SUMMER INTERNSHIP PROJECT REPORT

ON
A study on Digital and social Media Marketing Strategies related to Car
cleaning company
AT
Setmycar

SUBMITTED TO

DURGADEVI SARAF INSTITUTE OF MANAGEMENT STUDIES

In partial fulfilment of the academic requirements for the MMS Program

Submitted by
Ms. Pragati Sharma
20201128
(2020-22)

Under the guidance of

Industry Mentor
Mr. Abhay Pratap Singh

Faculty Mentor
Dr. Chandrashekhar Kaushik

1
 DECLARATION

This is to declare that the study presented by me to Durgadevi Saraf Institute of

Management Studies, in partial completion of the MMS under the title “A study
on Digital and social Media Marketing Strategies related to Car cleaning
company” had been done under the guidance of Dr. Chandrashekhar Kaushik &
Mr. Abhay Pratap Singh during June -August 2021.

Place: Mumbai Signature of The Student:

Date: Roll No.:20201128

2
 Certificate –Faculty Mentor

Certified that the project titled “A study on Digital and social Media Marketing
Strategies related to Car cleaning company” presented by Ms. Pragati Sharma -
20201128 represents her original work which was carried out by her at the
Durgadevi Saraf Institute of Management Studies under my guidance and
supervision during the period from June 2021 to August 2021.

Name of guide: Dr. Chandrashekhar Kaushik

Signature of Faculty guide: ______________________________

Date: ________________________________________

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 ACKNOWLEDGEMENT

The internship opportunity I had with Setmycar was a great chance for learning and
professional development. Therefore, I consider myself as a very lucky individual as I
was provided with an opportunity to be a part of it. I was also grateful for having a
chance to meet so many wonderful people and professionals who led her though this
internship period.
Bearing in mind previous I am using this opportunity to express my deepest gratitude
and special thanks to the Founder of Setmycar, Mr. Abhay Pratap Singh who in spite
of being extraordinarily busy with his duties, took time out to hear, guide and keep me
on the correct path and allowing me to carry out my project at their esteemed
organization and extending during the training.
It is my radiant sentiment to place on record my best regards, deepest sense of gratitude
to Dr. Chandrashekhar Kaushik, my faculty guide, for taking part in useful decisions
& giving necessary advices and able guidance and valuable suggestions, which helped
me in completing the project work, in time. I take immense pleasure in thanking Dr.
Babu, Director, Durgadevi Saraf Institute of Management Studies, for having permitted
me to carry out this project work.
I would thank my dear parents with all the gratitude and respect for their constant and
impeccable support throughout the summer internship course. Also, for having faith in
me to achieve the much-needed experience.
I express my deepest thanks to my colleague Mr. Prakash Sarda and many more for
their careful and precious guidance which were extremely valuable for my study both
theoretically and practically. There are many who I may have left out in the
acknowledgement, but whose co-operation no doubt went a long way in the project
completion.
I perceive as this opportunity as a big milestone in my career development. I will strive
to use gained skills and knowledge in the best possible way, and I will continue to work
on their improvement, in order to attain desired career objectives. Hope to continue
cooperation with all of you in the future,
Sincerely,

Ms. Pragati Sharma

20201128

4
 Table of Contents

Sr No. Topic Page No.

1 Executive Summary 6

2 Introduction 7-8
2.1 Background
2.2 Scope
2.3 Objectives

3 2. Literature Review 9 -13

4 3. Research Methodology 14
4.1 Secondary Data (sources of data)
4.2 Primary Data

