Efficiency of Web Advertising on Consumers Behaviour: A Case Study of Australia Retailing Superstore Consumers’

This study aims to scrutinize the efficiency of internet marketing and advertising on costumers’ behaviour on retailing industry specifically superstores in Australia. The study will sample one hundred consumers from retailing superstores in Australia to establish the efficiency of online marketing to consumers in Australia.

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Efficiency of Web Advertising on Consumers Behaviour: A Case Study of Australia Retailing
Superstore Consumers’.
Student’s Name
Institution Affiliation

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Table of Contents......................................................................................................................2
SECTION I……………………………………………………………………………………4
INTRODUCTION………………………………………………………………………...........4
Statement of Problem…………………………………………………………………………..4
Research Aim…………………………………………………………………………………..6
Research Objectives…………………………………………………………………………....6
Research Questions…………………………………………………………………………….6
Justification of the Study………………………………………………………………………6
Expected Outcomes…………………………………………………………………………….7
SECTION II…………………………………………………………………………………...8
LITERATURE REVIEW, CONCEPTUAL FRAMEWORK AND HYPOTHESIS………….8
Internet Advertising…………………………………………………………………………….8
Integrated Marketing……………………………………………………………………………8
Efficiency of Advertising……………………………………………………………………….9
Conceptual Framework...............................................................................................................10
Hypothesis...................................................................................................................................11
METHODOLOGY…………………………………………………………………………….13
Research Design………………………………………………………………………………..13

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Population of the Study………………………………………………………………………...14
Data Collection Techniques and Tools……………………………………………………........14
Data Analysis…………………………………………………………………………………..14
SECTION III………………………………………………………………………………….16
ORGANIZATION OF THE STUDY……………………………………………………….....16
BUDGET……………………………………………………………………………………….16
Research Proposal Budget and Budget Justification…………………………………………...18
References………………………………………………………………………………………19

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SECTION I
INTRODUCTION
Hassan, Nadzim and Shiratuddin (2015) has explained that internet has grown
tremendously over the past years both in development of applications and in number of potential
users because of its distinctive characteristics. Its distinctive features include tractability,
personalization and interactivity. Web has been the most useful medium in communication,
showbiz, technological advancement as a significant influence in social life. According to
Hassan, Nadzim and Shiratuddin (2015) is that internet has transformed how people carry out
business, has it permits merchants to offer unconstrained variety of commodities and amenities
customers all around the globe.
According to Ivanova (2012), is that internet has develop into advertisement medium, has
most companies utilize it to market their products in both local and international marketplace.
Organizations are investing a lot of money into web advertising to obtain a greater yield on
venturing on the ads. In addition internet has permitted consumers to control access of
information on commodities. Thus, factors that contributes to costumers’ information control
over the internet include the decision of when to buy, where to buy and kind of commercial
content they want to perceive. Ivanova (2012) added that internet enables customers to obtain a
wide range of commodities around the globe that has minimize the time and effort they devote
on purchasing.
Statement of Problem
Cornée (2017) suggested that promoters are anticipated to move and devote millions of
dollars in internet marketing and advertising. It is also believed that in the near future most firms

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will use web-based marketing instead of traditional ways of products promotion because of the
recent advancement in technological innovation. Förster and Rohn (2013) has stated that internet
products promotion broadly comprises of numerous commercial content presentations in video
slide and audio. The solicited or unsolicited embraces firm websites, company logos, e-messages
or electronic messages via mails, pop ups, banner advertisements, high-rise building
advertisements, vigorous media, and interactive games. Due to prompt growth in technology
advancement, internet has become significant to consumers in discovering most what their need.
Some of the consumers’ needs include entertainment, communication, shopping and information
as internet have panacea serves. It has resulted to over seventy percent of potential users who can
access it on regular basis. The primary problem stated by Förster and Rohn (2013) is that most
internet consumers are interested with their personal tasks, but they do not look at the
advertisements and posters being exposed on the website page, most significant is the kind of
their recalling ability. As online consumers tends to maintain their recalling ability, the key
question that remain is the efficiency of the online product promotion all across the target groups
of consumers.
Thus, the study will sample one hundred consumers from retailing superstores in
Australia the sample will be viable to establish the efficiency of online marketing to consumers
in Australia. Conversely, Finley (2014) suggested that future researchers can look into effect of
web marketing all over the globe to enhance understanding of the internet marketing efficiency.
As added by Finley (2014) is that various studies are required to bridge the gap to determine the
validity of the research outcomes. Hence, to bridge the existing gap the study will sought to find
out the efficiency of web advertising on customers’ behaviors based on Australia retailing
superstore consumers.

