DISSERTATION PROJECT REPORT

ON
“IMPACT OF DIGITAL MARKETING ON CONSUMER
BUYING BEHAVIOUR”

(A CASE STUDY OF SULTANPUR)

Submitted for the partially fulfillment of degree of

MASTER OF BUSINESS ADMINISTRATION

Session: 2018-20

Under The Supervision Of: Submitted By:

PROF. TULIKA SAXENA SWAPNIL SRIVASTAVA
DEPT. OF BUSINESS ADMINISTRATION M.B.A. (MKT.) IV SEM
M.J.P.R.U., BAREILLY ROLL NO. 2409011212

DEPARTMENT OF BUSINESS ADMINISTRATION

M.J.P.ROHILKHAND UNIVERSITY, BAREILLY
1
 DECLARATION

I SWAPNIL SRIVASTAVA student of MBA (Marketing) Semester 4 of M.J.P. Rohilkhand

University, Bareilly hereby declare that the work of studying about “IMPACT OF DIGITAL
MARKETING ON CONSUMER BUYING BEHAVIOUR ( A CASE STUDY OF
SULTANPUR)” presented in the form of this report is done by my own efforts and is genuine to
the best of knowledge and is not submitted in any other university/institution towards the award
of any other degree. An attempt has been made by me to provide all relevant and important
details regarding the topic to support the theoretical advice with concrete research evidence. This
will be helpful to clean the for surrounding the various aspect of the topic. I hope that this
Research project report will be beneficial.

SWAPNIL SRIVASTAVA
M.B.A. (MKT) Semester 4th
Roll.No- 2409011212
M.J.P. Rohilkhand University, Bareilly

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 ACKNOWLEDGEMENT
The successful completion of the has been accomplished with the valuable guidance and support
of numerous people. I owe to their constructive support, which sustained my motivation. I take
this opportunity to express my profound sense of gratitude to all of them.

I express my sincere gratitude to M.J.P ROHILKHAND UNIVERSITY for his invaluable

support during my MBA Course.

I express my sincere thanks and heartfelt gratitude to PROF. TULIKA SAXENA for her
excellent and inspiring guidance and suggestions throughout this project work. Without her
inspiring encouragement, it would have not been possible for me to bring out this project.

I express my splendid thanks to all my lecturers, librarian for extending library facilities needed
to complete this project.

Last but not least, my sincere thanks to everybody who has helped me directly or indirectly for
making this Research project report a grand success.

SWAPNIL SRIVASTAVA
M.B.A. (MKT) Semester 4th
M.J.P. Rohilkhand University, Bareilly

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 TABLE OF CONTENTS
CHAPTER 1

 INTRODUCTION

CHAPTER 2

 OBJECTIVE OF THE STUDY

CHAPTER 3

 REVIEW OF LITERATURE

CHAPTER 4
RESEARCH METHODOLOGY
CHAPTER 5

 DATA INTERPRETATION AND ANALYSIS

CHAPTER 6

 FINDINGS

CHAPTER 7

 CONCLUSION

4
CHAPTER 8

 SUGGESTION

CHAPTER 9
LIMITATION OF THE STUDY

BIBLIOGRAPHY

QUESTIONNAIRE

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 CHAPTER - 1

INTRODUCTION

6
 INTRODUCTION

Today’s era of Internet has opened a gate of vast variety of opportunities for businesses. Using
social networks, one cannot only share a private picture of one’s birthday but also earn
customers for one’s business and reach them conveniently. The speed and ease with which the
digital media transmits information and help boost a business is amazing.

Digital Marketing is the term used for the targeted, measurable, and interactive marketing of
products or services using digital technologies to reach the viewers, turn them into customers,
and retain them.

Today, individuals spend loads of time on the web searching for the product they require to shop
for, or for info concerning product and services before they go for purchase. Due to this,
organizations are perfecting their digital marketing techniques to succeed in attracting people
online.

Effective marketing means that you wish to connect along with your audience within the right

place at the right time.

So that most effective marketing approach to reaching potential customers is to access them,
wherever they spend most of their time on the internet.

According to Hubspot digital marketing is defined by the use of numerous tactics and digital
channels to connect with customers who spend a lot of time online.
It refers to all marketing efforts that electronic media uses to reach people.

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OVERALL INTERNET USERS IN THE WORLD FOR JUNE 2018

This is the worldwide Data of Internet users according to InternetworldStats.com as per June
2018.In the current scenario, digital marketing plays an important role for companies, due to a
larger group of Internet users.

