“A Study on Impact of Digital Marketing activity On Consumer

Buying Behaviour in AJIO”

A REPORT
ON
PROJECT BASED LEARNING – I

Table of Contents

S. No. Contents Page No.

1. Abstract
2. Introduction
3. Literature Review
4. OBJECTIVES OF THE STUDY
5. Research Methodology
6. Sources of Data
7. Sampling
8. Sampling Techniques
9. Hypothesis
10. Data Collection Tools
11. Questionnaire
12. References

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 Abstract

In the highly competitive market and technology advancement with the usage of
internet it has shifted the traditional market to digital marketing strategies.
Digital marketing grabs wide area and in the highly competitive market it
involves exploring business model using digital technologies which reduces
cost and expand business globally. Today digital marketing has a greater scope
of expanding their business in the future as customers are much more satisfied
by doing online shopping as they find digital marketing much safer than
traditional marketing. Digital marketing provide opportunity to the customers to
have a look on the information of the product provided by the company and can
able to do comparison accordingly, so that they are able to enjoy right to choose
and can place order at any time 24*7 at any place. With the updated
technologies and increase in the usage of internet engagement, interconnectivity
of consumers is increasing day by day as a result of which consumer behaviour
changed and organisation should understand the behaviour of consumer. This
research study analyses the impact of digital marketing on consumer buying
behaviour. As a result, digital marketing has positive impact on consumer
buying behaviour, traditional marketing soon should be shifted to digital
marketing.
Keywords: Digital, Digitalisation, Technology, Behaviour.

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 Introduction

Digital Marketing refers to online marketing, internet marketing. Digital Marketing not only
essential for grabbing wide area for marketing but it also equally essential for customers as it
provide number of opportunities to talk directly with customers. In the highly competitive
market and technology advancement with the usage of internet it has shift the marketing
strategies to digital marketing strategies and the way of dealing with the customers with the
passage of time.
Day by day it increases the use of digital marketing as consumer gets wide variety of
products
not only with in particular geographical boundaries but from all over the entire world. The
term digital marketing has become popular over period of time

AJIO

E-commerce, fashion shopping website, officially launched at the Lakme Fashion Week
SS16.
AJIO, a fashion and lifestyle brand, is Reliance Retail’s digital commerce initiative and is the
ultimate fashion destination for styles that are handpicked, on trend and at prices that are the
best you’ll find anywhere.

Celebrating fearlessness and uniqueness, Ajio is constantly looking to bring a fresh, current
and accessible perspective to personal style. With the advanced internet infrastructure built
by JIO and a robust physical retail business built by Reliance Retail, we’re creating a

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differentiated ecommerce model for India through AJIO. This model will entail seamless
integration of online and offline models while innovating across superior customer
experience, delivery services and payment ecosystem.
The AJIO app is available for download on the Apple App Store & Google Play.

DIGITAL MARKETING CHANNELS:

● Twitter.
● LinkedIn.
● Meta
● Google+.
● Website.
● Email Marketing.
● Search Engine Optimisation (SEO)
● Search Engine Marketing (SEM).

REVIEW OF LITERATURE

1. NASEETH AHAMED NIZAR (2022) –

The author exclaimed that the purpose for this analysis is to consider the effect of online
marketing on the consumer's buying option. The goal of this analysis is to define the word
web-based life marketing and consumer purchasing behaviour, to complete a written survey
on customer buying activity and the effect of online networking, to perform critical research
with the aid of surveys and meetings.

2. DIYANA AHMED GHAZIE (2022) –

Concluded that everybody on the web— in reality, everybody is online today. These days, the
Web has proved to be the most significant tool, especially for digital marketing, in their
marketing cycle for the selling of products and administrations. This is because it aims to
save a ton of time, prices and more. The goal of this analysis is to understand the behaviour
of consumers against digital selling in Malaysia.

3. SIMRAN KAUR (2021) –

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Articulated that extraordinarily bad competition and creativity with the usage of the internet,
the traditional industry has switched to digital marketing strategies. Digital marketing
snatches a broad region and requires the analysis of a course of action using emerging
technologies that minimise prices and improve sales across the globe in a highly bad industry.

4.Kamlesh K Bajaj, Debjani Nag (2020) –

(In their study on E-commerce stated)- With the new opportunity’s internet has created global
digital economy. Through the process of consolidation, it has graduated from new technology
to a medium technology. E-Commerce transforms the paper transactions into electronic
transactions which make organisation much easier.

5. DR.C.S. RAYUDU (2020)-

(In their study on E-Commerce E-Business titled)- With the growth of internet has created
the potential vision for Internet. Today traditional market becomes outdated now future
depends on e-commerce, new way of doing market research and using new digital strategies.
It involves all the process from buying to manufacturing and selling off goods by using
Internet.

