Impact of Country's Origin on Consumer Choices in UK Clothing Market

This research investigates the impact of the country's origin on consumer choices in the UK clothing market, focusing on Louis Vuitton and Gucci. It analyzes the factors influencing consumer selection, the impact of country origin on customer preference, and the strategies adopted by the two brands. The study aims to provide insights into the changing market dynamics and help companies target their customers effectively.

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INTRODUCTION
Business management is related to managing the coordination as well as organisation of
business activities. It includes managing production material, machines, money and also include
both innovation as well as marketing. In addition to this, management is charge of planning,
organizing, directing and controlling resources of company so that their goals and objectives will
meet in effective manner. In management of business both manager and director are responsible
as well as they also have power of taking decision. This research is based on how the country of
origins affects Louis Vuitton and Gucci consumer choices in the UK clothing market. For an
business firm it is essential to determine their customers choice, taste and preference in effective
manner. Along with this, they should have to ensure that all these are getting fulfil in appropriate
manner and customers are also getting satisfy.
Furthermore, present research gives brief summary related to each and every key point of
research which includes aims as well as objectives. Along with this research will going to define
that how origin of nation gives impact on behaviour of customers and also retail sector. In
relation of selected research topic, aim and objective of research and been designed in
appropriate manner for gaining satisfactory outcomes. Apart from this, according to the data of
2019 it has been determine that fashion industry in United Kingdom is try to set their market
value around 63.6 billion Euros as well as sales of respective industry also get enhanced from
last year. Fashion of clothes not change every year but every season and in this manner
companies also have to follow current trends for making customers satisfy in appropriate
manner.
For this research selected companies are Louis Vuitton and Gucci which are part of retail
industry and serving at global level. They serve their offerings to customers after analysing their
taste, preferences, needs and wants in effective manner. Motive of both organisations is to make
customer satisfy and increase their financial performance. Moreover, research will help to
analyze the themes in a better manner and describe the research methods in order to reach the
final conclusion. Along with this it include research approach, strategy, sample size and target
population who will help to determine whether the country's origin affect the Louis Vuitton and
Gucci consumer choice of UK clothing market. Lastly, the study will help to determine how the
customer choices affect on the UK market.

Theoretical background
Research Aim:
“To investigate the impact of the country's origin affect the consumers choice in clothing market
of UK”. A case study on Louis Vuitton and Gucci
Research Objectives:
• To analyse the different elements which affect consumer selection in the retail market of
the UK
• To analyse the impact of a country's origin which create an impact upon customer
preference in Louis Vuitton and Gucci
• To identify different strategies adopted by Louis Vuitton and Gucci to determine
customer choice in the retail market.
Research Questions:
• What are the different elements which affect consumer selection in the retail market of
the UK?
• How the country's origin creates an impact upon the customer preference in Louis
Vuitton and Gucci?
• How different strategies adopted by Louis Vuitton and Gucci to determine customer
choice in the retail market?
Theme 1: Different factor that affects customer choice in the retail market of the UK
According to the view point of Bouranta, Psomas and Vouzas (2019) it has been
determine that taste and preferences of customer get change in several manner. Along with this,
there are several customers who prefer to purchase low cost products with long durability.
Within all these factors economic factor is that which have wide impact on customer behaviour
as it involve main foundation of buying decision. It is because customers sometimes cannot
afford such product which they want to purchase. Thus, at that time taste dosen’t matter and
affordability of individual person play important role. Because middle class people cannot afford
premium offerings this is the main reason that affordability play important role in buying
behaviour of customers. Furthermore, positive economic environment is also essential as it is
known for building confidence of customers and indulges buyers to purchase irrespective of their
personal financial liabilities.

Along with this, as per views of Brito, McGoldrick and Raut (2019) it has been analysed that
marketing mix is also another factor which have impact on customers buying behaviour within
retail market. It includes 4 components i.e., product, pricing, promotion and place. For instance,
Gucci offers the product at a reasonable rate and also attract a wide range of people towards it.
Moreover, its customer also considers various things such that characteristics of products,
changes in the product's price and availability of the product in the required location and many
more. Further, different companies in the UK organise different marketing campaigns in order to
influence the purchasing decision and shift the customer choice in the opposite way.
Thus, it has been identified that retail industry of United Kingdom is providing best
product range at affordable price. Then it will be easy for people to invest their money in buying
fashion items and fulfilling their requirement in effective manner. On the other side, Njoki,
Simon and Mary (2019) stated that the personal preference of the customer is another factor that
also affects the choice of the customers. It is so because, at a personal level, consumer behaviour
is influenced through different shades such as like, dislikes, priorities, morals and values. For
that, this factor may easily influence through the advertisement which changes the preference of
the customers.
Theme 2: Impact of country's origin that affect the customer preference in Louis Vuitton and
Gucci
As per the view of Sansone and et.al., (2019) it has been determine that customer buying
behavior is the procedure that starts with stimuli as well as get ends with the response. Buying
behavior will not affect the market of brand such as Gucci and Louis Vuitton may not increase
the price of their products and as a result, the customer may easily purchase the products. In the
term of marketing, higher the price, higher will be quality of product and services.
Furthermore, Larsen and Sigurdsson (2019) defined two-component of the country image
i.e. geographic component and human component. In which, geography includes climate and
landscape whereas; human component describes the skill, competence and creativity level of the
people. If these both get positively evaluated then it will help in creating favorable evaluation of
the product. In addition to this, population of UK belong to different religion and they all want to
use the best product, that is why it is quite important for the company like Gucci and Louis
Vuitton to provide the same products with creative mind.

