Dissertation: Digital Marketing's Effect on Consumer Behavior (Nike)

This dissertation investigates the effect of digital marketing on consumer behavior, focusing on the retail sector and using Nike as a case study. The research explores the trends of digital marketing in the UK retail sector, analyzing the role of online advertisement in influencing the buying decisions of Nike's consumers. It examines the relationship between digital marketing and consumer buying behavior, providing recommendations for unique digital marketing technologies that could influence consumer decisions. The study includes an introduction to the research background, aims, objectives, research questions, rationale, and significance. It also provides a detailed literature review, research plan, data analysis, conclusions, and recommendations. The dissertation covers key themes such as the analysis of digital marketing trends in the UK retail sector, the role of online advertisement, and the relationship between digital marketing and consumer buying behavior. The research aims to provide insights into how digital marketing strategies can impact consumer behavior and provide Nike with actionable recommendations for improving its marketing efforts.

Dissertation
(The effect of digital marketing on
consumer behaviour)

Abstracts
Digital marketing is a promotional measure which is used to create advertisements
through various digital channels such as search engine, website, social media, email and mobile
applications. In the present research project descriptive design and qualitative research design is
selected for managing flow of research outcomes. The design is selected with a view of
conducting a detailed investigation on impact of digital marketing on consumer's buying
behaviour. This study analyses impact of digital marketing on the buying patterns and behaviour
of consumers of Nike.
Buyers are attracted and influenced thruogh various means of digital marketing and same
have affected their buying behaviours. Before making a purchase decision they get themselves
well informed, aware about the good and know about the latest trends and carry out the
comparison of all available option and then finally make a decision about which product to buy.
Advise is presented in the form of options that can be exercised by Nike who is a leading
organisation when incorporating use of digital marketing for promoting its goods through various
platforms of digital technology.
.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
Research background .................................................................................................................1
Research aim and objectives.......................................................................................................1
Aim..............................................................................................................................................1
Objectives....................................................................................................................................1
Research question.......................................................................................................................2
Rationale of the research.............................................................................................................2
Significance of the research........................................................................................................2
CHAPTER 2: LITERATURE REVIEW ........................................................................................3
Theme 1: Analysis of digital marketing trend in retail sector of trend UK................................3
Theme 2: Role played by online advertisement in influencing consumer's buying decisions....6
Theme 3: Relationship between digital marketing and consumer buying behaviour .............10
CHAPTER 3: RESEARCH PLAN................................................................................................14
Research design.........................................................................................................................14
Research Type...........................................................................................................................14
Research Approach...................................................................................................................15
Research Philosophy.................................................................................................................15
Data collection..........................................................................................................................16
Sampling...................................................................................................................................17
Data analysis.............................................................................................................................17
Ethical considerations...............................................................................................................18
Reliability and validity..............................................................................................................18
Research limitations..................................................................................................................19
CHAPTER 4: DATA ANALYSIS................................................................................................21
CHAPTER 4: CONCLUSION......................................................................................................36
CHAPTER 5: RECOMMENDATION..........................................................................................39
REFERENCES..............................................................................................................................44

