Analysis of Customer Base Growth for Burberry Retail Sector

This report examines the challenges of increasing Burberry's customer base to drive overall business growth within the retail sector. It begins with an executive summary, introduction, background, rationale, and significance of the study. The report outlines aims, objectives, and research questions, followed by an extensive literature review that explores the concept of customer base, methods for customer acquisition, and the relationship between customer base and business growth. The research methodology details the research type, approach, philosophy, data collection methods, sampling techniques, data analysis procedures, ethical considerations, and limitations. A timeline for the research activities is also provided. The report concludes with a comprehensive list of references, offering a thorough analysis of the topic and providing valuable insights into customer base management and business expansion strategies within the luxury retail industry. This report is designed to help businesses understand their customer base and improve customer retention.

Research Methodology

Executive summary
In this report it has discussed that the business problem which is increasing customer base in
order to grow the business. For this purpose aims and objective are made. Literature review is
done in order to understand complete theory and research methods and timeline has analysed.

TABLE OF CONTENT
Introduction......................................................................................................................................1
Background..................................................................................................................................1
Rationale......................................................................................................................................2
Significance.................................................................................................................................2
Literature review..............................................................................................................................2
Concept of customer base............................................................................................................2
Methods of increasing customer base in the company................................................................3
Association between customer base and growth of the business................................................4
Research methodology.....................................................................................................................5
Research type...............................................................................................................................5
Research approach.......................................................................................................................6
Research philosophy....................................................................................................................6
Data collection.............................................................................................................................6
Sampling......................................................................................................................................7
Data analysis................................................................................................................................7
Ethics...........................................................................................................................................8
Reliability and validity................................................................................................................8
Research limitations.....................................................................................................................8
Timeline...........................................................................................................................................8
REFERENCES..............................................................................................................................10

Topic: to identify the problem in increasing customer base for the overall growth of business in
retail sector. A study on Burberry.
Introduction
Background
Research methodology means methods through which the research can be done. There are
many methods via which research can be conducted. Research can be done through qualitative
method and quantitative method. In simple language research methodology is the particular
technique which is used to find, process and evaluate the information regarding the topic. In the
research methodology plays vital role because it helps to analyse validity and reliability of the
study. The methodology mainly clears two concept which are from where the data is collected
and how it was evaluated. Research methods means that how the study will be designed by the
researcher so that reliable results can get which is helpful in addressing research aims and
objectives.
research methodology will tell that which method is used for the research. If researcher
will adopt effective methodology than that will be helpful in collecting effective finding. It can
be said that research methods is the main thing in the research, as that will guide that how the
research will be conducted. Burberry is the multinational company. This company is famous for
its good quality of products. Its product portfolio include clothing, footwear, sunglasses,
perfumes, bags, jewelleries etc. It is the luxury brand so company is able to generate good
revenue with more sales. Company have it’s headquarter in England. It is the fashion company
which have its branch in many other countries.
Company manufacture products for men, women and kids. Its customers are satisfied
because they are providing them products of latest fashion. The aim of company is they will
never compromise on fashion and quality. This study will discuss aims and objectives along with
the rationale and significance of the subject. Report will evaluate literature review through which
each theme will be discussed carefully. This report will also shed light on research methodology
and the on the timeline for various activities.
Aim
The aim behind the current study is to assess the problem in increasing customer base for the
overall growth of business on Burberry.
Objectives
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 To develop understanding about the concept of customer base.
 To identify methods of increasing customer base in the company.
 To analyse association between customer base and growth of the business.
 To recommend effectual strategy for increasing customer base in Burberry.
Research questions
 What is the concept of customer base?
 What are the methods of increasing customer base for company?
 What is the association between customer base and growth of the business?
 What are the recommendations for increasing customer base?
Rationale
The main problem in the research is to identify the issue what is there in increasing the customer
base. This will be the problem because to find out the exact issue is not easy. As every customer
have different issues. So these issues are addressed with the help of thematic perception test
technique. As this technique will be helpful to mitigate the issue.
