Our project research is in regard to study the consumer behavior towards the online advertisement.
Through the secondary research and analyzing the data and theories through different secondary sources such as Articles, Internet, Blogs etc we found that :-
Almost all the groups under demographics are daily user of the internet with the emergence of technology and its availability
With reference to the study, most of the user belongs to the office people and professionals It is found from the survey, that almost all the users of internet observes or watch the online
Maximun online purchases is for the books, music , healthcare and matrimonial. Almost 68% people think that it is a secure source of shopping.
Out of these we found that almost 52% are satisfied from the online advertisements and online shopping.
Maximun people go for online shopping nowdays because they think that it is much convenient and faster way for shopping.
A strong group of people feel that online advertisement is good promotional tool for awareness of the global brands and local brands also. Thus they think that online advertisement should be more promoted.
Thus as per our study we found that online advertisement is good and trustworthy and a convenient tool for promotion as well as shopping in this modern era. Thus companies are putting more emphasis on online shopping as the cost per exposure is much less for these advertisements. Also various tie ups with the social networking sites are enhanced as online advertisement regarded as much effective promotional tool.
6.1 Scope of Online Advertisement
Online advertising, synonymous to Internet Advertising is defined as the paid form of promotion of ideas, goods and services to targeted Consumers using Internet. Online advertising is a comparatively nascent phenomenon for Indian advertising industry but has shown immense potential in its early years and is envisaged to give all other advertising mediums a run for their money in the near future. Internet has pervaded into almost every sphere of human life in past few decades. Businesses across the globe have already begun to realize its immense potential as a tool of commercial communication and profit maximization. One of the most conspicuous effects of internet in the business arena is discernible in the field of advertising. A whole new domain of advertising with revolutionary attributes and ramifications has evolved. Internet has inculcated various new and exciting dimensions to advertising providing advertisers with tools to capture attention of target audiences with greater accuracy and efficacy. The most important dimension that internet has added to advertising is that of measurability. That is, the feedback to any advertising campaign on internet can be measured fairly accurately, rendering it possible for advertisers to ascertain productivity of their investment in the campaign objectively. One of the main advantages of internet advertising is the ability to publish information instantaneously with the convenience of modifying the content according to requirements without bothering about constraints of time and geography. This paper dives into the online advertising market in India closely tracking the way in which the Indian online ad Industry has evolved.
Online advertising is still in the embryonic stages in India, while in other parts of the world it has already taken deep roots. The share of India’s online advertising in world pie is almost negligible. But developing countries like India; where Internet users are growing very rapidly, it has huge potential. India’s leading advertisers are starting to advertise online, but at a very slow pace. Indian companies are also showing keen interest in promoting their products or services online. Currently finance sector is most dominating sector in online advertising and accounted about 40% of total online advertising in India. Some of the leading companies from this sector are HDFC, Citibank, SBI, and UTI etc. FMCG goods have just started to come in led by companies like Hindustan Lever, Procter and Gamble etc. India is among the fastest growing economies of the world. Economic Survey of India has predicted that Indian Gross Domestic Product (GDP) will grow at a rate of 6 % in the financial year 2013-14. The growth that has occurred in India since the adoption of Industrial Policy of 1991 coupled with the recent economic recession in the developed western countries has made India one of the most sought after business destinations in the world. Also, a large population with continuously increasing purchasing power has resulted in creation of a stupendously huge and lucrative market. This augurs well for Indian Advertising Industry which is now looking at harnessing the benefits of internet to augment its growth. Total Online Advertising market of India was estimated at INR 785 crores for the financial year 2009-10 and is estimated to grow in the coming financial year. This amounts to a remarkable increase of approximately 26 % over the previous financial year. Display advertisements constitute a major portion of this revenue generation followed by text advertisements. Display advertisements contributed about INR 417 crores, whereas text advertisements about INR 368 crores, in the total revenues generated by the industry during the financial year 2009-10. Display advertisements are expected to post a growth of 30% in the financial year 2013-14 followed closely by text advertisements which are expected to grow at 26% during the same period. Still the size of internet advertising industry in India is miniscule when compared to developed western countries. Online advertising is among the most extensively talked about topic in the world of advertising. In Developed countries, online advertising has already become a big phenomenon and is attracting both the advertisers as well as the consumers owing to its plethora of advantages over traditional forms of advertising. Rupert Murdoch has famously said, The Internet has been the most fundamental change during my lifetime and for hundreds of years. This statement coming from arguably the most influential persons of our time epitomizes the importance in the world of communication and media. Internet has changed the rules of the entire communication game. Online is the only place where the world wants to be and advertisers are no exception