Customer Centric Marketing Strategies for Competitive Advantage in the Fashion Industry

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Name of Student
Name of University
Author Note

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Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study.
I am indebted to my supervisor ......................... whose guidance, advice and patience
have been immeasurable. My sincere thanks to all members of the............... [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local
Education Authorities, for the time and help given throughout. Without their participation,
this research would not have been possible. In this context, I am also thankful to them, whose
research work helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or
completed! Your encouragement and support have never faltered; thank you.

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Abstract
The focus of the report is on the customer centric marketing strategy that is adopted for
attaining competitive advantage in business. The focus is on the fashion industry and the
manner in which it can develop its competence in the UK market. The aim is to ensure that
the companies belonging in the industry evaluate the factors that help in attaining a customer
centric marketing strategy. In this regard, objectives are formulated keeping in mind the aim
and the intention approach of the study. Secondary research is conducted in order to identify
the factors behind the application of customer centric marketing strategy and the application
of marketing element. Literature reviews about the concept of the topic along with the factors
that contribute in influencing the purchasing power of the customers are described. The
research methodology identifies the research techniques that are used for conducting the
research. The application of positivism philosophy, descriptive approach and descriptive
design is used for conducting the research in a proper manner. It has been from the data
analysis that customers tend to provide feedback about a particular product and based on the
feedback the purchasing power is generated. The feedback is generally related to the price
and quality of the products and services, and it is essential that the UK fashion market
industry maintain the two important factors. At the same time the combination of social
media marketing and relationship marketing strategy can help in making communication with
the customers

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Table of Contents
CHAPTER 1: INTRODUCTION..............................................................................................6
1.1 Overview of the research..................................................................................................6
1.2 Problem Statement............................................................................................................6
1.3 Research aim....................................................................................................................7
1.4 Research objectives..........................................................................................................7
1.5 Research questions...........................................................................................................7
1.6 Research rationale............................................................................................................8
1.7 Summary...........................................................................................................................9
CHAPTER 2: LITERATURE REVIEW.................................................................................10
2.1 Introduction....................................................................................................................10
2.2 Factors contributing to customer satisfaction.................................................................10
2.3 Theories related to customer satisfaction.......................................................................12
2.3.1 Assimilation theory..................................................................................................13
2.3.2 Contrast theory.........................................................................................................14
2.3.3 Assimilation-contrast theory....................................................................................14
2.3.4 Cognitive dissonance theory....................................................................................15
2.4 Factors affecting competitive advantage and sustainability...........................................16
2.5 Effective marketing strategies........................................................................................18
2.6 Theories related to marketing.........................................................................................20
2.6.1 Marketing mix..........................................................................................................21

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2.6.2 Five force analysis...................................................................................................22
2.6.3 Stakeholder mapping...............................................................................................23
2.7 Summary.........................................................................................................................24
Chapter 3: Research Methodology...........................................................................................25
3.1 Introduction....................................................................................................................25
3.2 Research philosophy.......................................................................................................25
3.2.1 Justification of the selected research philosophy........................................................25
3.3 Research design..............................................................................................................26
3.3.1 Justification of the selected research design................................................................26
3.4 Research approach..........................................................................................................26
3.4.1 Justification of the selected research approach...........................................................27
3.5 Data collection method...................................................................................................27
3.5.1 Justification of the selected data collection method....................................................28
3.6 Data collection technique...............................................................................................28
3.6.1 Justification of the selected data collection technique.............................................28
3.7 Ethical considerations.....................................................................................................29
3.8 Accessibility issues.........................................................................................................29
3.9 Summary.........................................................................................................................29
CHAPTER 4: DATA ANALYSIS...........................................................................................31
4.1 Introduction....................................................................................................................31
4.2 Thematic analysis...........................................................................................................31

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4.3 Discussion.......................................................................................................................36
4.4 Summary.........................................................................................................................40
CHAPTER 5: CONCLUSION AND RECOMMENDATION................................................41
5.1 Conclusion......................................................................................................................41
5.2 Linking with objectives.............................................................................................42
5.3 Recommendation............................................................................................................44
5.4 Future scope of the study................................................................................................45
Bibliography.............................................................................................................................46

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CHAPTER 1: INTRODUCTION
1.1 Overview of the research
The research focuses on the evaluation and effectiveness of customer centric
marketing strategies that are used by organisations. The reason for focusing on this particular
topic is that it can help in identifying the methods that are adopted to retain the loyalty of the
customers and the factors that affect the purchasing behaviour of the customers. For the
purpose of the research, the researcher has chosen to focus on the marketing strategies used
by fashion industries in order to attract customers towards their product. The research
conducted provides an overview of the mentality of the customers and the manner in which
organisations can gain competitive advantage in the market. At the same time, Blut et al.
(2015) stated that customer centric marketing strategy also helps in attaining the competitive
development of an organisation and ensures that composition and culture of the organisations
are maintained with the help of this particular strategy. Therefore it is necessary to
understand the development of the strategies that are required for maintaining a customer
centric approach so that organisations can develop a competitive advantage in the market.
1.2 Problem Statement
Customer satisfaction is an important aspect that can be considered as an important
development factor for an organisation. The problem with the research is that it helps in
identifying the effectiveness of customer centric marketing that is used by organisation s to
gain competitive advantage. As stated by Hill and Brierley (2017) in the modern world it is
important for every organisation to ensure that customer satisfaction is maintained. The
activities that are needed to be taken by an organisation in order to maintain the customer
centric approach is analysed in the research as a part of the problem that helps in the
development of competitive advantage. For the particular reason it is necessary that proper

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application of marketing strategies is obtained so that every company can understand the
needs and wants of the customers (Hill and Brierley 2017). The manner in which competitive
advantage and sustainability of the company is attained is one of the main factors that need to
be discussed.
1.3 Research aim
The aim of the research is to evaluate the customer centric marketing strategies that
are used by firms for attaining competitive advantage. The research assesses the manner in
which the various organisations across the UK fashion industry conduct customer centric
strategies to gain competitive advantage.
1.4 Research objectives
The objectives of a research help it to develop an interest while conducting the topic.
The research objective for this particular research can be stated as:
 To evaluate the factors that help in determining the manner in which customers
perceive their purchases
 To evaluate the customer centric marketing strategies that can help in attaining
sustainability and gain a competitive advantage in the market
 To analyse the manner in which fashion industries implement the customer centric
marketing strategy to gain competitive advantage
 To recommend ways to improve the marketing strategies
1.5 Research questions
The questions of a research provide an alignment with its objective. The research
questions for this particular research can be stated as: