“COMPARATIVE ANALYSIS OF TRADITIONAL

MARKETING AND ONLINE MARKETING WITH SPECIAL

REFERENCE TO THRISSUR DISTRICT”

Project Report submitted to

UNIVERSITY OF CALICUT

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE

Submitted by

BABINA BENNY
(CCASBCM145)

Under the supervision of

Mr. ASLAM P.S

DEPARTMENT OF COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

MARCH 2021
 CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

UNIVERSITY OF CALICUT

DEPARTMENT OF COMMERCE
CERTIFICATE

This is to certify that the project report entitled “ COMPARATIVE

ANALYSIS OF TRADITIONAL MARKETING AND ONLINE
MARKETING WITH SPECIAL REFERENCE TO
THRISSSUR DISTRICT” is a bonafide record of project done by
BABINA BENNY, Reg. No. CCASBCM145, under my guidance and
supervision in partial fulfillment of the requirement for the award of the degree
of BACHELOR OF COMMERCE and it has not previously formed the basis for
any Degree, Diploma and Associateship or Fellowship.

Prof. K.J. JOSEPH Mr. ASLAM P.S

Co-ordinator Project Guide
 DECLARATION

I, BABINA BENNY, hereby declare that the project work entitled

“COMPARATIVE ANALYSIS OF TRADITIONAL
MARKETING AND ONLINE MARKETING WITH SPECIAL
REFERENCE TO THRISSUR DISTRICT” is a record of independent
and bonafide project work carried out by me under the supervision and guidance
of Mr. ASLAM P.S, Assistant Professor, Department of Commerce and
management studies, Christ College, Irinjalakuda.

The information and data given in the report is authentic to the best of my
knowledge. The report has not been previously submitted for the award of any
Degree, Diploma, Associateship or other similar title of any other university or
institute.

Place: Irinjalakuda BABINA BENNY

Date: CCASBCM145
 ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all people
who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose
divine guidance; I have been able to complete this work successfully.

I would like to express my sincere gratitude to Rev.Dr. Jolly Andrews, Principal-

in-Charge, Christ college Irinjalakuda for providing various facilities.

I am thankful to Prof. K.J. Joseph, Co-ordinator of B.Com (Finance), for

providing proper help and encouragement in the preparation of this report.

I am thankful to Mrs. smitha Antony, Class teacher for her cordial support,
valuable information and guidance, which helped me in completing this task
through various stages.

I express my sincere gratitude to Mr. ASLAM P.S, Assistant Professor, whose

guidance and support throughout the training period helped me to complete this
work successfully.

I would like to express my gratitude to all the faculties of the Department for
their interest and cooperation in this regard.

I extend my hearty gratitude to the librarian and other library staffs of my college
for their wholehearted cooperation.

I express my sincere thanks to my friends and family for their support in

completing this report successfully.
 TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1–5

CHAPTER 2 REVIEW OF LITERATURE 6-7

THEORETICAL
CHAPTER 3 8 – 12
FRAMEWORK

DATA ANALYSIS AND

CHAPTER 4 13 – 37
INTERPRETATION

FINDINGS, SUGGESTIONS
CHAPTER 5 38 – 41
& CONCLUSION

BIBLIOGRAPHY

APPENDIX
 LIST OF TABLES

TABLE
TITLE PAGE NO:
NO:

4.1 Age wise classification of respondents 13

4.2 Gender wise classification of respondents 14

4.3 Educational qualification of respondents 15

4.4 Monthly income of respondents 16

4.5 Purchase from online by respondents 17

4.6 Attentiveness in online marketing by respondents 18

4.7 Irritation caused by online marketing advertisements 19

4.8 Quality of products in online marketing 20

4.9 Satisfaction with online marketing 21

The benefits does traditional marketing offer over

4.10 22
the online marketing

4.11 Rating of traditional marketing by respondents 23

The loopholes does online marketing carry over

4.12 24 – 25
traditional marketing

4.13 Method of marketing mostly preferred by people 26

4.14 Safety of traditional marketing in use 27

Traditional marketing is better than online

4.15 28
marketing
 Online marketing provides products at reasonable 29
4.16
price than traditional marketing

Traditional marketing provides more satisfaction than 30

4.17
online marketing

Online marketing influence more to buy a product 31

4.18
than traditional marketing

Traditional marketing provides best quality product 32

4.19
over than online marketing

Traditional marketing is time consuming than online 33 – 34

4.20
marketing

Online market has far more freedom of choice than a 35

4.21
traditional marketing

Getting a new product launching info via online 36

4.22 marketing than a traditional marketing is more
informative

Traditional marketing is more reliable to use over 37

4.23
than online marketing
 LIST OF CHARTS

FIGURE
TITLE PAGE NO:
NO:

4.1 Age wise classification of respondents 13

4.2 Gender wise classification of respondents 14

4.3 Educational qualification of respondents 15

4.4 Monthly income of respondents 16

4.5 Purchase from online by respondents 17

4.6 Attentiveness in online marketing by respondents 18

4.7 Irritation caused by online marketing advertisements 19

4.8 Quality of products in online marketing 20

4.9 Satisfaction with online marketing 21

The benefits does traditional marketing offer over the

4.10 22
online marketing

4.11 Rating of traditional marketing by respondents 23

The loopholes does online marketing carry over

4.12 24 – 25
traditional marketing

4.13 Method of marketing mostly preferred by people 26

4.14 Safety of traditional marketing in use 27

4.15 Traditional marketing is better than online marketing 28

4.16 Online marketing provides products at reasonable 29

price than traditional marketing

4.17 Traditional marketing provides more satisfaction than 30

online marketing
4.18 Online marketing influence more to buy a product than 31
traditional marketing

