Impact of Advertisement on Consumer Buying Behaviour in UK Retail Industry: A Study on LSST

This research proposal aims to determine the impact of advertisement on consumer buying behaviour in UK retail industry, with a focus on LSST. The proposal includes a literature review, research methodology, and research objectives.

CW1
Research Proposal
(Advertisement impact on consumer
buying behaviour in UK retail industry)

Contents
INTRODUCTION...........................................................................................................................1
Purpose of the research................................................................................................................1
Research Aim...............................................................................................................................1
Research Objectives.....................................................................................................................1
Research Questions......................................................................................................................1
The management or business problem.............................................................................................2
Literature Review.............................................................................................................................3
The concept of advertisement and consumer buying behaviour in business perspectives..........3
Current advertisement methods used in LSST.............................................................................3
The impact of advertisement on the buying behaviour of LSST customers................................4
Research Methodology....................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Purpose of the research
Advertising is described as kind of any promotions used by the company in order to
promote their product, service or idea in order to influence one or more people (Kumar, 2020). It
can be conducted through various mediums like radio, print, digital media and television. In the
following conducted research selected organisation is LSST which is a private higher education
provider firm of UK. The organisation is established in 2003 as well as specialised in IT and
health, business management as well as social care courses. The research includes the
management or business problem, literature review as well as research methodology.
Research Aim
To determine the impact of advertisement on consumer buying behaviour in UK retail
industry. “A study on LSST”.
Research Objectives
 To understand the concept of advertisement and consumer buying behaviour in business
perspectives.
 To analyse the current advertisement methods used in LSST.
 To examine the impact of advertisement on the buying behaviour of LSST customers.
Research Questions
 Explain the concept of advertisement and consumer buying behaviour in business
perspectives.
 What are the current advertisement methods used in LSST.
 Determine the impact on advertisement on the buying behaviour of LSST customers.
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The management or business problem
The following research is conducted on the topic of advertisement impact on consumer
buying behaviour in the UK retail industry. In this research, problem is identified that decrease in
sale and profit, if the proper advertisement methods are not used by the management of LSST in
attract more customer for the sale of their services (Danilenko, 2019). If the organisation does
not uses proper advertisement methods about their services or brand, customers are not get aware
about it due to which their services are not deliver and it cause loss for the company. This makes
important for the management of LSST in order to use effective advertisement methods which
helps them to market their service to their potential customers in order to influenced them for the
purchasing. There are many ways which is required to be considered by the management of
LSST in order to improve their advertisement and some of them are described below:
Learn from competitors- While searching for effective way, an organisation need to
identify what techniques or methods used by their competitors in order to attract customers for
their product and service (Peng, 2021). This makes management of LSST to find out the
advertisement methods uses by their competitors which are helping them in increase their sales
and profit. After finding out advertisement methods of their competitors, they need to apply them
for the advertisement of their service and brand in order to attract more customers. This will help
company to improve their advertisement as well as increase their sales and profit.
Update Social media- In today's time, every organisation are uses social media
marketing in order to attract large number of customers for their product and service. In social
media marketing, its features are updating regularly which creates opportunity to the companies
in order to make their advertisement more effective in order to attract large number of customers
regularly (Kang, Jeong and Chung, 2020). This makes important for the management of LSST in
order to keep their social media account information accurate and updated for attracting large
number of customers.
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Literature Review
The concept of advertisement and consumer buying behaviour in business perspectives
According to the view of Pahwa (2022), an advertisement refers to as paid tool of
promotion backed by an identified sponsor in order to call the public attention for the brand and
offerings of the company. It can also be said as paid message of communication in order to
inform about the something or influence people to try, buy or do something. There are many
types of advertisement used in businesses such as print advertisement ( newspapers, magazines,
etc.), broadcast advertisement (TV and radio), outdoor advertisement (taxis, billboards, etc.) and
digital advertisement (websites, search engines, etc.).
In the opinion of Sydorenko (2022), consumer buying behaviours is described as acts or
decision of people in order to buy a product and services. It can also be described as driving
forces for any kind of marketing process. This basically used by the company in order to
understand how and why people decide for the purchase of a product or service that are available
in the market. This makes important for the company in order to analyse the buying behaviour of
customers to understand their reactions on a firms marketing strategy as it directly affect the
success of the company.
Current advertisement methods used in LSST
In the opinion of SUGGETT, (2020), evolution in advertisement makes very complex
types of communications as they are many ways which help company in order to convey the
message directly to the consumer. In today's time, many companies are conducting their
advertisement through internet or known as online advertising. The current advertising methods
of LSST is online marketing which helps in promoting their offerings and brand in online
platforms in order to attract large number of customers.
As per the view of Bhasin (2021), advertisement is use to sponsored content or non
personal message of product and service in order to promote and sell for engaging their
customers. There are many methods exist which helps company to advertise their product and
service in order to attract large number of customers which includes print advertisements, digital
marketing, television commercials, hoardings and signage and many more. Currently LSST uses
many types of digital marketing methods in order to attract large number of customers for their
