Swapnil Arvindrao ShegekarThesis-2

A PROJECT REPORT ON
“Analyzing the Financial Performance of ICICI Bank Over the

Last 5 Years”
Submitted to
The Director
School of Commerce and Management
Yashwantrao Chavan Maharashtra Open University, Nasik
In Partial Fulfilment of Award of Degree of

Master of Business Administration
(Finance Management)
Submitted by
Tarun Charanjeet Simoniya
PRN: 2022017000231856
Under the guidance of

Dr. Pravin Bhagdikar
YCMOU Study (44127)

Department of Management
Annasaheb Gundewar College of Commerce
Katol Road, Nagpur -440013
CERTIFICATE
This is to certify that a project report on “Analyzing the Financial

Performance of ICICI Bank Over the Last 5 Years” has been submitted by
Mr. Tarun Charanjeet Simoniya in a satisfactory manner for academic year
2023-24, Nagpur, as a partial fulfilment of the award of Master of Business
Administration (MBA)
Date: Dr. Pravin Bhagdikar

Place: Nagpur Project Guide
DECLARATION
I Mr. Tarun Charanjeet Simoniya, hereby declare that the project report to be
submitted for YCMOU, Nashik. “Analyzing the Financial Performance of
ICICI Bank Over the Last 5 Years” is the outcome of the own preliminary
survey work based on personal study and has not been submitted by me
previously for award of any degree or diploma to this university or any other
university.
Mr. Tarun Charanjeet Simoniya

Date:
Place: Nagpur
ACKNOWLEDGEMENT
The study is the outcome of the support, Guidance and co-operation of several
persons to whom I owe my Sincere gratitude.
First and foremost, I would like to express my deepest gratitude to research

guide Dr. Pravin Bhagdikar for valuable Guidance and constant encouragement
in conducting the study and completing the work.
This Project study would have been impossible if the management of Mahindra
and Mahindra, Nagpur had not helped in providing their valuable information
and support. I acknowledge and thank the entire respondents for their valuable
contribution.
Lastly, I express gratitude to one and all who helped me directly or indirectly to
complete my study.
Mr. Tarun Charanjeet Simoniya
Date:
Place: Nagpur
.
Index
Sr. Page
Topic
No. No.
1 Introduction 1
2 Literature Review 5
3 Research Methodology 22
4 Financial Performance Analysis 26
5 Macroeconomic Impact on ICICI Bank 29
6 Findings and Recommendation 48
7 Conclusion 53
A] Bibliography 55
B] Synopsis 60
INTRODUCTION
1. INTRODUCTION
Financial Statement Analysis
A financial statement analysis consists of the application of analytical tools and techniques
to the data in financial statements in order to derive from them measurements and
relationships that are significant and useful for decision making.
The term Financial Analysis is also known as ‘analysis and interpretation of financial
statements’ refers to the process of determining financial strength and weakness of the
firm by establishing strategic relationship between the items of the
a) Balance Sheet,
b) Profit and Loss account and
c) other operative data.
 The first task of financial analysis is to select the information relevant

to the decision under consideration to the total information
contained in the financial statement.
 The second step is to arrange the information in a way to highlight
significant relationship.
 The final step is interpretation and drawing of inference and
conclusions.
Uses of Financial Statement Analysis:
Financial Statement Analysis can be used as a preliminary screening tool in the selection
of stocks in the secondary market. It can be used as a forecasting tool of future financial
conditions and results. It may be used as process of evaluation and diagnosis of
managerial, operating or other problem areas.
Sources of Financial Information:
The financial data needed in the financial analysis come from many sources. The primary
source is the data provided by the company itself in its annual report and required
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disclosures. The annual report comprises of the income statement, the balance sheet, and
the statement of cash flows.
Tools of Financial Analysis:
In the analysis of financial statements, the analyst has a variety of tools available to
choose the best that suits his specific purpose. In this report we will confine ourselves to
Ratio Analysis based on information provided from financial statements such as Balance
Sheet and Profit & Loss Account.
Financial statement
Financial statements refer to such statements which contains financial information about
an enterprise. They report profitability and the financial position of the business at the end
of accounting period. The term financial statement includes at least two statements which
the accountant prepares at the end of an accounting period.
The two statements are: -
• The Balance Sheet
• Profit And Loss Account
They provide some extremely useful information to the extent that balance Sheet
mirrors the financial position on a particular date in terms of the structure of
assets, liabilities and owners equity, and so on and the Profit And Loss account
shows the results of operations during a certain period of time in terms of the
revenues obtained and the cost incurred during the year. Thus the financial
statement provides a summarized view of financial positions and operations of a
firm
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REVIEW OF LITERATURE
2. REVIEW OF LITERATURE
Theoretical Framework
Social media
Social media is interactive digitally-mediated technologies that facilitate the creation
or sharing/exchange of information, ideas, career interests, and other forms of
expression via virtual communities and networks. Social media are used to document
memories; learn about and explore things; advertise oneself; and form friendships
along with the growth of ideas from the creation of blogs, podcasts, videos, and
gaming sites.
Some of the most popular social media websites, with over 100 million registered
users, include Facebook, TikTok, WeChat, Instagram, QZone, Weibo, Twitter,
Tumblr, Baidu Tieba, and LinkedIn. Depending on interpretation, other popular
platforms that are sometimes referred to as social media services include YouTube,
QQ, Quora, Telegram, WhatsApp, LINE, Snapchat, Pinterest, Viber, Reddit, Discord,
VK, Microsoft Teams, and more. Wikis are examples of collaborative content
creation.
Definition of social media:

Merriam-Webster defines social media as "forms of electronic communication (such
as websites for social networking and micro blogging) through which users create
online communities to share information, ideas, personal messages, and other content
(such as videos)."
“Social media are primarily Internet-based tools for sharing and discussing information
among human beings.”- Wikipedia
Features of social media

While challenges to the definition of social media arise due to the broad variety of
stand- alone and built-in social-media services currently available, there are some
common features: -
Social media are interactive Web 2.0 Internet-based applications.
User-generated content—such as text posts or comments, digital photos or videos, and
data generated through all online interactions is the lifeblood of social media.
Users create service-specific profiles for the website or app that are designed and
maintained by the social-media organization. Social media facilitate the development
of online social networks by connecting a user's profile with those of other individuals
or groups.
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3.5 Types of social media
1. Blogs:
A blog is a discussion or informational website published on the World Wide Web
consisting of discrete, often informal diary-style text entries (posts). Posts are typically
displayed in reverse chronological order, so that the most recent post appears first, at
the top of the web page. Many blogs provide commentary on a particular subject or
topic, ranging from politics to sports. A typical blog combines text,digital images, and
links to other blogs, web pages, and other media related to its topic.
2. Enterprise Social Networking

Enterprise social networking focuses on the use of online social networks or social
relations among people who share business interests and/or activities. Enterprise social
networking is often a facility, which is essentially used in "enterprise"
(business/commercial) contexts. It encompasses modifications to corporate intranets
(referred to as social intranets) and other classic software platforms used by large
companies to organize their communication, collaboration and other aspects of their
intranets.
in real time. This content can be text, images, audio, video or even symbolic.
likes and dislikes. The last post comes first, giving the site freshness.
Enable conversations: - Members are given the rights to comment on posts made by
friends and relatives.
The conversations are a great social connect
Enable conversations: - Members are given the rights to comment on posts
Posts have time stamp: - All posts are time stamped, making it easy to
understand.
3. Forums
An Internet forum, or message board, is an online discussion site where people can
hold conversations in the form of posted messages. They differ from chat rooms in that
messages are often longer than one line of text, and are at least temporarily archived.
Forums have a specific set of jargon associated with them; example: a single
conversation is called a "thread", or topic.
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4. Microblogs
Micro blogging is an online broadcast medium that exists as a specific form of
blogging. A micro-blog differs from a traditional blog in that its content is typically
smaller in both actual and aggregated file size. Micro-blogs "allow users to exchange
small elements of content such as short sentences, individual images, or video links",
which may be the major reason for their popularity. These small messages are
sometimes called micro posts.
5. Photo Sharing
Image sharing, or photo sharing, is the publishing or transfer of a user an administrator
equate digital photos online. Image sharing websites offer services such as uploading,
hosting, managing and sharing of photos (publicly or privately). This function is
provided through both websites and applications that facilitate the upload and display
of images.
6. Products/Services Review
A review site is a website on which reviews can be posted about people, businesses,
products, or services. These sites may useWeb 2.0techniques to gather reviews from
site users or may employ professional writers to author reviews on the topic of concern
for the site.
7. Social Bookmarking
Social bookmarking is an online service which allows users to add, annotate, edit, and
share bookmarks of web documents. Many online bookmark management services
have launched since 1996; Delicious, founded in 2003, popularized the terms "social
bookmarking" and "tagging". Tagging is a significant feature of social bookmarking
systems, allowing users to organize their bookmarks and develop shared vocabularies
known as folksonomies.
8. Social Gaming
A social network game (sometimes simply referred to as a social media game, social
video game or online social game) is a type of online game that is played through
social networks. They typically feature multiplayer game play mechanics. Social
network games were originally implemented as browser games.
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9. Social Networks
A social network is a social structure made up of a set of social actors (such as
individuals or organizations), sets of dyadic ties, and other social interactions between
actors. The social network perspective provides a set of methods for analyzing the
structure of whole social entities as well as a variety of theories explaining the patterns
observed in these structures. The study of these structures uses social network analysis
to identify local and global patterns, locate influential entities, and examine network
dynamics.
10. Virtual Worlds

