Institute of management technology
Ghaziabad
SYNOPSIS
ON
“INTERNET USERS’ ATTITUDE TOWARDS INTERNET ADVERTISEMENT
SUPERVISED BY:
SUBMITTED BY
NAME :
ENROLLMENT NO:
Submitted in partial fulfillment of the requirements for qualifying
……………..
TABLE OF CONTENTS
S. NO. CONTENTS PAGE NO.
1. Title of the project……………………….………..…………………3
2. Statement of the Problem..………………….……..…….….…..4
3. Objectives of the Study ……………………………….…….…..5
4. Research Methodology ………………………………………………………..6
5. Company Profile …………………………………………………..9
6. Questionnaire …………………………………………………10
7. References …………………………………………………….16
8. Chapterisation………………………….……………………..18
9. Profile of Project Guide………………………………….…..19
1. TITLE OF THE PROJECT
“INTERNET USERS’ ATTITUDE TOWARDS INTERNET ADVERTISEMENT”
2. STATEMENT OF THE PROBLEM
The scope of the study is to get the first hand knowledge about the internet users’ attitude towards internet advertisement in Divine Softtech. The effectiveness of the internet advertising in the public to promote any product. As internet is penetrated more than any other media in our lives so the main aim is to find the return of investment out of the internet advertisement. Internet advertising is a form of advertising that uses the Internet and World Wide Web in order to deliver marketing messages and attract customers.
Internet advertising has become the norm for most big and small companies. It is extremely rare in today’s economy for a large firm to have a marketing department that does not include an e-Advertising group. In fact, special internet advertising analysts and research teams are being hired and created at most major companies. Sites such as Yahoo.com, Google.com, MSN.com and other search engines make billions of dollars in revenue due to internet advertising even though the websites are free for visitors. Nonetheless, internet advertising still does not account for a large part of the advertising budgets of companies.
Majority business owners worldwide know that the Internet has now become an essential tool when it comes to running their businesses successfully. However, you should also understand the role played by the Internet in the lives of their customers. You should be capable to locate people who are using the Internet; their key interests in the time spend on the Internet and their preferences to purchase products and services on a daily basis.
This is partly due to the economic nature of internet advertisements. Since the ability for the internet to display messages is infinite, most ads are extremely cheap in comparison to more expensive TV, magazine or radio advertisements. Such advertisements come in all forms and sizes.
With the development of the digital devices and computer software, various formats of advertising have been introduced in advertisements. This trend includes traditional TV commercials as well as Internet advertising. For example, 3D animation in TV advertising, which is combined with dazzling creative techniques (e.g., animation, text message and color, etc.), is dominant in Internet advertising, with creative techniques still developing. While complex creative tools are said to confuse consumers in their understanding of the originally intended communication messages, it is empirically proven that those heuristic elements evoke positive consumer attitudes and behaviors in the Internet advertising environment. Interactive settings in banner advertisements are another creative appeal to the Internet advertising. Interactivity could be an effective creative tool for the Internet advertising because the Internet makes two-way communication possible.
3. OBJECTIVES OF STUDY
The current study is focused on examining the various factors related to internet users’ attitude from internet advertising with the following objectives:
1) To study the demographic profile of internet users.
2) To study advertisement recall status of users attitudes toward internet advertising.
3) To suggest recommendations for internet advertisers.
4) To study the influences of internet advertising on business world progress.
5) To study the benefit and influence of internet advertisement for internet users.
.
4. RESEARCH METHODOLOGY
RESEARCH DESIGN:- The research design used in this study is both ‘Descriptive’ and ‘exploratory’.
DATA COLLECTION METHODS:
The data will be collected using both by primary data collection methods as well as secondary sources.
PRIMARY DATA: Most of the information will be gathered through primary sources. The methods that will be used to collect primary data are:
a) Questionnaire
SECONDARY DATA:
The secondary data will be collected through:
a) Internet
b) Text Books
c) Journals
SAMPLE SIZE: 100
CONVENIENT SAMPLING: it is that type of sampling where the researcher selects the sample according to his or her convenience.
STASTICAL TOOLS:
MS-EXCEL and MS-WORD
REPORT WRITING AND PRESENTATION
Report Encompasses – Charts, diagrams
DATA ANALYSIS & INTERPRETATION – Classification & tabulation transforms the raw data collected through questionnaire in to useful information by organizing and compiling the bits of data contained in each questionnaire i.e., observation and responses are converted in to understandable and orderly statistics are used to organize and analyze the data.
