A Study on the Impact of E-Marketing on Consumer Purchase Decisions

This research project investigates the impact of e-marketing on consumer purchase decision-making, focusing on the retail industry. The study begins with an introduction outlining the background, aims, objectives, research questions, and rationale for the research. A comprehensive literature review examines the role of e-marketing in consumer purchase decisions, factors influencing consumer decision-making, and the overall impact of e-marketing. The methodology chapter details the research type, design, approach, philosophy, data collection methods, sampling process, and data analysis techniques. The results and discussion chapter presents and analyzes the findings, followed by a conclusion and recommendations. The project aims to identify the impact of e-marketing, analyzing factors that influence consumer decisions and investigating the overall effect of e-marketing on purchase behavior within the retail sector. This research provides valuable insights for marketers and businesses in understanding and optimizing their e-marketing strategies to influence consumer behavior and drive sales.

RESEARCH PROJECT

Table of Contents
TITLE..............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Background..................................................................................................................................1
Aim..............................................................................................................................................1
Objectives....................................................................................................................................1
Research questions.......................................................................................................................2
Rationale......................................................................................................................................2
Dissertation structure...................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
Introduction..................................................................................................................................4
Theme:1 Role of E-marketing on consumer purchase decision-making. ...................................4
Theme:2 Determine the factors that impact on the consumer decision-making. ........................5
Theme:3 Impact of E-marketing on consumer purchase decision-making. ...............................7
Summary......................................................................................................................................8
CHAPTER – 3 RESEARCH METHODOLOGY...........................................................................9
Research Type..............................................................................................................................9
Research Design.........................................................................................................................10
Research Approach....................................................................................................................11
Research philosophy..................................................................................................................12
Data collection method..............................................................................................................13
Sampling Process.......................................................................................................................14
Data Analysis.............................................................................................................................15
CHAPTER 4: RESULTS AND DISCUSSION-2500...................................................................18
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................26
REFERENCES..............................................................................................................................30

