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

This dissertation focuses on the role of advertisements on consumer buying behaviour in UK health and beauty retail chain with a case study of Boots. It includes literature review, research methodology, data analysis, and conclusion with recommendations.

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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.

LITERATURE REVIEW
Literature review is one of the important chapters of the research that summarise and
describe previous research on a topic. This chapter generally provides a summary of particular
subject matter which helps in supporting the research questions. Literature review provides an
understanding of the topic and shows the signs of synthesis. It helps in bringing clarity to
research problem and also broaden the knowledge base in research area. Thus, literature review
allows placing research questions in context and providing understanding about the proposed
study.
What is the concept of advertisements and consumer buying behaviour in context with the UK
health and beauty retail chain?
As per the opinion of Golnar-Nik, Farashi and Safari (2019), advertisement is a process of
promoting the products, services and brands in order to attract large number of customers.
Advertisement is considered as one of the powerful business tool that provides information
related to the products and services to potential customers. It plays an important role in business
as advertisement drives business growth. Advertisement also shapes the attitude of the society
and influence the buying behaviour of consumer. It provides product information to its target
audience by using different media channels such as radio, posters, television, newspaper,
magazines and many others (Sundaram, Sharma and Shakya, 2020). There are various
importance of advertisement within business such as provide information related to product,
support personal selling, create strong image of brand, establish relationship, create permanent
demand and various others. The purpose of advertisement is to influence customers to buy the
products and services of brand due to which the sale and profitability of business increases.
Through advertisement, company can enhance the brand image and also create need for their
products and service. It helps in creating awareness among the audience related to the product
and services (Kaur and Kochar, 2018). The awareness can be created by highlighting the unique
features of the products and brand so that more and more customers can be attracted. In this
competitive environment, it is important for an organisation to focus on advertise their products
with some unique ideas. It helps in grabbing the attention of large number of customers towards
the brand. Advertisement also helps in providing information related to the products so that
consumers can make their purchase decision. It is important for company to provide valuable

information about the products and service including the features and uses. Informing about the
product is important especially when it is introduced in the market. Through proper product
information, customers can make their purchase decision in effective and efficient manner. In
order to promote the product, it is necessary to build the attitude in the minds of the target
audience. There must be favourable attitude of target customers towards the brand so that the
sale and profitability of business increases. With the help of advertisement, company can change
the negative attitude of consumers towards the products and services (Nilssen, Bick and Abratt,
2019). Thus, advertisement helps in reaching to large number of target audience due to which
the brand awareness increases and also company create strong customer base. There are various
objectives of advertisement such as introduce product, introduce brand, acquiring customers,
brand building, positioning the product, increase sale and many others.
As per the perspective of Sama (2019), consumer buying behaviour generally means an
action taken by customers before buying the products and service. It is essential for the
organisation to understand the consumer buying behaviour so that they can know what makes
them to buy the product and services. Through understanding the consumer buying behaviour,
company can make better decision related to their products and services. When company
understand the buying behaviour of customers it helps them to achieve marketing goals in
effective and efficient manner. In today’s competitive world, it becomes important to understand
the buying behaviour of customers so that organisation can satisfy their need and expectation.
There are various benefits which can be availed by the organisation through understanding the
buying behaviour of consumers such as satisfy the need of customers, give new market
opportunities, target market selection, use of efficient resources and many others. Consumer
buying behaviour are mainly of four forms such as complex, dissonance reducing, habitual and
variety seeking. Thus, there are various factors which influence the consumer buying behaviour
such as personal, culture, social, psychological and many others. The buying process of the
consumer mainly includes five steps such as problem recognition, information search, evaluation
of alternatives, purchase decision and post purchase decision (Djafarova and Bowes, 2021).
Thus, consumer buying behaviour creates a great impact on the overall business performance as
by understanding the need and expectation of customers, company can increase their
profitability, market campaigns and also craft new products.

