Research Project: Marketing Mix and Customer Decisions in UK Retail

This research project proposal investigates the significance of the marketing mix in enticing customer decision-making within the UK retail sector, with a specific focus on Amazon. The study aims to analyze the conceptual framework of the marketing mix in the UK retail sector, examine its role in influencing customer buying decisions from Amazon, and investigate its impact on customer satisfaction. The research will employ a positivism research philosophy, a deductive research approach, and a quantitative research choice. A survey research strategy will be used for data collection, with both primary (questionnaires) and secondary (literature review) data sources. Probabilistic sampling and a cross-sectional time horizon will be implemented. The literature review explores the 4 P's of the marketing mix (product, price, place, promotion) and their influence on customer choices and satisfaction. The methodology section outlines the research design, data collection methods, and sampling techniques to be employed. The expected analysis will assess the impact of marketing mix elements on customer behavior and satisfaction, and the research aims to provide practical recommendations based on its findings.

RESEARCH PROJECT
PROPOSAL
(To ascertain the significance of marketing mix in relation
to enticing decision making of customers in retail sector of
UK. A study on Amazon)

Table of Contents
1. INTRODUCTION....................................................................................................................3
1.2 Objectives.........................................................................................................................3
1.3 Research questions...........................................................................................................3
2. LITERATURE REVIEW.........................................................................................................4
3. INTENDED METHODOLOGY..............................................................................................6
4. ANALYSIS..............................................................................................................................8
5. RESEARCH IMPACT:............................................................................................................8
6. CONCLUSION........................................................................................................................8
7. RECOMMENDATION............................................................................................................9
REFERENCES..............................................................................................................................10

1. INTRODUCTION
Marketing mix is defined as sum of four aspects which are regarded as the key factor for
any product and services when it is sold in the market (Sidharta, 2016)
. Marketing mix is a tool used by companies in order to stabilise their decision making process
in order to align customer needs as accordance with business offerings. Marketing mix is those
set of actions and strategies which are used by businesses for promoting their brand (Wu and
Li, 2018). This is regarded as decisions and choice which is required to be taken by
organisation in respect of enhancing interactions in the market. In the context of decision
making of customer marketing mix plays significant role in enticing them for making purchase
decision(Naftali, Nursiana and Brahmantyo, 2017). This research is associated with analysing
impact of marketing mix in persuading customer decision in retail industry of UK.
Amazon is an online retailer which is having is strong market presence within UK. The
company is having huge portfolio of products in which marketing mix is helping the
organisation to attract huge customer range so that to attain business objectives (Chemsripong,
Petmee and Kawserm, 2018). At the same Amazon is highly emphasised over making
prominent decisions over marketing mix as with the help of marketing mix customers can be
attracted and in this manner marketing mix is holding high significance as in context of retailers
and their relationship with customers.
1.1 Aim
To ascertain the significance of marketing mix in relation to enticing decision making of
customers in retail sector of UK. A study on Amazon.
1.2 Objectives
 To analyse basic conceptual framework of marketing mix in relation of retail sector of
UK.
 To examine the role of marketing mix for customer in making buying decisions from
Amazon.
 To investigate the impact of marketing mix in customer satisfaction.
1.3 Research questions
 What is the conceptual framework of marketing mix in retail sector of UK?
 What is the role of marketing mix in consumer buying decisions from Amazon?
 What is the impact of marketing mix over consumer satisfaction?

RESEARCH RATIONALE
Research rationale is defined as need and use of any research which is conducted by
researcher. In order to gain some benefit researches are being conducted and in this way
ultimate objective of research can be met in effective manner (Ongkowijaya, 2020). This
research is associated with examining significance of marketing mix in customer decision
making for retail sector in UK. Retail sector is one of the most significant sectors which are
wholly dedicated to meet needs and demands of their customer by offering them innovative
products at reasonable prices. This research enables the researcher to understand need of
marketing mix and its significance for decision making of customers. This research is providing
dual degree of understanding as in terms of personal and professional understanding (Ramya
and Ali, 2016). In terms of personal aspect this research is going to enhance numerous skills of
researcher as in terms of analytical skills, critical thinking skills and many more. Besides this
managing current research is going to help researcher in developing such understanding in
which reasons to develop such researches can be provided (Kubeyinje and Bariweni, 2020). On
the other hand in terms of professional aspect this research will lead the research to gather
knowledge in such a manner that further researches can be completed by research in appropriate
manner(KAWSWAT, 2017). This research is providing dual degree of understanding in
researcher which will help them to conduct any future researches in more effective manner.
2. LITERATURE REVIEW
Under this research data is being collected through secondary sources of qualitative
research methods. By using this research method data can be gathered in appropriate manner so
that overall research findings can be analysed in appropriate manner. Besides this current
research is accumulated with providing such information by using qualitative method of data
collection so that to conclude research objectives in appropriate manner.
What is the conceptual framework of marketing mix in retail sector of UK?
According to Thabit and Raew (2018), marketing mix is defined as the tool and tactics
which is used by businesses in order to take various decisions. Marketing mix is associated with
inclusion of 4 P’s named product, price, place and promotion. All these aspects of marketing
mix is playing significant role for the business and customer as well. Retail sector of UK is
having huge number of competitors and in this manner this is very crucial for a business to
survive and marketing mix helps them to grow and promote their business. Marketing mix is

