Impact of Consumer Behavior on Marketing

This assignment examines how changing consumer behaviors in the 21st century impact marketing strategies. It emphasizes research methods for understanding these trends, including social media analysis and the influence of country-of-origin perceptions on brand choices. The assignment likely requires students to apply these concepts to real-world marketing scenarios within various industries.

Impact of social media marketing on
brand image: A case study of
international fashion industry
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Table of Contents
Introduction:..............................................................................................................................2
Research Issue:.......................................................................................................................3
The significance of the research:...........................................................................................3
Research questions: ...............................................................................................................4
Aim and objectives: ..............................................................................................................4
Hypothesis:............................................................................................................................5
Structure of Dissertation.......................................................................................................5
Literature review........................................................................................................................6
Research Analysis and Framework...........................................................................................9
Research project plan...............................................................................................................10
References...............................................................................................................................13

Introduction:
Today's impressionable generation is leaning towards the "branded products" in order
to meet their social standards. This brand image becomes a deciding factor that determines
the product sales, hence this element is a significant and central theme for an organisation. It
is way more than a logo to define a business, product or service. A strong brand image
directly influence the buying behaviour of the customers. It creates a good first impression
which is a major desire of an entity. There are various benefits of a good image such as
simpler decision process, customer satisfaction, etc. It further helps in creating recognition of
the product or services (Thakur, Singh and Singh, 2016). Now, in context to fashion industry,
a highly competitive sector it is required by the relevant organisations to possess strong
brand image. The evolution of the consumer knowledge associated with fashion and
globalisation had caused high level of rivalry in the industry. The increasing living standard
and lifestyle of the societies demands for the "branded" tag with the products they buy. It
may however be recognised that the social media marketing plays a vital role in attaining a
good brand image. The present study encompasses the way in which brand perception was
dealt earlier by the marketers and how it changed with the help of social media marketing.
In the present technological era, social media has become an important marketing
tool. This technique is also used by the industries for communicating with the audience so
that the development of the products can be achieved on the basis of specific needs and
demands. It is one of the most cost-effective tool which increases brand awareness among
consumers. This method will assist in recognition of the product and engage with a broad
audience. Social sites are nowadays accessed by billions of people everyday. Entities can use
various tools for social media marketing such as advertisements on Facebook, Twitter, etc.,
company websites, internet sites and many more (Rashid and Barnes, 2017). Despite of
brand image, there are several other advantages of using social media marketing such as
more inbound traffic, improved search engine rankings,higher conversion rates, better
customer satisfaction and improved loyalty. The aim of this thesis is to explore the use of
social media marketing in Fashion industry. Further, it aims on study the functions of
Instagram played within the context of the brand image of fashion retailers. The present
dissertation explores the role of Instagram marketing in consumer buying behaviour.
Further, impact of Instagram on the marketing strategies of the fashion industry businesses
will be analysed in this dissertation.
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Research Issue:
This study is conducted for identifying the impact of social media marketing on brand
image. With the enhancements in the technology and globalisation, the living standard of the
people has been raised. This consistent increment is demanding for "branded products" to
match the societal influences. This factor has made the contemporary business environment
to be very competitive. Level of rivalry in the fashion industry is major and thus, effective
marketing is required to compensate the dominating factors that may decrease the sales
(Buckley, 2016). Social media marketing, constituting varied benefits of influencing
consumer perceptions, buying behaviour, trends, introducing new patterns and consumer
preferences. In addition to this, it may be recognised that along with these advantages, the
tool is also used for communicating with the customers.
The present technological era is highly concerned with the promptness, effectiveness
and accurateness, all these concerns requires social medial marketing. Other advertising
operations needs huge amount of cost, more time and still the range of the audience is
limited. In contrary to this, social media is a means that is time-effective, cost-saving and
covers wide range of people. Thus, it become necessary for the fashion industries to use this
method in promotion to deal with the issues faced while marketing otherwise. In addition to
this, there are various factors that impacts upon the buying behaviour of consumer. This
study is also conducted to gain understanding of these aspects. Consequently, effective
strategies of marketing are needed to resolve this challenge. Also, there exists choice f
various social media tools, however to choose one is necessary to bring work effectiveness.
The significance of the research:
The findings that will be generated from this research will help in exploring various
elements associated with the social media marketing, brand image and fashion industry. This
report will further assist the entities in global level expansion by creating brand recognition.
The present work will provide the organisations with an understanding of the importance of
consumer behaviour and attitude. This knowledge will help them in developing effective
strategies that can enhance their business. Further, this research will state the importance of
using social media in the business process. Consequently, the entities can avail the benefits
of using this technique such as work promptness, cost-effectiveness, proper management and
error-less operations. Further, the evolution in the old marketing methods which are less
effective can be addressed with the help of this research study. Besides the benefit for the

