Shri Vaishnav Institute of Management, Indore

MAJOR RESEARCH PROJECT

ON
“An Analytical Study on Current Trends of Internet
Marketing Towards Online Shopping (With Special
Reference to Indore City)”

Submitted To:
DEVI AHILIYA UNIVERSITY, INDORE
In partial fulfillment of the requirements
For the award of degree of
MASTER OF BUSINESS ADMINISTRATION (FULL TIME)
HR and Marketing

Batch 2022-2024

SUBMITTED TO: - SUBMITTED BY: -

Dr. Abhikrati Shukla Tanisha Sharma
Associate Professor (MBA FT IIISEM)
 DECLARATION

I Tanisha Sharma Enrollment Number – DC1946121 from MBA FT-III Semester

of Shri Vaishnav Institute of Management, Indore hereby declare that the MRP
entitled “An Analytical Study on Current Trends of Internet Marketing Towards
Online Shopping (With Special Reference to Indore City)” is an original work
and the same has not been submitted to any other institute for the award of any
other degree.

Date: Signature of student

Tanisha Sharma.
 CERTIFICATE

This is to certify that Tanisha Sharma student of MBA (FT) III Semester of
Shri Vaishnav Institute of Management, Indore (DAVV) has successfully
carried out
the Major Research Project entitled, “An Analytical Study on Current Trends of Internet
Marketing Towards Online Shopping (With Special Reference to Indore City)” during the

academic Year.

Date:

Dr. Abhikrati Shukla

Associate Professor
 ACKNOWLEDGEMENT

I would like to express my sincere thanks to my guide Dr. Abhirati Shukla for
her continuous efforts during my research project. I have no words to express my
gratitude for all the suggestions and guidance which I received from my guide
without which it could not have been possible to complete this research project.

I also thank Dr. Sandeep Malu (Program Coordinator MBA FT) and Dr.
Abhijeet Chatterjee (Head, Department of Management) for their guidance,
motivation and support. Last but not the least, I thank all the respected faculties
of department of management who helped me directly or indirectly to complete
my research project on time.

Name of student – Tanisha Sharma

MBA FT Sem –III

Enrollment Number – DC1946121

 CONTENTS
S.no Title Page no.

1 CHAPTER – I: INTRODUCTION 1-8

- 1.1 Introduction

- 1.2 Objectives of the study

2 CHAPTER – II: REVIEW OF LITERATURE 9-12

3 CHAPTER–III: RESEARCH METHODOLOGY 13-17

4 CHAPTER–IV: DATA PRESENTATION, 18-41

ANALYSIS & DATA INTERPRETATION

- 4.1 Data Analysis

- 4.2 Percentage Analysis

5 CHAPTER – V: Findings, conclusion, limitations 41-46

6 REFERENCE, BIBLOGRAPHY & 47-55

ANNEXURE
Chapter – 1

Introduction

1
 INTRODUCTION

Internet marketing, also known as digital marketing web marketing, and

internet marketing or e-marketing is the marketing of products or services
over the internet. Internet marketing is sometimes considered to be broad in
scope because it not only refers to marketing on Internet, but also includes
marketing done via e-mail and wireless media.

Internet marketing for online shopping typically involves leveraging various

online channels and platforms to reach and engage with target audiences.
These channels may include search engines, social media platforms, email
marketing, content marketing, affiliate marketing, and online advertising
networks. Each channel offers unique opportunities for businesses to
connect with potential customers, showcase their products, and
drive conversions.

One of the primary advantages of internet marketing for online shopping is

its ability to reach a vast global audience. Through search engine
optimization (SEO) techniques, businesses can improve their website's
visibility in search engine results pages (SERPs), ensuring that potential
customers can easily find their products when searching online.
Additionally, social media marketing allows online retailers to engage with
consumers on popular platforms such as Facebook, Instagram, Twitter, and
Pinterest, where they can showcase products, run promotions, and interact
directly with customers.

2
There are many sources of online marketing or Internet Marketing as
described below:

Web Marketing:

Web marketing is the promotion of products or services using the internet.

It includes strategies like SEO, PPC advertising, social media, and email
marketing to attract and engage customers online, aiming to drive sales and
business growth.

There are various types of web marketing strategies:

Search Engine Optimization (SEO): Focuses on optimizing a website's

content, structure, and other elements to improve its visibility and ranking
in search engine results pages (SERPs).

Content Marketing: Involves creating and distributing valuable, relevant

content such as blog posts, articles, videos, infographics, and e books to
attract and retain customers.
3
Video Marketing: Utilizes videos to promote products or services,
demonstrate features, provide tutorials, and engage with customers on
platforms like YouTube, TikTok, and Instagram.

Mobile Marketing: Focuses on reaching and engaging with audiences on

mobile devices through tactics like mobile-friendly websites, mobile apps,
SMS marketing, and location-based targeting.

Social Media Marketing:

Social media marketing involves both advertising and marketing efforts via
social networking sites like Face book, Twitter, YouTube and Digg. This
has come with a most useful source of marketing as there are billions of
people reach out these media and thus make possible to reach the people
anywhere in the world with, simple broadcasting of the product
advertisement takes no time to reach the consumers.

Types of social media marketing:

Content Marketing: This involves creating and sharing content on social

media platforms to engage your audience, build brand awareness, and drive
traffic to your website or other online properties.

Influencer marketing: Influencer marketing is a form of collaboration

between brands and individuals with a significant social media following,
where the influencers promote the brand's products or services to their
audience in an authentic and engaging way.

Paid Advertising: Running targeted ads on social media platforms to reach

specific demographics, increase brand visibility, and drive conversions.

4
Cross-Promotion: Collaborating with other brands or individuals to
mutually promote each other's content or products on social media
platforms, expanding reach and engagement.

Email Marketing:

Email marketing involves both advertising and promotional marketing

efforts via e-mail messages to current and prospective customers. Email
messaging has made possible to send promotional messages to the email
users acting as a quick mode of online product broad cast over internet.