6. P. Sathya (2019) –

(S.T.E.T Women’s college in their study on A STUDY OF DIGITAL MARKETING AND

ITS IMPACT)- Online shopping is safer for customers today the traditional shopping, each
and every group of customers are aware of digital market today. Because of the availability of
vide variety of products from all over the world customers feel that online shopping is more
easy and less expensive as it eliminates channels in between. In the promotion of digital
market, technical advancement is improving day by day.

7.Andrew T. Stephen (2018)-

(In their study on the role of digital and social media marketing in consumer behaviour
titled)- social media has become crucial part in the growth of usage of internet, as number of
hours youth spent time on social media is almost double from last decades. In short today
people are more attracted towards internet and social media. By using internet consumer
search information provided by organisation and makes comparison among others and then
finally makes purchase decision and also share their experience with others.

8. Sharma M. and Mahlawal Seema (2018) –

By 2018, Indians under 20 will make up 55% of the populace and employ proportionately
higher spending power. In the west, the young fragment has quite often been set in opposition

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to their seniors. Experience, music and other image of 'cool' turned into an ideal formula for
making clique brand that revitalised against the framework.

9. Dr. Venugopal and Swaminathan (2017) –

“A study on the lifestyle of youth and its impact on online shopping". Purchaser conduct
contrasts with regards to the items, value, highlights, quality, bundling, way of life, status,
age, age of the client and so on. The purchasing behaviour since they for the most part follow
the beat of style and taste as per the evolving time.

10. Khasgiwala Vishal and Sainy Monika (2017)-

Hasty purchasing conduct is tested. Rash purchasing is a typical conduct today and can
happen in any setting. Motivation buying openings expanding both the availability to the
items and administrations and the case with which drive buy can be made

OBJECTIVES OF THE STUDY:

1. To study how digital marketing influence buyers.

2. To analyse the impact of digital marketing.
3. To seek what benefits seller gets.
4. How digital marketing aims to achieve business goals
5. To study Ajio’s Dynamic digital marketing strategies.
6. To analyse the impact of digital marketing of Ajio on purchasing
decisions of customers.
7. To find out which type of online advertising is more effective such as
Instagram, email marketing, SEO & SEM, YouTube etc as per the
respondent’s preference.
8. To analyse the effective sale of competitor (MYNTRA, LIFESTYLE,
MAX,)

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 Problems of the study:

1. Security and privacy issues - Ensure your website is transparent about its
cookies, data sharing, and privacy policies.
2. Competition - Your company's content on advertising platforms
distinguishes your brand from the competition. Any monotonous
approach or repeated method will drive the brand out of
the competition in no time.
3. Generating quality - Sometimes the product which we are looking on
these shopping apps are totally different in reality in terms of Quality,
colour, type etc.
4. Being On trend - big companies like Ajio Myntra, Amazon Fashion
always remain on Trend. They are present on all prominent platforms,
communicate with their audiences via different channels and
continuously invest in the platforms' development.

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 Research Methodology:

 Research methodology is a way to systematically show the research

problem. It may be understood as a science of studying how research is
done scientifically. It is necessary for the researcher to know not only the
research methods but also the methodology This Section includes the
methodology which includes.

 The research designs. objectives of study, scope of study along with

research methodology and limitations of study etc.

 This study is based on primary data; it is collected through a scheduled

questionnaire which helped to elicit the opinion of the respondents on the
proposed topic. The study also includes secondary data collected from
publications, journals, the internet, reports, articles, and information
available in the public domain related to the topic.

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 RESEARCH DESIGN
Two types of research design are used: -
1. Exploratory Research
2. Descriptive Research

This project is based on exploratory study as well descriptive study. It was an exploratory
study when the impact of digital marketing on consumer buying behaviour was studied to
know how Ajio’s Digital Marketing Strategy to improve the services in providing better
customer experience and it was descriptive study when detailed study was made for
comparison with Myntra & Amazon Fashion.

SOURCES OF DATA
To fulfil the information, need of the study. The data is collected from primary as well as
secondary sources-

1. PRIMARY SOURCE

Decided primary data collection method because our study nature does not permit us
to apply observational method _ In the survey approach, we selected a questionnaire
method for taking a customer view because it is feasible from the point of view of our
subject & survey purpose. We conducted 100 samples of surveys in our project to
judge the satisfaction level of customers which took home loans.

Sample size for the questionnaire, I have taken the sample size of 300
customers of Reliance Trends which also were using AJIO App.

