Anglia Ruskin University Research Project

This document outlines the details of a research project conducted at Anglia Ruskin University. It explains the participation process, emphasizing confidentiality and data security measures. Participants are informed about their rights, including the option to withdraw at any time. The document also clarifies how collected information will be handled and stored throughout the research phase and afterward.

Dissertation-
The influence of advertising on
consumer behaviour- a case
study of Nike, UK.

ACKNOWLEDGEMENT
The present dissertation is crucial reflection of the efforts being made by different
individuals and thus it is my responsibility to pay humble gratitude for the time and efforts given
by my mentor in order to accomplish the research. I would also like to thank all mighty, friends
and relatives who gave me support and guidance whenever required while completing the
dissertation. At last, I would like to thank my parents who supported me throughout my study so
that best results can be attained.

Abstract
In the present study it assesses that at the time of marketing the product, advertising is
considered as crucial because of high competition in market that also offers similar product or
services. However, it intends to encourage short term consumer behaviour as well as spreading
awareness of the brand and influencing consumers attitude. In order to develop a good
advertisement, different modes of communication are used. For instance, use of different
channels such as television, radios, internet, newspapers, billboard and banners. Such mode of
communication are considered as the best way of reaching mass audience to influence buying
behaviour of clients. Thus, it is the best way of advertising the products or services used by
firms.
However, it has also been evaluated that marketing team to consider different cultural
factors so that taste and preference of consumers can be identified in relation to enhance the
business performance. Nike should adopt effective advertising strategies in relation to influence
consumer buying behaviour and thus enhance sales and profitability. Further, it can be identified
that company focuses upon building brand image and trust among consumers so that it could
enhance sales and profitability. However, firm also needs to provide quality assurance in order to
make sure that whatever goes to the advertisements coincides with the quality of the products.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Title...................................................................................................................................1
1.2 Overview of study............................................................................................................1
1.3 Aims and objectives.........................................................................................................3
1.4 Research questions...........................................................................................................4
1.5 Relevance of study...........................................................................................................4
1.6 Framework and analysis...................................................................................................4
1.7 Dissertation structure........................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 Introduction......................................................................................................................7
2.2 Key factors affecting consumer behaviour.......................................................................7
2.3 Determining the link between advertising and consumer behaviour.............................10
2.4 Recommend ways through to develop better advertisement strategies for influencing
consumer behaviour..............................................................................................................12
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................14
3.1 Introduction....................................................................................................................14
3.2 Research philosophy.......................................................................................................14
3.3 Research approach..........................................................................................................14
3.4 Research design..............................................................................................................15
3.5 Data collection................................................................................................................15
3.6 Sampling.........................................................................................................................16
3.7 Data analysis...................................................................................................................16
3.8 Research limitations.......................................................................................................17
3.9 Accessibility issues.........................................................................................................18
3.10 Ethical consideration....................................................................................................18
CHPATER 4: DATA ANALYSIS................................................................................................19
4.1 Introduction ...................................................................................................................19
4.2 Data analysis- Questionnaire .........................................................................................19
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................33

5.1 Introduction....................................................................................................................33
5.2 Conclusion......................................................................................................................33
5.3 Recommendation............................................................................................................34
REFLECTIVE................................................................................................................................36
REFERENCES..............................................................................................................................37
APPENDIX....................................................................................................................................40
Consent form..................................................................................................................................42
Participant Information Form........................................................................................................44
Section A: The Research Project....................................................................................44
Section B: Your Participation in the Research Project...................................................45

CHAPTER 1: INTRODUCTION
1.1 Title
“To determine the influence of advertising on consumer behaviour”- a case study on
Nike, UK.
1.2 Overview of study
In the current era of globalisation, advertisement plays a crucial role in the growth and
success of firm. Advertisement is considered as the mode of promoting the product to the
potential consumers. However, it helps in describing the product's quality and expected results
after purchasing the products by consumers. Hence, it is therefore, considered as the big pool
used buy firms to sell their products (Solomon, 2014). At the time of marketing the product,
advertising is considered as crucial because of high competition in market that also offers similar
product or services. However, it intends to encourage short term consumer behaviour as well as
spreading awareness of the brand and influencing consumers attitude. In order to develop a good
advertisement, different modes of communication are used. For instance, use of different
channels such as television, radios, internet, newspapers, billboard and banners. Such mode of
communication are considered as the best way of reaching mass audience to influence buying
behaviour of clients. Thus, it is the best way of advertising the products or services used by firms
(Solomon, Russell-Bennett and Previte, 2012).
Further, it is essential for businesses to implement effective advertising strategy so that
they can survive their product for long run in market. Thus, it helps firm to establish brand
loyalty among consumers and thus reach potential consumers over time. In the current era, it
results into rising of so many similar products by different firms which leads to a higher supply
of product than its demand (Smith, 2014). Therefore, in such type of situation, advertising the
product is inevitable and failure to do so affects the firm which leads to low profits or minimum
sale. Here, advertisement is considered as a pillar to enhance sales and profitability of firm in
market. Through such way firm persuades a consumer to make crucial decisions regarding
whether to purchase the product or not. Advertisement is considered as the tool of promotion and
maintaining public relation (Gunter and Furnham, 2014).
The present study aims to investigate how advertisement influences consumer behaviour
towards obtaining right product in market. Research is undertaken focusing upon Nike Company
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UK. It is one of the major sports brands in the world. Business aims to influence consumer
behaviour by offering them quality products or services. Nike is a renowned brand for designing,
development, manufacturing and marketing of footwear, apparel and other sport products. Nike
advertises their products on television, newspapers and internet influencing buyers to make
purchase decision (Schiffman and et. al., 2013). Firm also maximizes upon any opportunities
arise as well as other sources regarding launch of new products in market. Furthermore, company
has greatly contributed towards their consumer proposition and helps in winning over different
market players. Research also aims at identifying the major elements influencing buying
behaviour of consumers. It involves different elements based upon personal attitudes i.e. age,
family, personality, social status, cultural belief, motivation etc. Further, study also aims to
determine the connection between advertising and consumer behaviour of Nike. However,
advertising using visual images provides consumers a sense of need for given product and thus
influences buyers to make purchase decision (Foxall, 2014). At the end, study aims to
recommend the strategies that Nike could employ to improve the mode of advertising that
influences consumer behaviour.
In the modern days, advertisement plays a major role in the growth of the company. It is
a mode of promoting a product to the potential consumers. It describes a product's quality and
the expected outcomes after buying it to consumers. It is, therefore, a big tool used by
companies to sell their commodities. In marketing a product, advertising is crucial due to high
competition with other similar items, which offer the same taste and service. It intends to
motivate short-term consumer behaviour as well as spreading awareness of a brand and
influencing consumer’s attitude. In achieving a good advertisement, various modes of
communication are used. For example, use of mass media television and radios, internet,
newspapers, billboard, and banners. These modes of communication are preferred for reaching
the mass audience at the same time. They have, on the other hand, become the most effective
ways of advertising products used by most of the companies.
Survival of product in the market requires a proper advertising strategy by a
company. A firm should establish its consumers; thus, coming up with appropriate methods
to reach out to those clients. It has resulted from the rising of so many similar products by
different companies leading to a higher supply of a product than a demand (Shimp and
Andrews, 2013). In such a situation, advertising a product is inevitable and failure to which
2