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Research Aim
The research will aim at scrutinizing the efficiency of internet marketing and advertising
on costumers’ behaviour on retailing industry specifically superstores in Australia.
Objectives of the Research
Main objectives of the study will include;
i. To clarify the efficiency of new media marketing on creating and promoting
awareness.
ii. To find out the consistency of web-based promotion through a recall.
iii. To establish the association between web-based promotion and purchasing choice.
Research Questions
The research questions that will guide the study are the following;
1. What is the efficiency of internet marketing and advertising on clienteles’ behaviour
retailing industry specifically superstores?
2. What is the reliability of internet marketing and advertising on costumers’ behaviour
specially those associate with retailing industry?
3. What is the association between internet promotion and acquisition choice?
Justification of the Study
The study determination will be imperative has it will contributes in bridging the gap and
generation of new acquaintance of efficiency of web advertising on customers’ behaviors all
round the world. Internet advertising is a working prototypical of marketing which is being used
by business. Nevertheless, few research has not been carried out to find out the efficiency of

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internet on consumers’ habits (Hassan, Nadzim & Shiratuddin, 2015); (Massey & Barreras,
2013). The study will contribute to cohort of knowledge that can be utilized by business
organizations such as banks on how to deploy web marketing and its effectiveness towards
consumers’ choices.
Expected Outcomes
The research proposal is being anticipated to comprise various results at the end of the
study. Some of the expected results include.
A. It provides a clear understanding motivational aspects that insists retailing superstore
consumers to uses new media websites during their work hours.
B. It will as well indicates average time retailing superstore workers spend when using new
media to lets the superstore and other superstores to utilize this data so has to motivate
their clients.
C. It will as well provide an analytical scheme for indication and examination of the possible
effects of the use of new media websites to change consumers behaviour particularly in
the selection of commodities during his/her purchases.
However, the result of the proposal will be useful to superstores, researchers, retailing industry
potential investors and other companies in the industry (Massey & Barreras, 2013).

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SECTION II
LITERATURE REVIEW, CONCEPTUAL FRAMEWORK AND HYPOTHESIS
Internet Marketing
Kahar et al. (2012) stated that modern advertising channels include the internet platforms
predominantly the websites has portion of the internet innovation. The internet platforms have
been found to be the main challenge to traditional forms advertising such as television
advertising. Khasnabish and Haiven (2012) has defined mass broadcasting mediocre as the
communication network in which one individual or groups of people can use to conveying
information or a large audience device around the globe. On the other hand, internet offers a
collaborative substitute to mass communication channels has it offers the use of web pages,
discussion clusters and electronic mail (Kahar et al., 2012).
Advantage of internet to advertisers who embraced it is the opportunity to interconnect
directly with potential clients. It is through the channel that enable promotion of their
commodities in a personalized custom to interested individuals inside the firm market target.
Reduction in wastage of time and fund regularly experienced in main stream media will be
reduced because of this new and modern interactive channel of product promotion. Companies
managers’ have to re-visit their techniques, agency schemes and provision of services, and
evolving new communication plans for internet because market being shared can be lost to
personalized and more interactive form of online advertising as deduced by (Kahar et al., 2012).

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Integrated Promotion Message Package
Internet has greatly contributed to the adoption of integrated promotion communiqué
methods appropriately has suggested by (Massey & Barreras, 2013). It permits advertisers to
communicates direct with their potential consumers independently has compared to traditionally
method of advertising. According to Massey and Barreras (2013), internet play main role in
organization communication mix has it allows the operation of advertisement to be incorporated
with other ways of advertising integrated. The application of marketing integration include the
progression that is away from the traditional approach of promotional communication framework
utilized by the main streams media.
Zhang, Pelechrinis and Lappas (2018) explained the inclusion of internet in company
marketing mix will not eradicate the use of main stream media as channel of advertising.
Example of main stream media channels of advertisements include newspapers, radio and
television. Internet can reduce the cost incurred in main stream media to advertise has it is
arguably that individuals can access internet regularly with their personal computers’. Resulting
to frequent and effective communication to the targeted consumers by making both communal
exchange using email and exchange to purchase of products on the websites. Khasnabish, and
Haiven (2012) added that marketing sector is being challenged to generate a more directly,
personalized and collaborative communication to get the targeted market by use of internet.
Customer Behaviour
Yang and Clark (2015) suggested that client behaviour is how individual select, dispose
and protected the product and services in order to satisfy their needs and factors that have them
in the process. Pandey (2014); Finley (2014) emphasized on consumption interrelated behaviour
that are regularly undertaken in a collective manner by all consumers. Massey and Barreras

