E-Marketing Strategies and Consumer Purchase Decisions: Burberry Ltd

This dissertation explores the influence of E-marketing on consumer purchase decisions, using Burberry Ltd as a case study. It begins with an introduction to E-marketing, defining it as the planning and implementation of marketing strategies within a networked environment. The research objectives include understanding E-marketing, identifying factors that change consumer purchase decisions towards Burberry Ltd, evaluating the benefits of E-marketing, and examining the challenges faced by Burberry. The study employs a quantitative research method and deductive approach, utilizing primary data collected through questionnaires from 30 Burberry Ltd employees. The literature review covers basic E-marketing concepts, factors affecting consumer decisions such as cost efficiency and brand image, the benefits of E-marketing in changing consumer behavior, and the challenges faced by Burberry Ltd in using E-marketing. The data analysis and findings chapter presents the results of the questionnaire, while the conclusion summarizes the key findings and provides recommendations.

Dissertation

Contents
Contents...........................................................................................................................................2
Chapter 1: INTRODUCTION.........................................................................................................3
Overview of the organisation.......................................................................................................3
Rationale for the research............................................................................................................4
Significance of the research.........................................................................................................5
Outline of the research methods..................................................................................................5
Chapter 2: Literature review............................................................................................................6
Theme 1: Basic understanding about E-marketing......................................................................6
Theme 2: Factors that change the purchase decision of consumer towards Burberry Ltd..........7
Theme 3: Benefits of E-marketing in changing consumer purchase decision towards Burberry
Ltd..............................................................................................................................................10
Theme 4: Challenges faced by Burberry Ltd while using E-marketing for changing consumer
purchase decision.......................................................................................................................12
Chapter 3: Research Methods........................................................................................................14
Chapter 4: Data analysis and findings...........................................................................................20
Chapter 5: Conclusion...................................................................................................................39
REFERENCES..............................................................................................................................43

Chapter 1: INTRODUCTION
E-marketing is defined as the procedure of effective planning and implementing the
conception, promotion, distribution and pricing of goods and services within a networked
environment such as world wide web, internet and so on. E- marketing is the process of
influencing number of people by using marketing channel over the internet. This is important for
each organization to use different types of marketing channel for the purpose of reaching their
targeted customers and attain productivity. A person should have proper information about needs
of people and bring out changes accordingly that can help to complete task. In addition to this, it
is basically the practice of leveraging web-based channels which spread to message about
organisation’s products, brand, services to its customers. There are different methods as well as
techniques of E-marketing such as display advertising, social media, email, search engine
optimisation and many more (Hanlon, 2019). In the present time period, most of the
organisations make use of E-marketing with the objective to promote their offerings to large
number of customers. It also help companies to increase its customer base level and enhance its
market share in an effective manner. It is vital for organisation to use E-marketing methods such
as social media, SEO as almost most of the population uses such techniques on daily basis that
further has positive impact on the sales and profitability of an organisation. The aim of the study
is to analyse the influence of E-marketing on purchase decisions of consumers.
Overview of the organisation
For the present report, Burberry is chosen as a base company. It is a British luxury fashion
house which was established in year 1856 and headquartered in England. The company designs
and distributes footwear, eyewear, leather goods, trench coats, fashion accessories and many
more. It has presence in around 421 locations which shows Burberry Ltd has high market
presence and share as well. In addition to this, it has around 10,000 talented and skilled staff
members which is one of the main reason of its success and growth at marketplace. The
company offer products as well as services both online and offline because of which it has high
customer base level. This is larger size organization that sales range of products and services at
retail prices which can help to targets the people and accomplish business goals. The
management of such organization uses different types of marketing channel or process to reach
their customers and increase sales. With the help of E-marketing, managers of Burberry are able

to attract large number of customers towards it that further leads in raising performance and
profitability level. It also allows company to fight with its competitors and attain competitive
advantage at marketplace. In order to improve its performance and to satisfy requirements of
customers, its higher authorities conduct present study which assist to identify the influence of E-
marketing on purchase decision of customers.
Research aim:
"To identify the direct impact of E-marketing on purchase decision of consumer": A
study on Burberry Ltd
Research objectives:
 To increase basic understanding about the E-marketing
 To discern the factors that change the purchase decision of consumer towards Burberry
Ltd
 To evaluate the benefits of E-marketing in changing consumer purchase decision towards
Burberry Ltd
 To examine the challenges faced by Burberry Ltd while using E-marketing for changing
consumer purchase decision
Research Questions:
 What is the basic understanding about E-marketing?
 What are the factors that change the purchase decision of consumer towards Burberry
Ltd?
 What are benefits of E-marketing in changing consumer purchase decision towards
Burberry Ltd?
 What are the challenges faced by Burberry Ltd while using E-marketing for changing
consumer purchase decision?
Rationale for the research
One of the main reason to conduct this study is to analyse the impact of E-marketing on purchase
decision of consumer. Research is the careful consideration of study regarding particular topic
and scientific methods which are used to complete the task. This is important for individual to
understand what is running in market ad how to achieve targets. In addition to this, the present

study assists to know about factors which change the purchase decision of customers towards
online buying. Research will help to understand that how companies uses marketing for the
purpose of reaching their targets and manage performance. It also helps to gain knowledge about
the challenges faced by companies while using E-marketing to change consumer purchase
decision. E-marketing is one of the important concept in the present time for an organisation in
order to gain success at marketplace. Apart from this, it assists to learn and improve research
skills such as time management, data analysis, data interpretation and so on. Moreover, it also
assists investigator to enhance skills like communication, time management, problem solving
and so on. Furthermore, it helps to implement future studies in effective and systematic manner
that leads to achievement of positive results (Zitkiene, and et. al., 2021).
Significance of the research
E-marketing is one of the important aspect for an organisation in order to remain
competitive and gain growth at marketplace. In business environment customer is god for each
business organization who identify its own need and select the best product that can help to
provide satisfaction. The management of organization is requiring to use different channel of
marketing that helps to reach targeted customers and increase sales. In the present time period,
most of the consumers are shifted towards online platform in order to buy products instead of
offline or purchase it from physical stores. E-marketing allow an organisation to increase its
customer base level, market presence, performance level, market share, profitability and many
more (Kostin, 2017). Moreover, it also allows company to improve its brand image which further
assist to retain as well as attract customers towards the brand. This study will help respective
organisation to know about the factors that change purchase decision of consumer towards
buying its products. Apart from this, it assists to know about challenges arise while using E-
marketing for changing consumer purchase decision that further help in developing strategies
and overcome with it in an effective manner. Furthermore, the study has high significance as it
will help company to strengthen its customer base and enhance its performance in an appropriate
manner.
Outline of the research methods
For conducting the study, Quantitative research method will be used by researcher as it help
in collecting data based on facts and figures and also consist of numerical information. In
addition to this, deductive research approach will be applied as it assists to evaluate quantitative

