Professional Documents
Culture Documents
SUBMITTED BY
THADOI DEVI
(REG.NO. M16DM68)
2016-18
1
CERTIFICATE
___________________ ___________________
2
ACKNOWLEDGMENT
This project would not have been possible without the support and help of many
individuals.
I am highly thankful to Dr. Sheeba Thomas for her guidance and support for
helping me complete the project as well as for providing necessary information
regarding the project.
I extend my gratitude towards my parents and the Almighty for their blessings.
I would also like to thank all my friends who have willingly helped me out with the
project.
3
DECLARATION
I also declare that this project has not been submitted previously to any other
university or institution for the award of any other degree or diploma.
4
TABLE OF CONTENTS
1 Introduction 2
Summary of findings,
5 74
conclusion & suggestions
6 References 82
7 Annexure 83
5
LIST OF TABLES AND GRAPHS
PAGE
SL.NO TOPIC NO.
TABLE 4.1 :-TABLE SHOWING GENDER WISE
DISTRIBUTION RESPONSES
1 41
GRAPH 4.1:- GRAPH SHOWING GENDER WISE
DISTRIBUTION RESPONSES
2 42
TABLE 4.2 :- TABLE SHOWING THE AGE GROUP OF
3 THE RESPONDENTS 43
GRAPH 4.2:- GRAPH SHOWING THE AGE GROUP OF
4 THE RESPONDENTS 44
TABLE 4.3:- TABLE SHOWING THE OCCUPATION OF
5 THE RESPONDENTS 45
GRAPH 4.3:- GRAPH SHOWING THE OCCUPATION OF
6 THE RESPONDENTS 46
TABLE 4.4 :- TABLE SHOWING THE QUALIFICATION
7 OF THE RESPONDENTS 47
GRAPH 4.4 :- GRAPH SHOWING THE QUALIFICATION
8 OF THE RESPONDENTS 48
TABLE 4.5:- TABLE SHOWING THE INCOME LEVELS
9 OF THE RESPONDENTS 49
GRAPH 4.5:- GRAPH SHOWING THE INCOME LEVELS
10 OF THE RESPONDENTS 50
TABLE 4.6:- TABLE SHOWING THE FIRST TIME
RESPONDENTS CAME TO KNOW ABOUT AMAZON
11 51
12 GRAPH 4.6 :- GRAPH SHOWING THE FIRST TIME 52
RESPONDENTS CAME TO KNOW ABOUT AMAZON
6
TABLE 4. 7 :-TABLE SHOWING WHEN DO THEY
GENERALLY SEE AN AMAZON AD 53
13
GRAPH 4.7:- GRAPH SHOWING WHEN DO THEY
GENERALLY SEE AN AMAZON AD 54
14
TABLE 4.8 :-TABLE SHOWING WHICH ACCORDING TO
YOU IS THE MOST COMMON ADVERTISING APPEAL
55
USED BY AMAZON ADS
15
GRAPH 4.8:-GRAPH SHOWING WHICH ACCORDING
TO YOU IS THE MOST COMMON ADVERTISING
56
APPEAL USED BY AMAZON ADS
16
TABLE 4.9 :- TABLE SHOWING HOW DO YOU FIND
AMAZON ADS THAT YOU HAVE SEEN/HEARD TILL 57
17 NOW
GRAPH 4.9 :- GRAPH SHOWING HOW DO YOU FIND
AMAZON ADS THAT YOU HAVE SEEN/HEARD TILL 58
18 NOW
TABLE 4.10 :- TABLE SHOWING WHAT IS THE
PERCEPTION OF AMAZON IN YOUR MIND
59
(POSITIONING)
19
GRAPH 4.10:- GRAPH SHOWING WHAT IS THE
PERCEPTION OF AMAZON IN YOUR MIND
60 59
(POSITIONING)
20
TABLE 4.11 :-TABLE SHOWING HOW MANY AMAZON
61
21 CAMPAIGNS ARE YOU AWARE OF
22 GRAPH 4.11:- GRAPH SHOWING HOW MANY 62
AMAZON CAMPAIGNS ARE YOU AWARE OF
7
TABLE 12 :- TABLE SHOWING DO YOU THINK
AMAZON ADS HAVE TRIGGERED YOU TO SHOP 50
23 FROM THEM
GRAPH 12 :- GRAPH SHOWING DO YOU THINK
AMAZON ADS HAVE TRIGGERED YOU TO SHOP 51
24 FROM THEM
TABLE 13:- TABLE SHOWING DO YOU HAVE FAMILY
52
25 MEMBERS ABOVE THE AGE OF 50
GRAPH 13:- GRAPH SHOWING DO YOU HAVE FAMILY
53
26 MEMBERS ABOVE THE AGE OF 50
TABLE 14 :- TABLE SHOWING IF "YES" ARE THEY
54 67
27 AWARE OF AMAZON
GRAPH 14 :- GRAPH SHOWING IF "YES" ARE THEY
55
28 AWARE OF AMAZON
TABLE 15:- TABLE SHOWING DO PEOPLE
56
29 RECOMMEND YOU TO SHOP FROM AMAZON
GRAPH 15:- GRAPH SHOWING DO PEOPLE
57
30 RECOMMEND YOU TO SHOP FROM AMAZON
TABLE 4.16:- TABLE SHOWING DO YOU RECOMMEND
58
31 PEOPLE TO SHOP FROM AMAZON
GRAPH 4.16:- GRAPH SHOWING DO YOU
59
32 RECOMMEND PEOPLE TO SHOP FROM AMAZON
8
CHAPTER 1
INTRODUCTION
9
INTRODUCTION TO MARKETING
creating, communicating, delivering, and exchanging offerings that have value for
decision. The product can be a good, a service or even an idea – anything that
would provide some value to the person who provides an exchange. An exchange
is most often thought of as money, but could also be a donation of time and effort,
or even a specific action. Classic marketing is often described in terms of the four
SCOPE OF MARKETING
10
1. Goods:
Physical goods constitute the major part of a country’s production and marketing
2. Services:
duction of services. Services include the work of airlines, hotels, car rental firms,
market offerings consist of a mix of goods and services. For example, a restaurant
3. Events:
entertainment award shows, local festivals, health camps, and so on. For example,
global sporting events such as the Olympics or Common Wealth Games are
4. Experiences:
11
Marketers create experiences by offering a mix of both goods and services. A
product is promoted not only by communicating features but also by giving unique
and interesting experiences to customers. For example, Maruti Sx4 comes with
5. Persons:
All popular personalities such as film stars, TV artists, and sportspersons have
agents and personal managers. They also tie up with PR agencies for better
marketing of oneself
6. Places:
Cities, states, regions, and countries compete to attract tourists. Today, states and
countries are also marketing places to factories, companies, new residents, real
estate agents, banks and business associations. Place marketers are largely real
estate agents and builders. They are using mega events and exhibitions to market
places. The tourism ministry is also aggressively promoting tourist spots locally
and globally.
