Role of Advertisements on Consumer Buying Behaviour in UK Health and Beauty Retail Chain: A Study of Boots

DissertationFiles successfully
Uploaded

Table of Contents
CHAPTER ONE: INTRODUCTION.............................................................................................4
1. Background to the Research...............................................................................................4
2. Organisational Background................................................................................................4
3. Significance of the Problem...............................................................................................5
4. Statement of Purpose..........................................................................................................5
5. Statement of the Problem...................................................................................................5
6. Aim(s) and Objectives........................................................................................................5
7. Research Questions............................................................................................................6
8. Dissertation structure..........................................................................................................6
LITERATURE REVIEW................................................................................................................9
What is the concept of advertisements and consumer buying behaviour in context with the
UK health and beauty retail chain?........................................................................................9
What are the effective advertisement strategies that used by Boots for changing buying
behaviour of customers towards the brand?.........................................................................11
How advertisement is important in changing consumer buying behaviour towards Boots?12
What are the major challenges that would be faced by Boots in the absence of effective
advertisement strategies?......................................................................................................15
RESEARCH METHODOLOGY...................................................................................................18
CHAPTER 4: DATA ANALYSIS................................................................................................22
4.1 Introduction....................................................................................................................22
4.2 Thematic analysis...........................................................................................................22
Chapter 5: Conclusion and recommendations:................................................................................3
Recommendations..................................................................................................................3
Conclusion..............................................................................................................................4
REFERENCES................................................................................................................................6

CHAPTER ONE: INTRODUCTION
1. Background to the Research
Consumer buying behaviour is defined as action which are taken by the consumer before
taking any decision related with buying any product or service. Consumer buying behaviour is
the study of individual, group and organisation in terms of activities those are associated with
purchasing of any sort of product and services. Consumer buying process is the process in which
study is enumerated in terms of how people may react regarding their business offerings.
Advertisement is related with providing such information by which consumers can be influenced
and at the same time they can take positive decisions (Martins and et. al., 2019). The major
objective of advertisement is to provide awareness within individual so that they can come to
know regarding business offerings and take positive decisions as well. Thus, advertisement plays
an important role in influencing the consumer buying behaviour by creating desire to purchase
the products, grabbing their attention and also arousing their interest towards the products and
services. Advertisement helps in increasing the profitability and sale of business by providing
information to potential customers related to the brand and products. The current research report
is based on the role of advertisements on consumer buying behaviour with health and beauty
retail industry of UK. This is stated that the role of advertisement in consumer buying behaviour
is seem to be positive as customers are able to recognise the characteristics for the products and
accordingly they can judge that whether the same is suitable to meet their needs or not. This way
it can be said that within any industry advertisement is showing prominent role in acquiring
success and attracting new range of customers.
2. Organisational Background
The current research report is executed on Boots which is one of the largest retailer of
UK and Ireland. The organisation is having 2200 shops across the UK and Ireland in which they
are considered as one of the biggest health and beauty organisation. The organisation is highly
dedicated to manage needs of their customers and to meet the same there are different methods
and innovation which are continuously introduced by the organisation. The major purpose of
Boots is to improve health of their customers so that the company is associated with providing
sustainable products to their customers. The company is headquartered in Nottingham, UK and

was founded in the year of 1849. The company is the leading retailer of health and beauty in
which the company is also considered as the biggest manufacturer as well.
3. Significance of the Problem
Advertisement within an organisation plays essential role in terms of managing market
image and delivering best quality within business offerings to the customers. This is stated that
with the help of advertisements the organisation can reach out to mass people and increase their
customer base. Customers are considered as asset for the organisation as whole the working and
methods of the organisation are wholly dependent over their customers (Liu and et. al., 2020).
The issue which can be faced by the organisation is related with not retaining existing customers
and attracting the new one. In this process advertisement is the boon for the organisation in
which this would be helpful in conveying characteristic to their customers.
4. Statement of Purpose
The major purpose of executing this research is to develop in-depth information related
with advertisement and its role within the organisation. This is stated that the major purpose
within the research is to gather marketing knowledge so that the same can be used by the
organisation so that to manage future career perspective (Lin, Featherman, Brooks and Hajli,
2019). The report is also related with dual perspective within researcher such as personal and
professional. In terms of personal perspective the research will be increasing different skills
within researcher such as communication, analytical and communication skills. Whereas in
terms of professional perspective the current research would lead into increasing knowledge of
the researcher so that future researches can be carried out in most effective manner.
5. Statement of the Problem
The identified problem within the research is that in current time the organisation is not
able to target their customers in desired manner so that this is essential that they use proper
channels of communication (Leiss and et. al., 2018). Communication is considered as the boon
for the organisation in which they can interact with their customers and manage their business.
The identified issue is that due to ineffective communication within customers the organisation
is not able to earn needed productivity and proficiency.
6. Aim(s) and Objectives
Aim

