Digital Marketing Project Report
Digital Marketing Project Report
PROJECT REPORT
ON
“TO STUDY ALL DIGITAL MARKETING FOR SMART
PHONE WITH REFERENCE OF HYDERABAD CITY”
Submitting Partial Fulfilment for the requirement for the degree of Master of
Business Administration. (MBA)
To
Rashtrasant Tukdoji Maharaj Nagpur University
Nagpur.
SUBMITTED BY :-
MISS. MANISHA SHRIHARI RODE
This is to certify that the project report entitled “TO STUDY ALL
DIGITAL MARKETING FOR SMART PHONE WITH
REFERENCE OF HYDERABAD CITY ” Submitted by MISS
.MANISHA SHRIHARI RODE a partial fulfillment for the requirement
Master of Business Administration Examination of the Rashtrasant
Tukdoji Maharaj Nagpur University Nagpur for the academic session
2018-2019 is an original project carried out under the supervision and
guidance of Dr.Dinesh Hirkute and has undergone the requisite duration
as prescribe the Rashtrasant Tukdoji Maharaj Nagpur University, Nagpur
for the project work
Dr.Dinesh Hirkute
Date :
Place : Wardha
DECLARATION
I hereby declare that the project work entitled “TO STUDY ALL
DIGITAL MARKETING FOR SMART PHONE WITH REFERENCE
OF HYDERABAD CITY” Submitted to the RTM Nagpur University,
Nagpur , Is a record of an original work done by me under the guidance
Dr.Dinesh Hirkute , Ranibai Agnihotri Institute of Computer Science
and Information Technology, wardha. This Project work is submitted to the
RTM Nagpur University, Nagpur in the Partial fulfillment of requirement of
the degree of Master of Business Administration. The results embodied in
this project have not been submitted by me to any other University or institute
for the award of any degree.
Place :Wardha
ACKNOWLEDGEMENT
3 OBJECTIVES 26
5 HYPOTHESIS 28
8 LIMITATIONS 43
9 FINDING 44
10 CONCLUSION 45
11 RECOMMENDATIONS 46
12 SUGGESTION 47
13 BIBLIOGRAPHY 48
14 ANNEXURE 49-50
INTRODUCTION
INTRODUCTION
With an excellent product, attractive price, successfully implemented
the product or service to the customer because of the new market trends.
of information technologies and the fact that massive market has become
fragmented, marketing experts had to change their access to the existing and
communication with the clients, while companies can find out useful
information that can be used for creation different kind of products for each
continuously developing.
company probably will not stop soon. To emphasize their importance and
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crucial role in business, Joshi (2013) calls mobile devices “strategic
innovation”. Because mobile devices are always close to their owners they
management. The objectives of this paper are: highlight the role and
However, today mobile still represents a tiny channel for most companies.
than 1% of their total advertising budget on mobile. This will change and
the change will likely be even faster and more dramatic than the initial
wave of mobile phone adoption that today means over 4 billion people use
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applications for the iPhone, shows how quickly technology can be adopted
by consumers.
with modern mobile phones connected to the internet will impact retail
stores and how anyone making, promoting or selling products in a brick and
gradually over the past fifty years. There are two levels to that complexity.
Firstly, the move to the self-service format from the service format that
environment. Over the years, retailers have learned how to design that
In the future, all of retail touch points for consumers could have a mobile
element. From the research work available in the mobile space, one can
identify the emerging applications that will enable shoppers to have richer
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interactions. These interaction points enable scope for Mobile Marketing to
HISTORY
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highways. As the cellular telephone user moves from one cell or area of
coverage to another, the telephone is effectively passed on to the local cell
transmitter. A cellular telephone is not to be confused with a cordless
telephone (which is simply a phone with a very short wireless connection to
a local phone outlet). A newer service similar to cellular is personal
communications services(PCS).
