Influence of Advertising on Consumer Behaviour towards UK Fashion Industry: A Study on John Lewis Plc

Research Project
(Influence of advertising on consumer behaviour
towards UK fashion industry)

Table of Contents
INTRODUCTION...........................................................................................................................3
Research aim................................................................................................................................3
Research objectives.....................................................................................................................3
Research question........................................................................................................................3
Value of research.........................................................................................................................4
Literature Review............................................................................................................................4
Types of advertisement techniques used by John Lewis Plc for attracting customers................4
Influence of advertising on consumer buying behaviour towards John Lewis Plc.....................5
Challenges faced by John Lewis Plc while influencing consumers towards the brand...............5
Ways that John Lewis Plc could be used for overcoming challenges associated with
influencing consumers towards the brand...................................................................................6
Main Findings..................................................................................................................................7
Research Philosophy....................................................................................................................7
Research Approach......................................................................................................................7
Research Strategy........................................................................................................................7
Research Choice..........................................................................................................................7
Research Time Horizon...............................................................................................................7
Research Techniques and Procedures..........................................................................................8
Sampling......................................................................................................................................8
Questionnaire and frequency table..............................................................................................8
Data analysis and interpretation...................................................................................................9
Conclusions, Evaluations and Recommendations.........................................................................14
References......................................................................................................................................16
Appendix........................................................................................................................................16

INTRODUCTION
Advertisement is a marketing activity which is used by the companies to promote their
product in the market. This is one of the vital marketing process which helps in attracting the
customer towards the brands and increase their sales. An effective advertisement can influence
the consumer buying behaviour in greater sense. Consumer buying behaviour can be defined as a
set of action that is performed by buyers before buying any goods and services (Nash, 2019). In
recent time were the king of the market is consumer, it becomes very importation for the
companies to shift their focus on advertisement. Innovative and creatives ideas need to be
developed so that they can change the attitude of buyers towards their brand in positive way. To
identify the impact of advertisement in changing the consumer behaviour the chosen organisation
is John Lewis Plc. The company was founded in 1864 by John Sedan Lewis and is one of the
leading British company. Headquarter of the brand was established in Westminster, England,
United Kingdom. The product that were sold by them are Clothing, Jewellery, Cosmetics, Beds
and beddings, food and beverages and many more. In terms of sales the company is on number
three position in UK market.
Research aim
“To identify the influence of advertising on consumer buying behaviour towards UK
fashion industry: A study on John Lewis Plc”.
Research objectives
 To identify the types of advertisement techniques used by John Lewis Plc for attracting
customers.
 To determine the influence of advertising on consumer buying behaviour towards John
Lewis Plc.
 To identify the challenges faced by John Lewis Plc while influencing consumers towards
the brand.
 To examine the ways that John Lewis Plc could be used for overcoming challenges
associated with influencing consumers towards the brand.
Research question
 What are the types of advertisement techniques used by John Lewis Plc for attracting
customers?

 What is the influence of advertising on consumer buying behaviour towards John Lewis
Plc?
 What are the challenges faced by John Lewis Plc while influencing consumers towards
the brand?
 What are the ways that John Lewis Plc could be used for overcoming challenges
associated with influencing consumers towards the brand?
Value of research
The present research holds a great value as it will help in gaining more insight about the
selected topic. The detailed information on how advertisement influence the consumer buying
behaviour will be obtained that can encourage various stakeholder to know the importance of
advertisement. This investigation will be helpful for organisation, scholars, employee,
researcher, customer and many more. The researcher will use this investigator as their base
which can help them to conduct further researcher by using this as foundation. In respect to the
scholar it will assist them to enhance their knowledge so that they can develop their academic
skills (Clube and Tennant, 2020). The marketing managers use this investigation as they will get
to know about various advertisement strategies and ways that can be effectively used to influence
the behaviour of buyers. This research is also valuable as it will help in designing innovative
advertisement approach in more effective and efficient manner.
Literature Review
Types of advertisement techniques used by John Lewis Plc for attracting customers
According to Thomas, 2020, there are several types of advertisement techniques used by
John Lewis Plc for attracting customers. Social media marketing is one of the type of
advertisement used by the company for attracting customers. John Lewis Plc uses the digital
marketing in the form of social media marketing so that they can have a wider reach toward the
customers. It also helps in saving the time and cost while implementing the advertisement post or
campaigns. There are various types of social media sites such as Facebook and YouTube along
with the Instagram and many more. It provides the good return on investment to the company in
a more productive manner. Traditional marketing is an another type of advertisement used by the
firm for attracting customers. John Lewis Plc uses the physical type of advertisement as well so
that they can connect and direct interact with the customers. This has helped the company in