[FULL ACCESS] Digital Marketing Analysis for Tesco

This assignment requires an in-depth analysis of Tesco's digital marketing efforts, including its impact on consumer behavior, brand image creation, and financial performance. The study will explore various themes, such as geographical factors influencing purchasing decisions, quality of products and services affecting brand image, and the effectiveness of digital technology in enhancing business performance. The findings will provide valuable insights for Tesco to enhance its digital marketing strategies and improve its overall performance.

RESEARCH PROJECT
(Impact of digital marketing
on consumer behaviour)

ACKNOWLEDGEMENT
I am so thankful to all those persons who have given me provision, guidance as well as
much needed motivation so as to complete the current research project. Firstly, I owe my thanks
to guide who gave me chance to undertake this study. Furthermore, I am thankful to my team
members, family and friends who helped me in all possible accords. This led to successful
completion of research project and achievement of relevant results.

ABSTRACT
With time, there are many changes that have taken place in respect with technology and
these have both positive and negative impact on the business. Main focus of any firm is to gain
maximum profit. This is only possible when they are able to understand the requirements of
customers and appropriates are taken to satisfy service users. Main focus of the research is to
identify the impact of digital marketing in consumer behaviour. In order to carry out the research
in effective manner, both primary and secondary methods are used. Primary is gathered from 20
customers who make use of the services that are delivered by Tesco. In accordance with the
findings, it can be stated that digital marketing has positive impact on both customers behaviour
and company is helps management to attract more customers and to develop positive perception
within the mind of service users.

Table of Contents
ACKNOWLEDGEMENT...............................................................................................................2
ABSTRACT.....................................................................................................................................3
CHAPTER 1 INTRODUCTION.....................................................................................................1
CHAPTER 2 LITERATURE REVIEW..........................................................................................1
2.1 Introduction......................................................................................................................1
2.2 Literature review..............................................................................................................1
CHAPTER 3 METHODOLOGY....................................................................................................5
3.1 Methodology, methods and techniques............................................................................5
3.2 Sampling...........................................................................................................................6
3.3 Data collection..................................................................................................................6
3.4 Data analysis.....................................................................................................................7
3.5 Ethical consideration........................................................................................................7
3.6 Areas for further research.................................................................................................8
CHAPTER 4 DATA COLLECTION AND ANALYSIS................................................................8
4.1 Data collection..................................................................................................................8
4.2 Data analysis and discussion..........................................................................................10
CHAPTER 5 CONCLUSION AND RECOMMENDATIONS....................................................17
5.1 Conclusion......................................................................................................................17
5.2 Recommendations..........................................................................................................17
5.3 Areas for further study....................................................................................................18
REFERENCES..............................................................................................................................19
APPENDIX 1: Proposal.................................................................................................................22
1.1 Research project description...........................................................................................22
1.2 Research aims and objectives.........................................................................................23
1.3 Literature review............................................................................................................23
1.4 Research methodology...................................................................................................24
1.5 Structure of project.........................................................................................................25
APPENDIX 2.................................................................................................................................28

Thematic analysis.................................................................................................................28

