ABSTRACT Purpose: Interactive marketing communication and consumer behavior present some of the most recent developments in the

field of marketing communications. This paper analyzes consumers attitudes towards the interactive. Methodology: This study used an empirical survey on a convenience sample of consumers in the locality of KIIT University. Findings: Three main hypotheses researched in this paper are: consumers have a more positive attitude toward interactive marketing communication than toward one-way communication (H1); Among Internet users, men are more predisposed to online shopping than women.(H2). Young people are more predisposed to interactive marketing than older Internet users (H3).All the three hypotheses were accepted after a brief analysis by using various tests using SPSS 15.0 version.

Implications: These findings have implications for the direction of relationship development with consumers. They provide an insight into how consumers want to communicate with companies and organizations and what level of personalization they expect or require. In addition, the findings indicate what companies or organizations should do in order to draw consumers into interactive personalized relationships. There are also gaps between the different segments of the consumer society in terms of gender & age.

KEYWORDS: Advertising effectiveness, Electronic commerce, Interactive marketing, Consumer behavior, Brand equity, Internet shopping, WOM, Telemarketing, Direct marketing

Introduction Interactive Marketing allows customers and prospects to participate in the process of building a brand's image in a certain market or target group's minds. Interactive marketing communication and consumer behavior represent some of the most recent developments in the field of marketing communication and marketing in general. Technology developments (both software and hardware) have enabled cost effective interactive communication and thus cost effective management of personalized relationships with each consumer individually. Thus, if adequately implemented, interactive communication that enables relationship personalization could result in substantial savings for companies and could lead to a significant increase in satisfaction for consumers. This paper is the result of wide research in this field. In this paper, analysis is concentrated on analyzing consumers attitudes toward interactivity as contemporary developments in interactive marketing communication. In order to analyze consumer attitudes toward relationship personalization and interactive communication, the concepts first need to be clearly defined.

Conceptualizations of Interactive Marketing Communication

Interactive marketing communication is one of the most intensively developing fields of

marketing; this does not represent a short-term hit but rather a long-term strategy which includes a change of business philosophy where consumers become partners. Definitions of interactive marketing communication are numerous. Interactive communication could be defined as communication where the sources exchange the roles of transmitter and receiver. One of the most relevant basic definitions was given by Blattberg and Deighton, who define it as the opportunity for people and businesses to communicate directly, regardless of space and time constraints. Interactive marketing communication can also be viewed from the point of view of communication and information control. Interactivity can also be defined as the degree of influence of the given participants on each other, the communication media, the message and the synchronization of these in three main dimensions: active control, two-way communication, and
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synchronization. These definitions indicate that interactivity enables certain benefits like convenience, diversity, relationship, and intellectual challenges alongside the very important aspect of control of communication and relationships. After a thorough analysis of the mentioned definitions, it is possible to show the most important concepts related to interactive marketing communication. Interactive marketing communication: y includes at least two parties who have a capability of communication and information control y y Includes two-way communication. Includes personalization of communication, that is, adaptation of the communication form and content to each consumer individually. y Implies the possibility of instantaneous feedback from all the included parties through the same medium or different ones. y y y Abolishes time-space constraints. Enables precise measurability of results. Can be initiated through non-interactive media.

In our research work we have selected various types of interactive marketing channels like online marketing, shopping at malls, door to door marketing, telemarketing and other media of communications.