TITLE
Title of this research project is “To identify the impact of E-marketing on consumer
purchase decision making.”
CHAPTER 1: INTRODUCTION
Background
E marketing is a kind of process in which execution and planning of products and
services of an organization is done in a computerized and internet based environment (Chong,
Bian and Zhang, 2016). With the help of E marketing organizations focus on promoting their
products and services in order to satisfy their customers’ demands, needs and requirements. In
retail industry E marketing plays a vital role and helps in influencing purchasing and decision
making of their customers. E marketing is mostly done with the help of online challenges such as
social media, e-mail and many more in order to increase their customers interest within their
products and services. It is one of the main way through which retail industry organizations can
increase awareness about their products and services within their target market segment which
further helps them to achieve their desired marketing aims and objectives (Chong, Man and Kim,
2018). Not only this, e marketing has also provided retail industry organizations to enter into
global market and expand their business. This has also help and changed the way in which retail
industry organizations interact with their customers. Today most of the customers are using
internet for various purposes and because of which with the help of E marketing organizations
can easily get in touch with their customers. Due to advancement in technology many companies
are focusing on E marketing to fulfil their customers’ needs and desires, increase awareness
about their products and services. For retail industry organization It is extremely important to
focus on E marketing and focus on digital marketing strategies. This research project will focus
on retail industry organization and impact of E-marketing on consumer purchase decision
making.
Aim
Main aim of this research project is “To identify the impact of E marketing on consumer
purchase decision making. A case study on retail industry.”
Objectives
Main research objectives of this research project are as follows:
 To evaluate the role of E-marketing on consumer purchase decision making.
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 To analyse factors that impact on consumer decision making.
 To investigate impact of E-marketing on consumer purchase decision making.
Research questions
Main research questions of this research project are as follows:
 What are roles of E marketing on consumer purchase decision making?
 What are different factors that impact on consumer decision making?
 How can investigation the impact of E marketing on consumer purchase decision making?
Rationale
This topic has been chosen because of personal interest of the researcher in digital and
email marketing of retail industry organizations. It is an important topic to be focused on as
many organizations fail to understand direct and indirect impact of E marketing on consumers
purchase and decision making. Today importance of E marketing is increasing continuously.
Most of the organizations are focusing on implanting digital marketing strategies as it is helping
them to increase their overall sales and is also helping them to expand their business (Siakalli,
Masouras and Papademetriou, 2017). E marketing is directly associated with involvement of
customers in buying of products and services of the organization. This research topic is
important to be focused on as it will help in understanding consumer’s behaviour, purchasing
and decision making in terms of market success and increasing overall sales. This research will
also focus in understanding ways in which consumer’s decision making process is influenced by
brand reputation, digital marketing. This study lay emphasis on ways in which brand awareness,
brand reputation and ways in which e marketing has changed perception of customers towards
retail organizations as well as their products and services. With the help of this research retail
industry organizations can understand roles of E marketing on consumer purchase decision
making, factors that impact on consumer decision making. So, this research is important to be
done as it will help retail industry organizations to understand e marketing and bring required
changed within their marketing strategies.
Dissertation structure
Structure of dissertation includes all the elements that are included within dissertation and
way in which complete research study will be carried out.
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1. Abstract: Abstract consist of overall summary of the research project i.e. it reports aim and
objectives of the research in order to make readers understand what the study is all about. It
also provides an overview of all the methods that are used within a structure.
2. Introduction: This Chapter justifies the study and helps the researcher to provide an
overview of the research study by presenting aim, objectives, research questions, rationale,
significance and background of the study.
3. Literature Review: This chapter focuses on reviewing past work of other researchers that
have been carried out in this research area. This chapter also helps in exploring answers to
main research questions in a much better ways or it can also be said that it helps in building a
base to research study.
4. Methodology: This chapter provides and overview and justification of research methods that
are used by the researcher to complete the study.
5. Results and Discussion: In this chapter results of primary investigation and analysis will be
presented in order to answer the research questions. Analysis of primary data is one of the
most important part of the project as it helps in presenting overall results of the project in a
much better manner.
6. Conclusion and Recommendations: This chapter provides an overview of literature review,
results and discussion carried out within the dissertation. In this chapter overview of the
research project is given with errors and limitations faced by the researcher during the
project. Based on the findings of the project proper recommendations are also provided so
that recommendations for future study can be provided to other researchers who might want
to investigate this research topic further.
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CHAPTER 2: LITERATURE REVIEW
Introduction
Literature review can be defined as a kind of review in which various previous researches
that have been carried out in this research area are reviewed. It helps the researcher to enhance
their existing knowledge in the field of research and chosen research area (Erum, Rafique and
Ali, 2017). In this most of the Peer reviewed sources such as books, articles, journals and many
more are reviewed in order to gather information about the research topic. In this chapter various
research articles e marketing and consumer decision making process will be reviewed. Based on
the articles few research areas such as role of E marketing, factors that impact consumer’s
decision making and impact of e marketing on consumers purchase decision will be summarised
and discussed.
Theme:1 Role of E-marketing on consumer purchase decision-making.
According to the view of Siakalli, Masouras and Papademetriou, (2017) Today E
commerce, online shopping is continuously increasing which is further helping organizations to
increase or expand their overall business. This is increasing importance for the companies to
bring changes or development within their marketing techniques. E marketing is one of the most
commonly used technique which is help the organizations to increase awareness about their
products and services among their customers. E marketing is further helping the organizations to
strengthen their relationship with their customers and achieve their desired marketing aim and
objectives. It is a process through which companies can exchange or share their products, ideas
and services with their customers that can further help them to satisfy both companies and
customers goals, needs and desires (Chong, Man and Kim, 2018). E marketing is one of the
strategy which is focused on by most of the organizations. Due to advancement in technology it
has become one of the most important factor to be focused on for the organizations’ so that they
can enhance their relationship with the customers. This technological advancement has impacted
buying behaviour and decision making process of customers. Marketing of a product or service
of an organization helps them to increase awareness among their customers so that they can get
to know their products and services, innovation brought by the companies and many more. It has
also helped organizations to bring innovation within their product, increase their customer base,
get to know their consumers’ needs in a better manner which has further impacted purchase
decision of their customers. Siakalli, Masouras and Papademetriou, (2017) further explains that,
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there are various channels though which E marketing can be done by an organization such as:
search engine marketing, email marketing, interactive marketing, pay per click marketing and
many more. These challenges help an organization to reach to their customers in a better manner.
It also helps them to grab attention of their customers so that they can increase awareness about
their product. Most of the organizations still uses traditional methods of E marketing however it
has risen and various other ways have been developed that are require prominent for the
companies to be used and expand their business.
As per the view of Shabani, Munir and Hassan, (2018) E-marketing is similar to internet
marketing but it has a broader meaning as it includes digital media as well as management of
organizational relationship with digital customers and their data. This has increased importance
of E marketing especially for retail industry organizations. According to a survey it has been
observed that in past 10 years E marketing has increased drastically as it is quite beneficial for
organizations as it is quite cost effective, can increase access for organizations to reach to their
global customers, it is less time consuming, interactivity with customer’s increases, helps
organizations to gain competitive advantage and many more (Shabani, Munir and Hassan, 2018).
Another benefit that E marketing has provided to retail industry organizations is that it has
helped to increase availability of their products for their customers, helped in understanding
issues faced by their customers which has further helped them to bring improvement within their
products and services in a between manner in order to fulfil their needs and desires in a better
manner. This has majorly impacted purchasing or buying decision making of their customers.
Theme:2 Determine the factors that impact on the consumer decision-making.
According to the view of Seddighi, Sharifi and Seddighi, (2018) Different kinds of
consumers have different, needs and desires. In order to understand their decision making
process first of all it is important to understand what are the factors that can impact their decision
making process. There are various factors that can affect or impact consumer decision making
process. Consumer buying decision making is majorly affected by many factors. Marketers are
required to understand and evaluate ways in which consumer’s behaviour is impacted because of
these factors that can impact their decision making in future. Consumers might not even realize
impact of these factors on them but marketers can understand and evaluate its impact on
customers by analysing its effect on them. Seddighi, Sharifi and Seddighi, (2018) further
explains that one of the main factor that impact on the consumer decision-making is social
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factors. It is one of the main and prominent factor that influence decision making as all the
consumers have one or the other person around them who can influence their decision making
whether they are family, reference group or anyone else. Every customer belongs to one or the
other group who can, not only impact their decision making but can also change or impact their
perception towards a product or a service. These groups develop an environment for the
customers which can impact their values, perception, personality etc. towards a thing. It has been
observed that customers who carries out or develops a brand perception within their early adult
hood can carry out the same perception throughout their lives. Social factors develop a
behaviour, personality and behaviour or customers that further impact their decision making
process.
As per the view of Zhang, Zhao and Gupta, (2018) there are many other factors other than
social factors that impact consumer decision making. Personal factors are one of them,
consumers age and their life-cycle stage affects their buying decision making. Personal factors
distinguish each customer from one another. These factors affect overall behaviour of the
consumers. Due to personal factors customer’s brand choice, their values, believes within the
product gets affected in many ways. Other than this, there are various psychological factors that
can impact consumer’s decision making. Some of the most common psychological factors are:
perception, motivation, beliefs, attitude and learning. When a consumer starts recognizing their
surroundings, and belongingness their psychological need arises. Organizations can focus on
fulfilling psychological needs of their consumers and can focus on motivating them so that they
can impact their decision making. Zhang, Zhao and Gupta, (2018) further explains that, study
and influence of these factors on customer’s behaviour can help the organizations to underline or
develop their own factors that can impact decision making process of their customers. Marketers
need to analyse impact of these factors on customers and focus on motivating their customers in
order to attract them towards their products or services.
As per the view of Sarkar, Khare and Sadachar, (2019) in order to understand behaviour
and attitude of customers, marketers should focus on marketing campaigns organized by the
organization, economic condition of the market, personal preference of the customers, group
influence on the customers and purchasing power of the customers. These factors can directly
help the organizations to understand decision making pattern of their customers. Marketing
campaign impacts decision making of customers drastically. Many times these campaigns also
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help the organizations to not only grab their consumer’s attention but also helps them to gain
competitive advantage as well. Many times economic condition of the market also influences
decision making of customers. It majorly impacts retail industry customers and their decision
making. Understanding of these factors can help retail industry organizations to influence their
consumer’s decision making and their consumers behaviour towards the brands and its products
and services.
Theme:3 Impact of E-marketing on consumer purchase decision-making.
As cited by Karimi, Papamichail and Holland, (2016) explains that, E marketing have
both positive and negative impact on customers purchase decision making. Various kinds of
survey’s or studies have taken place that clearly explains impact of E marketing on consumers.
But most of the under developed or developing countries have less effect of E marketing on
customers. In such countries still traditional way of marketing is more prominent as compared to
E marketing. However, E marketing is mostly impacting customer’s decision making in positive
manner there are quite few factors that can impact negatively on customers purchase decision
making. E marketing has helped the customers to fasten their research process i.e. researching
about a product or a service before purchasing it as all the required information is directly
received the customers that impacts their overall purchase decision making in a positive manner.
Most of the customers focus on purchasing products or services online after conducting a proper
surgery or research about a particular product or service. E marketing done by the organizations
helps in clarifying all kinds of doubts faced by customers in fact it also helps in developing a
positive perception about the product among their customers that further impacts overall
purchase decision making of their customers.
Further, as elaborated by Widodo, Yusiana and Anggi, (2017) says that, If E marketing is
not done in an appropriate manner is organizations do not focus or lay much emphasis on E
marketing done by them then it can impact customers purchase decision making negatively as
well. One of the main drawback that E marketing has is that anyone can provide their reviews
about product or service whose E marketing is done. Negative reviews about a product can
impact overall perception of customers towards a product or service which can further impact
their purchase decision making for a product or a service. Another factors because of which E
marketing can negatively impact purchase decision making of consumers is extensive E
marketing done by competitors of an organizations. If E marketing done by competitors is much
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better, than it can portray products and services of the organization in a negative manner or less
appropriate. This factor can also impact purchase decision making of customers. Other than this
mostly E marketing positively impact decision making of customers. Widodo, Yusiana and
Anggi, (2017) explains that various kinds of survey have been conducted that clearly explains
that E marketing has least amount of risk and maximum profit to the organizations as most of the
times it successfully influences or changes overall perception of the consumers for the services
or products of the companies which can further impact purchase decisions taken by the
customers.
Summary
From the above literature review it has been summarized that E Marketing is one of the
most common technique which is used by retail industry organization in order to increase
awareness about their products and services with their customers and enhance their overall sales.
E marketing is also helping organizations to strengthen their relationship with their customers.
Using E marketing companies have understood their customers’ needs and desires in a much
better manner which has further helped them to bring improvement with their products in a better
manner. It has helped in influencing customer’s decision making process as with the help of this
technique organizations have succeeded in grabbing attention of their customers in a much better
and enhanced manner. As per the literature review there are various kinds of factors that can
impact overall decision making process of the customers. It is important for marketers to
understand those factors and their impact on customers so that they can work on developing a
technique that can further help organizations to influence decision making process of their
customers. One of the technique that can impact customers purchasing decision making process
is E marketing. This research project completely fits into this literature review. This literature
review has also helped in developing a base of research that can further help in answering main
research question i.e. impact of E marketing on consumer purchase decision making.
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CHAPTER – 3 RESEARCH METHODOLOGY
In a research process different research methods and processes are used by the researcher
in order to develop better knowledge related to the topic of research. The selection of the
research methodology is completely dependent on the Aim and Objective of the research work.
Research methodologies provides the research guidelines and complete outline of the research
work that will be followed in the research work. This is chapter will be consists of information
about various research processes and methods that are used in the research project to make it
more relevant and reliable to derive better result. This chapter will be categorised in various sub
points that will provide brief information about the research methods that are used in the research
process. Ethical consideration, Data Analysis, Sampling, Data collection method, Research
philosophy, Research Approach and Research Design used in research project will be explained
in this chapter. It is necessary for scholar to identify effective and proper research methods. this
is because it enables in proceeding in step by step method and conducting study. Moreover, it
gives insight to user on what types of methods are been used and how data is gathered, analysed
and outcomes are obtained. Furthermore, user is easily able to analyse things and then
accordingly interpret data. By following this framework, it is easy to evaluate each method used.
In addition to it, the methodology makes it easy to consume less time and cost as methods are
already known. Similarly, for present study scholar will also use various methods which are
defined as below :
Research Type
In a research [process different considerations are made by the research er in order to
complete the research work efficiently. Research type can be explained as careful consideration
about the study regarding a particular topic that is selected by the researcher for research work.
To effectively define, describe, predict, explain and control the approaches researcher have to
selected particular research type in the research process. There are two main research types are
selected by the researcher to develop better result for the research work. These two research type
are quantitative research type and qualitative research type (Kumar, 2019). The quantitative
research type is define as systematic process of method of investigation that is used by the
researcher to collect numerical data related to the research topic. In this process systematic
research approach is used by the researcher to collect mathematical data though the
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computational techniques. There are different research processes and methods can be used by the
individual person to collect numerical or measurable data related to the research topic. There are
different benefits of using quantitative research type in the research project. Quantitative
research provides more accurate and precise data that can be analysed through different tools and
techniques. The result that is derived from this type of research is high accurate and precise. This
process is also time efficient. The techniques used in this process help the researcher to generate
quick result. The scope of data analysis is also wider and reliable. The other research type that is
used in research process s known as qualitative research. It is defined as the general research
method that is used by the researcher to obtain open ended data related to the research topic. The
data that is mainly collected in the data collection process is mainly of theoretical. This type of
data can be collected through asking question to the people who have some knowledge regarding
particular topic of they are authorised to share specific information. In this research project
qualitative research type is used to develop better result based on different theories. This will
provide better understanding to the reader.
Research Design
The research design is a strategy which enable scholar to achieve the aims and objectives.
also, it is useful in analysing various elements of research and then do study in logical manner.
through that, it is easy to convert, collect and analyse data in proper way. Basically, there are
commonly three research design that are descriptive, experimental, and exploratory. Usually,
descriptive is used for describing things and making it easy to conduct study. The research
design in the research work is mainly designed as the process where research performs various
activities to found the conclusion or result of the research work. Mainly this is a set processes
that are used by the researcher to answer the research questions that are need to be addressed in
the research project. Research design also can be considered as the systematic framework that is
used by the researcher. This process help the researcher to select various other processes and
methods that can be implemented in the research process to draw better conclusion. There are
different research designs are used in the research project to keep research project stick to the
topic (Creswell and Poth, 2016). Main research designs that are used in the research designs are-
Descriptive research design, exploratory research design and casual research design. Descriptive
research design is explained as a research process that provide the brief description of
characteristics of particular phenomenon related to the research topic. Main advantage of the
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descriptive research design are- effective for theoretical information and knowledge, this
research design helps the researcher to observe various principle in natural and unchanged
environment. This is known as opportunity to integrate two different type of data in same
research topic. As name shows exploratory is a design where more knowledge and info is
collected. the main goal is to gain an understanding of research topic in depth and find out new
theories and concepts. in addition, the design allows in reviewing and evaluating more data.
hence, it is easy for scholar to use this in study. Exploratory research design can be explained as
process in which nature of specific problem or topic is studied in order to find better solution.
This process can help the researcher to consider specific project related topic to develop accurate
result for problem. Main advantage of exploratory design are- this is a time efficient process. By
this process investigation related to the particular problem can be made more accurate. The
casual research design is used to analyse specific problem or issue. This research design is used
by the researcher to find pattern and relationship between various variables of research process.
Main advantage of casual research design are- This design can be used as the instrument to find
the reason behind different range of methods and processes. Alongside, in conclusive design the
emphasis is on reaching for conclusion. the data and info is gathered only to reach for
conclusion. besides that, there are two sub types of design in it which is casual and descriptive.
the descriptive is used to focus on particular topic or research question. in this specific research
area is identified and then only study is conducted. But on other hand, casual design determines
the relationship between cause and effect. thus, the data is collected accordingly. It provide the
advantage of replicating in necessary conditions. In this research project exploratory research
design has been used to provide better result for the research.
Research Approach
Research approach can be explained as a plan or a process that is used by the researcher
to complete the research process. There are various assumptions and methods are used by the
researcher and the researcher approach helps the researcher to implement various steps that are
important to complete the research work with high effectiveness. In the research work different
research approaches are used by the researcher to develop better result in the end. Mainly three
research approaches are used by the researcher in the research projects are- Inductive research
approach and deductive research approach. Selection of the research approach is based on the
requirements and needs of the research project. Inductive research approach can be considered as
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reasoning that mainly starts with theories and observations. The main advantages of the inductive
research approach are- This approach help the researcher to consider all the probabilities in order
to complete the research work efficiently (Tuffour, 2017). The initially this research approach
starts with observation so these research approach can provide better result related to the topic of
research. Deductive research approach can be explained as process that mainly explores the
phenomenon and test that are already known. This also can be consider as the approach where
the known theories and processes are used by the researcher to develop new hypothesis in order
to draw the research topic. There are some advantage of deductive research approach that can
improve the effectiveness of the research. The main advantage of deductive research approaches
are- the measures considered in the research process can be measured quantitatively. This can
help the researcher to find generalised solution for particular research problem. The abductive
research approach can be explained as the approach that is used by the researcher to address the
issues and weaknesses of the inductive and deductive research processes. This research approach
can be used to develop better prediction for the research project. For this research work inductive
research approach will be used to develop new theories that are based on the collected
knowledge and information.
Research philosophy
Research philosophy are used by the researcher to complete the researcher with particular
mind set. Generally this can be considered as the process where particular mind set which is
prepared by the researcher to perform all the actions that are required in the research process.
There are different research philosophies are used by the researcher to develop research work
with high reliability and well directed research work which is focused in the research aim,
objective and research questions. The research philosophies that are mainly considered by the
researcher are- Positivism, interpretivism and realism. These are mostly selected by the
researcher to produce better and effective result from the research work. Interpretivism
philosophy can be explained as process where collected data is interpreted in order to develop
different theories and result of the result. This approach helps the researcher to used the collected
data to as per the requirement of the research work. Positivism research philosophy can be
explained as philosophy where the mind set of the researcher is focused on the specific research
topic and interpret the data as per the research questions (Fulford and Hodgson, 2016). This is
effective approach to address the research question of the research work. Realism research
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philosophy is known as research mind set of researcher where all the theories and data selected
by researcher in the research process is suitable in real conditions. For this research project
interpretivism research philosophy is used to effectively conclude the collected data as per the
aim of research project.
Data collection method
Data collection process can be explained as methods which is used by the researcher to
collect data which is associated with the research questions. Mainly two type of data collection
are used in the research process which are primary and secondary data collection techniques. the
data collection is most crucial in research project. this is because it helps in gathering data. it is a
process through which data is collected from relevant and authentic sources. also, it includes
gathering of facts, statistics, etc. and then analysing and evaluating data in effective and proper
way to obtain outcomes. besides, the data collection enables in obtaining accurate and precise
info from various sites, articles, journals, etc. moreover, data needs to be properly gathered so
that aims and objectives are achieved. Commonly, there are two types of data collection methods
primary and secondary. Primary data collection process is known as process where different
primary sources of data are used by the researcher to collect information regarding the research
topic. Mainly the primary sources that are considered by the researcher are people who possess
information that is related to the research topic. in primary one first time data is gathered through
various techniques. Only that data is gathered which is not been processed earlier. However,
various techniques are interview, survey, questionnaire, etc. Thus, use of techniques depends on
type of data that is gathered and sample size. besides, data gathered varies on basis of technique
chosen. There are many advantage of the primary data collection process which are-this sources
can provide information about real conditions regarding the research work. The accuracy of the
collected data is high (Ward and Zambone, 2020). On contrary in secondary data collection
method previous data is gathered. It is from secondary sources that are journals, articles,
moreover, data is first of all reviewed and then analysed. this makes it easy for scholar to search
and collect data. in this inclusion and exclusion criteria is followed in selecting of articles and
journals. basically, concept of secondary method is based on theoretical aspect as only theory
and concepts related data is obtained. The level of control over information is too high. The
information that is collected from the primary sources is based on current information. In the
secondary data collection process. Sources that are included in the research processes are based
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on primary data sources. Mainly in secondary data collection process includes books, articles,
journals, blogs that are developed by the primary sources. This is how these source of
information are used by the research process to develop knowledge. In this research process
primary data collection process has been selected by the researcher. in this study, scholar will use
both primary and secondary methods will be used to gather data. through that it will be easy to
obtain specific and precise data and achieve aims and objectives. Here, secondary data will be
collected from articles, journals, and for primary data researcher will use questionnaire in order
to gather data and info.
Sampling Process
Sampling process in the research project is known as the method that is used by the
researcher to select the few numbers of people from the large customer base in order to get
generalised thinking of a large population. These people who are selected in the research process
for data collection. In order to collect data, it is necessary for scholar to select sample from
population. sampling is process of segregating and dividing population on basis of several
criteria and factors. so, from that it becomes easy for scholar to target right people and then
chose them for the research. Furthermore, filtering is applied in this procedure. generally, two
techniques are used here that is probability and non probability. There are two type of sampling
are preferred by the researcher to select the people for data collection process. These process of
sampling are probability sampling and other one is non probability sampling. These both
sampling process can be used in the research process. Probability sampling is process where each
person in all population have equal change to get included in the research process and non
probability sampling is a process of selecting people where the selection of people is based on
the choice of researcher. In probability method the chances of getting selected is equal and
various other techniques are available as well like stratified, cluster, random, etc. Here, each
method differs as per its types and is applied in different way. Apart from it, in non probability
chances of getting selected of each sample is inequal. in this there are certain techniques such as
snow ball, convenience, and many others. For these research work probability sampling is used
(Taherdoost, 2016). The specific process that is used in the research process is simple random
sampling. In this process 30 respondents will be selected form organization to get specific
information about operations of company regarding E marketing. The main benefits of simple
random sampling are- it reduces the biased data collected from respondents. Provide more
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accurate and reliable information regarding research topic. By this process influence of various
factors on respondents can be avoided.
Data Analysis
This is a significant element in research methodology. it is a method in which several
steps are included to interpret and analyse data to obtain outcomes. However, as entire study
results are based on it so scholar has to interpret data in appropriate way. Also, in order to obtain
desired and relevant results proper and correct technique must be used. so, there are different
data analysis technique available which can be used in it. But it depends on nature and type of
study that what technique is preferred or suitable for it. Furthermore, the researcher must have
adequate knowledge about various data analysis techniques to be used. this is because it will be
useful in carrying out results and generating outcomes accordingly. Moreover, use of technique
also depends on qualitative and quantitative data collected. Various tool and techniques that are
used by researcher to analyse the data that is collected in the research project. The selection of
the specific tool and technique are based on the type of data that is collected in the research
process. As in this process qualitative data is collected. So, in the research project thematic data
analysis process will be used to draw effective result for the research project (Clark and Tomato,
2017). There are some advantage of thematic data analysis process that can improve the
accountability of research work and help the readers to develop better understanding about the
research work. This data analysis technique provides that capability to the researcher to analyse
data on vast perspective to develop effective result.
Limitations: The current study that has been performed by researcher has several
limitations. There was less amount of time to collect the data related to consumer decision
making linked with E-marketing. It was also analysed that participants were biased and there was
low resources through which end results can be obtained. Also it was a time consuming study.
However, the data gathered is qualitative and theoretical so it provides info about concepts and
theories. Data does not provide full information related to theories and concepts that has been
used in study. Also it was difficult to communicate with participants about their experience
related to E-marketing.
Ethical consideration: It is basically the moral principles which needs to be followed by
researchers when they are engaged in conducting research. They must make sure that It has been
analysed that for researchers, it is really necessary for them to collect data by following proper
15

