ABSTRACT

The growing use of Internet in India provides varied opportunities for online shopping from both customer and

seller perspective. If Electronic marketers (E-Marketers) know the factors affecting online Indian behavior, the

relationships between these factors and the type of online buyers, they can further develop their marketing

strategies to convert potential buyers into active buyers while retaining its original customer base. This study

focuses on the factors which online buyers takes into consideration while shopping online. This research will

help in finding the impact of e-market on customers’ purchasing patterns and how their security and privacy

concerns about online marketing influences their online buying behavior. The study will further encompass the

various important inputs which will equip the marketers for creating online marketing more lucrative and

assured by adding value to the existing services. Keywords—E-Commerce, Online Consumer Behavior,

Consumer Perception, Customer Relationship E-Commerce can be defined as the process of transferring goods

and services between a buyer and a seller using the internet as a medium of trade. Every year, a new digital

trend emerges, and marketers must remain on top of the developments in order to readily embrace new

technologies and stay ahead of the competition.

Search by voice, Smarter graph, Micro motions, Marketing in virtual reality, more stories, more live videos

artificial intelligence, machine learning Email marketing that is based on engagement Detailed lead profiling

Push notification from Brower, Personalization of content. The objective of the study is to study the

theoretical framework of consumer perception towards digital marketing

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 CONTENTS

CHAPTER TITLES PAGE

NO NO

I INTRODUCTION AND RESEARCH DESIGN 1

II REVIEW OF LITERATURE 6-8

III PROFILE OF THE STUDY 9-14

IV ANALYSIS AND INTERPRETATION 15-56

V FINDINGS, SUGGESTION AND CONCLUSION 58-60

VI ANNEXURE 61-62

VII BIBLIOGRAPHY 63

2
 ACKNOWLEDGEMENT

I would like to take this opportunity to express my deepest gratitude to all those who have contributed
directly or indirectly to the successful completion of this report. This project has been an invaluable
learning experience, and it would not have been possible without the guidance, encouragement, and support
of several individuals.

First and foremost, I would like to convey my heartfelt appreciation to my guide, [Guide’s Name], for their
continuous support, insightful feedback, and patience throughout the development of this project. Their
expert guidance and constructive criticism have been instrumental in shaping my understanding and
helping me overcome challenges at every stage. I am sincerely thankful to [Head of Department’s Name],
Head of the [Department Name], for providing me with the necessary resources, facilities, and a
conducive environment to carry out this work. I would also like to express my gratitude to all the faculty
members of the department for their encouragement, valuable advice, and for imparting the knowledge and
skills that have been vital in the successful completion of this report.

My sincere thanks extend to my classmates and friends, who have been a constant source of motivation and
provided their feedback and assistance whenever required. Their collaboration and support have made this
journey more insightful and meaningful. I am immensely grateful to my family, whose unwavering support,
encouragement, and belief in me have been the foundation of my efforts. Their understanding and
motivation have helped me stay focused and achieve my goals.

Finally, I extend my thanks to all those who have directly or indirectly contributed to the successful
completion of this report. Without their support, this achievement would not have been possible.

3
 A STUDY OF CUSTOMER SATISFACTION
FOR A DIGITAL MARKETING

CHAPTER-1

INTRODUCTION:

Digital marketing refers to advertising delivered through digital channels such as

search engines, websites, social media, email, and mobile apps. Using these online media channels, digital
marketing is the method by which companies endorse goods, services, and brands.
Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers
using the internet and other forms of digital communication. This includes not only email, social media, and
web-based advertising, but also text and multimedia messages as a marketing channel Essentially, if a
marketing campaign involves digital communication, it's digital marketing.

Advantages of digital marketing

The main advantage of digital marketing is that a targeted audience can be reached in a cost-effective
and measurable way. Other digital marketing advantages include increasing brand loyalty and
driving online sales.
The benefits of digital marketing include:

Global reach - a website allows you to find new markets and trade globally for only a small investment.
Lower cost - a properly planned and well targeted digital marketing campaign can reach the right customers
at a much lower cost than traditional marketing methods.
Trackable, measurable results - measuring your online marketing with web analytics and other online metric
tools makes it easier to establish how effective your campaign has been. You can obtain detailed information
about how customers use your website or respond to your
advertising.
Personalization - if your customer database is linked to your website, then whenever someone visits the site,
you can greet them with targeted offers. The more they buy from you, the more you can refine your customer
profile and market effectively to them.

4
 Openness - by getting involved with social media and managing it carefully, you can build customer loyalty
and create a reputation for being easy to engage with.
Social currency - digital marketing lets you create engaging campaigns using content marketing tactics. This
content (images, videos, articles) can gain social currency - being passed from user to user and becoming viral.
Improved conversion rates - if you have a website, then your customers are only ever a few clicks away from
making a purchase. Unlike other media which require people to get up and make a phone call, or go to a shop,
digital marketing can be seamless and immediate.

Disadvantages of digital marketing:

Skills and training - You will need to ensure that your staff have the right knowledge and expertise to carry out
digital marketing with success. Tools, platforms and trends change rapidly and it's vital that you keep up-to-
date.
Time consuming - tasks such as optimizing online advertising campaigns and creating marketing content can
take up a lot of time. It's important to measure your results to ensure a return-on-investment.
High competition - while you can reach a global audience with digital marketing, you are also up against
global competition. It can be a challenge to stand out against competitors and to grab attention among the
many messages aimed at consumers online.
Complaints and feedback - any negative feedback or criticism of your brand is can be visible to your audience
through social media and review websites. Carrying out effective customer service online can be challenging.
Negative comments or failure to respond effectively can damage your brand reputation.
Security and privacy issues - there are a number of legal considerations around collecting and using customer
data for digital marketing purposes. Take care to comply with the rules regarding privacy and data protection.

Background of the Study

The 21st century has witnessed a paradigm shift in the world of commerce, driven by the advent and
proliferation of the internet. This digital revolution has fundamentally altered the way businesses operate and,
more importantly, how they communicate with their customers. Traditional marketing channels like print,
television, and radio, which once dominated the advertising landscape, are now complemented and often
overshadowed by a plethora of digital channels. This new ecosystem, collectively known as digital marketing,
encompasses a wide array of strategies and tactics, including search engine optimization (SEO), social media
marketing (SMM), content marketing, email marketing, and online advertising.

5
For businesses, digital marketing offers unprecedented advantages: global reach, precise targeting capabilities,
real-time campaign tracking, and cost-effectiveness compared to traditional methods. For consumers, it
provides convenience, instant access to information, personalized experiences, and a wider choice of products
and services. However, this symbiotic relationship is not without its complexities. As consumers become more
digitally savvy, they also become more discerning and critical of the marketing messages they encounter.

The Evolution of Digital Marketing

The journey of digital marketing began with the first clickable banner ad in 1994. Since then, its
evolution has been rapid and relentless. The rise of search engines like Google created a new
discipline of SEO. The social media boom of the mid-2000s turned platforms like Facebook, Twitter,
and Instagram into powerful marketing tools. The smartphone revolution further accelerated this
trend, putting the internet—and thus, marketing messages—into the pockets of billions of people
worldwide. Today, we are in an era of AI-driven marketing, personalization, and influencer culture,
making the digital landscape more dynamic and challenging than ever.

