BUSINESS RESEARCH REPORT SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF

BACHELOR OF COMMERCE HONORS

BUSINESS RESEARCH REPORT

ON

A Study on Digital Marketing and its

impact on Revenue-Generation
Batch: 2021-2024

Submitted By: PROJECT GUIDE:

Prince Mahto Ms Natasha
03024088821

Trinity Institute of Professional Studies

Affiliated To Guru Gobind Singh Indraprastha University, New Delhi
 CERTIFICATE

TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project work “A Study On Digital Marketing And Its Impact On
Revenue Generation” made by Prince is an authentic work carried out by his/her under the
guidance and supervision of Ms Natasha

The project report submitted has been found satisfactory for the partial fulfillment of the degree of
Bachelor of Commerce honors.

Project Supervisor: Ms Natasha

Signature
 ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feeling toward my mentors who graciously

gave me their time and expertise.

They have provided me with valuable guidance, sustained efforts, and a friendly approach. It
would have been difficult to achieve the results in such a short period without their help.

I deem it my duty to record my gratitude towards the Project supervisor Ms Natasha who devoted
his/her precious time to interact, guide, and give me the right approach to accomplish the task and
also helped me to enhance my knowledge and understanding of the project.

Name Of Students:-

Prince Mahto
 DECLARATION

We hereby declare that the following documented Project report titled “A Study On Digital
Marketing And Its Impact On Revenue Generation” is an original and authentic work done by
me for the partial fulfillment of the Bachelor of Commerce honors degree program.

We hereby certify that all the Endeavor put in the fulfillment of the task are genuine and original
to the best of my knowledge & We have not submitted it earlier elsewhere.

Name Of Students:-

Prince Mahto
 Table of Content

1. 6-29
Chapter-1 (Introduction & Literature Review)
● Overview
● Introduction
● Literature Revie

2. 30-32
Chapter 2 (Research Objectives & Methodology)
Research Objective of the Study
Research Methodology
Research Design
Types of research design
Data Collection
Sources of data collection(Primary & Secondary)

3. 33-47
Chapter 3 ( Data Processing, Analysis & Interpretation)
Data processing
Analysis of the problem under study
Interpretation of the result

4. Findings 48-49

5. Limitation 50

6. Bibliography 51

7. Annexures 52-55
CHAPTER - 1
 Overview
Online marketing or Internet advertising is a form of marketing and advertising which
uses the Internet to deliver promotional marketing messages to consumers. It includes
email marketing, Search Engine Marketing (SEM), social media marketing, many types of
display advertising (including web banner advertising), and mobile advertising. Like other
advertising media, online advertising frequently involves both a publisher who integrates
advertisements into its online content and an advertiser. Who provides the advertisements
to be displayed on the publisher’s content. Other potential participants include advertising
agencies who help generate and place the ad copy, an ad server that technologically delivers
the ad, and tracks statistics and advertising affiliates who do independent promotional work
for the advertiser.

India’s population in 2022

According to worldometers.info,

India’s population was 1,407,088,008 as of Sunday, July 3, 2022.

Data show that India’s population increased by 13 million (+1.0 percent) between 2021 and 2022.
48.0 percent of India’s population is female, while 52.0 percent of the population is male.
At the start of 2022, 35.9 percent of India’s population lived in urban centers, while
64.1 percent lived in rural areas.

Note: gender data are currently only available for “female” and “male”.

Internet use in India in 2022 www.theglobalstatistics.com analysis tells that there was
658.00 million internet user in India in 2021.

India’s internet penetration rate stood at 47.0 percent of the total population at the start of 2022.
Kepios analysis indicates that internet users in India increased by 34 million (+5.4 percent)
between 2021 and 2022.
For perspective, these user figures reveal that 742.0 million people in India did not use the
internet at the start of 2022, meaning that 53.0 percent of the population remained offline
at the beginning of the year.
However, issues relating to COVID-19 continue to impact research into internet adoption, so actual
internet user figures may be higher than these published numbers suggest.

Overview of the adoption and use of connected devices and services

Change in the use of Connected devices and services over time

Total population and year-on-year change

 Internet connection speeds in India in 2022

Data published by Ookla indicates that internet users in India could have expected the following
internet connection speeds at the start of 2022:

● Median mobile internet connection speed via cellular network: 14.39 Mbps. ● Median
fixed internet connection speed: 47.40 Mbps.

Ookla’s data reveals that the median mobile internet connection speed in India increased by 5.15
Mbps (+55.7 percent) in the twelve months to the start of 2022.

