A study on Marks and Spencer | Assignment

RESEARCH
PROJECT

ABSTRACT
Globalisation is the process of interaction and integration among people, companies and
government worldwide. Juts because of advancements in technologies in transportation and
communication, globalisation has reached to the highest growth. Aim of To determine how
international brands impact on social attitude in fashion industry. A study on Marks and Spencer.
Research methodologies used are qualitative research approach, interpretivism philosophy,
descriptive research design, probability sampling, primary and secondary data collection
methods, qualitative method for analysis of data. The impact of international brands on social
attitudes in fashion industry is determined in this research study. With the increased global
interaction's comes the growth of international trade, ideas and culture. It is also identified that
organisations dealing in the fashion industry, globalisation has leads to tremendous benefits
along with various challenges.

TABLE OF CONTENTS
ABSTRACT ....................................................................................................................................2
PART 2............................................................................................................................................1
TOPIC:.............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
RESEARCH METHODOLOGY.....................................................................................................2
Introduction............................................................................................................................2
Research Approach.................................................................................................................2
Research Philosophy..............................................................................................................2
Research Design.....................................................................................................................3
Sampling.................................................................................................................................3
Data Collection.......................................................................................................................4
Data Analysis..........................................................................................................................4
Research Limitation................................................................................................................4
Ethical Consideration.............................................................................................................5
RESULTS & FINDINGS................................................................................................................6
DISCUSSION................................................................................................................................15
.......................................................................................................................................................18
RECOMMENDATION.................................................................................................................18
REFLECTION..............................................................................................................................18
RECOMMENDATION FOR ALTERNATIVE RESEARCH METHODOLOGY......................19
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