Figure 1.1: Growth of Digital Advertising Spends in India (2018-2024)

Statement of the Problem

While businesses are investing heavily in digital marketing, there is a growing disconnect between marketing
6
 efforts and customer perception. Many consumers feel overwhelmed by the sheer volume of digital ads,
leading to "banner blindness" and the widespread adoption of ad-blockers. Concerns about data privacy have
reached an all-time high, with consumers becoming increasingly wary of how their personal information is
being used for targeted advertising. Furthermore, the credibility of online promotions, especially in the realm
of influencer marketing, is often questioned.

This negative perception can lead to customer alienation, brand damage, and ultimately, a poor return on
investment for businesses. Therefore, it is critically important to understand the nuances of customer
perception to develop digital marketing strategies that are not only effective but also ethical and
customer-friendly. This study aims to investigate the factors that shape customer perception towards digital
marketing and to analyze the attitudes of consumers towards its various forms.

Research Questions

This study seeks to answer the following key research questions: -

​ What is the overall perception of customers towards digital marketing?

​ Which digital marketing channels are perceived most positively and negatively by customers?

​ What are the key factors (e.g., personalization, trust, privacy, relevance) that influence customer

perception of digital marketing?

​ How do demographic variables (age, gender, income) affect customer perception towards digital

marketing?

7
 Objectives of the Study

The primary objectives of this research are:

❖​ To comprehensively study the concept of digital marketing and its various channels.

❖​ To analyze the general perception of customers towards digital marketing.

❖​ To evaluate customer perceptions towards specific digital marketing tools like social media marketing,

email marketing, and online ads.

❖​ To identify the key determinants that shape positive and negative customer perceptions.

❖​ To provide actionable suggestions to marketers for improving customer perception of their digital

strategies.

Scope of the Study

The study focuses on the perception of general consumers towards digital marketing. Geographically, while it
draws on global trends, it places a special emphasis on the Indian context, which is one of the fastest-growing
digital markets in the world. The study covers a range of digital marketing channels but primarily concentrates
on those with the most significant customer interface: social media, email, content marketing, and display
advertising. It is intended for an academic audience, particularly for students and professionals in the fields of
marketing and commerce.

Significance of the Study

The findings of this research will be significant for multiple stakeholders:

​ For Businesses and Marketers: It will provide valuable insights into consumer psychology, helping

them design more effective, ethical, and customer-centric marketing campaigns.

​ For Academics and Students: It will contribute to the existing body of knowledge in the field of digital
8
 marketing and consumer behavior, serving as a reference for future research.

​ For Consumers: By highlighting consumer concerns, this study can contribute to the broader

conversation about data privacy and ethical marketing practices, potentially influencing policy and
industry standards.

5 Limitations of Digital marketing:

●​ Nothing is free of cost, not even online marketing. Most people have the perception that digital
advertising and digital branding isn't costly when in reality it is. ...
●​ The trust factor in Online marketing. ...
●​ The issue of Internet fraud and cybercrime. ... Website breakdown and no
internet access. ...
●​ Continuous updating required.

OBJECTIVES OF THE STUDY:

●​ To know the online marketing how to awareness to the consumer and customer.

●​ To find which age group of people make use of online marketing.

●​ To analyze which factors influence the online marketing.

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 SCOPE OF THE STUDY:

Purchasing and selling products and services over the internet without the need of
going physically to the market is what online marketing all about. Online marketing is just like a retail store
marketing is that we do by going to the market but it is done through the internet. Online marketing has
made shopping painless and added more fun online stores offers products description, pictures, comparisons,
price, and much more.

THERE ARE MOST 5 SHOPPING SITES:

Amazon
Flipkart
Myntra
Jabong
Snap deal

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 AMAZON

An amazon is a big, strong, warrior-like woman, someone who reminds you of the mythical Greek
women-warriors, the Amazons. Describing someone as an amazon can sometimes have a negative tinge
But amazon can also be an admiring term for a statuesque,
athletic woman.

FLIPKART

Flipkart is an e-commerce company headquartered in Bangalore, Karnataka, India, and registered in

Singapore. The company initially focused on online book sales before expanding into other product
categories such as consumer electronics, fashion, home essentials, groceries, and lifestyle products.
Personalized gift items

MYNTRA

Myntra is an Indian fashion e-commerce company headquartered in Bengaluru,

Karnataka, India. The company was founded in 2007 to sell personalized gift items. In May 2014,
Myntra.com was acquired by Flipkart.

JABONG

Jabong, which is a subtropical evergreen plant. We named ourselves after the thought of being evergreen
and bright. The orange color in our brand signifies our ability to be adventurous, creative and social.

SNAPDEAL

Snap deal is an online marketplace, based in New Delhi, India. The company was started by Kunal
Bahl, a Wharton graduate as part of the dual degree M&T Engineering and Business program at Penn,
and Rohith Bansal, an alumnus of IIT Delhi

11
 STATEMENT OF THE PROBLEM:

This study has helped to recognize the customer awareness about the online marketing broadly consists of
various commercial content formats delivered by servicing through online marketing, home delivery, cash
on delivery either solicit or un solicit. it however failed to quantity and explain the effectiveness of online
marketing. To know the mind set of people towards online marketing &how its impacts on the mind of the
consumer.

PERIOD OF THE STUDY:

The research is undertaken for the period of 3 months.

RESEARCH DESIGN:

Research is the blueprint for the fulfillment f objectives and answering questions it is a master plan
specifying the method and procedure for collecting and analyzing needed information.

DATA COLLECTION:

DATA:

Data refer to information or facts often, researchers understand by data only numerical data could be
classified into two types i.e.) primary data and secondary data.

PRIMARY DATA:

Primary data is known as the data collected for the first time through filed survey. It has been collected
directly from the sample respondents through questionnaire.

SECONDARY DATA:

It has been already explained that secondary data like such as journals, articles etc.

HYPOTHESIS:

Every researcher understands the term hypothesis is own way. For some it is the starting point of
researcher for some it is the guide point in research for some, it is an integral part of research for some, it
is a statement to be tested or examined.

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 NULL HYPOTHESIS:

Null hypothesis (HO) is formulated only to test whether there is relationship between variable related to
the problem being studied. Usually, the null hypothesis is formed as a negative statement.
HO, there is a no significant relationship between the gender of the respondent and the online marketing.

ALTERNATIVE HYPOTHESIS:

Alternative hypothesis (Ha) is statement, which is accepted, after the null hypothesis is rejected based on
the test result. Usually, the alternative hypothesis is formed as a positive statement.
Ha, there is a significant relationship between the gender of the respondent and the online marketing.

STATISTICAL TOOLS:

o​Table
o​Chart
o​Pie Diagram
o​Percentage
o​ Chi-Square Test

​ PERCENTAGE ANALYSIS:

Percentage are being extensively are employed in the present study.

