Information Technology and Asda's Marketing

This assignment explores the role of Information Technology (IT) in Asda's marketing activities. It asks respondents to evaluate the impact of IT on various aspects like cost-effectiveness, customer reach, and brand image. The survey delves into the sources of IT utilized for marketing, the benefits and drawbacks of its implementation, and how IT enables Asda to gain insights into competitor strategies. Finally, it seeks opinions on how Asda can further leverage IT to enhance its market performance.

To examine the effects of Information Technology
(IT) on Marketing of organization: A case study of
ASDA

TABLE OF CONTENTS
Acknowledgment.............................................................................................................................4
Abstract............................................................................................................................................5
CHAPTER 1: INTRODUCTION....................................................................................................6
1.1 Background of the study........................................................................................................6
1.2 Research aim and objectives..................................................................................................8
1.3 Research questions.................................................................................................................8
1.4 Significance of the study........................................................................................................9
1.5 Structure of the study.............................................................................................................9
Chapter 2 : Literature review ........................................................................................................11
2.1 Introduction..........................................................................................................................11
2.2 Role of information technology in today's competitive world ...........................................11
2.3 Sources of information technology through which marketing can be done........................14
2.4 Role of IT in marketing products of retail organizations.....................................................16
2.5 Impact of information technology on marketing tactics of firm..........................................19
2.6 Conclusion...........................................................................................................................21
Chapter 3: Research methodology.................................................................................................22
3.1 Introduction .........................................................................................................................22
3.2 Research philosophy ...........................................................................................................22
3.3 Research approach ..............................................................................................................23
3.4 Research type.......................................................................................................................23
3.5 Data collection ....................................................................................................................24
3. 6 Research design .................................................................................................................25
3. 7 Sampling.............................................................................................................................25
3.8 Data analysis .......................................................................................................................26
3.9 Reliability and validity ........................................................................................................26
3.10 Ethical consideration..........................................................................................................27
3.11 Limitations of the study ....................................................................................................27
Chapter: 4 Findings and results .....................................................................................................28
4.1 Introduction .........................................................................................................................28
4.2 Description of sample .........................................................................................................28
2

4.3 Results and Analysis............................................................................................................28
Chapter : 5: Conclusion and recommendations.............................................................................47
5.1 Introduction .........................................................................................................................47
5.2 Summary of results..............................................................................................................47
5.3 Conclusion ..........................................................................................................................48
5.4 Recommendation.................................................................................................................50
5.6 Contribution of the study ....................................................................................................52
5.5 Limitations ..........................................................................................................................52
5.6 Directions further research...................................................................................................52
REFERENCES..............................................................................................................................53
Appendix .......................................................................................................................................56
3

ACKNOWLEDGMENT
First of all I owe my gratitude to my mentor who has motivated me and guided me during
the entire study. I am also very thankful to all those people which has supported me in carrying
out this study in the best possible manner. Along with this, I owe my thanks to my friends and
family members for their support which they have provided to me while carrying out this study.
In the end, I would like to thank my team members and colleagues who have assisted me in
collecting data from various sources and analyzing the same.
4

ABSTRACT
The main purpose behind carrying out this study is to assess the effects of Information
Technology (IT) on Marketing of organization. Information technology has been started to play
very important role in success of businesses. In order to analyse the tools of information
technology and its effect on marketing supermarket sectors in retail industry of UK has been
selected. In order to carry out the present study in more appropriate manner Asda which is one of
the leading brands in supermarket sectors has been taken into consideration. Furthermore, with
the help of this study, the organization will become aware about the ways through which it can
improve its overall marketing activities. It has become very important for businesses such as
Asda which are operating in retail industry to carry out effective marketing activities as the
competition among businesses has become very intense.
There are various tools of information technology such as emails and social media which
helps businesses to promote their products and services. Along with this, it also supports
businesses in developing good relations with all its potential customers. In the present study,
both primary and secondary sources of data collection has been used. The primary information
about effects of Information Technology (IT) on Marketing of organization is gathered from
marketing employees of Asda. On the other hand, various books, journals and online sources are
used to collected secondary data. The researcher has used qualitative technique of data analysis
in which various themes are developed to present findings of the study. After carrying out this
study, it can be concluded that information technology has direct and positive impact on the
overall marketing activities of Asda.
5

CHAPTER 1: INTRODUCTION
1.1 Background of the study
The role of information technology is imperative in today's scenario because of changing
life style of people and globalization of businesses. For every business it is very important to
make use of upgraded information technology thereby competitive edge can be created. It is the
only technology which facilitates corporation to expand business at global level and increase
customer base (Clow, 2007). With the help of effective communication technologies
management of corporation create positive attitude among buyers. This is because technology
reduces impact of barriers related to distance, integration and collaboration (Barnes and
Scornavacca, 2004). Without making use of upgraded technology it is impossible for retail
industry to survive in competitive market for long run. However, marketing and communication
technology both are related to each other. It is because if company uses effective marking tactic
to attract customers then there will be use of technology. It supports businesses to interact with
number of parties and address issues which are being faced by them. In this regard, technologies
used by current businesses are; social media, mobile phones and internet (Mangold and Faulds,
2009). All these technologies facilitate companies to explore their network through wide areas
and communicate detail related to products and services among large number of buyers. It shows
that in order to formulate effective marketing strategies businesses require active role of
technologies (Duermyer, 2015). At this juncture, IT corporations are developing different kind of
technologies and promoting their offering by using right kind of mode of communication. For
example, website and social media marketing are used by organizations to make customers
aware with regards to product and services (Lin and Huang, 2006).
Present study is based on Asda Stores Limited, a British founded supermarket that
provides Grocery, financial services and general merchandise. The cited organization lays
emphasis on marketing promotion in context of price (ASDA, 2016). It facilitates to attract more
buyers. However, information related to price and other promotional offers are communicated
with use of effective techniques like internet. It is the only way to create competitive edge of the
firm along with increased rate of return as well as high customer base. The division of Asda
Supermarket formed in 2009 and the number of its outlets increased till 26 by 2010. “Asda
Living” is first general merchandise store of Asda which consists of non-food range such as
6

electronics, toys, clothing and health as well as beauty products. Along with that, homewares are
also included to meet requirement of different kind of buyers. Thus, company offers it wide
range of products and services with help of effective marketing strategies. It leads to create
competitive edge and meet long as well as short term objectives of firm (Ghazisaeedi, Pitt and
Chaharsooghi, 2007). Company has started its online retailer services in 1998 to avail products to
customers in easy manner. Such kind of innovations increased flow of production and sales
turnover of organization as it addressed time related issues of potential buyers. Furthermore,
there are some competitors of Asda such as Tesco, Marks & Spencer and Sainsbury. However,
Tesco is the major competitor which adopts number of marketing strategies with the use of
effective communication technique. In this regard, Asda also uses appropriate tools and
procedure to target large number of buyers (Pracejus and Olsen, 2004).
The field of marketing requires innovation and creativity in its products and services.
Asda used its 'Asda price' campaign to attract more buyers and influence them to take quick
purchase decision. Similarly, '” That's Asda Price” and 'Jingle' are some of its advertisement
through which marketing scenario was made effectively. It shows that, for promoting such kind
of offers company uses information technology by preparing right advertisement. It reflects that
companies actively form strategies by taking into account effective information technology
(Kim, Choi, Qualls and Han, 2008). Without assistance of upgraded technology creation of
competitive edge becomes quite typical task. This in turn management uses effective
technologies to achieve their goal by putting equal attention on price, cost and growth of
corporation in long run.
Retail sector requires interacting with customers in order to attract them towards products
and services (Lu and Julian, 2007). However, increasing competition is the serious issue through
which company faces problem in retaining customers for longer time span. In current era
technology is becoming the necessity of every business so that they can communicate with their
buyers (Wong, Chan and Leung, 2005). Also, use of upgraded technology aid to provide
additional services and get feedback from customers on right time. At this juncture, management
of corporation need to use appropriate technique for marketing of products and services.
However, the major problem faced by company is related to use of appropriate technology in
formulating marketing strategy. Owing to this, present research is conducted to examine the
7

effects of information technology in today's competitive supermarket sector. It lays emphasis on
role of IT department in marketing of selected organization. Therefore, analysis has been been
done to assess the various information technology and selection of the best one in order to
approach large number of buyers on right time. Furthermore, positive and negative aspects of
information technology have been assessed which in turn marketing is done in an effectual
manner.
1.2 Research aim and objectives
Research aim and objectives are formulated as follows which assist researcher to conduct
study in right manner-
Aim:
To examine the effects of Information Technology (IT) on Marketing of organization: A
case study of ASDA.
Objectives
The objectives of study are made in accordance with aim. It is because a single aim of the
research is broken into small parts to gather relevant information in appropriate manner. These
are formulated as follows-
 To identify the role of information technology in today's competitive supermarket sector
 To analyze various information technology source through which marketing can be done
by ASDA
 To examine the role of IT on marketing of ASDA
 To recommend various ways through which ASDA can improve their marketing
1.3 Research questions
Research questions are formulated as per the aim and objectives of study. It enables
scholar to conduct study in right manner and collect large amount of data for the same. For the
current study on examination of effects of information technology on marketing of organization
following research questions are made-
 What is the role of information technology in today's competitive supermarket sector?
 Analyze sources of information technology through which marketing can be done by
ASDA?
 What is the role of IT on marketing of ASDA?
8

