Marketing Strategies of Online Shopping in UK on Customer Behavior

Research Paper (postgraduate) , 2022 , 22 Pages

Communications - Public Relations, Advertising, Marketing, Social Media

For this study, the research question is: What impact do different marketing strategies have on customer behavior in online shopping in UK?
Marketing plays a key role in determining the consumer needs and wants for the demand of specific product. Organizations tend to conduct thorough marketing strategies so that they would know what is required by the customer and make products according to it. In such a competitive environment, it become significant for organizations to understand the behavior of their consumer. That is why; they undergo extensive marketing strategies so as to better understand the actual behavior of consumer towards a specific product. Therefore, the focus of this study is to understand what impact do different marketing strategies have on consumer specifically with regard to online shopping. In online shopping, organizations give adequate consideration to determine the consumer behavior by designing different marketing strategies. On the other hand, previous studies pertaining to online shopping were less focused on determining the impact of marketing strategies on customer behavior in online shopping. Therefore, this study focuses on what impact does different marketing strategies have on behaviors of online customers.

Inhaltsverzeichnis (Table of Contents)

• Abstract
• Introduction
• Background to the Research
• Focus of the Study
• Rationale
• Research Aims and Objectives
• Research Question
• Significance of the Study
• A Review of Literature
  • The Trend of Online Shopping
  • Factors that Influence Customer Behavior to Purchase Online
  • The Significance of Marketing Strategies for Online Business
• Methodology
  • Research Method
  • Sampling unit (Target Respondents)
  • Sampling Method and Sample Size
  • Data Analysis Method
  • Data Analysis and Discussion
• Discussion
• Appendix
  • A Survey Questionnaire
  • B - Descriptive Statistics

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This research investigates the marketing strategies of online shopping in the UK, with a particular emphasis on their impact on customer behavior. The primary objective is to understand how online businesses leverage various marketing strategies to attract and influence consumers, ultimately driving online purchases. Key themes explored include:

• The evolving landscape of online shopping in the UK
• The significant factors influencing consumer behavior in online shopping
• The role and effectiveness of marketing strategies in online business
• The impact of specific marketing strategies on customer behavior
• The analysis of data collected from UK consumers who primarily shop online.

Zusammenfassung der Kapitel (Chapter Summaries)

The introduction provides a brief overview of the research, outlining the focus on marketing strategies in online shopping in the UK and their influence on customer behavior. It also establishes the context of the study by explaining the significance of marketing strategy in achieving sustainable competitive advantage and the growing trend of online shopping.

The "Background to the Research" chapter delves into the concept of marketing strategy and its role in achieving organizational goals. It discusses the importance of understanding the customer behavior in a competitive market and how the advancements in internet technology have contributed to the rise of online shopping.

The "Focus of the Study" chapter emphasizes the key objective of this research: to understand the impact of different marketing strategies on consumer behavior in online shopping. It highlights the significance of exploring the relationship between marketing strategies and consumer behavior, particularly in the context of online shopping.

The "Rationale" chapter examines the growing dominance of online shopping and its underlying benefits for consumers. It explains how online shopping offers convenience and accessibility, allowing customers to shop from the comfort of their homes. It also discusses how website design and usability can influence purchasing decisions.

Schlüsselwörter (Keywords)

This research focuses on exploring the relationship between marketing strategies and customer behavior in the context of online shopping in the UK. Key terms include: online marketing, marketing strategy, online shopping, customer behavior, UK consumer behavior, website design, social media marketing, online advertising.

• College: Harvard University
• Course: MGT301
• Author: Nashra Rafiq (Author)
• Publication Year: 2022
• Pages: 22
• Catalog Number: V1382421
• ISBN (PDF): 9783346926302
• ISBN (Book): 9783346926319
• Language: English
• Tags: Marketing Strategies, Online Shopping, Customer Behavior, Digital Marketing, Consumer Preferences, Customer Engagement, E-commerce