Customer Perspective on Lidl's Marketing Platforms

This research project investigates customer perspectives on innovative technological marketing platforms, using Lidl Stores (UK) as a case study. The report explores the effectiveness of different marketing platforms, including social media and SEO, and compares their impact on sales. It addresses r...Read More

RESEARCH PROJECT
An investigation of customer perspective on innovative technological
marketing platforms.
Case study of Lidl Stores (UK)

Table of Contents
CHAPTER ONE..............................................................................................................................3
Introduction......................................................................................................................................3
1.1 Background...........................................................................................................................3
1.2 Aims, Objectives and research Questions.............................................................................3
CHAPTER TWO.............................................................................................................................5
Literature review..............................................................................................................................5
2.1 Consumer opinion on innovative marketing platforms.........................................................5
2.2 Effectiveness of marketing platforms...................................................................................5
2.3 Comparing the effects of marketing platform with effective of sales...................................6
CHAPTER THREE.........................................................................................................................8
RESEARCH METHODOLOGY.....................................................................................................8
3.1 Introuduction.........................................................................................................................8
3.2 Research type........................................................................................................................8
3.3 Research Approach...............................................................................................................8
3.4 Research philosophy.............................................................................................................9
3.5 Data collection......................................................................................................................9
3.6 Data analysis.........................................................................................................................9
3.7 Sampling.............................................................................................................................10
3.8 Ethical considerations.........................................................................................................10
3.9 Limitation............................................................................................................................10
TIME SCALE................................................................................................................................10
REFERENCES..............................................................................................................................12

CHAPTER ONE
Introduction
1.1 Background
In the contemporary competitive market, it is important for companies to focus on
effective marketing strategies. According to Adam et al. (2020) marketing is the promotion of
goods and services of the company in order to attract the customers. The marketing platforms are
defined as the platforms with help of which the company can easily promote the products and the
services of the company. the current research is based on the company Lidl stores. This is a
company dealing in the retail industry and was found in the year 1973 by Josef Schwarz and is
headquartered in Neckarsulm in Germany. The current report will outline the opinion of
consumer over the different marketing platforms and the mediums through which company can
market its product and services in the competitive market.
1.2 Aims, Objectives and research Questions
The aims of this research, therefore, are.
(i) To investigate customers’ opinions about innovative marketing platforms.
(ii) Also, this research (although will be about customers pooled from the public who have
shopped in Lidl store), it aims to provide useful information on customer perspectives
on the growing application of technology to improve the shopping experience.
Objective:
1. To evaluate the perception of customers about marketing platforms
2. To assess the effectiveness of the marketing platform
3. To compare the effect of a marketing platform with the effect of sales in retail
Research questions:
1. What impact has the pandemic on customer’s perspectives about online marketing
platforms?
2. What is the impact of estimation effectiveness of marketing platform and technology in
retail?
3. What are the results of sales using marketing platforms and technology in retail?

Rationale for this study
With respect to the current marketing environment, it is most essential for the company to
have an effective marketing strategy. The major reason for this is that the competition within the
market is very high and if the company will not make the use of the effective marketing
platforms then this will create a negative impact over the working and efficiency of the company.
thus, the reason for the selection of the opinion of consumer over the marketing platform will be
helpful for the company to know that on which platform they must focus. In addition to this
another major reason for the selection of this topic is the personal and academic interest of the
researcher themselves.