4.19 Traditional marketing provides best quality product 32

over than online marketing

4.20 Traditional marketing is time consuming than online 33 – 34

marketing

4.21 Online market has far more freedom of choice than a 35

traditional marketing

4.22 Getting a new product launching info via online 36

marketing than a traditional marketing is more
informative

4.23 Traditional marketing is more reliable to use over than 37

online marketing
 CHAPTER 1
INTRODUCTION
1.1 Introduction

We all are aware that the marketing trends in today’s era are changing at a very
fast pace and the market has drifted to digital marketing from traditional
marketing. The marketer’s have now shifted to digital platforms for promoting
their brands as digital marketing platforms like e-commerce websites, google
ads, emails etc. are used more frequently and are available to the maximum
number of the targeted audience .So rather than spending marketing efforts and
money on the traditional ways of marketing ,the marketers /businesses and the
companies are now switching to the digital marketing platforms for reaching out
to the maximum number of targeted consumers and for generating more revenue
and profit for their brand . It is important to understand that choosing a promising
market is not the only step for a successful business, one must know how to
convert this promising market/ opportunity/consumer into a successful business
leads or promising customers. There is a population that still abides by the
traditional methods of marketing and does not believe in online transactions or
online marketing ,however, the market has seen a trend of exponential growth in
the number of customers or consumers who are using the internet for their day
to day transactions.

Traditional marketing is a type of marketing. It refers to any type of

marketing that isn’t online. It is a conventional mode of marketing that helps to
reach out to a semi-targeted audience with various offline advertising and
promotional methods. Traditional marketing may have evolved over the past few
decades, but the fundamental aspects remain the same. The selling techniques
that we use today heavily rely on the infamous four Ps of marketing: Product,
Price, Place and Promotion. Traditional marketing uses traditional media like
magazines, TV, Radio and newspapers. This helps to reach targeted audiences.
Traditional marketing gained the people’s trust by focusing on providing values
that people can reliably count on every time. It is the painstaking adherence to
consistency that leads to favourable opinions which results to awareness,
conversion and eventually, loyalty.

1
 Another type of marketing is online marketing. It refers to any form of
advertising or marketing on the web. Online marketing also known as digital
marketing and internet marketing. Online marketing or promotion has become
handy and the marketers can grab the attention of the consumers more easily.
Also, we have automation on a boom and online marketing is highly automated
process that reduces a lot of manual process involved both for the consumers and
the marketers. Online marketing is a broad field, including attracting customers
via email, content marketing, search platforms, social media and more.

1.2 Statement of the problem

In this competitive world, the offline market is dominated by online market

which is a life in promotion and advertisement. Online shopping is rising very
fast in recent years. Today, more people are connecting to the Internet and are
ready to do business through online. Online or e-marketing is a kind of electronic
marketing which allow the consumer to purchase goods over the internet directly
from the companies using a web browser. Online marketing is a power full tool
for selling and buying products to increase profits. Online marketing help to
collect direct feedback from the customers and customers can share their
experience after using the product. Online marketing is dominating to offline
businesses by continuous online advertisement strategies like Email marketing,
Social media marketing etc. Traditional marketing is the process of marketing
used in traditional way without help of digital technology like web, social media
etc. Traditional marketing has been used by marketers for a long time. The sellers
are using the traditional channels such as face to face communication, Banners,
catalogues, TV, radio and magazines etc. to sell to their products to consumers.
Marketing has been done physically.

1.3 Scope of the study

The scope of the study limited to the perception and satisfaction towards
online and traditional marketing in customers of Thrissur district.

2
1.4 Significance of the study

Marketing is the social and managerial process by which individuals and

groups obtain what they need and want through creating and exchanging
products and vales with others. There are 2 types of marketing. Today’s scenario
consumers are shifted to online marketing from traditional. This study tries to
find the type of marketing which influences the consumers to choose for
purchasing products and their perception and satisfaction of traditional and
online marketing.

1.5 Objective of the study

➢ To determine the demographic profile of the respondents.
➢ To compare the perception of respondents on traditional and online
marketing.
➢ To identify the satisfaction level of customers about online and
traditional marketing

1.6 Research design

Research methodology is way to systematically represent research on any

problems. It helps researcher in studying the research problem along with the
logic behind them. It defines the methodology for the solutions of the problems
that has been undertaken for the purposes of the study.

1.6.1 Nature of the study

The study is descriptive cum analytical in nature.

1.6.2 Nature of data

The study is based on both primary and secondary data.

3
1.6.3 Sources of data

• Primary data that is collected from customers through questionnaire.

• Secondary data – The information gathered from published and
unpublished records like books, websites, journals.

1.7 Sample design

A sample design is a definite plan for obtaining a sample from a given

population.

1.7.1 Nature of population

The customers of Thrissur district are the population of the study and the
population is infinite.

1.7.2 Sample unit

Sample unit is the customers in Thrissur district.

1.7.3 Sampling method

Since the population of the study is infinite, convenience sampling method

is used for the sample selection.

1.7.4 Sample size

Sample size of 50 respondents is selected for the study.

1.8 Tools for analysis

The data collected were analysed by percentage analysis and presented through
tables and charts.

1.9 Limitations of the study

➢ The study is limited to Thrissur district only.
➢ The sample size is limited to 50.