7. Properties:
12
Properties can be categorized as real properties or financial properties. Real
stocks and bonds. Properties are bought and sold through marketing.
Marketing enhances the need of ownership and creates possession utility. With
improving income levels in the economy, people are seeking better ways of saving
money. Financial and real property marketing need to build trust and confidence at
higher levels.
8. Organizations:
Organizations actively work to build image in the minds of their target public. The
services does not result in the ownership of anything. The organization’s goodwill
promotes trust and reliability. The organization’s image also helps the companies in
9. Information:
13
industry. Media revolution and increased literacy levels have widened the scope of
information marketing.
10. Idea:
Every market offering includes a basic idea. Products and services are used as
platforms for delivering some idea or benefit. Social marketers widely promote
ideas. Maruti Udyog Limited promoted safe driving habits, need to wear seat belts,
need to prohibit children from sitting near the driver’s seat, and so on.
INTRODUCTION TO ADVERTISING
to a customer. Advertising is done using various media like TV, print, radio, online,
outdoor etc where advertisements are showcased showing the value to the
IMPORTANCE OF ADVERTISING
Several companies are producing goods and products, which are critical for a
customer to fulfill their needs. However, with tremendous competition and limited
span of attention for a customer, it becomes difficult for a customer to know about
customer. Advertising and marketing a brand enables to reach out, teach about the
product and ensure that the customer is aware about the company. All these things
COMPONENTS OF ADVERTISING
3. Creative idea- This is the message or the visual which can be made to attract
the customer
4. Creative execution- The final advertisement created based on the creative idea.
Advertising is a massive exercise for any company. There are many options where
ads can be showcases through an advertising medium. Companies often use all the
15
media available to do a 360 degree branding. Some different types of advertising
2. Radio- Radio channels offer ad slots to companies who can communicate their
3. Print- This type of media includes magazines, newspapers, brochures etc which
can be used to advertise about the products and services offered by a company.
This has been the most widely used advertising media till date.
4. Online- With the growth in internet penetration, companies often use online
advertising to reach out to customer using social media; browsing websites etc.
5. Outdoor- Using hoardings, standees, OOH (out of home) media are covered
under outdoor advertising. This enables companies to reach out to those who are
not a home but are outside their homes or office during transit.
6. Mobile- Use of services like SMS and social media groups has also made
Advertisers develop and place advertisements for many reasons. Some of the most
basic types of advertising are based on functional goals, that is, on what the
primary and selective demand stimulation, direct and delayed response advertising
its pure form, the purpose of this type of advertising is to educate potential buyers
suggests that it is likely to have a perceivable impact only for new products on the
market – such as when VCR was first developed and introduced to the market.
With a product that is totally new to the market, consumers need to be convinced
that the product category itself is available and valuable. For organizations that
17
2. Selective demand: While some corporations have tried primary demand
a brand’s unique benefits compared to the competition. Likewise, now that the
VCR is past the stage of primary demand stimulations and is a mature product
category, households accept the value of this product and each brand selectively
the immediacy of consumer response. Direct response advertising asks the receiver
of the message to act immediately. An ad that suggests that you “call this toll-free
While exceptions exist, direct response advertising is most often used for products
that consumers are familiar with, that do not require inspection at the point of
purchase, and that are relatively low-cost. The proliferation of toll-free numbers
and the widespread use of credit cards have been a boon to direct response
advertisers.
themes that emphasize the benefits and satisfying characteristics of a brand. Rather
18
than trying to stimulate an immediate action from an audience, delayed response
the benefits brand. When a consumer enters the purchase process, the information
from delayed response advertising comes into play. Most advertisements we see on
specific brand but rather functions to establish favorable attitude toward the
and its products. This type of advertising can also have an effect on the
instills confidence and ultimately, long-term commitment to the firm and its stock.
The dawn of Indian Advertising marked its beginning with classified advertising.
