A SUMMER PROJECT REPORT

ON

THE ROLE OF DIGITAL MARKETING CHANNELS IN SHAPING LOAN

SEEKERS’S DECISION MAKING: A COMPARATIVE STUDY OF BAJAJ
FINSERV’S ONLINE AND OFFLINE CUSTOMERS

MASTER OF BUSINESS ADMINISTRATION

Submitted To:- Submitted By:
Mr. Manish Gurung Neha Kumari
Roll No. 2201331700111
Batch: 2022-24

NOIDA INSTITUTE OF ENGINEERING & TECHNOLOGY

GREATER NOIDA
 CERTIFICATE

I Neha Kumari Roll No-2201330700111 of Batch 2022-24 is a fulltime Bonafide

student of 2nd year of MBA program of NIET Gr. Noida I hereby certify that this
project work carried out by me at Impact of digital marketing on consumer
behavior in BAJAJ FINSERV LTD the report submitted in partial fulfillment of the
requirements of the program is an original work of mini under the guidance of
the industry mentor Mr. Manjit Singh HR manager and the faculty mentor Mr.
Manish Gurung and is not based or reproduced from any existing work of any
other person or on any earlier work undertaken at any other time or for any
other purpose and has not been submitted anywhere else at any time .

Student’s signature faculty mentor’s signature

Date………. Date………
 DECLARATION

I Neha kumari student of MBA 2022 2024 of NIET COLLEGE GR.NOIDA,

hereby declare that the dissertation report “Study of the impact of digital
marketing on consumer Behaviour submitted of Degree of Masters of Business
Administration is the original work conducted by me.

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,

PLACE: NEHA KUMARI

DATE:
 ACKNOWLEDGEMENT

It was a great opportunity for me to work with BAJAJ FINSERV LTD pioneers in
the field of digital marketing and I am extremely grateful to those who have
shared their expertise and knowledge with me and without whom the
completion of this project would have been virtually impossible.

I am also extremely grateful to Mr. Manish Gurung, NIET,GR.Noida to have given me this
Opportunity to work with her and gain valuable insights into the enticing world of digital
marketing

I am indebted to staff of BAJAJ FINSERV LTD, for their valuable support and cooperation during
Tha entire tenure of this project .Not to forget all those who have kept my spirits surging and helped
Me in delivering my best.

NEHA KUMARI

ROLL NO-2201330700111
 NEHA KUMARI student of NIET, Gr.Noida is pursuing MBA. I have done my internship in
BAJAJ FINSERV .Ltd of leading digital agency in world. My internship is in Digital Media
Marketing. Through out my internship, I have done data harvesting and extracting mails from portals.
This report was written after getting the firsthand experience from Digital media marketing. This
report explains the importance of digital media marketing in present era and this report will help the
reader to get an idea about the Industry, Indian population and digital media, concepts of digital
marketing, Consumer buying behavior in the digital era. After reading the whole report the reader
can understand the reason behind growing digital media marketing.
Title of the Internship Report is “impact of digital marketing in buying behavior of consumer” and
Objectives of the Internship is to understand the change in consumer buying behavior in digital era
and how effective is digital marketing in attracting the consumer along with the importance of digital
marketing in near future.
I have done this research using an online questionnaire.The title for the research is
“Understand the consumer buying behaviour of Indian in digital era”.
Main findings of this internship are given here. Indian customers are highly information seekers.
They collect more information about a product before buying it. Internet penetration in India is key
player for this phenomenon. Most of Indians are getting stimulus through advertisements, but they
are not reaching to end phase of customers purchase journey, mainly in high involvement purchases.
Brands are getting more touch point to reach their target group in this digital era. More details about
findings are given this report.
The successful completion of this internship indicates that the future of marketing is in the hands of
digital. I conclude my research by quoting again that “Brands can’t sustain without digital presence”
 Table of Contents

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……………………………………………..........
1.1Introduction
Digital marketing channels play a significant role in influencing
loan seekers' decision-making processes, including those
considering Bajaj Finserv. Through targeted online campaigns,
Bajaj Finserv can showcase its loan offerings, benefits, and
customer experiences, shaping perceptions and influencing
potential borrowers. The use of social media, search engine
optimization, and online ads allows for targeted messaging,
creating awareness and guiding loan seekers towards
considering Bajaj Finserv as a viable option.
For Bajaj Finserv or any financial institution, digital marketing
plays a crucial role in reaching and engaging with loan seekers.
Here's how digital marketing channels can shape the strategy:

1. *Search Engine Optimization (SEO):* Optimize the website

content to ensure it appears in relevant searches. Use targeted
keywords related to loans and financial services to improve
visibility.

