Impact of Digital Marketing on Online Shopping

INDIRAPURAMINSTITUTE OFHIGHER STUDIES
MD ABUSALEH IIHS /18/16 1
A SUMMER INTERNSHIP PROJECT REPORT
ON
“IMPACT OF DIGITAL MARKETING ON ONLINE SHOPPING”
SUBMITTED IN PARTIAL FULLFILLMENT FOR THE AWARD OF
POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM)
(Approved by AICTE, Ministry of HRD, Govt. of India)
BATCH-2018-20
Faculty Guide: Submitted by:
Dr. SONAL KAPOOR MD. ABUSALEH
INDIRAPURAM INSTITUTE OF HIGHER STUDIES (IIHS)
VISHISHTHA SHIKSHA BHOOKHAND, NYAY KHAND-1
INDIRAPURAM, GHAZIABAD (U.P.)-201014
(DELHI, NCR)

DECLARATION
I, Md. Abusaleh (IIHS/18/16) hereby declare that the summer internship report titled “Impact
of Digital Marketing on Online Shopping” is submitted for the partial fulfillment of “Post
Graduate Diploma In Management ( PGDM)” (Approved by AICTE, Ministry of HRD, Govt.
of India) at Indirapuram Institute of Higher Studies ( IIHS), NCR.
This is my Original Work and has not been submitted to any Institute/ university for awarding
any degree/ diploma or any professional course. If there will be any violation of IPR, I will be
solely responsible for that and Institute has full right to cancel my Diploma.
Date : ( Signature)
Place : INDIRAPURAM, GHAZIABAD Name: Md. Abusaleh
Roll No: IIHS/18/16

ACKNOWLEDGEMENT
I acknowledge the sincere assistance provided to me from several rather unexpected quarters
during the course of execution of this study. It would be a mammoth task to place on record my
gratitude to each and every one of them but a whole hearted attempt would be made nevertheless,
least I be branded ungrateful.
I am extremely thankful to MR. SHANIK SHARMA (Sr. Digital Marketing Executive) for
giving me an opportunity to undergo training in BABY & MOM RETAIL PRIVATE
LIMITED and making my stay a memorable learning experience.
I would like to begin with special note of gratitude and heartfelt thanks to DR. SONAL
KAPOOR for her encouragement, affection, valuable advice and guidance that helped me to
complete this project successfully.
MD ABUSALEH
PGDM 2nd Year
IIHS/18/16

EXECUTIVE SUMMARY
The summer internship report –“Impact of Digital Marketing on Online Shopping” is based on
the two month duration program in Baby & mOm Retail Private Limited under Digital Marketing
& E-commerce department. Baby & mOm Retail Private Limited is an ecommerce company
which deals in baby, mom and personal care products. Since the boom of the internet, more
customers started using internet which gave birth to digital marketing. Digital marketing simply
means marketing of products or services online using digital technologies. Nowadays, companies
are using digital marketing techniques like SEO, SEM, SMM, content marketing, email
marketing, affiliate marketing and web analytics to attract more customers. And all these
marketing efforts aim to sell more and more products or services online. Online shopping is a
result of digital marketing. The growth in the digital marketing trends is making a very
substantial impact on marketing and advertisement. Good digital marketing strategy results in
high number of customer acquisition.
Firstly, the objective behind this effort was to understand the concept of digital marketing, to
learn the process of online shopping, to understand the synergy and relation between digital
marketing and online shopping and to understand the future of digital marketing.
The information has been collected through primary and secondary sources. Questionnaire was
used to gather data. Tools like likert scale, pie chart and bar graph have been used to analyze the
data.
The research focuses that people like online shopping because it saves time, 24*7 availability,
comparison of products becomes easy and wider range of products are possible. In fact even
when people shop offline they tend to research products online. Digital marketing plays a vital
role here, online presence ensure brand awareness and trust. Website is a basic part of digital
marketing which every company should have with attractive visuals and good content.
Nowadays companies prepare special budget for digital marketing campaign, social media ads
which have great influence on people. Today, Companies are investing more on Google ads,
display ads and on social media. Photo ads attract highest percentage of users due to which
nowadays companies hire graphic designer for attractive images for ads and to upload products
on online stores.
With growing internet users in India and with the increasing demand for online shopping, with
right digital marketing techniques companies can leverage good profits.

CONTENT
Sr. No Title Page No.
1 Company Certificate
2 College Certificate
3 Declaration 1
4 Acknowledgement 2
5 Executive Summary 3
6 Objective of the Study 5
7 Overview of Industry 6-12
8 Introduction to the Topic 13-29
9 Company Profile 30-36
10 Research Methodology 37-40
11 Limitations 41
12 Data Analysis and Interpretation 42-54
13 Findings & Suggestions/Recommendation 55-57
14 Conclusion 58
15 Annexure 59-60
16 Abbreviations 61
17 Bibliography 62

OBJECTIVE OF THE STUDY
 To understand the concept of Digital Marketing and it’s techniques
 To understand the process of online shopping
 To analyze the effect of Digital Marketing on Online Shopping.
 To understand the future of Digital Marketing

OVERVIEW OF INDUSTRY

In every era, marketing has evolved based on what the customer is using. If you go back in
history, you can see that at times when customers used Radio, it gave birth to radio advertising
and marketing. Next, we got the boom of televisions; it is one of the widely used devices
globally, which allowed the companies to reach a mass audience with TV ads. Even today TV
advertising is one of the most used advertising strategies for companies. Since the boom of the
Internet, more customers started using the Internet, which gave birth to a new era of marketing
originally called Internet marketing, which is now called Digital Marketing.
Why companies use digital marketing?
As with the growth of technology, there are following a reason which is why company nowadays
are using digital marketing.
Internet Users:
As per the internet usage stats, as of July 2017, 50% of the world population is using the internet.
(i.e.) 3.42 Billion Users. The total number of users in 1995 was less than 1% of the world
population.

