A STUDY ON AWARENESS, SATISFACTION AND OPINION TOWARDS …

A STUDY ON AWARENESS, SATISFACTION AND OPINION TOWARDS

DIGITAL BRANDING AMONG RETAIL SHOPS IN PANDEMIC

SITUATION

Dr. D. Kiruthika

1, Associate Professor, Department of Commerce,

Dr. V. Punitha2, Associate Professor, PG & Research Department of Commerce,

CMS College of Science and Commerce, Coimbatore.

ABSTRACT

Talk about a change in landscape! What we have seen change with the pandemic is

unprecedented and it is enough to alter life going forward. All aspects of living, work and doing

business has been forced to change. Shops of big brands saw their worst with the lockdown in

place. From people fearful to come out of their homes to strict laws enforced to keep people at

home and regular market places shut to prevent the spread of the virus. The need for many things

before the pandemic are no longer needed or relevant. Like clothes, jewellery, home appliances,

party supplies and exotic vacations. So how are people’s needs and wants shaped in a pandemic,

when spending on frivolities is the last thing on the mind? On the business end, there was a

sudden scramble to redefine the market space for items that were no longer relevant in a long

stretched season of pandemic. How will you brand and market designer shoes when no one is

going out? How do you get the customer to still shop with you when they don’t come to the shop

anymore? Many are the questions that bombarded the businesses this pandemic. For items that

still have relevance in the market, sellers have turned to the digital platform to sell their products.

This is where digital branding comes in. It is the finding of a market by putting oneself on online

platforms. To find out the digital branding success in the pandemic 147 businesses were surveyed

for the changes they had done to go online. The study is structured to give an overall view of the

success of digital campaigning and the awareness and satisfaction among the customers.

Keywords:Digital branding, Digital branding awareness, Digital Branding satisfaction, Digital

branding retail shops, retail shops pandemic situation.

1. INTRODUCTION

With disruption of such a magnitude, life as we know it has changed with regard to shopping and

buying things from a store or online. Brand as we know is fickle one day it means promise of

great things to come and the next day they are out of business. Businesses that have survived the

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Volume 8, Issue 8, 2020

many cycles of growth and recession to this day earn the respect of its customers to be able to

bounce back and innovate themselves in hard times. In a good market brands pop up and vanish

all the time. It is like the survival of the fittest in the market. Some products lose their fancy the

moment they are on the shelves while others hold a steadier grip for a few seasons. The success

of a brand is in its foundation of strategizing. We can have a good product in hand and yet have

no strategy to make proper roadway for the product to reach the customer. With more tech savvy

businesses using the online platform to make their presence known, the question is do they see it

as a necessary thing?

The increase in the use of smart phones and personal devices means more access to the potential

customer. And it is only natural to want to have a piece of the market for one’s business. With

such a scope in the openness of the market, the next step is to have strategy that will catapult your

brand higher in the sea of brands out on the World Wide Web. A good brand presence will

translate to customer correctly perceiving the product, advertisement reaching the target

customers and the product appearing in the right search category. With the advent of online

shopping, retail brick and mortar shops and brands are declining rapidly. This is because of the

rapidly changing markets and needs of the customers. They see shopping online easier than going

to a physical shop and wasting time. Even small businesses are creating their presence online

with moving their sales to WhatsApp and Facebook to reach a wider customer base. The options

are limitless as the horizon to grow into is limitless and yet the risk of getting lost in the vastness

of the online stores and brands are great. No change is pleasant for the moment yet when it is

embraced with positivity the benefits can be quite rewarding.

1.2 STATEMENT OF PROBLEM

For many businesses the move to digital branding is a new one. A forced change of medium of

selling, branding and marketing. Overnight the pandemic stole their usual way of doing business.

The loss to the business has been quite devastating. How do they find their customer base when

there is no footfall into the stores? The burning question is can digital retailing and branding be

the solution that these businesses need? It isn’t an entirely new thing many businesses have

moved to an online platform and found their migration a success. In the study we will tackle how

digital branding worked for those surveyed and what were the challenges that they faced. It’s all

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good when we see one side of it but the other side is how are customers made aware of the

products and drawn in to buy? Was the purchase from such portals satisfying and useful?

1.3 OBJECTIVES OF THE STUDY

1. To study the level of awareness towards multi-channel medium for digital branding.

2. To know the level of opinion towards the various medium of Digital branding.

3. To ascertain the level of importance among various interactive in-store advertising.

4. To identify the level of benefits among various factors belongs to interactive in-

storeadvertising.

5. To analyze the level of satisfaction towards the various multi-channel medium used for

Digital Branding.