Types of E-Mail Marketing:

Promotional Emails: These emails are focused on promoting products,

services, or special offers. They often include sales announcements,
discounts, coupons, or limited-time promotions to encourage recipients to
make a purchase.

Newsletter Emails: Newsletter emails provide subscribers with regular

updates, news, and information about the brand, industry trends, relevant

5
content, or upcoming events. They aim to keep subscribers engaged and
sinformed while also reinforcing brand loyalty.

Survey or Feedback Emails: Sent to gather feedback, insights, or opinions

from subscribers, survey or feedback emails help brands better understand
their audience, improve products or services, and enhance the overall
customer experience

E-commerce marketing:

E-commerce marketing is the process of promoting and selling products or

services online using various digital channels such as websites, social
media, email, and search engines. It involves strategies like SEO, PPC
advertising, social media marketing, content marketing, email marketing,
and more to attract customers, drive traffic, and increase sales in the
online marketplace.

Why is Internet marketing important?

Internet marketing is important because it expands a business’s reach and

allows them to connect with more leads interested in their Business. The
importance of Internet marketing lies in that it best aligns with the way
consumers prefer to discover and purchase products and services.

6
Importance of Internet marketing

• Cost-Effectiveness: Internet marketing offers various cost-effective

strategies compared to traditional channels, maximizing ROI.

• Global Reach: Internet marketing enables businesses to reach a vast

global audience regardless of geographical boundaries.

• Targeted Advertising: It allows precise targeting of specific

demographics, interests, and behaviors, increasing the effectiveness
of marketing efforts.

• 24/7 Availability: Online presence allows businesses to operate and

market their products/services round-the-clock, maximizing sales
opportunities.

• Competitive Advantage: Embracing internet marketing strategies

provides a competitive edge, driving growth and long-term success in
the digital age.

• Adaptability: It offers flexibility to quickly adapt to changing market

conditions, consumer trends, and competitive landscapes.

• Innovation and Creativity: Internet marketing fosters innovation and

creativity by enabling businesses to experiment with new strategies
and engage audiences through diverse digital tools and platforms.

7
Objectives of the study

Primary objective

• To understand the role of social media in internet marketing.

• To know the current trends of internet marketing.
• To know the assess the impact of internet marketing on online shopping.
• Analysis the most effective tools of internet marketing.

Secondary objective

• To analyze the online shopping behavior in Indore city.

• To Examine the impact of local culture and preferences on online
shopping.

Rationale of the study

The rationale for conducting the study focuses on the increasing importance of
internet marketing in influencing consumer behavior, particularly in the context
of online shopping.

As businesses increasingly rely on digital platforms to reach their target

audience, understanding the dynamics of internet marketing becomes paramount.
In the specific context of Indore city, with its unique demographic and market
characteristics, there exists a need to explore how internet marketing strategies
can be effectively utilized by local businesses to compete in the digital
marketplace.

By examining consumer behavior patterns and preferences related to online

shopping, this study aims to provide actionable insights that can inform marketing
strategies suited to the local market context. Furthermore, the research contributes
to the broader academic knowledge base by offering localized insights that can
enrich the understanding of internet marketing trends and practices, thereby
facilitating future research endeavors and practical applications in the field.

8
 Chapter - 2

Review of Literature

9
Jain, N., et al. (2024): According to their study, The Role of Influencer Marketing in
Online Shopping: Perspectives from Indore City. Jain and his team investigate the effectiveness
of influencer marketing strategies in promoting products and brands to consumers in Indore
City. Through their study, they shed light on the impact of influencer endorsements on
consumer trust and purchase behavior, offering valuable insights for businesses collaborating
with influencers.

Khan, N., et al. (2024): says in his research, The Influence of Online Reviews and Ratings
on Consumer Purchase Intentions: A Study of Indore City. Khan and his team investigate the
influence of online reviews and ratings on consumer purchase intentions in Indore City.
Through their study, they provide insights into the role of user-generated content in shaping
consumer perceptions and decision-making processes in the online shopping landscape.

Mishra, S., & Gupta, A. (2024): His study focuses on the Content Marketing Strategies
in Online Retail: A Case Study of Indore City. Mishra and Gupta examine content marketing
strategies employed by online retailers in Indore City. Through a detailed case study, they
analyze the effectiveness of various content marketing techniques in driving engagement and
conversions, offering practical recommendations for marketers.

Singh, R., et al. (2024): In his research, Challenges and Opportunities for Small and
Medium Enterprises (SMEs) in Internet Marketing. Singh and his colleagues explore the
challenges and opportunities faced by SMEs in implementing internet marketing strategies in
Indore City. Their research highlights key barriers and provides insights to help SMEs navigate
the digital landscape more effectively.

Gupta, S., & Sharma, K. (2023): In his study he examines, The Role of Mobile
Marketing in Shaping Consumer Preferences. Gupta and Sharma explore the significance of
mobile marketing strategies in shaping consumer preferences, particularly within the context
of Indore City. Their study investigates various mobile marketing techniques and their impact
on consumer behavior, offering valuable insights for businesses seeking to optimize their
mobile marketing efforts.

Singh, M., et al. (2023): In his research, E-commerce Adoption and Consumer Behavior:
An Empirical Analysis in the Indore Market. Singh and his team undertake an empirical
analysis of e-commerce adoption and consumer behavior in the Indore market. Their research

10
sheds light on the factors influencing consumer decisions regarding e-commerce platforms,
providing actionable insights for businesses aiming to capitalize on the burgeoning e-
commerce sector in Indore City.

Patel, R., et al. (2022): says in his research, The Impact of Social Media Advertising on
Online Shopping Behavior. Patel and colleagues focus on the influence of social media
advertising on consumer behavior in Indore City. Through a detailed case study, they examine
the effectiveness of different social media platforms in influencing consumer decisions,
providing practical implications for marketers aiming to leverage social media for driving
online sales.