Ads started appearing for the first time in print in Hickey’s Bengal Gazette which
was India’s first newspaper. Major advertisers during that time were retailers like
Spencer’s, Army & Navy and Whiteaway and Laidlaw. Retailers’ catalogues that
19
were used as marketing promotions provided early example. Horlicks becomes the
There has been a long tradition of advertising in India since the first newspapers
published in India in the 19th Century carried advertising. The first advertising
agency was established in 1905, B. Datram and Company, followed by The India-
1950s was estimated at $US 300,000. Under the more socialist political
environment of the 1960s and 1970s there was little incentive for companies to
advertise because advertising was not tax deductible. In the 1970s there was a 58%
growth in the number of registered agencies from 106 in 1969 to 168 in 1979, and
this included a growth in Indian agencies. The first advertising appeared on state
television in 1976.
With the opening of the economy in the 1980s there was a growth in the number of
Thompson was affiliated to J. Walter Thompson. Lintas, the 2nd ranking agency,
20
held only 4% of its subsidiary, as did Ogilvie and Mather. Saatchi and
1984 of the largest companies in India found that the ratio of advertising
expenditure to sales had risen from .64 in 1976, to .71 in 1980 to .74 in 1984.
expenditure, and 80% of these were in the consumer goods sectors. Advertising
was very concentrated with the top 50 advertisers accounting for 80% of the
advertising spending and the top 10 advertisers made up 40% of that figure, 32%
of the total. The largest advertiser throughout the period was Hindustan Lever
which was nearly 10% of the advertising budget of the corporate sector companies.
B Dattaram and Co. claims to be the oldest existing Indian agency in Mumbai
which was started in 1902. Later, Indian ad agencies were slowly established and
they started entering foreign owned ad agencies. Ogilvy and Mater and Hindustan
Thompson Associate agencies were formed in the early 1920s. In 1939, Lever’s
advertising department launched Dalda – the first major example of a brand and a
in the industry.
21
In 1967, the first commercial was aired on Vividh Bharati and later in 1978; the
first television commercial was seen. Various companies now started advertising
on television and sponsoring various shows including Humlog and Yeh Jo Hai
serial Buniyaad which was aired on Doordarshan; it became the first of the mega
soaps in the country. Later in 1991, First India-targeted satellite channel, Zee TV
started its broadcast. 1995 saw a great boom in media boom with the growth of
cable and satellite and increase of titles in the print medium. This decade also saw
the growth of public relations and events and other new promotions that various
Advertising, which was an American concept originally, has found its place in a
country like India, so much so that the number of commercials has doubled in the
media.
Advertising in India grew with the Indian press. In the initial period, to advertise
meant to inform. The early newspapers and magazines announced births, deaths,
22
In the beginning of the nineteenth century new products, discounts and special
rapidly with new technologies such as direct mail, radio, television, the internet
and mobile devices. Indian advertising has evolved over the course of the last 70
years, reflecting the change that the country’s economy as well as society has
CURRENT SCENARIO
The Indian advertising industry has evolved exponentially from being a small scale
business to a full fledged industry over the last 10 years, hence creating a niche for
itself. Indian advertising industry is the second fastest growing advertising market
in Asia after China. It has emerged as one of the most imperative and indispensable
part of marketing industry and has eventually broadened its horizons in every
Advertising agencies in India also has seen an exponential growth with the rise of
well known top agencies in the country such as Mudra, Ogilvy and Mather,
23
Size of the Industry:
TV ads: - 38.2%
rate of 33.5% to cross the Rs.25, 000 crore mark. The global advertisement growth
rate is around 4.5%, while the expansion rate in India this year was around 12%.
Now, let’s look at the current situation of the traditional advertising market.
global market. It is the same in India too. The options are as follows:
• Radio and Television Media—or also known as the commercial spots or ads
channel
24
• Transit Media—another out of home advert medium where pictorial ads are
The demand in India for using these spaces for marketing purposes is enormous, as
they hold power to serve 1.3 billion people in the country. Advertisers and
companies prefer to use the traditional format of brand strategy holistically. The
mainstream advert market attracts all types of businesses and entities and hence
there is a future scope of growth in the industry. One of the main reasons why
advertisement spending has increased so much in the last few years is because of
this nation’s ‘developing’ tag and with the commercial emergence of the smaller
cities. Also, the rise in the e-commerce market has resulted in advertisement
programs to surge ahead as well. With starting and doing business becoming faster,
easier, quicker, and less hectic in the recent years, thanks to regulation changes,
more and more small entities and start-ups have also cropped up. Everything has
Ads appear for the first time in print in Hickey's Bengal Gazette. India's first
newspaper (weekly).
25
Studios mark the beginning of advertising created in India (as opposed to
imported from England) Studios set up for bold type, ornate fonts, more
Major advertisers: Retailers like Spencer's, Army & Navy and Whiteaway &
Laidlaw
Ads appear in newspapers in the form of lists of the latest merchandise from
England
Patent medicines: The first brand as we know them today were a category of
advertisers
Horlicks becomes the first 'malted milk' to be patented on 5th June 1883
(No. 278967).
26
CHAPTER 2
27
INTRODUCTION TO THE BACKGROUND
There are various types of advertisements we see daily. Each type of advertisement
creators, ad concept makers, ad actors, models, etc all are needed to make a
successful and good ad. All these professionals’ help you create an ad that easily
connects with the people and will market your products and services in the best
possible way.
