Zara: Analyzing the Impact of Digital Marketing on Customer Perception

This report investigates the impact of digital marketing on customer perception, using Zara as a case study. It begins with an abstract outlining the research's quantitative approach, focusing on how digital marketing influences customer perception through primary research methods, including questionnaires. The report then delves into the benefits of digital marketing, such as improved efficiency, versatile working arrangements, effective audience targeting, enhanced customer experiences, and digital security. The literature review explores how Zara utilizes social media to connect with customers and understand their needs, affecting customer perception and buying behavior. The methodology section details the research process, approach, strategy, and instruments used. Findings, discussion, and conclusion sections analyze the relationship between digital marketing and customer perception, evaluating the issues faced by the company and providing recommendations for future research. The study highlights the importance of digital strategies in shaping brand image and consumer behavior within the fast-fashion retail industry.

Impact of digital marketing in forming up
customers perception on Zara

ABSTRACT
The present investigation study aim is to examine the impact of digital marketing in
forming up customers perception on Zara, using the survey strategy within quantitative research
method. This mainly explores that in which manner the digital marketing is helpful in building
up the customer perception towards Zara. The present investigation is based on the primary
research method. Empirical framework for this investigation is mainly founded on the literatures
on digital marketing and also customer perception. The primary data is mainly gathered by the
questionnaire in order to give the answer of research questions. There has been quantitative
research method used as it provides the specific results. Findings are not to be straightforward
some of the variations come out which are varied than the generalise assumption. The findings
are based on the literature review on specific subject area. Present study established that there is
a correlation among digital marketing and the customer perception. The It has been examined
that Zara using the different social media tools to communicate with the customers, examine
their preferences and also identify their perception. The present study finds that customer
perceptions and the digital marketing impact on the buying behaviour of customers. Present
paper is academic study that conducted at Zara to study about the digital marketing and
customers perceptions to making the business productive and profitable.

Table of Contents
ABSTRACT.....................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................2
1.1 Background to Research Topic.............................................................................................2
1.3 Research Rationale................................................................................................................3
1.4 Research Questions...............................................................................................................3
1.5 Research aim and objectives.................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
2.1 Introduction of literature review...........................................................................................5
2.2 Main body with heading and sub-headings...........................................................................5
2.3 Conclusion of literature review.............................................................................................9
CHAPTER 3: METHODOLOGY................................................................................................10
3.1 Research process.................................................................................................................10
3.2 Research Approach.............................................................................................................11
3.3 Research strategy................................................................................................................11
3.4 Research methodology........................................................................................................12
3.5 Research instruments..........................................................................................................12
3.6 Sampling.............................................................................................................................12
3.7 Ethical Implications............................................................................................................13
CHAPTER 4: FINDINGS.............................................................................................................14
CHAPTER 5: DISCUSSION.........................................................................................................16
CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................33
6.1 Conclusion...........................................................................................................................33
6.2 Recommendations...............................................................................................................34
6.3 Implications for further research.........................................................................................34
REFERENCES..............................................................................................................................36

Title: Impact of digital marketing in forming up customers perception on Zara.
CHAPTER 1: INTRODUCTION
1.1 Background to Research Topic
Digital marketing is act of promoting as well as selling goods and services through
leveraging the online tactics. It is marketing approach that mainly relied on internet to connect
with target audience by different digital media platforms and channels. Digital marketing is a
marketing component that use internet and the online based digital technologies for an instance
mobile phones, desktop and some other digital media in order to promote goods and services.
The firms leverage the digital channels like social media, search engined and others to connect
with the prospective and current consumers. It has number of the channels and they can be
separated into the online marketing channels (Chaffey, 2019). The digital marketing target
particular segment of consumers and also interactive. It is on rise and also consist the search
results, promoted tweets and email ads. It is related to promotion of brand or products by one or
more than electronic media forms and this varied from the conventional marketing. The
consumer perception plays necessary role in identifying that brand will fail or flourish. It is more
impressionable and also can change on the basis of various creative marketing strategies that
firm employs. The consumer perception encompasses way customer choose, organise and also
interpret information as well as stimuli concerned to brand, goods and services. In regards to
this,digital media is encompassing that the customers have proper access to the information at
any place and any time they mainly want this. This is fast growing information source, social
interaction and the entertainment. Customers mainly wants the brand which they can be only
trust, firms are familiar, interaction personalized and also provide the services and products on
the basis of needs a customer. As comparison to the traditional media, digital media is cheap and
affordable for all the businesses (Kannan, 2017). The perception of customers is necessary aspect
for entities of business since this facilitates developing brand name understanding as well as
perception. Before buying or experiencing the services and products, consumers have tendency
to create the perception.
1.2 Background of research organisation
Zara is Spanish appeal based on the Arteixo in Galicia. This company is specialism in the
fast fashion goods such as clothing, shoes, beauty, swimwear, perfumed and other accessories.

