Effects of Advertisement on changing buying behaviour of consumer towards the UK retail industry

This research proposal aims to identify the impact of advertisement on the changing behaviour of buying in the UK retail industry, with a focus on Boots Plc. The study will explore the concept of advertisement and consumer buying behaviour, types of advertisements used by Boots Plc, and the relationship between advertisement and consumer buying behaviour. The research methodology includes both primary and secondary data collection through survey and questionnaire.

Research Proposal
(Effects of Advertisement on changing buying
behaviour of consumer towards the UK retail
industry)

Table of Contents
ABSTRACT.....................................................................................................................................3
INTRODUCTION...........................................................................................................................4
Relevance of the Proposed Research to Business Research.......................................................4
Place the proposed study in context............................................................................................4
Justification of the chosen topic..................................................................................................4
Value of this research..................................................................................................................5
Research aim, objectives and questions......................................................................................5
LITERATURE REVIEW ...............................................................................................................7
What is the concept of advertisement and consumer buying behaviour towards the UK retail
industry?......................................................................................................................................7
What types of advertisements used by Boots Plc for promoting their products and services in
the marketplace?..........................................................................................................................7
What is the relationship between advertisement and consumer buying behaviour in context
with Boots Plc?...........................................................................................................................8
RESEARCH METHODOLOGY...................................................................................................10
REFERENCES..............................................................................................................................13

ABSTRACT
The main idea of conducting this research is to identify the impact of advertisement on
the changing behaviour of buying in the business market. This current research report mainly
consists of several objectives which are defined as to study the basic concept related to
advertisement and changing consumer behaviour, to identify the different types of advertising in
order to promote the products and services in the market and to examine the effective
relationship among changing buying behaviour and advertisement in the company. In the present
carried on research, the researcher has gathered and evaluated quantitative data for delivering
better outcomes. The data collection method used by the researcher is both primary and
secondary and which is further carried and collected by using survey and questionnaire.

INTRODUCTION
Relevance of the Proposed Research to Business Research
The current study is based on identifying the basic concept of advertisement and its
impact on the changing buying behaviour of the customers. The behaviour of consumers change
with the changing marketing trends and situations and this results in changing the marketing
strategies of the company (Kim, Barasz and John, 2019). Advertising plays a very important role
in bringing more number of customers in order to increase the sales and market share of the
organisation. There are various different methods of advertisement that helps the organisation in
increasing the awareness towards the brand in the minds of the customers in the business market.
The organisation selected in the current research is Boots Plc, which is British beauty and health
pharmacy and retailer in the UK.
Place the proposed study in context
The researcher mainly focus on understanding the behaviour of consumers by the role of
advertisement in an organisation in order to improve the experience of customers and high
success in the competitive market. The following current research is based on defining the
concept of advertisement in changing the consumer behaviour towards the products and services
produced by the organisation (Rajaobelina, Lacroix and St-Onge, 2018). Adopting the different
methods of advertising in an organisation helps in promoting the value and quality of its products
and services that they offer to the public in the business market. This helps the researcher in
attaining in depth knowledge about the chosen research topic and in gaining full knowledge in
order to complete the whole research in a smooth and effective manner.
Justification of the chosen topic
The current research is based on the very essential topic which is primarily known as
advertising and it is used by organisations for displaying products to the customers in order to
increase the profitability and the market share in the overall business market. This topic is quite
significant for the research as it helps the researcher in gaining more detailed information about
the particular selected topic to other researchers also in conducting future research. Advertising
helps in increasing the brand awareness and sales of an organisation by distributing creative
content, increasing brand equity, retaining customers, creating desires and differentiating brand
from other competitors (Heikkurinen, Young and Morgan, 2019). The chosen topic helps the

company in increasing their number of customers and also the share in the market which results
in achieving competitive advantage over other competitor companies.
Value of this research
The following carried in present research helps the investigator in attaining and
understanding about the selected topic so that research can be conducted in an more efficient and
effective way. This current research is advantageous for other companies also as they get more
authentic and accurate information about the selected topic (do Paço, Shiel and Alves, 2019). In
terms of company, it helps in gaining skilful knowledge about the role of advertising in changing
behaviour of the consumers. This current research is also beneficial in terms of students as this
helps the in understanding the topic in a more detailed manner.
Research Topic:
To identify the effects of Advertisement on changing buying behaviour of consumer
towards the UK retail industry
Research aim, objectives and questions
Research Aim:
To identify the effects of Advertisement on changing buying behaviour of consumer
towards the UK retail industry: A study on Boots Plc
Research Objectives:
 To increase basic understanding about the advertisement and consumer buying behaviour
towards the UK retail industry
 To identify the types of advertisements used by Boots Plc for promoting their products
and services in the marketplace
 To examine the relationship between advertisement and consumer buying behaviour in
context with Boots Plc
Research Questions:
 What is the concept of advertisement and consumer buying behaviour towards the UK
retail industry?
 What types of advertisements used by Boots Plc for promoting their products and
services in the marketplace?
 What is the relationship between advertisement and consumer buying behaviour in
context with Boots Plc?