Today all the companies and corporate in India have products or services to sell
and they are advertising them via T.V, newspapers, brochures, magazines, radio
etc. But online retailers take the promotion online in an effective way of
advertising that uses the power of Internet and World Wide Web in order to deliver
Now, looking at the untapped demographic segment of the market, that is the aged
and the aging. With the younger generation preoccupied, ads are turning focus on
senior citizens. For years, advertisers have focused on the world’s largest
population of the young (51.8% of Indians are below 35 years of age), wooing
them with youth-centric advertisements. Experts believe the elderly are a captive
28
audience for commercials since they watch more TV, but advertisers say senior
For the most part, advertisers began to pay increased attention to the senior citizens
Advertisers also came to realize that older consumers possess considerable wealth
Still, stereotypes and myths about seniors persisted. Among the most typical of
these stereotypes is that virtually all older people are in poor health, senile,
Equally significant, marketing researchers found that older consumers have been
greatly underrepresented in the media and in advertising in the past few decades,
although they have become much more visible they once were.
29
TITLE OF THE STUDY
Over the years there has been an increasing competition in the field of online
retailing due to the advancement in technology. Hence it has been important for the
companies to hold onto its market share. Due to increased competition in the
market, satisfying the customers, retaining them has become difficult. This can be
realize that older consumers possess considerable wealth and discretionary income.
This project focuses on the impact of Amazon India’s advertising and promotional
strategies and study whether it is able to reach the population of India effectively.
30
OBJECTIVES OF THE STUDY
Amazon India.
To find out the impact and reach of advertising strategies of Amazon India.
To access whether the advertising strategies of Amazon help them to attract new
customers.
METHODOLOGY
Research methodology is the way to find out a given problem on a specific matter
uses different criteria for solving/searching the given research problem. Different
sources use different type of methods for solving the problem. If we think the word
depict the participants in an accurate way. More simply put, descriptive research is
all about describing people who take part in the study. There are three ways a
researcher can go about doing a descriptive research project, and they are:
31
Observational, defined as a method of viewing and recording the
participants
individuals
specific topic
Primary data was obtained through surveys using structured questionnaires and
SAMPLING PLAN
A sampling plan is a definite plan for obtaining sample from a given population. It
refers to the techniques or procedure the researcher would adopt in selecting items
for the sample. A sampling plan is a defined outline of which the measurements
will be taken at what times, on which material, on what manner and by whom.
Sample design may lay down the number of items to be included in the sample i.e.,
32
In this study, convenience sampling is done. In statistics, a convenience sampling
convenient accessibility and proximity to the researcher. The advantage of this type
of sampling is the availability and the quickness with which data can be obtained.
Target population
The target population will be the customers of Amazon with no restriction to age,
surveyed on various demographic parameters and other parameters needed for the
33
generates a certain desired effect. While it is not possible to obtain a global
methods and measures for a partial verification of results. In literature and practice
Sales effect;
Communication effect.
The sales effect refers to the assessment of the capability of advertising to affect
the sales volume and/or the market share, regardless of the possible influence of
other variables. The effect of communication refers to the ability to reach, with
literature review will briefly discuss the effects advertising has on society. One of
However, this influence of behaviour does not only represent swaying consumers
to buy products. By using specific images and specific people, advertisements can
34
create needs and faults consumers never knew they had. There is several social and
towards consumers. While deception is based on how the consumer perceives the
35
OVERVIEW OF CHAPTER SCHEME
Chapter 1: Introduction
This chapter will include the introduction about the concept of marketing and the
This chapter deals with the core concept of research design such as Title of the
This chapter will include the profile of the company and its functions.
This chapter will include step to step explanation, analysis of the statement of the
36
Chapter 5: Summary of findings, recommendation and conclusion
It will include summary of findings after the study and recommendation suggested
Annexure
Questionnaire
Bibliography
37
CHAPTER 3
38
AMAZON.COM
Amazon is a Fortune 500 e-commerce company based in Seattle, Wash. It has the
distinction of being one of the first large companies to sell goods over the Internet.
In 1994, Jeff Bezos founded Amazon, which launched the following year. In 1999,
just five years after he started Amazon, Jeff Bezos was named Time
magazine's "Person of the Year." He received this honor largely because of the
The tech giant is the largest Internet retailer in the world as measured by revenue
and market capitalization and second largest after Alibaba Group in terms of total
sales. The amazon.com website started as an online bookstore and later diversified
readers, Fire tablets, Fire TV, and Echo—and is the world's largest provider of
cloud infrastructure services. Amazon also sells certain low-end products under its
Amazon has separate retail websites for the United States, the United Kingdom and
Japan, China, India, and Mexico. In 2016, Dutch, Polish, and Turkish language
39
versions of the German Amazon website were also launched. Amazon also offers
In 2015, Amazon surpassed Walmart as the most valuable retailer in the United
company in the world, the largest Internet Company by revenue in the world, and
the eighth largest employer in the United States. In 2017, Amazon acquired Whole
Foods Market for $13.4 billion, which vastly increased Amazon's presence as a
40
AMAZON INDIA
On June 5, 2013, the e-commerce giant Amazon quietly launched its Indian
website via Amazon Seller Services Pvt Ltd, an affiliate of Amazon.com, Inc. The
Amazon India housed over 7 million books spread across 200 plus categories and
around 12,000 movies across all formats such as DVD, Blu-ray, Blu-ray 3D and
Video CD. Amazon India offered free home delivery for all orders for the initial
period of time. Currently, Amazon India charges INR 40 as delivery charges for
orders that are less than INR 499. Within 10 months of the launch of Amazon
India, the total selection stood at over 15 million products across 20 categories, as
reported by the Business Standard. Amazon India is the tenth marketplace launch
of Amazon.com. Amazon India also offered two new seller programs – “Selling on
Selling on Amazon :
Selling on Amazon provides businesses of all sizes a compelling sales channel with
41
celebration of the launch of Amazon India the sellers were not charged any
Amazon has created one of the most advanced fulfillment networks in the world
and sellers in India can benefit from Amazon’s expertise in fulfillment, reliable
nationwide delivery and customer service. When using FBA, sellers across India
can send their products to Amazon’s fulfillment center located on the outskirts of
Mumbai. Once an order is placed, Amazon packs and ships the order to the
customer without the sellers having to do anything. Orders fulfilled by Amazon are
eligible for Free Delivery promotions and Cash on Delivery, and Amazon provides
customer service and returns management, enabling sellers to focus on their core
business.
