Research Methods for Business: Tesco Digital Marketing Impact

This report investigates the impact of digital marketing on consumer buying behavior, specifically focusing on Tesco, a global retail giant. The study begins with an introduction to the research problem, highlighting the increasing importance of digital media in influencing consumer decisions and the challenges faced by retailers like Tesco in adapting to changing consumer preferences. The research aims to analyze the impact of digital marketing on consumer buying behavior, with specific objectives to explore the conceptual understanding of digital media marketing and consumer buying behavior, identify the impact of digital media marketing on Tesco, and recommend strategies for applying digital media marketing to influence consumer buying behavior. The organizational structure outlines the key chapters, including an introduction, literature review, research methodology, data analysis, findings, and conclusion. The literature review explores the conceptual understanding of digital media marketing and consumer buying behavior, discusses the impact of digital media marketing on consumer buying behavior, and recommends strategies for applying digital media marketing. The research methodology outlines the type of investigation, data collection methods, sampling methods, and ethical considerations. The report concludes with a discussion of research limitations and a timetable for the study.

Running head: RESEARCH METHODS FOR BUSINESS AND MANAGEMENT
Impact of digital marketing on consumer buying behavior: A case study of Tesco, UK

RESEARCH METHODS FOR BUSINESS AND MANAGEMENT 2
Table of Contents
Introduction.................................................................................................................................................3
Research problem....................................................................................................................................3
Company background..............................................................................................................................3
Project Scope...........................................................................................................................................3
Research aim and objectives....................................................................................................................4
Research questions..................................................................................................................................4
The organizational structure of the study.................................................................................................5
Literature review.........................................................................................................................................5
Research design and methodology..............................................................................................................9
Type of investigation...............................................................................................................................9
Data collection method............................................................................................................................9
Sampling method...................................................................................................................................10
Accessibility issues................................................................................................................................10
Ethical issues.........................................................................................................................................11
Data analysis plan..................................................................................................................................11
Research limitation................................................................................................................................11
Timetable...............................................................................................................................................12
References.................................................................................................................................................13

RESEARCH METHODS FOR BUSINESS AND MANAGEMENT 3
Introduction
Research problem
Digital media is highly practiced in existing scenarios through firms in terms of persuading
customers. The high practice of digital media marketing could be expensive for corporation
because there is requirement for spending huge amount related to endorsing the products in front
of a larger volume of consumers. The new consumers access several modes before buying any
products. In the retail industry, Tesco faces several marketing concerns like the declining
demand of customers, as well as, shifting customers with respect to another brand. It is found
that bulks of the customer were moving towards other corporation because of practicing different
digital mode before creating buying judgment. On proposed project, it was found that this
concern was not only unique to Tesco supermarket but also, it was considered as industry-wide
disputes (Elms, De Kervenoael, and Hallsworth, 2016).
Company background
Tesco plc is recognized as global retailers that deal in about 5700 stores with 14 countries. There
are also approximate 51000 employees who are employed within an organization. In addition,
the head office of Tesco is located in UK. This company was established since long era. In
existing times, Tesco plc is a leading private sector that has hired over 295,000 workforces in
UK. Moreover, Tesco is contributed towards effective work at the time of climate changes as it
focuses on creating a favorable association with customers for longer time (Tesco, 2019).
Project Scope
This project would be beneficial for Tesco Company to increase theoretical understanding of the
impact of digital marketing on consumer buying behavior. In an electronic commerce company,
this project is imperative as it assists in comprehending conceptual knowledge with respect to

