Impact of Digital Technology on M&S Operations

This research study examines the impact of digital technology on Marks and Spencer's (M&S) operations. The study uses quantitative analysis and concludes that M&S should make efforts to satisfy customers through internet shopping and online payment modes. The researcher faced challenges in conducting the study, including data collection issues and the need for more respondents from the company. The study suggests using alternative research methodologies in future studies.

RESEARCH PROJECT:
PART 1 and PART 2
Executive summary

Consumers buying behaviour is dynamic in nature and it could be influence by any single
to multiple factors such as marketing, brand value, celebrity associated with the brands etc.
Now a days with the increase in internet technologies and digital medium, it becomes easy for
consumers to acquire information regarding particular products and services. By taking
advantage of it, organisations enhance their promotion on social media website by using digital
marketing framework and strategies. Within this research project design will be descriptive
type that will be defining how digital technology will be impacting. The size of sample will be of
100 customers of M&S.

Topic: The impact of digital technology on business activity Marks and Spencer
INTRODUCTION
Digital technologies greatly advantage the business company in increase their market
share by providing them competitive benefit. In order to carry on competitive environment it is
essential and necessary for business managers to utilize and used in style and advance
technologies in order to gain competitor advantage (Ryan, 2016). At a high level, digital
marketing refers to promotion delivered through digital channels such as, social media, email,
search engines, websites, and mobile apps. Digital technology has revolutionised the way we
conduct business. Over the last decade it has dramatically changed traditional business models
and transformed business activities. The use of digital mobile technology has provided
businesses with a wealth of choice and opportunity. These technologies are used by the
management of business organisations in order to enhance their productivity and profitability.
Digital marketing refers to the marketing strategies used by the marketers of organisation for
promoting goods and services using digital platforms (Tatlow-Golden and et.al., 2017). In
present dynamic environment, with the evolution of hybrid technologies and promulgation of
methods of using these technologies drastically transforms the perception of the consumers as
well as marketers.
Consumers buying behaviour is dynamic in nature and it could be influence by any single
to multiple factors such as marketing, brand value, celebrity associated with the brands etc.
Now a days with the increase in internet technologies and digital medium, it becomes easy for
consumers to acquire information regarding particular products and services. By taking
advantage of it, organisations enhance their promotion on social media website by using digital
marketing framework and strategies. In this context, the researcher will focus on constructing
precise research proposal by covering each and every aspect of the research. In order to
provide in depth understanding of the topic, literature review will be conducted in the study.
Precise research methods will be describe which researcher will use in order to attain the aim
and objectives of the study. By using Gantt chart, the timescale and activities that covers in the
research will be described in effective and efficient manner
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Marks and Spencer which is one of the leading multinational retailer in United Kingdom
utilise digital technologies for various purposes such as marketing, customer relationship
management, etc. The focus of present research study will be on analysing the impact of digital
marketing on customer buying behaviour by researching on the tactics utilised by Marks and
Spencer.
LO 1
P1 Produce a research proposal that clearly defines a research question or hypothesis,
supported by a literature review.
Background of study
Digital marketing have changed the opinion of marketers working in today's company. It
indeed outshines the traditional marketing method and raise development and productivity of
organisations. In order to continue in the competitive international environment it becomes
difficult for business organisations to attract and hold consumers towards company (Tiago and
Veríssimo, 2014). Now with the assistance of various means and technologies marketers are
using digital style and channels to deliver information regarding organisational product and
services. Researchers in their previous study have reviewed opinion of customers regarding
digital marketing methodologies.
Aim
The aim of research study is “To analyse the influence of digital marketing on consumer
buying behaviour; A study on Marks and Spencer.”
Objectives
 To know the meaning of digital marketing and its applications.
 To understand the consumer buying behaviour. To analyse the impact of digital marketing on consumer buying behaviour.
Research questions
1. What is the meaning of digital marketing?
2. How is consumer behaviour regarding purchase influenced?
3. What is the impact of digital marketing in transforming consumer buying behaviour?
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Rationale of study
Digital marketing is considered to be the latest trend which is currently circulating in the
marketing department of organisations. From this research study, researcher will be able to
acquire adequate knowledge and information regarding digital marketing and its applications.
