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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different questions related to Impact of digital marketing in forming up customers perception on
Zara (McCusker and Gunaydin, 2015).
Gathering primary data- Collection of the primary data requires to preceded through
great preparation and also pilot data collection that may be need in questionnaire.
Data analysis- This stage plays a necessary role in attaining aim and objectives
effectively. It vary among primary and secondary or quantitative and qualitative analysis.
Reaching conclusions- It is concerned with attaining aim and objectives. Under this final
part of research, there is a need to give justification about attaining aim and objectives.
Conclusion required to be cover the research suggestions and limitations for future investigation.
3.2 Research Approach
It is plan and process for an investigation that span steps from wider assumption to the
detailed data collection and analysis. The research approaches are of two different types like
inductive and deductive. The deductive approach is related with developing hypothesis on the
basis of existing theory and designing research strategy to test hypotheses. The inductive
research approach consists search pattern from the observation and also development of the
explanations. This is necessary to be stress that the inductive approach does not show
disregarding theories when developing the research objectives and questions (Miller and et. al.,
2012).
In conducting present investigation, there has been deductive research approach used
because this is related with deducting the conclusions from propositions and premises. The main
reason behind using deductive approach is that it generalise the research findings to certain
extent.
3.3 Research strategy
This is step by step action plan that gives directions to thoughts and also efforts to
conduct an investigation in systematic manner. It is necessary for the researcher to choose the
better research strategy so that positive conclusion can be get. There are different research
strategy case study, observation, survey, action research, experimental research and others.
There has been survey research strategy used as it is effective in collecting the
information from large sample size (Scotland, 2012). In this, different questions developed
according to the specific subject area i.e. Impact of digital marketing in forming up customers
11

perception on Zara. The main reason behind using this strategy is that it is time saving as well as
the cost saving method.
3.4 Research methodology
Research is systematic and creative work that undertaken to enhance stock of the
knowledge. It is related to tools which uses to conduct an investigation. The research methods
are qualitative and quantitative. The quantitative methods analyse the numerical data and needs
use of the statistical tools to examine data gathered. Qualitative method collects data regarding
lived experiences, behaviour and emotions attach to them. This assists in enabling an
investigators to gain better understanding complex concepts, cultural phenomenon and social
interactions (Silverman, 2016).
The quantitative research method has been used as it is effective in collecting the quality
research method and analyse the method by using statistical tools. The main reason behind using
this method is that it provide the specific result and better outcomes effectively. Primary aim of
conducting the quantitative research is to understand relationship among dependent and
independent variable in population.
3.5 Research instruments
Research instruments are the measurement tools that is mainly designed to obtain data on
interest area from the research objectives. It is a tool that mainly used to obtain, examine and
analyse the data from subjects around research area. In performing the present investigation,
there has been questionnaire instrument used. It consisting series of the questions for aim of
collecting the information from chosen respondents. The questionnaire is mainly designed for the
statistical analysis of response. There has been questionnaire developed on the basis of impact of
digital marketing in forming up customers perception on Zara (Tuohy and et. al., 2013).
3.6 Sampling
It is process that mainly used in the statistical analysis the predetermined observations are
mainly taken from large population. Methodology is used to sample from large population based
on analysis types being performed but this may consist the random sampling method. The
sampling are of two different types like probabilistic sampling and non- probability sampling.
The probability sampling is explained as sampling that an investigator selects samples from large
12