CHAPTER 1 INTRODUCTION
Proposal covered in Appendix
CHAPTER 2 LITERATURE REVIEW
2.1 Introduction
With this regard, the organisation needs to carry their operations and functions to enhance
knowledge and skills. With this regard, relationship will be carry to identify impact of digital
marketing on the business objectives and goals. Therefore, targets will be accomplish through
identify interrelationship between objectives and different activities. Researcher has aim is to
formulate relationship with consumer behaviour. It assists to identify impact of the different
activities which considered in the whole research program. Further, the research focuses on the
determining the benefits that retail like Tesco have with the help of digital marketing. Further, it
also enable to improve the satisfaction level of customer are also discussed.
2.2 Literature review
In this aspect, there are different themes develop that assists to meet with goals and
objectives in systematic aspect. With this regard, following outcomes can be develop in
systematic aspect:
Concept of digital marketing and consumer behaviour
As per the view of Felix, Rauschnabel and Hinsch, (2017), digital marketing emphasize
as the electronic commerce that assists to meet with goals and objectives in systematic aspect.
With this regard, several facilities determine that assists to accomplish targets and goals in
systematic aspect and this is done by setting up goals and objectives. Recently, digital marketing
assists to promote products and services in different areas of the world. Therefore, the business
can easily develop their operations and functions to attract them. However, Whiting and
Williams, (2013) stated that consumer demand towards the responses which make clear results to
focus on the products and services. In this way, digital marketing is the important element which
helps to share views and opinion towards the business outcomes. Furthermore, people are never
afraid with experimenting so that several people create their views on different sites such as
Twitter, Facebook, etc. When any advertisement is posted by firm, then management are able to
determine the views given by people.
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On the other hand, Bianchi and Andrews, (2015) said that loyalty of consumer towards
the company also determines creative results in the business unit. Therefore, it is profitable to
make proper functioning in the business environment. It is the best way to accomplish the targets
in systematic aspect. Hence, sales will be enhances through getting more with products and
services. Beside this, Manzerolle and McGuigan, (2014) also explored that digital marketing
creating effective results in the business to attract many customers to deliver different kinds of
services in the business unit. It is the best way to attract customers of different nations through
one strategy. As results profitability will be enhances which develops as the growth of business
environment. Retail market is growing very fast so that digital marketing creating important role
in success of the business and its operations. For gaining more profits, it is the best way to gather
several people in business.
Factors that influence to digital marketing on consumer behaviour
As per the view of Pescher, Reichhart and Spann, (2014), market and market trends
continuously enhances that assists to increase profitability in the business. In this context, there
are several factors exists that impact on digital marketing and consumer behaviour. Culture is the
crucial element that play very important role for the consumer behaviour. Therefore, it is
determines as the complex belief that included in the society. Values, custom and tradition of the
consumer create impact on the consumer. However, Dessart, Veloutsou and Morgan-Thomas,
(2016) sub culture is the group of various people that are share same values and many other
things in term of religion, racial group, etc. In particular nation, these things are determines as
the important elements which make effective results and outcomes in the business. With the help
of group performances, it will be enhances and making sense of outcomes in systematic manner.
Along with this, Stone and Woodcock, (2014) argued that social factors determines as the
social status and group which could be influence to buyer behaviour. This type of group refers as
the social origin, place of work, etc. With this regard, families are playing crucial role for
assessment of the behaviour. Social status also equally important for the digital marketing
decisions which assists to develop success and ability for the goals and objectives. On the other
hand, Fransen, Verlegh and Smit, (2015) generated their views that personal factors also
influences to the digital marketing which determines as the consumer behaviour. It is the best
way to identify personal perception of each person within the business. It is the crucial aspect
which highly impact on the digital marketing.
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Interrelationship between digital marketing and consumer behaviour
According to the point of Erragcha and Romdhane, (2014), digital marketing is very
important fundamental aspect that creates several marketing activities for accomplish business
objectives. With this regard, online programs will be develops through internet technologies. It
can be defines as the marketing objectives that are conducted to develop effective functions. On
the other hand, You, Vadakkepatt and Joshi, (2015) explored that digital marketing consists
communication medium to attract several people in the business enterprise. This will increase
marketing communication through developing message, text, etc. Digital marketing is the
important aspect that assists to enhance detailed about the information. Consumers are also
available to receive marketing messages that create environment in order to increase the
opportunities.
As per the view of Mackey and Liang, (2015), consumer behaviour is the important
factor which create great impact on the perception of target market. There are several factors
exists that can be influence to consumer behaviour of Tesco. It includes culture, social, personal,
psychological, etc. Hence, each business should understand their several components to assess
the needs and requirement of consumer. However, Godey, Manthiou and Singh, (2016) said that
consumer behaviour also related with psychological concept. It is the systematic aspect which
develop target market performances in different businesses. In this process, there are different
alternatives exists which assists to understand needs and demand of the customer which develop
profitability at workplace. As results, alternatives evaluated in proper way for selected brand and
products. Level of satisfaction also need to be assess for development of the brand that
determines different alternative options that are very important for the business.
In the contrast, Wolny and Charoensuksai, (2014) it can be stated that consumer
behaviour is the study which develop through digital marketing at workplace. It is the best way
