SCHOOL OF SOCIAL SCIENCE AND LANGUAGES
DEPARTMENT OF COMMERCE
FALL SEMESTER 2022-2023
PROJECT REPORT ON
IMPLICATIONS OF MARKETING STRATEGIES ON
CONSUMER’s PURCHASING DECISIONS
SUBMITTED TO
Dr. A. DUNSTAN RAJKUMAR
Professor, Department of Commerce
FOR THE COURSE
CCA1709 - PRINCIPLES OF MARKETING
PROJECT BY
VIJAYA SUBHALAKSHMI S (21BCC0004)
GOKULA KRISHNAN V (21BCC0048)
NIVAS P (21BCC0141)
ARUN R (21BCC0227)
DARUN GANESH D (21BCC0190)
ELISHA VIJAYA KUMAR J (21BCC0171)
NOVEMBER 2022
CONTENTS
CHAPTER Ⅰ
TITLE
PAGE
NO.
CONTENTS
Ⅰ
LIST OF CHARTS
Ⅱ
LIST OF TABLES
Ⅲ
INTRODUCTION
1–3
REVIEW OF LITERATURE
4 – 16
CHAPTER Ⅱ
16
OBJECTIVES
CHAPTER Ⅲ
RESEARCH METHODOLOGY
17 – 20
CHAPTER Ⅳ
DATA ANALYSIS
21 – 41
FINDINGS
42 – 45
CHAPTER Ⅴ
SUGGESTIONS
45
CONCLUSION
46
REFERENCES
Ⅳ - VI
APPENDIX - QUESTIONNAIRE
VII - IX
Ⅰ
LIST OF CHARTS
CHART NO.
TITLE
PG.NO
1.
Gender of the respondents
22
2.
Age group of the respondents
23
3.
Marital status of the respondents
24
4.
Monthly income of the respondents
25
5.
Influence of social media on Purchase decision
26
6.
Promoting Strategy of new product
27
7.
Price of the products in online shops
28
8.
Offering free items along with products – Promotional strategy
29
9.
Easier way to Purchase a product
30
10.
Social media a promoting platform
31
11.
Exciting sales offered by Online shops
32
12.
New Product availability
33
13.
Switching from Physical shops to Online shops
34
14.
Product’s Price and quality
35
15.
Purchase decision of the Product
36
16.
Innovation and Uniqueness of the existing product
37
17.
Cost of living influences purchase decision
38
18.
Preferring Strategical Promoting platform
39
19.
Benefits of Advertisement in social media
40
20.
Comparison of Online shops and Physical shops
41
Ⅱ
LIST OF TABLES
TABLE NO.
TITLE
PG.NO
1.
Gender of the respondents
22
2.
Age group of the respondents
23
3.
Marital status of the respondents
24
4.
Monthly income of the respondents
25
5.
Influence of social media on Purchase decision
26
6.
Promoting Strategy of new product
27
7.
Price of the products in online shops
28
8.
Offering free items along with products – Promotional strategy
29
9.
Easier way to Purchase a product
30
10.
Social media a promoting platform
31
11.
Exciting sales offered by Online shops
32
12.
New Product availability
33
13.
Switching from Physical shops to Online shops
34
14.
Product’s Price and quality
35
15.
Purchase decision of the Product
36
16.
Innovation and Uniqueness of the existing product
37
17.
Cost of living influences purchase decision
38
18.
Preferring Strategical Promoting platform
39
19.
Benefits of Advertisement in social media
40
20.
Comparison of Online shops and Physical shops
41
Ⅲ
CHAPTER Ⅰ
INTRODUCTION
1
1. INTRODUCTION
For the past several years, marketing sector have integrated various marketing mix and
strategies successfully with the other elements of the marketing. Initially it was 4P’s – Product,
Price, Place, Promotion but as of now there are 7P’s-Product, Price, Place, Promotion, Person,
Process, Performance.
Along with this marketing mix there are several other factors that should be taken into
consideration i.e competitive environment, demographic behaviour of the customer and
organisation performance.
Strategic marketing paves the way for creativity along with various strategies and marketing
mix by laying a framework for the fundamental change related to how a marketer should
effectively promote a product and how consumers are indirectly influenced by the strategies.
According to Philip Kotler, strategic marketing can be stated as a process “To Create,
Communicate and Deliver the value to a target market at a Profit”. Specified roles of the
strategic marketing is to decide:
a) Which markets have competition / to create competition?
b) How are we going to compete with their products/services?
c) When and where the entity competes with competitive market?
Development of sound marketing strategies is considered as an essential part before
commencing business. There is major three elements making a combination of marketing
strategies: selecting a target market, specifying the market strategy, creating a marketing mix.
Strategies of marketing helps us knowing who our customers are? Knowing what your
business is? Knowing what success looks like? Knowing how are we stuck up against the
competition? Having a guide for the marketing plan and budgetary, exude professionalism.
Strategic marketing tools identifies the ways to promote the existing product differently and
not identifying different products and promote it in traditional way. In past several years,
evaluating the effectiveness of strategies and marketing mix has become increasingly
important. In this paper, we will discuss about how the promotional activities of the different
entities affect the pricing structure of the product and how people get to know about new
product launch.
Here we have collected data, a primary data which is then analysed using stratified random
sampling, then variables from the data are statistically evaluated using mean, standard
deviation and CV (Co efficient of variance). A graphical presentation of the data also
presented along with the interpretations.
2
1.1 ADVANTAGES AND DISADVANTAGES OF STRATEGIC MARKETING:
ADVANTAGES:
a) Promotes Your Business to a Target Audience
Without appealing to the customers who are most inclined to purchase your goods or services,
you cannot expect to make any sales. Your target audience is that group, and the most efficient
method to connect with them is through a marketing strategy. If you have successfully targeted
this demographic, you are aware of their customs, behaviours, requirements, and wants, as
well as the social media platforms they prefer to use.
b) Helps You Understand Your Customers
Before creating a marketing plan, you must conduct market research. This research can
provide you reams of information that you can use again to improve your product development
and stay on top of trends and changes in your target audience's behaviour. Due to the
development of digital information, even tiny firms may now obtain incredibly extensive data
on potential clients.
c) Helps Brand Your Business
Your marketing strategy should convey the culture, values, and purpose of your company in
addition to increasing leads and turning them into customers. The essence of branding is the
process of conveying that vision to your audience. For instance, simplicity, elegance, design,
and function are the core components of Apple's marketing approach. Their products are
elegant, straightforward, stunning, and functional in many ways.
DISADVANTAGES:
a) Costs of Marketing
Even if the digital revolution has largely levelled the playing field, small businesses still face
challenges in capturing their fair share of consumer attention through marketing initiatives.
Big data is really valuable, but obtaining it costs money, and you need to continuously
studying it to stay on top of consumer trends. The cost of starting a marketing campaign on
your website might also be high, particularly if you're relying on pay-per-click advertising to
draw in additional customers.
b) Time and Effort May Not Yield a Return
Big brands have the means to recover and move on, so they can afford to invest time and effort
into a marketing campaign that fails. However, as a small business owner, the ROI on a
marketing campaign could be minimal, which means you may have spent months developing a
strategy that had no positive effects on your revenue.
3
CHAPTER Ⅱ
REVIEW OF LITERATURE AND OBJECTIVES
4
2.1 REVIEW OF LITERATURE
In this article Andrew Whalley (2006) titled Levels of Marketing, he explains the three levels
of marketing and marketing role in the businesses and also it gives an overview of what
marketing really means in the business environment. Now-a-days marketing also becomes a
business. It has a vital role in business to analyze, formulate and enforcement of strategies in
the market customers are the reasons why market exist. So, marketing helps business to
understand the customer’s needs and wants and their satisfaction etc.
Andrew Whalley separated marketing into three levels. First is Top level marketing. It is a
business philosophy. Second level is called STP (Segmentation, Target, Positioning) and also
author included Branding with STP. So, we can summarize it as (STP+B). Third level
marketing I about day-day operational activities. It controls the 4Ps of Marketing Mix. So, we
can create and deliver our company products and services to customers. So, we can see that the
business marketers must carefully go through the needs of individuals and also assess the
potential of market.
Author David (2000) written a book about Market Driven Strategic Marketing. On that book he
mentioned about Market Driven Strategy. This concept of Business Strategy with the design of
production systems, implementation of flexible production system technologically led to market driven.
Market Driven Strategy analyzes the overall suggestions that the electronic industry that exists an
extremely high and complexity to environment.
It will structure the Technical, Social and Strategic thinking that are developed to equalize the
complexity of market environment. Example of this strategies are Niche Marketing, Flexible
Manufacturing and Employee Harmonization
Graeme Drummond, John Ensor, Ruth Ashford’s (2007) book titled as planning and control of
marketing strategies. This article enables us to understand the theoretical and practical
understanding of marketing planning and control. We can get to know about the environments
of business that is Internal factor and External factor. To understand the environmental
analysis, it’ll influence the business and its areas which operates. These forces can shape the
better environment of business. These factors interact with business, it can be harmful or
beneficial to the business. External environments include mainly on Opportunities and Threats
and also it includes Political, Legal factor. Internal environments include Strengths and
Weakness and also the Organizational structure and Mission. Any strategy is significantly
influenced by environmental change. This results in a volatile, intensely competitive market
place. Organizational must ensure the opportunities change brings and guard against their
weakness and threats.
5
Malcolm McDonald’s (2016) book titles as Strategic Marketing Planning: Theory and
Practice. This article describes the strategic planning process itself and the key steps within it.
It also deals with the Design and Implementation process in strategic marketing. These
processes are done effectively and also ensures the inputs to the marketing plan is customer
focused, satisfying them and having good relationship has with its business environment. Most
