of convenience, variety-seeking propensity, impulsiveness, attitude toward
adverting, attitude toward shopping, and attitude toward direct marketing would influence
online shopping behavior and found that among them, age, income, importance of convenience,
innovativeness, risk aversion, impulsiveness, variety-seeking propensity, attitude toward direct
marketing, and attitude toward advertising were factors influencing online shopping behavior.

56. Li, Kuo, and Russell (2015) found that "Consumers who make online purchase perceive the
Web to have higher utilities in communication, distribution, and accessibility than those who
do not make online purchases, and frequent online purchases perceive higher utility than
occasional online purchasers" and
"Consumers who make online purchases consider themselves more knowledgeable about the
Web as a channel than those who do not make online purchases, and frequent online buyers
consider themselves more knowledgeable than occasional online buyers." According to
Jarvenpaa, Tractinsky, and Vitale (2016), perceived size, perceived reputation, trust in store,
attitude, and risk perception would be factors affecting online purchasing behavior.
Considering the prior studies, this study selected several factors below in order to explain what
influences consumer online purchasing behavior.
- Demographics (Age, Income, Gender, and Education)
- Perceived Risk
- The Reputation of Retailers
- Consumer Orientations (Convenience-oriented and Experience-oriented)
- Price
Consumer choice behavior in online and traditional supermarkets:
The effects of brand name, price, and other search attributes Are brand names more valuable
online or in traditional supermarkets? Does the increasing availability of comparative price
information online make consumers more price-sensitive? We address these and related
questions by first conceptualizing how different store environments (online and traditional
stores) can differentially affect consumer choices. We use the liquid detergent, soft margarine
spread, and paper towel categories to test our hypotheses. Our hypotheses and the empirical
results from our choice models indicate that: (1) Brand names become more important online
in some categories but not in others depending on the extent of information available to and
Consumer’s brand names are more valuable when information on fewer attributes is also made
Available online. Sensory search attributes particularly visual cues about the product to be in
(e.g., paper towel design), have lower impact on choices online, and factual information also
(i.e., non-sensory attributes, such as the fat content of margarine) have higher impacton choices
online. (3) Price sensitivity is higher online, but this is due to online promotions being stronger

57. signals of price discounts. The combined effect of price and promotion on choice is weaker
online than offline.
Analysis Objective
 To find out the factors affecting the online shopping behavior.
 To study the behavior of online shopping
 To study the factor important while using the Online shopping.
 To study the Satisfaction level of Online shopper.
Research design specifies the methods and procedures for conducting a particular study. The
main purpose of such study is that of formulating a problem for more precise investigation or
of developing a working hypothesis from an operational point of view. A research design is the
arrangement of conditions for collection and analysis of the data in a manner that aims to
combine relevance to the research purpose with economy in procedure. Research design is
broadly classified into three types as
 Exploratory Research Design
 Descriptive Research Design
 Causal Research Design
I have chosen the exploratory research design.

58. CHAPTER 11
Data Analysis And Interpretation

59. DATA ANALYSIS AND INTERPRETATION
1. Last time made a purchase over the internet. The study was conducted by the means of
personal interview with respondents and the information given by them were directly recorded
on questionnaire. For the purpose of analyzing the data it is necessary to collect the vital
information.
Interpretation
According to survey Last time made a purchase over the internet
9 respondent says that
last week,17 says last 15days,34says last month and 40 says last year. Items have you purchase
on the internet. The study was conducted by the means of personal interview with respondents
and the information given by them were directly recorded on questionnaire. For the purpose of
analyzing the data it is necessary to collect the vital information.