This is one of the biggest firm in Inditex group and largest retailer of apparel. This company was
founded in year 1975 by Amancio Ortega and Rosalia Mera. The products of Zara are mainly
supplied on the trends of customers. This is more supply chain responsive that ships new goods
to stored twice a week. Zara used the digital marketing to educate its consumers by optimization
of search engine, content creation and emails with the promotions. This will work for the Zara
through being targeting as well as affordable young adults instead of targeting wider audience.
Popularity and success of Zara stem mainly from its capability to provide consumers what they
mainly want. Technology driven approach and flexible supply chain have to be translated in
better business outcomes. The Zara mainly use different social media tools such as Facebook,
twitter and Instagram to connect with customers and also provide them information about the
products and services in a better manner (Chaffey and Smith, 2017).
1.3 Research Rationale
Present investigation is related to Impact of digital marketing in forming up customers
perception on Zara. It is one of the big concept as digital marketing is helpful in providing
information to customers online and also examine their needs and wants significantly. Through
conducting the present investigation, researcher can know about the digital marketing and also
perception of customers. The present investigation is mainly conducted from the personal and
professional opinion. The personal context of a researcher in conducting present investigation is
to get the knowledge about the effectiveness of the digital marketing in developing the consumer
perception (De Pelsmacker, Van Tilburg and Holthof, 2018). Other than this, in professional
context researcher can know about the benefits of digital marketing and its impact on making the
perception of customers better. This helps in enhancing the analytical and research skills of an
investigator in order to performing research in future.
1.4 Research Questions
 What are benefits of the digital marketing?
 What is the impact of digital marketing in forming up customers perception on Zara?
 What are the different issues faced by company while using digital marketing?
1.5 Research aim and objectives
Aim

To examine the impact of digital marketing in forming up customers perception on Zara.
A study on Zara.
Objectives
 To examine the benefits of digital marketing.
 To determine impact of digital marketing in forming up customers perception on Zara.
 To evaluate the issues faced by company while using digital marketing.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction of literature review
Literature review is comprehensive summary of the past research on topic. It is necessary
that the review should be summarize, explain, enumerate and also clarify the previous
investigation. It identify areas of the prior scholarship in order to prevent the duplication and also
give the credit to some other investigators (Todor, 2016). There has been secondary method of
data collection used by consisting different sources such as books, articles, internet sources and
journals. There has been analyse the different opinions and viewpoints of the chosen
respondents. There has been literature review conducted on digital marketing that help in
developing the customer perception in better manner. Literature review focuses on attaining the
research objectives in an effective manner.
2.2 Main body with heading and sub-headings
Benefits of digital marketing
According to opinion of Don Q. Dao (2020) Digital businesses use the technology to
develop new values in the business, internal capabilities and customer experiences that supports
core operations. It includes both traditional players and digital only brand which transforming the
businesses with better or advanced digital technologies. This is an integration of the digital
technology into business areas that changing how operate as well as deliver the values to
consumers. This is cultural change that needs company to challenge continually status quo,
comfortable with the failure and experiment (Kingsnorth, 2019). It is helpful in improving the
profitability, increase speed to the market for goods and also leverage the satisfaction in loyalty.
There are some benefits of digital marketing to business given below:
Improved efficiency & enhanced productivity- To attain the success of business,
increasing the productivity and efficiency is necessary. The digital technology is helpful in
communication, content management, access to analytics the data and collaboration. The
company is embracing technology in order to develop the digital workplace that can make
improvement in business cohesion. Assure that the business does not get left behind an also
select the vital technology that mainly supports way business wants to be work (Dodson, 2016).
Versatile working- Nature of the work has been mainly transformed through digital
technology. Enhanced connectivity means that several people now have the better opportunities

