Gaurav 2ND File

Digital Marketing Project – 1
ON
The New Trends of Digital Marketing and Its
Role in Changing Consumer
Behavior and Market Expansion
J.C. BOSE UNIVERSITY OF SCIENCE & TECHNOLOGY YMCA,
FARIDABAD DEPARTMENT OF MANAGEMENT STUDIES
FOR PARTIAL FULFILMENT FOR THE AWARD OF DEGREE OF (BACHELOR OF

BUSINESS ADMINISTRATION)
SESSION - 2022-25
SUBMITTED BY:
GAURAV
University Roll No:22035305015
Branch- BBA(IIDM)
UNDER THE SUPERVISION OF
Ms. Ranjana Katyal (Assistant Professor)
DEPARTMENT OF MANAGEMENT STUDIES

1
NGF COLLEGE OF ENGINEERING AND TECHNOLOGY, PALWAL
2
ACKNOWLEDGEMENT
I would like to sincerely appreciate to the individuals who gave me guidance, advices, opinions and
support throughout the entire research project has done. Thus, I only can complete any research
efficiently and effectively.
Ms. Ranjana Katyal my faculty supervisor who has always given a right way to accomplish the
report and also provide some valuable ideas and suggestion to enhance math to complete the research
monthly and successfully.
The teacher of department of management studies specially Dr. Manpreet Kaur (HOD, Department of
Management Studies, NGFCET) who gave who have given different ideas to make more presentable
report with different tools and techniques of research methodology.
Moreover, I would like to appreciate my college specially Mr. Ashwini Prabhakar (CEO, NGFCET,
Palwal) and Dr. Sharat Kaushik (Director- principle, NGFCET, Palwal) for giving me this valuable
opportunity to carry out this research project before I post graduate from the university. I have gained a
lot of experience, knowledge and information which are related to carry out the research. Otherwise,
we would also like to thanks our classmate for their valuable assistance and sharing knowledge about
the research project and also their supportive action. Therefore, this can help us carried out our research
project more specially easily and running smoothly.
Gaurav
3
NGF COLLEGE OF ENGINEERING AND TECHNOLOGY
DEPARTMENT OF MANAGEMENT STUDIES
CERTIFICATE FROM SUPERVISOR
This is to Certify that Gaurav , Roll No-S22BBAD15,has completed his project titled “The
New Trends of Digital Marketing and Its Role in Changing Consumer Behavior and
Market Expansion” under my guidance from the academic year 2022-2025.
Ms.Ranjana Katyal
(Assistant Professor)
4
Table of Content
S.NO CHAPTERS NAME PAGE NO.
1. INTRODUCTION 5-10
2. LITERATURE REVIEW 11-18
3. RESEARCH METHODOLOGY 19-23
4. DATA ANALYSIS 24-58
5. FINDINGS 59-64
6. CONCLUSION AND RECOMMENDATIONS 65-66
7. REFERENCES 67-69
8. ANNEXURE 70-77
9. QUESTIONNAIRE 65-67
5
Chapter-1
Introduction
6
Rationale of the Study
Marketing trends are shifting regularly, especially with the rising number of competitors,
buying capacity, regular innovation, increasing platforms and growing needs of the
consumers. The online platform has built a strong foundation in India since the accessibility
to internet graphed up till date. India is the second largest country after China to have the
largest number of internet users till date and the access has expanded ever after the
introduction of 4G network concept in India. Such a wide customer base provides robust
place for an online market to set up the entire business operations and professionally provide
services of handling the online market for several companies who seek to market their
offerings online.
The research on the topic was necessary to outline the recent trends that are affecting the
market behavior on part of consumers and is also leading to the market expansion. The
research will also help to identify the base reasons of the traffic of the internet and its
conversion from a visitor to a consumer.
Digital marketing has changed the face of traditional marketing involving bigger scale of
competition in offering the marketing services to the business companies by giving tough
competition in terms of design, promotion, providing reliable cardinals of change in market,
building strong PR and rapport and creating hard hitting promotional strategies.
The early access to internet was meant for military and government specific activities, but in
the modern world the general activities only occupy a majority area of a pie chart which
depict the usability index of daily internet usage of any random person.
7
Introduction to the Industry
Marketing as rightly said by Philip Kotler “the science and art of exploring, creating, and
delivering value to satisfy the needs of a target market at a profit. Marketing identifies
unfulfilled needs and desires. It defines, measures and quantifies the size of the identified
market and the profit potential. It pinpoints which segments the company is capable of
serving best and it designs and promotes the appropriate products and services.” (Zumbroich,
2020)
However with changing platforms of market have created newer opportunities since 2000
when the visual media began to expand its user base. The world scaled up to digital platforms
since 2008 at an astonishing rates with a growing market with digits counting more over 100
percentages.
Since 2000, the word digital marketing bloomed like anything. With the rise of digital
medium of media like radio, televisions and telephones the initial scale of digital marketing
circled the offline mediums only.
But soon as the user and interaction base of internet spiked the graphs and internet began to
occupy people’s leisure time by involving the role of social media and other platforms, the
online mode of digital marketing created a new industry with bigger opportunities.
Digital marketing is a wide concept aims to digitally satisfy the 4 P’s of marketing. It aims to
promote the right thing at right place over the right platform.
Digital marketing has no specific definition, instead it the digital application of the marketing
definition given by the Father of Marketing Philip Kotler.
The Digital marketing buzzed during the early 2000 and rose in the offline and online
method. The modern understanding of digital marketing on surface levels is limited with the
face of social media and websites only. But on the brighter side the term digital marketing is
unimaginably wide with its scope expanding in both the methods.
The offline method includes promotions on offline tools like television, radio, telephone. It
includes anything which is digitally alive and includes no internet facility. There are various
subheads to offline digital marketing but the research is restricted to the concept of online
digital marketing.
8
Digital Marketing- Digital marketing or popularly online marketing is using the online
sources like web spaces, social media, emails etc. where business can connect with people on
individual space or general platform and fulfill the marketing functions. Essentially whenever
a marketing campaign is run n digital platforms using digital sources, it is called digital
marketing. (Mail Chimp, 2020)
Tools of Digital Marketing
1. SEO – Search Engine Optimization

2. SEM- Search Engine Management
3. SMM-Social Media Marketing
4. Content Marketing
5. PPC Marketing- Pay Per Click Marketing
6. Email Marketing
7. Google Display Ads
8. Marketing Analytics
Consumer Behavior people who are looking for products and services in the market and
their purchasing pattern and decision process of these consumers is known as consumer
behavior. Information of consumer behavior is essential to the marketers since they gather
information to provide relevant content to the consumer to increase the conversion rate. (THE
IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR, 2020)
Market Expansion is expanding the consumer base by selling the current stream of product
and services to new consumers.
9
Justification of the Topic
The new era of digital marketing has changed the outlook of online digital marketing with
trends changing every year and sometimes months. The new content prevailing on the
internet has not only influenced customers to rely and get habited to the online market but
also has increased the market revenue not only by increasing the spending ability of a
consumer but by also bringing new customers to the market.
Fetching existing customers on new platforms or converting casual surfers to visitors and
then to customers is a function of a marketer. Digitally handling and sustaining consumers on
tough market competition and in an uncertain environment where forgery is common and
easy, involves significant efforts and adjacent to this converting casual web surfers and other
users who do not use the world wide web frequently for general purposes into visitors and
customers involves high level or understanding of the online and offline market. For e.g. the
mega sales of Amazon, Flipkart, and Myntra etc. are not just advertised over online sources
but also on offline digital and non-digital sources like television ads, radio ads, mobile
applications, newspapers, billboards and SMS thus having a keen understanding to create
offline demand is a significant factor these days.
Not only this, online digital marketing includes various hidden operations that help the
optimization of search engines to understand what is in trend and what to show first!
But to understand that under these tough circumstances of market competition, what are the
key trends of digital marketing which are playing key role to change the consumer behavior
and increase the online market exponentially
With this study we will analyze what new behavioral changes occurred in last few
technological years by obtaining data through primary sources and secondary sources. We
will also cover the newsest trends in digital marketing which are responsible for the change in
consumer behavior, helps to understand and provide content and solutions accordingly and
leads to expansion in market. However we will be covering the online growth statistics only
in this study and no offline trends will be engaged.
10
Chapter-2
Literature Review
11
International Reviews
Online digital marketing has changed face in last 2 -3 years with growing market. In 2020,
retail e-commerce trade globally amounted to 4.28 trillion
US dollars and e-retail revenues are presented to grow to
5.4 trillion US dollars in 2022. (Sabanoglu, 2021)
Online shopping is said to be one of the most popular

online activities globally.
However trade of goods is not the only parameter which

