1922 B.com B.com Batchno 126
1922 B.com B.com Batchno 126
1922 B.com B.com Batchno 126
Bachelor of Commerce
by
KRISHNA PRIYA J K
Register No.39740126
SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade“A”by NAAC I 12B Status by UGC I Approved by AICTE
JEPPIAAR NAGAR, RAJIV GANDHI SALAI,CHENNAI-600 119
MAY - 2022
SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with “A”grade by NAAC I 12B Status by UGC I Approved by AICTE
Jeppiaar Nagar, Rajiv Gandhi Salai, Chennai – 600119
www.sathyabama.ac.in
BONAFIDE CERTIFICATE
KRISHNA PRIYA J K 39740126 who carried out the project entitled “A Study Of
Effectiveness Of Online Advertising On Consumer Mind”under my
supervision from December 2021 to February 2022.
Dr. BHUVANESWARI. G
Dean – School of Business Administration
I,KRISHNA PRIYA J K (39740126) hereby declare that the Project Report entitled,
DATE:
SATHYABAMA for their kind encouragement in doing this project and for
Administration for providing me necessary support and details at the right time
Guide DR. DHIVYA SATHISH, for her valuable guidance, suggestions and
work.
I wish to express my thanks to all Teaching and Non-teaching staff members of the
School of Business Administration who were helpful in many ways for the
KRISHNA PRIYA J K
TABLE OF CONTENTS
CHAPTER TITLE PAGE NO.
ABSTRACT i
LIST OF TABLES ii
LIST OF CHARTS ii
INTRODUCTION
1.1 Study of Introduction 1
RESEARCH METHODOLOGY
3.1Introduction 10
3.2 Research Design 10
3
3.3 Sources of Data 10
5.2 Suggestions 25
5.3 Conclusion 26
REFERENCES 27
ANNEXURE – I (Questionnaire) 31
ABSTRACT
The World Wide Web transformed the internet from a difficult-to-use tool for
academics and technologists to a simple tool for businesses and consumers to
discover information. Consumers now have more discretion over how they obtain
information about products and services thanks to the Internet. There are several
factors that influence consumers’ desire for online content. Consumers choose
when, where, what and how much commercial content they want to
watch.Consumers may now access and endless range of products and services
fromcompanies all over. world via the Internet, which has lowered the amount of
time and effort they spend shopping
1
Individual behaviors and responses to online information and advertisements are
influenced by the goal that consumers have in mind when searching for
information online. Because of the rapid progress of computer technology, many
businesses have used the internet in their advertising media mix to take
advantage of onlinecapabilities. Because marketers discovered that the internet
provides them with more flexibility and control overtheir advertising materials, it
has becomea popular advertising platforms.Because the internetcan be used to
effectively communicate marketing messages, both academic and practitioners
are interested in learning how to maximize the value of this communication
services.
A set of ideas that made sense a century ago shaped the modem perspective on
shopping.Some of these old-fashioned ideas are people shop for dollar value,
which shopping decisions make practical sense or that shopping is mostly about
acquiring needed goods and services.The new mode of thought in the shopping
environment is no longer sufficient to identify simple customer demand and try to
satisfythem.Modern shoppers buy things to reward themselves, to satisfy
psychological needs or to make themselves feel good. Modern shoppers buy
things because they are expensive.
They buy things to make a statement, to show off their personality or to boost
their self esteem, Purchased item have become an affirmation of the psyche.
Retailers need to change in order to suit the modern shopping behaviour. It is no
longer sufficed to see a shopper as a rational creature making decisions,It is no
longer enough to think that the shopper acts in a way that makes sense from an
economic of logical point of view.
2
1.2 STATEMENT OF THE PROBLEM
Advertisers are likely to alter their focus and spend millions more on internet
advertising in the future yeats than on Tv, print ads, and other traditional media.
Company web sites, corporate logos, email messages, pop-ups, banner ads,
skyscraper ads, buttons, interstitials , hyperlinks, dynamic media, and interactive
games are all examples of internet advertising in general.
