CHAPTER - I

I. INTRODUCTION

Marketing is "The administration procedure which recognizes foresees and supplies

client necessities productively and gainfully.” “Marketing is an absolute arrangement of
intriguing business exercises characterized to Plan, piece, advance and conveyance need
fulfilling items and administrations to present and potential buyers".

Marketing is defined by the American Marketing Association as the activity, set of

institutions, and processes for creating, communicating, deliver, and exchanging offerings
that have value for customers, clients, partners, and society at large. The term residential from
the original meaning which referred factually to going to market, as in shopping, or going to a
market to buy or sell goods or services.

The advancement of digital marketing is inextricably linked to the growth of

technology. One of the first significant occurrences occurred in 1971, when Ray Tomlinson
sent the first email, and his invention established the platform for users to transmit and
receive information over multiple machines. However, 1990 is more widely recognized as the
beginning of Digital Marketing because this is when the Archie search engine was created as
an index for FTP sites.

Computer storage was already adequate in the 1980s to accommodate massive

amounts of client data. Companies began deciding against limited list brokers in favour of
internet strategies like database marketing. These databases changed the connection between
buyers and sellers by enabling businesses to track client information more efficiently. The
manual procedure, however, was less effective.

The concept of "digital marketing" was initially coined in the 1990s.With the
introduction of server/client architecture and the rise of personal computers, customer
relationship management (CRM) systems became an important component of marketing
technology. Vendors were pushed to include more services, such as marketing, sales, and
service apps, due to fierce competition. Following the creation of the Internet, marketers were
also able to acquire vast amounts of online customer data through eCRM software.

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 Companies could acquire the most recent information on customer priorities and
customer need data. As a result, AT&T's "You Will" campaign launched the first clickable
banner ad in 1994, which received 44% of all clicks in the first four months of its existence.

In the 2000s and 2010s, as the number of devices that could access digital media
increased dramatically, digital marketing reached a higher level of sophistication. Statistics
from 2012 and 2013 demonstrated the continued growth of digital marketing. Consumers'
reliance on digital technology in daily life increased with the rise of social media in the
2000s, including LinkedIn, Facebook, YouTube, and Twitter. As a result, they anticipated a
fluid user experience for accessing product information across all available media. The
evolution of consumer behaviors enhanced the variety of marketing technology.

TYPES OF DIGITAL MARKETING

 Search engine optimization (SEO)

 Search engine marketing (SEM)

 Social media marketing

 Content marketing

 Email marketing

 Influencer marketing

 Affiliate Marketing

 Video Marketing

 Search engine optimization (SEO)

Search engine optimisation strategies can be used to increase the visibility of business
websites and brand-related content for typical industry-related search queries. The expanding
influence of search results and search features like highlighted snippets, knowledge panels,
and local SEO on customer behaviour is claimed to correspond with the importance of SEO
in raising brand awareness.

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  Search engine marketing (SEM)
Search engine marketing is all about getting your website to show up at the top of the
results when someone searches for your brand, your goods and services, and other relevant
terms and phrases. It encompasses both organic or natural search (search engine optimization,
or SEO) and paid search (pay per click, or PPC), as well as desktop and mobile computers (as
well as assistants for smart homes these days—see number 10—audio marketing).
 Social media marketing
Utilizing social media platforms like Facebook, Instagram, Twitter, LinkedIn, and
TikTok allows businesses to connect with customers and effectively reach a larger audience.
Every small business marketing strategy must include social media marketing, which calls for
a solid plan. The opportunity to interact with you through comments and direct messaging is
something that your consumers require from you.
 Content marketing
Content marketing is developing and sharing content text, images, and multimedia
that provides value to your audience rather than just broadcasting an advertising message. If
you are in B2C (business to consumer), 'content' might mean social media postings, blog
articles, and amusing videos; if you are in B2B (business to business), it could mean more
white papers or reports, webinars, and instructive films.

 Email marketing
Email marketing, a direct marketing technique, allows businesses to educate their
client contact list of new products, sales, and other information. It is essential to the entire
inbound strategy of most firms because to its high return on investment (ROI). Instead of
focusing on mass mailings that are one size fits all, modern email marketing instead
emphasizes consent, segmentation, and customization. An effective email marketing strategy
eventually promotes brand community in addition to sales growth
 Influencer marketing
Influencer marketing involves partnering with influencers celebrities, experts,
authority figures who have an existing audience. Their devoted followers will act on their
recommendation and purchase from you when they advertise your goods to their audience,
frequently on websites like Instagram, Snapchat, or YouTube. Influencers can be useful for
B2B marketing as well; you will just be working with more serious and focused thought
leaders or industry experts.

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  Affiliate Marketing
In affiliate marketing, you enter into agreements with other people or companies to
promote your products in return for a commission. It is extremely common among bloggers
and e-commerce sites. The affiliate will promote your product on their website, and if a buyer
clicks through and purchases, the affiliate will immediately receive a reward for generating
that transaction.
 Video Marketing
The term "video marketing" refers to the use of video material to educate or market
your business and products to audiences. Several digital platforms and channels, such as a
brand's own website, social media marketing, programmatic advertising, and others, allow for
the usage of video by brands. Video marketing may be a terrific method to provide audiences
with useful content in a way that engages them in new ways.

CUSTOMER

A customer is an individual or business that buys another organization's products or

administrations. Most open confronting organizations contend with different organizations to
pull in clients, either by forcefully promoting their items or by bringing down costs, with an
end goal to grow their client bases. Any individual who is furnished with a decent, item,
administration or thought is a client. Money related exchanges might possibly be a piece of
this arrangement, which conveys us to the two kinds of clients

 Internal Customers

 External Customers

INTERNAL CUSTOMERS

A client who is directly linked to the organization is referred to as an internal client.

Inside clients are often an association's component, much like partners, representatives,
offices, or investors.

EXTERNAL CUSTOMERS

An external customer is a client who is not a member of the association. For instance,
everybody who buys a refrigerator, a designer outfit, or programming is a customer of the
company that made it.
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SATISFACTION

Satisfaction can be depicted as a charming inclination that you get when you get
something you needed, or when you have accomplished something, you needed to do. From a
formal perspective fulfillment can be characterized as a method for managing an objection or
issue that makes the individual who griped feel cheerful.

CUSTOMER SATISFACTION

Customer satisfaction (CSAT) is a metric used to quantify a customer's satisfaction

with a product, service, or experience associated to your business. This indicator is generated
using customer satisfaction questionnaires that ask how a consumer feels about their
experience, with answers ranging from "highly satisfied" to "highly unsatisfied."

MEASURING CUSTOMER SATISFACTION

Associations are progressively keen on holding existing clients while focusing on

non-clients; estimating consumer loyalty gives a sign of how effective the association is at
giving items as well as administrations to the commercial centre. Customer loyalty is a vague
and dynamic concept, and the actual appearance of the condition of fulfilment will vary from
individual to individual and item administration.

