Its a research on Indian online consumer buying behavior and to understand the role of social media/mobile apps in customer engagement.

1. 19th
Aug
2014
[2nd
May
14
–
31st
July
14]
|
Masters
of
Management
Studies
RAMYA
KHOSLA
SUMMER
PROJECT
REPORT

2.
Page2
Content
Acknowledgement
Page
3
Introduction
Page
4
SYNOPSIS
Digital
Marketing
Page
5
–
8
E-­‐Commerce
Page
9
–
11
Consumer
Behavior
Page
12
Different
Personality
Traits
Page
13
–
15
FINDINGS
&
OBSERVATIONS
Primary
Research
Page
16
–
26
Secondary
Research
Page
27
–
33
Social
Media
Comparison
Chart
Page
34
RECOMMENDATIONS
Page
35
–
37
Road
Map
for
Instagram
Page
38
–
44
Appendix
(Questionnaire)
Page
45
–
48
Bibliography
Page
49

3.
Page3
ACKNOWLEDGEMENT
Every
project
big
or
small
is
successful
largely
due
to
the
effort
of
a
number
of
wonderful
people
who
have
always
given
their
valuable
advice
or
lent
a
helping
hand.
I
sincerely
appreciate
the
inspiration;
support
and
guidance
of
all
those
people
who
have
been
instrumental
in
making
this
project
a
success.
I,
Ramya
Khosla,
the
student
of
Lala
Lajpatrai
Institute
of
Management,
am
extremely
grateful
to
“PARX”
for
the
confidence
bestowed
in
me
and
entrusting
my
project
entitled
“DIGITAL
MARKETING”
with
special
reference
to
RAYMOND
APPAREL
LIMITED.
At
this
juncture
I
feel
deeply
honored
in
expressing
my
sincere
thanks
to
Mr.
SHAWN
CHANDY
for
making
the
resources
available
at
right
time
and
providing
valuable
insights
leading
to
the
successful
completion
of
my
project.
It
will
not
be
fine
if
I
don’t
thank
Mr.
TRUSHAL
PRAJAPATI
for
his
whole
hearted
support
during
the
project.
I
would
also
like
to
thank
all
the
faculty
members
of
Lala
Lajpatrai
Institute
of
Management
for
their
critical
advice
and
guidance
without
which
this
project
would
not
have
been
possible.
Ramya
Khosla
19th
Aug
2014

4.
Page4
eed
of
the
Study
With
increasing
popularity
of
online
shopping
the
competition
is
getting
escalated
and
thus
it
has
become
imperative
for
e-­‐retailers
to
understand
the
motivators,
which
bring
consumers
to
shop
online.
Moreover
Indian
markets
are
still
untapped
in
terms
of
online
shopping
phenomena
and
this
trend
is
still
gaining
popularity
among
consumers.
Also
the
recently
done
surveys
have
also
indicated
the
huge
growth
expected
from
non-­‐
metros
in
the
near
future.
As
the
online
buying
trend
is
gaining
popularity
in
India
and
many
companies
aim
to
capitalize
on
it,
it
becomes
significant
to
get
insight
about
the
why,
how
and
what
of
online
consumer
behavior.
So
this
study
tries
to
understand
the
antecedents
behind
the
online
purchase
that
too
in
Indian
context.
Objective
• To
study
the
online
consumer
buying
behavior.
• To
understand
the
role
of
social
networking
sites/apps
in
customer
engagement.
Methodology
• Primary
Research
Ø Questionnaire
–
To
understand
the
online
consumer
buying
behavior,
a
questionnaire
was
developed
which
also
includes
the
demographic
profile
of
the
respondents
which
was
distributed
online
through
social
networking
sites
like
Facebook,
LinkedIn
and
also
distributed
through
emails
and
Google
+.
Ø Store
Visits
–
To
observe
the
consumer
engagement
with
the
store
staff.
• Secondary
Research
Ø To
study
the
existing
data
of
Digital
Marketing
available
in
different
research
reports.
Limitations
of
the
Study
The
results
of
a
study
should
always
be
seen
in
the
light
of
its
limitations.
Like,
in
this
study
the
sample
size
is
an
issue,
as
to
make
the
findings
more
generalized
the
sample
size
should
have
been
larger.
N

5.
Page5
Synopsis
Digital
Marketing
According
to
media
reports,
Indian
organizations
use
social
media
much
more
than
the
global
average
and
their
counterparts
in
emerging
economies.
Our
study
of
social
media
marketing
practices
among
various
social
media-­‐savvy
organizations
in
India
has
thrown
up
some
good
insights.
The
study
answers
key
questions
that
many
marketers
have
in
India
such
as
what
is
the
business
objective
for
using
social
media,
what
are
some
of
the
best
tactics,
what
is
the
average
social
media
budget,
how
do
you
measure
social
media,
and
what
is
the
future
of
social
media.
Social
media:
• Most
social
media-­‐savvy
organizations
in
India
use
the
medium
to
build
communities
Objective
of
Social
media
Engagement:
95.7%
of
the
surveyed
social
media-­‐savvy
organizations
in
India
use
the
medium
to
build
communities
and
advocate
usage
while
76.1%
use
social
media
as
a
platform
to
highlight
brand
news.
Around
16%
of
organizations,
which
use
social
media
for
both
the
above
reasons,
also
use
it
for
customer
service,
lead
generation,
and
research
indicating
high
social
maturity
and
moving
toward
getting
business
meanings
out
of
engagements.
Social
media
platform:
• Facebook
most
important
platform
for
marketers
in
India
for
engaging
customers,
followed
by
Twitter,
YouTube
and
blogging
Almost
half
of
the
social
media-­‐savvy
organizations
are
already
using
emerging

6.
Page6
platforms
such
as
Pinterest,
Google
Plus,
and
Foursquare.
More
than
half
of
the
social
media-­‐savvy
organizations
surveyed
regularly
engage
with
bloggers
or
online
influencers
who
have
authority
and
strong
following.
Social
media
fit
in
with
other
marketing/communications
campaigns:
• Social
media-­‐savvy
organizations
in
India
have
conducted
campaigns
where
social
media
is
the
leading
component
Social
media-­‐savvy
organizations
in
India
speed
up
processes
or
show
special
favor
for
online
fans
Among
the
respondents
87.5%
said
they
have
conducted
campaigns
where
social
media
was
the
leading
component.
More
than
half
of
the
surveyed
organizations
have
speeded
up
processes
or
have
shown
a
special
favour
for
their
online
fans
and
followers
that
they
wouldn’t
normally
do
for
their
offline
customers.
Organizations
engage
with
their
social
communities:
• Popular
practices
Type
of
content:
A
majority
of
social
media
savvy
organizations
prefer
to
post
generic
updates
instead
of
brand
updates.
Frequency
of
updates
and
responses:
Social
media-­‐savvy
organizations
post
multiple
updates
a
day.
Majority
of
social
media-­‐savvy
organizations
respond
to
fan
queries
within
30
to
60
minutes
on
Twitter
and
within
30
minutes
to
a
few
hours
on
Facebook.
• Contests/promotions:
Picture
contests
are
the
most
popular
contests
among
social
media-­‐savvy
organizations
in
India
—
most
contests
are
organized
monthly.
• Policies:
Majority
of
social
media-­‐savvy
organizations
in
India
surveyed
have
social
media
guidelines
for
better
governance
and
online
monitoring
programs
to
listen
to
conversations;
however,
less
than
half
have
crisis
manuals.
• Tools
used:
Many
social
media-­‐savvy
organizations
in
India
use
tools
for
online
monitoring,
response
management,
or
managing
social
media
platforms.
• Social
media
for
research:
Almost
half
of
the
social
media-­‐savvy
organizations
in
India
have
conducted
research
using
social
media
tools
to
get
customer
feedback
and
understand
more
about
customer
behavior.
• Mobile:
Half
of
the
social
media-­‐savvy
organizations
in
India
have
created
mobile
phone
apps
and
one-­‐fourth
plans
to
create
one.
Organizations
use
social
media
ads:
• Majority
of
social
media-­‐savvy
organizations
use
social
media
ads
to
promote
online
campaigns
and
brand
awareness,
and
find
them
beneficial
83%
of
the
social
media-­‐savvy
organizations
surveyed
said
that
they
have
used

