Impact of Internet Marketing on Consumer Buying Behaviour in UK Fashion Industry

Research Methodology
(Impact of internet marketing on consumer buying
behaviour within UK fashion industry)
1

Table of Contents
ABSTRACT....................................................................................................................................3
INTRODUCTION...........................................................................................................................4
LITERATURE REVIEW:...............................................................................................................6
To develop basic understanding regarding the internet marketing and consumer buying
behaviour.....................................................................................................................................6
To determine the impact of internet marketing on consumer buying behaviour towards M&S. 7
To examine the challenges that would be faced by M&S while improving their internet
marketing and changing customer’s buying behaviour...............................................................7
RESEARCH METHODOLOGY....................................................................................................8
Research design:..........................................................................................................................9
Data collection and analysis:.....................................................................................................11
Sampling:...................................................................................................................................11
Research ethics:.........................................................................................................................11
Validity and reliability:..............................................................................................................12
Research limitation....................................................................................................................12
Time plan...................................................................................................................................12
REFERENCES..............................................................................................................................14
2

ABSTRACT
It is stated that the current research topic is Impact of internet marketing on consumer
buying behaviour within UK fashion industry. Internet marketing plays a significant role if
organisation wants to change the behaviour pattern of their buyers. With the recent time the
trend of online marketing of goods and service has increased a lot. The companies are shifting
their traditional way of advertising to more modern manner. with the help of digital platform,
they are attracting peoples towards their company and changing their perception so that they can
inclined towards them in more effective way. There are so many strategies that can be adopted
by the company so that they can effectively market their product through various social media
sites. Internet marketing the term itself say promoting through neatwork technology. There is
various way of advertising product such as through images, content, videos or audio. The
concept is gaining more importance day by day because of by this they can reach to wider
section of audience at the same time and can use single marketing strategy to influence consumer
behaviour. This main purpose of this report is to gain a detailed understanding about the topic so
that skills can be developed regarding internet marketing. The study uses the quantitative
methodology to conduct the investigation and the source to collect data will be primary data with
the help of Questionnaire. If company use this then they could be benefited by this, helps in
boosting customer engagement, impulsive buying behaviour and many more.
3

INTRODUCTION
Internet marketing includes the ways and strategies used by an organisation for marketing
products and services online and by other different digital mediums. It involves a variety of
online tools, platforms and content delivery systems like website design and content, social
media and email marketing. Internet is one of the components that play major role in changing
buying behaviour of customers towards the brand. This holds great significance for increasing
the sales and brand image of the organisation. The selected organisation for conducting whole
research report is Marks & Spencer (Dahiya and Gayatri, 2018).
Relevance of the proposed research
The present investigation has great relevance for in terms of business perspective because
it shows the significance of internet marketing in the modern business world. With this
investigation, businesses can easily learn about the various challenges faced by company to
implement internet marketing so that large number of customers can be attracted.
Proposed study
The current study is proposed to show the effectiveness of internet marketing to change
buying behaviour of customers towards the brand. This report is clearly focused at showing the
significance of internet marketing and its positive influence to gain attention of large number of
customers. This will also show that internet marketing is directly linked to increase in sales of
offerings offered by the organisation (Waheed and Jianhua, 2018).
Justification of the selected topic
In the present investigation the chosen topic is internet marketing and its importance in
changing buying behaviour of customers toward an organisation. It is being identified that with
the help of internet marketing, companies get many number of opportunities and grow to the
whole organisation. There are two perspectives which are attained and they are personal and
professional perspective. In respect of personal perspective, I will get to learn about the latest
trends in the marketing and in this I will get to know about internet marketing. In respect of
professional perspective, I will get to learn about the strategies useful for organisation and this
will be helpful in my professional career.
Value of the research
The current investigation is of great value as it takes out detailed information about the
impact of internet marketing to change buying behaviour of consumers toward the organisation.
4