The Impact of Digital Marketing on Customer Behavior: New Look, UK

This report presents a research project that investigates the impact of digital marketing on customer behavior at New Look, a UK-based fashion retailer. The study explores the concepts of digital marketing and consumer behavior, identifying factors affecting customer behavior and evaluating the relationship between digital marketing and New Look's customer base. The research employs a mixed-methods approach, utilizing primary data collection through interviews and secondary data from existing literature and online sources. Thematic analysis is used to interpret the data, revealing insights into customer preferences, the influence of various digital marketing techniques (social media, mobile applications, online advertising), customer satisfaction, and the factors that influence online purchasing decisions. The findings highlight the importance of addressing customer concerns related to information accuracy and delivery issues, and the report concludes with recommendations for New Look to improve its digital marketing strategies and enhance customer engagement. Furthermore, it suggests areas for future research in the field of digital marketing and its impact on consumer behavior, providing valuable insights for academics and practitioners alike.

Research project on impact of digital
marketing on customer behaviour in New
Look, UK
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Table of Contents
INTRODUCTION ...............................................................................................................................3
TASK 1.................................................................................................................................................3
AC 1.1 Research Project Outline Specification...............................................................................3
AC 1.2 Identification and evaluation of factors that contribute to the Research Selection process 4
AC 1.3 Critical review of key references .......................................................................................4
AC 1.4 Research Methodology........................................................................................................6
AC 1.5 Action Plan..........................................................................................................................9
AC 2.1 Matching of resources effectively to the research question or hypothesis..........................9
TASK 2 ................................................................................................................................................9
AC 2.2 Research investigation as per the action plan......................................................................9
AC 2.3 Recording and collating of relevant data...........................................................................10
TASK 3 ..............................................................................................................................................10
AC 3.1 Research evaluation techniques........................................................................................10
AC 3.2 Interpretation of the results ..............................................................................................14
AC 3.3 Recommendations and various areas for further consideration........................................14
TASK 4...............................................................................................................................................15
Conclusion..........................................................................................................................................15
References..........................................................................................................................................16
APPENDIX........................................................................................................................................19
.
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INTRODUCTION
Research study is a systematic process of conducting a creative work for enhancing the
stock of knowledge with respect to the culture, society and other factors (Watson, McCarthy and
Rowley, 2013). This research is based on the impact of digital marketing on the customer behaviour
of UK. The investigation will focus on studying many topics regarding the digital marketing and
customer behaviour. Author has conducted research for understanding the impact of digital
marketing on the customer behaviour. Therefore, there will be a discussion about various tools and
techniques used by the researcher for achieving the aims and objectives of the study.
TASK 1
Research Proposal
Title: Research project on impact of digital marketing on customer behaviour in New Look, UK
Background Context: Perception and behaviour of the customers are changing day by day so it is
important for the companies to understand them. Digital-marketing is commonly used by the
organisations for promoting and marketing their products or services. Reason behind selecting this
topic is to determine the impact of digital-marketing on the customer behaviour towards the
products of New Look. From this study, firm can able to determine loopholes in its digital-
marketing process and improve them for better results It will also make company to use digital-
marketing effectively for increasing its sales and number of customers. Along with this, New Look
will able to understand the expectations of its customers and can able to work accordingly for
satisfying them.
Research Questions and Objectives:
Objectives:
 To understand concept of digital marketing and consumer behaviour.
 To determine the factors which affects customer behaviour.
 To evaluate the relationship between digital marketing and consumer behaviour of New
Look. To suggest appropriate methods to improve digital marketing for influencing customer
behaviour.
Research Question:
 What is the concept of digital-marketing and consumer behaviour?
 Which factors affect customer behaviour?
 What is the relationship between digital-marketing and consumer behaviour of New Look?
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 What are the appropriate methods to improve digital-marketing for influencing customer
behaviour?
Literature Review: It refers to the evaluation of the information with the help of various literatures
as per the topic of the study. It will help investigator in describing, summaring, evaluating and
clarifying the particular literature properly. It will contain views and opinions of the various
researchers on the respective topic. It will give emphasis to various areas with respect to the subject
of this research which are digital-marketing and customer behaviour, factors affecting customer
behaviour, relationship between digital-marketing and consumer behaviour and ways for
improvement in digital-marketing.
