The Impact of Digital Marketing on Consumer Buying Behavior: M&S

This research project investigates the impact of digital technology on business activity, specifically focusing on Marks and Spencer (M&S). The study aims to analyze the influence of digital marketing on consumer buying behavior, exploring the tactics used by M&S. The report includes an executive summary, introduction, literature review, research questions, and the rationale and significance of the study. The literature review covers key concepts such as digital marketing, consumer behavior, and the evolution of marketing strategies. The research will employ a descriptive design, focusing on 100 M&S customers, to understand the impact of digital marketing on their purchasing decisions. The project also addresses the importance of digital marketing in today's business environment, the evolution of digital technologies, and the importance of understanding consumer behavior in the digital age. The study highlights how businesses leverage digital platforms, like social media, to enhance their promotion strategies and gain a competitive advantage.

RESEARCH PROJECT:
PART 1 and PART 2
Executive summary

Consumers buying behaviour is dynamic in nature and it could be influence by any single
to multiple factors such as marketing, brand value, celebrity associated with the brands etc.
Now a days with the increase in internet technologies and digital medium, it becomes easy for
consumers to acquire information regarding particular products and services. By taking
advantage of it, organisations enhance their promotion on social media website by using digital
marketing framework and strategies. Within this research project design will be descriptive
type that will be defining how digital technology will be impacting. The size of sample will be of
100 customers of M&S.

Topic: The impact of digital technology on business activity Marks and Spencer
INTRODUCTION
Digital technologies greatly advantage the business company in increase their market
share by providing them competitive benefit. In order to carry on competitive environment it is
essential and necessary for business managers to utilize and used in style and advance
technologies in order to gain competitor advantage (Ryan, 2016). At a high level, digital
marketing refers to promotion delivered through digital channels such as, social media, email,
search engines, websites, and mobile apps. Digital technology has revolutionised the way we
conduct business. Over the last decade it has dramatically changed traditional business models
and transformed business activities. The use of digital mobile technology has provided
businesses with a wealth of choice and opportunity. These technologies are used by the
management of business organisations in order to enhance their productivity and profitability.
Digital marketing refers to the marketing strategies used by the marketers of organisation for
promoting goods and services using digital platforms (Tatlow-Golden and et.al., 2017). In
present dynamic environment, with the evolution of hybrid technologies and promulgation of
methods of using these technologies drastically transforms the perception of the consumers as
well as marketers.
Consumers buying behaviour is dynamic in nature and it could be influence by any single
to multiple factors such as marketing, brand value, celebrity associated with the brands etc.
Now a days with the increase in internet technologies and digital medium, it becomes easy for
consumers to acquire information regarding particular products and services. By taking
advantage of it, organisations enhance their promotion on social media website by using digital
marketing framework and strategies. In this context, the researcher will focus on constructing
precise research proposal by covering each and every aspect of the research. In order to
provide in depth understanding of the topic, literature review will be conducted in the study.
Precise research methods will be describe which researcher will use in order to attain the aim
and objectives of the study. By using Gantt chart, the timescale and activities that covers in the
research will be described in effective and efficient manner
4

Marks and Spencer which is one of the leading multinational retailer in United Kingdom
utilise digital technologies for various purposes such as marketing, customer relationship
management, etc. The focus of present research study will be on analysing the impact of digital
marketing on customer buying behaviour by researching on the tactics utilised by Marks and
Spencer.
LO 1
P1 Produce a research proposal that clearly defines a research question or hypothesis,
supported by a literature review.
Background of study
Digital marketing have changed the opinion of marketers working in today's company. It
indeed outshines the traditional marketing method and raise development and productivity of
organisations. In order to continue in the competitive international environment it becomes
difficult for business organisations to attract and hold consumers towards company (Tiago and
Veríssimo, 2014). Now with the assistance of various means and technologies marketers are
using digital style and channels to deliver information regarding organisational product and
services. Researchers in their previous study have reviewed opinion of customers regarding
digital marketing methodologies.
Aim
The aim of research study is “To analyse the influence of digital marketing on consumer
buying behaviour; A study on Marks and Spencer.”
Objectives
 To know the meaning of digital marketing and its applications.
 To understand the consumer buying behaviour. To analyse the impact of digital marketing on consumer buying behaviour.
Research questions
1. What is the meaning of digital marketing?
2. How is consumer behaviour regarding purchase influenced?
3. What is the impact of digital marketing in transforming consumer buying behaviour?
5

