The Role of Advertisement in Influencing Consumer Buying Behaviour: A Case Study of Marks and Spencer

Research Methodologies

ABSTRACT
The above research was executed on the topic of the role of advertisement and its impact
on buying behaviour of the customers. The purpose of this report is to enhance the understanding
related with advertising and its impact over the buying decision. This has been analysed that
advertising plays essential role within the organisation and this assists in gaining higher customer
edge. In the current report quantitative research methods are used so that statistically results can
be acquired. This has been carried out from the research that using advertisement,
communication can be developed within the organisation so that growth opportunities can be
inhaled and at the same time growth aspects can be added.

Contents
ABSTRACT ....................................................................................................................................2
INTRODUCTION...........................................................................................................................4
LITERATURE REVIEW................................................................................................................6
RESEARCH METHODOLOGY.....................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Advertisement is a systematic framework and a form of marketing communication which
helps an organisation to convey the proper detail of their products and services to the target
audience. The commercial enterprise can promote or sell their products and services with the
help of proper advertising techniques (Hackley and Hackley, 2021). Due to this they are able to
maintain the brand position in their industry. It is very important for an organisation to develop
effective advertising techniques as it can enhance their sales, knowledge of their customers and
competitors. The demand made by the customers of a specific products can be examine by the
process of advertisement. It is widely used by the company to educate the people regarding the
product and services they are offering (Nyambane and Muiruri, 2021). The main focus behind
the advertisement is that it influence the consumer perception for the product and services which
can help them to make a attempt of buying that good.
Background
In this report the chosen organisation is Marks and Spencer which is a British
multinational company headquartered in United kingdom. The company was founded in the year
1884 by Michael marks and Thomas Spencer. It is a form of public limited company. They
operate their business operation across the globe due to this M&S is a leading company in the
retail fashion sector. It is a first British company to hit the profit mark of 1 billion dollar. More
than 80 thousand employees are present in the work force of Marks and Spencer's. The main aim
of marks and Spencer is to provide most appropriate and upgraded product and services to their
customers that can completely satisfy their needs and demands (Feschenko, 2019). They have
more than 900 stores situated in more than 30 countries across the globe. The management of
Marks and Spencer successfully deals in various sector such as cloths, beauty products, home
products and food items. In current time period the management of company has collaborated
with the group Ocado due to this they are able to sell their food products and services through
online platforms.
Problem statement
In today's world, advertisement has lots of advantages which can help an organisation to
attain the high level of growth in future (Kim, 2020). In case of Marks and Spencer, if they don't
use this they will have to face various issues such as they are not able to introduce new product
and services in the market. Whenever the company wants to deliver upgraded products they can