to understand about the market profitability. In this way, objectives can be develops in
systematic aspect. It makes significant results in the business for the business development.
Impact of digital marketing on retail business.
As per the view of Nilsson and Ballantyne, (2014), public relation is the one of crucial
aspect which assists to make creative strategy in the business that improves brand performances
of the company. It is the systematic process which creates strategic communication to maintain
proper relationship with several stakeholders. When business able to maintain their effective
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brand image, they can make effective public relationship. Relationship also maintained through
social media which create high brand image of the organisation to accomplish their goals and
objectives. However, Holmes, Byrne and Rowley, (2013), argued that organisation has
responsibilities develop effective needs and want of people to maintain effective relationship. In
this way, advance technology elements need to be determines that make brand image for enhance
positive perception in the business environment. When the business able to deliver their effective
products and services, problems of customers need to be resolved in systematic manner.
Ways for enhances digital marketing for consumer behaviour
As per the view of Cummins, Peltier and Nill, (2014), accomplish the goals and
objectives determines important aspect within the business unit. There are several types of
activities exists that assist to develop effective functions and operations for development of the
business. In this way, Tesco able to accomplish their targets and goals when they make creative
functions in it. It is the best way to ensure profitability and performances enhancement for serve
qualitative products and services. On the other hand, Cairns, Angus and Caraher, (2013)
explored their views that there are several activities can be operated by the company for ascertain
effective information at workplace regarding customer requirement. In this way, the company
require make secure website so that they can accomplish their goals and objectives in systematic
aspect. It is the best way to make sure that customers happy to demonstrates several activities.
According to the point of Arli, Tjiptono and Porto, (2015), customer behaviour is the
important element which assists to make creative results in the business environment. This is
because, it enhances decisions to accomplish the products and services development of the
outcomes. There are several factors exists that implied for marketing mix in Tesco which
enhance its performances with digital marketing. Therefore, it helps to develop several
opportunities at workplace. Beside this, Bidargaddi, Musiat and Licinio, (2017) stated that
customer behaviour also required to develop their effective functioning at workplace. There are
several products and services exists which assists to understand the behaviour of customer so that
profitability will be increasing in significant manner.
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CHAPTER 3 METHODOLOGY
3.1 Methodology, methods and techniques
Methodology is important tool that assists to identify issues and problems in the business
environment. With this regard, at workplace of the chosen environment, there are different tools
and techniques determines which helps for conducting the research. There are effective tools
exists that carried to meet with outcomes (Hudson, Huang and Madden, 2016). In research
methodology different elements included that helps to assess impact of digital marketing on
consumer behaviour.
Research philosophy: Research philosophy is the essential element that enables to focus
on the aim and objectives set by the researcher. With this regard, functions and operations will be
develops that assists to make creative functions in it. This element important for focusing on
subjective part for involving models and theories (Yadav, De Valck and Spann, 2013).
Interpretivism and positivism research philosophy are two fundamental aspects which assists to
develop effective results in organisation. In the present research, interpretivism research
philosophy has been taken that helps to accomplish objectives in systematic manner.
Research design: Research design defines as the conducting of research through
different elements such as experimental, exploratory, descriptive, etc. In the present research,
exploratory research design developed that assists to achieve goals for assessment and in
achieving the aim and objectives (Cesareo and Pastore, 2014). In addition to this, descriptive
research design also carried for assessment of the theoretical outcomes at workplace.
Research approach: Research approach is the very important aspect that make effective
functions and operations for the research program. Inductive and deductive research approach
has been taken in the present research program which assists to make creative results in the
business. It helps to interpret data and information for accomplishment of business outcomes. In
addition to this, it is also useful to carry hypothesis testing for formulation of scholar process in
positive aspect (Leonidou, Leonidou and Kvasova, 2013). There are several models, strategies
and theories ascertain to accomplish goals and objectives.
Research strategy: In the present research, qualitative strategy has been used that assists
to implement different models and theories for successful outcomes. In addition to this, there are
different kinds of elements implemented that are frames to assess performances regarding
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particular topic. Therefore, researcher responsible to carry their functions and operations for
customer satisfaction (Godey, Manthiou and Singh, 2016).
3.2 Sampling
In present research, simple random sampling method has been used that determines equal
opportunities towards the each respondent. In this way, researcher ask question from respondent
to determines decisions on it for the whole population. Therefore, 20 customers have been
selected from Tesco for analysis the present research program. These are people who make use
of the products and services that are delivered by the firm. It assists to develop positive results in
the program for accomplish effective results in it. Digital marketing highly influencing in the
positive context within the business environment (Fransen, Verlegh and Smit, 2015). Survey has
been conducted on primary and secondary two types of data that assists to develop effective
results in the business. With this regard, primary data has been taken from survey from
customers this has helped in achieving the objectives and goals in systematic manner as
appropriate data is gathered from the response provide by customers. Researcher need to ask
each question from several respondents so that they can easily meet with goals and objectives.
Positive relationship also maintained to satisfy each customer in the business. Therefore, social
media influence for customer satisfaction in systematic aspect.