Benefits of Digital Marketing

Digital marketing provides sellers with accurate, real-time results. With
digital marketing, you’ll measure the return on your marketing activities. The subsequent settings
provide a clear indication of how your websites are validated within the areas of digital
marketing

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Understanding Digital Marketing
Trust in the Internet has certainly changed the way business is done over the last decade. Most
business owners realize that without an online presence, their business truly has the majority in
marketing, advertising and success. Nowadays, regardless of the election, someone has their own
blog, a social networking platform and, of course, their website. If you own a business and don’t
have a website so you are missing out on selling in the most efficient way. Therefore, it is
essential for all companies to not only create a website, but also to strengthen their presence
through digital marketing.

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 DIGITAL MARKETING STRATEGIES

Search Engine Marketing (SEM) 

This is an online marketing that enhances the website visibility on search engine results pages
(SERP) through paid ads.

So, It is all about increasing website visibility on search engines with the help of free or paid
digital marketing strategies.

SEM is about PPC and SEO, which helps PPC improve the content by rewriting it and improving
page ranking.

Search Engine Optimization (SEO)

An SEO Process involved optimizing the website to rank higher in the search engine results
pages. Which ultimately help in increasing the Free Website traffic (Organic Traffic).

Social Media Marketing

Social media marketing includes the process of promoting brands using different social media
channels like Facebook, YouTube, Instagram, Twitter, Pinterest, LinkedIn, Quora.
But Every social media has different tactics that need to be followed before using for the
business purpose.

Content Marketing
Content marketing is a process of creating awareness and Improving Website growth by means
of Blog posts, E-book, Info-graphics, etc
It is one of the core strategies of Digital Marketing as content marketing work as assets for any
business.

Pay Per Click(PPC)

It is the method of driving traffic to the website by using PPC(Cost Per Click) or AdWords.
Google AdWords is the most common PPC which allows you to pay for top slots in google
search engine.

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Email Marketing
Email Marketing is a form of reaching the potential users by sending an email regarding
Discounts, Offers, and Events which Drives the values the customers.
It includes blog subscription newsletters, Follow-up email to the website visitors who have
downloaded some E-book, Holiday Promotion to the Subscribers.

Affiliate Marketing
It refers to the Process of Earning based on promoting others (Company) Product/Services,
usually works on Commission Basis.

When the user clicks on the given link and purchases the product/services with the referral code
usually the affiliate Marketer earns rewards as referral benefits.

SMS Marketing
SMS Marketing is a form of marketing that uses Short Messaging Services in order to reach
Customers.
So, It becomes very easy for companies to send SMS to registered customers about deals and
offers right to their inbox. Therefore, It has a high open ratio compare to Email Marketing.

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Digital Marketing Different From Traditional Marketing

The traditional manner of marketing involved businesses to advertise their products or services
on print media, radio and television commercials, business cards, bill boards, and in many other
similar ways where Internet or social media websites were not employed for advertising.
Traditional marketing policies had limited customer reachability and scope of driving
customers’ buying behavior.

Digital marketing achieves targets of marketing a business through different online channels.
Let us see how.

The following table lists a few points that differentiate digital marketing from traditional
marketing –

Traditional Marketing Digital Marketing

Communication is bidirectional. The

Communication is unidirectional. Means, a business
customer also can ask queries or make
communicates about its products or services with a
suggestions about the business products
group of people.
and services.

Medium of communication is mostly

Medium of communication is generally phone calls,
through social media websites, chat, and
letters, and Emails.
Email.

There is always a fast way to develop an

Campaigning takes more time for designing, online campaign and carry out changes
preparing, and launching. along its development. With digital tools,
campaigning is easier.

The content is available for general public.

It is carried out for a specific audience throughout
It is then made to reach the specific
from generating campaign ideas up to selling a product
audience by employing search engine
or a service.
techniques.

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 It is conventional way of marketing; best for reaching
It is best for reaching global audience.
local audience.

It is difficult to measure the effectiveness of a It is easier to measure the effectiveness of

campaign. a campaign through analytics.

Social Media Marketing

Social Media Marketing is the manner of generating website traffic or attracting viewers and
customers through social networking websites such as Facebook, Pinterest, LinkedIn, Twitter,
and so on. Social media marketing is a subset of digital marketing.

All social networking websites support sharing of content, but all are not necessarily employed
for digital marketing. While Facebook emphasizes on personal sharing, Twitter emphasizes on
tweeting short messages about ones’ opinions or reactions, and LinkedIn goes for professional
networking, Pinterest motivates to market one’s ideas and online businesses.

Principle of Social Media Marketing

Social media grew up as the most popular outcome of the Internet as people around the world
like to communicate and share their special moments, problems, ideas, and suggestions with
others. They also like to learn about a place worth visiting, a new craft projects, recipes, or a
new language. Social media websites enable you to share content of your choice with right
audience at your convenience.

