Impact of E-marketing on Purchase Decision of Consumers: A Study on Burberry Ltd

Dissertation

Contents
Contents...........................................................................................................................................2
Chapter 1: INTRODUCTION.........................................................................................................3
Overview of the organisation.......................................................................................................3
Rationale for the research............................................................................................................4
Significance of the research.........................................................................................................5
Outline of the research methods..................................................................................................5
Chapter 2: Literature review............................................................................................................6
Theme 1: Basic understanding about E-marketing......................................................................6
Theme 2: Factors that change the purchase decision of consumer towards Burberry Ltd..........7
Theme 3: Benefits of E-marketing in changing consumer purchase decision towards Burberry
Ltd..............................................................................................................................................10
Theme 4: Challenges faced by Burberry Ltd while using E-marketing for changing consumer
purchase decision.......................................................................................................................12
Chapter 3: Research Methods........................................................................................................14
Chapter 4: Data analysis and findings...........................................................................................20
Chapter 5: Conclusion...................................................................................................................39
REFERENCES..............................................................................................................................43

Chapter 1: INTRODUCTION
E-marketing is defined as the procedure of effective planning and implementing the
conception, promotion, distribution and pricing of goods and services within a networked
environment such as world wide web, internet and so on. E- marketing is the process of
influencing number of people by using marketing channel over the internet. This is important for
each organization to use different types of marketing channel for the purpose of reaching their
targeted customers and attain productivity. A person should have proper information about needs
of people and bring out changes accordingly that can help to complete task. In addition to this, it
is basically the practice of leveraging web-based channels which spread to message about
organisation’s products, brand, services to its customers. There are different methods as well as
techniques of E-marketing such as display advertising, social media, email, search engine
optimisation and many more (Hanlon, 2019). In the present time period, most of the
organisations make use of E-marketing with the objective to promote their offerings to large
number of customers. It also help companies to increase its customer base level and enhance its
market share in an effective manner. It is vital for organisation to use E-marketing methods such
as social media, SEO as almost most of the population uses such techniques on daily basis that
further has positive impact on the sales and profitability of an organisation. The aim of the study
is to analyse the influence of E-marketing on purchase decisions of consumers.
Overview of the organisation
For the present report, Burberry is chosen as a base company. It is a British luxury fashion
house which was established in year 1856 and headquartered in England. The company designs
and distributes footwear, eyewear, leather goods, trench coats, fashion accessories and many
more. It has presence in around 421 locations which shows Burberry Ltd has high market
presence and share as well. In addition to this, it has around 10,000 talented and skilled staff
members which is one of the main reason of its success and growth at marketplace. The
company offer products as well as services both online and offline because of which it has high
customer base level. This is larger size organization that sales range of products and services at
retail prices which can help to targets the people and accomplish business goals. The
management of such organization uses different types of marketing channel or process to reach
their customers and increase sales. With the help of E-marketing, managers of Burberry are able

to attract large number of customers towards it that further leads in raising performance and
profitability level. It also allows company to fight with its competitors and attain competitive
advantage at marketplace. In order to improve its performance and to satisfy requirements of
customers, its higher authorities conduct present study which assist to identify the influence of E-
marketing on purchase decision of customers.
Research aim:
"To identify the direct impact of E-marketing on purchase decision of consumer": A
study on Burberry Ltd
Research objectives:
 To increase basic understanding about the E-marketing
 To discern the factors that change the purchase decision of consumer towards Burberry
Ltd
 To evaluate the benefits of E-marketing in changing consumer purchase decision towards
Burberry Ltd
 To examine the challenges faced by Burberry Ltd while using E-marketing for changing
consumer purchase decision
Research Questions:
 What is the basic understanding about E-marketing?
 What are the factors that change the purchase decision of consumer towards Burberry
Ltd?
 What are benefits of E-marketing in changing consumer purchase decision towards
Burberry Ltd?
 What are the challenges faced by Burberry Ltd while using E-marketing for changing
consumer purchase decision?
Rationale for the research
One of the main reason to conduct this study is to analyse the impact of E-marketing on purchase
decision of consumer. Research is the careful consideration of study regarding particular topic
and scientific methods which are used to complete the task. This is important for individual to
understand what is running in market ad how to achieve targets. In addition to this, the present

