PROJECT REPORT ON

“A STUDY ON CONSUMER PERCEPTION AND SATISFACTION

REGARDING DIGITAL MARKETING ’’
A Summer Project Report submitted in partial
Fulfillment of the requirements for the Degree of
MASTER OF BUSINESS ADMINISTRATION

Under

Assam Science and Technology University

Session 2020-22

Prepared by 

Manashi das

Roll No. -200320013022

Reg. No. – 253503220 of 2020-2021 

Guided by 

Md. Faruk Ahmed 

Department of Business Administration 

GIRIJANANDA CHOWDHURY INSTITUTE OF MANAGEMENT AND

TECHNOLOGY
AZARA, GUWAHATI- 781017 

January 2022
 DECLARATION

I, Manashi DAS , Roll No 200320013022, an MBA student of

Girijananda Chowdhury Institute of Management and Technology
(GIMT), Azara hereby declare that the Summer Project Report
entitled “A CONSUMER PERCEPTION AND SATISFACTION
REGARDING DIGITAL MARKETING” is a bona fide project work
undertaken by me during the period of 4 months as partial fulfillment
of the requirements for the Degree of Master of Business
Administration (MBA) of Assam Science and Technology
University.
Further, the same Project Report has not been submitted by me
elsewhere for the award of any Degree, Diploma or other
qualification.

Date:- Manashi Das

Place:-
 ACKNOWLEDGEMENT 

The internship opportunity I had was a great chance for learning and
professional development. Therefore I consider myself fortunate
enough as I was provided with an opportunity to be a part of it. I am
also grateful for having a chance to meet so many wonderful people
and professionals who led me through this internship period.
At first I would like to thanks to Dr. Nilanjana Deb, HOD, Business
Administration Branch who allowed me to this project.
I express my deepest thanks to my academic and organization project
guide Md. Faruk Ahmed for helping me in carrying out decisions and
giving necessary advices and guidance’s which are extremely
valuable for my study both theoretically and practically.
I perceive as this opportunity as a big milestone in my career
development. I will strive to use gained skills and knowledge in the
best possible way, and I will continue to work on their improvement, in
order to attain desired career objectives. 

Place: Guwahati Sincerely,

Date: Manashi Das

PREFACE
As a part of the MBA curriculum and in order to gain practical
knowledge in the field of management, we are required to make a report
on “Consumer perception and satisfaction regarding Digital Marketing”.

The project titled, Consumer perception and satisfaction Regarding

Digital Marketing, aims to find out the behaviour of consumers for online
transaction towards the digital media.

In today’s technology driven world, a new fast paced online economy is

emerging. In the near future, it wouldn’t be surprising to see that there are
companies that exist only inside computer networks. Most business
transaction will be made electronically, directly from the product to the
consumer, bypassing the supply chain.

Doing this project report helped me to enhance my knowledge regarding

the factors that influence consumer preference in digital marketing .

EXECUTIVE SUMMARY

Title of the project “A study on consumer perception and satisfaction

Regarding Digital Marketing”
Name of the Girijananda chowdhury Institute of Management
Institute and Technology, Azara,
Guwahati

Institutional Md. Faruk Ahmed

guide

Location of In local area of our own Resident

the study

Duration of 4 months
The study

Objectives 1. To study the consumer perception regarding

Of the study Digital media .
2. To know the effectiveness of Digital marketing
3. To find out the satisfaction level of consumer’s
On Digital Marketing.

Research Primary data

Methodology

Limitation Of the
study Many small practical aspects of E-commerce
could not be covered due to collection of limited
primary data.

Research Ms office-word
Instruments
Introduction
The fastest growing media outlet for advertising is the Internet. Compared
to spending in other media, the rate of spending for Internet advertising is
experiencing tremendous growth. However, total spending
for Internet advertising remains relatively small compared to other media.
Yet , while Internet advertising is still a small player, its influence continues
to expand every year major marketers shift a larger portion of their
promotional budget to this medium. Two key reasons for this shift rest with
the Internet’s ability to :
1 ) narrowly target an advertising message and
2 ) track user response to the advertiser’s message.
The Internet offers many advertising options with messages delivered
through websites or by email.
Handheld devices, such as cell phones, Personal Digital Assistants (PDAs)
and other wireless devices make up the growing mobile device market. Such
devices allow customers to stay informed, gather information and
communicate with others without being tied to a physical location .while the
mobile device market is only beginning to become a viable advertising
medium, it may soon offer significant opportunity for marketers to reach
customers at anytime and any place.

