The Influence of Online Marketing on the Buying Behaviour of Consumers by Focusing on Tesco - Dissertation Example

In the second chapter a detailed and critical study of the available literature is presented which explains the various facets of the subject and the related topics in a detailed manner. The research methodology chapter presented an overview of the different elements of the methodology in a significant manner. It was found that the anti-positivism research philosophy and the inductive research approach will be more useful in terms of assessing the research topic. The findings and analysis chapter presented an overview of the findings in the form of a survey of the consumers.

The responses of the survey are presented in the form of graphs and even analysed. Based on the findings and the observations in the literature the discussion chapter is included. Finally, with the overall view of the paper, the objectives are assessed in the conclusion and recommendation chapter where the research objectives are assessed whether they are successfully met or not and a number of recommendations are made by the researcher. In the last few years, a number of researchers have investigated the buying behaviour of consumers in order to understand the factors affecting their behaviour.

Consumer behaviour is one of highly researched concept offering great insights on the buying tendency and behaviour of consumers in the competitive business environment (Arbnor and Bjerke, 2007). The success of any organisation is based on the numbers of customers gained by it. In order to gain the trust of customers and retain them for a long period of time; it is important to offer them the feeling of being valued. At the same time, different tools need to be designed and implemented in order to attract them and thus influencing their buying behaviour in a desired manner.

In the last decade, the concept of marketing and promotion has changed a bit mainly because of the advent of the internet and its acceptance by the masses.