Marketing 5.

0: putting up
blocks together

EDITORS
Dr. Jagdeep Singla
Dr. Kuldeep Chaudhary

Weser Books
National Press Associates
 Marketing 5.0: putting
up blocks together

EDITORS
Dr. Jagdeep Singla
Dr. Kuldeep Chaudhary

ISBN No: 978-93-90863-14-3

Published By:
National Press Associates, New Delhi
www.npapublishing.in
..
 Marketing 5.0: putting up blocks together

EDITORS
Dr. Jagdeep Singla, Associate Professor, Institute of Management Studies & Research,
M.D University, Rohtak, Haryana, India
Dr. Kuldeep Chaudhary, Assistant Professor, Institute of Management Studies &
Research, M.D University, Rohtak, Haryana, India

© 2021 Selection & Editorial Matter, Editors & Authors.

All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means
of electronic or mechanical including photocopy, recording or any information stored in a retrieval
system, without the prior written permission of the author and publisher.

The responsibility for the facts or opinions expressed in the book is entirely of the authors. Neither the
publisher nor the Editors are responsible for the same.

ISBN No: 978-93-90863-14-3

Price: 800/-

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..
 DEDICATION
“Work Dedicated To All The Near And Dear Ones Who Lost
Fighting COVID 19 Infections. Prayers To Almighty May All
Stay Safe and Overcome Grief Of Losing Loved Ones.”

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 PREFACE
Marketing evolves in sync with the always volatile consumer behavior. Marketing 1.0
perspective was product driven where providing better products to consumers was the key
factor. Whereas Marketing 2.0 was built around meeting the consumer requirement
satisfactorily. In Marketing 3.0 perspective focused on caring for human behavioral aspects
while dealing with consumer so that they can be optimally delivered. Marketing 4.0 was
more about dealing with digital technology’s influence on consumers’ behavior and way
outs. During all phases, the environmental factors influence marketing and customers in
all regards. But, out of the various factors, now technology is the factor which influences
the consumer behavior in large in this era. The era is called to be the Digital Era, internet
services in 5th generation speed has reached to the interiors. Statistics supports that more
than half of the world’s population is using internet based services. Hundred percent of
youth living in U.S. is using internet and all other younger and older age segment have
also started using web services in one or other forms. The global scenario is also not so
different, consumer internet usage manifolds for variety of needs.
Marketing 4.0 noticed the shifting of commercial activities to internet based platforms like
Website Trading, E- Commerce, E- Retailing, E- CRM etc. Also the comparative presence
of consumers on social media was quite low. The search engines were never been so able to
gather all relevant consumer information before. In 2021, marketers have dominating
presence on internet as to respond to changed consumer web behavior. Consumer searches
all relevant information online and make decisions accordingly. Their presence and time
spent on internet has increased significantly. This has given an access to marketers to all
kind of behavioral aspects of consumers. They can individually analyze the consumers on
various parameters while targeting them. Trends are towards hyper personalization in
marketing strategies. All these factors have paved way for foundation of Marketing 5.0
wherein to deal with relatively never explored situations and concepts.
Present book Marketing 5.0: Putting up blocks together deals with the recent phenomena
of marketing. To complete the jigsaw puzzle and form a meaningful picture of marketing
activities undertaken, scholarly articles were invited on the themes like Social Media
Marketing, Web Marketing, Integration of Traditional and Digital Marketing, Customer
Engagement, Artificial Intelligence and Automation in Marketing, Geomarketing,
Neuromarkting, Green Marketing, Relook on Advertising and Branding, Big Data
Analytics, Blockchain in Marketing, Industry related advancement in marketing Etc. We
acknowledge the contribution of all the authors for justifying the theme of the book
The chapters in the books are elementary in dealing with questions in discussions to
understand Marketing 5.0 framework and strategies to reach out and develop customers.
The book opens horizon of vast opportunities for researchers who are conclusively looking
for development of theories and application to benefit consumers and marketers in times to
come.

EDITORS

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 CONTENTS
ROAD MAP TO DIGITAL MARKETING
Dr. Jagdeep Singla, Dr. Kuldeep Chaudhary, Ritika Juneja 1

NEURO MARKETING – AN EMERGING AREA OF MARKETING RESEARCH

Dr. N. Bargavi 6

CHALLENGES IN INTERNATIONAL ADVERTISEMENT POLICY

Manjeet 11

SOLUTION FOR ONLINE-OFFLINE GAP IN MARKETING: PHYGITAL

Payal Maggu 14

GREEN MARKETING INITIATIVES – AN INDIAN PERSPECTIVE

Dr. Sujith A S 19

TOURISM MARKETING: A BOOSTER TO THE ECONOMY

Dr. Jaspreet Dahiya, Vaishali Verma 24

INTREGRATING TRADITIONAL MARKETING ANDDIGITAL MARKETING: A NEW AND

EFFECTIVE MARKETING STRATEGY FOR BUSINESS SUCCESS
Dr. Reena Modi 32

ARTIFICIAL INTELLIGENCE FOR MARKETING AUTOMATION

Zenith Monteiro 36

A STUDY ON CONSUMER’S PERCEPTION WITH E-COMMERCE

Dr. Bharat Pareek 44

SOCIAL MEDIA MARKETING AND WEB MARKETING IN FOOD AND BEVERAGE

INDUSTRY
Shiwali Bhatia 51

SQUARE CHAIN IN DIGITAL MARKETING THE FUTURE

Dr. Mangala Tomar 56

CONSUMERS' BEHAVIOURS AND ATTITUDES TOWARD HEALTH DRINKS IN FMCG

SECTOR- AN EMPIRICAL STUDY OF LUDHIANA DISTRICT
Dr. Rajesh Kumar 61

SHIFTING PARADIGMS IN DIGITAL AGE: AN ANALYSIS OF EFFECTIVENESS OF

SOCIAL MEDIA MARKETING
Dr. Nisha, Ms. Ankur Rani 65

MARKETING OF INOVATION
Jagmohan Singh 71

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ANALYSIS OF CRM WITH NEW ERA OF DIGITAL MARKET INNOVATION DURING
COVID-19 PANDEMIC SITUATION
Ms.Gopali Dayal,Ms. Divya Jyoti Thakur,Dr. Pooja Verma 77

DEVELOPING CUSTOMER ENGAGEMENT THROUGH SOCIAL MEDIA: A REVIEW OF

LITERATURE
Dr. Rohit Bansal ,Nishita Pruthi 80

NEUROMARKETING AND CONSUMER BUYING BEHAVIOR

Dr. Ravindra, Bharat Bhushan 83

GEO MARKETING: AS A MARKETING STRATEGY IN DIGITAL ERA

Dr. Ravindra 87

MARKETING PRACTICES OF NON-GOVERNMENT ORGANIZATIONS

Dr. Garima Dalal, Dr Sonia, Ishu Jindal 92

CUSTOMER ENGAGEMENT AND MARKETING STRATEGIES

Dr. Karamvir Sheokand, Priyanka 97

VIRAL MARKETING
Dr.Garima Dalal, Dr. Sonia, Priya Chugh 100

A MODERN IMAGINATION OF MARKETING: CUSTOMER ENGAGEMENT

Riya Wadhwa 106

IMPORTANCE OF GREEN MARKETING IN SUSTAINABLE DEVELOPMENT: A REVIEW

Dr Jagdeep Singla, Preeti Ahlawat 112

DIGITAL MARKETING CONCEPT AND A COMPARISON BETWEEN DIGITAL AND

TRADITIONAL MARKETING
Dr. Karamvir Sheokand, Jyoti 118

THE ROLE OF GREEN MARKETING AND SUSTAINABILITY

Vijaya Laxmi Dara 122

A STUDY ON MEASURING IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMERS’

BUYING BEHAVIOR BASED ON DEMOGRAPHIC VARIABLES
Dr. Divya Malhan, Mohan Kumar 125

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 MARKETING 5.0: PUTTING UP BLOCKS TOGEHTER

ROAD MAP TO DIGITAL MARKETING

*
Dr. Jagdeep Singla, **Dr. Kuldeep Chaudhary, ***Ritika Juneja
*
Associate Professor, Institute of Mgmt. Studies and Research, MDU, Rohtak
**
Assistant Professor, Institute of Mgmt. Studies and Research, MDU, Rohtak
***
Research scholar, Institute of Mgmt. Studies and Research, MDU, Rohtak

INTRODUCTION
We can't deny the fact that the world is quickly moving from simple to modernize. Individuals are more rely on
Digital substances these days- smart phones, tablets, PCs, laptops etc for shopping. In the past television and radio
was the most predominant mechanism for marketer's to advertise and promote its product and services. But now
days there are various marketing platforms offers new product and services to their customers at discounted rates
with lucrative offers. With the extreme emergence of Internet, old marketing methods have been eliminated, and
replaced with upgraded methods for product promotion and marketing. "Physical shopping" has turned into "online
shopping". This chapter makes a comparative study of traditional marketing and digital marketing, also known as
electronic marketing, online marketing, internet marketing. It also includes advantages and disadvantage of
traditional marketing and digital marketing.
Traditional marketing-Traditional marketing is the conventional mode of marketing that has been used since the
beginning of marketing. It is designed to focus more on selling a certain service or product and uses various modes
to advertise a brand. Traditional marketing, using traditional marketing tools such as-
Business cards- This is a quick promotional way for a company or individual to spread information related to their
product and service.
TV and radio ads- Thousands of people tune into television and radio every day, so advertising a product or
service through this channel works effectively.
Flyers and brochures- Flyers and brochures are designed to grab the attention of a wide audience. They typically
use vibrant, glossy colors to convey a message or display an image so that reader can easily recall that product.
Billboards and signage- Using outdoor billboards and signage are other different ways to advertise a business to
daily commuters, people and drivers who are walking around the city.
Direct mail-This traditional marketing strategy is used to spread awareness of a certain product or service to a
specific target audience. It uses a mail service to deliver promotional printed material having all the specifications
about the product in the form of postcards, brochures, and letters.
The major fundamental aspects of traditional marketing remain the same even though it has evolved over the years.
The selling techniques remain on the four P’s- product, price, promotion and place. Every brand should know how
to include these four P’s of marketing in their business.
THE FOUR P’S OF TRADITIONAL MARKETING
 Product- If you have a better understanding of your product, only then will you be able to effectively
market it. A product can be an intangible service or a good that fulfills the needs and wants of the target
audience.
 Price- The cost of the product is based on the factors of production .When it comes to demand, supply,
profit margin, etc, price is to be kept in mind.
 Place- Traditional marketing relies on putting the right product at the right time at the right place in front
of your target group. When you place a product in the right situation, you increase the chances of
converting the prospects into consumers.

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 Promotion- The way to advertise your product and show it to the target customers is known as promotion.
Promotion can be in both modes digital or traditional.
ADVANTAGES OF TRADITIONAL MARKETING
Level of trust: The level of trust may be higher for traditional marketing, and it can be said that this is the utmost
important advantage of this marketing. Many people still trusting more on the traditional mode of marketing
because probability of high number of frauds can occur in the digital marketing environment.
Faster results: Traditional marketing that may produce faster or more effective resultsif advertisements are placed
well and suitable manner to the targeted audience, in comparison to digital marketing methods that can take several
weeks to produce effective results.
Durability: Traditional marketing materials are often more durable than the digital ones, many sites are actually
abandoned.
DISADVANTAGES OF TRADITIONAL MARKETING
 Pricing options: In traditional marketing it is difficult to offer differentpricing strategies to customers,
meanwhile in digital marketing marketer offer different pricing policies to attrack more buyers acc. to their
interest.
 High costs: Traditional marketing is much more expensive than digital marketing.
 Difficulties in measuring the result- It is very difficult to measure the result quickly, and in many cases
cannot be measured at all.
 Static: In traditional mode of marketing there is no much interaction with the mass audience. It means by
showing the product or throwing information in front of people and hoping that they are ready to buy the
product.
 Timing: To promote their product and service companies use static text or advertising commercials. If
changes occur in any content that can’t be changed fast.
 Customization: while using traditional marketing methods for advertising it is hard to target a specific
customer. Different segments of market can be targeted, but not an individual.
Digital Marketing-As long as technology evolving Digital marketing becomes the modern mode of marketing that
has been widely used by customers. Digital marketing is the act of promoting and selling products and services by
leveraging online marketing tactics such as social media marketing, search marketing, and email marketing. It is a
reverse image of traditional marketing.
DEFINITIONS OF DIGITAL MARKETING
Acc to (Kotler and Armstrong, 2009)-Digital marketing is a form of direct marketing which links consumers with
sellers electronically using interactive technologies like emails, websites, online forums and newsgroups, interactive
television, mobile communications etcetera.
Acc to (Bainset al., 2011)-It facilitates many-to-many communications due to its high level of connectivity and is
usually executed to promote products or services in a timely, relevant, personal and cost-effective manner.
DIGITAL MARKETING STRATEGIES
 Pay-Per-Click Advertising- Pay- per-click (PPC) advertising is actually a broad term that covers any type of
digital marketing where you pay for every user who clicks on an ad For example, Google Ad Words is a form
of PPC advertising called “paid search advertising”. Facebook Ads are another form of PPC advertising called
“paid social media advertising”.
 Paid Search Advertising- Google, Bing and Yahoo all allow to run text ads on their Search Engine Results
Pages (SERPs). Paid search advertising is one of the best waysto target potential customers who are actively
searching for a product or service.

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 Search Engine Optimization (SEO)-SEO is the process of improving your website so that it ranks highly in
search engine results for keywords and phrases related to your business. More searches means higher the rank.
It means the more people will see and become familiar with your website and business.
 Paid Social Media Advertising- Most social media platforms like Facebook, Instagram, Twitter, LinkedIn,
Pinterest and Snapchat will allow you to run ads on their site. Paid social media advertising is great for
building awareness with audiences that might not be aware that your business, product or service exists.
 Social Media Marketing- As SEO, social media marketing is the free and organic way to use social media
platforms like instagram, Facebook or Twitter to market your business. And, just like SEO, organically
marketing your business on social media takes a lot more time and effort.
 Conversion Rate Optimization (CRO)-Conversion rate optimization (CRO) is the art and science for improving
your online user experience. Most of the time,businesses use CRO to get more conversions (leads, chats, calls,
sales, etc) out of their existing website traffic.
 Content Marketing- Content marketing is another fairly broad digital marketing term. Content marketing
covers any digital marketing effort that uses content assets (blog posts, infographics, eBooks, videos, etc) to
build brand awareness or drive clicks, leads or sales.
 Native Advertising- The word "native" refers to this coherence of the content with the other media that appear
on the platform. Native advertisingis a type of advertising that matches the types and functions of the platform
upon which it appears. In many cases it functions like an advertorial, and manifests as a video, article or
editorial.
 Email Marketing- Email marketing is the oldest form of online marketing and it’s still going strong. Most
digital marketers use email marketing to advertise special deals, highlight content (often as part of content
marketing) or promote an event.
 Affiliate Marketing- Affiliate marketing is a marketing arrangement by which an online retailer pays commission
to an external website for traffic or sales generated from its referrals. Most of my earnings are from affiliate
marketing, direct ad sales.
THE SEVEN P’S OF DIGITAL MARKETING
first four p’s of Digital marketing are similar to traditional market but there are three additional p’s add in the
framework of digital marketing. These 7 p’s are as follows-

Product Price Place Promotion

People Process Physical

Evidence

 Product- An effective digital marketing strategy must start with a product that satisfies consumer demand. If
you have a better understanding of your product, only then will you be able to effectively market it. A
product can be an intangible service or a good that fulfills the needs and wants of the target audience.
 Price- The cost of the product is based on the factors of production .When it comes to demand, supply, profit
margin, etc, price is to be kept in mind.
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 Place- Traditional marketing relies on putting the right product at the right time at the right place in front of
your target group. When you place a product in the right situation, you increase the chances of converting
the prospects into consumers.
 Promotion- The way to advertise your product and show it to the target customers is known as promotion.
Promotion can be in both modes digital or traditional.
 People-People are essential in the marketing of any product or service. Personnel stand for the service. In the
professional, financial, or hospitality service industry, people are not producers, but rather the products
themselves.
 Process-It refers to a "set of activities that results in delivery of the product benefits". A process could be a
sequential order of tasks that an employee undertakes as a part of their job. It can represent sequential steps
taken by a number of various employees while attempting to complete a task.
 Physical evidence –It refers to the non-human elements for the service encounter, including equipment,
facilities and furniture. It refers to the more abstract components of the environment in which the service
encounter occurs including interior design, colour schemes and layout. Some aspects of physical evidence
provide lasting proof that the service has occurred, such as souvenirs, invoices, mementos etc.
ADVANTAGES OF DIGITAL MARKETING
 Cost efficiency: When digital marketing compared to traditional marketing, digital marketing is more cost
efficient.
 Mass audience: Internet can easily reach to an entire globe and attract the mass audience according to
their interest.
 Dialogue with and among users: Digital marketing allows collaboration between users and gives the
Wright to free expression of their opinion regarding the product /service.
 Rich content: Digital marketing offers unlimited content about the product and also provide the
possibility to easily update the content whenever necessary.
 Easy measurable: The performance and impact of digital technologies can be easily measureable than
traditional marketing.
 Duration: On digital platforms online information is permanently available.
 Interactivity: The online users can choose when to initiate contact to any application or website and for
howlong.
 Empowering effect: One of advantage of digital marketing is related with its enabling effect especially on
small businesses since “internet can extent market reach and operational efficiency of small and medium
enterprises (SMEs)“ (Dholekia, 2004).
 Active users approach: Digital marketing is following the active user approach. Now a dayspeople prefer
to purchase online rather than physically going to the market because online shopping websites provide
more attractive offers, discount coupons and promo codes etc.
 Adaptable: It is easy to manage the change in the onlinecontent based on users feedback.
 Personalized: Digital marketing provide attractive offers and programs that can be customized or
personalized based on the profiles, consumer behavior and their preferences.
DISADVANTAGES OF DIGITAL MARKETING
 The copyright: Digital marketing campaigns can be easily copied by a competitor. Trademarks, patents
and logos can be used to defraud customers.
 Connections problems: may appear in case of slow internet connections, if there is traffic on websites, it
may take too much time and ultimately customers can get bored.

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 E- payment: Most of the users still don’t trust in the electronic methods of paying and give up buying
online because of this.
 Lack of trust :The lack oftrust of the users because of the large number of frauds regardingvirtual
promotions. Honest companies may be affected since their image and reputation of quality can suffer
damage.
 The cash on delivery system: This system doesn’t guarantee the 100% purchase of the product. This is a
disadvantage because there are many cases when userswith false identities order online with no real
intention of picking and paying for the goods.
 Internet marketing is not yet accepted by all people: some customers, especially older ones still don't
trust digital environment, preferring to use the traditional methods.
 Dependency: Internet marketing is highly dependent on technology which can be prone to errors.The e-
commerce doesn’t allow the user “to touch” the merchandise before purchasing it.
Difference between traditional marketing and digital marketing
Traditional marketing Digital marketing
Traditional marketing is a close system. Digital marketing is an open system
Traditional marketing is promoting the product and Digital marketing is used for the promotion of product and service by using the
service in a marketplace. digital technologies.
It is easy process for reach to the target local audience. It is based on online mode to provide the all-important data and information
through website, articles many more.
The main aim of traditional marketing is to increase The main aim of digital marketing is to creating long term relationship by
sales. reaching and converting qualified customers.
Access to this market is paid. Access to this market is free.
Traditional marketing is a transparent system. Digital marketing is not a transparent system.
The orientation of this market towards the product The orientation of this market towards the customer focused.
focused.
Traditional marketing targets on mass audiences. Digital marketing focuses on interested prospects .
Traditional marketing is a type of formal communication. Digital marketing is a type of informal communication.

CONCLUSION
Although a few years back the tradition of traditional marketing was predicted to come to its end, but studies show
that this is not true. It is true that the user of internet is continuously increasing and the amount of time people spend
online is also increasing. In conclusion the best solution for a company to make the efforts for increasing visibility
on the market, as well as brand awareness is constantly rising . This will try to make a combination between two
strategies. On one hand there is the mature group of customers who tends to shop traditional marketing items, they
still spend time on television, radio, reading magazines, and on the other hand as statistics show, the young
population which tend to spend more time to shop online.
REFERENCES
BOOKS
1. Safko, L. and Brake, D., 2009. The Social Media Bible: Tactics, Tools and Strategies for Business Success. New York: John Wiley
&Sons, p. 181; 243.
2. Varbanova, L., 2013. Strategic Management in the Arts. New York: Taylor and Francis, p. 161.
3. Wsi, 2013. Digital Minds: 12 Things Every Business Needs to Know about Digital Marketing. Victoria: Friesen Press, p. 7.
ARTICLE (IN JOURNAL)
1. Bhayani, S., &Vachhani, N. V. (2014). Internet marketing vs traditional marketing: a comparative analysis. FIIB Business
Review, 3(3), 53-63.
2. Dholakia, R. and Kshetri, N., 2004. Factors Impacting the Adoption of the Internet among SMEs. Small Business Economics, 23(4),
pp. 311-322.
3. Geraghty, G., & Conway, A. T. (2016). The Study of Traditional and Non-traditional Marketing Communications: Target Marketing
in the Events Sector
4. Parsons, A., Zeisser, M., &Waitman, R. (1998). Organizing today for the digital marketing of tomorrow. Journal of Interactive
Marketing, 12(1), 31-46.
5. Todor ,2016.Blending traditional and digital marketing. Bulletin of theTransilvania University of Braşov Economic Sciences • Vol. 9
(58) , pp.51-56

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NEURO MARKETING – AN EMERGING AREA OF MARKETING

RESEARCH
*
Dr. N. Bargavi
*
Associate Professor, Bharath Institute of Higher Education and Research, Chennai, India.

1. INTRODUCTION
Neuroscience comprises a synthesis of several disciplines that exemplify physiology, biology, anatomy, neurology,
behavioral science and cognitive psychology. In the recent decade, this new area of research has augmented
intrinsically to understand human behavior. It has given information and acumen to comprehend the conduct of
customers also. For understanding the act of individual buyers, it is important to know how neuroscientific test
addresses marketing issues. Following this, Neuromarketing acts as a field of study that applies neuroscientific
methods to analyze and comprehend human behavior in the context of markets and its activities. The emerging
trend to measure the marketing stimuli is done by neuroimaging technology, where the patient’s brain image is
portrayed. These methods are called Neuromarketing techniques which enhances the understanding of consumer’s
behavior on marketing, trade and exchanges (Lee et al., 2007).
Neuromarketing comprises of measuring brain activities, research on consumer’s behavior, neuroscience and
analysis of physiological and cognitive systems; leading to representation of perceptions and behaviors in the form
of images and colors (Murphy et al., 2008; Butler. 2008). Neuromarketing is characterized as a research technique
which facilitates direct measurement of brain’s response during marketing stimuli (Hubert and Kenning, 2008). The
emerging area of Neuromarketing has given rise to questions and controversies also. Few critics rely that using
neuroimaging methods will impact consumer’s capability to avoid such marketed products. This will make the
consumers unable to overcome those marketing efforts; stimulating the need inside them to become target buyers
(Wilson et al., 2008). There are also few defenders who believe that consumers will benefit from the marketing
campaigns based on neuroimaging; and this will ensure high competency among products and consumer
gratification (Lindstrom 2009 a, b). Also, there is another section of researchers who allege that Neuromarketing is
more of a scientific fiction than reality as it’s futile to find people with the same kind of perception, thoughts and
behaviors all over the world. They propound that individual’s thoughts change and differs as per experiences,
situations, values and attributes. Subconscious mental system influences individual’s cerebration and their actions.
Here, the brain is perceived as a black-box alike that in airplanes; which hides the emotions and preferences of
consumers (Fugate, 2007; Marci, 2008; Javor et al., 2013; Green and Holbert, 2012). So, Neuromarketing acts like a
door to open and unveil the consumer’s emotions by receiving inputs from the brain to predict consumer’s response
to marketing (Fisher et al.,2010; Ohme and Matukin, 2012; Perrachione and Perrachione, 2008). Hence,
Neuromarketing is described as a field of study which develops a bridge between neuroscience and marketing
(Butler, 2008; Senior and Lee, 2008)
2. IMPORTANCE OF NEUROMARKETING
Neuromarketing has given a significant contribution in understanding how consumers make choices while buying a
product. It uses avant-garde resources in scanning the brain and understanding the purchase behavior.
Neuromarketing is an upcoming and recurring field of research that enables companies to shape their marketing
strategies (Lee et al.,2007; Eser et al., 2011). Product publicity and advertising are the two prime concepts of
marketing that have been highly benefited from Neuromarketing; as it helps to identify those elements of an ad
which stimulates positive feelings inside the buyer (Ohme and Matukin, 2012; Fugate, 2007). Also, it helps to
eliminate elements that cause product aversion in consumers.
Neuromarketing helps to select the audio and visual elements, time and channel of medium for a successful
purchase. It enables to determine consumer’s needs and build useful products (Eser et al., 2011). This method
assists in enhancing the brand positioning of a product by assaying how brand information impacts the decision
made by consumers while considering the purchase (Hubert and Kenning, 2008). Neuromarketing examines the
neural systems of the brain while processing the brand information. So, Neuromarketing has the potential to
reinvent pricing strategies and new product development strategies effectively. It is formulated by assimilating

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techniques that determine which part of the brain gets stimulated while watching an ad and aids to understand the
cognitive process. Hence, Neuromarketing is highly capable of investigating the causes of purchase disorders alike
instant seeking, compulsivity, desire-fulfilment etc (Fugate, 2007; Garcia and Saad, 2008; Fisher et al., 2010). More
applications of Neuromarketing can also be seen in social advertisements like use of seat belts, wearing helmets,
avoid smoking, save a child etc.
3. NEUROMARKETING TECHNIQUES
The scope of Neuromarketing techniques includes all the areas of physiological and cognitive processes.
Physiological aspects include sweating, electrolytes present in the skin, hormones, neurotransmitters, pupil dilation,
compression/elongation of eyebrows, muscle motions, face sighs etc. Similarly, cognitive processes include
functions of the brain, electrical waves, cerebral activities, blood flow, neuron transmissions etc. This connection
between physiological and cognitive aspects has brought a new combination of neuroscience and marketing
techniques. There are three major types of Neuromarketing techniques:
 Those techniques that measure the metabolic activity of the brain or related to it.
 Those techniques that measure electrical activity in the brain.
 Those techniques that do not measure any brain activities.
Each of these techniques have certain merits and drawbacks, measuring different supporting variables to understand
a marketing issue. The main Neuromarketing techniques which are prevalent in today’s scenario are –
 Electroencephalography (EEG): This technique uses electrodes that determines the brain waves
connected with different stimuli that are fixed on individual’s scalp or forehead by tapes, bands or helmets.
These waves are evaluated at certain frequent intervals ranging 10,000 times per second. EEG is widely
prevalent, less expensive and non-invasive. It provides great validity in assaying emotional stability and
surveilling psychopathologies (Kline, 2004). EEG is a portable instrument that assimilates and syncs
stimuli. The only drawback of this method is that it can record only superficial electrical signals. It cannot
discern deep brain structures or information exchanges. So, EEG provides more temporal resolution and
less spatial resolution in neuroscience.
 Functional Magnetic Resonance Imaging (fMRI): Alongside EEG, this is the most widely used
technique to examine brain activities in neural science. This method assays deeper, minute and small
structures of the brain with high spatial resolution. The device is expensive, non-portable and cannot be
used in all environments. There will be a lag of 6-10 seconds in recording the neuron activities which
poses as a drawback to measure marketing stimuli (Ariely and Berns, 2011).
 Magnetoencephalography (MEG): This method operates on the extension and alignment of magnetic
sensors that arise via electrochemical signals, neural activities etc. Alike EEG, MEG has incredible
temporal resolution. But, its spatial resolution is not suitable for examining cortical areas or deep parts of
the brain. While performing a MEG, scientists use hyper-sensitive sensors to assay the electromagnetic
filed without touching the scalp. The procuring cost of this device and its experiment sessions are very
high; which makes EEG more accessible than MEG.
 Facial recognition (Electromyography): This is one of the techniques still not widely used in
Neuromarketing. It evaluates the facial contractions or movements that are invisible to the human eyes.
This is done by placing electrodes on the mouth muscles (zygomaticus) and orbicularis muscles (Melillo,
2006). This technology can sense the type of emotions exhibited by individuals; be it sorrow, joy,
indifference, anger, pain etc. The main features of this technology are high spatial resolution, growing
credibility for using it in several affective response to visual cues, taste, smell or hearing (Harmon and
Beer, 2009). The drawback found in this method is due to double values from certain expressions; that
makes standardization difficult and the double values cannot be correlated to specific emotions.
 Positron Emission Tomography (PET): This technique has validity and spatial resolution similar to
FMRI. The radioactive elements (positrons) are injected into the participant primarily; awaiting them to
mix with the blood and flow through the brain. Only then, the results can be collected via going past the
instrument. This method is highly invasive and strenuous to use in Neuromarketing.

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 Galvanic Skin Response: This technique records the excitement of the participant caused due to emotional
stimulus. The central nervous system is directly associated to the responses exhibited on the participant’s
hands. This method examines the neural reactions that is caused due to emotions like joy, fear, sorrow,
anger, indifference, disgust, boredom etc. (Banks et al., 2012).
 Eye tracking: This technique is widely used to measure consumer’s attention using patterns of visual
movements, fixing eye-sights, dilation of pupil, micro-focus on certain points etc. The device for eye-
tracking is portable. The drawback of this method is that it’s not possible to comprehend the type of
emotions with the areas that required focus of the participant. Time spent by the participant on focusing the
object, measuring pupils observing stimuli frequently are some of the interesting practices in this technique
(Nenad, 2011).
 Cardiovascular Parameters: This technique records the rate of heartbeat and its fluctuations, blood-
pressure, interaction between heart beats and pulse transition time. This method is used to infer emotional
and attention states of the participants (Lindstrom, 2009b).
4. ETHICAL ISSUES & LIMITATIONS IN NEUROMARKETING
Despite being an emerging topic of research in the field of Marketing, Neuromarketing has raised controversies and
questions related to ethical policies. The prime question is about the violation of consumer’s privacy because
companies are able to read their minds, identify and develop mechanisms that kindle the desire inside consumers to
purchase products (Perrachione and Perrachione, 2008; Senior and Lee, 2008; Javor et al., 2013). This leads to a
situation where consumers are highly transparent to the companies and the companies could reign their private
thoughts by Neuromarketing techniques. By assaying the cognitive differences, companies gain more power to
impact the buying decisions of people (Fisher et al., 2010). When companies create irresistible ads and induce
customers; it becomes a threat to consumer’s autonomy due to weakened defense mechanism in consumers. These
issues are associated to the ethics of Neuromarketing. The companies that apply Neuromarketing techniques,
methods used to study consumers, and the type of audience surveyed are also grounds for criticism. Congruent to
many other scientific areas of research, Neuromarketing also suffers from drawbacks and non-trust of consumers.
Lack of information credibility is one of the prime limitation of this field (Murphy et al., 2008; Morin, 2011). Even
though some Neuromarketing companies publish their information and results; these findings can be biased to
benefit the companies themselves. Also, a wave called ‘Neuromania’ is visible which uses the power of prefixing
‘Neuro’ to overstate and authenticate any research results (Fisher et al., 2010; Javor et al., 2013). One more
important restriction is the lack of a model/approach that portrays the activated brain contributing to the emotions
felt by the individual (Butler, 2000; Senior and Lee, 2008). Another limitation is the complexity of conducting
experiments due to costs of Neuromarketing and the performance of Neuromarketing experiments (Hubert and
Kenning, 2008). Because of the expensive costs, individual researchers are not able to study without the
organizational support and sponsorships (Hubert and Kenning, 2008). This reality restricts the number of studies
and the unparalleled nature of the information. Also, the nature of Neuromarketing research requires prior approval
or permissions from the Government to perform these kind of experiments (Babiloni, 2012; Hubert and Kenning,
2008).
5. PRACTICAL APPLICATIONS
Neuromarketing has been widely used to determine the preferences, choice and decision of consumers. Even though
companies hesitate to unveil how their marketing strategies are improved by implying Neuromarketing techniques;
several studies and researches in this field is highly prevalent in the body of literature. Certain studies illustrated
that when people saw beautiful celebrities in an ad, certain parts of their brain got activated and they started
recognizing the product by forming inner trust. This led to a judgement that famous people influence consumer’s
buying choices, resulting in product purchases (Hubert and Kenning, 2008). Few literature works demonstrated that
when certain ad elements make consumers to relate themselves with the situations; they positively respond and buy
the product. These studies enable companies to create, edit and select their ads in such a way to be easily
remembered and retained by customers (Lee et al., 2007; Perrachione and Perrachione, 2008; Eser et al., 2011).
Neuromarketing enables companies to identify elements that neurologically engage consumers in an ad. It enhances
the understanding on how phrases, images, sound effects or music can aid to create more appealing ads to
consumers. Neuromarketing is used to develop products and services according to customer preferences; by
revising sales strategies, pricing structures and promotional decisions. In a study, fMRI technique is performed to

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assess the choice of retail brands which consumers bought. While purchasing products from a brand they were loyal
to, the ventromedial front cortex part of the brain got stimulated (Hebbert and Kenning, 2008). So, Neuromarketing
is also used to apprehend the mechanisms elemental to consumer loyalty. Ultimately, certain researches have
propounded factors that made consumers to choose certain brands and its products. Feelings and emotions are
associated with brands and products; through which certain areas of the brain gets stimulated. This enables to
predict the choices made by consumers (Garcia and Saad, 2008; Lee et al., 2007). There are three ways how
Neuromarketing supports the creation of advertisements – (a) Referential analysis that examines the best way to
demonstrate about products in a commercial ad; (b) Vertical analysis where the ad is broken down into images and
sounds for understanding which element has more power to arouse the emotions of consumers; (c) Horizontal
analysis where the multifarious versions for a single ad are made and compared in order to assess the impact each
version creates in the brain of consumers. To conclude, Neuromarketing is widely prevalent as a research technique
and is an interesting field of study since a decade. With numerous researches carried out in this field, many
companies will come together in the Neuromarketing efforts; in order to design better products and effective ads.
So, this method enhances the understanding of complex buying behavior. A better understanding of the brain
mechanisms and its cognition through Neuromarketing methods can lead to potential answers for many questions
sought by marketers in today’s scenario.
REFERENCES
1. Ariely, D., and Berns, G. S. (2010). Neuromarketing: The hope and hype of neuroimaging in business. Nature Reviews Neuroscience,
11(4), 284-292.
2. Babiloni, F. (2012). Consumer neuroscience: A new area of study for biomedical engineers. IEEE Pulse, 3(3), 21-23.
3. Banks, S. J., Bellerose, J., Douglas, D., and Jones-Gotman, M. (2012). Bilateral skin conductance responses to emotional faces.
Applied Psychophysiology and Biofeedback, 37(3), 145-152.
4. Butler, M. J. (2008). Neuromarketing and the perception of knowledge. Journal of Consumer Behaviour, 7(4‐5), 415-419.
5. Eser, Z., Isin, F. B., and Tolon, M. (2011). Perceptions of marketing academics, neurologists and marketing professionals about
neuromarketing. Journal of Marketing Management, 27(7-8), 854-868
6. Fisher, C. E., Chin, L., and Klitzman, R. (2010). Defining neuromarketing: Practices and professional challenges. Harvard Review of
Psychiatry, 18(4), 230-237.
7. Fugate, D. L. (2008). Marketing services more effectively with neuromarketing research: A look into the future. Journal of Services
Marketing, 22(2), 170-173.
8. Garcia, J. R., and Saad, G. (2008). Evolutionary neuromarketing: Darwinizing the neuroimaging paradigm for consumer behavior.
Journal of Consumer Behaviour, 7(4‐5), 397-414.
9. Green, S., and Holbert, N. (2012). Gifts of the neuro-magi: Science and speculation in the age of neuromarketing. Marketing
Research, 24(1), 10-14.
10. Harmon-Jones, E., and Beer, J. S. (Eds.). (2012). Methods in social neuroscience. Guilford Press.
11. Hubert, M., and Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behaviour, 7(4‐5), 272-
292.
12. Javor, A., Koller, M., Lee, N., Chamberlain, L., and Ransmayr, G. (2013). Neuromarketing and consumer neuroscience:
Contributions to neurology. BMC Neurology, 13(1), 1-12.
13. Kline, J. (2004). Frontal EEG asymmetry, emotion, and psychotherapy: The first, and the next 25 years. Biological Psychology, 67(1-
2), 1-5.
14. Lee, N., Broderick, A. J., and Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research.
International Journal of Psychophysiology, 63(2), 199-204.
15. Lindstrom, M. (2009a). A lógica do consumo: Verdades e mentiras sobre por que compramos (M. Lino, Trad.). Rio de Janeiro, RJ:
Nova Fronteira.
16. Lindstrom, M. (2009b). Buyology: A ciência do neuromarketing. Lisboa, Portugal: Gestão Plus.
17. Marci, C. D. (2008). Minding the gap: The evolving relationships between affective neuroscience and advertising research.
International Journal of Advertising, 27(3), 473-475.
18. Melillo, W. (2006). Inside the consumer mind: What neuroscience can tell us about marketing. Ad Week, 47(3).
19. Morin, C. (2011). Neuromarketing: The new science of consumer behavior. Society, 48(2), 131-135.

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20. Murphy, E. R., Illes, J., and Reiner, P. B. (2008). Neuroethics of neuromarketing. Journal of Consumer Behaviour, 7(4‐5), 293-302.
21. Nenad, D. H. (2011). Emotional marketing: Eye-tracking and brain measuring: Using neuromarketing to sell newspapers. Editor &
Publisher, 144(1).
22. Ohme, R., and Matukin, M. (2012). A small frog that makes a big difference: Brain wave testing of TV advertisements. IEEE Pulse,
3(3), 28-33.
23. Perrachione, T. K., and Perrachione, J. R. (2008). Brains and brands: Developing mutually informative research in neuroscience and
marketing. Journal of Consumer Behaviour, 7(4‐5), 303-318.
24. Senior, C., and Lee, N. (2008). Editorial: A manifesto for neuromarketing science. Journal of Consumer Behaviour, 7(4-5), 263-271.
25. Wilson, R., Gaines, J., and Hill, R. P. (2008). Neuromarketing and consumer free will. Journal of Consumer Affairs, 42(3), 389-410.

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CHALLENGES IN INTERNATIONAL ADVERTISEMENT POLICY

*
Manjeet
*
Student, Hindu College of Education, Sonipat, Haryana, India

ABSTRACT
As we all know Globalization is increasing day by day. Firms are becoming international from national and global
from international. Though globalization has increased the market for the firms but international and global
marketing plays a huge role in expanding the market share. International marketing is a process which helps in the
adjustment of marketing strategies according to the culture and condition of different countries. Marketing mix
includes different element like place, price, product, promotion. For promotion activity, Advertisement plays a vital
role in achieving the objective of the firms.
Advertisement is a process of communication by which a company tries to deliver the message to its target
audience. Main aim behind the advertisement is to aware the customer about the product but a company has to
amend its advertisement according to the culture, values, beliefs, rituals and consumption pattern. Target audience
in other country is different from domestic country on the behalf of religion, language, geographical area, culture,
buying habbits. But it is difficult to advertise the product in international market rather than domestic Market.
Key Words: - International Marketing ,Target Audience ,Advertisement ,Market ,Globalization.
INTRODUCTION
Due to various differences in international market from domestic market a firm has to adopt different strategies for
advertising their products in international market. First of all, a company has to collect information about the rituals,
customs, taste & preferences, beliefs , laws & regulations . Only after that a company can succeed in any market.
We can say international Advertising helps a company in acquiring the market share but the company has to face a
lot of difficulties in its path to the international market. It helps in providing the high standard of living. A company
can produce on a large scale and also can minimize is overall cost.
BENEFITS OF INTERNATIONAL MARKETING
1. Increase in market share
We can say with the help of advertising a company can maximize its sales and obviously it will help in increasing
the market share of a company .Domestic Advertising can not be used for foreign companies because the rituals,
customs, language in each country in different .
2. Aware the customers
Advertising is a vital source to aware the customers about the products .With the help of effective advertising policy
a company can raise its sales. Advertising is the best method to aware the customer about the products of the
company.
3. Reduce The Cost and Increasing in Savings:
Advertising help in maximizing the sales hence the company has to produce on a large scale and As we all know
large scale of production help in reducing the cost and increasing in saving because now the company is selling its
products not only in domestic country but also in foreign market.
4. Increase in Competition
When A company try to sale its product in a foreign company . It is definite that the company has to face more
competition rather than domestic country so the variety and quality of goods and services is increased and that is
much better for customers.

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CHALLENGES
1. Laws and Regulation
Rules and regulations are unique in each county because legal system is different everywhere. It is necessary for a
firm to observe carefully the rules and code of conduct and related laws of marketing. When the political party
changes in a country there is a chances of change in laws and regulation due to change in policies . Before
advertising the products, it is really important to get to know the countries make prohibition on advertising the
product. For an example pharmaceuticals advertisement are prohibited in many countries.
2. Language differences
Language is the identity of the citizens of a country with the help of language a person can communication with
others share his feeling, convey his message ,So language plays a important role in advertising when we are
planning about a international advertisement , we must assured that the target audience will understand the message
of the company .We can see different language are spoken in a single country for example India. And meaning of
words and symbols also take in different sense . So the Advertiser should deep study the related meaning of
symbols in any country.
3. Political Environment
Policies are mainly framed by a government in a country so the political party that is elected in a country also plays
a vital role in external environment .The approach and thinking of the elected party affects the business & policies
of a company. For example in India when BJP was elected in 1999 a lot of companies like coca cola withdraw their
investment.
4. Taste & Preferences
It is very tough to know about the taste & preference of foreign customers because we are not so aware about the
custom , rituals of the foreign country .So first of all, a company should collect data about the taste & preferences of
that country „s customer and only after that the company should introduced their products in that country because
environment scanning is very important for any company before taking decision.
It is also important that advertisement of a product also consider the taste and choice of the target customers. And
moral values are also considered in advertisement. An advertisement should not contain any kind that can harm and
oppose any community and creature.
5. Environmental Scanning
It is a process by which a company collects information about the environment mainly about external environment.
External environment contains information about the competitors, suppliers, stakeholders etc. Advertisement policy
of a competitive firm also affects the advertisement strategy of a company. A company should observe the policies
of a competitive firm deeply to understand the flow of the market and try to win in this race. But we can say that
environment scanning is not an easy task for any company.
CONCLUSION
International Marketing helps a company to promote its product in a foreign country but a company have to face a
lot of challenges and difficulties in the path of international marketing.
REFERENCES
1. Ahmed, Z. U., Johnson, J. P., and Boon, L. C. (2004), “Does country - of - origin matter for low-involvement products”, International
Marketing Review, vol. 21 no. 1, pp. 102-20.
2. Anderson, J.C. and Gerbing, D.W. (1988), “Structural equation modeling in practice: A review and recommended two step
approach”, Psychological Bulletin, vol. 103 no. 3 pp. 411-23
3. Buzzell, R. D. (1968), “Can you standardize multinational Marketing?” Harvard Business Review, vol. 46 no. 1, pp. 102-13.
4. Fatt, A. C. (1967), “The danger of „local‟ international advertising”, Journal of Marketing, vol. 12 no. 1, pp. 60-2.
5. Fournier, S. (1988), “Consumers and their brands: Developing relationship theory in consumer research”, Journal of Consumer
Research, vol. 24 no. 4, pp. 343-73.