Sellers save money by replacing their upfront capital expense with low variable
cost and pay only for the storage space they use and the orders Amazon fulfills.
Sellers always have the flexibility to choose the number of products they want to
42
As part of the launch celebrations, sellers on Amazon India were entitled
Since its launch, Amazon India has expanded immensely and built a very strong
base in India proving to be a pain in the “nose” for its competitors Flipkart and
Snapdeal through the launch of a number of services, some of which were clear
In October 2013, Amazon India launched this initiative to enable the customers to
select and send Diwali gifts to underprivileged children across the country.
Pratham and Naandi Foundation, two NGOs working to improve the lives of
encyclopedias that are needed by children under their care across the country.
Customers would browse the wish-list and select products they want to gift and
Amazon.in delivered them to the NGOs. Amazon.in also donated the fees it made
43
Guaranteed ‘One Day Delivery’ service :
guaranteed “One-Day Delivery” service for items fulfilled by Amazon in select pin
codes across several Indian cities including Bangalore, Mumbai, New Delhi,
Ahmedabad, Hyderabad and Pune. Orders placed with “One-Day Delivery” service
are guaranteed to be delivered the next business day excluding Sundays and public
holidays. Amazon.in will automatically refund shipping charges if orders are not
Gift Cards :
Amazon India launched Gift Cards ranging from Rs. 10 to Rs. 10,000. Available in
over 9 Indian languages, customers can choose from an extensive selection in more
than 200 designs that aptly celebrate various special and memorable occasions in a
person’s life. The Amazon.in Gift Cards offer a gifting experience that is not only
easy, simple & convenient but also instantaneous and bridges distances. Customers
no longer need to fret over an appropriate choice of gift and especially wonder how
to gift to their loved ones in faraway places. With a wide range of Amazon.in Gift
Card options customized for various occasions coupled with an extensive selection
44
The Seller App :
Amazon introduced its best-in-class app – the Amazon Seller App – for its seller
base in India. The Amazon Seller app makes it easy and convenient than ever
before for sellers to quickly update inventory, source and list new items on
Sellers are also able to view their sales summary for the same day, week to date
and month to date, all at the touch of a button and thus evolve their sales strategy
and grow profitably on the platform. Globally, sellers using the Amazon Seller App
have reported that they have a 30% faster response time to customer inquiries and
Having facilitated one day delivery, two day delivery, release day delivery and
midnight delivery, Amazon India launched Sunday Delivery across 100 cities in
India, promising residential addresses for all FBA (Fulfilled by Amazon) products
at no extra cost. Thus, Amazon India customers can count Sunday “just another
45
Aur Dikhao, Aur Dikhao :
We can never forget #AurDikhao ad of Amazon India on the TV. Early April 2015,
1. To educate the masses that Amazon has over 22 million products for the
consumers.
2. To engage the existing customers, score new buyers and maintain a buzz
The very name captures the mindset of Indian consumer masses, who just love a
Kya Pehnu? :
Amazon India released the “Kya Pehnu” campaign which captures the dilemma
people face while “trying” to decide what to wear for a particular occasion. Almost
all of us face this dilemma be it dressing up for a job interview, wedding, party or a
fancy dinner date, and this ad injects the belief into the consumers that Amazon
We all need familiarity, a strong trust factor and transparency of quality when it
showcases specific features of the Amazon India shopping site like genuine
products, easy payment options, easy returns etc. Amazon India also roped in
famous comedian and actor Gaurav Gera for promoting this campaign.
47
CHAPTER 4
48
ANALYSIS AND INTERPRETATION
TABLE 4.1:
ANALYSIS:
From the above table it can be analyzed that out of 150 respondents
49
Fig 4.1
Gender
33.33%
Male
Female
66.67%
INTERPRETATION:
From the above graph we can interpret that, out of 150 respondents, most
respondents are female with their percentage being more than the percentage of
female respondents.
50
TABLE 4.2
Above
AGE Below 25 25-35 36-45 46-55
55
NUMBER 85 55 8 2 0
ANALYSIS:
From the above table, it is observed that 56.7% of the respondents belong to the
age group “Below 25”, 36.7% between 25-35, 5.3% between 36-45, 1.3% between
51
Fig 4.2
Age
5.33% 1.33%
Below 25
25-35
36.67% 36-45
46-55
56.67% Above 55
INTERPRETATION:
From the above graph we can interpret those majorities of the respondents are
below the age of 25 and are mostly teenagers. A large number of respondents were
also between the age group of 25-35 of young adults. Some of them are middle
52
TABLE 4.3:
Number 88 50 9 2 1
ANALYSIS:
From the above table we can observe that 58.7% of the respondents are students.