5 4. Data Analysis 15 – 25
A. Primary Data
B. Secondary Data

6 Conclusions 26

7 6. Recommendations 27

8 Annexure 28 – 31

9 7. References 32 – 34

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 Executive Summary

This internship report “A study on Digital and social Media Marketing Strategies related
to Car cleaning company” focuses on the work experience researcher had gathered as
an Intern at Setmycar under Digital and Social Media marketing department. This
internship was of eight weeks starting from 25th June, 2021 to 23rd August, 2021. The
project report is based on the online survey and secondary research to understand the
project title, where different various findings came out.
Objective of the project was to understand significant association between various
variables that were important for a car washing company in order to create a better buyer
persona and find out the target audience and to know the digital and social media
strategies used by car wash companies to enhance business performance and reach.
The study was done on a B2C basis so the secondary data was gathered through 5 books,
10 internet articles, 10 research papers, 5 blogs and 5 other published materials while
the primary data was obtained through questionnaires given to respondents. Sample size
of 107 was collected with help of the questionnaire. The software that was used to
analyse the obtained data is SPSS.
Later on, for the analysis, which test to use for what type of data was identified. Tests
that were included in this study were One-way Anova, Crosstabulation along with Chi-
Square Tests. In data analysis, number of findings came out like if there are associations
between various variables used in the study that are important for a car washing
company. And the digital and social media strategies that are useful for car washing
businesses.
After analysing the data, we concluded that there are significant association between
various age groups and their social media platform preferences, between age and their
preferences on different car cleaning activities, and between cost of car wash and type
of car wash. We also found out how much time car owners spend on social media doing
their preferred activities. And in the end, we got to know few elements and important
steps that a car washing company needed to bring in action in order to maximize their
reach through digital and social media presence.
This study suggested that a consumer should go through a car washing company’s social
media presence before making a buying decision for that company’s product/services.
A consumer should also look for a flexible location for a car wash related services and
also protects car paint while washing.

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 Introduction

Background of the project

In this company, researcher had learnt the basic application of Digital and Social Media
marketing tools to bring onboard the prospects as a customer by presenting the services
company provides and thus converting the lead into a successful business for the
company.
• Building rapport with the prospect lead and understanding the requirement of the
lead.
• Providing the digital assistance as a solution to their need.
• Creating unique and easy services for cleaning a car.
• Development of marketing plans and initiatives to drive customer acquisition and
retention.

Using social media to enhance the business:

• Identifying factors responsible for getting attention of prospect on social media.
• Understanding the requirement of prospects.
• Creating interactive and solution providing posts.
• Creating buyer personas to improve the performance of the business.
• Providing a feedback platform to prospects for instant resolutions.

Scope
This research helps to understand the concept of Digital and Social Media Marketing.
This will help the management of car washing companies to make informed decisions
on the future policies regarding sales promotion strategies.
• The research uses various statistical models to understand the use of different
types of strategies such as digital strategy and social media strategy.
• Ways to promote products or services of car washing companies through
internet.
• Strategies and methods of digital and social media marketing with advantages
and disadvantages.

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Objectives
• To study the association between various age groups of people and their
preferences for car cleaning activities.
• To study the association between various age groups of people and their ranking
preferences for social media platforms.
• To understand the association between car owners’ use of social media and time
spend by them per day on social media.
• To understand the association between respondents buying a product/service on
social networking sites and the influence of a brand’s social media presence in
purchasing decision.
• To Identify significant association between respondent preferring travelling by
a car and respondent having information about waterless car wash.
• To understand the association between the cost of car wash and the type of car
wash availed by a customer.
• To know digital and social media marketing strategies used by car wash
company.

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 Literature review

In special situations, special sorts of equipment are counselled for use so that you can
optimize content material and boom the go back on investment. It has been proven for
instance, that the ROI of electronic mail advertising and marketing is the highest. So,
whilst restricted budgets are present, groups must migrate to this because of the medium
for advertising and marketing. - (Suman, 2015)
In this study, we recounted that groups can in reality gain from Digital Marketing along
with seeking engine optimization (SEO), seek engine advertising and marketing (SEM),
content material advertising and marketing, influencer advertising and marketing,
content material automation, e-trade advertising, and marketing, marketing campaign
advertising and marketing, and social media advertising and marketing, social media
optimization, electronic mail direct advertising and marketing, show advertising, e-
books, optical disks and video games and are getting increasingly more not unusual
place in our advancing technology. - (Bala & Verma, 2018)
Online marketing is leveraging the unique capabilities of new interactive media to
create a new form of interactions and transactions between consumers and marketers.
Also, it can be considered as an innovative way of marketing in the digital marketplace
which includes online advertising, online market research, online promotions, and
online pricing models. - (Chourasiya, 2017)
The marketing opportunities stem from introduction of this new, virtual space is the
next focal point of concentration. The study continues with challenges, such as
problems of security, privacy, etc., emerged in the field of marketing from
implementation of virtual space produces. - (Bostanshirin, 2014)
Lately, introduction of various schemes and programs for promoting digitization in
India by government at reduced cost leads to substantial rise in number of internet users
in rural parts. Also, in-situ, availability of smartphones and internet data plans at
affordable rates were also few of the reasons behind digital push in rural India. This
opens a scope for marketers to tap this unexploited rural market and promote their
products via digital media. - (Bhuva & Vyas, 2020)
Social networking has influenced the way of using internet further, it has become a
medium to reach general masses. Businesses are in rush to take advantages of increasing
internet usage, hence given rise to digital marketing. India being an emerging economy
and a largest market has huge potential to take advantages of fastest growing digital
marketing industry. This study will overview the scope and potential of digital
marketing in Indian market. - (Dar & Lakha, 2018)
Marketing, which is the core business activity of any business, has shifted from
traditional platforms to modern digital platforms. Digital marketing is being used in