2. *Content Marketing:* Create informative blog posts, articles,

and videos about different types of loans, financial planning, and
tips for loan seekers. This content can position Bajaj Finserv as
an authoritative and helpful resource.

3. *Social Media Marketing:* Utilize platforms like Facebook,

Instagram, and LinkedIn to share success stories, customer
testimonials, and educational content. Engage with the audience
through comments and direct messages.

4. *Email Marketing:* Build a segmented email list and send

targeted campaigns offering loan information, special promotions,
or financial tips. Personalize emails to enhance the user
1
experience.

5. *Pay-Per-Click (PPC) Advertising:* Run targeted ads on

search engines and social media platforms. Use specific
keywords related to loans to ensure the ads reach individuals
actively seeking financial solutions.

6. *Affiliate Marketing:* Partner with relevant websites or

influencers in the financial sector to promote Bajaj Finserv's loan
products. This can expand the reach and credibility of the brand.

7. *Mobile Marketing:* Optimize the website for mobile users and

consider mobile advertising. Many users search for loan options
using their smartphones, so a mobile-friendly approach is crucial.

8. *Remarketing:* Implement remarketing strategies to target

users who have visited the website but didn't complete a loan
application. Remind them about Bajaj Finserv's offerings through
display ads on other websites they visit.

9. *Chatbots and Live Chat:* Incorporate chatbots on the website

to assist visitors with loan-related queries. Live chat support can
provide real-time assistance, guiding potential customers through
the loan application process.

10. *Data Analytics:* Use data analytics to track the performance

of marketing campaigns. Understand user behavior, identify
successful channels, and make data-driven decisions to optimize
future strategies.

By leveraging these digital marketing channels, Bajaj Finserv can

effectively reach, engage, and convert loan seekers, establishing
a strong online presence in the competitive financial services
market.
2
BAJAJ FINSERVJ

What We Do
Responsive Web Designing
Digital Marketing A
Search Engine Optimization
B
Local Search Marketing
C
Online Advertising
D
Email Marketing
BSD E
BUSINESS
SOLUTION

Brand Management
A

Social Media
A

3
.

Figure 1: Active internet, social media and mobile connections in

India, 2022

https://www.statista.com/statistics/278407/number-of-social-network-users-in-
india/

The above penetration statistics for India as at January 2022 indicate that
digital marketing is a significant platform that organisations can use to reach
Consumer.

4
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.

1.1 objective of the study

The purpose of this study is to analyse the following points as stated below:

1. The impact of digital marketing on consumer Conversion/Sales.

2. Influence of Gender impact on Consumer Behavior.

3. Geographic impact on Consumer Behavior.

5
1.2 Research scope

The scope of the study remains within the geographic region of India.

1.3 Chapter outline

Chapter 1 is the introduction to the research proposal and illustrates the

problem identified, the evidence thereof and the relevance of the project
topic.

Chapter 2 is the literature review of the research problem, which describes

digital marketing and its consumer impact, a consumer behaviour model,
the consumer decision making process.

Chapter 3 specifies the research questions for the study.

Chapter 4 explains the research methodology used in the study. It further

describes the choice of methodology, sampling criteria, data gathering
process and analysis approach used, as well as any limitations.

Chapter 5 illustrates the analysis of results.

Chapter 6 is a discussion of the results, which provides answers to the

research questions posed in order to meet the objectives of the study.

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.

1.4 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
6
they interact with consumers. In turn, this has led to a shift in digital
marketing strategies.

7
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.

The results of this study can be used by organisations in the industry to

understand the impact of digital marketing on their businesses, and help
them to align their marketing strategies to reach out to consumers and
create the pull through strategy for products in their organisations.

