Customer Perspective on Innovative Marketing Platforms

This research project investigates the customer perspective on innovative marketing platforms, with a case study of Lidl Stores (UK). It explores the effectiveness of marketing platforms in increasing sales and improving the shopping experience. The study uses quantitative research methods and both primary and secondary data collection. The findings suggest that online marketing platforms have a positive impact on sales and customer satisfaction. The research aims to provide useful insights for companies in the retail sector.

RESEARCH PROJECT
An investigation of customer perspective on innovative technological marketing platforms.
Case study of Lidl Stores (UK)

Abstract
Marketing platforms are used by the companies in order to promote the business/products at further level. In the same way,
current study is also based upon use of innovative marketing platform in which customer's opinion is also preferred. The entire study
is based upon quantitative research type in which effective methods has been selected that assist to conduct the research in appropriate
manner. Also, both primary and secondary data collection methods are used in this study that assist to generate valid results. In
addition to this, through literature review, scholar generate understanding about different marketing platforms used by the company
and its effectiveness with respect to increase the sales of a business. Apart from this, through data analysis section, it is reflected that
online marketing platform do affect the sales of a business and it also improves the shopping experience of a business as well. Overall,
the study examined that such platforms provide useful information on customer's perspective along with growing application of
technology.
Keywords:
 Customer perspective
 Search Engine Optimization (SEO)
 Pay per click (PPC)

Acknowledgement
I would like to thank University and my Professor who offer me this opportunity to conduct study on this topic.
I would also like to thank my teachers who always ready to guide me and assist to reach the defined aim as well.
Next, I also share my gratitude to my parents who support me economically and non-economically because without them, I cannot
complete this dissertation.
Last but not the least, I would like to thank my friends who are always ready to support me and conduct the study in precise manner.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................6
1.1 Background...........................................................................................................................6
1.2 Aims, Objectives and research Questions.............................................................................6
1.3 Rationale...............................................................................................................................7
1.4 Scope of the study.................................................................................................................7
1.5 Structure of the dissertation..................................................................................................8
CHAPTER 2: LITERATURE REVIEW.......................................................................................10
2.1 Introduction.........................................................................................................................10
2.2. Customers Opinion on Creative Marketing Platforms.......................................................10
2.2 Effectiveness of marketing platform...................................................................................12
2.3 Impact of marketing platforms upon sales of a company...................................................15
2.4 Conclusion..........................................................................................................................16
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................18
3.1 Introduction.........................................................................................................................18
3.2 Research type......................................................................................................................18
3.3 Research Approach.............................................................................................................18
3.4 Research philosophy...........................................................................................................19
3.5 Data collection....................................................................................................................20
3.6 Data analysis.......................................................................................................................21
3.7 Sampling.............................................................................................................................21

3.8 Ethical considerations.........................................................................................................22
3.9 Limitation............................................................................................................................22
3.10 Reliability and validity......................................................................................................23
3.11 Conclusion........................................................................................................................23
CHAPTER 4: DATA ANALYSIS AND DISCUSSION..............................................................24
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................48
5.1 General Conclusion.............................................................................................................48
5.2 Recommendations...............................................................................................................49
REFERENCES..............................................................................................................................51
Appendix........................................................................................................................................54
Questionnaire............................................................................................................................54

CHAPTER 1: INTRODUCTION
1.1 Background
In the era of competition, every company uses effective marketing and promotional tools in order to improve the shopping
experience of customers. Thus, most of the business are focused upon innovative marketing platform which in turn helps to grab
attention of many customers towards it. Grizane and Jurgelane (2017) stated that marketing innovation is all about implement new
idea or strategy which is completely differed from old one that assist to increase the sales of a business. In the same way, current study
is also helping to understand the customers opinions in regard to effective use of marketing platforms within business. Also, with the
help of such strategies, target audience can be reached in cost-effective and measurable way which in turn helps to improve the brand
loyalty and driving the online sales as well.
The study is based upon Lidl which is deal at retail firm and offer range of products to their customers with an aim to meet the
demand of customers. Currently the firm is operating over 10 thousand stores across the Europe and this is reflected that the firm has a
brand image at international level. Thus, by using the quantitative study, scholar will also try to investigate the customer’s opinion
about specific innovation marketing platform which in turn help a business to sustain the brand image at international level.
1.2 Aims, Objectives and research Questions
The aims of this research, therefore, are.
 To investigate customers’ opinions about innovative marketing platforms.
 Also, this research (although will be about customers pooled from the public who have shopped in Lidl store), it aims to
provide useful information on customer perspectives on the growing application of technology to improve the shopping
experience.

Objective:
1. To evaluate the perception of customers about marketing platforms
2. To assess the effectiveness of the marketing platform
3. To compare the effect of a marketing platform with the effect of sales in retail
Research questions:
1. What impact has the pandemic on customer’s perspectives about online marketing platforms?
2. What is the impact of estimation effectiveness of marketing platform and technology in retail?
3. What are the results of sales using marketing platforms and technology in retail?
1.3 Rationale
The reason for choosing this specific topic is such that in the competitive era, marketing play an important role in the success
of a business. As the competition is quite high in the market and that is why, companies are trying to attract users towards it by
offering range of innovative products along with marketing tool. Like, customer present their negative reviews upon social media
marketing platform which in turn affect the purchasing of other ones. That is why, by study on this particular topic, scholar is able to
present which marketing platform is better for companies. In addition to this, with the help of thematic analysis, investigator also
define ways through which an organization uses the best marketing tools to promote their products in innovative manner.
Apart from this, scholar also have their own interest to conduct the study on this topic because it helps to enhance their
knowledge and skills which can be used in their near future. Further, it is also analysed that research on marketing platforms and its
impact upon customer behaviour will assist scholar to provide an opportunity to raise their current skills so that it will helps to meet
the defined aim.
1.4 Scope of the study
The present study will be beneficial for different companies who are working in retail sector and this in turn helps to examine
different innovative marketing platform that assist to meet the range of customers towards it. With the help of present research,

