See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/354023145

CONSUMER PERCEPTION TOWARDS ONLINE MARKETING

Article · July 2021

CITATIONS READS

0 595

1 author:

Dev Preetham
Governamnet Frist Grade College KR Nagar
13 PUBLICATIONS   0 CITATIONS   

SEE PROFILE

All content following this page was uploaded by Dev Preetham on 20 August 2021.

The user has requested enhancement of the downloaded file.

Seshadripuram Journal of Social Sciences (SJSS)
Peer Reviewed Open Access Journal
Vol.2 Issue 4, July 2021
Journal Home Page: https://mcom.sfgc.ac.in/online -journal ISSN 2581-6748

CONSUMER PERCEPTION TOWARDS ONLINE MARKETING

PREETHAM D
M.com., PGDFM.,Ph.D
Assistant Professor
Department of Commerce
Government First Grade College K R Nagar

Abstract
E-Commerce can be defined as the process of transferring goods and services between a buyer
and a seller using the internet as a medium of trade. Every year, a new digital trend emerges,
and marketers must remain on top of the developments in order to readily embrace new
technologies and stay ahead of the competition. Search by voice, Smarter graph, Micro
motions, Marketing in virtual reality, more stories, more live videos artificial intelligence,
machine learning Email marketing that is based on engagement Detailed lead profiling Push
notification from Brower, Personalization of content. The objective of the study is to study the
theoretical framework of consumer perception towards online marketing, analyses the
effectiveness of online marketing among the rural consumers of Karnataka and analyses the
performance of online market and examine the various opportunities and threats. Selection of
the Field is Karnataka has divided according to geographical and demographical has six parts
like Mysore Region, Costal Region, Bombay Region, Hyderabad Region, Central Region and
BBMP. Sample Design is for the study total of 1500 sample size has been selected from all six
divisions and each division will get the sample size of 250. Judgmental sampling method has
been used. Tools used for data analysis is the Primary data collected from 1500 respondents
were coded, classified and analyzed using Statistical Package for Social Sciences (SPSS
Version 20). The tools used for analysis of primary data were descriptive statistics like
arithmetic mean, standard.
Keywords: Online shopping, Consumer Perception, Buying Behavior, Purchase Decision.
Introduction

One of the most recent marketing trends is online marketing. The internet is used in online
marketing to inform customers about the company's products and services. The term "online
marketing" is also known as "internet marketing." Social media marketing, email marketing,
and search engine marketing are all options available to a company. In today's world, web
marketing is critical. Traditional marketing is inferior to online marketing. Customers' shopping

Seshadripuram Research Foundation, Bengaluru 143

Seshadripuram Journal of Social Sciences (SJSS)
Peer Reviewed Open Access Journal
Vol.2 Issue 4, July 2021
Journal Home Page: https://mcom.sfgc.ac.in/online -journal ISSN 2581-6748

and purchasing habits have altered as a result of the internet. The goal of this study on customer
attitude for online purchase decisions (perception) was to uncover the factors that influence
consumers' propensity to shop online.

E Commerce is defined by the Organization for Economic Co-operation and Development

(OECD) as “commercial transactions involving both organizations and individuals that are
based on the processing and transmission of digitized data, including text, sound, and visual
images that are carried out over open networks (such as the internet) or closed networks (such
as AOL or Mintel) that have a gateway on the internet.”

As a result, E-Commerce can be defined as the process of transferring goods and services
between a buyer and a seller using the internet as a medium of trade. E-commerce is a type of
business transaction in which no paper work is involved and no physical interaction is required.
Purchasing through E-Commerce, in contrast to traditional commerce, is characterized by
features such as anytime, anywhere shopping, access to a wide variety of brands and product
ranges, options to pay via credit card, debit card, electronic wallets, or cash on delivery, product
delivery at doorstep, easy and convenient return policy, and no intrusion.

It has altered e-shoppers' shopping experiences, since virtual stores excel in terms of ease,
selection, and affordability. Retailers in physical stores can no longer afford to ignore the
promise of this medium. Consumers are eager to shop on the internet, and online shopping has
genuinely matured. Footfalls are not counted in the retail industry. Customers also do not have
the opportunity to touch and feel the products they purchase in the real world. The shopping
experience is only as excellent as the buyer desires. Millions of people continue to visit these
"virtual malls." Online shopping is no longer a whim; it is now a recognized and essential
element of the retail industry, accounting for more than a tenth of all retail sales.