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6. Imberti, P. (2007), “Who resides behind the world?”, Exploring and understanding the language experience of non-English speaking
immigrant Families in Society, 88(1), 67-73.
7. Killough, J. (1978), “Improved payoffs from transnational advertising”, Harvard Business Review, vol. 56 no. 4, pp. 102-10.
8. Levitt, T. (1983), “The globalization of markets”, Harward Business Review, vol. 61 no.3, pp 92-102.
9. Papavassiliou, N. and Stathakopoulos, V. (1997), “Standardization versus adaptation of international advertising strategies: Towards
a framework,” European Journal of Marketing, vol. 31 no. 7, pp. 504-27.
10. Solberg, C. A. (2002), “The perennial issue of adaptation or standardization of international marketing communication:
Organizational contingencies and performance”, Journal of International Marketing, vol. 10 no. 3, pp. 1- 21. [11] Pratt, E. E. (1956), “

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SOLUTION FOR ONLINE-OFFLINE GAP IN MARKETING: PHYGITAL

*
Payal Maggu
*
SRF, IMSAR, MDU

ABSTRACT
This paper highlights the growth of business sector and how online-offline gap influence the marketing. This paper
also explained the factors which affect the trending marketing attributes of business now days. As technology
growth affects the online and offline medium of doing activities, Phygital provides a better solution to everyone.
The introduction of digitalization increased the benefits of increased geographical reach; resolve the barriers of
language with the introduction of Hindi and other Indian languages, digital literacy in the form of apps and websites
and widespread delivery networks with the platform of e-commerce.
INTRODUCTION: THE ONLINE-OFFLINE GAP IN MARKETING
With the growth of e commerce, brick and motor businesses became more cautious for their profit. As internet users
increased from 500 million 2018 to 630 million in 2019 help to increase the growth rate of 35% in India, a
cooperative relationship between online-offline businesses should be there to take the advantage of all the parties.
The introduction of digitalization increased the benefits of increased geographical reach; resolve the barriers of
language with the introduction of Hindi and other Indian languages, digital literacy in the form of apps and websites
and widespread delivery networks with the platform of e-commerce. While the perishable goods like fruits,
vegetables, meats etc. has the limited advantage of online than offline. The minimal physical storage cost and
startup expenses changed the direction of doing businesses towards online business in India. Due to online portal;
69% of SMEs showed the growth as shown by KPMG study. Online businesses gave the better advantage of
resolving negative feedback of customers with the option of immediate responding by interacting websites than
offline businesses in India. Multiple benefits like quick customer care, sourcing and delivery support, tracking,
refunding, comparison of products and rating of goods make more comfortable to the customers than brick and
mortar system. With the changing era of online business, making more profits in offline business is becoming quite
difficult over the time.
SOLUTION: PHYGITAL
Phygital is the terminology used for physical stores with digital technology used in every business to cover the gap
between offline and online. Phygital works as a bridge between the offline and online business.
Amazon Go of Amazon and AliBaba’s Hema gives a best example of phygital solution. Amazon go gives the way
of payment through your phone without checkouts and Hema provides the scan facility of bar code of brick and
mortar to pay the bill electronically without hassles of queues.
Techology in Phygital: Phygital includes features as:
 Audio: Audio facilitates the self-promoting products by products start speaking through connect the aisle
with the arrival of consumers.
 Motion: Products can move and even dance through robotics arms to grab the attention of the customers.
 Internet Connectivity: Cloud connectivity helps to store important data of customers immediately by
sending data to the server.
 Data Analytics: Analyze each customer’s data with huge amount of gathered information by cloud storage
helps organizations to approach consumers easier.
GEMS FOR SUCCESS IN MARKETING
Ravichandra M gave seven technology gems for the success of retailing sector. Digitalism surely paved the way of
growth of Indian organized business. Highly competitive advantage, after sales services, cashless transactions,
tracking, customer clouding, prompt delivery and easily return facility gave boom to the online business while
replacing product at that time, bargaining for the product, verifying product, no risk of misplacing the product gave

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lead to the brick and mortar stores. ICX-Suite, Self Check outs, Interactive displays, and Cash Acceptor have
developed by O.E.M. based in Bengaluru that can use by retailers to boost the sales in Indian retail sector. There are
some mantras like automated demand forecasting, recognition of voice commerce, augmented-virtual augmented
reality driven, recommendation engines, Robotics Assistance less cashier and demand forecasting by machine
learning techniques explained for the success:

Virtual Reality-Augmented Reality Driven Retailing

Recommendation
Voice commerce
Engines

Machine learning
Staff free shops Robotics
techniques

 Virtual Reality-Augmented Reality Driven Retailing: try before you buy gives the advantage to customers,
IKEA Place is the best example suited here.
 Embrace Voice Commerce: Language Processing in Artificial Intelligence helps to grow with competitive
advantage. Google Siri, Alaxa, 7 now delivery and Walmart Voice ordering service examples suited here.
 Recommendation Engines Power: For higher sales and customer satisfaction, organizations use the
recommendation engines. Netflix, Amazon and Spotify are the best examples suited here.
 Cashier less & staff free: Retailers take advantage of the customer’s self check outs and customers self order.
The example Amazon Go Grocery is popular.
 Robotics Assistance: Robots found a specific place in the every sector for customer personalization and
interaction. Robot pepper is the best example.
 Automated stock management: Predictive and Big Data analytics by automatic inventory management helps
to avoid theft, wastage and spoilage of goods.
 Demand Forecasting: Supplier and Customer relation management, logistics management used big data to
forecast the customer demand in market by the use of machine learning techniques.
KEY FACTORS OF TRENDING MARKET
In organized market, sellers have to focus more on bargaining power of supplier, Demand of product, supply of raw
material, and bargaining power of customers to take competitive advantage. The key factors which influenced
organized market are explained as under:
 Growth of the middle class consumers:
The rise in demand of the consumer and increase in the level of middle class consumer’s disposable income has
given opportunity to Indian retail market to grow and prosper. The number of middle class consumer in retail
market is growing faster. At this time customers are ready to pay genuine price for the quality products. Therefore,
retailers provide a wide range of products, services and other value added services to their consumers. It resulted
into growth of the organized retail sector in India. Growing consumerism may be taken as a key driver for Indian
organized retail market. Rise in disposable incomes and infrastructure improvements helps organized sector to step
towards remarkable change in Indian market.

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Figure 1.15: Key factors in the Indian organized retail market areas

Growth of the Emerging Impact of

middle class Rural market Technology
Increase in the Entry of
Entry of foreign
number of corporate
Retailers
working women sector

Rise in
Value for Rise of
disposable
money consumerism
income

 Number of working women:

In today’s scenario, urbanization has led to more literate and qualified. The buying power of working person is
different from that of a home maker. Due to the demand of one-stop shopping by the working women, therefore
modern retail outlets get a chance to offer one store retailing.
 Value for Money:
Organized retail market provides large scale production and distribution channel. Retail market eliminates the
intermediary channel in distribution channel. Retailers in organized market offer better products with better quality
at reasonable prices. For example, big bazaar, Reliance trends; they provide opportunity for variety of products with
better quality at reasonable price at one-stop shopping.
 Emerging Rural Market:
Today not only the urban market, but the Indian rural retail market also is also facing stiff competition. The rural
Indian market is also growing as customers are becoming quality conscious than before. Thus to serve rural
customers retailers keep concentrating on developing new strategies for product development. In India, as the
growth of organized retail market, after agriculture retail sector is proving the largest source of employment.
 Entry of Corporate sector:
Large business tycoons have entered in retail market such as Tata’s, Birla’s, Reliance etc. They all are in a great
position to provide variety of products with good quality and services to their customers.
 Entry of foreign retailers:
As the growth, Indian organized retail sector is catching the interest of foreign retailers. Due to foreign direct
investment and liberalization, multinationals have entered into the market through joint ventures and franchising.
The entry of foreign retailers is also responsible for boosting the retail market.
 Impact of technology:
For the growth of any sector especially in organized manner, one of the major factors is considered as technology.
With Introduction of technology such as electronic media and marketing information system, computerization has
changed the scenario of the retail market. As the consumers are now more concentrate on the quality factors and
valuable services, growing market and consciousness of product with variety and features lead to open the gate of
foreign market players. With the increasing use of technology like bar code and innovations like online selling with
the help of internet, retailing has reached the next level of competition.

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 Rise in disposable Income:

The rise in living standard of people and high education level has resulted into the growth of higher disposable
income of the population. This type of growth has taken place in the cities as well as in the remote areas and towns
also. It results in higher disposable income; consumer demands better quality products. Today’s time people try at
new things and they try to look different, for that they may even be ready to pay higher price to avail the services.
 Rise of Consumerism:
With the increase in consumerism, the retailers have demanding and knowledgeable consumers, the growing
expectation of present consumers has forced the retail organizations to change their retail trade formats for satisfy
the consumer needs. The important factors like consumer demand, convenience, comfort, time have led to the
growth of Indian organized retail sector.
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5. Dhillon, J. S., Joshi, M., &Verma, R. (2012). Emergence of Retailing Sector in India: Challenges and Opportunities. International
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6. Gurău, C. (2008). Integrated online marketing communication: implementation and management. Journal of communication
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7. Horbal, N., Naychuk-Khrushch, M., &Orlykova, B. (2017). Internet advertising: the specifics, tendencies of development and impact
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9. Johannessen, M. R. (2015). " New" vs" old" media a case study of political protest groups' media use in a Norwegian municipality.
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11. Kliatchko, J. (2005). Towards a new definition of integrated marketing communications (IMC). International Journal of
Advertising, 24(1), 7-34.
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Business.
16. Navon, R. (1995). Resource-based model for automatic cash-flow forecasting. Construction management and Economics, 13(6), 501-
510.
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industry. AACE International Transactions, CS61.
18. Pawar, A. V. (2014). Study of the effectiveness of online marketing on integrated marketing communication. School of Management,
DY Patil University, Navi Mumbai.
19. Padachi, K. (2006). Trends in working capital management and its impact on firms’ performance: an analysis of Mauritian small
manufacturing firms. International Review of business research papers, 2(2), 45-58.

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20. Prabhu, S., &Satpathy, T. (2015). Affiliate marketing’s future in India. Indian Journal of Science and Technology, 8(S4), 278-282.
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24. Sreenivasulu, M. (2017). Trends in Retail Marketing in India. Anchor Academic Publishing.

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 MARKETING 5.0: PUTTING UP BLOCKS TOGEHTER

GREEN MARKETING INITIATIVES – AN INDIAN PERSPECTIVE

*
Dr. Sujith A S
*
Assistant Professor, Department of Commerce, Bharata Mata College, Thrikkakara,
Ernakulam District, Kerala, India

ABSTRACT
Green marketing is a phenomenon which has developed particular important in the modern market and has emerged
as an important concept in India as in other parts of the developing and developed world, and is seen as an
important strategy of facilitating sustainable development. Green marketing is a tool used by many companies in
various industries to follow this trend. The development of green marketing has opened the door of opportunity for
companies to co-brand their products into separate line, lauding the green-friendliness of some while ignoring that
of others. This research explains the concept of green marketing and initiatives and practices that are developed by
some companies in India. Green marketing is a concept which has gained particular attention in India and the
modern world in the face of changing global environmental scenario for sustainable development. There has been a
considerable shift in consumer attitude towards green lifestyle because of increasing awareness of environmental
issues. Green Marketing involves a various range of activities that involves product modification, changes in the
production process, packaging changes and changing advertising according to the derived advantages. This research
highlights the companies in India which have contributed to the development of green marketing in India.
Key words: Environment, Sustainability, Green marketing, Opportunities, Challenges, Initiatives
INTRODUCTION
Green Marketing has evolved through three phases as described by Peattie (2001). The initial phase was mainly
about dealing with those products and industries having a direct impact (negative) on the environment and now,
green marketing has entered its third phase which advocates sustainability, that is talking about how can our
environment Ä remain diverse and productive over time,
 The First Phase - 'Ecological' Green Marketing: This phase mainly focused on specific 'environment
problems' such as air pollution, oil spills, and synthetic DDT (dichloro-diphenyl-trichloroethane) and
providing solution to these environmental problems. The main focus of the first phase of green marketing
was on those industries and products Ä that have a direct impact on the environment (such as oil, mining,
chemical industries, etc.)
 The Second Phase - 'Environmental' Green Marketing: This phase involves the use of clean technology for
designing innovative (new) products or production systems, which eliminates waste and pollution at the
design stage. This phase focused on products which are generally used in homes (such as cleaning goods,
white goods, carpets, Ä paper, etc.) along with services such as banking and tourism.
 The Third Phase - 'Sustainable' Green Marketing: The marketing discipline is beginning to address green
marketing, not just in term of reducing environment damage, but in pursuit of sustainability. Companies
like IBM and McDonalds have used their bulk purchasing power to enforce their back supplier to improve
their eco-performance at their own level and back it up with green audits
It can be proposed that green marketing is not just simply about green packaging and marketing green products, but
it is a holistic marketing concept which involves environment friendly/green practices in an organization at all
levels, from backward suppliers to forward retailers, and ensuring the same at all intermediary stages such as the
production, designing, marketing, and selling
OBJECTIVE OF THE STUDY
 To understand the green marketing initiatives of different companies functioning in India.

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 MARKETING 5.0: PUTTING UP BLOCKS TOGEHTER
METHODOLOGY
The study is based on secondary data. The data collected from various sources like journals, magazines, reports,
newspaper, and various websites.
LITERATURE REVIEW
According to Simon (1995) defined "Green Products" as products made with reduced amounts of material, highly
recyclable material, non-toxic material, do not involve animal testing, do not adversely affect protected species,
require less energy during production or use, or have minimal or no packaging.
According to Nimse (2007) defined green products as those that use recyclable materials, minimal wastage, and
reduce the use of water, save energy, have minimal packaging, and emit less toxic substances. Compared with other
products, green products bring less harm to humankind and offer more long-term practical development
opportunities from a social and economic perspective. Green products are environmentally friendly products.
According to Brahma, M. &Dande, R. (2008) Green Ventures India is a subsidiary of New York-based asset
management firm Green Ventures International. They announced a $300 million India specific fund that focused on
renewable energy products and supporting trading in carbon credits. According to Prof. Jaya Tiwari Green
marketing has three phases of development and it illustrates the main reasons why are firms shifting towards green
marketing. The paper also enlists India ranks globally No.1 in response to green products.
According to Singh and Pandey (2012), it is evident that there is an increased interest in the minds of Indian
consumers if they are being aware of the quality, price, performance, and features through green marketing
subsequently the sales of the particular product rise.
According to B Pal and C Sarin (2014), Consumer responses to the GO GREEN campaign and the problems have
been discussed. A case study of ONGC is mentioned to elaborate on the problems, acceptance, and necessity of
green marketing in India
According to Neeraj Kumar Sharma (2015) Environment issues like Global Warming, Waste Disposal, etc. Has led
to the usage of Green Marketing practices but there is still hesitation in the minds of firms that the green marketing
practices may increase production costs and reduce profits. This article gives examples of Indian firms that have
achieved a good amount of profits and customer satisfaction while going green.
According to A P Mani and S Bhandari (2019), Green Marketing gained exceptional popularity because of
environmental concerns and as a result, a new segment of green consumers was identified. The companies cashed
on this opportunity by providing to this newly discover segment a variety of innovative green practices.
GREEN MARKETING INITIATIVES – AN INDIAN PERSPECTIVE
India making rapid progress in the field of industrialization, concerns have also been made by various sections of
environmentalists regarding the repercussions on the environment. The companies themselves are now more aware
about the ways in which their factories often affect the ecosystem and have taken a greener path to success.
Considering the importance of the environment for human beings, the Indian Government as well as various
organizations are taking 'green initiatives' for the sake of environmental protection and sustainability.
IBM
IBM is selling green solutions to corporate data centers where energy constraints and costs are limiting their ability
to grow, with the promise that the energy costs would be reduced by half.
HCL: HCL is another brand that is trying to introduce eco- friendly products in the market and it has recently
launched the HCL ME 40 notebooks. These notebooks do not use any polyvinyl chloride (PVC) material or other
harmful chemicals and the Bureau of Energy Efficiency already given it a five star rating.
HAIER INDIA
Haier India took the green initiative by launching its 'Eco-Life' series electronic products aimed at designing smart
and environment friendly products that should fulfill environmental norms along with meeting customers' needs.
The range of electronic products the company is offering through this series includes refrigerators, all ranges of
automatic washing machines, split and window air conditioners, a wide range of water heaters and LED & LCD
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 MARKETING 5.0: PUTTING UP BLOCKS TOGEHTER
TVsSamsung: Samsung India has always had a roaring range of LED TV screens and now they have come up with
eco- friendly LED backlight. They use 40% less electricity have also no harmful chemicals like mercury and lead.
LG INDIA
LG India has been a pioneer is making electronic gadgets that are eco-friendly. Recently, it has launched a LED
E60 and E90 series monitor for the Indian market. Its USP is that it consumes 40% less energy than conventional
LED monitors. Also, they hardly used halogen or mercury, trying to keep down the use of hazardous materials in
their products.
NOKIA
Nokia’s policy is to reduce the environmental impact of its products. It has taken the initiative to take back, recover
useful materials and dispose of waste in a manner that causes least harm to the environment.
TATA CONSULTANCY SERVICES
TCS has a globally recognized Sustainability practice and has already topped the Newsweek’s top World’s Greenest
Company title. It also has a global green score of 80.4% and this has mainly happened due their initiative of
creating technology for agricultural and community benefits.
MAHINDRA GROUP
Mahindra Group had launched project Mahindra Hariyali in which 1 million trees would be planted nation-wide by
Mahindra employees and other stakeholders including customers, vendors and dealers.
OIL AND NATURAL GAS COMPANY
ONGC, India’s largest oil producer is all set to change the way with the invention of green crematoriums, that
would serve as a perfect replacement for the funeral pyres that emit so much smoke and uses up excess oxygen.
MARUTI
Greening of Supply Chain the company has remained ahead of regulatory requirements in pursuit of environment
protection and energy conservation at its manufacturing facilities, and in development of products that use fewer
natural resources and are environment friendly. The company credited the 'Just-in-Time' philosophy adopted and
internalized by the employees as the prime reason that helped to excel in this direction. The company has been
promoting 3R since its inception. As a result the company has not only been able to recycle 100% of treated waste
water but also reduced fresh water consumption.
INDUSIND BANK
One of the first banks in India to discourage the use of paper for the counterfoils in ATMs, and sending electronic
messages, it has contributed a lot towards saving paper and reducing deforestation
ITC
ITC has introduced Paperkraft, a premium range of eco-friendly business paper. The company’s social and farm
forestry initiative has greened over 80,000 hectares of arid land
 ITC has been 'Carbon Positive' three years in a row (sequestering/storing twice the amount of CO2 than the
Company emits).
 ITC's businesses generate livelihoods for over 5 million people.
 ITC's globally recognised e-Choupal initiative is the world's largest rural digital infrastructure benefiting
over 4 million farming families
 ITC's Sustainable Community Development initiatives include women empowerment, supplementary
education, integrated animal husbandry programmes.
WIPRO
Wipro, has not only helped in the creation of technology that helps in saving energy and preventing wastes, but its
corporate headquarters in Pune is the most eco friendly building in this sector all over India.

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 MARKETING 5.0: PUTTING UP BLOCKS TOGEHTER
MRF TYRES
MRF has launched the ZSLK series and this is all about creating eco- friendly tubeless tyres made from unique
silica- based rubber and also offers extra fuel efficiency to those who drive their vehicles.
PIDILITE
Pidilite has launched environment friendly synthetic resin adhesive named Fevicol AC Duct King Eco Fresh. It is
claimed to be the first eco-friendly adhesive of India and boasts of being an all-in-one adhesive. The company
officials say that this water-based adhesive spreads easily and smoothly at room temperature, without emitting any
harmful fumes and is suitable for residential as well as industrial projects
P&G INDIA
P&G India introduced compact detergents in India for Ariel and Tide using fewer raw materials and packaging
material, while ensuring superior consumer value. P& G India also redesigned the pump package of their beauty
product Olay, which reduces plastic consumption and is 25% lighter than the earlier packaging. Re-designing the
pump Ä package has saved over 400 tonnes of packaging a year
SBI
SBI is using eco and power friendly equipment which consumes less electricity in its new ATMs, which has helped
SBI to save power costs and earned it carbon credits. SBI opened its first green banking branch at Jotsoma Science
College in Kohima under the green banking initiative of State Bank of India
SUZLON
Suzlon Energy manufactures and markets wind turbines, which provide an alternative source of energy based on
wind power. This green initiative taken by the company is extremely important for reducing the carbon footprint.
TAMILNADU NEWSPRINT AND PAPERS LIMITED (TNPL)
Tamilnadu Newsprint and Papers Limited (TNPL) was awarded the Green Business Leadership Award in the pulp
and paper sector for the year 2009-10, based on the EVI Green Business Survey conducted by Financial Express
and Emergent Ventures India. This was given in recognition of two clean development mechanism projects
implemented by the company generating biogas from bagasse wash water, and using the same as a substitute for
furnace oil.
HONDA
Honda India introduced its Civic Hybrid car. However, initially it was unable to sell the same due to the high price.
The price was reduced to Rs. 8 lakh, and within a day, 98 Civic Hybrids were sold, which was more than what
Honda had been able to sell during the previous five months since its launch.
IDEA CELLULAR
Idea Cellular implemented its national campaign ‘Use Mobile, Save Paper’. The company organized Green Pledge
campaigns to save paper and trees. Idea decorated bus shelters with potted plants and tendril climbers to
communicate the green message.
CONCLUSION
Nowadays, green marketing has become necessary to save the world from environment pollution. From the
marketing point of view, a good marketer is not only satisfy the consumer needs but also produce and supply
products according to the choice of the consumers But the business firm should know the benefits of selling green
products . Consumers also ready to pay more amount to maintain a greener and cleaner surroundings. Consumers
are also aware about Initiatives Taken by Corporates about the attributes and use of products that’s why they
demand for green products. Making green products have to be achieved through out the complete supply chain. The
firms should work constantly to find out the green material, methods of making green finished product which are
commercially viable.

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REFERENCES
1. American Marketing Association. (2011, August 11). Dictionary. Retrieved August 11, 2011, from marketing power.
2. Antonio C, Sergio R, Francisco MJ. Characteristics of Research on Green Marketing. Business Strategy and the Environment 2009;
18: 223-239.
3. Carroll AB. Three-dimensional conceptual model of corporate performance. Academy of Management review 1979; 4: 497-505.
4. Chitra K (2007) In search of the Green Consumers: A perceptual study. Journal of Services Research 7: 173-191.
5. Chopra SL. Turning Over a New Leaf. Indian Management 2007; 64.
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7. Crane A. Facing the Backlash: Green Marketing and Strategic Reorientation in the 1990s. Journal of Strategic Marketing 2000; 8(3):
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8. Davis Joel J. Ethics and Environmental Marketing. Journal of Business Ethics 1992; 11(2): 81-87. Harendra Pal Singh Chauhanet.
al.,/ International Journal of Management Research & Review Copyright © 2012 Published by IJMRR. All rights reserved 844
9. Fernandez RD, Bhandarkar SM (2004) Green Marketing: An Indian Perspective.
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11. Ginsberg JM., Bloom PN. Choosing the Right Green-Marketing Strategy. MIT Sloan Management Review 2004; 46(1): 79-88.
12. Howe J, Bratkovich S, Bowyer J, Fernholz K, Stai S. Green Marketing-Growing Sales in Growing Markets, Dovetail Partners INC,
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India. Journal of International Consumer Marketing 18: 107-146.
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Avoiding Green Marketing Myopia. Environment, June-2006; 48.
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16. Kinnear TC, Taylor JR (1973) The Effect of Ecological Concern On Brand Perception. Journal of Marketing Research 10: 191-197.
17. Kotler P (2000) Marketing Management-The Millennium Edition Prentice Hall of India Private Limited, New Delhi.
18. Mathur LK, Mathur I (2000) An Analysis of the wealth effect of green marketing strategies. Journal of Business Research 50: 193-
200.
19. Ottman J. Green Marketing: Opportunity for Innovation. NTC Business Books, 2nd Edition, 1998.
20. Ottman JA, Stafford ER, Hariman CL (2006) Avoiding Green Marketing Myopia: Ways to Improve Consumer Appeal for
Environmentally Preferable Products. Environment Science and Policy for Sustainable Development 48: 22-36.
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responsibility: In Indian context, January 2011.
22. Polonsky M. An introduction to green marketing. Electronic Green Journal 2007; 1(2).
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http://gopher.nidaho.edu/1/libgopher/hibrany/egj.
24. Porter ME, Claas Van Der Linde. Green and Competitive: Ending the Stalemate. Harvard Business Review 1995; 119-134. [17]
Stanton WJ, Futrell C. Fundamentals of Marketing, McGraw-Hill, New York, NY, 1987.
25. Thakur G, Joshi NM, Chitale AK (2009) An Investigation Of Customers Awareness With Reference To Green Marketing Of
Automobiles. Indian Journal of Marketing.
26. Welling, Anupam CS (2010) Analyzing the Feasibility of Green Marketing in SME? Asia-Pacific Journal of Research in Business
Management.
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63-74.

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TOURISM MARKETING: A BOOSTER TO THE ECONOMY

*
Dr. Jaspreet Dahiya, **Vaishali Verma
*
Assistant Professor, Department of Commerce, Baba Mastnath University, Rohtak.
**
Reseach Scholar, Department of Commerce, Baba MastnathUniversity, Rohtak.

ABSTRACT
Now a days, for all the countries throughout the world tourism industry holds a special place in economic
development of a nation as it generates a huge amount of revenue, provides large number of employment
opportunities, connects business and organizations with each other and much more. But surprisingly, Tourism
Marketing is not much familiar to all and is still a relatively new concept. It is still an underdeveloped segment
which is mostly confused with the term „selling‟. The tourism industry includes many small enterprises (tour
operators, travel agents, agencies etc.) and very few of them uses marketing strategies, otherwise selling is done by
all of them. However, the way competition is increasing day by day, the relevance of marketing in tourism industry
is being acknowledged and needed for increasing the growth of this industry. Tourism Marketing is – „marketing a
destination‟. It refers to all the process, planning and strategies which are made to attract more and more visitors to
a particular destination. After analyzing all the aspects and concepts of tourism marketing, it can be said that
tourism industry cannot have the desired growth and impetus unless it is strongly backed up by intense promotional
and tourism marketing strategies. So, it becomes essential to market the tourism product in such a manner that it can
attract more and more people throughout the world. For this, 7 P‟s of Tourism Marketing Mix can be adopted so
that marketing can be done in an efficient and effective manner. Although there are 4 P‟s in marketing but in
tourism 4 + 3 P‟s are included which are slightly different from any other marketing as the goods and services are
not sold physically in tourism marketing.
Keywords:Tourism, Marketing Mix, Marketing, Tourism Marketing Mix
1.1 INTRODUCTION
The first recorded example of Tourism marketing was from the city of Detroit in 1895 when the city was
established as a destination for conventions. Now a days, for all the countries throughout the world tourism industry
holds a special place in economic development strategy as it generates a huge amount of revenue, provides large
number of employment opportunities, connects business and organizations with each other and much more. But
surprisingly, Tourism Marketing is not much familiar to all and is still a relatively new concept. It is still an
underdeveloped segment which is mostly confused with the term „selling‟.The tourism industry includes many
small enterprises (tour operators, travel agents, agencies etc.) and very few of them uses marketing strategies,
otherwise selling is done by all of them. However, the way competition is increasing day by day, the relevance of
marketing in tourism industry is being acknowledged and needed for increasing the growth of this industry.
Tourism Marketing refers to all those marketing strategies needed to boosts tourism industry, by satisfying all the
needs of each and every tourist. The tourism marketing is not that much easy as compared to other but at the same
time is not so possible also. Even it does not include physical goods yet proper planning and strategies can be made
to increase the demand and supply in tourism industry.
According to World Tourism Organization at Ottawa Seminar, “Tourism marketing is a management
philosophy which in light of tourist demand, makes it possible through research, forecasting and selection of
tourism product/services from suppliers, on the line with organization’s purpose and tourist satisfaction.”
Tourism Marketing deals with various services as tourism is a service, an intangible experience which is perceived
by tourists and is composed by various components like transportation, foods, attractions, hotel services and many
more. All the components are also interrelated and makes it more difficult in the process of tourism marketing. The
guest satisfaction is the foremost priority in the tourism industry so all the marketing strategies are made to fulfil
this point as well as with regards to other components too. Tourism marketing collectively includes many

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approaches and strategies to increase the growth of tourism industry as tourism industry is very important in the
growth of an economy. It contributes and generates huge amount of revenue which boosts the economy of a nation.
1.2 OBJECTIVES
 To understand the definition and concept of tourism marketing.
 To know the relevance of marketing in the growth of tourism industry.
 To understand a systematic approach to tourism marketing.
 To understand the 7 P‟s of Tourism marketing mix.
 Identify the skills that are important to boost tourism marketing.
1.3 CONCEPT OF TOURISM MARKETING
Tourism Marketing is a combination of two individual terms- „Tourism‟ & „Marketing‟. Therefore, it is necessary
to first understand the meaning of both the terms.
1.3.1 TOURISM
Tourism refers to the process of traveling of people from one place to another, which is different from their usual
environment for leisure, business or any other purpose. It also includes the activities of people while traveling to
meet their needs. So, tourism is much wider concept as it includes all the activities of a person while traveling to
and staying in different places.
1.3.2 MARKETING
Marketing refers to the process of buying and selling of goods & services from manufacturers to the end users. It
includes various activities like advertising, buying, selling etc. to meet the needs and wants of a consumer.
Traditional Marketing Mix/ 4 P’s of Marketing Mix
Price
Product
Price denotes the amount a customer must pay to procure a
A bundle of attributes for the purpose of exchange to satisfy the buyer.
product.
Promotion
Place
It includes all the activities related to promoting the
Place refers to that space which describe the distribution of the product.
product.

1.3.3 TOURISM MARKETING

In very short and simple words, Tourism Marketing is – „marketing a destination‟. It refers to all the process,
planning and strategies which are made to attract more and more visitors to a particular destination. The main
objective of tourism marketing is to increase the business in tourism, make it stand out from rivals, attract large
number of tourists, and generate brand awareness.
According to Paynter (1993), “Tour marketing is a systematic process consisting of marketing objectives,
strategies, schedules, marketing media which is focused on the specific market segment and is based on a
substantial return on investment”
1.4 FEATURES OF TOURISM MARKETING
The marketing of tourism is slightly different from other products as it is not a tangible product which can be sold
physically. There are many unique features that Tourism Marketing possess like-:
 The demand for tour package is highly elastic and it is seasonal in nature.
 An intangible service is being sold in tourism marketing as the experience of a visitor exist only in
memory after the trip is over.
 Travel agents/intermediaries/agencies are must as most tourist services are not located near the potential
customers.
 Tourism product is not movable as attractions, hotels etc. do not move and on the other hand transportation
moves but only till destination. A tourist can only enjoy it.

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 Production and consumption are closely interrelated as the service provided is composed of several
components and the success of anyone component affect the success of the other component.
 It creates desire of traveling in tourists.
 It creates the concept of competition by providing different marketing strategies.
 It includes wide coverage as marketing of general product can be limited but in tourism it is unlimited.
 Ownership of tourism product is non-transferable as it is buying & selling of services not a tangible
product.
1.5 A SYSTEMATIC APPROACH TO TOURISM MARKETING

Where are you now?

(Analysis)

How do you Where would you like

knowif you got to be?
there?
A Systematic Approach to (Research)
(Evaluation)
Tourism Marketing

How do you make How do you get there?

sure you get there?
(Planning)
(Implementing)

There are numerous ways or many approaches to Tourism Marketing but one of the best approaches is planning in a
systematic manner. First of all, the analysis can be done to know the present scenario that is „Where are we now‟,
then next point is doing research on „where would we like to be‟, means after analyzing the current situation one
can set the goal, next step is „how to achieve that goal‟, this step include all the planning made to reach the desired
goal, then next step include „how to make sure that we get there‟, this can be done by implementing the planning or
strategy that was made earlier, then after implementing the final step is „how do we know whether we reached there
or not‟, and this is done by evaluating all the process. After evaluating the above steps, finally the conclusion can be
drawn that whether we achieved the desired goal or not and if not, then further changes can be made in the process
so that a successful tourism marketing can be done. Each and every step in marketing a destination is important as
tourism industry is one of the largest industries that contributes in an economy.

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1.6 TOURISM MARKETING MIX
Marketing mix is the combination of various elements that interact and support each other to attain the objectives.
Basically, there are 4 elements in any marketing i.e. Product, Price, Place and Promotion but in tourism marketing 3
more elements are included i.e. Physical Evidence, People and Process.
1.6.1 PRODUCT
In tourism marketing, the main product is tourist satisfaction while visiting a particular destination which is based
on various tangible and intangible attributes like accommodation, attractions, transportation, restaurant facilities,
relaxation, learning, experiences and many more. The view of location, traveling to the destination, all the facilities
4 + 3 P’s of Tourism Marketing Mix
Product Price
 Accommodation  Cost
 Attraction  Demand
 Transportation  Competition
 Recreation  Duration
 Shopping  Mode of Transport
 Restaurant  Seasonal effects
Place Promotion
 Distribution  Advertisement
 Proper infrastructure, transport and communication  Campaign
 Different sites for tourists  Posters, Hoardings etc.
 Highlighting of unique feature of a particular
destination.

Physical Evidence People

 Main destination  Travel agents
 Bed if it‟s a night stay  Tourist Guides
 Restaurant  Airline crew
 Food  Tourists
 Hygiene
Process
 Provision for travel information
 Collaboration with provision of services
 Preparing the guidebook
 Planning & costing
 Ticketing
 Hotel booking
 Provision of different currency etc.
provided while traveling form the tourism product.
1.6.2 PRICE
Price refers to the actual cost of providing the tourism product. The price factor in tourism marketing depends on
various things like the actual amount paid by the tourist for a particular destination, the demand of a product, profit
margin, duration of a trip, mode of transportation adopted by the tourist while visiting a destination, the price of
rivals and most important season whether it‟s a peak or non- peak season as tourism products are seasonal in nature.
1.6.3 PLACE
Place is concerned towards the distribution of tourism product. It gives solution to „how to get the product in the
market‟. There are mainly two types of distribution-:
(a) Direct Distribution- when the company takes full control and responsibility to take tourism product to the
market.
(b) Indirect Distribution- when the company is not much involved in the process of reaching the product to the
market. There are many other intermediaries who takes control to take the tourism product to the market.
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1.6.4 PROMOTION
Promotion refers to the way of advertising the tourism product in such a manner that it defines the uniqueness and
informs all the things about the destination. The promotion includes various activities like advertising, campaign
etc. to attract more visitors. It is a process of highlighting the features of different location or destination so that the
tourist can know about the final output that what he will get at the end. The promotion is a very crucial step as it is
related to the initial information given to people which is not known by them and to convince them for adopting
their tourism product.
1.6.5 PHYSICAL EVIDENCE
The Physical Evidence in tourism marketing includes all the tangible tourism product and it is a good way of giving
positive and more attractive hints to potential visitors about the quality of the product. The Physical Evidence can
be easily understood by following flow chart-

Main tourist spot

Core
Accommodation
Physical Evidence

(if stay)
Restaurant Seat Map
Peripheral Hygiene
Security Food

1.6.6 PEOPLE
People are very important in any service and in tourism, service forms a large part of the product offering. It is very
important to ensure that all the people involve with the customers carry out excellent service delivery at all times.
There are many people who ensure services in tourism like tourist guide, travel agents, travel agencies, tour
operator and so on. All these people have the responsibility of satisfying and providing the customer needs and
wants as service excellence in tourism industry is a paramount.
1.6.7 PROCESS
The process is needed to plan and carry out all the operations smoothly. It also identifies and rectifies the problem
(if any) quickly. There are different processes opted in different marketing but in tourism marketing mix, the
process starts from the provision for travel information which provides all the information regarding traveling and
then it collaborates with provision of services provided while traveling. The guide map is also prepared to guide the
visitors and along with this planning of budget is also being done. Ticketing is also a part of process that defines as
a management tool which processes and catalogs customer redressal requests. The booking of hotels is also an
important part in tourism and various provisions are also made to offer an excellent service to all the customers so
that they can enjoy to the fullest.
1.7 MARKETING SKILLS FOR TOURISM
As marketing in tourism is different from any other industry, therefore the skills required in tourism marketing is
also slightly different. The marketing skills for tourism are as follows-:

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1.7.1 CREATIVITY
Creativity is the most important skill needed in marketing or in any other field as creative work attract more and
more people. In tourism marketing, creativity includes multitasking, flexibility, innovative product development,
attractive brochures & websites, current and fresh information about the tourism product, creating brand positioning
etc. The one who is creative has definitely an advantage in tourism marketing.
 Create something out of nothing  Create the branding, positioning and find the niche.

 Keep fresh and according to current scenario  Innovative product development

 Creativity in brochure, websites etc.  Multitasking and flexibility

1.7.2 COMMUNICATION
In tourism marketing, being able to communicate clearly with the potential customer or any other team member is
of great importance as it includes people from all over the world. As a marketer, to communicate a message clearly
to people of different regions is must because it is the initial step through which one can get idea of tourism product.
 Polite speech  Must allow visitor to speak
 Good personality  Letter, Fax, E-mail messages.
 Proper maintenance of travel documents  Courtesy calls

1.7.3 CUSTOMER SERVICE

Happy and satisfied customers are the core of every industry and it holds a slightly great importance when it comes
to tourism as along with happiness & satisfaction, coming back of visitors is also essential. Today most of the
popular brands in the tourism industry invest a lot in improving customer service skills by various means like
providing proper channel of feedback, on the spot services etc. Feedback is must whether positive or negative if the
feedback is positive more creative ideas can be made to attract the visitor for the same destination and if negative
feedback is received then improvement can be done so that it will help to other tourists also. So, customer service is
very important in tourism marketing.
 Proper feedback channel  Different modes of feedback
 On the spot or prior services instead of after sale services  Availability of human resource
 Proper communication channel  Reliable knowledge prior to visit

1.7.4 CULTURE & LANGUAGE

In tourism marketing, various strategies are made to attract more people to visit a particular destination and
marketing is done for the same. The potential customers in tourism marketing can be anyone, from anywhere and
from any culture & religion too. To make each and every customer satisfied a marketer should know about their
culture and languages. At least, three languages (mother tongue, national & international) must be known to tell the
customers about the tourism product. If anyone finds difficulty in understanding through language then replacement
of language should be there in form of various pictures, hoarding, actions, gestures etc. to make them understand
and to give each and every information about the peculiar destination. Some people are emotionally attached with
the culture and tradition of a place, this can also help in marketing.
 Must know three languages- mother tongue, national and  Knowledge about the different culture of target
international. customers
 Emotional value and connection  Replacement of language (if not understood) with
actions, photos etc.

1.7.5 SELF-MOTIVATION
Self- motivation is always needed in any kind of work and it can be done through commitment, enthusiasm and
some motivational factors like positive feedback from visitors in case of tourism industry.
 Commitment  High morale
 Enthusiasm  Provide effective and efficient service
 Motivational factors  Dedication

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1.7.6 TEAM BUILDING
As the scope of tourism marketing is much wider that results are not delivered by a single person. Hence proper
coordinated team work is essential to achieve the objective of attracting more people and moreover, it also gives
status recognition to all the team members.
 Socio cultural norms  Results are not delivered by a single person
 Team work leads to synergy  Team work gives status recognition to all
 Better coordination  Common working approach

1.7.7 EFFECTIVE ADVERTISING CAMPAIGNS

Effective advertising in key media can attract the travelers from all over the world as advertisements are directly
related to the people. It shares all the information directly to the potential customers but it is successful only when
the information provided is relevant and true.
 Directly related to the potential customers  Powerful videos and photography
 Solid messaging  Relevant and true information
 Eye-catching advertisements  Brand with consistency

1.7.8 DYNAMIC SOCIAL MEDIA STRATEGY

The strategy in tourism marketing which leverages the power of social media is considered as best marketing
strategy of all as it includes the involvement of visitors. When people share their experience on any social media
through photography and videos, it creates a feeling of FOMO (fear of missing out). But simultaneously proper
strategy should be planed that can thoughtfully respond to the negative reviews and experience of visitors.
 Leverage of social media results in best marketing  Attract more customers
 Involvement of customers  Boosts more tourism
 Influence people from celebrity endorsements  Beneficial to online as well as offline customers

CONCLUSION
Tourism marketing is the process of „marketing a destination‟, where, a destination can be anywhere which has the
potential to attract tourist in a large number. It includes various approaches and strategies to boosts the tourism
industry. Although the concept of tourism marketing is not much familiar but now a days it is increasing as the
tourism industry is growing very rapidly and contributes in the growth of economy. So, it becomes essential to
market the tourism product in such a manner that it can attract more and more people throughout the world. For
this, 7 P‟s of Tourism Marketing Mix can be adopted so that marketing can be done in an efficient and effective
manner. Although there are 4 P‟s in marketing but in tourism 4 + 3 P‟s are included which are slightly different
from any other marketing. Tourism marketing is itself unique as it is related to service and in this, the goods and
services are not sold physically like in any other industry.
At the end it can be concluded that tourism industry could not have the desired growth and impetus unless it is
strongly backed up by intense promotional and tourism marketing strategies. The tourism marketing strategies
should be innovative and creative, well-coordinated and communicated, and most importantly very well promoted
on various social media platforms because it is more crucial than other forms of marketing due to its intangibility of
product which can only be experienced by the visitors.
REFERENCES
1. Baldemoro, J.H (2013) “Tourism Marketing”
2. Bekk, M., Sporrle, M., & Kruse, J. (2016). The benefits of similarity between tourist and destination personality. Journal of Travel
Research, Volume 55, No.8, pp. 1008-1021.
3. Bhasin, H. (2019) “What is Tourism Marketing? Concept of Tourism Marketing”
4. Forteza, C. M., Cunill, O. M., &Merigo, J. M. (2018): Twenty-five years of the Journal of Travel & Tourism Marketing: a
bibliometric ranking, Journal of Travel & Tourism, Volume 35, No.9, pp.1201-1221.
5. Four Seasons Hotel Beijing. (2020). Lead with Care. Four seasons Hotels and Resort. . https://www.fourseasons.com/beijing/
6. Hattangadi, V. (2014) “4 Ps of Tourism Industry”

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7. Kotler, P., Bowen, J. T., Makens, J., Baloglu, S. (2017). Marketing for Hospitality and Tourism. Boston, MA: Pearson Education.
8. Tewari, C (2017) “Marketing – Tourism Destinations”
9. Zacharakari, V. (2020) “From Tourism to Marketing – How To Use Your Hospitality Skills To Excel In A Marketing Carrer”

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INTREGRATING TRADITIONAL MARKETING ANDDIGITAL

MARKETING: A NEW AND EFFECTIVE MARKETING STRATEGY
FOR BUSINESS SUCCESS
*
Dr. Reena Modi
*
MBA, PhD (Marketing Management), Associate Professor, Vishwa Vishwani School of
Business, Hyderabad.

