Marketing Research On E-book Platforms

A STUDY ON MARKETING RESEARCH ON E-BOOK PLATFORMS AT

ELVERS TECH, BANGALORE

Project report to SRM UNIVERSITY

“Summer internship” in partial fulfillment of the requirement

For the award of the degree of

MASTER OF BUSINESS ADMINSTRATION

Submitted by

ARCHANA K (3511310061)

Under the guidance of Mr.K.Balaji, Assistant Professor (Sr.G)

SRM SCHOOL OF MANAGEMENT

SRM UNIVERSITY

KATTANKULATHUR

AUGUST 2014

1

BONAFIDE CERTIFICATE

This is to certify that the Research Project work titled “A STUDY ON

MARKETING RESEARCH ON E-BOOK PLATFORMS AT ELVERS

TECH, BANGALORE” is a Bonafide record of work done by ARCHANA K,

(3511310061) First year MBA, SRM UNIVERSITY, in partial fulfillment of the

requirement for award of degree of “MASTER OF BUSINESS

ADMINISTRATION” during the academic year 2013-2014.

Faculty Guide Dean

Mr.K.BalajiDr.Jayshree Suresh

Submitted for viva voice to be held on -------------------------------------------------

----------------------------------- ----------------------------------

Internal Examiner External Examiner

Date:

Place:

2

DECLARATION

ARCHANA K, a Bonafide student of SRM UNIVERSITY, hereby declare

that project titled “A STUDY ON MARKETING RESEARCH ON E-BOOK

PLATFORMS AT ELVERS TECH, BANGALORE” submitted in partial

fulfillment of the requirement for award of degree of “MASTER OF BUSINESS

ADMINISTRATION” of SRMUNIVERSITY is my original work.

ARCHANA K

Date:

Place:

3

ACKNOWLEDGEMENT

I wish to express my deep sense of gratitude and indebtedness to our DEAN

Dr.Jayashree Suresh, SRM SCHOOL OF MANAGEMENT, SRM

UNIVERSITY, and Kattankulathur for granting me permission to carry out this

project on service quality.

I extend my heart full thanks and deep sense of gratitude to my guide

Mr.K.Balaji Assistant Professor (Sr.G), SRM SCHOOL OF

MANAGEMENT, SRM UNIVERSITY, for guiding me in all works in a kind

manner and enabling me to march towards the successful finishing of this project.

I also extend my sincere thanks to, Mr.DarshanThalapaneni, Director of

ELVERS TECH, for allowing me to undergo project work at this company.

I thank my friends for the co-ordination to make the project a success. I

thank my parents who have always supported and encouraged me to do my best in

all matters of life and I cannot finish without thanking the almighty who spread

over everywhere.

ARCHANA K

Date:

Place:

4

Guide Name: K.BALAJI Date:

ToThe Director,

#1000, Uttarahalli Main Road Bsk 3rd stage,

Bangalore- 560051.

Dear Sir/ Madam

Sub: Summer Internship for our First year MBA students -From

26-May-2014 to 30- June-2014 –reg.

SRM University is a NAAC “A+” Accredited institution. Further, Ministry of Human Resource,

Government of India also places SRM University in “A+”. Our institution is a reputed

management school in India offering 2 year full-time MBA program. We have been rated as A+

in Business India – B-School survey and ranked among the Top 50 “B” School in India by

Career 360. We have been rated A3 level in Indian Management Survey. The survey was taken

by Dalal Street Magazine, Mumbai andlist SRM School of Management in the Top 100 Business

Schools all over India. The survey taken by Outlook in the year 2012 our institution is placed on

70th position all over India. We follow AEP Model: Learning through: Application,

Experienceand Participation.

SRM School of Management is a recipient of the 8thMMA Award for Managerial Excellence.

We are one of the few Management School accredited by Tata Consultancy Services Ltd.

As a part of the MBA curriculum, the students have to undergo project work for two months in a

reputed organization to partially full fill their Management program.

We request your esteemed organization to assign our student------------------------------with

Reg.No. ------------------------------- To undergo his/her summer project for a period of 8weeks as

mentioned above.

Thanking you,

Yours Sincerely

K.BALAJI

Assistant Professor (Sr.G)

5

School of Management

CONTENT

CHAPTER

NO.

TITLE PAGE NO.

I CHAPTER 1

1.1 INTRODUCTION 11

1.2 INDUSTRY PROFILE 23

1.3 ORGANIZATION PROFILE 26

1.4 REVIEW OF LITERATURE 31

1.5 STATEMENT OF PROBLEM 36

1.6 OBJECTIVES OF THE STUDY 36

1.7 SIGNIFICATION OF THE STUDY 36

1.8 LIMITATION OF THE STUDY 37

II CHAPTER 2

2.1 INTEGRATED VIEW OF HUMAN

RESOURCE MANAGEMENT

39

6

2.2 RESEARCH METHODOLOGY 45

2.3 METHOD OF ANALYSIS

47

III CHAPTER 3

3.1 ANALYSIS OF DATA AND

INTERPERATION

52

3.2 TABLES AND CHARTS 53

IV CHAPTER 4

4.1 FINDINGS 67

4.2 SUGGESTION 67

4.3 CONCLUSION 68

V CHAPTER 5

5.1 SUMMARY 57

5.2 BIBLIOGRAPHY 58

5.3 QUESTIONNIARE 59

Table no LIST OF TABLES PAGE NO.

1 The table shows the Age of the respondents 53

2 The table shows Education & Qualification of respondents

54

3 The table that shows the use of e-books by respondents

55

4 The table that shows the use of e-books by respondents each time

56

5 The table that shows the place e-book readers are used

57

6 The table that shows the easiness of the use of the e-book reader

58

7 The table shows use of e-book reader in studies 59

8 The table shows the way study has changed by e-book reader

60

9 The table shows the e-book reader used for reading various things

61

10 The table shows satisfaction of the consumer with e-book reader

63

7

Table noLIST OF CHARTS PAGE NO.

1 The chart shows the Age of the respondents 53

2 The chart shows Education & Qualification of respondents

54

3 The chart that shows the use of e-books by respondents

55

4 The chart that shows the use of e-books by respondents each time

56

5 The chart that shows the place e-book readers are used

57

6 The chart that shows the easiness of the use of the e-book reader

58

7 The chart shows use of e-book reader in studies 59

8 The chart shows the way study has changed by e-book reader

60

9 The chart shows the e-book reader used for reading various things

61

10 The chart shows satisfaction of the consumer with e-book reader

63

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CHAPTER 1

1.1 INTRODUCTION

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The study entitled ‘Marketing research on E-book Platforms’ has been carried out at

ELVERS TECH, Bangalore.

Marketing Research

Marketing research is "the process or set of processes that links the consumers,

customers, and end users to the marketer through information — information used to identify

and define marketing opportunities and problems; generate, refine, and evaluate marketing

actions; monitor marketing performance; and improve understanding of marketing as a process.