Conceptualizations of Brand loyalty in terms of consumer behavior

Brand loyalty represents the development and maintenance of long-term profitable relationships between companies and consumers based on mutual understanding and cognition, along with the concept of added value. In such relations, the company personalizes every aspect of the relationship with a consumer, including marketing communication, product, price and place. So companies are now emphasizing on relationship personalization rather than other marketing strategy to retain the customers. Other concepts interrelated with relationship personalization include precision marketing which, through technological platforms and data analysis methods, enables a specialized and personalized approach to be made to every consumer. It is also possible to define it as a technology-enabled process of acquiring and managing information on
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consumers, and analyzing data in order to obtain strategic information that could be used to develop more efficient and profitable interactions with consumers. Other concepts are one-to-one marketing and relationship marketing, which are the most closely related concepts to relationship personalization. With technological advances, some authors have renamed relationship marketing as technological marketing in order to stress the importance of technology in marketing. Personalization includes the mentioned concepts, but also relates to some additional factors: y y y y y Knowledge exchange Intangible aspects which add value Increased consumer expectations caused by interaction and personalization Cost factors Reduction of choice complexity due to personalization

Thus, relationship personalization can be defined as a marketing concept, which assumes the development of a relationship between consumers and companies or organizations based on mutual understanding and developed and continuous knowledge exchange through interactive communication with the goal of achieving added value for all the parties involved.

Research Methodology
The aim of this paper is to analyze consumers attitudes toward relationship personalization and interactive marketing communication. Thus, three main hypotheses were set:

H1: Consumers have a more positive attitude toward interactive marketing communication than toward one-way communication. H2: Among Internet users, men are more predisposed to online shopping than women. H3: Young people are more predisposed to interactive marketing than older Internet users.

After the literature review, a questionnaire was developed to study the consumer behavior in choosing different interactive communication channels for their buying purposes. The questionnaire includes the demographic profile, Internet use and attitude towards interactive shopping. The questionnaire is based on a five-pointLikert's scale and other methods. The respondents were asked to rate the options according to their choices. Random sampling
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technique has been used for collecting the data. The sample includes the locality of KIIT University. Data has been collected from students, academicians and job holders. A total of 50 questionnaires were distributed from which all the questionnaires were received. From those only 900 were usable responses and completely filled questionnaires. Chi-square, mean, standard deviation and factor analysis have been used to find the trends of Interactive marketing use and factors affecting E-shopping.

Demographic Profile of the Respondents:

age group Gender

Valid

18-25 25-40 >40 Total

Frequency 33 14 3 50

Percent 66.0 28.0 6.0 100.0

Valid

male female Total

Frequency 36 14 50

Percent 72.0 28.0 100.0

We have selected a sample size of 50 amongst them 36 men and 14 women. We also have taken age group ranging from 18 to 40.Given below are representations of the questionnaires conducted by us .To give a clear picture we have given pie chart distribution to know about the frequencies of various variables we have taken.
How many hours per week do you spend on-line excluding reading e-mail?

Valid

0-1 1-2 2-3 >5 Total

Frequency 4 9 17 20 50

Percent 8.0 18.0 34.0 40.0 100.0

Which are the on-line shopping websites you remember?

Valid

amazon.com indiavarta.com homeshop18.com ebay.com almost each one Total

Frequency 12 3 5 10 20 50

Percent 24.0 6.0 10.0 20.0 40.0 100.0

Which form of marketing do you think is the best way to get your products & services to customers?

Valid

e-mail marketing door to door markting online marketing at shops and malls Total

Frequency 3 4 14 29 50

Percent 6.0 8.0 28.0 58.0 100.0

Have you ever visited any on-line shopping website? Cumulative Percent 88.0 100.0

Frequency Valid yes no Total 44 6 50

Percent 88.0 12.0 100.0

Valid Percent 88.0 12.0 100.0

Which form of marketing do you think is the best way to get your products & services to customers? Cumulative Percent 6.0 14.0 42.0 100.0

Valid

e-mail marketing door to door markting online marketing at shops and malls Total

Frequency 3 4 14 29 50

Percent 6.0 8.0 28.0 58.0 100.0

Valid Percent 6.0 8.0 28.0 58.0 100.0

Which type of interactive marketing channels influence you most on your buying decision ? Cumulative Percent 28.0 42.0 94.0 100.0