9
different ways for marketing activities. Therefore, this research has focused on
understanding the growth of digital marketing in India and what are the current trends
in digital marketing. - (Kiradoo, 2017)
Content analyses of the email campaigns display that special strategies of format,
address, problem lines, links and interactivity are carried out to begin with appeal to
customers' interest after which inspire in addition interest. Interviews with 9 of the
twenty advertising executives who designed the campaigns pointed to managers'
motives to be used of the tactical alternatives. - (Ellis-Chadwick & Neil F.Doherty,
2012)
Digital marketing main growth comes from social media, people nowadays spend their
time on social media and that is a plus point for marketing, there are more than 82
million monthly active users for Facebook and in India it is expected that the nation will
have the world’s largest Facebook population by 2017. Day by day growing Digital
Market in India is an evident that the Digitization is taking place with a high speed. -
(Suginraj, 2017)
E- marketing is one of the most emerging technology in IT and E-Commerce sector. E-
marketing is also referred to as Internet marketing (IM), online marketing or web-
marketing, means using the internet to market and sell goods and services. - (Niharika
& Satinder, 2015)
Digital marketing is the avenue of electronic communication which is used by the
marketers to endorse the goods and the services towards the marketplace. The supreme
purpose of the digital marketing is concerned with consumers and allows the customers
to intermingle with the product by virtue of digital media. - (Sathya, 2015)
E-Marketing helps to find out the right audience to whom goods and services are to be
provided by the business organizations. It consists of all processes and activities with
the purposes of attracting, finding, winning and retaining customers. The scope of E-
Marketing is deemed to be broad in scope it does not only use to promote marketing
over the internet but also helps in marketing as well through e-mail and wireless media.
- (Mohan, 2017)
There are ample opportunities that are created every minute for the people. And when
we say digital marketing, then note that the future of digital marketing in India and the
scope of digital marketing in future is going to get brighter in the coming years. A
mobile phone has become the basic need for everyone. - (Srinivasulu & Dr. K Rajaiah,
2019)
Digital marketing is an attribute that is spreading rapidly in this era. Consumers and
organizations are keeners towards digital marketing rather than traditional marketing. -
(Malkar, Pawar-Hole, & Hole, 2020)
With the growth in the internet users and application since the last three decades,
organization have started shifting focus from offline marketing to online in reaching out

