International Journal of Advances in Engineering and Management (IJAEM)

Volume 3, Issue 7 July 2021, pp: 417-423 www.ijaem.net ISSN: 2395-5252

Impact of Online Marketing on the Youth: A Study

on Reliance Trends in Bhubaneswr
Dr. Somabhusana Janakiballav Mishra1, Debasish Rout2, Dr.
Ashamayee Mishra3
123
Assistant Professor, Amity Global Business School, Bhubaneswar

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Submitted: 25-06-2021 Revised: 01-07-2021 Accepted: 03-07-2021
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ABSTRACT with Special Reference to Reliance Trends,
Online Marketing has made an enormous buzz in Bhubaneswar.
this time and age. It is exceptionally well known The investigation is likewise to have an
among the youth, yet the middle and older people understanding about client general assessment on
are not immaculate by the flood of online the Reliance Trends. Such an examination will help
marketing. On homegrown front it is utilized for the relationship with evaluating the business
interfacing with companions and family members openings in various portions, which thus will help
and to socialize. On professional front, it has been in knowing the amount it needs to propel its
generally utilized for gaining markets by new business so it can intentionally arrange itself to the
undertakings. Many established companies are customer's necessities. This investigation study
going through operational change in their entitled towards the impact of Digital Marketing on
conventional practices to adjust to this online Youths Buying Behavior Pattern with Special
climate for advancing their items and service all Reference to Reliance Trends, Bhubaneswar.
around the world. Social media has been the latest
and blasting technological advancements. It's II. LITERATURE REVIEW
anything but a wide scope of advantages. In this Kamlesh K Bajaj, Debjani Nag
paper we have made an attempt to find out the (2016)have found in their research that internet has
impact of online marketing on the youth of revolutionized the E-Commerce platform to such
Bhubaneswar with reference to Reliance Trends. an extent that it is almost impossible to ignore
Information was collected from 250 respondents because whether it is normal situation or any
from people living in and around Bhubaneswar unprecedented situation like pandemic, it is going
using a structured questionnaire. The research to rule the market as it has the latest technology on
paper tried to find out various aspect of online its side.
marketing by associating with the youth.
Keywords: Online marketing, Reliance Trends, Dr.C.S.RAYUDU (2016)has deduced
Social media, Bhubaneswar, youth from his findings that digitalization of marketing is
the new norm of modern world. From the activity
I. INTRODUCTION of early access to customers, payment, buying,
The degree of this assessment is to selling to consulting doctors in apps like Practo,
recognize the buying behavior of customers of internet and EDI are the new visions of future.
Reliance Trends. This investigation relies upon A.M. Hasan, M. B. Kunz et al
fundamental data and auxiliary data. It offers help (2006)have speculated in their research that even
to extra assessments for the planned retail region. It though online shopping is new buzzword in the
intends to understand the capacity of the market, still people are very skeptical about the
association in the zone like innovative progression, safety and security of the online transactions. The
rivalry in administration. Cell phones and casual risks of frauds, phishing stilling haunting some
correspondence areas have been given customers which prevent them from buying online.
extraordinary character similarly as using DM. The
current assessment urges researchers to join the Alves S. D. C, Filho L. O. d. D et al
speculative thoughts this endeavor makes the (April 2012)have concluded in their research that
various missions know the impact of Digital plastic cards like credit card have a major role in
Marketing on Youths Buying Behavior Pattern the consumption pattern. Such type of customers is
very indifferent to the risks and safety concerns of
DOI: 10.35629/5252-0307417423 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 417
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 3, Issue 7 July 2021, pp: 417-423 www.ijaem.net ISSN: 2395-5252

online payment. These customers are probably

young, energetic, aggressive and adventurous in SAMPLE PLAN
nature. 1) Sample Unit; Respondents in Bhubaneswar city
2) Sample Size: 250
OBJECTIVES OF THE STUDY 4) Sampling Techniques-Non-Probability
To study the impact of online marketing on the 5) Sampling Instrument-Structured Questionnaire
youth with reference to Reliance Trends.

III. ANALYSIS AND INTERPRETATION OF DATA

Gender of respondents:

Sl. No. Gender of respondents No. of respondents Percentage

1 Male 142 56.8

2 Female 108 43.2

Total 250 100

Analysis:
It can be observed from the above table that about 56.8%(142) of the total respondents are male and 43.2%
(108) are female.
The age group of respondents:
Sl. No. The age group of respondents No. of respondents Percentage

1 15-20 81 32.4

2 20-25 120 48

3 25-30 31 12.4

4 30-35 18 7.2

Total 250 100

Analysis:
The information presented in the above table shows that 32.4% (81) of respondents belong to the age group of
15-20 years, 48% (120) of them are from 20-25 years, 12.4%(31) are from 25-30 years and 7.2% (18) are from
30-35years.

Education of respondents:
Sl. No. Education of respondents No. of respondents Percentage

1 +2 34 13.6

2 UG 92 36.8

3 PG 75 30

4 Others 49 19.6

Total 250 100

DOI: 10.35629/5252-0307417423 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 418
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 3, Issue 7 July 2021, pp: 417-423 www.ijaem.net ISSN: 2395-5252

Analysis:
It can be observed from the above table that about 13.6% (34) of the respondent’s education is +2, 36.8%(92) of
them areUG, about 30%(75) are PG, about 19.6% (49) are having other qualification.