A virtual world (also called a virtual space) is a computer- simulated environment
which may be populated by many users who can create a personal avatar, and
simultaneously and independently explore the virtual world, participate in its activities
and communicate with others. These avatars can be textual, graphical representations,
or live video avatars with auditory and touch sensations.
Advantages of social media

1. Reach large audience: - There are millions of people using social media platforms.
It’s a great opportunity for your business to reach a large pool of people that are
interested in your products or services. The ability to reach large audiences is a huge
advantage of social media. It opens the door for your business to find more leads that
want your products or services.
2. Direct connection with your audience: - social media is one of the few marketing
strategies that allow you to connect directly with your audience. You know who is
interested in your business because they choose to follow your social media account.
3. Create organic content: - The ability to post organic content for free is an
incredible benefit of social media for business. This opens many opportunities for your
company to connect with valuable leads at no cost. It’s one of the reasons why
companies love using these platforms.
4. Access to paid advertising services: - If you want to go beyond organic posting,
there is an option to run paid advertisements. Each social platform offers its own form
of paid advertising.
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5. Build your brand: - One advantage of social media marketing is the ability to build
your brand. When you connect with interested leads, you expose them to your brand.
The ability to post organic content for free allows you to build brand recognition
repeatedly with your audience. This builds brand loyalty.
6. Drive traffic to your website: - social media is a great catalyst for driving traffic to
your business’s website. Most social media platforms allow you to post content with a
link to your website. When you create compelling content, you can entice your
audience click on the link. This directs them to your site, where they can learn more
about your business.
7. Evaluate your performance: - The last advantage to social media marketing is the
ability to assess your performance. Whenever you run a marketing campaign, you
want to know how it’s performing. Social media platforms make it easy for you to
track your campaign to see if you’re driving valuable results.
8. Join social media networks for free: - One of the biggest advantages of social
media marketing is that it is entirely free to start. None of the largest platforms have
signup fees of any sort, so the only investment you’ll need to make is in the form of
time.
9. Create viral content: - Perhaps the most unique advantage of social media is the
ability to get help from your followers. People love to share things with their
networks, from photos and recipes to interesting articles and hot deals.
10. Uncover valuable insights: - You can also use social media to gain valuable
information about your customers that will help you make smarter business decisions.
For example, social listening allows you to discover how people feel about your
company and brand. With social listening, you can uncover conversations about your
business and answer questions about your offerings.
Disadvantages of social media

1. Receive negative feedback: - People use social media to post content they love, but
they also use it to share experiences they didn’t love. If someone had a poor experience
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with your business, it opens a door of opportunity for them to share their poor
experience with others.
2. Open up the potential for embarrassment: - It’s easy for posts to go viral on
social media. People keep a close eye on the good and the bad on social media. If you
aren’t careful about the content you post, you can end up embarrassing your company
and getting caught in an awkward situation.
3. To wait to see results: - When companies invest in marketing strategies, they want
to see immediate results. You want to know that your strategies are working and that
the investment is worth your time. With social media marketing, you don’t see
immediate results.
Consumer Behavior;
Consumer behaviour is the study of individuals, groups, or organizations and all the
activities associated with the purchase, use and disposal of goods and services, and
how the consumer's emotions, attitudes and preferences affect buying behaviour. The
study of consumer behaviour formally investigates individual qualities such as
demographics, personality lifestyles, and behavioural variables (such as usage rates,
usage occasion, loyalty, brand advocacy, and willingness to provide referrals), in an
attempt to understand people's wants and consumption. Also investigated are the
influences on the consumer, from groups such as family, friends, sports, and reference
groups, to society in general, including brand- influencers and opinion leaders.
The study of consumer behaviour assumes that the consumers are actors in the
marketplace. The perspective of role theory assumes that consumers play various roles
in the marketplace. Starting from the information provider, from the user to the payer
and to the disposer, consumers play these roles in the decision process. Consumer
behaviour entails "all activities associated with the purchase, use and disposal of goods
and services, including the consumer's emotional, mental and behavioural responses
that precede or follow these activities.
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Definitions of Consumer Behavior:
According to American Marketing Association, consumer behaviour can be defined as
"the dynamic interaction of affect and cognition, behaviour, and environmental events
by which human beings conduct the exchange aspects of their lives."
According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and
decision processes of people who purchase goods and services for personal
consumption’.
According to Louden and Bitta, ‘consumer behaviour is the decision process and
physical activity, which individuals engage in when evaluating, acquiring, using or
disposing of goods and services.
Characteristics of Consumer Behavior:

1. Consumer Behavior involves Products, Services, Activities, and Ideas:
In the scope of consumer behavior, not only products (like toilet soaps), are included
but also the services (flying by an airliner), and activities (getting children vaccinated
for polio), and ideas (saying no to drugs). Thus, consumer behaviour rotates around
offerings.
2. Consumer Behaviour involves more than Buying: Consumer behaviour is not

restricted only to buying the offering. It includes buying (acquiring the offering),
using, and disposing. Usage has many connotations – first, it has important symbolic
implications for the consumer. Usage can also influence other behaviours. Secondly, it
may also influence other behaviours. Not satisfied the product or services may lead to
consumer complaints and protests. Finally, consumer behaviour also evaluates as how
do consumers get rid of an offering, they previously acquired.
3. Consumer Behaviour is a Dynamic Process: Consumer Behaviour is dynamic

because the thinking, feelings, and actions of individual consumers, targeted groups,
and the society at large are constantly changing. The sequence of acquisition,
consumption, and disposition can occur over time in a dynamic sequence.
4. Consumer Behaviour involves Interactions among Many People: Consumer

behaviour does not mean action of a single individual. Interactions may take place
among a group of friends, a few co-workers, or an entire family. The individuals may
take different roles.
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5. Consumer Behaviour involves Many Decisions: Consumer behaviour needs
understanding whether (to acquire/use/ dispose of an offering), what (to
acquire/use/dispose), why (to acquire/use/dispose of an offering or not)), when (time),
where (place), how (ways of acquiring, using, and disposing), how much (volume),
how often (frequency), and how long (till what time) consumers will buy, use or
dispose of an offering.
6. Consumer Behaviour involves Exchanges: Consumer behaviour involves

exchanges between human beings. People give something of value to receive
something of value. Indeed, the role of marketing is to help society to create value
through exchanges by formulating and implementing marketing strategies.
Nature of consumer behavior

1. Influenced by various factors:
The various factors that influence the consumer behaviour are as follows:
1. Marketing factors such as product design, price, promotion, packaging,
positioning and distribution.
2. Personal factors such as age, gender, education and income level.
3. Psychological factors such as buying motives, perception of the product and
4. attitudes towards the product.
5. Situational factors such as physical surroundings at the time of purchase,
6. social surroundings and time factor.
7. Social factors such as social status, reference groups and family.
8. Cultural factors, such as religion, social class—caste and sub-castes.
Undergoes a constant change:

Consumer behaviour is not static. It undergoes a change over a period of time
depending on the nature of products. or example, kids prefer colourful and fancy
footwear, but as they grow up as teenagers and young adults, they prefer trendy
footwear, and as middle- aged and senior citizens they prefer more sober footwear.
The change in buying behaviour may take place due to several other factors such as
increase in income level, education level and marketing factors.
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Varies from consumer to consumer:
All consumers do not behave in the same manner. Different consumers behave
differently. The differences in consumer behaviour are due to individual factors such
as the nature of the consumers, lifestyle and culture. For example, some consumers are
technophilic.
Varies from region to region and country to county:

The consumer behaviour varies across states, regions and countries. For example, the
behaviour of the urban consumers is different from that of the rural consumers. The
rich rural consumers may think twice to spend on luxuries despite having sufficient
funds, whereas the urban consumers may even take bank loans to buy luxury items
such as cars and household appliances.
Information on consumer behaviour is important to the marketers: Marketers need to
have a good knowledge of the consumer behaviour. They need to study the various
factors that influence the consumer behaviour of their target customers.
Leads to purchase decision:

A positive consumer behaviour leads to a purchase decision. A consumer may take the
decision of buying a product on the basis of different buying motives. The purchase
decision leads to higher demand, and the sales of the marketers increase. Therefore,
marketers need to influence consumer behaviour to increase their purchases.
Varies from product to product:

Consumer behaviour is different for different products. There are some consumers
who may buy more quantity of certain items and very low or no quantity of other
items. For example, teenagers may spend heavily on products such as cell phones and
branded wears for snob appeal, but may not spend on general and academic reading.
Improves standard of living:

The buying behaviour of the consumers may lead to higher standard of living. The
more a person buys the goods and services, the higher is the standard of living. But if a
person spends less on goods and services, despite having a good income, they deprives
themselves of higher standard of living.
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Reflects status:
The consumer behaviour is not only influenced by the status of a consumer, but it also
reflects it. The consumers who own luxury cars, watches and other items are
considered belonging to a higher status. The luxury items also give a sense of pride to
the owners.
Factors influencing consumer behavior

