mba_project_report_075.docx

“A STUDY ON EFFECTIVENESS OF DIGITAL MARKETING FOR ILP
OVERSEAS"
A PROJECT REPORT
SUBMITTED BY
BHASKAR ROY
REG.NO:21012003196 of 2021-2022
ROLL NO:21010205058
STUDENT CODE: BWU/MBA/21/075
In partial fulfillment for the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION
Department of Management
BRAINWARE UNIVERSITY
398, Ramakrishnapur Road, Barasat, North 24 Parganas, Kolkata-700125

“A STUDY ON EFFECTIVENESS OF DIGITAL MARKETING FOR ILP
OVERSEAS"
A PROJECT REPORT
SUBMITTED BY
BHASKAR ROY
MASTER OF BUSINESS ADMINISTRATION
In
DEPARTMENT OF MANAGEMENT
398,Ramakrishnapur Road, Barasat, North 24 Parganas,Kolkata-700125

398,Ramakrishnapur Road, Barasat, North 24 Parganas,Kolkata-700125
BONAFIDE CERTIFICATE
Certified that this project report “A STUDY ON EFFECTIVENESS OF DIGITAL
MARKETING FOR ILP OVERSEAS" is the bonafide work of “BHASKAR ROY ” who
carried out the project work under my supervision.
SIGNATURE SIGNATURE
PROF. DR. SAILESWAR GHOSH PROF.SUJIT KUMAR RAY
HEAD OF THE DEPARTMENT DEPARTMENT OF MARKETING

INDEX
Chapter No. Chapter Name Page
no.
Abstract
Introduction
1 Industry Profile
2 Company Profile
3 Literature review
4 4.1 Research Methodology
4.2Introduction
4.1.1Researchobjective
4.2.2 Scope of the study
4.2.3 Research design
4.2.3.1 Data sources & data collection methods
4.2.3.2 Data collection instrument
4.1.4SamplingDesign
4.1.4.1 Population
4.1.4.2 Sampling unit
4.1.4.3 Sampling technique
4.1.4.4 Sampling size
4.1.5 Data analysis tools and techniques
4.1.6 Limitations of the project
5 Data Analysis and Interpretation
6  Findings & Suggestions
 Findings
 Conclusions
 Suggestions
Bibliography
Annexure

Abstract
Digital marketing is marketing that makes use of electronic devices (computers) such as
personal computers, smartphones, cell phones, tablets and game consoles to engage with
stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail,
apps (classic and mobile) and social networks.
Internship at ILP OVERSEAS - EDU WORLD INTERNATIONAL, Surat was a great
exposure to the organization. After going through summer training, this was firsthand
experience of how an organization as well as Marketing department functions.
International Learning Planners play a vital role in providing quality education to candidates
who are interested to study in foreign universities. At ILP we guide each and every student
through the entire IELTS exam syllabus. Moreover, we also provide them the IELTS exam
sample paper to make sure that they are confident enough before appearing for an actual
examination. Our unique teaching methodology makes us one of the best IELTS coaching
institutes in entire Surat.
The International Learning Planners team has more than 14 years of experience in overseas
education counseling, admission counseling, visa counseling, scholarship counseling as well
as coaching classes. The Company has successfully placed more than 10,000 candidates in
the world’s best colleges as well as universities.
The project was in the marketing department of ILP Overseas. The project was “A study on
digital marketing and its impact on lead generation with reference to ILP Overseas”. This
report will help to get an idea about digital marketing and how the digital marketing has
impact on lead and revenue generation for digital marketing companies and with reference
to ILP Overseas. Through this study we will see how online media companies emerging how
they are generating lead and how they are growing economically and lead generation models
of online media companies particularly reference to ILP Overseas.
The Digital Marketing is the most prevalent platform for communication, forming and
maintaining professional as well as social relationships. The growth of platforms and the
exponential rise in the user base of social media websites like LinkedIn, Facebook and
Twitter, is evidence of their widespread acceptance.
Main findings of this internship are given here. Indian customers are highly information

seekers. They collect more information about a product before buying it. Internet penetration
in India is key player for this phenomenon. Most of Indians are getting stimulus through
advertisements, but they are not reaching to end phase of customers purchase journey, mainly
in high involvement purchases. Brands are getting more touch point to reach their target
group in this digital era. More details about findings are given this report.

Introduction
The primary goal of the internship was to get a real time insight into the working of the
organization. The major accomplishment for me during my tenure of two months internship
was to finding and acquiring skilled candidates and to learn more about digital marketing
and how it is done for other industries in the consultancy services, who happens to be our
major client. Also I got to learn about consultancy services promoted by digital marketing
through my study
The working forces of ILP OVERSEAS - EDU WORLD INTERNATIONAL all play a
significant role in the continuous progress of the company. Hence it is essential to keep them
motivated and keep their spirits high. The broad objective of the study was to provide the
appropriate findings to the ILP OVERSEAS - EDU WORLD INTERNATIONAL with the
how was lead generate through the digital marketing.
Therefore in order to has a deep knowledge and understanding about what should the digital
marketing play and important role for generate lead. a study was conducted (with the help of
questionnaires) with the help of 125 candidates in ILP OVERSEAS - EDU WORLD
INTERNATIONAL, SURAT.
Overseas education consultancy are experts or counsellors who assist, guide and direct
students is planning their higher education abroad.The rise of overseas education can be seen
in India and the number of students going abroad have increased ever since. The education
sector has seen a growth of new agents i.e. the overseas consultancy.
Acting as the mediator between the students and the overseas education process, the overseas
education consultancy has made their presence known in India. According to the GMAC
(Graduate management admission council), the number of students from India are second
highest to purse overseas education after China.
These overseas education consultancies have a wide network and the product/services
offered by the mare in line with the higher education process. The majority of students select
Master in Science and MBA as their future goal.But the process to achieve these goals is
very tedious. Students are confused in selecting the right education destination and the right
course, the other factors that the students worry about is the cost,accommodation is another
factor, the visa process and the documentation is the one that takes the longer process because
every country have their own visa requirements and every college/institution abroad has their

