SakshiConsumer Privacy Breach

A STUDY ON CONSUMER PRIVACY BREACH
IN TERMS OF REMARKETING
Dissertation Project
Submitted to
Ms. Alka Gupta, Dr. Sunita Konwar,
Dr. Preeti Goel & Mr. Varun Duggal
School of Business
Pearl Academy
In fulfillment of the
B.A. (Hons.) Degree in Fashion Marketing and Retail
Management
Submitted by
Sakshi Gupta
DFMRM40476 (2014-2018)
Submitted- 2018
DECLARATION
I hereby declare that the research paper titled ‘A Study On Consumer Privacy Breach
In Terms Of Remarketing’ is based on actual and original work carried out by me. Any
reference to work done by any other person or institution or any material obtained
from other sources have been duly cited and referenced. I further certify that the
research paper has not been published or submitted for publication anywhere else nor
it will be send for publication in the future.
This report has been compiled and submitted in partial fulfillment for the Four Year
Degree in B.A. (Hons.) Fashion Marketing and Retail Management (2014-2018). I assure
that the same has not been submitted to any other university or institute for award of
any degree or diploma.
Name – Sakshi Gupta

Date –3rd May 2018
Signature
2 | Page Sakshi Gupta | DFMRM140476

DEDICATION
I dedicate this project to the faculty of Fashion Marketing and Retail Management, who
brought the confidence in me, always motivated me to rise high and trusted on my
caliber. Without them, I wouldn’t have been what I am today. Most importantly, it is my
college Pearl Academy who nurtured and made me as close to being a professional, last
but not the least, this project is also dedicated to my parents who on every step
supported me to perform my best and helped me grow as an individual through all
these four years of my degree.
This dissertation is dedicated to my family and friends. All of them have been a
significantly integral part of this four years long journey through my graduation. They
have constantly supported me to keep learning and growing, and nurtured me to
become a fine professional and a humble individual. All my love, admiration and respect
for them.
Thanks

ACKNOWLEDGEMENT
The thesis was given to me as part of the curriculum in B.A. (Hons) in Fashion
Marketing and Retail Management (FMRM). I have tried my best to present the
information as clearly as possible using the basic terms.
There are many people who contributed to make it a fairly enjoyable process and a
great learning opportunity. I would like to express my gratitude to all those who have
directly or indirectly helped me in the compilation of this dissertation project. There
are, however a few individuals who deserve a special mention.
First and foremost, I would like to express my gratitude towards my teachers for their
tremendous contributions and feedbacks. I would like to take this opportunity to
express my profound gratitude and deep regard to Mr. Alka Gupta for her exemplary
guidance, valuable feedback and constant encouragement throughout the duration of
the project. Her valuable suggestions were of immense help throughout our project
work.
I would like to thank my industry mentors, Ms.Sukhmani Sidhu and Mr. Sachin
Singhal for giving me an opportunity to work with their prestige organisation. Their
perceptive criticism kept me working to deliver this project in a much better way.
Working under the, was an extremely knowledgeable experience for me.
I would like to thank Dr. Sunita Konwar for guiding me in the area of research methods
and, for assisting me in the process of referencing. I shall also take this opportunity to
thank Mr. Varun Duggal, for imparting knowledge about statistical analysis.
A special thanks to all the respondents who gave their valuable time in filling
questionnaires and to all the industry experts who gave their views and gave their
precious time for interviews. Without the expert input, support and cooperation of all
the above-mentioned people, this project wouldn’t have commenced and acquired the
standard of work that it presently has.
I would also like to show my appreciation to my family and friends who motivated me
continuously and encouraged me to make this project see the light of the day. They have
been there like a backbone and supported me at each step.

EXECUTIVE SUMMARY
With world’s leading companies like Equifax, Uber and Yahoo being subjected to privacy
breach, the consumer and their private data is at risk. A consumer enforces all it’s trust
in a brand but the current scenario puts an end to a crucial question-‘Are companies
involved in data breach?’
Every brand wants to generate revenue and therefore they rely on unethical practices
such as compromising on a consumer’s private data. When companies like eBay, Sony
and Adobe were sacrificed by a group of hackers, information such as credit card
records, home address, phone number, email address was procured by these intruders.
When it comes to netizens, they are exposed to a flood of opportunities but with these
possibilities, they are also exposed to numerous security and privacy threats. One might
wonder that providing our personal information to a brand is time-saving, but it comes
with it own set of disadvantages. Once a consumer provides his information on any
digital platform, they should be ready to face a plethora of advertisements and spam
calls. To put an end to this era of security breach, the consumers should demand for
highly-secured systems to be incorporated in a company’s database.
Ever since a consumer connects to the internet and writes a few search phrases in
Google, he is under a company’s radar. And there on, his every move is carefully traced
and captured. This process comes to an end with the company bombarding the
consumer with untimed advertisements, spam emails, numerous calls and beeping
SMS’s.
For the execution of this project, first of all, I understood the realms of digital marketing,
then after understanding the industry, I understood the various concepts of digital
marketing and the current trends in digital marketing by working with NDTV
Bandbaajaa. Once that was done, I delved deeper into understanding how these digital
marketing tactics are influencing consumer privacy.The extent of consumer privacy
breach with regard to digital marketing is based on expert interviews, group
discussions with industry experts and consumer behaviour prevailing in the market.
A brand should follow transparency and ensure support to their consumers. If a

consumer is trusting these game changers, then they should take various security
measures to secure their customer’s data. The project evaluates the extent to which
companies are using this valuable data to promote their products and services.

TABLE OF CONTENTS
Declaration 2
Dedication 3
Acknowledgement 4
Executive Summary 5
Table of Contents 6-9
List of Charts 10
List of Tables 11-12
List of Graphs 13
Abstract 14
CHAPTER 1 – INTRODUCTION 15-20

1.1 Online Data Privacy Concerns 15-16
1.2 Research Rationale 16-17
1.3 Research Significance 17
1.4 Research Objectives 17-18
1.5 Research Methodology 18
1.6 Research Outline 18-19
1.7 Research Limitation 19
1.8 Expected Outcomes 19-20
CHAPTER 2 – LITERATURE REVIEW 21-61

2.1 Digital Marketing 21-33
2.1.1 Digital Marketing: Definition 22
2.1.2 Types of Digital Marketing Activities 22-26
2.1.2.1 Website 23
2.1.2.2 Content Marketing 23
2.1.2.3 Social Media 24
2.1.2.4 SEO/SEM 24
2.1.2.5 Remarketing 25

2.1.2.6 Email and SMS Marketing 25-26
2.1.3 Importance of Digital Marketing Activities 26-27
2.1.4 Remarketing- A Personalised Approach 27
2.1.4.1 Need for Remarketing 27-28
2.1.4.2 Types of Remarketing 28-31
2.1.4.3 Current Scenario of Remarketing 31-33
2.2 CONSUMER PRIVACY 33-41

2.2.1 Importance of Consumer Privacy 34-35
2.2.2 Global Policies To Protect Consumer Privacy 35-37
2.2.3 Indian Policies To Protect Consumer Privacy 38-39
2.2.4 Other Legal Aids Related To Consumer Privacy 39-41
2.3 CONSUMER PRIVACY BREACH : A GROWING PARADIGM 41-53

2.3.1 Implications of Consumer Privacy Breach 42-45
2.2.1 Global Scenario of data breaching activities 45-47
2.2.1.1 Right to Privacy vs. Aadhaar, 2016 47-49
2.2.1.2 Facebook Fiasco 50-51
2.2.2 Tools to protect Consumer Privacy 52-53
2.4 CASE STUDY: NDTV BANDBAAJAA 54-58

2.4.1 About NDTV Bandbaajaa.com 54-55
2.4.2 Implications of Privacy Breach Activities by NDTV Bandbaajaa 55-56
2.4.3 Response To Remarketing Activities By NDTV Bandbaajaa 56-58
2.5 CONSUMER BEHAVIOUR 58-61

2.5.1 Consumer Behaviour: Definition 58
2.5.2 Consumer Perception of Privacy Breach 58-59
2.5.3 Consumer’s Buying Behaviour In Terms Of Remarketing 59-61

CHAPTER 3 - RESEARCH METHODOLOGY 62-69
3.1 Research Methodology 62
3.2 Research Aim 62
3.3 Research Objectives 62-63
3.4 Research Model 63
3.5 Research Design 64
3.6 Research and Sampling Plan 65-69
3.6.1 Research Plan for Research Objective 1 65-66
3. 6.1.1 Sampling Plan for Research Objective 1 65
3.6.2 Research Plan for Research Objective 3 66-67
3.6.2.2 Sampling Detail 67
3.6.3 Research Plan for Research Objective 4 68
3.6.7 Limitations 68-69
CHAPTER 4 – FINDINGS AND ANALYSIS 70-85

4.1 Analysis for Research Objective 1 70-73
4.1.1 Remarketing 70-71
4.1.2 Importance of Remarketing 71-72
4.1.3 Current Scenario of Remarketing 72-73
4.2.1 Consumer Privacy 74
4.2.2 Consumer Privacy Breach In terms of Remarketing 74-75
4.2.3 Future Prospects 75-76
4.3.1 Pilot Study 77-79
4.3.2 Data Analysis 79-85
4.3.2.1 Questionnaire Analysis 79-85

CHAPTER 5 – SUMMARY AND CONCLUSION 86-89
5.1 Conclusion 86-87
5.1.1 Research Objective 1- To gain an in-depth understanding of the
term ‘remarketin’g and it’s implications. 86
5.1.2 Research Objective 2- To explore the issue of consumer privacy

breach in terms of remarketing 86-87
5.1.3 Research Objective 3- To analyze consumer buying behaviour in

87
terms of remarketing
5.2 Recommendations 87-89
REFERENCING 90-99
ANNEXURE 100-111
Annexure 1: Questionnaire 100-102
Annexure 2: Expert Interview 103-104
Annexure 3: Work Log for NDTV Bandbaajaa 105-108
Annexure 4: Paper Presentation At International Conference On
109-110
Technology For Education, Training And Business
Annexure 5: Infographic 111
LIST OF CHARTS
Chart No. Page No.
Chart 1: The Vicious Circle Of Consumer Privacy Breach 16
Chart 2: Research Methodology 18
Chart 3: Literature Review Flowchart 21
Chart 4: Digital Marketing Strategies Covered 23
Chart 5: Types Of Remarketing 29
Chart 6: Global Policies To Protect Consumer Privacy 35
Chart 7: Tools to Protect Online Consumer Privacy 52
Chart 8: Research Model 63
Chart 9: Sources of Secondary Data 64
Chart 10: Research Planning for RO1 and RO2 65
Chart 11: Research Planning for RO3 66
Chart 12: Research Planning for RO4 68

LIST OF TABLES
Table No. Page No.
Table 1: Expert Interview on Remarketing 71
Table 2: Expert Interview on Remarketing Platforms 71
Table 3: Expert Interview on Purpose of Remarketing 72

Table 4: Expert Interview on Improvement of Remarketing
Activities 73
Table 5: Expert Interview on Alternatives of Remarketing 73
Table 6: Expert Interview on Information Usage 74
Table 7: Expert Interview on Awareness about Data Usage 75
Table 8: Expert Interview on Measures To Protect Data 75
Table 9: Expert Interview on Ad Blockers Usage 76
Table 10: Expert Interview on Privacy Concerns 76

Table 11: Frequency Of Consumers who are willing to buy
from remarketing ads 79
Table 12: Frequency Of irritation due to remarketing ads 79
Table 13: Correlation Test On H1 80
Table 14: Frequency Of remarketing ads seen 80
Table 15: Frequency of users who have stopped buying 81

Table 16: Means of buying behavior and remarketing ads
seen 81
Table 17: Anova Test on H2 81
Table 18: Frequency of effect of remarketing ads 82

Table 19: Frequency of users who are happy to provide
their information 83
Table 20: Frequency of users who want to delete their data
online 83

LIST OF GRAPHS
Graph No. Page No.

Graph 1: Consumer’s Relationship With Marketers In Terms Of
Their Privacy 15
Graph 2: Awareness about HTTP Cookies 43
Graph 3: Impact On Purchasing After Seeing Personalised Ads 46
Graph 4: Reasons For Cart Abandonments 60
Graph 5: Reasons For Installing Ad Blockers 61
Graph 6: Awareness of Remarketing Ads 77
Graph 7: Effect of Remarketing Ads on Buying Decision 78
Graph 8: Reasons For Not Buying Products 78
Graph 9: Impact Of Ads That Appear On Every Device 78
Graph 10: Invasion Of Privacy By Remarketing Ads 79
Graph 11: Consumers willing to buy from remarketing ads 79
Graph 12: Irritation due to remarketing Ads 79
Graph 13: Users Who See Remarketing Ads 80

Graph 14: Users who have stopped visiting websites that use
their personal information 81
Graph 15: Effect of remarketing ads 82

Graph 16: Users who are happy to provide their information
online 83
Graph 17: Users who want to delete their data online 84

ABSTRACT
Title- A Study On Consumer Privacy Breach In Terms Of Remarketing
Author- Sakshi Gupta
Objective- Ever since a consumer connects to the internet and writes a few search
phrases in Google, he is under the company’s radar. And there on, his every move is
carefully traced and captured. This process comes to an end with the company
bombarding the consumer with untimed advertisements, spam emails, numerous
calls and beeping SMS’s. Remarketing proved to be an effective method, but with
the growth of ad blocking software, ‘Do not Call’ and ‘Do not Track’ plug ins,
effectiveness of remarking is declining. While advertisers think it increases sales
and leads to conversions, it has also increased privacy related concerns for
consumers. This has also stopped many consumers from shopping from these ad -
bombarding companies.
The research aims to gain an in-depth understanding of consumer privacy and its
implications. After thorough understanding of this aspect, the research further
outlines the meaning of remarketing and the need for such practice by marketers
and advertisers. The research also briefs the reader about the various ways
remarketing activities are carried out. Moving forward, a comprehensive study on
consumer’s perceptions of remarketing has been covered. The research throws
limelight on the current scenario of remarketing and how it will be shaped in t he
near future.
Design/Methodology/Approach-The present research paper is conceptualized and is

based on Primary and secondary data collected from various resources like online
surveys, questionnaire, interviews, books, newspapers, management journals and
internet. Many researchers and practitioners in the field of e-commerce and M-
commerce are working in this direction because the data suggests that w ith
world’s leading companies like Equifax, Uber and Yahoo being subjected to privacy
breach, the consumer and their private data is at risk.
Findings-This paper tries to find out various issues related to consumer privacy and
implications of privacy breach in e-commerce industry, also, understanding consumer buying
behavior with respect to remarketing activities. It will be done with the help of Primary and
secondary data collection.
Practical Implications-The purpose of the research is to gain thorough

understanding of the consumer privacy breach and to understand the need for such
practices by marketers. It would help in analyzing consumer’s perception of such
activities and their reaction to such implications. The research would help
academically and would help in suggesting various parameters to replace the current
privacy breach marketing activities. This paper can inspire-marketer, digital
marketing firms and allied agencies and experts in this field for bringing certain
changes in their existing marketing and promotional strategies for better financial
future.