Current status (trends)

Every year, a new digital trend emerges, and marketers must remain on top of the developments
in order to readily embrace new technologies and stay ahead of the competition. Search by
voice, Smarter graph, Micro motions, Marketing in virtual reality, More stories, more live
videos artificial intelligence, machine learning Email marketing that is based on engagement
Detailed lead profiling Push notification from Brower, Personalization of content.

Seshadripuram Research Foundation, Bengaluru 144

Seshadripuram Journal of Social Sciences (SJSS)
Peer Reviewed Open Access Journal
Vol.2 Issue 4, July 2021
Journal Home Page: https://mcom.sfgc.ac.in/online -journal ISSN 2581-6748

Product buy in online marketing (age based)

Year Number of % world

users(millions) population

2010 577 10.6

2011 582 10.8

2012 680 11.1

2013 719 11.7

2014 745 11.9

2015 790 12.12

2016 850 12.45

2017 910 12.99

2018 949 13.16

2019 968 13.85

Review of Literature

Sankaran (2014) The author of this study paper examines the efficiency of internet marketing,
often known as E-marketing. Primary and secondary data are included in the research's
empirical data. The study's main goal is to identify, measure, and evaluate e-marketing of
consumer goods through electronic media, as well as to identify purchase decision factors
favoring online buying based on consumer internet shopping behavior, and to analyses online
buying behavior based on demographic characteristics such as age, sex, income, qualification,
and life stage. Identify consumer perceptions of website features and levels of satisfaction,
conduct an overall assessment of consumers' online buying experiences, investigate the
relationship between website features, customer satisfaction, and online buying experiences,
and recommend appropriate measures to improve the efficiency of the e-marketing
environment. The empirical test that followed the hypothesis developed found that age is a
Seshadripuram Research Foundation, Bengaluru 145
Seshadripuram Journal of Social Sciences (SJSS)
Peer Reviewed Open Access Journal
Vol.2 Issue 4, July 2021
Journal Home Page: https://mcom.sfgc.ac.in/online -journal ISSN 2581-6748

significant factor that influences customer perceptions of website features, and education has a
substantial impact on consumer perceptions of website features.

Shanthi & Kannaiah., (2015) The author of this study article examines customer perceptions of
online marketing. The empirical data for the study includes primary data gathered via
questionnaire from Madras University and Madras Christian College students. For the sample
of 100 respondents, the direct survey approach was used. The study's main goal is to find out
what kinds of things customers buy when they shop online and what variables influence them to
do so. Using descriptive statistics, the researcher proves the hypothesis. The first section of the
questionnaire asked respondents about their internet usage patterns, such as how often they
searched the internet, how much time they spent on it, and why they used the internet.

Mahmud., et.al (2009) The author of this study piece examines the aspects that influence
client shopping behavior on the internet. Primary data obtained on the basis of a questionnaire
to answer the research questions is included in the empirical data for the study. Data is collected
mostly from current internet users using the convenience sampling method. Only 617
questionnaires were received out of a total sample size of 650. Each response was checked for
mistakes, incomplete responses, and missing responses. Respondents were contacted via e-mail
for clarification and correction, particularly for missing blanks. More than a quarter of the
questions in the survey questionnaire were left unanswered or erroneously answered during data
analysis. In the end, 602 responses were deemed full and useful for data analysis.

Zoyawajidsatti., (2014) The breadth of E-marketing is examined in this study piece. The
empirical data for the study consists of both primary and secondary data gathered using a
questionnaire. In our study, every single one of our respondents used the internet. The study's
main goal is to determine customer preferences for using e-marketing and their purchasing
patterns, as well as to determine changes in the interaction between sellers and buyers and
customer behavior, as well as to determine the impact of customer perceptions of online
marketing and their reliability on the seller. The analyses are carried out with the NVIVO
qualitative research analysis software. The study's main finding is illustrated with some images.
The most important aspect of e-marketing is the internet. If you don't have access to the
internet, you won't be able to employ e-marketing. This demonstrates that e-growth marketing's
is reliant on the internet's reach and availability.

Seshadripuram Research Foundation, Bengaluru 146

Seshadripuram Journal of Social Sciences (SJSS)
Peer Reviewed Open Access Journal
Vol.2 Issue 4, July 2021
Journal Home Page: https://mcom.sfgc.ac.in/online -journal ISSN 2581-6748

Sanz.et.al (2005) The impact of internet user shopping habits and demographics on customers'
mobile purchase behavior is examined in this research paper. The study's empirical data
comprises secondary data from a survey conducted by the Spanish Association of Electronics
Commerce (AECE 2004). From March to April 2004, the research of Electronic Commerce
B2C gathered data utilizing the Computer Assisted Telephone Interview (CATT) approach. A
random sample of 2104 survey participants provided the data for this study. The main goal of
this study is to create an approximation of the M shopper profile (sociodemographic and
behavioral) based on a sample of internet users and determine which aspects have a significant
impact.