Marketing research specifies the information required to address these issues, designs the method

for collecting information, manages and implements the data collection process, analyzes the

results, and communicates the findings and their implications."

It is the systematic gathering, recording, and analysis of qualitative and quantitative data

about issues relating to marketing products and services. The goal of marketing research is to

identify and assess how changing elements of the marketing mix impacts customer behavior. The

term is commonly interchanged with market research; however, expert practitioners may wish to

draw a distinction, in that market research is concerned specifically with markets,

while marketing research is concerned specifically about marketing processes.

Marketing research is often partitioned into two sets of categorical pairs,

Either by target market:

Consumer marketing research, and

Business-to-business (B2B) marketing research

Or, alternatively, by methodological approach:

Qualitative marketing research, and

Quantitative marketing research

Data Collection Process- This process includes field work and desk work for collecting

all relevant data and information. Field work includes interviewing the personals by interacting

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them face to face by visiting them in home or offices or arranging group meetings at any

preferred place. Desk work includes contacting personals over telephone or via series of emails

and web meetings. This could take comparatively more time as compared to the field work.

Involving experienced and trained executive for this helps in reducing data collection errors.

Data Preparation, tabulation and analysis of results- After the data collecting stage the

collected data is edited, corrected if required and validated. This process is the most important

process in the research as the results are generated on the basis of data preparation. So it is

required for an organization to verify the authenticity of the collected data and edit or correct it if

needed. The final data is then segmented according to the business standards and inserted into

the CRM database in a more tabulated form so that search or combination could be made easily.

The entire process is properly documented with respect to organizational standards so

that it can be referred in future for decision making process or to change or modify any specific

process or module. This document contains overall architecture of the project depicting all the

processes with the help of tables, graphs and figures to provoke impact and clarity.

Market Research undeniably plays a vital role in exploring the business. The above

process if conducted in an efficient manner could help predicting and correlating customer needs

and then modeling or modifying the business strategies accordingly.

What is an E-book?

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An electronic book (variously: e-book, e-book, e-Book, e-book, digital book, or even e-

edition) is a book-length publication in digital form, consisting of text, images, or both, readable

on computers or other electronic devices.

History

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Bob Brown's The Readies (1930)

Some years earlier the idea of the e-reader came to Bob Brown after watching his first

"talkie" (movie with sound). In 1930, he wrote an entire book on this invention and titled itThe

Readies, playing off the idea of the "talkie". In his book, Brown says movies have

outmaneuvered the book by creating the "talkies" and, as a result, reading should find a new

medium: "A machine that will allow us to keep up with the vast volume of print available today

and be optically pleasing". (These were big points for Brown.)Though Brown may have come up

with the idea intellectually in the 1930s, early commercial e-readers did not follow his model.

Nevertheless, Brown in many ways predicted what e-readers would become and what they would

mean to the medium of reading. In an article

Jennifer Schuessler writes, "The machine, Brown argued, would allow readers to adjust

the typesize, avoid paper cuts and save trees, all while hastening the day when words could be

recorded directly on the palpitating ether.” However, Brown would likely have found modern e-

readers much too bookish and not unique enough in their own right. He felt the e-reader should

bring a completely new life to the medium of reading. Schuessler relates it to a  DJ spinning bits

of old songs to create a beat or a new song as opposed to just a remix of a familiar song.

E-book Formats

As e-book formats emerged and proliferated, some garnered support from major software

companies, such as Adobe with its PDFformat and others supported by independent and open-

source programmers. Different e-readers followed different formats, most of them specializing in

only one format, thereby fragmenting the e-book market even more. Due to the exclusiveness

and limited readerships of e-books, the fractured market of independent publishers and specialty

authors lacked consensus regarding a standard for packaging and selling e-books.

However, in the late 1990s, a consortium formed to develop the Open e-book format as a

way for authors and publishers to provide a single source-document which many book-reading

software and hardware platforms could handle. Open e-book as defined required subsets of 

XHTML and CSS; a set of multimedia formats (others could be used, but there must also be a

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fallback in one of the required formats), and an XML schema for a "manifest", to list the

components of a given e-book, identify a table of contents, cover art, and so on. Google Books

has converted many public-domain works to this open format.

In 2010, e-books continued to gain in their own underground markets. Many e-book

publishers began distributing books that were in the public domain. At the same time, authors

with books that were not accepted by publishers offered their works online so they could be seen

by others. Unofficial (and occasionally unauthorized) catalogs of books became available on the

web, and sites devoted to e-books began disseminating information about e-books to the public.

Technology

Developers have been working for years on e-book readers based on LCD technology,

without success in the market.

After the “electronic paper” came, Sony, Amazon and other companies have used this

material to create different types of devices. This new technology has improved the quality of

reading experiences significantly.

The paper book

Although the technology is somewhat outdated, the paper book is a medium that has

affected our society for many centuries. Seen from a functional perspective, the book has long

life, supports multiple fonts and languages. It is an inexpensive medium for delivering

information.

LCD

LCD 2 technology consumes power and is not very user friendly in many contexts. For

the e-book reader the technology was not very suitable, for instance it was difficult to read in

sunlight, it spends a lot of battery power, and that drawings were not rendered properly.

Two e-book readers with LCD technology were launched in 1998, Soft Book Reader and

Rocket e-book. They had 20 and 5 hours of battery life respectively. LCD technology is alive

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and well and today it has developed support for color. In 2008 the worldwide sales of TV sets

with LCD technology passed the sale of those with cathode screen.

Epaper

The technology beyond epaper is based on the electronic ink Vizplex developed by the

company E-ink.

The technology is based on millions of microcapsuls, which have a diameter the size of a

humanhair. Each component contains white and black particles which are sensitive to electricity.

Electric fields affect these particles to move in ways that create text.

Where there should not be text the white particles move on top of the microcapsul so that

the black is not visible. Epaper uses power only when a page is refreshed (Shapira, Shoval,

Meyer, Tractinsky, and Mimran 2008).

E-reader

A physical, tangible device used to view an e-book. E-book readers consist of an

enclosure made of plastic or metal, with buttons to navigate through the documents and to

activate the menu. The artifact may have support for USB connections and can have separate

ports for memory cards 5. Some of them can offer WiFi and GSM communication.

Some e-book readers have interfaces via a touch screen. The size is usually either A4 or

A5. They may have support for audio and some have their own web browser.

Models

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The following e-book readers are to be found on the market:

Kindle

This e-book reader is developed by Amazon, launched in 2007 (Baker 2009) and is

available in A5 and A4 format. The latest Kindle DX (A4) is made to read articles and books that

contain pictures and graphs.To transfer the users own documents to Kindle, the files must be sent

via email to Amazon. Then you get a link where you can download it to your own e-book reader.

Cybook Gen 3

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This e-book reader is developed by the Dutch company BOOKEEN. This artifact use 23

seconds before it is ready for use, but uses little power. This e-book reader does not support the

free and open e-book standard EPUB.

iLiad

Manufactured by iRex, this is an e-book reader in A4 format with a touchscreen. Iliad

offers the ability to save notes made in documents. In addition, the Iliad can be used as a note-

book.

