A Project report On

Consumer Behavior towards Internet Marketing

Submitted in partial fullfillment for the Award degree of

MASTERS IN BUSINESS ADMINISTRATION Supervised by Mr. VINIT MATHUR lecturer Submitted by SANJAY MEHAN MBA 3rd sem

(2011-2012) Institute of management studies, bikaner

TABLE OF CONTENT
1 The Internet 2 Internet and competitive advantage 3 Internet Marketing 4 Categories of Internet Marketing 5 Growth of Internet usage and E-commerce: 6 Company profile 7 P's of Marketing on the Internet 8 Online Consumer Behaviour 9 Characteristics of Information Processing 10 Mission and vision 11 : 12 RESEARCH METHOD: 13 DATA ANALYSIS & FINDINGS: 14 Inferences 15 Limitation of study 16 SWOT Analysis 17 CONCLUSION: 18 BIB-LIOGRAPHY 19 Questionnaire

STUDENTS DECLARATION

This is to certify that the report on summer training for the paper-207 of the RTU, Kota MBA Sem III syllabus titled Consumer Behavior towards Internet Marketing was prepared by me and is my own effort. I have not copied it from anywhere and have acknowledged the source of any material used from secondary sources in the bibliography.

EKTA RAKHECHA MBA 3RD SEM

CERTIFICATE

This to certify tha

EKTA RAKHECHA has completed his project report title consumer

behavior towards e-marketing ander my supervision. To the best of my knowledge an belief this is her original work and this, wholly or partially, has not been submitted for any degree of this or any other university . the training project report has been completed under the guidance of MR. VINIT MATHUR LECTURER of INSTITUTE OF MANAGEMENT STUDIES and as per norms and guidelines provided. MR VINIT MATHUR (LECTURER)

Evolution of marketing
At the beginning of the century, social life was mostly local. It was followed by a period in which commodities were produced on a mass scale. Consumer Marketing operated on mass marketing principles and business primarily concerned itself with how to build the best sales force. At the end of the century, there is an emerging global culture. The major driver of these changes is technology. Technological change has moved steadily back focusing on the individual. These changes shape the possibility and conduct of business. Marketing is especially tied to communication and transportation revolution. As the tools and reach of marketing increase, the job and responsibilities of marketers have evolved with them. Kotler formalized this evolution with his book "Marketing Management." His key stages are production, sales and brand management. Each of these is strongly motivated by technological opportunities, which permit new methods and new opportunities. A fourth stage, a focus on the individual customer, is also important. As the new technology of the Internet develops, it reinforces the new marketing emphasis which in many ways is a return to business at the turn of the century. In todays technology driven world, a new fast paced digital economy is emerging. In the near future, it wouldnt be surprising to see that there are companies that exist only inside computer networks. Most business transactions will be made electronically, directly from the producer to the consumer, bypassing the supply chain. In the digital marketing environment, the consumer becomes an integral player in the development of the product. In fact, a consumer might build the product himself from a wide array of parts provided by the company. It is e-commerce that is changing the way products and services are conceived, manufactured, promoted, priced, distributed and sold. The reason being that it is much cheaper; it allows vast coverage and helps in serving the customer better.

The Internet
We can claim with certainty that we live in the age of the Internet, the golden age of technology. As mentioned by Hamill (1997), the Internet is ...a network of interlinked computers throughout the world operating on a standard protocol which allows data to be transferred between otherwise incompatible machines. It is used all over the world by millions of people for its countless benefits such as collaboration, file sharing and media streaming. A huge amount of literature is related to the way with which many different businesses employ the Internet to create new methods of interacting and communicating with their customers. Today, the use of the Internet is booming. The following figure presents the number of people using Internet Technology in the main regions of the world. It can be clearly seen that the

Internet users all over the world are being counted in millions and the number is getting increased every year. It has been said that in the year of 2010 the numbers of users might approach the 2 billion.