The state of fulfilment is determined by several mental and physically aspects related
to fulfilling practices, such as return and suggest rate. The level of fulfilment can also change
depending on the consumer's choices and other goods against which the consumer might
compare the goods offered by the company. Since fulfilment is fundamentally a mental state,
care ought to be required in the exertion of quantitative estimation, inspite of the fact that an
extensive amount of research around there has been created.

BENEFITS OF CUSTOMER SATISFACTION

 Customer satisfaction reveals your areas of strength
You may identify what aspects of your business are successful and keep doing them by
tracking and assessing consumer happiness. However, you will not know unless you conduct
customer satisfaction surveys. Growing businesses place a high priority on satisfying
consumers, and gathering customer feedback is a crucial method of identifying happy clients.
Results will reveal who these clients are and what you are doing to ensure that their
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interactions with your brand are positive. You may carry on doing what they enjoy once you
have this knowledge to encourage customer retention, and you will profit from the following:
 Customer satisfaction enables you to identify areas for improvement
You may identify areas for improvement in your customer service strategy by looking
at the gaps in customer satisfaction. If you do not know why your customers are unhappy,
you cannot improve your goods or services in a way that will satisfy them and give them the
experiences they want.
Make sure you are conducting customer satisfaction surveys, reviewing the findings,
and taking appropriate action in response to unfavorable customer comments. This is crucial,
even if the feedback is difficult to hear, as it will guarantee that you take the necessary
precautions to stop customer attrition, bad reviews on your product pages or on social media,
and adverse word-of-mouth recommendations to family and friends.
 Customer satisfaction leads to higher customer loyalty and advocacy
If your company has a high level of customer satisfaction, you will have customers
who are loyal to your brand. These customers will recommend fresh prospects to your
company and provide more testimonials for your marketing staff. You can build customer
advocacy programs for these users and encourage them to advertise on your behalf.
Programs that encourage customer advocacy reward clients who suggest new
customers to your company. Customers are encouraged to sign up for the program, and in
return for reviews and testimonials, they receive gifts or discounts. In return, your top
customers are rewarded, and their loyalty is maintained, resulting in a mutually beneficial
relationship.
 Customer satisfaction increases customer retention and reduces churn
The customer retention will be better the more satisfied your customers are. After all,
if you continue to meet their needs, happy customers will not have many reasons to switch to
your competition. Contrarily, dissatisfied customers will have numerous reasons to go, and it
will be up to your staff to convince them better. Customer satisfaction increases your chances
by giving you valuable information about the customer's interaction with your brand.
 Customer satisfaction leads to a longer customer lifetime value
Customer lifetime value (CLTV) is the anticipated revenue you can get from a single
customer for as long as they remain a loyal customer. If a customer is dissatisfied with your
goods and services, it is likely that they will not make another purchase from you. You would
lose out on prospective income possibilities because the customer's lifetime value is minimal.
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INDUSTRY PROFILE

SOFTWARE INDUSTRY / TECHNOLOGY

The Software and Software Services Industry encompasses companies involved in the
creation, maintenance, and distribution of software products. These software applications are
utilized in a variety of business models. These models are typically licensed or cloud-based.
In addition to software, the software business provides services ranging from training to
consulting to documentation. The software industry has been an essential part of the US
business market since the 1960s, although it did not begin to grow significantly until the late
1980s and early 1990s.
Programming services, system services, open source, and SaaS are the four main
divisions of the software industry. The types of business software utilized in the sector are
described in the following.
The companies that were most successful created specialized skills that gave them an
edge in their industry. The software business has grown significantly since its small-scale
operations in the 1960s, and it has been a significant contribution to the creation of many jobs
and to the economy. Innovation was warmly welcomed in the 1990s. There were boasts of
miraculous productivity that were frequently accepted at face value, and venture capitalists
were eager to support initiatives in order to get a piece of the action. The software sector now
has greater opportunities because to the internet. The 1990s software boom foreshadowed the
large earnings of today. The software sector changed major nations' workplace cultures and
enterprises as computers became more widely available.
The pandemic has led businesses to adapt their software systems to allow a sizable
portion of their staff to work from home, which has transformed the workplace. Moving to
the cloud is crucial because a company's IT infrastructure and its employees will now be in
numerous places. Additionally, because of the pandemic's severe revenue impact, businesses
are under tremendous pressure to increase their margins by reducing costs (raising prices is
not an option). And moving to the cloud enables businesses to reduce their IT expenses.

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INDUSTRY PROFILE INDIAN PERSPECTIVE:

There is a considerable impact on the GDP and welfare of the nation, the IT & BPM
sector has emerged as one of the key drivers of economic growth for the Indian economy. In
FY22, the IT sector contributed 7.4% of India's GDP; by 2025, that percentage is projected to
rise to 10%.
As creative digital applications dominate sector after sector, India is now poised for
the next stage of its IT revolution. The rest of the world regards India as having one of the
largest Internet user bases and the lowest Internet rates, with 76 crore citizens currently
having access to the internet.
The present focus is on the creation of considerable economic value and citizen
empowerment, owing to the Digital India Program’s robust foundation of digital
infrastructure and expanded digital access. India is one of the countries with the fastest rate of
digital adoption. This was done via a combination of government action, business innovation
and investment, and new digital apps that are already enhancing and penetrating a wide range
of activities and diverse types of labor, therefore positively impacting citizens' everyday
lives.

INDUSTRY PROFILE GLOBAL PERSPECTIVE:

The global information technology market increased at an 8.2% compound annual

growth rate (CAGR) from $8179.48 billion in 2022 to $8852.41 billion in 2023. At least in
the near term, the Russia-Ukraine war hampered global economic recovery from the COVID-
19 epidemic. The battle between these two nations has resulted in economic sanctions against
many countries, a jump in commodity prices, and supply chain disruptions, producing
inflation across products and services and hurting many markets throughout the world. The
information technology industry is estimated to increase at a 7.9% CAGR to $11995.97
billion in 2027.
Throughout the forecast period, the demand for IT services is anticipated to be driven
by the demand for cloud computing services. In the cloud computing model, data is stored
online by a cloud computing provider who also manages and runs data storage as a service.
Applications that are hosted in the cloud are becoming increasingly popular among
businesses for their everyday operations. For instance, figures from hostingtribunal.com show
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that in 2019, 60% of computing workloads were carried out on the public cloud. In a similar
vein, cloud data centers are anticipated to handle 94% of business workloads by 2021.
Additionally, businesses are choosing cloud-based data storage, which is driving up demand
for IT services.
Alternatives that are free or low cost have become more prevalent during the last five
years. For the creation of new technologies, open source has gained popularity. Software that
was not profitable in the past was open sourced by software publishers, however these days
businesses open-source software to get a larger market share. Supabase, a YC-incubated firm
that provides open-source alternatives to developers, said that it has acquired $6 million in
investment to produce new open-source tools.

The information technology (IT) industry is made up of the income generated by

businesses that offer IT services including computer networking, broadcasting, systems
design, and information delivery technologies like televisions and telephones, as well as other
related tools. The price of linked items that the service provider sells or offers together with
the service is included in the market value.

