Internet Marketing's Impact on Consumer Behaviour: UK Fashion - M&S

This report investigates the impact of internet marketing on consumer buying behavior within the UK fashion industry, focusing on Marks & Spencer as a case study. It examines the role of internet marketing, its effects on consumer purchasing decisions, and different types of internet marketing strategies employed by companies like Marks & Spencer to influence consumer behavior. The research also identifies challenges faced by these companies in promoting products through internet marketing. The report aims to provide insights into how organizations can leverage internet marketing to understand and cater to customer needs, ultimately improving market performance. This analysis covers both personal and professional perspectives, enhancing skills such as communication, research, and analytical abilities, while also minimizing risks in future research endeavors. Desklib provides a platform to access similar solved assignments and past papers for students.

Impact of internet marketing on
consumer buying behaviour within UK
fashion industry

Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................3
Background of the research topic................................................................................................3
Background of the organisation..................................................................................................3
Problem statement.......................................................................................................................4
Research aim...............................................................................................................................4
Research objectives.....................................................................................................................4
Research questions......................................................................................................................4
Research rationale.......................................................................................................................5
REFERENCES................................................................................................................................6

CHAPTER 1: INTRODUCTION
Background of the research topic
Internet marketing is considered as the component of marketing which is using internet as
in order to perform marketing activities. This is the a form of marketing which uses internet in
order to deliver promotional message to their customers using different channels of online media
(Bala and Verma, 2018). In the current time internet marketing is proven to be the most
significant method which helps the business to reach out to their customers and to manage their
brand existence into the market. Internet marketing is the umbrella term which covers wide range
of marketing and services and helps the organisation to deliver their message to their existing
and potential audience. This is imperative for the organisation that they use several marketing
methods in order to reach out to their customers and in this manner using social media marketing
so that to prove their global market identity. With the help of internet marketing different
organisation can manage customer buying behaviour as needs of their customers can be
understood in better manner. With the help of internet marketing communication can be rendered
within customers so that their needs can be understood in better manner and the same can be
catered (Kannan, 2017) When an organisation is able to understand behaviour of their
customers then this will be easier that to acquire positive market insight and positive market
results.
The current research report is based on understanding the impact of internet marketing on
buying behaviour of consumers within UK fashion industry. The current report will also include
different types of internet marketing that can be used by the businesses in order to change buying
behaviour of their customer and to acquire market edge as well (Trivedi and Sama 2020). The
report will also include different strategies that can be used by the UK fashion industry so that to
deal with issues within changing buying behaviour of customers.
Background of the organisation
Marks & Spencer is one of the giant fashion retailer situated within UK and having
presence in different nations. The company is specialised in selling of cloths and beauty products
to their customers. The company is using different marketing campaign in order to reach out to
their customers and to manage their brand recognisance into the market. The company is also
using different social media marketing methods in order to retain into the market and this way

the company is able to make up their marketing image. In the same way the company is using
different social media platforms such as Facebook, Instagram and many others so that to
communicate organisational message to their audience. The company is focused over creating
proper presence in their markets and for that the company is using different strategies so that
they can reach out to their customers and manage their business.
Problem statement
The major identified issue within the current research is that there are numerous
competitors those are associated with selling of homogenous products and services. In this
manner the organisations have to use different methods that will make them different from others
(Gautam and Sharma, 2017). The problem is that the organisation is needed to understand
need and demand of their customers so that the organisation may cater the same products or
services to their customers. The current research would identify the issues related with customer
buying behaviour as the organisation would have to face different challenges in terms of
understanding buying behaviour of their customers and needs of their customers.
Research aim
To identify the impact of internet marketing on buying behaviour of consumers within
the UK fashion industry. A study on Marks and Spencer
Research objectives
 To study the role of internet marketing within the UK fashion industry
 To examine the impact of internet marketing on buying behaviour of customers towards
the products of Marks and Spencer
 To identify different types of internet marketing that helps Marks and Spencer in
changing the buying behaviour of consumers
 To determine the challenges faced by Marks and Spencer while promoting products
through internet marketing to customers
Research questions
 What is the role of internet marketing within the UK fashion industry?
 What is the impact of internet marketing on buying behaviour of customers towards the
products of Marks and Spencer?

 What are different types of internet marketing that helps Marks and Spencer in changing
the buying behaviour of consumers?
 What are the challenges faced by Marks and Spencer while promoting products through
internet marketing to customers?
Research rationale
The prominent rationale of executing the current research is that the research will
increase understanding of the researcher in terms of internet marketing and buying behaviour.
The current research report will develop understanding of the researcher that how with the help
of internet marketing an organisation can acquire positive buying behaviour of their customers.
The reason of conducting the current research is that using the same information researcher can
use the same within the career perspective and attain organisational objectives (Inoni, 2017).
The current research would aimed at managing dual perspective within researcher such as
personal and professional. In the respect of personal perspective the current research will assist
the researcher in increasing skills such as communication skills, research skills, analytical skills
and many others. In terms of professional perspective the current research would assist the
researcher in making such edge by which they may conduct future researches in more
appropriate manner (Yang and et. al., 2017). By gaining knowledge from the current research
the researcher would be able to minimise risks within future researches.

REFERENCES
Books and journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma
(2018). A Critical Review of Digital Marketing. International Journal of
Management, IT & Engineering, 8(10), pp.321-339.
Gautam, V. and Sharma, V., 2017. The mediating role of customer relationship on the
social media marketing and purchase intention relationship with special reference
to luxury fashion brands. Journal of Promotion Management, 23(6), pp.872-888.
Inoni, O.R., 2017. Impact of product attributes and advertisement on consumer buying
behaviour of instant noodles. Izvestiya. Journal of Varna University of
Economics, 61(4), pp.393-413.
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International journal of research in marketing, 34(1), pp.22-45.
Trivedi, J. and Sama, R., 2020. The effect of influencer marketing on consumers’ brand
admiration and online purchase intentions: An emerging market
perspective. Journal of Internet Commerce, 19(1), pp.103-124.
Yang and et. al., 2017. Consumer attitudes toward online video advertisement: YouTube
as a platform. Kybernetes.