own sets of documentation procedure. All in all, the entire process, from beginning till the
end takes about a year to complete.
This is where the overseas education consultancy steps in. They have all the resources and
these resources include knowledge, information and technical. They help in smooth
transition of the entire process which includes counselling, profiling, documentation, visa
process
In today's competitive world where cut throat competition exists, everyone wants to know
their position, their strength and weakness, so it is very essential to know opportunity to
target the potential market, and its becomes very easy to find out potential market or niche
market for any business through the digital marketing and also its less time consuming and
cost saving compare with the traditional marketing.
The project holds great interest for me as a students and as digital marketers. As student I
get a benefits from insight into learn various tools and techniques to generate lead for
businesses through digital marketing.

1.Industry Profile
Overseas education consultancy is experts or counselors who assist, guide and direct students
is planning their higher education abroad.
The rise of overseas education can be seen in India and the number of students going abroad
has increased ever since. The education sector has seen a growth of new agents i.e. the overseas
consultancy.
Acting as the mediator between the students and the overseas education process, the overseas
education consultancy has made their presence known in India. According to the GMAC
(Graduate management admission council), the number of students from India are second
highest to purse overseas education after China. According to an article published by Open
Doors say, that the total number of Indian students currently pursuing higher education in USA
is at about 186,000. In another report says that the number of Chinese students is somewhere
around 220,000.
There are number of factors that have made overseas education consultancy of a prime
importance:
1 .Foreign degree has been of a high importance in the business world
2. Migration is another major factor
3. Permanent residency in other countries
4. Financial and professional growth that a foreign degree brings is unmatchable.
These overseas education consultancies have a wide network and the product/services offered
by the mare in line with the higher education process. The majority of students select Master in
Science and MBA as their future goal.
But the process to achieve these goals is very tedious. Students are confused in selecting the
right education destination and the right course, the other factors that the students worry about
is the cost, accommodation is another factor, the visa process and the documentation is the one
that takes the longer process because every country have their own visa requirements and every
college/institution abroad has their own sets of documentation procedure. All in all, the entire
process, from beginning till the end takes about a year to complete.
This is where the overseas education consultancy steps in. They have all the resources and these
resources include knowledge, information and technical. They help in smooth transition of the
entire process which includes counseling, profiling, documentation, visa process
According to GMAC, USA has been the number one destination for higher education followed
by Canada, UK and Australia. The reason being, a foreign degree has value, international
students are welcomed by these countries, the opportunities are such as studying with students
from different cultures, nations, countries, job opportunities and work life balance is very
attractive to the Indian students.

Countries such as New Zealand, Germany, Ireland, Spain, and France are gaining momentum
due to their ease of acquiring a permanent visa; procedures are less tedious for student looking
to migrate to these countries and the cost of the education is low.
With the Advent of smartphones and seamless connection & network, universities abroad are
providing online education which offers the same benefits and services as benefitted on on-
campus, overseas education consultancy are betting big on this aspect of education. The
overseas consultancy is tapping into experienced candidates as well as the ones who cannot
afford higher education, such online education from foreign universities can be done at a
fraction of the cost.
Some of the most prominent overseas education consultancy in India is
The Copra’s
Jamboree
CAT King Educare
Gee bee Education
ILP Overseas
Imperial overseas education consultant
Study metro- overseas education consultants
Edwise international
These consultancies have pan India presence while some have only selected India presence.
The foot falls generated by these overseas education consultancies at their centers includes
holding seminars, workshops, webinars, these are the most common strategies to generate
footfalls.
There is fierce competition amongst the various overseas education consultancy to attract the
best and the brightest students and are offering various services such as full scholarships,
scholarships based on the range of percentage, accommodation facilities, pre and post departure
services, helping the students in achieving a second degree at a fraction of the cost.
Another new trend that has started, where in the rise of one-year MBA is gaining momentum.
Colleges/universities mostly in Europe are offering one-year MBA. In USA it is yet to catch up
with one-year MBA.
The reason for students giving more importance to this trend is:
1. One-year MBA tends to focus more on working professionals.
2. It can be completed in one year at a fraction of the two-year MBA cost.
3. Universities that offer one-year MBA are slowly and steadily giving admission to new
graduate pass out.
4. One-year MBA focuses only on the specialization courses than two-year MBA which asks
students to study generalized subjects in first year and then specialization courses in second

year.
5. Even companies encourage their top management/employees to pursue one-year MBA partly
or completely sponsored by the company itself
.6.The salary has been slowly increasing for one-year MBA graduates and the highest salary
are offered to students of INSEAD, London Business school and Kellogg University.
7. Job opportunities have started increasing for one-year MBA students
ISB, India is the only college that offers one-year MBA in India. Since the trends in overseas
education are constantly changing, the overseas consultancy should keep themselves abreast of
all changes, transformation and thoughts in higher/overseas education. As such, the consultants
willable to fine tune their services and knowledge and help and guide students in the right
direction.
With the utilization of the internet, Digital marketing has become essential with the internet
being accessible by all and forming opinions and their buying decisions on the basis of what
they read online. While every single industry is battling with a growth rate of 5 to 10 %, the
advanced media industry is going high with 40% development rate. Such reports are sufficient
to advise the place to digital marketing in next couple of years.
Digital Marketing is developing at a fast pace in India. As the web clients are expanding step
by step, web-based business industry is additionally on a hike. Organizations are moving their
promotion spending plan from customary advertising to advanced digital marketing. A brand
can no longer afford to ignore or under weigh the game of social media marketing or SEO
analytics. The brands have realized that the consumption of information has changed; it has
shifted from print and TV to the Internet. Even the medium of consumption has seen a shift
people are now consuming maximum information on their mobile phones and to reach them on
their handsets, digital marketing is the definite way.
As per IBEF.org (India Brand Equity Foundation), India’s digital advertisement market is
expected to grow at a compound annual growth rate (CAGR) of 33.5 per cent to cross the Rs
25,500 core (US$ 3.8 billion) mark by 2020
The Internet’s share in total advertising revenue is anticipated to grow twofold from eight per
cent in 2013 to 16 per cent in 2018. Online advertising, which was estimated at Rs 2,900 crore
(US$ 435 million) in 2013, could jump threefold to Rs 10,000 crore (US$ 1.5 billion) in five
years, increasing at a compound annual rate of 28 per cent.
The global digital marketing landscape is growing relentlessly. One of the major factors
influencing the growth of digital marketing is its ability to track and monitor the outcome of
spending on digital marketing efforts. Unlike traditional methods, companies do not wait for
their revenue number to increase and show the success of their promotional efforts. Instead via
the number of likes, share, comments, and virility of their advertising campaign, brands
successful apprehend their sales figure for a specific duration. Much of this market’s growth