managers accept that some kind of procedure/strategy is necessarily needed. Some managers
consider that to make a marketing planning, they must need a system which will help them to
think and implement their ideas/models into business. But, unfortunately very few companies
have planning systems. When the planning process is done next step is Designing and then
Implementation. It must be done effectively, if any issues arise it must again start from
beginning. This is a cyclic process. Maintenance is essential and measurably analyze and
innovating is effective one that organization must do.
Malcolm H.B. McDonald’s (1992) book titled as Strategic Marketing Planning. This article
focused on the tools of strategic marketing planning and barriers that reduce its effectiveness.
Marketing Planning is focus on its identification and creation of a competitive advantage.
Formulation of plans is different from companies small and undiversified companies this
process is usually informal. In larger more complex organization, the process is often
systematized. There are some techniques and tools in strategic marketing planning, that are;
(1) The Ansoff Matrix, (2) Matrix Segmentation, (3) Product Life cycle Analysis, (4) Portfolio
Management, (5) Marketing Research, (6) Marketing Information System.
So, we can understand that the marketing planning never has been the simple step-by-step
approach/process. It will not be effective without active top-level managers and their support
has been continued for the organizational life line.
Nicholas J. Ashill, Mark Frederikson, John Davies’s (2003) book titled as Strategic marketing
Planning: grounded investigation. Strategic Marketing Planning (SMP) is process of a plan to
reach a specific marketing goal. SMP research has generally focused on explanation of
organizational actual planning and objectives. The purpose of this research is to seek an
understanding of attitudes towards SMP and broader perspective of the SMP process.
To summarize that we can teel that marketing is a ongoing process. The environment is
‘dynamic’. Market tends to change. “What customers want today is not important, what they
want tomorrow is important”. This process involves both Planning and Executing the Plan.
Rajan Varadarajan’s (2010) Strategic Marketing Practices. This article proposes a domain
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statement for strategic marketing as a field of study and delicate certain issues fundamental to
the field. It also describes a definition for marketing strategy, the focal organizational strategy
construct of the field and enumerates a number of foundational premises of marketing strategy.
Varadarajan tells that the domain of marketing strategy research is Broadly defined to include
all firm level strategic marketing issues, decisions and problems.
“Marketing is an organizational function and a set of process for creating, communicating and
delivering value to customers and for managing customers relationships in ways that benefit the
organization and its stakeholders”. Varadarajan R concluded this article by the organizational construct
and its foundational premises, would lead to requirement and emergence of a Broad consensus on
certain issue and competing perspectives on other Issues.
Stone Merlin; Eleni; Ekinci Yukei’s (2020) book titled as Artificial Intelligence in Strategic
marketing. This article is about the application of AI is strategic situations and to Identify the
research that is needed in that area of applying AI to strategic marketing decisions. AI in
marketing decision making.
BENEFITS:
•
Increased speed of decision making, especially in response to new data being available
or competitive threats emerging.
•
Identification of missing data.
•
Incorporation of learning from experience.
•
Higher Quality Management.
It is based on the analysis framework proposed by stone and woodcock (2014) for analyzing
the Impact of digitalization but applied to AI.
EXAMPLE:
A brewing firm which uses AI to develop more accurate forecasting models, Improved
consumer and customer segmentation and enhanced sales, deploying advanced analytics
capabilities on more than one hundred global data sets, including sales and forecast data, social
media, trade spend, customer and product master data quality and design.
John Bowen’s(1990) book titled as Development in Taxonomy of the services to gain strategic
marketing insights. This article proposed the shortcoming by presenting an empirically based
taxonomy of services developed using seven characteristics common to services. The
placement of the services within the groups of the Taxonomy is based on consumers
perceptions of the services, rather than being arbitrarily placed by the researcher as is done in
the typologies. The consumers perception of services and the resulting taxonomy offer some
useful insights for marketers. Implication for future research include expanding the taxonomy.
7
Beyond its current number of services and testing its usefulness empirically, rather than
evaluating it conceptually.
John Bowen says that the consumers perception of two characteristics, ability to switch firms
and participation in the delivery system offer some useful Insights to marketing consumer
services. The Implication of these perceptions would be discussed at the end of this article.
Dorothe Gerritsen and Ronald Ven Olderen’s (2020) book titled as Events as a Strategic
marketing. This article using an event as a strategic marketing tool implies planning a unique event or
series of event for one or more target groups where people come together, either physically or virtually
at the Invitation or Initiation of a company, government body or non-profit organization. Several of
these elements are reflected in our “Red Bull” example. After all it involves;
• a planned event: the Race and its Spectators.
• a target group: Consumer who are Interested in spectacular adventurous sports.
• an invitation: Red Bull announces to the general public when and where the Races will take place.
• an experience; Spectators experience the excitement and sensation of the race.
Christopher H.Lovelock’s (1983) article titled classifying services to gain Strategic marketing.
This article describes the designing a new service for the development of greater enlightened
in services that group services other than current Industry classification.
According to APA-Lovelock C.H the nature of the relationship between the service
organization and its customer or a pattern of demand relative to supply and then to examine
the implications for marketing action. The categorization schemes proposed in this article
usefully to the marketing. Marketing manages can obtain a better understanding of the nature
of their product.
EXAMPLE:
Take a fine restaurant (vs) a walk-in veterinary, a fine restaurant offers high end food and great
atmosphere and walk in veterinary offers the convenience of buying your pet at any time
without appointment. Now combine both services, for example a walk-in fine restaurant for
days.
Andrew Whalley(2000) article titled Strategic marketing – Marketing effectiveness. This
article describes about the marketing effectiveness depends significantly on communications
effectiveness. According to Andrew Whalley, “the process of planning for a set of
determination that guides or directs the managers of an enterprise to reach their desired long
term market position within a certain target market. Andrew Whalley says that the strategic
marketing planning process consists of the sequential activities.
8
Research > SWOT Analysis > Forecasting market and sales > Objective setting > Research
and Designing strategic [Market Segmentation, Product Positioning] > Strategic Marketing
program
EXAMPLE:
The marketing communications mix is madeup of personal selling, a range of conventional
advertising media and a range of non-media communication tools. ‘Routing’ space on
television, newspaper, poster, radio etc.
Truong, Y., Simmons’s (2008) article titled as Status and Conspicuous are related to strategic
marketing. IN 1990s the bmarket has been growing vaey fast Boston consulting group reached
$840 billion worldwide in 2005.the luxury institute has suggested to reach one trillion in
2010.The increasing the number of new luxury goods made improving the quality
management phenomenon may be referred to as the democratization of luxury. Status today is
also conveyed in more of “waste” to “taste”- the new luxury goods being more affordable and
accessible… IN this we have to know about the
• New luxury brands
• Status and conspiousness
• Research aim
• Methodology
• Item generation
• Brand selection
• Design
• Result
Karolina Ilieska’s (2013) article titled as Customer Satisfaction as a base for strategic
marketing management.
1.
Importance of the customer satisfaction: The importance of the customer satisfaction is
the behaviour the person is used as a factor for making marketing mix of their needs. The
company want to have in mind that the consumer wants to get satisfied of the product.
2.
Strategic marketing management with customer satisfaction: Customer satisfaction
program measuring and tracking satisfaction developing profile of strengths and weaknesses.
3.
customer satisfaction index: Is the customer’s feelings of pleasure or disappointment
resulting from comparing a product’s perceived performance. The consumer satisfaction index
in macedonian passenger transport is csi 66%<80.4%...
9
Jorge Mongay’s (2006) article titled as Strategic marketing- review on concepts and
boundaries. There are 12 authors were given their different definitions from 1973 to 1993 so
for strategic marketing we have different kind os definitions. “Understanding the strategic
sitution confronting an organization is an essential starting point in developing a marketing
strategy”. Converge in a base of subjects
• Objectives
• Profitability
• Analysis
• Planning process Conclusion on both lines of though:
The classic school of thought lends to unify and help to clarify the understanding of the term.
Initial aspects of stretegic marketing: This section covers the aspects to take into account when
analysing strategic marketing.
Jaakkola, M., Möller, K., (2010) article titled as Strategic marketing and business
performance. Market efforts and know how are instrumental is commercializing ideas and
inventions and in running successful business. Another critical aspect in the strategic
marketing research is the dominance of goss sectional research design Theoretical
Background: In 1992 webster suggests that the distinction between marketing and strategic
planning is blurred and the performers of these function are increasingly the same. the present
study finds theoretical ground in the resources-based view (RBV)of the firm.
