Online Advertising Impact on Customer Purchase Intentions: Morrison's

This report investigates the effectiveness of online advertising strategies on customer purchase intentions, using Morrison's, a major UK supermarket chain, as a case study. The study explores the background of online advertising, its significance, and its impact on consumer buying behavior. The research includes a literature review covering advertising strategies, consumer buying behavior, and the impact of online advertisements. The methodology outlines the research paradigm, approach, purpose, strategy, data collection methods (including surveys), sample selection, data analysis plan, ethical considerations, and research limitations. The results section analyzes customer perceptions of online advertising, including demographic data, and evaluates the relationship between online marketing and sales. The report also addresses store managers' perceptions of online advertising. The study aims to evaluate the positive and negative impacts of online advertising on customer purchase intentions and offers recommendations for improving marketing campaigns. The report concludes with a reflective statement and a list of references.

Effectiveness of online advertising on customer
purchase intentions: Morrison's Case

ACKNOWLEDGEMENT

ABSTRACT

Table of Contents
Chapter 1: Introduction....................................................................................................................7
1.1 Background of the Study.......................................................................................................7
1.2 Rationale of the Study............................................................................................................8
1.3 Problem Statement.................................................................................................................8
1.4 Aim and Objectives................................................................................................................9
1.5 Research Questions................................................................................................................9
1.7 Structure of Dissertation......................................................................................................10
Chapter 2: Literature Review.........................................................................................................12
2.1 Introduction..........................................................................................................................12
2.2 Advertising...........................................................................................................................12
2.3 Strategies of Online advertising and its Significance..........................................................13
2.4 Consumer buying behavior..................................................................................................18
2.5 Impact of online advertisement on consumer buying behavior...........................................19
2.7 Conclusion...........................................................................................................................21
Chapter 3: Research Methodology.................................................................................................22
3.1 Introduction..........................................................................................................................22
3.2 Research Paradigm...............................................................................................................22
3.3 Research Approach..............................................................................................................22
3.4 Research Purpose.................................................................................................................23
3.5 Research Strategy.................................................................................................................23
3.6 Data Collection Methods.....................................................................................................24
3.7 Sample Selection..................................................................................................................25
3.8 Data Analysis plan...............................................................................................................25
3.9 Ethical Consideration...........................................................................................................26

3.10 Limitations of the Research...............................................................................................27
Chapter 4: Results, Analysis & Disscussion..................................................................................28
4.1 Introduction..........................................................................................................................28
4.2 Hypothesis............................................................................................................................28
4.3 Customer perception towards online advertising.................................................................28
4.3.1 Demographic.....................................................................................................................28
4.3.2 Perception of respondents towards Online Advertising and Shopping............................32
4.3.2 Interpretation.....................................................................................................................37
4.3.3 Customer perception towards Morrison’s advertising and products................................38
4.3.3 Interpretation.....................................................................................................................42
4.3.4 Descriptive Analysis.........................................................................................................43
4.3.4 Interpretation.....................................................................................................................44
4.3.5 Hypothesis.........................................................................................................................45
4.4 Store managers perception towards online advertising.......................................................48
4.4.1 Frequency table.................................................................................................................49
4.4.2 Hypothesis.........................................................................................................................52
4.5 Conclusion...........................................................................................................................54
Chapter 5: Conclusion and Recommendation................................................................................55
5.1 Conclusion...........................................................................................................................55
5.2 Recommendation.................................................................................................................57
Reflective statement.......................................................................................................................59
References......................................................................................................................................60