can be attributed to the fact that these platforms are interactive for users.
Digitalizing lifestyles of the middle-class population, growing use of internet, mobile and
social media are one of the major factors responsible for the growth of digital marketing
globally. Users are continuously shifting towards digital media are additionally providing
purpose to market growth.
Future growth in this market will mostly be by the use of mobile devices. It is the most preferred
digital media platform. The best approach to digital marketing stages is reasonable for clients.
Client engagement rate of these campaigns is moderately higher than other advertising
methodologies.
Digital Marketing Scenario in India-
India is that the world’s second largest net population. Once the proliferation of Internet,
promoting strategy has taken Associate in Nursing off root to succeed in bent on the general
public. The tremendous growth that digital promoting has shown can't be match up with any
other strategy. Wanting up to the present scenario in Asian country, individuals here aren't
solely aware of net however are using it for various functions in life. Thus, there’s a booming
net promoting trade in India. In Asian country social media is that the driving the adoption of
digital promoting. Asian country may be a relative latecomer to the web looking revolution but
it's expected that on-line sales can grow by fifty per cent annually within the next few years.
The country is already the third largest nation of net users with over 120 million and therefore
the speedy uptake of mobile commerce is expected to extend the number of users to over 550
million by 2020. Social media helps to drive the development of digital promoting. Increasingly
rich populations of young internet savvy customers are disbursement additional time and cash
on-line and in doing therefore are influencing looking trends.
Among the popular merchandise on-line are books, consumer physical science, travel, financial
services, attire and sweetness care. Online shopping activity is focused in major urban
conurbations with city being the main center followed by city and Kolkata. A large proportion
of the purchases are conducted in on-line market places like Snadpdeal, launched in 2010.
Currently, the internet accounts for solely a tiny low proportion of India’s value however the
predictions are that an internet boom is simply round the corner for Retailers. India’s young
generation are alleged to follow strict ethical and family values and supposed to invest their
whole time and attention towards study and career. So the career, education must be the only
aim of a them. Indian customers are the powerful segment within the market WHO directs the
manufacturers to form what they need. This study evaluates the extent to that the customers
plays role in leading the marketer. The study are going to be helpful for the marketer to plan
the promoting ways to capture this and potential youth segment within the merchandise below
study. According to the National couturier Policy-2014, the study that cowl the whole costumer
within the age-group of 15-29 years

Competitors of ILP Overseas-
1. Elite Overseas education, Surat, Gujarat
2. Rao consultants, Ahmedabad, Gujarat
3. Strom Overseas, Pune, Maharashtra
4. KC Overseas Education, Nasik, Maharashtra
5. IDP Consultancy, Nasik, Maharashtra
6. SIEC Education, Pune, Maharashtra
Endwise International, Pune, Maharashtra

CHAPTER NO 2
COMPANY PROFILE
2.Company profile

International Learning Planners play a vital role in providing quality education to students who
are interested to study in foreign universities. ILP Overseas focuses on providing a meaningful
semester and abroad experience for college-age volunteers which makes a difference by helping
children in foreign countries.
At ILP Overseas we guide every student through the entire exam syllabus. Moreover, we also
provide them the sample paper to make sure that they are confident enough before appearing for
an actual examination.
We provide unique teaching methodology makes them one of the best coaching institute
education counseling, admission counseling, visa counseling, and scholarship counseling well as
coaching classes. They have successfully placed more than 10,000 students in the world’s best
colleges as well as universities around the world.
Achievements of ILP Overseas:
1)We successfully placed more than 10,000+ students abroad in the last 14 years with good
quality of education.
2)We provide a 100% Admission success rate.
3)We provide 100% VISA facilities.
4)High IELTS and TOEFL exam scores for our students.
5)ILP Overseas helps in Independent Recognition from various industry bodies.
6)ILP overseas provides students to experience new countries and lifestyles.
7)Organized a host of education fairs that have resulted in catering to thousands of students
being placed in universities worldwide.
Implementation of ILP Overseas:
ILP Overseas has various meetings with University delegates from foreign countries over 200+
universities for direct interviews, application fee waivers, spot admission offers, and
scholarships.
ILP Overseas has a 100% success rate with an admission of students to colleges/universities in
the USA, UK, Canada, Australia, New Zealand, Singapore, France, Switzerland, and Italy, etc.
ILP Overseas has a 100% success rate with expert Visa Guidance through personalized tailor that
benefits students to improve their knowledge by made consulting services.
Focus on Scholarships, bursaries, and application fee waivers to help reduce your financial

