ASOS Ecommerce: Email Marketing Impact on Buyer Behavior Research

This research project investigates the role of email marketing in influencing buyer behavior within the ecommerce sector, specifically focusing on ASOS. The project begins with an introduction outlining the factors contributing to the research selection, including the rise of internet marketing and the effectiveness of email communication. It establishes research aims and objectives, which include identifying the impact of email marketing on repeat purchases, brand awareness, and customer decision-making. The methodology involves an inductive approach and interpretivism philosophy. The research design employs an exploratory approach, utilizing both primary data collected through questionnaires from ASOS customers and secondary data from various sources. A sample of 50 customers is used for the quantitative analysis, which is presented using graphs and pie charts. The project includes a Gantt chart detailing the research timeline and concludes with recommendations for enhancing the effectiveness of email marketing strategies. The research explores the limitations of email marketing and suggests strategies for improvement. The study aims to provide insights into how email marketing affects customer engagement, purchase decisions, and overall buyer behavior within the dynamic ecommerce landscape.