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1.

1 INTRODUCTION

As you consider the massive set of career options open to you, you may find yourself asking the
question, "what is marketing?" You aren't the first to wonder. Marketing is an abstract concept that
has been defined in different ways by different people. In this article, we'll examine a couple of
definitions to hopefully make your decision—if not easier—at least a bit more informed.

In our pursuit to define what is marketing, let's start with the dictionary. If you look up the
definition of marketing in the Oxford Dictionary, this is what you will find: "Marketing is the
action or business of promoting and selling products or services…"

Sounds simple, right? However, it's not quite as simple as it may at first seem to be. As an
international student studying marketing in the US, you need to understand that marketing is so
much more than just promoting and selling. The US has a history of producing marketing masters
like Steve Jobs, Thomas Edison and Henry Ford. International students should look to such
industry leaders for inspiration as they study marketing in the us.

A more accurate and comprehensive definition of marketing would be:

"The aim of marketing is to know and understand the customer so well the product or service fits
him and sells itself.“

— Peter F. Drucker's definition suggests that to be successful in marketing, you need to


thoroughly understand your customers. You should know things like their ages, income, sex, and
hobbies—any detail that enhances your understanding of your audience. This knowledge is critical
to have, so you can develop your product to meet their wants and needs because, as the definition
suggests, your product should sell itself.

Apple, Inc. provides a great case study of successful marketing strategy. Apple's marketing team
constantly listens to and communicates with their customers and makes progressive enhancements
to their products based on the feedback they receive. Why do you think so many people own
multiple Apple devices? First, there was the iPod™ which was great for music, but then we wanted
to be able to talk to our friends and surf the Internet—so Apple developed the iPhone to fulfill

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those desires. Apple has listened to its customers and has evolved the design of its products
according to their expressed needs and desires.

In our dictionary definition, marketing is described as an action, which is quite appropriate,


considering all of the activities performed daily by marketing professionals. Business Dictionary
gives a more detailed answer to the question, "what is marketing?"—it explains that it's a bit more
complicated than just promoting a product. Marketing involves researching the target audience,
advising clients how to develop their products to suit consumer desires, determining product
pricing structure, selecting effective channels through which to communicate with your customers,
and developing and implementing promotional strategies

Let us apple again to illustrate this process: Apple design their products based on their perceptions
of consumer desires. They make improvements in both software and hardware, then establish
different pricing levels to fit into different customers' budgets. Finally, all Apple products are sold
together in a convenient location—the Apple store—making them easy to find. The company
advertises in a variety of media, from promotions at tech events to online advertisements and
television, in order to reach as many potential customers as possible.

Based on these definitions of marketing, a clearer picture of what marketing is emerges. Studying
marketing in the US presents a great opportunity to see some of the world's best marketing agencies
in action and learn about marketing first-hand. Just don't forget that there's more to marketing than
simply promoting and selling products; it's about knowing your customers, developing your
products to fulfill their needs, and maintaining constant communication with them.

Online marketing is the practice of leveraging web-based channels to spread a message about a
company’s brand, products, or services to its potential customers. The methods and techniques
used for online marketing include email, social media, display advertising, search engine
optimization, and more. The objective of marketing is to reach potential customers through the
channels where they spend time reading, searching, shopping, or socializing online.

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Widespread adoption of the Internet for business and personal use has generated many new
channels for advertising and marketing engagement, including those mentioned above. There are
also many benefits and challenges inherent with online marketing, which uses primarily digital
mediums to attract, engage, and convert virtual visitors to customers.

Online marketing differs from traditional marketing, which has historically included mediums like
print, billboard, television and radio advertisements.

Before online marketing channels emerged, the cost to market products or services was often
prohibitively expensive, and traditionally difficult to measure. Think of national television ad
campaigns, which are measured through consumer focus groups to determine levels of brand
awareness. These methods are also not well-suited to controlled experimentation. Today, anyone
with an online business (as well as most offline businesses) can participate in online marketing by
creating a website and building customer acquisition campaigns at little to no cost. Those
marketing products and services also have the ability to experiment with optimization to fine-tune
their campaigns’ efficiency and ROI.

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1.2 DEFINITION – WHAT DOES ONLINE MARKETING MEAN?

Online marketing is a set of tools and methodologies used for promoting products and services
through the internet. Online marketing includes a wider range of marketing elements than
traditional business marketing due to the extra channels and marketing mechanisms available on
the internet.