10
to more customers. Online marketing is therefore not seen by many scholars as another
form of promotional tools like advertising, personal selling, direct marketing among
others but seen as a powerful medium of implementing the various marketing tools
online to reach more targeted local and global audience. - (DHARMAPPA, 2018)
In marketing, strategy starts with understanding what the business wants to achieve, or
what problem it wants to solve. It then considers the context in which the business and
its competitors operates and outlines key ways in which the business and brand can gain
advantage and add value. In the early days of TV, when the medium was new and not
yet entirely understood, there were separate ‘TV planners’ who created a ‘TV strategy’
for the brand. Over time, this was incorporated into the overall marketing strategy (as it
should be). The same has happened with digital. - (Stokes, 2008)
The prediction of an explosion of online shopping became a marriage between
information technology experts and marketing professionals. Most would believe the
information technology researchers were studying the Internet technology and its
advantages, while the marketers were focused on the consumer’s use of the technology.
As technology advanced, more marketing activities emerged to market goods and
services via the Internet. - (II, Zack Jourdan, & W. Rhea Ingram , 2013)
Consumers say the top reasons they dislike online ads are that they slow down
webpages, appear over and over even if not relevant, and take up too much space on the
screen. Consumers say the top reasons they like online ads are that they introduce new
products, showcase relevant products, and keep apps/content free. - (Nanji, 2017)
Acquiring new customers is always more expensive than retaining the existing ones due
to the cost as well as time required for the initial stages of the marketing funnel. During
this time, it is even more difficult to acquire new customers since people are focusing
more only on the essentials and are following minimalism as a way of life. - (Apostolos,
2021)
You can’t go to the bank and deposit likes, views, retweets, viral explosions, social
media conversations or brand recognition. Bankers are extremely narrow-minded. They
won’t even accept vegetables grown in your backyard garden or bitcoin. They want real
money. You must insist on exactly the same thing from all media. Contrary to popular
belief, no media is different. No media gets a pass because it’s different. Don’t be
fooled. Be open-minded, creative and opportunistic, but always keep a watchful eye on
the bottom line. - (Phillips, 2020)
Presenters feel more confident presenting with a well-designed slide deck. Well-crafted
content, good preparation, and practice are the key factors of effective virtual
presentation. But the most important thing is keeping the attention of the audience
during the presentation. You have to appeal to their eyes, ears, and minds. The good
news is 75% of the presenters surveyed indicated that they would like to improve their
presentation skills. - (Taş, 2021)

11
Keeping up with today’s competition means more than just capturing yesterday’s basic
analytics. Today’s pathway to impact insights is driven by deep reflection on not just
industry, market and competition, but also prospective customers, their perspectives and
behaviours. The foundation to developing deeper understanding is acknowledging that
just as business-to-business (B2B) and business-to-consumer (B2C) transactions are
different, their marketing funnels are different and ultimately their key-performance
indicators (KPI) for website performance are different. - (Ohanians, 2021)
Understanding and learning about your audience aren’t enough; you’ll need to develop
a strategy based on that information to promote your brand effectively. Connecting to
your target audience is much like any other relationship, where you’ll need to put in
enough work and time to form a genuine and meaningful bond with them. If you want
to connect with your target audience, why not do it through affiliate marketing? By
working with affiliates who resonate with your brand and have the right audience, you
can be sure that your marketing efforts will reach those most likely interested in your
products or services. - (Cohen, 2021)
It is important to not only have a solid presence on the internet, but to have your website
built and optimized in such a way that potential customers are finding you and not your
competition. Once they do find your car wash, it’s important to utilize customers’
positive reviews and experiences to not only reinforce the search engine rankings that
you’ve achieved, but to spread your good reputation through other avenues of the
internet. - (Kam)
Coming up with an authentic social media brand is easier than you might think, Despite
the proliferation of social media platforms. In fact, many small businesses now make
coming up with a social media brand a key part of their overall marketing strategy. -
(Ken)
Experimenting on your main blog page can help drive deeper engagement with blog
content. Some experiments that we have seen drive clicks to blog articles or subject
pages include adding search, changing the order of subject icons, and testing page layout
to move content above the fold. After a prospect has engaged with your blog, lead
capture forms have many elements that can be tested and improved. Segmentation and
personalization strategies help marketing teams outperform their goals. Remember that
a marketing list is not a one-size-fits-all solution. - (Patel, 2019)
Running an experiment without a hypothesis is like starting a road trip just for the sake
of driving, without thinking about where you’re headed and why. You’ll inevitably end
up somewhere, but there’s a chance you might not have gained anything from the
experience. - (Rusonis, 2021)
Social media marketing is all about meeting your target audience and customers where
they are and as they socially interact with each other and your brand. While social media
marketing as a whole is incredibly valuable and beneficial to your business growth (as

