Current Trends in Consumer Behaviour and Advertising: M&S

This report investigates the current trends in consumer behavior as they relate to advertising, with a specific focus on Marks & Spencer (M&S). The study explores the objectives, methodology, findings, and conclusions regarding the impact of advertising on consumer choices. The report uses qualitative research methods, including surveys and thematic analysis, to examine the relationship between advertising and consumer behavior. Key themes include the impact of shopping experiences, the needs of businesses in advertising, challenges faced by M&S, the importance of consumer behavior in advertising, and the impacts of advertising practices on consumer loyalty. The findings suggest that consumer shopping experience is a key factor influenced by advertising. The report concludes that adopting effective advertising practices enhances consumer loyalty towards products and services, providing valuable insights into marketing strategies and consumer behavior.

Current trends in consumer
behaviour in relation to
advertising

Table of Contents
TITLE:.............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW ...............................................................................................................1
RESEARCH QUESTION................................................................................................................2
METHODOLOGY..........................................................................................................................2
FINDING AND ANALYSIS...........................................................................................................3
CONCLUSION................................................................................................................................8
APPENDIX .....................................................................................................................................9

TITLE:
Current trends in consumer behaviour in relation to advertising.
INTRODUCTION
The consumer behaviour is concerned with all views of buying behaviour from post
purchase actions through to post purchase consumption, evaluation and disposal actions.
Advertising convert people to purchase the goods (Fowler and Thomas, 2015). Advertising is the
communication, public relation and persuasion procedure. It reaches through channels of
communication referred as medium.
Aims:
“To determine the current trends in advertising on the consumer behaviour- A study on
M&S.”
Objective:
 To examine the concept of advertisement and consumer behaviour.
 To identify the relationship between advertisement and consumer behaviour.
 To analysis the impact of advertisement and consumer behaviour on the performance of
M&S.
 To recommend the advertisement strategies for the M&S.
LITERATURE REVIEW
According to that Szmigin and Piacentini, (2018) Advertising is the strong
communication force and wider marketing tool aiding to sell products, services, images and
thoughts via channels of data and communication. It is the largely visible unit in the society. It is
the important to the success of any kind of business and industry. Advertising convert people to
purchase the goods. Advertising is the communication, public relation and persuasion procedure.
It reaches through channels of communication referred as medium.
As per the view of Dessart, Veloutsou and Morgan-Thomas, (2015) Consumer behaviour
is the study of ways of individual consumers, group and companies select, purchase, utilize and
dispose thoughts, products and services to satisfy their requirement and wants. It means that
activity of the customers in the marketplace. The consumer behaviour is concerned with all
views of buying behaviour from post purchase actions through to post purchase consumption,
evaluation and disposal actions.

In order to that Dootson and eta.l., (2016) Advertisement play important role in making
an image of good in the minds of consumers. The ads must touch the hearts of the end users for
them to purchase the goods. Advertisement is very essential which is related to consumer buying
decisions which help to satisfy the needs and wants of consumers. Through advertisement,
consumers are more purchased all kinds of products or brand which help to raise profits and
productivity of firm.
In this context Schivinski, Christodoulides and Dabrowski, (2016) If the company adopt
the different advertisement media which help to improve the consumer behaviour towards their
company, because nowadays many of the consumers are preferred shopping through
advertisement. With the help of it, improve the behaviour of customers in relation to increase the
sales of firm.
As per the view of Fowler and Thomas, (2015)There are many advertisement strategies
such as determine the objectives, find target audience, test ad campaigns, try low cost advertising
option which is followed by company for promoting the goods and services in the marketplace.
RESEARCH QUESTION
 What are concept of advertisement and consumer behaviour?
 What are relationship between advertisement and consumer behaviour?
 What are impacts of advertisement and consumer behaviour on the performance of
M&S?
 What are recommendation for advertisement strategies for the M&S.
METHODOLOGY
Research type:
There are two types of research such as quantitative and qualitative. Research will be
used the qualitative research in which theories, surveys involved. With this research, investigator
attain the result in relation to achieve the objectives and aims of study (Schivinski,
Christodoulides and Dabrowski, 2016).
Research design:
Research design means to overall strategy which select to incorporate the various
components of research in effective manner. There are two kinds of research design like