1.4 REVIEW OF LITERATURE

• Rizwan Raheem Ahmed et al, (2015)1the researchers set out to find how the use of

digital branding has helped businesses grow in their reach to new customers and increase their

income in the city of Karachi in Pakistan. The focus is to find how the move to new media

platforms have benefited the conventional businesses that made the shift to digital marketing. The

reach of these platforms are very large and the need that the researchers felt was the need of the

hour is right strategizing plan. It can be a waste of resources and time if the right strategy is not

employed for the business. In Karachi, the signs were very promising that the move of big brands

to the online platform has done them good as they have managed to make a connection with

customers online.

• Tanya Sammut-Bonnici, (2015)2 the uniqueness to brand is that it makes a company, a

product or service stand apart from the rest of the businesses around. A tangible way for the

customer to correctly link a product to a company. Why is it so important one may ask? Because

it’s the uniqueness the sets apart from the rest. Established brands are able to better control their

pricing and not have to cut even on a low margin. Because of the brand trust of the customers

these brands have an edge over competitors as their brand loyalty from customers are more and

stable than the rest. The focal point of a brand is the ability to build association to a product at the

same time distinguish it from the brands. The future of branding is to focus on strategy to be able

to assess their brand effectiveness on deeper constructs than just customer perception. This will

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help the branding process evolve to a more stable place than the flimsy perception based

assessment.

• Yi Zhang, (2015)3 the idea of understanding brand can be a fluid proposal. Why so?

Because brand is a construct that is understood differently by businesses and its customer. The

traditional approach is to assess the success of a business by the brand loyalty it enjoys and all

successes to the company is attributed to the brand. But the focus of this study is to review

current and past research papers and find how brand is assessed and also at the same time to find

the shortcomings of this approach of assessing brand success only from the perspective of the

customer. The researcher at the end of the study outlined a few suggestions for future study like

the concept of brand emotion that is how the brand makes them feel and respond accordingly.

This is a new concept that can be tested across different businesses.

• Deepak Verma and Madhu Bala, (2018)4 the study covers the rise in digital marketing

in India. The world is more connected now than ever and so why should marketing be left to

traditional mediums and old ways. Since there is a smart phone in everyone’s hand and are

connected to Facebook and WhatsApp these become easier target areas for advertising and brand

marketing. The paper has reviewed other journals, research papers and articles to study the

benefits of digital marketing. There are many ways that marketing is done these days as more

people are searching for their needs and shopping online. There is a mass shift in the landscape of

retail shopping, banking and service industry. The study concludes on a positive note to say that

digital branding is the way to move forward with regard to branding and marketing.

• P.Sathya, (2015)5 the study sought to understand the role and benefits of digital

marketing and its influence on the customer’s purchasing influence. For the study, 100

respondents and the sales figures of the company was taken to measure the impact on the

customer’s buying influence. Some of the benefits seen is that digital marketing is inexpensive

but the reach is much greater than traditional marketing. The mediums for marketing and

advertisement are far more in number than then ordinary ones. The researcher had concluded

with some suggestions in the way of finding a way to collect data from the customer on viewing

the advertisement, this would be excellent way to gather information on customer preference and

keep it at the foremost when designing product or a marketing strategy.

2. RESEARCH METHODOLOGY

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The present research centers on the adequacy of the awareness, satisfaction and opinion

towards digital branding among retail shops. The reasoning that is utilized in this research is

realism. The specialist gathers and investigations information utilizing adequate learning to

answer the examination question, so the exploration is more disposed towards realism.

2.1 RESEARCH DESIGN

The type of research chosen for the study is descriptive research. In descriptive research,

various parameters will be chosen and analyze the variations between these parameters. This was

done with an objective to find out theawareness, satisfaction and opinion towards digital branding

among retail shops in Pandemic situation.

2.2 DATA SOURCES

The data collected for the study is mainly through the distribution of a questionnaire; to

be precise the data collected for thestudy was both primary and secondary sources.

2.3 PRIMARY DATA

Primary data is the information collected for the first time; there are several methods in

which the data complies. In this project, it was obtained by questionnaires. The data were

collected through an online survey using ‘Google form’ and sent to study participants through

WhatsApp and E-mail. Participants were provided full consent before participation in the online

survey.

2.4 SECONDARY DATA

Secondary data needed for conducting research work were collected from websites, library

and search engines.

2.5 RESEARCH INSTRUMENT:

In this study, the primary data was collected by a survey technique. In this, we distributed

the questionnaires to the respondents. The researcher structured the questionnaire in the form of

Close-Ended Questions.