Conceptual model and Hypotheses: The result of certain previous research are considered in
the following as the hypothesis are developed. Market orientation • Innovation orientation •
Marketing capabilities • Sustainable competitive advantage • Business performance
Raluca-Dania Todor’s (2014) article titled as importance of branding and rebranding in
Strategic marketing. Introduction: Technological development will continue to level the
competitors so it will become increasingly difficult and uncertain the success based only on
product quality. Raising the level OF BRANDING TO AN ACADEMIC INITIATIVE BY
CREATING THE MARKETING. Objectives: It
connects the importance of branding strategy and the strategic marketing. Consideration
regarding branding: Branding infrastructure has advanced enormously giving rise to various
types of entities, ranging from branding consultants Branding strategy-part of strategic:
It is process of systematic and permanent review of market needs and it helps company to
develop the competitive product for groups of buyers Rebranding strategies: -The brand has a
confusing image or the image is nonexistent. The main benefit of the brand has transformed
10
from a differentiating benefit in a cost one.
Kamal Naser’s (1997) article titled as strategic marketing management. Since the principles of
Islamic finance were laid down in the holy quran 14 centuries ago many Islamic oil exporting
countries experienced a growth in the economics - To call for a unified Islamic political and
economic system that could have a significant impact on the pattern of inter nation trade.
Reasons behind the prohibition of riba : The quran prohibits muslims from paying or receiving
interest . Be it as it may however it is evident that the concept of interest is rejected on the
ground of equity. Advantages of Islamic banks: Compared with the non-islamic banking
system Islamic banking result in a more just and equitable distribution of resources further
interest charges may bring financial problems to borrowers.
The Islamic banking system of marketing strategy: It has nevertheless attracted the attention of
many investors around the world from a strategic point of view this could be both pros and
cons at same time. Previous studies on marketing effectiveness: Analysis of the end result
which is impaired by the difficulty of determining the causes of the result and planning had
effects on the come. The assumption approach which holds that planning is of benefit merely
because it is used.
Stefko R, Kiralova A, Mudrik M (2015) article titled as Strategic marketing planning for
football clubs. A value-based analysis. This article is about clubs facilitating about football
facilitating about clubs providing training to the players.
Some of the persons against to this clubs Glader Heijden in 1992 if starting any business there
will opposite business there will be opposite competitions is there but we should have
challenge and improve our business goals.
Ayub A, Razzaq A, Aslam A’s (2000) article titled as Strategic marketing communication in
pilgrimage tourism. Pilgrimage tourism is one of the oldest forms of tourism through tourism
lot of people getting employment opportunity to get revenue by seasonal basis visiting
historical places we remembering our accentors.
In this marketing idea applied by entrance fees to Museum place through marketing of tourism
revenue is generating UNTO giving permission to visit dangerous geographical regions.
Communication is very essential one in the tourism. Tourism leads another way of revenue to
the unemployed person.
Chae, M.S, Hill’s (2000) article titled as SWOT analysis as mediator in Strategic marketing
11
planning. This article contains of strategic marketing evaluating SWOT analysis. marketing
planning is very essential in marketing sector without planning in marketing it is very tough
thing because coemption will increase in society. Marketing intelligence it plays vital role to
develop marketing intelligence is collecting some data SWOT evaluating analysis describes
about S: Strength W: Weak O: opportunity T: threats Strength of a marketing is marketing mix
that is
•
Product
•
Place
•
Price
•
Promotion
Demand of the product, fixing reasonable price, providing promotion. Opportunity. Problems
creates opportunity to develop our business.
Wilson H N’s (1990) article titled as development in expert’s system and strategic marketing
planning. This article describes about state of art development in experts’ system strategic
planning. In 1980 Japanese are the top expert’s system they proved technologies EEC invited
E sprit marketing intelligence helps develop like this EEC.
Purpose and structure of the paper is outside progress of EXMAR section 4 denotes feedback
Vrontis D, Thrassou A’s (2014) article titled as strategic marketing planning index. This article
contains about tool for measurement strategic marketing effectiveness the study of managerial
tool called marketing index. The service industry such as places using this tool making
effectiveness in marketing, Marketing manages are using different tools developing strategic
marketing effectiveness.
Phillips P A, Moutinho L’s (1998) article titled as Strategic marketing planning – theory and
practice. This article describes marketing theory and planning marketing planning is about
marketing mix planning for best marketing plans such as planning for develop their products
and planning in correct location to sell the products position marketing planning is the thesis
of SMITH ‘S PHD (2003) he organised and invited position marketing planning
Gabriel O Ogunmokn -Elaine chenshsin Tang’ s (2012) article titled as effects of strategic
marketing planning behaviour on the performance. This article studies about the extent to
which the strategic marketing planning activities performed by these small to medium sized
business organisations were written down is related to the level of performance. Organisations
12
with the high level of performance tend to write down to the great extent their business
mission marketing objectives in the area of market chat products or services and distribution
compared to the organisation with a low level of performance.
Moreover, this study also found that the extent to which firms carried out the various strategic
marketing planning process activities such as gathering external information setting profit
objectives in areas such as market share pricing promotion distribution developing an action
plan for achieving objectives and monitoring the results of planning
Demetris Vrontis, Pavlos pavlou’s (2008) article titled as external environment and its effects
on strategic marketing planning. This article describes the effective marketing strategies and tactics
can be developed without firstly analysing the environment in which the company operates these
groups of elements include the PESTLE structure of the market and competition being faced as well as
analysis. McDonald’s is not making a onetime standardised global choice but it is striking to find a
balance the goals of reducing costs and complexity lead McDonald’s to consider with respect to
mcdonald’s strategy.
The company’s effectiveness and profitability are obviously well supported by the strong competitive
position and market share in their primary product market.
McDonald’s portfolio of products is well managed and in choose the best fit between the company’s
strength and weakness and for offsetting the threats.
Charles Little’s (2012) article titled as Strategic marketing for non – profit organization. This
article in scripts the role of nonprofit marketing, Strategic marketing planning is a nonprofit
organisation, Creating the unique marketing mix, Organising, developing and utilising human
resource, Acquiring and using unique marketing information, Segmenting, position and
branding of nonprofit organisation, Budget planning for nonprofit activities, formulating
communication strategies, Managing the media.
Constantinescu Mihaela’s (2004) article titled as strategic planning in sports sector. This
article represents the sports organisation have an impact both within the micro in economic
and macroeconomic environment, considering the significant revenues that sport can bring
into the economy. Therefore, coherent and efficient marketing management process need to be
implemented by the organisations leading to a better relationship with the customer and longterm profitability of the organisation. The sports marketing specialist must take into
consideration that the stack satisfied customer is the one that besides having his needs fulfil for
the moment, as also an opportunity to improve his well-being.
13
Brain Smith’s (2004) article titled as strategic planning for medical companies.
This article describes the faces to:
 Understand the quality of marketing strategy making in medical markets
 To explain the reason for any observed weakness
 To make practical recommendations to medical marketers seeking to improve their strategic
marketing.
Toward the final aim this works substantially to revise the traditional prescription to use one
usually rational planning approach to marketing strategy making process that is to their own
particular market and organisational culture and then secondly implement that process before
finally testing the strategy to be implementation.
McCamley, Claire & Auddrey’s (2018) article titled as strategic marketing planning for
heritage tourism. This article deliberates the process of strategic marketing planning,
particularly in relation to horizontal coordination is vital to the effect execution of strategic
marketing functions. In heritage tourism this currently possess a challenge for heritage site
management in these two regions.
The key process required to carry out strategic marketing planning for heritage tourism have
been investigate. This research contributes to the strategy marketing literature by examining
key issues relating to heritage tourism marketing in an emerging distinction. Empirical
findings suggest that coordination between relevant bodies is absolutely crucial to ultimate
action oriented.
Scigliano John’s (1980) article titled as Strategic marketing planning – unique income source.
This article argues how the colleges and other financial institutions could raise funds from
unique dource so that they adopted “business-like approach” when the number of students
leaving colleges was more than the number of students admitted into the colleges.
Decision of the unique funding resource leads to different ideas of commencing educational
marketplace by establishing book store, cafeteria, library, photocopy, computer centre and
some other stores in campus, which flow funds into the administration.