CHAPTER 1: INTRODUCTION
Title: “To evaluate the effectiveness of online advertising on customer purchase
intentions: A case of Morrison plc”.
1.1 Background of the Study
In the present era where competition in every sector is hampering the functioning of
business enterprises, it has become essential for the firms to carry out effective strategies so that
desired results and outcomes can be generated. In this regard, advertising is considered as one of
the most significant tools for making business operations successful. However, it is one of the
major keys to open the door of contemporary corporate market (Aaker, 2006). Every company
irrespective to its sector is making huge investment on advertising its products and services so
that they can promote their offerings in an effective manner and generating higher demand. In
general terms, advertising is the medium through the means of which company can spread the
messages to its target audience by spending adequate funds. However, it is the means of creating
communication platform between company and customers. Advertisement is also taken as a very
strong strategy of promoting products and services that are offered by an organization to gain
attention from customers and targeted groups and sometimes used just to remind customers mind
about the products (Smith, Meurs and Neijens, 2006).
Operating in one of the most competitive environments of retail sector, it is important for
the senior authority of Morrison plc to use advertising as the major tool for promoting or
marketing its wide range of offerings so that customers can be influenced for buying the
commodities. For the current dissertation, Morrison plc has been selected which is the fourth
largest chain of supermarkets in UK. Operating in retailing industry, Morrison has to face
mammoth amount of pressure from its competitors. Thus, this research is based on UK’s retail
industry mainly on Morrison supermarket and its online advertisement and study of the way in
which it is affecting the consumer’s buying intentions. Also, the study of range of competitors
that are using same kinds of strategies of online platform for advertisement is covered in this
research. Moreover, this study tries to explore positive and negative effects of advertisement on
business and also on purchase intention of customers. Furthermore, present study focuses on
evaluating the effectiveness of online advertising or the contemporary advertising on customer
purchase intention with regard to Morrison offerings. With changing trends, it has become vital
for companies especially in retail sector to indulge new approaches and methods for marketing
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and promoting their products so that purchase intention of target audience can be influenced in
the favor of company’s offerings.
1.2 Rationale of the Study
As illustrated above, changing environment and trends has affected the functioning of
several businesses. However, it is important for the senior authorities to ensure that they employ
suitable strategies and tactics which lead in generating effective results and outcomes. Looking at
the present market condition of retail industry in UK and around the globe, it has become
significant for companies that are operating in it to ensure an effective marketing and
promotional strategies. In this regard, online advertising is one of the most significant tools for
promoting the products especially when there is wide range of substitutes or alternative
commodities available. The main purpose of researcher behind carrying out this study is to
understand the extent to which online advertising effectively influencing the customer purchase
intention. However, incidentally, the traditional form of advertising such as television and print
media are failing to deliver the message to customers in an effective and efficient manner.
Sometimes, too much repetition in the message creates monotony in the mind of consumers.
Further, the new generation is shifting its interest towards retail food product as it provides
readily available authentic information about the offering (Brettel and Attig, 2010). Further,
online marketing also allows the scope of interaction with different customers through different
social media which sometimes influence the behaviour of consumers.
The study aims to analyse the impact of online advertisement on customer's purchase
decisions and reason behind selecting this particular research topic is increasing frequency of
online purchase of goods and services. The study has been carried out so as t identify the
effectiveness of online advertisement and its contribution in growth of retail business. All the
retail entities in UK marketplace have started selling the goods through online sources and this is
another imperative reason to find out the effectiveness of online advertisement. Customer intends
to purchase goods from online services because they consider the source convenient enough to
purchase variety of products. Online advertisement also reflects that retail industry is concerned
towards technological innovations. Further, customer purchase products from online sources
when they find the services highly valuable and different as compared to the competitors. As
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compared to other retail entities, Morrison's have also entered into online marketing because that
allows the business entity to persuade more customers towards business services.
1.3 Problem Statement
In the current research, investigator focuses on developing suitable understanding
regarding the use of online advertising in influencing the purchase intention of customers. In
traditional advertising, repetitive marketing with similar type of information sometimes creates a
lot of distraction in the mind of consumers. Instead of choosing a particular product, consumers
become confused with the message delivered by the organization. Despite of huge investment in
the promotional campaign, Morrison plc is facing similar type of problem. Somehow, the brand
awareness and market penetration gets stuck despite of such a heavy investment. Thus,
organization is losing its market share and sales as compared to its competitors. Thus, through
the means of present study, researcher will illustrate the significance of online advertising for
attracting large number of customers as well as for influencing them to buy the products.
1.4 Aim and Objectives
Aim:
Main aim of present research is to evaluate the positive and negative impacts of
advertisement from a company which are delivered to customers and the response given by them
and the behaviour and perception of consumers towards the product based on advertisement.
Objectives:
In order to achieve the above defined aim, it is important for the investigator to develop
various small objectives that will lead to understand different aspects of the selected topic.
However, objective of this research is to study the impact or effectiveness of advertisement that
is delivered through various mediums and also, the buying behaviour or purchase intention of
consumers depending on the advertisement of product. Followings are the main objectives of
current study:
 To study various mediums of delivering and producing advertisement, including online
and offline.
 To identify the impact of online advertisement on customer's purchase decisions.
 To evaluate the relationship of online marketing with company's sales and profitability.
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 To investigate the perception of customers regarding branded and non-branded products
due to advertisement.
1.5 Research Questions
Research questions are the important aspect of study as it helps the researcher to carry out
entire course of investigation on the selected topic in a reliable and suitable manner. These
questions help in addressing different elements of a study which lead to generate suitable and
effective findings on the basis of which appropriate conclusion and recommendations can be
made. Following are the research questions for the present selected topic:
 Does online advertisement play a significant role in consumer’s buying behavior or
purchase intention?
 How online advertisement affects the buying decision of consumers?
 Do established brand need equal advertisement product as compared to a non-established
branded product? In what ways Morrison plc can improve its marketing or promotional campaign and can
attract large number of audience?
Hypothesis:
 Ha1: Online advertisement alters the purchasing intention of consumers.
 Ha0: Online advertisement does not alter the purchasing intention of consumers.
 Hb1: Advertisement leads the consumers towards correct product.
Hb0: Advertisement misleads the consumer and places them in dilemma in choosing right
product.
1.7 Structure of Dissertation
In a research study, structure consists of great importance because it is a way through the
means of which researcher will conduct the whole study and would generate the findings. In this
regard, it is the responsibility of investigator to follow an appropriate and suitable structure in
order to carry out the entire course of study in the best possible manner. There are different
chapters which are involved in the dissertation that need to be conducted one by one so that
appropriate results can be achieved. Following is the structure of present study:
Chapter 1 Introduction: Under this part, researcher focuses on illustrating the brief
description about study so that leaders or readers can create suitable understanding about the
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selected topic (Ching and et.al, 2013). However, researcher in this section makes valiant efforts
in attracting the concentration of readers by highlighting the vital elements in a suitable manner.
Furthermore, in this section, researcher defines aim and objectives as well as research questions
and lastly, the structure of dissertation is being highlighted for the understanding of reader.
Chapter 2 Literature review: Main purpose of this chapter is to enhance the theoretical
knowledge of learners regarding the selected topic. However, with the help of views and
thoughts of different authors and scholars, researcher analyzes various aspects of the selected
topic. In general terms, literature review can be defined as the synopsis of all past findings and
studies made by different authors and experts related to the selected topic. Furthermore, this
section assists in providing suitable understanding regarding the topic which helps at the time of
analyzing data.
Chapter 3 Research methodology: This is another major aspect of the dissertation.
However, under this section, investigator defines different tools and techniques through the
means of which he/she is going to carry out the entire course of study. There are several elements
that are important for the investigator to consider such as research design, approaches, sampling
and collection of data, analysis of collected data as well as ethical consideration and limitations
of the research.
Chapter 4 Data Analysis and Findings: Through different tools and techniques,
researcher is able to collect a wide range of data or information (Corkindale and Newall, 2011).
Thus, in order to analyze the gathered information, it is important for the investigator to conduct
this section. In this, collected data is analyzed and presented in a suitable and reliable manner so
that readers or learners can easily understand. By the means of this chapter, researcher is able to
define conclusion and recommendations for the study.
Chapter 5 Conclusion and Recommendations: It is the last segment of entire
dissertation. However, under this chapter, researcher presents the conclusion on the basis of
generated findings and gives recommendations for the future aspects. It is important for the
investigator to conduct whole study in a suitable and reliable manner so that appropriate
conclusion and recommendations can be provided (Culpepper, 2003).
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
In terms of a dissertation, literature review is considered as the most significance part of
the whole body. However, the main purpose of investigator behind including this section in the
whole study is that, it assists in developing suitable and reliable theoretical base on the selected
topic so that better understanding can be developed. Other than this, it is denoted as the
secondary study which is done with the aim of reaching defined objectives of the current
investigation. Herein, study deals with the thoughts and views of different authors presented in
their past findings, articles, online blogs etc. related to the selected topic. In the present study,
researcher focuses on evaluating positive and negative impact of online advertising involved by
different companies in their respective sector to influence buying behavior. Furthermore,
literature review addresses the significance of online advertising in retail industry and its effects
on the consumer buying behavior. Along with this, investigator put valiant efforts to understand
the perception of customers regarding branded and non-branded products of the companies
operating in UK retail industry. Lastly, it illustrates the effective strategies for advertising and
products and services of companies dealing in competitive environment of retail sector.
2.2 Advertising
According to the study of Fletcher (2004), advertising can be defined as the appropriate
method communicating with the defined users of products and services. However, this is the paid
messages of the companies in order to create awareness among the offerings and generate sales
(Fletcher, 2004). Supporting to this fact Green (2011) illustrates that, the main role of advertising
is that it simulates demand. Furthermore, it is the means identifying current problem, opportunity
for the products, services or corporate brand. In addition to this author states that, it is the most
distinctive and relevant mode of communicating to the target audience and influencing them to
buy the commodities (Green, 2011). According to American Marketing Association (1948),
Advertising is any paid form of non-personal presentation and promotion ideas, goods, or
services by an identified sponsor. Similarly, advertising is an activity of a business with
employing creativity, technique and design in order to communicate in mass media to promote
particular goods, idea and services in a manner to achieve the objective.
On other hand, Kennedy (2005) stated that, advertisement as a salesmanship in print. By
comparing and contrasting different definitions, a working definition of advertisement could be a
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mass paid message for the building of brand through persuasive communication and position
them into consumer’s perception, by considering marketing environment and consumer
expectations. In this regard researcher evaluated from the article of Hadija and et.al, (2012) that,
advertising can be defined as the tool to create awareness about the wide range of commodities
offered by the company to its target market (Hadija and et.al, 2012).
2.3 Strategies of Online advertising and its Significance
Accordion to Hanafizadeh and Payam, (2012), digital marketing has come a long way,
however, social media has catch the speed in recent years, but digital marketing was one of the
major tool from year’s pasts. The most effective online advertising strategy was considered to be
pay per click (Hanafizadeh and Payam, 2012). Similar to this study of Hartnett (2006) helps in
understanding that, with constantly changing search engine optimization (SEO) has encouraged
marketers to adopt new ways of marketing and promoting their products and services. In this
regard, keyword search is the biggest revolution in the digital marketing. Further, author states
that, it is the duty of marketers to keep up pace with changing digital media landscape and those
who are unable to do so their company inevitably fall behind in the ever changing corporate
environment (Hartnett, 2006).
In this regard, article of Saleh (2014) on “Effectiveness of Online Advertising” clear
illustrates that, whenever people talks about advertising 9 out of 10 prefers to online advertising.
Considering the success rate of advertising for both small and large sized enterprises it has been
identified that it is high profitable because of the reason that, companies using this approaches
helps in attracting new customers and more importantly assist in developing long term
relationship with existing customers base (Saleh, 2014). Further, author states, reports clearly
indicate that, around 95% of revenue generated by Google is with the help of online advertising.
Hua and Sheng, (2010) stated that, despite generation of new methods of advertising, companies
does not have fully avoided the traditional way of marketing and promoting their products and
services. Arguing to this fact Kharabanda (2010) illustrated that, 93% of B2C marketers
irrespective to their sectors use social media and 80% of electronic newsletters (Kharabanda,
2010).
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Figure 1: B2C Content Marketing Tactic usage
(Source: Beechler 2014)
Further, author highlighted the effectiveness of these methods for the B2C segment
which clearly defines that these approaches have helped the course of companies operating in
different segment to attract as well as influence their purchasing intention.
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Figure 2: Effectiveness for B2C Tactics
(Source: Beechler, 2014)
Supporting to this fact Beechler (2014) in their study explained that, Facebook is most
used social media platform with 94% of B2C marketers are using it to reach large amount of
audience as well as influence their buying behaviour. According to those stats, after Facebook,
Twitter with 84% is most useful for the marketing managers of different companies. Along with
this, 76% of YouTube is utilised by the marketers and remaining platforms to follow after these
(Beechler, 2014).
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Figure 3: B2C Content Makreting Social Media Platform usage
(Source: Liles, 2009)
According to the article published by Liles (2009), online advertising is increasing its
marketing day by day. However, there are several companies operating in different sectors are
making most out of it to for the betterment. However, UK based retailers launched an online
display campaign that was integrated with a TV campaign termed as “Life Made Fabulous”. The
main purpose of this campaign was to create awareness about the products and services so that
purchasing intention of customers can be influenced in positive manner (Liles, 2009). Rationale
behind this approach was identified from the usage criteria of people in UK.
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Figure 4: Effectiveness of online advertising
(Source: Doyle, 2013)
Through the means of above depicted figure, author clearly defines that use of online
advertising is highly effective for the companies irrespective to their sector as people highly
influence from this mode of marketing. Considering the26% of people influenced through TV as
the video ads and is highly attractive to them as well as useful in terms of influencing their
buying behaviour. Furthermore, online and direct mail approach 37% people use these
approaches to generate information about products and accordingly mould their buying decision.
In the study of Doyle (2013) researcher evaluated the effectiveness of online advertising and
analysed that, as the changing trends and environment people in order to maintain their living of
standard.
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(Source: Paglia, 2013)
On the basis of above findings it can be said that, for 60% of people digital ads are
effective and they are influenced by this to buy products and services. While 58.7% people
thinks that TV ads are effective for them to make their purchase intention. Thus, it can be said
that nowadays, people due to better connectivity to digital media is making easy for them to
make purchase decision. Contradicting results has been identified in the study of Paglia (2013),
which clearly defines that, traditional methods are losing their grip in attracting and inflicting
people to buy products and services (Paglia, 2013).
2.4 Consumer buying behavior
According to the study of Olbrich and Schultz, (2014), Consumer buying behavior can be
defined as the sum total of a consumer’s attitudes, preferences, intentions and decisions
regarding the consumer’s behavior in the marketplace at the time of buying any product or
service (Olbrich, and Schultz, 2014). Similar to this Run (2007) defined that, in order to
understand the needs of the target audience it is important for the marketers to understand what is
important for them and what motivates them to buy the products so that marketing of a company
can be designed accordingly and potential customers can be influenced in effective manner to
convert them into sales (Run, 2007).
Furthermore, in the study of Sahney, Ghosh and et.al, (2013) researcher evaluated that,
consumer buying decision process can help the course of companies in understanding the needs
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and wants of target market place and accordingly present the products and services so that
purchase intention of customers can be positively influence. The process consists of five
different stages which leads company to identify the need of customers so that they can offer
them exactly what they want. Firstly, recognizing the need is the most important stage of buying
process. In this regard Soares and Pinho (2014) state that, if there is no need, there is no
purchase. Therefore, identifying the need is biggest prospect because it helps in recognizing the
gap between consumer’s actual situation and the ideal or desired one. Secondly, in order
recognize or identify the need it is important for the senior authorizes of the companies to
conduct market research. According to Tuten (2008), the main purpose of conducting market
research is that it assists in generating wide range of information about the problem, situation or
condition and helps the managerial level people to make suitable and reliable decisions. Once the
need is identified it is crucial for consumers to seek information about what possible solutions. In
this context Stafford, and Faber, (2015) illustrates the third stage of buying process that is
alternative evaluation. After collecting the information it is easy for the consumer to evaluate the
best alternatives available so that desired commodities can be purchased. Through the means of
this, individual or consumer can reach to the purchase decision which is the next stage of the
process. In the book of Yeshin, (2006) investigator evaluated that, when consumer evaluates
different solutions available to him/her then the buying decision takes place regarding the best
possible alternative. Lastly, post buying behavior which consists of experience that an individual
gets after purchasing the desired need and using it. In this stage, individual compares the
adequacy of consumer need with the actual requirements. Looking at the present condition of
corporate market, companies are making the use of online advertising which indeed helping the
course of consumers to choose from wide range of options and satisfy their needs and wants.
2.5 Impact of online advertisement on consumer buying behavior
In the study of Hua and Sheng (2010) research conductor evaluated that, online
advertising has grown rapidly in the last decade. Nowadays, high percentage of population is
connected to internet which has been one of the most significant factors of its growth in recent
years. Moreover, with smart phones and televisions, connectivity to internet has increased in
immense manner (Hua and Sheng, 2010). Supporting this fact Kharabanda, (2010) that,
constantly changing technology and rise in new media and communication channels has helped
the course of advertising business tremendously. As per the viewpoint of Culpepper, (2003),
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advertising may have a negative, unintended or intended influence on consumer’s buying trends.
But arguing to this fact Blokdijk, (2015) illustrates that, actually advertising has strong potential
on altering the social values as well as influencing the buying behaviors through cultural values.
However, the main purpose of advertising is to offer something new, creative and useful in order
to get long term benefits of brand loyalty and image building of a product and organization by
developing emotional relationship and persuasion for buying the product (Blokdijk, 2015).
Further, if the consumers or customers understand the intention of an advertisement than the
potential effect of advertising can be reduced.
Contradicting to this Green, (2011) states that, online advertising at times is accused for
exploiting the feeling and building of personal anxieties just by focusing or emphasizing on
material side of life and distorting the human and ethical values. At the same time Aaker, (2006)
argued that advertising has negative impact on the values and life styles of the society. While
opposing this Ching and et.al, (2013) stated that, it is most probably safe to quote that early,
advertisers were less concerned with Media choices and affects then they were with simply
intending communication.
While apart from all Hartnett (2006) illustrated that, television and online advertising has
proved to be a great combination for the companies operating in different sectors and are
considered as the essential part of modern era. Many research studies have proved that
advertising play an important role in the introduction of a new product and help in the buying of
a new product and further help in better choices of shopping of useful products. Considering the
high impact of online advertising on consumers, it is the duty of marketers to practice the code of
ethics while developing and executing the promotional campaign of the products and services
(Olbrich and Schultz, 2014).
In this regard, the main purpose of advertising should be providing wide range of
information or guidance to the consumers rather than blackmailing or threatening to buy the
products forcefully. In doing so study made by Tuten (2008) clearly defines that it will directly
affect the brand image and goodwill of the company as well as distort the existing customer base
which may be one of the major leads of falling behind in such a competitive environment. While
on the other hand, proper and effective advertising always helps the business enterprise
irrespective to its sector to improve brand image as well as increase their share in the market. In
addition to this, online advertising and television helps in adding the entertainment part in the
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promotional campaign which is one of the biggest reasons of likeability of the product
advertised. Thus, researcher analysed that, entertainment actually helps in involvement of the
viewer in the ad moreover, if advertiser is able to create positive image of product through
entertainment and information that they can easily involve viewer consumer rapidly (Tuten
2008).
As per the hypothesis, online advertisement impacts customer's purchase decisions
because it persuades customers from different grounds. In contemporary scenario, people prefer
to buy goods and services online because they find the services highly convenient and effective.
The era of globalization has facilitated a paradigm shift in all the areas and one of which is in the
field of marketing. Retail business entities need to survive in competitive market place and to
accomplish this objective; businesses have to more creative and innovative. Thus, as a
promotional strategy advertising providers a major tool in creating product awareness among the
clients and this mode is also valuable in terms of altering the mindset of potential customers.
Advertisement includes different types of promotional elements which help the customers to visit
the website or retail shop and as a result, this influences their purchase decisions. Online
advertisement shows the integration of product and place mix and this helps the customer to
change their purchase decisions. Customers take interest in online purchasing because they do
not have to emphasize on transportation costs as in online services, they get the products directly
at home.
However, on the basis of null hypothesis, there is no relationship of online advertisement
on customer's purchase decisions. There are a few customers of retail business who believes in
direct purchasing and they do not give much preference to online purchase of goods and services.
In such case, purchase intention of customers can be changed if more focus is given towards
quality aspects. The business intends to spend resources on advertisement aspects for the purpose
of influencing the mindset of customers; however inadequate focus on the same group does not
bring any outcome to the business against the investment. Some customers do not give
preference to online advertisement because they believe in direct selling of the products.
Customers also believe that advertisement sometimes cheats customers
2.7 Conclusion
In conclusion to the above literature review it can be said that, online advertising is
becoming the most important tools for the companies to promote and market their products and
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services so that potential customers can be influenced to buy the products and increase business
volume. Online advertising is the means identifying current problem, opportunity for the
products, services or corporate brand. In addition to this author states that, it is the most
distinctive and relevant mode of communicating to the target audience and influencing them to
buy the commodities. Furthermore, through the means of different author’s findings and
researches, investigator evaluated the effectiveness of online advertising. Nowadays, high
percentage of population is connected to internet which has been one of the most significant
factors of its growth in recent years. Moreover, with smartphones and televisions, connectivity to
internet has increased in immense manner. The main purpose of researcher behind carrying out
this study is to understand the extent to which online advertising effectively influencing the
customer purchase intention (Yeshin, 2006). However, incidentally, the traditional form of
advertising such as television and print media are failing to deliver the message to customers in
an effective and efficient manner. Thus, through the means of literature review, researcher has
been able to develop suitable and reliable theoretical base which will assist in carrying out
further research in effective and efficient manner.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Methodology refers to the systemic theoretical analysis of the methods applied in the
field of study. In context to the present study, research methodology is the third and important
section which assist in determine wide range of tools and techniques through the means of which
researcher can easily carry out the whole study and generate reliable and suitable results and
outcomes (Welman, Kruger and Mitchell, 2005). However, to carry out such lengthy and in-
depth analysis it is important for the investigator to undertake suitable methods and approaches
so that realistic and valuable findings can be generated. There are several aspects which consist
of whole research methodology such as: paradigm, approach, purpose, strategy, data collection
sample selection, data collection and ethical consideration (Noor, 2008). In the present study,
investigator undertakes various tools and techniques to evaluate the effectiveness of online
advertising on customer purchase intentions in retail industry.
3.2 Research Paradigm
Research philosophy can be referred to the value of belief of the research conductor in
order to generate outcomes in suitable manner. However, in a study the main aim behind
selecting suitable research paradigm is that it helps investigator in identifying the suitable and
reliable approaches according to the nature of study for the data analysis so that the best possible
results can be generated. In general, there are two types of research philosophy like:
interpretivism and positivism (Gomm, 2008). Further, interpretivism research paradigm is the
method which is taken when data is of qualitative in nature and investigator has to make efforts
to understand the reasons and purpose behind the results. Contrary to this, positivism philosophy
is appropriate for the numerical or quantitative nature of information. Henceforth, according to
the present study, interpretivism approach will used because it will assist researcher in
understanding the effectiveness of online advertising on the buying intention of the customers in
retail industry. Through the means of this, investigator can easily analyze the qualitative data
and make suitable conclusion and recommendations (Ketchen, Ketchen Jr and Bergh, 2006).
3.3 Research Approach
This is the method or way through the means of which researcher can carry out entire
course of study in appropriate and reliable manner in order to generate reliable and suitable
outcomes. There are two approaches of research which investigator can undertake such as:
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deductive and inductive. Deductive approach which emphasis on the causality. On other hand,
inductive approach assist conductor in exploring new phenomenon in detailed manner.
Furthermore, deductive approach also helps in developing hypothesis and generate the results.
While on the other hand, inductive approach helps investigator in using research questions to
narrow the scope of study and enhance the chances of generating specific findings (Tashakkori
and Teddlie, 2010). According to the present study, deductive approach has been selected
because through the means of this investigator can easily prove the hypothesis and generate the
reliable findings on the effectiveness of online advertising on customer purchase intentions of
Morrison’s.
3.4 Research Purpose
Purpose of the research assists in designing the blue print of the entire course of study.
However, it helps in providing detailed outline of the entire research and helps investigator to
carry out whole study in suitable and reliable manner. There are different types of research
design such as: exploratory, explanatory and analytical (Sachdeva, 2009). Further, exploratory
research can be defined as the study based on hypothetical and theoretical idea. While on the
other hand, explanatory helps in connecting to idea so as to understand cause and effect. Lastly,
analytical research consist of critical thinking skills and evaluation of facts and information
related to research topic. Looking at the nature of present study, explanatory research purpose
has been selected and the rationale behind this is that, it will assist investigator in connecting to
the idea of online advertising so as to understand its cause and effect on the purchasing intention
of the Morrison’s customers (Bhattacharyya, 2006).
3.5 Research Strategy
In general context, research strategy can be defined as the way or method through the
means of which researcher is planning to carry out or accomplish the whole study. According to
several authors, strategy of research is a crucial aspect of methodology and it important for the
conductor to pay great attention while conducting this section. However, there are different types
of research strategy: experiment, survey and case study etc (Varga, 2006). In context to the
present study, survey method has been selected because it will help researcher in generating wide
range of information for making suitable and reliable conclusion and recommendations.
Furthermore, survey methodology focuses on gathering data through primary source and
ensures reliability and validity of the collected information. In the present study, questionnaire
23 | P a g e

