Impact of Digital Marketing on Customer Buying

Behavior

Program : MBA Executive

Submitted To : VIRTUAL UNIVERSITY OF PAKISTAN

Date of Submission : 14- December- 2018

Submitted By : Nasir Riaz

Student ID : Mc140401518

D E P A R T M E N T O F MANAGEMENT
SCIENCE
VIRTUAL UNIVERSITY OF PAKISTAN

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 Contents

CHAPTER 1................................................................................................................................3
Introduction of the Project........................................................................................................3
Background…………………………………………………………………………………...4
Objective of the Project………………………………………………………………………5
Significance of the Project……………………………………………………………………6
Research Question……... ……………………………………………………………………6
CHAPTER 2................................................................................................................................7
Conceptual Review….…….…………………………..…………………………………..….7
CHAPTER 3................................................................................................................................8
Competitors Analysis. …….……………..…………..…………………………………..…..8
CHAPTER 4................................................................................................................................9
Data collection sources…….……………..…………..……………………………………..9
Data collection insturments......................................................................................................9
Subjects or participents ...........................................................................................................9
Field work / Data Collection....................................................................................................9
Data processing and Analysis...................................................................................................9
BIBLIOGRAPHY......................................................................................................................10

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 Chapter No.1
INTRODUCTION

1.1 Introduction of the Project

Introductory Paragraph:

As this is the age of electronic media. Now trend is changed the world is become “Modern
World” and has been shrunk like a village due to advancement in technology. Now online
advertising considered as better than the manual methods of adverting that are costly and less
responsive than the digital advertising. Same way customer’s behaving is also changed. With the
advancement in technology customer can see streaming about product and get all information by
just sitting at their home and can communicate directly with the company or business. Customer
does not need to go any shop or firm because digitalseller provides a facilityof live advertising
and booking an order.

Businesses prefer digital media and advertise through social media make them more reliable and
beneficial because instead of door to door campaign digital advertising automatically reached to
each door when a customer open their profile or search a product according to their need.
Furthermore customer can get detail of all features of product and know well about market
behave, change in fashion, quality of product and cost at different levels. By So customer’s
behave is totally changed.

Descriptions of the Project Title:

The project title “Impact of Digital Marketing on Customer Buying Behavior”, shows the change
in world and customer behavior and trend. Digital marketing or Online Marketing relives better
impact on consumer’s mind than the manual or traditional methods of adverting.

 The use of digital marketing in the digital age not only allows for brands to market their
products and services but also offers online customer support through 24x7 services to
make the customer feel supported and valued.

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  The use of social media in digital marketing which allows brands to receive both positive
and negative feedback from their customers.
 Improvements of brands by taking continuous feedbacks from customer and responding
to them.
 Not surprisingly, billions of marketing dollars spent on traditional channels is already
starting to shift to digital marketing campaigns and this will endure to increase as the
Web matures.

Rationale of study:

As the current age is called as digital world and this term suggest that Internet technology has
shrunk the world like a global village so this is a better way to enhance production of company
and taking regular feedback from customer. Since digital marketing strategiesis not just a quickly
emerging power in today’s world of marketing, it is set to be the eventual fate of marketing, and
it seems that soon digital marketing will beat all the traditional marketing maneuvers. We all are
mindful that the world is quickly moving from traditional to digital way of functioning. People
prefer to devour digital content, and businesses that have not yet perceived digital marketing in
their advertising systems need to habituate as soon as possible. It also provides easy and more
attractive and understandable tools that provide reliability to clients/customer for better
understand the brand.

1.2 Background

At the beginning of the century, social life was typically local and customer was some not so
known as the current age. It was followed by a period in which merchandises were produced on a
mass scale. Consumer Marketing operated on mass marketing principles and business primarily
concerned itself with how to shape the best sales force. At the end of the century, there is an
evolving global culture. The major motorist of these changes is technology. Technological
change has moved progressively back focusing on the individual. These changes shape the
prospect and conduct of business. As the tools and reach of marketing increase, the job and

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responsibilities of marketers have advanced with them. As the new technology of the Internet
develops, it reinforces the new marketing position - which in many ways is a return to business at
the turn of the century.

In today’s technology driven world, a new fast paced digital economy is growing. In the near
future, it wouldn’t be surprising to realize that there are companies that exist only inside
computer networks. Most business transactions will be made electronically, directly from the
producer to the consumer, by transitory the supply chain. In the digital marketing environment,
the consumer becomes an essential player in the development of the product. In fact, a consumer
might build the product himself from anextensive array of parts provided by the company. It is e-
commerce that is varying the way products and services are conceived, manufactured, promoted,
priced, distributed and sold. The reason being that it is much cheaper; it permits vast coverage
and helps in serving the customer better.

1.3 Objectives of study:

 To know well about consumer’s behave, change in trend and advance advertising
techniques.