3.3 Data collection
It is another important aspect that makes creative function and operations for carrying out
the research. In this way, desired outcomes will be developed at workplace that assists to meet
with targets and results. There are two different methods that are helpful to gather information,
these are primary and secondary methods. Primary data are information that are gathered for the
first time. With the help of primary data, researcher will able to take fresh and relevant
information at workplace regarding different customers (Jernigan, Noel and Lobstein, 2017). In
this aspect, they have to carry their operations and outcomes to deal with different people in
significant manner. There are several tools exist that assists to accomplish objectives and goals
with different resources. Further, different sources for gathering primary information are survey,
interview, observation and focus group. On the other hand, secondary data are those which are
already gathered by some other researchers. Beside this, different methods that are helpful
enough to gather secondary information are books, journals, articles, magazines, online websites,
etc. Hence, all these elements take important place that assists to accomplish effective results in
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attaining the research topic. Targets also develop in the systematic way that enhance profitability
as well (Godey, Manthiou and Singh, 2016).
In the present research, primary and secondary information assists to analysis information
that assists to meet with views of different people. This will assist to gather relevant information
that are using first time and create effective functions in it. Secondary information also gather
through different resources such as previous authors research, magazines, etc. It is the best way
to enhance creative functioning at workplace (Fransen, Verlegh and Smit, 2015). Therefore,
objectives and goals will be develops that make proper functioning in organisation.
3.4 Data analysis
When information is gathered, then it requires to have appropriate analysis made so that
findings can be presented effectively. There are two different techniques that are helpful enough
to conduct data analysis part. These are qualitative and quantitative methods. Among these two,
researcher has made use of qualitative method. More specifically, thematic is applied as it
enables to present the findings in form of table, graphs, charts, etc.
3.5 Ethical consideration
With this regard, researcher has responsibilities to carry relevant information towards the
business to make creative functions and operations. In this way, right and wrong things need to
be identified and then develop their products and services. Further, they have to follow all legal
rules and regulations that assist to accomplish effective results in the business enterprise.
Therefore, they are able to gather relevant data from different resources at workplace. In addition
to this, they have to ensure that study never harm and create negative impact on the people
(Killian and McManus, 2015). As results, they are able to maintain proper information for
ascertain effective results at workplace.
Personal information from respondents also need to be carry for development of the
business and its objectives. As results, it creates relevant data and interpretation that are required
in the enterprise (Felix, Rauschnabel and Hinsch, 2017). With the help of proper rephrasing,
research will be develops in systematic manner. Along with this, researcher should maintain
relevancy in their requirement which assists to develop proper functioning at workplace.
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3.6 Areas for further research
There are different areas in which research can be carried out. In this context, different
people have diverse set of perception and way of understanding things. Similar research can be
conducted in other countries. Further, the rate of satisfaction level can be analysed and evaluated
in effective manner.
CHAPTER 4 DATA COLLECTION AND ANALYSIS
4.1 Data collection
Data collection is the important tool that assists to researcher for evaluating it from
different resources. In this context, they have to take primary and secondary data through
conducting effective research program. It assists to them for analysis their information in
significant manner (Jernigan, Noel and Lobstein, 2017). It is very important for them to conduct
the relevancy and dependability at workplace. Without data analysis, research will never
complete so that entire investigation based on it for development of the business. Within the
investigation, there are thematic analysis will be taken to assess the impact of digital marketing
on consumer behaviour. There are different questions has been asked from 20 customers of
Tesco.
Questionnaire
Name:
Age:
gender:
1. How long are you buying products and services from the Tesco?
 In 1 to 3 months
 3 to 6 months
 6 months to one year
 More than one year
2. What are the factors influence to you for purchasing products and services of Tesco?
 Personal factors
 Geographical factors
 Demographic factors
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 Psychological factors
 Other factors
3. How are you agree that brand image of the company affecting to you for purchasing products
and services of the Tesco?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
4. According to you which fact affect to the brand image of the organisation?
 Price
 Quality of products and services
 Advertisement
 Brand names of other enterprise
 Social media
 Any other
5. Do you agree that Tesco need to enhance their efforts for creating brand image at workplace?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
6. Digital marketing create positive impact on consumer behaviour?
 Yes
 No
 Cannot say
7. What are the main advantages to the chosen company with implementing digital marketing?
 Improvement in financial position
 Reduction in the costs
 Enhancement in the customer satisfaction
 All the above
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8. There is any financial risk exist in digital marketing of the Tesco?
 Yes
 No
 Cannot say
9. Digital marketing is the best opportunities for the company to enhance their performances?
 Yes
 No
 Cannot say
10. What are other thing which you want to implement in the business enterprise?
 E-banking
 Updated advance technology
 Better customer's satisfaction and their understanding
4.2 Data analysis and discussion
Theme 1: Customers are often buying products and services from the Tesco
Interpretation :- From the above graph there will be focus on the months. In the starting form
the three months customer are buying more and more products and services from tasco. After
the end of the three month due to less marketing there will be less sales in this three to six
months. A customer will buy product in one time in between three to six months. After the
completion of six months only 2 time customers will buy a product or as per the above graph
10
14
3
2 1 In 1 to 3 months
3 to 6 months
6 months to one
year
More than one
year