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COMPANY PROFILE

Appometrics is a one stop solution for your App marketing needs. Appometrics, get
you incentivized and non incent app downloads for Android and iOS. Appometrics are
specialized in driving downloads through cost per install, social media, and Google AdWords
& playstore campaigns. Appometrics helps you in building an optimized app store for your
app, explanatory videos for app.
Appometrics is driven by the passion to explore new strategies, innovate, and
experiment.
 App Marketing Strategy
 App Development & Maintenance
 App Reviews & Promo Videos
 Social Media Management
 Web Design / Development
MISSION
Our mission is to maximize the downloads, installs, performance and positioning of
your Android and iOS App.
VISION
We strive to ensure that our customers are satisfied and we work continuously to develop
your projects and surpass your expectations.
SERVICES PROVIDED
 App Audit & Review
 App Store Optimization
 Pay-Per-Click Advertising
 Social Media Development
 Search Engine Optimization
 Web Design & Development
 Conversion Optimization
 Mobile Optimization
 Reputation Management

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  Mobile App Marketing Strategy

Planning and executing the best way to get your App ranked and obtain quality downloads

and visitors.

 User Acquisition

Creating strategies to get your visitors convert and sign up for your services.

 App Download Campaigns

Google AdWords, social media, and CPI campaigns for your app downloads.

 App Store Optimization

SEO friendly Description and Images for your App store. Monitoring active users of your app

and minimizing uninstalls.

 Mobile App Marketing

Building strong online reputation by reviews, deep link advertisement, push app notification

for quality engagements.

 App Videos

2D, 3D and white board animation explainery videos for App store in regional language. App

videos helps 120% in downloads from app store.

NEED/IMPORTANCE OF STUDY

Nowadays, most individuals rely more on online searches to find any kind of
information. As a result, firms are using digital marketing channels to advertise and achieve
commercial success. These services are also offered by organizations. One of the businesses
that provides its clients with digital marketing services is Appometrics, which has its
headquarters in Chennai. It is never safe for a business to gauge customer happiness when it
is giving services to customers; otherwise, it would be challenging to maintain them in the
cutthroat industry. The purpose of this study is to ascertain the level of client satisfaction with
Appometrics' digital marketing services.

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STATEMENT OF THE PROBLEM
Companies frequently make judgements based on their own experience without
considering what existing customers think and feel. The organization must be available to its
clients and capable of delivering and resolving their difficulties. You should be aware of how
they operate in terms of digital services and how satisfied their clients are with their digital
marketing services. This research investigates the amount of customer satisfaction with the
company's digital marketing services.
OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVE
 To study about the customer satisfaction level towards the digital marketing services
by Appometrics company.
SECONDARY OBJECTIVES
 To understand about the awareness of digital marketing services provided by
Appometrics.
 To study the perception of customer towards products and services offered.
 To provide suggestion to improve the customer’s satisfaction levels at Appometrics.
SCOPE OF THE STUDY
 The scope encompasses theoretical and practical basis of customer satisfaction levels

 The study ensures the level of effectiveness of digital marketing services.

 The study can help implementing actions to improve present digital marketing system
in Appometrics.

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 CHAPTER II
REVIEW OF LITERATURE
 Chaffey, Dave dan PR Smith (2008)
According to Chaffey, it is crucial to comprehend how digital marketing differs from
traditional marketing in old media. For instance, the communication model used by
television, radio, newspapers, magazines, and advertisements was and is one to many, as
opposed to one to one or many to many in digital marketing models used by blogs, wikis,
social networks, networks, and other social networks.
 S. Chitra, e. Shobana (2017)
Online marketing is the practice of promoting goods or services online. It connects the
technological and creative parts of the internet, including design, development, marketing,
and commerce. Businesses that conduct business with other businesses as well as those who
offer products and services directly to customers use it. It describes the methods a company
may use to sell, advertise, and promote its goods, services, or brand via the World Wide Web.
 Prof. K. Sathya, s. Preethi, dr. V. Balakrishnan (2017)
The art and science of selling goods and/or services using digital networks, such the
Internet and cellular phone networks, is known as online marketing. Finding the ideal
combination of internet marketing tactics that appeal to your target audience and result in
sales is the art of online marketing. With 92 million internet users, India is in fourth position
in 2016.
All types of small businesses are beginning to realize how important online marketing
is. There are other ways that online marketing might save you time and money. The Internet
has become a major source of opportunity for companies to market their products in the
United States. Researchers are using the data collected by the Internet to answer
social/economic questions. After collecting and analyzing the data, the researcher must
complete the task of drawing inferences.
 Manvi khandelwal, ashok sharma, deepika varshney, Arti dagur (2018)
Digital content marketing is an important marketing tool that has been used by
companies/ websites to gain new customers and secure key customers. This research has been
conducted to understand the use and importance of digital content marketing strategy and
evaluate the content marketing factors which are responsible for the consumers buying

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behavior. Demographic Profiles of the respondents were used to measure the level of sales
growth and market value of a website.
Content marketing strategy should include features such as spacing, language, edit
cart feature, security logo display, offers and discounts, special occasions and festivals,
feedback and review display, live chat option service, and accurate and reliable information
about the product should be provided. Customer satisfaction levels were measured in terms of
brand education, financial benefit, and recommendation.
 Dr leena jenefa, dr jagbir singh kadyan, dr m abu naser (2019)
Digital marketing is an important form of marketing that provides companies with
new opportunities to do business 24 hours a week. This study was conducted to understand
the awareness of digital marketing among customers and the level of satisfaction towards
digital advertisement on consumer goods. 120 respondents from south-west Delhi were
surveyed using a structured questionnaire and the data was analyzed using SPSS 25 and the
chi square test.
 Ayodeji awokunle awosoji (2021)
This study determined the effect of digital marketing on customer satisfaction in
Lagos, Nigeria. The Yamane formula predicted 400 sample population and 347
questionnaires were successfully filled and returned. Different analyses such as frequency,
factor, regression, and correlation were used to analyze the data. It was found that customers
use digital technology daily and prefer social media marketing as a means of digital
marketing.
The most important details in this text are that customer satisfaction and digital
marketing have a significant positive correlation, with mobile marketing having a positive
correlation, email marketing having a positive correlation, social media marketing having a
positive correlation, and search engine marketing having a positive correlation. These
findings suggest that efficiency and effective management of digital marketing can make
customers feel satisfied when they purchase products online.
 Dr. Sridevi K.B, Sankara Lingam S,Robin S, Ishrad Ali A, Deepthi Shivani P
(2021)
Digital marketing is a form of marketing and advertising that involves sending
promotional marketing messages to customers through the Internet. It entails a range of
display adverts, including online banner ads, social media marketing, email marketing, search
engine marketing (SEM), and mobile advertising. Internet advertising often includes both a
14
publisher and an advertiser, with advertising agencies, an ad server, and advertising
associates all possible participants. This study aims to analyze the perception of the customer,
the effectiveness of the digital marketing, and the customer’s satisfaction level among the
Phoenix digital marketing company’s customer. Data will be collected using Google form
and various kind of analysis will be used and analyzed by SPSS Software.
 Luh Komang Candra Dewi, Ayunita Sindya Dewi, Dewiwati Sujadi (2022)
This study intends to examine how customer loyalty and satisfaction at Gipsy Belles
Jewellery Bali are affected by digital marketing and customer relationship marketing.
Customers that shop at Gipsy Belles Jewellery Bali made up the sample population, with a
minimum of 95 and a maximum of 190 responses. The findings indicate that consumer
satisfaction has a positive and significant impact on customer relationship marketing,
consumer satisfaction has a positive and significant impact on digital marketing, consumer
loyalty has a positive but not significant impact on customer relationship marketing, and
consumer satisfaction has a positive and significant impact on consumer loyalty.
 Maher Alwana and Muhammad Alshuridehb (2022)
This study aims to look at the relationship between value creation and customer
happiness in Jordan and digital marketing. A quantitative research approach was used to
collect data from a sample of customers. After the instrument was developed and adapted to
meet the objectives of the study, the data were analyzed using the PLS-SEM method. The
results showed that digital marketing has a large and positive influence on both value
generation AND consumer delight. The research will fill in information gaps and provide us a
clearer understanding of the issues surrounding this topic.
 Sunantha P, Dr. M. Chandran (2022)

