Impact of Celebrity Endorsement on Consumer Buying Behaviour in UK Fashion Sector
Added on 2022-12-27
46 Pages14624 Words55 Views
Business DevelopmentMarketingVisual ArtsData Science and Big DataHigher EducationLanguages and CulturePhilosophy
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Dissertation
ABSTRACT
The main aim of this study is to explore the impact of celebrity endorsement over the
consumer buying behaviour within fashion industry. This research study is focussed on
discovering the opinion of the UK customers about the celebrity endorsement through the way of
analysing the key concept behind the celebrity endorsement pertaining to the consumer buying
intentions. In this research, a review of the literature on the present topic is conducted which
provides a clear perspective on the relevance of the topic. The data has been collected from the
30 customers of M&S with the help of the structured questionnaire through which it has been
found out that there are various and differentiating factors which results in impacting the
consumers buying intention and behaviour in respect to the celebrity endorsement. Based on
which certain actions are recommended for effectively achieving the desired objectives through
celebrity endorsement and overcoming the challenges.
The main aim of this study is to explore the impact of celebrity endorsement over the
consumer buying behaviour within fashion industry. This research study is focussed on
discovering the opinion of the UK customers about the celebrity endorsement through the way of
analysing the key concept behind the celebrity endorsement pertaining to the consumer buying
intentions. In this research, a review of the literature on the present topic is conducted which
provides a clear perspective on the relevance of the topic. The data has been collected from the
30 customers of M&S with the help of the structured questionnaire through which it has been
found out that there are various and differentiating factors which results in impacting the
consumers buying intention and behaviour in respect to the celebrity endorsement. Based on
which certain actions are recommended for effectively achieving the desired objectives through
celebrity endorsement and overcoming the challenges.
TABLE OF CONTENTS
ABSTRACT....................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background............................................................................................................................1
1.2 Aims and objectives...............................................................................................................2
1.3 Research Questions................................................................................................................2
1.4 Rationale................................................................................................................................2
1.5 Scope and Significance..........................................................................................................3
Problem statement of research.....................................................................................................3
1.6 Dissertation structure.............................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
2.1 Introduction............................................................................................................................6
2.2 Concept of celebrity endorsement.........................................................................................6
2.3 Factor having influence on the consumer buying behaviour within fashion industry...........8
2.4 Extent of celebrity endorsement on influencing customer buying behaviour.....................10
2.5 Conclusion...........................................................................................................................13
CHAPTER- 3 RESEARCH METHODOLOGY...........................................................................14
3.1 Introduction..........................................................................................................................14
3.2 Research Type.....................................................................................................................14
3.3 Research Approach..............................................................................................................14
3.4 Research Philosophy............................................................................................................15
3.5 Data Collection....................................................................................................................15
3.6 Sampling..............................................................................................................................15
3.7 Data Analysis.......................................................................................................................16
3.8 Reliability and validity........................................................................................................16
3.9 Research limitation..............................................................................................................16
3.10 Ethical consideration.........................................................................................................17
3.11 Chapter Summary..............................................................................................................17
CHAPTER 4: RESULT AND DISCUSSION...............................................................................18
4.1 Introduction..........................................................................................................................18
ABSTRACT....................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background............................................................................................................................1
1.2 Aims and objectives...............................................................................................................2
1.3 Research Questions................................................................................................................2
1.4 Rationale................................................................................................................................2
1.5 Scope and Significance..........................................................................................................3
Problem statement of research.....................................................................................................3
1.6 Dissertation structure.............................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
2.1 Introduction............................................................................................................................6
2.2 Concept of celebrity endorsement.........................................................................................6
2.3 Factor having influence on the consumer buying behaviour within fashion industry...........8
2.4 Extent of celebrity endorsement on influencing customer buying behaviour.....................10
