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

This research explores the impact of effective advertising on consumer buying behaviour of ASDA. It examines the basic conceptual framework of consumer buying behaviour, ways to change consumer behaviour, barriers faced by ASDA, and new strategies used by ASDA to gain and retain customers.

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.

 To recognise barriers faced by Asda at the time of developing buying behaviour of
consumers using advertising as mediator.
 To recommend new strategies used by Asda to gain and retain customers.
Research justification
The research is associated with analysis of impact drawn over customer buying decision
of advertising. This is analysed that there are significant factors which are associated with buying
decision of a customers and these factors are required to be undertaken so that they may get
higher attainability into their business objectives (Wani and Agarwal, 2017). This is analysed
that there are various factors which are required to be undertaken by an organisation so that to
develop buying behaviour of their customers and to examine market trends in appropriate
manner (Zhu, Mou and Benyoucef, 2019). The research will provide appropriate impact on the
basis of developing the business in such a way that they may acquire higher goodwill and
performance within the business. This is being analysed that there are various movements which
are executed within business so that to develop their market image and to administer
organisational success in such a way that this will lead into gaining market penetration and
sustainability as well (Liyanage and Wijesundara, 2020). On the other hand this research is
providing personal impact to the researcher in the terms of enhancing skills and proficiency so
that the same can be used by researcher in their future researches and gain positive outcomes as
well. On the other hand the knowledge gained from the above research could be helpful in
analysing such dimensions for the business which are helping in attaining objectives in overall
manner (Shamout, 2016).

SECTION 2: LITERATURE REVIEW
What is the basic conceptual framework of consumer buying behaviour?
According to (Lin and et. al., 2019)consumer behaviour is associated with the process
which is providing outcomes in the respect of their decisions. This is analysed that customers are
highly inclined towards developing such aspects in which they can take positive benefits out of
their desires and needs. This is examined that for a business the reasons to develop their business
is high and in this manner there are significant development which are required to to inserted
within business so that to acquire attainability over their aims and objectives and to develop
their business into the market (Maslowska, Malthouse and Viswanathan, 2017). For an
organisation developing of consumer behaviour is one of the primal aspect which is associated
with providing the business such edge in which they can acquire goodwill into the market and
sustainability as well. Consumer behaviour is associated with such actions and the process of
decision making which can be used by an individual at the time of making decision related to
goods and services. Consumer behaviour is the study in which behaviour of customers in order to
get and take purchasing decision so that to acquire benefits as in context of goodwill and market
prominence. In order to identify such process an organisation is required to examine attitude of
their customers so that to inhale benefits (PAL and Shukla, 2020).
What is the impact of advertising on consumer buying behaviour for Asda?
According to Djafarova and Trofimenko, (2019), advertising is associated with providing
awareness to the customers so that they can take positive decision in respect of the organisation.
This is seen that within an organisation they are using differential strategies in order to develop
their business and to acquire higher customers as well (Sheth, 2020). In order to gain business
objectives examination of customer buying behaviour is one of the significant movement which
leads the business to develop their customers in such a way that this would lead into gaining
positive insight as in context of acquiring higher customers and their loyalty as well. By seeing
advertisement a customer may be influenced to use such products and services so that they can
meet their needs and demands (Londono, Davies and Elms, 2017). In this manner it can be said
that when a customer is taking decisions regarding any product and services then advertisements
are playing significant role which helps the customers to take appropriate decision. This is
analysed that there are various moments which are linked with customer buying decisions and
could be helpful for an organisation to attain the same (Szmigin and Piacentini, 2018).