Also, with geographic positioning features included in newer mobile

devices, the medium has the potential to provide marketers with the ability
to target customers based on their geographic location. Currently, the most
popular advertising delivery method to mobile devices is through plain text
messaging, however, over the next few years multimedia advertisements are
expected to become the dominant message format.

Digital marketing plays a significant role in today’s highly competitive

world. Companies, personalities, even voluntary or religious organizations,
use it in some form such as Event management, Image management,
Internet marketing, etc. either to promote a product or point of view.

Specifically, marketers will study consumer behaviour in an attempt to

understand the many factors that lead to an impact purchase decisions.
Those who develop digital marketing strategies begin by identifying
relevant markets and then analyze the relationship between target consumers
and the product/service or brand. Often, in an attempt to gain insights,
marketers employ techniques borrowed from other disciplines.

India has indeed joined the digital marketing league. There is a vast middle
class market numbering as much as 250 million today. The American
business week magazine, said in April, 2008, that there were 8% rich Indian
having incomes higher than an average American. Even time magazine
focused on it in a cover features, “Consumer Boom”. If the consumer,
exposed to the advertisement, keeps at the back of his mind or if in the case
of non-durable makes a trial purchase and is satisfied, it may result in
putting the brand among the most – favored once in his, evoked set, as
stated in the “Howard-Sheth model”. Thus, there is a positive perception to
advertisements of new brands as well as to remainders advertisements of
older brands. How the consumer makes use of this advertising
communication provided by the marketer is a matter in the preview of
consumer behaviour. Marketing people consider that, advertising is effective
promoting the sales of a company’s product and services. However , the
relationship between advertising and sales is rather indirect.

It is desirable that the marketer should also measure the effectiveness of

digital marketing, and in the face of results, obtained make qualitative
changes in his marketing programs. The appraisal of marketing programs
should result in the business becoming economically viable. But, the degree
of its effectiveness vis-à-vis the amount spent on digital marketing cannot
be measured directly as put rather helplessly by Wanamaker . The potential
buyers make the buying decisions not only due to the digital marketing they
see but also due to many other economic and social factors. The
effectiveness of digital marketing is a function of several variables. The
problem is that the organization cannot measure the impact of one variable
alone.

Since digital marketing is widely accepted as a significant marketing

strategy, it is necessary to design digital advertisements in new forms and
formats to make them more effective and accessible through popular media
like e-mails, advertisements through social sites like Facebook. Thus the
subject of digital marketing is put to research from different angles is
evidenced by the literature review. This research study adds new insightful
inputs to the promotional strategies of marketing through digital sources.

SIGNIFICANCE OF THE STUDY

At any given time there are millions of people online and each of them is a
potential customer for a company providing online sales . Due to the rapid
development of the technologies surrounding the Internet, a company that is
interested in selling products from its web site will constantly has to search
for an edge in the fierce competition. Since there so many potential
customers, it is of the most importance to be able to understand what the
consumer wants and needs. The importance of analyzing and identifying
factors that influence the consumer when he or she decides to purchase on
the Internet is vital. Since the Internet is a new medium for there have been
new demands set by the consumer . That is why it is crucial for the online
retailers to know what influences the online consumer.

Analyzing consumer behaviour is not a new phenomenon . The renowned

marketing expert Philip kotler has published several works on the topic of
consumer behaviour theories. These theories have been used for many years
not only to understand the consumer perception , but also create a consumer
satisfaction regarding the marketing strategy that will attract the consumer
efficiently. Hence, understanding and identifying the consumer is closely
related to the directions a company will take with their marketing strategy.
These theories can also be applied to identify the online consumer and to
create certain consumer segment. However, some distinctions must still be
made when considering traditional consumer perception or satisfaction and
online consumer perception or satisfaction.
OBJECTIVES OF THE STUDY
* To study the consumer perception regarding Digital
Marketing .

* To know the effectiveness of Digital Marketing.

* To find out the satisfaction level of consumers on Digital

Marketing.

