Effects of Advertisement on Changing Buying Behaviour of Consumers towards UK Retail Industry: A Study on Boots Plc

This study aims to identify the effects of advertisement on changing buying behaviour of consumers towards UK retail industry, with a case study on Boots Plc. It covers the types of advertisement used by the company and the relationship between advertisement and consumer behaviour. The research methodology includes deductive approach, descriptive research design, quantitative research method, and probability sampling. Ethical considerations include respect for autonomy, privacy and dignity of individuals and communities, scientific integrity, social responsibility, and maximizing benefits and minimizing harm.

Research methods

Table of Contents
Aim:............................................................................................................................................................3
Introduction.................................................................................................................................................3
Research objectives:................................................................................................................................3
Research Questions:................................................................................................................................3
Methodology:..............................................................................................................................................4
Ethical consideration...................................................................................................................................5
References...................................................................................................................................................7

Aim: To identify the effects of Advertisement on changing buying behaviour of consumer
towards the UK retail industry”: A study on Boots Plc.
Introduction
In the present time, promoting product and services is important to attract more and more
customers. Through promotion, a company can easily attract significant number of buyers to
earn huge amount of profit. Nowadays, advertisement is considered as one of the most effective
ways of promoting products. Here, advertisement put direct impact on buying behavior of
individuals. By advertising product in rightful manner, a company can succeed & grow in the
future period of time (Sung, 2021). In context of present report Boots plc has been chosen. It is a
prestigious organization of retail industry of UK. The report will cover types of advertisement
used by the respective company along with relationship between advertisement and consumer
behavior.
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?

Methodology:
Methodology is a step by step process for collecting, analyzing as well as interpretating
the information. This is used to make the meaningful inferences from the available set of data. In
this regard, the major elements of research methodology are outlined below:
Research approaches: In context of research, there are ample of approaches are used so
that adequate amount of data can be collected efficiently. Here, research approaches are
important element of all the research work. In this context, deductive and inductive are the two
major approaches which are used by investigator to collect appropriate set of information (Rix
and et. al., 2019). For present study, deductive approach has been chosen as it is useful in
gathering and analyzing information in numerical form. Through deductive approach, it is
possible to analyze the available information in an efficient manner.
Research design: This is a framework that is often used by the researcher in order to
gain knowledge of a particular topic. Basically, it is classified in two types: exploratory and
descriptive. In the current situation, descriptive design is considered as it is useful in analyzing
quantitative variants and also makes the researcher enable to conduct a detailed study. In
addition, descriptive research design makes the investigator enable to develop significant
knowledge based regarding a specific subject.
Research methods: Research method is significant element of research project.
Basically, it demonstrates various steps that are undertaken for the accomplishment of project
work in timely manner. Here, research methods are likely to include ample of steps so that the
researcher can draw meaningful conclusion in future period of time (Hughes and Barlo, 2021). In
this regard, researcher has been select quantitative research method as it is based on collecting
and analyzing numerical information. It helps in getting authentic results by implementing
appropriate tools & techniques in significant manner.
Participants: Participants are the individuals who serve as the source of information. To
select participants researcher are likely to use two methods such as probability and non-
probability (Walker, Lin and McCline, 2018). For present research work, probability sampling
has been selected as it provides equal opportunity to each & every unit to become a part of

sample. Further, 20 employees of the respective company have been chosen as participants for
completing the existing report.
Ethical consideration
Ethics are useful in completing a research in true & fair manner. Without ethics, it is
quite difficult to bring authenticity in research work. In this regard, the major ethical
considerations are outlined below:
Respect for the autonomy, privacy and dignity of individuals and communities: To
complete the research work, valid consent has been taken. By keeping the autonomy and dignity
of respondents in consideration, consent has been taken from all the respondents through consent
form (Pigeot and et. al., 2019). In addition, the information taken out from the participants will
be managed properly. Here, researcher is likely to keep the information confidential and secure.
Apart from this, every unit will be treated equally and fairly to get effective results in future.
Scientific integrity: The information collected from the participants is authentic that will
help in getting reliable results in significant manner. Here, the information has been taken
through personal interaction so that the researcher can also get some additional information
along with the main information (Fuller, Shareck and Stanley, 2017). To maintain the
authenticity, researcher ensures that information directly gathered by respondents. With this, it is
possible to complete the project work with authenticity.
Social responsibility: It is one of the imperative principles of ethical consideration.
During the research work, the researcher collected data from participants via questionnaire.
Every unit of sample has been treated equally in terms of getting the information. To protect the
dignity of participants, information will be maintained safely by the researcher. Through the
research, it is easy for the people to analyze how advertisement affects buying behavior of
consumers.
Maximizing benefits and minimizing harm: During research, it is important to ensure
that no one get harm through the project outcomes. To avoid the potential risk, researcher is
likely to keep the data safely (Wilson Kenny and Dickson-Swift, 2018). Apart from this, the
personal values such as respect, dignity of participants will be followed by researcher. Business

organizations will be majorly benefitted from the researcher as they can easily predict the impact
of advertisement on buying behavior of customers. Further, it will also assist marketers in
preparing effective advertisement & promotional strategies to attract more & more buyers.

References
Books & journals
Fuller, D., Shareck, M. and Stanley, K., 2017. Ethical implications of location and accelerometer
measurement in health research studies with mobile sensing devices. Social Science &
Medicine, 191, pp.84-88.
Hughes, M. and Barlo, S., 2021. Yarning with country: An indigenist research
methodology. Qualitative Inquiry, 27(3-4), pp.353-363.
Pigeot and et. al., 2019. Ethical consideration of studies involving human subjects outside the
regulatory framework: not mandatory, but of high relevance. Bundesgesundheitsblatt,
Gesundheitsforschung, Gesundheitsschutz, 62(6), pp.722-728.
Rix, E.F., Wilson, S., Sheehan, N. and Tujague, N., 2019. Indigenist and decolonizing research
methodology.
Sung, E.C., 2021. The effects of augmented reality mobile app advertising: Viral marketing via
shared social experience. Journal of Business Research, 122, pp.75-87.
Walker, B.B., Lin, Y. and McCline, R.M., 2018. Q methodology and Q-perspectives® online:
Innovative research methodology and instructional technology. TechTrends, 62(5),
pp.450-461.
Wilson, E., Kenny, A. and Dickson-Swift, V., 2018. Ethical challenges in community-based
participatory research: A scoping review. Qualitative health research, 28(2), pp.189-199.