A study on digital marketing strategies adopted by various players of

Indian pet Industry

A case study on WOWPETS LLP.

Dissertation submitted to the

5 year Integated MBA programme
Department of Business administration, Utkal university

In partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

Ashwini Kumar Mohnanandia

(53209V230985)

INTERNAL GUIDE EXTERNAL GUIDE

Dr. MANJUSIMITA DASH Santosh Kumar Sahu
Dept of IMBA Senior Manager, HR
WOWPETS LLP, JHARSUGUDA

DEPARTMENT OF BUSINESS ADMINISTRATION

UTKAL UNIVERSITY, VANI VIHAR, BHUBANESWAR:-751004
 CERTIFICATE

This is to certify that ASHWINI KUMAR MOHANANDIA student of Department of BUSINESS

ADMINISTRATION, Utkal University, Vani Vihar(PG Course), has successfully completed his summer intership at
WOWPETS,JHARSUGUDA from 1st feb 2023 to 7th mar 2023 under the guidance of Dr. Manjusimita Dash

The project report has reached the standards fulfilling the requirements of the rules and regulations relating ot the
nature of the degree. The contents embodied in the project have not been submitted for the award of any other degree
or diploma in this or any other university

Place:

Date:

Dr. MANJUSIMITA DASH

Dept. Of Business Administration
Utkal University, Bhubaneswar

(Dr.MANJUSIMITA DASH)
 DECLARATION

I hereby declare that the project entitled “DIGITAL MARKETING AT WOWPETS, JHARSUGUDA”.
It is an original piece of research work carried out by me under the guidance and supervision of
The work has not been submitted ton any other Institute for any degree or diploma.
I have conformed to the norms and guidelines given in the Ethical Code Of Conduct of the Institute.
The information has been collected from genuine and authentic sources.
Whenever I have used materials (data,theoretical analysis,and text) from other source, I have given due credit to them
by citting them in the thesis and giving their details in the references.

Place : WOWPETS, JHARSUGUDA

Date: 1ST FEB 2023

Ashwini kumar mohanandia

Roll No. 53209V230985
Dept. Of Business Administration
Utkal University, Bhubaneswar
 ACKNOWLEDEMENT

It is really a matter of pleasure for me to get an opportunity to thank all the person who contributed directly or
indirectly for the successful completion of the project ‘DIGITAL MARKETING AT WOWPETS’. I am extremely
thanking to this opportunity and for all its contribution and cooperation

I extend my special gratitude to Dr. MANJUSIMITA DASH of Business Administration for giving me this
opportunity.

Moreover, I would like to thank the employees at the WOWPETS, JHARSUGUDA for their constant guidance and
help to learn various aspect of the corporate world.

I also acknowledge with a sense of reverence towards my parents who have always supported me morally as well as
economically. At last, but not the least gratitude goes to all my friends who have directly or indirectly helped me to
complete this project report.

Place:

Date:

ASHWINI KUMAR MOHANANDIA

Roll No. 53209V230985
Dept. Of Business Administration
Utkal University, Bhubaneswar
LIST OF FIGURES
LIST OF TABLES
 TABLE OF CONTENTS

PAGE NOS.
Certificate ....................................................................................................... i
Company Certificate ....................................................................................... ii
Declaration ..................................................................................................... iii
Acknowledgments .......................................................................................... iv
List of Figures ................................................................................................. v
List of Tables ................................................................................................... vi

CHAPTER I
INTRODUCTION 01
1.1 Introduction of wowpets 01
CHAPTER II
PROJECT INTRODUCTION 02 – 05
2.1 Project Introduction 02
2.2 Meaning of Social Media Marketing 02 - 03
2.3 Why is Social Media Marketing important to business 03 - 04
2.4 Social Media Marketing in India 05
CHAPTER III
LITERATURE SURVEY 06 – 11
3.1 Literature Review 06 - 10
3.2 Summary of the Literature Review 11
CHAPTER IV
PROJECT RESEARCH 12 – 32
4.1 Research Methodology 12
4.2 Analysis and Interpretation 13 - 32
CHAPTER V
DISCUSSION 33 - 34
5.1 Findings 33
5.2 Suggestion 34

CHAPTER VI
CONCLUSIONS 35 - 36
6.1 Conclusion 35
6.2 Limitations of the research 36

REFERENCES 37
APPENDIX
Sample Questionnaires 38 - 41
 INTRODUCTION

1.1 INTRODUCTION OF WOWPETS

WOWPets is a government-registered pet care company that offers a variety of services and products for pets .