there will be six months to one year there will be only one time customer will purchase the
products.
Theme 2: Geographical factors highly influence to purchasing of products and services of the
business
Interpretation :- As per the above graph there will be some factors that will affect the
purchasing power in such situation personal factor will affect the purchasing power of the
customer than geographical factor will influence to purchasing of products and services.
Demographic , psychological and other factor influence the same as per the above graph.
Theme 3: People are strongly agree with brand image of the chosen business which affect to
the purchasing products and services of Tesco
11
15
2
11
1
Personal factors
Geographical factors
Demographic factors
Psychological factors
Other factors

Interpretation :- As per the above graph there will be focus on most of the person will br
strongly agree with the brand image ,some people are agreed as per the graph. In such a case
there will be some person are neutral like 2 it means they are not strongly agree or agree they are
normal. At the end there will be focus on the graph tow person are (1,1) is strongly disagreed.
Theme 4: Quality of products and services highly influence to the brand image of the
enterprise
12
13 3
2
11 Strongly agree
Agree
Neutral
Disagree
Strongly disagree

Interpretation :- As per the above graph there will be first price will be affect the brand image.
According to the graph most of the part will be affected by quality of the products and services,
then less advertisement will be affected the brand image . At the last thing brand image ,social
media or other factor will be affect the brand image.
Theme 5 Tesco require enhance their efforts to create brand image
13
3
12
2
1
11 Price
Quality of products
and services
Advertisement
Brand names of
other enterprise
Social media
Any other
14
2
211
Strongly
agree
Agree
Neutral
Disagree
Strongly
disagree

Interpretation :- As per the above graph out of 20 in 14 people are strong agree. Only 2 people
have agreed with this statement. Only 2 people will neutral and 1 , 1 people is disagree and
strongly disagree.
Theme 6: Digital marketing create positive impact on the consumer behaviour
Interpretation :- From the above graph there will be 20 people out of 18 will be agree with this
statement and only 2 people is disagree with this statement.
Theme 7: Improvement is the financial position is the main advantages through implement
digital technology
14
18
2
Yes
No
Cannot say
15
2
21
Improvement in
financial position
Reduction in the
costs
Enhancement in
the customer
satisfaction
All the above

Interpretation :- As per the above graph there will be focus on the out of 20 only 15 people is
agree with this statement and 2 persons can say reduction on the cost. 2 persons will say
enhancement in the customer satisfaction. 1 person will agree all of these statements.
Theme 8: Digital technology also consist certain financial risk
Interpenetration :- As per the above graph there will be focus on the 20 persons out of which
15 will be agree with this statement only 2 can not say anything on this topic or 3 will be
completed say no with this statement.
Theme 9: Digital marketing is the best opportunities for enhance performance of Tesco
15
15
3
2
Yes
No
Cannot say

Interpretation :- As per the above graph 20 out of 16 will be agree with this statement and 2
will not say anything or 2 persons will be completely say no with this statement. In this aspect,
opportunities could be enhances towards the business enterprise for ascertain effective results in
it. It is the best way to develop target market and enhance creativity at workplace. Furthermore,
it also develop effective results in systematic aspect.
Theme 10: Updated advance technology is effective strategy for the business enterprise
Interpretation :- As per the above graph 20 out of 18 persons is agreed with the statement and
only 2 persons will say that better customer satisfaction and this understanding is important part.
Furthermore, it can be stated that advance technology create effective results in the business
16
16
2
2
Yes
No
Cannot say
2
18
E-banking Updated
advance
technology
Better
customer's
satisfaction and
their
understanding