PART 2
TOPIC:
“To determine how international brands impact on social attitude in fashion industry. A
study on Marks and Spencer”
INTRODUCTION
Globalisation is the process of interaction and integration among people, companies and
government worldwide. Juts because of advancements in technologies in transportation and
communication, globalisation has reached to the highest growth. With the increased global
interaction's growth of international trade, ideas and culture is increased. In context to the
organisation dealing in the fashion industry, globalisation has lead to enormous benefits along
with various challenges (Schivinski and Dabrowski, 2016). This present research paper is context
with Marks and Spencer which is recognised as one of the best fashion retail sector in United
Kingdom. Further, this research will include appropriate analytical tools to analyse research
finding and data. Moreover, recommendation will also be provided by researcher to company on
expansion of business by overcoming the challenges. In the last section, scholar will reflect on
the effectiveness of research methods applied for meeting objectives of the business research
project.
Research Aim:
“To determine how international brands impact on social attitude in fashion industry. A
study on M&S”
Research Objectives:
 To identify the effect of fashion industries on changing attitude of customers.
 To ascertain the challenges faced by M&S due to changing behaviour of consumers in
international retail market.
 To determine strategies that need to be adopted by M&S to deal with challenges staying
competitive at fashion industry.
Research Questions:
 How to identify the effect of fashion industries on changing attitude of customers?
 What are the challenges faced by M&S due to changing behaviour of consumers in
international retail market ?
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 Which strategies are needed to be adopted by M&S to deal with challenges staying
competitive at fashion industry?
RESEARCH METHODOLOGY
Introduction
Research Methodology is a systematic way to solve the research problems. It is a science
of studying how research is done scientifically. Research is the logical and systematic search for
new and useful information on a particular topic. In this present chapter of research
methodology, researcher has used various methodologies in order to reach the aims and
objectives of research in a desired manner,
Research Approach
Research approaches are very important part when researcher decide to conduct study on
any topic of the study. These are the plan and procedure for research that span the steps from
assumptions to detailed methods of data collection, analysis and interpretation. In addition to
this, it provides a scientific plan and process to solve the research problems. There are two main
approaches used to study the research problems which are Quantitative and Qualitative.
Qualitative approach refers to the primarily exploratory research which is used to gain
underlying opinions and motivations (Mackey and Gass, 2015). It helps to develop an idea or
hypothesis for quantitative research. Quantitative research approach is a way of generating
numerical data which can be converted into usable statistic. In quantitative research approach,
the structure of data is more recognised and strict in comparison to qualitative research approach.
In this preset research, scholar has used, qualitative research approach because it is cost
and time effective methods to collect, analyse and interpret the research outcomes. Thus, with
the use of qualitative approach, scholar effectively and efficiently determine how international
brands Marks and Spencer impact on social attitude in fashion industry.
Research Philosophy
Research philosophy is a belief about the way in which data about a phenomenon should
be gathered, analysed and interpreted. There are mainly two types of research philosophies
which are positivism and interpretivism. Positivism Philosophy is based on natural phenomenon
so that information derived from sensory experience, interpreted through logical and reason and
form the exclusive sources of all certain knowledge (Silverman, 2016). Whereas Interpretivism
philosophy integrates the interest of human into the study. In this present research, scholar has
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used interpretivism philosophy as scholar has considered the views and interest of humans in
solving the research questions. Thus, with the use of interpretivism philosophy, scholar
effectively and efficiently determine how international brands Marks and Spencer impact on
social attitude in fashion industry.
Research Design
Research design is the most critical part of the study. It is a plan to answer the research
question and to solve the research problems in a detailed manner. Research design and research
method are different but they are closely related to each other. It is because research design
ensured that the data obtain will help to answer the research question more efficiently. There are
mainly two types of research design which are experimental and descriptive (Taylor, Bogdan and
DeVault, 2015). Methods which involves describing and observing the behaviour of the subject
is called as descriptive research design.
In this present research, scholar has used descriptive research design method as it is most
appropriate method when research study is based on qualitative method. Thus, with the use of
descriptive research design scholar effectively and efficiently determine how international brands
Marks and Spencer impact on social attitude in fashion industry.
Sampling
Qualitative research essentially required sampling technique. It is the process to divide
the large sample into small group or divisions. It is fact that, researcher face issues of cost,
money and time, so it is not possible to study the large sample. Thus, scholar select the group of
sample or divide the large population in small group is called as sampling. It makes the activities
of study convenient and manageable for the researcher (Flick, 2015). The challenging task of
sampling is that scholar have to select the most suitable sample so that reliability of study is
maintained. Probability and Non- Probability sampling are two types of sampling technique..
Methods in which respondents have equal chance for being selected in sample is called as
Probability sampling. Whereas, when respondents does not have equal chances to be selected in
sample is called as Non- Probability Sampling.
In this present research, scholar has used probability sampling where 30 customers of
Marks and Spencer will be selected as sample size. Thus, with the use of probability sampling
scholar effectively and efficiently determine how international brands Marks and Spencer impact
on social attitude in fashion industry.
3

Data Collection
Research without data collection is incomplete, useless and meaningless. It is very
important to collect the data from authentic sources. Data collection is the process to collect the
data from various authentic sources and methods. There are two methods of data collection
which are primary and secondary. When researcher collected the data from his/her own efforts, is
called primary methods. On the other hand, when researcher collect the data form any other
sources is called as secondary method. Example of primary data are questionnaire, survey, force
group, observation, interview etc. and examples of secondary data are articles, blogs, books,
journals etc. In this present research, scholar has used to collect data from both primary and
secondary sources (Alvesson and Sköldberg, 2017). Researcher has formulated questionnaire
which contain number of questions related to mentioned topic where respondents provides their
own views. On the other hand, secondary research are conducted for literature review to address
the objectives.
Data Analysis
Data without its analysis is useless and meaningless. It is very important to evaluate the
data when it is collected. When data is collected by the scholar, it is raw in form, so in order to
make them useful and meaningful, the process of data analysis is conducted. There are two
methods for collecting the data which are quantitative and qualitative. In Qualitative analysis,
scholar used interviews, focus group, survey etc. on the other hand, Quantitative analysis
includes critically examining as well as interpretation of numbers or figures along with efforts to
find rationale behind the beginning of principal findings where SPSS, Microsoft Access and
Spreadsheet is used (Quinlan and et.al., 2019).
In this present research, researcher has used qualitative data for analysing the data in
more suitable way. Thematic analysis has been done in order to interpret the data in very useful
manner. Researcher has prepared charts, tables and graph to present the data.
Research Limitation
Research limitation are those which are not control by the researcher in any manner.
There are many limitations which are not controlled by the researcher. Limitations places
restriction on the conclusion along with methodology and are not control by scholar. Research
has face several limitations which are as follows-
4

