Harsh Project
Harsh Project
ON
Submitted By
Harsh Srivastava
(2k17/MBA/031)
This is to certify that the dissertation report titled “Study of the impact of digital
marketing on consumer behaviour”, is a bonafide work carried out by Mr.
Harsh Srivastava of MBA 2017-19 and submitted to Delhi School of
Management, Delhi Technological University, Bawana Road, Delhi-42 in partial
fulfillment of the Requirement for the award of the Degree of Masters of Business
Administration.
Date:
DECLARATION
The information and data given in the report is authentic to the best of my
knowledge.
This report is not being submitted to any other University, for award of any other
Degree, Diploma or Fellowship.
DATE:
ACKNOWLEDGEMENT
First of all, I would like to thank Mr. Chandan Sharma, who was my guide and my
mentor during this project, for providing me with the opportunity to do this
dissertation under his guidance and expertise.
Lastly, I would like to thank God for giving me the skills and the patience because
of which this project was made possible.
Harsh Srivastava
Executive summary
CHAPTER 1: INTRODUCTION……………………………………………8
1.1: Introduction………………………………………………….
1.2: Objective of the Study…………………………………......
1.3: Research Scope……………………………………………
1.4: Chapter Outline…………………………………………….
1.5: Summary……………………………………………...........
CHAPTER 2: THEORY AND LITERATURE REVIEW…………………
2.1: Introduction………………………………………………….
2.2: Literature Review Methodology…….………..………......
2.3: Digital Marketing and Consumers…..……………………
2.4: Consumer Decision Making………………………………….
2.5: Consumers in India……………….……………………….
2.6: Summary……………………………………………...........
CHAPTER 3: RESEARCH QUESTIONS……………..…………………
3.1: Introduction………………………………………………….
3.2: Research Question 1…………. …….………..………......
3.3: Research Question 2…..………………………………….
3.4: Research Question 3………………………………………
3.5: Summary……………………………………………...........
CHAPTER 4: RESEARCH METHODOLOGY………..…………………
4.1: Research…………………………………………………….
4.2: Questionnaire……….…………. …….………..………......
4.3: Limitations…..………………………………………………
4.4: Summary……………………………………………...........
CHAPTER 5: RESULTS……………………...…………..…………………
5.1: Introduction………………………………………………….
5.2: Questionnaire Results…………. …….………..………......
CHAPTER 6: DISCUSSION OF RESULTS……………..…………………
6.1: Introduction………………………………………………….
6.2: Understanding the impact of Digital Marketing on
Consumer Behavior …………. …….………..………......
6.3: Understanding the influence of Gender Impact on
Consumer Behavior …..………………………………….
6.4: Understanding the Geographic Impact on
Consumer Behavior ………………………………………
6.5: Summary……………………………………………...........
CHAPTER 7: Conclusion……………………….………..…………………
7.1: Principal Findings………………………………………….
7.2: Business Recommendations…..….………..…..……......
7.3: Future Research Recommendations….…….……………
7.4: Conclusion……………………………………………...........
CHAPTER 1: INDUSTRY
1.1 Introduction
Due to the advances in technology, the rise of the internet and the
development of Web 2.0, interconnectivity between individuals has risen
substantially. The evolution of Web 2.0 as a technological advancement has
changed the way organisations interact with consumers, and as a result has
caused a shift in digital marketing strategies.
With the rise of social media, marketing departments now have various
options available to them for branding their products, such as advertising,
publishing of brand content, participation in social networks and developing
engagement opportunities for consumers to participate with the brand.
According to Stone and Woodcock (2013), applications or content for digital
marketing can be designed to engage with the consumer at any time and in
any place, with the purpose of informing, educating, entertaining or providing
insights for the brand.Due to the recent trends in technological
advancements, marketing channels and consumer behaviours have seen a
shift, which has impacted the consumer decision making process when it
comes to product purchases. Consumers’ engagement with brands has
changed, thus organisations need to adapt their marketing strategies to reach
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them.
https://www.statista.com/statistics/278407/number-of-social-network-users-in-
india/
The above penetration statistics for India as at January 2018 indicate that
digital marketing is a significant platform that organisations can use to reach
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consumers.
