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

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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