The Internet is growing rapidly, leading to digitalization. Digital marketing is used to

market products and services, gaining reviews, and converting them into retained customers.
A study has been done to find out the reasons behind digital marketing and its level of
satisfaction towards customers. The results of the study were significant, with a One-Way
ANOVA analysis showing a significant result.

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 CHAPTER III

RESEARCH METHODOLOGY

RESEARCH DESIGN
A research design is purely and simply the framework or plan for a study that guides
the collection and analysis of data. There are two basic types of research design are
Exploratory and Conclusive. Conclusive type of research design again classified in to two
categories, they are Descriptive and Casual. This study will be conducted based on
Descriptive method.
SAMPLING SIZE
The sample size chosen for this study is 120
SAMPLING TECHNIQUE

The sampling method used is convenience sampling.

QUESTIONNAIRE DESIGN

Structured questionnaire will be used for the collection of data from the respondents.
It has prepared after the discussion with company officials and industry experts. It includes
both open ended and closed ended questions. Closed ended questions are consists
dichotomous questions, multiple choice questions and Likert scale rating questions.
METHODS OF DATA COLLECTION

Data will be collected by survey method and interviewing respondents directly.

Moreover, some data will be collected through emails by sending e-questionnaires to the
respondents.
DATA COLLECTION
Primary data
Primary data refers to data that is collected afresh and recorded for the first time.
Primary data are those data, which is collected by the researcher himself. It thus happens to
be original in nature. The various methods of collecting primary data are performing survey,
census through observation or through correct communication with respondents. The primary
data for the study will be collected through feedback forms and informal interviews with the
company itself.

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Secondary Data:

The secondary data are those, which have already been collected by someone else and
passed through statistical process. The secondary data required of the research will be
collected through various newspapers and Internet etc.

LIMITATIONS OF THE STUDY

 Due to time constraint, the area of the study is restricted to Appometrics Company.
 The respondent perception of customers regarding digital marketing services about
Appometrics company may vary from time to time.
 Due to time constraint, a relatively small sample size could be collected only from the
selected customer and hence it limits the extent to which we can generalize the issues.
 The findings and conclusions are based on the knowledge of the respondents
sometime may subject to bias.
STATISTICAL TOOLS

 PERCENTAGE ANALYSIS

Percentage refers to a special kind of ratio in marketing comparison between two or more
data to describe Relationships. Percentage can be used to compare the relative terms. The
distribution of two or more series of data.

PERCENTAGE = NUMBER OF RESPONDENTS X 100

TOTAL RESPONDENTS

 CHI-SQUARE TEST:

A Chi-square test is a statistical hypothesis test in which the sampling distribution of

the test statistic is a chi-square distribution. The formulae used to calculate the chi – square
value is

(O – E) 2

χ2 = ∑ ––––––

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χ2 = Pearson’s cumulative test statistic, when Asymptotically approaches a χ2 distribution.
Oi = an Observed Frequency.
Ei = an expected frequency, asserted by the null hypothesis.
n = the number of cells in the table.

 CORRELATION

This is one of the statistical tools used to measure the relationship between two or more than
two variables. The measure of correlation is coefficient of correlation. Of the several
mathematical methods of measuring correlation, Karl’s Pearson method popularly known as
pearsonian coefficient of correlation, is most widely used in practice. The correlation
coefficient is popularly denoted as R. The correlation coefficient R value should be between -
1 to +1. The value is 0 means there is no relationship between the variables.

The values + ve means there is a positive relationship between the variables. The value is –
ve means there is a negative relationship between the variables.

Mathematically solved by using this equation,

CHAPTER IV
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 DATA ANALYSIS AND INTERPRETATION

TABLE 4.1
Gender
S.NO No of Percentage
Particulars
respondents
1. Male 63 57.3
2. Female 46 41.8
3. Others 1 0.9
Total 110

CHART 4.1
Gender

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 57.3% of the respondents
are Male, 41.8% of the respondents are Female and 0.9% of the respondents are other
category

TABLE 4.2

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 Age
S.NO Number of Percentage
respondents
1. 18 - 24 years 39 35.5

2. 25 - 34 years 67 60.9

3. 35 - 44 years 3 2.7

4. 45 - 55 years 1 0.9

5. 55 years & above 0 0

Total 110

CHART 4.2
Age

INTERPRETATION:
From the above table it is clear that Out of 110 respondents,60.9% of the respondents
belongs to 25 - 34 years of age group, 35.5% of the respondents belongs to 18 - 24 years,
2.7% of the respondents belongs 35 - 44 years, 0.9% of the respondents belongs 45 - 55 years
and none of the respondents belongs to 55 years & above age group.

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 TABLE 4.3
Educational Qualification

S.NO Particulars No of respondents Percentage

1. Professional 11 10

2. UG 64 58.2

3. PG 36 32.7

4. Diploma 3 2.7

5. Others 8 7.3

Total 110 100

CHART 4.3
Education Qualification

INTERPRETATION:
From the above table it is clear that Out of 110 respondents,58.2% of the respondents
are Under graduates, 32.7% of the respondents are Post graduated, 10% of the respondents
are Professional, 7.3% of the respondents are other category people and 2.7% of the
respondents are Diploma holders.

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 TABLE 4.4
Marital Status

S.NO Particulars No of respondents Percentage

1. Single 79 71.8

2. Married 34 30.9

Total 110 100

CHART 4.4
Marital Status

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 71.8% of the respondents
are single and 30.9% of the respondents are married.

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 TABLE 4.5
How long have you been utilizing Appometrics digital marketing services?
No of
S.NO Particulars Percentage
respondents

1. Below 2 years 27 24.5

2. 2 years – 4 years 14 12.7

3. 4 Years – 6 Years 23 20.9

4. Above 6 years 46 41.8

Total 110 100

CHART 4.5
How long have you been utilizing Appometrics digital marketing services?

