PROJECT REPORT

ON
A STUDY ON CUSTOMER SATISFACTION TOWARDS DIGITAL
MARKETING
NALGONDA
SUBMITTED TO:

In partial fulfilment of the requirements for the award of the

Bachelor Of Commerce

SUBMITTED BY:
GUDAPURI SHIVA 230440284051132
GUGULOTH YONATHAN 230440284051133
GUNDEBOINA SHIVA 230440284051134
GUNDEBOINA SRISHANTH 230440284051135

Under the supervision of

M. SAVITHRI
Lecturer in Commerce
DEPARTMENT of COMMERCE

NAGARJUNA GOVERNMENT DEGREE COLLEGE

[A], NALGONDA
2023-2026

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 DEPARTMENT of COMMERCE
BONOFIDE CERTIFICATE

This is to certify that the project entitled ‘A STUDY ON CUSTOMER

SATISFACTION TOWARDS DIGITAL MARKETING’ is a Bonafide
work done by Gudapuri Shiva (230440284051132), Guguloth Yonathan
(230440284051133), Gundeboina Shiva (230440284051134), and Gundeboina
Srishanth (230440284051135). Under my guidance and supervision in
partial fulfilment of the requirements for the award of Degree of Bachelor
of Commerce and it has not previously formed the basis for any Degree,
Diploma and Associate ship or” Fellowship.

PROJECT GUIDE HEAD IF THE DEPARTMENT

EXTERNAL EXAMINER

2
 DECLARATION

We, hereby declare that this Project work on ‘A STUDY ON CUSTOMER

SATISFACTION TOWARDS DIGITAL MARKETING’ is result of original,
independent work carried out by us done during the project time under the guidance of M.
SAVITHRI Lecturer, COMMERCE, Nagarjuna degree college, Nalgonda. The information and data
included in this report is authentic to the best of our knowledge. We are declaring that this project
report has not been submitted elsewhere for any other degree, Diploma and Associate ship or
Fellowship or other similar title of any other university or institute.

Date;
Place;

GUDAPURI SHIVA 230440284051132

GUGULOTH YONATHAN 230440284051133
GUNDEBOINA SHIVA 230440284051134
GUNDEBOINA SRISHANTH 230440284051135

ACKNOWLEDGEMENT

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 We would like to express our utmost gratitude to the
Nagarjuna degree college, Nalgonda for providing opportunity to
us to pursue the project as a partial fulfilment of the
requirements for the [Link] (CA) degree.

We are highly indebted to DR. S. Upender, Principal,

NAGARJUNA

GOVERNMENT DEGREE COLLEGE [A], NALGONDA

We are highly indebted to the DR. NAGARAJU, HOD of the

Department for his immense concern and assistance for the preparation
for this project report.

M. SAVITHRI profound knowledge he and vast experience

have provided us with valuable insights into the intricate
of our project. Her constructive feedback and constant
encouragement have played a pivotal role in growth as
individuals and team. Her ability to challenge us to think
critically and push our boundaries has been truly
inspiring. Thank You, for being exceptional mentor and
for imparting valuable knowledge that will undoubtedly
shape our future endeavours.

Your guidance will always be cherished and remembered.

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 ABSTRACT

Marketing of products or services over the internet. Online Marketing is the

marketing of products or services over the internet & it ties together creative and
technical aspects of the internet, including design, development, advertising and
sale.
Online marketing is used by companies selling goods and services directly to
consumers as well as those who operate on a business to business. Online
marketing, it refers to the techniques which are available to a business market,
promote and advertise their products, services or brand to the World Wide Web.