SCOPE OF THE STUDY

In depth study can be made of the small sections covered

in this study. Further research could be carried out on how
to develop more effective and efficient Digital Marketing
analytics for E-commerce sector.
This study aims at studying client servicing and
business development process. It is a continuous process
which are important that their level.
This study helps me to get the reality check of a
market where actual comparison between the classroom
knowledge and the real situation can be done. It helps me
to understand and know how to deal with different kinds of
customers or a clients and how to make an impressive
online campaigns.

LIMITATIONS OF THE STUDY

Every project has some limitations and like wish I too

faced some problem or limitations while completion of the
project.
The limitations of the research carried out were:---

 Since most of the information carried out using

secondary data all the limitations applicable to
secondary data are applicable to this study.
 Many small practical aspects of E-commerce could
not be covered due to collection of limited primary
data.
 The project includes only those theory aspects
which are very essential for understanding the art
of Digital Marketing analytics very well.
  The information provided by majority of the
respondents could also be biased or inaccurate. No
independent verification of the data was possible.
 Time is one major constraint, which limits the
effective data collection.
 Reliability and accuracy of the analysis depends on
the respondent’s openness and trueness towards
each question in the questionnaire.

LITERATURE REVIEW
1. Fred R. Ricker and Ravi Kalakota (1999) in their analysis
called "Order fulfilment: the hidden key to e-commerce success
stated that the internet offers a wealth of new corporation
opportunities for start-ups and conventional companies alike.
Yet while everyone wants a piece of the e-commerce action, not
everyone has laid the necessary groundwork for success. One of
the as a rule regularly overlooked fundamentals is tidiness
fulfilment and distribution. Succeeding in the e-commerce era is
fragmentation as much about crafty and executing these
"blocking and tackling" functions as it is about the hottest
technology. [ CITATION ric99 \| 16393]

2. 11 Namchul Shin (2001) in their study called "Strategies for

competitive advantage in electronic commerce" states that e-
commerce shifts their focus from building a customer base to
increasing revenue profitability, they should re-evaluate their
current business strategies. and develop strategies that provide
a clear path to profitability. And this study used McCarthy's
four marketing mix model and Porter's five competitive model
to identify strategies for internet companies that respond to the
five competitive forces and thereby achieve a competitive
advantage. This study also provides significant new insights into
 the development and implementation of e-business strategies
that contribute to increased profit. It also provides e-business
managers with a framework to help them systematically analyse
and develop successful strategies to address the problems of
doing business online. [CITATION shi01 \| 16393]

3. Stuart J. Barnes and Richard T. Vidgen (2002) in their study

called "An integrative approach to the assessment of e-commerce
quality" states that a key challenge for e commerce organizations
to understand customer requirements and develop their web
presence and back-office operations accordingly. An organization
with a web site is difficult to use and interact with all project a
poor image on the internet and weaken the organization's position.
Therefore it is important that an organization is able to make an
assessment of the industry. By doing so organizations can improve
their offerings over time and benchmark against competitors and
best practice in any industry. This article used statistical methods
for data analyzation. This study used WebQual method for
assessing the quality of an organization's e-commerce offering.
[CITATION bar02 | 16393]

4. Rajiv Vaidyanathan and Praveen Aggarwal (2002) in their

study called "the impact of shopping agents on small business e-
commerce strategy" provides small business owners with
introduction to intelligent shopping agents, present examples of
how that agents helps customers at various stages of decision-
making process, discusses the issues that small businesses need to
address regarding agents, and offers recommendations for small
businesses agent usage. As compared to shopping in a traditional
brick and mortar setting. Online shopping has some unique
advantages and disadvantages. One of the most prominent
disadvantages to consumers shopping on the internet is that they
cannot see or feel the product or interact face-to-face with a
salesperson. This study concludes it would be short sighted to base
online marketing strategy on the current state-of-the-art of
shopping agents. [ CITATION vai02 | 16393]
5. Kuo-chung Chang, Joyce Jackson and Varun Grover (2003) in
their study called E commerce and corporate strategy: an
executive perspective" states that the coming out of e-commerce is
creating fundamental changes to the means that subject is
conducted. These changes are shifting the method in which every
enterprise acquires wealth and creates shareholder value. The
numberless of haunting computing and communications
technology enabling e-commerce permit organizations to
restructure their topic processes, enhance buyer ceremony and
submit digital products and services. This review is required to
examine how the leaders of fixed companies view the climb of the
e-commerce age. From this study, we concluded that the e-
commerce sell break is seen as hopeful and that it can make
helpful recital implications if it is reflected in corporate strategy.
This conclusion is interesting in light of the recent numerous dot-
com failures and suggests that e-commerce must be given priority
in corporate strategy. In contrast, if e-commerce is not adopted
and integrated at the top, firms may not acquire the correct means
in contract to design the exclusive capabilities. needed to compete
in the virtual market. [CITATION cha03 \ 16393]

