Influence of Advertising on Consumer Behavior

This report aims to determine the impact of advertising on consumer behavior, focusing on Nike-UK. It identifies key factors influencing consumer behavior, analyzes the link between Nike's advertising and consumer choices, and recommends improved advertising strategies. The study uses an inductive approach and interpretivism philosophy, employing a descriptive design. Data collection involves both primary (questionnaires from 50 Nike customers) and secondary sources (books, journals, online resources). The report concludes by presenting findings and recommendations based on the collected and analyzed data.

Influence of advertising on
consumer behaviour
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TABLE OF CONTENTS
AIM..................................................................................................................................................3
OBJECTIVES..................................................................................................................................3
QUESTIONS...................................................................................................................................3
BACKGROUND OF THE STUDY................................................................................................3
ANALYSIS AND FRAMEWORK ................................................................................................4
REFERENCES................................................................................................................................5
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AIM:
“To determine the impact of advertising on consumer behaviour”- A study on Nike-UK
OBJECTIVES:
 To identify the key factors affecting consumer behaviour.
 To determine the link between advertising and consumer behaviour of Nike.
 To recommend the ways through which Nike can develop better advertisement strategies
for influencing consumer behaviour.
QUESTIONS:
 What is the key factors affecting consumer behaviour?
 Determine the link between advertisement and consumer behaviour?
 What are the ways through which Nike can develop better advertisement strategies for
influencing consumer behaviour?
BACKGROUND OF THE STUDY
In modern era, advertisement plays a very important role in the growth and success of
organization. One of the main objectives of firm behind advertisement is to create awareness of
products and services in the minds of customers (Goh, Heng and Lin, 2013). It can also be stated
that advertisement has the direct impact on sales and profitability of a company. Nike is one of
the leading and most renowned brands which deal with designing, development, manufacturing,
marketing and sales of footwear, apparels, accessories and other sports related accessories (Nike,
UK, 2015). Further, the brand carries out effective advertisements in order to influence the
behaviour of people in the market. It is only because of the strong ads that the organization has
developed a strong brand image and has encouraged people to choose its products over other
market players. At regular intervals, Nike displays ads on television, internet and newspapers as
well as on other sources regarding the launch of new products, modification made in existing
products along with some new offers and discounts. This has not only provided the brand with
competitive advantage but has also increased its sales and profitability by influencing the
behaviour of people in market.
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ANALYSIS AND FRAMEWORK
In the present study, inductive approach will be used in order to carry out the study. The
results of research will move from specific to general and thus, it can be stated that inductive
approach will be more suitable one. Other than this, interpretivism philosophy will be used in
order to carry out the study in an effective manner and to gain the desired findings. This
philosophy will help in getting in-depth knowledge regarding the impact of advertisement on
consumer behaviour (Silverman, 2013). As per the nature and objectives of research, descriptive
design will be used in which various elements of study will be described. The data will be
collected from both primary and secondary sources. Further, primary data will be collected from
customers of Nike with the help of a well structured questionnaire whereas books, journals and
online sources will be taken into consideration in order to collect secondary data. In addition to
this, random sampling method will be used in which data will be randomly collected from the
customers of Nike. The sample size will be 50 customers which will provide information about
the impact of advertisement on consumer behaviour. All the ethical aspects will also be taken
into consideration while carrying out this study. The data will be collected from authentic
sources and there will be no biasness done at the time of gathering and analysing data.
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REFERENCES
Books and Journals
Goh, K. Y., Heng, C. S. and Lin, Z., 2013. Social media brand community and consumer
behavior: Quantifying the relative impact of user-and marketer-generated content.
Information Systems Research. 24(1). pp. 88-107.
Silverman, D., 2013. Doing qualitative research: A practical handbook. SAGE Publications
Limited.
Online
Nike, UK. 2015. [Online]. Available through: <http://store.nike.com/gb/en_gb/>. [Accessed on
30th October 2015].
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