Cost Limitation- Researcher has to face shortcoming in cost because of optimum cost
and resources. Scholars have to make a plan for which they have to make there expenses. In this
present research, in data collection, cost tends to increasing which cannot be control by scholar
because it is very important to reach conclusion of the research (Smith, 2015).
Time Limitation- It is very essential that researcher should have to complete the study
on time because of time boundations. In this present research, scholar has less time that affect the
research study, as investigator could have study the research in deep but it is not possible
because of time issue.
Ethical Consideration
This is last part of research methodology but rank first in research pyramids because of
its importance. Ethics are necessary part of the research study. These are the norms, laws, rules
and standards that make it difference in what is right and wrong (Humphries, 2017). In this
present research, scholar has followed all the ethics and norms which are required to study the
research wrong are as follows-
 All the information collected are informed consent.
 Researcher has collected data from most suitable and authentic sources.
 Any exaggerations and deception about the aims and objectives of the
investigation are avoided by the researcher.
 Researcher has considered the privacy and security of data collected from
respondents.
 Scholar has taken permission for accessing all the websites to collect the
information.
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RESULTS & FINDINGS
Primary Method
Questionnaire
Name:
Age:
Gender:
1) From how long, you are purchasing the products and services of Marks and Spencer?
 1 to 3 years
 3 to 6 years
 6 to 8 years
2) Do you think entry of fashion industries impact on social behaviour of people?
 Yes
 No
 Not Sure
3) Do you think customers have now become brand conscious?
 Yes
 No
 Not Sure
4) Is changing behaviour of customers affect sales performance of fashion industries in positive
way?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
5) What are the main challenges M&S face due to entrance of international brands in same
marketplace?
 Changing behaviour of customers
 Decreasing sales performance
 Remain competitive at marketplace
6

6) What are the opportunities people gain with emergence of global organisations?
 Get a range of fashionable products
 Purchase products on desirable rates
 Improving living standardisation
7) Which is the most essential factor that M&S needs to concern while developing strategies?
 Promote Brand
 Maintain competitive edge
 Foster customer relationship
8) What are the main strategies that makes M&S to remain competitive at marketplace?
 Creating innovation in business as per latest trends
 Promoting business in international marketplace
 Dynamic Organisational Policies
9) Are you satisfied with fashionable products offered by M&S in international marketplace?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
10) Provide some recommendation to M&S to improve and enhance its sales performance, to
remain competitive at international marketplace.
…............
Theme 1: Majority of customers are using the products and services of Marks and Spencer for
3 to 6 years.
PARTICULARS RESPONDENTS
1 to 3 years 8
3 to 6 years 14
6 to 8 years 6
7

Theme 2: Entry of fashion industries impact on social behaviour of people.
PARTICULARS RESPONDENTS
Yes 18
No 6
Not Sure 4
Theme 3:Maximum customers are now become brand conscious.
PARTICULARS RESPONDENTS
Yes 15
8
Yes
No
Not Sure
0 2 4 6 8 10 12 14 16 18
RESPONDENTS

No 9
Not Sure 6
Theme 4: Changing behaviour of customers affect sales performance of fashion industries in
positive way.
PARTICULARS RESPONDENTS
Highly Agree 9
Agree 6
Neutral 3
Highly Disagree 8
Disagree 4
9
Yes
No
Not Sure

Theme 5: Changing behaviour of customers is main challenges M&S face due to entrance of
International brands in same marketplace.
PARTICULARS RESPONDENTS
Changing behaviour of customers 16
Decreasing sales performance 9
Remain competitive at marketplace 5
10
Highly Agree
Agree
Neutral
Highly Disagree
Disagree
0
1
2
3
4
5
6
7
8
9
RESPONDENTS

