INTRODUCTION

The rapid development of technology influenced the use of internet positively and allowed
the use of it in many areas. Reaching the desired information at any time and from anywhere, the
opportunity to access to a wide audience via internet had marketers make use of this delicate field.
The quick rise of shopping over the internet led to the development of different strategies in terms
of marketing. Today, because the consumers have become more knowledgeable about products
and thus their expectations from manufacturers have increased, their decision-makings and buying
styles vary. The consumers like to look at many different websites in which they plan to make
comparisons regarding the best qualifed yet the cheapest product they would purchase. Moreover,
they check other users' comments and thoughts for the product in e-commerce cites, blog
orforums so that they shall have information on the perception of the product. Determining
customers' requests, expectations and needs properly play a dramatic role for the success of
marketing over the internet (Yayla, 2010:13). Therefore, the companies also aim to gain
consumers by responding their demands and expectations. By enabling the information the
consumers wish to have regarding the product, the companies may secure the existing consumers
and even retain potential new ones. The companies wishing to meet consumers' needs and
expectations therefore prefer digital content marketing whose objectives are for the product

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IMPORTANCE OF THE STUDY
The purpose of the study is to know the customer perception in digital marketing.
Marketing is the most important factor for every company. The digital revolution has
impacted consumers and businesses alike. Over the past decade technology and the way it
is used has changed drastically. Marketing also has been changed to digital technologies.
It can raise awareness of a brand or business, highlight the benefits or value of its products
to attract sales or help to change the image of a firm.This study will also help the
management in Realizing and understanding about the awareness and perception level of
other companies in Digital Marketing.

STATEMENT OF THE PROBLEM

Today’s era of Internet has opened a gate of vast variety of opportunities for
businesses. The speed and ease with which the digital media transmits
information and help boost a business is amazing. Digital Marketing is the
term used for the targeted, measurable, and interactive marketing of products
or services using digital technologies to reach the viewers, turn them into
customers, and retain them. So in order to find out how effective is digital
marketing in 21st century.

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SCOPE OF THE STUDY

The study aims at ascertaining customer perception on branded goods segment. The study is restricted to
the information regarding the customer’s likes and dislikes, personal decisions and family decisions and
loyalty of the customers. The study has been restricted to branded products in FMCG segment. The
customer perception shall be done with the help of primary data (questionnaire) and secondary data
(research articles, books, journals, etc.).

OBJECTIVES AND SCOPE OF THE STUDY

OBJECTIVES

Primary Objective

• To study the Perception of Digital marketing public level

Secondary objectives

• To Know which Perception of business people about Digital Marketing

• To find out which type of digital marketing Business people prefer to use.

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LIMITATIONS OF THE STUDY:

Although full efforts have made in the study but the following limitations should kept in the mind
before making any conclusion:
• Sample size was limited in comparison of entire population.

• The respondents may be bias or influenced by outside factors.

• The accuracy of indications given by the respondents may not consider adequate.

Sampling
Sampling may be defined as the process of obtaining information about an
entire population by examining a part of it.

Sampling size
Samples are taken out of large population in the Ernakulam and Malappuram
district. For the research, 150 samples are taken

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 Tools used
For the proper analysis of data, quantitative technique such as percentage
method was use. In addition, Microsoft excel was also used for preparing charts for
deducing inferences.
✓ Percentage analysis
✓ Chi-square analysis

Percentage analysis
Percentage refers to special kind of ratio. The percentage is used in making
comparison between two or more series of data.

The ease and simplicity of calculation and the universal applicability of the present
static have made it most standardized tool in researchers. The percentage analysis is
conducted by dividing number of respondent with total population of sample.

Percentage analysis formula

Percentage=No. of
Respondentsx100
Total No. of Respondents

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Chi-square analysis
Chi-square is a statistical test commonly used to compareobserved data with
data we would expect to obtain according to a specific hypothesis. The chi-square
test is always testing what scientists call the null hypothesis, which states that there
is no significant difference between the expected and observed result.

In many of the statistical test we have to assume that samples come from populations.

But this procedure is generally referred to as non- parametric methods. The x2 is based
on x2
distribution which was first used by Karl- Pearson’s in the year 1900. The chi-
square describes as the magnitude of frequency between theory and observation.

If x2 is zero, it means that the observed and excepted frequencies completely

coincide greater the value of x2 greater would be the discrepancy between

observed and excepted frequencies.

The Statistics used x2 =

Where O = Observed Frequency

E= Expected / Theoretical Frequency

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GLOBAL SCENERIO

Digital marketing is the strategy and processes that connect advertisers with
their audiences across digital channels. An advertisement itself is a piece of
creative shared via digital inventory
Digital refers to a number of different channels, all used to uniquely engage
audiences and tackle various goals of the conversion funnel. The channels include
display, search, mobile, social, and video. It is considered "Inbound Marketing" in
that it reaches out to audiences while also letting them reach back out.

DIFFERENCE FROM TRADITIONAL ADVERTISING

Traditional refers to linear TV, print, radio, direct mail, and out-of-home
(often known as billboard) advertising. A key differentiator of these medias is
that the messaging is a one-way conversation. This defines traditional as
"Outbound Marketing" in that it reaches out to consumers, but consumers do not
communicate back.

