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

This research report analyzes the impact of internet marketing on consumer buying behavior in the UK fashion industry, with a focus on Marks and Spencer. It examines the role of internet marketing, different types of internet marketing, and challenges faced by Marks and Spencer. The report aims to identify the impact of internet marketing on buying behavior of consumers within the UK fashion industry.

Impact of internet marketing on
consumer buying behaviour within UK
fashion industry

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
1.1 Background of the research topic.....................................................................................3
1.2 Background of the organisation........................................................................................3
1.3 Research aim, objectives and questions...........................................................................4
1.4 Research rationale............................................................................................................4
1.5 Problem statement............................................................................................................5
1.6 Structure of the dissertation..............................................................................................5
LITERATURE REVIEW................................................................................................................7
Role of internet marketing within the UK fashion industry...................................................7
Impact of internet marketing on buying behaviour of customers towards the products of
Marks and Spencer.................................................................................................................8
Different types of internet marketing that helps Marks and Spencer in changing the buying
behaviour of consumers........................................................................................................10
The challenges faced by Marks and Spencer while promoting products through internet
marketing to customers.........................................................................................................12
RESEACH METHODOLOGY.....................................................................................................14
REFERENCES..............................................................................................................................17

CHAPTER 1: INTRODUCTION
1.1 Background of the research topic
Internet marketing is considered as the component of marketing which is using internet as
in order to perform marketing activities. This is the a form of marketing which uses internet in
order to deliver promotional message to their customers using different channels of online media
(Bala and Verma, 2018). In the current time internet marketing is proven to be the most
significant method which helps the business to reach out to their customers and to manage their
brand existence into the market. Internet marketing is the umbrella term which covers wide range
of marketing and services and helps the organisation to deliver their message to their existing
and potential audience. This is imperative for the organisation that they use several marketing
methods in order to reach out to their customers and in this manner using social media marketing
so that to prove their global market identity. With the help of internet marketing different
organisation can manage customer buying behaviour as needs of their customers can be
understood in better manner. With the help of internet marketing communication can be rendered
within customers so that their needs can be understood in better manner and the same can be
catered (Kannan, 2017) When an organisation is able to understand behaviour of their
customers then this will be easier that to acquire positive market insight and positive market
results.
The current research report is based on understanding the impact of internet marketing on
buying behaviour of consumers within UK fashion industry. The current report will also include
different types of internet marketing that can be used by the businesses in order to change buying
behaviour of their customer and to acquire market edge as well (Trivedi and Sama 2020). The
report will also include different strategies that can be used by the UK fashion industry so that to
deal with issues within changing buying behaviour of customers.
1.2 Background of the organisation
Marks & Spencer is one of the giant fashion retailer situated within UK and having
presence in different nations. The company is specialised in selling of cloths and beauty products
to their customers. The company is using different marketing campaign in order to reach out to
their customers and to manage their brand recognisance into the market. The company is also
using different social media marketing methods in order to retain into the market and this way

the company is able to make up their marketing image. In the same way the company is using
different social media platforms such as Facebook, Instagram and many others so that to
communicate organisational message to their audience. The company is focused over creating
proper presence in their markets and for that the company is using different strategies so that
they can reach out to their customers and manage their business.
1.3 Research aim, objectives and questions
Research aim
To identify the impact of internet marketing on buying behaviour of consumers within
the UK fashion industry. A study on Marks and Spencer
Research objectives
 To study the role of internet marketing within the UK fashion industry
 To examine the impact of internet marketing on buying behaviour of customers towards
the products of Marks and Spencer
 To identify different types of internet marketing that helps Marks and Spencer in
changing the buying behaviour of consumers
 To determine the challenges faced by Marks and Spencer while promoting products
through internet marketing to customers
Research questions
 What is the role of internet marketing within the UK fashion industry?
 What is the impact of internet marketing on buying behaviour of customers towards the
products of Marks and Spencer?
 What are different types of internet marketing that helps Marks and Spencer in changing
the buying behaviour of consumers?
 What are the challenges faced by Marks and Spencer while promoting products through
internet marketing to customers?
1.4 Research rationale
The prominent rationale of executing the current research is that the research will
increase understanding of the researcher in terms of internet marketing and buying behaviour.
The current research report will develop understanding of the researcher that how with the help
of internet marketing an organisation can acquire positive buying behaviour of their customers.
The reason of conducting the current research is that using the same information researcher can

