SUMMER INTERNSHIPOnA STUDY ON MARKET OF BARWARE PRODUCTS IN
DELHI-NCRByMukul Singh KushwhA2324811001MBA Clss !" #$%&Under
the Supervision ofMs' Shinu(igAssis)n) P*!"+ss!*D+,*)-+n) !" HRIn
Partial Fulfilent of the !e"uireents for the #e$ree of B% &e'h
( )aster of Business Adinistration *#ual #e$ree+AMITY BUSINESS
SCHOOLAMITY UNI(ERSITY UTTAR PRADESHSECTOR %#./ NOIDA - #$%0$0/
UTTAR PRADESH/ INDIA2DECLARATIONI de'lare*a+&hat the ,or-
presented for assessent in this suer internship report is y o,n.
that ithas not previously /een presented for another assessent and
that y de/ts *for ,ords. data.ar$uents and ideas+ have /een
appropriately a'-no,led$ed%*/+&hat the ,or- 'onfors to the
$uidelines for presentation and style set out in the
relevantdo'uentation%*'+ &he Pla$iaris in the report is 01
*perissi/le liit is 10 1+ #ate2 28%03%2010)u-ul Sin$h
4ush,ahA2324811001)BA*5lass of 2016+3CERTIFICATE BY INDUSTRY
1UIDE4CERTIFICATE&his is to 'ertify that Mukul Singh Kushwh
student of )asters of Business Adinistrationat AityBusiness S'hool.
AityUniversityUttar Pradeshhas 'opletedthesuerinternship !eport on
7A Study on )ar-et of Bar,are Produ'ts in #elhi8 95!:. under
y$uidan'e%&he report has /een 'he'-ed for Pla$iaris and is
,ithin liits of a''eptan'e% )s% Shinu;i$Assistant
Professor#epartent of t part fo'useson sele'tin$ a suita/le saple
siKe and 'olle'tin$ data fro sart phone users ,ith
internet'onne'tions and ta-in$ their feed/a'- throu$h the
"uestionnaire% In the last part of the study.'overs analysis and
interpretation fro the feed/a'- 'olle'ted fro the respondents%
&his isfollo,ed /y the appli'ation of suita/le statisti'al
tools to o/tain results% Based on the results.'on'lusions ,ere
dra,n thereafter ,hi'h stood as an ultiate result of studyin
the'on'erned field 7A study on )ar-et for /ar produ'ts in
#elhi895!:% &his report defines thes'ope of di$ital ar-etin$
for /ar,are and -it'hen,are produ'tsta-in$ into
'onsideration8'urrent ar-et s'enarios and the real8tie 'opetition
aon$ the e>portLiport'opaniesin #elhi895!% )u'h of attention is
laid on the study of the trends of /ar e"uipents in
Indiaandfindin$oresuita/le,aystopenetratetheIndianar-et%
@8'oer'eando/ileadvertisin$ haveadea 'olossal/uKK in
di$italar-etin$%Usin$ sartphonestorea'h'onsuersanytie. any,here.
fundaentally'han$esho,/usinessesa'hievesu''essintheir ar-etin$
'apai$ns% &hese innovations have a si$nifi'antly ipa't on the
dynai'sof retail industry%In the near future. all of retail tou'h
points for pur'hasers 'ould have ao/ile 'oponent% Fro the resear'h
,or- a''essi/le via o/ile spa'e. one 'an
re'o$niKetheeer$in$appli'ationsthat ,ill
epo,er'ustoerstohave,ealthier'olla/orations%&hese 'onne'tion
points epo,er s'ope for )o/ile )ar-etin$ to /e very effe'tive tool
inretail for advertisers in future%CHAPTER ONEINTRODUCTION%'%
B2kg*!un3 )! )h+ s)u342Diththeout/urst of
inforationte'hnolo$yandtheInternet appli'ationover thepastde'ades.
an in'reasin$ aount of /usiness is /ein$ 'ondu'ted throu$h
different'ouni'ationtools% @8/usinessistheethodof
/uyin$andsellin$$oodsor servi'esele'troni'ally instead of
'onventional eans and in'ludes the support a'tions and
/usinesstransa'tions ne'essarytoe>e'utethesetas-s% &ers
li-eInternet ar-etin$ando/ilear-etin$ has revolutioniKed the ,ays
of advertiseent and prootion of /usiness%7Business8to8'ustoer
appli'ations in'lude online retailin$ and ele'troni'
shopfronts.ele'troni' ar-ets. portals. and online servi'es%
Ci-e,ise. innovation in inforationte'hnolo$y 'an help or$aniKations
in ana$in$ different /usiness ele'troni'ally throu$h
su'happli'ations as inventorynet,or-adinistration.