4
1.10 Chapterization

Chapter 1: Introduction
Chapter 2: Review of literature
Chapter 3: Theoretical framework
Chapter 4: Data analysis and interpretation
Chapter 5: Findings, suggestions and conclusions

5
 CHAPTER 2
REVIEW OF LITERATURE
2.1 Empirical review

Jacob (2014) describes ‘sponsored content’ as content that appears to be earned

or written by an influential source, such as newspaper editor, celebrity
endorsements or influencer endorsements. But it’s ultimately an advertisement,
which is trying not to appear as one. Both Jacob (2014) and the mobile marketing
association (2016) suggest that we will see growth in this media, as a means to
evade the rise in adblocking software.

Taylor (2015) predicts that by 2020 that all traditional outdoor advertising space
in major cities will be replaced by digital displays. It is worth nothing that a lot
of DOOH (traditional and non-traditional media interlink) can be used in tandem
with programmatic, to create an immersive experience that changes based on real
time variables.

Stuart E.J (2014) day by day there is upward growth of online services in
regular usages by consumers. However, traditional marketers somehow do not
want to admit that the world changed. They are slow in taking advantages of new
opportunities presented to them. B2B enhances supply chain process need to pay
much attention to real world business process, adapt automated systems to
business behaviour and mingle content and technologies with crucial
information systems.

Salehi, M.mirzaeiH & Aghaei ,M(2012) compares both internet based as well
as traditional marketing ,internet marketing is more economical and faster way
to reach out to buyer directly and is the ideal way for business to advertise locally
or internationally . As the result in case of comparison; both types of marketing
can help traders and marketers to do business. Each has advantages and
disadvantages. Approximately, the advantages of internet marketing are much
more than advantages of traditional marketing.

Ivan Menezes.et.al is quoted that saying ‘it is not about doing digital marketing;
it is about marketing effectively in a digital world (Menezes 2015). While some
marketers like Siegler, Smith and Chaffey agree that non-traditional will no

6
doubt replace traditional, Rothschild, Vel Menezes and Blakeman stand by
saying that traditional will always have it ‘s place and purpose.

Chaffey and Smith (2013) explained how the expenditure for both forms of
media is seeing a shift towards non-traditional methods. A report by MC Kinsey
&company (2016) supports these claims and states that by 2019, non-traditional
will be dominate source of marketing spend. Conversely MC Kinsey & company
(2016) also note that overall spending in marketing and advertising is set to
increase year on year as a compounded figure of 5.1 %.

Edelman (2013) concurs and suggest that 8/10 consumers believe a message
after 3 viewing. Digital media can easily be tracked but the finding may be false,
due to algorithm errors.

Freitas (2015) discussed how linked in is the main social platform for B2B sales
and how events are intertwined. this linking of traditional and non-traditional in
this sense is very measurable as there will be a clear indicate of the number of
consumers who have received the message and the end result being a led
conversion.

Strauss and Ansary (2006) defined internet marketing in their latest book as the
use of information technology in the process of creating, communicating and
delivering value to customers, and for managing customer relationships in ways
that benefit the organisation and its stakeholders. It is not just traditional
marketing using the information technology tools but it’s strategic model to
achieve brand value and provide customer satisfaction.

Both Smith (2015) and Ellis (2011) discuss media fragmentation, a term that is
used to explain how a consumer is an many different platforms at any one time.
This multitasking life style is growing and being present across multiple
platforms both traditional and non-traditional is key to the successful growth in
a modern organisation.

7
 CHAPTER 3
THEORETICAL FRAMEWORK
3.1 Theoretical framework

3.1.1 Definition of marketing

As defined by the American marketing association “marketing is the activity, set

of institution and process for creating, communicating, delivering, and
exchanging offers that have value for customers, clients, partners, and society at
large’’

3.1.2 Approaches of marketing

There are two approaches of marketing-

- Traditional marketing

- Online marketing

Traditional marketing refers to any type of market that is not online. This means
print, broadcast, direct mail, phone and outdoor advertising like billboards.
Traditional marketing plays an important part in reaching local audience.
Traditional marketing is a form of marketing that we have been exposed to one
point or another. It is a conventional mode of marketing that involves reaching
out to half targeted or less targeted audiences with various conventional means
and channels that work mostly offline. i.e. without using the internet advertising
and promotions are done. Traditional marketing is the most recognizable type of
marketing, encompassing the advertisements that we see and hear every day.

Advantages of traditional marketing

• Promotional materials are sustainable

• Traditional marketing establishes credibility
• Low cost of production
• Reach an exclusive and captive audience
• Reuse and recycling possible

8
 • Familiar marketing mode
• Easy to understand
• Immediate delivery of message and high frequency of message
• Hard copy easily processed

Disadvantages of traditional marketing

• It is less engaging
• It is more expensive
• Difficult to measure return on investment
• Lack of time to update message
• Customized marketing is not possible
• Provide less information
• Forced on the consumer

Online marketing is the practice of leveraging web-

based channels to spread a message about a company’s brand, products, or
services to its potential customers. Online marketing relies upon websites or
emails to reach to the users and it is combined with e-commerce to facilitate the
business transactions. In this marketing promote the products and services via
websites, blogs, email and social media. Online marketing is the art and science
of selling products and services over the internet and it uses a variety of digital,
online and electronic means to push a message to current and potential
consumers.