8
CHAPTER 2: THEORY AND LITERATURE REVIEW

2.1 Introduction

The literature review explained in detail the impact of digital marketing on

consumer decision making. The first section covered the aspect of digital
marketing with regard to its marketing channels and thereafter the impact on
consumers. The next section is a description of the consumer behaviour
model, followed by the third section which is the description of the consumer
decision making process. Thereafter the fourth section discusses
consumers in Delhi and understanding the impact if the crowd present in the
region, impacting their decision and is it the Geographic location that
impacts the decision making.

2.2 Literature review methodology

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.

9
2.3 Digital marketing and consumers

Simply put, marketing is the creation of demand for a product/service, and

the demand created should transform into sales and thereafter revenue.
Digital marketing can be defined as the use of digital channels to market a
brand. To build on these definitions, in digital marketing demand creation is
driven by the internet, which is an interactive medium that allows for the
exchange of currency and value.

2.1.1 Digital marketing channels

Table 3: Digital marketing channels

Digital Marketing Channels Definition

Email Marketing marketing that delivers messages audience

though electronic mail
Online Advertising Advertisements that are displayed on the
internet
Affiliate Marketing Affiliate markets products of an organisation
and gets rewarded for referrals
Search Engine Marketing that is related to searches on the
Marketing internet
Pay Per Click Advertising Advertising system whereby the advertiser
pays for clicks on their advert
Social Media Marketing The creation, publication and sharing of
content by individuals such as blogs, images
and videos on the internet

The channels to reach consumers through digital marketing are indicated in

Table 3 above, which are email marketing, online advertising, affiliate
marketing, search engine marketing, pay per click advertising and social
10
media channels.

The digital marketing channels of social media are Instagram, Tumblr,

Pinterest, Twitter, Facebook, Google and Email. The main digital marketing
channels for the Delhi environment are Instagram, Twitter, Facebook,
Google and Email. Google marketing is done through search engine
marketing and placement advertisements, whilst Twitter, Facebook and
Instagram are the social media channels.

Digital marketing performance on consumer influence can be measured

through metrics such as conversion rate, engagement rate and click through
rate. Conversion can be defined as the action the internet website wants the
user to take, which generally leads to revenue for the website, for example
users purchase a product or subscribe to a newsletter. Conversion rate
expressed as a percentage is calculated by the number of conversions
divided by the number of visitors to the online marketing channel.
Information on conversion rates is limited, however data were found on
geographic regions.

Conversion Rate Optimization can be calculated/understood by

Revenue goal ÷ Average sales price = # of new customers

· # of new customers ÷ lead to customer close rate % = lead goal

· Leads generated ÷ website traffic X 100 = % conversion rate

Conversion rate optimization is important because it allows you to lower

your customer purchase costs by getting more value from the visitors and
users you already have. By optimizing your conversion rate you can
increase proceeds per visitor, earn more customers, and Increase your
business.
11
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

12
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%.

Online engagement with consumers played a significant role in building

advocates of a brand, whereby they purchase the brand or refer the brand
to other consumers, either through online or offline communication mediums
(Smith, 2009). Engagement rate is a metric that measures the level of
engagement digital content receives from an audience. Total engagement
for digital content constitutes aspects such as likes, comments, shares,
clicks, video views, re-tweets, replies and followers. Audience can be
referred to as reach, which indicates the number of unique users who have
viewed an online advertisement (Stokes, 2011).

The online presence of digital marketing is increasing day by day can be

explained by the fact that the e-commerce has transformed the way business is
done in India. The Indian e-commerce market is expected to grow to US$ 200
billion by 2026 from US$ 38.5 billion as of 2017.

The success and effectiveness of digital marketing online advertisement

campaigns are measured by whether users click on the advertisements.
Impressions are the number of times a web page or advertisement is
viewed. The metric used to measure clicks on digital content advertisements
is called the click through rate, which is the ratio of the number of clicks to
the number of impressions.

2.1.2 Consumer impact

13
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

14
(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.