This popularity of social media has inspired the business minds around the world with the idea
of small online businesses. One can open a store in Amazon, eBay, or any other custom
platforms such as Shopify or Etsy. But the main challenge is finding the customers. There are
ways like search results in Google, Bing or in any other search engine. But for a new business
with established competitors, it takes a long time to get a high rank in the search results.

Social networking websites are a great solution to this challenge. The basic technique here is to
share engaging posts and the right content created for the desired audience. Then the audience

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helps by sharing the content further, which in turn reaches further. Hence there is another option
of advertising the product, services, or ideas on the social networking websites where there is
less degree of competition.

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 CONSUMER BUYING BEHAVIOUR

Consumer buying behaviour is the study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of products, services, experiences, or ideas
to satisfy needs and the impacts that these processes have on the consumer and society.
Marketing success or failure of a company depends on target consumers’ individual and group
reactions expressed in the form of buying patterns. Since customer is the reason why any
organization exists, it is necessary to understand the customer and study the pattern of his buying
behaviour.
According to Frederick Webster- “Consumer buying behaviour is all psychological, social and
physical behaviour of potential customers as they become aware of, evaluate, purchase, consume
and tell other people about products and services.”

It may be viewed as an orderly process whereby the individual interacts with his environment for
the purpose of making market decisions on products and services. To achieve a better
understanding of the consumer behaviour, study of such disciplines like economics, sociology,
psychology, and anthropology is required.
Economics explains consumer behaviour in relation to economic factors. Sociology and cultural
anthropology supply explanations concerning the influences of family and group behaviour upon
individual behaviour, the diffusion of new products and ideas (innovation) among various
groups, and the impact of culture on its members.
Psychologists explain the motivation that underlines buying behaviour, the perceptions
individuals have of themselves and the products they buy. The internal and external forces and
influences interact in highly complex ways, affecting the individual’s total pattern of behaviour
as well as his buying behaviour.

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1. Bargaining – A trend of bargaining is often found in the behaviour of buyers. They prefer
buying goods by reducing the price as told by the seller. Indian buyers too do not frame uniform
price policy. The trend of bargaining is still in vogue in the Indian markets.
2. Quality vs. Price – Buyers focus on price instead of the variety of the goods. They therefore,
prefer high price goods. A little bit change has come now because the consumers have now
begun purchase of quality goods on higher price.
3. Brand or Trademark Consciousness – It is the characteristic of the behaviour of buyer that he
appears now aware of the brand of items and considers these goods authentic and of higher
quality.
4. Changing Consumption Patterns – Owing to widespread education, increase in income and
standard of living as also desire of more comforts, the pattern of consumption is now being
changed. The low income group and high income group are increasingly buying fridge, tape
recorder, cooler, sewing machines etc.

5. Role of Women – The role of women is increasing day to day in the manner of decisions for
purchase. The women do purchase of all kinds particularly in families where the husbands earn
the bread.
6. Credit and Guarantee – New motives for purchase are getting their way rapidly because of
having credit and guarantee facility available in the market. Such facilities are developing the
trade and commerce.
7. Complaining – Buyers are gradually being aware of their rights. They have started exhibiting
their complaints through media and the representations before the concerned authorities and the
forums. They can lodge their complaint before consumer forum and thus, can receive the
compensation against the damage/loss so sustained.

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Consumer Buying Behaviour – Importance of Understanding Buyer
Behaviour
Understanding consumers’ buying behavior is one of the elements that helps in achieving
marketing goals, without this understanding it makes gaining more customers difficult.
Especially in today’s competitive world. It also helps when customers will buy more from
business. Their buying behavior is one of the elements which must be understood for a better
view about the customer profile. Customers base their buying decisions on both rational and
emotional reasons.

The following points speak out the importance of understanding buyer behaviour:
1. Customer Needs Satisfaction:
Organization should offer a marketing mix that satisfy the marketing needs. Every customer is
looking for a satisfaction from a particular product or service which he is buying in exchange of
certain amount of money. So buyer is always expecting something more from the supplier and
hence supplier must opt for balance between ideal sale and practical aspect because ultimately
every extra service provided over and above the normal practice is resulting in increase in cost of
product.

Hence these factor of customer satisfaction must be cleverly handled in such a way that equally
satisfies both the parties of transaction, i.e. buyer and seller.

2. Marketing Mix Development:

ADVERTISEMENTS:

Customers’ response to marketing mix keeps changing. Better understanding of the factor that
influence consumer helps organization development appropriate marketing mixes.

Audio CD market was very huge in India before a decade, but now, it have almost vanished like
a thin air. Now many web sites have facility of listening latest songs as well as all types, genres
of songs on line free of cost, so no single buyer will buy expensive audio CD’s except for some
exceptions.

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But general trend is important which is now rapidly declining audio CDs and moving to a new
world of online music experience. Even latest TV shows and Movies are widely watched over
the internet either on you tube or some other live streaming web sites. Hence before developing
marketing mix thorough study must be made regarding latest updates in market.

