Research Paper on Buying Behaviour of the Consumers

Introduction

The primary objectives of digital platforms are connectivity. This entails the ability to meet new persons, acquire new contacts, and grow your networks as well as developing new clients and business partners through the internet. Proper management and maintenance of digital marketing by organizations can help in promoting their brands through improving customer purchasing behaviour (Ashley & Tuten, 2015 p. 18). Business owners can gain insights about the market and get feedback about what their consumers say about their products or brands (Helmefalk, 2019, n.p). In this modern world, creating a decent relationship with consumers only requires a single activity engaging potential buyers through digital media. With the high usage internet, consumer purchasing demands have increased because of the online advertising agencies which market products throughout the world.

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The modern generation is popularly known for the I.T revolution which has been significantly promoted by the emergence of the internet in a significant way. As a result, the internet is rapidly transforming the way persons used to do things (Khan, 2013, p. 82). Similarly, the internet has modified the aspect of digital marketing as well as being recognized as the most effective media for digital marketing since it has no geographical difficulties. The advancement of the internet and its successive acceptance has indeed altered the traditional methods of advertising as well as influencing the consumer behaviour of purchasing (Moraru, 2017, p. 41). In the past years, the internet shopping was recognized as one of the techniques of retail marketing for the buyers who belonged to the wealthy class in the society. However, the constant advancement in the design of the websites, layout, and goods diversification, as well as user efficiency of the site, has improved the number of consumers who purchase goods online in a particular digital platform.

The modern website designs and layouts are attracting the online buyers to obtain commodities online hence developing a change in purchasing behaviour of the consumers. This research proposal has examined the purchasing purposes of both young and adult buyers to ascertain the elements that influence their shopping behaviours (Dokyun et al., 2014, p. 42). Understandably, the young people are significantly impacted by the information, pricing and commodity diversification which is present on the website. For instance, if there are quality goods at a fair pricing and an ideal price cut, the young buyers will enthusiastically buy the products after confirming the given description (Sorensen et al., 2017, n.p). Moreover, online security in operation, advertising of the website in social media, safe transactions, affordability of merchandises, and references from the locality have significantly influenced the online buying tradition of consumers.

The study shows that the growth of digital marketing is overtaking offline advertising. Several companies understand the essence of advertising their products and services through the internet; hence they are averting funds from other methods of offline marketing to utilize in digital marketing (Schivinski & Dabrowski, 2016, p. 203). As a consequence, the consumers have adopted the use of internet and online socializing platforms thus making it easier for companies to understand the consumer behaviours (Wade & Mckechnie, 1999, p. 73). Notably, consumer buying behaviour is determined by having the necessary knowledge or description of the products being advertised and being brand oriented. The emergence of social media platforms has helped the marketing departments to brand their goods through publishing contents and advertising hence developing a platform for consumers to take part in the growth of the brand (Robinson, 2012, p.13). The change in consumer engagement with brands has influenced the consumer decision-making process, particularly when purchasing goods due to the improved digital marketing strategy.

Research Questions

The primary intents of this research work are to ascertain the potential elements that impact the buying behaviour of the consumers while buying commodities through the digital mediums available today (Malthouse et al., 2016, p. 433). Along with that, it is also vital to understand the services offered and the designs of the websites or portals since they influence the choice of the consumers when acquiring any goods from online marketing. Therefore, the primary research questions will be used in the study is as follows:

• What are the elements that influence the purchasing behaviour of the consumer through digital marketing?
• What are the effects of online shopping on digital marketing and consumer purchasing behaviour?

Data Collection Strategies

Research methodology involves conducting a theoretical analysis of data analysis techniques which are applied in the business problems being researched. The methods used in data collection are characterized with explaining, describing and forecasting phenomena which will play a key role in addressing the upcoming and current challenges. For that reason, data collection methods used in this study will help to provide a theoretical basis of understanding which technique or procedure that can be effectively applied to a particular case.

The Primary focus of this study is to extend our knowledge on the impact of digital marketing on consumer purchasing behaviour. The study adopted a descriptive research design to perform the survey while the exploratory method will be applied to examine the problems and address the research questions in the thematic method. It is not easy to consider a large population because of the limitation of the study. Thus, random sampling will be applied to carry out the interview (Dessart, 2017, p. 380). In that, in every five people, one person will be selected to air out their views based on online buying. Purposive sampling approach will also be used to choose the literature that provides insights about consumer behaviour since they will help in the development of a literature review.