Quality control department also established to solve the queries of the students. Effective
campaigning programmes can help the colleges to boost their strength level among other
colleges.
Elseiver B V’s (2014) article titled as Strategic marketing tool for Global competition. The
article emphasis on how markets compete with each other market in global level. The
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promotional strategies which helped the entities to compete easier than other companies. As of
now there are numerous markets for a single product and it results in the global competition.
In this scenario, the recognised promotional strategies are mostly considered as a core tool for
communication in the global market. Main reason to adopt promotional strategies in marketing
is to collect information and utilising it within the organisational as a part of planning
marketing strategies. There are both tangible and intangible benefits derived from this
promotional activity.
Dav’s (2020) article titled as social media as a Strategic marketing tool. This article affirms
that the effective advertising of a product became so efficient with the help of social media.
Social media is one among the mass media communications and it acts as a bridge between the
producers and end users.
An average of 25% of the world’s companies are becoming successful using social media as a
tool of marketing. It is an electronic word of mouth (E-WOM) where users of it, can also
provide information about the product and services. Thereby the advertisement expenses can
be cut down to some extent and paves the way for effective revenue consumption by the
companies. “C A R E” which refers to Content, Audience, Relevance, Evaluation which all are
the functions of social media in marketing sector.
Shilpa Sindhu, Rahul S Moo’s (2021) article titled as branded content as a strategic marketing
tool. This article emphasizes the significant factors which act as a enabler for the branded
content which is strategically used by the marketers. Total interpretative structural modelling
(TISM) and decision-making trial and evaluation laboratory states that branded is an efficient
marketing tool.
During the outbreak of pandemic region COVID-19, that has high impact on the marketing
and service sector is the visible indication of change in consumer behaviour and marketing
activities. In 2020, they recognised the sudden upsurge of online buyers. Digital market
becomes unavoidable as more digital content are available even product promotion becomes
easier for the companies.
Marketers are trying to reach closer to the people by providing brand information via a video,
an article, an audio visual, a blog etc. Brand content focuses on brand image. Brand content
has five areas i. Choice, ii. Deliverable iii. Engagement iv. Mode of delivery v. Value.
Elseiver B V’s (2015) article titled as social media implementation as a strategic tool in
tourism sector. This article studies about how various tools of marketing strategies is being
implemented in the tourism sector through social media. As we know, social media helps to
15
promote various products and services it also takes people on a virtual tour on the different
geographic locations across the world through blogs, audio visuals, photographs etc. A
strategy to make people visit the places is by the means of communicating the history of those
ancient places and with a story. It is also termed as “e- experience”.
Organisation having their own websites can easily keep their customers up to date where it is
enables, online chat rooms, discussion boards, query solution, digital video overview, contents
of the services etc. They found that companies are employing social media as the potential tool
to target the customers around the world. Inter relation among the members and a sense of
belonging in their virtual communication even if the people don’t meet with each other person.
Frantisck Milichovsky’s (2014) article titled as strategies make marketing effective. Here they
define the marketing effectiveness as the function whereby the marketers achieve better results
by optimising their own marketing resources. Strategic marketing is included in the strategic
management which helps in the company’s improvement in market share. Now in the
developed era, the corporate environment has become more difficult them in the past due to
the global sources and slow down the economic growth.
Strategic management includes – Marketing, Participation, Operation, Global, Organisation.
Many companies are in the competition for a single product, so that it requires a strategical
decision in order to make their company product “best” as compared to others. They came to
find that the marketing effectiveness comprises of five components:
i. Customer philosophy
ii. Strategic orientation
iii. Integrated marketing
iv. Operational efficiency
v. Adequate marketing information
2.2 OBJECTIVES
The specific objectives of this research are to obtain the following information.
i.
To study the demographic profile of consumers.
ii.
To determine the factors influencing the purchasing decision of the consumers.
iii.
To identify the impacts of marketing strategies and marketing mix.
16
CHAPTER Ⅲ
RESEARCH METHODOLOGY
17
RESEARCH METHODOLOGY
The purpose of this paper is to study the impacts of marketing strategies as a marketing
technique for the marketer in this consumer orientation era. Various cases where under study
and many marketing strategies were evolved over a period of time. Research was done
regarding the strategic tools being used in the different sectors i.e hotel, tourism, education,
medical, finance, corporate.
To achieve answers for this research, we were conducted or received feedback from the
consumers about the effects they are facing because of strategies. Here we have observed the
impacts of promotion, pricing, product strategies on consumers. Pricing is the core factor in
influencing the purchase decision of the consumer. Pricing of products/services varies
according to its nature of availability, reliability, durability, quality, and also various others
factors includes cost incurred to produce the product, transportation cost, mode of selling.
Based on the competitive environment pricing varies.
Promotion is necessary for developing the market for new product. People get to know about
them via social media or traditional media or through word-of-mouth. Promotion and pricing
are directly proportional to each other. With minimum promotional expenses, the product can
be promoted effectively and efficiently and also results in the economical pricing structure of
the product/services. However, this paper focuses on the issues regarding:
a)
How marketing strategies influence the people in making their purchasing decision?
b) How people came to know about the new product?
c)
Whether it is cost efficient and effective using promotional strategies?
d) How the price of the product differs in online and retail stores?
 DESCRIPTIVE RESEARCH
In this paper we are studying in detail on the characteristics of the population. We are more
focusing on “what” than “why”. We have a clear-cut vision on the subject of What. It is a mere
depiction of nature of demographic segmentation of product/services. We here analysing the
results from the survey collected for the quantitative research in the form of mathematical
interpretation i.e statistics and population sample.
RESEARCH INSTRUMENT
Questionnaire
RESEARCH APPROACH
Survey method
RESPONDENTS
In and around Vellore
18
 SAMPLING METHOD: STRATIFIED RANDOM SAMPLING
In order to reduce the population heterogeneity or diversity of the population/ sample.
Population will be divided into two sub groups which known as Strata. Acquiring simple
random sampling from each group known as Stratum. Collection of data in each sampling unit.
Here I have taken “N” overall population sample N = 81, and from that “n” samples are
selected from each age group n = 10. We have taken samples from two ages groups i.e below
30 years, above 45 years from the respondents.
(i) Below 30 years = 76 out of 81, (ii) above 45 years = 5 out of 81. From (i) stratum we can
take sample after every 9th person, so we could have 8 samples from (i) stratum. And from (ii)
stratum, for every 1st person, we can choose the sample. Hence samples from stratum (ii)
would be 2 and in total 10 samples are gathered from the overall population.
 DATA DESIGN:
PRIMARY DATA
Some of the core designs for the analysing descriptive data are data collection, measurement
of data, data analysis. Theory based design method created by gathering, analysing and
presenting the data collected. This primary data acquired from surveying the target customers
which can be provide insights into the why and how of research. We have collected the
demographic data on consumers and also their choices and preferences through questionnaire.
SECONDARY DATA
Information that is already public is referred to as secondary data since it has already been
obtained and reviewed by another entity. These types of data sources can also be used by
researchers to collect secondary data for their own needs as sources of second-hand
knowledge.
 STATISTICAL ANALYSIS:
SAMPLING:
In statistical analysis, sampling is the procedure by which researchers select a specific number of
observations from a larger population. The sample strategy will depend on the sort of study being
done, although it may involve systematic sampling or just plain random sampling.
The sample size is selected for the study of implications on consumers towards strategic
marketing. The techniques of sampling in this study are convenience sampling.
CONVENIENCE SAMPLING:
It is a technique whereby sample units are selected mostly based on the researcher.
19
STATISTICAL TOOL USED:
Simple percentage analysis
SIMPLE PERCENTAGE ANLYSIS:
A figure or ratio that may be stated as a fraction of 100 is a percentage. If we need to calculate a
percentage of a number, we should divide it by its entirety and then multiply it by 100. The
proportion therefore refers to a component per hundred. Per 100 is what the word percent means.
The letter "%" stands for it.
Percentage of the respondents = 𝑁𝑜 𝑜𝑓 𝑟𝑒𝑠𝑝𝑜𝑛𝑠𝑒𝑠 / 𝑇𝑜𝑡𝑎𝑙 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠 ∗ 100
20
CHAPTER Ⅳ
DATA ANALYSIS
21
DATA ANALYSIS
SAMPLE UNIT: CUSTOMERS
SAMPLE SIZE: 81
DATA COLLECTION METHOD: PRIMARY DATA
4.1 Classification based on Gender of Respondent.
CHART 4.1
Table 4.1
SI. No.
Gender
Frequency
Percentage
1
Male
50
61.7
2
Female
31
38.3
81
100
TOTAL
INTREPRETATION:
Table 4.1 reveals that the classification based on gender of the responder were the frequency 50
are male and 31 are female. The pie chart shows that 61.7% are male and 38.3% are female. Male
respondents are more than the female respondents.