Top 4 Internet Users by Country (Feb 2019)
As we can clearly understand from the above statistics that in the next few years more users will
be connected to the internet, which gives more scope for digital marketers to reach target
audience globally. India has surpassed USA as the 2nd largest country in terms of number of
internet users.
Mobile Phones:
Most of the users globally today use mobile phones for communication. As per a report 4.77
billion mobiles phone users globally, which will increase to 5.07 billion by 2019. Today’s
majority of mobile phones are Smartphone with internet access, which allows to customers to
connect with businesses anytime & anywhere.

Digital Marketing industry in India is a boom today. In a country with a rapid growth economy, it
is expected to have a very high significant growth in Digital marketing career. The big picture of
Digital Marketing industry in India cannot be complete if short preview of the past digital
marketing statistics is not made.
Going back to history, International Journal of Advanced Research Foundation reveals the
following stats in the digital marketing in India report in 2016.
Between
1971 & 1972
The ARPANET is used to arrange a sale between students
at the Stanford Artificial Intelligence Laboratory and the
Massachusetts Institute of Technology, the earliest
example of electronics or digital commerce.
1979 Michael Aldrich demonstrates the first online shopping
system.
1981 Thomson Holidays UK is first business-to-business online
shopping system to be installed.
1996 India MART B2B marketplace established in India.
2007 Flipkart was established in India. Every E-marketing or
commercial enterprises use majorly digital means for their
marketing purposes.
2011 The digital marketing in India report statistics revealed that

advertising via the mobile phone and tablets was 200%
lower than that of the following years. During this year, the
net worth was $2 billion. The growth was in a geometric
progression as it rose to $6 billion in 2012.
From 2013 to March
2015
Investment total increase was 1.5 billion dollars over the
preceding years. There has been an impressive growth up
till this present moment.
2017-18 Social media usage showed a 58% increase as compared to
2016. SEO with an increase of about 55%, Email
marketing using in-house lists with about a 50% increase,
webinars with 43%, Internet banner advertising networks
with a 35% rise, company websites and content creation
with about 58% increase individually.
The digital marketing in India report by the International Journal of Advanced Research
Foundation revealed that summarized that India is getting to see the golden period of the Internet
sector between 2013 to 2018 with incredible growth opportunities and secular growth adoption
for E-Commerce, Internet Advertising, Social Media, Search, Online Content, and Services
relating digital marketing.
Total Media, Digital and Mobile Internet Ad Spending in India (2013-2019)

Several factors have been found to contribute to the growth of digital marketing in India. Before
now, internet usage was only meant for the wealthy. There is now a great change in the lifestyle
of the middle class. Majority now have access to the internet in India & are looking forward to
online advertising in India. Internet and 3G penetration revolutionized the marketing scenario for
both consumers and the marketers. It was discovered that changes in lifestyle and standard of
living had increased the level of consumption, quality and also the pattern of consumption. The
quality of use in the urban centres of India is on a high side. This is because majority doesn’t
have time for shopping. Apart from struggles to earn money, people want some other things to be
done at their own convenience.
The Indian E-commerce (Online Shopping) industry has been on an upward growth trajectory and
is expected to surpass the US to become the second largest E-commerce market in the world by
2034. Online shopping market is expected to reach US$ 200 billion by 2026 from US$ 38.5
billion in 2017.
Propelled by rising smartphone penetration, the launch of 4G networks and increasing consumer
wealth, the Indian E-commerce market is expected to grow to US$ 200 billion by 2027 from
US$ 38.5 billion in 2017. Online shopping is increasingly attracting customers from Tier 2 and 3
cities, where people have limited access to brands but have high aspirations. Average online retail
spending in India was US$ 224 per user in 2017. The Government e-marketplace (GeM), three
years after its inauguration saw a cumulative procurement by the central and state governments of
Rs 24,183 crore (US$ 3.46 billion) in FY19 and has a target of Rs 50,000 (US$ 7.15 billion) crore
in FY20. By 2022, smartphone users are expected to reach 476 million and online shopping is
expected to grow 1,200 per cent by 2026.

KEY ONLINE STORES IN INDIA

INTRODUCTION TO THE TOPIC

DIGITAL MARKETING
Digital marketing is the marketing of products or services using digital technologies, mainly on
the Internet, but also including mobile phones, display advertising, and any other digital medium.
According to CAM Foundation – “Digital Marketing is a broad discipline, bringing together all
forms of marketing that operates through electronic devices – online, on mobile, on-screen. Over
the years, digital marketing has developed enormously, and it continues to do so.”
Philip Kotler is considered as the “Father of Modern Marketing” who is the author of over 60
marketing books, and provides us with important lessons that can be applied to our digital
strategy. The development of digital marketing is inseparable from technology development. The
advent of digital marketing can be traced back to the days of the 1980s. This was the time when
new innovations were taking place that made the computer system advanced enough to store
information of the customers. It was in the year 1981 when IBM came out with the first personal
computer and the storing capacity of the computers increased to 100 MB in the year 1989. Before
Digital marketing we had Traditional Marketing, which is a conventional mode of marketing that
helps to reach out to a semi-targeted audience with various offline advertising and promotional
methods which may have evolved over the past few decades, but the fundamental aspects remain
the same. This Traditional Marketing gave birth to the Digital marketing. Digital marketing
encompasses all marketing efforts that use an electronic device or the internet. Businesses
leverage digital channels such as search engines, social media, email, and other websites to
connect with current and prospective customers.
There are many types of Digital marketing:
 Search Engine Optimization (SEO),
 Search Engine Marketing (SEM)
 Social Media Marketing (SMM)
 Content Marketing
 Email Marketing
 Affiliate Marketing
 Web Analytics