Research objectives

To study the theoretical framework of consumer perception towards online marketing.

To analyses the effectiveness of online marketing among the rural consumers of Karnataka

To analyses the performance of online market and examine the various opportunities and threats

Research Hypotheses

1. H1: There is difference among age and consumer perception towards online marketing

2. H2: There is difference among Education and consumer perception towards online
marketing

3. H3: There is difference among Occupation and consumer perception towards online
marketing

4. H4: There is difference among Income and consumer perception towards online
marketing

5. H5: There is difference among Martial status and consumer perception towards online
marketing

Research Methodology

The research methodology describes the research structure used in the current study. This
section discusses the size of the research sample and the procedure used to choose participants

Seshadripuram Research Foundation, Bengaluru 147

Seshadripuram Journal of Social Sciences (SJSS)
Peer Reviewed Open Access Journal
Vol.2 Issue 4, July 2021
Journal Home Page: https://mcom.sfgc.ac.in/online -journal ISSN 2581-6748

for the study. The study was based on primary sources of information. The reliability of
research instruments was examined in order to determine their suitability.

Sources of Data collection

a) Primary data: empirical research design has been used in the research, structured
research instrument has been used to collect primary data for analysis and test research
hypothesis of the study.

b) Secondary data: the secondary sources has been used to give relevance for the study
and analysis the previous studies in the area. The various sources secondary are
collected from research journals, working papers, books and other various reports and
project works which are published and unpublished sources.

Selection of the Field

Karnataka has divided according to geographical and demographical has six parts like Mysore
Region, Costal Region, Bombay Region, Hyderabad Region, Central Region and BBMP

Sample Design

For the study total of 1500 sample size has been selected from all six divisions and
each division will get the sample size of 250. Judgmental sampling method has been used.

Tools used for data analysis

The Primary data collected from 1500 respondents were coded, classified and
analyzed using Statistical Package for Social Sciences (SPSS Version 20). The tools used for
analysis of primary data were descriptive statistics like arithmetic mean, standard deviation,
variance, frequency etc., The tools used for hypothesis testing one-way ANOVA.

Result and Discussion

Testing of Hypothesis 1

Seshadripuram Research Foundation, Bengaluru 148

Seshadripuram Journal of Social Sciences (SJSS)
Peer Reviewed Open Access Journal
Vol.2 Issue 4, July 2021
Journal Home Page: https://mcom.sfgc.ac.in/online -journal ISSN 2581-6748

One-way ANOVA was used to test the significant difference among age and consumer
perception towards online marketing

H0:“There is no difference between age and consumer perception towards online

marketing”

H1:“There is difference among age and consumer perception towards online

marketing”

Sum of Mean Square

Squares
df F Sig.

Between
2.041 4 .510 3.152
Groups
.018
Within Groups 15.381 95 .162

Total 17.422 99

The one-way ANOVA results are shown in the table above. Because the p-value linked with a
significant difference in age and customer impression of internet marketing is more than 0.05,
the results accept the null hypothesis and reject the research hypothesis. The findings reveal that
there is no statistical difference between age and customer perceptions of online marketing.

Seshadripuram Research Foundation, Bengaluru 149

Seshadripuram Journal of Social Sciences (SJSS)
Peer Reviewed Open Access Journal
Vol.2 Issue 4, July 2021
Journal Home Page: https://mcom.sfgc.ac.in/online -journal ISSN 2581-6748

Testing of Hypothesis 2

One-way ANOVA was used to test the significant difference among education and consumer
perception towards online marketing

H0:“There is no difference between Education and consumer perception towards online

marketing”

H1:“There is difference among Education and consumer perception towards online

marketing

Sum of Mean Square

Squares
df F Sig.

Between
.774 4 .194 1.094
Groups
.364
Within Groups 16.628 94 .177

Total 17.403 98

The one-way ANOVA results are shown in the table above. Because the p-value linked with a
significant difference in education and customer impression of internet marketing is more than
0.05, the results accept the null hypothesis and reject the research hypothesis. The findings
suggest that there is no statistical difference between education and customer perceptions of
online marketing.

