Drashti Winter Project.pdf

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A
PROJECT REPORT
ON
“MEASURING THE EFFICIENCY OF VARIOUS MEDIUMS OF ADVERTISING
TOWARDS CONSUMER BUYING BEHAVIOUR OF GOOGLE PRODUCTS AND
SERVICES IN NAVSARI”
SUBMITTED BY:
DRASHTI ARUN PATEL
T.Y.B.B.A.
(MARKETING)
ROLL NO: 90
UNDER THE GUIDANCE OF:
MR. SHREYAS TRIVEDI
SUBMITTED TO:
S.S. AGRAWAL COLLEGE OF COMMERCE AND
MANAGEMENT,
NAVSARI -396445
IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR
THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION
AFFILIATED TO:
VEER NARMAD SOUTH GUJARAT UNIVERSITY
ACADEMIC YEAR:
2021-2022

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DECLARATION
I, undersigned, hereby declare that this project report entitled “MEASURING THE
EFFICIENCY OF VARIOUS MEDIUMS OF ADVERTISING TOWARDS
CONSUMER BUYING BEHAVIOUR OF GOOGLE PRODUCTS AND SERVICES IN
NAVSARI” is written and submitted by Patel Drashti to S. S. AGRAWAL COLLEGE OF
COMMERCE AND MANAGEMENT, NAVSARI towards the partial fulfillment of the BBA
in the year 2022.
This is my original work and the report here is based on the knowledge and material provided
by various mediums and a questionnaire created by me. This project report will be submitted
to VEER NARMAD SOUTH GUJARAT UNIVERSITY only and not to any other university.
PLACE: NAVSARI DRASHTI PATEL
DATE: (T.Y.B.B.A)

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ACKNOWLEDGEMENT
I am highly indebt to the grace of one Universal Being. Therefore, I would like to concentrate
myself before the Supreme Being for the mental strength He bestowed on me to go through
the ups and downs of my life.
I would like to express my sincere thanks to our college
S.S. AGRAWAL COLLEGE OF COMMERCE AND MANAGEMENT
and to our principal,
Mrs. Reema Parekh,
for giving me a golden opportunity to work on the project.
It is my privilege to express deep sense of gratitude to my guide,
Mr. Shreyas Trivedi,
for his valuable guidance, necessary suggestions, essential encouragement and much needed
support throughout the course of this project, which made this endeavor a complete success.
I would like to sincerely thank all my teachers who helped me in this project.
I owe my heartily thanks to my family and friends who have supported me throughout this
project in one or the other way.
PLACE: NAVSARI DRASHTI PATEL
DATE: (T.Y.B.B.A)

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TABLE OF CONTENTS
CHAPTER PARTICULARS PAGE NUMBER
1. Industry Profile 1.
2. Introduction to the Company 7.
3. Theoretical Framework 24.
4. Review of Literature 60.
5. Objectives of the Study 68.
6. Limitations of the Study 70.
7. Research Methodology 72.
8. Data Analysis 80.
9. Major Findings 130.
10. Conclusion 134.
11. Recommendations 136.
12. Bibliography 138.
13. Appendix 142.

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LIST OF FIGURES
Figure 1: Showing the percentage of respondents based on their Age Group. ...................... 81
Figure 2 : Showing the percentage of respondents based on their Gender. ........................... 81
Figure 3 : Showing the percentage of respondents based on their Occupation...................... 82
Figure 4 : Showing the percentage of respondents based on the time they spend on using Google
products/services................................................................................................................. 83
Figure 5 : Showing the percentage of respondents who are aware about advertisements done
for Google........................................................................................................................... 85
Figure 6 : Showing the percentage of respondents who have seen advertisements for particular
product/service of Google. .................................................................................................. 87
Figure 7 : Showing the percentage of respondents who have seen advertisements for Google
on which medium................................................................................................................ 90
Figure 8 : Showing the percentage of respondents who are aware about various advertising
campaigns of Google........................................................................................................... 93
Figure 9 : Showing the percentage of respondents based on whether advertisements for Google
catch their attention or not................................................................................................... 96
Figure 10 : Showing the percentage of respondents based on whether the advertisements for
Google are accurate or not................................................................................................... 98
Figure 11 : Showing the percentage of respondents based on which factor influences them to
use Google products/services. ........................................................................................... 100
Figure 12 : Showing the percentage of respondents based on which medium of advertisement
best reflect their lifestyle. .................................................................................................. 102
Figure 13 : Showing the percentage of respondents based on which component of Google
advertisement catches their attention. ................................................................................ 105
Figure 14 : Showing the percentage of rating given to each of the given factors of the
advertising medium........................................................................................................... 108
Figure 15 : Showing the percentage of rating given to the particular statement. ................. 113
Figure 16 : Showing the percentage of rating given to the particular statement. ................. 116
Figure 17 : Showing the percentage of rating given to the influence of advertisement for Google
on Consumer Buying Behavior.......................................................................................... 119

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Figure 18 : Showing the percentage of rating given respondents based on whether
advertisement for Google changed their opinion or not...................................................... 122
Figure 19 : Showing the percentage of respondents based on whether Google needs to advertise
itself or not........................................................................................................................ 124
Figure 20 : Showing the percentage of respondents based on whether Google needs to improve
its efforts in advertising itself or not. ................................................................................. 126
Figure 21 : Showing the percentage of respondents based on which factors of advertisement
for Google need to be improved. ....................................................................................... 128

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LIST OF TABLES
Table 1 : Showing the number of respondents based on their Age Group............................. 81
Table 2 : Showing the number of respondents based on their Gender. ................................. 82
Table 3 : Showing the number of respondents based on their Occupation. ........................... 82
Table 4 : Showing the number of respondents based on the time they spend on using Google
Table 5 : Showing the number of respondents based on the time they spend on using Google
Table 6 : Showing the number of respondents who are aware about advertisements done for
Google. ............................................................................................................................... 85
Table 7 : Showing the number of respondents who are aware about advertisements done for
Google. ............................................................................................................................... 86
Table 8 : Showing the number of respondents who have seen advertisements for particular
Table 9 : Showing the number of respondents who have seen advertisements for particular
Table 10 : Showing the number of respondents who have seen advertisements for Google on
which medium..................................................................................................................... 90
Table 11 : Showing the number of respondents who have seen advertisements for Google on
which medium..................................................................................................................... 91
Table 12 : Showing the number of respondents who are aware about various advertising
Table 13 : Showing the number of respondents who are aware about various advertising
Table 14 : Showing the number of respondents based on whether advertisements for Google
Table 15 : Showing the number of respondents based on whether advertisements for Google
Table 16 : Showing the number of respondents based on whether the advertisements for Google
are accurate or not............................................................................................................... 98

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Table 17 : Showing the number of respondents based on whether the advertisements for Google
are accurate or not............................................................................................................... 99
Table 18 : Showing the number of respondents based on which factor influences them to use
Google products/services................................................................................................... 100
Table 19 : Showing the number of respondents based on which factor influences them to use
Google products/services................................................................................................... 101
Table 20 : Showing the number of respondents based on which medium of advertisement best
reflect their lifestyle. ......................................................................................................... 102
Table 21 : Showing the number of respondents based on which medium of advertisement best
reflect their lifestyle. ......................................................................................................... 103
Table 22 : Showing the number of respondents based on which component of Google
Table 23 : Showing the number of respondents based on which component of Google
Table 24 : Showing the number of ratings given to each of the given factors of the advertising
medium............................................................................................................................. 108
medium............................................................................................................................. 109
medium............................................................................................................................. 109
medium............................................................................................................................. 109
medium............................................................................................................................. 110
medium............................................................................................................................. 110
medium............................................................................................................................. 110
medium............................................................................................................................. 111
Table 32 : Showing the number of rating given to the particular statement. ....................... 113

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Table 36 : Showing the number of rating given to the influence of advertisement for Google on
Consumer Buying Behavior. ............................................................................................. 119
Table 37 : Showing the number of rating given to the influence of advertisement for Google on
Consumer Buying Behavior. ............................................................................................. 120
Table 38 : Showing the number of rating given respondents based on whether advertisement
for Google changed their opinion or not. ........................................................................... 122
Table 39 : Showing the number of rating given respondents based on whether advertisement
for Google changed their opinion or not. ........................................................................... 123
Table 40 : Showing the number of respondents based on whether Google needs to advertise
itself or not........................................................................................................................ 124
Table 41 : Showing the number of respondents based on whether Google needs to advertise
itself or not........................................................................................................................ 124
Table 42 : Showing the number of respondents based on whether Google needs to improve its
efforts in advertising itself or not....................................................................................... 126
Table 43 : Showing the number of respondents based on whether Google needs to improve its
efforts in advertising itself or not....................................................................................... 127
Table 44 : Showing the number of respondents based on which factors of advertisement for
Google need to be improved.............................................................................................. 128
Table 45 : Showing the number of respondents based on which factors of advertisement for
Google need to be improved.............................................................................................. 129

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LIST OF APPENDICES
APPENDIX PARTICULARS PAGE NUMBER
I Questionnaire 143.
II Graphical Data Of Google’s Advertising Expenditure 151.
III News Articles On Google’s Advertising Expenditure 152.
IV QR Code Of Questionnaire 153.