Researchers has also reviewed the potential of digital technologies on companies development
and growth. In this context, researcher in this work will conduct research investigate in order to
get sound perceptive of digital marketing and technologies connected with it (Hackley, Hackley
and Bassiouni, 2018). Digital marketing set strong impact on the marketers, some organisations
still chose conventional method of marketing over digital marketing. Customer's opinion
matters in respect to the type of digital marketing they want from company to exercise in order
to deliver quality publicity and publicize to the clients. Researchers in their old study has
reviewed that opinion of consumer in relation to digital marketing done by company say for
instance on social media or on various websites by search engine optimisation. The research
study will help in enhancing the comprehension understanding of researcher regarding digital
marketing strategies and its impact on consumer buying behaviour. It will also provide an
opportunity to examine the marketing department of Marks and Spencer, United Kingdom.
Significance of study
This research study will enhance the comprehension understanding of readers who read
the research study regarding impact of digital marketing and its impact on consumer buying
behaviour. The research is significant for the management of Marks and Spencer as the
marketers will be able to know about their digital marketing tactics and the way they can
enhance it in order to increase the productivity and profitability. The research is significant for
the academicians and other authors who desire to carry out the research study on similar topic.
They can use it for conducting literature review in their study.
LITERATURE REVIEW
For conducting the research in impelling mode, it is crucial that appropriate details are
collected that will enable to cover theoretical aspect in impressive way. There are numerous
researches that are deepened on related subject and these make sure that in depth
understanding can be lifted efficiently. In order to cover the research areas, aim of the research
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topic are separated for verifiable limited information can be beaded. Literature review is
considered to be very important part of the research study. In literature review, researcher will
create robust argument by comparing and contrasting on the articles and journals written by
senior researchers and authors. The motive of constructing literature review is to establish
theoretical framework in the study. Researcher will provide in depth understanding of the topic
through by analyzing the articles in effective and efficient manner.
Paul and et.al., (2018) detailed that consumer position digital marketing method as a sources
with the assistance of which single get information detail the turned that organization are
willing to provide. Apart from this reasoning, it compulsory to be made in which management
can execute their fit function in that way that they can execute their pertain. One of the digital
technology can be utilized is email. This is effectual sufficient to make sure that all the updates
respect the on that are formed by the business can be formulated. Apart from these worker
should be concerned in judgement have decent statement about the difficulty that are being
faced by consumers. This is impelling to make individual encouragement and in processing
certainty and assurance within the cognition of person.
Usage of digital technology which has assist up the sales and profitability of the concern
in positive style. Further, there are other conditions in which management is needed to make
exercise of fresh or modify technology. This can only be done, when direction has becoming
section of cost done. Every action that are enclosed in the concern should be decently analysed
and evaluated. Ryan, (2016) said that this way, it makes worker to use all the scheme and in
considering the inevitably which are fit by the concern. Apart from this, research and study
change to determine the areas in which alteration can be finished. Online marketing are
customized in the digital manner and they are very inexpensive. Transformation rate is high:
online marketing is very facilitatory to measurement and the transition rate, with the assistance
of digital marketing well known the spectator and how many group are signed the channel. The
essential marketing way is email marketing and social media marketing is unable to create very
impelling and quick connection channel.
Provide consumer aid online marketing is made-to-order in the digital way and they are
very much cut-rate. Tatlow-Golden and et.al., (2017) be given that transformation rate is high:
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online marketing is very accommodating to criterion the changeover rate, With the help of
digital marketing well known the observer and how masses are signed the channel. The all
important marketing way is social media marketing and email marketing is capable to appoint
very impelling and quick connection channel. Tiago and Veríssimo, (2014) said that consumer
influence is very essential because with the aid of this it can figure out the difficulty for client.
They will also provide the web-chat facility. The E-commerce site was moving on the smart
telephone so that consumer straight accession their phone to see the particular of commodity
(Yadav, Joshi and Rahman, 2015). It will be very favorable to the client because it can well
acquisition fact of commodity and they also check the new goods on their smartphones.
