free dwonlod for MBA student

1. 1
A
Project Report
On
“A study on the impact of digital marketing on purchase decision on youth
in Pune City”
At
“PASHIUM WEB SOLUTIONS”
BY
“Kiran Deepak Hadole’’
Under the guidance of
Mr. JAYNAT KULKARNI MBA (MKT)
Submitted to
“ University Of Pune’’
In Partial Fulfillment Of the requirment for the award of the degree of
Master of Business Administration ( MBA)
Through
JSPM Narhe Technical Campus , Rajarshi Shahu School of Business
Studies Narhe, Pune
Batch 2020-22

2. 2
DECLARATION
I Kiran Deepak Hadole student of MBA- Marketing Management hereby declare that the project work titled “A study on
the impact of digital marketing on purchase decision on youth in Pune City”
Which has been submitted to Savitribai Phule Pune University, is an original work of the undersigned and has not been reproduced
from any other source.
Date: - Signature
Place: -Pune Kiran Deepak Hadole

3. 3
ACKNOWLEDGMENT
I would like to add a few words of appreciation for the people who have been a part of this project right from its inception. I have taken
efforts in this project. However, it would not have being possible without the kind support and help of many individuals and
organization. Would like to extend my sincere thanks to all of them.
It gives me immense pleasure in presenting this project report “A study on the impact of digital marketing on purchase decision on
youth in Pune City”
I am highly indebted to Mr Kashinath Bongarge (Founder-glucotech), for guidance and constant supervision as well as for providing
necessary information regarding the project. Also, my grateful thanks to Mr Rupendra Gaikwad sir, who supported and guided me in
proper way.
Finally, yet importantly, I would like to express my heart-full thanks to my friends for their help and wishes for the successful
completion of this project.
Date: - Kiran Deepak Hadole
Place: - Pune MBA-Marketing Management

4. 4
INDEX
SR.
NO.
TITLE REMARK PAGE NO.
1 INTRODUCTION 6
3 COMPANY PROFILE 11
4 LITERATURE REVIEW 17
5 RESEARCH METHODOLOGY 19
6. INTERPRETATION AND ANALYSIS 22
7 FINDINGS AND SUGGESTIONS 38
8. CONCLUSION 40
9. BIBLIOGRAPHY 42
10 ANNEXURE 44

5. 5
INTRODUCTION

6. 6
INTRODUCTION
1.1 Digital marketing
Marketing is the action of promoting and selling products or services, including market research and advertising, Digital
marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile
phones, display advertising, and any other digital medium. It is the use of the channels to reach the desired target market via
some of the following channels such as social media, websites, multimedia advertising, online search engine advertisement, E-
marketing, interactive marketing (polls, the game adds, mobile marketing) etc. Customers of online shopping are delighted
with prompt delivery and flawless payment mechanisms building trust in consumers. Online retailers are now pushing a larger
number of categories such as electronics and white goods. In these emerging models, intangible assets such as relationships,
knowledge, people, brands, and systems are taking center stage.
Digital marketing has been recently referred to as one of the best means to cut through the mess and interact directly with the
consumer. Hence, with the trend toward direct, one‐to‐one marketing, additional attention is being paid to the use of digital
channels as a means of effectively advertising to consumers. While considering digital channels, recent development is mobile
marketing.
Digital marketing has been considered a new form of marketing which provides new opportunities for companies to do
businesses. The development and widespread use of internet technologies have transformed the way society communicates
both in their daily and professional life. One of the most important indicators of this transformation is the emergence of new
communication tools.
The term digital marketing has not any specific definition or meaning but it can be well explained with the examples such as
emails, online advertisements, pay per clicks, wireless text messages, blogging, fax, video streams, podcasting, broadcast, etc.
All these examples are included in the definition of digital marketing.
Apart from its inclusive list, there are few traditional forms of marketing which are not included in the term of digital marketing.
They are TV, radio, print and billboard as they are not the instant or quick forms of marketing. It means with these forms of
marketing the advertiser could not get the immediate response from the end consumers. The traditional forms of marketing could
not give an accurate number of responders. Perhaps, this became possible with the introduction of digital marketing.
Digital marketing has become so powerful network of advertising, that with the introduction of the “Double click” strategy of
Google for internet, the world has become very close linking to every place conveniently. With the help of digital marketing,
campaigns for promoting any product through the internet has become very cost-effective and convenient.
With the feature digital technology, in digital marketing, the advertiser easily comes to know how many times and how long
the campaign has been shown on the internet, also it comes to know how many people have seen this campaign, how many
responses have received, and how many purchases have been made through online mode. With this fast-end technology,
marketing of any particular products becomes easier, the consumers’ convenience becomes possible and the organization
makes huge profits, too.
Tools of online marketing
Display advertising

