Advertising's Influence: Consumer Behavior in UK Fashion at John Lewis

This report investigates the influence of advertising on consumer buying behavior within the UK fashion industry, focusing on John Lewis Plc. It identifies advertisement techniques used by the company, such as social media marketing, traditional marketing, and multi-channel strategies. The rese...Read More

Research Project
(Influence of advertising on consumer behaviour
towards UK fashion industry)

Table of Contents
INTRODUCTION...........................................................................................................................3
Research aim................................................................................................................................3
Research objectives.....................................................................................................................3
Research question........................................................................................................................3
Value of research.........................................................................................................................4
Literature Review............................................................................................................................4
Types of advertisement techniques used by John Lewis Plc for attracting customers................4
Influence of advertising on consumer buying behaviour towards John Lewis Plc.....................5
Challenges faced by John Lewis Plc while influencing consumers towards the brand...............5
Ways that John Lewis Plc could be used for overcoming challenges associated with
influencing consumers towards the brand...................................................................................6
Main Findings..................................................................................................................................7
Research Philosophy....................................................................................................................7
Research Approach......................................................................................................................7
Research Strategy........................................................................................................................7
Research Choice..........................................................................................................................7
Research Time Horizon...............................................................................................................7
Research Techniques and Procedures..........................................................................................8
Sampling......................................................................................................................................8
Questionnaire and frequency table..............................................................................................8
Data analysis and interpretation...................................................................................................9
Conclusions, Evaluations and Recommendations.........................................................................14
References......................................................................................................................................16
Appendix........................................................................................................................................16

INTRODUCTION
Advertisement is a marketing activity which is used by the companies to promote their
product in the market. This is one of the vital marketing process which helps in attracting the
customer towards the brands and increase their sales. An effective advertisement can influence
the consumer buying behaviour in greater sense. Consumer buying behaviour can be defined as a
set of action that is performed by buyers before buying any goods and services (Nash, 2019). In
recent time were the king of the market is consumer, it becomes very importation for the
companies to shift their focus on advertisement. Innovative and creatives ideas need to be
developed so that they can change the attitude of buyers towards their brand in positive way. To
identify the impact of advertisement in changing the consumer behaviour the chosen organisation
is John Lewis Plc. The company was founded in 1864 by John Sedan Lewis and is one of the
leading British company. Headquarter of the brand was established in Westminster, England,
United Kingdom. The product that were sold by them are Clothing, Jewellery, Cosmetics, Beds
and beddings, food and beverages and many more. In terms of sales the company is on number
three position in UK market.
Research aim
“To identify the influence of advertising on consumer buying behaviour towards UK
fashion industry: A study on John Lewis Plc”.
Research objectives
 To identify the types of advertisement techniques used by John Lewis Plc for attracting
customers.
 To determine the influence of advertising on consumer buying behaviour towards John
Lewis Plc.
 To identify the challenges faced by John Lewis Plc while influencing consumers towards
the brand.
 To examine the ways that John Lewis Plc could be used for overcoming challenges
associated with influencing consumers towards the brand.
Research question
 What are the types of advertisement techniques used by John Lewis Plc for attracting
customers?

 What is the influence of advertising on consumer buying behaviour towards John Lewis
Plc?
 What are the challenges faced by John Lewis Plc while influencing consumers towards
the brand?
 What are the ways that John Lewis Plc could be used for overcoming challenges
associated with influencing consumers towards the brand?
Value of research
The present research holds a great value as it will help in gaining more insight about the
selected topic. The detailed information on how advertisement influence the consumer buying
behaviour will be obtained that can encourage various stakeholder to know the importance of
advertisement. This investigation will be helpful for organisation, scholars, employee,
researcher, customer and many more. The researcher will use this investigator as their base
which can help them to conduct further researcher by using this as foundation. In respect to the
scholar it will assist them to enhance their knowledge so that they can develop their academic
skills (Clube and Tennant, 2020). The marketing managers use this investigation as they will get
to know about various advertisement strategies and ways that can be effectively used to influence
the behaviour of buyers. This research is also valuable as it will help in designing innovative
advertisement approach in more effective and efficient manner.
Literature Review
Types of advertisement techniques used by John Lewis Plc for attracting customers
According to Thomas, 2020, there are several types of advertisement techniques used by
John Lewis Plc for attracting customers. Social media marketing is one of the type of
advertisement used by the company for attracting customers. John Lewis Plc uses the digital
marketing in the form of social media marketing so that they can have a wider reach toward the
customers. It also helps in saving the time and cost while implementing the advertisement post or
campaigns. There are various types of social media sites such as Facebook and YouTube along
with the Instagram and many more. It provides the good return on investment to the company in
a more productive manner. Traditional marketing is an another type of advertisement used by the
firm for attracting customers. John Lewis Plc uses the physical type of advertisement as well so
that they can connect and direct interact with the customers. This has helped the company in