What are the effective advertisement strategies that used by Boots for changing buying
behaviour of customers towards the brand?
As per the viewpoint of Chekima, Chekima and Adis (2020), advertisement strategies
plays an important role in promoting the products and services of brand. It generally includes the
plan for increasing the sale of products and services of company. Through advertisement
strategy, company can attract new customers and also invite existing one for purchasing the
products and services. With the help of advertisement strategy, company can create awareness
among customers about the products and services and also motivate them to purchase. There are
effective advertisement strategies which can be used by the organistaion for changing the buying
behaviour of customers towards the brand. These strategies help in attracting the large number of
customers which leads to increase in customer base.
Identify customer expectations:
Identify customer expectation is one of the effective advertisement strategies that can be
used by the organisation for changing the buying behaviour of customers towards the brand.
Company must focus on conducting the survey of customers so that they can identify their need
and expectations (Dunnan and et. al., 2020). By understanding the need and expectation of
consumers, organisation can know what they are expecting and what’s driving it. It helps in
increasing the sale and profitability of business.
Product comparison:
Product comparison is another advertisement strategy which can be used by the company
in order to change the buying behaviour of consumers towards the brand. It is considered as one
of the effective advertisement strategy which can be used by Boots for influencing consumer
buying behaviour (Su and et. al., 2021). Comparing the products and services with competitors
helps in providing competitive advantage as consumers will gain more information about the
products and services. Customers generally pay proper attention to details in product comparison
as they want best products and services for them to purchase. The comparison of the products is
effective in influencing the purchasing behaviour of consumers.
Celebrity endorsement:
Celebrity endorsement is also an advertisement strategy that can be used by Boots for
changing the consumer buying behaviour. People generally get inspired by the celebrities and
also make purchase decision accordingly. They prefer to purchase the products and services of

the brand which their celebrities use. Celebrity endorsement is an effective advertisement
strategy which can be used by company to make ads more attractive and appealing to its target
customers. This strategy helps in creating positive image of brand due to which the buying
behaviour of consumers can be influenced. Thus, this strategy helps in increasing the
profitability and sale of business by attracting more and more number of target audiences.
Emotional advertisement:
Emotional advertisement is other advertisement strategy which can be used by the
company in changing the consumer buying behaviour. Through this strategy, company can grab
the attention of customers and also create an impact on the consumer buying behaviour.
Generally, customers are emotional they do things if they are inspired by emotions. Emotional
advertisement helps in promoting the products and services in effective and efficient manner
(Zhao and et. al., 2021). Through emotional advertisement, company can manipulate the feelings
of consumers and also creates a great rate of conversion. The ads with emotions help in
attracting large number of people towards the brand and also make product successful.
Engage customers with content:
Engage customers with content is another advertisement strategy that can be used by the
organisation in changing the buying behaviour of customers. Through attractive content,
company can boost the engagement level of customers and also create valuable relationship with
them. Thus, by engaging the customers company can increase the customer base and
profitability of business. It also helps in increasing the demand of the products and services.
How advertisement is important in changing consumer buying behaviour towards Boots?
According to the point of view of Jaeger and Weber (2020) advertisement is referring to
the promotions of the product, services and brand to attract and aware customers towards the
brand, product and services. Advertisement is the term which can be possible in any form such
as by social-media, person to person, television, newspapers, online channels and many more.
Advertisement is so helpful because it is increases the product value and demand as well. It is
the term of marketing that is provide promotion of the product with the help of advertisement. It
is helps to attract the customers towards the services which are provided by the company.
Advertisements is the successful strategy to aware and attract the customers because
advertisement helps to gain the customers attraction and increase the their ability to purchase the
product and brand. It is also known as the promotional messages of the product & services to

build the customers buying behaviour and increase the sale of the product (Büyükdağ, Soysal,
and Kitapci, 2020). in relation to changing the consumer buying behaviour towards the boots,
advertisement is one of the most important part because it is help to aware people's about the
product and services. Advertisement also helps the people to gain knowledge about the product
and services where they can change their mind and purchasing behaviour to purchase the
product. Advertisement is important for Boots because it is the strategy that helps the Boots to
create a attractive advertisement of their product and services to increase the customers
attraction and change their buying behaviour towards the product & services. Advertisement can
increases the productivity and performance of the Boots and promote the company image as
well. Advertisement is important for their brand-awareness that makes the positive impact on the
consumer buying behaviour. With the help of advertisement it is change the consumer's
perception towards the product and services and make them believe that the product is good for
them (Belhassen, Caton, and Vahaba, 2020). advertisement is play a important role within Boots
company where they can easily promotes their product and services to attract the customers.
Boots company can increase their brand image and productivity with the help of advertisement.
It is also increasing the buying behaviour of customers because social-media is a platform that is
most usable platform in current times and it is helps in advertisement. Advertisement is
important because it can be done through by the celebrities which make the positive impact on
the consumers and change their buying behaviour. Advertisement is important because it is
increasing the sale of the product and increase the profitably of overall company which is the
advantage for the Boots. The impact of advertisement on the consumer buying behaviour can
change the overall process it is most powerful platform that promotes the brand and product for
awareness to the people.
As per the view of Noor, Mansoor, and Rabbani (2021) advertisement is play a vital role
in any product & services promotion. Advertisement is the term which can be done through by
celebrities which is helping in positive impact on the consumers. Advertisement can be
displayed by many term such as person to person, television, online marketing, social media
platforms, newspapers, videos, banners, email and many more. It is the term of marketing
because it is promotes the product, brand and services for its awareness, advertisement can
change the consumers buying behaviour and attract them for purchasing the product and
services. Advertisements provides many benefits such as brand-awareness, attraction of people,