Rationale of study
Digital marketing is considered to be the latest trend which is currently circulating in the
marketing department of organisations. From this research study, researcher will be able to
acquire adequate knowledge and information regarding digital marketing and its applications.
Researchers has also reviewed the potential of digital technologies on companies development
and growth. In this context, researcher in this work will conduct research investigate in order to
get sound perceptive of digital marketing and technologies connected with it (Hackley, Hackley
and Bassiouni, 2018). Digital marketing set strong impact on the marketers, some organisations
still chose conventional method of marketing over digital marketing. Customer's opinion
matters in respect to the type of digital marketing they want from company to exercise in order
to deliver quality publicity and publicize to the clients. Researchers in their old study has
reviewed that opinion of consumer in relation to digital marketing done by company say for
instance on social media or on various websites by search engine optimisation. The research
study will help in enhancing the comprehension understanding of researcher regarding digital
marketing strategies and its impact on consumer buying behaviour. It will also provide an
opportunity to examine the marketing department of Marks and Spencer, United Kingdom.
Significance of study
This research study will enhance the comprehension understanding of readers who read
the research study regarding impact of digital marketing and its impact on consumer buying
behaviour. The research is significant for the management of Marks and Spencer as the
marketers will be able to know about their digital marketing tactics and the way they can
enhance it in order to increase the productivity and profitability. The research is significant for
the academicians and other authors who desire to carry out the research study on similar topic.
They can use it for conducting literature review in their study.
LITERATURE REVIEW
For conducting the research in impelling mode, it is crucial that appropriate details are
collected that will enable to cover theoretical aspect in impressive way. There are numerous
researches that are deepened on related subject and these make sure that in depth
understanding can be lifted efficiently. In order to cover the research areas, aim of the research
6

topic are separated for verifiable limited information can be beaded. Literature review is
considered to be very important part of the research study. In literature review, researcher will
create robust argument by comparing and contrasting on the articles and journals written by
senior researchers and authors. The motive of constructing literature review is to establish
theoretical framework in the study. Researcher will provide in depth understanding of the topic
through by analyzing the articles in effective and efficient manner.
Paul and et.al., (2018) detailed that consumer position digital marketing method as a sources
with the assistance of which single get information detail the turned that organization are
willing to provide. Apart from this reasoning, it compulsory to be made in which management
can execute their fit function in that way that they can execute their pertain. One of the digital
technology can be utilized is email. This is effectual sufficient to make sure that all the updates
respect the on that are formed by the business can be formulated. Apart from these worker
should be concerned in judgement have decent statement about the difficulty that are being
faced by consumers. This is impelling to make individual encouragement and in processing
certainty and assurance within the cognition of person.
Usage of digital technology which has assist up the sales and profitability of the concern
in positive style. Further, there are other conditions in which management is needed to make
exercise of fresh or modify technology. This can only be done, when direction has becoming
section of cost done. Every action that are enclosed in the concern should be decently analysed
and evaluated. Ryan, (2016) said that this way, it makes worker to use all the scheme and in
considering the inevitably which are fit by the concern. Apart from this, research and study
change to determine the areas in which alteration can be finished. Online marketing are
customized in the digital manner and they are very inexpensive. Transformation rate is high:
online marketing is very facilitatory to measurement and the transition rate, with the assistance
of digital marketing well known the spectator and how many group are signed the channel. The
essential marketing way is email marketing and social media marketing is unable to create very
impelling and quick connection channel.
Provide consumer aid online marketing is made-to-order in the digital way and they are
very much cut-rate. Tatlow-Golden and et.al., (2017) be given that transformation rate is high:
7