data. Primary data collection method will be used to collect information and for this
questionnaire will be developed by researcher. The main reason to select questionnaire is it help
in gaining in-depth knowledge about topic and also collect data in quantitative form. Moreover,
Random sampling which is a form of probability sampling method will be taken into
consideration and 30 employees of Burberry Ltd is chosen as participants for gathering the
primary information (Babalola, Lateef, and Zekeri, 2020).
Chapter 2: Literature review
Theme 1: Basic understanding about E-marketing
According to Ahsan Ali Shaw, (2019), E-Marketing basically means a process of planning,
conceptualizing, promoting and pricing products or services in a digital manner to satisfy the
demands of customers. This concept is becoming very important as well as popular with the
changing times having multiple advantages for almost all types of businesses. The strategies
related to e-marketing are considered to be quite efficient in achieving goals and objectives of
company. In other words, E marketing is the continuous process of marketing a brand, product
and services using internet through mobile devices and computers. The salient features of e-
marketing clearly states that it is definitely economical as compared to traditional marketing.
Without marketing it is difficult for organization to sale products which as people is not aware
about products and services which they have launched. The marketing management is the
important person who analysis market and introduce products which can help to complete the
business goals and maintain higher performance. With the involvement of almost zero cost,
element of risk does not exist in different marketing moves. An automated marketing system is
becoming a need of the hour because it eliminates chances of hindrances arising due to follow up
failure. This encompasses all activities a business conducts via worldwide web with the aim of
attracting new business, retaining current business and developing its brand identity. E-
marketing also plays an important role in collecting a wide range of data regarding customer in
order to personalize marketing tactics. This technique or a tool of marketing is helping
companies to tap huge target markets in a very short span of time. When the marketing strategies
becomes dynamic it's application becomes easy. That is what e-marketing does, it makes the
approach towards application and execution of marketing strategies become simpler in different
situations.

As per the view point of Julia McCoy, (2021), E-Marketing is all about targeting the right
audience at right place and at right time because this has become the most affordable way to
reach out to the prospect. The author has considered this concept as an umbrella which encloses
a vast range of marketing strategies and other tactics. It includes the element of flexibility and
affordability for the organisations while marketing their offerings. With an interactive approach,
e-marketing can be used by the organizations to track its customers and reach them easily
(Impact of E-Marketing on consumer buying behaviour, 2021). It has seen that buying behaviour
of customers does not remain same as it changing according to trend that directly impacts on
organizational sales and productivity. If products and services are relevant or reliable to
customers, then it will be great opportunity for organization to grow their business. In relation to
Burberry Ltd. Marketing management is playing important role who conduct environment
analysis and introduce different kind of products and services which can help to reach the
targeted customers and increase organizational sales. The aim of business industry is to develop
organizational sales by offering range of products so that different types of marketing channel
used by management to accomplish their goals. This will help the customers to analyse, evaluate
and compare the products and services offered to them with competitor’s brand. The most
important aspect of e-marketing is that this concept has the ability to reach out to the masses
around the globe. It is not possible to reach masses with a proper pace with traditional media like
print and broadcasting but on the other hand e-marketing can prove to be the best tactic to grab a
huge market share in a one go.
Theme 2: Factors that change the purchase decision of consumer towards Burberry Ltd
According to Wiebke Reile, (2021), E-Marketing is becoming a new trend in the
competitive world having a major influence on the behaviour of customers. With technological
advancements, e-marketing is becoming a part of Burberry's integrated marketing practices such
as email marketing social media marketing and many more. There are some factors that are
affecting consumer purchasing decisions which are mentioned below: Cost efficiency: Cost is effective factor for each organization and customers as it
influences number of people to buy or not to buy products. If cost of products is
reasonable then it customer make decision to buy. With e-marketing, Burberry started
providing its products at a lower cost to the customer on online platforms. This directly
affected the buying behaviour of the consumers because they are not going to pay a

higher cost offline if product is available at low cost on digital platform (Salome, and
Ofunre, 2019). Internet shopping experience: As trend is changing where technology is introduced by m
management to may easier process of buying for customers. Internet defined as
important aspects which used by individual to see, feel, and making right decision
regarding particular items. While shopping online, customers also got an advantage to
know about the reviews of product and services. Therefore, e-marketing is affecting the
decision making process regarding Burberry's products or services sitting from home
without going out resulting into enhancing their shopping experience. This also helps to
develop understanding regarding product and manage performance (Kaur, Mishra, and
Mallik, 2021). Availability: This factor is required to check availability of products and services that can
help to take decision. Internet is active 24/7 and hence, customers can access to the
information related to any product or service of Burberry at any time. This helps in
making it easy for the customers to get what and when they need a product or service.
This is important for chosen organization to provide their buying facility 24/7 hours that
can help to increase sales and develop business. Provides variety of options: As needs are changing of customers where it became
important to offer range of products and services out of them best one could be selected
by customers. The customers can have access on many products of different range
irrespective of its size, colour, quantity or style. Therefore, Burberry is providing an
essence of convenience to its customer. The organization understands changing needs of
their customers and brings more products that can help to develop organizational
performance (Algnaidi, Tarofder, and Azam, 2021). Comparison: The aim of people is to choose best and affordable product after
researching the market that can help to feel good and special. Consumers usually aims at
wanting best value at best price and Because Burberry's product are listed digitally,
customers can also compare them with the brands easily. It has seen that there are many
supermarkets in market who are competitors of Burberry where it became important for
management to select right pricing strategy, quality, and variety of products which can
help to develop organizational productivity and performance.