Topic: To investigate the effect of digital marketing on consumer behaviour in retail sector: A
study on Nike
CHAPTER 1: INTRODUCTION
Research background
Digital marketing is marketing technique where promotions are done via digital channels
such as search engine, website, social media, email and mobile applications. With use of all
available digital platforms the organization around the globe are persuading the viewers and
consumers to buy their products and services by presetting the in effective and attractive manner.
Efforts are made by businesses to use electronic media and internet to leverage all the digital
channels to connect with present and prospective users. In the present time no one is untouched
with the digital technology and on one is out there in world who is not connected to internet.
This have made digital marketing one of the largest and biggest platform to market t product and
services.
The last decade was a time frame from where there was a paradigm shift from
traditional marketing to digital. Most of the consumers now nowadays have access to internet
and search the required products and services online and this made online marketing and
advertisement one of the essential tools of marketing mix of each and every firm around the
worlds (What is Digital Marketing 2018). In last 10 years use of internet has a deep impact on
various industry but one of most effected is marketing. The time of old school marketing tools
such as door to door selling and calling the consumers have become outdated but not yet obsolete
but digital marketing have reached a place where no one reach. This have made the firms
approach to consumer at larger scale by empowering consumers as they can get whatever they
want in less time and that too with available humongous choices.
With digital marketing the consumer behaviour has also changed as now they are
presented with same or similar products pertaining to different brands by various seller at distinct
prices, so buyer have choice to compare all available options and then make a purchasing
decision. The consumer does not get satisfies with minimal choices and require more options to
choose unlike before 10 years where consumer used to buy from nominal available options
which used to make their shopping faster. But now time has changed and all this is due to impact
of digital marketing.
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The present research is related with determination of the impact of digital marketing on
consumer behaviour of Nike Inc. This organization is a multinational corporation regulating
operation in most of the countries around the globe. The company is engaged in manufacturing
of footwear and recreational sports outfits for different type of consumers. The business has its
business operation at international level and it present a requirement for the organisation to
reach all the consumer at wide level with all its available products (Benefits and Importance of
Digital Marketing, 2018) Technology is one of the most supportive tools offering the
organization in identification of needs and requirements of the consumers and offer them with
commodities of their choice. This research presents insight about the consumer behaviours with
emergence of digital marketing. The importance of online advertisement is also presented in this
study in context of attracting larger mass on the buyers. The projects also define a relationship
of customer's buying behaviour and digital marketing as correlation between two.
Research aim and objectives
Aim
"To investigate the effect of digital marketing on consumer behaviour in retail sector: A case
study on Nike".
Objectives
 To assess the trend of digital marketing in UK retail sector.
 To analyse the role of online advertisement in influencing buying decisions of Nike’s
consumers.
 To study the relationship between digital marketing and consumer buying behaviour in
the context of Nike.
 To recommend unique digital marketing technologies to Nike’s that influences
consumers buying decisions.
Research question
 What are the trends of digital marketing in retail sector of UK?
 What role digital marketing plays in influencing the Nike's consumer's buying decision?
 Explain relationship between digital marketing and consumer buying behaviour of Nike?
 What can be recommended to Nike in context of unique digital technologies for
influencing consumers buying decisions?
Rationale of the research
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Technology and is impact are interest area of the scholar and this influenced the
researcher to select digital marketing and its influence on buying behaviours of shoppers. The
experience of working in a retail shop for longer time and possessing skills and knowledge about
using online and digital marketing tactics persuaded the research project in the direction of
analysing the consumer purchasing behaviour (IMPACT OF DIGITAL MARKETING ON
CONSUMER BEHAVIOUR, 2018). This interest in area will make this research completion
more effective and precise. The sales in the stores are falling day by day with increase in the
online shopping trends and same problem is faced by Nike Inc as well. Effective research is
conducted to find out techniques for digital marketing influencing the buying behaviour of
consumers. The research is aimed at determination of the effective measure to resolve the issue
with identification of the tool to increase of digital marketing for enhancing the sales.
Significance of the research
This study focuses on identification of the digital trends in retail sectors and effect of
digital marketing on the consumers and their purchasing behaviour. The research can provide
assistance to the future researcher as digital marketing is one of the current trends in retail sector.
The study is focused on giving aid to the marketing policy maker of different organisation,
which presented the changes in behaviour of consumer such as their buying habits with evolution
of digital marketing. Furthermore, the study will provide a base to the future scholar to carry on
further investigation on the buying decisions and habits of consumers with changing digital
marketing techniques. The study can also be referred by market analyst and economist to
examine the changing trends and references of the buyers.
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CHAPTER 2: LITERATURE REVIEW
In the present study the literature review presents the view and trends on the retail sectors
of UK along with the effects of online advertisement on the buying decision of the consumers.
The LR will also present the relationship between the buying behaviour of customer and digital
marketing.
Theme 1: Analysis of digital marketing trend in retail sector of trend UK.
According to Amaro and Duarte (2015), in the 20th century retail is one of the sectors
which have experienced major shift in context of marketing’s. The consumer preferences
changes with a faster pace and the retailer who do not speed up with these changes have a risk of
falling behind from its competitors. The recent trends in the retail sector of the UK has been
listed by the author are personalisation, customisation, multi-channel commerce, social currency
and artificial intelligence. Personalisation is defined as presenting products and services to
consumers which are personally relevant to them and likely to expand the experience of the
shopping. Customisation is not much different from personalisation, but here power is in the
hands of consumers and to expand their shopping experiences through taking custom
requirements of consumers and providing services and commodities accordingly. The multiple
platforms are available in the present era from where products can be bought like, amazon,
Flipkart or any other online site. Consumers are relying on word-of-mouth instead of
advertisements for product recommendations. All these factors are trends in the retail sectors of
the UK which have a focus on the buyers and satisfying them with providing goods and services
of their need as per their specification.
On the contrary Banerjee, Bhattacharyya and Bose (2017), stated that consumer is at
driving seat enabled with technology and in constant connection with it they are more
empowered as ever before. All this factor together drives changes in the shopping behaviour in
both physical and digital retail platforms. The author has put emphasis on the question that
whether the retail sector is really in trouble or is transforming. The confidence of the consumers
has increased but the spending power have declined with this the inflation has fallen down along
with growth in wages which means there has been no rising pressure on the buyers. The online
sales amounts to 20 % of total retail sales stating a growth by 10 times then the rate of store
sales. The sales in retail sector have boomed up with growth and developments of E-commerce
which is part of digital marketing. The retail sectors are required to keep a close eye on the
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consumers as they are the main driving force of the market in the recent time. All the focus must
be kept on consumer demands, their taste, preferences, requirement and accordingly goods and
services must be designed to fulfil their demands. The stores at market place is now one step
away as customers buy their necessities online through various available platforms of buying
goods and services. In this article this is stated that consumers are the drivers of the retail
markets and the market and retailer change according to the needs and requirement of buyer.
The retailers continue to make bold strategic decisions in an attempt to keep customers on side
and maximize profitability and gain competitive advantages.
Illustration 1: Digital marketing
(Source: Digital marketing, 2018)
As per the views of Beneke and et.al., (2016), the retail sectors are continuing to bloom
with meeting all the challenges in its path and efficaciously exploring digital trend which is
resulting in significant commercial benefits to all those companies who are able to harness them
effectively. The retail sector has become highly commutative where failures to go along with
times can be fatal. Some of the retailers can beat the competition which change in strategies of
keeping the prices low and reducing profit margins but most of them keep their focus on getting
excellence in the products, services and consumer experiences. The author precisely mentioned
that under the retail sectors change is now upon the retailers as whoever want to remain viable
must respond to the changes. Trends in retail markets are fluctuating and changing with faster
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pace with availability of more dynamic distribution platform and one of them is digital
marketing, which have completely changed the scenario of retail sectors. Retail remains the
single largest private sector employer in the UK, with one in 10 people working in retail, and
annual sales totalling a staggering £358bn. The preference of consumers is shifting to online
shopping rather than going to physical stores to buy goods and products.
On the contrary Melis, K and et.al., (2015) states that retailer turn digital trends to their
advantages rather than watching their competitors getting ahead in the competition while
standing still with not adapting the changes as per recent trends. The retail sectors have timely
recognized that digital technology can stimulate the in-store experiences and aids them in
avoiding competition in context of price. Amazon muscled into the top five this year (behind the
supermarkets), and now accounts for £4 in every £100 spent in the UK. The author has put focus
on the point that trends in retail market have shifted form old school purchasing habits its
digitization for both buying and selling of goods, services and other commodities. The best way
to flourish a business under retail sectors is to integrate the old experience and modern time
changes for the survival and smooth operation of organizational activities.
On the other hand, Chen and et.al., (2016) explains that online sales are growing
continuously with stating its importance in present time but for some of the businesses in this
sector the day of double digits and year by year growth with online sales are over. The era of
commerce has arrived where preference is given to maintain growth with having innovative
business strategies for making the online experiences more engaging and persuasive. The digital
world is under constant change and continuous to transform with various segment of the
population on the basis of age and their capabilities of adapting newer technology with their own
distinctive pace. The markets and retailers are required to keep a close eye on retail e-commerce
trends and developments. As per view of authors Wiese, Zielke and Toporowski (2015), of this
article have stated that digital marketing is getting passed with time but the trend for the future is
artificial intelligence. Trends like conversational commerce, using chatbots and voice search
have been closely associated to widely-adopted online shopping habits amongst millennials as
well as other population segments. The numbers of stores moving to online have increase and
they are taking measures as well to improvise their online shopping experiences and
multichannel approach (Digital trends in Retail, 2018). The consumers behaviours changes and
evolve in the same way the digital world do, the consumer continue to discover newer
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opportunities on both online and offline platforms. Almost three-quarters of millennials still
prefer stores to online shopping which defines that fact the digitization have not yet fully taken
over the retail sector. A large number of people still prefer to shop from the stores rather than
online. The facts are presented by Du, Hu and Damangir (2015), 74% of people in UK still prefer
physical stores in contract of 24% preferring online shopping. 51% of the people prefer to
navigate, get information and pay using their phones in stores. This stated that digitisation have
impact on people more with one technology but lesser for another technology. Almost 3/4 UK
population do not like online shipping but almost 50% of them like to use their phone to make
payment for their purchases. This states the facts that phone technology is more used in UK
rather than websites and app to shop online. Consumer prefer using digital technology one or
other way though do not use it for shopping but significantly uses for making payments and
seeing the details of the products and services they want to buy. The people from all the
generation be it children, adolescent, young or old age group uses the digital technology hence
digital marketing in the trial sectors has become one of the major phenomena of promotion of
gods and services.
Theme 2: Role played by online advertisement in influencing consumer's buying decisions
As per the views of the Nguyen, de Leeuw and Dullaert (2018), with increase in
widespread use of internet and Mobile devices have not only attract numerous consumers
searching for buying products online but have also created opportunities for the retailers to
enhances their online sales. Figures stats that in 2014 more than 46% of the European consumers
used online shopping platforms to get their desirable goods and services. With this the
organisation faces challenges in meeting the requirements and orders of consumer online
including on times and efficient delivery, management and accuracy of inventories and effective
designing and maintenance of the warehouses. The retailer's operations and activities get affected
mostly through the advertisement and promotion activities of products and services which they
sale online. In the present time one of the most popular way of promoting business and its
commodity is through digital marketing via online advertisement. This is done on the social
media, in app promotion and other measures. The consumers are more driven through the
promotions advertisements they see on the internet and are persuaded easily for buying them.
Growth in UK ad spend in digital channels through 2019 is expected to come from mobile, up
20.3% in 2018, followed by a 15.5% increase in 2019. This is a way to influence the prospective
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consumers to indulge in shopping with attractive presentation of the products through online
advertisements. The retailer has to react on time to deliver and make available the product as
demand of the shopper can shift to another platform or can change the mind set ones it is not
available at time of demand.
Conversely, Liu and Park, (2015) presents a view point that online advertisement is a
form of digital communication that is intended for convincing a target audience to purchase or to
take some or other action significant for buying the product or services. The purchase process
includes procedure of decision-making including risk. The author has defined a relationship
between independent variables which are explained as emotional aspect along with behavioural
and attitudinal aspects of consumer’s buying behaviour. Advertisements, sales and promotion
are different tools that are present in the market for establishing communication with present and
perspective buyers. The effectiveness and influential power of online advertisement is not a new
concept (UK digital marketing, 2018). Every person and business know the importance of online
promotion for influencing the consumer's buying behaviours and drives their spending forces.
The effective online advertisement is defined through ad recall, ad recognition and brand
awareness. With advancement of technology the perspective of people and business person have
changes regarding the presentation of goods and services. Buying products through influencing
from online advertisement include more risk as with less availability of the information related
with goods. An advertisement means reaching a potential buyer while the buyer is seeking
information will have a greater impact. In online advertising the buying behaviours of the
consumers is defined as they are more responsible before making purchases as it includes more
risk as its information regarding the goods nor services they are buying.
In accordance with Valaei and et.al., (2016), digital advertisement is considered as one of
the largest factors generating the revenues for the economy of a nation across the globe. This
helps in generation of employment with influencing larger section of the society. Advertisement
is a way to present the goods and services in whatever form the organisation wants it to be.
Online advertising helps business in attaining competitive advantage. Based on the
understanding regarding the advertising, the approach rooted in the organizations search for the
right answer on the effects of the competition. The author reflected in the study that usually in
formulating the advertisement and marketing strategies the cultural values are being ignored at
their peril. These factors are less talked about and cultural effect on the individuals buying
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effects are not explored to a greater extant. The factors which effect the purchasing decision on
seeing advertisement includes study on the attitude towards online advertisement (ATOA) and
Attitude towards online buying (ATOB). For determination of both these attitudes kept the
emphasis on the sectors such as individualism, uncertainty avoidance, power distance,
masculinity and femininity, and long-term orientation. There is a significant development in the
internet marketing energies for understanding the attitude and behaviour of the consumers as the
physical stores are moving towards online channels of selling their products and services.
Illustration 2: Digital marketing trends
(Sources: Digital marketing trends in 2019, 2018)
Instead, the authors Xie and Lee, (2015) reflect in their study that one of the reasons that
online advertisements are preferred is global access. In the era of international trade and
commerce and widespread global business operation understanding of different cultures and their
values is necessary in order to drive the behaviours of the consumers and attract them to buy a
particular product. The online advertisement putting emphasis on the cultures and values of
different nations plays a vital role in changing and making the perception of the consumers
worldwide as every person linked to their culture rather than relives and value of some other
country. Different advertising portrayals and different advertising techniques show precious
information regarding how different people of different market segments view advertising and
firm branding activities. This practice in the online advertisements have immense effect on the
attracting and persuade the consumers to buy the products so promoted. The promotion of goods
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and services through different online platforms present, taking nation wise cultural influences
have a significant influence on the buying habits and behaviours of the consumers around the
globe which is one of the major factors that is presented by the authors in the study is present the
importance of online advertisement on the customers purchasing activity in context of cultural
prudence.
On the contrary (Stephen, 2016), stated about the consumers in the era of digital and
social media marketing and for the same the author has identified 5 different themes. These
includes consumer digital culture, responses to digital advertisement, effect of digital
environment on consumer behaviour, mobile environment and online worth of mouth. The article
shed lights on the fact that how the behaviour of the consumers gets influenced by digital
environment on a daily basis. The use of social media, mobile apps and other digital
communication technologies has become part of the day to day life of almost every person
around the globe. This is not a scenario in a particular region or nation but it is an international
scenario. One third of the global advertisement is spending is done on the digital channels
reflects that in future almost all the promotion activities will be carried out through digital
platform focusing mainly on social media and mobile. The behaviours of the consumers have
changes over past few years over their buying practices with broader level of digital
advertisement the consumers get influenced on individual as well as group level.
However, Izquierdo-Yusta, Olarte-Pascual and Reinares-Lara, (2015) outlined that in the
UK, over the last decade the number of hours spent online by adults has more than doubled, and
now averages 20.5 hours per week. People are exposing more and more to the digital and social
media, they search for the information about the products, purchase and consume them and
communicate with other about their experiences. Personalized website ads are more favourably
acceptable when consumers have a higher perception of being in control of the private
information used for personalization. This directly have a reaction on psychology of a person
that persuade his/her behaviours for the shopping. The digital environment and online
advertisement have created a lot more scope of attracting the consumer through different digital
channels and top guide their shopping activities in a specifies manner through pursuing the
psychological and emotional aspects of the consumers. Global e-retail sales amounted to 2.3
trillion U.S. dollars and projections show a growth of up to 4.48 trillion U.S. dollars by 2021. In
Asia Pacific e-retail sales accounted for 12.1 percent of retail sales in 2016 but only for 1.8
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percent of retail sales in the Middle East and Africa ((Branding a lifestyle, 2018). For Nike the
sales in retail sectors through digital marketing were $28.6 million in year 2017 for year 2016,
2015 it was $27 and $26 receptively. Every year’s sales are been increasing showing the
increase on the impact of online marketing of the buying behaviour of consumers.
Theme 3: Relationship between digital marketing and consumer buying behaviour
In accordance with the views of Nadeem and et.al., (2015), the buying pattern of the
consumers is changing with a faster pace as the market has now become consumer oriented. The
behaviours of the costumer differ in context with products, price, feature, quality, packaging,
buying behaviour, statue, generation, age of the consumers, etc. The authors stats that the youth
and the younger generation is the most complicated group to match with. The change in their
preferences at the present time effect the purchasing pattern of the youth as they mostly follow
the rhythm of fashion and taste according to the dynamic occurrence in the surrounding, at
national and international level. The marketing departments and marketers in different
organisations spends a humongous amount of money on the marketing research every year for
prediction of the youth orientation which is at present time is on the internet and digital gadgets.
The digital marketing has presented the retailer with many challenges as the younger generation
is more inclined towards online shopping as compared to conventional buying. The most affected
segment of them market is younger generation. the digital marketing that guides their buying
behaviour. The youngsters of the present generation have access to the digital media but they
lack the awareness about its optimum utilization.
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Illustration 3: Digital marketing trends
(Source: Digital marketing trends, 2018)
Conversely, Godey and et.al., (2016) parented the viewpoint about buying behaviour of
consumers in context of online marketing, effective tools of communication and timely delivery
of the goods and services to the consumers, mostly at their doorstep. The author stated in the
article that online marketing has an immense impact on the buying behaviours of the consumer
with change in the age group. This is defined as a viable and effective tool of communication
which have a direct effect on the regularity of the visits of consumers on the online stores. The
organisation at the present time are recommended by the author to launch online shopping stores
and develop websites to attract more customers. For example, the facts are seen that 49% of the
total population in the UK are active internet users and 24% are active on social media. The
average time spent on internet is 54 minutes for laptop users and for mobile users it is 2 hours
and 59 minutes and this directly impact what they see while they are surfing online and with
digital advertisements their purchasing behaviour changes to a great extent (Digital marketing
impact on consumer buying decision making process of Nike, 2018). This is suggested with
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determination of the fact that with increase in the digital trends online shopping has become a
household phenomenon which have affect all generations globally. With not adhering with a
global change in the marketing trends a business's survival is tough in this competitive
marketplace. The purchasing patterns and habits of the consumers have changed significantly in
last one decade with development and increased usage of digital platform. Shoppers prefer to
shop online through different apps and websites of various store rather than going to physical
store and buy requires commodities.
Keller, (2016), stated in the article about the influence of social media on the buying habits
of the prospective consumers. This is presented in the article that new researches have been
done, through which business organisation can influence the buying decision of the shoppers.
The social media is one of the largest platforms used worldwide among many other digital
developments. The markets have changed the perspective of marketing as they think they can
persuade the thinking and views of the consumers though using social media. But facts present
that only 5% of the consumer have a great influence on the purchasing decision through social
media and 30% are little persisted. 62% of the social media users were not at all influenced by
promotions and marketing on different platforms of social media. People use social media for
making conversation and connection. The reasons for using this media is to show the results as
94% use it to connect with friends and family rather only 29% follows trends and to find reviews
and information about products on social media. Studies haves shown the facts that online and
digital marketing is one of the biggest evolution of the century in the field of making and
promotion but till date the use of social media have not been made to optimal level as only a
smaller section of the buyers are getting influenced on this platform of online marketing (The
Impact of Social Media on Consumer Buying Intention, 2018).
However, the writer Lamberton and Stephen (2016) expressed in writing that increase in
the use technologies in the bushiness and organisation job and complexity level of marketing
have changed its orientation. The advertisements and promotion of the products through
billboards and print media have now been replaced by e -marketing mediums. With this the
design and target markets have also changed. Nowadays, companies have shifted their focus on
designing the web-page for marketing their product rather than showing advertisements on TV,
billboard, magazines, newspapers etc. E-marketing is the future of marketing which is quick,
cheaper and helps in presenting accurate information at correct time. Studies have shown that 80-
13