burden. Small batch size coaching was provided for IELTS, TOEFL & PTE results.
Personal guidance by experts for course, university, and country selection based on your, career
goals, budget, and other preferences, etc.
Assistance with university/college application forms, scholarship procurement forms, document
preparation, and editing of documents like essays, recommendation letters, resumes, etc.
Constant follow-up with the university admission officers for admission offer letters, flyers, and
scholarships, etc.
From over 200+ universities for direct help with education loans, airline ticketing with extra
luggage, insurance, housing accommodation, airport pick-up services, foreign exchange, etc. to
ensure you have a smooth landing at your destination.
Services profile
1) Service on Counseling on Admission:
ILP Overseas is the most popular and one of the largest and most well-known foreign education
consultants in India. It makes a student encouraged for counseling. ILP is renowned throughout
the world for its admission counseling because it helps young teenagers to overcome their studies
abroad.
2) Service on Counseling on VISA facilities
International Learning Planners has a team of the best visa counselors in India. ILP Overseas has
trained professional who helps the student to achieve their knowledge. There are International
Learning Planners has a team of the best visa counselors in entire India. There are very well
trained and have more than 14 years of experience in the visa counseling process. So a student
can grasp the opportunity.
3) Service related to support of students:
Even though they have a team of experts as they became the friend of students. They understand
that studying abroad for the first time can be a huge challenge for most of us. So, ILP provides
for a host of support services.

4)Service on coaching classes:
International Learning Planners provide in-depth knowledge for all the examinations such as
GRE, GMAT, IELTS, and many more. They provide the best coaching classes for all English
entrance exams.
5) Additional Value-adding Services:
education counseling, admission counseling, visa counseling, scholarship counseling as well as
coaching classes. They have successfully placed more than 10,000 students in the world’s best
colleges.
6) Service for Scholarship:
ILP has an outstanding track record in procuring scholarships and financial aid for our students,
from universities around the world. Each scholarship application form is submitted with the
utmost precision and all requirements duly fulfilled.

CHAPTER NO. 3
Liteature Review
3. Liteature Review

• Neelika Arora 32has published research article entitled “Trends in Online Advertising” in
advertising Express, Dec2013. The global online advertising revenues are expected to touch US
$10bn by 2015. In India, the revenues at present are estimated to be Rs.80 cr. and are expected to
increase six times more within the next five years. In India, Internet as a medium is accepted by a
wider industrial segment that includes automobiles, telecom, education, banking, insurance,
credit cards, FMCG (Fast Moving Consumer Goods), apparel/clothing, durables, media, business
services and tourism. Out of these, it is estimated that the banking, FMCG and insurance sectors
together account for 45% of the total advertising spend. In comparison to this, automotive, travel
and retail spend 37% of the total advertising revenue and financial service companies spend 12%
only. Some of the top spenders in India are automobiles, followed by brands like Pepsodent,
Kelloggs, Cadbury, HDFC (Housing Development Finance Corporation Ltd.) loans and Sunsilk.
In addition to these the early adopters in the field of finance and IT are also increasing their
spending. Globally, the trend is that almost 60% of the revenue goes to five firms Goggle,
Yahoo, Microsoft, AOL(America Online Launchers), and Overture. Approximately, 90% of the
Goggle revenues come from advertising. In India, portals like indiatimes.com,
exchange4media.com, rediffmail.com, agencyfaqs.com etc are attracting major online spender.
This article explains demographic profile of Indian users. It also gives the comparison between
global trend and Indian trend, which is useful for my research work.
• Sumanjeet37 has published article on “On Line Banner Advertising” in Indian Journal of
Marketing. Online banner advertising has great potential as an advertising medium. It is easy to
create, place and use. It offers companies targeting well educated, innovative, affluent
males/females or students with great potential for success as their segments are highly
represented.
• Avinash kaushik is an indian entrepreneur published an article in dec 2014 titled digital
marketing and analytics are two ladders of magnificent success.
• Jaffrey Graham45 has published his article entitled “Web advertising’s future eMarketing
strategy” Morgan Stanley Dean Witter published an equity research report Downloaded by B320
Raj (royj3203@gmail.com) lOMoARcPSD|19991691 analyzing the Internet marketing and
advertising industry. The report studies research from dozens of companies and calculates the
cost and effectiveness of advertising across various media. Branding on the Internet works. For
existing brands, the Internet is more effective in driving recall than television, magazines, and
newspapers and at least as good in generating product interest.Advertising in social media: How
consumers act after seeing social ads. Adapted from Nielsen (2012: 10). Social media has not
only changed how people communicate online, but it has also changed the consumption of other
media too. Online social connections are used to filter, discuss, disseminate, and validate news,
entertainment, and products for consumption. (Ryan 2011: 15) The next chapters will explain
more about each of the world‘s current most widely used social medias. There are, of course,
many other social networks and applications (apps) available but considering the study, the focus
is on the main Medias.
• Vikas Bondar has published his article on “sales and marketing strategies” Internet is a really
good thing. The Internet gives people a greater amount of information as we need. It is the best
way to get a comparison of the products that we need. If we are interested in buying, it is best for
us to check the Web sites. Also if we would like to make our own Web page we can do this,