is marketed digitally. Digitally online platforms market Fig 2.1
services, profiles, blogs, donation campaigns, political campaigns, health campaigns, content,
e-commerce offers, places, tourism etc. with reference to secondary data we will analyse the
trends which were new in digital marketing that ease the queries provided in search engines
and provide you with the output that perfectly matches what you were looking for and you may
be looking for.
Digital advertising spending peaked to the amount of 325 billion U.S. dollars in 2019 and after
a sharp fall due to COVID-19 pandemic in 2020 it is expected to grow to 389 billion dollars in
2021.
“It was calculated that the digital advertising spending worldwide amounted to 325
billion U.S. dollars in 2019 and that after a drop in 2020 due to the coronavirus related
market issues, it would grow to 389 billion dollars in 2021.” (Sabanoglu, 2021)
Consumers have the ability to explore everything new, research and experiment. They have
become exceptionally good in making purchasing decisions and the amount of information
available had led them to do a tons of experiment and make a decision. Moreover customers
have become very responsive on digital platforms and do not leave a chance to interact with
their favourite brand and this significant engagement has become possible after increased
12
penetration of mobile technology and access to internet facility. The digital marketing have
identified that the customers on digital platform are impulsive in behaviour and this is what the
marketers are using to steer by creating positive images of the brand in the market by
continuously posting on social media platforms. (THE IMPACT OF DIGITAL MARKETING
ON CONSUMER BEHAVIOUR, 2020)
Many successful marketing boards of various companies have started incorporating the
Artificial Intelligence into their marketing strategies. Brands like Amazon, Spotify have
successfully adopted the AI into their marketing operations. For. E.g. Amazon shows products
on the front pages or various display ads premises on websites or application which are in
relevance to the previous search, purchases or views of a customer. This increases the chance
of a customer to make an initial purchase or place a repeated order. On social medias AI
incorporation helps to provide best possible Ads or random feeds in search box analysing the
age, gender, location, interests, followers and previous searches and make the platform more
involving and leads to higher hours of engagements and increases the chance of content
interaction and higher content engagements. (Expert commentator, 2020)
Virtual assistants or popularly known as Chatbots are new AI programs in the world of digital
marketing. Chatbots are real time programs that tailor messages as per the query of the
customer. They provide assistance and are work as a substitute of live humans. Many
companies were not into a situation of installing Chatbots into their systems, however now
marketers emphasize on installing Chatbots since they can convert a visitor to customer and
can build brand trustworthiness overtime. Moreover they can be programmed to understand the
customers queries and provide useful results to the marketers so that a customized marketing
strategy can be formulated that can be utilized to provide solutions to each and every individual
customers. (PPCExpo, 2020)
Featured snippets of Google search engines, a plan that rolled out in 2017 have an exclusive
clicking rates and they’re the shortcuts to achieve prominence in Google. Snippets teal traffic
from competitors by providing brief and crisp information for the query individual provided in
the search box. It is also known as position zero which says at the top of all results. Snippets
acquire more space and provide informative content like images and provides solution based
queries. Individual marketers need to understand the rankings with SEO strategies to acquire
dominance in SERPs. Snippets should be brief in nature and should include ‘Q&A’ or ‘how
to’ phrases in headers. (Patel, 2020)
13
Google recently launched a custom audience solution which brings custom affinity and
custom intent audience together for better segmentation and targeting.
Earlier market faced difficulties to create important strategies in PPC marketing by choosing
keywords and creating ads that project and speak the original intent of the speaker, since one
should not target customers stuck in various segment of the conversion funnel with the same
message. When creating custom audience one can easily proceed with newly launched custom
audience solution. It is easy to optimize ads and create content for those who are in various
stage of your funnel whether they are having any interest or purchase intentions or just searched
for the keywords on Google. (COURTNEY DANYEL, 2020)
Email market may look like an old trend not currently in boom or fashion. But it is evident that
email notifications are more than a total of messenger, social media and other application
notifications. Email marketing has taken a new turn on the same road. Earlier average based
emails were formulated and the same were forwarded to the subscribers. But with the changing
trends and modernisation the customers need attention.
Personalizing emails is the most significant factor which can be considered from personalizing
anything from an offer made to an individual, to about a basic information. Hyper
personalization is understanding what the consumer needs on the least possible individual
matrix a marketer can achieve from identifying and producing a birthday offer email or creating
personalized subject lines to avoid getting emails into spam or junk and getting more visits on
websites and increase ROI. (Kakovkina, 2021)
The iceberg case will be a new rush in the industry of digital marketing when it comes to SEO
generation. Backlinks are considered as one of the key sources to draw traffic and produce
SERP rankings, however with changing time the Google will now have an in depth study of a
content and will not merely depend on the keywords to provide ranking. With E-A-T
(Expertise-Authoritativeness-Trustworthiness) the information will not affect the ranking
directly but will undergo certain Google algorithms to determine how information aligns with
the Google’s new E-A-T. (Dennis, 2020)
UX or user experience is an old trend which was subtle in marketing philosophies but is not a
buzzword in digital marketing career. UX or user experience is the production of the content,
product, service or brand as per the customer or user and less company oriented. This enhances
a customer interaction with various utilities of a website and moreover it encourages him to
search for more of your content. UX is definitely a significant factor that is affecting the search
14
results of SERPs since as good UX strategy reduces the bounce rates which leads to more
crawling over website. Google identifies the crawling and considers other factors to adjust the
rankings in the SERPs and emphasize more on content and less on overhead vain strategies.
(Vujasin, 2020)
The display Ads from Google are getting perfectly engineered to when a user will search and
provide inputs and the user will to provide inputs. Introducing AI to Google Ads has brought
wonders. In this heavy coopetition market of keywords, content, social media what really pops-
up differently is display ads. To meet the pay per click goals and Google provides an enormous
reach of 63000 clicks per second. Moreover ads provide better leads and higher conversion
score. Smart bidding along with Google helps to fit things into your budget. Ads get
personalized by identifying whatever the machine learns out of human interaction whether
direct or indirect. Moreover, Google discovery ads provide relevant ads when a user is not
searching anything. Google discover, a mobile applications provides control to a user of what
will be shown in Google feed. Google is continuously enhancing the ads frames by providing
tools like Google Gallery Ads, which provides a carousel format like Facebook and Instagram,
providing more information on a single space with just a slide of the finger. Google is working
to enhance audience experience by developing tools, editing algorithms to adjust the demand
and supply of digital markets. (Siu, 2020)
15
National Reviews
Indians on an average scale spends 4-5 hours scrolling through social media, emails and search
engines. The audience is growing with the widening market of gadgets. The pace of internet
usage has increased and has penetrated the market digitally. Display of ideas via. Images, texts,
videos and other form influences the lives of the people. Digital marketing is very much about
influencing the mind of the people with medium of content to increase brand awareness. The
time spent to the internet by the people empowers the digital marketers to formulate impactful
and lasting strategies which influence consumer behaviour, since the right strategy is the key
to convert audience into sale. (Kamble, 2019)
Digital Marketing is playing key role in changing the perception of information. It is allocating
more public on the web to locate the best arrangement frame for the merchants around India.
Digital marketing, for an instance, (SEO), Content marketing, social media marketing, search
engine marketing, Social media optimization, email marketing, etc. are ending up increasingly
normal in our propelling technology. But the main objective is to focus, invite and retain the
right customers and through Digital Marketing, the goal can be reached easily. (C.Vethirajan,
2020)
Although vast researches are carried out on digital marketing only a tiny amount of academical
researches have been identified. Out of the sample of 225 customers it was evident that a
deliberate plan should be laid out to understand what a customer likes and what he dislikes.
Based on the results, a careful strategy should be formulated and planted on various platforms.
The companies should formulate various test to understand what influences a customer and
what pushes him away. The test carried out on 225 consumers said that they admire YouTube
announcements whereas they hate pop-ups or non-closable window ads, enjoys colourful
website themes and sidepaneld website ads. Understanding and formulating strategies from
data availed by customer could be a win-win situation which can retain current customers and
can attract casual visitors. ( Madhani & Rajyaguru, 2020)
16
In a research the demographic
profile of 138 respondents said
that majority of the customers
who purchased online were
students pursuing graduate and
postgraduate qualification or
adults working in private
sector between the ages of 20-
34 years. These placed a
maximum order 1000 to 5000
Fig 2.2 INR in one shot.
The research aimed to provide the channels of digital marketing which had an impact on the
purchase decisions of the buyers. It said that the respondents were mainly into the funnel via.
Google searches, blogging and content marketing. It also said that instant messaging
applications and mobile application were main source of digital media traffic. It said that to
drive even heavier traffic SEO and social media marketing should not be overlooked since the
upcoming generation spends a lot of time on social media when operating internet. (Verma &
N, 2019)1
In digital marketing a brand, product or service is endorsed on digital media like search engines,
social media, emails and other electronic media. Digital marketing is cost-effective as
compared to other formal and traditional ways of marketing. The growth index is well track
able and helps to provide consumer oriented content, helps to understand targeted audience and
is interactive on both the sides the provider and the user. Digital marketing is strategically a
better way to increase the ROI since the digital media and internet penetration is increasing in
India. (SV, 2018)
Digital marketing is responsible to enhance the visibility of a business using SEM, SEO
primarily which also accounts for enhanced online visitors and revenue. It is not only cost
effective but also helps to increase the return on investment. Due to its multi-channel
characteristics it can help to acquire more customers and aid in developing customer centric
content. It not only builds a brand image but also helps in gaining pubic confidence. Business
1
Fig 2.2 (Verma & N, 2019)
17
are reaching worldwide marketplace and both the customers and the competitors are on the
same platform. (Chugh, 2020)
Social Commerce is a growing buzz in the economy of India and its emergence is
predominantly acquired by apps like Meesho, shop 101, Bulbul and SimSim. Social commerce
is marketing and selling products, services or others on social media platforms. They provide
digital inventory, logistical support, customer services, smooth working and coordination with
social media apps like Instagram, Facebook etc. They all provide a familiar environment to the
shoppers in their own personalized space. It offers bargaining power and provides convenience
of communication. (Pahwa, 2021)
All the content should have a definite meaning to get a solid conversion ratio amongst casual
visitors and customers. Engaging a consumer is the most significant point for a digital marketer
to cover. Because only when a visitor interacts with your content, it subscribes your email list.
Visibility of the brand is only possible when there is a combination of inbound and outbound
marketing. Both the inbound and outbound marketing will enable the marketer to encompass
the targeted audience from each and every side. (Admin, 2020)
In this world of digital knowledge, consumers have become researchers. They are fled with
content every day and every minute. The information has transformed the nature of the
customers quite comparative and they do not hesitate to switch brands or experiment with
items. With a shift in marketing trends from traditional to digital, there is a big swing noticed
in the buying behaviour of the customers. Business and marketing models have become way
more concise and compact and aim to hit directly to what consumer wants. The consumer
behaviour has now been noticed to be more streamlined and the online trust building is now
strengthening every day. (Subramaniam, 2020)
Social media has emerged as a social avenue of promoting during pandemic times as a majority
of consumers have opened themselves to digital purchasing. The growth of usage graph of
social media, its interactive and easy to use content and already existing competitors are
compelling companies to come up to utilize and exploit the online platform. By the end of 2020
theme, the promotional spending on e-commerce and social commerce platforms were Rs.
4,700 crore which is expected to grow at a compound annual growth rate (CAGR) of 40%.
(Tewari, 2021)
18
Chapter 3
Research Methodology
19
Research is a process of logical and systematic search of new and useful information on a
particular topic. It is the search of knowledge where knowledge means information of matters.
It is finding solution to social and scientific problems through objective and systematic
analysis. The information can be collected from different sources like human beings,
experience, nature, books, journals, newspapers and other archives. Research makes progress
in any field possible and can lead to new contributions of knowledge. Research determines the
social, economic and political growth of a nation. The results of scientific research is often a
force that changes the philosophical view of a problem which extends its reach beyond the
restricted domain of science.
Research methodology is a process that aims to depict the path via. Which the researchers
formulate their problems and objective and present their results obtained from the data during
the study duration. The research methodology includes research design shows how the outcome
of research at the end will be obtained along with meeting with objectives of the study.
Comparative research design has been used to establish the effect of the independent variable
on the dependent variable using statistical data. The variables will be established and will be
measured via. The results and conclusions drawn from the primary and secondary data. The
primary data has been collected via. Online questionnaire forwarded to people via. Various
connective media like social media platforms and messaging apps. A data of 100 people has
been gathered with 23 no. of questions. The questions were very interrogative in nature to
understand the factor(s) that affect the buying behaviour of the consumer and also converts a
viewer to a consumer. The data was then put to various statistical appreciation and was
presented in graphical and tabular manner. Secondary data has also been collected from various
articles, scholar archives, reports, newspaper, journals, old research papers etc.
20
Objectives of the Study
 To understand the nature and reasons for market expansion