a company may have minimal sale leading to low profits or even making a great loss.
Advertising is thus a pillar to good sales (Kulbaev and et al. 2014, p438). It is one way that a
company persuades a consumer to make decisions about whether to buy a product or not. It
thus a tool used for promotion and in public relation through media (Ayanwale, Alimi and
Ayanbimipe, 2005). It, therefore, enlightens a consumer more about a product from
company; thus, bringing out the aspect of products comparison.
The research will be aiming at investigating how advertisement influences consumers
towards acquiring a product on the market. The research will be looking at the Nike
Company in the United Kingdom as the case study. Nike Company is one the major brands
in the world. They influenced a consumer’s behaviour throughout the world. The brand is
renowned for designing, development, manufacturing, and marketing foot wears, apparel,
and other sporting gears. Nike Company has contracted effective advertisement strategies
and has a strong brand image. Nike Company advertises their apparel on television, internet,
and newspapers. They also maximize on any opportunities when they arise as well as on
other sources regarding the launch of new products. They embark on modification of
existing products which comes along with some new offers and discounts.
On the other hand, the company has contributed greatly toward their customer
proposition; thus, winning over the market players. Firstly, the research will be aiming at
identifying the major elements affecting the behaviour of the consumers. The elements will
include the personal attitude based on age, personality, family, social status, cultural beliefs,
motivation, perception, roles, and reference groups. The research, on the other hand, will be
trying to determine links between advertising and consumers behaviour of Nike. Advertising
in visual images gives the consumers a sense of need for a given product. It brings out the
link between adverts and consumers decisions to acquire a product. At the end of the
research, it will be in a position to recommend the strategies Nike can employ to enhance its
mode advertising that would influence the consumers behaviours.
1.3 Aims and objectives
Aim of the research is “To determine the impact of advertising on consumer behaviour”-
a case study on Nike, UK. Following are the objectives that will be developed-
 To identify the key factors affecting consumer behaviour.
 To determine the link between advertising and consumer behaviour of Nike.
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 To recommend the ways through which Nike can develop better advertisement strategies
for influencing consumer behaviour.
1.4 Research questions
Research questions helps in developing an in-depth understanding regarding the selected
topic for the study. It aids in defining particular research issues for the study and develops
appropriate structure report. Following are the research questions such as-
 What is the key factors affecting consumer behaviour?
 Determine the link between advertisement and consumer behaviour?
 What are the ways through which Nike can develop better advertisement strategies for
influencing consumer behaviour?
1.5 Relevance of study
It is essential for companies to develop and improve existing advertising strategies that
helps in boosting the sales of firm in market. In order to begin with, business should identify its
target group such as sporting club and sportsperson. Nike needs to embark on advertising their
sporting products through sponsoring and rewarding the best sportsperson and women by
providing them Nike products (Buil, De Chernatony and Martínez, 2013). Further, business can
also join with other firms for instance packaging bag company, ball point pen and notebooks to
have some of their products branded. Through branding other products apart from what they
produce, Nike enhances the surface area for advertising themselves. Further, company is
required to engage themselves more on banner advertising. It helps them to gain repeat
customers as banners aids in repeating the brand severally which leads to recall of the brand and
gain potential consumers. For instance, using a large picture of the sportsperson and women on
the banners wearing the Nike branded sports gears helps in advertising company's apparel and
shoes. Hence, it helps in effectively developing the brand image of firm in market. Through
carrying out the study it helps in evaluating the significance of advertising strategy that helps in
influencing consumer behaviour (Fall Diallo and et. al., 2013).
1.6 Framework and analysis
Research approach- In the current research, it can be evaluated that inductive research
approach has been implied as there is no specific theory to test the outcomes of the study.
However, the results of the study moves from specific to general and thus it can be evaluated that

inductive approach is best suited for the study. It is considered as one of the crucial part and
helps in developing appropriate facet for overcoming research problems. Furthermore, it also
aids in evaluating the study and collect relevant data to attain desired results.
5

Research philosophy- Additionally, interpretivism philosophy is adopted because it results into
executing the best results for the study. Through adopting such philosophy it assists scholars to
gain an in-depth understanding about the research title.
Research design- Further, the scholar assessed that aims and objectives framed for the study and
for that descriptive research design is implied that helps in describing the research objectives
effectively and efficiently. With the help of such aspect of the study it helps in carrying out the
research efficiently and obtain desired outcomes to fulfil the stated aim.
Data collection- Both primary and secondary sources of data collection are used that aids in
obtaining valid and reliable results. Primary data has been collected by designing a well
structured questionnaire and responses have been collected from Nike customers. While,
secondary data has been collected through different sources such as books, journals etc.
The research uses inductive approach in carrying out the study. The results, on the other
hand, will be moving from the specific to general. Hence, an inductive approach is the most
appropriate. Nonetheless, the philosophy of interpretive will be widely used in carrying out an
effective study that will expound on the desired findings. This philosophy requires the
researcher to interpret the study elements; thus, it includes a researcher's interest. In this
research work, the philosophy assists in getting deeper and wider knowledge on impacts of
advertisement on consumer behavior (Silverman, 2013).Considering the nature and the
objectives of this research, the use of descriptive design describes the elements in the study.
1.7 Dissertation structure
Here, it can be assessed that the research comprises of different chapters which are as
follows-
Chapter 1: Introduction- In this chapter of dissertation, introduction is provided which focuses
upon information regarding the background of the study, company's products or services etc. It
also discusses regarding the aims and objectives of the research and finally research questions.
Chapter 2: Literature review- Here, it focuses upon reviewing the past researches through
collecting information through secondary sources such as articles, journals and internet sources.
It helps readers to understand regarding the research topic and gain in-depth understanding so
that detail analysis can be done.
Chapter 3: Research methodology- This particular chapter includes the methodology of the
research including the data collection, sampling method and data analysis method.
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Chapter 4: Findings and analysis- Here, the findings are provided with detailed interpretation
of the results through carrying out the survey and data collection.
Chapter 5: Conclusion and recommendation- It is the last chapter of the dissertation, that
provides information in the summarized form and thus helps reader to understand the results of
the study.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Carrying out secondary research is a time consuming and complex work for the scholar.
It requires an in-depth knowledge of the subject and associated facts so that best results can be
attained. In this chapter of the study it focuses upon determining in-depth theoretical knowledge
regarding research problem. Further, carrying out extensive research helps in evaluating and
understand the facts regarding significance of advertising and its influence upon consumer
behaviour. It helps in developing a detailed idea regarding the issues related to adversing and
influencing consumer behaviour (Goh, Heng and Lin, 2013). However, carrying out secondary
research for the study requires different sources such as books, journals, articles and internet etc.
that helps in identifying the research gap for the study and achieve effective results.
2.2 Key factors affecting consumer behaviour
As per the view of East, Wright and Vanhuele (2013), it can be assessed that for the past
several years, the attitude of consumers towards the brand has been the crucial point in the
marketing research. It evaluates as the inner consumer evaluation of the branded product. It is
essential for companies to forecast regarding consumer's behaviour towards the brand. Therefore,
it is essential for firms to create advertisement that helps in influencing buyers to make purchase
decision. Attitude is considered as the intuitive alliance between two different concepts that are
distinguishable. However, social judgement upon the brand and individual behaviour towards it
helps in identifying consumers purchase decision. However, Malik and et. al., (2013), argued
that it develops an attitude that influences toward liking or not liking the brand. For instance, if
any business uses good advertisement strategies, it helps product to sell better than those from
other competitors in the market. It can be identified that there are various consumers who are
attracted towards visual advertisement that increases the chances of selling the product.
Furthermore, it can be considered that within the real world, buying and selling of goods depend
largely upon one on one activity among consumers and service provider. It is essential for firm to
provide attractive website which offers a medium for interaction in electronic commerce.
However, from previous researches it can be evaluated that the information posted upon
electronic commerce helps in influences consumers to make purchase decision. For instance, it is
8