Tools and techniques used for analysis.

Percentage method refers to a satisfied kind which is used in making comparison between two or more
series of data. Percentage is based on descriptive relationship. It compares the relative items. Since the
percentage reduces everything to a common base and there by allow meaning comparison.
Percentage = Number of Respondents X 100

Total Number of Respondents

13
 CHI SQUARE ANALYSIS

As non-parametric test it can be used to determine if categories data shows dependency or independent it
can also be used to make comparison between theoretical population and data. When the categories are
used thus the chi square test is problem. The test is possible for all researchers to test the goodness of fit
test that association of two variables.
FORMULA
Chi square = x2(O-E)/2/E
X=Chi square
O=Observed frequency
E=Expected frequen

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 CHAPTER-2

CHAPTER-2 REVIEW OF LITERATURE

.
2.1 Conceptual Framework of Customer Perception

Perception is the process by which individuals select, organize, and interpret stimuli from the environment to
create a meaningful picture of the world (Kotler & Keller, 2016). In a marketing context, customer
perception refers to the consumer's impression, awareness, or consciousness about a company or its
offerings. It is a highly subjective process, influenced by a person's needs, values, expectations, and prior
experiences.

In the digital realm, perception is shaped by every interaction a customer has with a brand online—from
visiting a website and seeing a social media ad to reading a review and receiving an email. These multiple
touchpoints collectively form the digital customer experience, which is a key driver of overall perception
(Lemon & Verhoef, 2016). A positive perception can lead to brand loyalty and advocacy, while a negative
one can result in customer churn and negative word-of-mouth.

2.2 Theories Related to Digital Adoption and Attitude

Several theoretical models help explain how users adopt and form attitudes towards new technologies,
including digital marketing channels.

2.2.1 The Technology Acceptance Model (TAM)

Developed by Davis (1989), the Technology Acceptance Model (TAM) is one of the most influential
theories in this area. TAM posits that an individual's acceptance of a new technology is determined by two
key beliefs:

15
 ​ Perceived Usefulness (PU): The degree to which a person believes that using a particular system

would enhance their job performance or life.

​ Perceived Ease of Use (PEOU): The degree to which a person believes that using a particular

system would be free of effort.

In the context of digital marketing, PU could relate to how useful customers find targeted ads for discovering
new products. PEOU could relate to how easy it is to navigate a promotional email or website. TAM
suggests that if a customer perceives a digital marketing channel as both useful and easy to engage with,
their attitude towards it will be positive.

Figure 2.1: The Technology Acceptance Model (TAM)

(A standard diagram showing the relationships between Perceived Usefulness, Perceived Ease of Use,
Attitude Toward Using, Behavioral Intention, and Actual System Use.)

2.2.2 The Unified Theory of Acceptance and Use of Technology (UTAUT)

Venkatesh et al. (2003) proposed the UTAUT model, which integrates elements from eight different models,
including TAM. It identifies four key constructs that determine user acceptance and usage behavior:

16
 ❖​ Performance Expectancy: Similar to Perceived Usefulness.

❖​ Effort Expectancy: Similar to Perceived Ease of Use.

❖​ Social Influence: The degree to which an individual perceives that important others believe they

should use the new system.

❖​ Facilitating Conditions: The degree to which an individual believes that an organizational and

technical infrastructure exists to support the use of the system.

These constructs are moderated by gender, age, experience, and voluntariness of use. This model is highly
relevant as it highlights the role of social influence (e.g., friends' recommendations on social media) in
shaping perceptions of digital marketing.

2.3 Global Perception of Digital Marketing Channels

Research across the globe indicates varied perceptions for different digital marketing channels.

❖​ Social Media Marketing: A study by GoodFirms (2021) found that while 75% of people have

purchased a product because they saw it on social media, a significant portion finds the ads to be
overly aggressive. Consumers value authenticity and user-generated content (reviews, testimonials)
more than direct brand advertisements (De Veirman, Cauberghe, & Hudders, 2017).

❖​ Email Marketing: It is often cited as the channel with the highest ROI. This is because it is largely

permission-based. A report by HubSpot (2022) indicates that consumers prefer to receive

promotional content via email over any other channel. However, the perception turns sharply
negative when emails are unsolicited (spam), irrelevant, or too frequent (Zarouali et al., 2017).

❖​ Content Marketing: Generally viewed very positively. Research by the Content Marketing Institute

shows that consumers feel more positive about a company and are more likely to buy from them
17
 after consuming their content. It is seen as a less intrusive, value-adding form of marketing that
builds trust and authority.

❖​ Online Advertising (Display/Banner Ads): This channel suffers from the most negative perception.

A study by Nielsen revealed that trust in online banner ads is significantly lower than in almost any
other form of advertising. The phenomenon of "banner blindness" is well-documented, and the rise
of ad-blocking software is a direct response to the intrusive and irrelevant nature of many display ads
(Li, 2018).

2.4 Factors Influencing Customer Perception

The literature identifies several critical factors that moderate customer perception.

❖​ Personalization vs. Privacy Paradox: Personalization—tailoring marketing messages to individual

consumers—is a powerful tool. Consumers appreciate relevant offers and content. However, this
often requires collecting vast amounts of personal data, leading to a major conflict with privacy
concerns (Aguirre et al., 2015). Finding the right balance is the "holy grail" for digital marketers.

❖​ Trust and Credibility: Trust is the bedrock of any customer-brand relationship. In the digital world,

trust is influenced by factors like website security (HTTPS), transparent privacy policies, authentic
customer reviews, and credible influencer endorsements. Deceptive practices or data breaches can
irrevocably damage trust.

❖​ Information Overload: The sheer volume of marketing messages can lead to cognitive overload,

causing consumers to tune out and develop a negative attitude towards digital advertising in general
(Jacoby, 1984).

❖​ Intrusiveness: The perceived intrusiveness of an ad is a strong predictor of negative perception.

Pop-up ads, auto-playing video ads, and ads that obstruct content are universally disliked and can
create a strong backlash against the advertiser (Edwards, Li, & Lee, 2002).
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 2.5 The Indian Digital Marketing Landscape

India has over 800 million internet users, making it a critical market for digital businesses. The perception of
Indian consumers is unique in some aspects.

❖​ Mobile-First Audience: A majority of Indian users access the internet via mobile phones. This

means perceptions are heavily influenced by the mobile experience.

❖​ High Social Media Engagement: India has one of the largest user bases for platforms like

WhatsApp, YouTube, Facebook, and Instagram. Social media and influencer marketing are
particularly impactful in this region.

❖​ Value-Conscious Consumers: Indian consumers are known to be price-sensitive and value-driven.

Digital marketing that offers clear value in the form of discounts, deals, and useful information is
perceived very positively.

❖​ Growing Privacy Awareness: While historically lower, awareness about data privacy is rapidly

increasing in India, especially with the introduction of new data protection bills.