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History of Indian Telecommunications
Started in 1851 when the first operational land lines were laid by the
government near Calcutta (seat of British power). Telephone services were
introduced in India in 1881. In 1883 telephone services were merged with
the postal system. Indian Radio Telegraph Company (IRT) was formed in
1923. After independence in 1947, all the foreign telecommunication
companies were nationalized to form the Posts, Telephone and Telegraph
(PTT), a monopoly run by the government's Ministry of Communications.
Telecom sector was considered as a strategic service and the government
considered it best to bring under state's control.
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up of telecom services sector for the private sector. National Telecom Policy
(NTP) 1994 was the first attempt to give a comprehensive roadmap for the
Indian telecommunications sector. In 1997, Telecom Regulatory Authority
of India (TRAI) was created. TRAI was formed to act as a regulator to
facilitate the growth of the telecom sector. New National Telecom Policy was
adopted in 1999 and cellular services were also launched in the same year.
Telecommunication sector in India can be divided into two segments: Fixed
Service Provider (FSPs), and Cellular Services. Fixed line services consist of
basic services, national or domestic long distance and international long
distance services. The state operators (BSNL and MTNL), account for almost
90 per cent of revenues from basic services. Private sector services are
presently available in selective urban areas, and collectively account for less
than 5 per cent of subscriptions. However, private services focus on the
business/corporate sector, and offer reliable, high- end services, such as
leased lines, ISDN, closed user group and videoconferencing.
Cellular services can be further divided into two categories: Global System
for Mobile Communications (GSM) and Code Division Multiple Access
(CDMA). The GSM sector is dominated by Airtel, Vodfone-Essar, and Idea
Cellular, while the CDMA sector is dominated by Reliance and Tata
Indicom. Opening up of international and domestic long distance telephony
services are the major growth drivers for cellular industry. Cellular operators
get substantial revenue from these services, and compensate them for
reduction in tariffs on airtime, which along with rental was the main source
of revenue. The reduction in tariffs for airtime, national long distance,
international long distance, and handset prices has driven demand.
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COMPANY PROFILE
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INDUSTRY ANALYSIS
The Indian Media and Entertainment (M&E) Industry, one of the most
vibrant and exciting industries in the world, has had a tremendous impact
on the lives and the Indian economy. As the M&E industry widens its
reach, it plays a critical role in creating awareness on issues affecting,
channelling the energy of and building aspirations among India’s
millions. As it entertains and informs the country, the M&E industry has
been a catalyst for the growth of large parts of the Indian economy. M&E
industry consist of TV, Print, Films, Radio, Music, OOH, Animation and
VFX, Gaming and Digital Advertising.
The FICCI-KPMG 2014 Report 'The Stage Is Set' showing the Indian
media and entertainment (M&E) industry has grown by 11.8 per cent in
2013 while comparing with 2012 and touched Rs 918 billion. It is
expected to touch Rs 1785.8 billion by 2018, with a CAGR of 14.2 per
cent.
By the end of 2014, the industry is expected to stand at Rs 1039 billion.
Additionally, digital advertising has shown promising growth in 2013 while
comparing with 2012, which is about 38.7 per cent, followed by gaming
which grew by 25.5 per cent. As for the 2018 prediction: Digital advertising
is expected to lead the CAGR with 27.7 per cent, followed by radio with 18.1
per cent. Gaming and television are expected to register a CAGR of 16.2 per
cent each, followed by growth rates of animation and VFX (15.9 per cent),
music (13.2 per cent), films (11.9 per cent) and OOH with 9.2 per cent
expected CAGR.
According to the annual advertising expenditure report from GroupM, The
digital media advertising revenues for the year 2013 is estimated at Rs
2,520.1 crore (around $405 million) , up 30% from Rs 1,938.6 crore in 2012,.
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Digital contributed to 6.5% of the total media advertising expenditure in
2013, up from 5.5% share in 2012.
The agency estimates that the digital media advertising revenues to reach Rs
3,402.2 crore ($546 million) in 2014, registering a 35% growth year on year.
