Impact of Digital Marketing on Customer Perception: A Zara Study

This report investigates the influence of digital marketing on customer perception, using Zara as a case study. The report explores Zara's digital marketing strategies and how they affect customer attitudes and behaviors. It examines the importance of digital marketing for organizations, the impact of customer perception on Zara's performance, and the relationship between digital marketing exposure and customer perception development. The research employs a quantitative methodology, using questionnaires and secondary data sources to analyze the effects of various digital marketing platforms. The report aims to provide recommendations for forming positive customer perceptions through digital marketing, offering valuable insights for businesses seeking to enhance their brand image and customer engagement in the digital realm. The report includes sections on research methodology, data collection, and analysis, concluding with findings and recommendations for Zara and other organizations.

Reflection 4:
I am very happy that I got
this opportuinity for
being a part of this
project which not only
help in getting me aware
about the several kind of
bio tecghnology that are
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used within agricultural
industry for imrproving
iots practices but also
support me in getting my
personal development
doen throughout this
project. The experience
throughopit this project
2

was great and I presented
my learning and
experience with the help
of self reflection which is
presented below:
Personal reflection
In order to execute this
project a team was
3

formnulated which work
toward gathering the
infomrtaion and try to
provide action that can
be takern to overcome the
challenges or ixssues that
agricyultural industry is
already facing wit
4

So, to continue with this
in future I made certain
views abouit the things
that I will perform in
5

ordre to approach a team
work.
. Other than this I decide
to give equal chance to
each individual in team
for keeping their view
point nad suggestions
toward a particulat and I
6

will value them so that
more coordination in
team can be established
whichj not only help in
reducing the burden of
worek but also allow in
perfoming it well.
7

Research portfolio
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CONTENTS
Contents...........................................................................................................................................2
Title: Impact of digital marketing in forming up the customer perception.....................................3
Background to research topic..........................................................................................................3
Background of research organisation..............................................................................................3
Research rationale............................................................................................................................3
Research questions...........................................................................................................................4
Research aims and objectives..........................................................................................................4
Aim:.............................................................................................................................................4
Objectives....................................................................................................................................4
Research methodology.....................................................................................................................4
Timescale.........................................................................................................................................6
Resources.........................................................................................................................................6
REFERENCES................................................................................................................................8
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Title: Impact of digital marketing in forming up the customer perception
Background to research topic
Digital marketing has now become one of the most trending concepts within the business
world where an organisation makes use of online platform in order to circulate its message
among the target market personally and more quickly (Chaffey and Ellis-Chadwick, 2019). The
online platform is mainly used to approach more and more people and provide them an exposure
with more detailed and well managed information which they actually required in order to form
up their decision. In today’s technological driven world customer mainly prefer to access each
and every information about the organisation using digital platform as there is huge information
available which is not only presented by an organisation but also from the experienced customers
(Yeung and Ang, 2016). This all contribute a lot in forming up the perception of a customers
toward a particular brand which in turn directly influence their interaction as well as frequency
of transaction with the company.
Background of research organisation
The digital marketing is mainly performed to presented more personalised and specific
information need of an individual toward a particular brand. For performing this study ZARA is
consider which is larger multinational fashion retailer that offer its clothing throughout the world
by maintaining chain of retail outlets (Rovai, 2018). Additionally it also maintain its online
presence where it use multiple channels or medium in order to maintain interaction with its
customers so that it become able to develop a positive customer perception toward the brand and
the sales as well as profitability if the company can be maximised.
Research rationale
The main aim behind conducting this study is to gather an understanding regarding the
manner in which digital marketing support an organisation to influence the perception of its
customers toward the brand. Other than this, the investigation will also support the investigator
to represent the recommendation through which an organisation can improve its brand image in
front of customers by influencing their perception in positive manner. The findings of the study
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help several other organisation to take references of its and formulate effective strategies with the
help of which they become able to get positive response from their consumers.
Research questions
 What is the importance of digital marketing for an organization?
 Explain about the influence that customer perception brings over the performance of
ZARA?
 What is the relationship between exposure of digital marketing platform and development
of customer perception toward Zara?
 What are certain recommendation about the ways that help in forming up positive
customer perception toward brands using digital marketing?
Research aims and objectives
Aim:
To investigate the role of digital marketing in forming up the customer's perception
toward an organization. A study on Zara.
Objectives
 To determine the importance of digital marketing for an organization.
 To identify the influence that customer perception brings over the performance of ZARA
 To ascertain the relationship between exposure of digital marketing platform and
development of customer perception toward Zara.
 Recommend the ways that help in forming up positive customer perception toward
brands using digital marketing.
Research methodology
The research methodology is considered to be a significant part within an investigation as
represent set of techniques, approaches and methods that will be used by an investigator in order
to perform investigation by gathering, evaluating and presenting the information in significant
manner (Taherdoost, 2016). The research methodology provides guidance to the researcher by
directing them toward the each and every type of action to be performed so that most appropriate
information can be presented and evaluated to extract out best possible outcome. The methods
used within the present study are mentioned below:
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Research methods: - It is mainly defined as the type of method used for gathering the
information about the investigation in relation with the objectives of the study. Quantitative and
qualitative are consider to be two main methods used for performing an investigation. Among
them quantitative investigation will be used to perform this investigation which support in
gathering the quantified facts and figures regarding the role that digital marketing has performed
toward forming up the consumers perception so that a better relationship between two factor can
be form up (Tuohy and et.al., 2013). The research method plays a significant role in extracting
out the findings that help in ensuring the accomplishment of research objectives.
Sources of data collection: - It is about the sources that are used to collect the
information about a particular area of investigation. There are medium liked primary or
secondary source is used to collect the information. But under this investigation both the sources
of data collection will be used which help in evaluating the present information with the past
available one so that better understanding can be developed. In this the primary information will
be gathered with the help of questionnaire which is consider to be most effective tool that help in
collecting view point of larger number of people at a time (Walliman, 2017). On other side,
secondary information is mainly collected with the help of online sources such as books,
journals, articles etc. where the information presented by already available information is being
presented.
Research approach: - It is method which help in analysing the gathered data effectively
so that it can be converted into more meaningful information so that objectives of the
investigation can be achieved. Hence, it is essential for investigator to choose right kind of
approach so that appropriate findings can be extracted. Inductive and deductive are two kind of
approaches used within an investigation. Among them deductive approach will be used as it help
in analysing the quantified data to make it more meaningful that help in determining eth actual
role digital marketing has played within the influencing the consumer perception. This help in
presenting more accurate and reliable data which represent the reliability as well as validity of
the study.
Research strategy: - It is tactics that are used within an investigation in order the gather
the information regarding the current study area. There are number of strategies which are
mainly used to conduct an investigation such as case study, survey etc. For performing this
investigation survey method will be taken into consideration which help in collecting primary
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