LITERATURE REVIEW
What is the concept of advertisement and consumer buying behaviour towards the UK retail
industry?
As per the view of Djafarova and Bowes (2021), advertising is defined as a process
promoting the products and services of an organisation to the large public so that more customers
can be gained in the highly competitive market. Advertising mainly includes creating awareness
about the uses of products and their advantages to the consumers. By doing this, the UK retail
industry can advertise their products to those who needs it and this helps in satisfying the needs
of the advertiser which results in increasing sales. In simple words advertising is considered as a
business activity that employs creative and innovative techniques in order to design compelling
communication in mass media that helps in promoting ideas, products and services (Sama,
2019). Consumer behaviour is defined as the behaviour or action that consumer used to display
in order to search for using, purchasing, disposing and evaluating products and services that they
will helps in satisfying their needs. Consumer behaviour is all about deciding that how will they
spend their available resources such as time, money and effort on the consumption related items.
Advertising and behaviour of consumers are interrelated with each other as they are both are
affected by each other and this helps the companies in building a strong relation among them. It
is very important for the company to adopt better advertising channel so that it helps in attracting
more customers towards buying the available products and services offered. Advertising is all
about delivering the details about a certain product and its benefits to the consumer ion order to
increase the sales and growth of the UK retail industry in the highly competitive business
environment. A consumer will only purchase that product whose price is more than the
satisfaction they get from the following product (Nash, 2018). Meeting the needs and demands of
the customers and producing products on this basis helps in increasing the level of satisfaction
and experience and this results in achieving the predetermined goals and objectives of the
company.
What types of advertisements used by Boots Plc for promoting their products and services in the
marketplace?
As per the view of Pollen (2019), advertising is defined as a type of communication that
is presented and has a important message selling or trying or promoting a product or an idea or

service. It is considered as an effective strategy of marketing the products and services offered by
the company in order to increase the customers base and market share in the competitive market.
Boots PLC uses advertising for sharing information about their creative and innovative products
and services by different channels of media. The landscape related to advertising has changed
with the advanced technology with broadcast and print advertising which is serving as the digital
advertising and traditional format as a modern option. There are different types of advertising
methods that helps Boots PLC in promoting their goods and services in the marketplace and they
are defined below:
 Advertising through social media – Advertising products and services offered by Boots
PLC by using different modes of social media helps in delivering more detailed
information to customers. Advertising by social media, like digital advertising helps the
company in targetting specific type of audiences in order to fulfil their needs and
expectations (Robson-Mainwaring, 2021).
 Advertising by print media – It is defined as a method that helps in promoting the value
of goods and services offered by Boots PLC by printing products pictures in magazines
and newspapers. This category mainly includes other materials related to printing such as
directories, brochures and flyers in order to attract large number of customers towards the
products instead of competitors companies (Etuk and Emenyi, 2022).
 Video advertising – Video advertising is considered as a most effective and popular
method in today's digital marketing business environment and helps Boots PLC in
gaining more customer base. Video advertisements are more entertaining, eye-catching
and are considered as great for telling about the story about the particular product that
display advertisements simply can not do (Hull and Scott, 2020). Out-stream video and
in-stream video advertisements are considered as the primary methods that help
advertisers in utilising video ads more effectively.
What is the relationship between advertisement and consumer buying behaviour in context with
Boots Plc?
As per the view of Nygren and Albinsson (2019), advertising and consumer buying
behaviour are closely interrelated with each other as the main objective of advertising includes
using the behaviour of actual buyers. Advertisement is an art that makes use of convincing copy
and visual images in order to provide consumers a sense of fulfilling their needs for the basic

products and services. In simple words advertising is defined as the process by which marketers,
professionals and retailers communicate with the actual prospects or consumers. Boots PLC
mainly includes the use of paid print media communications, internet radio advertisements or
television spots so that more and more customers gets attracted for buying the prescribed
products and services. It is necessary for the company to focus on the changing demands and
expectations of the customers in today's changing business environment and with the adoption of
several new technological changes (Hussain, 2021). Studying the behaviour of consumers plays
an important role in Boots PLC because this helps in producing products and services in a more
better and authentic way.
Advertising is highly linked with the consumer behaviour as this helps in gaining more
growth and success in the highly competitive market (ODELEYE, 2020). Now a days consumers
are more active on social media and watches television for their own entertainment and for this it
is essential for the company to promote the quality and benefits about the products to the
potential customers. Consumers are mostly attracted to those products and services which
provide them maximum benefit and satisfaction. The expectations of consumers about the
information from different media sources such as radio, TV, magazines, newspapers and the
internet are totally different (Gikonyo, 2020). The characteristics and quality of different
channels of media has a long term and immediate effect on the buying behaviour of consumers.
By determining the needs and wants of the customers the company can choose the marketing
channel so that they deliver effective and better results in the business market in order to gain
high growth and profitability in the highly competitive business market.