7.
Page7
social
media
ads,
with
majority
of
the
ads
being
used
to
promote
a
contest/promotion
or
for
brand
awareness.
88.6%
said
they
find
social
media
ads
to
be
beneficial
in
achieving
those
objectives.
Measure
social
media
success:
• Majority
of
social
media-­‐savvy
organizations
in
India
measure
social
media
efforts
through
platform-­‐specific
parameters
81%
of
the
social
media-­‐savvy
organizations
surveyed
said
that
they
measure
their
social
media
efforts
through
platform-­‐specific
parameters
such
as
likes,
people
talking
about
this,
etc.
46.7%
of
the
organizations
surveyed
said
they
have
not
measured
revenue
from
their
social
media
efforts.
On
the
positive
side,
some
organizations
are
already
measuring
social
media
efforts
through
leads,
sentiment,
brand
visibility
and
have
seen
increase
in
revenue
from
social
media
efforts.
Social
media
budget:
• Almost
half
of
social
media-­‐savvy
organizations
spend
1%–5%
of
their
marketing
budget
on
social
media,
most
social
media
budgets
are
below
INR10
million
41.5%
of
social
media-­‐savvy
organizations
said
that
around
1%–5%
of
their
marketing
budget
in
spent
on
social
media.
Three-­‐fourths
of
the
organizations
surveyed
have
their
social
media
budget
below
INR10
million,
while
a
little
above
a
quarter
of
the
organizations
surveyed
have
social
media
budgets
exceeding
INR20
million.
Department
manages
social
media:
• Majority
of
social
media
efforts
in
India
are
managed
by
marketing
teams
76.7%
of
social
media-­‐savvy
organizations
said
they
have
their
marketing

8.
Page8
department
handling
social
media
with
the
rest
being
handled
by
a
cross-­‐
functional
team/across
functions
or
by
the
PR/communications
team.
Other
than
marketing,
34.6%
said
they
use
social
media
for
thought
leadership
and
26.9%
said
they
use
social
media
for
CSR.
A
majority
(70.2%)
said
they
have
an
in
house
social
media
expert
in
middle
management.
Agency
structure:
• Majority
of
social
media-­‐savvy
organizations
in
India
use
standalone
digital
agencies
as
compared
to
PR
or
ad
agencies
73.8%
of
surveyed
social
media-­‐savvy
organizations
have
chosen
standalone
digital
agencies
as
compared
to
PR,
ad
agencies,
or
freelancers.
59.1%
of
the
organizations
surveyed
also
said
that
they
are
happy
with
their
current
agencies
while
40.9%
responded
with
either
a
”maybe”
or
a
”no.”
• Future
of
social
media:
Social
media-­‐savvy
organizations
in
India
are
very
optimistic
about
the
future
Social
media-­‐savvy
organizations
are
very
optimistic
about
the
role
of
social
media
in
their
organizations.
Though
measures
such
as
sales
and
leads
are
not
very
evident
for
all
organizations,
they
have
realized
that
it
plays
an
important
role
in
generating
insights
and
engaging
with
customers
on
a
continued
basis.
Social
media
has
helped
organizations
to
create
their
own
communities
of
fans,
customers
or
prospects.
In
the
future,
organizations
hope
to
focus
more
on
social
media
and
are
looking
forward
greater
adoption
within
their
organizations.

9.
Page9
E-­‐Commerce
The
e-­‐Commerce
industry
was
in
its
infancy
for
the
larger
part
of
the
previous
decade.
However,
in
last
three
years,
the
industry
has
witnessed
an
incredible
growth
of
150
percent.
A
number
of
business
models
for
e-­‐Commerce
have
evolved
and
are
in
varying
stages
of
maturity.
Online
shopping
of
physical
goods
in
India
will
grow
to
$8.5Bn
in
2016.
Number
of
online
shoppers
in
India.
Executive summary
4
$2Bn
2013
$8.5Bn
2016P
Online Shopping defined in this presentation does not include travel, ticketing and food ordering – only physical goods commerce
Online shopping of physical goods in India, will grow to $8.5Bn in 2016.
Number of online shoppers in India will more than double to 40M.
Key finding
2x Indian shoppers X 1.1x number of orders per year per shopper X 2x average order value
63% CAGR
KEY FINDING
25% CAGR
20M
40M
CY2013 CY2016P
Indian online shoppers will double
Accel estimates and Industry sources
Average
order
values
climbing
up
rapidly
1.
Last
year
there
was
a
significant
jump
in
average
order
value
as
there
was
a
penetration
of
new
categories
like
jewelry,
home
décor
etc.
2.
Also,
users
are
becoming
more
comfortable
buying
higher
priced
items
online.
Fashion
category
doubled
last
year
$278 M
$559 M
$2,811 M
Fashion + Footwear + Accessories GMV
INR 1,080
INR 1,860
INR 3,600
CY2012 CY2013 CY2016P
Increasing average order value
Executive summary
Key findings
67%
25%
CAGR
KEY FINDING
1. Last year there was a significant jump in average
order value as there was a penetration of new
categories like jewellery, home décor etc.
2. Also, users are becoming more comfortable
buying higher priced items online.
100%
Growth
71%
CAGR
1. Last year was the rise of the fashion category –
fashion e-commerce GMV doubled since 2012.
2. Given the young demographic which is shopping
for latest looks online and increasing choice
online – we estimate that this category will see
400% growth in the next 3 years and rival
Average order values climbing up rapidly
Fashion category doubled last year

10.
Page10
1.
Last
year
was
the
rise
of
the
fashion
category
–
fashion
e-­‐commerce
GMV
doubled
since
2012.
2.
Given
the
young
demographic,
which
is
shopping
for
latest
looks
online
and
increasing
choice
online
–
we
estimate
that
this
category
will
see
400%
growth
in
the
next
3
years
and
rival
electronics
and
mobile
category
in
GMV.
Online
retail
is
still
a
very
small
portion
of
retail
in
India
Enough headroom for growth
Online retail is still a very small portion of retail in India
9
Online sales,
4 Mn, 2%
Offline sales,
243 Mn, 98%
247Mn mobiles shipments in India CY2013
Online sales,
45 Mn, 7%
Offline sales,
555 Mn,
93%
600Mn books sold in India CY 2013
Online sales,
$0.08 Bn, 0.2%
Offline sales,
$44.92 Bn,
99.8%
USD 45Bn jewellery sales in India CY 2013
Online sales,
$0.5 Bn, 1%
Offline sales,
$42 Bn, 99%
USD 43Bn fashion + footwear sales in India CY 2013
Accel estimates, Accel portfolio companies and industry sources: CMR, FICCI, Deloitte
GROWTH FACTORS
It
is
estimated
that
the
e-­‐Commerce
industry
is
expected
to
contribute
around
4
percent
to
the
GDP
by
2020.
In
comparison,
by
2020,
the
IT-­‐BPO
industry
is
expected
to
account
for
10
percent
of
India’s
GDP,
according
to
a
NASSCOM
report,
while
the
share
of
telecommunication
services
in
India’s
GDP
is
expected
to
increase
to
15
percent
by
2015.
However,
with
enabling
support,
the
e-­‐
Commerce
industry
too
can
contribute
much
more
to
the
GDP.
The
growing
industry
will
also
have
a
positive
spillover
effect
on
associated
industries
such
as
logistics,
online
advertising,
media
and
IT/
ITeS.
Currently
e-­‐
Commerce
accounts
for
15-­‐20
percent
of
the
total
revenues
for
some
of
the
big
logistics
companies.
The
revenue
for
logistics
industry
from
inventory
based
consumer
e-­‐Commerce
alone
may
grow
by
70
times
to
USD
2.6
Billion
(INR
14,300
crores)
by
2020.
Currently,
the
inventory
based
consumer
e-­‐Commerce
model
alone
provides
direct
employment
to
approximately
40,000
people
and
is
$278 M
$559 M
$2,811 M
CY2012 CY2013 CY2016P
Fashion + Footwear + Accessories GMV
INR 1,080
CY2012 CY2013 CY2016P
67%
25%
CAGR
categories like je
2. Also, users are b
buying higher p
100%
Growth
71%
CAGR
1. Last year was th
fashion e-comm
2. Given the young
for latest looks o
online – we estim
400% growth in
electronics and
Fashion ca

11.
Page11
estimated
to
create
1
million
direct
and
another
0.5
Million
indirect
jobs
by
2020.
Low
entry
barriers
have
attracted
many
young
and
enterprising
individuals
to
try
their
hand
at
entrepreneurship.
First
time
entrepreneurs
have
started
a
significant
63
percent
of
e-­‐Commerce
ventures.
E-­‐commerce
is
a
small
sliver
of
Indian
retail
E-commerce is a small sliver of Indian retail
18
91.0%
8.7%
0.3%
Unorganized retail Organized retail - offline Organized retail - online
92.0%
7.8%
0.2%
2012
2013
Market
Trends
Growth Factors
Payments
BRICS
Accel estimates & Deloitte
Although
many
factors
support
the
growth
of
e-­‐Commerce
in
India,
the
fledgling
industry
is
faced
with
significant
hurdles
with
respect
to
infrastructure,
governance
and
regulation.
Low
Internet
penetration
of
11
percent
as
compared
to
world
average
of
34
percent
impedes
the
growth
of
e-­‐Commerce
by
limiting
the
Internet
access
to
a
broader
segment
of
the
population.
Poor
‘last
mile
connectivity’
due
to
missing
links
in
supply
chain
infrastructure
is
limiting
the
access
to
far-­‐flung
areas
where
a
significant
portion
of
the
population
resides.
High
drop-­‐
out
rates
(25-­‐30
percent)
on
payment
gateways,
consumer
trust
deficit
and
slow
adoption
of
online
payments
are
compelling
e-­‐Commerce
companies
to
rely
on
costlier
payment
methods
such
as
COD
(Cash
on
Delivery).
(Access,
logistics,
payments
are
part
of
infrastructure).