companies, this research will also help out the future students who will be carrying report on
the relevant topic. Moreover, the present dissertation will assist in exploring the use of social
media marketing in Fashion industry. The functions of Instagram played within the context
of the brand image of fashion retailers will help the organisations. The present dissertation
explores the role of Instagram marketing in consumer buying behaviour which will help the
relevant entities to make use of them in increasing customer figure. Further, impact of
Instagram on the marketing strategies of the fashion industry businesses will be analysed in
this dissertation. This will render assistance in developing effective marketing strategies
using Instagram.
Research questions:
The following research questions have been formed based on the research problem:
1. The following research questions have been formed based on the research problem:
2. What are the most common social media platforms that are used by consumers?
3. How often does consumer uses Instagram for buying clothes?
4. What are the changes brought by the Instagram in consumer buying behaviour?
5. What is the research gap in the literature?
Aim and objectives:
The major aim of this research study is to investigate the impact of social media marketing
on consumer perceptions. To achieve this aim, this study focuses on the users of the
Instagram, it's use and related issues. The stages that consumer goes through before making a
buying decision and how it can be influenced by the Instagram will be studied.
The objectives of the research will be as follows:
1. To explore the use of social media in Fashion industry.
2. To study the functions of Instagram within the context of the brand image of fashion
retailers
3. To further reveal the function of the Instagram marketing in consumer buying
behaviour.
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4. To understand how Instagram effect on the consumers have impacted upon the
marketing strategies businesses in the fashion industry.
Hypothesis:
This research is going to investigate and explore the link between social media,
Instagram, brand image, buying behaviours and customer perceptions. It has been studied
that the consumers are being affected by marketing. Brand image in the mind of consumer is
a complex phenomenon to change. However, social media is not only a tool any more; it has
an impact on the brand image, customer perception about the product, marketing
communication and market share and growth. This research hypothesis grounds will be how
the social media marketing particularly Instagram marketing impact consumers and do
increase focus on Instagram marketing is vital for business success and without will it be
hard to succeed.
Structure of Dissertation
In order to accomplish the present report in an effective manner, it is necessary to
achieve all the aims and objectives. For this purpose, the structure of the research is
mentioned.
Chapter 1 Introduction: This is the introductory part of the research encompassing all the
research aims and objectives. The information and understanding that will be gained from
this report are explained in brief in this section of the thesis. Moreover, information
regarding the operations, tools and techniques that will be used to achieve the aims and
objectives are mentioned in the introduction part.
Chapter 2 Literature review: It is the second part of the report which comprises of the
perspectives of different authors relevant to the selected topic. The views presented by
various researchers' are critically analysed in this section. This action is performed to
evaluate the objectives of the research. In present report, various themes are developed
regarding attainment of brand image by social media marketing.
Chapter 3 Research methodologies: It is the third and most significant area of the research.
In this discussions of tools and techniques takes place. In context to the present report,
interviews and survey will be conducted for collecting the primary data. This information
will be gathered from the retail store managers and product designers of the trendier brands.