Theme 6: Improving living standardisation is the most essential factor that M&S needs to
concern while developing strategies.
PARTICULARS RESPONDENTS
Highly Agree 9
Agree 6
Neutral 3
Highly Disagree 8
Disagree 4
11
Changing behaviour
of customers
Decreasing sales
performance
Remain competitive
at marketplace

Theme 7: Maintain competitive edge is the most essential factor that M&S needs to concern
while developing strategies.
PARTICULARS RESPONDENTS
Promote Brand 11
Maintain competitive edge 14
Foster customer relationship 5
12
Highly Agree
Agree
Neutral
Highly Disagree
Disagree
0
1
2
3
4
5
6
7
8
9
RESPONDENTS

Theme 8: Creating innovation in business as per latest trends is the main strategies that makes
M&S to remain competitive at marketplace.
PARTICULARS RESPONDENTS
Creating innovation in business as per latest
trends
15
Promoting business in international
marketplace
8
Dynamic Organisational Policies 7
13
Promote Brand
Maintain competitive edge
Foster customer relationship
0 2 4 6 8 10 12 14
RESPONDENTS

Theme 9: Maximum customers are satisfied with fashionable products offered by M&S in
international marketplace
PARTICULARS RESPONDENTS
Highly Agree 9
Agree 6
Neutral 2
Highly Disagree 8
Disagree 5
14
Creating innovation in
business as per latest
trends
Promoting business in
international marketplace
Dynamic Organisational
Policies

DISCUSSION
Theme 1: Majority of customers are using the products and services of Marks and Spencer for
3 to 6 years.
Interpretation: The above primary research conducted from 30 customers of Marks and Spencer
and it is discovered that company is maintaining long term relationship with there customers.
There are 14 customers who are very loyal with organisation as they are connected with the
company for 3 to 6 years. They said that they are highly addicted and satisfied with the products
and services of M&S. 8 customers are connected with the company for 1 to 3 years. 6 customers
are purchasing the product and services for firm last 6 to 8 years.
Theme 2: Entry of fashion industries impact on social behaviour of people.
Interpretation: The above primary research conducted from 30 customers of Marks and Spencer
and it is discovered that entry of fashion industry impact on social behaviour of people as 18
respondents are agreed. They said that just because of fashion industry, people become highly
fashionable as well as it has improved the living standard of people that changes the social
behaviour of people. They also said that it becomes the platform for interaction which influence
the social behaviour. On the other hand, 6 people are not agrees as they said that social behaviour
does not have any link with the fashion industry. They also said that people behave with their
own traits not by fashion. Only 4 people are confused as they do not have specific answer.
15
Highly Agree
Agree
Neutral
Highly Disagree
Disagree

