Analyzing Web Advertising Efficiency on Consumers in Australia

This case study investigates the efficiency of web advertising on consumer behavior within the Australian retailing sector, specifically focusing on superstores. It addresses the problem of whether consumers are truly engaged with online advertisements, considering their focus on personal tasks. The study aims to clarify the efficiency of new media marketing, determine the consistency of web-based promotion through recall, and establish the association between web-based promotion and purchasing choices. Using a sample of one hundred consumers, the research seeks to bridge the gap in understanding internet marketing effectiveness. The expected outcomes include insights into consumer motivations, time spent on new media, and the impact on commodity selection. The research employs literature review, conceptual framework, and hypothesis testing to analyze the relationship between web advertising and consumer behavior, offering valuable information for businesses and future research.

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Efficiency of Web Advertising on Consumers Behaviour: A Case Study of Australia Retailing
Superstore Consumers’.
Student’s Name
Institution Affiliation

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Table of Contents......................................................................................................................2
SECTION I……………………………………………………………………………………4
INTRODUCTION………………………………………………………………………...........4
Statement of Problem…………………………………………………………………………..4
Research Aim…………………………………………………………………………………..6
Research Objectives…………………………………………………………………………....6
Research Questions…………………………………………………………………………….6
Justification of the Study………………………………………………………………………6
Expected Outcomes…………………………………………………………………………….7
SECTION II…………………………………………………………………………………...8
LITERATURE REVIEW, CONCEPTUAL FRAMEWORK AND HYPOTHESIS………….8
Internet Advertising…………………………………………………………………………….8
Integrated Marketing……………………………………………………………………………8
Efficiency of Advertising……………………………………………………………………….9
Conceptual Framework...............................................................................................................10
Hypothesis...................................................................................................................................11
METHODOLOGY…………………………………………………………………………….13
Research Design………………………………………………………………………………..13

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Population of the Study………………………………………………………………………...14
Data Collection Techniques and Tools……………………………………………………........14
Data Analysis…………………………………………………………………………………..14
SECTION III………………………………………………………………………………….16
ORGANIZATION OF THE STUDY……………………………………………………….....16
BUDGET……………………………………………………………………………………….16
Research Proposal Budget and Budget Justification…………………………………………...18
References………………………………………………………………………………………19

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SECTION I
INTRODUCTION
Hassan, Nadzim and Shiratuddin (2015) has explained that internet has grown
tremendously over the past years both in development of applications and in number of potential
users because of its distinctive characteristics. Its distinctive features include tractability,
personalization and interactivity. Web has been the most useful medium in communication,
showbiz, technological advancement as a significant influence in social life. According to
Hassan, Nadzim and Shiratuddin (2015) is that internet has transformed how people carry out
business, has it permits merchants to offer unconstrained variety of commodities and amenities
customers all around the globe.
According to Ivanova (2012), is that internet has develop into advertisement medium, has
most companies utilize it to market their products in both local and international marketplace.
Organizations are investing a lot of money into web advertising to obtain a greater yield on
venturing on the ads. In addition internet has permitted consumers to control access of
information on commodities. Thus, factors that contributes to costumers’ information control
over the internet include the decision of when to buy, where to buy and kind of commercial
content they want to perceive. Ivanova (2012) added that internet enables customers to obtain a
wide range of commodities around the globe that has minimize the time and effort they devote
on purchasing.
Statement of Problem
Cornée (2017) suggested that promoters are anticipated to move and devote millions of
dollars in internet marketing and advertising. It is also believed that in the near future most firms