CHAPTER 1 - INTRODUCTION
The purpose of this chapter is to give a brief introduction to this research as well as background
study. It aims at giving an outline of digital marketing activities and how companies are using
these activities to approach their consumers. This involves evaluating the extent to which the
company’s are putting there consumer’s private data at risk. This section includes a brief on
research approach and limitations of the research. The chapter also includes research background,
research rationale and significance of the topic researched.
1.1 ONLINE DATA PRIVACY CONCERNS
“This is the age of mobility and there is substantial change in the way people access the
internet. There is an intrinsic expectation that data be protected." – Pavan Duggal,
Supreme Court Advocate.
An uprise in the usage of internet and with the advent of e-commerce, the consumer
privacy is at more risk than ever. In this age of digital era, Indian consumers are finding
it difficult to completely shift to online mediums due to the risk of privacy breach
(Sharma, 2017). Internet giants like Whatsapp and Facebook declared that they will
start sharing user data. If the top companies are found violating consumer’s personal
data for their own commercial means, a consumer’s trust is bound to be hampered
(Ayyar & Chitral, 2017).
Graph 1: Consumer’s relationship with marketers in terms of their privacy

Source: Altimeter, 2015
A research conducted by Altimeter (2015) revealed that consumers have low trust
when asked, how much they trust companies use their data. In comparison to this,
around 47% consumers want to understand how their personal data is being used by
companies. Out of this 47% only 25 % respondents have high knowledge about how
their data is being used by companies. Majority of the consumers have low knowledge
in terms of data acquisition and data usage techniques.

There is a need to aware consumers as even the current government laws do not cover
much about consumer privacy (Rustagi, 2014). There have been talks about a Privacy
(Protection) Bill since 2013 but not much has been done in this field to safeguard
consumer interests and their privacy (Ayyar & Chitral, 2017). Even once the bill is
passed, very vague information will be provided about ‘personal information” and “data
controller” (Awasthi, 2017). The DSCI also expressed his views on today’s data privacy
issue- “If there is change of purpose, it must be notified to the individual. After use in
identified purpose, data should be destroyed" (Ayyar & Chitral, 2017).
Amidst all the chaos, marketers are taking advantage of this aspect and breaching
consumer privacy breach more than ever. There needs to be a bridge between privacy
and marketing. A consumer is bound to share information for their convenience and
personalized service. But the ball is in the marketer’s court when it comes to protecting
personal and sensitive data.
1.2 RESEARCH RATIONALE
According to the Consumer Protection Act, 1986, in India, a consumer is a broad label
for any person who buys goods or services with the intent of using them for non-
commercial purposes. In the typical sense, when people think of themselves as being
consumers, they think about transactions with a vendor through a physical exchange of
money in a store or through an online exchange for a product or service. Certain
services that consumers use put an extraordinary amount of sensitive personal
information into the hands of vendors and there is no set way to control the amount
data that will be shared. From phone number, home address, IP Address, bank details,
security number, browsing activities, every trace of a consumer on the Internet can be
collected and used by the companies for their own means.
Chart 1: The vicious circle of consumer privacy breach

Source: Self-curated
KPMG International (2016) concluded in their report that 55 percent of global

consumers have stopped buying something online sue to privacy concerns. The
consumer is bound to provide their personal information like name, address, phone
number, email address, bank details (in case of payments). Talking about Indian
government, there are no set laws to prevent breach of this personal information. Also,

there is weak implementation of laws that cover a bit about safeguarding consumer
privacy. Taking advantage of this situation, the marketers use this data to create a
customer profile which defines how these customers will be targeted. These targeted
advertisements are shot at these information-providers whether they visit another
website, scroll through social media handles, go through their emails, play games on the
mobile phone, in other words, every platform possible. Even though there is a certain
percentage of consumers who see these advertisements and ignore them, there is
another set of consumers who get annoyed with the same banner popping at hundred
different places. This in turn, reverses the whole process of sales-generation and
personalization and results in loss of a loyal or a potential consumer.
This research was undertaken to understand the growing paradigm of consumer

privacy breach and the extent of this breach. The research will examine the present
legal state of consumer privacy in India and how marketers are taking advantage of this
legal state by involving in activities that lead to privacy breach. The research aims to
provide marketers with a better solution to target than indulging in such unethical
practices. seek to understand the gap between policy and implementation of policy. In
doing so, it will look at what are the existing avenues for protection of consumer privacy
in India and the success of these resources.
1.3 RESEARCH SIGNIFICANCE
This research aims to explore the existing scenario of consumer privacy breach. With
this research, I want to point out provide a viable solution to marketers to attract
customers rather than breaching their consumer’s privacy for better targeting. For any
individual, personal data, whether that is sensitive information, is very important and
with the era of digitalization and personalization, safeguarding this data is the foremost
need. Deloitte (2016) conducted a survey with 2000 respondents out of which 81%
respondents feel that they have lost control of their personal data. The present study
outlines ways to target one's product and service better.
1.4 RESEARCH OBJECTIVES
RO1: To gain in-depth understanding of the term ‘Remarketing’ and its implications
RO2: To explore the issue of consumer privacy breach in terms of remarketing
R03: To analyze the impact of remarketing on consumer buying behaviour
H1: Showing the same remarketing ad repeatedly (more than 10 times) has a negative
effect on consumers
H2: Consumers have stopped buying from websites that use their personal information to
show them ads.
RO4: To suggest measures to improve remarketing and to eliminate consumer privacy
breach

Figure: Research Objectives
1.5 RESEARCH METHODOLOGY

The present research paper is conceptualized and is based on primary and secondary
data collected from various resources like online surveys, questionnaire, interviews,
books, newspapers, management journals and internet. Many researchers and
practitioners in the field of e-commerce and M-commerce are working in this direction
because the data suggests that with world’s leading companies like Equifax, Uber and
Yahoo being subjected to privacy breach, the consumer and their private data is at risk.
Chart 2: Research Methodology

1.6 RESEARCH OUTLINE
This is the background study done to suggest alternatives to the current marketing
activities that led to a breach of consumer privacy. The sections incorporated in the
project have been summarised in a sequential order below-

Chapter 1- Introduction
A outline of the entire research covering aspects like background study, research
rationale, significance, aim, objectives, research methodology, limitations and expected
outcomes.
Chapter 2 – Literature Review

An in-depth study of the main concepts in the research like consumer privacy,
consumer privacy breach and its implications, customer and market overview, the need
for such practices for marketers, and future developments related to consumer privacy
breach.
Chapter 3 – Research Methodology

An explanation of the research process indicating the research design adopted and
details of the research tools implemented to conduct the same.
Chapter 4 – Findings and Analysis

The chapter involves the key discoveries of the research and evaluation of the findings
based on the secondary and primary data collected. The section also covers
investigating and fulfilling the research objectives.
Chapter 5 – Conclusion and Recommendations

This chapter includes providing suggestions based on the acquired primary and
secondary data. The recommendations will be in sync with the final research objective
of proving with marketing alternatives that do not lead to consumer privacy breach.
1.7 RESEARCH LIMITATION
Although the research is carefully prepared, there were certain limitations involved.
These limitations mainly surround the nature of research sample and research
information. Firstly, the research was carried out in a limited time therefore limiting the
amount of information that could be researched. Secondly, since the questionnaire was
filled by students, the research analysis might differ a little due to their non-serious
behavior related to surveys. There were certain confinements within which the
research was conducted. These confinements include limited sample size and limited
information access. There is less information available about the various laws that
prevail in india and are related to consumer privacy. This confinement can also be
defined as an advantage to the project as it establishes why consumer privacy breach in
india is at its peak today. Also, there is no authentic government body that does
category specific detailed customer research as happens in west.
1.8 EXPECTED OUTCOMES
The purpose of the research is to gain thorough understanding of the consumer privacy
breach and to understand the need for such practices by marketers. It would help in
analyzing consumer’s perception of such activities and their reaction to such
implications. The research would help academically and would help in suggesting
various parameters to replace the current privacy breach marketing activities.

SUMMARY: The above chapter is an overview of this dissertation, which includes the
research background, objectives and rationale. Methodology and research outline have
also been analysed. In the next chapter, a detailed literature review is presented which
looks into the crucial concepts of the study.

CHAPTER 2 – LITERATURE REVIEW
The first section of this chapter gives in-depth information about what is consumer privacy breach,
importance of maintaining consumer privacy and the various types of privacy breach that occur.
Moving further, the chapter outlines how such breaches benefit the marketers and do they carry
out such breaches. The chapter also underlines the extensiveness of this business. The global and
Indian scenario is also discussed making it more comprehensive.
Chart 3: Literature Review Flowchart


2.1 DIGITAL MARKETING
2.1.1 Digital Marketing: Definition
When it comes to marketing, specifically digital marketing there is no set advertising

pattern. In this age of well informed millennia’s, digital marketing has become more of a
dynamic aspect. What works for one brand might not work for the other brand.
Therefore it greatly depends on what is the target audience and how the brand has
positioned themselves. Since the advent of commerce websites and digital mediums, the
world has become small place where everyone is connected to each through some or
the other digital medium. Therefore, it becomes really important to have a digital
presence. When it comes to brands that only have digital presence, conducting rigorous
marketing strategies is of utmost importance.
Source-Think Design, 2017
If these digital mediums are used in the correct manner, then it might do wonders for
the brand. But which marketing strategy to adopt is the challenge in all cases. Should it
be integrated communication marketing, should the brand just do traditional marketing
or should it just focus on digital marketing? Khan and Siddiqui (2014) state that for any
brand to survive focusing just on traditional marketing tactics is not enough. All
marketing activities should be an amalgamation of traditional and digital marketing
strategies. Way back in 1996, this same statement was passed by Parsons, Zeisser and
Waitman as well.
2.1.2 Types of Digital Marketing Strategies
Keeping in mind the digital world, there are various marketing strategies that can be
followed. The objective of the marketing campaign decides what should be the
marketing strategy. Talking about these objectives, they vary from brand to brand. For a
small brand it might be brand building while for a big brand it might be consumer
retention (Landry, 2012). After understanding the basic marketing objectives for the

online medium, digital marketing strategies come into play. These strategies are as
follows-
Chart 4: Digital Marketing Strategies

2.1.2.1 Website
Having a visually appealing website leads to a huge amount of traffic. Along with a
appealing look of the website, UI and UX experience plays an important role. A website
that loads in 3-4 seconds gets more traffic and hence less bounce rate. Your website
should be able to provide an unparalleled experience to the site viewer. Today even the
smallest business firms have online presence and have an appalling website (Kaur,
2017, p.74). In the short run, it might be a money consuming process but in the long
run, its results are enthralling.
2.1.2.2 Content Marketing
Content Marketing is related to website in some or the other way. It is further divided
into blogs, press release, status updates on social media handles, podcasts, infographics
and videos (Tutorials points, 2016, p.7). Content marketing is their in mostly all aspects
of digital marketing and fulfils all requisites and objectives of a marketing strategy. But
only the right content with correct targeting can deliver results (Netmark, 2016, p.9).
Source: Adobe, 2015

2.1.2.3 Social Media
The complexity of so many social media handles might confuse an organisation but the
results it delivers is more effective than any other digital marketing strategy (Netmark,
2016). Wasting time in wondering whether to be on social media or not further leads to
loss in conversions. It is perhaps one of the most important tool for brand building and
brand awareness. Netmark (2016) states that Facebook, Youtube, LinkedIn, Twitter,
Pinterest and Google + are the top 6 six social media handles that companies should not
miss out on. Each of this social media handle can be used for achieving various
objectives (Tutorial Points, 2016). For example, Facebook is more about sharing the
tastes happenings while twitter is more for interacting with consumers and for creating
a strong consumer base (Netmark, 2016)
Source-Tech financials, 2018
2.1.2.4 SEO and SEM
Growing business are now paying attention to the concept of Search Engine
Optimisation (SEO) and Search Engine Marketing (SEM). SEO refers to on which Google
page the website ranks and SEM refers to online advertisements on websites like Google
and Bing (Netmark, 2016, p. 15).
Source: Vtech, 2016

2.1.2.5 Remarketing
If a user visits a website, looks at certain products but does not make a purchase, the
website can place advertisements of those products on various other websites that the
user visits. This is known as remarketing (Adhesion, 2018). Broadly speaking,,
remarketing enables you to convey advertisements that specifically focus on users who
have gone to your site. When those individuals leave your site, regardless of whether
they purchased something or not, they will begin to see your advertisements appear in
important places over the web.
Source: Screenshots from various platforms
2.1.2.6 Email and SMS Marketing
A study conducted by HostPapa, shows that 94% Internet users open emails and
newsletters. With an average open rate of 4%, email marketing is more popular than
ever. From discounts to relevant information, emailers can be used to attract a huge
chunk of consumers. According to mobilephonemarketing.us, SMS are read within four
minutes of their send out time. If the SMS, is well targeted, it delivers effective results. In
an SMS, call-to-actions like website links, email address and phone number perform
better (Doherty, 2014). According to Forbes, 60% of consumers prefer SMS Marketing
over other push-notification services. The main aim of sending out professional SMS’s is
to build customer loyalty by building a strong database of consumers (James, 2015).
SMS’s are the perfect method for telling individuals about any prompt offers, without
using push-message applications. More than illuminating your clients of forthcoming
offers, it can likewise be an extraordinary method to send updates for upcoming events
(Dutta, 2018).

Source: Roophost, 2018
2.1.3 Importance of Digital Marketing Activities
Marketing strategies are often first brainstormed and written as part of an

organization's marketing plan. Most marketing plans include the current or expected
strategies focusing on products, the price points of those products, distribution of the
products, and marketing tools. A marketing plan is also important for developing a
promotional strategy as it helps a business identify its target markets and to set
measurable goals. It is vital to the success of the organization, helps in growth and
positive change in the bottom line (Naureman,2015).
Source: Digital Vidya, 2017

Presenting yourself in front of the consumer is crucial for any brand or organisation. In
some cases, word of mouth has resulted in vast growth but every brand cannot rely on

it to be an overnight success. This is where digital marketing comes into play (Kothiyal,
2017).
Below are the top 5 elements which require a well nurtured digital marketing strategy-
-Understanding the market share and in beating our competitors (Kothiyal, 2017)
-Understanding their customers and to connect with them (Shaw Academy, 2015)
-Increasing visibly and awareness about your brand (Kothiyal, 2017)
-Helps your customer to understand your business better (Chaffey, 2018)
-Helps you in customer retention and customer acquisition (Chaffey, 2018)
2.1.4 Remarketing- A Personalised Approach
Remarketing requires adding a JavaScript code, cookies or web bugs on the website
(Seo.com, 2017). The visitors will have not be aware , whether the website owner has
the code embedded on their website or not (Kilbourn, 2014).
Each time you get a user on your website, your webpage will drop an unknown program
cookie. When these users visit another webpage, your remarketing ads company will
know when to convey an advertisement from your site (Horton, 2017).
Source: Falak, 2017
2.1.4.1 Need for remarketing
A massive 97% of consumers leave the website without making a purchase (Digitrio,
2016). Remarketing is an extremely compelling approach to achieve clients and urge
them to return to your site. Through remarketing, a website can target clients
specifically As these viewers visit a website, it gives the website owner a strong base of
prospects who are keen in his business and are willing to make a purchase, thus making
them potential customer. In this situation, remarketing promotions remind viewers
about the previous websites they have visited, and they might probably go back to the
site to purchase a product (Weintraub, 2016). Daviddraj (2015) writes that according
to a survey a returning visitor will likely to browse more pages and have chance of
purchasing the products.
Connecting your campaign and website to analytics helps in understanding where the
customers are spending time and at what points are they dropping out. Remarketing
helps in gaining an in-depth knowledge of consumer’s behavior. This further helps in
strategizing various changes in the current business structure.

