CONTENT

01 ABOUT COMPANY

INTRODUCTION
02
03 LITERATURE REVIEW

RESEARCH METODLOGY
04
05 DATA ANALYSIS AND INTERPRETATION

06 SUGGESTION

07 LIMITATION

08 CONCLUSION

09 BIBLIOGRAPHY

10 QUESTIONNAIRE
 FOUNDATION OF THE COMPANY (2015-18)

The founder Preeti started working as a freelancer. Preeti brings in the expertise of 10+
years from diverse fields to the company. Experienced founder with a demonstrated history
of working in the KPO, Immigration, Printing & Logistics, IT sectors. Skilled in Marketing,
Advertising, Entrepreneurship and initial Client Management. She had begun the Digital
Marketing journey back then.
Mind Behind Starting Gravigo (2019-20)

The reason behind making this website is to provide genuine services to our clients.
Helping companies to generate leads through organic as well
as paid methods. Making a suitable strategy within customer budget. The company
‘Gravigo’ got registered in the year 2019. The founder Preeti hired a team of
professionals.
 PROGRESS OF THE COMPANY (2021-22)

With the support of team members and client appreciation the company reaching to next level of its
goal. At present we have 20+ clients of digital marketing and web development. We are focusing on
providing more services to clients so that they will get all facilities at one place.

Present Strategy & Future Plans (2023)

We shifted to a physical office and work together rather than virtually managing the projects with the
team. It is helping us to coordinate in a better way and provide the best services to the clients. Our
Focus will always remain to serve clients in the best way possible. Also, to keep on updating ourselves
with the new trends and give the best results to our clients.
 Intergrated Services

INTRODUCTION
Digital marketing is the promotion of your business, organisation or brand using channels such as the Internet, mobile devices, television and radio in addition to using
creative online advertising, video, podcasts and other such methods to communicate your message. Internet marketing in particular plays a huge part in any digital
marketing strategy and is becoming the core of many organisations overall marketing strategies, particularly with regard to social media and viral marketing.

DIGITAL ECOSYSTEM Search Engine (SEO/SEM) , Displays (Banners,Rich media Banners) ,

Mobile Marketing, Social Media Marketing, E-mail,Video,Websites

Integrated Channels

Integrated Service Analytics ,Content Marketing ,Creative, Advance targeting , Digital Strategy
 MONETARY TERM IN DIGITAL MARKETING

Cost –Per- Action (CPA): Cost of advertising based on a visitor taking some specifically defined action in
response to an ad. “Action” include such thing as a sales, transaction, a customer acquisition or a click
Cost- Per -Click (CPC): Cost of advertising based on the number of clicks received.
Cost- Per-Thousand (CPM): The standard unit for buying or selling Internet advertising.
The thousand stands for ‘thousand advertising impression or views’.
Pay- Per- Impression: Online advertising where an advertiser pays a pre-agreed price each time a user
clicks on their advertisement. The cost for the click is often negotiated through auction, with ad
placement determined by the relative size of the bid, as well as other factors.
Pay-Per-Inclusion: Search engine marketing programs that guarantee web site listing for specific
keyword search term for a fee.
Pay-Per-Lead: Paying to acquire leads from an outside party at a set rate or amount per lead
 .Sumanjeet37 has published article on “On Line Banner Advertising” in Indian Journal
of Marketing. Online banner advertising has great potential as an advertising medium.
It is easy to create, place and use. It offers companies targeting well educated,
innovative, affluent males/females or students with great potential for success as their
segments are highly represented.

.Avinash kaushik is an indian entrepreneur published an article in dec 2014 titled

digital marketing and analytics are two ladders of magnificent success.
 OBJECTIVE OF THE STUDY
Social media can convey identity products offered.
Act as a market research company and find information about consumer
needs.
Social media can be used as a communication link between marketers and
consumers to maintain relationships with consumers.
Social media brings businesses closer to consumers. Consumer can reduce the
amount of time they can only use to see the product directly. social media
helps us introduce our products every time.
 Research methodology is a way to systematically solve the research problem. It may be
under stood as a science of studying how research is
done scientifically. It is a system and in-depth study for any particular subject. Its purpose
is to find out answer to questions through the
application of scientific methods. It involves collection, analysis and interpretation of
data. It deals with the application and utilization of data.

