T study the percaption towards Facebook Marketing in Surat city

ASUMMER INTERNSHIP PROJECT

ON“TO STUDY THE PERCEPTION TOWARDS FACEBOOK MARKETING IN SURAT CITY”

Submitted toS.R. LUTHRA INSTITUTE OF MANAGEMENT

IN PARTIAL FULFILLMENT OF THEREQUIREMENT OF THE AWARD FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION In

Gujarat Technological UniversityUNDER THE GUIDANCE OF

Faculty Guide: Company Guide:Mr. Riddhish Joshi Mr. Chintan Gandhi

Asst. Professor Chief Executive Officer (U&I Brand Solutions, Surat)

Submitted by

Ms. NIYATI N. PATEL [Batch No. 2015-17, Enrolment No. 157500592078]

MBA SEMESTER III

S.R. LUTHRA INSTITUTE OF MANAGEMENT – 750/805MBA PROGRAMME

Affiliated to Gujarat Technological UniversityAhmedabadJuly, 2016

1. INTRODUCTION

Perception Process of Perception

1. Sensation2. Selection3. Organization4. Translation

Factors influencing Perception

Factors in the perceiver

Attitudes

Motives

Interests

Experience

Expectations

Perception

Factors in the situation

Time

Work Setting

Social Setting

Factors in the target

Novelty

Motion

Sounds

Size

Background

Proximity

Similarity

What is Social Media Marketing?

Platforms for Social media marketing

1. Social networking websites2. Mobile Phones

What is Facebook Marketing?

7 different ways to use Facebook marketing

1. Making the Facebook Page2. Facebook classic ads CTR: 0.051% CPC: $ 0.80

3. Hosting Facebook contests 4. Facebook promoted posts

5. Sponsored stories Facebook claims that Sponsored Stories have

46% higher CTRs and 20% lower CPCs than regular Facebook ads, making them a very serious strategy for marketing on Facebook.

6. Facebook open graph

7. Facebook exchange (FBX)

2. INDUSTRY PROFILE

Social media marketing and its strategies

What is ?

Introduction History Why Facebook Marketing is important for business nowadays?

Customer Interaction A personal touch to business Development of loyal fan base Beating competition Viral promotion SEO Facebook ads

a. GLOBAL

Facebook passes 1.65 billion monthly active users, 54% access the service only on mobile and 1.51 billion mobile users (up 21 percent year over year)

66.1 percent of all Facebook members use the service daily, and 65.5 percent of mobile members use it daily as well.

Worldwide, there are over 1.65 billion monthly active Facebook users (MAUs) which is a 15 percent increase year over year.

1.09 billion people log onto Facebook daily (DAU) for March 2016, which represents a 16% increase year over year

Five new profiles are created every second. Facebook users are 76% female and 66% male. Highest traffic occurs mid-week between 1 to 3 pm.

Average time spent per Facebook visit is 20 minutes. Every 60 seconds on Facebook: 510 comments are posted, 293,000 statuses are updated,

and 136,000 photos are uploaded. 50% of 18-24 year-olds go on Facebook when they wake up.

b. NATIONAL

In 2016, the number of Facebook users in India is expected to reach 161.8 million. India is 2nd larger country having 65,635,600 Facebook users.

Teens aged 18-24 account for 50% of total Facebook users in India Nearly 52% of Facebook users in India hardly bother to mention their relationship status Nearly 75.6% of the total user base in India, which means nearly 69.5 million users are male,

whereas close to 22 million odd are female users. 26 million users claimed themselves as singles and 0.78 million engaged. 8.6 million Facebook users had updated their status as married and about 3.6 million as – in a

relationship. Amongst the teens of age 18-24, 19 million users had updated their status as engaged, and 2.2

million said that they were in a relationship, at the same time more than 22 million which is 47% of overall users in the specified age group preferred not to reveal their true relationship status.

c. STATE

Facebook users from four major cities of Gujarat accessed the social network through their smartphones more than other cities of India, including metros