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 Digital Marketing Industry in India

Digital Marketing industry in India is spread to almost all the business sectors.
Some of the applications of E-Marketing are shopping and order tracking, online
banking, payment systems and content management.

The power of digital marketing allows geophysical barriers to disappear

making all consumers and businesses on earth potential customers and suppliers. It
is known for its ability to allow business to communicate and form a transaction
anywhere and anytime.

Digital marketing industry in India is a booming career today. In a country with a

rapid growth economy, it is expected to have a very high significant growth in
Digital marketing career. The growth in the digital marketing trends is making a
very substantial impact on marketing and advertisement. The big picture of Digital
Marketing industry in India cannot be complete if short preview of the past digital
marketing statistics is not made.

Going back to history, International Journal of Advanced Research Foundation

reveals the following in 2016.

Between 1971 and 1972, The ARPANET is used to arrange a sale between
students at the Stanford Artificial Intelligence Laboratory and the Massachusetts
Institute of Technology, the earliest example of electronics or digital commerce.

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 1979: Michael Aldrich demonstrates the first online shopping system.
1981: Thomson Holidays UK is first business-to-business online shopping system
to be installed. 1996: India MART B2B marketplace established in India.
2007: Flipkart was established in India. Every E-marketing or commercial
enterprises uses majorly digital means for their marketing purposes.

From 2013 to March 2015, the investment total increase was 1.5 billion dollars
over the preceding years. There has been an impressive growth up till this present
moment.
Mobile Marketing

Digital marketing overview reveals that Social media has been playing a
supporting role to marketing. Over the years, it has been noticed that 92% of social
media users are from the mobile devices. This enables the size of digital marketing
industries

Video Marketing
Growing need for the visual content has turned video marketing be one of the
most appealing trends of digital marketing in 2017.

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 Email Marketing
❖ Blog
❖ Website
❖ Social media
❖ Email list

Email marketers of some of the most successful marketing agencies claim a return
of $40 for every dollar they invested. From the digital marketing overview, it was
discovered that well- targeted email marketing will be one of the most effective ways of
ensuring conversions in 2017

Search & SEO Marketing

As much as changes is existing in the search engines, marketers are also trying shift their ways of
targeting audience so as to meet up with the current evolution in Digital Marketing industry in
India.

Apart from the above channels through which digital marketing takes place, activities under
Digital Marketing industry in India are not limited to social media, email, content, search engine,
etc. Digital marketing is either done in-house where companies might hire people for their own
or clients’ digital marketing needs. A company may outsource to specialist digital marketing
agencies or given to consultants.

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 Digital Marketing Industry Report 2016

The Digital Marketing Industry Report 2016 was released by Social Beat, one of South India’s
leading digital marketing agencies. The report is based on a survey conducted in May-June 2016.
A total of 376 CMOs and Marketing Heads across India participated in the survey. The companies
that participated in the study were from various sectors and verticals including e- Commerce,
FMCG, Media/Entertainment, Healthcare, Education, Real Estate, and Travel.

By The Time Our Agency Launched In 2004:

• Queen Elizabeth had already sent her first royal email

• PhotoShop 6.0 had been released

• Ridley Scott had long since directed and screened the first ever Apple Mac ad

• The first major spamming incidents by marketers had come and gone

• The World Wide Web was already 15-years old

• Everyone was talking about a thing called Facebook

• Businesses were already using Ad Words to generate traffic

• SEO was a major buzzword

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VISION & MISSION

“To become world’s most trusted Business communication solutions provider for corporate ” We
will achieve this by simplifying yet most effective communication tools through operational
excellence and innovation.

VALUES

• Innovation - Always search of new ways to add value to our service

• Integrity - Ethical and honest towards our customers,Vendors and to society

• Excellence - All ways think there is better way to do things ,Raise the bar always

• Channel Partners - Support our business partners and grow with mutual trust

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TECHNOLOGY

Strong technology platform

As a Digital marketing company we believe strong technology platform is the key

to success. We ensure 99.2 % uptime for all our services and implemented a bunch
of strong company policies to maintain it.

Support

Support team is a vital element for a technology company. We have a dedicated

24* 7 support centre.

Innovation

As our tag line goes we “Innovate Communication Technology”. Innovation is a

continues process, we believe innovating the way of implementing any service also
matters. Our user friendly Web interfaces for Bulk SMS,M-alert, Mobile video
Communication, Android application download tracker and ERCC(Emergency
Response Communication Centre) are standing proof it.

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PRODUCT PORTFOLIO

• Bulk SMS, Whatsapp & E-mail

• Google Ads

• Facebook Ads

• Core banking integration solutions

• Voice & IVR Campaign

• Long code & short Code solution

• International SMS platform ( 80 countries)

• Virtual Number solutions

• IVR solutions

• Toll free number solution

• Call centre solutions

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PRODUCTS

Bulk SMS

Bulk SMS messaging is a legacy description for application-to-person SMS

messaging services. It refers specifically to the sending of large number of SMS
messages to the mobile phones of a predetermined group of recipients.