different investigator also used the material as a secondary research in order to understand the concept of innovative marketing
platform. Thus, it will assist the readers to examine the trend or opinion of customers with regard to shopping experience and analyse
different ways through which the firm sustain the brand image at international market.
1.5 Structure of the dissertation
Chapter 1: Introduction
First chapter of dissertation which provides background related to topic, aim and objectives on which the study will be
conducted. Further, the section also elaborates the reason for choosing the specific topic, along with scope of research.
Chapter 2: Literature Review
Another chapter that is completely relied upon secondary research in which different sources are considered such as books,
scholarly articles and online websites. In this section, themes are designed by considering defined objectives in which scholar
supported the same through author's point of view.
Chapter 3: Research methodology
Third chapter in which scholar describes the ways through which the information will be collected in order to conduct the
entire research in precise manner. In this section, investigator considered all the important element of research methodologies such
that research approach, type, data collection methods, data analysis and sampling.
Chapter 4: Data analysis and discussion
Current section is based upon primary research in which scholar interprets the respondent's point of view in presentable
manner. Such that different graphs and tables are used in order to reflect the participant's choice. This is further supported by
secondary research that helps to exhibit conclusion pertaining to customer's views related to innovative marketing platform.
Chapter 5: Conclusion and recommendations

Final chapter of dissertation which summarized the entire chapter and define whether the defined aim and objectives are met or
not. With the help of this section, scholar is able to answer the research questions and then suggest different ways to Lidl through
which it uses the best marketing platform in order to increase its sales.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is a scholarly paper that helps to critically analyse about relevant topic. In this scholar uses range of sources
such that books, article, online platform and journals in order to identify the customer opinion with regard to innovative marketing
platform. Also, with the help of author's point of view, scholar is able to collect information pertaining to research objectives.
Therefore, the present section will evaluate the perception of customers about marketing platforms by using relevant models and
theory. Further, the section also determines the effectiveness of the marketing platform which are used by the companies operating in
retail industry. Lastly, chapter compare the effectiveness of different tools used by the company in order to promote the products with
regard to sales of a business.
2.2. Customers Opinion on Creative Marketing Platforms
According to the view of Upadhya and Shusterman, (2019) Marketing platform refers to the platform where organization want
to engage with customers. With the respect to this it provides way of organizing experience of consumers with different channels and
application with common aim of customers involvement. Marketing platform is used by many companies in different methods. This
technique like publishing advertisement on newspaper, distributing templates, digital platforms like social media and email marketing
etc. which is making firm to be in position to take gain of maximum profit. On the other side Giunta, (2020) argued that Marketing
platforms increase cost of organization. Spending money on this channel can make company to lose a share of its profit margin. That
is why, most of the companies do not spend high amount because It might affect the financial performance of the company in opposite
manner. However, it is the only way that helps a business to promote the business towards further level and let other knows about new
offering which in turns assists to generate revenue sources as well.
With the views of Cheng, Lam and Chiu, (2020) Customer opinion on innovative marketing platform is beneficial for them. As
it helps the consumers to take services in convenient method and it keeps them aware of current trend, gives personalized services,

availability of huge variety. With respect to these consumers are able to compare products and services with other marketing
platforms. Platforms give the consumers availability of whole information about commodity and services for decision-making. Liu
and et.al., (2020) criticized that Customers get fall expectation of goods through this platform. Many times, consumers get confused
because of competition prevailing in market among firms. Marketing has reached that level where customers are getting interrupted in
each activity. Social media marketing, email marketing disturbs customer while using devices that irritates them and tend to avoid
those products and services.
According to Li and et.al., (2020) platforms of marketing help company to choose its targeted mass. With respect to this it also
provides company to platform through which it can be connected with customers. Which increases chance of company to share its
accurate information regarding new products and services. Sheiner and Lahav, (2020) stated that Platforms of marketing decreases
customer’s excitement of product. When they get information of launching new service or device through applications and channels of
marketing. Which tend to decrease sale of goods and services. And rises cost of company. On the others side Yahia, Al-Neama and
Kerbache, (2018) mentioned that company can measure its performance and improvement areas with help of these platforms. New
strategies can be made to improve customer’s satisfaction. With less cost and fewer efforts with resource of this. For example- Lidl
store uses Marketing platform that enables it to reach wide area of market and being able to be in position to get connected with
customers. It helps the company to share information regarding its discount and offers that firm willing to give in festival time. It also
enhances its brand image through digital marketing. So, using this can be beneficial for Lidl store.
Cheung, Pires and Rosenberger (2020) refer that company can face legal issues, environmental challenges. Low customer
response on marketing can decrease confidence of organization. It can lead to bad image of company when low reaction is received,
and it may decline its goodwill in marketing, so selection of suitable marketing platform is important to cover targeted audience.
Availability of several platforms can make confuse to firm. Ibrahim, Aljarah and Ababneh, (2020) criticized that choosing suitable
platform for marketing with the reference of targeted audience is very easy. In market huge options are accessible that assist
organization to choose good channel to increase its profit and decrease its cost.

