The Influence of E-Marketing on Consumer Purchase Decisions in Retail

This research report delves into the impact of e-marketing on consumer decision-making within the retail sector. It explores the influence of e-marketing on the consumer purchase process, examining factors that affect these decisions and current trends in the field. The study is based on primary data gathered from 20 marketing managers in retail organizations, revealing a positive correlation between e-marketing and consumer purchase decisions. The report highlights the ease with which consumers can evaluate alternatives based on criteria such as cost and quality, and the significant impact of readily available information on purchase decisions. Additionally, it discusses factors such as easy returns and online reviews, emphasizing how consumer feedback shapes the purchasing behavior of others. The research concludes by emphasizing the increasing reliance of consumers on e-marketing and its impact on their decision-making processes. The report also includes a literature review, research methodology, analysis, discussion, and recommendations, providing a comprehensive overview of the subject.

Research Project
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ABSTRACT
In this report it has been described about how e marketing has impacted on consumer
decision making process in retail industry. Also, it is discussed on factors affecting consumer
decision process and current trends in e marketing. Moreover, how internet marketing is
influencing consumer behaviour for retail companies. In this survey primary data is been
gathered from 20 marketing managers of retail organisation. The results show that there is
positive impact of e marketing on consumer purchase decision process. Also, it has provided
varied sources to collect data and evaluate it. They are able to evaluate alternatives easily and on
basis of certain criteria like cost, quality, features, etc. other than this, the major impact is on
purchase decision. this is because of lot of info available.
It has been discussed that there are several factors which also impact on consumer
purchase process such as easy return, online review, etc. the positive comment or feedback of
consumer also impact on purchase decision process of other. They get product info from
feedback as well. Moreover, consumers are relying on e marketing and comments given. With
this effective process takes place.
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Table of Contents
ABSTRACT....................................................................................................................................2
INTRODUCTION...........................................................................................................................4
LITERATURE REVIEW................................................................................................................7
RESEARCH METHODOLOGY..................................................................................................12
ANALYSIS AND DISCUSSION.................................................................................................16
CONCLUSION AND RECOMMENDATION............................................................................26
REFERENCES..............................................................................................................................30
Appendix........................................................................................................................................32
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Title - Impact of e marketing on influencing consumer purchase decision
making process.
INTRODUCTION
The evolution of internet has transformed the overall world. It has highly impacted on
human and industries. Use of technology in business operations has enabled in automating
overall process. There are many other techniques and tools used by companies. Also, technology
has provided a platform to grow and expand in other countries. The major impact of technology
is on marketing of products and services. E marketing is a platform where internet is used to
advertise products. It also uses social media platforms. It has enabled in attracting more people
and promoting is to wide area (Habibi and et.al., 2015). However, this has resulted in increasing
customer base and entering in new markets. Businesses are able to compete in market by
retaining their customers. Now days, customers search on internet to access any data or
information of any type of product or service. E marketing has majorly impacted on retail
industry. Many companies are promoting product through digital media. Thus, it has allowed
them to market products worldwide. Through it, they are marketing it in effective way.
Attractive advertisements are published on social media in various forms. The use of video,
content marketing, etc. is becoming a trend in e marketing.
Moreover, use of data analytics in e marketing is useful for retail companies. It has
provided them information regarding change in taste and preference of consumer. This has also
changed their purchase decision process. Furthermore, human interaction has changed due to
engaging on social networks. There is constant change in behaviour, habits, etc. of people.
Hence, it has modified their needs and preference. Additionally, perception of consumer is
changing according to their needs. Many people are using internet to interact with others and
collect data. So, it has become important for organisations to survive for long term in such a
competitive business environment. Similarly, marketing strategies are developed and on basis of
consumer needs, marketing activities are initiated. The rapid growth in internet marketing is
allowing business to attract right customers. The target groups are determined and on basis of it
marketing is done. Likewise, e marketing has resulted in delivering content value to consumer
(Shaltoni, 2017). It is because consumer use internet to make repetitive purchase. Apart from it,
personalised interaction is increased leading towards high retention rate. For a company it is
necessary to analyse consumer behaviour journey so that it is identified how they are making
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purchase decision. With this they get to know how information is searched and on what basis
alternatives are compared. Other than this, in post purchase behaviour it can be determined that
whether customer is satisfied with product or not. If not than on what basis they are satisfied or
dissatisfied.