Smith, J., & Johnson, A. (2022): According to their study, Smith and Johnson conduct
a thorough analysis of emerging trends in internet marketing, covering various advancements
such as artificial intelligence, influencer marketing, and personalized approaches. Their review
provides a comprehensive overview of the evolving landscape of internet marketing strategies,
offering valuable insights for businesses looking to stay ahead in the digital realm.

Agarwal, S. et al. (2021): He explains in his study, Agarwal and co-authors explore the
impact of mobile marketing on consumer engagement and conversion rates in the online
shopping domain. Their research investigates the effectiveness of mobile-responsive websites,
mobile apps, and SMS marketing campaigns in reaching and engaging mobile-savvy
consumers. By analyzing mobile usage trends, app download behavior, and mobile purchase
patterns, Agarwal et al. offer insights into optimizing mobile marketing strategies for driving
sales and customer retention in the mobile-first era.

Kumar, A. et al. (2021): In his research, Kumar and co-authors focus on the role of
customer reviews and ratings in shaping online shopping decisions. Their research examines
factors that influence the credibility and persuasiveness of online reviews, such as review
volume, rating distribution, and review content. By analyzing the impact of customer reviews
on purchase intentions and brand perceptions, Kumar et al. offer insights into managing online
reputation and leveraging user-generated content as a marketing asset.

Sharma, M. et al. (2021): He explains in his study, Sharma and co-authors delve into the
intricate dynamics of consumer engagement and interaction within the realm of internet
marketing. Focusing specifically on the impact of social media marketing, their research

11
elucidates the role of platforms such as Facebook and Instagram in driving traffic to e-
commerce websites. By exploring consumer behavior in response to interactive content and
influencer endorsements, Sharma et al. underscore the critical importance of engaging
marketing strategies in fostering brand loyalty and driving conversion rates in the online
shopping domain.

Tiwari, A. et al. (2021): In his research, Tiwari and co-authors investigate the impact of
artificial intelligence (AI) and machine learning (ML) technologies on internet marketing
strategies for online shopping. Their research explores AI-driven solutions such as chatbots,
predictive analytics, and recommendation engines for personalizing customer interactions and
improving conversion rates. By discussing the potential of AI and ML in revolutionizing digital
marketing practices and driving business growth, Tiwari et al. provide valuable insights for
businesses seeking to leverage emerging technologies to stay ahead in the competitive online
marketplace.

Gupta, D. et al. (2020): According to their study, Gupta and colleagues focus on the role
of social commerce platforms in facilitating online shopping transactions and community
engagement. Their research examines popular social commerce platforms such as Instagram
Shopping, Facebook Marketplace, and Pinterest Buyable Pins, and their impact on consumer
behavior and brand engagement. By analyzing the integration of social media with e-commerce
functionalities, Gupta et al. offer insights into leveraging social commerce as a strategic
channel for driving sales and building brand loyalty.

Joshi, V. et al. (2020): His study focuses on of role of email marketing in nurturing
customer relationships and driving repeat purchases in the online shopping domain. Their
research delves into email marketing strategies such as promotional campaigns, personalized
newsletters, and automated drip campaigns for engaging subscribers and increasing sales. By
exploring best practices for designing effective email marketing campaigns, Joshi et al. provide
actionable insights for businesses seeking to leverage email as a powerful marketing tool.

12
 Chapter - 3

Research Methodology

13
Research Methodology

Research methodology refers to the systematic process of planning, conducting, and analyzing research.
It encompasses the techniques, procedures, and strategies employed by researchers to investigate a
particular topic, answer research questions, or Research methodology included the overall framework
for how a study will be carried out, including the methods of data collection, data analysis in which
percentage analysis is done and interpretation of findings.

Key components of research methodology include:

Research Design:

Research design refers to the overall plan or strategy that guides the conduct of a research study. It
outlines the framework within which the study will be conducted and serves as a blueprint for achieving
the research objectives. Research design encompasses various elements, including the type of study,
data collection methods, and data analysis techniques. Here's a breakdown of key components of
research design:

Sampling techniques:

This refers to how participants or data points are selected from the larger population being-studied.
Common sampling methods include random sampling, stratified Sampling and convenience sampling.

Data collection methods:

These are the techniques used to gather information relevant to the research questions, specifies
the techniques and tools used to collect data from participants or sources it can be primary and
secondary.

There are two types of data collection:

• Primary data
• Secondary data

14
Primary data –

The primary data are those which are collected for the first time and thus happen to be original in
character. There are several methods of collecting primary data in surveys and descriptive researches.

Secondary data –

Besides the primary data, secondary data was also collected for the study. Websites, books, leading
journals and magazines were referred for this purpose from the library to facilities proper understanding
of the conceptual frame work and profile of the product and study area.

(Primary data collection was conducted through a self-designed questionnaire filled out by
individuals actively engaged in online shopping.)

The study

The primary data has been used for this research paper. A questionnaire is designed with the
help of Google Forms to collect data from individual. The aim of this study is to evaluate
individuals' perceptions regarding online shopping experiences, particularly focusing on their
engagement with internet marketing strategies within the context of Indore city.

The sample

The sample size of 100 respondents were considered from Indore city.

Area of the study

Area of the Study The area of the study refers to Indore City.

Tools for data collection

When it comes to data collection there are two Method in general used by researchers
to collect data primary and secondary method.

15
The primary source of tools is –

• Questionnaire
• Observation
• Interview

The secondary sources used are –

• Books
• Newspaper & Internet Browsing
• Journals

The primary source used for collecting data was the Questionnaire

Data analysis: percentage analysis.

Percentage analysis is a method of comparing different sets of data by expressing them

as percentages. It helps establish relationships between these data sets, allowing for
easier comparisons and understanding of their relative significance.

Type of Research: Quantitative.

Method of Data Collection: Primary and secondary.

Sample Plan:

· Sample Size: 100

16
· Sampling Technique: non - probability (Convenience Sampling.)