Sanober and et.al., (2018) stated that there are range of marketing platforms available that helps company to increase the
overall brand image in which review in search ads is considered one of the most effective tool that helps the customers to increase the
loyalty. This is also considering one of the most creative marketing platform in which company is boosting their engagement. Apart
from this, Grizane and Jurgelane (2017) stated that customer’s voices on social media channels is another attractive platform that
engage customer towards it. Therefore, it can be stated that sharing a third party validation on social media also assists firm to increase
the company’s credibility and also boost their engagement so that they share a good relationship with customers for a long term.
Therefore, it is clearly reflected that with the help of effective tools or platforms, companies like Lidl and Aldi occupy their brand
image and attract new customers towards it as well.
2.2 Effectiveness of marketing platform
There are several platforms available for the intention of marketing that are easy adaptable and less expensive. Social Media
marketing is one of the best platforms in currents scenario. This is particularly because of customers most likely engagement platform.
With the help of this platform conveying message among consumers it becomes convenient method. Therefore, marketing
effectiveness is also measured by how well a company’s marketing strategies assists firm to increase its revenue while decreases its
cost of a customer acquisition. It is also realized that with the help of effective marketing strategies, company is able to win its
business and raise the brand image at global level. So, every country needs to measure their overall performance which in turn leads
to identify its own strength and weakness. Social media marketing can be used by all scale of companies as it encourages the sales
with low monetary value. On different side Zhang and Du, (2020) said that in competitive world using common platform like social
media is not a good option. Trying to find out methods of direct marketing like email marketing that can directly influence the
audience. It can make the perception of consumer of useless product when they seem to appear again and again. This results in
ignorance of product and service.

According to Chawla and Chodak, (2020) the biggest advantage Social media marketing is It enables the company to top on
search engines. It helps firm to get more traffic that more than require traffic that can lead tos success to company. Benefit of this
platform is to make company able to aware its customer segment more involved and show interest in products. With the reference to
social media organization can provide enough level of customer satisfaction. In the contrast Cheng, Lam and Chiu, (2020) said that
Search Engine Optimization (SEO) and Email Marketing (EM) are better platform are good as this enables the company to do
marketing of commoditize and services in straightforward way it inspires the consumer to made-to-order. In order to these platforms
the consumers become aware of that company provides them customized services as they have already recognized need of customers
before contacting to targeted customer (7 types of Marketing platform, 2021). SEO Helps company to be rank on top on searching
multiplatform that increases confidence of buyers as it become symbol of good quality product when they are ranked first that
increases effectiveness of firm. In addition to this, it also helps to site assessment and take the website to the top-level as well.
However, it assists the firm to get more clicks and increase he web traffic so that it makes the brand differentiate from others.
According to Sharma and Verma (2020) customers in modern area have become habitual of comparing things. With respect to
marketing platform, in competitive world where huge options are available to enhance the customers' satisfaction. Every organization
is performing marketing activity for their services and goods. With the purpose of this it is motive of this organization to show that
they have ability to give maximum satisfaction to customers. And want to achieve loyalty of audience with gaining trust. The
underlying statement is that companies using effective marketing platform become capable of getting success. For example, the
company mentioned in report Lidl store uses effective marketing platform so that it can serve great competition in retail industry. It
can give information regarding services and products that it offers to customers. Aim of using social media marketing is that
customers of current era are busy and do not have much time to visit store and search for products. In online applications and
channels, it gets on simple for such audience to place an order of their requirement as it will deliver the same at their address with
fewer efforts and less time. Using such platform have become necessity to survive in market.

According to Solodka and Liashenko, (2020) SEO can be improved by considering important factors. Elements like using
proper keywords that can be mostly searched by people searching for your products. Selecting common keyword can help company to
be on top. It can be improved by clarifying information that can be useful for companies. Pay per click is also way of advertising that's
success is also based on keywords. It also serves the option of negative keyword that reduces and saves the firm's cost of marketing.
This plat form has become most likely stage of shopping. So, investing in it a give good ROI to success seeking organization. With
contrast to Lu and Du, (2020) SEO have disadvantage of being notice more than targeted people. As it will make the competitors
curious to notice the elements that are reason of success. It will spoil strategies of firm of covering big marketing share. With purpose
of SEO, the person willing to use need required skills that assist them to use platform in adequate manner. For Example, Lidl store
have supermarket chain that is spread in several countries. So, using SEO marketing would be beneficial for it. As it will make the
image of chain of supermarket better. With help of SEO, it can rank on top in those countries search engines also where it has
established newly, and people of this nation are not aware of brand.
Taylor and Bicak, (2020) depicted that Paid media marketing (PMM) is way of marketing in which business prefer to pay for
promotion of their brand. This platform can be used by every type of organization. It is more successful compared to other type of
marketing platform. It pays more focus on those companies who use paid media marketing as it is more creative and precise. In
contradicting manner Danaher and et.al., (2020) it becomes more expensive for small business and start-ups to execute as it incurs
more time and cost which may not be affordable for these firms. Using free platform can be effective for such organization that can
also provide them advantages without paying. Managing and setting strategies or campaigns to achieve effectiveness become difficult
for organization through this mode of marketing. Creating good content through this mode is time-consuming. By referring to the
views of Hoeck and Spann, (2020) paid media marketing gives numerous options like display and retargeting that can be useful for
firm. These options help the organization to appear on right time on customer’s screen. Retargeting refers to catching those customers
from the level where they have left the page which impact on consumers' perception in positive way. Display advertising reminds

consumers their particular searching which they have left without ordering, it works very effectively to influence customers opinion to
buy.
Therefore, it is reflected that there are many platforms used in retail industry in order to improve the brand image of a
company. Further, through effective methods, company is able to grab attention of many customers towards it which also cause
positive impact upon the financial performance of a business. On the other side, due to wrong usage, company might also spoil its
brand image and also decrease the customer bas too. Therefore, it is essential for the company to invest upon such marketing
platforms that takes a business at further level of success.
2.3 Impact of marketing platforms upon sales of a company
Marketing platforms helps to interact with customers and at the same time, it may also lead to decrease the level of customers
base as well. Grizane and Jurgelane (2017) presented their views that platform like social media has change the entire world. As it is
relatively cost-effective strategy and that is why, used by most of the companies in order to increase brand awareness and sales. With
the help of such marketing tool, website traffic is increases and also improve the ranking in search engines which positive affect the
sales of a company. On the other side Anderson, Chandy and Zia (2018) critically analysed that through bad publicity in the platform,
the financial performance of a company is negatively affected. For example, one of the customers of Lidl posted negative review upon
Facebook and this in turn affected other 4 people who want to purchase the same products as a result, they shift towards another
brand. This is clearly reflected that it has creates negative impact upon business performance.
According to Wang and Kim (2017) SEO is another platform through which companies are promoting their products and this
also helps to gain leads which directly improve the sales performance of a business. Through such practice, organizations provide a
complete detail of a specific products and this in turn helps to attract range of customers towards it. Hence, it directly affected the
sales of a company in positive manner. On the other side, Pagani and Pardo (2017) argued that if a firm uses SEO, then they cannot
stop because it affects the sales of a business in negative manner, as leads are generated through this platform. That is why, the biggest
drawback of using such strategy is company immediately loses its customer that affect the overall performance in negative manner.

