Impact of Internet on Consumer Buying Behaviour in UK Fashion Industry

This research focuses on evaluating the impact of the internet on consumer buying behaviour in the UK fashion industry. The literature review is divided into four sections, which include the influence of the internet on consumer buying behaviour, advantages of the internet in changing buying behaviour for fashion retailers, methods for using the internet to influence buying behaviour, and challenges of adopting to changing buying behaviour of consumers.

Global Marketing
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Contents
.ACKNOWLEDGEMENT..............................................................................................................3
.CHAPTER.1: INTRODUCTION ..................................................................................................4
.Research Aim .......................................................................................................................7
.Research Objectives .............................................................................................................7
Research Questions ...............................................................................................................7
Rationale of the research........................................................................................................7
Outline of the methodology....................................................................................................8
Structure of the dissertation....................................................................................................9
.CHAPTER 2: LITERATURE REVIEW......................................................................................10
.What is the influence of internet on consumer buying behaviour?.....................................10
.What are the advantages of internet in changing buying behaviour for fashion retailers?. 13
.What are the methods for using internet to influence buying behaviour?...........................15
.What are the challenges of adopting to changing buying behaviour of consumers?..........18
.CHAPTER 3: RESEARCH DESIGN AND METHODOLOGY ................................................23
.CHAPTER 4: FINDINGS & ANALYSIS ...................................................................................30
.CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS................................................44
Conclusion............................................................................................................................44
Recommendation..................................................................................................................44
.REFERENCES.............................................................................................................................47
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.ACKNOWLEDGEMENT
I am thankful and grateful for the support and help provided by my supervisor who made
possible the completion of work. The advice and guidance of my supervisor motivated me to
pass through all the stages of the current investigation. I am thankful that they have helped me
with forming research aim and objectives, going with my draft copies and assisting me with the
issues in the study. They have also assisted me with the right source for the collection of
appropriate data to meet the investigation's aim and objectives.
I would like to give special thanks to my family and friends for their continuous support
and understanding the significance of completing the study with great concentration.
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Title: A critical analysis to evaluate the role of internet in changing buying behaviour of
customers within UK fashion sector. Secondary Analysis.
.CHAPTER.1: INTRODUCTION
Buying behaviour of consumer refers to the decisions and actions taking by the consumer
before for choosing a specific product or service. The buying be beautiful consumer is dependent
on various factors include wide range of decisions such as comparing prices between competitors
and looking at the features of the product to decide if the specific product or service is worth
purchasing. Understanding buying behaviour of the consumers is important because it helps the
company create a specific marketing strategy which is able to influence the buying behaviour of
the consumer in order to increase the sales of the product. Businesses focus on identifying
patterns of buying behaviour so that they are able to predict the decisions taken by the consumer
when purchasing a specific product and understand the mind-set of the consumer. This helps the
company create marketing and sales strategies which is able to persuade consumers into
purchasing the products of the company and retaining the consumer for a longer time. In the
current digital age integrating Internet tools in overall marketing strategy of the firm is essential
to remain competitive.
This is because buying behaviour of consumers is affected by various Internet tools and
the power of Internet is extended to local as well as international markets. Currently it is more
common that businesses and consumers interact through Internet channels instead of physical
communication or interacting through physical outlets of the company. This trend showcases the
power of the Internet in influencing and shaping consumer behaviour and buying decisions. The
buying behaviour of consumer in the recent years is being affected because of the wide spread
usage of internet. Every consumer in the current age has internet facility which affects their
ability to make decisions in regard to purchasing specific product or service. This is because they
are able to use the huge amount of data present in the internet to assist their shopping decisions.
In addition to this consumers also have to make the decision of selecting a specific distribution
channel to purchase their product because of the internet. This is because internet has introduced
new distribution channel though which consumers can purchase specific product or service.
Email, social media account and official website are some of the options available to consumers
through which they are able to place orders for a specific product or service.
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Consumers utilize the Internet an online journals to gain more information about the
product and understand the ways in which competing products are performing in comparison to
the features offer specific product or service so that the most suitable product or service
according to the budget and needs of the consumers can be purchased. In this way influence of
internet has replaced physical shopping and going to the outlet of the company or reading
advertisements of a specific product or service on newspaper or watching it on television.
Nowadays consumers prefer online sources and the Internet more trustworthy to gain
information and make decisions about purchasing a specific product quickly. This is specifically
true in context of the fashion industry as consumers add rapidly shifting towards online channels
to order or make decisions about their specific fashion products or accessories. consumers
interact with fashion related content on various online channels on a daily basis which may be
related to a specific brand or is an organic interaction between two Internet users associated with
fashion products. this shapes the view of consumers regarding specific fashion items and
clothing lines and plays an important role in influencing the buying behaviour of the consumer.
In addition to this online but using journey also influences consumer behaviour as for that
if results while purchasing clothes online lead to increasing online fashion sale while negative
experiences reduce affinity of the consumer towards online shopping. These factors in ability of
businesses in the fashion retail industry and their ability to compete with international
ecommerce platforms who offered consumers wide range of fashion products through online
channels such as Amazon or boohoo. This is an important time for traditional fashion retailers in
United Kingdom as they need to develop their knowledge on the role of Internet on influencing
the mind-set of the consumers so that they are able to it’s just their sales and marketing
capabilities to attract increased online sales end seize large market share of the fashion retail
industry in United Kingdom.
This research focuses on understanding the influence and role of Internet in changing
consumer buying behaviour in context of the fashion industry of United Kingdom. The fashion
industry is affected by the Internet because the Internet trends related to fashion products and
accessories play an important role in popularizing specific clothing line or fashion products.
Completing a research on the impact of Internet on buying behaviour of consumers is significant
because it helps retailers in the fashion industry understand the ways in which the marketing and
sales strategy can be adopted to include Internet tools such as social media to influence consumer
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buying behaviour positively. Understanding the impact of Internet on consumer buying
behaviour in context to the fashion industry can also help determine the ways through which
consumer buying behaviour patterns can predicted so that future fashion trends can be estimated
more accurately. Estimation of future trends in fashion by understanding the role of Internet in
buying behaviour of consumers is significant in gaining competitive advantage in the fashion
retail industry.
This research will highlight the advantages of changing buying behaviour caused by the
Internet so that fashion retailers in United Kingdom are able to effectively utilize various Internet
tools to remain industry leaders for a long time. The fashion retail industry has already adopted
many online tools and many industry leaders in the fashion retail sector of United Kingdom have
initiated digital transformation in order to survive in the fashion retail sector for a longer time.
This fast adoption of digital technology in the fashion retail sector will continue to increase as
more and more online and e-commerce retailers enter the fashion industry in United Kingdom
increasing the competition for online sales.
It is important to understand the role of the Internet or buying behaviour of the
consumers in context of fashion products so that traditional retail organizations are able to
prepare for the changing landscape of the UK fashion retail industry and maintain competition
with emerging E commerce fashion retailers. In this context this research is significant as it helps
retail businesses with traditional structures understand the ways in which they can adopt online
marketing tools as well as Internet technology to influence buying behaviour of consumers and
increase their online sales to fit in with the changing environment of the retail industry. In
addition to this the challenges associated with utilizing Internet for influencing consumer buying
behaviour is another important area of this investigation as it will help retail business is in the
fashion industry deal with the barriers associated with digitizing their company and catering to
changing consumer behaviour caused by the Internet.
This investigation conducts secondary analysis on the UK fashion retail industry to
clearly examine the effect of internet on consumer behaviour. The UK fashion industry includes
both high fashion retail businesses and fast fashion retailers. Recently the UK fashion industry is
seeing rise in e-commerce fast fashion retailers. The fashion and textile industry in England,
Wales and Scotland employs 500,000 people, made up of 88,000 employed in manufacturing,
62,000 in wholesale, and 413,000 in retail (About the UK fashion and textiles industry, 2022).
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This numerical data showcases the huge size of the UK fashion industry which makes significant
contribution to the growth of the UK economy. Apart from domestic influencer many brands in
the UK fashion industry also have international demand and influence on the global fashion retail
industry which makes the UK fashion sector a leading source of fashion trends. Some of the
internationally famous brands from UK fashion industry are Stella McCartney and Victoria
Beckham. In case of UK fast fashion, Marks and Spencer has influence in international markets.
The current changes in consumer behaviour because of the internet need to be evaluated in order
to determine suitable business strategies and practices for UK fashion industry members which
can help them gain leadership position and increase market share in UK fashion industry.
.Research Aim
The aim of the research is to “evaluate the impact of internet in changing consumer
buying behaviour in the UK fashion industry”. Secondary Analysis
.Research Objectives
 To understand the influence of internet on consumer buying behaviour.
 To evaluate the advantages of internet in changing buying behaviour for fashion retailers.
 To critically analyse the challenges of adopting to changing buying behaviour of consumers.
 To examine the methods for using internet to influence buying behaviour
Research Questions
 What is the influence of internet on consumer buying behaviour?
 What are the advantages of internet in changing buying behaviour for fashion retailers?
 What are the challenges of adopting to changing buying behaviour of consumers?
 What are the methods for using internet to influence buying behaviour?
Rationale of the research
The main motive of conducting the present study is to carry out detailed data about the
significance of internet over changing consumer buying behaviour. In this modern world,
majority of population is dependent over internet for their education purpose, shopping,
entertainment and so on (Kazancoglu and Aydin, 2018). Retailers are also taking advantage of
this opportunity and focuses on influencing buying behaviour of the customers. Fashion retailers
are now dependent over internet because it is providing them way to reach global customers in
the short period of time. With the help of internet, fashion retailers are also taking great
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advantage of Instagram, YouTube, Facebook etc. because these are the social media platforms in
which people of every age-group are present. So, they are using methods through which they can
easily grab the attention of customers and also move forward to gain attention of the competitor's
products. Therefore, the current study will carry out in-depth information about how fashion
retailers use internet to influence the buying behaviour of their existing and potential customers.
It is identified that an organisation is able to influence their customers to increase their spending
with the help of internet. So, this report will also assemble the benefits which are gained by the
organisation with the adoption of internet and how they approach several customers. It also
includes the methods used under internet and social media for attracting customers to buy from
the brands. Along with this investigator will also focus over achieving two significant objectives
which are: personal and professional objective (Kanakaratne, Bray and Robson, 2020). In
respect of personal perspective, researcher will come to know about the behaviour and attitude of
the people. They will understand how behaviour of an individual gets changed when they get
what they needed. Investigator will also gain knowledge about the model of Saunders research
onion. It will help researcher to improve their information collection skill as well as writing skill
of those collected information. On the other hand, investigator will also learn about the need of
internet for businesses in the current competitive world. This report will suggest researcher about
how large scale fashion retail companies use internet to influence the buying behaviour of
customers. Thus, this knowledge will assist researcher when they will be working as marketing
manager in a retail firm. Therefore, this research is very useful for the researcher as it assists in
the attainment of personal as well as professional objectives. This also highlights how necessary
an internet has become for fashion retail companies.
Outline of the methodology
In the current study, researcher will focus over collecting qualitative piece of information
because this kind of information helps in identifying the concept and framework of the whole
topic. Secondary sources have assisted in carrying out information in short duration of time. The
sources considered in the current study are: books, journals, articles, publications, newspapers,
magazines and so on. With the assistance of theoretical data, researcher will gather in-depth
information about the whole topic so that proper discussion could be made and relevant
conclusion can be included. Therefore, the current study will be depending upon qualitative and
secondary information for achieving the current study's aim and objectives.
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Structure of the dissertation
Introduction: It is the foremost chapter which includes the aim and objectives of the
study along with the purpose. It also provides the basic information about the chosen topic.
Literature review: This is the section which covers the secondary information according
the formed research objectives and questions. It only depends over second-hand information and
the research gap of the earlier conducted studies could be removed.
Research methodology: It is the chapter which includes the several research methods
which help in the collection and analysis of information in a precise manner.
Data analysis and findings: It is the chapter which makes the discussion on the basis of
secondary information assembled in the section of literature review.
Conclusion and recommendations: It is the last chapter which provides the brief
synopsis of each included chapter. Along with the number of suggestion to the chosen
organisation or industry.
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.CHAPTER 2: LITERATURE REVIEW
Introduction of literature review
Literature review is considered as the most important part of the research that helps in
carrying out summarized and concluded information about the selected research topic. It is
mainly defined as a process of gathering secondary information about the particular research
topic or study (Doern, Williams and Vorley, 2019). There are different types of sources that the
researcher used for conducting the research such as articles, books, journals, publication research
and many more which are useful and effective sources for collecting the reliable and in-depth
information about the present topic. The main objective of literature review is to determine the
gap that is existing in the given research.
.What is the influence of internet on consumer buying behaviour?
As per the view of Osmonbekov and Johnston (2018), Consumer buying behaviour is an
action taken by the consumers before making purchase decision. It is necessary for an
organisation to focus on understanding the buying behaviour of customers in order to identify
their need and expectations. By knowing the consumer buying behaviour, company can
understand what makes customer to buy the products and services. Therefore, consumer buying
behaviour helps in identifying the success for its current or new product launches. There are
different types of consumer buying behaviour such as habitual buying behaviour, dissonance
reducing buying behaviour, variety seeking behaviour and complex buying behaviour. It plays an
important role within business as it helps marketers to understand what influences the buying
decision of consumers. The importance of consumer buying behaviour within an organisation is
that it helps in designing production policies, knowing the effect of price on buying, exploiting
the marketing opportunities, implementing STP strategies and also helps in understanding the
different roles played by the consumers. Thus, there are various factors which affects the buying
behaviour of consumers such as psychological factors, personal factors, social factors and many
others. In order to gain competitive advantage, it is essential for the organisation to understand
the buying behaviour of consumers and offer them products accordingly. Hence, company must
focus on maintaining strong bond with consumers so that the profitability and sale of business
increases. By understanding the consumer buying behaviour company can design production
policies so that product can be successful in market. The main motive of business is to increase
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the production and sale of business due to which company need to gain the trust of the audience
and study about their taste and preference. With the help of consumer buying behaviour,
organisation can implement STP strategies so that they can target the people according to their
taste and preference. In today's changing business market, the buying behaviour of persons is
changing according the changing market trends and this increased the importance of internet in
the life of consumer. The internet has a major influence on the consumer buying behaviour of the
consumer as they spent most of their online for watching news, shows, movie and even for
checking the new trends of clothes coming in the market. Internet makes things easy for people
as it helps in delivering qualitative information to the customers about anything and this results
in increasing the trend of building online sources by the businesses. Most of the customers that
are busy in their own schedule and are nor able to make time for buying things to the market,
internet has provided many opportunities to the customers for buying things by remaining at
home. It is important for the UK fashion industry to make available their products and services
through online websites in order to gain more market share and customers base. Customers
generally prefer to buy grocery related products, clothes, cleaning supplies, paper products from
the online stores which results in saving their time and money. It is important for the UK fashion
industry to develop products according to the needs and wants of the customers as it helps in
gaining high competitive advantage over other competitor companies. Online shopping is the
most reliable source which helps them in getting things available at more reasonable prices for
better growth. Online purchases are comparatively more convenient for the customers as they
can search for many options by just one click which is not possible in offline shopping when a
person go to store. But now also there are some customers that prefer to buy things from offline
store because that makes them feel more reliable and comfortable. With the advancement of