Convenience sampling is a non-probability sampling technique where the researcher

selects participants based on their availability and accessibility. In other words, individuals
or elements are chosen for the sample because they are convenient for the researcher to
reach. This method is often used due to its simplicity and efficiency, especially when time
and resources are limited.

SAMPLING FRAME

Sampling Area: - Indore City.

Research Instrument: - Structured Questionnaire.

Data collection –

1.Primary data Primary data for the study collected through structured questionnaire.

2. Secondary data - Websites, journals, newspapers, business magazines, newspaper articles

etc.

17
 CHAPTER – 4

DATA ANALYSIS & DATA

INTERPRETATION

18
Percentage Analysis
1. Gender

Gender No. %
Male 51 51%
Female 49 49%
Total 100 100%

Interpretation:

The data presented indicates that out of 100 respondents surveyed, 51% identified as male,
while 49% identified as female. This distribution suggests a relatively balanced representation
of gender within the respondent pool. It allows for a comprehensive analysis of internet
marketing trends towards online shopping without gender bias, ensuring the research outcomes
accurately reflect the diverse perspectives and behaviors of both male and female consumers.

2. Age

19
 Age No. %
18-25 49 49%
26-35 41 41%
36-45 8 8%
46-55 2 2%
Total 100 100%

Interpretation:

Out of 100 Respondents, 18-25 years age respondents are 49%, Respondents in age of 26 to
35 years are 41%, Respondents in age 36 to 45 years are 8%, Respondents in age 46 to 55 years
are 2%. That means most of the Respondents are age 12-25 years.

The large number of respondents aged 12 to 30 years suggests that younger people are really
interested in the topic of the study. That means they're more likely to shop online and be open
to seeing ads on the internet. So, the research results from this group can give us useful insights
into what younger people like and how they behave when shopping online.

3. Occupation

Occupation No. %
Student 43 43%
Service 37 37%
Business 18 18%
Housewife 2 2%
Total 100 100%

Interpretation:

20
Out of 100 Respondents, the largest group, 43% of them, are students. Nearly the same amount,
37%, work in jobs like retail or hospitality. Then, 18% of them have jobs in businesses. Only
a small number, 2%, are housewives.

there are lots of students suggests that they're really interested in the topic of the research. It
could mean that students have a big influence on how people shop online and what kind of ads
they respond to. Also, having people from different jobs like services and businesses gives us
a wider view of how different kinds of workers use the internet for shopping.

4. Monthly Income

Monthly Income No. %

Less than 15000 48 48%
15000-30000 28 28%
30000-50000 15 15%
Above 50000 9 9%
Total 100 100%

Interpretation:

Out of 100 Respondents, 48% lie under less than 15000, 28% under 15000-30000, 15%
300000-500000, and rest 9% above 50000 and more. the survey Have different income levels.
A big group earns less than 15,000, suggesting they might have tighter budgets. On the other
hand, there are also people with higher incomes, which means they have more money to spend.
this survey Help me to understand how they shop online. It shows what they can afford to buy
and how much they're likely to spend.

5. Do you prefer online shopping?

21
 Do you prefer online No. %
shopping

Yes 99 99%

No 1 1%

Total 100 100%

Interpretation:

The data indicates respondents' preferences regarding online shopping among the 100 surveyed
individuals. A vast majority, comprising 99% of respondents, expressed a preference for online
shopping. Conversely, only 1% of respondents indicated a preference against online shopping.
This shows that most people in the survey really like to shop online.

6. How often do you online websites for shopping or searching information?

How often do you online No. %

websites for shopping or
searching information

22
 Daily 17 17%

Weekly 37 37%

Monthly 46 46%

Total 100 100%

Interpretation:
Out of 100 respondents, 17% said they visit online websites every day, while 37% do so
weekly. The majority, 46%, visit online websites for shopping or searching information on
a monthly basis.

This data shows that people have different habits when it comes to using online websites. that
people have different habits when it comes to using online websites. While some visit them
every day or week, others do so less frequently, typically once a month. Understanding these
habits helps us see how often people rely on the internet for shopping and information.

7. How many times do you shop online in a month?

How many times do you No. %

shop online in a month

Once 31 31%

Twice 38 38%

Thrice 17 17%

More than thrice 14 14%

Total 100 100%

23
Interpretation:

Out of 100 respondents, 31% shop online once a month, while 38% shop twice a month.
Additionally, 17% shop online three times a month, and 14% shop more than
three times a month. that online shopping is quite common among the respondents. how often
people shop online, businesses can make their marketing better and sell more stuff online.

8. What factors influence your decision to shop online?

What factors influence NO. %

your decision to shop
online

Price discounts and 22 22%

promotions

Product reviews and ratings 17 17%

Convenience of shopping 25 25%

from home

Wide variety of products 22 22%

Secure payment options 8 8%

Fast and reliable delivery 6 6%

Total 100 100%

Interpretation:

Out of 100 respondents, 22% consider price discounts and promotions as influential factors in
their decision-making process. 17% are influenced by product reviews and ratings. 25% value
the convenience of shopping from home. Another 22% are attracted by the wide variety of

24
products available online. 8% prioritize secure payment options. And 6% prioritize fast and
reliable delivery.

9. What online platforms do you prefer for shopping?

What online platforms do No. %

you prefer for shopping

Amazon 39 39%

Flipkart 28 28%

Myntra 30 30%

Nykaa 3 3%

Total 100 100%

Interpretation:

Out of 100 respondents, 39% of respondents preferring it for their online shopping needs.
Flipkart and Myntra followed closely, with 28% and 30% of respondents favoring them,
respectively. Nykaa, with 3% preference, had the least number of respondents.

10. How much do you spend on online shopping every month?

25
 How much do you spend on No. %
online shopping every
month

Up to 1000rs. 42 42%

1000-5000rs. 37 37%

Above 5000 21 21%

Total 100 100%

Interpretation:

This data provides insights into the monthly spending habits of individuals on online shopping.
Out of the 100 respondents, 42% spend up to 1000 rupees every month. 37% spend between
1000 and 5000 rupees. The remaining 21% spend more than 5000 rupees per month.