Digital marketing and its applications
According to Chaffey, (2015) digital marketing refers to the process of advertising
organisational products by using digital medium or technology. In the present era, the growth
and development in the field of science and technology new and advance ways for enhancing
productivity of the organisations have been discovered and utilised rigorously. In order to
prolong in the contending environment using early technologies become the requirement of
the structure. Focus of company is to gain supreme profit, this is achievable when they are
capable to meet anticipation of service offered to users. There are diverse type of good that
companies and consumer get. Kannan, (2017) said that in conformity with the representation
that are carried out by customers they are able to make comparability of the commodity and
services that are delivered by other organisations. The manner consumer get welfare by
assessment that are given by individual who have made usage of the work and goods.
On the other hand, advantage to organisation is that they are able to impart message
regarding offers like free gifts, discounts etc. When these are done, then path can be taken with
the help of areas which improvement can be recognised. Further, it needs to see the problems
that are deal by workers. When employees are not contented, then they neglect the necessities
of consumers in effectual mode. Thomas, Crook and Edelman, (2017) argued that without this,
it can also be alleged that instance to time research is continued. When these are done, then it
changes to determine the level of gratification that it is being earned by work users. In this
context, befitting path is needed to fit roles that are necessary to be carried out is adjusted
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(Stone and Woodcock, 2014). Digital technology make the business concern to compass the
objectives in coloured consumers with advanced attribute services.
Consumer buying behaviour
Solomon and et.al., (2014) elaborated that consumer buying behaviour is aggregate of
attitudes, intentions, preferences and decision of consumers while making purchase of
particular products and services. Every consumer has varied behaviour which depends on the
factors which influence them the most while making purchase. The study of consumer
behaviour draws upon social science disciplines of anthropology, sociology,psychology and
economics. Bennett, (2016) elucidated that consumer make decisions on the basis of numerous
criteria. However, the trigger of consumer purchases occurred before the actual purchase itself.
This is where marketing plays its part. Marketing and advertising perceived to transform or
influence the buying behaviour of consumer.
Consumer before deciding over what and how to buy need to determine that is it
necessary to buy that particular product or not which will depend up on need or problem
associated with product and services. So it is important to study need, want and behaviour of
consumer which would linked with disposal of goods and services which they are buying or
consuming. It would be important to study that what factors that are influencing their buying
decisions are and how will consumers to get emotionally attached to that product. According to
Rowley and Keegan (2017) it was included that buying behaviour of consumers should be
clearly understood so that examination of how will attitudes, preference and emotions impact
that behaviour. This study of buying behaviour of consumer will also be including or
investigating on to these consumers like basically different based on friends, family, society or
related to any ethnic group. This study of how would consumer behaving at time of purchasing
which is before, on and after buying of specified product or availing that service. Many
companies in today’s scenario are using database management system like that of Customer
Relationship Management (CRM) which is used as an asset in analysing behaviour of customer.
This consumer buying behaviour is 5 steps procedure as explained by Parsons, Maclaran
and Chatzidakis (2017) which helps customer in identifying their need and then buying them
through use of money.
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Consumer Buying Behavior Can is defined as the process of arriving at the decision to
buy a product/service. It is a sequential process and needs to be studied by marketers in order
to make strategies for marketing their product and understand the mind set of customers. 5
Steps of Consumer Buying Behaviour is discussed below
Problem Identification When a consumer's needs are aroused because of hunger/thirst
for a particular thing termed as internal stimuli or by advertising or word of mouth termed as
external stimuli all of these result in identification of the problem for need of a particular
product. All of these aspects compel an individual to buy a product which initiates the process
of consumer buying which is by Zahid, Ali and Amin (2018).
Information Search after recognising needs the buyer searches out various sources of
information such as magazines, newspapers, television, internet etc. In order to find apt
information regarding the product he wishes to buy. Researching on various sources helps him
to get different prices at which it could procure that product, findings also results in choices
amongst which he could choose from.
Evaluation Of Alternative the consumer has various information available about
different brands, now he evaluates this information based on different factors such as price,
quality offered, availability of product, benefits attached to it etc. The brand that meets his
requirements is most likely to get selected.
