Project Report

Understanding Customer Purchase Behavior Through Data Analytics and

Degital marketing: A Study at [Statskew]”
A Summer Training Report submitted to the MRSPTU

in partial fulfilment of the requirements for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

Gurveer kaur

Reg. No.2491023

UNIVERSITY ROLL NO:- 240600341

(Assistant Professor)

Mrs. Ekta Narula

University Business School

Maharaja Ranjit Singh Punjab Technical University, Dabwali Road,

Bathinda -151001 Punjab (India)

(July 2025)
 DECLARATION

I hereby declare that the project titled “Understanding Customer Purchase Behavior
Through Data Analytics and Degital marketing: A Study at [Statskew]” an original piece
of research work carried out under the guidance of supervisor the information has been
collected from genuine & Authentic sources.

The work has been submitted in partial fulfillment of the requirement of MBA (Batch
2024-2026) of Baba Farid College of Engineering & Technology.

Gurveer kaur
 Acknowledgement

I would like to express my heartfelt gratitude to all those who supported me throughout the
completion of this project titled "Predicting Customer Purchase Behaviour: A Data Analytics
Approach at Statskew."

First and foremost, I am deeply thankful to my college and the Department of Management for
providing me with this valuable opportunity to undertake this project as part of my academic
curriculum.

I extend my sincere thanks to my project guide, [Guide's Name], for their continuous guidance,
encouragement, and insightful feedback during the course of the project. Their expertise and
support were instrumental in shaping the direction and outcome of my research.

I would also like to thank the entire team at Statskew, especially the data analytics department,
for giving me the platform to explore real-world business data and for sharing valuable insights
that enriched my understanding of customer behaviour analytics.

My heartfelt appreciation also goes to my faculty members, friends, and family who provided
constant motivation and moral support throughout this journey.

This project has been a significant learning experience, and I am truly grateful for all the
contributions that made it successful.

Gurveer kaur

MBA [2024-26]

[Baba Farid college of engineering and technology, Bathinda]

[08/08/2025]
 Executive Summary

This project provides significant contributions at both organizational and Executive Summary

This project, titled "Predicting Customer Purchase Behaviour: A Data Analytics Approach at
Statskew", was carried out during an internship at Statskew, a data-driven organization
committed to transforming raw data into meaningful business insights. The aim of the project
is to explore how data analytics can be used to identify, analyze, and predict customer purchase
patterns, ultimately supporting strategic decision-making and enhancing business performance.

In today’s competitive business environment, understanding customer behavior is crucial for

building effective marketing strategies, optimizing sales efforts, and improving customer
engagement. Although many organizations collect vast amounts of customer data, they often
fail to extract actionable insights due to a lack of proper analytical frameworks. This project
addresses this gap by applying descriptive, analytical, and predictive techniques to real-world
customer data provided by Statskew.

The study was guided by the following key objectives:

i. To identify and understand the key factors that influence customer purchasing behavior.

ii. To segment customers based on transaction patterns and behavioral trends.

iii. To analyze the effectiveness of existing marketing strategies using customer data.

[Link] use predictive analytics to forecast future customer purchases.

v. To present insights through enhanced data visualizations and reports.

The research methodology involved both descriptive and analytical approaches. Data collection
was primarily based on secondary sources, including customer transaction logs, sales reports,
and CRM data. A sample size of approximately 100–150 customer records was analyzed using
tools such as Microsoft Excel, Power BI, and SPSS. In some cases, interviews with company
analysts were conducted to gain qualitative insights.

The scope of the study was intentionally limited to a specific region or branch of Statskew,
focusing on data from the last 6 to 12 months. This focused approach allowed for a deeper
understanding of customer behavior within a manageable dataset and time frame. The
internship duration was 6–8 weeks, during which the analysis and reporting were completed.
This project provides significant contributions at both organizational and academic levels. For
Statskew, the findings offer a clearer picture of customer preferences and purchasing trends,
allowing for improved targeting, retention, and strategy development. From an academic
standpoint, the project contributes to the broader understanding of how data analytics can
influence customer relationship management and business strategy.

However, the project has certain limitations. Access to sensitive or complete datasets was
restricted due to privacy concerns. The time-bound nature of the internship also limited the
depth of advanced predictive modeling and testing. Moreover, the findings may not be
generalizable to other branches or customer segments beyond the sample studied.

In conclusion, this project demonstrates how data analytics serves as a powerful tool to predict
customer behavior, enabling organizations like Statskew to make smarter, data-driven decisions.
With growing competition and customer expectations, such analytical capabilities are no longer
optional but essential for sustained business success.

ademic levels. For Statskew, the findings offer a clearer picture of customer preferences and
purchasing trends, allowing for improved targeting, retention, and strategy development. From
an academic standpoint, the project contributes to the broader understanding of how data
analytics can influence customer relationship management and business strategy.

However, the project has certain limitations. Access to sensitive or complete datasets was
restricted due to privacy concerns. The time-bound nature of the internship also limited the
depth of advanced predictive modeling and testing. Moreover, the findings may not be
generalizable to other branches or customer segments beyond the sample studied.