 To identify new marketing techniques which are currently under trend
 To understand the directness of newly introduced marketing techniques on consumer
Research Hypothesis
Marketing techniques, strategies and its tools change over time with both the physical and
digital world. The research will identify the new digital marketing trends and its effect on
consumer behavior which is the reason of the constant expansion of digital market. This
research will analyze the relationship between the two variables where the first independent
variable remains the new trends of digital marketing and the other two dependent variables
which are the consumer behavior and market expansion.
Null Hypothesis
A null hypothesis arises with the statistical hypothesis testing and is denoted by a conventional
sign ‘Ho’. It is a formal way to describe the asset of the data and to explain that the data is valid
unless the actual behavior of the data contradicts the assumption of the study. In reference with
the study the independent variable is the the new marketing platforms and dependent variables
the consumer preference for different marketing platform. One may either reject or may not
reject the Ho and if one rejects the Ho then it states that there is no concrete point to change
any decisions or procedures predicated on its truth, but it also provides for further possibility
of obtaining data re-examining the same hypothesis. With reference to the research, the null
hypothesis states that there is no significant relationship between the two mentioned variables.
There is no significant difference in the various level of preference of various digital marketing
platforms selected for the study.
21
Alternative Hypothesis
The alternative hypothesis states that there are two hypothesis, the first one is null denoted by
‘H0’ which states that there is no significance between two given variables. Whereas the other
side of the coin, the alternative variable denoted by ‘H 1’ is the one where the researcher
anticipates an effect or a significance of relation between the two variables and is not just due
to a chance of mere occurrence. The concept of alternative hypothesis is a central part of
hypothesis testing. (Paul.J.Lavrakas, 2008)
In context with the study the alternative variable will state that there is a significant relation
between the two variables i.e. the independent variable “the new marketing platforms” and the
dependent variables “the consumer preference for different marketing platform.”
There is significant difference in the various level of preference of various digital marketing
Scope of the Study
The research will establish a robust understanding between the new marketing trends and its
impact on the consumer's behavior and the function of market expansion. The outcome will be
based on financial results, the current customer loyalty i.e. power of customer retention and the
reasons of widening customer base. The study widens to the walls which surrounds identifying
the newest trends in the digital marketing industry which are currently affecting the consumer
behavior of purchase and is responsible for the growth of market with the new tools of online
digital marketing. Using the questionnaire and the available knowledge availed through
secondary sources, to clearly identify new sources the questions have interrogated about
activity of the individual answering. The activities about how they behave when an information
pops-up, [14] [15] [16] [17] these question answer that a consumer behaves towards a strategy
designed and deliberately planted by a marketer to funnel down from a viewer (in case a
spectator) to a regular customer or a customer to make a deal based transaction after seeing an
offer. It answers how the existing factors play a key role to expand the customer base and
sustain the current list of incomings.
22
Primary Data
Population- The research will be limited within the Indian boundaries and the highest number
of primary data samples will be from Bhopal City and other sample can be traced Pan India in
heterogeneous pattern.
Sampling Size- The sample sizes will be 95 units.
Sampling Technique- Convenience Sampling Method will be used in the research design
since the random number of people will be forwarded with the questionnaire and the outputs
will be obtained only from volunteers.
Sampling Selection- Only samples from people over 17+ years of age and under 60 years will
be considered.
Limitations of the Study
Only online parameters are considered- Digital marketing encompasses both the online and
offline parameters both in terms of traffic sources and in terms of transactions which affects
the results.
Age set-Respondents of primary data are concentrated to a particular age set which in this study
is 15-20 which saturates the results for this age sets.
Demographical barriers- Primary and Secondary data may contradict due to geographical
barriers since secondary data encapsulates results from bigger geographical spaces whereas
primary data only to Central India.
Primary Data represents only consumer side- the data collected via. Online questionnaire
collects only the data which can represent the behavior of the consumer to the various channels
of Digital marketing.
23
Chapter 4
Data Analysis
24
Data Representation and Interpretation
Pie- Chart/Chart and Tabular Representation of Data with Interpretation
1. Age
15-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60
Responses Number of Respondents Percentage of respondents

15-20 37 39%
21-25 50 53%
26-30 4 4%
31-35 1 1%
36-40 2 2%
41-45 0 0%
46-50 1 1%
51-55 0 0%
56-60 0 0%
25
Interpretation:
Out of 95 respondents the majority of them belonged to the age between 15-25 years
comprising 15-20 and 20-25 age categories. Most of the respondents are dependent on someone
for making the decisions of buying and do not possess their own spending capabilities.
However, we also have responses from the age groups of 26-30, 31-35, 36-40, and 46-50.
2. State
Maharashtra
Bihar
Kerela
Madhya Pradesh
0 10 20 30 40 50 60 70 80 90 100
State
Responses Number of respondents Percentage of respondents

Madhya Pradesh 91 96%
Kerela 1 1%
Bihar 1 1%
Maharashtra 1 2%
26
Interpretation:
Most of the data have been collected from central India so on an aggregate scale the results
will be inclined towards the consumer behavior of central India. Also, we retrieved a few
responses from southern states like Maharashtra and Kerela and also from Bihar, situated in
northern India. We must remember that the results obtain will represent the behavior of central
India only.
3. Gender
Male Female

Male 37 39%
Female 58 61%
Interpretation:
The majority of respondents were female with a response rate of 61%. However absolute
majority has not been achieved on either sides, therefore the results will remain balanced
between both the genders and will not be inclined to any of the side.
27
4. Which of the following occupies your time on the Internet?
Google Search GMail/Other Email Apps
Social Media like Instagram, Facebook, Shopping Apps