The marketers try to understand the actions of the consumers in the marketplace and
the underlying motives for such actions. These motives are the factors that influence
the consumer behavior. These are:
1. Psychological Factors: The human psychology plays a crucial role in designing the
consumer’s preferences and likes or dislikes for a particular product and services.
Some of the important psychological factors are:
Motivation
• Perception
• Learning
• Attitudes and Beliefs
2. Social Factors: The human beings live in a complex social environment wherein
they are surrounded by several people who have different buying behaviors. Since the
man is a social animal who likes to be acceptable by all tries to imitate the behaviors
that are socially acceptable. Hence, the social factors influence the buying behavior of
an individual to a great extent. Some of the social factors are:
• Family
• Reference Groups
• Roles and status
3. Cultural Factors: It is believed that an individual learns the set of values,

perceptions, behaviors, and preferences at a very early stage of his childhood from the
people especially, the family and the other key institutions which were around during
his developmental stage. Thus, the behavioral patterns are developed from the culture
where he or she is brought up. Several cultural factors are:
• Culture
• Subculture
• Social Class
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4. Personal Factors: There are several factors personal to the individuals that
influence their buying decisions. Some of them are:
•Age
•Income
• Occupation
• Lifestyle
5. Economic Factors: The last but not the least is the economic factors which have a
significant influence on the buying decision of an individual. These are:
 Personal Income
 Family Income
 Income Expectations
 Consumer Credit
 Liquid Assets of the Consumer
 Savings
Types of Consumer Behavior

There are four main types of consumer behavior:
1. Complex buying behavior
This type of behavior is encountered when consumers are buying an expensive,
infrequently bought product. They are highly involved in the purchase process and
consumers’ research before committing to invest. Imagine buying a house or a car;
these are an example of a complex buying behavior.
2. Dissonance- reducing buying behaviour

The consumer is highly involved in the purchase process but has difficulties
determining the difference between brands. ‘Dissonance’ can occur when the
consumer worries that they will regret their choice. Imagine you are buying a
lawnmower. You will choose one based on price and convenience, but after the
purchase you will seek confirmation that you’ve made the right choice.
3. Habitual buying behaviour

Habitual purchases are characterized by the fact that the consumer has very little
involvement in the product or brand category. Imagine grocery shopping: you go to
the
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store and buy your preferred type of bread. You are exhibiting a habitual pattern, not
strong brand loyalty.
4. Variety seeking behaviour

In this situation, a consumer purchases a different product not because they weren’t
satisfied with previous one, but because they seek variety. Like when you are trying
out new shower gel scents.
Importance of consumer behavior

Production Policies
The study of consumer behaviour affects the production policies of the business.
Consumer behaviour discovers, needs, tastes, choices of consumers, and such
discovery enables the business to plan and implement products according to these
specifications. Every business needs to be in constant touch with the change in
consumer behaviour so that necessary changes in products are made on time.
Price policy
Consumer behaviour is equally important in having price policy. The buyer only
purchases your product, which is cheaper or has distinctive features than your
competitor's.
Decision regarding the channel of distribution

The goods and services which are sold solely based on the low prices must have an
economical distribution channel. In the case of such products like T.V. sets, Air
Conditioner, etc., must have different distribution channels. Thus, decision- related to
the channel of distribution is taken based on consumer behaviour.
Decision regarding sales promotion

Consumer behaviour plays a vital role in deciding the sales promotion. It enables the
producer to motivate and encourage the consumer to make a purchase decision, and
the same is used in the promotional campaigns to awaken the desire to purchase the
product.
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Exploiting marketing opportunities
The study of consumer behaviour helps a marketer identify the needs, wants, desires
and problems, etc. of the consumer. This information and knowledge help the marketer
exploit market opportunities and meet the challenges in the market.
Consumer do not always act or react predictably

The consumers compare the past to react to price levels as if price and quality had
positive relations. Today, the consumer gives less value for money but gives more
attention to superior features.
Highly diversifies consumer preferences

The consumer can shift from your product to another due to the unavailability of
choices. Thus, a proper understanding of consumer behaviour will help you identify
changes in consumers' preferences. It also helps in retaining and sustaining the
customer for a long time.
Implementing marketing concepts
All customers need to be given equal importance; therefore, implementing and
identifying the target market before production is important to deliver the desired
customer satisfaction.
(Aque et al., 2021) Digital marketing and economic stability are interrelated, as an
online business has a significant impact on economic growth. There is a high chance
that online selling affects the growth and stability of our economy. Consumer
behavior has a major effect on e-commerce. Due to the convenience of the practice, e-
commerce is anticipated to continue to gain popularity. Local industries should
embrace it rather than oppose this new reality. They can use digital marketing to
develop a website and advertising campaigns that will put them in front of their target
audiences. It is not tough to compete against giant corporations. It only needs a well-
thought-out online strategy and a capable digital marketing business.
Cammayo (2021) The MSMEs studies adopt digital marketing techniques, but to a
"low" degree, with a grand mean of 1.1879. They continue to use traditional customer
acquisition and retention techniques. They lack the abilities necessary to effectively
utilize current technologies, such as email marketing, a Google "my business"
account,
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and other forms of information exchange (ICT). Marketing tactics involving ICT have
a major and direct impact on the financial success of Micro, Small, and Medium
Enterprises (MSME). This means that by increasing the level of adoption of ICT-
related marketing tactics, the MSME sector's financial performance will also improve.
She discovered a significant correlation between e-commerce and organizational
performance in Pakistan's banking sector. They contend that deploying e-commerce
benefits an organization's business operations, employee job performance, and
consumer satisfaction. The financial performance of MSMEs in Isabela, Philippines is
qualitatively characterized as "low”. They struggle to obtain credit. As a result, their
working capital is constrained by the business's revenue and it is argued that
providing sufficient financing to MSMEs will increase and sustain their profitability
and growth.
Santos (2020) among the advantages of digital marketing is that it is low-cost but
successful at attracting clients 24 hours a day. Online marketing is the practice of
advertising and selling items and services through the use of digital and virtual
environments. In addition, online marketing has both advantages and disadvantages
for online business sellers; its benefits include the elimination of the need for online
stores because social media may act as their marketing platform, the ease with which
they can reach clients via internet access, and the ability to have two-way discussions
at their own pace. However, its limitations include the fact that some buyers still
prefer to view and inspect products or services in person and are also unwilling to pay
for transactions. Additionally, the business profile (years in operation, monthly net
income, and online marketing training) has no bearing on the rewards and challenges
encountered by online business sellers. Similarly, training in online marketing and the
various types of online businesses (product-based, service-based, and product-and-
service-based) has little bearing on the rewards and challenges encountered.
Finotto et al., (2020), digital marketing strategies are seen favorably in the wine
business, particularly by small wineries, because of the richness of product and terroir
communication, their apparent affordability in comparison to traditional marketing
strategies, and the access to foreign markets they enable. While the value of digital
marketing is well recognized, the reality is sobering: many wineries are behind the
curve in terms of digital tool usage.
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Dewi (2020), Social media can be considered as a virtual medium that helps people
enhance their social interactions. Through public relations, Wonderful Bali's digital
marketing approach has succeeded in establishing a positive reputation among
consumers due to the company's ability to connect effectively with them. Almost
every business owner has used digital media to sell their products.
(Alghizzawi, 2019) Digital marketing, enabled by mobile technologies, social media

