PROJECT REPORT

On

“Comparative Analysis of Sales and distribution and

Promotion of Pepsi”

FOR
THE PARTIAL FULFILLMENT OF THE AWARD OF THE DEGREE OF
“MASTER OF BUSINESS ADMINSTRATION”
FROM GGS IP UNIVERSITY
NEW DELHI

By

Ankit Kumar

Roll No: 03018403916

Batch 2016-18
Under the Supervision of
Dr. MOHD YASEEN KHAN

ARMY INSTITUTE OF MANAGEMENT & TECHNOLOGY, PLOT

NO M-l, POCKET P-5, GREATER NOIDA-201306 (UP)
April 2018
 ACKNOWLEDGEMENT

As we move towards building our career, there are numerous challenges that we encounter on our path.
Therefore I would to take this opportunity, to thanks those who have given me their invaluable support to
make this project a reality.

I would like to thank of Army Institute of Management and Technology, Greater Noida for providing
me a providing me a platform to pursue my course. I deeply express my gratitude to Dr. Mohd Yaseen
Khan, my faculty guide and mentor. I am indebted to him for his invaluable advice and insights in giving
my project a direction and insights in giving my project a direction and also for his encouraging guidance
as a mentor.

Although success is a result of one’s hard work and determination, it cannot be achieved without the
advice, support and encouragement of my friend and family. I thank them all for their co-operation.

Ankit Kumar

Date: April, 2018

ii
 Certificate of Originality

I, Ankit Kumar Roll NO.01118403916 of MBA16-18, a full time bonafide student of Second year of
Master of Business Administration (MBA) Programme of Army Institute of Management & Technology,
Greater Noida. I hereby certify that this project work was carried out by me under the supervision of Dr.
Mohd Yaseen Khanand the report submitted in partial fulfillment of the requirements of the programme is
an original work of mine. The work is not based or reproduced from any existing work of any other person
or on any earlier work undertaken at any other time or for any other purpose, and has not been submitted
anywhere else at any time.

Ankit Kumar Dr. Mohd Yaseen Khan

Date: April, 2018 Date: AApril, 2018

iii
 Supervisor Certificate

This is to certify that Ankit Kumara student of Master of Business Administration, Batch MBA 16-18,
Army Institute Management & Technology, Greater Noida, has successfully completed his/her project under
my supervision.

During this period, he/she worked on the project titled “Comparitivestudy of dth services with
reference to DISHTV and TATA SKY” in partial fulfillment for the award of the degree of Master
of Business Administration of GGSIP University, Delhi.

To the best of my knowledge the project work done by the candidate has not been submitted to any
university for award of any degree. Her performance and conduct has been good.

Dr. MohdYaseen Khan

Date:April, 2018

iv
 Completion Certificate

I Dr. MohdYaseenKhancertify that Ankit Kumarof MBA 16-18 Batch completed the dissertation under
my supervision and the report is complete in all aspects. I also confirm the receipt of spirally bound copy of
the dissertation to be submitted to the Programme coordinator.

Dr. MohdYaseen Khan

Date:April, 2018

v
An internet broadcast model is what many major advertisers have been waiting for. They want to make
Internet advertising more like television advertising. Actually, they want to make it better than TV
advertising: all visuals impact of traditional broadcast with the additional value of interactivity. With the
rapid growth in technology, the internet is becoming an important one stop point for consumers in finding
most of their needs. The goal of advertisers is to make their ads more involving. Interactive advertising
allows customers to become more involved because they initiate most of the action. Experiences during
this interaction will drive brand attitudes.

Internet advertising has significant relationship with purchase decision of theconsumers and therefore is a
key determinant in influencing consumer behavior. Thestudy determined that there is a positive
relationship between internet advertising andconsumer purchase decision and further recommends that
companies should conducta market research on the different markets in various countries to ensure that
theinternet advertising initiatives being implemented suits the targeted markets toimprove product
purchases.

The purpose of this study is to analyze different types of online advertising and explore how online
advertisements affect consumers purchasing behavior. The important trend is that web advertising is
moving away from the banner and marketers are experimenting with new forms such as games and
interactive product demonstrations in such new forms as pop-up windows, daughter windows and side
frames. Feedback is one the strengths of Internet sites, and an effective site captures information from
visitors in a systematic way that can be used in strategic planning. It is a type of real-time research.

vi
 List of Contents

Topics Page No.

Acknowledgement ii
Certificate of Originality iii
Supervisor Certificate iv
Completion Certificate v
Executive summary vi

Table of Contents vii-viii

List of Figures xi

CHAPTER 1: INTRODUCTION 1 - 13
1.1 Advertising Concept 2
1.2 Concept of Online Advertising 3
1.3 Online Advertising 4
1.3.1 History of Online Advertising 5
1.3.2 Types of Online Advertising 7
1.3.2.1 Banner ads 7
1.3.2.2 Floating ads 8
1.3.2.3 E-mailing ads 8
1.3.2.4 Keyword Search ads 8
1.3.2.5 Splash Screen ads 8
1.3.2.6 Pop up/ Pop under ads 9
1.3.3 Advantages of Online Advertisement 9
1.3.3.1 Cost 10
1.3.3.2 Interactivity 10
1.3.3.3 Measurability 10
1.3.3.4 Feedback 10
1.3.3.5 Format 11
1.3.4 Budget and Revenue from Online Advertising 11

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1.4 Concept of Consumer Behaviour 13
CHAPTER 2: OBJECTIVE OF STUDY 14
CHAPTER 3: LITERATURE REVIEW 15 - 18
CHAPTER 4: RESEARCH METHODOLOGY 19 - 24
4.1 Content Analysis 19
4.2 Theoretical Framework for the Research 20
4.3 Selection of Websites 20
4.3.1 Sampling Design 21
4.3.2 Selection of Parameters 21
4.4 Survey 22
4.4.1 Sampling 23
4.4.2 Data Collection 23
4.4.3 Data Analysis 23
CHAPTER 5: DATA ANALYSIS AND INTERPRETATION 25 - 36

CHAPTER 6: FINDIINGS, LIMITATIONS, CONCLUSION AND

RECOMMENDATIONS 37 - 39
6.1 FINDIINGS 37
6.1.1 Content Analysis 37
6.1.2 Survey 37
6.2 LIMITATIONS 38
6.3 CONCLUSION 39
6.4 RECOMMENDATIONS 39

RFERENCES 40 - 41
APPENDICES 42 - 46

viii
 List of Figures

Sr. No. Topics Page No.