Retail industry is widely spread all around the world. It offers variety of products to fulfil
customer needs. Also, there is intense competition among companies in different markets. The
growth and development of firm depends on way of marketing. This helps in attracting people
and generating revenue. But use of digital marketing in retail sector has highly affected
consumer purchase decision. They are being influenced by companies in several ways. At
present each and every info is available on internet. Companies have also specified their target
people and accordingly doing marketing. But availability of wide range of products has shifted
customer mind. They prefer those products that are cheap and is of high quality. Organisation are
using digital marketing to attract people. It has helped in collecting data of customers and
market. A consumer has to go through several steps to make a purchase decision. Generally, it
consists of five stages that are include in it. They are need recognition, information search,
evaluation of alternatives, purchase decision and post purchase behaviour. Hence, on each stage
behaviour of consumer varies. This leads to change in their purchase decision. It depends on
need of customer and source from where info is gathered.
Aims and objectives
Aim – To analyse the impact of e marketing on influencing consumer purchase
decision making process. A case study on retail industry.
Objective
To evaluate role of e marketing on influencing consumer purchase decision making process.
To identify factors affecting consumer purchase decision process.
To analyse current trends in e marketing
To recommend ways of how consumer purchase decision making process can be improved
Research question
What is the role of e marketing on influencing consumer purchase decision making process?
What are factors affecting consumer purchase decision process?
What are current trends in e marketing?
Rationale
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The trend of E or digital marketing is rapidly increasing. It has provided platform to
market product by directly interacting with people. There are different types of social sites used
in it such as Facebook, Instagram, E mail, etc. Now, customers are easily able to gather relevant
data and information from internet. Thus, it has highly influenced on their purchase decision
process. Alongside, there is change in way of communicating with customers. This study is been
conducted to analyse how e marketing is impacting on consumer purchase decision process.
Also, what is change in their taste and preference as well we need. Furthermore, what are factors
due to which consumer purchase decision process is influenced.
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LITERATURE REVIEW
Theme : Role of e-marketing on influencing consumer purchase decision making process.
As per Habibi and et.al., (2015) E-marketing is influencing the consumer buying
decision-making process. Consumers are attracted towards the e-marketing companies because
e-marketing companies are offering cash backs and attractive offers on the products. Companies
sell their products online with large amount of discounts and the company is also offering
discounts through online payments and these offers and discounts are attracting the customers
towards the e-marketing companies. Author also stated that the companies are selling their
products through the merger with e-marketing companies. E-marketing companies are promoting
the websites on large basis through the advertisements, TV and newspapers. These
advertisements also consist of the discounts and the offer which would be provided on the
websites. These offers are attracting the consumers because local retail shops are not providing
the attractive offers and discounts to the consumers. Local retail shops would not attract the
customers because these shops have to include the profits and the cost of buying the product for
retail shops is high according to the online companies. Shaltoni, (2017) Discounts are provided
to the customers from 20% to 80%, various products have various discounts which are attracting
the customers. Companies also invites the actors and big celebrities for promoting the products.
Online payment is attracting the customers and also it is helping the country to be digitalised.
Author also stated that the e- marketing companies are advertising the products on large scale
which the retail shops could not do. These companies are advertising through selling the brand
products with low discounted price and with attractive offers. Brands have the collaboration with
the e-marketing companies and these companies are buying the products in bulk so these
companies are buying the products at discounted and whole sale price. Brands have to sell their
products but these brands have not opened showrooms in the state or city those city members
would also order the product and get the product at given address. Chitty, D'Alessandro and
Gray, (2019) This facility of delivering the products at home is attracting the customers or if the
product is fit for customers they can change the products or return the products and the company
would provide them with the payment or different products which customers would order. All
the facilities which would be provided in retail shops is provided with the e-marketing
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companies and also at low prices. Author stated that nowadays customers are only buying the
products from e-marketing companies.
Theme 2: Factors affecting consumer purchase decision process
According to the Kiang and Shang, (2015) factors which are affecting consumer purchase
decision which have an effect on company as well. There are social factors like family plays an
important role in buying decision of the customer because family is influencing the customers
decision to purchase the product or not. As time is increasing the social status of the customers is
important and it is also influencing the buying decision of the customer. The standard of living is
increasing as per time the customers decision is affected by the income which has to be saved for
future. According to the Khan and Rahman, (2016) financial condition of the customer is
affecting the customers because customers have to maintain their effective learning goals in the
best possible way.
Sarquis and et.al., (2019) Nowadays, In the competitive market companies or brands are
more concerned on individual consumer behaviour which helps to better understand the goals
and opportunity. Consumer behaviour is the study of the processes involved when individual or
groups select affect the overall business goals. Consumer behaviour is a dynamic in nature which
one that dominated the market and the market trend. A consumer is someone who pays a sum to
consumer the goods and services sold by an organization. Also it requires and plays a most
important role to determine the best effective and influencing business goals. As according to
Davidavičienė and et.al., (2019) consumer is not just only an individual it is a king of the market.