digital technologies and the internet have shaped the behaviour of customers and how they take
decisions regarding buying that particular product or not. Increased use of social media like
Facebook, Twitter, Instagram and other platforms provides consumers the opportunity to share,
access and contribute important and accurate information on the World Wide Web. It is rightly
observed that internet has not only changed the behaviour of the consumers but also empowered
their knowledge regarding the knowledge about the particular company products and services
(Fagerstrøm, Eriksson and Sigurdsson, 2020). Most of the customers now a days search for
products over the internet as they offer delivery option that provide the product at their door
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steps. Internet provides full and detailed information about the product so that customers gets
attracted more for buying the particular service. It is observed by most of the companies that
change in buying behaviour of consumers is unavoidable and that is why they need to change
their marketing strategy for better productivity and performance. People mostly purchase online
products from that company which have a good image in the market and which has high stake in
the market for gaining more viability. There are several ways by which the internet has change
the purchasing behaviour of customers in the UK fashion industry which are defined below:
 Higher effect of social media – There are no more days left in which the customers go
and check large catalogues for purchasing any product or asking friends or relatives for
taking suggestions (Voramontri and Klieb, 2019). With the popularity of internet in all
over the world gains the importance of buying products from the online sources, reading
reviews related to product over internet and asking questions in case of facing any issue
or problem.
 Customers expect to have perfect features – As the internet is gaining popularity in all
over the world, it is not possible and enough to make available all the products on online
stores. Having in-store features like loyalty programs, efficient delivery and many more
for increasing the sale of products and services ion the UK fashion industry. Thus, adding
attractive features at the online store also helps in gaining large number of customers and
market share (Sama, 2019).
 Consumer are more aware – With the increased use of the internet in today's changing
environment helps in creating building a strong network with the new and existing
customers so that they gets stick with the products and services (Kang, 2019). Internet
helps the UK fashion industry in delivering all the relevant and important information to
their customers in order to keep them aware about the products and services.
 Consumers do through research – Consumers now a days do thorough research about
the products and services that the company provides by using internet as it helps in
buying the right type of product (Li, Zhao and Pu, 2020). The UK fashion industry
mainly focus on delivering correct information about the product in order to attract and
gain more number of customers for increasing profitability and productivity of the
business. The internet is normally flooded with lots of negative and positive information
which finally makes the decision about buying that particular product or not.
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.What are the advantages of internet in changing buying behaviour for fashion retailers?
As per the view of Li, Frederick and Gereffi (2019), internet is a source of defining
relevant information to the areas by using different channels for better visibility. The internet has
changed the lifestyle of people and shopping behaviour as they are getting more options
available to them which helps in developing more better customer experience. Online stores are
more beneficial for people as this do not require any space for carrying out the business
operations of the company and only requires constrained knowledge about the concept of online
platforms for promoting the sale of products and services. Internet has changed the scenario of
selling products to the customers by making them available on time and with utmost safety
which helps in bringing more customers and market share in the competitive market. In the
highly competitive market and with the advancement of technology with the use of internet, it
has shifted the focus of the fashion retailers to change its marketing strategy for better
development and growth in the market. It is important for the fashion retailers to adopt new
technological changes which helps in increasing the sales and profitability of the business by
attracting customers through quality and designer products. There are several different types of
online websites that provide variety of products in one app and this helps the fashion retailers to
sell their product their for receiving large number of orders from a large base of customers.
Internet is available all the time whether day or night and this provides customers with utmost
convenience as they can order products and services from anywhere and at anytime. Internet is
used by every person in today's modern world and this makes the value of social media more as
it provides several benefits to the customers and also affects its buying behaviour in a positive
way for gaining more customers for the particular product. Internet helps in changing the nature
and behaviour of employees as it results in developing more sales and growth in the competitive
market. With the high innovation in the fashion industry of the UK, it helps in developing more
reliable and thoughtful information about the products they are offering to the customers for
increasing the final sales. Internet is used by every organization to carry on the operations of the
business because without this no organization can run in a smooth manner (Chi, 2018). Shopping
online helps both retailer and customer as it helps in saving the time and money of both which
results in improving the working nature and culture of the organization. With the help of online
shopping customers can ask for returns and any problem that are facing while they received the
following ordered product results attaining high customer satisfaction among them. For surviving
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in the highly competitive market it is important for the fashion retailers adopt different online
tools for promoting the sales of quality products and fort delivering best service to the customer
which helps in achieving competitive advantage. to Customers are more attracted and more
inclined towards the products that are easily available and holds a high brand value in the market
and with the use of internet the fashion retailers are getting ideas about the new approach and
customer needs for producing a give product and service. There are different types of advantages
that fashion retailers will gain by changing the buying behaviour of consumers and is explained
below:
 Internet helps in building better relations – Internet is the main source of
communication between the customer and the fashion retailer which helps in increasing
the level of sales and profitability within the fashion industry (Simangunsong, 2018).
With the high growth of the internet, the consumers are also growing and changing their
thoughts about the brands from which they need to purchase. Internet also helps in giving
access to all the important and relevant information about the certain brands and this
helps in building better relations with the people. With the help of internet, company can
build better relations with their customers and provide brief information related to the
products and services. Through internet people can connect with each other and
communicate effectively. Internet helps in influencing the buying behaviour of
consumers by seeking the opinions of other on social media and product ratings sites.
Internet helps in attracting more and more customers towards the brand and also boost the
sale and profitability of business. With the help of the internet consumers can know about
the best price of the products according to their budget. Internet also provide access to
global market due to which organisation can reach to large number of target audience and
also interact with them.
 It is available 24/7 to the people – Internet is available 24/7 and this provides benefit to
the company and the customers as they can make available to the product easily at any
time. This helps the fashion retailer in receiving orders for the product at midnight as
some of the customers are free at night and they use that time for ordering or checking
various products. The customers are also getting the benefit of gaining all the important
information about their structure and working culture so that they can easily purchase the
product when they needed (Sebald and Jacob, 2018). The behaviour of the consumers can
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be changed as internet is available 24/7 due to which they can look for more discounted
and high quality of products. With the help of internet, customers can also register
complaints and also compare the products with other brands in terms of quality, price and
many others features. People can use the websites and social media sites of the brand in
order to avail information 24/7 and also place the order by sitting at home.
 Gains personalized experience – The two main things that fashion retailers needs to
consider is that the customers do not like to waste time and and always wants to be
valued as the primary customer (Kazancoglu and Aydin, 2018). This is also considered as
the main advantage that helps in getting effective and attractive products for the gaining
more sales and growth which results in more success. Personalized experience of the
customer is improved by gaining more productivity for gaining customers for lifetime in
order to provide high productivity.
 It offers better convenience and fast service– Internet is the best provider of the
customers which helps in providing customers high level of convenience as they are
getting all the products available at the same place ans with a lot of choices. This has
increased the level of satisfaction and increased sales through online platform as that
helps in giving more better services (Kim, 2019). The fashion retailer are more engaged
in improving the image in the minds of the customer so that they buy products and
services with the online website conveniently. Online shopping is more comfortable for
customers as they get products on their doorsteps with fast delivery and this helps in
improving their confidence about purchasing products from the online websites.
 Saves money and time – When fashion retailers are making available their products to
the customers which results in saving their time and money. When customers are buying
products by sitting at heir homes helps in saving their time and efforts to go to the
traditional stores for buying the particular product. Internet has changed the perceptions
and thoughts of the customers and makes them shift to the online stores instead of offline
stores for buying fashion products (Tao and Xu, 2018).
.What are the methods for using internet to influence buying behaviour?
According to Pícha and Navrátil (2019), internet has gained a significant position as one
of the communication tools. Many people around the world are using Internet for connecting to
other users or companies. Globally, many people are using Internet to have access of different
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social media accounts such as Twitter, Facebook, LinkedIn and Facebook. People continuously
share their experiences on these channels such as reviews of the product, data about different
services, advice on health or food, tips on utilising particular products, warning about various
commodities and many more. People have a lot of connections on various social media channels
through internet, thus information is consumed by different people. This particular data becomes
a source to influence different customers as well as their buying behaviour and decisions. More
purchasers are using internet for their different purposes and motives. Thus, through internet
different social media channels have gained a lot of importance because it has enhanced network
of customers. The greatest trend in marketing is the use of internet and through internet different
social media channels are considered. Internet holds the great power to of influencing potential
consumers from the beginning until the stage of the buy and beyond as well. Consumers are
using internet to look for different recommendations and reviews. Thus, before making a buying
decision customers require great awareness of the brand and its different offerings. There are
four significant ways through which Internet influences buying behaviour of the customers.
Builds product awareness: Internet has great influence on customers when they are
trying to create awareness about certain product. When a customer faces an issue, they begin to
look for solution on internet. But generally people do not know which particular commodity or
service will resolve their issue. Thus, most of the people get to know about the commodity which
will solve their issue by looking at the information which is distributed on different social media
channels through internet (Haralayya, 2022). The aim of every organisation is influencing
consumer behaviour. Thus, company focuses over making great brand presence on social media
channels so that they do not miss any significant opportunity of influencing consumer buying
decisions.
Social proof a greater force of purchasing decisions: With the assistance of internet,
company creates a social media presence. It has resulted in creating attractive social proof as
greater force to purchase decisions. Social proof has gained a lot of importance due to the
tendency of customers to act same like people around them and they also imitate other people
who have influenced them. Satisfied customers focuses over praising about the commodities and
products with shares, comments, likes and reviews on different channels of social media.
Marketers are forming the social space more clear and transparent by simply sharing tweets,
likes, comments, reviews and different pins of happy consumers for generating brand trust and
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increasing conversion rate. Sharing pictures, testimonials, videos and comments satisfied
customers create greater trust and will work in favour of influencing other customers towards the
products of the brand. Through internet, social media has become of the most important integral
parts of sellers and buyers (do Paço, Shiel and Alves, 2019). Social marketers look to sell their
commodities must have solid social proof in type of videos, images, podcast interviews, case
studies and influencers as part of the strategy of selling. This ultimately increases the conversion
rate. Organisation must focus on maintaining positive reviews on different social media sites in
order to attract maximum number of potential customers towards the brand. Usually, people
prefer to visit on the websites and social media pages of the brand in order to look for the
comments and reviews posted by the consumers and make their purchase decision accordingly.
Thus, with the help of social media proof, company can influence the purchase decision of the
consumers and also boost their sale and profitability.
Promotions, deals and discounts on social media: With the assistance of internet, many
users have signed up different social media channels, forums and groups that they are interested
in. When customers see discounts, deals and promotions on social media, it directly influences
their purchasing behaviour. Internet provides social media and which is an inexpensive platform.
It provides companies and brands instant reach to large number of active users of social media.
Companies ensure that the target audience sees the commodities, shares them and likes them on
social media, which facilitates to influence buying behaviour of customers. Promotion, deals and
discounts on social media is another method which helps in attracting more and more customers
towards the brand. Consumers get attracted with the organisation that offers products at
discounted price. It helps in boosting the sale of business by making consumers feel good. When
customers receives saving offers it helps in making them feel more relaxed and happy. By
offering discounts and deals, organisation make less likely for consumers to compare the
products and services which are offered by the other brands. It also increases the traffic which
results in high profit and sale. This method also helps in improving the brand reputation by
focusing on customer satisfaction. When the organisation has great brand reputation it builds
trust among the audience which leads to increase in sale and productivity of business. Due to the
highly digitalised world, people always share the positive things about the brand on different
social media sites, online discussion forums and review sites. By offering the discounts,
company gain trust of the consumers and also boost the reputation of the brand. Promotions,
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deals and discounts also helps in meeting the sales objective. In today's generation people
generally spend couple of hours looking for deals and offers online. Thus, this method helps in
attracting large number of customer towards the brand due to which the sale and performance of
business increases. Organisation needs attractions to create strong customer base and convince
them to purchase the products and services from the brand. There are various strategies through
which company can attract customer but discounts and deals is the simple and easy strategy for
attracting customer towards the products and services.
Social media influencers: Internet provides appropriate platform to consumers such as
social media channels (Efendi, Indartono and Sukidjo, 2019). Through social media channels,
customers get to see different social media influencers and look for products they are using.
Customers get easily influenced when they get recommendations from the person they trust the
most. Popular people and celebrities inspire their audience and influence their purchasing
behaviour. Social media influencers generally creates an impact on the daily lives of the people.
They are considered as an important part of the information network. With the help of social
media influencers, company can inform their followers about the new products, breaking new
and new development. People generally get attracted by the social media influencers and wish to
purchase the products which are advertised by their favourite influencers. The young people are
aware of the influence of social media celebrities. With the help of social media influencers,
organisation can build trust among the people and also grab their attention towards the products
and services. Influencers build trust, relationship and credibility among the audience as they
respect their recommendations and content. By sharing the content of the influencers,
organisation can grab the attention of customers and also put their message in front of actively
engage audience. Influencer marketing helps in improving the brand awareness of business by
reaching to large number of audience. Influencers generally post valuable and attractive content
that boost the engagement level of customers towards the brand.
.What are the challenges of adopting to changing buying behaviour of consumers?
According to the opinion of Janakiraman, Lim and Rishika (2018), there are various
challenges faced by the company while changing the buying behaviour of the consumers. These
issues creates a great impact on the performance and growth of business. It becomes important
for the brand to focus on understanding the buying behaviour of consumers so that they can
overcome the challenges while influencing the buying behaviour of customers. Company
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generally gathers data from different data sources such as smartphones, email subscriptions,
laptop, browsers and even offline purchases. Consumers use different channels to engage, shop
and interact with the brands by providing both opportunities and challenges for organisation. The
different challenges which are faced by the company while influencing the consumer buying
behaviour. Accessing data across platforms is one of the challenge which is faced by the
company while adopting different methods for changing the buying behaviour of consumers.
People generally use different devices and channels due to which it becomes difficult for the
companies to gain access of data across different platforms. Due to the presence of different
factors such as income level, education level as well as marketing factors, buying of behaviour of
consumer is changing rapidly. It varies from consumers to consumer as all consumers do not
behave in a similar manner. It directly impact on the growth and revenue of the business.
Understanding the consumer behaviour is important for the business because it can help them to
make better decisions about the their offerings. Understanding customer behaviour is considered
as most important factor for the company in order to gain success as well as gaining retaining
customers. In today's competitive world, companies that make efforts in order to understand the
customer behaviour will be better equipped for providing personalised and customised solutions
to their customers. For understanding buying behaviour of consumers, many companies segment
their customers by a number of ways for making it easier to understand their needs and wants as
well as put offerings together that would be more valuable and beneficial to them (Butt, 2021).
There are many challenges that an organisation may faced due to changing buying behaviour of
customers. Some of these challenges are described below:
Decline in growth rate- The first challenge that an company faced due to the changing
buying behaviour of customers is decline in growth rate. Customer satisfaction and business
growth has a direct relation with each other. When the consumer is satisfied from the product
and service of a company then it increases the chances for the company to achieve success in the
market as well as achieve their business goals and objectives (Lin and Niu, 2018). Change in the
consumer buying behaviour make consumer dissatisfied and they move to other brand due to
which success rate of other brand is declined. Evolution of internet not only change the buying
behaviour of customers but also increase the competition for the company as when the customers
not like the product and service of a company then they move to other brand. For dealing with
this challenge in better manner. Company need to focus on understanding the consumer
19