2.6 Research Gaps

While extensive research exists on digital marketing effectiveness, there are still gaps in the literature. Most
studies focus on a single channel or a single factor (like privacy). A holistic understanding of how various
factors interact to form an overall perception is less common. Furthermore, much of the foundational
research is from Western contexts. There is a need for more in-depth studies focusing specifically on the
perceptions of consumers in emerging economies like India, considering their unique cultural and
socio-economic context. This study aims to contribute to filling this gap by providing a comprehensive
overview of customer perception with a special focus on the Indian landscape.

19
 2.7 The International Digital Marketing Landscape

EWT Ngai - European journal of marketing, 2003 - Internet marketing (IM) is defined as the process of
building and maintaining customer relationships through online activities to facilitate the exchange of …
However, despite its popularity and importance in the digital economy, no comprehensive literature
review has been is a prominent venue of digital marketing
Koiso - Kantilla - Journal of Marketing Management, 2004 - Taylor & Francis The five digital content
characteristics from the literature review serve as column titles in the figure. The row titles list themes
relevant in digital marketing. Privacy, customization and intellectual property rights are examples of
those themes
KT Smith - Journal of Strategic marketing, 2011 - Taylor & Francis- Literature review. There is general
agreement that digital media have greatly impacted the way a marketer reaches today's consumer. Digital
media refer to electronic media that disseminate information in digital formats … The Internet.
J Järvinen, A Tollinen, H Karafuto… - Marketing …, 2012 This paper proceeds as follows: In the next
section, we discuss the use of digital and social media tools and review the literature on the setting of
objectives, the measurement of and the associated barriers to digital marketing
…

KT Smith - Journal of Consumer Marketing, 2012 - There is potential for future growth and value in
digital marketing, but marketing strategies must be appealing to the consumer. The online generation:
a literature review. Millennials are the biggest generational group since the baby boomers …
MD Stone, ND Woodcock - … of research in interactive marketing, 2014 Research
limitations/implications. The review of literature carried out by … David Stone, M. and David
Woodcock, N. (2014), "Interactive, direct and digital marketing: A future that depends on better use
of business intelligence", Journal of Research in Interactive Marketing.
HM Tuominen, H Karafuto - Journal of Small Business and …, 2015 - The study proceeds as follows.
In the next section we discuss the term digital marketing and its sub-components, and review literature
on the enablers of and barriers to the usage of digital tools in SMEs. In the subsequent section we
20
 present our methodology …
P Centibels, R Carcione, E Esposito - Advanced Science, 2016. This paper analyzes the application of
web-based technologies supporting firms in the area of digital marketing. A systematic review of
literature has identified three research questions regarding the main relational, marketing and search
optimization tools adopted by small
PK Kannan - International Journal of Research in Marketing, 2017 - Elsevier. Using the framework, we
organize the developments and extant research around the elements and touchpoints comprising the
framework and review the research literature in the broadly defined digital marketing space.

21
 J Salo - 2017 - Elsevier by performing a conceptual analysis, a literature review and four expert
interviews, they identified how … Branding has been of increasing interest in industrial marketing
and similar areas, therefore, Lepidines … industrial branding logic and how B2B brands are built in
the digital age.
JR Saura, P Palos-Sánchez, LM Cerda Suárez - Future Internet, 2017 effectiveness of their DM
strategies? Therefore, to achieve these objectives, a Systematic Literature Review has been carried
out based on two main themes (i) Digital Marketing and (ii) Web Analytics. The search terms
consulted in
SS Muhammad, BL Dey, V Weerakkody Information Systems Frontiers.

Springer for customers' willingness to generate and leave big data digital footprints on … that have been
extensively cited and applied in information systems, management and marketing literature to develop a
theoretical framework through a rigorous and systematic review of existing - Information Systems
Frontiers.
M Bala, D Verma - … (2018). An al Review of Digital Marketing. 2. Review of Literature A number
of research papers and articles provide a detailed insight on Internet Marketing. The findings from the
literature are preCritic
JJ López García, D Lizcano, CMQ Ramos, N Matos - Future Internet, 2019 This document is organized
as follows: the first section contains the literature review. The second section explains the importance of
digital marketing. The third section describes the conceptual framework and develops the hypotheses
…
JR Saura, PR Palos-Sanchez-and managing innovation 2019 - One of the most significant changes in the
last decade in the business environment has been caused by the development of information technologies
and the internet. The internal structure and organization of companies has changed to evolve towards a
digital.
KH Mkwizu - International Hospitality Review, 2019 -Therefore, this study uses integrative literature
review methodology as well as content analysis to review studies in digital marketing and tourism
relating to Africa with the main objective to explore digital marketing and tourism by focusing on
opportunities for Africa.
N Pandey, P Nayal, AS Rathore -of Business & Industrial Marketing, 2020 Purpose This study aims to
analyze the available literature on the use of digital marketing in a business-to- business (B2B) context.
It identifies gaps in the current research knowledge and proposes a research agenda for scholars and
practitioners.
L Polanco-Diges, F Debasa - Journal of Spatial and Organizational 2020 In recent years, the emergence
of new digital platforms of sharing economy has given rise to considerable changes in consumer
behavior. These new ways of consumption in online Environment have to be driven by specific digital
strategies adapted to sharing economy …
JR Saura - Journal of Innovation & Knowledge, 2020 - Elsevier innovative Data Mining and knowledge
discovery applications. JEL classification. M15 M31. Keywords. Data Sciences. Digital Marketing.
Knowledge discovery. Literature review. Data Mining. Introduction. Since the beginning of the 21st.

22
 CHAPTER-3

CHAPTER-3 COMPANY PROFIT AMAZON

Jeff Bezos founded Amazon in July 1994. He chose Seattle because of technical talent as Microsoft is
located there.[31] In May 1997, Amazon went public. It began selling music and videos in 1998, at which
time it began operations internationally by acquiring online sellers of books in United Kingdom and
Germany. The following year, Amazon began selling items including video games, consumer electronics,
home improvement items, software, games, and toys.
In 2002, Amazon launched Amazon Web Services (AWS), which provided data on website popularity,
Internet traffic patterns and other statistics for marketers and developers. In 2006, Amazon grew its
AWS portfolio when Elastic Compute Cloud (EC2), which rents computer processing power as well as
Simple Storage Service (S3), that rents data storage via the Internet, were made available. That same
year, Amazon started Fulfillment by Amazon which managed the inventory of individuals and small
companies selling their belongings through the company internet site. In 2012, Amazon bought Kiva
Systems to automate its inventory-management business, purchasing Whole Foods Market supermarket
chain five years later in 2017.
In January 2021, Amazon invested with over $278 million by opening two new centers in
Italy (Novara and Modena) and creating over 1100 jobs.
On February 2, 2021, Amazon announced that Jeff Bezos would be stepping down as CEO and transition
to Executive Chair of Amazon's board in Q3 of 2021. Andy Jassy, who is currently CEO of AWS, will
replace Bezos as CEO of the company.