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1. ARTIFICIAL INTELLIGENCE
Artificial Intelligence or AI is a field of Data Science that trains machines to learn from inputs,
adjust to inputted fields and criteria, and perform tasks of computational logic that match
certain human cognitive levels, such as "learning" and "problem solving".
AI applications include advanced web search engines (e.g., Google), recommendation
systems (used by YouTube, Amazon and Netflix), understanding human speech (such
as Siri and Alexa), self-driving cars (e.g., Tesla), automated decision-making and competing
at the highest level in strategic game systems (such as chess and Go).
2. ADVERTISING
Advertising is a marketing communication that employs an openly sponsored, non-personal
message to promote or sell a product, service or idea. It is a means of communication with the
users of a product or service. Advertisements are messages paid for by those who send them
and are intended to inform or influence people who receive them.
Advertising is communicated through various mass media, including traditional media such as
newspapers, magazines, television, radio, outdoor advertising or direct mail; and new
media such as search results, blogs, social media, websites or text messages. The actual
presentation of the message in a medium is referred to as an advertisement (advert or ad for
short)
3. CLOUD COMPUTING
Cloud computing is the method of running application software and storing related data in
central computer systems and providing customers or other users access to them through
the Internet. It is the on-demand availability of computer system resources, especially data
storage (cloud storage) and computing power, without direct active management by the user.
In simple terms, cloud computing is a range of services delivered over the internet, or “the
cloud.” Instead of buying, owning, and maintaining physical data centers and servers, one can
access technology services, such as computing power, storage, and databases, on an as-needed
basis from a cloud provider.

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4. COMPUTER SOFTWARE
Computer software is a programming code executed on a computer processor. The code can be
machine-level code, or a code written for an operating system.
An operating system is a software intended to provide a predictable and dependable layer for
other programmers to build other software on, which are known as applications. Operating
systems can be found on all smart phones, tablets, and desktop computers. These systems give
the device the functionality it needs.
Basically, software is the computer logic computer users interact with.
5. COMPUTER HARDWARE
Computer hardware are the physical components that a computer system requires to function.
It encompasses everything with a circuit board that operates within a PC or laptop; including
the motherboard, graphics card, CPU (Central Processing Unit), ventilation fans, webcam,
power supply, and so on.
Hardware is typically directed by the software to execute any command or instruction.
6. INTERNET
The Internet is the global system of interconnected computer networks that uses the Internet
protocol suite to communicate between networks and devices.
It is a network of networks that consists of private, public, academic, business, and government
networks of local to global scope, linked by a broad array of electronic, wireless, and optical
networking technologies.
The Internet carries a vast range of information resources and services, such as the inter-
linked hypertext documents and applications of the World Wide Web (WWW), electronic
mail, telephony, and file sharing.

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CURRENT SCENARIO OF THE INDUSTRIES IN INDIA
1. ARTIFICIAL INTELLIGENCE
The Indian Artificial Intelligence market is valued at $7.8 Billion as of July – August 2021.
This represents a 22% increase in size of market over 2020.
For many years now, Google has been advancing applications in fields like Machine Learning,
Natural Language Understanding, Computer Vision, Software Engineering and Multi-agent
Systems. To take this to the next level, Google started an AI lab in Bangalore, called Google
Research.
Google Research classifies its work in AI across different categories, and not based on any
existing Google products.
One category is AI for social good where instead of working with Google product groups, the
India research unit works with NGOs and asks what some of the biggest problems that the non-
profits are dealing with and see if AI can be applied to make a difference.
Another critical aspect that Google AI research is focusing on is transforming healthcare using
artificial intelligence. It is using and making AI models for preventative measures so that
quality healthcare infrastructure can be achieved but with minimal costs, something the nation
is desperate for.
Google Research India has also been working to predict floods in India. Google launched its
flood forecasting pilot project in the Patna area of India, with the purpose of producing accurate
real-time flood forecasting knowledge and warnings to those in the concerned districts.
2. ADVERTISING
In 2020, the Indian advertising industry was valued at over 564 billion Indian rupees and it was
projected to reach up to 700 billion rupees by 2022. The industry had grown at a rate of 11.59%
in the given time frame, and was poised for further growth on the back of rapid digitalization
in the upcoming years.
According to latest reports, the combined ad revenues of Google and Facebook at Rs. 23,213
crores is higher than the combined ad revenues of the top ten listed traditional media companies
at Rs. 8,396 crores.

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Tech giant Google India's gross sales from the sale of advertisement space has jumped 21.36%
to Rs 13,886.7 crores for the fiscal year that ended on 31st March 2021 as against Rs 11,442.3
crores in the previous fiscal year, according to financial data accessed by business intelligence
platform, Tofler.
3. CLOUD COMPUTING
Cloud continues to be the foundational pillar for innovation, collaboration, and digital
transformation and is witnessing an accelerated adoption by enterprises in India. Organizations
in India cite increased investment plans for cloud infrastructure and platforms in the coming
12 months to aid in faster and more effective ways of application development and access to
technologies.
Global cloud computing companies are increasingly expanding their footprint in India to ride
on the digital transformation wave accelerated due to the pandemic.
Google had launched a cloud region in Mumbai in 2017. Delhi-NCR will be the 10th region
in Asia-Pacific and the 25th globally. The new region will allow Google Cloud customers
operating in India to benefit from lower latency and higher performance of their cloud-based
workloads and data.
4. COMPUTER SOFTWARE
Indian software product industry is expected to reach US$ 100 billion by 2025. Indian
companies are focusing to invest internationally to expand global footprint and enhance their
global delivery centers.
Software developed by Google includes almost all Google programs and applications.
Chrome OS is a proprietary software. The share of Chrome OS in desktop operating system
market across India was about 0.19% in the month of August 2021. This figure represents a
slight increase in the share of Chrome OS from August 2020 in the country.
5. COMPUTER HARDWARE
In fiscal year 2021, the value of computer hardware production in India was around 220 billion
Indian rupees. There has been a continuous increase in the production value of computer
hardware in the country.

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Tech giant Google is betting big on Indian market and bringing in hardware products from its
global portfolio to the country to cash in on the growing demand for smart devices.
Google launched its Google Nest Hub in India and already offers devices like Pixel smart
phones, Chromecast (streaming device), Google Home (smart speaker) and Google Daydream
View (VR headset).
6. INTERNET
In the last 12-18 months, the internet has become the most critical enabler for both businesses
and consumers. The Indian internet industry is estimated to be worth $160 billion by 2025,
which is three times its current value.
Google is reportedly in talks with telecom companies Airtel and Jio to introduce high-speed
internet and telecom connectivity using light beams.
Interestingly, the number of Indians using Google voice queries daily is nearly two times the
global average.
With the COVID-19 pandemic bringing about a huge boom in the digital payments sector,
Google India claims that the overall value of transactions on UPI has now crossed $1 trillion
on an annualized basis with Google Pay driving more than $400 billion worth of transactions
and 15 billion transactions on an annualized basis.
On the education front, Google plans to launch features to make the Google classroom offline
experience seamless.

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CHAPTER 2
INTRODUCTION TO THE COMPANY

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Google LLC is an American multinational technology company that specializes in Internet-
related services and products, which include online advertising technologies, a search
engine, cloud computing, software, and hardware. It is considered one of the Big
Five companies in the American information technology industry, along
with Amazon, Apple, Meta, and Microsoft.
Google LLC
Logo
Google's headquarters, the Googleplex
Type Subsidiary (LLC)
Industry  Artificial intelligence
 Advertising
 Cloud computing
 Computer software

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 Computer hardware
 Internet
Founded September 4, 1998; 23 years ago, in Menlo Park, California, United States
Founders  Larry Page
 Sergey Brin
Area served Worldwide
Key people  Sundar Pichai (CEO)
 Ruth Porat (CFO)
 Thomas Kurian (CEO, Google Cloud Platform)
 Prabhakar Raghavan (SVP, search, ads, and e-commerce)
Number of employees 139,995 (2021)
Parent Alphabet Inc.
Website google.com

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Google was founded on September 4, 1998, by Larry Page and Sergey Brin.
In 2015, Google was reorganized as a wholly-owned subsidiary of Alphabet Inc., and is
a holding company for Alphabet's Internet properties and interests. Sundar Pichai was
appointed CEO of Google on October 24, 2015, replacing Larry Page, who became the CEO
of Alphabet. On December 3, 2019, Pichai also became the CEO of Alphabet.
 VISION AND MISSION STATEMENTS
 VISION: “To provide access to the world’s information in one click.”
 MISSION: “Organize the world’s information and make it universally accessible and
useful.”
 CORPORATE IDENTITY
The name "Google" originated from a misspelling of "googol", which refers to the number
represented by a “1” followed by one-hundred zeros. Page and Brin chose their systems name,
Google, because it is a common spelling of googol, or 10100
and it fits well with their goal of
building very large-scale search engines.
The Google Services segment provides products and services, such as ads, Android, Chrome,
Google Maps, Google Play, Search, and YouTube; subscription-based products; and Fitbit
wearable devices, Google Nest home products, Pixel phones, and other devices, as well as in-
app purchases and digital content.

