A Research Project on Mass Media Marketing Impact in Croydon

This report presents a data analysis of research conducted to understand the impact of mass media marketing on consumer perception in Croydon. The analysis covers themes such as brand preference for retail products, frequency of inspiration from Marks and Spencer products, perception related to advertisements of M&S, satisfaction levels after utilizing advertised products, influence of mass media promotion activities, reasons for choosing Marks and Spencer over local brands, and the perceived impact of mass media on brand strength. The findings are visually represented through bar graphs and supported by references to relevant literature on social media marketing and consumer behavior. The research aims to provide insights into how mass media shapes consumer opinions and purchasing decisions in the context of Croydon's retail market.

Research Project
TASK 4

Table of Content
 Introduction
 Data Analysis
 References

Introduction
 This presentation is based on the research work that was conducted
for understanding the impact of mass media marketing on consumer
perception of Croydon
 It will assist people in understanding as what was achieved by
undertaking the researcher work.

Data Analysis
Theme 1
Q1) Which Brand
you prefer for retail
products
shopping?
Rate
Marks and Spencer 12
Wal-mart 6
Aldi 2 Marks and Spencer Wal-mart Aldi
0
2
4
6
8
10
12
14
12
6
2
Rate
Series2

Theme 2
Q2) How do you
inspired for Marks and
Spencer Products?
Frequency
Family or friends 4
Advertisements 14
Randomly 2
Family or friends
Advertisements
Randomly
0 2 4 6 8 10 12 14 16
4
14
2
Series2
Frequency

Theme 3
Q3) What is your
perception related to
advertisements of M
& S?
Frequency
Strong brand 15
Average company 3
High costing and
less quality
2
Strong brand
Average company
High costing and less quality
0
2
4
6
8
10
12
14
16 15
3
2
Frequency
Series2

Theme 4
Q4) Satisfaction level
after utilizing the
products which is
advertised?
Frequency
Fully satisfied 14
partially satisfied 5
not satisfied 1
Fully satisfied partially satisfied not satisfied
0
2
4
6
8
10
12
14
16
14
5
1
Frequency
Series2

Theme 5
Q5) Did you feel
influenced after mass
media promotion
activities?
Frequency
Yes 15
No 5 Yes No
0
2
4
6
8
10
12
14
16 15
5
0
Frequency
Series2

Theme 6
Q6) What makes you
feel to use the
products of Marks
and Spencer instead
of local brands?
Frequency
Ads and publicity 15
Suggested 5
15
5
Ads and publicity
Suggested

Theme 7
Yes No
0
2
4
6
8
10
12
14
16
18
16
4
Frequency
Series2
Q7) Do you think that
mass media have
made the brand
stronger?
Frequency
Yes 16
No 4

References
Dahl, S., 2014. Social media marketing: Theories and applications.
Sage.
 Wilson, D. and Quinton, S., 2012. Let's talk about wine: does
Twitter have value?. International Journal of Wine Business
Research. 24(4). pp.271-286.
 Gabriel, Y. and Lang, T., 2015. The unmanageable consumer.
Sage.

Thank You!