 What are different ways through which ASDA can improve its marketing?
1.4 Significance of the study
Information technology has vital role in implementation of effective marketing strategies
of an organization. It facilitates to reduce time taken in implementing marketing strategies and
also bring positive outcome for organization in less time (Mangold and Faulds, 2009). However,
it is very important for corporations to select appropriate tools on the basis of monetary and non-
monetary cost (Arnott and Bridgewater, 2002). Owing to this, present study has been conducted
to examine effect of information technology on marketing. It aids to provide detail information
with regards to contribution of IT in successful operation of business. Thus, study provides valid
suggestions to organizations operating in retail industry. It assists management to choose the best
technique on the basis of requirement of business so that competitive edge can be created along
with increased rate of return. Furthermore, present study is helpful for those who are doing thesis
in the field of marketing or information technology. The support is provided to them in writing
literature review and drawing valid conclusion on the basis of findings of the study. Moreover,
current dissertation on examination of effects of information technology on marketing proves to
be effective in other industries like hospitality and leisure. It enables management to resolve
issues which are being faced in the field of marketing.
1.5 Structure of the study
The structure of dissertation is the very important which provides detail information
related to all chapter to be covered in the study. It assists readers to gather necessary information
of study to draw valid conclusion effectively. Following chapters are covered in the current
study- Chapter 1: Introduction-It is the basic chapter of study which consists of background,
rational as well as aim and objectives. It assists readers to gain deep understanding with
regards to research topic or problem under investigation. This section of dissertation also
provides general introduction related to research topic and selected organization. Chapter 2: Literature review-This is the second chapter of study which is completed in
accordance with research aim and objectives. Under this researcher gathers secondary
information related to topic to produce valid outcome for the study.
9

 Chapter 3: Research methodology-After completion of second chapter, the next chapter
of research methodology begins. It provides description related to research methods used
in the study for the purpose of data collection, analysis and sampling. This chapter aids to
conduct study in structural manner to produce valid outcome. Chapter 4: Data analysis-The chapter of data analysis is started after completion of
research methodology. This chapter actually depicts evidence related to collected data
and achievement of research aim and objectives. It assists scholar to draw meaningful
outcome and accordingly provide recommendation to resolve the described research
problem. This in turn strong base is provided to research so that research aim and
objectives can be fulfilled. Chapter 5: Recommendations and conclusion-This is the last chapter of dissertation
where researcher discuss the findings of fourth chapter. It aids to provide
recommendation in accordance with results. Furthermore, valid conclusion is drawn in
order to show outcome in right manner.
10

CHAPTER 2 : LITERATURE REVIEW
2.1 Introduction
Literature review is a very important aspects of a dissertation in which a scholar present
the data collected from various secondary sources. This part highlights the view point of various
authors and other researchers on the topic under investigation. It also helps scholar to find out the
areas which were lacking in previous researches conducted on the same topic. The topics
covered in the present study includes role of information technology in today's competitive
world, sources of information technology through which marketing can be done, role of IT in
marketing products of retail organizations, impact of information technology on marketing
tactics of firm. This section will provide the researcher with in-depth knowledge about effects of
Information Technology (IT) on Marketing of organization.
2.2 Role of information technology in today's competitive world
In the present scenario, information technology has become the very important aspects of
every business organization. From big multi-nation organizations to a small business, technology
has started to play a significant role in growth and development of a company. According to
Davenport, (2013) technological advancements in the field of communication helped business at
international level to interact with each other in a very cost effective manner. On the other hand,
it has also helped business to carry out their marketing activities in impressive manner and get
the best results (Davenport, 2013). With the introduction of computers, the entire operations and
activities of organizations has gone to a next level (Sozinova and Fokina, 2015). Technology
supports in making sure that various department of a company functions smoothly. Businesses
also become capable of identifying changes happening in global business environment with the
help of technological tools and techniques. As per the view of Bhatt, Grover and GROVER,
(2005) organizations are also able to meet the demand and supply of their products and services
in the best possible manner. Technology has also provided outstanding results and benefits in the
field marketing (Bhatt, Grover and GROVER, 2005). Nowadays with the help of tools such as
customer relation management system, businesses can easily identify their target customers and
market. This help them to grow and expand their operations in a very efficient manner. has
explained that Jayachandran and et al (2005) technology also assist in developing and maintain
11

good relationship with all the potential customers. IT and marketing when works together they
contribute a lot in the growth and success of a firm (Jayachandran and et al 2005).
In the modern era, information technology has become one of the key and a major driving
force in most of the businesses. One of the main reason behind using is IT is that it helps
organizations to manufacture and sale their products in effective manner. However, Brady,
Fellenz and Brookes, (2008) argued that along with benefits, information technology has some
disadvantages which needs to be taken care of by companies. This includes expenses and cost
which are required to bear by businesses at the time of implementing IT (Fellenz and Brookes,
2008). Sometimes organizations needs to incur expenses on hardware, software and on training
of workers which are not familiar with the two. To a certain extent the maintenance of system is
also very costly. Businesses that use advanced information technology are required to appoint
skilled technician which are capable enough to deal with problems associated with troubleshoot
and repairs. As per the view of Cravens and Piercy, (2006) it is only because of information
technology that businesses are now able to sell their products and services via online. This has
reduced overall cost as organizations are not required to bear expenses such as rent, electricity
and staff at the time of operating online (Cravens and Piercy, 2006).
In the present scenario, both marketing and information technology has become essential
for success of an business enterprise. Marketing helps organization to make people in market
aware about its products and services offered. Along with this, it also aims at creating need and
demand in the mind of customers. On the other hand, information technology supports in
lowering down cost and operate in more effective manner. Nowadays the integration of IT and
firms marketing activities have started to provide various benefits to organizations (Overby,
Bharadwaj and Sambamurthy, 2006). The introduction of technological tools such as emails,
mobiles, social media etc. have taken companies to new heights of success. Today most of the
firms are using marketing strategies which are integrated with information technology. At the
time of using information technology in marketing, businesses are required to become aware
about its advantages and disadvantage. Technological has changed the way how businesses used
to carry out their marketing activities in order to attract customers and increase sales. Along with
it has also provided the marketers with some cost effective techniques to advertise and promote
their products.
12

Now people in market have wide variety of options available with them in terms of
selecting products and services. In the present scenario, information technology has made the
entire shopping experience of people in market very convenient. Now customers can place order
and purchase products just on one click. On the other side of this, Trainor and et al (2011) has
explained that information technology has resulted in elimination of job which is a big problem
for businesses. In current scenario, businesses can do most of their activities with the help of IT.
This includes process of paperwork and calculation of various financial transactions (Trainor and
et al 2011). Now technology is performing all those task which were used to be performed by
employees of an organization. People in businesses are now facing difficulties in securing their
job in the future.
As per the view of Borges, Hoppen and Luce, (2009) majority of companies today rely
on information technology in order to carry out fast communication, market research and process
their data. There are various benefits associated with implementation of IT system in
organizations (Borges, Hoppen and Luce, 2009). This interludes enhancement of processes,
attaining cost efficiencies, increasing profits and getting competitive advantage over other
market players. Nowadays the competition among businesses in every sector has become so
intense that it has become very difficult for organizations to retain their old customers and attract
new ones. Shankar and et al (2010) has asserted that by integrating information technology with
objectives, businesses retain their customers by serving them more effectively. Other than this, it
can be stated that information technology has also helped businesses and people to communicate
with each other in a better manner (Shankar and et al 2010).
Now people in market are available with tools such as video conferencing in order to
interact with each other. This has made operations and activities of international businesses more
smooth and effective. However, Horbach, Rammer and Rennings, (2012) argued that
information technology has various kind of security issues which are required to be taken care
oft by businesses. It is not difficult for hackers to hack emails and other communication of
organizations (Horbach, Rammer and Rennings, 2012). Some people can also access personal
and private information of companies which they are not allowed to access. Along with this,
organizations are also required to make sure that proper training has been provided to all their
employees to make use of information technology. According to the view point of Doyle and
13

Bridgewater, (2012) firms may find it very difficult to train their old workers as they can face
variety of problems at the time of learning.
2.3 Sources of information technology through which marketing can be done
As per the view of Trainor and et al (2011) marketing can be defined as the process
through which business promote and sales its services and products in marketplace. To a great
extent, success of business enterprise depends on the kind of marketing activities which it has
carried out (Trainor and et al 2011). Further sales, promotion, public relation and advertisement
are some important elements of marketing. In the present scenario, very business whether large
or small is required to use various kind of tools and techniques of marketing in order to attract
more customers and increase sales (Schillewaert and et al 2005). By offering people with
excellent and attractive packaging, quality products and good features, organizations are able to
develop a sense of satisfaction among them. Along with this, marketing also helps in marking
people in market aware about the products and services offered by a particular business
enterprise. Stone, Good and Baker-Eveleth, (2007) has explained that there has been variety of
development done in the field of marketing and the use of information technology is one of the
major developments. There was a time when companies were required to use traditional
marketing tools such as advertisement on newspapers, television and radio (Stone, Good and
Baker-Eveleth, 2007).
Information technology has provided businesses with new and effective tools such as
blogs, customer relationship management, emails, websites, social media etc. According to
Wang, Hu and Hu, (2013) IT tools has resulted in marking marketing of companies more strong
and result oriented. Nowadays, organizations provided variety of information to people in market
with the help of blogs. It can be stated that blogging has become a trend in marketing and it is
used by businesses to make targeted audience aware about its products and services (Wang, Hu
and Hu, 2013). Information technology has also introduced tools such as customer relationship
management which has made operations of businesses more smooth and effective (Bravo,
Santana and Rodon, 2015). Every firm needs to understand the changing need and demand of
people in market. Along with this, it is also required to respond quickly to those identified needs
in order to retain customers and earn desired profits. Maklan, Peppard and Klaus, (2015) has
stated that applications such as customer relationship management software has helped
14