Valid

online marketing mobile marketing direct marketing tele marketing Total

Frequency 14 7 26 3 50

Percent 28.0 14.0 52.0 6.0 100.0

Valid Percent 28.0 14.0 52.0 6.0 100.0

If the product has the same price both in shops and on internet where do you prefer to buy? Cumulative Percent 42.0 82.0 100.0

Valid

high street retailers internet i dont really care Total

Frequency 21 20 9 50

Percent 42.0 40.0 18.0 100.0

Valid Percent 42.0 40.0 18.0 100.0

Do you trust on-line shopping? Cumulative Percent 56.0 100.0

Valid

yes no Total

Frequency 28 22 50

Percent 56.0 44.0 100.0

Valid Percent 56.0 44.0 100.0

Could you tell us how often you buy products through on-line on average? Cumulative Percent 8.0 22.0 34.0 94.0 100.0

Valid

once a week once every 2-3 wek once a month on every 4-6 months once a year Total

Frequency 4 7 6 30 3 50

Percent 8.0 14.0 12.0 60.0 6.0 100.0

Valid Percent 8.0 14.0 12.0 60.0 6.0 100.0

How much on average have you spent on on-line shopping in last six month?(in rupees) Cumulative Percent 36.0

Valid

0-500

Frequency 18

Percent 36.0

Valid Percent 36.0

10

500-1000 1000-5000 5000-10000 <10000 Total

9 19 3 1 50

18.0 38.0 6.0 2.0 100.0

18.0 38.0 6.0 2.0 100.0

54.0 92.0 98.0 100.0

what kind of stuff do you buy online Cumulative Percent 16.0 46.0 60.0 64.0 98.0 100.0

Valid

books apparel and more electronics home and kitchen all categories none Total

Frequency 8 15 7 2 17 1 50

Percent 16.0 30.0 14.0 4.0 34.0 2.0 100.0

Valid Percent 16.0 30.0 14.0 4.0 34.0 2.0 100.0

which of the following services will you used to settle the payment for online shopping

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Valid

credit crd debit card bank transfer Total

Frequency 14 31 5 50

Percent 28.0 62.0 10.0 100.0

Valid Percent 28.0 62.0 10.0 100.0

Cumulative Percent 28.0 90.0 100.0

what kind of stuff do you buy online Cumulative Percent 16.0 46.0 60.0 64.0 98.0 100.0

Valid

books apparel and more electronics home and kitchen all categories none Total

Frequency 8 15 7 2 17 1 50

Percent 16.0 30.0 14.0 4.0 34.0 2.0 100.0

Valid Percent 16.0 30.0 14.0 4.0 34.0 2.0 100.0

Do you think it is important for high the street retailors nowdays to have an online shopping facility

12

Valid

yes no i dont really care Total

Frequency 32 7 11 50

Percent 64.0 14.0 22.0 100.0

Valid Percent 64.0 14.0 22.0 100.0

Cumulative Percent 64.0 78.0 100.0

what do you believe are the biggest shortcomings in emails about Product and service offerings that buyers receive on mobile devices? Cumulative Percent 50.0 66.0 82.0 90.0 96.0 100.0

Valid

lack of ability to customize lack of relevance difficult to navigate poorly organized lack of ability to customize appearance others Total

Frequency 25 8 8 4 3 2 50

Percent 50.0 16.0 16.0 8.0 6.0 4.0 100.0

Valid Percent 50.0 16.0 16.0 8.0 6.0 4.0 100.0

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Social network

Valid

0 2 5 10 15 20 25 30 40 Total

Frequency 1 2 7 16 1 15 2 5 1 50

Percent 2.0 4.0 14.0 32.0 2.0 30.0 4.0 10.0 2.0 100.0

Direct mail Cumulative Percent 2.0 4.0 8.0 38.0 72.0 76.0 92.0 98.0 100.0

Valid

0 1 2 5 10 15 20 30 40 Total

Frequency 1 1 2 15 17 2 8 3 1 50

Percent 2.0 2.0 4.0 30.0 34.0 4.0 16.0 6.0 2.0 100.0

Valid Percent 2.0 2.0 4.0 30.0 34.0 4.0 16.0 6.0 2.0 100.0

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E-mail Cumulative Percent 2.0 6.0 8.0 32.0 34.0 36.0 78.0 88.0 96.0 100.0