Services: Personalized pet services, pet mentoring, pet sales and adoptions, pet grooming, door-step treatment
and vaccination

Products: Pet food, durable toys, and other pet accessories

For more than 10 years, WOWPets has been working in the world of pet industry. We are a team of experts
specialized in every field of pet care. We are a one-stop solution for buying, caring, grooming, parenting,
treating and training all pets. We are on a mission to establish a Happy pet community all over the world as we
love... we live... we care for your pets. So feel free to contact us if you have any pet pet-relatedries from buying
via caring to world-class training.
“We Are Here..., For Your Pet Care”

1
 PROJECT INTRODUCTION

2.1 PROJECT INTRODUCTION

As a part of the curriculum, the students of IMBA have to undergo Summer Internship
Program (SIP). Wherein a student gets the knowledge about practical life, how the work
is done in companies, how to get acquainted with working conditions and other many
such things, etc. The main aim behind this program is that students get some experience
with which he could get assistance while searching the job. This program is generally
provided by a company, and it lasts for at least two months. Students as per their
specializations could apply for SIP and get the opportunity to work in a company, which
the college suggests.

As a MBA student I also have to undergo SIP. I got the opportunity to complete this
program in wowpets, for one month. wowpets is an LLP that focuses on the education
and development of children who are unable to afford school fees. And it also helps
widows and single mothers by giving them an opportunity to work and make money for
their living. I worked as a summer intern there which consisted of many different
activities from different departments such as the Human Resource Department, Social
Media Marketing, Sales, Fundraiser, and, Social Work Department.

2.2 MEANING OF SOCIAL MEDIA MARKETING

The meaning of the term ‘social media’ can be derived from two words that constitute
Media generally refers to advertising and the communication of ideas or information
through publications/channels. Social implies the interaction of individuals within a
group or community. Taken together, social media simply refers to
communication/publication platforms which are generated and sustained by the
interpersonal interaction of individuals through the specific medium or tool. Wikipedia
has a general definition of the term: Social Media is the democratization of information,
transforming people from content readers into content publishers. It is the shift from a
broadcast mechanism to a many-to-many model, rooted in conversations between
authors, people, and peers. Social media marketing refers to the process of gaining
website traffic or attention through social media sites. Social media marketing programs
usually center on efforts to create content that attracts attention and encourages readers to
share it with their social networks. A corporate message spreads from user to user and
presumably resonates because it appears to come from a trusted, third-party source, as
opposed to the brand or company itself. Hence, this form of marketing is driven by word-

2
of-mouth, meaning it results in earned media rather than paid media. Social media
marketing is a new marketing strategy which almost every business is adopting to reach
their consumers on the virtual networks. If you have an idea and you want it to reach
millions, at a very little cost, then social media is the only way-out. Entertainment
companies were the first to adopt the social media as a promotional tool. Weinberg
(2009) has defined social media marketing as the process that empowers individuals to
promote their websites, products, or services through online social channels and tap into a
much larger community that may not have been available via traditional channels. So, if
we keep it simple, social media marketing is the process where organizations use social
media websites to build rush on their company official websites. It does not stop here but
organizations also inform the potential customers of happenings in the organization,
launch of the new model or product and latest news about the organization through social
media applications. Gordhamer (2009) has related social media marketing to the
relationship marketing where firms need to shift from "trying to sell" to "making
connections" with the consumers. These explanations of social media marketing takes us
to the other side of marketing, where building relations with the potential consumers is
the key to repeated purchases and enhanced brand loyalty. Social Media is an innovative
tool that organizations use for creating a very strong public relation with the customers on
the virtual networks (Jan & Khan, 2014). Maintaining public relations through social
media has become casy because many potential consumers are available on the virtual
networks. And making connection with consumers using social media is only some clicks
away. Today's customers are more powerful and busy: therefore, companies should be
reachable and available in every social media communication channel such as Face book,
Twitter, Blogs, Forums at any time (Gordhamer,2009).

Exploiting the opportunities provided by the social media communication channels is

important for every organization.

2.3 WHY IS SOCIAL MEDIA MARKETING IMPORTANT TO BUSINESS

Why is social media marketing important to businesses? Because your brand doesn't
really exist online if you're not represented across all social channels - and regularly
interacting with your followers, journalists who cover your industry, thought leaders and
tastemakers, etc. Here's one very important reason you may not have considered- it's fun!
Hosting a Twitter chat to celebrate a new product launch, getting your geek on while you
A/B test Facebook ads, or sharing pop-culture polls for your followers to weigh in on
these are all activities that build brand awareness, boost web traffic and lead to loyal
customers. But unlike many traditional marketing tactics with the same goals, these tasks
are actually fun in addition to driving real value for your company. It's 2017 and social
media is growing at warp speed. With more and more people joining social media sites
and using them regularly/efficiently, the social media industry is bound to become bigger

3
in the coming years. It's booming like never. Yes, the social media wave isn't ending
anytime soon. And your business should take advantage of it if you want it to survive.