 Convenient and safe: The customers have opted for shopping online especially during
the COVID 19 pandemic, this change in their decision to shop online rather than tradition
shopping has enabled Burberry to attract a large customer base towards its business
(Factors influencing online shopping behaviour of consumers, 2021). The aspect of
convenience promotes customers to buy products and services without the need to
venture out which eliminates various other challenges that go along with consumerism
such as waiting in lines and battling bad weather enhancing customers overall purchasing
experience (Manggu, and Beni, 2019). Personalization: With e-marketing, Burberry is able to provide its customers with
personalized preferences to their shopping experience by utilizing various advertising
techniques that cater to the needs of their targeted customer base. This ensures a constant
flow of relevant and fresh update of products and services are provided to customers,
who would be potentially purchase by them. Through this advantage of e-marketing
Burberry's can serve millions of customers with various items and products based on their
personal interests.
 Communication channels: The consumer’s constant interaction on internet while
shopping can require assistance during the time of purchase. Therefore, Burberry
provides its customers access to customer services and automated chat bots that assist
them in solving their various queries during purchasing or queries related to products and
services. The presence of a constant communication channel keep customers engaged and
informed about the products and services which affect their decisions while purchasing.
This provides customers with satisfaction while shopping and create a positive impact on
Burberry's business (Akash, 2020).
Thus, from the above it can be explained that there are many factors which should be use by
Burberry Ltd to reach their customers and increase sales. With the help of cost and availability
people feels good and many buying decisions. The company uses various technique for making
feel customer personalization that can help to managing all functions and activities effectively.
The communication channel in changing environment is also important factor that should be
focused over needs of people and sharing information regarding particular product and services
which helps to attain business goals.

Theme 3: Benefits of E-marketing in changing consumer purchase decision towards Burberry
Ltd
According to Amreen Bhujwala (2019), E-marketing plays an important role in changing
consumer purchase decisions effectively to achieve its organizational goals. Regardless of the
type of e-marketing a company is choosing, the major aim is at making the brand more visible
and accessible. In relation to Burberry, there are many benefits of E-marketing that are helping
the company to grab good share of target segment in the market. They are mentioned below: Helps in building brand recognition - Every organization has dream to build their
recognition in changing environment and would lead effectively. Due to changing trend
E-marketing is best option that used by organization for the purpose of managing all
functions and reaching customers. E-Marketing is helping Burberry in building brand
recognition among the target audience. It keeps them engaged with its product range with
a constant flow of interaction through positive response towards business strategies. Reach global audience – E-marketing is useful for each organization as it creates the
global present in whole world and maintaining higher performance. This helps in creating
new opportunities for Burberry to tap the target customers globally which helps in
increasing the revenues and business to grow to greater heights. Therefore, e-marketing is
considered as an important component for the company to achieve its goals. This is
important for each organization to understand what is running in environment and how
customers would be satisfied then kind of products and services are launched accordingly
(Iovino, and Migliaccio, 2019). Providing clear product information: If someone identified its needs then it is important
to get full information about products as it helps to make right business decision.
Burberry is involved in marketing the details of the product in its promotion campaigns
helping in higher level of conversions. The information is used in different purpose and
bringing changes at the workplace that can help to accomplish the business goals. This
directly helps in increasing the profitability of the organization (Guide to E-marketing,
2021). Near real-time interaction between the marketer and the end user – E-Marketing is
providing benefits to marketing and users as it creates the good relation between them
and maintain higher performance. Marketing is those people who conduct market

analysis to gather information, and user refers to customer that identify market and
choose product that can provide the satisfaction. This can help to develop the
organizational performance and increase productivity. In relation to Burberry Ltd,
management used E-marketing for the purpose of maintaining good relations between
users and marketers that can help to provide the products and services accordingly and
accomplish business goals. Building customer trust: In running a business customer trust is important which is
created by organization by providing right information and better quality of products. The
management should be aware from customer’s behaviour and brings changes as per
customer feedback that can help to feel good and attain goals. With e-marketing in
Burberry's, a new way of building trust has been emerged which is targeting on adding
value to the business. This helps in building a sense of customer trust towards the
company and its goods and services. This is another benefits which is taken by selected
organization with the help of E-marketing customer develop their trust by getting full
information regarding product which they are providing. Boosts sales: To increase organizational sales it is important to use online marketing that
can help to increase the organizational sales and productivity. E-marketing is helping
Burberry in executing its marketing goals which helps in increasing the sales massively.
With high level sales, the company is also at advantage of having a huge market share
among all its competitors on global levels (Padmalia, 2019).
As per the view point of John Bell, (2021), E-marketing involves various benefits that is
gained by an organisation and also change the decision making of consumers. This factors is
given below: Segmentation: E-marketing is assisting Burberry to list each market segments based on
demographics, interest, past behaviour, etc. that help in creation of marketing message
that can speak directly to each targeted segment. This ensures the company is able to
provide more relevant and personalized information about their products and services
which attracts a wider customers base that is segmented based of their specific needs.
This provides customers with satisfaction during their purchase of products and services
enabling Burberry to increase their profits and promote their brand image.

 Low cost: With E-marketing in Burberry's, the company is able to save cost when
compared to other marketing channels. This form of marketing enables the company to
market its products and service in a cost effective manner and gain quality returns.
Marketing through blogs, social media and search engine optimisation cost Burberry's
less when compared to traditional marketing (Benefits of Internet Marketing for
Businesses, 2021). This ensure company has a competitive edge in the global market
when compare to their competitors and helps them attract customers with minimum cost
during marketing.
 Gather feedback: Through E-marketing Burberry is able to attain crucial information
about its customer base through feedback, which provides them detailed data on customer
preferences and needs in the market. The feedback enables the company to measure
customers’ satisfaction while purchasing their products and services, this allows a
company to improve and adapt their line of products and services according to customer
feedback which enhance their relationship with customers. It also enhances the customers
experience as they feel their opinions are valued by the company (Prabowo, Hamsal, and
Simatupang, 2019).
Thus, from the above it can be explained that Burberry is getting various benefits by using E-
marketing that can help to reach targeted customers and manage all functions properly. The
organization uses competitive pricing strategy for the purpose of selling its products in
competitive environment and attaining the business goals.
Theme 4: Challenges faced by Burberry Ltd while using E-marketing for changing consumer
purchase decision
As per the view point of Chris Leone, (2015), E-marketing is one of the effective and useful
way adopted by an organisation in order to aware large number of customers in less time period.
On the other hand, it is determined that companies faced major challenges at the time of using E-
marketing with the objective to change consumer purchase decision. One of the major issue that
is faced by respective organisation is its competitors as it is analysed that there are high number
of rivals prevail at marketplace who offer same marketing techniques to offer the products. In
addition to this, the competitors focus on bringing more effective strategy in market that attract
large number of customers and also make customers to switch to their existing brand (Challenges
marketers are facing to E-marketing, 2019). This challenge impact directly on the overall sales