code pf conduct (Bresler and Stake, 2017). This will assist them in making their research process
better. It is really essential for researchers to make use of ethics while completing the research,
this will assist them in building up the trust of participants. Researchers also needs to get
involved in making sure that no value, belief, attitude of people is being hampered when they are
engaged in conducting research. This will assist them in gaining trust of participants. Also it will
also researcher to get more useful and precise information that can assist them in analysing facts
and figures. It is really essential for researcher to follow proper code of conduct. They must
make sure that no personal information of participant is leaked as this can hamper the through
process of individual participant. So proper ethical procedures need to be followed. This will
assist researchers and scholars in reaching out the end result easily and firmly.
 Researchers must make sure that every participant involved in collecting of information
takes part voluntary, they are not being forced.
 Researchers also need to keep all the information confidential, no private data of
participants is being leaked.
 Researchers also needs to make sure that all participants are been entered into the process
of research through their own will. This will assist scholars in gaining trust.
 It has also been analysed that researcher needs to be honest and transparent. They must
make sure that all relevant information is been passed to participants.
 All the decisions which is being taken by researcher needs to be according to their will
and consent. This will assist researcher in increasing the satisfaction and experience of
participant.
 It has been analysed that researchers needs to make use of open communication so that
transparency and honesty can exist. This will help scholars in making collection of data
look more authentic and reliable.
 Researchers needs to make sure that all personal data of participants is been kept
confidential and private. If not done, then participants might feel offended.
 All the activities that is being performed by researcher needs to be reliable so that goals
and objectives of researchers is being achieved by scholars.
 Researchers also needs to maintain the highest level of objectify so that they can be able
to gain more trust of participants.
16