Internet Users in the World by Geographic Regions

Nevertheless, the influence of Internet-based systems goes ahead of the number of users; as Castells (2003) reports, an important factor is also the quality of use. Porter (2001), states that the technology of the internet can be used by any company and as a part of almost any strategy. But how should companies employ the technology of the internet to gain the competition? Different kinds of activities like economic, social, political and cultural are being held over the internet. Businesses that aim to contribute in electronic market should underscore on the Technology and the Internet (Grewal, Comer & Mehta 2001). Businesses should use the Internet intelligently and, wisely choose what it is best for them and for their future profit Based on the report of Hoffman & Novak (1996), the Internet is so powerful that it can drastically modify the way businesses interact with their customers. A smashing example is the Tesco, well-known UK Retail shop, which shifted its market to the online marketing and as a result to that its sales increased up to 32% per year. Laura Wade-Gery, chief executive officer at Tesco.com in an interview about Tesco.com said: s. Having an extremely strong existing brand, the power of the Internet, and our ability to use it these are the key factors to our success. There is virtually no limit to what we can sell be it physical goods or services, and where we can sell it. On the other hand, Porter (2001) supports that many organizations influenced by the enormous growth of this new medium have lost their main target in competition and made many bad decisions related to their strategy and business. Regrettably, the internet has both a negative and a positive side. The bright side it is that of raising the efficiency and effectiveness of the organization, creating new ways of communicating with the customers and opening news

ways of competition. Although, the negative side of the Internet is that it brings more companies into the game of competition (Porter 2001). At the end, as Porter (2001) declares, The winners will be those that view the Internet as a complement to, not a cannibal of, traditional ways of competing.

Internet and competitive advantage

A precise way of a definition of the term of competitive advantage is, as Porter (1985) stated to say that is about taking offensive or defensive action to create a defendable position in an industry, in order to cope successfully with competitive forces and generate a superior return on investment. Furthermore, as Barney J (1991) reports, when a business employs a strategy that is not being implemented by another competitor is said to have a sustained competitive advantage. It is essential to be on the very top of competition when the benefits of this strategy cannot be duplicated by another organization. Porter (2001) argues that businesses can achieve a sustained competitive advantage in two ways: operational effectiveness and strategic positioning. Operational effectiveness corresponds to the way a business does the same things with its competitors but does them in a greatly better way. Internet has the ability to enhance the operational effectiveness by transferring the information quickly and improve the way a business operates. Instead, strategic

positioning refers to the ability of the business to do things differently from competitors and give the entire organization a unique type of value. The Internet affects strategic positioning by enabling the business to offer different features and services. In the last 20 years astonishing changes in information technology have been observed. Nowadays, companies use Internet-connected high-powered workstations, notebook

computers with integrated wireless, servers and dozens of other smart devices. Forwardlooking organizations can gain real advantages by just utilizing the new IT opportunities. By using the technology, companies establish long-term strategic advantages and gain higher and privileged profits than their competitors.

Internet Marketing
Based on Chaffey et al., (), we can say that Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. With a customer-centered perception, as proposed by Smith and Chaffey () Internet Marketing can be used as follows: Identifying by using the Internet for marketing functions the customers needs and wants can be addressed. Satisfying an important factor in Internet marketing is to achieve customer satisfaction. Anticipating customers can access the Internet to gather information and make purchases. The key element of the online marketing is the level in which the organization is related with its customers. The next figure shows the different marketing activities of customer relationship management.