Reader Digital Book PRS 505

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Manufactured by Sony, it supports playback of audio, uploading of content is possible via

USB and memory card.

Reader Digital Book PRS 700 Manufactured by Sony

PRS 700 supports audio, offers background light and touchscreen.

E-book reader

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Developed by Plastic Logic is thin and use the touchscreen to access the interface. It uses

a different technology for epaper than the one from eink.

Nook

Nook is an impressive looking new e-book reader by Barnes and Noble. The most

notable is the feature called "LendMe" which lets users borrow certain books (depending on the

publisher’s wishes), the same way they have traditionally traded paper books.

FLEPia Color

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Manufactured by Fujitsu, it was launched in spring 2009, is 12 mm thick and comes in both A4 and A5 format. The interface can be used through a touchscreen. Refresh time for new pages is long.

E-book Platforms

We will define a platform as a software platform that connects the librabry’s e-book

collections to patrons. The platform displays the e-books connected with the library, so patrons

can browse and check them out. It’s like the card catalog, but patrons have instant access to the

books straight from the platform.

Examples of e-books lending platforms and vendors: Overdrive Media Console,

Freading, and 3M Cloud Library, Baker and Taylor’s Axis360.

Three new e-book platforms nearing their debut

The three new platforms are:

Google Editions

Blio

Copia.

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Google’s special proposition is ubiquity; Blio’s special proposition is enhanced feature

sets; and Copia’s special proposition is building social networking right into the content

consumption platform.

The new entrant that is subject to the greatest anticipation, of course, is Google Editions.

Whenever they go live (which they say they “hope” will be sometime this summer, which has

another 6 weeks or so to run), they are likely to be offering the largest selection of e-books from

any single source. Google has a staggering number — millions — of public domain books but

they will also have professional and scientific books not published on most of the prior e-book

platforms. Their well-promoted proposition is their cloud model, which will allow their e-books

to be read on any device that can support a browser.

Google is also offering a wholesaling service to enable any bookstore or any web site to

sell their e-books. (What that means, of course, is that their “largest single source” claim could

be usurped by their own resellers, who might have added other titles from other places.) Their

arrival adds another option for potential e-book sellers who had previously been served by

Ingram’s wholesaling operation or their competitor, Content Reserve, which has also reached the

book trade through Baker & Taylor.

Google is working the OEM channel as well and not limiting themselves to Android-

powered devices in doing so. They’ll have apps available in multiple marketplaces, including

Apple. And they are offering to power sales on publishers’ own sites. We’ve seen no

announcement of publishers who have accepted this proposition, but it would seem likely that

some, particularly smaller ones, will find it attractive.

Baker & Taylor has been developing its own e-book platform, Blio, in concert with

futurist Ray Kurzweil and the National Federation of the Blind. We werefirst shown Blio last

December and were really impressed with its crisp presentation of integrated text-and-pictures

pages. They showed us a tool kit that made it pretty easy for publishers to enhance their print

books for electronic delivery with sound and video, and even to fiddle with the design in the Blio

platform. Because of Blio’s roots as a tool to bring reading to the sight-impaired, the ability to

adjust font sizes, a capability which all e-books offer, had to be integrated into their delivery of

complex page layouts.

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1.2 INDUSTRY PROFILE

E-MARKETING

E-marketing refers to the use of the Internet and digital media capabilities to help sell

your products or services. These digital technologies are a valuable addition to traditional

marketing approaches regardless of the size and type of your business. E-marketing is also

referred to as Internet marketing (i-marketing), online marketing or web-marketing.

As with conventional marketing, e-marketing is creating a strategy that helps businesses

deliver the right messages and product/services to the right audience. It consists of all activities

and processes with the purpose of finding, attracting, winning and retaining customers. What has

changed is its wider scope and options compared to conventional marketing methods.

E-marketing is deemed to be broad in scope, because it not only refers to marketing and

promotions over the Internet, but also includes marketing done via e-mail and wireless media. E-

marketing also embraces the management of digital customer data and electronic customer

relationship management (ECRM) and several other business management functions.

E-marketing joins creative and technical aspects of the Internet, including: design,

development, advertising and sales. It includes the use of a website in combination with online

promotional techniques such as search engine marketing (SEM), social medial marketing,

interactive online ads, online directories, e-mail marketing, affiliate marketing, viral marketing

and so on. The digital technologies used as delivery and communication mediums within the

scope of e-marketing include: 

Internet media such as websites and e-mail

Digital media such as wireless, mobile, cable and satellite.

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Internet Market Analysis

The World Wide Web is a font of information when building an internet market analysis.

It can be used to mine data, understand the competition and track marketing efforts. The essential

goal is to define the target market, determine who the competition is and learn how to market to

potential customers. This provides a solid picture of the direction the business will need to go in

order to focus their marketing efforts. 

The Benefits of Market Analysis

By determining who the customer is and where to find them, it will be easier to target the

right market. This will help to gauge current market conditions, show that the competition is

what the pricing structure is and any promotional strategies. It will also show which niche

markets are underdeveloped and have potential for growth. This will allow a product to get the

greatest exposure by positioning it as a valuable commodity.

Gathering Information Online

The internet can provide almost any information necessary to build the market analysis.

Search industry reports and statistical data to find information that helps to support the basic

business concept. Some sites may charge a small fee for this information. Be sure not to

overestimate the appeal though, or the report will not be realistic.

There are often sample business plans for similar companies that can be useful when

building a comprehensive idea of the market. By using the internet to find relevant information,

it will be easier to find potential customers and increase demand for the product or service. 

Online Competitor Research

Watch competitors’ websites and use this information to determine what they are doing

right and what they are doing wrong. Find out which of their home pages are clear and concise

and use positive ideas to determine the direction your business should go. This can be an

invaluable way to out-maneuver others in the industry and show ways to improve marketing

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efforts. If a particular business seems to dominate the online market, review the information to

find out why. Use keyword searches and search engine rankings to find out which concepts are

the most effective. 

Other Online Information

There is a virtual gold mine of information available online to entrepreneurs. Online

articles and research reports can give an overview of the target market. It can also be used to

network with vendors, suppliers and existing players in the industry. In addition, it can be used to

explore the feasibility of a business idea or product line before beginning. Potential customers

are available online as well to give feedback and ideas. Government resources also are

invaluable sources of information when building a market analysis. 

Having a good idea for a business, product or service is an excellent starting point.

However, the technical expertise is often not enough if it is not followed up with a

comprehensive marketing analysis. This is the foundation for a marketing plan that works. This

in-depth market knowledge saves money and increases revenue by focusing on a specific target

market.

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1.3 ORGANIZATION PROFILE

ELVERSTECH

At Elvers Tech, we have thought and are creating.  We see an opportunity for e-books in the

publishing industry which is untapped. We have developed a product to serve this market,

through our service, people from all over the world will be able to read & enjoy their favourite

books on tablets and e-readers at affordable cost.