changing the buying behaviour of consumers, increase the sale, increases product's demand,
build the consumers trust and many more. In relation to boots, advertisement is important
because it is helps in their brand and product awareness (Zhang, Chang, and Neslin, 2022).
advertisement is important because it is helps to change the consumers buying behaviour by
providing the advertisement with celebrities that makes them believe that the product is good for
them. Advertisement can be displayed or showed by newspapers, television, television, social-
media, email, template and many more which is the strong strategy for promoting the product
and services. It is helps the company to aware more customers and increase their buying
behaviour towards the product. Advertisement also helps in their company's awareness. It is also
helps to improve the productivity and performance of the company. Advertisement increase the
customers attraction towards the product which increase the product sale and its demand. It is
important for the product awareness as well as people awareness (Angeloni, and Rossi, 2021).
Advertisement is important because it is increasing company’s image and reputation as well. It
will help the company's to improve their performance and productivity which makes the better
advertisement on their company. These all importance helps to change the buying behaviour of
customers which increases the sale and productivity of the product. It will also increase the
Boots image and productivity. Advertisement is the one of the important part to promote the
brand and product to increase the awareness of people. Importance of advertisement makes the
company's more effective and efficient. It is also increases the profitability and performance of
the company. For any company or organisation it is necessary to promote their product and
services which can be promote by the advertisements. Advertisement is a very strategic tool
which can be used by everyone and anywhere. It is so helpful for the brand awareness which
attract the customer to purchase the product and services. In relation to Boots, advertisement is
one of the most important and strategic function that is increasing the company's profitability
and promotes its brand and product to attracting more customers towards the services and
product. The overall importance of advertisement within the industry helps to promotes its
health and beauty product to aware more customers and increasing the sale and demand of the
product.

What are the major challenges that would be faced by Boots in the absence of effective
advertisement strategies?
As stated by O'Reilly and et.al., (2020), there are various issues that are faced by the chosen
company when it doesn’t make use of advertisement strategies. The company was not able to
adapt to the new trends as it used to find it difficult to keep up with the constant changes in the
market. Proper tracking cannot be done in order to promote the business. For that proper plan
must be followed to target the desired audience and advertising is the essential process which
helps the chosen company to find the suitable customers and turn them into paying customers
(Li and et.al., 2021). As it is the life-blood of the modern business without the advertisement
strategies the company will not be able to promote its new product in the market. Because
advertisement plays an essential role while launching new product in the market. It can also be
said that advertisement is the main element which is connected with various forms that is social-
media, person to person, newspapers, online platforms and many others. It is directly linked to
elevate the level of sales because the main target of the advertising strategies is to promote more
about the products. The advertisement strategies are one of the best tools which are used in
marketing and advertising. For that various campaigns can be made which will elevate the level
of awareness, desire and interest. In addition to this, that campaigns must be aligned with the
overall marketing targets of the business. With the help of advertisement strategies, the company
will be able to stand out of the competition (Kabaso and Ade-Ibijola, 2020). Without such
strategies the company will not be able to attract the customers as it is required to retain
existing customers and attract new one. As the business continues to grow and expand in the
market so, it is essential for the chosen company to keep up with the advertisement strategies.
When there is an absence of effective advertisement strategies then there will be no clarity in the
strategy. So that they will not be able to attain the desire goals and that will lead to wastage of
time with resources. Furthermore, advertisement strategies are so co-operative because it
upsurges the value and demand of the product as well. It is that term of marketing that is
connected with providing proper promotion of the products with the support of advertisement.
That is why the chosen company makes sure to prioritize the tasks and operations efficiently.
The chosen company will not be able to understand and align with the buyer’s persona. As it is
one of the essential elements to understand the nature of buyers. So that implementation of
proper knowledge in the marketing strategy is one of the biggest task. That is why proper