The marketing activities of customer relationship management - CRM (Chaffey et al )

Firstly, businesses should select the kind of customers that will use the website and the kind of activities that will be able to perform. Every business should underscore to the Acquisition of new customers by providing marketing activities enhancing the relationship between the business and the customers. When the customer chooses to interact with the organization it is more likely to interact again if the business uses marketing activities that satisfy his/her needs and preferences. Additionally, businesses should extend their

activities to satisfy different kinds of users. These steps are related to each other in a way of enhancing the relationship between the business and the customer and enabling the commitment to the organization. Categories of Internet Marketing Hofacker (2001) divided Internet Marketing into four categories: communicating, selling, providing content and providing a network function. Communication A range of different businesses uses the Internet as a way to communicate with their customers. Marketers can use this essentially useful medium to build relationships with new customers or enhance the interaction with existing customers. Internet provides many alternative options for marketers that help them to interact and communicate with the consumers. Email, email list online chat and forums offer quick and easy communication between different parties.

Selling Consumers today have less time to work. Companies use direct marketing to sell their goods. The significant advantage of the Internet selling is that it is available 24 hours per day, 7 days per week. Large and small businesses develop websites and sell via the Internet through innovative use of technology and more attractive features than in traditional marketing. The way the information appears to the consumer can affect the online decision of purchasing a product. As to that, firms should pay attention on the designing and structuring of an effective website. Moreover, online selling sites can be used to offer much more products than can be shown in a printed catalog. In addition, consumers can enjoy self-service services such as, tracking their purchases and orders or saving their information to be used in later transactions. Providing content Businesses must provide their customers with all the necessary information about their company, their services and products. A content website allows visitors to interact with interesting and useful information and not with unnecessary and irrelevant data. Every website should have the capability of keeping people on the website and getting people to return. Companies performing in the world of internet marketing should create websites that provide all the needed information to their customers by keeping the content fresh and updated. Providing a network function Except from content, websites can also provide useful functions for visitors. This can be done by using the network to make access to information provided by another website possible. For example, Yahoo! created a menu for websites that enables owners of other websites to register their URLs. Benefits for the Marketer Smith and Chaffey (2005), identified the 5 Ss of Internet marketing which propose five benefits for the organizations to implement Internet marketing.

Sell Customers use the internet to gather information about products and services. They may be browsing online looking for prices or special offers before they visit the store. Companies should offer their customers both the online and offline experience of shopping in order to achieve a wider variety of customers; those who shop online and those who prefer to visit the store. For example, EasyJet is a leading airline company that firstly use phone to sell customers flight tickets. After converting its market strategy to online selling through a website its sales have grown dramatically to the point where it now sells most of its tickets over the web.

Serve Website should serve or add value in order to improve customers experience. Additionally, websites should be customer-oriented and employ ways that give users extra benefits and values. For example, Amazon uses information about each registered customer and personalizes the content according to individual preferences and needs. The website provides users with recommendations on relevant products according to a browsing history of each visitor. In short, Amazon enhanced customer experience by providing personalization and helping them gather the information needed quickly and easily. Speak Speak is one of the benefits of internet marketing and it refers to the way of speaking and communicating with customers. Organizations should use chat rooms, questionnaires and forums to communicate with their customers and enhance their relationships. Speaking to customers, recommend products and answer to questions and queries can make customers feel more satisfied. For example, Apple uses discussion forums to help customers find information about products, prices or answer some of their queries. Save

Saving money and time is an indispensable issue for each organization. Savings emerge in customer service, printing and distribution. A good system should enable customers to

help themselves and as a result it would save precious time and money to the company. For example, Fedex estimated that they save a big amount of money when they serve customers through the website. People are self-serviced through online help functions, such as FAQs. As a result, more customers are being served in a fewer time than before. In addition, sending annual reports, promotions and special offers through e-mail can save both money and time

Sizzle Organizations should take opportunity of the countless advantages of the Internet as a medium to add some sizzle to their brand. Internet helps businesses to improve their image by adding new unique services, build the company value and formulate an unforgettable customer experience by providing interactive facilities. For example, several years ago the pop band Oasis, offered a free CD attached to The Sunday Times newspaper. The CD included four new tracks that could be played on a PC for only four times. After that the user was automatically directed to the website of HMV to buy the album. Online Consumer Behaviour There are two ways in which consumers use the Internet to interact with organizations. A consumer may only search for information in a website or may search for products to buy. Businesses should make effort to understand the theory of consumer behaviour if they longing in gaining a high place in todays competitive market. Even though, many

studies have not yet come to an ending point on how customers interact with the websites. Very little has been revealed from studying the online consumer behaviour. It is pointed out by Dan Hill (2003), that marketers dont really understand the way consumers make decisions. Dan Hill (2003) characterized this by saying that ...it is more like

Copernicus revelation that the earth goes around the sun rather than vice versa because the new insights fundamentally challenge our sense of who we are and how we operate.

