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Impact of digital marketing on customer behaviour | New Look

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Added on  2019-12-28

Impact of digital marketing on customer behaviour | New Look

   Added on 2019-12-28

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Research project on impact of digitalmarketing on customer behaviour in NewLook, UK1
Impact of digital marketing on customer behaviour | New Look_1
Table of ContentsINTRODUCTION ...............................................................................................................................3TASK 1.................................................................................................................................................3AC 1.1 Research Project Outline Specification...............................................................................3AC 1.2 Identification and evaluation of factors that contribute to the Research Selection process4AC 1.3 Critical review of key references .......................................................................................4AC 1.4 Research Methodology........................................................................................................6AC 1.5 Action Plan..........................................................................................................................9AC 2.1 Matching of resources effectively to the research question or hypothesis..........................9TASK 2 ................................................................................................................................................9AC 2.2 Research investigation as per the action plan......................................................................9AC 2.3 Recording and collating of relevant data...........................................................................10TASK 3 ..............................................................................................................................................10AC 3.1 Research evaluation techniques........................................................................................10AC 3.2 Interpretation of the results ..............................................................................................14AC 3.3 Recommendations and various areas for further consideration........................................14TASK 4...............................................................................................................................................15Conclusion..........................................................................................................................................15References..........................................................................................................................................16APPENDIX........................................................................................................................................19.2
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INTRODUCTION Research study is a systematic process of conducting a creative work for enhancing thestock of knowledge with respect to the culture, society and other factors (Watson, McCarthy andRowley, 2013). This research is based on the impact of digital marketing on the customer behaviourof UK. The investigation will focus on studying many topics regarding the digital marketing andcustomer behaviour. Author has conducted research for understanding the impact of digitalmarketing on the customer behaviour. Therefore, there will be a discussion about various tools andtechniques used by the researcher for achieving the aims and objectives of the study. TASK 1Research ProposalTitle: Research project on impact of digital marketing on customer behaviour in New Look, UKBackground Context: Perception and behaviour of the customers are changing day by day so it isimportant for the companies to understand them. Digital-marketing is commonly used by theorganisations for promoting and marketing their products or services. Reason behind selecting thistopic is to determine the impact of digital-marketing on the customer behaviour towards theproducts of New Look. From this study, firm can able to determine loopholes in its digital-marketing process and improve them for better results It will also make company to use digital-marketing effectively for increasing its sales and number of customers. Along with this, New Lookwill able to understand the expectations of its customers and can able to work accordingly forsatisfying them. Research Questions and Objectives: Objectives:To understand concept of digital marketing and consumer behaviour. To determine the factors which affects customer behaviour. To evaluate the relationship between digital marketing and consumer behaviour of NewLook. To suggest appropriate methods to improve digital marketing for influencing customerbehaviour. Research Question:What is the concept of digital-marketing and consumer behaviour?Which factors affect customer behaviour?What is the relationship between digital-marketing and consumer behaviour of New Look?What are the appropriate methods to improve digital-marketing for influencing customer3
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behaviour? Literature Review: It refers to the evaluation of the information with the help of various literaturesas per the topic of the study. It will help investigator in describing, summaring, evaluating andclarifying the particular literature properly. It will contain views and opinions of the variousresearchers on the respective topic. It will give emphasis to various areas with respect to the subjectof this research which are digital-marketing and customer behaviour, factors affecting customerbehaviour, relationship between digital-marketing and consumer behaviour and ways forimprovement in digital-marketing. Data collection and analysis methods: Primary and secondary sources will be used by the authorfor collecting data. For secondary information it will use previous researches, articles, journals,websites, etc whereas for primary information investigator will use interview method for thecustomers. On the other hand, for data analysis researcher