2.6 SAMPLING DESIGN:

Sampling design is to clearly define set of objective, technically called the universe to be

studied. Sampling technique used is a Convenience Sampling Method.

2.7 SAMPLE SIZE:

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This refers to the number of items to be selected from the universe to constitute a sample.

The sample size for this study was taken as 147.

3. DATA ANALYSIS AND INTERPRETATION

I.SIMPLE PERCENTAGE ANALYSIS

TABLE 1: LOCALITY OF BUSINESS

Locality of Business No. of Respondents Percent

Rural 37 25.2

Urban 51 34.7

Semi-Rural 42 28.6

Semi-Urban 17 11.6

Total 147 100.0

Source: Primary Data

INTERPRETATION:The above Table No: 1 depicts that, out of 147 respondents, 25.2% of the

respondents’ locality of business is ‘Rural’ whereas 34.7% of the respondents’ locality’ of

business is ‘Urban’, 28.6% of the respondents’ locality of business is ‘Semi-Rural’ and the

remaining 11.6% of the respondents’ locality of business is ‘Semi-Urban’.

TABLE 2 :RETAIL SHOPS BELONG TO

Retail Shops belong to No. of Respondents Percent

Speciality store 10 6.8

Department store 19 12.9

Supermarkets 19 12.9

Convenience store 18 12.2

Discount store 14 9.5

Factory outlets 14 9.5

Independent off-price retailer 14 9.5

Warehouse clubs 9 6.1

Superstore 9 6.1

Hyper Markets 5 3.4

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Catalogue showroom 5 3.4

Others 11 7.5

Total 147 100.0


INTERPRETATION:The above Table No: 2 depicts that, out of 147 respondents, 12.9% of the

respondents’ retail shops belong to ‘Departmental Store’ and the same level of respondents’ retail

shops belongs to ‘Supermarkets’, 12.2% of the respondents’ retail shops belongs to ‘Convenience

Store’, 9.5% of the respondents’ retail shops belongs to ‘Discount Store’ and the same level of

respondents’ falls under ‘Factory outlets’, ‘Independent off-price retailer’ and the least 3.4% of

the respondents’ retail shops belongs to ‘Hyper Markets’ and the same 3.4% of the respondents’

retail shops belongs to ‘Catalogue showroom’.

TABLE 3: LEVEL OF OPINION ABOUT AVERAGE SALES VOLUME PER DAY IN

THE PRESENT PANDEMIC PERIOD COMPARES TO THE PRE-PANDEMIC PERIOD

Average Sales level No. of Respondents Percent

Very High 10 6.8

High 14 9.5

Neutral 7 4.8

Low 36 24.5

Very Low 80 54.4

Total 147 100.0


INTERPRETATION:The above Table No: 3 portrays that, out of 147 respondents, 6.8 % of the

respondents retail shops’ average sales level is ‘Very High’ in the present pandemic period

compares to the pre-pandemic period whereas 9.5% of the respondents stated ‘High’, 4.8% of the

respondents stated ‘Neutral’, 24.5% of the respondents stated ‘Low’ and the remaining majority

54.4% of the respondents stated ‘Very Low’.

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TABLE 4 : SOURCE WHICH HIGHLY INFLUENCES DIGITAL BRANDING

Sources of Medium No. of Respondents Percent

Digital ads 40 27.2

Friends/Relations 15 10.2

Business Networks 24 16.3

Television ads 24 16.3

Articles / Newspapers 14 9.5

Self 26 17.7

Others 4 2.7

Total 147 100.0


INTERPRETATION:The above Table No: 4 reveals that, out of 147 respondents, 27.2% of the

respondents are highly influenced by ‘Digital Ads’ for Digital Branding whereas 10.2% of the

respondents are highly influenced by ‘Friends/Relations’, 16.3% of the respondents are highly

influenced by ‘Business networks’ and the same level 16.3% of the respondents are highly

influenced by ‘Television Ads’, 9.5% of the respondents are highly influenced by

‘Articles/Newspapers’, 17.7% of the respondents are highly influenced by ‘Self’ and the

remaining 2.7% of the respondents are highly influenced by ‘Others’.