Data collection and analysis methods: Primary and secondary sources will be used by the author
for collecting data. For secondary information it will use previous researches, articles, journals,
websites, etc whereas for primary information investigator will use interview method for the
customers. On the other hand, for data analysis researcher will use thematic approach.
Problems while data access: Author will face various problems while accessing data for the
proposed study. The problems which will be faced by the investigator will be related to the lack of
resources, experience and time.
Proposed Time-scale: The proposed time-scale will be as follows.
Activities/ Time period in weeks 1 2 3 4 5 6 7 8 9 10 11 12 13
Introduction
Literature Review
Developing and Administering
questionnaire
Research Methodology
Screening and analysis
Conclusion and recommendation
AC 1.1 Research Project Outline Specification
Research refers to the close and elaborated study on a particular problem or issue by using
various scientific methods. It is conducted by the author for establishing facts, resolving new or
current existing issues and developing new theories (Chaffey, Smith and Smith, 2012). The major
purposes of research are proper documentation, discovery, interpretation of various methods, tools
and techniques for enhancing the knowledge of individual. The reason behind selecting this topic
for the investigation is to determine the impact of digital marketing on the customer behaviour
towards New Look (New Look. 2016).
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Aim:
“To critically evaluate the impact of digital marketing on customer behaviour in New Look,
UK.”
Objectives:
 To understand concept of digital marketing and consumer behaviour.
 To determine the factors which affects customer behaviour.
 To evaluate the relationship between digital marketing and consumer behaviour of New
Look.
 To suggest appropriate methods to improve digital marketing for influencing customer
behaviour.
Research Question
 What is the concept of digital-marketing and consumer behaviour?
 Which factors affect customer behaviour?
 What is the relationship between digital-marketing and consumer behaviour of New Look?
 What are the appropriate methods to improve digital-marketing for influencing customer
behaviour?
AC 1.2 Identification and evaluation of factors that contribute to the Research Selection process
The factors that contribute researcher to the process of research project selection process are
as follows: Genuine Interest: One of the factor for this conducting study on digital marketing and
consumer behaviour is on account of genuine interest of the researcher. It is important to
have good knowledge of the topic so that researcher can implement it for solving the issues
of digital marketing in New Look. This also helps in conducting appropriate and detailed
study for resolving the problems being faced by New look in the area of digital marketing.
Due to all these factors, investigator has selected this topic (Adam, Featherstone and Day,
2014).
 Future Growth: Another factor for selecting this research is career growth. Digital
marketing is one of the popular and most using technique nowadays. This will help in
enhancing the knowledge and skills of author in the respected field. It is essential that
investigator should focus on its career path while selecting the subject of the investigation.
This topic will help in future and career growth of the researcher (Agresti and Kateri, 2011).
AC 1.3 Critical review of key references
Digital Marketing and consumer behaviour:
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Berry, 2012, has stated that “Digital marketing refers to the promotion of goods, brands or
products with the help of various digital channels to reach customers” (Berry, 2012).A research
study was conducted by Watson, Carthy and Rowley, 2013 on the topic of Consumer attitudes
towards mobile marketing in the smart phone era. The study concluded that there is a presence of
attitude among consumers that digital marketing plays an important role in there lives. However
some consumers have shown there resistance towards it due to the health issues caused while using
electronic devices. It is further true that acceptance can reach an increased level if there is a use of
trust, control and permission on website control (Watson, Carthy and Rowley, 2013). With respect
to it, New Look needs to use digital marketing for influencing more customers to purchase its
products or brands (The importance of digital marketing. 2011).
On the other hand Boyland and Halford, 2013, have concluded that “Consumer behaviour
includes the various stages from which an individual goes through before buying any product or
service” (Boyland and Halford, 2013). Similarly Brennan and Croft, 2012, have said that
“Behaviour of consumer shows the decisions taken by individual while purchasing the product or
service as per the requirement. The decisions are formed with respect to the acquisition,
consumption and disposition of products or brands ” (Brennan and Croft, 2012).