With such amazing growth, every business today needs to leverage proper social
media channels in the best possible way. Not because it's the "in thing", and not because
it sounds simple, but because their target audience is hanging around the popular social
networks. And they're engaging with their favorite brands and connecting with them on
different levels. By giving your business brand the social media touch, you not only
generate more business but also connect with your customers better and serve them on a
higher level. It makes your online marketing easier. According to an info graphic
published by Ambassador, 71% of consumers are more likely to recommend a brand to
others if they have a positive experience with it on social media. Here are some more
social media statistics that prove beyond doubt that your business needs to leverage sites
like Facebook, Twitter, and LinkedIn to keep up with the competition.
 The number of social media-using adults has gone from 7 in 2005 to 69% just ten
years later.
 Social media use on mobile devices is seeing a 30% growth every year.
 million business today use Facebook advertising for promoting their products and
services.

4
2.4 SOCIAL MEDIA MARKETING IN INDIA

An Overview India has 95 million active internet users. Social Media is really picking
up new heights in India. According to the 2010 Regus Global Survey of business social
networking, India tops the usage of social networking by business it has the highest
activity index, 127, far more than the US'97, and 52% of the Indian respondent
companies said that they had acquired new customers using social networks while 35%
American companies managed that. Many companies are coming big way for Social
Media Optimization for their Product or Services nowadays. During Election 2014 Social
Media was used for Influence Indian Voters. Social Media Marketing in India is being
undertaken by all e-Retailing & e-commerce organizations and many brands like Tata
Docomo, MTV India, Channel V, Clear Trip, Tata Photon, Axe deodorants, Microsoft,
Naukri, Shaadi, and many more. Besides, numerous Indian celebrities are also using
SMM platform to promote their movies, music and events via Twitter, Facebook and
personalized blogs. Social Media Marketing is also boosting public relations business.
Several PR agencies in India are undertaking brand building exercises for corporate
organizations, brands and celebrities. However, to the delight of many among us, the
biggest gainers from SMM till date have been the organizations from the Not-for Profit
sector. Several Campaigns like 'Bell Bajao' and Jaago Re' have been quite successful on
12 Social Networking Sites. These campaigns have been spreading the word about their
cause through blogs, Twitter and Facebook.

5
 LITERATURE SURVEY

3.1 LITERATURE REVIEW

Social network sites (SNSs) such as My Space, Facebook, and Youtube have attracted
millions of users, many of whom have integrated these sites into their daily practices.
There are hundreds of SNSs, with various technological affordances, supporting a wide
range of interests and practices. However, the impact of SNSs is increasingly pervasive,
with activities ranging from economic and marketing to social and educational. Among
the wide impacts of social network sites, they are, anecdotally, becoming increasingly
important in today's business es. Thus, the purpose of this study is to present a literature
review of and classification scheme for research works in business impacts of SNSs, with
the aim of clarifying the ways SNSs impact businesses. The review covers 28 joumal
articles published from 2000 to 2011 and a few months of 2012. The 28 articles classified
SNS applications in businesses into six distinct categories: the "marketing and
advertising," "knowledge management," "social capital," "relationship management," "e-
commerce," and "economic model." The findings reveal that "marketing and advertising"
were the most frequently category has been considered in the literature. This review
provides a source for discovering business impacts of social network sites and will help
to simulate further interest in the area.

6
Mohammad Furqan Khan1, Dr. Anisa

Research Scholar, School of Business Studies

Islamic University of Science and Technology, Awantipora, J&K.

Assistant Professor, School Of Business Studies,

Islamic University of Science and Technology, Awantipora, J&K.

Social media and social media marketing are sometimes used interchangeably, but two
indeed are different. The purpose of this research paper is to revisit the literature on both
concepts and correlates them in technical terminologies. We have studied the literature
available on Social media first and identified the basic functionalities of it. Then the
literature available on social media marketing helped us in identifying its dimensions. In
conclusion section of the research paper we have corelated the two concepts and
redefined social media marketing in technical terms.

