Page 1 of 10
Journal for Studies in Management and Planning
Available at http://edupediapublications.org/journals/index.php/JSMaP/
e-ISSN: 2395-0463
Volume 01 Issue 11
December 2015
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 370
Impact of Internet -marketing on Consumers
Vikram Singh
Assistant Professor in Management Gian Jyoti School of Management Shambhu Kalan (Banur)
Email:Vikram2world3060@gmail.com
Abstract
Internet marketing is the continous growing
field of today’s scenario which offers to buy
innumerous variety goods and services from
online stores. This paper explores the effect of
the Internet marketing in our livelihood. The
increased number of consumers and the high
demand for the products and services leads to
enhancement in competition too. This paper
analyse the consumer’s purchase attitude
towards the internet- marketing and
advertisements. The latest technologies and
advancements make the internet marketing
more popular among the people. And without
spending of much more time and cost anyone
can buy and sell large number of commodities
on various websites.The research is done to
find out the essential things that affect the
consumer’s behaviour while doing the online
purchasing through advertisements. The
consumer protection law is also established by
the government for ensuring the consumer
rights and fair trade activities between the
customers and the various business premises.
Keywords: Consumers, Internet, E- marketing, Consumer law.
Introduction about Internet
The internet emerged with the US government
project in 1970.The purpose was to develop
some system of communication that would
link researchers all over the world and allow
them to access and excange of information. In
1989 World Wide Web (www) was developed
which makes possible for its users to share a
complete communication.
The two computer science doctrol students of
Stanford University met namely Larry Page
and Sergey Brin who developed the formula
that that would order the results of a data
search by relevency. In 1998, Page and Brin
presented their findings at the world wide
conference. One year later, after they raised
$30 million in funding, they launched Google
(http:/www.google.com).
The internet changes the thinking of people
towards the purchases of goods and services.
Over the past decades the usage of internet
products increased rapidly.Internet marketing
or online marketing connects the advertisers
and promotors with the large pool of
customers for smooth functioning for the
people having different level of income, status,
gender and ages. Internet marketing is done by
showing the variety of images, text, logos,
photographs and animations upon the
websites. The growth of internet leads to
enhance the attraction of the advertisors and
promotors.
Page 2 of 10
Journal for Studies in Management and Planning
Available at http://edupediapublications.org/journals/index.php/JSMaP/
e-ISSN: 2395-0463
Volume 01 Issue 11
December 2015
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 371
Marketing products on the Internet costs less
than marketing them through a physical retail
outlet.The internet helps the consumers to buy
variety of products online in a single place. It
will save the Time and cost of both consumers
and as well as sellers. Internet marketing is
also known as the wireless marketing by
electonic mails. The Internet provides an
important platform for building relationships
with customers and increasing customer
retention levels.The internet sales further
increased when the consumer feel secured and
riskless purchases. The government also made
the consumer protection act 1986 in the
parliament of India for protecting the interest
of the consumers which helps the customers
for the reduction of various uncertanities and
misleadings done by the sellers online. It will
further enhance the interest of the consumers
to make better coordination with the sellers for
future purchases when they feel confident to
buy the products through internet. Internet
auction is a basically two tier process- firstly,
when the third party is included for the sale of
large amount of products of the various
organizations like snapdeal, flipkart, e-Bay,
Amazon.com and the secondly when the seller
creates their own auction through its own
company websites. And buyers can buy the
24-hours and seven days in a week from
internet which is not possible in physical
purchases.
History of Internet Marketing
The history of Internet as a marketing
channel started back in 1983 when
Compuserve launched the
first commercial Internet email product.
Internet messaging had previously been
available only to the military and universities.