approach has been use in survey methodology in which both close ended and open ended
questions will be asked to the selected sample size. Rationale behind selecting questionnaire
method is that it helps in covering each and every aspect about the effectiveness of online
advertising on customer purchasing intention of Morrison’s (Cochran, 2007). Furthermore, by
the means of this, different thoughts and perceptions of selected respondents can be generated so
that researcher can evaluate that online advertising approaches used by Morrison's is fruitful in
positively affecting purchasing intention of the customers.
3.6 Data Collection Methods
Looking at the significance of a study, data collection plays significant role in achieving
the desired results and outcomes. Collecting or gathering data is not an easy task for the
investigator but there are several methods through the means of which reliable and wide range of
information can be collected on a particular topic such as: Primary and Secondary (Denscombe,
2008). However, both of the method of gathering information is given equal importance on the
basis of nature of the study or the type of selected topic. In general, primary data collection
methods are those which help in gathering fresh and new information on the selected topic of
study. There are various primary collection methods such as: survey, direct and indirect
interview and questionnaire approach. While on the other hand, secondary data can be defined as
the methods through which researcher collects used data or information related to the topic with
the help of books, journals, online blogs, articles and research papers etc (Brannen, 2008).
In the present study, both approaches have been used so that wide range of information
can be collected and suitable theoretical base can be developed. However, in context to gather
primary data, questionnaire method has been used in which open and close ended questions will
be asked to the respondents so that they can provide wide range of valuable and reliable
information regarding the effectiveness of online advertising on the purchasing intentions of the
customers of Morrison's. On the other hand, in secondary collection method different approaches
will be used such books, journals, online blogs, articles etc. so that large amount of information
can be generated on the benefits of online advertising used by Morrison's to attract its customer
base and influence their purchasing intention positively (Sapsford and Jupp, 2006). Furthermore,
through the means of this researcher can easily understand the perception and views of different
authors and scholars on the selected topic. Along with this, current method adopted by
Morrison's in influencing the buyer behavior will also assist in generating suitable findings.
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3.7 Sample Selection
In general terms, sampling can be defined as the method through the means of which
researcher can study a few selected items in suitable and in-depth manner. Therefore, the process
of selecting items can be defined as sampling (Marczyk, DeMatteo and Festinger, 2005). There
are two types of sampling methods: probability and non-probability sampling. However, in
probability sampling each unit of the population is given equal chance to get selected within the
sample size. While on the other hand, in non-probability sampling, few of the units of population
does not possess any chance at the initial level.
According to the present study, non-probability, convenience sampling technique has
been selected and the main purpose behind doing so is that it will help researcher in selecting the
sample size as per his/her convenience so that entire course of study can be conducted in
effective and efficient manner. Furthermore, through the means of this convenience technique
customer of Morrison has been taken for sample population and questionnaire will be distribute
to them to collect data. It is amid to make a group of at least 40 customers in sample group.
Other than this, another sample group can be made from the group of managers of Morrison
supermarket and it is amid to include 20 store managers in this sample group so that research can
be based on quantitative data analysis. Therefore, with the help of this varied sample size
researcher can easily evaluate and analyze wide range of information from both customers as
well as managers. Further, it will help in generating suitable and reliable findings which leads to
present appropriate conclusion and recommendations.
3.8 Data Analysis plan
After collecting or gathering data from the primary data source and secondary data
source, these gathered data will be converted into useful information for the analysis purpose of
the positive and negative impacts of online advertisement on consumers buying behavior and the
perception of consumers towards the product with the advertisement delivered to them. Also,
data will be used to analysis weather established brand need equally advertise their product as
none established branded product need. Mainly, these data will be analyzed qualitatively than
quantitatively (Creswell, 2013).
In context to evaluate qualitative data, researcher has focused on making the use of
questionnaire method in which different themes will be applied on the basis of questions and
according results will be analyzed. Furthermore, with the help of graphical presentation, acquired
25 | P a g e

