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A Comprehensive Study On The Consumer Preferences Towards Online Marketing In Consumer Goods

Tejashwini .G

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Abstract

Online Marketing has become an integral part of people’s lives in recent years. Currently as per the developments that have taken place due to the improvements and importance that has been created by online marketing has covered each and every type of business sector. The purpose of the study is to examine the preferences of consumers towards online marketing and how it varies across different age group, income levels and across gender. This study is conducted with the help of 300 sample data collected from the working population of Bangalore city. To analyze the collected data, the statistical tools like Pearson’s correlation, Posthoc ANOVA test and Scheffe’s and Tukey,s test has been used. This study found that male consumers are more influenced in purchasing products online then female consumers.

About this research paper

What this paper is about

Online Marketing has become an integral part of people’s lives in recent years. Currently as per the developments that have taken place due to the improvements and importance that has been created by online marketing has covered each and every type of business sector. The purpose of the study is to examine the preferences of consumers towards online marketing and how it varies across different age group, income levels and across gender. This study is conducted with the help of 300 sample data collected from the working population of Bangalore city. To analyze the collected data, the statistical tools like Pearson’s correlation, Posthoc ANOVA test and Scheffe’s and Tukey,s test has been used. This study found that male consumers are more influenced in purchasing products online then female consumers.

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Key contribution

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Method / approach

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Main findings

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Available abstract

Online Marketing has become an integral part of people’s lives in recent years. Currently as per the developments that have taken place due to the improvements and importance that has been created by online marketing has covered each and every type of business sector. The purpose of the study is to examine the preferences of consumers towards online marketing and how it varies across different age group, income levels and across gender. This study is conducted with the help of 300 sample data collected from the working population of Bangalore city. To analyze the collected data, the statistical tools like Pearson’s correlation, Posthoc ANOVA test and Scheffe’s and Tukey,s test has been used. This study found that male consumers are more influenced in purchasing products online then female consumers.

Key concepts: Scheffé's method, Marketing, Purchasing, Test (biology), Population, Advertising, Business, Sample (material)

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