The image of a country of origin directly influences the attitudes of customers on the basis of
consumer tendency of being ethnocentric. When customer is familiar with in that case image of
the country creates Halo Effect. The term Halo Effect is used to explain the situations in which
evaluation of a specific object or a person on a multitude of dimensions is dependent upon a
single object. This effect forms the beliefs of the consumer in respect of the specific goods.
As per the view of Hult and et.al., (2019) the country of origin will have a positive impact
on the evaluation of the product when a product country match happens. It means the dimensions
on which a country is being evaluated by the people. Further, the image of the country also
develops perceptual distortions in the manner of national stereotype. The term stereotype refers
to the human tendency of overgeneralization. It happens when customers evaluate the product on
the basis of the level of development of that country.
Theme 3: Different strategies adopted by Louis Vuitton and Gucci to identify customer choice in
the retail market
As per the views of Crewe (2019) it has been determine that, there are a several strategies
which an fashion retailers as well as luxurious brands can adopt for attracting and targeting their
customers in effective manner. The authors identified some common factors that consumers keep
in mind while shopping for these luxurious brands and these are not at all concerned or limited t
the price factor. The quality is the most important factor that motivates or demotivates a shopper
intending to shop in these luxurious brands and they ensure that whatever they are buying is
worth the amount that they are spending. This is also followed by the durability factors where
they identify that what is the duration that is expected form the product when they are buying it.
The fashion trends and comfort are two integrated things that consumers look in a product when
they are buying form such luxurious brands (The power of fashion, 2019). The researchers,
therefore, concluded that these are some of the key factors that the fashion retailers should keep
in mind while targeting the consumers for their market segment.
As per the research paper of Kim, Lloyd and Cervellon (2019) it has been determine that the
luxurious fashion retailers can adopt several strategies for accomplishing their goals and
objectives. In that, first prominent marketing strategy is to promote and advertising the product
based on its fashion as well as uniqueness. The luxurious brands generally tend to present the
uniqueness of the product i.e. limited editions, selling a fixed number of pieces etc. are some of
the common strategies that are adopted in the luxury fashion retail sector. These act as an

influencing factor for the consumers and motivate them to buy the particular piece. In addition to
this, Louis Vuitton involves incorporation of innovation in the designing and manufacturing the
products and clothing items accordingly. These ensure that newer technologies are adopted and
consumers are influenced by shops form these luxurious brands over other competitors such as
Prada etc. Some strategies that the Gucci has used were development of good channels and
distribution networks so that customer will get their products within required time period,
segregating the perception that consumers hold regarding the image of the company is another
strategy that can be adopted and lastly, quality of personnel and the training that they have
received also influence the working strategies and the manner in which these companies target
the potential market segment.
Justification & contextualization
The above mentioned investigation questions as well as objectives assist in identifying the
present objective on the basis of which the research is going to be conducted which is the
influence of customer’s nation& origin on there decision making & choices in a retail sector. The
existing investigation questions help in determining what are the elements which influences the
decision making especially in reference to UK’s customers. The main aim behind selecting this
research topic is that it will aid in examining how organizations like Louis Vuitton & Gucci
target their luxury class or high society customers. Also these companies within the marketplace
of UK come from various other countries where the market environment was different. In
context of Louis Vuitton, the existing market condition within France is highly different to UK.
On similar note, Gucci who comes from Italy identify various sort of issues and challenges
within the marketplace of UK. Along with this, it is a research which highlights changes within
the marketplace specifically in reference to UK as compared to other market environment in the
world. After, Brexit scenario importance of the investigation has been raised as it assist in
dividing various sort of strategies which needs to be adopted by the organizations in order to
target their customers in Europe as well as in Britain. Hence, the present investigation title was
chosen by keeping in the current UK environment in mind. Also how it influences the process of
decision making of customers. Furthermore, the current business entity which have been chosen
in order to conduct the investigation and attaining their goals. Since both Gucci as well as Louis
Vuitton excellently operating its business functions within the marketplace of UK &they capture
the marketplace in fashion retails in most effective manner. Apart from this, another most

