Impact of digital marketing on consumer purchase behaviour

APIIT Business, Law & Technology Conference, 2018
July 19th, 2018 | Colombo, Sri Lanka
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Impact of digital marketing on consumer
purchase behaviour
A case study on Dialog Axiata with specific reference to social media marketing.
Naseeth Ahamed Nizar
School of business
BMS (Business management school)
Colombo 06, Sri Lanka
naseeth.nizar@gmail.com
Chrishankar Janathanan
Dept. of Management,
BMS (Business management school)
Colombo 06, Sri Lanka
chrish@bms.lk
Abstract
Title: Impact of digital marketing on consumer
purchase behaviour: A case study on Dialog Axiata
with specific reference to social media marketing.
Purpose – The purpose of this research is to identify
how the social media marketing impact on the
consumer purchase decision. The objective of this
research is that to define the term social media
marketing and consumer purchase behaviour, to carry
out a literature review on the subject of consumer
purchase behaviour and impact of social media, to
conduct a primary research with the help of
questionnaires and interviews on the impact of social
media advertising and consumer purchase behaviour,
and to review the findings and to make
recommendations to management of Dialog Axiata.
Methodology – This research is based on survey
method, as the questionnaire was distributed to gather
data from the public for the research about the impact
of social media marketing on consumer purchase
behaviour. 184 responses were gathered from the
distribution of the google forms survey. Likewise, the
interview was conducted for further finding to be
evaluated. Interview was conducted among three
interviewees in Dialog Axiata. Further, primary
research also was conducted utilisation of the journal
articles from the previous researchers. Moreover, the
data for this research was analysed through IBM SPSS
statistics software.
Findings – In this research Cronbach Alpha,
Regression for the independents variables,
Correlation for both dependent and independent and
descriptive statistics was found by using the SPSS
software for this research. The hypothesis that was
identified for this research were accepted. Likewise,
there was a significant positive correlation identified
in this research which help the study to prove its
overall value.
Value - This research helps to overcome the issues
encounter in the based articles. Also, this research
develops a much functional and less complexed
process to develop social media marketing in order to
predict the consumer purchase behaviour.
Keywords: digital marketing, consumer purchase
behaviour, Social media marketing
1.0 Introduction
1.1 Project rational and significance
In digital marketing, understanding consumer
behaviour is key for marketing success as consumers
have embraced utilising the internet and online
socialising tools (Vinerean, Cetina, Dumitrescu, and
Tichindelean, 2013). Consumer purchase behaviour is
influenced by having the knowledge and being brand
oriented. Also, brand awareness is coupled with good
brand perception and loyalty result with a stronger
brand image in consumer’s mind, which will influence
the consumers positively and becomes part of their
purchase behaviour (Malik et al., 2013). Consumer
purchase behaviour is how individuals, organisations,
and groups select, buy and make use of product,
service, experience or ideas to satisfy their needs and
wants (Rasool Madni, 2014).
1.1.1 Project significance
This research is significant for a number of
stakeholders and parties who are involved in the
research process.

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Management - Management in the dialog have been
endlessly pushing their customers to adopt
technologies which will help to save up on cost and
successfully allow the customers to develop and adopt
operative methods of business management and
marketing.
Consumer associations - Consumer associations
have been unconvinced of the use of social media and
online features which have often misguided the users.
This research will clear the air, on understanding the
benefits, drawbacks, and enablers.
Regulators – It considers the use of social media and
online purchasing to be indicators of progressive
economies. As such, this does deliver the regulators
with an effective model for the transaction.
1.2 Company background
Dialog Axiata is one of the largest
telecommunication providers in Sri Lanka. In terms of
market capitalisation, it is listed as one the largest
company in Colombo Stock Exchange. Similarly, it is
also Sri Lanka's largest foreign direct investor with
investment totalling above USD 2.1Bn. Dialog, a
winner of six GSMA Mobile World Awards has the
distinction of being voted by Sri Lankan consumers as
the Telecom Service Provider of the Year for six
successive years and Internet Service Provider of the
Year at the SLIM Nielsen People's Choice Awards.