90% of the internet and online user get attracted towered the e marketing of product and services.
There is a direct and positive relation between consumers and e-marketing. Conversely,
Lamberton, and Stephen (2016), presented that digital marketing is referred as umbrella of
present marketing scenario. Studies haves shown that 50-60% of the buyers gets knowledge of
the products and services online only and after that some of them go physical shops to buy their
desirable products. This reflects the fact that digital marketing is a platform where they get
information related to the commodity, consumers want to purchase which defines the importance
of online marketing and consumer buying behaviour.
As per the views of Kumar and et.al., (2016) consumer purchasing behaviours is the
investigation of the procedures which includes people's behaviour related with what they select,
buy, utilize or discard and what is their thought process for encountering to fulfil their needs and
wants. The digital media have outstanding impact on the buying decisions of the consumers. It
can build an incentive for customer and furthermore retailers with attracting promotion measures
draw the attention of the shopper with effective utilisation of different digital platforms. This is
an instrument to marketing which have changed the ways people used to shop earlier. Unlike the
older times the younger generation do not want to go for old school shopping as going to shops
for purchasing the goods they want. Rather, they sit at home and use digital media to buy
whatever they need, online which is way too fast as compared to going to stores. With taking in
context the organisation put their focus on how that can effectively digital media and marketing
that have an immense effect the purchasing patterns and behaviour of the consumers over time.
However, Nadeem, W and et.al., (2015), stated that consumer in the present time have become
more aware regarding the quality, information even every aspect of the product or derives they
buy or avail. They need full details regarding the commodity and in this digital-marketing plays a
vital role with this, consumers are presented with what they want and to drive their needs and
want and persuading them to purchase the things they see online.
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CHAPTER 3: RESEARCH PLAN
Research design
Research design refers to the overall strategy that is selected for integrating different
components of the study in a coherent and logical way. With a correct research design the it is
made sure that research problems and objectives are effectively answered. It can be defined as
the blueprint for collection, measurement and analysis of the data. Research design is generally
present in different types, for the present research project descriptive design have been selected
(RESEARCH DESIGN, 2018). This type focuses on taking samples and information from
surveys and other methods of data collection. The research is pre-planned and structured in
design so the information collected can be statistically inferred on a population. The rationale
behind selecting this design is that it provides better opinion, attitude and behaviour held by the
group and individuals over impact of digital marketing on the consumers behaviour (Qualitative
Research Design, 2018). This allowed researcher to measure the implication of results on the
overall population under study, as well as the changes in respondent’s opinions, attitudes, and
behaviours over time.
Research Type
Research types is of two kind qualitative and quantitative. A qualitative research design is
systematic inquiry into the social phenomenon in the natural setting regarding the given subject
matter. In the qualitative research type orientation is related with sociology, anthropology and
psychology which delivers excellent results. On the other hand, qualitative research type is used
to enumerate the problems (Mackey and Gass 2015). For the present dissertation the research
design which has been selected is the qualitative one. The design is selected with a view of
conducting a detailed investigation on research topic that is analysing impact of digital marketing
over the consumer's buying behaviour. The methods provide an understating of the views and
perception about different issues and factors related with the research topic. The qualitative
research offers a vision to various problems and aids in development of the concepts and theories
for effective completion of the study.
The rationale behind selecting this is that qualitative research design is that it assists in
establish interaction between the respondents as they directly depends on the comments,
perception, views, opinion and ideas of people. The motive behind selection of this research
design is to create an understanding of the phenomenon about how the digital marketing effects
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the buying behaviours of the consumer in present time. Along with this it also assisted in the
study of the changes in the purchasing habits of the shoppers with change trends and marketing
strategies by Nike (Lewis, 2015). The qualitative research design has helped in the present
research by effective evaluation of the facts related with consumers, digital marketing and
changes in buying behaviours in reference to Nike.
Research Approach
Research approach is a plan and procedure that comprises steps with broad assumptions
to the methods of data collection, analysis and its interpretation. This have a direct link with the
nature of the issues or problems which is being addressed in the study. There are mainly two
types of research approaches that is applied in research projects: inductive and deductive.
Inductive approach is used for the data collation to explore a phenomenon with the observations.
Through which patterns are identified and finally themes are developed and conceptual
framework is created. In this known premise are used to generate untested conclusions. In the
deductive approach the data so collected is used to evaluate the hypothesis related with the topic
of the research.
To analysis the impact of digital marketing on consumer behaviour inductive research
approach have been selected by the researcher which helped in determination of the underlying
patterns of the consumer behaviours through exploring the observation. The patterns are used to
develop themes which present the relation between consumer buying behaviours with changing
technology of digital marketing (Bell, Bryman and Harley, 2018). The rationale behind selecting
this approach is that it helps in generation of the theory and building significant outcomes for the
research project. With the inductive approach the researcher collected data from the primary and
secondary methods and then evaluated the same to generate results which have never been tested
or researched upon.
Research Philosophy
Research philosophy can be defined as the source, nature and development of knowledge.
This defines the ways and manner through which data should be collected, analysed and used in
the research project. For conducting a research project there are mainly two types of philosophies
available, interpretivism and positivism (Alvesson and Sköldberg, 2017). Under the
interpretivism method qualitative investigation of the data and information so collected is done.
In this philosophy data and information from a smaller group is taken and in-depth analysis is
16