Online marketing can deliver benefits such as:

 Growth in potential
 Reduced expenses
 Elegant communications
 Better control
 Improved customer service
 Competitive advantage
 Online marketing is also known as internet marketing, web marketing, digital marketing and
search engine marketing (SEM).

Techopedia explains Online Marketing

The broad online marketing spectrum varies according to business requirements. Effective online
marketing programs leverage consumer data and customer relationship management (CRM)
systems. Online marketing connects organizations with qualified potential customers and takes
business development to a much higher level than traditional marketing.

Online marketing combines the internet's creative and technical tools, including design,
development, sales and advertising, while focusing on the following primary business models:

 E-commerce
 Lead-based websites
 Affiliate marketing

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Marketing is defined by the American Marketing Association as "the activity, set of institutions,
and processes for creating, communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large." The term developed from the original
meaning which referred literally to going to market with goods for sale. From a sales process
engineering perspective marketing is "a set of processes that are interconnected and
interdependent with other functions" of a business aimed at achieving customer interest and
satisfaction.

Philip Kotler defines marketing as: - marketing is about Satisfying needs and wants through an
exchange process.

The Chartered Institute of Marketing defines marketing as "the management process responsible
for identifying, anticipating and satisfying customer requirements profitably."[A similar concept
is the value-based marketing which states the role of marketing to contribute to
increasing shareholder value. In this context, marketing can be defined as "the management
process that seeks to maximize returns to shareholders by developing relationships with valued
customers and creating a competitive advantage."

Marketing practice tended to be seen as a creative industry in the past, which


included advertising, distribution and selling. However, because the academic study of marketing
makes extensive use of social science, psychology, sociology, mathematics, economics,
anthropology and neuroscience, the profession is now widely recognized as a science, ][not in citation
given]
allowing numerous universities to offer Master-of-Science (MSc) programs.[9][not in citation given]

Online marketing has 7 major categories:

 Search engine optimization (SEO)


 Search engine marketing (SEM)
 Pay-per-click advertising (PPC)
 Content marketing
 Social Media Marketing (SMM)
 Affiliate marketing
 Email marketing

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1.3 SEARCH ENGINE OPTIMIZATION

According to Search Engine Land, SEO stands for “search engine optimization.” It is the “process
of getting traffic from the free, organic, editorial or natural search results on search engines.”

By understanding how search engines rank websites, one can optimize a website to maximize its
chances of ranking well for relevant searches. However, search engine algorithms continue to
change, making it essential for online businesses to stay up-to-date with best practices to claim
high rankings for relevant keywords.

The process of marketing is that of bringing a product to market which includes these steps: broad
market research; market targeting and market segmentation; determining distribution, pricing and
promotion strategies; developing a communications strategy; budgeting; and visioning long-term
market development goals.[10] Many parts of the marketing process (e.g. product design, art
director, brand management, advertising, copywriting etc.) involve use of the creative art.

The 'marketing concept' proposes that in order to satisfy the organizational objectives, an
organization should anticipate the needs and wants of potential consumers and satisfy them more
effectively than its competitors. This concept originated from Adam Smith's book The Wealth of
Nations, but would not become widely used until nearly 200 years later. Marketing and Marketing
Concepts are directly related.

Given the centrality of customer needs and wants in marketing, a rich understanding of these
concepts is essential:[12]

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1.4 SEARCH ENGINE MARKETING (SEM) & PAY-PER-CLICK
ADVERTISING (PPC)

SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on
search engines. Google Ad Words is by many measures the most popular paid search platform
used by search marketers, followed by Bing Ads. Beyond that, there are a number of “2nd tier PPC
platforms” as well as PPC advertising options on the major social networks.

Typically, SEM and PPC advertising is carried out through search engines, who charge advertisers
a predetermined amount every time their ad is clicked. While the search engines profit handsomely
from this model, site owners benefit from being able to precisely target their potential customers.

1.5 CONTENT MARKETING

According to the Content Marketing Institute, content marketing is “a strategic marketing


approach focused on creating and distributing valuable, relevant, and consistent content to attract
and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

Basically, content marketing is the ongoing process that focuses on communicating with your
customers without always selling. Instead, businesses should use content marketing strategies to
educate the consumer while delivering consistent, valuable information to buyers who, in turn,
reward us with their business and loyalty.

