A Critical Analysis of Digital Marketing's Impact on Tesco's Consumers

This report presents a comprehensive analysis of the impact of digital marketing on consumer buying behavior, with a specific focus on Tesco Plc. The study examines the role of social media, particularly Facebook, in influencing consumer purchase decisions within the retail sector. It explores the relationship between digital marketing strategies and consumer behavior, including how online promotions and brand awareness affect buying patterns. The research utilizes both primary and secondary data, including interviews and literature reviews, to assess the effectiveness of digital marketing tools. The report also provides recommendations for improving customer relationships through digital platforms, highlighting the importance of adapting to changing consumer habits in the modern marketing landscape. The report includes a Gantt chart outlining the project's timeline and methodology, along with critical reviews of key references. The aim of the study is to critically analyze the impact of digital marketing upon consumer buying behavior- a case study of Tesco Plc.

Research Project

Table of Contents
TASK 1............................................................................................................................................1
1.1Research project specification................................................................................................1
1.2 Factors contributing to the process of research project selection.........................................1
1.3 Critical review of key references..........................................................................................2
1.4 Research project specification...............................................................................................3
1.5 Appropriate plan and procedures..........................................................................................3
Gantt Chart..................................................................................................................................3
Conclusion...................................................................................................................................4
TASK 2............................................................................................................................................4
2.1 Match resources efficiently...................................................................................................4
2.2 Undertaking proposed research investigation.......................................................................6
2.3 Record and collate data.........................................................................................................7
TASK 3............................................................................................................................................8
3.1 Using appropriate research evaluation techniques................................................................8
3.2 Interpreting and analysing the results in terms of original research specification................8
3.3 Recommendations and justifying the areas for further considerations.................................9
TASK 4..........................................................................................................................................10
4.1 Use agreed format...............................................................................................................10
REFERENCES..............................................................................................................................11

TASK 1
Title- Aim of the study is “To critically analyse the impact of digital marketing upon consumer
buying behaviour- a case study of Tesco Plc.
1.1Research project specification
Social media is considered as the best way of communication among people in which
they can create, share and exchange information and ideas among each other. Moreover, social
media depends upon mobile and internet technologies in regard to create highly interactive
platform through which information is being shared among individuals and communities which
helps in improving sales and profitability of firm (Ashley and Tuten, 2015). Digital media
marketing differentiates themselves from traditional marketing that is based upon different
features such as quality, usability and frequency etc. Now-a-days each and every organization is
undertaking digital media promotion so that brand image and reputation can be build among
target market. Moreover, social media provides an unique platform which allows individual to
advertise their products or services using social media marketing and thus emerge as a dynamic
prominence in market.
Furthermore, in the current era of competition among retail businesses it can be seen that
consumers opt for the products which are advertised effectively. It helps in attracting consumers
all around the globe and thus influences the buying behaviour of consumers. However, there are
different factors that impact the social media that is still growing and considerable. In recent
times, it is essential for the marketing manager of firm to overcome the traditional marketing
methods such as newspapers, magazines, television etc (Miller, 2013). Now-a-days with the help
of digital media it assists business to share crucial information and knowledge among target
people. Here, business is required to assess the issues faced by marketing team while promoting
the products using digital media techniques. Present study undertakes Tesco which is a British
multinational grocery and retail products provider. Its headquarter is in England, UK. Tesco is
the third largest retailer in world that is measured in terms of profits.
1.2 Factors contributing to the process of research project selection
Through evaluating the above statement, it can be stated that digital marketing is
considered as one of the most effective modern technology for promoting products or services
among target market. It involves different websites such as Facebook, Twitter, YouTube and
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MySpace etc. that attracts global customers and enhance their buying behaviour. Here, company
aims to select Facebook for its social media promotion as it is widely used by consumers now-a-
days in order to interact with each other and attain success. Most of the businesses uses social
media marketing technique in regard to reach target market and assess their buying habits (De
Vries, Gensler and Leeflang, 2012). Also, it can be assessed that impact of digital marketing
upon consumer buying behaviour assists in improving business performance in market. Digital
media tools provides information to potential consumers regarding offers, discounts available
within store. Thus, promotion upon Facebook i.e. social media tool helps in influencing buying
behaviour and enhance the sales and profitability.