RESEARCH METHODS FOR BUSINESS AND MANAGEMENT 4
brand image, social media marketing, and digital era. Investigators and readers could gain depth
understanding and also improve their awareness with respect to the effect of social media
marketing on brand’s goodwill by using this project. Amazon electronic commerce company
could also attain knowledge in the context of various marketing strategies of social media which
can enhance their company’s goodwill in the mind of customers (Wrigley, et. al., 2019).
Research aim and objectives
The aim for this research is to analyze impact of digital marketing on consumer buying behavior
in case of Tesco, UK. Following objectives would be applied for accomplishing main aim of this
research:
RO1: To explore the conceptual knowledge regarding digital media marketing and consumer
buying behavior
RO2: To identify impact of digital media marketing on consumer buying behavior: A case study
of Tesco, UK
RO3: To recommend strategies for applying digital media marketing in persuading the consumer
buying behavior: A case study of Tesco, UK.
Research questions
RQ1: What are conceptual understanding of digital media marketing and consumer buying
behavior?
RQ2: How digital media marketing has an impact on consumer buying behavior in the context of
Tesco, UK?
RQ3: Which digital media marketing strategies can impact on consumer buying behavior in the
context of Tesco, UK?
The organizational structure of the study

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The organizational structure of investigation is significant for attaining the investigation in a
methodological way. This investigation would involve different chapters like introduction,
literature review, research methodology, data analysis, findings with discussions, and conclusion
and recommendations. The initial chapter would depict introduction part as well as, contains
research background, aim with objectives, research questions together with scope for the project
(Majid, et. al., 2017).
The second chapter would be literature review that depicts the opinions of several authors by
practicing secondary sources. These sources journal articles, textbooks, academic publications,
as well as, online websites. The research methodology would be a third chapter that defines the
modes of conducting the research by using some steps. These are a selection of the type of
research, data collection methods, data analysis method, accessibility issue, research limitation
and ethical consideration (Hall, Towers, and Shaw, 2017).
Data analysis and finding will be the fourth chapter of investigation, which will exhibit
accumulated information by using various graphs and charts and along with this, the literature
review is used to support the pooled data. Conclusion and recommendation will be last chapter of
dissertation and under this, as per the findings, the whole study would be concluded by the
research scholar. Further, the precise solution would be recommended by the researcher in order
to conduct a further investigation (Willems, et. al., 2017).
Literature review
RO1: To explore the conceptual understanding regarding digital media marketing and
consumer buying behavior
Petit Velasco and Spence (2019) stated that digital media is termed as the technology of
computer that enables the research scholar to share their opinion, perception on certain issue and

RESEARCH METHODS FOR BUSINESS AND MANAGEMENT 6
researcher could also share individual’s personal data among a large number of customers. It is
also analyzed that digital media also leads the researcher to directly converse with the clients and
customers as well as the researcher could also distribute their innovative ideas for
comprehending knowledge towards goods and services. Hotel Park Hyatt Sydney, Australia uses
different types of tools related to digital media that are named as SEO, email marketing, SEM,
Ad words and social media.
In contrast to this, Ibrahim Wang and Bourne (2017) evaluated that purchasing behavior of
customers is referred as the decision, attitude, purposes, and preferences which are made by
customers in the marketplace prior to purchase good or service of the organization. Further, it is
also examined that during the evaluation of customer purchasing behavior different factors
should be emphasized that are named as anthropology, psychology, and sociology. In the
customer buying procedure, certain steps should be followed which data are addressing, post
purchasing and buying services, issues detection, and data evaluation.
A critical review of relevant theories/models
According to Melis et. al., (2015), there is certain theories, which support to assess impact of
digital media marketing on consumer buying behavior. In addition, social cognitive theory
demonstrated that consumer behavior is a vibrant that can be persuaded through shared
communication and personal personality as well as, appearance. It is discussed that social
environmental components evaluate aim of consumers in context of buying products as well as,
services.
In contrast to this, Istanbulluoglu (2017) evaluated that the Howard Seth model is renowned
model related to buying behavior of consumer. Moreover, this model can be practiced for
evaluating the concept to stimulate the responses as well as, assesses the first choice of consumer

