Impact of Digital Media Marketing

Running head: RESEARCH METHOD IN BUSINESS
RESEARCH METHOD IN
BUSINESS

RESEARCH METHOD IN BUSINESS 2
Table of Contents
Working Title............................................................................................................ 3
Background............................................................................................................... 3
Company background............................................................................................... 3
Research problem and questions...................................................................................... 3
Research questions................................................................................................... 4
Research objectives..................................................................................................... 5
Research objectives:................................................................................................. 5
Research strategy and methods....................................................................................... 5
References................................................................................................................ 7

RESEARCH METHOD IN BUSINESS 3
Working Title
"A study on addressing the impact of digital media marketing on consumer buying behaviour:
A case study of Maruti Suzuki, India".
Background
Under an existing business situation of Maruti Suzuki, a consumer is highly affected through
digital marketing. There are a high number of users in digital media that are persuaded by
different firms to communicate with possible consumers and evaluates their requirements in
an effective e-communication environment (Parasramka and Roy, 2018). Under this
investigation, the reader could comprehend the impact of digital media marketing on the
consumer purchasing behaviour of Maruti Suzuki.
Company background
Maruti Suzuki India Limited is earlier known as Maruti Udyog Limited. It is an automobile
production in India. It is 56.21% i.e. owned subsidiary of Japanese car as well as, motorcycle
manufacturer Suzuki Motor firm (Maruti Suzuki, 2019).
Research problem and questions
The research problem is digital media marketing has an impact on the consumer purchasing
behaviour of Maruti Suzuki. Because digital technology facilitates strength to consumers for
identifying the product features with assessing the positive and negative product reviews.
Some researches indicate the role of social media on consumer purchasing behaviour (De
Mooij, 2019).
Under the existing business condition of Maruti Suzuki, the online environment is observed
by customers from new perspectives in a commercial way. Moreover, the origin and
development of online stores have shifted the customers into end consumers. The significant
role of digital marketing has transformed the method of communication among marketers and