53
Fig 4.3
Occupation
1.33% 0.67%
6.00% Student
Employed
33.33% Business
Homemaker
Retired
58.67%
INTERPRETATION:
From the above chart it can be interpreted that most of them are students and also
some of them are employed r into business and are salary takers.
54
TABLE 4.4
Number 9 38 37 63
ANALYSIS:
The above table shows that 42% respondents have post graduate qualifications.
24% are graduate and 25% are still pursuing their under graduate studies.
55
Fig 4.4
Qualification
6.12% 25.85%
42.86%
High school
Under graduate
Graduate
Post graduate
25.17%
INTERPRETATION:
From the above chart, it can be interpreted that most of the respondents have post
graduates and the under graduates. A very few percentage fall under the high
school.
56
TABLE 4.5
Number 10 31 22 5 82
ANALYSIS:
From the above table, 54.7% of the respondents have no income. 20.70% of them
have an income of 1-5 lakhs. 14.70% have an income of 5-10lakhs. 6.70% have an
income of below 1 lakh and 3.30% have an income of 10 lakhs and above.
57
Fig 4.5
INCOME
20.67%
6.67%
Below 1 lakh
1-5 lakhs
5-10 lakhs
54.67% 10 lakhs and above
No income
3.33%
14.67%
INTERPRETATION:
As most of the respondents fall under the age group of below 25, majority of them
are students therefore they have no income. The second largest category of income
level is between 1-5 lakhs. The next level is between 5-10 lakhs per annum. Also
retired. A very few section fall in the category of 10lakhs and above as some of
58
TABLE 4.6
Number Percentage
Television 26 17.33
Family/Friends 35 23.33
Billboards/Hoardings 16 10.67
Newspaper 10 6.67
ANALYSIS:
From the above table, 42% of the respondents have come to know about Amazon
through online advertisements. 23% have come to know from friends and family.
24% from television advertisements, 6% from newspaper ads and 10% from
outdoor ads.
59
Fig 4.6
INTERPRETATION:
From the above chart, it can be inferred that majority of the respondents have come
to know about Amazon through the online advertisements on the World Wide Web
and through their circle of family and friends. A big number of the promotion was
promotion was appointed for the outdoor and traditional media of advertising such
TABLE 4.7
60
WHEN DO YOU GENERALLY SEE AN AMAZON AD?
Number Percentage
Daily 48 32.00
Weekly 28 18.67
Weekends 8 5.33
Festive season 30 20.00
Season sale 31 20.67
Amazon events 5 3.33
Total 150 100%
ANALYSIS:
The above table shows that most of the respondents have noticed Amazon ads
mostly every day consisting of 32%, weekly which consists of 18% or during
festive season and season sale both consisting of 20%. The least amount of
percentage was for Amazon events which consist of only 3%. Also the weekend
promotions were also less popular among the respondents consisting of only 5%.
61
Fig 4.7
30.00
25.00 20.00 20.67
18.67
20.00
Percentage
15.00
10.00 5.33
3.33
5.00
0.00
le
ly
on
s
ts
nd
kl
en
sa
i
Da
s
ee
ke
ea
ev
on
W
ee
on
as
ve
W
az
Se
sti
Am
Fe
INTERPRETATION:
It can be clearly seen from the above chart that Amazon actively promotes its
services on a daily basis mostly and are able to grab the attention of the masses. It
also emphasizes mostly on the festive seasons with extra offers and discounts and
also during the end of season sales which help them to attract more attention from
the people. A very few number during the weekends shows that it is not just on
weekends that they notice an Amazon ad, it is basically on a daily or weekly basis
that they notice an Amazon ad. A very few respondents have chosen Amazon
62
TABLE 4.8
Number Percentage
Humour appeal 20 13.33
Personal appeal 40 26.67
Social appeal 32 21.33
Scarcity appeal 20 13.33
Plain Appeal 38 25.33
Total 150 100%
ANALYSIS:
From the above table it can be inferred that majority of the respondents i.e., almost
26% have chosen personal appeal as the most common advertising appeal used by
Amazon. Around 20%-25% of them also have felt that Amazon uses plain appeal
and social appeal for most of their advertisements. 13% felt that Amazon focuses
63
Fig 4.8
Which according to you is the most common advertising appeals used by Amazon ads?
30.00 26.67
25.33
25.00 21.33
20.00
13.33 13.33
15.00 Percentage
10.00
5.00
0.00
INTERPRETATION:
Majority of the respondents have voted for the personal appeal and plain appeal as
the one most used by Amazon ads. Personal appeal deals with personal emotions
such as safety, pride, self esteem, comfort, etc. Plain appeal deals with the
everyday aspects of life. Also a vast number of 21% have also voted for social
appeal which deals with status, rejection, acceptance, etc. A very few number have
voted for humor appeal which Amazon advertisement don’t usually indulge in and
64
TABLE 4.9
HOW DO YOU FIND AMAZON ADS THAT YOU HAVE SEEN/HEARD TILL
NOW?