without paying a lot of money. From where do we set all this information? The answer is from
advertising, which we see, everywhere: on TV, on the Internet, in the newspapers and more.
Year after year we get more and more new, interesting information and in the future the Internet
use will increase more than now. This article explains how internet is useful tool for
advertisement
• According to Garder‘s survey (2013), the top priority in digital marketing investment will be to
improve commerce experiences through social marketing, content creation and management and
mobile marketing. Key findings also revealed that a company’s marketing success relies mostly
on their website, social marketing, and digital advertising, which are all parts of digital
marketing. In addition, savings made by using digital marketing can be reinvested elsewhere.
Normally, companies spend 10 percent of their revenue on marketing and 2.4 percent on digital
marketing, which will increase to 9 percent in the future
• J Suresh Reddy26 has published article in Indian Journal of Marketing. Title of article is
“Impact of E- commerce on marketing”. Marketing is one of the business function Downloaded
by B320 Raj (royj3203@gmail.com) lOMoARcPSD|19991691 most dramatically affected by
emerging information technologies. Internet is providing companies new channels of
communication and interaction. It can create closer yet more cost effective relationships with
customers in sales, marketing and customer support. Companies can use web to provide ongoing
information, service and support.
• Economic times published article on “Indian companies using digital marketing for
competitive advantage” in Oct 2014. According to this article a growing number of marketers in
India are leveraging digital marketing to increase their competitive advantage, a research by
Adobe and CMO Council has revealed. According to the study, India leads in the confidence in
digital marketing as a driver of competitive advantage. Ninety-six per cent of the Indian
marketers have high confidence in the ability of digital marketing to drive competitive
advantage. It is among the highest in Asia-Pacific APAC with only Australia leading with 97 per
cent, the research said. However, while Indian marketers believe that the key driver to adopting
digital is a growing internet population (70 per cent in India against 59 per cent in APAC), their
belief that customer preference and digital dependence drive the adoption of digital, and that
digital can engage the audience, is lower than the APAC averages, it added.
• The 2014 Adobe APAC Digital Marketing Performance Dashboard was compiled through
quantitative surveys with over 800 marketers across the region.Marketers from Australia, Korea,
China, India, Hong Kong, Singapore and other countries were covered. "However, while India is
an emerging leader in Digital Marketing, it has dipped in its own performance this year as
compared to the previous year. It is important to note that India scored much higher than the
APAC average last year," it said.Adobe Managing Director South Asia Umang Bedi said that
customer preference and digital dependence would increase along with the increase in
penetration of internet in the Indian market. "Therefore, what would matter is how the Indian
marketers are able to increase engagement and activate audience through digital marketing. This
presents challenges in programme planning, execution and most importantly measurement," he
added. The study also revealed that compared to their APAC counterparts, Indian marketers are
receiving lesser support from channel and sales teams for increasing digital spends. However

they are doing better as compared to last year suggesting that departments that have a customer
interface are realising the importance of digital marketing in augmenting their effort.
CHAPTER NO. 4
RESEARCH METHODOLOGY
4.Research methodology

1) Introduction:-
This chapter deals with the research methods and techniques used in conducting the present in
the study. It includes research objectives, location of the study, type of research design, sources
of data collection, sampling design, sampling procedure, scope of the study, limitation of the
study.
Definition:-
Research methodology is a systematic process to solve the research problems. It may be
understood as a science of studying how research is done scientifically. Why a research study has
been undertaken, how the research problem has been defined. In what way and why the
hypothesis has been formulated, what data we have been collected and particular method has
been adopted. Why particular technique of analyzing data has been used and a host of similar
other questions are usually answered when we talk of research methodology concerning a
research problem or study.
2)Research design:-
Researcher design refers to the framework of market search methods and techniques that are
chosen by a researcher. The design that is chosen by the researcher allow them to utilize the
method that are suitable for the study and to set up their studies successfully in the future as well.
For the study researcher would like to interact with Marketing person, digital marketing
team for collecting data, hence it can be andescriptive research design.
3)Objective:-
1. To study the consumer perception with reference to digital communication
2. To recognize the usefulness of digital marketing in the competitive market.
3. To study the effectiveness of services provided by ILP Overseas.
4. To study factors affecting on consumer behavior at the time of selection of ILP Overseas.
4)Sources of data collection:-
Primary data:-

The data that is directly collected and was not available before is called as “Primary data”.
The sources of primary data are very useful in finding the real facts about the situation. It
includes the personal observation of researcher. This can be gathered using techniques like
interview, mailing, counseling etc.
In this research we collected the primary data via the questionnaire survey.This data is collected
from the customer survey and existing customer.
Secondary data:-
The previously recorded information about an event is very important in finding the solution of
similar kind of problems. The readily available information is called “secondary data”. It is
already processed and compiled with an evaluation. These can be gathered from the published
reports like annual reports, financial reports, journals as well as some unpublished reports. In this
research we obtained the secondary data from sources like company website, other reliable
websites, internal reports and other published sources.
5)Sample design:-
1. Sample population:-
For this study the population researcher considered is the abroad going student for the education
purpose.
2) Sample technique:-
Stratified random sampling is a method of sampling that involves the division of a population
into smaller subgroups known as strata.
3) Sample size:-
There are 72 responded are response to the questionnaire for collecting data.
4) Sample Area:-
The area of the study is Ahmedabad is consider.
6)Scope of the study:-
The widespread use of digital promotion in education sector. Effectiveness of the medium was
felt due to the increase influence of young students seeking information on the digital media for
taking this crucial decision. Focus was mainly on analyzing effectiveness of digital marketing for
education related decisions the generalization drawn are only indicative and not

conclusive.However there is a scope for a future research where gender wise influences of digital
marketing for various other decision can be studied.
7)Need and significance of the study:-
1) This study significance for It helps focus on targeted audiences with a global reach, unlike
traditional marketing, bringing in high revenue with little investment.
2) Digital marketing is that easily track and monitor education campaigns. In that we invest time
and money into campaigns, you want to know that they are working. Digital marketing makes it
easy for you to track your campaigns, which allows you to adapt and drive better results.
3) Marketing for your business is that it makes the customers aware of ILP overseas services,
engages them, and helps them make the buying decision.
8) Limitations of study:-
Though, best efforts have been made to make the study fair, transparent and error free. But there
might be some inevitable and inherent limitations. Though outright measure are undertaken to
make the report most accurate. The limitations of the survey are narrated below:
1)It was not possible to cover each and every respondent due to time constraints.
2)There may be some biased response from the respondents.
3)Unwillingness on the part of the customers to disclose the information as per the questionnaire.