essential for firm to guarantee quality that helps in maintaining the security and perception of
consumers regarding the product so that best results can be attained.
According to the view point of De Mooij (2013), in certain cases, it can be identified that
sometimes it led to mistrust on the advertised product as they often frustrate the consumers once
purchased. Therefore, it is essential for firm to advertise their product towards consumers in
order to influence them to purchase the goods. However, through poor attitude developed by
consumers on advertised products it affects the advertisement and thus firm needs to develop
appropriate advertisement in order to attain desired results. Thus, it is essential to identify the
work of the quality assurance in order to make sure whatever goes with the advertisements
coincides with the quality of the products. Companies spends millions of dollars investing in
advertisement and thus it throwback if the product is not sold in market. However, Kardes,
Cronley and Cline (2014), argued that there are other factors that affects consumer behaviour
such as motivation, past behaviour, technology, age and gender etc. It can be assessed that
certain products are sold well among youth as compared to old people. Therefore, within fashion
market it is essential for businesses to target youth as they are their potential consumers.
However, within fashion industries most products suit well with the age group. Thus, it helps
firm to improve the business performance and attain desired results.
Wei and Lu (2013), stated that there are different other factors which affects the
consumer behaviour and thus certain products are sold among consumers in order to influence
them to make purchase decision. For instance, within fashion industries, most products suit well
with the age group. For instance, sports wear company influences consumers by providing them
best quality products or services and enhance the sales and profitability of firm in market. For
instance, sports gears could be sold more to consumers such as sportsmen, women and sporting
clubs. However, Niazi and et. al., (2012), argued that it is firm's ability to customize products as
per the taste and preference of consumers and attain competitive advantage in market. On the
other hand, age is another crucial factor that is inevitable for the fashion industry. Thus, most of
the time firms products are popularize among youth as compared to aged people. Moreover,
gender influences significantly towards consumer behaviour to a brand. There are certain brands
which are favourite to male rather then female because of certain significant factors.
Furthermore, company focuses upon contributing greatly towards their consumers proposition
and thus win over market players. Firstly, research aims at identifying the main elements that
9

affects the behaviours of consumers. It involves different elements such as personal attitude
based upon age, personality, family, social status and cultural belief etc.
For the past 20 years, the attitude of consumers towards a brand has been the crucial
point in the marketing research. It explains as the inner consumer evaluation of a branded
product. It is, therefore, a good forecaster to consumers' behavior towards a brand. An
attitude is a personal belief at a given time. Attitude is an intuitive alliance between two
concepts that are distinguishable (Olson and Mitchell 2000). According to Bargh (2000),
social judgement on a brand and the behavior toward it happens without the consciousness of
a consumer. It develops an attitude; thus, influencing toward liking or not liking a brand. If
good strategies are in use, a product sells better than those from other competitors in the
market. Most people are visual; hence, visual advertisement increases chances of selling an
item.
In the real world, buying and selling of products depend largely on the one on one
activity between consumers and service provider. A provider's website offers a medium for
interaction in electronic commerce. From previous researches, the information posted on
electronic media influences a consumer purchase behavior. For example, a quality guarantees
the security and perception of a product. In most cases, the information is deceiving and
inaccurate (Park and Kim 2003). It has led to mistrust on the advertised product as they often
frustrate the consumers once bought. It is a setback to advertising a product due to poor
attitude developed by consumers on advertised products. It is, therefore, the work of the
quality assurance to ensure whatever goes to the adverts coincide with the quality of a
commodity. Companies invest fortunes in putting up adverts; thus, it is a throwback if a
product does not sell.
Other factors affecting the consumers' behaviours are consumers' modernity, past
behaviors, technology, age, and gender (Yang, 2005). It is notable that some products sell well
among the young as compared to the aged. For example, in the fashion industries, most
products suit well with the age group. Nike Company, for example, could sell more to
sportsmen, women, as well as sporting clubs. Their ability to customize products per a
consumer’s preference and taste gives the company an added advantage. Age, on the hand, is
inevitable for the Nike apparel. Most of their products are familiarize with the young as
compared to the aged who has special consideration in term of beliefs and perceptions.
10

Further, gender has influenced significantly towards the consumers behaviour to a brand.
Some brands are favourite to male than they are to ladies and vice versa.
2.3 Determining the link between advertising and consumer behaviour
As per the opinion of Maheswaran and Shavitt (2014), there is significant relationship
between the advertising and consumer behaviour. The extensiveness of youth attractiveness
towards fashion products is due to effective advertisement on television. Because of massive
advertisement regarding fashion products, it helps in influencing consumers to purchase the
products or services. There are most of the consumers who are influenced towards firm because
of its effective advertisement. Hence, it can be stated that there is great connection between
advertising and consumer behaviour so that large number of products can be sold. However,
based upon the argument it assesses that in order to establish an effective research company
advertises its products aggressively in order to influence potential consumers towards firm and
enhance sales and profitability. However, Percy and Rosenbaum-Elliott (2016), argued that
consumer behaviour and advertising are closely interconnected and helps in influencing
consumers to attract potential clients. Here, advertising plays a crucial role in order to influence
firm towards visual images and convince them to satisfy the needs of consumers. Also,
marketing strategies are developed in relation to advertise the products and influence them
towards firm to make purchase decision. Advertising is considered as the way in which
marketers, retailers and other professionals communicate with potential clients or prospects. It
also usually involves print media, television, banners and internet in order to attract consumers.
Also, it is essential for marketers to have good grasp of consumer behaviour and advertising of
the way these are connected before implementing an effective campaign.
According to the view of Kaufmann, Panni and Orphanidou (2012), main aim of
advertisement is to persuade consumers that they need to identify the particular product or
service so that success can be attained. There is a great interconnection among advertising and
consumer behaviour which helps in influencing clients to make purchase decision. It is essential
for marketers team of firm to assess the consumer behaviour and thus identify the desire and
attitude of people. However, studying consumer behaviour and advertising is also useful in
several way as it helps in responding the reaction of clients.
Wijaya (2015), stated that survival of the product in the market requires a proper
advertising strategy and thus it helps in establishing effective brand image in the mind of
11