For consumer decision making process is very critical and efficient for a product or services.
Even a buying packet of chips from a store is being a part of the consumer market as participate
in the buying a sum for the purchase. There are some factors which might affect and impact the
consumer decision making process which is cultural factors. As per the Kawa and Światowiec-
Szczepańska, (2019) cultural plays a most important and necessary role in duration of consumer
task which slightly influences buyers. Cultural factors is a very complex factor of human
behaviour its includes the human society the roles that the society plays the behaviour of the
society its values customs and tradition. In order to examine the consumer needs cultural factors
should have been the most necessary things which need to be considered by the hand of
marketers. Cultural factor also includes Sub culture These kinds of people generally share the
same value, customs and traditions for example nations, religion, racial group such all elements
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are reflected by sub culture. Miklošík, (2016) Cultural factor if influencing consumer buying
decision also includes social class this factors influence society class in fact every society
possesses one. It is important to know what social class is being targeted as normally the buying
behaviour of a socials class. Basically, social class basically reflect the income group of people
or buyer in a more better way. So it is very required for the retail organizations to be considered
the social factors before preparing any strategies. Along with that, consumer decision making
process also affected by the social factors which plays most crucial role within the retail sector.
Also under this social factors it also influence group have a great potential of influencing
consumer behaviour in many aspects. Social factors has divided into sub divided factors which
might impact the study. Like reference groups. According to Joo, (2015) reference groups have a
great potential of influencing consumer behaviour. Its impact varies across the products and
brands in order to understand the client behaviour in different context. Reference group
consumer generally play a role of influencer a leader. Which often an opinion leader. Family is
the another subdivided segment of social factor which is also a factors influencing . Such
dynamic factors can impact the buying decision making process of the buyers. Role and status of
an individual can be the other factor which might affect the overall buying process. Different
personalities of people and their background can influence or motivate to buy a product or
services. Role and status allows buyers to spend less or high on product or services accordingly.
According Pansari and Kumar, (2017) personal factor can also impact the consumer
decision making process. Personal factor is highly affect the buying process in which personal
biasses somehow impact the buying process. This factor is considered as the major influencer.
Like age and Life cycle stage, age of a consumer and his cycle are two most important sub
factors under personal factors. Age and life cycle factor can affect the decision making process
which is very common in which it clearly shows that this factors does affect consumer
behaviour.
Occupation of a buyer is affect the goods and services which consumer can buy. The
occupation group has above average interest in buying different products and services offered by
organizations. In fact organizations produces separate product for different occupational groups.
As according to Xie and Lee, (2015) self concept and personality is different and have different
and district personalities that can affect the buying behaviour because every buyer having
different choices and need. Their different personality effects their buying nature. So it has been
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observed from the discussion that every individual has their own choices and nature of
purchasing which might can differ the demand of the product.
Theme 3: Current trends in e-marketing
According to the Wang and Yu, (2017) There are various trends in e-marketing
companies which are affecting the customer buying behaviour. Trends are followed by the
companies for improving the marketing strategies of the products. Social media marketing plays
and vital role in marketing of the product because these products are shared through the social
media platforms and the various brands. Companies are trying to increase the sales of the
products through marketing of the products on social media, social media consists of sharing the
information to other people and through these e-marketing companies are promoting the products
by sharing the post and product details between the people. Author also stated that content
marketing is also used by the e- marketing companies which is promoting the products of the
companies. Content marketing is using the content of the companies and their products,
information provided in the content marketing must be correct and accurate which is influencing
the customers. Companies also uses artificial intelligence programs which is including the soft
wares which are used by the company. Chen and Shen, (2015) These soft wares are providing
security to the customers and also their personal details are stored in the soft wares which are
kept safe by the company, which is attracting the customers of the company. Some customers
cannot type what they want, so the companies has started voice search options for them who
cannot type which is attracting the customers and also this option is gaining the popularity.
Effective communication is important because it would satisfy the customer, so e-marketing
companies have started system of smarter chat which is helping the customers in effective
chatting with the customers. Gerrikagoitia and et.al., (2015) Live videos is more effective
because customers are attracted by the products qualities and customers are also remembered
what they have seen in the videos. Company need to personalize the contents, emails and the
products which would be delivered by the company. Influence marketing is focusing on the
customers and the products which would easily influence the customers of the company. Product
needs promotion and the qualities of the products must be presented in that way which is
attracting the customers of the company. Social messaging apps which includes what up and face
books, through these apps the company would send messages to the customers and customers are
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aware of the new products which are going to be launched in the market which is attracting the
customers.
