BUSN20016 Project: E-Marketing Strategies & Consumer Behavior at Coles

This project investigates the impact of e-marketing strategies adopted by Coles retail industry on consumer buying behavior. It begins by outlining the problem Coles faces in influencing consumer behavior through e-marketing compared to traditional methods. The research aims to assess this impact through objectives such as exploring previous studies, developing an understanding of the relationship between e-marketing and consumer behavior, and recommending strategies for Coles. A mixed research methodology, incorporating both qualitative (literature review) and quantitative (survey questionnaire) approaches, is employed. Secondary data sources including articles, journals, online resources, and company websites are utilized. The data analysis involves using MS-Excel to present information through tables, graphs, and charts, along with statistical data analysis techniques to interpret the data effectively.

Running head: RESEARCH IN BUSINESS

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Table of Contents
Title of the project.......................................................................................................................................3
A brief statement of the problem.................................................................................................................3
Research aim and objectives....................................................................................................................3
A brief methodology....................................................................................................................................3
Clearly identify secondary data source(s) and data......................................................................................4
Literature review.....................................................................................................................................4
Sources of secondary data.......................................................................................................................5
Data analysis Method..............................................................................................................................5
References...................................................................................................................................................6

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Title of the project
The title of this project is “An Assessment of the impact e-marketing Strategy adopted by the
Coles retail industry on the customer buying behavior”.
A brief statement of the problem
An internet has changed the whole concept with an aspect of marketing. Its growth is highly
essential for the growth of the company. The e-marketing and considerably social media
marketing has changed the behavior of customers towards their products and services. Cole’s
supermarket is facing the issue in terms of influencing the consumer buying behavior because of
customer more influences towards e-marketing rather than traditional technique (Chen, Su, and
Widjaja, 2016). This research would be beneficial to address the issues regarding the assessment
of the impact e-marketing Strategy adopted by the Coles retail industry on the customer buying
behavior.
Research aim and objectives
The key aim of this research is to an assessment of the impact e-marketing Strategy adopted by
the Coles retail industry on the customer buying behavior. Following objectives will justify the
aim of investigation:
 To explore the previous studies regarding e-marketing and consumer buying behavior.
 To develop a research which aids to understand the impact e-marketing Strategy adopted
by the Coles retail industry on the customer buying behavior
 To recommend the e-marketing strategy adopted by the Coles retail industry to improve
the consumer buying behavior
A brief methodology

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For this research, a mixed research methodology will be used for completing the investigation.
This methodology will be feasible as it will contain the features regarding both qualitative and
quantitative research design. Qualitative research design will be used to gather the conceptual
information regarding an assessment of the impact e-marketing Strategy adopted by the Coles
retail industry on the customer buying behavior such as literature review. Along with this,
quantitative research design will be used to pool the numeric information regarding research
issues such as survey through a questionnaire (Chen, Su, and Widjaja, 2016).
Clearly, identify secondary data source(s) and data
Literature review
According to Poncin and Mimoun (2014), e-marketing is the procedure of marketing products
and services by using the internet. This not only involves marketing on the internet but also
useful for conducting marketing through wireless media and e-mail. In contrast to this, Pantano
and Viassone (2015) stated that E-marketing can be implemented to decline the cost of a
marketing campaign because marketing is performed via the internet.
In the view of Chen Su and Widjaja (2016), consumer buying behavior is the sum of attitudes,
intentions, decisions, and preferences about the behavior of consumers at the marketplace while
pursuing the products with services. In contrast to this, Pantano and Priporas (2016) evaluated
that the procedure by which a person search for, choose, buy, use and dispose of the products and
services to meet their needs and desires is known as consumer buying behavior.
As per the view of Poncin and Mimoun (2014), e-marketing strategy has a positive impact on the
customer buying behavior as e-marketing can be used to attract the customers towards their
products and services easily. It is also beneficial to make direct contact with the customers. In
opposed to this, Pantano and Viassone (2015) evaluated that e-marketing strategy may

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unfavorably impact on the consumer buying behavior due to a misleading advertisement
regarding products on digital media and security concern in terms of making an online payment.
According to Chen Su and Widjaja (2016), Cole’s supermarket should use a different strategy to
influence the consumer buying behavior. In this way, the company can update the information
regarding products and can respond promptly to negative or positive feedback. In contrast to
this, Pantano and Priporas (2016) stated that Cole’s supermarket should make effective customer
handing services and declines the delivery waiting time to influence the customers buying
behavior.
Sources of secondary data
In this research, there are different sources of secondary data such as articles, journal articles,
CQU library, online articles, company websites and academic publication (Chen, Su, and
Widjaja, 2016).
Data Analysis Method
After pooling the information, it would be accessed from Ms-excel software. This software will
be beneficial to demonstrate the pooled information through distinct tables, graphs, and charts.
Furthermore, statistical data analysis technique would be used to assess the information
regarding research concern. It would be beneficial to comprehend the data in a meaningful way
(Pantano and Priporas, 2016).

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References
Chen, J. V., Su, B. C., & Widjaja, A. E. (2016). Facebook C2C social commerce: A study of
online impulse buying. Decision Support Systems, 83, 57-69.
Pantano, E., & Priporas, C. V. (2016). The effect of mobile retailing on consumers' purchasing
experiences: A dynamic perspective. Computers in Human Behavior, 61, 548-555.
Pantano, E., & Viassone, M. (2015). Engaging consumers on new integrated multichannel retail
settings: Challenges for retailers. Journal of Retailing and Consumer Services, 25, 106-
114.
Poncin, I., & Mimoun, M. S. B. (2014). The impact of “e-atmospherics” on physical stores.
Journal of Retailing and Consumer Services, 21(5), 851-859.