The company provides 2.5G and 3/3.5G Mobile as
well as 4G Communications networks supporting the
very latest in multimedia and mobile Internet services
(Dialog, 2016)
1.3 Current situation of the company
Recently dialog faced a network error which
caused them a big lost in their business. When the error
took place, the competitors have tended to increase
their market strategy which will tend to decrease the
market for dialog. Also, the competitor Etisalat, Airtel
and other competitors did more marketing to gain
more consumers.
Dialog Axiata announced that network error
was caused due to the service was fully restored in less
than 60minutes. Dialog stated that they regret the
inconvenience to customers arising from network
disturbances that took place. The Disturbance to voice
and SMS services occurred due to a power systems
failure at one of the key network nodes, which resulted
in congestion in other parts of the network. Services
were fully restored in less than an hour. Dialog
networks throughout the country experienced a wide-
ranging network failure due to this problem (Daily
mirror, 2017). Therefore, as a token of gratitude dialog
waived the charges for calls and SMS along with the
taxes fully and refunded as top-up within a day.
1.4 Research aims and objective
The aim of this research is to analyse and
identify the impacts of social media marketing on
consumer purchase decision and also how social
media marketing help consumer in a purchase
decision.
Research objectives:
 To define the term social media marketing
and consumer purchase behaviour.
 To carry out a literature review on the subject
of consumer purchase behaviour and impact
of social media.
 To conduct a primary research with the help
of questionnaires and interviews on the
impact of social media advertising and
consumer purchase behaviour.
 To review the findings and to make
recommendations to management of Dialog
Axiata.
1.5 Research problems and questions
According to the theme that is chosen where
the discussion emerges on the impact of social media
marketing on consumer purchase behaviour. The
primary question here is does social media marketing
impacts on consumer purchase behaviour in the
current technologically advanced world.
1.5.1 Research questions
1. What defines social media marketing and
why do organisation use social media
marketing?
2. Does social media marketing help the
consumers to choose the right product and
how it impacts on consumer purchase
decision?
3. Which is the best place to market on social
media by the organisation to gain more
consumers?
4. Is it effective and efficient to use social media
marketing?
2.0 Initial Literature Review
Social media marketing is a part of digital
media marketing which can also be define as a
marketing of goods and services. As we can see in the
recent years, the popularity of social networking sites

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and social media has increased at a global level
(Kucuk and Krishnamurthy, 2007). For example,
Facebook is said to have more than a billion users from
the time it began in 2004. Social networks are
increasingly taking up a greater share of consumer
time spent online. Users are also using different online
formats to communicate, such as Blogs, YouTube,
Myspace, Instagram and Facebook to share
information about the product or service and also to
contact the other consumers who are also seen as a
more objective information source (Kozinet, 2002).
The unique aspect of social media and it immense have
revolutionized marketing practices such as advertising
and promotion (Hanna, Rohm and Crittenden, 2011).
Likewise, Kaplan and haenlein (2010) state that, there
are many advantages of using social media marketing,
it helps to connect business to consumers, develop
relationships, and foster those relationship in a timely
manner and at a low cost. Social media websites gives
an opportunity to the organisations to connect and
interface with potential and current consumers, which
will help to have a strong customer relationship and
also to build all-important meaningful relationships
with consumers (Mersey, Malthouse and Calder,
2010), particularly in the present business condition
when consumer loyalty can vanish at the smallest
mistake, which can moreover have on the online
propagation of their unfortunate encounter with a
particular product, service, brand or company.
Consumer purchase behaviour
Consumers have a tendency to take part in
relational behaviours to accomplish more efficiency in
their decision-making, to reduce information
processing, to achieve more cognitive consistency in
their decisions, and to reduce the perceived risks
associated with future choice (Sheth and Parvatiyar,
1995). A consumer begins to feel safe with the service
provider or supplier when transactions are done
successful (Ravald and Gro¨nroos, 1996). When
consumer trust the company, they realize that this
organization can satisfy their requirements and needs
and in the long run, they become committed to the
company. Consumer online purchase decisions have
mainly focused on identifying the factors that affect
the willingness of consumers to engage in internet
shopping.
In the space of consumer behaviour research
here are general models of purchasing behaviour that
delineate the procedure which consumers use in
making a purchase decision. The online shopping
environment empowers consumers to reduce their
decision-making efforts by giving huge selection,
information screening, dependability, and product
comparison (Alba et al., 1997). Since the Web gives
screened and examination data for options, consumers
may likely to reduce the cost of information on search
and the effort in making purchasing decisions.