behaviour as well as modified their product and service according to it for gaining customer
satisfaction and increasing growth rate.
Increases cost- The another challenge that an organisation faced due to the changing
buying behaviour of consumer is it increases cost. Continuous change in the buying behaviour of
consumers makes company to modified their product and service time to time due to which they
need to make more investment for improving them to match the needs and wants of customers in
better manner (Birtus and Lăzăroiu, 2021). There is also a problem for the company through this
is they cannot increase their product and service price to cope their extra cost. As there are many
companies that provide similar kind of product and service in Internet and increase in product
and service of the company make consumer to move other brand. For dealing with it company is
not make their product and service more attractive and trending that influence customers towards
it easily as well as make them willing in order to pay higher for purchasing it.
Lack of detailed understanding about consumer behaviour- It refers to the major
challenge that faced by the company due to change in the consumer buying behaviour. As people
are different from each other not only because of their physical features but also of their
preferences, interest and thinking (Mollenkopf, Ozanne and Stolze, 2020). Buying behaviour is
different from one consumer to consumer. If one consumer does not like features of a product
then other does not like their cost. It more difficulty for the company in order to gain detailed
knowledge regarding consumer behaviour. Due to this company is unable in order to make their
product and service that may meet needs and wants of every customers. Evaluation of Internet
are also a major reason that changing the buying behaviour of customers. Consumer first
research about a product in Internet and compare a company's product with millions of other
company. For some customer product's price matter, for some its quality, and some them its
feature and so on. Due to which company faces many problems in order to understand the
behaviour of every customer base in order to modified their products and services to make their
customers satisfied (Mani and Chouk, 2018).
Decrease in competitiveness- It is also a challenge that is faced by the company due to
changing buying behaviour of consumers. As changing buying behaviour of consumers make
them to move other brand when they does not like product and service of particular brand. Due
to this competitive growth of the company is directly affected. In today's competitive world,
many companies is taking initiatives in order to offer innovative and attractive products and
20