Marketers influence consumer decisions by delivering an online marketing

experience that has a combination of functionality and information on
products and services. Web experiences such as searching, selecting,
evaluating information and online transactions assist marketers to determine
the potential of their online strategies. An increased amount of funds are
being invested into digital marketing, and organisations utilise different
techniques to expose consumers to their brands. Statistics published by
https://www.statista.com/outlook/216/119/digital-advertising/india indicated that
revenue in the digital Advertising Market amounts to US$3,375m in 2019.
The growth indicated is a result of organisations realising the power of
digital marketing to reach consumers, thus investments are being made into
these channels.

15
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.

Interactive web tools enhance consumer experiences and contribute to

consumer engagement with organisations and their brands. Research
conducted showed that due to technological advancements, organisations
have adopted digital tools for consumer engagement and fostering
relationships. Research indicates that consumers who engage with their
favourite brands on social media have built strong relationships with these
brands.

Digital marketing is used throughout the customer cycle, from brand

awareness creation to encouragement to purchase, purchase assistance
support for convenient purchasing, brand usage assistance and
management of after sale consumer service. Research highlights that digital
marketing through social media leverages marketing communication
channels, and is a substitute for traditional marketing channels to connect
with consumers. These findings align with research which illustrated that
social media is a powerful marketing channel which attracts and influences
consumers’ purchasing decisions.

16
The various studies discussed above found that digital marketing is a powerful

17
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

As indicated in Chapter One of this study, due to consumer engagement in

social media and the rise of Web 2.0, there has been a shift in consumer
behaviour with respect to activities, habitats and interactions. Due to the
significant changes in the media environment, organisations have
embraced digital marketing as a channel to engage with their consumers. In
digital marketing, understanding consumer behaviour is key for marketing
success as consumers have embraced utilising the internet and online
socialising tools. Being a new tool for interacting with consumers,
organisations have to be cognisant of how social media has impacted
consumer buying behaviour.

An organisation’s brand is a symbol which organisations leverage to attract

consumers and gain a competitive advantage. Advertisement as a
marketing strategy is impactful in attracting consumers to an organisation’s
product and having a positive influence on the buying behaviour of
consumers. Consumer buying behaviour is influenced by having knowledge
and being orientated with the brand. According to research, advertisements
empower brand awareness. In turn, brand awareness coupled with good brand
perception and loyalty results in a stronger brand image in the minds of the
consumer, which influences them positively and becomes part of their
buying behavior .
18
Consumer behaviour is defined as the study of how individuals,
organisations and groups select, buy and make use of products, services,
experiences or ideas to satisfy their need and wants. Extensive research has
been conducted

19
and models created on consumer behaviour, such as the Nicosia Model,
Howard–Sheth Model, Engel- Kollat-Blackwell Model, Stimulus-Response
Model and Foxall’s Behavioural Perspective Model of purchase and
consumption. For the purpose of this research study, the Black Box Consumer
Behaviour Model of Kotler and Keller (2012) was chosen.

Figure 3: Consumer Behaviour Model (Kotler & Keller, 2021)

The buying behaviour of consumers are influenced by consumer

characteristics and psychology, as indicated in Figure 3 above which is the
buyer’s black box. Marketing and other stimuli are critical components that
impact consumer behaviour and organisations must understand the theory
and reality of consumer behaviour (Kotler & Keller, 2021).

2.3.1 Consumer characteristics

Cultural, social and personal factors influence a consumer’s buying behaviour.

Factors of culture are made up of three aspects, i.e. culture, subculture and
social class. Consumers’ wants and behaviours are determined by culture
(Kotler & Keller, 2021). A consumer’s culture is influenced values and
20
perceptions learnt from family members or the society to which a consumer
is exposed. As culture has an influence on consumers buying
behaviour

21
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, 2021). 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, 2021). 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, 2021). Organisations
need to be cognisant of opinion leaders when developing digital media
content.

Of all the consumer organisations in society, family is regarded as the most

important buying organisation, and has the most influence on buying
behaviour. Spouses generally have joint engagement in decision making,

22
however they might respond differently to marketing media (Kotler & Keller,
2021). With respect to the brand and product, advertised digital marketing
has to engage with the consumer that has the most influence on decision
making.

23
Consumers in groups have a role and status, which influences their
consumer behaviour (Kotler & Keller, 2021). 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.