done to reach the outcomes of the study and is generally used for the qualitative research design.
The positivism methods are highly structures and based on the larger data collected. This method
is used for the qualitative research type for evaluations of the facts and figures collected having
relevancy to the topic of the study. For the present study interpretivism philosophy have been
used as the research design is qualitative one.
The reason for choosing this philosophy for the present research is that it is associated
with the philosophical position of idealism under which the views are either rejects or accepted.
With this strong link between consumer behaviours and digital marketing is established with
developments of its understating and predicting the weaknesses (Bryman, 2016). This
philosophy helped the researcher in development of quality in context of time, culture and value
on the consumer behaviour which can be changed with online marketing and advertisements.
With this desired information is gathered such as what people think and do, what are problems
they are facing with and how they deal the same regarding the Impact digital marketing is having
on their buying habits and behaviours.
Data collection
Data collection for a research project can be defined as the gathering of the information,
facts and figures related with the research topic. This is crucial part of the study as the outcomes
of the project highly depends on it. With deciding the research design the data collection
methods are selected by the researcher, as through this method the information significant with
topic of the study is collected. There are two types of methods of data collection, primary and
secondary. In the primary method data and information which have been collected are fresh one
which have never been collected (Palinkas and et.al., 2015). The methods which falls under this
is: surveys, questionnaires, observations etc. In this method fresh data for the first-time data is
collected and same is evaluated and interpreted for the research project. Secondary method is the
one in which already collected and established facts, figures, information is referred and relevant
data is extracted for the research and same is used.
For the present research data is collected from both primary and secondary source. In the
former one 30 respondents have been chosen from which information is gathered regarding the
changes in their purchasing patterns and behaviours which they have seen as an impact of the
digital marketing. All the respondents are the consumers of Nike. Primary data have been
gatherer through survey and questionnaire (Taylor, Bogdan and DeVault, 2015). For the
17