formulation of advertising strategies are must in order to perform better. The strategies allow the
company to fight with the competition in the market. Proper plans are must as to safeguard its
position in the market from the competitors. With the help of proper advertising the company
will be able to improve its good will. Along with it, it can be said that repeated advertising and
better quality of products leads to bring more reputation in the market and enhances goodwill for
the concern.
According to Tzvetkova (2018), there are various issues involved in the absence of effective
advertisement strategies. Such as it will directly impact the image of the company in the
market because when the chosen company does not target on brand promotion. Then the
consumer’s preference will not be tracked based on the products. Another issue is that the
company will not be able to target the specific customers as it can be seen that effective
product advertising includes proper researching about the targeted market to regulate about the
benefits of the products in order to satisfy their exact needs. Effective advertisement strategies
are one of the best marketing activity through which the potential customers can be reached. In
order to encourage them to buy the products and avail the services offered by the chosen
company (Seo and et.al., 2018). It is known to attract the customers in relation to attract towards
the products and services which are provided by the company. It is served as the best and
successful strategy to aware and attract the customers since advertisement benefits to keep the
customers engaged to purchase the product of the brand. Without such strategies the company
will not be able to build loyal customer base as they will not be getting proper flow of
communication and information about the business. It can be noticed that when the companies
are using advertisement strategies then they will be able to get an advantage over the other
competitors. As there are various ways which can be used by the chosen company to elevate the
level of operations linked with advertisement. Such as digital channels and nowadays the chosen
company has the best alternatives to make use of like social media. Social media helps in
attaining the desired goals through social media platforms. The chosen company should also
encourage the targeted customers by increasing the ways of engagement. It can also be said that
advertising is one of the effective ways to attract consumers during making purchase about the
product or service. Though, it's significant to choice the suitable promotion way based on the
basis of the goals and the present consumer knowledge of the product (Cowan and Ketron,
2019). Advertisement strategies are the essential element in the marketing plan which comprise

of specific actions in order to help in attaining the desired goals. That is why the chosen
company makes use of such strategies to influence the consumer behvaiour to meet the specific
goals. It can also be said that an effective advertising campaign is a must for the business
growth. In order to elevate the level of revenue and to minimalize the expenses to maximize
incomes.

RESEARCH METHODOLOGY
Research methodology is defined as an important part of the dissertation because it helps
in identifying different types of methods that can be used for delivering right and authentic data
on the basis of the selected research topic. Research methodology mainly helps in determining,
choosing, evaluating and processing the information related to research topic effectively. The
chapter related with methodology helps the researcher in checking the reliability and validity of
the collected information from different sources of information (Robson and et. al., 2020). This
chapter helps in clearly defining how the data is collected or generated about the topic and how
the information is evaluated. It helps in providing clear and detailed justification about the
research methods for collecting and analysing information on the topic in an efficient manner.
Some of the research method are defined as under:
Research philosophy
Research philosophy is a significant part of the research methodology which assists in
collecting and interpreting valuable and authentic information related to the research topic
effectively. It is defined as the systematic set of certain principles and beliefs for gathering the
information on the topic (Ramlo, 2020). Research philosophy can be determined as two parts
which are known as positivism and interpretivism philosophies. In carrying out the present
investigation, the investigator has selected interpretivism philosophy. It is mainly based on a
certain principle which states that performs a particular role in acknowledging the social world.
The benefit of selecting interpretivism philosophy is that it helps in collecting and analysing
subjective information related to the topic in a proper manner.
Research approach
Research approach is particularly used for testing the reliability and validity of the
hypothesis that is derived from the collected data. It is a step by step by plan of setting
procedures for gathering and analysing the information for research topic and in making broad
assumptions (Zhang and Xiao, 2020). There are two types of research approaches which are
defined as deductive and inductive. For conducting the present research properly, inductive
approach is selected by the researcher. The reason for selecting inductive approach in the present
research is that it is a organised procedure for evaluating qualitative information in which the
evaluation is supported by particular stated objectives.
Research strategy