LOGISTICS:

#Amazon uses many different transportation services to deliver packages. Amazon-branded

services include:
●​ Amazon Air, a cargo airline for bulk transport, with last mile delivery handled either by
Amazon Flex, Amazon Logistics, or the United States Postal Service.
23
 Amazon Flex, a smartphone app that enables individuals to act as independent contractors, delivering
packages to customers from personal vehicles without uniforms. Deliveries include one or two hour
Prime Now, same or next day Amazon Fresh groceries, and standard Amazon.com orders, in addition
to orders from local stores that contract with Amazon.[52]

Amazon Logistics, in which Amazon contracts with small businesses (which it calls "Delivery Service
Partners") to perform deliveries to customers. Each business has a fleet of approximately 20-40
Amazon-branded vans, and employees of the contractors wear Amazon uniforms. As of December 2020, it
operates in the United States, Canada, Italy, Germany, Spain, and the United Kingdom.[53]
Amazon Prime Air is an experimental drone delivery service.

Amazon directly employs people to work at its warehouses, bulk distribution centers, staffed "Amazon
Hub Locker+" locations, and delivery stations where drivers pick up packages. As of December 2020,
it is not hiring delivery drivers as employees.[54]

Rakuten Intelligence estimated that in 2020 in the United States, the proportion of last- mile deliveries
were 56% by Amazon's directly contracted services (mostly in urban areas), 30% by the United States
Postal Service (mostly in rural areas), and 14% by UPS.[55]

Products and services

Main article: List of Amazon products and services

Amazon.com's product lines available at its website include several media (books, DVDs, CDs,
videotapes and software), apparel, baby products, consumer electronics, beauty products, gourmet food,
groceries, health and personal-care items, industrial & scientific supplies, kitchen items, jewelry,
watches, lawn and garden items, musical instruments, sporting goods, tools, automotive items and toys
& games.[citation needed] In August 2019, Amazon applied to have a liquor store in San Francisco,
CA as a means to ship beer and alcohol within the city.[56] Amazon has separate retail websites for
some countries and also offers international shipping of some of its products to certain other
countries.[57] In November 2020, the company started an online delivery service dedicated to
prescription drugs. The service provides discounts up to 80% for generic drugs and up to 40% for
branded drugs for Prime subscribe users. The products can be purchased on the company's website or at
over 50,000 bricks-and- mortar pharmacies in the United States.

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 FLIPKART

INTRODUCTION:

Flipkart is one of India’s leading e-commerce marketplaces. It was founded in October 2007 and its headquarters
are in Bengaluru. It was founded by Sachin Bansal and Binny Bansal. This online venture was initially started as
an online bookstore and as the popularity of the company grew, it expanded and diversified its operations.
It started selling other items such as music, movies, and mobile phones. As the revolution of e-
commerce gained momentum in India, Flipkart grew at an accelerated pace and added several new
product lines in its portfolio.
As of now, the company offers 80 million+ products spread across more than 80 categories such as
mobile phones & accessories, computers and accessories, laptops, books and e-books, home appliances,
electronic goods, clothes and accessories, sports and fitness, baby care, games and toys, jewelry,
footwear, and the list go on.
Flipkart has 100 million registered users and more than a million sellers on its electronic commerce
platform. To ensure prompt delivery to its customers, the company has invested in setting up warehouses
in 21 states

Achievements of Flipkart:

The company created a record by selling 1 lakh books in a single day in 2013. Flipkart
crossed the 100 million marks in registered customers in 2016.
Flipkart achieved the Young Turk of the Year Award at CNBC TV 18’s “India Business Leader
Awards 2012”.

Funding:

Flipkart has received funds worth more than $ 4.5 billion, with the biggest funding in July 2014 worth $ 1
billion and in April 2017 worth $ 1.4 billion. List of top investors in Flipkart includes Naspers, Stead view
Capital, Tiger Global Managements Global, Accel Partners, Dragonet Investment Group, Baillie Gifford,
GIC, GreenOak’s Capital, ICONIQ Capital, Microsoft, Morgan Stanley, Qatar Investment Authority, and
Sofina.

25
 Competition: The major competitor – Amazon

After acquiring Snapdeal the major competitive left against Flipkart is Amazon India. Still, it is facing
stiff competition from Amazon India because Amazon has really captured a larger share of the
market.
Amazon Company profile is betting big on India’s e-commerce revolution and hasrecently captured an
investment of $5 billion in Amazon India. The company has already received funds of $2 billion and $3
billion more are planned. Amazon India has been consistently expanding its customer base, which has
resulted in cut-throat competition for Flipkart.

About the Founders of Flipkart:

Sachin Bansal and Binny Bansal are the founders of Flipkart. Both of them are IIT (Indian Institue
of Technology, Delhi) graduates. Both of them are from Chandigarh. Though they share the same
last name, they are not relatives.
First, Sachin Bansal joined Amazon(dot)com and worked as a software engineer and later he got Binny
Bansal to join it. But eventually, they both quit Amazon and decided to start a venture of their own. Thet
decided to launch Flipkart.

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 CHAPTER-4

CHAPTER-4 DATA ANALYSIS AND INTERPRETATION

TABLE NO 4.1 : AGE OF THE RESPONDENTS IN ONLINE MARKETING.

Age levels No of the respondents Percentage

Above 21 25 25%

21-25 15 15%

25-35 45 45%

Above 50 15 15%

Total 100 100%

INTERPRETATION:

This table express the Age fact out of 100 respondents that 25% of the respondents are in the age of
above 21years, 15% of the respondents are in the age of 21-35 years,45% of the respondents are in the
age of above 25-35 years,15% of the respondents are in the age of above 50.

INFERENCE:

Majority of 45% of the respondents are above 50 years of the age group out of 100 respondents.

27
 CHART 4.1: AGE RESPONDENTS IN ONLINE MARKETING

TABLE NO 4.2: GENDER OF THE RESPONDENCE IN ONLINE MARKETING

Gender levels No of respondents Percentage

Male 46 46%

Female 54 54%

Total 100 100%

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 INTERPRETATION:

This table express Gender out of 100 respondents from the above table that 46% of the respondents are male,
54% of the respondents are female.

INFERENCE:

Nearly half of the respondents that are 54% are females buy the product.

CHART 4.2: GENDER OF THE FEMALE RESPONDENTS IN ONLINE MARKETING

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 TABLE NO 4.3

QUALIFICATION OF THE RESPONDENTS IN ONLINE MARKETING.

Qualification level No of the respondents Percentage

12th 25 25%

Under graduate 50 50%

Post graduate 25 25%

Total 100 100%

This table express the family income from the above table that 35% of the respondents were getting
below10000,45% of the respondents were getting 10000-20000,10% of the respondents are getting
20000-25000,10% of the respondents are getting above 25000.

INFERENCE:

Majority is 45% of the respondents are above 10000-20000.

​

30
CHART 4.4.1: FAMILY IMCOME OF THE RESPONDENTS IN ONLINE MARKETING.

TABLE 4.5: MARITIAL STATUS OF THE RESPONDENTS IN ONLINE MARKETING

Marital status No of the respondents. Percentage

Married 23 23%

Unmarried 77 77%

Total 100 100%

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 INTERPRETATION:

This table express the marital status from the above table 23% of the respondents are
married,77% of the respondents are unmarried.