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TABLE 5: LEVEL OF AWARENESS TOWARDS THE MULTI-CHANNEL MEDIUM

FOR DIGITAL BRANDING

Descriptive Statistics

Multi-Channel Medium N Minimum Maximum Mean Std. Deviation

New media marketing 147 1.00 5.00 2.7279 1.06345

Cross-media marketing 147 1.00 5.00 2.5238 1.43981

Retail media 147 1.00 5.00 2.8707 1.24015

Affiliate marketing 147 1.00 5.00 2.8231 1.20331

Display advertising 147 1.00 5.00 3.3810 1.50038

Email marketing 147 1.00 5.00 2.6599 1.24690

Search marketing 147 1.00 5.00 3.0000 1.10416

Social Media 147 1.00 5.00 3.1633 1.31400

Social Networking 147 1.00 5.00 2.6667 1.11240

Online PR 147 1.00 5.00 2.2653 1.44926

Game advertising 147 1.00 5.00 2.5374 .80471

SMS Marketing 147 1.00 5.00 3.1497 1.37170

Video advertising 147 1.00 5.00 2.4286 .81088

Valid N (list wise) 147


INTERPRETATION: The above table 5 elaborates the level of awareness towards the multi-

channel medium for digital branding whichare ranked from 1 to 13. ‘Display advertising’ has

taken the first stance with a mean value of 3.381 whereas ‘Social Media’ stood at second with a

mean value of 3.1633, ‘SMS Marketing’ stood at third with a mean value of 3.1497, ‘Search

marketing’ stood at fourth with a mean value of 3.00, ‘Retail media’ stood at fifth with a mean

value of 2.8707, ‘Affiliate marketing’ stood at sixth with a mean value of 2.8231, ‘New media

marketing’ stood at seventh with a mean value of 2.7279, ‘Social Networking’ stood at eighth

with a mean value of 2.6667, ‘Email marketing’ stood at ninth with a mean value of 2.6599,

‘Game advertising’ stood at tenth with a mean value of 2.5374, ‘Cross-media marketing’ stood at

eleventh with a mean value of 2.5238, ‘Video advertising’ stood at twelfth with a mean value of

2.4286and ‘Online PR’ stood at Thirteenth with a mean value of 2.2653.

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TABLE 6: MEAN RANKING ACCORDING TO THE IMPORTANCE TOWARDS

INTEGRAL PART OF DIGITAL BRANDING


Factors N Minimum Maximum Mean Std. Deviation

Website 147 1.00 8.00 4.9048 2.29452

Logo 147 1.00 8.00 4.2109 2.19972

Brand Message 147 1.00 8.00 4.6190 2.27052

SEO 147 1.00 8.00 4.3673 2.33813

Social Media 147 1.00 8.00 4.8435 2.17300

Online Advertising 147 1.00 8.00 4.6667 2.41097

Content Marketing 147 1.00 8.00 4.2517 2.31091

Influencer Marketing 147 1.00 8.00 4.1361 2.25023

Valid N (list wise) 147


INTERPRETATION: The above table 6 expounds the mean ranking according to the

importance towards integral part of digital branding whichare ranked from 1 to 8. ‘Website’ has

taken the first stance with a mean value of 4.9048 whereas ‘Social Media’ stood at second with a

mean value of 4.8435, ‘Online Advertising’ stood at third with a mean value of 4.6667, ‘Brand

Message’ stood at fourth with a mean value of 4.6190, ‘SEO’ stood at fifth with a mean value of

4.3673, ‘Content Marketing’ stood at sixth with a mean value of 4.2517, ‘Logo’ stood at seventh

with a mean value of 4.2109 and ‘Influencer Marketing’ stood at Eighth with a mean value of

4.1361.

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TABLE 7 : LEVEL OF IMPORTANCE NEEDED FOR INTERACTIVE IN-STORE

ADVERTISING



Digital wait-boards 147 1.00 5.00 2.4354 1.55303

Digital menu boards 147 1.00 5.00 3.1429 1.50797

Video walls 147 1.00 5.00 2.7755 1.04551

Interactive kiosks 147 1.00 5.00 3.0136 1.28205

Wayfinding screens 147 1.00 5.00 2.8707 1.04863

Personal devices 147 1.00 4.00 2.4150 1.07170

Valid N (listwise) 147


INTERPRETATION: The above table 7 illustrates the level of importance needed for

interactive in-store advertising whichare ranked from 1 to 6. ‘Digital menu boards’ has taken the

first stance with a mean value of 3.1429 whereas ‘Interactive kiosks’ stood at second with a mean

value of 3.0136, ‘Wayfinding screens’ stood at third with a mean value of 2.8707, ‘Video walls’

stood at fourth with a mean value of 2.7755, ‘Digital wait-boards’ stood at fifth with a mean

value of 2.4354 and ‘Personal devices’ stood at sixth with a mean value of 2.415.