Growth of Internet usage and E-commerce:

According to the research report of Goldman Sachs, India has emerged as the second largest Internet market in Asia after China with 100 million users in 2005. It estimates that Indian Internet Users will increase by 130% compounded annual growth rate (CAGR) from 0.5 million users recorded at end of 1998. Also the figures of the number of Internet Service Providers (ISPs) is expected to increase by leaps and bounds and june 2012 sees at least private

international gateways. As per preliminary findings of the NASSCOM survey, the total volume of E-commerce transactions in India was about Rs.131 crore in the year 1998-99. Out of this volume, about Rs.12 crore were contributed by retail Internet or Business-to-Consumer transactions, and about Rs.119 crore were contributed by Business-to-Business transactions. The survey also revealed that E-Business transactions in India are expected to exceed Rs.300 crore during 1999-2000. Out of this, about Rs.50 crore could comprise of retail transactions. For Business-to-Business transactions, Indian industries are expected to reach online penetration of 2% by 2003 and 8% by 2008. 12% in 2009 and it increase 60% in 2012

Company profile
Bizinfostore.com is an online Yellow-page directory of India that provides comprehensive
information about Business Organizations and Companies along with their complete details like contact, products and services.Bizinfostore.com offers your business simple, affordable and reliable marketing tools that can reach your customers and deliver qualified leads twenty-four

hours a day, three- hundred-sixty-five days a year with a variety of options. We are structured to understand deep share learning and generate ideas as fast and effectively as possible. But most importantly, Bizinfostore.com is focused on business imperatives, creating competitive advantage and delivering result to your business. Our ambition is to be customer oriented and maximize the chances of their business publicity. Our aim to put buyers and sellers in touch with each other and generate targeted contacts. We think and work differently than any other conventional advert and marketing companies to enhance your business visibility and make your brand worthy. We aim to be the best business informative bridge between buyers and sellers, regardless channel, time or location. We aim to consistently meet the changing needs of our advertisers and users to take advantage of new technologies and communication methods in the development of world class products and services.

7 P's of Marketing on the Internet

The four P's - Product, Price, Place and Promotion have long been associated with marketing, but things have changed on the Internet. So along with a change in the nature of the four Ps there are three new Ps which are relevant to the internet marketer.

The Product

On the Internet usually changes form online, and the user experiences it electronically, in the form of text, images and multimedia. Physical goods are usually presented in the form of a detailed online catalogue that the customer can browse through. Technology allows the user to virtually touch and feel the product on the Internet - rotate it, zoom in or zoom out and even visualize the product in different configurations and combination. The example of the above can

be seen at dell.com where the company offers the user to virtually feel every aspect of their product before they go into a buy decision. Content and software are two avatars of digitized products that can be even distributed over the Internet. On the Internet, E-marketing will be based more on the product qualities rather than on the price. Every company will be able to bring down the cost of its products and hence competition will not be on price. It will rather be on the uniqueness of the product. To be able to attract the customers and retain them, the company will have to provide nouvelle and distinct products that forces the net users to purchase and come back for more

The Place

revolves around setting up of a marketing channel to reach the customer. Internet serves as a direct marketing channel that allows the producer to reach the customer directly. The elimination of the intermediate channel allows the producer to pass the reduced distribution cost to the customer in the form of discounts. Dell Computers have used this strategy very effectively and hence they have been able to reduce their prices of their laptops drastically and reaped huge profits.