population using methods according to probability theory. The non- probability sampling
technique is that where odds of member being chosen for sample that can not be calculated.
In conducting the present investigation, there has been random sampling method used as
it is a main part of probability sampling. There has been 30 respondents chosen who are the
employees of Zara. The main reason behind using this method is that it gives the equal chance to
the chosen respondents effectively. This method helps in eliminate the bias and also give equal
chance (Walliman, 2017).
3.7 Ethical Implications
Research ethics govern standards of the conduct in order to performing all the research
activities. This is necessary to be adhere to the ethical principles to protect dignity, welfare and
rights of the research participants (Wiek and Lang, 2016). It is necessary to an investigator to
follow the ethical principles while performing research activities. The ethical principles consists
autonomy, informed consent, confidentiality, data privacy, disclosure and others. Other than this,
there are many reasons to adhere the ethical norms in an investigation. Norms promote research
aim for an instance error avoidance, knowledge and truth.
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CHAPTER 4: FINDINGS
This part of research present findings related to literature review part in which
information and data has been collected by using the secondary sources. It provides the clear
description and meeting with the objectives effectively.
Benefits of digital marketing
As per the literature review, it has been examined that digital marketing is targeted
audience that can be reached in cost effective as well as measurable way. The main benefit of
digital marketing consists enhancing brand loyalty and also driving the online sales. Digital
marketing is one of the easier and effective way to connect with the customers and make their
perception better. The main benefits of digital marketing which discussed before are Improved
efficiency & enhanced productivity, Versatile working, Targeting Audience Segments
Effectively, Digital Technology. Improves Customer Experience and Digital security. Other than
this, with the help of using digital media, company can save the money and reach at the large
number of customers than the traditional marketing. This is one of the effective way to know
audience and permit them to know personally that can assist to develop brand loyalty. Website
permits to search the new markets and also trade globally for small investment. The main reason
of company to use digital marketing over traditional marketing is that internet has enabled the
firms to communicate with the targeted audience effectively. Consumers are developed
accustomed in order to engaging as well as interacting with single businesses or brand.
Impact of digital marketing in forming up customers perception on Zara
It has been examined that effective and exceptional digital marketing is integral part of
developing the strong brand awareness. Brand image of the company serves as guiding light to
assist target audience and also preferred customers. On the other hand, customer perception plays
necessary role in identifying whether brand will be fail or flourish. The perception of customers
are impressionable and change on the basis of various creative marketing strategies. The digital
marketing helps in establish the brand loyalty and awareness. As long as the company providing
high quality service or product, chance is that many people will more willing to pay less extra
money in order to support business. In regards to this, combination of the positive perception of
customer, customer satisfaction and better customer service can translate into the excellent
financial success and loyal for business. This has been analysed that digital marketing is
effective in expand the brand image. Word of mouth is one of the valuable marketing form
14

because the people tend to be cherish opinions of family and friends which have tried already
specific service or products. In regards to this, providing effective variety of services or goods
will assist in appeal more to wider audience.
Evaluate the issues faced by company while using digital marketing
From the above mention discussion in literature review part, it has been examined that
digital marketing is better way to reach at the targeted audience with less step up as well as
maintenance cost as comparison to the traditional marketing. There are some challenges which
company face while using the digital marketing. These impact negatively on the performance
level of firm and also its productivity. There has been discussed some of the issues faced through
firm related to digital marketing are Generating Traffic and Leads, Budget, Trends and Lead
Generation & Response Time. Other than this, competition is also the big challenge without
commensurate digital marketing concept. Security is a main issue for company because there is
issue arise regarding hacking the personal and financial data of customers. So, it is necessary for
firm to adopt and use the advanced technology and better software. This will helps in develop the
positive impact on mindset of customers and they can use freely without any security issues.
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CHAPTER 5: DISCUSSION
In this part, information and data has been collected by using the primary method. There
has been questionnaire developed by mentioning different questions regarding impact of digital
marketing in forming up customers perception on Zara. There has been thematic analysis used to
make interpretations of data by developing themes and graphs.
QUESTIONNAIRE
Q1) Do you have knowledge about digital marketing?
a) Yes
b) No
Q2) What are the benefits of digital marketing to business organisation?
a) Improved efficiency & enhanced productivity
b) Versatile working
c) Targeting Audience Segments Effectively
d) Digital Technology Improves Customer Experience
Q3) As per your opinion, does digital marketing impact in forming up customers
perception towards specific product and services?
a) Yes
b) No
Q4) What is the impact of digital marketing in forming up customers perception on Zara?
a) Establishing Brand Awareness and Loyalty
b) Competitive Advantage
c) Boosting Consumer Loyalty
d) Expand Brand Image
Q5) According to you, why digital marketing is important for specific brand?
a) Convert followers into consumer
b) Enhance sales
c) Target ideal audience
d) Get an impressive return on investment (ROI)
Q6) What are the different factors impacting the brand perception of customers?
a) Quality
16