60. 2.
Interpretation
According to survey 80% respondent has purchased ticket while 8% preferred clothing. Other
like Books 10%, Video games 25%, electronic equipment18%Computer& software12% and
music 20%.
3. Mode of payment

61. Interpretation
According to survey 27 respondents make payment through Credit cards, 10 Debit cards, 8
Online Bank transfer and 55 online cash payment out of 100.
Factor affecting online shopping:
4. Information about product and Services
Average Score of respondent = (10*1+16*2+3*18+4*24+5*32)/100=352/100=3.52

62. Interpretation
According to all score, it can be interpreted that information about product and service is a
Important factor while using online shopping.
5. Time saving
Average Score of respondent = 350/100 =3.50(same as early calculate)

63. Interpretation
According to this score, it can be interpreted that time saving can be consider as an important
factor while using online shopping. The study was conducted by the means of personal
interview with respondents and the
Information given by them was directly recorded on questionnaire. For the purpose of
analyzing the data it is necessary to collect the vital information.
6. Convenience

64. Interpretation
According to this score, it can be interpreted that convenience in online shopping is an
Important factor. The study was conducted by the means of personal interview with
respondents and the information given by them were directly recorded on questionnaire. For
the purpose of analyzing the data it is necessary to collect the vital information.
7. Delivery time and mode of payment

65. Interpretation
According to this score, it can be interpreted that Delivery time And mode of payment in online
shopping is an important factor

66. CHAPTER 12
FINDING AND DISCUSSION

67. Presentation of the Findings and discussion
The main research question that guided the study was as follows: How can small business
owners develop and implement a successful Internet marketing strategy? I used semi-
structured interviews to gain an understanding of how small business owners developed and
implemented an Internet marketing strategy. In addition to semi-structured interviews, I
reviewed companies’ online marketing presence such as social media pages, company
website and search engine rankings. I also evaluated their online marketing materials such as
ads and email templates as well as web analytics. I scheduled the 62 interviews in participants’
places of business in a private meeting room. Interviews lasted approximately 60 minutes.
Following the compilation and analysis of data collected through semi-structured interviews
and a review of company documents, five themes emerged. The five main themes
encompassed, (a) unstructured planning, (b) limited Internet marketing knowledge and
expertise, (c) use of Internet marketing channels and tools, (d) lack of systematic approach to
the management of Internet marketing, and (e) inadequate measurement of Internet
marketing efforts. I will provide an overview of each case before describing the five themes.
Each small business evaluated in this study operated in a different industry, had varied
Internet marketing goals, and possessed distinct resources. The case overviews include
description of the business, owner’s experience, target audience, Internet marketing goal,
marketing budget, channel mix, management of online marketing, Internet marketing tools,
and Internet marketing performance. The conceptual framework of this research project was
RBV. RBV helps to understand how firms leverage their investments in online marketing to
develop capabilities that are valued, rare, inimitable and non-substitutable (Barney, 1991).
Internet marketing capabilities and resources can provide a competitive advantage to the firm
and positively influence the firm’s performance. I will discuss the findings as they relate to the
conceptual framework and the presentation of the emergent themes.

68. CHAPTER 13
CONCLUSION

69. CONCLUSION
 The most preferred product of online buying is travelling tickets and clothing remains
the least preferred choice of online shoppers.
 Among the payment options, Payment on delivery through cash in the safest choice of
payment, while credit card are next preferred choice, online bank transfer is least
preference choice.
 Online shoppers seek for clear information about product and service, timesaving,
convenience, security and delivery on time are all important factor for online shopping.
The offers with punch lines “Attractive offers” do not attract online shoppers.
 Most of the consumers who have experienced online shopping are very satisfied.
LIMITATIONS AND SUGGESTIONS
 Consumers should be educated on online shopping procedures with proper stepsto be
following while online shopping.
 Transactions should be safe and proper security should be assured to the people making
online purchases.
 Government should play a pivotal role in encouraging online shopping
 E-marketers must give a thought to secure, time saving, information about product and
services factors when they design there online product strategy.
 The study highlights that convenience, accessibility, scope, attraction, reliability,
experience and clarity are the important factors considered by the online shopper.

70.  Usage of internet includes the consumer’s purchase of product as well as theconsumer
intention to secure for product related information while experiencing the new
technology.
 Banking should promote Debit card, Credit card facility in online shopping.