INFERENCE:

Majority of the respondents out of 100 respondents are 77% of the unmarried.

CHART 4.5.1: MARITAL STATUS OF THE RESPONDENTS IN ONLINE MARKETING

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 TABLE 4.6: OCCUPATION OF THE RESPONDENTS IN ONLINE MARKETING

Occupation level No of the respondents. Percentage

Student 55 55%

Employees 35 35%

Home maker 10 10%

Total 100 100%

INTERPRETATION:
This table express the Occupation out of 100 respondents from the above table 55% of the respondents
are students,35% of the respondents are employees,10% of the respondents of home make of 100
respondents.

INFERENCE:

Majority 55% students out of 100 respondents.

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CHART 4.6.1: OCCUPATIONS OF THE RESPONDENTS IN ONLINE MARKETING

TABLE 4.9: INTERESTED OF THE RESPONDENTS IN ONLINE MARKETING.

Interested level No of the respondents Percentage

Friends 20 20%

Advertisement 70 70%

Relatives 5 5%

Others 5 5%

Total 100 100%

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 INTERPRETATION:

This table express the interested out of 100 respondents from the above table 20%
of the respondents are friends,70% of the respondents are advertisement, 5% of the respondents are
relatives,5% of the respondents are others out of 100 respondents.

INFERENCE:

Majority 70% of the friends out of 100 respondents.

CHART 4.9.1: INTERESTED OF THE RESPONDENTS IN ONLINE MARKETING.

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 TABLE 4.10: THE ATTRACTS OF THE ADVERTISEMENT IN ONLINE MARKETING

Attracts of the advertisement No of the respondents Percentage

Facebook 25 25%

Slogans 10 10%

Jungles video 10 10%

Celebrity 55 55%

Total 100 100%

INTERPRETATION:

This table express the attracts of the advertisement out of 100 respondents from the above table 25% of
the respondents are attracts facebook,10% of the respondents are attracts slogans, 10% of the
respondents are attracts jungles video,55% of the respondents are attracts celebrity.

INFERENCE:

Majority 55% of the respondents out of 100 respondents.

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CHART 4.10.1: THE ATTRACTS OF THE ADVERTISEMENT IN ONLINE MARKETING

TABLE 4.11: HOW MANY YEARS CONTINUE TO ONLINE MARKETING

Years No of the respondents Percentage

Below1 years 25 25%

1-2 years 50 50%

2-3 years 20 20%

Above 5years 5 5%

Total 100 100%

27
 INTERPRETATION:

This table express how many years continue the online product out of 100 respondents from the above
table 25% of the respondents are below 1year,50% of the respondents are 1-2 years,20% of the
respondents are 2-3 years,5% of the respondents are using above 5 years out of 100 respondents.

INFERENCE:

Majority 50% of the respondents are using 1-2 years.

CHART 4.11.1: HOW MANY YEARS CONTINUE TO ONLINE MARKETING

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 TABLE 4.12: WHICH PLACE YOU ARE ACCESS THE INTERNET

Place of access the internet No of the respondents Percentage

Office 25 25%

House 50 50%

Internet cafe 25 25%

Total 100 100%

INTERPRETATION:

This table express which place you are access the internet out of 100 respondents
from the above table 25% of the respondents using office,50% of the respondents are using house,25%
of the respondents are using internet cafe out of 100 respondents.

29
 TABLE 4.13: PURCHASE OF THE RESPONDENTS IN ONLINE MARKETING

Purchase these product No of the respondents Percentage

Frequently 30 30%

Occasionally 15 15%

Some time 40 40%

Rarely 15 15%

Total 100 100%

INTERPRETATION

This table express the purchase the product out of 100 respondents from the above table 30% of the
respondents are using frequently,15% of the respondents are using occasionally, 40% of the respondents
are using sometime, 15% of the respondents are using rarely out of 100 respondents.

INFERENCE:

Majority 40% of the respondents are using sometime for purchasing the product.

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TABLE 4.14: FACTORS INFLUENCE IN PURCHASE OF ONLINE PRODUCTS OF ONLINE
MARKETING

Factors influence in purchase No of the respondents Percentage

Price 19 19%

Quality 45 45%

Design 19 19%

Availability 17 17%

Total 100 100%

INTERPRETATION:

This table express the factors influence in purchase of online product out of 100
respondents from the above table 19% of the respondents are price,45% of the respondents are
quality,19% of the respondents are design,17% of the respondents are availability out of 100
respondents.

INFERENCE:

Majority 45% of the respondents are using quality.

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 CHART 4.14.1: FACTORS INFLUENCE IN PURCHASE OF ONLINE PRODUCTS ONLINE
MARKETING

TABLE 4.15.1: FEEL ABOUT THE DESIGN OF THE PROUCTS IN ONLINE MARKETING

Design of the product No of the respondents Percentage

Economical 15 15%

Convenient 35 35%

Attractive 45 45%

Easy Handling 5 5%

Total 100 100%

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 INTERPRETATION:

This table express the feel about the design of the products out of 100 respondents
from the above table 15% of the respondents are using economical,35% of the respondents are using
convenient,45% of the respondents are using attractive, 5% of the respondents are using easy handling
out of 100 respondents.

TABLE 4.17: THE PRODUCT PURCHASE THROUGH ONLINE

Product purchase online through No of respondents Percentages ​

Cosmetics 26 26%

Books 14 14%

Clothes 55 55%

Others 5 5%

Total 100 100%

INTERPRETATION:

This table express the product purchase through online out of 100 respondents from
the above table 26% of the respondents are using cosmetics,14% of the respondents are using books,55%
of the respondents are using clothes,5% of the respondents are using others out of 100 respondents.

INFERENCE:

Majority 55% of the respondents are buying clothes

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 CHART 4.17.1: THE PRODUCT PURCHASE THROUGH ONLINE

TABLE 4.18: MEDIA OF ADVERTISEMENT IN HIGHLY INFLUENTIAL FOR ONLINE

SHOPPING

Media of​ advertisement is No of the respondent Percentages

highly influential.
Television 56 56%

Newspaper 20 20%

Social media 14 14%

Others 10 10%

Total 100 100%

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 INTERPRETATION:

This table express the media of advertisement in highly influential out of 100.

TABLE 4.19: OPINION REGARDING AFTER SALES SERVICE OF ONLINE MARKETING

Opinion No of the respondents Percentage

Highly satisfied 24 24%

Satisfied 66 66%

Highly dissatisfied 5 5%

Dissatisfied 5 5%

Total 100 100%

INTERPRETATION:

This table express the opinion regarding after sales out of 100 respondents from the
above table 24% of the respondents are using highly satisfied,66% of the respondents are using
satisfied,5% of the respondents are highly dissatisfied,5% of the respondents are using dissatisfied out of
100 respondents.

INFERENCE:

Majority 66% of the respondents are using satisfied.

