TABLE OF CONTENT

CHAPTER 1. INTRODUCTION1
CHAPTER 2. COMPANY OVERVIEW4
CHAPTER 3. LITERATURE REVIEW.5
3.1. Indian Author.6
3.2. International Author...6

CHAPTER 4. METHODOLOGY.9
4.1. Type Of Research Design..9
4.2. Survey Development.9
4.3. Technique Of Data Collection..10
4.4. Sample Size..10
4.5. Sampling Technique.10
4.6. Questionnaire Formulation...10
4.7. Hypothesis Formulation...10
4.8. Technique Used For Data Analysis..12
4.9. Software Package Used For Analysis..13

CHAPTER 5. DETAILED ANALYSIS AND INTERPRETATION...15

5.1. Qualitative Analysis..15
5.2 Quantitative Analysis.24
5.3. Summery Interpretation........27

CHAPTER 6. CONCLUSION.29

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 LIST OF FIGURES

Figure 1: Pictorial representation of affiliate marketing concept.2

Figure 2: Working Of CPA System..3
Figure 3: Age...13
Figure 4: Gender..14
Figure 5: Income..14
Figure 6: Highest Education Level..15
Figure 7: Number of online respondent..16
Figure 8: User Preference.16
Figure 9: Trust Level...17
Figure 10: Attitude..18
Figure 11: Indignity.19
Figure 12: Price Perception.20
Figure 13: Advertisement Utility.21

LIST OF TABLES

Table 1: P-Value Independent t-Test....22

Table 2: P-Value For Chi Square Test..23
Table 3: Pearson Coefficient and P-Value For Correlation...24

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 ACKNOWLEGDEMENT

I have taken efforts in this project. However, it would not have been possible without the kind
support and help of many individuals and organizations. I would like to extend my sincere
thanks to all of them.

I am highly indebted to Mr. Arjun Khera, founder as well as my industry guide for his
guidance and constant supervision as well as for providing necessary information regarding the
project & also for their support in completing the project.
I would like to express my gratitude towards my faculty guide Mr. Ritesh Dwivedi for his co-
operation, encouragement as well as his valuable input, which helped me in completion of this
project.

I would like to express my gratitude towards member of Skillmate for their kind co-
operation and encouragement, which help me in completion of this project.

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ABSTRACT

The research paper examines the impact of Affiliate marketing on consumer behavior with respect
to m-commerce in Delhi NCR. Descriptive research design is used in the study. The research uses
primary data with the help of survey method. The questionnaire consisted of 21 items, which is
divided into 6 parts: demographics, Trust, attitude, indignity, Price perception and advertisement
utility. An online survey is conducted that covered Delhi NCR region only. The sample size of 119
respondents is taken. Convenience sampling is used. The research analysis uses Chi Squared test to
check the relationship between trust and gender, attitude and gender, indignity and gender, price
perception and gender as well as advertisement utility and gender of the consumer. Correlation is
used to measure the relation between trust, attitude, indignity, advertisement utility and price
perception of the consumer. The research proves that trust, attitude, indignity and price perception
are dependent on the gender of the consumer. The research also shows that there is a positive, high
and statistically significant relation between indignity and advertisement utility and a positive,
medium and statistically significant relation between Attitude and Advertisement utility, price
perception and advertisement utility as well as Attitude and Price perception.

Keyword
Affiliate Marketing, CPA, m-commerce, consumer behavior, Chi Squared Test, Correlation,

JEL Classification
The JEL classification system was developed for use in the Journal of Economic Literature (JEL),
and is a standard method of classifying scholarly literature in the field of economics.

Our study falls under following journal classifications:

C14: Semi-parametric and Nonparametric
M37: Advertising
M00: General

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 APPENDIX

Chi-Square Tests Table1: To test the

relationship
Asymptotic between trust and
Significance (2- gender.
Value df sided)
Pearson Chi-Square 8.718a 8 .367
Likelihood Ratio 9.279 8 .319
Linear-by-Linear Association .117 1 .732
N of Valid Cases 119
a. 12 cells (66.7%) have expectedChi-Square Tests
count less than 5. The minimum expected count is .
34.
Value df Asymptotic
Significance (2-
sided)
Pearson Chi-Square 13.557a 11 .258
Likelihood Ratio 15.486 11 .161
Linear-by-Linear Association 1.837 1 .175
N of Valid Cases 119
Table 2: To measure
a. 17 cells (70.8%) have expected count less than 5. The minimum expected count is the relationship
.34. between attitude and
gender

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 Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Table 3: To
Pearson Chi-Square 11.621a 8 .169
test the
Likelihood Ratio 12.230 8 .141 relationship
between
Linear-by-Linear Association 4.705 1 .030
indignity and
gender
N of Valid Cases 119
a. 12 cells (66.7%) have expected count less than 5. The minimum expected count is .67.
Chi-Square Tests
Value df Asymptotic
Significance (2-
sided)
Pearson Chi-Square 14.845a 8 .062
Likelihood Ratio 15.426 8 .051
Linear-by-Linear Association 4.564 1 .033
N of Valid Cases 119
a. 12 cells (66.7%) have expected count less than 5. The minimum expected count is .34.