22
4.2 Classification based on age group of respondents.
CHART 4.2
Table 4.2
SI. No.
Particulars
Frequency
Percentage
1
15 – 30 years old
78
96.3
2
30 – 45 years old
3
3.7
3
45 – 60 years old
NIL
NIL
81
100
TOTAL
INTERPRETATION:
Table 4.2 reveals the classification based on age group of the respondents. 96.3% that is 78
respondents belong to the age group between 15 – 30 years old, 3.7% that is 3 respondents belongs
to age group between 45 – 60 years old and none of the respondents were between 30 – 45 years
old. That the most of the respondents age between 15-30 years old.
23
4.3 Classification based on the marital status.
CHART 4.3
Table 4.3
SI. No.
Marital Status
Frequency
Percentage
1
Married
3
3.7
2
Single
76
93.8
3
Prefer not to say
2
2.5
81
100
TOTAL
INTERPRETATION:
Table 4.3 reveals that the classification based on marital status of the respondent. The frequency of
3 are married, 76 are unmarried/ single and 2 has preferred not to say are female. The pie chart
shows that 93.8% are unmarried, 3.7% are married and 2.5% preferred not to say. Seems to have
more unmarried respondents.
24
4.4 Classification based on monthly income of respondents.
CHART 4.4
Table 4.4
SI. No.
Income
Frequency
Percentage
1
₹0 - ₹10000
73
90.1
2
₹10001 - ₹25000
1
1.2
3
₹25001 - ₹50000
3
3.7
4
₹50001 - ₹100000
1
1.2
5
More than 1 Lakh
1
1.2
6
Unemployed
2
2.5
81
100
TOTAL
INTERPRETATION:
Table 4.4 depicts the monthly income of the respondents. 90.1% that is 73 respondent’s monthly
income is below 10,000, 3.7% that is 3 respondent’s monthly income is between 25001 – 50000,
2.5% that is 2 respondents are unemployed, 1.2% that is 1 respondent’s monthly income between
10001 – 25000, 1.2% that is 1 respondent’s monthly income between 50001 – 100001 and 1.2%
that is 1 respondent’s monthly income is more than 1lakh. We can assume between 0 – 10000
earning respondents are answered the survey.
25
4.5 Classification based on how social media influence purchase decision.
CHART 4.5
Table 4.5
SI. No.
Consumer’s Preference
Frequency
Percentage
1
Yes
66
81.5
2
No
15
18.5
81
100
TOTAL
INTERPRETATION:
In table 4.5 reflects the classification based on how social media influence purchase decision. 66
respondent’s decision that is 81.5% have influenced by social media and 15 respondent’s decision
that is 18.5% have not influenced by the social media.
26
4.6 Classification based on how promotional sector helps to know about new product.
CHART 4.6
Table 4.6
SI. No.
Sector
Frequency
Percentage
1
Social Media
69
85.2
2
Traditional Media
4.9
4
3
Word of mouth
8
9.9
81
100
TOTAL
INTERPRETATION:
In table 4.6 classification based on how promotional sector helps to know about new product.
About 85.2% (69) respondents get to know products through social media, 9.9% (8) respondents
get to know products through word of mouth and remaining 4.9% (4) respondents get to know
products through traditional media.
27
4.7 Classification based on products price in online stores.
CHART 4.7
Table 4.7
SI. No.
Consumer’s Preference
Frequency
Percentage
1
Yes
59
72.8
2
No
22
27.2
81
100
TOTAL
INTERPRETATION:
In table 4.7 classification based on product price in online stores. About 72.8% (59) respondents
think products price are cheaper in online stores where as 27.2% (22) respondents don’t think that
products price is cheaper in online stores.
28
4.8 Classification based on offering free items along with product to attract customers.
CHART 4.8
Table 4.8
SI. No.
Consumer’s opinion
Frequency
Percentage
1
Strongly Disagree
5
6.2
2
Disagree
4
4.9
3
Neutral
20
24.7
4
Agree
33
40.7
5
Strongly Agree
19
23.5
81
100
TOTAL
INTERPRETATION:
In table 4.8 classification based on offering free items along with product to attract customers.
40.7% (33) respondents agreed with the statement, 24.7% (20) respondents have neutral opinion,
23.5% (19) respondents have strongly agreed, 4.9% (4) respondents have disagreed and 6.2% (5)
respondents has strongly disagreed with the statements.
29
4.9 Classification based on convenience in purchasing product.
CHART 4.9
Table 4.9
SI. No.
Consumer’s Convenience
Frequency
Percentage
1
Online Shop
40
49.4
2
Physical Store
41
50.6
81
100
TOTAL
INTREPETATION:
In table 4.9 classification based on convivence of purchasing product. 50.6% (41) respondents
have chosen physical stores has an easier way to purchase product where as 49.4% (40)
respondents has chosen online shop has an easier way to purchase product.
30
4.10 Classification based on social media as a major promoting platform for new product.
CHART 4.10
Table 4.10
SI. No.
Consumer’s opinion
Frequency
Percentage
1
Strongly Disagree
5
6.2
2
Disagree
2
2.5
3
Neutral
21
25.9
4
Agree
40
49.4
5
Strongly agreed
13
16
81
100
TOTAL
INTERPRETATION:
In table 4.10 classification based on social media as a major promoting platform for new product
nearly 49.4% (40) respondents have agreed with the statement, 25.9% (21) has neutral opinion
with statement, 16% (13) respondents have strongly agreed with the statement, 2.5% (2)
respondents have disagreed with the statement and 6.2% (5) respondents have strongly disagreed
with the statements.
31
4.11 Classification based on exciting sales/offer provided by online shops and physical stores.
CHART 4.11
.
Table 4.11
Consumer’s
SI. No.
Preference
Frequency
Percentage
1
Yes
48
59.3
2
No
33
40.7
81
100
TOTAL
INTERPRETATION:
In table 4.11 classification based on exciting sales/offer provided by online shops and physical
stores. About 59.3% (48) respondents have chosen exciting sales provided by online stores are
best where as 40.7% (33) respondents have chosen exciting sales provided by physical stores.
32
4.12 Classification based on new and unique products available in online stores
CHART 4.12
Table 4.12
SI. No.
Consumer’s opinion
Frequency
Percentage
1
Physical Retail stores
10
12.3
2
Online stores
71
87.7
81
100
TOTAL
INTERPRETATION:
In table 4.12 classification based on new and unique products available in online stores. About
87.7% (71) respondents have chosen online stores for new products availability where as 12.3%
(10) have chosen physical stores for new products availability.
33
4.13 Classification based on switching to online stores from physical stores.
CHART 4.13
Table 4.13
Consumer’s
SI. No.
Migration
Frequency
Percentage
1
Before Pandemic
33
40.7
2
After Pandemic
48
59.3
81
100
TOTAL
INTERPRETATION:
In table 4.13 classification based on switching to online stores from physical stores. 59.3% (48)
respondents have switched to online stores after pandemic where as 40.7% (33) respondents have
switched to online stores before pandemic.
34
4.14 Classification based on product price and quality.
CHART 4.14
Table 4.14
SI. No.
Consumer’s opinion
Frequency
Percentage
1
Product’s Price
33
39.5
2
Product’s capabilities
49
60.5
81
100
TOTAL
INTREPRETATION:
In table 4.14, classification is based on product’s price and quality. About 60.5% which is 49
respondents have chosen product’s capabilities over reduction in price by the seller and 39.5%
which is 32 respondents have chosen product’s price over its capabilities.
35
4.15 Classification based on Purchase decision.
CHART 4.15
Table 4.15
SI. No.
Consumer’s Decision
Frequency
Percentage
1
Based on Quality
66
81.5
2
Based on Price
15
18.5
81
100
TOTAL
INTREPRETATION:
In table 4.15, classification is based on the purchase decision of the consumer. 81.5% which is
nearly 66 respondents have chosen that based on the quality, purchase decision would made and
18.5% which is nearly 15 respondents have chosen that based on the price the purchase decision
would made.
36
4.16 Classification based on innovation of the existing product.
CHART 4.16
Table 4.16
SI. No.
Consumer’s opinion
Frequency
Percentage
1
Strongly disagree
4
4.9
2
Disagree
5
6.2
3
Neutral
35
43.2
4
Agree
33
40.7
5
Strongly Agree
4
4.9
81
100
TOTAL
INTREPRETATION:
In table 4.16, classification is based on the innovation of the new product. 43.2% (35) respondents
have neutral opinion on the uniqueness of the product, 40.7% (33) respondents have agreed to the
uniqueness in the product, 6.2% (5) respondents have disagreed to the uniqueness of the product,
4.9% (4) respondents have strongly disagreed to the statement and 4.9% (4) respondents have
strongly agreed to the statement.
37
4.17 Classification based on cost of living of the customer.
CHART 4.17
Table 4.17
SI. No.
Consumer’s Preference
Frequency
Percentage
1
Yes
60
74.1
2
No
21
25.9
81
100
TOTAL
INTREPRETATION:
In table 4.17, classification is based on the cost of living of the consumers. About 74.1% which is
60 respondent’s purchase decision is affected by their cost of living and remaining 25.9% which is
21 respondent’s purchase decision is not affected by their cost of living.
38
4.18 Classification based on preferring promotion platform.
CHART 4.18
Table 4.18
SI. No.
Consumer’s Preference
Frequency
Percentage
1
Social media
67
82.7
2
Traditional media
11
13.6
3
Campaign
3
3.7
81
100
TOTAL
INTERPRETATION:
In table 4.18, classification is based on the preferring the promotional platforms. Around 67
(82.7%) respondents have selected the social media platform, 11 (13.6%) respondents have chosen
traditional media and 3 (3.7%) respondents have chosen campaigning platform for promoting their
products.
39
4.19 Classification based on benefits of advertisement on social media.
CHART 4.19
Table 4.19
Consumer’s
SI. No.
opinion
Frequency
Percentage
1
Yes
59
74.7
2
No
22
25.3
81
100
TOTAL
INTREPRETATION:
In table 4.19, classification is based on the benefits of the advertisement on the social media.
About 74.7% (59) respondent’s purchase decision have influenced from the advertisement on
social media and 25.3% (22) respondent’s purchase decision haven’t influenced by the
advertisement on social media.
40
4.20 Classification based on comparison between online stores and physical stores.
CHART 4.20
Table 4.20
SI. No.
Consumer’s opinion
Frequency
Percentage
1
Wider choice
35
44.3
2
Convenience
37
46.8
3
Cheaper rate
28
35.4
81
100
TOTAL
INTERPRETATION:
In table 4.20, classification is based on comparison between online stores and physical shops.
Nearly 44.3% that is 35 respondents think that online shop has wider choice, 46.8% that is 37
respondents think that online shops are convenient and 35.4% that is 28 respondents think product
offered in online shops are at cheaper rate.
41
CHAPTER Ⅴ
FINDINGS, SUGGESTIONS AND CONCLUSION
42
5.1 FINDINGS
From the above questionnaire about the impacts of strategies, we came to know that both
promotional and pricing strategies plays a core role in influencing the decision making of the
consumers. Most of the respondents were between the age group of 15-30 years which means
people who are currently studying and working are consuming products/services because of
efficient and effective strategies.

