Influence of Advertisement on Purchasing Power - A Case Study on The Body Shop

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Research proposal
To determine the influence of advertisement and promotional activities on the
purchasing power of customers. A case study on Mark and Spencer.
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Contents
Introduction......................................................................................................................................3
Background of the research.............................................................................................................3
Research Aim...................................................................................................................................4
Research Objectives.........................................................................................................................4
Research questions...........................................................................................................................4
Literature review..............................................................................................................................5
Research methodology.....................................................................................................................7
Expected outcomes, significance or rationale of the research.........................................................9
References......................................................................................................................................10
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Introduction
A consumer is a person who always uses and buys products. They play an important role in the
economic system of a nation as well as keep moving the production cycle of the company.
Consumers demand different products based on their preferences or taste: consciousness of good
influences consumers purchase of that good. Taste and preferences of people get changed
overtime but advertisements also play a critical role in affecting customers’ needs and choices.
In this modern era, advertising is all about publicity of products or services at the mass level
(Solomon, et. al., 2014). An effective advertisement and promotion include generating awareness
among people towards the benefits and uses of a specific product or service. By doing this, firms
will be able to satisfy the needs of its target audiences and in turns increasing sales or profit
margins. Advertisement or promotional can be done through different media channels such as –
television, radio, newspapers, websites, magazines and billboards. Nowadays, companies also
tend to acquire online advertisements or promotional via social media sites with an aim to reach
a large group of target audiences. Basically, advertisement fulfils the three main objectives of a
company, such as – to guarantee consumers a great deal of service, raising sales of the firm and
finally ensuring the economic and social welfare of society.
Henceforth, the prime goal of this research is to find out the impact of advertisements on
consumer buying behaviour. As stated above that effective advertisements hinder to develop an
intrinsic quality of cosmetic products. For this entire discussion, certain aims and objectives will
be developed in order to assess the advertising through attitudinal buying behaviour consumer
and analyze the influence of advertising through buying behaviour consumer.
Background of the research
The advertisement had been a major area of concern since centuries, but after the 20th century,
the subject was not important as it seems now. The reason behind this, economist were indulged
in creating the perfect theory for a competitive market. According to this theory, by having
overall information about market marketers can fix customers' preferences for their commodities
that are homogenous in nature. After digitalization, advertising then becomes the vital area for
research, economists were started to study various fundamentals or principles of marketing
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