RESEARCH METHODS FOR BUSINESS AND MANAGEMENT 7
behavior in specific time duration. This model involves different components such as exogenous,
output variable, input variable, and hypothetical as well as, constructs variables.
RO2: To address the impact of digital media marketing on consumer buying behavior: A
case study of Tesco, UK
As per view of Donnelly (2015), the company focuses on some amount of person who has a high
extent of reliability in particular trades because it can naturally influence the consumer buying
decision. In addition, customers access digital media channels to create a purchasing decision on
a regular basis. Therefore, it can be evaluated that social media marketing can favorably affect
purchasing consumer decision. The consumer decision could be illustrated through
communication with other influences with friends.
In opposed to this, Ramanathan et al. (2017) evaluated that consumer behavior is dynamic as
well as, enlarging in the age of digital environment. Therefore, there is a need for including the
preference of customers as well as, persuading their behavior. Tesco can emphasize on upcoming
trends as it can be beneficial to keep the visibility as well as, appropriateness of their brand. It is
also supportive of motivating the consumers towards the brand. It is evaluated that the bulk of
consumers who have kept their existence online. There are also bulks of consumers who buy
products as well as services through using the internet.
RO3: To recommend the strategies for applying digital media marketing in persuading the
consumer buying behavior: A case study of Tesco, UK
According to Alnawas and Aburub (2016), the company should offer reliable data about the
brand to potential consumers due to distributing logical information about the products as well
as, services. In contrast to this, the company should enhance brand awareness among a large
number of consumers through the application of demonstrating a message among a large number

RESEARCH METHODS FOR BUSINESS AND MANAGEMENT 8
of customers. The message should be inimitable as well as, distinctive rather than key market
participant as it would aid in developing positive image at the marketplace together with creates
higher profitability. Thus, this strategy can be beneficial in terms of persuading the decision
making of customers towards their shopping.
In contrast to this, Blythe and Martin (2019) stated that corporation can remember that a message
would take less time period as well as, increases the awareness related to a large number of
customers. This can directly influence the customer purchasing behavior. It is identified that
checking email via first name as well as, appealing components that could emotionally attach
with brand of consumers. As a result, the corporation can be capable in terms of influencing the
consumer purchasing decision.
According to Verhoef Kooge and Walk (2016), the corporation can emphasize on creating
loyalty between consumers with respect to the brand. It can support to enhance the sale of
products with fewer costs and efforts. The corporation can create a link to customers via email as
well as the campaign. This could be effective to attract the bulk of consumers. Therefore, the
company can apply several tools associated with digital marketing to create good liaison for
customers.
Literature gap
This investigation relied on digital media marketing that does not significantly demonstrate the
procedure related to the effective execution of such opinions. Investigator illustrated that there
are complexities to obtain statistical data related to social network concepts. There is also
inadequate data regarding the corporation that is essential for practical implementation. It
develops the complexities for a corporation in terms of enlarging the evaluation of the theoretical
aspect with collected data (Pitts, et. al., 2018).

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Research design and methodology
Type of investigation
Selection of appropriate type of investigation is an essential aspect for meeting the targeted aim
with objectives of existing research issues. Explanatory investigation will be used by the
researcher for this investigation as this research type assist in analyzing the effect and cause
relationship between two research variables. In such a way, there are two a variable in which
dependent variable is related to consumer buying behavior whereas independent variable is
digital media marketing (Nenycz-Thiel, Romaniuk, and Dawes, 2016).
Data collection method
Data collection is a prominent technique that facilitates the researcher to increase the authenticity
and trustworthiness of research result and also helps in getting the specified objectives of
investigation in feasible manner. Data associated with research issues could be pooled by two
sources such as primary and secondary data collection technique (Fernie, and Sparks, 2018).
The researcher would practice primary data collection method for this investigation to complete
the research methodologically. Primary data is selected as it would provide fresh information
related to research concern as well as, it would be pooled by using the survey through
questionnaire method (Thakur, and Srivastava, 2015). Whereas, secondary data would not be
selected as it provides the existing data through various sources like journals, textbooks, articles,
academic publication with authentic websites. It would not be selected as it does not provide
reliable data (Le, et. al., 2019).
Sampling method
Simple probability random sampling tools would be used by investigator to randomly choose
research participants from a huge number of people. The main reason for selecting this tool is

