Consumer Buying Behaviour and Advertising: A Dissertation on Boots UK

This dissertation investigates the effectiveness of advertisements on consumer buying behavior within Boots, a leading health and beauty retail chain in the UK. It explores the concept of advertisements and consumer behavior, examines the specific advertising strategies employed by Boots, determines the importance of advertising in influencing consumer choices, and evaluates the challenges Boots might face without effective advertising. The research employs a qualitative approach, utilizing literature review and thematic analysis to gather and interpret data. The study is structured into five chapters: introduction, literature review, research methodology, data analysis, and conclusion with recommendations, providing a comprehensive overview of the relationship between advertising and consumer behavior in the context of Boots UK.

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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