3. New Market Opportunities:

Unsatisfied needs motivate customer to buy. By understanding buyer behavior, marketing can
locate new market opportunities. Now, anyone having an internet connection can purchase any
product from rupees 5 to rupees 5 lack in less than 5 minutes. So failure of local dealer in
providing required service often motivate customer to look for different avenues which are very
easily available.

Customer now analyze specifications, quality, and cost of product before purchasing a product. If
he is unsatisfied with one seller then thousands of other seller selling same product are ready at
his doorstep to fulfill his buying needs.

4. Target Market Selection:

Behavior is an importance variable for market segmentation. By understanding buyer behavior
organization can effectively segment the market.

5. Efficient Resource Use:

By understanding buyer behavior organization can make efficient use of marketing resource.
They can focus their marketing efforts in meaningful way so as to perform various marketing
duties from overall management process with greater efficiency. If seller exactly knows the
customer requirements his resources will be saved in greater extent than without knowing
customer behavior and his tendency of purchasing.

Resource allocation and saving is a different topic of study but is relevant in this area where
buyer behavior decides most of the sale. With the understanding of his buying pattern, resources
can be effectively utilized.

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It will be a self-destructive initiative for a business organization to neglect buyer behavior in
deciding marketing mix for its product. Importance of buying behavior is thus beyond
negligence.

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 CHAPTER - 2

OBJECTIVE OF THE STUDY

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 OBJECTIVE OF THE RESEARCH

 To study the awareness of digital marketing in trichg consumers.

 To analyze the influence of digital marketing in purchase decision.

 To know about the kind of products by utilizing digital channels.

 To analyze the impact of digital marketing in purchase decision.

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 CHAPTER - 3

REVIEW OF LITERATURE

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 REVIEWS OF LITERATURE

By Jasleen Kaur on 18th April 2018 Digital Marketing industry in India is spread to almost all
the business sectors. Some of the applications of E-Marketing are shopping and order tracking,
online banking, payment systems and content management. 

The power of digital marketing allows geophysical barriers to disappear making all consumers
and businesses on earth potential customers and suppliers. It is known for its ability to allow
business to communicate and form a transaction anywhere and anytime.Digital marketing
industry in India is a booming career today. In a country with a rapid growth economy, it is
expected to have a very high significant growth in Digital marketing career. The growth in the
digital marketing trends is making a very substantial impact on marketing and advertisement.
The big picture of Digital Marketing industry in India cannot be complete if short preview of the
past digital marketing statistics is not made.

By Prateek Thakur on 22nd Aug 2018 I would like to throw some light on the Digital Marketing
growth and future in Healthcare

.In today’s world, we are moving fast towards a Digital platform, having almost all the services
on the fingertips of the consumers for convenience. Healthcare industry is also progressing
towards integrating the digital technology in healthcare along with the regular practices to
understand and serve the patients better. In today’s online world, there is a great opportunity in
healthcare to use digital media to educate, inspire, motivate and engage the target audiences.

Digital health technologies encompass a wide range of tools, such as wearable sensors and
portable medical devices to digital signboards, tele-medicine tools and practice management
tools. It is very important to target the right audience to achieve certain goals:

1.Improve decision making

2. Patient engagement
3. Improve Communication
4. Need identification and tailormade services
5. Convenience and cost effective services

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Author- John Deighton, Caroline M Henderson, Scott A Neslin 2017 The authors examine
switching and repeat purchase effects of advertising in mature, frequently purchased product
categories. They draw on consumer behavior theories of framing and usage dominance to
formulate a logit choice model for measuring these effects. They estimate the model using
single-source scanner data. Their results suggest that advertising induces brand switching but
does not affect the repeat purchase rates of consumers who have just purchased the brand, a
result consistent with usage dominance rather than framing. They find the switching influence to
be largely confined between the current and previous purchase occasions. They illustrate the
magnitude of this effect and explore potential profitability.

Message from Umang Das Summit Chairman & Chairman, CII National Sub-Committee on
Telecom Infrastructure CII(Confederation of Indian Industry)-:With the rise of the 21st
century, India’s telecom sector fostered the socio-economic growth as more and more parts of
India got connected. From, banking, education, e-commerce, rural connectivity, nothing has been
untouched by innovations in the Telecom Sector.

India’s telecom sector is still going strong and has been one of the most dynamic sectors that has
not only evolved with time but has also played a crucial role in shaping India’s vibrant economy.
In other words, India’s telecom sector has certainly been a vital cog in the wheels of its
development.