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TABLE 8:LEVEL OF BENEFITS ATTAINED THROUGH INTERACTIVE IN-STORE

ADVERTISING



Encourages impulse buys 147 1.00 5.00 2.6463 .96374

Introduces new products 147 2.00 5.00 1.6735 1.09271

Promotes sales 147 1.00 5.00 3.0136 1.28205

Supports cross-promotions 147 1.00 5.00 2.8231 1.29647

Informs customers for

purchasing decisions 147 1.00 5.00 3.4422 1.37058

Reminds customers about

information and promotions 147 1.00 4.00 3.5034 1.52771

Captures customer contact

information by encouraging

shoppers

147 1.00 5.00 2.3197 .98611



INTERPRETATION: The above table 8 illustrates the level of benefits attained through

interactive in-store advertising whichare ranked from 1 to 7. ‘Reminds customers about

information and promotions’ has taken the first stance with a mean value of 3.5034 whereas

‘Informs customers for purchasing decisions’ stood at second with a mean value of 3.4422,

‘Promotes sales’ stood at third with a mean value of 3.0136, ‘Supports cross-promotions’ stood at

fourth with a mean value of 2.8231, ‘Encourages impulse buys’ stood at fifth with a mean value

of 2.6463, ‘Captures customer contact information by encouraging shoppers‘ stood at sixth with

a mean value of 2.3197 and ‘Introduces new products’ stood at seventh with a mean value of

1.6735.

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TABLE 9: LEVEL OF IMPORTANCE GIVEN FOR INTERACTIVE IN-STORE

ADVERTISING



Store Layout 147 1.00 10.00 5.3946 2.81035

In-store Themes 147 1.00 10.00 5.5442 3.00737

Product Displays 147 1.00 10.00 5.8571 2.84773

Live Product

Demonstrations 147 1.00 10.00 5.3469 2.85411

Digital Signs 147 1.00 10.00 5.3878 2.99417

Digital Menu Boards 147 1.00 10.00 5.7007 2.95958

Interactive Screens 147 1.00 10.00 5.5374 2.79988

Shopping Carts 147 1.00 10.00 5.4422 2.78235

Overhead Messaging 147 1.00 10.00 5.2313 2.91916

In-store Beacons 147 1.00 10.00 5.5578 2.78235



INTERPRETATION: The above table 9illustrates the level of importance given for interactive

in-store advertisingwhichare ranked from 1 to 10. ‘Product Displays’ has taken the first stance

with a mean value of 5.8571 whereas ‘Digital Menu Boards’ stood at second with a mean value

of 5.7007, ‘In-store Beacons’ stood at third with a mean value of 5.5578, ‘In-store Themes’ stood

at fourth with a mean value of 5.5442, ‘Interactive Screens’ stood at fifth with a mean value of

5.5374, ‘Shopping Carts’ stood at sixth with a mean value of 5.4422, ‘Store Layout’ stood at

seventh with a mean value of 5.3946, ‘Digital Signs’ stood at ninth with a mean value of 5.3878,

‘Live Product Demonstrations’ stood at tenth with a mean value of 5.3469 and ‘Overhead

Messaging’ stood at eleventh with a mean value of 5.2313.

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TABLE 10 :LEVEL OF SATISFACTION TOWARDS THE MEDIUM FOR DIGITAL

BRANDING


Medium for Digital

Branding N Minimum Maximum Mean Std. Deviation

Email Marketing 147 1.00 2.00 1.4966 .50170

Social media Marketing 147 1.00 5.00 3.1973 1.33262

Website Marketing 147 1.00 5.00 2.7755 .99860

Mobile apps 147 1.00 5.00 2.3061 .66839

Instant message platforms 147 1.00 5.00 3.7551 1.33238

Television or Video

Marketing 147 1.00 5.00 2.8367 1.42886

SEO 147 1.00 5.00 3.4966 1.33639

Pay-per-click (PPC)

advertising 147 1.00 5.00 2.3741 1.15989

Social media advertising 147 1.00 5.00 2.8095 1.31030

Content or Blogs marketing 147 1.00 5.00 2.3061 .74588

Public relations 147 1.00 5.00 3.1156 1.37750



INTERPRETATION: The above table 10 illustrates the level of satisfaction towards the digital

brandingmedium whichare ranked from 1 to11. ‘Instant message platforms’ has taken the first

stance with a mean value of 3.7551 whereas ‘SEO’ stood at second with a mean value of 3.4966,

‘Social media Marketing’ stood at third with a mean value of 3.1973, ‘Public relations’ stood at

fourth with a mean value of 3.1156, ‘Television or Video Marketing’ stood at fifth with a mean

value of 2.8367, ‘Social media advertising’ stood at sixth with a mean value of 2.8095, ‘Website

Marketing’ stood at seventh with a mean value of 2.7755, ‘Pay-per-click (PPC) advertising’

stood at eighth with a mean value of 2.3741, ‘Mobile apps’ stood at ninth with a mean value of

2.3061, ‘Content or Blogs marketing’ stood at tenth with a mean value of 2.3061 and ‘Email

Marketing’ stood at eleventh with a mean value of 1.4966.