use the same within the career perspective and attain organisational objectives (Inoni, 2017).
The current research would aimed at managing dual perspective within researcher such as
personal and professional. In the respect of personal perspective the current research will assist
the researcher in increasing skills such as communication skills, research skills, analytical skills
and many others. In terms of professional perspective the current research would assist the
researcher in making such edge by which they may conduct future researches in more
appropriate manner (Yang and et. al., 2017). By gaining knowledge from the current research
the researcher would be able to minimise risks within future researches.
1.5 Problem statement
The major identified issue within the current research is that there are numerous
competitors those are associated with selling of homogenous products and services. In this
manner the organisations have to use different methods that will make them different from others
(Gautam and Sharma, 2017). The problem is that the organisation is needed to understand
need and demand of their customers so that the organisation may cater the same products or
services to their customers. The current research would identify the issues related with customer
buying behaviour as the organisation would have to face different challenges in terms of
understanding buying behaviour of their customers and needs of their customers.
1.6 Structure of the dissertation
There are mainly five chapters that help in developing the structure of the dissertation in
a proper and systematic manner. These chapters are defined as under:
Introduction – Introduction is the first chapter of the dissertation which includes research aim,
objectives and questions on the basis of the topic. In this chapter problem statement is also
defined for which the research will be executed. This chapter is necessary for the researcher as it
helps in defining about the basic information about the topic.
Literature review – Literature review is the second chapter of the research as this helps in
providing secondary information about the topic. This helps in evaluating the research questions
in critical manner in order to achieve the objectives.
Research methodology – Research methodology is also an important chapter of research that
helps in determining different methods for gathering topic related information.

Data analysis and findings – Data analysis is related with interpreting the collected information
in an appropriate manner so that conclusion can be drawn. In the current research frequency
distribution table is used for summarising all the information into statistical form.
Conclusion and recommendations – This is considered as the last chapter that helps the
researcher in reaching out the conclusion of the collected data. Recommendation is also a part of
the research that are given in relation to the organisation so that they provide better environment
to employees.

LITERATURE REVIEW
Role of internet marketing within the UK fashion industry
As per the view of Liu, Perry and Gadzinski (2019), internet marketing plays an
important role in the UK fashion industry as it helps in gaining more number of customers and
growth in the competitive market. Internet marketing is important because it impacts the
behaviour of the consumers towards purchasing any product or service from the market. This is
the direct form of marketing that helps marketers in connecting the buyers with the potential
sellers through the use of technologies such as websites, emails, social media and many more.
Customers are the most important asset of the business because they are final consumers for
whom they are producing healthy products in the market. In the fashion industry the taste and
preferences of customers changes with time and this requires use of internet marketing so that
they reach more and more customers existing in the large market in a easy manner. With the help
of internet marketing the business can improve its brand reputation in the market and this results
in delivering high quality service to customers. It is important for the marketers to understand the
needs and wants of the customers so that they produce and manufacture products according to
their thoughts and opinions (Djafarova and Bowes, 2021). Internet marketing helps the company
in reaching out to the target customers easily as they offer products and services by online sites
or apps. With the increase in the fashion brands, the business can earn more profits and this
results in dealing with the business responsibilities in an effective and efficient manner. Now a
days with the influencer marketing business can attract more number of customers towards
buying the products and services of the business in a more effective way (Gazzola and et. al.,
2020). If internet marketing used in the right and productive manner, helps the business in
increasing its sales, improved brand presence in the competitive market and makes the company
brand more profitable. The role of internet marketing is defined as under:
 It increases two way communication – With the help of internet marketing, the business
can improve its two way communication that is among customers ans employees of the
company (Silva and et. al., 2019). In traditional marketing communication can only be
possible one way as the company creates a ad through television or newspaper for
promoting the products and services of the business. But with the help of internet

