CHAPTER- 1

INTRODUCTION

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1. INTRODUCTION TO THE PROJECT

Retail in India

Retail industry is the largest industry in India, with an employment of around 8% and contributing
to over 10% of the country's GDP. Retail industry in India is expected to rise 25% yearly being
driven by strong income growth, changing lifestyles, and favourable demographic patterns.

It is expected that by 2021 modern retail industry in India will be worth US$ 180- 200 billion.
Indian retail industry is one of the fastest growing industries with revenue expected in 2019 to
amount US$ 502 billion and is increasing at a rate of 8% yearly. A further increase of 9-% is
expected in the industry of retail in India by growth in consumerism in urban areas, rising
incomes, and a steep rise in rural consumption. It has further been predicted that the retailing
industry in India will amount to US$ 27.5 billion by 2020 from the current size of US$ 9.5 billion.

Shopping in India has witnessed a revolution with the change in the consumer buying behaviour
and the whole format of shopping also altering. Industry of retail in India which has become
modern can be seen from the fact that there are multi- stored malls, huge shopping centres, and
sprawling complexes which offer food, shopping, and entertainment all under the same roof.

Indian Retail industry is expanding itself most aggressively; as a result, a great demand for real
estate is being created. Indian retailers preferred means of expansion as expanding to other regions
and to increase the number of their outlets in a city. It is expected that by 2020, India may have
more than 1000 new shopping centres.

In the Indian retailing industry, food is the most dominating sector and is growing at a rate of 9%
annually. The branded food industry is trying to enter the Indian Retail industry and convert
Indian consumers to branded food. Since at present 60% of the Indian grocery basket consists of
non- branded items.

Indian Retail industry is progressing well and for this to continue retailers as well as the Indian
government will have to make a combined effort.

1.1. Research Problem

Advertisers are expected to shift and spend millions in internet advertising in the coming years
than TV, print ads and other traditional advertising media. Internet advertising broadly consists
of various commercial content formats delivered by video clip, print, and audio; either solicited
or unsolicited and includes company websites, corporate logos, e-mail messages, pop-ups, banner
ads, skyscraper ads, buttons, interstitials, hyperlinks, dynamic media, and interactive games.

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 With the rapid growth in technology, the internet is becoming an important one stop point
for consumers in finding most of their needs. Be it communication, entertainment, shopping,
information search, internet serves as a panacea for all their requirements. This has led 70% of
the ever users to glue themselves to the Internet and access it on a regular basis. The problem is
that, volumes of consumers are online every day for their personal work, but do they notice the
ads, banners etc. displayed on that webpage, most important what is their recall/remembrance
value. What about the reach of online advertising, is it effective across over all target groups?
While a lot of research has been done on advertising, the effectiveness of online advertising in
Kenya is a segment that has been missing from these studies. Research done by Wanjoga, (2002)
mainly focused on consumer attitudes towards online advertising in Nairobi, and showed that
consumers were aware of the online adverts though with no preference to the advertising forms.
It however, failed to quantify and explain the effectiveness of internet advertising on such
consumers. Similar research done by Wakukha, (2011) on the use of internet advertising by Kenya
mobile telephone industry, explained forms of internet advertising in use, the success and
challenges faced in its use and the level of adoption, but failed to provide information on its
effectiveness in influencing or stimulating consumer response. The findings of a survey of the
attitude of consumers towards retail media advertising by tobacco firms in Kenya, showed that
the consumers are aware and knowledgeable about Retail Media Advertising tools. The study
used a sample of 200 consumers from retail outlets in Nairobi, which was not a viable sample to
determine its effectiveness on all consumers from Kenya. However, as suggested by Gong and
Maddox (2003), “future research can look into the impact of web advertising across different
countries and cultures to enhance the global understanding of web advertising effectiveness”
(p:46). In addition, more studies are needed to cover various samples in different countries to
increase external validity of the research findings (Calisir, 2003). To fill these gaps, the current
study sought to determine the effectiveness of internet advertising on consumer behaviour.

1.2 Research Objectives

The objective of the study is to:

 To study the effectiveness of internet advertisement on consumer buying behavior.

 To find out the awareness level among consumers towards internet advertising.

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1.3 Scope of the Study

This study will help the marketers, businesses, government and academicians. This
study will inform the marketers on the consumer preference of Internet Advertising media and
whether using internet advertising would be effective to approach the target customers or not.

Before adapting marketing practices to the internet, it is important to understand the

characteristics of the online customers towards online advertising. Internet is a common
medium of advertising because it allows 24 hours’ interactivity between the advertiser and the
customer.

It is important for the retailers to get into internet advertising because more consumers are
turning towards internet for purchasing

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 1.1. INDUSTRY PROFILE

 Meaning of Retail

The word “RETAIL” is derived from the French word RETAILLIER, meaning to cut piece
off or to break bulk. Retailing in India is as old as India itself.

Definition: Retail is the sale of goods to end user, not do resale, but for use and consumption by
the purchaser. The retail transaction is at the end of supply chain manufacturer sell large quantities
of products to retailers, and retailers sell small quantities of those products to consumers.

Example: A person who wants to obtain a product for their own personal use will usually purchase
it at retail store or from some other retail marketing channel.

 Philip Kotler defines retailing as:

All activities involved in selling goods or services to the final customer for personal use in today’s
scenario our retailer does not exist in the brick and mortar from alone. She/he can do it by using
the telephone, by direct mails, by using the Internet or absolute impersonally by using vending
machines.

India has often been called a nation of shopkeepers. Presumably the reason for this is; that, a large
number of retail enterprises exist in India. In 2004, there were 12 million such units of which 98%
are small family businesses, utilizing only household labor. Even among retail enterprises, which
employ hired workers, a majority of them use less than three workers.

Retailing is the combination of activities involved in selling or renting consumer goods and
services directly to ultimate consumers for their personal or household use. In addition to selling,
retailing includes such diverse activities as, buying, advertising, data processing and maintaining
inventory.

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 While sales people regularly call on institutional customers, to initiate and conclude transactions,
most end users or final customers, patronize stores. This makes store location, product assortment,
timings, store fixtures, sales personnel, delivery and other factors, very critical in drawing
customers to the store.

Final customers make many unplanned purchases. In contrast those who buy for resale or use in
manufacturing are more systematic in their purchasing. Therefore, retailers need to place impulse
items in high traffic locations, organize, store layout, trains sales people in suggestion, and place
related items next to each other, to stimulate purchase.

 Evolution of the Indian Retail Sector

Traditionally retailing in India can be traced to

 The emergence of the neighborhood ‘Kirana’ stores catering to the convenience of the
consumers.

 Era of Government support for rural retailing: Indigenous franchise model of store chains
run by Khadi & Village Industries Commission.

 1980’s experienced slow change as India began to open up economy.

 Textiles sector with companies like Bombay Dyeing, Raymond’s, S Kumar’s and Grasim
first saw the emergence of retail chain.

 Later Titan successfully created an organized retailing concept and established a series of
showrooms for its premium watches.

 Post 1995 onward saw an emergence of shopping center.

 Mainly in urban areas, with facilities like car parking.

 Emergence of hyper and super markets trying to provide customers with 3 V’s- Value,
Variety, Volume.

 The Future

The retail industry in India is currently growing at a greater pace and is expected to go up to US$
833 billion by the year 2025. It is further expected to reach US$ 1.3 trillion by the year growth
rates, the consumer spending has also gone up and is also expected to grow further in the future.
In last four year, the consumer spending in India climbed up to 75%. As a result, the Indian
industry is expected to grow further in the future days. By the year 2020, the organized sector is
also expected to grow at a CAGR of 60%.

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 Big Players plan investment in India

Future Group’s central malls to be extended.

Reliance Retail’s dairy business strategy might not be easy.

Pantaloons to invest $1 billion to compete with Reliance, and Reliance is investing 5.5 Billion.

Birla’s retail division on a hiring spree, The Aditya Birla Group will be investing Rs. 90 billion
to open 3,000 supermarkets and 200 Hypermarket in 100 cities over the next 7 years.

 Top Players in Retail Industry

 INTERNATIONAL PLAYERS
 Wal-Mart
 Amazon
 Ali Baba
 Home Depot
 IKEA
 Costco
 Lowell’s
 EBay
 ALDI
 JD.com
 Wall greens
 7.eleven
 Target
 Tesco
 LIDL
 Carrefour
 Woolworths
 Kroger

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 DOMESTIC PLAYERS

 V MART
 Cantabile
 Liberty
 Provogue
 V2
 Tristar retail Ltd
 Bharti Retail Ltd
 Fab India
 Bata
 Reliance Retail Ltd
 Spencer’s
 Westside
 Aditya Birla Group
 Shopper Stop

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 Future Retail

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1.1.1. BUSINESS MODEL

Figure i-1.1.8

Strategic Framework

1. Refining and Marketing:

 Largest single- site refinery with robust configuration
 Consistently maintaining high refinery utilization and delivering superior refining margins
 Among lowest cost producer globally with flexible product slate
 Engaging with local communities to provide employment and improve living standards

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 2. Petrochemicals
 Presence in one of the fastest growing markets
 One of the most integrated petrochemicals procedures globally with industry leading
profitability
 State of the art production facilities with balanced cracker portfolio
 Wide product portfolio with leadership position across product categories
3. Oil and Gas
 Developing deep water resources in KD- D6 Block
 Partnership with industry leading players in domestic blocks and US shale
 Operating one of the most complex and largest deep-water block KG- D6
4. Retail
 India’s largest retail infrastructure and supply chain providing solid foundation for growth
 Deploying omni- channel model to enhance the customer experience and reach
 Tie-ups with international brands to bring the best in class products to Indian market
 Expanding the reach to tier 2 and tier 3 cities to touch lives of Indians everyday
5. Digital Services
 World’s largest and fastest growing mobile data network
 Transformative customer value propositions
 Fully digitized operations from onboarding through fulfillment
 Only ubiquitous 4G coverage in India with high speed and quality coverage.
6. Media and Entertainment
 Network 18 aims to create unparalleled reach to enable tapping the unexplored segment of
population.
 No 1 news network by reach.
 Building strategic alliances with local and global best in the media industry.
 Robust bouquet of channels across various genres- business, entertainment, infotainment,
and kids.