b) Price
c) Advertising
d) Influence by others
Q7) On the basis of your opinion, does digital marketing helps company to connect with
customers and build positive perception towards brand?
a) Yes
b) No
Q8) What are the different strategies related to digital marketing that company can be
used?
a) Email marketing
b) Content marketing
c) Social media marketing
Q9) What are the different issues faced by company while using digital marketing?
a) Generating Traffic and Leads
b) Budget
c) Trends
d) Lead Generation & Response Time
Q10) What are the different ways to measure the customer perception towards specific
brand?
a) Analysing Website Traffic
b) Online Customer Reviews
c) Analysing Social Media Conversations
Q11) Which different ways company can be adopt to managing the customer perception?
a) Lean on positive language
b) Don’t make false promises
c) Communicate
d) Use your social channels effectively
Q12) What are the different ways company can be used to overcome from the digital
marketing issues?
a) Segment Your Audience
b) Get Social-Specific
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c) Use Paid Advertising on Social Media
d) Connect with Influencers
Q12) Recommend ways for company to improving the customers perception and also
make them loyal.
Frequency Table
Q1) Do you have knowledge about digital marketing? Frequency
a) Yes 20
b) No 10
Q2) What are the benefits of digital marketing to business
organisation?
Frequency
a) Improved efficiency & enhanced productivity 10
b) Versatile working 5
c) Targeting Audience Segments Effectively 5
d) Digital Technology Improves Customer Experience 10
Q3) As per your opinion, does digital marketing impact in forming up
customers perception towards specific product and services?
Frequency
a) Yes 18
b) No 12
Q4) What is the impact of digital marketing in forming up customers
perception on Zara?
Frequency
a) Establishing Brand Awareness and Loyalty 5
b) Competitive Advantage 8
c) Boosting Consumer Loyalty 7
d) Expand Brand Image 10
Q5) According to you, why digital marketing is important for specific
brand?
Frequency
18

a) Convert followers into consumer 12
b) Enhance sales 10
c) Target ideal audience 1
d) Get an impressive return on investment (ROI) 1
Q6) What are the different factors impacting the brand perception of
customers?
Frequency
a) Quality 12
b) Price 6
c) Advertising 2
d) Influence by others 10
Q7) On the basis of your opinion, does digital marketing helps
company to connect with customers and build positive perception
towards brand?
Frequency
a) Yes 18
b) No 12
Q8) What are the different strategies related to digital marketing that
company can be used?
Frequency
a) Email marketing 10
b) Content marketing 10
c) Social media marketing 10
Q9) What are the different issues faced by company while using
digital marketing?
Frequency
a) Generating Traffic and Leads 10
b) Budget 2
c) Trends 8
d) Lead Generation & Response Time 10
19

Q10) What are the different ways to measure the customer perception
towards specific brand?
Frequency
a) Analysing Website Traffic 8
b) Online Customer Reviews 10
c) Analysing Social Media Conversations 12
Q11) Which different ways company can be adopt to managing the
customer perception?
Frequency
a) Lean on positive language 5
b) Don’t make false promises 10
c) Communicate 5
d) Use your social channels effectively 10
Q12) What are the different ways company can be used to overcome
from the digital marketing issues?
Frequency
a) Segment Your Audience 10
b) Get Social-Specific 10
c) Use Paid Advertising on Social Media 5
d) Connect with Influencers 5
20

THEME 1: Knowledge about digital marketing
Q1) Do you have knowledge about digital marketing? Frequency
a) Yes 20
b) No 10
Interpretation: It has been stated from above mention graph that there are 20 respondents and
they said that they have the better understanding regarding digital marketing. Digital marketing
is beneficial for the business to provide the many benefits such as targeting new customers,
interaction, examine customers needs and gain the competitive benefits. The main focus of
digital marketing is one the result based marketing in digital world. It is wider term that mainly
used to explain wide range of the online marketing functions. Main goal of digital marketing is
to enhance online presence, perform the market research and integrate online platforms and
profiles. On the other hand, there are 10 respondents which do not have idea about it.
THEME 2: Benefits of digital marketing to business organisation
Q2) What are the benefits of digital marketing to business
organisation?
Frequency
a) Improved efficiency & enhanced productivity 10
21
a) Yes b) No
0
2
4
6
8
10
12
14
16
18
20
20
10

