The Role of Internet Marketing in Influencing Customer Behavior in UK Fashion Retail

Research papers
and Secondary
data

Table of Contents
Title of the Project...........................................................................................................................1
Chapter One: Introduction...............................................................................................................1
Overview of the Research......................................................................................................1
Rationale of the Research.......................................................................................................2
Research Aim.........................................................................................................................2
Research Objectives...............................................................................................................2
Research Questions................................................................................................................3
Chapter Structure....................................................................................................................3
Chapter Two: Literature Review.....................................................................................................4
Chapter Three: Research Methodology...........................................................................................6
Chapter Four: Data Analysis and Findings......................................................................................8
Chapter Five: Conclusion and Recommendation..........................................................................11
Conclusion............................................................................................................................11
Recommendation..................................................................................................................12
References......................................................................................................................................13
Appendix........................................................................................................................................15
Secondary Data collection Only...........................................................................................15

Title of the Project
The role of internet marketing over influencing the behaviour of customers within UK
fashion retail.
Chapter One: Introduction
Overview of the Research
The study into consideration is based on evaluating the role of internet marketing over
affecting the behaviour of customers within the UK fashion retain, therefore, with the increasing
digital growth that has been taken through the globe, traditional aspects of marketing has
fabricated through an effective mode of digitalisation which brings the entire globe to the buyer’s
doorsteps within one single click (Nash, 2019). The developing penetration nature of the internet
and the assorted growing digital networks, devices has made buyers more informative and
knowledgeable in relation to the value they expected to return to the cost they are incurred in a
product or service. Internet marketing has transform the way of conducting business as
organisations in the more era are implementing internet market as their strategic tool to attract
customers and also affecting the buying behaviour of the buyers. In this present study, analysis
has been executing over the UK fashion retail, which is effectively contributing in the financial
expansion of the country. However, Marks and Spencer is the chosen business for this analysis
(Wu and et. al., 2015). It is a major British multinational retailer that has its base office is in
London, England. The organisation was founded in the year of 1884 through the collaborative
efforts of Michael Marks and Thomas Spencer (Marks & Spencer, 2021). The company has its
specialisation in selling clothing, home products and food products, mostly of its own label. This
is the well known fashion retail which is its presence within the entire world, and is concern over
using internet marketing tool to increasing the customers based and also finding opportunity
within market. Retail giant Marks & Spencer is number 3 within the Top 10 biggest fashion
businesses in the UK. It is currently valued around 7 billion pounds and has annual sales of
around10.3 billion pounds. On the other hand, its UK food division is ever expanding, Marks and
Spencer’s fashion and UK general merchandise sales have been declining in the past years (UK
fashion industry statistics, 2021). The UK still accounts for 89 percent of the total sales, although
its international presence is developing, mainly in food. Because of the declining fashion and
general merchandise sale Marks and Spencer is facing a continuous downfall in market value.
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The existing study has executed encompasses over the secondary information sources likewise
published articles, journals, books, magazines, e-blogs and the syndicated investigation article
and the conceptual evaluation has been executing via the immense number of theories, concepts
and models in marketing (Kautish and Sharma, 2018).
Rationale of the Research
The key rationale behind executing the analysis over the aspect of analysing the investigate
the role of internet marketing over influencing the behaviour of customers within UK fashion
retail, is that, internet marketing is the most concern aspect in today’s business era as it provides
benefits for the business in terms of increasing the customers base, developing revenue,
profitability and also create challenges for the business in terms of influencing buyers behaviour,
false followers, high saturation rate and so on. The present analysis is effective in providing
detailed analysis to enhance individual skills in relation to the chosen subject area. In addition to
this, the study is also creating value for the business in effectively eliminating the role of internet