CHAPTER TWO
Literature review
2.1 Consumer opinion on innovative marketing platforms
As per the opinion of Vassalos and Lim (2016) the marketing platform is defined as the
area or the platform which are helpful to the company in order to manage the marketing of the
product and services of the company. in addition to this the marketing platform are the different
types of methods which can be helpful for the company in order to promote and market the
product and services of the company. These platforms are a good medium for the companies
which assist the company in managing the marketing of the company to a great extent.
On the other side Kotler and et.al., (2020) argues that if they will take the help of the
marketing platforms then this will increase the cost of the company. in addition to this if the cost
will increase then it might be possible that the profits of the company decrease. Along with this it
is also very important and crucial for the company to effectively and wisely chose and select the
different types of platforms. The major reason for this is that when it comes to platforms of
marketing then there is a wide variety of platforms which are helpful for the company.
2.2 Effectiveness of marketing platforms
For the purpose of marketing there are different types of platforms which are available to
the company for the management of the company and the product and services. With reference to
the views of What is a digital marketing platform? (2020) the major marketing platform which is
available to the company is the social media marketing platform. This is the most common and
simpler platform which covers a wide range of the product and services in the highly competitive
market. This is particularly because of the reason that in this modern and technologically
advance world most of the people are attracted to the use of different social media platforms.
Thus, if the company will majorly focus on the social media platform then this will be assistive
to the company in attracting a large set of consumers. This is particularly because of the reason
that this is very convenient method of attracting a large set of consumers at a single time.
On the other side Saleh and et.al., (2019) argues that the major effectiveness of the social
media marketing is that this will increase the awareness of the company to a great extent. The
major reason underlying this statement is that when the company will focus over social media

marketing then this will increase awareness of the consumer towards the company. in addition to
this the brand awareness will increase. In against of this Costello and Reczek (2020) criticizes
that the major effectiveness of this method is that this increases the consumer satisfaction. The
major reason for this is that when the company will lay more emphasis over the social media
platforms then this will make the consumer satisfy. This is due to the fact that when the product
and service will be marketed over social media is that this will create a good image over mind-
set of consumers. Thus, this will increase the efficiency of the product and service in attracting a
larger variety and number of consumers.
In contrast to this Kovalenko and Cherkashina (2018) articulates that another major
important platform of marketing SEO that is Search Engine Optimisation. This is a type of
platforms for marketing which involves the steps for improving the quality of the website or the
web page of the company. the major reason for this is that the website of the company is like a
cover page which attracts the consumer to a great extent. Thus, if the website or the webpage of
the company will not be good and effective then this will create a bad impression over the
consumers. This is particularly because of the reason that when the company will create a better
and attractive website then this will increase the interest of the consumer in the company. this is
the major effectiveness of the SEO as the marketing platforms.
2.3 Comparing the effects of marketing platform with effective of sales
By referring to the views of Tafesse and Wien (2018) the use of marketing platform will
create better sales of the company. the major reason for this is that when the company will use
the latest marketing platforms then this will attract a majority of the consumers. This is
pertaining to the fact that when the company will use all the latest methods and techniques of
marketing the product and services then this will motivate the consumer to purchase the product
and services of the company.
On the other side Shen and et.al., (2020) argues that if the company will make the use of
the latest trends and the marketing tools then this will attract most of the consumers. This is
majorly due to the reason that when the company will use all the latest methods then this will
increase the awareness and interest of the consumer towards the company. as a result of this the
sales and income of the company will increase to a great extent. In addition to this when the
company will make the effective use of all the latest methods and technology then this will
increase the goodwill and market share of the company to a great extent. Along with this, the use

of latest marketing platform will assist the company in creating a good and competitive market
position among the company and all the other competitors.

CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introuduction
RM is the specific procedure and technique which is used by the company in order to
determine and analyse the data with regards to the specific topic. With the help of this section,
scholar critically evaluate the study's overall validity and reliability which in turn assist to meet
the define aim. There are many key aspects used in this section that helps to generate the best
results. These are as mentioned below:
3.2 Research type
There are three types of research that are used by researchers as per the topic selection.
Such that qualitative which is deal with non-numeric data, quantitative which is completely relies
upon the numeric data. Last is mixed which is a mixture of qualitative and quantitative study in
which both open and closed ended questions are asked to meet the define aim (Snyder, 2019).
Among all, scholar will use quantitative research type because it is more reliable as
compared to other form. On the other side, this type will also be able to identify the pattern as
well as causal relationship between two variables that assist to investigate the perception of
customers about marketing platforms.
3.3 Research Approach
Approach is all about plan and procedure which consist of different steps of wide
assumptions into detailed method of data collection and interpretation. The study will help to
analyse the answer of the chosen problem and this in turn takes a research toward positive
direction (Mohajan, 2018). There are three types of research methods such that inductive,
deductive and abductive.
Among all, scholar will choose deductive research approach that helps to assess the
relationship between concepts and variables. Thus, with the help of chosen type, scholar is able
to generalize the research findings to a certain extent which in turn helps to investigate the
customer perspective on innovative technological marketing platform. This also offer a chance
to scholar to generate a good understanding about the topic and answer the research questions as
well.