In conclusion, this project demonstrates how data analytics serves as a powerful tool to predict
customer behavior, enabling organizations like Statskew to make smarter, data-driven decisions.
With growing competition and customer expectations, such analytical capabilities are no longer
optional but essential for sustained business success.
 TABLE CONTENTS

Sr. Chapter name

no.

1. CHAPTER-1
INTRODUCTION

2 CHAPTER-2
RESEARCH METHODOLOGY

3. CHAPTER-3
DATA ANALYSIS AND INTERPRETATION

4. CHAPTER-4
FINDINGS, SUGGESTIONS &
CONCLUSION

5.
BIBLIOGRAPHY

6.
ANNEXURE
 Chapter-1

Introduction of company
i) Company History

StatSkew Techs was founded in 2022 in India as a tech-driven consultancy and training
company in the field of Data Analytics and Artificial Intelligence. The company emerged with the
goal of bridging the gap between raw business data and meaningful decision-making insights.

From its early days, StatSkew identified two key opportunities in the market:

1. A growing demand for data-driven business solutions.

2. A shortage of practical, hands-on learning opportunities for freshers and aspiring data
analysts.

With this dual focus, the company built its reputation by offering consulting services to
businesses and training programs for students, allowing them to work on real-time projects.
Over time, StatSkew expanded its offerings into freelancing services, academic project
assistance, and domain-specific data analytics consulting.

Despite being a relatively young company, StatSkew has already gained a presence on major
internship and job platforms such as Internshala, Glassdoor, and AmbitionBox, and continues to
attract interns and freelance professionals eager to enter the world of data science.

Its client and user base, although modest in scale, shows a promising direction—especially with
a strong emphasis on quality, mentorship, and project delivery.

ii) Mission and Vision of the Company

Mission Statement:

> “To enable individuals and businesses to make smarter, data-driven decisions by offering
affordable, accessible, and high-quality data analytics solutions and education.”

StatSkew’s mission revolves around:

Delivering intelligent analytics services tailored to business needs.

Mentoring students and freshers with industry-relevant tools and projects.

Helping organizations gain value from their raw or complex data using AI, ML, and predictive
tools.

Vision Statement:

To become a leading data analytics and education platform in India that empowers every
learner and business to thrive in a data-first world.”
The vision is:

To democratize the field of data analytics by making training and consulting more accessible to
everyone.

To create a platform where students and companies collaborate and learn.

To drive innovation through affordable and efficient analytics solutions.

Their broader philosophy is "Learn. Implement. Deliver.", which represents the three core pillars
of their approach.

iii) Types of Services Offered by StatSkew

StatSkew offers a unique combination of training, consulting, freelancing, and academic

support services. Here’s a breakdown:

a) Data Analytics Consulting

These services are aimed at businesses looking for data-driven growth:

Sales & Product Analytics: Analyzing historical sales data, forecasting trends, identifying
high/low-performing products, and suggesting strategic improvements.

Customer Analytics: Understanding customer behavior, segmenting audiences, predicting churn,

and conducting sentiment analysis.

Supply Chain Analytics: Inventory optimization, demand forecasting, delivery delay prediction,
and supplier performance evaluation.

Training includes tools like Flask, Python, Panda, Postman, Numpy, and Jupyter Notebook. They
also offer mini-courses, including an "Advanced Python" course.

b) Freelance Services

Businesses or students can hire StatSkew professionals on a project basis for:

Quick analytics projects

Visualization tasks (Power BI/Tableau)

Code development in Python or R

Data scraping, data cleaning, and reporting

Suitable for those who need support without permanent hiring.

c.) Academic & Research Project Help

Support for college students working on:

Final-year dissertations

Mini-projects in data science or ML

Research paper data analysis

Services include ensuring quality, originality (plagiarism-free), and deadline adherence.

iv) Market Position of StatSkew

StatSkew is still in its early growth stage but is building a niche in the education +
analytics consultancy hybrid market.

🔹 Key Market Indicators:

Employee Strength: Around 45–50 employees.

Client Base: Mostly small and medium-sized businesses, educational institutions, and
individual students.

Online Presence:

Listed on major internship portals like Internshala.

Reviewed on Glassdoor (3.3/5) and AmbitionBox (5.0/5).

Location: Likely headquartered in Gurgaon, Haryana, India.

 Chapter-2

Organzination structure of statskew

StatSkew, being a young and growing tech-consulting and training company, operates with a
functional organizational structure. This means that the company is divided into specialized
departments, each responsible for a specific set of activities.

Because the company is still small (estimated 48–50 employees), its structure is relatively flat,
which:

Reduces the number of management layers.

Promotes faster decision-making.

Encourages open communication between the leadership team and employees.

The structure is designed to support two main business priorities:

i.) Delivering high-quality analytics consulting to clients.

ii.) Providing industry-relevant training and internships to students and freshers.

Departments and Their Functions:-

i.) Leadership & Strategic Management

Headed by: Founder / CEO

Primary Functions:

Setting the company’s mission, vision, and growth strategy.

Building partnerships and business opportunities.

Allocating resources to departments.

Monitoring overall performance.

ii.)Operations & Project Management Department

Headed by: Operations Manager / COO

Primary Functions:Overseeing daily operations.

Coordinating between departments for project execution.