Purchase Decision is the stage where finally the purchase occurs after evaluating all the
best possible alternatives and selecting the best one based on individuals choice. According to
by Quinton and Simkin (2017) simply the best product/service is selected in comparison to all
the available choices in the market. The purchase decision may get affected due to two factors
either monetary issue or negative attitude of people around him forcing him to drop the idea of
purchasing this product.
Post Purchase Decision Consumer buy a product expecting that his needs will be
fulfilled, if they are then a consumer has derived satisfaction and will continue to use the
product resulting in brand loyalty but if not then it would result in bad publicity of product and
loss of a customer. That is the reason why modern day companies ask for feedback from
customer through feedback forms attached with the product or on mail. This helps them to
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know if the consumer had any problem/ issue regarding the product and quickly resolve that
problem in order to retain that customer.
Impact of digital marketing in transforming consumer buying behaviour
Digital marketing as included into the above section is the most influential factor which
is transforming and revolutionising business, improving profits and leading to gaining more
customers from markets other than competitors. Ryan, (2016) said that digital marketing is
process of communicating, promoting and selling out products of company on wider platform.
There are more changes which are taking place in terms of digital marketing like that of
website, search engines, mobile applications and social media. All of them are more influencing
factors as consumers of today’s world is buying or purchasing products and services only after
doing proper research and gaining more knowledge about company. No customer would now
be making any kind of purchase without knowing about product whether it is mobile phones,
TV or even fashion related products. Complete market research and collecting all type of
information regarding products, services and company would be essential for customers so that
they could be choosing correct firm.
Paul, Bhuimali and Bhowmick (2018) studied that this digital marketing of the products and
service through use of various channels other than that of traditional one is helping in
leveraging company to sell higher number of products. there are many benefits of digital
marketing including like that of reaching out to more number of prospects of company through
just simple steps of promotions, gaining improved and loyal customers and also increasing
business investors. So this will also be impacting buying behaviour of consumers if company is
engaged in digital marketing methods. However, Doorey, Wilcox and Eastin, (2017) also
included that those organisations that are not promoting or advertising their products and
services through use of digital technology will be saving cost of marketing but incurring huge
amount of loss in form of profits and customers as well.
As if company is not indulging in more digital marketing then there are chances that
they are gaining much or standard amount of profits or losing up their existing customers and
not able to increase new one as well. There are many factors which would be influencing buying
behaviour of customers like that of perception, attitude and gender or age but rather than
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these digitalisation is also one of the important factor influencing. Ghose and Todri (2015)
viewed that those customers who are having complete or more knowledge of products and
services of company would be tend to buy correct quality or product at right price.
In one of the survey it was included that about 60% of urban population is having their
online presence which tends to improve their knowledge related to products. So this would be
making customer empowered to choose correct and their choice of product by becoming more
and more demanding. They are indulge in influencing others as well about what to buy and how
to make the purchase that will be getting them most correct form of deal with great discount
offers. So it is required as per companies that they are giving their customer personalised and
consistent experience as well which is done after connecting with them at right place. Ryan,
(2016) examined that marketers should be capturing data which is related to their customers so
that experience and marketing is becoming relevant to all relevant customer and that too for
the first time as well.
P2 Examine appropriate research methods and conduct primary and secondary research.
METHODOLOGY
Research design
Mainly research design is of 3 types exploratory, descriptive and causal which will be
helping in diagnosing situation or discovering new ideas as well. So in this latest topic which is
concerned about affect of digital marketing on action of concern like that of customer buying
behaviour (Riedl, Davis and Hevner, 2014). Descriptive type of research design is used within
this study which will be helping researchers to describe the topic in brief.
Research philosophy
They are the belief which is guiding researchers to collect and analyses the data which is
collected there are two types namely interpretivism and positivism. So in this current research
interpretivism is used which will be mainly focusing on social science and interpreting
qualitative data.
Data collection
This is called to as methods of collecting data or information that is related to topic
there are two sources like that of primary and secondary (Wildemuth, 2016). In this research
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both types are used primary will be done through use of questionnaire and secondary is
conducted through use of books, journals and website articles.