This will represent around 7.9% of the total media advertising expenditure in
2014, which is estimated at Rs 43,065.4 crore. The company notes this will
be driven by election spending by the government and political parties across
all media. GroupM made the prediction in the latest edition of its annual
report This Year, Next Year. Digital media were projected to increase 35%,
with TV slowing to 12% from last year’s 14.6% and print picking up to 8.5%
from 4.6% in 2013.
Digital ad spends accounted for 8.3 percent of the total ad spends of Inr362.5
billion in 2013. Digital media advertising in India is grown by 38.7 per cent
in 2013, faster than any other ad category. [6] With the dramatic growth in
mobile usage, content providers and advertisers are seeking opportunities to
get their message across on this preferred medium of the masses.
It is estimated that the total internet user base will reach 494 Million by the
end of 2018 as against 938 million TV viewers in the same year. This means
that the internet user population will be approximately 53 per cent of the total
number of TV viewer in the country in 2018 compared to 27 per cent in 2013.
This shift towards the digital media is important for digital media strategists
to consider, in order balancing their marketing budgets between online media
and traditional TV strategy.
IAMAI & IMRB report of March 2013 showing trends in breakup of Digital
ad market among various ad types like search ads, display ads, mobile ads,
social media ads, email ads and video ads. By seeing this breakup we can
understand marketer are giving importance to all venues to place ads.
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The Key players in the Telecom Market in India
Nokia
Motorola
Samsung
LG
Sony Ericsson
Nokia
Motorola
MOTOROLA Electronics a wholly owned subsidiary of
MOTOROLA Electronics wasestablished in January, 2003 after
clearance from the Foreign Investment Promotion Board(FIPB).
The trend of beating industry norms started with the fastest ever-
nationwide launch byMOTOROLA in a period of 4 and 5 months
with the commencement of operations in May 2003.
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MOTOROLA set up a state-of-the art manufacturing facility at Greater
Noida, near Delhi, in 2004, with an investment of Rs 500 Crores. During the
year 2001, MOTOROLA also commenced the home production for its eco-
friendly Refrigerators and established its assembly line for its PC Monitors
at its Greater Noida manufacturing unit.
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Ovens. In Colour Televisions having set the sales target of
one million units of Color Televisions for 2002,
MOTOROLA has already achieved the one million mark in
the month ahead of its target.
MOTOROLA Electronics India is the fastest growing
company in the consumer electronics, home appliances and
computer peripherals industry today.
Samsung
The Samsung Group is the world's largest conglomerate. It is South Korea's
largest chaebol and composed of numerous international businesses, all
united under the Samsung brand, including Samsung Electronics, the world's
largest electronics company, Samsung Heavy Industries, one of the world's
largest shipbuilders and Samsung Engineering & Construction, a major
global construction company. These three multinationals form the core of
Samsung Group and reflect its name - the meaning of the Korean word
Samsung is "tristar" or "three stars".
The Samsung brand is the best known South Korean brand in the world
and in 2005, Samsung overtook Japanese rival Sony as the world's leading
consumer electronics brand and became part of the top twenty global brands
overall. It is also the leader in many domestic industries, such as the financial,
chemical, retail and entertainment industries. Samsung's strong influence in
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South Korea is visible throughout the nation, and is sometimes called the
'Republic of Samsung'.