Valid

0 2 3 5 7 9 10 15 20 30 Total

Frequency 1 2 1 12 1 1 21 5 4 2 50

Percent 2.0 4.0 2.0 24.0 2.0 2.0 42.0 10.0 8.0 4.0 100.0

Valid Percent 2.0 4.0 2.0 24.0 2.0 2.0 42.0 10.0 8.0 4.0 100.0

Internet Search Cumula Valid tive Percent Percent 2.0 2.0 2.0 4.0 2.0 6.0

Va lid

0 2 3

Frequ ency 1 1 1

Perce nt 2.0 2.0 2.0

15

4 5 10 15 20 25 30 50 To tal

1 7 21 5 6 1 5 1 50

2.0 14.0 42.0 10.0 12.0 2.0 10.0 2.0 100.0

2.0 14.0 42.0 10.0 12.0 2.0 10.0 2.0 100.0

8.0 22.0 64.0 74.0 86.0 88.0 98.0 100.0

Print Cumulative Percent 2.0 4.0 6.0 8.0 28.0 62.0 64.0 72.0 92.0 94.0 100.0

Valid

0 2 3 3 5 10 12 15 20 25 30 Total

Frequency 1 1 1 1 10 17 1 4 10 1 3 50

Percent 2.0 2.0 2.0 2.0 20.0 34.0 2.0 8.0 20.0 2.0 6.0 100.0

Valid Percent 2.0 2.0 2.0 2.0 20.0 34.0 2.0 8.0 20.0 2.0 6.0 100.0

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Electronic media Cumulative Percent 2.0 40.0 46.0 58.0 60.0 78.0 80.0 82.0 96.0 98.0 100.0

Valid

5 10 15 20 25 30 34 35 40 50 60 Total

Frequency 1 19 3 6 1 9 1 1 7 1 1 50

Percent 2.0 38.0 6.0 12.0 2.0 18.0 2.0 2.0 14.0 2.0 2.0 100.0

Valid Percent 2.0 38.0 6.0 12.0 2.0 18.0 2.0 2.0 14.0 2.0 2.0 100.0

WOM Cumulative Percent 2.0 20.0 58.0

Valid

0 5 10

Frequency 1 9 19

Percent 2.0 18.0 38.0

Valid Percent 2.0 18.0 38.0

17

15 20 30 40 Total

4 9 7 1 50

8.0 18.0 14.0 2.0 100.0

8.0 18.0 14.0 2.0 100.0

66.0 84.0 98.0 100.0

Is product, price and quality, the factors influencing online shopping decision? Cumulative Percent 36.0 86.0 92.0 98.0 100.0

Valid

strongly agree slightly agree neither slightly disagree strongly disagree Total

Frequency 18 25 3 3 1 50

Percent 36.0 50.0 6.0 6.0 2.0 100.0

Valid Percent 36.0 50.0 6.0 6.0 2.0 100.0

Is after sales service the factors influencing the online shopping decision? Cumulative Percent 42.0 84.0 94.0 100.0

Valid

strongly agree slightly agree neither slightly disagree

Frequency 21 21 5 3

Percent 42.0 42.0 10.0 6.0

Valid Percent 42.0 42.0 10.0 6.0

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Total

50

100.0

100.0

Is convenience and save time the factors influencing the online shopping decision? Cumulative Percent 32.0 70.0 84.0 100.0

Valid

strongly agree slightly agree neither slightly disagree Total

Frequency 16 19 7 8 50

Percent 32.0 38.0 14.0 16.0 100.0

Valid Percent 32.0 38.0 14.0 16.0 100.0

Is website provides sufficient product information and explanation the factors influencing online shopping decision? Cumulative Percent 26.0 70.0 78.0 100.0