Sampling
This is taking out smaller sampling of respondents from larger population of. So in this
research where impact of digital marketing is taken out on consumer buying behaviour 100
customers of M&S are chosen.
Data analysis
This will be including how to interpret the given data so that valid conclusion is made
and recommendations are drawn (Hickson, 2016). In this research simple thematic analysis is
done using qualitative data analysis techniques to make out clear indication of results.
Timeline of research activities
Activities/(Duration in weeks)
1-
2 3 4 5 6
7-
10
1
1
1
2
1
3
1
4 15
Further research to select the research topic
Brief research, rationale and aims and
objectives
Conducting literature review on chosen topic
Deciding research methodology
(Research approach, design, method and
others)
Data collection
Data analysis and finding
Submission to the tutor
Modifications as per the requirement
Final submission to the tutor
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LO 2
P3 Conduct primary and secondary research using appropriate methods for a business research
project that consider costs, access and ethical issues.
METHODOLOGY
Research design
This will be defining what type of study will be done like whether it would be of
descriptive or experimental and literature review part. This design will mainly base on type of
research which is to be undertaken like what is aim and objective how to collect data related to
that topic (Keller, 2016). Within this research project design will be descriptive type that will be
defining how digital technology will be impacting.
Research philosophy
In this current research project philosophy which will be undertaken is that of
interpretivism that is helping researcher will be focusing on social science and then for taking
out results from the concluding results.
Data collection
This is the most important section of research which will be including collection and
gathering of information so that it is easily interpreted for results purpose. So in this both
primary and secondary methods of data collection will be used so that it could be broken down
very meaningful and resourceful way (Nadeem, Andreini and Laukkanen, 2015). In primary
questionnaire will be prepared by taking about 100 customers of M&S so that results could be
made and in secondary books and journals will be taken to study.
Sampling
It is known to as taking out smaller size of sample from larger respondents which will be
helping to make out impact of digital marketing on behaviour of consumer buying. The size of
sample will be of 100 customers of M&S.
Data analysis
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It will be interpreting data using various techniques so that it becomes easy to take out
conclusion and then recommendations based on them. Within this qualitative data analysis will
be done by taking thematic form (Baker and Saren, 2016).
P4 Apply appropriate analytical tools to analyse research findings and data.
RESULTS and FINDINGS
Theme 1: Time of accessing internet to research products, price and information.
Particular Respondents
Daily and multiple times in day 40
Weekly 5-7 times 10
Once a week 30
Less than a month 20
Total 100
Figure:
Figure 1: Time of accessing internet to research products, price and information
Theme 2: Sources of gathering information about products
Particular Respondents
Search engines 20
Product review 10
Company website 30
Advertisements 20
Others 20
Total 100
Figure:
Figure 2: Sources of gathering information about products
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Theme 3: Mode of payment while opting internet shopping
Particular Respondents
Credit card 30
Debit card 20
Cash on delivery (COD) 20
Others 30
Total 100
Figure:
Figure 3: Mode of payment while opting internet shopping
Theme 4: Type of information
Particular Respondents
Price 40
Quality 20
Attribute 30
Quantity 10
Total 100
Figure:
Figure 4: Type of information
Theme 5: Preferring internet shopping
Particulars Strongly
Agree
Agree Neither
Agree nor
Disagree
Disagree Strongly
Disagree
Total
Ease of finding
products
30 10 10 20 30 100
Convenience 25 15 20 30 10 100
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Figure:
Figure 5: Ease of finding
Figure 6: Convenience
Theme 6: Satisfaction with product bought using digital channels
Particular Respondents
Yes 40
No 20
No idea 40
Total 100
Figure:
Figure 7: Satisfaction with product bought using digital channels
LO 3
P5 Communicate research outcomes in an appropriate manner for the intended audience.
Interpretation 1: Time of accessing internet to research products, price and information.
About 40 of them said that they visit internet for accessing for product, price and
information on daily and multiple times a day. 10 of them visit 5-7 times weekly, 30 of them
visit once a week and 20 of them visit less than a month.