The classification based on gender of the responder were the frequency 50 are male and 31
are female the pie chart shows that 61.7% are male and 38.3% are female. Seems to have
more male respondents than female respondents.

The classification based on age group of the respondents as 96.3% that is 78 respondents
belong to the age group between 15 – 30 years old, 3.7% that is 3 respondents belongs to
age group between 45 – 60 years old and none of the respondents were between 30 – 45
years old. That the most of the respondents age between 15-30 years old.

The classification based on marital status of the respondent the frequency of 3 are married, 76
are unmarried/ single and 2 has preferred not to say are female. The pie chart shows that 93.8%
are unmarried, 3.7% are married and 2.5% preferred not to say. Seems to have more unmarried
respondents.

The monthly income of the respondents as 90.1% that is 73 respondent’s monthly income is
below 10,000, 3.7% that is 3 respondent’s monthly income is between 25001 – 50000,
2.5% that is 2 respondents are unemployed, 1.2% that is 1 respondent’s monthly income
between 10001 – 25000, 1.2% that is 1 respondent’s monthly income between 50001 –
100001 and 1.2% that is 1 respondent’s monthly income is more than 1lakh. We can
assume between 0 – 10000 earning respondents are answered the survey.

The classification based on how social media influence purchase decision as 66
respondent’s decision that is 81.5% have influenced by social media and 15 respondent’s
decision that is 18.5% have not influenced by the social media.