consumers. In the current era of globalisation, advertisement plays a crucial role in the growth
and success of firm so that product could be promoted in an effective and efficient way. It is
essential for firm to describe product's quality and expected outcomes after purchasing it by
consumers. Hence, it is considered as the best tool that helps in spreading awareness of the brand
and influencing clients attitude. It involves various modes of communication that are preferred
for reaching mass population at the same time and improves the sales performance of firm in
market. While, advertising through banners helps businesses to consider it as the most effective
way of advertising products so that large number of consumers can be attracted towards it.
Hsu, Chuan-Chuan Lin and Chiang (2013), explained that there is great relationship
between advertisement and consumer behaviour which results into promoting the brand in
market and thus influences consumers to make purchase decision. Brand is renowned for
designing, developing, manufacturing and marketing foot wears, apparel and other sporting
gears. Hence, it is essential for business to undertake effective strategies so that performance can
be enhanced effectively. Company advertises its products or services using different
advertisement strategies so that best results can be attained in terms of attracting mass population
towards firm (White and Simpson, 2013). For instance, the extensiveness of advertisement helps
in identifying consumer behaviour towards firm which results into improving buying behaviour
in regard to attain success in an effective and efficient way. Through effective advertisement
firm is able to influence large set of consumers and thus improve the business performance in
market.
According to Lobstein and Dibb (2005), there is a significant relationship in the link
between advertising and consumer behaviour. The extensiveness on children obesity is
relating to the number of the food advertised on their television (r = -0.56, P < 0.10). Due to a
massive advertisement on organic product health implications, most consumers are finding
pleasure in them. The frequency of using the organic product depends on the level of
information consumers have at hand (Zanoli and Naspetti 2002). A previous research carried
out in 2013, depicted that, the adverts placed for the product contributed to 50 percent of
consumer's purchasing the products. Based on the argument in the statement above, the
research would like to establish whether Company aggressiveness in advertising their
products has influenced the market toward consuming a commodity.
A company should, therefore, develop and enhance existing advertising strategies
12

basing on the following factors. To begin with, it should consider the target group like the
sporting club and activities. Nike, for example, should embark on advertising their sporting
gears through sponsoring and rewarding the best sportsmen and women with branded stuff.
The company can also join with other companies, for example, packaging Bag Company, Ball
Point, and shorthand notebooks, to have some of their products branded. By branding other
products apart from what they produce, Nike increases the surface area for advertising
themselves.
2.4 Recommend ways through to develop better advertisement strategies for influencing
consumer behaviour
As per the view of De Mooij (2013), it can be assessed that business needs to develop and
improve existing advertising strategy based upon different factors. In order to start with, there
should consider the target group such as sporting club and activities that helps firm to influence
consumers towards firm. For instance, fashion companies should embark advertising their sports
products through sponsoring and rewarding by selecting sportsperson and women so that sales of
firm can be enhanced. Company could also collaborate with other firms for instance notebooks,
pens etc. so that consumers are attracted towards firm's products and thus improves the business
performance so that best results can be attained. Through advertising the branded products
through banners and television advertisement it helps in improving the sales and profitability of
firm in market. However, Kardes, Cronley and Cline (2014), argued that company should focus
upon engaging more on banner advertising as compared to other modes of communication.
Improving the brand image in the mind of consumers helps firm to enhance repeat purchase so
that it leads to recall of the brand by a potential consumer. For instance, fashion firms could use a
large size photo of popular sports celebrity wearing company's sports gears and influences
consumers to make purchase decision.
Niazi and et. al., (2012), stated that it involves various other cultural factors that firm
needs to consider so that best results can be attained. For instance, different cultures possess
different taste and preference towards the product. Therefore, it is essential for firm to consider
culture, social class and personal factors in relation to achieve success. Firm is required to
develop effective relation among consumers in regard to assess different factors such as age,
religion, cultural belief etc. Further, survival of the product in the market requires a proper
advertising strategy by firm in regard to make effective decision making. It is essential for
13

business to establish its consumers and thus develop suitable methods in order to reach mass
population. Thus, it results into rising of similar products by different companies and thus lead to
higher supply of product than demand. However, Maheswaran and Shavitt (2014), argued that
within such type of situation, advertising a product is inevitable and thus failure to which helps
firm to possess minimal sales which leads to low profits or even making losses. Thus, at such
point of time, advertising is considered as a pillar to enhance the sales and profitability of firm in
market.
Wijaya (2015), assessed that it involves various advertising strategies that helps in
influencing consumer behaviour towards firm and improves the business sales and profitability.
Fashion industries uses effective advertisement strategies such as promoting products through
banners and placing large size picture of famous sportsperson or women showcasing their
branded apparels or footwear in order to influence buying behaviour of consumers towards firm.
Business also focuses upon introducing effective advertisement strategy so that strong brand
image of firm can be created in the mind of consumers. Business advertises their apparel on
television, internet and newspapers so that sales opportunities can be enhanced up to a great
extent. Also, it is essential for firm to undertake effective advertising strategy so that they can
create brand image in the mind of consumers as there are various competitors available that sells
similar product range to customers (Mathew, 2013). Therefore, through adopting effective
advertisement tactics assists in influencing buyers towards firm and offer them various discounts
and schemes.
A company should engage more on banner advertising. Repeating a brand severally
on the banners leads to a recall of the brand by a potential consumer. For example, using a
large photo of sportsmen and women on the banners wearing the Nike branded sports gears
can advertise the company's apparel. It has worked effectively in advertising brands (
Yaveroglu and Donthu 2008). A company would also consider the cultural factors. For
example, different cultures have various taste and preferences toward a product. In Muslim
culture, for example, they should advertise more on what concern them, as it is different
from what the whites would prefer. Further, all companies should consider the social
classes. Different social classes have desires that affect the consumption rating. The other
things to consider are the personal factors, for example, the age, the religion, cultural
beliefs, social class, and gender.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is considered as the method or tools that assists in collecting and
evaluating the data in order to attain best results. It is also considered as significant part of the
research that aims upon developing the detailed analysis of research design while carrying out
the study. Main aim of present research is to determine the impact of advertising upon consumer
behaviour within Nike (Creswell, 2013). Thus, such aim helps in focusing upon evaluating the
performance of firm by identifying the interconnection between advertising and consumer
behaviour. Here, both primary and secondary data collection methods has been used in order to
accomplish the study. Further, research design entails a detailed structure along with undertaking
tools and techniques so that best results can be attained.
3.2 Research philosophy
In this study, interpretivism philosophy has been applied which results in carrying out the
study effectively. Undertaking such philosophy helps in getting in-depth understanding regarding
the impact of advertisement on consumer behaviour. Such philosophy is considered as effective
that helps in evaluating and analysing the social response for the study in order to achieve best
results (Goddard and Melville, 2014). Research philosophy aims to carry out detailed and clear
analysis with the aim to overcome research problem that assists in developing detailed idea
regarding various methods so that appropriate and valid results can be attained. On the other
hand, positivism philosophy assess that it adopts rigid approaches that is effective for carrying
out scientific study. Therefore, it is not applicable within current study as social perception needs
to be critically evaluate within research to obtain desired objectives.
3.3 Research approach
In the present research, inductive approach is undertaken that helps in carrying out the
study. Here, the results of the research moves from specific to general and thus it can be assessed
that inductive approach is best suited for this study. It is considered as crucial aspect that assists
in developing appropriate aspect for overcoming research problem while carrying out study.
Moreover, it also helps in evaluating the study and collecting data that could be applied to attain
desired aims and objectives (Jackson, 2010). On the other hand, deductive approach aims to
demand a reasonable relationship between theories and data collection measures. Research
15