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The Google Cloud segment offers infrastructure, platform, and other services; Google
Workspace that include cloud-based collaboration tools for enterprises, such as Gmail, Docs,
Drive, Calendar and Meet; and other services for enterprise customers.
The Other Bets segment sells health technology and internet services, as well as licensing and
research and development services.
The company's rapid growth since incorporation has included products, acquisitions, and
partnerships beyond Google's core search engine (Google Search). It offers services designed
for work and productivity (Google Docs, Google Sheets, and Google Slides), email (Gmail),
scheduling and time management (Google Calendar), cloud storage (Google Drive), instant
messaging and video chat (Google Duo, Google Chat, and Google Meet), language translation
(Google Translate), mapping and navigation (Google Maps, Waze, Google Earth, and Street
View), podcast hosting (Google Podcasts), video sharing (YouTube), blog publishing
(Blogger), note-taking (Google Keep and Jamboard), and photo organizing and editing
(Google Photos). The company leads the development of the Android mobile operating system,
the Google Chrome web browser, and Chrome OS (a lightweight, proprietary operating system
based on the free and open-source Chromium OS operating system).
Google has moved increasingly into hardware; from 2010 to 2015, it partnered with major
electronics manufacturers in the production of its Google Nexus devices, and it released
multiple hardware products in 2016, including the Google Pixel line of smart phones, Google
Home smart speaker, and Google Wifi mesh wireless router. Google has also experimented
with becoming an Internet carrier (Google Fiber and Google Fi).
Google.com is the most visited website worldwide. Several other Google-owned websites also
are on the list of most popular websites, including YouTube and Blogger.
 OFFICE LOCATIONS
Google's headquarters in Mountain View, California is referred to as "the Googleplex", a play
on words on the number googolplex and the headquarters itself being a complex of buildings.
Google's Global Offices sum a total of 85 Locations worldwide. The Asia Pacific region counts
with 18 offices principally in India and China, and the Africa Middle East region counts 5
offices.

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CHRONOLOGY
 EARLY YEARS
Google began in January 1996 as a research project by Larry Page and Sergey Brin when they
were both PhD students. An unofficial "third founder", Scott Hassan, the original lead
programmer who wrote much of the code for the original Google Search engine left before
Google was officially founded as a company.
While conventional search engines ranked results by counting how many times the search terms
appeared on the page, they theorized about a better system that analyzed the relationships
among websites. They called this algorithm PageRank; it determined a website's relevance by
the number of pages, and the importance of those pages that linked back to the original site.
Page and Brin originally nicknamed the new search engine "BackRub", because the system
checked backlinks to estimate the importance of a site. Eventually, they changed the name
to “Google”, picked to signify that the search engine was intended to provide large quantities
of information.
The domain name www.google.com was registered on September 15, 1997, and the company
was incorporated on September 4, 1998.
 GROWTH
In 2000, Google began selling advertisements associated with search keywords.
In June 2000, it was announced that Google would become the default search engine provider
for Yahoo!, one of the most popular websites at the time, replacing Inktomi.
By 2006, the name "Google" had found its way into everyday language.
Additionally, in 2001 Google's Investors felt the need to have a strong internal management,
and they agreed to hire Eric Schmidt as the chairman and CEO of Google.
On November 13, 2006, Google acquired YouTube.
On March 11, 2008, Google acquired DoubleClick, transferring valuable relationships that it
had with Web publishers and advertising agencies.

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By 2011, Google was handling approximately 3 billion searches per day. To handle this
workload, Google built 11 data centers around the world with several thousand servers in each.
In May 2011, the number of monthly unique visitors to Google surpassed one billion for the
first time.
In May 2012, Google acquired Motorola Mobility for $12.5 billion, in its largest acquisition to
date.
 2012 ONWARDS
In June 2013, Google acquired Waze. Its social features, such as its crowdsourced location
platform, were reportedly valuable integrations between Waze and Google Maps, Google's
own mapping service.
Google announced the launch of a new company, called Calico, on September 19, 2013, to be
led by Apple Inc. chairman Arthur Levinson.
On January 26, 2014, Google announced it had agreed to acquire DeepMind Technologies, a
privately held artificial intelligence company from London. It aids in Google's recent growth
in the artificial intelligence and robotics community.
On August 10, 2015, Google announced plans to reorganize its various interests as
a conglomerate named Alphabet Inc.
Google became Alphabet's largest subsidiary and the umbrella company for Alphabet's Internet
interests.
According to Interbrand's annual Best Global Brands report, Google has been the second most
valuable brand in the world (behind Apple Inc.) in 2013, 2014, 2015, and 2016, with a
valuation of $133 billion.
On March 19, 2019, Google announced that it would enter the video game market, launching
a cloud gaming platform called Google Stadia.
In April 2020, due to the COVID-19 pandemic, Google announced several cost-cutting
measures. Such measures included slowing down hiring for the remainder of 2020, except for
a small number of strategic areas, recalibrating the focus and pace of investments in areas like
data centers and machines, and non-business essential marketing and travel.

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PRODUCTS AND SERVICES
 SEARCH ENGINE
Google indexes billions of web pages to allow users to search for the information they desire
through the use of keywords and operators. In May 2017, Google enabled a new "Personal" tab
in Google Search, letting users search for content in their Google accounts' various services,
including email messages from Gmail and photos from Google Photos.
Google launched its Google News service in 2002, an automated service which summarizes
news articles from various websites. Google also hosts Google Books, a service which searches
the text found in books in its database and shows limited previews or and the full book where
allowed.
 ADVERTISING
Google generates most of its revenues from advertising. This includes sales of apps; purchases
made in-app, digital content products on Google and YouTube, Android and licensing and
service fees, including fees received for Google Cloud offerings.
In addition to its own algorithms for understanding search requests, Google uses technology
from its acquisition of DoubleClick, to project user interest and target advertising to the search
context and the user history.
In 2007, Google launched "AdSense for Mobile", taking advantage of the emerging mobile
advertising market.
Google Analytics allows website owners to track where and how people use their website.
Google Ads allows advertisers to display their advertisements in the Google content network,
through a cost-per-click scheme. Google Search Console allows webmasters to check the
sitemap, crawl rate, and for security issues of their websites, as well as optimize their website's
visibility.

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 CONSUMER SERVICES
1. WEB-BASED SERVICES
Google offers Gmail, Google Calendar, Google Maps, navigation and satellite
imagery, Google Drive for cloud storage of files, Google Docs, Sheets and Slides, Google
Photos, Google Keep, Google Translate, YouTube, Google My Business, and Duo.
In March 2019, Google unveiled a cloud gaming service named Stadia. A job search product
has also existed since before 2017, Google for Jobs is an enhanced search feature that
aggregates listings from job boards and career sites.
Google Earth, launched in 2005, allowed users to see high-definition satellite pictures from all
over the world for free through a client software downloaded to their computers.
2. SOFTWARE
Google develops the Android mobile operating system, as well as its smart watch,
television, car, and Internet of things-enabled smart devices variations.
It also develops the Google Chrome web browser, and Chrome OS, an operating system based
on Chrome.
3. HARDWARE
In January 2010, Google released Nexus One, the first Android phone under its own brand until
its eventual discontinuation in 2016, replaced by a new brand called Pixel.
In 2011, the Chromebook was introduced, which runs on Chrome OS.
In July 2013, Google introduced the Chromecast dongle, which allows users to stream content
from their smart phones to televisions.
In June 2014, Google announced Google Cardboard, a simple cardboard viewer that lets user
place their smart phone in a special front compartment to view virtual reality (VR) media.
Other hardware products include:
 Nest, a series of voice assistant smart speakers that can answer voice queries, play
music, find information from , and control third-party smart home appliances.
 Nest Wifi (originally Google Wifi), a connected set of Wi-Fi routers to simplify and
extend coverage of home Wi-Fi.

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 ENTERPRISE SERVICES
Google Workspace is a monthly subscription offering for organizations and businesses to get
access to a collection of Google's services.
On September 24, 2012, Google launched Google for Entrepreneurs, a largely not-for-
profit business incubator providing startups with co-working spaces known as Campuses, with
assistance to startup founders that may include workshops, conferences, and mentorships.
On March 15, 2016, Google announced the introduction of Google Analytics 360 Suite, "a set
of integrated data and marketing analytics products, designed specifically for the needs of
enterprise-class marketers" which can be integrated with BigQuery on the Google Cloud
Platform. The suite competes with existing marketing cloud offerings by companies
including Adobe, Oracle, Salesforce, and IBM.
 INTERNET SERVICES
In February 2010, Google announced the Google Fiber project, with experimental plans to
build an ultra-high-speed broadband network for 50,000 to 500,000 customers in one or more
American cities.
In April 2015, Google announced ‘Project Fi’, a mobile virtual network operator that combines
Wi-Fi and cellular networks from different telecommunication providers in an effort to enable
seamless connectivity and fast Internet signal.

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HOW GOOGLE CLASSIFIES IT’S PRODUCTS AND SERVICES

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MAJOR COMPETITORS OF GOOGLE
 SEARCH ENGINE COMPETITORS:
1. Bing
2. Yahoo!
3. DuckDuckGo
4. Baidu
5. Yandex
6. Mozilla Firefox
 ADVERTISING COMPETITORS:
1. Facebook
2. Amazon
3. Alibaba
 SMARTPHONE COMPETITORS:
1. Apple
2. Samsung
3. Huawei
 CLOUD COMPUTING COMPETITORS:
1. Amazon Web Services
2. Microsoft Azure
3. Alibaba Cloud
 VIDEO-SHARING AND STREAMING SERVICES COMPETITORS:
1. Amazon Fire TV
2. TikTok
3. Instagram

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CHAPTER 3
THEORETICAL FRAMEWORK

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 ADVERTISING
Advertising is the non-personal communication of information usually paid for and usually
persuasive in nature about products, services or ideas by identified sponsors through various
media.
 ADVERTISING MEDIA
Advertising media is the medium through which an advertisement is delivered to the public. It
carries messages, stories or points regarding the product that is being advertised. It is a highly
informative way to reach the masses.
It can be used to showcase the content that is promotional and that is communicated in the best
way with the help of many methods. These methods include speech, text, videos, images, and
much more.
 ROLE OF ADVERTISING MEDIA
Advertising Media plays a significant role in binding the direct communication relationship
between the seller and the buyer.
By leveraging the right kinds of advertising media, marketers can engage with different
audiences in distinct ways. For example, social media encourages customers to begin a
dialogue, while television distributes messages through one-way communication.
As a result, media planners must closely evaluate which channels offer the greatest amount of
benefits for the least relative cost. Each advertising medium should be chosen based on the
goals of the campaign and the channel’s ability to reach a target audience.