1 Figure 1.1: Spread of internet 5

2 Figure 1.2: Type of Banner Ads 7

3 Figure 1.3: Growth in Advertising Revenue in India 11

4 Figure 1.4: Percentage Year on Year Growth in Advertising Revenue in India 12

5 Figure 1.5: Growth in Digital Advertising Revenue in India 12

6 Figure 5.1 Opt for Online Advertising 26

7 Figure 5.2 Respondent’s response of various options for online shopping 27

8 Figure 5.3 Types of advertisements mostly liked by the respondents 27

Figure 5.4 Response of respondents towards various types of Online

9 28
Advertisements

Figure 5.5 Respondents’ response whether the websites contain more

10 29
advertisements than content

Figure 5.6 Response towards use of persuasive words in the advertisements on

11 30
the homepage

Figure 5.7 Respondent’s response towards Time spent over Internet on daily
12 31
basis

13 Figure 5.8 Respondent’s response of perception towards online ads 32

14 Figure 5.9 Response of respondents towards use of Internet 33

Figure 5.10 Respondent’s response towards mode of advertising influencing
15 34
intention to buy product

Figure 5.11 Respondents’ response whether change the Channel during

16 35
Commercial Breaks

17 Figure 5.12 Respondent’s response towards things purchase based on online ads 36

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 CHAPTER 1

INTRODUCTION

The internet has become an ongoing emerging source that tends to expand more and more. The growth of
this particular media attracts the attention of advertisers as a more productive source to bring in
consumers. Online advertisements may also offer various forms of animation. In its most common use,
the term "online advertising" comprises all sorts of banner, e-mail, in-game, and keyword advertising, on
platforms such as Facebook, Twitter, or Myspace has received increased relevance.Internet has grown
tremendously in both its applications and number of users due toits unique characteristics of flexibility,
interactivity, and personalization. It has been avery useful tool for communication, entertainment,
education, and electronic trade(Koet al., 2004; Koyuncu and Lien, 2003).

The Internet has given consumers more control in accessing information on productsand services. There
are several factors that contribute to consumers pull for onlinecontent—consumers are the one who
decide when, where, what, and how muchcommercial content they wish to view (Korgaonkar and Wolin,
2002). The Internetenables consumers to access an unlimited range of products and services
fromcompanies around the world, and it has reduced the time and effort they spend onshopping (Koet al.,
2004).

Consumers play a much more active role in searching for information online with some goal in mind, and
that goal can influence individual behaviors and responses to online information and advertisements
(Smith, 2002). With the rapid advancement in the computer industry, many companies have made the
Internet as part of their advertising media mix to take advantage of the online technologies (Calisir,
2003). The Internet has become a popular advertising platform because marketers found that the Internet
possess greater flexibility and control over the advertising materials (Ducoffe, 1996). Since the Internet
can be used as an efficient marketing communication tool, both scholars and practitioners are interested

1
in understanding how to take full advantage and maximizing the value of this communication medium
(Rodgers and Thorson, 2000).
The study of consumer behavior became a concern for marketers, as they may learn how consumers
choose their goods and services required to meet multiple needs, which are the factors that are
influencing their choice. For this purpose Companies now attracts towards online advertising because
online advertising has grown rapidly in the last decade. The numbers of peoples becomes very high day
by day in connecting and spending more time online. Additional devices (such as mobile phones and
televisions) are able to provide further internet connectivity.

The growth of internet advertising isboth globally and locally outpacing offline advertising. While
outdoor advertising is also experiencing growth, it is not growing as rapidly as Internet
advertising.However, the growing dependency on internet as the ultimate source information and
communication, make it a leading advertisement platform. The beginning of online advertising was in
1994 when Hot Wire sold first Banner on the company's own site, and later online advertising evolved to
become a key factor in which companies achieve fair returns for their products and services.

1.1 Advertising Concept

According to William J. Stanton, “Advertising consists of all the activities involve in presenting to a
group, a non-personal, oral or visual, openly sponsored message regarding a product or service or idea.
This message called an advertisement, is disseminated through one or more media and is paid for by an
identified sponsor” (Maheshwari, 1997).

Therefore marketers adopted all the media from newspapers to television, personal selling to public
relations for building their brand and targeting their consumers in every possible way. This concept was
further expanded with the context to diversified market and the peculiar need of the consumers.

2
Marketers these days try all the niche marketing techniques to reach to their consumers. From retailers
to wholesalers, street shopping to mall shopping, market scenario has changed drastically.
But what has revolutionized the market and the consumer behaviour is the emergence of internet
generation, also known as netizens. The word netizen is derived from two words i.e. net and citizen and
refers to the population of citizens who are actively involved in the internet activities.The expansion and
segmentation of market according to diversified consumers has led to more and more brands emerging in the
online market with larger reach and what had propelled its growth is ICT i.e. Information, Communication
and Technologies.Therefore with the help of ICTs, large number of consumers can be targeted with single
technology.

Hence the marketers are focusing on the concept of consumers promoting brands through interactive
marketing where consumers promote and market product, goods and ideas with the help of the internet.
(Nicholas, 1971) commented on this concept by saying: ‘It used to be that people needed products to
survive. Now products need people to survive.’

1.2 Concept of Online Advertising

Online advertising refers to the marketing strategy where marketers target the online users and promote
their products and services online by delivering message to larger consumer at single point of time. The
reach out to consumers by adopting various internet formats like websites, e-mail, ad supported
software’s, text messaging and internet enabled smart phones.

The web world is so large that the cyberspace population has become more mainstream and diverse.
Therefore, the internet population can be characterized as young, affluent, and better educated who can
they easily find their way onto the internet (Kotler, 2000).In internet marketing, consumer has emerged

3
as a marketer who has control over the message and promotion of the product and service. They have
better source of information and thus are well informed and upgraded.

Through internet they can:

 Receive updated information about multiple brands without depending on manufactures or retailers.
 Generate brand inquiries from manufacturers and retailers.
 Customize products.
 Ask shopping agents to search and can receive offers from multiple sellers.

Internet Advertising is the process of marketing services or products on the www (World Wide Web).
This can be done through utilization of search engines, banner ads on website, affiliate marketing, email
marketing etc (Khan & Pal, 2014).

Therefore internet advertising nowadays is directive to achieve specific objectives and four such goals
were explained (Awais& Bilal, 2012) that internet advertising aims to achieve:

 Detail but to the point information about the products and services
 Increase sales
 Business value customer satisfaction
 Customer retention

1.3 Online Advertising

The way ICT has revolutionized the world of information has opened many new avenues for the
marketing people. It has not only changed the way of receiving, distributing and selling of ideas, products
and services but has also made it quick and convenient.