Ensuring client projects are delivered on time and within budget.

Managing workflow and internal process efficiency.

iii.) Data Analytics & Consulting Department

Headed by: Analytics Lead / Senior Data Analyst

Primary Functions:

Conducting Sales & Product Analytics (pricing, forecasting, performance evaluation).

Executing Customer Analytics (behavior modeling, churn prediction, sentiment analysis).

Implementing Supply Chain Analytics (inventory optimization, demand forecasting).

Presenting insights to clients in a clear, actionable format.

Collaborating with the training department for real-project learning.

iv.)Training & Internship Programs Department

Headed by: Training Coordinator / Learning & Development Manager

Primary Functions:

Designing and running internship programs in Data Analytics, Machine Learning, and Python
Development.

Creating industry-relevant project assignments for interns.

Mentoring students and evaluating their performance.

Conducting workshops, webinars, and skill development sessions.

Ensuring training materials are up-to-date with the latest technologies.

v.) Freelance Project Services Department

Headed by: Freelance Services Coordinator

Primary Functions:

Handling short-term client projects.

Assigning projects to in-house staff or verified freelancers.

Maintaining quality and timely delivery for freelance assignments.

Acting as a bridge between freelancers and clients.

vi.) Academic & Research Support Department

Headed by: Academic Project Supervisor

Primary Functions:

Assisting college students with final-year projects, dissertations, and research work.

Offering plagiarism-free and high-quality academic reports.

Providing statistical analysis, visualizations, and report writing support.

Guiding students through the use of analytics tools in academic research.

vii.) Administration, HR & Finance Department

Headed by: Admin/HR Officer

Primary Functions:

Recruitment, onboarding, and maintaining employee records.

Processing salaries, stipends, and payments.

Managing office facilities and resources.

Ensuring compliance with labor laws and financial regulations

 Hierarchy chart of statskew

Founder / Chief Executive Officer (CEO)

Chief Operating Officer (COO) / Operations Manager

┌───────────────────────────────────┐

▼ ▼

Data Analytics & Consulting Dept. Training & Internship Programs Dept.

│ │

Analytics Team (Analysts, ML Engineers) Trainers / Internship Mentors

│ │

▼ ▼

Freelance Project Services Dept. Academic & Research Support Dept.

│ │

Freelance Coordinators Academic Supervisors

│ │

▼ ▼

Administration, HR & Finance Dept. Support Staff

Observations About StatSkew’s Structure:-

Flat Management Layers: The CEO interacts directly with department heads, enabling fast
communication.

Multi-role Employees: In smaller startups like StatSkew, team members often handle multiple
responsibilities across departments.

Project-Centric Approach: Both consulting and training teams work closely, as internships often
involve real client projects.
 Chapter-3
Description of word &Responsibilities taken
During my internship at StatSkew, I was engaged in multiple operational areas that contributed to
both client project success and my professional development. My primary areas of work included
Data Analytics, Digital Marketing, Meta Ads Management, and Business Consulting. The role was
designed to expose me to real-world scenarios where data insights, marketing execution, and client
engagement intersect to deliver impactful business results.

The work assigned to me was dynamic, requiring both analytical and creative problem-solving
skills. I had the opportunity to work closely with different teams, understand client requirements,
and contribute to projects from planning to execution stages.

Department I Worked In

I was assigned to the Data Analytics & Marketing Department, which functions as a core service
division within StatSkew. The department is responsible for:-

i. Data Analytics –

Collecting, processing, analyzing, and visualizing data to generate actionable insights for clients.

ii. Digital Marketing –

Planning and executing marketing strategies across digital platforms such as Meta (Facebook,
Instagram), Google, and LinkedIn. This department also collaborates with the Consulting
Division to align analytics outcomes with strategic business recommendations for clients.

Job Responsibilities Taken

i.) Data Analytics Responsibilities

Collected and cleaned datasets from various sources including client CRM systems, surveys,
and online tracking tools. Processed raw data using such as Pandas and NumPy to ensure
accuracy and consistency. Created interactive dashboards using Power BI and Excel to present
insights in a visual and easily understandable format. Conducted statistical analysis to identify
sales trends, customer behavior patterns, and key performance indicators. Provided actionable
insights to improve client marketing strategies and operational efficiency.
ii.)Marketing Responsibilities

Assisted in developing and executing digital marketing campaigns targeting specific business
goals such as brand awareness, lead generation, and customer engagement. Coordinated with
the creative team to align marketing content with analytics-driven strategies. Monitored and
analyzed campaign performance using tools such as Google Analytics and internal tracking
systems.

iii.) Meta Ads Management Responsibilities

Created and launched ad campaigns on Facebook and Instagram through Meta Ads Manager.
Designed audience targeting strategies based on demographic, geographic, and behavioral data.
Conducted A/B testing of creatives and ad copies to identify high-performing elements.
IManaged advertising budgets to ensure cost-effective spending and maximum ROI.

iv.) Consulting Responsibilities

Participated in client meetings to present analytics findings and marketing performance report
Assisted in identifying business challenges and formulating tailored solutions. Prepared
detailed consulting reports integrating marketing insights and data analytics outcomes.

