Influencing Consumer Behaviour: Needs and Ways at Marks & Spencer, UK

This dissertation investigates the needs of influencing consumer buying behaviour, focusing on Marks & Spencer in the UK retail sector. It examines strategies used to influence and retain customers, evaluates challenges faced by M&S, and determines the benefits gained by influencing consumer behavior. The study covers the rationale for understanding consumer behavior, Marks & Spencer's company overview, research aims, objectives, and questions. It includes a literature review, methodology, results, discussion, and conclusion, aiming to provide insights into how businesses can effectively influence consumer purchasing decisions to enhance sales, profitability, and overall business growth. This document is available on Desklib, a platform offering a variety of study tools and solved assignments for students.

Dissertation

Contents
INTRODUCTION...........................................................................................................................1
Background..................................................................................................................................1
Rationale of study........................................................................................................................1
Overview of company..................................................................................................................1
Research Aim...............................................................................................................................1
Research Objectives.....................................................................................................................1
Research Questions......................................................................................................................1
LITERTURE REVIEW...................................................................................................................2
Introduction..................................................................................................................................2
Main Body...................................................................................................................................2
To identify the need of influencing consumer buying behaviour for UK retail brands..............2
To examine the ways used to influence consumer buying behaviour and retain customers
within Marks & Spencer..............................................................................................................2
To evaluate the challenges faced by Marks & Spencer while influencing consumer buying
behaviour and their impact over business performance..............................................................2
To determine the benefits gained by Marks & Spencer by influencing consumer buying
behaviour.....................................................................................................................................2
Summary......................................................................................................................................2
METHOODOLOGY AND MENTHODS......................................................................................2
RESULTS AND DISCUSSION......................................................................................................2
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................3

TITLE: Needs of influencing and looking the areas of consumer buying
behaviour and ways used to influence and retain customers.
INTRODUCTION
Background
The present study is depends upon determining the needs of influencing customers buying
behaviour as well as manners utilised for influencing and retaining clients into an entity.
Moreover, the customers buying behaviour is undertaken as the procedures to identify how
customer thinks, decide and feel while developing a purchase decision. Additionally, this is vital
for firm to concentrates upon finding the requirements of influencing consumer buying
behaviours so that the profits as well as sales of business enhancement. In addition to this, there
are several manners that may be utilised through the firm for influencing as well as retaining the
clients like forming stronger connection with clients, rewarding consumers, providing give ways
and many more. So, respective study concentrates upon ascertaining the requirements of
influencing the purchasing behaviours of customers and manner applied to influence the
consumers buying attitudes and retains clients. Furthermore, the study also determine the
challenges tackled through entity while influencing clients purchasing behaviour as well as also
advantages obtained through business by influencing the buying behaviour of customers.
Rationale of study
The respective study represents related to the need of influencing buying behaviour as well as
manner utilised for influencing as well as retaining the consumers. In order to operate the
business into smoother and effectual way, this is vital for understanding the requirements of
purchasing behaviour of customers as this aids to influence its purchase decision. Additionally,
the particular study is helpful to understands the requirements of customers purchasing attitudes
and also ascertain the challenges tackled through firm while influencing clients behaviour of
buying with their advantages. Also, there is a need of impacting shopper purchasing conduct for
UK retail marks. By impacting the buyer purchasing decisions, organization can concentrates on
expanding their show and productivity. It likewise helps in accomplishing the upper hand by
drawing in increasingly more number of possible clients. At the point when advertisers
understand the purchaser purchasing conduct they can anticipate how clients will act while
buying the results of brand. In addition to this, the recent research concentrates upon
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accomplishing the two key conceptions of researcher like personal and professional perspectives.
In respect to personal conception, investigator would learn related to the various methods of
study so that it may accumulates the information in effective manner into its future study. In
context of professional respect, the objective of investigator would attain as they learn regarding
the various strategies in order to retain as well as attract the consumers towards the brands that
would be advantageous for its present role of job.
Overview of company
Marks and Spencer Plc is known to be the growing as well as developing multinational retailers.
They mainly retail the garments, food, and home items. But beside this, Its item portfolio
comprises of women wear, menswear, kids wear, beauty care products, home stylistic layout,
footwear, and home goods. M&S likewise offers brownies, cakes, sandwich platters, organic
product bins, liquor gifts, mixed drinks, wine, spirits, and gift hampers. The organization
showcases its items through an organization of own and establishment stores. The organization
through M&S Bank offers a scope of monetary administrations, including current record and
reserve funds, charge cards, home loans, and protection and through M&S Energy gives
completely environmentally friendly power administrations. It additionally sells its items online
through different regionalized online business destinations. It works through the United
Kingdom (UK) and Global geological part. The UK region comprises of the UK retail business
and establishment tasks. The Worldwide portion incorporates M&S maintains organizations in
Europe and Asia, and the global establishment tasks. The organization was established by
Michael Marks and Thomas Spencer on September 28, 1884 and is settled in London.
