GITAM INSTITUTE OF MANAGEMENT

GITAM UNIVERSITY

PAPER PRESENTATION ON

ONLINE MARKETING

Submitted by Apuroop.M A. Ravi Tej MBA Final Year

Abstract of the Paper The below paper deals with the study of the buying behavior of the young generation. The people had become so internet savvy and tech savvy which has been helping the traders to start many e-outlets in order to market or sell their products. Internet has become very essential to every house hold today which has also helped the young generation to avoid going to the physical market. Online shopping system permits a customer to submit online orders for items and/or services from a store that serves both walk-in customers and online customers. The online shopping system presents an online display of an order cutoff time and an associated delivery window for items selected by the customer. The system accepts the customer's submission of a purchase order for the item in response to a time of submission being before the order cutoff time. The online shopping system does not settle with a credit supplier of the customer until the item selected by the customer is picked from inventory but before it is delivered. Therefore, the customer can go online and make changes to the order. In addition, available service windows are presented to the customer as a function of customer selected order and service types; and further, the order picking is assigned in accordance with a picker's preference.

Introduction For business to consumer marketing, it is "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return". For business to business marketing it is creating value, solutions, and relationships either short term or long term with a company or brand. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable. The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs

and wants of consumers and satisfy these more effectively than competitors. The term developed from an original meaning which referred literally to going to a market to buy or sell goods or services. Seen from a systems point of view, sales process engineering marketing is "a set of processes that are interconnected and interdependent with other functions, whose methods can be improved using a variety of relatively new approaches." Objectives of the Study : To study the buying behavior of Gen-X (Youth segment) with regards to the online shopping.

Methodology: The study is basically carried by gathering the data from the students between the age group of 20 to 27. The data has been collected through a form of a questionnaire which would help me to get a fair idea of what the younger generation prefers to buy. Primary data : 1) Students of various back grounds have been interviewed and responses are gathered from them.

Secondary Data : 1) It has been collected over the net and websites like Google and Wikipedia. Limitations 1) The major limitation of the study is the time factor. As the time is limited the study could not be carried out at a wider prospect. 2) Limited resources like many students not showing interest in responding to the questions or they are not in a position to justify their answers clearly.

Analysis of the study : Respondents Profile Age Below 20yrs : 4 20-30 yrs : 16

1) How often do you purchase Very frequently : 11 Frequently Occasionally : 7 : 2

2) Preference of buying products a) online b) physical market. 14 6

3) What products would like to purchase online a) Clothes b) apparels c) electronic gadgets d) others 3 12 3 2

4).What makes you prefer online shopping. a) Variety b) Cost c) discount factor d) Flexibility of payment 3 2 15

5).Which portal do you use often a) Yebhi 5 b) Flipkart c) Ebay d) Retail online stores. 10 4 1

(6) Preferred mode of payment. (a) Cash on delivery (b) Debit Cards 15 5

(7) Service of the online purchasing stores a) Excellent b) good c) average d) poor 5 12 3 2

(8) Would you suggest online buying to your friends and peers. Yes - 15 No5

Findings : From the above study the following facts are to be observed. 1) Every youngster now prefer online shops because the online stores give them a lot of discounts 2) The online stores also provide people with discounts or promotional offers as a part of their store 3) They also offer various products at lower price too. Suggestions : 1) All the students were asked to be careful while purchasing products online. 2) As they could be a difference in the products shown and which is delivered to the customer, youngsters needs to be cautious at the time of purchase.