Bachelor of Business: Marketing Research Proposal - Digital Impact

This research proposal examines the impact of digital marketing on customer behavior, specifically focusing on the Commonwealth Bank. The study begins with an introduction that highlights the importance of digital marketing in today's market and its influence on consumer behavior, followed by a ...Read More

Marketing Research
Impact of digital marketing on customer behavior: a case of commonwealth bank
8/23/2019

Marketing Research 1
Contents
Introduction................................................................................................................................2
Research background.............................................................................................................2
Research aim and objectives..................................................................................................2
Problem definition..................................................................................................................3
Research methodology...............................................................................................................4
Proposed Data collection method...........................................................................................4
Data analysis..........................................................................................................................4
Sampling................................................................................................................................4
References..................................................................................................................................6

Marketing Research 2
Introduction
The purpose of the paper is to conduct the research proposal to analyse impact of the digital
marketing on customer behaviour: a case of commonwealth bank. The proposal includes
details about the background information, research problem, proposed data collection method
and suggested data analysis.
Research background
In present market, digital marketing is one of the effective tool for promoting the goods and
services which is possible because of up-gradation in technologies. The digital market has
changes the behaviour of the customer drastically for purchasing the products and services. It
is stated that digital marketing allows customers to share their views and experience with the
products and services that are avail by them in market (Stephen, 2016). These experience and
views of the customers are used by companies to get the attention of new and existing
customers from experiences and views in terms of the services provided by Commonwealth
bank. It is stated customers visits digital platform to conduct research about new products and
services which leads to changes in behaviour of customers in positive as well as negative
manner. The negative and positive views about banking services will affect consumer
behaviour according to experiences (Kotler, Burton, Deans, Brown and Armstrong, 2015). In
the research, the researcher will also provide the recommendations related to the digital
marketing strategies that should be adopted by commonwealth bank with the motive turn the
positive customer behaviour.
Overview of commonwealth bank
Commonwealth bank of Australia is multinational bank with the companies in the market like
New Zealand, Asia and other countries. The business offers a diverse financial services

Marketing Research 3
which consists of retail, commercial and official banking, investment and others
(Commonwealth bank, 2019).
Research aim and objectives
The aim of study is to analyse impact of Impact on digital marketing on customer behaviour:
a case of commonwealth bank.
Research objectives
 To comprehend the conceptual understanding about digital marketing and consumer
behaviour
 To understand positive and negative influence of digital marketing on customer
behaviour in the context of commonwealth bank.
 To recommend the digital marketing strategies to improve the consumer behaviour in
the context of commonwealth bank.
Research questions
This section shows the research questions that will be addressed by investigator in this study.
Q1. What is meaning of digital marketing and consumer behaviour?
Q2. How digital marketing positive and negative impacts on the customer behaviour in the
context of commonwealth bank?
Q3. What recommendations are provided to commonwealth bank related to digital marketing
strategy to enhance the behaviour of consumers?
Problem definition
The digital era has and will continue with the changes in the social trends which lead to direct
impact on the behaviour of the customers. Current trend also shows that the customer visit the
digital platform before making the final purchase that can influence their behaviour towards

Marketing Research 4
the positive as well as negative side. The change in the behaviour is difficult to understand as
well as to recognise but the brand today required to understand that it is taking place and they
requisite to transform as well as to adapt their customer service in effective manner
(Badenhorst, 2015). The digital customers have the potential to unsettle the present
competition. This research is essential to be considered as it provides the in-depth reasons of
the negative as well as positive change in behaviour. The negative views on the digital
platform leads to the negative publicity of services provided by commonwealth bank which
in turn affects the customer behaviour and they don’t want to gain services offered by bank.
On the other, the positive experience of the customer with bank will make more new
customers with the bank as well as contribute in improving the customer behaviour to avail
the services and contribute in profit of company (Banerji, 2018).
Research methodology
Proposed Data collection method
In this section, the researcher will select the particular method for gathering the in-depth
information towards the particular research matter. The study is performed; primary as well
as secondary data method is used by researcher which will be implied to get the data for the
study that shows the impact of digital marketing on the behaviour of customers. The data will
be collected by the researcher with the help of survey through questionnaire tool as this will
help to collect the responses for impact of digital marketing on client behaviour. The survey
will be conducted involving the 15 random customers of the commonwealth bank who avail
the services that are offered by the bank to their customers. This will help the research to get
the actual and reliable information that the customer behaviour gets influenced due to digital
marketing (Bell, Bryman and Harley, 2018). Thus, questionnaire will help researcher to
gather compulsory material for directing study.

Marketing Research 5
Data analysis
The information which gathered by researcher related to influnece of digital marketing on
consumer behaviour will be analysed further for which the statistical tool that include MS-
Excel software will be used researcher (Lune and Berg, 2016). The tool will help the
researcher to present the data considering use of graphs, charts, tables and others. This
information will be analysed with the method of content analysis by the research as it provide
the actual results.
Sampling
The sampling method will be considered by the researcher for the study in which the
probability random sampling will be considered instead of the non-probability sampling as
this prevent the issues related to the biasness as well it remains easy and cost-effective (Lune
and Berg, 2016). Along with this, it provides the actual results of the study to the researcher
in effective manner.

Marketing Research 6
References
Badenhorst, M. (2015) How Digital is Changing Consumer Behaviour [Online]. Available
from: https://www.mediavisioninteractive.com/social-media/how-digital-is-changing-
consumer-behaviour/ [Accessed on 23rd August 2019]
Banerji, J., 2018. Impact of digital marketing on consumer behaviour. Mangalmay Journal of
Management & Technology, 8(1), pp.65-71.
Bell, E., Bryman, A. and Harley, B. (2018) Business research methods. Oxford university
press.
Commonwealth bank (2019). Our company [Online]. Available from:
https://www.commbank.com.au/about-us/our-company.html?ei=CB-footer_who-we-are
[Accessed on 23rd August 2019]
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015. Marketing. Pearson
Higher Education AU.
Lune, H. and Berg, B.L. (2016) Qualitative research methods for the social sciences. Pearson
Higher Ed.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.