A decade later, a “browser” for Tim Berners
Lee‘s hypertext protocol became available as a
free download from the National Center for
Supercomputing Applications. Mosaic, as the
browser was called, was soon followed by a
more household name, the Netscape
Navigator. Very few people and companies
thought the web would have any impact on
their ability to sell goods and services. Jeff
Bezos launched Amazon.com in 1995, most
business analysts thought it would flop as
consumer would never use their credit card
online. The next watershed moment in Internet
history was Google Adwords, launched in
2003. Google wasn’t first search engine, but it
was the first to offer a system whereby
advertisers could serve ads in response
to users’ real-time intent and desires.
In 2007 the rules changed again. Mobile
content consumption, previously tightly
controlled by the carriers (at least in the US),
was suddenly controlled by a device
manufacturer as Apple launched the iPhone.
The most radical and impactful marketing
innovation yet is the Open Graph, a Facebook
technology launched in April 2010.
Bristol-Myers Squibb (Drug Company) was
the first company that officially launched an
online market product namely "Excedrin" for
the public awareness about the drugs.
According to Linda Himelstein of Business
Week, the promotion of Excedrin world wide
online leads to enhance the reputation of the
Bristol-Myres Squibb. Standardized
technology industries such as Microsoft and
IBM began to incorporate their internet
Page 3 of 10
Journal for Studies in Management and Planning
Available at http://edupediapublications.org/journals/index.php/JSMaP/
e-ISSN: 2395-0463
Volume 01 Issue 11
December 2015
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 372
provider and several software programs in the
Bristol Myres existing online Campaings. The
expenses used for internet marketing in the
US, Canada and other neighboring countries
totaled to 300 Billion Dollars in 1996. In 1994,
the average online marketing figure totaled to
175 Billion Dollars which were all spent for
traditional advertising campaigns in one
year.In the year 1997, the online advertising
industry's budget increased to $1 billion.
Literture Review
George N. Lodorfos, Tom A. Trosterud,
Chris Whitworth, (2006) in their research
titled ‘E-consumers’ attitude and behaviour in
the online commodities market’ studied the
factors determining e-consumers re-purchasing
behaviour in the e-business to consumer
market. This study adopted a quantitative
methodological approach within the context of
the online CD, Books, music, magazines and
DVDs purchasing industry, surveying 211
consumers with prior purchasing experience in
this range of products.
Srivastava Priyanka (2012) studied impact
of online advertising on consumer behaviour
(with special reference to e-mails). Author
studied that the internet broadcast model is
what many major advertisers have been
waiting for. They want to make Internet
advertising more like television advertising.
The goal of advertisers is to make their ads
more involving. Interactive advertising
allows customers to become more involved
because they initiate most of the action. The
important trend is that web advertising is
moving away from the banner and
marketers are experimenting with new forms
such as games and interactive product
demonstrations in such new forms as pop- up windows, daughter windows and side
frames. Feedback is one the strengths of
Internet sites, and an effective site captures
information from visitors in a systematic
way that can be used in strategic planning.
Dr. Sanjay Hooda and Sandeep Aggarwal
(2012) in their study examines key consumer
behaviour attribute and relation among them in
E-marketing perspective. Attempt has been
made to study the acceptance rate of e- marketing among the Jaipur consumers and its
impact on their purchase decision.
Dr. Ujwala Dange and Vinay Kumar (2012)
came with the research that the key factors
which affect buying motives of consumers for
online buying or E- shopping. One online
consumer buying behavior motive model,
(FFF Model), has been designed and
suggested.
S.Ramakrishnan (2013) also did a study on
online marketing is no longer an option; it is a
necessity. Still, that’s not all bad news.
Planning your Internet marketing strategy does
not have to be a difficult task, particularly if
the competition doesn’t fully understand that
the rules of Internet marketing are not the rules
of traditional marketing.
Norazah Mohd Suki, Norbayah Mohd Suki
(2013) in their research titled ‘The Effect of
Internet Marketing Environment, Product
Characteristics, Familiarity and Confidence,
and Promotional Offer’ that Online shopping
enables consumers to search for information
and purchase products or services through
direct interaction with online store. This study