Valid

strongly agree slightly agree neither slightly disagree Total

Frequency 13 22 4 11 50

Percent 26.0 44.0 8.0 22.0 100.0

Valid Percent 26.0 44.0 8.0 22.0 100.0

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I have a more positive attitude toward interactive marketing Cumulative Percent 10.0 24.0 46.0 68.0 100.0

Valid

Strongly disagree disagre neutral Agree Strongly Agree Total

Frequency 5 7 11 11 16 50

Percent 10.0 14.0 22.0 22.0 32.0 100.0

Valid Percent 10.0 14.0 22.0 22.0 32.0 100.0

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TESTING OF HYPOTHESIS
Hypothesis 1: Consumers have a more positive attitude toward interactive marketing communication than toward one-way communication. For the analysis of H1, we used the samples and the key claim on a 5-point Likert scale I have a more positive attitude toward interactive marketing communication than toward one-way communication. The hypothesis was tested using a t-test (under the assumption that the number 3 represents a neutral attitude). The result of the t-test conducted on the representative sample of KIIT University locality is 3.52 (t=18.523; df=49; P=.0001) which represents a significant shift toward the positive end of the Likert scale. Thus, H1 is accepted. One-Sample Statistics Std. Error Mean .190

N I have a more positive attitude toward interactive marketing One-Sample Test 50

Mean 3.52

Std. Deviation 1.344

Test Value = 0 Mean Differenc e Upper 95% Confidence Interval of the Difference Upper 3.14 3.90

t Lower I have a more positive attitude toward interactive marketing 18.523

df Upper 49

Sig. (2tailed) Lower .0001

Lower 3.520

RELIABILITY TEST AND VALIDITY TEST Reliability test was carried out using SPSS and the reliability test measures. The value of Cronbachs Alpha: 0.789. Validity of the questionnaire was checked using face validity method and was found to be high.
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Reliability Statistics Cronbach's Alpha Based on Standardized Items(a) .256

Cronbach's Alpha(a) .789

N of Items 28

In addition to the mentioned claim, further analysis was done. We also analyzed other factors/ variables which are described further. For instance we have taken one variable i.e. frequency of using on-line shopping.
Could you tell us how often you buy products through on-line on average? Cumulative Percent 8.0 22.0 34.0 94.0 100.0

Valid

once a week once every 2-3 wek once a month on every 4-6 months once a year Total

Frequency 4 7 6 30 3 50

Percent 8.0 14.0 12.0 60.0 6.0 100.0

Valid Percent 8.0 14.0 12.0 60.0 6.0 100.0

The above table and graph shows that on every 4-6 months the respondents are using on-line shopping.

Testing of hypothesis 2
H2: Among Internet users, men are more predisposed to online shopping than women. So in order to prove this hypothesis we have taken one key attribute i.e. Trust for on-line shopping and we compared it with the gender variable by chi-square test. Following are the detailed descriptions.
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Chi-Square Tests Asymp. Sig. (2-sided) .462 .675 .459 .537 .531 1 .466 .340 Exact Sig. (2-sided) Exact Sig. (1-sided)

Pearson Chi-Square Continuity Correction(a) Likelihood Ratio Fisher's Exact Test Linear-by-Linear Association

Value .542(b) .175 .548

df 1 1 1

N of Valid Cases 50 a Computed only for a 2x2 table b 0 cells (.0%) have expected count less than 5. The minimum expected count is 6.16. Symmetric Measures Asymp. Std. Error(a)

Nominal by Nominal

Phi Cramer's V Contingency Coefficient

Value -.104 .104 .104

Approx. T(b)

Approx. Sig. .462 .462 .462

After analyzing the table we infer that the chi square value is very high and the significance level is much higher than the standard level (.462).So the null hypothesis is rejected and we conclude that men are more predisposed to online shopping than women and the value of Cramers shows that both variables are strongly related.