ELVERS TECH, a startup company focuses on e-lending in publishing industry. It is

founded on the idea of exploring opportunities for e-books in various industries starting from

publishing to specific solutions in academics.

Founded in the year 2013 by College of Engineering graduates

Key People:

Darshan T, Director

Gautham A, Co Founder

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Products:

E Scroll

Website:

www.elverstech.com

Vision

The main vision of Elverstech is to make e-book lending simple.

Mission

The mission of Elvers tech is setting up e-book digital libraries in which will replace the

hard book librariesremove in from the above statement.

About the Product:

E Scroll

E Scroll lets you borrow and read any number of e-books from your tablets and e-readers

for a monthly subscription fee. The service will be like a Netflix/Spotify for e-books.E Scroll

26

business model and application helps achieve the DRM standards that are required of e-books

(specifically the e-book lending market). This will help E Scroll become the content leader in

this market segment, thereby the best possible solution for e-book lending. Users can register

with just their email ids and enjoy a free month of subscription before they have to start paying

for the service. Business Model that supports and Application (Technology) that helps achieve

the DRM standards requested by the publishers.

All existing solutions, both the business model and the application (technology) do not

support the DRM standards requested by the publishers. Hence the major gap is with the content

out there for lending. By putting together an innovative business model and building an

application that supports this business model e'scroll differentiates itself from competition. This

will help e'scroll be the leader in content for the e-book lending industry.

How it works

Browse

Browse the huge collection of e-books in the library. Try to read a new Author, Titles

&Genre.

27

Borrow

When you find an interesting title, borrow to read it on your device. Enjoy unlimited

borrowings from the library. Request for titles online and add titles to your wish list to read later.

Read

Once the title is borrowed, you can enjoy reading the book with built-in e-book reader in

the App. Features in the App will help you read more books from library and keep you

entertained

Features

Notifications

Receive notifications on recent books, favorite author & genre, requested books in App &

e-mail.

Where are we

E Scroll is available on tablets & phones. You can download from Apple App Store &

Google Play Store.

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Library

E Scroll library will help you search books by Author, Genre. Library in eScroll lets to

explore & bump into new books by maintaining the spirit of library.

Time

Get to know when you will be able to borrow your reques.oted book to read.

Customize

Customize your reading experience through font selection, font size, adjustable

brightness & reading modes

29

1.4 REVIEW OF LITERATURE

An extensive literature review is done on the concepts and theories related to web

advertising. A review of Research papers, articles is undertaken to take note of and acknowledge

work that has been done in the field of web advertising as such. The Researcher has collected

secondary data from reputed Journals and Magazines, Newspapers, articles, Internet websites

and Archives. The Researcher has visited Libraries in Pune and out of Pune, to collect literature.

The researcher has identified seven research papers along with thirteen articles published in

renowned journals on various topics such as Web ad, Web based ad market, E-commerce impact,

trends of online marketing, consumer attitude to Web ad and sales/marketing strategy. The

review of available Literature on each topic is taken into account in this chapter.

Internet as a Marketing tool

J Suresh Reddy has published article in Indian Journal of Marketing. Title of article is

“Impact of E-commerce on marketing”. Marketing is one of the business function most

dramatically affected by emerging information technologies. Internet is providing companies

new channels of communication and interaction. It can create closer yet more cost effective

relationships with customers in sales, marketing and customer support. Companies can use web

to provide ongoing information, service and support. It also creates positive interaction with

customers that can serve as the foundation for long term relationships and encourage repeat

purchases. Even cyber shopping allows customers to sit in the comfort of their homes and

purchases their goods. One can shop any kind of product or service in the mind of the night and

from any part of the world.

VikasBondar has published his article on “sales and marketing strategies”. Internet is a really

good thing. The Internet gives people a greater amount of information as we need. It is the best way to get

a comparison of the products that we need. If we are interested in buying, it is best for us to check the

Web sites. Also if we would like to make our own Web page we can do this, without paying a lot of

money. From where do we set all this information? The answer is from advertising, which we see,

everywhere: on TV, on the Internet, in the newspapers and more. Year after year we get more and

30

more new, interesting information and in the future the Internet use will increase more than now.

This article explains how internet is useful tool for advertisement.

V.Kumar and Denish Shah have published research paper entitled “Pushing and

Pulling on the Internet”. The internet is fast emerging as a domain sales channel. The Internet

isexpanding & it influences consumer which shifts the consumer behavior. It has changed the

wayproduct awareness is created, developed new modes of product consideration.

It also creates new means of purchasing products. This has brought new opportunities,

challenges and threats (in the form of competition) to both existing and new business.

Victor Van Valenhas published article “Is Your Marketing Smart?” Today advertisers

not only need to cater to and directly pinpoint a precise targeted audience, but they need to

customize their advertisements as well. In print mediums, you have an idea of who will see your

ad. For example, you know Femina magazine would be great to target women so you can

promote your new beauty product in this magazine. But when it comes to online venues, how can

you target the right audience when millions are browsing? Solution to this problem is Yahoo!

SmartAds product, an innovative new advertising platform that allows marketers to deliver

tailored ads to highly targeted audiences. SmartAds combines Yahoo!'s consumer insights and

media capabilities with new ad serving technology.It automatically converts campaign creative

and targeted offerings into highly-customized, relevant ad displays. “Yahoo!'sSmartAds gives

marketers what they want from online advertising: the ability to deliver customized marketing

messages to consumers, and still engage very large audiences with their brand," says Todd

Teresi, Yahoo!'s senior vice president of display marketplaces.

Cost savings between Traditional marketing and Internet Marketing:

Scott F. Geld has written the article entitled “Cost savings between Traditional

marketing and Internet Marketing”. Marketing can be defined as 'whatever you do to promote

and grow your business' including market research, advertising, publicity, sales, merchandising

and distribution. With traditional marketing techniques all of these things are delivered in print

format or in person. Internet marketing however, uses the power of online networks and

interactive media to reach your marketing objectives...no paper, no telephone calls, no in person

appearances. Internet marketing can save your time, money and resources. Electronic versions of

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catalogs, brochures, white papers, data sheets etc. don't have to be printed, stored or shipped to

your customers resulting in an enormous savings in printing and storage costs. And what about

manpower (or lady power) costs? It is no longer requires as many people to handle mailing and

distribution of your marketing collateral...more savings.