data will be present in attractive and smart manner so that learners and readers can understand
different aspects in effective and efficient manner. While on the other hand, in order to make
quantitative analysis SPSS tool has been used so that in-depth analysis can be made and various
hypothesis framed in the proposal will be addressed to analyze the data and generate reliable
findings. Furthermore, in this researcher has selected chi square for testing the hypothesis and the
rationale behind selecting this technique is that helps in evaluating the effectiveness of online
advertising on customer purchase intention on the purchase intention of Morrison's customer's.
3.9 Ethical Consideration
At the time of carrying the study, there are several accessibility issues that researcher
might come across which can impact on the overall reliability and validity of the study.
Therefore, it is important for the researcher to maintain the ethicality of the entire study and
carry out each aspect in ethical way so that desired results and outcomes can be generated
(Gomm, 2008). There are several accessibility issues which can create obstacle or hindrance
during the research study: Prior approvals: According to the present researcher study, primary method has been
used to collect the major portion of data or information on the basis of which desired
findings can be generated. In this regard, it is the duty of investigator to take prior
permissions from the sample size selected such as managers at Morrison’s. However, it is
not necessary that all the respondents agree to provide the permission to participate in the
research which indeed creates major accessibility issues (Tashakkori and Teddlie, 2010).
In this regard, principle of voluntary participation clearly defines that; researcher cannot
force the individual to participate in the coursework of study. Therefore, taking prior
permission is one of the major concerns that can affect the course of study. Convincing people to fill questionnaire: In the present study, researcher has used
questionnaire survey methodology for collecting wide range of information on the
selected topic. But it also create major accessibility issue because, investigator has to
make valiant efforts to convince people to fill the questionnaire so that valuable
information can be collected related to the topic.
 Confidentiality: At times it has been identified that, people does not provide information
due to unethical use of their information. Similar to this, researcher could also face issues
while collecting data from store managers of Morrison’s (Cochran, 2007). Herein,
26 | P a g e