12
you'll see in the following section), your strategy will differ based on which social
networks your audience spends their time on. - (Baker, 2020)
Automating your social media can be useful for developing a content plan, so you're
always prepared. However, it's important to note that social media automation tools
shouldn't be used in any dishonest or unethical way. Not only is that dishonest, but it
can also reduce your engagement rate. - (Riserbato, 2020)
If you've been a marketer for a while, you most likely know the basic facts about social
media marketing: It's cost-effective and it's a way to engage with your customers and
potential customers. All that sounds great, but you might be wondering what the data
actually says about social media use. After all, when operating on a limited budget, you
have to make sure every effort you're putting into marketing has a return that proves
their worth. - (Carmicheal, 2019)
When creating a social media marketing campaign, you should keep specific SMART
goals in mind to ensure your work is as effective as possible. Your business can improve
brand awareness through social media by posting your campaigns on a variety of
platforms. You can also use specific hashtags and provide followers with incentives for
sharing your content and tagging their friends. - (Baker, The Ultimate Guide to Social
Media Marketing Campaigns, 2019)
Social media is no longer an optional marketing channel -- it's a necessary one. But that
doesn't mean results are a given. When it comes to social media, you'll either have a lot
of success interacting with your customers, or you'll see little results -- and that depends
on the level of effort you put into it. - (Scott, 2020)
The social media landscape today is incredibly different than it was in 2019. Primarily,
the global pandemic of 2020 has meant that more people than ever are online in 2021.
More people than ever are on social media, and additionally, they're paying attention in
ways that are unprecedented, as suggested by an April 2020 Statista report, which
showed that global social media usage has increased by a whopping 44%. - (King, 2020)
An abandon cart email is an email sent to someone who adds your product to their cart
but does not continue to complete their purchase. In this instance, the customer
interacted with your website which is one channel. And then they will see
communication from your business through another channel which in this case is email.
This is considered omnichannel marketing approach. - (SHERMAN, 2021)
Automated email marketing can bring big results, but it’s not always the best option.
Here are a few of the times when automated emails can help you make the right
impression with your target audience. The key here is scale. If you’ve got thousands of
people in your sales pipeline, it’s impossible to write out individual emails for everyone
that signs up. (Patel N. )

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 Research Methodology

The methodology includes the overall research design, sampling procedure & finally
the analysis procedure. The methodology used in the study consist of sample survey
using primary & secondary data.
Primary data were obtained through questionnaires given to respondents while the
secondary data were gathered through Journal, books, articles, internet and other
published materials.

4.1 Collection of secondary data:

This data includes 10 internet articles, 10 research papers, 5 blogs, 5 books and 5 other
published materials in addition to business magazines or Google books.

4.2 Collection of primary data:

Structured questionnaires were distributed to respondents through e-mail, social media
platforms, etc. A sample size of 108 was chosen given that it is considered adequate and
representative.
A. Questionnaire:
The questionnaire is designed to translate information needed into a set of specific
question. The concepts used in the research study are translated into simple and clear
questions to obtain information from the respondent regarding these concepts.
B. Selection of sample size and target audience for data collection:
Sample Size: Sample of 108 people was taken into study, and their data was collected.
Sample Size used for study: 88 people are having a car out of 108. Hence, certain tests
are done on qualified sample of 88 people.
C. Software test used for analysis:
Software used to analyze the primary data collected through questionnaire is SPSS
(Statistical Package for the Social Sciences) and tests that are performed on primary
data using SPSS are One- way Anova, Crosstabulation and Chi-Square.

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 Data Analysis

Objective number 1 related hypothesis:

H0 (null hypothesis)- There is no association between different age groups and
their preference for different car cleaning activities.
H1 - There is an association between age groups and their preference for different
car cleaning activities.
Here, we wish to analyse above hypothesis. So, we are going to run one-way anova test
on Likert scale questions being in dependent list and factor as age.

Table 1 – One-way anova test between car washing activities and Age groups of people - From researcher’s
primary data

From the above table 1, we analyse that there is an association between various age
groups and different car cleaning activities.
For the preference of car cleaning activities related to the location of services related to
car wash and for the importance given for paint protection during car wash are of prime
important.

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 i. Preference for location of service related to car wash
If the p value <= 0.05 we reject the null hypothesis.
Here, the p value is 0.039 which is less than 0.05.

Therefore, we reject the null hypothesis and accept the alternative hypothesis.
And hence, there is an association between various age groups and the location of
services related to car wash.

ii. Importance given for paint protection during car wash

If the p value <= 0.05 we reject the null hypothesis.
Here, the p value is 0.031 which is less than 0.05.

Therefore, we reject the null hypothesis and accept the alternative hypothesis.
And hence, there is an association between various age groups and the importance given
for paint protection during car wash.

So, there is an association between age group and the location of services related
to car wash as well as the importance given for paint protection during car wash.