Government Policies-: Jan Dhan Aadhaar Mobile (JAM) Number Trinity referred to as a “game
changing reform” has become the zest of the season. The Jan Dhan Aadhaar Mobile Trinity
holds the key to one of the greatest reforms in India, i.e. direct subsidy transfers. Rural India will
ultimately define the core strength of the industry, since the sheer volume of potential
connections is immense. Inclusion of rural users in the customer base will strengthen the network
and enable it to deliver multiple services in communication-starved rural areas.

The superiority of optical fibers for carrying information from place to place is leading to their
rapidly replacing older technologies. Optical fibers have played a key role in making possible the
extraordinary growth. Satellite based systems, though expensive, are the only means available
for providing reliable communication to some of the remote and inaccessible areas like islands

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and mountains and are therefore, being planned and introduced for such areas. Thus Satellite
communications play a vital role in the global telecommunications system.

Use of Digital Wallets Digital Wallets, Payment Banks, UPI is expanding in a big way. India is
witnessing an exponential growth in the area of digital payment in recent times. With ever-
increasing internet and mobile penetration, the country is all set to witness a massive surge in the
adoption of digital payments in the coming years. CII Telecom Convergence Summit will
deliberate on some of the topical issues of the Sector and help charting a roadmap defining the
growth path in the times to come.

Chi (2018) did an exploratory research through questionnaire survey method in Taiwan to find
how the users with their various needs for online social capital and psychological well-being,
behave towards virtual brand community and interactive digital advertising. Need for online
social capital and psychological well-being are the two aspects of user motivation and two types
of social media marketing are interactive digital marketing and the virtual brand community.
Three forms of social capital can be created by online Engagement pattern of users in DSMM/
PhD Thesis (KSoM) Page 33 social interaction for networking; bridging, bonding, and
maintained. Psychological well-being refers to self-esteem and life satisfaction. This study
analyses the relationship between user motivations to use social media and user responses to
social media marketing, and then compares the user response to interactive digital marketing vis-
à-vis response to virtual brand community.

Smith (2018) carried out a longitudinal study over 3 years (2009 through 2012) in a millennial
group (students of the age group 19-23 years) in a prominent university in the USA. Gender ratio
was approximately 44:56 (male to female). The research was carried out in a Behaviour Lab
setup by surveying the millennial group and data was captured over these years as they would
respond to live digital marketing incidences on internet (likes of Google, YouTube, Blogs etc.
and also email updates).

Minton,Lee, Orth, Kim and Kahle (2017) did this very interesting research on sustainable
marketing and social media, involving cross-culture populations (subjects) to analyse motives for
sustainable behaviours. South Koreans representing collectivist culture and USA, Germany being
more of individualistic culture, were studied based on their usage of Facebook and Twitter with

25
regard to motives for sustainable behaviours. Using Kelman‟s (1958) functional motives as basic
theoretical foundation, online survey method was used to cover the subjects belonging to
different cultures. The conceptual model for this study tried to analyse how functional motives
(responsibility, involvement and internalisation) influence the sustainable behaviours such as,
recycling behaviours, organic food purchase, green transport use, anti-materialistic views, and
charity.

Gehrt, Rajan, Shainesh, Czerwinski and O’Brien (2018) did the empirical study to explore
Indian online shopping (being an emerging economy), using shopping orientations research.
Questionnaire survey method was conducted for identified online respondents of consumer panel
members. Through this study, three online shopping segments were identified in Indian scenario;
value singularity, quality at any price, reputation/recreation orientations.

Vinerean, Cetina, Dumitrescu and Tichindelean (2018) did this exploratory research based on
primary data using university students in Romania to explore how to engage with different types
of audience on social media marketing platforms (based on their online behavioural aspects), so
as to maximize the effect of online marketing strategy. A linear model was examined to find out
how different predictors related to online users and social networking sites, have a positive
impact on audiences‟ perceptions of online advertisement.

Further, Smith (2017) in his study went a step ahead beyond gratifications to actual motivations.
He explored as to, what all specific things can motivate and attract millennial generation to
respond positively to online advertising. Those are Coupons, and then Email updates along with
side panel ads. Eye catching graphics, personalization, simple yet professional layout, interactive
websites impressed the millennial more. This finding probably carries an indirect similarity with
the study of Schaupp and Belanger (2014), where they showed that technology competence of
the organisation (of TOE framework) is one of the potential antecedents to perceived customer
service value (of RBV theory).

Vinerean et al. (2017) for their study on university students in Romania took an approach that
combined attitude, motives, orientation, and demonstrated behaviour. The results proposed seven
influential predictor variables that develop positive response to online advertisements and
marketing communications. Those are „Clicking the ad‟, „Experience using social media‟,

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„Networkers‟, „Watchers & Listeners‟, „Concern for privacy‟, „Log in pattern‟, and
„Engagers‟.

