(PDF) Impact of Media Advertisements on Consumer Behaviour

RESEARCH

Table of Contents
1. TITLE: ........................................................................................................................................3
2 BUSINESS CONTEXTS:.............................................................................................................3
Background of the study.............................................................................................................3
3 PROJECT QUESTION:................................................................................................................3
Research aim...............................................................................................................................3
Research Objective:....................................................................................................................3
Research Question.......................................................................................................................3
4. PRIMARY RESEARCH:............................................................................................................3
Literature review:........................................................................................................................4
5 METHOD INQUIRY:..................................................................................................................4
6 IDENTIFICATION OF ETHICAL ISSUES:...............................................................................6
7 PLANNING:.................................................................................................................................6
8. PROFESSIONAL AND CAREER DEVELOPMENT SKILLS:...............................................8
9. REFERENCES:...........................................................................................................................8

1. TITLE:
How advertisement affects the consumer behaviour.
2 BUSINESS CONTEXTS:
Background of the study
Advertisement is one of the oldest from of product promotion used widely in all the industries to
attract consumers to buy their goods and services (Afzal and Khan, 2019). The goods are being
presented in attractive and lucrative manner in various advertisement and displaced through
various different platforms before consumers so an urge can be developed within them to but the
goods they see. The research project will present the effects of advertisement on the buying
behaviours of the consumers (Zekiri and Hasani, 2015). This will present how the consumers
gets affected through advertisement and how their behaviours is influenced and guided through
advertising of different product and services by various organisations.
3 PROJECT QUESTION:
Research aim
To investigate the impact of advertisement on the buying behaviour of the consumer- A study on
Mark and Spencer.
Research Objective:
 To identify the current trend in advertisement in retail industry.
 To analyse the positive impacts on the consumer buying behaviour through
advertisement.
 To determine the challenges in influence the behaviour of consumers by advertisement.
 To suggest effective strategies to encourage the consumer buying behaviour through
advertisement in Mark and Spencer.
Research Question
 What are the current trends in advertisement of retail industry?
 What are the positive impacts on the consumer buying behaviour by advertisement?
 What challenges are faced in influencing the behaviour of consumers through
advertisement?

4. PRIMARY RESEARCH:
Literature review:
As per the view of the Badgaiyan and Verma, (2018), advertisement is the one of the
oldest sources of product promotion which is used in the retail industry to provoke the consumer
to buy product they see through advertisement. The retail sector uses different forms of
advertisement where some of the methods of advertisements are traditional such as newspaper,
radio and some of them have become obsolete (Bellini Cardinali and Grandi, 2016). But with
conventional methods of advertisement such as social media marketing, are used to influence the
purchasing behaviour of customers (Simmonds and Spence, 2017). Each sector of population is
being attracted through all these different methods.
As far as Baker and Parkinson, 2016 are concerned advertisement have a positive
impact on the consumer behaviour. This means consumers are effectively influenced through
advertisement to buy the product or avail the services they see on different platforms of
advertisement (Schütte and Ciarlante, 2016).
On the other hand, it is stated by East and et.al (2016), that with similar product and vast
level of advertisement and innovations it has become difficult to attract the consumer easily.
With variety of product availability at different prices which are presented in most innovative
manner the consumer do not attracted towards a single product and do not lead them to buy a
product (Sangroya and Nayak, 2017).
5 METHOD INQUIRY:
Data collection:
The data for this research project will be collected from both primary and secondary data
collection method (Foxall, 2015). Under the primary data collection method data will be gathered
through questionnaire method of survey from the 50 consumers of Marti and Spencer. This will
assist the researcher in developing an understanding the mind set and perception of the consumer
of who are ultimately buy and cosmos the product of M& S (Ramya and Mohamed Ali 2016).
Their view and opinion will provide an understanding of how they get influenced by
advertisement and in what manner their buying behaviours is persuaded by the organisation
through various modes of advertisement (Haugtvedt, Herr and Kardes, 2018). So, the rationale

behind selection of this method if data collection is very clear as this will provide assistance to
the researcher over getting accurate data regarding advertisement influencing the consumer
behaviour.
Also, the data will be gathered through secondary method as well, where the books,
journals and articles will be referred to gather information over how the buying behaviour of
consumers are influence and gets effected through advertisement (Jansson-Boyd, and Marlow,
2016). The rationale behind selection of this method is that the information is authentic and it
supports the views and opinion of the data collected through primary method as well
(Rakhmetzhan and Medukhanova, 2018).

