To study the perception towards Facebook Marketing in Surat city

A
SUMMER INTERNSHIP PROJECT
ON
“TO STUDY THE PERCEPTION TOWARDS FACEBOOK MARKETING IN SURAT CITY”
Submitted to
S.R. LUTHRA INSTITUTE OF MANAGEMENT
IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
In
Gujarat Technological University
UNDER 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 – 750/805
MBA PROGRAMME
Affiliated to Gujarat Technological University
Ahmedabad
July, 2016

Perception Process of Perception
1. Sensation
2. Selection
3. Organization
4. 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 websites
2. Mobile Phones

7 different ways to use Facebook
marketing
1. Making the Facebook Page
2. 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

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

 Economic
best 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))

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

f. Major Players
1. We are Social
2. E-DOLOGIC
3. ALTIMETER GROUP
4. LiVEWORLD
5. Salesforce (Radian & Buddy Media)
6. IZEA
7. Headshift
8. MULLEN
9. 1000 HEADS
10. Ignite Social Media
11. 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

U&I Brand Solutions
a. 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

c. Departments
1. Accounting department
2. Operations and Management department
3. Marketing department
4. Designing department
d. SWOT
Strengths
 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
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

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.

a. Problem statement
b. Research Objectives
c. Research design
I. Type of design
II. Sampling, frame and sample size
III. Data collection
IV. Tools for study
V. Limitations of the study

Respondents Profile
47%
53%
1. Gender
Male
30%
68%
1%
1%
2. Marital status
Married
Unmarried
Widow
Divorcee

59%
26%
12%3%
3. Age group (in years)
18-25
26-35
36-45
46-60
34%
26%
36%
4%
4. Educational level
HSC or
below
Graduate
Post
graduate
Doctorate
58%
34%
3%
5%
5. Occupation
Student
Salaried
Housewife
Self-
employed

Statements
1% 4.5%
25%
50.5%
19%
0
20
40
60
80
100
120
Strongly
Disagree
Disagree Nuetral Agree Strongly
Agree
1. Facebook Marketing is informative.
18%
37.5%
30.5%
12%
2%
0
10
20
30
40
50
60
70
80
Strongly
Disagree
Agree
2. Reading Facebook Marketing is waste
of time.

3.5% 5%
18.5%
52.5%
20.5%
0
20
40
60
80
100
120
Strongly
Disagree
Agree
3. Facebook Marketing is attractive and
creative.
25%
30%
29%
8.5%
7.5%
0
10
20
30
40
50
60
70
Strongly
Disagree
Agree
4. Facebook Marketing irritates me.
18%
35%
27.5%
15.5%
4%
0
10
20
30
40
50
60
70
80
Strongly
Disagree
Agree
5. I can rely blindly on Facebook
Marketing.
10%
36% 37%
10.5%
6.5%
0
10
20
30
40
50
60
70
80
Strongly
Disagree
Agree
6. Facebook Marketing is annoying.

13.5%
28.5%
40.5%
13.5%
4%
0
20
40
60
80
100
Strongly
Disagree
Agree
7. Facebook Marketing is misleading.
2.5%
6%
29.5%
44.5%
17.5%
0
20
40
60
80
100
Strongly
Disagree
Agree
8. Facebook Marketing is more
interesting than traditional marketing.
7%
17.5%
26.5%
39.5%
9.5%
0
20
40
60
80
100
Strongly
Disagree
Agree
9. Facebook Marketing affects my
purchasing decision of any
product/service.
5.5%
13.5%
31.5%
34%
15.5%
0
10
20
30
40
50
60
70
80
Strongly
Disagree
Agree
interactive than traditional marketing.

8% 10%
21.5%
43.5%
17%
0
20
40
60
80
100
Strongly
Disagree
Agree
informative than traditional marketing.
6.5%
20%
33.5%
27%
13%
0
10
20
30
40
50
60
70
80
Strongly
Disagree
Agree
12. Overall watching Facebook
Marketing is important to me.
4.5%
17%
31%
33%
14.5%
0
10
20
30
40
50
60
70
Strongly
Disagree
Agree
13. Facebook Marketing is convenient
since I can browse products easily.
7.5%
14%
29.5%
33.5%
15.5%
0
10
20
30
40
50
60
70
80
Strongly
Disagree
Agree
14. Facebook Marketing helps to find
products unfamiliar before.

2%
8.5%
24.5%
41.5%
23.5%
0
20
40
60
80
100
Strongly
Disagree
Agree
15. Facebook marketing is
interesting.
5.5%
9.5%
38.5%
25.5%
21%
0
20
40
60
80
100
Strongly
Disagree
Agree
16. Facebook Marketing facilitates a
large array of products.
25%
45.5%
19%
8%
2.5%
0
20
40
60
80
100
Strongly
Disagree
Agree
17. Facebook Marketing is not useful.
2%
7.5%
38% 38.5%
14%
0
10
20
30
40
50
60
70
80
90
Strongly
Disagree
Agree
18. Facebook Marketing is
functional and practical.

1%
9%
28%
42%
20%
0
20
40
60
80
100
Strongly
Disagree
Agree
19. Facebook Marketing is fun.
5.5%
8.5%
27.5%
43.5%
15%
0
20
40
60
80
100
Strongly
Disagree
Agree
20. I enjoy viewing Facebook Marketing.
4.5%
12%
34.5%
31.5%
17.5%
0
10
20
30
40
50
60
70
80
Strongly
Disagree
Agree
21. Facebook Marketing is more eye
catchy than other media.
5.5%
8%
33%
36.5%
17%
0
10
20
30
40
50
60
70
80
Strongly
Disagree
Agree
22. Facebook Marketing is easier to
recall brands than on other media.

6%
18.5%
39.5%
25.5%
10.5%
0
10
20
30
40
50
60
70
80
90
Strongly
Disagree
Agree
23. Facebook Marketing is trustworthy.
5%
14.5%
45.5%
35%
0
20
40
60
80
100
Less than 1
year
1-2 year 3-5 years More than 5
years
24. Since how many years do you use
Facebook?

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.
Frustrating
Facebook Marketing is misleading.
Reading Facebook Marketing is waste of time.
5. Facebook Marketing is functional and practical. Efficient
6.
Facebook Marketing is not useful.
Worthy
Facebook Marketing irritates me.

Reliability statistics
Cronbach's Alpha
Cronbach's Alpha Based on
Standardized Items N of Items
0.736 0.738 23

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 Tot
alStudent Salaried Housew
ife
Self-
employ
ed
Facebook
Marketing is
misleading.
Strongly
Disagree
9 14 0 4 27
Disagree 34 20 1 2 57
Neutral 46 29 3 3 81
Agree 22 3 1 1 27
Strongly
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) Tota
l18-25 26-35 36-45 46-
60
Facebook
Marketing
affects my
purchasing
decision of any
product/servic
e.
Strongly
Disagree
10 3 1 0 14
Disagree 23 7 3 2 35
Neutral 34 15 2 2 53
Agree 44 22 12 1 79
Strongly Agree 8 6 5 0 19
Total 119 53 23 5 200
Value df Asymptotic
Significance
(2-sided)

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 level
HSC or
below
Graduat
e
I can rely blindly on Facebook
Marketing.
Strongly
Disagree
12 9
Disagree 34 9
Neutral 16 21
Agree 6 11
Strongly
Agree
1 2
Total 69 52
Value df
Asymptotic
Significance
(2-sided)

 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.

 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.

 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.

To study the perception towards Facebook Marketing in Surat city

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