Impact of COVID-19 on Customer Preferences in Retail Industry: A Case Study of Marks and Spencer

This research project evaluates the impact of COVID-19 on changing taste and preference of customers in the retail industry, with a focus on Marks and Spencer. The study aims to analyze the influence of COVID-19 on consumer taste and preferences by evaluating the relation of pandemic and customer purchasing cycle, identifying the various methods used by M&S to attract the audience, analyzing the effect of COVID-19 on the customer needs and demands of Marks and Spencer, and recommending the best solution to the company pertaining to challenges faced by them.

Research Project

Table of Contents
Background..................................................................................................................................3
Rationale......................................................................................................................................3
Literature review..........................................................................................................................4
Research Methodologies..............................................................................................................5
REFERENCES................................................................................................................................1

Title: To evaluate the impact of COVID – 19 on changing taste and preference of customer in
retail industry. A study on Marks and Spencer’s.
Background
Business is dynamic in nature and it changing from day to day due to some external factor. So
company has to come up with advance technology and innovative idea so that it can sustain in
the changing environment. In addition to this, COVID- 19 has change the way of doing the
business and it has affected the growth of the organization as the taste and preferences of
customer has been changed (Basu and Bose, 2020). Moreover, the present study will help in
shading the light on the various method which can be used by organization in order to attract
their customer as well as to keep them satisfy. The present report is based on Marks and Spencer
(M&S) which is one of the famous British retail sector that deals in Clothing, food and home
products. The study will focus on the effect of pandemic on the customer changing taste and
preferences.
Aim: To analysis the influence of COVID- 19 on consumer taste and preferences by focusing on
the case of Marks and Spencer’s.
Objective:
 To evaluate the relation of pandemic and customer purchasing cycle.
 To identify the various method used by M&S to attract audience.
 To analysis the effect of COVID -19 on the customer needs and demands of Marks and
Spencer.
 To recommend the best solution to company pertaining to challenges faced by them.
Rationale
The research focus on analysis the impact of the COVID- 19 on the changing taste of customer
within the retail sector by concentrating on the consumer buying cycle. Along with this, audience
are the key source in the company which helps in increasing the overall growth as well as
contribute in the success (Filimonau, Beer and Ermolaev, 2021). One of the best reason to carry
out this research is to have better understanding about the customer needs and wants and the way

it changes with the dynamic business environment. Another reason for conducting this research
is to analyse the various method which has been used by M&S in order to keep their customer
satisfied. Although this research will help other scholar as it can make use of it as evidence in
their study. Also, this research will help investigator in increasing their knowledge about the
importance of customer in success of company.
Literature review
Theme 1: To evaluate the relation of pandemic and customer purchasing cycle.
According to Bakar and Rosbi, (2020) customer buying cycle is defining as process in which
consumer go through various stages before buying the product. Although it important for the
company to understand this as it allow in making powerful marketing decisions. Also its
relevant to content as it offers various opportunity to organization to know about the taste and
preferences of the customer that leads in making product and services for them. In addition to
this, Risso, Drayna and Morini, (2020) has argued that there has been negative impact of
pandemic on the customer purchasing cycle and company has to come up with the innovative
ideas to deal with it. The relation between both is negative as public went to irrational emotions
like depression and anxiety as negative impact has been transmitted in society through media
report. In addition to this, due to pandemic many people have lost their job and this was the main
reason for their change in their taste. Moreover, the customer has shifted to buy healthy food
products and for small business as it was easy to get and in lower price.
Theme 2: To identify the various method used by M&S to attract audience.
Trachootham and et.al., (2021) has define that during pandemic business has been pushed to
move online and customer has also shifted to buy product through digital way due to fear of
virus. Along with this, company has also creating campaigns to attract new buyer as well as
retaining old consumer that stayed with business in long run. Moreover, Lombardo and et.al.,
(2021) has stated that it is important for the organization to move online in order to sustain in the
market areas. M&S has adopted the strategy making use of Social sites like Instagram for
sharing their content. The company is targeting younger people that are interested in fashion and
food. Although Parsa and et.al., (2021) has argued that old customer now days do not make use
of Instagram as compare to Millennials and Gen Z so focusing on them will be very beneficial
for them. In addition to this, one of the most common strategy used by M&S for attracting