35
CHART 4.19.1: OPINION REGARDING AFTER SALES SERVICE OF ONLINE MARKETING

Chart ​

100
% ​
90
TABLE 4.20:
AWARE
%
ABOUT
80 THE
% ONLINE
70
PRODUCT
%
60
%
50
%
40
%
highly satisfie highly​ dissatisfie

percentage Column1

Awareness No of the respondents Percentage

Yes 67 67%

No 33 33%

Total 100 100%

36
 INTERPRETATION:

This table express the aware about the online product out of 100 respondents from the above
table 67% of the respondents are yes, 33% of the respondents are no out of 100 respondents.

INFERENCE:

Majority 67% of the respondents are yes.

CHART 4.20.1: AWARE ABOUT THE ONLINE PRODUCT

37
 Table 4.1: Demographic Profile of Respondents

Variable Category Frequency (N=500) Percentage (%)

Gender Male 260 52%

Female 240 48%

Age Group 18-25 180 36%

26-35 200 40%

36-45 90 18%

46+ 30 6%

Occupation Student 150 30%

Salaried Employee 250 50%

Business Owner 75 15%

Other 25 5%

Interpretation:
38
The hypothetical sample is well-distributed across genders and is predominantly composed of young,
digitally-native individuals (76% under 35) who are either students or salaried employees. This
demographic is highly relevant as they constitute the primary audience for most digital marketing
campaigns.

4.2 Perception towards Digital Marketing in General

Respondents were asked to rate their overall perception of digital marketing on a scale of 1 to 5.

Figure 4.1: Overall Perception of Digital Marketing

(A pie chart showing the distribution of responses.)

●​ Very Positive: 10%

●​ Positive: 35%

●​ Neutral: 30%

●​ Negative: 20%

●​ Very Negative: 5%

38
 Interpretation:

The data reveals a mixed but slightly positive perception. A total of 45% of respondents view digital

marketing positively, appreciating its benefits. However, a significant 25% hold a negative view, and

30% remain neutral, suggesting a level of indifference or ambivalence. This highlights the polarized

nature of customer perception.

4.3 Perception Analysis by Channel

Respondents rated their perception of various digital marketing channels.

Table 4.3: Ranking of Digital Marketing Channels by Preference (Mean Score out of 5)

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 Channel Mean Perception Score Rank

Content Marketing (Blogs, 4.1 1

Videos)

Opt-in Email Marketing 3.8 2

Influencer/Social Media 3.5 3

Content

Search Engine Ads 3.2 4

(Google Ads)

Social Media Ads (in-feed) 2.8 5

Online Banner/Display 2.1 6

Ads

Pop-up Ads 1.5 7

Interpretation:

There is a clear hierarchy of preference.

●​ High Perception: Value-driven, non-intrusive channels like Content Marketing and

permission-based Email Marketing are perceived most positively. Customers appreciate being in
control and receiving valuable information.
●​ Moderate Perception: Channels like Influencer Marketing and Search Ads have a moderate
perception. Their relevance is a key factor. Search ads are often useful, but influencer content can be a
hit-or-miss in terms of credibility.
●​ Low Perception: Interruptive and unsolicited channels like Social Media Ads, Banner Ads, and
especially Pop-up Ads are perceived very negatively. This strongly indicates that intrusiveness is a
major driver of negative perception.

38
 Figure 4.2: Customer Perception of Social Media Marketing
(A stacked bar chart showing what users like and dislike about social media ads.)

●​ Likes: Discovering new products (60%), Getting discounts (55%), Staying updated
with brands (40%).
●​ Dislikes: Too many ads (80%), Ads are irrelevant (65%), Ads are intrusive (60%),
Privacy concerns (50%).

4.4 Analysis of Influencing Factors (Trust, Privacy)

This section analyzes the factors that shape the perceptions identified above.

Table 4.4: Level of Trust in Online Advertisements

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 Level of Trust Percentage of Respondents

High Trust 5%

Moderate Trust 25%

Low Trust 45%

No Trust at All 25%

Interpretation:
An alarming 70% of consumers have low or no trust in online advertisements. This trust deficit is a
major challenge for the industry and reinforces the need for authenticity and transparency.

Figure 4.4: Reasons for Using Ad-Blockers

(A bar chart illustrating the primary reasons people use ad-blocking software.)

❖​ Ads are annoying/intrusive: 75%

38
 ❖​ Ads slow down page loading: 60%

❖​ Security concerns (malvertising): 45%

❖​ Privacy concerns (tracking): 40%

Interpretation:
The data clearly shows that the primary driver for ad-blocker usage is the poor user
experience created by intrusive ads. Security and privacy concerns are also significant
contributing factors. This is a direct behavioral response to negative perceptions
.

4.5 Hypothesis Testing (Hypothetical)

●​ Hypothesis 1: H₀: There is no significant difference in the perception of digital marketing between

different age groups. H₁: There is a significant difference.

○​ Result (Hypothetical ANOVA): The p-value was found to be 0.03 (< 0.05).

○​ Conclusion: The null hypothesis (H₀) is rejected. There is a statistically significant difference in

perception across age groups. Younger audiences (18-25) tend to be more accepting of newer forms

like influencer marketing but are also more privacy-aware, while older audiences (46+) show a

higher distrust of online advertising in general.

●​ Hypothesis 2: H₀: There is no correlation between perceived personalization and data privacy concerns.

H₁: There is a significant negative correlation.

○​ Result (Hypothetical Correlation): The correlation coefficient (r) was -0.65, with a p-value <

0.01.

38
●​ Hypothesis 3: H₀: There is no correlation between perceived personalization and data privacy concerns.

H₁: There is a significant negative correlation.

○​ Result (Hypothetical Correlation): The correlation coefficient (r) was -0.65, with a p-value <

0.01.

○​

​ Conclusion: The null hypothesis is rejected. There is a moderate to strong

negative correlation. As the perceived level of personalization (tracking)

increases, so do consumer concerns about data privacy.

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 CHAPTER-5

FINDINGS, SUGGESTIONS & CONCLUSION

This final chapter consolidates the results of the study, draws a definitive conclusion, and offers actionable
recommendations for various stakeholders.

5.1 Major Findings of the Study

1.​ Dichotomous Perception: The overall customer perception of digital marketing is polarized. While nearly
half of the consumers see it positively, a large segment remains neutral or negative, indicating a lack of
universal acceptance.
2.​ Channel Hierarchy is Clear: There is a distinct preference for value-driven, permission-based marketing.
Content marketing and opt-in emails are highly favored. Conversely, interruptive advertising like banner and
pop-up ads are overwhelmingly disliked.
3.​ Intrusiveness is the Biggest Detractor: The single biggest driver of negative perception is the intrusive
nature of digital ads. This leads directly to ad avoidance and the use of ad-blockers.
4.​ Trust is at a Premium: A significant trust deficit exists between consumers and digital advertisers.
Concerns about fake news, scams, and dubious endorsements are rampant, making authenticity and
credibility paramount.
5.​ The Privacy Paradox is Real: Consumers appreciate personalization but are highly concerned about the
data tracking that enables it. This creates a challenging paradox for marketers to navigate.
6.​ Demographics Matter: Age and digital literacy significantly influence perceptions. Younger,
digitally-native consumers are more open to new formats but are also more vocal about privacy and
authenticity.
7.​ Relevance Beats Reach: Generic, mass-blasted ads are ineffective and perceived negatively. Relevant,
contextual, and timely advertising (like search ads) is tolerated and can even be seen as helpful.

