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Abstract:
In a modern world consumers are behaving in a dynamic way as per his
potentiality. It is very difficult for a businessman to understand customers
towards their produced product. In the present study researcher collected
primary data from the respondent to find the solution on the consumer satisfaction.
Researcher prepared a structured questionnaire and collected primary data which
is tested through SPSS system and find the result through Chi square.

Key
words:
Consumer Satisfaction, Potential customer, multiple
benefit.

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I – Introduction: Always
digital device improving day by day including mobile, tab, note pad .etc boost
online marketing. In Mumbai city 70% population have gone  for digital marketing. Sales have increased
mostly branded product. Digital marketing promoted branded product .Virtual
market doesn’t necessarily mirror physical market. Consumer are embracing the
idea of buying packaged goods and online. But some categories are simply
settled for e-commerce then others.

Many Times consumer
goods are serving very faster in e-commerce .The producer take action on other
product mobility. Digital marketing is well suited to specially retailing
because it allows companies to offer greater product selection in a category
that would typically be available in bricks and mortar stores .Online retailer
can do well by fulfilling unique consumer needs and wants. A number of
specialty retailers have emerged in health and fitness.

BARRIERS
OF E-COMMERCE: Urgency:
Shoppers want to buy consumer product immediately without waiting for
deliveries. Inspection:  Most perishable products are not inspected by
consumer in the digital marketing. Cost:
Traveling cost is included in cost of production.

PHYSICAL DISTRIBUTION
IS MORE STONGER THAN E-COMMERCE: Online shopping has a
number of benefit but physical stores also have key advantages over e-commerce
especially for many consumers. Aside from the obvious in stores the list of
fulfilling immediate shopping needs without paying shipping fees, these are
proven full sensory experience. Smelling freshly baked breads and seeing and
feeling the vibrant color and texture of perfectly ripe strawberries that are
virtually impossible to replicate online.

Strategies for
E-commerce success

·        
Establish credibility and exceed
expectation.

·        
Make it easy.

·        
Know the market

·        
Understand shopping occasions and
consider specialty.

·        
Consider alternative approaches to
ordering and distribution.

Bridging
Digital With in Stores

A complete digital
strategy includes no space at every point along the path to purchase, this
includes finding stores, making lists, checking price, research products, sharing
contacts and purchasing. These many points occur both in and out of source that
have a lot of room to grow when it comes to in stores digitals enablement
option.

 Bringing in the new retail environment:

Digital
world is a continuous process which will go on ahead. It is critical that
retailers and manufacturers   leverage physical and digital assets to
optimize them in store experience. The retailer must fill the gap between world
and new retailer environment through following:

 a) Remember what drives shopper,  b) Add value through digital  c) Consider channel honestly

d)
Know your shoppers  e) Recognize that
change is industry wide  f) Measure and
adjust

Food
beveragage clude in each bucket is
given belowew retailer enviornment  to do
so in the future  lot of room to grow
when it comese: milk, chips, crisps, sweets, biscuits,
crackers beer bottles water. Soft drink, Ice cream, canned soups. Instant noodles
pasta. Personal case: ban soap, facial moisturizes feminine case,
hand& body shampoo, conditioners tooth brush.House hold products:
baby food, wipe baby diapers, Air fresheners, facial tissues laundry detergent,
paper towel, toilet paper etc

Development of Digital Tool:

Animation
and video enables retail to further engage with e-shoppers by providing
enhanced product evaluation possibility buy those possibility from 3D more easy
to use digital through make it as simple as possible run in all computer
viewable on all devices.

  Online marketing strategies:

o  
Start with a web promotion plans an
effective web design and development strategy.

o  
Get ranked at the top in major search
engines, and practice good search optimization techniques.

o  
Learn to use E-mail Marketing
Effectively

o  
Dominate your marketing niche with
affiliate, resellers, and associate programs.

o  
Request a free web site analysis from an
Internet marketing coach or Internet marketing consultant.

o  
Build a responsive opt-in e-mail list.

o  
Publish articles or get listed in new
stores

o  
Write and publish online press release.

o  
Facilitate and run contests and giveaway
via e-commerce web site.

o  
Use e-mail auto responders and handle
e-mail effectively and efficiently.