To examine the effectiveness of advertisements on consumer buying behaviour in UK
health and beauty retail chain: A study of Boots
Objectives
 To identify the concept of advertisements and consumer buying behaviour in context
with the UK health and beauty retail chain
 To examine the advertisement strategies used by Boots for changing buying behaviour of
customers towards the brand
 To determine the importance advertisements on consumer buying behaviour towards
Boots
 To evaluate the challenges that would be faced by Boots in the absence of effective
advertisement strategies
7. Research Questions
 What is the concept of advertisements and consumer buying behaviour in context with
the UK health and beauty retail chain?
 What are the effective advertisement strategies that used by Boots for changing buying
behaviour of customers towards the brand?
 How advertisement is important in changing consumer buying behaviour towards Boots?
 What are the major challenges that would be faced by Boots in the absence of effective
advertisement strategies?
8. Dissertation structure
The dissertation is divided into five major chapters such as introduction, literature
review, research methodology, data analysis and findings and last is conclusion and
recommendation. In the introduction chapter aim and objectives for the research is mentioned
and within literature review chapter related information of these topics are accumulated using
secondary sources of data collection. In research methodology chapter such methods are
elaborated which are used within the research for the purpose of gathering of data. The current
research is based on qualitative research methods and literature review method will be used to
gather information as a source of research instrument. In data analysis chapter gathered
information will be demonstrated using tool of data analysis and at last within conclusion
chapter conclusive remarks related with overall dissertation will be made.
Chapter 1: Introduction:

It is first section of the investigation which mainly provides overview of the chosen
topic. This chapter includes background of the research, overview of company, research aim and
objectives, significance of problem, statement of purpose, statement of problem and dissertation
structure. Within this chapter brief information related to the chosen topic is given by the
researcher so that reader can avail the information and understand the reason behind conducting
this investigation.
Chapter 2: Literature review:
Literature review is the another chapter of the investigation which focuses on providing
information by using different secondary sources such as books, articles, newspaper and many
other sources. These sources are used by the researcher for gathering in-depth information
related to the chosen topic. This chapter generally focuses on addressing the research questions
in efficient manner. It also focuses on providing detailed knowledge regarding the chosen
subject matter which helps in completing the investigation in better way.
Chapter 3: Methodology:
Methodology is the third section of the research which includes different research
methods that helps in collecting and accumulating the information related to the proposed study.
Through this chapter, reader can evaluate the validity and reliability of the overall study. In this
researcher has shown their dependence on choosing quantitative research methods for collecting
and analysing the data related to the current study. The different methods used by the researcher
are interpretivism philosophy, qualitative research choice, inductive approach, secondary data
collection method, cross sectional time horizon, discussion and many others. By using these
methodologies, the aim and objectives of research can be achieved in better manner.
Chapter 4: Data analysis:
Data analysis is also a chapter of this investigation in primary method is used by the
researcher for gathering the information. In this research, qualitative information will be
collected by doing discussion on the basis of literature review. In order to evaluate the
quantitative information, thematic analysis is used by the investigator so that investigation can
be complete in appropriate way. Through using thematic analysis, researcher can evaluate the
subjective information in effective and efficient manner.
Chapter 5: Conclusion and recommendations:

Conclusion and recommendation is the last section of this dissertation that focuses on
providing the summary of the proposed study and conclude the data in significant way. It
generally facilitates the researcher to conclude the information so that reader can understand
about the current study. Further it also includes few recommendations which help in improving
the business performance and efficiency. With the help of recommendation, company can
overcome the challenges faced by the company while implementing management theories within
workplace. Thus, conclusion and recommendation mainly includes concluding part of the
research and also recommendations are given on the basis of the findings of the current study.