The Price has been drastically changed over the Internet. It lets the buyer decides the price. Also it gives the buyers information about multiple sellers selling the same product. It leads to best possible deal for the buyers in terms of price. A website named Priceline.com is extremely popular as its compares the price of many airlines and offers the least price to the

buyer. The very famous bazee.com now known as ebay.in follows the same principles. Pricing is dynamic over the Internet. promotion is extremely necessary to entice the customer to its website, as there are currently more than one billion web pages. Promoting a website includes both online and offline strategies. Online strategies include search engine optimization, banner ads, multiple points of entry, viral marketing, strategic partnership and affiliate marketing. Presently, the cyberspace is already cluttered with thousands of sites probably selling similar products. For the customers to know of the Companys existence and to garner inform ation on the kind of products or services that the company is offering, promotion has to be carried out. There can be traded links or banner advertisements for the same. Also the traditional mediums like print, outdoor advertising and television can be used to spread awareness. Email campaigns and spamming the Chat rooms on almost every server has been exploited to the maximum for the cause of promoting their website. The presentation of the online business needs to have an easy to use navigation. The look and the feel of the web site should be based on corporate logos and standards. About 80% of the people read only 20% of the web page. Therefore, the web page should not be cluttered with a lot of information. Also, simple but powerful navigational aids on all web pages like search engines make it easy for customer to find their way around. The principle of K.I.S.S ( Keep it simple stupid ) is the most important factor that has to be considered while presenting the online business. Process Customer supports needs to be integrated into the online web site. A sales service that will be able to answer the questions of their customers fast and in a reliable manner is necessary. To further enhance after sales service, customers must be able to find out about

their order status after the sale has been made. For e.g. FedEx (www.fedex.com), the overnight Courier Company allows its customers to keep track of the parcel and they are well informed about the present whereabouts of their package. Similar variants have been used by the Govt of India for its Speed post and Registered Ad services where you can keep a track of your post by entering the code that has been issued to you. Personalization Using the latest software from Broad-Vision and others, it is possible to customize the entire web site for every single user, without any additional costs. The mass customization allows the company to create web pages products and services that suit the requirement of the user. A customized web page does not only include the preferred layout of the customer but also a pre selection of goods the customer may be interested in. For e.g. Yahoo! (www.yahoo.co.in) entered the Indian cyberspace and started its personalized services. A registered user of Yahoo can now personalize the front page with all the information he needs. He can read the news of the world, add a tax calculator, see the weather forecasts of his city and listen to his favorite songs and all this simultaneously

Online Consumer Behaviour

There are two ways in which consumers use the Internet to interact with organizations. A consumer may only search for information in a website or may search for products to buy. Businesses should make effort to understand the theory of consumer behaviour if they longing in gaining a high place in todays competitive market. Even though, many studies have not yet come to an ending point on how

customers interact with the websites. Very little has been revealed from studying the online consumer behaviour. It is pointed out by Dan Hill (2003), that marketers dont really

understand the way consumers make decisions. Dan Hill (2003) characterized this by saying that ...it is more like Copernicus revelation that the earth goes around the sun rather than vice versa because the new insights fundamentally challenge our sense of who we are and how we operate.

Today, it is a challenge for organizations to know their customers while when consumers are introduced to new technologies their behaviour changes (Zinkhan and Watson 1998, p.6). A great amount of studies have examined online consumer

behaviour. A recent research supports that it is very difficult to understand the online consumer behaviour as each day businesses and the marketing place is being transformed (Koufaris 2002). Koufaris (2002) has also examined if the emotional responses to a website may affect customers to visit the website again. The results revealed that the factors affecting the intention to return to a website are the enjoyment of the shopping experience and the usefulness of the web site (Koufaris 2002). It is a very important issue for the marketer to review the factors influencing consumer behaviour since different types of websites may need to accommodate different types of consumers with unique attributes. Cheung et al. (2003) proposed a model for online consumer behaviour as it is shown in the following figure

