A STUDY ON INTERNET MARKETING

Project Report

Submitted in partial fulfillment of

The requirements for the award of the degree of

BACHELOR OF COMMERCE
By
N.T BEBIN RUBERT
REG NO: 081CO130

Under the guidance of

PROF. MRS. FLORENCE JOHN, M.Com, M.ED, M.PHIL

DEPARTMENT OF COMMERCE
MADRAS CHRISTIAN COLLEGE (AUTONOMOUS)
TAMBARAM, CHENNAI-600 059

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 CERTIFICATE

This is to certify that this project report titled A STUDY ON

INTERNET MARKETING is a bonafide record of the work done by N.T

BEBIN RUBERT who carried out the research under my supervision. Certified

further that to the best of my knowledge the work reported herein dose not from

part of any other project report or dissertation on the basis of which a degree to

award was conferred on earlier on this or any other candidate.

INTERNAL EXAMINER SINGNATURE OF THE

CANDIDATE

EXTERNAL EXAMINER

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 ACKNOWLEDGEMENT

First of all I would to thank my Father in Heaven who with his abundant
Grace and Mercy that HE has bestowed upon me, was I able to complete this
project.

My heartfelt thanks and gratitude to my guide, Mrs. Florence John, for her
invaluable support and guidance.

Sincere appreciation to all the respondents who in the midst of their busy
work, found time to fill my questionnaire and give their valuable feedback.

My sincere thanks to Dr. Charles Suresh David, Head of the Department of

commerce, for his encouragement.

I would like to thank all my friends who helped me in doing this work.

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 CONTENTS

CHAPTER DETAILS PAGE

NO
1.1. Introduction 5
1.2. Objectives 8
1 1.3. Methodology 36

3.1. Data Analysis and 37

2 Interpretation

4.1. Findings 68
3 4.2. Conclusion 69

5 5.1. Suggestions 70

Annexure
Sample questionnaire 71
Bibliography 74

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INTRODUCTION

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Evolution of Marketing

At the beginning of the century, social life was mostly local. It was followed
by a period in which commodities were produced on a mass scale. Consumer
Marketing operated on mass marketing principles and business primarily
concerned itself with how to build the best sales force. At the end of the century,
there is an emerging global culture. The major driver of these changes is
technology. Technological change has moved steadily back focusing on the
individual. These changes shape the possibility and conduct of business. Marketing
is especially tied to communication and transportation revolution. As the tools and
reach of marketing increase, the job and responsibilities of marketers have evolved
with them.
Kotler formalized this evolution with his book "Marketing Management."
His key stages are production, sales and brand management. Each of these is
strongly motivated by technological opportunities, which permit new methods and
new opportunities. A fourth stage, a focus on the individual customer, is also
important. As the new technology of the Internet develops, it reinforces the new
marketing emphasis - which in many ways is turn to business at the turn of the
century.
In today‗s technology driven world, a new fast paced digital economy is
emerging. In the near future, it wouldn‗t be surprising to see that there are
companies that exist only inside computer networks. Most business transactions
will be made electronically, directly from the producer to the consumer, bypassing
the supply chain. In the digital marketing environment, the consumer becomes an
integral player in the development of the product. In fact, a consumer might build
the product himself from a wide array of parts provided by the company. It is e-
commerce that is changing the way products and services are conceived,
manufactured, promoted, priced, distributed and sold. The reason being that it is
much cheaper; it allows vast coverage and helps in serving the customer better

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Growth of Internet usage and E-commerce:

According to the research report of Goldman Sachs, India has emerged as

the second largest Internet market in Asia after China with 100 million users in
2005. It estimates that Indian Internet Users will increase by 130% compounded
annual growth rate (CAGR) from 0.5 million users recorded at end of 1998. Also
the figures of the number of Internet Service Providers (ISPs) is expected to
increase by leaps and bounds and March 2006 sees at least 30 private international
gateways. As per preliminary findings of the NASSCOM survey, the total volume
of E-commerce transactions in India was about Rs.131 crore in the year 1998-99.
Out of this volume, about Rs.12 crore were contributed by retail Internet or
Business-to-Consumer transactions, and about Rs.119 crore were contributed by
Business-to-Business transactions. The survey also revealed that E-Business
transactions in India are expected to exceed Rs.300 crore during 1999-2000. Out of
this, about Rs.50 crore could comprise of retail transactions. For Business-to-
Business transactions, Indian industries are expected to reach online penetration of
2% by 2003 and 8% by 2008.

Effectiveness of the Net in Reaching Out to the Masses

The reach of Internet may not yet be as wide as that of other mass media, but
given its unique advantages, it is undoubtedly the communication medium of the
future. Marketers around the world have from time to time tried to reach their
target audiences through various media. Scientific and technological advances
have and will continue to create newer media to improve communication, and
marketers will try to use the same to effectively address their audiences. Internet is
one of the latest to join the list of such media inventions.

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OBJECTIVES

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 OBJECTIVES

 To find out whether Internet marketing is suitable for Indian

Environment.
 To find out the uses and problems faced by the customers in Internet
marketing.
 To know the awareness level of Internet marketing among the people.
 To ensure that this type of marketing is better than any other
marketing.

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Internet Fame with the Indian Audiences

Let us first take a quick look at the audience that this medium is trying to
reach. The top 8 metros of the country, the scope of the Internet as a medium to
reach out to a large number of people is presently limited. However, some of these
limitations can be addressed.
1. Internet is available in regional languages also. Even today this medium is
largely confined to only those who are literate in English. Various initiatives of
companies like ITC and HLL like E-choupal and i-Shakti have given a
considerable boost to vernacular usage of internet

2. Internet is accessible though other media also and not only through telephone
lines. In the current scenario, the usage of internet might be dominated by
telephone lines, but broadband and cable net are coming in a huge way.
3. Government policies are aimed at broadening and strengthening the
infrastructure required for Internet accessibility. There could be several other
modes to increase the reach of the Internet. However, with the current limitations,
the projections on Internet usage appear to be as follows:

Current Media usage habits of the Indian audiences

TV, print and cinema have penetrated the most. Internet in the media terms
is expected to make an impact and show its true caliber, but is yet not taken as a
serious medium.
Does that mean that Internet is not an effective tool for reaching out to
people? Or is it likely to work very well under certain conditions?
To understand this better, let us compare Internet and other traditional
media, first from the customer‗s point of view. Current media options serve two
broad benefits to the customer:

1. Information
2. Entertainment
The reach or popularity of any media is related to
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1. The extent of benefits perceived to be delivered
2. The cost of acquisition of the media itself In short, the reach is related to the net
value perceived by the customer about that particular medium.
On the basis of the above clarification, Internet appears to have a
comparatively higher cost of acquisition. However, Internet has brought with it a
very high degree of control to the media user. Not only are there a plethora of sites
catering to every imaginable need, there is also a high degree of flexibility in what
the user is able to do. All of this makes Internet a highly interactive media but also
an expensive one.
If the internet is treated and used exactly like any other medium, it is
unlikely to yield major benefits to the marketer. Its effectiveness is dependent not
only on the target audience one is talking to, but also largely on the ability of the
marketer to make use of the real advantages of the Net like interactivity, flexibility,
ability to monitor and the like.
Next, one can also evaluate Internet as a media from the marketers‗ point of
view by way of a similar classification. If evaluation as per the above classification
is done, the Internet does not appear to be a very advantageous option either in
terms of reach or in terms of cost-effectiveness. But Internet has various other
advantages over the traditional media which cannot be neglected. These stem
mainly from the ability of this medium to allow a far more focused targeting as
compared to other media.
To quickly summarize the advantages of the Internet as seen from the point
of view of the user as well as the marketer:

To the user:

Internet gives more control in choosing content. It offers customization of

the content, the way the user wants to view it. It offers a variety of options for
information and entertainment.
It offers a wide range to choose from for the user. It offers tremendous
convenience to the user not only in delivery of information, but also in allowing
him to transact —often in a seamless manner.

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The best example of giving control of content is the My Yahoo !! service offered
by the Internet giant, Yahoo Inc. It gives the user the choice of content for various
topics ranging from news to stock options to entertainment to sports and just about
everything.

To the marketer:

The Internet offers several options to a marketer trying to target a particular

community
It serves not only as a channel of information, but also of product distribution
It offers a highly interactive medium that sometimes (e.g. chats, forums, VoIP) is
almost equal to one-to-one interaction with the audience.
It offers a higher level of identification of the user to the marketer.
It allows the marketer to actually link his spends to action, and pay only on action

This action could be a click on the banner or even product purchased or just
a banner impression or per 1000 impressions. In this ability Internet is, in fact,
unlike any other media.
Given the payment options and high interactivity, the Internet offers a
medium for high level of experimentation at a low cost.
E.g. one can change the whole look of the advertisement within hours and increase
the effectiveness of the communication on the Internet. Imagine doing the same
with a television advertisement. Therefore, though the Internet with its present
limitations may not be able to match other media in actually reaching out to large
numbers of people, the benefits of this highly customizable and interactive medium
can be used effectively to target niche audiences.

This can be elaborated a little more by answering the following questions:

1. Who are the people who can be reached through the Internet?
2. Which are the products that can possibly benefit from marketing on the Internet?
3. What are the options available to the marketer to reach out more effectively to
their audiences?
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4. Are there ways for monitoring effectiveness of this medium in order to control it
better?
Overview of the Indian Internet Users:

According to the data available with NASSCOM, about 60 per cent of

Indian Internet users are chiefly found in the age group of 19-34. Almost 80 per
cent of Internet users are males. It is estimated that the Internet user spends an
average of 10 hours per week on the Net, and usually earns over 6000 per month.
Almost 53 per cent of Internet users belong to SEC A1/A2. More than 55 per cent
of such Internet users live in towns with a population of over 40 lakhs. Even today,
Indian users are most likely to use the Net for sending and receiving emails.
However, information- and entertainment-seeking are also growing.

Which products are likely beneficiaries of the Internet?

Given that the usage of the Internet is highest amongst young, male
audiences belonging to the larger towns and who belong to higher SEC groups, for
this medium to be cost-effective, products having similar target groups would
benefit the most from this medium.
The most likely examples that come to mind include telecom, financial
products and services, products related to entertainment like movies (promotions
and tickets), plays, contests etc, FMCG products where the core target audience is
younger (deodorants, soft drinks), consumer durables to some extent and high-end
services like tour operators, airline services, hotels etc.

Advertising options available on the Internet:

The Internet offers a variety of options for the marketer to advertise her/his
products/brands. These include
1. Banner ads and their variations
2. E-mailers and their variations
3. Sponsorships
4. Search Engines
5. Affiliate marketing
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 In India, banners still remain the most popular option. However, wider
options are now available to the marketer which, even at the cost of being
intrusive, serves to enhance the visibility and effectiveness of the banner.

The Variants of Banners include:

1. Banner Ad - a graphical web advertising unit, typically measuring 468 pixels

wide and 60 pixels tall (i.e. 468x60).
2. Beyond the Banner - online advertising not involving standard GIF and
JPEG banner ads.
3. Button Ad- a graphical advertising unit, smaller than a banner ad.
4. HTML banner - a banner ad using HTML elements, often including
interactive forms, instead of (or in addition to) standard graphical elements.
5. Interstitial - an advertisement that loads between two content pages.
6. Pop-up Ad - an ad that displays in a new browser window.
7. Pop Under Ad - an ad that displays in a new browser window behind the
current browser window.
8. Rectangle Ad - any one of the large, rectangular banner sizes suggested by
the IAB.
9. Rich Media- new media that offers an enhanced experience relative to older,
mainstream formats.
10.Skyscraper Ad- an online ad significantly taller than the 120x240 vertical
banners.
11.Text Ad - advertisement using text-based hyperlinks.
12.Surround Session - advertising sequence in which a visitor receives ads
from one advertiser throughout an entire site visit.
13.Vertical Banner - a banner ad measuring 120 pixels wide and 240 pixels tall.

Given the highly interactive nature of the Internet, and the also fact
that unlike other media it offers a higher level of identification of the user,
simple direct marketing tools such as email can also be used more
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 effectively. For example, a high-end car seller can today easily send an offer
to persons earning over Rs 25000 per month at a very reasonable cost and
within a very short period. Then again there are sponsorships, which can be
effectively used to increase brand salience and even change image. The
other tool on the web with enormous potential, and which has possibly not
been used to its optimal level yet by marketers in India, is the search engine.
Marketers can own either popular keywords or make use of meta-tags (these
are similar to the keywords which the search engines uses to catalogue
various websites/products) in order to go higher on the search lists. The
above is used by the search engine giant Google.com and it has reaped
profits so much so that it is now being viewed as a threat by the computer
giant Microsoft Inc

7 P's of Marketing on the Internet

The four P's - Product, Price, Place and Promotion have long been associated
with marketing, but things have changed on the Internet. So along with a
change in the nature of the four P‗s there are three new P‗s which are relevant
to the internet marketer.