Number Percentage
Informative 45 30.00
Emotional 20 13.33
Humorous 14 9.33
Innovative 30 20.00
Entertaining 41 27.33
Total 150 100.00%
ANALYSIS:
The highest percentage being 41% and 45% were for Entertainment and
Informative respectively. Around 30% were for the innovativeness of the ads. 20%
of the respondents have voted for the emotional quotient of the Amazon ads. And
the least number of respondents comprising of 14% have found the humorous
65
Fig 4.9
How do you find Amazon ads that you have seen/heard till now?
30.00
30.00 27.33
25.00
20.00
20.00
Percentage
15.00
13.33
9.33
10.00
5.00
0.00
Informative Emotional Humourous Innovative Entertaining
INTERPRETATION:
From the above chart we can see that a majority of the respondents have found that
Amazon ads are mostly informative and entertaining. A very close percentage also
feel that Amazon ads are very innovative and they are able to come up with
respondents also feel that few of the ads were emotional in nature which provoke
the emotions of the people and the least number of the percentage of respondents
have opted for the humorous quotient of the ads which is actually true because
66
TABLE 4.10
(POSITIONING)
Number Percentage
Value for money 23 15.33
Variety of products 57 38.00
Good product quality 25 16.67
Good service quality 24 16.00
Reliability 21 14.00
Total 150 100%
ANALYSIS:
From the above table we can see that more half percentage of the respondents
consisting of 38% have chosen Variety of products as their key factor for choosing
Amazon and their perception towards it. A good number of percentages were also
found for the good service quality and good product quality consisting of
approximately 16%. Between 13%-15% of the respondents also felt that Amazon is
best known for their value for money products and their reliability.
67
Fig 4.10
INTERPRETATION:
From the above chart we can interpret that majority of the respondents feel that the
core positioning of Amazon lays in their variety of products which offer a vast
range of assortment of items. An equal amount of percentage was seen for good
product quality and good service quality. Also an equal number of respondents also
felt that Amazon offered good value for money with their reasonable pricing
structures and also the reliability of the brand and its services.
68
TABLE 4.11
Number Percentage
Aur dikhao aur dikhao 47 31.33
Apni dukaan 29 19.33
Kya pehnu? 21 14.00
Mom be a girl again 11 7.33
We Indians 20 13.33
Try toh kar 12 8.00
Yaha dekhlo 8 5.33
None 2 1.33
Total 150 100%
ANALYSIS:
From the above table it can be seen that most of the respondents consisting of 31%
are aware of the “Aur dikhao aur dikhao” campaign. A huge number of percentages
were seen between 13%-19% were seen for the campaigns “Apni dukaan” and “We
Indians”. Between 8%-14% were for the campaigns “Kya pehnu” and “Try toh
kar” and “Mom be a girl again”. 1% of the respondents were not aware of any of
69
Fig 4.11
30.00
25.00
19.33
20.00 Percentage
14.00 13.33
15.00
0.00
Aur dikhao aur dikhao Kya pehnu? We Indians Yaha dekhlo
INTERPRETATION:
From the above chart it can be interpreted that the campaign which got the highest
number of recognition was for the “Aur dikhao Aur dikhao” campaign followed by
the “Apni dukaan”campaign, “Mom be a girl again” campaign and “Try toh kar”
campaign.” Kya pehnu” and “Yaha dekhlo” were among the least popular
campaigns and few respondents were not aware of any of the Amazon campaigns.
70
TABLE 4.12
THEM?
Number Percentage
Yes 65 43.30%
No 62 41.30%
Maybe 23 15.30%
ANALYSIS:
The above table shows that 43% of the respondents agreed that Amazon has
triggered them to shop from them. Also a very close percentage of 41% also have
disagreed with the fact that Amazon ads have played no part in their purchasing
decision. 15% of the respondents neither agreed nor disagreed that Amazon ads can
71
Fig 4.12
Do you think Amazon ads have triggered you to shop from them?
43.30%
45.00% 41.30%
40.00%
35.00%
30.00%
Percentage
25.00%
20.00% 15.30%
15.00%
10.00%
5.00%
0.00%
Yes No Maybe
INTERPRETATION:
The above chart clearly shows that Amazon ads have no part in influencing a
and “No”. The brand itself has its own customers that generate sales and
popularity. Few of the respondents neither agreed nor disagreed with the influence
72
TABLE 4.13
Number Percentage
No 12 8%
ANALYSIS:
The above table shows that 92% of the respondents have family members who are
8% of the respondents do not have anyone in their family who is above the age of
50.
73
Fig 4.13
8.00%
Yes
No
92.00%
INTERPRETATION:
From the above chart it can be interpreted that most of the respondents have
someone or the other in their family who is above the age of 50 which shows that
A very few number of respondents have no one in their family who is above the
age of 50.
74
TABLE 4.14:
Number Percentage
Yes 86 60.10%
No 41 28.70%
Maybe 16 11.20%
ANALYSIS:
From the previous table we have found out that majority of the respondents have
family members who are above the age of 50. Now from this table it can be seen
that among those respondents 60% of them have said that their family members
who are 50 and above are aware of Amazon. 28% have said that they are not aware
75
Fig 4.14
11.19%
Yes
28.67% No
Maybe
60.14%
INTERPRETATION:
From the above chart it can be inferred that 60% of the respondents who have
mentioned that they have family members who are above the age of 50 have also
mentioned that their family members are aware of Amazon. It shows that most of
the people who fall under the category of senior citizen are aware of Amazon
campaigns. A few numbers of 29% have said that they are not aware of Amazon.
