Digital marketing impact on the consumer decision making process in Nike's customer retail operations in South Africa

Abstract

Technological advancements, the rise of the internet and development of Web 2.0 has enabled the interconnectivity of consumers to increase. As a result consumer behavior has changed and organisations needed to understand the impact of digital marketing on the consumer decision making process. The research study analysed the impact of digital marketing on the consumer decision making process in Nike's customer retail operations in South Africa. The view of digital marketing impact on consumer decision making was that off the retail organisation. The research methodology used for the study was a hybrid approach consisting of exploratory and descriptive research with exploratory being the primary research method. Exploratory research conducted consisted of primary and secondary data whilst descriptive research consisted of secondary data. Analysis of the results revealed that consumer have embraced digital marketing and it has influenced consumer behavior. As a result retail organisations had to shift their marketing strategies to incorporate digital. It was further established that digital marketing has an impact on consumer decision making process with a more influential impact on problem recognition, purchase decision and post purchase behavior. Due to these shifts in technology and consumer behavior retail organisations need to develop marketing strategies that reach out to consumers at moments that most influence their decisions.