logo

Impact of Digital Marketing on Consumer Behaviour Report

   

Added on  2020-07-22

38 Pages8943 Words288 Views
RESEARCH PROJECT(Impact of digital marketingon consumer behaviour)

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

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

Table of ContentsACKNOWLEDGEMENT...............................................................................................................2ABSTRACT.....................................................................................................................................3CHAPTER 1 INTRODUCTION.....................................................................................................1CHAPTER 2 LITERATURE REVIEW..........................................................................................12.1 Introduction......................................................................................................................12.2 Literature review..............................................................................................................1CHAPTER 3 METHODOLOGY....................................................................................................53.1 Methodology, methods and techniques............................................................................53.2 Sampling...........................................................................................................................63.3 Data collection..................................................................................................................63.4 Data analysis.....................................................................................................................73.5 Ethical consideration........................................................................................................73.6 Areas for further research.................................................................................................8CHAPTER 4 DATA COLLECTION AND ANALYSIS................................................................84.1 Data collection..................................................................................................................84.2 Data analysis and discussion..........................................................................................10CHAPTER 5 CONCLUSION AND RECOMMENDATIONS....................................................175.1 Conclusion......................................................................................................................175.2 Recommendations..........................................................................................................175.3 Areas for further study....................................................................................................18REFERENCES..............................................................................................................................19APPENDIX 1: Proposal.................................................................................................................221.1 Research project description...........................................................................................221.2 Research aims and objectives.........................................................................................231.3 Literature review............................................................................................................231.4 Research methodology...................................................................................................241.5 Structure of project.........................................................................................................25APPENDIX 2.................................................................................................................................28

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

CHAPTER 1 INTRODUCTIONProposal covered in Appendix CHAPTER 2 LITERATURE REVIEW2.1 IntroductionWith this regard, the organisation needs to carry their operations and functions to enhanceknowledge and skills. With this regard, relationship will be carry to identify impact of digitalmarketing on the business objectives and goals. Therefore, targets will be accomplish throughidentify interrelationship between objectives and different activities. Researcher has aim is toformulate relationship with consumer behaviour. It assists to identify impact of the differentactivities which considered in the whole research program. Further, the research focuses on thedetermining the benefits that retail like Tesco have with the help of digital marketing. Further, italso enable to improve the satisfaction level of customer are also discussed.2.2 Literature reviewIn this aspect, there are different themes develop that assists to meet with goals andobjectives in systematic aspect. With this regard, following outcomes can be develop insystematic aspect:Concept of digital marketing and consumer behaviourAs per the view of Felix, Rauschnabel and Hinsch, (2017), digital marketing emphasizeas 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 insystematic aspect and this is done by setting up goals and objectives. Recently, digital marketingassists to promote products and services in different areas of the world. Therefore, the businesscan easily develop their operations and functions to attract them. However, Whiting andWilliams, (2013) stated that consumer demand towards the responses which make clear results tofocus on the products and services. In this way, digital marketing is the important element whichhelps to share views and opinion towards the business outcomes. Furthermore, people are neverafraid with experimenting so that several people create their views on different sites such asTwitter, Facebook, etc. When any advertisement is posted by firm, then management are able todetermine the views given by people.1

On the other hand, Bianchi and Andrews, (2015) said that loyalty of consumer towardsthe company also determines creative results in the business unit. Therefore, it is profitable tomake proper functioning in the business environment. It is the best way to accomplish the targetsin systematic aspect. Hence, sales will be enhances through getting more with products andservices. Beside this, Manzerolle and McGuigan, (2014) also explored that digital marketingcreating effective results in the business to attract many customers to deliver different kinds ofservices in the business unit. It is the best way to attract customers of different nations throughone strategy. As results profitability will be enhances which develops as the growth of businessenvironment. Retail market is growing very fast so that digital marketing creating important rolein success of the business and its operations. For gaining more profits, it is the best way to gatherseveral people in business. Factors that influence to digital marketing on consumer behaviourAs per the view of Pescher, Reichhart and Spann, (2014), market and market trendscontinuously enhances that assists to increase profitability in the business. In this context, thereare several factors exists that impact on digital marketing and consumer behaviour. Culture is thecrucial element that play very important role for the consumer behaviour. Therefore, it isdetermines as the complex belief that included in the society. Values, custom and tradition of theconsumer 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 otherthings in term of religion, racial group, etc. In particular nation, these things are determines asthe important elements which make effective results and outcomes in the business. With the helpof 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 thesocial status and group which could be influence to buyer behaviour. This type of group refers asthe social origin, place of work, etc. With this regard, families are playing crucial role forassessment of the behaviour. Social status also equally important for the digital marketingdecisions which assists to develop success and ability for the goals and objectives. On the otherhand, Fransen, Verlegh and Smit, (2015) generated their views that personal factors alsoinfluences to the digital marketing which determines as the consumer behaviour. It is the bestway to identify personal perception of each person within the business. It is the crucial aspectwhich highly impact on the digital marketing. 2

Interrelationship between digital marketing and consumer behaviourAccording to the point of Erragcha and Romdhane, (2014), digital marketing is veryimportant fundamental aspect that creates several marketing activities for accomplish businessobjectives. With this regard, online programs will be develops through internet technologies. Itcan be defines as the marketing objectives that are conducted to develop effective functions. Onthe other hand, You, Vadakkepatt and Joshi, (2015) explored that digital marketing consistscommunication medium to attract several people in the business enterprise. This will increasemarketing communication through developing message, text, etc. Digital marketing is theimportant aspect that assists to enhance detailed about the information. Consumers are alsoavailable to receive marketing messages that create environment in order to increase theopportunities. As per the view of Mackey and Liang, (2015), consumer behaviour is the importantfactor which create great impact on the perception of target market. There are several factorsexists 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 assessthe needs and requirement of consumer. However, Godey, Manthiou and Singh, (2016) said thatconsumer behaviour also related with psychological concept. It is the systematic aspect whichdevelop target market performances in different businesses. In this process, there are differentalternatives exists which assists to understand needs and demand of the customer which developprofitability at workplace. As results, alternatives evaluated in proper way for selected brand andproducts. Level of satisfaction also need to be assess for development of the brand thatdetermines different alternative options that are very important for the business.In the contrast, Wolny and Charoensuksai, (2014) it can be stated that consumerbehaviour is the study which develop through digital marketing at workplace. It is the best wayto understand about the market profitability. In this way, objectives can be develops insystematic 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 crucialaspect which assists to make creative strategy in the business that improves brand performancesof the company. It is the systematic process which creates strategic communication to maintainproper relationship with several stakeholders. When business able to maintain their effective3

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Impact of Price War on Supermarket Retailers: Tesco and Asda
|55
|18238
|484

Boosting Customer Satisfaction in the Hotel Industry of Thailand: An Examination of Strategies
|71
|30819
|76

An Examination of Strategies in the Hotel Industry of Thailand Essay
|71
|30781
|41

A Case Study Of McDonald's UK : Assignment
|51
|15239
|41

Social Media Marketing Influence on Consumer Behaviour in Hotel Industry
|78
|15012
|76

Impact of Digital Media Strategies on Buying Behaviour of Customers: A Study on Starbucks
|39
|9404
|210