A STUDY ON BRAND BUILDING THROUGH INTERNET

Dissertation submitted in partial fulfillment of the requirements for the

Award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
Of
BANGALORE UNIVERSITY

By
RODRICK STEPHEN NATAL
Reg.No.12JJCMA082

Under the guidance of

Mr. RAGESH T.S.
FACULTY, MANAGEMENT DEPARTMENT

KRISTU JAYANTI COLLEGE OF MANAGEMENT AND

TECHNOLOGY
Bangalore University
2013-2014

CERTIFICATE

This is to certify that the dissertation titled A STUDY ON BRAND BUILDING

THROUGH INTERNET is an original work of Mr. RODRICK STEPHEN NATAL;
bearing University Register Number 12JJCMA082 and is being submitted in partial
fulfillment for the award of the Masters Degree in Business Administration of Bangalore
University. The report has not been submitted earlier either to this University /Institution
for the fulfillment of the requirement of a course of study.

Mr. Ragesh T.S.

Project Guide

Dr. Vijaya Baskaran

HOD, Management Studies

Fr. Josekutty P.D.

Principal

DECLARATION

I, hereby declare thatA STUDY ON BRAND BUILDING THROUGH INTERNET

is the result of the project work carried out by me under the guidance of Mr. Ragesh T.S.
in partial fulfilment for the award of Masters Degree in Business Administration by
Bangalore University. I also declare that this project is the outcome of my own efforts
and that it has not been submitted to any other university or Institute for the award of any
other degree or Diploma or Certificate.

Place: Bangalore

Date:

Name: RODRICK STEPHEN NATAL

Reg. Number: 12JJCMA082

ACKNOWLEDGEMENT
At the completion of my final project, I am deeply grateful to many people who extended
me their helping hand. First of all I raise my heart and mind in thanks to the Almighty
God who is always leading and guiding me in all my endeavors.
I express my heartfelt gratitude to Fr. Josekutty P. D, Principal, Kristu Jayanti
College, for giving me an opportunity to carry out the project on this topic.
I would also like to thank Dr. Vijaya Baskaran, Head of the department of Management
Studies Kristu Jayanti College, for guiding me with proper guidance and valuable
suggestions. His vision and execution of creating a structure, definition, and realism
around the project fostered the ideal environment for me to learn and grow.
I express my thanks to Mr. RAGESH T.S. who provided me the opportunity to do my
project under his guidance and I express my sincere gratitude to him for his valuable
guidance, encouragement and suggestion throughout the period of my study.
I affirm my renewed thanks to everyone who have helped me one way or the other to
complete this project. I deeply acknowledge every service with gratitude.

Rodrick Stephen Natal

12JJCMA082

TABLE OF CONTENTS

Chapter
No.

TOPICS
Executive Summary

Page No.
i

Introduction

1-14

Profile of the Business

15-39

Design of Dissertation

40-48

Data Analysis and Interpretation

49-67

Findings, Conclusion & Suggestion

68-72

References & Appendix

73-77

LIST OF TABLES
Table No.

Name of the Table

Page No.

4.1.1

Gender of the respondents

50

4.1.2

Age group of respondents

51

4.1.3

Profession of the respondents

52

4.1.4

Time spend on the internet

53

4.1.5

Knowledge in doing transaction on internet

54

4.1.6

Familiarity of online retailers

55

4.1.7

Dependency of online retailers

56

4.1.8

Awareness about online retailers

57

4.1.9

Effectiveness of online ads of e-retailers

58

4.1.10

Factors affecting efficiency of online companies

59

4.1.11

Important element for selecting an online retailer

60

4.1.12

Credibility of online retailers

61

4.1.13

Follow-up and reminders

62

4.1.14

Loyalty of various online retailers

63

4.1.15

Cross tabulation of Age group of the respondents and

Familiarity of online retailers

64

4.1.16

Friedman K test for first hypotheses - Ranks

65

4.1.17

Friedman K test for first hypotheses Test Statistics

65

4.1.18

Chi-square test for second hypotheses - Ranks

66

4.1.19

Chi-square test for second hypotheses Test Statistics

67

LIST OF FIGURES
Figure No.

Name of the Figure

Page no

1.1

Customers satisfaction scale

1.2

Brand awareness process

1.3

Adoption process

4.1.1

Gender of the respondents

50

4.1.2

Age group of respondents

51

4.1.3

Profession of the respondents

52

4.1.4

Time spend on the internet

53

4.1.5

Knowledge in doing transaction on internet

54

4.1.6

Familiarity of online retailers

55

4.1.7

Dependency of online retailers

56

4.1.8

Awareness about online retailers

57

4.1.9

Effectiveness of online ads of e-retailers

58

4.1.10

Factors affecting efficiency of online companies

59

4.1.11

Important element for selecting an online retailer

60

4.1.12

Credibility of online retailers

61

4.1.13

Follow-up and reminders

62

4.1.15

Loyalty of various online retailers

63