TABLE OF CONTENTS

CHAPTER NO TITLE PAGE NO:

TITLE PAGE 1

BONAFIDE CERTIFICATE 2

DECLARATION 3

ACKNOWLEDGEMENT 4

ABSTRACT 5

1 INTRODUCTION 7-20

5
1.1
MAIN OBJECTIVES OF DIGITAL MARKETING 8

1.2
SCOPE OF DIGITAL MARKETING 9

1.3 DIGITAL MARKETING 10

1.4
LOGO 11

1.5
METHOD OF ONLINE MARKETING 12

1.6 IMPORTANCE OF ONLINE MARKETING 13

1.7 ADVANTAGES AND DISADVANTAGES OF ONLINE

MARKETING 14

1.8 TYPES OF ONLINE MARKETING 15

1.9 PAY PER CLICK MARKETING 16

1.10 DIGITAL AND VIRAL MARKETING 17

1.11 SOCIAL MEDIA MARKETING 18

1.12 AIDS MODEL 19

1.13
PROBLEM OF ONLINE SHOPPING 20

2. LITERATURE SURVEY 21

3 AIM AND SCOPE 23

4
EXPERIMENTAL OR MATERIAL AND METHODS 24

5 PERFORMANCE ANALYSING 25
6 SUMMARY AND CONCLUSION 27

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7 RESEARCH METHODOLOGY 28

8 DATA ANALYSIS 29

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 CHAPTER - 1

Introduction

Online Marketing is the Art and Science of selling products and services over

digital networks, such as the internet and cellular phone networks. Online

Marketing is becoming a hot topic in every business sector, gradually plays

a truly important role in any company’s multi-channel marketing strategy. It

uses the internet to deliver promotional marketing to consumers. It includes

email marketing, search engine marketing, social media marketing, Many

types of display advertising (including web banner advertising), and mobile

advertising. Like other advertising media, online advertising frequently

involves both a publishers, Other potential participants include advertising

agencies that help generate and place advertisement copy, an advertisement

server who technologically delivers the advertisement and tracks statistics

and advertising affiliate who do independent promotional work for the

advertiser.

Main Objectives of digital marketing:

 Brand Awareness
 Lead Generation
 Promotion for new products & services
 Target Customers

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  Retaining Old customers
 Increase Sales/Profit  Expand Market

 More Website Traffic

 Improve User Experience
 Improve conversions
Scope of Digital Marketing
 Display advertising

 Text advertising

 Web banner advertising

 Search Engine Marketing

 Search Engine

 Optimization

 Sponsored Search

 Social Media Marketing

 Mobile Advertising

 Email Advertising

Digital marketing
Digital marketing is used as the major key tool nowadays to turn the
impact of any small size business into a measurable & huge one. Its impact
is so much high that even small scale business are growing their shares in a
very large market. And why wouldn’t it be? digital marketing provides you
with various tools which make a business to grow & compete in the market.

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Digital Marketing: The approach of marketing gets differ in online
marketing, we use techniques like SEO, SMM, SEM, Content Marketing to
increase the visibility of our business.
The ultimate goal of every business is to get a high number of potential
customers to their doorstep. And for the same objectives of digital
marketing are set by intelligent business owners.

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Method of Online Marketing

 Article Marketing- To build links for your site, enhance your website’s
search engine ranking and getting traffic.

 Forum Marketing- Forum is a place where people gather and discuss their
problems, strategies etc. Again a good traffic builder.

 Search Engine Marketing - This involves search engine optimization of your

website design and content.

 Pay per click Advertising - This is a paid service where you pay the service
provider every time your link is clicked.

 Link Exchange - In this a website places a link for other website in exchange
for its link on that site.

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  Link Purchase - You can purchase placement of your website link on other
website.

 Viral Marketing - Here, you make a useful product like e-book or software,
build some humorous video or funny email and allow people to pass it on
freely

 Join ventures - Here two or more marketers come together and promote a
product or service in a way that it will benefit them all.

 RSS Marketing -Really simple syndication, people can subscribe to these

RSS feeds and can view the content of the website via their RSS reader

 Blog Marketing - Blog is an online journal which can update on regular

basis.

Importance of Online Shopping

Ling, said that customers can take enjoy online shopping for 24 hour per

day. Consumers can purchase any goods and services anytime at everywhere.