12.
Page12
Consumer
Behavior
“Consumer
behavior
is
the
study
of
individuals,
groups,
or
organizations
and
the
processes
they
use
to
select,
secure,
and
dispose
of
products,
services,
experiences,
or
ideas
to
satisfy
needs
and
the
impacts
that
these
processes
have
on
the
consumer
and
society.
With
the
reference
of
above
cite;
Consumer
behavior
of
every
individual
is
different
from
other
depending
on
buying
choices
which
is
influenced
by
buying
habits
and
choices
that
are
turn
tampered
by
psychological
and
social
drivers
that
affects
purchase
decision
process.
“We’re
not
aware
of
changing
our
minds
even
when
we
do
change
our
minds.
And
most
people,
after
they
change
their
minds,
reconstruct
their
past
opinion
—
they
believe
they
always
thought
that.”
As
quoted
above,
consumer
behavior
about
decision-­‐making
is
difficult
to
define
and
is
a
system
of
short
cuts
and
rule
of
thumb,
which
is
unpredictable.
The
short
cuts
in
decision
making
vary
from
person
to
person
and
focusing
on
the
past
experience
of
consumers;
we
can
predict
the
future
trends
by
bringing
profitable
products
and
services
into
the
market.
In
this
modern
world,
the
popularity
of
interactive
media
like
the
World
Wide
Web
is
increasing
day
by
day
with
rapid
pace.
With
reference
to
marketing
it
is
continuously
realized
that
the
main
two
factors
observed
due
to
WWW
are:
1)
Most
of
the
companies
are
doing
their
business
online
and
make
their
website
as
showroom
of
their
product
and
services.
2)
Fast
increment
of
consumer
segments
due
to
increase
needs
and
demand
including
online
shopping
as
well.

13.
Page13
Different Online Shopper Personality Traits:
Online
shopping
continues
to
gain
popularity.
Every
day
more
and
more
people
make
the
leap
to
buy
online.
Many
businesses
wish
to
capitalize
on
the
momentum
in
the
online
retail
sector.
Thanks
to
new
technology
that
measures
the
way
consumers
behave
when
they
are
engaging
in
commerce
activities,
retailers
are
now
beginning
to
understand
the
various
ways
that
people
shop.
These
consumer
insights
can
provide
targeted
incentives
to
those
customers,
in
an
attempt
to
gain
their
business.
There
are
many
different
online
shopper
personality
types,
or
behavioral
characteristics
of
shoppers.
Each
has
certain
traits,
and
skillful
marketing
professionals
stress
the
importance
of
learning
each
type
in
order
to
design
shopping
services
that
are
attractive
to
members
of
each
type
or
customer
segment.
Because
of
the
large
number
of
online
retailers,
online
shoppers
need
to
be
wooed
with
an
online
shopping
experience
that
is
tailored
to
their
specific
online
shopping
personality
type,
so
they
do
not
look
elsewhere
for
their
purchases.
The
following
is
a
list
of
some
of
the
most
common
Online
Shopping
Personality
Types,
based
on
consumer
research
of
online
shoppers,
in
no
particular
order:
Recreational
Shoppers:
Recreational
shoppers
are
all
over
the
place.
They
flit
from
one
website
to
another
very
quickly,
and
only
stop
when
a
truly
significant
deal
catches
their
eye.
You
have
to
really
come
up
with
something
eye-­‐
catching
if
you
hope
to
catch
these
customers.
These
are
customers
that
like
to
click
on
‘similar
product’
links,
and
that
are
likely
to
spend
a
great
deal
of
time
at
your
online
retail
store
if
your
present
enough
engaging
content
to
keep
them
there.
Deal
Hunters:
Deal
hunters
are
in
search
of
the
holy
grail
of
deals.
They
purchase
items
used
or
refurbished
if
it
will
get
them
a
better
deal.
These
are
customers
who
might
buy
an
item
they
don’t
actually
need
if
you
present
them
with
a
good
enough
deal
for
it.
Deal
hunters
are
also
often
on
the
lookout
for
free
shipping
deals.
Many
deal
hunters
refuse
to
make
purchases
at
online
stores
that
do
not
offer
free
shipping
if
they
can
find
a
competing
online
store
that
offers
the
same
product

14.
Page14
with
free
shipping.
The
Flitter:
These
shoppers
can
be
‘the
fish
that
got
away’
if
you
are
not
careful.
One
way
to
keep
them
shopping
is
to
ensure
that
the
shopping
cart
on
your
website
remains
active
for
a
long
time,
so
that
if
they
are
in
another
window
and
forget
that
they
are
in
the
middle
of
a
transaction,
they
can
simply
return
and
finish
it.
If
the
shopping
cart
at
your
online
retail
store
times
out
and
the
items
are
no
longer
there,
the
customer
is
less
likely
to
re-­‐add
the
items
to
the
cart
and
purchase
them.
The
Researcher:
Researchers
love
to
learn
everything
they
can
about
a
product
before
purchasing
it
online.
They
may
watch
a
product
for
a
while
on
various
websites,
to
see
what
the
average
price
is,
so
that
they
can
know
for
sure
when
they
are
presented
with
a
price
whether
or
not
it
is
a
good
deal.
Researchers
also
enjoy
reading
reviews
from
other
customers,
and
regularly
rely
on
ratings
and
reviews
when
deciding
what
to
purchase
online.
Impatient
Shoppers:
Impatient
shoppers
will
not
stick
around
if
your
checkout
process
is
lengthy
and
complicated.
They
do
not
want
to
waste
time
signing
up
for
an
account,
they
want
to
buy
their
items
immediately,
and
if
you
cannot
provide
them
with
immediate
checkout,
they
will
go
to
another
website
that
will.
To
capture
this
type
of
online
shopper,
make
sure
that
your
website
loads
quickly,
and
that
your
checkout
process
is
as
streamlined
as
possible.
Rewards
Shoppers:
Many
online
shoppers
like
to
patronize
the
same
online
retail
stores
repeatedly.
These
brand
loyalists
enjoy
customer
loyalty
programs
that
give
rewards
or
points
for
purchases,
and
love
to
take
part
in
deals
and
promotions
that
make
them
feel
like
they
are
working
towards
a
goal
with
their
purchases.
Rewards
shoppers
enjoy
taking
part
in
SMS
Text
Message
Marketing
campaigns,
where
they
can
receive
messages
about
sales
and

15.
Page15
specials
they
qualify
for
send
directly
to
their
personal
mobile
devices.
Hipsters:
Some
online
shoppers
only
purchase
high-­‐end
retail
brands.
These
customers
will
purchase
these
brands
from
various
sellers,
but
only
buy
the
very
best
and
premium
brand
names,
and
also
generally
wish
to
purchase
the
latest
and
newest
models
of
items.
You
will
find
that
these
customers
are
willing
to
spend
a
great
deal
of
money
in
order
to
get
top
of
the
line
items
that
are
hot,
fresh,
and
in
style.
Day
Dreamers:
Some
people
really
love
to
make
wish
lists.
This
type
of
shopper
will
typically
have
wish
lists
at
several
online
retail
stores,
and
enjoys
dreaming
about
their
ideal
purchases,
but
needs
a
push
in
order
to
actualize
the
transaction.
You
can
convince
them
to
purchase
by
lowering
the
price
of
items
on
their
wish
list,
so
that
they
can’t
help
but
take
advantage
of
the
savings
you
are
offering.
Intrepid
Explorers:
Some
online
shoppers
are
after
one
thing,
and
only
one
thing.
Those
shoppers
will
not
purchase
anything
else
and
will
not
deviate
from
their
quest
for
the
specific
item
until
they
find
it.
Once
they
find
the
product
they
are
looking
for,
they
may
reward
you
by
purchasing
additional
items
from
your
online
store
because
they
are
so
happy
that
they
found
what
they
are
looking
for.
This
type
of
shopper
typically
enjoys
websites
that
have
search
functionality,
or
site
maps
that
can
make
it
easy
to
pinpoint
the
item
they
are
seeking.
Consumer
insights
are
only
of
benefit
to
you
–
if
you
use
it.
If
you
are
the
owner
or
operator
of
an
online
retail
entity,
you
should
definitely
take
into
account
the
variety
of
online
shopping
personality
types.
Shoppers
will
reward
you
by
making
more
purchases,
and
your
profit
margins
will
most
definitely
rise!
If
you
are
looking
to
increase
the
amount
of
customers
who
purchase
items
from
your
online
store,
you
should
definitely
use
this
information
to
your
advantage.