INTERPRETATION:
From the above table it is clear that Out of 110 respondents,41.8% of the respondents
belongs to above 6 years of experience of using websites, 24.5% of the respondents belongs
to below 2 years, 20.9% of the respondents belongs to 4 years – 6 years of experience, 12.7%
of the respondents belongs to 2 years - 4 years of experience of using websites.

23
 TABLE 4.6
Do you own a website for yourself or for your business?

No of
S.NO Particulars Percentage
respondents

1. Yes 13 11.8

2. No 97 88.2

Total 110 100

CHART 4.6
Do you own a website for yourself or for your business?

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 88.2% of the respondents said
they are not owning a website and 11.8% of the respondents said yes they are owning a
website.

24
 TABLE 4.7
Do you require a website to be created specifically for your company/yourself?

No of
S.NO Particulars Percentage
respondents

1. Yes 25 22.7

2. No 85 77.3

Total 110 100

CHART 4.7
Do you require a website to be created specifically for your company/yourself?

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 77.3% of the respondents
said they not required a website and 22.7% of the respondents said yes they required a
website.

25
 TABLE 4.8
How long do you anticipate it will take to construct a website?

S.NO Particulars No of respondents Percentage

1. Below 2 months 60 54.5

2. 2 months - 4 months 33 30

3. 4 - 6 months 10 9.1

4. Above 6 months 7 6.4

Total 110 100

CHART 4.8
How long do you anticipate it will take to construct a website?

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 54.5% of the respondents
said they need potential time below 2 months to create a website, 30% of the respondents said
2 months - 4 months time to create website, 9.1% of the respondents said they need 4- 6
months time to create website and 6.4% of the respondents said they need above 6 months
potential time to create a website.

26
 TABLE 4.9
How do you feel about the cost of the digital marketing services in Appometrics?

S.NO Particulars No of respondents Percentage

1. Satisfactory 37 33.6

2. Neutral 70 63.6

3. Unsatisfactory 3 2.7

Total 110 100

CHART 4.9
How do you feel about the cost of the digital marketing services in Appometrics?

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 63.6% of the respondents
said they are neutral about the cost of the digital marketing services in appometrics, 33.6% of
the respondents said they are satisfied about the cost of the digital marketing services in
appometrics and 2.7% of the respondents are Unsatisfactory on the above statement.

27
 TABLE 4.10
Implementing digital marketing services allows you to respond to customers quickly
S.NO Particulars No of respondents Percentage
1. Strongly Agree 38 34.5
2. Agree 55 50
3. Neutral 16 14.5
4. Disagree 1 0.9
5. Strongly disagree 0 0
Total 110 100

CHART 4.10
Implementing digital marketing services allows you to respond to customers quickly

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 50% of the respondents
are agreed that using digital marketing gives faster response to customers, 34.5% of the
respondents are strongly agreed, 14.5% of the respondents are neutral about using digital
marketing gives faster response to customers, 0.9% of the respondents are disagreed and none
of the respondents are strongly disagreed about using digital marketing gives faster response
to customers.

28
 TABLE 4.11
Digital marketing makes it easier for everyone to obtain information easily

S.NO Particulars No of respondents Percentage

1. Strongly Agree 38 34.5
2. Agree 57 51.8
3. Neutral 14 12.7
4. Disagree 1 0.9
5. Strongly disagree 0 0
Total 110 100

CHART 4.11
Digital marketing makes it easier for everyone to obtain information easily

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 51.8% of the respondents
are agreed that digital marketing takes them boundless universal accessibility,34.5% of the
respondents are strongly agreed, 12.7% of the respondents are neutral, 0.9% of the
respondents are disagreed and none of the respondents strongly disagreed on the above
statement.

29
 TABLE 4.12
There are no privacy or security issues when a firm implements

digital marketing services

S.NO Particulars No of respondents Percentage

1. Strongly Agree 24 21.8
2. Agree 54 49.1
3. Neutral 28 25.5
4. Disagree 3 2.7
5. Strongly disagree 1 0.9
Total 110 100

CHART 4.12
There are no privacy or security issues when a firm implements digital marketing
services

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 49.1% of the respondents
are agreed about security/privacy issues while opting for digital marketing services, 25.5% of
the respondents are neutral about security/privacy issues while opting for digital marketing
services, 21.8% of the respondents are strongly agreed, 2.7% of the respondents are disagreed
and 0.9% of the respondents are strongly disgreed about security/privacy issues whiile opting
for digital marketing services.
30
 TABLE 4.13
The use of digital marketing increases online customer engagement

S.NO Particulars No of respondents Percentage

1. Strongly Agree 39 35.5
2. Agree 58 52.7
3. Neutral 10 9.1
4. Disagree 3 2.7
5. Strongly disagree 0 0
Total 110 100

CHART 4.13
The use of digital marketing increases online customer engagement

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 52.7% of the respondents
are agreed that digital marketing increases customer engagment online, 35.5% of the
respondents are strongly agreed, 9.1% of the respondents are neutral, 2.7% of the respondents
are disagreed that digital marketing doesn’t increases customer engagment online and none of
the respondents are strongly disagreed on the above statement.

31
 TABLE 4.14
Promoting using digital media increases online search results
S.NO Particulars No of respondents Percentage
1. Strongly Agree 41 37.3
2. Agree 58 52.7
3. Neutral 10 9.1
4. Disagree 1 0.9
5. Strongly disagree 0 0
Total 110 100

CHART 4.14
Promoting using digital media increases online search results

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 52.7% of the respondents
are agreed that digital marketing improves search results in web, 37.3% of the respondents
are are strongly agreed, 9.1% of the respondents are neutral, 0.9% of the respondents are
disagreed and none of the respondents are strongly disagreed that digital marketing not
improves search results in web.
32
 TABLE 4.15
The usage of digital marketing in business increases consumer acquisition

S.NO Particulars No of respondents Percentage

1. Strongly Agree 32 29.1
2. Agree 63 57.3
3. Neutral 15 13.6
4. Disagree 0 0
5. Strongly disagree 0 0
Total 110 100

CHART 4.15
The usage of digital marketing in business increases consumer acquisition

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 57.3% of the respondents
are agreed that digital marketing increases customer acquisition in web, 29.1% of the
respondents are strongly agreed, 13.6% of the respondents are neutral and none of the
respondents are disagreed/strongly disagreed on the above statement.

33
 TABLE 4.16
Companies benefit from increased sales leads produced through digital marketing

S.NO Particulars No of respondents Percentage

1. Strongly Agree 39 35.5
2. Agree 55 50
3. Neutral 14 12.7
4. Disagree 2 1.8
5. Strongly disagree 0 0
Total 110 100

CHART 4.16
Companies benefit from increased sales leads produced through digital marketing

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 50% of the respondents
are agreed that digital marketing increases sales leads for companies, 35.5% of the
respondents are strongly agreed, 12.7% of the respondents are neutral, 1.8% of the
respondents are disagreed and none of the respondents are strongly disagreed on the above
statement.