1.1.2. FUNCTIONING OF DEPARTMENTS

A. Human Resource Department:

For any business to run one needs four M’s namely Man, Money, Machine and Material.
Managing other three resources other than men, are easy to handle. Men are very difficult to
handle because no two human beings are similar in all way. Human beings can think,
feel and give response. Handling humans is more important for any business because human
being have crucial potential that may be very profitable for the business, and these potentials can
be developed to an unlimited extent if they are provided with proper environment. So, the
function of managing men is as important as finance or marketing function in any business.

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 HRM refers to practices and policies framed for the management of human resources in an
organization, including Recruiting, screening, rewarding and appraising.”

Human resources have at least two meanings depending on context. The original usage
derives from political economy and economics, where it was traditionally called labor, one of
three factors of production. The more common usage within corporations and businesses refers
to the individuals within the firm, and to the portion of the firm's organization that deals with
hiring, firing, training, and other personnel issues. This article addresses both definitions.

The objective of Human Resources is to maximize the return on investment from the
organization's human capital. THE SCOPE OF HRM is indeed very vast. All major activities
in the working life of a worker-from the time of his or her entry into the organization until he or
she leaves- come under the purview of HRM. Specifically, the activities include are

 HR Planning

 Job analysis and design

 Recruitment and selection

 Orientation and placement

 Training and development

 Performance Appraisal and Job evaluation

 Employee and executive remuneration

 Employee Motivation

 Employee Welfare

B. Finance Department

If a company is an artificial person then finance is the blood of it. It is very important to have
adequate finance to run successfully and grow.

Finance department is responsible for the financial administration and management of the
company along with financial rules and financial guidelines acting in the company. Finance
department concerns with securing the financial health of the company.

 Objectives
 To take care financial flows for smooth running of business
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  To optimize the financial resources of the company.

 To meet financial expenses of the company in a systematic way

 Functions
 Estimating the financial requirements of the firm.
 Analyzing risk and returns associated with the projects and endeavors taken by the
company.
 Determine the need of working capital in the organization.
 Determining the pay scales of the employees.
 Profit maximization and wealth maximization of the company and its partners.
 Receipt of money from customers and accounting the same.
 Payments to suppliers and payment of all office expenses.

 The major sources of revenue

By sale of:

 Apparels

 Textiles

 Cosmetics

 Accessories

 The major expenses include

 Salary of the employees.

 Rent for office building.

 Marketing.

 Software.

 Stationeries.

 Telephone.

 Electricity.

 Other miscellaneous expenses.

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 C. Marketing

The process by which companies create customer interest in products or services is called
Marketing. It generates the strategy that underlies sales techniques, business communication,
and business development. It is an integrated process through which companies build
strong customer relationships and create value for their customers and for themselves.

Marketing is used to identify the customer, to keep the customer, and to satisfy the customer.
With the customer as the focus of its activities, it can be concluded that marketing
management is one of the major components of business management. Marketing evolved
to meet the stasis in developing new markets caused by mature markets and overcapacities in
the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their
focus from production to the perceived needs and wants of their customers as the means of
staying profitable.

The term marketing concept holds that achieving organizational goals depends on knowing
the needs and wants of target markets and delivering the desired satisfactions. It proposes that
in order to satisfy its organizational objectives, an organization should anticipate the needs
and wants of consumers and satisfy these more effectively than competitors.

 Marketing Department

1) Media and trade promotions

The team uses channels of media like

 Print media – Majorly uses newspaper, pamphlets for promotions.

 Radio

 Outdoor – Hire celebrities to promote their product at public places

 BTL activities

 Give seasonal slabs for discounts ex – On 15th August an offer stated that buy worth 5000
Rs and get free worth 3000 Rs

2) Communication

 Reliance Trends organises various events like photo shoots to promote themselves.

 Outsources its advertisements to ad agencies.

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  Advertisement is done through print media, radio, hoardings, newspapers, magazines,
car-cards etc.

 Public relations are maintained by a PRO, even the sales force is trained to maintain PR.

3) Research Strategy

 Any kind of research is done by this team. The research is done regarding any type of
problems faced.

 Research is done on category where there is a problem.

 Consumer behaviour is studied.

 Strategic initiatives are undertaken by the research team based on the survey done by
research agencies.

1.1.3. SWOT ANALYSIS

1. Strengths

 Reliance Retail is financially sound.

 Primary location of the stores ensures good footfall.

 Low prices of the merchandise attract customers.

 Customers visiting the stores more are between the age 18-25 years of age and constitute a
very good potential market.

 Majority of the customers are highly satisfied with the store and would like to revisit the
store.

 The concept of selling the merchandise in coordination is the unique selling proposition of
the brand and adds to the convenience of the customers.
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2. Weakness

 Acute lack of awareness about the store.

 Most customers visit the store only when passing by.

 Visual merchandising of the has to be improved.

 Display needs to be changed.

 Lack of external brands is also a major constraint in the store.

3. Opportunities

 RIL have an advantage because its concept redefines value retailing.

 Value retail is associated with RT offers, fresh stock at such low price and thus stands apart.

 The store offers in-house labels and thus has freshness associated with it.

 Brand name of reliance has a lot of prestige attached with it.

4. Threats

 More stores of Reliance Trends have to be opened across various places in Bangalore.

 Negligible awareness about the presence of store in other areas.

 Expansion strategy other VFM formats.

 There is a cut throat competition from stores like “lifestyle, Pantaloons, Show-off and
Shoppers Stop” respectively.

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1.2. COMPANY PROFILE

Reliance Industries Limited (RIL) is an Indian conglomerate holding company headquartered

in Mumbai, Maharashtra, India. Reliance owns businesses across India engaged in energy,
petrochemicals, textiles, natural resources, retail, and telecommunications. Reliance is the third
most profitable company in India, the second-largest publicly traded company in India by market
capitalization, and the second largest company in India as measured by revenue after the
government-controlled Indian Oil Corporation. The company is ranked 215th on the Fortune
Global 500 list of the world's biggest corporations as of 2016. It is ranked 8th among the Top 250
Global Energy Companies by Platts as of 2016.

RRL has been conceptualized to include growth for farmers, vendor partners, small shopkeepers
and consumers. It is based on Reliance’s backward integration strategy, to build a value chain
starting from farmers to consumers.

Company : Reliance Retail

Subsidiary Company : Reliance Trends

Founded : 2007

Headquarters : Bangalore

Chairman and Managing Director : Mukesh Ambani

The Apparel, Luggage and Accessories division of reliance retail has announced the launch of
their first Apparel speciality store “Reliance Trends”.

All the 3 Reliance Trends stores located at different places across Bangalore offer some of the
best Indian and International brands with each store’s area of more than 15,000sq.ft. of shopping
area, and has been designed and furnished by the best of the international design agencies to offer
a high style and lavish experience to the Indian consumer.

The store layout compliments the evolving tastes and preference of fashion savvy consumers,
giving them an opportunity to view/shop with ease, along with an army of well-trained customer
service associates to compliment the entire shopping process.

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Riding on the tremendous success of Reliance Mart at various locations across India, the apparel
division of Reliance Retail is well on track to democratise fashion and make it attainable to the
masses.

This is being possible by the extraordinary design pool of Indian and International designers,
integrating the international design trends and preferences of the Indian consumers.

The company is offering solutions to common maintenance problems through its state-of-the-art
innovative products like Ever White Shirts, Anti Stain Trousers, Wrinkle free range of garments,
aromatic clothes for infants and quick-dry sportswear that ensures optimum moisture
management.

Product quality has been ingrained into the DNA of Reliance Trends and is integral to the mission
of “Grahak Devo Bhava”. The quality system is designed, implemented and monitored as per
international standards by a highly competent team of professionals.

To deliver the customer the best value for their money, only those products that demonstrate an
exemplary safety and quality meeting both implicit and explicit needs of the consumer are
approved for purchase.

Some of the quality standards that are being followed are American Association of textiles,
chemists and colourists. American Standard, ISO and BIS methods.

For the first time in organised retail, Reliance Trends is introducing Made to Measure tailoring
service offering customised fits to all the customers buying fabric from the store at prices
compatible to neighbourhood tailors.

Reliance Trends is offering a homogenous mix of private label of brands across men’s, women’s
and children’s category to fulfil every customer’s requirements.

Continuing the tradition of reaching out to the middle class of the country, the current offering
from Reliance Trends is easily affordable to the Indian consumer. The specific private label called
First Class, is designed to cater to the range of garments cutting across men’s, women’s and
children’s wear to deliver extreme value to the Indian consumers.

Taking forward the voice of Shri Mukesh Ambani, Chairman & Managing Director, Reliance
Industries Ltd, Reliance Trends delivers unmatched affordability, quality and chain of products
and services to the consumer. Reliance Retail continues to fine tune its offering and listening to
its customers and learning from them. This as the Chairman envisions, will be the beginning of
transformation of Indian Retail with benefits for the consumer.