The last concept of consumer characteristics is personal factors, which

consists of age and lifecycle, occupation and economic circumstances,
personality and self-concept, and lifestyle and values. Consumers’
behaviours and consumption are influenced by factors such as age and the
stage they are at in their life cycle (Kotler & Keller, 2021). As consumers
age their preferences change and they go through different life cycles, such
as moving from being single to being married, and having a family.
Consumers’ preferences and perceptions change as they move through
their life cycle, so digital media content needs to be developed and adapted
to these behavioural changes to reach them.

The occupations of consumers influence consumption patterns as they have

different preferences. In times of economic expansion and retraction, the
spending patterns of consumers change due to the impact on their
disposable income (Kotler & Keller, 2021). Taking these changes into
account, digital marketing needs to be adapted to position the organisation’s
brand in the consumer’s mind to have an influence on their buying
behaviour.

Personality incorporates the psychological characteristics of consumers that

respond to environmental stimuli and impact buying behaviour. These
characteristics include adaptability, sociability, autonomy, deference and
defensiveness. In relation to this brands also have personalities, which include
characteristics such as sophistication, sincerity, ruggedness, excitement
24
and competence. Consumers’ buying behaviours.
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.

As illustrated, the above consumer characteristics have an impact on consumer

behaviour. Taking the above factors into consideration, organisations need
to adapt their digital marketing initiatives to reach out to the different
segments of consumers to create awareness and influence their buying
decision.

2.3.2 Consumer psychology

To understand the link between marketing stimuli and consumers’

purchasing decisions, organisations must be cognisant of five important
psychological processes that influence the consumer. These are motivation,
perception, learning, emotions and memory (Kotler & Keller, 2021).

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
25
interpretation (Kotler & Keller, 2021). 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

26
drive marketing activities that attract consumers’ attention.

Through actions learning takes place, and through learning a behavioural

change takes place because of experience gained from the action taken
(Kotler & Keller, 2021). The buying experience of consumers evolves as
they learn. A purchase might not be made from the first action, but brand
awareness may be created which can then lead to a future purchase.
Organisations should develop their digital marketing initiatives to drive brand
awareness.Consumers have emotional responses and may relate to a
brand or advertisement with different emotions. With a brand a consumer
feels proud, confident or excited, whilst with advertisements they feel
wonder, disgust or amusement (Kotler & Keller, 2021). These emotions
have an influence on the buying behaviour of consumers, thus organisations
should develop digital marketing content that impacts positively on
consumers’ emotions.

Through learning experiences consumers create memories, storing the

knowledge they have acquired over time, including aspects such as
products, services, purchasing and experience of product usage. There are
two types of memories, i.e. short- term memory and long-term memory;
long-term memory is more permanent and is where a consumer’s life
experience and the information they encounter ends up. Information may be
in the memory but may not be recalled by consumers unless they are
exposed to retrieval cues or reminders (Kotler & Keller, 2021). Digital
marketing is a powerful tool that can be effectively used for retrieval cues
and reminders.

Organisations need to understand the five key psychological processes

which are motivation, perception, learning, emotions and memory that link
marketing stimuli to consumers’ purchasing decisions, and adapt their
27
digital marketing initiatives thereto to enable the purchase decision to take
place.

28
2.4 Consumer decision making

Consumers have evolved and no longer make purchasing decisions in a linear

approach; they enter at various points, which are dependent on their first
engagement with the brand, product research or word of mouth from their
social networks.

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 (2022) 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 (2021)
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.,
2022). 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.

29
Figure 4: Consumer decision making process (Kotler & Keller, 2022)

The consumer decision making process illustrated above is an essential

aspect of the research study, as it is the next step in the Consumer
Behaviour Model indicated in Figure 4, taking into account the buying
behaviour of consumers.

The five-stage consumer decision making process was first introduced in

1910 by John Dewey, include: problem recognition, information search,
evaluation of alternatives, purchase decision and post purchase behaviour.
According to Kotler and Keller (2022), consumers do not always pass
through all the stages, skipping some to get to the purchasing decision. The
decision making process occurs daily in consumers’ minds, however the
extent of this depends on whether the product is expensive or inexpensive
(Noel, 2018). The consumer generally passes through more of the stages
for an expensive product, whereas for an inexpensive product the consumer
experiences problem recognition for the product and makes a decision to
purchase the product without gathering information or evaluating
alternatives. As inexpensive products are a low financial risk, consumers
evaluate these products after trial (Noel, 2018).