audience is through sharing content by Instagram stories. Which allow retailer to post temporary
photos and video to gain more attention and promote limited sales.
Them 3: To analysis the effect of COVID -19 on the customer needs and demands of Marks
and Spencer.
Vig and Agarwal, (2021) has stated that due to pandemic there has been immense change in taste
and preferences of customer. They are focusing on the most basic needs like sending demand for
hygiene, cleaning and staples product. Although non- essential things have been avoided by the
customer. However, in the time of pandemic local business has been given boost by the
government and this have affected growth of famous brand as customer are buying from local
retailers and small business. Zhang and et.al., (2021) defined that digital marketing has also seen
a boost as new consumer are preferring this compare to traditional method. The pandemic has
been pushed out of their normal routine as many anticipated for continue in the long run. The
organization is only focusing on heathy strategy to support their lifestyle as well as there has
been limit set for food wastage and more sustainable options. In addition to this, there has been
desire for locally sourced product which has affected the growth of the company.
Research Methodologies
Research Type: It has been divided into two part such as qualitative and quantitate. The present
research will be making use of qualitative method in order to find relevant theories and
framework related to it. Along with this, main motive behind adopting this is to make the
research data more accurate and authentic. However, the quantitative type has not been chosen as
topic do not deal with facts and figures and that is why qualitative has been adopted.
Research Approach: There are two types of approach such as inductive and deductive. In the
current study inductive method will be adopted in order to find details regarding the change in
the customer taste and preference (Bakar and Rosbi, 2020). This method will help in making the
quantitative study more authentic as well as question to the research can be answered
effectively.
Research Philosophy: It has been divided into two ways such as interpretivism and positivism.
In this research scholar will make use of interpretivism approach as it will contribute in
analysing the key elements related to study as well as dealing with the qualitative data
accurately.

Data collection: This is known as method of collecting the information through various sources.
There are two methods such as primary and secondary. In the current research investigator will
be making use of both the approaches of collecting data so that relevant data can be gathered.
For the primary data the researcher will conduct the survey of 30 mangers of Marks and
Spencer through questionnaire format (Zhang and et.al., 2021). Along with this, for the
secondary data the investigator will be collecting information though books and journals as well
as articles related to change in customer purchasing cycle due to pandemic.
Sampling: It has been distinguishing into part such as probabilistic and non- problastic. In the
study the researcher will be adopting for simple random method under probablistc approach. In
this 30 manager of Marks and Spencer will be selected for the survey in order to gather their
views pertaining to change in the customer taste and preference (Parsa and et.al., 2021).
Data analysis: In order to evaluate the gathered data from primary research data analysis has
been used. The data will be presented using SPSS and themes format. In the current study
thematic approach in which different themes, chart will be selected to interrupt the finding and
the qualitative data.
Reliability and validity: For making the research reliable data need to be collected through
authentic source and it is one of the crucial part of research (Risso, Drayna and Morini, 2020).
For making the research more effective scholar has adopted for collecting the data through
articles published in year 2017. This will help in maintaining the creditability of the study and
for validity aspect copyright protected sources will be used for maintaining the information
authentic.
Ethical consideration:
For maintaining the research without any flaws it is important for researcher to make use of
ethical consideration. Along with this, in the current research ethical values are followed in the
survey a there will be no question related to any moral issues will be asked. All the participant
will be treated fairly (Basu and Bose, 2020). In addition to this, personal data of the participant
of the research will be protected by compiling with data protection act.

REFERENCES
Books and journals
Bakar, N. A. and Rosbi, S., 2020. Effect of Coronavirus disease (COVID-19) to tourism
industry. International Journal of Advanced Engineering Research and Science. 7(4). pp.189-
193.
Basu, S. and Bose, A., 2020. Effect of Celebrity Endorsements & Nepotism during this
Covid-19 Pandemic Situation—A transformational Layout. International Journal of Scientific
Research and Engineering Development. 3. pp.860-68.
Filimonau, V., Beer, S. and Ermolaev, V. A., 2021. The COVID-19 pandemic and food
consumption at home and away: An exploratory study of English households. Socio-
Economic Planning Sciences, p.101125.
Lombardo, M. and et.al., 2021. Changes in Eating Habits and Physical Activity after
COVID-19 Pandemic Lockdowns in Italy. Nutrients. 13(12). p.4522.
Parsa, S. and et.al., 2021. COVID-19 as a worldwide selective event and bitter taste receptor
polymorphisms: An ecological correlational study. International journal of biological
macromolecules. 177. pp.204-210.
Risso, D., Drayna, D. and Morini, G., 2020. Alteration, reduction and taste loss: main causes
and potential implications on dietary habits. Nutrients. 12(11). p.3284.
Trachootham, D. and et.al., 2021. Simultaneously complete but not partial taste and smell
losses were associated with SARS-CoV-2 infection. International Journal of Infectious
Diseases. 106. pp.329-337.
Vig, S. and Agarwal, R.N., 2021. Repercussions of COVID‐19 on small restaurant
entrepreneurs: The Indian context. Strategic Change. 30(2). pp.145-152.
Zhang, C. and et.al., 2021. The impact of COVID-19 on consumers’ psychological behavior
based on data mining for online user comments in the catering industry in
China. International Journal of Environmental Research and Public Health. 18(8). p.4178.
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