marketing, the business can create a two way communication in which they can interact
with the customer through social media.
 It helps company to attract quality traffic – Internet marketing helps in attracting and
driving more qualified traffic in order to reach more leads that are quite interested in the
business (Elia and et. al., 2021). Internet marketing allows marketers to target customers
by the demographic data, hobbies, spending habits or interests. Effective internet
marketing helps in reaching out to the right leads at the right and precise time.
 To increase the business visibility – These days customers do most of their work online
and this has forced businesses to switch their business products online so that they deliver
better quality of services (Wang, 2020). Internet has brings several changes in the daily
lifestyle of the customers as this results in attaining high profitability and growth in the
market. This will allows the business in expanding the visibility of the business to a
larger share in the market with a large set of population.
 To fight with the competitive market – These days people are able to purchase and
access a wide variety of goods and services from online by the help of internet. It is
important for the business organisation to cope up with the high competition in the UK
fashion industry as this is large in size (Esteban-Santos and et. al., 2018). This is only
possible when the company make proper and relevant use of the internet platform for
marketing of goods and services to the customers. Competition is high in the UK fashion
industry that is why it is essential for the company to use effective online marketing tool
that helps in attaining more and more number of customers towards the business.
 Attract more number of customers – Internet marketing is the premium source that
helps the business organisation in increasing the number of customers for purchasing
goods and services (Chetioui, Benlafqih and Lebdaoui, 2020). Customers now a days are
more active on social media and this is the best source for the company for promoting the
quality products that are delivered by the UK fashion industry. It is important for the
business organisation to understand the nature and taste of customers so that they bring
products in the market according to their preferences in order to increase profitability.

Impact of internet marketing on buying behaviour of customers towards the products of Marks
and Spencer
As per the view of Mogaji, Soetan and Kieu (2020), internet marketing impacts the
behaviour of the customers in a positive manner and this results in gaining high growth and
success in the competitive business market. From the business point of view, internet marketing
brings several benefits which includes improved experience of customers, increased awareness
of brand, and measurable return on the business investment. From the view point of customers,
online marketing helps in offering convenience to them as goods are available easily on the
online sites and also provide facility of delivering goods at their home. Consumer behaviour is
essentially the decision process and purchasing patterns of consumers. These are mainly the
people that are generally looking for products and services for their personal consumption.
Understanding the consumer behaviour is important for the business organisation because it
helps in creating products according to their tastes and preferences (El Junusi, 2020). Internet has
brought several positive changes in the marketing of products and services of the business in
which one is less cost of distribution of important information to the large audience. Internet
marketing helps in increasing the process of interaction with customers so that they increase their
level of satisfaction which results in increased profits and revenue in the competitive market. It is
an effective method that help Marks and Spencer in increasing their presence in the market so
that more and more customers know about the brand and quality products. Internet marketing is
considered to be the most cost effective technique that help marketers in reaching out to their
potential clients in an appropriate manner. Marketing influences the behaviour of customers
positively so that they create a strong presence in the UK fashion industry. It is the responsibility
of the marketers to understand what generally influences and changes the behaviour of
consumers such as top influencers, consumer buying process and effective advertising of
products (Munsch, 2021). Internet advertising is the future of UK fashion industry as this mainly
helps in developing a more precise management of marketing so that they attain large number of
customers with Marks and Spencer. There are several benefits of internet marketing on the
behaviour of consumers are defined as follows:
 It helps in keeping customers updated – The world is changing constantly as new
products, trends, needs, and issues emerge in the daily life. Internet plays a very
important role in enhancing the knowledge of customers related to the Marks and