organizations to developed better and long terms relation with their customers (Maklan, Peppard
and Klaus, 2015).
Now companies carry out activities such as sales call and presentations to stay in touch
with all its potential customers. Such type of activities would be very difficult to perform without
the help of information technology. Information technology tools such as presentations has
emerged as very potential element in the field of marketing (Davenport, 2013). One of the core
aim of companies behind carrying out marketing is to attract more and more customers.
Therefore, IT sources such as presentations helps marketers to make people aware about new
products and services or modifications in exiting ones. On the other side of this, Molenaar,
(2013) has argued that the biggest source of information technology which has helped companies
in carrying out their marketing activities is social media. The growing use of social networking
sites such as Facebook and Twitter has provided businesses with a highly potential platform to
sale their products (Molenaar, 2013). Many brands in the world interact with their customers
with the help of official Facebook page or by Twitter account (Mithas and Goh, 2012).
Companies attract customers by making them aware about their new products, services and
features. Along with this, variety of schemes and offers are also communicated to customers with
the help of these social networking sites.
As per the view of Tafti, Mithas and Krishnan, (2013) retail organizations such as Asda,
Tesco, Sainsbury all have their official pages on Facebook through which these businesses
interact with their customers. Technology has also provided firms with tools such as email and
website (Tafti, Mithas and Krishnan, 2013). Nowadays marketing can be easily carried out by
brands with the help of emails. Customers are being mailed about new schemes, offers, products
and services. This creates awareness among people and also support in increasing brand loyalty.
Effective massages are developed by marketers for their target customers and are sent to them
with the help of emails (Shankar and et al 2010). IT has helped businesses to create their own
websites so that people can become aware about the products and services offered. Customers
are also encouraged to give their views and opinions regrading companies. All these reviews are
being considered by organizations at the time of developing products and services in the future.
However, Lin and Atkin, (2014) argued that marketing has become more effective and
easy with the help of various sources provided by information technology. Organizations do not
15

have too many difficulties in promoting products and services to their target market (Lin and
Atkin, 2014). Along with this, companies are well aware of this fact that in order to gain high
market share they are required to focus on their marketing activities. During promotional events,
sources of information technology such as presentation helps business to communicate new
concept, ideas and products in more effective manner. Customers are made aware about the
products or services with the help of audio and visual presentations (Hulbert and Harrigan,
2015). This attract people and encourages them to buy products and services of a particular brand
at-least for once.
2.4 Role of IT in marketing products of retail organizations
The competition among all businesses operating in retail sector of UK has become very
intense. Bienstock, Stafford and Stafford, (2015) has explained that customer base is very limited
and number of companies operating in this sector is very high. This has resulted in making the
customers available with wide variety of options available with them. In addition to this, now it
has become difficult for companies to attract more new customers and retain their exiting ones.
As per the view of Agnihotri and et al (2015) high level of competition is one of the main reason
behind businesses in retail sectors have increased their efforts on activities such as marketing.
The marketing operations of retail sector are very complex and information technology has
played very important role in managing the same (Agnihotri and et al 2015). IT has supported
retail businesses such as Asda, Tesco and Sainsbury to carry out market research in very
appropriate manner.
Such kind of studies assist these retail brands to understand trends and need of people in
market. However, Ahmadi and O'Cass, (2015) argued that not only in market research,
information technology has also played a great role in developing marketing plans and strategies.
It can be stated as a market grows, it becomes more complex and potential (Ahmadi and O'Cass,
2015). With the help of IT, retail brands are not able to carry out their marketing activities in
more effective manner. Companies such as Asda develop marketing plans and strategies on the
basis of its customers data. Further it can be explained that information technology helps in
managing those data and converting the same into useful information. Bravo, Santana and
Rodon, (2015) has explained that IT supports businesses such as Tesco in anticipating and
managing changes in buying behaviour of customers. This has resulted in developing better
16

strategies related to marketing (Bravo, Santana and Rodon, 2015). Nowadays retail businesses
are able to interact with their potential customers with the help of technological tools such as the
internet, social media, mobile phones etc.
On the other side of this, Davenport, (2013) has asserted that marketing activities has
now become more cost effective because of information technology. Retail organizations are not
required to invest huge amount of financial source to advertise and promote their products
(Davenport, 2013). In the current scenario, companies in retail sector have started to focus more
on tools such as mobile marketing, email marketing and social media marketing. This has not
provided retail brands with higher sales but also provided with competitive advantage (Trainor
and et al 2011). Nowadays these retailers use emails and messages to interact with them and
promote products or services. Most of the companies carry out marketing with an objective of
getting competitive advantage over other market players. Brady, Fellenz, and Brookes, (2008)
has explained that with the help of technology, businesses are able to deliver products and
services in appropriate manner. This results in making customers happy and increasing their
loyalty towards a particular brand (Brady, Fellenz, and Brookes, 2008). Use of highly upgraded
technology speed up all the services and manufacturing process which leads to competitive
advantage. The concept of marketing also aims at strengthening brand name of an organization.
Borges, Hoppen and Luce, (2009) argued that it is only because of information
technology that businesses such as Asda, Sainsbury, Tesco are able to emerged as the biggest
brands in retail sector of UK (Borges, Hoppen and Luce, 2009). After offering quality products,
all these brands use social media sites such as Facebook and Twitter to build customer base
(Maklan, Peppard and Klaus, 2015). The retail organizations always ensure the fact that relevant
and interesting information is uploaded on social media sites to catch the attention of people. It
can be stated that the tools provide by information technology may not provide instant results but
in long these can be the biggest source for increasing sales and profitability. Now these brands
are able to understand the need and demand of people in market in better way. On the basis of
this understanding, effective strategies and plans related to marketing are developed. As per the
view of Horbach, Rammer and Rennings, (2012) technology has made activities such as
customers surveys, online experiments and market intelligence more easy. Other than this, it can
17

be stated that IT tools such as search engine marketing has also helped businesses to achieve
their marketing objectives (Horbach, Rammer and Rennings, 2012).
The key tools used by companies includes search engine optimization and Google Ad
Words. Majority of firms in the sector are well aware of the fact that it is very important to retail
exiting customers (Hulbert and Harrigan, 2015). In addition to this, it can be also stated that it is
more costly and difficult to attract new customers as compared to retaining old ones. Retail
organization uses email and mobile to advertise and promote their products and services to all
customers. This creates sense of satisfaction among existing customers as they start perceiving
that organization is really taking care of them. Overby, Bharadwaj and Sambamurthy, (2006) has
evaluated that technology has also resulted in changing the way of advertisement. In the present
scenario, retail businesses are able to customize their ads towards more specific market and
audience (Overby, Bharadwaj and Sambamurthy, 2006). Companies are now available with
options such as online advertisement to promote and market their products (Crittenden and
Crittenden, 2015). Rather than displaying ads on television, newspapers and radio companies
have started to focus more on banner advertisement on web.
As per the view of Doyle and Bridgewater, (2012) information technology is helping
retailers to enhance their performance by increasing sales and profitability. People often see ads
of products and services when they open their account on social networking sites such as
Facebook and Twitter (Doyle and Bridgewater, 2012). Along with this, it can be also stated that
information has given rise to some cost effective forms of marketing and advertisements.
Marketers can easily divert or alter their ads on the basis of their target customers. For instance if
company wants to attract health conscious people for a new brand of healthy breakfast cereals
than they can displays ads on only those websites which provides health related information.
Therefore, it can stated that by only providing ads to irrelevant people, companies are able to cut
down overall cost of advertisement.
Technology has helped businesses to connect with the entire world in easily. According
to Maklan, Peppard and Klaus, (2015) the use of technology has also changed the entire way in
which firms communicate with their customers while marketing their products. Before
developing marketing strategies, businesses can take feedback and review form customers with
the help of various tools related to IT (Maklan, Peppard and Klaus, 2015). The advertisement
18

displayed on websites and other pop ups also encourages people in the market to try the product
or service at-least for once (Ahmadi and O'Cass, 2015). Technological tools has helping
organizations to gain the attention of people in the market which is one of the basis objectives of
marketing. In addition to this, IT is also proving very effective in terms of developing and
managing public relations. On the other side of this, Lin and Atkin, (2014) has argued that it is
not easy for companies to adopt new and up-graded technology at regular intervals as it keeps
changing frequently. Further, firms are also required to train employees regarding the use of new
technology which is also very costly (Lin and Atkin, 2014). Promotion is very important part of
marketing and it can be stated that information technology has supported in firms to generate and
deliver automated messages. This has helped in promoting products in far better way and
creating awareness regarding the same. Along with this, nowadays businesses have also
developed their official websites from where customers can become aware about the kind of
products and services which has been offered.
2.5 Impact of information technology on marketing tactics of firm
Agnihotri and et.al., (2015) has explained that technology has its own positive and
negative effects which are required to be take care of. It can be stated that information
technology has resulted in the increasing opportunities for growth and development to companies
(Agnihotri and et.al., 2015). At the time of operating in different markets, businesses can carry
out video conferences to developed effective marketing plans for all markets. This has helped in
saving cost associated with traveling as employees are not required to travel. On the other side of
this, Jayachandran and et.al., (2005) has stated that technology has resulted in cutting down the
time required to carry out marketing activities. For instances, firms needs to have proper
knowledge regarding market trend, customers need and demand before developing marketing
strategies. Now market research can be carried out by organizations in less time over with the
help of information technology. Surveys can be conducted over internet to gain adequate and
relevant data related to market.
However, Cravens and Piercy, (2006) argued that firms relying very much on technology
can standstill if there system breakdowns. Therefore, it can be stated that limited use of IT in
field of marketing is very good for businesses but relying completely on the same is not
appropriate (Cravens and Piercy, 2006). Technological innovations such as tablets has assisted
19