One can see the revolution in the internet which is in full swing. Five years
ago there was limited internet access. Many of small to large internet service
providers have set up shop as we can term them as e commerce website
where there is price of war .Even small internet kiosks have been opened in
small town as well Nowadays internet represents for people in different way
such as for middle class it may be a good job and for some it may be a chance
to go abroad .But still there is realization that the internet can reach only to
the wealth people which actually is not the fact and which actually should not
be there . We all have heard about the term net neutrality and the government
is working on it which basic aim is to provide internet to every individual no
matter where he or she lives in the same amount in which others are getting.
For the Indian businesses which are set up in abroad net provides them
efficient medium of communications. Email and websites are available 24 *
7, One can do video conferencing and move ahead with his business
practices sitting anywhere so this is the ease which we have got after the
internet came into the existence. On one click we can pay, book tickets,
communicate, learn, search etc. The demand have still not met efficiently and
it’s still represents a barrier to business and societal development. Even the
government of india is working towards the laying down of the infrastructure
so that there is no lack of development. Providing the net to the rural areas is
the main aim for the government because it also creates employment.
The purpose of this study is to analyse the following points as stated below:
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1.3 Research scope
The scope of the study remains within the geographic region of India.
Chapter 7 is the conclusion of the research study. The chapter describes the
limitations of the study and makes recommendations for business and future
studies in this field.
1.5 Summary
The advancement of technology, the rise of the internet and the development
of Web 2.0 has increased the interactions between, and the connectivity of,
individuals. Due to these developments there has been a shift in consumer
behaviour, thus organisations have had to change the way they interact with
consumers. In turn, this has led to a shift in digital marketing strategies.
4
Due to these changes there has been an impact on the consumer decision
making process. The aim of the research study is to gain an understanding of
the impact of digital marketing on the consumer decision making process.
5
CHAPTER 2: THEORY AND LITERATURE REVIEW
2.1 Introduction
The search for relevant literature was mainly conducted through academic
textbooks and research databases such as Google Scholar. Journal articles
were sourced from the research databases and focus was placed on peer
reviewed journal articles within the last five years. The literature review search
was focused on the relevant aspects of the research study, which were digital
marketing, consumer behaviour, consumer decision making, consumers in
India.
At first searches on these aspects were only done for Delhi but limited
information was found and in order to increase the understanding of impact
on demographic influence I tried to widen my presence and was successful
in widening the presence and understand the impact.
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2.3 Digital marketing and consumers
For example, if a landing page has a conversion rate of 10% and receives
2000 visitors a month, then the page will generate 200 conversions per
month. If the conversion rate can be upgrade to 15% by optimizing different
8
elements on the page, the number of conversions promot jumps by 50% to
300 per month.
The Ecommerce Foundation (2016) also indicated that to be in the top 25%
of organisations one needs to have a conversion rate of 5.31%, while the top
10% of all organisations have a conversion rate of greater than 11%.
The rise of the internet provided a new channel for consumers and brands to
connect, and also provided consumers with more choice, influence and power
9
(Stokes, 2011). According to Al Kailani and Kumar (2011), the internet
enabled organisations to reach consumers on a worldwide scale, whereby
consumers survey, select and purchase products from organisations around
the world. Due to the rise of the internet, consumers now have more control
of their media consumption than ever before.
10
According to research, the web is a resourceful tool for organisations to create
strong brands and gain a competitive advantage. Firms have utilised the
benefits of the internet through the adoption of social media in order to provide
information and connect with consumers and stakeholders to generate sales.
Furthermore, consumers are responsive to social media marketing
implemented by retailers; it was argued that retailers need to plan and
coordinate their marketing strategies to implement them across the different
platforms to engage with consumers and generate sales. Research conducted
found that social media marketing is important, and that organisations use
these channels to communicate and manage consumer relationships. Social
media enabled consumers to be at the centre of an organisation’s activities and
is a new tool for interacting with consumers.
The various studies discussed above found that digital marketing is a powerful
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marketing tool for reaching consumers. There are various methods of
connecting to consumers through digital marketing which are listed above, and
as indicated by the research studies, digital marketing has a significant impact
on consumers through engagement, exposure to the brand, fostering
relationships and influencing purchases, which results in sales of the product.
2.2Consumer behaviour
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organisations have to be cognisant when developing digital marketing
advertisements as the content will resonate differently with consumers.
Culture can be broken down into smaller subcultures that provide a detailed
identification of the socialisation of consumers. Elements of subcultures are
geographic regions, nationalities, religion and racial groups (Kotler & Keller,
2012). Digital marketing channels need to be designed for a specific target
market, as consumers will relate to content in different ways.