Source: Digitrio, 2016
Marketing strategies empower you to accomplish your expected target goal and to lift
your customer base. Remarketing is a response to accomplish to reach out to target
audience and to increase conversion rates (Iwasaki, 2016). Remarketing will lessen the
need of labor to market products and services continually. It automatically markets
items to viewers based on their interests and likes (Putta, 2015).
Neil Patel (2014) lays out the various objectives for which organizations indulge in
remarketing activities-
1. To gain consumers of competitor brands
2. To gain and to re-engage customers
3. To increase brand awareness
Wishpond (2014) reported that before remarketing, companies only had 8%

conversion rate with their digital marketing activities. After implementing remarketing
advertisements, their conversion rate increased to 26%. Numerous e-carts are
abandoned or forgotten after some time, and more than half of the items added to these
e-carts are removed by the consumer in the process.. When a user visits a website and
leaves without purchasing any item, remarketing reduces the chance of losing a
potential buyer. There could be a broad assortment of reasons for cart abandonment.
Remarketing is a practical choice that empowers a brand to re-engage with potential
clients by targeting them specifically based on their interest and their browsing history
(Bolton, 2016).
2.1.4.2 Types of remarketing
Remarketing is divided into different types to fulfill the various marketing objectives of
the organizations.

Chart 5: Types of Remarketing
(i) Standard Remarketing
This refers to showing ads to users who have visited the site before. These ads will be
shown on other websites that are part of the Google Display Network apps. These ads
are also targeted on the basis of the search terms used in the Google search engine
(Falak, 2017).
Source: Screenshots from various websites
(ii) Dynamic Remarketing
Dynamic remarketing offers a personalized touch as it shows ads based on a user’s

browsing history on the website. It displays ads for products and services that the user
showed interest in while browsing the website. All the items that were left in the cart
are also shown as part of these remarketing advertisements (Flossie, 2017). The ad
reach spreads from online websites to social media platforms to mobile applications.
Besides the product image, these ads also contain the product name, price, discounts
and offers (Abraham, 2015).
Source: Screenshots from various websites

(iii) Email Remarketing
To indulge in email remarketing, a marketer has to upload a list of email addresses on

their remarketing platform. Email remarketing works in two different techniques-
1. Users who visit the website or add items to cart are sent emailers reminding them
about their browsing history.
2. Users who have opened an email from a brand are shown search ads on websites and
social media handles (Falak, 2017).
Source: Screenshot from Promotional Mails
(iv) Remarketing Lists for Search Ads (RLSA)
Remarketing Lists for Search Ads is offered by Google AdWords that enables a marketer
to change the look of the ad campaigns for visitors who have been on the site page
previously. This allows the marketers to tailor their offers and ads to the visitors who
had visited the site before, they started looking on Google. This kind of remarketing
promotions is used for visitors who leave the site and after that go on Google to find
other similar products or services (Falak, 2017).
Source: Screenshot from Google Remarketing ads
(v) Video Remarketing
Video ads refer to videos that are shown to users who have seen a brand’s video or
visited the website. As of now video remarketing is only available for Google search
engine, not for Yahoo and Bing (Falak, 2017). In Youtube, the video advertisements are
showing in the beginning or at regular intervals in a long video. A viewer has the option
to skips these ads, however with new display network, some video advertisements
cannot be skipped.

Source: Self Curated
2.1.5 Current Scenario of Remarketing
“No one needs to tell us that the world of marketing is changing fast. We are living it.” –
Weber & Henderson, 2014
An individual is exposed to a plethora of advertisements in a single day. This number

can go upto 3,000-5,000 advertisements a day but only good quality content resonates
well with us (Fogle, 2017). According to Hubspot (2017), besides good content, users
are also looking for experiential videos. This shows a drastic change in consumer
behaviour. They do not want pushy emails and untimed advertisements knocking at
their doorstep. Fogle (2017) states that 44% of direct mails are even opened.
Marketers collect all the information and remove all the information that might identify
you, as this practice is illegally. Once all your personal identifiable information (PII) is
scraped off, marketers can legally use this data as there are no personal attributes
attached to it. Then they collate various attributes together to form a profile. Based on
this profile, various advertisements are targeted at you (Lacey, 2015).
Many marketers try to attract past website visitors back with coupons or offers. This
can be a bit tricky as customers may intentionally abandon their carts to search for
future discounts. Many marketers often switch between showcasing benefits or offers to
see which performs better (Sagin, 2018).
According to 2017 Adblock report by PageFair, there are 615 million active users of ad
blocking softwares, which includes 380 million mobiles with ad blockers. As of march
2016, there were 122 million Indian users who have ad blocking softwares installed on
their mobile phones. For marketers, this means that they are paying for advertisements
to be shown on various platforms but due to the ad blockers, these ads are not getting
through to the consumers thus leading to loss in conversions. This fact is clearly

brought out by former US postmaster general John Wanamaker “Half the money I spend
on advertising is wasted”.
Figure: A screenshot of Google showing typical ads

Figure: A screenshot of Google with Adblocking software enabled


Kofstein (2016) states that “All could have been avoided but the industry has become
voracious in its quest for growth”. In 2016, Optimal, a analytics firm stated that the ad
blocking industry took away $3.8 billion business from the advertisers. Optimal further
forecasted that at the current growth rate, this figure will more than triple to over
$12bn by 2020 (Jackson, 2016).
Figure: Motivation behind adblock usage

Source: Page Fair Adblock Report, 2017
These stats are supported by statista (2015) which reported that 64% of global internet
users are concerned about their online privacy. Around 83% of Indian internet users
are concerned about their online privacy. Keeping these figures in mind, tech giant
Apple has started building its products with in-built ad blockers and ‘Do Not Track’
plug-in.
2.2 CONSUMER PRIVACY
With the wake of the social and digital marketing industry, consumers are exposed to a
plethora of websites that use their personal information. Consumer Privacy refers to
protecting a consumer’s personal information like their name, phone number, address,
bank details, etc (Rouse, 2006). Maintaining consumer privacy signifies a rich
relationship between a consumer and an organization (The Audiopedia, 2018). Talking
about personal information, it can be classified into two broad categories- static private
information which means information which remains same even after a prolonged
period of time) and dynamic personal information which refers to the information
which is bound to change such as online activities.
Safeguarding a consumer’s private information such as their email address, phone

number, bank details, etc. plays an important in building a loyal relationship with the
consumer.

Source: DMA, 2015
2.2.1 Importance of Consumer Privacy
Safeguarding a consumer’s personal information builds trust and a better relationship

with the brand. It is an opportunity for the brands to connect better with their
consumers. Consumer data includes health records, financial information, bank details,
genetic information and much more. If this information falls in the hands of cyber
hackers, a consumer is at the risk of losing all their assets (Ivana, 2016).
If a brand is not taking enough measures to protect personal information, they are not
only breaching a consumer’s privacy but are also challenging political norms (FSB,
2017). The consumers are providing their information on digital platforms for
convenience purposes, therefore it is the responsibility of an organization to protect
this personal information from third party frauds (SSL, 2017).
Figure: Actions taken against data privacy breach

Source: Deloitte, 2016

According to a survey conducted
by Deloitte in 2016, consumers,
predominantly younger
generation is concerned about
sharing their personal
information with organizations.
In order to safeguard their
private data, they took various
actions due to the increasing
concerns over data privacy. As
shown in the image, most of the
consumers preferred adjusting
their privacy settings on mobile
phone to protect their information. Source: Digital Guardian , 2018
2.2.2 Global Policies To Protect Consumer Privacy
Every country follows different legislation laws in terms of consumer privacy. The
following section outlines the prevailing laws in various countries-
Chart 6: Global policies To Protect Consumer Privacy

(i) Australia
Australia follows The Privacy Act, 1988. The law curtails schemes like Notifiable Data
Breaches scheme, Credit Reporting and Privacy Regulations (Federal Register of
Legislation, 2013). The Privacy Act, 1998 states that
…information or an opinion, whether true or not, and whether recorded in a material form
or not, about an identified individual, or an individual who is reasonably identifiable
(OAIC, 1999)
The law clearly focuses on notifying a consumer when their information is being used
for a cause that might lead to serious damage. This is done to maintain transparency
between organization and the consumers.
(ii) United States (USA)
The Federal Trade Commission (FTC) is the main body that takes care of consumer
privacy in the United States. Besides launching the Federal Trade Commission Act, the
body also holds workshops and seminars to educate consumers about the unethical
practices followed by various organizations (Federal Trade Commission, 2018). The
FTC Act bans unlawful offline and digital activities practiced by organizations. Another
aspect of the law includes Behavioural Advertising Principles which asks the
organizations to provide an opt-out mechanism for consumers who do not want their
online activities, web page views and web searches to be traced (Jolly & Loeb, 2017).

Source: Sarvgyan, 2018
The FTC Act covers alws related to unfair practices, telemarketing companies, deceptive
practices (Krulick, 2017). In order to build trust and to safeguard consumer privacy
breach, the Federal Trade Commission has taken various steps to stop companies from
unethical use of a consumer’s data. They have charged companies that
-Failed to provide opt-out to consumers and tracked their web activity

-Fetched personal data from consumers without their knowledge
-Changed their company privacy policies without prior notice
-Sold consumer privacy data to business giants and other organizations
-Called consumers even after Do Not Call registry (Federal Trade Commission Report,
2012)
(iii) European Union
According to a research conducted by Dąbrowska (2013) 60% respondents from

European Union have heard about consumer rights but are not interested in knowing
about it in detail. This shows a lack of consumer education. European Union
implemented policies that lead to better education and better control of consumer
privacy (Dąbrowska, 2013).
The commission has also worked towards ‘strengthening the enforcement of consumer
rule’s and educating them about ‘means of redress’ (European Commission, 2011). The
policy incorporates resolving consumer-trader issues, promoting fair trade practices
and ensuring all consumer rights, whether in the digital or social space are being taken
care of (European Union, 2018).
(iv) Canada
The Office of Consumer Affairs (OCA) is the angular body that is responsible for
safeguarding the consumer rights of Canadian citizens. These consumer rights include

the ‘right to information’. The consumer should be informed about when their
information is being used along with its required purpose. Thereafter, the consumer
should be given a choice to choose whether they want their information to be used or
not (Consumers Council of Canada, 2016).
Projects such as "Canadian Code of Practice for Consumer Protection in Electronic

Commerce" and “Project COLT (Centre of Operations Linked to Telemarketing fraud)”
are launched by OCA in association with other consumer rights bureau. These projects
hamper the ongoing trends of telemarketing frauds, unethical ecommerce practices,
online communication with children and consumer information privacy (Office of
Consumers Affairs, 2001-02).
(v) California
A non-profit organization, Consumer Federation of California is the main body that

looks after the consumer rights of residents of California. To cater to the growing online
risks, California Online Privacy Protection Act (CalOPPA) was given birth in 2004. The
law was amended in 2013 and included policies related to online tracking (Consumer
Federation of California, 2018). According to CalOPPA , a business should-
-Respect the Do Not Track Signal

-Clearly specify their privacy policy and add a hyperlink to the policies on the landing
page
-Disclose how the website responds to Do Not Track signal
-Share whether the personal information was shared with the third parties (Hamilton,
2015)
Source: Zee news, 2016

2.2.3 Indian Policies To Protect Consumer Privacy
According to a study conducted by Statista (2017), there are over 460 million netizens
or Internet users in India. There are few potential avenues in India which can safeguard
the consumer privacy. These avenues include-
1. The digital companies should voluntarily safeguard the consumer’s personal

information and data. This will signify a robust relationship between the company and
the consumer.
2. The Information Technology Act charges any company that results in data breach due
to cyber criminals and hackers.
3. Every professional field has specific privacy codes and all companies are required to
follow these. If any company fails to abide by these codes, they are eligible for penalty.
4. The consumers can file any report related to privacy breach (The Centre for Internet
and Society, 2010)
To cater to such rapidly growing market, there are certain amendments and law drafted
by the Indian Government. These laws are listed below-
(i) Indian Contract Act, 1892
The Indian Contract Act came into force in 1892. It talks about various amendments to
be followed when two or more parties enter into a contract. The act does not lay direct
emphasis on consumer privacy. In terms of privacy, it only outlines the need to maintain
and to protect consumer privacy when in contract (Anonymous, 2010).
(ii) Consumer Protection Act, 1986 (2002)
The Consumer Protection Act was passed passed on 24th December, 1986 in order to
provide better protection to consumer. This is the same day when National Consumer
Day is also observed (Jha, 2017). The act was carried out after thorough understanding
of various international laws. The act was amended in 1991, 1993 and 2002 to
incorporate various consumer rights (Kumar, 2011). The main characteristics outlined
in the act are as follows-
(a) To promote and protect the rights of consumers. The right to be protected against
marketing of goods which are hazardous to life and property;
(b) To inform consumers about the quality, quantity, potency, purity, standard and
price of goods so as to protect them against unfair trade practices;
(c) To confer the right to be assured, wherever possible, access to an authority of goods
at competitive prices;
(d) To provide the right to be heard and to be assured that consumers interests will
receive due consideration at appropriate forums;
(e) Right to seek redressal against unfair trade practices or unscrupulous exploitation of
consumers;
(f) Right to consumer education and consumer awareness. This objective is sought to
be promoted and protected by the Consumer Protection Council that are established at
the Central and State level; and

(g) In order to provide speedy and simple remedy to consumer disputes quasi judicial
machinery is sought to set up at the District, State and Central levels. These quasi-
judicial bodies are bound to observe the principles of natural justice and have been
empowered to give relief of a specific nature and to award, wherever appropriate,
compensation to consumers. Penalties for noncompliance of the orders given by the
quasi-judicial bodies have also been provided (Consumer Protection Act, 1986).
(iii) Information Technology Act, 2000 (2008)
The Information Technology Act (IT Act) deals with electronically transmitted
information and transactions. Even after amendments, the IT Act only talks about
consumer privacy in a minute manner (Seth. 2010). It covers three broad aspects- (1)
To bring all electronic transactions in notice (2) to provide redressal for unethical
online practices and (3) disclosing identity-related offenses (Greenleaf, 2010).
The disputes that are being solved right now are mostly related to pornography. The
amended act talks about data protection in Section 43A (Seth, 2010) , but it gives no
narrow perspective as to what is the true definition of ‘data’ (Greenleaf, 2010). Also, in
the same section, it is specified that the company will be charged if they are found
negligent about safeguarding the ‘sensitive personal data’ from third parties (Mathan,
2016).
However, the act covers major privacy crisis such as identity theft, financial theft,
phishing scams, cyber crimes, stealing of personal data, downloading personal data. The
act states that in terms of violation of any of the guidelines, the suspect is viable for
imprisonment for upto 3 years or fine of Rs. 5 lakh or both. The law also covers
punishment to companies who send hoax and spam mails to the consumers (Iyengar,
2011).
2.2.4 Other Legal Aids Related To Consumer Privacy
(i) World Consumer Rights Day
Observed on March 15th every year, World Consumer Rights Day was started in 1982 by
ex-US President John F Kennedy. It is an endeavoring step towards uniting consumers
and awaring them about their consumer rights and existing policies to safeguard their
interests (Nair, 2017). Consumers International (2017) states that “45% of world’s
population is online now as compared to 1% in 1995”. With this thought in mind, the
theme for World Consumer Rights Day for 2017 was ‘Building a digital world
consumers can trust’ was observed (Jha, 2017). To maintain consumer data privacy and
to protect consumers from data breach, Consumer International outlined four
guidelines- Right to safety, Right to choose, Right to information and Right to be Heard
(MyGov, 2017). In India, various workshops and seminars are conducted to aware
consumers about their rights and to aware them about the injustice that online
ecommerce might be conducting (Apollo Pharmacy, 2017).