ele'troni'pro'ureent. andele'troni'tradesM%
Diththeenorousdetonationofinforationte'hnolo$y.theusual
ideaof/usinesshastotally'han$ed% &raditionally/usiness
e>'han$es ,ere=ust throu$hinindividual or /yeansof eail. fa>.
or telephone% Bethat asit ay.
no,or$aniKationshave/eenledele'troni'ally throu$h open and private
systes% &he en$enderin$ of data on the Internet hadade it
'on'eiva/le to resear'h and analyKes the 'oparative ites at the sae
tie anda'"uires the /est 'ost in atter of se'onds or inutes rather
than hours or days% &hesedays5opanies 'anhave /othplatforslon$8
settled 'apa/ilitiesande8/usiness'apa'ities% &here are a fe,
distin't pro'edures that are utiliKed /y asso'iations that need
todo soe or the $reater part of their /usiness on the ,e/% &he
offline'entered pro'edure hasan essential divert that is lo$$ed off
,ith internet sho,'asin$ endeavours assuin$ =ust asupportin$ part%
&he offline 'entered te'hni"ue ay plan a site that $ives
'lients data a/outareas. portrays the s'ope of ites. or offers
'lient adinistration 'hoi'es% As per the ,ay ofthe produ'ts and
adinistrations. asso'iations 'an essentially utiliKe the online
station fortheir sho,'asin$ endeavours ,hile others =ust ,or-
to$ether ,e/ utiliKin$ 'ustoaryprootin$strate$ies*e%$%.&;
'oer'ialsNinfoer'ials+toindi'atethe'lienttheirsite%&his
pro'edure 'an perit /oth the /usiness and the 'lient to sidestep
the MediatorM or toe>ploit the lo,er e>penses 'onne'ted ,ith
the online 'hannel *e%$%. no re"uireent for
theoverhead'onne'ted,ithaphysi'al retail
store+%Ditheverythin$$oin$onlinethereisare"uireent for advan'ed
prootin$%%'%'% Digi)l M*k+)ing3#i$ital
)ar-etin$isane>pression,itha/roadeanin$. it identifies,ithall
partsofarran$in$. /uildin$andoverseein$% Fundaentally.
advan'edprootin$isana$$re$ateter ,hi'h is utiliKed ,here sho,'asin$
eets ,e/ innovation and different types of ne,edia%3 POs Of #i$ital
)ar-etin$1% Produ'tProdu'ts on the Internet are norally a''essi/le
as 'ontent. pi'tures and i>ed edia% &heseites
aree>hi/itedintheforof aiteiKedonline'atalo$uethat the'lient
'anloo-throu$h%2% Pri'ePri'e has /een 'opletely 'han$ed over the
Internet% It ena/les the /uyer to de'ide the pri'eand $ive the
/uyer inforation a/out the 'opetitors sellin$ the sae produ't% 3%
Pla'ePla'e turns around settin$ up of a ar-etin$ ediu to tou'h the
'ustoer% Internet a't as a dire't ar-etin$ 'hannel that fa'ilitate
the produ'er to rea'h the 'ustoer dire'tly% 4% ProotionProotion is
treendously ne'essary to lure the 'ustoer to a ,e/site. as there
are presentlyore than one /illion ,e/ pa$es% &oday the internet
is as of no, disordered ,ith a lar$enu/er of destinations ost
li-ely offerin$ 'oparative ites% For the 'lients to thin- a/outthe
5opanyOs presen'e and to asse/le data on the -ind of ites or
servi'es. theor$aniKation needs to 'oplete offers and advan'eents%
&here 'an /e e>'han$ed'onne'tions or pennant 'oer'ials for
the sae%0% Presentation&he presentation of the online /usiness
sites ust have an easy to use navi$ation% &he ;isual $raphi's
of the ,e/site should /e /uilt on 'orporate lo$os and standards% 6%
Pro'essesIt is ne'essary to respond the "ueries of their 'ustoers
fast and in a very relia/le anner% Itis the ri$ht of the 'ustoer to
-no, a/out the tra'- of their order ,hi'h ultiately enhan'esthe
sales%3% PersonaliKation4Usin$ the up8to8date soft,are. it is
possi/le to 'ustoiKe the 'oplete ,e/ site for every user. ,ithout
any e>tra 'osts% &he personaliKation 'reates a,areness and
drive traffi' to the,e/site%%'%'#Un3+*s)n3ing )h+ In)+*n+)
Cus)!-+*s Before utiliKin$ any sho,'asin$ any strate$y to the
Internet. the advertiser needs to -no, the attri/utes of the online
'lients% &he 9et 'lients 'an /e sorted into five 'lasses
relyin$ ontheir otivation of utiliKin$ the Internet% &he five
'lassifi'ations of 'lients are2 #ire'ted Inforation See-ers2
&hey =ust re"uire definite. auspi'ious and 'riti'al dataa/out
the ites and servi'es /ein$ advertised%
Undire'tedInforationSee-ers2 &hese'lients o/li$e
soethin$'aptivatin$andiportant% Soethin$ that 'an $ive the an ed$e.