7. 7
Display advertising (banner advertising) is a form of advertising that conveys a commercial 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 are image-based
rather than text-based and are a popular form of online advertising. The purpose of banner advertising is to promote
a brand and/or to get visitors from the host website to go to the advertiser's website.
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. Pop up banners are
portable, promotional branding for indoor and outdoor events. The banners are full colour graphics panels with an
integral patented "pop-up" fiberglass frame. They have proved to be a highly effective marketing tool promoting
brands, business messages and events worldwide.
Floating Ads

8. 8
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 pre-set time period. A floating ad or
advertisement is a type of Internet advertisement used by a number of different companies and seen on various
websites throughout the Internet......This type of ad will usually appear when a website is loaded, will appear “over”
the website itself and likely disappear on its own in a set period of time.
Expanding ads
An expanding creative is an ad with two sizes, an initial size and a larger size. The smaller size fits within a standard
banner ad space, while the larger size appears to expand outside the initial ad boundaries. The ad can expand
automatically or when a user clicks or rolls over it.
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 interstitial ads are full-screen ads that cover the
interface of their host app. They're typically displayed at natural transition points in the flow of an app, such as
between activities or during the pause between levels in a game. When an app shows an interstitial ad, the user has
the choice to either tap on the ad and continue to its destination or close it and return to the app
Text ads

9. 9
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 hyperlinking individual words or phrases to advertiser's websites. Text ads may also be
delivered through email marketing or text message marketing
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 an advertiser's actions to make a website's listing more prominent for topical keywords.
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.

10. 10
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.
Social media marketing
Social media marketing is a commercial promotion conducted through social media websites. Many companies
promote their products by posting frequent updates and providing special offers through their social media.
Email Advertising

11. 11
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

12. 12
Company Profile

13. 13
Email marketing
Office:
Flt No 404, Vishnu
Heights,Opp. Fashion
Technology, Narhe, Pune,
Maharashtra 411041
Email- info@glucotechs.com
“A small company with big ideas.”
Our Statement:
―We are a group of curatives, strategic marketers that bring a unique and passionate approach to Digital
Marketing. We like to put ourselves in the shoes of our clients to ensure quality, timeliness, and friendly support.
We like to keep that smile on our client’s faces. If you have an amazing new idea, we will make it spring to life.‖
Founders Profile:
A dynamic and highly motivated DIGITAL MARKETING CONSULTANT in Pune, since last 2 years
successfully managing different online marketing campaign for leading niche like BFSI, Consumer Pharmacy,
Gambling, Fashion, Adult and Consumer Electronics. “A
Very creative, persuasive, and multi-disciplinary problem solver with a high degree of emotional
Intelligence.”
Kashinath Bongarge is speaker & trainer in Digital Marketing. He is both passionate and knowledgeable about
digital marketing and his classical marketing training and integrated background makes him ideally qualified to
train marketers in digital skills Kshinath has conducted more than +25 corporate sessions & trained more than
+600 individuals in Digital Marketing from Pune