service in the market to influence large number of customers. Innovative and attractive products
makes changing in buying behaviour of consumer as they make them to drop their traditional
choice and focus on purchasing new products in order to become more trending. Evolution of
internet makes more difficult for the company to deal with this challenge in better manner
(Ariffin, Mohan and Goh, 2018). As Internet increases the competition for the competition
because more and more companies are focusing on using internet in order to provide attractive
and innovative product and service in the market. It will change the buying behaviour of
consumer towards a particular brand. Due to which their competitiveness is decreases and faces
many problems to operate their business in better manner. For remaining competitive in the
market, a company need to understand the buying behaviour of their target consumers in order to
make their products and service effective for their customers as well as match their needs and
wants more efficiently.
Ineffective customer experience- It is also a challenge that company faced due to
changing buying behaviour of customer and use of internet. In today's business environment,
customer experience is important for the success of business and e-commerce website of a
company. As the company's website is also an important factor that change buying behaviour of
consumers towards their product and service (Rydell and Kucera, 2021). If the company's
website is not that attractive like their competitors then the buying decision of customer is also
get changed as they may think that their product and service are more better from them without
using it. Due to this customer experience become ineffective towards the particular brand and
their websites. The flow of company's websites, the segmentation of the websites as well as the
retail personalisation of the products should be based on their consumers preferences. It makes
company to focus on improving their websites so that consumers can navigate through easily. It
also helps company to attract more customers towards their brand (Taufique and Vaithianathan,
2018).
21

.CHAPTER 3: RESEARCH DESIGN AND METHODOLOGY
Research methodology is considered as a method that explain how researcher lean in
order to conduct the research. It is described as systematic and logical plan that help researcher
to resolve research problem in better manner (Rennstam and Wästerfors, 2018). A methodology
is used to detail the approach of a researcher to the research for ensuring valid and reliable
results that attain their aim and objectives. It encompasses what kind of data is collected by the
researcher and from where it sources as well as how it has been analysed. A research
methodology provides scientifically sound findings as well as research legitimacy. It render a
detailed plan that helps in keeping researcher on track as well as making the process more
effective, smooth and manageable. It allows reader in order to understand the method and
approach used by the researcher in order to reach conclusions. Research onion is described as
important that is used to described different stages by which a research need to pass when
developing an effective methodology (Epp and Otnes, 2021). It develop a series of stages in
which several data collection methods can be understood as well as illustrates the steps through
which a methodological research can be described.
Research philosophy- Research philosophy is used to deals with the nature,
development and source of knowledge. It is also described as a belief about the ways through
which phenomenal data can be gathered, examined and utilised. The research philosophy is
classified in two parts that are defined as interpretivism and positivism. Interpretivism research
philosophy focused to the assessment the differences between social and human factors.
Positivism research philosophy believes that the reality is stable as well as can be described and
observed from a viewpoint on objectives without involving with the studied phenomenal. With in
the current research, the researcher used interpretivism research as it helps in collecting and
analysing in-depth information related to research topic (Epp and Otnes, 2021). Positivism
research is limited in that the data which it produces is inflexible and fails in order to address
personal experiences, beliefs and motivations. Interpretivism philosophy aim to understand
things properly as opposed to provide the rigid explanation that a positivism philosophy would
not provide. The nature of this research philosophy is used to socially constructed and multiple
that help researcher to attain aim and objective of research. The primary advantage of using
interpretivism research philosophy, the researcher can provide valid and close responses to the
truth. This philosophy is focus on individual instead of responding collectively that allows
22

respondents in order to provide answers with meaning and feelings along with the detailed
responses. It prefer qualitative method that allows to make close interaction with the respondents
(Iphofen and Tolich, 2018).
Research approach- The research approach is considered as a plan or procedure that
involves certain steps related to broad assumptions for detailing methods of data analysis,
collection and interpretation. Basically, it is based on the nature of problem in research which is
being addressed. The research approach in research methodology are of two types that are
inductive and deductive approach. Qualitative data needs an inductive research approach to
analyse. On the other side, quantitative data involve deductive approach. In the case of current
research study, the used inductive approach as it helps in collecting, analysing and interpreting
qualitative data (Weaver-Hightower, 2018). The deductive research approach does not provide
new knowledge as its premises have being already tested. It create theory from general
information an then extracts a specific conclusion that proves the present and past truth. The
inductive approach provides a first hand knowledge and information though actual observation.
This approach is future oriented as it collects specific information and then draws a general
conclusion that predicts about the future findings. The primary advantage of inductive approach
is that the researcher get a chance to work with probabilities. Not all the probabilities are
possible or even true, thus, this approach provide various options to the researcher. Inductive
approach starts with a particular inference or observation towards the last stage of the research
because a result of observations (Kilicoglu, 2018). This research approach is memorable,
meaningful as well as lesson should be discover by the student themselves.
Research strategy- A research strategy is described as action's step-by-step plan that
provide direction to the thought process of researcher. It enables a researcher to do the research
in systematic manner as well as on schedule. It is also considered as systematic process that
define how a research is conducted in order to solve an inquiry problem. There are many types
of research strategy in research methodology such as survey design, experimental design, case
study, action research, grounded theory, ethnography, systematic literature review and many
more. In the case of present research study, the researcher used systematic literature review and
case study in order to collect relevant and in-depth information regarding research topic (Levitt,
2020). Case study is described as an empirical inquiry of an individual social unit. In this
strategy, the researcher tries to seek answers for why and how questions in the research.
23