 To increase sales of companies and target a consumer at near level.

 To build brand awareness and improving quality by taking regular feedback.

 To grow market share and provide a better way of communication.

 To launch new products or services with fast and modern way.

 To target new customers.

 To enter new markets internationally or locally.

 To improve stakeholder relations.

 To enhance customer relationships.

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1.4 Significance of Study:

Digital Marketing allows businesses to reinvent their marketing strategies to better connect with
target customers and to stay relevant in the customer’s outlook. In the process, businesses
leverage the technology-enabled tools such as emails, blogs and social media to swell the reach
of their offerings. This study will be significant for policy makers as to make necessary decisions
consumer buying patterns because the consumer purchasing decisions will show the major
difference in the positions or brand image and will compare the profitability. They can change
their policies according to the results. After analyzing the respondent’s information they will be
able to know the strength, point of weakness, expected growth opportunities of the company.
This study will be significant for individuals as it is created in response to the career
opportunities available for universities post graduates in the marketing fields. Upon conclusion
of the written prospectus and presentation, participants will be very familiar with the two
corporations that were analyzed. This event will help participants develop the ability to
understand, analyze, and make decisions based on information these skills are essential to every
professional business career. Students will also learn how to work efficiently as a team. The
under researched shoes manufacturing concerns shall benefit from this project by knowing their
brand strength, awareness level, brand loyalty and true market perception.
The customers of both the firms shall be extending their accurate opinion in terms of awareness
and brand loyalists. Moreover, they shall be receiving better quality of service and proactive
approach of both the firms towards satisfaction. Hence, the customers will be direct beneficiaries
of this project.

1.5 Research Question:

As the digital way of marketing changed the fashion and consumer’s behave by giving regular
feedback and improving quality of product but why consumers are still prefer to traditional
buying methods?

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 Chapter No.2
Conceptual review
This chapter includes expected project sections, parts, main headings or outline of the final
project
Introduction to marketing Mix
1. Product
2. Place
3. Price
4. Promotion
5. Packaging
Definition of Brand awareness
Role of Digital Media in brand awareness
Advertisement Media used for brand Awareness
6. Define ATL advertisement and its use for brand awareness
7. Define BTL Advertisement and it use for brand awareness
8. Celebrity Endorsement and its use brand awareness
9. Word of mouth and its use for brand awareness
Customer acquisition and retention procedure used by firms
Customer intention towards product purchase
Pre purchase and post purchase behaviors of customers
Definition of Brand Loyalty
Dimensions of brand loyalty and customer satisfaction

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 Chapter No.3
Competitor Analysis

Competitor analysis provides both an offensive and a defensive strategic in the context for
identifying opportunities and threats for any organization. This chapter includes expected
project sections, parts, main headings or outline of the final project

3.1 Introduction of competitor organizations

3.2 Media used for advertisement by competitors
3.3 Brand awareness of competitors
3.4 Advertisement through Digital Media by competitors
3.5 Product Purchase intention of customers
3.6 Pre purchase and post purchase behaviors of customers affect by competitors
3.7 Customer Retention
3.8 Brand Loyalty by competitors
3.9 Customer retention strategies of competitors
3.10 Dimensions of brand loyalty and customer satisfaction of competitors

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 Chapter No.4
Methodology

This chapter includes different methodology such as:

 Waterfall
 Agile
 Hybrid
 Scrum
 Critical Path Method (CPM)
 Critical Chain Project Management (CCPM)
 Integrated Project Management (IPM)
 PRiSM

4.1: Data Collection Sources:

A lot of sources can be used for data collection such as Internet, TV, books, novels, newspapers,
Researcher, real observations, interviews and by taking sampling.

4.2: Data Collection Tools/Instruments:

Data can be collected in different ways such as by taking interviews, questionnaires, surveys,
observation, focus group, ethnographies, oral history, documents, records and case studies.

4.3 Sampling

Sampling is a method of studying from a few selected stuffs, instead of the entire big number of
units. The small collection is called sample. The large number of items of units of specific
characteristic is called population.

4.3.1 Subjects/Participants/ Sample Size

In this research, the group of people targeted from digital marketing is selected. Mostly data was
collected from internet. 200 numbers of people are selected for research purpose.

4.3.2 Fieldwork/Data Collection/ Sampling Technique

The sampling technique we use here is bias sampling and all data collection made through it.

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 Chapter No.5

Data Processing, Analysis and interpretation:

The statistical software makes the most of for the investigation and analysis of the data was
SPSS. SPSS software was used to analyze the gathered information through running descriptive
tests on the variables in the study. Data was analyzed by using the SPSS software

Bibliography

 http://www.pide.org.pk/pdr/index.php/pdr/article/viewFile/2584/2556

 http://incyclopedia.com/

 http://www.google.com/

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