Research strategy is also a part of the research methodology that helps in deriving
information for the research topic in an appropriate manner with the use of relevant sources. It is
defined as a step by step action plan that helps in providing direction to the thoughts and efforts
of researcher (Kross and Giust, 2019). Research strategy can be determined in different ways
such as case study, survey, systematic literature review, grounded theory, experimental research,
and many more. For the following research, the researcher has focused on choosing systematic
literature review. Systematic literature review is the in-depth study of the topic so that authentic
and detailed information can be gathered on the topic. The main idea of selecting systematic
literature review is that it helps the researcher in deriving accurate and appropriate information
from the sources and online sites.
Research design
Research design is defined as the systematic framework with suitable methods and
techniques chosen by the investigator for continuing the process of collecting, evaluating and
using specific type of information (Pugna, Duțescu and Stănilă, 2019). Research design can be
classified in three types which are primarily known as descriptive, exploratory and experimental
methods. Exploratory research design method is selected by the investigator in conducting the
present investigation in an effective manner. The reason for selecting exploratory research
design method is that it helps the investigator in describing the information collected from the
sources in a detailed and more elaborative way. This method is quite efficient for the researcher
as it saves money and time on deriving new views and thoughts.
Data collection methods
Data collection is also considered as one of the essential method of research
methodology that is used by the researcher for gathering and identifying information related to
the investigation topic. Data can be collected in two ways and are mainly defined as primary and
secondary methods (Brennen, 2021). In carrying out the current research in an appropriate
manner, the researcher has focused on using secondary data collection method. The main reason
for selecting secondary data collection method in the present research is that it assists in
gathering information for the research topic from different published sources. As this
information is already exists in the universe, the researcher mainly focus on determining the gap
in the published data and how it can be summarised in a better way.
Data collection instruments

Data collection instruments are defined as the main source of collecting information
related to the research topic in a more detailed and effective manner (Moalusi, 2020). There are
various types of data collection instruments that help in assembling data for completing the
research such as questionnaire, interview, books, and many more. In the following research, the
researcher has used secondary sources for collecting information related to the chosen research
topic. Secondary sources are books, magazines, articles, online sites and so on. The reason for
selecting secondary sources by the researcher is that it helps in gathering and interpreting
information on the topic from different authentic and published sources.
Data analysis
Data analysis is that part of the research methodology that helps n measuring and
evaluating the information that is collected by the researcher related to the topic. Data analysis
can be determined in different ways such as thematic analysis, frequency distribution analysis
and so on (Gilad, 2021). For conducting the research in a systematic manner, the researcher has
used thematic analysis in the present carried on research. The reason for using thematic analysis
in the present research is that it helps in gathering detailed or in-depth information about the
research topic in a suitable manner. This helps in developing more understanding related to the
topic and also results in achieving the research aim and objectives in an effective manner.
Time horizon
Time horizon is defined as the relevant framework of time which is used by the
researcher for determining the time needed for collecting data. Time horizon can be determined
in two ways which are known as cross-sectional and longitudinal approaches (Brinia, Poullou
and Panagiotopoulou, 2020). For carrying out the current investigation in a proper manner, the
investigator has focused on using cross-sectional approach. The benefit for selecting cross-
sectional approach in the current investigation is that it helps in dividing the time needed for
accomplishing or completing each activity in the given period of time. This is an cost effective
method that is useful for the researcher in gathering information related to the topic in a more
reliable and efficient manner.
Ethical consideration
While carrying out the research in an appropriate manner, it is important for the
researcher to carry out the research with right approach. For completing the research, the
researcher need to follow all the rules and regulations so that they develop better research on the

particular selected topic. There are different types of values, norms, morale and belief which are
mainly designed to prepare the research report so that they validity and transparency can be
maintained (Cypress, 2019). It is necessary for the researcher to follow the values and ethics so
that they do not hurt any anyone's emotions existing in the society. Some of the main ethics that
they need to follow are integrity, openness, objectivity, respect, honesty to intellectual properly
and so on.
Reliability
Reliability in research mainly defined as the efficient way that helps in checking about
how the data can be tested multiple times for determining better and effective information. If the
research methods are consistent than they produce reliable results with the related research topic
(Leavy, 2020). This helps in maintaining the reliability of the collected data so that accurate and
appropriate information can be acquired by the researcher related to the topic in an effective
manner. High reliability means that they data collected by the researcher from the sources is true
and correct while low reliability means that the gathered data is not collected by using relevant
sources.
Validity
Validity mainly helps in defining about how accurate and useful the research method for
deriving and checking the reliability of data collected by the researcher on the chosen topic. The
main purpose of validity is to ensure that the collected information are replicable or sound and
the selected results are accurate and proper (Bogna, Raineri and Dell, 2020). The main evidence
of validity is to assure the quality and integrity of the measurement instrument used by the
researcher for completing the research in a significant way. Testing the validity of the collected
data is helpful for the researcher because it helps in determining how accurate and correct the
data is on the chosen research topic at the time of completion.
Limitations of the research
At the time conducting the research, the researcher has faced several limitations such as
lack of topic related information, high cost and limited number of resources which makes the
process of research a bit complicated. Another major limitation is collecting data from different
sources which researcher face while carrying out the research in an effective manner and it is
time consuming also.