study assists to know about factors which change the purchase decision of customers towards
online buying. Research will help to understand that how companies uses marketing for the
purpose of reaching their targets and manage performance. It also helps to gain knowledge about
the challenges faced by companies while using E-marketing to change consumer purchase
decision. E-marketing is one of the important concept in the present time for an organisation in
order to gain success at marketplace. Apart from this, it assists to learn and improve research
skills such as time management, data analysis, data interpretation and so on. Moreover, it also
assists investigator to enhance skills like communication, time management, problem solving
and so on. Furthermore, it helps to implement future studies in effective and systematic manner
that leads to achievement of positive results (Zitkiene, and et. al., 2021).
Significance of the research
E-marketing is one of the important aspect for an organisation in order to remain
competitive and gain growth at marketplace. In business environment customer is god for each
business organization who identify its own need and select the best product that can help to
provide satisfaction. The management of organization is requiring to use different channel of
marketing that helps to reach targeted customers and increase sales. In the present time period,
most of the consumers are shifted towards online platform in order to buy products instead of
offline or purchase it from physical stores. E-marketing allow an organisation to increase its
customer base level, market presence, performance level, market share, profitability and many
more (Kostin, 2017). Moreover, it also allows company to improve its brand image which further
assist to retain as well as attract customers towards the brand. This study will help respective
organisation to know about the factors that change purchase decision of consumer towards
buying its products. Apart from this, it assists to know about challenges arise while using E-
marketing for changing consumer purchase decision that further help in developing strategies
and overcome with it in an effective manner. Furthermore, the study has high significance as it
will help company to strengthen its customer base and enhance its performance in an appropriate
manner.
Outline of the research methods
For conducting the study, Quantitative research method will be used by researcher as it help
in collecting data based on facts and figures and also consist of numerical information. In
addition to this, deductive research approach will be applied as it assists to evaluate quantitative

data. Primary data collection method will be used to collect information and for this
questionnaire will be developed by researcher. The main reason to select questionnaire is it help
in gaining in-depth knowledge about topic and also collect data in quantitative form. Moreover,
Random sampling which is a form of probability sampling method will be taken into
consideration and 30 employees of Burberry Ltd is chosen as participants for gathering the
primary information (Babalola, Lateef, and Zekeri, 2020).
Chapter 2: Literature review
Theme 1: Basic understanding about E-marketing
According to Ahsan Ali Shaw, (2019), E-Marketing basically means a process of planning,
conceptualizing, promoting and pricing products or services in a digital manner to satisfy the
demands of customers. This concept is becoming very important as well as popular with the
changing times having multiple advantages for almost all types of businesses. The strategies
related to e-marketing are considered to be quite efficient in achieving goals and objectives of
company. In other words, E marketing is the continuous process of marketing a brand, product
and services using internet through mobile devices and computers. The salient features of e-
marketing clearly states that it is definitely economical as compared to traditional marketing.
Without marketing it is difficult for organization to sale products which as people is not aware
about products and services which they have launched. The marketing management is the
important person who analysis market and introduce products which can help to complete the
business goals and maintain higher performance. With the involvement of almost zero cost,
element of risk does not exist in different marketing moves. An automated marketing system is
becoming a need of the hour because it eliminates chances of hindrances arising due to follow up
failure. This encompasses all activities a business conducts via worldwide web with the aim of
attracting new business, retaining current business and developing its brand identity. E-
marketing also plays an important role in collecting a wide range of data regarding customer in
order to personalize marketing tactics. This technique or a tool of marketing is helping
companies to tap huge target markets in a very short span of time. When the marketing strategies
becomes dynamic it's application becomes easy. That is what e-marketing does, it makes the
approach towards application and execution of marketing strategies become simpler in different
situations.