In their report, consumer characteristics refer to the characteristics of the individual consumer as a person, such as knowledge, attitude, level of trust etc. Furthermore, their model proposes that environmental factors like culture, exposure to mass media and social influence affect the online consumer behaviour. Another factor, which influences the decisions of the online consumers, is the knowledge of the product and services. Medium characteristics refer to the ease of use and security in the e-commerce activities. What's more, website design, ease of navigation and overall structure of the interface are proposed as factors that affect the online consumer in making decisions. Finally,

merchant and intermediary characteristics refer to the service quality of the e-commerce site, the level of privacy and security and the brand reputation. Intention, adoption and continuance refer to the determinants of consumer online intention to buy a product, the adoption of the consumer by using factors that affect his/her satisfaction and the retention of the consumer to visit the website again and repurchase.

Models of Online buyer behaviour

Lewis and Lewis (1997) have spotted five different kinds of web users:

Directed information-seekers. These users look for information about specific products. Their intention is not to buy but to search for information.

Undirected information-seekers.

These

users

regularly browse

and

change

websites by following hyperlinks. They referred to as surfers because they look around the websites to find something interesting. Directed buyers. These users visit a website with the intention to buy products online. They search specific products and make the transaction. Entertainment seekers. These users visit websites that offer entertainment features, such as quizzes, puzzles and multi-player games. Bargain hunters. This type of users search to find special offers such as free samples or competitions.

Characteristics of Information Processing

According to Hofacher (2001), the information that is presented on a website is processed by the human mind in five separate stages: exposure, attention,

comprehensions and perception, yielding and acceptance, and retention. The stages are described below:

Exposure

The content must be presented for a long time in order to be processed by the user. The user might not process messages that quickly disappear of the screen or words that cannot easily be read.

Attention

People have a tendency to give attention to things related to their expectations and needs. Attention is influenced by the visual appeal of the information presented on a website. Users notice things that move or are bright and loud.

Comprehension and Perception The terms comprehension and perception are related to the process of understanding and observation of an element and the connection of the information stored in our memories. When users look at a picture or a word they automatically relate this information with the information stored in their minds.

Yielding and Acceptance

The information must be up to date and truthful in order to be accepted by the users. Users may not accept the content of the website if it does not seem professional and support the services provided by arguments.

Retention The term of retention refers to the extent in which the information of the website will be remembered by the user. It is accepted that information from a website that is well organized will be easier to remember.

According to these five characteristics, websites should be developed to cover if not all, most of these aspects as to gain the attention of the visitor. Websites are used by different kind of people with different levels of understanding and capturing the information provided to them. The five stages of information processing should be considered as critical points when developing a website aimed to the acquisition of new customers.

Satisfaction, Trust, Commitment and Loyalty

To address issues such as satisfaction, trust, commitment and loyalty, it is vital to present a review of the relevant literature concerning the variables mentioned. A definition of trust based on Mayer et al., (1995) is ...the willingness of a party to be vulnerable to the actions of another party based on the expectation that the other will perform a particular action important to the trustor, irrespective of the ability to monitor online trust as to make users feel more comfortable interacting with the online market and consequently enhance the relationship between its

customers. A study by Warne and Holland (1999), distinguished two types of trust: innate trust and subjective trust. As they make clear innate trust refers to the individuals tendency to trust others by having in mind previous experiences

or relevant attributes. Nonetheless, subjective trust is the trust related to a particular situation. Yoon (2002), makes a distinction between seven mechanisms of online trust: security assurance, reputation, web searching, fulfillment, presentation, technology and interactions. Another research reports that online trust is influenced by detailed information about products and online service (Chen & Barnes 2007). However, Severt (2002) stated the term of satisfaction as an affective consumer condition that results from a global evaluation of all the aspects that make up the consumer relationship. User satisfaction is the success. Moreover, greatest measure of website

commitment appears to be related to high emotional feeling

between the interacted parties (Geykens et al., 1996; Meyer et al., 1993) and finally, loyalty refers to the intention of a user to visit the website again and again.