Meanwhile, Ookla’s data shows that fixed internet connection speeds in India increased by 11.51
Mbps (+32.1 percent) during the same period. 1
 INTRODUCTION

Digital marketing is the promotion of your business, organization, or brand using

channels such as the Internet, mobile devices, television, and radio in addition to using
creative online advertising, video, podcasts, and other such methods to communicate
your message. Internet marketing in particular plays a huge part in any digital marketing
strategy and is becoming the core of any organization's overall marketing strategies,
particularly concerning social media and viral marketing. The digital marketing
ecosystem is not only concerned with internet marketing and social media marketing, in
the introduction we discussed that peoples have a belief that internet or social media
marketing is the same but not the same, be clear from the beginning itself. The digital
marketing ecosystem consists of internet marketing and social media marketing. They
are just a channels for communication, the digital ecosystem consists of integrating
channels and integrating services. Digital Ecosystem Integrated Channels:

● Search Engine(SEO/SEM)
Search engine optimization (SEO) is the art of getting a website to work better with search engines
(like Google, Bing & Yahoo), and to look for achievable, profitable, ranking opportunities through
keyword research. It is a quest for increased visibility in search engines via relevant copy, quality
links, domain trust, social popularity, and search engine connectivity.

● Displays (Banners, Rich media Banners)

Display advertising typically contains text (i.e., copy), logos, photographs or other images, location
maps, and similar items. In periodicals, display advertising can appear on the same page as, or on
the page adjacent to, general editorial content. Normal banners, Rich media banners,
Interstitials, and pops are examples of displays.

● Mobile Marketing
Mobile marketing is used in reference to any marketing efforts on or with a mobile device. It
involves planning, creating, and implementing a mix of initiatives to bring together sellers and
buyers via mobile devices. Mobile ads, Mobile websites, Apps, and Games are some of examples
mobile marketing.

● Social media
refers to any software tool that enables and encourages engagement in conversation or sharing.
Popular forms of social media include Facebook, Twitter, LinkedIn, YouTube, Pinterest, Google+,
and blogs. Now all days social media become a platform for marketers to make conversations with
customers. Brands are now engaging customers through social media.

● Email
eMail Marketing is a type of direct marketing that involves sending personalized, targeted
messages to a specific audience. Email Marketing is easy to use, low cost, and effective. Most of
the B2B businesses in the present era in following email marketing, but in B2C also email
marketing is productive.

● Video
Marketers are now using video to make customers aware of brands and to share the
experience of other customers. YouTube ads are too popular in video ads. On social media
platforms also brands are sharing videos.

● Analytics
Analytics is the practice of evaluating data and the process by which a company arrives at
a most advantageous decision. Here marketer analysis the integrated channel to understand
the effectiveness of communication. Analysis may be based on numbers of visitors or like
on social media pages...Etc

● Content management
After analysis of the integrated channels marketer can be able to understand the problems with
current content. Later he can manage the content to increase the engagement rate, content may be
text in banners, images, or websites.
 ● Advanced Targeting
techniques involving the sending of targeted messages to a specific audience. It is used to increase
the effectiveness of a marketing campaign. Behavioral targeting is also a part of advanced
targeting, where marketers can target the customer based on their past behavior online.
The marketer can put ads on other web pages where the customer is going.

● Creative
Creative is the artistic component of an ad or website. It usually includes an image and copies
present in ads or websites. A marketer can make those contents attractive to customers. The
marketer will sometimes change the entire design of websites, and apps...Etc.

● Research + Planning
Marketer will do some research to understand the behavior, taste, and preference of customers on
the digital platforms. This research may be done by using paid tools like ComScore...Etc. Through
this research, marketers can be understanding where T.G is present or what T.G would do online.
After research

● Digital strategy
is the process of specifying an organization's vision, goals, opportunities, and initiatives in order
to maximize the business benefits through digital media. The strategy will be different for each
brand, it will base on the brand objective and target group's interest