The same applied with email-marketing, in which the biggest issues are related to its designed. Also, most of the times, commercial
email irritates the customers and as a result, they make negative brand image in their minds that somehow creates wrong impression
upon customers mindsets. That is why, while selecting such marketing platform, it is necessary for an organization to analyse their
positive negative impact upon the business.
So, it is reflected that by using effective marketing platforms, firms are trying to stay ahead in the competition. Also, by
analysing the need of customers and offering the same product in market will also assist to sustain the brand image of a firm at global
level. Sanober and et.al., (2018) depicts in their study that by using the pay per click as an advertising method will help the company
to creates its unique positioning at market from other rivals. Therefore, it also assists to choose the audience as per the demographic
information. Whereas Husnain and Toor (2017) share other views that using PPC as a marketing platform is not as simple as other
methods are. Such that if clients do not visit the links then it does not help to increase the sales. That is why, it is clearly reflected that
it sometimes this marketing tool is also affected the financial performance in negative manner. Therefore, it is necessary for retail
industry to select the best marketing tools in order to promote the business products because it causes both positive and negative
impact upon the sales performance of a business (Impact of marketing upon business, 2021). For example, Lidl may use social media
platforms in which Facebook, Twitter helps to attract the range of customers in order to improve the sales and overall brand image at
global level.
2.4 Conclusion
By summing up above section, it has been concluded that customers have both positive and negative impact upon the
marketing platform. As it is summarized from different author's point of view that through effective marketing strategy, consumers
come to know about different products offered by the company, whereas negative reviews upon such platform may also lead to
decrease the performance level. Section also concluded that there is different platform used by the company’s such that Social media
marketing, SEO, EM and pay per click which also has their positive and negative impacts. Like, it decreases the sales of a company if

customers continuously posted negative reviews, on the other side, it assists to sustain the brand image of a firm by offering good
discount schemes.

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology (RM) involves studying the methods which are used to specific area. It also assists to develop an
approach which matches the define objectives. Hence, methods are the specific tools and procedures which scholar used to collect and
analyse the data. In the same way, there are many tools specified under this section which directly helps to meet the defined aim of a
dissertation. Such that research type, approach, philosophy, data collection methods, sampling, analysis and ethical consideration etc.
3.2 Research type
Research is of three types which can be used by the scholar such that qualitative which is deals with non-numeric figures that
helps to understand and identify the opinion of selected respondents (Basias and Pollalis, 2018). Another type is quantitative which is
relied upon numerical data that assist to examine the pattern and relationship between some variables. Third type is mixed which is
actually a mixture of both qualitative and quantitative study. With the help of such type, scholar is able to meet the defined aim and
answer the research questions as well.
From all the types, I choose quantitative study because it uses statistics in order to generalize the findings and assist to test the
hypothesis as well. Whereas, qualitative study only relied upon theories and as per the chosen topic, quantitative study is preferred
over other. Also, in this different tools will be used that provide authentic results as compared to qualitative. That is why, with the help
of such type the defined aim and objectives of a study are met and also understand the customer opinion with regard to innovative
marketing platform.
3.3 Research Approach
It is the plan and procedure of a research which consist of different steps from broad assumption to detailed method of data
collection and analysis. This in turn helps to make decisions which in turn assist to examine the overall approach (Apuke, 2017).
There are three types of research approach such that inductive which does not involve any formulation of hypothesis and based upon

qualitative study. Also, this type of approach is relied upon the observation and further helps to analyse qualitative study through
which analysis is likely to be directed by a specific evaluation objective. Next is deductive approach which is based upon hypothesis
and determine the relationship between some variables. Further, it also increases the possibility to measure the concepts quantitatively
and also generalize he research findings to a certain extent. Last is Abductive which is designed in order to meet the weakness of both
approaches. With the help of this method, scholar is able to use their logical reasoning in order to introduce the new ideas and this in
turn helps them to attained the defined aim as well.
Therefore, from all the approaches, I choose deductive research approach in which different hypothesis is designed which in
turn helps to examine the correlation between variable i.e., customer opinion is affected by using different marketing platform. As this
approach is relied upon quantitative type and that is why, it is far better suited than other methods. Moreover, with the help of such
method, I also measure the concepts quantitatively and generalize the research findings to a certain extent. Also, this assists me to
conduct the research in more accurate and precise manner. Along with this, different tools like regression will also be applied in order
to meet the defined aim and examine the relationship between tow variables effectually.
3.4 Research philosophy
Research philosophy is a notion in which information about the phenomenon is gathered, identified, and applied. Through this,
scholar is able to answer the research questions and raise own capability (Fryer, Larson-Hall and Stewart, 2018). There are four
different types of philosophies such that Positivism which is based upon factual data that provide correct decision. This is also based
upon quantitative study in which all the variables are quantifiable in order to interpret the result. Another is pragmatism that provides
different ways to interpret the world which in turn provide correct picture as well. This leads to research inquiry and also seeks to
better understanding and this in turn helps to solve the problem as well. Next is interpretivism which define different ways of
interpreting the views. This is further based upon the qualitative study in which all the non- numerical data are used in order to
generate the valid results. Last is realism, which is completely relied upon the idea of independence of reality from a human mind.