4
 Internet advertising refers to the marketing of products, ideas or services over the internet. The other
synonyms of the online advertising are e-marketing or web-advertising or internet advertising. Internet
advertising gives the ability to display message to thousands of internet users who visit websites or if one
prefers to target a specific set ofinternet users, one can display the message on the particular website as
exemplified in Figure 1.3

Figure 1.1: Spread of internet

1.3.1 History of Online Advertising

The history of online advertising can be traced to 1978 when first spam email was sent. The first ever
clickable web ad (currently known as banner ad) was carried by Global Network Navigation, which
emerged as first website ever. This trend was further commercialized by Hotwired in 1994 that sold
banner ads in bulk to the corporate advertisers. They were the first one to introduce banner ad and the
first company to provide click reports to their customers.

5
Within a period of one year, with the growth of online market Yahoo converted itself from web portal to
site with commercial business. Thus in 1995, GNN (Global Network Navigator) acquired AOL for 11
million dollars. Lately in 1997, Pop up ads was invented. Initially, online ads were charged on the basis
of cost per impression which changed in 1998 with the launch of Goto search engine.

Google emerged in 1998 and launched Adwords service in 2000 that gave an advertiser an opportunity to
place their ads on the Google page. This service can only be activated through Google website by
creating self-service sign up by making credit card payment. Within three years’ time period in 2003,
Google had more than 1 lakh advertisers investing in search ads through Adword programs. Then later in
2005, Google introduced Site targeting that led to the release of Google Analytics.

Then in Aug 2006, Facebook became the first company to launch advertising that provided the platform
to advertisers around 2007 to target demographics of users for advertising where netizens became the
new promoter for the products. Later in September 2007, the focus shifted to Mobiles when Adsense for
Mobiles was introduced, thus giving sites an optimized opportunity to host same ads as standard
websites.

In March 2009, Google launches interest based advertising on partner sites and YouTube and after period
of seven months internet advertising overtook TV for the first time. Where internet advertising was
outcasting traditional media like Television, social media platforms. In April 2010, twitter launched
promotional trend and promotional tweets as a boast to online advertising.

With such an expansion of promotional activities on social media in 2012, internet users reached 1.2
billion and Facebook started putting advertisements into newsfeeds in the same year. In addition to its
expansion plans, Facebook announced advertisements through video ads in the year 2013(Kerdel, 2014).

6
1.3.2 Types of Online Advertising

Online advertising has enhanced the ad revenues tremendously and is most preferred platform for any kind of
marketers i.e. local or national. The marketers place the internet advertisements at specific positions and in
fixed formats which can be easily located and read by the netizen. Online advertising has penetrated the
internet where being online means that you are a potential consumer for the online sales.The online ads
appear in various types are:

1.3.2.1 Banner ads

Banner ad is the most popular ad format and is the first of its kind on the internet. IBM
introduced banner ads in 1994. Banner ads are the one appearing on the web pages and are a
special sort of special hypertext.The banner ads uploaded on the web page are in different formats
from vertical to horizontal and from rectangular to square shapes depending upon their impressions
or click through. The banner ads appear on web page in different sizes and positions like:

7
 Figure 1.2: Type of Banner Ads

1.3.2.2 Floating ads

These ads are known as floating ads because they move all across the screen and are either full
screen or appear in the square or rectangular window. They are type of rich media web
advertisements that overlap user requested page and disappear itself after a specific time period.
These kinds of ads move along with the mouse and cannot be deleted with a close option. They
also exist in various shape or size and include sound, animation, and interactive components.

1.3.2.3 E-mailing ads

Emailing ads are a form of personalized advertising. Tsi format includes sending of emails to the
Gmail user’s inbox. This trend of sending the sponsored emails was commenced by goggle as a
part of promotional activity. The mails gather under promotional tab and its subject headline
make it lucrative (profitable) for user to access it. One time click at the mail makes the
advertisers happy and if ignored helps the Google authorities to send more relevant ads next
time. Google is known for experimenting and building new trends and this format of advertising
is an example of promoting brands and offers to their users’ database.

1.3.2.4 Keyword Search ads

The first necessity for using the internet is its information providing facility through search
engines like Google, Yahoo, asks, etc. Key word advertising is one of the most commonly used
category of internet advertising in which netizens type a name of product category in the search
engine like Google, yahoo that indeed list down all the brands available through searches.
For example: If a consumer put a word car in the search engine, the list of car with brand names
would appear as the list.

1.3.2.5 Splash Screen ads

8
 These kinds of online ads are used to attain the attention of the viewers with a buzz (move
quickly) or appearing suddenly over the screen. As the name suggests, the splash screen ads are
in the form of logos, mnemonics, slogan or any other visual representation of the brand appear
on the webpage and doesn’t appear for a long time. As the netizen is on the homepage of his
preferred site, the splash screen makes an appearance thus seeking an immediate attention from
the viewer. The biggest advantage of the splash screen is that it is visually very appealing and
makes an impact immediately and creates effects when seen once and will not bother netizen for
a longer time.

1.3.2.6 Pop up/ Pop under ads

They are the most common advertisements found while surfing the internet. They either appear
suddenly on the screen or behind the opening page of the website.

Pop under ads are the one that appear behind the main browser window. Standard sizes for Pop
Under ads:
 720*300 Pixels (Rectangle)

Pop up ads are the advertisements that show up in a new browser window. Standard Sizes for
Pop up ads:

 300*250 pixels(Medium rectangle)

 250*250 pixels(Square pop up)

 336*280 pixels(large rectangle)

 180*150 Pixels(Rectangle)

1.3.3 Advantages of Online Advertisement

9
Advertising has always been the lifeline for the media world that earns its revenue through it and
circulates it further and things have changed drastically with amalgamation of internet and advertising.
Online advertising has been in increasing demand due to the following advantages:

1.3.3.1 Cost

Placing an ad on website is much easier, compatible and cost effective as compared to any other
medium of advertising. The e-tailing sites like Olx and Snapdeal makes it even free for the
consumer to post their own ad themselves. The ad posting on internet is much affordable as
compared to the insertion of advertisements in radio and television.

1.3.3.2 Interactivity

Internet advertising has not only made the variety of options available but has also made the
medium interactive so as to get the immediate response from the consumers. Social media and
online classified portals have become popular due to the interactive feature that helps consumers
to solve their queries related to product and services offered.

1.3.3.3 Measurability

Another advantage of internet advertising is that the data collected from the website is measurable
in terms of netizens visiting the website. The ads on website can also be measured in terms of ad
effectiveness, size of potential audience, etc. Various research agencies are working effectively
for measuring the affectability of the online ads like sale and purchase of products, queries
generated and many related issues.

1.3.3.4 Feedback

The instant feedback provided by the consumer is also an added advantage to the marketers to
gauge the success of the online campaign. Whether the product advertised has been successfully
placed or not, whether it will be able to achieve its profit or not, can only be decided by the
feedback of the consumer that measures the success of the campaign. Consumers provide
feedback regarding services of the product, its utility, queries, problems faced, etc. that helps in
building brand image.