Learning Outcomes:-

This internship provided me with the opportunity to:

Gain hands-on experience in data processing, visualization, and statistical analysis.

Develop digital marketing skills with a focus on Meta Ads optimization.

Enhance my ability to combine analytical results with strategic business recommendations.

OBJECTIVE OF DIGITAL MARKETING:

i. Increase Customer Loyalty with Frequent Communications

As you know, it cost more to attract and convert new customers than it does to retain
existing customers. Customer loyalty can be difficult to establish, but it’s well worth
your efforts. It’s great to finalize a sale with your customers, but it’s even better to retain
those customers after the sale. A customer retained can make another purchase or
recommend your brand to others, which helps increase sales. In the U.S., 40% of online
shopping revenue comes from repeat customers, who make up 8% of site visitors. To
retain customers, you need to keep in contact with them and digital marketing makes
that easier than ever. Some proven tactics include:

Personalized email offers: As you learn about your customers, you can send them
personalized offers like seasonal discount codes for related products or exclusive
access to new product releases. This not only makes the customer feel valued, but it’ll
also drive repeat sales.

Social media engagement: Encourage customers to follow you on social media

channels. When they do, you’ll have daily access to them as they scroll through their
social media feeds. Keep them engaged with helpful, relevant content or with content
that inspires and delights them. Whenever they need your service or product again, hey’ll
be more apt to buy from your business.

ii. Engage the Customer at Every Buying Stage

Before digital marketing became popular, not many people were talking about the
customer journey, mainly because it was difficult to understand and analyze. More often
than not, a customer would go to a physical store after seeing an ad on TV or in the
newspaper, make a decision, and pay for the product or service inside the store.
However, in digital marketing, we can track every step that a customer makes, often
from the moment when they are triggered to find a solution or product.

These days, it’s common for a consumer to see an ad online, search and compare
prices on different websites, then go to a store to try the product or shop on an online
store. Mobile apps provide shoppers with special offers and coupons, customer support,
and comparison tools, which enhance our understanding of the buying process. With
digital marketing, a marketer can follow the entire buying journey of the customer.

iii. Target the Right Audience

It’s now easier than ever to segment audiences since many digital marketing platforms
allow you to target a specific audience. We have access to online tools that keep track
of an individual’s online activities and demographic information. Digital marketers can
use this data to offer users specific products or services that they may be interested in.
For instance, once a visitor clicks on a brand’s display ad, whether on social media or
through a search engine, the brand can target that visitor with subsequent and related
ads. If the content a visitor receives is based on their interests and online behaviors, it
creates positive reinforcement and makes shopping easier and more satisfying.

You can also target your audience with content and offers based on what stage they’re
at within the buying journey. For example, email marketing can be used to nurture a lead
until they’re ready to make a purchase. Perhaps they subscribed to your blog and
consistently open your blog update emails. After several months, they visit your about
me and service web pages. At this point, you know to send them a targeted email with
an exclusive offer. They click on the offer and submit a request for a quote.
Sophisticated digital marketing tools make this possible. Let me tell you how it works:
when a user fills out a form online, he or she provides personal information. Most web
pages have cookies that track the user’s behavior on the page. It’s this data that
companies or digital marketers analyze and devise the right strategies for different
types of audiences.

Scope of digital marketing

The main advantage of digital marketing is that a targeted audience can be reached in a
costeffective and measurable way. Other digital marketing advantages include increasing brand
loyalty and driving online sales.

The benefits of digital marketing include:

i. Global reach - a website allows you to find new markets and trade globally for only a small
investment.

[Link] cost - a properly planned and well targeted digital marketing campaign can reach the
right customers at a much lower cost than traditional marketing methods.

iii. Trackable, measurable results - measuring your online marketing with web analytics and
other online metric tools makes it easier to establish how effective your campaign has been.
You can obtain detailed information about how customers use your website or respond to your
advertising.

[Link] - if your customer database is linked to your website, then whenever

someone visits the site, you can greet them with targeted offers. The more they buy from you,
the more you can refine your customer profile and market effectively to them.

v. Openness - by getting involved with social media and managing it carefully, you can build
customer loyalty and create a reputation for being easy to engage with.

[Link] currency - digital marketing lets you create engaging campaigns using content
marketing tactics. This content (images, videos, articles) can gain social currency - being
passed from user to user and becoming viral.

[Link] conversion rates - if you have a website, then your customers are only ever a few
clicks away from making a purchase. Unlike other media which require people to get up and
make a phone call, or go to a shop, digital marketing can be seamless and immediate.

RESEARCH METHODLOGY

The process used to collect information and data for the purpose of making business decisions.
The methodology may include interviews, surveys and other research techniques, and could
include both present and historical information.

Research is thus an original contribution to an existing stock of knowledge making for its
advancement. It involves systematic collection, analysis and reporting of data and finding
relevant solution to a specific problem.

OBJECTIVES OF THE STUDY:

i. To study the buying behaviour of consumers.

ii. To study the perception of consumers towards digital Marketing.

iii. To study the consumers behavior towards online payment.

RESEARCH DESIGN

The Research design was descriptive in nature because it is used to obtain information
concerning the current status of depository system in the company so that to describe “what
exists” with respect to conditions in a situation.