TESTING OF HYPOTHESIS3
H3: Young people are more predisposed to interactive marketing than older Internet users. In this hypothesis we will have to test about the associatedness of the two variables i.e. age and usage & trust in interactive marketing. In order to obtain a decisive result we cross tabbed the key factors & calculated chi-square value. Then we also analyzed through various factors by regression analysis. Given below table shows the general characteristics of the age variable.
Descriptives

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age group

Mean 95% Confidence Interval for Mean 5% Trimmed Mean Median Variance Std. Deviation Minimum Maximum Range Interquartile Range Skewness Kurtosis Lower Bound Upper Bound

Statistic 1.40 1.23 1.57 1.33 1.00 .367 .606 1 3 2 1 1.260 .623

Std. Error .086

.337 .662

In this case the null hypothesis will be H0: there is no difference in inclination towards interactive marketing among younger & older generation. Given below is the chi-square analysis of the said hypothesis.

age group * Do you trust on-line shopping? Crosstabulation Do you trust on-line shopping? yes age group 18-25 Count % within Do you trust on-line shopping? 25-40 Count % within Do you trust on-line shopping? Count 19 67.9% 8 28.6% 1 no 14 63.6% 6 27.3% 2

Total yes 33 66.0% 14 28.0% 3

>40

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% within Do you trust on-line shopping? Total Count % within Do you trust on-line shopping? Chi-Square Tests

3.6% 28 100.0%

9.1% 22 100.0%

6.0% 50 100.0%

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value .666(a) .665 .318 50

df 2 2 1

Asymp. Sig. (2-sided) .717 .717 .573

a 2 cells (33.3%) have expected count less than 5. The minimum expected count is 1.32.

Symmetric Measures Asymp. Std. Error(a)

Nominal by Nominal Interval by Interval Ordinal by Ordinal N of Valid Cases

Phi Cramer's V Contingency Coefficient Pearson's R Spearman Correlation

Value .115 .115 .115 .081 .060 50

Approx. T(b)

Approx. Sig. .717 .717 .717 .578(c) .677(c)

.142 .142

.560 .420

a Not assuming the null hypothesis. b Using the asymptotic standard error assuming the null hypothesis. c Based on normal approximation.

From the tables it is clear that the significance level of chi-square is more than the ideal level. So null hypothesis is rejected & we conclude that young people are more predisposed to interactive marketing than older Internet users. We have again cross tabbed some more variables in this regard for realization. SOME MORE CROSS-TAB ANALYSIS FOR H1 & H2
age group * If the product has the same price both in shops and on internet where do you prefer to buy? Crosstabulation Count If the product has the same price both in shops and on internet where do you prefer to buy?

Total

25

age group Total

18-25 25-40 >40

high street retailers 17 4 0 21

internet 12 7 1 20

i dont really care 4 3 2 9

high street retailers 33 14 3 50

Chi-Square Tests Asymp. Sig. (2-sided) .102 .114 .013

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 7.737(a) 7.453 6.107 50

df 4 4 1

a 4 cells (44.4%) have expected count less than 5. The minimum expected count is .54.

gender * If the product has the same price both in shops and on internet where do you prefer to buy? Crosstabulation If the product has the same price both in shops and on internet where do you prefer to buy? Total i dont high street really high street retailers internet care retailers 16 17 3 36

gende r

male

Count % within If the product has the same price both in shops and on internet where do you prefer to buy?

76.2%

85.0%

33.3%

72.0%

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female

Total

Count % within If the product has the same price both in shops and on internet where do you prefer to buy? Count % within If the product has the same price both in shops and on internet where do you prefer to buy?

14

23.8%

15.0%

66.7%

28.0%

21

20

50

100.0%

100.0%

100.0%

100.0%

Chi-Square Tests Asymp. Sig. (2-sided) .014 .019 .065

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 8.534(a) 7.877 3.407 50

df 2 2 1

a 1 cells (16.7%) have expected count less than 5. The minimum expected count is 2.52.