and performance of a company in a negative manner. Another challenge faced by company is
social media management that involves the kind of content company develops, how will the
strategy work, who execute the strategy and many more. It is important for an organisation to
develop an attractive and effective content so that large number of customers is attracted towards
it and also help company to attain objectives associated to E-marketing.
According to Nichole. K, (2021), it is represented that the world is becoming internet
friendly and everyone today is on the internet. This aspect proves that the internet is the biggest
source for the marketing field and businesses to reach out to their customers by using several
tools like Websites. It is also highlighted by the author, that while the world is aware about the
benefits of the internet and E-Marketing, it is also aware of its drawbacks and challenges. Some
very common challenges which are being faced by Burberry Ltd. in the process of E-marketing
for changing the customer purchasing decisions are as mentioned:
 Developing a dynamic website: This is major challenge in changing environment where
organization make decision to go online for the purpose of reaching targeted customers.
In relation to Burberry, dynamic website is developed by management that directly
affected the organizational sales as well as productivity (Mohammad Shafiee, 2020).
 Keeping customers engaged – For organization the another challenge is keep their
customers engages as it people identify their needs and analysis market for the purpose of
managing their products and selling it effectively. In relation to Burberry Ltd, having
many competitors making difficult for organization to engage their customers regularly
due to lack in quality, changing in prices, and others that directly affects business
organization.
 Management of social platforms – As companies are using online marketing and social
media where it became important to manage the social platform as hacking, cybercrime
and other criminal activities that directly affects the business activities. Burberry also
faced the challenges to manage social platform as it is difficult and affected the business
performance (Išoraitė, 2020).
These are some of the common factors which created barriers for Burberry Ltd to develop a
positive response by their customers and attracting them or changing their purchase decision in
favor of the brand. Social platforms are vast and engages a lot of efforts for the company to keep

it updated and creative. Also, keeping people engaged while making marketing decisions is a
challenging factor as every customer is unique and require a separate level of satisfaction.
According to Meh and et. al., (2019), It is analysed that customers make use of multiple
channels to buy products and to associate with the brand. On one hand, interaction gain high
amount of data available to customers that give marketers information regarding their prospects
but on the other side it arises issues to company that is to access data across various platforms. It
is determined that modern customers make use of various devices and channels that develop
multitude of information which directly mean that no single information provide appropriate
understanding. Due to this, marketers sometimes missing key information from right channels
because of which companies are not able to develop strategies of E-marketing. A Customer
purchase decision is elaborated as the thought process of people which leads them towards
identification of their needs, analysing their options, generating an option, choosing the right one
by focusing on the product and the brand.
Chapter 3: Research Methods
Research methods are defined as the specific procedures that are used for the purpose of
collecting and analysis of data. It is integral part of research design for the purpose of planning
methods based on which overall information is selected in the course of a research work.
Research methodology is regarded as the techniques and producers that are to be used for the
purpose of collecting information with respect to any field of research work. Research
methodology is the important aspects in conducting a study and gathering information regarding
a topic that can help to reach the outcomes. In other words, it is strategy process used by
investigator to collect information or evidence by understanding effectively. The topic of present
research is to analysis buying behaviour of customers and make decision accordingly. The main
purpose of research methodology is to support the researcher for collecting appropriate and
authentic information that is part of the study (Shpolianskaya, and Prokhorova, 2019). There are
different kind of methods that can help in the process of collecting information about the related
topic of the report. Some of the methodologies that are to be used in the context of research work
are discussed below:
Research philosophy: Research philosophy is the belief that is related with the method that
is to be used for the purpose of collecting information related to a topic. It is related with the
information that is to be collected, used and then further evaluated by the investigator in course

of research work. There are mainly three types of philosophies that includes ontology, axiology
and epistemology. Each of the philosophy is effective as per the requirement of research. Some
of the philosophies are mentioned below:
Ontology: It is the type of philosophy that is used for explaining the nature of actuality. It
includes basic common three parts that are pragmatism, Constructivism and objectivism. Each
type helps in the process of collecting suitable information and then making its further evaluation
in a research.
Epistemology: It is a research philosophy that assist investigator in the process of collecting
information as per selected specific subject. Epistemology is classified in three aspects that
includes positivism. Critical realism and interpretive. It helps in process of collecting
information, making its analysis and using the information.
Axiology: This philosophy helps in learning about the variables and its effect in the way data
analysis and collection is made in a particular study. This philosophy is very helpful in
understaffing of the people opinion with respect to related subjects.
Justification: From above mentioned information it can be said that all the Philosophies
are useful for the purpose of analysing the information. But in context of present research work
positivism philosophy used epistemology will be selected as part of research philosophy. The
main advantage of using positivism philosophy is that it helps in collection of information, using
and then further evaluating the quantitative information that will help in completion of the
dissertation (Blee, 2017). As Compared to other philosophies positivism philosophy is time and
cost effective as per the main motive of attaining the pre-determined objectives. Another benefit
is that it will help in evaluation of the information that is in the numerical form. Out of all the
described types positivism philosophy is selected for attainment of the laid aims and objectives
in a more proper and systematic manner. As compared to other philosophies positivism
philosophy is one of the most suitable in the present research work. This approach will facilitate
researcher in the process of having sufficient information base that is relevant for the purpose of
reaching to relevant recommendation and conclusions.
Research approach: Research approach is regarded as the procedure for the purpose of
evaluating collected information in a more effective and efficient manner. It is a approach that is
basically divided in two parts that includes inductive & deductive approach. These two

approaches are very helpful for the purpose of analysing and facilitating the process of collecting
data. The two approaches of data are mentioned below:
Inductive Approach: Inductive approach is described as the type of approach that helps and
allows investigator in the process of development of theory and not accepting the already
established theory. It is a approach that van be adopted to evaluate the qualitative and and
secondary available information.
Deductive Approach: Deductive approach is related to other approaches that is very helpful ine
evaluating the quantitative and numerical information. This approach is related with collection of
statistical information. It is also very helpful to evaluate the primary information for collecting
directly from a identified sources.
Justification: as per the above made analysis it can be said that both of the approaches
are effective and efficient as per the requirements of research work,. But based on analysis and
requirement of the research work deductive approach will be selected (Stockemer, Stockemer
and Glaeser, 2019). This approach can assist researcher in evaluation of primary and quantitative
information as per the needs of laid aims and objectives. As compared to inductive approach
deductive approach is a more practical approach as it is also helpful in the process of evaluating
the statistical form of information, deductive approach can be useful as it is less time consuming
and assist researcher in achievement of the laid aims and objectives more appropriate manner.
Research choice: Research choice is very helpful in introduction of the data collection
process related to subject or topic. It helps in having reliable, relevant and authentic information.
Research choice is mainly divide in three major types that includes mono method, mixed method
and the multi mixed method. All this is very helpful in the process of collecting information with
respect to laid topic (Roncevic, Lukcic, and Spoljaric, 2019). Each of the research choice is
defined with having systematic and right justification as mentioned below:
 Mono method: It is a method that is based on the choice of research where investigator
requires only one type of information. Researcher is required to make a choice between
the selection of quantitative and qualitative methodology (LoBiondo-Wood and Haber,
2021) . It is selected by the researcher when it is known that there can be easy attainment
of objectives with the type of information that can be either quantitative or qualitative.
 Mixed method: It is a method that is regarded as per other types of research work that can
help in the process of collection both quantitative and qualitative information. It is one of