Descriptive Research

It includes surveys, facts, findings and inquiries of different kinds. The major purpose of the
descriptive research is description of the state of affairs as it exists at present. Descriptive
Research is that kind of research where the researcher has no control over the variables.
Reporter can only report what has happened or what is going to happen. But these incidents
cannot be changed by the researcher. This research was descriptive because it would just study
the Consumer behaviour with respect to digital marketing in respect to amazon having any
control over it.

SAMPLING DESIGN

The following factors were decided within the scope of sample design:

[Link] OF THE STUDY:

Universe of the study means the area or the limits of the study in which it is to be conducted.
Universe is divide into three categories theoretical universe and accessible universe and target
population.

Theoretical Universe that part of total population which fulfills our conditions which included
youngsters, middle age and old age persons all over the world.

Accessible Universe means that part of the population which is within our reach which included
youngster, middle age and old age persons in India.

Target Population means that part of the accessible universe who actually answer the query
which included selected youngsters.

ii. SAMPLE UNIT:

Sample unit indicates who is to be surveyed. The researcher must define the sample unit that
was sampled. In this study sampling unit was youngsters, middle age, and older persons of
Dharamshala to be selected according to the convenience and own judgement.

[Link] SIZE:

A sample of minimum respondents was selected from the different areas of Dharamshala. An
effort was made to select the respondents evenly. The survey was carried out on 200
respondents.

REVIEW OF LITERATURE

It was proposed to survey the literature regarding differentiation of the product offerings. In the
event that the consumer finds him or herself in market that displays low level of differentiation,
the consumer might result to purchasing influenced by convenience. Like consumers who
displays complex buying behavior consumers with dissonance reducing behavior were seek to
establish personal beliefs regarding the products. These beliefs with eventually transforms into
attitude regarding the product offerings. Some Economist had done extensive work on this as a
whole. There had been certain endeavors that have direct or indirect bearing on the present
study.

MCKINSEY (2019) examine that increasing use of internet by the younger generation in India,
provides an emerging prospect for online retailers. If online retailers know the factors affecting
Indian consumer's buying behaviour, the association between these factors and type of online
buyers, then they can further develop their marketing strategies to convert potential customers
into active ones. This study attempts to analyze the features related to the shopping behaviour
of online shoppers. Consumer's shopping behaviour in respect of online shopping was studied
using different socio-economic variables. The data was collected through questionnaire. The
results of study revealed that online shopping in India is significantly affected by various
demographic factors like age, gender, education and income. Further it also helps retailers to
understand the drivers of consumer's attitude and goal to shop on the internet and consumer's
perceptions regarding ease of use and usefulness.

URBAN GLEN, (2019) revealed that the online shopping as perceived by consumers in India are
identified and the different demographic factors are also studied which are the primary basis of
market segmentation for retailers. It was discovered that overall website quality, commitment
factor, customer service and security are the four key factors which influence consumers’
perceptions of online shopping. The study revealed that the perception of online shoppers is
independent of their age and gender but not independent of their education & gender and
income & gender. Finally, the recommendations presented in this research may help foster
growth of Indian online retailing in future. The result of our study showed that the perception of
online shoppers is independent of their age and gender but not independent of their
qualification & gender income. The analytical results of our study further indicate relationships
between consumers’ perceptions of the factors that influence their intention to buy through
online. More specifically, consumers’ perceptions of the customer service, commitment and
web security of online purchasing exhibit significant relationships with their online buying
intention.
 CHAPTER - 5
DATA ANALYSIS AND
INTERPRETATION
 DATA ANALYSIS AND INTERPRETATION

[Link] you prefer online shopping?

ONLINE SHOPPING NO. OF RESPONDENTS PERCENTAGE (%)

YES 200 100%

NO 0 0%

TOTAL 200 100%

Source: Questionnaire TABLE NO. 5.1

Online Shopping

No
0%

Yes
100%

Yes No

CHART NO.1

INTERPRETATION
It has been inferred from the above chart that all the respondents prefer to do online shopping.
 [Link] what extent these attributes influence you to do online shopping
instead of offline?

[Link]. PARTICULARS RESPONDENT PERCENTAGE

Features

To a moderate extent
To a moderate extent

To a small extent
To a some extent
To a large extent
To a some extent

To a small extent
To a large extent

Not at all
Not at all
1. SAVE TIME 72 42 68 8 10 36% 21% 34% 4% 5%

2. WIDER CHOICE 78 68 32 14 8 39% 34% 16% 7% 4%

3. AVAILABILITY 66 60 48 20 6 33% 30% 24% 10% 3%

4. VARIETY 74 66 34 14 12 37% 33% 17% 7% 6%

Source: Questionnaire TABLE NO. 5.2

Features which influence you to do online shopping

5 4 3 6
100% 4 7 10 7
16
80% 24 17
34
60% 33
21 34
30
40%

20% 36 39 33 37

0%
Save time Wider choice Availability Variety

To a large extent To a moderate extent To a some extent To a small extent Not at all

INTERPRETATION
The above chart shows the features which influence online shopping. Most of the respondents like 72% prefer to do
online shopping to save the time, 78% prefer for wider choice, 66% for available and 74% for variety.
 [Link] you prefer Amazon then why?
PREFERENCE OF CONSUMERS NO. OF RESPONDENTS PERCENTAGE

RELIABLE PRODUCTS 60 30%

GOOD AFTER SALES SERVICE 50 25%

VARIETY OF PRODUCT 90 45%

TOTAL 200 100%

Source: Questionnaire TABLE NO. 5.3

Variety of product
45

Good after sale

services 25

Reliable products
30

0 10 20 30 40 50

Preference of consumers

CHART NO.3

INTERPRETATION
The above chart shows that the respondents preference towards Amazon. Most of the respondents
like 45% prefer variety of products while buying the products online, 25% respondents like after
sale services and 30% respondents prefer reliability of products.
 [Link] type of product you mostly prefer to buy from amazon?