researcher has to ensure that information of respondent will be confidential and no one
can access.
3.10 Limitations of the Research
There are several limitations that can adversely impact on the entire course of study
which researcher has to deal with and indulge potential measures to generate reliable results.
Following are the limitations that researcher faced during the course of present study: Lengthy process: Conducting a dissertation is a lengthy process and it is the duty of
investigator to make sure that each and every aspect should be completed or
accomplished in appropriate sequence (Marczyk, DeMatteo and Festinger, 2005).
Therefore, to carry out whole study in systematic manner researcher requires time which
can be one of the major hurdles to the quality and reliability of findings generated.
 Insufficient secondary information: Looking at the nature of present study, researcher has
to gather wide range of secondary data regarding the purchasing intention and online
advertising. But due to restricted access it becomes difficult for the researcher to gather
adequate amount of information on the selected topic which is one of the major limitation
for the investigator at the time of conducting whole dissertation.
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CHAPTER 4: RESULTS, ANALYSIS & DISCUSSION
4.1 Introduction
Once the data or information is being collected it is important for the researcher to
analyse information so that findings can be generated. However, it is the duty of investigator to
focus on employing effective and reliable approaches that helps in generating desired results and
outcomes. The main purpose of conducting this chapter is that it provides analysis of wide range
of collected information and helps in attaining the defined objectives. According to the nature
and requirement of study, both qualitative and quantitative methods have been employed so that
researcher can analyse the data effectively and present findings in smart manner so that learners
and readers can understand it in appropriate and reliable manner. In the present study, qualitative
analysis has been given great importance because it helps researcher in making in-depth analysis
of data generated through survey methodology. Further, in this various tools and models has
been focused on such as: thematic approach in which graphical presentation has been used along
with this, SPSS has been used for Chi square test, frequency analysis, Cross tabulation with the
aim of proving different hypothesis and achieving the desired aim and objectives regarding the
effectiveness of online shopping on the purchase intention of Morrison’s customers.
4.2 Hypothesis
Ha1: Online advertisement alters the purchasing intention of consumers.
Ha0: Online advertisement does not alter the purchasing intention of consumers.
Hb1: Advertisement leads the consumers towards correct product.
Hb0: Advertisement misleads the consumer and places them in dilemma in choosing right
product.
4.3 Customer perception towards online advertising
In the current study, sample size has been bifurcated into two different segments which
are customers and managers at Morrison’s. Herein, data collected from the customer has been
analysed through Descriptive frequency, graphical presentation and hypothesis test.
4.3.1 Demographic
Gender:
Gender
Frequency Percent Valid Percent Cum
ulati
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ve
Perc
ent
Valid Men 28 70.0 70.0 70.0
Women 12 30.0 30.0 100.0
Total 40 100.0 100.0
Age:
Age
Frequency Percent Valid Percent Cum
ulati
ve
Perc
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ent
Valid 18-30 9 22.5 22.5 22.5
31-50 21 52.5 52.5 75.0
Above 50 10 25.0 25.0 100.0
Total 40 100.0 100.0
Social Status:
Social Status
Frequency Percent Valid Percent Cu
mul
ativ
e
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Per
cen
t
Valid Student 15 37.5 37.5 37.5
Employed 20 50.0 50.0 87.5
Unemployed 5 12.5 12.5 100.0
Total 40 100.0 100.0
Customers prefer to spend their time by browsing internet:
You prefer to
enjoy your
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spare time by
Frequency Percent Valid Percent C
u
m
u
l
a
t
i
v
e
P
e
r
c
e
n
t
Valid Watching TV 9 22.5 22.5 22.5
Reading magazines &
Newspaper
7 17.5 17.5 40.0
Browsing Internet 14 35.0 35.0 75.0
Listening Radio 4 10.0 10.0 85.0
Visiting Stores 3 7.5 7.5 92.5
Others 3 7.5 7.5 100.0
Total 40 100.0 100.0
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4.3.2 Perception of respondents towards Online Advertising and Shopping
Advertising is useful of the customers:
Advertising is
useful of the
customers
Frequency Percent Valid Percent Cum
ulati
ve
Perc
ent
Valid Useful 28 70.0 70.0 70.0
Useless 12 30.0 30.0 100.0
Total 40 100.0 100.0
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Customers are purchasing products online
Customers are
purchasing
products online
Frequency Percent Valid Percent Cum
ulativ
e
Perce
nt
Valid Yes 28 70.0 70.0 70.0
No 12 30.0 30.0 100.0
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Total 40 100.0 100.0
Style of advertising and Brand image of product influence customers buy products:
Style of
advertising and
Brand image of
product
influence
customers buy
products
Frequency Percent Valid Percent C
u
m
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u
l
a
t
i
v
e
P
e
r
c
e
n
t
Valid Brand 18 45.0 45.0 45.0
Advertisement style 18 45.0 45.0 90.0
The Promise they do in
advertisement
4 10.0 10.0 100.0
Total 40 100.0 100.0
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Customers are influenced and encouraged to buy products online through Advertising:
Customers are
influenced and
encouraged to
buy products
online through
Advertising
Frequency Percent Valid Percent Cum
ulativ
e
Perce
nt
Valid Yes 29 72.5 72.5 72.5
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No 11 27.5 27.5 100.0
Total 40 100.0 100.0
Customer’s thinks that constantly employing online advertising will positively influence their
buying behavior:
Customer’s
thinks that
constantly
employing
online
advertising will
positively
38 | P a g e