Search Engine Optimization (SEO)
Search engine optimization is one of the most important parts of Digital Marketing. SEO is about
getting organic traffic on website from search engines. In digital marketing space, SEO is
considered as one of the most effective channels for getting visibility, traffic on website without
spending too much.
Search Engine Marketing
Search engine marketing is also known as inbound marketing by some people. Search engine
marketing means you use search engine as your primary marketing channel. Search engine
marketing contains SEO and search advertising.
 Search Engine Advertising
Search advertising is another popular channel of digital marketing. Search advertising is often
confused with PPC. Search advertising is about paid advertisement in search engines.

a) Search advertising is paid advertising
b) Typically advertiser will pay per click
c) display advertising is also part of search advertising sometimes
d) Google Adwords is one of the most popular platform for search advertising
Social Media Marketing
Social media marketing is about using social networking platforms and social media websites for
marketing. Social media marketing is now becoming popular due to increase in internet users and
social networking users. Social media marketing is about promoting business using social
networking platforms like Facebook, Twitter, Instagram, Google+, Quora, LinkedIn and many
such popular social media networking website.

 Facebook Marketing:
Content Marketing:
Content marketing is the creation and sharing of content in order to engage current and potential
customers, thereby building trust with the audience. The content is not about you or your
organization – it’s about the audience. True content marketing delivers value to that audience. It
provides information that helps people do their jobs better or live their lives better. When you
provide high quality, relevant and valuable information, you educate content informs. It expresses
an opinion, analyzes where an industry is headed, or presents new information that is
newsworthy.
Advertising
Objectives
• Awareness
• Consideration
• Conversion
Page
Views
Impression
Reach
Post
Engagement

Affiliate Marketing
Affiliate Marketing is the practice whereby a digital publisher or website promotes an online
retailer and earns a commission based on the sales or leads that the advertising generates for that
online retailer. Affiliate Marketing is part of the performance marketing family, meaning the
return on investment is guaranteed and the advertiser is only paying for advertising that has
succeeded. It’s a versatile channel and is very effective at driving actions for merchants selling
consumer products or services across a wide range of verticals, including apparel, travel,
electronics, health and beauty, telecommunications, finance and groceries.
Web Analytics:
The other major task was to implement Google Analytics so that the consumer behavior on the
website may be studied in detail. Using this data, proposals were to be made to improve
conversion rates as well as bring down bounce rate. In this discussion, Conversion rate is the
percentage of web visitors to the site who initiate and complete a purchase. Bounce rate is the
percentage of web visitors who leave the website at the landing page without browsing through
any other pages. These two terms are KPIs (Key Performance Indicators) for any e‐ commerce
business and represent the efficiency of the marketing campaigns employed. A digital marketing
campaign may result in a large number of visitors to the page; however without steady
conversions and limited bounces, these may not provide any economic value to the company.

 Google Analytics:
Google Analytics provide free digital analytics for any firm with a web presence and is free of
cost. This combination makes it the most popular solutions for web analytics currently under
use.
Google
Analytics
Actionalbe
Insights
Support
Quality
Behaviour
Mobile/Tablet/Com
puter OverviewAcquisition
Audience
Implementation

Email Marketing & Marketing Automation:
Email marketing is very old marketing channel and it’s also changing very fast. Email is one of
the most preferred communication channel for marketing after SMS and growth of whatsapp and
other marketing channels. Email marketing is the act of sending a commercial message, typically
to a group of people, using email.
Email marketing is not the primary channel for marketing but it’s an enabler. It’s a
communication channel between brands and buyers. Everyday email marketing is improving and
now email marketing has become part of marketing automation.
Marketing Automation is the future of email marketing.
1. E-mail marketing is now becoming part of marketing automation
2. Email marketing is a very effective medium for communication
3. Email marketing offers much better ROI compared to many other marketing channel

FUTURE OF DIGITAL MARKETING
India, a densely populated country with a population of 1,339,180,127 (as of July 2017) ranks
second in the world. There are ample opportunities that are created every minute for the people.
And when we say digital marketing, then note that the future of digital marketing in India and the
scope of digital marketing in future is going to get brighter in the coming years. A mobile phone
has become the basic need for everyone.
According to a survey (by Internet and Mobile Association of India (IAMAI)), India will have
around 500 million internet users by June 2018. This will create a fascinating business
opportunity to sell services and products to a growing population of tech-savvy internet users.
Future trends of Digital Marketing:-
Chatbots :- Chatbots will continue to be an important part of digital marketing in 2019. This AI-
based technology uses instant messaging to chat in real-time, day or night, with your customers or
site visitors. Surveys show that:
- Chatbots will power 85% of customer service by 2020
- Top benefits of chatbots are 24-hour service (64%), instant responses to inquiries (55%)
and answers to simple questions (55%).
- By 2020, chatbots will help businesses save over $8 billion per annum
Many customers prefer interacting with chatbots as they are responsive 24/7, give answers
promptly, accurately recall your entire buying history, and never lose patience. These virtual
assistants offer outstanding customer service, meeting customers’ expectations and automating
repetitive tasks – which mean you can focus on more important work.
Many brands already use chatbot technology, including Uber, whose chatbot communicates with
customers, making it easy for them to hire cars via their mobile app, Facebook Messenger, Slack
or Google Maps