will use thematic approach. Problems while data access: Author will face various problems while accessing data for theproposed study. The problems which will be faced by the investigator will be related to the lack ofresources, experience and time. Proposed Time-scale: The proposed time-scale will be as follows. Activities/ Time period in weeks12345678910111213IntroductionLiterature ReviewDeveloping and AdministeringquestionnaireResearch MethodologyScreening and analysisConclusion and recommendationAC 1.1 Research Project Outline SpecificationResearch refers to the close and elaborated study on a particular problem or issue by usingvarious scientific methods. It is conducted by the author for establishing facts, resolving new orcurrent existing issues and developing new theories (Chaffey, Smith and Smith, 2012). The majorpurposes of research are proper documentation, discovery, interpretation of various methods, toolsand techniques for enhancing the knowledge of individual. The reason behind selecting this topicfor the investigation is to determine the impact of digital marketing on the customer behaviourtowards New Look (New Look. 2016). Aim:4
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“To critically evaluate the impact of digital marketing on customer behaviour in New Look,UK.”Objectives:To understand concept of digital marketing and consumer behaviour. To determine the factors which affects customer behaviour. To evaluate the relationship between digital marketing and consumer behaviour of NewLook. To suggest appropriate methods to improve digital marketing for influencing customerbehaviour. Research QuestionWhat is the concept of digital-marketing and consumer behaviour?Which factors affect customer behaviour?What is the relationship between digital-marketing and consumer behaviour of New Look?What are the appropriate methods to improve digital-marketing for influencing customerbehaviour? AC 1.2 Identification and evaluation of factors that contribute to the Research Selection processThe factors that contribute researcher to the process of research project selection process areas follows:Genuine Interest: One of the factor for this conducting study on digital marketing andconsumer behaviour is on account of genuine interest of the researcher. It is important tohave good knowledge of the topic so that researcher can implement it for solving the issuesof digital marketing in New Look. This also helps in conducting appropriate and detailedstudy for resolving the problems being faced by New look in the area of digital marketing.Due to all these factors, investigator has selected this topic (Adam, Featherstone and Day,2014). Future Growth: Another factor for selecting this research is career growth. Digitalmarketing is one of the popular and most using technique nowadays. This will help inenhancing the knowledge and skills of author in the respected field. It is essential thatinvestigator should focus on its career path while selecting the subject of the investigation.This topic will help in future and career growth of the researcher (Agresti and Kateri, 2011).AC 1.3 Critical review of key references Digital Marketing and consumer behaviour:Berry, 2012, has stated that “Digital marketing refers to the promotion of goods, brands or5
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products with the help of various digital channels to reach customers” (Berry, 2012).A researchstudy was conducted by Watson, Carthy and Rowley, 2013 on the topic of Consumer attitudestowards mobile marketing in the smart phone era. The study concluded that there is a presence ofattitude among consumers that digital marketing plays an important role in there lives. Howeversome consumers have shown there resistance towards it due to the health issues caused while usingelectronic devices. It is further true that acceptance can reach an increased level if there is a use oftrust, control and permission on website control (Watson, Carthy and Rowley, 2013). With respectto it, New Look needs to use digital marketing for influencing more customers to purchase itsproducts or brands (The importance of digital marketing. 2011). On the other hand Boyland and Halford, 2013, have concluded that “Consumer behaviourincludes the various stages from which an individual goes through before buying any product orservice” (Boyland and Halford, 2013). Similarly Brennan and Croft, 2012, have said that“Behaviour of consumer shows the decisions taken by individual while purchasing the product orservice as per the requirement. The decisions are formed with respect to the acquisition,consumption and disposition of products or brands ” (Brennan and Croft, 2012).Factors which affect customer behaviour:There are various factors which affects the purchasing behaviour of customers. Differentinvestigators have different perception towards the factors which are explained below.Cultural Factor: Cochran, 2007, has asserted that “Cultural factor plays essential andcrucial role in understanding the needs, demands, desires and expectations of a person”(Cochran, 2007). Similarly Creswell, 2013, has said that “Value and ethics consist ofsuccess, efficiency, progress, freedom, material comfort and youthfulness. These values andethics helps in developing the cultural behaviour of the individual” (Creswell, 2013). Social Factor: Dasgupta and Ghatge, 2015, have examined that “Human beings are socialanimal and due to this, their behaviour pattern, likes and dislikes are influenced by thesurrounding people. These people include family, friends, reference groups, roles and status”(Dasgupta and Ghatge, 2015). With respect it Durkin, 2013, has said that “Students orunemployed youth are influenced by their friends and likes to purchase trendy andfashionable clothes. However old age people likes to spend money on holidays” (Durkin,2013). Personal Factor: Florès, 2014, has determined that “Personal factor also affects theconsumer behaviour which includes factors such as age, occupation, income and lifestyle”(Florès, 2014). In context to income level Kenny, Pierce and Pye, 2012, have concluded that“Income level plays crucial role in buyer's behaviour. Individual purchase things as per the6
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