ABSTRACT
With the advancements in technology the digital world has made everything so easily accessible for us. Now we can
do varied activities from orderingfood, clothes etc., to staying in touch with our loved ones through audio and video
calls, to market and advertise our products and services,and we can also connect to the whole world through social
media. Although, there are numerous and enormous advantages of digital marketing but still it can’t replace the
traditional methods of marketing in total. Both the strategies of marketing i.e. traditional marketing and digital
marketing are applied in integration to get the desired and best results for sales and mending profits.
Index Terms- advancements in technology, digital marketing, and traditional marketing.
INTRODUCTION
Today, all businesses are adapting digital marketing strategies. From posting a promotion online or having a
website or social media page, these endeavours are functioning well in this epoch.However, this move of focus
towards technology has also seen several businesses forget about the traditional marketing strategies that existed a
few years ago. Even if they are old, yet they have their advantages and can boost up sales still.
The digital revolution has been a drastic game-changer, but still it’s not the end-all be-all situation. That’s true for
marketing as it is for any other industry. For example, salespeoplestill make phone calls and do personal selling on
one-one basis with the customers, and retailers still invest in brick-and-mortar outlets despite the prevalence of
online shopping.
The traditional way of marketing has been popular for a decade because itproved fruitful for a really long span of
time. Now with the advent of digital marketing,it’sin the best interest of the marketers to integrate the “old-
fashioned” marketing methods with the latest digital marketing ones.
INTEGRATING TRADITIONAL AND DIGITAL MARKETING
 The easiest and most commonperspective for bringing these two strategies together is by including your
digital accounts on the printed ads. For example, we have seen advertisers adding their website address,
social media accounts and any other online address on hoardings. As people get fascinated by the colours,
images and writing on the printed ad, they also see a Facebook or Twitter page address written below. This
is fruitfulas people can always search the addresses when they go online the next time using their mobile
phones or PCs.
 To draw people to the appropriate landing page of websiteby using TV ads is becoming common. We all
know that TV ads are verycostly and are displayed only for a shorttime. However, they are highly
productive and quick. It is crucial for marketer to quickly highlight the appropriate page or website so that
people can visit to view more information. This has worked excellently, and it is anticipated to be an
effective marketing trend in present and in the near future.
 Another prominent trend is the inclusion of a barcode or QR code in print media advertisements that leads
to appropriate web page or social media page of the marketer. Still newspapers and printed magazines are
read by the public. They are sold everywhere or placed in beauty parlours and barber shops for people to
read as they receive services. If people read the ads section, they are likely to find a barcode or QR code
that they can scan with their phone and be directed to a specific page without having to type any address.
This is an effective and easy way of directing a traffic to a webpage for more sales.

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 Businesses can also use direct emails to run digital newsletter and magazine campaigns. After collecting
contact details about people from various sources, a newsletter, digital brochure or flyer can be sent
directly to people’s inbox. Today, almost all organizations are working tediously to convert their printed
media into digital media and send the digital media to people’s email addresses. Others are shared on
social media pages and websites successfully.
 Even word of mouth, which is an effective traditional marketing method, can be used to make aware
people of the existence of social media pages or a website. In most cases, this can happen at the point of
sale where the sales agents make all the efforts to ensure that the customers know this and so people are
informed that the business has an online buying platform, which is convenient.
INTEGRATING TRADITIONAL AND DIGITAL MARKETING
The apparent starting point for integrating traditional and digital marketing strategies involves crafting an unified
strategy across multiple communication channels to boost up reach and frequency including:
1. Traditional media
1. radio
2. TV
3. print, including magazines and newspapers, as well as flyers
4. direct, such as mail and phone
5. sales promotions, including discounts, rebates, as well as promotional items such as hats and t-
shirts
2. digital media
1. digital advertising across search, display and social
2. social or SMM (social media marketing), involving earned and owned media properties
3. SEO, SEM for your website
4. online events
5. online marketing
6. affiliate marketing
7. content marketing
8. mobile advertising
9. influencer marketing
Aprime element of developing a cross-channel marketing strategy entails crafting a message that reverberates with
your target audience, then progressing implementations of that message that work in various channels, since there
are obvious differences in creating messages for TV versus mobile versus social. Using alike tag lines, colors,
images, and tone across message implementations are critical. Otherwise, you risk confusing your brand image and,
rather than strengthen your message across media, each channel stands differently without providing the benefits of
increased frequency needed to speed up action.
EXAMPLES OF INTEGRATION OF TRADITIONAL MARKETING AND DIGITAL MARKETING
1. Snap Inc.: Spectacles
Snap Inc. understood the future possibilities and how to blend brick and mortar with online efforts. The company
placed “Snapbots” in selected cities. These were actually vending machines for Snap Inc.’s Spectacles
product .Thus, people were posting on social media while they waited in line caused the buzz to intensify.
2. LinkedIn: “In It Together”
This social media giant launched a campaign with a TV spot under the banner and tagline–“ In it Together”. It was
very interesting as it highlighted a number of businesses with videos shot in black and white documentary style
footage. A few of the other tools they implemented were video spots,outdoor ads and of course videos

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3. Apple
Apple does an excellent job of offering a consistent, integrated marketing strategy that merge beautiful store with a
heavy web-based business, each matching the design of the other.
4. Old Spice
Shortly after the TV ad first came out the “Old Spice Man” campaign took off online. Combining brilliant copy and
eccentric social strategies, the timing was priceless and well-targeted. The company had relied previously mainly on
TV and movie ads, which gave it a certain level of visual popularity. It was only after it started to integrate various
social strategies as well as banner and video ads and banner that it started to bring profuse attention back to the
brand via its website.
5. Porsche
In the past couple of years, they’ve been refraining from traditional marketing and using an innovative integrated
approach via social media to bring people together in real life.Porsche used a combination of social, events, video,
and radio to produce a buzz around their products. They were highly active on platforms like Twitter and Instagram
to create real-time experiences for their fans, and they even included streaming alongside 360-degree video to
connect after the event.
BENEFITS OF INTEGRATING TRADITIONAL AND DIGITAL MARKETING
1) Increases Public Relations
The combination of digital and traditional PR efforts lets the company reach more number of people. If a blog is
published in a magazine and is available online also, then there are greater chances of it reaching a wide range of
customers.
2) Helps in reaching both Active and Passive Audience
The two techniques complement each other very well. Traditional marketing is generally passive, while digital
marketing on the other hand ardently involves targeting audience. The intended goals can be attained by merging
television ads with social media posts.
3) Builds long lasting relationships
The traditional marketing techniques are extremely effective to reachwide consumer base whereas digital
techniques target more on reaching the specific target audience. The integration of both the techniques helps
marketers to create stronger relationships with customers.
4) Can helpto expand Across Multiple Channels
Print ads can be run andsimultaneously social media platform can be used for online advertising of brand. By
catching up with more number of channels, the reach of company’s message will improve effectively.
5) Promote Social channels via Traditional media
Traffic can be brought to company’s social media sites by advertising about them on television, radio and other
platforms.
6) Allows businesses to accomplish their Goals
By applying the blending mixture of traditional and digital marketing strategies, Businesses can accomplish their
goals in a better way by applying the blending mixture of traditional and digital marketing strategies.
7) Connects the public across all the channels
If a marketer’s advertisement is displayed among all the audience and across all the channels then there are better
chances of earning more clicks on it.

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8) Events can be organized through Online Campaigns
Traditional marketing also includes arranging meetings, conferences etc. to promote the business strategies.
Marketers can attract more number of people towards their meet ups by advertising about it on social media or
channels.
9) Company’s marketing strategy gets strengthened
With the emergence of digital marketing, it was thought that this would put an end to traditional ways of marketing.
But in spite of it both the techniques help in fortifying the marketing methods. Most of the marketers use print
media and online platform in collaboration for advertising and promoting.
10) Better Customer acquisition and brand recognition
Integration of old school ways with new ones helps company’s brand in becoming productive. Company can
motivate customers by displaying ad on television to visit an online destination. By applying traditional strategy on
online marketing strategy company can increase its brand’s customer acquisition.
These are the reasons as to why it is beneficial for the marketers to integrate traditional and digital marketing in
their tactics. Now businesses can make their marketing program more effective and productive.
CONCLUSION
Although more and more businesses are interested in focusing on digital marketing, integrating the two strategies as
seen above will have more advantages. It is right to strategize and analyze the benefits of bringing them together.
Those businesses that have already done this can adjure how fruitful it is. So whether a business is a well settled one
or a new startup, they should follow this integrated strategy to be profitable and successful.
REFERENCES
1) Digital marketing for dummies, second editionAuthored by Ryan Deiss, Russ Henneberry
Publisher: John Wiley & Sons, 2020
2) Digital marketing strategy: an integrated approach to online, second editionAuthored by Simon Kingsnorth
Publisher: Kogan Page Limited, 2019
3) Kotler on marketing Authored byPhilip T. KotlerPublisher: Simon and Schuster, 2012
4) Principles of marketing, fifteen Edition Authored by Philip T. Kotler, Gary Armstrong Publisher: Pearson Education, 2013

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ARTIFICIAL INTELLIGENCE FOR MARKETING AUTOMATION

*
Zenith Monteiro
*
Senior Instructor, International Training Institute – Knowledge village , Dubai

INTRODUCTION
To start, marketing is a method of interacting, forming, sharing, and providing valuable solutions to consumers,
collaborators, consumers, and buyers. At first glance, connecting the area of Artificial Intelligence with different
sales tactics appears to be extremely challenging, as studying or exploring this field requires one to look outside the
box. It was even impossible to believe an area where AI hasn't had an impact. Artificial Intelligence (AI) has
changed the marketing landscape all over the planet.
ARTIFICIAL INTELLIGENCE (AI) IN MARKETING
Artificial Intelligence Marketing (AIM) is a strategy for improving customer support by maximizing the use of
information technology. Big Data Analytics, artificial intelligence, and integrated systems into our existing source
of buyers are some of the strategies that used fulfill this mission. Such activities have led to the designation of this
epoch as "The AI Marketing Period," which necessitates a drastic shift in the way marketers engage with their
consumers and develop procedures to achieve their goals.
As per a survey done by Weber Company, people all over the world believe that the effect of AI on society would
be optimistic instead of just harmful. Besides that, a study titled AI- Ready or Not,II published by Weber
Shandwick in June 2016 polled 150 CMOs (Chief Customer Policemen) in the UK, China, as well as the United
States and found that about 55 percent of CMOs believe AI would have a significant impact on the brand image,
communication, and customer services, and also that AI will be stronger than social networks in so doing. With
about 2.55 percent of the entire business investing money in AI, advertising is actually the fourth biggest use case in
terms of resources expended and the sixth biggest industry affiliate marketer of AI technology.
ARTIFICIAL INTELLIGENCE'S ADVANTAGES (AI) PROMOTING
Examining several of the ways that artificial intelligence (AI) can help advertisers influence marketing campaigns
and results throughout the future:

 Web Page: Consumers can now use fast web pages to locate everything they are searching about at any
moment, thanks to the expansion of modern (Google, Yahoo etc.). Artificial Intelligence aids advertisers in
evaluating consumer search trends and identifying key places where they can concentrate their efforts.
 Innovative Advertising: With so much data at the fingertips, marketers can create more accurate and
effective digital advertisements. By analyzing a customer's keywords and contact details, AI solutions may
assist in the development of personal and professional experience.

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 Curated Material: Consumer analysis will assist advertisers in better understanding their consumers on a
personal level. AI can be used to filter prospective buyers and send unique material that is suitable and
appropriate for each community of prospective clients.
 AI Bots: Customer loyalty is just as critical as attracting new ones. Service quality is aided by artificial
intelligence. Chatbots and limited interaction are both run by AI Bots. Marketers can reduce their out-of-
pocket expenses and save time by using this method.
 Innovative Discovering: AI can be trained to incorporate previously hidden insights into current initiatives
in addition to using access to hidden insights. These AI solutions can become much better and much more
successful over time at removing garbage data and facilitating ultimate decision.
WHAT IS THE EFFECT OF ARTIFICIAL INTELLIGENCE (AI) ON MARKETING?
Huge data processing was becoming popular in the marketing world. Technologies are having an effect on the
business. Marketing people have a lot of room to communicate huge upside to AI's future data if they use such
innovating methods more often. Artificial intelligence is the capacity of computers to perform cognitive functions
that are comparable to those performed by human brains, like critical thinking, learning, practicing imagination,
thinking, perceiving, and communicating with the world.
Marketers' responsibilities are being delegated to machines as AI-powered marketing solutions gain traction. The
first graph shows data about the end results obtained by the use of AI Advertising. Graph 2 depicts AI adoption in
various industries and sectors.
To take advantage of AI, businesses must concentrate on three main areas: advertising and industrial leadership
development, retirement plans, and data competence. Storage capacity and data gathering increase over time, and
Intelligence systems are wiser. However, the success of these programmers is measured by how well companies
perceive responses and use them to establish considerable medicinal approaches.
Market analysis of Consumers: Advertisers' task is to deliver the right data to the right person time, and they choose
purchase behavior of the consumers to achieve this. Most businesses tend to group their customers based on
variables that are similar at the time. AI assists advertisers in identifying and understanding their consumers'
motivations. This data aids marketer in building long-term relationships with their clients.
Latest Developments: Specificity, prediction, and optimization are three polycrystalline silicon of advertising that
Artificial Intelligence is advancing. To improve useful skills, business leaders should concentrate on these three
fields. Automation is the method of using computers to make choices or assisting humans in making choices by
offering advice. Automated features include product recommendations and dynamic pricing. Predictions is the
method of developing models for possible scenarios based on trends discovered in previously documented data.
These forecasting systems expect to study and incorporate new data, implying that they are not static.
Customization includes the application of established accomplishment of objectives that are customized to specific
consumer segments. These specific measure every prospective consumers and group them together based on certain
common factors using detailed customer data.

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NEED FOR ARTIFICIAL INTELLIGENCE IN MARKETING

As shown in a report by Smart Insights, 55 percent of 100 senior advertisers from multiple companies are
implementing or contemplating AI in marketing practices. So, why is there a change from conventional marketing
to AI marketing?
Advertisers can handle a large amount of advertising data from a variety of sources, such as the internet, social
networks, and messages, in a shorter period of time. Aside from that, the insight they gain into the consumer and
their needs in a shorter time frame enables them to quickly improve campaign success and return on capital. As
either a consequence, advertisers may devote their time and attention to activities that are equivalent or better.
Another aspect that necessitates the use of AI in product sales is that it has become increasingly necessary for
businesses to identify and appreciate consumer needs and desires in terms of goods and services in recent years.

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This aids advertisers in determining who their main demographic is and, as a result, providing a more personalized
experience for customers. Marketers may use AI to better understand their consumers' attitudes, build consumer
insight, and improve the four Cs: Social Influence, Customer Service, and Customer Satisfaction are all facets of
customer targeting and lifetime value.
THE ESSENTIALS OF MARKETING WITH ARTIFICIAL INTELLIGENCE
Figure given below depicts the order in which key components are executed, from data collection to the
development of advanced solutions. AI marketing consists of a few main components that combine to make it as
successful as it is currently. These elements work together in the order described below:

Big Data is described as the collection of a large amount of data about customers' purchasing habits and also strong
parent' purchasing choices. It is also regarded as a marketer's ability to compile and segregate large data sets with
minimum human labor. Marketing people will use this altered data to ensure that the appropriate messaging is sent
to the right customer at the right time through their preferred channel.
Creating and using systems based on the known trends is what Quantum Computing is all about. When advertisers
try to extract meaningful data from massive data warehouses, a computer vision system comes into the equation.
This will aid advertisers in identifying and comprehending patterns or popular occurrences, as well as effectively
anticipating observations and responses, allowing them to comprehend the major factor and likelihood of such
actions repeated.
Solutions that are successful the final outcome, supplied by artificially intelligent advertising truly conceptualize the
globe in a manner similar a living thing would. The systems offered by AI can recognize the good design and
themes along all large data sets remarkably quickly. Though addressing technical aspects, AI solutions often
variety of communicative, emotions, and expectations in a human-like manner, resulting in widespread adoption of
this system.
APPLICATIONS OF ARTIFICIAL INTELLIGENCE IN MARKETING
The following are some of the forms Artificial Intelligence would be used in advertising:

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Algorithmic ads are a form of advertising that is purchased and sold automatically. Consumers and advertisers are
approached by advertisers, who then bind to drivability. Marketers pay buyers salaries in exchange for ads.
Techniques designed for consumer behavior analysis are used in technological innovations. Client cookie data will
be collected to assist consumers in making an informed decision and using this information for strong campaign
improvements. Targeted consumers or markets with a high probability of acquisition are shown specific ads over a
period of time.
WEBSITES PERSONALIZATION
Artificial Intelligence capabilities go beyond simply website designing from the ground up; they also help retailers
in enhancing the customer experiences through smart customization of job boards. Following chart illustrates the
numerous advantages of prominent properties. Personalization can be accomplished in two ways with such smart AI
algorithms:
 Push Alerts- Contextual display ads can be blinked and sent on selected consumer electronics using contextual
customization algorithm.
 Website Experience- After a thorough review of data items relating to a specific client, such as characteristics,
venue, web experience, computer, and so on, AI shows the best content and offers for that user.
As per Ever gage’s 2017 Real-Time Customization Survey, 33 percent of executives use AI to have personalized
websites. In the very same group of advertisers (noted above), 63 percent said they saw increased client rates and 61
percent said they had a great customer experience. Content development aided by AI
Wordsmith, a device artificially intelligent, can translate data into logical text. Marketers can save time by using
these automated content creation frameworks. Viewers are unable to differentiate between document written by
robots and text created by humans because these AI content creation tools are too smart. And according Gartner's
projections, computers will produce 20% of all market content by 2018. Machines can develop things with simple
templates and implementation details such as profits and losses summaries, stock market insights, sporting event
video clips, and hotels reviews.

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CHABOT’S
Smart chatbots are offering magnificent customer service in a number of industries, including apparel, education,
and banking. Through accessing vast quantities of consumer data, chatbots can also build custom content for
humans. They can grasp location or ecosystem requests in order to recognize trends, address problems, and direct
users to a source of the problem. Chatbots aren't just for customer support anymore.
CREATING PERSONAL EMAILS
Previously, marketing departments had to spend hours putting together and coordinating weekly emails for different
consumer groups. Marketers were unable to send customized emails to every single customer even after using smart
customer differentiation. Following the implementation of AI Marketing, both of these moves are carried out by
computers, requiring less manual labor. Beautiful handmade or text, according to 80 percent of advertisers, is more
successful than no personalized content.
Intelligence interactive emails could be generated after mapping the provider's email browsing history and site
background. Marketers were unable to send customized emails to every single customer even after using smart
customer differentiation. Following the implementation of AI Marketing, both of these moves are carried out by
computers, requiring less manual labor. Beautiful handmade or text, according to 80 percent of advertisers, is more
successful than no personalized content.
CHURN PREDICTIONS
Intelligence interactive emails could be generated after modeling the provider's email browsing habits and site
background. A very tool can collect data, build predictive models, and evaluate and validate those models on
legitimate users. Churn forecasts assist marketers in assessing Omni channel activities and finding consumers who
are losing interest. The data gathered can also be used to assess a customer's churning stage. Consumers can be
divided into two categories: speedy customers who leave customized products, and early buyers who may have long
term relationships with a company or service. On the one hand, early consumers can be enticed to continue using
product; on the other hand, re-engaging speedy consumers is challenging. For churn forecasts, neural networks must
be updated or even designed from the ground up for different goods or brands.
CONSUMER FEEDBACK AND PRICING POLICIES
Unless the job is done by humans, it will take a lot longer to crunch all of the data and adapt it to the customer's
behavioral trends, while AI will be able to do the same thing on the fly and have great advertising insights. With
applications neural networks are computational, Adaptive Yield helps brands like Sephora, Armani, and Under
Armor build actionable consumer segments. Marketers will use these methods to prevent out-of-stock goods from

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being sold to consumers who will almost certainly return them. Marketers may use pricing strategies to maximize
their revenue when unemployment is high.

AUTOMATIC SPEECH AND IMAGE RECOGNITION

Nowadays, machines are believed to have vision in the same way as humans do, and this is refers to as machine
vision. This sight can also be used to perceive a new image or picture at a good degree. To assess the veridicality of
visual perception structures, image processing uses computer vision and pattern recognition. Ai technology has now
been expanded to include voice recognition software, allowing them to understand and understand the user's spoken
words. Computer vision can help advertisers properly synchronize customer experience and internet services.
Recognition software has improved customer experience; for example, if a Photos App user inputs dog into the
search field, the app can show all of the animal pictures on his computer, or it can identify different emotions and
distinguish their images.
FORECASTING FOR BUSINESS
The sustainability of a company is determined by a number of dynamic and interconnected variables and powers
that are often difficult to measure. A major objective of marketing is predicting the precise future of the
organization or product that uses complex sets of outputs. Even so, some computer vision frameworks enable
marketers to compare inbound contact to conventional metrics in order to proceed with answers to more
complicated strategy queries. With the advent of AI Marketing, there are no longer any concerns about whether a
prospective is prepared for conversation or not, as data provides answers.
ARTIFICIAL INTELLIGENCE IN USE AN Summary OF THE Consumer LIFECYCLE
Advertising agencies have a tough time analyzing and anticipating customer journeys. Increasing consumer
themselves through blogs, Tweets, "likes," images, scan, reviews, and discussions, as well as other platforms.
Figure 4 depicts customer engagement and quality across time, as well as the function of artificial intelligence,
tendency analysis, and AI implementation at different stages. When done well, customer support is a strategic
growth driver; when done poorly, it is the largest measure of danger.
Artificial Intelligence entails the examination of historical data from a variety of market experiences with customers
and their reactions. This information aids in the detection of a persons personal interaction project success, such as
selection, promotions, version, and rate. Machine Learning methods produce observations through business
intelligence, and it is up to marketers to act on such observations or set clear guidelines for AI to act on them.

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Predisposition simulation is the calculation of the likelihood of subjects performing particular types of behavior
(e.g., buying a product) while taking into consideration different explanatory variables and confusing variables that
influence these behaviors. This conceivability is described as a dependent variable, which would be a likelihood.
The following are the 4 main phases of the consumer lifecycle:
1. GET IN TOUCH WITH
It may be difficult for marketers to track whenever a customer's need is caused because it occurs at the correct stage
instead of the product level. Customers undertake intentional potential offers to meet their requirements,
inculcating the product into consumers' perception range, is a crucial marketing tactic. Marketers' responsibilities
include the brand awareness and emphasizing critical reasons for concern.
2. ACT
When consumers write down the media representations, advertisers pitch to instill confidence in the products and
persuade them that they have been providing the biggest decisions possible.AI aids in achieving these goals by
disease prediction, lead tracking, understanding from user experience, and delivering insightful information.
Advertisers may also use psychological AI to detect their customers' public emotions about their product.
3. MAKE A CONVERSION
Advertisers change their emphasis from the selection process to the process. the proposed after customers determine
the value of their favorite brand and the sum they are prepared to pay. They do this by improving the brand's appeal
in relation to its rivals. With the assistance of AI, consumers' purchasing processes can be completely transitioned.
Marketers may use sophisticated buying mechanisms for their customers and use pricing strategies to monitor the
"sweet spot" for marketing.
4. PARTICIPATE
Customers may determine their pleasure with a specific brand at this point and decide whether or not it will resell
from such a product, i.e. engaging with the branded product. One of the determining factors is comment services,
and marketing can use AI to allow chatbots for better pricing. Marketers may segment their many important or
potential consumers and concentrate their customer service management campaigns more.
CONCLUSION
Advertisers are shifting from digital marketing to strong flavor as a result of AI Targeting, which is a new strategy
for them. Need for flexibility, adaptive layout, and complex behavior has long been identified, and AI's arrival has
initiated the process for this necessary marketing change. In terms of its use in marketing, the reach of AI has
grown. This advertising epoch can be both fascinating as well as intimidating and terrifying. Customization, voice
and computer vision, robotic process automation, churn forecasts, pricing policies, and consumer insights all

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became possible with the implementation of artificially intelligent advertising. The huge variety of data has allowed
advertisers to perform individualized business development and fulfil consumer needs to the fullest extent.
AIM is still in its infancy, but given its rapid growth, it is anticipated to reshape advertising business strategies.
Some consumer research topics may become redundant as technology takes over such functions and specialized
jobs are generated that involve promising possibility and expertise. AIM's marketing tactics and consumer behavior
are likely to change dramatically in the near future. In the near future, Target will undoubtedly erupt with even more
shocks.
REFERENCES
1. Weber Shandwick Homepage, https://www.webershandwick.com/wp-content/uploads/2018/04/AI-Ready-or-Notreport- Oct12-
FINAL.pdf, last accessed 2019/12/24.
2. Thiraviyam T., Artificial Intelligence Marketing, In: Proceedings of International Journal of Recent Research Aspects, pp. 449–52,
April (2018)
3. HBR Homepage, https://hbr.org/resources/pdfs/comm/people.ai/acceleratingsales.pdf last accessed 2020/02/12
4. Mckinsey Homepage, https://www.mckinsey.com/featured-insights/artificial-intelligence/ai-adoption-advances-butfoundational-barriers-
remain, last accessed 2020/02/07
5. InsiderPro Homepage, https://www.idginsiderpro.com/article/3302739/how-ai-is-reshaping-marketing.html Last Accessed 2020/02/19.
6. Smart Insights Homepage, https://www.smartinsights.com/managing-digital-marketing/managing-marketingtechnology/how-ai-is-
changing-the-role-of-the-marketer-in-2018/, Last Accessed 2019/12/20.
7. M. Avinaash, Dr. Jayam R., Artificial Intelligence - The Marketing Game Changer. In: proceedings of International Journal of Pure and
Applied Mathematics, pp. 1881-1890, 119(17), IJPAM (2018)
8. MapR Homepage, https://mapr.com/blog/demystifying-ai-ml-dl/. Last Accessed 2019/12/20.
9. Davenport T., Guha A., Grewal D., Bressgott T. (2020), How artificial intelligence will change the future of marketing, Journal of the
Academy of Marketing Science, pp. 24-42, 48(1)
10. Soni N., Sharma E. K., Singh N., Kapoor A. (2019) Impact of Artificial Intelligence on Businesses: from Research, Innovation, Market
Deployment to Future Shifts in Business Models, Journal of Business Research
11. Shahid M. Z., Li G. (2019), Impact of Artificial Intelligence in Marketing: A Perspective of Marketing Professionals of Pakistan, Global
Journal of Management and Business Research: E Marketing, pp. 26-33, 19(2).
12. Overgoor G., Chica M., Rand W., Weishampel A. (2019), Letting the Computers Take over: Using Ai to Solve Marketing Problems,
California Management Review, pp. 156-185, 61(4)
13. Ramya N., Dr. Ali M. SA (2019), Factors Affecting Consumer Buying Behaviour, International Journal of Advanced Research, pp. 563-
568, 7(1).
14. Raunaque N., Zeeshan Md., Imam A. Md. (2016), Consumer Perception Towards Online Marketing in India, International Journal of
Advanced Engineering, management and science, pp.1236-1240,2(8).
15. DR Quasim Md. T., Chattopadhyay R. (2015), Artificial intelligence as a business forecasting and error handling tool, COMPUSOFT an
International Journal of Advanced Computer Technology, pp. 1534-1537, 4(2).

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A STUDY ON CONSUMER’S PERCEPTION WITH E-COMMERCE

*
Dr. Bharat Pareek
*
Assistant Professor, Department of Business Administration, S.S. Jain Subodh P.G.
(Autonomous) College, Jaipur

ABSTRACT
With the development of Information and Communication Technology (ICT), a new business model has emerged in
the form of E-commerce. . It is a way of doing business online, in which business is done through electronic system.
In E-commerce, the purchase and selling of products and services, payment etc. is done through internet. The
businessmen and the customers have direct connection through e-commerce, in which the seller can directly interact
with the global customers. Thus, budget, convenience, time, mode of payment, savings, timely delivery, low rate,
choice, security, variety and customer satisfaction are the main characteristics of the e-commerce. E-commerce is
also identified as an Online Marketing, Internet Marketing, Web Marketing or Digital Marketing. Due to the ever
increasing number of internet and mobile users, online payment, online advertising and marketing etc. e-commerce
sector has opened new doors of business possibilities in India. E-commerce is a model for the modern world in
which small and medium entrepreneurs get a platform easily and they too can transform their business into a big
empire. The basic objective of this study is to find out consumer awareness and perception towards the online
shopping and the reasons of people like to shop online through e-commerce. Primary and secondary data have been
used to this research study. For the primary data collection, a survey was conducted among the respondents of
Jaipur city. A well designed questionnaire, were randomly distributed among 300 Internet users respondents for
interpretation and findings.
Keywords: Information and Communication Technology, Online Marketing, Web Marketing, E-Commerce,
Digital Marketing, Internet Marketing, Entrepreneur
With the development of Information and Communication Technology (ICT), a new business model has emerged in
the form of E-commerce. It is a way of doing business online, in which business is done through electronic system.
Internet has a very big role in it, due to which the modern business has become faster and easier than traditional
business. In E-commerce, the purchase and selling of products and services, payment etc. is done through internet.
The businessmen and the customers have direct connection through e-commerce, in which the seller can directly
interact with the global customers. In this process, the middlemen do not have to pay commission, thus both the
buyer and seller can avail the benefits. Its business area is very large and the business process can also be completed
in a few minutes. In this, from the booking of the order, the payment of money etc. can be done at home and the
delivery of the product is also available at home. The products and services available in e-commerce are also
reliable and customers can compare the products and prices before purchasing. In this way customer satisfaction is
also taken care of in e-commerce. Thus, budget, convenience, time, mode of payment, savings, timely delivery, low
rate, choice, security, variety and customer satisfaction are the main characteristics of the e-commerce. These
companies also provide rebate and discounts on festival period. Due to these characteristics, today the consumer is
moving from the traditional market to the online market.
E-commerce is also identified as an Online Marketing, Internet Marketing, Web Marketing or Digital Marketing.
There are four basic types of e-commerce – Business to Consumer (B2C), Business to Business (B2B), Consumer
to Consumer (C2C) and Consumer to Business (C2B). Today we are seeing the impact of e-commerce as online
orders, online advertising, online customer service, online marketing etc. Now days, the convenience of people has
become large due to availability of many products and services such as movie tickets, medical products, retail, gifts,
household items, electronic items, apparel, computer, footwear, bike, education, entertainment, baby care products
etc. through e-commerce. Due to the ever increasing number of internet and mobile users, online payment, online
advertising and marketing etc. e-commerce sector has opened new doors of business possibilities in India. Mobile
commerce (m-commerce) is a big contributor to the growth of e-commerce. Industry leaders believe that 70% to
75% of their revenue is generated through m-commerce. In fact, e-commerce has brought the world on a platform

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and global entrepreneurs and customers have connected. E-commerce along with infrastructure, also presents many
opportunities for the consumers and businesses. Its use does not matter for consumers such as time and distance
constraints. E-commerce is a model for the modern world in which small and medium entrepreneurs get a platform
easily and they too can transform their business into a big empire. Today the business connected with the e-
commerce sector in the country is around 25 billion dollars and it is estimated that in next 10 years this trade will be
around 200 billion dollars.
REVIEW OF LITERATURE
Dr. Bimal Anjum and Rajesh Tiwari (2011), “Economic and Social Impacts of E-commerce” the author
described in this research that consumers are mostly likely to purchase various items i.e. electronic items, household
items, apparel, footwear, home and kitchen appliances etc. A highly positive correlation has been seen between
broadband penetration and growth of e-commerce in China.
Richa Devgun and Dr. Parul Agarwal (2014), “A Study of E-marketing-its Impact on Consumer Behavior in
Ajmer, Rajasthan” revealed that youth are very fond of e-shopping due to convenience and time saving. They also
attract towards offers and discounts. Thus, according to their study, a positive relation can be seen between youth,
income and e-commerce.
Upasana Kanchan, Naveen Kumar and Abhishek Gupta (2015), “A Study of Online Purchase Behaviour of
Customers in India” in their research found that nowadays, youth are diverting from traditional market to online
market. Mostly educated and higher income group people are very much fond of e-shopping. Whereas some people
afraid of cheating. Thus, e-commerce companies should take transparency and security measures.
Dr. Sanjay hooda and Sandeep Aggarwal (2012), “Consumer Behaviour towards e-marketing : A Study of
Jaipur Consumers” in their study authors analyzed that due to debit card, credit card or online banking, e-
shopping is more convenient. Other than that, time saving, variety and quality are other factors which attract buyers
to purchase from online marketing sites. Consumers are also prefer e-booking, e-ticketing and e-billing. Authors
also found that there is a close relation between occouption, income, age and e-commerce.
Sumangla Rathore and Avinash Panwar (2011), “A Study on Internet usage Pattern with Special Reference
to B2C E-commerce in Rajasthan” the author concluded in this research that in comparison to older persons,
youth are mostly uses internet and online shopping. It has been seen that now a day’s internet and e-commerce is
used frequently by the youngsters due to debit or credit card facilities or net banking.
OBJECTIVES OF THE STUDY
The basic objective of this study is to find out consumer awareness and perception towards the online shopping.
Besides this to study the impact of demographic factors i.e. age, education, gender and income with e-commerce.
Other than that, to know, what are the reasons that today people like to shop online through e-commerce companies
and which online shopping site they mostly use to purchase the products? Additionally try to find out if they are
satisfied through e-commerce.
RESEARCH METHODOLOGY
SOURCES OF DATA
Primary and secondary data have been used to this research study. For the primary data collection, a survey was
conducted among the respondents of Jaipur city. For this purpose, a well designed questionnaire, which have some
demographic profile, consumer perception and satisfaction related questions was given for filling. Hence around
300 respondents were selected to give the answers with random sampling so that primary data can be collected. The
filled up questionnaire were collected and analyzed so as to make proper interpretation and findings. The secondary
data was collected from the books, journals, websites etc.

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SAMPLING PLAN
As it is impossible to research the whole universe, to know about the nature, we can take only samples from the
universe.
 Sampling Units : Customers of e-commerce sites/companies.
 Sample Technique : Random Sampling
 Research Instrument : Structured Questionnaire
 Contact Method : Personal Interview
SAMPLE SIZE AND AREA
For the primary data collection, a random survey was conducted in Jaipur city. For this purpose around 300
respondents were selected. In this study, only residents living in the city area were included during random
sampling. All the customers were Internet users and are fond of purchasing from online marketing companies.
Demographic profiles such as income, gender, age etc. have also been specially taken care of at the time of random
sampling.
SCOPE OF THE STUDY
The main scope of this research work is to find out the consumer perception about e-commerce and to study the
impact of demographic profile on e-shopping. To complete this study, primary and secondary have been collected
and used. The main work area of this study is Jaipur city. In this study, only residents living in the city area were
included during random sampling. All the respondents were Internet users. This study gives guidelines for future
research study.
LIMITATIONS OF THE STUDY
The area of the research work was Jaipur city and only residents living in the city area were included during random
sampling. Although Jaipur is known as heritage city and most of consumer are depend upon traditional market but
today the increasing number of mobile and internet users has increased the possibilities of e-shopping. Hence, to
collect the primary data 300 respondents have been selected and it is quite possible that the primary data collected
from the respondents may be biased. Time and money are also important factors, which are considered as
limitations.
Data Analysis
Table 1.1
Age Group 0-15 yrs. 15-30 yrs. 30-45 yrs. 45-60 yrs. 60 yrs & Above Total
Male 11 94 56 32 07 200
Female 06 48 27 17 02 100
Total 17 142 83 49 09 300

As the data shown in table 1.1, most of the respondents (142) in the age group 15-30 yrs are very fond of
purchasing from the e-commerce companies. The main reason is that they are very much familiar to use internet and
they also like to search new products and services according to their choice, interest, budget, quality etc. from
various e-shopping sites. The respondents in the age group 30-45 yrs. are standing on the second position to use
frequently e-shopping sites and internet. Thus it can be said that e-shopping is very popular among the youth. On
the third position respondents in the age group 45-60 yrs. are 49. In this age group mostly people are not familiar
with computer, mobile or internet so that they are not using internet frequently. On the other hand, only 9
respondents are there who are using internet or e-shopping sites for purchasing products and services through these
sites. Lack of proper knowledge about computer, mobile and internet is the basic reason behind it. Whereas, 17
respondents are there in the age group 0-15 yrs. who are using internet and eager to buy products from e-shopping
sites.

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Table 1.2
Education Upto Secondary Upto Graduate Upto P.G. Professional Total
Male 13 81 36 70 200
Female 06 33 27 34 100
Total 19 114 63 104 300

According to table 1.2, most of the respondents (114) having graduate degree are very keen to buy the products
from e-commerce. The basic reason is that in our schools and college’s computer education is providing to the
students, thus they become friendly with using computer and internet. Besides this mostly parents are providing
smart phones to their ward in colleges due to their educational need and these college students are frequently using
internet. On the other hand, 104 respondents having professional degree have shown their interest for using e-
shopping sites. These respondents are both self-employed or working in private companies and frequently using
internet. Whereas 63 respondents having post graduation qualification are using internet and they are buying
various things and services from e-commerce. Thus, it can be said that mostly youth having graduate, post graduate
or professional qualification are shopping from e-commerce due to variety, time saving, price and offers. Only 19
respondents are there, who are purchasing from e-commerce. The basic reason is that they have less knowledge
about computer, mobile or internet thus they are not frequently using e-commerce sites.

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Table 1.3
Income 0-10,000 10,001-20,000 20,001-30,000 30,001-40,000 More than Total
40,000
Male 04 15 28 62 91 200
Female 01 09 21 32 37 100
Total 05 24 49 94 128 300

As the data shown in table 1.3, most of the respondents in the income group more than 40,000 are the internet users
and like to purchases various products and services from e-commerce. Basically, variety, low rate, convenience,
time, choice, timely delivery, budget, savings, security, mode of payment and customer satisfaction are the focal
points which attract higher income people to purchase products from e-commerce. Whereas there are 94
respondents who fall in the income group of 30000-40000. On inquiring from them, it was known that these people
purchase from e-commerce due to low rate and savings, apart from this they get many offers and discounts along
with variety & quality. On the other hand, 49 respondents who fall in the income group of 20001-30000 told that
they do buy products and service but not regular basis. They often use internet and e-commerce. There were 24 and
05 such respondents who were in the income group 10001- 20000 and 0-10000 respectively. Both the income group
respondents were fewer users of internet and e-commerce and they were mostly buy to fulfill their necessities from
traditional market.

Table 1.4
Reason Price Variety Quality Online Payment Time Saving Total
Male 60 29 43 37 31 200
Female 36 15 20 17 12 100
Total 96 44 63 54 43 300

According to table 1.4, most of the respondents (96) are like to purchase from e-commerce due to reasonable price.
Apart from this they can also avail the benefits of offers and discounts which are introduced by various e-commerce
companies at time to time or on the festival periods. Secondly, most of the respondents are very sensitive about
quality and the quality which they want; they get from e-shopping. On the other hand, 54 respondents are interested
e-shopping due to payment mode i.e. debit card, credit card, net banking or NEFT etc. Thus there is no need to have
hard cash. Whereas 44 respondents need variety and they are buying from the e-commerce due to variety of
products and services. There are 43 such respondents who gave their vote to time saving. According to them time is
very precious and they don’t have such time that they go for traditional market due to their professional life.

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Table 1.5
Sites Snapdeal Myntra Amazon Flipkart India Mart Total
Male 39 31 55 48 27 200
Female 20 16 28 22 14 100
Total 59 47 83 70 41 300

Looking at the table 1.5, it is known that there are 83 respondents who like to buy from Amazon, the main reason
they said that they are influenced by the quality, variety, price and offers. Apart from this Amazon is a well known
e-commerce company that people can trust on it. Whereas 70 respondents told that, Flipkart is the second favorite e-
commerce sites from where they like to buy the products. On the other hand, 59 respondents give their votes to
Snapdeal. It is also a popular site and offers, price and product range are basic things to buy from this site. Apart
from this, 47 and 41 such respondents who are interest to buy the products from Myntra and India Mart
respectively.

CONCLUSION
As a result of the said research, it can be said that today, most of the e-commerce users are young and educated
people in India, who are very sensitive about quality, rate, variety, offers and time. Today, e-commerce in India has
greatly affected the traditional market. Nowadays, people’s life has become convenient due to the e-commerce.
Although the number of internet users in India is still much less than the developed countries, but gradually the
number is constantly increasing, which indicates that consumers in India are moving from the traditional market to
e-market. E-commerce not only facilitates variety or price reduction, but it also pays full attention to consumer
satisfaction. E-commerce allows consumers to purchase goods and services at home according to their choice,
fashion and habit. Along with this, the facility of debit, credit card or online banking makes this task even easier.
Although there are still many obstacles in the development of e-commerce, but the way e-commerce has developed
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in India in the last few years, on the basis of this, it can be concluded that in the upcoming years, e-commerce
industry in India will be emerged as a leader, leaving behind the traditional market.
REFERENCES
1. Banerjee, N. Dutta, A., & Dasgupta, T. (2010), “A Study on Customers Attitude Towards Online Shopping – An Indian Perspective”,
Indian Journal of Marketing, 40 (11), 43-52.
2. Chandini A.V. and Nagendra (2016), “An exploratory study on consumer attitude towards online grocery shopping”
3. Dr. Bimal Anjum and Rajesh Tiwari (2011). “Economic and Social Impacts of E-commerce”.
4. Richa Devgun and Dr. Parul Agarwal (2014). “A Study of E-marketing - its Impact on Cons umer Behavior in Ajmer, Rajasthan.”
5. Dr. Seema Agarwal (2013), “A Study of factors affecting online shopping behavior of consumers in Mumbai region” Tactful
Management Research journal, ISSN : 2319-7943.
6. Dr. Payal Upadhyay and Jasvinder Kaur (2017), “Analysis of Online Shopping Behavior of Consumers in Kota City”, Shiv Shakti
International Journal in Multidisciplinary and Academic Research (SSIJMAR) Vol. 2, No. 1, January-February (ISSN 2278-5973)
7. Dr. Sanjay Hooda and Sandeep Aggarwal (2012), “Consumer Behavior Towards e-marketing: A Study of Jaipur Consumers”,
www.researchworld.com, Vol. – III, Issue 2(2), 2012 (107).
8. John B. Horrigan (2008), “Online Shopping”
9. Sumangla Rathore and Avinash Panwar (2011). “A Study on Internet usage Pattern with Special Reference to B2C E-commerce in
Rajasthan”. IJBER.
10. Upasana Kanchan, Naveen Kumar and Abhishek Gupta (2015), “A Study of Online purchase behavior of Customers in India”

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SOCIAL MEDIA MARKETING AND WEB MARKETING IN FOOD AND

BEVERAGE INDUSTRY
*
Shiwali Bhatia
*
Assistant Professor, Department of Home Science, Devki Devi Jain Memorial College for
Women, Ludhiana, Punjab.