the effective methods that can help researcher in collection of information of as per aid
aims and objectives of research. Multi method: Multi method is regarded based on research choice that is similar to mixed
method that is very helpful in the process of facilitation the process of collecting both
qualitative and quantitative information.
Justification of the chosen research choice: In the present research work as per the requirement
of the laid aims and objectives of the research the investigator will be focussing on use of mono
method. In the mono methods there will be use of quantitative research that will help the
researcher in the process of collecting the statistical and numerical information (Hanington and
Martin, 2019). It will help in achieving required facts, figures that will lead towards valid and
accurate information as compared to qualitative information. In the present research work the
investigator will focus on collecting of qualitative information so that objectives can be achieved
in the required time frame.
Research Strategy: It is one of the important methods of research strategy that is important
for the purpose of collecting information relevant to the research topic. Research strategy can be
classified in various groups that includes grounded theory, experimental research, case study,
survey method and action research, all the methods are helpful for collection of information by
strategy has to be selected as per the research choice of the investigator. Some of the strategies
that are described below with required justification. It involves: Case study: It is a type of research strategy that helps in having emphasis on specific
areas that includes organisations, countries (Savin-Baden and Tombs, 2017). This
strategy is used in the process of collecting the required secondary information as per laid
topics. Experimental: It is a research method that helps in providing introduction related with
the development of research process. It is very helpful in analysing the experiments
against potential results. This strategy is time consumption in some instances because of
lack of appropriate information. Survey: It is a strategy of collecting information that can assist researcher in collecting
information directly from the sources. This method helps investigator in collecting
numerical and quantitative information from representatives.

 Action research: It is a strategy of investigation that is effective in the education and
academic sector. It is mainly based on use of professional approaches and developing
understanding of professors, nurses etc.
Justification of selected research methodology: As per the above mentioned information
there are different strategies which are discussed as per its level of effectiveness and efficient. In
the present research work as per the requirements of research there is selection of survey
strategy. The main reason for selection of this strategy is that it is accessible to readers, less
expensive, there will be easy collection of primary information and is going to help in maximum
utilisation of the available resources (Howitt and Cramer, 2017). The main benefits of selection
survey is that it will assist respondents in representing the whole target segment of population.
As Compared to action research experimental research and the cases study methods, survey
strategy so one of the most suitable strategies in terms of time and cost.
Research design: Research design is defined as the method, techniques and frameworks that
will be used by the research for the process of collection, evaluation and then further usage of the
specific type of information. There are three types of research design that includes explanatory,
descriptive and experimental (Ghosal, Prasad, and Behera, 2020). Each of the research design is
defined below along with appropriate justification of the select research design. These are
mentioned below:
 Descriptive: It is on of the research design where main motive is analyse a problem,
phenomenon, situation and population. It is also based on the research where there is use
of quantitative information.
 Exploration: It is a type of research design that is used fir the purpose of identification pf
research problem when researcher does not posses any prior information or data for the
purpose of study as a reference. Experimental: It is a research design in which there is analysis of the situation of the way
participants are evaluated different groups in a particular experiment.
Justification of the selected research design: as per the mention different types of research it
can be said that research has selected descriptive research design that is based on describing and
analysing a particular population and a situation (McNabb, 2017). In this researcher has focused
on collection of quantitative information as per the laid and pre defined objectives in a more
proper and systematic manner.

Data collection – Data collection is the activity of collecting data from various sources that
can help to managing all function and activities. There are different methods of collecting data
that can be used in the context of a research work. Such as it includes primary and secondary
form of data (Bernard, 2017). For investigator it becomes very important to select accurate, valid
and relevant method so that there is appropriate base of information based on which defined
outcomes can be achieved. Data collection is divided in different aspects that includes primary
method of data collection and secondary method of data collection.
Primary data: It is the original for of data that is Collected for the purpose of answering of
the research question. This form of data is generally collected through observations, surveys and
experiments. In the present report there will be use of questionnaire for the purpose of collecting
information from the identified target segment of respondents.
Secondary data: It is the method in which data is collect from the existing sources that
includes books, articles, journal sources. This data is in form of already present information that
is to be collected from online available secondary sources. In this method the researcher is
focussing on addressing the existing gaps in the already existing data (Suleiman, and et.al.,
2020).
Justification of selected method of data collection: In this method the investigator is
willing to use of secondary and primary method of collecting data. Primary data collection
method is based on using appropriate and relevant information that can be collected from the
identified target segment of respondents. The current topic of research is to analysis the buying
behaviour of customers and how they make buying decision regarding particular products and
services. Participant involves so that they are able to answer each question that is asked related to
the topic (Smith, 2019). Secondary data collection method is used for the purpose of addressing
gaps in the systematic information through use of books, newspapers, journals and articles. The
primary sources provide fresh data which is collected personally by using questionnaire, survey,
research and others. The cons of primary method is time consuming and cost effective that
affects the organizational as well as researcher’s performance.
Sampling: Sampling is the process where there is specific sample that is drawn from the
whole population. It is an easy process for analysing the whole population (Liamputtong, 2020).
It becomes important fir investigator to select respondents as per the need of pre defined aims &

objectives. Sampling is divide in probability sampling and non sampling methods. It is analysed
as mentioned below:
Probability Sampling: Probability sampling is the method that helps in the process of selection of
respondents without having any specific. Probability sampling is regarded as the process of -
selecting ample from specific population. This selection is based on the principle of
randomisation that is random chance or selection. It is a more complex method as Compared to
non probability sampling method.
Non-probability sampling: Non probability sampling is regarded as the sampling that is based on
selection of participant with specific criteria and regiments. It is a process in which there is
collection of information but the overall time requirement is high as compared to the probability
method of sampling.
Time horizon: It is regarded a s the method based on which appropriate time is schedules as per
the laid aims and objectives. It will help researcher in scheduling of each activity and task in a
more systematic manner that can be achieve more conveniently and easily (Heller, Pietikäinen
and Pujolar, 2017). There are two types of time horizon that includes cross sectional time
horizon and longitudinal. Some of the aspect of time horizon are mentioned below:
 Longitudinal time horizon: Longitudinal time horizon is described as the activities that
are to be scheduled in a such a way that it may take longer time period then defined. Cross sectional time horizon: It is the time horizon that takes less time period as
compared to longitudinal.
Justification of selecting time horizon: In present research work, investigator will be using cross
sectional time horizon that will assist in the process of completion of each task in a more
effective manner. It will help in attainment of objectives in the provided time frame with higher
efficiency.
Chapter 4: Data analysis and findings
QUESTIONNAIRE
1) Do you posses understanding about the basic concept of e marketing? Frequency
a) Yes
b) No
2) Do you believe that e marketing posses a direct impact on the purchasing Frequency