Moreover, it directly portrays the world through human perception and it is also based upon the scientific approach in order to develop
knowledge pertaining to chosen topic.
Among all, I used Positivism as a research philosophy in order to generate the best results, as it is depending upon the
quantitative research only. Moreover, through this strategy, scholar is able to identify the customer opinion pertaining to innovative
marketing platform. This in turn assist to answer the research questions and conduct the study in more precise manner. Furthermore, it
also helps to provide reliable data because information will be derived by applying different tools which leads to share correct
outcomes. Whereas, it is not possible in other philosophies because they are depended upon qualitative study.
3.5 Data collection
It is the process of gathering and measuring an information on different variables related to specific topic. There are two
different sources used by the scholars as per the chosen study which includes primary and secondary. Similarly, in the present study, I
also used both methods in order to collect information. Such that through primary method, I used survey method in which
questionnaire is designed which helps to examine the behaviour of customer when companies use marketing platform (Zhou and et.al.,
2018). This is sent through official email in which relevant questions will be asked and even respondents can participate as per their
willingness. Along with this, I am also able to determine their views pertaining to chosen topic and this in turn leads to derived correct
output as well. This is considering one of the most effective tool in order to collect fresh information by identify the market needs as
well. On the other side, with the help of secondary research, different sources have been taken such that books, articles and journals
related to research topic. In this, I should make sure that latest sources have been used so that research objectives are met and also
conduct the study in more effective manner. This in turn helps in literature review section so that it assists to derive valid output
pertaining to chosen topic.
Hence, with the help of both data collection types, scholar is able to meet the defined aim and also gather relevant information
through which research questions has been derived.

3.6 Data analysis
DA is the process of systematically applying statistical and logical tools that helps to evaluate the information. With this,
scholar also ensure data integrity so that analysis has been performed in better manner. As the entire research is based upon
quantitative study and that is why, software is used that helps to analyse the data in better manner so that appropriate results generated
(Caicedo and et.al., 2017). There are two methods through which data can be analysed such as thematic and SPSS analysis. Under
thematic, data are analysed in the form of themes, table and images whereas through SPSS software, data are generated automatically
and it is considered more reliable as compared to other.
For that, SPSS tool is considered through which researcher identifies the relationship between two variables which in turn
assist to meet the research objectives. Further, different themes have been designed by referring to questionnaire and this in turn helps
to present the entire findings in systematic manner. Moreover, I also use different graphs and table that assist to present the views of
selected respondents in precise manner so that scholar examines the perspective of customers with regard to innovative marketing
platforms. The main reason behind choosing this method is such that it is based upon quantitative study and that is why through such,
I am able to identify the relevant information and answer the research questions as well.
3.7 Sampling
Sampling is the process in which predetermined number of observations are considered from the large population and it is
dependent upon the issues which I considered. With the help of such methodology, investigator ensure that findings are generalized
from research sample to population as a whole. There are two types of sampling method such that probability, in which samples are
chooses from a large population through simple method (Etikan and Bala, 2017). In addition to this, with the help of such method,
respondents have equal opportunity to generate the valid outcome so that they derive the valid outcome as well. Another is non-
probability, in which not all members are allowed to have an equal chance to participate within a study. Through this method,
participants are respond quickly as compared to those who are randomly selected. This in turn might affect the results in positive
manner.

Between both methods, I adopt simple random sampling under probability in which 30 participants are selected from the large
population. With the help of such method, I examined their views in order to determine behaviour with regard to using different
marketing platforms by company. This is one of the simplest method which helps me to select the participants quickly who assists me
to answer the research questions as well.
3.8 Ethical considerations
I should make sure that all the ethical principles are applied and make sure that no personal information will be shared to third
party. Also, ensure that there are no communication flaws, otherwise it will lead to generate the wrong results. Apart from this, I also
take consent from the selected participants prior to study so that they provide valid answer that assist to conduct the research in better
manner. In addition to this, confidentiality should be maintained and make sure that investigator does not cause any harm to
participants (Gelinas and et.al., 2017).
In addition to this, it is also evaluated that there should not be any miscommunication between the scholar and other respondents
because it might affect the results in opposite manner. Further, I also make sure that the selected respondents should not be subjects to
harm in any ways because it affects the results in adverse manner. The respondents also take exit from the chosen research anytime
without considering any laws and this is also depending upon their willingness. On the other side, to conduct the study reliable and
authentic, reference list will be added at the end of the report that shows the dissertation is not copied from anywhere.
3.9 Limitation
Time, money and unavailability of sources are considered some of the biggest concern or limitation of research. Thus, for the
study, limitation of time is considered as a main limitation because entire study is based upon quantitative research and it is quite time-
consuming method as compared to qualitative. That is why, to avoid unavailability of sources, keywords scholarly articles have been
accessed which in turn helps to conduct the study in better manner. Moreover, those articles must be selected which are publishes
within latest years, otherwise it affects the results in negative manner.

3.10 Reliability and validity
For validity, I ensured that all the articles are selected that published after 2015. Also, research topics articles will be
considered that helps to show that the research is valid. This in turn also ensured that the research is reliable and assists to conduct
better results as well. Apart from this, copyright protected sources as a secondary data have been collected which reflect the reliability
aspects as well.
3.11 Conclusion
From the above section, it has been concluded that through the quantitative study, researcher is able to attain the defined aim of
a study. Also, through positivism research philosophy scholar is also able to determine the relationship between two variable and this
in turn assist to answer the research questions as well. Chapter also summarized that there are two data collection methods adopted by
the investigator so that appropriate results has been generated and also, proves hypothesis as well. Apart from this, through SPSS
software, research conduct the study in more reliable manner so that accurate results will be conducted that helps to accomplish the
defined aim and objectives.

