“TO STUDY THE CONSUMER BEHAVIOUR
TOWARDS DIGITAL MARKETING ON AMAZON”
NAME : VAIBHAV V
REGISTER NO : 39280030
Bachelor of Business Administraton
SCHOOL OF MANAGEMENT STUDIES
SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC I 12B Status by UGC I Approved
by AICTE
Jeppiaar Nagar, RAJIV GANDHI SALAI, CHENNAI - 600 119
DECLARATION
VAIBHAV V (39280030). Hereby declare that the Project Report
entitled “TO STUDY THE CONSUMER BEHAVIOUR TOWARDS
DIGITAL MARKETING ON AMAZON” done by me under the guidance
of Ms. SHEEBA T, M.Com., M.Phil., NET, MBA, SET, School of
Business Administration is submited in partial fulflment of the
requirements for the award of Bachelor of Business Administration
degree.
DATE : 22/04/2022
PLACE : VAIBHAV
I
ACKNOWLEDGEMENT
"Gratitude Is Not A Thing Of Expressiont It Is More A Mater Of Feeling.7 A
project can never become a success with eforts of only one individual. It
require a group of people to complete a project at its best and it's my family
members, my friends and my teacher who have helped me to complete my
project report. This project is a result of dedicated efort. It gives me immense
pleasure to prepare this report on 7A study on consumer behaviour with
respect to Digital Marketing on Amazon.7
The work would not have been possible to come to the present shape without
the guidance, supervision and help of number of people. But I want to
thanksStudents Staf name and details to be incl. as follows Ms. SHEEBA T,
M.Com., M.Phil., NET, MBA, SETfor giving me an opportunity to work on this
project and also for giving me his valuable guidance for the project. Without
his help it would have been impossible for me to complete this project.
Once again want to convey my heartelt thanks to all those people who have
helped and supported me during the course, of completion of my project
report.
II
EXECUTIVE SUMMARY
The main aim of research is to fnd consumer behaviour with respect to digital
marketing on Amazon. To know the shopping behaviour of people of
Hyderabad, that they prefer to buy online or ofine mode of payment .The
objective of this research is to make investigation and analysis for consumer
behaviour towards online shopping in Hyderabad city. The purpe of research is
to discover answers through the application of scientifc Procedures regarding
online shopping and mode of payment.
Here in this research study exploratory research design is selected with
convenience sampling method with 200 sample size. Data is collected through
primary data collection (through questionnaire) and secondary data collection
methods (books, journals, old research reports).
Major fndings made from this research study shows that respondents are
accessing online shopping websites through their mobile phone only and
respondents prefer to buy from Amazon because it is more reliable app.
Limitations of the study are Due to ongoing Pandemic it was very difcult to
conduct the survey. The time period given for study was very limited. The
sample size was very small which is may not represent the entire population of
Hyderabad Region.
III
Table of contents
Chapter No Title Page no.
DECLARATION I
ACKNOWLEDGEMENT II
EXECUTIVE SUMMARY III
Table of contents IV
List of table V
List of chart VI
1 Industry profle 1-6
2 Company profle 7-14
3 Introducton of topic 15-23
4 Research Methodology 24-33
5 Data collecton tool data analysis and 34-46
interpretaton
6 Funding, suggestons conclusion of the study 47-51
7 Annexure 52-55
IV
LIST OF TABLETS
NO OF table Topic Page
no
5.1 Do you prefer online shopping? 35
5.2 At what extent these atributes infuence you to do online 36
shopping instead of ofine
5.3 If you prefer Amazon then why 37
5.3 Which type of product you mostly prefer to buy from 38
Amazon
5.5 What factor do you consider while buying a product 39
5.6 Does review of product maters before buying a product 40
online
5.7 Which problem do you face while shopping from Amazon 41
5.8 How ofen do you see an ad related to a product that you 42
might desire
5.9 What do you think about online payment mode? Is it safe 45
or not
5.12 Why do you prefer online payment rather than Cash on 48
delivery?
V
VI
Chapter –1
INDUSTRY PROFILE
1
1–INTRODUCTION TO E-COMMERCE
E-Commerce or Electronics Commerce is a methodology of modern business, which
addresses the requirements of business organizations. It can be broadly defned as the
process of buying or selling of goods or services using an electronic medium such as the
Internet.