essential reason behind choosing both the organization is that it assist in identifying the biggest
proposition of customers based on marketing. It has been concluded that selection of both the
companies which are Gucci and Louis Vuitton help in covering wide range of consumers
commonly based in the marketplace of UK.
Methodology
Research Methodology
It is said that the term research method or methodology refers to a specific tool, procedure or
technique which are used by researcher in order to choose, examine, identify as well as process
the gathered information associated with the research topic. In an investigation methodology
assist a reader in order to examine the whole reliability, authenticity& validity of the
investigation or study.
Research Paradigm – It defines as a research model or approach used to perform investigation
which is verified in society of research along with also practiced by the researcher for a longer
period of time. It has been analyzed that there are different kinds of research paradigms which
are interpretivism, positivism, pragmatism, critical subjectivism and many more. In context of
Positivism paradigm, it shows that understanding is usually based on natural relations
&phenomenon. Whereas, Interpretivism paradigm says that it combines the interest of human
into a particular study. Along with this, it is associated to interpreting as well as manipulating
information in order to create an understanding of realistic.
In reference to the present investigation, researcher adopt Interpretivism research paradigm as it
assist the scholar in order to examine as well as interpret various factors of the current
investigation. With the help of this methodology, investigators can easily identify the influence
of nation’s origin which impacted the decision making of consumers related to clothing.
Research approach – It define as a process which consist of different stages of wide
assumptions in order to elaborate the data collection method, analysis as well as interpretation. It
has been said that deductive approach, is associated with the creation of assumptions based on
the current theory. Whereas, Inductive approach starts with assumptions as well as theories
which was introduced at the end of research as a result of overall observation of the research. At
last, the adductive approach assist in identifying the weaknesses which are associated with both
deductive and inductive approaches.

The investigator in this present research will choose Inductive research approach in order to
complete the whole research in an effective manner as there is no need to follow any sort of
predefined information. Along with this, it also assists researcher to identify the influence of
country's origin which affect the choice of consumers related to clothing market within UK.
Sampling -
It is a particular principles or method which is commonly used by researcher in order to select
members from large population so that they can be included within the research investigation.
Reason behind this is that populations of similar interest are large in order to implement the tools
related to statistical sampling. By choosing probability sampling, each and every person from the
population get equal opportunity and chance for participating in the present research. On the
other hand, Non-probability sampling is another method where participants got selected based on
non-random way. Hence in this case, each and every respondents didn’t get equal change to
participate in the research.
In the context of current investigation, researcher adopt random sampling method in order to
select 30 employees within retail sector so that the research aim and objectives will be
accomplished in an effective manner.
Data Collection -
It refers to a procedure of collecting data and information from different sources in order to get
the outcome of research issue. Commonly there are two main methods, primary as well as
secondary. In case of primary data collection method, investigators collect information for the
very time whereas in reference to secondary method, information is collected by different
researchers. In the present research context, investigator adopts both primary as well as
secondary research methods so that they can effectively conclude the whole research aim in an
effective manner.
Data Analysis -
It refers to a systematic procedure of logical as well as statistical techniques in order to illustrate,
examine, define and condense the information. Qualitative data analysis is a method where
information is being gathered by interpreting the situations in an effective manner. On the other
hand, Quantitative data helps in collecting all the information in the form of numerical. In this
context, investigator select Thematic analysis in Qualitative data as it is one of the most flexible
approach and can easily be modified according to the situation.

Ethical considerations -
While conducting a research it is very much essential for a researcher to conduct their research in
an ethical manner. This will assist in enhancing the confidential of respondents towards the
research.
Limitations -
There are various types of limitations arise which are linked with funds, time, cost, resources.
These might affect the whole research in a negative manner.
CONCLUSION
With the help of above dissertation it has been concluded that it is quite essential for every
business organization to consider the external environment before expanding their business
operations at new marketplace. Therefore, effective research need to be conducted by them so
that they can develop effective strategies and policies so they can get best and suitable results in
an effective and appropriate manner.