Factors which affect customer behaviour:
There are various factors which affects the purchasing behaviour of customers. Different
investigators have different perception towards the factors which are explained below. Cultural Factor: Cochran, 2007, has asserted that “Cultural factor plays essential and
crucial role in understanding the needs, demands, desires and expectations of a person”
(Cochran, 2007). Similarly Creswell, 2013, has said that “Value and ethics consist of
success, efficiency, progress, freedom, material comfort and youthfulness. These values and
ethics helps in developing the cultural behaviour of the individual” (Creswell, 2013). Social Factor: Dasgupta and Ghatge, 2015, have examined that “Human beings are social
animal and due to this, their behaviour pattern, likes and dislikes are influenced by the
surrounding people. These people include family, friends, reference groups, roles and status”
(Dasgupta and Ghatge, 2015). With respect it Durkin, 2013, has said that “Students or
unemployed youth are influenced by their friends and likes to purchase trendy and
fashionable clothes. However old age people likes to spend money on holidays” (Durkin,
2013). Personal Factor: Florès, 2014, has determined that “Personal factor also affects the
consumer behaviour which includes factors such as age, occupation, income and lifestyle”
(Florès, 2014). In context to income level Kenny, Pierce and Pye, 2012, have concluded that
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“Income level plays crucial role in buyer's behaviour. Individual purchase things as per the
level of income, people with different income level have different buying pattern” (Kenny,
Pierce and Pye, 2012).
 Psychological Factor: Park, Park and Lee, 2012, have concluded that “Purchasing
behaviour of the individuals is affected by internal factor which includes motivation and
perception” (Park, Park and Lee, 2012). In a research Patil, Patil, and Bankar, 2015, have
found that “Motive is a internal need which takes an individual to purchase products for self
satisfaction” (Patil, Patil, and Bankar, 2015).
Relationship between digital marketing and consumer behaviour of New Look
Pitta, 2012 has stated that “Electronic devices and technologies have made the processes
easier and simpler to reach out to the customers. With the help of internet individuals have various
options to decide whether to purchase a particular product or not” (Pitta, 2012). On the other hand
Sunil and et.al, 2014, have found that “Social media has strengthened the relationship between the
company and consumer. Facebook, Instagram, Blogs, Twitter, etc helps in effectively
communicating the information about the products or services among the customers”(Sunil and
et.al, 2014).
In oppose to the above statements Yadav and Pavlou, 2014, have stated that “Consumers are
purchasing products by checking reviews of the product or services. These reviews sometime
changes the mind of individual and prevent them from buying a particular product which is not
good for the organisations” (Yadav and Pavlou, 2014). In favour to this Stone, 2012, has found that
“70% of Americans purchase product after checking the product reviews and 79% of consumers
purchase products by using applications in smartphones” (Stone, 2012). With respect to it, New
Look also have mobile app which provides easy and simple access to the buyers. This app helps in
attracting individuals in easier and effective manner.
Along with the above statements Jobber and Ellis-Chadwick, 2012, has said that “Pop-up
ads on the websites also help in attracting customers toward the products. It has proven that they are
effective and efficient enough to influence right consumer for the goods or services” (Jobber and
Ellis-Chadwick, 2012). In favour of this Tiago and Veríssimo, 2014, has found that “Companies use
pop-up ads or banners for getting the attention of the users or making them to visit their websites or
mobile applications. This technique result to increase the user visit on the websites and also help in
increasing the sales” (Tiago and Veríssimo, 2014). According to this, New Look also uses pop-up
ads for increasing number of customers. This digital marketing technique results to influence the
views and perception of the people by making them to visit the site of New Look.
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Appropriate methods to improve digital marketing:
Appropriate Research:
Stone and Woodcock, 2014, have determined that “Before using digital marketing, firms need to
conduct proper research for knowing the perception of consumers towards the product or brand.”
(Stone and Woodcock, 2014). Similarly Solomon, Russell-Bennett, and Previte, 2012, have stated
that “Research will help in interacting with the buyers which results to resolve their issues with
respect to the brand or product” (Solomon, Russell-Bennett, and Previte, 2012).
Mobile Applications:
Chaffey, Smith and Smith, 2012, have found that “Numerous adults are using mobile phones for
sending and receiving mails, interacting with friends, searching online, etc. Mobiles are becoming
popular for attracting customers towards the products or brands ” (Chaffey, Smith and Smith, 2012).