5.2 Conclusion

The digital marketing landscape is a double-edged sword. It offers businesses powerful tools to connect with

38
customers, but when wielded without care, it can alienate the very audience it seeks to engage. The era of
"growth at all costs" digital advertising is coming to an end, being replaced by a demand for a more conscious,
ethical, and customer-centric approach.

Customer perception is not just a metric; it is the ultimate determinant of a brand's long-term digital success. A
negative perception, fueled by intrusive practices and privacy violations, leads to active avoidance and brand
erosion. A positive perception, built on a foundation of trust, value, and respect, leads to engagement, loyalty, and
advocacy. The findings of this study conclusively show that consumers are no longer passive recipients of
marketing messages. They are active participants who demand control, transparency, and genuine value in their
digital interactions.

5.3 Suggestions and Recommendations

Based on the findings, the following recommendations are proposed:

●​ For Marketers and Businesses:

1.​ Adopt a Value-First Strategy: Shift focus from selling to helping. Invest in high-quality content
marketing that educates, entertains, or solves problems for your target audience.
2.​ Prioritize Permission and Transparency: Make opt-in the standard for communication, especially for
email and messaging. Be radically transparent about what data you collect and why. Provide easy-to-use
privacy controls.
3.​ Rethink Your Ad Strategy: Drastically reduce the use of intrusive ad formats like pop-ups and
auto-playing videos. Focus on native advertising, contextual targeting, and formats that complement the
user experience rather than disrupt it.
4.​ Embrace Authenticity: In influencer marketing, prioritize long-term partnerships with creators who
genuinely align with your brand values. Encourage authentic, unsponsored-looking content.
5.​ Listen Actively: Use social listening tools and customer feedback channels to constantly monitor
perception and adapt your strategies in real-time.

●​ For Ad-Tech Platforms and Publishers:

1.​ Enforce Higher Quality Standards: Platforms should penalize advertisers who use deceptive or
highly intrusive ad formats.
2.​ Develop User-Friendly Ad Formats: Innovate on ad formats that are less disruptive and offer a better
user experience, such as rewarded video ads or interactive formats.

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 5.4 Scope for Future Research

This study opens up several avenues for future research:

●​ A longitudinal study to track how customer perceptions change over time with the evolution of technology
(e.g., the metaverse, AI).
●​ Cross-cultural research comparing perceptions in developed vs. emerging economies in greater detail.
●​ An in-depth study on the perception of AI-driven personalization and its ethical implications.
●​ Research focusing on the perception of digital marketing in rural and semi-urban areas of India.

●​ They have findings age level out of 100% respondents’ level 25% of below15,15% of 15-25 level,
45% of 25-35 level, 15% of above 50 levels.
●​ They have findings gender level out of 100% respondents’ level 46% of male, 54% of female level.
●​ They have findings educations qualifications out of 100% respondents’ level 25% of school
level,50% of graduate,25% of professional and post graduate.
●​ They have findings family income level out of 100% respondents’ level 45% of below 10000,35%
of 10000-20000 level,10% of 20000-25000 level,10% above 25000.
●​ They have findings marital status level out of 100% respondents 23% of married levels, 77% of
unmarried levels.
●​ They have findings occupations level out of 100% respondents 55% of students level,35% of flip
kart level,5% of snap deal level,5% of Myntra.
●​ They have findings websites level out of 100% respondents 55% of amazon,35% of flip kart,5% of
snap deal 5% of Myntra.
●​ They have findings customer expectations out of 100% respondents 45% of quality,10% of money,
25% of brand, 20% of door delivery.
●​ They have findings interested level out of 100% respondents 20% of friends, 70% of
advertisement,5% of relatives,5% of family.
●​ They have findings attracts the advertisement out of respondents 25% of Facebook,10% of slogans,
10% of jungles video, 55% of celebrity.
●​ They have findings years continue out of 100% respondents 25% of below 1 year, 50% of 1-2
years, 20% of 2-3 years, 5% of 5 years.
●​ They have findings which place your access the internet out of 100% respondents 25% of office,
50% of house, 25% of internet café.
●​ They have findings purchase the product out of 100% respondents 30% of frequently,15% of
occasionally, 40% of sometimes,15% of rarely.
●​ They have findings express the factors influence in purchase out of 100% respondents 19% of
price,45% of quality,19% of design,17% of availability.
●​ They have findings design the product out of 100% respondents 15% of economical,35% of
convenient, 45% of attractive, 5% of easy handling.

38
●​ They have findings satisfied with the service provided out of 100% respondents 10% of not
satisfied, 10% of highly not satisfied, 60% of satisfied, 20% of highly not satisfied.
●​ They have findings the product purchase through online out of 100% respondents 26% of
cosmetics,14% of books, 55% of clothes,5% of electronics.
●​ They have findings media of advertisement is highly influential out of 100% respondents 56% of
television, 20% of newspaper, 14% of social media, 10% others.
●​ They have findings opinion regarding after sales service out of 100% respondents 24% of highly
satisfied, 66% of satisfied, 5% of dissatisfied, 5% of highly dissatisfied.
●​ They have findings aware about online product out of 100% respondents 67% of yes,33% of no.

38
 SUGGESTIONS

❖​ Online marketing brings an entire world of merchandise as we sit comfortable at home.

❖​ There is no stress of parking or standing in line.

❖​ We are able to shop for the exact same item at many different sites and get the best price, along
with a wealth of information about the product such as user reviews and suggestions about
similar products which we might even like better.

❖​ They had enormous faith and because of their faith, they get a positive feeling that any task
however hard it may look can be accomplished just with a click and the product is being
delivered.

❖​ The customer marketing Do not forget to comparison market when we are looking for things

online. People usually so this when marketing in physical stores, but they don’t think about it on
the internet.

❖​ If you go for the first sale you see, there is a chance you will miss out on a better deal somewhere
else, “Live to be loved for marketing and to love the products you buy online”.

40
 CONCLUSION

The studies focus with related to customer perception in digital marketing, now a days consumer
satisfaction based on good service and approach related with online marketing, because many more
business approaches his/her business launching through online marketing or digital marketing is
successfully.

“It is a lifelong craze, moment after moment, trying to find the best you want; Fortunately, many of us
are looking for it at the right place. “This will allow customers to place order without even visiting the
market. Being able to buy any place, anytime, anywhere. Sites enables them to browse before they
market, and to research the product so they have more confidence in what they are buying. Online
marketing becomes more enjoyable and easier than real-world marketing. Then timeless and low level of
the price in online, marketing. The real world that fits in your hand keep browsing, do marketing, with
just a click from your mobile.

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