Corporate Social Responsibility and Customer Choice: M&S Case Study

This report presents a research project examining the impact of Corporate Social Responsibility (CSR) on customer choice and behavior, with Marks & Spencer (M&S) as a case study. The research includes an introduction outlining the project's aims and objectives, followed by a data analysis section. The data analysis is structured around several key themes: the importance of CSR, its impact on customers, its role in a firm's promotion, the specific CSR activities performed by M&S, and the relationship between CSR and profitability and sales. The research employs thematic analysis to interpret the data collected. The findings suggest a positive correlation between CSR initiatives and customer behavior, emphasizing the significance of CSR activities in enhancing a company's brand image, customer loyalty, and overall business performance. The report concludes by summarizing the key findings and highlighting the importance of CSR in modern business strategies. References are provided to support the research findings.

Research Project
TASK 4

Covered Content
 Introduction
 Research Aim & Objectives
 Data analysis
 Thematic analysis
 Conclusion
 References

Introduction
Research project is based on the Corporate Social Responsibility
by taking an example of Marks and Spencer. Firm is already
an establishment Brand and known for availability of every
product and services. It was required to determine the impact
of CSR on Customer Choice and Behaviour.

Research aim & objective
Research Aim - To analyse the impact of corporate social responsibility in
influencing customer choice with respect of Retail sector: A case study of
Marks and Spencer.
Research objectives - To explore the knowledge about corporate social
responsibility within organisations
To determine the meaning and concept of customer behaviour and choice
To assess the significance of CSR activities and its impact upon customer
choices and behaviour

Introduction
Research project is based on the Corporate Social Responsibility
by taking an example of Marks and Spencer. Firm is already
an establishment Brand and known for availability of every
product and services. It was required to determine the impact
of CSR on Customer Choice and Behaviour.

Data analysis
This was something which was based on the information which is
gathered and also lead to conduct research program and collect
the different sample of data so that a proper conclusion can be
achieved in proper way.

Theme 1: Importance of CSR
1.) Do Corporate Social
responsibility is
important for firm?
Observation
Yes 35
No 15
35
15
Yes
No

Theme 2: Impact of CSR on customers
2.) Do CSR impact on
consumer choice and
behaviour?
Observation
Yes 30
No 20
30
20
Yes
No

Theme 3: Role of CSR in firm's promotion
3.) Does CSR promote
some effective and positive
attribute towards a firm
too?
Observation
Yes 32
No 18
32
18
Yes
No

Theme 4: CSR activities performed by Mark &
SPencer
4.) What could be the CSR activity
that is performed by M&S?
Observation
Child Education 16
Having an Job Opportunity 20
Poverty reduction 14
16
20
14
Child Education
Having an Job Opportunity
Poverty reduction

Theme 5: CSR help in attaining more profits
5.) Does CSR help in attaining
more profits to M&S?
Observation
Yes 40
No 10
40
10
Yes
No

Theme 6: CSR helps in increasing sales
37
13
Yes
No
6.) Does CSR helping firm in
increase of sales of there
product?
Observation
Yes 37
No 13

Theme 7: Impact of CSR on business
organisations
7.) What could be the
impact of CSR in
organization?
Observation
Positive 42
Negative 8
42
8
Positive
Negative

Theme 8: Is company is fulfilling its CSR
activities
8.) If CSR is performed in effective way
then do it help to increase the chances of
investment in firm?
Observation
Agree 44
Disagree 6
44
6
Agree
Disagree

Conclusion
Research is that which help company to collect the information
and data in gathered way, so that they can make an better
decision and strategies so that attainment of goals and
objectives can be there.

References
• Etter, M., 2014. Broadcasting, reacting, engaging–three strategies for CSR
communication in Twitter. Journal of Communication Management. 18(4).
pp.322-342.
• Fatma, M. and Rahman, Z., 2015. Consumer perspective on CSR literature
review and future research agenda. Management Research Review. 38(2).
pp.195-216.
• Hancock, D.R. and Algozzine, B., 2016. Doing case study research: A
practical guide for beginning researchers. Teachers College Press.

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