71. CHAPTER 14
IMPICATION OF THE STUDY

72. IMPICATION OF THE STUDY
Hypothesis of study
In this highly competitive world, it is not only the quality of the product or service but also
effective utilization of online marketing channels is very important. To satisfy the growing
demands of consumers, to increase sales, retain existing customers through online marketing,
following Digital strategies and consultancy services plays major role :
Display advertising:
Display advertising conveys its advertising message visually using text, logos, animations,
videos, photographs, or other graphics. Display advertisers frequently target users with
particular traits to increase the ads' effect.
Web banner advertising:
Web banners or banner ads typically are graphical ads displayed within a web page. Banner
ads can use rich media to incorporate video, audio, animations, buttons, forms, or other
interactive elements using Java applets, HTML5, Adobe Flash, and other programs.Search
Engine Optimization, or SEO, attempts to improve a website's organic search rankings in
SERPs by increasing the website content's relevance to search terms. Search engines regularly
update their algorithms to penalize poor quality sites that try to game their rankings, making
optimization a moving target for advertisers. Many vendors offer SEO services.
Frame ad (traditional banner) :
Frame ads were the first form of web banners. The colloquial usage of "banner ads" often refers
to traditional frame ads. Website publishers incorporate frame ads by setting aside a particular
space on the web page.
Pop-ups/pop-under:
A pop-up ad is displayed in a new web browser window that opens above a website visitor's
initial browser window. A pop-under ad opens a new browser window under a website visitor's
initial browser window.

73. Floating ad:
A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed
over the requested website's content. Floating ads may disappear or become less obtrusive after
a preset time period.
Expanding ad:
An expanding ad is a rich media frame ad that changes dimensions upon a predefined condition,
such as a preset amount of time a visitor spends on a webpage, the user's click on the ad, or the
user's mouse movement over the ad Expanding ads allows advertisers to fit more information
into a restricted ad space. The study was conducted by the means of personal interview with
respondents and the information given by they were directly recorded on questionnaire. For the
purpose of analyzing the data it is necessary to collect the vital information
Interstitial ad:
An interstitial ad displays before a user can access requested content, sometimes while the user
is waiting for the content to load. Interstitial ads are a form of interruption marketing.
Text ads:
A text ad displays text-based hyperlinks. Text-based ads may display separately from a web
page's primary content, or they can be embedded by hyper linking individual words or phrases
to advertiser's websites. Text ads may also be delivered through email marketing or text
message marketing. or the user's mouse movement over the ad Expanding ads allow advertisers
to fit more information into a restricted ad space.
Search Engine Marketing (SEM):
Search Engine Marketing, or SEM, is designed to increase a website's visibility in search
engine results pages (SERPs). Search engines provide sponsored results and organic (non-
sponsored) results based on a web searcher's query. Search engines often employ visual cues
to differentiate sponsored results from organic results. Search engine marketing includes all of
an advertiser's actions to make a website's listing more prominent for topical keywords.

74. Search Engine Optimization (SEO):
Search Engine Optimization, or SEO, attempts to improve a website's organic search rankings
in SERPs by increasing the website content's relevance to search terms. Search engines
regularly update their algorithms to penalize poor quality sites that try to game their rankings,
making optimization a moving target for advertisers. Many vendors offer SEO services.
Sponsored search:
Sponsored search (also called sponsored links or search ads) allows advertisers to be included
in the sponsored results of a search for selected keywords. Search ads are often sold via real-
time auctions, where advertisers bid on keywords. The study was conducted by the means of
personal interview with respondents and the information given by them were directly recorded
on questionnaire. For the purpose of analyzing the data it is necessary to collect the vital
information.
Mobile Advertising:
Mobile advertising is ad copy delivered through wireless mobile devices such as smart phones,
feature phones, or tablet computers. Mobile advertising may take the form of static or rich
media display ads, SMS (Short Message Service) or MMS (Multimedia Messaging Service)
ads, mobile search ads, advertising within mobile websites, or ads within mobile applications
or games (such as interstitial ads, “averaging,” or application sponsorship). Search Engine
Optimization, or SEO, attempts to improve a website's organic search rankings in SERPs by
increasing the website content's relevance to search terms. Search engines regularly update
their algorithms to penalize poor quality sites that try to game their rankings, making
optimization a moving target for advertisers. Many vendors offer SEO services.
Email Advertising:
Email advertising is ad copy comprising an entire email or a portion of an email message. Email
marketing may be unsolicited, in which case the sender may give the recipient an option to opt-
out of future emails, or it may be sent with the recipient's prior consent (opt-in).