LinkedIn etc.
Other Leisure/Educational Apps

Google Search 19 20%
Gmail/Other Email Apps 4 4%
Social Media like Instagram, 62 65%
Facebook,
LinkedIn etc.
Shopping Apps 3 3%
Other Leisure/Educational Apps 7 8%
Interpretation:
Majority of the respondents spend their time on social media whenever they use their gadgets
to access internet. Then the second slot which occupies the time is using search engines for
obtaining results to various queries like searching for a meaning of a word or phrase,
searching a solution to a problem, searching for information, products etc.
Mentioning that very few respondents spend their majority of time in emailing, using other
leisure and educational apps and surf on shopping apps.
28
5. Which of the following you prefer more?
Online purchase Offline Purchase

Online purchase 43 45%
Offline Purchase 52 55%
Interpretation:
Majority or the respondents said that they prefer offline purchase more over online purchase.
However the results didn’t inclined absolutely towards a particular preference.
29
6. How much you have inclined towards online shopping from 5
years before till date?
I almost buy every possible thing online

I often purchase online
I barely purchase online
I purchase only those commoditieswhich are not available in local markets
I still do not purchase online

I almost buy every possible thing 18 19%
online
I often purchase online 34 36%
I barely purchase online 11 11%
I purchase only those 28 29%
commodities which are not
available in local markets
I still do not purchase online 4 5%
Interpretations:
It is very interesting to notice on the first hand that only 4 respondents said that they do not
purchase anything online and from the rest of the 91 respondents 18 said they almost
30
purchase everything online. 28 of them said they only purchase those items which aren’t
available in local market.
34 being the extreme value of the response said that they ‘often’ or generally purchase items
online and 11 on the other hand mentioned that they generally purchase offline.
7. What motivates you to shop your commodities online?
Return Policy
Trending Ads
Ease of access to different markets
Some commodities are available online only
Trend of online purchasing
Price
Quality
0 10 20 30 40 50 60
Series 1

Quality 25 26%
Price 49 51%
Trend of online purchasing 10 11%
Some commodities are 48 51%
available online only
Ease of access to different 48 51%
markets
31
Trending Ads 3 3%
Return Policy 1 3%
Interpretation:
This question can have multiple collective answers and therefore respondents can provide a
combined choice of multiple factors affecting their behaviour as per the question. Maximum
respondents said that price is one of the key factor of purchasing online and also stated that
other than price, some commodities are only available online and online provides ease to
access different market over one platform. Factors like trending Ads and return policy which
are considered as key ingredients of marketing mix had been given very low consideration by
the respondents. Quality is also one of the most unentertained factor which affects the buying
behaviour of respondents over online platforms.
8. Which of these commodities you usually order online?
Educational services and self help courses

Merchandise of a particular brand
Science and Industrial Products
Pet Supplies
Home and Kitchen
Grocery and Gourmet Products
Health and Personal Care Products
Sports and Fitness wears and Equipments
Beauty Products
Mobile, Computer and Smart Devices
Books
Furnitureand Home Decor
Electronics
Footwear
Apparels
0 10 20 30 40 50 60
Which of these commodities you usually order online ?
32
Apparels 31 33%
Footwear 43 45%
Electronics 36 39%
Furniture and Home Decor 17 18%
Books 53 56%
Mobile, Computer and Smart 40 42%
Devices
Beauty Products 33 35%
Sports and Fitness wears and 27 28%
Equipment’s
Health and Personal Care 26 27%
Products
Grocery and Gourmet 16 17%
Products
Home and Kitchen 24 25%
Pet Supplies 3 3%
Science and Industrial 4 4%
Products
Merchandise of a particular 11 12%
brand
Educational services and self- 13 14%
help courses
Interpretation:
The commodities most preferred by the respondents to order online is books. However it only
occupied 53 units of cover out of 95. Footwear, Gadgets and electronics are other items that
are purchased online. On a medium selection respondents order apparels, sports and fitness
equipments, personal care products and home and kitchen related products. Grocery and
gourmet, educational services, furniture and home décor and merchandise fall under low
purchase scale and the least purchased includes pet supplies and science and industrial use
equipment.
33
9. How often do you place an Online Order?
Once every 4 months Irregular purchases Once every 2 months once every month
twice every month 3-5 times a month 6-8 times a month 8-10 times a month
10-12 times a month 12-15 times a month 15-20 times a month

Once every 4 months 14 15%
Irregular purchases 32 34%
Once every 2 months 15 16%
once every month 11 12%
twice every month 8 8%
3-5 times a month 9 9%
34
Interpretation:
The majority of the respondents said that their online purchases are very irregular however
few of the respondents were able to map their buying period interval. 15 out of 95 said that
hey placed an online order only once every two months. 14 of them responded that they
placed the order once every 4 months. The frequency of placing orders in a single month
decreases as we increase with rising number of orders placed within a month. The
interpretation says that more orders are placed in a bigger time span. Frequent purchases are
not present in the buying behavior of the respondents. Also not to be missed out that the
respondents buying behavior on online mode is irregular.
10. What is the source of searching the commodity?
Whatsapp/Telegram/Mobile Textforwarded link Ads running on webpages or mobileapplications

YouTube Videos links in Description Links from Blog Articles
Google/Yahoo/Bing Search Email Ads
Through Social Media like Instagram,Facebook etc

Whatsapp/Telegram/Mobile 6 6%
Text forwarded link
Ads running on webpages or 17 19%
mobile applications
35
YouTube Videos links in 5 5%
Description
Links from Blog Articles 0 1%
Google/Yahoo/Bing Search 33 35%
Email Ads 6 6%
Through Social Media like 29 31%
Instagram, Facebook etc.
Interpretation:
Majority of respondents said that they directly search the commodity that they wish to
purchase online, they do it via. Search engines. Moreover 29 of them said that navigate
through social media. 17 of them clicked the Ads running on webpages or mobile application.
Very few respondents emphasized and paid attention upon links that are forwarded on
messengers, YouTube link in description, Link from Blogs and Articles and Email Ads.
11. How often you search a commodity?
once a week twice a week 3-6 times a week 7-10 times a week 10-15 times a week
36
once a week 50 53%
twice a week 16 17%
3-6 times a week 23 24%
Interpretation:
The frequency of searching a commodity online was more in once a week. However to add-
on respondents were saturated between the categories of 3-6 times a week to once a week.
Total of 89 respondents fell in this category. It can be interpreted that the searching frequency
is not more than 3-6 times a week.
12. What is your primary objective that motivates you to search, select and place the
order?
Brand Rating Quality Price Appearance Discount and offers
37
Brand 17 18%
Rating 11 12%
Quality 22 23%
Price 12 13%
Appearance 5 5%
Discount and offers 28 29%
Interpretation:
When asked for search, select and place order and not directly to make a monetary decision
in the first place, respondents gave discounts and offers the most preference in comparison to
other categories. Moreover, 22 respondents mentioned about quality and 17 about brand.
Appearance price and rating remains the least preferred factor. So most of the respondents
were motivated by discounts and offers, brand and quality.
13. What is the nature of purchase?
Personal Purchases Only Occupational Purchases Only

Majority of Personal Purchases Majority of Occupational Purchases
38
Personal Purchases Only 51 54%
Occupational Purchases Only 8 8%
Majority of Personal Purchases 31 33%
Majority of Occupational 5 5%
Purchases
Interpretation:
The respondents in the study majorly purchase goods for personal purposes and only 13 said
that they do mainly for occupational purposes.
14. How often do you click the Ads on Web pages/YouTube/Social Media?
whenever i wish to purchase the product(this wish is depicts no monetaryrestrictions)