MISSION AND VISION Our mission is To be the most competent, reliable and Cost Effective Service provider for all our client needs regardless of industry, size or duration.

Our aim is to be the Internet`s most trusted and extensive information resource for local online advertising solutions and Internet-based yellow pages which interconnects consumers, merchants and national advertisers .

Why bizinfostore??

You will be positioned on india # 1 B2B portal. Presence on prominent positioning to multiply the chances of highlighting your business opportunity.

Qualified business leads every lead that you receive will be from someone who has requested information on your specific company.

Modern infrastructure and constantly updated technology. Presence in the search by product and category.

Data analysis and interpretation 1. Are you interested in internet marketing?

percent

yes no yes or no

The above graph showing the ratio of people which are interested in internet marketing the response is 40% are interested, 25% are not interested,and rest 35% are in the categories of yes or no.

2. Do you know bizinfostore.com?

percent

yes no

The above graph showing the ratio of respondents which are interested in bizinfostore 33% are interested and 67% are not interested.

3. Do you find online advertising effective?

ratio

yes no both

Above graph showing the ratio of people that find internet marketing effective 49% of people say it is effective. 4. Are registered in any other advertising company if yes than where?

NAME OF COMPANIES
JUST DIAL GET IT SULEKH.com others

In the above graph there is a ratio of other companies which have great impact on advertising.

5. If you are interested in bizinfostore than what package you take?

ratio
999 4550 10000 30000

The above graph showing the packages and the ratio of people in which package advertisers are interested mainly 60% of peoples are interested in 999 package.

Limitation of study
1. An underlying assumption for the entire project is that the details and feedback received from the population is true 2. It was difficult to find respondents as they were busy in their schedule, and collection of data was very difficult b. therefore, the study had to be carried out based on the availability of respondents. 3. Some o the respondents were ready to fill the questionnaires and some of them were not ready to come out openly.

SWOT Analysis SWOT Analysis, or sometimes known as the TOWS Matrix, is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture or in any other situation of an organization or individual requiring a decision in pursuit of an objective. It involves monitoring the marketing environment internal and external to the organization or individual. The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from the Fortune 500 companies. Strategic and Creative Use of SWOT Analysis Strategic Use: Orienting SWOTs to An Objective. If SWOT analysis does not start with defining a desired end state or objective, it runs the risk of being useless. A SWOT analysis may be incorporated into the strategic planning model. An example of a strategic planning technique that incorporates an objective-driven SWOT analysis is SCAN analysis. Strategic Planning, including SWOT and SCAN analysis, has been the subject of much research. If a clear objective has been identified, SWOT analysis can be used to help in the pursuit of that objective. In this case, SWOTs are: 1. Strengths: attributes of the organization that are helpful to achieving the objective. 2. Weaknesses: attributes of the organization that are harmful to achieving the objective. 3. Opportunities: external conditions that are helpful to achieving the objective. 4. Threats: external conditions that are harmful to achieving the objective. Correct identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective are to be derived from the SWOTs.

First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated.

CONCLUSION:

E-marketing is rapidly changing the way people do business all over the world. In the business-to-consumer segment, sales through the web have been increasing dramatically over the last few years. Customers, not only those from well-developed countries but also those from developing countries, are getting used to the new shopping channel. Understanding the factors that affect intention, adoption and repurchase are important for researchers and practitioners alike. E-marketing is gaining popularity among people

specially the younger generation but in today scenario to become equally popular among all age groups e-marketing will have to cover a longer distance. People have hesitations in using e-services due to security concerns, lack of physical approach towards product offered, delays in product delivery along with price & quality concerns. More-over people are more resistant to change & not easily adaptable to newer technology. 68% of

