Exploring the Impact of Effective Advertising on Consumer Buying Behaviour of ASDA

Preparing for Research
Consultancy
(“EXPLORING THE IMPACT OF EFFECTIVE
ADVERTISING ON CONSUMER BUYING
BEHAVIOUR”)

Table of Contents
SECTION 1: INTRODUCTION.....................................................................................................3
Project scope, justification, impact factor...................................................................................3
Title of the proposed dissertation................................................................................................3
Background context....................................................................................................................4
Research question.......................................................................................................................4
Research aim and objectives.......................................................................................................4
Research justification..................................................................................................................5
SECTION 2: LITERATURE REVIEW..........................................................................................6
SECTION 3: OUTLINED METHODOLOGY...............................................................................9
SECTION 4: PROPOSED PLAN OF WORK..............................................................................12
REFERENCES..............................................................................................................................13

SECTION 1: INTRODUCTION
Project scope, justification, impact factor
The research s based on analysing impact of effective advertising over consumer buying
behaviour. This research is providing significant impact over personal thinking level of
researcher that means using this research, researcher may develop their understanding linked
with consumer buying behaviour and its implications due to advertising. The scope of this
research is clearly linked with developing knowledge related with consumer buying behaviour
which is helpful for an organisation to grow and sustain in better manner (Demiray and Burnaz,
2019). This is examined that there are various aspects which are being inhaled by an organisation
and analysis of consumer behaviour is one of them.
This research could be helpful for gaining career aspirations so that they can sharpen
various skills such as verbal skills, communication skills, research skills and many more. Using
these skills the researcher may execute various future obligations in appropriate manner. There
are significant measures which can be exerted by an individual using information from this
research so that to acquire future benefits and to develop the standard as well. The justification
for the research is linked with developing knowledge in respect of analysing impact of
advertising over consumer buying behaviour so that to develop future concepts and to acquire
benefits as well.
Researcher has chosen the topic so that to develop their understanding regarding
perspective of consumer behaviour and to use these concepts over future researches so that to
take out appropriate and verified results. There are specific reasons for which customers are able
to change their perspective towards their buying behaviour and advertising is one of the primal
aspect among all of them (Shahid, Hussain and Zafar, 2017)This is analysed that using
advertising a business may grow and reach out to maximum number of customers (Coombes and
Ryder, 2019). So this research is having significance in relation to develop that insight for the
business which leads them to use such measures which inspires their customers to come up with
positive buying decision.
Title of the proposed dissertation
“EXPLORING THE IMPACT OF EFFECTIVE ADVERTISING ON CONSUMER
BUYING BEHAVIOUR OF ASDA”

Background context
Consumer buying behaviour is defined as the concept which are associated with the
actions performed by customers before buying any product or service. This is the process which
is linked with using search engines in order to understand needs and to recognise the same so in
positive manner decisions can be taken (Ramya and Ali, 2016). This is the process which is
helpful for the organisation to develop their business and acquire significant benefits as in terms
of gaining customer attention and their loyalty as well (Huo and et. al., 2020). This is observed
that for an organisation it is mandatory to examine trait and inclination of their customers so that
they can gain higher business benefits in terms of profit and market goodwill as well. There are
various factors which are impacting buying behaviour of individual and brand image is one of
the primal measure (Qazzafi, 2019). There are significant benefits which are attained by
examining consumer behaviour in appropriate manner so that by using these measure an
organisation may develop significant edge to manage their business in effective manner so that
they can acquire benefits related with higher performance and goodwill into the market
(Cherukur, 2020).
Research question
 What is the basic conceptual framework of consumer buying behaviour?
 What is the impact of advertising on consumer buying behaviour for Asda?
 What are the ways that can be used by Asda for the purpose of changing consumer
behaviour?
 What are the barriers faced by Asda during developing buying behaviour of their
customers using advertising?
 What are the new strategies used by Asda to gain and retain customers?
Research aim and objectives
Research aim
To investigate the impact of advertising over consumer buying behaviour for an
organisation. A study on Asda.
Research objective
 To analyse basic conceptual framework of consumer buying behaviour.
 To examine the impact of advertising over consumer buying behaviour within Asda.
 To discern the ways used by Asda for changing buying behaviour of their customers.