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Table of Contents
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................2
To analyse the different element which affect consumer selection in retail market of UK........2
To analyse the impact of country's origin which create impact upon customer preference in
Louis Vuitton and Gucci.............................................................................................................3
To identify different strategies adopted by Louis Vuitton and Gucci to determine the customer
choice in retail market.................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................5
DATA ANALYSIS AND INTREPRETATION.............................................................................8

RECOMMENDTION AND CONCLUSION................................................................................19
REFLECTION AND ALTERNATIVE RESEARCH METHODOLOGY ..................................21
REFERENCES .............................................................................................................................22

Title: “ To investigate the impact of country's origin affect the consumers choice in clothing
market of UK: A case study on Louis Vuitton and Gucci”
INTRODUCTION
Overview of the research
Country of origin is related with the country where goods shipped were produced.
Mainly, it is the same as the nation of departure. Country of origin has direct impact on
customers choice and their perception about the product. For this dissertation, Louis Vuitton and
Gucci are two chosen organisation that have their origin in UK. Both are luxury brand and
provides their products and services to the luxury customers. This will also have impact on
purchasing decision power of customers in direct manner. Therefore, country-of-Origin have
impact on Consumers' Buying Behaviour in direct manner. Country-of-origin is seen as an
impalpable cue which can impact consumers' product purchase as well as evaluation process.
Background of Louis Vuitton and Gucci
Louis Vuitton is a luxury retailer and French fashion house founded by Louis Vuitton in
1854. Company specialise in selling of different range of products such as leather goods to
ready-to-wear, jewellery, watches, shoes, sunglasses, accessories and books. Gucci is another
organisation for this project . It is an italian luxury brand of leather goods and fashion. Company
was founded in 1921 by Guccio Gucci in Florence, Tuscany. Therefore both are luxury brands
that provide number of luxury products to the target audience. Upper class people are main target
customers of company because of Louis Vuitton and Gucci have range of products that are
available in better quality and high price.
Aim: “ To investigate the impact of country's origin affect the consumers choice in clothing
market of UK: A case study on Louis Vuitton and Gucci”
Objectives:
 To analyze the different element which affect consumer selection in retail market of UK
 To analyze the impact of country's origin which create impact upon customer preference
in Louis Vuitton and Gucci
 To identify different strategies adopted by Louis Vuitton and Gucci to determine the
customer choice in retail market.
Research Questions:
1

 What are the different different element which affect consumer selection in retail market
of UK? How country's origin creates impact upon the customer preference in Louis Vuitton and
Gucci?
Rationale of the study
Main reason behind doing this investigation as it support an investigator in improving of
its knowledge about the impact of country's origin and its affect on consumers choice within
clothing market of UK. This research helps an investigator to enhance their different types of
research skills which are literature review, management of time, collection of data and
analysation of information. These are main research skills that are beneficial for researcher in
completion of research activities systematically. Along with this, this investigation is also
important at academic level by increasing knowledge of students about the country-of-origin and
its direct effect on consumer's buying behaviour and choice.
LITERATURE REVIEW
Literature review is one of most important survey regarding the scholarly sources (such
as books, journal practice and theses) related with the specified subject matter or research
question. It is often the written thesis, dissertation or research paper that situate regarding work
in related to specified subject matter.
To analyse the different element which affect consumer selection in retail market of UK.
In the words of Tom Herald, it is very much potential for an retail industry to position
their consumers in marketplace by accessing their needs and demands in positive manner. It is
very much potential to acknowledge the reason behind consumers buying as some individuals
purchase after conducting through research and development which purchase the products.
In context of Louis Vuitton and Gucci they by analysing consumers demand and accordingly
planned to serve them. Here are factors which affect consumers decision making:
Ambience of store:
Ambience of the store plays very much important role in attracting the large no. of
consumers and retaining them. As it has been observed that customer never make purchase
anything from store which is not clean. Stores that are not clean where foul smell irritates and thy
leave frequently. In context of Louis Vuitton and Gucci they are very much possessive to
2

maintain the sanitation in their stores so that they can give positive experience to their
consumers.
Customer treatment:
The another important factor that an organisation need to consider is customer treatment,
while consumers treated in effective manner it pull them to purchase products from specified
store. It plays very much important role in building loyalty in mind of consumers in comparison
to their competitors. In context of Louis Vuitton and Gucci they provide adequate training and
development to their sales representatives so that they can serve their potential consumers in best
manner. In the UK marketplace consumers are very much demanding as they eager towards
innovation not only in products and services but also in stores and selling style in best possible
manner.
Store design and layout:
Designing of products not only play very important role in giving one of best experience
to consumers but also the designing of stores. In context of Louis Vuitton and Gucci they hire
experts that design their stores by consider various factors such properly arranged shelves,
various categories of products and relevant space. Respective features helps to consumer in
choosing best products and services frequently.
To analyse the impact of country's origin which create impact upon customer preference in Louis
Vuitton and Gucci.
In the words of John goodrich, if the organisational product gain fully growth and
development in a single country which denotes that the product was grown in the countries
origin (Importing Basics : Country of origin, 2020). In context of Louis Vuitton and Gucci they
dealing only in the UK marketplace after gaining the full growth in regards of their products and
services. Country of origin is very much important for an organisation as it deals with duty rates,
preferential trade agreements and trade transactions that are regulated as per the countries origin.
Due to by country of origin the revenue and admissibility issues automatically resolved
automatically in order to gain desirable outcomes. Here are the decision making of consumers in
regards of Louis Vuitton and Gucci to remain competitive in marketplace.
Country of origin seem as one of most important intangible cue that directly influence the
consumers product purchase and in evaluation process. Due to increase in international trade and
level of competition the standardization of product minimize. In context of Louis Vuitton and
3