2.5 Conclusion...........................................................................................................................13
CHAPTER- 3 RESEARCH METHODOLOGY...........................................................................14
3.1 Introduction..........................................................................................................................14
3.2 Research Type.....................................................................................................................14
3.3 Research Approach..............................................................................................................14
3.4 Research Philosophy............................................................................................................15
3.5 Data Collection....................................................................................................................15
3.6 Sampling..............................................................................................................................15
3.7 Data Analysis.......................................................................................................................16
3.8 Reliability and validity........................................................................................................16
3.9 Research limitation..............................................................................................................16
3.10 Ethical consideration.........................................................................................................17
3.11 Chapter Summary..............................................................................................................17
CHAPTER 4: RESULT AND DISCUSSION...............................................................................18
4.1 Introduction..........................................................................................................................18
4.2. Findings and Analysis.........................................................................................................18
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................32
5.1 Introduction..........................................................................................................................32
5.2 Realisation of Research Aim and Objectives......................................................................32
5.3 Conclusion...........................................................................................................................32
5.4 Problems/Limitations...........................................................................................................33
5.5 Recommendations................................................................................................................33
REFERENCES..............................................................................................................................35
APPENDIX....................................................................................................................................38
Questionnaire\............................................................................................................................38
Research Ethics Checklist – Undergraduate Students...................................................................39
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................32
5.1 Introduction..........................................................................................................................32
5.2 Realisation of Research Aim and Objectives......................................................................32
5.3 Conclusion...........................................................................................................................32
5.4 Problems/Limitations...........................................................................................................33
5.5 Recommendations................................................................................................................33
REFERENCES..............................................................................................................................35
APPENDIX....................................................................................................................................38
Questionnaire\............................................................................................................................38
Research Ethics Checklist – Undergraduate Students...................................................................39
Title: To analyse the impact of celebrity endorsement on consumer buying behaviour in UK
fashion sector. A study on Marks & Spencer
CHAPTER 1: INTRODUCTION
1.1 Background
In the modern days, it is considered to be crucial for carrying out celebrity endorsement
for the purpose of promoting the products and services. The celebrity endorsement accounts for
the marketing strategy whose main aim is to use one or more celebrities in order to advertise a
specific product or service. There is rise in implementation of celebrity endorsement in regard to
the promotion of the product and services of the organization (Priyankara and et.al., 2017). The
primary objective pertaining to the use of this strategy is to reach the greater audience which is
represented by the celebrity's fan base. In the similar way, the present study assists in getting an
understanding about the celebrity endorsement as the marketing strategy. It is the concept in
which the firm coordinates with the factors having potential to impact the consumers purchase
decision. This results into enhancing the brand name and positioning of the company in the
market. Thus, with the help of celebrity endorsement the organization can increase its revenue
and attract large group of customers towards it.
In this study, Marks and Spencer Group plc (M&S) is taken as an organization which is a
major British MNC in fashion and retail industry. The company was founded in the year 1884
by Michael Marks and Thomas Spencer (ABOUT US. 2021). The company is headquartered in
London, UK. As of now, the organization is having approximately 959 stores all across UK out
of which 615 stores only sell food products. The revenue of the company in 2020 was £10,181.9
mn with number of employees to be 80,000. It operates in the food, clothing and home products
line where specialized products pertaining to high quality are sold to its target market. Over the
recent years it has been spreading its business across various geographical boundaries where
they capitalize on the availability of the resources or the cheap labour. It has adopted aggressive
marketing strategies that are used to establish and positively publicize its brand image which
ultimately boosts the profitability of the company.
The present research uses both primary and secondary data collection methods for the
purpose of generating valid results which helps in meeting with the stated aim and objectives.
Along with that, with the help research approaches, the researcher tries to present the research
study in an effective and efficient way which helps in answering the research questions.