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Vision

To make RIL one of the most innovative companies in the world and to achieve
breakthrough growth in revenues and profits by creating and implementing sustainable solutions.

Mission

To be the most admired and successful organised retail company in India that materially
enhances the quality of life of every Indian.

 Business quality objectives

 Greater market share

 Higher growth rate

 Higher earnings

 Premium price

 Loyal customers

 Highly motivated employees

 Higher or better product quality can also be used as product differentiation strategy
in market place

 The best way to reduce loss is to avoid it by losing it with bad quality

 Stock: Listing and Performance over time

As Reliance Retail Limited is a subsidiary of Reliance Industries Limited it is not listed

separately on any stock exchange, it can only impact the prices of Reliance Industries Limited.

 According to RIL’s annual report for 2009-10

Turnover : Rs. 200,400 crores ($ 44,632 million)

PBDIT : Rs.33,041 crore ($ 7,359 million)

Cash Profit : Rs. 27,933 crores ($ 6,221 million)

Net Profit : Rs.16,236 crore ($ 3,616 million)

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 Net Profit 10 years CAGR : 21%

Total Assets : Rs. 251,006 crores ($ 55,903 million)

1.2.1. ORGANIZATION STRUCTURE

Figure ii- 1.2.1

 Board of Directors

 Chairman and Managing Directors

Mukesh D. Ambani

 Independent Directors Executive Directors

Mansingh L. Bhakta Nikhil R. Meshwani

Yogendra P. Trivedi Hital R. Meshwani

Prof. Ashok Misra P. M. S. Prasad

Prof. Dipak C. Jain Pawan Kumar Kapil

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 Dr. Raghunath A. Mashelkar

Adil Zainulbhai

Raminder Singh Gujral

Dr. Shumeet Banerji

 Non- Independent Director

Nita M. Ambani

 Chief Financial Officer

Alok Agarwal

 Group Company Secretary and Chief Compliance Officer

K. Sethuraman

 Joint Chief Financial Officer

Srikanth Venkatachari

 Auditors Solicitors & Advocates

DTS & Associates Kanga & Co.

SRBC & Co. LLP

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1.2.2. BUSINESS DIVISIONS

1. Reliance Mart

2. Reliance Fresh

3. Reliance Smart

4. Reliance Digital

5. Reliance Trends

6. Reliance footprints

7. Reliance Jewels

8. Reliance wellness

1.2.3. RELIANCE STORE BRANDS

Figure iii-1.2.3

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Reliance Retail started its journey in 2006 with the opening of its first Reliance Fresh store.
Today Reliance Retail operates over 500 Reliance Fresh stores across 80 cities and sells over 200
metric tons of Fruits and over 300 metric tons of Vegetables every day.

Reliance Fresh is India’s leading neighborhood retail chain, synonymous with freshness &
savings. With the three core promises of ‘Fresh Hamesha’, ‘Available Hamesha’ and ‘Savings
Hamesha’, Reliance Fresh is a one-stop-shop for fresh shopping, fresh savings and fresh
happiness.

From fresh fruits & vegetables to dairy, cereals to spices, processed food & beverages to home &
personal care products, we have the entire gamut of your grocery needs covered.

Across our stores, we retain a strong customer centric approach to meet all your shopping needs
- be it routine or seasonal, well known brands or popular local products.

Continuing Reliance’s hallowed tradition of backward integration, Reliance Retail directly

partners with a large number of farmers and small vendors in a farm-to-fork model. The linkages
with the farm have brought about transformational changes in the quality of life of the farmers as
also enhancing the quality of produce, reducing wastage by shortening the time to move fresh
produce and reducing intermediaries in the value chain thereby benefiting all.

Reliance Fresh has consistently appeared in the list of ‘Most Trusted’ Service brands in India by
Brand Equity and is ranked No. 2. This represents the faith of consumers in patronizing the chain
which continues to remain as India’s favorite neighborhood grocer.

Reliance Trends is a leading lifestyle retail chain with over 351 retail stores across 186 cities.
Reliance Trends offers stylish, high-quality products across Womenswear, Lingerie, Menswear,
Kids wear and fashion accessories through a diversified portfolio of own brands, national and
international brands.

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The uniqueness of the store is the core, which delivers "fashion at great value". Spread over 8,000
– 24,000 square feet of shopping area, each Reliance Trends store is designed to offer a unique
shopping experience for the entire family through wide aisles, coordinated displays and highly
trained fashion professionals offering best in class customer assistance.

Reliance Trends customer through www.reliancetrends.com can access a large collection of

fashionable, high quality products at great value delivered at their door steps.

The own brand portfolio includes:

 Rio - a vibrant range of snazzy trends for young women

 Fig - fashion wear for discerning, independent & working women
 Avaasa - a range of Indian wear for women offering the finest collection of Salwar Kurtas,
Churidars and a fast-evolving Mix n Match range of garments
 Fusion – a range of fusion wear for women where east meets west & style meets comfort
 Hushh - the lingerie line for women offers an extensive range of innerwear and sleepwear
 Frendz - range of garments that complements the wardrobes of the growing generation of
boys and girls
 Pureza – a collection of pure Cotton & Linen shirts for men
 Network – offering a range of garments which comprises of formal office wear collection for
men and women
 Netplay - range showcases a smart casual collection for the evolving workplace
 The DNMX - range has been developed with a clear focus on the youth of India, offering
them exclusively crafted fashion garments like Denims, T shirts etc.
 Performax - the specialized sportswear or active wear brand, which supports performance in
sporting activity
 Graviti - the innerwear range for men offering the best of inner and lounge wear
 Point Cove – Kids wear brand that features bold colors bringing the California spirit to India

Fresh Direct is an online grocer that delivers to residences and offices in the New York City
metropolitan area. It also offers next-day delivery to much of New York City and parts of Nassau
and Westchester countries, New York; Fairfield County, Connecticut; Hoboken, Newark,
and Jersey City; Philadelphia, Pennsylvania; and Washington, DC. Fresh Direct custom-prepares
groceries and meals for its customers, a manufacturing practice called Just in Time that reduces
waste and improves quality and freshness. The service is popular for its distribution of organic

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food and locally grown items, as well as items that consumers see in supermarkets daily. It also
delivers numerous kosher foods and is recognized by the Marine Stewardship Council as a
certified sustainable seafood vendor.

Fresh Direct uses SAP AG software to process thousands of orders placed on its website every
night. Orders are dispatched to the kitchen, bakery, deli as well as fresh storage
rooms, produce ripening rooms and production areas within the company's refrigerated facility.
All order components are custom-cut, packaged, weighed and priced. In the case of dry
goods or frozen foods, items are picked from storage before being placed inside bins that travel
along conveyors to the sorting area. There, products in a customer's order are scanned and
gathered in corrugated fiberboard boxes. The boxes are labeled, recorded and loaded into
refrigerated delivery trucks.

The company is based in a 300,000-square-foot (28,000 m2) building in Long Island City.
Though the website and plant processes were in development for several years before its public
launch, the company made its first deliveries to Roosevelt Island on July 11, 2002.

Fresh Direct has since expanded service to New York, Kings, Queens,
Bronx, Nassau, Suffolk and Westchester counties in New York, as well as parts of New
Jersey, Pennsylvania, Delaware, and Connecticut. The company now has almost 2,000
employees. Fresh Direct is currently building a new 500,000-square-foot (46,000 m2) distribution
hub and corporate headquarters at Harlem River Yards in the Bronx, which is expected to open
in 2016. The new facility is expected to expand Fresh Direct's operations capacity and create
1,000 additional jobs.

Reliance Retail has the distinction of operating the largest consumer electronics store chain in
India through a network of over 1,900 Reliance Digital and Digital Express Mini stores.

Reliance Digital offers over 200 national and international brands offering a widest assortment
of products spanning across Audio & Video products, Digital Cameras, Durables like Air
Conditioners, Refrigerators, Washing Machines, Microwave Ovens, Water Purifiers, Kitchen and
Home Appliances, Gaming Consoles & Games, Computers, Laptops, Tablets & Peripherals,
Mobile and Fixed line instruments as well as a wide range of accessories and new-age gadgets
across all major product categories. Reliance Digital offers its customers a delightful shopping
experience and help them in bringing home the latest & best of technology at unbeatable price.

25
Reliance Retail operates ResQ, the service arm of Digital. It is a full-fledged service organization
and is India’s first multi-product, multi-brand and multi-location service network that provides
solutions encompassing end-to-end product life cycle requirements for the entire range of
Consumer Durables and Information Technology products and other value-added services.

Reliance Retail has built the largest distribution reach for devices in India. The infrastructure
encompassing on-boarding of trained sales specialists, integrated supply chain and service centers
have been made fully operational as part of building 4G ecosystem in the country.

Reliance Retail has developed a strong portfolio of products offered under its own label
Reconnect. The Reconnect products are differentiated by cutting edge innovation, superior quality
and offers great value.

Reliance Retail offers a wide range of 4G LTE smartphones and 4K TVs under its own brand
‘LYF’. The brand built on the premise of unmatched user experience offers high performance
handsets and televisions that deliver a true 4G and true 4K experience comparable to the best in
the world. LYF range of smartphones with superior features like Voice over LTE (VoLTE), Voice
over Wi-Fi (VoWi-FI), HD Voice and HD quality video calling enables users to experience a new
digital life.