the marketing tool which is used by organisation in order to attract customers in appropriate
manner. According to Shamout (2016), marketing mix is inclusion of 4 aspects which are
elaborated as under:
Product: According to Pogorelova and et. al.,( 2016), Product is referred as the commodity
which is ready for the purpose of selling. With the help of product needs and demands of
customers can be satisfied. Under marketing mix, product means it’s that characteristic which is
making it differentiated from competitors.
Price: According to Lewandowski (2016), Price is defined as the actual price on which product
will be retailed in the market. Price is dependent over cost of production, supply demand and
many other direct or indirect manners. There are differentiated pricing strategy that can be used
by organisation so that to acquire higher customers.
Place: According to HR and Aithal (2020), Place is defined as the location at which product
will be retailed by retailer. In this manner this is all about providing convenience to customer in
order to make buying decisions.
Promotion: According to Mahmoud, (2018), Promotion is defined as such dimension in which
the channel is decided which will be used by organisation in order to promote their product in
front of potential customers.
What is the role of marketing mix in consumer buying decisions from Amazon?
According to Garg, Singh and De (2016), marketing mix plays significant role for
customer as in helping them to make buying decisions. With the help of appropriate
demonstration of marketing mix this would be easier for customer to know about various
aspects in relation to product which they are looking for. According to Farah and Ramadan,
(2017), marketing mix helps customers to make their own choice in relation to their particular
needs just by analysing and comparing various substitutes and brands. According to Azhar,
Prayogi and Sari (2018), For instance with the help of appropriate promotional tools this will be
easier for customer to get to know about characteristics of various products and this may lead
them to make their buying decision as in favour of that product.
What is the impact of marketing mix over consumer satisfaction?
According to Naumovska and Blazeska (2016), marketing mix is one of the significant
tools which is used by business in order to acknowledge various aspects and concepts. With the

help of appropriate marketing mix this would be easier for the organisation to render awareness
in relation to their product offering. According to Othman and et. al., (2020), Besides this with
the help of marketing mix customer can make their own choices for deciding over buying some
commodity which leads them to have significant level of satisfaction. According to Abril and
Rodriguez-Cánovas (2016), In this manner marketing mix is the tool which is used by
businesses in order to grab appropriate amount of satisfaction to their customer in relation to
product offerings.
3. INTENDED METHODOLOGY
Research methodology is defined as those strategies which are used within research and
could be helpful in conducting the whole research in appropriate manner. In order to attain
prescribed aims and objectives of this researcher, the researcher is taking assistance of various
tools in order to acquire higher degree of prominence and succession with result. These tools
are helpful in conducting the research with fuller efficacy so that results can be obtained with
significant manner. Under this research, various research methodologies are to be followed
which are elaborated as under:
Research Philosophy: Research philosophy is defined as such actions which are used by
researcher in order to examine research topic in detailed manner. Under research philosophy
various assumptions are followed which are aligned with gaining research objectives in direct
manner. With the help of these assumptions research can be justified for carrying out its
activities in order to attain research objectives (Bell, Bryman and Harley, 2018). There are two
types of research philosophy such as interpretivism and positivism. Under this research
positivism research philosophy will be followed which is helpful in gaining research objectives
for researcher.
Research Approach: Research approach is defined as such dimension of research
onion in which different methods are used within research in order to interpret proper results.
On the nature of research topic research approaches are based on and these are playing
prominent role in meeting research objectives. There are two types of research approaches such
as inductive and deductive, under this research deductive approach will be followed. This
research approach is providing detailed assessment of research topic in which accurate data can
be gathered and in clear manner research objectives can be determined.

Research Choice: Research choice is defined as the manner by which overall research
can be conducted in systematic and effective manner. Research choice is of two types such as
qualitative and quantitative research choice. Under this research quantitative research choice
will be followed as this will enable the researcher to understand the research topic in deep
manner. Quantitative research is associated with analysing gathered data with the help of charts
and figures so this would lead in gaining research results in clear manner.
Research Strategy: Research strategy is categorised as those set of actions which are used by
researcher in order to gather research information in direct and indirect manner related with
research topic. This is the effort which is exerted by researcher so that to meet research
objectives in clear manner. Research strategy is an overall research plan which is used so that
succession can be attained within research. With the help of research strategy required
information can be collected in such a manner that the same can be aligned with overall
research results. Research strategies are of many types such as case study, survey and many
more, under this research survey research strategy will be used so as to take out required
research results (Saunders and Lewis and Thornhill, 2019).
Data Collection: Data collection is the method which is used by the researcher in order to
gather information related to research topic using various sources. There are two types of data
collection methods such as primary and secondary. Under this research both types of data
collection methods are used in which for primary data collection method questionnaire will be
used and in terms of secondary data collection method literature review will be used.
Sampling: Sampling is the method which is selected by researcher in order to take out their
requisite number of samples out of overall population in order to accomplish research
objectives in clear manner. There are two types of sampling such as probabilistic and non-
probabilistic. Under this research probabilistic sampling will be used in order to take out
unbiased opinion out of people so that to conclude research topic in realistic manner.
Time Horizon: Time horizon is the time needed for finishing the research including all relevant
activities within research. There are two types of time horizon such as longitudinal and cross
sectional time horizon. Under this research cross sectional time horizon will be used as this is
associated with covering various activities at once.