secondary data collection method books from the authors, scholarly articles and journals have
been referred which presented the views and information related with the digital marketing,
consumer behaviour and is impact of purchasing habits of the shoppers on business.
Sampling
Sampling method for research project can be defined as a measure through which the
respondents are selected for the conducting the primary research. This is bifurcated into two
parts probabilistic and non-probabilistic. For the present report sample random sampling method
has been chosen, as this has a probability of selecting respondents as consumers of the Nike on
random on basis. In this no fixed pattern have been deceided for selection of the consumers. The
randomly selected buyers have been surveyed upon in the context of buying behaviour and effect
digital marketing (Mackey and Gass 2015). For analysis the effect digital marketing on the
buying pattern and behaviours of the consumers, 30 customers of Nike were randomly selected
for carrying out the survey. For the same open and closed ended questionnaires were prepared on
which response of consumers were recorded. The questionnaire has been presented to same 30
respondent who were surveyed and also consumers of Nike. The reason behind selecting these
methods of primary data collection have been incorporated to evaluate the perceptions and mind
set of the people behind digital marketing and its impact on their purchasing patterns and
behaviours with changes in time.
Data analysis
Data analysis is a process of examining and investigating the data along with
transforming and moulding the same into significant results and outcomes with respects to the
goals and objective of the study. Under this data is analysed to extract final results from the data
collected though primary method. This is useful for the research projects as with this useful
information is discovered, which assist in reaching an informed decision to supports the future
decision making. The data analysis can be carried out with thematic approach or through
quantitative tools. The data collected through primary methods that is survey and questionnaires
have been analysed through thematic analysis (Smith, 2015). The rationale behind choosing this
for evaluation of the information so gathered has been to enable the researcher in developing an
appreciation for of the impact digital marketing have on the buying behaviour of the consumers.
With thematic analysis broad patters have been determined which allowed in conducting more
granular research and investigation.
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The process of the data analysis has been carried out for this research project as
collection of data, identification and formation of themes and analysing the same. The process
has been followed in this research as data have collected through both primary and secondary
methods and for relevant themes have been identified for the surveys and questionnaires. With
this information is analyses to reach significant conclusion and data to assist the decision
making. The reason behind selection of this approach of data analysis is that thematic analysis is
best for qualitative research and this study is qualitative as well.
Ethical considerations
Ethical consideration can be defined as the most essential part of research projects and
missing this part can result in failure of the study. This defines the ethical and moral perceptive
of the researcher while preparation of the dissertation. This means that all data collected are true,
real and no fake information is been taken for carrying out the research. The same have been
taken care in this research project as well. All ethical and moral compliance are duly complied
with by the researcher while carrying out the study. No research participants have been harmed
in any manners and they are duly informed about the reason for taking information and its use in
the study. The dignity and privacy of all the respondents have been duly taken care with given
priority and have been kept confidential. Prior approval from all the 30 respondents have been
taken (Bell, Bryman and Harley,2018). The facts have been taken care of that the deception
about the aims and objectives is not made and no misleading information have made about the
research project to anyone. The primary data for this study has been collected from real
respondent who were consumers of the Nike and selected on real basis. No data presented in the
questioner is fake or false and all are true to their facts. Along with this, misleading information
as well as representation of preliminary data finding in a biased way have been fully avoided. In
the research project the highest level of objectivity in discussion and analysis have been
maintained throughout the study. With adhering to all morals and ethical requirements this is
also taken in to account that no offensive, discriminatory or unacceptable languages used in the
questionnaires and while conducting survey as well. All ethical aspects while preparation of
research have been duly accounted with.
Reliability and validity
Reliability for research projects means to make sense and recognize patterns among the
words in order to build up meaningful picture without compromising its richness and
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dimensionality. In the qualitative research, its mains aim is to seek answers for the questions of
how, when, where, who and why, with a perspective of building up theory to investigate the
impact on the buying behaviour of the consumers with increasing trend of digital marketing.
Reliability in qualitative studies is related with being thorough, careful and honest in carrying out
the research. This includes establishment of rapport with respondents and selection of correct
words and building up power relation between the respondents and researcher. All factor has
been considered regarding the reliability of the research project.
The validity in the qualitative research project can be defined as research bias, reactivity
and respondent bias. For the present Research biased refers to any kind of negative influence on
the knowledge of researcher, assumptions or on the study (Holloway and Galvin, 2016). The
reactivity refers to possible influence on the researcher himself/herself and on the people under
study. The respondent bias is a situation where the person from whom questions is asked do not
provide honest responses to the researcher for any reason which might include their perception
on given topic as they do find it worth discussing or undesirability in giving responses. All the
three factors of the validity have been completely taken care off as no influences have changed
or influenced the perception of the researcher. The respondents are selected with utter care and
after taking into their consent and interest in survey and filling the questionnaires.
Research limitations
Research limitation is a normal and it is a common phenomenon for every research
project. It is critically important that these limitations are minimized to a range and scope
throughout the research process. For carrying out the present research report of identification of
the impact of digital marketing on the behaviour of the consumer all the shortcoming are
acknowledged and identified rather than just living them for after words. For the researcher
limitation in preparing this dissertation was time as limited time frame was provided to complete
this dissertation. The topic of the research is too vast and deep and detailed investigation could
have been carried out to dig in for better outcomes. Moreover, with more time the number of
respondents might have been increased to 50-70 and detailed analysis would be carried out.
Along with this in the present research project thematic presentation of the data and information
is done, would the research have allowed more time one or more qualitative tools could have
been applied for making the research more veritable and certain.
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Another limitation that have been encountered while making and completion of this
research project is lack of previous studies in the same subject matters that is analysis the impact
of digital marketing on consumer behaviour. Precisely there were many studies on this topic but
the data and information were not so reliable as most of the previous research do not show
authenticity, reliability and validity of the information so presented. Hence, same have not been
accounted in this research project and data presented by reliable authors have only been
incorporated in the study along with the primary data so collected by the researcher.
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CHAPTER 4: DATA ANALYSIS
Data analysis:
Data analysis means to interpret the data collected through the primary sources of the
data collection method. For the qualitative research type thematic form of data analysis is used.
In this research information gathered is presented in the form of different themes and then
interpretation of the same is carried out in context of identification of impact of digital marketing
of consumer behaviour. This method of analysing the data assist in the uncovering deeper and
transferable knowledge about the changes in the buying pattern of the consumers with increase in
the use of different aspects of digital marketing.
Theme 1: Driving the desire of a consumer to buy a product to great extent after watching
promotion of product through digital marketing/ various online platform.
Particular Responses
% of
Response
To some extent (Yes) 7 23.33%
To moderate level (Desire to put it in future) 12 40.00%
To great extent (End up in buying that product) 9 30.00%
Not at all (Do not have a desire to buy) 2 6.67%
Total 30 100.00%
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Interpretation: The above graph shows that how the extent to which the desire of the
consumers is driven for buying up the products of Nike after they watch the promotions of goods
on different digital marketing platforms. 12 respondents agreed that-they get attracted by the
advertisements and digital marketing which constitute 40 % of the sample population they desire
to the buy the products in future not immediately. The respondents who end up in buying the
products number to 9 which is 30% of the sample population. This means the number are who
have a desire to buy the product on future date and who immediately but product is 3. 7 out of 30
respondents stated that they desire to get the product but do not have a specific mind set to buy it
in future nor do they end up in buying the product.
Only 2 persons in the sample population agreed to the fact that they do not develop any
willingness to have the product in present of future and they are neutral to the promotion they see
on online Platform. This means that most of the promotion after watch the online promotion
through various digital level develop a moderate level to desire to buy the products of Nike in
future which is followed by the number of people who definitely end up in buying the products.
Theme 2: Consumers Attraction through Social media advertisement to buy the products
displayed by Nike.
Particular Responses
% of
Response
Yes 20 66.67%
No 10 33.33%
Total 30 100.00%
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Interpretation: This graphical representation depicts that how social media
advertisement attracts the consumers of Nike by the advertisement and displaying the products of
Nike. 66.67% of the people from the sample population stated that yes, they get attracted by the
advertisement and 33.33% of the consumers do not have any significant influence from the
social media advertisements. Out of 30, 20 of the respondents stated that promotion of the
products by Nike on social media sites draw their attention and 10 of them stated that their
attention is not at all pulled through such digital marketing technique. This can be seen from the
above table that more than half of the population is in favour that of the online marketing and
consider it a strong platform to attract the attention of the consumers towards the products of the
Nike. Though 10 of the respondents do not have any link with the advertisement. 2/3 of the
people on which study is carried out have direct link with the promotions as it significantly
attracts the attention of the consumers of Nike.
Theme 3: The extent to which consumer urge to buy products of Nike displayed through
Social media advertisement.
Particular Responses
% of
Response
Wish to buy is in future 8 26.67%
Moderate 5 16.67%
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High 10 33.33%
Immediately wants to purchase that products 7 23.33%
Total 30 100.00%
Interpretation: The primary data investigation related with definite the impact of digital
marketing on consumer behaviour depict the urge of the consumers of Nike to buy its products
through advertisements placed on the social media. The major reposes were received as 10 of the
consumers out of total of 30 respondent that they have a higher urge to buy the products that see
on the social media sites. 8 stated that they wish to buy the product in future and 7 responded that
they have an immediate urge to buy the products of Nike. The remaining 5 of the consumers
replied as their desires are moderate for purchasing the goods of Nike.
It can be interpreted from the above graph the social media advertisement has enhanced
urge of the consumers buy the products they see on various platform of social media. Either they
have immediate or higher desire to purchase the goods instead only a small number of people
stated that they have moderate level of desire to buy the goods. The fact can be linked with the
views presented in literature review that with increase in the use of digital marketing techniques
the needs and wants of the consumers are getting higher to exceptional levels (Valaei and et.al.,
2016).
Theme 4: The overviews provided by the consumers over advertisement thruogh social
media about the products of the Nike.
Particular Responses % of
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Response
Yes 20 66.67%
To some extent 7 23.33%
No 3 10.00%
Do not give relevant information 0 0.00%
Total 30 100.00%
Interpretation: The data interpretation of the above table defines that the information
and the overview of the products that is being given by the advertisements and promotions
placed by Nike on the social media platform. 66.67% of the consumers have a perspective the
Ads depict substantial level of data about the goods and services. The same assist the buyers
making an informed decision about whether to but such commodity or not. The fact is seen from
the table about that no one feels ss that the advertisements do not provide relevant information.
This revels the mind-set of the people about the promotional techniques of digital marketing as
significant facts pertaining to the product are presented through Ads which are relied by the
shoppers as well.
Fewer number of customers thinks that the statistics provided through digital marketing
presents the details of the product to some extent and even leaser that is only 3 persons believed
that the ads do not have any relation with the description of the goods of the Nike. The figures
establish the facts which have adequacy level with the view presented in the LR as 20 shoppers
26