Social classes are divisions in society, which includes consumers that share
similar behaviours, interests, and values, and these divisions are
hierarchically ordered (Kotler & Keller, 2012). The social standing of
consumers illustrates an aspect of a division in society, and through social
classes, consumers’ media engagement, lifestyle and consumption patterns
are impacted.
Social factors include reference groups, families, roles and status. Attitudes
and behaviours of consumers are directly or indirectly influenced by reference
groups, which include family, friends, colleagues in the workplace, and
professional or religious groups (Kotler & Keller, 2012). A consumer’s lifestyle
is adapted through the learnings derived from interactions and associations
with reference groups. The most influential consumer in the group is regarded
as the opinion leader, who is the consumer that offers advice and information
on a product (Kotler & Keller, 2012). Organisations need to be cognisant of
opinion leaders when developing digital media content.
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Consumers in groups have a role and status, which influences their consumer
behaviour (Kotler & Keller, 2012). To illustrate, a director in an organisation
has a higher status than an admin clerk. Organisations need to know their
target audience and align their digital marketing channels to reach out to
consumers. Due to their role and status, a consumer’s behaviour and
purchase decisions are impacted.
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2012).Digital marketing of the brand needs to align with the personalities of
the target market to have an impact on the consumers’ buying behaviour and
preference.
The last concept of personal factors is lifestyle and value. Lifestyle is the
interests, activities and opinions that consumers live by (Kotler & Keller,
2012), while values are the belief systems of consumers that influence their
attitudes and behaviours. Organisations must design digital marketing
initiatives in order to create a relationship with targeted consumers based on
their lifestyles and value systems.
Consumers have needs, which turn into motivation to act to satisfy those needs
when there is a sufficient level of intensity for action to be considered. Once a
consumer is motivated they are ready to act, and their actions are influenced
by their perceptions. A perception is an illustration created by a consumer
through the process of information selection, organisation and interpretation
(Kotler & Keller, 2012). Consumers’ exposure to digital marketing content has
increased on the internet due to technological advancements. The vast
exposure of digital media has led consumers to be more selective about
engaging with products being advertised, therefore organisations need to
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drive marketing activities that attract consumers’ attention.
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2.4 Consumer decision making
Brands that adopt digital and social media build relationships with consumers,
and in turn gain consumer loyalty to the brand. Organisations must be aware
of social media sites and how they influence consumer buying behaviour.
Consumers constantly consider potential purchases and evaluate alternatives
in the market. Research undertaken by Meera and Gayathiri (2015) found that
consumer expectations of interactive visual experiences such as moving
images and clickable videos have increased, which allows the consumer to
learn about products. Powers et al.’s (2012) research findings also indicate
that consumers use social media to gather information about potential
purchases and to introduce them to new products, and can also cause them
to have a mind-set change about a brand. Due to digital connectivity and the
time spent online by consumers,they now view shopping as an everyday
activity (Powers et al., 2012). Increased consumer exposure to a brand on
social media increased the likelihood of the consumer to purchase the brand.
In relation to this, research conducted indicated that 53% of consumers get
their information from forums, social media, organisations’ websites and peer
reviews before purchasing a product.
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Figure 4: Consumer decision making process (Kotler & Keller, 2012)
The first step in the decision making process is problem recognition. This is
where the consumer purchase process begins, as the consumer recognises
a problem that is triggered by internal or external stimuli (Kotler & Keller, 2012).
A problem is identified when the consumer’s existing state differs from their
ideal state. Marketers in organisations also attempt to motivate problem
recognition by initiating the decision making process through advertising. This
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is done by creating a new ideal state for the consumer or creating
dissatisfaction with the consumer’s current state (Noel, 2009). With digital
marketing,external stimuli such as advertisements will trigger the consumer
problem recognition phase and organisations need to understand the
dynamics at play.
The second step is information search, whereby the consumer searches for
information to attend to the problem recognised, and does so by gathering
information about different brands and their features (Kotler & Keller, 2012). A
consumer’s information search process is internal and external, whereby
internal is information in the consumer’s memory, and external are sources of
information through advertising and external media (Noel, 2009). As the
consumer gathers information, a few brands are strong contenders for the
final choice to be made (Kotler & Keller, 2012). Organisations should thus
identify the consumer choices to search for information in the digital space
and prepare marketing initiatives that will reach out to the consumer.