CHAPTER 4: DATA ANALYSIS AND DISCUSSION
This section helps to interpret the views of selected respondents in such a manner that assist to determine whether the aim and
objectives are met or not. For that, tables and graphs are designed that aid to present the entire findings in a presentable manner.
Therefore, the research is based upon quantitative study and that is why, both thematic and statistical data analysis has been used that
clearly explore the opinion of selected respondents and attain the set objectives as well.
Thematic data analysis
Through this, scholar examine the data to identify the common themes which in turn assist to identify the pattern and also
explain the views of selected respondents. In these graphs are designed that help reader to understand the opinion of majority of the
selected respondents.
Theme 1: Age
Frequency Percent
20 to 25 5 16.7
26 to 50 21 70.0
50 above 4 13.3
Total 30 100.0

Interpretation: Through the above table, it is interpreted that majority of the respondents are fall under the category of 26 to 50,
while 5 of them belongs to 20 to 25 age. On the other side, only 4 of them are above 50.

Theme 2: Best marketing platforms prefer by customers to select any product
Frequency Percent
Social media 17 56.7
Pay per click 6 20.0
Search engine
Optimization 5 16.7
Others 2 6.7
Total 30 100.0

Interpretation: In accordance with the above table, it is interpreted that majority of the respondents prefer social media in order to
buy any products such that out of 100%, 56% of them are preferred social media in order to know anything about brand. Whereas,
20% of them state that pay per click is best marketing strategy that helps to collect information pertaining to brand. Only, 16% of them

stated that SEO is the best marketing strategy that assist to take a business at further level of success and 6% of them stated that other
options are better. This is also supported by Bala and Verma (2018) that with the help of effective marketing tools, company easily
promote the products which in turn assist to meet the demand of customers as well. That is why, there are many strategies such that
digital marketing, developing website and social media. Thus, more than 70% of the people are uses social media in order to get daily
updates and thus, company take an advantage so that it will assist to meet the define aim.
Theme 3: Innovative marketing platform is the best thing that assist customer to choose Lidl over others
Frequency Percent
Innovative marketing
platforms 17 56.7
Product's quality 6 20.0
Prices 5 16.7
Frequent response time 2 6.7
Total 30 100.0

Interpretation: From the above table, it is interpreted that there are many features which attract range of customers towards a brand
and such that more than 50% of the selected participants stated that Lidl have effective innovative marketing platform that attract
customers towards it. Whereas 20% of them are stated that product's quality of a company helps to attract them and 16% explain that
due to low prices, they choose quoted firm over others. Only 6% stated that company provide frequent response and takes minimum

time to solve the query is provoking them to attract them. Therefore, Pagani and Pardo (2017) explain in their study that while
purchasing any product, company has to make sure that it uses right marketing platform so that it does not cause any negative impact
upon the business. This, in turn also reflect that there is a use of effective styles which in turn assists business to deliver the best
varieties of product to their customers so that they enjoy their best.
Theme 4: Information provided by Lidl is valuable to customers
Frequency Percent
Strongly agreed 16 53.3
Agreed 7 23.3
Neutral 3 10.0
Disagreed 2 6.7
Strongly Disagreed 2 6.7
Total 30 100.0

Interpretation: Yes, Lidl provide range of valuable information to their customers so that most of the customers purchase the
product. Such that out of 30 respondents, 16 of them are strongly agreed with the statement, while 7 of them are agreed and 3 did not
say anything. Thus, it is examined by Fehrer, Woratschek and Brodie (2018) social media provide range of information to their
customer i.e., discount offers, new arrivals and sales. This in turn attract range of customers towards it and helps to meet the defined

aim of a business by draw attention towards it. Along with this, as majority of the customers feel valued because they think that
information or any post posted on the social media assist them to inform about latest offers and this in turn helps customer to make
their decisions as well.
Theme 5: Online marketing platform improve shopping experience
Frequency Percent
Yes 20 66.7
No 6 20.0
Don't know 4 13.3
Total 30 100.0

Interpretation: Yes, online marketing platforms improve the shopping experience of their users and that is why, majority of them are
stated yes i.e., around 66% of them are favored. Only 20% of them stated no and 13% did not know anything about it. Therefore, it is
clearly reflected that with the help of effective marketing, companies reach wider range of audience and provide a better shopping
experience as well. In the same way, Grizane and Jurgelane (2017) also supported by stating that it assists to boost the website traffic

and this in turn increase the overall customer satisfaction as well. That is why, most of the customer prefer online shopping because it
provides them latest information which in turn also helps to make better decision with regard to purchasing. Apart from this, it also
helps firm to improve their shopping experience such that it has a capability to attract range of customer towards it and that is why, it
is highly preferred by the customers over others.
Theme 6: Customer considered reviews of other while purchasing any products
Frequency Percent
Strongly agreed 18 60.0
Agreed 5 16.7
Neutral 3 10.0
Disagreed 2 6.7
Strongly Disagreed 2 6.7
Total 30 100.0

Interpretation: Through the above table and graphs it is interpreted that around 60% of the selected respondents who are strongly
agreed most of the customer considered other's review on social media before purchasing any products. Whereas 5 of them are agreed
and only 3 of them did not say anything about it. Hence, Sánchez-Gutiérrez and et.al., (2019) also supported by stating that if an
individual purchase any product through online then they definitely observe reviews and then make decision. In addition to this, due to

negative review most of the individuals change their decision and this in turn affect the overall performance of the company in
negative manner. That is why, company should promptly reply to all their customer's complaints so that it does not affect other
customer's decision making process. For example, when one of the customer do not get right product by company and that is why,
they posted negative review upon social media platform which in turn cause negative impact upon them. However, one negative
review will definitely cause opposite impact upon the other buyers that also affect the sales performance of a company as well.
Theme 7: Marketing platform has created an impact upon sales of a business
Frequency Percent
Yes 20 66.7
No 6 20.0
Don't know 4 13.3
Total 30 100.0