of the Nike agreed to the fact that the digital marketing have effected their buying behaviour
which means they rely on the information given in the product promotion and consider that it
gives a brief introduction of the goods (Liu and Park, 2015).
Theme 5: Changes in the purchasing habits with improved means of promotions through
digital technology
Particular Responses
% of
Response
Low 5 16.67%
Moderates 13 43.33%
High 9 30.00%
No effect 3 10.00%
Total 30 100.00%
Interpretation: Tabular presentation of the figures pertaining to changes that have
experienced by the buyer with enhanced means of advertisements and promotion through various
digital marketing techniques. Facts have been found out that 43.33% of the consumers have a
belief that their purchasing habit have changed moderately with effective digital marketing of the
products by the company. 13 of the shoppers of Nike have agreed that with effective digital
marketing of the products they get all the information about the commodity online. Moreover,
27

they do not feel the need to surf the internet as most of the facts are presented in the promotions
through varies means online marketing. 30% of the customers possess the thought that theirs
buying habits and behaviour have change to greater extent and digital marketing have higher
level of impacts on the purchasing pattern.
16.67% of the people have a perception that lower level of change has been experienced
by them in the habits of the shopping pattern and 10% of the shopper are of the view that no
effect of online marketing is there on the way they shop the goods and product. This is directly
attracting the facts presented in the literature review as the online marketing have changed the
way people used to buy products with change in the practices and channels promotion (Nguyen,
de Leeuw and Dullaert, 2018).
Theme 6: Relevance of the advertisement about the products in context of how well
informed are they and providing sufficient information.
Particular Responses
% of
Response
Not really 4 13.33%
Yes 8 26.67%
To a certain extent 11 36.67%
To a great extent 7 23.33%
Total 30 100.00%
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Interpretation: Articulation is presented pertaining advertisement through digital
marketing sources regarding its significance on products information and do they provide
sufficient information. 11 consumers have a view that the promotional ads have relevance with
the product and leaves a consumer with essential information about the commodity to certain
extent. 8 of the shoppers have a mind-set that advertisements are well informed and give most of
the information and facts about the product though digital marketing. They have strong belief on
the product substances presented thought digital marketing. This can be linked to the literature
review point that consumer do not go to physical shop to get the information about the products
rather they rely on the online advertisements for getting the details of the goods (Wiese, Zielke
and Toporowski, 2015).
This perception of the consumers has direct link with their buying behaviour and pattern
as most of the consumers are getting attracted towards digital marketing. 7 customers have
viewpoint as they highly depend on the advertisement for getting the significant details about the
commodity. The link is established in this question as they have a belief that though online
marketing they get significant information about the product and they need not to step outside for
gathering the details of commodity rather they are informed thoroughly by various sources of
digital marketing be it social media site of e-mail marketing. Only 4 people thinks that the
through digital marketing they cannot relate any relevancy about the product.
Theme 7: The trust on the content provided through internet marketing.
Particular Responses
% of
Response
0-25% 8 26.67%
26-50% 6 20.00%
51-75% 14 46.67%
76%/100% 2 6.67%
Total 30 100.00%
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Interpretation: This is an interpretation of the trust and the belief of the consumers over
the content and data portrayed by the online marketing tools. The level of the trust is presented in
the percentage from as in which range the trust factors of the consumer lies. 46.47% of the
consumer have a trust in the range of 51-75% in the ads and information they are given to them
through the digital marketing media. The table depicts the fact that 14 people believe the content
and information given to them through social media, online advertisements or other means of
digital marketing (Chen and et.al., 2016). This means that higher level of the consumers has trust
in the data and statistic presented to a high level.
This can be proved with the fact that only 2 consumers believe that they can rely on the
information with a surety of more than 75%. 20% of the shoppers have a moderated level of
belongingness with the content of commodity as they have a percentage belief between 26-50%.
Moreover, 8 of the buyers do not think that the advertisement has a certainty level with the
details of the products and its significance. This mean with the improved and enhances use of the
digital marketing perception of people is changing to the good and this in turn have direct impact
on their behaviour in context of buying patterns.
Theme 8: The extent to which product awareness have increased through marketing on
social media sites.
Particular Responses
% of
Response
30