The 1990s saw Samsung rise as an international corporation. Not only did it
acquire a number of businesses abroad, but also began leading the way in
certain electronic components. Samsung's construction branch was awarded
a contract to build one of the two Petronas Towers in Malaysia, Taipei 101
in Taiwan and the Burj Dubai in United Arab Emirates (founded by Callum
Cuirtis), which is the tallest structure ever constructed. In 1996, the Samsung
Group reacquired the Sungkyunkwan University foundation. In 1993 and in
order to change the strategy from the imitating cost- leader to the role of a
differentiator, Lee Kun-hee, Lee Byung-chull’s successor, sold off ten of
Samsung Group's subsidiaries, downsized the company, and merged other
operations to concentrate on three industries: electronics, engineering, and
chemicals (Samsung Electronics)
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detergents, but most associated with its Lucky and Perioe toothpaste.In 1995,
it was renamed "LG", the abbreviation of "Lucky GoldStar". More recently,
the company associates its tagline "Life's Good", with the letters LG.Since
2001, LG has two joint ventures with Royal Philips Electronics: LG Philips
Display and LG.Philips LCD. LG has entered into a joint venture with Nortel
Networks and has created LG-Nortel Co. Ltd.LG also has a joint venture with
Hitachi, Hitachi-LG Data Storage, which manufactures optical data storage
products like DVD-ROM drives, CD writers, etc. LG acquired American
television manufacturing company Zenith in 1999.
LG Electronics is the world's second biggest maker of Televisions and third
biggest marker of LCD TVs and Mobile Phones. With headquarters in the
LG Twin Towers on Yeouido, Seoul, LG Electronics is the flagship company
of LG Group, one of the world's largest Conglomerate. The company has 75
subsidiaries worldwide that design and manufacture televisions, home
appliances, and telecommunications devices. LG Electronics owns Zenith
Electronics and controls 37.9 percent of LG Display. By 2005, LG was a Top
100 global brand and in 2006, LG recorded a brand growth of 14%.Now the
world's largest plasma panel manufacturer, its affiliate, LG Display, is one of
the largest manufacturers of liquid crystal displays. Also in 2006, the
company's mobile phone division, LG Mobile, marketed the LG Chocolate
phone, changing the company's image of the maker of thick 3G phones.
Sony Ericson
Corporate structure
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mobile imaging, music, communications and entertainment. The net result is
that Sony Ericsson is an enticing brand that creates compelling business
opportunities for mobile operators and desirable, fun products for end users
Sony Ericsson Mobile Communications was established in 2001 by
telecommunications leader Ericsson and consumer electronics powerhouse
Sony Corporation. The company is owned equally by Ericsson and Sony and
announced its first joint products in March 2002. Sony Ericsson products
have universal appeal and are different in the key areas of imaging, music,
design and applications. The company has launched products that make best
use of the major mobile communications technologies, such as the 2G and
3G platforms, while enhancing its offerings to entry level markets.
Sony Ericsson undertakes product research, design and development,
manufacturing, marketing, sales, distribution and customer services. Global
management is based in London, and R&D is in Sweden, UK, France,
Netherlands, India, Japan, China and the US. The management team is led
by President Hideki Komiyama, a former senior executive of Sony Europe
and one of the key players in the growth of Sony in Europe; and Executive
Vice-President and Head of Sales Anders Runevad, the former President
Ericsson Brazil
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Becker i Arnold (2010) emphasize definition of mobile marketing which
have been given from Mobile Marketing Association1, which says that
mobile marketing is a set of procedures that enables communication with
companies target audience on interactive and relevant way via mobile
devices.
Also, mobile marketing is a new marketing channel which has been created
during the evolution of e-commerce. Although it is possible to reach out
target groups via mobile devices, Tanakinjal et al. (2011) state that it’s
important to make an effort and explore the possibilities to make it work.
According to Andrews et al. (2012), mobile marketing is any form of
marketing communication that has been using mobile devices during the
creation of potential opportunities and benefits for customers, what includes
location based mobile services and services for the delivery of mobile
content.
Marketing experts agree with the fact that activities that have been going on
with the mobile devices, in the last decade, had a huge impact on a
development of mobile marketing and on intent for purchase of potential
customers in the future (Chinomona i Sandada, 2013).
As many people equate the term of marketing with promotion, it also happens
with the term of mobile marketing and mobile promotion, what is surely
wrong. Tanakinjal et al. (2011) explain the difference between these two
terms. Mobile marketing is a driver and a foundation for the exchange of
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content and direct response, while mobile advertising is form of a message
which has been sent via mobile device.
