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Online Consumer Behavior Research

1494 Words6 Pages

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 …show more content…

This type of online marketing is cost effective and less time consuming. Moreover, it encourages organisation to engage in the direct relationship with the customers, which assist in meeting their requirements more conveniently (Persaud & Azhar, 2012). In addition to this, brands have the tendency to influence the customer choice as customers are influenced by other consumers. This chain of events makes it significant for the organisation to implement effect online marketing strategies through the customer purchasing decision can be influenced positively (Vinerean, et al., …show more content…

• What is the impact of online marketing strategies on consumer purchase decisions?
• What are the methods that can be used by Tesco for improving its online marketing strategy to influence customer purchase decisions?
1.6. Research Significance
Marketing is the fuel that operates new customers. Because of the growth of information technology and the Internet, marketing is inexpensive and more simply reached than ever to customers (Cantallops & Salvi, 2014). The enduring demand of the fresh customer to be marketed is supported through the fact that marketing opens different approaches to opt, allows establishing increased alert decisions regarding future purchases (Taylor & Strutton, 2010). In modern era, new marketing technologies in the world have gone through considerable transformations, which normally modified fact into a virtual world. Currently, consumers confirm labels and research the products’ content, compare prices, review brands promises, and understands their rights with the support of online marketing. Because of this fact, marketing experts incessantly transform their online marketing strategy to match successfully their consumers’ purchasing decisions (Vinerean, et al.,

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