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FACTOR ANALYSIS

TABLE 11 : KMO AND BARTLETT'S TEST

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .686

Bartlett's Test of Sphericity Approx. Chi-Square 713.424

df 55

Sig. .000

The above table 11 indicates that in the present test The Kaiser-Meyer-Olkin (KMO)

measure was 0.686. Bartlett’s sphericity test indicating Chi-Square =713.424, df = 55 with a

significance of 0.000. The significance value is 0.000 which is less than 0.05 of the significance

level which indicates that a factor analysis may be useful with the data collected.

TABLE 10 : TOTAL VARIANCE EXPLAINED

Total Variance Explained

Component

Initial Eigenvalues Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

1 3.603 32.758 32.758 3.603 32.758 32.758

2 2.211 20.105 52.863 2.211 20.105 52.863

3 1.173 10.666 63.528 1.173 10.666 63.528

4 1.036 9.418 72.947 1.036 9.418 72.947

5 .788 7.165 80.112

6 .657 5.969 86.080

7 .585 5.323 91.403

8 .390 3.544 94.947

9 .241 2.190 97.137

10 .194 1.765 98.902

11 .121 1.098 100.000

Extraction Method: Principal Component Analysis.

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Only four factors in the initial solution have eigenvalues greater than 1. Together, they

account for almost 73% of the variability in the original variables. This suggests that four latent

influences are associated with level of satisfaction towards the Digital Branding medium, but

there remains room for a lot of unexplained variation. The second section of this table shows the

variance explained by the extracted factors before rotation. The cumulative variability explained

by these four factors in the extracted solution is about 73%, without any difference in percentage

from the initial solution. Thus, no lost in the variation from the initial solution.

Component Matrixa

Component

1 2 3 4

Email Marketing .712 -.130 .133 .458

Social media Marketing -.204 -.599 -.267 .248

Website Marketing .766 .323 -.116 .052

Mobile apps -.622 .087 .384 .266

Instant message platforms -.031 .722 .412 .209

Television or Video Marketing .617 .654 .047 .161

SEO .845 .221 -.298 -.110

Pay-per-click (PPC) advertising .667 -.457 .015 -.124

Social media advertising -.264 .469 -.547 -.330

Content or Blogs marketing .177 -.011 .552 -.695

Public relations .663 -.544 .242 -.047

Extraction Method: Principal Component Analysis.

a. 4 components extracted.

The First component is highly correlated with the factor ‘SEO’.The Second component is

highly correlated with the factor ‘Instant message platforms’.The Third Component is highly

correlated with the factor ‘Content or Blogs marketing’.The fourth component is highly correlated

with the factor ‘Email Marketing’.

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A.LOCALITY OF BUSINESS VERSUSLEVEL OF SATISFACTION TOWARDS

DIGITAL BRANDING MEDIUM

TABLE 12 : ANOVA ANALYSIS

Null Hypothesis (H0): There is no significant relationship between locality of business and level

of satisfaction towards digital branding medium

Alternative Hypothesis (Ha): There is a significant relationship between locality of business

and level of satisfaction towards digital branding medium

ANOVA

Digital Branding Medium Sum of Squares df Mean Square F Sig. Remarks

Email Marketing Between Groups .685 3 .228

.906 .440 Accepted Within Groups 36.063 143 .252

Total 36.748 146

Social media Marketing Between Groups 17.369 3 5.790

3.188 .026 Rejected Within Groups 259.665 143 1.816

Total 277.034 146

Website Marketing Between Groups 1.553 3 .518

.297 .827 Accepted Within Groups 249.113 143 1.742

Total 250.667 146

Mobile apps Between Groups .285 3 .095

.209 .890 Accepted Within Groups 64.939 143 .454

Total 65.224 146

Instant message platforms Between Groups 13.875 3 4.625

3.623 .015 Rejected Within Groups 182.547 143 1.277

Total 196.422 146

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Television or Video Marketing Between Groups 10.447 3 3.482