6 IDENTIFICATION OF ETHICAL ISSUES:
The ethical issues which might be faced while conducting the research can be related to
getting informed consent form the respondent (Kumar, and Chauhan, 2017). The research might
face a situation where the research outcome will not be as expected and this can lead the
researcher to manipulate the data gathered and present it in such a way which can give effective
outcome for the research as invented (Nishano and Ahunjonov, 2016). These situations can be
handled as informing the participant about the purpose of research and intention of data
collection so that they willing provide information to conduct successful research study
(Nagatsu, and Małecka, 2018). The issue of ethical dilemma can be handled by researcher by
keeping the moral intact and ensuring that all the participate provide true and fair information
asked from them (Pappas, 2016).
7 PLANNING:
Work break down:
Task Mode Task Name Duration Start Finish
Auto
Scheduled Selection of topic 7 weeks Thu 9/12/19 Wed 10/30/19
Auto
Scheduled
Developing research aim and
objectives 5 weeks Thu 10/31/19 Wed 12/4/19
Auto
Scheduled brief plan development 3 weeks Thu 12/5/19 Wed 12/25/19
Auto
Scheduled Research methods selection 4 weeks Thu 12/5/19 Wed 1/1/20
Auto
Scheduled Preparing questionnaire 7 weeks Thu 12/26/19 Wed 2/12/20
Auto
Scheduled
Sending questionnaire for data
collection 9 weeks Thu 1/2/20 Wed 3/4/20
Auto
Scheduled
Recording data set in a
structured format 2 weeks Thu 3/5/20 Wed 3/18/20
Auto
Scheduled Interpreting gathered data set 5 weeks Thu 3/5/20 Wed 4/8/20
Auto
Scheduled
Concluding findings and
recommending solutions 3 weeks Thu 4/9/20 Wed 4/29/20
Auto
Scheduled Formatting 2 weeks Thu 4/30/20 Wed 5/13/20
Auto
Scheduled Taking feedback 1 weeks Thu 4/30/20 Wed 5/6/20

Auto
Scheduled
Doing changes as per the
feedback provided 1 weeks Thu 5/7/20 Wed 5/13/20
Auto
Scheduled Final submission 0 weeks Wed 6/1/16 Wed 9/11/19
Gantt chart:

8. PROFESSIONAL AND CAREER DEVELOPMENT SKILLS:
I have set a goal of developing professional skills of communication while gathring data
from participants (Marshall and et.al 2016). Also, I intend to develop the professorial skill of
effective time and task management. For the Career development I intent to work in a
multinational organisation after completing my academic and work under good profile which
allows me utilise my skills ad apply them in organizational context.
9. REFERENCES:
Afzal, S. and Khan, J. R., 2015. Impact of online and conventional advertisement on consumer
buying behaviour of branded garments. Asian Journal of Management Sciences &
Education. 4(1) pp.125-135.
Badgaiyan, A. J. and Verma, A., 2015. Does urge to buy impulsively differ from impulsive
buying behaviour? Assessing the impact of situational factors. Journal of Retailing
and Consumer Services. 22. pp.145-157.
Baker, M. J. and Parkinson, S. T., 2016. Organizational buying behaviour: purchasing and
marketing management implications. Springer.
Bellini, S., Cardinali, M.G. and Grandi, B., 2016. Does shopping preparation influence
consumer buying decisions. International Business Research. 9(10). p.201.
East, R., Singh, J., Wright, M. and Vanhuele, M., 2016. Consumer behaviour: Applications in
marketing. Sage.
Foxall, G.R., 2015. Consumer behavior analysis comes of age. The Routledge companion to
consumer behavior analysis, p.3.
Haugtvedt, C. P., Herr, P. M. and Kardes, F. R. eds., 2018. Handbook of consumer psychology.
Routledge.
Jansson-Boyd, C. V. and Marlow, N., 2016. The history of consumer psychology.
In Routledge International Handbook of Consumer Psychology (pp. 21-35).
Routledge.
Kumar, S. and Chauhan, A., 2017. An Empirical Analysis of Repulsive Buying
Behaviour. Arabian J Bus Manag Review. 7(329). p.2.
Nagatsu, M. and Małecka, M., 2018. How behavioural research has informed consumer law:
The many faces of behavioural research. In Research Methods in Consumer Law.

Edward Elgar Publishing.
Marshall, R., Chih, L. L. P., Khim, P. Y. and Cheng, G. W., 2016. Decisions about Decisions:
Leveraging the Internet to Distribute Influence in Organisational Buying Centres.
In Making Tough Decisions Well and Badly: Framing, Deciding, Implementing,
Assessing (pp. 69-85). Emerald Group Publishing Limited.
Nishanov, B. and Ahunjonov, U., 2016. The Influence Of Store Characteristics On
Consumers’ Impulse Buying Behaviour. Journal of international business research
and marketing.1(3). pp.20-26.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services. 29. pp.92-103.
Rakhmetzhan, A. and Medukhanova, L., 2018. The influence of digital marketing on consumer
behaviour. International Relations and International Law Journal. 78(2). pp.123-130.
Ramya, N. and Mohamed Ali, S. A., 2016. Factors affecting consumer buying
behavior. International journal of applied research. 2(10). pp.76-80.
Sangroya, D. and Nayak, J. K., 2017. Factors influencing buying behaviour of green energy
consumer. Journal of cleaner production. 151. pp.393-405.
Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.
Simmonds, G. and Spence, C., 2017. Thinking inside the box: How seeing products on, or
through, the packaging influences consumer perceptions and purchase
behaviour. Food Quality and Preference. 62. pp.340-351.
Zekiri, J. and Hasani, V. V., 2015. The role and impact of the packaging effect on consumer
buying behaviour. Ecoforum Journal. 4.