Effect of Digital Synergy on Consumer Patronage of Products
CHAPTER ONE
OBJECTIVE OF THE STUDY
The main objective of this study is to ascertain the effect of digital synergy on consumers patronage of products, but specific objectives include:
- To investigate the impact of digital synergy on consumer choice of product patronage
- To investigate the role of digital advertising on choice of the consumer
- To ascertain if there is any relationship between digital synergy and consumers patronage of a product in Nigeria
- To investigate the effect of digital synergy on the sales volume of an organization
Chapter two
Literature review
Introduction
The literature review explained in detail the impact of digital marketing(synergy) 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 Nigeria, while the last section incorporates information regarding Nike retail organisations in Nigeria
Literature review methodology
The search for relevant literature was mainly conducted through academic textbooks and research databases such as EbschoHost and 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 Nigeria, and Nike retail organisations in Nigeria.
At first searches on these aspects were only done for Nigeria but limited information was found, therefore the search was broadened to the international arena and journal articles were sourced from highly reputable publishing institutions such as the Journal of Marketing and the Journal of Market Research.
Chapter three
RESEARCH METHODOLOGY
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 (Saunders & Lewis, 2012).
The research methodology chosen for this study was a hybrid approach, i.e. exploratory (qualitative) and descriptive (quantitative), as not much research has been done on digital marketing and consumer decision making from an organisation’s perspective in the retail industry in Nigeria. A hybrid approach seemed appropriate as it is a mixed approach of qualitative and quantitative testing, which leverages exploratory and descriptive research (Edmondson & Mcmanus, 2007). The research was conducted in two phases, with the first phase being exploratory and the second phase being descriptive.
Chapter four
DATA ANALYSIS
Background
This following section presents analysis made on the data collected from the questionnaire. The set of questions based on the theories discussed in preceeding chapters were sent to all possible individuals who are currently in nike store, Nigeria. Each question and response option associates with componenets of theories, and they have been modified in order to allow respondents to understand easily and to avoid any potential error in misunderstanding.
Since the survey was sent out to approximately 150 individuals, and the number of participants were 108, therefore the total percentage of responses was 72 (%).In total the questionnaire contains 31 questions. Questions were divided into 6 stages according to the course of decision making process: exposure, problem/ need recognition, search for alternatives, evaluation of alternatives, final decision, and post purchase evaluation. In the upcoming sections, analysis and the findings are presented; as for conclusions and further suggestions, they are discussed in the next chapter.
Chapter five
CONCLUSION
introduction
The motive of the research was triggered by personal interest in how consumer petronage has changed in the Digital Age, in particular with social media. The amount of information available to us increases in each new day, as a result, we are overwhelmingly exposed and attained to different aspects of information via the Social Web. The accessibility and transparency that social media offers has led changes in how consumers position themselves in today’s market, in which it is inevitable and necessary for companies to equip with a new marketing mindset. The central gravity of the research was to explain why, when, and how social media has impacted on consumer decision making process both in theory and in practice.
Conclusion
The objective of the research was to to explain why, when, and how social media has impacted on consumer decision making process. Research questions were designed to narrow down the subject and to help the researcher to identify the explanations of the issue. The three research questions for this thesis were as follow:
- How do consumers attend, process, and select the information before a purchase?
- What are the differences between marketing on social media and through mass media?
- What are the changes social media has brought to consumers in different stages of their decision making?
Limitation
Despite the fact that theories were approved by findings from survey and the research is able to provide a certain degree of new insights in relating to the current situation, limitations may still exist.
In the foregoing chapter the above findings cannot represent all individuals across Nigeria as a whole, due to the decision making process involves psychological factors which may result in different behavioral actions. Also, regarding the summarization of question 31 in the survey, it may result in the lack of objectivity because the researcher may only highlight the comments according to the researcher’s intention.
REFERENCES
- Al Kailani, M., & Kumar, R. (2011). Investigating uncertainty avoidance and perceived risk for impacting Internet buying: A study in three national cultures. International Journal of Business and Management, 6(5), 76.
- Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
- Bright, L. F., & Daugherty, T. (2012). Does customization impact advertising effectiveness? An exploratory study of consumer perceptions of advertising in customized online environments. Journal of Marketing Communications,18(1), 19-37.
- Bruner, G. C., & Pomazal, R. J. (1988). Problem recognition: the crucial first stage of the consumer decision process. Journal of Consumer Marketing,5(1), 53-63.