ABSTRACT
In today’s digital world everyone relies on digital channels for information, communication, education, enjoyment,
relaxation and purchasing. Day to day hundreds of new challengers are emerging to detain the attention of
consumers. Effectual social media marketing is an indispensable feature for growth in new-fashioned food and
beverage industry. For this your company needs to enhance its marketing knowledge. Your workforce should better
understand that how to use social media to sell. Videos followed by images and finally the written text works best
on social media platforms. One should always remember that customer care is the first and the most important
marketing move for example responding to the queries and comments of the target audience. The ultimate goal of
digital marketing is to build brand awareness, finding new customers, retaining the existing customers and
strengthening the profit.
Key words: Social media marketing, web marketing, digital marketing, food and beverage industry
INTRODUCTION
According to Newton (2019) the beginning of the marketing could be 1953 known as marketing 1.0 era where the
companies spent a considerable share of their budget to build up awareness for their brand. Marketing 2.0 era
started during 1995 marked with the beginning of the internet with Google and Yahoo. In 2004 Facebook
introduced marketing 3.0 era along with LinkedIn and Twitter. In this era inbound marketing became a priority.
Marketing 4.0 era get off the ground with the use of apps like WhatsApp, Instagram, Snapchat and Uber. Now we
are at threshold of marketing 5.0 era where collaboration is required with Artificial Intelligence (AI) which requires
a great deal of human assistance and cooperation. According to Kartajaya et all (2021) marketing 5.0 is the
implementation of human-imitating technologies to generate, converse, provide and augment value across the
customer journey by including Artificial Intelligence (AI), sensors, robotics, virtual reality, Internet of Things (IOT)
and blockchain etc as technology can boost marketing. Food is both a necessity and a pleasure and undoubtedly the
ruler of social media, which we can easily observe by browsing our social profiles such as images of mouth-
watering dishes, tutorial videos from famous chefs, tables shared among companions and fellow workers are few of
the examples. Food and beverage industry is a vast and divergent sector ranging from branded restaurant chains to
manufacturers and retailers. It is a sector that deals with mandatory commodities for everyone. Doxee marketing
team found that food and beverage sector in all its form is a huge hit on Facebook and Instagram. Briefly food and
beverage sector are ubiquitous on social media. According to Chen (2020) food and drink types of images are some
of the most popular types of content on Instagram and in case of restaurants Facebook pages provide the easiest way
to put in information like address, opening and closing hours and the most-busiest hours etc.
Internet has radically revolutionized nearly every facet of our lives. Technology is an indispensable part of today’s
life. Business and corporations recognize the importance of internet which offers them attractive possibilities to
attract and connect with customers and to reach a greater number of potential buyers (Anonymous 2020). Sachin
(2020) stated that during 2020 people spent average eighty minutes a day watching online videos and 48.9% of the
customers find a new restaurant through social media network especially through Instagram and Facebook being the
most favourite sites.
Social media marketing is a sort of internet marketing that includes generating and distributing or circulating
content on social media networks like Google+, Facebook, Twitter, Instagram, YouTube, LinkedIn and Pinterest in
order to attain marketing objectives. Social media marketing encompasses actions like posting text, graphics,
illustrations, photographs, videos etc that bangs audience engagement. Social media marketing is an influential
strategy for all sizes of businesses to reach possibilities and customers. Impressive social media marketing can

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attract exceptional accomplishments to any business. According to Doxee marketing team (2020) Videos followed
by images and finally the written text works best on social media platforms as 92% of the social media users view
videos online and 78% of the organisations consider it an effective business tool. Moreover 53% of the ―foodie
videos‖ are the preferred content. Social media communities are the giant-sized and the most truthful source for
feedback. Today not having a social media account for your business inevitably puts you down your competitors.
Web marketing is the procedure of adopting internet for marketing of business by using banner ads, social media,
search engines, blogging, web videos and email which takes your message to the big wide web as tons of people use
internet every day. Web marketing has some unique benefits like easy to adapt and edit, cost-effective, focused and
measurable (Sherman 2019).
DIGITAL MARKETING STRATEGIES FOR FOOD AND BEVERAGE INDUSTRY
According to Minaudo (2018) digital marketing has a huge influence on the customers to decide that where to feast.
One of the best ways to exhibit your restaurant, grocery store or food product is to share on social media by posting
images or videos of your business. Highly engaged social media platforms have given even ordinary people a
pronounced possibility to create and promote their own brand by effectual participation. Following are some of the
effective strategies for digital marketing in food and beverage industry.
CREATE CONTENT
Content is the means to dispense your information to the audience in the form of words, images or videos. A
precondition to grab your audience attention in extremely noisy world is to give them something valuable worth
their time. Human beings value sources of entertainment and knowledge. The creation of valuable and
knowledgeable information is known as content marketing. Images are the chief characteristic of a brand image on
social media. Revealing your brand story through appropriate images will have an influential and lasting impact.
Companies should keep posting original content every other day hiring a professional photographer because an
image is worth a thousand words. Live videos are also one of the best ways for promoting your brand. Good quality
content helps drive traffic to your site and helps to establish trust and authority with your audience. According to
Gharal (2019) ―content is the king‖ which helps to creates brand awareness and builds confidence amongst your
prevailing as well as soon-to-be customers.
CREATE A BLOG
Blogging is the best way to make certain that your firm or brand get some online recognition. Including a blog to
your website and posting on daily basis helps you to drive traffic to your website. According to Panchal (2018) one
can create interest in its target audience to visit your blog by writing about the health benefits of one of your food
ingredients or by writing fun posts with simple recipes using your food ingredient. Create interesting food blogs and
post on all social media platforms like Facebook and Instagram pages and drive paid traffic to reach your target
audience (Surya 2019).
BUILD YOUR WEBSITE
Websites play an important role in digital marketing as these can be a representation of your whole business. Build
a visually appealing and mobile-friendly website to showcase your food products and post original photos and
videos of your products to add authenticity. Moreover, the site should be user friendly, make sure that the pages
load quickly by constantly monitoring your page speed. A good website reflects your business brand, offers high-
quality content and is easy-to-navigate. Websites are able to express much more information and details about how
guests engage with your website and brand than social media analytics. Websites can provide good customer care
service because of the options like live-chat and commenting on articles moreover, quick response makes clients
happy. Email marketing
One can stay connected to its target customer via Emails like greeting messages, exciting or customised offers and
deals, sending a newsletter, informing about contests etc. Companies should keep on sending their customers and
pampering them with exciting deals. Email marketing is a very personal way to reach your target customer. Emails
can be customized according to customer needs so that every communication is pertinent to their interest. Email
marketing is quite measurable as companies can track who opened the email, which links were clicked and how
many people unsubscribed etc. So, companies can make adjustments and improve their effectiveness. Email
marketing can be used for branding, participation, purchase and investment, reservation, direct selling, generating
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traffic, getting frame of reference and much more, making it one of the most versatile tools for any business to
grow. Three types of emails can be used for email marketing:
 Transactional emails- to provide customer service and are send by automated system.
 Relational emails- to engage subscribers and build relationship with them like sending newsletters, event
confirmation, contest announcements etc.
 Promotional emails- for generating sales like new product release, trial offers etc.
HIRING OF INFLUENCERS
Influencer marketing involves cooperation and partnership with well-liked and favoured influencers to promote
your brand and increase revenues because influencers share a strong rapport with fan communities. Influencers
generally have in-depth knowledge about certain subjects having power to motivate their followers to take decision.
In recent years influencer marketing has become one of the most important tools for digital marketing as more and
more people are turning to their favourite celebrity for guidance and recommendation on buying decision (Singh
2018). If your budget allows you can hire some celebrities or trendsetter having a huge number of fan followers to
endorse your brand on social media. According to Panchal (2018) one can also approach food bloggers to promote
your brand. Sachin (2020) stated that influencer marketing influences nearly 75% buying decision. According to
Chopra et al (2020) social media platform and organisations are realizing the power of influencers in determining a
buying decision as right type of influencers can help to increase brand awareness by offering curated advice, stories
and suggestions to create engagement with the audience and may have a favourable impact on consumer behaviour.
CHOICE OF PACKAGING
Packaging is an art of confining or safeguarding the product for storage and sale especially in case of online
purchase the product has to travel through a channel of distribution, Food packaging is a business and operational
strategy and companies should ensure that each of their food package is share-worthy work of art on social media.
Here the aim is to make your product look so alluring and delightful that the customers wish to take a photo of it
and share on their social media accounts. Keep in mind that the packaging should be made of bio-sustainable
material because today’s consumer is very much aware about the pollution and waste management so the food
manufacturing companies should commit to remove plastic from their products and focus on biodegradable
packaging. According to a study conducted by Kumar and Kapoor (2019) majority of the young customers were
willing to pay a premium price for good quality packaging. Oaya et al (2017) stated that packaging of the products
is one of a way to gain consumer notice and package becomes an ultimate selling preposition stimulating impulsive
buying behaviour. So, organisations should concentrate on the packaging to attract and retain the interest of their
customer.
SEARCH ENGINE OPTIMIZATION (SEO)
SEO is of fundamental importance in digital marketing where emerging amidst the top Google results matters. SEO
is responsible to take your business to higher position and keep you above all your competitors. It includes
numerous tactics and plans to increase the number of visitors to your website and hence results in higher ranking of
the website. If an organisation does not invest in SEO then all the efforts done will go waste. SEO will help your
target audience to find your site and learn more about your products. SEO should be considered as an optimistic
practice with long term benefits. There are three types of SEO which can be implemented- On page SEO, Off page
SEO and Technical SEO (Desouza 2020). In food and beverage industry it matters for restaurants, manufactures as
well as retailers. According to Sachin (2020) ―restaurant near me‖ receives around 6.2 million organic searches per
month so the companies should check for effective local SEO strategies.
INCLUSION OF VOICE TECHNOLOGY
There is massive use of voice technology such as Apple’s Siri, Google Assistant, Amazon Alexa and Samsung
Bixby in all sectors especially in food and beverage sector. Anonymous (2019) stated that McDonalds has added
automated drive-thru where the idea is to have a machine on the other side of the digital phone, instead of a person
to take order. According to Sharma (2020) 40% of adults and 55% of teens use voice search daily. Global brands
like Dominos, Nestle and Johnnie Walker are using voice technology to better connect with their customers because
twenty four percent of the internet users prefer using voice assistant to interact with a company. Euromonitor
International reported that due to Covid-19 consumers are becoming more comfortable with voice technology

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because they don’t need to touch surfaces to use them (Bergstrom 2020). As the consumer is embracing voice
technology in day-to-day life, marketers need to ensure that they have comprehend all the measures in the creation
of the voice so that it remains true to the brand and its perception.
GPS NAVIGATION SYSTEM
GPS has emerged as an important factor in transportation and logistics services. GPS provides satellite tracking
services which are useful in broad span of commercial and private applications. List your business on GPS
navigation system so that it becomes easy for your potential customer to find your location using google maps
(Surya 2019). Using GPS can show you the quickest way to your destination, preventing someone from getting lost
on unfamiliar streets and helps to save precious time. Companies can use GPS to enhance their current suite of
services to serve their customers. In food and beverage industry GPS enables efficient and on-time delivery,
knowing the exact location and efficient route to reach your customer.
UNDERSTAND YOUR TARGET AUDIENCE
It is very important for companies to understand their audience that who they are, where they live, their conduct and
doings, their inclinations, their passion and potential etc and all this is possible with digital data analysis. Accurate
and utilitarian analysis of data leads to better understanding of the target customer. Understanding your customer’s
unique needs is of paramount importance because customers don’t have time to waste on low quality content and
can turn to dozens of other options which fit their needs.
RUN SOCIAL MEDIA ADS
Social media advertising is an important tool for food and beverage companies which provides more specific
targeting that allows to reach your target audience.
CONCLUSION
Social media and web marketing are extremely important element in any business marketing and helps to strengthen
your personal relation with your customer. Social media and web marketing is not only about the selling and
purchasing of goods online rather it is a source of social interaction, entertainment, news and exposure towards a
new brand. If you want to become the well-known brand, you need and online marketing campaign to help you
attract target customer. Companies should keep on checking their SEO and keep working on organic traffic to retain
acquired customers. SEO also help your website rank high among search engine. Make personalised marketing top
priority for your business. Extend personalised email marketing campaigns to drive more online traffic and augment
customers. Product attractiveness is very important to gain consumer acceptance so, companies should pay attention
to the packaging of the product. In today’s digital era success in any business can be achieved in less amount of
time, if efficient digital marketing techniques are applied.
REFRENCES
1. 6 Social Media Strategies All Food Brands Should Be Using Right Now | Pivot Six
2. Anonymous (2019). McDonald’s buys startup to add automated drive-thru ordering. McDonald’s buys startup to add automated
drive-thru ordering | Ad Age
3. Anonymous (2020). Web marketing explore the strategy of web marketing. Web Marketing – Marketing Schools (marketing-
schools.org)
4. Bergstrom N (2020). How marketers can capitalize on the rise of voice technology. How marketers can capitalize on the rise of voice
technology (clickz.com)
5. Chen J (2020). The complete guide to social media for restaurants & bars. Complete Guide to Social Media for Restaurants & Bars |
Sprout Social
6. Chopra A, Avhad V and Jaju S (2020). Influencer marketing: an exploratory study to identify antecedents of consumer behaviour of
millennial. Business prespective and research. 9(1) 77-91.
7. Desouza A (2020). What is the role of SEO in digital marketing? What is the Role of SEO in Digital Marketing?
(searchenginepeople.com)
8. Doxee marketing team (2020). Food and beverage in the social media world: how to make the most of their power. Food and
Beverage sector in the social media world: best practice (doxee.com)
9. Food & Beverage. Social Media for the Food & Beverage Industry — Social T. | Social Media Agency

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10. Gharal S (2019). 7 Reasons why content marketing is important! number 7 is a must read! 7 Reasons Why Content Marketing Is
Important! Number 7 Is a Must Read! - Digital Doughnut
11. Kartajaya H, Setiawan I and Kotler P (2021). Marketing 5.0: Technology for humanity. The marketing journal. ―Marketing 5.0:
Technology for Humanity‖ – An Interview with Hermawan Kartajaya and Iwan Setiawan (marketingjournal.org)
12. Kumar N and Kapoor S (2019). Does packaging influence purchase decisions of food products? a study of young consumers of India.
(PDF) Does Packaging Influence Purchase Decisions of Food Products? A Study of Young Consumers of India (researchgate.net)
13. Minuado A (2018). Top digital marketing trends for the food and beverage industry. Top Digital Marketing Trends for the Food and
Beverage Industry | UpCity
14. Newton E (2019). Marketing 5.0: A view to marketing in the 2020s and beyond. Marketing 5.0: A View to Marketing in the 2020s
and Beyond (linkedin.com)
15. Oaya CZT, Newman O and Ezie O (2017). Impact of packaging on consumer buying behavior in nasarawa state. International journal
of sciences: basic and applied research. 36(4) 28-46.
16. Panchal H (2018). 12 Ways to use digital marketing effectively for the food industry. 12 Ways to Use Marketing Effectively for the
Food Industry (singlegrain.com)
17. Sachin (2020). 9 Digital marketing strategies for restaurants. 9 Digital Marketing Strategies for Restaurants - Aarna Systems
18. Sharma A (2020). How voice technology will influence marketing in the future? How Voice Technology will Influence Marketing in
the Future? (geekflare.com)
19. Sherman (2019). What is web marketing? (And how to use web marketing to make money). What is Web Marketing? (And How to Use Web
Marketing to Make Money) (lyfemarketing.com)
20. Singh T (2018). Why influencer engagement is important in digital marketing. Why Influencer Engagement is Important in Digital
Marketing - Relevance
21. Social Media Marketing for Businesses | WordStream

22. Surya (2019). How to use digital marketing effectively in the food industry. How To Use Digital Marketing Effectively in the Food
Industry | DigitalOye

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SQUARE CHAIN IN DIGITAL MARKETING THE FUTURE

*
Dr. Mangala Tomar
*
Asst Prof. G.S. School of Commerce Wardha

ABSTRACT
Blockchain is emerging position capacity in the IT business as it is a cloud-based framework to store data. It has an
exceptional future worldwide with an incomprehensible degree found in the money related field and India is no
exclusion for it. This innovation upgrades adaptability, security issues, and even information move preparing
because of its focal points. This paper talks about why Blockchain Technology is the fate of computerized snippets
of data. We need inside and out information on what Blockchain is, the way it works, and it uses to get this.
Beginning from Crypto-lovers to finishing with Business minds, Blockchain is an answer for some issues
nowadays. The worry might be about security or savvy move of information. Blockchain vows to give ways. With
the coming of Quantum PC security in old style frameworks is of extraordinary inquiry. The future may request to
get each framework considerably more. Additionally, it lessens the danger of hacking and information tamper.It
has a staggering future in different territories, for instance, store network the chiefs, mechanized publicizing, and
advanced security, Internet of things, sorting out. It drew out the issues of having a concentrated structure for
managing money related trades. As needs be, the RBI is moving banks to empower digitization. It moreover
emphasis on the most ideal approach to direct the negative impacts caused as a result of it.
Promoting has changed a great deal in the previous decade, however it's going to experience another insurgency,
thanks in huge part to obstruct chain. Truly, while the greater part of us partner computerized promoting with
things like AI and examination, block chain might be the most troublesome innovation yet to hit advertisers in each
industry. Blockchain is changing advanced showcasing, and you might be shocked who will profit. At its center,
blockchain empowers exchanges between two gatherings without the requirement for outsider confirmation. The
greater part of the utilizations for blockchain have been around account and digital currencies, yet the fundamental
innovation could be colossal for promoting. While AI and investigation have ostensibly profited organizations
more than shoppers, blockchain may even the odds by giving the force of information back to purchasers
themselves. Coming up next are a couple of ways block chain is improving advanced advertising—and
everlastingly, pushing ahead.
The Blockchain is a generally new innovation and is the manner in which computerized data is put away and
appropriated actually. Blockchain in computerized promoting gives straightforwardness, security, and availability
of money related and information streams. It can improve advanced showcasing for the purchaser, profiting
organizations not to spend humongous measures of cash on computerized promoting efforts. With this recently
presented innovation, customers can claim and sell their information straightforwardly to publicists and advertisers.
Information drives the market nowadays. Blockchain innovation can possibly restore information control to
information proprietors focusing on computerized publicizing. It is shaping an immediate information trade among
purchasers and brands. The reconnaissance for following client action is of high caliber, bringing about more
noteworthy trust and shopper information ease of use. How about we view some conspicuous focuses on how
Blockchain can demonstrate out to be useful in computerized advertising.
BLOCK CHAIN IN DIGITAL MARKETING
1. Improving Marketing and Digital Advertising Campaigns
With Blockchain, it is conceivable to connect shippers with advertisers giving information straightforwardness,
snaps, and communications, forestalling extortion, and wiping out the agent. The information from advanced
promoting efforts can in some cases be off base, so improvement can be troublesome. Checking promoting efforts
continuously is reachable with Blockchain for acquiring dependable measurements.

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Top brands, for example, Unilever are applying Blockchain for improving advanced promoting effectiveness
effectively. The innovation will move to full creation, and it will dispatch a Blockchain publicizing arrangement
later in 2020 with IBM.
2. Misrepresentation Prevention
A Blockchain network approves to record confirmed advanced outlets and test checked promoting measures against
the library for forestalling misrepresentation. These estimations can be safely imparted to just allowed partners.
There are plausible regions, for example, advanced promoting, bots, click ranches, and apparition sites where
extortion can occur.
Including an outsider can build the danger of information breaks and online protection just as human blunder.
Significant brands, for example, Toyota have been applying Blockchain applications in computerized promoting for
decreasing misrepresentation in its advanced publicizing efforts. They have seen a combined 21% improvement in
site guest traffic.
3. Setting up Trust and Credibility
Organizations favor the explanation Blockchain is on the grounds that it can safely confirm, store, and offer
information across a few gatherings, acquiring trust in the long run. Blockchain has been genuinely demonstrated to
help in building trust in the previous few years.
It very well may be hard for independent ventures to make an imprint in the market when there are players existing
in the business. With Blockchain, entrepreneurs will actually want to demonstrate where their items are coming
from and show the inventory network fashioning ability among clients to purchase from them.
4. Boosting Transparency
With web based promoting, it is difficult to know whether the details are precise with the webpage snaps or
Instagram adherents. Indeed, even bots used to support the advertisement details falsely give inaccurate outcomes.
Examination has demonstrated that bots alone have cost organizations more than $7 billion in harm in 2016. Yet,
with Blockchain, the chain is straightforward and scrambled due to the computerized record framework.
The straightforwardness is sacred for each item traveling through the store network. Associations can save millions
in promotion spend by learning individuals seeing their advertisements are their focused on crowd. Organizations
can be guaranteed they are getting the publicizing for what they are paying for.
5. Reinforces Content Monetization
Content is quite possibly the main parts of a business with regards to showcasing. Strong substance is fundamental
for advancing items and administrations. Blockchain permits buyers, bloggers, and decorations who make content
routinely to get compensated straightforwardly as opposed to the outsider substance stages.
By giving a space to the promoters, the web-based media monsters cause millions as the crowds to notice them
while visiting a site. Numerous stages are killing outsiders by remunerating clients straightforwardly with crypto
micropayments for content creation. For example, content sharing stages, for example, Steemit and PodMiners are
applying Blockchain arrangements and acquiring compensations as STEEM tokens and impetuses.
6. Adoverserving:
Overserving advertisements is meddlesome, brings about promotion weariness, and, ultimately, makes a negative
brand discernment. Computerized advertising regularly risks advertisement overserving, making efforts fail to meet
expectations in spite of client interest
Enter blockchain promoting. It plans to make a computerized publicizing environment on the mainstays of
straightforwardness, decentralization, and unchanging nature. Blockchain permits exchanges between two
gatherings without requiring any outsider check. The innovation can change computerized showcasing by giving
shoppers more authority over their information and advancing more noteworthy brand trust.

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7. Evacuation of mediators:
With blockchain, advertisers can skip promotion organizations, and promotion trades and straightforwardly place
advertisements on online stages with advertisement spaces, without requiring an agent like Google to speak with
site proprietors and build up their reliability
8. Diminished promotion spends:
By eliminating the go between, brands can decrease advertisement spends, guaranteeing all the more value for their
money
More straightforwardness: Brands would now be able to check advertisement measurements without help from
anyone else as opposed to relying upon outsiders. Result? Less promotion cheats and higher ROI on online spends.
Blockchain assists promoters with contacting the correct crowd and validate clicks by checking if a genuine
individual has seen their advertisement rather than a bot
9. Keen agreements:
Unlike normalized contracts, advertisers can utilize blockchain to make keen agreements that guarantee exchange
settlement, simply after specific conditions are satisfied, making more adaptable, dynamic, and straightforward
valuing models. These are particularly helpful for influencer promoting where the two players can be guaranteed of
100% straightforwardness and satisfaction of agreement terms
10. Expanded information control:
Blockchain engages purchasers by placing them responsible for their information, rather than promotion stages and
information assortment organizations. It additionally makes a biological system where customers can be made up
for the estimation of their information. For instance, the BRAVE program permits customers to pick the
promotions they'll see, to conclude who will get their own data, and in return, gives Basic Attention Tokens or
BATs to clients who select to see the advertisements. Publicists straightforwardly give customers for their
consideration instead of any outsider network.Another decentralized stage, Blockstack, utilizes blockchain to
guarantee the shopper information gets back to the buyer once the advertiser is finished utilizing it, accordingly
giving clients complete information proprietorship
11. More straightforwardness for shoppers:
Consumers today are more mindful and anticipate an incentive for cash. Blockchain causes them check items and
administrations, for instance, if a wonder brand is reasonable exchange or a food thing is 100% natural, bringing
about expanded brand trust
Exact purchaser data: Besides a bound together perspective on buyers across channels, sponsors can get precise
continuous data on client inclinations by noticing the advertisements they decide to draw in with
SOME ASTONISHING STATISTICS
A report appraises that spending on Blockchain arrangements is seen to develop from 1.5 billion out of 2016 to
15.9 billion by 2023. Essentially every industry needs to exploit Blockchain innovation. The monetary area alone
has appeared more than 60% of the market estimation of Blockchain worldwide in 2018.
WORLDWIDE BLOCKCHAIN SOLUTIONS SPENDING 2017-2023
The year2020 will observer overall spending on Blockchain answers for outstretch 4.3 billion dollars. This is an
enormous figure and almost 60% higher than the earlier year. As the pattern keeps on proceeding onward, forecasts
say that worldwide Blockchain arrangements spend will reach more than 14 billion U.S. dollars by 2023 yearly.
ENORMOUS MARKET PLAYERS OF BLOCKCHAIN MARKETING
Barely any organizations are utilizing Blockchain for showcasing purposes and are making its greater part nitty
gritty as underneath:

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1. BitClave
BitClave is an advertising innovation organization. It utilizes Blockchain for disposing of the agent utilizing savvy
contracts instead of paying powerful adds up to delegates like Google and Facebook.
The keen agreement allows them to control the money move between two gatherings. Purchasers have unlimited
oversight over their information rather than the promoter. They can either offer that information to organizations or
pick distinctive publicizing administrations.

2. OrionCoin
OrionCoin is the cutting edge multi-layered dedication and advertising stage. It utilizes devotion and prize projects
to build the consistency standard among its clients. It utilizes Blockchain to furnish organizations and their clients
with unwaveringness focuses called "ORC". The more organizations embracing OrionCoin, the more significant
ORC will turn into.
With a boundless stock of ORC, shoppers would consistently be roused to gather them. OrionCoin additionally
handles the inborn estimation of each "point". Clients can exchange ORC for money, and they can spend on the buys
they need.
3. Valiant Browser
The Brave program programming is utilized for obstructing trackers and nosy advertisements. It has been fusing the
Basic Attention Token (BAT) to take the advanced showcasing model back to the straightforward structure of
clients, publicists, and distributers without taking a transitional guide. Daring can namelessly follow the destinations
of your advantage. With Blockchain, it fills in as the distributers accepting tokens when the clients see promotions.
The clients would then be able to offer back the tokens to the distributers.
These are a portion of the organizations that have been utilizing Blockchain for their showcasing works on, making
it private and solid. Every one of these measurements and the organizations doing Blockchain showcasing give
experiences into the fate of publicizing.
BLOCKCHAIN IS THE FUTURE OF BUSINESS
In the coming years, Blockchain will assist private ventures with contending bigger endeavors by decreasing
expenses and expanding straightforwardness and trust with purchasers.
Gartner says that Blockchain comes next to computerized reasoning and AI as perhaps the most problematic
innovations in the coming occasions. Blockchain has profited pretty much every area where it has been applied right
from assembling to farming, banking, protection, and some more.
WRAPPING UP
With Blockchain, your advertising will profit impressively. You'll target who you plan to, no squandered
money!The advertising scene is changing quickly, on account of the reception of forefront advancements that
support significant client commitment. Advanced advertising assists brands with drawing in and hold clients, and
serve them better at each touchpoint. Be that as it may, it's not without its shortages.
CAPACITY TO THE PEOPLE
Perhaps the most energizing things about blockchainis that it gives the estimation of information back to purchasers.
Up to this point, numerous organizations have profited by having the option to pull information from their clients.
Everybody from PetSmart to Walmart needs our telephone number, email address, address, and the name of our
firstborn even to make a straightforward buy coming up or on the web. Truly, here and there it helps the customer,
since it permits organizations to advertise for actually to them. However, in alternate ways it's obtrusive, and it
implies organizations are bringing in cash by taking—and now and then in any event, selling—the individual data
they accumulate from anybody in their wake.OTED
Blockchain is changing computerized advertising by eliminating organizations' capacities to pull information from
clients without additionally offering to repay them for its worth. For example, the Brave program is changing how

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clients connect with internet publicizing. Instead of essentially being pelted with online advertisements, Brave
clients select into review promotions and get Basic Attention Tokens (BATs) for the advertisements with which they
connect. It's a totally better approach for review promoting, by exchanging the estimation of online consideration, as
opposed to just the exchanging of space for potential advertisement sales.Another new innovation, Blockstack,
utilizes blockchain to "secure your advanced rights"— making another kind of organization for decentralized
applications. While before, purchasers would give their information to utilize certain applications, and their
information would stay on the application's worker—totally out of the buyer's hands. Yet, with Blockstack, your
information stays with you. It goes about as a key to open certain applications, however gets back to the client when
they're finished utilizing it. This is straightforward however progressive regarding computerized showcasing. The
wide open information snatch is finished. In fact, in case you're in the showcasing industry, you may not cherish this
idea. From multiple points of view, it resembles returning to ground zero—depending on clients to give you the data
you need and need to serve them better. Possibly notthe best news forcomputerized showcasing—but rather a
fundamental advance forward regarding buyer insurance.
HI, AUTHENTICATION AND TRANSPARENCY
Before, individuals would shop everything from eBay to Craigslist to Whole Foods and expectation—fingers
crossed—that they were purchasing what was being advertised to them. Was the thing natural? True? Was it truly
developed or made in a reasonable exchange/reasonable compensation climate? Or then again was it made in a
perspiration shop fueled by kid laborers? Because of blockchain, customers can at long last know the responses to
these inquiries, and some more. With the force of blockchain, organizations can confirm precisely where a thing was
fabricated or developed, what sorts of soil the things were filled in, or how much laborers get paid to work there.
This is colossal, particularly in a time where buyers care increasingly more not just about the nature of what they are
purchasing, however of the honesty of organization and cycles making them.
FAREWELL, FREAKISHLY CONFUSING AD-SPEND
Unilever and IBM are en route to explaining the stunningly confounding field of online advertisement spend. As a
feature of the undertaking, blockchain makes a trusted and checked chain from the advertisement dollar to the end
client. Before, exactly 85 pennies for every promoting dollar advanced toward the distributer. Today, that number
has dropped to only 40 pennies, to a great extent because of the numerous delegates all the while. The undertaking
has just brought about huge number of investment funds for Unilever. On the other side, it could likewise put huge
loads of organizations that have assembled their value on checking promotion measurements bankrupt. Blockchain
is changing advanced advertising in a problematic manner—conceivably clearing out an entirely different age of
organizations based on its actual presence.
Without a doubt, the genuine effect of blockchain in advanced advertising isn't simply in the new use cases being
created. It's in what those utilization cases will mean for whole frameworks that have sprung up as an approach to
deal with the computerized commercial center. In when computerized advertising is by all accounts changing and
developing by the occasion, blockchain is changing advanced promoting in problematic, maybe even irreversible
ways.

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CONSUMERS' BEHAVIOURS AND ATTITUDES TOWARD HEALTH

DRINKS IN FMCG SECTOR- AN EMPIRICAL STUDY OF LUDHIANA
DISTRICT
*
Dr. Rajesh Kumar
*
Associate Professor, Officiating Principal, K.L.S.D College, Ludhiana, Punjab, India

ABSTRACT
In India Consumers behavior towards purchase of food drink products like beverage are changing due to economic
and personal factors. Once if we compare last five years the prices of beverage products, it could be noted that
there is an increase. The major reasons for the increase in the sales of health drinks are due to the
increased consumption level among the customers. Moreover, the prices were also designed in such a manner by the
manufacturers making it possible so that every consumer from different segment based on their demographic
and geographical patterns could be able to make the purchase. This work was undertaken with an object to
identify the key factors which enables the consumer to purchase a particular brand. The inferences from the paper
reveal that consumer health drinks choices are now driven not only by taste, nutrition and price but also by core
values and lifestyle aspirations.
Keywords: Brand Preference, Nutritional benefits and Packaging
INTRODUCTION
Health drinks which act as a dietary supplement providing nourishment along with good taste and flavor is used by
a variety of people like growing children, old age persons, pregnant ladies etc. Despite the fact that Indians have
strong affinity for sweets, the size of domestic health drink market is huge on account of traditional consumer tastes
and habits. The milk shortage in 1960s was what first fuelled the growth of the health drink sector. The sector saw a
flurry of launches from Complan, Nutramul, Boost, Maltova etc. Packaging has seen tremendous changes over the
period of time, the introduction of refill packets and the sachets have brought revolution in the health drink sectors
which makes the product affordable for the rural sectors also. This particular move has opened doors of opportunity
for the health drink sectors which were initially wagging war for tinker looking profits in the urban markets. The
promotional activities and advertising does play an important role with respect to brand recall.
Consumers differentiate their health drinks on the bases of flavor and taste. The aged people would be more
inclined to have the drink for nutritional benefit whereas the kids would prefer it for better taste. A quality
nutritional supplement will contain essential natural elements that we should be eating every day such as amino
acids, vitamins and minerals. These assist in physical and mental fitness as well as helping to boost the immune
system. The health drink market in India is a niche market penetrated largely in urban areas and per capita
consumption is low as compared to those in developed countries of the West. Health and illness is undeniably
linked to diet. Because our fresh salads and fruit health drink has been replaced by these nutrient-poor foodstuffs
our bodies are lacking the important nutrients we need to keep our body in peak condition. The body is a self
repairing machine and if we provide it with the nutritional food it requires we would be able to enjoy optimum
health naturally.
The market for Malted food drinks is large and is characterized by a few large players. The market can be broadly
segmented into white malted food drinks which dominate in the Southern and the Eastern parts of the country and
Brown Malted food drinks which dominate in the North and the West. Large brands like Bournvita and Horlicks
dominate in Malted food drinks sector and the growth has been steady in the last five years. Children with milk
sensitivity frequently have difficulty metabolizing calcium; even if they drink large quantities of milk they remain
calcium-deficient, which can lead to hyperactive behavior. Health drinks are key to such problems in fulfilling
children’s healthy diet.

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MALTED HEALTH BEVERAGE IN INDIA
Health products are the latest fad in the food business worldwide and this trend is fast catching up in the Indian
market as well. Since 2010, the country has seen numerous product launches in the field of nutraceuticals/functional
foods and beverages that cater to distinct consumer brackets and ages. Food stuff meant for cholesterol maintenance
and general well being are available across all modern retail outlets in most cities. Such wide market penetration
and extensive product visibility on retail shelves lead to improved consumer awareness about health benefits of
value added products.
With a market value of Rs 49-50 billion for the year 2010, the total Indian functional foods market is currently a
small percentage of the Rs 4,000 billion processed foods market in India. Despite a small base, the functional foods
and beverages market is poised for exponential growth in the forthcoming years since disease prevention and health
and wellness are the focus areas for market participants and consumers in India and worldwide. The Indian malted
health beverages segment has seen fierce competition amongst its market participants in the recent past.
Manufacturers have revamped their portfolios and emerged with newer and better functional variants far cognition
and weight management.
The market is segmented in two distinct tiers of competition with leading multinationals such as GlaxoSmithKline
Consumer Health Care Ltd (GSKCII) and Cadbury (now a fully own subsidy of Kraft Foods Inc.) occupying the top
rung. Tier 2 comprises medium-sized players such as Nestle, Heinz, Wockhardt (now a part of Abbott Nutrition)
etc. Apart from these multinationals a few domestic FMCG players are present as well, AJVIUL and Hindustan
Unilever Ltd (HUL) being the significant ones.
Product nutrient profile, health claims, marketing strategies and prices are some of the key competitive factors in
this market. GSKCH has been an aggressive player in media and print a campaigns leading to widespread
awareness about product health benefits and ingredient usage in the same. Horlicks was previously promoted as a
generic health drink for all ages leading to a slump in sales for GSKCH. The company later abandoned the “one-
size-fits-all” positioning and launched a whole new product portfolio targeted at specific consumer brackets. Media
and print ads were developed keeping in mind target consumers and these efforts benefited as sales of Horlicks
gradually started improving making it the single largest selling health beverage brand.
STATEMENT OF PROBLEM
Consumer health drink choices are now driven not only by taste, nutrition and price but also by core values and
lifestyle aspiration. Advertising, promotion, price availability, packaging and consumer perception are the key
attributes which plays a pivotal role.
RESEARCH OBJECTIVES
• To determine the various attributes in purchase of malt flavoured health drinks in FMCG sector
• To identify the relation between package of the product and consumer preference
• To ascertain the volatile consumption pattern variance with respect to customers age
METHODOLOGY
The study employs a combined approach, the primary and secondary. For the primary data questionnaire was
personally administered and self completed. The sources for secondary data include books, periodicals, internet
based resources, magazines, etc.
Sample: The random sample size for this research was 250 respondents. Out of the 250 respondents, 63
respondents are between age group 18-24 years. 42 respondents are between age group 25- 30 years. 62 respondents
are between age group 31-36 years. 15 respondents are less than 18 years. 45 respondents are between 37-42 years.
While 23 respondents are greater than 42 years. Out of which, 57 respondents were students. 88 respondents were
business person. 66 respondents were employees. While 16% are others. Others include doctors, lawyers, and
housewives. Sampling technique used for analysis is convenient sampling.

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Statistical Design: The statistical tools that were used in the course of this research includes Correlation, SPSS and
Percentage Analysis
Scope/Area of Research: Products taken for consideration are according to the convenience of the researchers.
Limitations of the study: This study is confined only to Ludhiana city of Panjab. Sample size is not large enough
to completely eliminate the possible sampling errors. Consumer responses may be subject to bias which may affect
accuracy to some of the findings.
ANALYSIS AND DISCUSSION
Among the consumers surveyed 38% consumed Horlicks followed by Bournvita 28%. What was evident from
above analysis was that Horlics enjoyed a healthy market share when compared to other products; its differentiation
of product according to the preference of the consumers has made it a clear winner. Nutritional supplement and
taste were the two important attributes which influenced 94% and 106% of the respondents to consume health
drinks. Hence it is important for the companies to position its product on features such as nutrition enrichment and
taste. Compulsion of parents also plays vital role especially when it comes to the nourishment of school going kids.
Table 1: Percentage Analysis for various parameters chosen for the study
Consumers Brands Horlicks Bournvita Boost Others
point of view
Sources No. of % No. of Respondent % No. of Respondent % No. of Respondent %
Respondent
Brand Preference 95 38 70 28 33 13.5 52 20.5
Factors Taste Nutrition Enrichment Celebrity Endorsements Compulsion by Reference Group
Reasons for Consumption 94 37.6 106 42.4 35 14 15 0.6
Factors Friends Word of Mouth Advertisements Others
Factors influencing Brand 14 5.6 153 61.2 62 24.8 21 8.4
Switching
Factors Once a Day Twice a Day Once a Week Occasionally
Intake of HD's 209 83.6 33 13.2 6 2.4 2 0.8
Factors Sachets Packets Jars Others
Preference in Terms of 73 29.2 35 14 142 56.8 03 1.2
Packaging
Factors Extremely Satisfied Satisfied Neutral Dissatisfied / Extremely
Dissatisfied
Satisfaction level in terms of 26 10.4 176 70.4 40 16 8 3.2
Benefits

The most important factor which influenced consumers to switch on to a new brand was word of mouth followed by
advertisements. Majority of the consumers preferred to consume health drink once in a day. What is more
interesting to see is the consumption pattern fluctuated with respect to age, the younger kids between the age group
of 5-15 preferred to drink twice a day and the older between the age group of 35 and above consumers preferred
once day. According to the data, Most of the consumers prefer their drinks in jars, about 56.8% prefer their drink in
refill packets and only a minority prefers it in sachets. However this is because almost all the respondents were from
the middle or the upper middle class and hence the sachets are not targeted towards them. Majority of the
Respondents are extremely satisfied with the benefits provided by preferred health drinks. It also signifies the
specific health drink satisfies all the major attributes.
Table 2: Correlation Results for Selected Variables
Variables r (Correlation Remarks
Coefficient)
Brand endorsement and purchase 0.068525 Very Low Positive Correlation
Preference in terms of specific flavours
Chocolate flavor and Preference 0.713714 Strong Positive Correlation
Elaichi/Vanilla flavor and Preference 0.066525 Very low Positive Correlation
Other flavours and Preference -0.1766 Low inverse Relationship
Relation between Price and Purchase
Price and Purchase 0.033636 Very Low Positive Correlation

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 According to the study, there is a very low positive correlation between brand endorsement and purchasing
of the product. Hence majority of respondents were never influenced by brand endorsements, what is more
interesting to observe was the respondents under the age of 30 agreed that they were little influenced.
Brand endorsements is important when targeted to a particular age group where as other age group
consumers depended on expert opinion.
 As per the survey, Chocolate stands the most preferred flavor. An appropriate flavor chosen by the
company can result in the higher consumer preference and ultimately larger market share.
 According to the analysis done, Elaichi has low relation with respect to preference of the customer hence
limited numbers of consumer prefer to purchase this flavor.
 This proves that other flavours in malt flavoured drinks do not influence customers in buying the product.
 The study determines that the price does not influence purchase made in malt flavoured drinks.
CONCLUSION
The major attributes derived from the following study, Consumer health drinks choices are now driven not only by
taste, nutrition and price but also by core values and lifestyle aspirations. Within the wellness trend, consumers are
looking forward for health drinks to provide them with physical, mental, emotional and spiritual health, whether or
not they are suffering from a particular illness or condition. Media, Marketing, and Advertising can positively
impact health drink choices by promoting health education and awareness through “healthier” food choices. Efforts
should be made to develop simple, actionable messages that the public can readily understand and incorporate into
everyday lives. The most common problem with children’s health is malnutrition in our country. The solutions for
malnutrition are quite easy and cost-effective, but when the products are advertised in an attractive format, it makes
children and parents more anxious. So Parental Influence, mothers in particular, play an important role in shaping
young children’s eating behaviors by their own dietary behaviors, their attitudes toward food, and the availability of
food in the home. The FMCG giants have now started to develop functional foods, which are not of conventional
origin: for instance, beverages that are sugar-free, low cholesterol, foods such as granola bars, etc. The functional
and health trend in processed foods is fast catching up in India. The malted health beverages market is currently
worth INR 2000 Crore with strong double digit growth rates. This segment is poised for wide expansion in terms of
both product and infrastructure. There is a distinct change in the regulatory space as well with organizations such as
Foods Safety and Standards Act (FSSAI) framing set rules for governing production, labeling, packaging and
marketing of such new age products. Increasing consumer awareness coupled with market development efforts from
manufacturers and government agencies is likely to pave way for better growth in this space.
REFERENCES
1. B.Lee. Howard, L.Comrey L. Andrew (2014), “Elementary Statistics: A Problems Solving Approach” , Lulu.Com, pp. 61.
2. Choudhary P.K.(2011), “Successful Branding” , Universities Press, pp. 107-137.
3. Jones Geoffrey, Morgan Nicholas (2004), “Adding value: brands and marketing in food and drink”, Routledge Publisher, pp. 265-
266.
4. Toop, R. Elliott, P. Choudhury (2001), “Successful Sales Promotion”, Orient Blackswan publisher, pp. 73-74.
5. Thompson John L(1993), “Strategic management :awareness and change”, Taylor & Francis Publisher pp. 304.
6. Krishnamachary, “Rural Marketing:Text &Cases”, Pearson Education Publisher, pp. 363.
7. Ghosh Ray Kamal, “Mergers and Acquisitions”, PHI Learning Pvt. Ltd. Publisher, pp.215.
8. Andrew Murray (Sept-Oct 2007), “Malt Find its Muse”, Beverage Spectrum Magazine, Sept-oct 2007.

WEBSITES
1. www.yahoo.com.
2. www.google.com.
3. www.hul.co.in.

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SHIFTING PARADIGMS IN DIGITAL AGE: AN ANALYSIS OF

EFFECTIVENESS OF SOCIAL MEDIA MARKETING
*
Dr. Nisha, **Ms. Ankur Rani
*
Assistant Professor, Department of Management, Baba Mastnath University, Rohtak,
Haryana- India
**
Research Scholar, Department of Commerce, Baba Mastnath University,Rohtak, Haryana,
India.

ABSTRACT
Where innovation wins, the entrepreneurs and marketers see the factors through which the phase of changing
dynamics and the risk is being outdated.The days are gone, when there were not any of the social networks. It is the
time where the marketers prepare the marketing strategy viasocial networks.The advancement in technologies and
the increase in pace of digitalization in the era of marketing. It has created the need of marketing the products
digitally. Now a day’s everybody is having digital technologies in their reach and using social platforms. Today, the
youth is spending 3 to 4 hours or around 6 hours on social media. The marketer feels that this is the most
appropriate place of marketing and seeking the attention of youth. This era of digitalization may be called as social
media marketing era. In today's scenario, it is important to know that how social media marketing takes place the
traditional marketing. It is basically a node for all online businesses. These adapting trends bring a lot of changes in
the communication processes. This Chapter focuses on the effectiveness of social media in marketing products, on
how the social media marketing has emerged as a totally new way of marketing products compared to traditional
marketing. It also highlights the benefits of social media marketing.
KEYWORDS:SOCIALMEDIA MARKETING, TRADITIONAL MEDIA MARKETING,
EFFECTIVENESS,DIGITAL.
1.1 INTRODUCTION
In this day and age, social media marketing is considered as maybe the most recent and basic E-advancing element
in the current time. Social media offers receptiveness to customers the inspiration driving knowing their tendencies
and needs similarly as that impacting their purchasing decisions. It is portrayed as the destinations that partner
colossal number of customers from different parts over the world who share same interests, viewpoint and
redirections. “YouTube, Twitter and Facebook” are the best platforms through online media that is acclaimed for a
tremendous degree of customers. So they are used for the exchanging the reviews about the particular thing,
organization or a particular brand to gather the information and thoughtfulness improvement similarly as making
the right purchasing decision (whatis.techtarget.com) . The chapter brings some light on the effectiveness of social
media marketing as compare to traditional marketing.
1.2 WHAT IS SOCIAL MEDIA?
In today's life, social media becomes the unraveled thought. Billion of people utilize the social media in the world
and define the technologies of today's time. For example on Facebook, around 2.38 billion active users in a month
and on the daily basis it is around 1.56 billion till 31st March 2019(Facebook 2019). Overall from the global aspects
around 3.29 billion users will be going to become social media users in 2022. It was estimated by marketers. It will
be around 42.3 % of the total population of the world (eMarketer 2018). It is not surprised that the marketers are not
adopting social media for promoting their marketing channel but people are spending most of the time on the
various platform of social media in a massive quantity. social media also includes effects of research on the social
media marketing and the topics which are related to marketing as word of mouth marketing and the networks uses
on the internet which have been developed for providing the better way of life to the businesses and to the
individuals.