influence their
buying
behavior
Frequency Percent Valid Percent Cum
ulativ
e
Perce
nt
Valid Yes 26 65.0 65.0 65.0
No 14 35.0 35.0 100.0
Total 40 100.0 100.0
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4.3.2 Interpretation
On the basis of above graphical presentation it has been evaluated that, with constantly
changing trends and environment, perception of customers are also changing thus, it is important
for the companies to enhance their operations. Herein, according to the customers, online
advertising is becoming useful for them as it helps in evaluating the characteristics of products in
appropriate manner before making the purchase decisions. Along with this, when customer asked
about the effectiveness of online advertising in influencing them, most of the people were in the
favor of this fact and states that online marketing is highly influencing them and their purchase
intention towards any products or services. Furthermore, two of the most significant factor that
influences customers to buy online products is brand and style of advertising. Therefore, it is
vital for the firms to concentrate on this aspect and attract large number of audience. Due to this
people are in favor of the fact that advertising is influencing them to buy products online and
enhance the business volume of the desired company. Lastly, according to respondents making
optimum utilization of online means of advertising will assists Morrison in attracting large
number of audience and improves its current position and long term sustainability.
4.3.3 Customer perception towards Morrison’s advertising and products
People buy products from Morrison at routine basis:
How do you
often go for
shopping in
Morrison
Frequency Percent Valid Percent Cu
mul
ativ
e
Per
cent
Valid Never 9 22.5 22.5 22.5
Sometimes 19 47.5 47.5 70.0
Always 12 30.0 30.0 100.0
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Total 40 100.0 100.0
Respondents have seen the advertisements of Morrison more than often:
Respondents
have seen the
advertisements
of Morrison
more than
often:
Frequency Percent Valid Percent Cu
mul
ativ
41 | P a g e

e
Per
cent
Valid Never 7 17.5 17.5 17.5
Sometimes 23 57.5 57.5 75.0
Very Often 10 25.0 25.0 100.0
Total 40 100.0 100.0
Morrison needs to advertise its products for maintaining the competitive edge within the
market
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Morrison need
to advertise its
products for
maintaining
the competitive
edge within the
market
Frequency Percent Valid Percent Cum
ulativ
e
Perce
nt
Valid Yes 24 60.0 60.0 60.0
No 16 40.0 40.0 100.0
Total 40 100.0 100.0
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Online Advertising helps Morrison in differentiating its products from ordinary products:
Online
Advertising
helps Morrison
in
differentiating
its products
from ordinary
products
Frequency Percent Valid Percent C
u
m
u
44 | P a g e

l
a
t
i
v
e
P
e
r
c
e
n
t
Valid Yes 23 57.5 57.5 57.5
No 11 27.5 27.5 85.0
Feeling same for both of
them
6 15.0 15.0 100.0
Total 40 100.0 100.0
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Very rarely customers are misled by the online advertising of Morrison:
Very rarely
customers are
misled by the
online
advertising of
Morrison
Frequency Percent Valid Percent Cum
ulativ
e
Perce
nt
Valid Yes 11 27.5 27.5 27.5
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No 29 72.5 72.5 100.0
Total 40 100.0 100.0
4.3.3 Interpretation
Varied results and findings has been generated when customer were asked about the
Morrison’s advertising and products or services. However, there are large numbers of audience
which purchases products and services from the supermarkets of Morrison because they are able
to get quality of products at affordable prices. Along with this, wide range of products portfolio
helps customers in satisfying various expectations under one roof only. Furthermore,
respondent’s sates, they have seen various advertisements of products and services offered by
Morrison’s that helps them in understanding the characteristics and traits of different
commodities as well as enhance their knowledge about new addition.
47 | P a g e