Advantages of online marketing

• Convenience and quick service

• Low cost for operation
• Time effective marketing
• Global reach
• Measuring ROI is easier
• The target audience can choose the medium

9
 • Instant publicity

Disadvantages of online marketing

• Negative feedback
• Time consuming
• High competition
• Security and privacy issues
• Requisite expertise in the field

The goal of traditional marketing and online marketing are

same to attract and drive visitors of advertise to buy the product thereby
increasing the business profit.

3.1.3 Differences between traditional marketing and online marketing

Traditional marketing Online marketing

Traditional marketing is difficult to Digital marketing is easy to measure

measure with the help of analytics tools
It is not cost effective It is more cost effective
It is not so good for brand building It is fast and efficient for brand
building
It uses traditional media like It uses social media or websites
magazine and newspapers
Very less interaction is involved in More interaction with consumers
traditional marketing
Traditional marketing is expensive Online marketing is less expensive
Its focal point is companies’ product Online marketing is more customer
or service oriented

10
 Traditional marketing involves one Online marketing involves two way
way communication communication
It has more personal approach as it is It does not require physical presence
very easy for the marketers to have a of the marketers
person to person relationship

3.1.4 The four Ps of marketing

• Product
• Price
• Place
• Promotion

Product: A product refers to any item that intends to satisfy the needs and wants
of a target consumer. It can be a tangible good such a clothing item or piece of
software or intangible like a service or experience.

Price: Price not only refers to the monetary value of a product, but also the time
or effort the customer is willing to expend to acquire it. Determining this will be
a critical factor in revenue for the brand as it will impact profit, supply, demand
and how much marketers should spend on a promotion or marketing strategy.

Place: It refers to providing customers access to the product and it also calls into
play convenience for the customer.

Promotion: It refers primarily to marketing communications. These

communications use channels such as public relation, advertising, direct
marketing, email marketing, social media marketing or sales promotions; think
of it as any way marketers disseminate relevant product information to their
target customers.

3.1.5 Definition of Comparative analysis

11
A comparative analysis is an essay in which two things are compared and
contrasted. It enhances the understanding of one’s own society by placing its
familiar structures and routines against these of other systems; comparison
heightens our awareness of other systems, cultures, and patterns of thinking and
acting, thereby casting a fresh light on our subjects. Comparative study we
attempt to identify a cause and effect relationship between two or more groups.

3.1.6 Definition of a Consumer

A consumer is a person or a group who intends to order or uses purchased goods,

products or services primarily for personal, social, family, household and similar
needs, not directly related to entrepreneurial or business activities.

3.1.7 Definition of Customer

A customer is an individual or business that purchases another company’s goods

or services. The main goal of all commercial enterprises is to attract customers
or clients and make them purchase what they have on sale.

3.1.8 Satisfaction

Satisfaction is defined as a pleasant or positive emotion, feeling or state of mind.

satisfaction is when a desire or need is fulfilled. Customer satisfaction is a term
frequently used in marketing. It is a measure of how products and services
supplied by a company meet or surpass customer expectation.

12
 CHAPTER 4
DATA ANALYSIS AND
INTERPRETATION
Table 4.1 showing age wise classification of respondents

Age No. of respondents Percentage

Below 20 15 30
20-30 31 62
30-40 2 4
40-50 1 2
50-60 1 2
Above 60 0 0
Total 50 100
(Source: Primary data)

Figure 4.1 showing age wise classification of respondents

70

60

50
Percentage

40

30 Percentage

20

10

0
Below 20 20-30 30-40 40-50 50-60 Aabove 60
Age

Interpretation

Table 4.1 shows age wise classification of respondents. It reveals that 62% of the
respondent are aged between 20-30. 30% of the respondents aged below 20, 4%
of the respondents are aged between 30-40. 2% of the respondents are aged
between 40-50. 2% of respondents are aged between 50-60 and no respondents
are aged above 60.

13
Table 4.2 showing gender wise classification of respondents

Gender No. of respondents Percentage

Male 15 30
Female 35 70
Transgender 0 0
Total 50 100
(source: Primary data)

Figure 4.2 showing gender wise classification of respondents

80

70

60

50
percentage

40
percentage
30

20

10

0
male female transgender
gender

Interpretation

Table 4.2 shows gender wise classification of respondents. It reveals that

70% of the respondents are female and 30% of the respondents are male.

14
Table 4.3 showing educational qualification of respondents

Educational No. of respondents Percentage of

qualification respondents
Below matriculation 2 4
Matriculation 2 4
Plus two 14 28
Under graduate 21 42
Post graduate 9 18
Other 2 4
Total 50 100
(Source: Primary data)

Figure 4.3 showing educational qualification of respondents

45
40
35
30
percentage

25
20
15
10
percentage
5
0

Educational qualification

Interpretation

Tale 4.3 shows educational qualification of respondents.4% of respondents are

below matriculation, 4% have matriculation, 28% of respondents have plus two
qualification and 42% of them are under graduated. 18% of respondents have
post graduate degree and 4% of them have other educational qualification.

15
Table 4.4 showing monthly income of respondents

Monthly income No. of respondents Percentage

Below 10,000 25 50
10,000-30,000 18 36
30,000-60,000 3 6
Above 60,000 4 8
Total 50 100
(Source: Primary data)

Figure 4.4 showing monthly income of respondents

60

50

40
percentage

30
percentage
20

10

0
Below 10000 10000-30000 30000-60000 Above 60000
monthly income

Interpretation

Table 4.4 shows monthly income of respondents. 50% of the respondents have
monthly income below 10,000, 36% of them have monthly income between
10,000 -30,000, 6% of respondents have monthly income between 30,000-
60,000 and 8% of respondents have monthly income above 60,000.