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1.3 SOCIAL MEDIA MARKETING
Now a day’s social media marketing is used as a marketing tool. It is basically a form of internet marketing which
helps to utilize the website with social networks. The major ambition of social media marketing is to provide the
typical content which, the users can easily share with the help of social network or it can be used for the companies
for increasing the exposure and the customer reach with their brands and products. Social media marketing is that
type of marketing in which the companies or the businesses can easily get feedback directly from the customers for
the customers who have some potential to analyze the brands in a good manner. Social media marketing is more
interactive as it helps the consumer for giving the opportunity to question or to raise the voice against some
fraudulent transactions or whenever they feel to be interacting. This interactive part of social media marketing can
be called as the social customer relationship management'. (whatis.techtarget.com).The relationship marketing
provides the long-term relation with the consumers as the firm need to know about the shifting processions of the
consumers basically, social media marketing helps to shift the companies from selling things to making contacts
with the potential consumers. The company is also need to do a big campaign but as social media marketing
introduced all over the world, the company should adopt the small act and stick to it accomplishment of the
objectives ( Monica ,2011).
1.4TRADITIONAL MARKETING
Traditional marketing is that type of marketing which is the board categorythat forming torecognize and
encompassing the advertisements in daily life. Traditional marketing strategies come under the categories like print
media the broadcast services like newspaper, direct mail services and telephone media.
1.5 SOCIAL MEDIA MARKETING: NEED OR WANT?
The social media marketers see the business from a different perspective. As the number of consumers explores
significantly with the social networks, the investment in social media marketing increases because companies feel
as the consumer need that type of services. According to the statistics related to social consumers, the social
networking is basically used to achieve the objectives related to marketing by around 76% of the businesses.
Around 133% augmentation in the revenues which was experienced by the retailers in business after marketed in
the market of mobiles which promotes the value of the social media marketing for the organizations. Around 71%
of the respondents according to the feedback given by the consumer’s social users basically recommend or follow a
particular type of brand. Consumers in fact, the promotion of the marketing done by the brands affect their
decisions to promote their product on social media. Most of the successful brands follow the pages on social media
and create their accessible websites and have the wide coverage of marketing among the social media users and
followers. "Some how it becomes need for the businesses to satisfy the want of the consumers" (Shamsudeen
Ibrahim, S. A. &., and P. Ganeshbabu, 2018).
1.6 BENEFITS OF SOCIAL MEDIA MARKETING
For many businesses the social media faces various opportunities for the promotion of the product and services for
the consumer. As a social media websites give the opportunity to the users for making connection with their friends
from far away cities in the world, it provides the connection for the marketers for creating the conversation in two
ways easily (JENKINS.LISA D 2018).
 Most of the users expect that type of interaction with the brand that they follow that means the marketers
have the incredible power to create and to derive that type of demand to fulfill the reach of the consumer of
what type of products they want to sell.
 The marketer while using social media can engage the target audience, as the engagement is the better way
for establishing the trust or to build the relationship which leads to social media customer relationship
overtime.
 With the help of integration of different channels, social media collaborate very well with different
channels for giving the marketers for boosting up the campaign they want to do for the promotion of the
product and which was not possible as compared to traditional way of marketing the product.

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 Forcing the brand loyalty which leads some type of engagement brand. Most of the consumers come to
know about the brand with the help of new updates given on the social networks or with the help of
advertisements in the entertainment shows so on.
 Social media marketing creates some type of as it raises the awareness and create some type of traffic in
between the users generally which can develop and can give a lead to the businesses.
1.6.1 ORGANIC SOCIAL MEDIA MARKETING
Organic social media marketing is that type of marketing in which the users tries to guess the advantage with free
element that is available on social media.For example the posts which can be easily share on the Facebook, all the
conversation on the platform like Twitter. It is perfect for the businesses which operates their functions
independently and structures there marketing to $. With the help of organic social media marketing the businesses
can easily build the communication and easily engage them directly to the websites.
1.6.2 PAID SOCIAL MEDIA MARKETING
Social media marketing is that type of marketing which involves the sponsorship or some paid type of content. As
many marketers hire the field workers or the type of advertising content which is delivered in different forms like
images or videos for the advertisement but the consumers does not easily resemble it as it is paid advertisement. It
depends on the different type of platforms as the advertisement directly targeted the users on the basis of their
locations, the habit of buying something or related to their personal interests. It directly puts the brands content for
the users who show their personal interest to them.
1.7 COMPARISON OF TRADITIONAL MARKETING AND SOCIAL MEDIA MARKETING IN TERMS
OF VARIOUS PERSPECTIVES
 Cost: As compared to the traditional media, television can be quite costly for the marketing purpose. Like
the average price for the time slot as 30 seconds, local news broadcasted on the television is around 1200
dollar. For Small businesses it can be foran investment which creates high risk. In the concepts of large
organizations which can invest on the advertisements on heavy risk but as come to the social media
marketing they are able to divide this investment with minimum risk via using the platform like Facebook,
Instagram or YouTube. The Facebook contains low cost an advertisement which creates some type of
opportunity is for distributing the advertisement to the targeted segment.
 The evolution of metrics: Traditional media does not perform well while evaluating the metrics. It feels to
give the accuracy for evaluating the success of the advertisements or the marketing efforts. When
advertises online with over actually what type of data or inside they want to promote have panned out.
Google provides the information about the programs for the advertiser while analyzing the performance
advertisement perform on the online platforms.
 Reach: It is the main factor which distinguishes the traditional media with social media marketing as
social networks actively and gives responsive way to community. For example Facebook has around 890
users on the daily basis. But in case of traditional media marketing, the target market is not the general
concept, here the broad audience is covered but the relevancy of the advertisements is being served which
creates the lower rate of return on investment. Social media marketing provides the advertisers giving the
right message to the right person at the right stage while selling the product.
 Engagement with the potential consumer: In case of traditional media marketing the interaction was
very less, but in case of social media marketing the brands can easily build up the long term relationship
with the consumer, they can become the representative or provide some type of brand advocates to the
consumer.
 Convenience: Social media marketing is more economical and easy way to promote the product of the
services by the brands because in traditional media marketing, the more expensive and the time consuming
factor arises. Various platforms like Instagram, Facebook or LinkedIn, where the social media users easily
make their accounts but in case of traditional media marketing they have to contact the publishing house
for broadcast advertisements.

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 Revision: In Social media marketing, when the advertisement is going to be created there can be some
type of mistakes by crafting it or in the content they can be easily revised or edited, but in case of
traditional media marketing like in newspapers the published advertisements are difficult to revise once it
is published.
 Trust: The social media marketing defines that type of content which cultivate the trust of the consumers.
It gives the ideal buyer for an opportunity to learn something which they feel to need about that type of
product before buying it. What is traditional media of marketing the force was to know the opinion of the
buyer and not as easy to win the trust of the buyer (RedAlkemi 2020).
1.8 SOCIAL MEDIA MARKETING AND ITS NEW EMERGENT TRENDS
The digital marketing and social media marketing is on next level to each other. How people react it matters a lot, it
matters a lot when the changes happened. According to the reports in 2020, the social media marketing becomes too
trending and positioned in the mind of the consumer as everybody is there about the social media marketing
campaign, new trends of the social media (Kozhushko, K. 2016).
Around 3.484 billion users who use social media around the world as compared to increased 9% from 2019. It is
now equal to the 45% of the total population in the world uses social media. It was previously estimated which
suggested around 2.82 billion users in the world reviews social media in 2019. The suggestion was also that the
brands give the opportunity to reach the audience. The new Trends of social media marketing affected
drastically.Most of the people tried to choose that Detox in social media. It is not the usual change as the people
uses one platform which is lesser in favor of the platform for example the Facebook users decreases but increment
in Instagram users.
1.9 STATISTICS RELATED TO SHOWING THE EFFECTIVENESS OF DIGITAL MARKETING AS
COMPARED TO TRADITIONAL MARKETING (www.smartinsights.com)
1.9.1 WHICH LEVEL OF INDIVIDUALS UTILIZES THE SOCIAL MEDIA?
The current level of individuals utilizing web-based media is 50.64% of the world's complete population.
Notwithstanding, when it is investigated the platform penetration rates from individuals in qualified crowds,
83.36% of 4.57 billion worldwide web clients and 90.71% of 4.20 billion portable web clients are via online media.
Some Key Statistics (https://backlinko.com/social-media-users):
 3.96 billion Individuals utilize web-based media around the world, as per platform reports that covers the
current number of dynamic clients.
 58.11% of the total population is dynamic via web-based media when taking the eligible crowds matured
as 13+ years, which rises to 82% in North America.
 Out of 7.82 billion individuals globally, 50.64% of the population utilize networks socially, paying little
heed to age or web access.
 Out of 4.57 billion web clients, 83.36% are dynamic or active clients.
 Out of 4.17 billion versatile web clients, 90.71% are dynamic or active clients.
 Out of 3.96 billion web-based media clients, 99% access the sites or applications through cell phones.
1.9.2 WHAT IS THE GENERAL FAME OF SOCIAL MEDIA CONTRASTED WITH INTERNET USE
INTERNATIONALLY?
Twice yearly, Datareportal update their gigantic worldwide abstract of details which gives some incredible
experiences into the universe of web-based media. It's an incredible download for including slides for the
introductions.
A portion of the vital takeaways from their Datareportal Global Overview report distributed on 27th January 2021
are:
The greater part of the world currently utilizes the social media:
4.66 billion Individuals around the planet presently utilize the web, of those clients; 316 million new clients have
come online inside the most recent a year. 5.22 billion One of a kind that uses mobiles uniquely.

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1.9.3 EACH MARKETER POSSESSES RESTRICTED ENERGY FOR WEB-BASED MEDIA
PROMOTING, SO WHICH QUICKEST SOCIAL MEDIA NETWORK IS GROWING FAST?
With the “rise of Social media” intuitive device from “Our World in Data” through which it can be seen as the
development of the principle organizations:
According to the reports by statista and TNW(2019), around 2.5 billion people in 2019 use social media platform "
Facebook" as compared to other social media platforms. In 2019, around 1.8 billion people used YouTube as a
social media platform, which is followed by WhatsApp as around 1.4 billion people used WhatsApp as a social
media. Around 1 billion people used Instagram and WeChat similarly. The lowest data for TikTok is about 500
million people used as followed by Pinterest ,Snapchat and Myspace. So the Facebook was used as the top of other
social media platforms in 2019. This shows that how the social media platforms are growing day by day which
bring a lot of effectiveness in social media and the marketers are are ready to market their products and services on
social media because of the lot of audience is available on social media.
1.9.4THE OVERALL GROWTH IN SOCIAL MEDIA
Figure 1: The Global Digital Growth (Jan 2021 Vs Jan 2020)

The total population : +81 million or +1.0%

The unique mobile phone users : +93 million or +1.8%

Internet users : +316 million or +7.3%

Active social media users : +490 million or +13.2%

Source: KEPIOS(JAN2021) extra solutions of data from the company earning announcements platforms self
service advertising tools CNNIC media scope ,(https://www.smartinsights.com/wp-content/uploads/2020/08/social-
media-mobile-users.png)
The overall Global digital growth in January 2021 as compared to general 2020, there is an increase in the total
population by 81 million out of which there is an increase in the mobile phone users by 93 million, the increase in
internet users by 316 million and the increase in active social media users by 490 million which shows as there are
opportunities for growth in social media marketing as day by day the users are highly transformed themselves on
social media actively.
1.10 CONCLUSION
As most of the studies provided the viewpoint as both traditional marketing and social media marketing is
considered as a fruitful marketing tool for communication for the business and the individual marketers, Both media
provided its usefulness, on the basis of above discussion, a conclusion can be drawn that social media marketing is
more effective than traditional marketing, the effectiveness brings a lot of changes in today’s world of marketing
strategies and it will be a challenging task for the marketers who are still confuse to adopt the social media
marketing and also the social media marketing industry is full of opportunities. The only thing the marketer
required is good skills to enter into the social media marketing and itself.

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4. Emarketer. (2018). Social Network Users And Penetration In Worldwide. Retrieved From Https://Tinyurl.Com/Ycr2d3v9.
5. Facebook .(2019). Company Info. Retrieved From Https://Tinyurl.Com/N544jrt.
6. Http://Whatis.Techtarget.Com/DefinitionA/Social-Media-Marketing-Smm
7. Https://Concept9.Ca/Social-Media-Marketing-Vs-Traditional-Marketing/
8. Https://Uhurunetwork.Com/Social-Media-Vs-Traditional-Media/
9. Jenkins, Lisa D. (2018). The Guide To Social Media Marketing For Businesses. Retrieved On March 9,
2021,From Https://Www.Socialmediaexaminer.Com/The-Guide-To-Social-Media-Marketing-For-Businesses/
10. Kozhushko, K. (2016). Social Media Marketing As A Part Of Effective Online Strategy In Small Businesses. Case Сompany: Amani
Dress.
11. Marketing Schools. (November 30, 2020). Explore The Strategies Of Digital Marketing. Retrieved On March 2021, From
Https://Www.Marketing-Schools.Org/Types-Of-Marketing/Traditional-Marketing/
12. Ramsunder, Monica (2011).The Impact Of Social Media Marketing On Purchase Decision In The Tyre Industry, Nelson Mandela
Metropolitan University Business School.Pp40-46
13. Redalkemi. Social Media. (April 14, 2020). Traditional Marketing Vs Social Media Marketing .Reterived On March 12 2021, From
Https://Www.Redalkemi.Com/Blog/Post/Traditional-Marketing-Vs-Social-Media-Marketing
14. Shamsudeen Ibrahim, S. A. &., And P. Ganeshbabu. “A Study On Impact Of Social Media Marketing Trends On Digital Marketing.”
Shanlax International Journal Of Management, Vol. 6, No. S1, 2018, Pp. 120–125
15. Sherman. (2019, October 4). Digital Marketing Vs Traditional Marketing: Which Produces Better Roi?.ReterivedOn March 13, 2021, From
Https://Www.Lyfemarketing.Com/Blog/Digital-Marketing-Vs-Traditional-Marketing/

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MARKETING OF INOVATION
*
Jagmohan Singh
*
Research Scholar, Punjabi University, Patiala, Punjab, India

This chapter „Marketing of Innovation‟ is the contribution towards the requirements of the book titled as
“MARKETING 5.0: PUTTING UP BLOCKS TOGETHER”. The aim of this chapter is to provide the
guidelines about the marketing of innovation in details. Before we are going into detail, first of all we should know
about the meaning of the words “Marketing of Innovation”. The word market implies the place, where a large
number of sellers are selling their goods to the large number of buyers at a given price during the specified period of
time.
Broadly, market has two types:
 Product Market: - In this market, the sellers are selling their products to customers in the market at the
prevailing market price. It is that kind of market where final sale has been done to the customers at a given
time at a given price.
 Factor Market: - In this market, the entrepreneurs are purchasing factors of production at a given prices
during the specified period of time and these factors are being used in the production of goods e.g.
labour, capital, land and entrepreneur.
What is Innovation and its Origin?
The word innovation is derived from the Latin word „innovare‟ which refers to renew. Thus, innovation is an action
by which a product or service is brought in the market by using the new method or technique to generate the new
value of that product or service in the market.
Types of Innovation
There are four types of innovation as discussed below;
 Incremental Innovation: - it refers to the small improvement or changes in the existing products or
services in a company.
 Radical Innovation: - it refers to the changes in a product style or design entirely and formulate it exactly
new one in the market.
 Disruptive Innovation: - it refers to the creation of new market by giving different types of value which
overtake the existing market.
 Architectural Innovation:- it refers to the way of innovation that changes or modifies the various
component or parts of the system that are inter-linked to each other.
Marketing of innovation refers to capture customer‟s needs, opening up of new markets or brings new product in
the market to enhance the firm‟s sale. Innovation is an art of introducing new product or doing something in a
different way in an economy to catch-up the market share.
Now we are able to define the concept of „Marketing of Innovation‟ as it may be defined, in term of implementation
of new methods or techniques of production that will reduce the cost of production and also will attract the
consumer to purchase it from the market at affordable price. Finally, it will provide the surplus to the entrepreneur
over its cost. In other words, we can say that market of innovation mainly focus on decreasing risk, uncertainty and
increasing optimization of resources. In order to increase market share, the entrepreneur require to innovate in the
product either it is new or old. But, this process will consume a lot of time and also require an intellectual
framework and finally this action depends on information and available resources in an economy.
In this chapter, we will discuss the following aspects in details:

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 History of Innovation in Business Market
 Importance of Innovation
 New product Development Decision Process
 Development of a Marketing Plan
 Sources of Innovation
 Innovation Strategies
“History of Innovation in Business Market”
The perception and acceptance of various innovations started in the 19th century due to the collaboration and co-
operation between science and technology and industry. This collaboration helps the scientists to do practical work,
reproducible technologies which accelerated the culture of innovation in the market quickly. But, the scientists and
businessman remained separate and researcher was working either independently or with the members of a
company that had specialized in developing and generating marketing innovation during this time period. During
the earlier period of 20th century, there were some companies such as power, chemical and communication started
creating in-house research and development. In the 20th century, the most prominent contribution to innovation was
made by Joseph Schumpeter (1934). He is the first economist who gave the deeper explanation of innovation with
regards to an entrepreneur. According to Joseph Alois Schumpeter “carrying out innovations is the only function
which is fundamental in history”. Schumpeter works on the concept of „new combination‟ as innovation and
defined it in 5 terms i.e. new product, new market, new method of production, new source of supply and new
organization of industry.
“Importance of Innovation”
In the present world, Innovation plays an important role the industry to sustain its position in the marketplace. As
the companies fail to adopt the new ideas or technology, they have to face loss in terms of customers or market
share. Thus, to survive in the market, they have to generate new ideas according to the needs and requirements of
the users with the help of available technology. The innovation is the current need for all the industries to attract
more customers and increase their sale. This only will help them to survive in the ever changing and competing
market. Innovation plays as a tool which will help them to market their product more efficiently. As we know
innovation has been successfully launched in the companies like IBM, P&G, APPLE, Toyota Motors etc.
“New product Development Decision Process”:- This task will follow the following procedure:-
[1] Idea Generation: - whether the particular idea will be considerable?
[2] Idea screening: - whether the product idea will be compatible with objectives, strategies and resources of the
company?
[3] Concept Development & Testing: - can we find a good concept for the development of the product and whether
consumers would try to purchase it from the market?
[4] Market Strategy Development: - whether we find a adequate and affordable marketing strategy?
[5] Business Analysis: - whether the product will provide the profit goal to the company?
[6] Product Development: - whether we have developed a product with the available technology?
[7] Market Testing: - whether our product will meet our future expectations.
[8] Commercialization: - whether product sale are meeting our present expectation?
Thus, above detailed methodological test will provide the information about the product either new or old during
and after the introduction of innovation. This procedure will provide conclusion about the product, whether the
consumers prefer to buy it from the market at a prevailing affordable price. In brief, if we will find the answer of the
given questions, definitely we will generate innovation in the product. But there is another question which will grow
in the minds of firms ultimately, where the demand of the new product is or whether the prevailing demand will

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optimize the motive of the enterprises in the market, this issue will put the decision regarding the marketing plan or
strategy.
“Development of Marketing Plan”
As we have studied about the development of the product with the help of innovation. Now turning back to the
development of market plan we take into consideration how to develop this plan.
This plan consists of the following activities:-
1. Preliminary investigation: - It often talks about the decision for the project in which it is considered that
whether there is availability of financial assessment or not in the market. It contains the following
assessments:
a. Preliminary market assessment: - This is a quick assessment about the possible market acceptance and
competitive situation that is based on non-scientific and mostly relying on the house sources. In this phase,
the intelligence business plays very important role in collecting information from the prevailing market
techniques.
There are several sources of information as discussed below:
 Your library: it involves records with key words.
 Trade associations: it involves data regarding the markets.
 Financial houses: it involves the annual reports of the market.
 Your own people: it involves the sale force service representatives.
 Key customers: it includes the focus group and face to face discussion.
 Industry experts: it describes the experts that are seeking the information of an industry.
 Advertisement: it defines the information about the competitor‟s advertisements.
 Research firms: it reflects the published reports by the firms.
 Government agencies: it also provides the information about the market.
 Editors: it reflects the editors of trade magazines.
b. Preliminary technical assessment: - the aim of this assessment is to formulate rough framework about the
product performance with regard to technical feasibility and possible technical risk of the product.
This assessment is dealing with the questions as “can the product be developed? How? Can it be
manufactured?”
c. Preliminary financial assessment: - this assessment is related to the cost, sale price and investment required
to the product in the market.
2. Detailed investigation: - this investigation is a detailed process about the product and also verified the
attractiveness of the project. In this stage we must fulfil a Marketing research. It is related to the field work
about the user needs and wants, concept tests, competitive analysis.
The definition of protocol for the winning new product is a major fact of this stage. It is related to the proper
definition of the target market, product concept, specification of position strategy.
As technical appraisal focuses on the “do-ability” of the given project, the customer needs are sent to technically
and emotionally feasible solution. Then, finally they tested in laboratory work.
Thus, the second stage has identified three main issues:
a. Definition: the definition is related to the question “what and for whom?” if we have defined it, then what
will be the advantages and design requirements. The definition should be defined the target market,
explanation of the product and positioning strategy.

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b. Justification: it involves the question “why?” that is why we should investment in this project. It also
refers to review about business financial, profitability and risk consideration.
c. Project plan: it is related with the question “how and by whom?” it underlines the plan of action from
development through implementation in the market.
The detailed investigation also underlines the user needs and wants, competition analysis, market analysis, detailed
technical assessment, concept test, financial analysis and develops plan actions.
3. The Marketing plan:- the market plan is referred to an action of introducing new product and it specifies
three following things:
a. The marketing objectives
b. The marketing strategies
c. The marketing programs
The marketing planning is a complete set of tasks that are undertaken to reach at the marketing plan.
a. The market objectives: under the market plan, it is very essential to define the marketing objectives.
Broadly, there are three major objectives as- external, undertake situation size-up and internal objectives.
The external objectives are related to the market analysis and macro-environmental analysis. The internal objectives
are market audit and internal strength and weakness.
And finally, the undertaken situation size-up objectives are specified target market, set product strategy and set
supporting strategies.
These four objectives are captured by financial aspects then implementation procedure and will continue with
respect to monitor, control and revise.
“The Market Analysis” deals with the following issues and questions:
 Market overview: what is the qualitative and quantitative scenario of the market size, growth as well as
trends?
 Market segments: what is the market segment with regards to the new product‟s market place?
 Buyer behavior: what are the buyer‟s preferences, wants and needs?
 Competition: who are the competitors? What are their strengths and weaknesses? What are the strategies
adopted by them regarding pricing, advertising and distribution.
„Defining the market target‟ is pre-requisite that one must define the market target before designing the product as
well as before launching a plan. Segmentation can play important role in defining the market target.
Segmenting the market: market segmentation refers to the delineation of group or cluster of people in the market
because there is relatively homogeneity within each group and heterogeneity between groups.
There are four variables that are being used in segmenting a market as:
I. State of being: it includes the sociological, analogous and geographical variables. The sociological
variables are age, sex, income, occupation and analogous variables for industrial goods are company size,
industrial classification and finally geographical variables are urban, sub-urban, ex-urban and rural.
II. State of mind: it refers to “psychographics” that describes attitudes, values and lifestyles.
III. Product usage: this aspect is related to three issues are:
„Value segmentation‟ as buyers can be separated into different categories such as heavy user, light user and non-
user.
„Loyality‟ as some customers is loyal to our firm and some to our competitors.

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„Market factor‟ as it reflects the differential respond by different people e.g. as price sensitive buyers, quality
conscious buyers, service scaling buyers and so on.
Benefit segmentation: it refers to the different tasks of the different people. These are different reasons of
motivation for purchasing a product.
4. Product Strategy: target market definition and product strategy together are framing the strategy development in
the development of the marketing plan. For product strategy, there are some guidelines as discussed below:-
[A] Product positioning: it refers to the mixture of market segmentation and product differentiation and “position”
be perceived by potential buyers in the market.
[B] Product benefits: the benefits of the product should be delineated, features and attributes.
The third step is related to the transformation of the benefits into features, attributes and product requirements. This
final aspect of product strategy is an exact definition about, what product will be placed in the market.
5. Marketing Mix: in the context of development of marketing plan, „marketing mix‟ plays an important role as it
is dealing with „Pricing Strategy‟ and „Distribution Strategy‟ in the market system.
[A] Pricing Strategy: - before taking the decision regarding prices, there should be the clear specification about the
market and the products positioning strategy. There are strategic issues that may affect the price decision discussed
below;
„Skimming versus penetration‟ it is dealing with high volume and low production cost or selected marketing
segments for which the product has most value in the market.
„Corporate strategy‟ it refers to the product‟s price that must be established with regard to the corporate strategy.
[B] Distribution Strategy: - it refers to the channels chooses by the company that effect all their market decision.
There are three types of distribution channels that are;
I. Buyers characteristics:
 High numbers of buyers
 High concentration
 Important purchases
 Irregular purchases
 Short delivery time
II. Product characteristics:
 Perishing product
 High volume
 Low technicality
 No standardized
 High unitary cost
III. Enterprise characteristics
 Low financial resources
 Family of product
 High control.

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“Sources of Innovation”
Innovation became the cultural hub of the industries in the 21st century and now innovations are spreading very fast
in the every fields of the economy. According to Peter F. Drucker there are seven sources of innovation as
discussed below:
[1] The unexpected: - innovation can take place by chance or unexpected. As there is long list of innovation
that can happen in the market.
[2] Incongruities: - when the need is different even than there are supplies constraints, then innovation may
emerge in the market.
[3] Market Structure: - an existing market structure may lead to innovation as how the Google was born and
Google shaped the search engine market at a one place.
[4] Necessity: - necessities are leading to innovation in the market and it is also the matter of innovation.
[5] Demographics: - the demographic aspect can also lead to innovation in the market because the needs of the
life style of the person are neither constant nor small.
[6] Changing Perception: - changing perception regarding the existing thing can also lead to the generation of
innovation in the market system.
[7] New Knowledge: - new knowledge will definitely generate innovation in the market. New knowledge will
replace the existing thing into new one in the market.
“Innovation Strategies”
There are mainly two types of strategies for innovations in business cycle that are internal and market-based.
[1] Internal Innovation Strategies: - Generally, internal innovation strategies are the outcomes of a company‟s
research and development with regard to the specific product. No objection, this strategy may generate through
partnership approach in which lot of companies may take place to generate innovation.
[2] Market-Based Strategies: - No doubt in the world, a number of firm‟s is generating innovation but these firms
will find profitability when they effectively introduced these innovations in the marketplace. This approach includes
the leader, quick and slow follow strategies as discussed below:-
(a) The „leadership approach‟ may provide a leadership status to a company. For instance, companies often
introduced an innovation for existing product or service. If the innovation is completely new product or
service a company will definitely get the status of leadership in the market.
(b) The „Quick Follow Strategy‟ is used by already established company in the market. But to avoid the risk
with regard to the leadership strategy, a company will wait until its competitor to introduced an innovation
in the product or service either new or existing one.
(c) „A Slow or No Follow Approach‟ implies that the company is not able to compete with the new or existing
innovation in the market since the company has not adequate resource or technology to facilitate
innovation.
Conclusion: - In brief, in order to introduce the new product in the market, it is the prime aim that an
entrepreneur should be gathered all the available information with accurate manner so as to minimize the risk
and uncertainty with regards to introduction the new product and also the distributors should be motivated and
informed over the new products with the innovation.
REFERENCES
1. Chandrakhanthan and Karthika, R. Marketing Innovation. IOSR Journal of Business Management. 12(3), 67-74.
2. Śledzik, Karol. (2013). Schumpeter‟s View on Innovation and Entrepreneurship. SSRN Electronic Journal. 10(2139), 89-95.
3. LEIA Technology Development Center (2000). Marketing of Innovation, INNOREGIO: Dissemination of innovation and knowledge
management techniques, Menlo Park, Canada. https://www.urenio.org/tools/en/marketing_of_innovation.pdf

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ANALYSIS OF CRM WITH NEW ERA OF DIGITAL MARKET

INNOVATION DURING COVID-19 PANDEMIC SITUATION
*
Ms.Gopali Dayal,**Ms. Divya Jyoti Thakur,***Dr. Pooja Verma
*
Research Scholar, Faculty of Management Sciences and Liberal Arts, Shoolini University
Solan, (H.P.) INDIA
**
Assistant Professor, School of Business Management and Commerce, IEC University Baddi,
(H.P) INDIA
***
AssociateProfessor,Faculty of Management Sciences & Liberal Arts, Shoolini University,
Solan, (H.P.) INDIA

Abstract
This study aims to analyse what exactly CRM is and how it works with digital marketing innovation during this
COVID-19 pandemic situation. This study aimed to examine how CRM helps every organization to mention a
healthy and long-term relationship with their customers and also shows how CRM contributed to marketing
innovation during this COVID-19 pandemic situation. This study is further divided into three parts, whereas first
part shows that how CRM work with marketing innovation and also how digital market become a huge part of
every organization, second part shows that how CRM help organization during this entire COVID-19 pandemic
situation and provide services to their customers and third part shows that how CRM plays their role in marketing
innovation during this pandemic situation because CRM work as a software which provides every information
about their customers and also help to know about the test and preferences of customers.
Keywords: Customer Relationship Management (CRM), Marketing Innovation, COVID-19.
1. Introduction
Customer relationship management (CRM) is the concept that use as a worldwide strategy in business, to maintain
long-term relationshipsbetween organizations and customers Baashar et al., (2016). According to Krishna and
Murthy 2015, said that not only in the industrial sector but every sector in any profession, if they want success in
their business the bias code is “customer satisfaction”, and customer’s behaviour and orientations reflect through
CRM practices. Nowadays, customer satisfaction is the main aim of every sector.CRM helps in creating a strong
and long-term relationship between the firm and its customers Koch and Salterio, 2017. If a manager wants to
create a good relationship between the firm and the customers, CRM can bea perfect tool for that, it works as an
online web application software that helping every company to directly connect with their customers, co-workers,
and suppliers. In nowadays CMR is not just used by the business organization but every firm using this tool e.g.
(healthcare, organizations, education fields, science, and many more service firms) it helps in maintain the entire
customer-related data in any sector. According toSutar, 2021CRM software is used by every organization/sector
whether its public or private, during this COVID-19 pandemic situation when everything happens through online
platform all the digital marketing, education universities, business schools used this software to maintain their
customer records and ex help them all to provide their software, also help in creating an advance style of education
system for future benefits.
2. Role of CRM in marketing innovation during COVID-19.
2.1.Role of CRM
CRM also plays a huge role in market innovation because every organization invested lots of money in terms of
collection and analysing of data Anshari et al.,2018 but with the help of CRM organizations direct connect with
their customers and know a clear picture of what they want from their organization. According to Choi Sang Long
et al., 2013 marketing innovation is very important for every organization, because existing customers are their but
organization need to create new customers also with help of (variation of their product, new advertisement style,
product packaging, and pricing), now onwards customers satisfaction is important but organization growth is also a
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huge priority for every business, and if the organization is satisfied with their work then they can build a healthy
relationship with their customers.Based on the current situation online marketing is used by every organization, as
we all know that everyone is using digital marketing strategy to grow their business companies are more into this
digital platform and CRM (customer relationship management) helps them to know about their current and further
customers they can use social media, search stations, online marketing as a data collection tool for CRM
Dastane,2020. Digital marketing working as a tool for companies to directly communicate with customers and
achieving organizational goals, companies are using this tool for the growth of their business because nowadays
everyone is using internet services, and digital market is the best way to promote and sell their products (Leeflang et
al., 2014).
2.2. Role of CRM during COVID-19 pandemic situation.
Through this entire pandemic situation CRM (customer relationship management) plays a very crucial role, they
help all the customers and maintain healthy relations with them, although they also full fill all the customer need.
According to Saarijärvi et al.,(2013) with the help of CRM organizations got more information about their
customers, and through our COVID-19 situation organizations get to know what actually “customers” want from
them.CRM technique is used to be more focused on customer satisfaction and providing services to themMohsan et
al., 2011 and in this pandemic, situation with the help of CRMevery organization direct intact with their customers
and provide the necessary services. In COVID-19 pandemic situation where organization conducted their work,
provide services through digital platform and CRM tool helps them to provide necessary information about
customers and help them by giving them services through online platform. According to the research by
Bhattacharya, 2011organizations used CRM to reduce their cost and also increases their organization performance,
and their outcome is the loyalty of their current and further customers, and in this pandemic situation, every
organization used CRM to maintain their loyalty and provide the services.Nowadays CRM is very commonly used
by every organization to mention their customer's relationship and also theirsales activitiesBuyerZone, 2013 and
during this pandemic situation, it comes with the asset for the organization where they connect with their customers
and fulfil their requirements as per their desire, also they can able to manage their sales and other organization
activities.
2.3. Role of CRM in innovative market and COVID-19.
There are different types of challenges and opportunities faced by every organization duringpandemic situations;
CRM helps every field to overcome hurdles during this COVID-19. CRM is used by every field to maintain a
healthy and long term relationship between the customers and organization Bull, 2003; Awasthi andSangle, 2012
and during this pandemic, situation CRM plays a very crushes role to mention their relationship, also innovate the
market into a new direction, the digital platform is a way to explore the market in a new direction during this
pandemic situation where everyone is using work from home Sheppard, 2020 CRM helps every
organization/business to maintain their employees and provide services to them. According to Dorsch et
al.,2001CRM programhelps every organization totargeting and identifying their customer and proved them effective
services into their current location, also helps in achieve the organization goal, during this Coronavirus pandemic
situation where everything is digitalized, work is done through online platform CRM helps the organization to
know about the taste and preferences of customers, this tool helps in identifying the needsof the customers and
provide services to them. CRM software work through a digital platform where organization know about their
customers and during this pandemic situation it is very helpful, also working through this digital platform marketing
culture is also very developed, nowadays organization direct connect with their customers and interact with them
so, that organization previously know about the needs and preferences of their customers and work according to
them.Through this pandemic situation customers and employees, mental health is a priority for every
organizationSpence 2020 CRM helps every organization to give a better service to their customers.
Discussion and Conclusion
CRM (customer relationship management) is used for analysing customer data and maintain a healthy relationship,
CRM comes with positive outcomes for an organization with the help of this we easily analysing financial,
customer satisfaction, growth, and learning of business Azadand Ahmadi, 2014. Nowadays CRM is used by almost
every organization/company to increases their sales, product marketing and provide necessary services to customers
to develop their business; this also may help in creating goodwill forthe organization. CRM software is used as a
tool to manage their relationship with customers with the help of CRM organization direct intact with their

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customer and provide the services, it may help in innovating the market with the help of CRM organization get to
know about customer needs and they can prove exact that can of product what customer want form that
organization. CRM is used to store all customer-related information in one placeit may use in analysing customer
needs,throughthis entire pandemic situation where everyone is doing their work through a digital platform every
organisation used CRM software to provide services to their customers.
CRM is very helpful in marketing innovation organisation can easily provide the necessary product according to
their customer, and also help in increases sales of that product because CRM know about who are the targeted
customers and what exactly they want from that organization Dorsch et al.,2001. According to Leeflang et al.,2014
more organisations are adopting digital marketing to make essay way and direct interaction with their customers
because nowadays the internet is getting a hub for selling and buying their products, with the help of this customer
direct interaction with the organisation and express their views about that product.
We are living in this digital world, where we all depend upon the online platform andthe internet nowadays
technology has become part of our life, during this COVID-19 pandemic situation new era is a rise in every field,
where every organisation/business (education system, social life and so many) use this digital platform to raise their
business and for their further growth, this all comes with a lot of positive effects, through this entire pandemic
situation CRM software is used by every organization/sector to maintain their relationship with their customers
because these are priority of every organization and after this pandemic, everything will be digitizedSutar, 2021.
References
1. Anshari, M., Lim, M. N. A. S. A., & Al-mudimigh, A. (2018). Big Data and Customer Relationship Management in Delivering
Personalization & Customization of Services.
2. Azad, N., & Ahmadi, F. (2015). The customer relationship management process: its measurement and impact on
performance. Uncertain Supply Chain Management, 3(1), 43-50.
3. Battor, M., &Battor, M. (2010). The impact of customer relationship management capability on innovation and performance
advantages: testing a mediated model. Journal of marketing management, 26(9-10), 842-857.
4. Bin-Nashwan, S. A., & Hassan, H. (2017). Impact of customer relationship management (CRM) on customer satisfaction and loyalty:
A systematic review. Journal of Advanced Research in Business and Management Studies, 6, 86-107.
5. Dastane, O. (2020). Impact of Digital Marketing on Online Purchase Intention: Mediation Effect of Customer Relationship
Management. Journal of Asian Business Strategy, DOI, 10, 142-158.
6. Gigauri, I. (2020). Influence of Covid-19 Crisis on Human Resource Management and Companies’€™ Response: The Expert
Study. International Journal of Management Science and Business Administration, 6(6), 15-24.
7. Gopalsamy, S., & Gokulapadmanaban, S. (2021). Does Implementation of Customer Relationship Management (CRM) Enhance the
Customer Loyalty? An Empirical Research in Banking Sector. Iranian Journal of Management Studies, 14(2), 401-417.
8. Hatfield, R. C., Hoang, K., Ricci, M., & Thomas, E. (2020). Auditors’ Customer Relationship Management Activities and Managers’
Cooperation with Auditor Evidence Requests. Available at SSRN 3560921.
9. Hong-kit Yim, F., Anderson, R. E., & Swaminathan, S. (2004). Customer relationship management: Its dimensions and effect on
customer outcomes. Journal of Personal Selling & Sales Management, 24(4), 263-278.
10. Kang, J., Diao, Z., &Zanini, M. T. (2020). Business-to-business marketing responses to COVID-19 crisis: a business process
perspective. Marketing Intelligence & Planning.
11. Wright, R. S. (2020). How COVID-19 Will Change Your CRM Platform… For Good. Research-Technology Management, 63(6), 52-
53.

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DEVELOPING CUSTOMER ENGAGEMENT THROUGH SOCIAL

MEDIA: A REVIEW OF LITERATURE
*
Dr. Rohit Bansal ,**Nishita Pruthi
*
Assistant professor, Vaish College of Engineering, Rohtak
**
Research scholar, Institute of Management Studies and Research, MDU, Rohtak

ABSTRACT
Purpose of this study is to create a better understanding of concept of customer engagement and to study the role of
social media in developing customer engagement. An in-depth review of existing literature is done to study the
factors contributing in developing customer engagement through social media. Findings of study revealed that
major factors that help in developing customer engagement through social media are content quality, trust, security,
concern for privacy, reliability, social influence, entertainment and regularity. Moreover, social media play an
important role in engaging customers.
Keywords-customer engagement, social media, social media platforms.
1. INTRODUCTION
“Customer is king” is one of the oldest mantra in marketing which appropriately reflects the significance of
customer for business. Retaining customers is more crucial than attracting new customers. Customer engagement is
a tool that assists business in the same.Social media provides a platform to engage customers and to maintain an
interactive relationship between business to customer and customer to customer.
1.1 CUSTOMER ENGAGEMENT
According to Bowden (2009) customer engagement is a psychological process that models the underlying
mechanisms by which customer loyalty forms for new customers of a service brand as well as the mechanisms by
which loyalty may be maintained for repeat purchase customers of a service brand.[1]Customer engagement is an
ongoing process and comprises of various stages such as connection, interaction, satisfaction, retention, loyalty,
advocacy, and engagement(Sashi ,2012).[2]
1.2SOCIAL MEDIA AND CUSTOMER ENGAGEMENT
Social media has a major say in increasing customer engagement asitnotifies company’s potential customers about
current promotional offers and encourage repeat sales. Social media embrace two-way communication between
company and its customers. Customer can interact with brands by liking posts, leaving comments and reviews,
mentioning them in their own profile and direct messaging them about queries and feedbacks on various social
media platforms.Following figure manifest the role of social media in developing customer engagement.

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“Social media updates” grabbed the first position in the best performing digital channels that delivered maximum
customer engagement with highest rate (40%) in 2016. Email/newsletter campaigns ranked as second (32%),
followed by SMS campaigns (14%)
2. LITERATURE REVIEW
Farook&Abeysekara(2016) revealed that Trust, Security, Privacy, Reliability and use of social media are the most
significant five factors that influence customer engagement. The customer would interact in a better way only if
they view an organization as secured and trustworthy.
Barger et al (2016) develops a comprehensive framework that put forward antecedents, sub-area and consequences
of customer engagement through social media. Antecedents consist of factors related to Brand, Product, Customer,
Content and Social media. Sub-areas for social media customer engagement include four aspects ranges from just
reacting and commenting on content to sharing and posting content. These subareas show different effects on brand,
product, customer, content and market which is addressed as consequences.
Kohlmeyer (2017) concluded that nowa days, social media emerge as an indispensable tool for mass
communication as well as one-to-one communication between various stakeholders of company including firm-to-
firm and customer-to-customer communication. Such communication empowers company to engage customer and
to maintain interactive relationships with them. Author also throws light on significance of quality of content.
Content should be capable of attracting the passive customer.
Tomar et al (2016) believed that social media proved itself as most authentic source of information as it encourage
two way communication. It has capability to build the confidence of customers and thus increasing its credibility.
Jayasingh (2019) undertook seven variables to check their influence on customer engagement behaviour. Out of
which, as per study, Social benefits and Brand love doesn’t show positive relation with customer engagement
behaviour in social networking sites while Entertainment, Information Seeking, Trust, Economic benefit and Social
influence are observed as key factors for determining customer engagement behaviour.
Santini et al (2020) put emphasis on Trust factor. It doesn’t only have direct relation with customer engagement but
also an indirect relation with customer satisfaction. Firm must be transparent in their actions to enhance Trust in its
customers and present itself as trustworthy in order to strengthen customer engagement in social media companies.
Liu(2021) observed that Entertainment, Interaction and Trendiness magnify social media customer engagement of
luxury firm but Customization surprisingly does not contribute much in increasing customer engagement.
Gligor et al (2019) identified three different sets of factor which in combined manner lead to customer engagement.
First combination includes brand involvement, brand satisfaction, brand commitment and brand loyalty. Second
combination comprises of 5 factors i.e. brand interactivity, brand trust, brand satisfaction, brand commitment and
brand loyalty. Third combination shows that high brand interactivity alone is enough to create high brand
engagement.
Cuillierier (2016)revealed that customer engagement will magnify if company post content on regular basis, co-
create content to make customer feel important, target customers through specific social media platforms and post
picture content. Author further identified high quality content post engage more customers.
3. INFERENCES DRAWN ON THE STUDIES REVIEWED
With an in-depth analysis of literature,it was found that customer engagement is increasingly becoming one of the
important issues in the competitive business environment. Both researchers and practitioners are focusing on how
customer engagement can be enhanced through different social media channels. Social media platforms like
facebooks, twitter, Instagram etc. emerges as an excellent medium to engage customers as it allows brands to share
picture content, video content, audio content and textual content. Moreover, social media encourages interaction
from customers in terms of liking, commenting, sharing, mentioning and direct messaging. Hence, Social media is
an upper advantage in building customer engagement. This study focuses on study of following factors that assist in
developing customer engagement through social media that are extracted from the literature:

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 Content Quality
 Trust
 Security
 Concern for privacy
 Reliability
 Social influence
 Entertainment
 Regularity
CONCLUSION
To put it all together, customer engagement is the never-ending process of developing and strengthening
relationships with customers by interacting with them through varied channels. With the increasing use of social
media by customers, brands realize the importance of using these platforms to be in a dialogue with customers. A
company can use various social media platforms like facebook, instagram, twitter, Snapchat etc. to attract diverse
customer base.Marketing professionals must focus on factors likecontent quality, trust, security, concern for
privacy, reliability, social influence, entertainment and regularitywhile using these platforms for engaging
customers.It is the most effective medium that is why most of companies are relying on this cost effective and time
saving channel for developing customer engagement.
REFERENCES
1. Bowden, J. (2009). The Process of Customer Engagement: A Conceptual Framework. Journal of Marketing Theory and Practice,
17(1), 63-74. Retrieved April 3, 2021, from http://www.jstor.org/stable/40470395
2. Sashi, C. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253-272.
3. Farook, F., &Abeysekara, N. (2016). Influence of Social Media Marketing on Customer Engagement. International Journal Of
Business And Management Invention, 5(12), 115-125.
4. Barger, V., Peltier, J.W. and Schultz, D.E. (2016), "Social media and customer engagement: a review and research agenda", Journal
of Research in Interactive Marketing, Vol. 10 No. 4, pp. 268-287. https://doi.org/10.1108/JRIM-06-2016-0065
5. Hofman-Kohlmeyer, Magdalena. (2017). Customer engagement with a brand in the content of social media.CBU International
Conference Proceedings. 5. 172. 10.12955/cbup.v5.920.
6. Tomar, M., Pandey, K., &Punia, D. (2016). Customer engagement on social media: understanding the functional perspectives of
social media towards customer engagement, International Journal of Marketing and Human Resource Management (IJMHRM), 7(3),
60–63.
7. SudarsanJayasingh | (2019) Customer brand engagement in social networking sites and its effect on brand loyalty, Cogent Business &
Management, 6:1, 1698793, DOI: 10.1080/23311975.2019.1698793
8. Santini, F., Ladeira, W., Pinto, D., Herter, M., Sampaio, C., &Babin, B. (2020). Customer engagement in social media: a framework
and meta-analysis. Journal Of The Academy Of Marketing Science, 48, 1211–1228. Retrieved from https://doi.org/10.1007/s11747-
020-00731-5
9. Liu, X., Shin, H., & Burns, A. (2021). Examining the impact of luxury brand's social media marketing on customer engagement:
Using big data analytics and natural language processing. Journal Of Business Research, 125, 815-826. Retrieved from
https://doi.org/10.1016/j.jbusres.2019.04.042
10. Gligor, David &Bozkurt, Siddik& Russo, Ivan, 2019. "Achieving customer engagement with social media: A qualitative comparative
analysis approach," Journal of Business Research, Elsevier, vol. 101(C), pages 59-69.
11. Cuillierier, A. (2016). Customer Engagement through Social Media.Helsinki Metropolia University of Applied Sciences.