[Link] D. Pires and Janet Aisbett (2003) in their study called

"The relationship between technology adoption and strategy in
business-to-business markets: the case of e commerce" states that
the business-to-business markets own less partners, more rapidly
buyer-supplier relationships, recovered technology and change for
better in rank switch over than responsibility to consumer
markets. Not surprisingly, they develop the leading swelling sector
in e-commerce and earn anywhere over 80% of the e-commerce
revenue. This study concluded that the advantages and
disadvantages of the adoption by business-to business market
participants of e-commerce identified multidimensional
implications for a variety of facets of business activity. Because e-
commerce has the possible amendment to the competitive
environment. Every participant in the commercial promotion is
liable to be artificial by e-commerce, regardless of whether they
are practical about adoption or not. [CITATION pir03 | 1033]
7. William H. DE Lone and Ephraim R. McLean (2004) in their
analysis called i "Measuring e-commerce success; applying the DE
Lone and McLean information systems success model" states that
e-commerce as the use of the internet to facilitate, execute and
process business transactions. Business transactions involve a
buyer and seller and the exchange of goods or services for money.
This model provides a comprehensive framework for measuring
the performance of information systems. This updated model
consists of six interrelated dimensions of information systems
success: system quality, information quality. service quality, use,
user satisfaction and net benefits. [ CITATION del04 | 16393]

8. Darren Filson (April 2004) in their analysis stated that to

estimate "the impact of e-commerce strategies on firm value:
lessons from [Link] and its early competitors". This
article applies event study methodology to analyse strategies
announced by the leading internet retailer [Link] and
three of its early competitors, [Link]. CDNOW,
and N2K, from their IPO dates until exit or the end of 2001. The
article focuses on six types of strategies that are of particular
interest in the e-commerce environment: (1) promotional
activities, (2) offline customer service centre and distribution
centre expansion, (3) pricing, (4) product line expansion. (5)
Service improvement, and (6) foreign expansion. [CITATION
F104 | 16393]

9. Malini Krishnamurthi (2004) in their study called "the role of

data warehousing in the infrastructure of e-commerce" stated
that the internet is referred to as electronic commerce or e-
commerce. There are many variations among the vendors who
rely on the internet to do business. These variations are business
to customer (b2c), business to business (b2b), it also states that a
data warehouse is a repository of data that can be analysed to
gain a better knowledge about the "goings on" in a company.
This article is present the success of [Link] in the
business to customer sector e-commerce and the success of
Walmart as the business to business sector of e-commerce.
[ CITATION kri04 I 16393]

10. Anindya Ghose and Arun Sundarajan (2006) in their study

called "Evaluating pricing strategy using e-commerce data:
evidence and estimation challenges" its states that the
optimality of price discrimination in the software industry using
a large e-commerce panel data set gathered from [Link]
it describes the key parameters that relate to demand and cost
that must be reliably estimated to accomplish this research
successfully, and outline this approach to estimate these
parameters. The aim of this study is to outline analysing the
optimality of pricing strategy of software firms using e-
commerce panel data. This study is based on secondary data
resource collection.[ CITATION gho06 \| 16393]

11. Padmanabh. B (2013) is a study called "[Link]'s

strategy on [Link]'s entry into India: a case study" states
that the e-commerce space in India has seen a lot of action and
there are many online players like [Link], [Link],
Fabmart, and Indiatimes Shopping. An objective here is to
build basic awareness about online shopping. apart from
reinforcing the benefit of trust and reliability. And it also states
that the growing Indian e-commerce industry has started
spending large money on mass media advertising as they want
to expand to a broader consumer base than they are at present.
[ CITATION pad13\ 16393]