1. The Product
On the Internet usually changes form online, and the user experiences
it electronically, in the form of text, images and multimedia. Physical goods are
usually presented in the form of a detailed online catalogue that the customer
can browse through. Technology allows the user to virtually touch and feel the
product on the Internet - rotate it, zoom in or zoom out and even visualize the
product in different configurations and combination. The example of the above
can be seen at dell.com where the company offers the user to virtually feel
every aspect of their product before they go into a buy decision. Content and
software are two avatars of digitized products that can be even distributed over
the Internet. On the Internet, E-marketing will be based more on the product
qualities rather than on the price. Every company will be able to bring down the
cost of its products and hence competition will not be on price. It will rather be
on the uniqueness of the product. To be able to attract the customers and retain

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them, the company will have to provide nouvelle and distinct products that
forces the net users to purchase and come back for more.

2. The Price
Has been drastically changed over the Internet. It lets the buyer decides the
price. Also it gives the buyers information about multiple sellers selling the
same product. It leads to best possible deal for the buyers in terms of price. A
website named Priceline.com is extremely popular as its compares the price of
many airlines and offers the least price to the buyer. The very famous
bazee.com now known as ebay.in follows the same principles. Pricing is
dynamic over the Internet.

3. The Place
Revolves around setting up of a marketing channel to reach the customer.
Internet serves as a direct marketing channel that allows the producer to reach
the customer directly. The elimination of the intermediate channel allows the
producer to pass the reduced distribution cost to the customer in the form of
discounts. Dell Computers have used this strategy very effectively and hence
they have been able to reduce their prices of their laptops drastically and reaped
huge profits.

4. Promotion
Is extremely necessary to entice the customer to its website, as there are
currently more than one billion web pages. Promoting a website includes both
online and offline strategies. Online strategies include search engine
optimization, banner ads, multiple points of entry, viral marketing, strategic
partnership and affiliate marketing. Presently, the cyberspace is already
cluttered with thousands of sites probably selling similar products. For the
customers to know of the
Company‗s existence and to garner information on the kind of products or
services that the company is offering, promotion has to be carried out. There
can be traded links or banner advertisements for the same. Also the traditional
mediums like print, outdoor advertising and television can be used to spread
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 awareness. Email campaigns and spamming the Chat rooms on almost every
server has been exploited to the maximum for the cause of promoting their
website.

5. Presentation
The presentation of the online business needs to have an easy to use
navigation. The look and the feel of the web site should be based on corporate
logos and standards. About 80% of the people read only 20% of the web page.
Therefore, the web page should not be cluttered with a lot of information. Also,
simple but powerful navigational aids on all web pages like search engines
make it easy for customer to find their way around. The principle of K.I.S.S (
Keep it simple stupid ) is the most important factor that has to be considered
while presenting the online business

6. Processes
Customer supports needs to be integrated into the online web site. A sales
service that will be able to answer the questions of their customers fast and in a
reliable manner is necessary. To further enhance after sales service, customers
must be able to find out about their order status after the sale has been made. For
e.g. FedEx (www.fedex.com), the overnight Courier Company allows its
customers to keep track of the parcel and they are well informed about the present
whereabouts of their package. Similar variants have been used by the Govt of India
for its Speed post and Registered Ad services where you can keep a track of your
post by entering the code that has been issued to you.

7. Personalization
Using the latest software from Broad-Vision and others, it is possible to
customize the entire web site for every single user, without any additional costs.
The mass customization allows the company to create web pages products and
services that suit the requirement of the user. A customized web page does not only
include the preferred layout of the customer but also a pre selection of goods the
customer may be interested in. For e.g. Yahoo! (www.yahoo.co.in) entered the
Indian cyberspace and started its personalized services. A registered user of Yahoo
can now personalize the front page with all the information he needs. He can read

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the news of the world, add a tax calculator, see the weather forecasts of his city and
listen to his favorite songs and all this simultaneously.

Internet Marketing Tactics

There are many different technologies to facilitate your Internet marketing

strategy. Some of the most common and effective tools are:

Search Engines and Directories:

Search engines are one of the most popular means of finding web sites,
second only to following links on web pages. Search engines help people find
relevant information on the Internet. Major search engines maintain huge databases
of web sites that users can search by typing in keywords or phrases. Advertise your
message. Web directories/search engines are information, gateways that have high
traffic and are good for displaying advertisement banners. They are used to find
Internet information and for this reason, appeal to broad target groups.

E-zines:

(Online magazines): These publications are focused on specific topics and

may be a way to reach a target audience interested in that subject. Some companies
have gathered the e-mail addresses of potential customers and used these lists to
send out product information specific to client interests.
Seven good reasons to establish an E-Zine
1. Establishes Trust
2. Brings Visitors Back
3. Establishes You as an Expert
4. Keeps Current & Potential Customers Up to Date on New Products & Services
5. Builds Relationships
6. Allows You to Build an Opt-In Email Marketing List
7. Keeps Your Website Fresh in Visitors' Minds

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E-mail:

Ethical methods of gathering e-mail addresses are through on-line

registration built into your corporate Web sites, or requests for information forms
that request submission to your opt-in lists.

An alternative is to purchase lists of customer e-mail addresses indexed by special

interests from a private company such as 'Postmaster Direct'. Online customers are
becoming increasingly selective about their relationships, the brands they trust, and
what they consider relevant. While most marketers are aware of privacy issues and
the risks of Spam, there is still need for improvement. Email marketing campaign
management is still fairly unsophisticated even at the largest of organizations.
Marketers have to think about the drivers of customer response and purchase. Over
time, as more is learned about your customer buying behavior, you can will isolate
campaign and program characteristics that drive your customer or visitor response
and action. Isolating the behavior of high value customers, business customers, or
the minority of customers who prefer to buy online will be critical. For example,
new online buyers get referrals when shopping online, while experienced frequent
buyers prefer search engines.

Affiliate Marketing:

Affiliate Marketing enables you to increase online sales by promoting your

products and services through a network of Affiliate sites on a payment-by-results
basis. It also provides the opportunity to generate additional revenue by exploiting
your site's own content to promote the products and services of other online
Merchants. A Merchant recruits content sites to partner with them as Affiliates in
exchange for commissions. A common third party provider such as Commission
Junction can be used. The Merchant provides their advertising banners and links to
their Affiliates and assigns a commission for each click-through to their site,
subscription to their service, or purchase of their products that is generated from
those links. Affiliates place the tracking code for these ads and links on their Web
sites. This allows clickthrough's to be tracked online and commissions to be
calculated. If a product or service is purchased, the customer pays the Merchant
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directly and the Affiliate is paid a commission for that transaction. The dating giant
adultfriendfinder.com has used this strategy to the maximum and has earned
millions of dollars by proper implementation of this strategy.

Banner Advertising: Banner advertising can play an extremely important role

within your website strategy. One can use banner advertising as a means of
promoting its own products and services, raising awareness, or as a way of
generating revenue by selling advertising space on your own website.