Regardless of what type of marketing you do, content marketing should be part of your strategy,
not something separate. Quality content is part of all forms of marketing, including social media
marketing, SEO, PR, PPC, inbound marketing and content strategy.

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1.6 SOCIAL MEDIA MARKETING (SMM)

As an end user, many people already know a lot about social media, but their knowledge about
social media marketing is typically more limited.

Social media marketing is a great way for businesses to fulfill their objectives in terms of building
brand equity, improving customer service, reaching new customers and collecting customer
feedback. If companies can create social media content that provides value to others, they can
connect with customers in a profitable way.

1.7AFFILATE MARKETING

Affiliate marketing is the process of earning a commission by promoting other people’s (or
company’s) products. You find a product you like, promote it to others (usually through your blog),
and earn a piece of the profit for each sale that you make.

1.8 EMAIL MARKETING

Email marketing has long been a pillar for any business attempting to generate sales via the
internet. It provides direct contact with clients and allows you to drive prospective customers to
your website.

In a few simple steps, you can provide updates, exciting news, reminders, etc. to your customers
in a matter of minutes. At the same time, you can use these newsletters as printable, direct mail
pieces or even flyers. When using the right tools, sending out customizable emails that look
professional and represent your business the way you want it can be so simple

People want brands they can trust, companies that know them, communications that are
personalized and relevant, and offers tailored to their needs and preferences. Digital marketing is
the method in which you can provide it.

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2.1 INTERNET MARKETING METHODOLOGY:

Bruce Clay, Inc. is a professional internet marketing services and consulting firm that has
developed many specific methods and processes to maintain a constant and clear track towards
increasing website traffic. Since 1996 we have offered a variety of free information and advice on
Search Engine Optimization and will continue to do so in the future. You will be able to find free
advice on most topics having to do with search engine marketing, but if by chance you find an area
we have yet to cover, let us know and we'll add that to the site in the near future.

Our internet marketing strategy and methodologies are designed to cover a wide range of
problems. Because our approach is synergistic, true advantages will come from applying many of
our search engine marketing methodologies at once.

Search Engine Optimization (SEO) Methodology:

The Bruce Clay™ SEO Methodology has been in existence for nearly a decade and is constantly
changing and improving to adapt to advancements made to the individual search engines. By
utilizing the SEO Tool Set® and a step-by-step iterative process to improve a web site, we have
seen our clients' rankings improve time and again. Many do-it-yourselfers have also implemented
our Search Engine Optimization suggestions and seen similar results.

If you are interested in learning or have been involved with SEO for awhile, our SEO
Methodology is sure to include something useful to you. Be prepared to spend a great while
visiting these pages... and remember to bookmark them because you WILL want to visit often!
Other areas that may interest you are SEO Services, SEO Tools, SEO Training, and specific SEO
Rates.

Pay Per Click (PPC) Methodology:

Our PPC Methodology takes you from keyword selection to account set up and management, to
tracking result and adjusting ads for improved click-thru to measuring ROI. Google, Yahoo! and
MSN are the main focus of our Pay Per Click process. Like search engine optimization, each pay
per click marketing campaign will be different from the next but the methodology allows for
general guidelines to be followed with room for adjustments along the way.

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For improving your own PPC campaign, our PPC Methodology page will give you a wealth of
information on pay per click advertising. If you are currently running or are interested in starting
a PPC campaign but know you don't have time to do this yourself, please visit our PPC
Services page to see if our pay per click management services fit your needs. Need to know what
types of tools you may need to manage your own campaign? Visit our PPC Tools pages. If you
need training or more education on what PPC is, please visit our PPC Training page. If our search
engine marketing services seem like the right fit, your next step would be checking out our PPC
Rates.

Web Analytics Methodology:

Having data to analyze your Web site traffic, conversions, etc. is very important for any site owner
interested in making their site a success. With web analytics, you can understand your visitors,
traffic patterns, search engine marketing campaigns, conversion dynamics and more. This tool can
make it easy to fine tune your website and campaign performance to enhance your internet
marketing strategy which will allow you to maximize your return on investment (ROI).

SEO Web Design Methodology:

Designing a website that will appeal to both the search engines and users is no easy task; however,
our SEO Design Methodology section can it make it easier. We will help you plan your site, using
Web personas to help you identify the needs and goals of your target audience. We'll also take a
look at your competition and analyze how they are meeting their goals to find ways to improve on
their search engine marketing strategy. Learn how to lay the groundwork for your site's design,
focusing on its architecture, navigation options, content decisions and coding. Our goal is to give
you all the search engine optimization information you need so your site can stay on top of the
search engine rankings.