CHAPTER 4: RESULTS AND DISCUSSION-2500
What was your buying experience through online channels?
 Good
 Bad
 Disappointed
How often do you buy through E-marketing channels?
 Frequently
 Selectively
 Not sure
What products have you purchased online?
 Food
 Clothes
 Jewellery
 Other material
What do you feel are the benefits of purchasing through E-marketing channels?
 Easy to purchase
 Require less time
 Have so many options available
 Other answers
How often you have visited the online channels?
 Once a week
 Regularly
 3-5 time in a week
Do you feel purchasing online helps you save cost?
 Yes
 No
Do you feel consumer trust is maintained through E-marketing?
 Yes
 No
Do you feel information of consumer is not leaked through online channels?
 Yes
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 No
Buying experience through online channel
Frequency Percent Valid Percent Cumulative
Percent
Valid
good 21 55.3 70.0 70.0
bad 4 10.5 13.3 83.3
disappointing 5 13.2 16.7 100.0
Total 30 78.9 100.0
Missing System 8 21.1
Total 38 100.0
Interpretation: On the basis of above data, effectiveness of online channels can be measured
which are being used by many people. From the above data, it can be said that many of the
people think that buying experience through online channel is beneficial as well as good for
them. Total validity percentage of good buying experience through online channel is 70.0 out of
100. Majority people or customers believe that online channels has made several changes, so
they feel that it has a good experience for them. On the other hand, 13.3 percentage of people or
customers believe that buying experience through online channels like instagram and other
platforms have some bad impacts. They think buying experience of them from online channels
was bad and it has several negative impacts. There were 16.7 % people who believe and
interpreted that buying products and services through online channels rather buying them offline
have disappointing experience. They felt disappointing buying experience via online channels.
Overall, it can be said that majority of customers feel that buying products via online channels
give them good experience which means E-marketing is good in this context.
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Often buy through E-marketing channel
Frequency Percent Valid Percent Cumulative
Percent
Valid
Frequently 21 55.3 70.0 70.0
selectively 4 10.5 13.3 83.3
not sure 5 13.2 16.7 100.0
Total 30 78.9 100.0
Missing System 8 21.1
Total 38 100.0
Interpretation: From the above data, people behaviour can be identified in regard to online
buying by knowing that how often they buy products and services via online. So, in this context,
from the above data, it can be said that out of total people 70.0 % of people out of buy products
and services via online most of the time and frequently. So, it can be said that most of the people
prefer to buy their groceries and others products via online as it saves their time as well as cost.
Whereas, 13.3 percentage of people out of all said that they buy products via online selectively.
It means 13.3 % of people believe that buying products via online selectively and sometimes is
good for them. On the other hand, 16.7 percentage of people interpreted that they are not sure
about it as they are confused so can not give specific answer as whether they buy products
frequently or selectively. So, overall it can be said that majority of people buy products and
services via online channels frequently and highly dependent on it.
Products purchased online
19