decision of customers in Burberry?
a) Yes 15
b) No 10
c) In some instances 15
3) what are some of the benefits of E-marketing in changing consumer
purchase decision towards Burberry Ltd ?
Frequency
a) Reaching global audience 15
b) Boosting of sales 10
c) Cost effectiveness 10
d) Building customer awareness 5
4) What are basic aspects that may posses a impact on the overall
purchasing decisions of customers?
Frequency
a) Understanding product review 10
b) Getting 15
c) Convenient and safe 10
d) Provides variety of options 15
5) what are the Factors that change the purchase decision of consumer
towards Burberry Ltd ?
Frequency
a) Cost efficiency
b) Internet shopping experience
c) Availability of product
d) Provides variety of options
6) what can be some of the challenges faced by Burberry Ltd while using E-
marketing for changing consumer purchase decision ?
Frequency
a) High amount of competition

b) Fast changing customer demand
c) Dynamic nature of external business environment
7) what are the benefits for Burberry to use e marketing channels for
promotional purposes?
Frequency
a) Developing a dynamic website 10
b) Keeping customers engaged 14
c) Direct interacting channels 6
d) timely addressing of customer issues 10
8) Do you believe that Burberry can achieve higher competitive advantage
by using e marketing channels for promotional purposes?
Frequency
a) Yes 25
b) No 10
c) In some instances 5
9) what are some of the ways in which e marketing channel assist Burberry
in gaining a higher market share?
Frequency
a) Building up of higher customer trust 10
b) Approaching a different customer segment 5
c) having cost effectiveness 12
d) Building higher brand awareness 18
10) Do you prefer social media marketing or traditional marketing
techniques for promotion of products offered by Burberry?
Frequency
a) Social media marketing 38
b) Traditional marketing techniques 2
11) Have you felt a change in the overall sales and profitability of Burberry
after using e marketing promotional strategies?
Frequency

a) Yes 25
b) No 15
12) what is the major impact on overall revenue structure of Burberry after
using present e marketing promotional strategies?
Frequency
a) Enhancement in sales 12
b) Constant revenue structure 20
c) Decreasing revenue 8
13) what can be one of the most preferable source of e marketing strategy
that can be used by Burberry for expanding their market share?
Frequency
a) Social media marketing 7
b) Content marketing 7
c) Influencer marketing 6
d) Content marketing 14
e) Campaign marketing 6
14) Do you believe that branding strategies of Burberry will help them in
enhancing and building customer trust in long run?
Frequency
a) Yes 22
b) No 8
c) May be 10
15) Does E marketing channels have supported Burberry in influencing the
purchasing decisions in present situation of COVID 19?
Frequency
a) Yes 35
b) No 5

DATA ANALYSIS AND FINDINGS
Theme 1: basic concept of e marketing
1) Do you posses understanding about the basic concept of e marketing? Frequency
a) Yes 35
b) No 10
Interpretation: It can be interpreted from the graph that while it was asked to 40 respondents
who are presently working in Burberry about the basic understanding of e marketing. There was
a positive response of 35 respondent as they posses the basic overview of this concept while
remaining 10 respondents posses a negative view point.
Theme 2: Impact of e marketing on the purchasing decision of customers in Burberry
2) Do you believe that e marketing posses a direct impact on the purchasing
decision of customers in Burberry?
Frequency
a) Yes 15
b) No 10
35
10
a) Yes
b) No

c) In some instances 15
Interpretation: It can be said from above graph that while it was questioned to 40 respondents
about the way e marketing has a impact on the overall purchasing decisions of the customers of
Burberry. 15 respondents posses a positive view point as they felt that e Marketing has a direct
effect on the customer purchasing decisions. 10 respondent posses a negative view point while
remaining 15 respondent felt that this scenario can be felt but only in some of the instances.
Theme 3: Benefits of E-marketing in changing consumer purchase decision towards
Burberry Ltd
3) what are some of the benefits of E-marketing in changing consumer
purchase decision towards Burberry Ltd ?
Frequency
a) Reaching global audience 15
b) Boosting of sales 10
c) Cost effectiveness 10
d) Building customer awareness 5
15
10
15
a) Yes
b) No
c) In some instances

Interpretation: it can be said from the graph that when it was asked to 40 respondent about the
benefits of E-marketing in changing consumer purchase decision towards Burberry Ltd. 15
respondent had a view point that it will help in reaching global audiences. 10 respondents had
view point that it can lead towards boosting of sales. 10 other respondents felt that it helps in
having higher effectiveness. 5 other respondents felt that it helps in building of the customer
awareness.
Theme 4: Basic aspect affecting customer purchasing decisions
4) What are basic aspects that may posses a impact on the overall
purchasing decisions of customers?
Frequency
a) Understanding product review 10
b) Getting 15
c) Convenient and safe 10
d) Provides variety of options 15
15
10
10
5
a) Reaching global
audience
b) Boosting of sales
c) Cost effectiveness
d) Building customer
awareness

Interpretation: It can be Interpreted from the graph that while it was questioned to 40
respondents about the element that may posses a impact on the customer purchasing decisions.
10 respondents felt that it helps in understanding of product review. 10 respondent felt that e
marketing is is one of the convenient and safe options. Remaining 15 respondent felt that it
offers large number of options to customers.
Theme 5: Factors affecting purchasing decisions of customers of
5) what are the Factors that change the purchase decision of consumer
towards Burberry Ltd ?
Frequency
a) Cost efficiency 10
b) Internet shopping experience 10
c) Availability of product 15
d) Provides variety of options 15
10
15
10
15
a) Understanding product
review
b) Getting
c) Convenient and safe
d) Provides variety of
options