2.1 Cost efficiency
Individuals argue that price will also play an
even lesser role on the internet, given the opportunity
for more nonprice data to be delivered. According to
this argument regarding the price, attribute is being so
visible and dominant, the option position, with the
absence of imperative on the amount of information,
is that consumer can spend more time going through it
and evaluating nonprice attribute information (Lynch
and Ariely 2000). Moreover, Brynjolfsson and Smith
(1999) state that in online purchasing lower prices are
being charged than in traditional outlets. Also, wider
prices are being charged for the same product than in
traditional retailing. They estimated this may be the
consequence of more differences in non-price
attributes and services; thus, cost plays a less essential
part in the consumer choice process.
Furthermore, when we attempt to deal with
the different expectations, the part of the cost in the
digital consumer's choice process is not clear. The
consumer in the digital market will have more
information about the products and services and that
the ease of search is higher: as a result, when consumer
making their product choice they will be fully
informed or will be having more opportunity to be
more fully informed. It is also important that research
also need to apply for a consumer choosing across
brands. Brynjolfsson and Smith’s (1999) research
seems to be more specific, which is more focused on
the role of price when deciding to shop online for a
particular product. The hypothesis for the following
would be:
H1a: Cost-efficient has impact on consumer purchase
behaviour.
2.2 Information satisfaction
Information satisfaction refers to consumer
satisfaction and dis satisfaction with an overall
information that is provided for the goods and services
(Crosby and Stephens, 1987). Which implies
exploring through Web pages and contents in an
online service context. It varies from the overall
satisfaction which refers to consumer’s overall
evaluation of an organization based on all encounters
and experience with that specific organisation (Jones
and Suh, 2000). According to the information system
literature, user information satisfaction can be affected
by information quality and user interface quality
(DeLone and McLean, 1992). Information that is
provided by the online store needs to support the
customer service and product. These information

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needs to be helpful and relevant in predicting the
quality and utility of a product or service
(Wolfinbarger and Gilly, 2001). In order to satisfy
consumer’s information needs, such information
needs to be up-to-date when offering products and
service, it should also be sufficient in order to help the
consumer when making a choice, consistent in
representing and formatting the content and also make
it easier to understand (Wang and Strong, 1996).
Therefore, we can say that information satisfaction
will have an impact on consumer purchase behaviour.
The hypothesis for the following would be:
H2a: Information satisfaction has an impact on
2.3 Consumer Trust
Some authors are in progress to examine the
influence of consumer trust in online marketing, due
to the lack of trust among online consumers, it is
considered as the main explanation for low electronic
commerce rates. When a consumer does a transaction
with an online web store that is portrayed to be
operating in an uncertain environment (Fung and Lee,
1999) like the internet, Consumer is less prospective
to assume that everything about their transaction is
guaranteed and usual as associated to their transactions
with an offline store. It clearly shows that the
consumers have no any physical interaction with the
seller in online transactions. Due to this, it is unable to
evaluate effectively the products which are on offer or
to check the identity of the seller. Moreover, it is also
possible that conceivable that the item received is not
the one that was ordered. In addition, the increasing
problem with spam, the continuous periodic reports on
hacker attacks and viruses and the existence of a legal
framework that is incomplete, heterogeneous and
ineffective (Koufaris and Hampton-Sousa, 2002). In
fact, online shopping is seen as being more dangerous
operations (Taylor Nelson Sofres Interactive, 2002)
also developing trust by using the internet is more
difficult than in traditional channels (Bitting and
Ghorbani, 2004). Therefore, we can say that consumer
trust will have an impact on consumer purchase
behaviour.
H3a: Consumer trust has an impact on consumer
purchase behaviour.
2.4Internet shopping experience
Consumers with greater Internet experience
will probably utilize on the web channels to gather
item data because the cost of collecting information is
less costly than that from offline channels (Cook and
Coupey 1998). Consumers who have a greater internet
experience is likely to the various perception of the
attribute of the online channels from that of an internet
beginner and also the consumer will have a higher
confidence on the internet (Bart et al. 2005). For an
Internet beginner, in contrast, utilizing the online
information may evoke perceptions of uncertainty and
complexity. Therefore, Internet experience may
moderate the assessment of online information.