approach is considered as an significant aspect of research methodology in order to overcome
problems and focus upon developing advertisement strategies so that consumer behaviour can be
identified.
3.4 Research design
It can be assessed that as per the nature and objectives of the study, descriptive research
design is adopted in which different elements of the study will be described. Such aspect of
research methodology assesses that particular aspect of conducting the research analysis for the
current study. Research design helps in identifying different types of research styles that helps
scholar to follow in regard to obtain set objectives (Johnson and Christensen, 2008). It involves
various types of research design i.e. exploratory, descriptive, case study. experimental and casual
research. Here, determining the relationship between advertising and its impact upon consumer
behaviour, descriptive research design has been implemented to attain better results. Study
undertakes such research design by undertaking different theories and analyse the given case so
that specific outcomes can be attained. Implementing such design helps in applying different
theories and analyse the given case references in regard to obtain clear outcomes. Apart from
this, qualitative research method will be undertaken in order to implement the social perception
for the study in order to attain desired outcomes.
3.5 Data collection
Here, data will be collected from both primary and secondary sources. Primary data is
collected from customers of Nike with the help of well designed questionnaire while books,
journals, online articles are taken into consideration in regard to collect secondary data.
However, such data collection method helps in gaining adequate information that will turn into
providing sufficient and more accurate results (Singh. 2010). Here, structure questionnaire aids
in controlling the type of data collected and thus exhibit more specific information. Further, it
assists in minimizing the divergence from the research objectives and research question in order
to provide more precise information.
The data will be gathered from primary and secondary sources. The research uses both
the qualitative and quantitative types of information. Primary data will be collected from
customers of Nike products using a well-structured questionnaire. Further, secondary data has
been collected from books, journals, and online sources. It will, therefore, give adequate
information, which provides sufficient and more accurate findings. Structured questionnaire in
16

this research helps in controlling the kind of data collected; thus, exhibiting a more specific
information. It minimizes the divergence from the research objectives as well as the research
question; thus, giving more precise information.
3.6 Sampling
Here, probability sampling method is used in order to carry out the sampling design. It
will involve collecting data randomly from the customers of Nike. A sample of 50 customers has
been undertaken who are interviewed randomly from different strategic location where there is a
mass population. Further, study tries to uncover the information regarding the impact of
advertisement upon consumer behaviour (Tarone, Gass and Cohen, 2013). Such sampling
method helps in achieving valid and reliable results for the analysis. Researcher requires to
identify the potential consumers who are purchasing Nike products and thus they need to
interviewed in order to obtain crucial information about the impact of advertisement on
consumer behaviour. Collecting data through sampling method helps in identifying the
population of the study and thus gets divided into small number so that data collection can be
don appropriately.
The research uses probability sampling design. It involves collecting data
randomly from the customers of Nike products. A sample of 50 customers are selected who
are interviewed randomly from a different strategic location where there is a mass of
people. The study tries to uncover the information about the impact of advertisement on
consumers' behaviour.
3.7 Data analysis
It can be evaluated that the research intends to collect both the qualitative and
quantitative data. Here, data is analysed using different statistical tools such as SPSS. However,
for qualitative data, scholar conduct an analysis of the influence of advertisement on consumer
behaviour (Goddard and Melville, 2014). A test of correlation, Chi-square test and analysis of
Variance (Annova) has been evaluated in order to identify the importance of advertisement on
consumer behaviour. Probability value is assumed that P value less or equal to 0.05 (P<= 0.05) at
95% confidence level. It helps correlation in checking whether the elements are related or not. If
yes, are they positively or negatively related, strong or weak correlation. While, in quantitative
data, analysis involves mean, median, mode and standard deviation.
The research intends to collect both the qualitative and quantitative data. The data is
17

analysed using SPSS and Excel package. For the qualitative data, a researcher conducts an
analysis of the influence of advertisement on consumer's behaviors. A test of correlation,
Chi- square, and Analysis of Variance (ANOVA) evaluates the significance of advertisement
on the consumer's behavior. The probability value is assumed that P value less or equal to
0.05 (P< = 0.05) at 95% confidence level. Correlations helps in checking whether the
elements are related or not. If yes, are they positively or negatively related, strong, or weak
correlation? Is the correlation between (-1 < =0 < =1)? In the quantitative data, the analysis
includes mean, mode, median, and standard deviations. Presentations, on the other hand, is in
the form of percentages, tables, and graphs.
3.8 Research limitations
` In regard to carry out the research analysis which is a challenging task for the scholar as
it demands the availability of information in order to achieve valid and reliable results. Research
methods and data collection helps in developing clear analysis to obtain best outcomes for the
study. Following are the limitation of the research are as follows-
 Time frame limitation- Current topic of the study helps in analysing the impact of
advertising upon consumer behaviour. Thus, it requires significant time and money for
achieving large data and obtain responses from them. Also, limited availability of time
was considered as the challenging factor that scholar requires to restrict while delivering
authentic results (Tarone, Gass and Cohen, 2013).
 Minimum information available- Determining advertising strategy that helps in
influencing consumer behaviour requires maximum information in order to execute the
study effectively and efficiently. Scholar executes the study and at the same time
availability of information for the same was little or confined for the study (Johnson and
Christensen, 2008).
The main limitation of this research will be time. The latter required for data
collection, analysis, and report writing is limited. Available resources may be inadequate.
Getting the relevant licenses from relevant offices may also be a shortcoming in the
research. Most officers are difficult to find unless with an appointment to the office that
often takes considerable time. These factors, on the other hand, can have a negative effect
on the quality and scope of the research.
18

3.9 Accessibility issues
The major anticipated accessibility issues are the hostile respondents. These are people
who might feel that giving a feedback is a waste time and resources. Others are conservative
and loyalist of a similar product from other players as Nike that may raise the question of
truthful information given. Language barriers may as well be another accessibility issue as one
may pick a respondent who understands and speaks a different language from that of a
researcher. Further, some respondent may feel that the questions are tricky to answer.
To manage this problem, random selection method gives a researcher a chance to
interview more respondents to cope with all the barriers and maintaining the sample size. The
approaching of the respondent should be tactical and following the standards of data collection
management. For instance, approaching a respondent politely and creating a rapport.
3.10 Ethical consideration
There are different ethical aspects carried out within study. Here, data is collected
through authentic sources and there is no biasness done at the time of collecting and analysing
data. Scholars are required to identify the issues related to data collection, ethics, prior consent
for interview and data protection etc. Also, ethical consideration regarding data safety has been
undertaken through making sure that the data is only used for research purpose and not any
personal use (Jackson, 2010). However, secondary data for the study has been collected through
valid and reliable research sources. Further, findings of the researcher was effectively referenced
and cited and no biasness could be done. Also no research material of other scholars has been
used in order to carry out the results.
The research will take into consideration all the ethical issues underlying in carry out
an effective research work. Firstly, all legal procedure from relevant authorities is adhered
to avoid interruption during research process; for example, a researcher will notify the local
leader of the selected areas of data collection as well as a note from the college
administration. It will lead to more effective time management. The data collected from
authentic sources; thus, reducing the question of biases at the time of collecting and
analysing data.
19

