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