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(2013); Ramanathan (2013) describe that costumer behaviour cannot only be taken has a
purchasing processes but has disposal and usage of commodities, hence, information can be
significant to organization when making promotional decisions.
Internet Promotion and Customer Behaviour
Khasnabish and Haiven (2012) explained that development of the internet internationally
has a means of communication structure as molded a new advertising network to both advertisers
and marketing agencies. They are to utilizing it by provide promoters with the new ways of
promoting their product and appropriate means of getting to target consumers via promotional
and persuasive messages. Also, Khasnabish and Haiven (2012) added that the psychological
aspects including feeling, thoughtfulness and consciousness have to relate directly with the
clients’ online shopping experience in order to pay attention to the message being conveyed in
the message. Magnat (2017) had suggestion that firms should have ambition to strength
consumer interactions with effective advertisement on internet or website by keeping both
cognition and context in consumer mind. It is unfortunately has most firms tend to provide a
generic experience to all their consumers rather than depend on analysis of consumers’ personnel
experience by (MacDonald, 2017). Thus, these have not been able to develop successful
innovation to bring the positive potential in their experience of advertisement to the level
collaboration and integration that will accurately let the effective attainment of communication.
Consequently, when costumers’ experience have been touched the stimuli can raise leading to
positive response towards the commodities.
Conceptual Framework

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The conceptual framework of the research proposal explores the key independent or
objective of the study in order to explain the connection between internet marketing and its
impact on consumers’ behaviour.
Figure 1. Conceptual Framework linking the problem of the study variables. (Ivanova, 2012);
(MacDonald, 2017).
Hypothesis
Based on the research proposal problem statement and the objective the following
hypothesis will be proposed to testify the study.
Hypothesis one:
Null Hypothesis: Use of web advertising sites by superstores does not positively and
significantly affects consumers’ Purchases.

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Alternative Hypothesis: Use of web advertising by superstore positively and significantly affects
consumers’ Purchases.
Hypothesis two:
Null Hypothesis: Use of web marketing does not positively and significantly upsets Knowledge
and Wisdom of the consumers.
Alternative Hypothesis: Use of web marketing positively and significantly upsets Knowledge
and Wisdom of consumers.
Hypothesis three:
Null Hypothesis: Use of internet marketing does not positively and significantly affects Selection
Ability of consumers’.
Alternative Hypothesis: Use of internet marketing positively and significantly affects Selection
Ability of consumers.
RESEARCH METHODOLOGY
This section of the research project focuses on the methodological approaches that will
deployed in the study. It gives a comprehensive explanation of the research approach that will be
embraced in the study. The subsequent sections are research strategy, study population, sample
strategy, collection of data and statistics analysis that will be used in the study (Massey &
Barreras, 2013).
Research Design
The study will use descriptive or evocative research. Descriptive research encompasses
data collection that define occasions and then categorizes, tabularizes, portrays, and designates
the data collection. It regularly uses visual-aids tools including pie-charts and charts to aid help

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reader in appreciative of data circulation and, consequently presenting a better explaining on
online product promotion. Eventually, it gives a vibrant portrait on the efficiency of marketing
and publicizing in retailing industry particularly in superstores in Australia (Hassan, Nadzim &
Shiratuddin, 2015).
Population of the Study
The study targets young-aged individuals because of their diversity background and
acquaintance to online product promotion has most of them use internet. The young-aged
individuals in Australia can get access to Wireless fidelity connections which make them to
access the online product promotion via new media are too high (MacDonald, 2017). Thus, on
the basis of young population in Australia only those who are doing business courses are the only
who will be chosen to take part in this study.
Sampling Design
In the study stratified sampling procedure will used to choice the units to be analyzed
after the collection of data by the researcher. Massey and Barreras (2013) suggested few sample
should be used carry out the study because the sample used will epitomize the populace of
clienteles, thus eighty individuals will be needed for the study. The sample will be stratified into
various period and defendants will haphazardly be designated from every stratum, in order to get
a demonstrative sample of eighty individuals for the whole populace (Massey & Barreras, 2013).
It will be a viable sample procedure since it is giving the recompenses focusing on significant
sub-populations and permits the use of dissimilar sample methods for unalike sub-populations in
refining the exactitude of approximation.
Data Collection Tools and Techniques