CHAPTER 4: DATA ANALYSIS
4.1 Introduction
This is the most important chapter in the research report that inspect the raw information in order
to acquire useful information. In the present research thematic analysis method is used by the
investigator to examine the information. This method helps in analysing the secondary
information in right manner as well as data is also presented in themes.
4.2 Thematic analysis
Theme 1: Concept of advertisement and consumer behaviour within UK health and beauty
chain
Interpretation: From the above gathered data using thematic analysis it is being
interpreted that advertisement is the marketing tool that help the company to promote their goods
and services in the market. With the use of advertisement strategy company attract large number
of buyers towards their brand. In recent time it become very necessary for the health and fashion
industry to use the right types of advertisement tool as it helps in targeting the potential customer
towards the brand. The growth of the business also depends how effectively company is using
the advertisement strategy (Терских and Зайцева, 2021). It is also being analysed with the
collected data that advertisement also shape the behaviour and attitude of the company as with
innovative and creative advertisement company is able to influence buyer’s decision making
process. There are different media channels which is used by the Boots plc to attract the
audience some of them are as magazine, social media sites, newspaper etc. with the use of
promotional strategy boots plc is able to build a strong relationship with their customer. In the
brand the marketing managers plays a very crucial role to influence the buyer’s decision
(Begum, 2021). A strong brand awareness is being created by the company in the international
as well as domestic market with the help of advertisement and promotional strategy. The
awareness is being created by the company by highlighting the unique feature of the product
with the help of advertisement. Useful information is also being provided which helps them to
attract large number of customer towards the company.
Apart from that from the collected data it is also analysed that consumer buying
behaviour largely impact the sale of the company. Consumer buying decision means activity or
action undertaken by the buyers before buying any product and service from the market. For

boot plc it is crucial to understand and recognise the buying attitude and behaviour of the
company. This is because it helps the company to design and frame the advertisement strategy in
effective way (Pramastuty, 2019). A proper decision related to the product and service is made
which helps them to attract large numbers of buyers. For boots plc understanding the consumer
buying behaviour helps them to attain the marketing goal in effective and efficient manner. With
proper analysis of their buyers they are satisfying the needs and wants of the buyers in large
manner. In boots plc consumer buying behaviour process also aids the company to know the
four forms of the buyers that are complexity, dissonance reducing, habitually and variety seeking
(Gupta and et. al, 2021). From this they get to know that to sale and promote the product they
need to focus on these form effectively.
Theme 2: Advertisement strategies used by Boots to change the buying behaviour of the
buyers toward the company
Interpretation: With the assemble piece of information from various secondary source it
is discussed that in boot plc company uses various different types of advertisement strategy to
change the buyer’s decision making process and attract them towards the brand (Szmigin and
Piacentini, 2018). With the use of advertisement strategy company gathers large number of data
and then use theses data to promote the product on the market. Some of the advertisement
strategies that is used by boots for buying behaviour are as:
Product comparison strategy: This is the vital advertisement strategy which is used
within boots. This strategy helps the company as through this they try to compare their product
with other brands through advertisement. This helps them to influence the perception of the
buyers in large manner. Boot plc compare the product of their company with the competitor’s
product and then see what advertisement strategy they adopt (Tyagi, 2018). On the basis of this
they make their advertisement strategy and promote good in the market. This is strategy that
help the buyers to pay attention to the detail and then compare the product.
Celebrity endorsement: Another effective strategy that is used by the boot plc is
celebrity endorsement. In this approach they endorse famous personality and then with the help
of them promote the product in the market. In recent time this strategy helps the company in
large manner as today’s era is social media era. Buyer make buying decision as per the celebrity
they follow. The followers of the celebrity get inspired by the person and then make their buying
decision. For example, Boot UK partners with Laura Whitmore to promote biggest beauty trend.