7
Helena Alves (University of Beira Interior and NECE)

Cristina Fernandes

Polytechnic Institute of Castelo Branco and NECE

Mario Raposo

University of Beira Interior and NECE

This study carries out content analysis and systemizes articles on social media marketing
in the Web of Science database. Forty-four studies were analyzed in accordance with a
variation on the systematic review approach, involving synthesis- and interpretation-
based assessment. The results demonstrate how most of the studies analyzed focus on the
consumer perspective in terms of usage, share, and influence of social media on
consumer decisions, and perceptions. The studies focusing on the firm's perspective
centered not only on the usage of social media, but also on their implementation,
optimization, and measurement of results. The majority of studies are quantitative and
published in recent years. This study not only reached certain conclusions for both theory
and practice, but also defined future lines of research according to the gaps detected by
the study's results. O2016 Wiley Periodicals, Inc.

8
*Assistant Professor & Head, Department of Commerce & Management

Dr. C. V. Raman University, Kargi Road, Kota, Bilaspur, C.G., India.

**Associate Professor & Head, Department of Management, Chouksey Engineering

College, Lal Khadan, Bilaspur, C.G., India.

***Assistant Professor, Department of Commerce & Management, Dr. C. V. Raman

University, Kargi Road, Kota, Bilaspur, C.G., India.

Today, we are in 21st century and people do not find time to come & interact with each
other. Social media helps in connecting themselves with social networking sites through
which now people can stay far and yet remain connected. Apart from this media like
Facebook create a loyal connection between product and individual which leads to large
advertising opportunities. Similarly, other social media like Blogs create a platform to
post comment on any event which needs to be publicized also can be utilized as a
promotional technique for customer's adoption as well as for promotions. Now users are
acquiring followers & subscribers and directing them to your social networking page.
1These media has a competitive edge over other popular public media like Television
because there is a time gap between social event occurrence and the time it is being
broadcasted. This research paper emphasizes on the strategies which can take this viral
marketing mode beyond the normal social media at present. As a result it can also help in
building your community strong enough to make your marketing effective & initiative
buying.

9
Ms. Sisira Neti

Asst. Professor

Department of Business Management

PG Centre, Lal Bahadur College

Warangal.

Social Media, today, is among the "best opportunities available" to a brand for
connecting with prospective consumers. Social media is the medium to socialize. These
new media win the trust of consumers by connecting with them at a deeper level. Social
media marketing is the new mantra for several brands since early last year. Marketers are
taking note of many different social media opportunities and beginning to implement new
social initiatives at a higher rate than ever before. Social media marketing and the
businesses that utilize it have become more sophisticated. One cannot afford to have no
presence on the social channels if the competitor is making waves with its products and
services. The explosion of social media phenomenon is as mind boggling as that and the
pace at which it is growing is maddening. Global companies have recognized social
media marketing as a potential marketing platform, utilized them with innovations to
power their advertising campaign with social media marketing. This paper discusses
about the concepts of social media and social media marketing and other aspects like the
growth and benefits, role and relevance of social media in marketing, social media
marketing strategies. It also presents an overview on social media marketing in India.

10
3.2 SUMMARY OF THE LITERATURE REVIEW

This literature review has been studied until tells the social media marketing is a
platfom to reach our customer with the minimum constraints and made a direct link
between marketers to customers. Social media marketing is a new concept from business
point of view, it is a chance for marketer to grab the opportunity of social media
marketing for promoting their product and target the ir customers. Today people don't
have time to go for shopping or time to analysis which product is good or bad. In the
other hand technology is increasing rapidly and people is connecting day by day in social
media marketing. internet is available everywhere now, Marketer find this opportunity to
createa new marketing concept and it's create a opportunity for business to invest their
money in social media marketing so people easily able to know which brand is promoting
which product. Role of social media marketing increasing in the world and it's providing
benefits to al Over the world. But there is always two side of everything here some they
can bring improvement some area like the privacy of the customer should be encrypted in
high level security so no one can get their information easily , another one the services
they are providing could be better in future time.

11
 PROJECT RESEARCH

4.1 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the problem. It may be

understood as a science of studying how research is done scientifically.

In it, we study the various steps that are all generally adopted by the researcher in
studying his research problem along with the logic behind them.

4.1.1 Research Objective

The prime objective of this research is to find factors that mainly influences the
consumer purchase decision and how digital and social media marketing attracts the
consumer for their purchase.

4.1.2 Research Design

Descriptive research Design method was used to study on for the analysis. This will be
helpful for Companies to enhance new marketing strategy to expand into the market.

4.1.3 Research Instrument

A Structured questionnaire was used as a tool to know about the role of Digital and
Social media marketing on consumer buying behavior. The questionnaire that has been
provided included necessary questions that can be freely responded.