14. 14
Indian Digital Marketing Industry Profile
India is the world‘s 3rd
largest internet population. After the proliferation of Internet, Marketing strategy has taken
an off root to reach out to the public. The tremendous growth that digital marketing has shown cannot be match
up with any other strategy. Looking up to the current scenario in India, people here are not only aware of Internet
but are employing it for various purposes in life. Thus, there‘s a booming internet marketing industry in India.
1. India has seen a 20x growth in search queries in the last 5 years
2. India is the 5th Largest nation in term of YouTube users
3. On an average, Indian‘s spend around 16 hours a week online, which
completely overshadowed Television. People start more time on internet rather
than watching TV.
4. The Indian Online advertising market is growing fast at the rate of 50%
per year and it was reported to cross 1000 cores in 2010.
5. India has nearly 950 million mobile subscribers and at least 50 million subscribers
have internet enables mobile phones.
6. The number of websites in India is more than 90 million while that of Facebook
profiles is more than 500 million.
7. Every day over 8 million inbound and 12 billion outbound messages are sent via whatsapp.
Besides, online retail in India is on rise as 60% percent of web users in the country visit online retail sites. Using
mobile internet and many more other factors account for a growing digital marketing industry in India. When all
other industries in India are struggling with 10 to 12 % growth rate, digital marketing industry is booming high
with 30% growth rate.
Even after having such blowing opportunity, India still lack people who are skilled and mastered in Digital
marketing. We need talented Digital marketers who can use this opportunity which can create a revolution. Things
will get better in the current scenario and in future too as we have the resources. All we need is to polish the talent.

15. 15
Global picture of Digital Marketing
Digital advertising continues to grow, increasing its hold on the global market share of the entire advertising
market, with digital advertising market predicted to reach US$185.4 billion by 2017. Following are the 8 key
facts about the growth of digital advertising from the Global Entertainment and Media Outlook 2013-2017
report by PwC, to help you begin to understand the future of the marketing industry.
This insight gives us a picture of just how different the landscape will look like in a few years ‘time, in terms of
the wider marketing industry, and also importantly, the impact it will have on our individual job roles. It‘s time
to start looking at a new way of marketing.
1. In 2012, digital advertising grew significantly. The global market reached
US$100.2bn, a growth of 17% (YOY) which elevated it to a 20% share of the global
advertisingmarket.
2. Growth in the digital advertising landscape can be traced to the developing markets where
there are significant periods of growth. Beyond this, the developed markets are also growing
and contributing to the global figure.
3. In 2017 the market will reach US$185.4 billion worldwide, which is a staggering 29% share
of the total global advertising market. At a growth of over 13% over just five years this makes
it the second biggest spend after TV.
4. The most significant share of the digital advertising market growth is search, which will
lead with a 41% market share in 2017.
5. The display market is set to grow at a rate of 10%, reaching US$49.9bn in 2017. This
prompts the discussion of how new creative developments will be needed to create stand
out display advertising.
6. Classifieds will grow at a rate of 7%, reaching US$20.2bn in 2017. In the next five years we
will see online classifieds take over from print versions in developing economies.
7. In 2012 we saw the online video advertising market grow significantly, with an
increase in annual revenue of approximately US$1bn, representing a growth of 33%
YOY. The report indicates that growth will continue up to 2017, with revenues reaching
US$12bn, boosted by a 26% growth rate.
8. Mobile advertising will rocket, with growth forecast across all regions over the next five
years: a 27% growth rate will ensure mobile advertising revenues will be in excess of
US$27bn in 2017, constituting 15% of Internet advertising revenue