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 TYPES OF ADVERTISING MEDIA
Selection of the perfect advertising media where the advertisements will be presented is really
important for the success of the marketing campaign. There are several advertising mediums
which can be categorized under four major heads:
 Print Advertising
 Broadcast Advertising
 Outdoor Advertising
 Digital Advertising
1. PRINT ADVERTISING
Print Media is one of the earliest and most fundamental kinds of public communication. The
contribution of print media in providing information and transfer of knowledge is remarkable.
Even after the advent of electronic media, the print media has not lost its charm or relevance.
Print media includes newspapers, newsletters, magazines, books, and literary works in any
form, brochures or other types of publications, and advertising materials, including packaging,
photographs, and digital images.
Print media has always been a very popular means of advertising due to its wide coverage and
low cost. It has the advantage of making a longer impact on the minds of the reader, with more
in-depth reporting and analysis.
The advertising space in newspapers and magazines is sold on basis of area covered, placement
and the readership of the publication. The more the popularity of a particular publication, the
higher would be the cost of advertising in it.
(A) NEWSPAPER ADVERTISING
Newspaper advertising has been around longer than any other form of advertising we see today
and is still the first kind of advertising that businesses think about doing. Newspaper advertising
simply means advertising a business through ads on publications in print or digital form.
They're a good way to reach a large number of people, especially those aged 45-plus who tend
to read the paper more frequently than younger demographic groups. The advertiser can target

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their ads to the appropriate markets by requesting that those ads run in the section(s) that most
closely relate to the target audience, be it sports, lifestyle or business.
While selecting a newspaper for advertising purpose, an advertiser has to take into
consideration the strength of circulation, the class of readers it serves, the geographical region
over which it is popular and the cost of space.
Like all forms of advertising, print ad costs will depend on a lot of things: the size of the ad(s),
what publication(s) to use, what sections of the paper(s) one wants their ads in, the frequency
to run the ads, and the use of color in the ads.
(B) MAGAZINE ADVERTISING
Magazines or periodicals are an excellent medium of advertisement when high quality of
printing in color is desired. Since advertisement copy is presented in a colored form, it creates
a better image of the product advertised. Exact picture can be portrayed to enable the customer
to identify the product at the point of purchase.
Magazine advertisements can be directed towards a particular class of people. Thus, they avoid
wasteful expenditure on advertising.
Magazines are typically kept for a longer period of time than newspapers because of their
higher printing quality. A reader of a magazine may keep an issue if it contains particularly
interesting information. Magazines have a longer “life” than newspapers. They are read more
carefully and at greater leisure. People may pass magazines on to their friends and family which
will increase exposure of an advert.
(C) DIRECT MAIL ADVERTISING
Direct mail is a type of advertising medium in which messages are sent to target customers
through the mail.
This form of advertising relies on the postal service to deliver advertising appeals directly to
consumers.
Relying on various forms of demographic data such as location, income, age, and political
affiliation, direct mail marketers take advantage of bulk mailing rates to lower costs of
distributing unsolicited advertising materials directly to potential customers.

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Although many may consider direct mail to be junk mail, it should not be dismissed. In spite
of the nuanced reputation of direct mail, it remains a large income stream for postal services
and is effective in marketing to older generations.
Unlike other forms of advertising, in which the advertiser is never sure just who's getting their
message, direct mail lets them communicate one-on-one with their target audience. This allows
them to control who receives their message, when it's delivered, what's in the envelope and
how many people they reach.
Some of the most common forms of direct mail include:
 Brochures
 Letters
 Flyers
 Newsletters
 Catalogs
 Postcards
 Coupon envelopes
 Packages
2. BROADCAST ADVERTISING
Generally speaking, broadcast advertising is radio, television, and cinema advertising. The
commercials aired on radio and televisions are an essential part of broadcast advertising.
The broadcast media like cinema, radio and television reach a wider audience as opposed to
the print media. These media commercials fall under the category of mass marketing as the
national as well as global audience can be reached through it.
The role of broadcast advertising is to persuade consumers about the benefits of the product. It
is considered as a very effective medium of advertising.
The cost of advertising on this channel depends on the time range of the commercial and the
specific time at which it is aired.
The types of broadcast advertising are:

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(A) CINEMA ADVERTISING
Cinema advertising or theatre advertising involves advertising in the multiplex chains and the
single screen theatres playing movie shows. It comprises advertisements on slideshows (shown
before the movie show or during the interval period) and video ads.
In-cinema advertising refers to the on-screen and off-screen branding that consumers see in
theatres – usually seen as a short audio-visual advertisement before the film starts and as posters
in the refreshments areas of cinema halls etc.
Cinema advertising is a great way to put a message in front of a seated and captive audience.
Shown prior to a theater's coming attractions, movie theater advertising allows the advertiser
to display their ad big, backlit, in full motion and without any competing ads or visual clutter
to get in the way.
Movie metroplexes are extremely popular destinations for most demographic groups, making
in theater ads an option that is quickly gaining popularity in marketing mixes. While many of
us will have to jog our memories to remember the first film we ever saw in a cinema hall, we
will easily remember the ‘anti-smoking’ ad that preceded the film.
But film advertisement can be adopted only by the well-established firms. Since it involves
high cost, small business firms can get cinema slides prepared for display in the cinema halls.
(B) RADIO ADVERTISING
Radio Advertising is one of the most preferred advertising medium. Radio broadcasts have
been called the theater of the mind.
Radio advertisements have gained greater popularity these days. Advertisements are broadcast
from the transmitting stations of the commercial service like All India Radio and picked up by
the receiving sets owned by the public. Radio advertisements are normally broadcast along-
with popular programs of music.
Radio is an intimate form of advertising. Many people listen alone, such as when jogging or
driving. Listeners develop strong relationships with their favorite stations, identifying with the
music and bonding with on-air personalities. No matter whether we advertise with an all-sport
or a classic rock format, stations know the audience demographics. The advertising reaches the
gender, age and economic status it targets.

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Because advertising on local radio broadcasts is not very expensive, it is more cost-effective
than television commercials, print advertising and direct mail. Radio advertising works as an
everywhere medium. Consumers don’t have to be in front of their television or at their
computer. They don’t have to acquire a magazine or newspaper, locate their eyeglasses or even
know how to read.
(C) TELEVISION ADVERTISING
Television is the fast growing medium of advertisement because of huge expansion of
electronic media and cable network. It makes its appeal through both, the eye and the ear.
Products can be demonstrated as well as explained as in film advertisement. Advertising may
take the form of short commercials and sponsored programs.
Television is the most advanced form of broadcasting media. It provides the public with
colorful visualized content with audio and motion signals. Advertisers prefer television as their
better way to reach the target audience because it plays a crucial role in today’s world. It reaches
out to many people with its unique filming ideas. Many business people use this media for
promoting their network among middle-class families.
3. OUTDOOR ADVERTISING
Outdoor advertising, also called Out-of-home (OOH) advertising, and outdoor media, is
advertising experienced outside of the home. OOH advertising is when a business runs an
advertising campaign in specific geographic locations that targets the prospects and potential
consumers when they are outside their home, like traveling on road, relaxing in parks, roaming
in a market, etc.
Outdoor advertising may use different tools such as Billboards, Restaurant ads, Transit ads or
others. It also includes place-based media seen in places such as convenience stores, medical
centers, salons, and other brick-and-mortar venues.
Businesses use this type of marketing platform to build brand awareness, boost visibility, and
increase their overall success.
The major types of OOH advertising are:

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(A) POSTER DISPLAYS
A poster is a sheet of paper pasted on a wooden card or metal board depicting the advertising
message. The poster advertising message should be simple, brief and attractive.
Posters are fixed on walls of buildings, bridges, and other public places. It is also quite common
to write slogans and other message about the products in bold letters on the walls to attract the
attention of the people even from a long distance. That is why, it is also known as ‘Mural
Advertising’.
The success of a poster advertisement depends upon the designing of the poster as well as the
site at which it is put up.
(B) BILL BOARD DISPLAYS
A billboard, also called a hoarding, is a large outdoor advertising structure used to market a
company, brand, product, service, or campaign. Billboards are typically placed in high traffic
areas, such as along highways and in cities, so they’re seen by the highest number of drivers
and pedestrians.
Billboard advertisements are designed to catch a person's attention and create a memorable
impression very quickly, leaving the reader thinking about the advertisement after they have
driven past it. They have to be readable in a very short time because they are usually read while
being passed at high speeds. Thus there are usually only a few words, in large print, and a
humorous or arresting image in brilliant color.
Because they’re in such busy areas, billboards tend to have the highest number of views and
impressions when compared to other marketing methods.
The cost of billboard advertising depends on many factors including the location of the
billboard, the total traffic in the area, and how many people are estimated to see the
advertisement.
Of all the forms of outdoor advertising, billboards are the most popular. It is one of the simplest
yet the most powerful ways of advertising. It helps them to be viewed by more people and thus
spread the word better.