descriptive and exploratory design. Investigator will be utilised descriptive research design for
achieving the aims and objectives (Dootson and eta.l., 2016).
Research approach:
Research approach is the program and process which consists of the stages of wide
assumptions to detailed methods of data collection and interpretation. There are mainly two
research approaches like deductive and inductive. Research will be utilised the inductive
research approach which contributes to the emergence of new theories and generalization. With
this, achieve aims and objectives of research (Dessart, Veloutsou and Morgan-Thomas, 2015).
Data collection:
Data collection is the procedure of gathering data from all the relevant sources to
discover answer to the research problems. There are two methods such as primary and secondary
source. Researcher collect data from the questionnaire which is involved in qualitative methods.
Data analysis:
It is the procedure of evaluating the information utilising reasoning to examine each
element of info provided. Research will be utilised the thematic analysis for achieving the aims
and objectives of research (Szmigin and Piacentini,7 2018).
Sampling
Research will utilise simple random sampling in the study. They will gather data from 10
respondents for achieving the aims and objectives of research.
FINDING AND ANALYSIS
Theme 1: Current trends impacting the consumer behaviour
Option Respondents
Changes in fashion trends 3
People want best shopping experience 5
Customers go ahead brands 2
Total 10

Interpretation: From the above graph, it can be interpreted that most of the people want to
shopping experience which impact by advertisement on consumer behaviour.
Theme 2: Major needs and requirement of business
Option Respondents
To give information 2
For achieving goals and objectives 3
Enhance the awareness 5
Total 10
Changes in fashion trends
People want best shopping experience
Customers go ahead brands
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Column B

Interpretation: From the above chart, it can be interpreted that needs and requirements of
advertisement for business to enhance the consumer loyalty in the M&S.
To give information
Enhance the awareness
For achieve goals and
objectives

Theme 3: Challenges faced by Marks and Spencer while advertising and promoting
Option Respondents
Traffic and leads 4
Securing enough budget 5
Managing website 1
Total 10
Interpretation: From the above graph, it can be interpreted that most of the respondents replied
that company like M&S face challenge in relation to securing enough budget while advertising
and promoting of products and services.
Traffic and leads Securing enough budget Managing website
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Column B

Theme 4: Importance of consumer behaviour while advertising
Option Respondents
Sales forecast 6
Market sensing 3
Internet research 1
Total 10
Interpretation: From the above graph, it can be interpreted that most of the respondents replied
that ads is important for sales forecast of M&S.
Sales forecast Market sensing Internet research
0
1
2
3
4
5
6
Column B

Theme 5: Impacts foresees while adopting practices of advertisement
Option Respondents
Brand establishment 1
Market growth 3
Customer loyalty 6
Total 10
Interpretation: From the above chart, it can be interpreted that most of the respondents replied
that adopting the practices of advertisement help to increase consumer loyalty towards M&S.
CONCLUSION
This research has summarised that Current trends in consumer behaviour in relation to
advertising within the company. It can be concluded that quantitative methods, inductive
research approach for achieving the aims and objectives of study. It can be discussed that
Brand establishment
Market growth
Customer loyalty

adopting the practices of advertisement help to increase consumer loyalty towards products and
services of selected firm.
REFERENCES
Books and Journals
Dessart, L., Veloutsou, C. and Morgan-Thomas, A., 2015. Consumer engagement in online
brand communities: a social media perspective. Journal of Product & Brand
Management. 24(1). pp.28-42.
Dootson, P. and eta.l., 2016. Where do consumers draw the line? Factors informing perceptions
and justifications of deviant consumer behaviour. Journal of Marketing
Management. 32(7-8). pp.750-776.
Fowler, K. and Thomas, V., 2015. A content analysis of male roles in television advertising: Do
traditional roles still hold?. Journal of Marketing Communications. 21(5). pp.356-371.
Schivinski, B., Christodoulides, G. and Dabrowski, D., 2016. Measuring consumers' engagement
with brand-related social-media content: development and validation of a scale that
identifies levels of social-media engagement with brands. Journal of Advertising
Research. 56(1). pp.64-80.
Szmigin, I. and Piacentini, M., 2018. Consumer behaviour. Oxford University Press.

APPENDIX
Questionnaire
Question 1: What are the current trends impacting the consumer behaviour in Marks and
Spencer?
 Changes in fashion trends
 peoples want best shopping experience
 customers go ahead brands
Question 2: What are the major needs and requirement of business to successfully advertise its
products and services?
 To give information
 For achieving the goals and objectives
 Enhance the loyalty
Question 3: What are the challenges faced by Marks and Spencer while advertising and
promoting its products and services?
 Traffic and leads
 securing enough budget
 managing website
Question 4: What is the importance of consumer behaviour while advertising the product and
services of an organisation?
 Sales forecast
 market sensing
 internet research
Question 5: What are the major impacts which Marks and Spencer foresees while adopting
practices of advertisement and promotion?
 Brand establishment
 market growth
 customer loyalty