Hor-Meyll and Motta (2018) did a study in Brazil to ascertain various risk dimensions that
influence online purchase of a service. For this study, they identified four types of risks
(financial, performance, time and psychological risks) to constitute the overall risk in online
buying decisions. It may be noted that Brazil has been a growing economy with people being
used to a high-inflation rates. Before the advent of internet based online buying, they were not
familiar with catalogue shopping. Because of high inflation rates, prices vary almost on weekly
basis, making catalogue marketing unfeasible. Sending credit card details on internet for
purchase has also been perceived to be risky during those days.

Yang and Jun (2018), through an exploratory research have investigated the key underlying
dimensions of service quality in the context of internet commerce as perceived by internet
purchasers and by non-purchasers. Thus the study aimed at not only capturing perceptions of the
two differing groups of internet purchasers vs. nonpurchasers, it also aimed at analysing as to
which service quality attributes impact the service quality assessment most significantly for the
respective two groups. It has identified attributes that significantly impact overall service quality
as assessed by the two groups

Ozdemir and Trott (2018) did a research in Turkey to analyse the factors affecting the process
adoption of Internet Banking and to characterize the two different segments (adopter vis-à-vis
non-adopters). It was a multi-method approach involving qualitative as well as quantitative
research. It applied an extended Technology Acceptance Model (TAM) with Diffusion of
Innovation Theory and Theory of Perceived Risk to study the adopter and non-adopter segments
in Internet Banking. The research was conducted mostly in face-to-face interview manner.
Phase-I of the research was with structured questionnaire format and Phase-II had exploratory
semi-structured interviews in commercially developed part of Istanbul in Turkey, mostly
consisting of upper socioeconomic population with higher education level. Convenience
sampling technique was adopted amongst the bank account holders, as it was the only viable
method. However the sample was choses so as to represent variety of demographic subgroups in
terms of gender, age, marital status, education level, income, and working hours.

27
Park and Chung (2018) did an exploratory research using clickstream data, to analyse consumer
behaviour of e-travellers by website access manner, situational involvement level and purchases
made. This was supposed to be the first of its kind research (that captured and collected data
using clickstream data analysis software that reveals the usage pattern of website visitor
including mode of access). The objective is to gain increased understanding of online customer
behaviour in order to use the knowledge for business advantage.

Liang, Chen and Wang (2018) in their study have developed and empirically tested a model to
properly examine the relations among relationship-bonding tactics, perceived relationship
investment, perceived relationship quality, customer loyalty, customer retention, and cross-
buying. This study was carried out specifically in the context of on line customers. Idea was to
analyse purchase behaviour of online customers keeping all aspects of relationship building
efforts, customer retention and loyalty in the picture. The conceptual framework for the research
model was developed with constructs for relationship-bonding tactics like, financial bonding,
social bonding, and structural bonding leading to relationship investment, which leads to
relationship quality and that in turn leads to customer loyalty. Customer loyalty is crucial for
customer retention and cross-buying. Thus a sequential influence of relationship marketing has
been developed in this research model in context of online financial services.

M. Bulearca and S. Bulearca (2017) in their research, based on a qualitativeinterpretivist-

exploratory study to explore how SMEs use Twitter in their marketing strategies, their perception
about Twitter‟s benefits/limitations, and their plans for improvement for future use of Twitter in
their strategies. This paper particularly relates to the pilot stage, wherein an in-depth interview
with a British SME was done to get initial insights while testing the validity, reliability and
trustworthiness of the study.

Agnihotri, Kothandaraman, Kashyap and Singh (2017) in this study, have advanced a
theoretical framework to highlight the mechanisms through which salespersons use social media
to create value. They have built upon the TTF (Task-Technology Fit) theory by Goohue &
Thomson (1995) and sales service behaviour to chalk out a social media strategy for business-to-
business sales organizations in line with relational selling objectives. The researchers have
extensively used and drawn reference to existing literature as well as theories. It has used
concepts of relationship marketing, task– technology fit theory, and sales service behaviour to

28
logically develop a proposed framework to explain how social media tools can help salespeople
perform service behaviours leading to value creation.

Clark and Melancon (2017) in this study investigated whether investment in social media
actually helps in building and maintaining meaningful relationship with customers (in
relationship marketing perspective). Traditional mass media marketing communications appears
to be on the decay in its effectiveness, because customers have a tendency of avoiding such
bombardment of plethora of marketing messages (advertisement being a paid media).

Bacile, Hoffackerand White. (2016) in this qualitative research based on

„netnographic’approach (a nonintrusive ethnographic study on the internet) attempts to explore
as to, which aspects of social media service encounters on a brand‟s social media pages
influence consumers in a manner similar to marketing communications. The purpose was to
bridge the gap between IMC and service by analysing the communications taking place on social
media pertaining to service encounters in as much detail as possible.