Frequency Percent Valid Percent Cumulative
Percent
Valid
food 7 18.4 23.3 23.3
cloths 15 39.5 50.0 73.3
jewelry 4 10.5 13.3 86.7
other 4 10.5 13.3 100.0
Total 30 78.9 100.0
Missing System 8 21.1
Total 38 100.0
Interpretation: On the basis of above data, the type of product and services is being identified
which customers buy the most. The most purchased product via online is being identified. So, in
this regards, it can be said that 23.3 percentage of people buy food products via online. On the
other hand, 50.0 percentage of people or majority stated that they often and mainly buy cloths or
apparel via online. Whereas, there were 13.3 percentage people said that they purchase
ornaments or jewellery via online. Other and remaining 13.3 percentage people were said that
they buy other types of products and services like books, electronics, toys and others. So, it can
be said that clothing is one of the main sector or cloths is one of the main type of products which
are being purchased online by customers and many of the people. After that. Food products are
on the 2nd number which are being delivered as well as purchased by customers via online.
Benefit of purchasing online
Frequency Percent Valid Percent Cumulative
Percent
Valid
Easy to purchase 12 31.6 40.0 40.0
Require less time 6 15.8 20.0 60.0
Have so many options
available 10 26.3 33.3 93.3
Other answers 2 5.3 6.7 100.0
Total 30 78.9 100.0
Missing System 8 21.1
Total 38 100.0
20