The classification based on how promotional sector helps to know about new product about
85.2% (69) respondents get to know products through social media, 9.9% (8) respondents
get to know products through word of mouth and remaining 4.9% (4) respondents get to
know products through traditional media.

The classification based on product price in online stores about 72.8% (59) respondents
think products price are cheaper in online stores where as 27.2% (22) respondents don’t
think that products price is cheaper in online stores.

The classification based on offering free items along with product to attract customers as
40.7% (33) respondents agreed with the statement, 24.7% (20) respondents have neutral
43
opinion, 23.5% (19) respondents have strongly agreed, 4.9% (4) respondents have
disagreed and 6.2% (5) respondents has strongly disagreed with the statements.

The classification based on convivence of purchasing product as 50.6% (41) respondents
have chosen physical stores has an easier way to purchase product where as 49.4% (40)
respondents has chosen online shop has an easier way to purchase product.

The classification based on social media as a major promoting platform for new product as
49.4% (40) respondents have agreed with the statement, 25.9% (21) has neutral opinion
with statement, 16% (13) respondents have strongly agreed with the statement, 2.5% (2)
respondents have disagreed with the statement and 6.2% (5) respondents have strongly
disagreed with the statements.

The classification based on exciting sales/offer provided by online shops and physical stores
about 59.3% (48) respondents have chosen exciting sales provided by online stores are best
where as 40.7% (33) respondents have chosen exciting sales provided by physical stores

The classification based on new and unique products available in online stores about 87.7%
(71) respondents have chosen online stores for new products availability where as 12.3%
(10) have chosen physical stores for new products availability.

The classification based on switching to online stores from physical stores as 59.3% (48)
respondents have switched to online stores after pandemic where as 40.7% (33) respondents
have switched to online stores before pandemic.

The classification is based on product’s price and quality about 60.5% which is 49
respondents have chosen product’s capabilities over reduction in price by the seller and
39.5% which is 32 respondents have chosen product’s price over its capabilities.

The classification is based on the purchase decision of the consumer as 81.5% which is
nearly 66 respondents have chosen that based on the quality, purchase decision would made
and 18.5% which is nearly 15 respondents have chosen that based on the price the purchase
decision would made.