Purchasing Advertising: There are currently two widely recognized methods of

purchasing banner advertising. The rates for these are usually quoted on a cost per
thousand basis or (CPM). The rates you pay can vary tremendously as there is
currently no standard price model - so be prepared to negotiate!

Pay-Per-Impression: This method of purchasing banner advertising is based on a

charge for the number of times someone sees your banner. There are no guarantees
as to how many visitors will come to your site as a result of seeing your banner;
you are simply paying for the number of times your banner is displayed. Websites
that offer such programs include paypopup.com and adclicksor.com

Pay-Per-Visitor: This method of purchasing banner advertising is based on a

charge for the number of times someone visits your site as a result of clicking on
your banner. This is a better method of purchasing banner advertising as you are
only paying for results, although expect to pay a premium.

Pay- Per-Click: The revenue model of the Internet giant google.com has its very
own service which offers certain share of the profit that it makes by the click-thru
that a website generates from its ad sense codes. The revenue model is known as
google ad sense and almost every successful website uses this model to make
profits. The Google ad sense ads can be seen on websites like Times of India,
Moneycontrol.com, ManagementParadise.com and a lot many other reputed
websites.

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Branding

. While CTR and cost per sale relate to direct marketing objectives, another way of
looking at banner ads is as "branding" tools. They create brand awareness, and a
brand image in the viewer's mind, whether or not the viewer clicks on the ad.
Branding is very difficult to measure, but can be very powerful.
The average click through ratio on banners is just under 1%, although with a well
planned and executed advertising campaign using effective banners you can
increase this to as much as 15%, but be prepared to work at it. It is a good idea to
have a number of different banner ideas so that you can carry out small test
marketing campaigns with each one until you find those that work best. There are a
number of key issues that must be considered when designing a successful banner:
It must have an attention-grabbing headline.
It must be simple and get your point across.
It must invoke action (i.e.: "Click here")
It must download quickly.
It must be placed effectively on a web site, Location, Location, Location any
campaign is limited by the amount of advertising you can do depending on the size
of your budget. Therefore it is important that you target your market carefully so as
to maximize advertising spend on effective banner campaigns.

Rich Media Advertising:

Looking for ways to make online advertising more compelling, and hopefully
thereby more acceptable, marketers have increasingly been turning to streaming
advertising. In effect another kind of rich media advertising, streaming advertising
comes in two basic forms. First, it can either be part of a streaming audio or video
program on the web. With many people now listening to web radio or watching
web broadcasts, this makes perfect sense. After all, everyone is accustomed to
getting commercials on their TV or car radio. The other channel for streaming
advertising is essentially an infomercial. Consumers can download a streaming clip
for a product or service from a marketer's website. Two new studies recently
released suggest that the streaming advertising market is going to boom now and in

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the years to come. The giant ad selling company media turf uses this method for
providing content to advertisers.

Conferences:

By their nature conferences are organized for special interests. Advertising in

conference literature, print and electronic, is an excellent way to contact target
markets.

Collaborative Marketing: Team up with other business to:

Cross-promote - e.g. setting up links from one corporate Web site to another or
offering special promotions in partnership with complementary goods or services.

Advertise - share advertising. Participate in joint sponsorship of events,

initiatives, informational Web sites, mailing lists, bulletin board systems,
directories, etc.

Link exchange: with trade/professionals associations to support credibility of

firm, provide further market information to customers, build their awareness and
prepare them for the action of purchasing.

Sales Promotion:

Employing methods to stimulate sales through immediate or delayed

incentives to the customer. If the incentive is attractive, the price: value ratio is
adjusted favorably enough to affect a sale. This strategy should integrate with the
overall marketing mix to balance extra sales with long-term profit motives.
Examples of sales promotion strategies are:

Sampling - offering product samples, electronically.

Bonus offers - offering additional goods or services when making single purchases
(e.g. buy-one-get-one-free).

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Limited time offers - attracting visitors to return to a Web site.

Games with prizes: Useful to keep people coming back to Web sites.

Cross-product sampling: When a customer makes a purchase they have

an opportunity to try out another company‗s product/service. Also, the customer

may have the opportunity to try out more than one company‗s product/service
while testing another. Useful for complementary products/services.

Feature pricing: providing special pricing to those that order electronically.

Cross-promotions with other companies‟ products/services - Buy a company‗s

product/service and get a coupon for another company‗s product/service.

Publicity:

The goal of publicity is to have others talk about the small business or its
products. It can be inexpensive or even free and it may have the potential to
generate far more in sales than even a well executed advertising plan.

Promotional Publications:

Facilitate customer education, with the intention of building corporate image

and even brand awareness, the small business may sponsor and/or publish its own
electronic magazine on the Web, e-mail, etc. These are useful in fields where the
customer needs information to develop sufficient knowledge for movement
through the first three stages of the sales process of awareness, interest, and desire.
Although time consuming, they replace or complement the print versions of
newsletters/corporate magazines/flyers.

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Subscriptions:

Business marketers may use their Web sites to encourage visitors to

subscribe to receive regular email messages from the company. These messages
are called digests or newsletters, and are a clever way for marketers to push
product news to willing customers.

Controlled-access Web pages:

Clever business marketers may use their Web site to attract new customers.
They might publish a Web page that allows customers to download a free trial
version of a software application that expires after a time if not paid for. Or,
customers might receive an e-mail message inviting them to visit a private Web
page on the company‗s intranet, and giving them a password. The company, as a
way of encouraging a sale, offers customers who visit the page a prize or
enticement of some sort.

Public Forums:

These are often community-based or interest-based sites that allow visitors

to communicate with one another. An opportunity for small businesses to reach to
their intended target group via these forums is by posting messages or by
sponsoring such a forum. E-mail based forums appeal to a wider audience due to
the greater use of this application over Web-based forums. Web based forums are
advantageous for their superior display of advertising images/messages.

Resellers:

Some sites will remarket other companies‗ products as intermediaries. The

companies that host these sites may have invested significant resources in making
them attractive to the target audience a small business is interested in attracted. By
piggybacking on another company‗s efforts, cost-efficiencies may be realized by
engaging in a reselling arrangement.

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E-mail Links:

Visitors to a site should have the opportunity to correspond with the host of
that site, especially if out of the telephone area or time zone. E-mail links may be
strategically placed throughout the site to elicit response from visitors for at
various points. These are also useful for feedback on site maintenance problems.

On-line Surveys:

Information may be collected on the visitors to a Web site through

registration forms, on-line surveys, or through tracking of areas of site they visit.
These websites also offer referrals wherein if you refer someone to their site and
the person becomes a member then you are paid commission on that.

Virtual Malls:

Web based sites that allow companies to post their products or services for
sale long with other companies. These may be product specific, may be arranged
by complementary products, or may have products that are not related except by
their companies‗ desire to attract a similar target audience.