Systematic literature review identifies, selects as well as critically appraises research for
answering those questions that are clearly formulated. It follows a proper defined plan or
protocol where the criteria is clearly stated before the review is conducted. It involves certain
activities that are identification of relevant research, systematically critiquing research reports,
synthesising findings as well as understanding conclusions from the research. The primary
objectives of systematic literature reviews is it reduces bias by using systematic method to select
studies for the review. It enhance the duplicability of the review through transparency of the
methodology as well as search strategy (Merriam, and Grenier, 2019). It provide more rigorous
kind of review in comparison to other that help researcher to collect proper data for attaining aim
and objectives.
Research choice- Research choice is described as a option, it supposes a selection from a
given portfolio related to methods, rules, techniques as well as instruments. It simple decided
how many data types, researcher use in their research. There are mainly two types of research
choice in research methodology that are defined as qualitative and quantitative research choice.
Quantitative research choice is focus on numeric and unchanging data as well as detailed
convergent reasoning instead f divergent reasoning. This research choice is more scientific fast,
focused, objective and acceptable. Qualitative research choice is described as a market research
that usually focus on gaining data with the help of conversational and open ended
communication. In the present research study, the researcher used qualitative research choice in
order to understand thoughts, experiences and concepts in better manner (Buus and Perron,
2020). The primary motive to select this research choice is that the quantitative research choice
an be limited within its pursuit of statistical and concrete relationships that may leads to
investigator overlooking broader relationships and themes. The primary advantage of qualitative
research choice is it provide more content that is useful in the practical application of the
research. It utilises smaller sample size in comparison to other research methods that help
researcher to complete the research rapidly. With the help of faster results a researcher can move
ahead confidently because of the quality of information that they obtained in the research. It also
provides chance to researcher in order to develop a particular insights that help researcher to
solve research problem in better manner (Astroth and Chung, 2018).
Time horizon- The time horizon is used to described the time frame within the research
is intended for its completion. There are mainly two kind of time horizon is available in research
24

methodology that are defined as cross-sectional time horizon and longitudinal time horizon.
Cross section time horizon is used to described a research design in which the researcher collects
data from different individuals at a single point in time. In this researcher observe variables
without influencing them (Daniel, 2018). In longitudinal research time horizon, the researcher
continuously examine the similar individuals for detecting and changes that might occur over
period of time. In the current research, the researcher used cross-sectional time horizon as it
allows researcher in order to collect data at a individual point in time. It is relatively cheap as
well as less time consuming in comparison to longitudinal research study. It also allows
researcher in order to collect data from the large source of subjects as well as compare
differences in between groups. It allows researcher in order to make comparison of different
variables in single time which helps in attaining research aim and objectives in better manner.
Cross-sectional time horizon provide definite information related to cause and effect
relationships. It is because cross-sectional study give a snapshot of single moment in time, it do
not considered what happens after or before the snapshot is taken (Buetow, 2019). It also help
researcher in order to prove or disprove assumptions in the research.
Data collection: Data collection is the process of gathering and evaluating appropriate
information for the investigation. It is one of the standard technique which gathers valid data for
the research. In the investigation it is used by the researcher to gain useful information for the
chosen topic. Research problems is also being addressed using the gathered data. Data collection
is also one of the important step in the research because the quality of outcome is being gathered
using this method. In each and every investigation the approach of data collection is different. It
depends upon the choice of the investigator about the kind of data they need for their
investigation (O’Donoghue, 2018). There are two types of data collection source which are
primary and secondary data collection method.
Primary data source is one of the data collection source in which researcher accumulate
first-hand information for the investigation. Researcher themselves gathers data for the study by
making a direct communication with participants. Data collected using primary data show true
result for the study. This is because it is a real time information which is gathers for the research
subject only. Some of the source through which primary data is being gathered are as survey,
interview, experimental and many more (Kalu, 2019). Primary data method is mostly used when
investigator wants quantitative data for the study. Using this method numerical information in
25

numbers and figures can be accumulated easily. One of the biggest advantage of using primary
data collection source is quality of outcome and statistical power. Accuracy and reliability is also
high when data for the investigation is collected using primary source. Investigator gets fresh
information which helps them to attain aim in valuable way. The disadvantage of primary data
source is time consuming method because data is collected for the first time. Researcher
themselves need to gather information which takes time. It is also one of the expensive method
as fresh information need to be collected directly from applicants (Tavory, 2020).
Secondary data collection is another type of data collection source that is used by the investigator
when they want secondary data for their study. Researcher does not gather the information
instead of that they use data which is accumulated by others. Investigator uses past publish data
about the selected topic to execute their investigation. In secondary data collection real time data
is not used, investigator uses previous information for their investigation. Some of the source for
secondary data methods are books, journal, articles, magazine, newspaper, government site and
many more (Cardano, 2020). Secondary data is used mostly when qualitative data is needed for
the study. In this textual and written data is gathered easily and in most convenient manner. One
of the advantage of secondary data collection is lesser time and cost is incurred to gather data for
the research. Disadvantage of secondary data method is that it is not necessary that data is
specific to the need of researchers as investigator has no control over the information. Accuracy
of the data is quite low as compared to primary data collection.
As per the current investigation on the topic influence of internet on consumer buying
behaviours researcher has selected secondary data collection method. The reason for this is it
helps them to carry the investigation in deeper way because vast information is acquired by the
investigator. This also helps them to know the perception of other researcher on the same topic
and fulfil the gap between previous investigation (O'Cathain, 2018). The process to gather
secondary information is also quick and easy. Investigator acquire past data and on the basis of
this they can find true outcome about the impact of internet.
Data analysis: Data analysis is the process to inspect the raw information. It is the
procedure where researcher evaluate the gathered data in order to gain useful information. The
raw f=data is being analysed so that quality result for the research can be obtained. This quality
outcome helps in achieving the aims and objective of the study in effective way. With the aids of
finding researcher measure their standard and a proper conclusion made for the investigation.
26

There are many data analysis techniques such as frequency distribution, thematic analysis,
content analysis, data mining, regression, case study analysis and many more. As per the current
investigation researcher has chosen thematic analysis (Englander, 2019). This is the method
through which qualitative data can be inspected easily. This investigation is applied on the text
gathered by the researcher about the topic. using this tool investigator closely analysis the raw
text and then determine the common themes which helps in sorting the useful information. Data
is being represented in the form of themes so that specific information about the theme can be
present accordingly. It also helps in identifying the repeated pattern about a particular topic can
be known in ease manner.
Research ethics: Research ethics are the collection of principle and beliefs. Ethics are
followed in the investigation in order to acquire data in valuable manner. By following the
morals and values vicious conduct is reduced and investigation in done in ethical manner
(Blaikie, 2018). Some of the ethics which are followed in the present investigation are as:
 Credibility: This is the first ethics that is followed in which investigator of the study need to
give credits to all those authors whose data is used in the investigation. This helps them as
reader of the study can know that researcher has used reliable data for the investigation.
 Using resources beneficially: Another ethics which is followed is using the resources in
valuable manner so that valuable data for the investigation can be gathered. This also helps
them to reduces the problem of lack of resources in the research.
Research limitation: Some of the problems which is occur while carrying the investigation are
lack of time management skill. As in the present research there are lots of activity which is
executed and managing all these activities in given time duration was one of the limitation (Tjora,
2018). Another is lack of knowledge about the topic which creates problem to gather reliable data
for the study.
27

.CHAPTER 4: FINDINGS & ANALYSIS
Theme 1: Influence of internet on consumer buying behaviour
As per the data gathered in the section of literature review, it is being analysed that the
current world is volatile and so customers. Buying behaviour of consumers is changing as per the
changing trends of market and increase in the usage of internet. Internet has created an important
place in the lives of individuals because it has made their life convenient and easy. Internet plays
major role in influencing consumer buying behaviour as they are spending more time on internet
for the purposes such as checking new trends, watching movies, shows, purchasing and so on.
Internet has made things easier for the customers because it provides great information to
customers. The internet is playing major role in developing quite rapidly as a main force in the
marketing equation for several products of consumers. Not only has internet has become
significant marketing tool, it has changed the equation of marketing. It is necessary to understand
these changes because they are base to harness the power of internet for capturing the customer
loyalty and building the business (Yrjölä, Saarijärvi and Nummela, 2018). Some of the main
ways determined in the literature review about changing the face of marketing are: educating the
consumer, customer initiated conversation, overloaded information, cross-channel
consciousness, serve the customer right and so on. Earlier internet has started as data and
research vehicle. However, it has majorly shifted from being an educational method to an engine
of commerce, it is still a significant and major source of the information. Customers sit down in
their convenience at home and learn about the company's products (Davies, Dolega and Arribas-
Bel, 2019). In fact, chances are more that customers will look to do the internet for research
about new products in the market regardless how they purchase the product. Brick and mortar
fashion retailers have learnt that many of their customers do research on the internet before
purchasing at the store. As a fashion retailer owner, it is significant to be open and make data
easily available to consumers. With the help of information, consumers are generally hungry for
data about the products and anxious for making informed decisions. Generally there are
advertisements of 30 seconds however, customers are demanding more and they get the
information they require.
In earlier times, the organisation started making contact with the consumers by research
and generally through advertisement. The internet has impressed customers with the great ability
of starting contact with the organisation to learn about the products or buy them without leaving
28

their residence. They may approach the organisation according to their convenience in a day
rather than strict hours of stores. Consumers get access to the organisation as per their own
convenience and build great relationship with them. This has highlighted internet search engines
and directories which facilitate the desires of customers for finding the information and
commodities they show interest in. Today organisations require to ensure they are making their
great presence on the web with the help of search engines and have a greatly designed website
which is easy for navigation and available at the convenience of customers. When customers
expect access to data and information then they are generally overloaded by it. They often get
information again and again. Thus, anti-spam software and spam laws have gained popularity
among customers and businesses. The impact for the marketers are two-fold. At first, it is
significant of providing useful and meaningful data in all communication with consumers. This
shows that communication with customers is necessary but it must not be forced and pushed
again and again to them (Li, Hallsworth and Coca‐Stefaniak, 2020). The communication needs to
be useful and significant for them. In the second, the communication needs to be kept on the
website and make sure that it is easier to understand. This is not one of the platforms which
tolerates long messages. It is also important to give customers great commodity and support it
with great service. The internet has made the great products and service more essential and
important. Channels of internet and chat rooms have increased the feedback loop on services and
products that mainly backs up them. Customers could instantly search out an organisation's
record or any of a number of commodity rating services right from their own residence. There is
need for a customer to sit down and write in-depth letter to the organisation for registering any
complaint. It is very easy to log into a chat room and register a complaint and it is majorly
available to large number of customers to see (Zhang, Zhang and Zhou, 2021). Quality
commodities and effective customer service are necessary to all those organisations that wish to
succeed and survive. Marketing department is one of the significant departments within
organisation and this department has started research with customers and then identified what
new commodity or item to make or develop, what characteristics need to be included, how to set
prices for the products and how well they have liked the company's product or offering. In this
modern time, many online merchants are allowing their consumers to identify the price by
auctioning commodities, services or transportation. The main trend in mass customisation has
been helped by the internet allowing consumers to bring down the characteristics their products
29