Theme 3:Maximum customers are now become brand conscious.
Interpretation: The above primary research conducted from 30 customers of Marks and Spencer
and it is discovered that maximum customers are now become brand conscious as 15 respondents
are agreed. They said that just because of self-esteem that change their behaviour of people. On
the other hand, 9 customers are disagreed as they said that only high income group people prefer
branded products, average income group are not brand-holic. Only 6 customers were there who
are confused and does not have suitable answer.
Theme 4: Changing behaviour of customers affect sales performance of fashion industries in
positive way.
Interpretation: The above primary research conducted from 30 customers of Marks and Spencer
and it is discovered that changing behaviour of customers affects sales performance of fashion
industry in positive way as 9 customers are highly agreed. They said that technology like social
media has dramatic effects on the buying behaviour which creates incredible opportunities for
organisation to attract customers by using these advance technologies and increase the sales
performance of company. 6 respondents are also supporting with the same reason. On the other
hand, 8 customers are highly disagreed as they said that changing behaviour of customers affects
the sales performance in negative way. They said that it becomes very costly for company to re-
plan the strategies and methods in order to make the customers satisfied. 4 people are also not
supporting with the same reason. Only 3 participants are neutral.
Theme 5: Changing behaviour of customers is main challenges M&S face due to entrance of
International brands in same marketplace.
Interpretation: The above primary research conducted from 30 customers of Marks and
Spencer and it is discovered that change behaviour of customers is the main challenge that M&S
face due to entrance of international brands in same marketplace as said by 16 respondents. They
said that is very costly affair for company to comply with rapid changing behaviour of
customers. 9 participants said that M&S is facing trouble as the sales is continuously decreasing
because of many reason like threat of competition. Remaining five customers are committing
that it is very challenging task for M&S to remain competitive at marketplace.
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Theme 6: Improving living standardisation is the most essential factor that M&S needs to
concern while developing strategies.
Interpretation: The above primary research conducted from 30 customers of Marks and
Spencer and it is discovered that improving living standardisation is the most essential factor that
company needs to concern while developing strategies as 9 respondents are highly agreed. They
said that living standard of people are highly depends on fashion industries so it is very important
to consider. 6 customers are supporting with the same reason. On the other hand, 8 participants
are not supporting as they are highly disagreed. They said that living standard depends on
income of people not on fashion industry. 4 customers are also not supporting with the same
reason. Remaining 3 customers does not have any proper answer.
Theme 7: Maintain competitive edge is the most essential factor that M&S needs to concern
while developing strategies.
Interpretation: The above primary research conducted from 30 customers of Marks and Spencer
and it is discovered that maintaining competitive edge is the major factor that needs to be
consider while developing strategies and it is very important as 14 participants are highly agreed.
They said that because of cut-throat competition it is very essential to maintain competitive edge
to sustain in the marketplace. 11 respondents said, M&S have to make strategies in the
promotion of brand because customers are highly attracted towards the advertisement. On the
other hand, 5 customers said that company should focus on fostering customer relationship as
they said that loyal customers are the backbone of the company.
Theme 8: Creating innovation in business as per latest trends is the main strategies that makes
M&S to remain competitive at marketplace.
Interpretation: The above primary research conducted from 30 customers of Marks and Spencer
and it is discovered that creating innovation in business as per latest trends is the main strategies
that makes M&S to remain competition at marketplace as said by 15 respondents. They said that
innovation is the backbone to remain competitive in the marketplace. 8 customers said make the
strategies to promote the brand in international market is the main strategy of M&S in order to
raise the sales and market share of the company. The brand positioning of company will also
increase by promoting brand in global market. 7 customers said that dynamic organisational
policies is the fundamental strategy of M&S.
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Theme 9: Maximum customers are satisfied with fashionable products offered by M&S in
international marketplace
Interpretation: The above primary research conducted from 30 customers of Marks and Spencer
and it is discovered that maximum customers are satisfied with fashionable product offered by
company as 9 customers are highly agreed. They said that the quality along with price both
factors are satisfactory for the customers. 6 participants said that they are also supporting with
the same reason. On the other hand, 8 customers are highly disagreed as they said that M&S is
not able to satisfy its customers. They do not provide offers and sales discounts which is the
primary need of customers. 5 participants are also not supporting as they said that quality is the
main issue of company. Remaining 2 customers are neutral as they do not have specific answer.
RECOMMENDATION
From the above analysis, it is identified and various recommend are provided by
researcher which are as follows-
M&S should focus on their loyal customers because they are key people of company.
They should give first priority to loyal customers and then to potential customers.
M&S should provide products and services for both high income group people and
average income group so that both type of income level group will be satisfied and keep
connected (Phau, Teah and Chuah, 2015).
M&S should also focus on promoting business in international marketplace so that the
market share, sales and probability increases.