Gucci with help of COO consumers acknowledge about the product quality and can be able to
gain in cost effective manner. As due to COO the cost of taxes, preferential trade agreements and
other kinds of dealings should be automatically resolved that helps in building consumer loyalty
while purchasing the products and services in positive manner.
To identify different strategies adopted by Louis Vuitton and Gucci to determine the customer
choice in retail market.
In the words of David Weedmark, 2020 it is very much potential for an organisation to
determine the consumers needs and wants in order to serve them in best possible manner (The
Three Factors That Affect Consumers' Purchase Decisions, 2020). It is significant to
acknowledge product's price and its availability into marketplace to serve users in order to
remain competitive in marketplace. There are different strategies and steps to acknowledge about
consumers taste and preferences that adopted by Louis Vuitton and Gucci to serve consumers in
best possible manner.
Compare with competitors:
For an organisation to determine the consumers taste and preferences it is very much
potential to determine consumers preference, give them similar products to compare. While two
or more products offered to evaluate then each product should be completed. In context of Louis
Vuitton and Gucci they basically apply respective strategy so that they can acknowledge about
consumer taste and preferences in positive manner. The another common strategy to determine
the consumer choices is to build a consumer panel. It can be possible by hiring the market
research organisation or by doing itself. Respective panel is selected on basis of demographics
and availability of raw material in specified place in order to serve consumers in best possible
manner.
With the help of Ranking test that helps to determine the consumer preference that helps
to compare in among the three or more products as per ranks. It does not reveal about how many
consumers like their product or not. But it is very much significant for acknowledging
significance of specified product or consumer for consumers in order to serve them in better
manner. In context of Louis Vuitton and Gucci by using ranking test they can be able to
determine the most preferred products by consumers and way to enhance their desirability in to
marketplace. So it can be evaluated that assessment of consumers taste and preferences is very
4

much important for an organisation in order to gain sustainability and competitive position
within the marketplace.
RESEARCH METHODOLOGY
Research methodology is a process of data collection that helps an investigator in gathering of
qualitative or quantitative information (Flick, 2015). Under this part of dissertation some useful
methods have been included which are determined as below:
Research philosophy: It is a belief regarding the manner in which information regarding
the concept should be collection, analysed, implemented and used. There are mainly two types of
research philosophy such as positivism and interpretivisim. Within an investigation, positivism is
useful because it support researcher in collecting and analysing of quantitative information
regarding the effect of country's origin and its impact on choice of consumers in clothing market
of UK. Interpretivisim is not appropriate according to the current investigation because it need
more time and resources of researcher (Gioia, Corley and Hamilton, 2013).
Types of study: Qualitative and quantitative are two different types of study but for
conducting current study, quantitative research will be used. As it assist investigator in collection
as well as analysation of quantitative and numerical data (Green, Camilli and Elmore, 2012) . As
compare to qualitative research, quantitative study is much more useful because it save resources
and cost of an enterprise.
Research approach: This section has two approaches which are inductive and deductive.
For analysing quantitative data about the impact country's origin on choice of consumers,
deductive approach will be used. As it not take more cost, time and resources and also better
better outcomes for achieving research aim and objectives. On the other hand, inductive
approach not used for current study because it require data in qualitative for and also need more
time (Kumar, 2019).
Data collection: Primary and secondary are two methods of data collection. For
collecting primary information, questionnaire is suitable method that will be applied for
collecting reliable information regarding the current study. In order to gather secondary
information, there is need of some secondary sources which are magazines, articles, books and
so on. Therefore, both primary and secondary source of data collection will be applied within an
investigation (Mackenzie and et. al., 2012).
5

Data analysis: It is another important part of methodology as it support investigation in
analysing of data which are available in for of qualitative and quantitative. Content analysis will
be applied for analysing quantitative information regarding the outcome of country's origin over
choice of consumers. Under this tool, number of themes will be develop on each questions which
turn to support investigation in analysation of quantitative data easily (Mackey and Gass, 2015) .
Sampling: There are two types of sampling such as probability and non-probability.
Within an investigation, probability sampling will be applied as it support in selection of
respondents on random basis. By using this technique of sampling, 30 customers will be
recruited. Main purpose for using this sampling as it not require additional cost and time
(McCusker and Gunaydin, 2015).
Research instrument: There are several instruments of data collection which are
interview, case study, observation, focus group, questionnaire and many other. These are main
instruments of data collection and support researcher in gathering of data about the filed of study.
Within an investigation, questionnaire will be going to applied as it helps researcher in collecting
of reliable as well as quantitative information (Miller and et. al., 2012)
Q1) Are you aware about the product and services offered by Louis Vuitton and Gucci?
a) Yes
b) No
Q2) According to you, what is the most favourable brand that satisfy your needs?
a) Louis Vuitton
b) Gucci
c) Other
Q3) Do you have knowledge as country origin impact on customer's choice in clothing
market?
a) Yes
b) No
Q4) Does UK market has impact on customers choice towards purchasing products and
services from Louis Vuitton and Gucci?
a) Strongly agree
b) Agree
6