businesses to carry out sales promotion in effective manner. Nowadays companies has also
developed their own applications in order to stay in touch with customers. People are just
required to download apps in order to buy products and services from retailer via online. As per
the view of Trainor and et.al., (2011) buying of latest and upgraded technology can be very
costly for companies and it can be have negative impact on entire financial performance of a
business enterprise. Other than this, it can be stated that technology can also create distraction
among employees while carrying out their marketing activities (Trainor and et.al., 2011). At the
time of promoting brands on social media sites, workers can be indulge in chatting and
messaging each other.
This results in waste of time and it can be also happen that desired results related to
marketing are not obtained. Technological tools such as customer relationship management is
good for businesses in terms of gaining high degree of customer loyalty. At the same time, its
negative impact is that it increases cost of firm. In the modern era, the use of information
technology has become very important for organizations in order to survive in marketplace
(Davenport, 2013). The innovations and advancements in the field of IT has provided aid to a
firms in terms of interacting and targeting potential customers. Furthermore, it can be also
explained that technology has changed companies entire way of marketing their products and
services. Businesses are not able to create and implement effective marketing campaigns in very
cost effective manner with the help of IT.
Borges, Hoppen and Luce, (2009) has evaluated that, in order to attract customers,
companies are just required to update information regarding new products and services on social
media sites. Marketing also lay emphasis on creating more and more satisfaction among the
mind of all customers (Borges, Hoppen and Luce, 2009). Information technology provides
people in market with options such as live chat and 24 hrs customer care. At the time of using
products and services, if people find any kind of difficulty then they can sort them out by using
the above stated services. This creates sense of satisfaction among customers and also encourage
them to stay loyal to a particular brand which is common objective of marketing. IT has also
lowered down the need of human resource in organization and this has created dissatisfaction
among the mind of people. Nowadays workforce is not required to carry out market research and
promotions (Wang, Hu and Hu, 2013). Majority of marketing activities can be carried out easily
20

with little personnel that are technological upgraded. Therefore, information technology has its
own set of advantages and disadvantages which needs to be taken into consideration at the time
of using the same.
2.6 Conclusion
It can be concluded that information technology has contributed outstanding in the field
of marketing. The advanced and technologically upgraded tools support businesses to developed
effective strategies to achieve their goals and objectives. It can be concluded that now it has
become very easy for businesses to communicate their ideas and views among target market and
customers. On the other hand, technology also have some sort of negative impact on human
resources of an organization. Now majority of marketing activities such as sales promotion,
advertisement can be done with the help of technology. This has lower down the need of human
resources in organizations. It can be concluded that information technology has its own
advantages and drawbacks in the field of marketing. Thus, businesses are required to take all of
them into consideration before taking any kind of decisions.
21

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodologies is third chapter of dissertation and plays very significant role in
the success of a study. In simpler terms, is the section which highlights and explains all the tools
and techniques adopted by a researcher to carry out research in the best possible manner
(Kothari, 2011). Further, this chapter also supports in deriving accurate findings after
completing the entire study. As per the nature and need of research, a scholar selects appropriate
techniques and tools. Some important elements covered in this chapter are research design,
approach, philosophy, sampling, data collection and data analysis. The reason behind why this
chapter is considered as important because it directly focuses on topic under investigation
without which research cannot be carried out effectively. It also includes elements such as
validity, reliably and ethical issues which are required to be taken into consideration by a
researcher.
3.2 Research philosophy
Research philosophy can be explained as belief and values of a scholar which supports
him/ her in achieving aim and objectives of research in the best possible manner. Along with
this, research philosophy also play important role in identifying whether objectives of the study
are achieved or not (Pring, 2014). Positivism and interpretivism are the two main type of
research philosophies which are used by scholar to carry out a study.
In the present study, the researcher has adopted for interpretivism philosophy with a
purpose to accomplish its aim and objectives in the best possible manner. The rationale behind
using this philosophy is that it is more subjective in nature and therefore will help in examining
the effects of Information Technology (IT) on Marketing of organization. Interpretivism
philosophy also relies on reality of researcher and therefore is more suitable as per the nature of
the present study. This philosophy has supported well enough in understanding whether use of
technology has positive or negative impact on marketing activities of Asda. On the other hand,
positivism philosophy is not used because of it is quantitative in nature and thus not appropriate
for the present research. The use of interpretivism philosophy has allowed the researcher to
access more reliable and accurate information from employees of Asda.
22

3.3 Research approach
Research approach can be defined as the way using which a scholar carry out study in
effective and best possible manner. At the time of choosing approach, researcher is required to
be very careful as to a certain extent, success and failure of study depends on the approach
adopted (Jackson, 2011). Further, research approach is divided into two main categories which
are inductive and deductive. The concept of deductive approach is that it test validity of all
assumptions or hypothesis developed. On the other hand, inductive approach contributes by
developing new generalizations and theories. The main motive behind using research approach is
to understand topic under investigation either in specific or in generalize form.
Inductive approach has been used in the current researcher to accomplish its aim and
objectives. The researcher has gathered information from the existing marketing employees of
Asda which are using information technology in various marketing activities. The rationale
behind using inductive research approach is that as per the nature of study, more generalize
information was required. Using deductive approach, the researcher would have gathered more
specific information which would not have been suitable. Further, using inductive approach the
researcher has been able to understand aim and purpose of the study more deeply. Along with
this, the scholar would have been required to choose sufficient size of sample in deductive
approach. Inductive approach has helped in selecting sample yet effective sample size to get
reliable information with regards to topic under investigation.
3.4 Research type
In simpler terms, research type can be considered as the nature of study upon which
various tools and techniques are being used by a researcher. In order to generate desired and best
possible outcome, every scholar is required to choose appropriate type before carrying out any
kind of study (Hine and Carson, 2007). Qualitative and quantitative are the two common and
mostly used types of researches. In quantitative researches, scholar use various kind of statistical
tools to present entire findings of study. On the other side of this, when scholar use qualitative
technique, then various themes are being developed to present findings of research.
In the present research, qualitative type of research has been adopted by the researcher. In
addition to this, information has been collected from the employees of Asda through a well
structured questionnaires. Data regarding the effects of Information Technology (IT) on
23

Marketing of organization is presented with the help of various pie charts and graphs. On the
other hand, themes are developed to present overall findings of the entire research.
3.5 Data collection
Every research is required to select appropriate sources of data collection in order to
increase effectiveness of study. Further, sources should be selected on the basis of the aim and
objectives associated with research (Terrell, 2012). It can be also stated that at the time of
collection data, scholar is required to be very careful as the entire effectiveness of study relies
upon the kind of information gathered from various sources (Clear and MacDonell, 2011).
Primary and secondary are the two main sources from which information related to a particular
topic can be collected. It can be explained that primary data is also termed as first hand
information as it has not been collected earlier by someone else. Some techniques through
primary data can be gathered includes observations, interview, questionnaire, semi-structured
interviews and survey method.
In order to achieve aim and objectives of this research, the scholar has used both the
sources of data collection. With the help of primary sources, the researcher has gained fresh,
reliable and accurate data regarding the effects of Information Technology (IT) on Marketing of
organization. The information has been collected from marketing employees working in Asda.
Further, a well structured questionnaire has been developed by keeping aim, objectives and
research questions of this study in mind. Along with this, the main motive of questionnaire is to
identify what kind of impact does information technology have on marketing activities of Asda.
Main reason behind using questionnaire as technique of primary data collection was that it has
supported in making the results of entire study more effective. The questionnaire is distributed
personally by scholar to all the respondents. On the other hand, information from secondary
sources such as books, journals and online sources are also taken into consideration. Work of
previous researchers is taken into account to identify what kind of impact information
technology has on overall marketing activities of a business enterprise. At the time of collecting
data, one of the main issues which has been faced by the scholar was to take prior permission
from management of Asda to allow its marketing employees to fill questionnaire. The researcher
explained aim and objectives of study which convinced management to give permission. Along
with this, employee were also feeling hesitated in providing information which was another
24

issues. The scholar communicated all employees that their information wont be revealed to
management and will be kept confidential. This has encouraged them to give the best and more
reliable information with regards to the topic of this study.
3. 6 Research design
Research design can be explained as a framework which helps a researcher in identifying
the actual problem associated with the topic under investigation. Further, design also play very
important role in obtaining the expected and more accurate findings of research (Creswell,
2013). There are various kinds of research approach such as explanatory, casual, case study,
experimental, descriptive etc. which can be used by a researcher. It is suggested that selection of
appropriate research design should be based on the nature of study.
In the current research, explanatory research design has been adopted by the researcher.
One of the main reason behind using this design is that it has helped in exploring all different
elements associated with the study. The scholar has been able to identify and analyse what kind
of impact does information technology have on marketing activities of Asda. Exploratory
research design has supported in identification of new concepts and ideas which are linked with
the topic under investigation. The reason behind not choosing any other research design is that it
would not have supported in exploring new ideas and concepts. Along with this, exploratory
research design has also supported in getting more relevant and accurate information with
regards to the topic under investigation.
3. 7 Sampling
The process of sampling is also a very important part of research methodologies as itr
deals with selection of suitable sample in order to collect primary information for research.
Sampling can be defined as the process in which a researcher selects suitable respondents and
method to collect data from those respondents (Smith and Dean, 2009). Probabilistic and non-
probabilistic are the two common method of sampling which are being used to collect data.
Further, it can be also stated that researcher needs to be very careful at the time of determining
sampling. Right sample can provide more accurate, reliable and useful information whereas
wrong selection of sample can negatively affect the overall effectiveness of research.
In the present study, purposive sampling technique which is a part of non-probabilistic
sampling method is adopted. Marketing employees of Asda have been taken as respondents in
25

