Page 236 - IMDR JOURNAL 2023-24

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

H0= There is no significant association between Below-the-Line marketing strategies and consumer buying
behavior.

Iv. Limitations of the Study
A. Single Company Focus: The study specifically revolves around Otipy E-commerce Brand Internet

Pvt. Ltd., limiting the ability to draw comparisons with other companies in the online grocery industry.
This may restrict a broader understanding of the industry dynamics and the uniqueness of Otipy E-

commerce Brand's marketing strategies.

B. Time Constraint: Conducting a comprehensive study on the role of BTL marketing strategies on
consumer buying behavior requires adequate time for data collection, analysis, and interpretation. The

study's timeframe may limit the depth and breadth of data that can be gathered, potentially impacting

the comprehensiveness of the findings.
C. Sample Size and Representativeness: The study's findings and conclusions may be limited in their

generalizability due to the use of a specific sample size and focus on consumers of Otipy E-commerce
Brand Internet Pvt. Ltd. It may not fully capture the diversity of consumer segments or account for

variations in consumer behavior across different regions or demographics.

V. Data Analysis and Interpretation

Graph 5.1: Gender of Respondents Graph 5.2: Age of Respondents

Graph 5.3: Occupation Graph 5.4: Educational Qualification

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