Assessing and Addressing the Motivation

ASSESSING AND ADDRESSING
THE MOTIVATION
1

TABLE OF CONTENTS
RESEARCH PROPOSAL...............................................................................................................4
Introduction..................................................................................................................................4
Aim and objective........................................................................................................................4
Objective......................................................................................................................................4
Research questions.......................................................................................................................4
Rationale......................................................................................................................................5
Research methodology.................................................................................................................5
Timeline.......................................................................................................................................7
CHAPTER -1 INTRODUCTION....................................................................................................9
1.1 Background.......................................................................................................................9
1. 2 Rationale...........................................................................................................................9
1.3 Aim and objective................................................................................................................10
1.4 Research questions...............................................................................................................10
1.5 Dissertation structure......................................................................................................10
CHAPTER -2 LITERATURE REVIEW.......................................................................................12
Theme 1: Concept of e-marketing.............................................................................................12
Theme 2: Importance and benefits of e-marketing for organisation.........................................13
Theme 3: Impact and method that are used by company to influence millennial purchasing
decision making through e-marketing.......................................................................................15
CONCLUSION..............................................................................................................................17
CHAPTER -3 RESEARCH METHODOLOGY...........................................................................18
1.1 Research Type.....................................................................................................................18
1.2 Research Approach..............................................................................................................18
1.3 Research Philosophy............................................................................................................19
1.4 Data collection.....................................................................................................................19
1.5 Data analysis........................................................................................................................20
1.6 Sampling.........................................................................................................................20
1.7 Research limitation..............................................................................................................21
1.8 Reliability and validity........................................................................................................21
1.9 Ethical consideration...........................................................................................................22
2

1.10 Case study..........................................................................................................................22
CONCLUSION..............................................................................................................................23
CHAPTER -4 DATA ANALYSIS................................................................................................24
Theme 1: Both of the above option has been selected by maximum number of respondents
...................................................................................................................................................24
Theme 2: Yes the manager of Linea Fashion gives importance to e-marketing............25
Theme 3: Different positive impact of e-marketing on decision making of
millennials and organisation that are operating its function in fashion industry......................26
Theme 4- Global reach and Helping in providing personalised experience to people are the
major advantages of e- marketing for small fashion companies...............................................28
Team 5- all of the above are the various challenges which are being faced by the Linea fashion
at time of making use of e-marketing in order to influence decision making of the millennials.
...................................................................................................................................................29
Theme 6- the use of social media marketing and search engine optimisation are the major
strategies which are used by company in order to make use of e-marketing for attracting
millennials..................................................................................................................................30
Theme 7- all of the above are the different channels through which the company can connect
with the customers.....................................................................................................................31
Theme 8- strongly agreed that e- marketing contributes a lot and motivating millennials to
purchase the fashionable clothes online with Linea fashion.....................................................32
Theme 9- truly share information and providing services as per customer requirement for
expectancy are the methods which are used by company to build trust among the customers
with help of e marketing............................................................................................................33
CONCLUSION..............................................................................................................................36
CHAPTER-4 DATA ANALYSIS.................................................................................................37
CONCLUSION..............................................................................................................................37
Recommendations..........................................................................................................................38
REFERENCES..............................................................................................................................40
APPENDIX....................................................................................................................................43
3

RESEARCH PROPOSAL
Topic- " To investigate the impact of e-marketing on consumer purchase
decisions, the case of millennials in the fashion industry".
Introduction
In recent scenario, there are many companies that are making use of e-marketing in order
to attract maximum number of customers in the organisation. With development of technology
and use of social media platform by range of younger generation has provided opportunities to
company to market their products through e- marketing. This platform has helped company in
inducing maximum number of customers in limited time frame and cost thereby leading more
benefits to firm (Kim, 2021). This dissertation is related to “impact of e-marketing on consumer
purchase decision making in context of fashion industry.” So, it covered all information
pertaining to the way customer decision is affected through e-marketing and the way it helped
company in enjoying more sales volume and profitability.
Aim and objective
Aim
To analysis and identified the impact of e-marketing on consumer purchase decisions in fashion
industry of United Kingdom. A case study of Linea Fashion.
Objective
 To understand the concept of e-marketing.
 To identified importance as well as benefits of E-marketing for growth and development
of company.
 To evaluate the impact of e-marketing on consumer purchasing decision making on
millennials in context of fashion industry.
 To suggest strategies that can be used by company to promote E-marketing to attract
millennials in the organisation.
4