16.
Page16
Findings
and
Observations:
Primary
Research
§ FIGURE
-­‐
I
60%$
29%$
7%$
2%$2%$
AGE$
16#25&
26#30&
31#39&
40#45&
Other&
From
the
figure
named
as
AGE
analysis,
it
is
clear
that
in
this
research
we
have
41
frequencies
in
the
age
of
16-­‐25
with
percentage
60%,
which
is
the
highest
percentage
among
other
age
distribution.
In
age
distribution
of
26-­‐30
we
have
29%
and
7%
fall
in
31-­‐39
age
and
rest
percentage
fall
in
more
than
40-­‐45
years
old
respondents.
The
questionnaire
responses
mainly
show
the
young
generation,
which
is
actively
part
of
the
research.
§ FIGURE
-­‐
II

17.
Page17
From
the
above
table
and
figure,
we
can
easily
analyze
that
majority
of
the
males
are
respondents
of
the
survey
as
compared
to
females,
we
have
72%
of
males
and
28%
percentage
of
females
have
participated
in
this
survey.
§ FIGURE
–
III
Among
all
the
respondents
44%
are
the
students,
29%
are
the
professionals,
14%
are
doing
their
own
business
and
the
10%
are
self-­‐employed.
§ FIGURE
-­‐
IV
Majority
of
the
respondents
that
is
94%
of
the
total
respondents
are
using
the
Internet
from
more
then
3
years.

18.
Page18
§ FIGURE
–
V
From
the
above
figure
we
can
see
that
55%
that
is
36
respondents
spend
more
then
2
hours
on
internet
in
a
day
and
the
second
largest
majority
is
of
18
respondents
that
is
28%
which
spends
1-­‐2
hour
a
day
on
internet.
§ FIGURE
–
VI
Above
figure
talks
about
the
Internet
services
respondents
used
for,
so
from
the
given
options
in
the
questionnaire
we
can
say
that
social
websites
has
the
leading
share
that
is
21%
and
communication
via
email
has
a
share
of
19%.
Respondents
use
Internet
to
do
shopping
and
have
a
share
of
17%,
product/service
information
got
15%
of
share
among
the
given
options
and
at
the
end
research/education
has
16%
and
E-­‐newspaper/magazine
had
a
12%
of
the
share.

19.
Page19
§ FIGURE
–
VI
This
figure
shows
that
54%
of
the
respondents
like
to
do
shopping
from
the
stores
and
46%
of
the
total
respondents
prefer
to
do
online
shopping.
§ FIGURE
–
VII
This
shows
that
40
respondents
that
is
61%
gets
influenced
by
the
advertisement
done
by
the
social
sites
and
26
respondents
that
is
39%
didn’t
get
influenced.

20.
Page20
§ FIGURE
–
VIII
Majority
of
the
respondents
that
is
33%
sometimes
use
Internet
for
information
prior
to
purchase
and
31%
use
Internet
very
often
for
the
same.
§ FIGURE
–
IX
E-­‐tickets
got
the
leading
share
of
28%
where
respondents
also
shop
apparels
online
and
got
a
share
of
27%.
Electronics
and
computer
products
also
get
the
share
of
21%
and
14%.
Respondents
don’t
like
to
shop
jewelry
and
furniture
online
which
got
the
share
of
2%
and
3%
respectively.

21.
Page21
§ FIGURE
–
X
Above
graph
says
that
37%
of
the
respondents
usually
spend
2000-­‐5000
on
a
single
purchase
which
is
a
good
amount
and
34%
spends
1000-­‐2000
and
the
interesting
figure
is
that
14%
of
the
respondents
spend
more
than
5000
on
a
single
purchase.
§ FIGURE
–
XI
We
can
easily
interpret
from
the
above
figure
that
Flipkart.com
has
the
leading
share
of
frequently
preferred
pages
that
is
28%.
Ebay.in
and
Amazaon.in
has
the
same
share
that
is
16%.
Fashionandyou.com
has
the
least
share
of
frequently
preferred
pages
of
just
5%
which
means
that
respondents
don’t
like
to
buy
from
is
page.

22.
Page22
§ FIGURE
–
XII
From
the
above
figure
we
can
analyze
that
30%
of
the
respondents
are
influenced
by
the
best
deal
factor
whereas
28%
said
that
they
are
influenced
by
promotions/offers.19%
of
the
total
consider
EMI
option/COD
as
a
influencing
factor
and
rest
23%
thinks
that
buying
online
saves
their
time
which
is
an
important
factor.
§ FIGURE
–
XIII
The
above
figure
shows
that
Prices
are
the
major
factor
which
effects
buying
decision
with
34%
whereas
second
leading
factor
is
Reputation
of
the
company
with
22%.
19%
respondents
said
that
Guarantees
and
Warrantees
effect
their
buying
decision.
14%
and
11%
of
the
respondents
believe
that
Product

23.
Page23
description
and
Delivery
time
are
the
factors,
which
effect
their
online
buying
decision.
§ FIGURE
–
XIV
22%
of
the
total
respondents
respond
that
due
to
difficulty
in
returning
products/items
they
don’t
buy
online
whereas
19%
of
respondents
have
a
fear
of
fake
products.
Intangible
buying
is
also
a
factor
for
17%
of
respondents
and
15%
believe
that
lack
of
trust
is
the
major
factor.
§ FIGURE
–
XV

24.
Page24
We
can
interpret
the
above
figure
like
45%
of
the
respondents
said
that
they
shop
apparel
online
sometimes
and
24%
shop
rarely.
14%
of
the
respondents
often
shop
apparel
online
and
only
8%
shop
apparel
frequently.
§ FIGURE
–
XVI
This
figure
shows
that
52%
of
the
total
respondents
mostly
buy
T-­‐shirts
and
25%
used
to
buy
Shirts
whereas
10%
of
the
respondents
buy
some
other
products
and
8%
respondents
mostly
buy
denims.
§ FIGURE
–
XVII

25.
Page25
Social
networks
influence
41%
of
the
respondents
while
buying
apparels
and
29%
said
that
Fashion
websites
influence
them
while
buying
apparel.
§ FIGURE
–
XVIII
The
above
figure
shows
that
47%
of
the
respondents
believe
that
Variety
of
collection
is
the
important
factor
while
buying
apparel
online
and
the
second
leading
factor,
which
21%
of
the
respondents
believe,
is
Product
information.
12%
of
the
respondents
said
Ease
of
returns
is
the
important
factor
while
buying
apparel
online.
9%
of
the
total
respondents
said
that
Visual
content
is
the
factor.
• FIGURE
–
XIX

26.
Page26
From
the
last
figure
of
the
survey
we
can
interpret
that
majority
of
respondents
that
is
45%
of
the
total
believe
that
the
Sizes
and
fits
are
the
important
factor
which
effects
online
apparel
buying.
Second
factor
is
Quality
of
product
which
41%
of
the
respondents
agreed
to.
According
to
8%
Quality
of
fabric
is
the
factor
and
the
rest
6%
believe
in
some
other
factors
which
effects
online
apparel
buying.