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(C) ELECTRICAL DISPLAYS
Electrical display involves the use of electric lights or neon tubes to attract the attention of
people, particularly during night. Generally, a short message is illuminated in tubes of different
colors so that it is conspicuous and attractive. Electrical-displays are usually fixed at heavy
traffic centers.
(D) VEHICULAR DISPLAYS
It has become a fashion these days to use modes of public transport for advertising.
Vehicle advertising, also called transit advertising, involves placing an advertisement on a
vehicle that everyone sees on a daily basis. Using this method of advertising, ads can be placed
anywhere from on the sides of buses, trains and taxis, to inside subway cars, inside bus stations
and near train or bus platforms. Vehicles give mobility to the message.
The main purpose of transit advertising is to reach riders and acquaint them with a brand.
Transit is an important medium for reaching an audience of all ages and backgrounds.
Transit Advertising can be done in two ways:
 Indoor Transit Advertising: Here, the displays are placed inside the vehicle. It can be
static such as banners, posters, flexes, leaflet, boards etc., or it can be video and audio
advertisements.
 Outdoor Transit Advertising: Here, the displays are placed on the outer surface of
vehicles. Outdoor transit works well for promoting a product without any geographical
boundaries.
4. DIGITAL ADVERTISING
Digital advertising, also called online advertising, refers to all advertising efforts that occur on
the Internet. In today’s time, Digital Media or Mobile Media is the most popular type of
advertising media.
Precisely, digital advertising is any form of advertising that appears online or on digital
channels like websites, search engines, social media platforms, mobile apps, digital OOH, or
any other form of contact through the Internet.

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With the everyday addition of new users and increased technology and R&D in the digital
world, marketers can now not only target customers with their advertisements but also can
engage and interact with them. It helps brands optimize their reach on the web. By using digital
channels of advertisements, one can reach to the smart phones, laptops, and tablets of their
target audiences.
Digital Advertising Media helps businesses in meeting their audiences on different social
media networks, search engines, and various applications with personalized ad campaigns
based upon their inclinations and behavioral preferences. By using digital ads, one can know
about the searches of their audiences on the web, their likes, dislikes and other details, that will
help them in gauging if that user is the right audience for them or not.
There are six main types of digital ads:
(A) DISPLAY ADS
Display advertising is the most basic form of digital ads and is primarily comprised of images
and text. These usually will show up as banners, landing pages, popup, or flash ads on websites
and mostly on blogs.
One could find display ads just about everywhere on the internet. The ads aren’t necessarily
meant to reach a specific audience.
(B) NATIVE ADVERTISING
Native advertising is similar to display ads; however, they’re more strategic and intentional
when it comes to placement and audience targeting.
Native advertising is based on audience online habits and history and will show ads that may
be relevant to them.
Native ads are usually labeled as sponsored by the website or platform.
(C) SOCIAL MEDIA
Social media advertising, or social media targeting, are advertisements served to users on social
media platforms.
Social media has become the biggest hub for digital advertising simply because of the large
number of users and the ease of audience targeting.

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Social networks utilize user information to serve highly relevant advertisements based on
interactions within a specific platform.
(D) SEARCH ENGINE MARKETING (SEM)
Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility
of a website in search engine results pages (SERPs).
It is perhaps the most dependable type of digital advertising because it is based on keywords
that users are already looking for.
It includes all the tools, techniques, and strategies that help optimize the visibility of websites
and web pages in search engines such as Google and other, similar sites.
(E) VIDEO ADS
Video ads are the easiest type of digital advertising because it is simply a video promoting a
business or product in some way. Video ads can show up as a commercial-esque ad before
watching other videos on YouTube, Hulu, or Facebook.
Despite being the most time-consuming type of digital advertising, it is proven to be effective.
Viewers can absorb the content and learn more about the brand without a lot of effort, and
advertisers will have an easier time catching their audience’s attention.
Many videos are used to show off a new product and how the products look and work.
(F) EMAIL MARKETING
Email marketing is an easy way to effectively reach a target audience who is already interested
in the business. Because users need to opt-in to the email list.
Email advertising is a type of marketing performed via email whereby the recipient has
consented to receive promotional messages from a brand. In this form of advertising, marketers
seek to gain permission from their prospective customers by giving them an option to opt-
in before sending emails.
It doesn’t cost anything to build an email list, and email marketing managers are usually very
affordable.

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HOW GOOGLE ADVERTISES ABOUT ITSELF
When it comes to creating awareness, an advertisement is still considered the best way. It is
true even for the search engine giant Google.
Google’s India unit registered a turnover of Rs. 9,337.7 crores for FY18. The online search
giant was among India’s largest advertisers in 2017-18, shelling out huge rupees to create
awareness about and drive adoption of, its products. Out of this, over 50 per cent was spent on
the digital medium. Offline media investments including – print, TV, radio also raised to double
to Rs 540 crores in 11 months. In 2017, the figure was at Rs 330 crores. (Appendix – II and
Appendix – III)
The major part of its advertising and marketing drive featured its consumer-facing offerings
including Google Search, Google Maps, video-calling product Google Duo, payment app
Google Pay, and hardware products like Google Pixel and Google Home. The focus varied
across categories. For Google Home, Pixel and Chromecast, they targeted metros and mini-
metros while for Maps and Pay, they included smaller cities and towns as well.
In print, the search engine firm promoted its enterprise product Google Cloud.
Google is also looking at high-impact properties like Indian cricket, Koffee with Karan, and
blockbuster films. It has also bought ground rights for ICC World Cup for Google Home,
starting from 2019 for three-five years. Aside of the ad spends, Google appointed celebrity
brand ambassadors, including former India cricket Captain Rahul Dravid, and actress Priyanka
Chopra (for Pixel smart phones).
While traditional mediums like television, print, radio and outdoor give Google the reach and
the penetration it seeks for its products, the company has also been focusing on unconventional,
digital tactics to drive product adoption. This includes rewards and incentives.
To push Duo, since November 2018, Google has launched a reward-based referral marketing
programme, where users could win up to Rs 1,000 on Google Pay, upon making their first call
on the video chat app, and by inviting others on to it.
Similarly, with Google Pay, the company is continuing its original gamification-based
incentive strategy involving scratch cards.

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WHY GOOGLE ADVERTISES ABOUT ITSELF
Google is one brand that has no set group of target audiences. It caters to everyone with its
product portfolio and manages to communicate precisely that, through its advertising.
It’s quite rare for a brand as big as Google who enjoys a close form of monopoly in specific
segments, to advertise and too on such a large scale.
For a brand, advertising may not be a solution only when we need to increase sales, it may have
a deeper thought process attached.
In the case of Google, it’s a combination of brand recall and developing a deeper brand
connection.
If Google stopped analyzing their audiences and their performance, they wouldn’t retain their
top position and that’s where the need for advertising comes through.
On smart phones and tablets, the dominant form of content consumption is via apps and not
via a mobile browser. The reason being, the experience of a web service via a native app is
much better than on a mobile browser, and thereby most users shift to an app usage paradigm.
So, even though Google might have a 97% market share in browser search, the whole concept
of “search” itself may be changing and Google is not necessarily competing with a Bing or
Yahoo in this new world but with apps satisfying a vertical need or category demand.
So, whereas earlier a search for Restaurant for an evening-out with friends might have started
with “Restaurant in South Delhi serving Chinese food” on desktop browser, today a user is
more likely to do it via Zomato app while being on the move. Similarly, a query for “buy
Samsung Galaxy Note 3″ might have been easier to type on a desktop browser but on a touch
Smartphone, it’s much more difficult to type and thus a user would prefer to open an Amazon
or Flipkart mobile app and reach to Galaxy Note 3 via just 3-4 taps on small mobile screen
(Home->Mobiles->Samsung->Note 3) since the experience is much more visual and faster.
In this new world, Google is trying to in-build as many services as part of its search engine
where Google gives us the best contextual information on our home screen based on our
location, time of day and previous history information that it has on us using Google Search,
Gmail, YouTube, Chrome, Google+ and Google Maps. It’s all part of a product called “Google

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Now” which Google is integrating deep into Android and is part of Google’s iOS search app
which users would experience more and more going ahead.
For instance, even though the Google search “Reunion” ad starts with a desktop experience of
Google, it quickly shifts to a mobile only experience where the younger generation kids are
firing up Google from their mobile devices and are also experiencing these newer integrated
services such as flight information and weather in display card forms.
Eventually, the idea is to tell users that Google will take care of all the information they need,
whenever they want it, wherever they want it—they don’t need to install or open that Weather
or OTA (online travel agents) or maps app on their Smartphone. And hence, there is the need
for advertisements right now as Android is starting to take off big time in India and a lot of
these users are mobile-first users who’ve probably never used desktop in their lives. If these
new users start their web journeys with vertical apps instead of Google, their chances of coming
back to Google would be very difficult.
By advertising itself Google is actually trying to crack its biggest worry—that consumers
would start using apps instead of Google’s services to get to their destinations on mobile.