Theme 4How consumer purchase decision making process can be improved
As per the Wiek and Lang, (2016) for businesses it is necessary to attract buyers and
improves their decision making process because every step consists in decision making process
is considered as the most important part. So before making product strategies retailer should
have need to analyse the need and make consumer aware about the product or services.
Basically, need recognition is the first process to of the buying process which has to be attractive
and productive. Search for information is the process where buyer looks for their goods and
services. Kumar, (2019) However this business task is essential for the people to better
understand the opportunities and task to be performed in a more better way. Besides that, search
for information during this stage customer want to find out their options. For this stage retail
businesses can promote their product or services which finds the best way to complete the
project output. Evaluation of alternatives this is the stage when a consumer is comparing options
to make the best choice. Liao, Molin and van Wee, (2017) Businesses also required an
alternative strategies to promote the product or services within the market. Along with that,
purchasing decision of consumer should always based or rely on the product services or branding
value. In other words, this has to be according to the business aim. Apart from this, purchasing
decision during this stage behaviour required effective time. Also retailer should identify the
problem statement which necessarily understand the needs and wants of the buyer. Along with
that, it also clearly identified with the aim objective to be more clearly identified and effective.
Plassmann and et.al., (2015) Buying decision process before can optimize customer
buying decision process which must be clear for the business goals. This is the method or task
which has to be clearly modified and effectively make the positive working outcomes. In order to
attract consumers and buyers company should need to focus on the needs of the buyers and
accordingly prepare the promotional strategies. Into post purchase behaviour it clearly mentioned
the business expectation and will either satisfied or dissatisfied. Bačík and et.al., (2016)
Therefore stages of the purchasing decision making process is majorly more effective for the
business to enhance (Zhang and Benyoucef, 2016).
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RESEARCH METHODOLOGY
Research Approach : Research approach is the method or study of inductive or deductive study.
Deductive approach tests the validity of assumptions. Deductive approach tests the validity of
assumptions in hand whereas inductive approach contributes to the emergence of new theories
and generalization (Mackey and Gass, 2015). There are two types of research approach inductive
and deductive. Inductive approach with the observation and theories are proposed towards the
end of the research process as a result of observation. Deductive approach is the method or study
of existing theory which is designed a research strategy to test hypothesis based on existing
theory. In order to survey this study study will be taking Inductive method of research approach
in order to start with the observation and theories which proposed the end of the research
process.
Research design : Research design is the important format of the study or a plan which
helps to address the research questions. Exploratory research does not aim to provide final and
conclusive answer to research questions. There are two types of research design exploratory and
conclusive research design types (Bresler and Stake, 2017). Exploratory research method can
useful to better understand the more analysing and influencing business task. Moreover,
Research methods : Research methods is the best way to contribute and influencing the
research goals and objectives of the study in a better way. Research design is a plan to analyse
and interpret the data and information which different business context to analyse and get the
best outcome from the study. There are different kinds of goals and objectives which mainly
work more effectively done in an efficient manner. On the other side, research methods is
depend on the type of research topic of the study. Applied research also known as action research
aim to find solution for immediate and specific problems. Findings a fundamental studies cannot
be used to solve immediate and specific business problems. Along with that, there are different
kind of research type which helps to determine the best objectives and gain the deep
understanding outcomes (Ledford and Gast, 2018). The basic aim of the all research method is
to evaluate the findings and gathered all the specific information and goals to determine the best
outcomes.
Data collection : It is the process that are used by researcher to measure information and
to gather insight detail about subject matter. In the field of study, it is very important for the
scholar that to have accurate detail about topic and have in-depth understanding related to subject
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matter. Secondary data collection is the source that takes previous or old data into consideration.
This would be great contribution in the existing research. On other hand primary data collection
sources are such techniques in which investigator own self gather details and answer the research
questions (Fletcher, 2017). Survey, interview, questionnaire are various sources through which
first hand details can be gathered.
In order to carry out the present research on impact of e marketing on decision making
process of customers, scholar has used questionnaire method. This is simple and most effective
tool that aid in gaining insight detail about subject and answering related to e-marketing.
Furthermore, scholar has also used some books, journals, online articles. Use of all these
materials have helped the person in knowing more about the e marketing and how it influences
the purchase behaviour or choice of buyers that makes it easy to answer research questions.
Ethical issues : Ethical approval and implementation of ethical aspects are essential in
any investigation. It is essential for scholar to work under ethical guidelines which may help in
minimising future consequences (Wiek and Lang, 2016). In order to analyses impact of e
marketing on consumer purchase process researcher has maintained dignity of all participants.
Individual has not hurt anyone and has ensured that they feel comfortable. Furthermore, privacy
and confidentiality have been taken into consideration very seriously. As investigator has used
the system which was password protected and have ensured that no third person access that data.
