This presentation was prepared and presented in Research Paper Presentation Competitions called Avishkar and Anveshan held at Shivaji University,Kolhapur. It got 2nd prize in District Level,1st prize in State Level and got selected for National Level. It is based on basics and fundamentals of research. It will be helpful for everyone, who is interested in the field of research, as it follows standard format of Research Methodology.

1. “A study of change in advertising techniques, for
wedding related products and services
in Satara Taluka.”
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2.  Objectives of the research :-
1) To study the changes in the mediums of the advertisements.
2) To study the pattern of the advertising techniques.
3) To find out the awareness about Social Media Advertising among the businesses.
4) To study the problems faced by the businesses in implementing social media
advertising.
5) To give the suggestions about optimum utilization of social media for advertising.
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3.  Research Methodology :-
1) Scope of the research –
 Geographical : Restricted to marriage related businesses in Satara Taluka.
(Clothing, Jwellery, Sweets, Travel Agencies and Halls – both
multipurpose and specific)
 Conceptual : Concept of Marketing, Online Marketing, Social Media
Marketing, Customization in marketing, CRM, Concept of
Face book Pages and Mobile Applications (Data Uses,
Permissions, etc.)
 Analytical : Percentage, Mean, S.D with the help of Tables, Charts,
Graphs, M.S. Excel
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4. 2) Type of research -
 Descriptive - fact finding techniques and schedules have been used
 Inferential - The conclusion is drawn on the basis of circumstantial evidences
and prior conclusions. (Derived inferences)
3) Data Used –
 Secondary data
The concepts of Concept of Online Marketing, Customization,
and CRM, Face book Pages and Mobile Applications
(Data Uses, Permissions, etc.)
 Primary data
Demographic information of respondents of the businesses under study.
Implementation strategies of marketing concepts used by the
businesses under study. The awareness and implementation strategy of
social media marketing concepts used by the businesses under study.
Problems faced by the businesses regarding social media marketing.
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5. 4) Data Sources –
 Secondary data sources
From Websites, References (information) from customers of the
businesses, Mobile Applications, Social Media
 Primary data sources
From all the resource persons of the businesses under study.
5) Sample Size –
 Type of Universe – Infinite
 Sample Unit - wedding related businesses (Clothing, Jwellery, Sweets, and
Halls) in Satara Taluka.
 Method for Data Collection – Random Sampling
 Margin of error – 5%
 Sample size – 97
 Formula - Sample Size = [z*z*p (1-p) / (C*C)]
 Confidence level = 90 % So, Z = 1.64,
P = Percentage of population = 0.1,
C = Confidence interval = 0.5
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6.  Data Analysis :-
Sr. No. Medium Percentage
(%)
1 Pamphlet 26.8
2 Poster / Hoardings 56.7
3 Newspapers 40
4 Radio 32.98
5 T.V 56.7
6 E Newspapers 10.3
7 Face book Page 35.05
8 Face book Side Strip 8.24
9 Mobile Applications (Android , IOS , and
Windows)
20.61
10 Sponsorship 34.02
11 Other medium (please mention) 20.62
Source : Primary Data Source (Compiled by researcher)
Table No. 1 Types of mediums used for advertising
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7. 26.8
56.7
40
32.98
56.7
10.3
35.05
8.24
20.61
34.02
20.62
0
10
20
30
40
50
60
Type of Medium
Percentage (%)
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8. Sr. No. Parameters Percentage
(%)
1 Does your organization own Face book Page? 48.45
2 Does your organization own Mobile Application? 20.61
3 Do you collect mobile numbers of customers, while making bills? 90.72
4 Do you collect E-Mail IDs of customers, while making bills? 48.45
5 Does your organization update face book page frequently? 25.77
6 Does your organization update Mobile Application frequently? 42.27
7 Does your organization give wishes to the clients on their special
days?
62.89
8 A) How do you give the wishes?
 On face book profile
19.58
8 B)  On mobile application 8.25
8 C)  sending E Mail 13.4
8 D)  Sending SMS 33
8 E)  Other (please mention) 13.4
9 Do you use promotion facilities and paid page facilities offered by
Face book?
5.15
10 Do you allow other organizations to make advertisements on your
mobile application?
8.24
Table No.2 Awareness about Social Media and Online Marketing
Source : Primary Data Source (Compiled by researcher)
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9. 48.45
20.61
90.72
48.45
25.77
42.27
62.89
19.58
8.25
13.4
33
13.4
5.15
8.24
0
10
20
30
40
50
60
70
80
90
100
Percentage
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10. Table No. 3 Problems faced in implementation of Social Media Marketing
Sr. No. Parameter Mean S.D
1 Lack of Awareness
4.418367 0.572991
2 Lack of manpower
4.204082 0.74556
3 Lack of Technical knowledge
4.326531 0.570323
4 Economical factor
4.071429 1.132919
5 Complexity
4.05102 1.019121
6 Lack of Time
3.55102 1.261013
7 Legal aspects (data usage, privacy,
etc.) 3.806122 0.980828
8 Fear in mind
2.77551 1.351064
Source: Primary Data Source (compiled by researcher)
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11.  Findings :-
1) There is pattern among the businesses , as far as Social Media Marketing is concerned.
(Only larger businesses with well known brands are opting Social Media
Advertising)…..by observation
2) Large number of customers are becoming aware and using the facilities of Social Media
Marketing…..by Observation
3) Most used Marketing technique : Poster and Hoardings and Television
Least used Marketing Technique: Face book Side strip (Table No. 1)
4) The customization is happening in the world of advertisement technique…
..from overall research.
5) Most of the businesses are aware about C.R.M but are using restricted techniques
of C.R.M (Table No. 2)
6) Lack of awareness, lack of manpower and lack of technical problems are the major
problems faced by most of the businesses while going for Social Media Advertising. (Table
No. 3) 11

12.  Suggestions :-
General –
1) There is large amount of scope in the customization of the advertisements.
2) The businesses can go for Social Media Advertising in large extent.
3) There is need to develop the awareness among the businesses about options available in Social Media
Advertising.
4) C.R.M (Customer Relationship Management) can be effectively implemented with the help of Social
Media Advertising.
5) The businesses can go for clustorisation , if they are facing economical problem in implementing Social
Media Advertising Techniques.
6) The pattern (Only larger businesses with well known brands are opting Social Media Advertising)
should be changed.
7) The Social Media Advertising can give the feeling of personalization to the customers.
8) The businesses can create groups and can make advertisements with the help of groups.
9) The businesses can allow other businesses to make their advertisements and can earn money. 12

13.  Conclusion :-
The tremendous amount of changes can be observed in the techniques of the advertisements. The
social media marketing is one of the emerging trend, which is already established in the
customers. Businesses from specific fields (segments) can come together and develop their
applications, social media pages,etc. to avoid the financial risk. The researcher tried to find out
pattern among the trends in the advertising, to find out extent of the implementation of Social
media marketing and identify the severity of the problems faced by the businesses while
implementing Social Media Marketing.
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14. Shedule.docx
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15.  References :-
Websites :
www.facebook.com
www.whatsapp.com
www.hike.ac.in
www.googleplay.com
Books :
C.R.Kothari , Research Methodology (Methods and Techniques ) , 2nd Edition
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16. Thank you !!!
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