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GOOGLE INDIA ADVERTISING JOURNEY
While there is no clear indication of when and how did Google start promoting its offerings in
the Indian market, there is a huge portfolio of the company when it comes to launching
campaigns, keeping the Indian consumer at the core of its communication strategy.
In its initial years, Google helped fans discover films, movie characters, songs, actors, show
times, and trailers aligning its core objective of connecting people through the power of the
Internet. After enabling a seamless experience for users to search their queries in simple and
natural language and speeding up the process, Google shifted its focus to the mobile revolution.
Towards 2007-08, the company stated that mobiles will become the primary means of access
to the Internet. Following the announcements, it also joined hands with telecoms like Airtel to
amplify the message set up amidst a dystopian narrative to promote ‘Search Made Simple’.
In 2009, the company updated a more sophisticated version of Google Chrome and started
marketing tidbits about better browsing.
It was followed by releasing 15-second ads offerings tips for secure search language,
dictionary, conversions, time, weather, making users aware of the specifics of Google Search.
The campaign performance-enhanced company’s offerings to promote searches for education,
businesses, news, train tickets, flight tickets, jobs, products, etc. and saw a steady rise in the
queries with time.
In 2010, DLF IPL’s craze loomed over India and Google too leveraged IPL’s larger-than-life
fan-image to churn out interesting animation campaigns – be it the story of a wife-husband or
cricket, promoting Google Search as the only go-to option for tracking live cricket scores.
Further, with initiatives like Google Doodle for India, Engage India, and service suites like
Adwords, Gmail, and Google Hangouts, the company constantly looked for marketing the
product specifications with suitable narratives in its advertising.
In 2012, as part of a global campaign ‘Web is what you make of it’, Google highlighted
common users in India and around the world who are passionate to leverage the power of the
web to achieve the extraordinary.

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Through a series of short videos including stories from celebrities and common consumers, the
campaign encompassed how the web and its products have changed the lives of millions.
Apart from featuring tools and updates like Voice-guided GPS updates for Androids, it also
rolled out campaigns for the Great Indian Shopping Festival and human interest stories like
Celebrating India with Google+, the tech giant’s attempt at entering the Social Networking
domain.
In 2013, Ogilvy India and Google India weaved “The Reunion Story”. Google had stated in
that “Google is a technology product but is an emotional brand. The only thing they wanted
was to see how meaningful the search engine is in real life.” They wanted to make “the
connection between real life and Google, magical.”
For the 2014 election campaign, Google teamed up with celebrities like Amitabh Bachchan
and Virender Sehwag to urge users to vote as responsible citizens.
As part of its ‘Helping women get online’ initiative, Google India launched a digital film
‘Together Online’ in 2015 urging mothers to come online.
Later, for India, Google shifted its major focus on democratizing Internet access for non-
English speakers – it launched Voice search and easier text input mechanisms within Android
Google Search App.
In a bid to bring into the forefront the real stories of strength from India while subtly integrating
its products, Google rolled out ‘The Story of Amit’ through Google Photos to celebrate the
memories treasured by a visually impaired person.
Then came ‘The Hero- A Bollywood Story’ in 2016. It depicted the story of a father and son
on a journey to rediscover dreams, Bollywood style, with Google Search by their side.
With programmes like #SkillUpScaleUp and Internet Saathi, Google India has been constantly
sharing real tales of achievers from the hinterlands and the urban population who strived to do
the extraordinary with the help of Google products.
For its Google Pixel offering, the brand brought on board Twinkle Khanna where she talks
about juggling various roles and responsibilities and still finds time to take a selfie where
Google is her constant partner.

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Google Assistant’s campaign ‘Let voice lead the way’ conveyed the value of having one’s own
personal Google which extends to help you across devices, like Google Home, your phone, and
more followed by the rollout of #MakeGoogleDoIt.
GoogleDuo’s video calling feature campaign #BeThere highlighted how the app allows users
to be with their loved ones and experience moments from wherever they are.
Supporting SMBs, under its #StoriesFromIndia initiative, Google India brought into the
limelight the tales of family businesses to start-ups, portraying how Indian businesses are using
the internet to take their products to customers across the world
The company’s 2018’s Google For India – a short film, depicted how the internet empowers
people. The campaign highlighted the tremendous impact that Google’s various initiatives have
on India.
In 2019, Google roped in the popular couple – Virat Kohli and Anushka Sharma who were
seen promoting Google Duo in the background of a 90s song.
In September 2019, during the “Google for India” event, the tech giant launched its new app
‘Google Pay For Business’ to encourage SMBs to adopt digital payments and make the process
of onboarding easier via video KYC, and instant verifications using Google Duo.
The company also teamed up with YouTube influencers to spread awareness on online safety.
It launched tools such as the Security Checkup and Password Checkup to help users strengthen
their Google Account security and address issues immediately.
In February 2020, in a bid to step up its efforts to ensure the online safety of users amid
increasing reports of cyberattacks, the spread of fake information, and hate speech, Google
India rolled out #PehleSafety to educate users about best practices to stay safe online.
In October 2020, Google launched a ‘Make Small Strong’ initiative to help small and local
businesses across the country.
December 2020 saw the company release a video campaign, #BolneSeSabHoga. Google
recognized a relevant Indian behavior of asking for help and built its campaign around it. The
ad promotes an ideology of getting all your questions answered by asking the right person.

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At present with an insight that some things are best said in the language you love, the
company’s ongoing campaign ‘Your internet in your language’ empowers Google’s
commitment towards building an internet where you can say more, read more, and access more
information in your preferred ‘bhasha’.
The Google India advertising journey through its heartwarming tales and product integration
has made tangible effects on our lives, encompassing human interest stories and enabling a
sense of permanency for its campaigns. Very few brands can boast of an impact on a
demographic so diverse and widespread. But, Google India has done it.

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ADVERTISING MEDIAS USED FOR GOOGLE PRODUCTS
AND SERVICES GLOBALLY
PRINT MEDIA
NEWSPAPER AND MAGAZINE

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BROADCAST MEDIA
TELEVISION, RADIO AND CINEMA

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OUTDOOR MEDIA
BILLBOARD AND POSTER DISPLAYS

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VEHICULAR DISPLAYS
DIGITAL MEDIA

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ADVERTISING MEDIUM USED FOR GOOGLE PRODUCTS
AND SERVICES IN INDIA
PRINT MEDIA
NEWSPAPER AND MAGAZINE

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BROADCAST AND DIGITAL MEDIA

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CONSUMER BUYING BEHAVIOR
 MEANING
Consumer buying behavior is the study of how individual customers, groups or organizations
select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.
It is a set of actions, steps or processes followed by the consumers in a marketplace before and
after buying a product or a service.
Marketers expect that by understanding what causes the consumers to buy particular goods and
services, they will be able to determine: which products are needed in the marketplace, which
are obsolete, and how best to present the goods to the consumers.
 PROCESS OF CONSUMER DECISION MAKING
Consumers go through the following five steps while buying any product:

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1. NEED RECOGNITION
 Buying process begins when a person begins to feel that a certain need or desire has
arisen. The need may be activated by internal or external factors. This is known as
stimuli.
 Stimuli can be external or internal. Advertisements, sweet aroma (sweet smell) of cake
outside the bakery etc. are examples of external stimuli. Thirst, hunger etc. are internal
stimuli.
 Marketers (Companies) are more concerned about the external stimuli of a person since
they can influence the external stimuli and not the internal stimuli.
 The speed with which a person will move to fulfill the want depends upon the intensity
of the want. The buyer will postpone the less important need.
2. INFORMATION SEARCH
 The need that has arisen can be satisfied when the desired product is not only known
but also easily available. But when it is not clear what type of brand can offer best
satisfaction, the person will have to search to obtain the product.
 Consumers will search for information from two major types of sources – internal and
external.
 Internal source means that consumers will collect information from their own
experience as the consumer might have purchased similar product in past.
 External sources of information can be of following types:
a) Personal sources
b) Commercial sources
c) Public sources
d) Experiential sources
 Generally, the consumer receives the most information about a product from the
commercial sources. But the most effective information comes from personal sources.
 Each of the above information sources performs different function in influencing the
consumer’s buying decision.
 Marketers provide the necessary information through their salesmen, advertisements,
dealers, packaging, sales promotion etc.

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3. EVALUATING ALTERNATIVES
 Once the information is collected, the consumer will be able to evaluate the different
alternatives offered to them and find the most suitable alternative to their needs and
choose the one they think is the best for them.
 The consumer will evaluate features on two aspects. The objective characteristics (such
as the features and functionality of the product) but also subjective (perception and
perceived value of the brand by the consumer or its reputation).
 Each consumer does not give the same importance to each feature for their buying
decision. Mr. XYZ may prefer a product for the reputation of the brand X rather than a
little more powerful but less known product.
 The consumer will then use the information previously collected and their perception
or image of a brand to establish a set of evaluation criteria, desirable or wanted features,
classify the different products available and evaluate which alternative has the most
chance to satisfy him.
 This process will lead to “evoked set”. “The evoked set” (“consideration set”) is the set
of brands or products with a probability of being purchased by the consumer.
 “Inept set” is the set of brands or products that have no chance of being purchased by
the consumer. While “inert set” is the set of brands or products for which the consumer
has no specific opinion.
4. PURCHASE DECISION
 While the consumer is evaluating the alternatives, they will develop some likes and
dislikes about the alternative brands. This attitude towards the brand influences
intention to buy. Thus the potential buyer moves towards final selection. In addition to
all other factors, situational factors like dealer terms, falling prices of the product etc.
also are considered before making the final purchase decision.
 Purchase intention may not be converted into purchase decision sometimes due to the
following two factors:
a) Attitude of others
b) Situational factors

55
5. POST PURCHASE BEHAVIOUR
 After purchasing the product the consumer will experience some level of satisfaction
or dissatisfaction. The behavior after a product purchase is called Post purchase
behavior.
 Often, after a product purchase the buyer undergoes post purchase dissonance means
the buyer regrets their purchase. This dissonance can be due to:
a) Better and large number of alternatives.
b) It was a difficult buying decision.
c) Performance risk of product.
d) High financial commitment towards the product.
e) Wear and tear of the product.
 Now based on the satisfaction or dissatisfaction the consumer will re-buy the product
or discontinue the product.