Video Marketing :- Video marketing is one of, if not the, most important marketing trend today
and likely for the next 5-10 years. These numbers show the importance of
incorporating video into your digital marketing strategy.
Voice search & Smart Speakers :- The increasing use of voice search has made it important for
companies to rethink their digital marketing strategies in 2019.
50% of all searches will be via voice by 2020
As of January 2018, there were an estimated one billion voice searches per month
25% of shoppers used voice assistants during their holiday shopping in 2017
Voice shopping is set to jump to $40 billion in 2022, up from $2 billion today

Voice search plays an important role in providing all the relevant information people are
searching for through audio content. AI is getting smarter and the number of errors made by voice
assistants like Alexa, Siri and Google has reduced.
So, The future of digital marketing is definitely being transformed by technology. Big data, AI
automation, immersive technologies and smart tech are changing the way brands analyze
customer data and interact with their audiences – who are getting more savvy and expect a truly
personalized experience.
To stay ahead of the curve and increase conversions in the coming years, you’ll need to get better
at producing custom, conversational content – particularly audio and video content – to share
with your better-targeted audience.
And looking ahead, you might need to invest in some insanely futuristic tech to stay ahead of the
competition!

E-COMMERCE
E-Commerce is commonly known as Electronic Marketing. It consists of buying and selling
goods and services over an electronic systems such as the internet and other computer networks.
In other words, Ecommerce is the purchasing, selling and exchanging goods and services over
computer networks (internet) through which transaction or terms of sale are performed
electronically.
A client who purchases on the internet is called a cyberconsumer. E-Commerce is not only
limited to online sales, but also covers: preparation of estimates online; consulting of users;
provision of an electronic catalogue; access plan to point of sales; real-time management of
product availability (stock); online payment; delivery tracking; and after-sales service.
Online Shopping is a form of electronic commerce which allows consumers to directly buy
goods or services from a seller over the internet. Consumers find a product of interest by visiting
the website of the retailer directly or by searching among alternative vendors using a shopping
search engine, which displays the same product’s availability and pricing at different e-retailers.
An online shop evokes the physical analogy of buying products or services at a regular "bricks-
and-mortar" retailer or shopping center; the process is called business-to-consumer (B2C) online
shopping. When an online store is set up to enable businesses to buy from another business, the
process is called business-to-business (B2B) online shopping. A typical online store enables the
customer to browse the firm's range of products and services, view photos or images of the
products, along with information about the product specifications, features and prices.
Online stores usually enable shoppers to use "search" features to find specific models, brands or
items. Online customers must have access to the Internet and a valid method of payment in order
to complete a transaction, such as a credit card, debit card, or a service such as PayPal. For
physical products (e.g., paperback books or clothes), the e-tailer ships the products to the
customer; for digital products, such as digital audio files of songs or software, the e-tailer usually
sends the file to the customer over the Internet. The largest of these online retailing corporations
are Flipkart, Amazon, and eBay.

Mainspring behind online shopping in India
 Broadband internet: Later than 2005, a rapid growth has been seen in the people using
internet and currently there are more than 65 million people log-in on to web .India's
internet user base grew over 17% in the first six months of 2015 to 354 million, according
to the Internet and Mobile Association of India. This is due to increased internet services
and penetration of 3G and 4G services that has given faster internet access
 Retail based social networks: Online retail has seen heavy overlie with social
networking due to aggressive marketing on such platforms Social networks will form an
crucial part of the E-commerce evolution in 2013 as more than 25 per cent of the total
time spent by the user on the internet is used to top social networking websites such as
Face book and Twitter. Moreover, retailers are busy to track social networks for product
development and customer service too.
 Mobile integration: According to Google, currently 30 per cent of all shopping queries in
India come from mobile phones. Further, 43 percent of retailer surveyed note that mobile
and tablets are among their top three priorities for 2013. Most retailers are coming to
terms with the need for a smart phone or tablet solution because of mobile-optimized site
or dedicated app. While creating their marketing strategies companies are investing in
new or improved mobile apps and mobile-optimized sites, analytics, and traffic and
conversion growth have become a must.
 Improved online banking services: With improved and safer online banking services
people are now less afraid to make payments online which in turn gave them faith to shop
online.
 Multi-channel commerce strategy: India’s diverse online buying population presents
challenges to retailers interested in serving all parts of the country effectively. According
to Sandeep Jaglan, Owner, Purehomedecor.Com, “As smartphones and tablets continue to
proliferate, companies will need to embrace multi-channel commerce strategy in 2013,”