Apart from this, no third person data sharing is there which has helped in keeping essential
information secure. In addition, researcher has used books, journals, online article etc. But no
such sites have been used which are not permitted.
Communication with approval authorities and respondents have been done in adequate
manner which has supported in managing the details in effective manner. Researcher has ensured
that aim, agenda of this investigation is being clear to all people those who are part of this study
hence honesty and transparency ethical aspects have been considered properly by the researcher
(Humphries, 2017). Scholar has involved people after getting their permission, as researcher has
sent consent letter on mail to all respondents. In this letter there was all the detail related to aim,
objective of this study. After their consent all the people have been involved in this research.
High level of objectivity has been maintained in this investigation and data analyses has been
done properly. No scholar was harmed as researcher has ensured the protection of all the
members. They were given full protection hence people were happy while participating in this
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investigation. Scholar has treated all the individual equally, no discrimination was done on the
bases of income, age or gender. Researcher has given equal respect to all candidates which has
helped in gaining their trust. After that they started taking interest in this research which has
supported in gaining factual detail related to impact on E-marketing on consumer’s purchase
decision.
Reliability and validity of the study : reliability and validity is the two aspect of the
study which is helpful to evaluate the quality of research they indicate how well a method
techniques or test is measures something to evaluate in a best forming manner. Also it can
helpful to meet the business objectives task. It's important to consider the reliability and validity
when researcher creating and the research design. The main purpose of reliability is to extent the
research outcomes which is repeated under the same conditions. The extent to which the results
really measure what they are supposed to measure. Validity helps to analyse weather study is
valuable for the study or not. In other words, it also very challenging and appropriate in the
business perspective which makes and better understand the things in an appropriate model or
way. Validity can be evaluate in the best possible things in an more effective manner. However,
the validity of the results should be matched with the things which has to be very clear and
enlarging. As a researcher it has been found that how it can be evaluated and measuring the
different opportunity and task in the best possible way. Whatever your disciple there are different
goals. Also it makes and better understand the research aims and better goals objectives. In the
best possible way. Reliability is a measure of the stability or consistency of tests scores. Also it
can be helpful to meat the business research aims to analyse the research aims and objectives in
the best possible manner. There are two types of research reliability to measure the
achievements. Also it helpful to promote the purpose of business. In validity terms of research
the data has been calculated in scientific research methods which have been followed during the
process of generating research findings. There are different forms of research validity and main
ones internal validity external validity concurrent validly face reliability. Appropriate time scale
for the study has to be selected in an appropriate manner and following the main objectives and
task. In other words, reliability refers to the consistency of measure. Also, that can be assume to
be consistent across the time which clearly define the best aim and purpose of the study.
Limitations : Research limitations is helpful to ensure research aim and study outputs.
However, it is critically important for you to striving to be more better. Limitation is the better
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way to control and influence the business goals. Limitation of the research indirectly reduce the
possibilities of research scope. While discussing the research limitations. Such as the present
research limitations are basically involves lack of understanding about the topic. In other words,
research limitations generally related to the aim and objectives of the study or involves in the
research area. Apart from this, it also analyse and influencing the business goals in more less
effective manner to better understand the aim of the research. Lack of previous area can be the
other limitation of the study.
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ANALYSIS AND DISCUSSION
Theme 1 Type of media is mostly used for marketing of products
Q-1 What type of media is mostly used for marketing of products? Frequency
Social media 8
Content marketing 7
Video marketing 5
Total 20
Interpretation – In order to identify impact of e marketing on consumer decision process, a
survey was conducted. For this primary data was collected from questionnaire. By analysing
data, it is stated that 8 marketing managers said that they mostly use social media, 7 use content
marketing and 5 use video marketing. Thus, it can be concluded that e marketing is crucial
platform for retail companies. They are various forms of marketing which is used to attract
consumer. However, with help of it there is change in ways of marketing activities. Moreover,
social media, video and content marketing has enabled in providing data and info to people
easily. There are different types of social media platforms used like Facebook, Instagram, etc.
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thus, it has supported in expanding customer base. The business use media on basis of target
audience, product, etc.
Theme 2 Use of e marketing is impacting on consume purchase decision
Q-2 Do you think use of e marketing is impacting on consumer
purchase decision? Frequency
Yes 17
No 3
Total 20
Interpretation - A study was conducted to investigate impact of e marketing on consumer
decision process. Here, researcher gathered data from questionnaire. From interpreting data, it
can be stated 17 managers said that yes e marketing has impacted on consumer decision process.