Reliance Digital launched its private label of products branded "RECONNECT" in October,
2011. Reconnect product range covers over 200 products, from the latest large-screen LED TVs,
Star-rated Air conditioners, Washing Machines, Smartphones, Tablets to household appliances &
personal care products. Major all products comes with a 2-year warranty, while accessories
product warranty varies from 6 months to 1 year.

Digital Xpress Mini

Digital Xpress Mini Stores are relatively smaller in size than Reliance Digital. These stores are
about 250 square feet and mainly sell the company's telecom services, smartphones, tablets and
also accessories of other brands. There are around more than 1700 Digital Xpress Mini stores as
of the Feb 2017.

Reliance ResQ

ResQ is the service arm of Reliance Digital / Digital Xpress and Digital Xpress mini stores, which
caters to customers for after sales service. ResQ is India’s first Multi product, Multi brand, Multi-
location service facility which offers service from 10am to 10pm, 365 days a year. The resQ care
plans offer scheduled preventive maintenance visits and Standby units in special cases.

26
iStore

Reliance Digital also operates a chain of Apple resellers in India under the name iStore. There are
about 4 such stores in India currently.

Synonymous to its name, Reliance Smart is a new age supermarket serving the needs of today’s
smart and value seeking customers. Reliance Smart offers a one-stop shopping experience by
offering fresh produce, bakery, dairy products, home and personal care products, general
merchandise and in many cases are co-located with our fashion & electronics store Reliance
Trends and Reliance Digital, making it a complete shopping destination.

Reliance Smart’s incredible value proposition rewards shoppers more & more for bigger
purchase, every single time they shop with 100% assortment being offered below MRP all year
round, while delivering a world-class shopping experience.

It started its journey from Mumbai & Pune and soon will be extending its network in other cities.

Traditional retail is characterized by presence of over 15 million Kirana shops in the country.
These kirana shops operate their retail business on a fragmented distribution network with
presence of a number of intermediaries. Reliance Market, the wholesale cash and carry store
chain aims at supporting their growth and providing them with a modern distribution system.

Reliance Retail opened the first Reliance Market in 2011 and since then Reliance Market has
grown rapidly expanding to 37 cities and serving over 2.5 million member partners.

Reliance Market operates on the principle of 'less is more' i.e. 'buy for less' – 'operate for less' –
'sell for less' relying on higher efficiency of asset utilization and passing on higher value to

27
customers. The societal value thus created by Reliance Markets helps in supporting member
partners to be more profitable.

Reliance Market enjoys strong patronage of its registered member partners by offering them a
wide assortment of groceries, home and personal care products, consumables, general
merchandise, apparel, footwear and home appliances. By sharing benefits of strong sourcing
capabilities and relationships with a large network of vendors, Reliance Market offers regional,
national and international brands to its partners and helps them prosper. Reliance Market’s strong
own brand portfolio further brings relevant offerings to its shelves thereby offering large
assortment of core and complementary products.

Reliance Jewels is India’s leading fine jewelry retail chain. With its first store opening in 2007,
Reliance Jewels today extends its reach to 36 cities with 52 stores across India. At Reliance
Jewels, customers are assured of the widest range, stunning designs, guaranteed purity & quality
and a pleasant shopping experience. The product collection hosts an extensive range starting from
traditional gold jewelry including Kundan, Polki, Filigree and Temple that showcases the
legendary design and craftsmanship of various parts of India right up to contemporary diamond
jewelry & solitaires.

Renowned for its high quality, competitive pricing and superior customer service experience,
Reliance Jewels have touched millions of lives in various ways and earned trust & loyalty
amongst customers. Offering BIS Hallmarked Gold, Internationally Certified Diamonds and Free
Jewelry insurance, the brand further assures complete peace of mind to its customers.

Ajio, a fashion and lifestyle brand, is a natural extension of the Reliance legacy in fashion which
started with the iconic brand-Vimal in 1975. Ajio was unveiled in April 2016 at Lakme Fashion
Week, Mumbai. It’s also the first pan-India ecommerce venture by Reliance Retail and is focused
on making premium fashion accessible to all.

28
AJIO’s brand mission is to live life to its fullest, aligning itself to the call to live that is Jio. AJIO
is a style philosophy, a brand foremost. We are a style destination, offering handpicked curated
fashion across a unique selection of own brand, international brands, authentic handcrafted
artisanal products, inspired indie and national brands. We offer a significant majority of exclusive
merchandise that customers will not find elsewhere.

With the advanced internet infrastructure built by Jio and a robust physical retail business built
by Reliance Retail, we are creating a differentiated e-commerce model for India. This model will
entail seamless integration of online and offline while innovating across superior customer
experience, delivery services and payment ecosystem. Ajio App is available for download on
Google play and Apple App Store.

Reliance Footprint is a leading specialty family footwear retail chain that caters to the footwear
needs of the entire family. Reliance Footprint offers widest range of international, domestic and
Reliance owned brands across men’s footwear, women’s footwear, kids’ footwear, handbags,
backpacks, luggage, socks, belts, wallets and shoe care products.

At Reliance Footprint, we believe in the quality of our products and service which is the sole
reason for our success. Be it indoor, outdoor, formals, casuals, sports, parties, ethnic or
occasional, we offer the best in-trend fashion footwear and accessories for all age groups.

Extending its reach, Reliance Footprint operates its omni-commerce platform Footprint360
bringing the convenience to shop your favorite pair of footwear from anywhere any time.
Footprint360 offers a wide collection of footwear and accessories at a convenience of click to be
delivered at your doorsteps or pick-up from the nearest store.

29
1.3. PRODUCT PROFILE

1)Women’s Wear

Indian wear Formal wear

Semi-Formal wear Casual wear

Dress material Lingerie

2)Men’s wear

Formal wear Semi Formal wear

Casual wear Sports wear

Men’s wear fabric Under garments

3) Kid’s wear

Infants Toddlers

Girls 2-8 years Girls 8-14 years

Boys 2- 8 years Boys 8-14 years

4) Accessories

Handbags Socks

Handkerchiefs Sports Goods

30
 CHAPTER- 2

WORK DONE IN COMPANY

31
2.1. WORK DONE IN COMPANY

A) 1st and 2nd week:

In the first week of SIP we were given training for 3 days on understanding the customers
and monitoring their experience with Reliance Retail. And evaluate their satisfaction with
the products and services offered by Reliance

Date: 21-05-2019 to 04-06-2019

In the first day we were given the following information: -

 This survey is conducted in 2000+ stores around the country.

 This is a qualitative research which is done in large scale.
 The methodology used is- Face to face interview, primary data
 Sample framework is- Random Sampling which includes Systematic sampling, stratified
random sampling.
 Tool used to conduct the research is- Questionnaires

 Random Sampling-

Random sampling is a way of selecting a sample of observations from a population

in order to make inferences about the population. For example, exit polls from voters that
aim to predict the likely results of an election. Random sampling is also known
as probability sampling.

The selection of observations must occur in a ‘random’ way, meaning that they do
not differ in any significant way from observations not sampled. It is typically assumed
that statistical tests contain data that has been obtained through random sampling.

 Stratified random sampling-

Stratified random sampling is a method of sampling that involves the division of

a population into smaller sub-groups known as strata. In stratified random sampling or
stratification, the strata are formed based on members' shared attributes or characteristics
such as income or educational attainment.

Stratified random sampling is also called proportional random sampling or quota

random sampling.

32
 Oher key Points are: -

 Anybody who walks into my store is a customer

 Anybody who affects or is affected from the birth till end/ disposal of the products
they are the consumers.

Customer satisfaction in Reliance Trends

After 3 days of training we were assigned with our respective reliance retail outlets in different
places. I was assigned with “Reliance Trends” for the first week. In the first day in reliance trends
I was given a small tour around the store by the store manager. The store was inside a mall in
Kochi, Kerala.

I had to collect customer feedback by interacting with the customers inside the store. Many
gave positive response by giving answers to the questions that I was asking through the set of
questionnaires given by reliance retail. I also studied the customers who did not buy anything
from the store due to reasons like - no new collection, price, quality of the product and services
offered by the store

For one week I had to collect the feedbacks from customers in the same stores.

B) 3rd week:

Customer Satisfaction in Reliance Fresh

In this week I was assigned my work in Reliance fresh. Reliance fresh is one of the
subsidiaries of Reliance group of companies under Mukesh Ambani, with more than 1000
outlets across the country serving over 2.5 million customers.

As far as my objective of the study is concerned, the primary objective was to “study the
customer satisfaction at reliance fresh”. For this primary objective I had to find whether
Reliance fresh provides quality products and services or not.

 Study was made to know whether customers visit the shop frequently. And yes, it was
found that most of the customers visit the shop weekly.

 I conducted the study to know whether Reliance fresh provides original colour of the
vegetables or not. And it was found that the vegetables and fruits were fresh and original.

 It was found that the temperature maintained inside the store was good due to which the
vegetables remained fresh.

33
  The store space was not sufficient. Many customers complained about the store space. It
was very compact and there was no space for movement.

 Customers were happy with the offers, discounts and price of the products. The
availability of products also had good ratings from the customers.

 As it was in a commercial area local people were the frequent customers of the store. Very
few were there who visited the store for the first time.

 Overall experience of customers was rated 4 out of 5 by the customers in the store, 5 being
the highest.

C) 4th Week:

Customer satisfaction in Reliance Trends

In this week I was once again assigned my work in Reliance Trends. Reliance Trends is a
leading lifestyle retail chain with over 676 retail stores across India. Reliance Trends offers
stylish, high-quality products across Womenswear, Lingerie, Menswear, Kids wear and
fashion accessories through a diversified portfolio of own brands, national and international
brands.

