Impact of Digital Media Strategies on Buying Behaviour of Customers: A Study on Starbucks

TO ANALYSE THE IMPACT OF DIGITAL MEDIA
STRATEGIES ON BUYING BEHAVIOUR OF
CUSTOMERS. A STUDY ON STARBUCKS
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ABSTRACT
Main purpose of the current research is to analyse the impact of digital media strategies on
behaviour of customers. This is a main purpose that has been attained through different types of
research methodologies. These methodologies are quantitative research, survey, questionnaire
and many others. All these are main methods that helped researcher in accomplishment of
research aim and objectives effectively. Questionnaire has been developed for collecting primary
information about the topic that resulted in attainment of valid outcomes. Frequency distribution
analysis has been applied for evaluating quantitative data that turn to impacted in attaining aim
and objectives. Main findings of the current research are digital media and marketing strategies
are important for business organisation in changing customer behaviour towards the brand. Main
conclusion of the current investigation is changing customer behaviour helped business in
attainment of competitive advantages successfully.
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ACKNOWLEDGEMENTS
I would like to express my specific thanks to my supervisor who gave me an opportunity to
conduct research over an interesting topic i.e. To analyse the impact of digital media strategies
on behaviour of customers”. A study on Starbucks
Secondly, I would like to thankful to my family members and friends who gave me
appropriate guidance to complete research within given time and in effective manner.
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GLOSSARY
 Digital media strategies: Facebook, twitter, Instagram etc.
 Probability sampling: Helps in selecting larger sample for quantitative research
 Quantitative research: Helps in collecting numerical information
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Contents
ABSTRACT....................................................................................................................................2
ACKNOWLEDGEMENTS.............................................................................................................3
GLOSSARY....................................................................................................................................4
Contents...........................................................................................................................................5
LIST OF TABLES...........................................................................................................................7
LIST OF FIGURES.........................................................................................................................8
LIST OF APPENDICES..................................................................................................................9
1. INTRODUCTION.....................................................................................................................10
1.1 Overview of the topic..........................................................................................................10
1.2 Background of the Starbucks...............................................................................................10
1.3 Problem statement...............................................................................................................10
1.4 Research questions...............................................................................................................11
1.5 Research aim and objectives................................................................................................11
1.6 Rationale of the research.....................................................................................................11
1.7 Outline of the methodology.................................................................................................12
1.8 Chapter’s outline..................................................................................................................12
2. LITERATURE REVIEW..........................................................................................................13
2.1 What is the concept of digital media strategies and digital marketing strategy?.................13
2.2Which of the digital media strategies used in Starbucks to engage with customers?...........14
2.3 What challenges are being made by organisation in implementing of digital media strategy
...................................................................................................................................................16
2.4 Conclusion of the literature review......................................................................................17
3. RESEARCH METHODOLOGY..............................................................................................18
3.1 Research philosophy............................................................................................................18
3.2 Research approach...............................................................................................................18
3.3 Data collection:....................................................................................................................18
3.4 Research Strategy................................................................................................................19
3.5 Research Choice..................................................................................................................19
3.6 Sampling..............................................................................................................................20
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3.7 Ethical Consideration...........................................................................................................20
4. FINDINGS AND ANALYSIS..................................................................................................21
5. CONCLUSION AND RECOMMENDATIONS......................................................................34
Conclusion.................................................................................................................................34
Recommendations......................................................................................................................34
REFERENCES..............................................................................................................................36
APPENDIX....................................................................................................................................38
Blank questionnaire...................................................................................................................38
Questionnaire.............................................................................................................................38
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LIST OF TABLES
Table 1: Companies are moving towards digital marketing strategies for changing behaviour of
customers.......................................................................................................................................22
Table 2: Investing time and funds in developing digital marketing strategies is necessary in this
modern time for Starbucks.............................................................................................................23
Table 3: Starbucks takes advantage of engaging large number of customers by adopting different
digital marketing strategies............................................................................................................24
Table 4: Best digital media strategy adopted by the company currently for changing behaviour of
customers in the favour of company..............................................................................................25
Table 5: Major benefit of digital media strategies within Starbucks.............................................26
Table 6: Challenge is faced by Starbucks if it does not follow any digital marketing strategy....28
Table 7: Major challenge faced by Starbucks while implementing several digital media strategies
.......................................................................................................................................................29
Table 8: Best way for mitigating challenges faced by Starbucks in the procedure of implementing
digital media strategies..................................................................................................................30
Table 9: Starbucks has seen great success and development by using digital marketing strategies
over traditional marketing strategies.............................................................................................31
Table 10: Starbucks measures the success of its digital marketing efforts....................................32
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LIST OF FIGURES
Figure 1..........................................................................................................................................23
Figure 2..........................................................................................................................................24
Figure 3..........................................................................................................................................25
Figure 4..........................................................................................................................................26
Figure 5..........................................................................................................................................27
Figure 6..........................................................................................................................................28
Figure 7..........................................................................................................................................29
Figure 8..........................................................................................................................................30
Figure 9..........................................................................................................................................31
Figure 10........................................................................................................................................32
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