1
fashion sector. A study on Marks & Spencer
CHAPTER 1: INTRODUCTION
1.1 Background
In the modern days, it is considered to be crucial for carrying out celebrity endorsement
for the purpose of promoting the products and services. The celebrity endorsement accounts for
the marketing strategy whose main aim is to use one or more celebrities in order to advertise a
specific product or service. There is rise in implementation of celebrity endorsement in regard to
the promotion of the product and services of the organization (Priyankara and et.al., 2017). The
primary objective pertaining to the use of this strategy is to reach the greater audience which is
represented by the celebrity's fan base. In the similar way, the present study assists in getting an
understanding about the celebrity endorsement as the marketing strategy. It is the concept in
which the firm coordinates with the factors having potential to impact the consumers purchase
decision. This results into enhancing the brand name and positioning of the company in the
market. Thus, with the help of celebrity endorsement the organization can increase its revenue
and attract large group of customers towards it.
In this study, Marks and Spencer Group plc (M&S) is taken as an organization which is a
major British MNC in fashion and retail industry. The company was founded in the year 1884
by Michael Marks and Thomas Spencer (ABOUT US. 2021). The company is headquartered in
London, UK. As of now, the organization is having approximately 959 stores all across UK out
of which 615 stores only sell food products. The revenue of the company in 2020 was £10,181.9
mn with number of employees to be 80,000. It operates in the food, clothing and home products
line where specialized products pertaining to high quality are sold to its target market. Over the
recent years it has been spreading its business across various geographical boundaries where
they capitalize on the availability of the resources or the cheap labour. It has adopted aggressive
marketing strategies that are used to establish and positively publicize its brand image which
ultimately boosts the profitability of the company.
The present research uses both primary and secondary data collection methods for the
purpose of generating valid results which helps in meeting with the stated aim and objectives.
Along with that, with the help research approaches, the researcher tries to present the research
study in an effective and efficient way which helps in answering the research questions.
1
1.2 Aims and objectives
Aim:
The aim of the study is to analyse the impact of celebrity endorsement on customer
buying behaviour with regard to M&S.
Objectives:
To understand the concept of celebrity endorsement.
To identify factors that impact consumer buying behaviour within UK fashion sector.
To assess the extent to which celebrity endorsement affects buying behaviour of M&S
customers.
To recommend effectual strategies to M&S regarding sales enhancement through
celebrity endorsement.
1.3 Research Questions
1. What do you understand by celebrity endorsement?
2. What are the factors having impact over the consumer buying behaviour in UK fashion
sector?
3. What is the extent to which celebrity endorsement affects the buying behaviour of
customers?
4. What are the various strategies through which the organization can enhance its sales
through celebrity endorsement?
1.4 Rationale
The rationale behind the selection of this topic is that there has been increase in
competition in the UK fashion industry and in order to grab the large audience, the use of
celebrity endorsement as the marketing strategy is highly used. With the implementation of this
strategy will result into effectively building up the positive brand image of the company. This
will result into enhancement in the financial growth and performance of the company.
Therefore, study on this topic will help in effectively analysing the relevance of celebrity
endorsement to the company along with the factor impact the effectiveness of it pertaining
consumer buying behaviour. Apart from this, to maintaining the long-lasting brand image in the
mind of consumers, it becomes essential for the firm to introduce an attractive marketing method
which in turn leads to increasing the profits of the company. In the current era with the increase
in the level of competition the celebrity endorsements prove to be essential for the company to
2
Aim:
The aim of the study is to analyse the impact of celebrity endorsement on customer
buying behaviour with regard to M&S.
Objectives:
To understand the concept of celebrity endorsement.
To identify factors that impact consumer buying behaviour within UK fashion sector.
To assess the extent to which celebrity endorsement affects buying behaviour of M&S
customers.
To recommend effectual strategies to M&S regarding sales enhancement through
celebrity endorsement.
1.3 Research Questions
1. What do you understand by celebrity endorsement?
2. What are the factors having impact over the consumer buying behaviour in UK fashion
sector?
3. What is the extent to which celebrity endorsement affects the buying behaviour of
customers?