As per the view point of Julia McCoy, (2021), E-Marketing is all about targeting the right
audience at right place and at right time because this has become the most affordable way to
reach out to the prospect. The author has considered this concept as an umbrella which encloses
a vast range of marketing strategies and other tactics. It includes the element of flexibility and
affordability for the organisations while marketing their offerings. With an interactive approach,
e-marketing can be used by the organizations to track its customers and reach them easily
(Impact of E-Marketing on consumer buying behaviour, 2021). It has seen that buying behaviour
of customers does not remain same as it changing according to trend that directly impacts on
organizational sales and productivity. If products and services are relevant or reliable to
customers, then it will be great opportunity for organization to grow their business. In relation to
Burberry Ltd. Marketing management is playing important role who conduct environment
analysis and introduce different kind of products and services which can help to reach the
targeted customers and increase organizational sales. The aim of business industry is to develop
organizational sales by offering range of products so that different types of marketing channel
used by management to accomplish their goals. This will help the customers to analyse, evaluate
and compare the products and services offered to them with competitor’s brand. The most
important aspect of e-marketing is that this concept has the ability to reach out to the masses
around the globe. It is not possible to reach masses with a proper pace with traditional media like
print and broadcasting but on the other hand e-marketing can prove to be the best tactic to grab a
huge market share in a one go.
Theme 2: Factors that change the purchase decision of consumer towards Burberry Ltd
According to Wiebke Reile, (2021), E-Marketing is becoming a new trend in the
competitive world having a major influence on the behaviour of customers. With technological
advancements, e-marketing is becoming a part of Burberry's integrated marketing practices such
as email marketing social media marketing and many more. There are some factors that are
affecting consumer purchasing decisions which are mentioned below:
 Cost efficiency: Cost is effective factor for each organization and customers as it
influences number of people to buy or not to buy products. If cost of products is
reasonable then it customer make decision to buy. With e-marketing, Burberry started
providing its products at a lower cost to the customer on online platforms. This directly
affected the buying behaviour of the consumers because they are not going to pay a

higher cost offline if product is available at low cost on digital platform (Salome, and
Ofunre, 2019).
 Internet shopping experience: As trend is changing where technology is introduced by m
management to may easier process of buying for customers. Internet defined as
important aspects which used by individual to see, feel, and making right decision
regarding particular items. While shopping online, customers also got an advantage to
know about the reviews of product and services. Therefore, e-marketing is affecting the
decision making process regarding Burberry's products or services sitting from home
without going out resulting into enhancing their shopping experience. This also helps to
develop understanding regarding product and manage performance (Kaur, Mishra, and
Mallik, 2021).
 Availability: This factor is required to check availability of products and services that can
help to take decision. Internet is active 24/7 and hence, customers can access to the
information related to any product or service of Burberry at any time. This helps in
making it easy for the customers to get what and when they need a product or service.
This is important for chosen organization to provide their buying facility 24/7 hours that
can help to increase sales and develop business.
 Provides variety of options: As needs are changing of customers where it became
important to offer range of products and services out of them best one could be selected
by customers. The customers can have access on many products of different range
irrespective of its size, colour, quantity or style. Therefore, Burberry is providing an
essence of convenience to its customer. The organization understands changing needs of
their customers and brings more products that can help to develop organizational
performance (Algnaidi, Tarofder, and Azam, 2021).
 Comparison: The aim of people is to choose best and affordable product after
researching the market that can help to feel good and special. Consumers usually aims at
wanting best value at best price and Because Burberry's product are listed digitally,
customers can also compare them with the brands easily. It has seen that there are many
supermarkets in market who are competitors of Burberry where it became important for
management to select right pricing strategy, quality, and variety of products which can
help to develop organizational productivity and performance.