b) Versatile working 5
c) Targeting Audience Segments Effectively 5
d) Digital Technology Improves Customer Experience 10
Interpretation: It has been examined from above mention graph that there are some advantages
of the digital marketing to company. There are 10 respondents and according to them improving
the efficiency as well as increased productivity is main benefit of the digital marketing. On the
basis of 5 respondents that digital marketing is beneficial for the business in versatile working. In
this, all the staff members working together for attaining the specific aim and objectives
effectively. 5 respondents said that digital marketing is one of the effective way to Targeting
Audience Segments in an effective manner. Company can target the new market and make
segmentation of customers. There are 10 respondents agree with Digital Technology Improves
Customer Experience. Providing the services online provides the time and cost benefits to
customers.
THEME 3: Digital marketing impact in forming up customers perception
Q3) As per your opinion, does digital marketing impact in forming up
customers perception towards specific product and services?
Frequency
22
0
2
4
6
8
10
10
5 5
10

a) Yes 18
b) No 12
Interpretation: On the basis of opinion of 18 respondents that digital marketing impact in
forming up customers perception towards specific product and services. Through digital
marketing, company can connect with the customers online and also promote its services and
products. Providing the better information and developing positive image helps in making the
customer perception effective towards specific services and products. There are 12 remaining
respondents and they said that sometime digital marketing develops negative impact in forming
up customers perception towards specific product and services.
THEME 4: Digital marketing in forming up customers perception on Zara
Q4) What is the impact of digital marketing in forming up customers
perception on Zara?
Frequency
a) Establishing Brand Awareness and Loyalty 5
b) Competitive Advantage 8
c) Boosting Consumer Loyalty 7
d) Expand Brand Image 10
23
a) Yes b) No
0
2
4
6
8
10
12
14
16
18
18
12

Interpretation: As per the opinion of 5 respondents that digital marketing establish the brand
awareness as well as loyalty in forming up the perception of Zara. The better digital marketing is
helpful in making the reputation of brand stronger. There are 8 respondents and they said that
through using the better tools in digital marketing, company can able to get the competitive
benefits. 7 respondents said that digital marketing enhancing the loyalty of customers as this
helps in making the customer loyal towards the products and services. 10 respondents are agree
with expand the brand image.
THEME 5: Digital marketing is important for specific brand
Q5) According to you, why digital marketing is important for specific
brand?
Frequency
a) Convert followers into consumer 12
b) Enhance sales 10
c) Target ideal audience 1
d) Get an impressive return on investment (ROI) 1
24
0
2
4
6
8
10
5
8 7
10

Interpretation: On the basis of 20 respondents that digital marketing is necessary because this
helps in convert the followers into customers by providing the better description to customers
that develops positive perception of customers. 10 respondents are agree with the enhance sales
as company can attract the large number of customers from using the digital technology. This
helps in create the better perception in mind of customers. 1 respondent is agree with target the
ideal audience. 1 remaining respondent is agree with the Get an impressive return on investment
(ROI).
THEME 6: Factors impacting the brand perception of customers
Q6) What are the different factors impacting the brand perception of
customers?
Frequency
a) Quality 12
b) Price 6
c) Advertising 2
d) Influence by others 10
25
a) Convert followers into consumer
b) Enhance sales
c) Target ideal audience
d) Get an impressive return on investment (ROI)
0
2
4
6
8
10
12
12
10
1 1

Interpretation: As per the mention graph, there are different factors impact brand perception of
consumers. As per opinion of 12 respondents that quality is a main factor that impacting
customers brand perception. Main part of the brand identity is quality. 6 respondents are agree
with the price factor as this can be wither used for the brand choice in two different ways like
going for high cost to attain better product quality or either through going for less cost in order to
escape the financial risk. 2 respondents are agree with the advertising as thus is conspicuous
communication form. To make brand strong, there is a need to company to have better
promotion, packaging and advertising to embrace the positioning strategy over specific time
period. 10 remaining respondents are agree with influence by the others. In this, advice of the
other people have strong impact on purchasing behaviour of customers. Degree of such impact
based on person or situation.
THEME 7: Digital marketing helps company to connect with customers
Q7) On the basis of your opinion, does digital marketing helps
company to connect with customers and build positive perception
towards brand?
Frequency
a) Yes 18
b) No 12
26
a) Quality b) Price c) Advertising d) Influence by others
0
2
4
6
8
10
12
12
6
2
10

