Evaluating Digital Marketing Tools & Buying Decisions at Next plc

This report investigates the influence of digital marketing tools on consumer buying decisions, specifically focusing on Next plc. The study aims to understand the role of digital marketing, analyze factors impacting consumer decision-making in the retail sector, evaluate the impact of digital marketing tools on Next plc customers, and recommend strategies to improve consumer buying decisions. Employing an inductive approach and qualitative research methods, the research utilizes interpretivism philosophy and thematic data analysis. Primary data is collected through surveys from 30 Next plc customers, while secondary data is gathered from various sources. The study anticipates identifying key factors in digital marketing that influence consumer behavior and provides insights into how organizations can effectively utilize these tools to enhance product promotion and customer engagement in a competitive market. Ethical considerations are prioritized to ensure data privacy and security.

Topic : Digital marketing tools influencing
buying decisions of customers in retail
industry- A study on Next plc.

Table of Contents
• INTRODUCTION
• BACKGROUND OF THE STUDY
• RESEARCH AIM AND OBJECTIVES
• RESEARCH QUESTIONS
• RATIONALE OF THE STUDY
• LITERATURE REVIEW
• RESEARCH METHODOLOGY
• RESEARCH APPROACH
• RESEARCH TYPE
• RESEARCH PHILOSOPHY
• DATA COLLECTION
• SAMPLING
• DATA ANALYSIS
• ETHICAL CONSIDERATION
• TIMELINE
• EXPECTED FINDINGS
• REFERENCES

BACKGROUND OF THE STUDY
• This report study will provide information about diversification in digital marketing
tools influence performance of organization and customer purchasing decision.
Continuously changes in marketing activity. Its difficult to evaluate and identified
which factors are essential. Next plc is all above retail industry in UK.
• On the basis of identification of digital market they also decide to implement but it
highly influences consumer behaviors.
• RESEARCH AIM AND OBJECTIVES
Aim: The aim behind initiating current study is to evaluate digital marketing tool affects
buying decision of Next plc consumers.

Objectives
• By taking into consideration the above aim, following objectives have been
drafted:
• To understand the role digital marketing.
• To analyse factors that impact on decision-making activities of consumers in
retail sector.
• To evaluate the impact of digital marketing tool over the Next plc customers
decision-making process.
• To recommend strategies pertaining to digital marketing that impacts
consumer buying decision-making.
•
• Research Questions
• What is the role of digital marketing tools?
• Which factors affects customer decision-making in retail industry?
• What are the role of digital marketing applications influences Next plc
customers decision-making?

RATIONALE OF THE STUDY
• The major reason for doing this research is to evaluate customer
decision-making activity influence by digital marketing tools because
they provide effectiveness in product promotion which term develop
attraction towards with they multiple types of product from different
brands.
• LITERATURE REVIEW
According Winter, (2021) to customer buying decision and
origination easily understand that their product and services will
influence by other organization marketing activity. Consumer decision-
making process is getting very complex when consumer use digital
marketing tools for product buying decision and it develops business
challenges because multiple organization uses this tools for their product
promotional aspect.

RESEARCH METHODOLOGY
Research Approach
• For evaluate and analyze the impacts of digital media tools
for Next plc customers decision, inductive approach will be applied.
Qualitative research is useful for identifying and research conduct
activity about customer buying influences.
Research Type
• For calculating and analysing the role of digital marketing
tools over the decision-making of customers, qualitative research type
will be chosen by the scholar. Furthermore, the aspects have been
effectively explained with the help of qualitative method.

CONTINUE..
Research Philosophy
• Application of Interpretivism philosophy will be used in this research because it evaluates qualitative
data that pertains the role of digital marketing tools over the decision-making behaviour of next plc
customers.
•
Data Collection
• For primary research, survey will be conducted among the randomly selected 30 customers of next plc
through the medium of questionnaire. Secondary data collection is complex activity because it requires
consideration and knowledge about scientific and methodology approaches (Kushwaha and et.al., 2020)
•
Sampling
• For this specific issue researcher conduct survey from 30 customers of next plc will be selected referring
purpose sampling technique.

CONTINUE..
• Data Analysis
There are two types of data analysis: Thematic and statistical. Thematic data
analysis is process qualitative data analysis which means data analyse by interview basis,
survey and social media platforms. It gives idea about people perception, views, experience,
and knowledge. Statical data analysis is quantitative method which require more time,
scientific approaches, methodology etc.
• For current study, Thematic perception test technique will be used which beneficial
analyzing qualitative data effectively. Accordingly, by into consideration the responses of
varied customers, several themes will be prepared and data analysis will be done through
proper graphs representation.
• For current study, Thematic perception test technique will be used which beneficial
analyzing qualitative data effectively.

CONTINUE..
• Ethical Consideration
• Consideration of ethical terms of research is very important aspect
because when researcher decide to collect data for essential for specific
reason identification, they have responsibility that they consider legal rules
and implement activity for data that its not become viral and stay safe and
secure (Davida, 2021).
• Researcher has to decide and they have responsibility to consider that they
implement and generate specific note on their research quaternaries paper.

CONTINUE..
• EXPECTED FINDINGS
• This study has been useful for evaluating the different factors of digital marketing
tools influence consumer decision-making activity because most of the organization
utilize this technique for product selling.
• And in the competitive market people have various options which influence activity of
organization. It has been clear that application and utilization of research methodology
makes better understanding about customer behaviour influence by digital marketing
tools.

REFERENCES
Books and Journals
• Zhibao, D., Lü, P. and Chao, L., 2020. Research Methodology of Martian
Aeolian Geomorphology. Advances in Earth Science. 35(8). pp.771-788.
• Winter, D., 2021. Voicing a Practitioner Research Methodology: Further
Framing the Conversation. Voice and Speech Review. 15(1). pp.76-88.
• Warokka, A.,and et.al., 2020. Digital marketing support and business
development using online marketing tools: An experimental
analysis. International Journal of Psychosocial Rehabilitation. 24(1).
pp.1181-1188.