whenever i want/need to purchase theproduct
whenever i feel to simply search theproduct on the internet
39
whenever I wish to purchase 17 18%
the product (this wish is
depicts no monetary
restrictions)
whenever I want/need to 39 41%
purchase the product
whenever I feel to simply 39 41%
search the product on the
internet
Interpretation:
Majority of the respondents click Google Ads whenever they have a strong will to purchase
the product and or to gain information about the product.
15. How often you reply to small survey pop-ups on the internet?
Everytime I see it often Seldom Never
40
Every time I see it 10 11%
often 34 36%
Seldom 30 31%
Never 21 22%
Interpretation:
Majority of the participants incline to often ignore the survey or do not respond to a survey
pop ups. However there is to an absolute majority of ‘NO’; 44 out 95 people said that they
often or always provide survey inputs.
16. How often you provide a feedback of the commodity purchased?
Everytime Only when satisfied only when dissatisfied never
41
Every time 21 22%
Only when satisfied 40 42%
only when dissatisfied 13 14%
never 21 22%
Interpretation:
Out of 95 respondents 40 respondents said that they provide feedback only when satisfied, 21
said that put a feedback every time they purchase a commodity online. 13 said that when
there they are dissatisfied with a product they put a feedback. 21 said that they never put a
feedback.
However we can see that out of 95 respondents 74 provide a feedback whether partially or
completely but they provide a feedback.
17. How often do you compare a product on various basis before purchasing it?
Always Often Sometimes Rarely Never
42
Always 46 48%
Often 15 16%
Sometimes 25 26%
Rarely 3 3%
Never 6 6%
Interpretation:
On a major scale respondents said that they do participate in comparison activity on various
basis when they purchase a commodity. These a comparisons are assumed to be done on
online platforms only. Only 6 out of the respondents said that they never compare and 3 said
that they rarely compare a commodity before buying.
18. Which of the following you use the most?
Instagram Facebook Twitter LinkedIn
43
Instagram 82 86%
Facebook 8 8%
Twitter 2 2%
LinkedIn 3 4%
Interpretation:
Out of 95 respondents a major portion uses Instagram as their favourite social media
platform. The respondents said that they are spending more time on Instagram than on any
other social media like Facebook, LinkedIn or Twitter.
19. Which of the following you use for professional/Business use?
Twitter
LinkedIn
Facebook
Instagram
0 10 20 30 40 50 60 70 80
Which of the following you use for professional/Business use?
44
Instagram 70 74%
Facebook 13 14%
LinkedIn 29 31%
Twitter 2 2%
Interpretation:
70 out of 95 respondents choose Instagram as their preferred app for professional use and 29
said for LinkedIn.
20. What influences you the most to search profiles on social media?
Story Shout Outs Feed Shout Outs Sponsored Ads Links in Description
45
Story Shout Outs 36 39%
Feed Shout Outs 20 21%
Sponsored Ads 29 30%
Links in Description 10 10%
Interpretations:
36 out of 95 said that they visit a profile after seeing a story shout out and 29 pay a visit
through sponsored Ads. Feeds and Link in description are the least entertained.
21. How often you promote profiles on request/of own will? (for free)
only for closed ones I do it for genuine requests

I do it for everyone who requests I never promote someone on my profile

only for closed ones 30 32%
46
I do it for genuine requests 32 34%
I do it for everyone who requests 9 9%
I never promote someone on my 24 25%
profile
Interpretations:
32 respondents said that they do it for genuine request and 30 said for closed ones only,
which states that 62 of them do it but on a scale of “when they feel like” and 9 of them said
that they do it for everyone. 24 of the respondents gave a strong disagreement to post any
shout out.
22. How much you get influenced with sponsored Ads?
I always click when I see one I only click if it suits my interst

I seldom click it I never click any sponsored Ads

I always click when I see one 53 56
47
I only click if it suits my interest 19 20
I seldom click it 18 19
I never click any sponsored Ads 5 5
Interpretations:
Out of 95 respondents 53 said they always click the sponsored Ads, whereas 19 said they
click only if it is up to their interest. 18 of them rarely click it and 5 never do. 72 of the
respondents are always interested in clicking Ads.
23. If you are handling professional social media page then:
I will prefer unpaid ideas of marketinglike stories, feeds, engagement groupsetc
I will surely go for paid criteria Ads, buton a smaller scale
I will prefer balancing both
I will spend more on sponsored Ads andcontent making and will barely focus onmy unpaid marketing
ideas
48
I will prefer unpaid ideas of 18 19%
marketing like stories, feeds,
engagement groups etc.
I will surely go for paid criteria 12 13%
Ads, but on a smaller scale
I will prefer balancing both 63 66%
I will spend more on 2 2%
sponsored Ads and content
making and will barely focus
on my unpaid marketing ideas
Interpretation:
In an opinion collected via. This question, 63 said that they will prefer to go for both the
monetary and non-monetary ideas of online digital marketing. 12 said that they will prefer the
paid criteria on a smaller scale and 18 said that they will go only for unpaid idea of online
digital marketing.
Only 2 said that they will go for paid version and will focus less on free ideas.
49
Hypothesis Testing
Null Hypothesis
In reference with the study the independent variable is the the new marketing platforms and
dependent variables the consumer preference for different marketing platform
There is no significant difference in the various level of preference of various digital

marketing platforms selected for the study.
Alternative Hypothesis
In context with the study the alternative variable will state that there is a significant relation
between the two variables i.e. the independent variable “the new marketing platforms” and the
dependent variables “the consumer preference for different marketing platform.”
There is significant difference in the various level of preference of various digital marketing
50
Proving the hypothesis with Chi-Square test:
Particulars Observed Value Expected Value

Whatsapp/Telegram/Mobile Text forwarded link 6 16
Ads running on webpages or mobile applications 17 16
YouTube Videos links in Description 5 16
Google/Yahoo/Bing Search 33 16
Email Ads 6 16
Through Social Media like Instagram, Facebook etc. 29 16
Total 96 Responses
Expected value = (6+17+5+33+6+29) / 6

= 16
Degree of Freedom = ( n-1 )

( 6-1 )
5
Chi Square test of P = 2.49629E-09
Result of Hypothesis Testing
As per the probability level o.o5% with a 5 as a degree of freedom the value 2.496 falls under
the value of 11.070. This proves that the study retains the null hypothesis and rejects the
alternative hypothesis.
51
Further Percentile Based Explanation
1. Funneling down of Respondents to Main Respondents [1] [2] [3]
The Funnel in the figure states that the majority of

15-25 the respondents or the final result of the survey will
Madhya Years
Pradesh be an output of Females and Males of 15-25 years
Females
and of age category belonging to Madhya Pradesh.
Males
Since the results obtained from the responses of
each category were near to equal responses of
Respondents males and females where females provided more

responses, who belonged to the age category of 15-
20 and 21-25 years and live in Madhya Pradesh. Any results hence obtained via. This study
will be applicable to Youth of Madhya Pradesh or Central India.
2. Understanding Respondents’ Nature of Purchase [5] [6] [13]
From responses 5 and 6 we obtained that only 43 (45%) out of 95 said that they prefer online
purchases and the other 52 (55%) said they still like the offline mode. But from observation 6
it is clear that only 4 (4%) people do not purchase anything online. That means preference is
not affecting the decision making, 91 (96%) out of 95 still purchase online.
Adding to this, majority with the numbers 51+31 (54%+33%) are inclined towards personal
purchases and therefore are the end users of the commodity.
However 8+3 (8%+3%) are inclined towards occupational purposes.
Analysis:
The respondents on a major stance with 55% score said that they prefer offline mode of
purchasing over online purchasing, but only 4% have never ordered anything online and rest
96% still purchase online. Therefore it is implicit that the respondents are operating on online
52
platform. Another interesting fact is the 87% respondents purchase commodities for their
personal uses and only 11% are using them for occupational purposes.
3. Understanding What Influences The Viewer [7] [10] [12]
From the responses received on question 7 it is well evident that the respondents aren’t
influenced by the trending Ads or Return Policy, instead they place the order on the basis of
the other features of the product where price is the most significant factor. Along with price
what goes hand in hand are the ease to access of different market from a single place and
restriction of certain products to online market only. Moreover to the respondents, Quality is a
factor that they consider but not a top priority level. Trend of online purchase does not affect
the respondents significantly.
But when it comes to the part of influence to search>select>purchasing any commodity,

Discount and offers which has a direct effect on price and quality which is a priority of a brand
provides that respondents are influenced to search immediately when discount offers and
quality is provided in a combination or in other words purchasing a quality branded item at
anything that affects price negatively will attract the respondent.
As far as question 7 response said that trending Ads are not the feature that influences to place
an order but responses of question 10 said that only 33 (35%) out of 95 majorly use search
engines to navigate and find and place their order, but 29 (31%) out of 95 said that they search
the commodities via. Social media and 17 through Ads running on website and application or
Display Ads. I.e. 29+17 or 46 (48%) respondents said that they click when they see it.
Quality Analysis:
Respondents are influenced to search something when they see

Brand
something attractive, but attractive in this case is limited to
Discount &
Offers Quality, Brand and Price (Discount and Offers) and not the
appearance, rating or price in a direct sense. Moreover 35%
search for purchase on search engines 31% on social media
platform and 48% said that they click ads when they see it.
53
4. Frequency of Search and Purchase [9] [11]
The respondents as per the data and interpretations are frequent searchers and not frequent
buyers. When it comes to searching a commodity from question 11, 50 (52%) of 95 said to
search a commodity once a week, 16 (17%) said that they searched twice a week and 23 (24%)
said they searched for 3-6 times a week. The search isn’t limited to search via. Search engines
but also through Ads, Social Media paid and unpaid Ads, links on messengers, Emails etc. or
via. Any possible source of approach. However it is clear that the respondents in this study are
more inclined to Search Engines, Social Media and Display Ads.
However the frequency of search has no connection with time spent on searching a commodity,
it is not a part of questionnaire, hence is assumed to be as per a respondent.
As per statista.com a moderate U.S. Shopper spend around 411 minutes a month on surfing
and shopping whereas, heavy shoppers spend around 2,675 minutes a month of surfing and
shopping a month. On an average 846 minutes per month are spent on surfing and shopping
online. (Tugba Sabanoglu, 2017)
So we can assume that 2-4 times a week will be a category that can be considered as moderate.
Our respondents are therefore moderately frequent searchers and irregular by nature since the
buying behaviour is more concentrated in periods of purchasing once or more than one month.
Analysis:
It is observed that the respondents have a high frequency of searching what to shop on the
internet, but they do not end up with the final deal so frequently. In other words the respondents
are very frequent to search commodities via. Various sources. But they actually place an order
less frequently.
54
5. Major Traffic Sources [10] [14] [18] [19]
From the interpretations of report 10 we can understand that 33 out of 95 (34%) said that they
used search engines 29 (31%) said they used social media and 17 (18%) said that they click
display ads used, with which we can understand that 79 (83%) of 95 respondents relied on
modern methods of searching while they only 16 (17%) relied on traditional methods like
email marketing, SMS based messenger marketing and links in description.
17 (18%) respondents in question 14 expressed their wish which has no monetary pullbacks)
39 (41%) said that whenever they wanted to explore more about the product or simply search
for it. Which states that if they find the Ads interesting they click them.
As I have mentioned in my 4th analysis that the respondents are attracted and influenced by
Ads that promote branded/quality products on discount or offers.
Rest 39 (41%) respondents in question 14 said that they only click Ads if they want to purchase
a product (want is also accompanied with buying capacities or monetary restrictions). From
question number 18, 82 (86%) respondents said that they use Instagram mostly and 13 (14%)
gave their hands up for other platforms.
However in question 19, 70 (74%) of 95 respondents said that Instagram was still their primary
app for professional or business purposes but this time LinkedIn and Facebook also gained a
few votes, whereas twitter remained in the least preferred platform.
Analysis:
Major sources of search traffic
Major part i.e. 83% of respondents relied more on