 Rising demand from tier 2 and tier 3 cities: The year 2013 is expected to see increased
contribution from non-metropolitan cities. A recent study by Google India reveals that 51
per cent of transfer for its Great Online Shopping Festival held last December (12-12-12)
came from outside the top four metros, and predicts that online shopping will nurture
exponentially in 2013 with apparel and accessories being the hottest categories. Shoppers
Stop too says more than 20 per cent of its online business come from consumers residing
at tier II cities and neighborhood
 Standard of living and lifestyle: The living standard of the people has made them
tending towards online shopping. The increased per capita income has also played its part
in this leaning. Due to the busy lifestyle, lack of time for offline shopping and urban
overcrowding of traffic has led the online shopping market to step up itself.
 Buying behavior: Tracking the buyer behavior based on loyalty points are comes to end.
Nowadays, online retailers acquire huge volumes of data on both their potential and
existing customers based on user browsing habits. It seems buyers are willing to make
their purchase on online.
 Discounts, Coupons and cheap rates: Through offers, online sellers sell the products to
customers at lesser price than the offline markets and not compromising the quality.
Availability of different discount coupons on the sites proves to be a great profit for the
customers.
 Recent Government initiative: The Indian Government recently allowed 51 per cent
foreign direct investment in organized retailing sector. This opened doors to many foreign
players to open online retail stores in the world's largest democracy. Digital India
programme, the government is taking a big step forward to transform the country into a
digitally empowered knowledge economy. This result higher growth on online shopping.

ONLINE BUSINESS PROCESS
An online business works pretty much on the same principles as an offline/retail store does. On a
broader scale, the whole E-Commerce process can be broken down into three main components
or work processes:
1. Receiving orders: This is the first step where customers place the order through the E-
Commerce platform (website or an online portal), and the seller makes a note of it.
2. Processing order information: The second step where all the details of the order are
processed and completed. It is now ready for delivery.
3. Shipping: The last step wherein the delivery process is carried out. All the logistics
components play a significant role in this step to ensure timely delivery to the customer.
ONLINE SHOPPING PROCESS

1. Cart created: - The order process actually starts as soon as the visitor selects a product
and adds it to a shopping cart. A cart (basket) will be created and saved in the system, and
can be viewed in Orders under "Carts". If the customer does not complete the checkout
procedure, the cart will remain in the system for a specified time.
When the customer returns to the website, the cart will be "remembered" and made
available for continued shopping. Already in this early step the system will perform
an inventory and pricing check, to look for availability in the warehouse, as well
as discounts for selected products in the cart. This will be updated if and when the
customer returns to the cart at a later stage.
2. Start checkout: - When the customer decides to complete the purchase and chose to
"proceed to checkout", the first step of the checkout procedure is initiated.
3. Add address: - In the second step of the checkout procedure, the shipping and billing
address information is added together with the preferred type of delivery (First
class/Express etc). The address information can be entered manually by an "anonymous"
customer, or automatically if the customer is logged in and has a registered user profile
with address information. The system can also be set up so that it is possible to split
shipments in different parts and to different addresses here.
4. Add payment: - In step three of the checkout procedure, the payment is added to the
"purchase order to be". The system will calculate the total sum including the purchase
amount and the shipping fee. In this step the customer selects a payment method, for
instance by credit card, debit card, net banking/UPI or sometimes cash on delivery. The
payment will be registered and verified. This may happen instantly or after certain
specified time, depending on how the payment process is set up and the type of e-
commerce solution (B2C or B2B). In this step it is also possible to split payments, if the
system is configured for this

5. Order created: - Usually the actual purchase order is created in the system when the
payment is settled. In the last checkout step, a purchase order number is created, the
customer confirms the purchase, and an order confirmation is sent to the customer. The
shopping cart is now converted to a purchase order which is visible with status "In
Progress" under "Purchase Orders" in Orders.
6. Order processing: - When the order is created the order processing starts. This consists
of steps to check the warehouse and inventory status for the products in the order, and for
creating the actual shipment. Depending on the inventory status for the products, the order
may be split into more than one shipment.
7. Shipment released: - when the shipment is verified, it will be released. The purchase
order will now appear in Orders, under "Shipping/Receiving" and "Released for
Shipping".
8. Order completed/shipped: - When the picklists with the different orders and their
respective packing slips have been created, the order will be set to completed. In the
system this involves the creation of a shipment validation number which is associated
with tracking number. The tracking number can be entered manually or automatically, if
such integration exists. The tracking number connects the physical package with the
shipping provider for the delivery, and is used for tracking the package on its way to the
delivery address. The purchase order will now appear in Orders under "Purchase Orders"
again, with status "Completed".
9. Return/Exchanges: - Only completed orders can be subject to returns/exchanges.
Depending on how the system is set up, returns can be created automatically or manually.
Creating a return usually involves replacing a delivered product with another one
in exchange, and/or a payment refund. When the return is created it will appear in Orders
under "Shipping/Receiving" and "Returns". Order status can be for instance "Awaiting
Exchange".

COMPANY PROFILE

Baby & Mom Retail Private Limited is a private company incorporated on 27 April 2017. It is
headquartered in Dwarka, New Delhi. It was founded by Mr. Shish Kharesiya who is the current
director and marketing head of the company. Baby & Mom Retail Private Limited initially started
selling baby care products on various ecommerce sites like Amazon, Flipkart, FristCry and So
On. Their first product was dry sheets which they launched in May, 2017. Later on it launched
many other baby care related products like wipes, mama’s bag, high chair for kids, baby powder
and so on. In year 2018, Baby and Mom Retail Private Limited launched two websites for their
baby care products (www.beybee.in) and personal care products (www.mynewish.com).
Baby and Mom Retail Private Limited have three brands as follows:-
1. Bey Bee: - Bey Bee brand sells innovative high quality baby care products. It focuses on
hygiene related products for baby care industry. It all started from a serious concern that
“How to reduce baby diaper rushes and baby skin problems by avoiding baby diapers in a
more hygienic way for which a solution is created by Bey Bee i.e. first leading product
Dry Sheets. After its first successful product, it ventured deeper into the industry and
realized that Bey Bee team can create unique, innovative & world class products for
babies easily available for their parents.
2. OYO Baby: - Oyo Baby is a sub-brand of Bey Bee. This brand launch products like dry
sheets and mattress protector aiming to provide special comfort to baby while sleeping.
3. Newish: - Newish was launched in October, 2017. It sells beauty and personal care
category products for men and women. It provides 100% organic and safe products. It
currently have more than 12 products in beauty and personal care products like Onion oil,
Activated charcoal mask, pepper spray and so on. Newish sells product online on its
website and on others ecommerce sites like Naykaa, Flipkart, Paytm & Amazon.