through the business able to deliver relevant information towards the products and services.
Moreover, two people stated that E-banking is the important aspect which assists to enhance
effective results in the business environment.
CHAPTER 5 CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
In respect to develop effective results, in the present report, it can be concluded that there
are several key factors exists which assists to take the research. It assists to create positive impact
on the effective results in business. With this regard, customer perception, market trends, etc.
elements influence to the business and its operations. Therefore, it helps to develop effective
results through establish operations in research. Brand images of the products and services will
attract customers which influence to them to make effective functioning in it. Furthermore, it has
been seen that if company has poor image, their products and services selling will be reduce that
create negative impact on the operations and functions (Fransen, Verlegh and Smit, 2015). In the
project, it has been assessed that venture also gain competitive advantages which assists to
accomplish business objectives and goals in systematic manner. Therefore, data analysis is the
effective aspect which assists to make creative results in the business operations. In addition to
this, assessment of the digital marketing also enhance positive brand image of the company that
assists to attract many customers in business. It is the best way to develop target market in
different areas of the world. With the help of positive perception, development of the objectives
and goals will be ascertain in business unit. In the business, brand image strategies also more
effective that make high efforts to create effective functioning in market (Felix, Rauschnabel and
Hinsch, 2017).
In addition to this, it can be summarised that digital marketing play very important role to
attract many customers. In this aspect, advance technology assists to make sure create effective
functioning at Tesco. Therefore, their financial performances will be enhances that create proper
working and outcomes in significant manner. It is the best way for development of the objectives
and goals (Watson, McCarthy and Rowley, 2013).
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5.2 Recommendations
In order to develop effective results in the business, there are several elements
implemented that create positive impact. With this regard, brand image of the company can be
ascertain to make high profits and revenue at workplace. In order to create more profits,
following are certain recommendations can be determines at workplace:
 Venture need to use different kinds of social media through they can easily enhance
performances of digital marketing. It is the best way to satisfy customers in significant
manner at workplace. It assists to create good brand image and increasing profitability at
workplace as well. In this way, Facebook and Twitter will easily develop their profits and
revenue to create developing outcomes at workplace (Jernigan, Noel and Lobstein, 2017).
 Further, public strategy is the another element which make creative functioning through
development can be ascertain in systematic way at workplace. In this way, word of mouth
is the essential element that make creative results in business unit. In this way, good
perception also maintain in customer mind which assists to increase brand image in
positive manner. It is the best way to create effective relationship with many people in
business environment (Felix, Rauschnabel and Hinsch, 2017). Therefore, brand image of
the company will be increasing in the systematic manner.
 Further, the chosen organisation has week financial position so that they have to make
effective functioning in it through develop performances. In this aspect, Tesco require
concentrate on their effective advertisement that assists to meet with goals and objectives.
5.3 Areas for further study
There are several other areas exists in which business performances will be develop for
ascertain effective results in retail industry. It is the best way through business will able to
deliver their effective financial performances. This is because, the chosen organisation facing
many issues and problems that need to be solved for development of the business environment.
In order to cater effective information, Tesco can enhance their performances for further
research. They are as follows:
 To analysis impact of social media on consumer perception.
 To identify factors that enhance performances of the internet market which influence to
the organisation.
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 To assess training and development needs to enhance performances of retail sector
business through implement advance technology in it.
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APPENDIX 1: Proposal
1.1 Research project description
Introduction
With passing of time, consumer demand and perception continuously change day by day.
With this aspect, technology very helpful perspective that assists to make creative and advance
results in business (Jernigan, Noel and Lobstein, 2017). This is because, it influences to the
customer demand and requirements about changes and market trends. In this aspect, present
study is conducted on analysing effective results in identifying impact of digital marketing on
consumer behaviour. This is effective work that assist to meet with credible research work in
significant manner.
Background
In respect to analysis the impact of digital marketing on consumer behaviour, Asda Store
Ltd. has been selected that is the largest super market retailer in UK. They are providing different
kinds of products and services which helps to enhance market share with digital marketing.
Further, it also provides platform to the business to engage several numbers of customers in it
(Manzerolle and McGuigan, 2014). With the help of digital marketing, effective services will be
develops that assists to meet with goals and objectives. In the survey, continuous development
has been made that assists to create effective results in the business. With this regard, digital
technology takes important part that is greatly reformed from the productive approach. There are
several kinds of additive features included to satisfy customers. Digital marketing also involves
in the different transactions to perform several functions and operations in the business (Bianchi
and Andrews, 2015).
Tesco is the international multichannel brand of retail products and services. Therefore,
the company has several advantages to implement several things in the business. With this
aspect, they have to enhance operations and functions that develops by digital marketing
(Whiting and Williams, 2013). Therefore, it is the crucial element which enhance profitability
and attract several customers in the business unit. As results, targets will be accomplish in the
organisation to assure accomplishment of results.
Rationale
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Due to rapid growth of the digital marketing, consumer choice affected in order to make