Spencer product in an effective manner. This helps customers in seeking out information
out of the engaging content so that they purchase products according to their tastes and
preferences (Dwivedi and et. al., 2020). With the help of internet marketing, marketers
keep their audience up to date about the current and latest trends emerging in the styles or
services of the company.
 It offers quick service and convenience – The world is operating at a very fast pace and
this makes people to access information efficiently and quickly. Time is important for
everyone and with the help of internet marketing they can save their time and effort
(Szymkowiak and et. al., 2021). Customers want fast delivery of their products that they
order from the online sites and that is why it is for Marks and Spencer to choose the right
type of social media channel for product promotion and selling. Quick service keep
customers motivated and this helps the company in retaining the potential customers in
the long run for ordering of products and services.
 It helps in building effective relations with customers – With the increasing use of
internet, customers keeps them updated about the brands that exists in the competitive
market (Diez-Martin, Blanco-Gonzalez and Prado-Roman, 2019). Internet marketing
helps in building trust among the customers as they provide and deliver quality products
to customers through online selling. Internet helps in listening to the complaints if they
have regarding any product or regarding the services they they deliver to the customers.
 It provides access to products 24/7 – Traditional market shops may close at their fixed
timings, but internet marketing is open 24/7 for shopping of products of the business
organisation (TRAN, 2020). As customers now a days are busy in their daily life but
internet marketing helps them in providing options to the customers so that they deliver
high quality of service in an effective manner. This is major benefit that customers
receive in case of customers as this results in ordering products at any time and this offers
them high satisfaction.
Different types of internet marketing that helps Marks and Spencer in changing the buying
behaviour of consumers
As per the view of Cao (2021) in today's business environment internet has become the
one of the most important platforms and mediums for any type of business. It has been changes
the techniques and methods of sale and purchase. Internet is considered as the most important

source for the fashion industry to change the buying behaviour of consumers towards their
business. There are many types of internet marketing methods which is used by the company in
order to promote their products and service in internet market. It is also helpful for the company
to change the buying behaviour of customers towards their brand. Some of the internet marketing
that help fashion industry to change the buying behaviour of customers are described below:
E-mail marketing- This internet marketing is considered as the most profitable, proven
and highly regarded form of online marketing. In this method, company create an e-mail list of
their targeted customer through several methods (Alford, 2018). It help company to promote
their product and service by sending e-mail to their selected list of target customers. Fashion
industry can also use this marketing method to change the buying behaviour of customer by
sending e-mail of trending offers for their products to the customers. E-mail marketing provides
the best return on investment to the companies.
Affiliate marketing- Currently, it is a most popular internet marketing method which is
used by the company to promote their products and service in digital platforms. In this internet
marketing method, there are three main parties involved and that are owner of the product, the
affiliate marketer as well as consumer of the product (Uğur, 2020). The affiliate marketer selects
a products and then market it on the behalf of their owner. The customers purchases the products
through the affiliates links as well as on each such sale affiliate marketer received a pre-
determined as commission. The affiliate marketer also help fashion industry to change the
buying behaviour of customers for the products. They selects a trending and attractive product
from the wide range of products to market it which attract the customers and influence them to
make purchases.
Social media marketing- It has become the most important and crucial types of internet
marketing in today's time. If the company want to sell products, market services, raise awareness
for their brand or promote their blog or website, social media marketing is a great tool for use.
There are billions of people that uses social media for their several purpose. It makes an social
media marketing an excellent platform for the company to promote their products and services.
There are many advantages that fashion industry can gain while using it (Gao, 2020). It makes
companies able in order to gather their target audience at their created brand pages and get
connected with them personally. It is also helpful for the fashion industry in order to change the

buying behaviour of customers by promoting their attractive products in several social media
platforms.
Influencer marketing- It is one of the newest types of internet marketing method which
is used by the many types of businesses to promote their products and services. In this internet
marketing method, influencers are paid for promoting company's products or service in digital
platform. This internet marketing can be highly effective for the companies when the find
influencers who are in line with the company's values and resonate with their customers. There
are millions of influencers who have millions of followers in their social media page and they
like to know what their favourite influencer purchase and used. It makes people influencer
influenced to make purchases from that brand. It is also an effective method for the fashion
industry to change the buying behaviour of customers towards their products. When the
influencers promote particular product by using it then, their followers are get influenced to
purchase them.
Content marketing- Another important marketing method which is used by the
company in order to promote their products and service in online platform. In this type of
internet marketing company create and distribute relevant and valuable content in order to
communicate with customers as well as achieve their marketing goals (Ghai and Rahman,
2018). It also help fashion industry to change the buying behaviour of customers for their
products. By distributing more effective and attractive content for their products and service,
company can change the buying behaviour of customers and influenced them to make purchases.
The challenges faced by Marks and Spencer while promoting products through internet
marketing to customers
As per the view of Kartajaya, Setiawan and Kotler (2021) in today's time the most
effective ways that help company to reach their large number of target customer is internet
marketing. It help company to promote their products and service in digital platforms to attract
customers from all over the world. But it is not that easy task for the company to promote their
products and service in digital platforms. There are some challenges which had been faced by the
fashion industry while promoting their products and services by using internet marketing
methods. Some of these challenges are described below:
Making company's website dynamic- Earlier, company could get top of searches by
filling their websites with keywords in different places throughout a single webpage. But now