16
Table 4.5 showing purchase from online by the respondent

Particulars No. of respondents Percentage

Sometimes 34 68
Often 11 22
Always 2 4
Never 3 6
Total 50 100
(Source: Primary data)

Figure 4.5 showing purchase from online by the respondent

80

70

60

50
percentage

40
percentage
30

20

10

0
Sometimes Often Always Never
use

Interpretation

Table 4.5 shows purchase from online by the respondents. 68% of respondents
sometimes purchase from online. 22% of them often purchase from online, and
4% of respondents are always use online purchase and 6% of respondents never
purchased from online.

17
Table 4.6 showing attentiveness in online marketing

Particulars No. of respondents Percentage

Strongly agree 4 8
Agree 25 50
Neutral 15 30
Disagree 4 8
Strongly disagree 2 4
Total 50 100
(Source : Primary data)

Figure 4.6 showing attentiveness in online marketing

60

50

40
percentage

30

Percentage
20

10

0
Strongly agree Agree Neutral Disagree Strongly
disagree
attentiveness

Interpretation

Table 4.6 shows attentiveness in online marketing. 50% of respondents agree

that they are attentive in online marketing, 30% of respondents have neutral
opinion that they are attentive in online marketing, 8% of respondents strongly
agree that they are attentive in online marketing and 8% of respondents disagree
that they are attentive in online marketing, 4% of respondents strongly disagree
that they are attentive in online marketing.

18
Table 4.7 showing irritation caused by online marketing advertisements.

Particulars No. of respondents Percentage

Strongly agree 9 18
Agree 17 34
Neutral 16 32
Disagree 7 14
Strongly disagree 1 2
Total 50 100
(Source: primary data)

Figure 4.7 showing irritation caused by online marketing advertisements.

40

35

30

25
percentage

20

15 Percentage
10

0
Strongly Agree Neutral Disagree Strongly
agree disagree
irritativeness

Interpretation

Table 4.7 shows irritation caused by online marketing advertisements. 34% of

respondents agree that they are irritated by online marketing advertisements,
32% of them have neutral opinion that, they are irritated by online marketing
advertisements, 18% of respondents strongly agrees that they are irritated by
online marketing advertisements, 14% of respondents disagree that online
marketing advertisements are irritate.

19
Table 4.8 showing that the products are of good quality in online
marketing

Particulars No. of respondents Percentage

Strongly agree 2 4
Agree 27 54
Neutral 16 32
Disagree 5 10
Strongly disagree 0 0
Total 50 100
(Source: Primary data)

Figure 4.8 showing that the products are of good quality in online
marketing

60

50

40
Percentaage

30 Percentage

20

10

0
Strongly agree Agree Neutral Disagree Strongly
quality disagree

Interpretation

Table 4.8 shows the product quality in online marketing. 54% agree that the
products are of good quality in online marketing, 32% of respondents have
neutral opinion about the quality of products in online marketing, 10% of
respondents disagree that the products are of good quality in online marketing
and 4% of respondents strongly agree that the products are of good quality in
online marketing and no one strongly disagree the products are of good quality
online marketing.

20
Table 4.9 showing how much people are satisfied with online marketing

Particulars No. of respondents Percentage

Highly satisfied 6 12
Satisfied 23 46
Neutral 18 36
Dissatisfied 3 6
Highly dissatisfied 0 0
Total 50 100
(Source: Primary data)

Table 4.9 showing how much people are satisfied with online marketing

50
45
40
35
Percentage

30
25
20
Percentage
15
10
5
0
Highly Satisfied Neutral Dissatisfied Highly
satisfied dissatisfied
satisfaction

Interpretation

Table 4.9 shows the satisfaction in online marketing by the respondents. 46% of
them are satisfied with online marketing, 36% of respondents have neutral
opinion about the satisfaction of online marketing, 12% of respondents highly
satisfied with online marketing, 6% of respondents dissatisfied with online
marketing .No one were highly dissatisfied with online marketing.

21
Table 4.10 showing what are the benefits does traditional marketing
offer over the online marketing

Particulars No. of respondents Percentage

Wide range of 5 10
information
Low cost 6 12
Time saving 13 26
Ease of shopping 19 38
Interactive medium 7 14
Total 50 100
(Source: Primary data)

Figure 4.10 showing the benefits does traditional marketing offer over
the online marketing
40

35

30

25
Percentage

20

15 Percentage

10

0
Wide range of Low cost Time saving Ease of Interactive
information shopping medium
benefits

Interpretation

Table 4.10 shows the benefits does traditional marketing offer over the online
marketing. 58% of respondents opinion that traditional marketing offer easy of
shopping over than online marketing, 26% of respondents opinion that time
saving is provided by traditional marketing, 14% of respondents opinion that
traditional marketing as a interactive medium and 12% respondents opinion that
traditional marketing offer low cost.10% of respondents opinion that traditional
marketing offer wide range of information.

22
Table 4.11 showing how would you rate traditional marketing

Particulars No. of respondents Percentage

Excellent 8 16
Satisfied 23 46
Good 18 36
Fair 1 2
Bad 0 0
Total 50 100
(Source: Primary data)

Figure 4.11 showing rating of traditional marketing by people

50
45
40
35
30
Percentage

25
20 Percentage

15
10
5
0
Excellent Satisfied Good Fair Bad
rating

Interpretation

Table 4.11 shows the rating given to traditional marketing by the respondents.
46% of respondents are satisfied with traditional marketing, 36% of respondents
have good opinion about traditional marketing, 16% of respondents have
excellent opinion about traditional marketing, 2% of respondents have fair
opinion about traditional marketing, No one have bad opinion about traditional
marketing.