Measurement:

The Internet has the unique ability to provide marketers with detailed
information about the success of their Web marketing programs. Companies can
track visitors to their site and collect information about them from their―cookies,‖
then process this information using Web site analysis software.
Cookies are a type of digital identification, which is read every time the user
connects to a public Web site. The Web site can collect some very basic
information about the user (e-mail address, time of day the site was accessed,
which pages were visited) and use it to create visitor profiles. Visitors can then be
identified as ―old‖ or ―new‖ when they visit the site.
Cookies are an essential part of many companies‗ business strategies. The
information collected from them is used to measure site visitors, develop user

25
profiles, and target advertising— in much the same way that television allows
advertisers to target their message to a certain demographic.

Advertising on the Internet: emerging issues

Internet might be a catchy advertising medium. But, there are quite a few
issues that need to be sorted out.

Advertising on the Net is slowly catching on. In developed economies,

advertising on the Net accounts for anything between seven and 7.5 per cent of the
total advertising cake. Fine, how large is online advertising in India?
Various estimates put the size of online advertising in India between Rs 24 crore
and Rs 29 crore, which is much less than one per cent of the total advertising cake.
Why is online advertising so small in India? Why aren't the advertisers putting
their money on Net advertising? For instance, Hindustan Lever‗s advertising
budget is upwards of Rs 700 crore and out of this; the company spends not more
than Rs 25 lakh on online advertising. Is this because Net penetration in India is
not deeper? Yes, to an extent.

Slow motion

However, this might not be the case for long. For, initiatives are on to
increase the number of Internet users. It is estimated that Internet subscribers will
increase to around 35 million by 2008 from the current figure of one million.
Not only that, a drive is on to make Internet more affordable. For instance, the
Reliance group is planning to set up 7,800 cyber kiosks in Madhya Pradesh and
BSES is planning to put up 1,000 cyber kiosks in Bombay. And the UK-based
WorldTel, in partnership with the Reliance group, is working at building 1,000
community Internet centres in Tamil Nadu.
There is a question here, however. If numbers are the only factor, then how is that
Net advertising has picked up in Hong Kong, which boasts of 1.8 million Net users
compared to some 3.5 million in India. So, there are other reasons why online
advertising is going through a slow motion in India.

26
One such reason is this: there is no official organization in India that monitors and
regulates the online advertising industry. And there is no mechanism available for
tracking viewership of advertisements. Says Apurva Purohit, media director with
the Mumbai-based FCB-Ulka Advertising: "While television has two people meter
services, Tam (IMRB) and Intam (ORG-MARG), there is no possible mechanism
to enable working out optimized schedules on the basis of ad viewer ship rather
than programme viewership."
True. Only such a mechanism can help to track ad viewership patterns much more
accurately and monitor television advertisements effectively. The very reason that
ad viewerships in online advertising are not monitored and audited is making quite
a few corporate advertisers go slow in latching on to the Internet medium. Says B
Venkataramanan, group media manager of the Mumbai-based Hindustan Lever: "I
am skeptical about the kind of figures most dot-coms come up with. So, we will be
going about online advertising in a planned way."
All these might become things of the past with quite a few studies on online
advertising in the pipeline. For instance, AC Nielsen is looking at rating Net
advertisers and ORG-MARG is planning to kick off its research on Net
advertising.

The cost factor

Absence of a monitoring mechanism apart, online advertising has to live

with another hurdle. Many advertisers are not aware of the benefits online
advertising can offer over the traditional media. What needs to be done? The
advertising industry should take efforts to educate potential Net advertisers about
the advantages of advertising on the Net.
Some steps have already been taken in this direction. For instance,
advertising networks such as Media2Net, Rightserve and Mediaturf are doing their
bid to fuel online advertising in India. Rightserve of Hughes Software is said to be
spending nearly Rs two crore on seminars, advertisements and road shows for
creating awareness about the online advertising concept.

27
 There is another reason why advertising on the Net has not really picked up.
And that is the perception that advertising on the Net is expensive. Is this
perception right?
Compare the cost of a banner advertisement on the Net with a television
commercial. Though the cost of an advertising campaign on the Net could be
anywhere between Rs 15,000 and Rs 1.5 lakh, advertising in the press or television
will cost upwards of Rs 50 lakh. Does this not make advertising on the Net cheap?
No. For, whether advertising on the Net is cost-effective or not depends on the
value per advertising Rupee.
That means, it is essential to express advertising costs on the Net in terms of
cost per thousand (CPT). Here is what Amardeep Singh, a Mumbai-based media
consultant with Mediaturf.com, has to say: "A thirty- second television commercial
will cost between Rs 250 and Rs 300 per thousand, while a ten-second banner on a
reputed site such as Rediff.com will cost as much as Rs 500 to Rs 1,000 per
thousand."
The implication: value per Rupee spent on advertising is higher in the case
of television. That is efficiency is higher in the case of television advertising, while
in absolute terms advertising costs are lower as far as the Net is concerned.
Fine, but how are rates fixed for advertising on the Net? It is a difficult poser
considering the fact that rates for advertising on the Net have no rationale behind
them. For instance, Rediff.com just adopted the international rate charged by
Yahoo.com. Other websites in India just took the Rediff.com's rate as a benchmark
and adjusted their rates accordingly. But, the issue here is this: since the number of
Net users in India is limited now, these Indian rates are not justified.
What are the emerging trends as far as cost of online advertising is
concerned? Currently, rates for a simple banner advertisement on the Net need to
come down. Already, Mediaturf is working in this direction. It wants to bring
down the cost of Net advertising at least by 50 per cent. Mediaturf believes that
when the rates come down, volumes should go up.
And that has been the international experience. In the USA, when the rate
for a full banner advertisement fell from US $33.22 to US $30.52 per thousand
impressions, online advertising outlays too rose during the same period.

28
Online Constraints

As efforts to eliminate wastages in online advertising take off; efforts are

also needed to eliminate the attendant constraints. In online advertising, one can
stream audio and video technologies together with faster bandwidths and delivery
channels in a bid to present the same idea with the use of sound, music and visual
imagery and make interactions with the banner possible.
But, this is not possible in India, thanks to the existing bandwidth problems.
However, soon bandwidth will cease to be an issue.
Despite the bandwidth constraint, the Coco-Cola television commercial is
being aired in Zeenext.com. This initiative has been taken by Mediaturf and a
Bangalore-based software programmer, who have found a way to use the Net to air
commercials with the dial-up mode and thus overcoming the bandwidth constraint.
Anyway, with massive investments coming in bandwidth, there could be a glut
soon.
Sure, India has an advantage in online advertising, thanks to the fact that
online advertising depends so much on technology and software programming.
So, the days of innovative banners and convergence of real-time advertising
are not far. But, effective online advertising calls for skills in consumer and
relationship management.
The prospects are of course bright for online advertising. E-commerce will
only help the spread of online advertising. Estimates are that in a couple of years
online advertising
Could touch Rs 300 crore, two per cent of the total adspend in the country.
And Nasscom's estimates are that online advertising could touch Rs 750 crore by
2002.