10
 1.3.3.5 Format

Another advantage of posting an advertisement on internet is that it can be displayed in any

format from audio, video, images and links. For example, some websites provide the option of
live chat or enquiries for interacting with its customers. Some of the standard ads formats used are
banner ads, pop up, pop under, interstitials and video ads.

1.3.4 Budget and Revenue from Online Advertising

After internet has spread its wings across the country, new form of population has emerged known as
netizens. The marketers have not only availed this opportunity to enhance their business but have also
involved netizens into the business promotions as an interactive medium.

Advertising expenditure in India are expected to grow around 10% year on year to Rs 61,204 croresin
2017 over 2016. This is effectively a slowdown in growth from the 15.5% which it had predicted last
year, and later ended up being a growth of 11.9%.

11
 Figure 1.3: Growth in Advertising Revenue in India

Figure 1.4: Percentage Year on Year Growth in Advertising Revenue in India

In 2017, there is a noticeable expected increase in the share of digital advertising, which is expected to
account for 15.5% of total ad spends in 2017, at around Rs 9490 crores, as compared with Rs 7300 crores
last year.Therefore, it becomes very clear from the graphical presentation that India is a potential market for
the online marketers.

Figure 1.5: Growth in Digital Advertising Revenue in India

12
After understanding the expansion of the online revenue industry, it becomes very essential to know the
popular internet advertisement formats that are more adopted by the online marketers.

1.4 Concept of Consumer Behaviour

India is a land of diverse culture that makes every corner of India and its people diverse in their eating
habits, living style, dressing and behavioural patterns. Every individual has an unpredictable and
demanding behavioural pattern and what adds to the decision making of the consumer are the various
individual, social and cultural factors. Thus what we buy, how we buy, where and when we buy, from
whom we buy and how much quantity we buy are the questions that trigger every consumer before
making his buying decision.

Consumer behaviour can be defined as a process of studying the behaviour of the consumer. This concept
focuses on psychological, social and individual factors that affect the purchasing decision of the
consumer. “With the advent of the internet, customers are able to compare prices easily and this has raised
the importance of pricing among the 4Ps (i.e. Price, Place, Product and Promotion). That being said,
branding is still crucial. Customers will not necessarily go for the cheapest brand. However, they are more
than likely to buy their preferred brand from the retailer offering the lowest price” Philip Kotler (Kotler
Philip, 2000).

Therefore consumer has always been regarded as the king whose approval makes a lot of difference for
the existence of the brand and what revolutionized the relationship between the consumer and the
marketer is the emergence of internet. This enhanced growth of internet users led to the formation of new
type of consumers known as E-consumers or electronic consumers. E-consumers are the one that purchase
products online.

13
With the mushrooming (expand) of social media and online business, consumers have emerged as a king
who plays the role of the promoter as well as consumers. Their 24*7 engagement over internet has
increased their interactivity and involvement with the brand, hence creating brand loyalties. Where this
trend is empowering online consumers, it is diluting the power of marketers, hence making it more
challenging for them.

CHAPTER 2

OBJECTIVE OF STUDY

 To analyze Internet advertising & its impact on consumer purchasing behavior.

 To analyze consumer’s perception of online ads.

14
 CHAPTER 3

LITERATURE REVIEW

Research which is often defined as re-search is a mandatory chapter in the formation of thesis as it aim to
provide the background and justification for the research undertaken (Bruce 1994). A literature review
can be defined as a comprehensive study that includes interpretation of literature that is based on specific
topic (Aveyard, 2010).Therefore a literature review is very essential before a researcher plans to conduct
a study on particular topic so as to understand the amount of work already conducted in that area by the
accredited researchers and scholars. The literature includes the research papers, research articles and
reports by research agencies and depending upon the research topic and methodologies involved, review
of literature was studied with three criteria in the mind of the researcher.

Schlosser, Shavitt&Kanfer (1999)this research was conducted to study the attitude and characteristics
of netizens towards internet advertising. Over 400 participants were taken as national sample for the
survey that was least exposed to the internet. The results of the study revealed that one third of
respondents responded towards internet advertisements by liking, disliking or neutrally responding
towards them.

Choi and Rifon (2002) were of the view that “rapid growth in online advertising revenues indicates the
viability of worldwide web advertising as an alternative to that of traditional media considering internet
advertising growth, there is little doubt that the internet is a powerful and viable alternative to traditional
media advertising.”In terms of consumer responses in the form of liking online ads, researchers such as
Goldsmith and Lafferty (2002) found a significant relationship between positive responses to web sites
and the likelihood of recall the brands advertised on the web.

15
Dreze and Hussherr (2003)in order to research the effectiveness of internet advertising conducted a
study in which an eye tracking device was applied to investigate online surfers’ attention to online ads.
Then a large scale survey of internet users’ was conducted to test their recall, recognition and awareness
of banner advertising. It concluded that online users merely click online ads as they actually avoid
looking at banner ads while performing online activities.

McCoy, Everard, Galletta, &Polak (2004) conducted a research to study the effect of pop up and pop
in ads. A 2*2 factorial design was employed, to test various factor like ad placement (pop-up or in-line).
The study concluded that ads do not make a significant effect on the minds of online users.It found that
consumers often close pop up advertisements that interrupt them from their online task as the mere
existence of the pop up ad diverts and irritates the online users, resulting in reduce retention of the site
and ad content.

Neelika Arora,” Trends in Online Advertising”, Advertising Express, Dec2004. The global online
advertising revenues are expected to touch US $10bn by 2006. In India, the revenues at present are
estimated to be Rs. 80 cr. and are expected to increase six times more within the next five years. In India,
Internet as a medium is accepted by a wider industrial segment that includes automobiles, telecom,
education, banking, insurance, credit cards, FMCG, apparel/clothing, durables, media, business services
and tourism.In India, portals like indiatimes.com, exchange4media.com, rediffmail.com, etc are attracting
major online spender.

KozlenKavin (2006)conducted a research on the importance of banner advertising on internet and used
qualitative method of semi structured interviews of web users to determine if banner ads offer any value
to Web users. The experiences of banner ads depend upon connection speed, whether the consumer is in
seeking or surfing mode. They also concluded that banner ads with bright colors, interactivity, graphics,
video, logos, sizes, discounts are also noticed.

16
Rastogi (2010)in a study on online consumers of India and their Buying Behaviour conducted a survey
for the collection of primary data collection through structured questionnaire as the tool. It was
undertaken to study the preference perception and satisfaction level of the online buyers. Maximum
numbers of respondents feel that online shopping is having easy buying procedures; wide variety of
products, lower price of the products, prefers cash on delivery etc. Maximum numbers of respondents are
suggesting to non-online buyers to be online buyers.