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NEUROMARKETING AND CONSUMER BUYING BEHAVIOR

*
Dr. Ravindra, **Bharat Bhushan
*
Assistant Professor, Department of Commerce, Indira Gandhi University, Meerpur, Rewari
**
Research Scholar, Department of Commerce, Indira Gandhi University, Meerpur, Rewari

INTRODUCTION TO NEUROMARKETING
The blending of two different disciplines, Marketing and Neuroscience, ends up in formation of a new discipline
which is Neuromarketing. Neuromarketing relates to the assessment of changes occurring in the brain of customer
to calculate the reaction of the brain once it comes in a close contact with any market stimuli. Market stimuli may
include any efforts of the marketer which are imposed to extend the sale of the product such as advertisement,
packaging, web site layout just in case of online marketing etc. Neuromarketing generally considered as a new
science of advertising or marketing with brain. Professor Gerald Zaltman of Harvard explained that 95% of our
purchase decision making takes place in the subconscious mind. Emotions play a vital role in overall
decision making process by the customer. As a result, the traditional methods of marketing fail to depict the
subconscious mind. Neuromarketing help a marketer to understand the black- box of the customer i.e. brain
of the customer.
DEFINITIONS OF NEUROMARKETING
Neuromarketing is the assessment of the working of the marketing. The Cambridge Dictionary defines,
“Neuromarketing is the study of how people’s brain reacts to advertising.”
Different researchers have defined Neuromarketing in their researches differently. Some definitions of
Neuromarketing are-
According to Zurawiki (2010), “Neuromarketing is the area of science investigating the brain and neural responses
to stimuli realted to market change.”
According to Eser, Isin and Tolon (2011), “Neuromarketing uses the latest advances in brain scanning to learn more
about the mental processes behind customer purchasing decisions.”
According to Morin (2011), “Neuromarketing is an emerging field that bridges the study of consumer behavior with
neuroscience.”
According to Pop and Iorga (2012), “Neuromarketing is the knowledge of the mechanism of information processing
in the human brain that can generate ideas for improving the decisions of entrepreneurs in their communications
with customers.”
According to Kong, Zhao, Hu, Veechiato and Babiloni (2013), “Neuromarketing is a novel application of
neuroscience to consumer psychology, especially for advertising.”
Overall neuromarketing is a window with the help of which we can see the internal data in the brain of customers
and use this data in better assessment of target customers.
A BRIEF HISTORY OF NEUROMARKETING
In 19th century, an Italian Physiologist Prof. Angelo Mosso carried out an experiment and ascertain that whenever
our brain performs any mental activity, the blood flow within the brain will increases. In 1990, two psychologists at
Harvard University, Gemma Calvart and Gerald Zaltman developed the thought and established consumer
neuroscience companies. This concept was named as Neuromarketing by Prof. Ale Smidts in year 2002. The
Atlanta based company, The Brighthouse Institute for Thought Sciences was the first one to use neuromarketing
techniques in 2002. Since then, it’s been growing and developing like conflagration.

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NEED OF NEUROMARKETING
Marketing has developed remarkably with the development in technology. As a result, the previous theories of
marketing that helps to seek out ways to convince customers to buy their products are pale away and scientific ways
of marketing are taking a plunge importance in market research.
Every marketer wants the answer of these questions:-
 Why do peoples buy and what they do?
 How much are they willing to pay?
 Why do some brands appeal more than others?
The old techniques of marketing fail to seek out the answers of these questions. They solely help in convincing the
customers to shop for their products and pay no attention towards customer reactions after they were exposed to
these stimuli. However neuromarketing helps a lot for the marketers to seek out how the brain of customer reacts
once it’s exposed to market stimuli.
Neuromarketing helps a marketer in finding out
 The internal feelings in the customers mind at that time when they are exposed to market stimuli.
 How brain reacts differently to these stimuli when the locations of exposition differ?
Different locations of exposition may be:-
 Different levels of prices,
 While purchasing online or in a store/offline.
 The conversion of these reactions into the final decisions by the mind of the customers (the customer may
purchase the product or may shift to something else).
NEUROMARKETING CONSIDERS WHAT?
Neuromarketing helps in finding the reasons for the most important question that every marketer wants to know i.e.
Why do some products/brands appeal more than others?
Neuromarketing mainly focuses on these main factors including- the use of effective packaging for the product,
using attractive combinations of color, setting the right prices for the product, designing a proper layout of
the website and the advertisement efficiency. Some brands focus more on the concept of loss aversion and
decision paralyses. Loss aversion is a psychological phenomenon in which people prefer avoiding losses to
acquiring gains. Decision paralysis occurs when a customer have to select from options that are difficult to
compare. Most of the marketers favors that the larger the list of product offerings in the market, greater the chances
of customers getting the product that exactly matches their needs. All these factors make a brand more appealing in
the market than the others. Neuromarketing helps in assessing the impact of these stimuli on customer brain and
hence evaluate the response of the customer brain against these market stimuli.
To consider the impact of these market stimuli on customer brain, varied techniques are used. These techniques
mainly embody FMRI (functional magnetic resonance imagining), EEG (Electroencephalography), Pupil meters
indicators, use of Galvanic Skin Responses etc. But the FMRI is the technique with wide level of acceptance. FMRI
scanned and detect the change within the flow of blood in the brain once it’s exposed to external stimuli.
IMPORTANCE OF NEUROMARKETING IN MARKETING RESEARCH
The importance of neuromarketing moves to a high level when it approaches to the concept of
marketing research. Most popular establishments including Google, Hyundai, Microsoft, HP and various more have
investing a lot in it. Neuromarketing helps a marketer in measuring the psychological response of the customer
against each and every marketing activity whether it is packaging, advertisement, pricing strategy and many more.
With its help, a marketer can access the effectiveness of the current campaigns and also find out the necessary
actions required to improve them.

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INTRODUCTION TO BUYING BEHAVIOR OF CONSUMER
The behavior of the customers in the market while buying a product/service consists of the buying behavior of the
customer which mainly includes the attitude, preference and intention of the customer.
Philip Kotler defines buying behavior of consumer as the study of how, what, when and why aspect relating to their
buying decision (how they buy, what they buy, when they buy and why they buy).
The standard behavioral model of consumer buying behavior in market mainly includes-
1. Problem Recognition- At this stage the customer assess that there is some need/want which is
unfulfilled.
2. Searching for Information– After assessment of unfulfilled need/want, the customer start to collect
information to fulfill this need.
3. Assessing Alternatives - At this stage, various alternatives are evaluated against needs, wants, taste
and preferences, financial resources etc.
4. Buying Decision- After assessing alternatives, the most effective alternative will be purchased.
5. Post-Purchase Evaluation- To evaluate whether or not the purchase decision is right.
IMPACT OF NEUROMARKETING ON MARKETING ACTIVITIES
There are five major fields of marketing activities in which neuromarketing is playing a vital role which are-
1. Neuromarketing on Branding- Branding aims for deciding a differentiated name or symbol for a
product/service. The main purpose of branding is to create a better positioning of the product/service
in the market which ultimately results in higher level of satisfaction in old customers and an
improvement in the number of new customers. Neuromarketing helps by providing significant
techniques for evaluating the brand associations because customers behave loyal only to their most
well-liked brands. Emotions have a more powerful impact on our actions than rational thought.
Neuromarketing helps in studying the emotional and cognitive aspect of the customers.
2. Neuromarketing on Pricing- Pricing is an important factor in the purchase decision of the customer.
While setting the prices of the products, neuromarketing helps to find out a suitable/reasonable price
from the viewpoint of the customer that will result in shifting of the customers from purchasing
other’s products to yours. Most consumers can’t express exactly the price for which they are ready to
buy your products/services. Neuromarketing helps in exploring the internal data from the brain of the
customers.
3. Neuromarketing on Advertising- The concept of presenting the product and to advertise it in the
market are considered as an important aspect now-a-days. Various neuromarketing researches
conclude that attractiveness of the advertisement activates the ventromedial prefrontal cortex that finds
out how our emotions affect the purchase decisions. Also advertisements are remembered for a long
period if they are either very attractive or very unattractive. The celebrity endorsement in the
advertisements also has an impact on customers mind. Advertisements with popular celebrities have a
positive impact than an advertisement with non- famous celebrity. Neuromarketing is aim to better
transmission of marketing messages and increase the likelihood of purchase by the audience.
4. Neuromarketing on New Product Development/ Product Design/ Packaging-. While introducing
a new product within the market, numerous neuromarketing factors like health or fashion trends,
identification of new target group, taste & scent of the product have a positive impact. Returning to
new product design or packaging, neuromarketing factors like packaging size, packaging material,
color distribution and location of logo are to be considered. So neuromarketing techniques may prove
helpful while taking various actions regarding new product development and its pilot testing in the
market.
5. Neuromarketing on Consumer Buying Behavior- Neuromarketing is a blending of neuroscience
with marketing. It mainly considers how customer reacts emotionally and cognitively to market
stimuli. As the earlier points highlights the impact of neuromarketing on various marketing activities
such as branding, pricing, advertisement and new product development. All these marketing activities
ultimately reflect the buying behavior of a consumer.
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The marketer can assess the hidden secrets of their customers that they can’t express by using various
neuromarketing techniques. By knowing the hidden secrets of customers, they can increase their database regarding
their target customers and can understand the behavior of customers in a better way. All those purchase decisions
which are taken by the customer at a subconscious or unconscious level of mind can’t be assessed by the traditional
methods of marketing but neuromarketing techniques proves to be helpful in assessing such type of purchase
decisions. But it doesn’t mean that neuromarketing replaces the traditional marketing rather neuromarketing is a
sum-up with the traditional marketing. But its help a marketer can better assess the behavior of the customers and
also various drivers responsible for that type of particular behavior.
HOW NEUROMARKETING HELPS IN BETTER UNDERSTANDING OF THE CONSUMER BUYING
BEHAVIOR?
In our day to day life, we have seen that some products/brands appeal more than the others in the market. The
reason behind this is simply the level of understanding that different marketers possess about their target customers.
Marketers with better understanding of their customers are more efficient than others. Such marketers are in a better
position in knowing what their customers want and then delivering the products/services which suits their desire.
Marketing is all about meeting the expectations of the target customers profitably by providing them
products/services which they want.
When asked expressly, most of the consumers aren’t able to phrase their needs and desires however neuromarketing
helps in revealing all the hidden internal data from customer’s mind. Neuromarketing principally helps the marketer
in revealing the mental process behind customer buying choices. Neuromarketing helps in understanding how
customer reacts emotionally and cognitively when getting exposed with market stimuli. All such hidden internal
data help a marketer in understanding its target customer in an effective and efficient way.
CONCLUSION
Neuromarketing has a higher impact on various marketing activities performed by the marketer ranging from new
product development to its packaging and then after its advertisement in the market and also to make the customer
ready to buy this product from a variety of similar products available in the market. All these factors ultimately
affect the buying behavior of the customer in the marketplace. So neuromarketing may be treated as an important
aspect in studying the customer buying behavior.
REFERENCES
1. Chatterjee, S. (2015). Neuromarketing- A Path Breaking Approach to Understanding Consumer Behavior. AIMA Journal of
Management & Research, 9(4).
2. Devaru, D. (2018). Significance of Neuromarketing on Consumer Buying Behavior. International Journal of Technical Research &
Science, 3(3), 114-121.
3. Falsarella, C. R., Oliveira, J. H., & Giraldi, J. D. (2017). The Influence of Celebrity Endorsement on Visual Attention: An Eye-
Tracking Study in Brazil. Academy of Marketing Studies Journal, 21(1), 47-60.
4. Francis, D., & R, R. (2016). A Study on Neuromarketing: A Unique Bond Between Consumer’s Cognizance and Marketing.
International Journal of Commerce and Management Research, 2(11), 51-54.
5. Genco, S. J., Pohlmann, A. P., & Steidl, P. (2013). Neuromarketing for Dummies (1 ed.). United States of America: John Wiley &
Sons Canada Ltd.
6. Kumar, H., & Singh, P. (2015). Neuromarketing: An Emerging Tool of Market Research. International Journal of Engineering and
Management Research, 5(6), 530-535.
7. Kumar, S. (2015). Neuromarketing: The New Science of Advertising. Universal Journal of Management, 3(12), 524-531.
8. Madan, D., & Popli, A. (2016). A study on Neuromarketing as Emerging Innovative Market Research Strategy: An Interpretive
Structural Model Approach. IOSR Journal of Business and Management, 18-30.
9. Philip, B. (2018). A Study on The Impact of Neuromarketing on Customer Purchasing Behaviour with Special Reference to
Bangallore. International Journal of Management, IT & Engineering, 8(12), 306-312.
10. Wilson, R. M., Gaines, J., & Hill, R. P. (2008). Neuromarketing and Consumer Free Will. The Journal of Consumer Affairs, 42(3),
389-410.

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GEO MARKETING: AS A MARKETING STRATEGY IN DIGITAL ERA

*
Dr. Ravindra
*
Assistant Professor, Department of Commerce, Indira Gandhi University, Meerpur, Rewari

INTRODUCTION
Geo-marketing may be a tool that uses geographic or location-based information to assist companies put
marketing strategies and campaigns together. Using digital maps to arrange and display data allows
marketers to research data by region or specific physical location (for example, a store). The arrival of digital
technology has made it possible for companies of any size to require advantage of the advantages of digital
marketing during a way that creates geo-marketing cheaper. Geo Marketing uses geographic information
systems (GIS) and data through Internet searches, mobile searches, and social media to plug businesses and
their websites during a geographical context. Most geo-marketing services are compatible with many smart
phones, tablets and PC platforms 1.
In geo-marketing, customer data from online transactions, mobile devices and other sources is stored in
company databases. This information is applied to digital maps, for instance, a zip-code map or a street map.
Analysis of geo-marketing data helps marketers determine where their customers are, link data to a digital
map to know where their customers are during a geographical context, locate something on a digital map,
create summary information for specific locations and choose customers especially areas. Geo-
marketing also can help marketers select customers almost like a selected type within the remainder of the
country or address problems regarding the situation of a replacement office or store.
Geo-marketing are often used for selecting an internet site for a replacement business or branch, determining
key locations for advertising, displaying website content that's distinct to a user‟s origin and offering online
advertising supported a user‟s location. Other applications include showing how a customer segment could
be distributed during a particular region and fixing service networks. Over time, geo-marketing systems
should even be updated to reflect changes in customer data. 2.
MEANING OF GEOMARKETING
Geo-marketing isn't a short-term marketing strategy, neither is it a campaign by itself. Rather, it's a tool
marketers use to work out strategies and make campaigns—a method of handling data that makes powerful
and actionable insights into the market environment. Geo-marketing is that the use of location knowledge to
border marketing efforts, using digital mapping to arrange and display data for review and decision-making.
The digital map allows marketers to research data by geographical area (such as a suburb bordering a
serious city) or specific physical location (such as a specific store). Today‟s digital technology, with location
data available through social media and mobile devices, will only help this marketing approach still increase
in power and capability. Who Implement Geo-marketing? The companies‟ best situated for using geo-
marketing are people who have the foremost access to location data, like telephone companies and other
mobile-service providers. Nevertheless, geo-marketing are often employed by virtually any business, since
digital technology has made it affordable for even small companies to implement.
Geographic Information Software (GIS) are often purchased for geo-marketing analysis; and data to feed this
software are often collected through commercial activity. Meanwhile, large firms already engaged in
database marketing can apply most of their existing data to geo -marketing, since equally of knowledge tied
to a customer address or postcode can immediately be connected to a digital map.
• Local customers: When a business—for example, a furniture store—is looking to advertise a purchase, it
can use geo-marketing to spot the purchasers within an hour‟s drive for the needs of sending flyers.
Meanwhile, when a business is looking to expand to a replacement location, geo-marketing can tell them
what areas show the foremost demand for that business‟s products or services. Yet one more business may
use geo-marketing data to work out the simplest places for purchasing billboard advertisements, based upon
the residences and traffic patterns of their customer base.

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• Internet customers: internet buyers transmit their computer‟s geographic location through their IP address.
Company websites can use this information to display their pages within the language of the user (for
example, after detecting a German IP address, the corporate displays its homepage in German rather
than English). Search engines can rank certain results based upon proximity to the user‟s location.
Contextual ads can confirm that users in San Francisco are targeted with ads for San Francisco
restaurants rather than restaurants in New York.
• Mobile device users: Consumers can receive discounts, e-coupons, and other marketing based upon their
location at any given moment. AT&T‟s Shop Alert program, for instance, detects when a subscriber‟s mobile
device is brought within a particular “geo-fence” surrounding a participating location—a donut shop, for
example—and then sends them a suggestion .

• Social media users: Many social media platforms allow users to “check in” to varied locations, like their
local cafe or restaurant. These businesses can then send special offers to such users.
TYPES OF GEOMARKETING
As mentioned earlier, geo-marketing may be a marketing strategy that encompasses the varied sorts
of location-based marketing tactics. Thus, it's not a tool by itself. As such, if you're looking to focus on your
customers supported their location; you'll utilize either or all of the subsequent geo-marketing tactics7:
Geo-fencing
Geo-targeting
Geo-conquesting
Beacons
I shall check out each of those geo-marketing tools in broader detail within the sections that follow.
What is Geo-targeting: In geo-targeting, marketers usually target a possible customer using their web
browser‟s IP address rather than GPS location. This practice has been around for an extended time. Since the
inception of the web, websites are utilizing their visitors‟ IP addresses to serve them with personalized
content. As an example, you would possibly have noticed that a web mercantile establishment usually
displays your local currency albeit the shop could be international. This is often a premier example of geo-
targeting in action.
Nonetheless, there's a drawback to using geo-targeting. IP addresses aren't usually very precise; they only
give the overall location of the buyer. As such, it's incredibly difficult to focus on a selected neighborhood
using just an IP address. Therefore, geo-targeting is best fitted to broad regions, like a whole city or state.
If you're looking to be more specific in your targeting efforts, you ought to consider geo-fencing.
What is Geo-fencing: this is often the mobile generation‟s solution to standard web-based geo-targeting. In
geo-fencing, marketers utilize the consumer‟s mobile device‟s precise GPS location rather than its IP
address. The advantage of geo-fencing is that the GPS location updates itself if the buyer moves. As such, it
allows for more relevant and timely messaging.For example, if a shopping store‟s app detects that there‟s a
possible customer near it, it can use time-limit marketing strategies like offering a reduction coupon. This
will function as incentive for the customer to pay your store a visit. Additionally, geo -fencing parameters are
often calibrated to fit your goals and objectives. For instance, you'll have a fence as wide because the city or
as small as a street. Nonetheless, geo-fencing has been found to figure better for smaller regions like specific
streets or neighborhoods. It is often an especially handy tool for brick-and-mortar stores and restaurants
looking to direct more pedestrian traffic into their establishments.
What are Beacons: Beacons allow you to focus on your audience even more precisely than geo-fencing. A
beacon may be a small device that receives location data from any nearby mobile device via Bluetooth. Since
beacons are Bluetooth-based, they will be utilized in areas that don't have good cell reception, as an
example, the inside of an emporium. The data that a beacon collects usually gives the app precise details
about the customer‟s exact location. This will help marketers to supply their customers with a far better in-
store experience by directing them to products that the customer is probably going to have an interest in.
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Nonetheless, there's a drawback to using beacons. They‟re going to only work as long because the customer‟s
device‟s Bluetooth is turned on and is within the beacon‟s range. Additionally, beacons are often challenging
to use on property since they need to be physically placed, secured, and monitored.
What is Geo-conquesting: this is often a geo-marketing tactic that utilizes a geo-fence to draw away
consumers far away from the competition. This, therefore, means instead of having an outlined geo-fence
around your establishment, you create a geo-fence around your competitor‟s store and use it to draw their
potential customers to your business instead. For example, if a little, local cafe is looking to
remain competitive within the presence of giants like Starbucks, it can create a geo-fence around those stores
then target their consumers with tempting deals. This system, however, also can be employed by larger
businesses looking to accumulate all potential customers within their vicinity, using equivalent incentives.
GEO MARKETING FACTORS
Geo-marketing isn‟t for each business. Whether you ought to use a geo-marketing service depends on the
character of your business, whether your customer base already is using this feature, and which location-
based activities consume your prospective customers‟ time. Moving towards these factors before you
considered the following5. Don‟t Reinvent the Wheel: Many cell-phone apps already offer a location-specific
tool for instance , a weather report, road conditions, an inventory of gas prices at stations around
town then add a sponsor. If all you‟re trying to try to to is reach the on-the-go consumer who is prepared to
shop for, does one need quite that? Maybe a pay-per-click (PPC) ad on a mobile program solves your need.
Numbers Matter: Enough people living near or visiting your location need to use a specific geo-marketing
application to form it well worth the effort. This issue is nontrivial because most services don‟t publicize this
data. Attempt to research the amount of users in your area with both the service provider and a third-party
source, like Alexa. The numbers can fluctuate widely and are difficult to seek out. After you estimate the
dimensions of the potential audience (the reach), remember that only a little percentage of the audience is
probably going to become customers. Your best bet: Ask existing customers which location-based services, if
any, that they use.
Prospective Customers Must is willing to Participate: Some surveys have shown that mostly women avoid
location-based services partly out of fear of stalking and partly from lack of interest. You want to take
privacy issues under consideration. Local isn't Always Enough: regardless of the dimensions of the
entire user base for a selected location tool in your neighborhood, you'll draw an outsized audience of
foursquare users as long as you happen to have the pizza place across the road from the pc science building
at the local college, not if you offer a badge to seniors at a retirement community who show up for specials.
Demographics are Fluid: Be cautious: The demographics and statistics on these sites change quickly as they
become more popular and move out of the first adopter stage. The Temptation is great to „Go Geo‟: Don‟t
jump into geo-marketing simply because it‟s cool or trendy.
USEFULNESS OF GEO MARKETING
Geo-marketing is often particularly useful to social media marketers if you're a business with a true location,
as against a business based solely online. for many businesses, geo-marketing involves a teaser deal that
draws residents or out-of-town visitors who “check in” online or with a mobile device once they reach the
establishment. This idea is especially attractive for events, tourist sites, restaurants, and entertainment
venues. Most these services notify their subscribers by text message or on their mobile sites whenever a
suggestion is out there nearby. Each service operates a touch differently, with some offering virtual badges
as a gift, while others offer special discounts to repeat customers (those who sign up most often) or first-
timers3.
Information is an important asset that plays a really important role in several aspects of business. Because
of this, anyone can act accordingly and anticipate what is going to happen before it happen. Within
marketing, your role is additionally crucial. One among the various forms that information takes within
marketing is that the location. Using location data and applying them in marketing results in a really popular
trend nowadays which can bring many benefits to companies. These are ten samples of the way to use geo
marketing6.

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1. Know Your Customer in Depth: Knowing who your customers are important during a company,
since which will affect the kinds of products you sell, the situation of your stores or the way you
communicate with them. Because of geo-marketing, you'll create very complete profiles of clients:
who they're what socioeconomic level they need, where they live, how they visit get to your business,
buying habits. You‟ll also discover behavior patterns supported certain criteria which will assist you to
supply exactly what you're trying to find.
2. Identification of Potential Customer: always remember the present customers, you've got to
require care of them so you don‟t to lose them, but a business also must grow and obtain new
customers. By knowing the profile of the people that come to your business, you'll extrapolate to more
remote areas and identify similar people there. Hereof, it's an issue of exploring different possibilities
on the way to reach those potential clients.
3. Monitor Customer Opinion on Social Networks in Real Time: Nowadays, spread the word has leapt
to social networks and its scope is far greater. That‟s why it's advisable to remember of what they
assert about our company, to understand the opinion of the clients in real time (thanks to hashtags or
mentions), to interact with them and made the required changes to enhance the satisfaction of future
users.
4. Identification of the Competition: A business not only has got to check out itself, but it also has got
to observe what its competition does. Geo-marketing offers an exhaustive analysis of the situation of
competing companies and take actions from these data, such as, for instance , trying to find a
differentiation if there are similar businesses nearby.
5. Optimization of the Commercial Network: just in case of getting several establishments open in
several geographical locations, geo-marketing provides a series of knowledge and knowledge on their
economic performance and therefore the market share that every of them achieves. It‟s once you need
to assess what actions to require, whether to shut one among the stores or modify the marketing
strategy to urge that number of potential customers to become real customers.
6. Identification of latest Business Opportunities: After having analyzed and optimized the
present commercial network, it's time to think about if it's possible to expand this network and
appearance for brand spanking new opportunities. It‟s important to first study different
locations during which potential customers are found with similar profiles to people who have already
got current consumers of our product.
7. Optimization of Transport Routes: At now geo-marketing is combined with a part of the logistics
of the corporate to research the effectiveness and efficiency of the present transport route. It also
looks for various ways to adapt the route to new customers or values if it's necessary to create a
replacement distribution center. It can even value integrate a home delivery service if you are
doing not have it.
8. Increase Sales with the knowledge Obtained: Geo-marketing offers an outsized amount of
knowledge about its customers, about the competition, about new business possibilities. It‟s the
work of the corporate manager to asses this information, process it, in order that all this becomes a
rise in sales. Because it are often said, information is power, and geo-marketing is information.
9. Increase the Visibility of the Company: for brand spanking new customers to succeed in the
corporate, it must be visible, and today, the simplest place to urge that visibility is on the
web. Because of certain specialized pages like Yelp or Foursquare, it's easy to place any business on
the map and classify it in order that anyone features a quick and straightforward access.
10. Geo-marketing As a Storytelling Tool: because of maps you'll tell stories, which may be a very
bright and interesting thanks to catch an objective audience. Telling the history of the corporate or the
products helps customers to understand better their past and also to feel closer.
After seeing several samples of the utilization of geo-marketing, it's fully demonstrated that it's a
really important tool for a business, in several stages. It allows you to understand your customer
deeply (who is, what to shop for, where to buy?), reach potential new users and also know the

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competition. Additionally, geo-marketing also helps the corporate to figure more efficiently and
expand within the most favorable sense, trying to find the simplest areas where the business will work
better and achieve an expansion and a rise in profits because of all the knowledge and tools that
provide the situation Intelligence tools.
CONCLUSION
Geo-marketing is that the technology of selling research to form strategic, conceptual and managerial
solutions supported the methods of geographic analysis of varied spatially-distributed objects and
phenomena. Geo-marketing helps - to spot the audience at the proper territorial unit; - conduct
competitive analysis; - to work out the simplest location for the new object; - to offer a forecast of the
turnover of economic real estate; - to develop an idea for an existing or planned. Geo-marketing is that
the marketing strategy is going to be used widely in future by the marketers in various purposes and
helpful to form fast decisions also as help to scale back cost. Apart from this, the tool are going to
be used to satisfied the customer need during a personalize way or customize way.
RFERENCES
1. https://whatis.techtarget.com/definition/geo-marketing.
2. IBID.
3. https://www.dummies.com/business/marketing/how-to-use-geomarketing-to-drive-traffic-to-your-location/.
4. IBID.
5. https://www.marketing-schools.org/types-of-marketing/geomarketing/#section-0.
6. https://geographica.com/en/blog/uses-of-geomarketing/.
7. https://linchpinseo.com/guide-to-
geomarketing/#:~:text=Geomarketing%20is%20one%20of%20the,straight%20to%20their%20mobile%20devices.

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MARKETING PRACTICES OF NON-GOVERNMENT ORGANIZATIONS

*
Dr. Garima Dalal, **Dr Sonia, ***Ishu Jindal
*
Assistant Professor, MDU, Rohtak, Haryana, India
**
Assistant Professor, MDU, Rohtak, Haryana, India
***
Research Scholar, MDU, Rohtak, Haryana, India

INTRODUCTION
Marketing? Do we really need it? Marketing is for commercial organizations who are in it for profits! This is the
basic reaction of managers and employees of non-profit organizations when word marketing was used in formal
communication. This response is due to lack of understanding of marketing rules as some people consider it same
as advertising and promotional tool. According to them, it is wasteful expense, and donations should be better
utilized for serving society. (Andreasen and Kotler, 2003). Marketing is also relevant in the non-profit sector; this
concept was initiated by Kotler and Levy (1969) who define marketing as serving sensitively and satisfying human
needs. Marketing is a way to make the customer aware that their product and service have value to them. Similarly,
even NGOs need to reach out to a group of people to ensure the success of their social projects, in this case, noble
cause is the product.
India has a long history of civil society based on the concepts of “daana (giving) and seva (service). Voluntary
organizations were active in cultural promotion, education, health, and natural disaster relief as early as the
medieval era”. According to the world bank “The diversity of NGOs strains any simple definition. They include
many groups and institutions that are entirely or largely independent of government and that have primarily
humanitarian or cooperative rather than commercial objectives. They are private agencies in industrial countries that
support international development; indigenous groups organized regionally or nationally; and member groups in
villages. NGOs include charitable and religious associations that mobilize private funds for development, distribute
food and family planning services and promote community organization. They also include independent
cooperatives, community associations, water-user societies, women's groups, and pastoral associations. Citizen
Groups that raise awareness and influence policy are also NGOs". In India, the Societies Registration Act 1860
provides legal status to NGOs. As per Human Development Index ranking (2020) India holds the 131st position.
The Global Hunger Index in 2020 indicates India has a level of serious hunger as with a score of 27.2 holds 94th
position. So, in a country like India where high level of income inequalities exists NGOs play a very important role
in serving the marginalized and untouched area of society where sometimes government is not able to reach. The
outbreak of Covid 19 teaches us a lesson: how humanity prevails in difficult times. In fact, NGOs played a very
important role in fighting the triple crisis of social, economic, and health. Centre for Social Impact and Philanthropy
(Ashoka University) released a report named Impact of COVID-19 on India's non-profit organizations- A Snapshot
Report states that: “Three- fourth of the interviewed NPOs were actively engaged in ongoing relief work, using
their embedded presence in communities as a particular strength. This work ranged from last-mile delivery of relief
material such as dry ratios and sanitation kits, community awareness and sensitization, setting up health camps and
isolation facilities, rescuing stranded labor, provision of direct cash transfers, to offering rehabilitation of the
distressed communities”.
SOCIAL MARKETING AND MARKET ORIENTATION
Social marketing is a "process that applies marketing principles and techniques to create, communicate, and deliver
value in order to influence target audience behavior that benefits society (public health, safety, the environment, and
communities) as well as the target audience" said by (Kotler and Lee, 2008). Table 1 sets out in broad terms some
of the differences across sectors in the three zones of the value chain, which Wei-Skellern et al. (2007, p. 332)
identify in Entrepreneurship in the Social Sector. These authors differentiate based on three zones for analyzing
progress: (1) progress in internal (2) progress in visible and short-term external results; and (3) the final objective,
progress in achieving program impacts. Table 2 highlights additional differences in marketing challenges defined by
(Andreasen and Kotler 2007, pp. 22–24) and fundamental differences like the “transactions” involved in non-profit

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and social marketing (compared with commercial marketing) that have important implications for effective
marketing management:

Note: From “Rethinking the Relationship Between Social/ Nonprofit Marketing and Commercial Marketing” by
Alan R. Andreasen, 2012, Journal of Public Policy & Marketing Vol. 31 (1), 36–41.
A Non-government organization has a marketing orientation when marketing methods are used to attain goals and
objectives. A marketing orientation helps to think outwardly and provides an organized approach to planning.
Various researchers worked on the hypothesis of whether market orientation helps in improving performance.
(Baker and Sinkula, 1999; Deshpande and Farley, 1998; Kirca et al., 2005; Shoham et al., 2005; Slater and Narver,
1994) proved that market orientation helps in improving performance. Shoham et al. (2005, p. 446) examine 15
years of published research and give the conclusion that “MO-to-performance link is significant and robust”. Cano,
Carrillat, and Jaramillo (2004) also conduct a meta-analysis on 23 countries across five continents. They found that
the “relationship between market orientation and organizational performance is positive and consistent globally”. In
fact, market orientation is superior to all other strategic orientations (Grinstein, 2008; Hult and Ketchen, 2001). This
is because “market-oriented firms have the ability to understand markets” (Cano et al., 2004, p. 192).
For making an effective marketing strategy Non-Government Organizations should know their customers and
understand their needs and preferences. There are two types of customers in NGOs as supporting customers and
Primary customers: Primary customers are the main target audience and recipients of products and services.

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Supporting customers for these organizations are Donors (Government, Private individuals, private corporations,
Private foundations) and Volunteers (Board of members, Employees, Other supporters). Supporting customers are
the main funding source for these organizations.
MARKETING MIX
"Marketing mix is not a scientific theory, but merely a conceptual framework that identifies the principal decision-
making managers make in configuring their offerings to suit consumers' needs" (Goi, 2009, p.2). The marketing
mix is an important part of any marketing strategy which helps organizations to grab a place in the market for all P's
of marketing. Non-profit organizations target three essential components of the market which are: "clients or
customers, volunteers, and funders" (Helmig et al 2004). These three parts of target markets are very important for
any marketing mix and respond in unique ways.
PRODUCT
Product includes physical products and services and NGOs are the organizations which do not sell product but in
actual they are selling ideas and missions (Blery, Katseli, & Tsara, 2010). “They sell missions and ideas to raise
funds and help those in need” (Jordan, 2008). For example, GiveIndia is an online donation platform, allows people
to connect and support a cause of their choice (related to cancer care, children's education, women, differently-
abled, health, and livelihood) in the NGOs which are already evaluated for credibility, authenticity, and
transparency. In the scope of NPO marketing real products relates to one of the following as services, classes,
relationships, sense of belongingness, ideas, actions, beliefs, attitudes, outcomes and programs, and social reasons.
The non-profit organization faces the problem of product development and identification. In the case of Physical
products customers can identify the exact benefits by their physical structure but in the case of NPO sometimes it is
influenced by perceptions of consumers. NPO’s should use marketing techniques to explain exactly the kind of
product they are providing and contributions they are making for the welfare of public. Rothschild (1979)
differentiates the marketing approach of NPOs and POs as that “With NPOs 'products', there is typically a weaker
unique selling proposition, i.e. weaker direct benefits making it more difficult to direct customer or target audience
behavior in the way desired. For example, giving to charity provides us with a sense of 'doing good' but this feeling
may not be sufficient to induce many people to give”.
PRICE
These organizations don't have fixed charges for selling their product but they also need funds to help needy and to
pay personnel (Blery, Katseli, & Tsara, 2010). NGOs have two types of services charges. The first one is in the
form of fees for the services given directly to the target audience and the second one is in the form of donations and
deposits as for the services produced to get income from the non-target audience. In relation to charities amount of
donations normally depends on the wish of donors as compared to commercial transactions. Price is not about just
donating money and paying fees for service, the price can be anything in terms of activities that a person has to give
up to attend a free seminar and in terms of time a candidate has to devote for volunteering. NPOs can use different
pricing strategies. While pricing they should also take care of behaviors and price sensitivity of target groups along
with objectives and funds requirement of the company.
PLACE
Every organization tries to supply goods and services at accessible places. Now a days a multi-channel delivery
system is used by organizations to provide the desired quality of services timely. NGOs have to take into account
the “location of donors” and “location of beneficiary”. For example, if an NGO works for solving the health
problems of poor people. Apart from basic arrangements of diagnosis and treatment they have to make
arrangements for preventive medicine, emergency department, and laboratory services. Effective health services
include right care at right time so they should build health booths in districts and rural areas and ambulances for
people located outside the town. Each point of care and unit located or officer and volunteer on duty constitute a
branch of the distribution channel. Therefore, volunteers play a significant role in the delivery of services in NGOs.
PROMOTION
Communication and promotion activities are an integral part of any organization. A very good product or service
can fail in the market if the benefit of such a service and product is not communicated clearly to the target market.
A good communication program gives important information, persuades target customers, and encourages them to
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take action at specific times. NGOs have comparatively limited resources and small budget than also they can
perform well by making a good promotion strategy.
NGOs can use celebrity endorsements as a promotional tool. However, they are not required to pay them directly,
some celebrities use it as a way to improve their public image. It can be very successful strategy because they have
lots of followers and people have trust in them. They can also invite press to cover the events and write article on
them. When NGOs are promoting via press, they should also include information about the advertising fundraising
events and also the information about community services (Mayer & Vambery, 2008). They can also put donation
boxes in the shopping malls, Cultural events, Sports events, and public places. Public relation tools such as "writing
Instruments (annual reports, catalogs, workers' journals, etc.), audio-visual materials (films, slides, tapes, etc.), mass
promotion media (slogans, brochures, symbol, business cards, stationery, etc.), news, events, orations, and phone
communications" are also a good way to attract the audience.
DIGITAL MARKETING
COVID 19 brought financial challenges for these organizations so digital marketing has become even more
essential tool to promote their organizations. Using the internet, NGOs and corporates can reach the masses easily.
They should develop a responsive website that explains mission and objectives clearly. They can use different tools
such as Google page speed, google analytics, Google webmaster tools, Google mobile-friendliness test, per-pay-
click advertising, and various other methods to make the website more effective.
To create word of mouth, NGOs and corporates can employ bloggers, experts, and ambassadors as well to advertise
their products (Tuten & Solomon, 2015). Official links of the website should also be placed in the blogs so that
interested parties can check the product information.
Now a day’s Social media platforms are widely used for promotions, in fact, it has replaced the traditional mediums
of communication. Social media marketing allows you to target a large number of users at low cost. Various social
media platforms Twitter, Instagram, Pinterest, Facebook, LinkedIn, etc. helps to increase visibility of organizations.
Social tagging enables web users to express their thoughts using “tags” in fact, others users also get noticed because
of tags. NGOs can also search like-minded groups based on tags (Hyoryung & Kannan, 2014).
PHYSICAL EVIDENCE
It means the environment in which goods and services are delivered, which is very important because people judge
the quality of services through physical evidence. In the case of NGOs, they should focus on giving physical
evidence to target parties as it improves the chances of donations and volunteers can connect with the organization.
PROCESS
It means the flow of actions took place when goods and services are provided. “The pace of the process as well as
the skill of the service providers are revealed to the customer and it forms the basis of his or her satisfaction with
the purchase” Muala & Qurneh (2012). From an NGO point of view, it is different thing as it depends upon “what is
your target group”. The more efficient the process is more it explains the NGO’s standards of impact they are
having, social and environmental performance, accountability, and transparency.
PEOPLE
Muala & Qurneh (2012) defines peoples as service employees and personnel who deliver services. For example, if
your NGO is volunteer-based you have to be careful in choosing and managing them. Selecting well and investing
time in them, add or subtract value in the organization. In the voluntary services, personal interactions between
various parties become more important not only because it reflects in services but because it improves the way
customers perceive the NGO.
We can say that Non-government organizations play a very important role in society. They should use marketing
approach and 7 P’s of the marketing mix to understand the market and target audience. “Novel coronavirus
pandemic” has changed the way business operates and customer expectations. So, apart from traditional means of
marketing, they should also use innovative and new-age marketing tools to build long-lasting customer relations.

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REFERENCES
1. Al Muala, A., & Al Qurneh, M. (2012). Assessing the relationship between marketing mix and loyalty through tourists satisfaction in
Jordan curative tourism. American academic & scholarly research journal, 4(2), 1.
2. Andreasen, A. R., Kotler, P., & Parker, D. (2008). Strategic marketing for nonprofit organizations.
3. Andreasen, A. R. (2012). Rethinking the relationship between social/nonprofit marketing and commercial marketing. Journal of
public policy & marketing, 31(1), 36-41.
4. Asian development bank. (2009). Overview Of Civil Society Organizations.
5. Ayyıldız, H., Akmermer, B., & Akyüz, A. M. (2017). Marketing Approach for Non-Profit Organizations. In Handbook of Research
on Managerial Solutions in Non-Profit Organizations (pp. 156-181). IGI Global.
6. Baker, W. E., & Sinkula, J. M. (1999). Learning orientation, market orientation, and innovation: Integrating and extending models of
organizational performance. Journal of market-focused management, 4(4), 295-308.
7. Blery, E. K., Katseli, E., & Tsara, N. (2010). Marketing for a non-profit organization. International Review on Public and Nonprofit
Marketing, 7(1), 57-68.
8. Cano, C. R., Carrillat, F. A., & Jaramillo, F. (2004). A meta-analysis of the relationship between market orientation and business
performance: evidence from five continents. International Journal of research in Marketing, 21(2), 179-200.
9. Centre for Social Impact and Philanthropy. (June 2020). The Impact of COVID-19 on India’s Non- Profit Organisations: June 2020 A
Snapshot Report. https://csip.ashoka.edu.in/research-and-knowledge/
10. Deshpandé, R., Farley, J. U., & Webster Jr, F. E. (1993). Corporate culture, customer orientation, and innovativeness in Japanese
firms: a quadrant analysis. Journal of marketing, 57(1), 23-37.
11. Give India. (Na). https://www.giveindia.org/children
12. Global Hunger Index. (2020). 2020 Global Hunger Index by Severity. https://www.globalhungerindex.org/ranking.html
13. Goi, C. L. (2009). A review of marketing mix: 4Ps or more. International journal of marketing studies, 1(1), 2-15.
14. Grinstein, A. (2008). The relationships between market orientation and alternative strategic orientations. European journal of
marketing.