Online advertising

Peter J. Danaher and Guy W. Mullarkey have published their research article entitled “Factors

Affecting Online Advertising Recall: A Study of Students”. In this research article we examine factors

that might impact on web advertising recall and recognition. These factors include the viewing mode,

duration of page viewing, and web page context factors, including text and page background complexity

and the style of the banner advertisement. Via an experimental design conducted on a student sample, we

manipulate these factors over several levels. The key finding is that the longer a person is exposed to a

web page containing a banner advertisement, the more likely they are to remember that banner

advertisement. We also find that recognition scores are much higher than both unaided and aided recall

scores. Finally, web users in a goal-directed mode are much less likely to recall and recognize banner

advertisements than users who are surfing a site. In addition, a number of personal demographics and site

attitude factors are incorporated. The key finding is that web page exposure duration is a strong

determinant of banner advertisement recall. Stated simply, the longer a person stays on a particular web

page, the more likely they are to remember a banner advertisement on that page. In addition, some

minimum and maximum thresholds are observed. To achieve reasonable advertising recall, some

minimum level of exposure (around 40 seconds) is required. However when a user is in surfing mode,

advertising recognition does not increase appreciably when exposure exceeds 40 seconds. In this article

the Authors has consider only banner advertising , the other methods of web advertising such as pop-up

ads, pop-under ads ,interstitial ads square ads etc. are not considered, which the researcher will consider

for the Ph.D. work.

Neelika Arorahas published research article entitled “Trends in Online Advertising”

in Advertising Express, Dec2004. The global online advertising revenues are expected to touch

US $10bn by 2006. In India, the revenues at present are estimated to be Rs. 80 cr. and are

expected to increase six times more within the next five years. In India, Internet as a medium is

accepted by a wider industrial segment that includes automobiles, telecom, education, banking,

insurance, credit cards, FMCG (Fast Moving Consumer Goods), apparel/clothing, durables,

media, business services and tourism. Out of these, it is estimated that the banking, FMCG

32

andinsurance sectors together account for 45% of the total advertising spend. In comparison to

this, automotive, travel and retail spend 37% of the total advertising revenue and financial

service companies spend 12% only. Some of the top spenders in India are automobiles, followed

by brands like Pepsodent, Kelloggs, Cadbury, HDFC (Housing Development Finance

Corporation Ltd.) loans and Sunsilk. In addition to these the early adopters in the field of finance

and IT are also increasing their spending. Globally, the trend is that almost 60% of the revenue

goes to five firms- Goggle, Yahoo, Microsoft, AOL(America Online Launchers), and Overture.

Approximately, 90% of the Goggle revenues come from advertising. In India, portals like

indiatimes.com, exchange4media.com, rediffmail.com, agencyfaqs.com etc are attracting major

online spender. This article explains demographic profile of Indian users. It also gives the

comparison between global trend and Indian trend, which is useful for my research work.

Shelly Rodgers and Esther Thorson Have published research paper entitled “The

Interactive Advertising Model: How Users Perceive and Process Online Ads”. The authors

provide an integrative processing model of Internet Advertising, which incorporates the

functional and structural schools of thought. The model begins with the functional prospective,

which attempts to identify reasons for Internet use. Since most individuals enter cyberspace with

some goal or agenda, in mind, the authors argue that a model of online processing should begin

with consideration of Internet functions. These functions, according to the authors, operates

conjointly with the user’s mode-ranging from high goal-directed to playful-to influence the types

of ads web users will attend to and process. The authors offer a broad scheme in which to

classify most Internet ads, as well as a number of common features unique to these ads. The

authors conclude by offering a number of hypotheses suggested by the model.

Web ads:

Christian Rohrex and John Boyd have published article entitled “Ads that work on

the Web” in 2004. A Website’s long term success often rests upon its ability to balabce two

fundamental and frequently conflicting needs: the need to sell ad space so that the site makes

money and the need to keep users happy so that they continue to visit site. Sites that effectively

strike this tenuous balance prosper, while those that do not become increasing unpopular, either

with users or with advertisers and shareholders. Further complicating this challenging balancing

act is the fact that the point of equilibrium is often found at different places on different sites at

33

different times. A growing body of research has revealed principles and guidelines that designers

can use to optimize this balance and at times, to create a Web experience in which advertising

and page characteristics actually work together to enhance – or at least not harm – the

userExperience. In this tutorial, we introduce participants to these principles and the research

techniques through which they were developed.

The article “Web ads that work” from Website www.maxpc.co.uk explains which

Software tools can be used to design Web ad.Unlike most other media, an online ad has the

potential to react and interact, with the target market. The target market is young and looking for

fun and excitement. The ‘Bad Surf Butt’ ad uses a homemade, camcorder feel and slapstick

characters to grab the attention of the youth market. Making the banner ad into a simple,

humorous game makes the ad fun to play.

34

1.5 STATEMENT OF THE PROBLEM

E-book publishing is full of problem areas, most of which cannot be addressed through

standardization but can only come about via a sea-change in the behaviour and nature of the

various participants in the e-book industry.

There are, however, several issues that could be addressed, at least partially, via

standardization, that would make everybody’s life easier if implemented.

One of the major issues facing publishers today is the spiralling complexity of dealing

with vendor rendering overrides.

1.6 OBJECTIVE OF THE STUDY

Primary Objective

The main objective to conduct this research is to understand the e-marketing & develop

the better positioning for new product launch i.e. Escroll

Secondary Objective

To study and understand the concept and process of marketing research.

1.7 SCOPE OF THE STUDY

Market research studies the markets, market competition, market trends, etc. It also does

sales forecasting. It estimates the demand for new products. It fixes the sales territories

and sales quotas.

This project scope involves the study of the marketing research on e-book platforms.

It provides me a great opportunity to relate theoretical concepts learnt in my course to the

actual happening in the organization

35

1.8 LIMITATIONS

The study is only confined to marketing research analysis

The study cannot be oriented with all Marketing practices followed by ELVERS TECH

Company because of the paucity of the time requirement.

The sample size is 30.

Time and Cost plays a major role in this study.

Providence of lesser period is a barrier to cultivated huge information.

36

CHAPTER 2

37

2.1 INTEGRATED VIEWS OF ALL FUNCTIONAL AREAS

FUNCTIONS OF HUMAN RESOURCE MANAGEMENT

DEPARTMENT

HRM is an organizational function which focuses on providing appropriate human

resources for the organization. HRM function is concerned with attracting, assessing, motivating,

and retaining the employees the firm needs to run effectively . The value chain of business

companies usually introduces the whole layer of HRM, with the functionality which contains

recruiting, hiring, retention, training, career path development, compensation, benefits

administration, and labor negotiations.

When a company decides to take some strategic actions, the role of HR department is to

find and develop its people who will be able to contribute to the achievement of those strategies.

This is the reason why HR manages the strategy of the organization and links it to the HR

functions of recruitment, selection and development of employees. Recruitment is identifying

and attracting potential employees, is particularly important, as the way in which an organization

goes about this task will affect the type of people it attracts to the organization. HR policies such

as whether to recruit internally or externally, whether to pay higher than the market and the most

appropriate way to advertise all contribute to attracting potential skilled employees.

Job satisfaction has been found to be an important factor in retaining staff (those whom

the organization wants to keep). Retention rates ofemployees have been found to be related to the

retention rates of customers and investors.

The reason why retention of employees, especially in companies which use electronic

infrastructure for their jobs, is becoming more important is that employee turnover is costly and

is on the rise. Employees have different needs and that is the main reason why fixed reward

system does not suit everyone and flexible benefits are becoming more common, where

employees can choose from a range of benefits, such as flexible hours, childcare vouchers,

driving or language lessons, pensions etc.

