A Study on the Impact of Digital Media Marketing on Consumer Buying Behavior

Running head: RESEARCH
"A study on the impact of digital media marketing on consumer buying behaviour: A case
study of Coop (Italy)”

RESEARCH 2
Table of Contents
1. Introduction:........................................................................................................... 3
2. Literature review:..................................................................................................... 5
3. Research Design and Methodology:..............................................................................9
4. Ethical Issues:....................................................................................................... 12
5. Timescale:........................................................................................................... 13
6. References:.......................................................................................................... 15
7. Appendix:............................................................................................................ 18

RESEARCH 3
1. Introduction:
In the context of digital marketing (DM), comprehending consumer behaviour is significant
related to achievement of marketing since consumers have incorporated for utilizing the
internet as well as, online socializing tool. In the current business condition of Coop (Italy), a
consumer is highly persuaded through DM. There are high number of users in DM that are
persuaded through several companies to communicate with several companies for interacting
with possible consumers as well as, analyses their requirements in an effective e-
communication environment (Makwana, Sharma, and Pathak, 2019).
In addition to this, the attitude of the consumer is influenced by several psycho-social
characteristics. These are related to brand image, payment tool, purchasing motives, branding
of the firm as well as, a statistical variable related to accessibility as well as, digital marketing
about the online portal message. Furthermore, sorts of digital communication are associated
with e-stores (Hamid, et. al., 2020). Therefore, this investigation is used to emphasize on
effect of DM on purchasing behaviour of consumers towards Coop (Italy).
Higher presence of internet has offered the opportunity to an individual to use DM from
email to Facebook, Twitter, as well as, LinkedIn and to interact without the need for physical
meetings. It is applied by the use of web 2.0. It is an innovative advancement that has
changed internet for social environment by introducing DM where, a person can interact and
develops the online content (Alam, Wang, and Waheed, 2019).
A consumer is persuaded through different psychological characteristics. These
characteristics are income, purchase drive, and demographic variables such as disposable
income, age as well as, sex, brand together with, firm availability, payment technique, and
online and physical stores. Under this investigation, reader can comprehend effect of DM
marketing on the purchasing behaviour of consumers towards Coop (Italy) (Malik, 2017).
Research problem and questions

RESEARCH 4
Research issue in DMM has an effect on buying behaviour of consumer regarding Coop
(Italy). Because digital technology facilitates strength to consumers in order to address
product features with respect to evaluating the favourable as well as, unfavourable review of
products. There are some investigations on role of DM on purchasing behaviour of
consumers. It is identified that some factors could influence the consumer’s attitude related to
Coop (Italy) like product features, price, quality and characteristics of products, and brand
loyalty (De Pelsmacker, Van Tilburg, and Holthof, 2018). Moreover, primary question here is
“does digital media marketing effects on the purchasing behaviour of consumers in the
current technologically advanced atmosphere of Coop (Italy)”.
Company background
Coop Italia is a leading retain company in Italy. Its turnover is about 13,2 Bln Euros as well
as market share is 18.1%. Furthermore, Coop system relies on 7.4 million of customer. Its
multi-format structure involves 100 hypermarkets as well as, over 1.400 supermarkets,
discount stores, together with, convenience. It has another 55 new openings planned earlier in
2013 (Coop Italia, 2020).
Research Hypothesis
H0: There is no significant relationship between DM marketing as well as, consumer
purchasing behaviour of Coop (Italy).
H1: There is significant association between DM marketing as well as, consumer purchasing
behaviour of Coop (Italy)
Research questions
RQ1: What is conceptual knowledge related to DM marketing?
RQ2: How DM marketing has an impact on buying decision of consumers regarding Coop
(Italy)?