Testing of Hypothesis 3

One-way ANOVA was used to test the significant difference among occupation and consumer
perception towards online marketing

H0: “There is no difference between occupation and consumer perception towards online
marketing”

H1:“There is difference among occupation and consumer perception towards online

marketing”

Seshadripuram Research Foundation, Bengaluru 150

Seshadripuram Journal of Social Sciences (SJSS)
Peer Reviewed Open Access Journal
Vol.2 Issue 4, July 2021
Journal Home Page: https://mcom.sfgc.ac.in/online -journal ISSN 2581-6748

Sum of Mean Square

Squares
df F Sig.

Between
.595 4 .149 .832
Groups
.508
Within Groups 16.808 94 .179

Total 17.403 98

The results of one-way ANOVA are given in above table. The results accept the null hypothesis
and rejects the research hypothesis as the p-value associated significant difference among
occupation and consumer perception towards online marketing is above 0.05. The results show
that statistically there is no difference among occupation and consumer perception towards
online marketing

Testing of Hypothesis 4

One-way ANOVA was used to test the significant difference among Income and consumer
perception towards online marketing

H0: “There is no difference between Income and consumer perception towards online
marketing”

H1: “There is difference amongIncome and consumer perception towards online

marketing”

Sum of Mean Square

Squares
df F Sig.

Between
.844 4 .211 1.209
Groups
.312
Within Groups 16.579 95 .175

Total 17.422 99

Seshadripuram Research Foundation, Bengaluru 151

Seshadripuram Journal of Social Sciences (SJSS)
Peer Reviewed Open Access Journal
Vol.2 Issue 4, July 2021
Journal Home Page: https://mcom.sfgc.ac.in/online -journal ISSN 2581-6748

The results of one-way ANOVA are given in above table. The results accept the null hypothesis
and rejects the research hypothesis as the p-value associated significant difference among
Income and consumer perception towards online marketing is above 0.05. The results show that
statistically there is no difference among Income and consumer perception towards online
marketing

Testing of Hypothesis 5

One-way ANOVA was used to test the significant difference between marital status and
consumer perception towards online marketing

H0: “There is no difference between marital status and consumer perception towards
online marketing”

H1: “There is difference among marital status and consumer perception towards online
marketing”

Sum of Mean Square

Squares
df F Sig.

Between
.144 1 .144 .815
Groups
.369
Within Groups 17.279 98 .176

Total 17.422 99

The one-way ANOVA results are shown in the table above. Because the p-value linked with a
significant difference between marital status and customer perception of online marketing is
more than 0.05, the results accept the null hypothesis and reject the research hypothesis. The
findings reveal that there is no statistically significant relationship between marital status and
customer perceptions of online marketing.

Seshadripuram Research Foundation, Bengaluru 152

Seshadripuram Journal of Social Sciences (SJSS)
Peer Reviewed Open Access Journal
Vol.2 Issue 4, July 2021
Journal Home Page: https://mcom.sfgc.ac.in/online -journal ISSN 2581-6748

Findings

1. Anova results shows no difference between age and consumer perception towards
online marketing

2. There was no impact of education level in perception of online marketing

3. Occupation also doesn’t impact consumer perception towards online marketing

4. There is no difference among Income and consumer perception towards online

marketing

5. Marital status and consumer perception towards online marketing also don’t have
impact

Suggestion

1. Marketing plans should be made with consider the perception of online marketing

2. Demographical factors may not consider in marketing plans

Conclusion

E-commerce is a benefit to trade, industry, and commerce, and in India, customer perceptions of
online purchasing are improving. The majority of respondents believe that online shopping
offers simple purchasing methods and quick access to a broad choice of products, as well as
lower product prices and a variety of payment options. The majority of respondents believe that
the availability of internet product and service information is excellent. The internet has opened
up new channels of communication and connection for businesses. In sales, marketing, and
customer service, it can help customers form closer and more cost-effective relationships.
Companies can use the internet to give continuing information, service, and support to their
customers. It also fosters pleasant interactions with customers, which can build long-term
relationships and stimulate repeat purchases. The internet is quickly gaining traction as a
domain-sale platform. The Internet is growing in popularity, and it has an impact on consumer
behavior.