The uniqueness of the store is the core, which delivers "fashion at great value". Spread over
8,000 – 24,000 square feet of shopping area, each Reliance Trends store is designed to offer a
unique shopping experience for the entire family through wide aisles, coordinated displays and
highly trained fashion professionals offering best in class customer assistance.

As far as my objective of the study is concerned, the primary objective was to “study the
customer satisfaction at reliance trends”. For this primary objective I had to find whether
Reliance trends provides quality products and services or not.

I had to collect customer feedback by interacting with the customers inside the store. Many
gave positive response by giving answers to the questions that I was asking through the set of
questionnaires given by reliance retail. Many people also gave some suggestions which I have
recorded so that it might help in improving in the future. I also studied the customers who did
not buy anything from the store due to reasons like - no new collection, price, quality of the
product and services offered by the store

34
  After conducting the survey, I found that many customers had positive feedbacks like:
-

 They found the products that they were looking for.

 Staffs were very interactive and were there to help the customers throughout the
shopping time.

 The store was always clean and there was huge walking space letting the customer walk
around the store and have a look at all the products easily.

 Negative feedbacks were: -

 A feedback book was kept near the billing counter, but very less customers were writing
in that book because people were not aware of the book.

 Many customers complained about the extra charge for carry bags. They thought it was
way too much to ask for.

 Some customers in the kid’s section said that the bottom wear for kids have to be more
colourful and they should have more collection for kids.

 Many customers were asking if there was a way for alteration inside the store, which
was not available.

For one week I had to collect the feedbacks from customers in the same stores. And the
above-mentioned feedbacks were recorded during the process of face to face interview
with the help of questionnaires.

D) 5th week:

Customer satisfaction in Reliance Smart

Reliance Smart is a new age supermarket serving the needs of today’s smart and value seeking
customers. Reliance Smart offers a one-stop shopping experience by the offering fresh
products, bakery, dairy products, home and personal care products, general merchandise and
are co-located with fashion & electronics store Reliance Trends, Reliance Digital, making it
complete shopping destination.

35
As far as my objective of the study is concerned, the primary objective was to “study the
customer satisfaction at reliance smart”. For this primary objective I had to find whether
Reliance smart provides quality products and services or not.

Consumers have high expectations from Reliance smart regarding pricing, they expect good
collection of products at much cheaper price.

I had to collect customer feedback by interacting with the customers inside the store. Many
gave positive response by giving answers to the questions that I was asking through the set of
questionnaires given by reliance retail. Many people also gave some suggestions which I have
recorded so that it might help in improving in the future. I also studied the customers who did
not buy anything from the store due to reasons like – Unhygienic condition inside the store,
variety of products, price, quality of the product and services offered by the store.

Among those who were aware, many of them did not visit or shop at reliance smart store as
their perception about the store was not good. This was clear after conducting the survey that
people were not visiting the store and not purchasing even after visiting the store.

Some of the reasons given by the customers are listed below:

 Too expensive
 Less variety
 Did not like the store condition, location
 Fresh veggies and fruits were not there sometimes
 Quality of the products were not good
 The products which had been bought earlier were sometimes defective after one use

Moreover, people sometimes visit a mall with least interest of purchasing anything. Many
customers gave different opinions of visiting mall, some of them are:

 Lunch, to meet friends

 Meeting friends, movie
 Shopping in different places other than in that store or mall
 To eat out

36
 Many customers also gave positive responses like:

E) Customers were happy with the offers, discounts and price of the products. The
availability of products also had good ratings from the customers.
F) As it was in a commercial area local people were the frequent customers of the store. Very
few were there who visited the store for the first time.
G) Overall experience of customers was rated 4 out of 5 by the customers in the store, 5 being
the highest.

E) 6th week

Customer Satisfaction in Reliance Jio Store

Reliance Jio infocom limited is LTE mobile network operator in India. It is a wholly owned
subsidiary company of Reliance Industries. The headquarter of Reliance Jio is in Navi
Mumbai, Maharashtra. Jio provides wireless 4G LTE service network (without 2G/3G- based
services) and this is only ‘VoLTE’ (Voice over LTE) operation in country.

The services were first beta-launched to Jio’s partners and employees on 27th
December 2015, on the eve of 83rd birth anniversary of late Dhirubhai Ambani, the founder
of Reliance industries. In addition, the services were commercially launched on 5th September
2016.After a month of being commercially launched Jio announced that, it acquired 16 million
subscribers. This is the fastest ramp-up by any mobile network anywhere in the world. Jio
crossed50 million connections after 83 days of being launched. On 22nd February 2016, it
crossed around100 million connections.

The products of Reliance Jio are:

 Lyf Smartphones
 Jionet WiFi
 My Jio apps which includes (My jio, Jio TV, Jio Cinema, Jio Chat Messenger, Jio
Music, Jio 4G voice, Jio Mags, Jio Xpress News, Jio Security, Jio Drive, Jio Money
wallet, Jio Switch, Jio cloud etc)

My main objective in this store was:

 To understand the Satisfaction level of the customer using Reliance Jio

 To determine the future expectation towards services, provide by Reliance Jio.

37
  To analyze demographic factors of Reliance Jio users.
 To determine the performance of the services provided by Reliance Jio.

I had to collect customer feedback by interacting with the customers inside the store. Many gave
positive response by giving answers to the questions that I was asking through the set of
questionnaires given by reliance retail. Many people also gave some suggestions which I have
recorded so that it might help in improving in the future. I also studied the customers who did
not buy anything from the store due to reasons like – Unavailability of the products they were
looking, unavailability of different models of products, price factor, quality of the product and
services offered by the store, document verification took lot of time, finger print machine was
not working properly, unavailability of mobile accessories, lack of internet inside the store etc.

After conducting the survey, I got many positive as well as negative suggestions from the
customers. Some of them are mentioned below:

 Maintaining the plans and network quality. People had many complaints that Jio
network is still not available in many remote places.

 Letting people aware of its existence in the remote areas.

 Decreasing the price of the offers available in Jio because very few people will afford a
new service provider with very low network coverage.

 Improving the quality of voice network quality.

Some other response towards the store are:

 Many Customers also gave positive response towards the store regarding its cleanliness,
its offers, schemes and plans

 Many people found the products they were looking for

 The location of the store was not pleasing because it was too far from the main city.

 Only the local people had access there and due to frequent power cuts, many had average
review about the store

The overall experience inside the store was good, but it was very difficult to conduct survey
in a place where very few customers used to come. I got to learn what customers want from
Reliance Jio as a network. And I was also able to understand what are their expectations from
the store.

38
F) 7th Week

Customer satisfaction in Reliance Digital

Reliance Digital is a consumer durables and information technology concept from Reliance
Retail. It is a subsidiary of Reliance Retail, which is a wholly owned subsidiary of Reliance
Industries.

Reliance Digital is a consumer electronics company in India. The first Reliance Digital Store
was opened on 24 April 2007 in Delhi. Currently there are around 2000 Reliance Digital &
Reliance Digital Xpress Mini Stores in around 600 cities in India.

As far as my objective of the study is concerned, the primary objective was to “study the
customer satisfaction at reliance digital”. For this primary objective I had to find whether
Reliance Digital provide quality products and services or not.

I had to collect customer feedback by interacting with the customers inside the store. Many
gave positive response by giving answers to the questions that I was asking through the set of
questionnaires given by reliance retail. Many people also gave some suggestions which I have
recorded so that it might help in improving in the future. I also studied the customers who did
not buy anything from the store due to reasons like – less variety of products, price factor,
quality of the product and services offered by the store were not satisfactory, model was not
available etc.

Some positive responses given by the customers are:

 The location of the Store is good which is in commercial area that helps the customers to
shop from the store.

 Space for movement is rated 4 out of 5 by the customers

 The store staff interaction is also appreciated by the customers

 Availability of variety products

 Price of the products are little high but as they are providing good quality of products it
is appreciated by the customers.

 The offers and promotion offered by the store is also good

39
 Among those who were aware of the store, many of them did not visit or shop at reliance digital
store as their perception about the store was not good. This was clear after conducting the survey
that people were not visiting the store and not purchasing even after visiting the store.

Their reasons for not visiting or not shopping from the stores were:

 Some products were very expensive

 Quality of the products are not much fascinating

 Availability of variety of products was not there

 Proper assistance and demonstration were not provided by the sales staff

 Latest products were not available most of the times.

 Offers and schemes were not attractive.

The overall experience in this store was good. I got a lot of information about the customers’
expectations from reliance Digital store and what changes do they want in the future.

G) 8th week:

Customer satisfaction in Reliance Smart

Reliance Smart is a new age supermarket serving the needs of today’s smart and value
seeking customers. Reliance Smart offers a one-stop shopping experience by the offering fresh
products, bakery, dairy products, home and personal care products, general merchandise and
are co-located with fashion & electronics store Reliance Trends, Reliance Digital, making it
complete shopping destination.

As far as my objective of the study is concerned, the primary objective was to “study the
customer satisfaction at reliance smart”. For this primary objective I had to find whether
Reliance smart provides quality products and services or not.

Consumers have high expectations from Reliance smart regarding pricing, they expect good
collection of products at much cheaper price.

I had to collect customer feedback by interacting with the customers inside the store. Many
gave positive response by giving answers to the questions that I was asking through the set of
questionnaires given by reliance retail. Many people also gave some suggestions which I have
recorded so that it might help in improving in the future. I also studied the customers who did
not buy anything from the store due to reasons like – Unhygienic condition inside the store,

40
variety of products, price of products, quality of the product and services offered by the store,
unavailability of desired products, space for movement inside the store was not good, lack of
offers and schemes on the products.

