Research Problem

In today’s modern business, technology has become the anchor for business growth and the Covid-19
pandemic can testify to this change in the business environment. The social media and the internet has
now become the channel through which businesses are trading their products and services. Most
consumers are new to this dynamic of trading and one can testify that the success of any business
depends largely on consumers. Hence, the purchasing behaviour of consumers to online trading/and or
marketing has become an issue of concern that must be addressed or analyzed.

Research Purpose

The purpose of the research to find out how online marketing has affect the purchasing behaviour of
consumers.

Research Objective

The main objective of this research to find out;

 the relationship between online marketing and consumers’ online purchasing behaviour; and
 the extent to which online marketing has affected consumers’ online purchase.

Research Methodology

i. Research Approach

This research will use the qualitative research approach. The choice for this method is suitable to
engage business leaders in semi-structured interviews with open-ended questions. When using
qualitative methods, a researcher strives to understand the perspectives of participants or a
situation by exploring firsthand experiences to provide meaningful data.

ii. Study Location/Area

The study location/area will be in Accra, Ghana. The choice of the location is because of the limited
resources available for the data collection.

iii. Study Population

The target population for the study will be small scale and medium enterprises (SMEs) operating
both traditional and e-commerce business. Also individual consumers in a well identified location
will be contacted.
 iv. Sampling Approach

For this research, the purposeful sampling method will be used. The choice for this method is that
it determined the appropriate participants who used online marketing strategies in the businesses
to meet participant criteria. Purposeful sampling provides information by using small case amounts
and small sample sizes to help the researcher identify the phenomenon.

v. Data collection Methods

Data collection methodologies for this study will include face-to-face, semi-structured interviews
with predetermined open-ended interview questions.

Research Budget Amount (GH¢)

Proposal Development 500.00
Pretesting Of Study Instruments 1,000.00
Data Collection 3,500.00
Data Analysis 700.00
Defence And Final Dissertation 300.00

Proposed Total Cost 6,000.00

TIME TABLE/GANTT CHART FOR THE PROJECT IS SEEN BELLOW (2020-2021)

 ACTIVITIES DATE/MONTH

OCT NOV DEC JAN FEB MAR APR MAY

Proposal /////////////
development //////////////
Preparation of //////////////
study //////////////
instruments
Pretesting of ///////////
instruments ////////////
Data collection ////////////
/
Data analysis //////////

Report writing ////////// ////////////

/
Defence of ////////////
project
NOTE: this is however subjected to change