Understanding the Internet Customers

Now to be able to use the seven P‗s effectively in order to achieve the
predefined goals of any organization it is imperative to understand the customers.
Customization will only be truly effective if we understand our customers and their
true needs.

29
 Before adapting marketing practices to the Internet, the marketer needs
to understand the characteristics of the online customers. The Net users can
be classified into five categories depending upon their intention of using the
Internet.
The five categories of users are:

Directed Information Seekers:

They require specific, timely and relevant information about the products
and services being offered.

Undirected Information Seekers:

These users require something interesting and useful. Something that can
give them an edge, advantage, insight or even a pleasant surprise.

Bargain Hunters:

They are of two kinds. One who look for free items on the internet and other
who are seeking better deals, higher discounts etc.

Entertainment Seekers:

They see the Web as an entertainment medium of vast breath and potential
and want to explore the medium before the mass gets there.

Directed Buyers:

They want to buy something - now. They are sure what they require and just
log on to the Web to purchase the item.

30
Critical Success factors in E-Marketing

Having observed the evolving paradigms of business in the Internet era,

there are five critical success factors that the E-Marketer has to keep in mind.

Attracting the Right Customer:

Is the first crucial step. Rising digital penetration would mean that the
number of customer visiting particular sites would inevitably go up. While the
number of eyeballs or page views has so far been conveniently used as a
satisfactory measure by most web sites, it would be foolish to cater to the whole
spectrum of digital visitors. Content has to be very target specific. The digital
company has to select its target segment by finding out which section of customers
are the most profitable in terms of revenue transactions and who are the customers
who generate the maximum number of referrals. Here again it is important to note
that the majority of online customers are not seeking the lowest price. Rather they
are seeking convenience above everything else. The power of customer referrals
has never been so enormous, since word of the mouse spreads faster than word of
the mouth. E-Bay attracts more than half of its customers through referrals. Not
only do referred customers cost less to acquire than those brought in by advertising
or other marketing tools, they also cost less to support since they use their friends
who referred them for advice rather than using the companies‗ own technical desk.

Delivering Content Value to engage the user’s interest:

Is the critical importance in retaining customer participation. This is
because content serves as a powerful differentiator. Content would include Product
enhancements (Software patches for glitches), personalized interactions (through
customized navigation paths as seen on the web sites of GM and Toyota) and
Problem Resolution (updates of delivery schedules and e-mail responses). Integral
to the concept of delivering proper content value is innovation. The retail financial
services industry, for example, is changing rapidly with multiple players jockeying
for position. Product innovation serves as a key tool to attract new customers.

31
Changing patterns of Marketing

Traditional Marketing V/s Internet Marketing

Marketing over the years more so recently has started being used
interchangeably with advertising. Now since the explosion of the internet;
advertising paradigms have been constantly changing.
The first Web advertisement was placed on the Hot Wired web site in October
1994. AT&T, MCI, Sprint, Volvo, Club Med, ZIMA were the first to try it out and
the Internet advertising has come a long way since then. Here, I would attempt to
compare Internet Advertising with Traditional Advertising:
Let‗s have a look:

Traditional Advertising:
 Traditional advertising is static.
 Space is not a restricting factor
 The proportion of advertising to editorial is high sometimes 50:50.
 Does not evoke immediate action.
 Response to the action is not immediate.
 Advertisements are passively received.
 Advertising does not always target a much focused audience.
 Advertisements are ubiquitous.

Whereas Internet Advertising:

 It is dynamic with multimedia- supporting text and graphics video sound all
together.
 Space is a problem, as regards size of the banners etc.
 A web page would be 91% editorial and 9% advertising.
 Invokes immediate action as you at-least need to click on the add.
 First response is immediate as when the user clicks, the person is directed to
other web page with more details.
 The user has high attention level and concentration while using the net, and
hence they notice the add. (please refer the chapter)

32
  This can be much focused.
 Advertisements catch users when they are on the lookout for something. For
example the search is for travel on a search engine there are ads of travel
agents on the net.

Thus we see that advertising is changing and so are the rules for advertising on the
internet. So while designing or formulating any advertising strategy for a brand on
the internet a manager has to take in to account factors like: -
1. The Internet has made a huge impact on advertising. Companies should be
careful as regards joining the IT bandwagon. They should not advertise on
the net just to project themselves as a techno savvy company or maybe
because their competitor is doing the same thing. It should be a well-
planned campaign full of specific information and attention catching.
2. One more thing would be to generate 'search' specific advertising. This
would mean that if I give a search for books on the search engine, the ads
displayed would be related to the books.
3. Generally, people perceive the ads to be time consuming and full of
unwanted information.
4. Care should be taken to design the ads in such a way that the information
they provide or the hyperlinks they provide to a site gives adequate and
specific information.
5. The ads and the subsequent information on the web site should be
constantly updated and highlighted in the ads and thus induce repeated
clicks on the add.

Personalization Tools

Tools such as the software that creates personalized interfaces between e-

businesses and customers hold tremendous promise for value exchange and
contextual commerce. To be sure, the value of personalization has yet to be fully
demonstrated in practice. (Fewer than 15 percent of visitors to Yahoo! have chosen
to set up a "My Yahoo!" page for themselves.) Personalization tools also present
risks, as well as real operational challenges, such as managing privacy,
intrusiveness, and opportunity costs. For that reason, many practitioners still
question the short-term return on investments in personalization tools.
33
Collaborative Tools

They facilitate word of mouth, or what might be called "branded person-to-

person communications"—for instance, the ratings that buyers offer sellers on
eBay, the Lands‗ End "shop with a friend" feature, Raging Bull‗s discussion
boards, and Pert‗s viral marketing (which encourages consumers to e-mail their
friends instructions for obtaining free Pert Plus samples). Collaborative tools such
as consumer ratings, though essential for content- and community-oriented digital
brands, are underutilized.

Purchase-process Streamlining Tools

They eliminate such physical-world constraints as the need to walk into a

store to purchase a product. Amazon‗s one-click ordering system, for example,
eases transactions by sparing repeat customers the inconvenience of inputting
transaction data. Peapod‗s shopping lists save consumers time by recording the
products they purchased previously. The fact that most e-shoppers drop out of the
buying process during the last clicks suggests that improvements along these lines
might be very worthwhile.