Source: jagranjosh.com, 2017
Besides World Consumer Rights Day, National Consumer Day is also celebrated in India
on 24th December (Jha, 2017). In accordance to the 2017 theme of World Consumer
Rights Day, theme for National Consumer Day 2017 was “Emerging Digital Markets:
Issues & Challenges for Consumer Protection” (DD News, 2017).
(ii) Children’s Privacy Protection Act (COPPA)
Children’s Privacy Protection Act (COPPA) first came into effect in 2000. The law
safeguards the private information of children below 13 years of age. The child-centric
websites should to collect information like child’s name, address, email address, phone
number, security password and use that information against parents (Sullivan, 2013).
As per COPPA guidelines, the websites have to specify about their privacy policies and
they need parental consent before asking for data from children. This protects the
child’s identity and saves the parents from other online frauds as well (Consumer
Federation of California, 2018). However, COPPA has only issued guidelines that sue
businesses that take information from children, it has no amendments which outlines
the information taken about the child such as the IP address (Herold, 2017).
(iii) Anti-Spam Law
The Anti-Spam Law, such as CAN-SPAM in the US and Privacy and Electronic
Communications (EC Directive) Regulations 2003 in the UK, refers to emails or
commercial messages (Hamilton, 2015). The Federal Trade Commission (2009) states
that besides bulk emails, Anti Spam Law refers to “any electronic mail message the
primary purpose of which is the commercial advertisement or promotion of a
commercial product or service”. Each country has its own set of Anti-Spam law
(Anonymous, 2015).
According to the CAN-SPAM Act, a person or business entity is prohibited from sending
an email to a recipient’s email address if the person or business entity had obtained the
recipient’s email address using computerized means from a website that has clearly
mentioned in its privacy policy, that it would “not give, sell, or otherwise transfer email
addresses obtained from its users for the purposes of commercial solicitation”
(Giacomo, 2016).
India has no law which refers to eliminating spam mails or controlling the spread of
telemarketing and phishing scam calls. As compared to the various laws in US and
Canada, India needs a strong legal framework that pertains to these illegal practices of
data breaching and then spamming the consumer. The below figure clearly states the
anti-spam law in various countries along with their major objectives-

Figure: Anti-Spam Law in Various Countries
Source- Vertical Response, 2015
(iv) United Nations Conference on Trade and Development (UNCTAD)
Established in 1964 and headquartered in Geneva, United Nations Conference on Trade

and Development looks into the development, investment and trade related issues of
developing countries. It has 191 member states like Zimbabwe, Virgin islands, India,
Bangkok, Mexico, Jamaica, China, Malaysia and many more (New York Encyclopedia,
2016).
According to a survey conducted by UNCTAD (2017) on ecommerce practices,

consumers face challenges like deceptive information, unclear marketing policies,
hidden privacy policies, online frauds and non-protection of personal data. UNCTAD
promotes businesses to talk about their products and services clearly and to maintain a
transparent relationship with the consumers. UNCTAD has issued guidelines which put
an end to the growing injustice of identity fraud, financial theft, data information
trading to third parties and unnecessary data collection (Trade and Development Board,
2017).
2.3 CONSUMER PRIVACY BREACH : A GROWING PARADIGM
With the advent of social media and the need for personalised services, consumer
privacy is at grave risk. Right from your internet activity to your shopping cart, every
inch of the user activities can be tracked. The companies are exposed to a plethora of
activity tracking softwares (ReputationDefender, 2017). After thoroughly examining the

browser’s activity, they focus create
a customer dilo and then target
specific advertisements to these
users (Sarkar, 2011).
For example, if a consumer sign up

on a website using his Facebook
account, besides his name and
email address, his personal
information like date of birth,
phone number, hometown, current
marital status and interests are
Source: Pixabay. 2018
directly added to the website’s
database, without the consumer’s knowledge. Consumer privacy breach is divided into
four major aspects-
(A) Improper Acquisition (Collecting data without informing the consumers)

(b) Improper Use (Using of personal data to track their web activities)
(C) Privacy Invasion (Sharing consumer’s information with third parties)
(D) Improper Storage (Storing information without strong security system)
Let’s consider real-life examples like RealNetwork and Yahoo. RealNetwork was held
responsible for tracking consumer’s browsing activities using RealJukebox. He talks
about another example about ReverseAuction.com. The website use to collect
information of the users of their rival company, eBay and then targeted advertisements
to these users. Bellefonds et. Al. (2017) states that personalised advertising will form
80% of the digital marketing and will slowly tap its footsteps in the traditional
marketing as well. A consumer health company conducted a pilot test wherein they
added sensors to a personal hygiene product and tracked how often the user is applying
their product and whether they are applying it in the right manner Bellefonds et. Al.
(2017).
2.3.1 Implications of Consumer Privacy Breach
To participate in the mad race for personalization and for providing world-class
products and services, the companies rely on many softwares and tools to collect
personal information about their consumers and potential consumers. Various ways to
collect such information is listed below-
(i) Cookies
Cookies are small messages that are saved in the user’s browser and store information
such as name, domain and IP address. It sends this information to the web server of the
website that the user wants to visit and makes it easier for the user to visit the same
website next time (Beal, 2008). Alarcon (2016) and Beal (2008) classify cookies into
three categories-
-Session cookies: These cookies get over once the session is over, in other words, when
the browser is closed.

-Permanent/Persistent cookies: These cookies come with an expiration date and can
be used for a maximum of 6 months.
-Third party/Malicious cookies: These cookies are used to track user’s website,
browsing habits, interests and preferences. A profile is formed on the basis of this data
which is then shared with the host of these cookies. Companies like Amazon, Facebook
and Google started the trend of using third party cookies to track and deliver
personalized webpages (Collins, 2017).
Source: Dyanmicyield.com
In the recent time, companies have started using these cookies in an unconventional
manner. Cookie Hosts collect all the sensitive information about a user and sell it to
fraud and third party websites (Collins, 2017). There have been cases when cookies
were hosted not by the visited website but by the companies that run advertisements
on the websites such as DoubleClick.com. These advertising companies use this data to
target advertisements based on your likes and increase their return on investment in
this process (University Information Technology Services , 2018).
Addthis, Adnxs, Yieldmanager, Quantserve are other cookie trackers. These cookies also
track your response to an advertisement and whether you clicked on the ad and what
was your response after clicking on the ad (Geary, 2012). Altimeter (2015) conducted a
survey and asked people whether they were aware that cookies track their browsing
habits and the results were astonishing.
Graph 2: Awareness about HTTP cookies

Source- Altimeter, 2015
The findings show that 40% respondents were aware that they were being tracked but
had no idea how advertising companies track them. Even after being used since last 20
years, 3% of respondents were not aware about cookies.
(ii) Tracking Mac ID
Gaining all the information about the person can also be done without asking the person
to fill their information. If a person’s Wifi is on while they are on the move, their IP
Address and MAC ID can be tracked. For there on, further personal information like the
person’s email address, contact number, likes and interests can be accessed.

(iii) Data Brokers
Big companies like Facebook, Google, Apple and Microsoft have started selling data to
advertisers who want to target their clients better (Hachman 2015). All the free data
that we provide to Google adds up to a huge amount of personal information being
traded away to create personalized, targeted ad experiences. (Hachman, 2015). By
buying all this personal information, Advertisers make money that allows them to give
themselves a paycheck while keeping the viewers afloat in free digital services (Mullian,
2012). From tracking location to all the personal information added by the user to all
the data that their friends upload about them, every information is being used by these
giants to mint money.
“...Facebook trackers are just about everywhere on the Internet. But because most of
Facebook’s 1.49 billion users routinely access the service through an app, the ads cannot
be hidden using one of the many blocker tools now topping the download charts on Apple’s
App Store.”-Bloomberg (Hachman, 2015)
Figure: Worth of Consumer’s Data sold by Data brokers

Source: WebpageFX, 2013
(iv) Mobile and Social Media Applications
For advertisers, it’s a well known fact that social media and mobile applications are
hotspots for gathering personal data. These are applications that probe individuals to
share information about themselves and share their interests (DeMer, 2017). According
to Rodriguez and Sundaresan (2017), more than 70% mobile applications are sharing a
user’s personal data with third-party tracking services like Google and Facebook.
Many mobile apps are developed by blending various functions which written by
various developers and companies, who are better known as third-party libraries.

These libraries help the app developers to track user behavior and engagement, connect
with their respective social media handles and earn revenue by displaying various
advertisements without (IANS, 2017). Most libraries collect sensitive/ personal data
and send it to their online servers – or to another company altogether. Many developers
might even be able to create a complete digital profile of each user (Cuthermuth, 2017).
Users would never know, because apps aren’t required to tell users what software
libraries they use. And only very few apps make public their policies on user privacy; if
they do, it’s usually in long legal documents a regular person won’t read, much less
understand. Leave aside marketers, government apps such as the Namo app collects
personal data such as photos, videos, audio and geographic location (Sekhose &
Upadhyay, 2018).
(v) Adware
As the name suggests, Adware is a bit of programming that showcases promotions for
profit. While a few types of adware are lawful and may even be incorporated with
specific applications, some are illegal and are better known as a malware (Arsene,
2017). These can go up against the type of pop-ups or windows that can't be shut or
they can run different types of malware through contaminated projects or sites. More
incognito types of adware track web behaviour whilethe one intrusive in nature, may
incorporate key-lumberjacks that track all the passwords (NPC, 2017).
Source: Bitdefender, 2017
2.3.2 Global Scenario Of Data Breaching Activities
“For the love of god, please give me a way to block them and not have them track my
every movement.”(Morron, 2014).
Benkendorf (2016) states that most of the remarketing advertisements that users see
are considered sleepy rather than helpful. A study conducted by InSkin Media and RAPP
Media clearly stated the implications of remarketing on consumer privacy breach.
According to the study, only 10% consumers make purchase after looking at an
remarketing advertisement (Jacob 2015). Even in terms of remarketing, there are
certain aspects that need to be taken care of-

1. When the remarketing ad is targeted
2. Frequency of the remarketing advertisement
Graph 3: Impact on purchasing after seeing personalised ads

Source: Jacob, 2015
According to the above figure, consumers are encouraged to buy the product when they
are shown remarketed ads during their research phase. If the consumers are shown
these ads after research or after purchase, they are more likely to get discouraged. Even
though 62% consumers are encouraged to purchase products, this purchasing decision
also depends on the frequency of the remarketed advertisements, or in simple words,
the number of remarketed advertisements shown to an individual. According to the
graph, majority of the consumers find these advertisements ‘annoying’ or evoke ‘anger’
in the viewer, whether they are shown these advertisements 3 times or more than 10
times.
Source: InSkin Media, 2014

The factors further depend on whether the advertisement is seen on a relevant site or
on an irrelevant site. For example- Seeing a hotel advertisement on a holiday booking
website is more relevant than on a baby product website (InSkin Media, 2014).
Rapp’s Head of media strategy, Paul Phillips said: “It’s not just about how many times
the ad is seen, it’s when it’s seen. Retargeted ads served after the research phase could
potentially do more harm than good.” Adding to this context, Hugo Drayton, InSkin
Media chief executive said: “Along with understanding ‘how often’ and ‘when’,
advertisers must pay more attention to ‘where’ – a big issue in programmatic buying.
With too much repetition, ads served next to irrelevant content may have a negative
impact on consumer purchase intent.” (Davies, 2014)
Source: InSkin Media, 2014
With all this happening in the foreground, today consumers are worried about how
these remarketing advertisements are entering their personal space. 83% consumers
are worried about advertisers knowing their personal income, followed by 81%
consumers uncomfortable with their phone number being shared.
During a TED talk, Stuart Lacey (2015) talks about reversing the process of targeting
advertisements based on anonymous psychographic profile as it consumes lot of time
and money. He wants users to embrace their Personal Identifiable Information (PII) and
recommends that consumers should be allowed to decide whether they want their PII
to be shared for a better and personalized experience.
2.3.2.1 Aadhaar vs Right to Privacy, 2016
With much critical acclaim going on about 'Right to privacy is a fundamental right'
judgment by the Supreme Court, there still exists the issue of Aadhaar being legitimate
or not, which is as yet pending (Rathee, 2017). Much discussion has lit upon the
contention of Aadhaar, particularly, The Aadhaar Act, 2016 and the Right to Privacy of
each native of the nation being disregarded through it. The issues with the Aadhaar Act,
2016 in respect to security involves two sections: firstly, Aadhaar Act making Aadhaar
necessary for each citizen and furthermore making its mandatory linkage to different

administrations, including PAN and telephone numbers. An inability to do this could
likewise prompt deficiency of the separate PAN. These enactments are a constrained
impulse for the nationals to connect their Aadhaar to these records which is an issue as
Aadhaar characteristically requires a considerable measure of individual and classified
data like biometrics, fingerprints, and so forth which interfaces with the second issue of
information security.
The Aadhaar Act, 2016 permits sharing of information under the Aadhaar numbers for
the purposes behind "national security" which is an ambiguous and an indistinct term.
Further, there is a tremendous danger of information release given that there are no
current security laws in India. The dynamic government needs the Aadhaar approach to
proceed and is a step towards making Aadhaar required for more records, for eg.,
driving permit (Rathee, 2017). This decision also conflicts with the one passed by the
Supreme Court, wherein they have made Aadhaar voluntary (First Post, 2017). As
Aadhaar is currently made compulsory by the government for all administrations
including essential services, for example, telephone number, railroad tickets, and so on.,
this creates a loophole for the information to be spilled and abused by state and other
bodies, which is an unmistakable and direct infringement of the privilege to protection.
Source: DQ India, 2017
The Aadhaar Act accommodates a section which permits the individual data put away
under Aadhaar to be shared for the reasons for "national security" (The Aadhaar Act,
2016). The expression "national security" is a subjective term which can be confused
and abused by government officials (IANS, 2016).
The enrolment organizations of Aadhaar number are dealt with and controlled by
private administrators. These private operators get the information of the citizens to
upload it in the government database. There can be a conceivable abuse of such
information and as now, as the Aadhaar is linked to utilize a few government
sponsorships and subsidies, this expands the shot of abusing the data with a specific

end goal to benefit those administrations. Likewise, there is another concern with
regard to the inclusion of private characters in the Aadhaar procedure.
The issue of information security likewise applies to the privately owned businesses
which require Aadhaar as an obligatory piece of the business. This incorporates service
providers, banks, and other private players who can approach the nation’s biometric
data. After the order of the Aadhaar Act, a case has also been brought to the limelight. A
current episode happened where it was found that a site called "magicapk" spilled
information of more than 100 million Reliance Jio Customers (Aadeetya, 2017). This was
affirmed by the Reliance Jio Infocomm Ltd. as it documented a grievance asserting
"unlawful access to its systems" (Reuters, 2017). Another occurrence happened, where
the digital personalities of more than a million citizens got traded off because of a
security glitch in Jharkhand's seniority annuity conspire which uncovered data like
Name, Aadhaar Number, bank and financial details, etc (Sethi, Bansal and Roy, 2017).
These sort of glitches and blunders demonstrate the absence of information security in
the nation and the danger of the presence of a database which contains citizen’s
exceptionally classified and private data.
Source: Loanbaba,2017
Absence of stringent protection laws like that in the US gives a space to abuse
information security. The administration's defense and barrier in the issue is constantly
focused towards avoiding corruption by executing linkage of one of a kind
distinguishing proof to PAN, Income Tax matters, banks, and so forth to evade
violations. Howsoever, the protection of nationals is of preeminent significance as
security is presently a fundamental right in India.
Further, the rationale of the administration to kill corruption turns into an incongruity
when corruption happens in the Aadhaar process itself as because of the pressing need
of having an Aadhaar number and due to the moderate pace of enrolment, natives are
compelled to bribe administrators in the enrolment centres (Bashir, 2017).