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, 2021).
A problem is identified when the consumer’s existing state differs from their
30
ideal state. Marketers in organisations also attempt to motivate problem
recognition by initiating the decision making process through advertising.
This

31
is done by creating a new ideal state for the consumer or creating
dissatisfaction with the consumer’s current state (Noel, 2018). 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, 2021).
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, 2018). As the
consumer gathers information, a few brands are strong contenders for the
final choice to be made (Kotler & Keller, 2021). 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, 2021). 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, 2021).
The purchase decision is influenced by perceived risk, whereby the
purchase can be modified, postponed or avoided. Perceived risk attributes
32
consist of product attribute uncertainty, amount of money involved in the
purchase, and the level of consumer self-confidence (Kotler & Keller, 2021).
Organisations

33
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, 2021). 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, 2018). 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.

2.5 Consumers in India

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.

A consumer is an individual who purchases products and services for personal

use, whilst a market is the grouping of consumers (Kotler & Keller, 2021).

34
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.

35
 CHAPTER 3: RESEARCH QUESTIONS

3.1 Introduction

The literature review presented in Chapter 2 illustrates the need for

organisations to understand the digital marketing impact on consumer
decision making’ there is need to understand digital marketing and
consumers from an organisation’s perspective. The description to follow
outlines the study’s research questions.

3.2 Research Question 1: Understanding the impact of digital

marketing on consumer Behaviour.

Due to technological advancements and the enhancement of digital

marketing in the marketing mix, there has been a shift in consumer
engagement and behaviour. The aim of this research question was to
understand the impact of digital marketing on consumer behaviour on
purchasing the product through online medium.

✓ What is the consumer’s perception around the trend of digital marketing?

✓ What are the characteristics of these consumers?

✓ How does the digital marketing environment influence consumer behaviour?

3.3 Research Question 2: Influence of Gender impact on Consumer

Behavior

Due to technological advancements, the presence of internet has widened

over the year and it has decreased the gender gap in terms of reaching
36
technology reaching and its application. This study was conducted to
understand whether it is the male or female count that is increasing the
reducing this gap.

37
3.4 Research Question 3: Demographic impact on Consumer Behavior

Due to increased access to information via the digital space, consumers’

exposure to brands has increased. This section aims to explore the impact
of digital marketing across the demographic region of india.

The aim of the research question is to understand the impact of digital

marketing on the consumer decision making process indicated in the
literature review of this study.

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

38
CHAPTER 4: RESEARCH METHODOLOGY

4.1 Introduction

Research can be conducted using different methodologies, such as

exploratory, descriptive and explanatory research. Exploratory research can
be conducted by gathering information through academic literature and
conducting interviews; the intention is to gather new insights, ask new
questions and assess on which topics little research has been conducted.
Descriptive research aims to gain a more accurate description of situations,
persons and events, and can be conducted through interviews, sampling,
questionnaire surveys and the reanalysis of secondary data. Lastly,
explanatory research focuses on the study of a situation to explain the
relationships between variables, and can be conducted through case
studies, statistical surveys, observation, attitude surveys and historical
surveys

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

4.1.1 Choice of methodology

The choice of research methodology for phase one was exploratory, which was
undertaken to expand on the limited research done on this topic. In the
research process, primary and secondary data were gathered whereby the
primary data was specific to the research study, whilst the secondary data

39
were retrieved from data collected for other purposes.

40
4.1.2 Population

Population can be defined as a complete set of group members. Region

taken under considered is primarily Delhi but data considered is Pan India in
order to understand the geographic mentality of the people towards digital
marketing.

4.1.3 Data gathering process

In order to understand the customer’s preference towards digital marketing
a Questionnaire was developed and was circulated Pan India and
responses were recorded through this survey.

41
 4.2 Questionnaire

IMPACT OF DIGITAL MARKETING

To anaysis the impact of digital marketing on consumer behaviour its impact of gender or
demographic impact.