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The study will use primary sources of data as well as other valid sources in the study
(MacDonald, 2017). The data will be poised using designed questionnaire which were circulated
to be 80 correspondents to sample the efficiency of internet marketing and advertising on
costumers’ behaviour in Australia retailing industry. Administrative questionnaire will be
collected from the correspondents after completion on the very day and then all the responses or
feedback will be examined (Massey and Barreras, 2013). The questionnaire will both have open
ended questions, which will provide guidance to correspondents’ on how to fill the questionnaire
and probing them for detailed information.
Data Analysis
This study will apply insignificant and ordinal gauge that measures series of aspects in
developing the efficiency of internet marketing and advertising based on customers’ behaviour.
It will also embrace use of interval scale to establish the correlation between marketing and
advertising, and costumers’ behaviour (MacDonald, 2017). Also, descriptive data will be used to
examine data in the study. It means that feedbacks, standard deviation and any other relevant
data will be computed accordingly to maintain credibility in the study. In addition data that will
be gathered will be complied and be edited in order to check logical unpredictability and then the
information was coded according to the feedback or responses. Thus, connection between
feedbacks will be assessed and presented using pie-charts and line graphs. The information will
be examined by use of SPSS. (Massey & Barreras, 2013).

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SECTION III
ORGANISATION OF THE STUDY
The research proposal will be systematized into sections including section one, section
two, section three, section four, section five and section six.
Section one will address the research proposal as highlighted in the assignment.
Section two will outline the various case studies on the efficiency internet on marketing and
advertising on retailing industry specifically superstores.
Section three of the research proposal will constitutes the conceptual framework or literature
appraisal and hypothesis.
Section four comprises of the detailed methodology that will be used in the research including
the data collection and analysis methods, target population and research design.
Section five will constitutes findings of the research project along with its analysis.
Section six of the research will be the summary of the primary findings as well as the description
of their implication in the retailing industry.
BUDGET
According to Cornée (2017) is that budget can be describe has the summary of the
intended or expected expenditure to be incurred in a specific project. Hence, the summary of the
budget have been provided in this section of the research proposed.

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Figure 2 and 3. Samples Gantt for the project. (Ivanova, 2012)

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RESEARCH PROPOSAL BUDGET AND BUDGET JUSTIFICATION
In order to complete the budget within a specified timeline, the budget of the research
proposal has been estimated to about $ 1,050 (Massey & Barreras, 2013). The justification of the
budget includes:
A. Literature appraisal that will be undertaken needs the use of both published journal
articles, peer reviewed artless and numerous books which will incur approximately $ 200.
B. To circulate the questionnaires to correspondents’ different resources will be required.
Some of the resources include individuals who will approach the employees in person
who will be paid. Also travelling fare and stationery expenses is approximated at around
$ 100.
Correspondingly, to deportment the Interviews of the correspondents and observations, the
expenditure is projected to around $ 400. Whereas, the examination of the collected data will
cost around $ 350.
Summary of the Expenses related to Research Proposal Budget; Figure 4. (Ivanova, 2012)

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Cornée, S.T. (2017). The Significance of Information Technology in Forecasting Small Business
Credit Avoidance: Evidence from a Social Bank. Journal of Business Company
Administration, pp.245-671.
Finley, S. (2014). An Introduction to Critical Arts-Based Research. Ethnic of critical
methodologies studies, p.245
Förster, K. & Rohn, U. (2013). Is Web Advertising the New Way? Size Effects on TV Stations’
Social Network Communication. Journal of Media Business Studies, pp. 22-40.
Hassan, S., Nadzim, S. & Shiratuddin, N. (2015). Premeditated Use of Internet for Retailing
Industry Based on AIDA Prototypical. Social and Behavioral of Individual Towards
Purchasing, p.269.
Ivanova, M. (2012). A Benefit Approaches of Accumulative the Effectiveness of Promotions.
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Kahar, R., Yamimi, F., Bunari, G. & Habil, H. (2012). Trusting the Internet in Retailing Industry
in Small Business. New Media Marketing Approaches, pp. 562-577.
Khasnabish, A. & Haiven, M. (2012). Convoking and Radical Imagination of Social Media
Methodologies Studies in Marketing, pp. 408- 421.

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MacDonald, K. (2017). Experiences with Indigenize methodologies in Research Proposal.
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