The third step in the process is the evaluation of alternatives, whereby the
consumer evaluates product brand alternatives to satisfy their needs and
attain benefits. Beliefs and attitudes acquired through learning and
experiences influence the buying behaviour of consumers and play a role in
the evaluation of alternatives (Kotler & Keller, 2012). Organisations should
design their digital marketing initiatives to attract and retain consumers based
on their values and beliefs.
The fourth step is the purchase decision, which comes after the evaluation of
alternatives when the consumer derives a preference among the brands
considered and intends to buy the preferred brand (Kotler & Keller, 2012). The
purchase decision is influenced by perceived risk, whereby the purchase can
be modified, postponed or avoided. Perceived risk attributes consist of
product attribute uncertainty, amount of money involved in the purchase, and
the level of consumer self-confidence (Kotler & Keller, 2012). Organisations
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should provide information through digital marketing to reduce the perceived
risk consumers face so that the purchase can take place.
The final step in the process is post purchase behaviour, which is the level of
dissatisfaction or satisfaction the consumer derived from the experience post
the purchase of the product. Satisfied consumers promote the product and are
likely to purchase further products, whilst dissatisfied consumers will return
and complain about the product (Kotler & Keller, 2012). An organisation’s
response to consumer complaints plays a key role in its success; on average
a dissatisfied consumer shares their views with approximately ten other
individuals (Noel, 2009). Digital media connects consumers and provides a
platform for consumers to air their views, so organisations need to monitor
post purchase behaviours via these channels to attend to consumer
complaints and enable the retention and attraction of consumers.
Organisations can use information derived from post purchase behaviour to
understand consumers and build a relationship to entrench them and avoid
consumer brand switching.
With the rise of digital technology, it is valuable to understand how the trend
of digital marketing impacts consumers in influencing their decision making
processes. This research study aims to explore this concept from the
perspective of organisations.
At present, around 35% of Indian population has access to the internet, and this
figure is expected to reach above 55% by the end of 2025, thanks to the rapid
development of telecom infrastructure.
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2.6 Summary
The research problem in this study concerns the impact of digital marketing
on the consumer decision making. In the literature review, the methodology
and each aspect of the research problem was described, which included
digital marketing and consumers, the Consumer Behaviour Model, the
consumer decision making process and consumers in India. From the
literature review it is evident that due to the rise of the internet and Web 2.0,
consumer engagement, behaviour and decision making has changed.
Organisations thus need to understand these changes and align their
marketing initiatives accordingly.
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CHAPTER 3: RESEARCH QUESTIONS
3.1 Introduction
23
reducing this gap .
3.5 Summary
The research questions derived for the study focused on three sections with
regard to digital marketing and its impact on the consumer decision making
process. The first research question consisted of a set of questions that were
created in order to understand the impact of digital marketing on consumer
behaviour; the second research question consisted of a set of questions that
were created to understand the impact of digital marketing and the last
research question was created to understand the impact of digital marketing
on consumer decision making. Analysis of the questions were carried out with
the results being depicted in Chapter 5, followed by a discussion of the results
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CHAPTER 4: RESEARCH METHODOLOGY
4.1 Introduction
The research methodology chosen for this study was a hybrid approach, i.e.
exploratory (qualitative) and descriptive (quantitative). A hybrid approach
seemed appropriate as it is a mixed approach of qualitative and quantitative
testing, which leverages exploratory and descriptive research. The research
was conducted in two phases, with the first phase being exploratory and the
second phase being descriptive.
4.1 Research
25
4.1.2 Population
26
4.2 Questionnaire
27
28
29
4.3 Limitations
Although the research methodology was well defined, there were limitations
to the study.
Firstly Respondents may not be 100% true about the answers.
Secondly, Some the questions may remain unanswered.
Limited information and research were found on digital marketing
Thirdly, there might be differences in understanding and interpretation.
4.4 Summary
The research methodology for the research study was a hybrid approach,
which consisted of an exploratory and a descriptive approach. The research
approach consisted of two phases - firstly exploratory, then descriptive. As
limited information and research were found on digital marketing and its
impact on consumer decision, an exploratory approach was used to gain new
insights into the research topic. The descriptive approach was undertaken
thereafter to supplement the exploratory approach.
5.1 Introduction
This chapter will first outline the data gathering process, after which a
description of the analysis approach will be provided. Next, the study’s
reliability and validity will be discussed, the detailed results derived for the
three research questions will be illustrated, and lastly the chapter will be
summarised.