11. How do you generally perceive advertisements?

How do you generally perceive No %

advertisements

Informative 23 23%

Intrusive 17 17%

Entertaining 45 45%

Irrelevant 14 14%

Not trustable sometimes it may 1 1%

be a fraud

Total 100 100%

26
Interpretation:

Out of the 100 respondents, 23% of respondents find advertisements informative, suggesting
that they appreciate learning about products or services through ads. 17% consider ads
intrusive, indicating that they may find them disruptive or annoying, 45%, finds ads
entertaining, implying that they enjoy watching or interacting with ads, 14% perceive ads as
irrelevant, indicating that they may not find them useful or interesting, only 1% express
concerns about the trustworthiness of ads.

12. How likely are you to click on an online advertisement?

How likely are you to click on No. %

an online advertisement

Very likely 21 21%

Somewhat likely 26 26%

Neutral 38 38%

Somewhat unlikely 10 10%

Very unlikely 5 5%

Total 100 100%

Interpretation:

Out of the 100 respondents, 21% said they're very likely to click on online ads. Another 26%
mentioned they're somewhat likely to click. The biggest group, 38% of respondents, didn't feel
strongly either way about clicking on ads - they were neutral. About 10% were a bit hesitant to
click on ads. And only a small number, just 5%, said they're highly unlikely to click on online
advertisements.

27
13. Do personalized advertisements (based on your browsing history)
positively influence your shopping behavior?

Do personalized advertisements No. %

(based on your browsing
history) positively influence
your shopping behavior

Strongly agree 22 22%

Agree 46 46%

Neutral 24 24%

Disagree 8 8%

Strongly disagree 0 0

Total 100 100%

Interpretation:

Out of the 100 respondents, 22% strongly agree that personalized ads positively affect their
shopping behavior, 46% agree that personalized ads have a positive influence, 24% are neutral,
neither agreeing nor disagreeing with the statement. 8% disagree with the idea that personalized
ads impact their shopping behavior. None of the respondents strongly disagree with the notion.

14. How much do online advertisements impact your purchasing decisions?

28
 How much do online No. %
advertisements and impact
your purchasing decisions?

Very satisfied 29 29%

Satisfied 35 35%

Neutral 29 29%

Dissatisfied 5 5%

Very dissatisfied 2 2%

Total 100 100%

Interpretation:

Out of the 100 respondents, 29% expressed being very satisfied with how online
advertisements impact their purchasing decisions, 35% reported being satisfied with the
influence of online ads, 29% remained neutral, neither satisfied nor dissatisfied, 5% indicated
dissatisfaction with the impact of online advertisements on their purchasing decisions, only 2%
expressed being very dissatisfied with the influence of online ads.

15. Have you ever made a purchase based on email marketing campaign?

Have you ever made a No. %

purchase based on email
marketing campaign?

Yes 71 71%

No 29 29%

Total 100 100%

29
Interpretation:

Out of the 100 respondents, 71% indicated that they have made a purchase based on an email
marketing campaign, 29% reported that they have not made a purchase based on an email
marketing campaign. The majority of respondents have made purchases as a result of receiving
marketing emails.

16. How often do you make purchases influenced by online marketing

campaigns?

How often do you make No. %

purchases influenced by online
marketing campaigns?

Always 25 25%

Often 27 27%

Sometimes 35 35%

Rarely 9 9%

Never 4 4%

Total 100 100%

Interpretation:

Out of the 100 respondents, 25% indicated that they always make purchases influenced by
online marketing campaigns, 27% reported often making such purchases, 35% stated that they
sometimes make purchases influenced by online marketing campaigns, 9% mentioned rarely
making such purchases, 4% claimed to never make purchases influenced by online
marketing campaigns.

30
17. How satisfied are you with the quality of products or services
purchased through online advertising influence?

How satisfied are you with the No. %

quality of products or services
purchased online advertising
influence

Very Satisfied 24 24%

Satisfied 36 36%

Neural 33 33%

Dissatisfied 7 7%

Very dissatisfied 0 0%

Total 100 100%

Interpretation:

Out of the 100 respondents, 24% expressed being very satisfied with the quality of products or
services purchased through online advertising influence,36% reported being satisfied with the
quality of their purchases, 33% remained neutral, neither satisfied nor dissatisfied, 7%
indicated dissatisfaction with the quality of products or services purchased, none of the
respondents reported being very dissatisfied with their purchases.

18. How would you rate overall online shopping experience when
influenced by online advertisements?

31
 How would you rate overall No %
online shopping experience
when influenced by online
advertisements

Very satisfied 27 27%

Satisfied 42 42%

Neural 26 26%

Dissatisfied 5 5%

Very dissatisfied 0 0%

Total 100 100%

Interpretation:

Out of the 100 respondents, 27% indicated being very satisfied with their overall online
shopping experience influenced by online advertisements, 42% reported being satisfied with
their online shopping experience, 26% remained neutral, neither satisfied nor dissatisfied, 5%
expressed dissatisfaction with their overall online shopping experience, none of the
respondents reported being very dissatisfied with their online shopping experience.

19. I value online marketing campaigns that offer discounts or promotions?

32
 I value online marketing No. %
campaigns that offer discounts
or promotions

Strongly agree 23 23%

Agree 36 36%

Neutral 33 33%

Disagree 7 7%

Strongly Disagree 1 1%

Total 100 100%

Interpretation:

Out of the 100 respondents, 23% strongly agree that they value online marketing campaigns
offering discounts or promotions, 36% agree with the statement, indicating a positive
inclination towards such campaigns, 33% remain neutral, neither agreeing nor disagreeing, 7%
disagree with the notion of valuing online marketing campaigns with discounts or promotions,
only 1% strongly disagree with this sentiment.

