Impact Of Online Marketing On Consumers

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The development of online marketing in the world has established a new place of communication and interaction among individuals. At present, Internet has become an important tool for modern companies. The aim of this research is to observe the impact of online marketing strategy on consumers’ purchasing decision. Specifically, this research is observing the impact of online marketing strategy on consumers’ purchasing decision when it comes to retailers (Hsin Chang & Wen Chen, 2008)
1.2. Background
Many of the organisations have agreed with the fact that transformation of customer behaviour is the unavoidable trend due to which they have started changing their marketing strategy. Studies demonstrate that internet shopping in the business to
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Moreover, as online purchasing trend is increasing, adoption of effective online marketing strategy is important for businesses as it is the means of reaching millions of customers all over the world. It is noticed that online marketing strategy influences the customer buying behaviour either positively or negatively (Dennis, et al., 2009). This is because customers grab the image of the brand as it is shown to them on the online media. There are some of the characteristics of online customers, which include direct information seekers, bargain hunters, undirected information seekers, directed buyers, and entertainment seekers. It is important for the organisations to consider these characteristics within their marketing strategy so that larger amounts of customers are attracted. Moreover, emphasising on these characteristics would ultimately influence the buying decision of the customers, as they would prefer the brand that considers their need and requirement (Ling, et al.,…show more content…
Buyers can attain information regarding the different products, services, and brands working in the market through the internet. Moreover, because of online marketing, customer now have much information about the same products that are offered by different brand due to which probability of switching has increased (Verhoef, et al., 2009). Therefore, it is important for all the organisations to determine the online marketing strategy that would work best with their functions and would have positive impact on the purchasing decision of customers. This research study is considered as significant because it would help Tesco in analysing the method through which they could influence the Purchasing decision of customers. Moreover, they would also come to know about the strategies that would work best with their business (Bray, et al.,

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