12. Eleonora Morganti, Saskia Seidel, Corinne Blanquart,

Laetitia Dablanc and Barbara Lenz (2014) in their study called
"The impact of e-commerce on final deliveries: alternative
perceI delivery services in France and Germany'' stated to
compare the alternativeness to home delivery that have been
developed by French and German parcel delivery operators
which developed pick-up points in stores and automated locker
networks. It also includes: an analysis of the key drivers of the
development of the two emblematic delivery services, with
reference to the strategies of service providers and e-commerce
firms as well as consumer preferences. Its analysis focuses on
alternative delivery services, automated parcels stations and
pick-up points, which provide two ways of reducing the
fragmentation of final deliveries in the B2C sectors, thereby
helping to reduce the congestion and environmental pollution
generated by urban freight trips. [ CITATION mor14 || 16393]

13. Sonam Rawat and Rajiv Divekar (2014) in their study

called "Developing a social media presence strategy for an e-
commerce business" states that choosing the authentic channels
to catch customers for party media marketing of Yesgrid's e-
commerce partnership by certain transparent sites like
Facebook and WordPress for addict statistics. Competitive
intelligence by analysing top five competitors on social web. In
order to gain more viewers, promote a few products, and new
technologies via these mediums. This analysis states that the
promotion of social media presence for the organization
ensured the much-needed awareness among the customers and
will observe on giving the benefits if the article pages and social
pages are handled as per customer's responses and feedbacks.
This analysis also suggests that websites use social pages for
awareness instead of paid services as it gives more authentic
results, and make use of word press. Facebook, twitter, etc to
promote offerings and products. [CITATION raw14 \| 16393]

14. P. Phani Bhaskar and D. Prasanna Kumar (2017) in their

analysis called "A study on factors influence towards e-
commerce" stated that the factors influence customers to e-
commerce. It states that technology is opening up a world of
possibilities previously unavailable to both markets and
customers and also options and reach are hugely enhanced by
international e-commerce. This study states latest developments
strategies for digital marketing features such as segmentations,
influencer marketing, online behavioural advertising,
collaborative environment. remarketing, and game advertising.
I CITATION bhs17\/ 16393]

15. Irina V. Onyushev & Tanatthon Seenalasataporn (Feb 2018)

in their study titled "Strategic analysis of global e-commerce
and diversification technology: the case of [Link] Inc.,
considered that the strategic issue of the [Link]
development. Presenting in detail the strategic analysis of the
external business environment of this company in its current
situation, suggesting also the alternative strategy for the future.
That is why strategy is supposed to combine critical thinking
with exploratory analysis and detailed investigation. Thus, the
company will have to broaden its development strategy in every
single business area, specifying more clearer the direction in
which Amazon is planning to maintain its competitive
advantages so that only to survive and but also keep its leading
market position.[ CITATION ony18 /|16393]

16. Samrat Bhardwaj (Oct 2019) in their analysis called "The

Engineering Behind A Successful Supply Chain Management
Strategy: An Insight Into [Link]" highlight that the
pivotal role SCM plays in any e-commerce retailing activity and
also depict the way in which [Link] proper utilized this
concept for its grand success ever since its inception and act as a
market ruler. The data collected for this study is basically
secondary nature. E Commerce is a modern form of business,
which addresses the needs of business organizations. vendors
and customers at reduced cost, faster delivery and better
quality. It aims at buying and selling of products and services in
an electronic marketplace. It helps in paperless exchange of
business-related information in a much convenient manner.
( CITATION bhr19 \ 16393]

17. Anitha K. M. (2019) in their study called "customer's

satisfaction in online shopping through [Link]: a study
with special reference to Ottapalam municipality" it's about the
customer satisfaction towards online shopping will help to
analyse the customer's needs and wants, their expectancy level
through online shopping. The objective of this study is customer
satisfaction toward online shopping with reference to
[Link]. This study is based on primary data collected
source. This study as also states that the Amazon is not
individual common in the promote humanity but in addition
fashionable in technological World.[ CITATION ani19 16393]

18. Robert Stefko. Radovan Bacik. Richard Fedorko, Maria

Olearova and Martin Rigelsky (2019) in their study called
"Analysis of consumer preferences related to the use of digital
devices in the e-commerce dimension" stated that the
implications particularly for business. entities, because
knowledge of options that digital technology conceals lead to the
right set of strategies and will follow the effective achievement
of business aims. The objective of this study is that gender
differences in the application of digital diplomacy are
statistically considerable as fill fall for goods online, and also
identify customers preferences related to use of digital devices
when searching for product information as well as the online
buying process due to gender differences. This study used
appropriate method of data analysis.I CITATION ste19\/
16393]