point of preferen'e. -no,led$e oreven a satisfyin$
astonishent%Bar$ain rules%6)ontent #ar&etingContent Marketingis
amethod of advertisingwhere content iscreated and disseminated with
the aimof giving important,intriguing substance to pull in and draw
in a specifc gathering ofpeople that a business is focusing on. The
formation of helpfulcontent involves creating correspondence with
the client so as todrive engagement and client activity. Content
can mean anythingfrom web journals to features, exhibited in
distinctivearrangements like ebooks, contextual investigations,
!"articles, gatherings and podcast. The point is to win client
loyaltyand hold it.Emai( #ar&eting#mail marketing is an
extremely viable device to impart abusiness message through email
to a rundown of potentialclients. -ut due to spamming emai(
mar&eting has some (imitations '+(a. in some countries.M!5il+
M*k+)ingA''ordin$ to a report. )o/ile )ar-etin$ ,ill /e ,orth Q400
/illion /y the end of 2010 in theUS alone%&he ,e/site. apps and
'ontent are 'ustoiKed for o/ile devi'es so that everysin$le person
'an a''ess the inforation anytie. any,here and ,ith any sart
phone%By 2016. o/ile devi'es are e>pe'ted to attain 2%6 /illion
units throu$hout the ,orld% So asoreindividualsutiliKe'ell phones.
ta/letsandotherdevi'es. the'apa/ilityofporta/le/usiness se'tor
-eeps on $ro,in$% &he o/ile ar-etin$ en'opasses ,e/.
te>tLssar-etin$. pro>iity ar-etin$. voi'e ar-etin$. o/ile
$aeL appli'ations ads and ))S%)o/ile ar-etin$ is also hi$hly
effe'tive and popularN due to the fa't that everyone 'arries a'ell
phone every,here they $o% &his Ral,ays8onA aspe't eans that
,hen this ar-etin$ toolis used. itAs hi$hly li-ely that the 'ustoer
,ill a'-no,led$e it%7A""ili)+ M*k+)ingAffiliate )ar-etin$ is an
e>e'ution /ased prootin$ syste. ,here you pay distri/uters
,ho/rin$you'lients% &hee>e'utionay/einli$ht of 'han$es
Sadvan'eents. leads oressentially deals% &here are affiliate
pro=e'ts of diverse pu/lishers ,here they ,ill $ive spa'e in their
pa$es topu/li'iKe a /usiness and help to drive 'ouni'ation
net,or-in$ systeN and 'har$e in li$htof the reuneration odel% It is
parti'ularly helpful for ne, 'opanies. as it ,ill a'"uireoreoveent
totheir /usiness throu$hhi$h8a'tivitydestinations% Basi'ally.