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will use web-based marketing instead of traditional ways of products promotion because of the
recent advancement in technological innovation. Förster and Rohn (2013) has stated that internet
products promotion broadly comprises of numerous commercial content presentations in video
slide and audio. The solicited or unsolicited embraces firm websites, company logos, e-messages
or electronic messages via mails, pop ups, banner advertisements, high-rise building
advertisements, vigorous media, and interactive games. Due to prompt growth in technology
advancement, internet has become significant to consumers in discovering most what their need.
Some of the consumers’ needs include entertainment, communication, shopping and information
as internet have panacea serves. It has resulted to over seventy percent of potential users who can
access it on regular basis. The primary problem stated by Förster and Rohn (2013) is that most
internet consumers are interested with their personal tasks, but they do not look at the
advertisements and posters being exposed on the website page, most significant is the kind of
their recalling ability. As online consumers tends to maintain their recalling ability, the key
question that remain is the efficiency of the online product promotion all across the target groups
of consumers.
Thus, the study will sample one hundred consumers from retailing superstores in
Australia the sample will be viable to establish the efficiency of online marketing to consumers
in Australia. Conversely, Finley (2014) suggested that future researchers can look into effect of
web marketing all over the globe to enhance understanding of the internet marketing efficiency.
As added by Finley (2014) is that various studies are required to bridge the gap to determine the
validity of the research outcomes. Hence, to bridge the existing gap the study will sought to find
out the efficiency of web advertising on customers’ behaviors based on Australia retailing
superstore consumers.

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Research Aim
The research will aim at scrutinizing the efficiency of internet marketing and advertising
on costumers’ behaviour on retailing industry specifically superstores in Australia.
Objectives of the Research
Main objectives of the study will include;
i. To clarify the efficiency of new media marketing on creating and promoting
awareness.
ii. To find out the consistency of web-based promotion through a recall.
iii. To establish the association between web-based promotion and purchasing choice.
Research Questions
The research questions that will guide the study are the following;
1. What is the efficiency of internet marketing and advertising on clienteles’ behaviour
retailing industry specifically superstores?
2. What is the reliability of internet marketing and advertising on costumers’ behaviour
specially those associate with retailing industry?
3. What is the association between internet promotion and acquisition choice?
Justification of the Study
The study determination will be imperative has it will contributes in bridging the gap and
generation of new acquaintance of efficiency of web advertising on customers’ behaviors all
round the world. Internet advertising is a working prototypical of marketing which is being used
by business. Nevertheless, few research has not been carried out to find out the efficiency of

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internet on consumers’ habits (Hassan, Nadzim & Shiratuddin, 2015); (Massey & Barreras,
2013). The study will contribute to cohort of knowledge that can be utilized by business
organizations such as banks on how to deploy web marketing and its effectiveness towards
consumers’ choices.
Expected Outcomes
The research proposal is being anticipated to comprise various results at the end of the
study. Some of the expected results include.
A. It provides a clear understanding motivational aspects that insists retailing superstore
consumers to uses new media websites during their work hours.
B. It will as well indicates average time retailing superstore workers spend when using new
media to lets the superstore and other superstores to utilize this data so has to motivate
their clients.
C. It will as well provide an analytical scheme for indication and examination of the possible
effects of the use of new media websites to change consumers behaviour particularly in
the selection of commodities during his/her purchases.
However, the result of the proposal will be useful to superstores, researchers, retailing industry
potential investors and other companies in the industry (Massey & Barreras, 2013).

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SECTION II
LITERATURE REVIEW, CONCEPTUAL FRAMEWORK AND HYPOTHESIS
Internet Marketing
Kahar et al. (2012) stated that modern advertising channels include the internet platforms
predominantly the websites has portion of the internet innovation. The internet platforms have
been found to be the main challenge to traditional forms advertising such as television
advertising. Khasnabish and Haiven (2012) has defined mass broadcasting mediocre as the
communication network in which one individual or groups of people can use to conveying
information or a large audience device around the globe. On the other hand, internet offers a
collaborative substitute to mass communication channels has it offers the use of web pages,
discussion clusters and electronic mail (Kahar et al., 2012).
Advantage of internet to advertisers who embraced it is the opportunity to interconnect
directly with potential clients. It is through the channel that enable promotion of their
commodities in a personalized custom to interested individuals inside the firm market target.
Reduction in wastage of time and fund regularly experienced in main stream media will be
reduced because of this new and modern interactive channel of product promotion. Companies
managers’ have to re-visit their techniques, agency schemes and provision of services, and
evolving new communication plans for internet because market being shared can be lost to
personalized and more interactive form of online advertising as deduced by (Kahar et al., 2012).