NAME*
NEHA KUMARI

PRESENT STATE*
GR.NOIDA

AGE*
 23

GENDER*

 FEMALE

42
1

43
6

10

11

44
45
 18

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.

In the exploratory approach, primary data were gathered through semi–

structured interviews and secondary data were retrieved through internet
sources. Analysis was done Excel and SPSS and information was used to
46
supplement the exploratory approach. The research process was subject to
limitations as indicated and acknowledged.

47
CHAPTER 5: RESULTS

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 Questionnaire Results

5.2.1 : Age

5.2.2 : Gender

48
5.2.3 : Profession

5.2.4 : Advertising is Essential

49
5.2.5 : Online Advertisement helps to make better selection

5.2.6 : Do You Click on Online Ad's to Companies Website?

50
5.2.7 : Most of Online Advertising are highly educative

5.2.8 : How Often do you enquire about the Online Ad's?

51
5.2.9 : Do Advertisement actually leads you to buy the product?

5.2.10 : If Above question is Yes then how often in a week

52
5.2.11 : Online Advertisement produce intense desire to buy the concerned
product

5.2.12 : Who Influence your purchase decision the most

53
5.2.13 : Do you see Online Ad's of Debit Card

5.2.14 Do you click and enquire about debit card features

54
5.2.15 : Which debit Card Ad's do you see the most

55
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.

6.2 Understanding the impact of digital marketing on consumer

behaviour

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.

6.2.1 Consumer perception of digital marketing

According to Haji (2014), interconnectivity between individuals has risen
substantially on the internet due to the advancement of technology, the rise
of the internet and the development of Web 2.0.

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.

56
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
(2018), 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, 2018).

Engagement rates and click through rates measure the success and
effectiveness of digital marketing advertisements. According to research
conducted by The Salesforce Marketing Cloud (2018) for 2016, Facebook
engagement rates ranged from 0.92% to 13.65% for the retail and e-
commerce industries, while research conducted by Salesforce Inc. (2016)
indicated that the average click through rate was 0.332% in 2016 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. (2020).

Consumers engage with social digital media marketing through views, likes,
shares and comments.
57
Overall, it can be noted that consumers have an embracing perception of digital

58
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.

6.2.2 Digital marketing consumer characteristics

Consumers who engage with their favourite brands on social media have
built strong relationships with these brands. Powers et al. (2022) indicated
that when brands adopt digital and social media, they build relationships
with their consumers and in turn gain consumer loyalty to the brand. The
characteristics of consumers, as per Kotler and Keller (2021), are age and
lifecycle, occupation, economic circumstances, personality and self-concept,
lifestyle and values, consumer influence and responding to external stimuli,
which include adaptability, sociability, autonomy, deference and
defensiveness.

Table 20: Research and literature comparison of consumer

characteristics
Research: Consumer Literature: Consumer
Characteristics Characteristics
Brand Loyal Brand Loyal
Younger Generation / Millennials Age / Lifecycle
Technology Savvy Adaptability
Follow Icons Consumer Influence
Follow Trends -
Educated Lifestyle
Open Minded Values
Liberal Values
Self-Expressive / Communication Sociability
Social Information Seeking -
Convenient Shopping Lifestyle
59
Table 20 above compares consumer characteristics from the research

60
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.

6.2.3 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
(2016), 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., 2022).

61
The quotes by the respondents are in sync with the above literature
regarding the impact of digital marketing on consumer behaviour. Digital
marketing has

62
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.

According to Smith (2018), engaging with a consumer online plays a role in

building advocates of brand, whereby they purchase the brand or refer the
brand to other consumers, either through online or offline communication
media. According to the respondent, there is an internal concept in their
organisation called the “last mile”, i.e. a consumer who purchases a product
through online engagement promotes the organisation.

Overall, the research shows that digital marketing has an influence on

consumer behaviour, which is in line with the literature reviewed for this study.