TOPIC

The selected topic for the research is “Understands the consumer

buying behaviour of Indian in digital era” Period of study
The study is conducted during the 28th JANUARY 2020 to 6th MARCH 2020
Objectives of the study Primary objective
The main objective of the study is to understand the consumer buying journey in Digital era.
 Secondary objectives
To know affinity in customers for collecting information before purchase.
To determine out the media, which is most important in creating stimulus in Indians?
To understand the media consumption of Indians. To figure
out how Indian will purchase a product.
To understand post purchase behaviour of Indian

Scope
This study is useful for determining the consumer buying behaviour of Indians. It can able to help brands
to reach their target group through appropriate media. It will present an idea to brands, based on
where to invest in achieve their marketing objectives.
UNIVERSE

Universe means the total population available for the study. In this study, the . universe
constitutes all Indian, who have online presences.
 Sample 04
Sample means a representation of the whole universe by a small population.
Samples for this research are under Indian youth and young Indians, who come under 17 to 45 year
age groups and who have online presences.

Sample size
The number of sample units selected from the total population is called sample size. Sample size
selected for this study is 200. Among them 146 are males and 54 are females.

Tools
Tools used for this research is an online questionnaire, which consist of 8 questions.
 2. If yes, then what type of product / services did
you purchase
online?

Interpretations for 1 81%

and 2of the sample will make
:
purchases also; mostlyonline
they purchase electronic products,
followed
by fashion and travel accessories through
online.
3. Do you ever notice advertisement?
4. If yes, from where?
 5. Mention one from of media, which you give more
importance?

Interpretation for 3 to
5: are seeing ads, among them 35% of
97% of the samples
samples
noticed ads through online media, 22% on TVC and 17%
on
Newspapers. 48% of the samples are saying they have trust in
online ads, 34 % are saying they have trust in
6. How do you normally purchase a product?
7. After purchase, what type of experience will you share with
others?
 8. How will you share your experience with
others?

Interpretation for 6 to
• 8:samples will do research on online and purchase from retail shop, 21% of the samples will do research
22% of
in
mobile and purchase from retail shop. But 19% of the samples will purchase directly from a retail shop
only.
• 67% of the samples will like to express their experience with others; it may be a nice deal, good experience or
bad experience with
• 37% will share their experienceproduct.
through face to face talk, 32% through social networking sites and 24%
through messaging.
 SUGGESTION
Marketing takes a day to learn. Unfortunately it takes a lifetime to master” by Philip kolter I believed
that I am will become a good marketer because I know all the
concepts which I learned from my classrooms. But from the beginning of second week itself, I understood,
marketing is not about concepts it’s all about the experience.

Strategy is not a rock science After induction my first assignment was to create pitch presentation for
amante lingerie. I start working on my first assignment, but I don’t
know how to create strategy part. I tried my best, but I am completely blank. After two days I went to talk
with my company guide. He told me this “strategy is not a rock
science you will take some time to create an excellent strategy”. But in the last week of my internship, I
accomplished my mission for the 3M Health care & Safety.

I made B2B online strategy for 3M. Every day same task, but the situations are different It’s not only
from my experience, but also from my observation. All colleagues are doing the same type of work, but the
situation is different. Sometime they have
problem with a client, but on the next day they problems with vendors or with creative team. While
coming to me, my first month was more concentrated with pitch presentation.
 Industry or clients are different or requirements of the client are different, but contents or the
flow of pitch presentations are same. “I don’t know” short
sentence, but difficult to tell Agilent is an American company that designs and manufactures
electronic and bio- analytical measurement instruments and equipment for measurement and
evaluation.