2. SECONDARY SOURCE: -

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 It was collected from internal sources. The secondary data was collected on the basis
of Google Search Engine, official records, newspapers, magazines, preserved
information in the company’s database and website of the company.

SAMPLING

Sampling refers to the method of selecting a sample from a given universe with
a view to draw conclusions about that universe. A sample is a representative of
the universe selected for study A large sample gives reliable results than a small
sample. However, it is not feasible to target an entire population or even a
substantial portion t achieves a reliable result. So, in this aspect selecting the
sample to study is known as sample size. Hence, for my project my sample size
was 300.
The Sample Size consists of both Professional and Business class people. IT
people, Doctors. Jewellers, Timber Merchants & Real estate Agents are taken as
Sample.

SAMPLING TECHNIQUE

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A random sampling technique was used in the survey conducted Data has been
presented with the help of a bar graph. pie charts, line graphs. Tables were used
for the analysis of the collected data. The data is also nearly presented with the
help of statistical tools such as graphs and pie charts. Percentages and age have
also been used to represent data clearly and effectively.

DATA COLLECTION INSTRUMENT DEVELOPMENT

The mode of collection of data will be based on Survey Method and

Field Activity. Primary data collection will be on personal
interactions. We have prepared the questionnaire according to the
necessity of the data to be collected.

QUESTIONNAIRE

1. Name: - ________________________

2. Gender
• Male
• Female
• Others

3. Age
• Below 25
• 25 - 35
• 35 - 45

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• Above 45

4. Occupation: - ______________________

5. How long have you been using the Ajio service?

• Less than 1 month
• 1 to 6 months
• 6 to 12 months
• More than a year

6. By which mode do you use Ajio service?

• Computer
• Mobile
• Others

7. What are the primary reasons you choose for online shopping?
 Saves time
 Wide variety of products
 Hassle free shopping
 Discounts and offers

8.Which of the following store you visit online?

 Ajio
 Myntra
 Lifestyle
 Amazon Fashion

9. How often do you use ajio in a week?

 Once a week
 Twice a week
 Thrice a week

10.How do you make your payment on E-commerce?

 Debit card / Credit card

 UPI

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  Pay Later
11. What types of products do you usually purchase online?
 Electronics and Gadgets
 Apparel and Fashion items
 Beauty and Personal care products
 Groceries and Daily essentials

12. Are you agree in compare price through different price comparison?
 Strongly Agree
 Agree
 Neutral
 Disagree

13. How would you like to rate ajio service?

 5 Very satisfied
 4 Satisfied
 3 Neutral
 2 Dissatisfied
 1 very dissatisfied

14. How do you feel about the security of your personal and financial information while
using Ajio?
 Very Confident
 Confident
 Neutral
 Unsure
 Unconfident

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 LIMITATIONS OF THE STUDY

 The study is restricted to Bhopal city (Madhya Pradesh state) only and
small sample size of 300 respondents.
 Since all the services are not widely used by all the customers, it is
difficult to draw realistic conclusions based on the survey.
 Interpretation of the data may vary from individual depending on the
individual understanding of the product features and services of the
company.

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 Conclusion / Suggestion

The survey conducted was done for the academic purpose and it demonstrated the impact of
internet-based life of the people. In this survey we focused to known the behaviour of the
scustomer those who buy the product through online channel i.e. e-commerce apps, search
engine, and taste messaging etc. method. By this survey we find the youngsters are widely
exists in these markets. They are interested and easily aware the relevant information terms
and polices etc. The behaviour of the consumer is favour to the digital market. It is good for
the customer and the seller. Those who want to sell their product abroad and provide product
and service benefit to him so easy. These are helpful for them. Online market covered the
broad area at minimum time. It makes lots of customer at a time. In digital marketing where
all types of product information we can receive at a place and so many things. t is a current
survey we see the future scope for the digital marketing and consumer buying behaviour
towards online channels. It’s become good and increases their strength.

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 BIBLIOGRAPHY & WEBLIOGRAPHY

• www.consumerbehaviour-online.com
• www.onlineconsumers.com
• www.google.com
• www.surveys.com
• www.Amazon.com
• www.Ajio.com
• www.myntra.com

REFERENCES

1. NASEETH AHAMED NIZAR (2022)

2. DIYANA AHMED GHAZIE (2022)
3. SIMRAN KAUR (2021)
4. Kamlesh K Bajaj, Debjani Nag (2020)
5. DR.C.S. RAYUDU (2020)
6. P. Sathya S.T.E.T (2019)
7. Andrew T. Stephen (2018)
8. Sharma M. and Mahlawal Seema (2018)
9. Dr. Venugopal and Swaminathan (2017)
10.Khasgiwala Vishal and Sainy Monika (2017)

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