Online Branding Methodology:

Online branding is a broad and comprehensive category, covering everything from the placement
to calculating the return of banner ads, press releases and community identification programs.
Online Branding is not Search Engine Marketing, nor email, but rather the creation and
identification of programs designed to promote a brand as well as generate traffic. If you haven't

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found the answer in any other section of our site, chances are what you're looking for is covered
by online branding.

2.2 OBJECTIVES

 To determine the factor responsible for shift of consumer from traditional marketing to online
marketing.
 To determine the impact of online marketing on consumer behavior.
 To what extent the internet security issues impact consumer purchase decision.
 The main purpose of this research is to recognize the usefulness of digital marketing in the
competitive market.
 To study the impact of digital marketing on consumer purchase.

2.3 RESEARCH METHODOLOGY

Primary data: - internal MIS and Google analytics of an E commerce company.

Secondary data: - Internet, Reports, business magazines.

Sample size: - The sample size is 50 determined as respondents opinion from the customer who
presently purchasing products with a help of digital marketing.

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2.4 HYPOTHESIS

H1: there is a relationship between the consumer purchase decision and the influence of online
advertisement.

H2: there is no relationship between the consumer purchase decision and the influence of online
advertisement.

H3: There is a relationship between the consumer purchase decision and internet security.

H4: there is no relationship between the consumer purchase decision and internet security.

H5: The period of internet usage significantly influence the decision to have the purchase via the
internet.

H6: significantly influence the decision of non-shoppers to purchase by the internet in future

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2.5 LITERATURE REVIEW

Online marketing uses all facets of internet advertising to generate response from the prospected
customers and owing to the wide use of internet in all dimensions of life, the procurement in the
first world countries mainly has been enhanced and now spreading to other countries rapidly. One
theme that has often received wide attention among researchers is the factors that influence
consumers to shop online. This helps in determining the success of emerging online shopping
habits of new breed of consumers.

The current literature on consumer online purchase decisions has mainly concentrated on
identifying the factors that affect the willingness of consumers to engage in internet shopping. In
the domain of consumer behaviour research, there are general models of buying behaviour that
depict the process which consumers use in making a purchase decision. These models are very
important to marketers as they have the ability to explain and predict consumers’ purchase
behaviour. The classic consumer purchase decision-making theory can be characterized as a
continuum extending from routine problem-solving behaviours, through to limited problem
solving behaviours and then towards extensive problem-solving behaviours (Schiff man et al.,
2001)

The traditional framework for analysis of the buyer decision process is a five-step model. Given
the model, the consumer progresses firstly from a state of felt deprivation (problem recognition),
to the search for information on problem solutions. The information gathered provides the basis
for the evaluation of alternatives. The development and comparison of purchase evaluation criteria
result in the actual decision to buy. Finally, post-purchase behavior is critical in the marketing
perspective, as it eventually affects consumers’ perception of satisfaction/dissatisfaction with the
product/service (Wells et al.2000).This classic five stage model comprises the essence of consumer
behavior under most contexts. Nevertheless, the management of marketing issues at each stage in
the virtual environment has to be resolved by individual Internet-marketers. Decision sequences

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will be influenced by the starting point of the consumer, the relevant market structures and the
characteristics of the product in question.

Consumers' attitude towards online shopping is a prominent factor affecting actual buying
behavior Jarvenpaa and Todd (1997) as revised by Lowengart and Tractinsky (2001) proposed a
model of attitudes and buying intention towards Internet purchases in general. The model included
several indicators, belonging to four major categories; the value of the product, the shopping
experience, the quality of service offered by the website and the risk perceptions of Internet retail
shopping. In the research conducted by Vellido et al. (2000), nine factors associated with users'
perception of online shopping were put forward. Among those factors, the risk perception of users
was demonstrated to be the main discriminator between people buying online and people not
buying online.