38

Job dissatisfaction is associated with job design, that is, there is a relationship between

job complexity and job satisfaction (as shown in figure 1). The tedium associated with repetitive,

poorly-skilled jobs leads to frustration and boredom. The redesign of jobs has also been found to

change the way training is undertaken.

Social relationships function is a valuable resource that enables individuals to act as

groups and to undertake complex actions like joint knowledge work. Dissemination of

information through the company based on creation of shared space in which employees can

collaborate helps in transcending the boundaries which have separated the departments and

people in company. Allowing all employees in all levels of the company to have access to

corporate information and to post their idea to all the others, companies dismantle vertical

boundaries, and enable sharing the information and empowering collaboration on projects.

Horizontal boundaries are dismantled, so there is clear conclusion: internet has broken

down the walls within companies. With those processes we find the condensation of company’s

functionality, where middle level management disappears and information systems experts are

finding much more room for their work. Research into the social dimension of inter-firm

relationships today is largely limited to trust issues, and it rarely takes into account cognitive

issues like a shared understanding among individuals. The companies are investing in

relationships with the prospect of deriving collaborative benefits such as trust, commitment and a

shared understanding need time to develop, hence the notion of investing into social relationships

that provide benefits in the long run. Some companies even have higher percent of total costs

spent on these support processes than they spend on the primary processes.

The implementation of information technology has been shown to change the way that

jobs are designed. It has implications for basic skill requirements and work roles. The rise of call

centers over the last few years has led to high levels of employee turnover due to the way jobs

are designed and managed. These types of jobs are characterized by repetitive work, constant

telephone contact with customers and unremitting performance monitoring by supervisors. The

implementation of technology to centralize functions also had the effect of redesigning jobs, as

company staff were no longer able to rely on their local knowledge about their customers.

.

39

FUNCTIONS OF FINANCE AND ACCOUNTS DEPARTMENT

The evolution of Finance is pivotal for any organization to translate its digital vision into

economic value. Our latest research with the MIT Center for Digital Business, a research Centre

established by the MIT Sloan School of Management to focus on the digital economy, indicates

the presence of a ‘Digital Advantage’ for those companies that successfully transform their

business through technological innovation. They demonstrate significantly better financial

performance than their peers, experiencing up to 26% higher profitability1. Many explorations of

digital transformation tend to focus on the front end, leveraging digital technologies to develop

and improve the customer experience and customer service operations. However, to achieve true

digital maturity, digital transformation has to be extended beyond customer facing operations

and into the core supporting functions and underlying operating model. Further, failure to drive

parallel transformation of the back office can risk undermining the improvements to customer

experience delivered through digital transformation of the front end.

40

Leading businesses are meeting an ever increasing appetite from consumers to access

more and transact digitally by expanding their channel portfolio through development of digital

channels. In this more complicated environment the finance function needs to support the

customer experience with robust back office processes and must be able to deliver the insight

required by decision makers to optimize profitability across diverse channels. In parallel with

recent finance drivers, all of this must be achieved without increasing the cost of the finance

function to the business.

Beginners

Management skeptical of the business value of advanced digital technologies

May be carrying out some experiments

Immature digital culture

Fashionistas

Many advanced digital features (such as social, mobile) in silos

No overarching vision

Underdeveloped coordination

Digital culture may exist in silos

Conservatives

Overarching digital vision exists, but may be underdeveloped

Few advanced digital features, but traditional capabilities may be automated

Strong governance across silos

Taking active steps to build digital skills and culture

Digirati

Strong overarching digital vision

Good governance

Many digital initiatives generating business value in measurable ways

Strong digital culture

41

FUCNTIONS OF DIRECTORATE OF MANAGEMENT

The Directorate for Management is responsible for:

budget, appropriations, expenditure of funds, accounting and finance;

procurement; human resources and personnel;

information technology systems;

facilities, property, equipment, and other material resources; and

Identification and tracking of performance measurements relating to the responsibilities of

the Department.  

42

FUNCTIONS OF OPERATIONS MANAGEMENT

The Digital Division Operations Manager is responsible for the smooth running of the

Digital & Creative Division, to ensuring maximum revenue and profit.

  This role is to manage all operational daily activities ranging from the administration

tasks in association with all aspects within the business.

As the Digital Division Operations Manager they,

are able to manage all core issues and resolve them using knowledge of the system and

company structure

Work with HR – Liaising with stakeholders, resolving cross functional issues

Manage team in all operational functions

Development of and continuous improvement of processes and workflow including the

improvement and providing information regarding profitability and efficiently

Work with the Administrator to delivery reconciled digital division reports and to deliver

board reports in consultation with Head of Digital including financial reporting

Work with the teams to resolve all issues including internal work flow, invoicing and client

liaison

43

2.2 RESEARCH METHODOLOGY

Types of research:

Descriptive research

Applied Research

Quantitative Research

Conceptual Research

Analytical Research

Fundamental research

Qualitative Research

Empirical Research

Other Types of Research

Here I have used QUALITATIVE RESEARCH

Qualitative Research

Qualitative research is a type of scientific research. In general terms, scientific research

consists of an investigation that:

• seeks answers to a question

• Systematically uses a predefined set of procedures to answer the question

• collects evidence

• produces findings that were not determined in advance

• produces findings that are applicable beyond the immediate boundaries of the study

Qualitative research shares these characteristics. Additionally, it seeks to understand a

given research problem or topic from the perspectives of the local population it involves.

Qualitative research is especially effective in obtaining culturally specific information about the

values, opinions, behaviors, and social contexts of particular populations

44

Research process:

Research consists of series of actions or steps necessary to effectively carry out Research

and the desired sequencing of the steps

The list of functions or steps consists of research process.

Definition of problem

Statement of research objectives

List of needed information

Design of data collection project

Selecting the sampling unit & sample size

Analyzing the data

Finding & recommendation

45

2.3 METHOD OF ANALYSIS

Methods used in marketing research

Data gathering involves collecting as much information as possible about the market,

usually before any further steps are taken. It relies on desk research and field research. Data is

divided into primary and secondary categories. Primary data are collected in the field. Secondary

data are gathered from all the material that is at present available on the subject, and is always

studied first when doing desk research.

Questionnaires

This is the most popular method of extracting information from people. They are usually

conducted by post, telephone or in person. Questionnaires are easy to administer and easy for

respondents to deal with. They simplify the analysis of results, and can provide surprisingly

detailed information. A useful way of delivering a questionnaire is on-line. One way of doing

this is to ask the public to fill in a questionnaire, which then enables them to register for access to

a website. However, questionnaires are easy to 'cheat' on and a market research agency will

ensure that 'control questions' has been built in to check that the questionnaire has been filed in a

suitable fashion.

Quantitative market research

Relates to methods such as questionnaires, which can be used to gather a lot of

information, but which often use fairly closed responses.

Qualitative market research

Relates to more intensive methods involving small samples such as a focus group who

come together to discuss their feelings about a particular product.

