Analyzing Digital Marketing's Impact on New Look Customer Behaviour

This research project critically evaluates the impact of digital marketing on customer behavior within New Look, UK. It aims to understand the concept of digital marketing and consumer behavior, determine the factors affecting customer choices, assess the relationship between digital marketing and consumer behavior, and suggest methods for improving digital marketing to influence customer behavior. Using a positivism research philosophy, descriptive design, and inductive approach, the study collects primary data through questionnaires and secondary data from journals and books. Thematic analysis reveals insights into online purchasing habits, motivations behind online shopping (such as special offers and time-saving), the influence of digital marketing techniques (social media and mobile applications), customer satisfaction levels, factors affecting consumer behavior (cultural, social, psychological), and issues faced by customers while accessing digital marketing. The findings suggest that New Look needs to focus on cultural, social, and psychological factors and improve issues faced by customers while using digital marketing techniques.

Research project on impact of digital marketing on
customer behaviour in New Look, UK

Research Outline
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 Methodology
 Research Philosophy: Positivism
 Research Design: Descriptive
 Research Approach: Inductive
 Data Collection: Primary and Secondary
 Primary Data Instrument: Questionnaire
 Secondary Data Instrument: Journals, Books,
etc.
 Sampling: Random number sampling
 Research Technique: Thematic Analysis

Data Analysis
Theme 1: Online Purchasing of products of New Look by customers
Analysis: Customers are attracted towards the product of New Look
and due to this they purchase them often
Daily Weekly Monthly Within every 2 months
0
2
4
6
8
10
12
14
16
Online purchasing of products of New Look by customers
Frequency

Theme 2: Reason behind shopping online products of New Look
Analysis: Consumers purchase products due to the special offers,
good product reviews and to save their time.
Special Offers
Save Time
Product Review
Do not like to go New Look store
0
2
4
6
8
10
12
14
16
Reason behind shopping online products of New Look
Frequency

Theme 3: Influence of digital-marketing techniques on customers
Analysis: Customers are influenced by the mobile application and social
media marketing of the New Look but firm needs to improve the online
advertising and search engine optimization technique.
Mobile Application
Social-media-marketing
Online Advertising
Search Engine Optimization (Seo)
0
2
4
6
8
10
12
14
16
18
Influence of digital-marketing technique on customers
Frequency

Theme 4: Satisfaction of customers towards digital-marketing techniques
used by New Look
Analysis: Large number of customers are satisfied with the digital
marketing techniques of the New Look. For remaining ones, firm need to
use innovative and creative ways.
Yes No
0
5
10
15
20
25
30
35
Satisfaction of customers towards digital marketing techniques used
by New Look
Frequency

Theme 5: Factors affecting consumer behaviour while online purchasing
Analysis: New Look needs to focus on the cultural, social and psychological
factors of the customers.
Cultural Factors Psychological Factors Social Factors Personal Factors
0
2
4
6
8
10
12
14
Factors affecting consumer behaviour while online purchasing
Frequency

Theme 6: Issues faced by customers while accessing digital-marketing
techniques of New Look
Analysis: New Look needs to improve the issues faced by the customers
while using digital marketing techniques.
Lack of proper information
Lack of Security
Unrealistic and fake information
Delivery of products in bad condition
0
2
4
6
8
10
12
14
issues faced by customers while accessing digital marketing techniques of New Look
Frequency

References
Solomon, M., Russell-Bennett, R. and Previte, J.,
2012. Consumer behaviour. Pearson Higher
Education AU.
Stone, M., 2012. Reflections on a life in database
marketing. Journal of Database Marketing &
Customer Strategy Management, 19(4), pp.214-218.
New Look. 2016. [Online]. Available Throug:
<http://www.newlook.com/>. [Accessed on 15th
Feburary 2016]