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An In-Depth Research Study

   

Added on  2019-12-03

18 Pages3972 Words195 ViewsType: 195
Professional DevelopmentMarketingData Science and Big Data
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Research ProjectAnalysing the impact of Social media onconsumer decision making in Clothingindustry: A case study of Marks and Spencer1
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Table Of ContentsTASK 1: PROJECT PLANNING AND RESEARCH PROPOSAL ..............................................31.1 Possible research project outline specifications.....................................................................31.2 Factors that contribute to the process of research project selection.......................................31.3 Critical review of key references...........................................................................................41.4 Research project specification...............................................................................................41.5 Appropriate plan and procedures for the agreed research specification................................52.1 Research question .................................................................................................................6TASK 2: PROJECT IMPLEMENTATION AND PRESENTATION............................................62.2 Proposed research investigation in accordance with the agreed specification andprocedures....................................................................................................................................62.3 Record and collate relevant data where appropriate..............................................................83.1 Research evaluation techniques.............................................................................................93.2 Interpret and analyse the results in terms of the original research specification.................113.3 Recommendations and justification of areas for further consideration...............................154.1 Appropriate media to present the outcomes of the research to an audience........................16CONCLUSION..............................................................................................................................16REFERENCES..............................................................................................................................172
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Title: Analysing the impact of Social media on consumer decision making in Clothing industry:A case study of Marks and Spencer TASK 1: PROJECT PLANNING AND RESEARCH PROPOSAL1.1 Possible research project outline specifications Social media marketing is not a new concept to fashion industry and in today's era UKfashion industry is alive and is well placed on social media. Digital marketing is a tool used inthe industry to gain competitive advantage and to reach energetic audience and with an eager toattract them (Angella and Eunju, 2010). Social media marketing is a platform to grab theattention of large number of customers however, it has been always questioned if such platformis as much important to engage with audiences and to influence their decision making (Bell,2010). The present investigation herewith is concerned about analysing the impact of Socialmedia on consumer decision making in Clothing industry, for which Marks and Spencer, aleading clothing retailer is taken into consideration. 1.2 Factors that contribute to the process of research project selectionInterest area of researcher: The major factor that contributes to the selection ofresearch project is the interest area of researcher. The investigator has significant interest tomarketing area hence the present topic is selected. Availability of secondary information: Consumer decision making is the most concernarea of corporate world and there are many studies have been conducted that can be used as abase of present investigation (Bernhard and Hall, 2012). There is a significant informationavailable in respect with use of social media and concept of consumer decision making that canbe said a factor that has contributed in selection of topic for this investigation.Importance in real scenario: Consumer behaviour is the most focused area for marketerin the present scenario. However, the business strategies and market practices of companies arebased on the information about customers behaviour (Bernoff and Li, 2008). UK's clothingretailer is competitive in nature, thus, innovating marketing practices are required to gaincompetitive edge. However, it is important to identify the impact of social media on consumerdecision making in clothing industry, hence, topic is selected.3
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1.3 Critical review of key referencesThe investigation conducted by Hsiao (2009) represented that the way of shopping hasbeen significantly changed and improved over the years. Previously, customers used to shopfrom physical stores but now they want more convenient places hence, they moved towardsonline shopping (Hsiao, 2009). A significant aid of information and modern communicationtechnologies have allowed marketer to reach larger audience and also allowed consumers tomake their purchase decision by evaluating products on social media platforms (Toomey andWysocki, 2007). To the view point of Angella and Eunju (2010) witnessed that social mediamarketing is the most influencing marketing medium to attract customers towards fashion brands(Angella and Eunju ,2010). The anthers have argued a significant association between customerrelationship and purchase intention as well as trust and purchase intention. These all componentare found to be specific linked between customers’ trust and social media sites (Boone, 2012). 1.4 Research project specificationAim: The major aim of present investigation is to analyse the impact of Social media onconsumer decision making in Clothing industry therefore a UK's leading organization Marks andSpencer is considered Objectives To identify the concept of social media marking and consumer decision makingTo investigate the factors affecting consumer decision making in online shopping To study the impact of Social media on consumer decision making for Marks andSpencer To explore various social media sites that are used for marketing of Marks and Spencerproducts Research MethodologyResearch philosophy: For this investigation interpretivism philosophy will make in usedue to requirement of in-depth analysis. Research approach: Deductive research approach will be used for this research as it willbe helpful in conducting in-depth analysis of investigation (Bruhn and Schäfer, 2012). Inaddition to that specific area of research topic is a rationale behind choosing deductive approach.4
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