Engage Socially:
Lee, Kim and Kim, 2011, have explained that “For improving the brand image, market value and
for bringing trust and loyalty among the customers with respect to the firm, the best way is to
interact with them by sung social media sites” (Lee, Kim and Kim, 2011). In context to it Heinonen,
2011, has said that “Approximate 64% of marketers think that social media is the best platform for
influencing individuals” (Heinonen, 2011).
AC 1.4 Research Methodology
Introduction
Research methodology refers systematic and theoretical analysis of all the methods which
are applied to a particular study. The focus of investigator in the current investigation is on the
problem of customer behaviour which is faced by the New Look while using digital-marketing. It
includes research philosophy, design, approach, techniques, sampling and data analysis. For the
present study has been researcher has used various methods for achieving its aims and objectives
(Rehmani and Khan, 2011).
Research Philosophy
Research Philosophy refers to the development of knowledge and nature of knowledge with
respect to the specific study. There are two types of research philosophy: Positivism and
Interpretivism. For the proposed study, positivism has been selected by the researcher for
understanding the impact of digital-marketing on customer behaviour in New Look, UK. This
method is also suitable for the qualitative analysis of the study and due to this investigator selected
it instead of interpretivism. In addition to it, this method has been helped investigator in conducting
the current research on the basis of objectives (Positivism. 2016).
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Research Design:
It is called as blueprint for the collection, evaluation and analysis of data with respect to the
subject of the research. There are two types of research design descriptive and exploratory.
Researcher has selected descriptive approach for finding the solution for New Look regarding the
customer behaviour while using digital-marketing. Due to this, investigator has been able to observe
and describe the answers of the question without manipulating its objectives. For this, investigator
interacted with the customers of the New Look for understanding their perception towards the use
of digital-marketing for promoting its products (Leeflang and et.al., 2014).
Research Approach:
Approach of the research needs to be perfect and should be selected after proper analysis as
it can affect the results of the study. There are two types of research approach which includes
Inductive approach and deductive approach (Research Approach. 2016). Investigator has selected
deductive approach as growth of the study is from general to the specific. By analysing the previous
theories with respect to the impact of digital-marketing on customer behaviour, investigator has able
to select the appropriate hypothesis for finding the answers of the questions of the existing study
(Hudson and Thal, 2013).
Research type:
There are two types of research techniques: Qualitative and quantitative. These are selected
by the investigator as per the demand and requirement of the investigation. For this, researcher has
selected qualitative type for analysing the solutions of the problems lies in the study of impact of
the digital-marketing on the customer behaviour in New Look, UK (Berry, 2012).
Data Collection:
It refers to the collection and evaluation of the information with respect to the topic of the
research. There are two types of data collection method: Primary and secondary. For the proposed
study, investigator has selected both the methods for achieving the objectives of the study.
Researcher has used questionnaire for collecting the primary information from the customers. On
the other hand, journals, magazines, previous researches, websites, books with respect to the digital-
marketing and its impact on customer behaviour has used by the investigator for gathering
secondary information (Cochran, 2007).
Sampling:
There are two types of sampling techniques i.e. probability and non probability sampling.
Probability sampling refers to the collection of the samples in such a way that it gives equal chances
to the all individuals in the population for presenting their views related to the study. In this, there is
high degree of representativeness but it is time consuming and expensive process (Pitta, 2012). On
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the other hand, in non probability sampling, samples are selected by the researcher on the basis of
subjective judgement. This process is convenient and in expensive as compare to the probability
sampling but its degree of generalizability is questionable (Hudson and Thal, 2013). In this study,
particular number of samples are selected by the researcher from the whole population for gathering
the information regarding the study. For the proposed study, investigator has chosen random
number sampling for facing less number of errors and mistakes. The number of samples selected by
the researcher for this study is 40. Another reason behind the selection of this method is, it provides
every customer of New Look equal chance to present their view with respect to the digital-
marketing (Creswell, 2013).
Data Analysis:
It refers to the inspection, filtration, transformation and evaluation of the data for getting the
meaningful information regarding the research study. There are two types of data analysis methods
Thematic and statistical analysis. In this, researcher has been selected thematic analysis as it is best
for qualitative analysis of the data. Various charts, figures, diagrams, etc have been used by the
investigator for the current study. It is clear from the above that, focus of the investigator has been
on qualitative analysis for collecting the information and due to this, investigator has selected
thematic analysis (Durkin, 2013).