many decisions in the business. With this regard, target market continuously develops that assists
to focus on the modern people. In addition to this, drive on the sales of Asda, social media assists
to promote closer to each customer. In this way, shopping app develops by the business to
manage functions and operations through engage several numbers of people (Killian and
McManus, 2015). It assists to make many categories for attract customers in the business unit. In
this way, budget also require prepare proper fund assessment to develop effective functioning.
1.2 Research aims and objectives
Aim: “ To identify impact of digital marketing on consumer behaviour - A study on Tesco.”
Objectives:
 To understand the concept of digital marketing and consumer behaviour of Tesco.
 To analysis factors that influence to digital marketing and consumer behaviour.
 To identify interrelationship between digital marketing and consumer behaviour.
 To assess the impact of digital marketing which could be impact on retail sector business.
 To explores ways through digital marketing can be enhance consumer preferences.
 To recommends ways through performances will be enhance for customer satisfaction.
Research questions
 What is the concept of digital marketing and consumer behaviour?
 What are the factors which can be influences to digital marketing and consumer
behaviour?
 How consumer behaviour and digital marketing have interrelationship for accomplish
business objectives.
 How to digital marketing could be impact on retail sector business?
 What are the ways through digital marketing can be enhance consumer preferences?
 What recommendation you provide to enhance business performances and outcomes?
1.3 Literature review
In respect to determines the importance of business outcomes, consumer behaviour is
very important aspect that assists to accomplish business goals. There are different themes made
that describes review of different authors, articles, magazines, etc. Therefore, it will be helpful to
make creative functioning in the business environment. Digital marketing is very helpful aspect
that widely impact on the consumer behaviour (Watson, McCarthy and Rowley, 2013). With the
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help of different social sites, it has been assessed that Tesco has several advantages to
accomplish their goals and objectives in crucial aspect. Therefore, competition will be increasing
that impact on market of different enterprise. Marketing consultant also requires identify reason
to buy product and services in business. With the help of big presentation of companies digital
technology, digital marketing play very important role in the business. Following are different
themes will be develops at workplace that assists to meet with goals and objectives:
 Concept of digital marketing and consumer behaviour:
 Factors that influence to the digital marketing and consumer behaviour:
 Interrelationship between consumer behaviour and organisation objectives:
 Ways through digital marketing performances could be expand for development of the
business objectives:
1.4 Research methodology
In respect to create effective functions and operations, there are different kinds of
activities exists that assists to promote business results in effective manner. With this regard,
researcher need to observe recent research through evaluation of impact of customer decisions in
the overall business (Felix, Rauschnabel and Hinsch, 2017). In the current research, data also
gather through primary and secondary data. Qualitative data also collected through interview in
which social media marketing develop effective results at workplace. In addition to this,
secondary qualitative data also composed with the help of different books, articles, etc.
 Research design: Research design refers as the overall planning which includes
integrating of the research components that are determines effective results in the
business. With this regard, digital marketing creates promotion and effective outcomes
that assists to meet with goals and objectives (Ramaswamy and Ozcan, 2016). With the
help of logical process, research components need to be merged properly. There are
different kinds of research design determines that create effective results in the business
unit. For example, co-relational, descriptive, experimental, etc. Therefore, in the present
research, descriptive research design has been taken which is also known as explanatory
design.
 Research philosophy: Research philosophy also requires assess the effective results in
the business. With this regard, sources and improvement of particular knowledge needed
at workplace. There are two kinds of research philosophy included that create effective
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results in the business unit (Quinton, 2013). One is positivism and another is
interpretivism. Therefore, present research follows positivism philosophy that assists to
conduct effective research for real life facts. It is the best way to know about the business
results.
 Research approach: There are two types of research followed that develops by the
research approaches. It assists to identify impact of different outcomes in the business.
With the help of creative research, evaluation also made through deductive approach that
assists to accomplish different assumptions in the business environment (Killian and
McManus, 2015).
1.5 Structure of project
In the present research, plan and research will be made that effective results. In this
aspect, there are some significance can be seen that assists to meet with goals and objectives of
the organisation. With the help of SERVQUAL model, 5 dimensions has been taken. It is the
best way through structure will be determines in several chapters that are as follows: Chapter 1 Introduction: It is the first element which assists to make creative results in
the business operations. In this aspect, overview and research development ascertain to
carry research in effective manner. With this regard, outsourcing in Tesco also identify to
assess customer satisfaction in the business enterprise. In this section, improvement in the
business requires accomplish effective results in business (Whiting and Williams, 2013).
Further, it also includes discussion on the topic that are very effective and helpful to carry
the effective research program. Chapter 2 Literature review: In this chapter, researcher need to take review of several
outcomes that related with aims and objectives. It assists to assess opinion from the
different literature sources. Therefore, reflection could be identified which impact on the
functions and operations. In this way, e-banking system will be develops to identify
consumer behaviour. Hence, researcher can analysis performance and outcomes to carry
several operations at workplace (Manzerolle and McGuigan, 2014). It could be done
through secondary sources that are carried effectively at workplace. Chapter 3 Research methodology: In this chapter, researcher need to analysis several
tools and techniques that assists to meet with goals and objectives. In this aspect, majorly
two elements included that assists to promote effective functions and operations at
26