CHAPTER NO:5
DATA ANALYSIS & INTERPRATESTION
5.Data analysis and interpretation

 How often do you engage with digital marketing content?
Opinion NO. of Responses Percentage
Daily 24 33
Weekly 27 37
Monthly 9 13
Rarely 12 17
Never 0 0
Total 72 100
Analysis: - From the above graph 33% peoples opinion is they are engage with digital marketing
content daily, 37% of people are weekly, 13% of respondent are monthly, 17% of respondent are
rarely engage with the digital marketing content.
Interpretation:-A pie graph shows that number of respondent engage with the digital marketing
content. By analyzing the graph most of the respondent are engage with the digital marketing
content weekly and the least in the never.
33%
37%
13%
17%
0%
Daily
Weekly
Monthly
Rarely
Never

 How do you feel about the digital marketing content you come across?
Opinion No. of responses Percentage
Interested 27 37
Neutral 21 29
Annoyed 15 21
Irrelevant 9 13
Total 72 100
Analysis: - From the above pie diagram showing the 37% of people get a Interested content from
digital marketing, 29% get neutral content, 21% of respondent get Annoyed content, 13% of
respondent get a irrelevant content from digital marketing.
Interpretation: - A graph showing that most of people get an interested content what they want
from digital marketing and least people get irrelevant content from digital marketing.
37%
29%
21%
13%
Interested
Neutral
Annoyed
Irrelevant

 How do you prefer to receive digital marketing information?
Opinion No. of respondent Percentage
Email 21 29
Social media 33 46
Search engine 18 25
Other 0 0
Total 72 100
Analysis: - From the above graph 29% of people are prefer email to receive digital
marketing content, 46% of respondent is Social media, 25% of respondent are prefer search
engine channels to receive a digital marketing content’
Interpretation: - An above pie graph showing most of people prefer social media as a prefer
channel for digital marketing and least prefer other channel for digital marketing content.
29%
46%
25%
0%
Email
Social media
Search engine
Other

 How likely are you to make a purchase based on digital marketing?
Very likely 6 8
Somewhat likely 33 46
Neutral 15 21
Not very likely 12 17
Not at all likely 6 8
Total 72 100%
Analysis:- An above pie graph showing that 8% of respondent are very likely to purchase a
services based on digital marketing, 46% of respondent opinion is somewhat likely, 21% of
respondent are neutral, 17% of respondent opinion is not very likely, 8% of respondent
opinion is not at all likely to purchase base on digital marketing.
Interpretation: - An above diagram showing that most of respondent are somewhat likely to
purchase based on digital marketing, least of respondent opinion is not at all likely.
8%
46%
21%
17%
8%
Very likely
Somewhat likely
Neutral
Not very likely
Not at all likely

 How did you first hear about the overseas education services provided by ILP
Overseas?
Online advertisement 33 46
Social media promotion 24 33
Referral from friends and
family
12 17
Email 3 4
Total 72 100%
Analysis: - A above pie graph show that 46% of respondent get a information through online
advertisement, 33% of respondent from social media promotion, 17% of respondent from
referral from friends and family, 4% of respondent are hear from the email.
Interpretation: - A above pie graph shows that most people are hear first time about ILP
Overseas from Online advertisement, and least of respondent are hear first time from Email.
46%
33%
17%
4% Online
advertisement
Social media
promotion
Referral from
friends and family
Email

 How do you rate effectiveness of the digital marketing efforts of our competitors
of overseas education consultant?
Very effectively 18 25
Somewhat effectively 42 58
Not very effective 9 13
Not at all effective 3 4
Total 72 100%
Analysis:- From the above pie diagram for 58% of respondent opinion is digital marketing
content is somewhat effective of competitors, for 25% of respondent it’s very effective, for 13%
of people it’s not very effective, for 4% of people it’s not at all effective of competitors digital
marketing content.
Interpretation: - A above pie chart shows that most of peoples respondent is competitors digital
marketing efforts is somewhat effective.
25%
58%
13%
4%
Very effectively
Somewhat effective
Not very effective
Not at all effective

 How do our digital marketing efforts compare to those of our competitors of
providing overseas education services?
Opinion No. of responses Percentage%
More effective 30 42
As effective 27 37
Less effective 9 13
Don’t know 6 8
Total 72 100%
Analysis: - An above pie chart shows that digital marketing efforts as compare to other
competitors, 42% of respondent opinion is more effective, 37% of respondent opinion is as
effective, 13% of respondent opinion is less effective, 8% of respondent opinion is they don’t
know.
Interpretation: - A above pie chart shoes that most of respondent response is digital
marketing efforts is more effective as compare to other competitors and least don’t know.
42%
37%
13%
8%
More effective
As effective
Less effective
Don’t know

 How do you rate the relevance and usefulness of the digital marketing content
provided by ILP overseas?
Very useful 24 33
Somewhat useful 30 42
Neutral 18 25
Not very useful 0 0
Not at all useful 0 0
Total 72 100%
Analysis: - A above pie chart shows about relevance and usefulness of digital marketing
content provided by ILP overseas, 33% of respondent opinion is very useful, 42% of respondent
opinion is somewhat useful, 25% of respondent opinion is neutral.
Interpretation: - A above pie chart shows that for most of people digital marketing content
provided by ILP overseas is very useful to get a services related to abroad admission.
33%
42%
25%
0 0
Very useful
Somewhat useful
Neutral
Not very useful
Not at all useful

 How satisfied are you with the overall service provided by the ILP Overseas?
Very satisfied 30 42
Somewhat satisfied 33 46
Neutral 6 8
Somewhat dissatisfied 3 0
Very dissatisfied 0 0
Total 72 100%
Analysis: - An above pie chart shows that satisfaction of consumer about the services that is
provided by ILP overseas, 42% of respondent opinion is very satisfied, 46% of respondent
opinion is somewhat satisfied, 8% of respondent opinion is neutral, 4% of respondent
opinion is somewhat dissatisfied about the services.
Interpretation: - an above pie chart shows that most of respondent is very satisfied by the
services provided by the ILP overseas to them and least of respondent is somewhat
dissatisfied.
42%
46%
8%
4% 0%
Very satisfied
Somewhat satisfied
Neutral
Somewhat
dissatiesfied
Very dissatisfied

