Impact of e-marketing on influencing consumer purchase decision: A study on Lidl

This document discusses the impact of e-marketing on consumer purchase decision through a study on Lidl. It explores the strategies used by Lidl and the significance of e-marketing in changing consumer purchase decision. The research methodology includes a survey and the data is analyzed using quantitative methods. The findings will help Lidl enhance its overall sales and productivity.

BSc (Hons) Business Management (Top-up)
BMP6001 DISSERTATION
Assessment 1 – Research Proposal
Impact of e-marketing on influencing
consumer purchase decision: A study
on Lidl
Submitted by:
Name:
ID:

Contents
Background to Research Topic p
Background to Research Organisation p
Research Rationale p
Research Questions p
Research Aim and Objectives p
Research Methodology p
Timescale p
Resources p
References p
i

Topic: Impact of e-marketing on influencing consumer
purchase decision: A study on Lidl
Background to Research Topic
The term e-marketing is mainly related with the process of planning and
executing the distribution, conception and promotion of product and services in some
computerized way through making use of networked environment. Thus, the concept
of e-marketing mainly comprises of facilitating exchange, distribution and promotion
of product and services through making use of internet and other worldwide network
and digital channels (Yuan and et. al., 2021). Use of e-marketing is enhanced the
scope of product marketing and promotion at global level along with ensuring better
access and delivery of product through making sue of digital technologies. Further,
e-marketing also helps organisation to create awareness and reach customers to
make influence on their purchase decisions (Maemunah, 2020). Therefore, current
investigation is lead out to identify the benefits of e-marketing in changing purchase
decision of consumer towards the brand.
Background to Research Organisation
Lidl is a well German International discounting supermarket chain that is
currently operating in more than 12000 stores across the various parts of Europe
and Unites states. The main headquarter of the Lidl is situated at Neckarsulm,
Baden-Württemberg. The product of Lidl comprises of vegetables and fruits, frozen
items, bakery products and many other items which are offered at discounted rates.
At present, a high level of competition is being faced by Lidl from ALDI, Biedronka,
Netto, Walmart, Waitrose, Giant Eagle and many other (Xu and Gao, 2021). Thus,
implication and adoption of effective marketing has become vital for this firm. So,
current investigation is carried out to analysis about the benefits of e-marketing in
changing purchase decision of consumer towards the brand to enhance its overall
sale and productivity.
Research Rationale
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The selection of current topic based on e-marketing is rationale and vital as in
current business scenario making use of online and digital marketing strategy has
become vital to have enhanced business scope. Apart from this, concept of e-
marketing is also vital in enhancing awareness in customers which lade significant
impact in influencing customers purchase decisions therefore plays an important role
in enhancing overall sales and productivity of a firm. Beside this, current
investigation also ensures improved skill and competencies in researcher along with
meeting the interest and academic purposes which is making this study for rationale
and important.
Research Questions
The main research questions that are evaluated and analysed through current
investigation on Lidl are provided as below:
 What are the main e-marketing strategies which are used by Lidl?
 What are the possible significance of e-marketing in changing purchase
decision of consume towards Lidl?
 Which can be the effective ways for changing consumer purchase decision
towards the brand of Lidl
Research Aims and Objectives
Research Aim:
To identify the benefits of e-marketing in changing purchase decision of consumer
towards the brand. A study on Lidl
Research Objectives:
 To identify the e-marketing strategies used by Lidl.
 To examine the significance of e-marketing in changing purchase decision of
consume towards Lidl.
 To determine the ways for changing consumer purchase decision towards the
brand of Lidl.
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Research Methodology
This forms out a vital part of every investigation and research project which
provides a systematic set of information about the process and procedure that is
applied to undertake and carry out any investigation (Dilla and Usman, 2021).
Research methodology thus, comprises of information about the various research
philosophies, approach and method which are used by an investigator to have better
collection, analysis and interpretation of fact to reach out and meet current objectives
in an efficient manner. The research method use of which are proposed for current
investigation are provided as below along with making valid justification for their
selection.
Research philosophy- This part of methodology facilitates the way of
gathering knowledge and information about a selected topic that is bifurcated and
divided into two main categories i.e. positivism and interpretivisim. From these two
common research philosophy, utilisation of positivism is suggested for current
investigation on Lidl. The reason and justification behind making use of positivism
philosophy is based on the fact that this form of philosophy supports a more practical
and systematic way of investigation that forms out a vital role in understanding the
impact of e-marketing on influencing consumer purchase decisions (Emini and
Zekjiri, 2020).
Research Approach:
This section of methodology is basically related with the entire plan for
collecting, analysing and interpreting the reliable set of data. Deductive and inductive
are two common forms of research approach that are mainly applied and used by a
researcher in accordance with the nature of philosophy. Thus, with respect to current
study, use of deductive approach is more appropriate and suitable as it is in line with
the positivistic philosophy and supports the better testing and scanning of objective
nature of facts (Tripathi, 2018).
Research Strategy:
This section of Research methodology is basically associated with the ways
applied for collection of data that lead entire base and framework for further
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investigation. A vast number of research strategy are available for an investigation
which consists of case study, grounded theory, survey, action research, interview,
experiments, observation, etc. From these set of research strategy, utilisation of
survey form of strategy is most suitable and justifiable for current investigation as it is
the one which ensures most cost and time efficient way of data collection (Ebhote
and Odia, 2019). A justification can be made in support of survey strategy that it
comprises use of questionnaire that lead to collection of data from a larger number of
participants in a more efficient manner to reach a more reliable set of conclusion and
decision about the impact of e-marketing.
Research Methodology:
Research method are the main section which provided information about the
entire procedures and process applied on the basis of selection, gathering, analysis
and interpretation of facts would be made. Qualitative and quantitative are two
common types of research method from which quantitative is based on objective
data while qualitative comprises of theoretical information. Therefore, for current
study implication and use of quantitative method of research is purposed as it is
more efficient and leads to easy collection of data in numeric terms that is easy to
present and analysis (Jha and Choudhary, 2017). The justification for use of
quantitative nature of research method is based in the fact that it ensures and leads
to measurable and reliable set of results to meet set objective in improved and
efficient manner.
Research Tools:
Use of questionnaire would be made as research tool for current investigation
that is basically a written document comprises of set of questions related with a
specific topic. The reason behind making use of questionnaire comprises of that fact
that it most efficient research tool that support easy collection of data from larger
number of participants.
Sampling:
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With respect to current investigation, a sample size of 45 participants had
been selected from the employees of Lidl company with the help random sampling
method.
Ethical consideration
Many ethical issues related with maintaining the authenticity and privacy of
collected data is faced. Thus, use of BERA code of ethics and data protection act is
made within current investigation.
Timescale
The below stated Gantt chart is providing information about the timescale of
various activities performed during current investigation:
Activ
ities
1st
week
2nd
week
3rd
week
4th
week
5th
week
6th
week
7th
week
8th
week
9th
week
10th
week
11th
week
12th
week
13th
week
Sele
ctio
n of
rese
arch
topi
c
Dev
elop
ing
aim
s
and
obje
ctiv
es
alon
g
with
fra
min
g
rese
arch
que
stio
ns
with
5