But 3 said that no. Therefore, it can be analysed that internet marketing is providing info related
to products to customers. Now, people are mostly using social media as effective tool to buy
products. There is also change in things of evaluation, post purchase behaviour, etc. Furthermore,
digital marketing has ease marketing process. People can access large amount of data and
compare it. They also share their views and feedback. So, on basis of it other consumer analyses
it and make decision to buy it or not depending on their needs.
Theme 3 E marketing is effective way of reaching target audience
Q-3 Do you think that e marketing is effective way of reaching target Frequency
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audience?
Yes 18
No 2
Total 20
Interpretation – An investigation was carried out to study the impact of e marketing on
consumer purchase decision in retail industry. The primary data was gathered through
questionnaire and 20 managers were selected via random sampling. It can be interpreted that out
of 20, 18 said yes that e marketing is effective way of reaching target audience whereas 2 said
no. From this, it is stated that with help of internet marketing, companies are creating attractive
ads, they are using social sites. So, people are easily able to identify products available.
Alongside it, similar tools can be used to market products. The company promote it in other
markets or countries as well. In addition, for different target audience separate tools can be used.
Theme 4 Customer able to gather relevant information through e marketing
Q-4 Are customer able to gather relevant information through e
marketing? Frequency
Yes 15
18

No 5
Total 20
Interpretation The researcher conducted an investigation regarding e marketing and consumer
purchase process. In this data was gathered by using questionnaire method. Also, 20 managers
were selected for the same. By interpreting data, it is evaluated that out of 20, 15 said yes
customer are able to gather enough data through internet. But 5 said no. Thus, it can be analyzed
that internet has given a lot of product info to consumer. The product is marketed with its
complete info and details. Hence, it provides overall data like features, price, quantity, etc. Also,
if any data is not available then it is searched on internet. Moreover, by sharing it on social sites
consumer read it and enquire about it.
Theme 5 Change in post purchase behaviour of consumer
Q-5 Is there change in post purchase behaviour of consumer?
Frequency
Yes 16
No 4
Total 20
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Interpretation- It can be analyzed that scholar conducted a survey to find out how e marketing is
impacting on consumer purchase decision. For that primary data was gathered via questionnaire
from marketing manager of retail companies and using random sampling method. By
interpreting data, it is analyzed that out of 20, 16 managers said that yes there is change in post
purchase behavior of consumer. On other side, 4 said no. From that it is concluded that internet
marketing has highly influenced behavior of consumer. Now, they read and view comments and
reviews of people on social platforms then take decision. Beside this, reviews have supported in
identifying satisfaction level of consumer. Also, it has highly affected other customer as well as
they interact and communicate with one another. Due to this there is shift in way of taking
decision. The main stage considered is post purchase behavior.
Theme 6 basis of consumer evaluate alternatives
Q 6 On what basis consumer evaluate alternatives? Frequency
Cost 5
Quality 5
Feature 7
Quantity 3
Total 20
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Interpretation- In order to find answer of research question, study was conducted on retail
industry. Here, 20 marketing manager of companies were taken as sample and data was collected
through questionnaire. From analyzing data, it is evaluated that out of 20, 5 said consumer
evaluate alternative on basis of cost, 5 said for quality, 7 said for feature and 3 said on quantity.
Therefore, it can be stated that there is change in stage of evaluating alternatives. The consumer
compares it on basis of several things. This is because a lot of info is available to them through
which they compare products. It has fastened process of this stage. Alongside, consumers are
able to search info separately and on criteria of cost and features. So, it has saved time and cost
of people.
Theme 7 Consumer rely more on e marketing
Q 7 Do you think consumer rely more on e marketing? Frequency
Yes 8
No 7
Total 20
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Interpretation: From the above detail it is found that 8 out of 20 respondents have viewed that
yes consumers rely more on the e-marketing. Whereas 7 answers have replied that no they do not
much depended upon such kind of electronic marketing techniques. It can be interpreted that
customers are using social sites and many other sites that influence the choice of buyers. Many
times customer make their mind of buy any product by looking at any kind of advertisement etc.
which influence their mind. People see the comments or reviews of others which force them to
change their purchase decision many times. In the recent time online shooing has been increased
which has given opportunities to e marketing tactics. Hence people rely more on such kind of
marketing tools which help them in choosing the correct brand and buy the products which gives
them value for money.
Theme 8 Factors that has influenced consumer purchase process
Q-8 What are the factors that has influenced consumer purchase
process? Frequency
Online review 8
New product 7
Easy return 5
Total 20
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Interpretation - From the above data it is found that 8 out of 20 participants have replied that
online reviews tis the major factor which influence purchase process of customers to great
extent. Whereas 7 respondents have said that new products, its features and quality are the major
element which gain attention of buyers and their purchase decision get changed quickly. On
other hand 5 out of 20 answers have said that easy return policy is the major tool which attract
consumers and they like to buy products from the firm that offer them this type of facility. From
the above data it can be interpreted that purchase decision of consumer’s influence by looking at
online reviews. Facebook, Twitter etc. many sites are available where consumers post their
comments. Apart from this, people also give their opinion on company’s website regarding any
product and services. This type of reviews influences the mind of consumers and they change
their purchase decision immediately if anyone has commented negative on particular product of
the firm.