In all these cross tab tables we are getting that null hypothesis is rejected as significance level is higher. So both the hypothesis are correct. We also have done the regression analysis of various variables to support our findings. According to different buying behavior of the consumers we have segmented them demographically. Here weve given a regression & correlation test models & it explains how the consumers are dispersed in buying products on-line in terms of frequency.

Correlations Which form of markting do you think is the best way to get your products & services to customers? 1 18.000 -.259 .069 -10.200

age group age group Pearson Correlation Sig. (2-tailed) Sum of Squares and Cross-

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products Covariance N Pearson Correlation Sig. (2-tailed) Sum of Squares and Crossproducts Covariance N .367 50 -.259 .069 -10.200 -.208 50 85.920 1.753 50 -.208 50 1

Which form of markting do you think is the best way to get your products & services to customers?

Variables Entered/Removed(b) Variables Entered age group, gender(a) Variables Removed .

Model 1

Method Enter

a All requested variables entered. b Dependent Variable: Which type of interactive marketing channels influence you most on your buying decision ? Model Summary Adjusted R R R Square Square .532(a) .010 -.032 a Predictors: (Constant), age group, gender Model 1 Std. Error of the Estimate .979

ANOVA(b) Sum of Squares df Mean Square F Sig. Regression .469 2 .235 .245 .784(a) Residual 45.051 47 .959 Total 45.520 49 a Predictors: (Constant), age group, gender b Dependent Variable: Which type of interactive marketing channels influence you most on your buying decision ? Model 1

Correlations Which form of markting do you think is the best way to get your products & services to customers ? 1

Which form of

Pearson

gender -.117

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markting do you think is the best way to get your products & services to customers? gender

Correlation Sig. (2-tailed) Sum of Squares and Crossproducts Covariance N Pearson Correlation Sig. (2-tailed) Sum of Squares and Crossproducts Covariance N

.419 85.920 1.753 50 -.117 .419 -3.440 -.070 50 10.080 .206 50 -3.440 -.070 50 1

All the tables above describes the variables are related strongly with each other and if we take various models in regression we can find that the regression models are explaining the variables more than 50%.

Conclusion and Implications

Interactive marketing communication as new trends in marketing communications, seem to be well accepted by consumers. Consumers have a positive attitude toward interactive marketing communication. What is also significant is that Internet users have more positive attitudes toward interactive marketing communication than the general population. This is most probably because the Internet is the most common interactive medium and Internet users are accustomed to interactivity. There is also a gender gap and age gap in choosing interactive mode of communication. Men are more inclined towards online shopping than women. In most of the sample that weve taken shows a distinct variability in usage of on-line shopping among different gender & age groups. Only 28% of the respondents prefer to use the web for shopping purpose. E-marketers have to target the young age group and convert them into potential buyers. A slight change in attitude is visible as the respondents have given higher rank to websites providing product information and the next rank has been assigned to electronic media.

When all the mentioned factors are taken into account, some very indicative implications can be drawn for companies that seek to develop interactive personalized relationships: y They need to be aware of the industry they are in and of general consumer perceptions toward that industry.

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Their reputation (it has the strongest effect on consumers willingness to start and maintain both interactive communication and personalized relationships).

y y y

adequate compensation consumer loyalty personalized contacts

Limitations of the Research

The research was done in the locality of KIIT University and the sample frame mainly consists of students & teaching & non-teaching staffs. So it was assumed that it will show the trends of the internet and their preference towards the online shopping. Young people in the age group of 21-35 years prefer to use Internet. Any study based on survey through questionnaire suffers from the basic limitations of the possibility of difference between what is recorded and what is truth, no matter how carefully the questionnaire is designed and field investigation has been conducted. Recording the information personally minimized the error of respondents not reporting their true preferences. The main source of the data for the study was primary data collected from the respondents with the help of self-administered questionnaire. Some of respondents were unwilling to share the information.

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