15. Hult, G. T. M., & Ketchen Jr, D. J. (2001). Does market orientation matter?: A test of the relationship between positional advantage
and performance. Strategic management journal, 22(9), 899-906.
16. Hyoryung, N., & Kannan, P.K. (2014). The Informational Value of Social Tagging Networks. Journal of Marketing, 7821-40.
17. Jordan, H. (2008). How to... improve the way you pitch to the corporates. Third sector, 20. Retrieved October 17, 2019.
18. Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its
antecedents and impact on performance. Journal of marketing, 69(2), 24-41.
19. Kotler, P., & Levy, S. J. (1969). Broadening the concept of marketing. Journal of marketing, 33(1), 10-15.
20. Kotler, P., & Lee, N. (2008). Social marketing: Influencing behaviors for good. Sage.
21. Mayer, P., & Vambery, R. G. (2008). ALIGNING GLOBAL BUSINESS STRATEGY PLANNING MODELS WITH
ACCELERATING CHANGE. Journal of Global Business & Technology, 4(1).
22. Rothschild, M. L. (1979). Marketing communications in nonbusiness situations or why its so hard to sell brotherhood like
soap. Journal of marketing, 43(2), 11-20.
23. Shoham, A., Rose, G. M., & Kropp, F. (2005). Market orientation and performance: a meta‐analysis. Marketing Intelligence &
Planning.
24. Slater, S. F., & Narver, J. C. (1994). Market orientation, customer value, and superior performance. Business horizons, 37(2), 22-28.
25. Tuten, T. L. & Solomon, M. R. (2015). Social Media Marketing. [Power Point Slides]. Retrieved from
faculty.tamuc.edu/TDeMars/Tuten%20SMM%20Ch01.ppt
26. UNDP. (2020). Human Development Report 2020. http://hdr.undp.org/en/content/latest-human-development-index-ranking
27. Wei-Skillern, J., Austin, J. E., Leonard, H., & Stevenson, H. (2007). Entrepreneurship in the social sector (Vol. 13). Sage.
28. World Bank. (n.d). Definitions of an NGO. https://www.gdrc.org/ngo/wb-define.html
29. Yee, F. M., & Yazdanifard, R. (2015). The comparison between NGO marketing and conventional marketing practices from SWOT
analysis, marketing mix, and performance evaluation perspectives. International Journal of Management, Accounting and
Economics, 2(9), 1075-1087.

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CUSTOMER ENGAGEMENT AND MARKETING STRATEGIES

*
Dr. Karamvir Sheokand, **Priyanka
*
Assistant Professor, IMSAR, M.D.U. Rohtak
**
Assistant Professor, GC Meham

CUSTOMER ENGAGEMENT
in marketing practice, customer is a person or a company who buy the products or service for consumption and it’s
a relationship of consumers with suppliers and clients. Customer engagement is connection between brand image of
company and
its customers and it’s a unique for businesses. For customer engagement, firstly acquire or attract the customer then
engage them with product/ services after that retain or manage these customers with the brand; Netflix, Wendy’s
and Charlotte Tilbury’ are the best examples of the customer engagement. Loyal customers play important role in
the customer engagement. Loyal customers are those customers who buy the same brand products continuously
over the other brands.Customer engagement is all about those activities which connect the customers with your
product; it’s a plan to increase the customer satisfaction by having repeatedly and positive way of communication
with the customers and it can be possible by any way of connection like, emailing, repeated phone calls, social
media conversation.
E- Platform has set a benchmark for customer engagement which attempt to fulfill the customer expectation and
provide them great values. Customer engagement improves the loyalty of consumers by delivering excellent
customer services and personalized the experiences of customers in brand creation. When a business starts to invest
in customer engagement process and thought it reflects in the boost revenues, high level of customer satisfaction
and finally in competitive environment it helps company to create business discrimination, attract more and more
customers. In deeper sense, customer engagement strategy implementation is not possible without a brand and its
strategy is totally based upon the base foundation of each and every organization.
Level of superiority of your customer relation is also impact how your current user recommend the product to their
family member, friends & other peer groups. WOM is an essential source for reference for small and medium
business.Management of customer engagement is become necessity of today’s digital business environment; to
manage these thing marketers have to adopt some strategy like,
 Marketers should personalize the communication with each and every customer,
 Customer’s previous experiences,
 Brand’s humanization,
 Get feisty on social media,
 To know the line where your product stands,
 Provide useful content and value
 Listen carefully what pe0ple talking about tour brand
For engagement and creation of interest of the buyer’s marketers need to understand the marketing mix in this way
in which buyer as well as marketers are aware about the solution of the problems of buyer, cost, convenience and
communication. All these things can be possible with the help of marketing strategies; Marketing strategyrefers to
all those activities which are requires attracting or connecting the prospective consumer and turning them into loyal
customers. It focuses on the brand value of the company, customer’s demographics and other elements.
HOW TO TRACK CUSTOMER ENGAGEMENT
There are some strategies which work for customer engagement, it’s depends upon marketers that which one is used
by them:

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 A chock on social media interactions
One of the measurable waysof customer engagement is to tell what your customers are picking up and down. Likes,
dislikes, comments on any social media platform pages come under the social media engagement.
 Reviews& Rating Effect
Positive reviews help customers to feel more engaged. Review helps to increase the trust of prospective customers
and high rating also develop the customer satisfaction.
 Happier customers
Customer surveys are helpful to measure the happier customer of your brand. Company has to keep eye on the
responses of the customer regularly and it helps to improve the brand image and customer satisfaction
 New business, courtesy of your biggest fans
Customer engagement is vital for the success of small business because word of mouth and more referrals increase
the new customers and satisfaction of current customers.
Strategies for customer engagementsome strategies for customer engagement which increase their satisfaction:
RUN A “TAG A FRIEND” CONTEST ON SOCIAL MEDIA
In today’s digital scenario, marketers as well as customers are active on social media platform which helps both of
them to grasp all the opportunities and increase the customer’s base. Under social media practices, business can post
weekly/ regularly, show off of new products & they can run a tag a friend contest for 24 hours which is very
popular in these days
ENGAGE ACROSS DIFFERENT CHANNELS
Alertness plays an important role in the customer engagement; if you have right communication tools then you can
be able to respond your customer very quickly at different social media platform.
SHOUT OUT YOUR REVIEWS
Reviews on Google or yelp also helps to share or increase the customer engagement- thanking and tagging
encourage customers to do same.
CHECK ON YOUR QUIET CUSTOMERS
Firstly find out the silent customer and acknowledge them for their business so that they will be happy and approach
you rapidly.
REWARD ENGAGEMENT
Regular customers who are engaged with brand should be given some reward in the form of loyalty cash, points,
discounts and coupon. This strategy motivates customers to praise the brand to their peer and social groups.
ACTIVATE YOUR FAN CLUB
Strategy like, share this information to your friend or family member you will get some reward in the form of gift,
coupon, cash etc. helps to increase the fan club.These efforts are liked by various customers, become very excited &
eager to become as brand ambassador.
MANAGE FEEDBACK
Now a days, customers post their reviews & rating on social pages. Feedback is necessary for customer engagement
and it improves services of the product, excitement and builds the trust for future reference.
KEEP PROMISES
Companies have to fulfill their promises which described by them on their web page, social media platform or
broacher about quality, price, discounts, rewards, delivery charges, after sale services, publicity, advertisement etc.

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CUSTOMERS’ INVOLVEMENT IN SOCIAL CAUSE
Be sure that customers who pay for the goods feel superior about the money they use up and donate some parts out
of that and it increase their engagement & satisfaction. Corporate social responsibility help in this way and it
become mandatory for corporate to spend some parts of their income for society welfare.
REFERENCES
1. https://www.singlegrain.com/marketing-strategy/engagement-marketing/
2. https://www.ringcentral.com/us/en/blog/customer-engagement-strategies/
3. https://blog.hubspot.com/service/customer-engagement-guide
4. https://blog.smile.io/what-is-customer-engagement-and-why-is-it-important/
https://www.outbrain.com › blog › 3
https://marketbusinessnews.com
7. https://emarsys.com/learn/blog/what-is-customer-engagement-marketing-and-why-does-it-matter/

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VIRAL MARKETING
*
Dr.Garima Dalal, **Dr. Sonia, ***Priya Chugh
*
Assistant Professor, IMSAR, Maharshi Dayanand University, Rohtak
**
Assistant Professor, IMSAR, Maharshi Dayanand University, Rohtak
***
Research Scholar, IMSAR, Maharshi Dayanand University, Rohtak

Nowadays Consumers are getting involved in sharing marketing messages using platforms on the Internet. As
consumers are becoming smarter, they prefer non-commercial and personal sources to gain information regarding
any product, service, or brand. Here comes the need for a new concept termed Viral Marketing. The term was first
used by two authors named Jurvetson and Draper in 1997. They defined Viral Marketing with the Example of
Hotmail Company. Hotmail was the first company to use viral marketing for making its email service popular. The
Company started sending E-mails with a link noting ―open a free mail account‖. The mail went viral and people
opened their free Hotmail accounts. This was nothing but a mode of promoting the service through viral marketing.

Source: X’s Digital Marketing Blog

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THIS DIAGRAM DISPLAYS HOW VIRAL MARKETING WORKS
Bampo described Viral Marketing as any strategy that encourages individuals to propagate a message,
leads to creating a potential for the rapid growth of spreading the message.
Dobelle explained Viral Marketing as the process of inspiring individuals to forward appealing marketing
information they receive in a hypermedia environment that includes graphics, audio, video, plain text, and
hyperlinks.
Wilson described Viral Marketing as a technique that motivates consumers to pass along marketing
messages with each other creating the capacity of a message to grow exponentially in an influential
manner.
Kirby & Marsden narrated Viral Marketing as a marketing technique used by an organization for
promoting its products and services through a stimulating message generated to spread it, typically online,
from person to person.
 VIRAL MARKETING PLATFORMS/ CHANNELS
1. E-mail
E-mail is a successful and highly used mode of marketing channel from the early stage to the present era
to bring awareness among consumers. Hotmail seems to be the best example of such a viral campaign.
2. Blogs
Blogs play a crucial role in sharing interesting personal videos with the consumers & marketing content
on their blogs as well. Companies build relations with bloggers by reading the content of their blogs,
discussing with them, associate with them and use this platform to display their content.
3. Chat room
A chat room is a service that allows a group of people to share information via text with a group of other
users. This is used by Companies so that their commercial content would reach the masses.
4. Advergames
Companies create video games for promoting their products/services, or advertisements can be posted in
form of video games. MC Donald’s Farmville game is an example of an advergame that gained popularity
on Facebook.
5. Social networking sites
Companies share marketing content on social networking sites such as FaceBook, MySpace, Twitter, and
WhatsApp to make their Viral Campaigns successful. Consumers like the content, forward their links and
encourage others to visit the websites.
6. Viral videos
Companies seed videos on social networking platforms such as Youtube. Consumers who appreciate the
content of the video, motivate their contacts to share with others.
7. SMS
SMS is a very popular channel for companies and consumers to share information with their friends and
family members about brands of varied products or services.
 KEY ELEMENTS OF VIRAL MARKETING STRATEGY
According to Wilson, Marketers should keep these basic elements in mind while framing strategy for
their Viral Campaigns. It’s not necessary to include all elements but the more elements companies use,
the more chances of campaigns’ success are likely to be. To make their campaigns effective, the
following are the key elements marketers must consider in their mind:

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1. Give away of Products or Services
2. Effortless Transfer to Others
3. Scales from Small to Large easily
4. Utilizes Common Ways of Motivations and Behaviors
5. Uses Existing Networks of Communication
6. Takes Benefit of Others' Resources
1. GIVE AWAY OF PRODUCTS OR SERVICES
"Free‖ is the most powerful word in the marketing vocabulary. Most viral marketing campaigns give away
products or services to attract consumers’ attention. Free services, free information, free ad-free music, free
apps that perform powerful functions attract the attention of consumers towards the company and ultimately
towards those products and services that the company is selling as well.
"Cheap" or "low price" may create interest, but "free" will generally do it much faster. Viral marketers delay
their gratification. By giving away something free, they know they are not earning any profit but they patiently
wait that consumers will show interest in their other products and services later that they are selling. They
believe in the idea of Giving away something and then sell something.
2. EFFORTLESS TRANSFER TO OTHERS
The channel that carries the marketing message must have the capacity to transfer and replicate effortlessly i.e.
Social Networking Sites. Viral marketing works the most on the Internet because of fast, easy, and inexpensive
communication. Additionally, Marketers must simplify their message to make it pass on easily and without
losing its originality. The Shorter the message, the better it is. The example of Hotmail is: "Get your private,
free email at http://www.hotmail.com." The message is appealing, short and its link can be shared by copying
from the bottom of each free e-mail message.
3. SCALES FROM SMALL TO LARGE EASILY
For spreading messages like a virus, the dissemination method must be rapidly scalable from a small group to a
large number of people. Marketers must generate scalability in their viral model.
4. UTILIZES COMMON WAYS OF HUMAN MOTIVATION AND BEHAVIOUR
Smart viral marketing campaigns get the advantage of common human motivations. What makes "Share the
message with 20 people and Get a Gift‖ such messages viral? The greed of gifts drives people to pass on the
message. This creates an urge to pass on the message among millions of people. Marketers must design a
marketing strategy with common ways of motivations and behaviors to make the viral campaign a success.
5. USES EXISTING NETWORKS OF COMMUNICATION
According to Social scientists, every person has 8 to 12 people in his/her network of colleagues, family,
relatives, and friends. People connected on the Internet develop a network of relationships, too. Then marketers
collect information such as their e-mail addresses and URLs of their favorite websites. Marketers must learn to
place the message into existing communication networks of people, and they will see that its dispersion grows
rapidly.
6. TAKES BENEFIT OF OTHERS' RESOURCES
Marketers use others' resources to get their campaigns viral. Someone else's websites, not Marketers’ platforms
are used to spread marketing messages. For Example, HP used Facebook to make its video viral among people
connected over the social networking platform.
Similar to other marketing tools, viral marketing has its unique benefits and drawbacks.

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 BENEFITS OF VIRAL MARKETING
1. Less cost of promotion because of free peer-to-peer distribution and using existing media platforms;
2. Enhanced credibility due to involvement of individuals belonging to a common social group;
3. Enhanced visibility as messages pass over various media platforms;
4. Reduced interruption as viewers can choose the time and place to see and share viral messages;
5. Better format flexibility as messages can take varied forms.
 DRAWBACKS OF VIRAL MARKETING
1. Less control of the marketer, as a viral campaign depends on consumers to make it a success or failure;
2. Enhanced reliance on consumers’ motivation to diffuse the message to a large extent;
3. Enhanced risk of negative reactions as viral ads may become so unusual sometimes.
 WHAT DRIVES PEOPLE TO MAKE E-CONTENT VIRAL?
People share the commercial messages to satisfy their interpersonal needs which are mentioned below:
1. Inclusion
2. Affection
3. Control
1. INCLUSION
As per FIRO theory, the need for inclusion is the need to be recognized as part of a group and some terms that
represent the relation include ―belongingness‖, and ―being together‖. Although, an important aspect of the con-
cept of inclusion is the need to be identifiable or unique from other people. Two key motives exist in the inter-
personal need of inclusion—the need for belongingness and the need to be different.
a) Need of belongingness
The need for belongingness refers to the desire to connect and share with others. The need to make social
bonds and maintain relationships motivates individuals to forward marketing content with others.
b) Need of distinctiveness
Distinctiveness is defined as the willingness of a person to act differently from others. People who are are
highly willing to voice their opinions and stand out in a group are motivated to share commercial infor-
mation with others.
2. AFFECTION
Affection is defined as the need to be altruistic. This refers to the desire of a person to involve emotionally with
others or work for the welfare of others even at the cost of loss of themselves. This altruistic motivation or
affection enhances the willingness to share e-content related to products or services with others.
3. CONTROL
The interpersonal need for control refers to the need for personal growth and feelings of competence, achieve-
ment, influence, and accomplishment. People willing to fulfill this need not only want to make a difference in
their social environment but also have some say over how it happens. The desire of developing their knowledge
or expertise and a sense of personal growth motivates them to forward online content to their contacts.

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 POPULAR VIRAL MARKETING CAMPAIGNS

There have been numerous examples of online marketing campaigns which have gained viral success. Alt-
hough It is difficult to quantify the success. It is highly subjective that might mean differently to different
people, entirely depending on goals set by the organization. In the context of a viral marketing campaign,
the success can be quantified as reaching a certain amount of people from the desired target audience. This
could be reaching 5 thousand, 5 lakh, or even 50 lakh people. It entirely relies on the targets set by the de-
velopers of the campaign. Some of the viral marketing campaigns which were considered successful are
mentioned below:
1. HOTMAIL
Hotmail was the company that had launched the first well-known viral campaign in 1997. The campaign
transformed clients of an email company into brand endorsers by attaching the friendly message with a
footnote "Get your free email at Hotmail". It appeared that the sender has written the message directly. The
email was shared countlessly in just a year and a half. Hotmail achieved near about 5crore clients in the
United States within 12 months.
2. DOVE REAL BEAUTY SKETCHES
In 2013, Dove launched an ad campaign that was published on YouTube. The story in the ad was that
women had to describe their looks to a forensic sketch artist. The artist was drawing a portrait based on
their description. The artist was not allowed to see the women neither before, after, or during the drawing.
Besides, every woman was told to get familiar with one of the other participating women. They had to de-
scribe the other women as well and the artist would go through the process of drawing another portrait of
the same woman again. After finishing the two portraits the artist placed them next to each other. The
women realized that there was a difference between both the portraits; one based on their description of
themselves and the one based on someone else’s description of them. For every woman, the portrait based
on their description generally had less attractive features than the ones based on the description made by
someone else. What women learned with this campaign was that there is a stark contrast in how they see
themselves and how others see them. This ad got popular with about 3.8 million views in its first month
and has gained popularity among 70 million views over the past five years approximately.
3. NIKE
Nike engaged with soccer superstar Ronaldinho and launched a viral advertisement. In the video, the play-
er is wearing soccer boots and he is driveling the ball over the field again and again. The picturization is
such; it seems a genuine homemade word since it does not indicate Nike hologram apart from the sports-
man’s shoes. The advertisement went viral and almost 2 million individuals viewed the video over
YouTube.
4. CADBURY
Cadbury launched its Cadbury silk range with the Kiss me advertisement sensually using the viral concept
and the campaign gained great success.
5. ALS ICE BUCKET CHALLENGE
One of the most successful challenge-type trending Viral videos was The ALS Ice Bucket Challenge. The
challenge was a campaign for encouraging participants to dump a bucket of cold icy water over their bod-
ies. To avoid this voluntary ice water bath, the organization offered people the choice of donating money
for a good cause, i.e. furthering ALS research. A donation of almost $115 million was generated by this
challenge and approximately 440 million people watched these videos worldwide.

 CONCLUSION
Although traditional marketing strategies are very much alive, statistics showed by researchers revealed
that traditional media such as Radio, TV and Print are losing their significance in front of modern
technologies such as social media, websites, and mobile phones. Viral marketing is turning out to be one
of the most important marketing trends in the recent years. Many big brands and even small companies are
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taking advantage of the viral potential of the Internet. Viral marketing involves the online or offline
activities marketers perform to make commercial messages, videos, games, text etc. viral, with the
exponential growth of diffusion. It doesn’t represent marketing-to-consumer communication only, but also
consumer-to-consumer communication, encouraged by the marketer itself. The control over the message is
shifting from marketers to consumers, but marketers still maintain a role in trying to urge consumers to
communicate. A viral marketing campaign can only be successful when individual consumers are
encouraged to forward marketing messages to others, and the potential of the Internet has enhanced the
power of the message to reach a large number of consumers. But risky situations may arise when a positive
viral marketing campaign converts to a negative viral campaign. Marketers must consider a few aspects at
the time of formulating, monitoring, and evaluating a viral marketing campaign, especially the platforms
where the message is posted and its target market. Businesses also need to have in place clear objectives
and metrics to evaluate the success of a viral campaign and decide contingency plans and changes that
might be required to deal with negative feedback.
REFERENCES
Ahlberg, J. (2018). Successful Methods of Viral Marketing [Dissertation, University of Jonkoping], 1-59.
1. Bampo, M., Ewing, M. T., Mather, D. R., Stewart, D., & Wallace, M. (2008). The effects of the social structure of digital networks on
viral marketing performance. Information Systems Research, 19(3), 273–290.
2. Chiu, H.-C., Hsieh, Y.-C., Kao, Y.-H., and Lee, M. (2007) The determinants of email receivers’ disseminating behaviors on the
Internet. Journal of Advertising Research, 47 (4), 524–534.
3. Dabholkar, P. N. (2011). Viral Marketing: A Study of drivers of Viral Marketing and factors that influence the receipt and forwarding
of viral messages. Research Guide, 10, 1–3.
4. Dobele, A., Toleman, D., &Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Busi-
ness Horizons, 48(2), 143–149.
5. Dove US YouTube channel (2018). ―Dove Real Beauty Sketches | You’re more beautiful than you think (3mins)‖.
6. Ho, J. Y. C., & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9–
10), 1000–1006.
7. Jurvetson, S. and Draper, T. (1997) Viral Marketing Phenomenon Explained, 1-29.
8. Kirby, J., & Marsden, P. (Eds.). (2006). Connected Marketing: The Viral, Buzz and Word of Mouth Revolution. Oxford: Elsevier Ltd,
1-6.
9. Klopper, H. B. (2002). Viral marketing: a powerful, but dangerous marketing tool. South Asian Journal of Information Management,
4(2), 1-10.
10. MindComet (2006) Viral Marketing: Understanding the Concepts and Benefits of Viral Marketing, White paper,1-11.
11. Nathan W. Ackerman (1960) Firo. A Three-Dimensional Theory of Interpersonal Behavior by William C. Schutz, International
Journal of Group Psychotherapy, 360-360.
12. Nikolinakou, A., & King, K. W. (2018). Viral Video Ads: Examining Motivation Triggers to Sharing. Journal of Current Issues and
Research in Advertising, 39(2), 120–139.
13. Petrescu, M. (2016). Viral Marketing and its Implications for E-Commerce.
14. Encyclopedia of E-Commerce Development, Implementation, and Management, 1996,
15. 2200-2212.
16. Porter, L. and Golan, G. (2006) From subservient chickens to brawny men: a comparison of viral advertising to television advertising.
Journal of Interactive Advertising, 6 (2), 26–33.
17. Rodgers, P. E. and S. (2015). Viral Marketing on the Internet. Wiley International Encyclopedia of Marketing, 1-2.
18. Wilson, R. F. (2006). The Six Simple Principles of Viral Marketing. Web Marketing Today, 529–530.

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A MODERN IMAGINATION OF MARKETING: CUSTOMER

ENGAGEMENT
*
Riya Wadhwa
*
Research scholar, Institute of Management Studies and Research, MDU, ROHTAK

ABSTRACT
Marketing is full of the various projects to be be performed for its accomplishment. customers and engaging of the
customers are one of the main evaluation for achieving of the goals of an enterprise. This paper describes the key
factor of marketing i.e. customers, their categories and how their behavior effects the sales of sellers. This also
represents the onlineversion of engaging our customers towards the marketing.
INTRODUCTION
This paper appraise the term marketing and its main portion which mainly effects the acquiring habits of the
customers. Their positive styles of obtaining the goods impacts the business widening. There are kinds of customers
through which business deals and keep researching on the engaging of their customers as it is becoming mandatory.
In my research , I describes the new term “customer engagement” and with their roles as well as methods through
which they can increase their procuring for efficient operations of business. These days involving of customers are
getting equally important with monetary tasks of organizations and they are keep elevating themselves with this
new concept. Many of the company’s are making strategies in dealing with their purchasers. “customer
engagement” is one of the newer strategy to be done so, that their customers can be gratifying.
LITERATURE REVIEW
Dooran et.al(2010)suggested the alliancebetween the society, consumers as well as the firms. They also focuses on
the impact of the customers on a particular business through their acquirements.
Venkatesan(2017)outlines the new strategy “customer engagement” and tries to cover the responses and
involvement of customers towards the new aspect of marketing and how the business can more develop themselves
while interacting with their customers as they are becoming mandatory aspect for the survival.
Bolton(2011)concludes that customer engagement is one the primary role of marketing science institute and due to
its more significance for the marketers we need more of the awareness of customer engagement. He also narrates
the oppurtunities and challenges of “CE” for the business.
Sharma& Rather(2016) concluded our attention towards the appealing of customers as well as sustainable
development in the hospitality sector. Their questionnaire is mainly made by the 240 customers of their hotels to
know the exact findings.
Farook&Abeysekara(2016)suggested in pulling out the newer outlook of social media in marketing. They tells
about the beneficial effect of this version in customer engagement.
Bitter&Krauter(2016) outlines in sharing of product over social networking is one of the main portion and should
be efficiently presented as they determines the procure of goods and services.
Wirtzet.al(2013)concludeson the emergence as well as the implications of online brand communities and how they
brings the new perspective of market necessitate online brand communities for company as well as customers.
MARKETING
The term Marketing is a comphrensive term. So, its explanation is keep progressing over the years but according to
the modern era, Marketing refers to the conducting of business activities that governs the fluctuation of goods and
services from producers to consumers. This new aspect mainly focuses on establishing the good relations with their
customers. Nowadays, it can also be called as the management process because they look for uttermost returns to
shareholders by involving their customers. Marketing is an organization that also includes identification of product,

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determining of a demand, deciding on its price, and pick out of distribution channels. Hence, it can be said that it
share out with many of the areas at a giant level.

Marketing has many of the constituents in which they deals and all that portion helps in completing this process.
Apart from all the elements we have one of the element that actually completes the whole process i.e. customers. As
these are the ones who acquire the goods produced by the manufacturer.
KEY SECTION : CUSTOMERS
Customer is one of the factor of internal environment of business that effects the functioning of business either
positively or negatively. These are the individual or the group of individuals that purchases the goods and services
of one or another’s company. They plays crucial role for the organization as they helps in driving the revenues,
through which they can survive for the long .Further the strong relations leads to further goodwill and satisfaction
regards to the business. Every organization has their own strategies to attract their customers and they are
researching on latest ways to fulfill the needs and wants of their customers.
CLASSIFICATION OF CUSTOMERS :

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 POTENTIAL CUSTOMERS: These are the types of customers who are very likely to buy the product or
service offered by the business. They mainly end up buying of the thing, that is being offered by the seller.
Means, the customer check all of the alternatives and best one is being selected. After choosing, they
obtain the particular thing from the seller.
 LOYAL CUSTOMERS :As the name suggests, these are the types of customers who are loyal to one
business and likely to repeat the purchases regardless of slight transforms.
 NEW CUSTOMERS : New customers are the one’s who are newer for our business. They have visited
and made the purchases from the organization for the first time. These type of customer brings the
opportunity for the businessman to attract them towards the business by making satisfy.
 DISCOUNT CUSTOMERS : These are one of the kind of customers who are likely to have discounts on
their purchases and they purchases only when the companies are offering cashback to their products.
 FORMER CUSTOMERS :They are similar to the potential customers but not exactly to be called as
potential customer because they purchases the product at once but later they becomes the buyer of other
business because of some reasons.
 INTERNAL CUSTOMER : These are the customer who are directly links to the organization and loves
to buys the product or services that is presented within the organization.
 EXTERNAL CUSTOMER:An external customer are the ones who is the buyer of your service and the
products. These are the ones who are not directly linked to our organization.
 INTERMEDIATE CUSTOMERS : These are the customers who purchases the goods for the re-sale
purposes. These are generally portion of the value chain or giant sales.
CUSTOMER ENGAGEMENT
Customer engagement refers to the interaction between the organization and external customers. This is the
fundamental process by which a company has to perform for their growth. In this procedure a company generates
the relations with their customers to foster the brand loyalty as well as awareness among them. It is been observed
as the valuable asset for the business because they assist in rising up of the profits i.e.two-third of the organization
as well as help out in virtous relations with their customers. The company’s manager make sure that their clients
know about the products as well as the services provided by them.
ROLES OF CUSTOMER ENGAGEMENT
 PROMOTION OF BRAND :This is the main factor through which business can be benefitted. Engaging
of customers towards newer products can helps in promotion of branded products that is being launched.
Satisfied customers can attract more consumers towards the company.
 GENERATION OF SALES REVENUES : There is a direct relation with the customers and the profits
of the business. More satisfied customers will help in more of the profits and vice versa. These customers
would like to buy the products from your brand and also recommend to other people regarding your
products and all these leads to increasing sales of the particular organization.
 SUPPORT PILLARS :This is one of the other major advantage that business can have while engaging of
their customers. Through this they both are interlinked with each other timely so, in case of rumors or any
other crises customers choices do not shifts to other company and these all helps the company in surviving
during this phase through the involvement of their loyal customers.
 REDUCE MARKETING EXPENSES :Customers have a power of w.o.m (words of mouth) this can
describe our business either in positive way or a negative way. A positive w.o.mby a customers will leads
to brand credibility,popularity and gaining of more customers to be connected. Hence, these all saves the
expenses of marketing and promotional expenses.

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 STAND OUT FROM THE COMPETITION :Today’s market is full of competition and their
competitors. So, surviving for the long they need to satisfy their wants of their customers and once the
business achieve the heart of their customers, then themselves would help the company to stand one step
ahead from the competition.
 HELPS TO MAINTAIN THE CUSTOMER LOYALTY :In today’s era customers need more attention
than ever so, by taking proper feedback and staying connected with them leads in raising of the brand
image in a positive way and helpful in making the loyal customers for the business.
MODES OF CUSTOMER ENGAGEMENT
There are mainly two modes through which business can engage their customers.
1. Offline mode
2. Online mode
OFFLINE MODE :
The offline mode of marketing is a traditional form used by marketers to sell their products to various consumers.
This is opposite to online mode as this does not uses any kind of the computer devices or connection with the
internet. This marketing can be done with the help of newspaper, words of mouth, radio etc. Performing this activity
requires lots of creativity and time by the businessman.
METHODS OF OFFLINE MODE :
LEAFLETS: These are the quite popular method for promoting of the business. In this they mainly uses
the coupons and gives invitations for events that is being organized. These are mainly distributed where
there is much crowd and can also be put inside of newspapers or kept on the stacks of different shops.
BUSINESS CARDS :This is one of the printed and handy piece material which can be provided to people
for attracting towards our business and many people can easily recommend it.
BANNERS AND POSTERS :This is one of creative form for alluring of new customers. Posters and
banners are being made and put up on the places where many of the people visit so, that they can notice
about newer business that is being set up.
NEWSPAPER ADVERTISEMENT: Most of the people are likely in reading of the newspaper so,
advertising in this would leads to capture the interest of customers for business.
CREATION OF EVENTS : Attending of the different events like conferences, seminars or any other are
liked by the people. Through this they can easily grab new things or products for themselves and all these
helps in generation of sales.
ADVANTAGES OF OFFLINE MODE
 PROPER FEEDBACK :In this kind of mode, the sellers can have the proper feedback from their
customers as they are interacting with each other face to face. They can also satisfy them by providing of
good services as well as asking for the suggestions for the betterment of the business. As customersare the
king of the market.
 SATISFACTION OF DEMAND :A great benefit that a customer have from this offline marketing is
satisfying of the demand. In this they get exactly what they need with full of trusts and gurantee.
 NO TRAINING REQUIRED :In this there is no need of training while working. Any of the person can
start up their business easily as no techinal things required as compared to online business.
 POSITIVE IMPACT OF CROWD PLACE :People used to visit places for shopping and normally it is
being said that more crowd means more availability of the good products. Hence, gives the good impact.

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DISADVANTAGES OF OFFLINE MODE
 EXPENSIVE :This is the expensive mode of marketing as this requires the lots of time for visiting a place
and buying of goods and this also includes promotional expense and many others.
 24/27 NOT AVAILABLE :This is the main drawback that it cannot be available 24/7 as the buyers and
sell have to meet for buying and selling of the goods at particular place.
 LIMITED AUDIENCE : Sometimes, a buyer cannot reach to much of the consumers that would loss in
less sales as well as profits.As for performing of theactivities he needs to be presented physically.
ONLINE MODE
This is one of the latest mode of marketing which is mainly done via phones or using of internets. This ia also called
as “DIGITAL MARKETING”. Most of the people are loving and engaging them in this new mode.
METHODS OF ONLINE MARKETING
NETWORKING SITES :One of the most popular method for purchasing of products via facebook,
whatsapp, linkdin etc. People are liking much as they need not to go anywhere and can have products at
home only.
E-MAIL MARKETING : We can also do marketing through sending of the mails to various consumers
of the areas they like in Shopping.
BLOGGING : This refers to the writing, photography and other media that helps individual about new
things. So, this can also helps in marketing of latest things.
AFFILIATE MARKETING :This is in the new trend where people can do marketing through their
affiliates and in return affiliates gets rewards for good selling.
CONTENT MARKETING :One of the strategic marketing approach that mainly focuses on the creating
and distributing relevant content for attracting customers and driving profits.
ADVANTAGES OF ONLINE MARKETING
 GLOBAL MARKETING :This marketing is done on the global level as millions of the people are active
on phones, sites. This also helps in generation of heavy profits for the sellers.
 24/7 AVAILABILITY :It is available 24/7 for the customers they can buy at any time anywhere. Good
facility provided in this mode.
 MEASURE AND TRACK RESULTS : In this mode the both buyers and sellers have the track id’s so,
its easier to know exact location of the products and in case of any frauds immediate actions can be taken.
 CONVIENCE AND QUICK SERVICE :Due to its convience as well as quick service its becoming very
popular among millions of people and all this helps in driving of good revenues as well as sales.
DISADVANTAGES OF ONLINE MARKETING
 TRUST ISSUES : Many of the people have trust issues while purchasing online due to frauders and that
lacks in the sales of trustworthy sellers. To differentiate between the real and frauders customers confuses
and hence, quit or never does online shopping.
 KNOWLEDGE AND SKILL REQUIRED:As everything is done over the internet as well as
interconnected so, to understand the proper functioning a selling goods through online one should have
proper knowledge and skills.
 SECURITY AND PRIVACY ISSUES :Sellers can have security and private issues while selling of the
goods via online as we have lots of hackers that can steal our personal info.

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 COMPETITION :There is lot of competition with online business as many sellers are there and all of
them have the good strategy to attract consumers and sometimes, all this confuses customers that which
one is better among all.
CONCLUSION
It is being concluded that customers are the ruler of our markets and if they are in favour of particular thing or
brands then a company can live for the long. All of the sellers are equally indulged in manufacturing and in
fabrication of consumers joyfulness. In modern era, our online marketing is emplifying at vast. People are happily
giving way to this new era of marketing. For satisfying them businessman needs to make efficient strategies. In
modern era, efficiency in sharing of their products are most important task as customers buying behaviour effects.
More the creativity leads to more of procuring. Providing of the better facilities would also helps in attracting of the
customers towards the company.
REFRENCES
1. (Jenny van Doorn, 2010)

2. (Venkatesan, 2017)

3. (Bolton, 2011)

4. (Jyoti Sharma, 2016)

5. (F. Safwa Farook, 2016)

6. (Grabner-Krauter, 2016)

7. (Jochen Wirtz, 2013)

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IMPORTANCE OF GREEN MARKETING IN SUSTAINABLE

DEVELOPMENT: A REVIEW
*
Dr Jagdeep Singla, **Preeti Ahlawat
*
Associate Professor, Institute of Management Studies and Research, MDU, Rohtak
***
Research Scholar, Institute of Management Studies and Research, MDU, Rohtak

ABSTRACT
Environmental issues influence all human activities. Companies have begun to change its actions in an order to
attain society's "new" demands as it becomes more concerned about the natural environment. The government in
several countries is worried about environmental issues. These issues are extremely important such as waste
management, global warming, environmental problems, pollution, etc., and affect our daily life. Even after
government regulations, several companies are still reluctant to use green marketing activities. In today's corporate
world, environmentalsustainability hasturned into a big challenge. Green marketing isone of the approaches a
business may use to accomplish environmental sustainability. This chapter includes the evolution of green
marketing, green products, and their characteristics and also tries to put light on objectives, importance, and
challenges faced by green marketing. Moreover, this chapter describes the principles of green marketing, green
marketing mix, and some examples of green marketing practices.
Keywords: Green Marketing, Sustainable Development, 7 P’s of Green Marketing, Eco-logical, Consumer-
oriented.
INTRODUCTION
Environmental issues influence all human activities. Companies have begun to change their actions in an order to
attempt society's "new" demands as it would become extremelyworried about the atmosphere. Some companies are
also eager to adopt principles such as the system of environmental protection and reduction of pollution,
incorporatingecologicalproblemsthroughout all company’s operations. Marketing is an industry field in which
environmental problems already gained a lot of consideration in the popular and professional press. In the popular
press, terms like "green marketing" and "environmental marketing" are commonly used. Green, environmental, and
eco-marketing are examples of innovative marketing methods which tend to challenge current marketing
approaches and provide a significantly different viewpoint, rather than simply refocus, change, or improve existing
marketing thinking and practice. Environmental, green, and eco-marketing are examples of methods that tend to
address the imbalance of marketing and the environment (Belz F., Peattie K. 2009).
Green-marketing and environmental labelling to certify that customers have access to environmentally friendly
goods, and their attitudes are moved toward eco-friendly business practices. Environmental marketing and its
practical applications have developed a strategic advantage for businesses all over the world (Grundey, Zaharia
2008).
In the late 1980s and early 1990s, the word "green marketing" became popular. In 1975, the American Marketing
Association (AMA) organized the initial “Ecological Marketing” seminar. The proceedings of the seminar were
published as "Ecological Marketing," one of the first books on green marketing (Henion, K. E. 1976).
Increasing public consciousness of various environmental issues has resulted in a change in consumer behaviour.
Consumer views toward leading a green lifestyle have changed. People are effectively working to reduce their
environmental effects. However, green marketing is still not widely adopted and is only in its initial stage.
Although resources are limited and individual wants are unlimited, this becomes essential for all the companies to
make use of the resources efficiently and effectively instead of wasting them to meet the company’s goals. So
ecological marketing (green-marketing) is inevitable. Organizations and businesses have noticed a change in
customer behaviour and are attempting to acquire a competitive advantage in the market by utilizing the green
market's opportunity. It has become a challenge to keep customers in the fold in the current era of globalization, as
well as to keep our natural environment secure, which is the most important requirement of the present time.

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Environmental marketing (green-marketing) is a fact that has receivedmuch more attention in the current market. It
has become a common idea in India, as well as other developing and developed countries, and is seen as an
effective strategy for achieving sustainable development. Consumers all over the world are now becoming more
concerned about environmental sustainability. Evidence from all over the world indicates that people are worried
about the climate and are changing their behaviour. Accordingly, environmental marketing has developed to
represent the rising market for environmentally friendly and socially responsible goods and services. Green
marketing has now become the new mantra for companies to fulfill the needs of customers and raise profits.
MEANING OF GREEN MARKETING
Green marketing as: “all activities designed to generate and facilitate any exchanges intended to satisfy human
needs or wants, such that the satisfaction of these needs and wants occurs with the minimal detrimental impact on
the natural environment” (Jay, 1994).
Green marketing, commonly known as environmental marketing or sustainable marketing, refers to a company's
strategies to design, advertise, price, and distribute environment-friendly goods (Gupta et al., 2020).
New marketing, ecological marketing, eco-marketing, and even green marketing are some of the terms used to
describe environmental marketing (McDaniel, Rylander 1993). Environment and environmental problems, one of
thereasons for the development of green marketing.Green marketing includes all those practices which support each
and every transaction aims to meet consumers' demand with the least possible harmful effect on the
environment.Green marketing includes a variety of activities, such as product modification, improvements tothe
manufacturing methods, changes in packaging as well as advertisement. Green marketing
focuses on meeting consumer needs and wants with no or minimal harm to the environment.
A large number of individuals believe that green marketing refers only to green products and services. Phosphate-
free, biodegradable, reusable, ozone-friendly, and environment friendly are all things that customers often associate
with green marketing. On the other hand, green marketing is a comprehensive marketing technique in which the
product, marketing, consumption, and disposal of goods and services occur in anenvironmentally friendly manner.
With growing concern about the effects of global warming, non-biodegradable solid waste, the harmful effect of
pollutants, and other environmental issues, both advertisers and customers are becoming more aware of the need to
shift to green goods and services.
Green marketing firms tend to go above and beyond conventional marketing by promoting environmental
essentialprinciples in the hopes that customers can correlate these principles with their business. Participating in
these eco-friendly activities can contribute to the development of a new product line that targets a new market.
EVOLUTION OF GREEN MARKETING
The concept "green marketing" was first addressed in 1975 in a workshop on ecological marketing sponsored by the
American Marketing Association (AMA), and it quickly gained popularity in the literature.
In the late 1980s and early 1990s, the word "green marketing" became popular. In the 1980s, the first phase of green
marketing started. The first phase of green marketing was accompanied by the publication of two books, both of
which were titled Green Marketing. They were written by Ken Pattie (1992) in the United Kingdom and by (Ottman
et al., 2014) in the United States of America.
According to Peattie, (2016), the evolution of green-marketing has three phases:
1. "Ecological" green marketing, andthroughout this time, all marketing strategies were focused on assisting with
environmental issues and providing solutions.
2. "Environmental" green marketing and the attention turned to renewable technology, which includes the
development of innovative products which solve waste and pollution problems.
3. "Sustainable" green marketing. This gained popularity in the late 1990s and early 2000s as a result of an
emphasis on producing high-quality goods that can satisfy customers' needs while still being eco-friendly.