Affiliate)ar-etin$ is a ,in8,in 'ir'ustan'e for /oth the dealers
and distri/uter% Sites li-e AaKon.eBay. Cin-Share. snapdeal.
elitify. and Flip-art run Affiliate Pro$ras% ,dditiona(
)hanne(s;ideo ar-etin$Lvideo info$raphi's is a$ain a popular tool
for di$ital ar-etin$ and it has'reated a hu$e /uKK in the /usiness
,here they have /e$un to re'o$niKe the possi/ilities ithas% People
$ain ore -no,led$e ,hen ,at'hin$ a video and are ore li-ely to
'onne't. soitAs 'ertainly ,orth loo-in$ at%Dhilst
ia$e8/asedinfo$raphi'sareanotherpopulartool.
havin$theintheforofaseries of fraes for a video has ta-en off in
the di$ital ar-etin$ spa'e%Cast year Ada$e dis'overed soe fi$ure
after 'ondu'tin$ soe resear'h follo,ed /ystatisti's that states the
fa't that331 of people intera't ,ith /rands on Fa'e/oo- /y
loo-in$at posts and updates and 341 of di$ital ar-eters have
$enerated leads fro &,itter%Overall. di$ital ar-etin$is
aneffe'tiveeans of /oostin$sales inanyindustry% If a/usiness al,ays
pay attention to ,here its 'ustoers are. they are ore li-ely to
su''eed%8%'#' C!-,n4 P*!"il+#edi'ation. plainin$ ho, it,or-s% Broad
s'holarly resear'h has /een led on the psy'holo$y of feelin$ *e%$%.
CaKarus1H84+ and the ,ay prootion evo-ed sentients ay ipa't shopper
response tosho,'asin$ 'orresponden'e *e%$%. Batra and !ay 1H86N
e'utin$ ethodolo$ies%MIn Positionin$2 &he Battle for ?our )ind.
Al !ies and Fa'- &rout loo-ed into the 'onstrainedspa'es
pur'hasers have in their psy'he for ites and servi'es. and the
iportan'e of situatin$oneOs /usiness in the perfe't openin$%
&hey li-e,ise e>pound on repositionin$V'han$in$ theposition
a /usiness possesses in shoppersO /rains% It has /een re'oended
that prootionsuse positive influen'e to a-e pur'hasers li-e the
noti'e and after that pur'hase the ite. andne$ative influen'e to
suon an un'oforta/le state that a-es 'ustoers need theMarran$eentM
offered /y the sponsor *Aa-er. Stayan and 'lusive $roup% &he
study sho,s thatthe need to feel spe'ial is 'oon to huan /ein$s%
&hatAs ,hy advertisin$ 'opy soetiessays2 MDeAre not for
everyone%M*Personal Bro,th. 2010+Sho'-in$ly. there is
noensurin$that ,hat the 'ustoer reallye>perien'e ,ill /e
thetou'hin$ rea'tion the pu/li'ist planned to a-e2 !esear'h has
un'overed that this sort of/un$le /et,een prooter e>pe'tations
and pur'haser rea'tion happens very re$ularly *5otte.5oulter and
)oore. 2004N @n$lis 1HH0N Stout. aination $atherin$s and
eail*perien'ed ,henspreadin$ liited tieessa$esto theass/usiness
se'tor.ay /e de'reased as an ipa't of utiliKin$ this ne, intuitive
edia% Advertisers should re8address their pro'edures.
adinistrations and or$aniKation 'ourses of a'tion and utiliKe
ne,'orresponden'e ethodolo$ies for the Internet% In 2014. Internet
and )o/ile Asso'iation of India led an e>aination ,here there
,ere 243 $uaranteed Internet 'lients in India out of ,hi'h 1H2are
dynai' Internet 'lients ,hoa''ess Internet at a rate on'e every
onth% &here has /een a 'onsistent developent in the"uantityof
Internet 'lients in the 'ourse of re'ent years% In ur/an 'ounities.