1.3 Critical review of key references
As per the view of De Vries, Gensler and Leeflang (2012), growth of social media
marketing in recent years helps in contributing to consumers changing habits towards retail
firms. Now-a-days consumers are becoming more conscious regarding usability of products and
thus keep themselves updated with the latest introduced products in market. Today, social media
is mostly used by each and every business houses in order to improve their communication
among target market. Social media being an integral part of consumer's everyday lives. However,
Ashley and Tuten (2015), argued that the changes caused by social media in terms of consumer
perceptions and behaviour could not be left along upon social media marketing managers but
should be reflected upon much deeper in company value chains. Now-a-days consumer choices
are being made increasingly more and more upon the basis of social media information.
Additionally, adopting social media technique helps in advertising the message upon websites
assists in informing consumers regarding offers upon products or services which helps in sharing
ideas among each other.
Cornelissen (2014), shows that in the current days, social media is considered as one of
the most prominent challenges for marketing managers. Therefore, it is essential for people to
undertake effective action so that social media can provide value potential to individuals and
identifying their buying decisions so that performance can be enhanced significantly. Through
different researches it can be identified that digital marketing is interlinked with the consumers
buying behaviour and thus helps people to market their products using social media websites and
influence consumers towards firm (Marketing. 2016).
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1.4 Research project specification
Aim- “To critically analyse the impact of digital marketing upon consumer buying behaviour- a
case study of Tesco Plc.
Objectives-
 To assess the relationship between social media and consumer purchase decision.
 To identify the impact of social media that influences consumers to make buying decision
within retail businesses.
 Recommend different methods of improving customer relationship within business.
1.5 Appropriate plan and procedures
Researcher aims to undertake effective tools and techniques for carrying out the study in
an effective way. However, selection of inappropriate research techniques will lead to hamper
the results of the study. Here, descriptive research design will be adopted as it helps scholars to
carry out in-depth analysis of the selected title (Beri, 2013). Hence, for such purpose it assists
business to collect information regarding different sources such as primary and secondary.
However, for carrying out primary data, interview method has been adopted. While, for
secondary research, scholar aims to collect information through different sources such as books,
journals, articles etc.
Gantt Chart
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12
Outlining research proposal
Reviewing past researches
Preparing aims and objectives
Drafting literature review section
Secondary data collection
Evaluation of secondary data
Identifying research approach
Research design
Preparing questionnaire
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Arranging and conducting surveys
Collecting information
Data evaluation
Finalizing study
To prepare the findings chapter
Submission and feedback
To review the final draft
Printing and binding
Submitting to tutor
Conclusion
From the above research proposal it can be evaluated that the impact of digital media
marketing which helps in influencing consumer buying behaviour. However, through carrying
out the study it helps in undertaking effective tools and techniques so that appropriate results can
be attained.
TASK 2
2.1 Match resources efficiently
Social media marketing
As per the view of Miller (2013), social media marketing has become one of the most
modern tools of marketing undertaken by firms in relation to improve business performance.
Business chooses effective social media techniques which helps in influencing consumers to
make purchase decision and enhance the sales and profitability of firm in market. It also assists
in increasing the brand awareness among consumers. Main focus of using social media websites
is to produce useful information to individuals so that they can enhance their knowledge
regarding products or services and thus achieve customer satisfaction. However, Stephen and
Galak (2012), argued that businesses undertakes different social media websites is the modern
marketing technique which helps in influencing large number of buyers so that sales and
profitability can be attained. It involves different digital media tools such as Facebook, Twitter,
YouTube, MySpace etc. that helps in attracting consumers who purchase retail products online.
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Retail businesses aims to undertake Facebook as the social media tool that assists in promoting
offers and discounts through such websites to the potential consumers. Hence, it helps in
improving the sales and profitability of firm. All such websites helps in improving the brand
image of firm in market. It also provides benefits to businesses in order to influence consumers
towards firm through developing interaction among consumers and thus enhance brand
awareness among target consumers.