Today the application-to-person SMS messaging services have evolved to include

bulk SMS messaging alongside the sending of single messages (such as one time
passwords and delivery notifications), interactive messaging (such as group
messaging services), and incoming number services (such as mobile marketing
campaigns, voting or information lines).

GOOGLE ADS

What Are Google Ads & How Do They Work?

Every second, there are 2.3 million searches performed on Google, and the majority
of search results pages include Google ads. Paid for by businesses, Google ads can
be an extremely effective way of driving relevant, qualified traffic to your website
exactly when people are searching for the types of products or services your
business offers.
In this article, you’ll learn what Google ads are, how Google ads work, and why you
should run your own Google ads

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Google Ads Costs

The cost of Google ads varies based on a number of factors, including the
competitiveness of your keywords and industry, your geographic location, the
quality of your advertising campaigns and more

FACEBOOK ADS

The Power of Internet

India is the fastest growing online market in the world, and internet usage grew by
more than 40% in the yearto July.

Indian netizens also appear to spend a considerable amount of time online each day
– up to 8 hours each –which adds extra weight to the basic user numbers.

These users spend plenty of money too; The Times of India reports that Indian
youth will spend more than US$9 billion on mobile internet activities in 2012
alone. That’s more than the GDP of the Bahamas.

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REVIEW OF LITERATURE

P.K. Kannan a,⁎, Hongshuang “Alice” Li b. their study attempt to know about the Our
objectives for this paper are three-fold. First, we develop and describe a framework for research in digital
marketing that highlights the touchpoints in the marketing process as well as in the marketing strategy
process where digital technologies are having and/or will have a significant impact. Next, we organize the
developments and extant research around the elements and touchpoints comprising the framework and
review the research literature in the broadly defined digital marketing space.Using the framework, we
also outline the evolving issues around the touchpoints and associated questions for future research.
Finally, we integrate these identified questions and set a research agenda for future research in digital
marketing For this study questionnaire has been collected among” which provided us with 305 sampling
Digital marketing Online Mobile Internet Search engine User generated content Omni-channel marketing
where used as statistical tool. The result found that” accounted for 7.4% of overall retail spending in the
U.S., the highest percentage since tracking began in 1999 (Phillips, 2015). Sales made through mobile
devices have increased at a rapid rate to between 22% and 27% of all online sales (Rao, 2015; Malcolm,
2015)

Mei-Ying Wu & Li-Hsia Tseng their study attempt to know about the differences in perception
of experiential marketing, customer satisfaction, and customer satisfaction across demographic variables,
the relationship among experiential marketing, customer satisfaction, and customer loyalty, and
applicability of experiential marketing in the online retailing industry For this study questionnaire has
been collected among” According to the descriptive statistics of the sample, the sample comprised
mainly female respondents. Most of the respondents were aged between 20-39, married, and living in
northern cities of Taiwanstrategic experiential modules, experiential marketing, customer satisfaction,
customer loyalty where used as statistical tool. The result found that” This finding suggests that lativ
should be more committed to creating experiences for customers so as to indirectly enhance their
satisfaction. Experiential marketing has a positive relation with customer loyalty (H3). Results showed
that experiential marketing was positively related to customer loyalty

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 Ahmet Andaç , Ferdi Akbıyık & Ahmet Karkar their study attempt to know about the The
internet’s usage aims of participants are as follows: 75.8 percent for communication, 67.0 percent for
research, 44.3 percent for news, 28.9 percent for play, 27.8 percent for shopping and 14.9 percent for
banking respectively For this study questionnaire has been collected among” In the administration of the
study, 3rd and 4th grade students studying in Business Administration in Süleyman Demirel University
located in Isparta were used as samples and an analysis of the questions belonging to content marketing
content, digital content marketing, customer satisfaction where used as statistical tool. The result found
that” : The responds the consumers gave were analyzed with SPSS 17 program. Demographic
characteristics and internet usage frequency were taken into account. How much content marketing is
known and demanded by the consumers and its effect on consumer satisfaction were all investigated in
this application

Tzung-I Tang, Yi-Shun Wang their study attempt to know about the MIS literature has not
addressed the measurement of customer information satisfaction in electronic commerce. Current models
for measuring user information satisfaction (UIS) and end-user computing satisfaction (EUCS) are
perceived as inapplicable as they are targeted primarily towards either conventional data processing or
the end-user computing environment. This study develops a comprehensive model and instrument for
measuring customer information satisfaction (CIS) for web sites that market digital products and services.
This paper first discusses the concepts and definitions of customer information satisfaction from the
literature For this study questionnaire has been collected among” Internet marketing, Digital products and
services, Customer information satisfaction, User information satisfaction, End-user computing
satisfaction. analyzing data from a quota sample of 520 adult respondents. where used as statistical tool.
The result found that.We summarize our findings in a theoretical framework. Based on this framework,
we develop a measurement instrument to measure customer information satisfaction. The procedures
used in generating items, collecting data, and purifying a multiple-item scale are described