6.2.4 : Digital marketing’s impact on consumer behaviour - discussion

summary

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 : Understanding the influence of Gender Impact on consumer

Behavior

For a successful consumer oriented market service provider should work as

psychologist to procure consumers. The study of consumer buying
63
behaviour is gateway to success in market. The field of consumer behaviour
tells us that how individuals, groups, services, ideas, or experiences to
satisfy their needs

64
and services. Until the consumer behaviour is not recognized, it is
impossible to establish a logical and systemic relationship between industry
and consumer, and those organizations and companies are successful that
adjust their goals, methods and structure based on ever increasing
recognition of their customers and consumers. Purchase decision-making
styles fuse cognitive as well as affective features of a consumer. The
process of decision making is one of the most complex mechanisms of the
human thinking. Gender is the major factor out of all the other factors that
affects consumer purchasing behaviour. When gender differs, the
perception of consuming the product is different as well. Men and women
tend to have different choices while shopping because of the difference in
their upbringing and socialization.

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.

6.4 Understanding the Geographic impact on consumer Behavior.

Geographical mobility is the important characteristic of the population that is

used in the process of the segmentation of tourism market. The
demographic profile of consumers in the segment of tourism changes
together with the changes in the place of residence. A change of location
causes changes in the preferences of potential tourists depending on the
geographical determinants of the place of residence.
65
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

66
(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 research findings discussed in Chapter 5 were examined in Chapter 6

in relation to the literature reviewed earlier in the study.

The results were discussed in relation to the themes identified, i.e.

understanding the impact of digital marketing on consumer behaviour;
understanding the Gender impact on digital marketing; and understanding
the impact of digital marketing on consumer decision making

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.

67
CHAPTER 7: CONCLUSION

7.1 Principal findings

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 study was segmented into three research questions as indicated in

Chapter 3 of the study. The analysis of results were illustrated in Chapter 5
to address the three research questions. The results are predominantly
aligned with the literature in Chapter 2 and with the consumer decision
making process discussed by Kotler and Keller (2022), however some
differences were found.

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 second research question covered the aspect of understanding the

Gender impact of digital marketing it was found that yes there is impact on
68
gender preferences.

69
The last research question was aimed at understanding the geographic
impact on the consumer behavior and yes it has impacted a lot since this
shows the exposure of internet and also the reach number of active user of
internet are increased.

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.

7.2 Business 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.

Firstly, business needs to understand the consumer profile of digital

consumers and how their behaviour has shifted. These consumers have a
diverse sets of characteristics and their consumer behaviour has shifted to
incorporate digital, which is becoming the way of life for consumers - especially
the millennial generation – who now have the ability to make more informed
decisions. Consumer access to digital is becoming easier and more
convenient, so consumers now decide which channels they want to be
communicated on rather than businesses deciding for them. To reach out to
consumers, business needs to understand this consumer behaviour shift.

The second recommendation is for business to be present in the digital

space and be represented across a wide range of digital channels. It will be
a challenge for businesses to be relevant in their industry if they are not
present in the digital environment. Businesses thus need to understand the
70
different sources of information that consumers utilise, and align their
marketing messages to consumers across digital and traditional marketing
channels.

71
The next recommendation is that businesses understand how digital
marketing has impacted the consumer decision making process. In the
problem recognition phase, due to the consumers’ ease of access to the
digital environment, businesses need to market and position their products
as solutions to the consumers’ needs; digital content needs to appeal to
consumers

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.

With regard to the evaluation of alternatives, which is more relevant for

consumers who are not brand loyal, businesses need to have a wide range
of products available in the digital environment together with the specifications
of products. This will better enable the consumer to evaluate different products
across different organisations.

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.

72
The last recommendation to business is the evolving process of consumer

73
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.

7.3 Future research recommendations

Although the research study followed a hybrid approach, the research

methodology was primary exploratory which was based on qualitative
research. The results of the study were analysed through themes that were
identified in the primary qualitative data, and supplemented with secondary
qualitative and quantitative data.

Lastly, future research can be conducted taking into account additional

factors in digital marketing and the consumer decision making process, and
can be compared to the findings of this research study to identify any
differences.

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.
74
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Meera, V., & Gayathiri, P. (2018). Digital Marketing and Enhancing Consumer
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Smith, T. (2018). The social media revolution

Stokes, R. (2016). eMarketing: The essential guide to digital marketing (4th ed).
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Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2022). The influence of
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study of brand perceptions and marketing behaviors

Kemp, S. (2016). We Are Social, Digital in 2016. Retrieved

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