Integrated Business Management Project

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Integrated Business Management Project
Name of the Student
Name of the University
Author Note

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Table of Content
1.0 Introduction..........................................................................................................................2
2. Research Questions................................................................................................................2
3. Research Methodology...........................................................................................................3
3.1 Research Approach..........................................................................................................3
3.2 Primary research method..................................................................................................3
3.3 Sampling method:............................................................................................................3
3.4 Setting and Instrument.....................................................................................................4
3.6 Grant Chart.......................................................................................................................4
4.0 Literature Review.................................................................................................................6
4.1 Concept A: Marketing mix strategies used by Super Markets.........................................7
4.2 Concept B: What is the customer purchasing intention?.................................................9
4.3 Concept C: How do marketing mix elements impact on customers purchasing
intention?..............................................................................................................................10
4.4 Literature Gap................................................................................................................11
4.5 Conceptual Framework..................................................................................................12
5. Research Findings................................................................................................................13
6 Conclusion.............................................................................................................................20
References................................................................................................................................21

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1.0 Introduction
It has been identified that marketing is one of the significant functions of
organization. When formulating the marketing strategies, organizations often prioritize the
marketing mix as it creates a significant focus for marketing decision makers particularly
when dealing with the target market. Hence, supermarkets are considered as the business
entities and they, in general serve a large market. Thus, it is worth stating that determining
the best marketing mix was a real barrier for marketers. Nonetheless, supermarkets in
Australia in present significantly competitive and they are standing at a competitive edge in
gaining consumer attention through their marketing strategies. Thus, this fact stimulated the
need for performing a study to learn whether consumers’ purchase intention can positively be
influenced by a significant use of marketing mix elements.
2. Research Questions
Concept A: What are marketing mix strategies used by Super Markets?
Marketing mix of a business often include the product, price and promotion. These four
elements influences the marketing strategies which is applied by supermarkets in Australia.
Moreover, the marketing strategies of business could help the business organizations to meet
its objectives in the target market.
Concept B: What is customer purchasing intention?
It has been identified that purchasing intention of customers describe a particular situation
where customers often buy some products in some particular conditions. Marketers could
influence the purchasing decision of consumes with the help of the marketing strategies.
Concept C: How do marketing mix elements impact on customers purchasing
intention?

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The major goal of the marketing mix is to enhance consumers to buy products, thus
marketing mix is particularly directed to make influence of eventual consumer decision.
3. Research Methodology
Bryman and Bell (2015) mentioned that selecting the appropriate research
methodologies help to determine the successfulness of a study. Thus, it was highly important
to identify and choose suitable methodologies on the basis of research onion framework
advised by Saunders et al (2012).
3.1 Research Approach
In the present study, research approach has been performed with the use of deductive
research approach because it delivers a strong theoretical base from the initial research
design. In the present study, marketing mix and the ideas related to consumer behaviour have
been used as the major theoretical platform in the study. Moreover, as the present study pays
attention on consumer buying intention, customers of Coles supermarkets has particularly
been selected as the major research context.
3.2 Primary research method
The study fundamentally pays attention to primary research as it allows the study to
collect relevant first-hand information directly from the consumers and it is more of a
consumer centric. Considering primary as the most productive method, present study adopts
survey research strategy and this has been done due to the impracticality to access the whole
population of the study.
3.3 Sampling method:
Research sample has been the consumers of Coles Super market and the research is
set to be consumer focused primary study and thereby, the survey has been conducted

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considering the consumers only. So, to represent the total population of Coles, it has been
planned to choose 100 consumes of Coles and they are selected in a random order from 5
different Coles supermarkets in Melbourne, Australia. In addition, due to limited capacity of
study, only 100 customers and stated sampling method has been considered as the major
constraint of the paper. Probability sampling method has been used as consumers are selected
on a random manner and randomization is the major method.
3.4 Setting and Instrument
Considering the criteria of random sampling method, systematic random sampling
method has been selected and the researcher has developed the questionnaire to every 10th
consumer who visited Coles’ supermarket. To collect primary data from the consumers, a
structure has questionnaire among the customers have been distributed. Questionnaire include
both open ended and close ended questionnaire because they respectively enhance both
qualitative as well as quantitative study.
3.5 Data Analysis
Data analysis plays a vital role in a study and in the present study, statistical analytical
techniques have been used because it certainly helps to make more logical interpretations for
quantitative study. In addition, content analysis has been used to analyse qualitative statement
that have been made considering both open-ended questionnaire.
3.6 Grant Chart
The completion of the work took almost three months as well as major activities engaged in
the study endeavour and this this has been scheduled as given in the following.
Task Month 01 Month 02 Month 03
Wk
1
Wk2 Wk3 Wk4 Wk1 Wk2 Wk
3
Wk4 Wk1 Wk2 Wk3 Wk4