Among those who were aware, many of them did not visit or shop at reliance smart store as
their perception about the store was not good. This was clear after conducting the survey that
people were not visiting the store and not purchasing even after visiting the store.

Some of the reasons given by the customers are listed below:

 Too expensive
 Less variety
 Did not like the store condition, location
 Fresh veggies and fruits were not there sometimes
 Quality of the products were not good
 The products which had been bought earlier were sometimes defective after one use

Many customers also gave positive responses like:

 Customers were happy with the offers, discounts and price of the products. The
availability of products also had good ratings from the customers.
 As it was in a commercial area local people were the frequent customers of the store.
Very few were there who visited the store for the first time.
 Overall experience of customers was rated 4 out of 5 by the customers in the store, 5
being the highest.

41
 CHAPTER- 03

REVIEW OF LITERATURE

42
LITERATURE REVIEW

3.1. Introduction:

This chapter provides, through selective reference to some of the literature, a clearer
understanding of Internet advertising concept and outlines previous research findings on the
effectiveness of internet advertising based on measures of advertising effectiveness.

3.2 Theoretical Foundation of the Study

Emotional appeals in advertising theory and classical conditioning theory in learning

consumer behavior form the theoretical basis of this study. Extensive academic research has been
conducted on the psychology of emotion and the ways in which ad-evoked feelings may influence
consumer response to marketing communication. Scholars have also observed that advertising
may evoke both positive and negative emotions when seeking to persuade. Indeed, Brown, Homer
and Inman suggest that from a practical perspective, “the relative strength of positive and negative
feeling effects potentially could guide advertisers’ decisions regarding executional strategies.”

It has been suggested that ads use positive affect to make consumers like the ad and then
buy the product, and negative affect to evoke an uncomfortable state that makes consumers want
the “solution” offered by the advertiser. Unfortunately, there are no guarantees that what the
consumer actually experiences will be the affective response the advertiser intended to create:
Research has shown that this kind of mismatch between advertiser intentions and consumer
response occurs all too often

These insights notwithstanding, a number of fundamental questions remain unanswered

with respect to ad appeals. Why, for instance, do these appeals induce such powerful consumer
responses in certain cases? What causes them to be more or less effective on consumers? With
specific reference to internet advertising, this study will attempt to answer these questions.

Classical conditioning is often referred to as a means in which humans learn by

association. In the classical conditioning paradigm, Pavlov’s Dog, a neutral stimulus is paired
with an unconditioned stimulus to elicit an unconditioned response. For example, after repeated
pairings of meat (known to cause salivation) with the sound of a bell, the sound of a bell alone
elicits salivation. This association is dependent on two characteristics of the association:
contiguity and frequency. The law of contiguity states that in order for associative learning to take
place, the unconditioned stimulus and the neutral stimulus must be paired close in time to each
other. Furthermore, it is not enough for a neutral stimulus and an unconditioned stimulus to simply
co-exist in a close period of time. The more frequent the pairing, the easier it is to form an
association.

43
 Proponents of applying classical conditioning to marketing believe that the association
between a product and positive stimuli may help explain the effect of many variables in
communication and attitude change. Gorn tested the effects of a positive unconditioned stimulus
on product preference. His results support the notion that the simple association between a product
(conditioned stimulus) and another stimulus such as music (unconditioned stimulus) can affect
product preferences as measured by product choice.

However, these effects were diminished in situations where consumers were in a clear
decision-making mode. The learning’s of classical conditioning give us some insight on the
characteristics of an effectively branded Internet advertisement. First and foremost, the frequency
with which an ad is served impacts brand awareness. Frequency also impacts whether or not, an
association between a message and a brand, is made by a consumer.

3.3 Internet Advertising

As a new advertising channel, the Internet and particularly the World Wide Web (WWW)
portion of the Internet, are challenging traditional forms of mass media advertising (Hoffman and
Novak, 1996; Hearn, Mandeville and Anthony, 1998). Meeker defines a mass communication
medium as the communication from “one person or group of persons through a transmitting
device (a medium) to a large audience or market”. The Internet offers an interactive alternative to
mass media communication through the use of web pages, discussion groups and email.

A significant advantage for advertisers will be the opportunity to communicate more

directly with individual consumers through this medium. Marketers will also be able to promote
their products and services in a personalized, targeted manner to interested people within their
target market. Importantly, wastage of advertising and marketing funds often experienced when
exposing promotional messages to the mass market, may be reduced as a result of using this new
interactive medium. Advertisers will need to re-address their techniques, services and agency
structure and evolve new communication strategies for the Internet as market share is being lost
to this more personalized, interactive form of Internet advertising.

Schlosser surveyed a national sample of over 400 participants and found no majority
opinion of Internet advertising-about a third of the participants liked, disliked, and felt neutrally
toward Internet advertising respectively. The Internet users found online advertising was
informative but less entertaining, and it did not encourage them to make purchases even they did
not perceive it to increase product prices. Korgaonkar and Wolin examined the differences
between heavy, medium, and light web users and concluded that “heavier users hold stronger
beliefs about and attitudes toward Web advertising which likely lead to stronger purchase intent”
Comparing with lighter users, the heavy Internet users believed that web ads were more
believable, entertaining, informative and helpful; but harder to understand. They perceived that
web advertising was a good thing, moderately essential, and it reduced the cost of products.
Marketers should include web advertising in their promotion efforts but the ads should be
44
designed with the respective user groups in mind. For example, ads targeted to heavy web users
should stress the price value relationship of the products, since they engage in more frequent
purchasing and believe that web advertising helps to decrease the prices of products. Similarly,
Ducoffe (1996) found that Internet advertising was perceived to be informative, entertaining,
useful, valuable, and important.

3.4. Effectiveness of Internet Advertising

Various researchers have studied numerous factors that might have an impact on Internet
advertising recall. The factors include ad characteristics, Internet users’ viewing mode and
duration of viewing, campaign publicity, attitudes toward the website or ad, and curiosity and
innovative advertising strategy Danaher and Mullarkey examined the effects of such factors as
viewing mode, visit duration, text and page background complexity, and the style of banner ads
on both aided and unaided recall. The authors did not find any significant impact of the website
context factors on advertising recall. The key finding was that the duration of page viewing is a
strong determinant of the ability to recall banner ads; however, a minimum level of exposure
(around 40 seconds per page) is required to achieve a reasonable level of advertising recall.

Dreze and Hussherr also examined the effectiveness of ad characteristics on the ability to recall
ad. Animation content, the shape of the banner ad, and frequency of the ad (repetition) leads to
higher advertising recall but not the size of the banner. In addition, the authors reported that “a
banner’s message influences both aided advertising recall and brand recognition. This indicates
that what an ad says is more important than how it says it” In contrast, Yoon found that banner
image is more significantly effective than text to assess consumers’ preferences toward online
ads.

Click-through rate is a widely used measure for assessing the effectiveness of banner
advertising, which is the average number of times a viewer clicks on a pop-up ad and is then
exposed to the target web site as reported by Cho, “the banner advertisement click-through is
believed to be the most common way to draw consumers into a target site and engage them with
a brand or product.

3.5. Consumer Behavior

According to Warner, consumer behavior is the study of individuals, groups, or organizations and
the processes they use to select, secure, and dispose of products, services, experiences, or ideas
to satisfy needs and the impacts that these processes have on the consumer and society (Malcolm).
Warner emphasized the consumption related behaviors are often undertaken collectively. For
example, some activities performed by individuals but consumed by a family or group of people,
similar as organization purchasing activities usually followed by group decisions. Beside this

45
point, the consumer behavior is not just purchasing, but has usage and disposal the goods, this
type of information always be useful for company to make marketing decisions (Malcolm). It
blends elements from psychology, sociology, social anthropology and economics, and attempts
to understand the decision-making processes of buyers, both individually and in groups. It studies
the characteristics of individual consumers such as demographics and behavioral variables in an
attempt to understand people's wants, and also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in general.

This definition clearly brings out that it is not just the buying of goods/services that
receives attention in consumer behavior but, the process starts much before the goods have been
acquired or bought. A process of buying starts in the minds of the consumer, which leads to the
finding of alternatives between products that can be acquired with their relative advantages and
disadvantages. This leads to internal and external research. Then follows a process of decision-
making for purchase and using the goods, and then the post purchase behavior which is also very
important, because it gives a clue to the marketers whether his product has been a success or not
(Malcom).

The black box model shows the interaction of stimuli, consumer characteristics, decision
process and consumer responses. It can be distinguished between interpersonal stimuli (between
people) or intrapersonal stimuli (within people). The black box model is related to the black box
theory of behaviorism, where the focus is not set on the processes inside a consumer, but the
relation between the stimuli and the response of the consumer. The marketing stimuli are planned
and processed by the companies, whereas the environmental stimulus is given by social factors,
based on the economic, political and cultural circumstances of a society. The buyer’s black box
contains the buyer characteristics and the decision process, which determines the
buyer’s response. Measuring customer behavior is a crucial part of any business. Knowing what
the consumer wants and how he acts is vital in terms of product design, and marketing assessment
of consumer behavior in specific situations, using observational and physiological methods, is
becoming increasingly important in understanding conscious and unconscious consumer
behavior. An increased understanding of consumer behavior may result in the development of
improved consumer products and in healthier dietary patterns. A growing number of techniques
is available to assist researchers in measuring various aspects of consumer

behavior such as walking patterns, product selection, meal composition, and eating/drinking. Due
to advances in digital video, sensor technology and computer speed, complex measurements of
behavior and physiology are now possible. Integration of these techniques allows multimodal
measurements. With the growing number of techniques, the challenge for the researcher to choose
the right solution becomes larger.