ADVANTAGES:

o  
Consistent information flows with regard
to products or services available to website visitor at any hour any day.

o  
Reduced need for sales force can save
considerable amount of money.

o  
Expansion opportunity to both local and
global markets.

o  
Low cost entry when compared to other
channels such as print, radio and TV.

o  
Tracking efficiency of internet media is
easier compared to other offline channels.

o  
Less chances of bad debts since payment
is either received in advanced or shipment is delivered on cash as per defined
delivery terms and conditions.

o  
Requires little or no inventories.

o  
Promotions and advertising of products
and services are cost effective.

LIMITATIONS:

o  
Lacks direct communication between
supplier and customer.

o  
At times poor internet connection causes
a lot of transactional hassles.

o  
Internet marketing does not allow
shoppers to touch, smell, taste try –on tangible goods return policies and in
stores pick up services to reassure customers.

o  
Difficulty to assess the credibility of
the online marketers.

o  
Since market is limited to technology,
therefore non-tech customers cannot buy through this mode.

Digital retail marketing is an integrated system of marketing mix. The
most important factor is customer satisfaction in various angles and this is
the primary objective of each and every business man. Digital integration
depends upon advertisements, personal selling, sales promotion and public
relation etc.

Statement of the
Problem:

–         
Are consumers satisfied
in digital marketing of textile product?

–         
What are the
effective mode of selling textile product?

–         
Dose digital
marketing help to sell textile product?

–         
What are the
loopholes of digital marketing in textile product?

Objectives
of the Study:

1-     
To study digital marketing of textile
product

2-     
To know the know the function of textile
business

3-     
To study company strategy on textile
business.

4-     
To study various loophole of the digital
marketing of textile business.

Scope
of the study:

The main purpose of the
study is to find out various issues regarding customer satisfaction of retail
market in digital world of textile product. It is the responsibility of the
researcher to find out the suitable market so it could be benefitted to the
general or common people or consumers in digital world. The researcher must
survey the area, environment, behavior, attitude of the customers and the
situation that he has to face for the better service. There it needs to go in
broader way as it is the technical electronic world. Digital Marketing have
other benefits are, Be creative, be Honest, Be individual, Be Concise, of
Audience, Update Regularly, Ask Permission

Hypothesis:

H0: Customers
are satisfied on Digital Market of textile business

H1:
Customers are not satisfied on Digital Market of textile business.

Limitation
of the study:

1.     
Time constraint is the limitation at the
present study has been undertaken in short duration period.

2.     
Some customers are in hurry as so they
may not be interested to provide the feedback of the study.

II
–       Literature Review:

Social networking sites
have become an avenue where retailers can extend their marketing campaigns to a
wider range of coarseness (Holly
Paquette). There is a strong link between consumer behavior and digital
shopping which affects business strategy.(You
Qinghe, Chen Weyuan, Liu Kaiming Jan). (Andrew T. Stephon). In future the retail trend towards less is more
which would mean that a focus on fewer, bigger ideas may be beneficial. (Prof. Ulf Bernitz, Ariel Ezruchi and Thomas
Kramler).Internet, Mobile and Digital devices in store and other technology
which affects retail businesses that affect shopping experience and relation
between shoppers and customers. (David
Preplentary). There is a distinction which is possible because strategy and
business model are different construct.(Ramon
Casadesus Masanell and Joon EnricRicart).Psychological, social and
economical benefits are of luxury consumption in digital consumptions. (Jay H. – 2016).Multichannel retail is
the set of activities involved in selling merchandise or services to consumers
through more than one channel.( Jie
Zhang, University of Mary land, Paul W. Farris, University of Virginia,
TarunKushwaha, University of North Carolina at Chapel Hills, Thomas J.
Steenburg Harvard University, Barton A Weitz, University of Florida).The
lines between the different crypto currency industries sectors are increasingly
blurred and a growing number of crypto currency companies can be characterized
as universal platform. (Dr.Garrick Hileman
and Michel Prauchs)

