A critical analysis of how important online marketing and its impact on consumer buying decision making process- a case study of Tesco superstore, UK

Harvard, CWB, 2500 words

Table of Contents

1       Introduction:

1.1       Rationale for the Study:

1.2       Research Aim:

1.3       Research Objective:

1.4       Research Question:

1.5       Research Hypothesis:

2       Literature Review:

2.1       Online Marketing:

2.2       Online Marketing Strategy by Tesco:

2.3       Customers’ Purchase Decision:

2.4       Online Customer Decision Making Process:

2.5       Motivations that lead consumer to buy online:

Conceptual Framework

3       Research Methodology

3.1       Type of Investigation

3.2       Data Collection Method

3.3       Sampling Method

3.4       Accessibility Issues

3.5       Ethical Issues

3.6       Anticipated Findings

4       Conclusions

5       Reference

6       Appendix A: Dissertation Structure

7       Appendix B: Research Time Frame



The significance of online marketing in today’s contemporary era is a fact that all organizations understand and integrate in their systems. The quick smart, handy and amenable nature of online marketing is an exposure and must be said an unbelievable commencement to the innovations in the present-days. Individuals are social and currently customers are contributing in variety of actions, from taking content to share of information, experiences, estimations, and involved in argument with other consumers online (Heinonen, 2011).

Everyday people purchase things that are pertinent to their requirements. Moreover, they are making obtaining decisions. Customer behaviors are prejudiced by personal and environmental factors (Blyth, 2008). A middle part of consumer performance is, consumers’ purchasing assessment that included numerous steps. Mainly other online networks like clusters or persons who own the authority above consumers can influence consumers’ buying decision (Solomon, Bamossy, Askegaard, 2010).