Occupation of respondents:
Sl. No. Occupation of respondents No. of respondents Percentage

1 Student 140 56

2 Businessman 35 14

3 Professional 40 16

4 Corporate Employees 35 14

Total 250 100

Analysis:
It can be observed from the above table that 56% (140) of the total respondents are students, 14% (35) of them
are businessmen, 16% (40) are professionals and 14%(35) are corporate employees.

A. Table showing Monthly Income of Respondents:

Sl. No Monthly income of respondents No. of respondents Percentage

1 10,000 - 20,000 12 7.1

2 20,000 - 30,000 58 34.1

3 30,000 – 40,000 58 34.1

4 More than 40,000 42 24.7

Total 170 100

Analysis:
The above table shows the 7.1% (12)of the respondents have their income level between 10,000 –
20,000, 34.1% (58) having income between 20,000-30,000, 34.1 % (58) of them having income between
30,000-40,000, and about 24.7% (42)of the respondents have 40,000 and above income level.

Do you thinkhaving an impressive website is important to attract customers.

Sl. No. Particulars No. of respondents Percentage

1 Yes 230 92

2 No 20 8

Total 250 100

Analysis:
The above table shows that most of the respondents are 92% (230) agree that having an impressive website is
more important for attracting customers and 8% (20) respondents disagree with the same.

Advertisement in other media is more effective than the advertisement on, social media

DOI: 10.35629/5252-0307417423 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 419
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 3, Issue 7 July 2021, pp: 417-423 www.ijaem.net ISSN: 2395-5252

Sl. No. Particulars No. of respondents Percentage

1 Yes 59 23.6

2 No 191 76.4

Total 250 100

Analysis:
From the above table, it is clear that 23.6% (59) respondents agree that Advertisement through other media is
more effective than ads in online media and 76.4% (191) respondents disagree with the same.

How do you make your purchase decision?

Sl. No Particulars No. of respondents Percentage

1 Watching Ads 182 72.8

2 Reference 28 11.2

3 Based on needs 40 16

Total 250 100

Analysis:
The above table shows that 72.8% (182) of respondents make their purchase decision by watching ads, 11.2%
(28) of respondents decide through reference, 16% (40) make their when needs arise.

Which Media of advertisement do you prefer?

Sl. No. Particulars No. of respondents Percentage

1 Online 142 56.8

2 SMS 48 19.2

3 Newspapers / Magazines 40 16

4 Others 20 8

Total 250 100

Analysis:
From the above table showing the 56.8% (142) of the respondents prefer onlinemedia advertisement,
19.2%(48) prefer SMS, 16% (40) prefer Newspaper / Magazines, 8% (20) prefer others.

What do you need in a website while browsing in online?

Sl. No. Particulars No. of respondents Percentage

1 Attractive design 71 28.4

2 More information 99 39.6

DOI: 10.35629/5252-0307417423 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 420
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 3, Issue 7 July 2021, pp: 417-423 www.ijaem.net ISSN: 2395-5252

3 Discounts, coupons, offers 80 32

Total 250 100

Analysis:
From the above table, it shows that 28.4% (71) of the respondents want to have attractive design in a
website, 39.6% (99) of the total respondents prefer more information about the product an 32% (80) of
respondents wanted discounts, coupons, offers related information in a website.

What is your opinion regarding the Promotional activities of Reliance Trends?

Sl. No. Particulars No. of respondents Percentage

1 Very Good 75 30

2 Good 60 24

3 Average 55 22

4 Poor 35 14

5 Very poor 25 10

Total 250 100

Analysis:
The above table shows the 30% (75) respondent agree that the promotion activity of Reliance Trends is
very good, 24% (60) respondent agree as good, 22% (55) agree as average, 14% (35) agree as poor and 10%(25)
respondents opinion about promotions of Reliance Trends is very poor.

Have you ever visited Reliance Trends website for Purchasing Online:
Sl. No. Particulars No. of respondents Percentage

1 Yes 225 90

2 No 25 10

Total 250 100

Analysis:
From the above table, it is clear that 90% (225) respondents have visited and 10% (25) have not visited Reliance
Trends website for purchasing Online.

Do you feel Technology has changed the Buying Pattern?

Sl. No. Particulars No. of respondents Percentage

1 Yes 228 91.2

2 No 22 8.8

DOI: 10.35629/5252-0307417423 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 421
 International Journal of Advances in Engineering and Management (IJAEM)
Volume 3, Issue 7 July 2021, pp: 417-423 www.ijaem.net ISSN: 2395-5252

Total 250 100

Analysis:
From the above table, it is clear that 91.2% (228) of respondents agree and feel that technology changes buying
behavior patterns and8.8%(22) of respondents disagree with the same.

If Yes, Do you think the online marketing efforts of Reliance Trendsare more effective in reaching the
Customers?
Sl. No. Particulars No. of respondents Percentage

1 Strongly Agree 80 32

2 Agree 65 26

3 Neither Agree Nor Disagree 55 22

4 Disagree 35 14

5 Strongly Disagree 15 6

Total 250 100

Analysis: REFERENCES
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DOI: 10.35629/5252-0307417423 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 422
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Volume 3, Issue 7 July 2021, pp: 417-423 www.ijaem.net ISSN: 2395-5252

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DOI: 10.35629/5252-0307417423 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 423