Further, they should also emphasis on online marketing and selling because customers
are highly attracted towards new technologies like social media etc.
REFLECTION
While reflecting on the experience of writing a thesis, I came to the realization that I truly
enjoyed this process. In this present research, I have learned many things which will be very
helpful for me to raise my skills and knowledge on the topic of globalisation which is the main
subject of this research. In this study I have learned how international brands impact on social
attitude in fashion industry. Fashion industry is one of the fasted growing as well as very
challenging sector in the world. In conducting this research, I feel very pleasure because this is
one my interested topic, as I am very concerned about the fashion, styles in my life. I have
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learned that how fashion industry cope with the demands and expectations of customers in order
to make them satisfies as well as to maintain competitive edge in the marketplace. I am the type
of person who is always ready to lean and acquire new things and knowledge. In completing the
entire research, I faced several difficulties in two areas which are formulating aims and
objectives and in data collection.
As we all know that, globalisation is very broad topic which becomes very difficult to
reach the conclusion, so in order to make the research study successful, I have decided to narrow
down the aims and objectives that automatically reflect the meaning of globalisation (Valaei and
Nikhashemi, 2017). In addition to this, data collection is the most interesting but I have the most
challenging task in entire research. I had to face negligence of respondent and questions were
raised on authenticity of information as well. Finally, with overcoming these difficulties I have
collected data and solve the research question. Moreover, another interesting and most worth part
of the research is selection of the best suitable and appropriate research methods to solve the
research problem. Overall, I literally feel that this present study has been both enjoyable and
valuable experience for me that makes me confident that I can do more research in the future.
And last, I very confident that my research will be very useful and reliable for both corporate and
academic sectors.
RECOMMENDATION FOR ALTERNATIVE RESEARCH
METHODOLOGY
In this present research, scholar has used several types of research methodologies to reach
the aims and objectives and to solve the research problems. All the methods which are selected
are best but researcher have various option to use another. For instance, researcher has used
qualitative research approach which is very good but scholar could use qualitative approach. This
is because the result or outcomes of quantitative are most authentic and reliable than qualitative
method (Wiek and Lang, 2016). Quantitative result are never present bias result. Further,
researcher has used interpretivism philosophy in order to solve the research question but scholar
could use positivism philosophy as it is most appropriate and suitable quantitative approach as
well as it has well-defined structure. Positive philosophy is more reliable and objective as
compare to Interpretivism philosophy. In terms of research design, scholar has used descriptive
method, but investigator could use experimental research design as the findings are more
practical and authentic from this research design. In addition to this, researcher could also
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conduct interviews to collect the data as it is cost and time effective techniques as compare to
survey. Finally, in data analysis methods scholar has used thematic analysis but investigator
could use SPSS tool in order to make the research study more reliable, valid and authentic.
Quantitative methods allows broader study and the results are easy to measure and it is clearly
shown through objective data (Vagle, 2018).
CONCLUSION
The above study comes to the conclusion that fashion industry is influenced by
globalisation in both positive and negative way. The impact of international brands on social
attitudes in fashion industry is determined in this research study. With the increased global
interaction's comes the growth of international trade, ideas and culture. It is also identified that
organisations dealing in the fashion industry, globalisation has leads to tremendous benefits
along with various challenges. In order to overcome the challenges, organisation makes
strategies to sustain in the competitive environment. It is also very important to maintain
competitive edge which is most essential factor organisations in fashion industry needs to
concern while developing strategies. In the globalised world, innovation also plays a vital role in
maintaining competitive edge in the marketplace as well as to raise the customer experience.
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REFERENCES
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Humphries, B., 2017. Re-thinking social research: anti-discriminatory approaches in research
methodology. Routledge.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Phau, I., Teah, M. and Chuah, J., 2015. Consumer attitudes towards luxury fashion apparel made
in sweatshops. Journal of Fashion Marketing and Management, 19(2), pp.169-187.
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South
Western Cengage.
Roy, S., Sethuraman, R. and Saran, R., 2016. The effect of demographic and personality
characteristics on fashion shopping proneness: A study of the Indian market. International
Journal of Retail & Distribution Management, 44(4), pp.426-447.
Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on consumer
perceptions of brands. Journal of Marketing Communications, 22(2), pp.189-214.
Silverman, D. ed., 2016. Qualitative research. Sage.
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Vagle, M.D., 2018. Crafting phenomenological research. Routledge.
Valaei, N. and Nikhashemi, S.R., 2017. Generation Y consumers’ buying behaviour in fashion
apparel industry: a moderation analysis. Journal of Fashion Marketing and Management:
An International Journal, 21(4), pp.523-543.
Wiek, A. and Lang, D.J., 2016. Transformational sustainability research methodology.
In Sustainability Science (pp. 31-41). Springer, Dordrecht.
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