Some were not sure about their knowledge of Amazon of their family members.
76
TABLE 4.15
Number Percentage
No 28 18.75
ANALYSIS:
We can see from the table above that 81% of the respondents have found that
And approximately 19% of the respondents have found that people do not
77
Fig 4.15
18.67%
Yes
No
81.33%
INTERPRETATION:
We can interpret from the above chart that most of the people recommend others to
buy from Amazon. Few of the people who might have had a bad experience with
Amazon do not usually recommend other people to buy from them which happen
very rarely.
78
TABLE 4.16
Number Percentage
No 18 12%
ANALYSIS:
88% of the respondents have said that they do recommend people to buy from
Amazon.
Only 12% of the respondents have recorded that they do not recommend other
Fig 4.16
79
Do you recommend people to shop from Amazon?
12.00%
Yes
No
88.00%
INTERPRETATION:
The above chart shows that most of the people recommend other people to try
Amazon but also there are few exceptions who feel that the services or products
are not up to the mark to be recommended to other people. The reasons can range
80
CHAPTER 5
SUMMARY OF FINDINGS,
81
FINDINGS
The goal of this project was to study the effectiveness of the advertising strategies
of Amazon in India. We will now discus the key findings according to each of the
objectives.
OBJECTIVE 1:
income level and education and it was found that they have a major impact when it
comes to deciding the target segment for publishing the advertisements. Some of
OBJECTIVE 2:
82
“TO STUDY THE CURRENT ADVERTISING STRATEGIES FOLLOWED BY
AMAZON INDIA”
The findings suggest that Amazon India has implemented various strategies to
grab the attention of the Indian market and has also used various mediums for
advertisement.
It was found that Amazon heavily uses the online platform to promote
Amazon through the good word of mouth of their friends and family.
major and effective medium for advertising and it has been predicted that
83
Amazon is highly visible on television platform. Experts say the greater
the exposure of the advertisement, the longer is the period of its impact.
OBJECTIVE 3:
The findings from this objective showed the perception of the respondents towards
most of the Amazon ads were seen during the festive and season sale.
Around 40%-43% feel that Amazon uses personal appeal and plain appeal
entertaining.
84
Thus the findings show that the Amazon ads are successful in creating a positive
OBJECTIVE 4:
AMAZON INDIA”
More than 70% of the respondents were aware of the popular Amazon
campaigns
Almost 92% of the respondents showed that they have family members who
are above the age of 50 and among them 60% of them were aware of
Amazon.
Around 25% of the respondents have found the Amazon advertisements to
be quite innovative.
OBJECTIVE 5:
85
“TO ACCESS WHETHER THE ADVERTISING STRATEGIES OF AMAZON HELP THEM
88% of the respondents were of the opinion that they were very likely to
Around 81% of them have mentioned that they have also received
Amazon.
86
CONCLUSION
Amazon has pumped in billions of dollars into its Indian operations. It is by far the
leading online retailer giving a tough competition to its competitor Flipkart which
the Indian consumer with the striving competitors in the online industry but also it
should work more on the advertising strategies and help people recognize the
In this study it can be analyzed that the respondents are interested to know about
the advertisements of Amazon they are attracted towards the ads by the various
respondents felt the ads were attractive, useful and they conveyed the required
message.
It is also seen that majority of them comes to know about their advertisements of
Amazon almost on a daily basis which proves that the advertisements are quite
frequent which help them to create a brand remembrance in the minds of the
It was also seen that some of the respondents were unsure about whether it is just
for the advertisements that induce a purchase. Some have used Amazon on the
87
Therefore, it can be concluded that Advertising always cannot be the main criteria
verified the presence of Amazon in the Indian market and also helped to make a
88
SUGGESTIONS
hoardings in prime location and also in various local languages for ease of
89
BIBLIOGRAPHY
Michael Levy and Barton A.Weitz, Retail Management, Tata McGraw Hill,
WEBSITES
www.wikipedia.com
www.google.com
www.amazon.in/about-us
www.yourarticlelibrary.com
90
ANNEXURE
1. NAME:
………………………………………………………..
2. GENDER:
MALE
FEMALE
3. AGE:
Below 25
25-35
36-45
91
46-55
Above 55
High school
Under graduate
Graduate
Post graduate
Other…….
5. Occupation:
Student
Employed
Business
Homemaker
Retired
Other
Below 1lakh
1-5 lakhs
5-10 lakhs
10 lakhs and above
No income
92
7. How did you first come to know about Amazon?
Television
Family/Friends
Online advertisements
Billboards/hoardings
Newspaper
Other….
Daily
Weekly
Weekends
Festive season
Season sale
Amazon events
Other…
9. which according to you is the most common advertising appeal used by Amazon
ads?
Humor appeal
Personal appeal
Social appeal
Scarcity appeal
93
Plain appeal
Other
10. How do you find Amazon ads that you have heard/seen till now?
Informative
Innovative
Entertaining
Emotional
Humorous
13. Do you think Amazon ads have triggered you to shop from them?
Yes
No
Maybe
14. Do you have family members who are above the age of 50?
Yes
No
Yes
No
Maybe
Yes
No
95
17. Do you recommend people to shop from Amazon?
Yes
No
………………………………………………………………………………………
………………………………………………………………………………………
………………………
96