Interpretation: From the above data, some benefits and reasons of online shopping is being
identified. There are several benefits and reasons as why people frequently buy products via
online channels. One of the most important benefit or reason of purchasing products and services
via online channels is ease. Majority or 40.0 % of people interpreted that they feel ease when
they buy products and services via online channels. They feel ease to purchase as they do not
have to go to several shops as they only have to search for products and services which they want
to buy, and they get same features of products and services. In addition, it can also be said that it
saves their time as well as cost. On the other hand, 20.0 percentage of people said that online
shopping and buying products via online require less time. They feel that buying products via
online channels save their time. On the other hand, 26.3 percentage of people interpreted that
they get several options when they buy products via online. While the least number of people
gave other answers as it saves their time and others.
Purchase online save cost
Frequency Percent Valid Percent Cumulative
Percent
Valid
yes 23 60.5 76.7 76.7
no 7 18.4 23.3 100.0
Total 30 78.9 100.0
Missing System 8 21.1
Total 38 100.0
Interpretation: It is stated that people buy products and services via online channels due to
several reasons. Saving time, cost, availability of options are several reasons as why people
prefer to purchase clothing, food and other types of products and services online. One of the
main reason which is being identified from the above data is cost effectiveness and cost saving.
Different people have different views regarding this. So, from the above data it can be said that
majority of people or 76.7 percentage people believe that buying products via online channels
save their cost. They also said that they do not have to go to different shops which save their
21