Interpretation: It can be interpreted that while it was asked to 40 respondent about the factors
that are affecting the purchasing decisions of customer attitude towards Burberry Ltd. 10
respondents had a view point that it can help in higher cost efficiency. Other 10 respondents felt
that it helps in internet shopping experience. Other 15 respondents had a view point that it leads
towards availability of product and remaining 15 respondents had a view point that it offers
variety of options to customers.
Theme 6: challenges faced by Burberry Ltd while adopting E-marketing for dynamic
nature consumer purchase decision
6) what can be some of the challenges faced by Burberry Ltd while using E-
marketing for changing consumer purchase decision ?
Frequency
a) High amount of competition 20
b) Fast changing customer demand 10
c) Dynamic nature of external business environment 10
10
10
15
15
a) Cost efficiency
b) Internet shopping
experience
c) Availability of product
d) Provides variety of
options

Interpretation: It can be said from the above mentioned graph that when it was asked about the
challenges faced by Burberry Ltd while using E-marketing for changing consumer purchase
decision. 20 respondents had a view point that there is high amount of competition in terms of
other brands also having similar e marketing strategies. 10 respondent had a view point that there
is very fast changing customer demand and customer preference which may posses a impact on
the customer purchasing decisions. Remaining 10 respondent had a view point that there is
Dynamic nature of external business environment.
20
10
10
a) High amount of
competition
b) Fast changing customer
demand
c) Dynamic nature of
external business
environment

Theme 7: Advantages of adopting e marketing channels for promotional purposes
7) what are the benefits for Burberry to use e marketing channels for
promotional purposes?
Frequency
a) Developing a dynamic website 10
b) Keeping customers engaged 14
c) Direct interacting channels 6
d) timely addressing of customer issues 10
Interpretation: It can be said from the garph that when it was questioned to 40 respondent about
the benefits of using e marketing channels for promotional activities. 10 respondent had a view
that there is development of dynamic website. 14 respondent had a view point that it leads
towards enhancing the present level of customer engagement. 6 other respondent felt that it leads
towards creation of direct interactive and communication channels with customers. Aopar5t from
10
14
6
10
a) Developing a dynamic
website
b) Keeping customers
engaged
c) Direct interacting
channels
d) timely addressing of
customer issues

this remaining 10 respondent had a view point that it leads towards timely addressing of
customer issues.
Theme 8: Burberry can help in achievement of higher competitive advantage
8) Do you believe that Burberry can achieve higher competitive advantage
by using e marketing channels for promotional purposes?
Frequency
a) Yes 25
b) No 10
c) In some instances 5
Interpretation: it can be said from the above mentioned graph that when it was asked to 40
respondents about if Burberry will be able to achieve higher competitive advantage by using e
marketing channels for promotional purposes. 25 repent had a view point that yes Burberry can
achieve higher competitive advantage, 10 respondent had a negative view point while remaining
5 respondent felt that this situation is present but only in some instances.
25
10
5
a) Yes
b) No
c) In some instances

Theme 9: Strategies that affect e marketing channel assist Burberry in attainment of higher
market share
9) what are some of the ways in which e marketing channel assist Burberry
in gaining a higher market share?
Frequency
a) Building up of higher customer trust 10
b) Approaching a different customer segment 5
c) having cost effectiveness 12
d) Building higher brand awareness 18
Interpretation: from the above graph when it was asked to 40 respondent about the way in
which e marketing channels can help Burberry in achievement of higher market share. 10
respondent felt that it can led towards achievement of higher customer trust. 5 other respondent
had a view that they can approach a different customers segment apart from the present customer
base. 12 other respondent had a view that it helps in having a higher cost effectiveness strategy
as compared to other strategic options of marketing.
Theme 10: Preference for social Media marketing and traditional marketing
10) Do you prefer social media marketing or traditional marketing
techniques for promotion of products offered by Burberry?
Frequency
10
5
12
18
a) Building up of higher
customer trust
b) Approaching a different
customer segment
c) having cost
effectiveness
d) Building higher brand
awareness

a) Social media marketing 38
b) Traditional marketing techniques 2
Interpretation: it can be interpreted from the graph that when it was asked to 40 respondent
about the preferences for social media marketing over traditional marketing techniques for the
purpose of promoting products that are offered by Burberry. 38 respondent had a positive view
points while remaining 2 serpent felt that traditional marketing channels are more better option
for promotion of product by Burberry in long run.
Theme 11: change in the overall sales and profitability of Burberry after using e marketing
promotional strategies
11) Have you felt a change in the overall sales and profitability of Burberry
after using e marketing promotional strategies?
Frequency
a) Yes 25
b) No 15
38
2
a) Social media marketing
b) Traditional marketing
techniques

Interpretation: While it was asked about the the changes that can be observed in the overall
sales and profitability for Burberry when the brand is using e marketing as promotional
strategies. 25 respondent had a view point that there are changes to be observed in the present
level of sales and profitability. Apart from this remaining 15 respondent had a negative answer to
this view point as they did not felt any type of change in the present level of sales for Burberry in
long run.
Theme 12: Major impact on overall revenue structure of Burberry after using present e
marketing promotional strategies
12) what is the major impact on overall revenue structure of Burberry after
using present e marketing promotional strategies?
Frequency
a) Enhancement in sales 12
b) Constant revenue structure 20
c) Decreasing revenue 8
25
15
a) Yes
b) No

Interpretation: it can be said that while it was questioned about the overall revenue structure of
Burberry by e marketing promotion strategies. 12 respondent had a view that it can help in
enhancement of present level of sales. 20 respondent had a view that there was no change as the
revenue structure was constant, remaining 8 respondent had a view that there is decreasing
revenue may be because of the shift towards e marketing channel as compared to traditional
marketing activities.
Theme 13: most preferable source of e marketing strategy that can be used by Burberry for
expanding their market share
13) what can be one of the most preferable source of e marketing strategy
that can be used by Burberry for expanding their market share?
Frequency
a) Social media marketing 7
b) Content marketing 7
c) Influencer marketing 6
d) Content marketing 14
e) Campaign marketing 6
12
20
8
a) Enhancement in sales
b) Constant revenue
structure
c) Decreasing revenue

Interpretation: While it was asked to 40 respondents about the preferable sources of e
marketing strategies that can be adopted by Burberry for the purpose of achievement of higher
market share. 7 respondent had a view point that ot is related to social media marketing. 7
respondent felt that there can be use of content marketing for effective e marketing strategy.
Other 6 respondent had a view that with the changing times there can be use of influencer
marketing. 14 respondent felt that content marketing can also be adopted for having a suitable e
marketing strategy and remaining 6 respondent had a view that there will be use of campaign
marketing for the purpose of using it as one of the most preferable source of e marketing for
Burberry.
Theme 14: Branding strategies of Burberry will help them in enhancing and building
customer trust in long run
14) Do you believe that branding strategies of Burberry will help them in
enhancing and building customer trust in long run?
Frequency
a) Yes 22
b) No 8
c) May be 10
7
7
6
14
6
a) Social media
marketing
b) Content marketing
c) Influencer marketing
d) Content marketing
e) Campaign marketing

