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.
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