Interpretation 2: Sources of gathering information about products
20 of them said that the source of gathering information about products is search
engines, 10 of them gather for product’s review. While 30 of them said that they visit website
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of company, 20 of them said that adverstiment is the source of information collecting and 20 of
them said others will be the sources.
Interpretation 3: Mode of payment while opting internet shopping
Among them 30 included that credit card is the mode of payment while doing online
shopping, 20 of them opted debit card, 20 of them preferred cash on delivery and 30 of them
opted others like that of net banking.
Interpretation 4: Type of information
Out of 100 40 of respondents included that while online surfing they gather information
of price of different products and 20 of them said that they take information of quality. While
30 of then take that of attribute and 10 of them take of quantity.
Interpretation 5: Preferring internet shopping
Particulars Strongly
Agree
Agree Neither
Agree nor
Disagree
Disagree Strongly
Disagree
Total
Ease of finding
products
30 10 10 20 30 100
Convenience 25 15 20 30 10 100
30 of them strongly agreed that they prefer internet shopping for easy for finding
products while 25 said that of convenience. 10 of them agree with ease of finding and 15 of
them for convenience, 10 of them were neutral for ease of finding and 20 were for
convenience, 20 and 30 of them disagreed form ease of finding and convenience respectively.
While 30 and 10 of them strongly disagreed form ease of finding and convenience respectively
Interpretation 6: Satisfaction with product bought using digital channels
40 of them said that they are satisfy with product which they purchased form digital
channels, 20 of them were not satisfied and 40 were having no idea as they were not using
digital channels for purchasing.
LO 4
P6 Reflection
RECOMMEDATION
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It is then recommended that company should be having variety of mode of payments
like that of debit and credit card, cash on delivery and others as well net banking. While they
should be making more type of information like that of price, quality, attribute and quantity.
From this above research I have learnt how to use various methodologies within research work
with use of correct data collecting and analysing tools. Other than this I have also studied that
there are many sources of collection of data which is including primary and secondary one. It
will be easy for me to further conduct more research on this same topic with overcoming
weakness in this current research. The best part of research is the choice of topic and that of
company as this gave me good and wider platform for understanding what is impact of digital
technology on working and operations of M&S. but rather I must have included more
respondents from the company who will be giving me clearer idea of impact of digital
technology on M&S. so in future I should be laying more emphasis on use of correct methods so
that I’m being able to draw conclusion which is more useful for me.
P7 Alternative research methodology
It is been concluded from the above research that company should be making their
efforts so that they are been able to satisfy their customers (Dessart, Veloutsou and Morgan-
Thomas, 2015). About maximum customers included that they are been using internet
shopping and mode of payment which is all due to their awareness and education of online and
internet shopping.
CONCLUSION
In the present research study, quantitative analysis has been used. The research can be
done by using qualitative analysis also. The methods of data collection would have been
changed from questionnaire to interview. Researcher would have conduct interview at Mark
and Spencer in order to conduct research. Research philosophy would have been changed to
positivism as it helps in analysing factual data collected. Convenient sampling method would
have been used as participants participation would be basis of their own convenience. From the
research I have learned that carry out research study is not an easy task as I have faced loads of
issues from formulation of aim to analysing and synthesising data. I can learn from the mistakes
I have made and will improve in future research.
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REFERENCES
Books and Journals
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APPENDIX
Q1 How often do you access internet to research products, price and information
 Daily and multiple times in day
 Weekly 5-7 times
 Once a week
 Less than a month
Q2 What is the source of gathering information about products?
 Search engines
 Products reviews
 Company website
 Advertisements
 Others
Q3 What is the mode of payment while adopting internet shopping?
 Credit card
 Debit card
 Cash on delivery
 Others
Q4 What type of information will you be collecting
 Price
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 Quality
 Attribute
 Quantity
Q5 Why do you prefer internet shopping?
(Strongly Agree=1, Agree=2, Neither Agree nor Disagree=3, Disagree=4, Strongly Disagree=5)
Particulars Strongly
Agree
Agree Neither
Agree nor
Disagree
Disagree Strongly
Disagree
Ease of finding
products
Convenience
Q6 Are you satisfied with the product bought using digital channels?
 Yes
 No
 No idea
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