CHPATER 4: DATA ANALYSIS
4.1 Introduction
This chapter usually treated as bit difficult and critical when compared to other chapters.
In this chapter, all the data which is collected is analysed by using a suitable technique. Further,
the selection of suitable techniques is based on the nature of study. However, it is found that this
study requires study of both qualitative as well as quantitative research type. Qualitative is a
technique where theoretical description of data is considered in order to draw prior results. On
the contrary side in quantitative technique, mathematical expression as well as statistical tools
are involved to give valid description for study. For the present case scenario, SPSS analysis will
be done in order to conduct the test. Description of the result obtained will also be given so that
the reader will grasp a complete idea of the study which is so conducted.
4.2 Data analysis- Questionnaire
The objective of conducting these questionnaire is to identify the impact of advertisement
on consumer behaviour. The data which will be collected from survey is used for the academic
purpose.
Correlations
Gender What you usually
look in
advertisement?
Gender
Pearson
Correlation 1 0.759
Sig. (2-tailed) .303
N 50 50
What you usually look in
advertisement?
Pearson
Correlation -.149 1
Sig. (2-tailed) .303
N 50 50
In order to understand the section, Pearson product-moment correlation was run in order
to determine the relationship between two variables namely Gender and what people look in
20

advertisement. After conducting the test, it was found that there exist strong, positive correlation
between gender and preference of people in advertisement. The result was statistically significant
(r = .759, n = 50, p = .303).
21

Gender
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Male 20 38.5 40.0 40.0
Female 30 57.7 60.0 100.0
Total 50 96.2 100.0
Missing System 2 3.8
Total 52 100.0
The above chart shows the gender distribution of sample population which is taken for
the study. From the survey, it is found that the 60% of the population are female and rest 40%
are male. This also reflects that the impact of advertisement is more on females as males because
they are the one who usually shops more. From the above evaluation it can be analyzed that
survey conducted upon Nike customers founds that female are more interested in using Nike
products and thus they have high differences in the male and female population who are attracted
towards firm's sports products. Therefore, company advertises sports products in relation to
influence female consumers more as compared to male.
Age group
Frequency Percent Valid
Percent
Cumulative
Percent
Valid 15-20 9 17.3 18.0 18.0

21-40 24 46.2 48.0 66.0

40-60 13 25.0 26.0 92.0
60
Above 4 7.7 8.0 100.0
24

Total 50 96.2 100.0
Missing System 2 3.8
Total 52 100.0
The above chart reflects the age of the sample respondents who are taken for the present
study. It is found that almost 48% of the population belongs from the age group of 21-40. rest
tally is 25% for 45-60 and 17% for the age group 15-20. The craze of shopping can be seen more
in youngsters. Here, the age group among which the consumers are more influenced to purchase
the Nike product are 21-40 years and thus such people are fashion freaky and they buy sports
products such as apparel, footwear and sports gears. While, other age group are not that much
influenced towards Nike company in order to purchase the product so that sales and profitability
of firm can be enhanced.
Are you a brand loyal customer?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Yes 32 61.5 64.0 64.0
No 18 34.6 36.0 100.0
Total 50 96.2 100.0
Missing System 2 3.8
Total 52 100.0
25

The above chart reflects the number of customers who are loyal towards particular brand.
This ratio is quite high and almost 64% of the total respondents said that they are usually loyal
for the particular brand. On the other side, 36% of respondents said that they are really not loyal
towards any brand and they only see best quality at low price at the time of purchasing specific
product. As the age group selected is within the age of 21-40 and thus they are loyal consumers
towards the brand therefore, firm needs to attract such population by providing them attractive
offers and schemes so that they can be attracted towards the Nike brand more as compared to
other products.
Do you think advertisement generally affect your consumption
pattern?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Yes 34 65.4 68.0 68.0
No 16 30.8 32.0 100.0
Total 50 96.2 100.0
Missing System 2 3.8
Total 52 100.0
26

In this chart, the purpose of researcher is to find the mentality of individuals towards a
point that advertisement generally impact their behavior or not. After conducting the survey, it
was found that 68% of the respondents were affected by consumption pattern and with this they
are attracted towards different brand by seeing the advertisement. On the other side, 32% of
respondents feel like they do like to switch brand and they are not affected by seeing the
consumption pattern. The majority of the population were in favor of changing brand and from
this it is found that advertisement do make impact on consumption pattern
Do you agree decision making for products gets affected by
advertisement?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Strongly agree 18 34.6 36.0 36.0
Agree 19 36.5 38.0 74.0
Neutral 6 11.5 12.0 86.0
Disagree 3 5.8 6.0 92.0
Strongly
Disagree 4 7.7 8.0 100.0
Total 50 96.2 100.0
Missing System 2 3.8
Total 52 100.0
27

Here, researcher wanted to know that their decision making for products usually gets
affected by advertisement or not. While calculating the response, 74% of the respondents has
given pole to strongly agree and agree. This shows that advertisement plays an important role in
influencing the perception of customers towards a particular brand. From further findings, it is
also found that 12% of the respondents has given the neutral response and they were confused in
stating their preference. 6% disagreed the fact and said that their decision making is not
influenced from advertisement and they used to be loyal for the particular brand. This description
states that advertisement plays an important role in influencing the customers needs.
Organizations nowadays relying on the same in order to attract more of the customers towards
their product. It can be assessed that decision making generally affects through advertisement
and thus it is essential for business to adopt effective advertising strategy so that target
population can be selected. Here, Nike selects banner advertising as it is considered as the most
influential form of attracting consumers towards brand. Company advertises high size banner of
sportsperson and women in order to showcase their products such as apparels and footwear in
order to influence buyers towards product.
What types of advertisement generally affects you the most?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid TV advertisement 13 25.0 26.0 26.0
28

Newspaper and
Magazines ads 8 15.4 16.0 42.0
Ads on Internet 3 5.8 6.0 48.0
Radio commercials 3 5.8 6.0 54.0
Banners 23 44.2 46.0 100.0
Total 50 96.2 100.0
Missing System 2 3.8
Total 52 100.0
Here, researcher wanted to know the ways how individual gets affected the most from an
advertisement. On interviewing, the responses shows banners plays an important role in
influencing their minds. It is because different textures, designs and slogans are written with
unique design of product. It influencing their mind towards the products and with this they are
attracted towards the particular brand. 46% of majority usually get influenced with this
techniques. 26% of the respondents said that TV advertisement for them plays an important role
and by seing that their mentality gets influenced. 16% and 6% gave their preference to
newspaper and internet ads respectively. From the major findings, it can be interpreted that
banners are seen as a effective use and with this, organization can attract more of the customers
at less cost. It can be considered that there are various types of advertisement strategies that
could be adopted by firm in relation to influence buyers towards product. It involves TV
advertisement, Internet advertisement, Banners, newspapers and radio commercials etc. All these
are considered as attractive form of advertising the product in order to influence buyers towards
29