This helps them to attract large number of female audience toward the brand as a positive image
is being created that largely influences the buyers. This came out to be the most effective
promotional strategy for Boot in comparison to other advertisement approach (Fuciu and
Dragomir, 2021).
Emotional advertisement: This is the other vital strategy that is used by the Boot in
which they advertise the product by linking the message and video with the emotions of the
people. This helps the company to change the buyer’s decision of the customer and get
emotional attracted towards the brand (East and et. al, 2021). This approach is used by the
organisation as buyers gets emotional attach when they see some advertisement which matches
with their feelings and this influence them to purchase the product of the company. Through this
they also manipulate the feelings of the buyers and increases their conversion rate.
Content engagement: This is that marketing strategy in which Boot plc design effective
content with their buyers. With attractive content they boost the engagement level of the buyers
and create valuable relationship with the consumer. This strategy helps the company to influence
buyers in large manner (Chae and et. al, 2020).

Theme 3: How advertisement is important in changing consumer buying behaviour towards
Boots?
From the above mentioned literature review, it has been discussed that advertisement
means the promotion of the goods and service or the brand for attracting large number of
customers towards their brand. Many kind of advertisement methods such as person to person,
newspaper, television, online channel and many more helps Boots to promote their products and
service in effective manner (Hamouda, 2018). Through advertisement, Boots can increase value
and demand of their products and service in competitive market. It is most important for the
Boots company as it helps them to make their customers aware about the benefits, prices,
ingredients, quality, product quantity, product packaging, product testimonial and so on. It is an
successful strategy that not only attract large number of customers but also helps in making them
aware about their benefits while using them. It help company to gain attraction of customers as
well as increase their ability in order to purchase their product and service. It also help them to
build customer buying behaviour towards their brand as it makes people aware about the product
and services. Advertisement enable people to gain knowledge regarding particular products and
service and then make decision regarding purchases. Advertisement is a crucial element that help
Boots to create an effective promotion strategy for their products and service that increase
customer attraction as well as change their buying behaviour towards their brand. It is beneficial
in increasing the performance and productivity of the company as well as promote their brand
image. Advertisement increases the brand awareness of Boots that create positive impact of the
buying behaviour of customers and influenced them to make purchases from their brand. By the
development of latest technologies advertisement become more effective and play a very
important role in changing buying behaviour of customers (Chen and Yao, 2018). Social media
is one of the digital technology that allows company to create two way communication with
customers. Through this, Boots are able to promote their product and service in all over the
world as well as communicate their customers in order to solve their queries regarding their
products and services. It leads change in buying behaviour of customers towards their brand and
influenced them make purchases towards their brand. Within social media platform several types
of advertisement strategies involved such as influencer marketing, content marketing, paid media
and so on, that helps Boots to promote their products and services in excellent way and attract
large number of customers (Trivedi and Sama, 2020). These advertisement strategies also create
1

positive impact on customer's buying behaviour. It makes customers aware about the products
and services, arousing their interest as well as creating desire to make purchases from the brand.
It is important for the Boots to focus on creating effective promotional strategy in order to attract
large number of customers and change their buying behaviour towards their brand.
Theme 4: The major challenges that would be faced by Boots in the absence of effective
advertisement strategies
From the above literature review, it has been outlined that there are many issues which
may faces by Boots when it fail in using effective advertisement strategies for promoting their
goods and services. The first challenge that Boots may face is inability in adapting the new
trends. Without effective advertisement strategies it is difficult for the company in order to keep
with the constant changes in competitive market and tracking about their marketing performance.
Customers preferences and tastes are changes rapidly and if the company is unable to adapt
constant changes then they cannot survive long-term in the market. To deal with this challenge
properly, Boots is required to follow proper plan that help in finding suitable customers as well
as turn them into their paying customers (Myers West, 2018). Another challenge that Boots face
due to the absence of effective marketing strategies in their business is inability in promoting
new products in the market. It is because, today's business environment is very competitive and
every companies are focusing on using effective marketing strategies in order to promote their
products and service in the market and if Boots fails in using effective strategy they cannot
promote their products and service in the market. There are various of kinds of advertisement
forms such as newspapers, social-media, online platforms, person to person and so on that help
company to promote their products and service in the market. Due to inability in promoting new
products in market, the sales of the company is also reduced which also create difficulty for
Boots to operate their business in smooth manner. Effective marketing strategies are not only
help company to promote their products and service in market but also help in elevating the level
of desire, awareness and interest of customers towards the brand (Kumar, 2018). These
marketing strategies are aligned with the overall market targets of the company as well as make
them able in order to stand out of the competition. Due to the absence of these strategies, Boots
is unable to attract large number of customers towards their brand. Retention of new and existing
customers are important for the success of the company. Absence of effective marketing
strategies create difficulty for the Boots to attain the desire goals and leads wastage of time and
2

