E-Marketing and Consumer Behavior Assignment

Running Head: E-Marketing and Consumer Behaviour1
E-Marketing and Consumer Behaviour
Student’s Name
Professor’s Name
Course Name

Running Head: E-Marketing and Consumer Behaviour2
Table of Contents
Section I....................................................................................................3
Introduction 3
Problem Statement 4
Research Objectives and Aims 5
Justification and the Potential Output of the Research Project 6
Section II...................................................................................................8
Conceptual Framework 8
Research Methodology 10
Section III................................................................................................13
Organisation of the Study....................................................................13
GANTT CHART...............................................................................13
Deliverables and Milestones................................................................14
Project Budget and Justification...........................................................14

Running Head: E-Marketing and Consumer Behaviour3
Section I
Introduction
E-Marketing is also known as the internet marketing, online marketing and web marketing.
The internet marketing or the e-marketing brings together the technical and the creative
features of the internet. The e-marketing relies on using the digital technologies
amalgamating the same with the traditional marketing communications to achieve the
objective of increasing sales of products as well as services of the company. The electronic
marketing strategies comprise of the online advertising on websites and other promotional
activities like social networking and informative emails (Khan, 2014).
There has been a paradigm shift in the use of the internet as the prime medium of
communication in the last few years. The internet has added richness to the advertising and
the marketing communications by bringing together the audio, video, and text content in the
same message increasing its appeal and effectiveness (Cantallops, & Salvi, 2014). Through e-
marketing, organisations have developed an ability to broaden the scope of their marketing
communication and reach the consumers across all the geographical barriers with the help of
computers and mobile phones. The consumers have also become powerful as they have an
enormous information and data on a variety of topics within their reach and they can
interactively control the communication experience (Fullerton, 2014).
The internet has created an ‘always-on’ communication habitat with the mobile
devices which have created tremendous marketing opportunities for the business
organisations today. Both the consumers and the marketers have access to real-time
information about the buying behaviour of the customers as they transact and interact in the
market (Hur, Kim, & Kim, 2013). This has given rise to debate and research on discerning

Running Head: E-Marketing and Consumer Behaviour4
and evaluating the elements of e-marketing that have an impact on the online consumer
buying behaviour.
This assignment is aimed at preparing a research proposal on the factors of e-
marketing that have an impact on the consumer buying behaviour (Lee, Ko, Tikkanen, Phan,
Aiello, Donvito, &Raithel, 2014). This research proposal aims to distinguish the unique
factors which shape the consumer’s online buying behaviour and how the business
organisations can increase their productivity and profitability by utilising the e-marketing
tools along with the traditional marketing methods.
The Section I of this assignment includes the introduction, the problem statement
defining the issues, the research objectives and aims, the rationalisation or explanation of
research applications, followed by the anticipated outcomes. The Section two (II) consists of
the Conceptual Outline of the proposal, the research proposition, and the studyapproaches.
The Third section of the study incorporates the establishment of the research, The Gantt
diagrams, followed by the overall cost for the research.
Problem Statement
The E-marketing has developed as important aspect of marketing function of the business
organisation. An increasing number of people today are active on the social media platforms
and a large number of consumers use the internet-based resources to conduct a preliminary
research on the services and products and also about the market reputation and the brand
image of the company before arriving at a final purchase decision (Mok, Sparks,
&Kadampully, 2013). A study of the impact of the e-marketing features on the consumer
buying behaviour will help an organisation in devising the framework of the e-marketing
strategies of the organisation. This will help an organisation to improve the speed of

Running Head: E-Marketing and Consumer Behaviour5
marketing communication and explicitly define the organisational goals and which the e-
marketing strategies would help to achieve (Lovelock, & Patterson, 2015).
For developing the right e-marketing strategies an organisation has to undertake an
analysis and study of the target audience of the company. The organisations in today’s digital
world have to devise the e-marketing strategies for the best utilisation of the organisational
resources and facilities and these would in turn help in managing the related processes and
procedures in the organisation in a synchronised and smooth manner. This would result in the
overall development and increase the productivity and profitability of the organisation
(Yarimoglu, 2014).
Research Objectives and Aims
The focus area of this research plan is the study the influenceswhichE-marketing has on the
customerconduct and their purchase decisions. The study would conduct a research on the
aspects on e-marketing which would help the organisations in developing their e-marketing
strategies based on the evaluation of the consumer behaviour (Solomon, Russell-Bennett,
&Previte, 2012).
The aims of this study are:
Evaluation of the consumer behaviour
 To study the effect of the E-marketing on customeractivities and effectiveness of the
various approaches of E-marketing. The research will focus on the influence of E-
marketing and the level of awareness created in the target audience with the help of
the internet marketing tools.
 To understand the recall value and the remembrance value of the consumers to the
various E-marketing channels.

Running Head: E-Marketing and Consumer Behaviour6
The foremost objectives of thestudy are:
 The consumer viewpoint about the level of trust placed by the different consumer
groups on the traditional marketing and the internet based e-marketing methods of
communication?
 What is the impact of the e-marketing on the profits, sales figures, revenues of the
organisation?
 What are the factors that would help the firms in developing the right e-marketing
strategies that would target the customer base of the organisation with the aim of
achieving the vision and mission of the organisation with the use of the most effective
e-marketing tools?
 To understand how the consumer experience of the organisation can be improved and
enhanced with the help of e-marketing tools and strategies.
 Do the e-marketing channels affect the consumer perception and purchase decisions?
Justification and the Potential Output of the research project
Millions of people across the world are bound together by the internet. A large amount of
information is available on the virtual platform and people everywhere tap into those
information resources for a variety of purposes. In the digital age time is of great essence and
consumers across the world prefer an access to all the required information instantly (Boone,
& Kurtz, 2013).
The internet marketing or the e-marketing is fast becoming the best way to reach the
target consumers across the world in the most cost-effective manner and disseminate the
information in a fast and more effective manner. In the digital world of today where virtual
and online platforms are gaining more importance, social media is becoming the preferred
way for the consumers to discuss and exchange information on various topics, the companies