16. 16
Literature review

17. 17
LITERATURE REVIEW
Mrs. K.R. Mahalaxmi / P. Ranjith (March 2016): The study reveals that people aware of the digital channels despite their
educational qualification, customers use to prefer digital channels to buy any sought of products, no much role of the monthly
income of people plays a role choosing a kind product buy through digital channels. Mostly people prefer shopping and electronic
goods to buy through digital channels and it came to know from the study that there is a rise in the purchase of convenience goods
through digital channels among people. Effective reach of advertisements for convenience goods will increase the sales of those
goods through digital channels. The customers are satisfied with the products they bought through the digital channels this is
considered as a positive sign for the growth of digital channels in a customer purchase decision. The study shows that the
influence of the digital channels not supporting in a change of opinion of customer towards purchasing a product, but in near
future, the digital channels influence the customer purchase opinion as there is a consideration for digital channels among customers
are evident. The study is made in a geographical region and primary data was collected through a structured questionnaire from
samples of 50 respondents.
Dr. S. Sivasankaran (Jul. - Sept. 2017): The study states that the buying pattern of the consumer is changing at a faster rate in the
customer-oriented market environment. Consumer behavior differs when it comes to the product, price, features, quality,
packaging, buying behavior, status, generation, age of the customer etc. however, youth is the most complicated group to
Correspond with. The changing preferences of the present-day youth affect the buying pattern because they mostly follow the
rhythm of fashion and taste according to the changing time. Therefore, Marketers spend crores of rupees and invest too much time on
market research every year to identify and predict the changing youth behavior. Now digital marketing has posed many challenges
to the marketer in the retail segment. The present generation is more fascinated with online shopping than conventional buying.
The marketers are forced to introduce an innovative way of selling due to the pressure of the younger generation’s buying
behavior. The buying behavior and behavioral pattern of youth have as a greater influence in the purchasing behavior, hence in this
study, “Digital marketing and its impact on buying behavior of youth is focused as the core issue. The study reveals that most of
the youngsters of the present generation have access to digital media, but they lack awareness about its optimum utilization. For
fulfilling the objectives of the study researchers randomly selected 100 youngsters.
Kotler and Armstrong (2001): Consumer buying behavior refers to the buying behavior of the individuals and households who
buy goods and services for personal consumption. Consumers around the world are different in various factors such as age,
income, education level and preferences which may affect the way they avail of goods and services. This behavior then impacts
how products and services are presented to different consumer markets. There are many components which influence consumer
behavior namely; cultural, social, personal, and psychological (Kotler and Armstrong, 2001).
Anjali (June 2017): The study reveals that educated people are more aware of digital media and they prefer digital channels to
buy different products. Through analysis, it is found that the monthly income of people plays an important role to buy different
kinds of products through a digital channel. People are more influenced
by viewing advertisements on websites/blogs. Digital Channels changed the opinion of customers towards purchasing decision up
to a greater extent. Mostly customers are satisfied with the products purchased through the digital channel. Mostly Shopping goods are
preferred by peoples and rise in buy convenience goods through the digital channel. This study is conducted in a region. Future scope
of the study to analysis the impact of digital channels on customer purchase decision for a wider geographic area to obtain more
accurate results.
Sadie Afzal et al., (January 2015): This research shows that there is no direct effect of online and conventional advertisement on
consumer buying behavior of branded garments, but there is a significant indirect effect of both advertising mediums on consumer
buying behavior because of advertising characteristics and consumer attitude which are mediators and holds a great mediating
effect. Both ad characteristics and attitude have a significant direct relationship to consumer buying behavior. Statistical analysis
of consumer attitude shows that among three dimensions (loyalty, previous buying experience and word of mouth) of attitude,
loyalty and previous buying experience of the consumer are significant factors which affect consumer buying behavior

18. 18
.
Research methodology

19. 19
Objectives of the study
1. To study the youth awareness towards digital marketing in Pune city.
2. To analyze the influence of digital marketing in youth buying behaviors.
3. To examine the changing buying behavior of youth.
Limitations
1. The time available for the study was limited.
2. The study is based on data obtained from respondents and hence it includes the personal views
which may influence the study.
3. The study is limited to the geographical area of pune city only.
4. Some respondent refused to participate in the survey and may affect the study.Also, the respondents
might be reluctant to respond and may not reveal exact views.
Primary data: Primary data was collected through a well-structured self-designed questionnaire in
Google Docs.
Secondary data: Secondary data was collected through the Journals, Google, Case Studies,
and Wikipedia etc.
Universe of study: The study was done by collecting data from youths of pune city through Google Docs. Questionnaire and by
survey method.
Sample size: The sample size for the study was 60 respondents from Pune city.

20. 20
Research Design
1. Type of Data- Primary data through Questionnaire and Secondary Data through magazines, news articles, blogs, websites etc.
2. II .Research Instrument- Research Instrument used to collect Primary data was Questionnaire
3. Sample Design
•Sampling Size- 60
•Sampling Method- questionnaire
4. Source of Data- LinkedIn/personal Connections and Current MBA Students Pune
5. Method of Data Collection- Survey.
6. Data Presentation- Pie Diagram, Bar Diagram, Tables.