c) Strongly disagree
d) Disagree
Q5) What are the several elements which directly affect on consumer selection within
retail market of UK?
a) Quality of products
b) Price of products
c) Design of goods
Q6) Does the country of origin influence customers choice when they buy manufactured
goods from Louis Vuitton and Gucci?
a) Yes
b) No
Q7) In which manner, country of origin impact on customers choice in clothing market of
UK?
a) Positive
b) Negative
c) Neutral
Q8) What are the influence of country of origin on customers perception towards Louis
Vuitton and Gucci?
a) Positive perception
b) Negative perception
Q9) Does offerings of Louis Vuitton and Gucci can satisfy customers needs as per their
desire?
a) Yes
b) No
Q10) What kind of strategies adopted by Louis Vuitton and Gucci to determine the
customer choice in retail market?
a) Prominent marketing strategy
b) Giving a personal touch
c) Development of good channels and distribution
Q11) Recommended the ways by which Louis Vuitton and Gucci can easily influence
customers towards their offerings.
7

DATA ANALYSIS AND INTREPRETATION
Data sheet
Q1) Are you aware about the product and services offered by Louis
Vuitton and Gucci?
Frequency
a) Yes 20
b) No 10
Q2) According to you, what is the most favourable brand that satisfy
your needs?
Frequency
a) Louis Vuitton 15
b) Gucci 10
c) Other 5
Q3) Do you have knowledge as country origin impact on customer's
choice in clothing market?
Frequency
a) Yes 25
b) No 5
Q4) Does UK market has impact on customers choice towards
purchasing products and services from Louis Vuitton and Gucci?
Frequency
a) Strongly agree 10
b) Agree 15
c) Strongly disagree 2
d) Disagree 3
Q5) What are the several elements which directly affect on consumer
selection within retail market of UK?
Frequency
a) Quality of products 10
b) Price of products 10
c) Design of goods 10
8

Q6) Does the country of origin influence customers choice when they
buy manufactured goods from Louis Vuitton and Gucci?
Frequency
a) Yes 20
b) No 10
Q7) In which manner, country of origin impact on customers choice in
clothing market of UK?
Frequency
a) Positive 15
b) Negative 10
c) Neutral 5
Q8) What are the influence of country of origin on customers perception
towards Louis Vuitton and Gucci?
Frequency
a) Positive perception 20
b) Negative perception 10
Q9) Does offerings of Louis Vuitton and Gucci can satisfy customers
needs as per their desire?
Frequency
a) Yes 25
b) No 5
Q10) What kind of strategies adopted by Louis Vuitton and Gucci to
determine the customer choice in retail market?
Frequency
a) Prominent marketing strategy 10
b) Giving a personal touch 10
c) Development of good channels and distribution 10
Theme 1: Aware about the product and services offered by Louis Vuitton and Gucci.
Q1) Are you aware about the product and services offered by Louis
Vuitton and Gucci?
Frequency
9

a) Yes 20
b) No 10
Interpretation: From the above mentioned graph it has been evaluated that Louis Vuitton and
Gucci is famous clothing company operate their business in over the world with the aim of
generating larger profitability level. The main focus of these companies is to satisfy customers
demand by providing them best quality products as per their taste and preferences. This will
directly contributes in improving overall performance of company and its services as well. In this
regards 20 out of 30 participants are aware and have proper knowledge about the Louis Vuitton
an Gucci products because of its brand image and strong presence. With the assistance of this
firm can easily capture larger market share from its competitors. On the other side, rest of 10
respondents give their views that they are not enough aware and familiar about company
products and services.
Theme 2: Most favourable brand that satisfy your needs.
Q2) According to you, what is the most favourable brand that satisfy Frequency
10
20
10
a) Yes
b) No

your needs?
a) Louis Vuitton 15
b) Gucci 10
c) Other 5
Interpretation: In market place, various brands are there that provide quality services to large
number of customers in order to make them satisfied. As consumers are also affected by best
quality and price of the products. In this regards, Louis Vutton and Gucci are famous and popular
company that serve their best quality of clothing items to its customers in order to improve their
experience towards the company and its offerings as well. In context of this, 15 out of 30 people
think that Louis Vuitton is most favourable brands in clothing market as it provide high quality
of clothing items to large number of consumers in order to provide them higher satisfaction. On
the other side, 10 participants are said that Gucci is the best and favourable brand that ficus on
providing positive experience to its consumers in order to retain them for longer period of time.
Furthermore, rest of 5 people are favour with other brand operate in UK clothing market.
11
15
10
5
a) Louis Vuitton
b) Gucci
c) Other