Besides this, the research methodologies chosen for the present report involves, secondary
data, inductive research approach, survey and in-depth interview has been taken. Further,
non-probability sampling methods will be used in this part.
Chapter 4 Data analysis: The data obtained from the interviews will be analysed using
interviews and questionnaires in this section. This is the most significant activity from where
the findings of the research are obtained. Further, the details are gathered from the in-depth
interviews.
Chapter 5 Conclusion and recommendations: This is the lasts section of the report. This
part encompasses the findings that are obtained by analysing the data. The results are written
in the report which highlights the impact of social media marketing on brand image of
entities working for international fashion industry. Further, recommendations will be
provided in the section which will help these organisations to grow.
Literature review
The views presented by various researchers' are critically analysed in this literature review
topic. This topic is prepared to evaluate the objectives of the research. In present report,
various themes are developed regarding attainment of brand image by social media
marketing. By the passage of time it has been observed that the use of social media for
communication has now become increasingly used by the international brands in order to
gain obvious advantages and the theories used to analyse and densely understand; how they
have sufficient part to play in the building and altering the current customer perceptions and
behaviour it vital links to the brand image and social media. In order to creating brand image
of the entities associated with the fashion industry, it has been analysed that social media
marketing is an effective tool. The present era of the development of the living standard and
life-style of the people demand for the "branded" which can be attained by performing the
activities for recognising the product, services of organisation as a brand (Goworek, Perry
and Kent, 2016). However, it may be recognised that there are several requirements which
are needed to be possessed by the entities. These necessitate encompasses a thorough
understanding of customer behaviour, attitude, social media, social media platforms,
marketing communications, brand image procedures and knowledge. In the present section,
the impact of social media marketing in fashion industry evaluated. Further, significance of
the Instagram in developing the brand image for the fashion companies will be studied. In
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addition to this, it is necessary to monitor and influence the consumer behaviour, hence in
this regard the perspectives of different researchers will be analysed.
Understanding of key terms:
Brand image and knowledge:
Customers have developed more attachment with the brands and thus they are willing to pay
different prices for different brands. Businesses developed their image not only by marketing
the product but also with the help of other departments from top to bottom in stakeholders to
carry that brand strength or image that will reflect them where they stand in the prosecutions
in the mind of the consumers (Alina, 2012).
Furthermore, the knowledge base of the consumers have been significantly increased and
improved with the help of the technologies, education and increasing wealth or buying power
in the economies globally have increased the consumer expectation from the seller more than
ever before. Customers expect higher qualities, wider choice and maximum satisfaction from
the use or consumption of the goods and services that have been marketed to them. Social
media play a key assistant in spreading that awareness or knowledge reminder to its audience
(.v, 2008).
Consumer attitude and behaviour:
To be able to direct a consumer behaviour it is important to understand it first.
Consumer attitude is divided into three areas (Giovanni, 1996). The consumer may hold a
belief about the product and services. For example, coffee is good in the cold morning but a
change in the belief system would make the occurrence of having coffee when you are tired
rather feeling of the cold weather. So changing the belief about the product and service is the
key to long term success of the product.
Affect is the part of the belief how the person or individual feel about the brand, for
example, the tree cutting would be felt wrong, however, Christmas tree being liked and cut in
the season without the feeling of the cutting trees. Intentions are linked with the demand or
likeness due to may be the belief of effect but it can be due to the how they or their
surrounding behave for example use of the social media like Facebook and WhatsApp to
remain in touch with friends or people at work overriding the fact the person might not like
using such mediums.