Ahmedabad sees 60 per cent users logged into the networking sites using their smartphones as compared to Delhi, which has 51.6 per cent and Mumbai with 55.2 percent

Other cities of Gujarat—Surat, Vadodara and Rajkot— too topped smartphone for social media users with over 56 per cent users as compared to major cities of India like Chennai, Bangalore, Pune, Hyderabad, Kolkata and Jaipur

d. PESTEL

Political

Economicbest time to share out your content on these social media websites Facebook – 1 to 4 p.m. Twitter – 1 to 3 p.m. LinkedIn – 7 to 9 a.m. or 5 to 6 p.m. Google+ – 9 to 11 a.m. Pinterest – 2 to 4 p.m. or 8 p.m. to 1 a.m.

Social Technological Social media industry uses a variety of services, tools, and programming

languages to make up its core infrastructure. At the front end, their servers run a LAMP (Linux, Apache, MySQL, and PHP) stack with Memcache. Let’s take a look at exactly what that means:

LAMP (Linux, Apache, MySQL, PHP) Macache Languages programmation (java, python, c++, Erlang) Those languages are

used to create services. I will give a Few essentials tools Facebook developed(Thrift(protocol),Scribe(log server),Cassandra(Database))

Environmental Legel

e. Current Trends

1. Creative use of Facebook video Features Facebook Live Facebook 360 videos Animated GIF Instant Articles Facebook Profile videos Cinemographs

2. New Facebook messaging tools

3. Increased share ability factor of content 4. More carousal type of ads

5. Creating Canvas ads for story telling

7. Lead ad 8. Adding a caption to a video

9. Increasing click rate

Facebook Marketing Goals

f. Major Players1. We are Social2. E-DOLOGIC3. ALTIMETER GROUP4. LiVEWORLD5. Salesforce (Radian & Buddy Media)6. IZEA7. Headshift8. MULLEN9. 1000 HEADS10. Ignite Social Media11. Bonus agency:Simply Zesty

g. MAJOR OFFERINS

Community Management Social Outreach Social Analysis Social Media Measurement Social network aggregation Social bookmarking Social analytics

Automation Blogging Validation Brand ambassador

3. COMPANY PROFILE

U&I Brand Solutionsa. Profile Established on 1st April,2014 Brand solution provider for all

advertising, branding and communication needs

one of a kind company with in-house expertise in every element related to Brand management, Creative Designing, Event management, web solutions and PR

A non-exhaustive list of U&I’s skills: Advertising Campaign Online Marketing Design & Printing Web Solutions Ad Making Activations PR Event Planning Promotion & Execution Copy Writing Product Photography Creative Solution Corporate Identity Social Media Marketing

b. Organogram

c. Departments1. Accounting department2. Operations and Management department3. Marketing department4. Designing department

d. SWOTStrengths

Experienced team of social media marketing Pure social media marketing services

provider in Surat associated with 210 websites like

dalalstreet.com They have more than 294 follower on twitter,

more than 227 subscribe on YouTube and more than 851 likes on Facebook

Weakness Yet to develop a team as company is new

in the market Less marketing efforts by company Lack of potential employees Expansion of business to new geographic

locations inside India is slow. Lack of decision making ability in

employees. Number of employees is not sufficient for

managing clients

Opportunities Threats huge opportunity as market is wide open and not many

players are there in the market Every single professional, businessman and college

students are target market for digital marketing training course

The scope of digital marketing is more in Surat city.

Growing Internet penetration in Surat, India. Development of technology in Digital ecosystem.

As such no any threat from the market Old traditional ad agencies promoting them as digital

agencies without proper technical knowledge of digital marketing, but create threats for us

Changing economic conditions will affect business. No of players in market is low, but existing player have

larger customer base. Low barriers in entry and market potential attracting new

agencies to the market. Traditional agencies are now moving to digital also. Business risk is very high because business is completely

based on client’s business.

e. Market Position positioned as pioneer stage in South Gujarat Customers are CHARU Jewels, Zota and Ventura Airlines. main competitors in Surat are:

SEO Professionals Shushraj Harmony multimedia Ivipanan Digital CodeMax Media SEO Digitek Exza Technologies Digibloom IND online ads VJ SEO marketing

4. REVIEW OF LITERTURE

Sr. No

Author’s name Subject Major Findings

1. Azeem, Abdul; ul Haq, Zia. (2012)

Perception towards Internet Advertising: A Study with Reference to Three Different Demographic Groups

It provides with an insight of five factors which are entertainment, informative, credibility, economy and value are significant predictors of perception towards internet advertising.