Limited level 7 23.33%
Moderate level 6 20.00%
To a great extent 12 40.00%
Do not crate any awareness 5 16.67%
Total 30 100.00%
Interpretation: With the tabular and graphical representation of the facts and figures
related with the enhancement about the product awareness through social media marketing it can
be articulated that 40% of the respondents who are the consumers of Nike have given responses
in positive side of the point. That is there is a direct link between the digital marketing of the
foods and enhancement on the product awareness among the consumers. There is a significant
level of increment about the commodities, its information, usages, updating and newly launched
products. 23.33% of the consumers have a view that awareness is crested to a limited level only
and 20% thinks that their knowledge gets enhance to the moderate level.
\ The facts can be articulated with the reference to the literature review as the with
increased and advance use of digital marketing the companies are making great efforts to
develop the awareness among the consumers about their products and services (Melis, K and
et.al., 2015). The same is yielding the organization positive results as most of the buyers have
agreed to the fact that with online marketing and advertisements that knowledge about the goods
bad services have increased to immense level. Only 5 of the respondents have given answers that
31

they do not thing the digital marketing is an effective source of creation of product awareness
and they abide by the same fact.
Theme 9: The level of Influences on the increased inclination of online shopping with on
time delivery of the products:
Particular Responses
% of
Response
To a great extent 17 56.67%
Some what 10 33.33%
Do not get really influence by his factor 2 6.67%
Neutral 1 3.33%
Total 30 100.00%
Interpretation: The influence of the factor “on time delivery” of the products on online
shopping pattern of the consumers is being interpreted in the above graph and tables. The best
reposes is received for the alternative of “to great extend” and 17 consumers out of 30 stated that
with getting timely delivery of the product they order digitally have directly influences the way
they shop and make future plans for shopping. The facts are defined in the Literature review as
well that with getting positive responses of the digital marketing the buying pattern and
32

behaviour of the consumers gets changes effectively (Beneke and et.al., 2016). Their inclination
gets towards that online shopping rather than going to physical shops. 10 of the respondents
shared their views as their buying behaviour have gotten assistance to some extent with on time
delivery of the products. 1 consumers was neutral to the fact that weather delivery made on time
or not, nothing effects the purchasing pattern and 32 stated that they their behaviour do not get
really influenced with this factor.
This reflects that different elements and assisting parts of the digital marketing also have
significant influence on the buying behaviour and pattern of the consumers. The on-time delivery
is a factor of digital marketing that influences the consumers to buy products through online or
offline modes. With getting the goods delivered on stipulated time does have significant
affiliation with encouraging the changes in the buying pattern of the consumers as they are more
declined towards the products that provide such services which is reflected through various
modes of digital promotion of goods and services.
Theme 10: Facilitation of comparison provided by digital Marketing for product of Nike
with goods of other companies.
Particular Responses
% of
Response
YES 25 83.33%
NO 5 16.67%
Total 30 100.00%
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Interpretation: Interpretation is presented facts and figures related with facilitation
provided by digital marketing for carrying out the comparison of Nike's products with goods of
other brands. The results are very clear for this fact, as amongst all the consumers of Nike,
83.33% of the buyers which reflects 25 of the respondents are in the favour of the point that with
digital marketing they are empowered to compare the similar products of different brands at
same place with lesser time and makes theirs choice simpler yet effective. Only 5 of the
respondents were not in favour of this fact that do not get any assistance with digital marketing
as they do not feel that this marketing technology suffice the requirement of carrying out
comparison between similar products of two different brands. With this belief of the consumers
a direct relation between the consumer behaviour and digital marketing have been established as
both move in same direction with exaggerated and enhanced use of digital technologies
(Bhattacharyya and Bose, 2017). Consumers are provided with various aids, one of them is to
differentiate among various products of similar kind pertaining to difference brands. In order to
make informed decision about which one they want to buy and more precisely on which
ingredient they want to make purchasing decision.
Theme 11: Change in behaviours of consumers towards physical stores to purchases goods
of Nike in a period on 6 months due to digital marketing.
Particular Responses
% of
Response
Do not go to store ever 6 20.00%
34

Less then 2 times 5 16.67%
More than 2 times 10 33.33%
Purchase from store only 9 30.00%
Total 30 100.00%
Interpretation: The above representation in graphical and tabular form are related with
changes in the behaviour of the customers in past 6 months towards the physical stores for
purchasing the products of Nike, with increased use of digital marketing and promotions of
goods. With digitization and promotions of the goods and products on different online platforms
and with use of internet the younger generation have been seen getting more inclined towards
shopping online rather than going to physical stores. The fact is clearly stated in the literature
review of the study (Amaro and Duarte, 2015). With this is perception have changed and same is
presented in this theme as 10 costumers visited the Nike store more than two times in a period of
6 months. 9 of the Nike shoppers do not shop online as they prefer to shop from the physical
store only. There is a difference of only 3.33% in the number of people going to store more than
2 times in store and customer visiting the shops only. With change in preferences and buying
behaviours 6 people out of 30 do not go to shops ever to but goods and products of Nike rather
they but online only. The number of consumers who visits the store less than 2 time in a period
of 6 months is 5. This clearly represent the fact that digital marketing has grater influences on the
consumers behaviours but the impact on the way they shop.
35

Theme 12: Level of Significance related with information provided by promotional ads on
social media about the latest trends of the product of Nike.
Particular Responses
% of
Response
Significant 21 70.00%
Moderate 7 23.33%
Low 2 6.67%
Not at all 0 0.00%
Total 30 100.00%
Interpretation: The graphical represented articulates significance level of information
pertaining to the latest trends of the about the products of Nike presented by digital marketing.
70% of consumers of Nike have full consent with the fact that with digital marketing they get to
know about the latest trends which have a straight forward effect on their buying behaviour. This
means with a new launch of the product most of the people gets attract and many of them ended
up in buying the products as stated in the above part of the data analysis section. Rest of the 30%
of the consumers who were includes in survey reflects different views points for this section as
23.33% of them have relevant to moderate level and 6.67% of buyers thinks that digital
marketing does not provide any information relevant with the latest trends of the Nike's product.
36

The defines the fact that with digitization marketing practise have also changed and with this
change means of product promotion direct impact have been seen on the consumers on their
buying patterns and decision making process and the way they get access to the products.
37