2.3.2.2 Facebook Fiasco, 2017
The personal information of up to 87 million users, primarily from U.S., was acquired by
an analytic firm that influenced the US elections and helped in electing of Donald Trump
as US President. The firm Cambridge Analytica took help of Aleksandr Kogan to collect
user’s information through a app called ‘This Is Your Digital Life’. 270,000 users used
this app and allowed their information to be used, the structure of the app was designed
to gather information of the user’s friends as well. They used this data to target
‘psychographic’ ads to the users and to influence their voting decision in the US
elections (Meyer, 2018).
Source: BBC News, 2018
“Facebook has made billions of dollars selling advertisements targeted to its customers,
and in this instance made millions selling advertisements to political campaigns that
developed those very ads on the back of their customers’ own … personal information.
That’s unacceptable, and they must be held accountable.” -Richard Fields, of the
Washington law firm Fields PLL (Bowcott & Hern, 2018).
Alexander Samuel (2018) claims that he was one of the marketers to know about this
breach even before the news came out. He further adds “It’s time for us to face up to
what online marketers and researchers have known for more than a decade: the

contemporary Internet runs on the exploitation of user data, and that fact won’t change
until consumers, regulators and businesses commit to a radically different model.”
This digital outbreak was discouraged by some of the top companies of the world.
Whatsapp co-founder started the campaign #DeleteFacebook. This campaign was joined
by Elon Musk and Playboy, who deleted their specific Facebook pages. Amongst all this
chaos, Mark Zuckerberg, Founder of Facebook published full-page advertisements in
newspapers. Currently, Mark Zuckerberg is being testified by Federal Trade
Commission (FTC) and Congress (Warren, 2018). The allegations are not just restricted
to American politician Donald Trump, news about NaMo app based on the structure are
also doing the rounds. During all this confusion, the BJP is putting the blame for data
collection on Congress, whereas Congress is protesting against BJP (Deka, 2018).
To understand how much data about the researcher is available to Facebook, the
researcher downloaded her data from Facebook General Settings. The data file was of
104 MB with information like all the pokes, engaged advertisements, friends requests
sent, friends request received, all the posts uploaded (even the deleted ones). Most
importantly, in the ‘Ads’ section, there was information about brands who have access
to the researcher’s personal data. This scenario is when the privacy settings on
Facebook had been set high level of security.
Figure: Researcher’s information with Facebook

Although all this information can be visible on Facebook, there is no way to delete this
information, the only way through is to delete your account on Facebook. Besides
Facebook, Google and Linkedin also allow access to this information, which is a massive
database on Google, however there is no option to delete this data. Amdist all this
chaoas, Rajiv Makhni (2018), managing director of NDTV sates that “Facebook may
profit from a problem of their making” as instead of third-part brokers, they will be
selling the personal information directly at a higher price.

2.3.3 Tools To Protect Online Consumer Privacy
With the emergence of technologies that hamper consumer privacy, a flood of data
protection tools also entered the market (Sartain, 2017). These tools include
safeguarding your personal information from cookies, social networking websites,
email and fraud advertisements and phishing scams (Ivana, 2016). Even though it is
not completely in our hands to safeguard our information and to protect
ourselves from these data breaching practises, there are various tools and
softwares available in the marketplace to protect our privacy as much as possible
(Snider, 2017). Most of the tools present in the market cater to only 3-4 aspects
of consumer privacy breach. These tools are listed below-
Chart 7: Tools to Protect Online Consumer Privacy

(i) Ad Blockers
Blocking all Facebook and Gmail advertisements, AdBlock has been fundamental in
providing peace to all impulsive shoppers. The pop-ups advertisements that hover in
your browser 24x7 are instantly blocked by these ad blockers (Ivana, 2016).
Adblock Plus, Adblock Ultimate, Adaway are some of the ad blockers available in
the market (Corpuz, 2018).
Source: Screenshots from various Ad-blockers
(ii) Virtual Private Network (VPN’s)
Virtual Private Network or VPN is a secure connection that connects you to the
internet by using encrypted nodes and internet relays. By using VPN, one cannot
enter your private vicinity and hence it protects your information from being
shared with anonymous websites and organizations (Newman, 2017). Your every
digital activity will be safeguard and no one will be able to track your activities.
Most of the VPN service providers charge a nominal fee for their services. Spotflux,

Hotspot Shield and TunnelBear are some of the free VPN service providers
(Nichols, 2017).
Source: Adviacent, 2016

(iii) Do Not Track Status
Do Not Track is a feature present in some of the top web browsers which ensures that
none of your online activity is tracked or recorded by any organization, unless you
want it to be shared (Albright, 2016). This means no retargeted
advertisements would be target at you. This feature is available in Safari, Mozilla
Firefox, Chrome, Opera and DuckDuckGo (Klosowski, 2013).
Source: Screenshot from Google Chrome Settings
(iv) Blocking Invisible Cookies
Cookies are responsible for transferring your data to fraud and third party
websites. There are various browser extensions and tools available in the market to
block invisible cookies and plugins (Snider, 2017). Ghostery and ScripNo catch hold
of such websites and block them from invading your personal space (Ivana, 2016).

2.4 CASE STUDY: NDTV BANDBAAJAA’S
2.4.1 About NDTV Bandbaajaa.com
Bandbaajaa is an online wedding portal

that caters to all elements related to
wedding planning. Based in Delhi, It
was started in 2015 under NDTV’s
subsidiary company ‘Special Occasions
Limited’. It lists various photographers, venues, makeup artists, mehendi artists,
entertainers, choreographers, wedding planners and decorators from all over India. The
brand also incorporates an e-commerce platform wherein they have designers like Anju
Modi, Neeta Lulla, Kylee and Neha Mehta, Kisneel and Prama on board.
Bandbaajaa.com CEO Sachin Singhal said, “Our focus is to help customers with the perfect
mix of right products, best vendors and amazing ideas in order to make their journey to
the big day hassle free and memorable”.
Officially Launched in: December, 2015
Head Office: Okhla
HR Headquarters: Greater Kailash
Managing Director: Smeeta Chakrabarti
CEO: Sachin Singhal
Website Sections- All the top vendors like photographers, makeup artists, mehendi
artists, venues, entertainers, wedding planners, wedding invitation designer and
wedding decorators are listed in the vendors section. The second section is wedding
ideas which is further divided into the blog page, photos and real weddings. For all the
modern brides who want to plan their wedding with the help of our wedding planners,
there is a Plan your wedding section. The last section is Destination wedding.

Funding- Bandbaajaa raised an undisclosed amount from CerraCap. The venture was
funded at a valuation of $20 Million (Mishra, 2016). This deal was possible due to the
support from Baseline-a sport marketing, entertainment and licensing firm (Karan,
2016). According to NDTV Bandbaajaa’s CEO, Mr Sachin Singhal, the brand is thriving
for visibility and spreading more awareness about themselves.
Partnerships- The brand has partnered with more than 1500 vendors and
professionals for the website. Or the e-commerce brand, we have more than 5000
products for purchase. In terms of marketing, the brand has tied up with Kensico for
email platform host. The brand was previously associated with Taboola who helped
them earn a revenue of ₹10 crores in a year.
Target Market- As reported by IIFL (2017) , the Indian wedding industry is growing by
leaps and bounds. Keeping in mind current scenario, it is worth 1 trillion rupees and is
bound to further increase with a 25%-30% growth annually. Bandbaajaa.com
Managing Director Smeeta Chakrabarti said, “Weddings are a recession proof business,
the current generation of young Indians will find everything they need to plan a perfect
wedding with minimum fuss”. The market is predominately unorganised and therefore
there is more chance of development. With the advent of social media and tech savvy
generation, everyone is well aware about the latest trends.
2.4.2 Implications Of Privacy Breach Activities
Bandbaajaa.com follows a mild procedure of retargeting it consumers. Every user who

visits the website and scrolls through various vendor pages is being tracked thereafter.
When they do follow up search on Google, they will see ads for the vendor pages they
had visited. For example- If a soon-to-be-bride visits the website looking for a wedding
photographer in Delhi and then leaves the website without booking any vendor, she will
see advertisements for wedding photographers in Delhi, when she is performing Google
search for wedding photographers. These advertisements are also implemented on
social media handles such as facebook and instagram.
Figure: Bandbaajaa Remarketing ads on FB

Source: Screenshot from FB

Figure: Bandbaajaa Remarketing Ads on Google
Source: Bandbaajaa, 2018
In terms of email marketing, once an email is sent to all the email addresses in the data,
their activity is tracked thereafter. If a person opens a mail or click anywhere in the
mail, there information such as email addresses and phone number is saved in our
database. The leads team then calls these potential clients to convert them into leads.
Figure: Emailers sent out by Bandbaajaa database

2.4.3 Response To Remarketing Activities By NDTV Bandbaajaa
The team got a mixed response from users after they called these prospective clients.
There were consumers who claimed that they clicked on the newsletter by mistake,
whereas some users said that they were casually browsing around. Amongst these
responses there was also a set of users who reacted positively to these calls. These

users had an upcoming wedding and were actually looking for serious
recommendations.
Figure: Remarketing Ads run by Bandbaajaa

Talking about remarketing advertisements on social media handles, the viewers did see
the advertisements but it resulted in very few or negligible conversions as there is very
less brand awareness and users were more interested on scrolling through other well-
known Indian wedding portals. The major traffic that the website garnered was from
content marketing and video posts on Facebook. Comparatively there was more
engagement on Bandbaajaa’s generic marketing advertisements as compared to
retargeted advertisements.
Figure: Leads generated through generic marketing ads

If we look at the above figure, these leads have been generated when consumers
pondered upon an advertisement of Bandbaajaa on Facebook. These users were

witnessing this advertisement for the first time and wanted to explore more about
Bandbaajaa and its services, therefore they had provided their information.
Talking about service, Bandbaajaa thrives for a good customer support service.
Currently, the brand is not investing much in marketing and website development due
to which the brand awareness is not much. Even the organic marketing activities are not
getting as much response as expected. As users are aware about Bandbaajaa’s current
service structure, they prefer other Indian wedding portals. Bandbaajaa already has the
credibility of the name NDTV, once it works on a strong marketing strategy to generate
brand awareness, it will be easy to surpass portals such as wedmegood, shaadisaga,
popxowedding. And once there is brand awareness, even their remarketing
advertisements will start getting results.
2.5 CONSUMER BEHAVIOUR
2.5.1 Consumer Behavior: Definition
Consumer behaviour is the investigation of people and associations and how they select
and use these products and services. Also, communicating with buyers and getting input
for them is an eminent piece of consumer behaviour and all advertisers should be
greatly enthusiastic about it (Stankevich, 2017).
Customer Behaviour is the procedure shoppers encounter when they make a purchase,
and it includes factors that impact their choice. For some items and services, buy
choices are the aftereffect of a detailed and a definite process that may incorporate a
wide data search, brands examination, and their assessment. Advertisers' achievement
in impacting consumer behaviour depends to a substantial degree on how well they
comprehend this behaviour. Advertisers need to know the particular needs of clients
and how they can fulfill them. Advertisers should understand how purchasers
accumulate data about various options and utilize this data to choose among competing
brands (Belch G. and Belch M., 2015).
2.5.2 Consumer Perception Of Privacy Breach
With the expansion of the storage of individual data by companies, protection and
information breach are becoming a mainstream process. It is important to educate a
consumer how their information will be used. This process should be made more
transparent with the current situation of privacy breach expansion. Despite the fact that
a significant number of consumers call themselves ‘Tech-savvy’, most people who have
a laptop or a mobile phone understand that in the event that if they can get to delicate
data, others can too with the correct instruments (Santarcangelo, 2016).
Many consumers don’t understand how their data is being used. Others who knew their
data was being tracked responded in a different manner. According to a survey by
OnePoll (2017), 33% respondents decided to exercise their right to privacy and get
their personal data removed by the companies (Roberts, 2018). Another survey by SAP
SE (2017) revealed results that 72% of respondents do not want the advertisers to
know their mobile number, real-time location and monthly income. 79% of respondents

said that they will not visit the website again if their personal data is being used without
their knowledge (Ghosh, 2018).
Source: Trust Arc, 2015

While many consumers are not aware of this process, others who are aware of this
process have installed ‘Do Not Track’ and other plugins to protect themselves from
these privacy breaching activities.
2.5.3 Consumer Buying Behavior In Terms Of Remarketing
By executing targeted ads to online clients, the marketer gets an opportunity to remind
potential clients about products they like and might initiate a purchase for. From the
client's point of view, remarketing can once in a while appear to be "frightening" and
intrusive decisively in light of the fact that it makes the client mindful of how much
information is being stored by them. This discernment is much more probable when the
client is focused by forceful remarketing techniques that demonstrate numerous
promotions every day to the client over various sites.
For instance, once a client finishes buys a product on an online business site (in the
wake of tapping on a promotion from a remarketing crusade), it is feasible for a client's
behavioral profile to be connected to their email address, social media profiles, and
other identifiable data. These worries are intensified by the expanding utilization of
cross-device targeting to focus on clients on their cell phones, tablets and PCs.
The average website conversion rate is a little more than 2 percent. In other words,
nearly all of the people who visit a site for the first time leave without some form of
desired action (Roberts, 2018). That's why many brands have turned to retargeting,
which focuses on getting those previous visitors back to your site. Retargeting can be
accomplished via display ads, search, email, and now social media, as well as via
Facebook's FBX ad exchange and Twitter's new retargeting option (Patel, 2015).

Source: InSkin, 2014
According to a survey by InSkin Media (2014), instead of conversions 55% consumers

stopped buying from the website that showed them repeated remarketing
advertisements. While 53% ad viewers get irritated with the frequency of these
advertisements. Only 10% consumers indulge in purchase due to these remarketing
ads. Even this sphere of 10% is further divided into three categories-
1. Buyers who are happy with the product

2. Buyers who left the buying process in midway again
3. Buyers who bought the product but returned it
Talking about the consumers who left the buying process in mid-way might be because
of the same reason they abandoned their cart at first place (Boag, 2017). These reasons
are listed in the figure below-
Graph 4: Reasons For Cart Abandonments

Source: Baymard Institute, 2017

The graph clearly shows that majority of the consumers leave the process mid-way due
to hidden shipping and delivery costs followed by creating an account at 37% which is
directly related to privacy concerns (Serrano, 2018).
There are buyers who buy the product but return the product due to after sale services
or due to bad quality of the product. These consumers are looking for value driven
products and services along with personalization. Major reasons why these consumers
return their products are listed below-
Source: Invesp, 2016
There is also a set of consumers who claim that they clicked on the advertisement by
accident. A terrifying 34% consumers are a part of this bandwagon (Winsauer, 2016).
People who have a negative response to these remarketing advertisements have either
stopped buying or have installed ad blockers and other privacy protection plug ins.
Astonishingly, 85% consumers feel blocking these ads provide a positive and a good
internet experience (An, 2016).
Graph 5: Reasons For Installing Ad Blockers

Source: HubSpot, 2016

CHAPTER 3 – RESEARCH METHODOLOGY
This section depicts the procedure used to establish the research themes and the conclusions
drawn. Research methodology is a system which outlines and clarifies the model. After which, the
chapter proceeds onward to clarify the tools used to gather information. It further explores the
research aims and the stream of research for every goal. The chapter also comprises of various
research grids and incorporates the rationale behind each research problem.
3.1 RESEARCH METHODOLOGY
Research Methodology is a system to reflect an orderly and logical research.

Methodology is typically a framework for taking care of a problem, with particular
segments, for example, strategies, methods, tools and techniques. It not only involves
the research methods but also considers the rationale behind the strategies we use with
regards to our research. It demonstrates the viable manner by which the entire research
project has been sorted out.
3.2 RESEARCH AIM
The research aims to gain an in-depth understanding of consumer privacy and its
implications. After thorough understanding of this aspect, the research further outlines
the meaning of remarketing and the need for such practice by marketers and
advertisers. The research also briefs the reader about the various ways remarketing
activities are carried out. Moving forward, a comprehensive study on consumers
perceptions of remarketing has been covered. The research throws limelight on the
current scenario of remarketing and how it will be shaped in the near future. It would
help in analyzing consumer’s perception of such activities and their reaction to such
implications. The research would help academically and would help in suggesting
various parameters to replace the current privacy breach marketing activities. This
paper can inspire-marketer, digital marketing firms and allied agencies and experts in
this field for bringing certain changes in their existing marketing and promotional
strategies for better financial future.
3.3 RESEARCH OBJECTIVES
The purpose of the research is to gain thorough understanding of the consumer privacy
breach and to understand the need for such practices by marketers. The background
study is conducted to get a more profound comprehension of the pervasive issues of the
research. The research objectives are listed below-
RO1: To gain in-depth understanding of the term ‘Remarketing’ and its implications
RO2: To explore the issue of consumer privacy breach in terms of remarketing
R03: To analyze the impact of remarketing on consumer buying behaviour
effect on consumers
show them ads.