2. Duffett, Rodney (Jun2015) The influence of Facebook advertising on cognitive attitudes amid Generation Y

Facebook advertising has a favourable effect on the awareness and knowledge hierarchy-of-effects model levels amongst Generation Y in South Africa.

3. YING WANG; WILKINSON, TIMOTHY J.; POP, NICOLAE AL.; VADUVA, SEBASTIAN A (2011)

Romanian consumers' perceptions and attitudes toward online advertising

Internet use is to be a significant factor in influencing, one of the most important functions is to provide information, online advertising is fun and interesting

Sr. No

Author’s name Subject Major Findings

4. Gaber, Hazem Rasheed; Wright, Len Tiu (Oct-2014)

Fast-food advertising in social media: A case study on Facebook in Egypt

young consumers are accepting the idea of fast food advertising in Facebook, research provides a framework for the factors that lead to consumers' engagement with the advertisements on Facebook.

5. Antonis Kodjamanis and Spyros Angelopoulos (2014)

Consumer perception and attitude towards advertising on social networking sites: the case of Facebook

Brands should invest in the social communication aspects of Facebook as an advertising mechanism.

6. Jung, Jaemin; Shim, Sung Wook; Jin, Hyun Seung; Khang, Hyoungkoo (Mar2016)

Factors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea

Peer influence had the most significant impacts on attitude and behavioural intention across all types of SNA.

5. RESEARCH METHODOLOGY

a. Problem statementb. Research Objectivesc. Research design

I. Type of designII. Sampling, frame and sample sizeIII. Data collectionIV. Tools for studyV. Limitations of the study

6. DATA ANALYSIS

Respondents Profile

48%53%

1. Gender

MaleFe-male

31%

68%

1%1%

2. Marital status

MarriedUnmarriedWidowDivorcee

60%27%

12%3%

3. Age group (in years)

18-2526-3536-4546-60

35%

26%

36%

4%

4. Educational level

HSC or belowGraduatePost graduateDoctorate

59%34%

3%5%

5. Occupation

StudentSalariedHousewifeSelf-em-ployed

Statements

Strongly Disagree

Disagree Nuetral Agree Strongly Agree

0

20

40

60

80

100

120

1% 4.5%

25%

50.5%

19%

1. Facebook Marketing is informative.

Strongly Disagree


01020304050607080

18%

37.5%

30.5%

12%

2%

2. Reading Facebook Marketing is waste of time.

Strongly Disagree


020406080

100120

3.5% 5%

18.5%

52.5%

20.5%

3. Facebook Marketing is attractive and creative.

Strongly Disagree


010203040506070

25%30% 29%

8.5% 7.5%

4. Facebook Marketing irritates me.

Strongly Disagree


01020304050607080

18%

35%

27.5%

15.5%

4%

5. I can rely blindly on Facebook Marketing.

Strongly Disagree


01020304050607080

10%

36% 37%

10.5%

6.5%

6. Facebook Marketing is annoying.

Strongly Disagree


0

20

40

60

80

13.5%

28.5%

40.5%

13.5%

4%

7. Facebook Marketing is misleading.

Strongly Disagree


020406080

100

2.5% 6%

29.5%

44.5%

17.5%

8. Facebook Marketing is more interest-ing than traditional marketing.

Strongly Disagree


0

20

40

60

80

7%

17.5%

26.5%

39.5%

9.5%

9. Facebook Marketing affects my purchasing decision of any product/

service.