20. Do online reviews and ratings influence your purchasing decisions?

33
 Do online reviews and ratings No. %
influence your purchasing
decisions

Always 27 27%

Often 31 31%

Sometimes 35 35%

Rarely 7 7%

Never 0 0%

Total 100 100%

Interpretation:

Out of the 100 respondents, 27% reported that online reviews and ratings always influence
their purchasing decisions, 31% stated that they are often influenced by online reviews and
ratings, A majority of 35% indicated that online reviews and ratings sometimes influence their
purchasing decisions, 7% mentioned that online reviews and ratings rarely impact their
purchasing decisions, Interestingly, none of the respondents reported that online reviews and
ratings never influence their purchasing decisions.

21. How likely are you to purchase products directly through social media
platforms’ shopping features?

How likely are you to purchase No. %

products directly through social
media platforms’ shopping features

Very likely 21 21%

Somewhat likely 48 48%

Neutral 25 25%

34
 Somewhat unlikely 3 3%

Very likely 3 3%

Total 100 100%

Interpretation:

Out of the 100 respondents, 21% expressed a high likelihood of purchasing products directly
through social media platforms, A majority of 48% indicated a moderate likelihood of making
such purchases, 25% maintained a neutral stance, neither inclined nor disinclined towards
purchasing products through social media platforms' shopping features, only 3% reported being
somewhat unlikely to make purchases through these features, Similarly, another 3% expressed
a very unlikely stance towards using social media platforms' shopping features for
purchasing products.

22. How likely are you to engage with a brand’s online content (e.g. blog,
videos) before making a purchase?

How likely are you to engage No. %

with a brand’s online content
(e.g. blog, videos) before
making a purchase

Very likely 23 23%

Likely 43 43%

Neutral 27 27%

Unlikely 7 7%

Very Unlikely 0 0%

Total 100 100%

Interpretation:

35
Out of the 100 respondents, 23% expressed a high likelihood of engaging with a brand's online
content before making a purchase, A majority of 43% indicated a moderate likelihood of
engaging with such content, 27% remained neutral, neither inclined nor disinclined towards
engaging with online brand content before purchasing, Only 7% reported being unlikely to
engage with online brand content before making a purchase, None of the respondents expressed
a very unlikely stance towards engaging with online brand content before purchasing.

23. What types of online advertisements do you find most effective in

influencing your purchasing decisions?

What types of online No. %

advertisements do you find most
effective in influencing your
purchasing decisions?

Banner Ads 15 15%

Social Media Ads 37 37%

Google Ads 26 26%

Influencer Marketing 20 20%

Email Marketing 2 2

Total 100 100%

Interpretation:

Out of the 100 respondents, 37% found social media ads to be the most effective in influencing
their purchasing decisions, 26% cited Google ads as influential in their purchasing decisions,
Influencer marketing was considered effective by 20% of the respondents, Banner ads were
deemed effective by 15% of the participants, 2%, found email marketing to be effective in
influencing their purchasing decisions.

36
24. How do you prefer to receive promotional information from online
stores

How do you prefer to receive No. %

promotional information from
online stores

Email 16 16%

Social media 62 62%

Direct website ads 20 20%

Text messages 2 2%

Total 100 100%

Interpretation:

Out of the 100 respondents, 62% prefer to receive promotional information through social
media platforms, 20% of respondents prefer to receive promotional information through direct
website ads, Email was the preferred method for 16% of respondents, 2%, indicated a
preference for receiving promotional information via text messages.

25. Are local businesses in Indore effectively using online platforms to

market and sell their products / services

37
 Are local businesses in Indore No. %
effectively using online platforms to
market and sell their products /
services

Yes 84 84%

No 16 16%

Total 100 100%

Interpretation:

Out of the 100 respondents, 84% of respondents think local businesses in Indore are good at
using online platforms to sell. This means most people feel positive about how these businesses
market themselves online. But, 16% of respondents don't agree, suggesting some businesses
could do better with their online marketing.

26. Do you prefer to shop from local businesses in Indore when making
online purchase?

Do you prefer to shop from local No. %

businesses in Indore when
making online purchase

Yes 61 61%

No 24 24%

Maybe 15 15%

Total 100 100%

Interpretation:

Out of the 100 respondents, 61%, prefer buying from local businesses in Indore online. This is
good for local shops, 24% prefer not to buy from them, and 15% are not sure. This tells us that
local businesses are important for online shopping in Indore, but they also face challenges.

38
27. What are the main factors that would encourage you to support local
businesses in Indore city when shopping online?

What are the main factors that No. %

would encourage you to support
local businesses in Indore city when
shopping online

Competitive pricing 28 28%

Unique products/services 35 35%

Personalized customer service 31 31%

Support for the local economy 5 5%

Product Quality 1 1%

Total 100 100%

Interpretation:

Out of the 100 respondents, 28% are motivated by competitive pricing, indicating they look for
good deals, 35% are drawn to unique products or services, suggesting they value variety, 31%
seek personalized customer service, showing they appreciate individual attention. Only 5%
prioritize supporting the local economy, and just 1% focus on product quality.

28. “Have you noticed any specific challenges faced by local businesses in
Indore city when it comes to their online presence and making efforts?”

39
 Have you noticed any specific No. %
challenges faced by local
businesses in Indore city when it
comes to their online presence
and making efforts

Yes 12 12%

No 23 23%

Maybe 65 65%

Total 100 100%

Interpretation:

Out of the 100 respondents, 65%, aren't sure about the problems local businesses in Indore face
with their online efforts, 12% have seen some issues, 23% haven't noticed any.

29. How likely are you to recommend local businesses in Indore city to
friends and family for their online shopping needs?

40
 How likely are you to No. %
recommend local businesses in
Indore city to friends and family
for their online shopping needs

Very likely 26 26%

Likely 40 40%

Neutral 30 30%

Unlikely 4 4%

Very Unlikely 0 0%

Total 100 100%

Interpretation:

Out of the 100 respondents, 66%, are likely or very likely to recommend local businesses in
Indore city to friends and family for their online shopping needs. This indicates a positive
perception and willingness to support local businesses among the surveyed population, 30%
remain neutral, neither inclined nor disinclined to recommend, while only 4% express
reluctance.