Types of Digital Marketing

In normal outbound marketing, we will use pull and push marketing strategy. Like that in digital
marketing also pull and push are types.
In Push digital marketing the marketer sends a message without the recipient actively seeking
the content, such as display advertising on websites and news blogs. Email, text messaging and
web feeds with customized content can also be classed as push digital marketing when the recipient
has not actively sought the marketing message. Push marketing allows you to target your
demographics and use your marketing dollars to promote your product to the people you know are
interested in what you have to sell. A push marketing campaign can be more expensive when it
comes to upfront costs, so you really need to be sure that your marketing is going to reach the right
people at the right time. Behavior targeting is a good example of push digital marketing. In Pull
digital marketing includes blogging, email marketing, social media, infographics and other forms
of visual messaging and search engine optimization (SEO). A pull marketing campaign also
includes public relations or other ways of reaching out to potential or already realized customers
who you want to keep engaged. While a pull marketing campaign can be less expensive to get
started, you will incur costs in other ways. For example, if you are running a social media
campaign, you will need to hire someone to manage your social media and respond to people who
leave comments or ask questions. Social media gets people talking and that has a major impact on
sales. Pull marketing also requires a greater investment in time, but it gives you more ability to
entertain your customers and educate them about your company. But don't get confused by seeing
Email in the push and pull, there is a difference. If a marketer is sending emails with customized
content or banners to a specific group of customers is push digital marketing. If a marketer is
sending emails with the same content or banner to all customers is pull digital marketing.

AIDMA as AISAS in Digital Era

AIDMA widely accepted model describing the psychological process leading up to the consumer’s
decision to purchase a product. This model is similar to the AIDA model. The AIDMA Model was
first advocated by Roland Hall, an American economist, around 1920. According to this model,
there are five key processes: Attention, in which the consumer first notices the product or
advertisement, followed by Interest, Desire, Memory, and Action. This model has been used
extensively in the advertising and marketing industries.
AISAS
is a process model of consumers purchasing activities in the Internet age. AISAS is a consumption
behavior model that has been advocated by Dentsu since 2004. It was developed to observe
behaviors based on the understanding that the Internet has become prevalent, and that consumers
now have access to environments in which they can obtain and transmit information themselves.
In this model, the key processes are Attention, in which the consumer first notices the product or
advertisement, followed by Interest. After this, the consumer Searches for information, and then
makes a purchase (Action), after which information is shared with others. In comparison to

“AIDMA,” the psychological process has become more compact, and the Action process has
expanded.
These changes are shown how presences in digital are important for brands. Brands can able to
create awareness and the internet without digital. But it will not lead to action in the current
scenario. Customers need more information in the present era; they are information seekers and
always search for the best deal. Brands can’t sustain without digital media.

Advantages of Digital Marketing

Digital Advertising is increasingly an inherent budgetary component of many organizations today.
Organizations of all sizes use the medium to promote their products and services. So well, why do
so many organizations use the medium? Simply put, it is due to the numerous advantages that
online advertising offers. These are discussed in the paragraphs ahead.
Reach -
The ability of the online medium to target a certain demographic of users is one of the greatest
advantages of digital advertising. In addition, the geographical reach of the online medium is far
greater than that of traditional media. It’s not only cost-effective to achieve a wider geographic
area but the ads can also be targeted to the desired audience. For example, if an advertiser is keen
on selling his or her products targeted to a certain demographic of people, it is quite possible
through online advertising. Digital advertising has matured to the extent that web publishers, media
agencies, and advertisers themselves know the optimal ways and websites for a certain category
of products or services.
Measurement -
With various tools becoming available, tracking the effectiveness of ad campaigns is becoming
possible today. In other words, measuring Return of Investment (ROI) is increasingly possible
today. Organizations that were previously reluctant to spend online, now realize that the online
medium does offer means to alleviate any such fears. Moreover, when properly designed online
marketing campaigns generate the desired results, advertisers are further encouraged to continue
Advertising online.

Interactive and Engagement -

The Internet is arguably the most interactive and engaging medium among various others.
Interactive campaigns have become a norm with the power of the online medium. One such
advertisement worth mentioning is the campaign by AXE where the end-user could alter the smile
of a woman as he/she liked to i.e. in an interactive framework. The advertisement struck an instant
chord with the youth to which AXE the brand is positioned Customers are basically just a click
away from the advertisers. In other words, the direct response between end-users and advertisers
is possible through the online medium.
Time -
Through the Internet, an advertiser can reach the desired target group or demographic in a much
shorter time frame. For example, if an advertiser needs to plan some sort of ambush marketing,
the online medium can be an effective means of achieving it. Even otherwise i.e. for regular
marketing campaigns, the total time necessary to complete an online advertising campaign is less
than that of traditional advertising methods.
Cost -
When compared to traditional forms of advertising, digital advertising is cheaper. Various payment
models are available between the advertisers and publishers. Many a time, advertisers are charged
only when visitors click on their ads. The various payment models are discussed in detail in the
next section.