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 Dimitrios Drosos , Michalis Skordoulis their study attempt to know about the The MUSA
(Multicriteria Satisfaction Analysis) method is a multicriteria preference disaggregation analysis
technique [63,83]. The method assumes that customer’s global satisfaction depends on criteria
representing satisfaction dimensions; its main objective is the aggregation of judgments into a collective
value function of satisfaction. The method is based on ordinal regression in order to facilitate that global
satisfaction becomes as consistent as possible with customers’ judgments For this study questionnaire has
been collected among” : keeping in mind the fact that the percentage of neutral customers (either
satisfied or dissatisfied) is around 27% of the total sample, a considerable space for improvement is
recorded. natural gas; energy market; customer satisfaction; industrial customers; multicriteria analysis
where used as statistical tool. The result found that” This research received no external funding

Lopo L. Rego, Neil A. Morgan. their study attempt to know about the market share positively
predicts preference heterogeneity, preference heterogeneity negatively predicts future customer
satisfaction, and the direct effect of current market share on future customer satisfaction is weaker when
the effect of preference heterogeneity is accounted For this study questionnaire has been collected
among” for the subset of firmyear observations common in both data sets (approximately 15% of our
sample customer satisfaction, market share, marketing performance, empirical generalizations, brand
portfolio where used as statistical tool. The result found that” In combination with our hypothesis testing
results, these findings raise several important research questions. For example, are there threshold effects
on effect of market share on customer satisfaction? What drives any threshold levels, and are the levels
and their drivers different in different industries

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 Charmaine du Plessis their study attempt to know about the The purpose of this article was to
investigate content marketing’s role in social media content communities to engage with the target
audience in an innate manner. For this study questionnaire has been collected among analysis of 51
practitioner documents relating to business-to-consumer content marketing Digital marketing, Decision
making, business plan where used as statistical tool. The result found that” Three categories with two
subcategories respectively emerged from the data. Table 1 illustrates the three main categories, number of
cases, codes and frequency, which are discussed in more detail below. It can be inferred from this table
that social media content communities are used in content marketing as an alternative way to engage the
target audience. Each category is explained in more detail below.

Manvi Khandelwal , Ashok Sharma , Deepika Varshney , Arti Dagur . “their study attempt to
know about the” It has been in trend that all the content is designed according to the customer‟s need and
which provides some kind of information that can benefit a customer. In this research, an effort has been
made for understanding the use and importance of digital content marketing strategy deployed by
companies/ websites to gain new customers and securing the key customers, evaluating the content
marketing factors which are responsible for the consumer‟s buying behavior and analyzing their
satisfaction are the main objectives. For this study questionnaire has been collected among” The
exploratory study is based on primary data with a sample size of 150 respondents living in Delhi NCR
Content development; Customer satisfaction; Digital content marketing; Digital Marketing; Digital
Strateg where used as statistical tool. The result found that” Content marketing strategy should include
some feature which• can help to gain more satisfaction are: content should be properly designed in terms
of spacing, language, edit cart feature, security logo display, offers and discount should be available on
special occasions and festivals, feedback and review display for each product, live chat option service for
24*7 times, accurate and reliable information about the product should be on website

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 hardik panchal1 “their study attempt to know about the” To Study the impact of Digital
Marketing on Consumer buying behavior. To study the awareness of Digital Marketing.
For this study questionnaire has been collected among” Digital Marketing, Promotion, Buying Behavior,
Marketing Communication This research was done on base of a structured questionnaire for primary data
and the sample size is 100 respondents where used as statistical tool. The result found that” With the
Research conducted, It has been found that there is a relationship between monthly income and the
products purchased by them. Monthly Income of people plays an important role to buy different products
through Digital Channel. It has also been found that there is a significance difference between the
satisfaction level of customer with purchasing products online. Most of the Customers are satisfied with
the products purchased through Digital Channel. A company can do lot more through Digital Marketing
if they understands and delivers what consumer needs.

Miss. Kausar Fiaz Khawaja, Dr. Rahat Hussain Bokhari . “their study attempt to know about
the reliability, navigability, responsiveness, efficiency, functionality, ease of use, usefulness, information
accuracy and web appearance. Only last four factors are significantly related to student satisfaction. It
was noted that student use university portal: for getting information, prefer to use it frequently if it is easy
to use, and apparently look good For this study questionnaire has been collected amongA total of 150
responses were collected, of which 123 were usable Website quality, Student Satisfaction, Task analysis
where used as statistical tool. The result found that” Multiple regression analysis was employed for
investigating the relationship between the service quality factors and student satisfaction. Table 3 depicts
significant F value and 91% strong relationship, with adjusted R 2 of 0.82; indicating that 82% variance
in student satisfaction has been explained by WEBQUAL factors. Looking into the relationship between
factors individually

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RESEARCH METHODOLOGY

Research refers to the organized method consisting of enunciating the

problem, collecting facts, critical analysis of facts and arriving at conclusions. The
first step in formulating a research problem is to identify a general subject area for
study. Starting with a general subject helps to provide focus for the study. Research
frequently begins this way with a curiosity about some phenomenon, problem or
theory. The search for knowledge does not always begin with a clearly defined
research problem or explicit hypothesis. Often research is under taken because the
investigator is curious about, interested in, or perplexed by something.