respondent found shopping from shop easier, convenient & preferable over online purchasing. Above finding clearly supports our conclusion that people are tradition bound & have doubt in mindset as far as issue of online shopping/purchase of product is concerned. People have dubious attitude towards e-marketing of product & services

mainly due to security concern related to privacy of personal information. Personal information privacy should be given preference by the companies involved in online marketing of product & services. The other major concern among people includes authenticity of product & services offered online. Companies involved in online trading should focus on building their brand awareness among people so that trust-worthy

relationship can be developed between producers & consumers. On-time delivery of products purchased through online shopping will prove to be quite beneficial in a long run.

Significant price-cuts should be offered to customers as there are relatively no/lesser intermediaries involved as far as e-marketing is concerned. Currency fluctuation should be dealt with great care & steps should be taken both by government & companies so as to reduce currency fluctuation to its minimal. Promotional schemes should be launched to promote e-marketing business. Advertising of web-products & services is one of the major issues where companies fail to attract potential consumers attention. Companies should focus on offering informative advertisements which would contain product information along with additional products & services offering which best suits needs of people. Such advertisements frequency should be high so as to position the products & brands in consumer mindset. In a nut shell we can conclude that e-marketing has a potential to grow, only proper boosting needs to be done both at producer and consumer level apart from government efforts.

BIB-LIOGRAPHY

Kotler Philip, Marketing Management, 8th Edition, Tata Mc Graw- Hill, New Delhi, 1995. Judy strauss , Adel el-andary , Raymond frost, E marketing ,4th Edition,2008. Lisa harris,charless Dennis ,Marketing the E business,2002. Rajan saxena, Marketing management ,3rd Edition,2007.

WEB-LIOGRAPHY

http://www.southkesteven.gov.uk/CHttpHandler.ashx?id=894&p=0

http://en.wikipedia.org/wiki/Internet_marketing

http://www.sgdnetworks.com/web-articles/articles/8944/1/Importance-of-E-Marketing-in-webdevelopment/Importance-of-E-Marketing-in-web-development.html

http://www.quirk.biz/resources/88/2/What-is-eMarketing-and-how-is-it-better-than-traditionalmarketing

http://en.wikipedia.org/wiki/Internet_marketing#Business_models

http://vijayvj-internetmarketing.blogspot.in/2007/11/effects-on-industries.html

http://en.wikipedia.org/wiki/Internet_marketing#Business_models

http://en.wikipedia.org/wiki/Internet_marketing#Business_models

http://globaltrendz.com/eMarketingAdvantages.asp

http://www.wewanttraffic.com/ebusiness/emarketing/advantages.aspx

http://blog.i2k2.com/seo/what-are-the-limitations-of-online-marketing/

http://www.10webtips.com/articles/emarketing-tools.html

http://www.slideshare.net/Timothy212/chapter-3-the-emarketing-plan

http://econsultancy.com/us/forums/other-topics/top-ten-strategic-e-marketing-issues-today-andtomorrow

Questionnaire
1. Name 2. Occupation.. 3. Do you use internet? YES

NO

4. Are you interested in online advertising?

YES

NO

5. Do you know bizinfostore if yes than how? .. .. . 6. Have you registered in bizinfostore.com?

YES

NO
7. From how many years you are using services offered by bizinfostore.com ? .. 8. Rate your overall satisfaction with the services offered by bizinfostore? . 9. Are you satisfied with the quality of applicants bizinfostore is offering?

YES NO

10. Do they entertain queries in a proper manner ?

YES

NO

11. Are you satisfied with the range of services?

YES

NO

12. Do you find their charges nominal as compared to other competitors? YES NO

13. Do they give certain attractive offers? YES NO

14. Does the company inform you about the new services / changes in the services on time?

YES NO

15. Do you think the bizinfstore identify and resolve problems of the associated companies?

YES NO

16. Do you think bizinfostore maintaining good customer relations through its services?

YES NO