Social media is being used as the part of the trend and ease it provides but there are
other uses that have been found by the marketer found in order to gain sales and influence
consumers attitudes and buying pattern and behaviour (Yung, 2007).
Social media:
Social media is not restricted to the social groups or gathering or a place where
individual interacts with each other but now they have formed the shape of the marketplace
and platform where people portray their brand images and market their products to the
consumers internationally. We can also look at the example of the LinkedIn which is now
used as a job finder but also linked individuals of getting to know people which were before
impossible for an individual to reach out earlier traditionally.
Social media has now presumed a part of the lifestyle, it can change the individual
wants and needs. With the wider span of the individuals using the social media, it has
developed an influential factor for customer brand perception and buying decision. E.g.
according to a statistical site, the social media marketing has driven 1 in a 4 people to buy the
product online or in store (Masroor, 2015).
Marketing communication
Marketing communication is the name given to a process where transmission of
messages into the minds of the consumers takes place, which drives the business sales and
allow them to buy or develop prospection about a product or service. The brand image is
being deeply linked with marketing communication, wrong communication of the message
or targeting a wrong group by ineffective communication can affect the business marketing
altogether. In order to make the use more effective and accessing better uses of the tool of
social media marketing to manage brand image (Terence, 2008).
The above-discussed literature and theoretical framework are relevant and important
for this research because it explores the dimensions of the brand image and its links to the
perceptions and behaviour of the customer in regards to the fashion industry. This literature
will also assist in understanding the possible effect on the customer by marketing using the
social media. Communication with the customer in the competitive environment is important
to keep them engaged and form a belonging or relationship with customers. So, social media
have a fruitful impact on the customers and their brand image. The further research in this
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thesis will elaborate the real-time implication of the above theories of how the social media,
brand image and customer perceptions have a clear or no link.
Research Analysis and Framework
The present research study revolves around the social media marketing and its'
impact on the brand image of the international fashion industry entities. In order to collect
reliable data, valid and appropriate sources will be used for collection. There are various
steps that will be required to the accomplishment of the research which are mentioned as
follows:-
Design of research: This the first action that will be taken for completing the research
successfully. It is the general plan which will act as the guide in identifying the answers of
all the research questions that are mentioned above. Out of two research designs, which are
exploratory and conclusive, the one which is selected is exploratory. The design of the
research is more tentative then the final report and analysed in both qualitative and non-
quantitative way In order to perform this procedure, small sample is taken to cover the
maximum topics. Further, in-depth data collection methods are used in a flexible manner.
Research approach: The research approach that will be used in completing this report will
be inductive in nature. This approach will assist in identifying the impact of social media
marketing on the brand image of the internal organisation associated with the fashion
industry. This the most suitable approach as interviews helps in completing the entire report
in an effective manner.
Research philosophy: There are some philosophies that are considered before collecting,
analysing and using the research data. For the present report, both the interprevitism and
positivism will be used in a combined manner.
Methods for collection of data: There are two sources of collecting data, primary and
secondary. In the present report, both the sources will be sued for gathering the data. The
primary data will be collected by conducting in-depth interviews. Whereas, secondary data
will be gathered by books, journals, internet, websites and online articles. The primary data
would be collected through the questionnaire which will give an insight into how social
media affects the brand image in the eyes of the customers and therefore answering the
research questions. Through the questionnaire, it will also be found out how many consumers
use social media to search for products, therefore, answers the research questions 2. Asking

how consumers’ thing of brands who carry out marketing activities on the social media will
eventually answer research question 3 and 4 and will give an idea of how social media
marketing is used to maintain the brand image in the minds of the customers.
Further data will be gathered through secondary sources such as:
 National statistical data base UK (ONS)
 Mintel
 Economist and Forbes
Fashion magazines like Glamour, Vogue and cosmopolitan
Sampling technique: This tool is sued to select the participants for the research study. There
are two sampling methods which can be used, namely probability and non-probability. In the
present research study, both these methods will be used.
Analysis of data: The present study is conducted with the aim to understand the impact of
social media marketing on the brand image. This research is performed in context to the
international fashion industry. The technique that will be used in analysing the data obtained
from different sources will be qualitative. This analysis will help in generating the outcomes
of the report.
The scope of the study: The scope of the research is wide. This report will help people to
analyse the importance of marketing communications in businesses. This research will help
the companies associated with the fashion industry to adopt the social media marketing tool
for various promotional activities. The research will further help the entities in creating a
brand image that will assist them in international expansions. Consequent to this, the
organisations can attain their objectives.
Research project plan
ACTIVITY/WEEK 1 2 3 4 8 9 10 11 12 15 18 20
Identified the problem
Systematic analysis to choose
the topic for the study
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Chose the research
Conduct literature review for
secondary data collection
Set the objectives
Primary data collected from
customers
Identified research approach
Design research methodology
Preparation of structured
questionnaire
Make Fill up the questionnaire
from customers
Organise collected data in excel
sheets
Apply suitable technique to
analysis data
Interpretation of the data
Evaluation and finding of the
research
Recommendation and
suggestions for further study
Outline the findings chapter
Create report in a presentable
manner

Submission to instructor and
waiting for feedback
Revising the final draft
Submit report
Present report to the audience
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