IJCRT2102290
IJCRT2102290
IJCRT2102290
ABSTRACT:
This research is conducted to know the how the consumers choose the product in the online marketing
services and this also showed the various tools that influence the consumer’s to choose the product in the
online marketing sites. There are various online marketing tools that attracts the consumers such as Word
of Mouth, Advertising etc. Not all the consumers had the same preference but majority of the consumers
choose online marketing as useful one. Our results showed that the residents of Tamil Nadu who are active
on internet prefer online marketing to fulfil their day-to-day life’s requirements. This also showed that the
consumers prefer prints and commercials to choose their brands in online marketing and the consumers
spend more time in viewing the products before buying it through online marketing. The major tool that
makes the consumers to buy the product through online is the Advertising and majority of the consumers
are satisfied with the online marketing services. Advertising through various networks plays a major role
in the effectiveness of the online marketing services.
ABSTRACT:
This research is conducted to know the how the consumers choose the product in the online marketing
services and this also showed the various tools that influence the consumer’s to choose the product in the
online marketing sites. There are various online marketing tools that attracts the consumers such as Word
of Mouth, Advertising etc. Not all the consumers had the same preference but majority of the consumers
choose online marketing as useful one. Our results showed that the residents of Tamil Nadu who are active
on internet prefer online marketing to fulfil their day-to-day life’s requirements. This also showed that the
consumers prefer prints and commercials to choose their brands in online marketing and the consumers
spend more time in viewing the products before buying it through online marketing. The major tool that
makes the consumers to buy the product through online is the Advertising and majority of the consumers
are satisfied with the online marketing services. Advertising through various networks plays a major role
in the effectiveness of the online marketing services.
INTRODUCTION
In this modern era, traditional marketing is fading away and the online marketing emerges as a potential one
to both consumers and business. This online marketing has spread on many different branches like social
media, blogs and chat forums. The consumers found the online marketing as useful and efficient tool that
saves time, where they have various range of products, discounts. At the same time the business could easily
increase their sales through online marketing services. The buying behaviour of the customers depends on
various factors such as features, quality and time, accessibility. Online marketing can influence the
consumer’s buying behaviour and alter their choices. It is the purpose of this research to study the
consumer’s buying behaviour towards online marketing which was influenced by various tools and
techniques.
Online marketing makes the consumers to choose among various alternatives. The advertisements must be
well organized that plays a vital role in attracting the consumers and make them buy the product. Online
marketing helps the consumers to decide in the pre-purchase stage and also make in solving difficulties in
the post-purchase stage, where the consumers may have a concern to change or return the product. Mainly
the consumers use certain factors to filter their buying behaviours that are Security, Privacy and
Trustworthiness.
REVIEW OF LITERATURE
1. The study done to examine the importance of trust from the transaction perspective in e-
commerce. The factors that contributes for trust includes, easy access to description of products and services,
ease of placing orders, order confirmation, order tracking and delivery services. (Srinivasan S., 2004)
2. The study done to examine the shift of people from tradition to online marketing. The results showed that
attitude plays a vital role in the online purchase intention of the consumers. (Kim J. & et al, 2005)
3. Online shopping and online decision making phenomena are governed by number of consumer acceptance
and behavioural aspects and they are also grounded in various theory aspects of consumer decision making.
They are certain factors that influence what we buy, when we buy and why we buy in online such as socio-
cultural influences, psychological factors, marketing efforts, post decision behaviour and experience.
(Kapoor, 2012)
4. The study results that now-a-days the new and latest type of retail shopping is online shopping. It has
been all over the world including India and the knowledge of online shopping is now beginning to increase
rapidly. Analysing the consumer’s behaviour in online shopping is one of the important aspects of the e-
commerce and marketing field. It is a complicated socio-economic phenomenon and involves various other
factors so that there is only limited knowledge about consumer behaviour. (Chandra and Sinha, 2013)
5. Mostly the youngsters are attached to online marketing and hence the elder people don’t use online
shopping much compared to the younger ones. The study also highlights that the respondents between the
ages of 20 to 25 are mostly poised to use online marketing. The study also points out that the youngsters
buy book on online than any other items, because of the cheaper price than the market price with various
discounts and offers. The study also reveals that the price of the product is a greater influencing factor on
online purchase (Shanthi and Kannaiah, 2015)
6. Internet has given great potential for business by connecting them globally. Online Shopping is increasing
among the youngsters, but still it has many barriers like trust issues and safety issues. Therefore the sellers
have to make proper strategies to increase their trust among the consumers. (Mahalaxmi and
Nagamanikandan, 2016)
RESEARCH METHODOLOGY
OBJECTIVES OF STUDY
RESEARCH DESIGN
The study relied on primary data. Data were collected purely in a random manner, with possible permission
from the corresponding respondents through questionnaires.
Descriptive and analytical method has been used. The collected data was suitably classified and tabulated
in the form of simple tables and the data was objectively analyzed and conclusions were drawn based on
percentage analysis and chi square analysis.