Hu, Liu, Bose, and Shen (2018) did an empirical study taking data from Amazon.com to find
answer for specific research questions like; whether online retailers should offer sampling as a
marketing strategy for experience goods such as music CDs, and also to investigate under what
circumstances, offering sampling becomes more important than offering online reviews as
comparative strategies.

Luo and Chung (2018) tried to study the relationship between online retailer reputation and their
online pricing strategies, thus exploring as to why online price dispersion exists on comparison
shopping services (e.g., on an aggregator site). This was done on an aggregator site with selected
electronic products. Consumer reviews and ratings were used as measure for retailer reputation.
Further, this price dispersion was studied in relation to market structure like effect of competition
and product value.

Kunz and Hackworth (2016) carried out the study to examine the use of social media marketing
by top retailers. Eighteen top retailers were studied on five social media networks for eighteen
running weeks, with the objective of determining their level of participation on each of the social
media network and investigate how successful retailers employ social media network in their
marketing communication strategy.

29
Kwon and Sung (2018) undertook an exploratory content analysis as primary research method
focussing on 44 major global brands‟ use of Twitter. The main focus was to explore as to how
the concepts of brand anthropomorphism is utilized by the global brands on Twitter.
Anthropomorphism is a psychological process of seeing the human in nonhuman forms .

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 CHAPTER - 4
RESEARCH METHODOLOGY

31
 RESEARCH METHODOLOGY

Research is a common language refers to a search of knowledge. Research is scientific &

systematic search for pertinent information on a specific topic, infect research is an art of
scientific investigation. Research Methodology is a scientific way to solve research problem. It
may be understood as a science of studying how research is do not scientifically. In it we study
various steps that are generally adopted by researchers in studying their research problem. It is
necessary for researchers to know not only know research method techniques but also
technology.
The scope of Research Methodology is wider than that of research methods.
The research problem consists of series of closely related activities. At times, the first step
determines the native of the last step to be undertaken. Why a research has been defined, what
data has been collected and what a particular methods have been adopted and a host of similar
other questions are usually answered when we talk of research methodology concerning a
research problem or study. The project is a study where focus is on the following points:

20.1 METHODS OF DATA COLLECTION:

20.1.1 PRIMARY DATA:
Survey method -- This method was adopted because it helped in securing detail information from
a sample of respondents. The information received from the respondents is recorded on a form
called the questionnaire. This is only method to measure attitude & motivation directly
20.1.2 SECONDARY DATA:
I have also used the secondary data, which included the written document of the organization &
other places.
● internet
● papers & records
The data collected from the above mentioned sources helped me in getting information about the
brief history of organization.
20.2 SAMPLE PLAN
20.2.1 Descriptive Research- The research design is descriptive in nature. This research is
mainly focused on consumer buying behavior of digital marketing.

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Universe of the Study- Sultanpur city U.P.

20.2.2 Sample Size Sample size is the number of elements to be included in a study. Keeping in
mind all the constraints 80 respondents have been selected.

20.2.3 Sampling Technique- Simple Random Sampling

20.2.4 Sampling Unit- Male and female Users of various consumer buying behavior digital
marketing.

Tools of Presentation and Analysis- Pie Chart, Bar chart.

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 CHAPTER - 5

DATA INTERPRETATION AND

ANALYSIS

34
DATA INTERPRETATION AND ANALYSIS

35
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40
41
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44
45
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CHAPTER - 6

FINDINGS

48
 FINDINGS
1. The Indian environment completely changed after the 2018 the, digital market emerges
very rapidly. People started moving towards online market for the better deals and
comfort.
2. Shows the most effective market which has largest share is Social media which have 33%
of market share then it comes mobile market which has 13% share.
3. In year 2017 the Indian Online Market revenue was more 50 billion US $.
4. Leading retail market is Digital Content and Subscriptions with 27%.
5. The emerging market is Digital Commerce with 14% in recent years.
6. 2014 the Desktop Advertising has revenue of 38.3 billion rupees and Mobile Advertising
has 5.2 billion rupees of revenue.
7. Till 2019 the Desktop Advertising has revenue of 135.4 billion rupees and Mobile
Advertising has 27.1 billion rupees of revenue.
8. In 2019 till then, total Advertisement Expenditure of companies are 8.53 US $ and 2.17
Billion US $ are now spend on Digital Ads and 1.23 US $ on Mobile Internet Ads
9. The mobile wallet share jumped from just 7% to 29% during the same period. The usage
of payment cards dropped from 38% to 32% during this period.
10. Since the launch of UPI, 20 banks have launched their UPI-based apps and mobile apps
of 17 are available on the Google play store, Hot said. SBI and HDFC Bank are to join
UPI soon.
11. Currently, on a daily basis, about 4,000 transactions are taking place from about 300,000
customers who have downloaded a UPI-based bank app, he added.
12. Other executives associated with UPI said the upgraded version will be compatible with
the first version.