Limitations
There are various limitations faced by the investigator while conducting research such as
lack of time and experience which restricts investigator to conduct study in detail form. Author
faced the issue of limited time period for completing the study effectively and to solve it, researcher
uses journals, magazines, previous research, books, etc for collecting the appropriate data. In
addition to it, investigator has not proper experience and to resolve it, author read books, journals,
various websites, attended seminars with respect to the digital-marketing and its impact on customer
behaviour (Florès, 2014).
Ethical Considerations:
While conducting investigation, researcher has followed some rules and regulations for
maintaining the moral and ethics of the study. The major ethical issue is related to the plagiarism
and to solve it, investigator has used citations and proper references of the respective sources. In
addition to it, author has kept the all the confidential information regarding the research safe and
secure so that no one can access it for their benefits. In context to it, researcher kept information of
the customers who fill the questionnaire private to respect their rights (Pitta, 2012).
Research Gap
All the tools and techniques described above have helped researcher in determining the
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solutions of the problems lie in the study. The reason behind selecting this topic for investigation is
lack of proper research regarding the impact of digital-marketing on the customer behaviour with
respect to the New Look, UK (Stone, 2012).
AC 1.5 Action Plan
The research project plan developed by the researcher is as follow.
Activities/ Time period in weeks 1 2 3 4 5 6 7 8 9 10 11 12 13
Introduction
Literature Review
Developing and Administering
questionnaire
Research Methodology
Screening and analysis
Conclusion and recommendation
AC 2.1 Matching of resources effectively to the research question or hypothesis
While conducting research all the required resources should be available so that researcher
can conduct it effectively. For collecting the information regarding the digital-marketing and its
impact on the customer behaviour towards the products or services of New Look, UK researcher
will require various resources. Books, academic journals, database, papers, previous researches,
trade journals, government reports etc will be used by the investigator for gathering the relevant
information with respect to the subject of the study. This will help in collecting proper data and in
conducting appropriate research in limited time period. Along with it, investigator will require
proper system with high speed internet connection and proper infrastructure for conducting the
research effectively and efficiently (Heinonen, 2011).
TASK 2
AC 2.2 Research investigation as per the action plan
It is essential for the researcher to conduct research as per the agreed specification and
procedures. For this, investigator needs to follow the above described action plan for completing the
study in the decided time period. For the current study, author will try to contact with the customers
of the New Look by taking their email Id's or contact numbers from the firm. After this,
questionnaire will send by researcher to the customers with the help of email ids. The aim of this
questionnaire is to identify the perception of users towards the digital-marketing used by the New
Look. Along with this, secondary sources will also be used by the author for more detailed analysis.
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Then solutions of the problems lie in the study will be determined in the form of outcome (Rehmani
and Khan, 2011).
AC 2.3 Recording and collating of relevant data
Primary Information has collected with the help of questionnaire which is filled by the
customers of the New Look. Questionnaire forms has formed by the researcher with the help of
computer and internet connection. Secondary information has been collected from the journals,
books, past researches, websites, government sheets, etc. Various external devices such as CDs,
pen-drives, etc are used by the investigator for storing the information related to the impact of
digital-marketing on consumer behaviour in New Look, UK. Entire evaluation of the obtained data
has been done by the investigator with the help of MS Excel (Boyland and Halford, 2013).
Outcomes are Attached in excel sheet.
TASK 3
AC 3.1 Research evaluation techniques
For identifying the impact of digital-marketing, researcher has chosen thematic research
technique. The research technique used by the researcher for evaluating the results of this study is
thematic analysis. The focus of investigator is on the qualitative analysis of the information and due
to this, thematic research technique is used by the author. In this, figures, diagrams, graphs, tables,
charts, etc are used by the investigator for detailed and proper analysis of the obtained data. This
research is based on qualitative approach and due to this thematic analysis is appropriate technique
for it. For collecting relevant information with respect to the research topic, author has used both
primary and secondary means (Stone and Woodcock, 2014).
Data Analysis:
Theme 1: Online Purchasing of products of New Look by customers
How often do you online purchase the products of New Look? Frequency
Daily 15
Weekly 12
Monthly 10
Within every 2 months 3
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