Other discriminating factors were; control and convenience of the shopping process, affordability
of merchandise, customer service and ease of use of the shopping site. In another study, Jarvenpaa
et al. (2000) tested a model of consumer attitude towards specific web base stores in which
perceptions of the store's reputation and size were assumed to affect consumer trust of the retailer.
The level of trust was positively related to the attitude towards the store and is inversely related to
the perception of the risks involved in buying from that store. Jarvenpaa et al. (2000) concluded
that the attitude and the risk perception affected the consumer's intention to buy from the store.
Consumers’ perceived risks associated with online shopping have a critical effect on their decision
making.

In addition to the impact of trust and perceived risks associated with online shopping, enjoyment
of the online shopping experience is also an important determinant of retaining online shoppers.
(Cheung et al 2005). Many online purchasers have been said to ascertain that they would not shop
on a particular website next time if they had an unpleasant experience with it. On the web, shopping
enjoyment is positively and significantly related both to attitudes and intentions toward shopping
on the web (Chaffey et al, 2012). Online shopping is, however, a different experience from
shopping in a physical retail store. One major point of difference deals with store atmospherics.
As flow experience occurs during network navigation, an issue Online-marketers must consider is
whether consumers’ skills are competent to meet the challenges of the virtual environment.
Therefore, the best-designed information package will generate a competitive advantage.

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Information technology provides online consumers with tremendous access to information about
products and services from anywhere in the world and from different sources other than solely
from the product seller. The combination of less time available for shopping, limited information-
processing capability and the explosive amount of information on the web has, however, led
customers to demand more control, less effort and greater efficiency during shopping (Belch et al,
2012). In order to respond to the customers’ desire for control and convenience, web stores have
to design an efficient system to enable consumers easily find what they need, learn more about it
and quickly make a purchase decision (Chaffey and Smith, 2008).

Design characteristics of a web page were found to affect consumers’ online buying decision.
Belch and Belch (2012) found that homepage presentation is a major antecedent of customer
satisfaction. The other antecedents; such as logical support, technological characteristics,
information characteristics and product characteristics; are also predictive factors to satisfaction.
Chaffey and Ellis-Chadwick (2012) investigated the factors which make commercial web pages
popular. They found that a high daily hit-rate is strongly influenced by the number of updates made
to the website in the preceding three month period. The number of links to other websites was also
found to attract visitor traffic. Providing a feedback section for customers will lead to higher sales.

In Koufaris et al. (2002)’s research, it was proposed that two types of information; non-value added
and value-added; should be used by search mechanisms in web-based stores. Smith and Wheeler
(2002) also found that the existence of value-added information at a commercial website can be
an important incentive for people to shop online, and provides a key source of diversity. The
explosive growth in usage of the Internet provides a great number of potential consumers to E-
marketers. Whether or not marketers can convert their potential customers

In Koufaris et al. (2002)’s research, it was proposed that two types of information; non-value added
and value-added; should be used by search mechanisms in web-based stores. Smith and Wheeler
(2002) also found that the existence of value-added information at a commercial website can be
an important incentive for people to shop online, and provides a key source of diversity. The
explosive growth in usage of the Internet provides a great number of potential consumers to E-
marketers. Whether or not marketers can convert their potential customers into real ones and retain

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them depends, to a very large extent, on the service they offer and on the perceived customer
satisfaction of consumers (Luarn and Lin 2003).

The concept of customer satisfaction occupies a central position in marketing theory and practice.
Many researchers have found the quality of web retailing sites as a dominant antecedent of
customer satisfaction within the online shopping environment. Assuming web design as an
important issue in web shopping, Wolfinbarger and Gilly (2002) developed a four-dimensional
scale; that included website design, Reliability/fulfillment, customer service and privacy/security
to measure the quality of an online retailing site. They found that website design quality was an
important issue in customer satisfaction. This scale was tested and validated, and they
recommended its use in any further study dealing with the measurement of online quality. Lohse
et al (2000) attempted using a Psychographic based study to provide an understanding.

Lohse et al (2000) attempted using a Psychographic based study to provide an understanding of


the characteristics of users various lifestyles that lead to online buying behavior. The survey
revealed that the very important factors in predicting online buying behavior include:

i) Looking for product information online,

ii) Leading a “wired lifestyle"- this is when consumers spend relatively large amount of t heir time
online, and when

iii) Recently ordering from a catalog.

