Digital Marketing Impact on Consumer Buying Behavior: Tesco Case Study

Running head: RESEARCH METHODS FOR BUSINESS AND MANAGEMENT
Impact of digital marketing on consumer buying behavior: A case study of Tesco, UK

RESEARCH METHODS FOR BUSINESS AND MANAGEMENT 2
Table of Contents
Introduction................................................................................................................ 3
Research problem......................................................................................................... 3
Company background.................................................................................................... 3
Project Scope............................................................................................................... 3
Research aim and objectives............................................................................................ 4
Research questions........................................................................................................ 4
The organizational structure of the study.............................................................................5
Literature review........................................................................................................ 5
Research design and methodology............................................................................ 9
Type of investigation..................................................................................................... 9
Data collection method................................................................................................... 9
Sampling method........................................................................................................ 10
Accessibility issues..................................................................................................... 10
Ethical issues............................................................................................................. 11
Data analysis plan....................................................................................................... 11
Research limitation..................................................................................................... 11
Timetable................................................................................................................. 12
References............................................................................................................... 13

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Introduction
Research problem
Digital media is highly practiced in existing scenarios through firms in terms of persuading
customers. The high practice of digital media marketing could be expensive for corporation
because there is requirement for spending huge amount related to endorsing the products in front
of a larger volume of consumers. The new consumers access several modes before buying any
products. In the retail industry, Tesco faces several marketing concerns like the declining
demand of customers, as well as, shifting customers with respect to another brand. It is found
that bulks of the customer were moving towards other corporation because of practicing different
digital mode before creating buying judgment. On proposed project, it was found that this
concern was not only unique to Tesco supermarket but also, it was considered as industry-wide
disputes (Elms, De Kervenoael, and Hallsworth, 2016).
Company background
Tesco plc is recognized as global retailers that deal in about 5700 stores with 14 countries. There
are also approximate 51000 employees who are employed within an organization. In addition,
the head office of Tesco is located in UK. This company was established since long era. In
existing times, Tesco plc is a leading private sector that has hired over 295,000 workforces in
UK. Moreover, Tesco is contributed towards effective work at the time of climate changes as it
focuses on creating a favorable association with customers for longer time (Tesco, 2019).
Project Scope
This project would be beneficial for Tesco Company to increase theoretical understanding of the
impact of digital marketing on consumer buying behavior. In an electronic commerce company,
this project is imperative as it assists in comprehending conceptual knowledge with respect to

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brand image, social media marketing, and digital era. Investigators and readers could gain depth
understanding and also improve their awareness with respect to the effect of social media
marketing on brand’s goodwill by using this project. Amazon electronic commerce company
could also attain knowledge in the context of various marketing strategies of social media which
can enhance their company’s goodwill in the mind of customers (Wrigley, et. al., 2019).
Research aim and objectives
The aim for this research is to analyze impact of digital marketing on consumer buying behavior
in case of Tesco, UK. Following objectives would be applied for accomplishing main aim of this
research:
RO1: To explore the conceptual knowledge regarding digital media marketing and consumer
buying behavior
RO2: To identify impact of digital media marketing on consumer buying behavior: A case study
of Tesco, UK
RO3: To recommend strategies for applying digital media marketing in persuading the consumer
buying behavior: A case study of Tesco, UK.
Research questions
RQ1: What are conceptual understanding of digital media marketing and consumer buying
behavior?
RQ2: How digital media marketing has an impact on consumer buying behavior in the context of
Tesco, UK?
RQ3: Which digital media marketing strategies can impact on consumer buying behavior in the
context of Tesco, UK?
The organizational structure of the study