Digital Advertising: Ad Avenues

SEARCH ADVERTISEMENTS: Advertisements made up of text (displayed largely as sponsored links on

search engines) come under this category. These are backed by hyperlinks that when clicked on, take the
potential customer to the advertiser's website.

DISPLAY ADVERTISEMENTS: Advertisements that are placed at various points on a web page
that typically contain logos, photographs, other images, or even text. Technologically these
comprise of Image, Simple flash, and Rich media with& without video ads.
MOBILE ADVERTISEMENTS: Advertisements that are viewed or consumed on mobile phones or
tablets come under this category. These comprise Mobile Web ads, SMS, MMS, Mobile Video &
TV ads, and In-App ads.
SOCIAL MEDIA ADVERTISEMENTS: Advertisements of any type: text, display, stamp pads,
etc displayed on various social media websites like Facebook, Twitter, LinkedIn, Pinterest, Orkut,
etc fall into this category.
EMAIL ADVERTISEMENTS: Advertisements that involve sending a commercial message to a
group of people using email comprise this ad type. Emails are used to engage with existing
customers to get repeat business as well as to acquire new customers.
VIDEO ADVERTISEMENTS: Advertisements that fall broadly under the display type but have
video within them and are served before, during, and/or after a video stream on the internet. This
type comprises In-Video ads, Standard In-Stream ads (pre-rolls, mid-rolls, or post rolls), and
TrueView ads.
Some of the Basic Terms in Digital Marketing
➢ Page View
Viewing the page is known as a page view. It gets counted once the page is loaded.

➢ Leads
When one person fills his details in the given box is known as the lead.

➢ Conversion
The percentage of people whose activity can be tracked while clicking on an ad or visiting a
website to actually purchase a product or service. A high conversion rate indicates that the link,
ad, or site was successful
➢ Inbound link
Link connects to your website from a different website.

➢ Profiling
To build a picture of a target customer based on information from various sources including
customer transactions completed forms and demographic data.
➢ Unique Visitor
Unique IP address accessing a website.
A custom web page designed to convert visitors into leads or sales. Email, banner ads, and even
offline outbound marketing campaigns drive traffic to a landing page to capture information or
trigger a sale. A landing page is also called a destination page or splash page.

Types of ads
● Above The Fold: Above the fold refers to banner ads that are displayed at the top of a web
page.
● Rich media: Online ads that contain motion, sounds, or video are termed as rich media ads
● Interstitial Ads: Ads that appear between web pages.
● Banner Ads: Embedding an ad into a web page-know as a click-through due to interactive
actions where the consumers click and are taken to the banner ad’s company websites
● Pop-up: Ads that display in a browser window either in the front or behind the current
browser window
Monetary term in Digital Marketing

● Cost-Per-Action (CPA): Cost of advertising based on a visitor taking some specifically

defined action in response to an ad. “Action” includes such things as sales, transactions,
customer acquisition, or click
● Cost-Per-Click (CPC): Cost of advertising based on the number of clicks received.
● Cost-Per-Thousand(CPM): The standard unit for buying or selling Internet advertising.
The thousand stands for ‘thousand advertising impressions or views.
● Pay-Per-Impression: Online advertising where an advertiser pays a pre-agreed price each
time a user clicks on their advertisement. The cost for the click is often negotiated through
auction, with ad placement determined by the relative size of the bid, as well as other
factors.
● Pay-Per-Inclusion: Search engine marketing programs that guarantee website listing for
a specific keyword search term for a fee.
● Pay-Per-Lead: Paying to acquire leads from an outside party at a set rate or amount per
Lead.
 LITERATURE REVIEW

● Tanushree Basuroy on Apr 25, 2022, published an article entitled “Digital advertising
revenue in India FY 2008-2022”. As of 2021, the revenue generated by digital advertising
across India was valued at around 246 billion Indian rupees. That same year, India’s total
advertising revenue was over 700 billion Indian rupees and the country was ranked among
the largest advertising markets across the world in terms of ad spending.

The future is digital

The highest share of ad revenue was generated by the Indian television ad market, valued at over
250 billion rupees in the fiscal year 2018, followed by the print market. However, the projections
for each of these segments show a clear pattern where the digital ad market will rapidly overtake
print as well as television revenues by the fiscal year 2024. According to these projections, the
digital ad revenue in the country will be worth almost 540 billion rupees by the fiscal year 2024,
while the television and print ad revenues were projected to reach about 455 billion rupees and
276 billion rupees respectively. These numbers clearly show that India is heading towards a digital
advertising future.