MISSION & VISION OF BABY & MOM RETAIL PRIVATE LIMITED
MISSION
Baby & mOm Retail Pvt. Ltd. aims to be the leading company in baby care, beauty & personal
care products in India. We want to provide 100% organic and safe products to the customer. We
use our innovative ideas and high quality organic products to increase our brand image.
VISION
Baby & mOm Retail Pvt. Ltd. wants to provide products which is safe and environment friendly
for a sustainable future.

ORGANIZATION STRUCTURE
Mr. Shish Kharesiya
(Director)
Garvita Verma
(HR)
Shanik Sharma
(Digital Marketing)
Raphael J. Tunious
(Graphic Designer)
Tasha Ratawal
(Ecommerce)
Ajay Rohilla
(Purchase)
Shoban Chouhan
(Accounts)
Operations
Manoj Kumar
(Warehouse)

PRODUCT MIX
Bey Bee:-
1. Dry Sheet for Todllers, Baby & Adult
2. Bed Protector Mat
3. Mattress Protector Sheet
4. Diaper Disposable Bags / Sack
5. Feminine Sanitary Hygiene Disposal Bags
6. Mothers Bag
7. Virgin Organic Coconut Oil for Babies Massage & Hair
8. Baby Potty Training Seat with Anti Skid and BPA FREE
9. Booster chair for babies / Toddlers feeding High Chair with Tray
10. Baby Highchair with tray and without Seat Pad
11. Baby Bath Tub (Blue) Anti Skid & Spacious
12. Hypoallergenic Baby Water Wipes
13. Cucumber Water Wipes
14. Baby Carrier
15. Natural Insect Repellent For Babies DEET-free Essential Oil Bug Spray
16. Foldable Mosquito Net Tent for Indoor and Outdoor
Newish:-
1. RED COP | Powerful Pepper Spray
2. RED COP | Red Chilli Spray
3. RAT COP | Car Rat Spray for Engine
4. Beard & Moustache Growth Oil
5. Hair Wax for Men
6. Activated Charcoal Peel off Mask for Men & Women
7. Red Onion Oil for Hair Regrowth Men & Women
8. Red Onion Shampoo

9. Hair Serum
10. Hair Growth Serum
11. Vitamin C Serum
12. Cold Pressed Castor Oil
13. Multani Mitti Face Pack
14. Insta Glow Fareness Cream
OYO Baby:-
1. Dry Sheets (M,L,XL Sizes)
2. Waterproof Mattress Protector

DIRECT COMPETITORS
Bey Bee brand has gain wide popularity in India because of it’s high quality organic products.
Platform like Amazon, Flipkart and FirstCry has given it the opportunity to grow. Through
persistent determination and marketing strategy bey bee was able to sell more than 2 lacs units in
FY18. Bey Bee is still facing competiton from global/big players as well as local players.
Major Competitors of Bey Bee:-
1. Johnson & Johnson
2. Himalaya
3. Mee Mee
4. Mamaearth
5. Littles
Newish brand sells beauty and personal care products. It’s most selling product is red onion oil,
pepper spray and chaarcoal mask. Newish face competition from premium brand and local
players. Newish has recently launched a marketing campaign to increase its brand awareness.
Newish pepper spray facing stiff competition from brand like Knockout & Impower.
Major Competitors of Newish:-
1. Beardo
2. Ustraa
3. Khadi Global
4. Urban Gabru
5. Patanjali and So On.

RESEARCH METHODOLOGY

RESEARCH OBJECTIVES
The main objective of this study is to understand the effect of digital marketing on online
shopping.
Objective
 To understand the concept of Digital Marketing and it’s techniques
 To understand the process of online shopping
 To analyze the effect of Digital Marketing on Online Shopping.
 To understand the future of Digital Marketing

SAMPLE DESIGN
A Sample Design is a definite plan for obtaining a sample from a given population. It refers to the
technique to the procedure adopted in selecting items for the sampling designs are as below:
SAMPLE SIZE
The sample size has been 120 persons. Conclusions had been arrived by using the response of the
questionnaire.
SAMPLING METHOD
In this marketing research project, I am using Random sampling method.
SAMPLE TYPE
Area of sampling is Delhi NCR, Mumbai, Bangalore, Ranchi and so on.

DATA COLLECTION METHOD

Primary Data: - Primary data means data that are collected by different techniques like
questionnaire, Depth interview, Survey, Schedules etc. In this project, primary data has been
collected by the means of questionnaire. I have used tools like likert scale, pie charts and bar
graph for data analysis.
Secondary Data: - Secondary data means data that are already available i.e.: they refer to the
data which have already been collected and analyzed by someone else. Usually published data are
available in: Various publications of the central, state/local governments or foreign governments,
technical and trade journals etc. The secondary data involved in this project has been gathered
from the digital marketing blogs and journals, literatures and internet.