Interpretation: from the graph when it was questioned about 40 respondents about the
different branding strategies that can help Burberry in the process of building and expanding of
customer trust in long run. It was analysed that when it was asked about the building up of
present brand value by using of effective e marketing strategies. 22 respondent had a positive
view to this question, 8 respondent had a negative answer while remaining 10 respondent had a
view point that branding strategies can help Burberry in building of consumer trust but may be in
some instances only.
Theme 15: E marketing channels have supported Burberry in influencing the purchasing
decisions in present situation of COVID 19
15) Does E marketing channels have supported Burberry in influencing the
purchasing decisions in present situation of COVID 19?
Frequency
a) Yes 35
b) No 5
22
8
10
a) Yes
b) No
c) May be

Interpretation: From the survey it can interpreted that e marketing channels support Burberry
influencing overall purchasing decision in the covid 19 situation. 35 respondent had a positive
view point while remaining 5 respondent had a negative view to this question. During Covid-19
situation government has declared lockdown where it became difficult for companies to sale
their products via offline and maintaining same profitability. In this situation, Online marketing
or E-marketing is effective tool that used by Burberry and other organization to reach their
customers and increase the sales. With the help of this, it became easy for management to
introduce its products and encourage people to make buying decisions.
35
5
a) Yes
b) No

Chapter 5: Conclusion
Conclusion
From the report it can be concluded that E-marketing is the process of promoting a brand,
organization and products that can help to reach the targeted customers and increase sales.
Whenever a products or service is launched by organization then online marketing is single
channel or activities that used to selling the products and services. This is important for each
organization to understand customer requirement and how they would be satisfied that can help
to grow the business continuously. The management in relation to marketing focuses over online
channel and social media that can help to targeting people and managing all functions
effectively. Without using E-marketing it will be difficult for organization to sale its products as
people is not aware from newly launched products.
The researcher states how E-marketing is important for companies and how it would be
used to bringing new products. To influence number of people and increasing sales, marketing is
helpful as it brings change and development at the workplace. The researcher conduct
environment analysis to better understand about a topic and implement it effectively.
Quantitative research methodology is being used by researcher that can help to gather
information in figure and facts. This helps to attain greater knowledge and understanding of the
social world that brings changes at the workplace and maintain higher performance. Positivism
research philosophy is useful as it encourages individual to get positive outcomes after
conducting a properly. The Literature review which conducted in chapter 2 states answers of all
question that relates to particular topic. The current topic of research is impact of E-marketing on
customer buying behaviour where different knowledge and understanding is used by researcher
to complete their task and manage the performance.
Discussion
Now a day’s people becoming so much busy in their daily life where to go offline for
shopping and daily needs is typical so that E-marketing is effective channel used by them to
make buying decision. Consumer behaviour model is a framework that used by individual or
customers to select best option. The stages of model are identification, getting alternatives,
evaluations of alternatives, selection, purchase, payment and post purchase that are effective
stages and helps to feel satisfied. This is most important for organization to maintain quality and
design of their products which can help to targets people and become loyal that can help to

develop organizational performance and productivity. The management should have proper
information what customer wants and how they would be satisfied so that products and services
provided accordingly. The aim of Burberry Ltd is to understand customer behaviour that
involves qualitative and quantitative analysis of target market. The marketing management of
selected organization responds properly towards buyer’s desire like food, clothes, sleep and
others that are provided according to changing trend that can help to increase organizational
sales. Online marketing is the practice of leveraging web base channel that used by corporation
to spread their message, creating awareness, promoting brand and reaching to its potential
customers that can help to accomplish the business goals and maintain higher performance. In
relation to chosen organization Burberry, marketing management have special knowledge and
skills which used to attract individual and bring the changes that can help to attain business
goals. Research is the careful consideration that is conducted by researcher to solve their
problems by collecting all relevant information. To increase the organizational sales and
productivity marketing is needed aspects which uses to influence people and encourage them to
make buying decisions. Internet marketing is important which helps to drive more qualified
traffic and bringing changes to complete the task (Veluchamy, Parthiban, and Lingaraja, 2020).
Recommendation
Environment is changing where needs and wants of people is also important to consider
as it helps to retain its potential customers regularly and increase the productivity. E-marketing
refers to online marketing which should be use by Burberry Ltd. For the purpose of promoting its
products and services. The organization introduces new and unique products at the workplace
where it became important to use effective channel of marketing as it helps to reach the targeted
customers. It has seen that buying behaviour of people is changing day by day where it is
important to understand what customers wants and how they satisfied in changing environment.
The marketing management principle should be followed by Burberry company that can help to
analysis how customer make buying decisions and select best products which affected the
organizational performance. The management requires to understand how effective a business
can grow and manage the functions properly.
This is recommended to Burberry that to use Online marketing channel such as own
websites, Youtube, Twitter, and Facebook and others for the purpose of introducing their
products and increasing sales that can help to improve the organizational sales and profitability.

The management requires to have proper understanding about market and talent to change
customer perception regarding a product that could help to increase the business sales. Cost
efficiency, internet shopping experience, availability, provides variety of options, comparison,
convenient and safe, personalization and communication channels are effective factors which
used by organization to changing the customer behaviour. The Burberry also recommended to
keep right prices of their products and services that would be convenient and reasonable for
customers. This can help to satisfied the customers in changing behaviour and maintain
effectiveness. The organization should also implement chatbots facility with the help of new
technology in which customer can get any time information and make right buying decisions.
Online marketing is the major channel of communication where people live active and share
their feedback that can help to bring changes accordingly. The modern consumer increasingly
moving toward a more digital experience where it make research for taking purchase decision.
For customers it is important to evaluate the market and select best product out of many that
could help to feel good and satisfied. The selected organization would get various benefits such
as helps in building brand recognition, reach global audience, providing clear product
information, building customer trust, and boosting sales with the help of E-marketing (Benefits of
Internet Marketing for Businesses, 2021).
To improve the brand position is bigger task for Burberry where it has been defined that
branding strategies should be applying by organization that can help to develop the business
performance by promoting the products and services. This is important for each corporation to
capture high market share where price strategy and market development strategy is adopted by
chosen organization that could help to reach the targeted customers and attain positive outcomes.

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