Evaluating Strategies of Luxury Brands on Consumer Behavior: A Study on Burberry

This study evaluates the strategies used by luxury brands, focusing on Burberry, to influence consumer behavior of the younger generation in the UK. It examines the concept of consumer behavior, factors influencing behavior, and marketing strategies used by Burberry. The research methodology includes qualitative research, inductive approach, and both primary and secondary data collection methods. The study aims to understand the factors influencing consumer behavior and recommend the best strategies to Burberry to influence consumer purchasing decisions in young people.

Evaluating the strategies used by luxury
brands for influencing consumer behaviour
of younger generation in the UK: A study
on Burberry

TABLE OF CONTENT
Evaluating the strategies used by luxury brands for influencing consumer behaviour of younger
generation in the UK: A study on Burberry....................................................................................1
INTRODUCTION...........................................................................................................................3
Background of the study..................................................................................................................3
Research Aims and objectives.........................................................................................................3
LITERATURE REVIEW................................................................................................................5
Theme-1 Concept of consumer behaviour in young people (18-30)...........................................5
Theme-2 Factors influence consumer behaviour when buying luxury brands in the UK...........6
Theme-3 Marketing strategies used by Burberry for influencing behaviour of consumers........6
RESEARCH METHODOLOGY –.................................................................................................7
TIMELINE AND GANTT CHART..............................................................................................11
REFERENCES..............................................................................................................................13

Topic: Evaluating the strategies used by luxury brands for influencing consumer behaviour of
younger generation in the UK: A study on Burberry
INTRODUCTION
Background of the study
In today's business environment, luxury brands are growing with the very high pace
which contributes in the growth of economy. As fashion industry of UK is marked as one of the
top listed industry in the world provides various types of products to high end customers who
likes to buy luxury items. This industry is growing and providing personnel with several
employment opportunities (Zhao and et.al., 2021). With the rise in choices and high quality
standards of luxury branded items, consumer buying behaviour in younger generation is also
influencing. These high quality standards of luxury branded items is the reason behind young
generation consumers for choosing luxury branded goods over store brands. For the current
proposal, the study will be conducted on the young generation consumers of UK and Burberry
has been selected which offers varieties of products such as clothing, accessories, bags, trench
coats, hats and gloves to its customers (Pajić, 2019). The current proposal will highlight on the
research techniques and tools that can be used for analysing the strategies that is used by the
luxury brands for influencing the behavioural pattern of the customers. Along with this,
appropriate research methodologies will be shown along with the justification. Lastly, the
research proposal will highlight the time-frame in which the task is being completed.
Research Aims and objectives
Aim- To analyse the strategies used by luxury brands for influencing consumer behaviour of
younger generation in the UK: A study on Burberry
objectives

 To understand the concept of consumer behaviour in younger people (18-30).
 To investigate the factors which impact consumer behaviour when buying luxury brands
in UK.
 To analyse the marketing strategies used by Burberry for influencing behaviour of
consumers
 To recommend the best strategies to Burberry to influence consumer purchasing
decisions in young people.
Research questions
 What is the concept of consumer behaviour in younger people (18-30)?
 Which factors influence consumer behaviour when buying luxury brands in the UK?
 What are the marketing strategies used by Burberry for influencing consumer behaviour?
Research scope
Understanding the consumer behaviour plays an important role in the business
environment, basically it is the study of how individual customers buy, use and select goods or
services to satisfy their wants, needs and requirements. Knowing this behaviour, companies is
able to find out about actions of the consumers in the marketplace. The current research study is
useful for understanding the factors influencing consumer behaviour in young people and
strategies for improvement in regards to consumer behaviour (Clark, 2020). This will be very
much helpful for similar company operating in the fashion industry and also learners and
scholars who are conducting research on similar topic can easily gain deep knowledge from this
study. Thus, the research is wider in scope as it will provide guidance to the organizations in
order to take decision in regards to influencing consumer behaviour and also, it will provide
guidance to the scholars as well so they can have effective knowledge in research context.
Rationale of the study
The major reason behind doing this research is to analyse the factors which impact
consumer buying behaviour in young people of UK. This in turn recognized as research issue
because nowadays young consumer thinks twice before buying from luxury brands. There are
many factors which influence behaviour of consumer when buying luxury brands. Every
company is using effective marketing strategies and providing good quality products to attract
customers. This indicates an issue because companies are using social media marketing and
various other methods to increase brand loyalty and social standing of the brand. This can