time has changes, it is important for the company in order to have more quality content in order
to offer for visitors. One of the effective for the company to deliver their content is to make their
website dynamic or frequently publishing new content for their viewers (Kumar, 2018). But
making website dynamic is also a challenge for the fashion industry in order to attract large
number of customers. The companies need to focus on creating new and attractive content
continuously for attracting large number of customers.
Driving relevant traffic to the website- In today's time, companies are consistently
facing a challenge in order to spread brand awareness in the correct target market. It also makes
difficulty for the company in order to drive the ideal traffic for their business website. Therefore,
it become challenge for the company in order to understand in which channel it should tap into
as well as drive relevant customers for their websites and turn them into regular customers. To
deal with this challenge effectively, company need to conduct an audit for their online activity.
They also need to identify what tactics they are opting in order to reach out to their audience
(Ampountolas, Shaw and James, 2019). It may help them to understand what method and way
they should use for driving relevant traffic for their website.
Targeting the right audience effectively- The first and most important things that a
company would do is to find out their target audience in the market. The number of internet users
are increasing day by day as well as their needs are also changing in almost every second,
targeting the right audience has become of the most challenging for the fashion industry. By
keeping in their mind what their business has to offer as well as what kind of problems they
would solve when put to use may help company in order to create their value proposition. It will
help company to identify who or what demographics would resonate with it the most when
targeted.
Lead generation by using social media- It defines as another challenge that fashion
industry faced while promoting their products and service in internet marketing. Due to
availability of different social media channels, most of the companies does not how to remain
consistent. Most of them feel is about the paid campaigns that they are supposed in order to run
for brand awareness as well as lead generation. Due to ever-increasing market competition, it
become more difficult for the fashion industry to do brand awareness and lead generations in
social media platform (Das, 2021). It is important for the businesses of fashion industry to share
behavioural data as well as interaction level with leads on social media may help their sales team

to define a customer, personalised customer journey for them that they are more likely to convert
on.
Keeping up with the changing trends- Another challenges that fashion industry faced
while promoting their products in internet marketing. From the last few years, marketing
techniques and digital market have been changed drastically. The changes are continues even
today for catering the modern-day addressable market needs. The companies need to stay up-to-
date with all these changes in order to keep up their business with the changing trends. It makes
difficulty for the fashion industry in order to stay up-to date with the trending changes that may
arise continuously in their business. The most effective way that help company to leverage with
social listening is to use tools like Hootsuite (Lee and Cho, 2020). It will help company in order
to understand what people are saying about them as well as their product or service.