[Link]. PARTICULARS RESPONDENT PERCENTAGE

Features

Slightly
Partially

Rarely

Never
Partially

Totally
Slightly
Totally

Rarely

Never
1. ELECTRONIC 70 34 75 12 9 35% 17% 37.5% 6% 4.5%

2. CLOTHING 68 71 43 10 8 34% 35.5% 21.5% 5% 4%

3. HOME UTILITIES 56 70 43 25 6 28% 35% 21.5% 12.5% 3%

4. GROCERY 47 36 66 39 12 23.5% 18% 33% 19.5% 6%

Source: Questionnaire TABLE NO. 5.4

Most Bought Product on Amazon

4.5 4 3
100% 6
6 5
12.5
90% 19.5
80% 21.5
21.5
70% 37.5
60%
33
50% 17 35.5 35
40%
18
30%
20% 35 34 28 23.5
10%
0%
Electronic Clothing Home utilities Grocery

Totally Partially Slightly Rarely Never

INTERPRETATION
The above chart shows that mostly 70% respondents like electronic, 68% like clothing, 56% like
home utilities and 47% respondents prefer to buy grocery while buying the products.
 [Link] factor do you consider while buying a product?

FACTORS WHILE PURCHASING NO. OF RESPONDENTS PERCENTAGE

QUANTITY 30 15%

QUALITY 70 35%

PRICE 80 40%

BRAND 20 10%

TOTAL 200 100%

Source: Questionnaire TABLE NO. 5.5

Factors while Purchasing

Brand Quantity
10% 15%

Quantity
Price
Quality Quality
40%
35% Price
Brand

CHART NO.5

INTERPRETATION
It has been inferred from the above chart that most of the 35% respondents like Quality factor,
40% like price factor, 10% like Brand factor at the time of buying a product.
 [Link] review of product matters before buying a product online?

REVIEW OF PRODUCTS MATTER NO. OF RESPONDENTS PERCENTAGE

ALWAYS 110 55

SOMETIMES 60 30

NEVER 30 15

TOTAL 200 100%

Source: Questionnaire TABLE NO. 5.6

Review of Products matter

30%

15%

55%

Always Sometimes Never

CHART NO.6

INTERPRETATION
It has been inferred from the above chart that the review of product always matters for 55%
respondents, 30% for some respondents and for 15% respondents it never matters.
 [Link] problem do you face while shopping from Amazon?

PROBLEMS WHILE SHOPPING ON NO. OF RESPONDENTS PERCENTAGE

AMAZON
RETURN POICY 10 5%

NO FACILITY OF EMI ON DEBIT CARD 120 60%

LONG DELIVERY PERIOD 40 20%

CANCELLING OF ORDER DUE TO 30 15%

SHORTAGE OF PRODUCT
TOTAL 200 100%

Source: Questionnaire TABLE NO. 5.7

70

60

50

40

30
60
20

10
20 15
0 5
Return policy No facility of EMI on Long delivery period Cancelling of order
debit card due to shortage of
product
Problem while shopping on Amazon

CHART NO.7

INTERPRETATION
The above chart shows the problem face by amazon customer while buying a product Most of
people face 60% problem of EMI facility, 20% of long delivery period and 15% consumer face
problem of cancelling of order due to shortage of product.
 [Link] often do you see an ad related to a product that you might desire?

AD RELATED TO A PRODUCT NO. OF RESPONDENTS PERCENTAGE

VERY RARELY 20 10%

VERY FREQUENTLY 30 15%

EVERYTIME YOU VISITED ON 140 70%

INTERNET
YOU DON’T GET ANY AD 10 5%

TOTAL 200 100%

Source: Questionnaire TABLE NO. 5.8

Ad related to a product

5% 10% Very rarely

15%
Very Frequently

Everytime you visited on

Internet
You don’t get any ad
70%

CHART NO.8

INTERPRETATION
The above chart shows that respondents view an ad related to a product. Most of the respondents
got add when they visit on internet, 15% got very frequently, 10% very rarely and 5% does not get
any add.
 [Link] do you think about online payment mode? Is it safe or not?