Theme 9 Positive reviews and comments impacted on purchase decision of other consumers
Q-9 Has positive reviews and comments impacted on purchase
decision of other consumers? Frequency
Yes 13
No 7
Total 20
23

Interpretation - In order to identify impact of e marketing on consumer decision process, a
survey was conducted. For this primary data was collected from questionnaire. By analysing
data, it is stated that out of 20, 13 managers said that yes positive comments have impacted on
purchase decision of other consumers while 7 said no. So, it can be concluded that internet
marketing has transformed consumer purchase process. By analysing post purchase behaviour on
social sites there is change in purchase decision and information search stage. However, as info
is already available on internet so need recognition is easily identified. Companies are also using
those positive comments while marketing their products. It is automatically impacting on
purchase decision process.
Theme 10 Impact of e marketing on consumer purchase decision process
Q- 10 What is the impact of e marketing on consumer purchase
decision process? Frequency
Positive 12
Negative 8
Total 20
24

Interpretation- It is found that 12 out of 20 participants have viewed that e marketing impacts
positive on consumer purchase decision process. Whereas 8 out of 20 answers have replied that
no it has negative impact over the purchase decision of buyers. It can be interpreted that most of
the consumers like to watch online advertisements. This makes them able to select the right
product and get value for money. By looking at such kinds of advertisements people get to know
features, quality and unique thing that firm to offering to them. That makes them able to spend
their money in right product and get desire products. Hence it can be said that if companies
invest amount ion such kinds of marketing tools then it would give best results to business units.
Web tools have become the most powerful technique which aid business units in gaining
competitive advantage and making people positive towards the brands. Social media and other e
marketing techniques are beneficial in building strong relationship with potential buyers and
making them ready to buy their products and become frequent buyers of the organization.
25

CONCLUSION AND RECOMMENDATION
By analysing above data, it can be concluded that e marketing is a platform used by retail
companies to advertise and promote their products and services. It used various social sites,
internet, etc. as a tool for marketing. Also, use of internet in marketing has transformed way of
reaching target audience in order to attract the. Furthermore, new forms and way of marketing
activities are used. It has brought drastic changes in retail industry. With this there is great
impact on consumer purchase decision making process. It describes a journey which of how
customer engage with company and buy product. There are five stages in it that is followed by
every customer. The study shows that every firm is using e marketing to advertise their goods.
Here, mostly used media type is social sites like Facebook, Instagram, etc. Thus, it has highly
impacted on consumer mind. This has brought change in decision making process. However, as
info is easily available on internet, consumers are able to search and gather it. In this the data is
already filtered so they analyse in effective way. Apart from it, from varied sources data is
available. Thus, it has ease stage of information search.
Alongside, marketing is done in effective way as for each target audience separate tool or
media is used. For it different strategies are developed and activities are planned. Most of
marketing manager said that internet marketing is effective way for reaching target market. It has
enabled organisation to expand into different markets by only using internet. Also, from results
obtained it is summarised that there is significant impact on post purchase behaviour of
consumer purchase decision. This is because on basis of reading comments and reviews,
consumer make decision. Moreover, only by analysing feedback on social sites people are
changing their purchase decision. So, this has been useful for companies as well. They are able
to identify satisfaction level of customers. On basis of it, changes are made in product features.
So, it has allowed companies to develop new products as per their needs. Likewise, issues are
identified and solved.
Similarly, another impact on consumer decision stage is evaluating alternatives. Customer
compare it on various criteria like cost, quality, feature, etc. they do it by viewing ads on internet.
Due to this, their perception has changed. Now, they make more efforts to collect data and verify
it. Along with it, the rely more on data gathered from internet. There are several factors that has
influenced consumer decision process in e marketing. They are online review, new product and
easy return. So, now these all are been considered as well in purchase decision. The managers
26

said that positive comments on posted by company during e marketing has supported in
attracting more people. Thus, a consumer is easily influenced to make purchase decision by
viewing that ad. In similar way, it has impacted on purchase decision of other consumer as well.