Liu Yuping (2012)conducted a study that focused on drivers that enhance the tendency of online
consumers to engage in online advertising. In order to evaluate and test the consumer’s tendency to
interact online, the researcher adopted both qualitative and quantitative method on factors like expertise,
perceived value, perceived risk, time spent, ease of computer access and age. The findings of the research
suggested that inspite of blindly increasing the activity of online ads; the marketer should adopt
advertising strategies to understand the consumer need.

Bakshi (2013)in a research to study online advertising and its impact on consumer purchasing behaviour
adopted content analysis as a method to study the factors responsible for the affecting the consumer
purchasing decision and those contributing towards the effectiveness of online advertisements. The study
concluded that web world is providing business ad world lucrative services of ad formats, interactive
platform and vast reach, thus making web world as popular and standardized format for advertisements.
Therefore, every caution should be taken by the marketers to strategize as per consumer needs and gain
maximum profits.

Mathew & peter, Segun, (2013) “Online advertising began in 1994 when Hotwired, the digital
counterpart to the hip wired magazine, started a web with about a dozen sponsors who paid to have
advertising banners embedded throughout the sites”.

17
Sadia & Khan (2015)organizations spend a large amount of budget on the advertisement to attract the
maximum number of customers.Previous researchers has shown that TV is rated as the best medium
because it provides the instant display, imageand text through which customer feel satisfied that’s why
organization are using internet for the purpose of advertisement now because it has the same and more
enhanced features to attract customer and a large segment ofmarket both nationally and internationally
are user of it.

Therefore, it can be seen that though much research has been done on internet advertising, consumer
behaviour and ecommerce sites, very less emphasis has been given laid on the layouts of the web pages
and the advertisements on it and their layouts. Hence, the exploratory study endeavors‟ to analyze the
following research areas:

 What type of online advertisements consumer notices on popular websites.

 Are online advertisements placed at top of homepage and big and flashy really attracts
consumers.
 To know what type of advertisement layout is broadly adopted by the websites.
 To know what type of product category advertisements are displayed on homepages.

Based on the review of the research studies mentioned above, it is clear that Internet advertising is
gaining much attention and should be an essential part of a marketer’sadvertising media mix. The
literature has been studied in three categories i.e. the studies focusing on websites and homepages,
second category focussing on studies conducted on online advertisements and the third category
focussing on consumer response to online advertising that led to formulation of parameters for the study
of homepages.Hence, this study determined the effectiveness of online advertising as an ad medium, and
its relationship to consumers’ response e.g. online purchase decision.

18
 CHAPTER 4

RESEARCH METHODOLOGY

In a layman language, research methodology can be defined as research work carried through systematic
methodology. It is a procedure to provide logical explanations behind the methods applied for conducting
the study, so that the research results generated can be evaluated and analyzed for research purposes by
other researchers. Research methodology is a way systematic way to solve the research
problem.Therefore in order to conduct the research on ‘Impact of Online advertising on Consumer
behaviour, the following two research methods were adopted for data collection and its analysis:

 Content Analysis
 Survey

4.1 Content Analysis

Content analysis refers to the technique that helps to analyze the actual data that can be of any kind,
whether a word, picture, theme, and text and tries to present the content in objective and quantitative
manner.

(Weber, 1990) says “Content Analysis is a research method that uses a set of procedure to make valid
inferences from text. These inferences are about sender(s) of message, the message itself, or the audience
of message” (Franzosi, 1991).This method is used to study the content in context to piece of writing,
photographs, cartoons, advertisements, visuals or any occurrence of recorded communication. It is applied in
various fields like marketing, social science, political studies, media studies and many such areas to study the
trends or changing patterns.

19
4.2 Theoretical Framework for the Research

Communication is the radical element in all the medium (newspaper, TV, Radio or Internet) till date that
includes the sender, message and receiver but there have been many ad ons by various researchers in this
process of communications like channel, feedback, noise, etc. that has elaborated and intensified the
process of communication. Harold Lasswell as a researcher provided valuable inputs in context to media
content analysis initially to study propaganda (information) which later used for other media studies as
well.

The components of Harold Lasswell Model can be understood as follows for this research study.
Therefore ‘who’ that represents the sender or source that control the messages stands for marketer,
advertiser or online strategist whereas ‘says what’ i.e. message refers to the content posted on
homepages of the websites. ‘Channel’ represents the medium of carrying the message i.e. internet and to
‘whom’ stands for audience/consumer or netizens and the last component ‘with what effect’ studies the
effect of message through feedback given by the consumer (.J.Macnamara, 2003).

4.3 Selection of Websites

Content analysis was selected as method for analyzing the content of selected websites and homepage of the
selected websites was taken as unit of analysis. Social networking sites and electronic news channel sites
were not considered as the focus was on informational websites. To conduct study on all the classification,
four websites based on informational pattern and popularity were selected for the study. Therefore, these
websites were studied on various parameters are:

 Yahoo.com
 Hindustantimes.com
 Indiatimes.timesofindia.com
 Rediff.com

20
4.3.1 Sampling Design

Four informational websites based on their popularity were selected for the study i.e. Yahoo.com,
Rediff.com, Timesofindia.com and Hindustantimes.com. Instead of studying and analyzing the complete
websites, only the front page i.e. homepage of the websites was taken as unit of analysis and studied as it
is the first point of contact by the consumer.

4.3.2 Selection of Parameters

The parameters or categories for the analyzing the content of the homepages were studied and selected
from the review of literature as follows:

 Type of internet advertisements: The various formats of internet advertisements appearing on

homepage.
 Space: Size occupied by the advertisement as per pixels.
 Number of advertisements on homepage
 Product category: The category of the product whose advertisement has been displayed on the
homepage.
 Purchase option: Whether the advertisement contain the option for purchasing product or not.
 Ad layout: Layout of the online advertisement on which it is designed.
 Search option: Whether the website provides option for search of product or not.
 Information availability: Upto what extent the information is provided on the advertisement
that appears on the homepage.
 Duration of ad: To what extent the advertisement stays on the homepage.
 Animation/Effects: Whether visuals and effects are used in advertisements for better appealing.
 Colors: Colors used in the advertisement.
 Close option available: Treatment given to the video advertisements through various options
appearing on advertisement displayed.

21
4.4 Survey

A survey method can be defined as systematic data collection tool for gathering the data from individuals
taken as sample. This method is commonly used in psychology research to collect data for studying the
behaviour and trends among the participants taken as sample.Therefore, it is very important to ensure the
reliability, validity and accuracy of the data collected from survey for its further implications.

The population exists in such a diversified manner that a different survey technique is used for collecting
the response from different respondents and for different study. Therefore, some of the survey methods
practiced by market research companies are as follows:

 Online (Mail)
Under this survey technique, questionnaire is mailed to the respondents either through mail or
shared on social media platforms. Different formats like Google forms survey monkey, etc. are
available to form questionnaires.