Valid Cumulative
Frequency Percent Percent Percent
Age
Valid Cumulative
Frequency Percent Percent Percent
Valid Between 18 to
82 82.0 82.0 82.0
25
Between 25 to
14 14.0 14.0 96.0
35
Between 35 to
4 4.0 4.0 100.0
50
Distribution showing about the way the respondents choose a particular brand in online marketing:
Table no.3
Valid Cumulative
Frequency Percent Percent Percent
Recommendations or
references from friends, 77 77.0 77.0 91.0
family
Distribution showing that the respondents choose a product by viewing it in only one medium or
not:
Table no.4
Valid Cumulative
Frequency Percent Percent Percent
Distribution showing whether the respondents choose prints and commercials to choose the brands:
Table no.5
Distribution showing the knowledge the respondents have about the use of internet:
Table no.6
Valid Cumulative
Frequency Percent Percent Percent
Somewhat
32 32.0 32.0 76.0
knowledgeable
Very well
24 24.0 24.0 100.0
knowledgeable
Valid Cumulative
Frequency Percent Percent Percent
Distribution showing the time the respondents spend in viewing the product before buying in online
market:
Table no.9
Valid Cumulative
Frequency Percent Percent Percent
Valid Cumulative
Frequency Percent Percent Percent
Distribution showing the time the respondents spend before purchasing the product in the online
market:
Table no.11
Strongly
10 10.0 10.0 100.0
disagree
Distribution showing the time period that the respondents have been using online marketing
services:
Table no.12
More than 5
10 10.0 10.0 100.0
years
Distribution showing the number of members in the respondent’s family use online marketing:
Table no.13
Valid Cumulative
Frequency Percent Percent Percent
Table 13 shows the number of members in the respondent’s family use online marketing. In 5% of the
respondent’s family no one uses online marketing. In 65% of respondent's family 2-3 members uses online
marketing. In 5% of families 3-4 members use online market. In 5% of families more than 5 members use
online marketing. In 20% of families only one uses online marketing.
Valid Highly
10 10.0 10.0 10.0
satisfied
Distribution showing the thing that attracts the respondent’s to buy the products online:
Table no.15
Valid Cumulative
Frequency Percent Percent Percent
Wide range of
72 72.0 72.0 100.0
products
Valid Cumulative
Frequency Percent Percent Percent
Wide range of
24 24.0 24.0 100.0
products
Distribution showing the thoughts of the respondent’s about the usage of online marketing:
Table no.17
Valid Cumulative
Frequency Percent Percent Percent
Distribution showing the problems that the respondent’s have in online marketing:
Table no.18
Distribution showing which is better between online marketing and personal buying:
Table no.19
Distribution showing the best ways that make the respondent’s to buy the product in the online
marketing:
Table no.21
Best ways that make the respondent’s to buy the product online
Valid Cumulative
Frequency Percent Percent Percent
Word of mouth
20 20.0 20.0 100.0
communication
Distribution showing opinions of the respondent’s on the statement that the online marketing efforts
of the company increase the sales of the company:
Table no.22
Table no.23
Variables χ2 Value Remarks
Age and level of awareness .040 S
about online shopping.
Gender and selection of .327 S
products.
Income and selection of .295 S
products.
* Significant at 5% percent level
The table 23 shows that the calculated value of chi square is higher than the table value of chi square. So
the null hypothesis is rejected in above 3 cases. Thus it shows there is significant relationship between age
and level of awareness about online shopping, there is significant relationship between gender and selection
of products, there is significant relationship between income and selection of products.
CONCLUSION:
Electronic shopping or online shopping is becoming common in today’s life. The study indicates that the
majority of customer having experience of electronic shopping. Most of the customer finds that it’s very
flexible and it reduces time. Customer also says that all of them are satisfied with the small print of the
merchandise available to them. Customers are satisfied with the choice to get through online shopping. The
study also reveals that main reason for growing importance of online marketing is that the increasing literacy
about internet among people. And it also shows that there’s significant relationship between age and level
of awareness about online shopping, there’s significant relationship between gender and selection of
products, there’s significant relationship between income and selection of products.
REFERENCE
i. Srinivasan S., (2004), “Role of trust in e-business success”, Information Management & Computer
Security, Vol. 12 Iss 1 pp. 66 – 72.
ii. Kim J. & et al, (2005), A consumer shopping channel extension: attitude shift toward online store,
Journal of Fashion Marketing and Management: An international Journal, Vol.9 Iss 1 pp.106-121.
iii. Kapoor, R (2012). Consumer Behaviour: Text and Cases, New Delhi, Tata McGraw Hill Education
Pvt. Ltd., pp. 104.
iv. Chandra, A.K. & Sinha, D. K (2013). Factors affecting the online shopping behaviour: a study with
references to Bhilai Durg, International Journal of Advanced Research in Management and Social
Sciences, Vol.2, No.5.
v. Shanthi, R. and Kannaiah, D. (2015). Consumers’ perception on online shopping, Journal of
Marketing and Consumer Research, 13, pp. 14-20.
vi. Mahalaxmi K. R. and Nagamanikandan P. (2016). A study on online shopping behaviour for apparel:
literature review, International Journal of Innovative research in Technology, 2 (11), pp 194 – 199.
RESEARCH QUESTIONNAIRE
1. Will you buy the product by viewing it in only one medium of market promotion?
Yes
No
3. Do you spend your time in viewing your required products before you buy in online markets?
Yes
Sometimes
No
14. Will you recommend to buy products online rather than buying in personal?
Yes
No
15. Which of the following you find as an effective means of buying the product
Advertising
Personal selling
Direct marketing
Word of mouth communication
17. How long have you been using online marketing services?
Less than a year
1-2 years
3-4 years
More than 5 years
18. Have you satisfied with the online marketing over traditional marketing?
Satisfied
Not satisfied
Highly satisfied
Less satisfied