Big bucks for digital advertising

The reasons for this surge in India’s digital advertising are clear. Rising penetration of affordable
and speedy internet, along with an increase in vernacular content consumption makes up the tip of
the iceberg. Along with this, big-moneyed industries such as banking, financial services, and
insurance are increasingly experimenting with non-traditional media platforms such as YouTube
and Instagram stories to connect with users.
● BI INDIA PARTNER on FEB 15, 2022, published an article entitled “Young consumers
are likely to drive streaming growth in India, with a majority planning to increase
consumption in the future: YouGov report”

● Data from YouGov’s “Global Media Outlook Report 2022” shows urban Indian consumers
expect to spend more time with digital media in the future than any type of traditional
media.

● 62% of consumers between 25-34 years intend to increase consumption of streaming video

and 58% expect to up music streaming consumption in the next 12 months.

 YouGov’s new report explores how consumption of media has changed globally in the past
12 months and identifies which media behaviors consumers are planning to stick with in the
future.

Data from the whitepaper shows that digital mediums have been the dominant media
choices of urban Indians in the past 12 months, and they are likely to dominate their choices
in the future as well. Among projected increases in digital media, sources are websites &
apps (63% are likely to increase their consumption), social media (55%), streaming video
(53%), and streaming music (49%).

Consumption of streaming video is likely to increase across age groups in India in the next
12 months, with young consumers between 25- 34 years expecting a higher increase in
consumption (62%) as compared to those aged 35-44 (52%) or 55+ (41%). In comparison
to this, intent to increase consumption of both live and non-live TV is lower among this
group- at 50% and 45%, respectively, yet higher than the other age groups. This shows that
along with driving the demand for streaming services, younger audiences in India will also
dominate the demand for TV content in the future.
Similarly, within the audio industry, younger generations are set to boost the consumption
of streaming music, as well as podcasts. About six in ten (58%) adults between 25-34 years
plan to stream more music in the next 12 months, which is higher than the expectations of
other age groups. Even though future consumption of podcasts is projected lower than other
mediums, its consumption is likely to soar among young consumers (25-34 years) in the
country.
KARUNA SHARMA on DEC 9, 2021 published an article entitled “Metaverse, social commerce and
personalization in a cookie-less world: Here’s how digital marketers are preparing for the future”. The
digital marketing industry in India not only managed to weather the pandemic’s impact but also
flourished gracefully in 2020. It accelerated at an unbelievable speed, exceeding all predictions and
expectations. Brands were quick to adapt, pivoting aggressively from traditional mediums to investing
in digital. Digital media became one of the most effective mediums to reach out to people locked
inside their houses and stuck to their phone and tablet screens. This trend of increased smartphone
consumption is only expected to amplify as more people, especially in Tier-II and III cities, engage
more digitally and make purchase decisions through websites, apps, and social media platforms. Apps
have undoubtedly become the most popular destination for consumers and marketers are capitalizing
on this trend to engage with them. As per GroupM’s TYNY report, global digital advertising should
account for 64.4% of total advertising in 2021, up from 60.5% in 2020 and 52.1% in 2019. Zenith
also estimates that global ad spending will reach $705 billion in 2021, up from $634 billion in 2019,
and will rise to $873 billion by 2024.
Digital marketing in India is also at the cusp of a massive revolution as brands explore options
beyond social media marketing within the digital ecosystem and look to expand their presence
across regional markets. RedSeer predicts that India’s digital ad expenditure will grow 10 times
over the next decade and will likely account for 70-85% of the total ad market, which currently
stands at 33%. It is expected to touch $25-35 billion by 2030 from $3 billion in 2020. So, without
a doubt, digital marketing is the future of advertising and the only way brands can grow is by
harnessing various digital tools.

● www.thinkwithgoogle.com on February 2022 published an article entitled “Year in Search

India Trend 1: Digital Mainstreamed”. If 2020 saw millions of consumers migrate online,
2021 showed the staying power of digital. From shopping to services, new users who may
have begun their online journeys due to necessity are now proactively deepening their
usage. Speed, convenience, and price are just a few of the reasons more consumers are
now choosing digital-first lifestyles.