56
FACTORS AFFECTING CONSUMER DECISION MAKING
PROCESS
A.) CULTURAL FACTORS:
(1) CULTURE
Culture is a set of learned beliefs, values, attitudes, morals, customs, habit, and forms of
behavior that are shared by the society. Culture affects the decision making. For example:
dressing habits, food habits are dependent on culture.
(2) SUB-CULTURE
Each culture consists of smaller sub-cultures that provide more specific identification and
socialization for its members. There are four types of sub-cultures:
 Nationality group such as Indian, Chinese, Italian etc.
 Religious groups such as Christians, Hindus, Muslims etc.
 Racial groups such as Blacks, Whites etc.
 Geographical groups such as North Indian, South Indian etc.
(3) SOCIAL CLASS
Social classes are divisions of the society which are hierarchically ordered and whose members
share similar values, interests and behavior.
Mainly there are three social classes:
 Upper class
 Middle class
 Lower class
The behavior and habits of buying is different for each of these classes. They differ in their
reading habits, clothing habits etc. Upper class consumers want products and brands that show
their social status. Middle class and Lower class consumers shop carefully, read advertisements
and compares prices before they buy.

57
B.) SOCIAL FACTORS:
(1) REFERENCE GROUPS
 They are the social, economic or professional groups that have a direct or indirect
influence on the person’s attitudes or behaviors. Consumers accept information
provided by their reference groups regarding quality, performance, style etc.
 These groups influence the person’s attitude, lifestyle and behavior.
(2) FAMILY
It is the most influential group on any person’s attitudes. Personal values, attitudes and buying
habits have been shaped by family influences. The members of a family play different roles
such as influencer, decider, purchaser and user in the buying process of any product.
(3) ROLES AND STATUS
Roles and status also influences the process of making buying decision. Roles are activities of
the person in a group. Each role carries a status. People will choose product that will
communicate their status to the society.
C.) PERSONAL FACTORS:
(1) LIFE CYCLE
The life cycle of a person begins with child birth, shifts to dependent childhood, adolescence,
teenage, adults, middle aged, old and then ends with death. Under each stage people’s buying
behavior is different. Under the first three stages, decisions are not made by the consumer.
They are totally dependent on others. In the remaining stages, buyers not only make their
decisions but also influence other’s buying decision.
(2) OCCUPATION
A person’s behavior depends upon their occupation. A company’s Managing Director will
prefer expensive suits, air travel etc. A worker would prefer economic dresses, rail or road
travel etc. The occupation of a person decides their ability to buy.

58
(3) ECONOMIC CIRCUMSTANCES
Occupation gives rise to the economic circumstances. A person may, in their life, desire to buy
so many things. All their needs do not become wants. This is because of their purchasing power.
People’s economic circumstances means their income, saving, assets, borrowing power and
attitude towards spending and saving.
(4) LIFE STYLE
Life style may be defined as the way of living of a person. It is indicated through the person’s
activities, interest and opinions. A person may reside in a costly bungalow. They may have
costly furniture. They shall buy clothing only from Raymond’s. They may stay only in a five-
star hotel. Their hobby may be playing Billiards. With the above activities we can understand
the life style of a person. Hence a consumer will choose their products and brands according to
their life style.
(5) PERSONALITY
Personality is defined as the person’s psychological traits (characteristics) that lead to relatively
consistent and enduring responses to their environment. Personality can be seen in terms of
such qualities as self-confidence, dominance, autonomy, sociability, defensive etc. A person
will decide to purchase according to their personality.
D.) PSYCHOLOGICAL FACTORS:
(1) MOTIVATION
Motivation is the drive to act, to move, to obtain a goal or an objective. A human being is
motivated by needs. When these needs are backed by purchasing power it becomes a want and
demand. Buyer behavior is hence influenced by the level of motivation.
(2) PERCEPTION
A motivated person acts according to their perception of the situation. To perceive is to see, to
hear, to touch, to taste, to smell, to sense something and to organize, interpret and find meaning
according to the experience. Our senses perceive the color, shape, smell, taste etc. and act
accordingly. Our buying behavior is influenced by our perception.

59
(3) LEARNING
Learning refers to changes in behavior brought about by practice or experience. Consumer’s
buying is highly affected by their past learning.
(4) BELIEF
A belief is a descriptive thought that a person holds about something. These beliefs may be
based on knowledge, opinion or faith. They may or may not carry emotional change.
Consumer’s buying is definitely affected by their belief regarding the product / brand.
(5) ATTITUDE
An attitude describes a person’s favorable or unfavorable evaluations, emotional feelings, and
action tendencies toward some object or idea. Attitudes lead people to behave in a consistent
way towards similar objects. For example, once a consumer has developed brand loyalty, it is
hard to change their attitudes and beliefs towards that brand.

60
CHAPTER 4
REVIEW OF LITERATURE

61
Following are the review of major research work on the topic which is related to the present
study:
1. Ha, John, et al. (2011), in their research paper "The effects of advertising spending on
brand loyalty in services" have discovered that advertising spending has impact on
consumer’s perceived quality of the product, consumer’s loyalty and satisfaction level.
2. Kumar and Raju (2013) in their paper “The Role of Advertising in Consumer Decision
Making” have found that advertisements are able to change the consumer’s opinion
about a particular product.
3. Fatima and Lodhi revealed that Advertisement helps the company to create the
awareness in their customers and ingredients of the advertisements shape the perception
of the customers either in the positive or in a negative way. People can perceive the
quality of the products by gathering the information which they usually get through
advertisements. The perception of the quality, awareness of the product and consumer
opinion drives the consumer buying decision. Study critically evaluates these factors
which shape the buying behavior and provides the deep insights towards the role of
advertisements shaping the consumer behavior.
4. Abayia and Khoshtinat explained that the impact of advertising for attracting the
consumer, when the individual’s mind is engaged with the considered product,
positively affects their tendency to search for information which may lead to purchase
decision.
5. Berkowitz, Allaway, et al. (2001) posited that over a period of time, the effect of
different media platforms on consumers’ memory varies. For instance, initially TV
advertisements have a substantial impact on consumers’ memory, but in the long term,
it fades away. In contrast, a magazine initially has a low but persistent impact on
consumers’ memory because the readers can read a magazine at their own pace.
6. Farooq and Latif, 2011; Fill, 2009 poisted that broadcast media such as TV and radio
are among the popular media in India because of its mass reach. In India, newspapers
play an important role as an effective medium of communication. This is due to its

62
reach in almost every part of the country. Jayaraj, 2011, revealed India has the largest
newspaper market in the world with over 330 million daily newspaper circulations.
According to Statista, 2016, advertisers still prefer traditional mediums such as TV and
print for advertisements. Pahwa, 2017, found that out of the total advertisement spend,
TV advertisement spend in India was 44.7 per cent and print advertisement spend was
29.8 per cent. The digital advertisement spend was the third largest with a growth rate
of 15.5 per cent. This is because of the increasing number of Internet users.
7. In the light of the varied influence of different media platforms, Opeodu and Gbadebo
(2017) indicated that an advertisement on various media platforms plays a vital role in
influencing consumer’s choice. Hence, wise choice of media platform for
advertisements is the key for the promotion of products and services (Singh, 2012).
8. Shrivastava (2014) poisted that advertisements are a widely accepted source of
information among the consumers as compared to other sources, and hence, media mix
decisions are crucial for advertisers.
9. Various theories of Consumer Behaviour posited that there is a relationship between
advertisements and different stages of Consumer Behaviour. Ranjbarian, Shaemi, and
Jolodar (2011) established that TV advertisements affect attention, interest and desire.
Nysveen and Breivik (2005) stated that the effects of radio advertisements are less on
changing consumers’ attitude and behavior.
This section reviews various theories and studies in the area of media vehicles, advertisement
effectiveness and Consumer Behaviour stages:
 ADVERTISING
Out of the total cost of a product, 34% is attributed to advertising expenses. This is important
because through advertisements, marketers aim to achieve high top of the mind recall (Singh,
2012). Hence, advertisements are a critical part of the marketing strategy, especially in
business-to-consumer contexts. Kotler, Keller, et al. (2009) stated that the consumer passes
through different stages before making a final purchase. This was explained with the help of
different models like attention, interest, desire and action (AIDA), attention, interest, desire,

63
conviction and action (AIDCA), hierarchy of effects model, innovation adoption model and
information processing model. Ehrenberg (1992) posited that an advertisement first creates
awareness and interest resulting in product purchase. The research conducted by Rai (2013)
established the effects of advertisements on attitude formation and consumer behavior.
 VARIOUS MEDIA ADVERTISEMENTS
Marketers use different media vehicles to send across an engaging message to the targeted
audience. Ayanwale, Alimi, et al. (2005) established that newspapers, magazines, radio, TV
and outdoor are popular media among the marketers. However, Internet advertising is the
current trend (Ducoffe, 1996).
In 2004, the amount spent for advertising on broadcast, cable TV and radio was 44 per cent,
which was marginally higher than newspapers and magazines. This is because of the positive
effect of TV commercials and online advertisements on consumers (Sadhasivam and Nithya
Priya, 2015; Sorce and Dewitz, 2007). In contrast, Nayak and Shah (2015) opined that
newspaper advertisements play a crucial role in creating a brand and it affects purchase decision
(Purchase Decision). Raju and Devi (2012) conducted similar research and established that
press advertisements are considered more trustworthy. Sorce and Dewitz (2007) found that
magazine advertisements are more effective than that of TV. Pongiannan and Chinnasamy
(2014) established empirical evidence for print media being the favourite medium among the
advertisers. However, contradicting the prevailing notions, Trivedi (2017a) posited that viral
advertisements do not have a direct impact on consumers’ PI (purchase intention). Message
process involvement and attitude towards the brand mediate the relationship between viral
advertisements and Purchase Intention.
The aforesaid inferences state that media affects consumer behavior on various purchasing
levels. The previous studies were restricted to either general impact of media (positive or
negative) or focused on measuring effects on brand awareness and Purchase Decision. In the
twenty-first-century media revolution, consumers have more media options. Hence, more
research needs to be conducted to measure the effects of media advertisements on various
stages of Consumer Behaviour. This facilitates advertisers to take the right media mix
decisions.