online marketing is very accommodating to criterion the changeover rate, With the help of
digital marketing well known the observer and how masses are signed the channel. The all
important marketing way is social media marketing and email marketing is capable to appoint
very impelling and quick connection channel. Tiago and Veríssimo, (2014) said that consumer
influence is very essential because with the aid of this it can figure out the difficulty for client.
They will also provide the web-chat facility. The E-commerce site was moving on the smart
telephone so that consumer straight accession their phone to see the particular of commodity
(Yadav, Joshi and Rahman, 2015). It will be very favorable to the client because it can well
acquisition fact of commodity and they also check the new goods on their smartphones.
Digital marketing and its applications
According to Chaffey, (2015) digital marketing refers to the process of advertising
organisational products by using digital medium or technology. In the present era, the growth
and development in the field of science and technology new and advance ways for enhancing
productivity of the organisations have been discovered and utilised rigorously. In order to
prolong in the contending environment using early technologies become the requirement of
the structure. Focus of company is to gain supreme profit, this is achievable when they are
capable to meet anticipation of service offered to users. There are diverse type of good that
companies and consumer get. Kannan, (2017) said that in conformity with the representation
that are carried out by customers they are able to make comparability of the commodity and
services that are delivered by other organisations. The manner consumer get welfare by
assessment that are given by individual who have made usage of the work and goods.
On the other hand, advantage to organisation is that they are able to impart message
regarding offers like free gifts, discounts etc. When these are done, then path can be taken with
the help of areas which improvement can be recognised. Further, it needs to see the problems
that are deal by workers. When employees are not contented, then they neglect the necessities
of consumers in effectual mode. Thomas, Crook and Edelman, (2017) argued that without this,
it can also be alleged that instance to time research is continued. When these are done, then it
changes to determine the level of gratification that it is being earned by work users. In this
context, befitting path is needed to fit roles that are necessary to be carried out is adjusted
8

(Stone and Woodcock, 2014). Digital technology make the business concern to compass the
objectives in coloured consumers with advanced attribute services.
Consumer buying behaviour
Solomon and et.al., (2014) elaborated that consumer buying behaviour is aggregate of
attitudes, intentions, preferences and decision of consumers while making purchase of
particular products and services. Every consumer has varied behaviour which depends on the
factors which influence them the most while making purchase. The study of consumer
behaviour draws upon social science disciplines of anthropology, sociology,psychology and
economics. Bennett, (2016) elucidated that consumer make decisions on the basis of numerous
criteria. However, the trigger of consumer purchases occurred before the actual purchase itself.
This is where marketing plays its part. Marketing and advertising perceived to transform or
influence the buying behaviour of consumer.
Consumer before deciding over what and how to buy need to determine that is it
necessary to buy that particular product or not which will depend up on need or problem
associated with product and services. So it is important to study need, want and behaviour of
consumer which would linked with disposal of goods and services which they are buying or
consuming. It would be important to study that what factors that are influencing their buying
decisions are and how will consumers to get emotionally attached to that product. According to
Rowley and Keegan (2017) it was included that buying behaviour of consumers should be
clearly understood so that examination of how will attitudes, preference and emotions impact
that behaviour. This study of buying behaviour of consumer will also be including or
investigating on to these consumers like basically different based on friends, family, society or
related to any ethnic group. This study of how would consumer behaving at time of purchasing
which is before, on and after buying of specified product or availing that service. Many
companies in today’s scenario are using database management system like that of Customer
Relationship Management (CRM) which is used as an asset in analysing behaviour of customer.
This consumer buying behaviour is 5 steps procedure as explained by Parsons, Maclaran
and Chatzidakis (2017) which helps customer in identifying their need and then buying them
through use of money.
9