34
 TABLE 4.17
The adoption of digital marketing enhances the web user experience

S.NO Particulars No of respondents Percentage

1. Strongly Agree 28 25.5
2. Agree 61 55.5
3. Neutral 21 19.1
4. Disagree 0 0
5. Strongly disagree 0 0
Total 110 100

CHART 4.17
The adoption of digital marketing enhances the web user experience

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 55.5% of the respondents
are agreed that digital marketing improves web user experience, 25.5% of the respondents are
strongly agreed, 19.1% of the respondents are neutral and none of the respondents are
disagreed/strongly disagreed about digital marketing improves web user experience.

35
 TABLE 4.18

The deployment of digital marketing enhances website traffic

S.NO Particulars No of respondents Percentage
1. Strongly Agree 36 32.7
2. Agree 48 43.6
3. Neutral 24 21.8
4. Disagree 2 1.8
5. Strongly disagree 0 0
Total 110 100

CHART 4.18
The deployment of digital marketing enhances website traffic

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 43.6% of the respondents
are agreed that digital marketing increases website traffic, 32.7% of the respondents are
strongly agreed, 21.8% of the respondents are neutral about digital marketing increases
website traffic, 1.8% of the respondents are disagreed and none of the respondents are
strongly agreed that digital marketing will not increases website traffic.

36
 TABLE 4.19
Businesses use digital marketing services to boost brand visibility and sales

S.NO Particulars No of respondents Percentage

1. Strongly Agree 41 37.3
2. Agree 54 49.1
3. Neutral 14 12.7
4. Disagree 1 0.9
5. Strongly disagree 0 0
Total 110 100

CHART 4.19
Businesses use digital marketing services to boost brand visibility and sales.

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 49.1% of the respondents
are agreed that digital marketing improves brand awareness, 37.3% of the respondents are
strongly agreed, 12.7% of the respondents are neutral, 0.9% of the respondents are disagreed
and none of the respondents are strongly disagreed that digital marketing will not improves
brand awarness.
37
 TABLE 4.20
Appometrics has effective pricing and high reputation among their competitors
S.NO Particulars No of respondents Percentage
1. Strongly Agree 30 27.3
2. Agree 56 50.9
3. Neutral 22 20
4. Disagree 1 0.9
5. Strongly disagree 1 0.9
Total 110 100

CHART 4.20
Appometrics has effective pricing and high reputation among their competitors

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 50.9% of the respondents
are agreed that digital marketing services has high pricing/increased price competition among
companies, 27.3% of the respondents are strongly agreed, 20% of the respondents are neutral,
0.9% of the respondents are disagreed/strongly diagreed on the above statement.

38
 TABLE 4.21
Integrating digital marketing services into a business takes a significant amount

of time and resources

S.NO Particulars No of respondents Percentage

1. Strongly Agree 23 20.9
2. Agree 51 46.4
3. Neutral 28 25.5
4. Disagree 6 5.5
5. Strongly disagree 2 1.8
Total 110 100

CHART 4.21
Integrating digital marketing services into a business takes a significant amount

of time and resources

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 46.4% of the respondents
are agreed that digital marketing services has maintenance costs, 25.5% of the respondents
are neutral, 20.9% of the respondents are strongly agreed, 5.5% of the respondents are
disagreed and 1.8% of the respondents are strongly disagreed with digital marketing services.

39
 TABLE 4.22
What are the factors that attract you to utilize Appometrics services?

S.NO Particulars No of respondents Percentage

1. Quality 34 30.9
2. Price 17 15.5
3. Responsiveness 28 25.5
4. Offers 18 16.4
5. Professionalism 13 11.8
Total 110 100

CHART 4.22
What are the factors that attract you to utilize Appometrics services?

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 30.9% of the respondents
said that quality is the factor attracts the most to render the digital marketing services, 25.5%
of the respondents said responsiveness, 16.4% of the respondents said about offers, 15.5% of
the respondents said about price is the factor and 11.8% of the respondents said that
Professionalism is the factor attracts the most to render the digital marketing services.
40
 TABLE 4.23
How well does the Appometrics services satisfy your requirements?

S.NO Particulars No of respondents Percentage

1. Excellent 21 19.1
2. Good 72 65.5
3. Average 16 14.5
4. Fair 1 0.9
5. Poor 0 0
Total 110 100

CHART 4.23
How well does the Appometrics services satisfy your requirements?

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 65.5% of the respondents
said good about Appometrics service meet customer needs, 19.1% of the respondents said
excellent, 14.5% of the respondents said average, 0.9% of the respondents said fair about
Appometrics service meet customer needs and none of the respondents said that poor on the
above statement.

41
 TABLE 4.24
Which of the following aspects increases customer satisfaction?

S.NO Particulars No of respondents Percentage

1. Quality 62 28.7
2. Competitive Pricing 40 18.5
3. Good value-added services 55 25.4
4. Discounts 26 12.03
5. Communication strategies 33 15.2
Total 216 100

CHART 4.24
Which of the following aspects increases customer satisfaction?

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, 56.4% of the respondents
said quality helps to built a good digital marketing services, 50% of the respondents said
good value added services, 36.4% of the respondents said competitive pricing helps to built a
good digital marketing services, 30% of the respondents said communication strategies and
23.6% of the respondents said about discounts helps to built a good digital marketing
services.

42
 TABLE 4.25
Would you recommend Appometrics to your friends?

S.NO Particulars No of respondents Percentage

1. Yes 106 96.4
2. No 4 3.6
Total 110 100

CHART 4.25
Would you recommend Appometrics to your friends?

INTERPRETATION:
From the above table it is clear that Out of 110 respondents, mostly 96.4% of the
respondents said yes they will recommend digital marketing services to their friends and
3.6% of the respondents said no they will not recommend digital marketing services to their
friends.

43
 CHI- SQUARE TEST
Chi-square is the sum of the squared difference observed (o) and the expected (e) data (or the
deviation, d), divided by the expected data in all possible categories.

I. Null hypothesis (Ho):

There is no relationship between about the cost of the digital marketing services at
Appometrics and their competitors.

II. Alternate hypothesis (H1):

There is a relationship between the cost of the digital marketing services at
Appometrics and their competitors.

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

How do you feel about the
cost of the digital marketing
services Appometrics?

109 100.0% 0 .0% 109 100.0%

*Digital marketing services
has effective pricing and
increased competition among
their competitors?

44
 Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

How do you feel about the cost of the digital marketing services?
* Digital marketing services has effective pricing and increased competitions
among their competitors
Crosstabulation

Digital marketing services at Appometrics has

high pricing and increased competition
among other companies
Strongly Strongly
disagree Disagree Neutral Agree Agree Total
How do you Unsatisfactory Count 0 0 2 1 1 4
feel about the
Expected
cost of the .0 .0 .8 2.1 1.1 4.0
Count
digital
marketing Neutral Count 1 0 13 40 15 69
services at Expected
Appometrics? .6 .6 13.3 35.4 19.0 69.0
Count
Satisfactory Count 0 1 6 15 14 36
Expected
.3 .3 6.9 18.5 9.9 36.0
Count
Total Count 1 1 21 56 30 109

45
 Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Expected
1.0 1.0 21.0 56.0 30.0 109.0
Count

Chi-Square Test
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 9.025a 8 .340
Likelihood Ratio 8.972 8 .345
Linear-by-Linear
1.876 1 .171
Association
N of Valid Cases 109

a. 9 cells (60.0%) have expected count less than 5. The minimum expected count
is .04.