4.1.4 Sampling Frame

Study Population: Ahmedabad

Sampling Size: 214
Sampling technique: Non-Probabilistic Sampling

4.1.5 Data Collection

Primary Data (Survey) and Secondary Data (Newspapers/ articles)

12
4.2 ANALYSIS AND INTERPRETATION

1. Gender

Male 146
Female 68

32%
Male
Female

68%

Interpretation:

According to our survey, we found out that males are mostly using digital
platforms that affects their purchase decision compared to females ie 68%.

13
2. Age

<20 12
21-25 128
26-30 47
31-35 15
36 & above 12

140 128

120

100

80

60 47

40

12 15 12
20

0
<20 21-25 26-30 31-35 36 & above

Interpretation:

According to the research, nowadays youths are the ones who gets affected
and influenced because of social and digital platforms as it is seen that
highest ratio of the users are of between the age of 21-25 and then
afterwards 26-30 with the second ranking.

14
3. Occupation

Student 112
Job 59
Businessman 43

20%

Student
52%
Job
28% Businessman

Interpretation:

Nowadays students who are very much influenced by the digital platforms
as it is observed that 52% of the respondents are the students who are using the
digital platforms. Then after the working people are using digital platform for
buying the product.

15
4. How Frequently Do you access Social Media channels?

Daily 171
weekly 31
Monthly 12
Yearly 0

Monthly
Yearly
weekly 6%
14% 0%

Daily
80%

Interpretation:

Based on the research, it is analysed that consumers access the social media
platforms on the daily basis. 80% of the overall respondents are going through
digital platforms daily.

16
5. Which Social Media Channels do you access the most?

Facebook 159
LinkedIn 82
Instagram 188
Twitter 78
YouTube 69
Others 27

200 188
180
159
160
140
120

100
82 78
80 69
60
40 27
20
0
Facebook LinkedIN Instagram Twitter YouTube Others

Interpretation:

Instagram and Facebook are the trending social media channels that have been
accessed by the youths nowadays. It is seen that they are having the highest market with
188 and 159 respectively. These are the platforms which is highly preferred by the
consumers which influence their behaviour.

17
6. Are you aware about social media marketing or online advertising?

Yes 193
No 21

10%

90%

Yes No

Interpretation:

In this digital era, it is analysed that most of the consumers are aware about social
media marketing or online advertising. The effectiveness of the marketing strategies can
be observed that 90% of the respondents are having awareness regarding Digital
platforms.

18
7. Do you agree that social media marketing has the potential of affecting your
behaviour?

Strongly Disagree 5
Disagree 6
Neutral 73
Agree 79
Strongly Agree 51

Strongly Disagree Disagree

2% 3%

Strongly Agree
24% Neutral
34%

Agree
37%

Strongly Disagree Disagree Neutral Agree Strongly Agree

Interpretation:

On an average about 65% of people agreed that digital platform has the potential
of affecting their behaviour towards any product or service. The rest 10% of the
consumers who are not that much aware about the online platform are not getting
influenced.

19
8. For enhancing the effectiveness of social media marketing which source must
be accessed?

Social Advertising Sites 149

Social News 149
Media Sharing Sites 125
Blogs 89

Blogs 89

Media Sharing Sites 125

Social News 149

Social Advertising Sites 149

0 20 40 60 80 100 120 140 160

Interpretation:

According to the survey, it is observed that the social advertisement on various

platforms like Instagram, Facebook etc. and the media sharing sites like Gaana.com,
YouTube etc are playing a louder role in affecting the behaviour of consumers.

20
9. Are you a regular reader of blogs on Internet?

Yes 105
NO 109

110

109
109
108

107

106

105
105
104

103
Yes NO

Interpretation:

Bloggers are the strong source that influence the consumers to buy or consume
the product. But somewhere some people are not that much following to the blogs on the
internet. Hence it has a 50% of ratio that affects the human behaviour.

21
10. For what purpose do you access digital platforms?

Writing Blogs 36
Viewing Online Ads 152
Interaction with Friends and Family 177
Seeking opinion of product and
service 146
Others 2

177
152

146
36

W R I T I NG B LO GS V I EW I NG I N TE R A C TI O N S E EK I NG 2
O T H ER S
O NL I NE A D S W I TH F R I E N DS OP I N I ON OF
A ND F A M I LY PR O DU C T A N D
S ER V I CE

Interpretation:

According to the research, 177 respondents’ access digital platforms for

interacting with the friends and family and then after for viewing online advertisements
played on different platforms. Some of the respondents i.e. 146 even access social
platforms for having a view of product or service that varies to the traditional platforms.

22
11. Do you agree that you have been accessing social media sites for seeking
opinions concerning products and services?