theinfiltration of dynai' Internet 'lients is a/out 361 thou$h in
'ountry to,ns the entran'e is61% &he Ad e>penditure in India
over all edia is I9! 38.0H8 5r startin$ 2013 ,ith a yearonyear
developent rateis 121% Diththe"ui'-developent inentran'eof
Internet'ross,ise over Ur/an and !ural India. )ar-eters are
fo'ussin$ on spendin$ their edia on43diverse advan'ed streets%
&he advan'ed ad spend in India is I9! 2300 5r /efore the end
ofF?O14 ,ith a developent rate of 301% &he $eneral 5AB! for the
advan'ed Ad8spend inIndia is 201 fro F?O2011 to F?O2013% As
indi'ated /y 5AB!. ;ideo prootions are havin$ the "ui'-est
developent ,ith 061sin'e 2011% Advan'ed Ad Spend on )o/ile $ad$ets
is 141 ,hile on #es-top P5s. CaptopP5s. it is 861%
Advan'edAdvertisin$is $ettin$uptospeed"ui'-andis re"uiredtoover,hel
'ustoary edia inside of the follo,in$ 0 8 10 years%2%4%
@ffe'tiveness of Internet Advertisin$#ifferent s'ientists have
'onteplated a fe, varia/les that ay have an effe't on
Internetpu/li'iKin$revie,%&he'oponentsin'orporateadvertiseent
attri/utes. Internet 'lientsOsurvey ode and tie of revie,. /attle
pu/li'iKin$. deeanours to,ard the site or'oer'ial. and interest and
8 ia$inative prootin$ te'hni"ue *#anaher and )ullar-ey.2003N
Boldsith and Cafferty. 2002N )enon and Soan. 2002+% Advan'ed
)ar-etin$ A'tivists e>pressed that the three 'entre ran$es of
interest inadvertisin$ for 2014 are )o/ile. 5ontent )ar-etin$ and
Bi$ #ata in nuerousor$aniKations%44$igure &.% 'igital marketing
trends2%0% 5onsuer BehaviourAs per Darner. 7'onsuer /ehaviour is
the study of people. $atherin$s. or asso'iations andthe pro'edures
theyuse to'hoose. se'ure. anddis'ardites. servi'es. en'ounters.
orthou$htstofulfil needsandtheeffe'tsthat
thesepro'edureshaveonthe'ustoer andso'iety:% &his definition
plainly dra,s out that it is not siply the pur'hasin$
ofprodu'tsLservi'es that $ets 'onsideration in /uyer /ehaviour at
the sae tie. the pro'edure/e$ins
u'h/eforetheer'handisehave/eenpro'uredor pur'hased%
Apro'edureofpur'hasin$ /e$ins in the /rains of the /uyer. ,hi'h
propts the findin$ of 'hoi'es
/et,eenitesthat'an/eo/tained,iththeirrelativefavoura/le'ir'ustan'esandipedients%&his
propts interior and outside e>ploration%In a 2014 survey of
nearly 2000 Aeri'ans. 3H per'ent said they at least soeties
'he'-revie,s /efore pur'hasin$ a produ't or servi'e and ore than
half said they have su/itted aprodu't revie, on a De/ site% In the
United 4in$do. siilarly. ore than 88 per'ent of45'onsuers
areinfluen'ed/yother 'onsuersAonline'oents. ,hileinAustralia.
60per'ent of shoppers use the Internet to resear'h pur'hases%
!e$ular estiationsin'orporate.dire'tin$arevie, tofo'us/uyerAs
/ehaviour% &herearet,o priary sorts of pur'haser study2
"ualitative or "uantitative% Iualitative studies in'ludesoli'itin$
a 'ouple of /uyers a ton fro inside and out in"uiries% Iuantitative
studies in'ludesoli'itin$ parts fro shoppers a 'ouple "uestions%
&he forer ,ould /e /etter for de'idin$the /usiness for an
a/solutely ne, ite. sin'e you =ust need to see ,hether individuals
,ouldpur'hase it% Inthe event that youarerevisin$anite. or