Interpretation: Yes, most of the selected participants stated that marketing platform creates a direct impact upon the sales of a
business. Such that out of 100%, 66.7% of the customers are agreed with the statement, whereas 20% of them stated no and only
13.3% of them stated that they did not know about anything. Jayasuriya, Azam and Ferdous (2017) share their views by stating that
platform generated an opportunity to customers in order to stay engaged with a brand and take an advantage from the same. In

addition to this, it might create negative impact upon sales as well such that due to negative reviews from customer might affect the
purchase decision which directly affect the financial performance. That is why, top companies use different marketing platforms
which in turn improve the overall performance of a business. Along with this, if any negative review posted, then companies should
make sure that solve their problem on immediate basis. This in turn creates positive impact upon others and customer also think that
they are valuable asset for a company. This in turn helps to increase the sales of a business as well.
Theme 8: Difficulties face by users while searching any products through social media
Frequency Percent
Yes 19 63.3
No 7 23.3
Don't know 4 13.3
Total 30 100.0

Interpretation: Most of the customer stated that there are many difficulties face by the users while searching any products through
social media such that out of 30, 19 stated yes and 7 of them stated no, whereas only 4 of them explain that they do not know about
anything. This is further explained by Eckhardt and et.al., (2019) that it is very time-consuming platform and it provides range of ideas
to users and as a result, they become confused that leads to creates difficulties. Therefore, companies must have designed their own

website or application with range of filter options that helps to provide best shopping experience and meet the defined aim as well. As
majority of them are agreed and that is why, it is one of the most time consuming platform which might affect the overall system and
this in turn leads to affect the customer buying behavior as well.
Theme 9: Customer prefer Lidl to their friends and colleagues
Frequency Percent
Very likely 19 63.3
Likely 7 23.3
Not sure 4 13.3
Total 30 100.0

Interpretation: In accordance with the above table, it is interpreted that most of the customers are stated that they would recommend
Lidl to their friends and family because company offer different products at good quality and at reasonable rate. Whereas 19 of them
stated very likely and 7 of them answered likely, thus it is clearly reflected that due to offering new products at good range, customers
are very likely recommend the same to others. This is reflected that customers are likely recommended the brands to others and that is

why, it will help to generate the best output as well. Along with this, customer also suggested other that leads to creates positive
impression upon others and this might sustain the goodwill in a market. That is why, using marketing platforms will be a considered as
a good option for the company in order to generate effective sales as well.
Theme 10: Yes, there are some improvement which company should use to reach wider audience
Frequency Percent
Yes 20 66.7
No 7 23.3
Do not
know 3 10.0
Total 30 100.0

Interpretation: With the help of graphs and table, it is clearly reflected that Lidl needs to improve their strategy in order to reach
wider range of customers because 20 of them are stated yes and 7 respondents are not favor with the statement. Hence, it is supported
by Gelinas and et.al., (2017) under literature review that companies should get customers views and then implement the strategy
accordingly which in turn helps to meet the defined aim. Also, this in turn takes a business at further level by sustaining the customer

base as well, which is considered one of the most important part in order to improve the brand image at further level of success. So
company might take continuous feedback to their customers that helps to meet the defined aim.
Statistical analysis
With the help of this, meaningful interpretation has been generated and it is a summarized form of a data that assist to
determine the overall results. In this, inferential tools are also applied such that regression analysis that examine the relationship
between two variables. Whereas, with the help of descriptive statistic, scholar get an idea of distribution of a data.
Descriptive statistic
Age Which of
these
platforms
did you
prefer
while
selecting
any
products?
What made
you choose
us over
company's
competitor?
Did you find
information
provided by Lidl
in social media
is valuable?
Do you
think that
1online
marketing
platforms
improve
your
shopping
experience?
Do you
ever
considered
other's
reviews on
social
media
before
purchasing
products
from Lidl?
According
to you,
does
marketing
platform
has
creates
any
impact
upon sales
of a
business?
Are there
any
difficulties
you faces
while
searching
any
products
through
social
media
platforms?
How likely
you would
recommend
us to your
friend and
colleagues?
Is there any
improvement
could be
made to our
products or
service to
have a wider
reach?
Mean 1.97 1.73 1.73 1.90 1.47 1.83 1.47 1.50 1.50 1.43
Median 2.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00
Mode 2 1 1 1 1 1 1 1 1 1

Interpretation: The above descriptive statistics exhibit that majority of the selected respondent are fall under the category of 26 to 50
and most of them are also preferred Facebook in order to get any updates related to Lidl. On the other side, table also exhibit that more
than 50% of them are strongly agreed that information provided by quoted firm on social media is valuable because according to that
they purchase products. The table also helps to identified that average number of customers stated that marketing platform creates a
direct impact upon the sales of a business. Like any offers implemented by the company and by using marketing platform, customer
come to know about the same will help to improve the overall performance of a company in positive manner. On the other side,
around 50% of the selected respondent stated that there is a need to make improvements in marketing strategy so that range of
customers will be attracted. Overall assessment clearly examined that customer's prefer different online marketing platform in order to
make any orders because it is a not a time-consuming method, and they easily got know about new offerings by company as well.
Regression Analysis
H0 (Null hypothesis): There is no significant difference between the mean value of usage of online marketing platform and reviews
observe by customers
H1 (Alternative hypothesis): There is a significant difference between the mean value of usage of online marketing platform and
reviews observe by customers
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .424a .180 .151 1.163

a. Predictors: (Constant), Do you think that online marketing
platforms improve your shopping experience?
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 8.305 1 8.305 6.141 .020b
Residual 37.862 28 1.352
Total 46.167 29
a. Dependent Variable: Do you ever considered other's reviews on social media before
purchasing products from Lidl?
b. Predictors: (Constant), Do you think that online marketing platforms improve your
shopping experience?
Interpretation: Through Anova table, it is exhibit that there is a relationship between dependent and independent variable because the
value of P (0.02) which is lesser than 0.05 and that is why, alternative hypothesis is accepted over other. Thus, can be stated that due
to online marketing platform, customer improve their shopping experience and as a result, they purchase the products by considering
the reviews of others with regard to any specific products. On the other side, through model summary, it is identified that there is a
moderate relationship between both variable whereas, there is only 18% changes when one variable is changes. It means that if
company do not use any online marketing platform then there is a change in customer purchasing decision. That is why, it is exhibit
that customer shopping improve after observing other's reviews over the products. Hence, Etikan and Bala (2017) also supported that
top international companies are majorly focused upon marketing tools so that range of customers will be attracted. For example, in
Facebook, users post both positive and negative review and then other one reads the post and then make decision whether the offered
product is good or not. Overall, there is a strong relationship between online platform and customer's purchasing decision.