influence consumer buying behaviour especially in young people in both positive and negative
manner (Concari, Kok and Martens, 2020). Therefore, using thematic perception test technique
research could highlight the level to which various factors impacts consumer buying behaviour.
Chapter preview
Introduction- Introduction is providing the background information regarding to the research
topic in which the rationale and purpose of conducting the study has also been mentioned. Also,
clearly aim and objectives is being stated in the introduction part.
Literature Review- The literature review will provide the information about the themes with the
help of existing sources. Effective literature review is being performed that helps in providing
effective information in relation of the research topic.
Research Methodology- This section will provide detailed information about the research
method that will be used for conducting the research. Appropriate justification will be given in
context of selecting the research method.
Timeline- The timeline will highlight the mandatory task and the time-frame in which the task
related to research is being completed.
LITERATURE REVIEW
Theme-1 Concept of consumer behaviour in young people (18-30)
Consumer behaviour reefers to the physical and psychological activities of the customer
while purchasing, evaluating or using the commodity. According to Araya and et.al (2022), these
are the set of actions that leads the influence young customers towards a specific product or
service. Likes and dislikes of the young customer towards a product or service is considered as
consumer behaviour. Younger generation is highly keen about the products and services they buy
and experience. The concept of consumer behaviour is being witnessed on a high note in the
young people as compare to the other age group as young people makes numerous discussion
and observation before buying of any product.
Chen and Pham (2019) stated that differentiation in the young customer base depends
upon their behaviour which help business to determine the customers with relative preference.
Demographics have a vital influence that creates difference among young customer base.
Assessment of consumer behaviour leads the organization towards determination of demand
available in the market. Alghizzawi (2019) highlighted that this factor can help a company in
assessing the feasibility of their offerings by considering the perspective of the customers

towards it. Many start-ups use this factors to study the markets for acknowledging the available
opportunities. Proper evaluation of consumer behaviour in young people can ensure the
effectiveness of the marketing functions by directing them towards formation of strategies
according to customer's ideology.
Theme-2 Factors influence consumer behaviour when buying luxury brands in the UK
According to Reyes (2020), the key derivative of the consumer behaviour is the
purchasing power that differentiates from person to person. The economic position of the buyer
is the factors that majorly influence their preference. However, Mothersbaugh and et.al (2020)
argued that there are other factors as well that surpass the perspective of the customer and
influence their preference. There are 5 determined elements that covers the factors influencing
consumer behaviour while buying luxury brands. Psychological aspect is discussed as the major
determinant of consumer behaviour. These are the factors that are not easy to evaluate but it
plays a vital role in driving the customer towards a commodity. Motivation, perception, learning,
and attitude beliefs are the factors that fall under psychological aspect which are developed with
the life of a person. Social aspects that consist of surroundings and a common mind-set of people
may influence the behaviour of some consumers as they are abided with these values. Cultural
aspects include factors like belief and values pertained in a region. Personal factors refer to
demographics and individual’s preference which impacts their choice or need of the product.
Age and occupation are the examples of personal factors that influence consumer behaviour.
Economic aspects are discussed as the earning of the customer and their family that derives
whether they can purchase the commodity.
Trudel (2019) mentioned that the influence on consumer behaviour can be made with the
secondary factors as well which are much wider to study but it may influence the choice of
customer by changing their perspective. Influence of these factors indirectly impacts the mind-
set of the customer. Influence of foreign culture, reputation of the firm etc. are the example of
secondary factors that indirectly effects consumer behaviour.
Theme-3 Marketing strategies used by Burberry for influencing behaviour of consumers
Swarbrooke, (2022) Elucidates that, it is highly mandatory for organization to impact the
behavioural pattern of the consumers as it helps in increasing the interaction among the people in
the organization. Along with this, it helps gaining the attention of the consumers towards the
business and therefore, organization used the various marketing strategies that can lead to