rega
rd
to
topi
c
Draf
ting
rese
arch
prop
osal
.
Perf
ormi
ng
liter
atur
e
revi
ew
with
the
dev
elop
men
t of
the
mes
.
Ass
ess
men
t
alon
g
with
sele
ctio
n of
rese
arch
met
hod
olog
y
For
min
6

g
que
stio
nnai
re
cons
istin
g of
both
clos
e
end
ed
and
ope
n-
end
ed
que
stio
ns.
Coll
ecti
on
of
data
thro
ugh
que
stio
nnai
re.
Anal
ysin
g
the
coll
ecte
d
data
Dra
win
g
con
clusi
on.
Rec
7

om
men
ding
vari
ous
stra
tegi
es
for
reso
lvin
g
issu
e
rega
rdin
g
dem
otiv
atio
n.
Arra
ngin
g
repo
rt in
a
stru
ctur
ed
man
ner.
Con
sult
atio
n
with
tuto
r.
Perf
ormi
ng
mod
ifica
tion
if
any.
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Fina
l
sub
miss
ion.
Resources
For leading out current investigation, use of many resource are made which
consists of financial resources to meet the expenditure of current study. Further,
human resources are also applied for performing various activities and collection of
participants. At last, some statistical and technical resources are also used which
comprises of UoB digital library along with books from EBSCO eBooks and access
to online journal and articles for collection of data. Use of computer fir writing of
report, SMART phones for recording information and Microsoft excel is also made for
systematically presenting and analysing the quantitative data.
References
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Mobile Marketing from Customer Perspective. In Information Technology for
Management: Current Research and Future Directions (pp. 27-41). Springer,
Cham.
Dilla, N. and Usman, O., 2021. The Influence of Prices, Product Reviews, and
Security on Purchase Decisions at the Marketplace Shopee. Product
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Ebhote, O. and Odia, E.O., 2019. Environmental Marketing Awareness and
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