Objective number 2 related hypothesis:

H0 (null hypothesis)- There is no association between various age groups and
their ranking preference for different social media platforms.
H1 - There is an association between various age groups and their ranking
preference for different social media platforms.

Here, we wish to analyse above hypothesis. So, we are going to run one-way anova test
on ranking questions being in dependent list and factor as age.

16
Table 2 – One-way anova test between different social media platforms and Age groups of people - From
researcher’s primary data

From the above table 2, we analyse that there is an association between various age
groups and their ranking preference for different social media platforms.
For the ranking of social media platforms, ranking for Facebook, Instagram and
Snapchat given by people are of prime important.

i. Ranking given for Facebook

If the p value <= 0.05 we reject the null hypothesis.
Here, the p value is 0.059 which is extremely close to 0.05. The researcher felt that it
should also be taken under consideration.

Therefore, we reject the null hypothesis and accept the alternative hypothesis.
And hence, there is an association between various age groups and ranking given for
Facebook social media platforms.

ii. Ranking given for Instagram

If the p value <= 0.05 we reject the null hypothesis.
Here, the p value is 0.000 which is certainly less than 0.05.

Therefore, we reject the null hypothesis and accept the alternative hypothesis.
And hence, there is an association between various age groups and ranking given for
Instagram social media platforms.
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iii. Ranking given for Snapchat
If the p value <= 0.05 we reject the null hypothesis.
Here, the p value is 0.029 which is less than 0.05.

Therefore, we reject the null hypothesis and accept the alternative hypothesis.
And hence, there is an association between various age groups and ranking given for
Snapchat social media platforms.

So, there is an association between various age groups and raking given to social
media platforms Facebook, Instagram and Snapchat.

Objective number 3 related analysis:

We wish to know how many car owners spend how much time on social media
platform and what is the purpose of using social media, for which we run a
crosstabulation test.
Here, we are analysing the above objective. So, we are going to run a crosstab test on
purpose of social media being in row and social media usage time in column.

Table 3.1- crosstab test on purpose of using social media for business and usage time - From researcher's
primary data

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Table 3.2- crosstab test on purpose of using social media for networking and usage time - From researcher's
primary data

Table 3.3- crosstab test on purpose of using social media for learning and usage time - From researcher's
primary data

19
Table 3.4- crosstab test on purpose of using social media for Entertainment and usage time - From researcher's
primary data

Findings:
1) 48% of total car owners use social media usually for 2-3 hours per day to do
business on social media.
2) 47.6% of total car owners use social media usually for 2-3 hours per day for the
purpose of Networking.
3) 51.1% of total car owners use social media usually for 2-3 hours per day to Learn.
4) 40% of total car owners use social media usually for 2-3 hours per day for
Entertainment.

Objective number 4 related hypothesis:

H0 (null hypothesis)- Respondents buying a product/service on social networking
sites is independent on the influence of a brand’s social media presence in
purchasing decision.
H1 - Respondents buying a product/service on social networking sites is
dependent on the influence of a brand’s social media presence in purchasing
decision.

20
Here, we wish to analyse this objective. So, we are going to run a crosstab test on
respondents buying a product/service on social networking sites and influence % of a
brand’s social media presence in purchasing decision.

Table 4.1 - crosstab test on product/service recommanded by social media and how much % does social media
influence purchasing decisions of people -- From researcher’s primary data

Table 4.2 - chi-square test output for the table 4.1 - - From researcher’s primary data

From the above table 4.1 – 4.2, we analyse that there is dependence between
respondents buying a product/service on social networking sites and the influence of a
brand’s social media presence in purchasing decision.
If the p value <= 0.05 we reject the null hypothesis.
Here, the value of p is 0.000 (table 4.2) which is less than 0.05.

Therefore, we reject the null hypothesis and accept the alternative hypothesis.

21
And hence, Respondents buying a product/service on social networking sites is
dependent on the influence of a brand’s social media presence in purchasing
decision.

Objective number 5 related hypothesis:

H0 (null hypothesis)- Preference of respondents travelling by a car is independent
of information about waterless car wash.
H1 - Preference of respondents travelling by a car is dependent on information
about waterless car wash.
Here, we wish to analyse this objective. So, we are going to run a crosstab test on
respondents preferring travelling by a car being in row and respondent having
information about waterless car wash in column.