gaining the direct attention of the customers with instant feedback and convincing or influencing
strategies as well. It also has a good return on investment but it is time and cost consuming in
nature. Therefore, this type of advertising is less preferred by the firm. Multi-channel strategy is
also an another type of advertisement used by the enterprise for attracting customers. John Lewis
Plc is using this type on a vast basis because it is not based on only one channel or platform but it
is based on the more than one platforms so that the attention form the customers can be gained
from different channels but not only from single platform.
Influence of advertising on consumer buying behaviour towards John Lewis Plc
According to Stringer, Mortimer and Payne, 2020, there are several strategies and impact
of influencing advertisement on consumer buying behaviour towards John Lewis Plc. Creating
emotional connection is one of the influencing strategy of advertising on consumer buying
behaviour towards company. This is because as per the research most of the people make
decisions emotionally by rather than being practical. This strategy has proven as one of the most
powerful influencing tactic which is adopted by the company. Using attractive content is an
another influencing strategy of advertising on consumer buying behaviour towards company.
This is because most of the people got attracted towards the qualitative content delivered to
market in order to influence them and also to make run the advertisement campaigns as well.
Company has used this strategy and got good return and larger sales and productivity as well.
Targeting the sites most used by the target customers is also an another influencing strategy of
advertising on consumer buying behaviour towards company. This is because there are various
online sites which are used by the customers either for shopping or for the entertainment.
Therefore, company has chosen this strategy to target each and every customer who are on the
popular sites so that maximum reach can be done of the products and services of the firm. This
influencing power by John Lewis Plc has benefitted in its organizational performance.
Challenges faced by John Lewis Plc while influencing consumers towards the brand
According to Gazzola, Pavione, Pezzetti and Grechi, 2020, there are various challenges
faced by John Lewis Plc while influencing consumers towards the brand. Identification of
customers across channels is one of challenge faced by the firm while influencing consumers
towards the brand. John Lewis Plc has a specific target market which are highly distributed
among various channels and platforms. Therefore, it is difficult for the firm to recognise and
identify that where they can get the target market and on which platform is mostly used by them.

It highly requires the in depth market research for the same. Tracking performance matrix
accurately is an another challenge faced by the firm while influencing consumers towards the
brand. John Lewis Plc has a good and strategic tools for measuring the performances but this is
the major challenge suffered by the firm that it was becoming difficult for the firm to track the
performance matric across different channels and platforms. Mapping the customers journey is
also an another challenge faced by the firm while influencing consumers towards the brand. John
Lewis Plc is facing the problem in accurate mapping of the customer’s entire journey from
purchasing of the product to the after sales servicing as well. It is difficult to identify the
customers on different platforms so as a result mapping of the journey becomes hard for the
organization.
Ways that John Lewis Plc could be used for overcoming challenges associated with influencing
consumers towards the brand
According to Lee and Xu, 2020, there are various strategies to overcome the challenges faced by
John Lewis Plc while influencing consumers towards the brand. Increment in engagement is one
of the strategy to overcome the challenge associated with influencing consumers towards the
brand. John Lewis Plc must develop and build up the strategies in order to increase the
engagement and communication flow between the company and the customers so that the
interaction level can be enhanced and improved for overcoming the challenges of influences in
advertising. Conducting in depth market research is an another strategy to overcome the
challenge associated with influencing consumers towards the brand. John Lewis Plc must plan
for the system review of data of the customers which can be done by conducting the in depth
market research with the help of interviews or surveys so that data analysis can be performed in
order to have the strategic decision making and for the future considerations as well. Streamlined
campaign is also an another strategy to overcome the challenge associated with influencing
consumers towards the brand. It is important for the firm to hire some of the professional’s
techniques to render the streamlined campaigns so that the quality and the attractive content
could be delivered which further helps in the customer journey mapping and also the support in
the performance tracking as well and also aids to recognise the customers across different
channels.