RO4: To suggest measures to improve remarketing and to eliminate consumer privacy
breach
3.4 RESEARCH APPROACH/MODEL
A STUDY ON CONSUMER PRIVACY BREACH IN TERMS OF

REMARKETING
CONSUMER PRIVACY REMARKETING
RO 4
RO 1 RO 2 RO 3
To suggest
To gain in-depth To explore the To analyze the
measures to
understanding of issue of consumer impact of
improve
the term privacy breach in remarketing on
remarketing and to
‘Remarketing’ and terms of consumer buying
eliminate consumer
its implications remarketing behaviour
privayt breach
PRIMARY AND SECONDARY RESEARCH
DATA COLLECTION
DATA ANALYSIS
RECCOMENDATIONS
CONCLUSION
Chart 8- Research Model


3.5 RESEARCH DESIGN
Research Design is a layout of research which demonstrates what the research will do
after composing the theory and its operational ramifications to the final analysis of data.
A research design is the game plan of conditions for information gathering and
investigation of this information in a way prove relevant to the economical procedures.
The most widely recognized research outlines that the researchers utilize are
exploratory, descriptive and causal.
Research design conveys a critical effect on the unwavering quality of the outcomes
achieved. It gives a strong base to the entire research. It is required because of the way
it takes into consideration the smooth working of the numerous research activities. This
makes the exploration as efficient as possible by giving most extreme data least
spending of time, money and effort (Chowdhury, 2014).
A research project can only be considered efficient when it adapts the correct research
design which is a blend of both qualitative and quantitative research. In the present
research, exploratory and descriptive research is utilized as a motivation behind the
research to acquire and analyze the data.
Exploratory Research- Exploratory research is used when there is not much or vague
information available about a subject. It has led with the reason for increasing better
understanding into an issue. In this research, the exploratory research incorporates
writing literature with a specific end goal to acquire detailed data that supports the
research objectives. Exploratory research is a step towards seeking new information
and understanding of the current problem.
Descriptive Research- The researcher has no influence over the factors; he can as it
report what is going on. The descriptive research depicts the factors by answering
questions like who, what, and how (Babbie, 2002). Descriptive research is normally
more formal and organized than Exploratory research (Malhotra, 2005). It depends on
vast data collection methods and the information acquired is subjected to quantitative
investigation. In this research, descriptive research is attempted keeping in mind the
end goal to discover and depict the attributes of the research. Hence, the present
research is Exploratory-cum-Descriptive in nature as it tries to evaluate the impact of
remarketing activities by marketers on consumer privacy and its implications in
consumer privacy breach.
Chart 9: Sources of Secondary Data


3.6 RESEARCH AND SAMPLING PLAN
3.6.1 RESEARCH PLAN FOR RESEARCH OBJECTIVE 1 AND 2
RO 1
To gain in-depth understanding of the term
‘Remarketing’ and its implications
RO2
To explore the issue of consumer privacy breach in
EXPLORATORY RESEARCH DESIGN
SECONDARY RESEARCH PRIMARY RESEARCH
Websites
Expert Observation done
Online Journal
Interviews during Internship at
Blogs
NDTV Bandbaajaa
Newspaper
Magazines
Online Newspaper
Videos 1. Ishan Bansal,
Podcast Inklik.com
2. Jaya Sharma, ILFS
3. Manoj Negi, MDIS
Chart 10: Research Planning for ROl and RO2

3.6.1.1 SAMPLING PLAN FOR RESEARCH OBJECTIVE 1
The research objective has been achieved with the help of exploratory research design.
The data has been collected using both primary and secondary research. The primary
research has been collected through personal interviews with marketing firms and e-
commerce brands. This has been done to gain in-depth knowledge about the need for
remarketing. The secondary data is collected through articles, research papers, journals
and current information on the websites. It was collected to explore the concept of
remarketing and other marketing activities. It also outlines the various ways in which
remarketing has been adopted.

Exploratory research design has been used to understand the first objective clearly.
This research design has helped in establishing the meaning of consumer privacy and
consumer privacy breach. It further ventures deep into understanding the implications
of consumer privacy breach. The research outlines the various laws implemented by the
Indian and the international legislations to seize these privacy breaches. The purpose to
select this research design was to thoroughly understand about consumer privacy
through available sources. To collect information about all these aspects, secondary
data has been used. This data has been acquired from research reports, research
articles, various blogs, online journals, books and websites.
3.6.2 RESEARCH PLAN FOR RESEARCH OBJECTIVE 3
RO 3
To analyze the impact of remarketing on consumer
buying behaviour
DESCRIPTIVE RESEARCH DESIGN
PRIMARY RESEARCH
Quantitative Qualitative
Pilot Study and Personal Interview of

Questionnaire Customers
Purposive Sampling Purposive Sampling

Close Ended Questions Sample Size-4
Sample Size-219 Sample Unit-18-40 years
Sample Unit-18-40 years old Representatives- College
Sample Frame-Delhi/NCR Goers, Working Professional
Scaling Method- Likert Scale and Business Professional
Chart 11: Research Planning for RO3


Descriptive Research has been used to understand the third objective- To analyze the impact
of remarketing on consumer buying behaviour. The researcher collected information from
200 respondents for fulfilling the objectives of the study and to test the various hypothesis
mentioned below-
effect on consumers
show them ads.
A pilot study was conducted with a total of 89 respondents to receive the feedback.
Based on the feedback and reliability of the survey, the study further progressed for
getting the balance respondents. In order to achieve results the data is collected by using
questionnaire, conducting personal interviews with consumers and by talking to the experts in
this field. The collected data is systematically tabulated and analyzed with the help of PSPP.
3.6.2.2 Sampling Detail
Sampling Technique: A non probability sampling has been used for the research. Purposive
Sampling Technique or Judgmental sampling is best suited for this research, as the aim is to
establish a difference between online shoppers and traditional shoppers.
Sample Unit, Size and Frame: In non-probability sampling, the sample that is selected is
not completely randomized, therefore the researcher laid great emphasis to make sure that the
sample was a true representative of the target population. To confirm the validity of the
research finding, the researcher conducted a survey of 200 males and females between the
age of 18-40 years. The research focuses on the digital world but due to time constraint
consumers in Delhi-NCR are only considered, as its sample frame.

3.6.3 RESEARCH PLAN FOR RESEARCH OBJECTIVE 4
RO 4
To suggest measures to improve remarketing
and to eliminate consumer privacy breach
DESCRIPTIVE RESEARCH
DESIGN
PRIMARY SECONDARY
RESEARCH RESEARCH
QUALITATIVE QUANTITATIVE
RESEARCH RESEARCH Websites
Blogs
Newspaper
Expert Interview Magazines
Personal Online Newspaper
Questionnaire
Observation Articles
Purposive Sampling
Close Ended Questions
Sample Size-62
Sample Unit-18-40 years
Sample Frame-Delhi/NCR
Scaling Method- Likert
Scale
Chart 12: Research Planning for RO4
The fourth objective- To suggest measures to improve remarketing and to eliminate

consumer privacy breach has been researched using Exploratory Research Design. After
thoroughly analyzing the data collected through questionnaires, personal and expert
interviews, few recommendations have been mentioned by the researcher. Secondary
data collected through articles, research paper, magazines, blogs has also helped in
providing a solution to this ever-growing problem.
3.7 LIMITATIONS
Although the research paper is carefully prepared, there are certain limitations
involved. These limitations mainly surround the nature of research sample and research
information. Firstly, the research was carried out in a limited time therefore limiting the
amount of information that could be researched. Secondly, since the questionnaire was

filled by students, the research analysis might differ a little due to their non-serious
behavior related to surveys. There were certain confinements within which the
research was conducted. These confinements include limited sample size and limited
information access. There is less information available about the various laws that
prevail in India and are related to consumer privacy. This confinement can also be
defined as an advantage to the project as it establishes why consumer privacy breach in
India is at its peak today. Also, there is no authentic government body that does
category specific detailed customer research as it happens in west. Inspite of all the
limitations, the researcher had put sincere efforts to overcome all of them and to
maintain the effectiveness of this research.
SUMMARY: This part covered techniques attempted to accomplish the objectives of the
research. It incorporated problem statement research aim, operational definitions, the
exploration outline, strategy for information gathering and understanding of the
information. The research undertakes both, exploratory and descriptive research
approach.

CHAPTER 4 – FINDINGS AND ANALYSIS
After understanding the sampling plan for the research objectives, this chapter covers an analysis
of the data collected through secondary and primary data sources. The analysis configured
through both these sources is then merged to draw relevant conclusion related to the area of
research.
4.1 ANALYSIS FOR RESEARCH OBJECTIVE 1
Secondary data has been used to study about the concept remarketing and its need in
the digital world. To This data has been acquired from research reports, research
articles, various blogs, online journals, books and websites. It also outlines the various
ways in which remarketing has been adopted. The research also briefs the reader about
the various ways remarketing activities are carried out. Moving forward, the research
throws limelight on the current scenario of remarketing and how it will be shaped in the
near future.
4.1.1 Remarketing
Remarketing is a clever form of running online advertisements that are well targeted
and personalised. These targeted ads will be visible to the user while he is doing online
shopping, watching a video on youtube or when he is just browsing the net.
Remarketing works on the simple concept of placing pixels or cookies on the user’s
browser when he visits the website and thereafter, his every move is being watched
carefully by the digital companies. Based on all the information grasped by these
remarketing tags, a psychographic profile is maintained for every user. Eventually
based on your browsing and shopping history, ads are targeted at you. Seeing an
advertisement of a product that you added to the cart is just another aspect of this
concept. These remarketing advertisements can be scheduled on Google, Facebook,
Instagram, Youtube, Gmail, Pinterest, Linkedin and possible every platform.
Expert interview- Qualitative
Question- Could you briefly explain the process of running remarketing

advertisements, in terms of your brand?
Name Designation Comments

Ishan Bansal CEO, Inklik.com We identify visitors to our
website via pixel. Then run
remarketing ads for them via
Google / FB.

Jaya Sharma CEO, I Love Free Software By adding cookies to the
user’s browser
Manoj Negi Digital Marketing & Lead I target those users who
Gen. Specialist, MDIS visited my specific pages.
Singapore
Table 1: Expert Interview on Remarketing
=
Question- Which all platforms do you use for remarketing ads?

Ishan Bansal CEO, Inklik.com FB and Google
Jaya Sharma CEO, I Love Free Software Social media handles and
Google
Manoj Negi Digital Marketing & Lead Display network and FB
Gen. Specialist, MDIS
Singapore
Table 2: Expert Interview on Remarketing Platforms
Based on the expert interviews, remarketing can be defined as a concept to identify and
to target website users by using cookies or pixels These remarketing advertisements
are then shown on Google Display Network (A network of websites on which
advertisements are shown in collaboration with Google). and social media website,
mainly Facebook.
Source: Addictivity, 2016
4.1.2 Importance of Remarketing
Even though traditional marketing plays an important role in today’s digital world,
remarketing has proved to be more effective than the traditional methods. While the
traditional methods lead to a low conversion rate, remarketing advertisements have
increased the conversion rate from 8% to a massive 26%. Before remarketing actually
came into existence, around 96% consumers left the website without making the

purchase. Remarketing brought back a substantial amount of these consumers to the
website who eventually ended up purchasing a product. Also, most of the users forget
that they have added a product to their cart. Based on these remarketing
advertisements, the user can be shown these product in the form of ad. In this case,
these remarketing advertisements act as a reminisce of your website and brings them
back to their shopping cart.
A consumer generally researches on 2-3 other website before making a purchase.

During this process, if the are shown remarketing advertisements, it acts a constant
reminder to them and they might come back to your website.
Question- What is the purpose behind your brand’s remarketing activities? Is it to

engage customers, to raise brand awareness or for other reasons?

Ishan Bansal CEO, Inklik.com Most of the purchase
decisions are not completed
in first visit, so remarketing
helps in reminding
customers about a product
they have seen.
Jaya Sharma CEO, I Love Free Software To engage them and to keep
getting them back on the
website
Manoj Negi Digital Marketing & Lead
Gen. Specialist, MDIS Mainly Engagement.
Singapore
Table 3: Expert Interview on Purpose of Remarketing
Based on the expert interviews, remarketing gives marketers a chance to re-engage

with their website visitors and to bring them back on the website to complete their
purchase.
4.1.3 Current Scenario of Remarketing
Remarketing uses a consumer’s personal data to target ads at them but with the
growing need of data being protected, marketers need to ideate ways to target to
consumers without misusing a consumer’s personal data. A nine-member committee of
experts by Union government stated that ‘While data can be put of beneficial use, the
unregulated and arbitrary use of data, especially personal data, has raised concerns
regarding the privacy and autonomy of an individual.” (Deka, 2018). Of course with the
unprecedented use of data has made 83% indian consumers concerned about the
protection of their personal data online.
Consumers want a personalised experience but at the same time they also want their
personal data to be protected. It truly is the end of privacy as social media giants
Facebook and Whatsapp have completely changed the ball game. Facebook has 250
million active Indian users and information of all these users is saved by Facebook in a

form of a profile. Facebook allegedly sold this data to advertisers for them to influence
consumers to purchase their products.
Question- How can the current remarketing activities be improved?

Ishan Bansal CEO, Inklik.com By giving the consumers an
option to opt-in/opt of
remarketing
Jaya Sharma CEO, I Love Free Software The design can be improved
to attract more consumers
Gen. Specialist, MDIS Try various ad styles
Singapore
Table 4: Expert Interview on Improvement of Remarketing Activities
Question- Do you think there are other measures that can be used instead of
remarketing? If yes, could you please elaborate.

Ishan Bansal CEO, Inklik.com Email Marketing/Website
notifications
Jaya Sharma CEO, I Love Free Software Remarketing has proved to
be more effective than any of
our marketing tool
Gen. Specialist, MDIS Don’t think so
Singapore
Table 5: Expert Interview on Alternatives of Remarketing
Considering the crucial analysis of this report, these questions are of utmost
importance. The questions mentioned above provide a way to understand the
loopholes in current remarketing techniques and how marketers and advertisers can
work on improving them. Remarketing has proved to be effective over the years, but it
also has a few key areas which can be worked upon. Instead of working on
advertisements that follow users on every device, a subtle process of email marketing
or website notifications can be implemented. In order to eliminate the simple look of an
remarketing ad, marketers can experiment with various design templates. These
remarketing ads use a consumer’s personal information to track them and to target
them with specific advertisements. Consumers can be given an option to opt out of
these remarketing advertisements, if they want to.
The second research objective has been analyzed with the help of secondary data.

4.2.1 Consumer Privacy
Every person has a different opinion and definition about consumer privacy while some
define it as a state of being alone and not being disturbed by anyone for others it is a
state maintaining the autonomy of an individual. It refers to safeguarding the personal
information of the consumer and controlling how this personal information is used. This
personal information refers to email address, location, medical records, financial and
bank details and so on. As we are moving towards a digital India with lightning speed,
the issue of consumer privacy is at risk.
Question- What all information do you use to remarket to audiences?