order to collect information regarding effect of information technology on marketing of Asda.
Furthermore, the researcher has approached all respondents with the help of a well structured
questionnaire. One of the main reason behind selecting purposive sampling is that it has helped
in finding out the best respondents which has provided more reliable information about the topic
under investigation. The sample size selected for this particular study is 10 managers.
3.8 Data analysis
Every researcher performs the process of data analysis after collecting data from various
primary and secondary sources. It can be defined as the process in which a scholar evaluates
information in order to get the best findings (Herr and Anderson, 2014). Quantitative and
qualitative are the to most common technique used for analysing the information. Furthermore,
when data is present in non-numeric form, qualitative technique is used whereas quantitative
techniques is employed when information is available in numeric form.
In the present study, all the information was present in non-numerical form and therefore
the researcher has selected qualitative technique of data analysis. The collected data has been
presented by using various kind of charts and graphs. Scholar has also developed various kinds
of themes to present the findings in appropriate manner.
3.9 Reliability and validity
In order to make a study successful, research is required to take care of two important
factors which are its validity and reliability (Kothari, 2011). Both these elements has helped the
scholar in removing issues such as dissimilarity and inconsistency in the entire research. In
addition to this, the researcher has taken care of reliability in the entire research. It has been
conducted in similar manners and outcomes can be also termed as uniform. On the other side of
this, elements such as validity highlights the fact that whether the outcome of research can be
believed or not. At the time of carrying out this study, the researcher has collected data from
valid sources. Primary information is collected personally from employees of Asda. Therefore,
the information provided by them is true and reliable. Only those secondary sources which are
published after the year 2005 are taken into consideration. Further all the sources used for data
collection are valid and can be easily relied upon. Other than this, all the tools and techniques in
this study are adopted by keeping aim, objectives and all research questions in mind. Information
published before the year 2005 has been completely avoided by the researcher. At the time of
26

data analysis, the researcher has taken care of the fact that no partially or misrepresentation of
information takes places. This has also supported a lot in enhancing reliability and validity of the
study.
3.10 Ethical consideration
At the time of carrying out this study, the researcher has also taken care of all its ethical
aspects. For this study, the data collected from various sources is secured by scholar in the best
possible manner. Along with this, there has been no partiality done at the time of gathering
information for this study. The data collected is used by scholar only and it is nor revealed to any
other person. It can be also stated that before approaching respondents, prior permission has been
taken by researcher. This has helped in creating satisfaction among all the respondents and also
encouraged them to give best and more accurate information. Other than this, the data in the
study cannot be termed as influencing data. At last. The scholar will take care of the fact that
information collected from various sources will be destroyed after use.
3.11 Limitations of the study
There were many limitations and challenges faced by the researcher at the time of
carrying out this study. It can be stated that time and cost were the two major limitation
associated with this research. Employees of Asda were not able to provide appropriate time of in
giving information which can help in this study. Along with this, there was limited amount of
financial resources present and it was very costly top approach 10 employees of the organization.
Therefore, completing the research on time and within limited amount of financial resources was
the major limitations associated with this study.
27

CHAPTER: 4 FINDINGS AND RESULTS
4.1 Introduction
Data analysis is also termed as one of the most important chapter in dissertation
particularly when results of research rely upon primary data collected. Further qualitative
technique of data analysis has been used by the researcher. The information gathered from
marketing employees of Asda is presented with the help of various graphs and charts. On the
other hand, evaluation is done by using various themes. Furthermore, it can be also explained
that the scholar is required to be very careful at the time of data analysis as it directly affects
findings of the study.
4.2 Description of sample
The sample in present study were marketing employees of Asda. One of the main reason
behind using this sample was that they have provided more reliable and accurate information
related to topic of study. The researcher was able to get better knowledge about the impact of
information technology on marketing activities of organization. Furthermore, purpose sampling
was used and the sample size was 10 employees.
4.3 Results and Analysis
Theme 1: Information technology plays significant role in success of an organization
Do you think use of
Information Technology
plays important role in
success of organization? No. of employees Percentage
Yes 8 80
No 2 20
28

Results and Analysis: From the information gathered, it has been analysed that information
technology (IT) has started to play very crucial role in growth and success of a business
enterprise. Out of the total 10 respondents, majority which is 80% agreed with the above stated
fact and the remaining 20% disagree with the same. Most of the respondents argued that with the
help of information technology, Asda is able to carry out all its marketing activities in more
effective manner. Further IT also assists them to lower down the cost and enhance profit margin.
Using information technology supports in staying more competitive in market place. The same
results have been derived from the information collected with the help of various secondary
sources. Various authors and scholar has explained that nowadays the competition among
businesses in every sector has become so intense that it is not easy for them to earn adequate
profits and sales in long run (Brady, Fellenz and Brookes, 2008). Data collected from secondary
sources highlights the fact that by using advanced and upgraded technology business are able to
stay competitive in market. Technology help organizations to reach target market and customers
in better way. In addition to this, use of IT can be costly in shorty run but it has several kinds of
29

benefits in long run. Therefore, it can be discussed that in order to survive in long run and earn
adequate profits, businesses are always required to upgrade themselves with modern and
advanced technology. It can be also argued that use of technology in business will drive
businesses to new heights of growth and success.
Theme 2: Information technology helps in getting competitive advantage
Use of information technology
provides competitive advantage to
Asda?
No. of
employees Percentage
Strongly agree 3 30
Agree 4 40
Neutral 1 10
Disagree 1 10
Strongly disagree 1 10
Results and Analysis:From the data collected, it has been found that technology assists
businesses such as Asda to gain competitive advantage over other market players. Furthermore,
out of the total 10 respondents, 30% strongly agree with this fact whereas 40% agree with the
same. The employees also explained that with the support of technology the organization is able
to lower down its entire cost of operations. The use of technology in marketing has resulted in
making all activities more effective and cost efficient. On the other side of this, 10% of
respondents were neutral, 10% disagree and the remaining 10% strongly disagree with the above
30

discussed fact. The results of secondary information collected also highlights the fact that
without the use of advanced and highly upgraded technology, businesses cannot survive in
market for long run (Clow, 2007). It can be discussed that, highly upgraded technology speed up
all the services and manufacturing process which leads to competitive advantage. In addition to
this, it also supports businesses in improving their efficiencies and operations. Therefore, after
analysis of primary and secondary data collected, it can be analyse that use of technology has
become very important for business enterprises. The competition among retail sector is getting
more and more intense day by day. In order to attract customers and maintain existing market
share, organizations such as Asda is required to upgrade its exiting technology at regular
intervals.
Theme 3: Asda uses various sources of information technology in marketing activities
What are the sources of
information technology
through which your
organization is carrying
out its marketing
activities? No. of employees Percentage
Blogs, 1 10
Customer relationship
management, 0 0
Emails, 1 10
Websites, 0 0
Social media 2 20
All the above 6 60
31

Results and Analysis: The information gathered from different sources highlights the fact that
Asda is using a variety of IT sources in its marketing activities. Out of the total 10 respondents,
10% stated that the organization uses blogging to market its products whereas 10% were in
favour of emails. 20% of the total number of respondents explained that social media is used by
Asda to advertise and promote all products. Further majority of the participants, which is 60%,
explained that there are various sources such as blogs, customer relationship management,
emails, websites and social media which are used by Asda. The use of information technology in
marketing has provided the organization with more effective and potential platform to market its
products and services. Along with this, majority of respondents were of the view that with the
use of various IT sources in marketing, it has become easier for the organization to reach target
market and customers. The results of secondary sources also highlights the same fact that
nowadays businesses have started to use variety of IT sources in their marketing activities. Now
organizations have their official page on social networking sites such as Facebook and Twitter
from where they communicate with their customers (Doyle and Bridgewater, 2012). Along with
this, blogs and emails are also used by businesses to interact with people in market and make
them aware about new products, services, offers and discounts. IT tools such as customer
relationship management supports in developing long term relationship with potential customers
of organization. In addition to this, it also supports in identification of need and demand of
people in market and then deliver products according to the same. Therefore, it can be explained
32

that rather than focusing on one single sources there are variety of information technology
sources which are used by business enterprise.
Theme 4: Marketing activities of Asda has become more cost effective and easy with the use of
information technology
Marketing activates have
become more cost effective
and easy with the help of
information technology?
No. of
employees Percentage
Strongly agree 6 60
Agree 2 20
Neutral 0 0
Disagree 1 10
Strongly disagree 1 10
Results and Analysis: From the information collected, it can be analysed that marketing has
become more effective and easy by using information technology. Out of the total 10
respondents, 60% strongly agree with this fact whereas 20% agree with the same. 10% of the
total participants were disagreed and the remaining 10% strongly disagreed with the above
mentioned fact. Majority of respondents explained that one of the core purpose of Asda behind
carrying out its marketing activities is to create need and awareness of all its products among
people in market. With the use of information technology in marketing, the organization has
been able to reach mass customers and market in a very cost effective manner. They also argued
33

that as compared to the traditional tools of marketing, information technology has provided the
organization with more efficient tools. The findings of secondary data also highlights the same
fact where different authors have discussed that with the use of information technology
marketing gets more easy. Further, by using techniques such as email marketing, social media
marketing, blogging etc. Promotion and advertisement of products has become more convenient.
IT has also provided a strong platform to all firms in order to interact with customers and
develop long term relationship with them (Hulbert and Harrigan, 2015). Therefore, it can be
analysed that use of IT in field of marketing makes the entire process of marketing more simple.
Nowadays, it has become very difficult for businesses such as Asda to maintain their current
market share and customers base. All its major competitors are investing huge amount of
financial and human resources to market their products and attract people in market. By using
information technology in marketing, Asda is able to gain attention of customers and increase its
sales.
Theme 5: Information technology helps Asda in advertisement and promotion its products to
target customers in better way
Information technology helps in
advertisement and promotion of
your products to target customers
in better way?
No. of
employees Percentage
Yes 8 80
No 2 20
34