Main Findings
Research Philosophy
There are total four types of research philosophy. Such as positivism and realism along
with the Interpretivism and pragmatism. The current research has chosen the pragmatism type of
research philosophy. This is because it is based on the concept of theories and observations
which relates with the problem solving behaviours of the research topic (Snyder, 2019).
Research Approach
There are total two types of research approach. Such as deductive and inductive. The
current research has chosen the inductive type of research approach. This is because it is based
on the concept of different pattern and sets of observations with proper explanations of the
research topic (Pandey and Pandey, 2021).
Research Strategy
There are total seven types of research strategies. Such as experiment and survey along
with the case study and action research. Moreover, grounded theory and ethnography and also
the archival research. The current research has chosen the survey type of research strategy. This
is because it is based on the concept of collection of the people’s opinions in a real time basis
(Nayak and Singh, 2021).
Research Choice
There are total three types of research choices. Such as mono method and mixed method
along with the multi method. The current research has chosen the mixed method type of research
choice. This is because it is based on the concept of both qualitative and quantitative methods in
the form of questionnaire and literature review (Willmott, 2020).
Research Time Horizon
There are total two types of research time horizon. Such as cross sectional and
longitudinal. The current research has chosen the cross sectional type of research time horizon.
This is because it is based on the concept of short term of time period undertaken to conduct the
entire investigation (Mukherjee, 2019).

Research Techniques and Procedures
There are total two types of research techniques and procedures. Such as primary and
secondary. The current research has chosen both the type of research techniques and procedures.
This is because it is based on the concept of direct collection (survey: questionnaire) as well as
the indirect collection (Books, journals, articles and internet) of data (Hoon and Singh, 2019).
Sampling
Sampling is defined as the process of analysis in a statistical manner in which the several
number of observations are considered in order to gain the different opinions. Simple random
sampling type is used in the current research. Total number of observations taken are 50
respondents who will respond to the survey by answering the questions with the help of
questionnaire (Al-Ababneh, 2020).
Questionnaire and frequency table
1. According to you, which type of advertisement technique is
most effective for the organization?
Frequency
a. Social Media marketing 25
b. Traditional Marketing 10
c. Multi Channel Strategy 15
2. What can be the strategies of influencing the consumer in its
buying behaviour towards company?
Frequency
a. Creating emotional connection 10
b. Using attractive content 25
c. Targeting the sites most used by the target customers 15
3. According to you, what can be the challenges faced by the firm
while influencing consumers towards the brand?
Frequency
a. Identification of the customer across channels 15
b. Tracking performance matrix accurately 10
c. Mapping the customers journey 25

4. What can be the says that company could used for overcoming
challenges associated with influencing consumers towards the
brand?
Frequency
a. Increasing engagement 25
b. Conducting in depth market research 15
c. Streamlined campaigns 10
5. According to you, frequent change in the strategies is important
for gaining more attention from the customer?
Frequency
a. Yes 30
b. No 10
c. May Be 10
Data analysis and interpretation
1. According to you, which type of advertisement technique is most
effective for the organization?
Frequency
a. Social Media marketing 25
b. Traditional Marketing 10
c. Multi Channel Strategy 15

Interpretation: It is interpreted that 25 respondents are saying that social media media
marketing is the most effective type of advertisement technique for the organisation. 10
respondents are saying traditional marketing is the most effective one and 15 respondents are
saying multi channel strategy.
2. What can be the strategies of influencing the consumer in its buying
behaviour towards company?
Frequency
a. Creating emotional connection 10
b. Using attractive content 25
c. Targeting the sites most used by the target customers 15

Interpretation: It is interpreted that 10 respondents are saying that creating emotional
connection can be strategy of influencing the consumer in its buying behaviour towards
company. 25 respondents are saying using attractive content can be the strategy and 15
respondents are saying targeting the sites most used by the target customers can be the strategy.
3. According to you, what can be the challenges faced by the firm while
influencing consumers towards the brand?
Frequency
a. Identification of the customer across channels 15
b. Tracking performance matrix accurately 10
c. Mapping the customers journey 25

Interpretation: It is interpreted that 15 respondents are saying that identification of the
customer across channels can be the challenge faced by the firm while influencing the
consumers towards the brand. 10 respondents are saying tracking performance matrix accurately
can be the challenge and 25 respondents are saying mapping the customers journey can be the
challenge.
4. What can be the says that company could used for overcoming
challenges associated with influencing consumers towards the brand?
Frequency
a. Increasing engagement 25
b. Conducting in depth market research 15
c. Streamlined campaigns 10

Interpretation: It is interpreted that 25 respondents are saying that increasing engagement can
help in overcoming challenges associated with influencing customers towards the brand. 15
respondents are saying conducting in depth market research can be the overcoming of challenge
and 10 respondents are saying streamlines campaigns can be the overcoming of the challenge.
5. According to you, frequent change in the strategies is important for
gaining more attention from the customer?
Frequency
a. Yes 30
b. No 10
c. May Be 10