Research Aim
To investigate the need of influencing consumer buying behaviour and ways used to
influence and retain customers. A study on Marks & Spencer.
Research Objectives
 To identify the need of influencing consumer buying behaviour for UK retail brands
 To examine the ways used to influence consumer buying behaviour and retain customers
within Marks & Spencer
 To evaluate the challenges faced by Marks & Spencer while influencing
consumer buying behaviour and their impact over business performance
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 To determine the benefits gained by Marks & Spencer by influencing consumer buying
behaviour
Research Questions
 What is the need of influencing consumer buying behaviour for UK retail brands?
 What are the ways used to influence consumer buying behaviour and retain customers
within Marks & Spencer?
 What are the challenges faced by Marks & Spencer while influencing consumer buying
behaviour and their impact over business performance?
 What are the benefits gained by Marks & Spencer by influencing consumer buying
behaviour?
LITERTURE REVIEW
To identify the need of influencing consumer buying behaviour for UK retail brands
According to the Al Kurdi and Alshurideh, (2021), as it has been identified that in this
competitive business environment, every business organization want enhance a hug customer
base, for this, it is essential for the business organizations that they influence the customer’s
influence behavior. Therefore there are various need due to which it has become significant for
the organizations to influence buying behavior of customers. In relation to the Mark and Spencer,
few of these needs are mentioned below:
 Increase sales and profit- main reason or need to influence the customer’s buying
behavior is to increase the business sales and profit. This is because, when organization
will influence the customer’s buying decision and convince them to make a purchase then
it automatically will increase the organizational sales. As resulting company’s
profitability will increase greatly. By influence buying behavior of the customers,
organizations make more sales that also generate more profit margins.
 Growth of the business- it is another needs of the business to impact the customer’s
buying behavior as by influencing customer towards the specific organization, company
grow its business. When customers get familiar with an organization then they inform the
organization about quality of their product and services. Therefore, by getting the
customer’s feedback, organization brings improvement in their business that makes their
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services more effective and useful. This practice of the business organization helps them
in growing their business at next level.
 Help in expanding the business- when an organization impact the customer’s buying
behavior and attract towards them to the specific organization then it also enhance the
customer’s base. It helps the business organization in expanding and developing at next
level. Due to this, reason, it has become necessary for the organization make efforts to
impact the customer’s decision related to their purchase and gain their attention.
According to the, ANITHA, (2018), regardless of how good it is, organizations have
different strategies to impact the customer’s buying behavior. Any business organization could
earn profit without impacting the customer’s buying behavior, and that is why the entire struggle
to get more customers. It has been analyzed that understanding and impacting the customer
buying behavior is very significant for an organization as it help them in finding success for their
current product or services. Every customer has different attitude and thought process towards
buying the products. Therefore if organizations get failed in influencing buying behavior of the
customers, then there are high chances of the organizations failure. Thus, it is significant for the
organization to influence the customer’s buying behavior.
As it has been identified that there is a stiff competition within marketplace due to which
it become very necessary for the business organization to impact the customer’s buying behavior
and convince them to shop for specific organizations it will help the organizations in competing
with the competition. Along with this t enable the organization to survive within the market. For
this, organization observe that why customer are buying product or services form the
organization and then formulates strategies to impact customer’s behavior so that they shift
towards the specific organization. To win over the competition, organizations bring innovation in
their product and attract more customer by introducing new features so that they can influence
them and make them to purchase from their shop (Childs and et. al., 2020).
At last, it has been identified that if organization want to stay relevant within market for a
long time period, then they have to impact the customer’s buying decision. Today’s customers
have a great choice &opportunities that means that they can easily shift towards another brand
which offer a better services or product. In this, losing relevance will merely cost the
organization its market share. Therefore in order to maintain this relevance, companies have to
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product and execute plan to impact the customer’s buying behavior. If organizations successfully
attain this target then it becomes very easy for them to stay relevant in the marketplace.
Thus, impacting the customer’ studying behavior has become a significant necessity for the
organization. By understanding this requirement organization can move towards the growth and
success.
To examine the ways used to influence consumer buying behaviour and retain customers within
Marks & Spencer
According to the Angela Stringfellow, (2017), every business organization want a
crystal ball which can help them in knowing precisely that what their customer thinks- and what
they are about to d. armed with such knowledge, organization can be proactive & take different
measure in order to influence their customers buying behavior. In relation to the Marks and
Spencer, few of ways to influence consumer buying behavior are discussed below:
 Utilize the social proof( user generated content, reviews, influencer messaging)- To
influence the customers buying behavior, organization uses the social proof, specially. It
helps the companies in making a strong brand awareness among the customers. Along
with this, it makes whatever product or services the organizations are selling very
desirable. In this, social proof plays a powerful role because at end of the day, they are
pack animal & they naturally look to the others within their peer group with the purpose
to determine that what appropriate behavior is. Hence if the customers observe others
behavior in certain way, then it will create a strong desire for the customers to behave in
similar manner.