Relationship between social media and consumer purchase decision
According to the view point of Chathoth and et. al., (2014), it can be assessed that there is
a strong relationship among social media and consumer purchase decision making. Therefore, it
is essential for firm to improve its brand image through promoting the products upon internet and
thus influencing more customers towards firm. Here, consumer behaviour is defined as the
process when individuals or groups select purchase or use of products or services to satisfy the
needs and desires. However, Clampitt (2012), stated that businesses when promoting their
products or services upon social media helps in influencing consumers to make purchase
decision so that sales and profitability can be enhanced. Consumer behaviours are influenced by
different personal and environmental factors that assists in making purchase decision. Often
retail businesses undertakes social media websites such as Facebook in order to promote their
offers and discounts so that consumers can be attracted towards business and improve the sales
and profitability of firm in market.
Impact of social media that influences consumers to make buying decision
As per the Castells (2013), social media has become one of the most popular and
innovative method that aims to create interconnection between brand and consumer. However,
through promoting the products online it become easier for clients to influence and make
purchase decision so that sales and profitability can be enhanced. Social media can be very
helpful in projecting the brands image of company in the minds of customers and thus improve
the sales and profitability in market. For instance, when firm promotes its offers and discounts
upon Facebook large number of customers can be informed regarding the same. Hence, it is the
best way that influences consumers to make buying decisions. On contrary to this, retail
businesses requires to attract wide range of clients at same point of time thus they can use social
media websites as most of consumers uses it in order to interact with them and thus improves the
brand image of firm in market.
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Different methods of improving customer relationship within business
De Vries, Gensler and Leeflang (2012), stated that there are different methods that helps
in improving customer relationship within firm such as Facebook, Twitter, MySpace etc. All
such methods assists in influencing consumers towards firm so that brand image of firm can be
improved. Apart from this, retail businesses aims to undertake effective ways that helps in
influencing consumers towards firm. All such methods helps in attracting wide range of people
towards firm and thus attain desired goals. Hence, such techniques assists in enabling consumers
to establish close relationship among consumers so that success and growth can be attained. On
the other hand, marketing team of firm needs to develop effective relationship with consumers so
that loyal customers can be attracted and retained for long term within firm. Through such way it
helps in influencing consumers and help them to make purchase decisions. Furthermore, it can be
stated that social media marketing helps in attracting people towards firm and help them to make
effective purchase decision so that sales and profitability can be improved. Hence, it can be
stated that there are different methods that helps in influencing consumers to make effective
purchase decision making so that success can be attained in an effective and efficient way.
2.2 Undertaking proposed research investigation
Here, current research undertakes different tools and techniques that helps in carrying out
the research proposal effectively and efficiently. It is as follows-
 Research approach- It is considered as the process that undertakes scholar to carry out
the study in an effective way. It assists in directing the researched towards correct
direction. There are 2 types of research approach i.e. inductive and deductive. Here,
inductive research approach has been selected that helps in executing the study
effectively (Åkerlind, 2012).
 Research design- It is another research technique that helps in carrying out the best
results within study. Researcher aims to formulate appropriate aims and objectives so that
research issue can be overcome. Here, descriptive research design needs to be
implemented that helps in analysing the impact of digital media that influences consumer
behaviour within firm. With the help of such research design it assists in carrying out
framed objectives so that success can be attained (Baskerville and Wood-Harper, 2016).
 Research philosophy- Furthermore, research philosophy is considered of 2 different
types i.e. positivism and interpretivism. In the current study, interpretivism philosophy
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has been selected that helps in interpreting the results appropriately so that best outcomes
can be attained (Bryman and Bell, 2015).
 Data collection- It helps researcher to collect the data for carrying out the study in an
effective way. In regard to gather data there are different sources such as primary and
secondary which results into influencing the social media techniques upon improving
business performance. For collecting primary data researcher carries out face to face
interview method with managers working within Tesco. On the other hand, secondary
data collection assists in carrying out the research through different ways such as books,
journals and online articles etc (Mackey and Gass, 2015).
 Sample and sampling- Sample is stated as the subset of whole population which means
that from the whole universe a small number of population has been selected for carrying
out research. Here, sample selected is of 8 managers who are working in Tesco. Random
sampling method has been undertaken that helps in carrying out the study effectively
(Smith, 2015).