Results and Analysis: The data collected from various sources highlights the fact that
information technology is very helpful in advertising and promoting products to target customers
in better way. Out of the total 10 respondents, 80% agree with this same and the remaining 20%
were not in the favour of this statement. Furthermore, majority of respondents explained that
with the help of IT tools such as email, the organization is able to provide useful information
regarding new products and services to all its potential customers in better manner. Whenever
the organization introduces any kind of new product or service, it emails the same to its potential
customers. This creates awareness about new products and also encourages them try the same at-
least for once. 20% respondents who were disagreed explained that the use of technological tools
is very complicated and it also creates dissatisfaction among workers. The data collected from
secondary sources highlights that technological has allowed companies to carry out activities
such as marketing and promotion in better manner. Further, in order to promote products,
businesses are just required to update information regrading the same on social networking sites
35

such as Facebook and Twitter (Maklan, Peppard and Klaus, 2015). Therefore, it can be stated
that with the use of information technology businesses are able to promote and advertise their
products in more effective manner.
Theme 6: There are several benefits of using information technology in promotion of products
and services
What are the key benefits of
Information technology in
promotion of products and
services?
No. of
employees Percentage
Creates brand awareness 1 10
Rising sales and profitability 1 10
Lower down cost 1 10
Strong customer base 0 0
All the above 7 70
36

Results and Analysis: From the information collected, it can be analysed that there are various
kinds of benefits associated with the use of IT in carrying out promotional activities. Out the
total 10 respondents who were employee of Asda, 10% discussed that information technology
supports is creating brand awareness which is a major part of promotion. These respondents
explained that using IT they are able to create more and more awareness of Asda's products
among all the people in market. On the other side of this, other 10% of the total respondents
discussed that use of IT in promotion helps in rising sales of products. They explained that with
the help of IT tools they are able to generate need and demand among the people in market. This
directly leads to increase in sales and profitability of the organization. On the other hand, 10% of
respondents argued that IT helps in lowering down the overall cost of carrying out promotional
activities. Majority of the respondents which is 70% explained that use of information
technology helps in creating brand awareness, rising sales, increasing customers base and
lowering down the overall cost. The findings of secondary data also highlight the same fact
where different authors have discussed that there are various benefits of using IT in promotional
activities (Sozinova and Fokina, 2015).
Theme 7: Information technology helps in getting information regarding marketing practises
adopted by competitors.
Information technology allows
your organization to gain
information regarding the
marketing practices adopted by
competitors? No. of employees Percentage
Strongly agree 1 10
Agree 5 50
Neutral 1 10
Disagree 2 20
Strongly disagree 1 10
37

Results and Analysis: The results of data collected, reflects the fact that the use of information
technology has become very important sources of getting information related to competitors. Out
of the total 10 respondents, majority which is 50% of the respondents agree with this fact
whereas 10% strongly agree with the same. Furthermore, the respondents argued that
technological tools helps them to get aware about the products and offered launched by Asda's
major competitors. For instance, Tesco which is one of the main competitor of the brand has
developed its own official page on social networking sites such as Facebook and Twitter.
Further, updates are provided at regular intervals to all the customers. Asda gets aware about
competitors products and offers by visiting the official page of all its major competitors. 10% of
the total respondent's were neutral and 20% disagree with the same. On the other hand, 10% of
the remaining employees were strongly disagreed with this fact. The same results have been find
out from the above mentioned literature review where different authors have explained that the
use of information technology helps in getting aware about the strategies of competitors (Wong,
Chan and Leung, 2005). Therefore, it can be analysed that information technology is very helpful
in getting aware of competitors strategy.
Theme 8: Requirement of large amount of training is major drawback of information
technology
38

What are the key drawbacks of
using information technology in
marketing of products and
services? No. of employees Percentage
Increases overall cost 1 10
Large amount of training
required 5 50
Do not provide information
related to market trends 2 20
All the above 2 20
Results and Analysis: The data collected from various primary and secondary sources
highlights the fact that one of the major drawback is associated with training. Asda is required to
invest large amount of the human and financial resource in order to keep workers upgraded with
technological tools. Out of the total 10 respondents, majority which is 50% of the respondent's
agree with this fact. In addition to this, 10% employees explained that use of information
technology increases the overall cost whereas 20% discussed it does not provide adequate data
related to market trends. 20% of the total respondents were in the favour of all the above
discussed elements. After considering the view point of majority of the respondents, it can be
analysed that in order to upgrade workers technologically, training and development sessions are
required to organized at regular intervals. This results in adding up extra cost to the entire
39

organization and regular training session also makes workers feel bored and less motivated. The
data collected from various secondary sources also explained the fact that businesses are required
to take care of various drawbacks which are associated with the use of information technology.
Cost of operations automatically get increases as businesses are required to upgraded their
existing technology at regular intervals. In order to survive in market, they need to use highly
advanced and latest technology in their operations (Lu and Julian, 2007). On the other side of
this, after introducing any kind of new technology, organizations needs to arrange training
sessions for workers in order to make them learn about the use of technology. For example
companies needs to make employees aware about the use of social media marketing and email
marketing. Therefore, it can be analysed that large amount of training to workers is one of the
major drawback associated with use of information technology.
Theme 9: Technological tools helps Asda in increasing sales, profitability and customer base
Technological tools such as social
media and email marketing has helped
Asda to increase its sales, profitability
and customer base? No. of employees Percentage
Strongly agree 2 20
Agree 4 40
Neutral 1 10
Disagree 2 20
Strongly disagree 1 10
40

Results and Analysis: From the data collected, the researcher has found that there are various
tools and techniques of information technology which can be used by businesses. Furthermore,
results of collected data highlights the fact that tools such as email marketing and social media
marketing helps organization such as Asda to increase its overall sales and profitability. Out of
the total 10 respondents, majority which is 40% agree with this fact and the other 20% strongly
agree with the same. On the other side, 10% of the total respondents were neutral and other 20%
disagree with this. The remaining 10% strongly disagree with the fact and explained that
information technology lower down the profit margin by increasing the overall cost. The results
of secondary data collected highlight the fact that tools such as social media and email creates
more awareness among customers and encourages them to buy products and services of a
particular organization. Therefore, from both primary and secondary data, it can be analysed that
use of technological tools in marketing directly contributes in increasing sales and profits of a
business enterprise (Clow, 2007).
Theme 10: Technology helps in taking feedback from customers
Does information No. of Percentage
41

technology supports in
taking feedback from
all the customers employees
Yes 7 70
No 3 30
Results and Analysis: From the information collected, it has been found that information
technology also supports Asda in taking feedback from its customers. Out of the total 10
respondents, majority which is 70% agree with this fact. On the other hand, 30% of the total
respondents were not in the favour of this statement. Most of the respondents discussed that
information about new products and services introduced by Asda is displayed on social media
such as Facebook and Twitter. Further, people in market provide their comments and feedback's
on the same. This helps in evaluating whether products and services will be successful in the
marketplace or not. The same thing has been analysed from the data collected with the help of
secondary sources. By viewing comments on social media, organizations can become aware
about the response of customers. Along with this, tools such as blogs, emails etc. are also very
helpful in getting aware about customers response (Agnihotri and et.al., 2015). Therefore, it can
be argued that technology supports businesses to feedback from all potential customers and
operate in more effective manner.
42

Theme 11: Information technology has helped in enhancing overall brand image of Asda
IT has enhanced
overall brand image
of your
organization
No. of
employees Percentage
Strongly agree 1 10
Agree 3 30
Neutral 2 20
Disagree 2 20
Strongly disagree 2 20
Results and Analysis: The findings of study highlight the fact that the use of information
technology has helped Asda in improving its overall brand image. Out of the total 10
respondents, 10 strongly agree with this fact and other 30% agree with the same. On the other
side of this, 20% of respondents were neutral, other 20% disagree and the remaining 20%
strongly disagree with the same. On the basis of majority of respondents it can be discussed that
Asda has been able to improve its overall brand image by upgrading technology at regular
intervals. The organization has been able to interact with customers in more effective manner.
Business use marketing with the purpose of developing strong relation with customers and
enhance their overall brand image. Asda has been able to do both the things by using information
technology in its marketing activities. The organization provides its customers with all the
required information on regular intervals. This helps in creating satisfaction among the mind of
43

customers and directly contributes in enhancing its brand image. The same results have been
analysed from the data collected with the help of various secondary sources. Different authors
have argued that using information technology, businesses are able to interact with customers
and develop long term relationship with them (Bienstock, Stafford and Stafford, 2015). In
situations where customers receives regular updates from Asda's side they get satisfied by
perceiving the fact that the organization is really taking care of them. Therefore, it can be
asserted that information technology helps in enhancing brand image of businesses.
Theme 12: Technology requires to be upgraded at regular intervals in order to promote goods
in better manner
You are required to
upgrade technology on
regular basis for better
promotion of goods
No. of
employees Percentage
Yes 9 90
NO 1 10
44

Results and Analysis: From the information collected, it has been found that Asda is required to
upgrade its technology on regular intervals to promote its products in effective manner. Out of
the total 10 respondents, majority which is 90% agree with this fact whereas 10% disagree with
the same. The respondents explained that technology keeps on changing at regular intervals.
Therefore, in order to carry out promotion of products in better manner, Asda is required to
update its technology frequently. Respondents also had views that it is very costly to adopt new
technology but is very beneficial in long term. With the help of information technology,
promotion of products at large scale can be carried out easily. The same thing has been find out
from data collected with the help of various secondary sources. This can be justified by the fact
that Technological innovations such as tablets has assisted businesses to carry out sales
promotion in effective manner. Nowadays companies has also developed their own applications
in order to stay in touch with customers (Borges, Hoppen and Luce, 2009). All these things helps
in developing more and more awareness about the products and services offered by a business.
Therefore, it can be discussed that in information technology needs to be upgraded at regular
intervals in order to market and promote products effectively.
45