CHAPTER 4: CONCLUSION
From the above dissertation it can be concluded that digital marketing has a direct and
immense level of impact of the consumer behaviour. Digital marketing is one of the highly used
promotional measures through which products are advertised on different digital channels from
which highly used are mobile application, social media sites and email marketing. With using
these measure of publicity Nike tries to persuade the viewers and consumers to buy the goods.
Effects are in seen to attract the present and prospective consumers through use of digital
marketing. Digital platform for promoting the products have becomes the epitome of
advertisement and marketing. In past few years the trends have been changed and more
inclination is given to attract the consumers through various platforms of the digital marketing.
The consumers behaviours have also been changed as they are presented with same or
similar products of different brand by various sellers at distinct prices. The shoppers is made
eligible to compare the available choices and make decision accordingly. In past century the
marketing industry around the globe have seen a major shift from reducing the use of old school
promotion tools to enhancement in the usage of digital technology in advertising the goods and
services by each and every player in the business and commerce. The facts have been presented
in the report that the focus of the consumers have shifted to online shopping with uses of internet
and increased promotion and advertisement by digital marketing measures. For the preparation
of the present research project descriptive design have been selected to present the different
views of the consumers over the effect they have experienced in the buying behaviour as an
impact of digital technology. Qualitative design has been used to identify the effect of
digitization in the marketing field over the consumers and their buying patterns and experiences.
For collection of the data both primary and secondary methods have been used which
assisted in ascertaining the effective views of the consumers as well as the marketer researcher
and experts about the recent changes, trends in digital-marketing and their effect on the shoppers.
In the primary method questionnaires were filled by 30 consumers of the Nike. Data analysis
have been carried out by presenting the findings of the questionnaires in thematic presentation
and drawing the outcome in graphical from to interpret he data so collected. This has been done
for identifying the trends, views, thoughts, mindset and perception of the consumers on their
buying practices and experiences. While carrying out the research all ethical concepts and facts
have duly been taken into account to establish the realness and effectiveness of the research
38

project as completed with complying all moral and ethical obligation as a person and researcher
as well.
This have been identified that with watching the promotion of the products through
digital marketing measures the consumer's desires are driven to buy the products in the near
future and some of customers end up in buying the goods. A major mass of the consumers gets
attracted from the advertisements displayed on the social media site for buying the products of
Nike. People can relate themselves directly with the advertisements and promotions on various
social media platform. With the attraction and desire the urge and need to possess the product
have also been assessed with the viewpoint of the customers and the results came out as the urge
of maximum number of the shopper is high in context of owning the product displayed to them
through digital marketing. With this the most of the buyers also agreed to the fact that though the
promotion on various platform of digitisation presents a brief overview of the goods and
commodities to them.
The buying habits of the consumers have as changed with enhanced means of the
promotions and advertisements by use of digital technology as it changed the way they used to
buy the products before. The buyers have agreed to the fact that the digital promotional
advertisements are well informed and provide them with significant information about the
products which means that as potential buyer of the commodity they develop a desire to buy that
in the future. The customer has perception and belief that the content and information that has
been presented to them through digital marketing is true to its facts and they fully trust the same.
60-70% of the content is being trusted by the shoppers about the products given in the
advertisements. The advertisements on social media have created awareness about the goods and
commodities among the customers and the same fact has been established with evidences by the
consumers as that have sheared their views on the same in the questionnaires.
The buyers of the products have significant agreement to the fact that with on-time
delivery of the goods to them have assisted in driving the influences towards online shopping.
The promotional ads of the goods through digital marketing made the customs eligible in
carrying out the comparison of similar goods offered by different brands at distinct prices and the
same assist them in making an informed decision about which one they want to purchase. The
digitisation of the marketing techniques and measures have changed the perception of the
consumers towards the information, awareness’s and trends about the products but still they
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prefer to shop from the physical stores. Along with this, view of the consumers over digital
marketing and it effect on their shopping behaviours have established the fact that with this type
of advertisements they get to know about the latest trends and fashions which enhance their
knowledge about the product as well as the markets and help them to choose from the best
available option. With this it can be articulated that the buyers have been attracted and influenced
by the various means of digital marketing and same have affected their buying behaviours as
before making a purchasing decision they get themselves well informed about the good and
latest trends and carry out the comparison of all available options in the market place and then
finally make a decision about which product to buy.
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CHAPTER 5: RECOMMENDATION
In this section certain recommendation have been presented related with the issues and
problems identified while carrying out the research project. Advise is presented in the form of
options that can be exercised by Nike which is a leading organisation that implies use of digital
marketing for promoting its goods through various platforms of digital technology at different
online level.
 Customer relationship management To enhances the consumer experiences through
digital marketing the focus of the organisation must be kept on solving the problems and
issues faced by the consumers as soon as possible. This will definitely influence the
buyer to purchase the product online with a good experience. The reviews are shared on
the online shopping applications as well on the official site of the Nike which indirectly
promote the after sales services of the company. Hence, influence the buying behaviour
of the shoppers as good products and services will gradually attract the attention of the
buyers with digital marketing.
 Provides more platforms to access the products with its details and uses: The facts
have been seen that promotion marketing have shifted its way to digitisation and old
schools’ techniques are less practised. Nike is recommended to advertise and promote its
product at each and every online platform be is social media sites, e-mails, browsers of
any other level of internet access. The online bill broads are another effective measure to
make people aware about the latest trends and goods launched by Nike and this will
direct effect their will and develop a desire in them to buy the products.
 Shifting the focus on online shopping: This has been seen in the data analysis section
that still most of the people prefer to but the products from physical stores rather than
giving preference to online shopping. Nike is advising to enhance the consumer
experience with on time delivery of the product at the best rates from its competitors.
Along with this the shift in the consumer preference can be changed with providing the
after sales services to their places which is one of the services received when goods are
purchased from stores. This will help the consumers in enhancing buying experiences of
the buyers to shop online.
 Influence the cultural factors of the products: Each and every person have direct link
with his/her culture, Nike can use this in the factor of its business the company can use
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the cultural values and norms in the digital marketing measures a that will attract the
consumers and have direct impact on their perceptions. The mindset of the people have a
different view for cultural values which same can be used by Nike in order to influences
the buyer's orientation and perception towards the products of Nike and attracts them buy
its products in more quantity.
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QUESTIONNAIRE
1. Does your desire is driven to buy a product after watching promotion of product
through digital marketing/ various online platform?
A. To some extent (Yes)
B. To moderate level (Desire to put it in future)
C. To great extent (End up in buying that product)
D. Not at all (Do not have a desire to buy)
2. Does Social media advertisement by Nike attracts you to buy the products displayed?
A. Yes
B. NO
3. If yes, to what extent you urge to buy that product:
A. Wish to buy is in future
B. Moderate
C. High
D. Immediately wants to purchase that products
4. Does the advertisement of social media provides overview of the products of the Nike?
A. Yes
B. To some extent
C. No
D. Do not give relevant information
5. To what extent your purchasing habits have changes with improved means of
promotions through digital technology?
A. Low
B. Moderates
C. High
D. No effect
6. Are the advertisement on products well informed and do they provide sufficient
information
A. Not really
B. Yes
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C To a certain extent
D. To a great extent
7. Trust on the information provided through internet marketing only?
A. 0-25%
B. 26-50%
C. 51-75%
D. 76%/100%
8. To what extent marketing on social media sites increases product awareness:
A. Limited level
B. Moderate level
C. To a great extent
D. Do not crate any awareness
9. How on time delivery of the products influences Your patronage of online shopping?
A. To a great extent
B. Some what
C. Do not get really influence by his factor
D. Neutral
10. Do the digital Marketing facilitates the comparison of the product and relevant
information of Nike with goods of other companies?
A. YES
B. NO
11. How your behaviours have changes towards physical stores of Nike in a period on 6
months to purchases goods due to digital marketing ?
A. Do not go to store ever
B. Less then 2 times
C. More than 2 times
D. Purchase from store only, ….........(How many times)
12. Do the promotional ads on social media gives you information about the latest trends of
the product of Nike?
A. Significant
B. Moderate
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C. Low
D. Not at all
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