A Study on Digital Marketing's Impact on Maruti Suzuki Consumers

This report investigates the impact of digital media marketing on consumer buying behavior, specifically within the context of Maruti Suzuki, India. It begins with a background on the company and identifies the research problem: how digital marketing influences consumer purchasing decisions. The report outlines research questions, objectives, and the chosen mixed research methodology, incorporating both qualitative and quantitative approaches. The research strategy involves surveys using questionnaires with Likert scales, collecting data from primary and secondary sources, and employing statistical data analysis with MS-Excel for data representation. Ethical considerations, including GDPR compliance and plagiarism prevention, are also addressed. The report aims to define digital media marketing, assess its impact on consumer behavior, identify influencing factors, and recommend effective digital marketing strategies for Maruti Suzuki. References from academic journals and publications support the research findings.

Running head: RESEARCH METHOD IN BUSINESS
RESEARCH METHOD IN
BUSINESS

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Table of Contents
Working Title............................................................................................................ 3
Background............................................................................................................... 3
Company background............................................................................................... 3
Research problem and questions...................................................................................... 3
Research questions................................................................................................... 4
Research objectives..................................................................................................... 5
Research objectives:................................................................................................. 5
Research strategy and methods....................................................................................... 5
References................................................................................................................ 7

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Working Title
"A study on addressing the impact of digital media marketing on consumer buying behaviour:
A case study of Maruti Suzuki, India".
Background
Under an existing business situation of Maruti Suzuki, a consumer is highly affected through
digital marketing. There are a high number of users in digital media that are persuaded by
different firms to communicate with possible consumers and evaluates their requirements in
an effective e-communication environment (Parasramka and Roy, 2018). Under this
investigation, the reader could comprehend the impact of digital media marketing on the
consumer purchasing behaviour of Maruti Suzuki.
Company background
Maruti Suzuki India Limited is earlier known as Maruti Udyog Limited. It is an automobile
production in India. It is 56.21% i.e. owned subsidiary of Japanese car as well as, motorcycle
manufacturer Suzuki Motor firm (Maruti Suzuki, 2019).
Research problem and questions
The research problem is digital media marketing has an impact on the consumer purchasing
behaviour of Maruti Suzuki. Because digital technology facilitates strength to consumers for
identifying the product features with assessing the positive and negative product reviews.
Some researches indicate the role of social media on consumer purchasing behaviour (De
Mooij, 2019).
Under the existing business condition of Maruti Suzuki, the online environment is observed
by customers from new perspectives in a commercial way. Moreover, the origin and
development of online stores have shifted the customers into end consumers. The significant
role of digital marketing has transformed the method of communication among marketers and

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consumers. Along with this, the informational society element could influence the decision
process and product evaluation of consumers (Dahiya and Gayatri, 2018).
It is identified that digital media provides a new mechanism for collecting product
information through the peer message. Digital media provides power to consumers in terms
of influencing the other consumer through products and services review of Maruti Suzuki.
The advancement in internet in current times have made new systems available for business
such as digital media like online communities being a good illustration (Mishra, 2017).
The higher availability of the internet has provided individuals the chance to practice digital
media from email to Twitter and Facebook as well as, to communicate without the
requirement for physical meetings (Kumar and Devi, 2018). It is facilitated through the
application of web 2.0. It is a new advancement that has transferred the internet to the social
atmosphere through initiating digital media in which, individuals could communicate and
creates online content (De Mooij, 2019).
It is addressed that some factors can affect the consumer purchasing behaviour of Maruti
Suzuki such as brand loyalty, price, product characteristics, and quality and features of
products (Dahiya, 2018). The primary question here is “does digital media marketing impacts
on consumer buying behaviour in existing technologically advanced environment of Maruti
Suzuki” (Mishra, 2017).
Research questions
RQ1: What is the theoretical understanding of digital media marketing?
RQ2: How digital media marketing has an impact on the consumer purchasing decision of
Maruti Suzuki?
RQ3: What are the factors that can affect the consumer purchasing decision of Maruti
Suzuki?

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RQ4: Which digital media marketing strategies could be used to improve the consumer
purchasing decision of Maruti Suzuki?
Research objectives
This investigation aims to address the impacts of digital media marketing on consumer
purchase decision of Maruti Suzuki and also assesses how digital media marketing support
consumer in the purchasing decision. of Maruti Suzuki
Research objectives:
RO1: To define the term of digital media marketing and consumer purchase behavior.
RO2: To address the impact of digital media marketing on consumer purchasing decision: A
case study of Maruti Suzuki, India
RO3: To identify the factors that can affect the consumer purchasing decision: A case study
of Maruti Suzuki, India
RO4: To recommend the digital media marketing strategies to influence the consumer
purchasing decision: A case study of Maruti Suzuki, India
Research strategy and methods
In this research, a mixed research method would be used for capturing the information
because it contains the characteristics of both qualitative and quantitative research design.
Qualitative research is used for obtaining the theoretical information and quantitative
research is implemented for acquiring the statistical information related to the impact of
digital media marketing on consumer buying behaviour in the case of Maruti Suzuki
(Quinlan, et. al., 2019).
In this investigation, survey through questionnaire strategy would be used for analysing the
information regarding research concern. In this way, close-ended questionnaire structure
would be used for efficiently address the depth understanding related to research issue. Along

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with this, likert scale is used to measure the responses of participants. It helps participants to
select feasible responses related to research issue.
The data would be gathered from both primary and secondary data collecting methods. In
such a way, primary data would be captured from survey through questionnaire and
secondary data would be captured through second-hand information such as journal articles,
academic publications, online websites, and textbooks. Secondary would be accessed through
different databases such as online Wiley, google scholars, and ScienceDirect (Gray, 2019).
The data would be analysed through statistical data analysis method. Along with this, MS-
Excel software would be used for representing the data through tables and different charts
such as pie charts and bar diagrams (De Mooij, 2019).
Researcher will also use ethical consideration in order to ethically complete the research
work. In this way, researcher will take prior permission from participants to ethically conduct
the research. Along with this, researcher will focus on some ethical guidelines such as GDPR
act, anonymity, confidentiality, privacy, and plagiarism in order to complete the research in
an ethical manner.

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References
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.
Dahiya, R., 2018. Digital marketing communication and car buying: Differentiating users
from non-users. IIMS Journal of Management Science, 9(3), pp.155-170.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing
and advertising. SAGE Publications Limited.
Gray, D.E., 2019. Doing research in the business world. Sage Publications Limited.
Kumar, K.K. and Devi, K.S., 2018. A Study on Consumer Buying Behavior with Reference
to ‘Value Added Services (Vas)’of Cars. Sumedha Journal of Management, 7(1), pp.56-64.
Maruti Suzuki. 2019. About us. [Online]. Available at:
https://www.marutisuzuki.com/corporate/about-us (Accessed: 15 March 2020).
Mishra, A., 2017. Identifying the Indian Car Buyer Segments Using Digital Channels of
Communication: An Application of Cluster Analysis. Indian Journal of Marketing, 47(9),
pp.23-35.
Parasramka, T. and Roy, S., 2018. Understanding the Importance of Qualitative Customer
Insights and its Impact on Product Innovation: A Case Study of Maruti Suzuki India
Limited. Journal of Marketing Vistas, 8(1), pp.40-50.
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South
Western Cengage.