Further, when asked to the customer about whether Morrison needs to advertise its
products, high percentage of respondent were in the favor of this fact and state that company
should market or promote its products so that they can customers can easily identify and make
their purchasing decisions. Therefore, despite of being brand it is important for the company to
market its products and services through online advertising so that they can reach large number
of audience and influence their purchasing intention positively. In addition to it, expected results
were generated when respondents were asked about the fact that online advertising is helping the
course of Morrison in differentiating its products from other competitors as most of the people
sated that yes online advertising methods are effectively differentiating company’s products from
other brands or products. Lastly, when respondents were asked whether they were ever misled by
the online advertisement of Morrison, people states that, the description and information of
company’s products that customer acquire through online advertising were always helpful and
they were never misled.
Henceforth, on the basis of above findings it can be analyzed that, Morrison should
constantly invest in advertising its products online as this tool of marketing is helping the course
of company in providing reliable and valuable information about products and offering to its
customer base as well as attracting large number of audience through its reach which indeed
helping in enhancing the business volume as well as brand image in the target market. While on
the other hand, through the means of this Morrison is able to retain existing customer base that
assist in attaining the higher market share in such a competitive environment of retail industry.
48 | P a g e

4.3.4 Descriptive Analysis
Gender Age
Social
Status
You
prefer to
enjoy
your
spare
time by
Do you think
advertisement
is
How do
you often
go for
shopping
in
Morrison
How often
you have seen
advertisement
of Morrison
Ha
ve
u
bro
ugh
t
any
pro
duc
t
infl
uen
ced
by
its
onli
ne
adv
erti
se
me
nt
N Valid 40 40 40 40 40 40 40 40
Missing 0 0 0 0 0 0 0 0
Mean 1.30 2.03 1.75 2.85 1.30 2.08 2.08 1.3
0
Median 1.00 2.00 2.00 3.00 1.00 2.00 2.00 1.0
0
Mode 1 2 2 3 1 2 2 1
What makes
you bought
products
after
watching
advertiseme
nt in
internet,
because of
its
Have you
brought
products
in
internet
because
you have
seen it’s
advertise
d in
online
media
Do you think
you can trust
that
company
which do
more
internet
advertiseme
nt
Morrison is
an
established
brand, do
you think
they still
need to do
advertiseme
nt
Do you think
that,
advertiseme
nt will bring
change in
consumer’s
perception
towards
product,
before and
after
advertiseme
nt
If you
have to
choose
between
Morriso
n &
ordinary
product
Do you
feel any
difference
in having
advertised
Morrison
and non-
advertised
ordinary
product
Have you
ever been
misled by
the online
advertiseme
nt of
Morrison
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4.3.4 Interpretation
Through the means of descriptive analysis of data generated, expected outcomes has been
derived as the questions asked to the respondents were analyzing the effects of online advertising
on their purchase intention. However, through the means of above depicted table of descriptive
frequencies it can be said that researcher is able to generate reliable and suitable results that are
helping in achieving the defined aim and objectives. However, around more than half of the
people spend their time by browsing at internet thus, it is becoming essential for the companies
irrespective to their sectors to promote and market their products through online advertising so
that they can reach large number of audience. On the basis of mean 2.08 derived when asked to
people about the shopping of product from Morrison it can be said that, large number of people
already buys the products from the supermarkets of the company as they find products more
reliable and affordable. Thereafter, constantly changing trends and technology has influenced
large number of people from around the world to buy products online which assist them in
saving time as well as present better offers and discounts. Thus, the mean of 1.30 clearly
indicates that most of people buy products online due to various benefits. While on the other
hand, on the average of 1.60 respondents derives that brand and style of advertising attracts or
influence them to buy products after watching advertisement on internet. According to the
derived results, respondents trust those companies who are advertising their products more
through internet and other online tools. However, mean of this question clearly defines that
people are highly attractive towards those companies who are marketing or promoting their
products through the means of online advertising. According to the results generated by
respondents as well as competitiveness of the retail industry it is important for senior authority of
Morrison to constantly advertise products and commodities so that awareness can be created and
large number of audience can be attracted.
4.3.5 Hypothesis
Impact of online advertisement on consumer purchase decision:
Ha1: Online advertisement alters the purchasing intention of consumers.
Ha0: Online advertisement does not alter the purchasing intention of consumers.
Findings:
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Model
Summar
y
Model R R
Square
Adjusted R
Square
Std. Error
of the
Estimate
Change
Statistics
R Square
Change
F
Change
df1 df2 Sig. F
Change
1 .155a .024 -.088 .484 .024 .215 4 35 .928
a.
Predictor
s:
(Constant
), Do you
think you
can trust
that
company
which do
more
internet
advertise
ment,
What
makes
you
bought
products
after
watching
advertise
ment in
51 | P a g e

internet,
because
of its,
How
often you
have seen
advertise
ment of
Morrison
, Have
you
brought
products
in
internet
because
you have
seen it’s
advertise
d in
online
media
ANOVAa
Model Sum of Squares df Mean Square F S
i
g
.
1 Regression .202 4 .050 .215 .928b
52 | P a g e

Residual 8.198 35 .234
Total 8.400 39
a. Dependent
Variable:
Have u
brought any
product
influenced by
its online
advertisemen
t
b. Predictors:
(Constant),
Do you think
you can trust
that company
which do
more internet
advertisemen
t, What
makes you
bought
products after
watching
advertisemen
t in internet,
because of
its, How
often you
have seen
advertisemen
53 | P a g e

t of Morrison,
Have you
brought
products in
internet
because you
have seen it’s
advertised in
online media
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t S
i
g
.
B Std. Error Beta
1 (Constant) 1.503 .410 3.670 .001
How often you have
seen advertisement of
Morrison
-.004 .122 -.006 -.034 .973
What makes you
bought products after
watching
advertisement in
internet, because of its
-.054 .120 -.077 -.448 .657
Have you brought
products through
internet because you
have seen it’s
advertised in online
media
.025 .187 .025 .136 .893
54 | P a g e

Do you think you can
trust that company
which do more internet
advertisement
-.088 .107 -.148 -.819 .418
a. Dependent
Variable:
Have u
brought any
product
influenced by
its online
advertisemen
t
Interpretation:
On the basis of above computation of ANOVA test and Coefficients relationship between
more than two variables has been identified. However, it is essential for researcher to analyze the
findings in appropriate and reliable manner so that desired results and outcomes can be
generated. On the basis of above regression analysis it has been identified that, there are several
factors that dependent on one variable. Herein, Beta of -0.006 clearly defines that there is no
positive relationship between seeing the advertisements of Morrison and purchasing products by
the customers. But the value of Beta is relatively low which indicates that there are people who
mainly looks at the advertisement of the company and them make decision regarding buying the
products.
In addition to it, there are several factors which are responsible for influencing the
purchasing intention of the customers but products are purchased when there is need of them.
Therefore, beta -0.077 indicates that there is no relationship between factors shown in online
advertisement and influencing people to buy products. It is important for Morrison to concentrate
on enhancing the quality of products because it will assist in increasing the demand and revenue
for the company.
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Further, with the positive beta of 0.25 it can be said that there is relationship between
purchasing products after looking at the advertisement online. However, it is because nowadays
people tend to compare products from its substitute and for that they take help of analyzing the
online advertisements which directly and indirectly encourages and influences their decision of
buying products. Lastly, through the regression analysis it has been identified that, people are not
in trusting the companies which are making more internet advertisement. From this it can be
said, online advertisement is good for Morrison to attract customers for once and make them
purchase the products or services, but in case of retaining customers for long term relation this
cannot be much fruitful approach.
Online advertisement of Morrison helps customer in purchasing best quality products
Hb1: Advertisement leads the consumers towards correct product.
Hb0: Advertisement misleads the consumer and places them in dilemma in choosing right
product.
Findings:
Correlations
Have u brought
any product
influenced by its
online
advertisement
H
a
v
e
y
o
u
e
v
e
r
b
e
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e
n
m
i
s
l
e
d
b
y
t
h
e
o
n
l
i
n
e
a
d
v
e
r
t
i
57 | P a g e