27.
Page27
Secondary
Research
Understanding
Consumer
Online
buying
Behavior
Researchers
have
proved
that
consumers’
decision
making
is
based
on
utility
concept.
They
postulated
that
functional
and
non-­‐functional
motives
are
the
two
personal
determinants
shaping
consumer-­‐shopping
behavior.
Functional
motive
reflects
utilitarian
functions
or
task
related
functions
such
as
convenience,
product
quality,
variety
of
product
offered
and
price
required
possessing
that
product.
Non-­‐functional
motives
include
satisfaction
of
social
and
emotional
needs.
They
are
often
termed
as
hedonic
motives
and
include
enjoyable
or
interesting
shopping
experience.
Prior
researches
on
virtual
shopping
have
suggested
that
most
online
shoppers
are
goal
directed
and
hence
there
is
a
dominance
of
function-­‐
al
motives
over
non-­‐functional
motives.
It
is
important
for
virtual
stores
to
identify
the
key
motivators
that
attract
Indian
consumers
in
order
to
determine
key
areas
where
things
must
go
right.
Below
mentioned
are
some
critical
reasons
derived
on
the
basis
of
literature
review
and
study
of
market
statistics
that
makes
Indian
consumers
go
shopping
online.
A. Product
Offerings
An
easy
reach
to
the
hottest
brands
of
various
parts
of
the
world
with
doorstep
delivery
and
ease
of
payment
facilities
in
home
currency
is
a
great
motivator
that
prompts
traditional
Indian
customers
to
move
online.
As
per
research
conducted
by
a
US
based
research
firm
Harris
interactive
about
74
%
adult
Indian
customers
go
for
brand
while
purchasing
clothing
or
accessories.
One
other
research
proved
that
a
large
percentage
of
people
turn
to
the
Internet
to
look
for
the
products
that
they
cannot
find
anywhere
else.
The
penetration
of
branded
outlets
in
tier
II/III
cities
is
much
lower
than
in
tier
I
cities.
The
desire
of
branded
products
turn
people
of
tier
II/III
cities
to
go
online
as
virtual
stores
have
the
capability
to
solve
this
availability
issues
faced
in
these
cities.
This
is
well
supported
by
the
statistics
that
says
30-­‐40%
of
total
sales
revenue
of
e-­‐tailing
industry
comes
from
tier
II/III
cities.
B. Convenience
Internet
provides
24/7
nonstop
services,
which
is
not
limited
by
time,
space
or
weather.
Convenience
is
a
prime
motivator
in
online
shopping
and
virtual
stores
provide
a
comfortable
and
convenient
shopping
environment.
The
comfort
of
shopping
at
home
excites
customers
but
above
that
they
like
the
medium
because
it
prevents
them
from
standing
in
long
queue.
Products
or
services
that
may
require
a
long
waiting
time
if
opted
through
traditional
modes
like
movie
tickets,
train
or
flight
reservations
or
various
banking
services
have
gained
easy
and
huge
acceptance
by
Indian
consumers.
Although
online
shopping
is
new
for
Indian
and
they
are
apprehensive
regarding
reliability
and
trust
issues,
the
benefit
of
convenience
particularly
for
these
products
increases
the
total
utility
customers
perceive
about
using
online
medium.
Online
travel
hence
dominates
in
total
e
commerce
revenue.
28%
of
travel
today
in
India
gets
booked
online

28.
Page28
where
IRCTC
alone
accounts
for
117
million
transactions.
Sites
like
BookmyShow.com,
makemytrip.com,
flipcart.com
etc.
understood
this
motive
of
Indian
consumers
and
provided
them
with
excellent
customer
experience,
which
made
them
a
hit
in
the
country.
C. Cost
Saving
It
is
said
that
one
of
the
important
motivator
for
online
consumers
is
cost
saving.
Indian
goes
online
in
search
of
good
discounts
and
offers.
It
is
in
fact
a
belief
that
Indian
E-­‐commerce
industry
is
growing
on
the
back
of
deep
discounting.
Discounts
on
product
price
and
free
shipping
is
perceived
as
a
premium
for
the
risk
they
take
on
buying
a
product
without
inspection
and
price
war
among
different
websites
have
made
it
an
expected
feature.
According
to
a
discount
site
snapdeal.com
they
sold
300
Gucci
wallets
in
just
45
minutes
on
a
day
when
they
offered
77%
discount
and
on
an
average
they
are
able
to
sell
25000
deals
in
a
day.
The
same
fact
is
also
supported
by
the
report
of
Comscore
that
says
coupon
sites
are
gaining
popularity
in
India
with
16.5%
of
Indian
online
population
visiting
these
sites.
D. Richness
of
Information
The
most
confusing
and
costly
stage
in
respect
to
time
and
money
in
consumer
decision-­‐making
process
is
evaluation
of
different
alternatives,
which
becomes
even
more
prominent
when
the
products
are
of
high
involvement
nature.
Comparison
websites
and
customers
information
sites
by
helping
customers
at
this
stage
not
only
acts
as
the
first
in
the
transaction
series
of
buyer
and
seller
but
also
reduces
customers
frustration
by
helping
him
locate
a
range
of
products
with
detailed
price
and
feature
comparison
without
much
physical
or
monetary
loss.
Indian
statistics
revealed
that
comparison
sites
have
witnessed
a
growth
of
25%
in
2012
as
compared
to
previous
year
with
5.8
million
online
users
visiting
these
sites
for
their
deals.
They
have
75%
year
on
year
and
are
dominating
Indian
retail
online
market
with
a
penetration
rate
of
15%.
Portals
and
classifieds
that
provide
customized
information
are
very
popular
in
Indian
market.
Portals
attract
high
traffic
with
more
than
50%
of
Internet
users
visiting
top
portals.
Some
Facts
of
Digital
India
• Indian
online
population
grows
steadily
with
a
growth
of
31%
over
one
year.
• India
has
205
million
Internet
users,
which
will
increase
up
to
350
million
by
2015
in
which
61%
of
the
total
are
men
and
rest
39%
are
women.
• India’s
online
population
skews
significantly
younger
than
other
BRIC
countries
with
75%
under
the
age
of
35.

29.
Page29
• 21
million
users
visit
online
sites/social
media
• 40
million
check
online
reviews
• 57
million
wants
Brand
related
Information
• Fastest
Growing
Web
categories
in
India
Blogs
category
showed
phenomenal
growth,
adding
11.6
million
new
users.
• 86%
of
the
Indian
web
users
visit
a
social
networking
site.
• India
has
950
million
Mobile
users,
which
is
the
fastest
growing
Mobile
Subscriber
Base
in
the
World.
• Almost
half
of
the
Mobile
Internet
users
are
less
than
25
years
that
is
48%
of
the
total
users.
• 110
million
are
active
users,
which
uses
Internet
on
their
mobile.
• Messaging
and
Social
apps
have
a
year-­‐on-­‐year
growth
of
203%
whereas

30.
Page30
lifestyle
and
shopping
had
a
growth
of
77%.
• 95%
of
smart
phone
users
used
to
search
for
local
information,
91%
of
the
total
used
to
research
their
products
and
54%
of
the
smart
phone
users
made
a
purchase
via
their
phones.

31.
Page31
Some
facts
from
KPMG
report
on
Emerging
Consumer
Segments
in
India
(Feb
2014)
According
to
the
above
figure,
it’s
clear
that
the
87%
of
the
total
online
population
users
access
the
Internet
from
their
mobiles,
which
is
the
huge
percentage.
One
fact
can
also
see
from
the
above
figure
that
36%
of
the
total
online
population
i.e.
164.81
million
(Mar
–
13)
is
of
age
group
15-­‐24
years
which
is
significantly
a
larger
share
than
the
global
internet
users
of
the
same
age
group.
This
research
of
KPMG
also
says
that
50%
of
the
consumers
used
to
buy
mobile
phones
online
whereas
25%
of
the
online
population
used
to
buy
apparel/accessories
/shoes.