Strongly Disagree 4
Disagree 8
Neutral 60
Agree 98
Strongly Agree 44

STRONGLY AGREE 44

AGREE 98

NEUTRAL 60

DISAGREE 8

STRONGLY DISAGREE 4

0 20 40 60 80 100 120

Interpretation:

Based upon the survey it is very much clear that majority of the respondents (202/214)
agree to the fact that they have been accessing social media sites for seeking opinion
regarding various products or services. This clearly shows the influence of social media
and digital media on the users.

23
12. Do you believe that advertising through digital and social media channels are
effective in comparison to traditional marketing?

Yes 192
NO 22

NO, 22

Yes, 192

Interpretation:

192 Respondents believe that advertising through digital and social media
channels is highly effective compared to traditional methods of marketing.

24
13. Are you able to gain larger information on social media marketing
comparison to other channels?

Yes 133
No 27
Sometimes 54

133

54

27

Yes No Sometimes

Interpretation:

According to the survey a total of 133 respondents accept that they are able to
gain more information on social media marketing when compared to other channels,
while 53 respondents feel that sometimes. 27 Respondents disagree with the fact that they
are able to gain more information on social media marketing compared to other channels.

25
14. What are the reasons for shopping online through digital media?

Convinience 133
Availability of Extensive Information 131
Product Reviews 163
Sales/Offers 164
Others 1

OTHERS 1

SALES/OFFERS 164

PRODUCT REVIEWS 163

AVAILABILITY OF EXTENSIVE INFORMATION 131

CONVINIENCE 133

0 20 40 60 80 100 120 140 160 180

Interpretation:

In Context of the survey carried out, it lists out the various factors that motivates
people for shopping thorough digital platforms. Most of the repondants feel that online
mode of shopping feels convenient to them. It also helps them to gain extensive
information regarding a product or a service and then take their choice of decision.
Respondents also feel that due to the availability of product reviews, it becomes easy for
them to study the performance and reviews about the product. Majority of the repondants
feel that it is the offers and the discounts on online platforms that makes it more
favourable when compared to other modes of shopping.

26
15. Rate the following Parameters.
(As 1 says Highly Recommended and 5 says Least Recommended)

A. Convenience

90
82
80
70
60
50 46
40
40
30
30
20 16

10
0
1 2 3 4 5
Highly Recommended Rating Least Recommended

Interpretation:

Respondents have a feeling of convenience while shopping through online

platforms. The delivery of the product at their doorstep is found to be very convenient in
everyday life as it saves a lot of time and efforts.

27
B. Availability of Extensive Information:

90
82
80
70
60
50 46
40
40
30
30
20 16

10
0
1 2 3 4 5
Highly Recommended Rating Least Recommended

Interpretation:

Each and every customer wants a detailed information about the product they
wish to purchase. Therefore, through online portals it becomes very easy to fetch
information
regarding a particular product or a service. Majority of the repondants believe that
through digital platforms it is easy to fetch extensive information about a product or a
service.

28
C. Product Reviews:

90
82
80
70
60
50 46
40
40
30
30
20 16

10
0
1 2 3 4 5
Highly Recommended Rating Least Recommended

Interpretation:

Product Reviews play a vital role while making purchase decisions. Therefore
most of the respondents also feel that availability of product reviews helps them study
about the product better and then take action.

29
D. Sales/Offers:

90
82
80
70
60
50 46
40
40
30
30
20 16

10
0
1 2 3 4 5
Highly Recommended Rating Least Recommended

Interpretation:

Sales and offers on online/ Digital platforms play a key role for shopping on
online modes. Digital modes of shopping always provide good discounts and sales for the
customers when compared to other modes of shopping.

People always want products with their prices slashed or at a good rate. Therefore
digital modes of shopping provide consumers with huge discounts to attract more
customers.

30
 16. How often have you clicked on digital media Ads to buy the product?

Extremely Often 24
Quite Often 73
Often 69
Slightly Often 40
Not at all 8

4% 11%
19%

34%

32%

Extremely Often Quite Often Often Slightly Often Not at all

Interpretation:

According to the research it is evident that majority of the respondents (206/214)

have been through digital ads to purchase a product online . This shows the familiarity of
digital modes of shopping within people to purchase a product.

31
17. Do you think that digital media is an effective way to reach you as a
customer?

Yes 203
NO 11

250

200 203

150

100

11
50

0
YES NO

Interpretation:

From this survey it is very clear 203 respondents out of 214 feels that digital
media is an effective way for shopping because of the various unique positive factors that
it provides to the customers upon their convenience.