platforms, and eWOM, has become ingrained in our worldwide lives and has
supplanted traditional modes of communication and marketing. Recently, the area of
marketing has grown in sophistication as a result of the impact of intense global
competition on numerous sectors through new technology. These factors influence
customer behavior and tourist perceptions, in contrast to the traditional methods of
marketing and advertising. Consumers benefit from the new broad templates of digital
technology, which supply a lot of information and numerous tourism services. With
the advancement of technology and the changing habits of With the new generation, it
is evident that businesses must embrace a new method of connecting with consumers,
particularly in the tourist sector, where destination selections are no longer as diverse
as they once were.
(Bizhanova, 2019) Predictions of growing consumer power in the digital age before
the turn of the century were enhanced by the Internet's advent and then rekindled by
social media. Consumer behavior changes require businesses to rethink their digital
marketing strategies. Currently, much of the research in this area is focused on the
client rather than the firm. The second generation of Internet applications enriches
marketing efforts by enabling businesses to experiment with new modes of
communication and collaborate with their customers on content creation. The extent
to which businesses engage in digital marketing can be classified according to the
perceived benefits and uses of the medium. To increase customer engagement through
digital marketing, marketers must emphasize relationship-based interactions.
(Saura et al., 2019) Furthermore, the expansion of information technologies and the
internet has been one of the most significant shifts in the company world over the
previous decade. The internal structure and organization of businesses have developed
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in response to the emergence of a digital environment shaped by internet business
models and digital marketing (DM) approaches.
Durai et al., (2019), to comprehend what digital marketing tactics are, it's helpful to
categorize what is not digital marketing. Printed, broadcast, television, and billboards
are not examples of digital marketing. These channels were highly lucrative for a long
time, but these aren't as efficient now. By using digital marketing channels and
methods the marketers can analyze their marketing campaigns to understand what is
working and what is not working in real-time. While the internet is inextricably linked
to digital marketing, other mediums are critical as well. With the phenomenal
expansion of smartphones and tablets in recent years, mobile has emerged as a
generally accepted channel for digital marketing. Social media has turned into a
formidable proponent for digital marketing. Initially, social networks were intended to
facilitate in-person connections. It has lead to the transformation of social networks
such as Facebook and Twitter into valuable digital marketing tools. For the success of
business in today’s world, it is important to have a strong digital footprint within the
internet. For this purpose when a business is defining its marketing plan, it should
incorporate a solid digital strategy. Without a digital marketing strategy, new client
engagements, brand awareness, and revenue-generating prospects are likely to suffer.
King (2019), that companies should keep the above factors that influence their
consumers in consideration to adopt the appropriate strategies in their digital
marketing efforts. They must conduct a comprehensive strategy to addressing the
consumer's need and using the potential provided by the digital marketing platform by
activating those factors that influence them in the various digital marketing channels.
For businesses to address this new market successfully, they must first understand the
elements in which their consumers live, how they think, and how their perception is
shifting in response to the increased use of technology in their daily activities. After
all, positive consumerism serves as an opportunity for businesses. Keeping this in
mind, businesses must develop appropriate digital strategies that cater to customer
wants to increase their chances of survival and growth, particularly due to the volume
and pace of change. caused through digitization.
20
Lockett (2018) to enable small retail business owners to improve derived sales
through the use of digital marketing, they must hire the right people, utilize successful
advertising methods, and carefully select explicit content online. Additionally,
corporate leaders developed direct contacts with the community to raise brand
awareness, accelerate growth, and ensure long-term viability. Business executives
utilize a variety of communication platforms to create and promote products and
services in the retail business, as well as to improve their organization's performance.
Ibrahim et al., (2018) due to a shift in consumer purchase behavior, digital marketers
are being drawn to social media advertising. According to social media surveys, the
average consumer spends 37 minutes per day on prominent social media channels
such as Facebook and Twitter, and 10% of internet users spend time on social media
sites. Consider the potential market share gains that social media marketing might
provide for internet marketers. In 2013, over 53% of digital marketers had already
established a social media presence for their companies, and by 2014, social
advertising spending would continue to expand.
(Ghotbifar, 2017) In terms of new communication channels, the digital era has seen
significant advancements in communications and marketing. As a result, businesses
today attempt to embrace digital marketing channels to give customers the most
appropriate services possible to increase their level of satisfaction. The findings
indicated that, of the four identified factors, some components, including operational
strategic factors and environmental factors, had a direct and beneficial effect on the
development of a digital marketing skill gap. Environmental elements such as social
and cultural circumstances, religion, technology, and economics all have a proactive
effect on the digital marketing skills gap. Additionally, the results indicated that the
abilities (Principles of Communication and Predicting the Future) had the largest and
smallest skill gaps in digital marketing for the investigated organizations,
respectively.
21
COMPANY PROFILE
3. COMPANY PROFILE
Allied Market Research :
Allied Market Research is a global market research and consulting firm that provides
comprehensive and insightful market intelligence to businesses, organizations, and
industry stakeholders across various sectors. With a focus on delivering actionable
insights and strategic guidance, Allied Market Research empowers clients to make
informed decisions and capitalize on market opportunities in an ever-evolving
business landscape.
Mission Statement:
At Allied Market Research, our mission is to empower businesses with actionable
insights and strategic guidance to navigate the complexities of the global marketplace
and achieve sustainable growth and success.
Vision:
Our vision is to be a trusted partner and leading provider of market intelligence and
consulting services, recognized for our commitment to excellence, integrity, and
innovation in delivering value to our clients worldwide.
Core Values:
 Excellence: We are committed to delivering high-quality research and
consulting services that exceed our clients' expectations and contribute to their
success.
 Integrity: We uphold the highest standards of integrity, ethics, and
professionalism in all aspects of our work, fostering trust and transparency
with our clients, partners, and stakeholders.
 Innovation: We embrace innovation and continuous improvement in our
methodologies, approaches, and solutions to adapt to changing market
dynamics and deliver cutting-edge insights.
 Collaboration: We believe in the power of collaboration and teamwork,
working closely with our clients, partners, and industry experts to achieve
shared goals and objectives.
22
 Client-Centricity: We prioritize the needs and objectives of our clients,
striving to deliver tailored solutions and personalized service to help them
achieve their business goals.
 Services Offered:
 Allied Market Research offers a wide range of services to meet the diverse
needs of our clients, including:
 Market Research Reports: We provide comprehensive market research
reports covering various industries, sectors, and geographies, offering valuable
insights into market trends, dynamics, competitive landscape, and growth
opportunities.
 Custom Research: Our experienced team of analysts conducts customized
research projects tailored to the specific requirements and objectives of our
clients, providing in-depth analysis and strategic recommendations to support
their business decisions.
 Consulting Services: We offer strategic consulting services to help businesses
develop and implement effective growth strategies, market entry strategies,
mergers and acquisitions, and other strategic initiatives, leveraging our
industry expertise and market insights.
 Data Analytics: Our advanced data analytics capabilities enable us to extract
actionable insights from large datasets, providing clients with valuable insights
into consumer behavior, market trends, and competitive intelligence.
 Market Intelligence Platforms: We provide access to our proprietary market
intelligence platforms, offering real-time updates, interactive dashboards, and
customizable reports to help clients stay informed and make timely decisions.
Industry Expertise:
Allied Market Research covers a wide range of industries and sectors, including but
not limited to:
 Healthcare and Life Sciences
 Information Technology and Telecommunications
 Automotive and Transportation
 Consumer Goods and Retail
 Aerospace and Defense
 Energy and Utilities
23
 Chemicals and Materials
 Banking, Financial Services, and Insurance (BFSI)
 Food and Beverages
 Pharmaceuticals and Healthcare
Global Presence:
Headquartered in Portland, Oregon, Allied Market Research has a global presence
with offices and operations spanning North America, Europe, Asia-Pacific, and Latin
America. Our multinational team of analysts and consultants brings together diverse
expertise and industry knowledge to serve clients worldwide.
Contact Us:
For more information about our services, market research reports, or consulting
offerings, please contact us at:
Website: www.alliedmarketresearch.com
Email: [email protected]
Phone: +1-800-792-5285 (U.S. Toll Free) / +1-503-894-6022 (International)
Address: Allied Market Research, 5933 NE Win Sivers Drive, #205, Portland, OR
97220, United States
At Allied Market Research, we are committed to delivering actionable insights,

strategic guidance, and value-added solutions to help businesses thrive in today's
dynamic and competitive marketplace.
Driven by innovation and value addition approach, Allied Market Research is

instrumental in market research and business consulting across various industry
verticals since its foundation in 2013. An advisory company of Allied Analytics LLP
based in Portland, Oregon, we are striving to offer valuable insights to our clientele
through extensive qualitative and quantitative research of different markets. Being a
market research firm, we strive to provide a comprehensive understanding of the
market to clients along with customizations based on their requirements. Our team of
dedicated and passionate analysts and industry experts work around the clock to
deliver value and serve clients with best of their capabilities. Adhering to our core
values of integrity,
24
quality, and reliability, Allied Market Research has been endeavoring to help clients
achieve sustainable growth. Our clientele includes some of the major Fortune 500
companies and many small & medium-sized enterprises. Our expertise, consulting,
and market insights have helped in devising expansion strategies based on
estimations, gaining competitive edge, and unlocking potential in untapped
economies. We foster the culture of cooperation, competence, openness, and
excellence to achieve the collective growth and endeavor to become one of the
leading market research firms in the world.
Allied Market Research, a market research and advisory company of Allied Analytics
LLP, provides business insights and market research reports to large as well as small-
& medium-scale enterprises. The company assists its clients to strategize business
policies and achieve sustainable growth in their respective market domain.
Allied Market Research provides one-stop solution right from data collection
to investment advice. The analysts at Allied Market Research dig out factors that help
clients understand the significance and impact of market dynamics. The company
applies client’s insight on the factors such as strategies, future estimations, growth or
fall forecasting, opportunity analysis, and consumer surveys among others. As
follows, the company offers consistent business intelligence support to help clients
transform into a prominent business firm.
25
RESEARCH METHODOLOGY
4. RESEARCH METHODOLOGY
1.1Objectives:
The general objective of this study is as listed below:
1. To examine the implication of digital marketing in consumer purchase decision
and to find out that the consumers are aware of digital marketing and the digital
channels influence in their purchase decision.
2. To evaluate the various channels preferred by consumers for buying decision over
traditional channels.
3. To analyse the impact of social media on consumer buying behaviour.
4. To find out which is the best social media preferred by customers.
1.1 Hypothesis:
1. Digital marketing activities have a significant influence on consumer purchase
decisions.
2. Consumers are not significantly aware of digital marketing and its various channels.
1.1 Research Design

Research design refers to "framework or plan for a study that guides the collection
and analysis of data" A typical research design of a company basically tries to resolve
the following issues:
a) Determining Data Collection Design
b) Determining Data Methods
c) Determining Data Sources
d) Determining Primary data collection Methods
e) Developing Questionnaires
f) Determining Sampling Plan
1.2 Data Collection

1.2.1 Primary Data
The primary data will collect by means of a survey. Questionnaires will prepare and
the employees in Allied Market Research will approach to fiIl up the questionnaires.
The questionnaire contains questions which reflect on the A Study on Training and
Development in Allied Market Research Nagpur on a grade scale of strongly disagree,
26
disagree, uncertain, agree and strongly agree for each question. The fiIl up
information will later analyze to obtain the required interpretation and the findings.
Following methods will be used for collecting primary data.
A]. Observation method
B] Interview method
C] Questionnaire method
1.2.2 Secondary Data

ln order to have a proper study of A Comparative Study on Social Media Marketing
and Traditional Marketing at Allied Market Research study will done from the various
sources such as books, internet references, companies manual, literature, official
documents, etc. A lot of data will be collected from the official websites of the Allied
Market Researchand the articles from various search engines like Google, yahoo
search and answers.com.
1.3 Sample Size: 100 Employees
1.4 Sample Area: Nagpur Branch