ONLINE PAYMENTS ARE SECURE NO. OF RESPONDENTS PERCENTAGE

YES 130 65%

NO 50 25%

CAN’T SAY 20 10%

TOTAL 200 100%

Source: Questionnaire TABLE NO. 5.9

Online Payments are secure

70

60

50

40
65
30

20
25
10
10
0
Yes No Can't say

CHART NO.9

INTERPRETATION
The above chart shows the online payment mode. 65% respondents believe that online payment
mode is safe, 25% does not believe and 10% respondents can’t say.
 Ques10. How much are you satisfied to buy online rather than physical store?
Sr. No PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Highly dissatisfied 50 25%

2 Dissatisfied 10 5%
3 Neutral 20 10%
4 Satisfied 10 5%
5 Highly satisfied 110 55%
Total 200 100%
Source: Questionnaire TABLE NO. 5.10

H0 – People are not satisfied to buy online.

H1 – People are satisfied to buy online.

STEP-2 To find the expected value.

Expected frequency = (Total No. of Respondent / No. of Particulars)

STEP -3 Calculation of chi- Square value.

Computation table for chi-square

Observation Expected Value (O-E) (O-E)2 (O-E)2/E
Value(O) (E)
50 40 10 100 2.5
10 40 -30 900 22.5
20 40 -20 400 10
10 40 -30 900 22.5
110 40 70 4900 122.5
TOTAL 180

STEP-4

Level of significance 0.05

Degree of freedom = (5-1) = 4

Tabulated value at 5% level of significance and degree of freedom 4 is 9.49.

STEP-5 Comparing with table value.

The calculated value is greater than the tabulated value 180 > 9.49.

Findings: Therefore, reject the null hypothesis (H0) and accept the alternate
hypothesis (H1). Hence, people are satisfied to buy in online store.
[Link] mode of payment you usually prefer the most for shopping on
Amazon?

PAYMENT MODE NO. OF RESPONDENTS PERCENTAGE

CREDIT CARD 40 20%

DEBIT CARD 30 15%

CASH ON DELIVERY 110 55%

NET BANKING 20 10%

TOTAL 200 100%

Source: Questionnaire TABLE NO. 5.11

Payment mode

10%
20%

15%
55%

Credit card Debit card Cash on Delivery Net banking

CHART NO. 11

INTERPRETATION
The above chart shows the mode of payment that consumers usually preferred 55% respondent
do cash on delivery,10% net banking, 50% use debit card and 20% respondents use credit card
for doing payment.
 [Link] do you prefer online payment rather than Cash on delivery?

PREFER ONLINE PAYMENT NO. OF RESPONDENTS PERCENTAGE

RATHER THAN COD
BECAUSE OF DISCOUNT OPTION 80 40%

EMI FACILITY 50 25%

OTHER 70 35%

TOTAL 200 100%

Source: Questionnaire TABLE NO. 5.12

Prefer online payment rather than COD

100%
90%
80%
70%
60%
40 25 35
50%
40%
30%
20%
10%
0%
Because of EMI facility Other
Discount option

CHART NO. 12

INTERPRETATION
The above chart shows that why respondents prefer online payment rather than cash on delivery.
Most of 40% respondent do online payment because of discount option, 25% for EMI facility and
35% for other.
 CHAPTER-6
FINDINGS, SUGGESTIONS AND
CONCLUSIONOF THE STUDY
 FINDINGS
➢ Most of the respondents prefer to do online shopping.
➢ Most of the respondents prefer 72% online shopping to save the time, 78% prefer for
wider choice, 66% for available and 74% for variety
➢ 200 respondents prefer to do online shopping from amazon.
➢ Majority of the respondents are female i.e 55%.
➢ Most of the respondents prefer 45%variety of products while buying the products online
,25% respondents like after sale services and 30% respondents prefer reliability of
products.
➢ 70% respondents like electronic, 68% like clothing, 56% like home utilities and 47%
respondents prefer to buy grocery while buying the products.
➢ Most of the 35% respondents like Quality factor, 40% like price factor, 10% like Brand
factor at the time of buying a product.
➢ the review of product always matters for 55% respondents, 30% for some respondents
and for 15% respondents it never matters.
➢ The problem face by amazon customer while buying a product is 60%problem of EMI
facility,20% of long delivery period and 15% consumer face problem of cancelling of
order due to shortage of product.
➢ Most of the respondents got add when they visit on internet,15% got very frequently,10%
very rarely and5%does not get any add.
➢ 65%respondants believe that online payment mode is safe,25% does not believe and
10%respondands can’t say
➢ Consumers usually preferred 55% respondent do cash on delivery,10% net banking, 50%
use debit card and 20%respondants use credit card for doing payment.
➢ Consumer prefer online payment rather then cash on delivery. Most of 40% respondent
do online payment because of discount option,25% for EMI facility and 35% for other.
 SUGGESTIONS

1. IMPROVE YOUR SEO

As well as seller rating and price, Amazon also looks at keywords in the product’s title to rank
listings. Amazon also uses the keywords in the product title to rank the listing.

[Link] QUALITY:

You should always focus on improving of quality of products in order to attract customers.

[Link] AS MUCH REVIEWS AS POSSIBLE

Consumer reviews play very important role, with 88 percent of consumers trusting online
reviews. Therefore, sellers should try their best to get as much positive customer reviews as
possible, and it’s better to have photos. However, about 90 percent of Amazon buyers don’t
leave comments, so sellers can use Feedback Five or similar tools to increase the amount of
feedback and remove negative reviews.