offerings.
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The impact of advertisement on the buying behaviour of LSST customers
According to the view of Tabie (2021), marketers invest in many types of media outlets
for manipulating customer behaviour in order to make them to buy or try their offerings. Every
types advertisement media platforms has a unique and distinctive patterns for a engaging
customers in a particular manner. Advertisement helps LSST to raise the awareness of their
products and service, provide relevant information as well as specifying the features and benefits
of them which influence customers in order to purchase their products.
As per the view of Hooper (2017), the marketing and creative department of the company
work together in order to create the ads that helps in influencing buying behaviour of their
customers. A good ad of the company helps in increasing their sales and brand awareness. An ad
helps customers to know about the product and service that they need which makes influenced
them to purchase the particular product or service in order to fulfil their needs and wants. This
makes LSST in order to provide effective ad of their service which influence the buying
behaviour of customers.
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Research Methodology
Research philosophy- It is described in two form and that are defined as positivism and
interpretivism. In the following research, positivism philosophy is selected by the researcher to
collect, use and analyse the numerical data for the research topic (Cook, 2021). This philosophy
help researcher to achieve aim of research topic in less time.
Research Approach- It is divided in two parts which are defined as inductive and
deductive. The research selects deductive approach for the following as it helps in analysing the
quantitative data of advertisement impact on consumer buying behaviour in UK retail industry.
This approach helps researcher to understand and evaluating data by gaining it in easier manner
(Williams and Braun, 2020).
Research Strategy- It is available in various forms such as grounded theory, case study,
survey, observation and many more. The researcher selects survey strategy in the following
conducted strategy (Emerson and O'Brien, 2019). This strategy is cost effective strategy which
helps researcher to provide quantitative data through collecting information small and large
samples.
Research choices- The research choice are available in two types that are quantitative
and qualitative. The researcher selects quantitative methods because it provide numerical data
which assists them to collect and understand the statistical data (Ryser, 2021). This research
choice helps researcher to gain accurate and reliable information about the research topic.
Time horizon- It is classified mainly in two parts which are longitudinal and cross-
sectional. The researcher select cross-sectional time horizon in the following research as it
derives reliable and valuable information (Lizotte and Bauer, 2020). This time horizon help
researcher to conduct research in small time and gain several advantages.
Data Collection- This are available in two parts and defined as primary and secondary.
The researcher select both parts in the following research for gaining reliable and valuable
information (Rosés and Wolf, 2018). These data collection method take low cost and provides
reliability which helps researcher to achieve the objectives of research.
Data Analysis- This are available in many form such as thematic and frequency
distribution. The researcher selects frequency distribution in the following research to calculate
the numerical data in easy manner (Munsky, Hlavacek and Tsimring, 2018). This data analysis
helps researcher to analyse and evaluate the numerical information and data of the research.
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Sampling- It is classified in two parts and that are probability and non-probability. The
researcher selects probability methods for getting accurate information for the following research
(Usher, 2021). This sampling helps researcher to collect reliable and correct data and information
from huge data.
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CONCLUSION
From the above mentioned research, it has been concluded that advertisement is an most
important things which helps company to promote their goods and service in order to influence
customers to purchase them. It is important for the company to analyse the buying behaviour of
their customers in order to understand why and how they make their decision to purchase the
following products. There are many advertisement methods exist which affects the buying
behaviour of customers to purchase their offerings.
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REFERENCES
Books and Journals:
Kumar, S.P., 2020. A STUDY ON ONLINE AND OFFLINE ADVERTISMENT OF THE
PRODUCT. International Journal of Modern Agriculture, 9(4), pp.956-957.
Cook, R.M., 2021. Addressing missing data in quantitative counseling research. Counseling
Outcome Research and Evaluation, 12(1), pp.43-53.
Williams, S.L. and Braun, K., 2020. A critical deconstructed quantitative analysis: Sexual and
gender minority stress through an intersectional lens. Journal of Social Issues, 76(4),
pp.859-879.
Emerson, S. and O'Brien, J., 2019, May. Trends and applications of machine learning in
quantitative finance. In 8th international conference on economics and finance research
(ICEFR 2019).
Ryser, G.R., 2021. Qualitative and quantitative approaches to assessment. In Identifying Gifted
Students (pp. 33-57). Routledge.
Lizotte, D.J. and Bauer, G.R., 2020. Math versus meaning in MAIHDA: A commentary on
multilevel statistical models for quantitative intersectionality. Social Science &
Medicine, 245, p.112500.
Rosés, J.R. and Wolf, N. eds., 2018. The economic development of Europe's regions: A
quantitative history since 1900. Routledge.
Munsky, B., Hlavacek, W.S. and Tsimring, L.S. eds., 2018. Quantitative biology: theory,
computational methods, and models. MIT Press.
Usher, L.E., 2021. The case for reflexivity in quantitative survey research in leisure studies:
lessons from surf research. Annals of Leisure Research, pp.1-16.
Danilenko, А., 2019. Advertisement issues in the modern world.
Peng, J., 2021, December. Thoughts on the Innovation of Health Education Advertisement
Communication of COVID-19 from the Internet Perspective Based On Network
Technology. In 2021 International Conference on Forthcoming Networks and
Sustainability in AIoT Era (FoNeS-AIoT) (pp. 78-83). IEEE.
Kang, S., Jeong, C. and Chung, K., 2020, January. Advertisement Recommendation System
Based on User Preference in Online Broadcasting. In 2020 International Conference on
Information Networking (ICOIN) (pp. 702-706). IEEE.
Online:
Aashish, P., 2022, [Online]. Available through : <https://www.feedough.com/what-is-
advertisement/>
Sydorenko, N., 2022, [Online]. Available through : <https://snov.io/glossary/buyer-behavior/>
SUGGETT, P., 2020, [Online]. Available through : <https://www.thebalancesmb.com/different-
types-of-advertising-methods-38548>
Bhasin, H., 2021, [Online]. Available through : <https://www.marketing91.com/what-is-
advertising/>
Tabie, J., 2021, [Online]. Available through :
<https://www.theseus.fi/bitstream/handle/10024/504235/Jihane_Tabie.pdf?
sequence=2&isAllowed=y>
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Hooper, S., 2017, [Online]. Available through: <https://www.infront.com/blog/how-advertising-
affects-consumer-behavior/#:~:text=A%20good%20ad%20will%20increase,create
%20stronger%2C%20more%20memorable%20ads.>
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