The classification is based on the innovation of the new product as 43.2% (35) respondents
have neutral opinion on the uniqueness of the product, 40.7% (33) respondents have agreed
to the uniqueness in the product, 6.2% (5) respondents have disagreed to the uniqueness of
the product, 4.9% (4) respondents have strongly disagreed to the statement and 4.9% (4)
respondents have strongly agreed to the statement.

The classification is based on the cost of living of the consumers about 74.1% which is 60
respondent’s purchase decision is affected by their cost of living and remaining 25.9% which is
21 respondent’s purchase decision is not affected by their cost of living.

The classification is based on the preferring the promotional platforms around 67 (82.7%)
44
respondents have selected the social media platform, 11 (13.6%) respondents have chosen
traditional media and 3 (3.7%) respondents have chosen campaigning platform for
promoting their products.

The classification is based on the preferring the promotional platforms around 67 (82.7%)
respondents have selected the social media platform, 11 (13.6%) respondents have chosen
traditional media and 3 (3.7%) respondents have chosen campaigning platform for promoting
their products.

The classification is based on the benefits of the advertisement on the social media about 74.7%
(59) respondent’s purchase decision have influenced from the advertisement on social media
and 25.3% (22) respondent’s purchase decision haven’t influenced by the advertisement on
social media.

The classification is based on comparison between online stores and physical shops nearly
44.3% that is 35 respondents think that online shop has wider choice, 46.8% that is 37
respondents think that online shops are convenient and 35.4% that is 28 respondents think
product offered in online shops are at cheaper rate.
5.2 SUGGESTIONS
Create a marketing implementation strategy by following these stages, regardless of the
marketing methods you're using:
To establish objectives, timetables, teams, and budgets that are reasonable, start by reading
about various marketing strategies and speaking with professionals. Examine potential risks to
the campaign as well as additional concerns, such as team availability, resource delivery,
training, etc.
Make sure your marketing execution plan is in line with your overall marketing strategy. You
must adapt if there are any areas where the two don't overlap.
What will you need to put your marketing strategy into action? These are your options. This
comprises software developers, project managers, technical staff, graphic designers, and
authors of content. Decide which resources you already have on hand and which you'll need
from outside. It may be necessary for you to get into a contract with an outside agency or
consultant. A number of strategies will be part of your marketing plan. To ensure you don't
forget anything, you must record each one, and you must provide the project team with this
information.
As a result, customers behave profitably and with unity of purpose. Write a summary of each
marketing approach in your plan that addresses the who, what, why, and how. To make the
marketing implementation strategy more understandable, give it a graphic depiction. This may
be done by creating a timeline or by using Kanban boards to display the workflow. Goals
45
should include quantifiable outcomes and milestones in addition to being realistic and
connected with the strategic strategy. In order to compare your actual success with the
marketing implementation strategy, you must first establish a baseline.
Never forget that communication is the lifeblood of marketing execution strategy. Success in
marketing management depends on your ability to communicate the marketing execution
strategy with your team and keep them engaged wherever they are. Before you abandon a
marketing strategy because it isn't yielding the expected results, look for methods to make it
better. Small adjustments can occasionally have a large impact.
For instance, improving your pay-per-click advertising's targeting and text can increase
conversion rates. Alternately, you may experiment with various text or designs for your
landing pages to see if you can increase conversions. Don't skip this crucial phase if you want
to give your brand momentum. Informing your employees that your marketing efforts are
having an impact may greatly improve morale and help your business gain tremendous
momentum. Additionally, it's a smart idea to recognise your staff for achieving milestones and
objectives.
5.3 CONCLUSION
In the past decade, determining the impacts of marketing strategies have become increasingly
important both to marketers and consumers. Although having and spending huge promotional
budgets allows greater impacts in the market for the products/ services, stating that no other
technique can overcome the effect.
There are different strategies and mix, their application should be appropriate in any marketing
sector where entity operates and their target audience. From the study, it was understood that
the product offered in the online shops are better with minimal cost and maximum varieties.
Due to the effective and efficient promotional activities the product price will be reduced and
seems to be lower than the physical retail shops. Some of the well reputed brands also adopts
skimming pricing method, in this case the price of the product will be high in both physical
and online shops.
Many marketers have understood the power of marketing strategies and because of that they
are diminishing their expenses on advertising and general promotional activities and focus on
earning profits by adopting suitable pricing strategies. In fact, now a days online shops
comprises a million-dollar business. Important to specify the fact that strategies of marketing
not only focus on selling the product/services, but also to promote the product in a structured
way to gain more profit, less expenses. Therefore, the right marketing tools and strategies
facilitates the methodical marketing strategies.
46
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VI
APPENDIX
QUESTIONNAIRE
1.
Email
2.
Name
3.
Gender
a)
Male
b) Female
4.
What is your age?
a)
15 - 30 years old
b) 30 - 45 years old
c)
45 - 60 years old
5.
Marital Status
a)
Married
b) Single
6.
What is your Monthly income?
a) ₹0 - ₹10000
b) ₹10,001 - ₹25,000
c) ₹25,001 - ₹50,000
d)
₹50,001 - ₹1,00,000
e)
More than ₹1,00,001
7.
What is your current employment status?
a)
Student
b) Private Job
c)
Government Job
d) Retired
8.
Whether social media really helps you in your purchase decision?
a)
Yes
b) No
9.
Which promotional sector helps you get to know about new products?
a)
Social media
b) Traditional Media
c)
Word of Mouth
10. Do you think product’s price are cheap and economical in online stores?
a)
Yes
b) No
VII
11. Offering free items, discounts on product, combo offer along with the product attract
consumers/people?
a)
Strongly disagree
b) Disagree
c)
Neutral
d) Agree
e)
Strongly agree
12. According to you, what is an easier/convenient way to purchase a product?
a)
Online shop
b) Physical store (Convenience store)
13. Social media is the major promoting platform for newly discovered product with less promotional
cost?
a)
Strongly disagree
b) Disagree
c)
Neutral
d) Agree
e)
Strongly agree
14. Whether the exciting sales provided by online stores are best, compared to the physical retail
stores?
a)
Yes
b) No
15. New and Unique products are mostly available in
a)
Physical retail stores
b) Online stores
16. When did you switch to online stores from physical shop?
a)
Before pandemic
b)
After pandemic
17. Do
A) Seller compromises you to buy a product by reducing its price (or)
B) Product satisfy you with its capabilities while you purchase in-person?
a)
Option A
b) Option B
18. How you make a purchase decision of a product?
a)
Based on quality
b) Based on price
ⅤIII
19. In this developing period, products are more uniquely designed, innovated, has its useful life over
years?
a)
Strongly disagree
b) Disagree
c)
Neutral
d) Agree
e)
Strongly Agree
20. According to you, whether cost of living affects your purchasing decision?
a)
Yes
b) No
21. If you were a marketer, which media platform would you prefer?
a)
Social media
b) Traditional Media
c)
Campaign
22. Do you think ads. in social media is beneficial for making purchase decision?
a)
Yes
b) No
23. How do you think that online markets are better than physical shops
a)
Wider choice
b) Convenience
c)
Cheaper rate
IX