Interpretation: As per the opinion of 18 respondents that digital marketing assist company to
connect with the consumers and their positive perception towards brand. With the help of using
digital marketing, company can able to communicate with its customers and also determine their
preferences in order to provide them products as well as services accordingly. There are 12
remaining respondents which are snot agree with the given statements.
THEME 8: Strategies related to digital marketing
Q8) What are the different strategies related to digital marketing that
company can be used?
Frequency
a) Email marketing 10
b) Content marketing 10
c) Social media marketing 10
27
a) Yes b) No
0
2
4
6
8
10
12
14
16
18
18
12

Interpretation: As per the mention graph, there are various strategies concerned to the digital
marketing which firm can be used. According to 10 respondents that email marketing is cost
effective online marketing strategies. 10 respondents are agree with the content marketing. Its
main goal is to give the valuable information to target audience, generate the conversions and
enhance traffic. The main focus of the content marketing is on optimizing content for the search
engined in order to make improvement in search results visibility. 10 remaining respondents are
agree with the social media marketing. Its focus on developing the brand awareness and
enhancing the conversions.
THEME 9: Issues faced by company while using digital marketing
Q9) What are the different issues faced by company while using
digital marketing?
Frequency
a) Generating Traffic and Leads 10
b) Budget 2
c) Trends 8
d) Lead Generation & Response Time 10
28
a) Email marketing b) Content marketing c) Social media marketing
0
1
2
3
4
5
6
7
8
9
10
10 10 10

Interpretation: On the basis of opinion of 10 respondents that generating the traffic and also
leads. It arise complexities in checking the information at website. There are 2 respondent and
according to them budget is one of the main concern because company needs budget for
performing marketing activities and give the better or attractive advertisement regarding specific
services or products. 8 respondents are agree with the trends. Changing the marketing trends
impact the business as the needs and preferences of customers changes within the less time
period. 10 remaining respondents are agree with Lead Generation & Response Time.
THEME 10: Ways to measure the customer perception towards specific brand
Q10) What are the different ways to measure the customer perception
towards specific brand?
Frequency
a) Analysing Website Traffic 8
b) Online Customer Reviews 10
c) Analysing Social Media Conversations 12
29
a) Generating Traffic and Leads
b) Budget
c) Trends
d) Lead Generation & Response Time
0
1
2
3
4
5
6
7
8
9
10
10
2
8
10

Interpretation: It has been examined from above mention graph that there are various ways to
measure customer perception towards particular brand. On the basis of 8 respondents that
analysing the website at traffic helps in examining the issues and provide the better information
to customers. 10 respondents are agree with the online customer reviews. Positive reviews of
customers helps in making the perception of other people better and they make their positive
mindset in purchasing specific products and services. On the basis of opinion of 12 remaining
respondents that analysing the social media conversation is more effective way to measure the
customer perception towards specific brand.
THEME 11: Company can be adopt to managing the customer perception
Q11) Which different ways company can be adopt to managing the
customer perception?
Frequency
a) Lean on positive language 5
b) Don’t make false promises 10
c) Communicate 5
d) Use social channels effectively 10
30
a) Analysing Website Traffic
b) Online Customer Reviews
c) Analysing Social Media Conversations
0
2
4
6
8
10
12
8
10
12

Interpretation: There are 5 respondents and according to them Lean on positive language can
be used by the company in order to managing perception of customers. 10 respondents said that
company should not make the false promises to customers. 5 respondents said that
communication can help company to interact with the customers and resolve their queries and
make them the loyal customers. 10 remaining respondents are agree with the use of the social
channels in an effective manner.
THEME 12: Company can be used to overcome from the digital marketing issues
Q12) What are the different ways company can be used to overcome
from the digital marketing issues?
Frequency
a) Segment Audience 10
b) Get Social-Specific 10
c) Use Paid Advertising on Social Media 5
d) Connect with Influencers 5
31
a) Lean on positive language
b) Don’t make false promises
c) Communicate
d) Use social channels effectively
0
1
2
3
4
5
6
7
8
9
10
5
10
5
10