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Introduction
Information technology has positive effect on the marketing activities of a business
enterprise. The findings of both primary and secondary information are in favor of the above
stated statement. Further, it can be also concluded that use of IT in marketing has provided
organizations such as Asda with several kinds of benefits. The competition among UK's retail
sector is getting more and more intense. Therefore, in order to stay competitive in marketplace,
businesses are required to use information technologies in their marketing so that they can
maintain as well as enhance their present market share. The use of technology can be expensive
in initial stage but can provide companies with several kinds of benefits in long run.
Technological tools such as social media, internet and emails have been emerged some of the
biggest and most potential platform to market products and services in the market. On the other
side of this, it can be also concluded that use of information technology in marketing helps in
creating more and more awareness regarding products and services among people in market.
Along with this, carrying out marketing with the use of IT supports businesses to increase their
sales and profitability. One of the major drawback of operating in intense competition is that it
become very difficult for businesses to attract customers and maintain their existing market
share. All companies put their efforts in carrying out effective marketing to promote their
products and increase sales.
5.2 Summary of results
From the above study, it can be summarize that information technology results in
enhancement of all marketing activities of a business. The data collected from both primary and
secondary sources highlights the fact that use of information technology makes marketing
activities more cost effective and efficient. Along with this, it can be also summarize that in
order to stay competitive and earn higher profits in long run organizations such as Asda is
required to use information technology in all its marketing activities. This supports in creating
awareness about products and services among the mass targeted audience. It can be also
explained that the use information technology can be costly but it can provide organizations with
several kinds of benefit in long run. Therefore, it can be said that the information technology has
very positive impact on marketing activities of Asda.
46

5.3 Conclusion
Research question 1: What is the role of information technology in today's competitive
supermarket sector?
From the above study, it can be concluded that information technology has started to play
very importation role in the competitive supermarket sector. IT has provided businesses with
wide variety of tools and techniques which makes that entire operations of businesses more
effective and smooth. Along with this, it can be also explained that in order to make an
organization successful, all the departments are required to work properly and have effective
coordination among themselves. This can be possible with the help of using adequate in tools
and techniques of information technology. All the department are able to work smoothly with the
help of various IT systems. Businesses are required to provide people in market with new range
of products and services at regular intervals. Use of information technology provide aid to
businesses in doing the same. From the above study, it can be also inferred that at the time of
using information technology there are several factors which are required to be taken by
companies. Implementation of new technology can be very costly to businesses but in long run it
can provide them with higher sales and profitability. It can be also concluded that it is the results
of technological advancements that businesses in supermarket sector are being able to market
and sell their products through online. From this, it can be inferred that integration of IT with
marketing can take organizations to new heights of success. Tools such as online survey,
interacting with customers with the help of emails supports in identifying need and demand of
people in market. On the basis of these identifications, firms in supermarket sectors
manufactures and delivers products to people in market. This helps in creating satisfaction
among customers and also supports in enhancing loyalty from them. Therefore, it can be
concluded that the information technology plays very important role in the success of businesses
operating in today's competitive supermarket sector.
Research question 2: Analyze sources of information technology through which marketing
can be done by ASDA?
The above study leads to the conclusion that there are various sources of information
technology which has been used by businesses such as Asda in their marketing activities.
Businesses cannot survive for long time period in situations where markets are highly
47

competitive. It can be asserted that blogs, customer relationship management, emails, websites,
social media etc. have emerged as some potential tools to carry out marketing activities. The
purpose of marketing is to increase sales and profits of business enterprise. Therefore, all these
tools increases sales by creating more awareness among people in market and generating need
among them. From the primary data collected through employees of Asda, it can be concluded
that all the above stated tools are being used by the organization. Further, these tools supports in
lowering down the cost of marketing and reach mass audience in a short span of time. From the
above study, inference can be drawn that the use of practices such as customer relationship
management has made all operations and activities of Asda more smooth. Email and social
media is also used by the organization in order to communicate with its customers regarding new
offers, discounts and schemes. Information technological tools such as website assist customers
to gain useful information about the products and services which has been offered by Asda. It
can be concluded that all these technological tools provide aid to marketing activities of the
organization.
Research question 3: What is the role of IT on marketing of ASDA?
From the present research, it can be concluded that information technology play very
important role in marketing of Asda. The objective behind carrying out marketing is to create
need and demand of products or services among people in market. With the use of information
tools such as social media, blogs and emails, businesses are easily able to achieve the above
stated objectives. For instance, displaying new products and services on social media sites
supports in creating awareness and need regarding the same among all people. Another objective
behind carrying out marketing is to increase profitability and sales of a business enterprise. It can
be inferred that IT also plays very important role in this by attracting more and more customers
to buy and use the product offered by a business enterprise. On the other side of this, it can be
also concluded use of IT helps in enhancing the overall marketing activities adopted by a
business enterprise. Organizations also display advertisement of their products and services on
search engines such as Google and Yahoo. This directly helps in attracting customers and
increasing sales. In addition to this, information technology has also provided organizations with
new and effective form of communicating with all people in market. Information technology
48

helps Asda to make people in market aware about the products offered by it along with benefits
associated with the same.
5.4 Recommendation Use of traditional and modern tools: It can be recommended that Asda should use both
traditional and modern tools of marketing. Further, more emphasis should be provided on
modern marketing tools such as Facebook, Twitter, mobile marketing and email
marketing. The supermarket sector is highly competitive and it has become very difficult
for businesses to attract new customers and retain old ones. Therefore, in order to survive
in market and stay competitive it is recommended that Asda should focus more on the use
of modern marketing tools. The benefit of this is that it will support in carrying out
advertisement and promotion of products in more cost effective manner. Provision of regular training: IT can be also recommended that Asda should carry out
regular training of workers in order to make them aware about the modern tools and
technologies in the field of marketing. In order to sustain in market, the organization
needs to upgraded its technology at regular intervals. Now workers are required to make
aware about how to use the upgraded tools and techniques. It can be also suggested that
the training session should provide more practical knowledge rather than focusing only
on theoretical aspects. Along with this, the organization should become aware about the
learning style of workers before delivering any kind of training sessions. Furthermore,
with the help of such session, the organization will be able to enhance overall
productivity and efficiency of all its employees. Regular market research: It can be also recommended that Asda is required to carry out
customer survey and market research at frequent intervals. Further, before developing
any kind of marketing strategies or plan, the organization is required to become aware
about the need and demand of all people in market. On the basis of the identified needs,
strategies are required to be developed in order to attract people from the target market
segment. Market research will also support Asda in getting aware about the strategies
which has been adopted by major competitors of the organization. After carrying out
effective analysis of customers and market trends, Asda can develop better strategies.
49

 Proper management of financial resources: It is recommended that Asda should
manage all its financial resources in adequate manner. Implementation of advanced and
new technology always requires high amount of investments. Therefore, by managing all
its financial resources, Asda will be able to adopt new technology and operate in more
effective manner. If the brand is not able to arrange adequate finances then it wont be
able to survive in market in long run due to poor and old technology. Implementation of flexible policies: It can be recommended that the internal structure
and policies of Asda needs to be more flexible. The rationale behind this is that it will
help the organization and all its people to adopt new technology more easily. Rigid
structure will make it very complicated for the firm to make frequent changes in all its
technologies. It can be also argued that internal structure, policy and people of the
business enterprise are some key elements which supports in making changes successful.
Therefore, it is required by the brand to make modification in its structure, polices and
make them more flexible. Knowledge of market trends required: It is recommended that in order to stay
competitive in market, Asda needs to have proper knowledge regarding market trends.
Further, the organization also required to ensure that it respond very quickly to the
changing need and demand of people in market. This will also help in getting competitive
advantage over other market players. Customers of the organization wants that products
and services should satisfy their needs in the best possible manner. Need of updating the technology: It can be recommended that Asda needs to update its
technologies at regular intervals. In the modern era, the technology keeps on changing at
a very good pace. Therefore, companies are required to update themselves according to
these changes. If this is not done, then the organization wont be able to survive in market
for a long run.
 Team of IT experts: It can be also suggested that the organization can create a separate
team of IT experts which can support the brand in upgrading itself with new and modern
technology. All the personnel in team would be responsible for getting information about
the latest developments in the field of technology which can be adopted by the
50

organization. In addition to this, they will responsible to implement new and advanced
technology in Asda.
5.6 Contribution of the study
The present study has significantly contributed in gaining knowledge about the present
marketing activities which has been used by supermarkets such as Asda in retail sectors. It has
also made contribution towards obtaining adequate knowledge about the current marketing
trends in the same. In addition to this, it has also supported the scholar in understanding the
impact of information technology in overall marketing of Asda. Furthermore, with the help of
this study, the scholar gained knowledge about various tools and techniques of information
technology which has been used by the supermarkets in retail sector.
5.5 Limitations
At the time of carrying out this study, the researcher has faced various kinds of
limitations. The biggest limitations were related to time and money. The researcher had limited
amount of time and financial resources to carry out this entire study. This has affected the entire
findings of the present researcher. Along with this, the sample size was also limited to 10
respondents. Therefore, it might be possible that the findings may vary if the sample size was
big.
5.6 Directions further research
The present study was based on the impact of information technology on marketing of an
organization. In future the research can be carried out regarding impact of information
technology on other sectors such as hospitality or . In addition to this, further research can be
done on topic such as the drawbacks of using technology in marketing, the significance
information technology in enhancing sales and profitability of business etc.
51