would have. Consumers are increasing to expect more say in what the commodity will be and
exact amount it will cost. Personalised service is continued to play an important role in customer
commodities. With increasing data available to customers and their ability of communicating
with each other conveniently, organisations have become more conscious of several channel
offerings. Customers now rapidly get data and convey it to each other easily and quickly.
Customer chat rooms and internet comparison sites make data much more easily available.
Marketers are aware that several pricing in several channels may not be convenient to start in the
past without migration of consumer dissatisfaction or confusion and purchases. There are
different methods through which internet has changed the buying behaviour of consumers in
fashion sector of the United Kingdom. Internet gives access to social media to all the customers.
Customers get direct information from the brands about the several products and services
launched in the market. Customers also get to know about the reviews of products and opinion of
several other customers. This directly influences the buying behaviour of the potential customers
regarding their purchase. Customers also get an opportunity to get their queries resolved in an
instant manner (Bravi and et. al., 2020). So, when large number of customers get attracted
towards the products of the company then an organisation increases its sales and profitability
level. With the use of internet, companies get to approach customers of competitor's brand
because they make them familiar with the offerings of the company. With the assistance of
internet, customers have become more confident regarding their purchase as they only purchase
those products which have great reviews and feedback. Companies also provide each
characteristic and feature of the products to customers so that they can easily grab the attention
of customers. With the help of internet people are using several social media channels such as
Instagram, YouTube, Facebook and so on. These channels play the role of bridge between
customers and organisations. Through these channels, an organisation gets to know about the
expectations and needs of customers. After identifying all these needs of customers, an
organisation comes up with the products that can be easily sold out and makes customers their
permanent audience. Nowadays, customers do research about the several products which can
fulfil their requirements and needs. However, an organisation can not wholly depend over
internet to influence the consumer buying behaviour because internet holds positive as well as
negative review about the different offerings of the organisation. Online shopping is one of the
elements on which large number of people are dependent because they do not need to move out
30

from their houses to buy products. With the assistance of online shopping, customers directly get
the products at their doorstops. Thus, online buying is quite convenient in comparison of
traditional buying. There is continuous advancement and innovation in marketing because needs
of the customers are changing continuously. Thus, with the help of internet, companies are able
to grab their attention and make them connected with their offerings. It is also observed that with
the help of internet, companies are easily able to put their information on the different social
media platforms in a systematic way. Internet gives the in-depth information to customers which
are mostly required by the customers. Customers always require in-depth information about the
products because they are investing their funds in buying those products and services
(Aragoncillo and Orus, 2018). So, an organisation uses marketing strategy to advertise and
promote the company's products in a significant way. Fashion companies put information on
social media about the latest trends and patterns so that existing customers can easily influenced
and attracted towards the brand in a systematic way. Therefore, internet is quite important
because it directly assists in increasing the larger customer base and engaging them with the
company's products over competitors.
Theme 2: Advantages of internet in changing buying behaviour for fashion retailers
According to the information gathered from various secondary source it is being discussed
that Internet is one of the source which helps in proving reliable information. With the use of
internet consumer can gain detailed knowledge about the organisation. There are various
different channels and networks through which data can be gained. With the increased use of
internet in recent time the lifestyle of the buyers is changing in vast manner. They buying and
purchasing decision is also get influence by the internet. Buyers are getting various option to
purchase product and service, these are also helping them to gain better experiences. Online
purchase is better option for both buyers and organisation (Mir-Bernal, Guercini and Sádaba,
2018). For brand it is good as they do not need any physical store to carry out their operation and
for consumer it is useful as they can purchase goods and services as per their comfort and
convenience. Internet has changed the overall business model of the company as with the help of
online selling customer can acquire goods and service in timely manner and with more safety. It
is also increasing the competition in the market. In recent time the competition in the market has
increased in large manner the use of advanced technology and network has changed the overall
scenario of purchasing. Many fashion retailers are shifting from traditional way of marketing to
31

online marketing. This is because it has provided them the best opportunity to develop and grow
their business in the market. There are various benefits which is gained by them after using the
concept of internet marketing in their business. Fashion industry with the helps of internet
increased their sale and profit margin in large way (Sharma and Jhamb, 2020). Not only this it
also helps them to attract various new audience towards the company. Buyers are also getting
quality as well as designer product through internet. Numerous options are available to them
which helps them to make proper buying decision for themselves. There are various websites
that sale different goods and services in their application. With the assistance of internet
companies are also able to attract various buyers for the company. This aids them to increase
their market share in large way. Their customer base also increased with the aid of online buying.
Internet is the source which is available to the buyer all time which helps them to make purchase
in whatever time they want. It also helps them to avail goods and services as per their
convenience and whatever time (Kautish and Sharma, 2018). As internet is used by each and
every person in recent time so it makes a positive relationship between social media and buying
behaviour. There is a direct impact of internet on customer base of the company. The nature and
behaviour of the employee is also changing with internet as more sale in built for the company
after using e-commerce concept. It also aids them to gain competitive advantage in term of more
customer base. Internet as a platform to purchase goods and service is also one of the innovation
strategy that helps fashion industry in large manner. It also helps the customer to get reliable and
thought full information which aids them to make right purchase decision for them. It also helps
the organisation to promote their offering and discounting in the market. This helps them to carry
out business operation in smooth and flexible manner. This also save time and cost of both the
retailer and buyers in effective way (Park, Im and Kim, 2018). This also helps buyer as they can
return the product or exchange it if they have issue with the product and services. This also assist
the company to provide quality outcome as well as delivering the best product to the buyers. It
also satisfies the companies buyers in large manner. Some of the benefits which is gained by the
company after using internet to change the buying behaviour of buyers:
Building strong relations: In recent time where the use of social medium and internet
increased a lot. It becomes very crucial for the organisation also to adopt the strategy of internet
in their business. It is discussed that internet act as source through which communication
between the buyers enhanced in large way. It helps them to make better interaction with the
32

buyers using different sources of internet. In retail fashion industry it also acts as one of the vital
concept which increase interaction and then enhance the level of sales of the company.
Profitability of the organisation also depends upon the interaction a company can made with their
buyers. In recent time a high growth in the use of internet is also seen, this growth also changes
the perception of the buyers in large way (Dharmesti and et. al, 2019). Buyers are also growing
and their perception about buying is also transferring in large way. With the use of internet
buyer’s thoughts about the brands are also influencing in large way. They are able to make better
decision for their purchase. Infact organisation are sharing the relevant data with the buyers
which help them to make strong relation with them. Important message and content of the
company is also being shared with the consumer with the help of internet. This build strong
relationship as communication and interaction increased in large manner. Thus, internet is the
source through which retail fashion brands make connection and increase their customer base
(Boardman and McCormick, 2018).
24/7 availability: Another benefits which is gained while using internet in online buying
and selling is 24/ 7 availability. Buyers can use internet in any time which ever time suits them.
This provide advantage to the organisation and buyers as they can make purchase whenever they
want as well as company can share information in any time. Product and service are available
easily at each point of time in a day. With the internet fashion brands can receive order for their
goods and services at any time. Infact it is seen in most of the online selling orders are received
in the night. This 24/ 7 makes the company to carry out their business whole day without any
issue. There is no time bound which is their in local shopping in which time to make purchase
and sale depends upon the store time (Hsu and Chen, 2018). This time bound is not their when
things are purchased with the help of internet. This internet source also helps the company to
operate their business in ease manner as various cost like warehouse cost, employee cost and
many other reduced. Thus, using internet company acquires the benefit of 24 / 7 availability of
their brand.
Better understanding of customer: One of the vital advantage of internet marketing is
that it helps in identifying the need and ants of the buyers in valuable manner. Company can
bitterly understand the customer which helps them to sale those products in large quantity which
is demanded by the buyers in more. It also helps in analysing the buying pattern of the consumer
in effective manner. Personalised experiences of the buyers are also gets better with the use of
33

internet in promoting goods and services as well as in selling (Kazancoglu and Aydin, 2018).
The analytical team on internet make personalise analysis on each buyers and try to provide them
better service in personal level. This also helps them to create a target marketing campaigns for
their buyers. With the help of internet organisation also treat each and every customer as a
primary customer and treat them in valuable manner. This primary customer aid them to attract
new buyers in more way. Product are also advertising in attractive and innovative way with
internet which on other side increase the sale of the company as well as aid in growing with more
success. Personalised experience of the buyers also improved as company try to serve each
buyers in fair and transparent way. This fair and transparency helps them to gain lifetime buyers
for the brand.
Saves money and time: Another benefit which is gained by fashion retailer with internet
marketing is saving the time and money in effective way. They are making product and services
available to the buyers in easy manner. Brands do not need to have warehouse, stores or group of
employee to sale product and services (Kim, Woo and Ramkumar, 2021). This save their cost as
well as time is also saved as company can utilise their time in more effective way. For buyer’s
time is being saved as they can purchase goods by sitting at home. There is no need for them to
go to traditional stores and purchase goods and service. With the adoption of internet perception
and thoughts of the buyers has changed in great way. The buyers thought of purchasing goods
from local shops had changed into online shopping. Infact cost of purchasing also lesser as
consumer can compare the price of goods they want with other brands and can order their
product from where they get it in low price. Thus, internet marketing is one of the way to save
time and money.
Theme 3: Methods for using internet to influence buying behaviour
As per the above gathered information in literature review it is being identified that there
are various methods for using internet to influence the buying behaviour of consumers. Internet
is considered as one of the effective mode for communication and interaction between the
people. Through internet, people can communicate and interact with each other at global level.
Nowadays, people mainly use internet in order to avail the access of different social media sites
such as LinkedIn, Facebook, Twitter, Instagram and many other sites. With the help of internet,
online businesses have made the live of people easier as they can purchase the goods and
services by sitting at home. There are various e-commerce platforms that provides spectacular
34