75. Benefits of Online marketing:
Internet gives you a wide access of your potential customers. It has been estimated that a
couple of billion people around the world use the Internet, and more are becoming aware of
Internet with each passing day. So, marketing your business to such a large group of people is
only possible through Internet
 Internet is the only medium that is able to cross geographic and national boundaries.
 The cost of promoting your business on the Internet is cheaper than other mediums of
marketing. This makes it easy for small and mid-sized businesses to advertise their
products.
 Internet allows the ability to stay connected with customers on a real-time basis. If any
discount going on, then it is easier to send an email to customers and they can buy the
product instantly. Internet also allows to send multiple messages at the same time,
which saves the tedious task of sending a newsletter to every client.
 Internet marketing facilitates an instant feedback from the customers. Customers can
share about their experience after using the product.
 Internet marketing saves a lot of time and effort. Instead of having a customer service
representative to answer the queries of customers, one can put all the information about
the product or service on the Internet so that customers can go through it. The most
common way of doing it is to have a section dedicated to frequently asked questions
(FAQs) about the product so that customers get all the required information about the
product or the service.
 Internet marketing allows your business to be available 24/7, which means increased
sales and profits.
Data Collection:
Data collection means to a purposive gathering of information relevant to the subject matter of
the study from the units under research. Primary data are empirical observations gathered by

76. the researcher or his associates for the first time for any research and used by them in statistical
analysis. There are several methods of collecting primary data particularly in descriptive
researches.
 Telephone enquiries
 Postal/mail questionnaire
 Personal interviewing
 Panel research
 Special survey techniques
Telephonic inquiries and mailing questionnaires are the best’s method for gathering quickly
needed information at the cheapest way.
Secondary Data:
Secondary Data is the data collected by others in the past and used by others. It may be either
being published or unpublished data. It includes the following:
1. Various publications of central, state and local governments.
2. Various publications of foreign governments or international bodies.
3. Technical and trade journals
4. Books, magazines, and new paper.
5. Reports prepared by research scholars, university economists etc.
Below section describes the World’s leading E-commerce /online shop
platform :
AlibabaGroup:
Alibaba Group Holding Limited is a Chinese e-commerce company that provides consumer-
to-consumer, business-to-consumer and business-to-business sales services via web portals. It

77. also provides electronic payment services, a shopping search engine and data-centric cloud
computing services.
Alibaba has been the most dominant retailer in the world, generating more gross merchandise
volume (GMV) than Amazon.com and eBay combined. Its online sales & profits surpassed all
US retailers (including Wal-Mart, Amazon and eBay) combined in 2015.[9] It has been
expanding into media and entertainment industry, with revenues rising 3-digit percents year on
year.
Alibaba Global Online Retail Portal
Amazon:Amazon.com, also called Amazon, is an American electronic commerce and cloud
computing company that was founded on July 5, 1994, by Jeff Bezos and is based in Seattle,
Washington. It is the largest Internet-based retailer in the world by total sales and market
capitalization. Amazon.com started as an online bookstore, later diversifying to sell DVDs,
Blue-rays, CDs, video downloads/streaming, MP3 downloads/streaming, audio book
downloads/streaming, software, video games, electronics, apparel, furniture, food, toys, and
jewelry. The company also produces consumer electronics—notably, Kindle e-readers, Fire
tablets, Fire TV, and Echo—and is the world's largest provider of cloud infrastructure
services (IaaS and PaaS).Amazon also sells certain low-end products like USB cables under
its in-house brand Amazon Basics. Amazon has separate retail websites for the United States,
the United Kingdom and Ireland, France, Canada, Germany, Italy, Spain, Netherlands,
Australia, Brazil, Japan, China, India, and Mexico. Amazon also offers international shipping