RESEACH METHODOLOGY
Research methodology helps in gathering and analysing information about the research
topic in an effective manner. It is taken as one of the important chapter in the overall research
activities. Research methodology can be explained as a systematic procedure which involves
different phases, depending upon the aim and objectives of the research. The researcher will
focus on activities such as philosophies, approaches, strategies, data collection method, time
horizon and much more (Säfsten and Gustavsson, 2020). It supports the investigator to gain
reliable and valid information of the whole research through assessing the choices utilised for
assembled information. Saunders research onion model will provide a benefit by developing a
series of stages under which diverse data collection methods can be elaborated and represents the
ways by which a systematic study can be shown.
Research philosophy
It is the first stage in which researcher will get a direction to gain the information and
data about the chosen topic. It is based on different beliefs and principles through which
researcher collect and evaluate the information. There are two forms of research philosophies
such as positivism and interpretivism. The existing research activity will consider positivism
philosophy of research because it provides a systematic way to collect and analyse the
information. It is also a generalised way to gain knowledge about the chosen topic. Moreover, it
helps in gaining valuable information to the investigator regarding the influences of internet
marketing on consumer purchasing behaviour within fashion industry of UK (Bairagi and
Munot, 2019). Additionally, the reason to avoid interpretivism philosophy is that it needs depth
in collection of information.
Research approach
It is planned process that gives investigator in testing theories as well as hypothesis
effectively. It aims to focus on two different approaches that are inductive and deductive. For the
present research activity, deductive approach will be used for testing the information collected. It
usefulness is that it will test the present information rather than developing something new
information. It is cost-efficient in nature so that investigator need not to put extra expenses on
research activity. Thus, it helps investigator to know whether the hypothesis need to be approved
or disapproved for attaining the ultimate outcomes.
Research strategy

This layer provides a guidance and direction to the researcher for assembling the data
regarding perceptions or views in a great manner. It helps researcher to do the investigation
specifically so that proper and relevant information can be collected. Researcher may focus on
strategies such as case study, literature review, survey, focused group and much more. For
present investigation, the investigator will use survey as a strategy to collect the quantitative
information. Questionnaire will be provided to the respondents to gain the information (Gupta
and Gupta, 2022). Survey will be chosen because it is low in cost. Also, it supports in gathering
huge information from the respondents.
Choices of methods
This layer suggests that the researcher can choose the best option among different
research method options such as mono, mixed or multi mixed method. Mono research method
involves one research type that can be qualitative or quantitative. Mixed method involves both
qualitative and quantitative for research activity. Lastly, the multi mixed research method
involves both quantitative and qualitative with set data. For present research, the investigator will
opt mono method as the research will use only one type of research that is quantitative research.
Data collection and analysis
Data collection in any research activity plays a important role which allows investigator
to gather information from a range of sources to achieve aims and objective of research. There
are two kinds of methods for collecting information such as primary and secondary. Primary data
collection method is based on collecting data which is first hand and delivers accurate
information. On the other hand, secondary information is based on the information which is
already occurred and collected by someone else. For the current research method, the researcher
will focus on both primary and secondary data collection methods. Data analysis is used as a
technique that support investigator to evaluate the data. Frequency distribution, thematic etc. are
some data analysis instruments. For the current research, frequency distribution table will be
used by investigator to measure and analyse the information.
Time horizon
This layer consists of two types of time horizon that is longitudinal and cross-sectional.
For the current research work, the researcher will focus on cross-sectional time horizon for the

research as it is helps in collecting data in one single go. It also consumes less time and amount
to finish the research activity.
Sampling
This element involves samples taken from the population either through probability
method or non-probability method of sampling. Probability method will be used by researcher in
which random sampling method is utilised for choosing the respondents (Thomas, 2021). It
involves fair possibilities and balance to collect the information. 30 will be the sample size for
the current investigation.
Ethical consideration
It is suggested that the research activity should be conducted in an ethical way that does
not harm the society or people connected to the research activity. In the following research, the
investigator needs to follow ethics so that sentiments and emotions of people does not get hurt.
Ethics is taken as a significant element for the research activity to collect information
systematically. For the current research, some of the ethics and values that need to be followed
such as voluntarily participation, informed consent, not harming people, transparency, honesty
openness, confidentially and many more.
Reliability and validity
In any research, it is very much important to collect valid information because reliability
and validity of research will help in study. The investigator will utilise only such information
which are reliable in sense of sources or copyright. In the current research work Data Protection
Act will be followed and researcher will keep the information secure and safe for the future
purpose. They will maintain the confidentiality of the information (Knottnerus and Tugwell,
2018).
Research limitations
The following are some limitations of research:
 Expensive: The current research is taken as expensive as it involves the cost of stationary
for preparing list of questions.
 Time consuming: The research also consumes time as it requires investigator to wait for
the participants to fill the data and after such long the investigator required to examine
the information and show the reliable data in the research.

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