21. 21
DATA ANALYSIS AND INTERPRETATION

22. 22
DATA ANALYSIS AND INTERPRETATION
Gender Responses Percentage
Male 35 58
Female 25 42
Analysis: The above graph shows that about 58 % (35) of the total respondents are Male and 42 % (25) is Female.
Interpretation- Above graph indicates that mostly male candidates responded rather than female
GENDER
Female, 25, 42%
Male, 35, 58%
Male Female

23. 23
Analysis: The above graph shows that 7.% (4) of respondents belong to age group of 20 or below, 58% (35) of respondents belongs
to age group of 21-25 years, 18% (11) of them from 26-30 years and 10% (17) are from 31 and above years.
.
Interpretation- Above graph indicates that most candidate are in age between 21-25 responded.
Age Responses Percentage
Below 20 4 7
21-25 35 58
26-30 11 18
31 and above 10 17
AGE
31 and above, 10,
17%
below 20, 4, 7%
26-30, 11, 18%
21- 25, 35, 58%
below 20 21- 25 26-30 31 and above

24. 24
[1] Education
Options Response Percentage
Graduation 31 52
Post-graduation 29 48
PhD 0 0
Total 60 100%
Fig. 4: Education percentage
Analysis: The above graph shows that about 51.2 % (165) of the respondent's education is Graduation and 48.8 %( 157) is Post
Graduation.
.
Interpretation- Above graph indicates that mostly candidates are graduated and no one is PhD holder responded.
EDUCATION
PHD, 0, 0%
Post Garduation, 29,
48% Graduation, 31, 52%
Graduation Post Garduation PHD

25. 25
[2] How often do you use internet
options response Percentage
Everyday 51 85
Weekly 0 0
Monthly 0 0
When needed 9 15
Total 60 100%
Fig. 5: How often do you use internet
Analysis: The above graph shows that 85 % (51) of the total respondents use the internet every day and 15 % (9) use internet when
needed.
.
Interpretation- Above graph indicates that mostly candidates use internet every day.
data
when needed, 9, 15%
mwoenethkly,0,0%
everyday, 51, 85%
everyday weekly monthly when needed

26. 26
digital channels
email
multimedia advertising
website blogs
social media
0 5 10 15 20 25 30 35 40 45 50
digital channels
[3] Which of the digital channel/medium are you aware of?
Options Response
Social media 45
Website blogs 33
Multimedia advertising 22
Email 11
Fig. 6: Which of the digital channel/medium are you aware of?
Analysis: The above graph shows that a maximum number of respondents are aware of social media as a digital channel and
multimedia advertising is known minimum number of respondents.
.
Interpretation- Above graph indicates that mostly candidates are aware about social media

27. 27
[4] How often do you buy products using digital mediums?
options response percentage
Frequently 27 45
sometimes 13 22
Rarely 14 23
Never 6 10
Total 60 60
Fig. 7: How often do you buy products using digital mediums?
Analysis: The above graph shows that 45% (27) of the total respondents frequently buy products using digital mediums, 22%
(13) Buy products sometimes, 23% (14) rarely buy products whereas 10% (6) never buy products online.
.
Interpretation- Above graph indicates that mostly candidates frequently buy products using digital mediums.
Data
Never, 6, 10%
Rarely, 14, 23%
Frequently, 27, 45%
sometimes, 13, 22%
Frequently sometimes Rarely Never

28. 28
[5] Which digital channel influences you more buy?
options response percentage
Social media 30 50
Website blogs 10 16
Multimedia advertising 10 17
Email 10 17
Total 60 100
Fig. 8: Which digital channel influences you more buy?
Analysis: The above graph shows that 50% (30) of the total respondents are influenced by Social media, 17% (10) by Websites,
16% (10) by Multimedia advertising and 16% (10) by E-mail to buy more.
.
Interpretation- Above graph indicates that mostly candidates responded social media
Data
Email, 10, 17%
multimedia ads, 10,
17%
Social media, 30,
50%
website blog , 10,
16%
Social media website blog multimedia ads Email