19. Yutong Shao (2019) is a study called "Discuss the

similarities and differences of Amazon and Alibaba with respect
to cross border e-commerce" states that the similarities and
differences in cross-border e-commerce between Amazon and
Alibaba. They both have their own shopping platform for global
customers and the reasons for Alibaba and Amazon choosing
their target market are similar. But they have differences in
their marketing strategies, delivery methods and payment
system. [ CITATION sha19 | 16393]

20. Volodymyr S. Symakov (2019) This article is called

"features of world experience in the management of e-
commerce enterprises as subjects of innovative
entrepreneurship". This article purpose is to analyse the
features of the world experience in the management of
ecommerce enterprises as subjects of innovative
entrepreneurship and study their content. The methodology
used in this study is generalizations, comparisons and
systematic methods. The objective of this article is to analyse the
features of world experience in the management of e-commerce
enterprises as subjects of innovative entrepreneurship and
study their content. [CITATION sym19 | 16393]

21. [Link] & Dr. C. Vethirajan (Feb 2020) in their

study titled "a study on digital marketing a case study with
special reference to [Link] analyses that how:
[Link] has bought in an array digital and online
marketing strategies to succeed and make it big in the digital
marketing sector. This case also discusses how Amazon has had
huge success in the online marketing sector as they brought in
new insight into the digital marketing field. Digital marketing is
a broad term that refers to various and different promotional
techniques deployed to reach customers via digital technologies.
Its objective is engaging customers and allowing them to
interact with the brand through servicing and delivery of digital
media. [CITATION cha20 \| 16393]

22. Dr. Milind A Marathe and Mr. Gaurav Gawade (2020) in

their analysis called "literature review on customer perception
about online shopping with reference to Amazon in India"
stated that the quantity of internet users is greater than ever
every day and this amplified swelling has bent opportunities for
comprehensive and regional e-commerce. This comes to be
anticipated to accomplish 445 million users in 2020. Amazon
([Link]) is the world's leading online retailer. This study
concluded that technological innovation, alongside the digital
revolution, has forced the enterprises and companies globally to
reform their trade strategies to grab the opportunities. The
objective of this study is that it should contribute to the better
understanding of the areas that affect consumers perception,
which in turn will guide consumers to experience hassle free
online purchasing.[ CITATION ama20 \| 16393]

23. Mr. Shashank Ajoy Singh, Dr. Binod Sinha and Dr. Vimal
Bhatt (2020) in their study called "A study of consumer
preference towards e-commerce retailers with reference to top e
commerce company states that online shopping in India has a
very bright future, with internet use, customers can shop with
simple and safe payment options anywhere, anything and at any
time. As well as online retailers, consumers can make
comparison shopping between items. This study used secondary
data collection analysis. Objective of this study is to evaluate
categories of products that consumers favour, to analyse the
problem faced by the customers towards selected e-commerce,
review of the different payment and distribution methods that
consumers favour. study the satisfaction level of customers
towards selected e-commerce, and to find out the usage level of
e-commerce by customers towards Flipkart and Amazon. |
CITATION sin20 \I 16393]

24. Ajayi Olalekan Ezekiel (2021) in their study called

"marketing strategies: from door to door to evangelism to e-
commerce, and m-commerce marketing" states that digital
marketing. has contributed to the total marketplace through the
custom of internet providers as base to their focal business. The
internet arose as a new method of load communication. The
internet differs from other forms of pile media letter in that it is
a low-cost two-way consultation middling that allows live in on
equal sides of the message control to speak with one another.
And also concludes that in today's dynamic, fast-changing, and
intense overall competitive environment, bigger international
and regional competitions exhibit led firms to establish how to
build or sustain a competitive help through marketing
strategies.[ CITATION eze21 | 16393]