for doing work from home, remote working becomes enhancing. Without requirements for all
the employees to be present in similar building, several working practices and possible.
Targeting Audience Segments Effectively- Firms can use the online search engined for
an instance social media channels like Facebook, Instagram and Google in order to target the
different audience segments with better content and tailored ads. For an example, Google enable
the businesses to be target through keywords and demographics. In regards to this, re-marketing
to the users visited previously website of business and possibility to search for the same goods.
This targeting permits the businesses to provide the valuable information to business to audience
segments (Confos and Davis, 2016).
Digital Technology Improves Customer Experience- In the present time period,
understanding consumers is necessary as this is providing the better experience to customers has
necessity to retain business successful. Analytics is one of the better method to attain it. With the
help of digital technology, firms leverage the digital analytics to learn regarding purchasing
journey of consumers and also understand right moment and place for engaging them effectively.
With the help of google analytics, marketers can be analyse the traffic paths of users in order to
see the web pages to engaging them. It can give the marketers with the better insights to sustain
them and also drive them down funnel (Herhausen and et. al., 2020).
Digital security- This is necessary to keep the assets protected. Recently, digital
technology caused more ruckus is blockchain technology. It is large open source the digital
ledger where the transactions and online payments are listed. Technology permits to anyone to
see every transactions so no one can lie about spent money, meaning that by the personal
information is to be attached. It can aids to make transfer money cheaper and efficient.
Technology can mainly adopted in different ways not just the money payments. This can assist to
protect the files and prevent from cyber attacks (Tham and et. al., 2017).
Impact of digital marketing in forming up customers perception on Zara
On the basis of Sakshi (2020) Consumer perception plays necessary role in identifying
that the brand is better or not. The digital marketing has potential to develop brand. That would
mean all the aspects of this, values stands for and overall image. Based on how company use
digital media that develop powerful brand and has high recall degree in mind of customers. In
this way, consumer perception is affected at first level. This shifts to way brand is to be
positioned by what the social media platforms share or how messages to customers passes on. At

this present time, all customers are tech- savvy than the past decades. The main focus of brand is
on the digital platforms and social media to share messages that resonate with customers that
develop right perception. The Zara use social media tools for connecting with customers and also
examine their needs and wants effectively. In order to target the teenagers and adults, Zara post
twice day afternoon and night, with schedule weekly for every post. To develop the good brand
awareness of competitors, contests of photo sharing will be held (Brida, Moreno-Izquierdo and
Zapata-Aguirre, 2016). The perception of customers about products of Zara is good as the main
focus of company is to provide high quality products and the designer clothes so that customers
can be attracted towards it effectively. On the other hand, Zara use the Internet marketing in
order to educate consumers with the help of search engine optimization, creation of content with
the promotions and emails. The digital marketing works for the Zara through being targeting and
affordable youngsters instead of targeting broad audience. The digital marketing provides better
interaction environment where the customers have better opportunities to be communicate with
the brands, develop content, impact masses and exchange the ideas. In regards to this, Zara
develops the different digital technologies through turning the opportunities in to favour.
As contrary to this Tabitha Durai and Rachel King (2020), Before buying the services or
goods, consumer tends to be create the perception. In regards to this, perception is different from
customer to customer. From the perspective of marketing, this is necessary to permit them for
locate customer behaviour structure and for this reason have to be deal with same effortlessly
and effectively. During buying some products or services, consumers will have tendency to
collect the understanding of similar on internet (Carditto and et. al., 2020). Developing the
perception before purchasing is necessary for business to be track down. Customers develop after
the purchasing behaviour is based on customer experience.
Issues faced by company while using digital marketing
As per opinion of RAMYA (2018), Digital marketing has better growth driver as this
interacts each business aspect, drive the gains at both sales funnel ends and give business value.
The new technology as well as tactics vary to be use and impact, developing new challenges for
the sales leader and modern marketing (Hassan and Valenzuela, 2016). In regards to this, there
are some challenges faced by organisation related to digital marketing mention below:
Generating Traffic and Leads- It is the main challenge faced by the businesses as
generating the traffic and also leads that seems to harder the instead of easier as better platforms