Online shopping is user friendly compare to in store shopping because

consumers can just complete his requirements just with a click of mouse

without leaving their home.

Online shopping has some advantages like below

1. Save the Time of The consumers.

2. They can purchase any time anywhere.

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 3. The can compare the price with the others retailers very easily.

4. Compare the advertising price and actual price.

5. They can easily track their product.

6. They can use cash back policy.

Advantages and Disadvantage of Online Marketing Advantages

of Online Marketing

1. One to one approach

2. Cater to specific interests
3. Different content by choice
4. Geo-marketing
5. Relatively inexpensive
6. Global business
7. Measuring statistics is easy 8. Accountability

Disadvantages of Online Marketing

1. Illegal or unethical practices

2. Physical demonstration and needs to be tangible

3. Transparency
4. Cost of Hardware

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Types of Online Marketing

E-Mail Marketing
1. Products through the use of email.

2. There are 2 main ingredients to an effective email marketing campaign.

3. They are to build a large list of people you can email and to write great
emails.

4. The emails should be packed with free value and they should move people
to buy what you are trying to sell

Pay per click Marketing

1. You have to pay for PPC ads.

2. You target certain words and then when those words are searched for on a
search engine such as Google your ad will appear.

3. But you do have to pay every time your homework and find out how to
effectively use PPC.

4. Otherwise, you can easily lose a lot of money in a short amount of time.

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 5. But if you do learn how to use PPC effectively then you can make a lot of
money

Digital & Viral Marketing

Digital Marketing

1. With regards to the Internet, this is the promoting of brands using all forms
of online digital advertising channels to reach consumers.

2. This includes video channels, Internet Radio, mobile phones, display or

banner ads, digital outdoors, and any others form of digital media.

Viral Marketing

1. Marketing Techniques that use social networks to produce an increase in

brand awareness or achieve other marketing objectives (Such as product
sales) through self-replicating viral processes.

2. It can be word-of-mouth delivered or enhanced by the network effect of the

Internet.

3. Viral promotions may take the form of video clips, interactive Flash games,
ebooks, images, or even text messages.

Social Media Marketing

1. Social media is very popular right now and it’s only getting more popular.

2. You can tap into that popularity by using social media to sell your products.

3. Just make sure you don’t SPAM people. In fact, you shouldn’t use any social
media to directly sell anything.

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 4. Just use social media to direct people to other sites where you can then hit
with a sales pitch.

AIDS Model

After a consumer’s Purchase it is very hard to define which advertising

medium was the crucial one for the final purchase. It is important for a

company to know which mediums are worth to keep or to invest.

Before, analysis tools like the so called First-Click-Winner or Last-

Clickwinner were used A customer gets through the following phases before
making a decision: attention, interest, desire and action.

1 A- Attention

Initial point where your brand and/or business is recognized and knowledge.

2 I – Interest

Generating thoughts and discussion about your brand.

3 D – Desire

Communicate your message through the use of social media and email
marketing.

4 A- Action

The stage where the conversion is complete and back to the ‘interest’ stage to
retain them. Your website is responsible for this stage.

Problems of Online Shopping

Online shopping problems are great barrier to the online purchase aim of

customers. General problems include prospect of having credit card. The

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obscurity to confirm the reliability of the provide goods and the risk to buy

a product that it would not value as much as customer pay for it. After-

sales problems, involved difficulty to change not working product with a

new one and products warranty are not assured. Online shopping has

various disadvantages:

1. The customers can not touch and fell of the products when they want to
Purchase.

2. Some time delivery time is so much late.

3. Some time they will pay the shipping charges so why the cost of the product
may increase.

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 Chapter – 2

Review of Literature

A number of research papers and articles provide a detailed insight on Internet

Marketing. The findings from the literature are presented below:- Internet

marketing has been described simply as ‘achieving marketing objectives through

applying digital technologies’ (Chaffey et al., 2009).