46

DATA COLLECTION

METHODS OF DATA COLLECTION:

The data is collected through the well enclosed questionnaire at the respective

respondents in order to fulfill from random people based on the level of satisfaction the

collection of data represents a perquisite for carrying out a research and can be derived from a

number of different sources. These sources are classified into secondary and primary data.

Primary data:

Primary data is the information collected from the first time quantity of 30 people which

are met indiscriminately and given questionnaire to fill up.

Secondary data:

In a survey, the investigator collects data, particularly in surveys descripted researches.

Importance ones are:

1. Observation method

2. Interview method

3. Through questionnaires

4. Other methods which include

a. Warranty cards

b. Distribution audits

c. Party audits

d. Consumer panels

e. Using mechanical devices

f. Through projective techniques

g. Depth interviews, and

h. Content analysis.

47

In my project I‘ve collected data through questionnaires

In this method, a questionnaire is sent to the personal concerned with a request to answer

the questions and return the questionnaire. A questionnaire consists of a number of questions

printed or typed in a definite order one form or set of forms.

The questionnaire is distributed to respondents who are expected to read and understand

the question and write down the reply in the space meant for the purpose in the questionnaire

itself. The respondents have to answer the questions on their own.

Advantages of questionnaire method:

Questionnaire method provide veracity

It is easy to analyze consumer attributes and opinion

It is less time consuming

Easy to contact large number of respondents

It can be distributed to different places.

SAMPLING

Sample unit:

An employee of the company is a sampling unit.

Sample size:

The sample drawn was 30 respondent chosen from all levels of management.

Sample method:

The researcher has conducted the survey at Elvers Tech.

Tables and chart:

The table and chart are used mainly for the multiple choice question and that of close

ended questions. And this tables and charts are also used to find suggestion and conclusion.

48

Analytical tools:

Percentage analysis is the method which is used for finding the average of collected

information. Percentage analysis can be calculated as follows:

First the number respondents are noted in a tabular from and then the percentage is

calculated by dividing the number of respondents by total number of respondents which is then

multiplied by 100.

No of respondents

Percentage = _______________________ x100

Total no of respondents

Statistical tools adopted:

Simple average method

Bar diagram

Line diagram

Pie diagram

49

CHAPTER 3

50

3.1 ANALYSIS OF DATA

STUDY OF MARKETING RESEARCH ON E-BOOK PLATFORMS

Data Analysis process

Once the necessary data collected, the next task is to aggregate the data in a meaningful

manner. A number of tables are prepared to bring out the main characteristics of the data. The

researcher should have a well thought out framework for processing and analyzing data, and this

should be done prior to the collection. It includes the following activities:

I. Editing

The first task in data processing is the editing. Editing is the process of examining errors and

omissions in the collected data and making necessary corrections in the same.

II. Coding

Coding is necessary to carry out the subsequent operations of tabulating and analyzing data.

If coding is not done, it will not be possible to reduce a large number of heterogeneous data into

meaningful categories with the result that the analysis of data would be weak and ineffective, and

without proper focus.

III. Tabulation

Tabulation comprises sorting of the data into different categories and counting the number of

cases that belong to each category. This is also called universal tabulation. The analysis based on just

one variable is obviously meager. Where two or more variables are involved in tabulation, it is called

vicariate or multivariate tabulation.

IV. Analysis

After the all three above steps, the most important step is analysis of the data.

51

3.2 ANALYSIS PROCESS

1. Age wise category of respondents

Table no: 1

S.no Age of the

respondent

No of the

respondents

Percentage

1 Bellow 25 14 47

2 25-35 6 20

3 35-40 7 23

4 Above 40 3 10

Total 30 100

Chart no: 1

Bellow 25 25-35 35-40 Above 400%5%

10%15%20%25%30%35%40%45%50% 47%

20%23%

Age wise category of respondents

Age wise category of re-spondents

Interpretation

It is observed from the table that 14 respondents are from the group below 25, 6

respondents from the group 25-35, 7 from the group 35-45, and 3 from the group above 40 and

are in the terms of percentage 47%, 20%, 23% and 10%.

52

2. Education Qualification of respondents

Table no: 2

S.no Qualification No of respondents Percentage

1 UG 10 34

2 PG 8 30

3 Professional 12 36

Total 30 100

Chart no: 2

UG PG Professional0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

33%37%

40%

0%

Education & QualificationSeries1

Interpretation

It is observed that 10 respondents are from the group UG, 8 repondants are from the

group PG and 12 from the group Professional and are in the terms of percentage 34%, 30% and

36%.

53

3. Opinion on Usage of the e-book reader

Table no: 3

S.no Particulars No of Respondents Percentage

1 Very Often 13 43

2 Relatively Often 9 30

3 Not Often 6 20

4 Never use it 2 7

TOTAL 30 100

Chart no: 3

Very Often Relatively Often Not Often Never Use Them0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

43%

30%

20%

7%

Usage of E-book Readers

Usage of Ebook Readers

Interpretation

Out of 30 respondents, 13 respondentsuses it very often. 9 respondents’ uses it relatively often, 6 respondents uses it not very often and 2 respondents never use it and are in the percentage of 40%, 20%, 30% and 7%.

54

4. Opinion on Usage of e-book reader each time

Table no: 4

S.no Particulars No of Respondent Percentage

1 Under 30 minutes 4 13

2 Between 30 to 60

minutes

5 17

3 More than 60

minutes

9 30

4 it depends 12 40

TOTAL 30 100

Chart no: 4

Under 30 minutes

30 to 60 minutes

More than 60 minutes

It depends0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

13%

17%

30%

40%

Usage of E-book Reader each time

Usage of Ebook Reader each time

Interpretation:

55

Out of 30 respondents, 4 respondents uses it under 30 minutes, 5 respondents uses

it between 30 to 60 respondents, 9 respondents uses it above 60 minutes and 12

respondents says it depends.

5. Opinion on The Place of usage of e-book reader

Table no: 5

S.no Particulars No of Respondents Percentage

1 At Home 15 50

2 At Office 3 10

3 At Public Places 5 17

4 On the move 7 23

Total 30 100

Chart no: 5

At Home At Office At Public Places On the move0%

10%

20%

30%

40%

50%

60%

50%

10%

17%

23%

The Place of usage of e-book reader

1. The Place of usage of ebook reader

Interpretation

56

Out of 30 respondents 50% chosen the group at home, 23% on the move, 10% at

office and 17% at public places.

6. Opinion about usage of e-book reader

Table no: 6

S.no Particulars No of respondents Percentage

1 Very satisfied 17 56.67

2 Satisfied to some

extent

10 33.33

3 Not satisfied at all 3 10

Total 30 100

Chart no: 6

Very satisfied Satisfied to some extent Not satisfied at all0

10

20

30

40

50

60 56.67

33.33

10

Opinion about usage of e-book reader

Series1

Interpretation

Out of 30 respondents 57% are very satisfied, 33% are satisfied to some extent

10% are not satisfied at all.

