Research Project: Impact of Advertising on Consumer Behaviour-Primark

This research project investigates the influence of advertising on consumer behavior, focusing on Primark's advertising campaigns. The study uses thematic analysis to interpret data and assess the effectiveness of Primark's advertising strategies. Key findings include the extent of Primark's engagement in advertising campaigns, the effectiveness of these campaigns in attracting customers and building brand image, the benefits Primark derives from advertising (such as attracting more customers, improving sales, and enhancing brand image), and the specific advertising attributes that affect consumer behavior. The research also examines the role of advertising in influencing the purchasing decisions of Primark customers, providing valuable insights into the relationship between advertising and consumer behavior. The report concludes with a list of references used in the research.

RESEARCH
PROJECT
OUTCOME OF RESEARCH
TASK 4

COVER TABLE
• Introduction
• Outcome of research
• References
i

INTRODUCTION
• In this report various themes are considered while
analysing the influence of advertising on the consumer
behaviour.
• This thematic presentation of concept will helps in
identifying various advertising plan can be implemented
in order to increase the numbers of prospective customers
fro the Primark through influencing customer behaviour.
1.

4.1 Outcomes of research
• The outcome of research helps in interpreting the data
effectively.
• The approach utilised in reporting the respective outcome
of research project are achieved through thematic analysis
of concept.
2.

Engagement of Primark in organising
various advertising campaign.
3.
Q1. Is the Primark is
readily involved in
organising various types
of advertisement
campaign in
marketplace?
Frequency
Yes 14 (70%)
No 6 (30%)
Frequency
0
2
4
6
8
10
12
14
14
6 Yes
No

Effectiveness of advertisement in
attracting customers
4.
Frequency
0
1
2
3
4
5
6
7
5
7
4 3
1
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Q2. Is advertisement is effective in
attracting more consumer towards
the brand products?
Frequency
Strongly agree 5 (25%)
Agree 7 (35%)
Neutral 4 (40%)
Disagree 3 (15%)
Strongly disagree 1 (5%)

Effectiveness of advertising in building
brand image in marketplace
5.
Frequency
0
2
4
6
8
10
12
12
5
3
To large extent
To some extent
Does not influence at all
Q3. To what extent the
advertising plan is effective
in developing good brand
image of company in
marketplace?
Frequency
To large extent 12 (60%)
To some extent 5 (25%)
Does not influence at all 3 (15%)

Benefits of advertising to the Primark
6.
Q4. What the
benefits of
advertising to
the company
which Primark is
more focusing?
Frequency
Attracting more
customers
11 (55%)
Improving sales
figure of company
2 (10%)
Developing good
brand image
3 (15%)
Enhance position
in international
market
4 (20%)
Frequency
0
2
4
6
8
10
12 11
2
3
4
Attracting more customers
Improving sales figure of
company
Developing good brand
image
Enhance position in
international market

Advertisement attributes affecting the
behaviour of consumer
7.
Q5. What attribute of an
advertisement influence
the consumer behaviour?
Frequency
Message conveyed through
advertising
9 (45%)
The recalling advertisement 5 (25%)
Branding recognition
advertisements
6 (30%)
Frequency
0
1
2
3
4
5
6
7
8
9
9
5 6 Message conveyed through
advertising
The recalling advertisement
Branding recognition
advertisements

Role of advertising in influencing the
purchasing decision of customers
8.
Frequency
0
2
4
6
8
10
12
14
16
15
5
Yes
No
Q6. Is advertisement is
having significant role in
influencing purchase
decision of Primak
customers?
Frequency
Yes 15 (75%)
No 5 (25%)

REFERENCES
White, K and Simpson, B., 2013. When do (and don't)
normative appeals influence sustainable consumer
behaviors?. Journal of Marketing. 77(2). pp.78-95.
Wu, P. C and Wang, Y. C., 2011. The influences of
electronic word-of-mouth message appeal and message
source credibility on brand attitude. Asia Pacific Journal
of Marketing and Logistics. 23(4). pp.448-472.
9.

10.