 Telephone
The example of a telephone survey could be making a call to the consumer for collecting a
feedback about product or service. This type of surveys is generally conducted when the sample
size is lesser in number. The respondents are telephoned and asked about their experience related
to the product.

 Home interviews
Survey is also conducted at home when the people from certain organization collect the data from
the home and treat one home as a sample unit.

22
4.4.1 Sampling

The study was conducted among netizens i.e. the people who access internet regularly and are aware of
changing trends. Hence the sample consisted of the respondents especially pursuing higher studies and
into jobs and of different age groups.The research study has focused on consumers ofabove 18 years of
age.This research studied the psychology behind online consumer’s behavior & also their perception of
Internetadvertisements.The Sample Size for collecting the data through survey was100 respondents.

4.4.2 Data Collection

The data collected through online questionnaire technique was quite a cumbersome (large) process. The
link of the online questionnaire developed through Google forms was circulated to respondents through
e-mails, whatsup and also shared on social networking forums like Facebook, twitter and LinkedIn for
collecting the data.To achieve content validity, questionnaires included a variety of questions on the
knowledge of students on internet advertising and consumer behaviour.

4.4.3 Data Analysis

After collecting the data through Google forms and transferring it to excel sheet, the data was
represented on percentage basis in the graphically format. The study applied both nominal and ordinal
scale to measure a range of factors establishing the effectiveness of internet advertising on consumer
behaviour and an interval scale in determining the relationship between internet advertising
andconsumer behaviour. Descriptive statistics was used to analyze this data.

23
 Secondary Research: I first of all surveyed the available literature related to the problem. The
published data from various sources like E-Journals, Internet and Websiteswere studied.

 Descriptive research: The questionnaire was designed to collect the primary data.

24
 CHAPTER 5

DATA ANALYSIS AND INTERPRETATION

Analysis of data is a process of studying and interpretating the data through categorizing, cleaning,
inspecting, transforming, and modelling data with the goal of discovering useful information,
suggesting conclusions, and supporting decision-making.

After collecting the data by analyzing the content of the websites, survey method was applied. A survey
is a method of collecting information or data as reported by individuals. This is a type of data collection
technique known as self-report data, which means that individuals complete the survey or provide the
information themselves.

Hence, questionnaire was used as a tool for conducting a survey among 100 respondents who are net
savvy. Questionnaire was designed on the basis of parameters studied on the home page of the websites
on regular basis. For designing the questionnaire and collecting the data online Google forms was used.

The options in the questionnaire are based on the data collected from content analysis to study the
response of the netizens towards them. Therefore, the data was shifted to Microsoft excel and converted
to pie and bar graphs for graphical presentation. Thus the graphical presentation has also been derived
from the Google forms and Microsoft excel.

25
 a) Do you opt for Online Advertising?

Opt for online advertising Percentage of respondent

Yes 75%
No 25%

Opt for online advertising

25%

Yes No
75%

Figure 5.1 Opt for Online Advertising

 Interpretation:

The above Fig. 5.1 shows that 75 % netizens do refer to online advertising whereas 25 % of
respondents don’t consider online advertisements for their shopping preference.

b) If yes, there are various ways to go far online shopping and some of the methods are given
below. Please rank in order of preference of your shopping trend.

No. of Responds opt for Online Shopping Ranking Percent

Web portal 10 10.0

Ecommerce 25 25.0
Company Website 65 65.0
TOTAL 100 100

26
 Number of Responds opt for Online Shopping

25%
Web portal
10% Ecommerce
65%
Company Website

Figure 5.2 Respondent’s response of various options for online shopping

 Interpretation:

The above Fig. 5.2 shows that 10% respondents gave 1st ranking to which means that netizens prefer
ecommerce sites for online shopping whereas web portal was ranked as second preference 25% by the
respondents which means they also log on to web portals for making online purchase and company
websites were preferred 65% as third rank for making payment through online options.

c) What type of advertisement you like the most in any website?

Type of Advertisement Responses Percent

Movable ads 72 72.0
Immovable ads 28 28.0
TOTAL 100 100

Types of Advertisement

28%
Movable ads

72%
Immovable ads

Figure 5.3 Types of advertisements mostly liked by the respondents

27
 Interpretation:

The above Fig. 5.3 shows that 72% of respondents like movable ads i.e. those ads that are visually
appealing and contains animations and graphics whereas nearly 28% of the netizens also like
immovable ads on the website homepage.

d) Which type of Online Advertisement you like the most?

(Rank in order of preference; 1- Most preferred, 2- Less preferred, 3- For least preferred)

Type of Online Advertisement Ranking Percent

Rectangle Banner ads 34 34.0

Skyscraper ads 28 28.0
Sponsored ads 22 22.0
Pop up and Pop under ads 9 9.0
Keyword ads 6 6.0
TOTAL 100 100

Type of Online Advertisement

6%
9% Rectangle Banner ads
34%
Skyscraper ads
22%
Sponsored ads
Pop up and Pop under ads
28%
Keyword ads

Figure 5.4 Response of respondents towards various types of Online Advertisements

 Interpretation:

28
 The above Fig. 5.4 shows that 35% respondents preferred Rectangle banner Online advertisements as
rank 1, followed by Skyscraper which is the vertical shaped online ad that are liked by 28%
respondents on rank 2 and 22% people gave 3rd rank to sponsored ads.

e) The websites contain more advertisement than content:

Websites containing more

Responses Percent
Advertisement

Strongly agree 38 38.0

Agree 24 24.0
Disagree 13 13.0
Strongly disagree 6 6.0

Can’t say 19 19.0

TOTAL 100 100

Websites containing more Advertisement

Can’t say
19%
Strongly agree
Strongly disagree 38%
6%

Disagree
13%

Agree
24%

Figure 5.5 Respondents’ response whether the websites contain more advertisements than
content

 Interpretation:

29
 The above Fig. 5.5 shows that 38% respondents agree that the websites do contain more
advertisements than the content in addition to 24% that strongly agree to it. Only 6% netizens strongly
disagree with the statement in addition to 13.9% netizens who disagree with it. 15% respondents don’t
have any idea about it and didn’t even comment about whether there are more advertisements or
content.

f) Do you think you purchase behaviour is influenced by Internet Online Advertisement?

Opinion on influenced by Internet Online

Responses Percent
advertisement

Yes 52 52.0
No 12 12.0
Can’t say 36 36.0
TOTAL 100 100

Opinion on influenced by Inertnet Online

advertisement

36%
Yes No Can’t say
52%

12%

Figure 5.6 Response towards on influenced by Internet Online Advertisements on the homepage

 Interpretation:

30
 The Fig. 5.6 mentioned above shows that 52% of respondents believe that Internet Advertisement
make them purchases whereas 12% directly refused to agree with it and the rest percentage of
respondents can’t give their opinion about it.

g) How much time do you spend over internet on daily basis?