s
e
m
e
n
t
o
f
M
o
r
r
i
s
o
n
Have u brought any product
influenced by its online
advertisement
Pearson Correlation 1 .037
Sig. (2-tailed) .822
N 40 40
Have you ever been misled
by the online advertisement
of Morrison
Pearson Correlation .037 1
Sig. (2-tailed) .822
N 40 40
Interpretation:
On the basis of above evaluation of data it has been analyzed that; purchasing products
online and misled by the online advertisement are not correlated to each other. Considering the
significance level of relationship between two or more variable 0.1 - 0.3 (not related), 0.3-0.7
(Moderate relation) & above 0.7 (highly related). According to the outcome generated (0.37)
both the variables are moderately related to each other. Therefore, it can be said that, products
58 | P a g e

purchased through online by the customers are not misled and they acquire similar which is
promised in the advertisement by the Morrison. Furthermore, the major benefit of this is that, it
helps top level management of Morrison to develop better relationship with its customers and
retain them for long periods. However, operating in such a competitive market it is important for
the management to make sure that they offer quality of products and services as well as spread
accurate and reliable information so that they can increase the number of loyal customer and
enhance long term sustainability.
4.4 Store managers perception towards online advertising
Descriptive Analysis:
Statistics
According to
you, Online
Advertising
help
Morrison to
attract
customers
Is Morrison
Advertising
its product
through
online
channels
Do you
Agree,
Morrison
improve its
online
advertising
for
influencing
customers
buying
behavior
Social
media
Search engine
optimization
E-mails and
Mobile
marketing
C
o
m
p
a
n
y
W
e
b
s
i
t
e
s
N Valid 20 20 20 20 20 20 20
Missin
g
0 0 0 0 0 0 0
Mean 1.50 1.50 1.90 1.70 1.85 3.30 2
.
5
0
Median 1.00 1.00 2.00 1.00 2.00 3.00 2
.
0
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0
Mode 1 1 1 1 1 3 2
Interpretation:
On the basis above descriptive analysis it has been evaluated that, managers are
supporting to the fact that, with the help of mean of 1.50 it can be said that, online advertising is
helping the course of Morrison as customers are constantly getting aware about the products and
services which directly or directly influencing them to buy the products and enhance the revenue
of business. Further, looking at this outcome it is expected result that, Morrison is using online
means to a great extent for marketing or promoting the products and services due to this
company is able to influence the purchasing intention of customers in its favor. In addition mean
of 1.90 indicates that, store managers are agreeing to this fact that, online advertising is helping
the course of Morrison in attracting new and retaining old as well as influencing the purchasing
intention of large audience. Lastly, there are several modes of online advertising used by the top
level management of Morrison, but when asked to managers they states that, social media and
search engine optimization are the two most significant method through the help of which
Morrison is spreading information about its products and services as well as attracting large
number of audience for increasing the revenues.
4.4.1 Frequency table
Online advertising is helping Morrison in attracting large audience
Online
advertising is
helping
Morrison in
attracting large
audience
Frequency Percent Valid Percent Cum
ulativ
e
Perce
nt
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Valid Yes 13 65.0 65.0 65.0
No 4 20.0 20.0 85.0
Maybe 3 15.0 15.0 100.0
Total 20 100.0 100.0
Company should improve its online advertising for attracting large number of audience:
Company
should improve
its online
advertising for
attracting large
number of
audience
Frequency Percent Valid Percent Cu
m
ul
ati
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ve
Pe
rc
en
t
Valid Strongly Agree 9 45.0 45.0 45.0
Agree 7 35.0 35.0 80.0
Neutral 2 10.0 10.0 90.0
Disagree 1 5.0 5.0 95.0
Strongly disagree 1 5.0 5.0 100.0
Total 20 100.0 100.0
Morison is advertising its products through online mediums:
Morison is
advertising its
products
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through online
mediums
Frequency Percent Valid Percent Cum
ulativ
e
Perce
nt
Valid Yes 14 70.0 70.0 70.0
No 2 10.0 10.0 80.0
Maybe 4 20.0 20.0 100.0
Total 20 100.0 100.0
Cross tabulation:
Case Processing Summary:
Case
Processing
Summary
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C
a
s
e
s
Valid Missing T
o
t
a
l
N Percent N Percent N Percent
Is Morrison Advertising
its product through
online channels * Social
media
20 100.0% 0 0.0% 20 100.0%
Is Morrison Advertising
its product through
online channels * Search
engine optimization
20 100.0% 0 0.0% 20 100.0%
4.4.2 Hypothesis
Ha1: Morrison is advertising its products through Social media
Ha0: Morrison is not advertising its products through Social media
Count:
Crosstab
Count
Social media T
o
t
a
Highest High Moderate Low Lowest
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l
Is Morrison
Advertising its
product through online
channels
Yes 9 2 1 1 1 14
No 0 2 0 0 0 2
Maybe 3 1 0 0 0 4
Total 12 5 1 1 1 2
0
Chi Square:
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 7.821a 8 .451
Likelihood Ratio 8.027 8 .431
Linear-by-Linear Association .544 1 .461
N of Valid Cases 20
a. 14 cells (93.3%) have
expected count less than
5. The minimum
expected count is .10.
Interpretation:
On the basis of above chi square test it has been evaluated that, through the generated
results it has been identified that the value of chi square is greater than significance value > 0.1.
Through the means of which it has been concluded that, null hypothesis has been accepted and
alternative hypothesis is rejected. Henceforth, it has been analysed that, Morrison in making the
use of Social media as the biggest tool for marketing or advertising its products online.
Hypothesis 2:
Hb1: Morrison is advertising its products through Search engine
Hb0: Morrison is not advertising its products through Search engine
Count:
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Crosstab
Count
Search engine optimization T
o
t
a
l
Highest High Moderate Low Lowest
Is Morrison
Advertising its product
through online
channels
Yes 6 5 1 1 1 14
No 2 0 0 0 0 2
Mayb
e
1 3 0 0 0 4
Total 9 8 1 1 1 2
0
Chi Square:
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 5.089a 8 .748
Likelihood Ratio 6.211 8 .624
Linear-by-Linear Association .405 1 .524
N of Valid Cases 20
a. 13 cells (86.7%) have
expected count less than
5. The minimum
expected count is .10.
Interpretation:
With the help of above computation of chi square test it has been evaluated that, the value
generated is greater than the significance value of 0.1 thus, null hypothesis is accepted and
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alternative is rejected. Therefore it can be interpreted that, search engine is another major method
of online advertising the senior authority of Morrison undertakes in order to enhance the reach
towards customers as well as attracts large number of audience for the future sustainability.
4.5 Conclusion
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CHAPTER 5: CONCLUSION AND RECOMMENDATION
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