Table 5.1 - crosstabs test on people preferring to travel by a car and having information about waterless car wash
- From researcher’s primary data

Table 5.2 - chi-square test output for the table 5.1 - From researcher’s primary data

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From the above table 5.1 – 5.2, we analyse that there is no association between
respondent preferring travelling by a car and having information about waterless car
wash.
If the p value <= 0.05 we reject the null hypothesis.
Here, since the value of p is 0.276 (table 5.2) which is greater than 0.05.

Therefore, we failed to reject the null hypothesis.

And hence, Preference of respondents travelling by a car is independent of information

about waterless car wash.

Objective number 6 related hypothesis:

H0 (null hypothesis)- Cost of car wash is not dependent on the type of car wash
availed by a customer.
H1 - Cost of car wash is dependent on the type of car wash availed by a customer.

Here, we wish to analyse this objective. So, we are going to run a crosstab test the cost
of car wash and the type of car wash availed by a customer

Table 6.1 - crosstabs test on the cost of car wash and the type of car wash availed by a customer - from
researcher's primary data

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Table 6.2 - chi-square test output for the table 6.1 - From researcher’s primary data

From the above table 6.1 – 6.2, we analyse that the cost of car wash is dependent on the
type of car wash availed by a customer.
If the p value <= 0.05 we reject the null hypothesis.
Here, the value of p is 0.001 (table 6.2) which is less than 0.05.

Therefore, we reject the null hypothesis and accept the alternative hypothesis.

And hence, the cost of car wash is dependent on the type of car wash availed by a
customer.

Objective number 7 related analysis:

A.To know digital marketing strategies used by car wash company.

After going through online articles and blogs, we explored various digital marketing
strategies that a car wash company uses to increase the awareness among car owners.
In today’s times, there is hardly any business that can become a success without having
a significant online presence. The auto and car wash industry are no exception to that
rule. These businesses can boost their sales and bottom line substantially through
authentic websites that are optimized as per the average user search experience over the
Internet.
People are using their phones to find the businesses and locations that they’re looking
for, on the fly. When they need a car wash, a car wash company wants those people to
find them! For this SEO is the solution for your business.

24
When it comes to advertising a web site online, the most effective way of bringing paid
traffic to a site is with a paid search campaign.
A car wash company also needs to register on Google Maps. when someone needs a car
wash and they pull out their phone and check Google Maps for the nearest Car Wash
(and directions to get there) the company needs to show up in the results. Over 70% of
people decide on going to a local business based on local reviews, which means a car
wash business needs to be reviewed also.

B. To know social media marketing strategies used by car wash company.

On the basis of the secondary research, we identified number of strategies and
advantages of these strategies for a car wash company.
Since there are numerous completely different social platforms out there, it helps if
company will be as consistent as doable across all of them. In different words,
company’s Twitter handle ought to match their Instagram handle. Their social media
avatar image ought to be identical – or a minimum of, look terribly similar – across each
major platform.
Not all social media platforms are created constantly. Thus, company doesn’t need to
be merely re-posting constant content on Facebook as they’ve already announced on
Twitter. the most effective brand’s area unit ready to carve out a special reason to follow
them on every new platform.
It is extremely important to create a content calendar and sticking to it. If done otherwise
once the initial excitement wears off customers will find social media page unattractive.
Hence, it is advisable to creating a calendar and scheduling the posts across social media
accordingly.
Metrics and information have to be compelled to be a part of your approach. company
wish to grasp who is following them, what they’re participating with, and the way
usually they’re responding to or commenting on company’s content. This may assist
companies to fine-tune their content strategy and build away from the additional correct
image of their target market.

25
 Conclusion

This research study, explores various digital and social media strategies used by car
washing companies. The study also inspects the association by comparing various
variables using a software, having analyze the empirical data obtained using the theories
employed in this research study, the following conclusions were drawn:
• There is an association between various age groups and the importance of flexible
location for services related to car wash.

• There is an association between various age groups and the importance given to
paint protection during car wash.

• There is an association between various age groups and ranking given for Facebook
social media platforms. There is an association between various age groups and
ranking given for Instagram social media platforms. There is an association between
various age groups and ranking given for Snapchat social media platforms.

• There is a relationship between respondents buying a product/service on social

networking sites and the influence of a brand’s social media presence in purchasing
decision.

• There is no significant association between respondent preferring travelling by a car

and having information about waterless car wash.