resources in the organisation as well as may decline their success. An effective marketing
strategy is so cooperative as it upsurges the demand and value of the products. Thus company
need to focus on using effective marketing strategy in order to promote their products and
service in successful manner (Hsieh and Wu, 2019). It helps in gaining attraction of large
number of customers towards their brand. It ensure Boots to prioritise the tasks and operations in
efficient manner. It also provide ability to the company in order to understand and align with the
persona of buyers in order to make them influenced to make their purchases from their brand.
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.
Recommendations
As per the above report, it has been recommended to respective organisation are discussed
below:
It is crucial for boots plc to use effective promotional strategy as it is helpful in building a
strong relationship with their customer. In the brand the marketing managers plays a very crucial
role to influence the buyer’s decision. A strong brand awareness is being created by the company
in the international as well as domestic market with the help of advertisement and promotional
strategy. Some of the suggested strategies are Product comparison strategy, this is the vital
advertisement strategy which is used within boots. This strategy helps the company as through
this they try to compare their product with other brands through advertisement. This helps them
to influence the perception of the buyers in large manner. Boot plc compare the product of their
company with the competitor’s product and then see what advertisement strategy they adopt. On
the basis of this they make their advertisement strategy and promote good in the market. This is
strategy that help the buyers to pay attention to the detail and then compare the product.
3

Celebrity endorsement, the another effective strategy that is used by the boot plc is celebrity
endorsement. In this approach they endorse famous personality and then with the help of them
promote the product in the market. In recent time this strategy helps the company in large
manner as today’s era is social media era. Buyer make buying decision as per the celebrity they
follow. The followers of the celebrity get inspired by the person and then make their buying
decision. For example, Boot UK partners with Laura Whitmore to promote biggest beauty trend.
Furthermore, it has been also recommended to Boot plc to apply effective marketing strategies as
these are not only help company to promote their products and service in market but also help in
elevating the level of desire, awareness and interest of customers towards the brand. These
marketing strategies are aligned with the overall market targets of the company as well as make
them able in order to stand out of the competition.
Conclusion
As per the above report, it has been concluded that advertisement plays an important role
in influencing the consumer buying behaviour in UK health and beauty retail chain. Moreover,
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. Additionally, customer buying behaviour play crucial role as action which is taken by
the consumer before taking any decision related with buying any product or service. It 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.
In addition to this, it has been also concluded 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 customer. The issue which can be faced by the organisation is
related with not retaining existing customers and attracting the new one. there are various issues
that are faced by the chosen company when it doesn’t make use of advertisement strategies. The
company was not able to adapt to the new trends as it used to find it difficult to keep up with the
constant changes in the market. Proper tracking cannot be done in order to promote the business.
As it is the life-blood of the modern business without the advertisement strategies the company
4

will not be able to promote its new product in the market. there are various issues involved in the
absence of effective advertisement strategies. Such as it will directly impact the image of the
company, not be able to target the specific, not be able to build loyal customer base.. Apart from
this, Research methodology is performed as it mainly helps in determining, choosing, evaluating
and processing the information related to research topic effectively. The chapter related with
methodology helps the researcher in checking the reliability and validity of the collected
information from different sources of information. Also, it helps in clearly defining how the data
is collected or generated about the topic and how the information is evaluated. It helps in
providing clear and detailed justification about the research methods for collecting and analysing
information on the topic in an efficient manner. Herein, Secondary sources by the researcher are
that it helps in gathering and interpreting information on the topic from different authentic and
published sources. Along with this, thematic analysis method is used by the investigator to
examine the information. This method helps in analysing the secondary information in right
manner as well as data is also presented in themes.
5

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