 How satisfied are you with the information provided on our website about the
overseas education service?
Very satisfied 30 42
Somewhat satisfied 27 37
Neutral 15 21
Somewhat dissatisfied 0 0
Very dissatisfied 0 0
Total 72 100%
Analysis: - An above diagram shows that satisfaction of consumer from the information
provided through the website of ILP Overseas, 42% of respondent opinion is Very satisfied,
37% of respondent are somewhat satisfied, 21% of respondent opinion is neutral.
Interpretation:- A above pie chart shows that the most of respondent opinion is they very
satisfied through provided an information on the ILP overseas website.
42%
37%
21%
0% 0%
Very satisfied
Somewhat satisfied
Neutral
Somewhat
dissatisfied
Very dissatisfied

 How clear and detailed were the instructions provided by the overseas education
provider?
Extremely clear & detailed 36 50
Somewhat clear & detailed 24 33
Neutral 12 17
Somewhat unclear & vague 0 0
Extremely unclear & vague 0 0
72 100%
Analysis: - An above pie chart shows that the information provided by the ILP Overseas
education provider, 50% of respondent opinion is extremely clear & detailed, 33% of
respondent opinion is somewhat clear and detailed, and 17% of respondent opinion is neutral
about the instruction given by the ILP Overseas.
Interpretation:- An above pie chart shows that most of respondent opinion is they are
extremely clear and detailed about the clear and detailed information provided by the ILP
overseas provider.
50%
33%
17%
0% 0% Extremely clear &
detailed
Somewhat clear &
detailed
Neutral
Somewhat unclear &
vague
Extremely unclear &
vague

 How easy was it for you to contact our customer service representative?
Very easy 24 33
Somewhat easy 27 38
Neutral 21 29
Somewhat difficult 0 0
Very difficult 0 0
72 100%
Analysis: - An above pie chart shows that how easy for them to contact ILP overseas to
customer service representative, 33% of respondent opinion is very easy, 38% of respondent
opinion is somewhat easy and 29% of respondent opinion is neutral.
Interpretation: - An above pie chart shows that the most of respondent opinion is somewhat
easy for them to contact ILP Overseas customer representative.
33%
38%
29%
0% 0%
Very easy
Somewhat easy
Neutral
Somewhat difficult
Very difficult

 Which factors are affecting to you for choosing our services?
Opinion Very
important
Somewhat
important
Neutral Somewhat
unimportant
Very
unimportant
Online review 39 0 3 21 3
Online
advertisement
3 27 18 21 3
Referral from
friend & family
15 9 27 9 9
Responsiveness
& helpfulness
3 9 15 15 15
Fees and cost 3 18 3 0 33
Analysis: - An above pie chart shows about the factors affecting to choose ILP Overseas
services, for 39 respondent online review is very important factor, for 27 respondent online
advertisement is somewhat important factor, for 27 respondent referral from family and friend is
neutral factor, for 15 respondent opinion is responsiveness and helpfulness of ILP Overseas is
neutral factor, for 33 respondent opinion is cost and fees is the very unimportant factor for them.
Interpretation: - An above pie chart shows that online review is the most important factor for
choosing them to choose ILP Overseas services and cost and fees are the most unimportant
factor to choose ILP Overseas services.
39
3
15
3 3
27
9 9
18
3
18
27
15
3
21 21
9
15
0
3
9
15
33
0
5
10
15
20
25
30
35
40
45
Online review Online
advertisement
Referral from
friends & family
Responsiveness
& helpfulness
Fees & cost
Very important Somewhat important Neutral
Somewhat unimportant Very unimportant

 How important was the social media presence of ILP Overseas in your decision
making?
Very important 18 25
Somewhat important 21 29
Neutral 12 17
Somewhat unimportant 12 17
Very unimportant 9 12
Total 72 100%
Analysis: - An above pie chart shows that for 25% of respondent social media presence of
ILP Overseas is very important in their decision making,for 29% of respondent is somewhat
important, for 17% of respondent opinion is neutral, for 17% of respondent it’s somewhat
unimportant and for 12% of respondent social media presence is very unimportant.
Interpretation:- An above pie chart shows that social media presence of ILP Overseas, for
most of respondent response social media is somewhat important.
25%
29%
17%
17%
12%
Very important
Somewhat
important
Neutral
Somewhat
Unimportant
Very Unimportant

 Would you recommend our overseas education services to other?
Yes 48 67
No 0 0
Maybe 24 33
Total 72 100%
Analysis: - An above pie chart shows that 67% of respondent opinion is they recommend
ILP Overseas services to other and 33% of respondent opinion is maybe.
Interpretation: - An above pie chart shows that most people are recommend the service to
other, and least of people response is maybe they share about the ILP Overseas.
67%
0%
33%
Yes
No
Maybe

CHAPTER NO.6
FINDINGS, , SUGGESTIONS,LIMITATIONS
CONCLUSION

6.1.FINDINGS
1) According to the survey 37% of respondent are weekly engage with the digital marketing
content.
2) Among the 72 respondent 37% opinion is they are get an interested content what they want
from the digital marketing.
3) It was founded that 46% of respondent are interested in get the digital marketing information
through the social media.
4) As per the opinion of respondent 46% of respondent are make a purchase decision on the
basis of digital marketing content.
5) If we see 46% of respondent are first hear about ILP Overseas from online advertisement
medium.
6) Among the 72 responses 56% of respondent opinion is competitors digital marketing content
is somewhat effective as compare to ILP Overseas.
7) As compare to competitors of ILP Overseas our digital marketing content our efforts are very
effective as per the response.
8) Among the all responses 42% of respondent opinion is relevance and usefulness of the
digital marketing content provided by ILP overseas is somewhat useful.
9) As per the responses collected 46% of respondent are somewhat satisfied with the services
provided by ILP Overseas.
10) It was founded that 42% of people are very satisfied through information provided on our
website about the overseas education service.
11) As per the responses 50% respondent response is they get extremely clear and detail were
the instructions provided by the overseas education provider.
12) From the overall survey 38% of respondent opinion is some what easy to contact with ILP
Overseas.
13) For 39% of respondent online review about ILP Overseas is the most influencing factor to
choose ILP Overseas services.