INTERPRETATION:
From the above table, p value is found to be 0.340 which is greater than 0.05. Hence, null
hypothesis (H0) is accepted and alternate hypothesis (H1) is rejected. Therefore, there is no
relationship between the about the cost of the digital marketing services at Appometrics and
their competitors.
I. Null hypothesis (Ho):
There is no relationship between the factors attracts you the most to render the
digital marketing services and how well does Appometrics digital marketing services meet
your needs.
II. Alternate hypothesis (H1):

46
 There is a relationship between the factors attracts you the opt the digital
marketing services and how well does Appometrics digital marketing services meet your
needs.

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
What are the factors that
attract you to utilize
Appometrics services?
109 100.0% 0 .0% 109 100.0%
How well does
Appometrics digital
marketing services meet
your needs?

47
 What are the factors that attract you to utilize Appometrics services?
How well does the Appometrics services satisfy your requirements? Crosstabulation

How well does Appometrics digital

marketing services meet your
needs?
Neutral Agree Strongly Agree Total
What are the factors that Strongly Count 1 19 13 33
attract you to utilize disagree
Appometrics services? Expected
4.8 21.8 6.4 33.0
Count
Disagree Count 2 13 1 16
Expected
2.3 10.6 3.1 16.0
Count
Neutral Count 5 21 4 30
Expected
4.4 19.8 5.8 30.0
Count
Agree Count 7 9 2 18
Expected
2.6 11.9 3.5 18.0
Count
Strongly Count 1 10 1 12
Agree Expected
1.8 7.9 2.3 12.0
Count
Total Count 16 72 21 109
Expected
16.0 72.0 21.0 109.0
Count

Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 23.194a 8 .003
Likelihood Ratio 21.736 8 .005
Linear-by-Linear
10.088 1 .001
Association
N of Valid Cases 109
a. 8 cells (53.3%) have expected count less than 5. The
minimum expected count is 1.76.

48
INTERPRETATION:
From the above table, p value is found to be 0.003 which is lesser than 0.05. Hence, alternate
hypothesis (H1) is accepted and null hypothesis (H0) is rejected. Therefore, there is a
relationship between the factors attracts you the most to render the digital marketing services
and how well does Appometrics digital marketing services meet your needs.

ANALYSIS USING KARL PEARSON’S CORRELATION

Correlation analysis is the statistical tool used to measure the degree to which two variables
are linearly related to each other. Correlation measures the degree of association between two
variables.
Null hypothesis (H0):
There is a positive relationship between opting digital marketing it gives faster
response to the customers and there is no security, privacy issues while opting for digital
marketing services.
Alternate hypothesis (H1):

49
 There is negative relationship between opting digital marketing services it does not
give faster response to the customers and there is security, privacy issues while opting for
digital marketing services.
CORRELATION

There is
Using digital no security, privacy
marketing services, it issues while opting for
gives faster response digital marketing
to the customers services

Using digital marketing Pearson

1 .218*
services, it gives faster Correlation
response to the customers Sig. (2-tailed) .023

N 109 109

There is no security or Pearson

.218* 1
privacy issues while opting Correlation
for digital marketing Sig. (2-tailed) .023
services
N 109 109

*. Correlation is significant at the 0.05 level (2-tailed).

= .218

INFERENCE:

50
Since r is positive, there is a positive relationship between using digital marketing services it
gives faster response to the customers and there is no security, privacy issues while opting for
digital marketing services.

CHAPTER V

FINDINGS

 57.3% of the respondents are Male, 41.8% of the respondents are Female and 0.9% of
the respondents are another category.

51
 60.9% of the respondents belong to 25 - 34 years of age group, 35.5% of the
respondents belong to 18 - 24 years, 2.7% of the respondents belongs 35 - 44 years,
0.9% of the respondents belongs 45 - 55 years and none of the respondents belongs to
55 years & above age group.
 58.2% of the respondents are under graduates, 32.7% of the respondents are Post
graduated, 10% of the respondents are Professional, 7.3% of the respondents are other
category people and 2.7% of the respondents are Diploma holders.
 71.8% of the respondents are single and 30.9% of the respondents are married.
 41.8% of the respondents belong to above 6 years of experience of using websites,
24.5% of the respondents belong to below 2 years, 20.9% of the respondents belongs
to 4 years – 6 years of experience, 12.7% of the respondents belongs to 2 years - 4
years of experience of using websites.
 88.2% of the respondents said they do not own a website and 11.8% of the
respondents said yes, they own a website.
 77.3% of the respondents said they not required a website and 22.7% of the
respondents said yes, they required a website.
 54.5% of the respondents said they need potential time below 2 months to create a
website and 6.4% of the respondents said they need above 6 months potential time to
create a website.
 63.6% of the respondents said they are neutral about the cost of the digital marketing
services in Appometrics and 2.7% of the respondents are Unsatisfactory on the above
statement.
 50% of the respondents agreed that using digital marketing gives faster response to
customers, 0.9% of the respondents are disagreed and none of the respondents
strongly disagreed about using digital marketing gives faster response to customers.
 51.8% of the respondents are agreed that digital marketing takes them boundless
universal accessibility and none of the respondents strongly disagreed on the above
statement.
 49.1% of the respondents are agreed about security/privacy issues while opting for
digital marketing services and 0.9% of the respondents are strongly disagreed about
security/privacy issues while opting for digital marketing services.

52
 52.7% of the respondents are agreed that digital marketing increases customer
engagement online, 2.7% of the respondents are disagreed that digital marketing does
not increases customer engagement online and none of the respondents are strongly
disagreed on the above statement.
 52.7% of the respondents are agreed that digital marketing improves search results in
web and none of the respondents are strongly disagreed that digital marketing not
improves search results in web.
 57.3% of the respondents are agreed that digital marketing increases customer
acquisition in web and none of the respondents are disagreed/strongly disagreed on
the above statement.
 50% of the respondents are agreed that digital marketing increases sales leads for
companies12.7% of the respondents are neutral, 1.8% of the respondents are
disagreed and none of the respondents are strongly disagreed on the above statement.
 55.5% of the respondents are agreed that digital marketing improves web user
experience and none of the respondents are disagreed/strongly disagreed about digital
marketing improves web user experience.
 43.6% of the respondents are agreed that digital marketing increases website traffic,
1.8% of the respondents are disagreed and none of the respondents are strongly agreed
that digital marketing will not increases website traffic.
 49.1% of the respondents are agreed that digital marketing improves brand awareness
and none of the respondents are strongly disagreed that digital marketing will not
improves brand awareness.
 50.9% of the respondents are agreed that digital marketing services has high
pricing/increased price competition among companies and 0.9% of the respondents
are disagreed/strongly disagreed on the above statement.
 46.4% of the respondents are agreed that digital marketing services has maintenance
costs and 1.8% of the respondents are strongly disagreed with digital marketing
services.
 30.9% of the respondents said that quality is the factor attracts the most to render the
digital marketing services and 11.8% of the respondents said that Professionalism is
the factor attracts the most to render the digital marketing services.