Ishan Bansal CEO, Inklik.com Just the fact that they have
visited the website
Jaya Sharma CEO, I Love Free Software Name, email address,
preferences, interests
Gen. Specialist, MDIS Phone number of users
Singapore
Table 6: Expert Interview on Information Usage
Based on the expert interviews, it can be said that there are marketers who maintain a
gap between privacy and invading personal space. However, the number of marketers
who have filled this gap are outnumbered.
4.2.2 Consumer Privacy Breach In Terms of Remarketing
The main reason behind breach of consumer privacy is the ever-evolving need to offer
personalised services by marketers. Once a consumer visits a website, ever since then
he is under the company’s radar and his every move is tracked from there on. For a
modern consumer of the digital world, having a control over his online privacy is of
utmost importance. Remarketing advertisements were started to offer a personalised
and targeted experience to the users who leave the website without making a purchase.
Even though these advertisements are able to deliver a well targeted view but these
advertisements have also raised serious consumer privacy concerns. Remarketing ads
are based on tracking a user’s digital footstep. It required adding a cookie or a
remarketing tag on the user’s browser without their knowledge and there in every
move of the user is carefully tracked by the marketer and advertisers.
If that was not enough, these marketers and advertisers gain access a consumer’s
personal data by buying consumer data from data brokers and by making associations

with social media handles, specially Facebook and Whatsapp. These social media
handles have also been accused of misusing their user’s personal data to influence their
decisions whether that is related to online buying or political parties. If even a small
trace of a user’s personal and sensitive information is available online whether that is
on social media or mobile apps, it can be accessed by marketers, advertisers, social
media firms and even by any random user sitting in another country.
Question- Is you audience aware about this usage of information?

Ishan Bansal CEO, Inklik.com Yes
Jaya Sharma CEO, I Love Free Software Yes, somewhat
Digital Marketing & Lead
Manoj Negi Gen. Specialist, MDIS No
Singapore
Table 7: Expert Interview on Awarness about Data Usage
Question- What all measures to take to ensure consumer privacy is maintained??

Ishan Bansal CEO, Inklik.com Data is not sold to third
parties
Jaya Sharma CEO, I Love Free Software A strong firewall
Manoj Negi Digital Marketing & Lead If you are targeting web
Gen. Specialist, MDIS traffic users then no need to
Singapore worry on it, I feel.
Table 8: Expert Interview on measures to protect data
Based on the expert interviews, it can be said that there are marketers who inform their
consumers when their personal information is at stake and maintain transparency in
this whole process. Some resort to a strong security system to protect their database
from hackers and malwares. It can be concluded that there is a set of marketers who do
not consider these remarketing advertisements a process of privacy breach and have
not informed their users about the information they have stored about them.
4.2.3 Future Prospects
Analyzing the current scenario, privacy might become a luxury in the coming years.
Consumers don’t read the privacy policy and simply agree to all the terms and
conditions posed by the companies. The marketers use this opportunity to exploit
consumer data and in turn use it to influence their buying decisions. In India, there is no
such law that stops this condemnation of data. The only turn in events will come in May
0281 when General Data Protection Regulation (GDPR) Rules will be implemented by
European Union (EU). This rule will be valid in 28 member states of EU (Roy, 2018). It is
a step towards reshaping the approach towards data privacy. According to the
provisions of GDPR, business will have to protect the personal data of all citizens of EU

member states and strictly prohibits exporting personal data such as name, address, ID
number, IP address, cookie data, biometric data, health data and much more (Deka,
2018). If not elimination, this might lead to a reduction in data privacy breach by
marketers and advertisers.
Question- Do you think ad blockers pose threat to remarketing ads?

Ishan Bansal CEO, Inklik.com No
Jaya Sharma CEO, I Love Free Software No
Manoj Negi Digital Marketing & Lead Gen. Specialist,
No
MDIS Singapore
Table 9: Expert Interview on ad blocker usage
Question- Do such practices raise privacy concerns in consumers?

Ishan Bansal CEO, Inklik.com Yes
Jaya Sharma CEO, I Love Free Software Yes
Manoj Negi Digital Marketing & Lead Gen. No
Specialist, MDIS Singapore
Table 10: Expert Interview on privacy concerns
Based on the expert interviews, it can be concluded that even though these practices
raise privacy concerns in consumers, consumers have not done much about it. They
have not downloaded ad blockers to stop these advertisements from popping up on
their window everytime they use the internet.
This section presents analysis and findings of the study as set out in the research
methodology. The results presented were on implications of consumer privacy breach
due to remarketing activities by marketers. The objectives of the study were; to gain in-
depth knowledge about the term remarketing and to determine its effectiveness on
reach and conversions; to explore the issue of consumer privacy breach and to
determine the extent of this breach and to analyze the impact of remarketing activities
on consumer buying behaviour through recall. The study targeted 200 respondents
between the age group of 18-40 years, both male as well female. The chapter outlines
the demographic information of the respondents and the data findings and analysis

based on the above mentioned objectives. These findings are presented with the help of
various graphs along with appropriate explanation thereafter.
4.3.1 Pilot Study
A pilot study was conducted to understand the realms of this research and to evaluate
the feasibility of the research objectives for this project. A total of 89 respondents
participated in the survey to give their unbiased opinion about remarketing. These
respondents were taken from based on the sample that will be picked for the final
questionnaire. To further testify the results of the Pilot study, a reliability test was
conducted.
Figure : Reliability Test

Source: Self-curated (Based on Pilot Study Questionnaire)
As the value of Cronbach’s Alpha is 0.82, the data is completely reliable. Some of the
findings of the pilot study are listed below. Graph 4 explores the main concept of
remarketing advertisements. Respondents were asked whether they have seen
advertisements of a particular website after they have visited it? 66% respondents
responded with ‘Yes’ while 24% respondents said that they come across these
advertisements sometimes. Only 9% respondents have never seen these
advertisements.
Graph 6 : Awareness About remarketing ads

Delving deeper into the concept of remarketing, the respondents were asked why they
don’t buy the product even after these personalized and targeted advertisements. 18%
respondents found these advertisements cheap or poorly designed. Another 18%
respondents said that these advertisements provide no value to them. Out of the
remaining respondents, 26% respondents didn’t find these advertisements relevant to
them. 37% respondents were irritated due to frequency of the same advertisement

shown to them again and again. The remaining respondents shared that they are not
interested in these advertisements at all.
Graph 7: Effect of remarketing ads on Graph 8: Reasons for not buying

buying decision products
Source: Self-curated Source: Self-Curated
The below graphs are aimed at analyzing consumer perception about remarketing
advertisements. Firstly, an analysis has been done related to how consumers feel about
remarketing advertisements that they all always prone to on their laptop, phone and
tablet. Taking half the share, 50% respondents find these advertisements creepy or
annoying followed by 23% respondents who have no opinion about the concept of
remarketing. Overall, 27% respondents have a positive impact due to these remarketing
activities. Out of these 27% respondents, 13% respondents appreciate the personalized
experience by marketers followed by 13% people who find these ads to be helpful
sometimes.
Graph 9 : Impact of ads that appear on every device


Respondents were asked whether they consider remarketing advertisements an
invasion of their privacy and personal space. Graph 6 shows segmentation of this
question in three parts. 48.8% respondents consider that these remarketing ads lead to
consumer privacy breach. 9.3% respondents feel that these remarketing ads only
invade their privacy sometimes. 41.9% respondents support the concept of remarketing
and said a no to these questions.
Graph 10: Invasion of privacy by remarketing ads

4.3.2 DATA ANALYSIS

4.3.2.1 Questionnaire analysis
Demographics
The survey was first aimed at understanding the respondent’s personal profile with
regard to their education, age group and monthly income. The demographic information
points out the suitability of the respondents in finding out the effect of remarketing
activities on consumer buying behavior. Most of the respondents were between the age
group of 18-25 years old and are frequent online shoppers.
H1: Showing the same ad repeatedly (more 10 times) has a negative effect on
consumers
Question 1: On a scale of 1 to 5, I am willing to buy the product if I am shown the

same ad more than 10 times.
Value Frequency Percent Valid Percent Cum Percent

1 11 5.02 5.07 5.07
2 25 11.42 11.52 16.59
3 46 21.00 21.20 37.79
4 78 35.62 35.94 73.73
5 57 26.03 26.27 100.00

. 2 0.91 Missing
Total 219 100.0 100.0
Table 11: Frequency of consumers willing to buy from remarketing ads
Graph 11: Consumer willing to buy from remarketing ads
Question 2: On a scale of 1 to 5, how irritated do you feel when you see the same
advertisement more than 10 times?
1 10 4.57 4.57 4.57

2 8 3.65 3.65 8.22
3 34 15.53 15.53 23.74
4 64 29.22 29.22 52.97
5 103 47.03 47.03 100.00
Total 219 100.0 100.0
Table 12: Frequency of irritation due to remarketing ads
Graph 12: Irritation due to remarketing ads

Correlations age Attracted
buy Pearson Correlation 1.00 -0.10
Sig. (2-tailed) 0.136
N 219 217
attracted Pearson Correlation 0.60 1.00
Sig. (2-tailed) 0.000
N 217 217
Table 13: Correlation Test on H1
Interpret results- In order to understand consumer’s perception about advertisements

that pop on every device repeatedly, a correlation test was conducted between these
two variables. In these results, the bivariate correlation between buying behaviour and
irritation due to remarketing ads is -0.10. Even though there is a very weak correlation
between these two variables, we can neither accept nor reject the hypothesis as based
on secondary data and personal interviews with consumers, showing the same
remarketing ads repeatedly has a negative effect on consumer’s buying behaviour.
effect on consumers.
H2: Consumers have stopped buying from websites that use their personal
information to show them ads.
Question 1: How often do you see online advertisements of products that you
have left in your cart?
1. Always 2. Sometimes 3.Never

1 103 47.03 48.13 48.13
2 87 39.73 40.65 88.79
3 24 10.96 11.21 100.0
. 5 2.28 Missing
Total 219 100.0 100.0
Table 14: Frequency of remarketing ads seen
Graph 13: Users who see remarketing ads

Question 2: On a scale of 1 to 5, where 1 means strongly disagree and 5 means
strongly agree, rate- I have stopped buying from websites that use my personal
information to show ads.

1 65 29.68 29.95 29.95
2 31 14.16 14.29 44.24
3 77 35.16 35.48 79.72
4 27 12.33 12.44 92.17
5 17 7.76 7.83 100.00
. 2 0.91 Missing
Total 219 100.0 100.0
Table 15: Frequency of users who have stopped buying
See_ads Mean N Std.

Deviation
stopped 1 2.43 103.00 1.27
2 2.80 87.00 1.17
3 1.88 24.00 1.19
Table 16: Means of users who see ads vs. who have stopped buying
Graph 14: Users have stopped visiting websites that use their information
Sum of Squares df Mean F Sig.

Square
buy Between Groups 17.92 2 8.96 0.003
Within Groups 315.51 211 1.50
Total 333.43 213
Table 17: Anova Test on H3
Interpret Results- The ANOVA test showed a significance value of 0.003. As 0.003 is
less than 0.05, this means the result is significant. Calculation of mean helped to
understand that consumers who see these remarketing advertisements have stopped
buying from websites that show them these remarketing advertisements based on their
personal information.

H2: Consumers have stopped buying from websites that use their personal
information to show them ads- Accepted
Question: What is the effect of personalised ads on your buying decision?

1. I click on these ads to complete my purchase 2. I click on these ads when they
show special offer/promotions 3. Ignored/Not interested 4. Stopped buying from
these websites.
Value Frequency Percent Valid Percent Cum

Percent
1 26 11.87 11.87 11.87
2 148 67.58 67.58 79.45
3 35 15.98 15.98 95.43
4 10 4.57 4.57 100.00
Total 219 100.0 100.0
Table 18: Frequency of effect of remarketing ads
Graph 15: Effect of Remarketing Ads
Interpret Results- Graph 15 helps to understand the effect of remarketing

advertisements on consumers. Consumers buy products from remarketing
advertisements when they show special offers/promotions.
Question: On a scale of 1 to 5, where 1 means strongly disagree and 5 means

strongly agree, rate- I am happy to provide my information for a perosnalised
experience.

1 62 28.31 28.57 28.57
2 46 21.00 21.20 49.77
3 71 32.42 32.72 82.49
4 32 14.61 14.75 96.24
5 6 2.74 2.76 100.00
. 2 0.91 Missing
Total 219 100.0 100.0
Table 19: Frequency of users who are happy to provide their information
Graph 16: Users who are happy to provide their information
Interpret Results- Many respondents have opted for rating 1 and 2 when they were
asked whether they are happy to provide their information for a personalized
experience. From Graph 17, it can concluded that not many users are happy to provide
their personal information for a personalized experience.
Question : On a scale of 1 to 5, where 1 means strongly disagree and 5 means

strongly agree, rate- I should be allowed to delete my information from a
marketers’ database.

1 11 5.02 5.07 5.07
2 20 9.13 9.22 14.29
3 53 24.20 24.42 38.71
4 81 23.74 23.96 62.67
5 2 36.99 37.33 100.00
. 2 0.91 Missing
Total 219 100.0 100.0
Table 20: Frequency of users who want to delete their data online

Graph 17: Users who want to delete their data online
Interpret Results- Many respondents have opted for rating 4 and 5 when they were
asked whether they want to delete their data available online. From Graph 18, it can
concluded that users are keen to delete their information from a marketer’s database.
SUMMARY: The secondary and primary data gathered has helped in gaining meaningful
insights relevant to this study. Each of the research objectives undertaken for the purpose
of this research, have been studied in details to identify issues in current remarketing ads.
Based on these results, the researcher has drafted a summary, recommendations and
conclusion in the last chapter of this research report.