2.001 .116 Accepted Within Groups 248.832 143 1.740

Total 259.279 146

SEO Between Groups 4.676 3 1.559

.876 .455 Accepted Within Groups 254.508 143 1.780

Total 259.184 146

Pay-per-click (PPC) advertising Between Groups 6.939 3 2.313


Total 298.082 146

Social media advertising Between Groups 3.740 3 1.247

2.301 .080 Accepted Within Groups 77.484 143 .542

Total 81.224 146

Content or Blogs marketing Between Groups 7.368 3 2.456

2.541 .059 Accepted Within Groups 138.224 143 .967

Total 145.592 146

Public relations Between Groups 8.056 3 2.685


Total 260.748 146

The ANOVA table no.12 indicates the probability value of ANOVA at 5% level of significance stated that

the null hypothesis is accepted between the Locality of business with Email Marketing, Website Marketing, Mobile

apps, Television or Video Marketing, SEO, Pay-per-click (PPC) advertising, Social media advertising, Content or

Blogs marketing and Public relations. There is no significant association between the Locality of business with

Email Marketing, Website Marketing, Mobile apps, Television or Video Marketing, SEO, Pay-per-click (PPC)

advertising, Social media advertising, Content or Blogs marketing and Public relations.

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TABLE 13:LOCALITY OF BUSINESS WITH AVERAGE SALES VOLUME

Null Hypothesis (H0): There is no significant relationship between the locality of business with

level of opinion about average sales volume per day in the present pandemic period compared to

the Pre-Pandemic Period

Alternative Hypothesis (Ha): There is a significant relationship between the locality of business

with level of opinion about average sales volume per day in the present pandemic period

compared to the Pre-Pandemic Period

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 7.697a 12 .808

Likelihood Ratio 10.011 12 .615

Linear-by-Linear Association 3.533 1 .060

N of Valid Cases 147

a. 13 cells (65.0%) have expected count less than 5. The minimum expected count is .81.

Calculated Value Table Value Level of

Significance

Null Hypothesis

7.697 21.026 0.05 Accepted

From the above table No: 13, the calculated value is 7.697 and the table value for the degrees of

freedom 12 at 0.05 level of significance is 21.026. Since the calculated value is less than the table

value, the null hypothesis is accepted. The result implies that there is no significant relationship

between the locality of business with level of opinion about average sales volume per day in the

present pandemic period compared to the Pre-Pandemic Period.

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TABLE 14: RETAIL SHOPS WITH AVERAGE SALES VOLUME

Null Hypothesis (H0): There is no significant relationship between the Retail shops with level of

opinion about average sales volume per day in the present pandemic period compared to the Pre-

Pandemic Period

Alternative Hypothesis (Ha): There is a significant relationship between the Retail shops with

level of opinion about average sales volume per day in the present pandemic period compared to

the Pre-Pandemic Period

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 45.673a 44 .402

Likelihood Ratio 52.734 44 .172

Linear-by-Linear Association .219 1 .640

N of Valid Cases 147

a. 52 cells (86.7%) have expected count less than 5. The minimum expected count is .24.

Calculated Value Table Value Level of

Significance

Null Hypothesis

45.673 60.480 0.05 Accepted

From the above table No: 14, the calculated value is 45.673 and the table value for the degrees of

freedom 44 at 0.05 level of significance is 60.480. Since the calculated value is less than the table

value, the null hypothesis is accepted. The result implies that there is no significant relationship

between the Retail shops with level of opinion about average sales volume per day in the present

pandemic period compared to the Pre-Pandemic Period.

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4. RESULTS AND DISCUSSIONS

4.1 FINDINGS

• 34.7% of the respondents’ locality’ of business is ‘Urban’ and 28.6% of the respondents’

locality of business is ‘Semi-Rural’.

• 12.9% of the respondents’ retail shops belong to ‘Departmental Store’ and the same level of

respondents’ retail shops belongs to ‘Supermarkets’.

• Majority 54.4% of the respondents stated ‘Very low’ average sales volume per day in the

present pandemic period compares to the pre-pandemic period

• 27.2% of the respondents are highly influenced by ‘Digital Ads’ for Digital Branding.

• The level of awareness towards the multi-channel medium for digital branding which are

ranked from ‘Display advertising’ has taken the first stance with a mean value of 3.381 and

‘Online PR’ stood at last with a mean value of 2.2653.

• The mean ranking according to the importance towards integral part of digital branding which

are ranked from ‘Website’ has taken the first stance with a mean value of 4.9048 and

‘Influencer Marketing’ stood at last with a mean value of 4.1361.

• The level of importance needed for interactive in-store advertising which are ranked from

‘Digital menu boards’ has taken the first stance with a mean value of 3.1429 and ‘Personal

devices’ stood at sixth with a mean value of 2.415.