49
CHAPTER - 7

CONCLUSION

50
 CONCLUSION

 The environment of Indian living standard and business environment completely changed
after 2018 the digital world has completely overtook the physical environment.
 The startup nature has shown the huge growth in the Indian environment before 2014
were only less than 20 startups were there in one year’s now more than 100 startups can
be seen in one year.
 The funding from foreign companies has taken major part in the Indian market and Indian
startups have took completely advantage of this.
 The startups like OYO, ZOMOTO, PAYTM etc are growing at a high rate as everyone is
able to access internet easily. These type of startups have a great opportunity to grown in
Indian environment.

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CHAPTER - 8

SUGGESTION

52
 SUGGESTION

1. Government has taken the good steps for the betterment of the digital environment but
the awareness about the schemes and policies are very less.
2. This is future growing environment hence; the change in future government can affect the
growth of this.
3. As startup nature is emerging frequently this lead to the financing problem Indian
company does not show high participating nature in investing small startups. Companies
should finance high in Indian startups.
4. As Indian companies which do not invest in such startups other foreign investors shows
high participating nature and invest high in such startups this, lead to the ownership
transfer to the foreign companies which is not good for the Indian digital environment
growth.
5. Government should make the different policies for the funds rising for Indian startups.
6. The rural areas must be focused more in the policies as many small scale startups are
emerging from rural areas too.

53
 CHAPTER - 9
LIMITATION OF THE STUDY

54
 LIMITATION OF THE STUDY

 Everything has the limit the internet and books have limited information which
the author and the writer has given about that so lack of information is always be
there.
 The facts and figures keeps on changing day to day life the information given in
this project may be changes in little time so we cannot consider this as perfect
source of information.
 First Limitation of the Project was Time constraint due to less availability of time
some of the factors regarding the topic Financial Inclusion left Untouched.
 Second Limitation of the Project was Unavailability of Data. Only up till 2018 the
authentic Data is available on the sites.
 This type of data are confidential too the government has does not shows real data
on the internet.
 And different magazines and books show the different data.

55
BIBLIOGRAPHY

56
 BIBLIOGRAPHY

 Chaffey, Dave. Digital marketing. Pearson UK, 2019.

 Morris, Neil. "Understanding digital marketing: marketing strategies for engaging the
digital generation." (2009): 384-387.
 Chaffey, Dave, Paul Russell Smith, and Paul Russell Smith. eMarketing eXcellence:
Planning and optimizing your digital marketing. Routledge, 2013.
 Chaffey, D., Smith, P. R., & Smith, P. R. (2013). eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
 Tiago, Maria Teresa Pinheiro Melo Borges, and José Manuel Cristóvão Veríssimo.
"Digital marketing and social media: Why bother?." Business horizons 57.6 (2014): 703-
708.
 Smith, Katherine Taken. "Longitudinal study of digital marketing strategies targeting
Millennials." Journal of Consumer Marketing 29.2 (2012): 86-92.
 Kannan, P. K. (2017). Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), 22-45.
 Baltes, Loredana Patrutiu. "Content marketing-the fundamental tool of digital
marketing." Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
V 8.2 (2015): 111.
 Parsons, Andrew, Michael Zeisser, and Robert Waitman. "Organizing today for the
digital marketing of tomorrow." Journal of Interactive Marketing 12.1 (1998): 31-46.

57
QUESTIONNAIRE

58
 QUESTIONNAIRE
1) Gender

Male
Female

2) What is your age?

16- 20
20- 30
30- 40
40+

3) Educational Qualification

Secondary
senior secondary
Graduation
post graduation

4) Which of the following digital channel do you aware of ?

Social media
Website/ blogs
Multimedia advertising
E- mail

5) Form which of the digital channel you brought products?

Website / blogs
Social media
Multimedia advertising
E- mail

6) What kind of products would you prefer to buy digital channel ?

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Convenience goods
Shopping goods
Speciality goods
Unsought goods

7) Does digital channel change your opinion towards the buying behavior?

Strongly agree
Agree
No Opinion
Disagree
Strongly disagree

8) Are you satisfied with the product bought using digital channel do?

Strongly Agree
Agree
No Opinion
Disagree
strongly disagree

9) How often you buy products using digital marketing ?

Frequently
Sometimes
Daily
Never

10) Which digital channel influences you more to buy ?

Social media
Website/ blogs
Multimedia advertising
E - mail

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11) What is main purpose of using digital marketing ?

personal
Official
Educational
Entertainment

12) What factors influence you buying decision ?

Quality
Price
Brand
Advertising

13) Mention the products would you like to buy using digital channels ?

FMCG products
Electronic products
Cosmetic products
All of above

61