Interpretation: There are 10 respondents and they said that segment the audience as per the
product and services is helpful for company to resolve the digital marketing complexities. 10
respondents said that company should get the social specific and make the advertisement specific
so that customers can be attracted. 5 respondents are agree with use Paid Advertising on Social
Media. 5 remaining respondents are agree with connect with Influencers.
32
a) Segment Audience
b) Get Social-Specific
c) Use Paid Advertising on Social Media
d) Connect with Influencers
0
1
2
3
4
5
6
7
8
9
10
10 10
5 5

CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND
IMPLICATIONS FOR FURTHER RESEARCH
6.1 Conclusion
It has been concluded from above mention report that digital marketing is one of the
effective technology that helps company to interacting with the customers and also targeting new
market. It is related to advertising by use of the digital channels like websites, email, mobile
application and social media. The customer perception is mainly encompasses way customers
choose and interpret information concerned to the brand. The aim of present investigation is to
examine the impact of digital marketing in forming up customers perception on Zara. The digital
marketing impact the customer perception in a negative and positive manner. The negative
consists security concerns, negative comments on social media tools, connectivity issues and
others. On the other hand, positive comment on the websites and social media tools helps in
develop the positive impact on mindset of customers and they will make decision about buying
products and services effectively. The research objectives are based on research subject area. In
conducting literature review part, there has been secondary sources of data collection used such
as books, journals, online articles, internet sources and others. In the literature review, there has
been studied about the benefits of digital marketing such as Improved efficiency & enhanced
productivity, Versatile working, Targeting Audience Segments Effectively, Digital Technology
Improves Customer Experience and Digital security. There has been impact of digital marketing
on building up the customer perception. There are different challenges faced by the company
concerned with digital marketing such as Budget, Generating Traffic and Leads, Trends and
Lead Generation & Response Time. The research methodology plays a necessary role in
collecting the information and also analyse it effectively. The research process has been
explained in a detailed manner by consisting different stages. There has been quantitative
research method, deductive research approach and the primary method of data collection used. In
order to collecting data and information from primary method, there has been questionnaire
developed by mentioning different questions. 30 respondents have been chosen by using the
random sampling method because it gives the chance to respondents equally without biasness. In
order to analyse data, thematic analysis technique has been used. Findings are based on the
literature review part in which information has been collected by using secondary sources.
33

6.2 Recommendations
Present investigation is based on the impact of digital marketing in forming up customers
perception on Zara. Digital marketing provides benefits to company to enhance profit and take
the competitive advantages at workplace. It has been recommended that company should focus
on make improvement in security of customers information. When doing the digital marketing, it
is necessary to have the better content so the customers can be attracted towards the product and
services of company. Selecting correct type of the digital marketing can help company to cut
down on time and assure that they have better chance to be succeed. Zara company can set the
ROI to let company know how better marketing efforts and website are working. Other than this,
company can look at traffic conversions, landing pages and also different metrics through using
the free services. This is necessary that KPI of company will be still developing strategy to set
the metrics for tracking on regular basis. Zara can enhance reach through encouraging the users
to interact with content. More they share, comment or like, more content they will be see from
page. Better defining that posts can be helpful in engaging users as well as inform about the
benefits of using Facebook. Other than this, company can hire the professionals to develop
content for it. Outsourcing the content creation can take more burden off business team.
6.3 Implications for further research
The present investigation addressing impact of digital marketing in forming up customers
perception on Zara. The digital marketing and customer perception both are interrelated with the
each other. Conducting the present investigation is helpful in providing the better understanding
about customer perception and also digital marketing used to developing the buying behaviour of
customers better. This research assist in give the better information on benefits of digital
marketing to the company and customers in significant manner. This is wider area if research is
helpful in developing the knowledge base of research in particular subject area. Other than this, it
will help in develop the better ability to gather information that assist an investigator to conduct
similar kind of information in the future. In order to collection of data, there has been
questionnaire method used as this is time saving as well as cost saving. With the help of using
questionnaire, more information can be collected. Other than this, implication of the further
investigation, interview method can be used for gathering information and data effectively on
specific subject area. In the interview, there is an interaction among interviewer and interviewee.
34

Interviewer observe the response of interviewee at the time of asking questions. Interviewer can
able to judge non-verbal behaviour of respondents and also gives flexibility to interviewers.
35

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