In 2021, digital acceleration continues with India posting higher digital adoption growth
than other regions like the U.S., China, and the E.U. Indeed, we are seeing the staying
power of digital. Rising searches in 2021 paint a picture of how the many new digital
consumers have not only dipped their toes into the online world but also taken the plunge
to integrate digital into their lifestyles. In India, users access more than four industries
through digital channels.
 And even as offline mobility resumes, consumers who have grown more comfortable with
the digital world are now choosing to stay online, with 65% of Indian shoppers going online
to buy a product they previously bought in-store. Benefits like time and cost savings,
flexible payment options, diversity of product offerings, and delivery services are
motivating shoppers to choose digital-first experiences.

In some cases, online shopping has even outpaced traditional retail. In 2021, India's retail
sales grew by 25% as the offline market shrank.1 Today, consumers are not only seeing
digital as an easier option for completing their research but also as an easier option for
completing their purchases. Nine in 10 offline buyers are using an online touchpoint for
information in their purchase journey.2

New users and businesses online

Today, India has 600 million smartphone users and that number is increasing by 25 million
every quarter. As new users come online, businesses are evolving their digital strategies to
meet them there. Growing searches show businesses seeking to understand more about
digital transformation strategies and online inventory management, while new online
shoppers are adopting new behaviors to search for information.

Online-first shopping experiences

In 2021, almost two-thirds of Indian consumers3 surveyed made the majority of their
purchases online. Rising searches show how shoppers are using digital channels as a helpful
tool for decision-making, but are reluctant to endure downsides like delivery waiting times
and costs.

Digital in our day-to-day

People are expanding the use cases for apps and technology in their day-to-day lives, as well
as experimenting with new digital services like online loans and contactless payments. The
 ease and convenience of digital wallets are converting consumers for good, with India
seeing 5x growth in contactless payments in just five years.

Preference for digital formats

Searches for digital formats continues to gain momentum as Indian consumers immerse
themselves online. Streaming on connected TV has taken off,4 and short videos are
becoming popular more quickly. Live commerce is expanding its reach,5 virtual try-on are
on the rise, and even when people take a break from the screen, they're opting for content
like podcasts,6, and audiobooks, which they can enjoy on the go.

● Karan Shah published an article entitled “Scope of Digital Marketing in India & Globally –
COVID-19 Updated”.The scope of digital marketing in 2020 and 2021 has seen drastic
growth. Even despite the pandemic affecting us for 2 consecutive years, the growth has
been nothing less than amazing.
With new developments and variants like Omicron and Delta, there’s a significant
fluctuation in the trend patterns across the industry but digital marketing remains to stand
strong. Further, it is projected to take an even higher leap in 2022.

When we think of the key indicators of success in marketing, the first thing we think of is
the number of people reached through marketing practices. The internet’s penetration has
reached outstanding numbers. Looking at India has the 2nd largest number of internet users
in the world.
Furthermore shocking was that the search volume per month for ‘digital marketing courses’ was
nearly 60,500 in the month of May 2019 and it further experienced a whopping growth rate of
49.5%, which means 90,500 searches for it in May 2020, right when we were at the peak of the
pandemic. And the number of searches continues to grow even while you’re reading this blog!
And as of today in 2022, the search volume for the same term stands strong at 1,35,000 per month!
That’s another 49% of the jump rate.
This shows that people are realizing the importance of digital marketing and are showing interest
in pursuing a career or knowledge in this field.
As reported by Dentsu Aegis Network, the total advertising industry of India in 2019 was valued
at INR 68,475 crores and it was calculated to be INR 75,952 crores by the end of 2020. That’s a
massive 10.9% growth rate. Globally, here’s a look at the digital advertising spend in 2020, 2021,
and predictions for 2022.
CHAPTER – 2
 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may be understood
as a science of studying how research is done scientifically. It is a system and in-depth study for
any particular subject. Its purpose is to find out answers to questions through the application of
scientific methods. It involves the collection, analysis, and interpretation of data. It deals with the
application and utilization of data.
Topic
The selected topic for the research is “Understands the consumer buying behavior of Indians in the
digital era”

Objectives of the study

Primary objective
● The main objective of the study is to understand the consumer buying journey in the Digital
era.
Secondary objectives
● To know affinity in customers for collecting information before purchase.
● To determine out the media, which is most important in creating stimulus in Indians?
● To understand the media consumption of Indians.
● To figure out how Indians will purchase a product.
● To understand the post-purchase behavior of Indian

Scope

This study is helpful in determining the consumer buying behavior of Indians. It can able to help
brands to reach their target group through appropriate media. It will present an idea to brands,
based on where to invest in achieving their marketing objectives.
Universe

means the total population available for the study. In this study, the universe constitutes all
Indian, who have an online presence.