23
Table 4.12 showing what loopholes does online marketing carry over
traditional marketing tools

Particulars No. of respondents Percentage

More suspicious 4 8
Privacy issue 14 28
More scope for 20 40
fraudulent activities
Often interrupting 6 12
Lack demonstration 4 8
No loophole 2 4
Total 50 100
(Source :Primary data)

Figure 4.12 showing the loopholes does online marketing carry over
traditional marketing tools
45
40
35
30
percentage

25
20
15
10
5
Percentage
0

loopholes

Interpretation

Table 4.12 shows the loopholes does online marketing carry over traditional
marketing. 40% of respondents have an opinion that the online marketing has
more scope for fraudulent activities, 28% of respondents have privacy issue in
online marketing than traditional marketing, 8% of respondents shows an
opinion that online marketing is more suspicious than traditional marketing, 8%
of respondents opinion that online marketing lack demonstration of products

24
than traditional marketing, 4% of respondents have an opinion that, there is no
loophole in online marketing.

25
Table 4.13 showing which method of marketing you prefer

Particulars No. of respondents Percentage

Online marketing 18 36
Traditional Marketing 32 64
Total 50 100
(Source: Primary data)

Figure 4.13 showing which method of marketing mostly preferred by

people
70

60

50
Percentage

40

30
Percentage
20

10

0
Online marketing Traditional
marketing
preference

Interpretation

Table 4.13 shows the preference of marketing. 64% of respondents prefer

traditional marketing and 36% of respondents prefer online marketing.

26
Table 4.14 showing that traditional marketing as it is safest to use

particulars No .of respondents percentage

Strongly agree 18 36
Agree 24 48
neutral 8 16
Disagree 0 0
Strongly disagree 0 0
total 50 100
(Source :Primary data)

Figure 4.14 showing the opinion that traditional marketing as it is safest to

use

60

50

40
percentage

30

percentaage
20

10

0
Strongly Agree Neutral Disagree Strongly
aagree disagree
safety

Interpretation

Table 4.14 shows the opinion of respondents that traditional marketing is safest
to use .48% of respondents agree that traditional marketing is safest to use, 36%
of them strongly agree that traditional marketing is safest to use, 16% of them
have neutral opinion about the safety of traditional marketing. No one of them
have negative opinion about safety in traditional marketing.

27
Table 4.15 showing the opinion that traditional marketing is better than
online marketing

Particulars No. of respondents percentage

Strongly agree 11 22
Agree 20 40
Neutral 18 36
Disagree 1 2
Strongly disagree 0 0
Total 50 100
(Source : Primary data)

Figure 4.15 showing the opinion that traditional marketing is better than
online marketing
45

40

35

30
Percentage

25

20
percentage
15

10

0
Strongly agree Agree Neutral Disagree Strongly
disagree
Better

Interpretation

Table 4.15 shows the opinion that the traditional marketing is better than online
marketing. 40% of the respondents agree that traditional marketing is better than
online marketing, 36% of respondents have neutral opinion about traditional
marketing is better than online marketing, 22% of respondents strongly agree
that traditional marketing is better than online marketing, 2% of respondents
disagree that traditional marketing is better than online marketing and no one of
the respondents strongly disagree that traditional marketing is better than online
marketing.

28
Table 4.16 showing that online marketing provides products at reasonable
price than traditional marketing

Particulars No. of respondents Percentage

Strongly agree 8 16
Agree 26 52
Neutral 16 32
Disagree 0 0
Strongly disagree 0 0
Total 50 100
(Source: Primary data )

Figure 4.16 showing the opinion of respondents that online marketing

provides products at reasonable price than online marketing
60

50

40
Percentage

30

Percentage
20

10

0
Strongly agree Agree Neutral Disagree Strongly
disagree
Reasonable price

Interpretation

Table 4.16 shows the opinion of respondents regarding the statement that online
marketing provides products at reasonable price than traditional marketing. 52%
of them strongly agree that online marketing provides products at reasonable
price than traditional marketing, 32% of respondents have neutral opinion, 16%
of respondents strongly agree that online marketing provides products at
reasonable price than traditional marketing, and no one of the respondents
disagree and strongly disagree with the statement.

29
Table 4.17 showing that traditional marketing provides more satisfaction
than online marketing

Particulars No.of respondents Percentage

Strongly agree 16 32
Agree 23 46
Neutral 6 12
Disagree 5 10
Strongly disagree 0 0
Total 50 100
(Source; Primary data)

Figure 4.17 showing the opinion of respondents regarding traditional

marketing provides more satisfaction than online marketing
50
45
40
35
Percentage

30
25
20
Percentage
15
10
5
0
Strongly agree Agree Neutral Disagree Strongly
disagree
Satisfaction

Interpretation

Table 4.17 shows the opinion of respondents on the statement traditional

marketing provides more satisfaction than online marketing. 46% of the
respondents agree that traditional marketing provide more satisfaction than
online marketing, 32% of respondents strongly agree that traditional marketing
provide more satisfaction than online marketing, 12% of respondents have
neutral opinion, 10% of them disagree and no one of the respondents strongly
disagree the statement.