Self-service Tools

They allow customers to obtain answers and results without the delays and
inconsistencies that more often than not characterize human efforts to provide
assistance. Such tools include software for tracking orders, preparing statements,
and changing addresses
on-line. Although incumbents often have difficulty integrating these Web-based
tools with legacy systems, the tools are indispensable for banks, retailers, and other
e-businesses that handle large volumes of transactions.

34
Do-it-yourself product design tools

They allow consumers to customize products and services, either with the
help of configuration options or from scratch. Dell Computer, for example, lets
customers design their own systems on-line by choosing from a range of options;
customers of Music.com and Listen.com can download the music of various artists
onto a single compact disc. But the need to create manufacture-to-order systems to
capture the potential of these tools may make them uneconomical in industries that,
unlike software and music, are not based on information.

35
Methodology
Sources of data

The data needed for the study has been collected through primary and secondary
data

Primary data

Primary data has been collected through distributing questionnaires to know about
the public to know weather, customer are satisfaction in Internet Marketing.

Secondary data

 Book journals

 Websites

36
DATA ANALYSIS AND INTERPRETATION

37
 1) Do you know about Internet Marketing?

TABLE: 1

Options No of Respondents Percentage

Yes 41 82%

No 9 18%

Interpretation:
From the above table it is inferred that 82% of the people are aware of
Internet Marketing and only 18% of the people are not aware of this type of
marketing.

38
90
82
80

70

60

50

40

30
18
20

10

0
Yes No

39
 2) How far Internet Marketing helps to you?

TABLE: 2

Options No of Respondent Percentage

25% 9 18%

50% 24 48%

75% 13 26%

100% 4 8%

Interpretation:
From the above table it is inferred that 18% of the respondents says Internet
Marketing is 25% help full and 48% says it is 50% help full and 26% says it is
75% help full and only 8% of respondents says it is 100% help full to the
customers.

40
 8
18

26

48

41
 3) Is Internet Marketing welcomed by customers?

TABLE: 3

Options No of Respondent Percentage

Yes 22 44%

No 28 56%

Interpretation:
From the above table it is inferred that 44% of the respondent says Internet
Marketing is welcomed by customers and 56% of the respondents says that it is not
yet welcomed by the customers.

42
60 56

50 44

40

30

20

10

Yes
No

43
 4) Does Internet Marketing make your purchase easy?

TABLE: 4

Options No of Respondent Percentage

Yes 34 68%

No 16 32%

Interpretation:
From the above table it is inferred that 68% of the respondent says Internet
Marketing makes the customer purchase easy and the other 32% of the respondent
says it is not so easy for the customers to make a purchase in internet marketing.

44
 68
70

60

50

40
32
30

20

10

0
Yes
No

45
5) Have you ever been cheated while doing your purchase
through Internet Marketing?

TABLE: 5

Options No of Respondent Percentage

Yes 16 32%

No 34 68%

Interpretation:
From the above table it is inferred that 32% of the respondent says that
customers are cheated while doing purchase through Internet and 68% of the
respondent says that customers are not cheated in Internet Marketing.

46
No
68

Yes 32

0
10 20
30
40
50
60
70

47
 6) If yes in what case you’re cheated?

TABLE: 6

Options No of Respondent Percentage

Damaged Goods 16 32%

Delay of Delivery 21 42%

Money Transactions 9 18%

Fake Marketing 4 8%

Interpretation:
From the above table it is inferred that 32% of the respondent says that
customers are cheated in damage of goods and 42% of the respondent says that
customers are cheated in delay of goods and 18% of the respondent says that
customers are cheated in money transactions and 8% of the respondent says that
customers are cheated in fake marketing.

48
45
40
35
30
25
20 42
32
15
10
5 18
0
8
Damaged goods
Delay of
delivery Money
transaction Fraud
Marketing

49
 7) Is Internet marketing better than other marketing?

TABLE: 7

Options No of Respondent Percentage

Yes 18 36%

No 32 64%

Interpretation:
From the above table it is inferred that 36% of the respondent says that
Internet Marketing is better that other types of market and 64% of the respondent
says it is not better than other types of market.

50
 36

Yes
No

64

51
 8) Can you save your time through Internet Marketing?

TABLE: 8

Options No of Respondents Percentage

Yes 44 88%

No 6 12%

Interpretation:
From the above table it is inferred that 88% of the respondents says that
Internet Marketing saves the time of the customer and only 12% of the respondent
says that Internet Marketing does not save the time of the customers.

52
12

Yes
No

88

53
 9) Internet Marketing is suitable for what type of customer?

TABLE: 9

Options No of Respondents Percentage

Lower middle class 0 0%

Middle class 6 12%

Upper class 16 32%

High class 28 56%

Interpretation:
From the above table it is inferred that none of the respondent says that
Internet marketing is affordable for the lower middle class customers and only
12% of the respondent says that it is affordable for the middle class customers and
32% of the respondent says that it is affordable for the upper class customers and
56% of the customers say that it is affordable for the high class customers.

54
60
56
50

40
32
30

20
12
10
0
0

Lower middle
class Middle class
Upper class
High class

55
 10) Will you trust Internet Marketing?

TABLE: 10

Options No of Respondents Percentage

Yes 22 44%

No 28 56%

Interpretation:
From the above table it is inferred that 44% of the respondents says that
Internet Marketing is trusted by the customers and 56% of the respondents says
that it is not trusted by the customers.

56
100%
90%
80%
70%
60%
50% 44
56
40%
30%
20%
10%
0%

Yes
No

57
 11) Do you think Internet Marketing is changing more?

TABLE: 11

Options No of Respondents Percentage

Yes 37 74%

No 13 26%

Interpretation:
From the above table it is inferred that 74% of the respondents say that
Internet Marketing is improving and the rest 26% of the customers says that
Internet Marketing is not changing it‘s the same.

58
26

Yes
No

74

59
 12) Problems faced by you in Internet Marketing?

TABLE: 12

Options No of Respondents Percentage

Bad Server 13 26%

Illegible Webpage 6 12%

Time Consuming 11 22%

Server Busy 20 40%

Interpretation:

From the above table it is inferred that 26% of the respondent say that they
face problem because of bad server and 12% of the respondent says because of
illegible webpage and 22% of the respondent says because of time consuming and
40% of the respondent says that they face problem because the server is busy.

60
40 40
35
30 26
25
22
20
15 12
10
5
0
Bad server
Illegible
webpage Time consuming
Server busy

61
 13) Which age group of customers is more attracted in this
kind of market?
TABLE: 13

Options No of Respondent Percentage

16-26 26 52%

27-36 12 24%

37-46 6 12%

All the above 6 12%

Interpretation:
From the above table it is inferred that 52% of the respondent says that the
customers from the age group of 16-26 of age are more attracted to Internet
Marketing and 24% of the customers are from 27-36 of age and 12% are from 37-
46 and another 12% of the respondent feels that all the age grouped customers are
attracted to Internet Marketing.