At last it can be concluded that there is positive impact of internet marketing on consumer
purchase decision process. This reflects the use of internet and social site platform in influencing
customer mind. There is also change in need recognition. Simply, by viewing ads on different
platforms, needs are automatically generated. For them information search has become easy as
varied sources exists. Therefore, retail companies are targeting on those areas from where
information is searched. Hence, it has benefited retail industry in gaining customers and retaining
them. Besides, the journey of buying product has become more flexible and easy. Sometimes,
customer do not follow particular stage or skip that one. So, it has changed their behaviour
regarding making purchase decision. It states that with change in marketing concept, consumer
behaviour also changes. E marketing has majorly impacted on retail industry. Many companies
are promoting product through digital media. Thus, it has allowed them to market products
worldwide. Through it, they are marketing it in effective way. Attractive advertisements are
published on social media in various forms. The use of video, content marketing, etc. is
becoming a trend in e marketing.
In addition, this type of marketing has benefited in attracting more people. Also, it has
enabled in generating traffic on social media and on website. With it, there is increase in sales
and profits. Basically, internet has simplified consumer decision process. It has eliminated
tradition and complex process by providing all data and info in the hands of consumer. This has
resulted in bringing some changes in each stage. However, companies are marketing it on basis
of purchase process. They are effectively able to find out what changes are occurring. Also,
separated sites are used to reach target market. Moreover, retail companies are making more
efforts in marketing. With it there is change in way of interacting with customers.
In order to influence business organization and marketing opportunity Retail industry should
have taken some more practices to attract the customer attraction. Sometimes central team are
has to set up the new ideas and growing business activities to promote the new task and
opportunity. Marketing strategies and business promotional task is helpful to influence the new
business objectives (Akroush and Al-Debei, 2015). Global marketing can indeed work drive
synergies and economies of scale whilst preserving specific which helpful to influence the
27

satisfaction level of buyers. First retailer company should required to focus on the clarity
globally and what is managed locally in the best possible manner. Businesses should required to
managed their business into tiers nationally and internationally. Such strategies can helpful to
determine the the brand into the best possible way. Tiered market will help company to get
overcome from the strategies. Besides, that In order to innovate some creative techniques or
online application for marketer additional practices is also very much required analyse
international market trend to avoid spending time understanding local cultures and customer
needs and behaviours (Lautiainen, 2015). Apart from this, it also very influencing and managing
the business targets. Global defined initiatives and plans need to factor in a degree of flexibility
to cater for cultural differences. And on the other side, by developing a excellent social image
can also very productive for the company to encourage the business profit and also helps to
influence customer satisfaction approach. Along with that, in order to analyse the customer need
and let them provoke to purchase the business product. Businesses required to modify their own
business goals and provides the better understanding of product or services.
Another recommended strategy for the organization is managing a campaign like an army
operation plan (Badgaiyan and Verma, 2015). Appoint a global campaign manager, appoint a
global campaign manager can helpful to better understand the aim of the research and most
effectively done by the organization.
Personalized email marketing campaign can also adopted by the company in order to
influence their decision making process. This approach is helpful to get good reviews and
outcomes to impact the good decision making process. This strategy can be more productive for
the business to attracting customers through email marketing campaign. Influence the customers
by contacting them through sending some exciting and unique emails. The reason behind this is
that it helps to prefer to read content that is entertaining fun and with a touch of humour. This
can be more useful and effectively managed the customer satisfaction (Kumar and Ghodeswar,
2015). Another influencing strategy for customers is recapture the most elusive customers. There
are people who directly do not see the e-mails, even the ones who open them and make them
more unique and influencing. Businesses should more need to focus on the customer mind and
think new ideas for capturing them into best possible way. It is very important for them to
analyse the customers and involved them with the company services. Also, it is required for the
business to evaluate the best developing results in order to analyse and build the new competitive
28

strategies. Apart from, this marketer also required to provide some exciting offers to their
potential clients to give some new opportunities and goals (Teng and Wang, 2015)
29

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Appendix
Questionnaire
Name
Company
E mail
Q-1 What type of media is mostly used for marketing of products?
Social media
Content marketing
Video marketing
Q-2 Do you think use of e marketing is impacting on consume purchase decision?
Yes
No
Q-3 Do you think that e marketing is effective way of reaching target audience?
Yes
No
Q-4 Are customer able to gather relevant information through e marketing?
Yes
No
Q-5 Is there change in post purchase behaviour of consumer?
Yes
No
Q-6 On what basis consumer evaluate alternatives?
Cost
32

Quality
Feature
Quantity
Q-7 Do you think consumer rely more on e marketing?
Yes
No
Q-8 What are the factors that has influenced consumer purchase process?
Online review
New product
Easy return
Q-9 Has positive reviews and comments impacted on purchase decision of other consumers?
Yes
No
Q-10 What is the impact of e marketing on consumer purchase decision process?
Positive
Negative
33