a-in$one'opara/le. asu/=e'tive study ,ould perit you to a'"uire
useful data% Ci-e,ise. pur'haser /ehaviour ,ould /e easured /y
,at'hin$ /uyers $oin$ ahead inside inallo,ed stores or shoppin$
'entres% By ,at'hin$ 'ustoers. it is 'on'eiva/le to per'eive a
lotof data a/out their 'ondu't% #ifferent ethods in'lude utiliKin$
'rude inforation to $ive anestiationtool% Providedthat this is
true. thenasuspi'ion'an/eadethat it has a'opara/le deo$raphi' to
the se'ond ite% UtiliKin$ the 'rude inforation to fi$ure out,hat
tieof day. or'liate.ortieof year individualspur'hasean ite
$ivesdata onshopper 'ondu't% UtiliKin$ separate tar$et and
su/=e'tive inforation a'"uired froaeetin$ or overvie,% &he
essential inforation fro respondents is utiliKed to a-e
tar$et=ud$ents. ,hi'h are free fro in'lination%46CHAPTER
THREEPRO7ECT OB7ECTI(E!esear'h Study ,as assi$ned ,ith the tas- of
'ondu'tin$ a ar-et resear'h and find out theost appropriate
ar-etin$ strate$yfor the ar-etin$ of a ne,laun'hed produ't
in-it'hen,are verti'al% &he o/=e'tives of the study ,ere21%
&o Study the 'onsuer /ehaviour to,ards a ne,ly laun'hed /ar
e"uipent. do thepri'in$ a''ordin$ to the ar-et se$entation2% &o
find ore suita/le ,ays for ar-etin$ the produ'ts of O)B
&rends3% &o 'arry out a pilot survey to test the o/ile
ar-etin$ strate$y for /ar produ'ts andsuariKe the responses4%
&o esta/lish relationship /et,een di$ital ar-etin$ and pur'hase
de'isionCHAPTER FOUR47RESEARCH METHODOLO1Y8'%' In)*!3u2)i!n&he
resear'h desi$n is the theoreti'al stru'ture inside ,hi'hresear'his
led% It is anarran$eent of a'tivity. anarran$eent of
$atherin$and/rea-in$do,ninforationinonetary. produ'tive
andsi$nifi'ant ,ay% It 'ontains the /lue print for the
$atherin$.estiation T e>aination of inforation%8'%'%' T4,+ !"
R+s+*2h&he proposed study is ane>ploratory 'u des'riptive%
&he resear'h utiliKed the data anda'tualities that are as of
no, a''essi/le as /ase so as to /rea- do,n. investi$ate and
assessthe 'urrent issue /asi'ally to fi$ure out 'on'lusions% It
re$ularly utiliKes visual $uides. fore>aple. dia$ras and
outlines to help the reader in 'oprehendin$ the
inforationdisseination and alon$ these lines offered a superior
elu'idation on ,e/ pu/li'iKin$. andeventually $ive a reasona/le
pi'ture on the ade"ua'y and dependa/ility of ,e/ prootin$and its
relationship to /uyerAs 'hoi'e%8'#' F!*-ul)i!n !" H4,!)h+sis#i$ital
)ar-etin$ developent in retail industry is li-ely as a result of
the online vi'inity of the vast a=ority of the retail outlets and
developin$ /uKK of @'oer'e% For testin$ of hypothesis the
responders ,ere as-ed if they ,ill re'oend the produ't to their
friends%8'0' D) S!u*2+s&here are t,o types of data% &hey
area% Priary #ata/% Se'ondary #ata!esear'hdata has
/eenpro'essedfro/othpriaryandse'ondarysour'es% #ealers.'ustoers
andor$aniKation'onstitutedthe priarysour'es% Blo$s. Foru. So'ial
andshoppin$ ,e/sites 'onstituted the se'ondary data%8'8' R+s+*2h
A,,*!2h48&here are t,o /asi' types of approa'hes to
resear'h%&hey are.a% Iuantitative Approa'h/% Iualitative
Approa'hIuantitative Approa'h involves the $eneration of data.
