University Research Project: Digital Marketing's Impact on Consumers

This research project investigates the impact of digital marketing on consumer behavior, focusing on the retail sector, particularly Tesco. The project utilizes both primary and secondary research methods, including a survey of 20 Tesco customers, to analyze the effects of digital marketing strategies. The study explores the concept of digital marketing, its influence on consumer behavior, and the factors that affect this relationship. The literature review covers various themes, including the interrelationship between digital marketing and consumer behavior, the impact of digital marketing on retail businesses, and ways to enhance digital marketing for improved consumer behavior. The methodology section details the research philosophy, methods, and techniques used, including data collection and analysis. The findings suggest that digital marketing has a positive impact on consumer behavior and helps companies attract customers and build positive perceptions. The project concludes with recommendations for further study and improvements in digital marketing strategies.

RESEARCH PROJECT
(Impact of digital marketing
on consumer behaviour)

ACKNOWLEDGEMENT
I am so thankful to all those persons who have given me provision, guidance as well as
much needed motivation so as to complete the current research project. Firstly, I owe my thanks
to guide who gave me chance to undertake this study. Furthermore, I am thankful to my team
members, family and friends who helped me in all possible accords. This led to successful
completion of research project and achievement of relevant results.

ABSTRACT
With time, there are many changes that have taken place in respect with technology and
these have both positive and negative impact on the business. Main focus of any firm is to gain
maximum profit. This is only possible when they are able to understand the requirements of
customers and appropriates are taken to satisfy service users. Main focus of the research is to
identify the impact of digital marketing in consumer behaviour. In order to carry out the research
in effective manner, both primary and secondary methods are used. Primary is gathered from 20
customers who make use of the services that are delivered by Tesco. In accordance with the
findings, it can be stated that digital marketing has positive impact on both customers behaviour
and company is helps management to attract more customers and to develop positive perception
within the mind of service users.

Table of Contents
ACKNOWLEDGEMENT...............................................................................................................2
ABSTRACT.....................................................................................................................................3
CHAPTER 1 INTRODUCTION.....................................................................................................1
CHAPTER 2 LITERATURE REVIEW..........................................................................................1
2.1 Introduction......................................................................................................................1
2.2 Literature review..............................................................................................................1
CHAPTER 3 METHODOLOGY....................................................................................................5
3.1 Methodology, methods and techniques............................................................................5
3.2 Sampling...........................................................................................................................6
3.3 Data collection..................................................................................................................6
3.4 Data analysis.....................................................................................................................7
3.5 Ethical consideration........................................................................................................7
3.6 Areas for further research.................................................................................................8
CHAPTER 4 DATA COLLECTION AND ANALYSIS................................................................8
4.1 Data collection..................................................................................................................8
4.2 Data analysis and discussion..........................................................................................10
CHAPTER 5 CONCLUSION AND RECOMMENDATIONS....................................................17
5.1 Conclusion......................................................................................................................17
5.2 Recommendations..........................................................................................................17
5.3 Areas for further study....................................................................................................18
REFERENCES..............................................................................................................................19
APPENDIX 1: Proposal.................................................................................................................22
1.1 Research project description...........................................................................................22
1.2 Research aims and objectives.........................................................................................23
1.3 Literature review............................................................................................................23
1.4 Research methodology...................................................................................................24
1.5 Structure of project.........................................................................................................25
APPENDIX 2.................................................................................................................................28

Thematic analysis.................................................................................................................28

CHAPTER 1 INTRODUCTION
Proposal covered in Appendix
CHAPTER 2 LITERATURE REVIEW
2.1 Introduction
With this regard, the organisation needs to carry their operations and functions to enhance
knowledge and skills. With this regard, relationship will be carry to identify impact of digital
marketing on the business objectives and goals. Therefore, targets will be accomplish through
identify interrelationship between objectives and different activities. Researcher has aim is to
formulate relationship with consumer behaviour. It assists to identify impact of the different
activities which considered in the whole research program. Further, the research focuses on the
determining the benefits that retail like Tesco have with the help of digital marketing. Further, it
also enable to improve the satisfaction level of customer are also discussed.
2.2 Literature review
In this aspect, there are different themes develop that assists to meet with goals and
objectives in systematic aspect. With this regard, following outcomes can be develop in
systematic aspect:
Concept of digital marketing and consumer behaviour
As per the view of Felix, Rauschnabel and Hinsch, (2017), digital marketing emphasize
as the electronic commerce that assists to meet with goals and objectives in systematic aspect.
With this regard, several facilities determine that assists to accomplish targets and goals in
systematic aspect and this is done by setting up goals and objectives. Recently, digital marketing
assists to promote products and services in different areas of the world. Therefore, the business
can easily develop their operations and functions to attract them. However, Whiting and
Williams, (2013) stated that consumer demand towards the responses which make clear results to
focus on the products and services. In this way, digital marketing is the important element which
helps to share views and opinion towards the business outcomes. Furthermore, people are never
afraid with experimenting so that several people create their views on different sites such as
Twitter, Facebook, etc. When any advertisement is posted by firm, then management are able to
determine the views given by people.
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On the other hand, Bianchi and Andrews, (2015) said that loyalty of consumer towards
the company also determines creative results in the business unit. Therefore, it is profitable to
make proper functioning in the business environment. It is the best way to accomplish the targets
in systematic aspect. Hence, sales will be enhances through getting more with products and
services. Beside this, Manzerolle and McGuigan, (2014) also explored that digital marketing
creating effective results in the business to attract many customers to deliver different kinds of
services in the business unit. It is the best way to attract customers of different nations through
one strategy. As results profitability will be enhances which develops as the growth of business
environment. Retail market is growing very fast so that digital marketing creating important role
in success of the business and its operations. For gaining more profits, it is the best way to gather
several people in business.
Factors that influence to digital marketing on consumer behaviour
As per the view of Pescher, Reichhart and Spann, (2014), market and market trends
continuously enhances that assists to increase profitability in the business. In this context, there
are several factors exists that impact on digital marketing and consumer behaviour. Culture is the
crucial element that play very important role for the consumer behaviour. Therefore, it is
determines as the complex belief that included in the society. Values, custom and tradition of the
consumer create impact on the consumer. However, Dessart, Veloutsou and Morgan-Thomas,
(2016) sub culture is the group of various people that are share same values and many other
things in term of religion, racial group, etc. In particular nation, these things are determines as
the important elements which make effective results and outcomes in the business. With the help
of group performances, it will be enhances and making sense of outcomes in systematic manner.
Along with this, Stone and Woodcock, (2014) argued that social factors determines as the
social status and group which could be influence to buyer behaviour. This type of group refers as
the social origin, place of work, etc. With this regard, families are playing crucial role for
assessment of the behaviour. Social status also equally important for the digital marketing
decisions which assists to develop success and ability for the goals and objectives. On the other
hand, Fransen, Verlegh and Smit, (2015) generated their views that personal factors also
influences to the digital marketing which determines as the consumer behaviour. It is the best
way to identify personal perception of each person within the business. It is the crucial aspect
which highly impact on the digital marketing.
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Interrelationship between digital marketing and consumer behaviour
According to the point of Erragcha and Romdhane, (2014), digital marketing is very
important fundamental aspect that creates several marketing activities for accomplish business
objectives. With this regard, online programs will be develops through internet technologies. It
can be defines as the marketing objectives that are conducted to develop effective functions. On
the other hand, You, Vadakkepatt and Joshi, (2015) explored that digital marketing consists
communication medium to attract several people in the business enterprise. This will increase
marketing communication through developing message, text, etc. Digital marketing is the
important aspect that assists to enhance detailed about the information. Consumers are also
available to receive marketing messages that create environment in order to increase the
opportunities.
As per the view of Mackey and Liang, (2015), consumer behaviour is the important
factor which create great impact on the perception of target market. There are several factors
exists that can be influence to consumer behaviour of Tesco. It includes culture, social, personal,
psychological, etc. Hence, each business should understand their several components to assess
the needs and requirement of consumer. However, Godey, Manthiou and Singh, (2016) said that
consumer behaviour also related with psychological concept. It is the systematic aspect which
develop target market performances in different businesses. In this process, there are different
alternatives exists which assists to understand needs and demand of the customer which develop
profitability at workplace. As results, alternatives evaluated in proper way for selected brand and
products. Level of satisfaction also need to be assess for development of the brand that
determines different alternative options that are very important for the business.
In the contrast, Wolny and Charoensuksai, (2014) it can be stated that consumer
behaviour is the study which develop through digital marketing at workplace. It is the best way
to understand about the market profitability. In this way, objectives can be develops in
systematic aspect. It makes significant results in the business for the business development.
Impact of digital marketing on retail business.
As per the view of Nilsson and Ballantyne, (2014), public relation is the one of crucial
aspect which assists to make creative strategy in the business that improves brand performances
of the company. It is the systematic process which creates strategic communication to maintain
proper relationship with several stakeholders. When business able to maintain their effective
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brand image, they can make effective public relationship. Relationship also maintained through
social media which create high brand image of the organisation to accomplish their goals and
objectives. However, Holmes, Byrne and Rowley, (2013), argued that organisation has
responsibilities develop effective needs and want of people to maintain effective relationship. In
this way, advance technology elements need to be determines that make brand image for enhance
positive perception in the business environment. When the business able to deliver their effective
products and services, problems of customers need to be resolved in systematic manner.
Ways for enhances digital marketing for consumer behaviour
As per the view of Cummins, Peltier and Nill, (2014), accomplish the goals and
objectives determines important aspect within the business unit. There are several types of
activities exists that assist to develop effective functions and operations for development of the
business. In this way, Tesco able to accomplish their targets and goals when they make creative
functions in it. It is the best way to ensure profitability and performances enhancement for serve
qualitative products and services. On the other hand, Cairns, Angus and Caraher, (2013)
explored their views that there are several activities can be operated by the company for ascertain
effective information at workplace regarding customer requirement. In this way, the company
require make secure website so that they can accomplish their goals and objectives in systematic
aspect. It is the best way to make sure that customers happy to demonstrates several activities.
According to the point of Arli, Tjiptono and Porto, (2015), customer behaviour is the
important element which assists to make creative results in the business environment. This is
because, it enhances decisions to accomplish the products and services development of the
outcomes. There are several factors exists that implied for marketing mix in Tesco which
enhance its performances with digital marketing. Therefore, it helps to develop several
opportunities at workplace. Beside this, Bidargaddi, Musiat and Licinio, (2017) stated that
customer behaviour also required to develop their effective functioning at workplace. There are
several products and services exists which assists to understand the behaviour of customer so that
profitability will be increasing in significant manner.
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CHAPTER 3 METHODOLOGY
3.1 Methodology, methods and techniques
Methodology is important tool that assists to identify issues and problems in the business
environment. With this regard, at workplace of the chosen environment, there are different tools
and techniques determines which helps for conducting the research. There are effective tools
exists that carried to meet with outcomes (Hudson, Huang and Madden, 2016). In research
methodology different elements included that helps to assess impact of digital marketing on
consumer behaviour.
Research philosophy: Research philosophy is the essential element that enables to focus
on the aim and objectives set by the researcher. With this regard, functions and operations will be
develops that assists to make creative functions in it. This element important for focusing on
subjective part for involving models and theories (Yadav, De Valck and Spann, 2013).
Interpretivism and positivism research philosophy are two fundamental aspects which assists to
develop effective results in organisation. In the present research, interpretivism research
philosophy has been taken that helps to accomplish objectives in systematic manner.
Research design: Research design defines as the conducting of research through
different elements such as experimental, exploratory, descriptive, etc. In the present research,
exploratory research design developed that assists to achieve goals for assessment and in
achieving the aim and objectives (Cesareo and Pastore, 2014). In addition to this, descriptive
research design also carried for assessment of the theoretical outcomes at workplace.
Research approach: Research approach is the very important aspect that make effective