Theme 3: Knowledge as country origin impact on customer's choice in clothing market.
Q3) Do you have knowledge as country origin impact on customer's
choice in clothing market?
Frequency
a) Yes 25
b) No 5
Interpretation: From the above mentioned graphical representation, it can be examined that
country origin play a significant role in affecting the customers choice in context of purchasing
products and services. In context of clothing market, origin of UK country put their significant
impact over people choice and their behaviour to buy company products. As 25 out of 30 people
aware about country origin as it directly affect the customers behaviour in context of buying
clothing products from business organization. Apart from this, rest of 5 participants give their
views that they are not aware and familiar with this statement.
Theme 4: UK market has impact on customers choice towards purchasing products and
services from Louis Vuitton and Gucci
12
25
5
a) Yes
b) No

Q4) Does UK market has impact on customers choice towards
purchasing products and services from Louis Vuitton and Gucci?
Frequency
a) Strongly agree 10
b) Agree 15
c) Strongly disagree 2
d) Disagree 3
Interpretation: Customers choice is an effective aspect that affect the overall performance of
company and its brand image. In this regards, UK market put their huge impact over the
customers taste and preferences about buying quality products and services from Louis Vuitton
and Gucci. As 10 out of people are strongly agree with this theme as they said that market of UK
direct affect the overall choice of customers. In addition of this, 15 participants are agree, 2
respondents are strongly disagree with this statement and on the other side, rest of 3 people are
disagree about this theme.
13
10
15
23
a) Strongly agree
b) Agree
c) Strongly disagree
d) Disagree

Theme 5: Several elements which directly affect on consumer selection within retail market
of UK.
Q5) What are the several elements which directly affect on consumer
selection within retail market of UK?
Frequency
a) Quality of products 10
b) Price of products 10
c) Design of goods 10
Interpretation: As per above mentioned graph it can be evaluated that there are various
elements which affect the consumers selection within the retail market of UK. 10 out of 30
people give their vies that quality of products is the main and effective element that help in
capturing customers attention towards the company and its offerings. Along with this, 10
participants are think that price of clothing products is also crucial that change the customer
behaviour and selection process within the retail market of UK. Apart from this, remaining 10
14
10
10
10
a) Quality of products
b) Price of products
c) Design of goods

respondents give their views that design is also consider as an important elements through which
customers get affected and change their customers selection in retail market of UK.
Theme 6: Country of origin influence customers choice when they buy manufactured goods
from Louis Vuitton and Gucci.
Q6) Does the country of origin influence customers choice when they
buy manufactured goods from Louis Vuitton and Gucci?
Frequency
a) Yes 20
b) No 10
Interpretation: From the above mentioned graphical representation it can be evaluated that
country of origin is refers to the country of manufacture, production or growth that includes
national laws. As it directly affect as well as influence customers choice at the time they
purchase manufactured good and services for both companies. This will positively affect the
overall performance of company and its brand image. In context of this, 20 out of 30 people give
their that customers choice is highly affected through the country of origin as it can assist in
15
20
10
a) Yes
b) No

inviting more and more customers over company offerings. On the other hand, rest of 10
participants said that it does not influence customers choice when they buy manufactured goods
from business organization.
Theme 7: Country of origin impact on customers choice in clothing market of UK
Q7) In which manner, country of origin impact on customers choice in
clothing market of UK?
Frequency
a) Positive 15
b) Negative 10
c) Neutral 5
Interpretation: As per preceding graphical presentation it has been evaluated that country of
origin is consider as an important aspect that impact over the customers choice when they buy
clothing product in UK market. As it also support in keeping customers more satisfied towards
its offering and also enhance their positive experience. In this regards, 15 out of 30 people give
their views that it put positive impact on customers by making them positive about company and
its offerings as well. In addition of this, 10 participants think that it negativity affects the
16
15
10
5
a) Positive
b) Negative
c) Neutral

customers taste and their buying behaviour as well. On the other side, 5 respondents said are
neutral with this theme because they are not much familiar with impact of country of origin on
customers choice within the clothing market of UK.
Theme 8: Influence of country of origin on customers perception towards Louis Vuitton
and Gucci
Q8) What are the influence of country of origin on customers perception
towards Louis Vuitton and Gucci?
Frequency
a) Positive perception 20
b) Negative perception 10
Interpretation: As per above mentioned graph it has been examined that country of origin put
their huge impact over the customers taste and perception towards the company and its services.
In context of this, 20 out of 30 people give their views that it put positive impact over the
customers and their perception as well. On the other side, rest of 10 participants said that it put
negative influence towards the company.
Theme 9: Offerings of Louis Vuitton and Gucci can satisfy customers needs as per their
desire
17
20
10
a) Positive perception
b) Negative perception