After identifying the general problem area, the next step is relating the research
problem with existing theory. A study should never be done in a vacuum, but
should take currently exist. Examining how the study is connected to previous
knowledge and using this knowledge as a

guide can be of great benefit is designing the study, interpreting results and
generalizing the findings to other people.

The next step, stating the research problem required narrowing the focus of the
study and explicitly knowing its purpose. The researcher must take the general
subject area of the study; analyze the situation and then state the research problem
precisely.

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Research methodology is a way to solve the research problem systematically.
Consumer research can be made either directly or indirectly. The direct method is to
enquiries among prominent customers, trend setters and opinion leaders by phone,
letters or personal interviews. Discussions, debates and conversations and the results
of these efforts are tabulated and analyzed. The study of consumers like and dislikes,
needs, fashions, intimations and attitudes are absolutely necessary for this study.
Evaluation can be effective only if the researcher is clear about what to evaluate and
for what purpose or with what aim in what much time. The views and desires of the
people have the tendency to undergo change with the growing age, knowledge and
changing surroundings.

RESEARCH DESIGN

A research design is the arrangement of conditions for collection of data in a

mannerthat aims to combine relevance to the research purpose with economy in
process. Questionnaire survey is the method adopted for conducting this study along
with other tools and techniques such as personal interviews, market study, situation
analysis, conversations, opinion survey, technical advice etc. based on the above,
primary and secondary data were collected, tabulated and analyzed to reach the
conclusions. Personal interview along with questionnaire survey were conducted to
achieve the unbiased first-hand information

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METHOD OF DATA COLLECTION

The descriptive research data would collected by primary and secondary data sources.

Primary data
It refers to data that is collected afresh and recorded for the first time. The primary
data is collected using questionnaire and direct personal interview.
Secondary data

The secondary data are those data which are already published. These are collected
from company’s library, journals, websites, annual reports of the company and
previous research reports

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DATA ANALYSIS AND INTERPRETATION

TABLES, GRAPHS & INTERPRETATION

TABLE 4.1 THE EMPLOYESS AGE

Cumulative
Frequency Percent Percent

Valid belo20 11 10.8 10.8

21-25 21 20.6 31.4

26-30 23 22.5 53.9

31-36 28 27.5 81.4

above36 19 18.6 100.0

Total 102 100.0

INTERPRETATION:
In the simple of survey conducted majority of the respondents belongs to the age group of 31-36
year, which contribute to 27.5% of the respondents, followed by 22.5% of them are in the age group of
above 36 years, 20.6% of those are below the group of 21-25 years, and 10.8% of them are in the age
group of below 20 years
The majority of respondents (27.5%) of the respondents are in the group of 31-36 years.

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4.1 THE EMPLOYESS AGE

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TABLE - 4.2 THE EMPLOYEES GENDER

Cumulative
Frequency Percent Percent
Valid Male 38 37.3 37.3

Female 64 62.7 100.0

Total 102 100.0

INTERPRETATION
In the simple of survey majority of the respondents belongs to the gender group of female is 64.which
contributed to 62.7%of the real respondents, followed by 37.3%of them are the male group.
The majority of respondents (62.7%) of the respondents are in the group of female.

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4.2 THE EMPLOYEES GENDER

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TABLE 4.3 THE EMPLOYEES MARITAL STATUS

Valid Cumulative
Frequency Percent Percent Percent
Valid Married 56 54.9 54.9 54.9
Unmarried 46 45.1 45.1 100.0
Total 102 100.0 100.0

INTERPRETATION
In the simple of survey majority of the respondents belongs to the gender group of married
persons is 56, which contributed to 54.9%of the real respondents, followed by 45.1%of them are the
unmarried persons of group.
The majority of respondents (54.9%) of the respondents are in the group married person

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4.3 THE EMPLOYEES MARITAL STATUS

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TABLE 4.4 THE EMPLOYEES EDUCATIONAL QUALIFICATION

Cumulative
Frequency Percent Valid Percent Percent

Valid school level 10 9.8 9.8 9.8

Diploma 18 17.6 17.6 27.5

UG 33 32.4 32.4 59.8

PG 23 22.5 22.5 82.4

professional 18 17.6 17.6 100.0

Total 102 100.0 100.0

INTERPRETION:

The above table showing the education qualification of the respondents reveals that nearly 32.4%
of the respondents are UG degree holders followed by 22.5% of the respondent are PG level holder .
17.6% of the respondent are diploma and professional holder. and least respondent 9.8%
school level.
The majority of respondent (32.4%) qualification is UG holder.