What are the ways that can be used by Asda for the purpose of changing consumer behaviour?
According to Das, Wiener and Kareklas, (2019), there are various ways which can be
used by an organisation so that to change buying behaviour of their customers and to acquire
their benefits as well. In the context of an organisation there are various edges within an
organisation which are associated with developing linkage between organisational success and
their customers. In this manner for an organisation using of such strategies are necessary and
could lead into attaining organisational objectives (Filimonau and Gherbi., 2017). Advertising is
one of the prominent way that can be used by Asda in order to change customer behaviour and
this is helping the organisation to acquire larger number of customers along with gaining their
loyalty as well. Advertising is one of the effective method that can be used by Asda as this cover
larger number of audience at once and helps the organisation to minimise their cost of capturing
customer (Smith and Zook, 2019) . Besides this public speaking is also an another method that
can be used by Asda in order to gain consumer behaviour and to develop their business in such a
way that they can provide awareness to larger number of customers along with earning profit as
well. There are differential reasons for which an organisation is using strategies to change
behaviour of their customers as this is having business benefits related with sustainability and
market prominence as well (Young and et. al, 2018).
What are the barriers faced by Asda during developing buying behaviour of their customers
using advertising?
According to Lu and Miller, (2019), Developing of buying behaviour of customers is one
of the major task which is required to be done by an organisation so that to cover larger
customers at once and to gain market prominence as well. In current time there are differential
benefits which are gained by the business in order to acquire their customers and behaviour as
well (Röllecke, Huchzermeier and Schröder, 2018). This is examined that Asda is having
appropriate market presence but at the same time the company is facing various issues in
developing behaviour of their customers. These are the issues which are impacting the business
in negative manner. In the context of Asda, assessing of data across platform is one of the crucial
issue faced by the organisation as in order to compete with market competitors this is imperative
to understand market and needs of the market. Besides this another issue is to identify consumer
across channels so that business may place their products and services as accordance with market
needs (Kamal, 2019). On the other hand mapping of customer journey so that to trace their

purchasing decisions in appropriate manner. Besides this identification of new customers is the
other issue which can be faced by Asda and could lead the organisation to minimise future
uncertainties in optimal manner.
What are the new strategies used by Asda to gain and retain customers?
According to Humphries, Mertens and Truman, (2020), there are various new and
prominent techniques and strategies which can be used by Asda in order to gain and retain
customers and to acquire higher market edge. Benchmarking is the technique which can be used
by Asda in order to show organisational performance to their customers and to serve their
customers in desired manner. This will help the organisation to set some standards and to deal
with their competitors in such a way that distinct position can be attained within competitive
market (Bloomfield and Fisher, 2019). On the other hand the company may develop some
loyalty programs for their loyal customers so that they can improve lifetime value for their
customers. Using this strategy higher value can be given to their customer and in the same
manner the company may survive into the market for longer time and earn profits as well. These
are the methods in which exceptional services can be provided to customers and their retention
period can also be enhanced (Rahi, 2017).

SECTION 3: OUTLINED METHODOLOGY
Research paradigm: Research paradigm is defined as the convictions which are used by the
researcher for the major purpose of gathering data and to attain research objectives as well.
Research paradigm is assisting in developing research results in that appropriate manner that it
would lead into gaining research objectives as well (Elfil and Negida, 2017). Using appropriate
research paradigm this would be easier for researcher to acquire multi-dimensional benefits
within research so that the same can be used in order to acquire research benefit such as to
develop research objectives and to minimise time for completion of the same. There are two
types of research paradigm such as positivism and interpretivism (Leung, Lyu and Bai, 2020).
Under this research interpretivism research paradigm is used as this is effective in nature and
helps the researcher to align objectives as well. Using interpretivism this would be easier for
researcher to measure gathered data in qualitative manner so that in-depth knowledge can be
attained (Martínez-Mesa and et. al., 2016) . This is a scientific approach which is accommodated
with taking appropriate actions within research in real time basis.
Research design: Research design is associated with such overall business strategy which is
integrated with differential components along with gaining logical way to complete the research.
Research design is playing significant role in developing research in effective manner so that
different components can be added to the research which leads in attaining research objectives in
significant manner (Patten, 2016). There are three types of research design such as exploratory,
experimental and descriptive. Under this research exploratory research design is used as this is
related with qualitative research techniques (Schreiner, Rese and Baier, 2019). Exploratory
research design is associated with analysing such reasons and opinions which are used within
research in order to develop motivation and to dive deeper into research problems. The major
disadvantage of exploratory research is that they provide qualitative data. Interpretation of such
information can be judgemental and biased (Krueger and et.al, 2018). Most of the times,
exploratory research includes a smaller sample, hence the results cannot be accurately interpreted
for a generalized population. Besides this in terms of positive aspects the researcher get higher
flexibility so that changes can be accepted within research process in which future researches can
be executed in appropriate manner.
Research population & sampling method: Sampling is defined as the process which is
related with choosing of small parts from the overall population so that to develop overall