Once my guide told me make a presentation based on their products, mainly on

Gas chromatography–mass spectrometry (GC & GC/MS Columns). Basically, he wants details
about application and component of this product. This was one of the biggest challenges which
I faced in my internship. Because I am a commerce background student and I don’t understand
the technical usage of this product
and component used to manufacture this product. But I can’t refuse to do this because it will
affect my image and mark. I took 3 days to study the whole things, before making the
presentation. Finally, I learned you can’t tell “I don’t know” in your corporate life.
 LIMITATIONS
• It was assumed that the information given by the respondents isauthentic and best
of their knowledge.
• Some of the view given was completely viewed by customers as theywere in a hurry
and were not considered in the data analysis.
• The result of the study is applicable to the survey area only.
• Time is also one of the important limitations.
• Dull process and unwilling respondent also affect the result of thestudy.
 CONCLUSION AND RECOMMENDATION
The successful completion of this internship indicates that the future of marketing is in the hands of digital. Digital
marketing is not only concerned with placing ads in portals, it consists of integrated services and integrated channels.
Marketers want to use these components in an effective way to reach target groups and to build a brand. In this digital
era marketer is not the custodian for a brand, people who are connected across the digital platforms are the custodians.
Brands want to build their presence over digital platform, because customers have high affinity towards digital media
than other media’s. More than that customers are highly information seekers and digital media is the only platform for
two way communication between brands and customers.
Digital media is the best platform to convert a product to a brand. Because it is more cost effective and it provide lot of
touch points to marketer. Brands can able to engage their target group in an effective way through digital platforms.
Digital media is not only for engagement, brands can increase their customers or they can retain their existing
customers.
Digital platforms help to increase the impact of brand recall in target groups.
The research focused on the consumer buying behaviour shows that, Indian consumers are highly information seeker
and they will do research about a product before going to a retail shop. So brands want to give platforms to consumers
to understand their product or to get a really feel of that brand. I honestly believe that this project report will be at most
useful for marketers to understand the digital marketing and also to plan for future strategies.
I conclude my research by quoting again that “Brands can’t sustain without digital presence”.
 BIBLOGRAPHY
SITES VISITED :-
1) RICHARD,F.T.,1996.A Definition of Advertising.[online] Available from:
http://public.wsu.edu/~taflinge/addefine.html [Accessed 9 March 2020]
2) MSG,2003. Advertising Agencies Meaning, its Role and Types of Agencies. [online] Availablefrom:
http://managementstudyguide.com/advertisingagencies.htm [Accessed 9 March 2020]
3) WIKIPEIDA,2017.Digital Marketing.[online] Available from:
http://en.wikipedia.org/wiki/Digital_marketing [Accessed 9 March 2020]
4) FICCI-KPMG industry report, 2014. The stage is set. [online] Available from:
http://www.ficci.com/spdocument/20372/FICCI-Frames-2014KPMG-Report-Summary.pdf [Accessed 10 March 2020]
5) MEDIANAMA NEWS & ANALSIS OF DIGITAL MEDIA IN INDIA, 2014.
GroupM Says Digital Advertising In India Up 30% In 2013; Rs 3402 Cr Expected In 2014. [online]
Available From: http://www.medianama.com/2014/02/223groupm-says-digital-advertising-in-
india-30-in-2013-rs- 3402-cr-expected-in-2014/ [Accessed 10 March 2020]
 QUESTIONNAIR
E
UNDERSTAND CONSUMER BUYING BEHAVIOUR OF
THIS QUESTIONNAIRE WILL BE USED TO UNDERSTAND THE CONSUMER BUYING BEHAVIOUR OF
INDIANS
INDIANS.

1. DID YOU EVER PURCHASE FROM AN ONLINE

SITE? •
•
YES
NO

2. IF YES, THEN WHAT TYPE OF PRODUCT/ SERVICE DID YOU PURCHASE

ONLINE? •
•APPARELS
ELECTRONIC
•
• TRAVEL
BOOKS
• PRODUCTS
FASHION
• KITCHEN AND HOME ITEMS
ACCESSORIES
TOYS• SPORTS
• HEALTH AND BEAUTY
EQUIPMENTS
PRODUCTS•
• GIFTS
AUTOMOTIVE
 3. DO YOU EVER NOTICE ADVERTISEMENTS?
• YES
• NO

4. IF YES, FROM WHERE?

• TV
• ONLINE
• NEWSPAPERS
• YOUTUBE
• MAGAZINES
• OUT DOOR HOARDINGS
• RADIO

5. MENTION ONE FROM OF MEDIA, WHICH YOU GIVE MORE IMPORTANCE?

• TV
• ONLINE
• NEWSPAPER
• YOUTUBE
• OUT DOOR HOARDING
• RADIO
• DISPLAY ADS IN SHOPS
 6. HOW DO YOU NORMALLY PURCHASE A PRODUCT?
•RESEARCH IN MOBILE AND PURCHASE FROM RETAIL SHOP
• RESEARCH IN LAPTOP AND PUCHASE FROM RETAIL SHOP
. RESEARCH IN MOBILE AND PURCHASE FROM LAPTOPS
.RESEARCH AND PURCHASE FROM MOBILE
.RESEARCH AND PURCHASE FROM LAPTOP
.VISIT THE RETAIL SHOP AND PURCHASE FROM MOBILE
. VISIT THE RETAIL SHOP AND PURCHASE FROM LAPTOP

7. AFTER PURCHASE WHAT TYPE OF EXPERIENCE WILL YOU SHARE WITH OTHERS?
.NICE DEAL WHICH YOU GOT IN TERMS OF PRICE
.BAD EXPERIENCE WITH THE PRODUCT
.GOOD EXPERIENCE WITH THE PRODUCT .ALL THE
ABOVE MENTIONED
8. HOW WILL YOU SHARE WITH EXPERIENCE WITH OTHERS?
.SOCIAL NETWORKING SITES
.MESSAGING
.WRITE A BLOG
.IN COMPANY WEBSITES
.THOUGH FACE TO FACE TALK