32
 DISCUSSION

5.1 FINDINGS

 According to the survey, Majority of the respondents are between the age o f
21-25 and 26-30 years. This shows that how much the youths are completely
used to the different digital and social media channels.
 In our survey we have tried to find out the use of social media channels by our
respondents and determined that more than 80% of people access the social
media channels Daily.
 Comparing all the available social media channels, Instagram and Facebook
are the most desirable modes of social media which are very popular amongst
the people today compared to LinkedIn and Twitter.
 Based upon the survey it was found that 193 respondents are familiar and
aware about the various social media marketing content and online
advertisements.
 According to our research 65% of the respondents believe that social media
marketing has a huge potential of affecting their behaviour.
 It was found that Social Advertising sites, Social news, Media Sharing sites
and blogs have huge influence the people accessing social media channels.
 In Context of the survey carried out, 62% of the respondents feel that online
mode of shopping feels convenient to them.40% of them feel to gain extensive
information regarding a product or a service
 Respondents also feel that due to the availability of product reviews, it
becomes easy for them to study the performance and reviews about the
product. 25% of the respondents feel that the offers and discounts on online
platforms are more favourable
 It has a 50% of ratio that affects the human behaviour due to bloggers on the
internet.
 Based upon the survey we found that 82% of the respondents use digital
platforms for interaction with family and friends and 28% for viewing online
advertisements and also seeking an opinion about a product or a service.
 It was analysed that majority of the respondents (202/214) agree to the fact
that they have been accessing social media sites for seeking opinion regarding
various products or services.
 90% of the respondents believe that advertising through digital and social
media channels is highly effective in comparison to traditional marketing.
 According to the survey a total of 133 respondents accept that they are able to
gain more information on social media marketing when compared to other
channels, while 54 respondents feel that sometimes. 27 Respondents disagree

33
 with the fact that they are able to gain more information on social media
marketing compared to other channels.
 40% of the respondents also feel that availability of product reviews helps
them study about the product better.
 Digital modes of shopping always provide good discounts and sales for the
customers when compared to other modes of shopping.
 According to the research it is evident that majority of the respondents
(206/214) have been through digital ads to purchase a product online.
 From this survey it is very clear that 94% of the respondents feel that digital
media is an effective way for shopping.

5.2 SUGGESTIONS
The study shows that the social interaction of individuals influences consumer attitude
towards a product or service. The research also provides some implications for managers.
This research has shown the key role of trust in e-commerce and social commerce.
Building and maintaining trust through social media for online vendors is the main
managerial implication of this study.

Research identified that satisfaction level of consumers is seen to be high with respect
to social media advertising undertaken by consumer, but still it could be seen that there
are particular group of individuals who disagrees to this aspect. It has also been found
that consumer has been undergoing online advertisement using social media marketing
and this states that business must carry out appropriate advertisement using such media
channels. It has also been identified that in the present era if business needs to influence
the behaviour of consumer towards their product and services then they have to carry out
their advertisement using social media channels.

Businesses should improve the social media usage and understand that the mass
audience is no longer sitting in front of a Television, but instead, in front of personal
computers, smart phones and any other device with Internet access, spending a good part
of their time using social media, and being exposed to its content

34
 CONCLUSION

6.1 CONCLUSION

A key issue for marketers currently is to understand how digital and social media are
used in the purchase decision process ,their influence on buyer behaviour, and their role
as a marketing tool. The results overall show that the classical model of decision-making
is valid in describing the decision process of consumers in this social media age.

Social media users found decision-making to be easier and enjoyed the process
more, when compared to those who used other information sources. They also had
greater
confidence and satisfaction during the process. Those who perceived the
information on social media to be of higher quality and greater quantity than expectations
were more satisfied overall. This suggests that information overload did not reduce
consumer
satisfaction with social media.

Social media has enabled marketers to access and monitor consumer opinions on a
continual instant basis by listening-in and participating in online conversations, and
observing what people are discussing in blogs, forums and online communities. With
such vast information freely available on social media, it is up to businesses to harness it
positively to improve their product offerings, their customer relationship management,
and their profitability.

Recent advances on the internet and the development of social media have facilitated the
interconnectivity of consumers. Consumers have social interactions through social media
such as online forums, communities, ratings, reviews and recommendations. These
developments have introduced a new stream in e-commerce, called social commerce,
which empowers consumers to generate content and influence others. These interactions
provide different values for both business and consumers, indicating that social media
increase the level of trust in consumers and indirectly encourage intention to buy through
social networking sites.