Consumer Buying Behavior Can is defined as the process of arriving at the decision to
buy a product/service. It is a sequential process and needs to be studied by marketers in order
to make strategies for marketing their product and understand the mind set of customers. 5
Steps of Consumer Buying Behaviour is discussed below
Problem Identification When a consumer's needs are aroused because of hunger/thirst
for a particular thing termed as internal stimuli or by advertising or word of mouth termed as
external stimuli all of these result in identification of the problem for need of a particular
product. All of these aspects compel an individual to buy a product which initiates the process
of consumer buying which is by Zahid, Ali and Amin (2018).
Information Search after recognising needs the buyer searches out various sources of
information such as magazines, newspapers, television, internet etc. In order to find apt
information regarding the product he wishes to buy. Researching on various sources helps him
to get different prices at which it could procure that product, findings also results in choices
amongst which he could choose from.
Evaluation Of Alternative the consumer has various information available about
different brands, now he evaluates this information based on different factors such as price,
quality offered, availability of product, benefits attached to it etc. The brand that meets his
requirements is most likely to get selected.
Purchase Decision is the stage where finally the purchase occurs after evaluating all the
best possible alternatives and selecting the best one based on individuals choice. According to
by Quinton and Simkin (2017) simply the best product/service is selected in comparison to all
the available choices in the market. The purchase decision may get affected due to two factors
either monetary issue or negative attitude of people around him forcing him to drop the idea of
purchasing this product.
Post Purchase Decision Consumer buy a product expecting that his needs will be
fulfilled, if they are then a consumer has derived satisfaction and will continue to use the
product resulting in brand loyalty but if not then it would result in bad publicity of product and
loss of a customer. That is the reason why modern day companies ask for feedback from
customer through feedback forms attached with the product or on mail. This helps them to
10

know if the consumer had any problem/ issue regarding the product and quickly resolve that
problem in order to retain that customer.
Impact of digital marketing in transforming consumer buying behaviour
Digital marketing as included into the above section is the most influential factor which
is transforming and revolutionising business, improving profits and leading to gaining more
customers from markets other than competitors. Ryan, (2016) said that digital marketing is
process of communicating, promoting and selling out products of company on wider platform.
There are more changes which are taking place in terms of digital marketing like that of
website, search engines, mobile applications and social media. All of them are more influencing
factors as consumers of today’s world is buying or purchasing products and services only after
doing proper research and gaining more knowledge about company. No customer would now
be making any kind of purchase without knowing about product whether it is mobile phones,
TV or even fashion related products. Complete market research and collecting all type of
information regarding products, services and company would be essential for customers so that
they could be choosing correct firm.
Paul, Bhuimali and Bhowmick (2018) studied that this digital marketing of the products and
service through use of various channels other than that of traditional one is helping in
leveraging company to sell higher number of products. there are many benefits of digital
marketing including like that of reaching out to more number of prospects of company through
just simple steps of promotions, gaining improved and loyal customers and also increasing
business investors. So this will also be impacting buying behaviour of consumers if company is
engaged in digital marketing methods. However, Doorey, Wilcox and Eastin, (2017) also
included that those organisations that are not promoting or advertising their products and
services through use of digital technology will be saving cost of marketing but incurring huge
amount of loss in form of profits and customers as well.
As if company is not indulging in more digital marketing then there are chances that
they are gaining much or standard amount of profits or losing up their existing customers and
not able to increase new one as well. There are many factors which would be influencing buying
behaviour of customers like that of perception, attitude and gender or age but rather than
11

these digitalisation is also one of the important factor influencing. Ghose and Todri (2015)
viewed that those customers who are having complete or more knowledge of products and
services of company would be tend to buy correct quality or product at right price.
In one of the survey it was included that about 60% of urban population is having their
online presence which tends to improve their knowledge related to products. So this would be
making customer empowered to choose correct and their choice of product by becoming more
and more demanding. They are indulge in influencing others as well about what to buy and how
to make the purchase that will be getting them most correct form of deal with great discount
offers. So it is required as per companies that they are giving their customer personalised and
consistent experience as well which is done after connecting with them at right place. Ryan,
(2016) examined that marketers should be capturing data which is related to their customers so
that experience and marketing is becoming relevant to all relevant customer and that too for
the first time as well.
P2 Examine appropriate research methods and conduct primary and secondary research.
METHODOLOGY
Research design
Mainly research design is of 3 types exploratory, descriptive and causal which will be
helping in diagnosing situation or discovering new ideas as well. So in this latest topic which is
concerned about affect of digital marketing on action of concern like that of customer buying
behaviour (Riedl, Davis and Hevner, 2014). Descriptive type of research design is used within
this study which will be helping researchers to describe the topic in brief.
Research philosophy
They are the belief which is guiding researchers to collect and analyses the data which is
collected there are two types namely interpretivism and positivism. So in this current research
interpretivism is used which will be mainly focusing on social science and interpreting
qualitative data.
Data collection
This is called to as methods of collecting data or information that is related to topic
there are two sources like that of primary and secondary (Wildemuth, 2016). In this research
12