[Link] THE PRICE COMPETITIVE ADVANTAGE

Inventory, logistics, customer service, and prices are important factors to win Buy Box.

[Link] CONSUMERS WITH DISCOUNTS

Discounts are an important way to attract consumers. Promotions and discounts can place you at
the top of the category, while also increase your probability of appearing in the ‘Hot Deals’ and’
New & Noteworthy’ sections of amazon’s homepage, which can bring you significant traffic and
increase the exposure of related products on your page, and further attract consumers to buy
other products.

6 .MAKE YOUR BRAND NOTICEABLE AND LIKED

All the really big brands are really successful at getting people to understand who they are and
what they do.

7 .KEEP YOUR SELLER RATING HIGH

There are many little metrics Amazon takes into account in determining your overall seller
rating, and it’s how much you pay attention to the details that often determines the kind of
customer experience buyers have.

[Link] FACILITY ON DEBIT CARD:

Emi facility on debit card must be given to consumers. So, that they can buy easily. Which helps
to increase the sales.
 CONCLUSION
I had a great experience building this project for my own understanding and learning. Well, the
conclusion always states what have I learnt and what have I acknowledged from this project. So,
I will note down the different point from my learning.
• First, this whole project was based on digital marketing and this concept states the
importance of customer retainment.
• I learnt the various through which retargeting is done and how can we effect and attract
the customers in different ways.
• One thing I observed while making this, was some of the features that Amazon has and it
can improvise that. I have stated that feature above and I feel this thing can be changed.
• There can be several different ways through which you can attract the existing as well as
potential customers.
• Email surveys, offers and discounts and various other tactics can help to retain the loyal
customers.
• I feel social media influencing is the new way to retain a customer and build brand
loyalty, more and more people are on the internet today, and they will like to see more on
their feeds rather to visit the site in person.
This project helps me to learn and drive deeper into the concept of digital marketing.
 BIBLOGRAPHY
BOOKS:
➢ Philip Kotler, Kevin Lane Keller, marketing management , (12 edition)
➢ Pearson education(2008) Malhotra N.K, Marketing research an applied orientation(4
edition)
➢ Arjun Mittal, “E-commerce: It’s Impact on consumer Behavior”; Global Journal of
Management and Business Studies
➢ Advertising management concept and cases by Mahindra Mohan.

WEBSITES:

• [Link]
• [Link]
• [Link]
• [Link]
[Link]

MAGAZINES:

➢ Mitra, A. (2013), E-Commerce in India: A Review International Journal of Marketing,

Financial Services & Management Research, 2(2), pp 126-132.
➢ Gangeshwer, D.K. (2013). E-Commerce or Internet Marketing: A Business Review
from Indian Context. International Journal of u- and e-Service, Science and Technology,
6(6), pp 187-194.
➢ Sharma, S. & Mittal, S. (2009). Prospects of e-commerce in India. Asian Journal of
Management and Research, 3(2), pp 396-408.
 ANNEXURE

I, Ishita Kaistha student of MBA 4sem at Govt. Post Graduate College Dharamshala
conducting a survey on “To study the Consumer Behaviour Towards Digital Marketing on
Amazon” as a part of my curriculum. Kindly help me to gather the information by sparing your
5-10 minutes for fulfilling the questionnaire. I assure you that information will be kept
confidential. I will be very thankful to you.

Que:1 Do you prefer online shopping?

a) Yes

b) No

Que:2 At what extent these attributes influence you to do online shopping instead of
offline?

Attributes To large extent To moderate extent To some extent To small extent Not at all

Save Time
Wider choice
Availability
Variety

Que:3 Do you prefer Amazon for online shopping ?

a) Yes
b) No
Que:4 If you prefer Amazon then why?

a) Reliable products

b) Good after sale services

c) Variety of product

Que:5 Which type of product you mostly prefer to buy from amazon?

Attributes Totally Partially Slightly Rarely Never

Electronic
Clothing
Home
Utilities
Grocery

Que6: Which factor do you consider while buying a product?

a) Quality
b) Quantity
c) Price
d) Brand

Que7: Does review of product matters before buying a product online?

a) Always

b) Sometimes

c) Never

Ques8: Which problem do you face while shopping from Amazon?

a) Return policy

b) No facility of EMI on debit card

c) Long delivery period

d) Cancelling of order due to shortage of product

Ques9: How often do you see an ad related to a product that you might desire?

a) Very rarely

b) Very frequently

c) Everytime you visit on Internet

d) You don’t get any add

Ques10: How much are you satisfied to buy online rather than physical store?

a) Highly dissatisfied

b) Dissatisfied

c) Neutral

d) Satisfied

e) Highly satisfied

Ques11: What do you think about online payment mode? Is it safe or not?

a) Yes

b) No

c) Can’t say
Ques12: Which mode of payment you usually prefer the most for shopping on Amazon?

a) Credit card

b) Debit card

c) Cash on Delivery

d) Net banking

Que13: Why do you prefer online payment rather than Cash on delivery?

a) Because of discount option

b) EMI facility

c) Other

Personal Details:
Name –

Age (years); 20-25 years25- 30 years 30 -35 years 35-40 years above 40 years

Gender – Male/Female

Phone no