RESEARCH METHODOLOGY
Research methodology can be defined as a process and technique of gathering and
analysing data in the selected research topic effectively and efficiently. The main reason of
selecting different types of research methodologies helps the researcher in understanding the
given topic in a proper manner. This section of the research helps the researcher inspect the study
related to the selected topic to understand the overall reliability and validity of the data (Larshin
and Lishchenko, 2018). It is referred as a way of collecting, identifying, evaluating and
interpreting information about the particular chosen topic in an accurate way. Various types of
approach and philosophy are used by the researcher in order to gather and analyse information
on the selected research topic.
Research philosophy
Research philosophy is the systematic process of defined principles and belief about the
different ways that needs to be gathered and evaluated for the prescribed phenomenon. There are
mainly three different types of research philosophies that are primarily known as positivism,
realism and interpretivism (Machado and Davim, 2020). Positivism philosophy helps in
collecting and analysing quantitative data more easily and in the present conducted investigation,
the investigator has chosen positivism philosophy for gaining more authentic and accurate
information about the given topic. The idea of selecting positivism approach helps the
investigator in gathering information about the selected research topic or study in a proper
manner in order to carry out the whole research in a smooth manner.
Research approach
Research approach is defined as the systematic procedure or plan that helps in collecting
valuable and reliable information about the given topic in the research (Viehof and Winner,
2018). This can be classified into two main approaches that are defined as deductive and
inductive approach. In the current research, the researcher has selected deductive approach in
order to complete the whole research in an effective manner for more efficient information about
the research topic. The advantage of selecting deductive approach in the research is that it helps
the researcher in collecting detailed and accurate information about the given topic easily and
perfectly. In simple words, this approach is more relevant for the research in order to gather the
important information.
Research strategy

The strategy related to research method helps in collecting more appropriate information
in relation with the chosen research topic or study. Is is mainly categorised into different types of
forms and which are defined as case study, survey, experimental research, interview, action
research, systematic literature review and so on. In the current carried on study, the researcher
has chosen survey method as it helps in collecting information from several sources so that
accurate and correct data can be analysed (Mansell and Huddy, 2018). The benefit of choosing
survey method helps the researcher in gathering data from a large pool of respondents in order to
gain reliable and valuable information. It is the most cost effective method and helps the
researcher in gaining data at low expense.
Research choice
The research choice is considered as the method of research that facilitates in
accumulating accurate information in order to attain desired objectives. This also helps in
influencing the kind of data that is needed to gain pre-defined objectives, aims and questions
related to the selected topic (Bilau, Witt and Lill, 2018). This is mainly classified as two types
that are defined as quantitative and qualitative method. In the present carried on research, the
researcher has selected quantitative data as this data is easy to understand and calculate. The
advantage of choosing quantitative method in the research it helps the researcher in achieving
more accurate and authentic information about the chosen topic. It is also considered as the cost
effective method.
Data collection
Data collection considered as the research method that helps in collecting data according
the selected topic of the research. For the researcher, it is important to gather relevant, reliable
and accurate data because the complete research is based on the quality of the collected content
(Daniel, Kumar and Omar, 2018). There are mainly two types of method and that are defined as
primary and secondary method. In the current conducted research, the researcher has selected
both the methods that is primary and secondary as it helps in gathering reliable and quantifiable
information about the selected study topic. The advantage of selecting primary and secondary
method both helps the researcher in gathering accurate information as numerical data is easy to
evaluate and analyse.
Sampling

Sampling method can be defined that helps the researcher in order to select the
respondents for the following investigation (McGregor, 2018). In simple words, it helps the
investigator in collecting information from the selected number of respondents so that accurate
information can be evaluated. It can be classified mainly into two types and they are defined as
probability and non-probability. In the current conducted research, the researcher has selected
probability sampling method as it helps in choosing data from the large number of respondents.
The benefit of selecting probability method is that an accurate and reliable information can be
gathered and analysed. In the present research, the researcher has selected 20 managers from
Boots PLC company for authentic data collection.
Time horizon
Time is considered as a very important factor of the research method as it helps in
determining the time required for completing the whole research in an effective manner
(Mekonnen, 2020). There are mainly two types of time horizon methods that are defined as
cross-sectional and longitudinal. In the present carried on research, the researcher has selected
cross-sectional method as it helps in addressing the question related to research in a proper
manner. The benefit of choosing cross-sectional method is that it helps in completing the
investigating in less time period.

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