Search Engines
modern trends which marketers use to promote the
product. Major part occupies search engines, social
Social Media media and display ads. Respondents are well sensitive to
display ads. Moreover most 86% of the respondents
Display Ads spend more time and prefer Instagram for the leisure
time they spend on internet, but for professional use they
do not spare the use of Facebook and LinkedIn.
55
6. Online Responsiveness of the Respondents [14] [15] [16] [17]
As I have mentioned in 5th observation of responses 17 (18%) respondents of question 14

expressed the wish (which had no monetary restrictions) and 39 (41%) said that whenever they
wanted to explore more about the product or simply search for it. Which states that if they find
the Ads interesting they click them, which totals to 56 (59%) respondents are very active and
responsive with Ads.
In question 15, 44 (46%) of the respondents are highly active with survey pop-ups whereas the
majority, however not an absolute majority fall in low or no response category in relation to
survey-pop-ups.
In Question 16, 74 (78%) respondents are active with feedback state in which only 21 fall in
fully active category. Whereas 21 (22%) of the respondents fall in no response category in
terms of feedback.
In question 17, 46+15 (48% + 16%) are well active when it comes to comparing before buying
a commodity. Since internet provides access to different markets, buyers have a tendency to
compare since negotiation is usually not possible online. Comparison can be in terms of
appearance, quality, and price, offers etc. and is just a few finger taps away.
Question 17 also provides that 25+3+6 (26% + 3%+ 6%) fall in low active state in terms of
comparison. This tendency of the respondents could be due to various reasons like “they are
okay with what appears on screen”, or “they already know what to buy, where to buy and when
to buy”, or “the offer period is limited” and many more.
Analysis:
59% of the respondents are very active with display ads on any platform and explorative in
nature. In addition to this 46% are quite responsive for short survey pop-ups that appear on
various online platforms. Moreover, 78% of respondents provide feedback but on a regular
stance only 21 (22%) of them do it on each purchase. The respondents are also possess
comparative behaviour whenever they buy a commodity.
56
7. Social media Activity [20] [21] [22] [23]
For question number 20, 36 (39%) respondents said that they visit a profile when it is on
someone’s story and after that 29 (31%) said when it appears as sponsored Ads. Sponsored
Ads appear both in stories and Feeds and 20 (21%) said through feeds. In this study stories
occupied a higher response ratio.
In question 21, 24 (25%) respondents said that they never give a shoutout for anyone, however
71 (75%) respondents said that they did!
Out of these 71 (75%) respondents 9 (9%) said to give a shoutout for anyone who requests for
it and 62 (65%) said only for the one they feel to.
In question number 22 only 23 (24%) respondents belonged to a low or no response category

rest 72 (75%) respondents are highly active with sponsored Ads.
In question 23, the respondents were asked for their opinion of which option they would choose
if the professionally operate on social media.
Only 2 agreed to completely budget up for sponsored Ads, whereas 63 (66%) said to balance
between both the unpaid sources and sponsored Ads. 12 (13%) said to work up with sponsored
Ads but on a smaller scale and 18 (19%) said to focus completely with free sources of online
digital marketing.
Analysis:
In this observation we can cover the fact that 39% respondents view and click more stories than
feeds to visit a profile and are sensitive to sponsored ads. Moreover if they feel too they provide
a shoutout on their social media if the request is either from a close one or it is a genuine
request. 75% respondents are well active with sponsored ads and display their explorative
nature and prefer to go for a balance between free sources of digital marketing and sponsored
ad if they will professionally undertake any social media task or profile.
57
Final Observations
1. Most of the respondents are between 15-25 age group and belong to central India, more
specifically Madhya Pradesh.
2. 55% preferred offline purchase but 96% of total respondents actually purchase online
and only 4% do not purchase at all.
3. 66% use the channels where newest trends of digital media are being used.
3.1. 48% maximum time click on ads whenever they appear.
4. 52% searched the commodities of their interest weekly searched between 2-6 times a
week.
5. 83% used the modern ways of searching and purchasing a commodity whereas 17%
rely on traditional ways.
6. 59% of respondents clicked Ads which is a PPC method and is currently advancing
every day.
6.1. 46% said that they always revert to survey pop-ups
6.2. 78% participate in providing feedbacks where 22% provide regular feedbacks.
7. 91% respondents agreed to visit a profile, however differentiation occurs with

different sources.
7.1. 75% agreed to promote profiles and other objects via. Shoutout on stories and
feeds.
7.2. 75% of the respondents said they were very active to explore sponsored ads.
58
Chapter-5
Findings
59
Major Findings
1. Live Streams are a New Normal- Live streams on social media are attracting tons of
viewers everyday which is increasing profile visits, link taps and increase conversion rate.
In pandemic the global population has adapted to the virtual world of video callings.
2. Visual Intelligence Support-Digital Marketing has now aligned itself with new visual
identification concepts like Google lens. Customers are utilizing such concepts in day to
day life and digital marketers must utilize this opportunity to provide visual SEOs, and
optimize images and other visual content to obtain utilities of Google algorithms.
3. Video Content Marketing Trend-Video content marketing is one of the most popular tool
used by various companies. Customers being explorative in nature, emphasize to fulfil the
question of what’s and how’s about the product or service they’re purchasing. Therefore
product description and unpacking videos of particular products including valuable
consumer video based feedback is very essential to improve the conversion ratio.
4. Explorative Behaviour-The customers on online platform are very explorative and do not
hesitate to experiment something new
1. Penetration of AI-The quick adaption to AI technology has changed the face of digital
marketing. AI is now penetrating the digital platforms to provide useful inputs to the
customers which is also a significant reason for conversion rates.
2. Chatbots are new source to trustworthiness-The extended version of AI form is a

Chatbot. Chatbots are in trend. They provide tailored answers to consumer’s queries and
60
nevertheless they can be programmed to obtain necessary customer insights to construct
user oriented content.
3. Featured Snippets-Google’s featured snippets officially rolled out in 2017 which provide
position zero to a page of website on SERPs. These snippets are very useful and provide
high page rankings. They are brief and crisp and provide solutions to ‘how to’ queries on
search engines.
4. Google CAS-Customers are stuck in various stages of conversion funnel and cannot be
targeted with same ideas, and hence to ease the task of making personalized content and
understating customer wants and needs on micro scale, Google launched custom audience
solution which brings custom affinity and custom intent audience together for better
segmentation and targeting.
5. Email Hyper-Personalization-Hyper personalization of emails is a new trend which

emphasizes on sending emails which mean something to the receiver and the meaning is
hidden in the understanding of the customer by the marketer. Hyper personalization
compounds the conversion rates and enables the customer to feel more attached to the
brand.
6. Iceberg analysis or Semantic Search-Search engines are now programming itself to

understand the quality of the content and its relevance to the query the user provided and
to moderate the strong effects of keywords and SEOs to rank the content on SERPs. The
E-A-T (Expertise-Authoritativeness-Trustworthiness) will now take care of what fits the
query best and not what the keyword says.
7. UX is key to ranking-User Experience or UX is another significant factor now getting

advantage in SERP rankings. A simple strategy of pulling to source is not enough, if the
experience of the user with the digital console of the website or application is not up to the
mark he will jump back to other solutions listed on SERPs. Whereas, if the experience is
as per the user’s comfort he will keep looking for content on the platform which will
61
increase the crawling rate. Crawling is now being considered by Google search algorithms
to rank a page.
8. New Display Ads frame-Display Ads are now getting more personalized and user oriented.
Google has now launched Google Discovery which provides feed as per the customization
of the user. Moreover the carousel format of Facebook and Instagram has also been adopted
by Google Gallery Ads.
9. In Depth Understanding of the customer is a must-Customer wants to see what he likes