Time spent over Internet on daily basis Responses Percent

Less than 1hr 8 8.0

1 – 2 hrs 48 48.0
2 – 5 hrs 33 33.0
More than 5hrs 11 11.0

TOTAL 100 100

Time spent over Internet on daily basis

11% 8%

33%
48%

Less than 1hr 1 – 2 hrs 2 – 5 hrs More than 5hrs

Figure5.7 Respondent’s responsetowards Time spent over Internet on daily basis

31
 Interpretation:

The above Fig. 5.7 shows that 48% respondent spend 1 – 2hrs, 33% respondent spent 2 – 5hrs and 8%
respondent spend less than 1hr on Internet at daily basis for watching advertisement.

h) What is your perception towards online ads?

Perception towards Online ads Responses Percent

Informative 52 52.0
Irritating 19 19.0

Entertaining 21 21.0

Waste of time 8 8.0

TOTAL 100 100

Perception towards Online ads

8%
21%

52%

19%

Informative Irritating Entertaining Waste of time

Figure 5.8 Respondent’s response of perception towards online ads

32
 Interpretation:

The above Fig. 5.8 shows that the perception of individuals towards the online ads that 52% of people
found it Informative as it gives them knowledge about the product, 21% found it a source of
Entertainment, 19% get Irritated because of unwanted repetition of ads all over the net and the rest
percentage of respondents think Waste of time.

i) You use the internet for? ( Rank them in order of your preference)

Internet usage Ranking Percent

Chatting and Social Networking 17 17.0

Email 30 30.0

Information 24 24.0
Entrainment 11 11.0

E - Commerce 4 4.0

Downloading 14 14.0

TOTAL 100 100

Internet usage

14% 17% Chatting and Social Networking

4%
Email
11%
Information
30%
Entrainment
24%
E - Commerce

Downloading

Figure 5.9 Response of respondents towards use of Internet

33
 Interpretation:

The above Fig. 5.9 shows that 30% of the respondents used internet for E-mail, 24% for information,
and others for chatting and social networking, indicating thatcommunications has been the
fundamental value of the internet to consumers. There was a higher chance of interaction with various
online ads as reflected by the diverse usage of internet.

j) What mode of advertising influences you to buy any product?

Advertising influencing intention to buy product Responses Percent

Magazines and newspaper 18 18.0

Friends and relatives 41 41.0

TV Commercial 25 25.0
Online advertisements 6 6.0

Social Media – Blogs, Social Networking sites 10 10.0

TOTAL 100 100

Advertising influencing intention to buy product

Magazines and newspaper

10% 18%
6% Friends and relatives

TV Commercial
25%
Online advertisements
41%
Social Media – Blogs, Social
Networking sites

Figure 5.10Respondent’s response towards mode of advertising influencing intention to buy

product

34
 Interpretation:

The above Fig. 5.10 shows that, the highest number of students, 41% of the respondents were
influenced to buy a product based on information provided by friends and relatives, with TV
commercials being second. Online advertisements was least in influencing their decision at 6%.
Therefore, friends and relatives were the major influencers behind decision making.

k) I change the channel during commercial breaks….

Change the Channel during Commercial

Responses Percent
breaks
Never 23 23.0
Sometimes 18 18.0
Depends on ad 34 34.0
Often 14 14.0
Every time 11 11.0

TOTAL 100 100

Change the Channel during Commercial breaks

11%
23%
14%

18%
34%

Never Sometimes Depends on ad Often Every time

Figure 5.11 Respondents’ response whether change the Channel during Commercial Breaks

35
 Interpretation:

The above Fig. 5.5 shows that 34% respondents agree that they do change the channel depend the ads,
23% respondents that they never change the channel as they use to watch the advertisement becauseof
the degree of attractiveness of the advert and its relevance to the respondents determined their
attention to the advert.The viewers would see the advertisement if the ad is attractive and appealing.

l) How many times do you by things based on Internet Advertisement?

Purchase based on Internet Advertisement Responses Percent

Once 9 9.0
Twice 24 24.0
More than Once 67 67.0
TOTAL 100 100

Purchase based on Internet Advertisement

9%

24%
67%

Once Twice More than Once

Figure 5.12 Respondent’s response towards things purchase based on online ads

 Interpretation:

The Fig. 5.12 mentioned above shows that 67% people by after being inspired by online
advertisements.

36
 CHAPTER 6

FINDIINGS, LIMITATIONS, CONCLUSION AND

RECOMMENDATIONS

6.1 FINDIINGS

6.1.1 Content Analysis

 Information like price, variety, offers, features and discounts were given on all
advertisements depending upon the layout of product or service advertised.
 Consumers prefer advertisements that are movable in their design and uses animation and
graphics.
 Banner type of internet advertisement in different formats is the most common type of
online ads followed by pop up advertisements.
 Product advertisement were designed in big picture layout while service oriented products
had copy heavy layouts.
 Advertisements are mostly placed on top, right and center of homepage except in Times of
India homepage that experiment more with placement of the advertisements.

6.1.2 Survey

The survey among 100 respondents has led to the following findings:

 The result shows that majority of people do opt for online advertising but prefer ecommerce
sites for buying their product as compared to web portals and company website.
37
  In comparison to movable and immovable ads, netizens prefer movable advertisements that
include visuals, music, graphics and animations.
 Advertisements displaying discount offers attract the netizens immediately followed by other
features of the ads like colors used in the ads and promotions provided on the online ads of the
products.
 Though various types of internet advertisements appear on the website but the respondents
prefer rectangular banner advertisements followed by skyscraper ads that are in vertical
format.
 The survey also concludes that netizens like still online ads that are designed in Big Picture
Layout for the tangible products but for service oriented products respondents prefer Copy
Heavy Layout ads that display information about services offered.
 With reference to the websites studied, respondents notice online advertisements of
ecommerce sites like Flipkart, Amazon, etc. in majority followed by online advertisements
of mobile phones.

6.2 LIMITATIONS

 The study has confined to urban areas as it assumed that the rural areas do not have Internet
connection yet. Hence the entire findings are limited and refer to urban consumers only.
 It is not sure whether the findings will apply to the whole country.
 Respondents above 18 year of age

38
6.3 CONCLUSION

Overall in a study on impact of online advertising on consumer behavior, the outcomes which came
from the survey which is conducted over the 100 respondents. In a research, I found that the Internet
users (all age groups people) have the same perception towards the websites advertisements. But
they all age group people agreed that the online advertising is very informative, but at the same time
these advertisements creates irritation among all age group people, people have done purchasing
through Internet i.e. e-commerce. At last some respondents agreed that online advertisements are
entertaining.