Therefore, the study used both primary and secondary data. The primary data will be gathered through the eye to eye interview from the sample of 50 respondents from different areas. The discussion will be based on the research questions being examined hence developing the foundation of the analysis. Notably, the individual interviews provided essential information since it represented the current perceptions of the consumers based on their thoughts about digital marketing and how often they do online shopping (Ristevska-Jovanovska, 2017, p. 73). On the other end, the secondary data will be sourced from secondary sources such as articles, government reports, books, and journals that are available in printed version or are published on the internet.

Data Analysis Strategies

The data analysis approach that will be applied is a qualitative data analysis method. In that, this technique will help in providing a qualitative analysis so that the study can attain an extensive understanding of the problems, its motivations, reasons, and opinions (Contantin & Ichim, 2016, p. 177). Moreover, the qualitative investigation will be used to address the research questions in a thematic form and identify the findings through the use of prior literature. Thus, this data analysis strategy will be used to discern the tendencies in thoughts and opinions of the consumers that are necessary for examining the findings of the research. This implies that the findings will be expressed in a chronological technique so that the readers can easily understand. Moreover, the outcomes and results will be evidenced by the primary data gathered from real life consumers to maximize the dependability of the study.

Anticipated Outcomes

The anticipated research outcomes from the research involve primarily analyzing the growing digital marketing business along with its impacts on the consumers both in the developing and developed markets. A majority of the people who are influenced by digital marketing are the young generation since most of them use digital media every time to search for products on the internet (Charan & Bansal, 2016, p. 41). From the research work, it is evident that brand identity is an essential part of online shopping especially the young generation. The young adults are regularly spending their time in social media for their daily socialization with family and friends. This aspect makes it easier for businesses to influence consumer purchasing behaviour through the use of social media to advertise their products (Khanna, 2015, p. 84). The digital platforms are perceived to be the cheapest, easiest and most effective way for sellers to reach their goods to the potential buyers. In that, young people are seemed to buy brand goods daily due to digital marketing.

Conversely, digital marketing efficiency has enhanced product promotion hence reaching out to vast masses of people (Tsai & Men, 2017, p. 18). This attributed by the attractive and informative online promotions which help the marketer to acquire the attention of more customers. There is an essential correlation between the buyers purchase preference and the design of the website or the internet (Summers et al., 2016, p. 160). This is primarily attributed by the functionality of the Web site which is characterized with aspects that deals with the site's interactivity, network strength and its usability. The unique features of the web, for instance, information accessibility may influence the behaviour of consumers of whether to purchase the product or not.

Apart from the site popularity and branding, security has significantly contributed to the internet product buying since it improves the consumer's attitude concerning a particular site and the products advertised (Lang, 2000, p. 373). The crucial relationship between buyers purchase decisions and internet security of digital marketing exists. In that, the potential online consumers are concerned about the fulfillment processes and transaction security since they want to be cautious not to be defrauded (Eyice, 2014, p. 102). Additionally, purchasing consumer puts into consideration the retail price and online product discounts daily before deciding on whether to buy a product from the digital platforms available. The research will consider pointing out how online marketers can regulate the pricing with the intent of attracting more online consumers.

Limitations and Further Readings

Limitations

The absence of full contribution of selected people is one of the challenges encountered since some people were unwilling to take part while others provided incomplete explanations, especially during the interview process. Secondly, it was difficult to discover secondary information which was believed to have undisputable confirmation. There were significant time restrictions on account of the commitments caused by a full-time intern. Due to time constraints, the study could not interview a large number of people or gather different secondary sources online. Lastly, the study used a random sampling method hence posing the likelihood of biasness during the investigation.

Further Readings

Future research can be conducted on multiple industries across the globe and consumers and organizations putting into consideration the concepts identified in the study.

Further study can be performed taking into account the additional elements of digital marketing along with the buyer decision-making process (Alves et al., 2016, p.1035). The study results can be compared to the findings of this work to ascertain any differences recorded.

Extensive discussion on d...