64
 ADVERTISING EFFECTIVENESS
Advertising effectiveness is referred to as the consumers’ liking of commercials resulting in
Purchase behavior (Rimoldi, 2008). Advertising effectiveness is one of the critical factors to
analyse Purchase Intention. Calder Malthouse and Schaedel (2009) established that consumers’
engagement with media positively affects advertising effectiveness. Mehta (2000) indicated
that advertising effectiveness depends on many factors like choice of media and consumers’
involvement with the media. Nysveen and Breivik (2005) posited that advertisement content
and quality of media have a significant impact on the effectiveness of the commercial. Bishnoi
and Sharma (2009) found that TV advertisements affect more to rural teenagers as compared
to urban teenagers. Madhavi and Rajakumar (2004) indicated that Internet advertisement
effectiveness could be easily analyzed. Mehta (2000) found that Internet advertisements are
less effective as users have more control over it as compared to print advertisements.
Numberger and Schwaiger (2003) suggested that advertising effectiveness is optimum when
the Internet and print media are used together. However, apart from advertisement
effectiveness, Awareness and Intention also affect Purchase Decision (Bendixen, 1993; Siegel
and Ziff-Levine, 1990).
 THEORY OF REASONED ACTION
Ajzen and Fishbein (1980) proposed the theory of reasoned action. According to this theory,
attitude towards behavior is one of the important predictors of behavioral intention. Attitude is
defined as ‘an internal evaluation of an object such as branded product’. Lutz (1985)
established that consumer attitude towards the advertisement affects consumer exposure,
attention and reaction to the individual advertisement through a variety of cognitive and
affective processes. In Consumer Behaviour research, attitude towards the advertisement,
attitude towards the brand and Purchase Intention are commonly used constructs for predicting
the effectiveness of marketing communications on different media (Trivedi, 2017b).
 CONSUMER BEHAVIOUR STAGES
Leading models like AIDA (Lewis, 1898), AIDCA (Bedell, 1940; Kitson, 1921) and Lavidge
and Steiner (1961) have studied the steps involved in consumers’ buying behavior. Most of the

65
studies have taken AIDA, AIDCA and Steiner model as a dependent variable (Chudzian,
2014; Rajagopal, 2011; Ranjbarian et al., 2011; Ugonna et al., 2017; Vihonen, 2013).
Additionally, Ugonna et al. (2017) tested the AIDCA model from the modern-day advertising
perspective and indicated that the AIDCA model is useful to map the effectiveness of media
advertisements on Consumer Behaviour.
1. AWARENESS
Aaker and Equity (1991) explained Awareness as the consumers’ knowledge about the
particular brand. Rowley (1998) indicated that customers should be made familiar with the
product during this stage. Baca, Holguin Jr. et al. (2005) posited that at this stage, the goal of
advertisers should be to communicate about the product’s characteristics and advantages.
Rossiter, Percy et al. (1991) established that brand Awareness is the prerequisite for generating
Purchase Intention. Various researchers have established a strong linkage between buyer’s
behavior and brand Awareness (Hoyer, 1984; Nedungadi, 1990). Thus, to create more
Awareness in the market, advertisers should give a constant update of existing products and
information about new products to consumers (Meyrick, 2006).
2. INTEREST
Creatively showcasing product benefits and characteristics can generate Interest of consumers
in the advertisement. Sachdeva (2015) established that relevant advertisements as per the
viewer’s Interest affect the level of Interest in advertisements. Farooq, Shafique et al. (2015)
established the linkage between TV advertisements and Interest. Similar research was
conducted by Tang and Chan (2017) about an online advertisement. They concluded that the
generation Y pay more attention to those advertisements, which are in line with their Interest
as compared to the need for a product. Rajagopal (2010) indicated that entertaining radio
advertisements are more potent in generating consumers’ Interest. Companies invest in varied
marketing activities to generate consumers’ Purchase Intention (Baca et al.,
2005; Broeckelmann, 2010; Rowley, 1998). This can be further explained by a classic example
of creating Interest through advertisement by Fanta (a soft drink brand). This advertisement
portrayed the mood change in a consumer due to a sip of Fanta, displaying the impact of the
product on consumers’ mood (Hansen, 1972).

66
3. DESIRE/CONVICTION
Rajasekhar and Makesh (2013) defined Conviction as an active component, which is affected
by emotions and attitude of consumers. Prospective customers feel convinced about an offering
if the product is affordable and addressing their needs (Bradley, 2003). Factual and satisfactory
information leads to Conviction resulting in Purchase Decision (Callen-Marchione and
Ownbey, 2008). A commercial by Oppo phone (a mobile phone brand) portrayed Amy Jackson
taking a selfie thus inducing desire among the consumers to buy the phone.
4. ACTION/PURCHASE
Ajzen and Fishbein (1980) established that Purchase behavior of the consumers could be
predicted by knowing their Purchase Intention. Ducoffe (1995) posited that the credible source
of information has more significant impact on Purchase Decision. This information includes
brand image and Awareness, which significantly affects Purchase Decision (Farris, Bendle et
al., 2010). Advertisements create an emotional response, and it has a significant impact on
Purchase Decision (Saleem and Abideen, 2011). The use of brand associations in
advertisements can have a significant effect on the Purchase Decision (Heath, 2000).
Similarly, Mendelson et al. (2002) established that a positive attitude towards the
advertisement leads to Purchase Decision. McGuire (1978) established that Purchase behavior
of the advertised brand is affected by attention, retention and effectiveness of advertising
message. Hence, it is established that various media advertisements have differential effects on
Purchase Decision.
5. POST-PURCHASE BEHAVIOR
Post-purchase behavior is satisfaction or dissatisfaction that consumers get after the Purchase
of the product (Kotler and Keller, 2012). The consumers compare the performance of a product
with perceived expectations. This evaluation adds in experience and learning of consumers,
which in turn affects future Purchase (Schiffman and Kanuk, 2009). The Post-purchase
intentions were defined as consumer probability of repeat buying from the same retailer and
sharing positive word of mouth among friends and relatives (Cronin, Brady et al., 2000; Wang,
Lo et al., 2004; Zeithaml, Berry, and Parasuraman, 1996). Chaffrey and Smith (2008) found
that good after sales service leads to satisfaction, which then affects Post-purchase behavior.
Reddy (2016) indicated that Internet media offers a platform for consumers to express their
Post-purchase opinion about the products.

67
Consumers’ adoption of media information for various media like television (TV), radio,
newspapers, magazines, and internet are entirely different. Moreover, the characteristics of
different media and its immediate and long-term effects on consumers are also varied (Doyle
and Saunders, 1990). For instance, TV offers high-quality audio and visuals content to the
audience. Hence, making it more suitable for those product categories which require physical
demonstration.

68
CHAPTER 5
OBJECTIVES OF THE STUDY

69
This research has been done from two perspectives:
1. COMPANY PERSPECTIVE
The prime motives of the study from the business perspective are as follows:
 To understand advertising for business.
 To understand and explore different available mediums of advertising for
businesses.
 To understand the suitability of various advertising mediums for Google
products and services.
 To correlate the effectiveness of various advertisements with the choice of
medium used.
2. CONSUMER PERSPECTIVE
Besides the business motives, the second part of the research is involved in getting acquainted
with the consumer behavior with respect to various mediums of advertising. These are stated
as follows:
 To analyze which medium of advertisement has more supremacy towards the
buying behavior of the consumer.
 Preferences of people towards advertising on various mediums in Navsari.
 To understand the effect of age and occupation on consumer buying behavior
for the same factor.

70
CHAPTER 6
LIMITATIONS OF THE STUDY

71
In an attempt to make this project authentic and reliable, every possible aspect of the topic was
kept in mind.
As every coin has two sides, this project also has some limitations.
The main limitations of this project are as follows:
 The scope of the study of this research project is limited to Navsari city only.
 Due to limitation of time only few people were selected for the study. So, the sample
of respondents was not enough to generalize the findings of the study.
 Also, due to the absence of the company office location (or any of its centers) in
Navsari, majority of the theoretical data was collected via secondary sources.

72
CHAPTER 7
RESEARCH METHODOLOGY

73
 RESEARCH
Research is a process of systematic inquiry that entails collection of data; documentation of
critical information; and analysis and interpretation of that data/information, in accordance
with suitable methodologies set by specific professional fields and academic disciplines.
 RESEARCH METHODOLOGY
A research methodology is an outline of how a given piece of research is carried out. It defines
the techniques or procedures that are used to identify and analyze information regarding a
specific research topic.
Research process consists of series of actions or steps necessary to effectively carry out
research and the desired sequencing of these steps.

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