Hence, consumers with more internet shopping
experience will be using the internet as their primary
information source and also more likely to have a
greater confidence on the internet. Furthermore, they
are also more likely influenced by the online reviews.
Therefore, we can say that internet shopping
experience will have an impact on consumer purchase
behaviour.
H4a: Internet shopping experience has an impact on
3.0 Methodology
3.1 Introduction to research methodology
Research is defined as a systematic and
scientific which helps in data collection compilation,
analysis, interpretation, and implication pertaining to
any business problems. Likewise, Research
methodology is the systematic, theoretical analysis of
the techniques which is also applied in the field of
study. In addition, the methodology also involves a
method of describing, explaining and forecasting
phenomena which will help to solve the upcoming and
current problems. By doing this research it does not
provide solutions for the problems but it does offer a
theoretical foundation for understanding which
method of procedure, set of procedure which can be
applied to a specific case. Research methodology also
contains concepts such as research designs, target
population, sample size and sampling procedure, data
collection instruments and data analysis procedure
(Kothari, 2014).

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3.2Conceptual framework
The purpose of the conceptual framework in
research is that which will identify and outline the
possible course of action and also present a preferred
approach to an idea or thought. Jabareen (2009), states
that conceptual frameworks are the products which is
a qualitative process of theorization. Which will also
explore the process of building conceptual
frameworks.
Independent variables Dependent variable
Cost efficient
Consumer purchase
behaviour
Information satisfaction
Consumer trust
Internet shopping
experience
3.3 Research onion
Research onion use to illustrate the stages
that need to be covered when developing a research
strategy. It also provides an effective advancement by
which a research methodology can be well designed.
The five important layers are research philosophy,
research approach, research strategy, and time horizon
and data collection. This will help to design the
research methodology effectively and efficiently
(Saunder, Lewis and Thornhill, 2007).
The researcher has chosen a positivism
research philosophy. The positivism depends on
quantifiable observation which will lead to a statistical
analysis. Likewise, positivism is in accordance with
empiricist view that learning originates from human
experience. Laroche, Habibi and Richard (2012) also
have stated that quantitative methods which are the
questionnaire and hypothesis have been used in their
research, therefore it is justified that positivism can be
used by the researcher. Jankowicz, (2005), states that
they have used positivism in their research because
this method helps the researcher to find the truths of
the observation by using hypothesis deductive
methods. As the positivism relies on the quantitative
data collection method which the author believes is
more reliable than qualitative research. Likewise, the
quantitative research is more trustworthy as it is
collects the data that is needed for the specifically
wanted for the research. Also, the when the research
undertakes positivism research it is more structured
during the studies and discussion.
According to this research project, the
researcher has used deductive approach. The
deductive approach will also contain qualitative
research and quantitative research. Reyes, (2004)
states that deductive is fully based on testing
hypothesis and the negative side of this is that it would
not encourage contrast thinking and also limits the
creativeness. Another journal also stated that in order
to get the answer for the project, the questionnaire was
done by the researcher. Also, the conceptual
framework and its relationship have been explained by
the hypothesis. Likewise, when the research uses
deductive research it clearly defines the both
dependent and independent variables. Thus, the
relationship between the concept and variables can be
found therefore, the hypothesis of each variable can
would be accepted (Taher et al, 2015). Further, with
the use of deductive research the risk that is occurred
in the research can be avoided as the deductive
research clearly test on the hypothesis.
In this research project, the researcher has
undertaken survey strategy. By using survey strategy,
it will help the researcher to obtain information about
practices, circumstances or perspectives at one point
in time through questionnaires and interviews. In
addition, the use of survey strategy will help the
researcher to study more variables at one time than is
normally conceivable in field experiments and while
data can be gathered about real-world environments.
This survey needs to be sent through the link, the
information gathered from this strategy will not be
accurate and honest as there is no seriousness (Fowler,
2009). Ahmad, Ahmed, Rizwan and Haq (2014),
justifies that they have used surveying and case study
for their research strategy in a research project. Lodhi
and Shoaib (2017) state that the data is gathered
through the Google form questionnaire in order to
collect data for the survey in their research project. As
this research is survey based the questionnaire needs
to be distributed within the Colombo districted.