3.4 Research philosophy
It is the notion about a way through information about a phenomenon is gathered and
analysed and used to accomplish the set and define target. In the same way, there are four types
of research philosophy used by the scholar as per the selection of topic. These are Realism,
Interpretivism, Positivism and Pragmatism (Ørngreen and Levinsen, 2017). So, with the help of
selected research philosophy scholar deals with sources which in turn takes a research in positive
manner.
Among all, scholar will choose Positivism research philosophy that helps to interpret the
social world in well manner by analysing the researcher's interest. Hence, in the same way, to
examine the perspective of customers on innovative technological marketing platform scholar
uses this strategy to answer the research questions as well.
3.5 Data collection
It is the process through which information is gathered and collected in order to answer
the research questions. Hence, with the help of selected data collection methods, scholar is trying
to meet the define aim and develop a strong communication channel between respondents and
scholars. There are two types of data collection methods which will also use by the investigator
(Zangirolami-Raimundo, Echeimberg and Leone, 2018). Such that by using primary data
collection methods, scholar design the questionnaire under survey method that helps to answer
the research questions. This method is also known as first handed research which in turn improve
the results in positive manner.
On the other side, scholar will also secondary data collection method in which relevant
books and articles are selected which in turn improve the overall results. In addition to this,
scholar should also make sure that the selected resources published within last 5 years because
old research will not be able to answer the research questions.
3.6 Data analysis
It is the process of inspecting and cleansing the data which is collected by the scholars in
order to generate the valid results and also support scholar in decision making process. As the
entire research is based upon quantitative study and that is why, scholar used thematic data
analysis in which different themes are designed that helps to present the entire data in more
presentable manner (Dodds and Hess, 2020). In addition to this, different graphs and tables will
be generated that assist to meet the define aim in specific tenure. As research will be based upon

quantitative study, that is why, SPSS tool is used that helps to generate the valid results which in
turn meet the define aim as well. Therefore, through data analysis, a result is generated that helps
to identify the customer perspective on innovative technological marketing platforms.
3.7 Sampling
It is the process which is used in statistical analysis through which predetermine number
of observations are taken in larger population. In the same way, sampling assist to conduct the
research in better manner and analyse the views of selected respondents as well. There are two
types of sampling method such that probability and non-probability (Basias and Pollalis, 2018).
Among all, scholar will have used simple random sampling method in which 30
participants are selected who helps to analyse the views of chosen respondents. Also, in this a
large population is chosen in which some participants are selected which in turn helps to analyse
the customer perspective on innovative technological marketing platforms.
3.8 Ethical considerations
There is a need to comply with all principles which in turn conduct the entire research in
better manner. Also, confidentiality should be maintained which in turn helps to protect the
private information from others. In addition to this, scholar should comply with Data protection
act so that it will help to prevent the data (Ngozwana, 2018). Also, take consent from the selected
participants before conducting the research. Moreover, make sure that there is no
misrepresentation of data and communication should be clear so that it will lead to generate the
best results.
3.9 Limitation
While conducting the research, scholar faces issue with regards to accessibility of
the data. Such that there are many websites which are access denied and this in turn consumes lot
of time that may affect the results as well
TIME SCALE
Task
Mode Task Name Duration Start Finish Predecessors
Auto
Scheduled
Selection of the topic for the
research 5 days Wed
10/14/20
Tue
10/20/20
Auto
Scheduled Development of aim and objective 6 days Wed
10/21/20
Wed
10/28/20 1
Auto
Scheduled Reviewing the various sources 15 days Thu
10/29/20
Wed
11/18/20 2