3
1.3 OBJECTIVES OF STUDY
The following goals are part of the study’s design:
4
1.6 LIMITATIONS OF THE STUDY
5
CHAPTER- II
REVIEW OF LITERATURE
2.1 INTRODUCTION
.
6
Banner advertising were studied by Newman et al.(2004).Their purpose was to
focus on the impact of banner advertising and website consistency on customer
perception of a brand’s website. They reasoned that standard advertisements
should be consistent.Certain buyer characteristics as well as the website brand,
should be evaluated .Those who created it have contributed to the successful
management of brands and the promotion of them on the internet.
7
According to Novak and Hoffman, the Internet uses a model of distributed
computing that facilitates interactive multimedia many-to-many communications.
The internet supports discussion groups, multi- players and communications
systems chat, file transfer, electronic mail and global information access and
retrieval systems.
Firms communicate with their customers through media. Traditionally, these media
follows a passive one-to-many communication model, through marketing efforts
that allow limited forms of feedback from the consumers. TheInternet revolution
has dramatically altered advertising and communication media. According to
Wang the Internet as a marketing media has the potentials to radically change the
way firms do business with their consumers.
8
Current client’s probabilities of repurchase , while representing length reliance.
The probability model of a present customer making a purchase in any given week
with a survival model that uses an adaptable, piecewise expontential hazard
function. The outcome demonstrated that the quantity of exposure, number of web
destinations, and number of pages all positively affect rehash buy probabilities,
through the quantity of one of a kind imaginative has a negative impact.
9
CHAPTER- III
RESEARCH METHODOLOGY
3.1 INTRODUCTION
Research in common refers to search for knowledge .One can also define research as a
scientific and systematic research for pertinent information on a specific topic. In fact,
research is an art of scientific investigation.
The combination of both descriptive and exploratory research design has used for this
study
Primary data are generally information generated by the researcher for the purposes of
the project immediately at hand. When the data are collected for the first time, the
responsibility for their processing also rests with the original investigator.
Secondary data refers to the information that has been collected by someone other
than there searcher for the purposes otherthan those involved in the research project
at hand.
10
3.4 Sampling Design
about whole. Here in these study 200 consumers were taken as sample.
Questionnaire is used for data collection.It contains the objective of the study.
Percentage Analysis is a method which is used for findings the average of collected
11
CHAPTER – IV
DATA ANALYSIS AND INTERPRETATION
Table 4.1.1
Fig.4.1.1
Percentage
80%
70%
60%
50%
Percentage
30%
40%
20%
10%
86 33
0%
Interpretation
12
4.1.2 Internet uses
Table 4.1.2
Chattingandsocial 48 40%
Networking
Email 8 7%
Information 38 32%
E-Commerce 10 8%
Entertainment 15 13%
Downloading - -
Total 119 100%
(source:primary data)
Fig.4.1.2
60
50
40
30 Respondents
20 Percentage
10
Interpretation
From the following data 40% of people use internet for catting and social networking,
32% of respondents use internet for information, 13% of respondents use internet for
entertainment.
13
4.1.3 Various modes of Advertising
Table 4.1.3
Fig.4.1.3
140
120
100
80
Respondents
60
Percentage
40
20
0
T.V.,Movies Newspaper, Internet Total
Magazines
Interpretation
According to the table, a person spends more time on the Internet during his free
time than that of T.V. and Movies, Newspapers and Magazines.
14
4.1.4 Level of influence by online Advertising
Table 4.1.4
(source:primary data)
Fig. 4.1.4
60
50
40
30 Respodent
Percentag
20 e
10
0
largelevel mediumleve Smallleve
l l
Interpretation
It can be learned there is majority of the respondent have medium level of influence by
online advertisements. Only 41% of respondent have large influence by the
advertisement but it should be noticed that 35% of resopondents have only small level of
influence.