Interpretation: It is interpreted that 30 respondents are saying that there must be the frequent
change in the strategies for gaining more attention form the customers. 10 respondents are
saying no and 10 respondents are confused about it.
Conclusions, Evaluations and Recommendations
It is concluded that influence of advertising on consumer behaviour is an important concept
to learn and study so that its applications can be applied in the real world organizations. This is
because advertising is one of the most broader concept through which he company is bale to
create awareness about their products and services while promotion it on various platforms.
Further, it is also crucial to understand the behaviour of the consumer so that advertising can be
more effective and efficient in nature. Therefore, it is important to analyse the types of
advertisement techniques used by enterprise for attracting customers. It is essential to examine
the influence of advertising on consumer buying behaviour towards the firm. It is necessary to
determine the challenges faced by company while influencing consumers towards the brand. It is
significant to gain the knowledge about ways that an organization could be used for overcoming
challenges associated with influencing consumers towards the brand. Hence, the above
discussion covers all such areas in order to better understand the conception of the research topic.
According to the questionnaire and the opinions gathered, it is recommended that the
company must adopt the social media marketing type of advertisement technique which is most
effective for the organization. Moreover, it is suggested that the firm must also use the attractive

content strategy of influencing the consumer in its buying behaviour towards company.
Furthermore, it is also recommended that mapping the customers journey is the greatest
challenge faced by the firm while influencing consumers towards the brand. Additionally, it is
also suggested that the organization must focus on the increment in engagement strategy to
overcome challenges associated with influencing consumers towards the brand with frequent
change in the strategies for gaining more attention from the customer.

References
Al-Ababneh, M.M., 2020. Linking ontology, epistemology and research methodology. Science &
Philosophy, 8(1), pp.75-91.
Clube, R.K. and Tennant, M., 2020. Exploring garment rental as a sustainable business model in
the fashion industry: Does contamination impact the consumption experience?. Journal
of Consumer Behaviour, 19(4), pp.359-370.
Gazzola, P., Pavione, E., Pezzetti, R. and Grechi, D., 2020. Trends in the fashion industry. The
perception of sustainability and circular economy: A gender/generation quantitative
approach. Sustainability, 12(7), p.2809.
Hoon, T.S. and Singh, P., 2019. A Practice in a Research Methodology Class. Asian Journal of
University Education, 15(3), pp.45-53.
Lee, H. and Xu, Y., 2020. Classification of virtual fitting room technologies in the fashion
industry: from the perspective of consumer experience. International journal of fashion
design, technology and education, 13(1), pp.1-10.
Mukherjee, S.P., 2019. A guide to research methodology: An overview of research problems,
tasks and methods. CRC Press.
Nash, J., 2019. Exploring how social media platforms influence fashion consumer decisions in
the UK retail sector. Journal of Fashion Marketing and Management: An International
Journal.
Nayak, J.K. and Singh, P., 2021. Fundamentals of research methodology problems and
prospects. SSDN Publishers & Distributors.
Pandey, P. and Pandey, M.M., 2021. Research methodology tools and techniques. Bridge Center.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of business research, 104, pp.333-339.
Stringer, T., Mortimer, G. and Payne, A.R., 2020. Do ethical concerns and personal values
influence the purchase intention of fast-fashion clothing?. Journal of Fashion Marketing
and Management: An International Journal.
Thomas, K., 2020. Cultures of sustainability in the fashion industry. Fashion Theory, 24(5),
pp.715-742.
Willmott, H., 2020. On research methodology. The Journal of Organization and Discourse, 1(1),
pp.1-4.
Appendix
1. According to you, which type of advertisement technique is most effective for the
organization?
a. Social Media marketing
b. Traditional Marketing
c. Multi Channel Strategy
2. What can be the strategies of influencing the consumer in its buying behaviour towards

company?
a. Creating emotional connection
b. Using attractive content
c. Targeting the sites most used by the target customers
3. According to you, what can be the challenges faced by the firm while influencing
consumers towards the brand?
a. Identification of the customer across channels
b. Tracking performance matrix accurately
c. mapping the customers journey
4. What can be the says that company could used for overcoming challenges associated
with influencing consumers towards the brand?
a. Increasing engagement
b. Conducting in depth market research
c. Streamlined campaigns
5. According to you, frequent change in the strategies is important for gaining more
attention from the customer?
a. Yes
b. No
c. May Be