Reasons why consumers choose the online channel includes: 24-hour shopping convenience; the
ease to compare prices; free shipping offers; no crowds like in mall/traditional stores; more
convenient to shop online; easier to find items online than in stores; better variety online; no sales
tax; direct shipping to gift recipients and the ease to compare products. Others are trusted seller
status; No tax; online coupon availability; Return policy and Customer loyalty/rewards program.
The fact remains that firms of all sizes and from all industries have invested in Internet applications
and try to establish a net presence since people increasingly use the Internet to check out company
or product information. The Nigerian firms have not lagged behind in this but whether the success
rate is worthy of the budget expended on the web facilities remains a source of concern.

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3.1 QUESTIONNAIRE

Q1 Qualification?

o SSC

o HSC

o UG

o PG

o Others

Q2 profession?

o Student

o Service

o Business

o Professional

o House wife

Q3 Monthly income?

o Less than 20000

o 20000-40000

o 40000-60000

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o 60000-80000

o 100000 and above

Q4 Where do you mostly use the internet?

o At home

o At work

o Other

Q5 What is your main purpose for using internet?

o Shopping

o Work

o Education

o Entertainment

o Other

Q6 How many hours do you spend on internet?

o <1 hr.

o >1 hr.

o 2 hrs. and above

Q7 Do you shop online?

o Yes

o No

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Q8 How often do you shop online?

o Frequently (once a week)

o Regularly (at least once a month)

o Rarely (once in a year)

o According to the need

o Never

Q9 Select the source which you use for gathering information about the various product?

o Search engine (e.g. Google yahoo)

o Product catalogs

o Product reviews in the print media

o Advertisement

o Company website

o Others

Q10 Select the payment mode normally adopted by you in online shopping?

o Credit card

o Debit card

o Net banking

o Cash on delivery

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Q11 what do you buy on internet?

o Books

o Electronic goods

o Airline reservation/Railway ticket booking?

o Garments

o Grocery

o Cosmetics

o Other

Q12 What is your Perception about the risk in online shopping?

o No possibility for touch or feel actual quality

o Fear of misuse of credit card

o Fear of time delivery after payment

o Doubt about the performance of the product as expected

o Fear that the delivered product would not match those prescribe on the website

o Other

Q13 In general what do you feel about the online merchants?

Answer --------------------------

Q14 If you do not purchase online please specify the reason?

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Answer--------------------------

3.2 DATA ANALYSIS AND INTERPRETATION

Q1 Qualification?

• S.S.C

• H.S.C

• UG

• PG

• OTHERS

Table:

Option Respondent Percentage


SSC 11 20.50%
HSC 6 10.30%
UG 8 12.80%
PG 17 43.60%
OTHERS 8 12.80%

Pie Diagram:

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Interpretation: As per the collected data for this project the qualification of online consumer are as
follows: 44% post graduate, 20.5% SSC, 10.3% HSC 12.8% under graduate, 12.8% other.

Q 2 Profession?

• Student

• Service

• Business

• Professional

• Housewife

Table:

Option Respondent Percentage


Student 19 41.90%
Service 6 11.60%
Business 6 11.60%
Profession 9 14.00%
Housewife 10 20.90%

Pie Diagram:

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Interpretation: Collected data represent profession of online customer as, 41% student,
21% house wife ,14% professional, 12% business,12% service.

Q3 Monthly income?

• Less than 20000

• 20000-40000

• 40000-60000

• 60000-80000

• 100000-above

Table:

Option Respondent Percentage


Less than 20000 23 61.80%
20000-40000 9 20.60%
40000-60000 8 10.00%
60000-80000 7 8.80%
100000-above 3 2.00%

Diagram:

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Interpretation: presented graph represent income of the people as, >20K 61.8%, 20K-40K 20.6%,
40K-60K 10%, 60K-80K 8.8%, 100000 lac and above 2%.

Q4 Where do you mostly use the internet?

• At home

• At work

• Others

Option Respondent Percentage


At home 34 69.80%
At Work 9 16.30%
Others 7 14.00%

Pie Diagram:

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Interpretation: As per the collected data 70% of the people use internet at home, 16% of the people
at work, 14% of the people at other place.

Q5 What is your main purpose for using internet?

• Shopping

• Work

• Education

• Entertainment

• Other

Table:

Option Respondent Percentage


Shopping 4 7.00%

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Work 10 18.60%
Education 6 11.60%
Entertainment 23 48.80%
Other 7 14.00%
Diagram:

Interpretation: As per presented graph 48.8% of people use internet for entertainment
purpose.18.6% of people use internet for their work, 11.6% of people use internet for
education ,7% of people use internet for shopping ,14% of the people use internet for other
purpose.