firm. Above all consumer chooses banner advertisement in regard to influence target consumers
as here company decides to place large size advertisement of sportsperson and women presenting
the Nike products like apparel and footwear in order to influence large number of population at a
time.
What you usually look in advertisement?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Information of
product 14 26.9 28.0 28.0
Brand 11 21.2 22.0 50.0
Discount offered 20 38.5 40.0 90.0
Others 5 9.6 10.0 100.0
Total 50 96.2 100.0
Missing System 2 3.8
Total 52 100.0
Here, researcher wants to know that what are the basic things which individual see at the
time of advertisement. On getting response from the respondents, it was found that 40% of the
total respondents get influenced by seeing the discount offered by the organization. It assists
them to reach to the outlet and purchase their product. 28% get influenced by the information of
the product and 22% with the brand. 10% preferred on other options. It can be interpreted that
30

discount offers usually attracts customers towards the products whenever they see any
advertisement of any brand.
What attracts you more towards advertisement?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Celebrity endorsement 22 42.3 44.0 44.0
Layout of
advertisement 11 21.2 22.0 66.0
Use of graphics or
pictures 14 26.9 28.0 94.0
Others 3 5.8 6.0 100.0
Total 50 96.2 100.0
Missing System 2 3.8
Total 52 100.0
Responses here were collected for finding the major attraction while seeing an
advertisement. From survey, it was found that celebrity endorsement is one of the major center
of attraction and 44% of respondents favored this thing. 22% said that they majorly see the
advertisement to see the layout as what products are upto and what are the basic qualities in it.
31

28% of the total respondents love to see the graphics and pictures included by the advertising
head of mentioned company. Hence, from this, it can be interpreted that the celebrity
endorsement plays an imporatnt role and Nike if following and can still sign more of the
celebrity to make large base of loyal customers towards their diffeent products.
Which sort of advertising techniques attracts you towards the Nike products?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
TV advertisement 13 25.0 26.0 26.0
Newspaper 5 9.6 10.0 36.0
Discount offers in
showrooms 8 15.4 16.0 52.0
Banner advertisement 24 46.2 48.0 100.0
Total 50 96.2 100.0
Missing System 2 3.8
Total 52 100.0
In this, the respondents were asked to give their views for the techniques that Nike should
use for advertising their products. While getting effective responses, it was found that 48% of
total customers preferred banner advertisement because this gives individual a clear description
32

of the product and also the way of using the same. With banner advertisement, Nike can display
the picture of the product and also an effective tag line to define the product. Banner
advertisement save costs as well as give clear description of the product. 26% of the respondents
said that TV advertisement will be the best because a large number of audience will be
witnessing the product at the same time. 16% and 10% of the respondents gave preference to
discount offers in the showrooms and advertisement in the newspaper.
Chi-Square Tests
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Do you think
advertisement generally
affect your
consumption pattern? *
Do you agree decision
making for products
gets affected by
advertisement?
50 96.2% 2 3.8% 52 100.0%
Do you think advertisement generally affect your consumption pattern? * Do you agree
decision making for products gets affected by advertisement? Crosstabulation
Count
Do you agree decision making for products gets affected
by advertisement?
Total
Strongly
agree
Agree Neutral Disagree Strongly
Disagree
Do you think
advertisement
generally affect
your consumption
pattern?
Yes 10 15 5 2 2 34
No 8 4 1 1 2 16
Total 18 19 6 3 4 50
33

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 3.574a 4 .467
Likelihood Ratio 3.629 4 .459
Linear-by-Linear
Association .053 1 .817
N of Valid Cases 50
a. 6 cells (60.0%) have expected count less than 5. The
minimum expected count is .96.
From the above Chi-Square test, it is evaluated that their exist a logical relationship
between advertisement as well as consumer behavior of people. The Chi-Square test give result
of 0.467which shows a significant relationship between the two terms.
34

CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Introduction
In this particular chapter, it is significant for evaluating the findings of the study so that
best results can be attained. Thus, through evaluating the critical aspects it evaluates the overall
findings of the study and also recommend the business to analyse effective measures to
determine the influence of advertising upon consumer behaviour.
5.2 Conclusion
Through carrying out primary research it can be concluded from the opinions and reviews
given by the consumers of Nike that they are attracted towards firm in order to influence
consumers towards business. Here, opinions and reviews have been provided by randomly
selected Nike consumers in regard to provide their opinion about brand loyalty of firm in market.
Consumers of Nike views that brand is providing them efficient quality products at affordable
prices. However, advertising plays a crucial role in regard to influence them towards purchasing
the product of Nike. Thus, firm uses banner advertisement in order to attract clients towards firm
and thus it helps business to enhance sales and profitability. Primary research also concludes that
reviewing the opinion of customers helps in obtaining positive responses and thus attain desired
results. Also, primary research assists researcher in evaluating the consumer behaviour so that
attractive advertisement can be created in order to enhance market appeal. Thus, it aids in
enhancing brand image of firm in market. Business uses attractive advertisement in regard to
influence consumers towards Nike brand and thus improves the sales performance of firm as
compared to other competitors. Hence, primary research articulates that Nike influences
consumer behaviour through effective advertisement so that market share of firm can be
improved up to a great extent.
Further, from the secondary research it can be evaluated from the study that different
scholars reviews that influence of advertising upon consumer behaviour so that sales
performance can be enhanced. It can be assessed from different researches that there are varied
ways of attracting consumers towards brand. Thus, Nike adopts banner advertisement in order to
influence target consumers towards firm so that sales and profitability of firm can be raised.
Also, different researches identifies that adopting effective advertisement helps in influencing
buying behaviour so that customer attraction can be gained up to a great extent. Thus, attracting
35

large number of consumers towards the firm helps in influencing individual towards firm and
improve the sales and profitability in market. Collecting views from different authors results in
identifying varied opinions which results in identifying the influence of advertising upon
consumers behaviour within Nike.
It can be concluded from the research that advertising is considered as the most effective
part within fashion industry and thus it influences the consumer buying behaviour to attain
desired sales and profitability. Through adopting effective advertising strategy it assists in
influencing consumers towards the brand and overcome competition from market. Moreover,
company also undertakes appropriate advertisement campaigns that helps in influencing buyers
to get attracted towards firm and raise the profitability of firm. Determining consumer behaviour
assists in raising business performance for which business needs to adopt effective marketing
strategies so that success can be attained. Thus, through providing best quality products or
services it assists in improving consumer satisfaction. Nike advertises their products through
different techniques such as banner advertisement in which famous sports celebrity has been
endorsed in regard to promote the brand and influence customers towards business. Furthermore,
it involves different factors that affects consumer behaviour such as age, gender, motivation etc.
Also, it can be noticed that certain products could sell well among the youth as compared to old
people with the help of implementing appropriate advertising strategy. Thus, Nike focuses upon
adopting effective advertisement technique within fashion industries so that different sport gear
products could be sold to target population. Moreover, gender also influences significantly
towards the consumer behaviour so that competition can be overcome within brand and success
can be attained.
5.3 Recommendation
It can be recommended from that advertising strategy such as banner advertisement needs
to be used in order to improve business performance and attract more number of consumers
towards firm. Brand should also focuses upon effective advertising strategies and influence
target population so that sporting club and activities can be attracted. Nike undertakes
advertisement on large size banners with pictures of sportsperson and women so that youth can
be attracted towards different sport gears and thus improve business sales. Further, it should also
develop sponsoring and rewarding activities so that branded stuff could be sold more. However,,
through engaging banner advertising it helps in advertising company's apparel and shoes so that
36

mass population can be attracted. It is essential for the marketing team to consider different
cultural factors so that taste and preference of consumers can be identified in relation to enhance
the business performance. Nike should adopt effective advertising strategies in relation to
influence consumer buying behaviour and thus enhance sales and profitability.
Furthermore, it can be stated that company focuses upon building brand image and trust
among consumers so that it could enhance sales and profitability. However, firm also needs to
provide quality assurance in order to make sure that whatever goes to the advertisements
coincides with the quality of the products. Therefore, it is essential for Nike to identify
consumers needs and wants and thus offer them similar products and services so that customer
satisfaction can be attained. Hence, company focuses upon investing within advertisement so that
brand image can be raised within target market.
37