4. What are the various strategies through which the organization can enhance its sales
through celebrity endorsement?
1.4 Rationale
The rationale behind the selection of this topic is that there has been increase in
competition in the UK fashion industry and in order to grab the large audience, the use of
celebrity endorsement as the marketing strategy is highly used. With the implementation of this
strategy will result into effectively building up the positive brand image of the company. This
will result into enhancement in the financial growth and performance of the company.
Therefore, study on this topic will help in effectively analysing the relevance of celebrity
endorsement to the company along with the factor impact the effectiveness of it pertaining
consumer buying behaviour. Apart from this, to maintaining the long-lasting brand image in the
mind of consumers, it becomes essential for the firm to introduce an attractive marketing method
which in turn leads to increasing the profits of the company. In the current era with the increase
in the level of competition the celebrity endorsements prove to be essential for the company to
2
attract larger proportion of the market share and thereby boost their profitability through
competitive advantage. Also, with the changing taste and preferences and to introduce new
products in the new market, the company needs aggressive marketing strategies which derive
brand equity by the corresponding image of the celebrity. With the evolution of the celebrity
culture, the research problem becomes highly impactful for the businesses and their future
growth prospects. They can incorporate the significance of the celebrity endorsement in their
marketing plan to achieve brand value in the market.
1.5 Scope and Significance
This study is having wider scope as it will help the other researchers who are carrying
out the similar research in a far better way with more reliable and accurate outcome. The past
researches can prove to be a source of secondary data that the current scholar can refer and
derive the findings and conclusion in respect of the research problem. This data can be helpful in
conducting the investigation timely and efficiently within the prescribed budget constraints. In
addition to this, it will help the companies within the fashion industry to consider the use of
celebrity endorsement in their marketing and promotional activities and how it influences the
customer buying behaviour. The competitors within the industry can refer to the study and apply
similar marketing strategies to realize the effect of such celebrity endorsement on the revenues
and growth of the company. This shall also help them generate the edge over competitors in the
fashion business. Along with that, the study is based M&S so it examines the factors which in
turn affect the operations while implementing celebrity endorsement and identify the solution for
enhancing the sales. Thus, the relevance of conducting the study on this topic clearly reflects the
effect of celebrity endorsement upon customers.
Problem statement of research
The current study involves the research problem related to the impact of celebrity
endorsement on the customer buying behaviour of Mark and Spencer Company. The solving of
the problem shall be suggesting regarding the extent of profitability and future growth prospects
that the company is able to derive through involving celebrities in the marketing plan. The
investigations are based on the major determinants or the factors that are responsible for the
influence that is caused on the consumer buying behaviour. It has been analysed by the
responses of the various customers regarding the major drivers to the performance of the
company and further the effective strategies that must be applied in order to gain benefit from
3
competitive advantage. Also, with the changing taste and preferences and to introduce new
products in the new market, the company needs aggressive marketing strategies which derive
brand equity by the corresponding image of the celebrity. With the evolution of the celebrity
culture, the research problem becomes highly impactful for the businesses and their future
growth prospects. They can incorporate the significance of the celebrity endorsement in their
marketing plan to achieve brand value in the market.
1.5 Scope and Significance
This study is having wider scope as it will help the other researchers who are carrying
out the similar research in a far better way with more reliable and accurate outcome. The past
researches can prove to be a source of secondary data that the current scholar can refer and
derive the findings and conclusion in respect of the research problem. This data can be helpful in
conducting the investigation timely and efficiently within the prescribed budget constraints. In
addition to this, it will help the companies within the fashion industry to consider the use of
celebrity endorsement in their marketing and promotional activities and how it influences the
customer buying behaviour. The competitors within the industry can refer to the study and apply
similar marketing strategies to realize the effect of such celebrity endorsement on the revenues
and growth of the company. This shall also help them generate the edge over competitors in the
fashion business. Along with that, the study is based M&S so it examines the factors which in
turn affect the operations while implementing celebrity endorsement and identify the solution for
enhancing the sales. Thus, the relevance of conducting the study on this topic clearly reflects the
effect of celebrity endorsement upon customers.