Significance
This research will be helpful for the same industry which is the retail industry. As it will help
them when they will plan to increase their customer base. The research will also be helpful to the
scholars who will do research on the similar topic in the future. They will get some idea or they
can refer this research before conducting their own research. Research will also build inductive
thinking and does not always promote logical thinking. The importance of the research is
continuously increasing because it helps many parties. Research is the practice which is
encouraged in every time.
Literature review
Concept of customer base
According to Kumar, (2018) customer base means the group of customer who buy goods
and services from the company. Company should value their customers. Customers are helpful
for increasing revenue to the company. The target market of the business is its customers only. It
is also said that customers are the god to the business as without customers business cannot
imagine to run. The work of company is to manufacture goods and services for the end users and
the end users are the customers only. In order to survive in the market, company have to
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understand the behaviour of customers. Behaviour is understood by conducting market research
or through past experience.
If company wants to increase their growth than they have to make their customer base
strong. Every and any business start their business with no customer base as the business have to
build its customer base. As business starts with the view of getting good customer base which
will helpful in smooth running of the business. Customers will get attracted with business via its
products and services which are developed by it. Dewnarain, Ramkissoon and Mavondo, (2019)
said that customers who are satisfied with the products and services of the company became its
regular customers. Company should have make good relations with customers. Regular
customers will be helpful in bringing new customers.
This is the procedure which builds the customer base. In simple words customer base is the
customers of the business who purchases items from the business in return of money. It is often
seen that start up business target those customers which belongs to low income group. For such
customers business manufacture goods which are low in cost. Business in the starting target such
customer group because there are wide population which belongs to low income group as
compare to those population who have high income group.
Methods of increasing customer base in the company.
As per the views of Fargnoli and et.al., (2018) increasing customer base is important and
there are any such methods for it. As it enhances customer satisfaction. Customer base can be
increased by asking feedbacks from the customers. Every company should have build the habit
to ask feedbacks from their potential customers. As feedbacks will help company to make
improvements in those areas where improvement is required. Customers opinion matters,
because it will help company to grow. Whether business is operating offline or online. Every
business should ask their customers for the feedbacks. customer will also feel happy and valued,
if company will ask their opinions.
This will also help company in increasing sales because customer likes to purchase goods
from such company which listens to them. Another method is maintain good customer support
services. Once the goods are purchased by the customer, they will expect effective customer
service. As customer does not return to those companies which do not give good customer
service. All customers are important for the business whether it is their first time customer or the
customer who has given order for the tenth time. Company should value and treat their every
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customer with respect. Respect should be given by the company to those customer also who is
purchasing goods of small value. As satisfied customer will bring more customers for the
company by telling its friends and family which will help company in getting more sales.
Laaksonen, (2020) evaluated that in order to increase the customer base company must have
work on the content of their website. Site content should be fresh and meaningful as it will be
helpful in attracting customers.
they can also use artificial intelligence. As it is said that informative content brings more
visitors on the website of the company. Content must be kept fresh only if company publish blog
which contain current business news, where discounts are highlighted and more information
about the industry in which the company is operating. If the content is fresh than it can be easily
found in the search engine. Promotion of business via social media also increase customer base.
Social media platforms which are facebook, instagram, twitter etc help to get more customers.
Company should share information on their social media handles regarding their new product
launch, new campaign or creating new content. In order to grow the customer base, company
have to provide respect and value to their potential customers. Offering new letter can also be
helpful. It is free and every size of business whether it is large or small business, they can afford
it. Offering free newsletter from the company indicates that company have the intention to
provide free information to the customers.
Association between customer base and growth of the business
Leninkumar, (2017) stated that there is direct relation between customer base and
company’s growth. As when customer base will increase than automatically growth of the
company will also increase. Customer base will increase if they will have trust on company and
along with customer base it will also increase customer loyalty. As customer will buy products
which will increase sales of the company and help company in generating good revenue. When
company is able to make good profits than definitely they will grow. In this competitive world,
majority of the companies is adopting the technique in order to become more customer centric so
that is why they invest money and time for the customer relationship management (CRM) system
so that they can manage their customers effectively. The objective of CRM is to retain and
encourage so that they can repurchase and customer loyalty can be increased. Research have
shown that trust and security enhances customer relations. If business wants to facilitate its
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growth then they have to understand its potential customers needs and wants. company can
increase its customer base through interacting with them.