I analyzed the relationship between Age of the respondents and the websites that are most clicked at,
are independent. People used internet for Access E-mail, window shopping, net surfing. Finally I
concluded that the online advertising is informative for all age group of people and basically it is
used for accessing E-mail.

6.4 RECOMMENDATIONS

The consumer’s towards Online Advertising as:

 Individuals found the online ads Informative, which means the online ads have influence over
individuals so we should continue with online ads.
 People did not found online ads 100% reliable as they have come across fake advertisement
most of the time. So, to overcome the issue we have to make online ads more authenticate.
 Individuals are mostly engaged on social networking site, so it can used as the good platform
for promotion through online ads for any upcoming business.
 We come to know that online ads influence the buying decision to an extent, which shows that
Internet provide a vast scope of marketing.

39
 RFERENCES

 Bakshi Gaurav and Surender Gupta. (2013). Online Advertising and its Impact on Consumer Buying.
International Journal of Research in Finance & Marketing, 3(1), 21–30. Retrieved from
http://www.mairec.org
 Calisir, F., (2003), Web advertising vs. other media: young consumers’ view. Journal of Internet
Research: Electronic Networking Applications and Policy, 13(5):356-363.
 Choi SM, Rifon NJ. Antecedents and consequences of web advertising credibility: a study of
consumer response to banner ads, Journal of Interactive Advertising. 2002; 3(1):12-24.
 Drèze, X., &Hussherr, F.-X. (2003). Internet Advertising: Is Anybody Watching? Internet
Advertising: Is Anybody Watching? Abstract. Journal of Interactive Marketing, 17(4), 8–23.
https://doi.org/10.1002/ dir.10063.
 Franzosi, R. P. (1991). Content Analysis:A Method in Social Science Research. Time, (2008), 1–20.
 Goldsmith, R.E. and Lafferty, B.A., (2002), Consumer response to Web site and their influence on
advertising effectiveness. Journal of Internet Research: Electronic Networking Applications and
Policy, 12: 318-328.
 Khan M.S., & Pal Shilpi. (2014). Role and Significance of Online Advertising With Reference To
India. Tactful Management, 3(3), 1–4. Retrieved from http://tmgt.lsrj.in/UploadedArticles/294.pdf
 Koyuncu, C. and Lien, D., (2003), E-commerce and consumer’s purchasing behaviour. Applied
Economics, 35: 721-726.
 Kozlen, K. (2006). The Value of Banner Advertising on the Web. Communications, (December).
 Kotler Philip. (2000). Marketing Management Millenium Edition (Custom Edi). Pearson Custom
Publishing.
 Liu Yuping. (2012). Integrating Consumer Preferences into Online Advertising: Driver of Consumer
Tendency to Engage in Online Interaction. Old Dominion University.
 Macnamara, J. (2003). Media Content Analysis: Its Uses; Benefits and Best Practice Methodology.
Asia Pacific Public Relations Journal, 6(1), 1–23.

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 McCoy, S., Everard, a, Galletta, D., &Polak, P. (2004). A Study of the Effects of Online Advertising:
A Focus on Pop-up and In-line ads. Proc. 3rd Ann. Workshop on …, (1), 50–54.
https://doi.org/10.1.1.93.5614
 Maheshwari, P., Seth, N., & Gupta, A. K. (2014). Advertisement Effectiveness: A Review and
Research Agenda, 8(12), 3789–3793.
 Neelika Arora. Trends in Online Advertising”, Advertising Express, 2004.
 Rastogi, A. K. (2010). A Study of Indian Online Consumers & Their Buying Behaviour. International
Research Journal, I(10), 2009–2011.
 Schlosser, A. E., Shavitt, S., &Kanfer, A. (1999). Survey of Internet Users Attitudes Toward Internet
Advertising. Journal of Interactive Marketing, 13(3), 34–54. https://doi.org/10.1002/(SICI)1520-
6653(199922)13:3<34::AID-DIR3>3.0.CO;2-R

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 APPENDICES

QUESTIONNAIRE

Dear Respondent,

I am student of MBA Marketing Specialization, conducting a market research to know the “Impact of
Online Advertisement on Consumer Behaviour”. It requires the audience feedback particularly the
netizens to go through the content of various websitesand kindly extend your cooperation in filling this
feedback form.

PERSONAL INFORMATION

 Name: ________________________
 E-mail ID: ________________________
 Contact No.: _____________________
 Gender: ( ) Male ( ) Female

 Age:

( ) 18-25 years ( ) 26-35 years ( ) 36-45 years

( ) Above 46 years

 Occupation:

( ) Business ( ) Service ( ) Employee

( ) Student ( ) Other Specify

42
a) Do you opt for Online Advertising?

( ) Yes ( ) No

b) If yes, there are various ways to go far online shopping and some of the methods are given below.
Please rank in order of preference of your shopping trend.

( ) Web portal

( ) Ecommerce

( ) Company website

c) What type of advertisement you like the most in any website?

( ) Movable ads (Containing audio/audio-visual/animation)

( ) Immovable ads (Stills with static picture and font giving details in headline, sub headline and
copy)

d) Which type of Online Advertisement you like the most?

(Rank in order of preference; 1- Most preferred, 2- Less preferred, 3- For least preferred)

( ) Rectangle Banner ads

( ) Skyscraper ads

( ) Sponsored ads

( ) Pop up and Pop under ads

( ) Keyword ads

43
 e) The websites contain more advertisement than content:

( ) Strongly agree

( ) Agree

( ) Disagree

( )Strongly disagree

( ) Can’t say

f) Do you think you purchase behaviour is influenced by Internet Online Advertisement?

( ) Yes

( ) No

( ) Can’t say

g) How much time do you spend over internet on daily basis?

( ) < 1hr

( ) 1 – 2 hrs

() 2 – 5 hrs

( ) >5 hrs

h) What is your perception towards online ads?

( ) Informative

( ) Irritating

() Entertaining

( ) Waste of time

44
i) You use the internet for? ( Rank them in order of your preference)

( ) Chatting and Social Networking

( ) Email

() Information

( ) Entertainment

( ) E - Commerce

( ) Downloading

j) What mode of advertising influences you to buy any product?

( ) Magazines and newspaper

( ) Friends and relatives

() TV Commercial

( ) Online advertisements

( ) Social Media – Blogs, Social Networking sites

k) I change the channel during commercial breaks….

( ) Never

( ) Sometimes

() Depends on ad

( ) Often

( ) Every time

45
l) How many times do you by things based on Internet Advertisement?

( ) Once

( ) Twice

() More than once

!!!!........Thanking you for providing your valuable Response……..!!!!

46