workplace. Primary and secondary tools has been used that assists to analysis the present
topic in systematic way (Felix, Rauschnabel and Hinsch, 2017). There are different
techniques develops at workplace that assists to conduct survey for the study. Sample size
is 50 at random basis. Chapter 4 Data analysis and findings: In the forth chapter, data are collected from
different resources. Therefore, it assists to analysis crucial information that assists to crate
the best possible outcomes in the business. With the help of descriptive analysis, research
will be carried in effective way (Bianchi and Andrews, 2015).
 Chapter 5 Conclusion and recommendation: It is the last chapter in which researcher
need to carry their work through identifying conclusion through research. In this way,
recommendation also developed in systematic aspect that assists to make creative results
in digital analysis. It helps to overcome issues from desired results to gain more
profitable results in the business. Suggestion also need to manage that helps to enhance
improvements in digital technology with business development (Killian and McManus,
2015).
Action plan
Activity/Week 1 2 3 4 5 6 7 8 9 1
0
1
1
1
2
1
3
1
4
1
5 16
Formulation of research proposal
Preparing aim and objectives
Writing background research
study
Assortment of suitable
research methodologies
27

Data collection by using
primary and secondary
sources
Examination of the collected
data
Interpretation of collected
information to generate
expected results
Conclusion and
recommendations
Submission of draft report
Modifications as per the
feedback comments
Final Submission
In the present research, there are different kinds of activities take place that assists to
promote different functions in systematic manner. With this regard, preparation of proposal, aims
and objectives, background research, collection of data, their examination, etc. activities
determines in the successful way. Therefore, every activity requires time in which objectives and
goals can be accomplish in systematic aspect. Apart from this, recommendation also providing
that assists to further research program in systematic way. In this way, modifications also done in
feedbacks which required for ascertain effective functioning in the business environment.
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APPENDIX 2
Thematic analysis
Theme 1: Customers are often buying products and services from the Tesco
How long are you buying products and
services from the Tesco?
Respondents
In 1 to 3 months 14
3 to 6 months 3
6 months to one year 2
More than one year 1
Theme 2: Geographical factors highly influence to purchasing of products and services of the
business
What are the factors influence to you for
purchasing products and services of Tesco?
Respondents
Personal factors 15
Geographical factors 2
Demographic factors 1
Psychological factors 1
Other factors 1
Theme 3: People are strongly agree with brand image of the chosen business which affect to
the purchasing products and services of Tesco
What are the factors influence to you for
purchasing products and services of Tesco?
Respondents
Strongly agree 13
Agree 3
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Neutral 2
Disagree 1
Strongly disagree 1
Theme 4: Quality of products and services highly influence to the brand image of the enterprise
According to you which fact affect to the
brand image of the organisation?
Respondents
Price 3
Quality of products and services 12
Advertisement 2
Brand names of other enterprise 1
Social media 1
Any other 1
Theme 5 Tesco require enhance their efforts to create brand image
Do you agree that Tesco need to enhance
their efforts for creating brand image at
workplace?
Respondents
Strongly agree 14
Agree 2
Neutral 2
Disagree 1
Strongly disagree 1
Theme 6: Digital marketing create positive impact on the consumer behaviour
Digital marketing create positive impact on
consumer behaviour?
Respondents
30

Yes 18
No 2
Cannot say 0
Theme 7: Improvement is the financial position is the main advantages through implement
digital technology
What are the main advantages to the
chosen company with implementing digital
marketing?
Respondents
Improvement in financial position 15
Reduction in the costs 2
Enhancement in the customer satisfaction 2
All the above 1
Theme 8: Digital technology also consist certain financial risk
There is any financial risk exist in digital
marketing of the Tesco?
Respondents
Yes 15
No 3
Cannot say 2
Theme 9: Digital marketing is the best opportunities for enhance performance of Tesco
Digital marketing is the best opportunities
for the company to enhance their
performances?
Respondents
Yes 16
No 2
Cannot say 2
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Theme 10: Updated advance technology is effective strategy for the business enterprise
What are other thing which you want to
implement in the business enterprise?
Respondents
E-banking 2
Updated advance technology 18
Better customer's satisfaction and their
understanding
0
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