,hi'h 'annot /e su/=e'ted to e>a't"uantitative analysis in a
proper and ri$id anner% &his approa'h 'an /e further su/
dividedinto inferential. e>periental and siulation approa'hes to
resear'h% &he ai of inferentialapproa'h to resear'h is to fora
data/ase to infer 'hara'teristi's or 'onne'tion
ofpopulation%Iualitative Approa'h to resear'h is 'on'erned ,ith
su/=e'tive evaluation of attitudes.opinions and /ehaviour% In this
resear'h a "uantitative as ,ell as Iualitative approa'h
,asused%8'.' R+s+*2h Ins)*u-+n)s;arious resear'h instruents used /y
resear'her are as follo,s28 O/servations2 8 Under this the
inforation is sou$ht /y ,ay of investi$ators. o,ndire't o/servation
,ithout as-in$ the respondents% Intervie,s2 8 It involves
presentation. stiuli andreplyinters of oral8ver/alresponses%
&he data 'an /e 'olle'ted throu$h individual intervie,s and if
possi/le.throu$h telephone intervie,s Iuestionnaire2 8 It 'onsists
of nu/er of "uestions printed or typed in a definite fororaset
offors% &herespondentshavetoans,erthe"uestionstheselves%
&he"uestionnaire used /y e is atta'hed at the last of this
report%8'&' S-,l+ Si9+!esear'her
'opletedthesurvey,ithasaplesiKeof 100responses%
&heresear'hersurveyed 100 people due to ,hi'h the ar$in of
error drops do,n to 101% &he $reater N is.the saller the ar$in
of error and ore useful the easura/le results%438':' S-,l+
D+signFor thepurposeofsaple desi$n. 'onvenien'e 9onPro/a/ility
saplin$ 'an/eusedtosele't theindividual units for /etter
produ'tivityof the"uestionnaire% &his desi$n,as'hosen due to
tie 'onstraint% &his resear'h ,as 'ondu'ted -eepin$ in ind the
audien'ein'lude the al'ohol 'onsuers%8';' S2!,+ O" S)u34 100
individuals of 20840 of a$e $roup ,ere 'overed for the purpose of
this study due to thefa't that people at this e>tree a$e are
al'oholi' and have /ars at their hoe%&he study ise>'lusively
/ased on the priary data 'olle'ted throu$h a saple survey% )ain
ephasis islaid on re$ression relation /et,een 'ustoer /ehaviour and
sales in'rease that is easured/y the 'han$e in sales volue /efore
and after adoptin$ di$ital ar-etin$ /y the 'opany%8'il5l+ in )h+
-*k+)22$igure (.. /ow many customers will avail this productDhen
the produ't idea ,as presented to the respondents their /ehaviour
,as 'onsidera/lypositive% A''ordin$ to the respondents. the produ't
ade"uately satisfies the t,o 'onstraintsi%e%
innovationand"uality%&hesurveyanalysisfoundthat ost
oftherespondentshavenever used su'h produ't /efore /ut there is
fair possi/ility that they ,ill /uy the produ't if itis availa/le
in ar-et today%H4,!)h+sis T+s)ing$igure (.( /ypothesis
testing23T-TEST&he 'iteent ,hen re'eivin$ apur'hase in the ail
than ,hen /uyin$ in the store% &his illuinates an interestin$
aspe't ofshoppin$ that is spe'ifi' to e8'oer'eV the po,er of
pleasura/le anti'ipation and delayed$ratifi'ation%5opanies ust
provide real value in the lives of 'onsuers. adaptin$ their
pra'ti'es to fitthe hi$h e>pe'tations of di$ital natives around
the ,orld% Dhether throu$h fle>i/le returnpoli'ies.
'ustoer8first priva'y proto'ols or superior online e>perien'es.
/rands ust e>pandtheir vision /eyond their produ't to 'reate
oents of value in their 'ustoersA =ourney% 5onsuers see little
differen'e /et,een online and offline shoppin$% Dhat atters is
'ross8'hannel 'onvenien'e% Andyet. rather
than,or-sealesslyto$ether. onlineandoffline'ustoer =ourneys are
often riddled ,ith dead ends. /oth 'ustoer8ade and /rand8ade%Dhile
in8store /ehavior sho,s 'onsuers distra'ted /y their sartphoneVor
perhaps usin$it toa-ethesartershoppersVonline/ehaviorssho,that
thestorestheselves. andtheir e8'oer'e presen'es. are often the
/i$$est deterrent to 'onversion%#i$italisthe ne, storefront%A $ood
