BUSN20019 Professional Project: E-marketing & Consumer Decision-Making

This professional project, titled "Impact of e-marketing on consumer buying decision: A case study of Coles Supermarket, Australia," explores the effectiveness of e-marketing strategies in influencing consumer purchasing behavior. The project, relevant to the marketing field, addresses Coles Supermarket's challenges in adapting to changing consumer preferences and declining sales. The project identifies the importance of e-marketing strategies to gain a competitive advantage by influencing consumer buying decisions. The project includes a statement detailing the field of research, secondary data sources like online websites and academic publications, and proposed search terms for Google Scholar to identify relevant literature. The assignment also features three peer-reviewed scholarly articles and a comprehensive reference list, providing a foundation for understanding the impact of e-marketing on consumer behavior and its implications for businesses like Coles Supermarket. The project aims to provide a clear understanding of the e-marketing landscape and its effects on consumer choices.

PROFESSIONAL PROJECT

PROFESSIONAL PROJECT 2
Table of Contents
A statement detailing your ‘field of research’.................................................................................3
A source of secondary data linked to your chosen field of research questions...............................3
Search terms you propose to use in Google Scholar to identify literature in the field of the
research question.............................................................................................................................3
Three peer-reviewed scholarly articles............................................................................................3
References........................................................................................................................................5

PROFESSIONAL PROJECT 3
A statement detailing your ‘field of research’
The title of this project is “Impact of e-marketing on consumer buying decision: A case study of
Coles Supermarket, Australia”. This project is related to the marketing field of research. Cole’s
supermarket faces difficulty to influence the consumer purchasing behavior due to an ineffective
marketing strategy. Sales of the company are declining due to changes in consumer’s preference
along with this, the consumer is moving towards another brand due to getting benefits. This
research would be beneficial for Cole’s supermarket to get competitive advantages and influence
the consumer buying decision as, this research will discuss the e-marketing strategy to influence
the consumer buying decision (Strauss, and Frost, 2016).
A source of secondary data linked to your chosen field of research questions
There are different sources linked to the chosen marketing field of research questions. These
sources are online websites, company websites, online articles, journal articles, textbooks and
academic publications (Pantano, and Priporas, 2016).
Search terms you propose to use in Google Scholar to identify literature in the field of the
research question
 Meaning and concept of e-marketing and consumer buying decision: A case study of
Coles Supermarket, Australia (Shao, Li, and Hu, 2014).
 Impact of e-marketing on consumer buying decision: A case study of Coles Supermarket,
Australia (Al-Debei, Akroush, and Ashouri, 2015).
 E-marketing strategy to influence the consumer buying decision: A case study of Coles
Supermarket, Australia (Dai, Viken, Joo, and Bente, 2018).
Three peer-reviewed scholarly articles

PROFESSIONAL PROJECT 4
Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online
shopping: the effects of trust, perceived benefits and perceived web quality. Internet Research,
25(5), 707-733.
Dai, Y. N., Viken, G., Joo, E., & Bente, G. (2018). Risk assessment in e-commerce: How sellers'
photos, reputation scores, and the stake of a transaction influence buyers' purchase behavior and
information processing. Computers in Human Behavior, 84, 342-351.
Shao, J. B., Li, Z. Z., & Hu, M. Y. (2014, August). The impact of online reviews on consumers'
purchase decisions in online shopping. In Management Science & Engineering (ICMSE), 2014
International Conference on (pp. 287-293). IEEE.

PROFESSIONAL PROJECT 5
References
Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online
shopping: the effects of trust, perceived benefits and perceived web quality. Internet
Research, 25(5), 707-733.
Dai, Y. N., Viken, G., Joo, E., & Bente, G. (2018). Risk assessment in e-commerce: How sellers'
photos, reputation scores, and the stake of a transaction influence buyers' purchase
behavior and information processing. Computers in Human Behavior, 84, 342-351.
Pantano, E., & Priporas, C. V. (2016). The effect of mobile retailing on consumers' purchasing
experiences: A dynamic perspective. Computers in Human Behavior, 61, 548-555.
Shao, J. B., Li, Z. Z., & Hu, M. Y. (2014, August). The impact of online reviews on consumers'
purchase decisions in online shopping. In Management Science & Engineering (ICMSE),
2014 International Conference on (pp. 287-293). IEEE.
Strauss, J., & Frost, R. D. (2016). E-marketing: Instructor's Review Copy. UK: Routledge.