Marketing Research Analysis 2022

Marketing Research
Impact of digital marketing on customer behavior: a case of commonwealth bank
8/23/2019

Marketing Research 1
Contents
Introduction................................................................................................................................2
Research background.............................................................................................................2
Research aim and objectives..................................................................................................2
Problem definition..................................................................................................................3
Research methodology...............................................................................................................4
Proposed Data collection method...........................................................................................4
Data analysis..........................................................................................................................4
Sampling................................................................................................................................4
References..................................................................................................................................6

Marketing Research 2
Introduction
The purpose of the paper is to conduct the research proposal to analyse impact of the digital
marketing on customer behaviour: a case of commonwealth bank. The proposal includes
details about the background information, research problem, proposed data collection method
and suggested data analysis.
Research background
In present market, digital marketing is one of the effective tool for promoting the goods and
services which is possible because of up-gradation in technologies. The digital market has
changes the behaviour of the customer drastically for purchasing the products and services. It
is stated that digital marketing allows customers to share their views and experience with the
products and services that are avail by them in market (Stephen, 2016). These experience and
views of the customers are used by companies to get the attention of new and existing
customers from experiences and views in terms of the services provided by Commonwealth
bank. It is stated customers visits digital platform to conduct research about new products and
services which leads to changes in behaviour of customers in positive as well as negative
manner. The negative and positive views about banking services will affect consumer
behaviour according to experiences (Kotler, Burton, Deans, Brown and Armstrong, 2015). In
the research, the researcher will also provide the recommendations related to the digital
marketing strategies that should be adopted by commonwealth bank with the motive turn the
positive customer behaviour.
Overview of commonwealth bank
Commonwealth bank of Australia is multinational bank with the companies in the market like
New Zealand, Asia and other countries. The business offers a diverse financial services