• The level of benefits attained through interactive in-store advertising which are ranked from

‘Reminds customers about information and promotions’ has taken the first stance with a

mean value of 3.5034 and ‘Introduces new products’ stood at last with a mean value of

1.6735.

• The level of importance given for interactive in-store advertising which are ranked from

‘Product Displays’ has taken the first stance with a mean value of 5.8571 and ‘Overhead

Messaging’ stood at eleventh with a mean value of 5.2313.

• The level of satisfaction towards the digital branding medium which are ranked from ‘Instant

message platforms’ has taken the first stance with a mean value of 3.7551 and ‘Email

Marketing’ stood at eleventh with a mean value of 1.4966.

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• There is no significant association between the Locality of business with Email Marketing,

Website Marketing, Mobile apps, Television or Video Marketing, SEO, Pay-per-click (PPC)

advertising, Social media advertising, Content or Blogs marketing and Public relations.

• There is no significant relationship between the localities of business with level of opinion

about average sales volume per day in the present pandemic period compared to the Pre-

Pandemic Period.

• There is no significant relationship between the Retail shops with level of opinion about

average sales volume per day in the present pandemic period compared to the Pre-Pandemic

Period.

4.2 SUGGESTIONS

• The study had only 34.7% of its respondents from an urban area and the remainder were

rural or semi- urban. If we take that ratio across the other results arrived it a very clear

view of the disparity is observed. Most of the respondents who are affected by the digital

branding and advertising were from the urban areas. This in itself is a quick note that the

market is still under reached by digital marketing. Rural customers may need a different

approach with digital marketing getting to them. But nevertheless the markets wait to be

reached and captured.

• A majority of 54 % of the respondents reported very low sales during the pandemic time.

That is a staggering portion of the industry that has gone under water during this time.

The assumption is that essential goods like convenience store and departmental store saw

a spike in sales in this time as 6.8% of them reported very high sales. The majority still

hadn’t found a market share to rebrand and sell their products. Therefore much work and

strategy are the need of the hour.

• Digital branding is still in its infancy as much of the advertisement were from display

banners on the website and other social media sites. Not many reported being aware of the

other mediums of digital branding. A targeted approach is the need of the hour and a one

size fits all approach may not give the desired results.

• It is very important to connect the customer to the brand and its products. The survey

showed that having a digital display board in the store to connect their online experience

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will be useful to help customers know their products and make decisions on purchasing

more. Constant reminders through messaging will keep the customers mind fresh on the

promotions and offers in the store.

• Social media marketing is the next in thing with regard to digital branding. It would do

businesses well to shift their focus to locating their customer base and send focused

advertising to them either directly to them or to their social media sites. The search engine

marketing will help target those customers who are searching for similar products.

4.3 CONCLUSION

No doubt it has been a difficult time to do business or own a retail company. With the

pandemic making all previously existing needs and wants obsolete leaving just a few essentials to

be craved for and all the others becoming irrelevant. In such a time businesses are looking for

ways to still connect with their customers and have their reach to them. The study is proof that

digital branding can be incorporated into new mediums and good results can be seen. Part why

the move to digital marketing and branding can be hard is because of the uncertainty in the

migration and change. There has not been one like this before the usual way of gauging customer

likes and preferences which could be lost because of the faceless contact approach.

Creating awareness of the branding is key to a sustained multimedia approach to branding

and marketing. As more buying and selling moves online, there will be better avenues to create

an online presence and unique brand identity which will satisfy customer preferences and grow to

be an evolving way to grow the businesses online face.

Reference

1. Rizwan Raheem Ahmed et al. (2016). Impact of Digital Media on Brand Loyalty and Brand

Positioning. New Media and Mass Communication. 45 (1), 16-28.

2. Sammut-Bonnici, Tanya. (2015). Brand and Branding. 10.1002/9781118785317.weom120161.

3. Yi Zhang. (2015). The Impact of Brand Image on Consumer Behaviour: A Literature

Review. Open Journal of Business and Management, 3 (1), 58-62.

4. Deepak Verma and Madhu Bala. (2018). A Critical Review of Digital Marketing. International

Journal of Management, IT & Engineering. 8 (10), 321-339.

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5. P.Sathya. (2017). A Study on Digital Marketing and its Impact. International Journal of Science

and Research (IJSR). 6 (2), 866-868.

6. https://retailnext.net/en/blog/key-aspects-in-creating-a-sustainable-retail-branding-strategy

7. https://www.smartinsights.com/online-brand-strategy/brand-development/digital-branding-

definition/

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A STUDY ON AWARENESS, SATISFACTION AND OPINION TOWARDS …

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