32.
Page32
The
above
given
data
of
KPMG
report
says
that
there
is
a
increase
in
Internet
penetration
in
smaller
cities
which
acted
as
a
key
enabler
for
the
growth
of
e-­‐
commerce
in
such
regions.
Share
of
revenues
of
the
e-­‐commerce
websites
from
these
smaller
cities
are
very
interesting
like
Jabong.com
has
a
share
of
50%
from
such
cities
and
Myntra.com
has
a
share
of
55%
from
these
smaller
cities.
We
can
also
find
that
from
the
research
that
there
is
27%
increase
in
consumer
complaints
for
e-­‐commerce
firms.
There
key
issues
we
can
analyze
are
wrong
delivery,
defective
products,
lack
of
warranty
and
delay
in
delivery/funds.
Consumer
Behaviors
Changing
Online
Marketing
i. Consumers
shift
to
More
Sophisticated
Queries
As
the
Internet
and
e-­‐commerce
have
evolved,
consumers
have
been
conditioned
to
be
more
specific
about
what
they
are
searching
for
online.
This
increases
the
chance
of
finding
the
exact
product
they
desire.
Studies
consistently
show
that
search
queries
are
becoming
longer.
Hit
wise
reported
that
queries
that
were
less
than
three
words
were
declining
and
those
between
four
to
eight
words
were
growing
year-­‐over-­‐year
from
3%-­‐20%.
What’s
more,
the
longer
the
query
the
more
likely
the
searcher
was
to
convert.
ii. Consumers
Embrace
A
Visual
Culture
Whether
consumers
are
shopping
for
a
camera,
shoes
or
a
specific
bolt,
one
way
to
verify
what
they
are
getting
is
through
imagery.
Shoppers,
bombarded
with
data,
seek
the
simplicity
of
images
as
short
hand.
Images
validate
and
capture
interest,
hence
the
rise
of
sites
like
Pintrest,
Instagram
and
others.
According
to
the
Search
Engine
Journal,
images
ranked
higher
than
product-­‐specific
details,
descriptions,
ratings
or
reviews
in
driving
purchase
decisions.
Yahoo’s
recent
billion-­‐dollar
acquisition
of
Tumblr
reaffirms
that
search
and
content
companies
believe
this
is
the
way
of
the
future.
iii. Consumers
Rely
on
the
Opinion
of
Others

33.
Page33
While
images
help
validate
that
shoppers
have
found
the
right
product,
reviews
and
recommendations
validate
the
quality
of
the
product
that
consumers
are
shopping
for.
Hub
Spot
found
that
71%
of
people
were
more
likely
to
make
a
purchase
based
on
friends’
social
media
suggestions
and
70%
trusted
consumer
reviews.
Social
media
and
reviews
engender
consumer
trust.
iv. Consumers
Want
the
Facts
Armed
with
the
information
gleaned
from
social
networks
and
reviews,
consumers
want
specific
details
about
products
quickly.
Moreover,
they
want
data—not
marketing
spin.
Customers
would
rather
see
“18-­‐mega-­‐pixel”
than
“crystal
clear
images.”
This
information
ensures
that
the
shopper
is
getting
exactly
what
they
want,
not
an
imitation
or
variation
of
the
product.
v. Consumers
Feel
that
Price
Matters
Queries,
images,
reviews
and
specs,
guide
consumers
along
the
purchase
path.
However,
price
is
critical
to
that
last
step—purchase.
Consumers
are
willing
to
put
some
effort
into
this
step
as
is
evident
by
the
emergence
of
programs
like
Red
Laser
and
the
recent
trend
of
show
rooming.
Whether
browsing
in
store
or
online,
consumers
don’t
want
to
overspend.

34.
Page34
Social
Media
Comparison
Chart:

35.
Page35
Recommendations
From
the
findings
from
the
Primary
and
Secondary
Research
below
are
the
following
recommendations:
• Target
the
age
group
of
16-­‐35,
as
this
is
the
only
age
group,
which
has
a
greater
percentage
in
terms
of
online
buying.
• Advertise
more
on
social
sites
because
consumers
are
influenced
by
the
advertisement
done
on
social
sites.
• Provide
consumers
the
best
deal
as
well
as
price
comparatively
to
other
brands.
• Difficulty
in
returning
of
products/items
is
a
barrier/reason,
consumers
don’t
want
to
buy
online.
So,
brand
should
come
up
with
a
policy
to
overcome
this
barrier.
• Consumer
expects
a
variety
of
collection
while
buying
online,
so
brand
make
sure
that
its
complete
merchandise
of
SS/AW
must
be
available
online
specially
t-­‐shirts
and
shirts
because
most
of
the
consumer
buy
t-­‐
shirts
and
shirts
only.
• To
gain
the
trust
of
the
consumers
brand
must
make
sure
that
it
doesn’t
compromise
with
the
quality
of
the
product
and
focus
on
the
sizes
and
fits
because
consumers
had
a
perception
that
if
they
are
getting
a
good
deal
online
so
its
not
a
quality
product.
• As
figured
from
the
secondary
research
there
are
a
lot
consumers
which
uses
and
shop
through
mobile.
So,
brand
should
come
up
with
a
mobile
app
through
which
consumers
can
browse
and
shop
products.
Instagram
for
Business
Branding
-­‐
A
New
Superhero
in
Social
Platforms
While
many
people
are
busy
promoting
themselves
with
selfies
all
over
the
social
networks,
Instagram
specifically
is
gaining
recognition
in
another
arena.
Business
Branding.
As
this
platform
continues
to
grow,
more
and
more
companies
are
realizing
that
it
can
be
a
super
tool
to
generate
exposure
for
their
business.
So
much
so
we
were
inspired
to
research
and
share
some
tips,
which
will
help,
make
it
work
for
you
and
may
give
your
branding
a
boost
of
power:
START
Get
started!
First
and
foremost,
get
it
going.
Be
sure
to
optimize
your
profile…
include
your
brand
identification,
information
and
contact
details.
Create
a
clear
presence
and
goal
for
your
business
through
your
new
super
powered
social
account.

36.
Page36
QUALITY
Make
sure
that
the
pictures
you
post
look
great!
Washed
out,
grainy,
or
just
plain
lousy
looking
photos
of
your
products/services
are
a
sure
way
not
to
sell
anything.
Also
be
aware
of
the
background…
is
there
a
lot
going
on
in
the
background
that
will
take
away
from
what
you
want
to
feature?
Is
there
a
small
child
sucking
his
thumb?
Watch
for
things
like
that
and
make
them
fun
with
a
balance
of
business.
CONTESTS
Instagram
is
a
great
place
for
contests
and
giveaways
so
why
not
take
advantage
of
it?
Create
the
campaign
you
want
and
what
you
will
be
giving
away,
just
keep
it
simple.
The
most
popular
types
of
contests
involve
users
submitting
photos
of
them
using
your
product
or
possibly
sharing
a
picture
that
you
designate.
Don’t
forget
to
promote
the
right
contest
#hashtag.
REWARDS
Reward
your
followers
with
discounts.
Most
users
follow
your
company
because
they
like
your
product,
right?
Why
not
reward
them
for
it?
Happy
followers
are
more
likely
to
let
their
friends
know
that
they
should
be
following
you
too!
DISCOUNTS
Let’s
say
that
you
don’t
want
to
offer
a
discount
to
every
person
that
follows
you
though,
maybe
just
a
select
few
that
always
engage
with
you?
Take
advantage
of
Instagram
Direct
then.
Create
a
group
that
consists
of
your
best
followers
and
use
this
direct
messaging
feature
to
make
them
privy
of
discounts,
new
products
that
available,
etc.
LINK
TO
NOWHERE
Nothing
worse
than
seeing
something
that
you
want
and
then
has
to
search
endlessly
for
where
to
buy
it!
It’s
a
guaranteed
way
to
lose
business
as
people
lose
patience
quickly,
so
do
yourself
and
your
followers
a
favor
by
making
it
easy.
Simply
include
a
link
that
will
take
them
right
where
they
need
to
be
to
spend
that
money!
DON’T
OVER
SELFIE
Don’t
over
do
the
self-­‐promotion.
Obviously
the
primary
objective
is
to
sell
your
product
but
don’t
drive
it
down
your
followers
throats!
Posting
other
industry
related
photos
and
even
photos
that
show
your
personal
interests
is
a
great
addition,
as
they
can
give
a
glimpse
behind
the
curtain,
so
to
speak.
But
remember
that
everything
you
post,
on
any
social
network,
represents
your

37.
Page37
business
so
keep
it
respectable.
VIDEO
And
don’t
forget
about
those
videos.
The
new
Video
on
Instagram
feature
is
a
big
hit
with
its
length
and
filter
functionality.
Next,
be
sure
to
embed
your
Instagram
Video
on
your
blog
and
website.
You
know
what
you’re
doing
creating
that
cross
promotion
between
you’re
social
marketing
and
your
end
goals.

