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Effects Of Online Advertising on Consumer Buying Behaviour

   

Added on  2020-10-23

15 Pages5475 Words255 Views
Dissertation Proposal

Table of ContentsCHAPTER 1: INTRODUCTION....................................................................................................11.1 Overview of research........................................................................................................11.2 Background of research....................................................................................................21.3 Rationale of Research.......................................................................................................41.4 Research Aim...................................................................................................................41.5 Research Objectives.........................................................................................................51.6 Research Questions..........................................................................................................5CHAPTER 2: LITERATURE REVIEW.........................................................................................62.1 Role of digital marketing on consumer behaviour...........................................................62.2 Importance of online advertisement for attract large number of customers.....................72.3 Relationship between digital marketing and purchasing behaviour of customers..........8CHAPTER 3: RESEARCH METHODOLOGY...........................................................................103.1 Type of Investigation......................................................................................................103.2 Research Design.............................................................................................................103.3 Research Philosophy......................................................................................................103.4 Research approach..........................................................................................................113.5 Data sampling.................................................................................................................113.6 Ethical consideration......................................................................................................11REFERENCES..............................................................................................................................13

Topic: Effect of digital marketing and online advertising on the consumer / buyer behaviour.CHAPTER 1: INTRODUCTION1.1 Overview of researchMarketing refers to an action of promoting as well as selling of services or goodsinvolving the marketing investigation and advertisement. It is a procedure by which services andproducts are moved from the conception to consumers. It consists coordination of the fourdifferent components like product, price, place and promotion (Stephen and Galak, 2012).Digital marketing refers to purchasing and selling services, information and products throughinternet or computer network. Electronic commerce and internet technologies have transformedthe whole economy, along with influencing revenue streams, supply chains, consumer base etc.In this present era, there are several kinds of changes are to be seen by use of internaltechnologies such as online purchasing, easy payment mode etc. which have redefined themanner through which customer avail products and services. In context to digital marketing, it ismarketing of goods by using the digital channels in order to reach at large number of consumers.On the other hand, online advertising is marketing strategy that includes use of Internet asmedium to target the consumers and attempt to fulfil their requirement. It is form of thepromotion with an appropriate usage of internet. With the help of internet, organisation cantarget the large number of consumers towards itself and enhance its sales by providing thembetter quality of services. It is a responsibility of company to determine needs and demands ofconsumers before manufacturing of better quality of products which can be carried out throughconducting online survey and research.In this present time period, consumers want high quality of services as well as goods atreasonable cost. Online advertisement is a kind of marketing related messages which showsinformation about the products and services on Internet. The various tools which can beundertaken by an organisation to promote its good and services can be carried out through searchengine optimisation, email, social media and internet marketing. In context to this, . The qualityof products and its pricing influences the buying behaviour of a prospect. If the price and qualityof products and services will be justified, it will lead to persuade customers into availingofferings of the company (Yadav and Pavlou, 2014). The dissatisfied customers will lead todecline in sales and will negatively influence brand image of the company therefore it is1

essential for a business to undertaken marketing strategies and approaches which attempts tofulfil requirement of customers. 1.2 Background of researchDigital marketing and online advertisement both are the necessary concept of marketingas they both help in attract people towards the firm that too with minimal expenditure. Onlineadvertisement is kind of the mass communication that depends on traditional advertising form.Digital marketing is helpful in promote the brand by using the different forms of the digitalmedia and interest based channels. Generally, online advertisement is related to giveadvertisement to online users via email, internet, smart phones, websites and many others. It isless expensive and helpful in reach at large number of buyers with minimal efforts (Kireyev,Pauwels and Gupta, 2016). The online advertisement helps in generate the more profit andmaintain reputation of company by making people aware about the products and services of thecompany in an inexpensive manner. Marks & Spencer is British Multinational retail companyand specialised in selling of home products, luxury food items, clothing etc. Its main focus focuson satisfy the demands as well as requirements of consumers through their quality orientedofferings. This organisation was established in year 1884 and presently it has total 979 storesacross United Kingdom involving 615 that sell only the food items. Digital marketing is helpfulin make the life of people more easier. With the help of using digital marketing, consumers can buy products and services in anconvenient manner. There traditional buying pattern have been avoided by consumers as itrequires more time and efforts when compared with sources of E-commerce. Before producingany kind of products, marketing deportment of Marks & Spencer determine the needs and tastesof consumers. The taste and preference of consumers are changing with in short period of timetherefore it is essential for Marks & Spencer to opt for innovation in its existing products sothat requirement of target segment are fulfilled. Changing behaviour of buyers can daunting forthe brands and arise the more difficulties for an instance enhance negative publicity (Hoban andBucklin, 2015). Rapid development of information technology has increase significance of theonline advertisement. In context to this, online advertisement is helpful in develop as well ascapture attention of the new and traditional marketers. Through digital marketing, customers cancompare the product and cost from one company to another on different e-commerceapplications .Marks & Spencer spend more money on the advertisement to maintain its market2

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