available. The firm spend its time more focused on the social media, sharing more posts week
without any return. To get the people interested in what to say, they require to develop content
audience wants truly. Create the buyer personas on the basis of surveys with consumers, market
research and any information that company can get hands on.
Budget- For firms, there is not more wiggle room in budget. Marketing is not deemed
main priority for which are resources are to be provided. Cutting the marketing budget is turning
off open sign then business will not develop without this. To spend money on the marketing,
there is a requirement to prove about the work. Company should track ROI and do not afraid to
try the new things when old ones no deliver the outcomes (Ramaswamy and DeClerck, 2018).
Trends- It is worst and better part of the digital marketing. Agencies suffer more as
whom to be follow and what to be executed. There are several upcoming trends that is released
through Search engined or the channels of social media. This is becoming complex to be cope up
with trends and executing those requirements which is overrates on Agency. Firms are mainly
forced to be adopt to trends to participate in race (Ray, Ghosh and Sen, 2017).
Lead Generation & Response Time- Generating the leads online is easier and may not be
end up generating the fresh leads due to consumer behaviour. The single customers enquires
about 20 firms, take the quotations and finalise with single firm (Khan and Sukhotu, 2020). This
is obvious through and not unique concept that has arrived in market. It will demotivate agency
because people call through morning and then ask quotation within the 30 minutes. This is
challenge to have badge of delivery on timely basis, it very the responsive from consumer but
sometime thinking of it will rush to provide quotation through doing less analysis that will
impact an organisation.
2.3 Conclusion of literature review
It has been concluded from above mention report that digital marketing helps in reach out
the new customers and also provide them high quality of products or services as per needs of
customers. The literature review part helps in reducing the gap by examining the Impact of
digital marketing in forming up customers perception on Zara. To collect the information in
literature review part, there has been secondary sources used such as articles, books, articles and
others. There has been discussed about the benefits of digital technology such as Improved
efficiency & enhanced productivity, Versatile working, Targeting Audience Segments
Effectively, Digital Technology Improves Customer Experience and Digital security. The impact

of digital marketing on developing the customer perception has been discussed in detailed
manner. Lead Generation & Response Time, Trends, Budget and Generating Traffic and Leads
has been studied as these are the main challenges faced by the organisation related to digital
marketing.

CHAPTER 3: METHODOLOGY
Methodology is systematic and theoretical analysis of methods which applied to study
area. The research methodology is particular process used to determine, choose, process and also
examine information regarding topic. Study of the research methods provide training to be apply
them to issue. Study of the research methodology gives required training in selecting methods,
scientific tools and materials in the techniques which relevant for issue chosen (Flick, 2015). The
research methodology helps in examining the better research method and also find out the
effective way to collect information and data for getting the positive outcomes effectively.
3.1 Research process
It consists determining, locating and also examining information that require to support
research questions and developing ideas effectively. Research process is one of the main part in
research project as this is a outline that intend to be follow in implementing research study
(Green, Camilli and Elmore, 2012). There are different steps included in the research process
mention below:
Selecting the research area- It is a first step in which researcher have to choose research
area because of the personal and professional interests in area. If a person find the research
problem then it is interesting to completing the whole dissertation easier.
Formulating research aim, objectives and research questions or developing
hypotheses- Choice among formulation of the research question and hypothesis development
based on research approach. The better research objectives and aim or hypotheses result from
many attempts and these requires to be mentioned in the methodology. This is necessary to get
research hypotheses or questions confirmed through supervisor before moving ahead (Mackenzie
and et. al., 2012).
Conducting literature review- It is longest stage in process of research. Literature review
helps in collecting the data from secondary sources and meet with research objectives. The
secondary sources used in literature review are newspapers, magazines, online articles and
journals.
Choosing methods of data collection- It required to be chosen as per the critical
examining benefits and limitations related with many alternative methods of data collection. In
order to collect data in primary research, there has been questionnaire developed by consisting
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