1.5 Sample Location: Nagpur City
1.6 Population:
Since it is not possible to study whole universe, it becomes necessary to take sample
from the universe to know about its characteristics. The total strength of company is
500. Hence we take the sample size 20% of 500.
1.7 Sample Plan

 Sampling Unit: Executive employee
 Sample Technique: Random Sampling.
 Research Instrument: Structured Questionnaire.
 Contact Method: Personal Interview.
27
1.8 Rational of Study
This study on Social Media Marketing at Allied Market Research is motivated by
several key considerations:
1. A study of their Social Media Marketing practices can provide valuable
insights into how companies in the market research domain leverage social
media to enhance brand visibility, engage with clients, and drive business
growth.
2. Social media is a powerful tool for shaping brand perception. Understanding
how Allied Market Research utilizes social media to communicate its brand
identity, values, and expertise can provide insights into the impact of SMM on
brand perception within the business-to-business (B2B) context..
3. The study aims to explore how Allied Market Research leverages social media
platforms to engage with clients, foster relationships, and provide value
beyond traditional research reports.
4. By providing a real-world case study of a market research company, the
research aims to enhance the scholarly discourse on effective SMM strategies
in professional service industries.
1.9 Importance of study

The importance of studying Social Media Marketing (SMM) at Allied Market
Research lies in the recognition of the pivotal role that social media plays in
contemporary business strategies. The study holds significance for several reasons:
 Provides Allied Market Research with a comprehensive understanding of the
strengths and weaknesses of its current social media marketing strategies.
 Identifies areas of improvement and opportunities for innovation in leveraging
social media platforms.
 Examines how social media contributes to client engagement and relationship
building in a B2B context.
 Identifies strategies that enhance client communication and satisfaction through
social media channels.
 Explores how social media contributes to shaping the brand perception of Allied
Market Research.
 Identifies strategies that enhance brand authority, credibility, and thought
leadership within the market research domain.
28
DATA ANALYSIS AND
INTERPRETATION
5. DATA ANALYSIS AND INTERPRETATION
Table No: 5.1 Usage of social media
Sr. No Usage of social media No. of Responses % of Responses

1 Yes 100 100
2 No 0 0
Total 100 100
Figure No: 5.1
USAGE OF SOCIAL MEDIA

0%
Yes No
100%
Interpretation
Form the above graph it is shows that the 100% respondent are using social media
platform for different purposes. Out of total respondents in this survey all the
participants use social media. It can be interpreted that social media has a great
influence in the day-to-day life of the people.
29
Table No: 5.2 Purpose of usage of social media
Purpose of usage of social

Sr. No No. of Responses % of Responses
media
1 Shopping 12 12
2 Chatting 36 36
3 Information 48 48
4 Make friends 4 4
Total 100 100
Figure No: 4.2
PURPOSE USAGE OF SOCIAL MEDIA
4% 12%
48% Shopping
36% Chatting
Information
Make friends
Interpretation
From the above graph it is shows that the 12% respondent are using of social media
for shopping, 48% respondents use social media for information. Along with this 36%
respondent are use social media for chatting. Only few use social media for shopping
and making friends
30
Table No: 5.3 Type of social media used daily
Sr. No Type of social media used No. of Responses % of Responses

1 Facebook 8 8
2 Instagram 25 25
3 WhatsApp 65 65
4 Snapchat 2 2
Total 100 100
Figure No: 5.3
TYPE OF SOCIAL MEDIA USED DAILY
2%8%
25%
Facebook
Instagram
65% WhatsApp
Snapchat
Interpretation
From the above graph it is shows that the 65% respondent are using WhatsApp on
daily use of social media app. 25% respondent are using social media as a daily ussr
of social media app. Only few are using facebook and snapchat daily.
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Table No: 5.4 Time spent on social media per day
Time spent on social

media per day
1 0 hours 0 0
2 1-5 hour 69 69
3 5-10 hour 30 30
4 10 hours or more 1 1
Total 100 100
Figure No: 5.4
TIME SPENT ON SOCIAL MEDIA PER DAY
10%%
30%
0 hours
1-5 hour
69% 5-10 hour
10 hours or more
Interpretation
Out of total respondents in this survey, majority of them spent time on social media 1-
5 hours per day. Some of them spent 5-10 hours per day. None of them spent 10
hours or more on social media. Only one respondent is not spending time on social
media daily. It can be interpreted that social media has become part of our daily life.
32
Table No: 5.5 Attention paid to advertisement on social media
Attention paid to
No. of
Sr. No advertisement on % of Responses
Responses
Social
Media
1 Yes 43 43
2 No 30 30
3 May be 27 27
Total 100 100
Figure No: 5.5
ATTENTION PAID TO ADVERTISEMENT ON SOCIAL MEDIA

27%
43%
Yes
No May be
30%
Interpretation
Out of total people participated we can understand that most of the respondents are
paying attention to advertisements on social media. Some of them are not paying
attention to soicla media . Some of them may be paying attention to advertisements
on social media.
33
Table No: 5.6 Trust on social media
Sr. No Trust on social media No. of Responses % of Responses

1 Yes 66 66
2 No 34 34
Total 100 100
Figure No: 5.6
TRUST ON SOCIAL MEDIA
34%
Yes
66%
No
Interpretation
Most of the respondents trust on social media. Still 34.4% don’t have trust on social
media.
34
Table No: 5.7 Influence of social media on buying decision
Influence of social media

on buying decision
1 Yes 51 51
2 No 21 21
3 May be 28 28
Total 100 100
Figure No: 5.7
INFLUENCE OF SOCIAL MEDIA ON BUYING DECISION
28%
51%
Yes
No
21% May be
Interpretation
From the above graph it is shows that the 51% respondents are influenced by social
media. Buying decision of 21 respondents are not influenced by social media. Buying
decision of 28 respondents may be influenced by social media.
35
Table No: 5.8 Percentage of purchase influenced by social media.
Percentage of purchase
influenced by social media
1 Below 25% 23 23
2 25%-50% 56 56
3 50%-75% 21 21
4 75%-100% 0 0
Total 100 100
Figure No: 5.8
USAGE OF SOCIAL MEDIA

0%
21% 23%
Below 25%
25%-50%
50%-75%
56% 75%-100%
Interpretation
From the above figure and table we can understand that 25%-50% of purchase of 56%
respondents are influenced by social media. Along with this 50%-75% of purchase of 21%
respondents and below 25% of purchase of 14 respondents are influenced by social media. It
is interpreted that 75%-100% of purchase of none of the respondents are influenced by social
media.
36
Table No: 5.9 preferred source of information for buying decision
Preferred source of
Sr. No information for buying No. of Responses % of Responses
Decision
1 Company’s website 15 15
2 Social media 31 31
3 Friends and relatives 42 42
4 Advertisements 12 12
Total 100 100
Figure No: 5.9
PREFERRED SOURCE OF INFORMATION FOR

BUYING DECISION
12% 15%
Company’s website
31% Social media
42% Friends and relatives
Advertisements
Interpretation
Friends and relatives are the most preferred source of information for buying decision and
next mostly preferred source is social media. The least preferred source of information for
buying decision are company’s websites and advertisements.
37
Table No: 5.10 Type of social media that influence purchase decision
Type of social media that

influence purchase decision
1 Instagram 49 49
2 Facebook 7 7
3 YouTube 39 39
4 Twitter 5 5
5 Blog Post 0 0
Total 100 100
Figure No: 5.10
TYPE OF SOCIAL MEDIA THAT INFLUENCE

PURCHASE DECISION
5% 0%
39% 49% Instagram

Facebook YouTube Twitter
Blog Post
7%
Interpretation
Purchase decision of most of the respondents are influenced by instagram and You Tube.
Only few of them are influenced by facebook and blog post. None of them are influenced by
twitter
38
Figure No:5 .11 Factors that drives attention in social media
No. of % of
Sr. No Factors that drive attention in social media
Responses Responses
1 The frequent exposure of product/ advertisements 20 20
2 Visual elements of advertisements & products 21 21
3 How important a product is to me 43 43
4 How a product is liked, commented & shared by others 16 16
Total 100 100
Figure No: 5.11
FACTORS THAT DRIVES ATTENTION IN SOCIAL MEDIA
16% 0% The frequent exposure of

20% product/ advertisements
Visual elements of advertisements & products
21% How important a product is to

43% me
How a product is liked, commented & shared by others
Blog Post
Interpretation
The importance of a product to consumer is the most important factor that drives attention in
social media. Along with this exposure of products/advertisements, visual elements of
products/advertisements, likes and comments shared by others are also factors that drives
attention in social media.
39
Figure No: 5.12 Factors that motivate consumers to shop through social media
Factors that motivate consumers

to shop through social media
1 Low Price 18 18
2 Save time 20 20
3 Quality of the product 18 18
4 Easy to make payment 8 8
5 Offers & discounts in social media 36 36
Total 100 100
Figure No: 5.12
FACTORS THAT DRIVES ATTENTION IN SOCIAL MEDIA
18% Low Price

36%
Save time
20%
Quality of the product
8%
Easy to make payment
18%
Offers & discounts in social

media
Interpretation
From the above table and figure we can understand that most of the respondents are
motivated by offers & discounts in social media to shop through social media Along with this
they are also motivated by factors like low price, saves time, quality of the product. Only of
few of them are motivated by the factor easy to make payment.
40
Figure No: 5.13 Advantages of social media compared to traditional media
Advantages of social media compared to No. of