Q9) Does offerings of Louis Vuitton and Gucci can satisfy customers
needs as per their desire?
Frequency
a) Yes 25
b) No 5
Interpretation: From the above mentioned graph it can be evaluated that offering best quality of
services Louis Vuitton and Gucci can easily satisfy customers needs as it help them in improving
their positive experience towards the company and its quality services. In this regards, 25 out of
30 people give their views that offerings of company may easily satisfy customers needs by
giving them best quality services as per their needs and wants. Furthermore, remaining 5
participants are not agree with this theme.
Theme 10: Strategies adopted by Louis Vuitton and Gucci to determine the customer
choice in retail market
Q10) What kind of strategies adopted by Louis Vuitton and Gucci to
determine the customer choice in retail market?
Frequency
18
25
5
a) Yes
b) No

a) Prominent marketing strategy 10
b) Giving a personal touch 10
c) Development of good channels and distribution 10
Interpretation: There are various strategies which adopted by Louis Vuitton and Gucci to
effectively determine the overall choice and behaviour of customers in retail market of UK. As,
10 out of 30 participants give their views that prominent marketing strategy is consider as an
effective as it is based on the products and its uniqueness. By using this, company present unique
products that directly contributes in inviting more and more customers towards its services.
Along with this, 10 respondents think that giving personal touch is also effective through which
company that help in increasing customers loyalty towards the specific brand. This will
contributes in increasing strong customers base. On the other hand, rest of 10 people said that
development of good channels and distribution is a way by which firm can easily evaluate the
consumer choice within the retail market.
19
10
10
10
a) Prominent marketing
strategy
b) Giving a personal touch
c) Development of good
channels and distribution

RECOMMENDTION AND CONCLUSION
Recommendation
From the above mentioned research it can be recommended that it is crucial for every
business organization to analyse the customers perception before providing them any kind of
quality products. As they are highly affected through country of origin at the time of buying
company's products and services. Along with this, organization should implement Prominent
marketing strategy as it support in making unique image of company in front of consumers and
market place as well. This will directly contributes in improving overall performance of
company at market place.
Conclusion
As per mentioned research project it can be concluded that country of origin play a
significant role in changing as well as influencing customers taste and preferences towards the
clothing market. It put both positive and negative impact over the business organization and at
the same time also increase the customers base by providing best quality products and services.
20

REFLECTION AND ALTERNATIVE RESEARCH METHODOLOGY
Reflection:
I am glad that I got a chance for doing research over an interesting topic i.e. Impact of
country's origin and its affect on consumers choice in clothing market of UK. It is a main aim of
this dissertation that helped me in enhancing my skills and understanding about the brand image
of Louis Vuitton and Gucci. By doing this research I also improved my several kind of research
skills which are literature review, time management, data collection and analysation of data.
These skills helped me while I require to complete each activities of dissertation in given time
period. Along with this. For collecting and analysing data about the current study I used
questionnaire and gathered information from selected customers. As questionnaire is more useful
and valuable instrument when I need data in form of quantitative. This method also supported me
by saving my time and cost. Apart from this, by performing this investigation, I also faced
certain issues which are lack of time management, lack of resources, unethical and improper
behaviour of respondents etc. These are consider major issues that have negative impact on my
working and performance during the research. I used certain techniques and methods for
overcoming these issues in systematic manner. These are using of Gantt chart, following of
research ethics etc.
Alternative Research methodology:
This is an important part of study that helps in collection and analysation of appropriate
data about the current study. This dissertation is based on quantitative research and for gathering
quantitative information, questionnaire has been applied (Quinlan and et. al., 2019). If
researcher get another chance for doing this investigation they could use interview as an
alternative research methodology. As this method helps researcher in collecting and analysing of
qualitative information about the study. By using this instrument, researcher will require to
conduct some open-ended questions. In this, respondents are free to provide their opinion and
view regarding the topic.
21

REFERENCES
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Green, J. L., Camilli, G. and Elmore, P. B. eds., 2012. Handbook of complementary methods in
education research. Routledge.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Mackenzie, J., Tan, P. L., Hoverman, S. and Baldwin, C., 2012. The value and limitations of
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Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
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McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed
methods and choice based on the research. Perfusion. 30(7). pp.537-542.
Miller, T.,and et. al ., 2012. Ethics in qualitative research. Sage.
Quinlan, C. and et.al ., 2019. Business research methods. South Western Cengage.
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