Impact of Digital Marketing on Consumer Buying Behavior: A Case Study of Tesco, UK

Brief overview of the
(academic) context and the
proposed project
In the retail industry, Tesco faces
several marketing concerns like the
declining demand of customers, as
well as, shifting customers with
respect to another brand. It is
found that bulks of the customer
were moving towards other
corporation because of practicing
different digital mode before
creating buying judgment. On
proposed project, it was found that
this concern was not only unique to
Tesco supermarket but also, it was
considered as industry-wide
disputes (Elms, De Kervenoael, and
Hallsworth, 2016).
Research question(s)
RQ1: What are the conceptual
understanding of digital media
marketing and consumer
buying behavior?
RQ2: How digital media
marketing has an impact on
consumer buying behavior in
the context of Tesco, UK?
RQ3: Which digital media
marketing strategies can
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Introduction Literature Review
References
Methodology
Data collection:
Primary data is selected as it would provide
fresh information related to research concern
as well as, it would be pooled by using the
survey through questionnaire method
(Thakur, and Srivastava, 2015).
Data analysis:
Statistical data analysis tool would be used by
the investigator in this research study in order
to analyze the data (Thakur, and Srivastava,
2015). Along with this, MS-Excel software
program would be utilized by the investigator
for representing the pooled data by using
various graphs, pie charts, column chart, and
tables.
RO1: To explore the conceptual
understanding regarding digital media
marketing and consumer buying behavior
Petit Velasco and Spence (2019) stated that
digital media is termed as the technology of
computer that enables the research scholar to
share their opinion, perception on certain
issue and researcher could also share
individual’s personal data among a large
number of customers. In contrast to this,
Ibrahim Wang and Bourne (2017) evaluated
that purchasing behavior of customers is
referred as the decision, attitude, purposes,
and preferences which are made by customers
in the marketplace prior to purchase good or
service of the organization.
RO2: To address the impact of digital
media marketing on consumer buying
behavior: A case study of Tesco, UK
As per the view of Donnelly (2015), the
company focuses on some amount of person
who has a high extent of reliability in
particular trades because it can naturally
influence the consumer buying decision. On
the other side, Ramanathan et al. (2017)
stated that consumer behavior is dynamic as
well as, enlarging in the age of digital
environment.
RO3: To recommend the strategies for
applying digital media marketing in
persuading the consumer buying
behavior: A case study of Tesco, UK
According to Alnawas and Aburub (2016), the
company should offer reliable data about the
brand to potential consumers due to
distributing logical information about the
products as well as, services. In contrast to
this, the company should enhance brand
awareness among a large number of
consumers through the application of
demonstrating a message among a large
number of customers.
Literature gap
Impact of digital marketing on consumer buying behavior:
A case study of Tesco, UK