There are different ways of measuring consumer behavior, depending on the interest.
Regularly conducting market research allows businesses to know their customers, and take them
into account when making business decisions. This greatly improves business performance, and

46
profits. Common measurements include, conducting a survey to determine consumer behavior.
There are two main types of consumer survey:

 Qualitative
 Quantitative
Qualitative studies involve asking a few consumers a lot of in-depth questions. Quantitative
studies involve asking lots of consumers a few questions. The latter would be better for
determining the market for a totally new product, since you only need to find out if people would
buy it. If you are amending a product, or making one similar, a qualitative study would allow us
to gain more detailed information.

Similarly, consumer behavior would be measured by observing consumers going about

their business within permitted stores or shopping malls. By watching consumers, it is possible
to discern a great deal of information about their behavior. Information such as optimum height
and location of a product and store layout is all gleaned from observational consumer behavior
measures. Other techniques involve using raw data to provide a measurement tool. For example,
releasing a new product to the market, and observing if it is bought regularly in conjunction with
another product. If so, then an assumption can be made that it has a similar demographic to the
second product. Using the raw data to determine what time of day, or weather, or time of year
people buy a product gives information on consumer behavior. Using separate objective and
subjective data obtained from an interview or survey. The primary data from respondents is used
to make objective judgements, which are free from bias.

3.6. Advertising and Consumer Behavior

The evolution of the Internet as a global communication infrastructure has created a new
advertising channel for advertisers and advertising agencies to utilize and will provide advertisers
with the means to more cost effectively target their promotional messages to consumers.
Psychological factors such as thinking, feeling, sensation, and intuition directly correlate with
customers’ online advertising experience. Companies should aim to strengthen customer
interactions with advertisements on the Web, keeping both context and cognition in mind.
Unfortunately, most companies provide a generic experience to all customers rather than relying

47
on customer analysis to deliver a personalized experience. They’ve failed to innovate and bring
the online advertising experience to a whole new level of interaction and integration that would
truly let them achieve effective communication. As consumers experience and respond to stimuli
around them, emotions arise. Their reactions manifest themselves as physiological changes they
experience as feelings. Likewise, as people react to stimuli online—for example, to an online
advertisement—they have emotional responses that are directly proportional to their reactions to
these stimuli. On the other hand, when customers repeatedly experience the same stimuli, they
may not cause any emotional response. People become conditioned to ignore the ever-present ads
on Web sites, which is called ad blindness.

Advertising and promotion offer a news function to consumers. As Yoo W., Suh K. and
Lee M. mentioned in their report, personal interactions with other customers and service providers
play a very important role while shopping online. Viewers of ads learn about new products and
services available to them, much like they learn about events in the news. This information
function has a neutral role. It provides facts without approval or disapproval from consumers.
Customer behavior at this stage encompasses expressions of curiosity. Consumers have a rational
response to advertising when they look at the features of a product or service. This response
focuses on a logical listing of all the functional aspects of the offering. This is an intellectual
response, rather than an emotional one.

When customers weigh benefits, they become emotionally involved with advertising and
promotion. Consumers identify ways the product or service can make them happier, improve their
lives or give them pleasure. This part of the consumer response is irrational and can lead to
impulse buying and competition to obtain the product. Repeated advertising messages affect
consumer behavior. This repetition serves as a reminder to the consumer. Behavior that stems
from reminders includes suddenly thinking of a product while shopping and making a decision to
buy it, as if it had been on the consumer’s "to-do" list

Based on the review of the research studies mentioned above, it is clear that Internet
advertising is gaining much attention and should be an essential part of a marketer’s advertising
media mix. The inconclusive findings call for further studies on Internet advertising to gain more
insight into consumers’ response and perception of the Internet as an advertising medium. Hence,
this study determined the effectiveness of internet advertising as an ad medium, and its
relationship to consumers’ response e.g. online purchase decision.

48
 CHAPTER- 4
RESEARCH METHODOLOGY

49
4. Research Methodology

4.1. Introduction

This chapter focuses on research methodology that was used in the study. It provides a detailed
description of the research approach adopted in this study. Research design, target population,
research instruments, data collection and analysis methods used were presented in the
subsequent sections.

4.2 Research Design

In this study descriptive research is used. Descriptive research involves gathering data that
describe events and then organizes, tabulates, depicts, and describes the data collection. It often
uses visual aids such as graphs and charts to aid the reader in understanding the data distribution
and therefore offered a better clarification on online advertising, and ultimately give a clear
picture on the effectiveness and reliability of online advertising and its relationship to purchase
decision.

4.3 Sample Size:

Sample size refers to the numbers of respondent’s researcher have selected for the
survey. I have selected 100 random sample from individual customers.

4.4 Sources of Data Collection

In this study primary data source was used to get information about the effectiveness of
internet advertising on customer buying behavior, which was collected using structured
questionnaires distributed to the 100 random sample respondents. After completion the
questionnaires were collected back for analysis. The questionnaire had open ended questions to
enable guide the respondent through filling of the questionnaire as well as probe them for more
information.

4.5 Tools used for analysis

The study applied both nominal and ordinal scale to measure a range of factors establishing the
effectiveness of internet advertising on consumer behavior and an interval scale in determining
the relationship between internet advertising and consumer behavior. Descriptive statistics was
used to analyze this data. Tools used are graphical representation, Bar charts, Pie charts, and
pictorial representation. The data collected was compiled and edited to check for logical
inconsistencies. The data was then coded according to the responses. Relationships between
responses was assessed and presented using graphs.

50
51
 CHAPTER- 05
DATA ANALYSIS AND INTERPRETATION

5. INTRODUCTION
This chapter presents analysis and findings of the study as set out in the research
methodology. The results were presented on the effectiveness of internet advertising on
consumer behaviour. The study objectives were:

 To study the effectiveness of internet advertisement on consumer buying behavior.

52
  To find out the awareness level among consumers towards internet advertising.
 To determine the relationship between internet advertisement and consumer behavior.
The study targeted 100 respondents out of which all the 100 respondents responded
and returned their questionnaires contributing to a response rate of 100%. This
response rate was sufficient and representative. This commendable response rate was due to
extra efforts that were made via courtesy calls made to remind the respondents to fill-in and
return the questionnaires. The chapter covers the demographic information, and the findings
based on the objectives. The findings were then presented in tables, graphs and charts as
appropriate with explanations being given in prose thereafter.

5.1. Background Information

The study initially sought to ascertain the general information on the respondents involved in
the study with regards to the year of age, gender and employment status. The demographic
information points at the respondents’ suitability in answering the questions on the effectiveness
of internet advertising on consumer behaviour. All the below mentioned information was
gathered from the field data with the help of questionnaire.

 The respondents were asked to indicate their year of study. The study findings are
illustrated in Figure 5.1

 Figure 5.1 Distribution of the respondents by age bracket

53
 Figure 5.1- Age Bracket

The findings indicate that majority of the respondents i.e. 69.8% were aged between 18- 25,
17.9% respondents were between 26- 35, 8.5 % respondents were between the age of 36-45 and
the rest were in the age group of above 45

 The study sought to establish the gender of the respondents and the findings are shown in
Figure 5.2

54
  Figure 5.2. Gender distribution of the respondents

Figure 5.2.- Gender Distribution

From the above figure it is clear that the response rate of male is more than the response
rate of female

 The respondents were asked to indicate their employment status. The study findings are
illustrated in Figure 5.3

55
  Figure 5.3 : Current employment status

Figure 5.3- Employment status

From the above mentioned figure 5.3 the maximum number of responses is from students which is
47.2%, the next highest response is from the category Professional which is 28.3%, the rest number of
responses from homemaker and retired people are the least

5.4. Effectiveness of internet advertising on reach and creation of

Awareness
The first objective of the study was to determine the effectiveness of internet advertising on reach
and creation of awareness. The study sought to establish whether the respondents were aware of
various forms of advertisements adopted by various companies. Majority of the respondents
(98%) attested to being aware of various forms of advertisements adopted by various companies.
This illustrates that the effectiveness of internet advertising on reach and creation of awareness
was determined by the level of knowledge about the existing platforms of advertisements adopted
by various companies.

 The respondents were asked to indicate their attitude towards advertisements. Figure 5.4
illustrates the study findings.

56
  Figure 5.4. Attitude towards Advertisements

Figure 5.4

From the above figure 5.4 it is clear that the maximum number of respondents which is 57.5% think that
advertisements positive and are informative. 50.9% respondents think that advertisements create
awareness. 44.3% respondents think that advertisements are entertaining and 10.4% respondents think that
it is annoying. Only 5.7% respondents think that advertisements are waste of time.

 The respondents were asked to indicate their attitude towards advertisements. Figure 5.5
illustrates the study findings.

 Table 5.5 Time spent on various platforms of advertising

Figure 5.5

In order to further identify the effectiveness of internet advertising on reach and creation of
awareness, the respondents were requested to indicate the amount of time spent on various

57
 platforms of advertising. The responses were rated on a five point Like scale where: 1-less
1hr, 2-1 - 2hrs, 3-2 - 4hrs, 4-more than 4 hrs.
According to the findings in Table 5.5, on an average, a person spends more than 4 hours on
the internet during his free time which is more than that of TV and movies, radio and print
media. Hence, on an average the exposure of internet to an individual is around 45% more than
that of other mediums i.e. the reach of medium internet is much better than that of others.