Research questions
 What does meant by E-marketing?
 Why is e-marketing is important or beneficial for growth of enterprise in external
environment?
 What are the impact of E-marketing on consumer decision making and growth of
company?
 What are the strategies that could be used by firm to promote products and services to
millennials through e-marketing?
Rationale
The study is important to conduct on “the impact of e-marketing on consumer purchase
decisions in fashion industry of United Kingdom” as it helped in understanding the way
company can make use of digital platform to attract customers. In current circumstances there
are various organisations in fashion industry that are making use of E-marketing to influence
customer decision making (Lorente-Martínez, Navío-Marco and Rodrigo-Moya, 2020).
Moreover, customers are most important resources for the organisation as they are the
individuals that are mainly responsible for making purchase of products and services which helps
in generating maximum revenue to company. So the study will contribute in gathering
information regarding the way E-marketing helps in attracting range of customers and growth of
firm. The study will be useful for companies, management and senior executive that are working
in the fashion industry of United Kingdom.
Research methodology
Research type: There are two common research approaches such as qualitative and quantitative,
out of which scholar will pursue qualitative research in order to gather in depth information
pertaining to topic.
Research approach: This state about the different approach that research is going to use in order
to collect analysis and interpret necessary information. Inductive and deductive are the two
approach that can be used by research to analysis and evaluate information. Inductive approach
has been plan by scholar to interpret and analysis data and information (Garrido Moraes and
Strehlau, 2020).
Research philosophy: It is the research methodology that explained about the belief that scholar
has in mind while pursuing the study. Interpretivism, positivism and realism are three research
5

philosophies, so from all these philosophy the scholar will make use of interpretivism. As in this
researcher interpret the elements by integrate human interest into study so that useful data can be
drive.
Data collection: It clearly specifies about the method that the scholar will make use to gathered
sufficient and relevant information pertaining to impact of e-marketing on consumer decision
making process. Primary and secondary are two common methods that will be used by the
scholar to gathered right information in limited time frame.
Data Analysis: The data analysis explains the way data will be interpreted so that other
individuals or interested users can easily understand the same. Thematic and SPSS are two
different methods that are used by scholar for data analysis pertaining to various studies to
extract useful information (Clarke and Visser, 2019). The researcher will make use of thematic
analysis as it best method of analysis of information through use of graph, table etc.
Sampling: This is part of research methodology that specify about the sample taken from
particular group of individuals in order to gather more information about them. 30 respondents of
Linea Fashion will be used to drive information related to influence of e-marketing on consumer
decision making process and growth of company.
Ethical consideration: The research will follow all ethical consideration while making the
research or conducting the study. Such as consent from all respondent will be taken, at the same
time each respondent has given equal chance to give their respective view regarding the study.
Reliability and validity: All reliable and valid sources will be used by the researcher to collect
information from different books, journal, articles and internet. In addition to this scholar also
make sure that the information is gathered from articles or internets that are recently published so
that they can be reliable by interested users (Cuervo‐Cazurra and et.al., 2017).
Research limitation: The biggest limitation pertaining to the research conducted is limited time
frame and resources to complete the study. But the scholar will tried to make use of available
time and resources so that right information can be gathered and communicated to other users.
Limited access to data related to the influence of e-marketing on customer decision making
process thus researcher will try to extract more and more information from different sources to
make research fruitful (Shahar and et.al., 2019).
6

Timeline
This illustrate about the actual time that will be need in order to complete particular
activity related to the study so that it can be finally submitted. Thus it states about actual time
need to complete the activity or task associated with dissertation. Such as
Activities /
weeks
1 2 3 4 5 6 7 8 9 10
Aim and
objective
and
questions
Literature
review
Research
methodology
Data
collection
Data
analysis
Finding and
summary
Final
submission
7

8