Morrisons Case Study: Digital Marketing and Consumer Buying Choices

This case study examines the influence of digital marketing and its associated tools on consumer buying decisions, using Morrisons, a leading UK supermarket chain, as its focal point. The research aims to understand the role of digital marketing, analyze factors impacting consumer decision-making in the retail sector, evaluate the impact of digital marketing tools on Morrisons customers, and recommend effective digital marketing strategies. It reviews relevant literature, highlighting the importance of digital marketing in promoting brands and the need for environmental analysis in business. The proposed methodology involves quantitative research, utilizing both primary and secondary data collection methods to derive measurable conclusions. Ethical considerations, including informed consent and confidentiality, are emphasized to ensure responsible data collection and analysis. The study references various sources that support the impact of digital marketing on purchasing decisions and the importance of understanding the consumer buying decision process.

Knowledge Exchange Project
To identify the impacts of digital marketing and tools on the
consumer buying decisions. A case study of Morrisons.

Content
• Overview of the topic
• Introduction of chosen Company
• Research Project Objectives
• Influencing Literature
• Proposed Methodology
• Ethical Approval

Overview of the topic
• Digital marketing is defined as such methods within marketing which are
associated with using of internet so that to reach out to mass audience (Omar
and Atteya, 2020).
• In the current time digital marketing is one of the prominent aspect which helps
the business to reach out to their customers and understand their needs and
demands so that the same can be provided to customers in accurate manner.

Background of the company
• Morrisons is the supermarket chain which is considered as the fourth largest
supermarket chain in United Kingdom.
• The company was founded in the year of 1899 and headquartered in West
Yorkshire, England.
• This is a vertically integrated supply chain organisation which is considered as one
of the unique trait about them.

Research Project Objectives
Research aim
To identify the impacts of digital marketing and tools on the consumer buying decisions. A case study of
Morrisons.
Research objectives
• To understand the role digital marketing.
• To analyse factors that impact on decision-making activities of consumers in retail sector.
• To evaluate the impact of digital marketing tool over the Morrisons customers decision-making process.
• To recommend strategies pertaining to digital marketing that impacts consumer buying decision-making.

Influencing Literature
• As per view point of Alghizzawi (2019), Digital marketing is the wider term to
understand as it is used to introduce the products and services via online method
or via internet. This mainly used to promote the brand in changing environment.
• As per opinion of Alves, Sousa, and Machado (2020), To operate a business
successfully there is need to analysis the environment as it helps to know which
factor might be affect the business negatively.

Proposed Methodology
• Research methods are quite important because it helps in recording and analysing
relevant and appropriate information.
• Researcher will be selected quantitative research choice so that numerable and statistical
information can be assembled, evaluated and examined (Bala and Verma, 2018).
• The main benefit of quantitative choice is that it takes out measurable conclusion and
result. Primary and secondary data collection will also be approached by investigator.

Ethical Approval
Some of the ethical principles which will be strictly followed by investigator in
the study are: investigator will take informed consent from each participant so
that they can voluntarily take part in the study, researcher will not harm any
participant while recording information from them, researcher will avoid every
kind of deceptive practice, maintain information of each respondent
confidential and many more (Syazali and et. al., 2019).

References
• AL-AZZAM, A.F. and Al-Mizeed, K., 2021. The effect of digital marketing on purchasing
decisions: A case study in Jordan. The Journal of Asian Finance, Economics and
Business, 8(5), pp.455-463.
• Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma
(2018). A Critical Review of Digital Marketing. International Journal of Management, IT
& Engineering, 8(10), pp.321-339.
• Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and
consumer buying decision process: An empirical study in the Indian passenger car
market. Journal of Global Marketing, 31(2), pp.73-95.