“A STUDY ON VIDEO MARKETING WHICH INFLUENCE THE
PURCHASE DECISION OF CONSUMER ON NEW PRODUCT
WITH SPECIAL REFERENCE TO MARUTHI SUZUKI IN
BANGALORE”
Project work submitted in partial fulfilment of the requirements for the
Award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
Of
BANGALORE UNIVERSITY
By
SHIVAKUMAR S Y
17NPCMD132
Under the guidance of
LAKSHMI K S
Assistant Professor
REVA INSTITUTE OF SCIENCE AND MANAGEMENT
KATTIGENAHALLI.
Bangalore University 2018–19
SYNOPSIS:
NAME: SHIVAKUMAR S Y
REG NO: 17NPCMD132
TITLE OF THE STUDY:
“A STUDY ON VIDEO MARKETING WHICH INFLUENCE THE PURCHASE DECISION
OF CONSUMER ON NEW PRODUCT WITH SPECIAL REFERENCE TO MARUTHI
SUZUKI IN BANGALORE”.
NEED FOR THE STUDY:
Video marketing as a tactic was likely centralized with creative team as a one-to-many
awareness play, with lots of focus on expensive production and little analysis to show for it.
It’s produced by all team, in a conversational, actionable, and measurable way. Video
marketing can increase conversion rates, increases confidence level of consumer on purchasing
of new product. Video marketing have positive effects on the opinions of consumers. Whether
it’s their perception of the business, their view of the products or what they finally decide to
buy, the videos they see on social media make them more likely to act in positive way.
STATEMENT OF THE PROBLEM:
This study is conducted to analysis the effectiveness and efficiency of video marketing on the
influencing factors that affects the customers new products purchase decision of motor
vehicles. To identify the various elements that has its involvement in the purchasing decision
of people in relation to visual marketing. To identify how company can influence general public
with video marketing.
OBJECTIVES:
To determine the factors that are increase brand awareness through video marketing.
To educate, build trust and establish the value of the new product.
To understand how video marketing influence on consumer buying decision.
To evaluate how video marketing helps the business organisation to adopt E-marketing
method.
To understand the reach and brand positioning of a new product among the public.
SAMPLING:
It is the type of selecting a sample of respondents out of the available samples for the research,
as there are various sampling designs available for the research, for this project I have chosen
simple random design for the selection of respondents from the available samples.
A sample is a representative part of the population. A sample of 80 respondents total has been
randomly selected. The response to various elements under each questions were totalled for the
purpose of various statistical testing.
SOURCES OF DATA:
The information for the investigation fill in as the base for examination, without examination
of genuine information on specific induction can’t be drawn on the inquiry in the examination,
without a significant information it is not workable for a scientist to get the correct discoveries
of an investigation, with the end goal of present examination from the two sources have
accumulated an information to be specific primary information and secondary information.
Primary information:
The primary information are those information which have been collected by the researcher for
the first time, thought the primary data is considered as the fresh data.
Primary data are original data collected for the purpose of a particular study. In the present
study. Primary data have been collected by personal interview method with the help of
questionnaire.
Secondary Information:
The secondary information contains an information which have been as of now gathered and
consented for reason by alternate analysts, this is the information which is promptly accessible
material and as of now deciphered factual proclamations and reports whose information might
be utilized for his/her investigation.
Some of the major sources from which secondary data have been collected
• Various websites
• Business line
• Different marketing journals
Where on the other hand, secondary data is the data which have been already collected by
someone else and which is already passed through the statistical process.-*-
TOOLS FOR DATA COLLECTION:
Data collection is gathering & evaluating data in an orderly manner to obtain perspectives that
help you answer questions. Data collection tools from the root of various projects and market
research works to gather data and extract insights validation purposes. ++The data collection
tool employed varies significantly on the objective of data collection. There are multiple
techniques for collecting data and each one comes with a set of merits and demerits.
Surveys
Interview
Observation
PLAN OF ANALYSIS:
The analysis plan contains a description of the research question and what are the
various steps in the analysis are going to be. The analysis plan is intended as a starting
point for the analysis. It ensures that the analysis can be undertaken in a targeted manner.
Tools used for data analysis and interpretation Statistical tools –statistical is imposing
form of mathematics, it is the aggregate of facts affected to a marked extent by
numerically expressed. Estimated according to reasonable standards accuracy collected
in a systemic manner. These data is used to find out the potential impact of the company.
Student Signature Guide Signature
(Shiva Kumar S Y) (Prof. Lakshmi K S)
17NPCMD132