29. 29
[6] Do you think having an impressive website is important to attract customer?
(a)Yes (b) No
options response percentage
Yes 46 77
No 14 23
Total 60 100
Fig. 11: Do you think having an impressive website is important to attract customer?
Analysis: The above graph shows that 77% (46) of the total respondents think that having an impressive website is more important
to attract customers whereas 23%(14) respondents don’t think so.
.
Interpretation- Above graph indicates that mostly candidates responded yes to the question- an impressive website is important to
attract customer
Sales
no, 14, 23%
yes , 46, 77%
yes no

30. 30
[7] Do you think online promotion of a company through digital marketing on the websites has given more
choices for the customers
Options Response Percentage
Yes 54 90
No 6 10
Total 60 100
Fig. 12: do you think online promotion of a company through digital marketing on the websites has given more choices for
the customers
Analysis: The above graph shows that 90% (54) of the total respondents think that online promotion of a company through digital
marketing on the websites has given more choices for the customers whereas 10%(6) respondents don’t think so.
Interpretation- Above graph indicates that mostly candidates responded yes to the online promotion of a company through digital
marketing on the websites has given more choices for the customers.
Sales
no, 6, 10%
yes, 54, 90%
yes no

31. 31
[8] Do you think that effective advertisement in digital marketing is better than banners, paper, radio etc.?
Options response Percentage
Yes 55 98
No 5 2
Total 60 100
Fig. 13: Do you think that effective advertisement in digital marketing is better than banners, paper, radio etc.
Analysis: The above graph shows that 92% (55) of the total respondents think that effective advertisement in digital marketing is
better than banners, paper, radio etc. whereas 8% (5) respondents don’t think so.
Sales
no, 5, 8%
yes, 55, 92%
yes no

32. 32
[9] Do you compare the prices of same product on amazon/flipkart/myntra/club factory?
(a) Yes (b) no (c) sometimes
options Response Percentage
Yes 36 60
No 20 33
sometimes 4 7
Total 60 100
Sal
es
sometimes, 4,
7%
no, 20, 33%
yes , 36, 60%
yes no sometimes
Fig. 14: What influences your purchase decision through digital marketing?
Analysis: The above graph shows that 60% (36) of total respondents think that Coupons, discount offers & price detail influence their
purchase decision, 33% (20) think that More advertisement & offer information influence their decision, 4% (7) think that Attractive
web designs and features influence their purchase decision whereas remaining think Product detail with flash image influence their
purchase decision.
[1] Interpretation- Above graph indicates that mostly candidates responded yes to the Do you compare the prices
of same product on amazon/flipkart/myntra/club factory?

33. 33
[2] What influences your purchase decision through digital marketing?
Options Response Percentage
Social media 39 65
Paid promotion 11 18
Perceived value 10 17
Total 60 100
Analysis: The above graph shows that 65% (39) of the total responded social media,
18% (11) of the total responded paid promotion, 17% (10) of the total responded perceived value
Interpretation-in above diagram, shows most of the people responded social media.
data
percieved value, 10,
17%
paid promotion, 11,
18%
social media, 39, 65%
social media paid promotion percieved value

34. 34
[3] What makes you to remember particular ads?
options Response Percentage
Music in it 33 55
Graphics in it 13 22
Characters in it 6 10
All of the above 8 13
Total 60 100
Fig. 15: What makes you to remember particular ads?
Analysis: The above graph shows that 22 % (13) of the total respondents think that they remember any ad by Graphics in it, 55
% (33) respondents remember the ads by Music in them another 10% (6) by characters in it and 13% (8) respondents say that they
remember any particular by all of the above features.
Interpretation-in above diagram, shows that most people remember ads by music and graphics in it.
Data
all of the
above, 8,
13%
Characteristi
cs, 6, 10%
music in it,
33, 55%
Graphics in
it, 13, 22%
music in it Graphics in it Characteristics all of the above