impact the behavioural pattern of the consumers. It directly creates impact on the purchasing
power of the customers that increases the purchase made by the customers. In the study
conducted by Puplampu, Fenny and Mensah, (2019) it has been said that the major ways in
which the behavioural pattern of the consumer can be influenced are linked with understanding
the cultural, social, personal and psychological factors that directly impacts the consumer
behaviour. These has been considered as the best strategy that can be used while implementing
the marketing strategies for understanding the consumer behaviour.
Goswami and et.al., (2022) stated that, social factors are linked with the society, customers
prefer those products that are mainly preferred by their surroundings and therefore, it is
important to understand the social factors as it will help in dealing with the social factors that can
impact the customers purchasing power. The major marketing strategies that are being prepared
for influencing all the four factors of consumer behaviour are related to the preparation of
marketing campaign and increasing interaction at the social platform with the customers. The
market campaign helps in influencing the behaviour of the customers within describing the
advantages of the products and services that is being offered by the organization. This leads to
attract the number of customers and often influence their purchasing power. Social media
strategy is the another strategy that is used by organization for influencing the customer’s
behaviour. Effective interaction with the customer has been made within providing them
effective services and it helps in supporting the customers. This leads to create the positive image
in front of the customers and their purchasing power has been influenced.
RESEARCH METHODOLOGY –
Research type
Research type refers to the method that is being in order to collect the data. There are
mainly two types of research which can be used by researcher such as quantitative and
qualitative. Qualitative research refers to that type of research in which the theoretical data has
been gathered and the information is being collected in theoretical form. Whereas, quantitative
research refers to that type of research type in which the numerical data has been gathered. The
data is being presented in numerical terms (Mohajan, 2018). For analysing the factors influence
consumer behaviour qualitative research type will be used. The qualitative research will be used
by the analyst as it assures higher accuracy and reliability in the outcomes which helps in

developing effective result. Also, it is flexible in nature therefore, changes can be adopted in easy
manner.
Research approach
There are mainly three types of research approach such as inductive and deductive. To
evaluate the strategies used to influence consumer behaviour inductive approach will be applied.
The reason behind choosing this approach is that it helps in assisting in making and analysing
assessment of qualitative study effectually. The inductive approach helps in the implementation
of new theory. Thus, the researcher can implement the new theory within using the inductive
approach. Along with this, inductive approach is suitable for qualitative research. As per the
suitability of the current research, the selected approach is highly suitable that helps in
developing the new theory which contributes in creation of the effective outcomes.
Research philosophy
Research philosophy has been determined as the faith and belief of the people which lies
with the research context. Thus, it plays vital role in analysing the behaviour of people who are
living in the society (Hürlimann, C., 2019). There are two types of philosophies which is used in
research such as positivism and interpretive. Positivism philosophy is based on the judgement
whereas, interpretive is based on understanding the belief of the people. For the current study,
interpretive philosophy will be applied for evaluating qualitative data pertaining to consumer
behaviour. The interpretive philosophy is highly beneficial for the current research as it will
enable researcher in order to understand the faith and belief of the people in regards to the
research topic. Thus, as a result, effective outcomes will be generated that enhances the quality
of the outcomes.
Data collection
Collecting data is very important to find out the research facts, issues, trends and
problems. There are two types of method relating to data collection: secondary and primary data
collection method. For the current study both the sources will be used which helps in addressing
research objectives. Under primary research, survey will be conducted on 20 consumers of
Burberry through the means of questionnaire. For secondary research, past studies, journals,
articles, books will be used to develop brief thesis. Both the method will be used in the current
research due to several benefits (Berndt, 2020). The primary method will help in gathering the