25. Adel A. Alyoubi in his analysis called "E-commerce in

developing countries and how to develop them during the
introduction of modern systems" states that e-commerce is the
electronic process by which individuals or organizations, such
as buy, sell, transfer, or exchange products, services and
information. This study aims to understand the various reasons
for this, as well as the potential impact of e-commerce
technology for developing countries. This study also concluded
that the argument most commonly stated against free trade and
liberal markets is that these worsen the gap between developed
and developing nations. The rapid proliferation of the internet
gave rise to the concept and practice of electronic commerce,
which has become a common phenomenon in today world.
[ CITATION aly15 | 16393]
26. Achmad Nizar Hidayanto, Mutia Ovirza, Pinkie Anggia,
Nur Fitriah Ayuning Budi and Kongkiti Phusavat in their study
called "The role of electronic word of mouth and information
searching in the promotion of a new e-commerce strategy: a
case of online group buying in Indonesia" states that the
internet represents an in a row technology event that has had a
noteworthy bearing on mutually guild and different aspects of
contemporary person life, as well as communication, business,
environment, and shared behaviour. In addition to serving as a
source of information, the internet has become a popular
channel for conducting business. This study adopted a
quantitative approach that relies on numerical data. This study
concluded that an analysis to determine the influence of
electronic word of mouth and information searching on
customers' perceived value and trust in relation to their
intention to engage in online group buying. [CITATION hid17 |
1033]

27 Elya Kurniawati and Adi Setyawan in their study called "the

role of Indonesian micro, small, and medium enterprises owners
in choosing e-commerce strategy in the global market" stated
that the global market is an inevitable reality that must be faced
by all countries including Indonesia. Prompt progress prompts
every country and occupational community to be proficient to
compete in achieving success, plus micro, minute and mode
enterprises (MSMES). In Indonesia, MSMEs are one of the
chief and strategic concern sectors that canister hold out the
Indonesian financial catastrophe in 1998 and the macro
catastrophe in 2008. The ever-increasing numeral of MSME
entrepreneurs after the 1998 catastrophe reinforce individual
facts, uniform until 2012 MSME was adept to absorb 85 million
to 170 million employees. This analysis concluded that the e-
commerce system facilitates every transaction, but MSMEs in
rising countries facade thorny challenges. [ CITATION kur18 |
16393]
Conclusion: The purpose of this qualitative multiple case study was
to explore the strategies that Amazon uses to adopt e-commerce to
market products. The objective of this literature review was to
explore relevant in-depth information to help answer the overarching
research question. What strategy do amazon use to adopt e-
commerce to market products? In academic research. A literature
review provides research with an understanding of previous studies
and the opportunities for further research. For this study I
conducted a resource search using electronic databases such as
emerald management journals, google scholar. I used the following
keywords to search: e-commerce, e-commerce adoption, strategies, e-
commerce barriers, e-commerce strategies, e-commerce in amazón,
e-commerce strategies used in amazon.

RESEARCH METHODOLOGY
Research design
Research design refers to the framework of market research methods and
techniques that are chosen by a researcher. The design that are chosen by
the researcher allow them to utilize the methods that are suitable for the
study and to set up their studies successfully in the future as well.

The Descriptive Research Design is used for analyzing and

studying the process of Business Development. It is very simple & more
specific than explanatory study.

SOURCES OF DATA
Primary Data: - It is a firsthand data which is collected by you only. The
different way of collecting primary data is a personal interview,
questionnaire, survey etc. As well as the questionnaire has been used in
this study for collecting primary data.
Secondary Data: - Secondary Data is collected from already existing
sources in various organization brochures & records. Secondary data for
the study were collected from the magazines, websites & other previous
studies.
To meet the objectives , the study used qualitative research. The
descriptive study was done through review of existing literature that
helped in validation and extraction of the important variables and factors.
I used the primary data collection about my project report on “Digital
Marketing – Issues & challenges”.

Sample size
It refers to the number of elements of the population to sample. The
size chosen for the survey is 50 people.

Sampling
Collecting data about each and every unit of the population is called
census method. The approach, where only a few units of population under
study are considered for analysis is called sampling method. There are
two main categories under which various sampling method can be put.
The two categories are
1. Probability sampling
2. Non-probability sampling
The sampling method adopted for the study is convenient sampling under
non-probability sampling.

Non-probability sampling:
In non-probability sampling, the chance of any particular unit in the
population being selected is unknown, since randomness is not involved
in the selection process. But this does not mean that the findings obtained
from non-probability sampling are of questionable value. If properly
conducted their findings can be accurate as those obtained from
probability sampling. The three frequencies used non-probability designs
are
1. Judgment sampling
2. Convenience sampling
3. Quota sampling

Convenience sampling
In this method, the sample units are chosen primarily on the basis of the
convenience to the investigator. The units selected may be each person who comes
across the investigator.