services to its customer by just one click with the use of internet. By using internet, people can
also do cashless transactions by offering services to its customers to pay bills of the products via
different digital payment app. Nowadays, UPI payment gateway is also increasing rapidly day to
day. The digital payment industry is growing rapidly because of the internet. People also use
internet for entertainment purpose such as watching movies, songs, games, etc which are
available on internet. People use internet for connecting with the others users and organisations.
Therefore, internet helps in influencing the buying behaviour of the consumers as they have
active presence on different social media sites. Customers generally prefer social media
sites in order to collect the information related to the products and services of the particular
brand. Social media sites provides reviews of the particular products so that consumers can make
purchase decision in better manner. People have lot of connection on social media sites and also
they can avail the information related to the brand and its products in better way. They purchase
the products by using internet according to their taste and preference. With the help of internet,
company can enhance networks of customers and also create strong customer base. Internet has a
great power to influence the buying behaviour of consumers and also attract them towards the
products and services. People also use internet for looking reconsolidations and reviews of the
different people and purchase the products accordingly. It is necessary for an organisation to
focus on identifying and understanding the consumer buying behaviour so that products can be
produced according to their taste and preference. In order to improve the profitability and sale of
business it is necessary to understand the consumer buying behaviour so that company can know
the expectations of customer.
Organisation use different ways through which they can influence the buying behaviour
of customers. These ways helps in attracting more and more buyers towards the brand and also
boost the profitability of business. There are various methods which can be used by the company
in order to influence the buying behaviour of consumers such as building product awareness,
social proof, promotions, deals and discounts on social media, influencer marketing and many
other methods. With the help of the internet company can influence the buying behaviour of the
consumers by building product awareness. Internet plays an important role in building product
awareness due to which customers can make purchase decision. Therefore, by creating product
awareness company can attract more and more customers towards the brand and boost their sale.
People don't know much about the products and services due to which it becomes difficult to
35

attract them and influence their purchase decision. While using internet, people generally face
various difficulties due to which they don't prefer to purchase the products online. Thus, it is
important to avail the right and genuine information related to the products and services so that
customers can purchase the products. The information can be gained by using different social
media sites and using official website of the brand. With the help of the website and social media
sites, customers can collect the genuine information related to the brand and product and make
their purchase decision on the basis of it. The main aim of the brand is influencing the buying
behaviour of consumers towards the brand. It is important for company to focus on creating great
presence on social media platforms so that they can reach to wider audience and attract them
towards the products and services.
Social media channels helps in increasing the market reach and also boost the revenue by
building customer networks. Thus, there are various benefits which can be gained by the brand
by using social media channels such as it builds strong connection, increase visibility, educate
customer about the products and services, connect with people any time and many others. Social
proof is the other method which can be used by the company for influencing the consumer
buying behaviour. With the help of internet, organisation can create strong presence on social
media sites. Thus, it is necessary to provide social proof to customers so that they can make their
purchase decision accordingly. Social proof is a method that helps in changing the purchase
decision of customers. It is the responsibility of an organisation to satisfy the customer in order
to increase the sale and profitability of business. When customers are satisfied they generally
praise about the commodities, share reviews and comments on different social media sites.
Therefore, satisfied customer helps in increasing the profitability and performance of business.
Company generally focus on creating social space more clear by simplifying the tweets, reviews,
likes, comments and different pins of happy customers in order to increase conversion rate and
generating brand trust. By sharing videos, pictures and comments helps in satisfying the
customer and also make easy for them to make purchase decision. Due to the internet, social
media has become important for the companies in order to sell and purchase the goods and
services. Social marketers look to sell their products with the social proof so that they can attract
more and more buyers towards the brand. Therefore, company must focus on creating positive
reviews on social media platforms so that they can engage more and more customers and
increase the sale of business.
36

While making the purchase decision, people generally prefer to go on different social
media sites and look for the reviews and comments posted by the other customers. Promotions,
deals and discounts on social media is another method through which company can influence the
buying behaviour of customer. When company offer products on discounted price it helps in
attracting customers which leads to increase in sale and productivity of business. Discounts,
deals and promotions helps in influencing the buying behaviour of customers. By using social
media platforms, company can reach to large number of active users. When target customers
receive saving offers they feel relaxed and happier. By offering discounts and deals, organisation
can improve their brand reputation and also build trust among them. It also helps in meeting the
sales objectives of the business and generate more and more revenue. Thus, social media helps in
creating strong customer base and also improve the performance and productivity of business.
Discount and deal is the simple and easy strategy for attracting large number of customers
towards the company. Social media influencers is the other method through which organisation
can influence the buying behaviour of consumers. Social media platforms includes several
influencers that are followed by the customer. Influencers plays an important role in attracting
people and creating strong customer base for brand. Social media influencers creates a great
influence on the daily lives of the people. They plays an important role in creating strong
networks with the people. By using this strategy, organisation can inform their customers about
the products and services so that they can purchase the products in effective manner. The youth
of the countries generally get influenced by the social media celebrities. The social media
influencers helps in building relationship, trust and credibility among the customers due to which
they respect the content and recommendation of their favourite influencers. Influencers also
share effective and attractive content which entourages people to know more about the product
details and make purchase decision. Therefore, influencer marketing helps in enhancing the
brand awareness of company by reaching to wider number of audience. Social media influencers
also post valuable and attractive content that helps in boosting the engagement level of
customers.
Theme 4 : Challenges faced by retail companies to change buying behaviour of consumers
It can be summarised from the above information, due to digitalisation, there are various
issues which are faced by the companies operating in the retailing industry in relation to
changing buying behaviour of consumers (Gauns and et.al.,2018). As stated by Childs and et.al.,
37

(2020), it is a complex issue to maintain the customer base as brand loyalty has become one of
the main term because nowadays customers get so many options. That is why companies also get
fail while attracting the customers. Earlier the traditional customer loyalty programs fro example
special offers and also the promotions are considered as an effective way. But as per the market
trends, the personalization trend is also increasing. That is why it is must to maintain proper
communication with the customers in order to keep them loyal to the brand. Another issue is
related to rising demands of the customers as they are aware of every trend and the new
companies. Sometimes it becomes difficult to retain the employees in the retail industry and they
are to face some internal issues related to communication. Furthermore, the retail market is
getting complex day by day and the structure also requires proper flow of internal
communication (Efendi, Indartono and Sukidjo, 2019).
In accordance with Sharma and Jhamb, (2020), after the pandemic, all the industries are
to face its severe impact as they are to attract customers is the main issue in the recent time.
Along with it, it is also an issue for the retail industries to encourage the digital payments. That is
why the companies are to invest in the technologies which can support in accepting the digital
payments (KUSA, ZAUSKOVA and CABYOVA, 2020). Another issue which takes place such
as supply chain management as the retailers have to modify their strategies in order to fulfil the
demands of the customers in the market. The inventory is required to be kept in a systematic
manner and in which technology is used to revive the business in the market. There are many
issues which are involved in the retail sector in relation to the customer’s behaviour. Likewise, to
attract the customers is also a task for the retail companies as all the companies are doing good in
the market. And the customers have wide range of options and even the customers are also not
required to go out to buy stuff. That is why their behaviour has changed and the companies are
working on implementing various ways to attract more customers in an innovative way. The
customers have wide range of online platforms through which they can buy and avail the
services (Naeem, 2020). That is why the companies are to make use of marketing techniques
through which the message can be spread out to the large audience. As the modern marketing is
one of the essential elements to keep the customers engaged with the company. Sometimes the
companies also get fail while attracting the loyal customers to the company. Furthermore, the
companies in the retail sector are to invest in the useful technologies which will support the
company in accepting the digital payments from the customers. Additional issue which takes
38

place that is supply chain management as the retailers have to adjust their various strategies with
the aim of fulfilling the demands of the customers in the market (Prentice, Quach and Thaichon,
2022).
As per the information assembled in the section of literature review, it is evaluated that
expectations of the customers are continuously growing because of changing patterns and trends.
Customers have started to expect fashion retailers' to deliver the similar frictionless, channel less
experience they get when surfing online. It is also determined that modern customers are not the
forgiving kind. There are many shoppers who stop purchasing from the business when they have
any bad experience. Retailers majorly face the issue of decreasing prices and decreasing shipping
times, while simultaneously addressing each operational inefficiency that come while carrying
out business operations such as misplaced stock, out of stocks and supplier meltdowns. It is
identified that one of the major challenge is building fulfilment goals around each consumer. For
fashion retailers it is easier to build their fulfilment goals around their core audience and
customers until they start to measure (Nash, 2018). Then the major challenge is how to highlight
big picture to understand to every unique customer interaction. There are some customers who
like fashion retailer brands which give priority to shipping speed of the organisation. On the
other hand, there are some customers who give more importance to free shipping for the delivery
of their ordered products. So, it creates pressure on retailers to fulfil expectations of both the
types of customers and they get the ability of adjusting optimisation objectives with targeted
profiles. They could offer both the kinds of customers with a shipping option that fulfil their
priority. However, it is not an easy task to identify the expectations of the customers and fulfil
expectations of each customer. Customers expect seamless experience from the companies
along with availability of the products on online and offline stores. In simpler words, customers
want to be treated as regular customers by the brand. They want to have great, effective and
efficient customers who can purchase through their online as well as offline stores. However,
retailer organisation faces issue in providing seamless experience to customers and ultimately
faces issue in influencing their buying behaviour.
When customers create buying decision, influence of social media and internet play
necessary and significant role. When a customer decides to buy, then they prepare list of all the
available options to decide the relevant and appropriate product. E-commerce sites offer several
tools and methods to browse, search for the commodity, provide specifications of the product
39

