This project proposal investigates the impact of the internet on consumer behavior, with a focus on the fashion retail industry and Primark. It begins with an overview, background, and research rationale, emphasizing the significance of understanding consumer buying habits in the digital age. The research aims to examine the internet's role in shaping consumer behavior, analyzing the influence of social media on Primark's customers and identifying marketing challenges. The proposal outlines research objectives, questions, and a literature review that explores consumer behavior, social media's influence, and marketing challenges. The methodology includes a positivism research philosophy, quantitative research methods, a survey strategy, and data analysis techniques. Potential outcomes, a conceptual map, a Gantt chart, and a risk register are also included, providing a comprehensive framework for the research. The project highlights the importance of social media in influencing consumer behavior and reaching global consumers, offering a detailed plan for investigating the topic.
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