travelling cost as well as several online channels provide qualitative products at affordable
prices. On the other hand, 23.3 percentage of people stated and said that they do not think that
buying products and services via online channels save their cost. They believe that online
channels and E-marketing companies charge high when they provide products online.
Consumer trust is maintained through e-marketing
Frequency Percent Valid Percent Cumulative
Percent
Valid
yes 14 36.8 46.7 46.7
no 16 42.1 53.3 100.0
Total 30 78.9 100.0
Missing System 8 21.1
Total 38 100.0
Interpretation: From the above data, effectiveness of E-marketing is being identified in the
context of consumer. From the above data, 53.3 percentage of people or customers' products
online belief that E-marketing companies do not focus on maintaining consumer trust. In
addition, they also stated that sometimes they do not get actual products which are being
uploaded and displayed on online platforms. Somehow they feel cheated when they buy products
via online channels. On the other hand, 46.7 percentage of people believe that E-marketing
companies maintain consumer trust. They also said that they have felt valued and motivated
when they buy products and services via online channels. Overall, it can be said that majority of
people believe that consumer trust is not being maintained by E-commerce and e-marketing
companies as they only focus on increasing sales and profit. It is one of the negative impact
which online companies are having on consumers' buying decision.
Factor that influence people to buy goods online
Frequency Percent Valid Percent Cumulative
Percent
Valid less expensive 7 18.4 23.3 23.3
22

discounts 13 34.2 43.3 66.7
compare different brands 6 15.8 20.0 86.7
free delivery 4 10.5 13.3 100.0
Total 30 78.9 100.0
Missing System 8 21.1
Total 38 100.0
Interpretation: From the above data, some factors are being identified which influence people
to buy products as well as services via online channels. There are several factors which are being
considered by people and influence them to buy products via online. So, from the above data and
validity of percentage, it is stated that 23.3 percentage of people said that they feel that buying
products via online is less expensive for them. They feel that it is cost effective for them if they
buy products via online. On the other hand, 43.3 percentage of people said that discount is one of
the main factor which influence them to buy products and services via online. It is one of the
main factor which are being considered by customers while buying products via online. Other
20.0 percentage of people said that they can compare different brands while buying online
products. There are several companies who have all informations about their products so, it
becomes easy for customers to compare products and select the best one. Whereas, 13.3
percentage people said that free delivery is one of the main factor which influence them to buy
products via online.
Issues associated with online purchase
Frequency Percent Valid Percent Cumulative
Percent
Valid
Data leakage 21 55.3 70.0 70.0
poor quality material 7 18.4 23.3 93.3
Poor customer service 2 5.3 6.7 100.0
Total 30 78.9 100.0
Missing System 8 21.1
Total 38 100.0
23

Interpretation: From the above data, some issues are being identified which are associated with
online purchasing. There are several benefits of buying products via online but on the other hand,
there are some issues and problems occur when people buy products via online channels. From
the above data, one of the main issue which majority of people or 70.0 percentage people believe
is data leakage. They said that while buying products via online channels they have to give
several personal informations and sometimes these informations get leaked. So, it is one of the
main issue which occur while buying online products. On the other hand, 23.3 percentage of
people said that quality is one of the main issue which they face and associated with online
purchase They said that sometimes they get poor quality of products and services in online
shopping. The least number of people or customers said that poor customer service is one of the
main issue which is being associated with online purchase.
Social sites influence buying decision of consumers
Frequency Percent Valid Percent Cumulative
Percent
Valid
yes 23 60.5 76.7 76.7
no 7 18.4 23.3 100.0
Total 30 78.9 100.0
Missing System 8 21.1
Total 38 100.0
Interpretation: From the above data, it is identified whether social sites influence consumers'
buying decision or not. There are several E-marketing companies and online sites which provide
online products and services to customers at affordable prices. 76.7 percentage of people
interpreted that social sites have influenced them and their buying decision in the context of
buying online products and services. Validity of percentage in this regard is 76.7 which shows
that majority of people believe that social sites influence their buying decision as it engage them.
24

On the other hand, 23.3 percentage of people said that social sites do not influence their buying
decision. So, from the above, it can be said that E-marketing companies have ability to influence
consumers buying decision by providing some features and benefits to them and attract them to
purchase their products and services online. Majority of people rely on social media ans its sites
to buy products and the least number of people still believe that social sites do not influence their
buying decision so, they do not rely on them.
T-Test
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the
Difference
Lower Upper
Social sites influence buying
decision of consumers 15.703 29 .000 1.23333 1.0727 1.3940
Issues associated with online
purchase 12.173 29 .000 1.36667 1.1370 1.5963
Result or interpretation: On the behalf of given answers by people in the context of issues as
well as influencing power of social sites relationship and correlation can be identified. It can help
in accomplishing the main goal of identifying impacts of E-marketing on buying decision-
making making of customers. So, from the above it can be said that the relationship between
social media and consumers buying decision as well as effectiveness is positive and strong.
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
From the above study it has been summarized that e-marketing has a huge impact on the
consumer decision-making. It has been analysed with the increase in the use of internet so many
25

