Page 235 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

II. Research Design

a. Study Objectives

The study aims to understand how BTL marketing activities employed by Otipy E-commerce Brand, such as
direct mail, experiential marketing, sales promotions, point of sale marketing, and targeted search engine

marketing influence consumer purchasing decisions and behavior’s.

1. To assess the perceived effectiveness of Otipy E-commerce Brand Internet Pvt. Ltd.'s BTL marketing
strategies in influencing consumers' buying behavior.

2. To assess the awareness level of respondents regarding the BTL marketing strategies employed by
Otipy E-commerce Brand Internet Pvt. Ltd.

3. To determine the most influential BTL marketing strategy in consumer buying decisions among

customers of Otipy E-commerce Brand Internet Pvt. Ltd.
4. To examine the frequency of purchasing products or services offered by Otipy E-commerce Brand

Internet Pvt. Ltd among respondents.
5. To identify the key factors that influence consumers' purchasing decisions regarding products from

Otipy E-commerce Brand Internet Pvt. Ltd.

b. Sampling Design and Technique
The survey method is used as a research method for the study. Through the survey, all required

information is collected from respondents. For this study population or universe is infinite. Calculated the
sample size with the help of the below formula.

SS=Z2*p*(1−p)/e2
SS= 384

The examining procedure is the method that can be utilized to choose the example size. For this review, the
Population is limitless. The review was led on 384 responses.

Sampling Area: Thane and Kalwa city.

c. Methodology:
The data collected for this study is through Survey method and is Descriptive in nature.

d. Sample Data Collection:
To collect data from the consumers a structured questionnaire is used.

III. Hypotheses of the Study
The data analysis is done with the help of statistical tools along with tables, diagrams, and charts.

H1= There is a significant association between Below-the-Line marketing strategies and consumer buying

behavior.

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