LIMITATIONS
 The sample area and sample size has been limited due to time constraint.
 Respondents are reluctant for their feedbacks & opinions, and authenticity of their
statements can’t be verified too.
 All the observation and recommendation will be made on the feedback obtained from the
survey.

DATA ANALYSIS AND INTERPRETATION

1. Do you like Online Shopping?
Options Respondents Percentage
Yes 109 91%
No 11 9%
INTERPRETATION:-
This data shows that 91% people like online shopping and rest 9% don’t like online shopping.
91%
9%
Yes
No

2. What do you prefer more?
Options Respondent Percentage
Online Shopping 54 45%
Offline Shopping 18 15%
Showrooming 27 22%
Webrooming 21 18%
INTERPRETATION:-
This data shows that nearly half of the population prefers online shopping whereas 22% wants to
examine products physically before purchasing online. And 15% people like offline shopping
where 18% people research product online before buying from physical store.
45%
15%
22%
18%
Online Shopping
Offline Shopping
Showrooming
Webrooming

3. Which online store do you prefer the most?
Amazon 63 52%
Flipkart 53 44%
Snapdeal 0 0%
Shopclues 1 1%
Paytm 3 3%
INTERPRETATION:-
This data shows that Amazon is preferred by more than 50% people followed by Flipkart which
is 44%. And 4% consumers prefers other platforms like Paytm & Snapdeal.
52%
44%
1%
3%
Amazon
Flipkart
Snapdeal
Shopclues
Paytm

4. Do you research online about products before buying from an online store?
Options Never Rarely Sometimes Very Often Always
Respondents 2 9 33 42 35
INTERPRETATION:-
This data shows that people most of the time research products online before buying in
which 35 person from population always research online, 42 research very often, 33
person sometimes research about product online, 9 rarely look for product online and 2
never research online.
2
9
33
42
35
0
5
10
15
20
25
30
35
40
45
Never Rarely Sometimes Very Often Always

5. What motivates you to buy a product online when you're shopping from an online
store?
Images of Product 3 2%
Product
Features/Description/Specification
44 37%
Reviews about Product 33 27%
Rating of Product 9 8%
Offers/Discount 31 26%
INTERPRETATION:-
This data shows that products features/description/specification is most important to consumers.
27% people read reviews of product before making purchase decision. 26% people are motivated
by offers/discount offered by ecommerce sites. Rating of product affects 8% people on making
decision about purchase and image of products on 2% only.
2%
37%
27%
8%
26%
Images of Product
Product
Features/Description/Spe
cification
Reviews about Product
Rating of Product
Offers/Discount

6. Why do you shop online?
Comparison 8 7%
Wider Selection of Products 26 22%
Better Pricing 27 22%
Save Time 29 24%
Convenient 30 25%
INTERPRETATION:-
This data shows that people shop online because it is convenient, offers better price, save time
and provide wide selection of products. 25% people shop online because of convenience, 24%
prefer because it saves time, 22% like because it gives better pricing than offline shopping and
wider selection of products and 7% people prefer it because they can easily compare products
online.
7%
22%
22%
24%
25%
Comparison
Wider Selection of
Products
Better Pricing
Save Time
Convenient

7. How much does ads on google (Google Ads) have effect on your purchase decision
from any online store?
INTERPRETATION:-
This data shows that people doesn’t respond well to Google Ads. 42% respond to Google ads
sometimes/occasionally, 33% rarely respond to it, 12% never notice Google ads and only 13%
have effect on their purchase decision.
15
40
50
9 6
0
10
20
30
40
50
60
12%
33%
42%
8%
5%
Never
Rarely
Sometimes
Very Often
Always

8. Which digital marketing advertisement channels affect your purchase decision the
most?
Ads on Google (Google Ads) 25 21%
Social Media Ads 66 55%
Email Ads 8 7%
Display Ads (On Websites) 21 17%
INTERPRETATION:-
This data shows that social media ads influence more than 50% people’s purchase decision.
According to Hootsuite, out of 4.3bn internet users, 3.48bn are active social media users which
also explain the effect of social media ads. Google Ads affect 21% people’s decision, display ads
on 17% people and email ads on 7% percent people.
21%
55%
7%
17% Ads on Google (Google
Ads)
Social Media Ads
Email Ads
Display Ads (On Websites)

9. Which type of Ads influences you the most?
Text Ads 2 2%
Photo Ads 66 55%
Video Ads 35 29%
Stories Ads 7 6%
Carousel Ads (Multiple
images with a call to action
button, taking users to a
website to learn more)
10 8%
INTERPRETATION:-
This data shows that people respond well to photo ads. 55% people respond to photo ads, video
ads influence 29% people, carousel ads influence 8% people, stories ads to 6% people and only
2% people influenced from text ads.
2%
55%
29%
6%
8%
Text Ads
Photo Ads
Video Ads
Stories Ads
Carousel Ads (Multiple
images with acall to action
button, taking users to
awebsite to learn more)

10. According to you, what matters the most to a website?
Website Visuals
(Images/Videos/Infographics/Slideshows)
45 38%
Website Content 24 20%
Speed of Website 24 20%
Navigation to Pages 4 3%
Mobile Friendliness 23 19%
INTERPRETATION:-
This data shows website visuals like images, videos, infographics, slideshows are most important.
38% people think website visuals is the most important thing in a good website, 20% think
website content and speed of website are important, 19% consider mobile friendliness is most
important whereas only 3% think navigation is important.
38%
20%
20%
3%
19%
Website Visuals
(Images/Videos/Infographics
/Slideshows)
Website Content
Speed of Website
Navigation to Pages
Mobile Friendliness