Strongly Disagree


01020304050607080

5.5%

13.5%

31.5%34%

15.5%

10. Facebook Marketing is more interact-ive than traditional marketing.

Strongly Disagree


020406080

100

8% 10%

21.5%

43.5%

17%

11. Facebook Marketing is more in-formative than traditional marketing.

Strongly Disagree


01020304050607080

6.5%

20%

33.5%

27%

13%

12. Overall watching Facebook Market-ing is important to me.

Strongly Disagree


010203040506070

4.5%

17%

31%33%

14.5%

13. Facebook Marketing is convenient since I can browse products easily.

Strongly Disagree


01020304050607080

7.5%

14%

29.5%

33.5%

15.5%

14. Facebook Marketing helps to find products unfamiliar before.

Strong

ly Disa

gree

Disagre

e

Nuetra

l

Agree

Strong

ly Agre

e0

4080

2% 8.5%

24.5%

41.5%

23.5%

15. Facebook marketing is in-teresting.

Strongly Disagree


020406080

100

5.5% 9.5%

38.5%

25.5%21%

16. Facebook Marketing facilitates a large array of products.

Strongly Disagree


0

20

40

60

80

100

25%

45.5%

19%

8%

2.5%

17. Facebook Marketing is not useful.

Strongly Disagree


0102030405060708090

2%7.5%

38% 38.5%

14%

18. Facebook Marketing is func-tional and practical.

Strongly Disagree


0

20

40

60

80

1%

9%

28%

42%

20%

19. Facebook Marketing is fun.

Strongly Disagree


0

20

40

60

80

100

5.5% 8.5%

27.5%

43.5%

15%

20. I enjoy viewing Facebook Marketing.

Strongly Disagree


01020304050607080

4.5%

12%

34.5%31.5%

17.5%

21. Facebook Marketing is more eye catchy than other media.

Strongly Disagree


01020304050607080

5.5% 8%

33%36.5%

17%

22. Facebook Marketing is easier to recall brands than on other media.

Strongly Disagree


0102030405060708090

6%

18.5%

39.5%

25.5%

10.5%

23. Facebook Marketing is trustworthy.

Less than 1 year

1-2 year 3-5 years More than 5 years

0

20

40

60

80

100

5%

14.5%

45.5%

35%

24. Since how many years do you use Facebook?

7. FACTOR ANALYSIS

KMO and Bartlett’s Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .788

Bartlett's Test of Sphericity Approx. Chi-Square 976.153

df 190

Sig. .000

There are 6 factors in this survey.

Sr. No. Statements

Engagement and Entertainment

1.

Facebook Marketing is easier to recall brands than on other media.

Facebook Marketing is fun.

I enjoy viewing Facebook Marketing.

Overall watching Facebook Marketing is important to me.

Facebook Marketing is more eye catchy than other media.

Facebook Marketing facilitates a large array of products.

2.

Facebook Marketing is more interactive than traditional marketing.

Comparison with Traditional MarketingFacebook Marketing is more interesting than traditional marketing.

Facebook Marketing is more informative than traditional marketing.

3.

Facebook Marketing helps to find products unfamiliar before.

Easy and influencingFacebook Marketing is convenient since I can browse products easily.

Facebook Marketing affects my purchasing decision of any product/service.

4.

Facebook Marketing is annoying.

FrustratingFacebook Marketing is misleading.

Reading Facebook Marketing is waste of time.

5.

Facebook Marketing is functional and practical.

Efficient

6.

Facebook Marketing is not useful.

WorthyFacebook Marketing irritates me.

Facebook marketing is interesting.

8. RELIABILITY ANALYSIS

Reliability statistics

Cronbach's AlphaCronbach's Alpha Based on

Standardized Items N of Items0.736 0.738 23

9. CHI-SQUARE ANALYSIS

1. Facebook Marketing is misleading * Occupation

H0= There is no significance dependency of Occupation on perception that Facebook Marketing is misleading.

H1= There is significance dependency of Occupation on perception that Facebook Marketing is misleading.

Occupation TotalStudent Salarie

dHousewife

Self-employed

Facebook Marketing is misleading.