 Data analysis- Further, it assesses that through collecting data for carrying out the
research here scholar aims to formulate objectives and thus attain desired results. Here,
thematic analysis has been carried out that results into preparing themes and thus
accomplishing best results (Taylor, Bogdan and DeVault, 2015).
 Ethical consideration- Scholar aims to execute the research as it helps in attaining
desired aims and objectives of the study. However, it is essential for researcher to
undertake different ethical consideration that aims to maintain the transparency within the
research (Bendat and Piersol, 2011).
 Limitations of research- It assesses that there are various limitations available within
research in relation to time, cost and other resources. It considers that such research
limitations obstructs the overall results of the study. Hence, it is essential for scholar to
undertake effective research objectives so that best results can be attained (Beri, 2013).
2.3 Record and collate data
Following are the different questions that has been interviewed from the managers of
Tesco such as-
Interview question for the Tesco managers
Name: ......................................................................................
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Department: ............................................................................
1. Please identify the various social media marketing websites engaged within business?
2. Are you in favour of promoting products through social media websites that helps in
influencing consumers towards enterprise?
3. Do you think that any negative remark from consumers impacts the sales and profitability
of firm?
4. Did social media marketing is considered as the best campaign that assists in enhancing
the business performance?
TASK 3
3.1 Using appropriate research evaluation techniques
Research evaluation techniques are considered as the best way that helps in collecting the
best information regarding the present topic so that best results can be attained. Here, analysing
the topic i.e. influence of digital media technique upon consumer buying behaviour within retail
firms (Bharwani and Jauhari, 2013). It involves both primary and secondary data collection
techniques through conducting face to face interview with the managers of Tesco. In the similar
way, secondary data methods can be collected through different sources such as books, journals
and online articles etc.
3.2 Interpreting and analysing the results in terms of original research specification
It can be evaluated that through analysing the results of the study it can be evaluated that
different aims and objectives can be formulated effectively. Further, in regard to carry out
effective thematic analysis it results in obtaining best outcomes.
Theme 1- Facebook, Twitter and You Tube are considered as the main social media websites
that is being undertaken by Tesco.
Through evaluating this theme it can be stated that there are different social media
websites such as Facebook, Twitter and YouTube which helps in influencing consumers towards
firm. Hence, it is useful for firm to undertake effective social media websites so that it can be
implemented within firm to obtain best results. Majority of the managers opted for adopting
Facebook method that helps in attracting consumers towards firm so that success can be attained.
With the help of such method it assists business to reach potential clients effectively.
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Theme 2- Social media tool has been adopted by Tesco that helps in attracting potential
consumers towards firm.
It can be evaluated that social media is considered as the best tool that helps in
influencing consumers towards firm and enhance the sales and profitability as well. Managers of
Tesco evaluates that undertaking social media for promotion of their products or services assists
in influencing consumers towards firm and thus improve their sales and profitability in market.
Majority of managers assesses that different social media tools has been adopted such as
Facebook, Twitter and YouTube in regard to influence customers towards firm and thus enhance
the sales and profitability in market. It can also be examined that consumers are required to
attract towards firm and thus view the offers and promotions upon social media websites so that
consumers can be attracted towards enterprise. Hence, it impacts upon the business sales and
profitability in market.
Theme 3- Negative remark by consumer influences the business performance.
Manager of Tesco evaluates that any negative comment given by consumers influences
the brand image of firm in market. It can be sated that it is essential for the firm to identify the
perception of consumers regarding the products as well as business as it ultimately results upon
business performance. Thus, respondents should be given appropriate time for reviewing the
quality of products in relation to enhance the business performance.
Theme 4- Social media websites assists in improving the product or service development
process.
It can be evaluated from the manager of Tesco that social media websites are considered
as the way through which business can improve their product or service development process so
that success can be attained. In regard to this, using such websites assists in reviewing the
opinions of customers and thus perform the business changes within products or services so that
customer satisfaction can be attained.
3.3 Recommendations and justifying the areas for further considerations
It can be recommended from the study that Facebook has been selected as the best social
media website which helps in influencing the sales and profitability in market. Managers of
Tesco undertakes effective promotional tool which helps in enhancing business performance.
Business also aims to undertake effective social media promotion campaign so that that can
identify the perception of customers and thus provide them appropriate results.
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TASK 4
4.1 Use agreed format
In PPT
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