Sr. No % of Responses
traditional media Responses
1 There is more information and easier access 46 46
2 Information reliability 18 18
3 They save my time 29 29
Better communication with other consumers
4 8 8
and business
Total 100 100
Figure No: 5.13
ADVANTAGES OF INSTAGRAM COMPARED

TO TRADITIONAL MEDIA
8% There is more information and

easier access
29% 45%
Information reliability
They save my time

18%
Better communication with
other consumers and business
Interpretation
Most of the respondents have the opinion that there is more information & easier access in
social media compared to traditional media. Some of them have the opinion that social media
saves time & has information reliability compared to traditional media. Only few of them
have the opinion that social media has better communication with other consumers and
business compared to traditional media.
41
Figure: 5.14 Ability to seek out products/services information
Ability to seek out products/services No. of % of

Sr. No
information Responses Responses
1 Strongly Agree 14 14
2 Agree 54 54
3 Neutral 29 29
4 Disagree 3 3
5 Strongly Disagree 0 0
Total 100 100
Figure No: 5.14
ABILITY TO SEEK OUT PRODUCTS/SERVICES INFORMATION
3%0% 14%
29%
Strongly Agree
Agree
Neutral
54% Disagree
Strongly Disagree
Interpretation
From the above graph it shows that the more than 54% respondents agree that with social
media sites they are able to seek out products/services information actively. 29% respondent
have neutral opinion. Only 14% respondent disagree and none of them strongly disagree with
the statement.
42
Table No: 5.15 Influence of advertisements on social media for trying new brands
Sr. Influence of advertisements on social media No. of % of

No for trying new brands Responses Responses
2 Agree 54 54
3 Neutral 30 30
4 Disagree 6 6
Total 100 100
Figure No: 5.16
INFLUENCE OF ADVERTISEMENTS ON SOCIAL MEDIA FOR

TRYING NEW BRANDS
6% 0% 12%
29% Strongly Agree

Agree Neutral
53% Disagree
Strongly Disagree
Interpretation
From the above graph it is shows that the 53% respondents agree with the fact that
advertisements / posts/reviews on social media influence to try new brands/products/services.
6% people don’t have any particular or strong opinion. 12% people strongly agree with this
fact and none of them strongly disagree with this fact.
43
Table No: 516 Influence of promotions and discounts in social media on consumer
behavior
Influence of promotions and discounts in No. of % of

Sr. No
social media on consumer behavior Responses Responses
2 Agree 49 49
3 Neutral 25 25
4 Disagree 6 6
Total 100 100
Figure No: 5.16
INFLUENCE OF PROMOTIONS AND DISCOUNTS IN SOCIAL

MEDIA ON CONSUMER BEHAVIOR
6% 0%
20%
Strongly Agree
25%
Agree
Neutral Disagree
Strongly Disagree
49%
Interpretation
From the above graph it shows that the More than 49% respondents agree that promotions
and discounts on social media influence consumer behavior. 25% of them have neutral
opinion. Only 6% respondents disagree and none of them strongly disagree.
44
Table No: 5.17 Use of information on social media in case of uncertainties regarding a
purchase
Use of information on social media in case of No. of % of

Sr. No
uncertainties regarding a purchase Responses Responses
2 Agree 31 31
3 Neutral 44 44
4 Disagree 8 8
Total 100 100
Figure No: 5.17
USE OF INFORMATION ON INSTAGRAM IN CASE OF

UNCERTAINTIES REGARDING A PURCHASE
8% 2% 15%
Strongly Agree
Agree Neutral Disagree
44% 31%
Strongly Disagree
Interpretation
From the above graph it shows that the More than 44% respondents agree with the fact that
information available on social media is used in case of uncertainties regarding a purchase.
8% respondents don’t have any particular or strong opinion. Only 15% respondents strongly
agree withthis fact and only 2% respondent strongly disagree with this fact.
45
Table No: 5.18 Introduction of effective platforms by social media to gain customer
attention
Introduction of effective platforms by social No. of % of

Sr. No
media to gain customer attention Responses Responses
2 Agree 42 42
3 Neutral 34 34
4 Disagree 6 6
Total 100 100
Figure No: 5.18
INTRODUCTION OF EFFECTIVE PLATFORMS BY SOCIAL

MEDIA TO GAIN CUSTOMER ATTENTION
6% 0%
18%
34% Strongly Agree

Agree Neutral
42% Disagree
Strongly Disagree
Interpretation
From the above graph it shows that the more than 42% respondents agree with the fact that
social media has provided more effective platforms to new products to gain consumer’s
attention. 34% respondents have neutral opinion. Only 6% respondents disagree and none of
them strongly disagree with this fact.
46
Table No: 5.19 Enhancement of knowledge regarding products with the help of social
media
Enhancement of knowledge regarding No. of % of

Sr. No
products with the help of social media Responses Responses
2 Agree 60 60
3 Neutral 18 18
4 Disagree 2 2
Total 100 100
Figure No: 5.19
ENHANCEMENT OF KNOWLEDGE REGARDING PRODUCTS

WITH THE HELP OF SOCILA MEDIA
20%%
18% 20%
Strongly Agree
Agree Neutral Disagree
60% Strongly Disagree
Interpretation
From the above graph it shows that the more than 60% respondents agree with statement that
social media increased knowledge regarding different products and services. 18%
respondents don’t have particular any particular or strong opinion. Only 20% respondents
strongly agree with the statement and none of them strongly disagree with the statement.
47
FINDINGS, CONCLUSION,
RECOMMENDATION AND
VERIFICATION OF HYPOTHESIS
6. FINDINGS, CONCLUSION,
RECOMMENDATION AND VERIFICATION
OF HYPOTHESIS
6.1 Findings:
1. The findings indicate that all respondents (100%) are utilizing social media
platforms for various purposes. This suggests a pervasive influence of social
media in the daily lives of individuals surveyed.
2. The study reveals that while a minority of respondents (4%) use Facebook for
shopping, the majority use it for gathering information (48%) and chatting
(36%), with a smaller percentage (12%) using it to make friends.
3. WhatsApp emerges as the most frequently used social media platform on a
daily basis, with 65% of respondents utilizing it daily, followed by Instagram
at 25%. Daily usage of Facebook and Snapchat is comparatively low.
4. The majority of respondents spend 1-5 hours per day on social media,
indicating its significant integration into daily routines. A smaller percentage
spends 5-10 hours, and only one respondent spends 10 hours or more daily.
5. A notable portion of respondents (43%) pay attention to advertisements on
Facebook, while others either do not pay attention (30%) or may occasionally
do so (27%).
6. The study finds that a significant majority of respondents (66%) trust
Facebook, although a noteworthy minority (34%) do not share this sentiment.
7. The findings indicate that social media influences a considerable portion of
purchases, with the majority falling in the 25%-50% range (56% of
respondents), followed by 50%-75% (21%), and below 25% (23%).
8. Consumer interest in products, as well as exposure and visual elements of
advertisements, are highlighted as primary factors driving attention on social
media platforms like Facebook.
9. The study reveals that offers and discounts on Facebook are the primary
motivators for shopping through the platform, followed by factors such as low
prices, time-saving, and product quality.
10. Respondents cite the abundance of information and easier access as the
primary advantage of Facebook over TV advertisements, followed by time-
saving and information reliability.
11. A majority of respondents (54%) agree that advertisements, blog posts, and user
48
reviews on Facebook influence them to try new brands/products/services, with
a notable portion strongly agreeing (12%).
12. The study finds that promotions and discounts on Facebook significantly
influence consumer behavior, with over 69% of respondents either agreeing or
strongly agreeing with this statement.
49
6.2 Conclusion:
The study on Social Media Marketing versus Traditional Marketing conducted by

Allied Market Research provides valuable insights into the evolving landscape of
marketing strategies. Through comprehensive analysis and interpretation of data,
several key conclusions can be drawn.
Firstly, the findings underscore the ubiquitous presence of social media platforms in
the daily lives of consumers. With all respondents utilizing social media for various
purposes, it is evident that these platforms have become integral to communication,
information dissemination, and social interaction.
Secondly, the study highlights the significant impact of social media on consumer
behavior and preferences. From influencing purchase decisions to driving attention
through targeted advertisements and promotions, social media emerges as a powerful
tool for marketers to engage with their target audience effectively.
Moreover, the research sheds light on the trust factor associated with social media
platforms, with a majority of respondents expressing trust in platforms like Facebook.
This trust, coupled with the persuasive influence of promotions and discounts,
underscores the importance of building a strong online presence and cultivating
consumer trust in digital marketing endeavors.
Additionally, the study emphasizes the advantages offered by social media over
traditional marketing channels. The accessibility of information, interactive nature,
and ability to target specific demographics make social media marketing a preferred
choice for businesses seeking to reach and engage with their audience in a more
personalized manner.
In conclusion, the findings of this study reaffirm the growing significance of social
media marketing in the contemporary marketing landscape. As consumer behavior
continues to evolve in the digital age, businesses must adapt their marketing strategies
to leverage the power of social media effectively. By understanding and harnessing
the potential of social media platforms, businesses can enhance their brand visibility,
engage with their audience, and drive business growth in an increasingly competitive
marketplace.
50
6.3 Recommendation:
1. Businesses should prioritize integrating social media platforms into their