35. 35
[4] Do you feel technology changes the behavior of peoples buying pattern?
options response percentage
Yes 49 82
No 11 18
Total 60 100
Fig. 16 Do you feel technology changes the behavior of peoples buying pattern?
Analysis: The above graph shows that 82% (49) of the total respondents think that technology changes the behavior of peoples
buying pattern in days to come whereas 18% (11) respondents don’t think so.
Interpretation-in above diagram, shows that candidates responded yes to - Do you feel technology changes the behaviour of
peoples buying pattern?
Sales
no, 11, 18%
yes , 49, 82%
yes no

36. 36
[5] Are you satisfied with the product bought using digital channels?
Response Percentage
Yes 40 67
No 12 20
Sometimes 8 13
Total 60 100
Analysis: The above graph shows that 67% (40) of the total respondents are always satisfied with the product bought using digital
channels 13% (8) respondents are sometimes satisfied whereas 20% (12) respondents are not satisfied with the products.
Interpretation- The above graph shows that most of the respondents are satisfied with the product bought using digital
channels?
Data
sometimes, 8, 13%
no , 12, 20%
yes , 40, 67%
yes no sometimes

37. 37
FINDINGS AND SUGGESTIONS

38. 38
FINDINGS AND SUGGESTIONS
FINDINGS
1. Studies the impact of digital marketing on the youth in pune city itself.
2. Candidates influenced by social media mostly rather than other media
3. Buying online is convenient than offline store.
4. In future, scope for digital marketing is wider.
5. Digital channels are growing faster after pandemic
SUGGESTIONS
1. Youth should go for digital media to purchase things and learn new things creatively
2. Must grow with the advertising technology
3. Youth has to use platform
4. Put reviews on purchased products it will helpful for new costumer

39. 39
CONCLUSION

40. 40
CONCLUSION
From the above study we can conclude that people are aware of digital channels despite their educational qualification. Most of the
people use the internet on a regular basis and are influenced more by social media to buy a product. Many people compare the prices
of products on different online channels. An attractive website helps to attract more customers. Coupons, discounts and offers attract
most of the prospective customers. Also, most of the people are satisfied with the products bought using online channels.
FUTURE RESEARCH
This study is conducted region of Pune city with a limited number of respondents, so the scope of the study is for the limited area
only therefore for future research, the study must be conducted in wider region/area with a greater number of respondents to get
more accurate results. More time can be given to collect the data so that the data which is collected has more accuracy and impact.

41. 41
WEBLIOGRAPHY

42. 42
Bibliography
https://www.digitalmarketer.com/digital-marketing/ https://www.investopedia.com/terms/m/marketing.asp
https://en.wikipedia.org/wiki/Digital_marketing
http://iosrjournals.org/iosr-jhss/papers/Vol.%2021%20Issue9/Version-1/G2109013541.pdf www.ijirst.org
www.ijeimt.org http://www.ijrmbs.com/
Epic Content Marketing
Digital Marketing For Dummies

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ANNEXURE

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ANNEXURE
Name
Age- Gender-
1) Education
a. Graduation (b)post-graduation (c)PhD
2) How often do you use internet
a. (a)everyday (b)weekly (c)monthly (d)when needed
3) Which of the digital channel/medium are you aware of?
a. (a)Social Media (b)website blogs (c)multimedia advertising (d)email
4) How often do you buy products using digital mediums?
a. (a)Frequently (b)Sometimes (c)Rarely (d)Never
5) Which digital channel influences you more buy?
a. (a)Social Media (b)website blogs (c)multimedia advertising (d)email
6) Do you think having an impressive website is important to attract customer?
(a) Yes (b) No
7) Do you think online promotion of a company through digital marketing on the
websites has given more choices for the customers
(a) Yes (b) no
8) Do you think that effective advertisement in digital marketing is better than banners,
paper, radio etc.?
(a) Yes (b) no

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9) Do you compare the prices of same product on amazon/flipkart/myntra/club factory?
(a) Yes (b) no (c) sometimes
10) What influences your purchase decision through digital marketing?
11) What makes you to remember particular ads?
(a)Music in it (b) Graphics in it (c) characters in it (d) All of the above
12) Do you feel technology changes the behavior of peoples buying pattern?
(a)Yes (b) No
13) Are you satisfied with the product bought using digital channels?
(a)Yes (b) No (c) Sometimes

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THANK YOU!