Graduate Research Project

on
“Impact of Digital Marketing on Consumer Purchase
Behavior”

Presented By: GRP Supervisor

Rakshyak L. Shrestha Phul Prashad Shubedi

LC00015002167 Lincoln Intl College

 CONTENT
1. Introduction
2. Problem Statement
3. Objective of the Study
4. Conceptual Framework
5. Research Design and Methods
 INTRODUCTION
• Digital marketing has become increasingly prevalent in today's business
landscape, revolutionizing how companies interact with consumers.

• The rise of digital channels such as social media, search engines, and email
marketing has provided businesses with unprecedented opportunities to
engage with their target audience.

• Understanding the impact of digital marketing on consumer purchase

behavior is essential for businesses aiming to optimize their marketing
strategies and drive sales in the digital age.
 PROBLEM STATEMENT
• Despite the widespread adoption of digital marketing strategies, there remains
a gap in understanding how these efforts influence consumer purchasing
decisions.

• Previous research has often focused on individual digital marketing channels or

tactics, failing to provide a comprehensive understanding of their collective
impact on consumer behavior.

• This study aims to address this gap by examining the holistic relationship
between digital marketing and consumer purchase behavior across various
stages of the purchase journey.
 RESEARCH OBJECTIVES

• to analyse and explore the socioeconomic conditions of the consumers that

change their approach to purchasing products through digital marketing
platforms
• to analyse the impact of digital marketing trends and assess the factors that
impact on consumer buying behavior
• Analyse the lifestyle patterns and trends of the customers to understand
the digital marketing strategies that are effective for the customers.
 CONCEPTUAL FRAMEWORK
Independent Variable Dependent Variable
Convenience

Cost Consumer
Purchase
Social Media Decision

Trust

Time
 Research Design and Method
• Research Design: Descriptive

• Source of Data: Primary Data, Secondary Data

• Sample Size and technique: 203 Respondents, Convenience sampling

• Data collection procedure: Systematic questionnaire through google forms

and social media from friends and family.

• Method of Analysis: Descriptive and Inferential Analysis (Hypothesis testing

and Regression)

• Software used in Analysis: SPSS and MS-Excel

 CONCLUSION
• The study on the impact of digital marketing on consumer purchase
behavior aims to provide valuable insights for businesses, marketers,
and researchers.

• By examining the complex relationship between digital marketing

strategies and consumer behavior, the study seeks to inform the
development of more effective and targeted digital marketing
campaigns.
THANKYOU