Sample
means a representation of the whole universe by a small population. Samples for this research are
under Indian youth and young Indians, who come under the 17 to 45-year age group and who
have online presences.

Sample size

The number of sample units selected from the total population is called a sample size. The sample
size selected for this study is 50. Among them, 32 are males and 18 are females. Tools used for

this research is an online questionnaire, which consists of 21 questions.

CHAPTER - 3
DATA ANALYSIS
1. How do you get information about new Products?

2. Do you Collect information before purchasing the products?

3. What type of information will you collect?

Interpretation for 1 to 3:
Samples are highly information seekers, 95 % of the sample will reach before purchase.
Only 40% of the samples said they get to know about a product through advertisements, 30% get
to know from friends, and 10% from family. 32% of samples are collecting information about the
quality of the product and 26% about price and 21% about customer experience.
4. Did you ever purchase from an online site?

5. If yes, then what type of product/services did you purchase online?

Interpretations for 4 and 5:
81% of the sample will make online purchases also; mostly they purchase electronic products,
followed by fashion and travel accessories online.

6. Do you watch television?

7. Do you watch television programs online?

8. Do you read Newspapers?

 9. Do you read the News online?

Interpretations for 6 and 9:

93% of the samples are watching T.V. 53% of the samples are watching T.V programs
through online portals. 93% are reading newspapers and 74% are reading newspapers
through online portals.
10. Do you have a mobile phone or smartphones?

11. Do you have a laptop or PC?

12. Do you have a tablet?

13. Do you have an internet connection in any of the above mentioned gadgets?
14. When do you use these gadgets?

15. What do you do with these gadgets?

 Interpretation 10 to 15:
More than 90% of the sample have can mobile or Smartphone and laptops or PC.
While coming to tablets it is low, but it doesn’t mean no one is using tabs. Still,
30% of samples have a tablet. 96% of samples have an internet connection in any
of these gadgets, this shows the penetration of the internet in India.
33% of the samples are using these gadgets while they are with their friends. 25% of
the samples are using these gadgets while watching T.V. 42% of samples are using
gadgets in the office or college.
21% use these gadgets for chatting, 16% for surfing, and 14% for watching videos & games.
16. Do you ever notice advertisements?
17. If yes, from where?

18. Mention one form of media, to which you give more importance?
 Interpretation for 16 to 18:
97% of the samples are seeing ads, among them 35% of samples noticed ads through
online media, 22% on TVC, and 17% in Newspapers. 48% of the samples are saying
they have trust in online ads, 34 % are saying they have trust in T.V.

19. How do you normally purchase a product?

10. After purchase, what type of experience will you share with others?

11. How will you share your experience with others?

 Interpretation for 19 to 21:

• 22% of samples will do research online and purchase from a retail shop, 21% of the samples will do
research in mobile and purchase from a retail shop. But 19% of the samples will purchase directly
from a retail shop only.
• 67% of the samples will like to express their experience with others; it may be a nice deal, a good
experience, or a bad experience with the product.
• 37% will share their experience through face-to-face talk, 32% through social networking sites, and
24% through messaging.
 FINDINGS

• Indian customers are highly information seekers. They collect more information about quality,
and price and refer to customers’ experiences before purchasing a product. • Advertisements a
have high impact on creating stimulus in Indian customers. But this stimulus will get into action
only through opinion leaders.

• Indian consumers have a high tendency to go for online purchases. They have a high affinity
ta o go online for electronic products and apparel.

• One of the current trends in Indian youth and young Indians is watching the T.V programs via
online portals. Maybe the main reason is the convenience of time, they can watch programs which
they had skipped due to some reasons.

• The same thing is happening for the newspaper also, people have more affinity towards online
news portals. Here's the reason maybe they can get news updates very early; they don’t need to
wait for daily newspapers.

• In both of these cases, one opportunity is lost for the marketer and one opportunity is emerging
for them to reach their T.G.

• More than 90% of the samples have a mobile or Smartphone and laptops or PC. 96% of samples
have an internet connection is any of these gadgets, this shows the penetration of the internet in
India.

• If we take tablets, penetration in India is low. But it doesn’t mean that no one is using tabs.
More than 30% of samples have tablets. For brands, they are getting three more platforms to reach
their T.G and engage them.
• 33% of the samples are using these gadgets while they are with their friends, so just think about
the reach. If one person noticed something cool and awesome they will surely communicate it to
others.