Auto
Scheduled
Identifying the various methods of
research 7 days Thu
11/19/20
Fri
11/27/20 3
Auto
Scheduled
Sending the proposal for agreeing
and filling ethics form 5 days Mon
11/30/20 Fri 12/4/20 4
Auto
Scheduled Approval to the proposal 7 days Mon
12/7/20
Tue
12/15/20 5,3
Auto
Scheduled Making the questionnaire 15 days Wed
12/16/20 Tue 1/5/21 6
Auto
Scheduled
Sending the questionnaire for
primary research 8 days Wed
1/6/21 Fri 1/15/21 7
Auto
Scheduled Colleting the data 15 days Mon
1/18/21 Fri 2/5/21 6,8
Auto
Scheduled Analysis of the collected data 20 days Mon
2/8/21 Fri 3/5/21 9
Auto
Scheduled Concluding from the analysis 15 days Mon
3/8/21 Fri 3/26/21 10
Auto
Scheduled Submitting the final project 5 days Mon
3/29/21 Fri 4/2/21 11

REFERENCES
Books and Journals
Adam, M., and et.al., 2020. The Role of Digital Marketing Platforms on Supply Chain
Management for Customer Satisfaction and Loyalty in Small and Medium Enterprises
(SMEs) in Indonesia. International Journal of Supply Chain Management, 9(3), pp.1210-
1220.
Basias, N. and Pollalis, Y., 2018. Quantitative and qualitative research in business & technology:
Justifying a suitable research methodology. Review of Integrative Business and
Economics Research. 7. pp.91-105.
Costello, J.P. and Reczek, R.W., 2020. Providers Versus Platforms: Marketing Communications
in the Sharing Economy. Journal of Marketing, 84(6), pp.22-38.
Dodds, S. and Hess, A.C., 2020. Adapting research methodology during COVID-19: lessons for
transformative service research. Journal of Service Management.
Kotler, M., and et.al., 2020. Big Data Marketing Platforms: Applications of Big Data in
Marketing. World Scientific Book Chapters, pp.265-292.
Kovalenko, O.Y. and Cherkashina, A.S., 2018. Search engines advertising and marketing
platforms in social communication. Молодий вчений, (4 (2)), pp.631-633.
Mohajan, H.K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People.7(1). pp.23-48.
Ngozwana, N., 2018. Ethical Dilemmas in Qualitative Research Methodology: Researcher's
Reflections. International Journal of Educational Methodology. 4(1). pp.19-28.
Ørngreen, R. and Levinsen, K., 2017. Workshops as a Research Methodology. Electronic
Journal of E-learning.15(1). pp.70-81.
Saleh, G.A., and et.al., 2019. Exploring Online Platforms for Marketing Agricultural and
Entrepreneurial Products in Colleges of Education. Gombe Technical Education Journal,
12(1), pp.106-114.
Shen, C.W., and et.al., 2020. Social media marketing of IT service companies: Analysis using a
concept-linking mining approach. Industrial Marketing Management, 90, pp.593-604.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of Business Research.104. pp.333-339.
Tafesse, W. and Wien, A., 2018. Implementing social media marketing strategically: An
empirical assessment. Journal of Marketing Management, 34(9-10), pp.732-749.
Vassalos, M. and Lim, K.H., 2016. Farmers’ willingness to pay for various features of electronic
food marketing platforms. International Food and Agribusiness Management Review,
19(1030-2016-83119), pp.131-149.
Zangirolami-Raimundo, J., Echeimberg, J.D.O. and Leone, C., 2018. Research methodology
topics: Cross-sectional studies. Journal of Human Growth and Development.28(3).
pp.356-360.
Online

What is a digital marketing platform? 2020 [Online]. Available through: <
https://www.marketingevolution.com/marketing-essentials/what-is-a-digital-marketing-
platform-marketing-evolution >