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4.4 THE EMPLOYEES EDUCATIONAL QUALIFICATION

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TABLE 4.5 THE EMPLOYEES MONTHLY INCOME

Cumulative
Frequency Percent Percent
Valid up to 5000 14 13.7 13.7

5000-10000 23 22.5 36.3

10000-20000 27 26.5 62.7

20000-30000 25 24.5 87.3

above30000 13 12.7 100.0

Total 102 100.0

INTERPRETATION:

The above table showing the education qualification of the respondents reveals that nearly26.5% of
the respondents monthly income is 10000-20000 .24.5% respondents monthly income is between
20000-30000 .and 22.5%% of the respondents monthly income 5000-10000. 13.6% respondents are
monthly income up to 5000. Then least 12.7% respondent are having monthly income is between is
above30000
The majority of respondent (26.5%) are eaming up to RS 5,000

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4.5 THE EMPLOYEES MONTHLY INCOME

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 TABLE 4.6 PRODUCT PURCHASED

Valid Cumulative

Frequency Percent Percent Percent

Valid Bulk SMS 55 44.0 44.0 44.0

Voice call 25 20.0 20.0 64.0
Miss call 25 20.0 20.0 84.0
Google Ads 10 8.0 8.0 92.0
Face book 10 8.0 8.0 100.0
Ads
Total 125 100.0 100.0

Interpretation

From the above chart, 44% of respondents Prefer to use Bulk SMS, 20% of
respondents Prefer to use Voice call, 20% of respondents prefer to use Missed call,
only 8% of respondents prefer to use Google Ads, another 8% of respondents Prefer
to use Face book Ads

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4.6 PRODUCT PURCHASED

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TABLE 4.7 EFFICIENCY OF RESPONSE BY GREEN ADS GLOBAL

Valid Cumulative

Frequency Percent Percent Percent

Valid Fair 15 12.0 12.0 12.0

Average 35 28.0 28.0 40.0
Good 46 36.8 36.8 76.8
Excellent 29 23.2 23.2 100.0

Total 125 100.0 100.0

Interpretation

From the above chart, 12% of respondents Says the efficiency of response by Green Ads Global is
Fair, 20% of respondents Prefer to use Voice call, 28% of respondents Says the efficiency of
response by Green Ads Global is Average, 36.8% of respondents Says the efficiency of response
by Green Ads Global is Good, another 23.2% of respondents Says the efficiency of response by
Green Ads Global is Excellent

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4.7 EFFICIENCY OF RESPONSE BY GREEN ADS GLOBAL

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TABLE 4.8 RATING OF DELIVERY PERFORMANCE

Valid Cumulative

Frequency Percent Percent Percent

Valid Fair 5 4.0 4.0 4.0

Average 30 24.0 24.0 28.0
Good 60 48.0 48.0 76.0
Excellent 30 24.0 24.0 100.0

Total 125 100.0 100.0

Interpretation

From the above chart, 4% of respondents Says the delivery performance of services is Fair, 24%
of respondents the delivery performance of services is Average, 48% of respondents Says the
delivery performance of services is Good, 24% of respondents Says the delivery performance of
services is Excellent

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4.8 RATING OF DELIVERY PERFORMANCE

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TABLE 4.9 RATING OF QUALITY OF SERVICE PROVIDED

Valid Cumulative

Frequency Percent Percent Percent

Valid Fair 15 12.0 12.0 12.0

Average 30 24.0 24.0 36.0
Good 60 48.0 48.0 84.0
Excellent 20 16.0 16.0 100.0

Total 125 100.0 100.0

Interpretation

From the above chart, 12% of respondents Says the Quality of Service is Fair, 24% of respondents
the Quality of Service is Average, 48% of respondents Says the Quality of Service is Good, 16%
of respondents Says the Quality of Service is Excellent

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4.9 RATING OF QUALITY OF SERVICE PROVIDED

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TABLE 4.10 MOST INTERESTING FACTOR ABOUT GREENADS GLOBAL

Valid Cumulative

Frequenc Percent Percent Percent

Valid Quality 5 4.0 4.0 4.0

Service 35 28.0 28.0 32.0
Speed 40 32.0 32.0 64.0
Accuracy 15 12.0 12.0 76.0

Support 30 24.0 24.0 100.0

Total 125 100.0 100.0

Interpretation

From the above chart,4% of respondents says Quality is the most interesting factor, 28% of
respondents says Service is the most interesting factor, 32% of respondents says Speed is the most
interesting factor, 12% respondents of says Accuracy is the most interesting factor, 24%
respondents of says Support is the most interesting factor

43
4.10 MOST INTERESTING FACTOR ABOUT GREENADS GLOBAL

44
 TABLE 4.11 SATISFACTION LEVEL OF SPEED OF SERVICE

Valid Cumulative

Frequency Percent Percent Percent

Valid Strongly 20 16.0 16.0 16.0

Satisfied
Satisfied 65 52.0 52.0 68.0
Neutral 40 32.0 32.0 100.0
Total 125 100.0 100.0

Interpretation

From the above chart, 16% of respondents are strongly satisfied with speed of service, 52% of
respondents are satisfied with speed of service, 32% of respondents Neutral with speed of service

45
4.11 SATISFACTION LEVEL OF SPEED OF SERVICE

46
TABLE 4.12 OVERALL RATING FOR GREEN ADS GLOBAL

Valid Cumulative

Frequency Percent Percent Percent

Valid Fair 10 8.0 8.0 8.0

Average 25 20.0 20.0 28.0
Good 70 56.0 56.0 84.0
Excellent 20 16.0 16.0 100.0

Total 125 100.0 100.0

Interpretation

From the above chart,8 % of respondents Rate GreenAds Global is Fair, 20% of respondents Rate
GreenAds Global is Average, 56% of respondents Rate GreenAds Global is Good, 16%
respondents of Rate GreenAds Global is Excellent