57

7. Opinion on the Helpfulness of E-book Readers in studies

Table no: 7

S.no Particulars No of Respondents Percentage

1 Very helpful 7 23

2 Helpful to some

extent

11 37

3 It doesn’t make any

difference

8 27

4 Not helpful at all 4 13

Total 30 100

Chart no: 7

Very help

ful

Helpful to

some e

xtent

It does

not mak

e any d

ifference

Not help

ful at a

ll0%5%

10%15%20%25%30%35%40%

23%

37%

27%

13%

The helpfulness of e-book reader in studies

The helpfulness of ebook reader in studies

58

Interpretation

From the above chart,23% repondants found it very helpful, 37% found it helpful to some

extent, 27% found it doesnot make any difference and 13% found it is not helpful at all.

8. Opinion on E-book reader changed the way that you study

Table no: 8

S.no Particulars No of respondents Percentage

1 Yes 19 63%

2 No 11 37%

TOTAL 30 100

Chart no: 8

Yes No0%

10%

20%

30%

40%

50%

60%

70%63%

37%

E-book Reader changed the way that you study

Ebook Reader changed the way that you study

Interpretation

59

From the above chart it can be seen that 63% of respondents say that e-book

reader changed the way the study while 37% replies negatively.

9. The e-book readers are used for various purposes

Table no: 9

S.no Particulars No of respondents Percentage

1 Novels 14 47

2 Course related

material

5 17

3 Material to support

my study from other

sources

3 10

4 Documents created

by myself

4 12

5 Audio material other

than the podcasts

2 7

6 Pictures and photos 2 7

7 Others 0 0

Total 30 100

60

Chart no: 9

0%10%20%30%40%50% 47%

17%10% 12%

7% 7%

The e-book readers are used for various purposes

The ebook readers are used for various purposes

Interpretation

The above chart shows that the majority of the respondents have chosen to read novels using

e-book reader and least chosen for audio material, pictures and photos.

61

10. Opinion on Satisfaction on e-book reader

`

Table no: 10

S.no Particulars No of respondents Percentage

1 Very satisfied 17 57

2 Satisfied to some

extent

9 30

3 Not satisfied at all 4 13

Total 30 100

Chart no: 10

62

Very satisfied Satisfied to some extent Not satisfied at all0%

10%

20%

30%

40%

50%

60% 57%

30%

13%

SATISFACTION ON USING E-BOOK READER

SATISFACTION ON USING EBOOK READER

Interpretation

From the above chart, it is said that 57% of the respondents are satisfied with the e-book

reader, 30% are satisfied to some extent and 13% are not at all satisfied.

CHI SQUARE TEST

HYPOTHESIS

H0 : There is significance between the usage and satisfaction level of e-book

H1 : There is no significance between the usage and satisfaction level of e-book

Row (r) = 2

63

FACTORS VERY SATISFIED

SATISFIED TO SOME EXTENT

NOT AT ALL SATISFIED

TOTAL

OPINION ON USAGE OF E-BOOK

17 10 3 30

OVERALL SATISFACTION 17 9 4 30TOTAL 34 19 7 60

Column (c) = 3

Degree of freedom = (r-1) (c-1)

= (2-1) (3-1)

=1*2

=2

Level of significance = 5%

Where Oi is the rating that each factor got.

Ei = row total * column total / extreme total

Oi Ei Oi-Ei (Oi-Ei)2/Ei

17 17 0 0

17 17 0 010 9.5 .5 0.659 9.5 -.5 0.653 3.5 -.5 1.754 3.5 .5 1.75

Total 4.86

Calculated value = 4.86

Degree of freedom is 2, and the table value is 5.991

Hence H0 is accepted

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CHAPTER 4

65

4.1 FINDINGS

Most of the Respondents are being in the age group of below 25.

Most of the Respondents are Professional.

It has been found that e-book is read often by the respondents.

Many Respondents say that their usage of e-book readers is more than 60 minutes.

E-book readers are used at home usually.

Many Respondants are satisfied by the use of the e-book reader.

Most of the Respondents say that e-book reader is helpful to studies to sme extent.

Most of the Respondents feel very satisfied with thee-book reader.

4.1 SUGGESTIONS

After conducting the study on Marketing Research on e-book readers at ELVERS TECH,

I have identified some facts based on questionnaire. This may help the company to increase the

satisfaction level of the customers who use their products...

The key points to success are:

Portability

Chunks and Alternative Content

Reasonable price

The product developed by the company was also analyzed in short and the suggestions

are given below:

The quality of the product should be increased.

The marketing method of publishing the product must be more effective.

The technically problems the users face should be fixed as early as possible.

Customer awareness should be created.

Effectively prescribed information about the product should reach the public.

4.3 CONCLUSION

66

The study shows the importance and the use of e-books in today’s digital world. E-book plays a vital role among the people of all categories.

As far as the researcher has studied, there is a positive note on the use of e-book reader which is helpful for the organization to move a step ahead to improve their product. Since Elvers Tech is a startup company there is a still long way for the company to go to hit the market share in high levels.

I hope my research on e-book platforms would be helpful for the organization to make decisions in various factors of the company and to improve their way of working on the product.

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CHAPTER 5

68

5.1 BIBLIOGRAPHY

WEBSITES

www.elverstech.com

en.wikipedia.org

www.google.com/insights/consumersurveys

REFERENCE BOOKS

Marketing Management, Philip Kotler 14th Edition

Research Methodology, C. R. Kothari Second Edition

69

5.3 Marketing Research (Sample Questionnaire)

Questionnaire on Marketing Research on E-book Platforms

1. Name of the person: ______________________________________

2. Age:

o Bellow 25

o 26 to 30

o 31 to 35

o 36 to40

o Above 50

3. Educational Qualification:

4. How often do you use the e-book reader?

o Very often (i.e. most days)

o Relatively often (i.e. a couple of times a week)

o Not often (i.e. a few times a month at the most)

o Never use it

5. How long do you use the e-book reader each time?

o Under 30 minutes

o Between 30 to 60 minutes

o More than 60 minutes

o It depends

6. Where do you usually use the e-book reader? (You can choose more than one answer)

o At home

o At office

o At public places (i.e. the library, Café)

o On the move (i.e. train, bus, plane)

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7. To what extent do you find the e-book reader easy to use?

o Very satisfied

o Satisfied to some extent

o Not satisfied at all

9. How helpful do you find the e-book reader in your studies?

o Very helpful

o Helpful to some extent

o It doesn’t make any difference

o Not helpful at all

10. Has the e-book reader changed the way that you study?

o Yes

o No

11. Can you tell us what else you use the e-book reader for? (You may choose more than one

answer)

o Novels

o Course related material (i.e. journal articles)

o Material to support my study from other sources (i.e. the internet)

o Documents created by myself

o Audio material other than the podcasts

o Pictures and photos

o Others

12. Please rate your overall satisfaction with the e-book reader.

o Very satisfied

o Satisfied to some extent

o Not satisfied at all

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