Interact with customers so that to know their demand because if company will manufacture
such goods which is demanded by customers than that will increase their sales and also growth
of the company. It will also lead enterprise to become the successful enterprise. As when
business will plan for growth than first think which came in the mind of the owner is the
customer base. More customer will denote more growth of the business. Soltani and et.al., (2018)
said that customer satisfaction also plays vital role because when the customer will become
satisfy than they will contribute in the growth of the company by purchasing its products and
services. Good relations with customers will improve company’s performance and help to get
increased sale. Satisfied customers will develop loyalty amongst them.
In order to growth business sales and marketing technique also plays important role. As
through marketing technique company will attract customers to make purchase. Long term
business growth and success is based on their customer base. Good and large customer base with
help business to survive for long term in the market. It is will also help company to increase its
market share. Creating and managing customer base is not easy and it is challenging but once it
is created than no one can stop business to grow.
Research methodology
Research type
It refers to the manner into which the research will be conducted. It is of two types which is
qualitative type and quantitative type. Qualitative research type means where the data is taken
from open ended communication. It does not include numerical and figures. The reason for
designing this method is to know the behaviour of the target audience with the reference to the
specific subject. There are many types through which the qualitative research can be conducted
like through in depth interview, current analysis, focus group, case study etc. It can be said that
the result which is obtained from the qualitative method is more in detail and also can be
interpreted easily.
Quantitative research type means the systematic study which is used to collect the quantity data
which is got from statistical or mathematical technique. From the existing customers, this
research gathers the data through online survey, questionnaires etc. In the current investigation
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qualitative research type will be used. As customer base is the theoretical topic and can be easily
addressed by using this technique.
Research approach
It is consider as the plan for the research which takes the researcher from the assumptions to the
data collection methods, after that evaluate and interpret also. The plan includes many decisions
and they cannot be taken in the random manner (Litosseliti, 2018). Decisions include that what
approach should be chosen in the research. It is of two types which is inductive approach and
deductive approach. Inductive approach means when research collects the data which is relevant
as per his or her interest.
In the data researcher make the pattern and make theory so that patterns can be explained. It is
applied in the qualitative research. Deductive research approach refers to form the set of
hypothesis which is required in the research. This approach generalise from general to specific.
The data which collected in this research is used to check hypothesis based on the existing
theory. This current research will be done through inductive research approach. As in this
particular research no hypothesis have to be to tested so the research can be effectively addressed
from this technique.
Research philosophy
It is called as the belief under which the data is collected, evaluated and used. There are two
philosophies which are interpretivism and positivism. Interpretivism research philosophy means
the researcher who will interpret the determinants of the study. This will show the interest of
human in the investigation (Coe and et.al., 2021). This philosophy assumes that reality can be
only get via social connections like language, shared meanings etc. Positivism research
philosophy says that factual knowledge can be taken via observations which can be done
through measuring the trust. In this research, research role is to collect data and interpret them.
The current study will be conducted through Interpretivism research philosophy because
customer base on business growth can be easily explained through this tool.
Data collection
It refers to collect the data so that can be used to complete the research. Data can be collected
through two ways which are through primary research and through secondary research. Primary
research is called as the first hand research. As the researchers under this research directly gather
data and does not depend on the existing data. It is carried out by the analyst to address specific
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problem which require deep study. The advantage of this research is it is conducted only by
taking specific issue into the consideration in order to obtain the related solutions. Primary data
can be collected through interviews, online surveys, observations etc. Secondary data is the data
which is collected by the primary user.
It is collected from the available source (Secondary Data., 2020). These data is cost effective
and more easily available. It saves time and efforts of the researcher. In the current research
primary research will be conducting through questionnaire and secondary research will be
conducted through literature review.