of consumers has been engaged in buying goods and services online. There are various
marketing activities that is being conducted by retail organizations in order to increase the sales
of their product. Thus, it has also assisted them in enhancing the revenue and sales of business.
Marketing activities that has been conducted by firm are changing behaviour of consumer.
However, the business must be aware of customer values, attitudes, and beliefs that impact
conducting digital marketing campaigning. E-marketing has basically been taken as
interconnected applications that support firm in increasing the sale of product through online
channels.
It has been analysed from report that purchasing through E-marketing channels is really time
saving for consumers. It has assisted them in spending their time in more productive aspects. E
marketing is further helping the organizations to strengthen their relationship with their
customers and achieve their desired marketing aim and objectives. It is a process through which
companies can exchange or share their products, ideas and services with their customers that can
further help them to satisfy both companies and customers goals, needs and desires. This process
has also assisted retail organizations in attracting more consumers and also retaining them as this
a really flexible method of engaging consumer in organization. There are various channels which
has been used by retail organizations to increase their sales and revenue like social media
websites, company personal site, paid advertising. This has supported company in laying impact
on consumer decision making. Various retail organizations have made use of E-marketing
channels like developing social media channels for advertising their products and services. They
are offering huge variety to consumers online. This has assisted firms in increasing liking of their
products. Also advertising through these methods are really cost efficient, and also assist firm in
increasing their operational efficiency. These channels have also assisted organization in
achieving short term as well as long term goals and objectives. It has supported them in growing.
It has been analysed from the report that there has been a rise in various retail
organizations making use of E-marketing channels to attract consumers (Kumar, 2019). While
attracting consumers through social media channels they make sure that no personal and
confidential data has been leaked and they maintain confidentiality so that consumers trust can
be gained. Thus, it has assisted various retail organizations in achieving their short term as well
as long term goals and objectives. It has also helped them in growing. Various retail
organizations have been engaged in developing their brand through E-marketing channels. It has
26

assisted the firm in engaging consumers so that the sustainable results can be obtained. It has
bene analysed from the report that E-marketing is one of the most important concept that can be
utilised by various retail organizations to lay positive impact on consumer decision making.
Consumers can select the product online according to their needs and demands. This can assist
them in creating consumer loyalty which is really necessary for growth of retail organizations.
There are various factors which is laying impact on consumer decision making. Like for example
E-marketing channels increases the cost efficiency. Price has been the main factor laying impact
on decisions of consumers. It is one of the most important attribute which is visible and
dominant. It has been analysed that various retail organizations are being engaged in providing
the high quality of products and services online. They are also providing them with high choices.
It has also been analysed that various retail organizations have been involved in developing
E-marketing strategies so that marketing efficiency that makes up the value to the business in
comparison to traditional marketing. It is really challenging for organizations to develop the trust
through advanced technology. E-marketing assists in developing positive experience of
consumers, they can also post up their reviews and feedback online which can assist company in
reducing the gaps which has been seen in their services. This can assist firm in growing and
achieving their ultimate goals and objectives. It has also been analysed from the report that there
are various advantages related to E marketing. It has provided to retail industry organizations is
that it has helped to increase availability of their products for their customers, helped in
understanding issues faced by their customers which has further helped them to bring
improvement within their products and services in a between manner in order to fulfil their needs
and desires in a better manner. They have also been working in improvising quality of their
goods and services by getting feedback from online channels. This has laid positive impact on
consumer buying decisions which has been really necessary for growth of retail organizations.
Consumers can also provide online suggestions to retail organizations. They can implement all
innovative and creative changes by taking assistance from consumers through online feedback.
They can also attract lots of customers which can support retail organizations in achieving gaols
and objectives.
It has also been analysed from the report that various retail organizations have been engaged
in making use of social media channels in order to increase their brand reputation and equity. It
has also been analysed that attracting consumers through E-marketing channels are really cost-
27

efficient (Taherdoost, 2016). It can support firm in investing in other productive aspects, that can
help them in diversifying their business. The social media marketing has been developed for
capturing the interest of target audience. It has helped firm in achieving their short term as well
as long term goals and objectives. It is really necessary for growth of firm. Various retail
organizations are also being engaged in communicating with consumers through E-marketing
practices. This has also made their communication more effective and easy. The retail
organizations have been able to interact easily with their target consumers. It has also become
easier for company to take ideas from consumers which can also be implemented to bring out the
new and innovative changes in products and services that is being sold out by firm.
It has been analysed from the report while promoting products and services through E-
marketing channels various retail organizations also make sure that no personal information of
consumer is been leaked. This can assist them in gaining trust of consumers. Thus, it has helped
various retail organizations in meeting out the marketing objectives. The main role of digital
marketing is to develop an effective digital marketing strategy so that consumers can be attracted
firmly and value can be added. It also assisted them in increasing the consumer satisfaction. It
develops brand attitude and decision making of consumers. Many marketers have been engaged
in making use of E-marketing channels for doing marketing campaigns. It has also been analysed
from the report that through online platforms various retail organizations has been involved in
building up better relationship with consumers which is really necessary for growth of firm. It
has also assisted them in growing and achieving their goals and objectives. Digital marketing
channels also support various retail organizations in build up their brand equity and reputation.
This has assisted them in creating consumer loyalty and belongingness, it is really necessary for
growth of firm. It has also build up their brand value. Through E-marketing organizations also
engaged in providing high choice to consumers. They also make sure that company provides
high quality of products at low cost. This can assist them in retaining consumers and also
assisted them in achieving goals and objectives. It has also been analysed from the report that E-
marketing has helped various retail organization in keeping the information of consumers
private. They make sure that no personal data of customers are been leaked. This has assisted
them in increasing consumer loyalty and has also supported firms in growing. It has also
supported them in achieving their ultimate goals and objectives. It has been observed that
28

customers who carries out or develops a brand perception within their early adult hood can carry
out the same perception throughout their lives.
29

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