 Understand customers need and make them feel uniquely special- In order to
influence the customer buying behavior, firstly organizations should understand about the
customer’s requirement and then provide service accordingly that can satisfy their
customers. Along with this, companies should make customer feel very special by truly
welcome their customer. Their attitude should be done of the friendly services & interest
in them. It will influence the consumer’s buying behavior and retain them as well.
 Pay attention to the complaints- If the organizations want to influence customer buying
behavior and retain customer, therefore companies should pay attention on their
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complaints. If their customers are unsatisfied or unhappy with the services that company
provides, then why would customer come back for second visit? It means that all
complaints that company receive is like mini customer satisfaction survey, therefore
organization need to ensure that they use these complaints to improve their customer
retention rates. In relation to the retail organization like Mark and Spencer, if they get any
complaints, then they do not ignore it which is a best practices to take care of is and also
ensure that customers are satisfied with the company’s services.
According to the Mathew Maniyamkott, (2022), there are various organization, they
are super beloved by their customer as they have customer focus culture that influence the
customer buying behavior. Few of the ways to influence customer are mentioned below:
 Brand imagery & messaging- organizations influence the customers buying behavior by
using imagery & word association as it is most effective way to gain customer’s attention
towards the organizational brand or products. For instance, if organization is looking to
target the adult individuals, company may use the popular memes & phrases as a part of
their campaign. It causes the target audience to associate organizational product with
things that they already see as trendy and hip.
 Set realistic expectations- if the organizations want to influence the customer buying
behavior and improve their customer retention- company can set the realist expectation as
it have a big impact in the organizational ability to keep the customers. If organization
gets successful in attaining this goal, then it will impact the customer experience
positively and attract more and more customer.
 Map the customer journey by using technology- it is most effective of influence the
customer’s buying behavior as it create very particular & detailed customer journeys. For
this, organization needs to understand what customer goes through when they engage
with the company.
 Offer lots of information and make realistic promises- as it has been identified that
customers looks for the knowledgeable and trustworthy organization that can provide the
significant and actual information regarding their purchase. Therefore, in this practice,
companies provide detailed information to their clients or customers and convince them
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to make a purchase. Along with this, organization should make realistic promises as it
build a relationship of trust between the organization and customers. By this organization
impact the customer buying behavior and make them to make purchase from specific
brand again and again.
Thus all these ways lead to building a trust, that impact the customer’s buying behavior and
influence them to continue to buy from a specific organization and also refers the company to
other. Customers expect the value in company’s product and also want to be feeling respected or
valued. Hence, all the above mentioned ways, will be helpful for the organization in attaining
their target by influencing the customer’s buying behavior.
To evaluate the challenges faced by Marks & Spencer while influencing consumer buying
behaviour and their impact over business performance
To determine the benefits gained by Marks & Spencer by influencing consumer buying
behaviour.
Summary
METHOODOLOGY AND MENTHODS
RESULTS AND DISCUSSION
CONCLUSION
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REFERENCES
Books and Journal
Boardman, R. and McCormick, H., 2018. Shopping channel preference and usage motivations:
Exploring differences amongst a 50-year age span. Journal of Fashion Marketing and
Management: An International Journal.
Djafarova, E. and Bowes, T., 2021. ‘Instagram made Me buy it’: Generation Z impulse purchases
in fashion industry. Journal of Retailing and Consumer Services, 59, p.102345.
Duckett, L. J., 2021. Quantitative research excellence: Study design and reliable and valid
measurement of variables. Journal of Human Lactation, 37(3), pp.456-463.
Hall, R .P., 2020. Mixing methods in social research: qualitative, quantitative and combined
methods. Mixing Methods in Social Research, pp.1-272.
Al Kurdi, B.H. and Alshurideh, M.T., 2021. Facebook advertising as a marketing tool:
Examining the influence on female cosmetic purchasing behaviour. International Journal
of Online Marketing (IJOM), 11(2), pp.52-74.
ANITHA, K., 2018. BUYING BEHAVIOUR OF REFRIGERATORS WITH SPECIAL
REFERENCE TO CALICUT CITY. CLEAR International Journal of Research in
Commerce & Management, 9(3).
Childs, M. and et. al., 2020. Non-traditional marketplaces in the retail apocalypse: investigating
consumers' buying behaviours. International journal of retail & distribution
management.
Dabija, D. C. and Lung, L., 2018, May. Millennials versus Gen Z: Online shopping behaviour in
an emerging market. In Griffiths School of Management and IT Annual Conference on
Business, Entrepreneurship and Ethics (pp. 1-18). Springer, Cham.
Online
Stringfellow. A, 2017 Most Effective Ways to Influence Customer Behavior (online) available
through <https://www.ngdata.com/influencing-customer-behavior/#Caballero>
Maniyamkott. M. 2022, Ways to Influence Consumer Behavior (online) available through
<https://surveysparrow.com/blog/five-ways-influence-consumer-behavior/>
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