Strongly Disagree

9 14 0 4 27

Disagree 34 20 1 2 57Neutral 46 29 3 3 81Agree 22 3 1 1 27Strongly Agree

6 1 1 0 8

Total 117 67 6 10 200

Value df Asymptotic

Significance (2-sided)

Pearson Chi-Square 23.673a 12 0.023

Likelihood Ratio 23.715 12 0.022

Linear-by-Linear Association 6.823 1 0.009

N of Valid Cases 200

2. Facebook Marketing affects my purchasing decision of any product/service * Age group(in years)

H0= There is no significance dependency of Age group on purchasing decision. H1= There is significance dependency of Age group on purchasing decision.

Age group(in years) Total18-25 26-35 36-

4546-60

Facebook Marketing affects my purchasing decision of any product/service.

Strongly Disagree

10 3 1 0 14

Disagree 23 7 3 2 35Neutral 34 15 2 2 53Agree 44 22 12 1 79Strongly Agree

8 6 5 0 19

Total 119 53 23 5 200

Value df Asymptotic


Pearson Chi-Square 13.813a

12 0.313

Likelihood Ratio 14.418 12 0.275

Linear-by-Linear Association 3.097 1 0.078


3. I can rely blindly on Facebook Marketing * Educational level

H0= There is no significance dependency of Educational level on relying blindly on Facebook Marketing.

H1= There is significance dependency of Educational level on relying blindly on Facebook Marketing.

Educational levelHSC or below

Graduate

I can rely blindly on Facebook Marketing.

Strongly Disagree

12 9

Disagree 34 9Neutral 16 21Agree 6 11Strongly Agree

1 2

Total 69 52

Value df

Asymptotic


Pearson Chi-Square 22.448a 12 0.033

Likelihood Ratio 23.259 12 0.026Linear-by-Linear Association

2.561 1 0.110


10. FINDINGS

It is found that majority (50.5%) respondents believe that Facebook Marketing is informative. It is found that 37.5% respondents are Disagree that Reading Facebook Marketing is waste of time. This survey says that 39.5% are Agree on Facebook Marketing affects my purchasing decision of any

product/service and very few (7%) are Strongly Disagree. Majority of the respondents are agree that Facebook Marketing is more interesting, interactive and informative

than Traditional marketing. It is found that 38.5% respondents are Neutral that Facebook Marketing facilitates a large array of products. It is found that 43.5% respondents are Agree that they enjoy viewing Facebook Marketing. It can be said that 38.5% respondents are Agree that Facebook marketing is functional and practical and very

few (2%) are Strongly Disagree. This survey says that 39.5% respondents are Neutral that Facebook Marketing is trustworthy and few(6%) are

disagree. Six factors are found in this study and they are engagement and Entertainment, Comparison with Traditional

Marketing, Easy and Influencing, Frustrating, Efficient and Worthy. The reliability of this survey is found 0.736 which is good. Moreover, it is also found that there is significance dependency of Occupation on perception that Facebook

Marketing is misleading. This study says that there is no significance dependency of Age group on purchasing decision. It also tells us that there is significance dependency of Occupation on perception that Facebook Marketing is

misleading.

11. SUGGESTIONS

From a company perspective there is a huge potential in the Facebook Marketing industry. U&I Brand Solutions should measure the Facebook Marketing awareness in Surat city because many people were unaware about it.

U&I Brand solution should measure its Facebook marketing metrics, they should handle Facebook Marketing activities appropriately to generate more likes, awareness and shares.

For the effective marketing of the brands they can build the strong relationship with Facebook users by organizing the seminars or lectures on social media marketing as many of the users are unaware about Facebook marketing’s features and applicability.

They should adopt various Facebook Marketing strategies for branding and promotion as mentioned.

12. CONCLUSION

Facebook is an important marketing tool which offers a company the opportunity to engage with their markets and to learn about customer’s needs. Facebook offers small and large companies new and unique opportunities to engage with their customer and learn about customers’ needs. From this study we can conclude that the perception towards Facebook Marketing in Surat city is positive.

THANK YOU

T study the percaption towards Facebook Marketing in Surat city

Marketing

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