CHAPTER 5 – SUMMARY AND CONCLUSION
This chapter leaves the reader with summary of the entire research after extensive readings,
review and analysis of data collected through secondary and primary sources. These have been
based on the understanding of the target market in the study and the links that emerged while
doing analysis. The researcher discusses all the stages of the business plan in depth. This chapter
also lays the foundation of all the verticals required in launching baby spa as a brand in the
market.
5.1 CONCLUSION
5.1.1 Research Objective 1- To gain an in-depth understanding of the term

‘remarketing’ and it’s implications.
Remarketing is a technique for that works on gathering data about a client so

advertisements that are particularly important to that individual appear in their
browser or social media handles. When executed correctly, the process collects
information about your potential clients, their interests, what they need, what they hate,
the sites they visit or which items they need. A major objective of remarketing is to fully
comprehend who is visiting the website so that advertisements can be tweaked
according to them. Remarketing has become an integral part of the marketing game and
results in numerous conversions. It is an effective tool as the conversion rate has
increased from 8% to 26%, which is more than 3x (Wishpond, 2014). These
remarketing advertisements on based on tracking the website users and then targeting
them with personalized advertisements. This method has proved effective as
consumers click on the advertisement and come back to the website to complete their
product purchase. Remarketing is a concept that intrigues a client due to the
personalised and an enhanced user experience. Advertisers bet on this concept since
clients will be more occupied with personalised online ads than other online ads.
Cookies, web trackers or other advanced technologies are set onto clients' hard drives
to assemble information about electronic shopping, online inquiries, page visits and
more.
Interestingly, these users are more attracted towards remarketing advertisements

when they show a price drop or a special offer especially for them. There are people
who love the personalized experience and find these advertisements helpful sometimes.
Therefore, there is a definite scope to improve the current remarketing advertisements
that have captured the whole internet in their fist.
5.1.2 Research Objective 2- To explore the issue of consumer privacy breach in

There are many websites which inform the consumers about their usage of cookie, but
to what extent, is something that is hidden from the consumer. There are other
companies as well which gather a consumer’s personal data without their knowledge.
Clearly, web browsing and shopping history is the data that is in abundance when these
cookies are activated but it doesn’t stop there. Marketers and Advertisers utilize a mix
of non-web conduct and information to concoct well-strategized advertisement

placements. Besides a consumer’s offline purchase behavior, daily habits, few other
attributes are also captured. These attributes include tracking buyer behaviour on their
cell phones, geographic data and history with the help of IP address and social media
activities. When every one of the information is assembled, marketers can draft an exact
picture to sort this user into a specific targeting group. When the client comes back to
the site or another site in that system utilizing a similar program, the site can show
advertisements pertinent to that particular web user. Rather than arbitrary
advertisements showing up, the shopper's past practices are analyzed for more targeted
and efficient advertisements.
Besides this breach of trust, every trace of information available online can be accessed
by any random individual sitting in any country. Due to the current Aadhaar and
Facebook Fiasco, consumers are more aware and concerned about their online data
privacy than ever. Consumers are concerned about their privacy when it comes to
remarketing but if the marketers are able to instill confidence in the consumers about
safety of their personal data, their conversions can increase by many folds.
Based on expert interviews, it can be concluded that there are certain marketers who
are using consumer’s personal information without informing them and they do not
consider this practice a breach of their privacy. However, there is a sign of hope as some
marketers still believe in fair practices and inform their consumers about usage of their
personal data.
5.1.3 Research Objective 3- To analyse the impact of remarketing on consumer

buying behaviours
The study established that the impact of consumer buying behavior is determined by
how consumers perceive these remarketing advertisements. Consumers want these
remarketing advertisements only if they provide value to them and enhance their
shopping experience. The effect of these remarketing advertisements can be further
increased if the marketers take care of their consumers concern related to privacy and
other issues.
H1 Showing the same ad repeatedly (more than 10 times) has a negative effect on
consumers was tested with the help of Bivariate correlation and the result can neither
be accepted nor rejected. The correlation value is -0.10 which is a very weak correlation
but based on the primary(personal interviews with customers) and the secondary
research, we cannot completely reject this hypothesis. H2 Consumers have stopped
buying from websites that use their personal information to show them ads. Was testes
with the help of Anova and the result was significant with a value of 0.003 which is less
than 0.05 that means advertisements based on a consumer’s personal information such
as remarketing advertisements probe a user to stop buying from that particular
website. This shows that consumers have privacy concerns related to remarketing
advertisements.
5.2 RECOMMENDATIONS
Today, consumers are demanding for personalized advertisements but not at the cost of
their privacy invasion. Marketers should keep this thought in mind while planning

remarketing activities for their brands. One of the major reasons for these ads not being
able to grab conversions is because they look cheap. Marketers should work on
improving the aesthetic appeal of these advertisements. Furthermore, consumers
should be clearly informed what all attributes of their personal data will be used and for
what cause. Besides a personalized experience, these advertisements should be able to
deliver value to a customer. The frequency of the remarketing advertisements should
also be taken care of. If a consumer sees the same advertisement for the 10th time, he is
bound to get annoyed. The times of showing the remarketing advertisement also plays
an important role. If the consumer is shown the remarketing advertisement after he has
made the purchase, it will be not relevant for him.
One of the core questions behind this research was to find out the implications of
consumer privacy breach due to remarketing. The ability to provide personalized
experience through remarketing advertisements is a boon for the marketers but like all
other things, it has also has a negative side attached to it. On one side of this thread are
consumers and on the other side are marketers. A balance should be made so that both
entities enjoy the benefits of remarketing equally. There are consumers who appreciate
marketer’s efforts for providing them with well targeted advertisements but for others,
frequency and timing of the advertisements becomes a challenge. In conclusion, with
remarketing, marketers can reach out to 96% of site visitors who leave the website
without making a purchase and if targeted properly, these percent of visitors can easily
be regained. For this to happen, a well planned and a coherent remarketing strategy is
required which does not exploit a consumer’s privacy while at the same time it reaches
the required objective of getting conversions.
In today’s fast-paced world, consumers more aware about their data usage than ever.
For consumers who have little knowledge about this scenario are eager to learn what all
information is being used and for what activity. Facebook and Google have changed
their privacy settings to allow users to view their personal information that is being
stored by these social giants. This personal information includes the advertisements
seen by a user, ads that he has interacted with, his preference, interests, social activity,
geo-location, shopping and browsing history. Google is not selling this personal
information to marketing and advertising companies, but Facebook sure is.
Instead of just viewing what data is available with a particular marketer, users should
be allowed to delete to delete their personal information whenever they want. Each
marketing firm should clearly mention their privacy policies and have a platform where
in the users can access their personal information and delete sensitive information.
Many marketing companies just notify the consumes that their website uses cookies,
however there is a huge chunk of online audience who do not understand the hidden
structure of cookies. A marketer should promptly mention the meaning of cookie, what
all information is gathered, what all information is used and the user should be notified
whenever his information is being used. The marketers and advertisers should work
towards making this a transparent process.
Even if marketers follow the above steps, protecting one’s personal information greatly
depends on the efforts of the consumer as well. We all have a habit to ‘Agree and
Continue’ on all websites without understanding the repercussions. This was one of the

loophole of the Facebook-Cambridge Analytica Scam as well. Users contuined to the app
by clicking ‘agree’ and without reading the privacy policies which clearly mentioned
that data of their friends might also be collected.
SUMMARY: A synopsis of all the data collected, analyzed and discussed as a part of the
research – this chapter provides summary for future progress in terms of the topic chosen
to study the implications of consumer privacy breach in terms of remarketing. This
chapter also provides recommendations that can be followed to eliminate consumer
privacy breach in today’s digital world.

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ANNEXURE
Annexure 1 – Questionnaire
I am conducting a survey to understand consumer perception about remarketing. We all

have witnessed ads that pop up on our laptop, mobile phone, tablets after visiting a
website. The survey is for educational purposes only. No data will be misused.
Q1. What age group do you fall in?

● Below 18 years
● 18-25 years
● 25-32 years
● 32-40 years
● Above 40 years
Q2. What is your education?

● Student
● Graduation
● Masters
● Doctorate
Q3. What is your monthly family income?

● Less than ₹50000
● ₹50,000 - ₹100,000
● ₹150,000 - ₹200,000
● More than ₹200,000
Q4. What is your marital status?

● Single
● Married
● Other
Q5. What is your profession?

● Working Professional
● Business Owner
● Self employed/ Freelancer
● Student
Q6. How often do you provide your information online while browsing online?
● Always
● Sometimes
● Never
Q7. How often do you visit a website, add products to the cart and leave without making
a purchase?
● 2-3 times a week
● Once a week

● Every 15 days
● Once a month
● Never
Q8. How often do you see online advertisements of the products that you have left in
your cart?
● Always
● Sometimes
● Never
Q9. What is the effect of personalised advertisements on your buying decision?

● I click on the advertisements of the product that I have left in the cart to
complete my purchase
● I click on these advertisements when they show special offer/promotions
● Ignored/Not interested
● Stopped buying from the website
Q10. After clicking on personalised advertisements, how often do you leave the website
without buying the product?
● Always
● Often
● Sometimes
● Never
Q11. What is the major reason for not buying the product even after you see these
personalised advertisements?
● Product/ad looks cheap
● Provides no value to me
● Not relevant to my purchase
● Irritated due to the frequency of the advertisements
● Not interested in these advertisements
● I do click on these advertisements to complete my purchase
● Other
Q12. On a scale of 1 to 5, how irritated do you feel when you see the same
Least 1 2 3 4 5 Most
Q13. On a scale of 1 to 5, I am willing to buy the product if I am shown the same

Q14. On a scale of 1 to 5, I am more attracted towards personalised advertisements than

generic online ads?

Q15. What do you feel about personalised advertisements that follow you on every
device?
● Appreciate the personalised experience
● Find them irritating
● Helpful sometimes
● Needs to stop
● Find them creepy/intrusive
Q16. On a scale of 1 to 5, where 1 means strongly disagree and 5 means strongly agree,
rate the following questions-
1
S.n 5 (Strongly
Parameters (Strongly 2 3 4
o Agree)
Disagree)
I am aware that my
1 personal data is being
used by marketers
I should be informed
when and how my
2
information is being
used
It concerns me when
3 a marketer uses my
personal information
I should be allowed to
delete my
4
information from a
marketer's database
I have stopped buying
from websites that
5
use my personal
information
I am happy to provide
my information for a
6
personalised and
better experience
Q17. On a scale of 1 to 5, would you be interested in such personalised ads and do you
think it is a good practice?
Least Highly
1 2 3 4 5
Interested Interested

Annexure 2 – Expert Interview
Details of Expert Interviews conducted for Primary Research are mentioned below.
Ishan Bansal
CEO, Inklik.com
15 years of experience
Ishan Bansal is Google Adwords Certified Digital

Marketer and has 15 years of experience in SEO, PPC,
SMO, Technology, Content Writing, and more. He has
experience in managing some very difficult projects in
Digital Marketing. He has good experience in working
with WordPress, Magento, Shopify, Joomla, and other
popular CMS. He loves to learn new things and keep
himself up to date with latest digital marketing trends
and practices. He currently runs a successful digital
marketing firm , Inklik.com with clients like Coirfit
Mattress, Puneet Gupta Invitations, Lu Han, UR mobile,
etc.
Jaya Sharma
CEO, I Love Free Software
Jaya Sharma has over 15 years of IT, SEO, SMO, and Content
Writing Experience. With tremendous experience in team
management, she is able to coordinate day to day activities of
her entire organization. She is the CEO of I Love Free Software,
a website which presents the best free softwares available
online. She started this website 10 years ago, when she was in
Dallas, USA and has carried her passion for writing even after
moving back to New Delhi, India.
Manoj Negi
Digital Marketing & Lead Gen. Specialist, MDIS Singapore
Manoj Negi an entrepreneur with 9 years of experience in

the IT & Digital Marketing industry. He is a Certified Google
Expert with robust knowledge on SEO, IT Sales, PPC
Management, Linkedin Advertising, Yahoo Adwords,
Facebook Advertising, and other digital platforms. His
years of experience in the IT/Digital Marketing domain has
given him the understanding of how to make strategies
from online Advertisement to sales conversion and after
that how to maintain the customer retention and produce
more revenue from the existing customer/data.

Questions asked to the above mentioned experts-
1. Do you do remarketing activities?

2. Could you briefly explain the process of running remarketing advertisements, in
terms of your brand?
3. What is the purpose behind your brand’s remarketing activities? Is it to engage
customers, to raise brand awareness or for other reasons?
4. Which all platforms do you use for remarketing activities?
5. What is the effect of your remarketing activities on consumer buying behaviour?
How positive is the response from consumers?
6. How much has your conversion rate increased due to remarketing
advertisements?
7. What all information do you use to remarket to your audience?
8. Is your audience aware about this usage of information?
9. What all measures do you take to ensure consumer privacy is maintained?
10. Do you think ad blockers pose threat to these remarketing ads?
11. Do such practise raise consumer privacy concerns in consumer?
12. How can the current remarketing activities be improved?
13. Do you think there are other measures that can be used instead of remarketing?
If yes, could you please elaborate.
14. Are you willing to provide a platform to your users where they can see and
delete some of their personal information?

Annexure 3 – Work Log For NDTV Bandbaajaa

Annexure 4- Paper Presentation At International Conference On Technology For
Education, Training And Business
A joint conference ‘ICTETB 18’ organised by ARSEAM Foundation, New Delhi, India and
School of Education, Noida International University, G.B. Nagar, U.P. India with the
theme “Technology for Education, Training and Business”. The event provided a
common platform to the Academicians, Research Scholars, Students, Industrialists,
Professionals and Practitioners for the exchange of ideas, practical experiences and
insights into the evolution, formulation and implementation of technological
advancement in education, training and learning to meet the changing environment of
academics and business. It paved the way to conduct more significant and fruitful
research. The objective of the conference was to encourage and foster discussions
among teachers, practitioners, policymakers, and those who are interested in the
application of technology for education, training and business.

Welcoming 50 delegates from all over the country, the conference was an experiential
one for me. It was an interactive platform for a healthy exchange of ideas and concepts
explored by various curious heads. The experts and delegates touched upon Modern
data concepts like technology in art, expansion of education sector and creative
marketing. I was a part of this didactic session as a delegate who was exploring the
realms of consumer privacy in terms of digital marketing by e-commerce companies.

Annexure 5- Infographic

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A STUDY ON CONSUMER PRIVACY BREACH

Name – Sakshi Gupta

2 | Page Sakshi Gupta | DFMRM140476

3 | Page Sakshi Gupta | DFMRM140476

4 | Page Sakshi Gupta | DFMRM140476

A brand should follow transparency and ensure support to their consumers. If a

5 | Page Sakshi Gupta | DFMRM140476

CHAPTER 1 – INTRODUCTION 15-20

CHAPTER 2 – LITERATURE REVIEW 21-61

6 | Page Sakshi Gupta | DFMRM140476

2.2 CONSUMER PRIVACY 33-41

2.3 CONSUMER PRIVACY BREACH : A GROWING PARADIGM 41-53

2.4 CASE STUDY: NDTV BANDBAAJAA 54-58

2.5 CONSUMER BEHAVIOUR 58-61

7 | Page Sakshi Gupta | DFMRM140476

CHAPTER 4 – FINDINGS AND ANALYSIS 70-85

4.3 Analysis for Research Objective 3 76-86

4.3.1 Pilot Study 77-79

4.3.2 Data Analysis 79-85

4.3.2.1 Questionnaire Analysis 79-85

8 | Page Sakshi Gupta | DFMRM140476

5.1.2 Research Objective 2- To explore the issue of consumer privacy

5.1.3 Research Objective 3- To analyze consumer buying behaviour in

Chart No. Page No.

Chart 1: The Vicious Circle Of Consumer Privacy Breach 16

Chart 2: Research Methodology 18

Chart 3: Literature Review Flowchart 21

Chart 4: Digital Marketing Strategies Covered 23

Chart 5: Types Of Remarketing 29

Chart 6: Global Policies To Protect Consumer Privacy 35

Chart 7: Tools to Protect Online Consumer Privacy 52

Chart 8: Research Model 63

Chart 9: Sources of Secondary Data 64

Chart 10: Research Planning for RO1 and RO2 65

Chart 11: Research Planning for RO3 66

Chart 12: Research Planning for RO4 68

10 | Page Sakshi Gupta | DFMRM140476

Table No. Page No.

Table 1: Expert Interview on Remarketing 71

Table 2: Expert Interview on Remarketing Platforms 71

Table 3: Expert Interview on Purpose of Remarketing 72

Table 5: Expert Interview on Alternatives of Remarketing 73

Table 6: Expert Interview on Information Usage 74

Table 7: Expert Interview on Awareness about Data Usage 75

Table 8: Expert Interview on Measures To Protect Data 75

Table 9: Expert Interview on Ad Blockers Usage 76

Table 10: Expert Interview on Privacy Concerns 76

Table 12: Frequency Of irritation due to remarketing ads 79

Table 13: Correlation Test On H1 80

Table 14: Frequency Of remarketing ads seen 80

Table 15: Frequency of users who have stopped buying 81

Table 17: Anova Test on H2 81

Table 18: Frequency of effect of remarketing ads 82

11 | Page Sakshi Gupta | DFMRM140476

Graph No. Page No.

Graph 2: Awareness about HTTP Cookies 43

Graph 3: Impact On Purchasing After Seeing Personalised Ads 46

Graph 4: Reasons For Cart Abandonments 60

Graph 5: Reasons For Installing Ad Blockers 61

Graph 6: Awareness of Remarketing Ads 77

Graph 7: Effect of Remarketing Ads on Buying Decision 78

Graph 8: Reasons For Not Buying Products 78

Graph 9: Impact Of Ads That Appear On Every Device 78