 The study sought to establish whether the respondents watched the TV/ or listened to
Radio commercials during commercial break. The findings are as shown in Table 5.6

 Table 5.6 Watching the TV commercials during commercial break

Figure 5.6

According to the findings in figure 5.6, the majority of the respondents attested to watching
the TV/ commercials during commercial break. This implies that for television commercials,
around 51.9% of consumers sometimes watch TV during commercial break. 32.1% consumers
responded No and only 16% responded yes

 Table 5.7 Attitude towards commercial breaks

58
 Figure 5.7

From the above figure 5.7 , 37.7% respondents think that commercial breaks while
watching TV/ or listening to the radi is Annoying. 32.9% think that that it creates
awareness. 30.2% people think that advertisements are both informative and entertaining.
Only 19.8% think that is a waste of time.

 Respondents were asked to indicate if they changed channels during commercial and the
results are shown in figure 5.8

 Figure 5.8: Changing channel during commercial breaks

Figure 5.8

In the above figure 5.8, It shows that the degree of attractiveness of the advert and its relevance
to the respondents determined their attention to the advert. The viewers would see the
advertisement if the ad is attractive and appealing. Hence there is a probability of 0.75 of a

59
 consumer viewing the particular advertisement (for creating awareness and information) on
television making it an effective mode of communication. In this figure the maximum number
have selected that they change the channel during commercial break depending on what the ad
is and how attractive and creative it is to give information. 25.5% respondents have an opinion
that they always change their channel during commercial breaks. 21.7% sometimes change
their channel, 12.3% often change their channel and rest never change the channel.

 Figure 5.9 Internet usage

Figure 5.9

In above figure 5.9, the respondents had to rate their opinion on a scale of 1-5, where 1 being
the least used and 5 being the mostly used. The maximum number of consumers that is more
than 35% have rated 5 being mostly used to spend their time using internet for chatting and
social networking. 29% people use internet for entertainment. More than 15% people use
internet for E- commerce shopping. Only 12% and 10% people use internet for E-mail and
Downloading respectively which is the least out of 5.

60
 Figure 5.10 Mode of advertising influencing intention to buy product

Figure 5.10

Based on the above figure 5.10 the highest number of respondents which is 31.1% were
influenced to buy a product based on information provided by friends and relatives, with
Online Advertisements being second. Social media- Blogs being the third with 22.6%, TV
commercials as 11.3% and magazines and newspapers have the least respondents. This
depicts that traditional form of advertising has an edge over internet advertising in terms of
consumer preference to mode of advertising. Traditional mode got over 50% preferences
than that of internet advertising which is a huge margin.
Secondly, the respondents were also asked to indicate whether the internet ads they came
across influenced their purchase decision. 52% of the respondents indicated that the internet
ads they came across never influenced their purchase decision while 48% posited that the
internet ads they came across influenced their purchase decision. This depicts that the internet
advertising influenced purchase decision of the customers to a moderate extent as only nearly
half of the respondents were influenced purchase decision.

61
 Figure 5.11 Preference of mode of Advertisement

Figure 5.11

From the above figure 5.11 shows the number of respondents who would prefer different modes of
Advertising. From the above figure it is clear that Online Ads: E-mails, Banners are preferred
mostly by people with 38.7%. The next highest is TV commercials which is preferred by 34% of
the respondents. Only 20.8% have responded towards Print Ads: Newspaper, Magazines. And the
rest have responded towards Banners, Posters which is the least among all other mediums.

 Figure: 5.12 Purchase Decision

Figure 5.12

From the above figure 5.12, it shows that 73.6% have responded positively towards
purchases after seeing an Internet Ad and 26.4% have responded negatively towards
purchases after seeing an Internet Ad

62
 CHAPTER – 6
FINDINGS AND RECOMMENDATIONS

63
6.1. Summary of the Study

The study found that the effectiveness of internet advertising on reach and creation of awareness
was determined by the level of knowledge about the existing platforms of advertisements and
time spent on these media. On average, a person spent more than 4 hours on the internet during
his free time than that of TV and movies and print medium and therefore the reach of internet
medium is much better than that of other media. A higher percentage indicated that awareness
of existence were made about various products through internet advertising and therefore it was
effective in creating awareness. Internet advertising is a key determinant of purchase decision of
the customers as they consider it to be an interaction point between them and the company from
which they buy their products from.

6.2. Discussion of findings

 The study established that the effectiveness of internet advertising on reach and creation
of awareness was determined by the level of knowledge about the existing platforms of
advertisements adopted by various companies. Most of the respondents had a positive
attitude towards advertising as illustrated by their various perceptions about the use of
advertising. This clearly shows a positive attitude toward advertising and hence is a
good indication for marketers. The findings augment the findings of Baltas who
indicated that marketing is perceived by the internet users as a major source of
information on available product in the market as reflected by their positive attitude in
the world over. According to Calisir internet advertising is an effective channel for
marketing as the ad is attractive and appealing which changes from time to time.

 The study established that even though the reach of internet is much higher than that of
other modes, its ability to attract consumers for awareness creation is very low. The
study found that TV ads are much reliable than internet advertising and other forms of
advertising. The findings are corroborated with Danaher and Mullarkey who posited that
TV ads are much reliable than internet advertising. The study established that friends
and relatives were the major influencers behind decision making. This depicts that
traditional form of advertising has an edge over internet advertising in terms of
consumer preference mode of advertising. Traditional mode got high preferences than
that of internet advertising which is a huge margin. According to Cho in the developing
economies the traditional form of advertising has a greater market share compared with
the internet advertising in terms of consumer preference mode of advertising.

64
  The study established that internet advertising influenced purchase decision of the
customers to a moderate extent as only nearly half of the respondents were influenced
purchase decision. The study established that internet advertising is a key determinant of
purchase decision of the customers. The study also established that internet advertising
has significant relationship with purchase decision of the consumers. The findings
augment earlier findings of Goldsmith and Lafferty that internet advertising is a key
determinant of purchase decision by the customers and that internet advertising has an
association with purchase decision of the consumers.

6.3. Limitations of the study

 The study of Large-Scale Industries in a short period will not provide us the complete
data required. Hence a conclusion about the status, structure and work becomes little
difficult to study.
 Since there is a time limit, we cannot go for an in depth research due to which the
results may vary.
 If data collected from different units is not accurate and true, then our study becomes
impracticable.
 The opinions of customers which are drawn through a set of questionnaire needs to be
true otherwise the result may not be satisfactory
 Respondents below 18 years of age were not included in the present study, as it was
assumed that respondents of the age 18 years and above can answer questions relating
to Internet advertising. This is a limitation as respondents below 18 years also use the
Internet and if they had been included in the sample their opinion on issues relating to
Internet advertising may have given important insights.

6.4 Conclusion

The objective of the study was to determine the effectiveness of internet advertising on consumer
behaviour. After analysis of the study findings, the study can be concluded as, the effectiveness
of internet advertising on reach and creation of awareness was determined by the level of
knowledge about the existing platforms of advertisements adopted by various companies and time
spent on various media.
Internet advertising was effective in providing higher reach and creation of awareness. The
research established that TV advertising is more reliable than internet advertising therefore
conforming with Danaher and Mullarkey that TV ads are much reliable than internet advertising.
The study concludes that internet advertising influenced purchase decision of the
customers to a moderate extent as only nearly half of the respondents were influenced in purchase
decision. However, internet advertising is a key determinant of purchase decision of the customers

65
as they consider it to be an interaction point between them and the company from which they buy
their products from.

6.5 Recommendations

The study established that the reliability of internet advertising is low and therefore recommends
that the management of companies using internet advertising should provide unique experience
to its customers based on customer analysis to deliver a personalized experience to the customers,
Calisir. The study also found that internet advertising is effective in reach and creation of
awareness and recommends that the companies should invest more in internet advertising to
increase their market share and provide product information.

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RESEARCH QUESTIONNAIRE

 SECTION A – BACKROUND INFORMATION

1. Age Group (yrs):

a. 18- 25
b. 26-36
c. 36- 45
d. Above 45

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 2. Gender:
a. Male
b. Female
3. Current employment status:
a. Self-employed
b. Professional
c. Homemaker
d. Student
e. Retired
 SECTION B – ATTITUDES, REACH AND AWARENESS

4. What do you think of Advertisements?

a. Informative
b. Entertaining
c. Creates Awareness
d. Waste of time
e. Annoying

5. How much time do you spend on the following?

a. TV, Movies
b. Newspaper, Mags
c. Internet
d. Radio

6. Do you continue watching TV during commercial break?

a. Yes
b. No
c. Sometimes
7. What do you think of commercial breaks while watching TV/ listening to
Radio?
a. Informative
b. Entertaining
c. Creates Awareness
d. Annoying
e. Waste of time

8. Do you change the channel during commercial breaks?

a. Never
b. Sometimes
c. Depends on ad
d. Often
e. Every time

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9. Rate on how often do you internet for the following, 5 being the mostly used
and 1 being least used
a. Chatting and social networking
b. E-mail
c. Entertainment
d. E- commerce
e. Downloading
10. What mode of Advertising influences you to buy any product?
a. Online Advertisements
b. Social media- Blogs
c. Friends and relatives
d. TV commercials
e. Magazines and newspapers

11. Which mode of advertisement would you prefer?

a. TV commercials
b. Print Ads: Newspaper, Magazines
c. Online Ads: E- mails
d. Banners, Posters

12. Have you made any purchases after seeing an Internet Ad?
a. Yes
b. No

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