47
4.12 OVERALL RATING FOR GREEN ADS GLOBAL

48
 TABLE 4.13 SOUCE MADE TO CONNECT WITH GREENADS GLOBAL

Valid Cumulative

Frequency Percent Percent Percent

Valid Advertisement 20 16.0 16.0 16.0

Google Ads 30 24.0 24.0 40.0
Reference 35 28.0 28.0 68.0
Internet 15 12.0 12.0 80.0
Search
Justdial 25 20.0 20.0 100.0
Total 125 100.0 100.0

Interpretation

From the above chart,16% of respondents says through advertisement they came to
know about GreenAds Global, 24% of respondents says through Google Ads they
came to know about GreenAds Global, 28% of respondents says through Reference
they came to know about GreenAds Global, 12% respondents of says through
Internal Search they came to know about GreenAds Global, 20% respondents of
says through Justdial they came to know about GreenAds Global

49
4.13 SOUCE MADE TO CONNECT WITH GREENADS GLOBAL

50
TABLE 4.14 FACTOR THAT MAKES TO BUY FROM GREENADS

Valid Cumulative

Frequency Percent Percent Percent

Valid Quality 15 12.0 12.0 12.0

Service 40 32.0 32.0 44.0
Speed 20 16.0 16.0 60.0
Accuracy 20 16.0 16.0 76.0

Support 30 24.0 24.0 100.0

Total 125 100.0 100.0

INTERPRETATION

From the above chart,12% of respondents says Quality makes them buy from
greenAds Global, 32% of respondents says Service makes them buy from greenAds
Global, 16% of respondents says Speed makes them buy from greenAds Global,
16% respondents of says Accuracy makes them buy from greenAds Global, 24%
respondents of says Support makes them buy from greenAds Global

51
4.14 FACTOR THAT MAKES TO BUY FROM GREENADS

52
TABLE 4.15 ACCURACY OF DOCUMENTATION

Valid Cumulative

Frequency Percent Percent Percent

Valid Fair 19 15.2 15.2 15.2

Average 38 30.4 30.4 45.6
Good 44 35.2 35.2 80.8
Excellent 24 19.2 19.2 100.0

Total 125 100.0 100.0

Interpretation

From the above chart,15.2 % of respondents Says the Accuracy of documentation is Fair, 30.4%
of respondents the Accuracy of documentation is Average, 35.2% of respondents Says the
Accuracy of documentation is Good, 19.2% of respondents Says the Accuracy of documentation
is Excellent

53
4.15 ACCURACY OF DOCUMENTATION

54
TABLE 4.16 EFFICIENCY OF CUSTOMER SERVICE DEPARTMENT

Valid Cumulative

Frequency Percent Percent Percent

Valid Fair 10 8.0 8.0 8.0

Average 25 20.0 20.0 28.0
Good 50 40.0 40.0 68.0
Excellent 40 32.0 32.0 100.0

Total 125 100.0 100.0

Interpretation

From the above chart,8% of respondents says Effectiveness of customer Service is

Fair , 20% of respondents says Effectiveness of customer Service is Average, 40%
of respondents says Effectiveness of customer Service is Good, 32% respondents of
says Effectiveness of customer Service is Excellent.

55
4.16 EFFICIENCY OF CUSTOMER SERVICE DEPARTMENT

56
TABLE 4.17 FREEQUENCY OFFERS PROVIDED

Valid Cumulative

Frequency Percent Percent Percent

Valid Sometimes 15 12.0 12.0 12.0

Rarely 70 56.0 56.0 68.0
Never 40 32.0 32.0 100.0
Total 125 100.0 100.0

Interpretation

From the above chart,12% of respondents gets offers sometimes, 56% of

respondents gets offers rarely, 32% of respondents never gets offers

57
4.17 FREEQUENCY OFFERS PROVIDED

CHI SQUARE METHOD

.

H0 : Business People are well Aware of digital marketing and is using them effectively

H1 : Business People are not well Aware of digital marketing and is reluctant to use
them.
58
Frequencs

TABLE 4.18 QUALITY OF SERVICE

Observed Expected Residual

N N

Fair 15 31.3 -16.3

Average 30 31.3 -1.3
Good 60 31.3 28.8
Excellent 20 31.3 -11.3
Total 125

TABLE 4.19 SATISFACTION IN SERVICE PROVIDED

Observed Expected Residual

N N

Strongly 20 41.7 -21.7

Satisfied
Satisfied 65 41.7 23.3
Neutral 40 41.7 -1.7
Total 125

59
TABLE 4.20 TEST STATISTICS

Satisfaction with
Quality speed of service
of
Service

Chi- 39.000a 24.400b

Square
Df 3 2
Asymp. .000 .000
Sig.