functions and operations for the research program. Inductive and deductive research approach
has been taken in the present research program which assists to make creative results in the
business. It helps to interpret data and information for accomplishment of business outcomes. In
addition to this, it is also useful to carry hypothesis testing for formulation of scholar process in
positive aspect (Leonidou, Leonidou and Kvasova, 2013). There are several models, strategies
and theories ascertain to accomplish goals and objectives.
Research strategy: In the present research, qualitative strategy has been used that assists
to implement different models and theories for successful outcomes. In addition to this, there are
different kinds of elements implemented that are frames to assess performances regarding
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particular topic. Therefore, researcher responsible to carry their functions and operations for
customer satisfaction (Godey, Manthiou and Singh, 2016).
3.2 Sampling
In present research, simple random sampling method has been used that determines equal
opportunities towards the each respondent. In this way, researcher ask question from respondent
to determines decisions on it for the whole population. Therefore, 20 customers have been
selected from Tesco for analysis the present research program. These are people who make use
of the products and services that are delivered by the firm. It assists to develop positive results in
the program for accomplish effective results in it. Digital marketing highly influencing in the
positive context within the business environment (Fransen, Verlegh and Smit, 2015). Survey has
been conducted on primary and secondary two types of data that assists to develop effective
results in the business. With this regard, primary data has been taken from survey from
customers this has helped in achieving the objectives and goals in systematic manner as
appropriate data is gathered from the response provide by customers. Researcher need to ask
each question from several respondents so that they can easily meet with goals and objectives.
Positive relationship also maintained to satisfy each customer in the business. Therefore, social
media influence for customer satisfaction in systematic aspect.
3.3 Data collection
It is another important aspect that makes creative function and operations for carrying out
the research. In this way, desired outcomes will be developed at workplace that assists to meet
with targets and results. There are two different methods that are helpful to gather information,
these are primary and secondary methods. Primary data are information that are gathered for the
first time. With the help of primary data, researcher will able to take fresh and relevant
information at workplace regarding different customers (Jernigan, Noel and Lobstein, 2017). In
this aspect, they have to carry their operations and outcomes to deal with different people in
significant manner. There are several tools exist that assists to accomplish objectives and goals
with different resources. Further, different sources for gathering primary information are survey,
interview, observation and focus group. On the other hand, secondary data are those which are
already gathered by some other researchers. Beside this, different methods that are helpful
enough to gather secondary information are books, journals, articles, magazines, online websites,
etc. Hence, all these elements take important place that assists to accomplish effective results in
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attaining the research topic. Targets also develop in the systematic way that enhance profitability
as well (Godey, Manthiou and Singh, 2016).
In the present research, primary and secondary information assists to analysis information
that assists to meet with views of different people. This will assist to gather relevant information
that are using first time and create effective functions in it. Secondary information also gather
through different resources such as previous authors research, magazines, etc. It is the best way
to enhance creative functioning at workplace (Fransen, Verlegh and Smit, 2015). Therefore,
objectives and goals will be develops that make proper functioning in organisation.
3.4 Data analysis
When information is gathered, then it requires to have appropriate analysis made so that
findings can be presented effectively. There are two different techniques that are helpful enough
to conduct data analysis part. These are qualitative and quantitative methods. Among these two,
researcher has made use of qualitative method. More specifically, thematic is applied as it
enables to present the findings in form of table, graphs, charts, etc.
3.5 Ethical consideration
With this regard, researcher has responsibilities to carry relevant information towards the
business to make creative functions and operations. In this way, right and wrong things need to
be identified and then develop their products and services. Further, they have to follow all legal
rules and regulations that assist to accomplish effective results in the business enterprise.
Therefore, they are able to gather relevant data from different resources at workplace. In addition
to this, they have to ensure that study never harm and create negative impact on the people
(Killian and McManus, 2015). As results, they are able to maintain proper information for
ascertain effective results at workplace.
Personal information from respondents also need to be carry for development of the
business and its objectives. As results, it creates relevant data and interpretation that are required
in the enterprise (Felix, Rauschnabel and Hinsch, 2017). With the help of proper rephrasing,
research will be develops in systematic manner. Along with this, researcher should maintain
relevancy in their requirement which assists to develop proper functioning at workplace.
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