Q6 How many hours do you spend on the internet per day?

• <1hr

• >1hr

• 2hr and above

Table:

Option Respondent Percentage


<1hr 16.70%
>1hr 11.90%
2hr and above 71.40%

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Diagram:

Interpretation: As per the collected data 70% of people use internet for more than two
hours .16.7% of people use internet for more than one hours and11.9% of people use
internet for less than one hour.

Q7 How much influence do you feel online advertisement have over your buying behavior?

• Large influence

• Medium influence

• Not sure

Table:

Option Respondent Percentage


Large Influence 12 23.80%
Medium Influence 18 35.70%

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Not Sure 20 40.50%

Diagram:

Interpretation: As per the collected data online advertisement have medium influence on
purchasing behavior of consumer as diagram show, large influence 23.8%, Medium influence
35.7%, not sure 40.5%.

Q8 Do you shop online?

• Yes

• No

. Table:

Option Respondent Percentage


Yes 42 88.40%
No 8 11.60%

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Pie Diagram:

Interpretation: As per the collected data almost 88.40% of people shop online due to easy access
of internet and smart phone. Because online shopping method is more convenient than traditional
method. And 11.60% of people do not shop online due to not access of internet or may be to some
other reason.

Q9 How often do you shop online?

• Frequently (once a week)

• Regularly (At least once in a month)

• Occasionally (once in 2-4 month)

• Rarely (once in a year)

• According to the need

• Never

Table:

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Option Respondent Percentage
Frequently 1 1.00%
Regularly 7 14.00%
Occasionally 13 27.00%
Rarely 7 14.00%
According to the need 18 37.20%
Never 4 7.00%
Pie Diagram:

Interpretation: As per presented graph 33% of people shop online according to


their need 27.9% of people shop occasionally, 14% of people shop regularly, 14%
of people shop rarely, 7% of people never shop online because of some risk factor.

Q10 select the source which you use for gathering information about the various product?

• Search engine (e.g. yahoo ,google)

• Product catalogs

• Review in the print media

• Advertisement

• Company website

• others

Table:

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Option Respondent Percentage
Search engine 28 61.90%
Product catalogs 10 21.40%
Review in the print media 16 19.00%
Advertisement 14 38.10%
Company website 13 28.60%
Others 12 26.20%
Diagram:

Interpretation: As per the collected data people gather information of the various product from the
source as, 61.9% from search engine, 21.4% from product catalogs, 19% from the product reviews,
38.1% from advertisement, 28.6% from the company website, and 26.2% from the other source.

Q11 select the payment mode normally adopted by you in online shopping?

• Credit card

• Debit card

• Net banking

• Cash on delivery

Table:

Option Respondent Percentage


Credit Card 5 7.00%
Debit Card 14 22.00%

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Net Banking 2 3.00%
Cash on Delivery 29 68.30%

Pie Diagram:

Credit card Debit card


Net banking Cash on delivery
12%

15%

68%
5%

Interpretation: As per the collected data 68% of people use to make payment at the time of delivery
as they feel its safe mode of payment. 15% of people use debit card, 5% people use net banking,
and 12% people use credit card for making payment.

Q12 What do you buy on internet?

• Books

• Electronic Goods

• Garments

• Grocery

• Cosmetics

• Other

Table:

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Option Respondent Percentage
Books 4 9.50%
Electronic Goods 24 57.10%
Garment 19 35.70%
Grocery 18 45.20%
Cosmetics 9 21.40%
Other 16 38.10%
Diagram:

Interpretation: Collected data represent that 57.1% of use to buy electronic goods as the people
get electronic goods in better price and condition ,45.2%of people buy Garments ,42.9% of people
buy Grocery,21.4% of people buy cosmetics 38.1% of people buy other item.

Q13 Why do you prefer online shopping?

• Convenience

• Better price

• More variety

• Discreet purchase easier

• Easy return/Refund policy

• Other

Table:

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Option Respondent Percentage
Convenience 27 67.80%
Better Price 25 58.10%
More Variety 19 44.20%
Discreet Purchase 10 23.30%
Easy return/refund 19 44.20%
Other 8 18.60%
Diagram:

100
50
0

Interpretation: Collected data represent that 62.8% of people shop online as it is more
convenient to them as there is no need to visit malls and various shop on can get the product on
one click at their door step.58.1%of people shop online due to better price ,44.2%of people shop
online as they find more variety easily ,23.3% discreet purchase easier ,44.2% easy return and
refund policy ,18.6%of people purchase online due to other reason.