Mobile devices are owned by one person what enables communication with
a specific person and message that has been sent to them is immediately
available Hazlett (2011). Accordingly, interaction with the clients can be
totally different for each client, what is not the case in other kinds of
marketing (Dushinski, 2009).
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DEVICES OF MOBILE MARKETING AND THEIR
CONNECTION TO THE MOBILE INTERNET
Mobile devices
It is important to clarify what kind of devices includes the term „mobile
devices“, because it is often thought to be exclusively mobile phones. Term
of mobile devices includes different kind of mobile phones, smartphone
devices, personal data assistant devices, tablet PC and even play station
portable because user can connect through it by Wi -Fi technology and surf
the Internet, either at home or outside (Dushinski, 2009).
Mobile phones are not just phones whose main purpose is not just making
calls. They have embedded some special functions like reading the
newspapers, display of geographic maps, camera, radio, e-store, TV function
etc. (Arnold and Becker, 2010).
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Although there are different divisions of mobile devices by category, there
has been generally accepted the division in three categories: feature phone,
smartphone and connected devices (Pasqua and Elkin, 2013).
Feature phones are older mobile devices which are less sophisticated. Lately,
in this kind of mobile phones have been installed some advanced options
which are still far from those which have smart phones (Rashedul et al., 2010;
Pasqua and Elkin, 2013).
Connected devices are all mobile devices that do not have the ability to call,
but have all other features of mobile devices. These characteristics
correspond to tablet devices, e-readers and portable entertainment devices.
These devices share many things with smartphones, but their primary
purpose is not phoning but browsing the internet, entertainment and reading
e-books (Becker and Arnold, 2011).
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3.2. Access to mobile Internet
What is particularly significant with regard to the functioning of
mobile devices is to achieve connectivity with other mobile devices in order
to achieve basic communication, which is the basis for the realization of
marketing communications. This applies in particular to the network
connection and data transfer speed in the network.
By development of wireless technology, mobile phones became part
of our everyday life on private and business plan (Liao et al., 2007).
Mobile devices can connect the Internet via network of mobile
operator or Wi-Fi network – user can choose, depends on a situation how to
become connected to the Internet.
Feature phones and smartphones primarily connect the Internet via network
of mobile operator which have been using while transfer rate and
characteristics of connection depends on the standard used in the network
and which device supports. Connected devices connect the Internet
primarily via Wi-fi network, but there are also exceptions – like advanced
tablets which can have functions of mobile phones and can use networks of
mobile operators (Pasqua and Elkin, 2013).
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OBJECTIVES
The Primary Objective was to study the perception & buying
behavior of students towards various mobile brands.
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Scope of study
The study was carried out to identify opportunities of mobile marketing in
the retail sector and at the time asses the competition for Syntellinex. This
The data collection of the study for company profiling was scoped to
following details:
Company Name
Solutions Offered
Mobile/Marketing
Platform supported
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Hypothesis
With new trend of more and more users switching to smart phones
in general.
innovations.
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RESEARCH
METHODOLOGY
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RESEARCH METHODOLOGY
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SAMPLING AREA: - Hyderabad City
SAMPLE SIZE: - The sample size of the study is limited to 50.
DATA COLLECTION: -
Primary data: The primary data will be collected by a structured
questionnaire and Google forms.
Secondary Data: Secondary Data is collected by using research
papers, journals, books and websites.
DATA COLLECTIONO METHOD: - Questionnaire Method and
Interview Method.
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DATA INTERPRETATION
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Table No. .1 Mobile Internet users by age
Also, men are using mobile Internet more than women - 6 out of
10 mobile internet users in Europe are men (Figure 2)
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Table No. 3
Classification of respondents on the basis of Qualification
No. of
Sr no. Qualification Respondents Percentage (%)
Graduation / Post
1 Graduation 17 34
2 Diploma /undergaduate 16 31
3 Schooling up to 12 years 12 24
4 uneducated 5 11
Total 50 100
34% of the mobile internet users are graduates or post graduates, 31%
belongs to group “diploma / undergraduate”, 24% belongs to group
“schooling up to 12 years” and 11% are uneducated. Therefore, more
educated persons use more mobile internet opposed to less educated persons.