38.
Page38
Road
Map
for
Instagram
• Create
your
Instagram
for
Business
account
-­‐
It’s
easy
to
make
a
business
account
on
Instagram.
• Make
a
business
username
-­‐
Use
your
business
name
as
your
username.
If
it
is
taken,
choose
a
username
that
is
instantly
recognized
with
your
brand.
• Complete
your
profile
-­‐
Include
a
cool,
branded
photo,
a
short
informative
bio,
and
a
link
to
your
website.
• Connect
your
account
to
Facebook
-­‐
Instagram
is
owned
by
Facebook.
Connect
these
two
very
powerful
social
media
sites
to
boost
your
marketing
efforts.
• Make
an
Instagram
tab
on
your
Facebook
page
-­‐
this
enables
you
to
instantly
share
your
Instagram
photos
to
your
Facebook
Fans.
• Create
a
brand
specific
strategy
-­‐
Keep
your
Instagram
content
strategy
focused
on
your
brand’s
unique
way
of
seeing
the
world.
Instagram
is
a
photo
(and
now
video)
sharing
site.
Connect
your
business
with
your
‘tribe’
on
Instagram
in
a
consistent
and
particular
visual
way.
Use
Hashtags
• Use
hashtags
(#’s)
in
your
updates
-­‐
Hashtags
are
a
major
part
of
Instagram.
It’s
a
big
way
of
how
users
can
find
you
through
their
mobile
Instagram
searches.
Unlike
on
other
sites
(such
as
Twitter),
you’re
not
limited
by
character
count.
Include
a
few
tags
(but
not
too
many
-­‐
or
you’ll
look
desperate)
in
your
posts
to
get
connected.
• Use
brand
specific
#’s
-­‐
Include
your
business
name
in
some
of
your
post
hashtags.
Also,
use
unique
tags
for
particular
marketing
campaigns
you
run.
For
example,
if
you’re
hosting
a
photo
contest
on
Instagram,
make
a
unique
tag
just
for
that
campaign.
This
tactic
both
promotes
your
contest,
and
it
gives
your
consumers
a
distinct
tag
to
connect
with
others
participants
(so
they
can
see
their
competition!).
• Use
general
#’s
-­‐
Include
general
tags
on
your
posts,
to
be
found
for
your
products
or
lifestyle
posts.
For
example,
if
your
business
is
a
coffee
shop,
and
you
post
an
image
of
your
scrumptious
latte,
include
tags
like
#latte
or
even
#coffee.

39.
Page39
• Use
trending
#’s
-­‐
Trends
on
Instagram
can
happen
at
lightning
speed
-­‐
and
they
are
often
even
quicker
to
go.
If
you
spot
a
trend,
and
it
fits
with
your
brand,
use
it.
Your
post
could
literally
be
seen
by
thousands
of
interested
consumers
in
a
matter
a
minutes.
• Explore
and
engage
on
#’s
-­‐
Be
sure
to
keep
exploring
for
new
and
relevant
hashtags
on
Instagram.
Use
them
in
your
posts.
If
they
are
active
tags,
take
your
social
media
marketing
time
to
connect
with
users
of
it
by
loving
their
posts
and
commenting.
It
can
be
a
very
cool
way
to
get
connected
with
(and
market
to)
even
more
Instagram
users
around
the
world.
• Monitor
your
brand
#hashtags
-­‐
Your
consumers
are
using
your
tags
to
connect
with
you.
Be
sure
to
keep
checking
your
Instagram
#’s,
just
like
you
would
your
Facebook
Page
and
Twitter
mentions.
Respond
to
comments
and
concerns
quickly,
and
you’ll
build
happy
customer
relationships.
Focus
on
Your
Customers
• Make
your
followers
famous
-­‐
Share
follower’s
photos
on
your
social
sites.
Show
your
customers
you
appreciate
them
by
acknowledging
their
cool
photos,
and
share
them
with
your
Facebook
fan
or
Twitter
followers.
NOTE:
be
sure
to
ask
permission
to
use
their
photo
first!
• Embed
followers’
photos
-­‐
Instagram
now
enables
you
to
embed
Instagram
photos
on
your
website
and
other
sites.
Use
this,
like
Starbucks,
to
show
cool
images
of
your
brand
and
product
from
your
Instagram
followers
by
embedding
the
entire
post.
Make
sure
you
tell
them
you’re
showcasing
their
image,
to
make
them
feel
appreciated,
and
to
get
their
permission
to
use
it.
• Like
your
Follower’s
photos
-­‐
Acknowledge
your
customers’
awesomeness
by
liking
their
photos
-­‐
particularly
if
they
include
your
product,
or
emulate
your
brand.
• Comment
on
Followers’
photos
-­‐
Engage
with
your
consumers
by
commenting
on
cool
product
related
photos
they
post.
• Respond
to
comments
on
all
your
posts
-­‐
If
someone
comments
on
your
posts,
respond
to
them.
This
is
particularly
true
when
then
comment
is
a
question,
or
even
something
negative
about
your
brand.
• @mention
your
customers
-­‐
@mentioning
is
another
huge
part
of
Instagram.
@mention
your
followers,
your
customers,
and
any
other
user
with
great
photos
of
your
products.
You
show
appreciation
for
them,
and
you
get
to
engage
with
your
market.

40.
Page40
• @mention
celebrities
and
other
related
industry
leaders
-­‐
If
your
images
are
about
celebs
-­‐
let
them
know.
They
may
just
appreciate
it
enough
to
share
it
with
their
followers!
• Focus
on
engaging
your
customer
-­‐
Post
images
with
your
customer
in
mind.
Post
about
more
than
your
product.
Make
your
business
Instagram
about
lifestyle,
and
authentically
connecting
with
your
customers.
Show
Your
Stuff
• Be
creative
with
your
photos
-­‐
Use
filters
to
enhance
your
photos.
Use
cool
angles,
lighting
and
other
photography
tricks
-­‐
whether
you
hire
a
photographer,
or
learn
a
few
tricks
on
your
own.
Use
photoshop,
Diptic,
or
photoshake
to
edit
your
pics,
or
combine
a
number
of
photos
into
one.
• Make
videos
-­‐
Instagram
now
has
short
video
capabilities.
Use
this
to
make
15
second
videos
on
your
Instagram
feed.
• Post
photos
and
short
videos
of
your
products
-­‐
take
and
post
cool
photos
of
your
goods
to
share
with
Instagram
users.
• Show
your
products
authentically
-­‐
Show
photos
of
your
products
as
they
are
used
in
real
life.
• Show
your
products
creatively
-­‐
Be
cool
and
creative
on
this
hip
mobile
site.
• Show
your
brand
story
-­‐
post
cool
photos
and
videos
to
show
your
company’s
core
values
and
brand.
• Show
who
you
are
-­‐
feature
fun
photos
and
videos
of
your
employees.
Give
your
Instagrammers
a
behind
the
scenes
look
at
your
company.
This
makes
you
look
like
a
cool
company.
• Post
fun,
authentic
videos
of
your
CEO
-­‐
make
your
top
executives
look
personable.
Make
short,
quirky
videos
of
them
to
post
on
Instagram.
For
example,
get
them
show
one
thing
they
like
to
do
when
not
working,
or
doing
something
fun
at
the
office.
• Share
exclusive
content
-­‐
Use
your
Instagram
feed
to
show
photos
you
haven’t
shared
on
your
Facebook,
Twitter
or
blog
(and
vice
versa).
This
makes
your
followers
feel
special.
• Launch
a
product
live
on
Instagram
-­‐
If
you’re
launching
a
new
product,
taking
your
music
group
on
tour,
or
opening
a
new
store,
etc.
-­‐
do
it
live
on
Instagram.
For
example,
the
day
you
launch
your
product,
make
a
few
15
second
videos
of
you
and
staff
behind
the
scenes
preparing
for
the
launch,
and
the
actual
launch
with
excited
customers.
Post
this
to
Instagram.