RESEARCH METHODS FOR BUSINESS AND MANAGEMENT 10
that it decreases the chances of partiality from the research study. Moreover, 50 customers would
be chosen as a sample size by a researcher who purchases products and services from Tesco due
to influence by digital media marketing. These consumers would be chosen from the various
geographical location of UK (Davies, Dolega, and Arribas-Bel, 2019).
Accessibility issues
During the collection of data, various accessibility issues will face by an investigator for this
research study. It is analyzed that the accumulation of primary data will consume more time as
compared to another method of data collection. Hence, it creates difficulties in pooling the
authentic data and obtains the targeted objectives in minimum time duration (Ramanathan,
Subramanian, and Parrott, 2017).
In addition, the researcher would spend more money to pool the secondary data because it
generates complexities in accessing the detailed data related to the research dilemma. Minimum
resources are another major issue which could develop difficulty in collecting data. Further, due
to the low interest of research candidates towards the research concern also develops an
availability issue to meet trustworthy data from respondents (Zhu, and Semeijn, 2015).
Before initiating the research project, research scholar should do proper time management by
making a Gantt chart that helps in avoiding such issues. Along with this, the researcher should
also have proper knowledge of budget management for gathering the secondary data related to
the research concern. The researcher ought to manage appropriate practices of resources to attain
authentic data. Furthermore, research scholar should also develop a favorable relationship with
research participants and support them to enhance their interest with regards to current
investigation issues (Nguyen, et. al., 2017).
Ethical issues

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In this research study, the researcher would face various challenges during the investigation. It
could have a direct impact on validity with reliability of research outcome. Copyright issues will
be avoided by the research scholar that could be done by practicing their own language for
developing an ethical report. The researcher would also secure the privacy of research candidates
as it would be beneficial for conducting the research study in an ethical way (Zhu, and Semeijn,
2015).
Data analysis plan
Data analysis plan would assist the investigator to evaluate the gathered data by practicing
appropriate tools and techniques of data analysis. An investigator would use statistical data
analysis tool in this investigation in order to analyze the data (Thakur, and Srivastava, 2015).
Along with this, MS-Excel software program would be utilized by the investigator for
representing the pooled data by using various graphs, pie charts, column chart, and tables. This
software program will be profitable for gaining depth understanding of the research concern in
an appropriate and effective way (Ramanathan, Subramanian, and Parrott, 2017).
Research limitation
A research scholar may confront certain limitations during the investigation. These issues could
be lack of time, money and resources that are used for accumulating the relevant data. In
addition, the researcher could also face another challenge such as inadequate sample size and
inappropriate structure of the questionnaire. Thus, researchers could develop a more reliable
research outcome by avoiding this limitation during and after research (Davies, Dolega, and
Arribas-Bel, 2019).
Timetable

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An effective research study consumes more time for accomplishing all the research practices
precisely and it would support the investigator to get the feasible research result. Following
management of time allocation would be practiced by the researcher for this research study:
Activities that would be
performed/Weeks
1 2 3 4 5 6 7 8 9
Identification of the research issue
Feedback via managers
Background of investigation
Literature review
Data gathering by primary as well as,
secondary sources
Report writing
Proof-Reading of report
final submission of report
Above mentioned time plan of research study would be profitable for research scholar as it
would help in accomplishing the research study in a specified time period. Research scholar
would increase proper knowledge in the context of research schedule by using above mentioned
time plan (Thakur, and Srivastava, 2015).
References
Alnawas, I. and Aburub, F., 2016. The effect of benefits generated from interacting with branded
mobile apps on consumer satisfaction and purchase intentions. Journal of Retailing and
Consumer Services, 31, pp.313-322.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.