Table 4: To measure the relation between price perception and gender

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 Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 45.221a 30 .037
Likelihood Ratio 56.094 30 .003
Linear-by-Linear Association .103 1 .749
N of Valid Cases 119
a. 59 cells (95.2%) have expected count less than 5. The minimum expected count is .34.

Table 5: To measure the relationship between advertisement utility and gender

Table 6: To measure correlation between trust and attitude

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 Correlations
Trust Attitude
Trust Pearson Correlation 1 .387**
Sig. (2-tailed) .000
N 119 119
Attitude Pearson Correlation .387** 1
Sig. (2-tailed) .000
N 119 119
**. Correlation is significant at the 0.01 level (2-tailed). Table 7: To measure
correlation between trust and
indignity

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 Correlations
Table Trust Advertiseme 8: To measure correlation between
trust Correlations and Price perception
nt_Utility
Trust Indignity
Trust Pearson 1 .268**
Trust PearsonCorrelation
Correlation 1 .091
Sig.Sig.
(2-tailed)
(2-tailed) .324
.003
NN 119
119 119119
**
Advertisement_Util
Indignity Pearson
Pearson Correlation .268
.091 1 1
ity Correlation
Sig. (2-tailed) .324
Sig. (2-tailed) .003
N 119 119
N 119 119
Correlations
**. Correlation is significant at the 0.01 level (2-tailed).
Price_Percepti
Trust on
Trust Pearson Correlation 1 .138
Sig. (2-tailed) .133
N 119 119
Price_Perception Pearson Correlation .138 1
Sig. (2-tailed) .133 Table 9: To
measure correlation
N 119 119 between trust and
advertisement utility

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 Table 10: To measure correlation between attitude and indignity

Correlations
Attitude Indignity
Attitude Pearson Correlation 1 .257**
Sig. (2-tailed) .005
N 119 119
Indignity Pearson Correlation .257** 1
Sig. (2-tailed) .005
N 119 119
**. Correlation is significant at the 0.01 level (2-tailed).
Table 11: To measure correlation
between attitude and price perception

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 Correlations
Price_Percepti
Attitude on
Table 12: To measure
Attitude Pearson Correlation 1 .459** correlation between
Sig. (2-tailed) .000 Advertisement utility and
attitude
N 119 119
Price_Perception Pearson Correlation .459** 1
Sig. (2-tailed) .000
N 119 119
**. Correlation is significant at the 0.01 level (2-tailed).
Correlations
Advertiseme
nt_Utility Attitude
Advertisement_Utility Pearson 1 .733**
Correlation
Sig. (2-tailed) .000
N 119 119
Attitude Pearson .733** 1
Correlation
Sig. (2-tailed) .000
N 119 119
**. Correlation is significant at the 0.01 level (2-tailed).

Table 13: To measure correlation between indignity and price perception

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 Correlations
Correlations
Price_Percept
Indignit Advertisemen
Price_Perce
y ion ption t_Utility
Price_Perception
Indignity Pearson Correlation 1
Pearson 1 .087 .514**
Sig. (2-tailed)
Correlation .000
N
Sig. (2-tailed) 119 .346 119 Table 14: To measure
correlation between
Advertisement_Utility PearsonNCorrelation 119 .514** 119 1 indignity and
Price_Perception Sig. (2-tailed)
Pearson .087 .000 1 advertisement utility
Correlation
N 119 119
**. Correlation Sig. (2-tailed)at the .346
Correlations
is significant 0.01 level (2-tailed).
N 119
Indignity 119
Advertisement
_Utility
Indignity Pearson Correlation 1 .809**
Sig. (2-tailed) .000
N 119 119
Advertisement_Utili Pearson Correlation .809** 1
ty Sig. (2-tailed) .000
N 119 119
**. Correlation is significant at the 0.01 level (2-tailed).

Table 15: To measure correlation between price perception and advertisement utility

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