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EXAMPLES OF GREEN MARKETING
1) Introduction of CNG in Delhi: New Delhi, India’s capital, was being increasingly polluted before the
Supreme Court of India ordered a change to renewable fuels. To minimize pollution, a guideline was
released in 2002 mandating the use of CNG in all public transportation systems.
2) LED Lights: Reduce total energy use to reduce your negative effects on the environment. Replace
conventional light bulbs with Led bulbs, which will increase the efficiency and durability of bulbs while
still offering high-quality brightness. LED bulbs are also free from harmful chemicals and release almost
no harmful UV rays.
3) McDonald’s restaurant napkins, bags are made of recycled paper. McDonald’s started giving out its
products in a paper bag to the customers rather than a transparent plastic bag (polythene bag) as a result,
"Green Marketing" can be done at a lower cost. This campaign was a huge success.
4) Coca-Cola in order to save water does Rain Water Harvesting at a huge level thus saving water and giving
back to the environment a small part of the water that it consumes for its production.
GREEN PRODUCTS
Green products are those that are produced with the help of green technology which has no negative effects on the
environment. For the protection of natural resources and sustainable growth, green technology and green products
must be promoted. Green products are generally extremely durable, non-toxic, manufactured from recycled
materials, and come in a small box.
CHARACTERISTICS OF GREEN PRODUCTS
Characteristics of green products as follows:
 products that are originally grown.
 non-animal testing products
 products with renewablematerials
 products that are renewable, reusable, and eco-friendly
 products contents under approved chemicals
 productsthatdo not negatively affect the atmosphere.
 products made from recycled materials, non-toxic chemicals
 productsthathave environment-friendly packing, refillable containers, reusable, etc.
OBJECTIVES OF GREEN-MARKETING
Green-marketing includes not only complying with eco-friendly strategies but also inform customers about them.
Green marketing is significant for a variety of reasons, including reducing waste and informing customers about a
company's eco-friendly activities. Some objectives to consider when thinking about green marketing are explained
as follows:
1. Waste avoidance: Whether it’s producing biodegradable product packaging, minimizing water
consumption, or lowering the quantity of waste which goes to landfill, green-marketing is just as worried
regards waste avoidance and green-marketingarepromoting an environmentally friendly face to the public.
2. Reinviting Products: Products may be altered to have a lower environmental effect. For example,
methods sources of all its ingredients from plants, making it is harmless to people, non-toxic house pets
who may unintentionally consume it and more environmentally friendly because it is water-soluble and
diffuseeasily into the atmosphere.
3. Making green while being green: Businessesthat support eco-friendly goods, of course, aspire for being
successful managers of the environment while still making a profit. Businesses may use green marketing to
target a segment of the population that is ready to pay a slightly higher price to reduce their environmental
impact and protect the environment.
4. Changing Processes: Environmental effect isn’t only a problem for consumers. Green marketing allows
companies to use resources wisely, such as water and electricity. Modifying procedures often means
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searching forrenewable resources, utilizing renewable energy sources, and exploring ways to produce
goods in a way that is much more fuel-efficient.
5. Developing environmentally friendly messaging: Green marketing's greatest "marketing" achievement
could be in messaging. Green marketing aims to educate customers about a product's environmental
advantages and the business's environmental obligation. It's also a valuable tool for educating people about
sustainability and environmental issues.
IMPORTANCE AND ADVANTAGES OF GREEN MARKETING
Green marketing is good for the atmosphere, and also good for the company. The following are some advantages
and importance of green-marketing:
1. Access to a new market:There exists a completely new market of green consumers and whenever choice
provided to green- consumers they would prefer green-goods over non-green goods
2. Competitive Advantages: Greeting your business offers you have a strategic advantage over your
competitors because it attracts more consumers to your current consumer base.
3. Increase Brand Loyalty: Consumers are more loyal to a brand that constantly demonstrate their
commitment to environmental protection and going green.
4. Positive Public Image: Going green gives consumers the impression that the company is concerned about
the environment and is conscious of the environmental situation. All of this contributes to the brand’s
positive image among existing and potential clients.
CHALLENGES OF GREEN MARKETING
1. Need for standardization:It has been discovered that only 5% of green marketing claims are entirely
valid, and there is an inconsistency to verify the claims. At the present, there is no criterion for certifying a
product is green. However, few government authorities are engaged in the approval process by issuing
unique licenses. Besides, for labelling and licensing, a standard quality management board should be in
place.
2. Huge Investment: Green marketing needs a technology, which usually requires huge research and
development expenditures and green products require the use of expensive renewable and recyclable
materials.
3. Lack of Awareness: Green marketing is a brand-new concept. Consumers must be educated and informed
about environmental risks. The vast majority of people are unaware of green products and services and
their usage and they are unwilling to pay high prices for green goods and services. So, Consumers must be
educated and informed about environmental risks. marketing.
4. Patience and Perseverance: The environment must be considered as a big long-term investment
opportunity by investors and businesses, and companies must consider the long-term advantages of this
new green movement. It necessarily requires a great deal of patience and will not yield immediate results.
As a result, green marketing is a novel concept and idea that will take time to gain acceptance.
5. Avoiding Green Myopia:The basic principle of green-marketing seems to be concentrate on consumer
advantages since it will not help if goods are produced that are completely green in each and every aspect
but fails to satisfy its customers. It will lead to green myopia. Green goods would also lose consumer
acceptability if they are priced too high in comparison to other goods.

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PRINCIPLES OF GREEN MARKETING

Consumer- Customer
Oriented Innovative
Value
Marketing Marketing
Marketing

Mission Societal
Marketing Marketing

1. Consumer-Oriented Marketing: This concept states that the company should consider marketing
activities from the customer's viewpoints to build a long-term and profitable relationship with them.
2. Customer Value Marketing: According to this concept, a company's resources should be allocated to add
value to the product or service it offers, instead of simply modifying the product packaging or investing
heavily in advertising. This is due to the fact that when value is added to a product, consumers will value it
too.
3. Innovative Marketing: The third principle, which is innovative marketing, states that we should strive for
real product and marketing changes. We all know that the world is constantly changing, and the tastes and
needs of consumers are as well. As a result, the company should always be in search of innovative and
better strategies to avoid losing clients.
4. Mission Marketing: The company's mission should be described generally in social terms rather than in
terms of its product. This is because when an organization declares a mission that includes some kind of
social welfare, workers are proud to work for a good cause and in the right direction.
5. Societal Marketing: According to this principle, a company's marketing decisions must take into
consideration the needs and expectations of its customers, as well as the company's needs and social
welfare.
As a result, green marketing necessarily requires products and services that are not only environmentally
friendly but also beneficial to society.
GREEN MARKETING MIX
Companies use a green marketing mix, similar to traditional marketing, to use marketing variables and get the
desired response from the target audience. The seven P’s of green marketing are as follows:
1. Product: Products should be designed and manufactured in such a way that they use fewer resources, are
pollution-free, and do not contain any radioactive materials that may be dangerous if used. Furthermore,
the product must assist in the preservation of limited resources.
2. Price: In green marketing, price is important because consumers will pay a higher price only if they
believe they will be getting higher quality products, whether in terms of design, quality, appeal, taste, or
something else.
3. Promotion: There are three forms of green advertising: advertisements that display the relationship
between the product and the environment, ads that encourage greenandorganic lifestyle, and ads that
promote a corporate picture of environmental responsibility.

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4. Place: Because location determines product availability, marketers should select an ideal location to make
those products available, because it will have a direct impact on consumers.
5. Process: The procedure in this section refers to the approach that will be used to deliver the services. It
should be given serious consideration so that the procedure can be carried out correctly with the primary
goal in mind. To create a comprehensive green marketing implementation, the greenness of the whole
system must also be considered.
6. People: People are those who are mingled in the development of green goods and services. The company
needs to adopt a green mentality in its operations.
7. Physical Evidence: The physical proof must require to ensure that the greenness is applied in every aspect
of the system, so it should be done holistically.
It is common knowledge that all forms of production consume energy and generate waste. So, green marketing may
be an appropriate marketing strategy taken by the company
CONCLUSION
Now, this is the ideal time to choose “Green Marketing” as a global strategy. If all nations take a strict role, it will
result in a significant change in the world of business, since green marketing is important to saving the world from
pollution.
Green marketing need not be considered a separate marketing approach it requires a much wider approach because
it has an ecological component. Marketers must also educate customers about the importance of green products and
their advantages over non-green products. In green marketing, customers are ready to pay the extra price for a
safer and healthier environment. Finally, customers and manufacturing purchasersnecessary put pressure on each
other to reduce negative environmental effects. Even in developing countries like India, green marketing is
becoming increasingly important and relevant.
REFERENCES
1. Belz F., Peattie K.(2009): Sustainability Marketing: A Global Perspective. John Wiley & Sons.
2. Gupta, A., Bansal, R., & Nigam, A. (2020). Green Marketing : A Future Phenomenon Green Marketing : A Future Phenomenon.
March.
3. Jay, M. (1994). Electronic Green Journal. https://doi.org/10.5070/G31210177
4. Karl E., Henion; Thomas C. Kinnear (1976). Ecological Marketing. Ecological Marketing. American Marketing Association.
p. 168. ISBN 0-87757-076-0, ISBN 978-0-87757-076-9
5. Larashati, H., Hudrasyah, H., & Chandra, N. (2012). 7Ps of green marketing as factors influencing willingness to buy towards
environmentally friendly beauty products. In Proceedings of International Conference on Business Management & IS (Vol. 1, No. 1).
6. McDaniel, S. W.; Rylander, D. H. 1993. Strategic green marketing, The Journal of Consumer Marketing 10(3): 4–10.
7. Mishra, P., & Sharma, P. (2010). Green marketing in India: Emerging opportunities and challenges. Journal of Engineering, Science
and Management Education, 3(1), 9-14.
8. Ottman, J., Marketing, J., Apr, N., & Beyer, J. M. (2014). Environmental Marketing : Positive Strategies for Reaching the Green
Consumer by Walter Coddington ; Green Marketing : Challenges and Opportunities for the New Marketing Age by Review by :
Easwar Iyer Environmental Marketing : Positive Strategies for Reaching the Green Consumer By Walter Coddington ( New York :
McGraw-Hill, Green Marketing : Challenges and Opportunities for By Jacquelyn Ottman ( New York : NTC Business Books, NTC
Publishing Group, 1993 188 pages ). 58(2), 127–129.
9. Peattie, K. (2016). Towards Sustainability: The Third Age of Green Marketing. June 2001.
https://doi.org/10.1362/1469347012569869
10. Preethi, s., & Kumar, M. (2017). Challenges in Green Marketing. Iconic Research and Engineering Journals, 1(5), 21-22.
11. Tiwari J.,Green marketing in India: An Overview. IOSR Journal of Business and Management (IOSR-JBM), 33-40.

WEBSITES
12. https://study.com/academy/lesson/why-is-green-marketing-important-objectives-benefits.html
13. https://businessjargons.com/green-marketing.html

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DIGITAL MARKETING CONCEPT AND A COMPARISON BETWEEN

DIGITAL AND TRADITIONAL MARKETING
*
Dr. Karamvir Sheokand, **Jyoti
*
Assistant Professor, IMSAR, MD University
**
Research Scholar, IMSAR, MD University

Digital marketing is a term used to describe one of the many marketing methods offered to reach customers. It is the
sponsorship of goods and services with the help of digital technology. Social media is so widespread that users can
access information anytime, anywhere. Social media is increasingly becoming a media for amusement, information,
advertising and communication, and now consumers are talking about the reputation of your company, and about
ads, friends and more.
The world is now working in a digital setting. Now a days, it is important to have an online platform to connect
with consumers. There are many traditional marketing techniques that are flourishing, especially if the marketer is
targeting local area consumers, but it is imperative to take benefit of online marketing to survive. This includes
Internet marketing strategies such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), and link
building. Digital marketing is also called online marketing, but the processes are different because digital marketing
is targeted, scalable and interactive. This also applies to non-Internet channels that provide digital media, such as
multimedia messaging service (MMS), call-back and on-hold mobile ring tones ,short message service (SMS), e-
books, optical discs.
Digital marketing is the latest marketing technique. Writing thank you notes and meeting in a cafe can be
considered marketing. People see marketing as an advertisement only. The main goal of marketing is to find the
right products and services for the people. However, marketing is nothing but what a business does to attract
customers and maintain relationships with them.
The most traditional and easiest form of marketing is word-of-mouth marketing, where client share the experience
of the good or service with others in daily communication. This type of feedback can be negative or positive.
In simple words, marketing is everything a marketer does to sell the company’s product or service to customers. It
includes sales, public relations, pricing, packaging and distribution. It is an organizational procedure that effectively
identify and meets the needs of customers in a cost-effective and profitable manner. This includes product
identification, n and development, pricing, selection of distribution channels, and development and implementation
of advertising strategies.
Marketing is an imperative business feature. It's not just something that works alone for the rest of the company’s
activities. This includes advertising, sales and product delivery.
The achievement of internet marketing largely depends on the consumers’ reach to the internet and their familiarity
with the marketing methods used on social networking sites. In traditional marketing marketers target customers
directly, but in onlinemarketing their focus is to encourage people to find their company. On the other hand,
traditional methods such as newspapers, magazines, television or radio are available to many.
STRATEGIES FOR DIGITAL MARKETING
 E-mail marketing: Email is one of the oldest forms of digital marketing. Email can be used toadvertise
apersonalized message directly to a similar list of people. Email, department information about your
customers timely personalized և targeted messages. With effective database software, marketer can
maintain email lists separated by a number of factors such as likes and dislikes of users.
 Organic campaign:Organic campaignor search engine optimization is an admirable digital marketing
strategy. A process that affects the access of a websiteor webpage in free internet results, can also be
termed as "natural" results. SEOis possible by adding a specific keyword category or by adding a set of
keywords to your site. Search engine optimization helps you position the site correctly so that it is at the

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front of the consumer buying process or when people need the company’s site. A company can board
image or video search etc. SEO also takes into account what people are looking for, search keywords or
terms entered into search engines that will help to know the pattern of buying of customers.
 SearchMarketing:(SM):IT is a type of digital marketing. Search Marketing uses search engines to
encouragethe company’s website or business to digital customers and attract more targeted customers to
the website through advertisements or paid links. This includes, search engine optimization, paid listings
and other search engine related services, as well as those features that increase traffic to the site.
 SocialMediaMarketing:(SMM):Today, social media marketing (SMM) is a Digital marketing tool that
uses social media sites as a marketing tool. SMM aims to produce content that users can share on social
media. Customers look forward to find brands on social media sites, so social media strategy is very
important. SMM is becoming more and more popular with the growing popularity of Google+, Twitter,
Facebook, LinkedIn and YouTube. Publishing good and attracting content is a great way to reach new
customers and increase search engine visibility to reach more customers. These websites can also be used
as an effective way to communicate with customers, construct relationships, and speedily resolve issues.
By creating a content plan for the social media strategy, a marketer can design the websites and the type of
content to post.
 Phoneadvertising:This type of marketing is one of the most important digital marketing. Phone
advertising is a type of phone ad, that is, other phone devices such as wireless phones, smart phones, tablet
and computers. Phone ads can be in the form ofpreset media or moneyed display ads, or short text ads,
mobile search ads, mobile website ads, or mobile app ads.
 Online advertising: Internet advertising differs from PPC (pay per click) in that it places ads on other
people's websites. For example, a company can purchase advertising space for a particular website andpay
the site owner according to the clicks in your advertisement.
 Blogs: Websites like LinkedIn create a setting where business and customers can connect online.
Companies that know the need for information, novelty, use blogs to make their products trendy,
exclusive, and later connect with customers who are very much active on social media. Blogs can be
update frequently and are advertising methods to build customer loyalty, as well as to get more customers.
 Display Advertising: Display advertising is promotion technique on a website. The important feature of
display advertising is to deliver general advertising and brand messages to website visitors. It includes a
variety of formats and elements such as text, images, flare, video, and audio.
 Adware:It is a type of marketingsoftware that automatically displays ads on the user's device. Ads may
appear on the website or pop-ups on the sites that users visit.
 Onlineadvertising posting:An online ad posting is an advertisement published online for a specific
bifurcated product or service list. Examples include a list based on digital job boards, digital real estate
schedule, and online auctions.
 Affiliate Marketing: This type of marketing happens when a marketer is able to produce a third-party
prospect. Third-party licenses receive commission based on sales made by them. Third partys’ Marketing
Network generates traffic for the visitors and once visitors have taken the required step, the party receives
the payment. Required forms can be completed by registration, email, telephone, and online registration
forms.
 CompensationMethodsforDigitalMarketing: The industry understands the power of digital marketing,
and companies use a variety of methods to make up for it. Each payment method pays differently and has
different earning options. Publishers and advertisers calculate compensation in a number of ways.
 CPM(costpermile):CPMisthemostcommonmethodforpricing web ads. In this method advertisers pays for
everythousanddisplaysoftheirmessageto potentialcustomers.
 CPM is the most important mode to define online advertising. In this method, marketers pay amount for
every thousand visitors.

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 CPE (cost per engagement): In this mode, ad campaigns are free in terms of advertising, including
comments, broadcasts, polls, recommendations, opinions and games. These fees will only be charged if the
user demands detailed information about their product.
 CostperActionorPayperAction:Advertiserpays publisher a commission if the targeted task is completed,
if targeted customers visit the site orlike completing a purchase or filling outa registration form, creating an
account. This commissionmethodisveryacceptedwithonlineservicesfrominternetserviceproviders, cellphone
providers.
 Sharingofprofits:Inprofitssharingmethodthemarketer gives the publisher some proportion of theprofit
earned.
DIGITAL MARKETING AND TRADITIONAL MARKETING: A DIFFERENCE
Traditional marketing is using old school methods for the promotion of goods and services. Basic feature of
traditional marketing is to attract customers towards the products. It has various implications in local market. But
digital marketing is to make users aware of the online platform. It allows the marketer to offer a variety of
promotional techniques online to make sales bigger.
TRADITIONAL MARKETING: POSITIVE SIDE
Local marketing strategy:Traditional marketing plays an important role in reaching out to local people and
maintaining a personal relationship with customers in a particular sector. Today, consumers are more engaged with
communication. Traditional strategies, such as promises, newspaper ads, TV ads and create a base for customers.
As a result, efforts to reach the target audience are more dynamic and coordinated.

Marketing tools are Viable: One of the problems of digital marketing is the need to provide a comprehensive
advertising tool to attract an audience. This can be a daily business for some companies. They can post on social
media twice and create new videos and emails three or four times a day. Traditional trading methods have a long
history, which always attracts the attention of investors. Ultimately, marketers don't have to create new tools
frequently to promote your product or service.
Traditional marketing is Reliable: Ingeniously, traditional marketing makes it safer than commercial network
marketing. Yes, digital marketing has reached a lot of people; But it does not always mean that manager have a
compassionate or reputable company. Also, printed materials are considered more real. A company that can
advertise in magazines or on television and radio must have the financial means to do so. So the idea is to grow the
business, to be successful, to be sustainable.
Vast Audience is covered: Advocates of digital marketing often say online advertising allows you drive and keep
track of audience. Marketing methods can be polished accordingly to the trends on social networks;however, if your
product attracts some assorted audience, you should not look at diversity. If you own a small business, a large
audience can help to grow the business. So traditional marketing is a great way to attract customers.
Brochures easiness: There is no doubt about the use of exciting digital photography, graphics. But sometimes
complex designs can confuse the audience. Editing paper ads is easier and more effective for the marketer. Direct
mail may take less time to read and edit than e-mail. Pamphlets are easier to read than web pages. A 30-second TV
commercial can get more attention than a 3-minute YouTube video.
TRADITIONAL MARKETING: NEGATIVE SIDE
While traditional marketing has been successful in the past, the Internet has grown in recent years and has some
advantages over traditional marketing. Small businesses can promote their products on their social networks, such
as Facebook, WhatsApp, Twitter, and Instagram They are cheaper than traditional marketing.
Static text: Text written in old media is used for advertising in traditional marketing. For example, a marketer
placed a newspaper advertisement for a product and that product is out of stock, then that advertisement cannot be
change again and many customers will be dissatisfied. With digital marketing, however, a marketer can quickly
update the listing page or website and inform customers of the situation.

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Lack of time to update message: In traditional marketing, a marketer may not have the time to respond to the
changes a businessman wants to make in advertisement compared to the digital marketing. Traditional advertising
requires that the marketer must prepare the marketing technique in advance, even if he wants to publish it in the
newspaper. Meanwhile, small business owners can easily change and update their advertisements in few minutes
using the internet.
EXPENSIVE COMPARED TO ONLINE MARKETING
To put an advertisement in newspaper, or in bulletin board or brochure, the marketer has to pay every time he plans
to sell a product or render a service. However, no additional cost is associated with the business running online.
This can easily be done by product sales team. Traditional marketing companies always pay for every post and
mail, but online publication will always be open to the Internet free of cost.
Customized Marketing not possible: Marketing is not always about specific customers. It can’t only be directed
to one segment. However, through online marketing marketer can see what the audience is looking for.
Provide less information: Traditional marketing makes it difficult to offer complex price options of a product
distribution. Print media has no place to reflect price changes and other services that may attract consumers. If a
company does internet marketing it give the customers option to contact them to buy the product.
OBSERVATIONANDCONCLUSIONS
Digital Marketing is auseful tool for marketing. This allows promoting the products and services which the
marketer is looking for to reach the target audience. By saving paper and other resources, a marketer can accelerate
business trends, and get the attention of people in remote areas.
1. Digital marketing has offered new opportunities for tech professionals and a new impetus for job
seekers, researchers and entrepreneurs. Digital marketing accounts for 100% of the face value of
Indian companies in the global market.
2. By participating in a social network and running it carefully, the marketer will gain a reputation for
keeping and interacting with the customers, and by offering the customers unique offers, marketer can
reward the customers.
3. By submitting feedback digitally, product recommendations can attract new customers and build
relationships. But it works in two ways, happy client can help you. But unhappy client can affect your
business. Despite these challenges, it is reasonable to conclude that digital marketing has all the advantages,
because it is economically viable and despite some risks. But the result is very good.
4. As trends in the Indian market is changing quickly and the use of e-commerce and mobile business has
increased significantly, obstacles of accessing the infrastructure is also reduced significantly.
REFERENCES
1. https://en.wikipedia.org/wiki/
2. http://www.codefuel.com/blog/ppl-pps-ppc-and-ppi-affiliate-compensation-models-and-theirbenefits/
3. http://www.camfoundation.com/elements-digital-marketing-digital-marketing-communicationsmix
4. https://www.techopedia.com/
5. http://www.businesszone.co.uk/community-voice/blogs/robbo75/10-benefits-of-digitalmarketing-vtraditional-marketing/
6. http://www.kotlermarketing.com/phil_questions.shtml
7. http://www.entrepreneur.com/encyclopedia/branding

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THE ROLE OF GREEN MARKETING AND SUSTAINABILITY

*
Vijaya Laxmi Dara
*
Assistant Professor, School of Management Studies, REVA University, Bangalore
*
Research Scholar, GITAM School of Business (deemed to be University), Bangalore

ABSTRACT
Modernization is the law of nature. Living conditions and surroundings of the society are changing day by day in
the innovation of automation. Therefore, adoption is necessary to implement to subsist. The current scenario is
being all about the electronic mode. Green marketing is a new marketing strategy employed by businesses using
channels that influence customers to buy Eco-friendly products. Customers always being in a great dilemma in
choosing out of a variety of choices, need to be re-educated about the value and great importance of the
consumption of products that are safe, durable, and environmentally non-hazardous. And hence the marketing, in
general, has to introduce and adopt several changes from its product lines, production procedures, creating durable
packing solutions and advertisements that can cater to reach close to customers. In this marketing concept the
product, marketing, consumption or disposal of products and services is done in a manner that causes the least
damage to our earth’s environment because of increasing cognizance of non-biodegradable sturdy waste,
greenhouse effect, the harmful impact of pollutants, etc.
Keywords – marketing, consumers, products, environment, eco-friendly
I. INTRODUCTION
Environment feasibility is the design and provision of products and services that incorporate and promote
minimization of paper use and reuse of resources. It focuses to provide the benefit for present and future
generations. It is all about the requirement to bridge between society and the environment. Nowadays preserving the
environment is playing a vital role to safeguard our lives and to forecast the future lives of the people.
Due to increased public awareness about life-threatening conditions that humans are going to face with changes in
global warming such as hurricanes, droughts, famine, acid rainfalls, faster ice melting, rising sea and ocean levels,
polluted air and rivers, bush fires in forests, etc., made the consumers very sensitive to understand the importance of
products that are Eco-friendly and green. Thus, current marketers are genuinely adapting as well to cater consumers
with green products and services by marking them with ozone friendly, organic, refillable, recyclable,
biodegradable and Eco-friendly highly visible tags that can bring attention and importance for the need of the hour.
So, we can say that green marketing is a strategy to bring consumers closer to the heart of the world environment,
make them realize about human existence, and encourage them to save the environment whatever good means
available in their choices. And to make it a great success, each nation’s government is coming up with regulatory
provisions for the production of green products, Eco-friendly manufacturing, and packing processes, waivers,
encouraging the promotion of green marketing and also educating the people to consume them. With the rising
awareness about ill-effects of climate change, more and more people are inclining to be responsible humans and
thus bringing sustainability and promoting green consumerism, and this means by encouraging consumers to buy
Eco-friendly products which cause the least harm to the earth’s ecosystem and hence saving the planet earth.
Green marketing via e-commerce, online advertisements, helps in pollution-free as well as it safeguards trees also.
In such a manner that paperless and use of technology to a full extent, and also the time saves to a greater extent in
an occupied world. This paper is based on primary data that is available on various websites and magazines.
II. OBJECTIVE OF THE STUDY
Green products are those products that are produced in a controlled Eco-friendly environment using production
procedures and technologies which are specifically designed to collect fine raw materials with lowest pesticide
content (organic food as such), cause minimal harm to livestock, use safe labor practices, adapt reduction of
wastage, with clear instructions about recycling of product, and are less harmful to the environment and most

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importantly they are reliable, safe for consumption. Consumers need to be made ready to pay a premium price for
these green products.
The overall objective of the study is to analyze consumer awareness on environmental issues and their impact on
the purchase behavior of green products. The specific objectives of the study are:
To analyze the consumer’s awareness of green marketing and its impact on the purchase behavior of selected green
products.
 To know how consumers are knowledgeable about buying eco-friendly products and environmental
issues.
 To study consumer’s perceptions regarding green initiatives in the production process.
 To study the conceptual framework of consumer buying behavior in green marketing and attitude of
green products.
 To study the relevant attributes or sources of information that influence the purchasing of green
products.
 To examine the level of satisfaction of consumer behaviors in green marketing.
 To identify the common problems faced by consumers in green marketing.
 To find out the initiatives taken by the various companies in promoting green products.
 To study the impact of Green Marketing on Customer Satisfaction & Environmental Safety.
In general, a product may be considered green if it:
 Conserve water and energy.
 Prevents contributions to air, water, and land pollution.
 Protects indoor air quality.
 Uses renewable, responsibly sourced materials.
 It produces little environmental impact.
 It is manufactured in an environmentally conscious way.
 Using own carry bag made of jute or cotton.

III. SCOPE OF THE STUDY

In today’s very highly competitive environment, companies are searching for programs that would give them an
edge over their competitors. The program’s role is of Green Marketing in satisfying the customers and its impact on
the environment. Dhanjit Pathak Volume-II, Issue-XII January 2017 range within a myriad of activities and green
marketing forms the pivotal among them. The Green Marketing which includes the various programs initiating the
prevention and preservation, as well as the promotion of green environment mixed in appropriate proportion and
integrated into a single marketing program, is supposed to give a strategic advantage to the companies.
Green Marketing Mix is a combination of 4 Green Ps or Green factors (eco-friendly) is known as Green Marketing
Mix namely, Green Price, Green Product, Green Promotion and Green Place.
Green Product: Products that are manufactured from raw materials well-sourced and later packaged also in an
Eco-friendly environment.
Green Promotion: Advertisements play a key role in promotions of green products to both Eco-friendly conscious
consumers (Green consumers) and the general consumers, thereby educating the differences between green and
non-green products, price differences, and information about environmental effects. Also, use techniques like a
premium offering, sales offer like discounts and coupons, to attract the consumers.
Green Place: Green Product distribution from a producer to shopkeeper/warehouse and then to a consumer needs
to understand the importance of Eco-friendly distribution, placement of product in the shop or through online order
placement option for clear recognition, and finally also need to follow the same convention of saving the
environment and not cause hazardous movement of items if unsold.

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Green Price: In general, green products are highly priced due to the high cost of production, distribution, and
marketing. This price can be brought down by increasing more awareness and bringing up the demand for the
products and cheaper supply.
OBSTACLES OF GREEN MARKETING
Green products require renewable and recyclable material which is very costly requires a technology which requires
huge investment in R & D. The majority of the consumers are not aware of the green products and their use, and
they are not willing to pay a premium for green products.
SUGGESTIONS
 Inculcate Education through e-Learning Programs.
 Training and development of relevant skills among marketing Employees
 Communicate through the press and Construct Websites and spreads messages in SMS as a reminder to the
customers to speedup initiatives.
CONCLUSION
There is an urgent need to create awareness and follow green marketing in today’s business world of innovative
technologies to make our environment human friendly. Globalization, Mobility, and Trade Pacts had already
brought the whole world to one marketplace, where the manufacturing and production facilities are churning
products faster than ever to cater to consumer needs. And with Internet connectivity, the consumers are getting
more and more aware and conscious of the variety of products and the choices. So, the Green Marketers should
bring all their potential to pursue and bring the changes in consumer usage of their daily needs and help in creating
an Eco-friendly society. In meanwhile, most of the rest of the companies which still do not adhere to green practices
should also understand the need for a change in their production lines to help save the environment.
REFERENCES
1. Ahn, Y. and Pearce, A. (2007). Green Construction: Contractor Experiences Expectations and Perceptions. Journal of Green
Building, 2(3), 106-122.
2. Belz, F. and Peattie, K. (2008). Sustainability Marketing: A Global Perspective. John Wiley and Sons.
3. Building Online (2010). Homebuyers' Interest in Green Home Features Increases with Energy Efficiency Cited as Top Priority.
Retrieved from http://www.buildingonline.com/apps/news/article/9621 on 17th September 2013.
4. Chan, K. (1999). Market Segmentation of green consumers in Hong Kong. Journal of International Consumer Marketing, 12(2), 7-24.

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A STUDY ON MEASURING IMPACT OF SOCIAL MEDIA MARKETING

ON CONSUMERS’ BUYING BEHAVIOR BASED ON DEMOGRAPHIC
VARIABLES
*
Dr. Divya Malhan, **Mohan Kumar
*
Assosciate Professor, Institute of Management Studies and Research, Maharshi
Dayanand University, Rohtak, Haryana
**
Research Scholar, Institute of Management Studies and Research, Maharshi Dayanand
University, Rohtak, Haryana

ABSTRACT
With the tremendous improvement in technology and ease of doing shopping online day by day, it is generalized
that consumers are adopting online marketing and consumers’ buying behavior are highly influenced by online
marketing via social media platform. The primary objective of this empirical study is to measure the impact of
social media marketing on consumers’ buying behavior based on demographic variable especially gender and
educational level of respondents.
Research methodology:Both quantitative as well as qualitative approaches are used in present study. As a
quantitative tool, a structured dichotomous and multiple-choice questionnaire is used for collecting primary data.
Sample size of respondents in this study is 102. One to one in-depth interview is conducted with 20 respondents as
a qualitative research tool. For Analysis of data, chi-square test for association is done by using software SPSS 24.
Findings: Results of this study shows that there is a no significant difference in the perception about impact of
social media marketing on consumers’ buying behavior based on gender and their educational level.
Keywords: Consumers’ buying behavior, Online marketing, Social media, Demographic variables, Perception.
INTRODUCTION
Technological improvement is going on everyday with a tremendous pace while digital business is already playing
a significant role in many developed countries. If we do trend analysis for some past years especially during Covid-
19, this technological inclusion in communication of information enables individual to interact with other individual
or business on a virtual platform. Web 2.0 is a new integration for web technologies and consumers’ participation
and interaction on web (Grant, 2010). An effective definition for social media is “ website or application which
enables users to take part in social networking by sharing knowledge and information (Cambridge Dictionary).
According to this given definition social media covers Facebook, WhatsApp, Instagram, Twitter and You tube etc.
We can include Email, Blogging, chat rooms also in social media. According to (Social Media - Statistics & Facts)
approximate 87 percent people under age 40 years are presently active on social media platform.
Now a days, social media is not just for engaging in chat with friends and family, it becomes a very useful place
where people, government and business organizations can interact with each other to share information for their
mutual benefits. Growth of social media is not just changing the consumers’ buying process, it completely changes
the purchasing pattern of consumers. It means that buying behavior of consumers is not only influenced by family
and friends, it is significantly influenced by social media also. Therefore, there are opportunities for business
marketer to create brand awareness and brand visibility through social media platform. Social media helps in
expanding society border, expand the impact and importance of social influence in individuals.Primary motive of
business marketers are providing information about product/services to existing and potential customers as well as
supporting other marketing activities and their stakeholders (Smith & Zook, 2011; Weber, 2011; Zarrella, 2010).
The main goal of the marketers is communicating about the product to the consumers through social media channel.
It helps at each stage of buying behavior process of consumers.

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Cost of Spreading awareness and promoting product is very low at social media as compared to traditional modes of
advertisement i.e., TV/Radio/News Paper etc. Social media networking websites are playing a significant and vital
role for consumers. Social media motivates consumers to change their attitude towards pattern of online purchase.
Nowadays, every business organization have their own website for providing information directly to end-users.
Everyone is aware about the importance of two-way communication between marketers and consumers, especially
in case of social media which transform the thinking style of consumers. It is always true that there are sociological
factors which influence the consumers with different degree. Trend of this behavioural change reflect to inter-
relationship between consumers buying behavior.Now a days, consumers are social media for sharing their
experiences about particular brand with others consumers, recommendations and raise queries if they have some
issues. Social media is working as a single tool which is helpful for marketers and consumers too. It is helps on
maintain relations with customers as well as business partners simultaneously. Social media networking websites
helps business marketers to sell their products and collect information and communicate it with concern body.
Social media marketing providing an opportunity to consumers compare the product/service of different brand at a
single platform.Through these websites consumers can purchase product/service in minimum time and effective
price also. Social media provide an advantage to consumers to share their product and purchase experience with
other consumers and seller also while in traditional method of marketing consumers don’t have such
advantages.Today’s technology era, companies are upgrading themselves at social media platform to improve their
efficiency, productivity and to connect with end-users directly.
REVIEW OF LITERATURE
Social media includes Facebook, Instagram, WhatsApp, Twitter, Email, Blogging etc. are now a days a vital tools to
facilitate online seller and buyer relationship (Timothy, 2019). Social media have relatively very low cost as
compared to traditional modes of advertisement and connect organizations directly to end-users (Kaplan &
Haenlein, 2010). It provide an option of choices from many product/services for customers and plays a very
important role in business organization’s marketing strategy in which they have an economic impact (Cross, 2014;
Persaud et al., 2012).
According to Černikovaitė, (2019) most consumers are actively seeking information from social networks by
reading another costumers’ feedback before making a purchase decision. It is found that there is a significant
positive relationship between in purchase decision and behavior influencers. Demographic variable i.e., gender
plays intervening role between consumer purchase behavior and purchase intention. However, source credibility
and sponsored posts are considered an important factors to influence buying intentions(Jain et al., 2019).
Most of the buyers used social media to evaluate the alternatives and search new as well as old products. Thus,
Ertemel & Ammoura, (2016) suggest that social media marketing have an impact on consumer buying behaviour,
and recommend marketers to use both brand direct marketing or as retailers to design their social media advertising
as a comparative advertising. Trust, perceived value and positive reviews positively influence consumer buying
behaviour on social media. These factors work as a motivator for consumer behaviour(Dr. Manjit Kour, 2020).
Conducting research about significance of social media marketing “a valid branding medium” will be necessary for
the big marketing and advertising community for their survival. Marketers wants measure return on investment
(ROI), online Social media Marketing industry’s success is dependent on consumers’ willingness to spend their
time on social media platform. According to Drury, (2008) unless marketers are unable to measure their growth,
they can’t continue to drive growth and gain the credibility from consumers.
Customers now days are depending heavily on social media networks for customer support & related services, so
business organizations should make themselves visible on the online social media platform to support their
customer (Voramontri & Klieb, 2019).
According toGonzalez et al., (2013) consumer behaviour has changed in the Digital Age, in particular with social
media. The amount of information available digital platform increases day by day, as an outcome customer are
overwhelmingly exposed and gain different aspects of information via the Social media. The reachability and
transparency of social media provides new directions to consumers position themselves in today’s market, in this
environment it is necessary for companies to equip with a new marketing mindset.
Consumer is highly satisfied with respect to social media marketing tools but still there are group of customers who
don’t think social content reliable. Consumer has been undergoing online advertisement using social media

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marketing but the business organizations should carry out appropriate advertisement using such media channels. It
has also identified that in the present global era if business needs to influence the behaviour of consumer towards
their product and services then they have to carry out their marketing and promotional activities via social media
channels (Chitharanjan, 2016).
Social media users found decision-making process to be easier and enjoyed it more, when compared to those users
who don’t use digital media. The consumers think that the information on social media to be of higher quality and
greater quantity than expectations are more satisfied overall(Voramontri & Klieb, 2019).
The above review of literature prompted us to undertake this study on measurement of impact of social media
marketing on consumers’ buying behavior based on demographic variables.
HYPOTHESIS
(H0)1 There is no significant difference in the perception about influence of social media marketing on consumers’
buying behaviour based on gender.
(H0)2 There is no significant difference in the perception about influence of social media marketing on consumers’
buying behaviour based on education level.
RESEARCH METHODOLOGY
Exploratory research design is used to gain insight about impact of social media marketing on consumers’ buying
behavior.Both the quantitative as well as qualitative approaches used in this study. For quantitative approach, we
used structured questionnaire for collecting primary information from the respondents. Dichotomous and multiple-
choice questions are used in this questionnaire so that researcher can be able to find the affect of social media
marketing on consumers’ buying behavior. In support of qualitative approach, we interviewed twenty candidates
about social media influence on their buying decision process. For the study, simple random technique was used in
which structured questionnaire was distributed tosocial media user candidates located in Haryana state of India. For
collection of information google form is used and sent to respondents through WhatsApp, e-mail, Facebook and
Instagram page. Through this data collection method, we received 102 complete responses.
DATA ANALYSIS
Demographic factors (age, gender, income level, education background etc.) of individual consumers that strongly
affects their buying process. These all-demographic factors vary from individual to individual that results in a
different set of attitudes, perception level and behavior toward social media marketing.Demographic profile is
divided in to categories I.e., gender and age. There was total 102 respondents in which 57 (55.88 percent) were
male and 45 (44.12 percent) were females. Out of 102 respondents, only 3 (2.9 percent) respondents were from 16-
20 years age group, majority of respondents 79 (77.90 percent) were from 21-25 years age group while 13 (12.5
percent) are from 26-30 years age group and only 7 (6.7 percent) respondents were from 31-35 years age group.
From the table 1, we can conclude that majority of respondents were belong to very young category i.e., 21-25 years
age group.
Table 1 Demographic profile of respondents

Categories Frequency Percentage

Male 57 55.88
Gender
Female 45 44.12
16-20 3 2.9
21-25 79 77.9
Age
26-30 13 12.5
31-35 7 6.7
Source: Author Source
In the table no.2, we try to identify the impact of social media marketing influence on buying behavior of
consumers’ by analyzing the responses given by the respondents. Here, we divide the entire sample size of 102
respondents into two categories as male and female. As shown in table 2, frequencies of responses provided by
male respondents are as 6 males were strongly disagreed while 7 males were disagreed, 7 males were neutral about
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the social media marketing influence on buying decision, 20 respondents were agreedwhere as 16 respondents were
strongly agreed that social media marketing have significantly affect the consumers’ buying behavior. During
analysis of females’ responses, we analyzed that only 6 females were strongly disagreed, 8 females were disagreed,
10 females were neutral about the social media marketing influence on buying decision while 15 females were
agreed and 7 females were strongly agreed that social media marketing have significantly affect the consumers’
buying behavior.
Table 2 influence of social media marketing on consumers’ buying behaviour based on gender.
Social Media marketing influence your buying decisions
Total
Strongly disagree Disagree Neutral Agree Strongly agree
Count 6 7 7 20 16 56
male Expected
6.6 8.2 12.1 17.6 11.5 56
Gen Count
der Count 6 8 10 15 7 46
femal
e Expected
5.4 6.8 9.9 14.4 9.5 46
Count
Count 12 15 17 35 23 102
Total Expected
12 15 17 35 23 102
Count

As shown in table 3, Chi-Square test statistics of 9.852 (Significance value 0.063 > 0.05) indicates that there is no
significant difference in the perception about influence of social media marketing on consumers’ buying behaviour
based on gender. Hence, we can say that null hypothesis is true.
Table 3 Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 9.852a 4 0.063
Likelihood Ratio 10.142 4 0.038
Linear-by-Linear Association 4.55 1 0.033
N of Valid Cases 102
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 5.41.

Table no. 4 helps in identifying the influence of social media marketing on consumers’ buying behaviorby
analyzing the responses given by the respondents. Here, we divide the entire sample size of 102 respondents into
three categories as graduation, post-graduation and doctorate. As shown in table 4, frequencies of responses
provided by graduate candidates are as only 2 candidates were strongly disagreed, 5 candidates were disagreed, 5
candidates were neutral about the social media marketing influence on buying decision while 6 candidates were
agreed and 4 candidates were strongly agreed that social media marketing have significantly affect the consumers’
buying behavior. Frequencies of responses provided by post-graduate candidates are as 10 candidates were strongly
disagreed, 9 candidates were disagreed, 17 candidates were neutral about the social media marketing influence on
buying decision while 26 candidates were agreed and 15 candidates were strongly agreed that social media
marketing have significantly affect the consumers’ buying behavior. From entire sample size of 102 respondents,
only 3 candidates who has educational level as doctorate in which only 1 candidate responded as disagreed while
remaining 2 candidates were strongly agreed that social media marketing have significantly affect the consumers’
buying behavior.

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Table 4 Influence of social media marketing on consumers’ buying behaviour based on education level.
Crosstab
Social Media influence your buying decisions
Strongly Strongly
disagree Disagree Neutral Agree agree Total
Graduation Count 2 5 5 6 4 22
Expected
2.6 3.2 4.7 6.9 4.5 22
Count
Post- Count 10 9 17 26 15 77
Educational-level Graduation Expected
9.1 11.3 16.6 24.2 15.9 77
Count
Doctorate Count 0 1 0 0 2 3
Expected
.4 .4 .6 .9 .6 3
Count
Total Count 12 15 22 32 21 102
Expected
12 15 22 32 21 102
Count

As shown in table 5, Chi-Square test statistics of 7.803 (Significance value 0.453 > 0.05) indicates that there is no
significant difference in the perception about influence of social media marketing on consumers’ buying behaviour
based on educational level. Hence, we can say that null hypothesis is true.
Table 5 Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 7.803a 8 .453
Likelihood Ratio 8.308 8 .404
Linear-by-Linear
.576 1 .448
Association
N of Valid Cases 102
a. 9 cells (60.0%) have expected count less than 5. The minimum expected count is .35.

FINDING AND CONCLUSIONS

The objective of this study was to measure the impact of social media marketing on consumers’ buying behavior
based on demographic variables. To attain this objective, initially we formulated two hypotheses. These hypotheses
were as (H0)1 there is no significant difference in the perception about influence of social media marketing on
consumers’ buying behaviour based on gender and (H 0)2 there is no significant difference in the perception about
influence of social media marketing on consumers’ buying behaviour based on education level. On the basis of
responses received from respondents of this study, we interpret that there is no significant difference between the
perception of males and females’ respondentsabout the impact of social media marketing on their buying behavior.
Both males and females buying behavior are almost equally influenced by social media marketing. Similarly, there
are no significant difference on the basis of educational level of respondents about the impact of social media
marketing on consumers’ buying behavior. Another finding of this study is from table 1 (demographic profile of
respondents) shows that there are approximate 77.90 precent candidates were from age group 21-25 years. It means
this age group use more social media as tool to get information about different product and services. So it is
implication for marketers, they can target this age group in more effective and efficient way as compared to others
age groups.
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 ABOUT THE EDITORS

Dr. Jagdeep Singla is presently employed as Associate Professor in Institute of Management Studies and Research, Maharshi
Dayanand University. He is post graduate in Master of Business Administration from Kurukshetra University. He has more
than 25 years teaching and industry experience subsequent to completion of his post graduation .During his academic career
so far, he has authored several books in different areas such as Operations Management, Operations and Supply Chain
Management, Brand Management, etc. which forms part of course curriculum of M.D. University He has plenty of research
papers/articles to his credit published in national and international journals of repute. He did his Ph.D. on the topic entitled,
“Strategies of Competitive Advantage: A study of Two Wheeler industry in India”. He has been keynote speaker and session
co chair in international and National conferences. He has supervised 8 Ph.ds. His area of Specialization are: productions and
operations management, supply chain management, Marketing Management and Brand Management.

Dr. Kuldeep Chaudhary is an Assistant Professor in Institute of Management Studies and Research, Maharshi Dayanand
University since twelve years. Prior to present assignment, he worked in corporate sector for 3 years and taken up teaching
assignments in many reputed educational institutions like DAV College, Kurukshetra University and Maharshi
Markandeshwar University for a period of 5 years. He earned his master's degree and Doctor of Philosophy in Management
from Kurukshetra University. His area of interest in teaching and Research include Digital Marketing, Brand Management,
Integrated Marketing Communication and Service Marketing. Apart from writing a book on Brand Management, he has
authored sixteen research papers and articles. Also, he has presented thirty one research papers in various National and
international Seminars and Conferences.

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