A study of the growth of internet marketing in indian scenario

Abstract

Internet marketing involves the usage of the Internet to market the sell of goods or services. Considering the internet usage in Asia, it is found that China tops among the Asian countries that followed by Japan and India ranks 3rd in position. The literature review has helped to consider in the present research work aspects like consumer privacy, consumer inclination and consumer personalization in the field of Internet Marketing. Most of the literatures related to Internet Marketing which were referred had the focus on three important perspectives that is, Consumer, Company and 3rd Party Agency. The research undertaken intends to study the phenomena related to the growth and the trends in Internet Marketing. Hence 3 entities namely Consumers, Company and 3rd Party Agency were taken into consideration. The questionnaire was prepared for each entity and the opinion on the questions was derived through personal interviews and through contacts on telephone or emails. The survey conducted involved Consumers of different age, gender and were from different walks of life. The Company respondents were the Executives or Managers while the 3rd Party Agency respondents were the Owners of the organization. The questionnaire designed had more than 30 questions which were grouped into four categories viz. A, B, C and D. The aspects covered under Category A were related to gender, type of occupation and income of the respondents. Aspects like growth and impact of Internet Marketing on the Traditional Marketing were listed in Category B. Category C had aspects related to generation of revenue, incidences of fraud and Government policies in the field of Internet Marketing. Lastly aspect like flexibility within Internet and Traditional Marketing and various other factors which are directly related to form the future trend in the field of Internet Marketing were considered in Category D. Based on the analysis of the data collected following are the highlights of the research work. It is true that the mandatory awareness about internet is necessary for the Internet Marketing. Consumer, Company and 3rd party agency respondents agree regarding mandatory internet awareness for the growth of Internet Marketing in this Study. It was found that majority of respondents Strongly Agree with the view that in present market scenario there is surely the growth of Internet Marketing. The study has revealed that Consumer Strongly Agee the impact of Internet Marketing in todays market scenario. Also the Company and 3rd Party were found to express same opinion. All the respondents Agree that number of players (service providers) in Internet Marketing is bound to increase in the near future, so as to cater to the increasing needs of consumers.