62
 12

12
16-26
27-36

52 37-46
All the above

24

63
 14) In what way you are benefited through Internet
Marketing?
TABLE: 14

Options No of Respondent Percentage

Easy to Use 16 32%

Less Time Consuming 26 52%

Easy to Pay 8 16%

Interpretation:
From the above table it is inferred that 32% of the respondent says that
Internet marketing is easy to use and 52% of the respondent says that it is less time
consuming and the remaining 16% of the respondent say‘s Internet Marketing is
easy to pay.

64
9
8.2
8

4
3.2
3

2 1.4
1

0
Easy to use Less time consuming Easy to pay

65
 15) Is this marketing more powerful than other marketing?

TABLE: 15

Options No of Respondents Percentage

Yes 20 40%

No 30 60%

Interpretation:
From this table it is inferred that 40% of the respondent says that Internet
Marketing is powerful than other types of market and 60% of the respondent says
that this is not so powerful than other types of market.

66
 Yes
No

67
Findings:
 82% of the respondents are aware of Internet Marketing and
18% of the respondents are not aware of Internet Marketing.

 18% of the respondents say they are 25% satisfied with Internet
marketing and 48% are 50% satisfied and 26% of respondents are
75% satisfied and only 8% of the respondents are 100% satisfied.

 44% of the respondents welcome Internet marketing and the

remaining 56% of the respondents says no to internet marketing.

 68% of the respondents say Internet marketing makes their purchase

easy and the remaining 32% say that it‘s not easy to make a purchase
in Internet marketing.

 32% of the customers are cheated through internet marketing

 32% of the customers are cheated in damaged goods and 42% on

delivery of goods

 64% of the customers say Internet marketing is not better than other
marketing.

 88% of the customer says that internet marketing saves their time.

 From the survey it is clear that only High Class people are benefited
in this kind of marketing.

 56% of the customers do not trust Internet marketing.

 From the survey it is clear that Internet marketing is changing a lot in

the society

68
  Many of the customers say that they carry a problem of Server Busy
often when they do marketing in Internet.

 It is clear that most of the adults are using this Internet marketing.

 The survey says that most of the respondents say that Internet
marketing saves the time of the customer.

 Still in India Internet marketing is not so powerful than other types of

marketing.

Conclusion

The Internet will continue to play a significant role in the field of marketing.
Many will need to further their studies on the benefits and barriers that the Internet
has on the various marketing mediums. Theorists may gain new ideas about the
Internet and evaluate whether current marketing theories can continue to be applied
to the study of the Internet. Practitioners may continue to conduct market research
to determine what consumers want, and policy makers must address topics such as
security, consumer protection and taxes.
As the field of Internet Marketing explodes, there still will be a need for traditional
advertising. Internet Marketing does not threaten the existence of traditional
marketing techniques. Rather, it complements the efforts. Although Internet
Marketing provides valuable assets such as an increased awareness of brand name,
traditional marketing efforts still can address some of the disadvantages of online
shopping. For example, traditional marketing efforts can (1) promote brick-and-
mortar shopping experiences based on the opportunity for social interaction, and
(2) allow consumers to actually see and physically touch a product before
purchasing.

Two popular Internet marketing strategies are site-centric and symbiotic

marketing. Both approaches are viewed to be at opposite ends of the spectrum.
However, some organizations have used both methods in their Internet strategies.

69
Although the site-centric has the central site as its foundation and base, the
techniques can be expensive and unaffordable for small businesses. The symbiotic
marketing strategy is more cost effective and provides organizations with an
avenue to develop ―a presence on the key portal sites in the business-to-business
market‖ (Lockett & Blackman, 2001). However, it has its downside, especially for
large organizations. There tends to be a need for a longer lead time and it may
require more persistence than the site-centric mode

Suggestions from the Study:

Even though Internet marketing is been developed all over the world, there
are certain areas in which the customers feel that Internet marketing has to change
they are as follows:

 The marketing should be easy for the less educated people also.

 Price of the products should remain same

 People feel that the company should assure that they are paying their
money worth fully

 It should be more easier and attractive

 It should have more advertisement of their products

 It should avoid more advertisements while purchasing in Internet

70
 QUESTIONNAIRE ON INTERNET MARKETING

Name: _________________ Designation: __________________

Organization: _________________ Place : __________________

1. Do you know about Internet Marketing?

a) Yes [ ] b) No [ ]

2. How far Internet Marketing helps to you?

a) 25% [ ] b) 50% [ ]

c) 75% [ ] d) 100% [ ]

3. Is Internet Marketing welcomed by customers?

a) Yes [ ] b) No [ ]

4. Does Internet Marketing makes your purchase easy?

a) Yes [ ] b) No [ ]

5. Have you ever been cheated while doing your purchase through Internet

Marketing?

a) Yes [ ] b) No [ ]

71
6. If yes in what case you‘re cheated?

a) Damaged goods [ ] b) Delay of delivery [ ]

c) Money transactions [ ] d) Other‘s if any _____________

7. Is Internet marketing better than other marketing?

a) Yes [ ] b) No [ ]

8 Can you save your time through Internet Marketing?

a) Yes [ ] b) No [ ]

9. Internet marketing is suitable for what type of customers?

a) Lower middle class [ ] b) Middle class [ ]

c) Upper class [ ] d) High class [ ]

10. Will you trust Internet marketing?

a) Yes [ ] b) No [ ]

11. Do you think Internet marketing is changing more?

a) Yes [ ] b) No [ ]

12. Problems faced by you in this type of market?

a) Bad server [ ] b) Illegible web page

c) Time consuming [ ] d) Server busy

72
13. Which age group of customers are more attracted in this kinds of market?

a) 16-26 [ ] b) 27-36 [ ]

c) 37-47 [ ] c) All the above [ ]

14. In what way you are benefited through Internet marketing?

a) Easy to use [ ] b) Less time consumption [ ]
c) Easy to pay [ ] d) Other‘s if any ___________________________

15. Is this marketing more powerful than other marketing?

a) Yes [ ] b) No [ ]

16. Your opinion about Internet Marketing?

_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
___________________________

Thank you for your kind co-operation.

73
BIBLIOGRAPHY

Books

Marketing Management- Philip Kotler

Marketing.Com – Vijay Mukhi
E-Business Essentials- Matt Haig

Websites

www.rediff.com
www.hungama.com
www.fabmart.com
www.j-info.com
www.marketingterms.com
www.internetworldstats.com

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