and wants an immediate option to close something what he doesn’t. A marketer should
clearly understand before offering the main material that what his customer likes and
dislikes. For an instance, viewers usually do not like the unskippable ads, so offering one
may irritate a customer, which may adversely affect the conversion rate.
10. Multi-Channel Approach-Digital marketing should not be overlooked and

underestimated, it is responsible for bringing in heavy traffic channels through search
engines, social media and other sources. Moreover it offers a platform to analyse and
understand their market using various statistic tools like Google analytics.
11. Point to Point Visibility-Digital marketing offers a visibility on the internet and therefore
customer should be targeted and discovered via. Various online points of attention. The
multi-channel approach should be utilized to completely target the prospects crawling in
the market.
12. Solid and deliberate approach-Each and every content whether paid and unpaid should
have a solid content. This content should have a strategic approach which should be
deliberately planned to capture the attention of the user.
13. Comparative nature and low temper-Comparative nature is noticed since resourceful
information is available on the internet. The consumers in today’s market have a lower
62
temperament and are less loyal to brands, if at all they feel inconvenience in finalizing a
deal they start looking for suitable options.
14. Local SEOs-Local SEOs are very useful for local suppliers since they offer visibility
whenever a local query is made. These can be customized to boost online as well as offline
traffic and provide anticipated results. Local SEOs help the providers by rectifying
unnecessary traffic from the internet and provides the insights of local incomings.
15. Social Commerce and Social Media-Social Commerce must not be overlooked. Social
media and social commerce applications like Meesho, BulBul are providing reliable
platforms to various providers to get the visibility and conversion rates by providing added
security.
16. Customer seeks comfort-Security, reliability and relevancy is what is responsible for
sliding into deals with the customers. Marketers should consider this concern and make
suitable content since comfort and security work hand in hand.
63
Discussion and Suggestions
I. The marketers musts for content:

1. Create personalized content
2. Understand what different groups wants
3. Content must highlight brand, quality, price and comfort
4. Video content from users as a feedback increases conversions
5. Content must be friendly with virtual assistants like Alexa, Siri etc.
6. Content must also be friendly with visual SEOs to adapt searches from Visual
Assistants like Google lens.
7. Content must be according to the trend to make it eye catchy
8. Content must be in context with social commerce and must provide relevant
information.
9. Content in text form must have necessary keywords to generate SERP
optimization.
10. Solution based brief content is the best form to place the website in zero position
on SERPs as featured snippets.
11. Interactive visual content attracts more people.
12. Brand must always be signified to grab quick attention.
II. The marketers musts for Display Ads:

1. Display Ads must be side-panelled in websites or applications
2. For Google Discovery Ads, content of ads must be deliberately planned
3. Analytics obtained from the ads must be utilised to understand future
projections of ads on various platforms.
4. A/B testing should be applied to improvise further content
64
Chapter-6
Conclusions and Recommendations
65
Digital marketing is a booming industry with its online revenues brimming out of the graphs.
With the rise in the sales of smart phones and access to the internet at feasible costs, the online
searches and purchases have boomed the ceiling. Traditional methods of digital marketing with
old tools of SEOs, SEMs, SMM, EMM, Content Marketing, etc. have incorporated new
platforms which align with AI technology like Virtual Assistants and Chatbots, visual searches
from Google Lens and similar applications etc. which provides the user a different realm of
technology.
Moreover Google and other search engines are working really hard to consider the content
quality which was earlier hindered by adding more and more keywords, tags and handling other
SEOs, but now with semantic searches and E-A-T algorithms content quality will now be an
important factor to provide ranking I SERPs. SERPs position zero is now acquired by featured
snippets which is an unpaid feature provided to those platforms which crisp provide solutions
to problems.
Digital marketing is a multi-channel approach to target the users in paid and unpaid ways to
convert a user from a casual visitor to a customer. Customers are now explorative, comparative
and possess low temperament and therefore should be handled with care. Providing high
quality User Experience with security features and AI conversation platforms helps build trust
and long term relations. A personalize touch to customers platform by understanding his
various what’s, where’s, how’s and when’s will help to establish a bond thus leading to meeting
the objectives of increased conversion rates.
66
Chapter-7
References & Appendices
67
Madhani, J. V., & Rajyaguru, K. H. (2020, September 2). IMPACT ANALYSIS OF DIGITAL MARKETING:. Journal of
Management and Entreprenurialship, 22(ISSN 1411-1438 print / ISSN 2338-8234 online), 800. doi:DOI:
10.9744/jmk.22.2.161–164
Admin, I. (2020, Feburary 3). Visibility and Customer Engagement in Digital Marketing! Retrieved from
http://www.idaosejaipur.com: http://www.idaosejaipur.com/blog/visibility-and-customer-
engagement-in-digital-marketing/
Amrutkar, M. (2021, Feburary 20). The New Digital Marketing Trends of 2021. Retrieved from Financial Express:
https://www.financialexpress.com/brandwagon/the-new-digital-marketing-trends-of-2021/2198409/
C.Vethirajan, M. a. (2020, Feburary 12). EMERGING TRENDS IN DIGITAL MARKETING IN INDIA. UGC Care Listed
Journal, 40 , 13. Retrieved from https://www.researchgate.net/profile/Vethirajan-
c/publication/339717019_EMERGING_TRENDS_IN_DIGITAL_MARKETING_IN_INDIA/links/5e9ee3e29
2851c2f52b6cc83/EMERGING-TRENDS-IN-DIGITAL-MARKETING-IN-INDIA.pdf
Chugh, S. (2020, June 6). How digital marketing is helping small businesses in India? Retrieved from
deckerstech.com: https://deckerstech.com/blog/how-digital-marketing-is-helping-small-businesses-
in-india/
COURTNEY DANYEL. (2020, DECEMBER 9). 9 SEM Trends You Need to Know for 2021. Retrieved from
www.quanticmind.com: https://quanticmind.com/blog/sem-trends-2021/
Dennis. (2020, December 16). 10 Biggest Content Marketing Trends that Will Dominate 2021. Retrieved from
www.coredna.com: https://www.coredna.com/blogs/content-marketing-trends#1
Ellis, M. (2020, December). 9 top digital marketing trends for 2021. Retrieved from www.99designs.com:
https://99designs.com/blog/marketing-advertising/digital-marketing-trends/
Expert commentator. (2020, January 13). How AI is transforming the future of digital marketing. Retrieved from
www.smartinsights.com: https://www.smartinsights.com/managing-digital-marketing/how-ai-is-
transforming-the-future-of-digital-marketing/
Hallebeek, W. (2020, August 14). SEO basics: What is local SEO? Retrieved from Yoast SEO for everyone:
https://yoast.com/what-is-local-seo/
Kakovkina, V. (2021, April 06). Hot or Not: Email Marketing Trends for 2021. Retrieved from www.nethunt.com:
https://nethunt.com/blog/email-marketing-trends/
Kamble, O. (2019, Jun 18th). The Growth of Digital Marketing in India. Retrieved from www.yourstory.com:
https://yourstory.com/mystory/the-growth-of-digital-marketing-in-india
Mail Chimp. (2020). Digital Marketing. Retrieved from www.mailchimp.com: https://mailchimp.com/marketing-

glossary/digital-marketing/
Media, B. (2020, October 31). Digital Marketing Trends 2021 in India- Blindspot Media. Retrieved from
www.mediablindspot.com: https://www.mediablindspot.com/amp/digital-marketing-trends-2021-in-
india-blindspot-media
Membrillo, A. (2021, Feburary 12). 2021 Digital Marketing Trends: Top Recommendations. Retrieved from
www.cardinaldigitalmarketing.com: https://www.cardinaldigitalmarketing.com/blog/how-the-top-
digital-marketing-trends-will-evolve-in-2021/
68
Pahwa, A. (2021, Feburary 18). How social commerce is helping India move from interaction to transaction.
Retrieved from www.ey.com: https://www.ey.com/en_in/e-commerce/how-social-commerce-is-
helping-india-move-from-interaction-to-transaction
Patel, N. (2020). 9 Tips for Ranking in Google’s Featured Snippets. Retrieved from neilpatel.com:
https://neilpatel.com/blog/rank-google-featured-snippets/
Paul.J.Lavrakas. (2008). Alternative Hypothesis. Retrieved from SAGE Research Methods:

https://methods.sagepub.com/reference/encyclopedia-of-survey-research-methods/n14.xml
PPCExpo. (2020). The Growing Role of Chatbots In Digital Marketing. Retrieved from ppcexpo.com:
https://ppcexpo.com/blog/chatbots-in-digital-marketing
Sabanoglu, T. (2021, march 26). Retail e-commerce sales worldwide from 2014 to 2024. Retrieved from
www.statista.com: https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/
Siu, E. (2020). 6 Google Ads Trends You Can’t Ignore in 2021. Retrieved from www.singlegrain.com:
https://www.singlegrain.com/google/google-ads-trends-2021/
Subramaniam, M. (2020, January 21). Opinion: Impact of digital marketing on consumer behaviour. Retrieved
from www.campaignindia.in: https://www.campaignindia.in/article/opinion-impact-of-digital-
marketing-on-consumer-behaviour/457737
SV, M. (2018, Feburary 28). www.udisystem.com. Retrieved from HOW IMPORTANT IS DIGITAL MARKETING IN
INDIA ? UPDATED 2019: https://www.udisystem.com/importance-of-digital-marketing-india-2019/
Tewari, S. (2021, Feburary 5). Social media to drive digital advertising growth in 2021. Retrieved from
www.livemint.com: https://www.livemint.com/industry/media/social-media-to-drive-digital-
advertising-growth-in-2021-dentsu-11612531325439.html
THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR. (2020, June 25). Retrieved from
www.chainreaction.ae: https://www.chainreaction.ae/blog/the-impact-of-digital-marketing-on-
consumer-behaviour/
Tugba Sabanoglu. (2017, December 1). U.S. Monthly Time spent online shoping 2017, by shopper type. Retrieved
from www.statistia.com: https://www.statista.com/statistics/809701/us-online-shoppers-time-spent-
online-shopping-per-month/
Verma, D., & N, M. (2019, December). AN ANALYTICAL STUDY ON THE IMPACT OF DIGITAL MARKETING. (ISSN -
0974-7869 (Print)), 79. Retrieved from http://www.iisjaipur.org/iiim/PDF/Oorja%20July-
Dec%202019.pdf#page=6
Vujasin, M. (2020). 5 Reasons Why UX Should be a Priority for Digital Marketers. Retrieved from
www.paldesk.com: https://www.paldesk.com/5-reasons-why-ux-should-be-a-priority-for-digital-
marketers/
69
ANNEXURE
1. Blank Questionnaire
Rise of Digital Marketing and Consumer Behaviour
I am Kulraj Suri and I am studying the rise of Digital Marketing and its impact on consumer behaviour
via. This Questionnaire. You are required to be as true as possible while filling this form. You’re most
sincere and honest response is well appreciated.
* Required
1. Name *
2. Email *
3. Age *
Mark only one oval.
15-20
21-25
26-30
31-35
36-40
41-45
46-50
56-60
61-65
70
4. State (Egg. Madhya Pradesh) *
5. City (Eg.Bhopal) *
6. Gender *
Mark only one oval.
Male
Female
Other:
7. Which of the following occupies your time on the Internet? *
Mark only one oval.
Google Search
Gmail/Other Email Apps
Social Media like Instagram, Facebook, and LinkedIn etc.

Shopping Apps
Other Leisure/Educational Apps
71
8. Which of the following you prefer more? *
Mark only one oval.
Online purchase
Offline Purchase
9. How much you have inclined towards online shopping from 5 years before till date? *
Mark only one oval.
I almost buy every possible thing online

I often purchase online
I barely purchase online
I purchase only those commodities which are not available in local markets
I still do not purchase online
10. What motivates you to shop your commodities online? *
CHECK ALLTHATAPPLY.
QUALITY
P RICE
TREND OF ONLINE PURCHASING
S OME COMMODITIES ARE AVAILABLE ONLINE ONLY
EASE OF ACCESS TO DIFFERENTMARKET
TRENDING ADS
OTHER:
72
11. Which of these commodities you usually order online? *
Check all that apply.
Apparels
Footwear
Electronics
Furniture and Home Decor
Books
Mobile, Computer and Smart Devices
Beauty Products
Sports and Fitness wears and Equipments
Health and Personal Care Products
Grocery and Gourmet Products
Home and Kitchen
Pet Supplies
Science and Industrial Products
Merchandise of a particular brand
Educational services and self-help courses
12. How often do you place an Online Order? *
Mark only one oval.
Once every 4 months

Irregular purchases
once every 2 months
once every month
twice every month
3-5 times a month
6-8 times a month
8-10 times a month

10-12 times a month
12-15 times a month
15-20 times a month
73
13. What is the source of searching the commodity? *
Mark only one oval.
Whatsapp/Telegram/Mobile Text forwarded link

Ads running on webpages or mobile applications
YouTube Videos links in Description
Links from Blog Articles

Google/Yahoo/Bing Search
Email Ads
Through Social Media like Instagram, Facebook etc.
14. How often you search a commodity? *
Mark only one oval.
Once a week
twice a week
3-6 times a week
7-10 times a week
10-15 times a week
15. What is your primary objective that motivates you to search, select and place the
order? *
Mark only one oval.
Brand
Rating
Quality
Price
Appearance
Discount and offers
74
16. What is the nature of purchase? *
Mark only one oval.
Personal Purchases Only

Occupational Purchases Only
Majority of Personal Purchases
Majority of Occupational Purchases
17. How often do you click the Ads on Web pages/YouTube/Social Media? *
Mark only one oval.
Whenever I wish to purchase the product (this wish is depicts no monetary

Restrictions)
Whenever I want/need to purchase the product
Whenever I feel to simply search the product on the internet
18. How often you reply to small survey pop-ups on the internet? *
Mark only one oval.
Every time I see

it often
seldom
never
75
19. How often you provide a feedback of the commodity purchased? *
Mark only one oval.
Every time
only when satisfied
only when
dissatisfied never
20. How often do you compare a product on various basis before purchasing it? *
Mark only one oval.
21. Which of the following you use the most? *
Mark only one oval.
Instagram
Facebook
Twitter
LinkedIn
76
22. Which of the following you use for professional/Business use? *
Check all that apply.
Instagram
Facebook
LinkedIn
Twitter
23. What influences you the most to search profiles on social media? *
Mark only one oval.
Story Shout Outs

Feed Shout Outs
Sponsored Ads
Links in Description
24. How often you promote profiles on request/of own will? (for free) *
Egg. Posting a Feed, giving shout outs on stories etc.
Mark only one oval.
Only for closed ones

I do it for genuine requests
I do it for everyone who requests
I never promote someone on my profile
25. How much you get influenced with sponsored Ads? *
Mark only one oval.
I always click when I see one

I only click if it suits my interest
I seldom click it
I never click any sponsored Ads
77
26. If you are handling professional social media page then: *
Mark only one oval.
I will prefer unpaid ideas of marketing like stories, feeds, engagement groups etc.
I will surely go for paid criteria Ads, but on a smaller scale
I will prefer balancing both
I will spend more on sponsored Ads and content making and will barely focus on my
unpaid marketing ideas
78

Gaurav 2ND File

Uploaded by

Copyright:

Available Formats

Gaurav 2ND File

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Gaurav 2ND File

Uploaded by

Copyright:

Available Formats

Digital Marketing Project – 1

J.C. BOSE UNIVERSITY OF SCIENCE & TECHNOLOGY YMCA,

FARIDABAD DEPARTMENT OF MANAGEMENT STUDIES

FOR PARTIAL FULFILMENT FOR THE AWARD OF DEGREE OF (BACHELOR OF

University Roll No:22035305015

UNDER THE SUPERVISION OF

Ms. Ranjana Katyal (Assistant Professor)

DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE FROM SUPERVISOR

S.NO CHAPTERS NAME PAGE NO.

2. LITERATURE REVIEW 11-18

3. RESEARCH METHODOLOGY 19-23

4. DATA ANALYSIS 24-58

Tools of Digital Marketing

1. SEO – Search Engine Optimization

Online shopping is said to be one of the most popular

However trade of goods is not the only parameter which

 To understand the nature and reasons for market expansion

Scope of the Study

Sampling Size- The sample sizes will be 95 units.

Limitations of the Study

15-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60

Responses Number of Respondents Percentage of respondents

Responses Number of respondents Percentage of respondents

Responses Number of respondents Percentage of respondents

Google Search GMail/Other Email Apps

Social Media like Instagram, Facebook, Shopping Apps

Responses Number of respondents Percentage of respondents

Online purchase Offline Purchase

Responses Number of respondents Percentage of respondents

I almost buy every possible thing online

Responses Number of respondents Percentage of respondents

7. What motivates you to shop your commodities online?

Ease of access to different markets

Some commodities are available online only

Trend of online purchasing

Responses Number of respondents Percentage of respondents

8. Which of these commodities you usually order online?

Educational services and self help courses

Which of these commodities you usually order online ?

Responses Number of respondents Percentage of respondents

10. What is the source of searching the commodity?

Whatsapp/Telegram/Mobile Textforwarded link Ads running on webpages or mobileapplications

Responses Number of respondents Percentage of respondents

11. How often you search a commodity?

Brand Rating Quality Price Appearance Discount and offers

13. What is the nature of purchase?

Personal Purchases Only Occupational Purchases Only

whenever i wish to purchase the product(this wish is depicts no monetaryrestrictions)

Everytime I see it often Seldom Never

16. How often you provide a feedback of the commodity purchased?

Everytime Only when satisfied only when dissatisfied never

Always Often Sometimes Rarely Never

18. Which of the following you use the most?

Instagram Facebook Twitter LinkedIn

19. Which of the following you use for professional/Business use?

Which of the following you use for professional/Business use?

only for closed ones I do it for genuine requests

Responses Number of respondents Percentage of respondents