etc. then also it is tough for the customer to choose the right product. There are many people who
look for recommendations, ranking and reviews of existing customers and from the individuals
who they trust. There are many web and platforms which give access to information about the
several products and services of the company. The social media websites also give access to the
comments and posts of other customers in a systematic way so that customers can be easily
influenced towards the offerings of the organisation. Companies take help of social media
influencers to promote and advertise the products and services of the company. Generally, social
media influencers are the people who have great popularity and famous among the people. So,
when they promote the products, customers easily get attracted towards them. However, it is not
an easy task for fashion retailers to approach social media influencers because these influencers
take great amount of fee for promoting the products of the company. Along with this company
does not get surety that this will help in increasing the sales and profitability of the whole
organisation (Sharma and Jhamb, 2020). There are many customers who think that social media
influencers promote the company's product because they get great amount for the promotion.
Thus, they also think that these influencers exaggerate the quality of products even though these
are not good in quality. Sponsored product by the company to social media influencers play
major role in attracting customers but it does not convert it to final sale. It is also identified that
internet is the tool which gives access to several social media platforms. So, it is simply
understood that these social media includes several positive as well negative review about the
products of the company. Customers give more importance to negative reviews because this
makes them think twice before making any purchase decision of any offerings of the
organisation.
Buying behaviour of customers are directly dependent over various factors such as their
disposable income, marketing of the organisation, fulfilment of their own expectations and so on.
It is understood that it becomes difficult for company to attract or influence buying behaviour of
the customers when their customers have limited disposable income and they do not wish to
increase their existing disposable income. This negatively impacts the sales of the business and
creates pressure on them to generate more leads so that sales of the organisation could be easily
increased. The other challenge faced by an organisation while influencing buying behaviour of
the customers is the higher expectations of the customers. It is identified that expectations of the
customers are volatile and they are also very high as per the view of organisation. Customers
40

always want products or services from the company which can fulfil their existing expectations
along with future needs. However, it becomes difficult for an organisation to fulfil expectations
of each customer (Ofosu-Boateng, 2020). This ultimately results in dissatisfaction among
customers and created issue in the increasing sales of the company. Another challenge faced by
retailer company is that their rivalries use marketing techniques which are great in attracting or
grabbing attention of the customers. There are many retail companies which consistently post
content and matter on their social media channels which grab the attention of customers and
influence them to purchase products from the competitor companies.
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.CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS
Conclusion
It is being concluded from the above gathered information that consumer buying
behaviour plays a vital role within business as it influences the performance ad growth of
business. Organization generally prefer to identify the behaviour of consumers while making a
purchase decision so that they can implement the strategies for attracting more and more
consumers towards the brand. There are various strategies which are used by the company in
order to engage the customer towards the brand. Company prefer to engage audience so that the
profitability and performance of business can be increased. With the help of internet,
organisation can attract more and more buyers towards the brand and offer them products and
services in convenient way. Nowadays, Internet has made the life of people easy as they can
purchase the products and services from anywhere and anytime. Thus, through internet
organisation can fulfil the need and requirements of customers in effective manner and also
create wider customer base. It is essential for the company to focus on identifying the buying
behaviour or pattern of consumers in order to boost the profitability and productivity of business.
Consumer buying behaviour helps in improving the productivity and growth of business due to
which organisation can gain competitive edge in market. Company can also gain various benefits
by understanding the buying behaviour of customers. By understanding the consumer buying
behaviour, company can fulfil the need and requirements of customers which helps in making
them feel satisfied with the brand. For running the business in effective and efficient manner,
company must focus on satisfying the need and demand of customer in order to make them loyal
towards the brand. Therefore, internet has changed the life and living standard of people. With
the help of internet, organisation can attract and influence the buying behaviour of consumers
towards the brand. Company can use various strategies in order to influence the consumer
buying behaviour towards the brand. These strategies helps in enhancing the performance and
efficiency of business. The consumer buying behaviour can be influenced by creating strong
presence on social media marketing. By creating strong presence on social media marketing,
organisation can attract large number of customers towards the brand and also boost the sale of
business. Social media sites influenced the buying behaviour of customers by showing the
reviews and comments of the products and services. By having presence on social media sites,
42

company can reach to large number of audience and also they can create direct connection with
them. With the help of social media sites, customers can avail the relevant information related to
the products and services and make their buying decision accordingly. The main purpose of
social media sites is to connect with the people across the world. Social media sites helps in
talking, sharing videos and images to their loves ones. It also helps in creating groups for
discussion for meetings. Internet helps in sharing the information and communicate with an
internet connection. On social media sites, people usually share reviews related to the products
and services due to which consumers make their purchase decision. Thus, there are various other
uses of internet such as electronic mail, research, downloading file, interactive games, friendship
and dating, electronic newspapers and magazines and many others. People avail various benefits
by using internet. By the evolution of Internet, there are more changes in the buying behaviour of
consumers. People use internet in different manner in order to make different decision. It
enhanced the ability of the consumer in order to easily interact with the brand or company for
know about their products or even make purchases while sitting in their home. As internet also
increases variety of options for the company due to which the buying behaviour of consumer is
also get affected. In today's competitive world every organisation is focus on using internet to
promote and sale their products and service which results in continuos changing behaviour of
customers. Organisation also faces various challenges while influencing the customer buying
behaviour such as decline in growth rate, lack of detailed understanding about consumer
behaviour, increases cost and decrease in competitiveness. These are the few issues which can be
faced by the marketers while influencing the buying behaviour of consumers.
Recommendation
 It has been recommended to marketing professionals of companies operating in UK
fashion industry to improvise their customer relationship strategies in order to influence
their buying patterns. For this, they can communicate with their customers through the
use of social media platforms as well as digital channels. Organisational managers can
ask for constructive feedbacks from their customers. With this, they can analyse how
their offered services and products can be modified so that they can change buying
behaviour of their existing as well as prospective customers. By establishing a clear two-
way communication channel, organisational managers can interact with their customers
in an effective manner which can influence their buying patterns. Organisational
43

managers can also use a format of frequently asked questions on their official website
which helps them to clear varied doubts of their customers regarding usage, quality and
perception of a product. For communicating effectively, organisational managers can use
social media platforms such as Instagram and Facebook which also help them in
analysing the varied needs of their customers regarding changing dynamics and taste.
 It has been advisable to organisational managers working in UK fashion industry to
perform effective market analysis for curbing the challenge of changed dynamics, latest
trends and market conditions. Market research can be understood as a practice which is
undertaken by organisations for evaluating conditions prevalent in industry which can
impact buying behaviour of customers. It is imperative for organisational managers to
critically analyse major competitors, market saturation and other related perspective for
analysing customer behaviour for making purchasing decisions in a strategic manner.
Marketing professionals of UK fashion industry can use specialised software for tracking
as well as forecasting their promotional campaign which can impact buying perceptions
in an effective manner. Varied tools are present which can be used for measuring
customer satisfaction such as net promoter score, CSAT and many more. Apart from
analysing changed buying behaviour of customers, market analysis also help
organisational managers in gaining insights regarding qualitative and quantitative
assessment in regards with specified market.
 It has been recommended to organisational managers of UK fashion industry to adopt
practices which are sustainable in nature for adopting the changing behaviour of
consumers. People are in phase of using products and services of those establishments
which have adopted sustainable practices in their approach. It is imperative for
organisational managers to know the source of their raw materials and should ensure that
their processes comply with sustainable credentials in an effective manner. They can also
focus on minimizing their wasteful activities by adopting good cutting techniques. In
order to reduce the environmental impact in regards with manufacturing processes, they
should choose cleaner production techniques which have certification. Sustainable
fashion is considered as important as it can reduces the carbon footprint as well as can
influence changing behaviour of people regarding environmental factors. In order to curb
44

the wasteful activities, modernised as well as streamlined practices can be adopted for
impacting customer behaviour in a positive manner.
 The organisation should implement different managerial aspects so that they can acquire
management process in their business and develop their role within final product.
Management processes are related with increasing product and service range within the
organisation so that efficiency can be rendered within the organisation. Within an
organisation management plays important role in acquiring success so that by instigating
different processes overall business development can be made. When an organisation is
having prominent management processes in their organisation then this would create
integrity in the organisational functions. Internet has considered as one of the most useful
mediator in the current time so that by adding internet managerial functions can be
enhanced. This is the reason that the organisation is needed to understand behaviour of
their customers so that to acquire market success.
 The another recommendation is related with taking continuous feedbacks from their
customers so that the products and services can be enhanced. On the other hand, there are
several aspects which are associated with examining needs of the business in terms of
business sustainability so that with the help of engaging these elements the organisation
may create betterment for their business functions. By taking continuos feedback the
organisation may get to know regarding emerging demands of their customers so that the
same can be inserted into the business and business edge can be attained. These methods
are related with reaching out to the customer in such a way that this would create higher
benefits for the organisation in terms of meeting business requirements within the market.
 Internet is considered as the boon for the organisation in which they can sum up different
aspects so that with the help of adding internet in the organisation different complex tasks
can be completed within short span of time. This could be helpful for the organisation
that to manage their working and to engage their employee in decision making. Employee
are asset for the organisation so that in order to manage the overall customers this is
needed that to involve employees in decision making. Using employees and their
strengths the employees may use their capabilities so that to trace need of their customers
and aligning the same within business processes. These recommendations would be
45

helpful for fashion industry in terms of gaining positive customer buying behaviour and
adding new markets within the business.
46

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Online
About the UK fashion and textiles industry, 2022. [Online] Available through
<https://www.ukft.org/business-advice/industry-reports-and-stats/#:~:text=The%20fashion
%20and%20textile%20industry%20in%20England%2C%20Wales%20and%20Scotland,across
%20retail%2C%20wholesale%20and%20manufacturing.>
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