Digital marketing is the use of technologies to help marketing activities in order

to improve customer knowledge by matching their needs (Chaffey, 2013). In the

developed world, companies have realized the importance of digital marketing. In

order for businesses to be successful they will have to merge online with

traditional methods for meeting the needs of customers more precisely (Parsons,

Zeisser, Waitman 1996).

Introduction of new technologies has creating new business opportunities for

marketers to manage their websites and achieve their business objectives (Kiani,

1998). Online advertising is a powerful marketing vehicle for building brands and

increasing traffic for companies to achieve success (Song, 2001).

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Expectations in terms of producing results and measuring success for

advertisement money spent, digital marketing is more cost-efficient for measuring

ROI on advertisement (Pepelnjak, 2008). Today, monotonous advertising and

marketing techniques have given way to digital marketing. In addition, it is so

powerful that it can help revive the economy and can create tremendous

opportunities for governments to function in a more efficient manner (Munshi,

2012). Firms in Singapore have tested the success of digital marketing tools as

being effective and useful for achieving results.

(Teo, 2005). More importantly, growth in digital marketing has been due to the

rapid advances in technologies and changing market dynamics (Mort, Sullivan,

Drennan, Judy, 2002). In order for digital marketing to deliver result for

businesses, digital content such as accessibility, navigation and speed are defined

as the key characteristics for marketing (Kanttila, 2004).

Other tried and tested tool for achieving success through digital marketing is the

use of word-of-mouth WOM on social media and for making the site popular

(Trusov, 2009). In addition, WOM is linked with creating new members and

increasing traffic on the website which in return increases the visibility in terms

of marketing. Social media with an extra ordinary example Facebook has opened

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the door for businesses to communicate with millions of people about products

and services and has opened new marketing

opportunities in the market. This is possible only if the managers are fully aware

of using the communication strategies to engage the customers and enhancing

their experience (Mangold, 2009).

Marketing professional must truly understand online social marketing campaigns

and programs and understand how to do it effectively with performance

measurement indicators. As the market dynamics all over the world are changing

in relation to the young audience accessibility to social media and usage. It is

important that strategic integration approaches are adopted in organization’s

marketing communication plan (Rohm & Hanna, 2011). With the above reviews

we can assume that GST is a tax reform which will change the scenario of the

country as a support for this review study Blogs as a tool for digital marketing

have successfully created an impact for increasing sales revenue, especially for

products where customers can read reviews and write comments about personal

experiences.

For businesses, online reviews have worked really well as part of their overall

strategic marketing strategy (Zhang, 2013). Online services tools are more

influencing than traditional methods of communication (Helm, Möller, Mauroner,

Conrad, 2013). As part of study, it is proven that users experience increase in

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selfesteem and enjoyment when they adapt to social media which itself is a

motivating sign for businesses and marketing professional (Arnott, 2013). Web

experiences affect the mental process of consumers and enhance their buying

decision online (Cetină, Cristiana, Rădulescu, 2012). The Internet is the most

powerful tool for businesses (Yannopoulos, 2011). Marketing managers who fail

to utilize the importance of the Internet in their business marketing strategy will

be at disadvantage because the Internet is changing the brand, pricing, distribution

and promotion strategy.

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 Chapter – 3

Research Methodology

Research Design

The Research design undertaken for the study is descriptive Research

Design.A study, which wants to portray the characteristics of a group or
individuals or situation, is known as a Descriptive study. It is mostly
qualitative in nature.

Sampling Technique
A convenience sample is one of the main types of nonprobability
sampling methods. A convenience sample is made up of people who are
easy to reach.

Sources of Data

Primary Data

Data that is collected for the first time is called Primary

Data. Well, Structured Questionnaires have been prepared
for the collection of primary data.
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Secondary Data

Secondary data refers to data that was collected by someone other than the user.
Common sources of secondary data are Internet, various books and websites.

Structure of Questionnaire

In this research only closed-ended questions are used. Closed questions provide
respondents with a list of options from which they choose.