53
  65.5% of the respondents said good about Appometrics service meet customer needs
and none of the respondents said that poor on the above statement.
 56.4% of the respondents said quality helps to built a good digital marketing services
and 23.6% of the respondents said about discounts helps to improve customer
satisfaction.
 96.4% of the respondents said yes, they will recommend digital marketing services to
their friends and 3.6% of the respondents said no they will not recommend digital
marketing services to their friends.

CHI- SQUARE TEST

 There is no relationship between the feel about the cost of the digital marketing
services Appometrics and digital marketing services has high pricing and increased
competition among companies.
 There is a positive relationship between the factors attracts the most to render the
digital marketing services and how well does Appometrics digital marketing services
meet the customer’s needs.

KARL PEARSON’S CORRELATION

 There is a positive relationship between using digital marketing services it gives faster
response to the customers and there is no security, privacy issues while opting for
digital marketing services.

SUGGESTIONS
 It is necessary to update the content on the website so that the information remains
current. As well as providing information consistently about new products and
discounts given.

54
  Continue to carry out commitments in maintaining product quality and maintain
communication with consumers to provide information about new products and the
convenience obtained for customers.
 To attract the customers most attractive pricing of the services must be done by
Appometrics and convince them to make use of value for money strategy. This will
help Appometrics to increase their presence in the market and also increase overall
business.
 Appometrics must closely work with their customers and know the products and
services of their clients so that they better understand and write effective content and
make use of keywords in the best possible way and attract more traffic to their clients'
website by targeting right customers.
 Always the company must work closely and allocate a specific team to a particular
company (client) so that they can understand why the sight is loading slowly and
communicate and solve the concerns of the customers in better way and in less time.
 Research data of the Appometrics must be shared as business intelligence with their
clients regularly so that working closely and having good coordination can improve
theirs as well as their clients' revenue and mutually grow by creating effective
customer relationship.
 Must try to know the clients' customers' needs and must try to create an effective
advertising that attracts customers by understanding it in a better way and make an
impact on customer buying decision making.
 Maintain trust in product quality and continue to meet consumer expectations so as to
create customer satisfaction.
 Businesses should establish a trustworthy relationship with their customers by
delivering exact quality and quantity, as well as advertising, as this will result in long-
term profitability.
 Since convenience is the major factor to go digital, the e-retailers must ensure that
digital process through sites must be made simple and cost effective.
CONCLUSION
Since consumers are more drawn to digital media than other media, brands want to
increase their presence there. Customers are also excellent information seekers, and the sole
channel for two-way contact between brands and consumers is digital media.

55
 Digital promotion offers made available to customers are an easy way to spread
information, can speak directly to the target audience, and have an impact on their feelings
and thoughts. As we can see, the company is doing this in a better way to draw in customers
and is working to address their problems and keep them as customers.
Companies are increasingly using digital marketing platforms to sell their goods and
services, provide customers with the information they need, and conveniently establish
ongoing two-way communication. As more people become accustomed to using the internet
to find the information they need, more persecutors will keep an eye on digital advertising.
The objective is to satisfy their clients and match their expectations since client pleasure has a
direct influence on loyalty.
This project report will be useful to understand digital marketing services customer
satisfaction levels and plan future strategies at Appometrics.

BIBLIOGRAPHY

 Chaffey, Dave dan PR Smith (2008) E-marketing Excellence planning and optimizing
your digital marketing. 3rd Edition, Butterworth, Heinemann, United Kingdom.

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 S. Chitra, E. Shobana (2017) A Study on Customer Satisfaction on Online Marketing
in India. International Research Journal of Management, IT & Social Sciences
(IRJMIS) Available online at http://ijcu.us/online/journal/index.php/irjmis Vol. 4
Issue 1, January 2017, pages: 93~98 ISSN: 2395-7492 Impact Factor: 5.462 |
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WEBSITES
 https://blog.hubspot.com/service/what-is-customer-satisfaction
 https://www.safalta.com/careers/the-scope-of-digital-marketing-in-india
 https://iimskills.com/digital-marketing-growth/
 https://appometrics.com/index.html
 https://appometrics.com/features_pages_about_us.html
 https://appometrics.com/services.html

QUESTIONNAIRE

DEMOGRAPHIC

58
1. Name :

2. Genders : ❑ Male ❑ Female

3. Age in years: ❑18 – 24 years ❑ 25- 34 years ❑ 35- 44 years ❑ 45 – 54 years

❑ 55 years & above

4. Qualification : ❑ Professional ❑ UG ❑PG ❑ Diploma ❑ others

5. Marital Status : ❑ Married ❑ Single

6. How long have you been utilizing Appometrics digital marketing services?

❑ Below 2 Years ❑ 2 years – 4 years ❑4 Years – 6 Years ❑Above 6 Years

AWARENESS ON DIGITAL MARKETING

7. Do you own a website for yourself or your business?

❑ Yes ❑ NO

8. Do you require a website to be created specifically for your company/yourself?

❑ Yes ❑ NO

9. How long do you anticipate it will take to construct a website?

❑ Below 2 months ❑ 2 months – 4 months ❑ 4 months – 6 months

❑Above 6 months

10. How do you feel about the cost of the digital marketing services in Appometrics?

❑ Satisfactory ❑ Neutral ❑ Unsatisfactory

SA = Strongly Agree (5) A = Agree (4) N = Neutral (3) D= Disagree (2)

SD = Strongly Disagree (1)

POSITIVE IMPACT ON DIGITAL SA A N D SD

MARKETING (5) (4) (3) (2) (1)

59
 11. Implementing digital marketing services allows
you to respond to customers more quickly

12. Digital marketing makes it easier for everyone to

obtain information easily

13. There are no privacy or security issues when a

firm implements digital marketing services

14. The use of digital marketing increases online

customer engagement.

SERVICE QUALITY SA A N D SD
(5) (4) (3) (2) (1)

15. Promoting using digital media increases online

search results

16. The usage of digital marketing in business

increases consumer acquisition.

17. Companies benefit from increased sales leads

produced through digital marketing.

18. The adoption of digital marketing enhances the

web user experience.

19. The deployment of digital marketing enhances

website traffic

20. Businesses use digital marketing services to boost

brand visibility and sales.

PRICING & BRAND IMAGE

21. Appometrics has effective pricing and high reputation among their competitors?
60
a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

22. Integrating digital marketing services into a business takes a significant amount of time

and resources.

a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

23. What are the factors that attract you to utilize Appometrics services?

a) Quality b) Price c) Responsiveness d) Offers e) Professionalism

24. How well does the Appometrics services satisfy your requirements?

a) Excellent b) Good c) Average d) Poor e) Very Poor

25. Which of the following aspects increases customer satisfaction?

❑ Quality

❑ Communication strategies

❑ Competitive pricing

❑ Good value-added services

❑ Discounts

26. Would you recommend Appometrics to your friends?

o Yes

o No

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