• 25% of the samples are using these gadgets while watching T.V; it’s again a barrier for brands
that use TVC only. 21% of the samples are using this gadget for chatting and 16% are using it for
surfing. What they are surfing? It can be about a product, local events or locations...etc.
• In this situation, one opportunity is again losing to brands and one opportunity is emerging for
brands to reach their T.G.

• More than 90% of samples are noticing ads, among them 35% of samples noticed ads through
online media, followed by TVC and Newspapers.

• 48% of samples are telling they give more importance to online ads and 34 % of samples give
importance to T.V.C.

• From the first part of this research itself, we know that customers are highly information
seekers. It may be the reason for high trust in online ads. They can search for more information
after seeing an ad or online is the only two-way communication channel for customers.

• 22% of the samples do research through their lap or PC before purchasing a product from the
retail shop and 21% do research via mobile.

• Most Indians prefer to purchase from a retail shop only, but before going to a retail shop they
will seek information about the product through an online platform. Here is a change that happens
in the consumer buying journey, In early times consumers believed about a product only after
seeing the product in a retail shop.

• But now Indian customers want to get conviction about a product before going to a retail shop.
So from a marketer's view, they want to convince their customers before going to a retail shop.

• Brands want to build a cool presence over digital platforms because the customer will do
research about the product after seeing an ad or after getting stimulated.
 LIMITATIONS

• It was assumed that the information given by the respondents is authentic and best of their
knowledge.
• Some of the view given was completely viewed by customers as they were in a hurry and were not
considered in the data analysis.

• The result of the study is applicable to the survey area only.

• Time is also one of the important limitations.

• Dull process and unwilling respondents also affect the result of the study.
 BIBLIOGRAPHY

Sites Visited:-

● www.fullestop.com
● www.marketresearch.com
● www.economictimes.indiatimes.com
● www.thinkwithgoogle.com
● www.digitalterminal.in
● www.digitalmarketinginstitute.com
● www.bannerflow.com
● www.leadsbridge.com
● https://www.ibef.org/industry/ecommerce
● https://iide.co/blog/scope-of-digital-marketing/
● www.statista.com
● www.worldometer.com ● https://www.wikipedia.org/
 APPENDIX QUESTIONNAIRE
Understand Consumer Buying Behaviour of Indians

This questionnaire will be used to understand the consumer buying behavior of Indians.

1. How do you get information about products?

• Friends Family
• Advertisement
• News
• Other sources

2. Do you collect the information before purchasing the product? • Yes

• No

3. What type of information will you collect?

• Price
• Quality
• Attributes
• Quantity
• Customer's Experience

4. Did you ever purchase from an online site?

• Yes
• No

5. If yes, then what type of product/ service did you purchase online? • Apparels
• Electronic
• Books
• Travel Products
• Fashion accessories
• Kitchen and Home items Toys
• Sports equipments
• Health and Beauty Products
• Gifts
• Automotive
 6. Do you watch television?
• Yes
• No

7. Do you watch television programs online?

• Yes
• No

8. Do you read the newspaper?

• Yes
• No

9. Do you read News online?

• Yes
• No

10. Do you have a mobile phone or smartphone?

• Yes
• No

11. Do you have a laptop or PC?

• Yes
• No

12. Do you have a tablet?

• Yes
• No

13. Do you have an internet connection in any of the above mentioned gadgets?

• Yes • No

14. When do you use these gadgets?

• While watching TV
• Office
• College
• With friends
 15. What do you do with these gadgets?
• Games
• Surfing
• Shopping
• News reading
• Blogging
• E-booking Reading
• Watching Videos
• Chatting

16. Do you ever notice advertisements?

• Yes
• No

17. If yes, from where?

• TV
• Online
• Newspapers
• YouTube
• Magazines
• Out Door Hoardings
• Radio

18. Mention one form of media from the list below, to which you give more importance?

• TV
• Online
• Newspaper
• YouTube
• Out Door Hoarding
• Radio
• Display ads in shops
 19. How do you normally purchase a product?
• Research in mobile and purchase from retail shop
• Research in laptop and purchase from retail shop
• Research in mobile and purchase from laptops
• Research and purchase from mobile
• Research and purchase from laptop
• Visit the retail shop and purchase from mobile
• Visit the retail shop and purchase from laptop
• Visit and purchase from retail shop itself

20. After purchase, what type of experience will you share with others?
• Nice deal which you got in terms of price
• Bad experience with the product
• Good experience with the product
• All the above mentioned

21. How will you share your experience with others?

• Social networking sites
• Messaging
• Write a blog
• In company website
• Through face to face talk

Age

Gender