marketing strategies to effectively reach and engage with their target audience.
This includes establishing a strong presence on popular social media channels,
creating engaging content, and leveraging targeted advertisements to enhance
brand visibility and engagement.
2. Building and maintaining consumer trust is paramount in the digital age.
Businesses should prioritize transparency, authenticity, and responsiveness in their
interactions with consumers on social media platforms. This includes actively
engaging with customer feedback, addressing concerns promptly, and delivering
on brand promises to foster trust and loyalty.
3. Leveraging the wealth of data available through social media platforms,
businesses should tailor their marketing efforts to meet the specific needs and
preferences of their target audience. This includes implementing personalized
marketing campaigns, segmenting audiences based on demographics and interests,
and delivering relevant content that resonates with consumers.
4. To stand out in the crowded digital landscape, businesses should focus on creating
high-quality, engaging content that captivates and inspires their audience. This
includes leveraging multimedia content such as videos, images, and interactive
posts to enhance engagement and drive user interaction on social media platforms.
5. Continuous monitoring and analysis of key performance metrics are essential for
evaluating the effectiveness of social media marketing efforts. Businesses should
utilize analytics tools to track metrics such as reach, engagement, conversion
rates, and return on investment (ROI), and use these insights to refine and
optimize their marketing strategies over time.
6. In the fast-paced world of social media marketing, businesses must remain agile
and adaptive to changing trends, consumer preferences, and technological
advancements. This includes staying abreast of emerging platforms and
technologies, experimenting with new strategies and tactics, and adapting quickly
to capitalize on new opportunities in the ever-evolving digital landscape.
51
6.4 Verification of Hypothesis:
Hypothesis 1: Digital marketing activities have a significant influence on consumer
purchase decisions.
Verifications: From the above figure 5.7 and table 5.7, we can understand that 25%-
50% of purchase of 56% respondents are influenced by social media. Along with this
50%-75% of purchase of 21% respondents and below 25% of purchase of 23%
respondents are influenced by social media. It is interpreted that 75%-100% of
purchase of none of the respondents are influenced by social media. Therefore, Digital
marketing activities have a significant influence on consumer purchase decisions.
Hence Hypothesis is Positive.
Hypothesis 2: Consumers are not significantly aware of digital marketing and its
various channels.
Verifications: From the above graph it is shows that the 65% respondent are using
WhatsApp on daily use of social media app. 25% respondent are using Instagram as a
daily user of social media app. Only few are using Facebook and snapchat daily.
Hence Hypothesis is Positive.
52
ANNEXURE
ANNEXURE
a] Bibliography
1. “Marketing Management” by Philips Kotler 10th Edition in 1998, Hall of India
Pvt.Ltd, New Delhi-110001.
2. “Marketing Research” by Luck Rubin 7th Edition in 1999, Hall of India Pvt.Ltd,
New Delhi-110001.
3. “Research Methodology Methods & Techniques”, by Kothari C.R. 2nd Edition,
Wishwa Publication, New Delhi-110001
Reference:
1. Aque, A. J. A., Madronero, I. M., Nabasca, R. B., Edig, M. M. N., & Buladaco, M. V.
M. (2021). Relationship between Digital Marketing and Economic Stability of Online
Sellers in Panabo City. International Journal of Scientific Research and Engineering
Development, 4(1), 805-815.
2. Cammayo, E. U. (2021). Correlation Between Marketing Strategies and Financial
Performance of Micro Small Medium Enterprises in Isabela, Philippines. Turkish
Journal of Computer and Mathematics Education, 12(10), 4211-4222
3. Santos, K. E. S. (2020). Online Marketing: Benefits and Difficulties to online
Business Sellers. International Journal of Advanced Engineering Research and
Science, 7(3), 159-163.
4. Finotto, V., & Mauracher, C. (2020). Digital marketing strategies in the Italian wine
sector. International Journal of Globalisation and Small Business, 11(4), 373-390.
5. Dewi, N. P. R. C. (2020). Digital marketing strategy on travel tourism businesses in
marketing 4.0 era. International Research Journal of Management, IT and Social
Sciences, 7(3), 58-64.
6. Alghizzawi, M. (2019). The role of digital marketing in consumer behavior: A
survey. Int. J. Inf. Technol. Lang. Stud, 3(1), 24-31.
7. Bizhanova, K., Mamyrbekov, A., Umarov, I., Orazymbetova, A., & Khairullaeva, A.
(2019). Impact of digital marketing development on entrepreneurship. In E3S web of
conferences, 135, 04023. EDP Sciences.
8. Saura, J. R., Palos-Sanchez, P. R., & Correia, M. B. (2019). Digital marketing
strategies based on the e-business model: Literature review and future directions.
Organizational Transformation and Managing Innovation in the Fourth Industrial
Revolution, 86-103.
9. Durai, T., & King, R. (2019). Impact of Digital Marketing on the growth of
consumerism. SSRN Electronic Journal. http://dx.doi.org/10.2139/ssrn.3344421
53
10. King, R., & Durai, T. (2019). Impact of Digital Marketing on the growth of
consumerism. SSRN Electronic Journal.
11. Lockett, A. (2018). Online marketing strategies for increasing sales revenues of small
retail businesses. Walden Dissertations and Doctoral Studies.
12. Ibrahim, S. S., & Ganeshbabu, P. (2018). A Study on the Impact of Social Media
Marketing Trends on Digital Marketing. Shanlax International Journal of
Management, 6(1), 120-125.
13. Ghotbifar, F., Marjani, M. R., & Ramazani, A. (2017). Identifying and assessing the
factors affecting skill gap in digital marketing in communication industry companies.
Independent Journal of Management & Production, 8(1), 001-014.
Websites:
www.hdfcbank.com
54
b] Questionnaire:
Questionnaire for retailers:
Name of the Respondent…………………………… Contact No…………………

Address…………………………………………………………………………………
Gender: male/female
1. Do you use social Media?
a) Yes
b) No
2. Purpose of usage of social Media

a) Shopping
b) Chatting
c) Information
d) Make friends
e) Other
3. Which of the following type of social media are you using on a daily
basis?
a) Facebook
b) Instagram
c) Whatsapp
d) Snap chat
e) Other
4. Time you spent on Social Media per day

a) 0 hour
b) 1-5 hours
c) 5-10 hours
d) 10 hours or more
55
5. Do you pay attention to advertisement on Social Media websites?
a) Yes
b) No
c) Maybe
6. Do you trust social media?
a) Yes
b) No
7. Does Social Media influence your buying decision?

a) Yes
b) No
c) Maybe
8. How much of the purchase do you feel was influenced by Social Media?
a) Below 25%
b) 25%-50%
c) 50%-75%
d) 75%-100%
9. What is your preferred source of information for buying decision?

a) Company’ website
b) Social media
c) Friends & relatives
d) Advertisements
e) Other
10. Which type of social media influence your purchase decision?

a) Instagram
b) Facebook
c) You Tube
d) Twitter
e) Blog Post
f) Other
56
11. In your opinion which of these factors drives your attention in Social
Media?
a) The frequent exposure of products/advertisements
b) Visual elements of advertisements & products
c) How important a product is to me
d) How much a product is liked, commented & shared by others
e) Other
12. In your opinion which of these factors motivate you to shop through
Social Media platforms
a) Low price
b) Saves time
c) Quality of the product
d) Easy to make payment
e) Offers & discounts in social media
f) Other
13. In your opinion what are the advantages of social media compared to
traditional media
a) There is more information and easier access
b) Information reliability
c) They save my time
d) Better communication with other consumers and business
e) Other
14. Do you think that with Social Media sites, you are able to seek out
products/services information actively?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
57
15. Do you agree that, for instance, advertisements/blog posts/ user reviews
on Social Media influence you to try new brands/ products/ services?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
16. Do you think that promotions, discounts and deals on social media
influence consumer behaviour?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
17. Do you agree that you use information available on social media you
have uncertainties regarding a purchase
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
18. Do you agree that social media has provided more effective platforms to
new products/services/brands to draw consumer’s attention?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
58
19. Do you agree with the statement that Social Media increased and
enhanced my knowledge regarding different products and services?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
59
SYNOPSIS
ON
"A STUDY ON SOCIAL MEDIA MARKETING VERSUS
TRADITIONAL MARKETING AT ALLIED MARKET
RESEARCH"
Submitted to
School of Commerce and Management
Yashwantrao Chavan Maharashtra Open University, Nashik
In partial fulfilment of the requirement for the award of the degree Master
of Business Administration
(Marketing Management)
Submitted By:
Swapnil Arvindrao Shegekar
PRN: 2013017001693576
M.B.A. Final Year
Under the Guidance of

Dr. Pravin Bhagdikar
Through
Study Centre (44127)
Annasaheb Gundewar College, Nagpur.
(2023-2024)
1
1. Introduction:
People were communicating with other people without a language in olden days. There is a
massive change in the method of communication in modern days. Social Media have become
a convenient way to communicate among all age clusters. The Internet and particularly social
media have modified the shoppers and marketers communicating medium. The Internet has
characteristics such as - the power to inexpensively store huge amounts of data at different
locations - the powerful search engines, organizing and disseminating of data - the power to
function a physical distribution medium as software - relatively low prices. With the help of
net and the presence of various social media sites it is now possible for business people to
meet worldwide customers at single click of the button. Thanks to the internet technology,
which helps the consumer to search the product on the web, view the review and ranking of
existing customers for the product before he purchased the product. Consumers use the
technology now a days too much as computer is used by many consumers so use of online
marketing. Consumer purchase decision is influenced by social media through group
communication. The web platform is a new method for developing the business. Social media
modifies the communication methods between sellers and buyers. The analysis of consumer
behavior is the core activity for selling product and service since most consumers are using
the internet and on-line social media tools. Social media become an important media to
introduce and market products and also to do surveys. Nowadays Social media is an
important marketing tool for promotional activities. Hence it becomes necessary to perceive
how Social media is affecting consumer behavior.
Definition of social media.

