Research Paper Analysis

Subject:

Internet Marketing

vs.

Traditional Marketing

Introduction

• All businesses must implement marketing strategies to attract customers, create a brand image and remain competitive in the marketplace.

• Marketing tools range from traditional mediums, such as print, billboard and broadcast advertising, to high-tech options such as web-based, interactive and email marketing strategies.

• The approach that works best for your business depends on your budget and your target audience.

Total Internet User in World

Position in Asia… A Current View

Status of Indian Internet User

Why Internet Marketing?

•Cost

• Immediacy

•Tracking

•Audience

Traditional Marketing• Traditional marketing is a rather broad category that

incorporates many forms of advertising and marketing. It's the most recognizable types of marketing, encompassing the advertisements that we see and hear every day. Most traditional marketing strategies fall under one of four categories: print, broadcast, direct mail, and telephone.

Magic of 4 P’s in E- Marketing Product : • Product is the most significant component of marketing.

• Whenever consumer wants to see the product physically but it is not possible. Still Online business can have a significant market in it.

Price:• The Price is comparatively lower than the traditional because it has no

storing cost on the product. This is an advantage but competition is very tough as the consumer is searching for information on the net.

Place :• Its every time i.e. Look Matters. So now a days the E commerce

websites are trying to create the atmosphere on their websites which they have in the real stores.

Promotion:• When it comes to endorsing or promoting speed is getting the

message across varies in both.

6 Categories of E- Communication

Research Methodology Adopted

Research Objective :

• To Measure the market penetration of internet marketing with compare to traditional marketing.

• To know an awareness of internet marketing to purchase with compare to traditional marketing.

• To understand the consumer buying patterns through internet marketing options with compare to traditional marketing.

• To explore the various utilities of internet marketing with compare to traditional marketing.

• To decide the online catalog preference of consumers.

• Research Design: It constitutes the blueprints for the data collection, measurement, and analysis of data. In this study the researcher analyzed internet marketing preference with compared to traditional marketing preferences of Gujurat state.

• Descriptive research includes surveys and fact finding enquiry of sampled respondents.

• Sampling Method: The sample was selected randomly from the sub geographical urban areas of Ahemdabad, Baroda, Surat, and Rajkot in Gujurat State.

• Sample Size: In this study 500 respondents were considered.

• Source of Data: To accomplish the objective of the study both secondary and primary source has been used.

Research Methodology Adopted

Research Hypothesis• Research hypothesis provides the base to derive

the research conclusion.

• The significance level of 5% is preferred here

at confidence level ( 1-Alpha) of 95 %.

• This allowed to fix the acceptance region equals to 95% and the rejection region is equal to 5% to accept or reject the null hypothesis H0 .

List of Hypothesis :

• H1 : There is no significant difference between internet buying preferences and personal buying preferences.

• H2 : There is no significant difference between E-catalog preference and Catalog preference.

• H3 : E- purchasing is independent of traditional purchasing.

Hypothesis Testing • In first hypothesis testing the researcher used one of the non

parametric test. From 500 respondents 211 are saying they prefer both,116 are saying they prefer internet buying, & 111 are saying they prefer personal buying but not internet buying and 62 are saying they don’t like the both.

• From the statistics it is found that the value is smaller than mean so null hypothesis is accepted and alternative hypothesis is rejected.

• It means there is no difference in internet buying preference and personal buying preference.

• In Second hypothesis testing the researcher used one of the non parametric test. From 500 respondents 244 are saying they prefer both,117 are saying they prefer Catalog option & 124 are saying they prefer E-catalog but not catalog option and 15 are saying they don’t like both.

• From the statistics it is found that the value is smaller than mean so null hypothesis is accepted and alternative hypothesis is rejected.

• It means there is no difference in E-catalog and Catalog preference. More or less both are same.

• In Third hypothesis testing the researcher used one of the non parametric test. From 500 respondents 187 in number as negative ranks as well as 261 positive ranks, 52 in number are in tie.

• From the statistics it is found that the value is smaller than mean so null hypothesis is accepted and alternative hypothesis is rejected.

• It means E-purchasing option and traditional purchasing option are not same in preference and independent of each other.

• In other test it is found that p value is 0 mean null hypothesis is accepted means internet marketing and it has more preferred value with compare to traditional marketing.

Hypothesis Testing

Observation & Conclusion• Internet is considered as the change agent of Indian consumer

market.

• But it is a nit controversial as far as general tendency is concerned about purchasing through internet. The preference does not change mentality of the consumer as people prefer traditional way and safe to their purchasing.

• It is clear from the statistical study that number of people of Gujurat like to connect themselves with online purchasing option.

• It suggests that online marketing is more prolific than traditional one.

• It is observed that electronic catalog facilities are more preferred to obtain adequate details as well as service than the traditional way.

• So as the highest score goes to internet as the most preferred way of purchasing one from physical store.

• So Online business will be having the brightest and golden future in coming days specifically in Gujurat.