E-commerce refers to the paperless exchange of business information using the following
ways
● Electronic Data Exchange (ED1)
● Electronic Mail (e-mail)
● Electronic Bulletin Boards
● Electronic Fund Transfer (EFT)
● Other Network-based technologies
The internet is being developed rapidly since last two decades, and with relevant digital
economy that is driven by information technology also being developed worldwide. Afer a
long term development of internet, which rapidly increased web users and highly speed
internet connection, and some new technology also have been developed and used for web
developing, those lead to frms can promote and enhance images of product and services
through web site.
The Internet has transformed the way consumers transact for their daily needs be it
ordering food, booking movie tickets or even booking a cab. Online shopping is one category
which has witnessed unprecedented growth in the last two years. This revolution is largely
led by innovations which in many ways are unique to India as compared to rest of the world.
Lack of credit card penetration, poor infrastructure, etc. for many years hindered the
growth of this category. Cash on delivery as a concept is unheard of in many markets and
has been a big driver for trial. Also, instead of investing in building in house delivery team,
brands have been working on tie-ups with grocery stores, India post ete. to increase their
delivery reach. There are many more such examples of innovation and customer centricity
which is driving success for online shopping sites and apps in India.
As the recent researches have indicated that, the internet shopping particularly in business
to consumer (B2C) has risen and online shopping become more popular to many people. For
instance, the Dell computer company have reached 18 million dollars sales through t e
internet during the frst quarter of 1999. As a result, about 30% of its 5.5 billion dollars total
sales were achieved through the internet (Moon, 2004). Therefore, to understand internet
shopping and its impact on consumer behaviour could help companies making use of it as a
form of doing e- business.
2
1.2 Features of E-Commerce
E-Commerce provides the following features .
● Non-Cash Payment E-Commerce enables the use of credit cards, debit cards, smart
cards, electronic fund transfer via bank's website, and other modes of electronics
payment.
● 24x7 Service availability E-commerce automates the business of enterprises and the
way they provide services to their customers. It is available anytime, anywhere.
● Advertising/Marketing E-commerce increases the reach of advertising of products
and services of businesses. It helps in beter marketing management of
products/services.
● Improved Sales Using e-commerce, orders for the products can be generated
anytime, anywhere without any human intervention. It gives a big boost to existing
sales volumes.
● Support E-commerce provides various ways to provide pre-sales and post-sales
assistance to provide beter services to customers.
● Inventory Management E-commerce automates inventory management. Reports
get generated instantly when required. Product inventory management becomes
very efcient and easy to maintain
● Communication improvement E-commerce provides ways for faster, efcient,
reliable communication with customers and partners.
The advantages of e-commerce can be broadly classifed into three major
categories
● Advantages to Organization
● D Advantages to Consumer.
● Advantages to Society.
Advantages to Organizatons
1.E-commerce improves the brand image of the company
2.E-commerce helps organizations to provide beter customer service
3.E-commerce helps to simplity the busıness processes and makes them faster and
efcient. .E-commerce reduces the paper work.
Advantages to Customers:
1.lt provides 24x7 support. Customers can enquire about a product or service and
place orders anytime, anywhere from any location.
2.E-commerce application provides users with more options and quicker delivery of
products.
3. E-commerce application provides users with more options to compare and select
the cheaper and beter options.
Advantages to Societv:
1. Customers need not travel to shop a product, thus less trafc on road and low air
pollution.
2. E-commerce helps the government to deliver public services such as healthcare,
education,
social services at a reduced cost and in an improved manner.
3. E-commerce helps in reducing the cost of products, so less afuent people can also
aford the products.
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BIBLOGRAPHY
● BOOKS:
● Philip Kotler, Kevin Lane Keller, marketing management, (12 edition)
● Pearson education(2008) Malhotra N.K, Marketing research an applied
orientation(4 edition
● Arjun Mital, 7E-commerce It's Impact on consumer Behavior7nGlobal Journal
Management and Business Studies
● WEBSITE
● htp //www.academia.edu/24284430/fator-afecting-online//behaviou
● htps //www.amazon.in/?ieUUTF8eextvvrncUhietagUgooghydrabk-
● htps //mailchimp.com/marketing-glossary/digital-marketing/
● htp //www.prnewswire.com/news-releases/global-b2c-e-commerce-and-
online-payment-
MAGAZINE
● Mitra, A. (2013), E-Commerce in India A Review International Journal of
Marketing Financial Services e Management Research, 2(2), pp 126-132
● Gangeshwer, D.K. (2013). E-Commerce or Internet Marketing A Business
Review from Indian Context. International Journal of u- and e-Service, Science
and Technology, 6(6). pp 187-194.
● Sharma, S. e Mital, S. (2009). Prospects of e-commerce in India. Asian Journal
of Management and Research, 3(2). pp 396-408.
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