30
Table 4.18 showing that online marketing influence more to buy a product
than traditional marketing

Particulars No. of respondents Percentage

Strongly agree 11 22
Agree 24 48
Neutral 12 24
Disagree 2 4
Strongly disagree 1 2
Total 50 100
(Source; Primary data)

Figure 4.18 showing the opinion of respondents on online marketing

influence more to buy a product than traditional marketing
60

50

40
Percentage

30

Percentage
20

10

0
Strongly agree Agree Neutral Disagree Strongly
disagree
Influence

Interpretation

Table 4.18 shows the opinion of respondents on the statement that online
marketing influence more to buy a product. 48% of respondents agree that online
marketing influence more to buy a product than traditional marketing. 22% of
them strongly agree that the online marketing influence more to buy a product
and 24% of respondents have neutral opinion, 4% of respondents disagree and
2% of respondents strongly disagree that online marketing influence more to buy
a product than traditional marketing.

31
Table 4.19 showing traditional marketing provides best quality product
over than online marketing

Particulars No. of respondents Percentage

Strongly agree 15 30
Agree 21 42
Neutral 13 26
Disagree 1 2
Strongly disagree 0 0
Total 50 100
(Source: Primary data)

Figure 4.19 showing the opinion that traditional marketing provides best
quality product over than online marketing
45

40

35

30
Percentage

25

20
Percentage
15

10

0
Strongly agree Agree Neutral Disagree Strongly
disagree
best quality product

Interpretation

Table 4.19 shows the opinion of respondents that traditional marketing provides
best quality product over than online marketing.42% of respondents agree that
traditional marketing provides best quality product over than online marketing,
30% traditional marketing provides best quality product over than online
marketing, 26% of respondents have neutral opinion, 2% of them disagree that
traditional marketing provides best quality product over than online marketing
.No one of the respondents strongly disagree with the statement.

32
Table 4.20 showing traditional marketing is time consuming than online
marketing

Particulars No. of respondents Percentage

Strongly agree 12 24
Agree 28 56
Neutral 7 14
Disagree 3 6
Strongly disagree 0 0
Total 50 100
(Source: Primary data)

Figure 4.20 showing opinion that traditional marketing is time consuming

than online marketing
60

50

40
Percentage

30

Percentage
20

10

0
Strongly agree Agree Neutral Disagree Strongly
disagree
time consuming

Interpretation

Table 4.20 shows the opinion of respondents regarding the statement that
traditional marketing is time consuming than online marketing. 56% of the
respondents agree that traditional marketing is time consuming than online
marketing. 24% of respondents strongly agree that the that traditional marketing
is time consuming than online marketing. 14% of them have neutral opinion
about the statement, 6% of them disagree that traditional marketing is time

33
consuming than online marketing and no one strongly disagree with the
statement.

34
Table 4.21 showing online market has far more freedom of choice than a
traditional market

Particulars No. of respondents Percentage

Strongly agree 14 28
Agree 22 44
Neutral 10 20
Disagree 4 8
Strongly disagree 0 0
Total 50 100
(Source: Primary data)

Figure 4.21 showing opinion of respondents regarding the statement that

online market has far more freedom of choice than a traditional market
50
45
40
35
Percentagle

30
25
20
Percentage
15
10
5
0
Strongly agree Agree Neutral Disagree Strongly
disagree
freedom of choice

Interpretation

Table 4.21 shows opinion of respondents regarding the statement that online
market has far more freedom of choice than a traditional market, 44% of
respondents agree that online market has far more freedom of choice than a
traditional market, 28% of them are strongly agree that online market has far
more freedom of choice than a traditional market, 20% of respondents have
neutral opinion, 8% of them disagree the statement, No one strongly disagree
that online market has far more freedom of choice than a traditional market.

35
Table 4.22 showing that getting a new product launching info via online
marketing than a traditional marketing is more informative

Particulars No. of respondents Percentage

Strongly agree 13 26
Agree 26 52
Neutral 9 18
Disagree 1 2
Strongly disagree 1 2
Total 50 100
(Source: Primary data)

Figure 4.22 showing opinion regarding the statement that getting a new
product launching info via online marketing than a traditional marketing
is more informative
60

50

40
Percentage

30

Percentage
20

10

0
Strongly agree Agree Neutral Disagree Strongly
disagree
more informative

Interpretation

52% of respondents agree that getting a new product launching info via digital
marketing is more informative than traditional marketing, 26% of respondents
strongly agree that getting a new product launching info via digital marketing is
more informative than traditional marketing,18% of them have neutral opinion,
2% of them disagree that getting a new product launching info via digital
marketing is more informative than traditional marketing, 2% of respondents
strongly disagree that getting a new product launching info via digital marketing
is more informative than traditional marketing.
36
Table 4.23 showing traditional marketing is more reliable to use over than
online marketing

Particulars No. of respondents Percentage

Strongly agree 12 24
Agree 26 52
Neutral 11 22
Disagree 1 2
Strongly disagree 0 0
Total 50 100
(Source : Primary data)

Figure 4.23 Showing opinion regarding traditional marketing is more

reliable to use over than online marketing
60

50

40
Percentage

30

Percentage
20

10

0
Strongly agree Agree Neutral Disagree Strongly
disagree
relaibility

Interpretation

Table 4.23 shows that opinion of respondents regarding the reliability of

traditional marketing over than online marketing. 52% of respondents agree that
traditional marketing is more reliable than online marketing, 24% of them
strongly agree that traditional marketing is more reliable than online marketing,
22% of them have neutral opinion, 2% of them disagree and no one of them
strongly disagree with the statement.