III
–     Research Methodology:

In this study the
researcher followed random method of samples and found the result which is
tested through SPSS system. The researcher used both primary data through
questionnaire and observation method in different places in Mumbai and Navi
Mumbai and Secondary data are collected from books, Research journals and
different electronic media via computer system. The research design is prepared
in such a way which will be fulfilled to find out suitable solution on digital
marketing. The researchers used careful statistical analysis carefully on consumer
behavior on digital marketing the study is conducted in Mumbai and Navi Mumbai.
Structured questions are prepared to get feedback from the respondent.

Sample
Design:

Age

18-22
Years

23-30
Years

31-40
Years

41-50
Years

50
and Above

Total

 

14

13

16

4

3

50

Marital Status

Unmarried

Married
with child

Married
without child

Divorced

Others

 

 

30

14

4

1

1

50

Sex

Male

Female

Others

 

 

 

 

30

20

 

 

50

Qualification

Below
10th

10th

12th

Graduate

Master
and above

 

 

1

4

19

26

50

Income

Below
Rs.20,000

Rs.20,000
to Rs.30,000

Rs.40,000
to Rs.50,000

Rs.50,000
to Rs.60,000

Rs.60,000

 

 

22

11

6

4

7

50

Data
analysis tools:

Raw data are analyzed
through SPSS System statistical tools such as Chi-square used.

Validity
of data:

This survey adopts random
research design and undertakes the survey through questioning primary method.

 

IV-
Result and Discussion

Data analysis: The researcher
collected data from 60 respondents from Mumbai and Navi-Mumbai on random basis.
Before the collection of data the researcher prepared structure questions for
collecting data from the respondent. At the time of digital marketing the
multiple leverage transactions and goods may not be as per requirement of the
customers. Some sites are first asking for money and there after delivery of
the product. In this case the website designer, account holder and product
seller may not be the same. So the potential customer may be in leverage.

Chi-Square Test:
Frequencies   :

Age

 

Observed N

Expected N

Residual

18-22

14

12.0

7.0

23-30

13

12.0

6.0

31-40

16

12.0

4.0

41-50

4

12.0

-8.0

51 and
above

3

12.0

-9.0

Total

50

 

 

Qualification

 

Observed N

Expected N

Residual

Below
1oth

1

15.0

-14.0

12th

4

15.0

-11.0

Graduate

19

15.0

4.0

Master
and above

26

15.0

11.0

Total

50

 

 

 

           

                                                    
Feedback about digital
marketing

 

Observed
N

Expected
N

Residual

      .00

1

10.0

-9.0

  Very satisfactory

1

10.0

-9.0

Delightfully Satisfactory

5

10.0

-5.0

Satisfactory

18

10.0

8.0

Somewhat satisfactory

10

10.0

.0

Not satisfied

15

10.0

5.0

Total

50

 

 

 
 
 
 
 
 
 
 
Buying Experience

 

Observed N

Expected N

Residual

.00

1

10.0

-9.0

Very Satisfactory

2

10.0

-8.0

Delightfully Satisfactory

9

10.0

-1.0

Satisfactory

27

10.0

17.0

Somewhat Satisfactory

10

10.0

.0

Not satisfied

11

10.0

1.0

Total

60

 

 

                                                                               
Test Statistics

 

Age

Qualification

Feedback about Digital
Marketing

Buying Experience

Chi-Square

20.500a

43.600b

47.600c

43.600c

Df

4

3

5

5

Asymp.
Sig.

.000

.000

.000

.000

a. 0
cells (0.0%) have expected frequencies less than 5. The minimum expected cell
frequency is 12.0.

b. 0
cells (0.0%) have expected frequencies less than 5. The minimum expected cell
frequency is 15.0.

c. 0
cells (0.0%) have expected frequencies less than 5. The minimum expected cell
frequency is 10.0.
The
table above shows that Chi-square value of 47.600(df=5, N=60), p

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