4. ANALYSIS
In order to analyse the collected information frequency distribution analysis has been
used as this helps in accumulating required information in subtle way. Besides this using
frequency distribution table will help the researcher to draw appropriate conclusion which
can be aligned with research objectives. Similarly this could lead the researcher to attain
aims of research in prominent manner by implicating all the data collected within research.
5. RESEARCH IMPACT
This research is providing impact in such a manner that this may lead in developing knowledge
regarding inclination of customer decision making through marketing mix of an organisation
(Srinivasan, Rutz and). There are several reasons due to which decision making of customers
gets impacted and marketing mix is one of the significant reasons out of them. So conducting
this research will lead in developing such understanding in which customers can take
appropriate decisions.
6. CONCLUSION
From the above report this can be analysed that marketing mix is one of the most significant
aspect which helps consumer to tale decision in prominent manner (Pauwels, 2016). With the
help of marketing mix a customer can analyse different dimension of a product or services so
that the same can be undertaken by them while making their decisions.
7. RECOMMENDATION
In terms of recommendation this is being analysed that for Amazon they are required to
enhance marketing mix portfolio as this will lead the company to acquire higher range of
customer along with customer loyalty as well (Cooper, 2016). On the other hand marketing
mix is helpful for Amazon to enhance their market image as well so this movement could be
helpful for Amazon to receive distinct competitive edge in respect of their competitors.
RESOURCES REQUIRED AND ACTION PLAN
The current research is associated with analysing significance of marketing mix over consumer
decision making in terms of retailer. So in order to complete this research time of three months
are needed (Pantano, Priporas and Migliano, 2019). Information for research is gathered
through primary and secondary sources so requisite resources are books, journals, internet,

paper and many other collective resources. In terms of cost overall cost of 1500 euro are
required to conduct the given research in appropriate manner.

REFERENCES
Books and journals
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Bell. E., Bryman, A. and Harley, B. (2018) Business Research Methods, 5th edition. Oxford:
University Press.
Farah, M.F. and Ramadan, Z.B., 2017. Disruptions versus more disruptions: How the Amazon
dash button is altering consumer buying patterns. Journal of Retailing and Consumer
Services, 39, pp.54-61.
Garg, S.A., Singh, H. and De, K.K., 2016. Direct and indirect effects of marketing mix
elements on satisfaction. Academy of Marketing Studies Journal, 20(1), p.53.
Lewandowski, M., 2016. Designing the business models for circular economy—Towards the
conceptual framework. Sustainability, 8(1), p.43.
Naumovska, L. and Blazeska, D., 2016. Public relation based model of integrated marketing
communications. UTMS Journal of Economics, 7(2), pp.175-186.
Othman and et. al., 2020. The effects on customer satisfaction and customer loyalty by
integrating marketing communication and after sale service into the traditional
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market. International Journal of Business and Social Science, 7(1), pp.75-85.
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study. International Journal of Social Sciences & Educational Studies, 4(4).
Verma, Y. and Singh, M.R., 2017. Marketing mix, customer satisfaction and loyalty: an
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Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social

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Pogorelova and et. al., 2016. Marketing Mix for E-commerce. International journal of
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HR, G. and Aithal, P.S., 2020. Integrated Marketing Mix Framework for Baby Care Retailing in
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Abril, C. and Rodriguez-Cánovas, B., 2016. Marketing mix effects on private labels brand
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Mahmoud, T.O., 2018. Impact of green marketing mix on purchase intention. International Journal
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Ongkowijaya, W.S., 2020. The impact of marketing mix on customer loyalty with customer
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Kubeyinje, G.T. and Bariweni, T., 2020. Marketing Mix and the Performance of Small and Medium
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Naftali, C., Nursiana, A. and Brahmantyo, H., 2017. Marketing Mix Factors that Influence Visitors
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Chemsripong, S., Petmee, P. and Kawserm, S., 2018. Understanding of Consumer Behavior on
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KAWSWAT, P., 2017. Exploring the marketing mix and service factors that influence Thai
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Srinivasan, S., Rutz, O.J. and Pauwels, K., 2016. Paths to and off purchase: quantifying the impact of
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Routledge.