• There is a significant association between the cost of car wash and the type of car
wash availed by a customer.

• With the Digital Marketing service by a company’s side, company has the advantage
of custom designing their message according to their target markets. It will help
them in positing their brand or product effectively.

• Social media will be an excellent way for company to build and grow. select many
platforms that you simply relish exploitation, realize tools that may assist
automatizes a number of your posting and content creation, and us the knowledge
that you simply collect to enhance your performance over time. Those steps can
result in the creation of a powerful, authentic complete identity.

26
 Recommendations

The following recommendations have been made for the general public (respondents)
who wish to avail car wash related services from car washing companies:
• Consumers should look for flexible service location as per their convenience to avail
services related to car wash.

• Consumers should consider car paint protection while availing for car wash related
services.

• Car washing companies should focus on social media platforms like Facebook,
Instagram and Snapchat.

• Consumers should look for a brand’s social media presence before making a
purchasing decision regarding the brand’s product/services.

• Consumers preferring to travel by a car should not bother about having information
about waterless car wash.

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 Annexure
Questionnaire:
Selection of variables for data collection and analysis:
• Age Group – 14 years to 60 years
• Gender
• Occupation
• Social media platform – Instagram, Facebook, WhatsApp, etc.
• Travelling frequency
• Types of transport
• Washing frequency
• Price
• Types of washes
• Cost of wash
• social media use per day
• Purpose of using social media
• Influence %

Selection of scales for questionnaire:

• Ratio
• Interval
• Nominal
• Ordinal
• Likert

Questions:
1) Gender?
• Male
• Female

2) What is your age?

• under 21 years
• 22 years to 35 years
• 36 years to 49 years
• 50 years or more

3) What type of travelling options do you prefer?

• Private vehicle - 2-wheeler
• Private vehicle - 4-wheeler

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 • Public transports – Bus
• Public transports – Local
• Public transports – Car
• Public transports – Auto

4) Do you own a car?

• Yes
• No

5) How often do you get your car washed?

• Daily
• Twice a week
• Weekly
• Monthly
• Not applicable

6) How do you get your car washed?

• Water car wash
• Automatic car wash
• Waterless car wash
• Steam car wash
• Not applicable

7) How much do you pay for a car wash usually(monthly)?

• DIY
• Less than 400 Rs.
• 400 Rs – 800 Rs
• 800 Rs – 1200 Rs
• More than 1200 Rs
• Not applicable

8) Have you heard about waterless car wash?

• Yes
• No

9) If given an option, will you choose waterless wash for your car?
• Yes
• No

10) What is the highest price you can accept for a single waterless car wash?
• Less than 400 Rs
• 400 Rs – 800 Rs
• 800 Rs – 1000 Rs
• More than 1000 Rs
29
Below are the few statements on how important it is for you to maintain your car
(rate the following the following statement where in 1 = strongly agree, 2= agree, 3
= neutral, 4 = disagree, 5 = strongly disagree

11) I prefer the car to be clean while renting it.

Strongly disagree Disagree Neutral Agree Strongly agree

12) I would like to experience door step car washing service.

Strongly disagree Disagree Neutral Agree Strongly agree

13) Flexible service location is an important for car wash to me.

Strongly disagree Disagree Neutral Agree Strongly agree

14) While washing the car paint protection is important to me.

Strongly disagree Disagree Neutral Agree Strongly agree

15) I would prefer Environmental-Friendly car washing.

Strongly disagree Disagree Neutral Agree Strongly agree

16) I would like to experience a service which provides both wash and wax at the same
time.
Strongly disagree Disagree Neutral Agree Strongly agree

17) What social media channels are you most active on? Choose as many as are
applicable.
Rank below social media channels as per your usage.
• Facebook
• Instagram
• WhatsApp
• Twitter
• Snapchat
• LinkedIn

18) How much time do you usually spend on social media per day?
• Less than 1 hour
• 1 hour
• 2-3 hours
• More than 3 hours

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19) Why do you use social media?
• Business
• Networking
• Learning
• Entertainment
• Others:

20) Will you buy a product/service recommended on social networking sites?

• Yes
• No

21) How much % does a brand’s social media presence influence your purchasing
decision?
• below 25%
• 26 % - 50%
• 51% - 75%
• More than 76%

31
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