15
4.1.5 Hours spend on Online
Table 4.1.5
Hours spent Respondents Percentage
<1hr 10 8%
1hr to3 hrs 38 32%
3 hrs to 4hrs 40 34%
4 hrs to 5hrs 12 10%
>5hrs 19 16%
Total 119 100%
(source:primary data)
Fig.4.1.5
45
40
35
30
25 Respondents
Percentage
20
15
10
Interpretation
The above graph shows how many hours spent by the respondents daily on the
internet.
16
4.1.6 Movability of online Ads
Table 4.1.6
Type Respondent Percentage
Movablea dvertisement 79 66%
Immovable advertisement 40 34%
Total 119 100%
(Source:primary data)
Fig 4.1.6
90
80
70
60
Respondent
50 Percentage
30
40
20
10
Movableads. Immovableads.
0
Interpretation
The chart about movable of advertisement shows that majority of respondents that
means 66% of respondents like movable advertisement than the movable respondents.
17
4.1.7 Type of online Ads
Table 4.1.7
Types Respondent Percentage
Pop-upads 9 8%
Bannerads 35 29%
Backgroundvideowith 53 45%
sound
Backgroundvideowithout 22 18%
sound
Total 119 100%
(Source:primary data)
Fig.4.1.7
60
50
40
30 Respoonden
t
20
Percentage
10
0
Pop-upads Bannerads BackgroundvideoBackgroundvideo
withsound
withoutsoun
d
Interpretation
45% of respondent lie to see that online video advertisements in the format back
ground with sound.only 8% of respondent have positive attitude towards pop-up ads
next type of advertisement is banner ads which 29% of respondents like to see.We can
understand that the advertisement with more visual treat and sound can attract large
number of respondents.
18
4.1.8 Factors drawing your attention in online Ads
Table 4.1.8
Particulars Respondents Percentage
Product 42 34%
Visualdesigns 17 14%
Price 50 42%
Amount of information 9 8%
Others 2 2%
(Source:primary data)
Fig.4.1.8
60
50
40
30 Respondent
s
20
Percentage
10
0
Product Price Amountof Other
Visualdesign informatio s
s n
Interpretation
This table reveals that rice is the most important factors which draws the attention of
respondents.These cond factor is product which draws the attention of respondents.
19
4.1.9 Effectiveness of online ads on Purchase decision
Table 4.1.9
Particulars Respondents Percentage
Definitely 78 66%
ToanExtent 36 30%
Notmuch 5 4%
Total 119 100%
(source:primary data)
Fig.4.1.9
90
80
70
60
50 Respondent
Percentage
40
3
0
20
10
Definitel Toan extent Notmuch
0 y
Interpretation
From the following data,66 percentageof the respondents purchased a product based
on information provided by internet advertisements. 4 percentage respondents weren’t
much influcened by internet advertising and didn’t make any actual purchases after
advertising.This indicates that internet advertising is a major influcencer behind
purchase decision making.
20
4.1.10 Purchase after seeing online Advertisement
Table 4.1.10
Answer Respondents Percentage
Yes 80 67%
No 39 33%
Total 119 100%
(source:primary data)
Fig.4.1.10
9
0
8
0
7
0 Responden
t
6
3 Percentage
0
0
52
00
41 Ye N
s o
00
0
Interpretation
From the following data, resercher interpreted that 67% of respondent purchase after seeing
ads online.
21
HYPOTHESIS
Test 1
Hypothesis 1
Responses
Result:
22
H0: There is significant between:
Test 2
Hypothesis 2
Result:
23
CHAPTER–V
FINDINGS, SUGGESTION AND CONCLUSION
24
5.2 SUGGESTION OF THE STUDY
25
5.3 CONCLUSION
26
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30
ANNEXURE
Questionnaire
31
8. How many hours do you spend on the internet on a daily basis?
<1hr
3 hrs to4hrs
>5 hrs
None
12. How much influence do you feel ad have on your buying behavior
Large
Small
Medium
32
13. What type of ad you like the most ?
Movable
Immovable
33
18. Which is the last online ad you remember?
34