data from the fresh sources. It provides the assurance of higher reliability in the data and the
gathered information is not corrupt.
Face to face interaction with the participants helps in taking information in effective
manner. On the other hand, secondary method saves the time and cost and with the help of the
existing sources the data can be gathered and effective results can be generated. Thus, both the
method will assure benefits to the analyst and therefore, researcher will use both the methods in
order to conduct the research.
Sampling
For the purpose of survey, researcher must require selecting appropriate sample so that
suitable outcome can be obtained. The sampling is of two types and which is probability and
non- probability sampling. The probability sampling refers to the random selection of the people
whereas non-probability sampling is a kind of sampling method in which the participants is
being selected on the basis of the subjective element. For the current study, simple random
sampling method will be used, this will have applied on 30 consumers of Burberry. The simple
random sampling method will be selected by research as it assures no partiality among the
candidates and the sample size can be selected without making any judgement. Along with this,
it is fast procedure therefore, the results can be interpreted fast. Therefore, the researcher will use
the probability sampling method which enable analyst to select random sample and the
information will be gathered and on the basis of that outcomes will be generated.
Data analysis
Data analysation refers to the technique of analysing the gathered data. It plays essential
role as it is highly important analyse the collected data so, the interpretation of the data can be
done. Thus, it is important to select the appropriate tool for analysing the data. For analysing
responses collected from survey, researcher will use thematic perception test technique as it will
help in attaining the best results. The main reason behind choosing this method is that it helps in
analysing qualitative data effectually. On the basis of this data, several themes will be prepared
on the responses (Rinjit, K., 2020). The thematic analysation will be done over statistical
analysation because the current research is based on qualitative type and for qualitative research
the data can analysed within forming themes and therefore, the thematic analysation will be done
by the researcher. Also, it enables analyst to prepare different themes and this creates an
effective understanding while delivering the outcomes.

Reliability and validity
Reliability and validity in highly important in the research as the rate of reliability and
validity proves the effectiveness of the research. Therefore, it is the accountability of the
researcher that they must assure a keen focus over marinating reliability and validity in the
research. The reliability can be maintained within selecting appropriate sources and validity is
being performed within selecting latest sources for conducting research. For ensuring validity
aspects articles and research papers that published after 2015 will be taken into consideration. In
addition, considering research topic, articles will be used which in turn outlines that research is
valid. Further, copyright protected sources secondary data will be collected which shows the
reliability of the research. Thus, in this manner the reliability and validity of the research will be
maintained and effective outcomes will be produced that helps in enhancing the quality of the
outcomes.
Research limitation
The main limitation with current study is money, time and unavailability of sources. Due
to limited time and money, quantitative tool such as SPSS will not be selected. However, in
order to mitigate this thematic analysis will be done to get the best results. With the help of
articles and keywords scholarly articles, researcher will solve the issue related to unavailability
of sources. Further research limitation is aligned with the time management. In case, the time has
not been managed then, it leads to provide impact over the quality of the product. Thus, time
plays vital role in the delivering of the outcome and therefore, the miss-management of time
needs to be managed. The researcher will overcome this limitation within parting major goal in
different parts and all parted task will be completed in the fixed period of time. This will enable
researcher to complete each task on time and as a result, whole research will be completed on
time.
Ethical consideration
Ethical consideration plays crucial role in assuring that, the research has been performed
within maintaining the major ethics that are required in the research. Therefore, in current
research analyst will be focusing on maintain the ethics. The ethical consideration will be
maintained within both the methods which are primary and secondary. For the present research
consent forms has been sent to each and every participant (Cammaerts, 2020). Willingness of
each person is taken into consideration, this in turn can achieve ethical aspects. At the end of the

study, reference list will be added which shows that the overall work is not copied, it is
paraphrased. Moreover, to maintain the data privacy, information of participant will be kept
private. This is how study will focus on achieving ethical consideration. Performing the ethical
consideration will help in making research more effective. Therefore, the mandatory ethics will
be performed by the researcher so, the analyst can provide the assurance of high quality in
research.
TIMELINE AND GANTT CHART
Activities January Februar
y
March April May June July August
Selection
of the
topic
Creation
of Aim
and
objective
s
Literatur
e review
Research
type
Data
collectio
n
Data
sampling

Data
analysis
The above mentioned steps in the timeline table and Gantt chart are the major task that has been
performed in order to complete the research. Partition of the task in different parts has helped in
terms of completing my task in decided time frame and therefore, it has become easy to complete
to research and delivering the outcomes on time.

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