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Integrated Promotion Message Package
Internet has greatly contributed to the adoption of integrated promotion communiqué
methods appropriately has suggested by (Massey & Barreras, 2013). It permits advertisers to
communicates direct with their potential consumers independently has compared to traditionally
method of advertising. According to Massey and Barreras (2013), internet play main role in
organization communication mix has it allows the operation of advertisement to be incorporated
with other ways of advertising integrated. The application of marketing integration include the
progression that is away from the traditional approach of promotional communication framework
utilized by the main streams media.
Zhang, Pelechrinis and Lappas (2018) explained the inclusion of internet in company
marketing mix will not eradicate the use of main stream media as channel of advertising.
Example of main stream media channels of advertisements include newspapers, radio and
television. Internet can reduce the cost incurred in main stream media to advertise has it is
arguably that individuals can access internet regularly with their personal computers’. Resulting
to frequent and effective communication to the targeted consumers by making both communal
exchange using email and exchange to purchase of products on the websites. Khasnabish, and
Haiven (2012) added that marketing sector is being challenged to generate a more directly,
personalized and collaborative communication to get the targeted market by use of internet.
Customer Behaviour
Yang and Clark (2015) suggested that client behaviour is how individual select, dispose
and protected the product and services in order to satisfy their needs and factors that have them
in the process. Pandey (2014); Finley (2014) emphasized on consumption interrelated behaviour
that are regularly undertaken in a collective manner by all consumers. Massey and Barreras

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(2013); Ramanathan (2013) describe that costumer behaviour cannot only be taken has a
purchasing processes but has disposal and usage of commodities, hence, information can be
significant to organization when making promotional decisions.
Internet Promotion and Customer Behaviour
Khasnabish and Haiven (2012) explained that development of the internet internationally
has a means of communication structure as molded a new advertising network to both advertisers
and marketing agencies. They are to utilizing it by provide promoters with the new ways of
promoting their product and appropriate means of getting to target consumers via promotional
and persuasive messages. Also, Khasnabish and Haiven (2012) added that the psychological
aspects including feeling, thoughtfulness and consciousness have to relate directly with the
clients’ online shopping experience in order to pay attention to the message being conveyed in
the message. Magnat (2017) had suggestion that firms should have ambition to strength
consumer interactions with effective advertisement on internet or website by keeping both
cognition and context in consumer mind. It is unfortunately has most firms tend to provide a
generic experience to all their consumers rather than depend on analysis of consumers’ personnel
experience by (MacDonald, 2017). Thus, these have not been able to develop successful
innovation to bring the positive potential in their experience of advertisement to the level
collaboration and integration that will accurately let the effective attainment of communication.
Consequently, when costumers’ experience have been touched the stimuli can raise leading to
positive response towards the commodities.
Conceptual Framework

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The conceptual framework of the research proposal explores the key independent or
objective of the study in order to explain the connection between internet marketing and its
impact on consumers’ behaviour.
Figure 1. Conceptual Framework linking the problem of the study variables. (Ivanova, 2012);
(MacDonald, 2017).
Hypothesis
Based on the research proposal problem statement and the objective the following
hypothesis will be proposed to testify the study.
Hypothesis one:
Null Hypothesis: Use of web advertising sites by superstores does not positively and
significantly affects consumers’ Purchases.

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Alternative Hypothesis: Use of web advertising by superstore positively and significantly affects
consumers’ Purchases.
Hypothesis two:
Null Hypothesis: Use of web marketing does not positively and significantly upsets Knowledge
and Wisdom of the consumers.
Alternative Hypothesis: Use of web marketing positively and significantly upsets Knowledge
and Wisdom of consumers.
Hypothesis three:
Null Hypothesis: Use of internet marketing does not positively and significantly affects Selection
Ability of consumers’.
Alternative Hypothesis: Use of internet marketing positively and significantly affects Selection
Ability of consumers.
RESEARCH METHODOLOGY
This section of the research project focuses on the methodological approaches that will
deployed in the study. It gives a comprehensive explanation of the research approach that will be
embraced in the study. The subsequent sections are research strategy, study population, sample
strategy, collection of data and statistics analysis that will be used in the study (Massey &
Barreras, 2013).
Research Design
The study will use descriptive or evocative research. Descriptive research encompasses
data collection that define occasions and then categorizes, tabularizes, portrays, and designates
the data collection. It regularly uses visual-aids tools including pie-charts and charts to aid help