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 General Conclusion
By summing up above section it has been concluded that there are marketing plays an important role in the success of any
business. Therefore, from the literature review it has been concluded that there are many marketing platforms through which company
promote their products i.e., social media marketing, SEO, Email- marketing and pay per click. This in turn assist the firm to examine
the customer views regarding the specific marketing platform and analyse that there are both positive and negative views of using such
methods. Moreover, it has been concluded from the secondary research that marketing tools actually helps the business to increases
their sales and raise the business brand image by offering product at international market. That is why, top companies such as Lidl,
Asda, Tesco are majorly focused upon these tools to stay ahead in the competition. Apart from this, study also summarized from the
above study that every company have their own perception with regard to sale the products within market and that is why, they use
different marketing tool. But there are many issues and challenges faced by the companies while using such method. That is why, it is
essential to minimize such issue so that it do not cause any negative impact upon business.
Moreover, from the research methodology it has been concluded that by using quantitative research type, scholar attain the
defined aim and investigate the customer opinion in regard to using innovative marketing channels. As researcher adopted both
primary and secondary data collection methods which in turn helps to generate the best results and answer the research questions as
well. Therefore, it is examined that quantitative study assist to determine the actual trend as compared to another one and that is why,
scholar prefer this over other. Apart from this, through data analysis section it has been concluded that there are many innovative
marketing platforms which are used by the companies in order to improve the overall brand image and attract range of customers, but
among all, social media platform is highly considered by them.
On the other side, through primary research it has been also concluded that marketing platforms do affect the shopping
experience of customers such that by analysing the customer's positive opinion about any products will leads to encourage other to
purchase the products. This in turn creates positive brand image of a firm at global level and increase financial performance as well. In

addition to this, majority of the respondents are agreed that due to having strong innovative marketing platform, customer recommend
brand to others which assist to create positive impact upon the business. Overall, the study summarized that customer opinions
towards innovative marketing platform do matters because it assists companies to analyze which product is highly recommended by
users and also helps to identify their demand. So that customer will offer the same accordingly so that it does not cause any negative
impact upon customers.
5.2 Recommendations
Here are some ways through which Lidl improve its marketing strategy and this in turn helps to improve the overall brand
image at global level as well. These are as mentioned below:
 In order to improve the marketing strategy of the company, it is recommended to the quoted firm that it may hire the experts
who have enough knowledge with regard to using effective style so that range of customers are attracted. Through this,
organization analyse the trend of customers and this in turn help to offer exactly the same product which the users want.
Therefore, it will help to improve the brand image of a company and improve the financial performance as well.
 Moreover, it is also suggested to Lidl that conduct a survey that helps to examine the loopholes pertaining to their marketing
strategy. In this method, company also ask customers to share their opinion so that company implement the same in order to
manage the things accordingly. This in turn helps to identify the weak areas of company and this in turn helps to attract range
of people towards it.
 Further, cited firm may also use relationship marketing as a modern marketing platform which focus upon customer retention
and satisfaction which in turn improve the relationship with existing users in order to increase loyalty. On the other side, there
are frequent changes in market trend and that is why, it is necessary for the companies to analyse the same and changes its
marketing strategy accordingly. This in turn leads to draw attention of many customers towards it and sustain the brand image
at global level too.

In the future, when the same research will be conducted on the same topic, I ensured that use mixed research methodology in
which both qualitative and quantitative research has been adopted that assists to generate the valid outcomes. In accordance with the
chosen methodology, I use interview process in which 5 managers will be selected where I conduct face to face discussion with regard
to chosen topic. With the help of this method, I am able to understand about company's strategy pertaining to innovation that helps to
attract range of customers towards it. Apart from this, for greater understanding, I also select top articles which assists me to
understand the concept of innovative marketing techniques. Also, by reviewing older articles and through official website of
companies, I am able to examine any advance technology used by company in order to draw attention towards it. It is so because in
this study, only customer point of views is considered but for future research, I ensured that opinion of managers will also be
prioritized so that effective results will be generated. This in turn assists to conduct the research in effectual manner and also develop
understanding regarding customer perspective on innovative technological marketing platforms.

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Appendix
Questionnaire
1. Age
 20 to 25
 26 to 50
 50 above
2. Which of these platforms did you prefer while selecting any products?
 Social media
 Pay per click
 Search engine Optimization
 Others
3. What made you choose us over company's competitor?
 Innovative marketing platforms
 Product's quality
 Prices
 Frequent response time
4. Did you find information provided by Lidl in social media is valuable?
 Strongly agreed
 Agreed
 Neutral

 Disagreed
 Strongly disagreed
5. Do you think that online marketing platforms improve your shopping experience?
 Yes
 No
 Do not know
6. Do you ever considered other's reviews on social media before purchasing products from
Lidl?
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
7. According to you, does marketing platform has creates any impact upon sales of a business?
 Yes
 No
 Do not know
8. Is there any difficulties you face while searching any products through social media
platforms?
 Yes
 No
 Do not know

9. How likely you would recommend us to your friend and colleagues?
 Very likely
 Likely
 Not sure
10. Is there any improvement could be made to our products or service to have a wider reach?
 Yes
 No
 Do not know
11. Please recommend any way through which company improve their marketing strategy.