e8'oer'esiteisnot=ust ani'e8to8haveNit has aa=oripa't ona/rand%
5urrent e8'oer'ee>perien'es. returnpoli'iesandshippin$options
are fallin$ flat in 'ultivatin$ satisfied 'ustoers% 5onsuer
=ourneys are peppered,ithdeadends% Provideareturnonattention%
FortodayAs'onsuers. tie'an/eorevalua/lethanoney% If
peopleare$oin$tospendtieona/rand. theye>pe't to/ere,arded for
it% )ar-eters need to 'al'ulate the return on attention their
advertisin$ provides5onsuersareoreli-elytosti'-,itha/randiftheyfeel
it a-estheirliveseasier%!e,ardtheloyaltyof 'ustoers ,ithoreoptions
andtransparen'ythanever /efore.'onsuersdonAt
haveu'hreasontostayloyal% &herefore. it isiperativethat
/rands32'ontinually in'entiviKe and re,ard pur'hases%On the other
side. ea'h ar-etpla'e follo,s its o,n pro'esses. and to 'oplete a
'y'le. it'anta-efroa,ee-toasu'ht,oonthsin'aseof return% #elays
insettleentsseriously hurt the sellers% In 5O#. a 'ustoer is not
'oitted to the pur'hase. /ut the sellerstill ships the
produ't%RECOMMENDATIONS&hestudyhasesta/lishedthat
therelia/ilityof di$ital ar-etin$is$ettin$apa'eandtherefore
re'oends that the ana$eent of 'opanies usin$di$ital
ar-etin$,illprovide uni"ue e>perien'e to its 'ustoers /ased on
'ustoer analysis to deliver apersonaliKed e>perien'e to the
'ustoers% &he study has also found that di$ital ar-etin$
iseffe'tiveinrea'hand'reationofa,arenessandre'oendsthat
the'opaniesshouldinvest ore in di$ital ar-etin$ and should use
platfors li-e 'ontent ,ritin$ and o/ilear-etin$ to in'rease their
ar-et share and provide produ't inforation%#i$ital ar-etin$ and
'onsuer pur'hase de'ision has a positive relation. furtherre'oends
that 'opany should 'ondu't a resear'h on the different ar-ets to
se$ent the33produ'ts andensure that the di$ital ar-etin$
initiatives /ein$ipleentedsuits thetar$eted ar-ets to iprove
produ't pur'hases% 5opany should $o ,here its 'ustoers are%5opany
'an follo, a ar-etin$ strate$y2 MUse a lo, 'ost produ't to attra't
'onsuers%On'e the or$aniKation. via lo, 'ost produ't. has
esta/lished a relationship ,ith 'onsuers.the or$aniKation ,ill sell
additional. hi$her8ar$in produ'ts and servi'es that enhan'e
the'onsuerOs intera'tion ,ith the lo,8'ost pro du't or
servi'e%MREFERENCESAlvin. F% S. Cisa !% 4. and @rnst. !% B *2002+.
Intermedia Substitutability and MarketDemand by National
Advertisers. *2024+Baltas. B%. *2003+. Determinants of Internet
advertising effectiveness: An empiricalstudy. International Fournal
of )ar-et !esear'h, 402 0008013%Bhat. S%. Bevans. )% and Sen$upta.
S%. *2002+. Measuring users eb activity toevaluate and en!ance
advertising effectiveness. Fournal of Advertisin$, 312H38106%5ho.
5%. C%)%. *2003+. Measuring eb advertising effectiveness,Fournal of
Advertisin$ !esear'h, 432 3484H%3H4ent D%. Ian. F%. *2010+. *!e
)ssential +uide to Ne Media & Digital Marketing4o. treely
,ell;ery ,ell)oderately ,ellSli$htly ,ell9ot at all ,ell8' H!w
!")+n/ i" +>+*/ 3! 4!u 2u**+n)l4 us+ !)h+*/ si-il*
,*!3u2)B@>treely often;ery often)oderately oftenSli$htly
often9ot at all often.' I" )his ,*!3u2) ws >il5l+ )!34/ h!w
lik+l4 w!ul3 4!u 5+ )! 5u4 )his ,*!3u2)B37@>treely li-ely;ery
li-ely)oderately li-elySli$htly li-ely9ot at all li-ely&' H!w
lik+l4 is i) )h) 4!u w!ul3 *+2!--+n3 !u* n+w ,*!3u2) )!"*i+n3 !*
2!ll+gu+B9ot at all li-ely@>treely li-ely0 1 2 3 4 0 6 3 8 H
109ot at all li-ely 8 0 1 2 3 4 0 6 3 8 H@>treely li-ely S 10:'
Wh+n 4!u )hink 5!u) )his n+w ,*!3u2)/ 3! 4!u )hink !" i) s
s!-+)hing,+!,l+ -igh) NEED !* s s!-+)hing ,+!,l+ -igh)
WANTB9eedDantBoth e"ually;' Wh+n 4!uA*+ 2!nsi3+*ing n+w ,*!3u2) in
)his *+/ wh) *+ )h+ )!, )w! )hings 4!u g+n+*ll4 2!nsi3+*B ECh+2k
)w! 5!F+s'GPri'eBrandInnovation38Iuality;alueOther *spe'ify++ in
)his n+w ,*!3u2)B