Problem statement of research
The current study involves the research problem related to the impact of celebrity
endorsement on the customer buying behaviour of Mark and Spencer Company. The solving of
the problem shall be suggesting regarding the extent of profitability and future growth prospects
that the company is able to derive through involving celebrities in the marketing plan. The
investigations are based on the major determinants or the factors that are responsible for the
influence that is caused on the consumer buying behaviour. It has been analysed by the
responses of the various customers regarding the major drivers to the performance of the
company and further the effective strategies that must be applied in order to gain benefit from
3
the celebrities who are the brand ambassador of the company. The findings that are derived from
the research problem shall be used for proving the hypothesis and concluding the study.
1.6 Dissertation structure
Chapter 1: Introduction
This is the first chapter which incorporates an overview of the study and along with this,
it highlights the aim, objectives and the research questions pertaining to the study which is to be
addressed by the scholar in the research. It includes the statement of problem that is to be solved
by addressing the various research questions. In addition to this, the researcher also states the
rationale behind this topic and scope and significance of the same.
Chapter 2: Literature review
The literature review is the second chapter which is the most important part in research
as in this the researcher critically evaluates the topic by taking into consideration books, articles,
and journals. In this research is done on secondary basis in which the resources already
published by the other researchers are utilized for answering the research questions. The past
studies assist the researcher in deriving the findings and conclusion to the research problems
with maximum accuracy and reliability of data.
Chapter 3: Research Methodology
This chapter describes the research methods and approaches which is being used by the
research for the purpose of effectively and accurately conducting the study. This results into
answering the problem in a better way. It shall determine the method which is used for analysing
the data and drawing conclusions from it.
Chapter 4: Result and discussion
Under this chapter, the data derived through the primary research is collected and
analysed. It involves graphical or tabular representation of the responses or outcomes for clearly
depicting the end results. Also, findings are supported by literature review for providing accurate
results based upon which the conclusion is drawn.
Chapter 5: Conclusion & Recommendations
This is the final chapter of dissertation which provides a summary of the end result or
outcome which is being derived from that and help stated about whether the stated aim and
objectives is being achieved or not. Along with that, it defines the various strategies or the ways
4
the research problem shall be used for proving the hypothesis and concluding the study.
1.6 Dissertation structure
Chapter 1: Introduction
This is the first chapter which incorporates an overview of the study and along with this,
it highlights the aim, objectives and the research questions pertaining to the study which is to be
addressed by the scholar in the research. It includes the statement of problem that is to be solved
by addressing the various research questions. In addition to this, the researcher also states the
rationale behind this topic and scope and significance of the same.
Chapter 2: Literature review
The literature review is the second chapter which is the most important part in research
as in this the researcher critically evaluates the topic by taking into consideration books, articles,
and journals. In this research is done on secondary basis in which the resources already
published by the other researchers are utilized for answering the research questions. The past
studies assist the researcher in deriving the findings and conclusion to the research problems
with maximum accuracy and reliability of data.
Chapter 3: Research Methodology
This chapter describes the research methods and approaches which is being used by the
research for the purpose of effectively and accurately conducting the study. This results into
answering the problem in a better way. It shall determine the method which is used for analysing
the data and drawing conclusions from it.
Chapter 4: Result and discussion
Under this chapter, the data derived through the primary research is collected and
analysed. It involves graphical or tabular representation of the responses or outcomes for clearly
depicting the end results. Also, findings are supported by literature review for providing accurate
results based upon which the conclusion is drawn.
Chapter 5: Conclusion & Recommendations
This is the final chapter of dissertation which provides a summary of the end result or
outcome which is being derived from that and help stated about whether the stated aim and
objectives is being achieved or not. Along with that, it defines the various strategies or the ways
4
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