Questionnaire can be developed by using Google form
and 384 responses needs to collected and before
launching the questionnaire the pilot testing needs to
be done among 20 respondents in order to identify that
questions are clear and understandable for the
responses. Survey is data collection with less costly
and less time consuming. Further, it is capable to
collect large number of respondents.
The cross-sectional will be utilized over the
research period of time. The benefit of using cross-
sectional design is that it allows the researcher to
compare different variables at the same time. Ahmad,
Ahmed, Rizwan and Haq (2014), has used cross
sectional in their research which is similar to the
author’s research. Likewise, in this research also the
author has used cross sectional method in order to
conduct the research further, whereas the research will
be completed within a year in a broader topic. Time
period to complete the research is within a year

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therefore, the cross-sectional method will help the
author to accomplish the objectives of the research and
complete the research within the specific deadline that
is given. Cross sectional is less costly to perform and
does not require more time in pursuing. Furthermore,
in cross sectional method multiple variables can be
used at the same time.
Likewise, in this research project all kind of
data collection method is used in order to gather
information and data. The main data sources result
from the primary and secondary research. As a
primary research for this project will be carried by
using questionnaire, interviews, and sampling.
Moreover, as secondary research data and information
will be collected from internet, books, journal articles,
and observation. The research results will be taken
based on 384 questionnaires and 05 interviews will be
taken as the primary data collection. Balakrishnan,
Dahnil and Yi, (2014) justifies that observation and
secondary data methods can also be used to gather the
information through secondary data and then to
analyse the results gained. Interviews also can be used
as it is a clear way of communicating between two
parties. Taher et al (2015) also states that they have
used sampling and structured questionnaire in order to
get the feedback from the respondents, therefore, it is
justified that sampling and questionnaires can also be
used in this research. Questionnaire for this research
needs to done using the Google form software and
distributed among Colombo. The secondary data is
time saving and helps to make the primary research
data collection more specific with the help of data
gathered from the secondary data. Through, certified
sampling method it is chosen that BMS as the
population, and 384 as the sample size through
analysing Morgan table.
4.0 Finding and analysis
Findings and analysis provides a
comprehensive analysis from the data gathered. A
total of 184 questionnaire responses has been gathered
for this research by using google forms. Also, IBM
statistical package for social science (SPSS) has been
used to comprehensive analyses the data that has been
gathered. The analysis that is done for the
comprehensive outlook is divided into separate
segments. Firstly, the author will evaluate on the
sample profile, validity, reliability analysis by using
Cronbach alpha statistic, test for normality, linearity,
correlation and regression will be carried out. Then a
deep discussion will be analysed on the data collection
on the research. A hypothesis test is set about as part
of study.
In order to measure the reliability in this
research Cronbach Alpha test has been used. By using
Cronbach alpha, it dominant measures of how reliable
the data is within the statistic test. A construct or
variable is reliable if the Cronbach Alpha is more than
0.6 (Bryman and Bell, 2007). The Cronbach’s Alpha
in this research is .961 which is greater than 0.6,
therefore this shows that these variables are reliable
for the research work.
Reliability Statistics
Cronbach's Alpha N of Items
.961 4
Pearson correlation indicates the relationship
between two variables. It shows the quality of
connections and the heading of the relationship that
will be taken. This shows that summary of the
correlation of both dependent and independent
variable. As the independent variable of cost efficient
is 0.868 which is similar to the result of Lynch and
Ariely (2000), information satisfaction 0.841 868
which is similar to the result of Crosby and Stephens
(1987), consumer trust is 0.878 which is similar to the
result of Bitting and Ghorbani (2004) and internet
shopping experience 0.875 which is similar to the
result of Bart et al. (2005).
Variables Pearson
correlatio
n
Depen_Consumer_purchase_behavio
ur and Indep_cost_efficient
0.868
ur and
Indep_Information_satisfaction
0.841
ur and Indep_consumer_trust
0.878
ur and
Indep_internet_shopping_experience
0.875

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Model Summary
Mod
el
R R
Square
Adjusted R
Square
Std. Error
of the
Estimate
1 .920a
.846 .843 .39896
a. Predictors: (Constant),
Independent_Internet_Shopping_Experience,
Independent_Cost_Efficent,
Independent_Information_Satisfaction,
Independent_Consumer_Trust
According to the table above it provides R
and R2 values. The R value represents the simple
correlation and which is 0.920 which also represented
a higher degree of correlation (The R column). The R2
value which represents the consumer purchase
behaviour which can be explained by the independent
variables, cost efficient, information trust, consumer
trust and internet shopping experience are shown in
the R square column which can be predicted as
84.60%.
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1
Regres
sion
156.927 4 39.232 246.
477
.000
b
Residu
al
28.491 179 .159
Total 185.418 183
a. Dependent Variable:
Dependent_Consumer_purchase_behaviour
b. Predictors: (Constant),
Independent_Internet_Shopping_Experience,
Independent_Cost_Efficent,
Independent_Information_Satisfaction,
Independent_Consumer_Trust
The significance value which is indicated in
this is at .000 which is a good P value. This model also
shows a good significant between the model factors.
The equation of the regression is:
Y= mx + C
Y = mx1 + mx2 + mx3 +mx4+ C
Y (Consumer purchase behaviour) = m (cost efficient)
+ m (information satisfaction) + m (consumer trust) +
m (internet shopping experience) + c(-.74)
Likewise, it also interprets the objectives of
this research with use of quantitative methods. Results
that is gathered using the Google forms is analysed and
discussed in the following chapter. A proper analysis
simplifies a complication which is associated with a
last number of data collected in a comprehensive
manner such as image, rational to the question and
comparison of each variables are considered in
research (Silverman, 2013). Author has mentioned the
relation between the literatures with the indicators of
the questionnaire analysis at the end of the research.
The purpose this chapter to evaluate the
independent variable questions: cost efficiency,
information satisfaction, consumer trust and internet
shopping experience, also the dependent variable
consumer purchase behaviour questions have been
evaluated. As the social media advertisement is
developing these days this research will review about
the social media marketing that is used by the Dialog
Axiata and how it impacts on the day to day consumer
purchase behaviour. Likewise, four hypothesis have
been identified in this research with the utilisation of
SPSS software and it will provided to effectively drive
a clear process. In order to under each variable used in
this research effectively SPSS software has been used
for clear understanding of cost efficiency, information
satisfaction, consumer trust and internet shopping
experience. And also, with the use of SPSS the
significant amount for each variable is found which is
most important in a research.
5.0 Conclusion and recommendation
Recommendations for Dialog is provided
based on the results that is gathered for this research.
As from the data collection which is analysed in the
previous chapter. The problem that is found from this
research for this Dialog Axiata are,
Risk 1 - 10.9% of the respondents have mentioned that
Dialog does not charge affordable prices for their
service that is provided for the customers.
Recommendation - Dodds et al. (1991) states that
consumer’s perception of value characterises a trade-
off between the quality and the benefits that they will
receive from the product relative to sacrifice they will
perceive in the paying the price for the good. Likewise,
the market perceived quality is adjusted by the
companies for relative product price (Gale, 1994).
Therefore, Dialog has to provide the goods at the
affordable rate that consumer can purchase and also,
they have to check the competitors price and come up
with a pricing strategy in order for the consumer to
purchase their product at affordable rate.

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Risk 2 - 9.3% of the respondents says that Dialog does
not provide a standard quality of services.
Recommendation - Customers satisfaction and dis
satisfaction about the product information and quality
is much important when consumer purchasing goods
and services. Information satisfaction can also affect
the quality of goods that is offered by Dialog
(DeLone and McLean, 1992). Wang, Lo and
Yang, (2004) also states that the impact of service
quality and consumer purchase behaviours on
behavioural aims of customers are joined and analysed
in an integrated framework. Therefore, Dialog can
improve their service quality of 4G network in order
to improve the quality of service standard and also,
they are about to launch the 5G network, hence it will
increase the quality of Dialog Axiata and the consumer
can use the service of Dialog effectively and
efficiently.
Risk 3 - 9.8% of the respondent’s states that there is
no impact of consumer purchase behaviour on online
purchase.
Recommendation - The online shopping pages
engages customers to decrease their basic leadership
endeavours by giving immense choice, data screening,
steadfastness, and item examination (Alba et al.,
1997). Likewise, online shopping has more dangerous
operation when consumer buy goods from online site
and also companies developing trust by online
shopping is complicated than in normal outlets
(Bitting and Ghorbani, 2004). Therefore, Companies
needs to provide proper information and creates a trust
for the consumer that the page is originated by the
company and the transactions will be done much ease.
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