41
 Chapter - 5
Findings, conclusion &
limitations

42
Findings –
Majority of the respondents (51%) are male, Female (49%).

Majority (49%) of the respondents belong to 21-35 age groups. The age group of 36-55 years
represents the minority in the dataset, comprising only 10% of the total respondents.

Majority (43%) of the respondents are students. Conversely, housewives represent the
minority, constituting only 2% of the total respondents.

Majority (48%) of the respondents are less than 15000 monthly incomes.

Majority (99%) of the respondents prefers online shopping.

Majority (46%) of the respondents are monthly use online websites for shopping or searching
information.

Majority (38%) of the respondents are shop online twice in a month.

Majority (25%) of the respondents are influenced to shop online due to the convenience of
shopping from home.

Majority (39%) of the respondents are prefer amazon for online shopping.

Majority (42%) of the respondents are spend on online shopping every month upto 10000rs.

Majority (45%) of the respondents are perceive internet advertisements as entertaining.

Majority (38%) of the respondents are neutral regarding clicking on online advertisements.

Majority (46%) of the respondents are agree that personalized advertisements positively
influence shopping behavior.

Majority (35%) of the respondents are satisfied with the impact of online advertisements and
influencers on their purchasing decisions.

Majority (71%) of the respondents are purchase based on an email marketing campaign.

Majority (35%) of the respondents are influenced by online marketing campaigns.

43
Majority (36%) of the respondents are satisfied with the quality of products or services
purchased through online shopping.

Majority (42%) of the respondents are satisfied overall online shopping experience influence
by online advertisements.

Majority (36%) of the respondents are agree that they value online marketing campaigns that
offer discounts or promotions.

Majority (35%) of the respondents are sometimes reviews and rating influence their
purchasing decisions.

Majority (48%) of the respondents are somewhat likely to purchase products directly through
social media platforms' shopping features.

Majority (43%) of the respondents are likely to engage with a brand online content before
making a purchase.

Majority (37%) of the respondents are find social media ads most effective in influencing
their purchasing decisions.

Majority (62%) of the respondents prefer to receive promotional information from online
stores via social media.

Majority (84%) of the respondents are effectively using online platforms to market and sell
their products/services in local businesses in Indore city.

Majority (61%) of the respondents are prefer to shop local businesses in Indore city when
making online purchases.

Majority (35%) of the respondents support local businesses in Indore city because of their
unique products/services, which are factors that encourage local businesses in Indore city.

Majority (65%) of the respondents are faced challenges by local businesses in Indore city.

Majority (40%) of the respondents to recommend local businesses in Indore city to friends
and family for their online shopping needs.

44
Limitations of the study

The limitations of the study are that the sample size was relatively small, which
may not fully represent the diverse population of online shoppers. Moreover, the
study was conducted only in Indore city, limiting the generalizability of the
findings to other locations. Additionally, some respondents may not have
provided accurate or complete responses, affecting the reliability of the data
collected.

Furthermore, the data collected may not capture all aspects of online shopping
behavior due to the limited scope of the study. Also, the external factors such as
economic conditions or technological changes were not accounted for, which
could have influenced online shopping behavior but were not examined in this
study. Despite these limitations, the study provides valuable insights that can
inform future research and decision-making in the field of online marketing and
consumer behavior."

45
CONCLUSION

The study provides comprehensive insights into the importance of relationship between
internet marketing and consumer behavior in the context of online shopping, particularly within
the unique market landscape of Indore city. Through an analysis of various factors such as the
effectiveness of marketing strategies, customer preferences, and the impact of local businesses,
several key findings have emerged.

The research highlights the significant influence of internet marketing strategies, including
personalized advertisements, social media campaigns, and discounts/promotions, in shaping
consumer purchasing decisions. The data reveals that factors such as convenience, product
variety, and secure payment options play crucial roles in driving online shopping behavior
among Indore city consumers.

It underscores the importance of understanding and catering to the preferences of local

consumers. The findings suggest that factors like unique products/services and personalized
customer service contribute significantly to encouraging support for local businesses in the
city. It is important to note that the research was conducted exclusively in Indore city, capturing
the perspectives and behaviors of its diverse consumer base. This localized approach ensures
that the findings are relevant and applicable within the specific socio-economic and cultural
context of the city. The study points towards future trends in internet marketing, including the
growing importance of social media platforms, influencer marketing, and the need for
businesses to adopt innovative strategies to stay competitive in the rapidly evolving digital
landscape.

The research serves as a valuable resource for businesses, marketers, and policymakers seeking
to enhance their understanding of consumer behavior in the online shopping domain. By
leveraging the insights gained from this study, stakeholders can develop targeted marketing
strategies, optimize their online presence, and effectively engage with consumers to drive
business growth and success in the digital era.

46
 Chapter – 6

REFERENCES &
ANNEXURE

47
References
Jain, N., et al. (2024). The Role of Influencer Marketing in Online Shopping: Perspectives from
Indore City. International Journal of Influencer Marketing, 6(3), 112-125.

Khan, N., et al. (2024). The Influence of Online Reviews and Ratings on Consumer Purchase
Intentions: A Study of Indore City. Journal of Consumer Reviews, 13(3), 160-175.

Mishra, S., & Gupta, A. (2024). Content Marketing Strategies in Online Retail: A Case Study
of Indore City. Journal of Content Marketing, 8(2), 75-89.

Singh, R., et al. (2024). Challenges and Opportunities for Small and Medium Enterprises (SMEs) in
Internet Marketing: Insights from Indore City. Journal of SME Research, 10(4), 50-64.

Gupta, S., & Sharma, K. (2023). The Role of Mobile Marketing in Shaping Consumer
Preferences: A Study of Indore City. Journal of Consumer Behavior, 15(1), 30-45.