Sampling
It means that when from the wide population a sample is collected. In research sampling means
group or items which are obtained from large population for the purpose of measurement. The
sample is considered as the population representative. Sampling can be done through two manner
which are simple random sampling and non random sampling. random sampling means in which
each and every individual from the population gets equal chance for selection. This technique is
also called as the unbiased technique. As every individual gets turn for the selection.
non random sampling is the sampling technique where the selection of the samples are on the
basis of factors and not chosen randomly. This technique is called the biased because under this
samples are selected by researcher as per his wish and does not given equal chance to the
individual for the selection (Cypress, 2018). In this current study simple random technique will
be chosen and 20 employees of Burberry will be selected randomly and given questionnaire to
them.
Data analysis
Data analysis is done after data collection. It means that form the whole data extracting those
information which will be used in the research and which is relevant. It can be done through two
methods which are thematic perception test technique and SPSS. Thematic test technique means
the psychological test which forms the ambiguous picture of the individual which will reveal
their motives and also the manner they look at the world.
Statistical package for social science (SPSS) is the software which is used for the quantitative
research. This software helps to get numerical data in the research which is more accurate and
reliable. In this current research it will be conducted through thematic test technique as the
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subject of increasing customer base is the theory topic and this technique will be best to address
such topic. Through this technique research will be conducted effectively.
Ethics
Ethical practice is properly considered while doing this research. In order to maintain ethics
reference list is attached at the end of the research (Esser and Vliegenthart, 2017). Consent forms
will also be made filled by the participants who will participate in the survey so that it will
portray that participants are willingly participated in this and no one is forcing them to
participate.
Reliability and validity
To ensure the reliability aspect copyright data will be used and to ensure the validity aspect latest
sources will used for gathering data and information will used as it is as no modification will
made into that.
Research limitations
Major limitation of the research is time, money and resources. Due to lack of time and money
software like SPSS will not be used because the usage of software require time and money and
both these things are limited in this research. To mitigate this thematic perception test technique
will be used as it is find that this is the theoretical topic and which can be addressed through this.
There are also no easy transportation is valuable. As because of constraint fund researcher face
problem in meeting people as for meeting the people he needs to travel.
Timeline
Activities 1 2 3 4 5 6 7 8 9 10 11 12
Topic selection
Aims and objectives
Preparing proposal
Literature review
Evaluate sources
Research methods
Designing
questionnaire
Data collection
Data analysis
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Concluding findings
Recommendations
Feedbacks from tutor
submission
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REFERENCES
Book and Journal
Coe, R. and et.al., 2021. Research methods and methodologies in education. Sage.
Cypress, B., 2018. Qualitative research methods: A phenomenological focus. Dimensions of
Critical Care Nursing. 37(6). pp.302-309.
Dewnarain, S., Ramkissoon, H. and Mavondo, F., 2019. Social customer relationship
management: An integrated conceptual framework. Journal of Hospitality Marketing &
Management. 28(2). pp.172-188.
Esser, F. and Vliegenthart, R., 2017. Comparative research methods. The international
encyclopedia of communication research methods, pp.1-22.
Fargnoli, M. and et.al., 2018. Product service-systems implementation: A customized framework
to enhance sustainability and customer satisfaction. Journal of Cleaner Production. 188.
pp.387-401.
Kumar, V., 2018. A theory of customer valuation: Concepts, metrics, strategy, and
implementation. Journal of Marketing. 82(1). pp.1-19.
Laaksonen, A., 2020. The use of artificial intelligence in customer relationship management.
Leninkumar, V., 2017. The relationship between customer satisfaction and customer trust on
customer loyalty. International Journal of Academic Research in Business and Social
Sciences. 7(4). pp.450-465.
Litosseliti, L. ed., 2018. Research methods in linguistics. Bloomsbury Publishing.
Soltani, Z. and et.al., 2018. The impact of the customer relationship management on the
organization performance. The Journal of High Technology Management Research. 29(2).
pp.237-246.
Online
Secondary Data., 2020. [Online]. Available through: <
https://www.managementstudyguide.com/secondary_data.htm>
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