14) As per the survey for 29% of respondent ILP Overseas social media presence is somewhat
important.
15) From the overall respondent 67% are recommend our services to other customer.

6.2.Suggestions
 ILP overseas have to be utilize video marketing to its fullest potential, video content offers
much more value compared to textual or image-based content. Using video content in long
and short formats, you can show off your services and talk about the programs your company
offers.
 Even if Google is the number one search engine, it is a good strategy to optimize your
content to rank on other search engines as well. You never know which search engine may
bring you traffic.
 By sharing stories of students who have found success after attending your service, you can
show that your companies services is dedicated to helping its students succeed.
 Company also have to focus on pay per click (PPC) so company will generate more leads, it
is important to ensure that the ads are well-targeted and relevant to the audience, otherwise,
the clicks may not result in conversions.
6.3.Limitations
Sample size: sample size matters allot because when sample size is small then it
willbe difficult to find significant relationships from the data, as statistical tests
normally require a larger sample size.
Lack of available and/or reliable data – because of lack of data it will limit the
scopeof analysis, the size of sample, or it tends to be a critical obstruction in finding
a pattern and an important relationship.
Self-reported data- This data is collected by myself so self-reported data is
limitedby the fact that it rarely can be independently verified.
Small area- because research done on small area that's why there are some difficulties in doing
data interpretation

 6.4. CONCLUSION
 Studying consumer perception with regards to digital communication can provide
valuable insights into how individuals interact with digital channels and platforms. This
can inform the development of more effective digital marketing strategies and improve
the overall customer experience. Additionally, understanding consumer perceptions of
digital communication can help businesses stay current and stay ahead of the trends in the
digital landscape. Overall, studying consumer perception with reference to digital
communication can be beneficial for both ILP Overseas and consumers.
 Based on the elaboration above, it can be inferred that the use of digital marketing is able
to promoting or selling expends of its service despite its wide range. Besides, the use of
marketing strategy through digital marketing with all media from YouTube, Facebook,
Google, and especially official company website can strengthen ILP Overseas awareness
in the target audience. Recognizing the usefulness of digital marketing in the competitive
market for overseas education consultant like ILP Overseas can be highly beneficial for
the growth and success of the company.
 Studying the effectiveness of the services provided by ILP Overseas, an overseas
education consultancy, is essential for understanding the strengths and weaknesses of the
company. By analyzing customer feedback, satisfaction levels, and overall service
performance, the company can identifies areas foe improvement and make necessary
changes to better serve their clients.
 Additionally, identifying key factors that influence consumer behavior can help ILP
Overseas differentiate themselves from competitors and position themselves as a
preferred choice among potential students. Overall, studying the factors affecting
consumer behavior at the time of selecting ILP Overseas services is crucial for the
continued success and growth of the company. Understanding these factors can help the
company tailor their marketing and service offerings to better meet the needs and
preferences of their target audience.


APPENDIX
QUESTIONNAIRE
Dear Sir/Madam, Dear Respondent, I am conducting this survey as the part of my MBA Project I
am requesting you to read the questions carefully and answer it. I ensure you that the
information given by you will remain confidential:
BHASKAR ROY
MBA 4TH
SEMESTER
QUESTIONNAIRE
 How often do you engage with digital marketing content?
Daily
Weekly
Monthly
Rarely
Never
 How do you feel about the digital marketing content you come across?
Interested
Neutral
Annoyed
Irrelevant
 How do you prefer to receive digital marketing information?
Email
Social media
Search engine
Other

 How likely are you to make a purchase based on digital marketing?
Very likely
Somewhat likely
Neutral
Not very likely
Not at all likely
 How did you first hear about the overseas education services provided by ILP Overseas?
Online advertisement
Social media promotion
Referral from friends and family
Email
 How do you rate effectiveness of the digital marketing efforts of our competitors of overseas education
consultant?
Very effectively
Somewhat effectively
Not very effective
Not at all effective
 How do our digital marketing efforts compare to those of our competitors of providing overseas education
services?
More effective
As effective
Less effective
Don’t know
 How do you rate the relevance and usefulness of the digital marketing content provided by ILP overseas?
Very useful
Somewhat useful
Neutral
Not very useful

Not at all useful
 How satisfied are you with the overall service provided by the ILP Overseas?
Very satisfied
Somewhat satisfied
Neutral
Somewhat dissatisfied
Very dissatisfied
 How satisfied are you with the information provided on our website about the overseas education service?
Very satisfied
Somewhat satisfied
Neutral
Somewhat dissatisfied
Very dissatisfied
a. How clear and detailed were the instructions provided by the overseas education provider?
Extremely clear & detailed
Somewhat clear & detailed
Neutral
Somewhat unclear & vague
Extremely unclear & vague
 How easy was it for you to contact our customer service representative?
Very easy
Somewhat easy
Neutral
Somewhat difficult
Very difficult
 Which factors are affecting to you for choosing our services?
Yes
No
Maybe

Refference:
About marketing:
https://www.investopedia.com/terms/m/mar
keting.asp(NCERT book of business studies
and from website)
Literature-review:
https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=literature+revi
ew+on+marketing+&btnG=

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