REFERENCES
Journals and books
Agnihotri, R. and et.al., 2015. Social media: Influencing customer satisfaction in B2B
sales. Industrial Marketing Management.
Ahmadi, H. and O'Cass, A., 2015. The role of entrepreneurial marketing in new technology
ventures first product commercialisation. Journal of Strategic Marketing. pp.1-14.
Arnott, C. D. and Bridgewater, S., 2002. Internet, interaction and implications for marketing.
Marketing Intelligence & Planning. 20(2). pp.86-95.
Barnes, S. J. and Scornavacca, E., 2004. Mobile marketing: the role of permission and
acceptance. International Journal of Mobile Communications. 2(2). pp.128-139.
Bhatt, G.D., Grover, V. and GROVER, V., 2005. Types of information technology capabilities
and their role in competitive advantage: An empirical study. Journal of management
information systems. 22(2). pp.253-277.
Bienstock, C.C., Stafford, M.R. and Stafford, T.F., 2015. The Role of Technology in Industrial
Customers’ Perceptions of Logistics Service Quality and Their Future Purchase
Intentions. In Revolution in Marketing: Market Driving Changes. Springer International
Publishing.
Borges, M., Hoppen, N. and Luce, F.B., 2009. Information technology impact on market
orientation in e-business. Journal of Business Research. 62(9). pp.883-890.
Brady, M., Fellenz, M.R. and Brookes, R., 2008. Researching the role of information and
communications technology (ICT) in contemporary marketing practices. Journal of
Business & Industrial Marketing. 23(2). pp.108-114.
Bravo, E.R., Santana, M. and Rodon, J., 2015. Information systems and performance: the role of
technology, the task and the individual. Behaviour & Information Technology. 34(3).
pp.247-260.
Clear, T. and MacDonell, S.G., 2011. Understanding technology use in global virtual teams:
Research methodologies and methods. Information and Software Technology. 53(9).
pp.994-1011.
Clow, K. E., 2007. Integrated advertising, promotion, and marketing communications. Pearson
Education India.
Cooper, D.R., Schindler, P.S. and Sun, J., 2006. Business research methods.
Cravens, D.W. and Piercy, N., 2006. Strategic marketing. New York: McGraw-Hill.
Creswell, J.W., 2013. Research design: Qualitative, quantitative, and mixed methods
approaches. Sage publications.
Crittenden, V. and Crittenden, W., 2015. Digital and Social Media Marketing in Business
Education Implications for the Marketing Curriculum. Journal of Marketing Education.
Davenport, T.H., 2013. Process innovation: reengineering work through information
technology. Harvard Business Press.
Doyle, P. and Bridgewater, S., 2012. Innovation in marketing. Routledge.
52

Ghazisaeedi, M., Pitt, F. L. and Chaharsooghi, K. S., 2007. A conceptual model for the internet's
impact on marketing in Iran. Direct Marketing: An International Journal. 1(3). pp.125-
145.
Harrington, K. and et.al., 2008. Gender and language research methodologies. Palgrave
Macmillan.
Herr, K. and Anderson, G.L., 2014. The action research dissertation: A guide for students and
faculty. Sage Publications.
Hine, D. and Carson, D. eds., 2007. Innovative methodologies in enterprise research. Edward
Elgar Publishing.
Horbach, J., Rammer, C. and Rennings, K., 2012. Determinants of eco-innovations by type of
environmental impact—The role of regulatory push/pull, technology push and market
pull. Ecological economics. 78. pp.112-122.
Hulbert, B. and Harrigan, P., 2015. The impact of technology on marketing-introducing a new
marketing DNA. In The Sustainable Global Marketplace. Springer International
Publishing.
Jackson, S., 2011. Research Methods and Statistics: A Critical Thinking Approach. 4th ed.
Cengage Learning.
Jayachandran, S., Sharma, S., Kaufman, P. and Raman, P., 2005. The role of relational
information processes and technology use in customer relationship
management. Journal of marketing. 69(4). pp.177-192.
Kim, J. W., Choi, J., Qualls, W. and Han, K., 2008. It takes a marketplace community to raise
brand commitment: the role of online communities. Journal of Marketing Management.
24(3-4). pp.409-431.
Kothari, R. C., 2011. Research Methodology: Methods and Techniques. New Age International.
Lin, C.A. and Atkin, D.J. Eds., 2014. Communication technology and social change: Theory and
implications. Routledge.
Lin, Y. S. and Huang, J. Y., 2006. Internet blogs as a tourism marketing medium: A case study.
Journal of Business Research. 59(10). pp.1201-1205.
Lu, N. V. and Julian, C. C., 2007. The internet and export marketing performance: The empirical
link in export market ventures. Asia Pacific Journal of Marketing and Logistics. 19(2).
pp.127-144.
Maklan, S., Peppard, J. and Klaus, P., 2015. Show me the money: improving our understanding
of how organizations generate return from technology-led marketing change. European
Journal of Marketing. 49(3/4). pp.561-595.
Mangold, W. G. and Faulds, D. J., 2009. Social media: The new hybrid element of the
promotion mix. Business horizons. 52(4). pp.357-365.
Mithas, S. and Goh, J.M., 2012. Information technology and firm profitability: mechanisms and
empirical evidence. Mis Quarterly. 36(1). pp.205-224.
Molenaar, C., 2013. E-Marketing: Applications of information technology and the internet
within marketing. Routledge.
53

Overby, E., Bharadwaj, A. and Sambamurthy, V., 2006. Enterprise agility and the enabling role
of information technology. European Journal of Information Systems. 15(2). pp.120-
131.
Pracejus, J. W. and Olsen, G. D., 2004. The role of brand/cause fit in the effectiveness of cause-
related marketing campaigns. Journal of Business Research. 57(6). pp.635-640.
Pring, R., 2014. Philosophy of Educational Research. 3rd ed. Bloomsbury Publishing.
Schillewaert, N., Ahearne, M.J., Frambach, R.T. and Moenaert, R.K., 2005. The adoption of
information technology in the sales force. Industrial Marketing Management. 34(4).
pp.323-336.
Shankar, V., Venkatesh, A., Hofacker, C. and Naik, P., 2010. Mobile marketing in the retailing
environment: current insights and future research avenues. Journal of interactive
marketing. 24(2). pp.111-120.
Smith, H. and Dean, R.T., 2009. Practice-led research, research-led practice in the creative
arts. Edinburgh University Press.
Sozinova, A.A. and Fokina, O.V., 2015. Special aspects of studying the internet as a marketing
communication channel of the service industry.Mediterranean Journal of Social
Sciences. 6(4). pp.139.
Stone, R.W., Good, D.J. and Baker-Eveleth, L., 2007. The impact of information technology on
individual and firm marketing performance. Behaviour & Information Technology.
26(6). pp.465-482.
Tafti, A., Mithas, S. and Krishnan, M.S., 2013. The effect of information technology-enabled
flexibility on formation and market value of alliances.Management Science. 59(1).
pp.207-225.
Terrell, S.R., 2012. Mixed-methods research methodologies. The Qualitative Report. 17(1).
pp.254-280.
Trainor, K.J., Rapp, A., Beitelspacher, L.S. and Schillewaert, N., 2011. . Integrating information
technology and marketing: An examination of the drivers and outcomes of e-Marketing
capability. Industrial Marketing Management. 40(1). pp.162-174.
Wang, E.T., Hu, H.F. and Hu, P.J.H., 2013. Examining the role of information technology in
cultivating firms’ dynamic marketing capabilities. Information & Management. 50(6).
pp.336-343.
Wong, H. Y., Chan, K. Y. R. and Leung, P. K. T., 2005 Managing information diffusion in
internet marketing. European Journal of Marketing. 39(7/8). pp.926-946.
Online
ASDA. 2016. [Online]. Available through: <http://www.asda.com/>. [Accessed on 10 February
2016].
Duermyer, R., 2015. Internet Marketing 101. [Online]. Available through:
<http://homebusiness.about.com/od/marketingadvertising/a/IMarketing101.htm>.
[Accessed on 10 February 2016].
54

APPENDIX
Questionnaire
(For employees of ASDA)
Name ____________________________________
Gender
 Male
 Female
Age
 Below 25
 25-35
 35-45
 Above 45
1. Do you think use of Information Technology plays important role in success of
organization?
 Yes
 No
2. Use of information technology provides competitive advantage to Asda?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
3. What are the sources of information technology through which your organization is
carrying out its marketing activities?
 Blogs,
 Customer relationship management,
 Emails,
55

 Websites,
 Social media
 All the above
4. Marketing activates have become more cost effective and easy with the help of information
technology?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
5. Information technology helps in advertisement and promotion of your products to target
customers in better way?
 Yes
 No
6. The use of information technology in marketing has resulted in improving degree of
customers satisfaction and loyalty?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
7. What are the key benefits of Information technology in promotion of products and services?
 Creates brand awareness
 Rising sales and profitability
 Lower down cost
 Strong customer base
 All the above
8. Information technology allows your organization to gain information regarding the
marketing practices adopted by competitors?
56

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
9. What are the key drawbacks of using information technology in marketing of products and
services?
 Increases overall cost
 Large amount of training required
 Do not provide information related to market trends
 All the above
10. Technological tools such as social media and email marketing has helped Asda to increase
its sales, profitability and customer base?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
11 Does information technology supports in taking feedback from all the customers
 Yes
 No
12. IT has enhanced overall brand image of your organization
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
13. You are required to upgrade technology on regular basis for better promotion of goods
 Yes
57

 NO
14. Your views on how Asda can enhance its overall market performance
___________________________________________________________________________
___________________________________________________________________________
58