5.2.1: Age
5.2.2: Gender
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5.2.3: Profession
32
5.2.5: Online Advertisement helps to make better selection
33
5.2.7: Most of Online Advertising are highly educative
34
5.2.9: Do Advertisement actually leads you to buy the product74 responses
35
5.2.11: Online Advertisement produce intense desire to buy the concerned
product
36
5.2.13: Do you see Online Ad's of Debit Card
37
5.2.15: Which debit Card Ad's do you see the most
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CHAPTER 6: DISCUSSION OF RESULTS
6.1 Introduction
The research findings discussed in Chapter 5 will be discussed in this chapter
in relation to the literature reviewed earlier in the research study. The layout
of Chapter 6 will be similar to Chapter 5, i.e. the research questions will be
addressed in order. The first aspect is understanding the impact of digital
marketing on consumer behavior and then, there will be a discussion
regarding the influence of Gender Impact on consumer Behavior and also
Geographic impact on consumer Behavior.
For the first research question, three themes were identified - consumer
perception of digital marketing, digital marketing consumer characteristics,
and digital marketing influence on consumer behaviour. Results linked to
these themes are discussed below, linking it to the relevant literature.
As at January 2016, 49% of the Indian population were active internet users,
and 24% were active on social media. To build on this, 60% of the adult
population owned a smartphone, 18% owned a laptop or desktop computer,
and 7% owned a tablet device (Kemp, 2016). Further statistics published by
Kemp (2016) showed that the number of internet users and social media
users in India grew by 5% and 10% respectively for the period from January
2015 to January 2016.
39
The results obtained from the respondents indicated in section 5.5 corroborate
the above statistics, as the insights obtained suggested that consumers have
an embracing perception of digital marketing and the uptake of consumers to
digital marketing is on the increase.
The results further established that in order for organisations to stay relevant
in the industry, they need to be present in the digital space to connect to
consumers. This is in line with the finding by Rasool Madni (2014), who
argued that social media enables consumers to be at the centre of an
organisation’s activities, and is a new tool for interacting with consumers.
Ultimately, interactive web tools enhance consumer experiences and
contribute to consumer engagement with organisations and their brands
(Paolocci, 2014).
Engagement rates and click through rates measure the success and
effectiveness of digital marketing advertisements. According to research
conducted by The Salesforce Marketing Cloud (2014) for 2013, Facebook
engagement rates ranged from 0.92% to 13.65% for the retail and e-
commerce industries, while research conducted by Salesforce Inc. (2013)
indicated that the average click through rate was 0.332% in 2013 for India for
Facebook advertisements.
The engagement rate of 22.43% and a click through rate of 2.69%. These
statistics, which are greater than the average engagement and click through
rates, cement the notion that consumers have a strong, embracing perception
of digital marketing. However, it must be noted that the click through rate
indicated in the digital marketing was 0.29%, which is lower than the average
of 0.332% published by Salesforce Inc. (2013).
Consumers engage with social digital media marketing through views, likes,
shares and comments.
40
marketing and the findings are in line with the literature reviewed in this study.
However it must be noted that other marketing means other than digital are
still relevant to consumers. The next section describes the characteristics of
these consumers.
41
conducted and the literature retrieved. Alignment was established for the most
part, with the exception of trend followers and social information seeking. This
is due to the internet bringing in a new dimension that consumers have
access to, which has the ability to facilitate behavioural changes. With the
emergence of social media and the high volume of information that can be
accessed on the internet, consumers are finding it easier to follow trends in
the global and local environment as well as seek information through websites
and social media.
Overall, consumers who access the digital environment have a diverse set of
characteristics and are evolving. However the older generation and consumer
who do not have access to digital are still accustomed to the traditional
channels of marketing which cannot be ignored but changing nature of
industry demand the adaptability also.
To build onto the insights of the research question, the section below
discusses digital marketing’s influence on consumer behaviour.
Consumers have embraced the internet and online socialising tools, and
understand that consumer behaviour is key for marketing success. Human
interaction has seen significant changes due to engagement on social
networks, and the growth of web platforms has facilitated the human
behavioural change of activities, habitats and interactions. As per Stokes
(2011), the internet has provided a new channel for consumers, offering them
more choice, influence and power. Consumers now view shopping as a daily
activity due to digital connectivity and the time spent online by consumers
(Powers et al., 2012).