Q14 What is your perception about the risk in online shopping?

• No possibility for touch or feel actual quality of product

• Fear of misuse of credit card

• Fear of time delivery after payment

• Fear that the delivered product would not match as prescribe

• Other

Table:

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Option Respondent Percentage
No possibility for touch or feel actual quality of product 27 62.80%

Fear of misuse of credit card 10 23.30%


Fear of time delivery after payment 7 16.30%
Fear that the delivered product would not match as prescribe

Diagram:

Other

Fear of time delivery after…

No possibility for touch or…


0 20 40 60 80
Interpretation: Collected data represent hat 62.8% of people hesitate to buy online as there is no
possibility of touch or feel, 23.3%of people hesitate to buy as there credit card number can be
hacked by the hackers.16.3% of people fear that the product will not delivered on time ,46.5% of
people fear that after delivery product features and performance would not match as
presribe,16.3% of people due to other reason.

Q15 in general what do you feel about the online merchants?

Answer--------.

As per the collected data:

i. The majority of the people that they Never over charged by them .they find product at
much better price and quality as compared to shops and malls.

ii. And some people feel that some time. They overcharged by online merchants.

iii. And many of people says that they get good quality product easily and good quality service
by online merchants.
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iv. And many people says because of online merchants we safe over valuable times .as we can
find Any product easily and we can easily compare the price of any product with Other
online merchants.

Q16 If you do not purchase online please specify the reason?

Answer-----------.

As per collected data there are various reason:

i. some people hesitate to buy Online .They think that the product which are sold online are
duplicate/first copy that I s why they sale at lower price.

ii. And some of them think that the product they get Online is of cheap quality as compare to
the quality they get in store.

iii. Some of them think it’s very difficult to go step by step to order their product Online such
as creating an account or logging in.

iv. And some people do not shop online as they love to go outside and travelling for their
shopping and negotiate the price of the product.

v. AS price negotiation is not easily possible in online shopping .and some people want to try
and feel the product quality before making purchase.

3.3 CONCLUSION

In the past, consumers had sufficient time to visit shopping centers, searching for various products.
Many consumers prefer bargaining and decide the purchases after physical examination of the
commodities. The entire process can range from a few hours to weeks depending on the product,
quantity, quality and source of purchase. Today there is radical change in the entire scenario.
Everything in today’s world is Internet oriented like Electronic Data Interchange, E-Mail, E-
Business and E-Commerce.

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E-Commerce is exchange of information using network-based technologies. In the present high
cost situation, e-Commerce can be used as a competitive strategy. It successfully includes the
entire online process of developing, marketing, selling, delivering, servicing and paying for
products and services.

Online shopping is a vast growing technology. If it is properly utilized with assured safety and
security for the transactions, it will thrive into a highly competitive and dynamic environment.

Coimbatore city population is highly tech savvy and the city is dotted with the firms of many
successful entrepreneurs. Hinterland has many industries, estates, corporate hospitals and good
number of engineering colleges. In future, online shopping is bound to grow in a big way, given
the growing youth population.

3.4 REFERENCE

 Forrester Research Inc. (2004). U.S Online Retail Sales will Grow 57% by 2018; Projected
Growth; Available at https://www.internetretailer.com/moblie/2014/05/12/us-onlineretail-
sales-will-grow-57-2018Assessed 15/08/2015
 Husain R. and Adamu A.(2014); The Impact of Social Media on Virtual marketing in society;
Scholarly Journal of Mathematics and Computer Science; Vol.3(1) p6-9

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 Jarvenpaa S.L et al. (2000); Consumer Trust in an Internet Store; Information technology and
Management; Vol.1 No.1 p45-71
 Joines J.L et al. (2003); Exploring Motivation for Consumer Web Use and their Implications
for E-commerce; Journal of Consumer Marketing; Vol.20 No.2 p90-108
 Koufaris M. et al. (2002); Consumer Behavior in Web-based Commerce: An Empirical
Study;International Journal of Electronic Commerce; Vol.6 No.2 p115-38
 Laudon K.C and Traver C.G. (2013); E-commerce, Business Technology Society; 9th end.
Pearson Education Limited, Edinburgh Gate, Harlow, England.

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