research in optimal manner. In order to develop coordination between most of the population this
is essential to develop sampling method in appropriate manner. This is examined that there are
neutral aspects which are related with developing participants in such a manner that this would
helpful in gaining overall research objectives. There are two types of sampling such as
probability and non probability sampling (Brčić and Mlinarić, 2018). Under this research non
probability sampling is used as this is associated with developing results in qualitative manner
which leads to attain research objectives (Ratnam, 2019). Sampling is one of the significant
process which is helpful for researcher to gain research objectives in such a manner that they can
eliminate issues pertained with developing research in such a manner that this would lead the
researcher to conduct their research in appropriate manner.
Evaluation of specific empirical research methods: Research method is defined as the
process in which information is gathered in order to attain research objectives. In the context of
investigator there are several methods which can be used by them such as qualitative or
quantitative (Sultana, 2019). Under this research qualitative research methods are used as they
are aligned with providing benefits as in context of attaining research objectives in overall
manner (Sun and Wang, 2019). Research methods are generally associated with developing
overall research in systematic manner so that efforts can be aligned with attaining research
objectives. As this research is based on qualitative measures then this is beneficial for attaining
research objectives in depth and calculative manner.
The current research is based on analysing the impact of advertisement on customer
buying decision within Asda. This is being analysed that there are significant reasons of selecting
qualitative research and to get in depth knowledge regarding topic of research so that appropriate
edge can be attained. One of the major reason behind this is that researcher is willing to develop
accurate and appropriate information related with research (Skala, 2018). On the other hand
using qualitative method of research this would be easier for the researcher to develop research
objectives as these methods are helpful in providing in-depth information to the researcher.
Evaluation and consideration of methods of data analysis: Data analysis is the method
which is used by researcher in order to develop appropriate insight in the research. This is
associated with providing significant benefits as in context of attaining research objectives in
significant manner.

Critical assessment and consideration of research standards: This research is
associated with developing the research in effective manner. In the context of current research
using reliable data research objectives can be attained and at the same time valid data collection
could be helpful in developing the research in well defined manner (Novikov and Novikov,
2019). This is examined that when research data is reliable and valid then this will lead into
developing research results in appropriate manner along with developing objectives in
appropriate manner.

SECTION 4: PROPOSED PLAN OF WORK
Gantt chart: Gantt chart is a tool which can be used by researcher in order to define their project
activities in such a way that time can be assigned to each activities so that each and every activity
can be finished in most effective manner along with developing research objectives as well.
There are various activities which are required to be completed within research and Gantt chart
helps the researcher to bifurcate the same so that level of confusion can be minimised
(Kusumadarma and et. al, 2020). In this research there are various tasks such as defining of
literature review, performing research methodology and many more activities associated with
research project (Dodds and Hess, 2020). These are related with developing the overall research
in significant manner so that appropriate research standards can be maintained.
Besides this risk is associated with this is related with gathering resources to develop
overall research within timelines. On the other hand another risk is related with developing
overall research and its activities in such a manner that this would develop issues in attaining
research objectives.
Ethical consideration within this research is linked with providing higher confidentially
to the respondents so that they can feel safe to provide their judgement. Similarly another ethical
consideration is linked with obtaining of consent so that respondents may provide their opinion
as accordance with their consent (Isla, 2019). This manner using ethical clarity within research is
so that significant results can be attained. This can be examined that ethics plays significant role
in developing the research which means that it will develop insight to the researcher so that
research can be executed in ethical manner without harming anyone.

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