It is termed as the collection of online communication of various inputs which may be
community-based or individual, interactions, intercommunications, contents sharing,
websites and many more among different users”. Whereas various social media specialists
define the term social media and their definitions on the various points: it's • An on-line
medium powered by the net for social communication.
A two-way communication medium.
A medium that permits creation and exchange of information.
A medium that is supported by web technology services.
2
2. Rational of Study
This study on Social Media Marketing at Allied Market Research is motivated by several key
considerations:
1. A study of their Social Media Marketing practices can provide valuable insights into
how companies in the market research domain leverage social media to enhance brand
visibility, engage with clients, and drive business growth.
2. Social media is a powerful tool for shaping brand perception. Understanding how
Allied Market Research utilizes social media to communicate its brand identity,
values, and expertise can provide insights into the impact of SMM on brand
perception within the business-to-business (B2B) context..
3. The study aims to explore how Allied Market Research leverages social media
platforms to engage with clients, foster relationships, and provide value beyond
traditional research reports.
4. By providing a real-world case study of a market research company, the research aims
to enhance the scholarly discourse on effective SMM strategies in professional service
industries.
3. Importance of study
The importance of studying Social Media Marketing (SMM) at Allied Market Research lies
in the recognition of the pivotal role that social media plays in contemporary business
strategies. The study holds significance for several reasons:
 Provides Allied Market Research with a comprehensive understanding of the strengths
and weaknesses of its current social media marketing strategies.
 Identifies areas of improvement and opportunities for innovation in leveraging social
media platforms.
 Examines how social media contributes to client engagement and relationship building
in a B2B context.
 Identifies strategies that enhance client communication and satisfaction through social
media channels.
 Explores how social media contributes to shaping the brand perception of Allied Market
Research.
3
 Identifies strategies that enhance brand authority, credibility, and thought leadership
within the market research domain.
4. Objectives:
1. To examine the implication of digital marketing in consumer purchase decision
and to find out that the consumers are aware of digital marketing and the digital
channels influence in their purchase decision.
2. To evaluate the various channels preferred by consumers for buying decision over
traditional channels.
3. To analyse the impact of social media on consumer buying behaviour.
4. To find out which is the best social media preferred by customers.
5. Hypothesis:
1. Digital marketing activities have a significant influence on consumer purchase decisions.
2. Consumers are not significantly aware of digital marketing and its various channels.
4
6. Research methodology
(A) Research Design
Research design refers to "framework or plan for a study that guides the collection and analysis
of data" A typical research design of a company basically tries to resolve the following issues:
a) Determining Data Collection Design
b) Determining Data Methods
c) Determining Data Sources
d) Determining Primary data collection Methods
e) Developing Questionnaires
f) Determining Sampling Plan
Data Collection Methods

A] Primary Data:
The primary data will collect by means of a survey. Questionnaires will prepare and the
employees in Allied Market Research will approach to fiIl up the questionnaires. The
questionnaire contains questions which reflect on the A Study on Training and Development
in Allied Market Research Nagpur on a grade scale of strongly disagree, disagree, uncertain,
agree and strongly agree for each question. The fiIl up information will later analyze to obtain
the required interpretation and the findings. Following methods will be used for collecting
primary data.
A]. Observation method
B] Interview method
C] Questionnaire method
(b) Secondary Data

ln order to have a proper study of A Comparative Study on Social Media Marketing and
Traditional Marketing at Allied Market Research study will done from the various sources
such as books, internet references, companies manual, literature, official documents, etc. A
lot of data will be collected from the official websites of the Allied Market Researchand the
articles from various search engines like Google, yahoo search and answers.com.
[C] Sample Size: 100 Executive Employee
[D] Sample Area: Nagpur Branch
5
[E] Population: Since it is not possible to study whole universe, it becomes necessary to take
sample from the universe to know about its characteristics. The total strength of Executive in
company is 500. Hence we take the sample size 20% of 500 executive. i.e 100.
[F] Sample Plan:

 Sampling Unit: Executive of Allied Market Research
 Sample Technique: Random Sampling.
 Research Instrument: Structured Questionnaire.
 Contact Method: Personal Interview.
7. Expected contribution:
It is commonly accepted that the human resource management function of any organization
plays a crucial role in the attainment of its goal. Quite a number of practices are undertaken in
the human resource management function to ensure the organization attracts and retains
competent employees who in turn create an important source of competitive advantage for a
firm. The study was conducted to establish the relationship between Training and
development as human resource management function and their effect on performance and
productivity of Employees of Allied Market Research. The target respondents involved in this
study were 100 employees selected randomly.
6
8. Chapter Scheme
1. Introduction/ Executive Summary
a. Introduction to study
2. Review of Literature
3. Company Profile
b. History
c. Funding
d. Operations and Services
e. SWORT Analysis
4. Research methodology
f. Research Design
g. Method of data collection
i. Primary Data
i. Questionnaire
ii. Interview
iii. Observation Method
ii. Secondary Data
Books, Journals
Internet References
h. Sample Location
i. Population
j. Sample Size
k. Sample Technique
5. Data Analysis and Interpretations
6. Findings, Conclusion, Recommendation and verification of Hypothesis
7. Annexure
a] Bibliography
b] Questionnaire
7
Bibliography:
1. Kothari C.R: Research methodology
2. “Marketing Management” by Philips Kotler 10th Edition in 1998, Hall of India Pvt.Ltd,
New Delhi-110001.
3. “Marketing Research” by Luck Rubin 7th Edition in 1999, Hall of India Pvt.Ltd, New
Delhi-110001.
4. “Research Methodology Methods & Techniques”, by Kothari C.R. 2nd Edition, Wishwa
Publication, New Delhi-110001
Reference:
1. Aque, A. J. A., Madronero, I. M., Nabasca, R. B., Edig, M. M. N., & Buladaco, M. V. M. (2021).
Relationship between Digital Marketing and Economic Stability of Online Sellers in Panabo City.
International Journal of Scientific Research and Engineering Development, 4(1), 805-815.
2. Cammayo, E. U. (2021). Correlation Between Marketing Strategies and Financial Performance of
Micro Small Medium Enterprises in Isabela, Philippines. Turkish Journal of Computer and
Mathematics Education, 12(10), 4211-4222
3. Santos, K. E. S. (2020). Online Marketing: Benefits and Difficulties to online Business Sellers.
International Journal of Advanced Engineering Research and Science, 7(3), 159-163.
4. Finotto, V., & Mauracher, C. (2020). Digital marketing strategies in the Italian wine sector.
International Journal of Globalisation and Small Business, 11(4), 373-390.
5. Dewi, N. P. R. C. (2020). Digital marketing strategy on travel tourism businesses in marketing 4.0
era. International Research Journal of Management, IT and Social Sciences, 7(3), 58-64.
Websites:
www.alliedmarketresearch.com
……………………………………………………………………………………
Mr. Swapnil Arvindrao Shehekar Dr. Pravin Bhagdikar

Researcher Guide
PRN: 2013017001693576

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A PROJECT REPORT ON

“Analyzing the Financial Performance of ICICI Bank Over the

In Partial Fulfilment of Award of Degree of

Under the guidance of

YCMOU Study (44127)

This is to certify that a project report on “Analyzing the Financial

Date: Dr. Pravin Bhagdikar

Mr. Tarun Charanjeet Simoniya

First and foremost, I would like to express my deepest gratitude to research

Mr. Tarun Charanjeet Simoniya

4 Financial Performance Analysis 26

5 Macroeconomic Impact on ICICI Bank 29

6 Findings and Recommendation 48

Financial Statement Analysis

b) Profit and Loss account and

c) other operative data.

 The first task of financial analysis is to select the information relevant

Uses of Financial Statement Analysis:

Sources of Financial Information:

Tools of Financial Analysis:

The two statements are: -

• The Balance Sheet

• Profit And Loss Account

Definition of social media:

Features of social media

2. Enterprise Social Networking

10. Virtual Worlds

Advantages of social media

Disadvantages of social media

Characteristics of Consumer Behavior:

2. Consumer Behaviour involves more than Buying: Consumer behaviour is not

3. Consumer Behaviour is a Dynamic Process: Consumer Behaviour is dynamic

4. Consumer Behaviour involves Interactions among Many People: Consumer

6. Consumer Behaviour involves Exchanges: Consumer behaviour involves

Nature of consumer behavior

Undergoes a constant change:

Varies from region to region and country to county:

Leads to purchase decision:

Varies from product to product:

Improves standard of living:

Factors influencing consumer behavior

3. Cultural Factors: It is believed that an individual learns the set of values,

Types of Consumer Behavior

2. Dissonance- reducing buying behaviour

3. Habitual buying behaviour

4. Variety seeking behaviour

Importance of consumer behavior

Decision regarding the channel of distribution

Decision regarding sales promotion

Consumer do not always act or react predictably

Highly diversifies consumer preferences

(Alghizzawi, 2019) Digital marketing, enabled by mobile technologies, social media

At Allied Market Research, we are committed to delivering actionable insights,

Driven by innovation and value addition approach, Allied Market Research is

1.1 Research Design

1.2 Data Collection

1.2.2 Secondary Data

1.3 Sample Size: 100 Employees

1.4 Sample Area: Nagpur Branch

1.7 Sample Plan