5. COMPANY PROFILE
Divine Softtech established in January, 2009 in Haridwar(Uttarakhand), India , Holy place where blows River Ganga. Divine Softtech is an integrated IT solution provider. We have highly skilled team and professionals specialized in Website Development and Web based Applications and has expertise on variety of tools and platforms. We also deal in Training and Education sectors especially for students those have either IT and Computer Science background or pursuing. We deal in diverse needs of clients with various industries with its comprehensive approach. We also develop Web portalsto fulfill many kind of needs of people in current scenario and develop our own products and applications and customize them according our client’s requirement. We offer world class services in different segments related to IT such as web designing, software development, web development, domain registration, web hosting, web promotion, multimedia presentation, hardware and network solution, Search Engine Optimization (SEO), mobile applications and games, e-business solutions (ERP), Bulk SMS etc.
Always we eye on updated tools and technologies and equip our professionals with them so that they are always ready to provide the most modern solutions to our valuable clients. Beyond the geographical boundaries, we dedicate to serve our clients with our full devotion, either our client is anywhere in the world. We have a goal to provide innovative and cost-effective IT solution to our client.
6. QUESTIONNAIRE
I ……………….. is studying the “Internet Users’ attitude towards internet advertisement” With this study it is analyzed that what people like & look at internet advertisements in regular intervals of time. To check the various lacking points in the internet advertisements. So this schedule is designed by considering certain factors.
1) Name of the respondent ____________________________________________
Address____________________________________________________________________Ph-No. ______________________________
2) Age ______________________
3) Occupation (Please tick)
(a) Professional (b) Service (c) Retired
(d) Student (e) Housewife (f) Any other
4) Gender
(a) Male (b) Female
5) Marital Status
(a) Married (b) Unmarried
6) Income (Rs. Per month) (Please tick)
(a) < 15,000 (b) 15,000 – 30,000 (c) 30,000 – 45,000 (d) 45,000 – 60,000 (e) > 60,000
7) Education (Please mention the highest qualification you have)
(a) Less than Graduation (b) Graduation (c) Post- Graduation
(d) Doctorate (e) Any other
Please answer the following questions regarding general attitude towards internet advertising.
(Internet advertising includes advertising which appears on web page, a pop up or in E-mail).
8) How often you look at internet advertising? (Please tick).
a) Never ………………………………….. b) Once a month…………..
c) Several times a month…………………. d) Once a week……………..
e) Several times a week……………………. f) Everyday………………
9) How often you read the contents of Internet Advertising? (Please Tick)
a) Never …………………………………..b) Once a month…………..
c) Several times a month………………….d) Once a week……………..
e) Several times a week………………….. g) Everyday…………………………
10) Do you think most of the internet advertisements have lack of depth and maturity?
A) Yes ……… b) No…………
11) How often do you feel offended by internet advertisements? (Please tick)
Very often Often Sometimes Rarely Never
12) How often do you feel misled by internet advertisements? (Please tick)
Very often Often Sometimes Rarely Never
13) Please Answer the Following Questions and Mark Your Responses in the Boxes Provided.
NO. STATEMENT STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE
1. I think most of the internet advertisements are informative.
2. I like to look at most internet advertisements that i am exposed to.
3. Innovative internet
advertisements attract me.
4. Advertising on internet fills my information gap especially related to product or services’ current deals.
General liking towards internet advertisement
14) In general do you like internet advertisement? (Please tick)
a) Yes…………. b) No……
15) Please choose your option against the following modes of internet advertisements.
NO. MODE OF ADVERTISEMENT MOST
DISLIKED DISLIKED NEUTRAL LIKED MOST
LIKED
1. Pop up windows showing advertisements.
2. E-mail advertisements.
3. Portion of personal mail as
Advertisement.
4 Animated advertisement.
5 Advertising appearing on web. Some time blocking some view of it.
6 Personalized advertisement
Purchasing behavior towards internet
16) Please answer the following questions and mark your responses in the boxes provided
NO. How often do you Very often Often Sometimes Rarely Never
1. Use internet advertisement to help make your purchase decision
2. Click the advertisement & purchase the product & service
3. Inquire about the product & intent to purchase it after seeing
17) Please mark your responsiveness against different modes of internet advertisements.
No. Mode of internet advertisement Highly non responsive Non responsive Neutral Responsive Highly responsive
1. Pop up windows showing advertisements.
2. E-mail advertisements.
3. Portion of personal mail as
Advertisement.
4 Animated advertisement.
5 Advertising appearing on web. Some time blocking some view of it.
6 Personalized advertisement
Trust against Internet advertisement
18) Please answer the following questions and mark your responses in the boxes provided.
NO. Statement Strongly disagree Disagree Neutral Agree Strongly agree
1. In general I feel I cannot trust on internet advertising
2. Products that I have used usually live up to the promises of quality and performance made in their internet advertisement.
3. I can only trust internet advertisement on sites of reputed firms/ organization.
4. I can only trust internet advertisements of reputed firms/ organization.
5. My trust is because internet advertisement provides great and accurate detail of product and service knowledge.
19) Please mark your attitude towards trust against each mode of internet advertisement.
