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

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

Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................3
Background of the research topic................................................................................................3
Background of the organisation..................................................................................................3
Problem statement.......................................................................................................................4
Research aim...............................................................................................................................4
Research objectives.....................................................................................................................4
Research questions......................................................................................................................4
Research rationale.......................................................................................................................5
REFERENCES................................................................................................................................6

CHAPTER 1: INTRODUCTION
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.
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