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Table No. 4
Frequency
15%
30%
Print ads
25% Television commercials
10% In-store promotion
20%
Outdoor media
Online media
Interpretation:
From table no. 4, it is observed that when respondents were asked about
which source do they refer the most to get awareness of various brands;
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Table No. 5
Frequency
10%
40% 20%
Not knowledgeable about
Somewhat knowledgeable about
Knowledgeable about
30%
Interpretation:
From table no. 5, it is observed that when respondents were asked about their
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Table No. 6
Frequency of being online
Frequency
15
10
0
Very Low Low Moderate High Very high
Frequency
From table no. 6, it is observed that when respondents were asked about their
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Table No. 7
Benefits of online marketing over traditional marketing
Frequency
Interactive medium
Low cost
Time saving
Ease of shopping
0 2 4 6 8 10 12 14
Frequency
ease of shopping,
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iii. 16% of respondents find online marketing advantageous as it saves
consumer’s time,
interactive medium.
It means majority of respondents favor for interactive ability of online marketing which
is not applied in case of traditional mediums like print ads, television
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Table No. 8
Frequency Percent
Strongly disagree 10 20%
Disagree 15 30
No opinion 7 14
Agree 9 18
Strongly agree 9 18
Total 50 100.0
Frequency
15
10 9 9
7
Frequency
Interpretation:
From table no. 8, it is observed that when respondents were asked whether
29% shown disagreement.
38
16.5% had no opinion on this question.
17% shown agreement and,
17.5% were strongly agreed.
It means majority of respondent feel online marketing is not very safe. In order
limitations.
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Table No. 8
Loopholes in online marketing over traditional marketing tools
Frequency Percent
More Susceptible 8 16
More scope for fraudulent activities 13 26.0
Lack demonstration 10 20.0
Privacy Issue 11 22.0
Often interrupting 8 16
Total 50 100.0
Frequency
Interpretation:
susceptible.
ii. 26% of respondents find online marketing is not safe as there is more
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iii. 20% of respondents find online marketing is not safe as it lacks
demonstrations.
iv. 21% of respondents find online marketing is not safe as it may result
interrupting.
It means majority of respondents feel that online marketing is not safe as there is more
scope of fraudulent activities followed by privacy issues. These may include cheating
customers by offering them faulty items, giving wrong demonstrations, taking
confidential information such as bank details, credit card details and misusing the same.
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Limitations
Although, Internet marketing allows a wider reach, the start-up costs
There are still a lot of customers who use the Internet just for having
looks like and its technical specifications, but customers prefer having
There are a lot of customers who are not proficient in using the
which look similar to original websites and rob the customers of their
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money. Spamming is also one of the biggest challenges for Internet
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FINDINGS
Indian customers are highly information seekers. They collect more
information about quality, price and refer customer’s experiences before
purchasing a product.
Advertisements have high impact for creating stimulus in Indian
customers. But this stimulus will get in to action only through opinion
leaders.
Indian consumers have high tendency to go for online purchase. They
have high affinity to go online for electronic products and apparels.
One of the current trends in Indian youth and young Indians are
watching the T.V programs via online portals. May be the main reason
is convenience of time, they can watch programs which they had
skipped due to some reasons.
The same thing is happening for the newspaper also, people have more
affinity towards online news portals. Here's the reason may be they can
get news updates very early; they don’t need to wait for daily
newspapers.
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Conclusion
The study concludes that consumers rely upon more than one
that they use the combination of various sources for making final
of being online.
this efficacy to strengthen its marketing efforts. So that they will get
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Suggestions
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BIBLIOGRAPHY
Business: http://www.gs1.org/
http://octane.in/research/
Market share - Mobile OS. (2018). Retrieved from IDC: Analyze the
Future: http://www.idc.com/
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