Online shopping has an impact on purchasing habits, and with technological advancements, it is
projected to have an even greater impact in the future. Shoppers are more informed than ever
before thanks to online buying. Consumers are becoming more efficient and productive as a

Seshadripuram Research Foundation, Bengaluru 153

Seshadripuram Journal of Social Sciences (SJSS)
Peer Reviewed Open Access Journal
Vol.2 Issue 4, July 2021
Journal Home Page: https://mcom.sfgc.ac.in/online -journal ISSN 2581-6748

result of the ease with which they may acquire information online. Many buyers use the internet
to conduct research rather than make purchases. Product prices and features can be easily
compared to help you make an informed purchase decision. Product information is available at
any time and from any location. Following that, the purchase is done either online or at a
traditional store. Instead of going from store to store to compare prices and look for the best
bargain, shoppers prefer to take advantage of the availability of information online, especially
for more expensive goods.

References
Arshad, N., H. Janom, N., & Isnainy, I., Mohd. (2005). Consumer Perceptions of Internet Retail
Service Quality. Proceedings of International Conference on Ecommerce

Awad, E. M. (2012). Electronic Commerce – From Vision to Fulfillment (3rd ed.). New Delhi,
India: PHI Learning Private Limited.

Bhavan, N. S. (2011). A Study on Consumers’ Attitude towards Online Shopping with Reference
to Coimbatore City. The Bharathiar University, Coimbatore.

Case, T., Burns, O. M., & Dick, G. N. (2001). Drivers of On-Line Purchasing Among U.S.
University Students. AMCIS 2001, (pp. 873–878).

Chuleeporn, C., &Tzong-Ru, L. (2014). “Shopping Preference: A Comparative Study of

American and Taiwanese Perceptions. Journal of International Technology and Information
Management, International Information Management Association, Inc. 2014 83 ISSN: 1543-
5962,23(1).

Dahiya, R. (2012). Impact of demographic factors of consumers on online shopping behaviour:

A study of consumers in India, International Journal of Engineering and Management Studies,
VOL.3 (1) 2012: 43-52 ISSN 2229-600X

Dr.Gagandeep Nagra, Dr.R Gopal, An study of Factors Affecting on Online Shopping Behavior
of Consumers.

Fricker, R. D., & Schonlau, M. (2002). Advantages and Disadvantages of Internet Research
Surveys: Evidence from the Literature. Field Methods, 14(4), 347–367.

Ganguly, B., Dash, S. bhushan, Cyr, D., & Head, M. (2010). The effects of website design on
purchase intention in online shopping: the mediating role of trust and the moderating role of
culture. International Journal of Electronic Business, 8(4/5), 302– 330

Homeshop18.com. (2014b). Why Shop At HomeShop18? Retrieved September 15, 2014, from
http://www.homeshop18.com/why-homeshop18.html

Jongeun k. (July 2004) Understanding consumers’ online Shopping and purchasing behaviors,
Oklahoma State University, Doctor of Philosophy.

Seshadripuram Research Foundation, Bengaluru 154

 Seshadripuram Journal of Social Sciences (SJSS)
Peer Reviewed Open Access Journal
Vol.2 Issue 4, July 2021
Journal Home Page: https://mcom.sfgc.ac.in/online -journal ISSN 2581-6748

Jai, T.-M. (Catherine), Burns, L. D., & King, N. J. (2013). The effect of behavioral tracking
practices on consumers’ shopping evaluations and repurchase intention toward trusted online
retailers. Computers in Human Behavior, 29(3), 901–909.

Javadi, M. H. M., Rezaie Dolatabadi, H., Nourbakhsh, M., Poursaeedi, A., & Asadollahi, A. R.
(2012). An Analysis of Factors Affecting on Online Shopping Behavior of Consumers.
International Journal of Marketing Studies, 4(5), 81– 98. http://doi.org/10.5539/ijms.v4n5p81.

Kaiser, H. F. (1960). The Application of Electronic Computers to Factor Analysis.

Measurement, 20(1), 141–151.
Kumar, P. (2012). Electronic Shopping: A Paradigm Shift in Buying Behaviour among Indian
Consumers. Punjabi University, Patiala.

Laudon, K. C., & Traver, C. G. (2002). The Revolution Is Just Beginning. In ECommerce:
Business, Technology, and Society (pp. 41–93). New Delhi: Pearson Education Inc

Novak, T. P., Hoffman, D. L., & Yung, Y. (2000). Measuring Online the Customer Experience in
A Structural Environments : Modeling Approach. Marketing Science, 19(1), 22–42.
http://doi.org/10.1287/mksc.19.1.22.15184

Okon, Efremfon, Equatorial Journal Of Marketing And Insurance Policy: Volume 1; Issue 1;
2016 Determinants Of Online Advertising Effectiveness In Nigeria: Implications For Consumer
Buying Behaviour.

Seshadripuram Research Foundation, Bengaluru 155

View publication stats