The results of data analysis reveal that social media empower participants to generate
content
through online communities, reviews and recommendations. This research shows that
advancements in the internet along with social media have empowered customers.
Consumers are now content generators through social media. They share information and
experiences with other consumers and have easy access to one another’s information.
This is a value that can be useful for e-commerce adoption and social commerce

35
intention. Because consumer social interactions produce online social support, e-
commerce adoption is being promoted to establish trust and, consequently, users’
intention to buy.

6.2 LIMITATIONS OF THE RESEARCH

1. The present study is based on the reliability of the primary data. The sample units were
selected from the population having multidimensional features of a large group.

2. Due to lack of enough time and matter of monetary, we have taken only limited area
for the study that is Ahmedabad of Gujarat State of India.

3. The study is based on the opinion of respondent (questionnaire) and these can be bias.

4. The questionnaire might have excluded some important factor therefore the analysis
and interpretation might be exhaustive.

5. The samples are selected at random basis.

36
 REFERENCES

 https://datareportal.com/reports/digital-2022-global-overview-
reporthttps://datareportal.com/reports/digital-2022-global-overview-report
 https://www.semanticscholar.org/paper/Impact-of-Digital-Marketing-on-
Sales-Growth-of-and-Olonde/1831042702162ab85754995b2a65da8242ce1b28
 http://www.aasmaanfoundation.org/about.html
 A Literature Review on the Business... (PDF Download Available). Available
from:
 https://www.rescarchgate.net/publication/236 152792A Literature Review
_on_the
 Business Impacts of Social Network_Sites [accessed Apr 15 2018
 Social Media Marketing:A Literature.. (PDF Dowmload Available).
Available from:
 bttps://www.researchgate.net/publication/310473000 Social Media Marketing
A Li
 terature Review and_Implications IMPLICATIONS OF SOCIAL MEDIA
MAR
 KETING accessed Apr 16 2018].
 www.business-standard.com
 www.wikipedia.org
 84 Harvard Business Review December 2010
 www.google.com
 80 Harvard Business Review December 2010

37
 ANNEXUNNE

SAMPLE QUESTIONNAIRE

1. Name:

2. Gender:

○ Male ○ Female
3. Age:

○ Below 20 years
○ 21 - 25
○ 26 - 30
○ 31- 35
○ 36 and above
4. Occupation:

○ Student
○ Job
○ Businessman
5. How frequently do you access social media channels?

○ Daily
○ Weekly
○ Monthly
○ Yearly
6. Which social media channels do you access the most?

□ Facebook
□ Linkdin
□ Instagram
□ Twitter
□ Other

38
7. Are you aware about social media marketing or online advertising?

○ Yes
○ No
8. Do you agree that social media marketing has the potential of affecting your
behavior?

○ Strongly Disagree
○ Disagree
○ Neutral
○ Agree
○ Strongly Agree
9. For enhancing the effectiveness of social media marketing which source must be
accessed?

□ Socail advertising sites

□ Social news
□ Media sharing sites
□ Blogs
10. Are you a regular reader of blogs on the internet?

○ Yes
○ No
11. For what purpose do you access digital platforms?

□ Writing blogs
□ Viewing online Advertisements
□ Interactions with friends and families
□ Seeking opinion of product and service
□ Other

39
12. Do you agree that you have been accessing social media sites for seeking
opinions concerning products and services?

○ Strongly disagree
○ Disagree
○ Neutral
○ Agree
○ Strongly agree
13. Do you believe that advertising thorough digital and social media channels are
effective in comparison to traditional advertising?

○ Yes
○ No
14. Are you able to gain larger information on social media marketing in
comparison to other channels?

○ Yes
○ No
○ Maybe
15. What are the reasons for shopping online through Digital media?

□ Convenience
□ Availability of Extensive information
□ Product reviews
□ Sales/Offers
□ Other
16. Rate the following Parameters. As 1 says Highly Recommended and 5 says
Least Recommended:

40
 A. Convenience

1 2 3 4 5
Highly Recommended ○ ○ ○ ○ ○ Least Recommended

B. Availability of Extensive information

1 2 3 4 5
Highly Recommended ○ ○ ○ ○ ○ Least Recommended

C. Product Reviews

1 2 3 4 5
Highly Recommended ○ ○ ○ ○ ○ Least Recommended

D. Sales/offer

1 2 3 4 5
Highly Recommended ○ ○ ○ ○ ○ Least Recommended

17. How often have you clicked on digital media Ads to buy the product?

○ Extremely often
○ Quite often
○ Often
○ Slightly often
○ Not at all
18. Do you think that digital media is an effective way to reach you as a
customer? *

○ Yes
○ No

41