41.
Page41
• Build
pre-­‐launch
momentum
-­‐
If
you’re
launching
a
new
product
through
Instagram,
be
sure
to
build
excitement.
Tease
your
followers
with
a
15
second
video
behind-­‐the-­‐scenes
looks
at
how
you’re
preparing
for
the
new
product
-­‐
without
giving
away
exactly
what
it
is.
• Show
your
post-­‐launch
staff
party
(or
clean
up)
-­‐
Dare
to
show
you
and
your
employees
authentically,
by
posting
a
short
video
of
you
after
a
product
launch.
• Partner
with
other
Brands
on
Instagram
-­‐
Whether
you’re
a
small
one-­‐
shop
business,
or
a
large
multinational,
you
have
relationships
with
other
businesses.
If
they’re
on
Instagram
too,
partner
up,
and
get
them
to
post
your
products
on
their
Instagram
feed.
• Ask
for
comments
on
your
photos
and
videos
-­‐
If
you
want
more
engagement
on
your
posts,
ask
for
it.
Questions
open
up
conversations.
Ask
your
followers
what
they
think
of
a
new
post
you
made,
and
more.
• Ask
questions
about
your
business
or
products
-­‐
Use
questions
to
get
your
people
talking
about
your
business.
For
example,
ask
your
Followers
if
they
have
used
your
product
today.
Add
a
unique
hashtag
and
give
your
consumers
a
hub
to
share
photos
of
how
they
used
your
goods
with
each
other.
• Ask
questions
about
lifestyles
-­‐
Ask
a
question
about
lifestyles
or
how
to
solve
common
problems.
For
example,
if
you’re
a
fashion
store
-­‐
ask
what
boots
your
followers
would
wear
with
a
new
line
of
jeans
you
have.
• Use
“fill
in
the
blank”
posts
-­‐
Make
updates
with
sentence
followers
can
complete.
For
example,
if
you
sell
groceries,
create
a
post
with
an
image
of
breakfast
cereals.
Include
a
“fill
in
the
blank”
post
such
as
“I
love
starting
my
day
with
a
bowl
of
______”.
• Use
photo
caption
posts
-­‐
Another
great
way
to
get
engagement
on
your
Instagram
posts
is
through
photo
caption
questions.
Take
a
cool
image
of
your
products,
or
something
related
to
your
brand
lifestyle.
Ask
your
followers
to
have
fun
by
captioning
it.
Tip:
You
can
even
make
a
photo
caption
contest,
to
entice
engagement
in
your
followers
through
a
cool
prize.
• Crowd
source
photos
-­‐
Ask
followers
to
submit
photos
of
how
they
use
your
product.
This
could
help
your
business
gain
customer
insight,
and
future
product
development
research.
It’s
pretty
easy
to
do,
but
you
may
need
to
up
the
ante.
To
entice
lots
of
consumers
to
give
you
their
photos,
run
an
Instagram
photo
contest.
Run
Instagram
Photo
Contests
• Run
photo
contests
-­‐
To
get
a
lot
of
user-­‐generated
content,
to
crowd
source
product
ideas,
or
to
just
get
your
fans
engaged
by
letting
them
share
their
best
photos
with
you
-­‐
run
cool
Instagram
photo
contests.

42.
Page42
Make
contest
themes
that
get
photos
and
videos
for
your
business
objectives.
• Run
Instagram
photo
contests
with
cool
prizes
-­‐
When
you
host
an
Instagram
photo
contest,
make
sure
your
prize
provides
the
right
incentive
to
get
your
customers
entering,
and
sharing
with
their
friends,
too.
The
right
prize
that
connects
with
your
market
can
easily
make
your
contest
go
viral.
• Run
Instagram
photo
contests
with
voting
-­‐
Include
a
voting
element
in
your
Instagram
photo
contest.
This
will
get
your
contestants
vying
for
the
most
votes.
They
will
spread
the
word
about
your
contest
to
their
friends,
and
friends
of
friends.
Make
Use
of
Mobile
• Geotag
your
posts
-­‐
Target
your
local
consumers
by
using
Photo
Map
to
tag
where
you
are.
• Bring
offline
online
-­‐
use
QR
codes
to
entice
your
in-­‐store
traffic
to
engage
with
you
instantly
on
Instagram.
Entice
them
with
group
offers
and
coupon
codes.
• Bring
offline
events
online
-­‐
Are
you
hosting
a
live
event?
Promote
a
hashtag
for
attendees
to
use
to
share
their
photos
of
it.
• Bring
online
offline
-­‐
Host
an
Instagram
meetup
to
engage
in
real
life
with
local
Instagram
enthusiasts
-­‐
and
potential
customers.
Improve
Your
ROI
• Post
consistently
-­‐
Regardless
of
your
follower
count,
post
consistently.
This
gets
your
brand
seen
regularly
by
your
followers.
They
will
be
more
apt
to
become
more
regular
customers
this
way
too.
• Determine
post
frequency
-­‐
You
might
need
to
post
2-­‐3
times
a
day,
or
2-­‐3
times
a
week.
Monitor
your
account
to
determine
your
post
frequency.
• Find
your
perfect
Instagram
posting
time
-­‐
Not
all
brands
have
the
same
best
time
to
post
on
Instagram.
Not
all
products
do
either.
Use
analytic
tools
to
monitor
when
your
photos
are
getting
liked
and
commented
on.
Find
out
when
your
hashtags
are
being
used.
Then
post
your
fresh
content
at
these
most
active
times.
• Monitor
your
Instagram
results
-­‐
use
third
party
analytics,
or
track
your
followers,
your
hashtag
post
numbers,
your
post
likes
and
comments.
• Continuously
improve
-­‐
Based
on
your
content
results,
keep
improving

43.
Page43
your
photo
and
video
posts.
If
a
particular
type
of
image
drives
tons
of
engagement,
keep
using
those
types
of
posts.
If
using
general
hashtags
get
your
posts
interacted
with
a
lot,
keep
searching
for
and
using
general
hashtags.
• Keep
on
top
of
Instagram
trends
-­‐
Instagram
is
constantly
developing
new
and
innovative
ways
to
engage
on
this
application.
Keep
learning
to
stay
knowledgeable
about
the
coolest
ways
to
connect.
Running
an
Instagram
Photo
Contest
Run
weekly
and
monthly
contest
because
this
will
build
momentum
for
us,
as
the
contest
spreads
through
“online
word-­‐of-­‐mouth”
via
our
contestants
social
networks.
If
we’re
giving
something
away
every
week,
we’ll
build
a
habit
in
your
consumers.
• Goal
–
To
engage
them
and
to
build
trust/interest
among
the
users
so
that
they
can
create
user
generated
content
for
the
brand.
• Target
market
-­‐
Our
Consumers
and
the
age
group
of
20-­‐35.
• Prize
-­‐
The
prize
of
a
contest
is
what
gives
people
motivation
to
enter.
o Weekly
–
Gift
Vouchers,
Discount
Vouchers
o Monthly
–
A
holiday
trip
to
Bangkok
• Type
of
Contest
–
Photo
contest
and
Video
Contest
• Theme
of
the
Contest
-­‐
Every
weekly
and
monthly
contest
will
be
having
different
themes
for
example
monsoon
is
going
on
these
days
so
we
can
create
a
theme
MONSOON
TIME
and
then
later
on
according
to
the
upcoming
seasons
and
festivals.
• Create
Hastag
for
a
specific
theme
for
example
#monsoontime
• Make
a
campaign
specific
hashtag
-­‐
Create
a
hashtag
for
your
promotional
campaign.
Hashtags
are
super
important
on
Instagram
-­‐
it’s
an
amazing
way
to
connect
with
any
Instagrammer.
Using
a
unique
tag
for
our
campaign,
we
can
make
a
community
for
our
entrants
and
everyone
who
enters
can
see
the
other
photos
directly
on
their
mobile
Instagram
search.
• Make
an
attention
grabbing
title
-­‐
Make
a
title
for
your
contest
that
grabs
people’s
interest.
Include
the
prize
you’re
giving,
your
company

44.
Page44
name,
and
your
contest
theme.
Keep
it
short
and
witty
-­‐
as
best
you
can.
• Create
an
appealing
visual
of
your
prize
-­‐
The
prize
is
very
important
for
the
success
of
your
marketing.
Get
or
make
a
cool
image
of
your
incentive,
and
include
it
in
your
contest
and
contest
promotional
material.
• Include
details
about
your
contest
rules
-­‐
Make
sure
you
include
the
details
of
your
contest,
such
as
when
it
starts
and
ends,
what
the
photo
theme
is,
and
the
mandatory
use
of
your
campaign
hashtag.
If
you
have
more
legal
stuff
you
need
to
include.
• How
a
winner
will
be
chosen
–
User
having
the
maximum
likes
and
comments
will
be
declared
as
a
winner.
• Promote
the
contest
via
emails,
messages,
and
social
networks.

45.
Page45
Appendix
Questionnaire:
Consumer
Behavior
for
Online
Shopping
Name:
……………………………………………
Age:
o 16-­‐25
o 26-­‐30
o 31-­‐39
o 40-­‐45
o Other……………….
Sex:
o Male
o Female
City/Current
Location:
……………………………………………
Occupation:
o Student
o Professional
o Self
Employed
o Business
o Other…………………….
You
have
been
using
Internet
for:
o Less
than
1
year
o 1
to
2
year
o 2
to
3
year
o More
than
3
years
Time
spend
on
Internet
in
a
day:
o 0
-­‐
30
min
o 30
-­‐
60
min
o 1
-­‐
2
hour
o More
than
2
hour
You
use
Internet
services
for:
o E-­‐Newspaper/Magazine
o Research/Education
o Product/Service
Information