SAMPLE SIZE

Sample size means the number of sampling units selected from the
population for investigation. It helps to achieve the objective of the
research. The sample size taken for the study is 65 .

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 Chapter – 4

DATA ANALYSIS AND INTERPRETATION

4.1. Gender

Male 35

Female 28

Prefer not say 1

4.2 Age *

Age below 20 33

Age 21-25 21

Age 26-30 2

Age 31-40 8

Age above 40 1

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4. Education *

Below SSLC 1

SSLC 3

HSC 12

Undergraduate 28

Postgraduate 9

Diploma 1

Others 10

25
5. Profession *
Wage worker 2

Employee 7

Student 46

2
Businessmen
Others 8

6. Marital status *

Married 14

Unmarried 51

7. The 'consumer's satisfaction' level is classified as

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 Unit metrics 18

Procedural metrics 13

Marketing external 33
metrics

8. If customer expectation and product performance

are match

Shows the satisfaction of the c… 37

27
 Shows the dissatisfaction of th… 7

Does not meet customer requi… 5

All of the above 16

9. What do you mean by Digital marketing?

Digital marketing is 5
referred t… 3

Anolog marketing 4

Shop 3

None of the above 5

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11. What are some examples or digital marketing

Social media marketing 37

Search engine marketing 2

Search engine optimisation 4

All of the above 22

12. Who is the father of digital marketing?

Philip kotler 35

Bruce clay india 5

Justin Hall 16

None of the above 7

13. Which of the following is production related

procurement?

Offline supplies 12
Raw materials 39

Information system 6
None of the above 5

14. Which of the following waves can penetrate

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 Ultrasonic 11

Gamma 13

Radar 30

Visible and infrared 9

through clouds?

15. Sales promotion includes.

Advertise 15

Publicity 15

Selling 3

All of the above 31

16. Extended P's of service marketing mixes:

People, product,process 33

Price, physical Evidence, prom… 14

30
 Physical Evidence,place, people 14

Product,process, physical 2

17. Marketing information includes

Knowledge of customer requir… 37

Knowledge of peers 6

Knowledge of industries 6

All of the above 16

18. Business leverage digital channels such ato

connect with current and prospective customers.

search engines, social media,e…

27

Product 11

Both A and B 20

All of the above 7

31
19. Is social media marketing is a type of Digital
Marketing?

Yes 64

No 1

20. Content Marketing is a type of Digital

Marketing.

True 53

False 11

21. What is not true about digital marketing?

It can be done online 9

It cannot be done online 2
3

It is referred to as online 2
mark… 3
All of the above 9

32
 Friends and family 19
35
Internent / Social
media
Advertising 11

22. How do you know about Digital Marketing.

23. What do you mean by Digital Marketing.

Online marketing 60

Offline marketing 5

24. Was the packaging good or bad? Rate your self.

1 9

33
 2 5

3 14

4 23

5 14

25. Was the delivery good and safe.

Yes 60

No 5

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 Chapter 5

FINDINGS & CONCLUSION

FINDINGS

• 46.5% people has responded that they are minimally satisfied for their work culture.

• The maximum public responded that adequately compensated for the job they do.

• The maximum public responded that annually they are given opportunities for

promotion at their work place.

• The maximum people responded that they are occasionally provided with

opportunities to perform their full potential.

• 54.9% people responded that they are recognised and appreciated.

• 50% people are responded that they are proud of their employers ’brand.
35
• 45.7% people responded that they are included and respected and felt amongst their

coworkers.

• 35.2 percentage has responded that they had preferred to work in that particular

organisation. 63.8% of people has responded that they can rate 2 out of 3 for work-

life balance.

• The task assigned to them by their supervisor, mostly help them learn and grow

professionally.

• The responded people belong to IT & IT services, healthcare & biotechnology,

Banking & Financials, Manufacturing.

• Most of them (79.1%) people responded that they worked 21-35 years worked in a

single organisation.

• 62.1% responded that they worked maximum of 1-3 years of experience.

• 65.2% people responded that they have worked in 1-2 organisation.