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Hypothesis 1

Expected Value = (Row Total * Column Total) / Grand Total

Degree of freedom = (r-1)* (c-1)

Asymp sig- .000

Since calculated Value is higher than table value, the null hypothesis is rejected,So that Business
People are happy with the quality of service provided by GreenAds Global Pvt Ltd

Hypothesis 2

Expected Value = (Row Total * Column Total) / Grand Total

Degree of freedom = (r-1)* (c-1)

Asymp sig- .000

Since calculated Value is higher than table value, the null hypothesis is rejected, So that
Business People are satisfied with the service provided by GreenAds Global Pvt Ltd

61
FINDINGS:

1) 44% of Respondents use Bulk SMS Service whereas 20% of people uses Voice call and
Missed call services, only 8% uses both Google ads and facebook Ads
2) 60% of Respondents have above average opinion about the efficiency of response by
GreenAds Global
3) 72% of Respondents are having good and excellent opinion about the delivery of
performance
4) 64% of Respondents are having above average opinion about quality of service

5) Accuracy of documentation have different opinions 30.4% respondents says it is

average,35.2% says it is good and 19.2% says it is excellent
6) 72% of respondents justifies that GreenAds is good & excellent which is a good
response
7) More than 76% of respondents would like to recommend GreenAds Global to their
friends
8) 56% people find it easy to use the products of GreenAds Global where as 36% says it is
ok to use, and the rest 8% opinion is its not good to use.
9) Service, Speed and Support have been voted as the top most interesting facts about
GreenAds Global
10) 68% of respondents are satisfied with the speed of service provided by GreenAds Global

11) About 64% of people are happy with the value they got for the money they spend

12) Reference, Google Ads, justDial, Advertisement, Internet Search this is the order of
sources through which business people comes to know about GreenAds Global
13) Service and Support are the major reasons why respondents keep on buying from
GreenAds Global
14) 72% respondents are quite satisfied with the effectiveness of customer service.

15) GreenAds Global is very reluctant to give offers.

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SUGGESTIONS:

1. The company should try to focus more on Google Ads and facebook Ads, also try to
make business people aware of these services which have a large scope in coming days.

2. Most of the customers are having good opinion about efficiency of response of GreenAds
global, So they must continue the same. At the same time they should also try to give a
little more attention to increase the efficiency of response as some of their clients are
having a little disappointment.

3. 72% of respondents are satisfied with delivery performance of services provided by the
company. So they should try to keep the same for the satisfied respondents. They should
also find the reason for dissatisfaction of other respondents and try to rectify it as soon as
possible

4. More than 60% people are having good response about quality of service provided by the
company. So GreenAds Global should keep an eye on improving their quality of service.

5. The area where the company lacks compared to all other aspects is accuracy of
documentation. So they should give more focus into this area in order to improve the
same.

6. It’s a positive response by respondents that most of them rates greenAds Global as a good
company to do business with. So the future plans should be like improving the rating to
excellence.

7. 76% respondents would like to prefer GreenAds Global to their friends or known
companies as they are satisfied with the service given by the company. This is a good
thing as far as a startup company like GreenAds global is concerned

8. About 46% of respondents doesn’t find it easy to use panels of GreenAds Global. So the
company should find a solution to make their software panels more user friendly.

63
9. Service, speed and support are doing good for GreenAds Global as per
respondents opinions. So company should check whether there is any problem
with other 2 parametersquality and accuracy

10. 68% respondents are satisfied with speed of services of GreenAds Global Which
is a good percentage. Still in order to keep on competing with competitors,
company should try to improve it.

11. 64% respondents thinks GreenAds Global products gives good value to the price,
whereas 24% thinks its average and 12% thinks its just fair, so GreenAds Global
should make a study on the people who said average and fair to know why they
thinks so, and take measures to make up the weak areas.

12. As the company is having several Satisfied clients the major source of new
business leads are through reference itself, GoogleAds and justdial contributes
the other major parts of new leads. Lead through advertisements are too low, So
the company should keep an eye on advertising well to generate new leads and to
make branding of company.

13. Service and support are the major competitive abilities of GreenAds global,
While maintaining these qualities steps should be taken to increase other features
like quality speed and accuracy.

14. Customer Service of GreenAds Global is good as per 72% respondents opinion.
So continue the same way of customer service taking measures to make it much
better as customer service is a very important factor as far as a service providing
company is concerned.

15. The major drawback seen for GreenAds Global is that they are very reluctant to
provide offers to their clients. So the suggestion is to give offers to new clients
atleast so that they can feel the services and thus company can make a new loyal
customer.

64
 CONCLUSION

This study aims to find out the perception, preference in digital marketing, through the
digital marketing company GreenAds Global. This study helps to know the awareness of
business people about the upcoming marketing technologies , also to find out which
type of digital marketing are they preferring and also their preference level compared to
traditional methods. This study revealed that most of the business people are aware of
digital marketing tools, but at the same time most of them prefer to use promotions like
Bulk SMS campaigns, as it is more cost effective. Large scale business people like Real
Estate and Textiles only go for Google ads & Facebook ads like methods. Major part of
the clients are satisfied with the digital marketing tool they used. The most important
factor that attracts them to digital marketing is its measurability. Reports are available
for every digital marketing tool.

This study gives an in-depth analysis of the digital marketing industry influence in
Coimbatore business. This study helped the company to find out their strengths and
weaknesses from the feedback of their clients, it will help them further increase their
work performance. This study helps to gain advantage over competitors by offering
consumers greater value, either through Better Service.

65
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