No. Mode of internet advertisement Highly distrust worthy Distrust worthy Neutral Trust worthy Highly trust worthy
1. Pop up windows showing advertisements.
2. E-mail advertisements.
3. Portion of personal mail as
Advertisement.
4 Animated advertisement.
5. Advertising appearing on web. Some time blocking some view of it.
6. Personalized advertisement
7. REFERENCES
1. Bedi, S.; “Impact of online advertisement & media on affecting Consumer behaviour”, Indian journal of marketing, Vol. xxxii, No. 6, pp 21-24, May, 2006.
2. Buckner, P.; “Impact of online advertising & media on the word of mouth”, Indian journal of marketing, Vol. xxxii, No. 3, pp 15-19, January, 2006.
3. Cheung, W.; “The use of the World Wide Web for commercial purposes” Journal of Industrial Management & Data Systems, Vol. 98, Issue: 4, 1998, pp 172-177, Accessed: May 4, 2008, 23:25, Available:[http://www.emeraldinsight.com/ 10.1108/02635579810219345]
4. Eastman, J. & Iyer, R.; “The elderly uses and attitudes towards the Internet, Journal of Consumer Marketing, Vol. 21, Issue: 3, pp 208-220, 2004, Accessed: April 23, 2008, 23:47, Available: [http://www.emeraldinsight.com/10.1108/07363760410534 759]
5. Goldsmith, R. & Lafferty, B.; “Consumer response to Web sites and their influence on advertising effectiveness” Journal of Internet research, Vol. 12, Issue: 4, pp 318-328, 2002, Accessed: April 23, 2008, 23:37, Available: [http://www.emeraldinsight.com/10.1108/10662240210438407]
6. Gordon, M., Lima, T. & Kathryn D.; “Consumer attitudes towards Internet advertising: A social contract perspective” International Marketing Review journal, Vol. 14, Issue: 5, pp 362-375, 1997, Accessed: April 23, 2008, 23:18, Available: [http://www.emeraldinsight.com/10.1108/02651339710184316]
7. Kara, L., Sandra, D. & Ralf, T.; “Consumers’ response to offensive advertising: a cross cultural study” journal of International Marketing Review, Vol. 24, Issue: 5, pp 606-628, 2007, Accessed: April 23, 2008, 22:47, Available: [http://www.emeraldinsight.com/10.1108/02651330710828013]
8. Kau, A., Yingchan, T. & Ghose, S.;” Typology of online shoppers” Journal of Consumer Marketing, Vol. 20, Issue: 2, pp 139-156, 2003, Accessed: April 23, 2008, 22:57, Accessed: April 23, 2008, Available: [http://www.emeraldinsight.com/10.110 8/07363760310464604]
9. Kim, E. & Sean, B.; “Designing effective cyber store user interface”, journal of Industrial Management & Data Systems, Vol. 102, Issue: 5, pp 241-251, 2002, Accessed: May 4, 20:02, Available: [http://www.emeraldinsight.com/10.1108/0 2635570210428276]
10. Kim, J. & Park, J.; “A consumer shopping channel extension model: attitude shift toward the online store” Journal of Fashion Marketing and Management, Vol. 9, Issue: 1, pp 106-121, 2005, Accessed: May 4, 20:10.
11. Kumar, A.; “Usage of Internet & crime associated with it”, Indian journal of marketing, Vol. xxxiv, No. 4, Pg 13-16, July, 2005.
12. Prasad, N. & Reddy, Y.; “Use of celebrities in advertisement & their impact on consumer behavior”, Indian journal of marketing, Vol. xxxiii, No. 2, Pg 11-13, February, 2005.
13. Rao, S.; “The Internet in India: An update” The electronic library, Vol. 15, Issue: 6, pp 495-499, 1997, Accessed: May 2, 2008,
14. Sairosse, T., Mutula, R. & Stephen, M.; “Economic impact of the Internet: study of cybercafés in Gaborone, Botswana” Journal of Library Hi Tech, Vol. 21, Issue: 4, pp 451-462, 2003, Accessed: April 23, 2008.
8. CHAPTER SCHEME
1. Introduction
2. Objective and scope of study
3. Methodology (Details of methodology used in studying and collecting the data and issue will be described)
4. Descriptive work (Descriptive work on the topic, this chapter will include analysis and interpretation of data tabulation and categorization)
5. Study report (Study report of other researcher will be observed and analyzed)
6. Conclusion
7. Findings
8. Limitations
9. Recommendation
10. Bibliography
11. Appendix-1 (Questionnaire prepared for conducting study will be attached and other papers which have not been mentioned above will be included).
9. PROFILE OF PROJECT GUIDE
Name : Rajat Gupta
Age :
Educational Qualification :
Professional Experience :
Organization :
Current Designation :
Brief Profile :
(Maximum 200 Characters)
Address :
House No. :
Street :
City :
State :
Country :
Phone Number (Office) :
Phone Number (Residence) :
Mobile Number (10 digits) :
Email :
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