Utilization of Smartphones in Response to Digital Marketing in Bharatpur (Summer Project)

Executive Summary

Digital Marketing involves the use of the internet, the www (world wide web), and mobile apps and browsers running on electronic devices to transact business. Digital Marketing can also be defined as online marketing, which is the promotion of brands to connect with potential customers using the Internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel. This study aims to understand the significance of smartphones in response to digital marketing, the factors influencing digital marketing, and identify the various benefits and risks of smartphones while doing marketing. The impact of digital marketing on different age groups, gender, and occupations is shown in a conceptual framework for this study. This research has been conducted by using a descriptive research design. A quantitative research approach has been used in this research to collect the primary data and this was done via the questionnaire survey. A purposive sampling technique was used for this research and the population for this study was smartphone users for different age groups residing inside Bharatpur city. The respondents were administered a set of 20 standard questions, and the required structured data were collected through the online survey method. The findings revealed that the number of respondents used for this study was 250 among that 249 gave their responses. According to this study, the majority of people surf the internet on smartphones which makes it easy to access digital marketing platforms. A large portion of the population uses their smartphone for entertainment purposes more than messaging, product purchases, and searching for information. A large number of smartphone users prefer not to pay through online and prefer to purchase products in cash on delivery due to insecurities and trust issues, it states that the complexities of digital marketing are not understood by the people of Bharatpur City.

Report Title: Utilization of Smartphones in Response to Digital Marketing in Bharatpur

Prepared By: Abhishesh Sigdel

Degree: Bachelor

Program: Bachelor of Business Administration (BBA)

Specialization: Sales and Marketing Management

College: Birendra Multiple Campus

University: Tribhuvan University

Year: 2022

Utilization of Smartphones in Response to Digital Marketing in Bharatpur | Summer Project | Research Report | 2022

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Note: This summer project (research report) was prepared by Mr. Abhishesh Sigdel for the partial fulfillment of the requirement for the degree of Bachelor of Business Administration (BBA). So, it is advised to use this report only for literature review, or as guidance. Copying or practicing plagiarism is strictly forbidden.