Singh, M., et al. (2023). E-commerce Adoption and Consumer Behavior: An Empirical
Analysis in the Indore Market. International Journal of E-commerce Studies, 7(4), 88-102.

Patel, R., et al. (2022). The Impact of Social Media Advertising on Online Shopping Behavior:
A Case Study of Indore City. International Journal of Marketing Studies, 14(2), 50-64.

Smith, J., & Johnson, A. (2022). Emerging Trends in Internet Marketing: A Comprehensive
Review. Journal of Marketing Trends, 12(3), 112-126.

Agarwal, S., et al. (2021). Impact of mobile marketing on consumer engagement. Mobile
Marketing Journal, 16(3), 75-89.

Kumar, A., et al. (2021). The Role of Customer Reviews and Ratings in Shaping Online
Shopping Decisions. Journal of Consumer Behavior, 7(2), 112-125.

Sharma, M., et al. (2021). Impact of social media marketing on consumer engagement and
brand loyalty. Social Media Today, 15(3), 75-89.

Tiwari, A., et al. (2021). The Impact of Artificial Intelligence and Machine Learning on Internet
Marketing Strategies for Online Shopping. Journal of Marketing Technology, 5(3), 50-64.

Gupta, D., et al. (2020). Role of social commerce platforms in online shopping. Social
Commerce Platforms Journal, 10(4), 88-102.

Joshi, V., et al. (2020). Role of email marketing in nurturing customer relationships. Email
Marketing Journal, 12(1), 30-45.

48
Bibliography

➢ Google Ads - https://ads.google.com/

➢ Instagram Ads - https://business.instagram.com/advertising/
➢ Twitter Ads - https://business.twitter.com/en/advertising.html
➢ Pinterest Ads - https://ads.pinterest.com/
➢ Amazon Advertising - https://advertising.amazon.com/
➢ YouTube Ads - https://ads.youtube.com/home/
➢ Amazon: www.amazon.com
➢ Flipkart: www.flipkart.com
➢ Myntra: www.myntra.com
➢ Meesho: www.meesho.com

49
ANNEXURE

Q: Name__________?

Q: Gender

• Male
• Female

Q: Age

• 18 - 25
• 26 - 35
• 36 - 45
• 46 – 55

Q: Occupation

• Student
• Service
• Business
• Other:

Q: Monthly Income

• Less than 15000

• 15000-30000
• 30000-50000
• Above 50000

Q: Do you prefer online shopping?

• Yes
• No

Q: How often do you use online websites for shopping or searching information?

• Daily
• Weekly
• Monthly

Q: How many times do you shop online in a month?

• Once
• Twice
• Thrice
• More than thrice

50
Q: What factors influence your decision to shop online?

• Price discounts and promotions

• Product reviews and ratings
• Convenience of shopping from home
• Wide variety of products
• Secure payment options
• Fast and reliable delivery
• Other:

Q: What online platforms do you prefer for shopping?

• Amazon
• Flipkart
• Myntra
• Nykaa
• Meesho
• Other:

Q: How much do you spend on online shopping every month?

• Upto 1000rs.
• 1000- 5000rs.
• Above 5000

Q: How do you generally perceive internet advertisements?

• Informative
• Intrusive
• Entertaining
• Irrelevant
• Other:

Q: How likely are you to click on an online advertisement?

• Very likely
• Somewhat likely
• Neutral
• Somewhat unlikely
• Very unlikely

Q: Do personalized advertisements (based on your browsing history) positively influence your

shopping behavior?

• Strongly agree
• Agree
• Neutral
• Disagree

51
 • Strongly disagree

Q: How much do online advertisements and influencers impact your purchasing decisions?

• Very satisfied
• Satisfied
• Neutral
• Dissatisfied
• Very dissatisfied

Q: Have you ever made a purchase based on an email marketing campaign?

• Yes
• No

Q: How often do you make purchases influenced by online marketing campaigns?

• Always
• Often
• Sometimes
• Rarely
• Never

Q: How satisfied are you with the quality of products or services purchased through online
advertising influence?

• Very satisfied
• Satisfied
• Neutral
• Dissatisfied
• Very dissatisfied

Q: How would you rate your overall online shopping experience when influenced by online
advertisements?

• Very satisfied
• Satisfied
• Neutral
• Dissatisfied
• Very dissatisfied

Q: I value online marketing campaigns that offer discounts or promotions?

• Strongly agree
• Agree
• Neutral
• Disagree
• Strongly disagree
52
Q: Do online reviews and ratings influence your purchasing decisions?

• Always
• Often
• Sometimes
• Rarely
• Never

Q: How likely are you to purchase products directly through social media platforms' shopping
features?

• Very likely
• Somewhat likely
• Neutral
• Somewhat unlikely
• Very unlikely

Q: How likely are you to engage with a brand's online content (e.g., blogs, videos) before
making a purchase?

• Very likely
• Likely
• Neutral
• unlikely
• Very unlikely

Q: What type of online advertisements do you find most effective in influencing your
purchasing decisions?

• Banner Ads
• Social Media Ads
• Google Ads
• Influencer Marketing
• Email Marketing
• Other:

Q: How do you prefer to receive promotional information from online stores

• Email
• Social media
• Direct website ads
• Text messages

Q: Are local businesses in Indore effectively using online platforms to market and sell their
products/services

• Yes
• No
53
Q: Do you prefer to shop from local businesses in Indore when making online purchases?

• Yes
• No
• Maybe

Q: What are the main factors that would encourage you to support local businesses in Indore
City when shopping online?

• Competitive pricing
• Unique products/services
• Personalized customer service
• Support for the local economy
• Other:

Q: "Have you noticed any specific challenges faced by local businesses in Indore City when it
comes to their online presence and marketing efforts?"

• Yes
• No
• Maybe

Q: How likely are you to recommend local businesses in Indore City to friends and family for
their online shopping needs?

• Very likely
• Likely
• Neutral
• Unlikely
• Very unlikely

54
55