37
 CHAPTER 5
FINDINGS, SUGGESTIONS AND
CONCLUSION
5.1 Findings

• 62 percentage of the respondents are aged between 20-30.

• 70 percentage of respondents are female.
• Majority of the respondents doing their graduation.
• 40 percentage of the respondents have monthly income below 10,000.
• 68 percentage of respondents are sometimes use online shopping.
• Majority i.e.,50% of the respondents are attentive in online marketing.
• 34% of respondents are irritated by online marketing advertisements.
• Majority i.e.,54% of respondents think that the products have good quality
in online marketing.
• 46 percentage of respondents are satisfied with online marketing.
• 38 percentage of respondent’s prefer traditional marketing over online
marketing because of its easiness of shopping.
• 46percentage of the respondents rated ‘satisfied’ in traditional marketing.
• 40% of the respondents says that online marketing has more scope for
fraudulent activities.
• 64percentage of them preferring traditional marketing.
• In their opinion traditional marketing is safest compared to online
marketing.
• Majority i.e.,40% of respondent’s opinion is traditional marketing is
better than online marketing.
• In their opinion online marketing provides products at reasonable price
than traditional marketing.
• In the opinion of consumers traditional marketing provide more
satisfaction than online marketing.
• 48percentage of respondents are more influenced by online marketing to
buy a product.
• 42 percentage of respondents opinion is traditional marketing provides
best quality product over than online marketing.

38
• From their opinion, traditional marketing is time consuming than online
marketing.
• 44percentage of respondents are agree that online market has more
freedom of choice than traditional market.
• 52% of consumers get information of a new product launching through
online marketing is more informative than traditional marketing.
• Majority of respondents agree that traditional marketing is more reliable
to use over than online marketing.

39
5.2 suggestions

• Marketers should take more steps to prevent fraudulent activities

in the online marketing.
• Traditional marketing needs to be more informative.
• Frequency of online marketing advertisements should be reduced.
• Traditional marketing found effective ways to influence the
consumers to buy a product.
• Online marketing should ensure the quality of products.

40
5.3 Conclusion
This study is conducted to comparatively analysis the traditional marketing and
online marketing .For this purpose I have collected data from various resources
especially through questionnaire. The study reveals that most of consumers are
preferred traditional marketing.

The consumers have the opinion that traditional

marketing is safest to use , more reliable and majority of people preferred
traditional marketing .Even though ,some of them satisfied with online
marketing because of reasonable price, and more informative.

41
BIBLIOGRAPHY
 Bibliography

Books:

 Marketing research. Malhothra.k.easterneconomy edtion

 Service marketing. bhattacharjee.c. excel publications
 Marketing.
 Sasngeethasarmar.seastern economy edition

References :

 Jacob(2014)Electronic commerce
 Taylor(2015)The measurement of web customer satisfaction;
 Salehi, M. mirzaei ,H& Aghaei, M(2012)Dissimilarity of E-marketing Vs.
Traditional marketing.
 Stuart E. J(2014).New media : debunking the myths.
 Chaffey and Smith(2013).Trends in online publicity and advertising
express websites:
 www.smartinsights.coom/traditional marketing
 www.educba.com/comparison between traditional and online marketing

 www.edkentmedia.com
 www.Marketingterms.com
APPENDIX
 SURVEY QUESTIONNAIRE

A comparative analysis of traditional marketing and online marketing. The survey is

conducted by Babina Benny of 3 rd B.COM B BATCH of Chirst college(autonomus)
Irinjalakuda. As a part of curriculum, I am undertaking a project on ’’comparative
analysis of traditional marketing and online marketing’’. I ensure you that the data
collected for this purpose will remain confidential and will be used only for research
purpose.

1. Name:
2.Age:
 Below 20
 20-30
 30-40
 40-50
 50-60
 Above 60
3. Gender:

 Male
 Female
 Transgender

4. Educational qualification:

 Below matriculation
 Matriculation
 Plus two
 Undergraduate
 Postgraduate

 Other
5. Monthly income:

 Below 10,000
 10000-30000
 30000-60000
 Above 60000

6. How you use online shopping

 Sometimes
 Often
 Always
 Never

7. Are you attentive in online marketing

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

8. Online marketing advertisements make you irritate

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
9. Do you think the products are of good quality in online marketing

 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied

10. Are you satisfied with the online marketing

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

11. What benefits does traditional marketing offer over the online marketing

 Wide range of information

 Low cost
 Time saving
 Ease of shopping
 Interactive medium

12. How would you rate traditional marketing

 Excellent
 Satisfied
 Fair
 Bad
13. What loopholes does online marketing carry traditional marketing tools

 More suspicious
 Privacy issue
 More scope for fraudulent activities
 Often interrupting
 Lack demonstration
 No loophole

14. Which method of marketing you prefer

 Online marketing
 Traditional marketing

15. Express your opinion regarding the following statement:

Particulars Strongly agree neutral disagree Strongly

agree Disagree
1.Prefer traditional marketing
as it is safest to use
2.Traditional marketing is
better than online marketing
3.Online marketing provides
products at reasonable price
than traditional marketing
4.Traditional marketing
provide more satisfaction
Than online marketing
5.Online marketing influence
More to buy a product than
traditional marketing
 6.Traditional marketing
provides best quality product
over than online marketing
7.Traditional marketing is time
consuming than online
marketing
8.Online market has far more
freedom of choice than a
traditional market
9.Getting a new product
launching information via
digital marketing is more
informative
10.Traditional marketing is
more reliable to use over than
online marketing