Impact of Digital Marketing on Customer Behaviour in New Look, UK

This research project aims to critically evaluate the impact of digital marketing on customer behaviour in New Look, UK. It includes objectives such as understanding the concept of digital marketing and consumer behaviour, determining the factors affecting customer behaviour, evaluating the relationship between digital marketing and consumer behaviour of New Look, and suggesting appropriate methods to improve digital marketing for influencing customer behaviour. The research methodology includes positivism research philosophy, descriptive research design, inductive research approach, primary and secondary data collection, questionnaire as a primary data instrument, journals, books, etc. as a secondary data instrument, random number sampling, and thematic analysis as a research technique. The data analysis includes themes such as online purchasing of products of New Look by customers, the reason behind shopping online products of New Look, influence of digital-marketing techniques on customers, satisfaction of customers towards digital-marketing techniques used by New Look, factors affecting consumer behaviour while online purchasing, and issues faced by customers while accessing digital-marketing techniques of New Look. The references include Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behaviour. Pearson Higher Education AU. Stone, M., 2012. Reflections on a life in database marketing. Journal of Database Marketing & Customer Strategy Management, 19(4), pp.214-218. New Look. 2016.

Research project on impact of digital marketing on
customer behaviour in New Look, UK

Research Outline
Aim:
“To critically evaluate the impact of digital marketing on customer
behaviour in New Look, UK.”
Objectives:
To understand concept of digital marketing and consumer behaviour.
To determine the factors which affects customer behaviour.
To evaluate the relationship between digital marketing and consumer
behaviour of New Look.
To suggest appropriate methods to improve digital marketing for
influencing customer behaviour.

Research Methodology
 Research Philosophy: Positivism
 Research Design: Descriptive
 Research Approach: Inductive
 Data Collection: Primary and Secondary
 Primary Data Instrument: Questionnaire
 Secondary Data Instrument: Journals, Books,
etc.
 Sampling: Random number sampling
 Research Technique: Thematic Analysis

Data Analysis
Theme 1: Online Purchasing of products of New Look by customers
Analysis: Customers are attracted towards the product of New Look
and due to this they purchase them often
Daily Weekly Monthly Within every 2 months
0
2
4
6
8
10
12
14
16
Online purchasing of products of New Look by customers
Frequency

Theme 2: Reason behind shopping online products of New Look
Analysis: Consumers purchase products due to the special offers,
good product reviews and to save their time.
Special Offers
Save Time
Product Review
Do not like to go New Look store
0
2
4
6
8
10
12
14
16
Reason behind shopping online products of New Look
Frequency

Theme 3: Influence of digital-marketing techniques on customers
Analysis: Customers are influenced by the mobile application and social
media marketing of the New Look but firm needs to improve the online
advertising and search engine optimization technique.
Mobile Application
Social-media-marketing
Online Advertising
Search Engine Optimization (Seo)
0
2
4
6
8
10
12
14
16
18
Influence of digital-marketing technique on customers
Frequency

Theme 4: Satisfaction of customers towards digital-marketing techniques
used by New Look
Analysis: Large number of customers are satisfied with the digital
marketing techniques of the New Look. For remaining ones, firm need to
use innovative and creative ways.
Yes No
0
5
10
15
20
25
30
35
Satisfaction of customers towards digital marketing techniques used
by New Look
Frequency

Theme 5: Factors affecting consumer behaviour while online purchasing
Analysis: New Look needs to focus on the cultural, social and psychological
factors of the customers.
Cultural Factors Psychological Factors Social Factors Personal Factors
0
2
4
6
8
10
12
14
Factors affecting consumer behaviour while online purchasing
Frequency

Theme 6: Issues faced by customers while accessing digital-marketing
techniques of New Look
Analysis: New Look needs to improve the issues faced by the customers
while using digital marketing techniques.
Lack of proper information
Lack of Security
Unrealistic and fake information
Delivery of products in bad condition
0
2
4
6
8
10
12
14
issues faced by customers while accessing digital marketing techniques of New Look
Frequency

References
Solomon, M., Russell-Bennett, R. and Previte, J.,
2012. Consumer behaviour. Pearson Higher
Education AU.
Stone, M., 2012. Reflections on a life in database
marketing. Journal of Database Marketing &
Customer Strategy Management, 19(4), pp.214-218.
New Look. 2016. [Online]. Available Throug:
<http://www.newlook.com/>. [Accessed on 15th
Feburary 2016]