marketing in influencing consumer’s behaviour. Another goal of executing this examination is
the individual premium of the analyst as the specialist needs to investigate own thought and
acknowledgment comparable to the picked subject (Parker and Wenyu, 2019). The enhances
personal and professionals will aid value for the investigator in gaining effective academic
record and also attaining future benefits within the career path.
Research Aim
The key aim of the research is To investigate the role of internet marketing over influencing
the behaviour of customers within UK fashion retail. A study on Marks and Spencer.
Research Objectives
The key objectives of the research are associated as below:
 To understand the concept of internet market and its role in the context to fashion business.
 To study the impact of internet marketing over influencing the behaviour of customers
within Marks and Spencer.
 To identify the challenges faces by the business due to the internet market.
 To determine the ways that can be opt by Marks and Spencer to mitigate the issue of internet
marketing and attaining competitive opportunity within market.
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Research Questions
The effective research questions, that are widely encompasses over the aim and objectives of
the research are associated as below:
 What is the concept of internet market and its role in the context to fashion business?
 What is the impact of internet marketing over influencing the behaviour of customers within
Marks and Spencer?
 What key challenges are faces by the business due to the internet marketing and the
behaviour of customers?
 What are the ways that can be opt by Marks and Spencer to mitigate the issue of internet
marketing and attaining competitive opportunity within market?
Chapter Structure
This section provides outline specification about the study chapters that are specifically
cover in the study to reaching at suitable results.
Chapter 1: Introduction: This is the primary section of the study, which provides suitable
overview about the study area, aim, objectives and the questions over which are analysis is
based.
Chapter 2: Literature Review: This section provides comprehension summary to improving
hypothetical comprehension comparable to a predetermined subject, accordingly, in this segment
data amassing is based over auxiliary sources like books, diaries, articles, etc.
Chapter 3: Research Methodology: This section is relay over selecting the right sources like
research philosophy, choice, data collection tools, validity and reliability aspects to aid the study
in right manner (Parker and Wang, 2016).
Chapter 4: Data Analysis and Findings: This aspect of study is also effective in analysing the
data in suitable manner via implementing the thematic analysis approach, which helps in
providing suitable in-depth evaluation about the study area.
Chapter 5: Conclusion and Recommendation: This is the last chapter of study, where
conclusion has been drawn over the findings of the research and recommendations are provides
to making significant alteration in the business processes (Ramanathan, Subramanian and
Parrott, 2017).
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Chapter Two: Literature Review
Literature review defined to the comprehensive summary to previous research over a
specified investigation area. It is an effective written impression of the main writings and some
of the other sources on the selected area. It provides suitable analysis, summary and evaluation
of the each source to develop in-depth understanding (Bonetti, Warnaby and Quinn, 2018). This
part of research has been conducted via applying secondary sources for an instance books,
journals, articles and internet sources. In the case of this present investigation work, based on the
aspect of analyzing the role of internet marketing over influencing the behaviour of customers
within UK fashion retail, literature review has been executing to enhancing theoretical
understanding via accumulating suitable information.
The concept of internet market and its role in the context to fashion business.
According to the view of Ward (2021), internet marketing is an effective inclusive aspect
for marketing products or the services online. This involves a wide range of tools and platforms
for communicating through the buyers likewise as website, email, social media tools and online
advertising. In addition to this, internet marketing characterized to the vital carried out to
showcase items and administrations on the web or through other computerized viewpoints. These
can include an assortment of online stage, apparatuses or the substance conveyance frameworks.
Web showcasing, likewise named to a web promoting, internet based advertising, or e-
advertising is the showcasing of the things and administrations over the web. As per the
perspectives on Evangeline (2017), inside the quickly growing and truly moving computerized
time wherein the whole world is living, the job of web advertising inside current showcasing is
not, at this point a minor angle. Notwithstanding, the web showcasing is fundamental part of the
achievement of any business.. Therefore, internet marketing performs different role in business
like managing expenditure, cost, increasing customers base, effective market reach, developing
brand image, enhancing social recognition, developing customers trust, developing the visibility
of business, enables more detailed market research and so on (Hall, Towers and Shaw, 2017).
Thus, for these significant reasons business industries are widely concern over implementing
internet marketing to developing the operational ability of the business. fashion has consistently
been the enormous business in the UK, hence, the UK style industry is worth of £26 billion and
around 800,000 positions to the financial development. In this manner, making it the UK's
biggest inventive industry. Material and design sends out alone are assessed to be worth over
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