The quotes by the respondents are in sync with the above literature regarding
the impact of digital marketing on consumer behaviour. Digital marketing has
42
provided a new channel for consumers to connect with an organisation’s
brand, and has facilitated a human behavioural change as consumers are
now turning to the digital space to follow trends, obtain information and get
the latest updates on brands. It was also indicated that digital media
consumption by consumers is now part of who they are. Consumers who
engage through social media enjoy way communication with retail
organisations and is a move away from the traditional marketing method of
one way communication to the consumer.
The research findings when compared to the literature review of the study,
and the results were aligned to the literature. In summary, consumers have
an embracing perception of digital marketing, a diverse set of characteristics
and digital marketing influences consumer behaviour. These aspects were
also evident in the literature review however consumer characteristics such
as following trends and social information seeking emerged as new aspects.
6.3.1 Conclusion
We can draw inferences from the above discussion that gender is a very
important factor among all the factors; it plays a very crucial role in purchase
decisions. Women are more internally focused whereas men ought to be
externally focused. Gender shapes different characteristics of female and
male shopper. It has been suggested that male and female consumers
demonstrate considerably different approaches in their decision- making and
purchasing behavior when shopping.
There are significant differences in the behavior of people who live in urban
areas, rural areas and in the suburbs. The greater mobility of the urban
population has instigated the need for numerous and various services
44
(transport, restaurants, travel agencies, etc.). Variety of service choices
increases differences in the behavior of potential tourists in the process of
choosing a tourist destination in metropolises worldwide.
As we can also understand the data that is collected from the Survey is that
most of the people are from Delhi and also that there is statics that suggest
number of active users of internet are more in the urban area than rural area.
6.5 Summary
The literature was aligned to most of the results, however certain key
differences were noted and discussed. Consumers who enter the digital
space have a diverse set of characteristics, and as a result of digital marketing
they can make a decision on which product to purchase before entering a
retail outlet. Brand loyal consumers also add a new dynamic, as aspects such
as gathering information and evaluating alternatives are limited for these
consumers.
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CHAPTER 7: CONCLUSION
This research study was conducted in order to gain insights into, and an
understanding of, digital marketing’s impact on the consumer decision making
process. The research methodology for the study was a hybrid approach,
using exploratory and descriptive methods, with the exploratory approach
being the primary research methodology.
The first research question was centred around the impact of digital marketing
on consumer behaviour. The results revealed that consumers have an
embracing perception of digital marketing and their uptake of the trend is on
the increase. It was also established that these consumers have a diverse set
of characteristics, which are influenced by the evolving trend of digital
marketing. Consumers are now more connected with organisations than ever
before. Lastly, it was illustrated that digital marketing does have an influence
on consumer behaviour, which has evolved to incorporate the digital space
into consumers’ daily lives. Digital marketing has provided a new source of
information for consumers and a platform to be social.
The results of the study were aligned to the literature reviewed, however
elements of consumer characteristics and the consumer decision making
process were added. Taking the results of the research study into
consideration, recommendations for business and future studies are advised,
however the limitations of this study must be taken into consideration when
considering the recommendations.
When analysing the themes of the study, businesses must take into account
the factors regarding how digital marketing impacts the consumer decision
making process.
In the information search phase businesses need to ensure that accurate and
up-to-date information is available for the consumer to search through.
Information must be easily accessible to consumers, thus there is a need to
identify the correct digital channels to utilise.
In the purchase decision phase the consumer is ready to make the purchase.
Businesses need to ensure a smooth process for the consumer to purchase,
whether it is an online or in-store purchase. The product needs to be available
and the checkout process needs to be a pleasurable experience for the
consumer.
The last phase – the post purchase decision - can enable a business to turn
a customer into a loyal consumer and become an ambassador of the brand.
Here customer service plays a key role. Businesses need to develop
strategies to retain consumers by resolving consumer complaints, engaging
in ongoing two way communication and re-targeting of consumers.
48
decision making. Due to the digital environment, consumers can make a
decision to purchase product prior to visiting a retail outlet, therefore the in-
store influence on a consumer to purchase becomes minimal. In principle,
businesses need to develop strategies to reach out to consumers at the
moments that most influence their decisions.
7.4 Conclusion
The research study was centred around digital marketing and the impact on
consumer decision making. According to Tiago and Verissimo (2014), limited
research has been conducted on digital marketing from an organisational
perspective, thus the academic need for this study. The business need for the
study was to identify and evaluate the impact of digital on the consumer
decision making process.
To conclude, recommendations for business were discussed, which must be
considered in light of the limitations indicated in the research study. Lastly,
future research recommendations based on this research study were
outlined.
49
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