11. Do you search online about new products before purchasing?
INTERPRETATION:-
This data shows people most of the time people search products online before purchasing.
More than 55% always search online about new products before purchasing.
0 6
32
24
58
0
10
20
30
40
50
60
70
Never Rarely Sometimes Very Often Always

12. Does reading blogs about product change your preference for product/brand?
Yes 98 82%
No 22 18%
INTERPRETATION:-
This data shows that 82% people are influenced by blogs about products. Hence, people tend to
believe in bloggers.
82%
18%
Yes
No

FINDINGS & SUGGESTIONS/RECOMMENDATION

FINDINGS
 It was found that 91% people actually like online shopping.
 It was found that even those who shop offline tend to research products online before
purchase. Even 18% people research products online for purchasing products from
physical store.
 It was found that social media ads are the most effective online advertisement medium. It
have 55% affect on purchase decision.
 55% people tend to respond to photo ads which highest among text ads, video ads, stories
ads and carousel ads.
 50-70% people research products online before purchasing online/offline.
 Blog marketing has effect on 82% people.

SUGGESTIONS/RECOMMENDATION
- As 91% respondents like online shopping. So, companies should do digital marketing and
start ecommerce.
- People nowadays not only using online shopping to purchase but also using concepts like
showrooming and webrooming. So, having good offline presence is equally important
than having online presence.
- Other Companies should use Amazon and Flipkart also to sell their products online, as
these are highly preferred by customers for online shopping.
- Companies should invest time and money in digital marketing as people research products
online before purchasing
- Google ads are one of means to create awareness about brand/product.
- As social media has highest number of users. So, Companies should have specified budget
to spend on digital marketing techniques to attract the customers. Social media should be
given adequate time and money to attract customers.
- Have a graphic designer to make attractive photo ads which can convert potential
customer or attract customers.
- Careful website designing is recommended with good visuals, content, speed and mobile
friendliness.
- Companies should also start blog marketing to drive more sales.

CONCLUSION
Hence, as with the growing of internet user and online shoppers, digital marketing has become
essential part of marketing activities to increase their revenue. Having online presence is as much
important as physical presence. Digital marketing and ecommerce increase the reach of business
and eases the business process.
People today for almost everything go on internet to find information about anything, and this is a
great opportunity for businesses.
Digital marketing activities have a substantial impact on online shopping. A digital marketing
strategy creates awareness, engage customer with brand, generate leads and increase sales. And
ecommerce companies also engaged in digital marketing to increase their market share.

ANNEXURE
Objective:- To understand the effect of Digital Marketing on online purchase decision.
1) Do you like Online Shopping? *
1. Yes
2. No
2) What do you prefer more? *
1. Online Shopping
2. Offline Shopping
3. Showrooming (the practice of visiting a shop or shops in order to examine a product
before buying it online at a lower price.)
4. Webrooming (the practice of researching products online before buying them in a
physical store)
3) Which online store do you prefer the most? *
1. Amazon
2. Flipkart
3. Snapdeal
4. Shopclues
5. Paytm
4) Do you research online about products before buying from E-commerce sites? *
Least likely Most likely
1 2 3 4 5
5) What motivates you to buy a product online when you're shopping from an online store? *
1. Images of Product
2. Product Features/Description/Specification
3. Reviews about Product
4. Rating of Product
5. Offers/Discount
6) Why do you shop online? *
1. Comparison
2. Wider Selection of Products
3. Better Pricing
4. Save Time
5. Convenient

7) How much does an ads on google (Google Ads) have effect on your purchase decision from
any online store? *
1. Never
2. Rarely
3. Sometimes
4. Very Often
5. Always
8) Which digital marketing advertisement channel affect your purchase decision the most? *
1. Ads on Google (Google Ads)
2. Social Media Ads
3. Email Ads
4. Display Ads (On Websites)
9) Which type of Ads influences you the most? *
1. Text Ads
2. Photo Ads
3. Video Ads
4. Stories Ads
5. Carousel Ads (Multiple images with a call to action button, taking users to a website
to learn more)
10) According to you, What matters the most to a website? *
1. Website Visuals (Images/Videos/Infographics/Slideshows)
2. Website Content
3. Speed of Website
4. Navigation to Pages
5. Mobile Friendliness
11) Do you search online about new products before purchasing? *
1. Always
2. Very Often
3. Sometimes
4. Rarely
5. Never
12) Does reading blogs about product change your preference for product/brand? *
1. Yes
2. No

ABBREVIATIONS
ARPANET - Advanced Research Projects Agency Network
SEO- Search Engine Optimization
SEM- Search Engine Marketing
SEPRs- Search Engine Result Pages
SMM- Social Media Marketing
KPIs- Key Performance Indicator
ROI- Return on Investment

BIBLIOGRAPHY
Reference Books
Research Methodology, C. R. Kothari Second Edition
Marketing Management, Philip Kotler 14th Edition
Marketing 4.0: Moving from Traditional to Digital, Philip Kotler
Website References
www.internetworldstats.com
www.beybee.in
www.mynewish.com
www.amazon.in
www.flipkart.com
www.digitalvidya.com
https://www.ibef.org/

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