78. to certain other countries for some of its products. In 2016, Dutch, Polish, and Turkish
language versions of the German Amazon website were launched
Amazon.com

79. Ebay
EBay Inc. is a multinational e-commerce corporation, facilitating online consumer-to-
consumer and business-to-consumer sales. It is headquartered in San Jose, California. eBay
was founded by Pierre Omidyar in 1995, and became a notable success story of the dot-com
bubble.
Above are the great examples of an efficient marketing of products digitally.
Today it is a multibillion-dollar business with operations in about 30 countries .The company
manages eBay.com, an online auction and shopping website in which people and businesses
buy and sell a broad variety of goods and services worldwide

80. CHAPTER 15
LIMITATIONS OF RESEARCH

81. LIMITATIONS OF RESEARCH
 People were not ready to fill in the questionnaire
 Many of the surveyed people did not reply all the questions.
 The sample size was very small which is may not represent the entire population
 Many of the people did not even know the working of a computer

82. CHAPTER 16
REFFERENCE

83. REFFERENCE
A) BIBLIOGRAPHY:
 Book: The Art of Digital Marketing by IAN DODSON
 Book: Digital Marketing by VANDANA AHUJA
 WILLIAM G. ZIKMUND,(Business research method) , published by THOMSON,
SOUTH WESTERN, 2006 , 5TH
EDITION.
 S.A. CHUNAWALA , (Foundation of advertising), Himalaya publishing house , 2008
7th
edition
 The Michael Jordan phenomena, journal of advertising research. Indian streams
research journal- Dr. G.l.pedhiwal.
B) WEBLIOGRAPHY
www.wikipedia.com
www.techopedia.com,
www.webopedia.com
www.flipkart .com
www.facebook.com
www.snapdeal.com
www.naaptol.com
www.limeroad.com

84. CHAPTER 17
APPENDIX

85. APPENDIX
RESEARCH QUESTIONNAIRE
Respondent’s details
Name: ______________________________________(optional)
Gender: Male ( ) Female ( )
Occupation:
Student ( )
Service ( )
Self employed ( )
Age: Between 18 to 25 ( )
Between 25 to 35 ( )
Between 35 to 45 ( )
Contact detail ;_________________________________(optional)
(Please tick √ in the box besides option/s matching your response)
Q1.Which of these websites have you already used or visited?
(Several answers possible)
*For the Respondent - The different possible answer choices are presented in random
order.
Amazon
eBay
ebuyer
I have never used or visited any of these websites
*Filter forwarding to the associated page :
If the respondent has never used or visited Amazon, the respondent is forwarded to
the conclusion
*Next step for the respondent : Next Page
2. Page 1

86. Back to summary
This short survey looks at a number of questions which are mainly related to people's
online shopping experiences. Please complete it in full for your submission to be
valid.
Q2.Where do you mostly use the Internet?
At home
At work
Other, please specify:
Q3.What is your main purpose for using the Internet?
Shopping
Work
Education
Hobby
Q4.How much do you spend on average for Retail shopping per month in GBP (High
Street / Malls etc)?
£0 - £30
£30 - £90
£90 - £120
£120 +
*Next step for the respondent : Next Page
3. Page 2
Back to summary
Q5.How much do you spend on Online shopping per month in GBP (Website
Shopping)?
I never buy online
£0 - £30
£30 – 90
£90 - £120
£120 +
*Filter forwarding to the associated page :
If the respondent never buys online, the respondent is forwarded to page 4
*Next step for the respondent : Page 5
4. Page 3
Back to summary

87. Q6.What is the reason you have never bought online?
*Next step for the respondent : Next Page
5. Page 4
Back to summary
Q7.How would you rate your Internet connection?
Bad
Good
Very good
Excellent
Q8.What type of Internet Connection do you use?
Broadband
Dial-up
Mobile devices
Other, please specify:
Q9.What is your favourite E-commerce website? and Why?
Q10.How often do you visit www.amazon.co.uk?
Daily
Weekly
Monthly
Annually