REFLECTIVE
Through carrying out the whole research it proves to be beneficial for me as I improved
my analytical and communication skills. Identifying consumers opinion regarding advertisement
and its impact upon their behaviour assists in improving my understanding regarding marketing
concepts and framework so that success can be attained. Also, through evaluating the opinions
from consumers that aids in enhancing my knowledge to obtain desired outcomes. Moreover,
whole research is being carried out in order to support and develop my career and professional
development. Through carrying out effective research it helps me to understand regarding the
concept of advertisement and its impact upon consumer behaviour. I also obtained knowledge
regarding different advertising strategies adopted by fashion brands which were undertaken by
me through searching on internet and websites. It helps me to improve my understanding and
skills so that desired targets can be attained.
38

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APPENDIX
Questionnaire
1. Name: ________________________________
2. Gender:
 Male
 Female
3. Age group:
 15-20
 21-40
 40-60
 60 above
4. Are you a brand loyal customer?
 Yes
 No
5. Do you think advertisement generally affect your consumption pattern?
 Yes
 No
6. Do you agree decision making for products gets affected by advertisement?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
7. What types of advertisement generally affects you the most?
 TV advertisement
 Newspaper and Magazines ads
 Ads on Internet
 Radio commercials
 Banners
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8. What you usually look in advertisement?
 Information of product
 Brand
 Discount offered
 Others
9. What attracts you more towards advertisement?
 Celebrity endorsement
 Layout of advertisement
 Use of graphics or pictures
 Others
10. Which sort of advertising techniques attracts you towards the Nike products?
 TV advertisement
 Newspaper
 Discount offers in showrooms
 Others
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Consent form
NAME OF PARTICIPANT:
Title of the project
The influence of advertising on consumer behaviour- a case study of Nike, UK.
Main investigator and contact details
Carla Ferraz
@student.anglia.ac.uk
07464938926
Members of the research team
Carla Ferraz Researcher)
Elisa Alt & Cassie Jones (Project Supervisors)
1. I agree to take part in the above research. I have read the Participant Information Sheet
(25/06/2016 – v.1) for the study.
I understand what my role will be in this research, and all my questions have been
answered to my satisfaction.
2. I understand that I am free to withdraw from the research at any time, without giving a reason.
3. I am free to ask any questions at any time before and during the study.
4 I understand what will happen to the data collected from me for the research.
5. I have been provided with a copy of this form and the Participant Information Sheet.
6. I understand that quotes from me will be used in the dissemination of the research
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Data Protection: I agree to the University1 processing personal data which I have supplied. I
agree to the processing of such data for any purposes connected with the Research Project as
outlined to me*
Name of participant (print)…………………………Signed………………..….Date………………
Name of person
witnessing consent (print)………………………….Signed………………….. Date………………
PARTICIPANTS MUST BE GIVEN A COPY OF THIS FORM TO KEEP
ADD DATE AND VERSION NUMBER OF CONSENT FORM.
--------------------------------------------------------------------------------------------------------------------------
I WISH TO WITHDRAW FROM THIS STUDY.
If you wish to withdraw from the research, please speak to the researcher or email them at
@student.ac.uk stating the title of the research.
You do not have to give a reason for why you would like to withdraw.
Please let the researcher know whether you are/are not happy for them to use any data from you
collected to date in the write up and dissemination of the research
Date 25.5.16 V1
1
? “The University” includes Anglia Ruskin University and its Associate Colleges.
45

Participant Information Form
Section A: The Research Project
The influence of advertising on consumer behaviour- a case study of Nike, UK
1. Brief summary of research.
In the modern days, advertisement plays a major role in the growth of the company. It is a mode
of promoting a product to the potential consumers. It describes a product's quality and the
expected outcomes after buying it to consumers. It is, therefore, a big tool used by companies to
sell their commodities. The research will be aiming at investigating how advertisement
influences consumers towards acquiring a product on the market. The research will be looking at
the Nike Company in the United Kingdom as the case study. Nike Company is one the major
brands in the world. They influenced a consumer’s behavior throughout the world. The brand is
renowned for designing, development, manufacturing, and marketing foot wears, apparel, and
other sporting gears.
2. Purpose of the study
This study is part of the researcher´s Master Degree at Anglia Ruskin University
Principal Supervisor
This study is supervised primarily by Elisa Alt (
3. Why have I been asked to participate?
You have been asked to take part in this study solemnly based on your experience as a beneficiary of
services and goods provided by small businesses.
4. How many people will be asked to participate?
5. What are the likely benefits of taking part?
46

Through taking part it will benefit my understand regarding the topic as well as enhance
my analytical and research skills.
6. Can I refuse to take part?
Individuals asked to be part in the study, may refuse. Participation must be totally voluntary. Participants,
may also interrupt their participation at any moment prior to completion and publication of the study
results.
7. Has the study got ethical approval?
Ethical approval for the study has been granted from the Ethical Committee at Anglia Ruskin University.
8. Has the organisation where you are carrying out the research given permission?
The only Organization involved directly will be Anglia Ruskin University. Permission to approach
students to participate will be requested before the beginning of the study. Other participants will not be
approached as individuals and not as part of any organization. Information concerning small businesses
Marketing techniques will be secondary.
9. This research does not fall into any specific legislation. Except for legislation relevant to ethical matters.
10. What will happen to the results of the study?
This study is being prepared in relation to the researcher´s MBA Decree. will only be evaluated by the
Anglia Ruskin University Lecturers. Possibly it could seen by other students.
11. Contact for further information
Carla Ferraz
Section B: Your Participation in the Research Project
1. What will I be asked to do?
47

2. Will my participation in the study be kept confidential?
3. Quotes from Participants will not be used in the final research results, to reduce the likelihood of
identification.
4. Recording equipment will not be used.
5. Will I be reimbursed travel expenses?
6. Participants will not receive any financial or material incentives.
7. Are there any possible disadvantages or risks to taking part?
The study does not present any relevant risks to participants. Questionnaires will be prepared in order to
avoid long periods of concentration. And, researcher will ensure that Participants will not have to travel
unnecessary in order to participate.
Taking part in the study, will not affect Participant's legal rights.
8. Whether I can withdraw at any time, and how.
9. Participants must answer question to the best of their abilities, avoiding naming people or companies as
examples.
10. All information by Participants will be treated as confidential.
11. What will happen to any information/data/samples (delete as applicable) that are collected from
you?
During the research phase, all information and data will be securely kept by researcher in a computer hard
drive and occasionally in hard copies.
48