• 50% of people responded that 1-2 years they have worked in a single organisation.

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 CONCLUSION

This study has attempted to identify the major advantages and disadvantages

determined by the development of Internet technology in the area of social media

marketing. Social media is the modern tool for marketers who try every means to

get their message out to their target markets. The medium has many advantages

and disadvantages based on their firm, and many companies still struggle to find

the right way to use it. The average business owners or marketers do not fully

understand the risks and challenges in it. The field is still so fresh that it is difficult

to evaluate the qualifications of social media experts who offer their services

online. So, before a company step into the field of social media marketing, they

must complete full research on social media practices. An organization must

master basic principles and tactics of using social media as an effective tool in

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order to survive in the field of social media marketing. Main goals of a company

or organization must engage customers, to protect company reputation, to provide

customers with good quality of product and services and to satisfy customer need.

Bibliography
1. AJ Parsons, M Zeisser, R Waitman (1996), “Organizing for digital
marketing”, McKinsey Quarterly. A Munshi, MSS MUNSHI (2012),
“Digital matketing: A new buzz word”, International Journal of Business
Economics & Management Research, Vol.2 Issue 7.
2. Blažková, M. Jak využít internet v marketingu: krok za krokem k vyšší
konkurenceschopnosti. Grada Publishing, 2005. ISBN 80-247-1095-1.
Chaffey. D (2013), “Definitions of E-marketing vs Internet vs Digital
marketing”, Smart Insight Blog, February 16.
3. Chu, Shu-Chuan (2011), “Viral advertising in social media: Participation in
Facebook groups and responses among college-aged users.” Journal of
Interactive Advertising 12: 30-43.
4. Cha, Jiyoung. (2009), “Shopping on Social Networking Websites: Attitudes
towards real versus virtual items.” Journal of Interactive Advertising, 10:
77-93.
5. Cetină. J, Cristiana. M, Rădulescu. V (2012), “Psychological and Social
Factors that Influence Online Consumer Behavior”, Procedia - Social and
Behavioral Sciences, Vol 62, Page 184-188.
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 6. Felt, L. J., & Robb, M. (2016), “Technology Addiction: Concern,
Controversy, and Finding Balance”, San Francisco: Common Sense Media.
7. Fred Palumbo, Paul Herbig (1998), "International marketing tool: the
Internet", Industrial Management & Data Systems, Vol. 98 Iss: 6, pp.253 –
261. Publisher: MCB UP ltd.
8. Giedd, J. N., & Chief, M. (2012), “The Digital Revolution and Adolescent
Brain Evolution:, Elsevier Inc. G.
9. Reza Kiani, (1998), "Marketing opportunities in the digital world", Internet
Research, Vol. 8 Iss: 2, pp.185-194.

Questionnaire Section

1: General Information

1. Name (Optional):

2. Company Name:

3. Industry:

4. How long have you been using our digital marketing services

Less than 3 months

3–6 months

6–12 months Over a year

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Section 2: Service Evaluation

Please rate the following aspects of our service (1 = Very Dissatisfied, 5 = Very Satisfied)

5. Quality of digital marketing strategies provided

6. Effectiveness of campaigns in reaching target audience

7. Social media marketing performance

8. Search engine optimization (SEO) results

9. Email marketing effectiveness

10. Paid advertising (Google Ads, Facebook Ads, etc.) performance

11. Website traffic growth

12. Lead generation quality

13. Return on Investment (ROI) from marketing campaigns

14. Creativity and innovation in marketing content

Section 3: Communication & Support

15. Responsiveness of our team

16. Clarity and transparency in reporting

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17. Frequency of communication/updates

18. Understanding of your business goals

Section 4: Overall Experience

19. Overall satisfaction with our digital marketing services

20. Likelihood of recommending us to others (0 = Not at all, 10 = Extremely likely)

Section 5: Open Feedback

21. What do you like most about our services?

22. What areas do you think we can improve?

23. Any additional comments or suggestions?

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