Pearson BTEC HND Business: Advertising's Influence on Primark

This research report investigates the influence of advertising on consumer behavior, specifically focusing on Primark. The report begins with an introduction and background on the importance of advertising in a competitive market, followed by a literature review exploring existing research on advertising's impact on consumer purchasing decisions and brand image. The study outlines the aims and objectives, which include understanding Primark's advertising initiatives, identifying factors influencing consumer behavior, and analyzing the impact of advertising on consumer decisions. The methodology section details the research design, philosophy, approach, and strategy, including the use of questionnaires and thematic analysis to collect and interpret data from a sample of 20 individuals connected to Primark. The report examines Primark's advertising campaigns, analyzing their impact on consumer behavior and brand perception. The findings aim to provide insights into the effectiveness of Primark's advertising strategies and their influence on customer purchasing decisions, concluding with recommendations for enhancing advertising effectiveness. The report adheres to a structured format, including a Gantt chart, resource allocation, data analysis, and a conclusion with recommendations, supported by a comprehensive list of references.

Research Report

Table of Contents
1.1 INTRODUCTION.....................................................................................................................1
1.2 BACKGROUND ......................................................................................................................1
1.3 LITERATURE REVIEW..........................................................................................................2
1.4 AIMS AND OBJECTIVES.......................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................4
Research Design..........................................................................................................................4
Research Philosophy...................................................................................................................4
Research Type.............................................................................................................................5
Research Approach.....................................................................................................................5
Research Strategy........................................................................................................................5
Research Techniques...................................................................................................................5
Sampling.....................................................................................................................................5
Research Question.......................................................................................................................5
1.5 GANTT CHART.......................................................................................................................6
2.1 RESOURCES............................................................................................................................7
2.2 QUESTIONNAIRE...................................................................................................................8
2.3 DATA AND RELATION VARIABLE.....................................................................................9
3.1 DATA COLLECTION METHOD............................................................................................9
3.2 DATA ANALYSIS....................................................................................................................9
3.3 CONCLUSION AND RECOMMENDATIONS....................................................................13
Recommendations.....................................................................................................................13
REFERENCES..............................................................................................................................15

TITLE: To know the influence of Advertising on customer behaviour: Case Study of Primark.
1.1 INTRODUCTION
In this competitive world it is observed that to sustain in the market companies have to be
unique and creative. Every day new products are launched so it becomes challenging for the
firms to aware and convince people about it. For this purpose they use the activity called as
“Advertising”. This is a process through companies can reach to a larger number of people in
less period of time. In reference to Wei and Lu (2013) advertising has been defined as a paid
form of promotion and is part of marketing. Through this enterprise deliver a concept in the
market that what is the basic aim of this product and services offered by them. Now a days
advertising has become an essential activity for the businesses as this attract the consumer
towards their goods. But as there are lots of advertising campaigns companies need to ensure that
they should show the interest and requirements of the people and should relate it to their personal
life. With this research there will be qualitative analysis through which results can be obtained
giving clear picture about the impact of advertising on the consumer behaviour. With this
activity firms can easily attain the goals as improves their efficiency.
1.2 BACKGROUND
Advertising has lots of benefits attached to it as it has crucial role in the success of the
business. Through it, enterprise will disseminate their message to their target consumers and can
also create customer loyalty. Advertising campaigns aims at impacting behaviour related to the
decision they make, what are their interests and thinking regarding certain product or service.
According to Rahbar and Abdul Wahid (2011) behaviour of customers are the attitude and their
viewpoints towards a concept. Promotion can be done in a way that these things are influenced
about an idea and can also create a demand for that product in the market. Advertisement is a
considered as the most important promotional tools through which information regarding a
particular thing can be delivered to the potential people with the use of various media
platformist. In this both verbal and non verbal way of communication can used depending upon
the scenario. Primark, which is an clothing and accessories company are putting their effort to
build customer base through the use of advertisement. At the same time with this they can also
improve their brand image.
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1.3 LITERATURE REVIEW
To know and frame the suitable findings concerned to the particular research topics
certain studies which has been done is considered and this all is the part of the literature review.
Past studies can be in the form of research plan, articles, journals, books and magazines and all
these are taken into the account to bring secondary data collection so facts can be developed
which shows a relation between advertising and the consumer behaviour towards the purchase of
the goods and service of the company. Smith (2014), says that with the literature review a
understanding can be made regarding the influence of advertising campaigns on the buying
buying behaviour of the targeted audiences.
There are lots of researches which has been done in the past highlighting the impression
of advertising on the behaviour of people who are going to purchase something. As stated by
De Mooij (2010), is not a personal communication message thus a paid form of promotion in
which brand awareness take place to improve the brand image. With this various customers can
be brought through targetting their behaviours and responses towards certain goods. Primark is
involved into framing and creating advertisement which can create value for their products in the
market. This way they bring more recall ads, develops brand recognition ads thus directly
impacting the purchasing behaviour of individuals. Primark is putting their effort to increase
their sales of the products so through ads they are relating their product to the consumer attitude
and their perception. The advertising program created by Primark is totally focusing on the
requirements and demands of the potential buyers.
As explained by Royo-Vela and Casamassima (2011), consumer behaviour is related to
the customer, groups or any firm and how they choose, purchase, use and dispose ideas,
products and services to satisfy their needs and wants. Whatever will be their action in the
market and their motive behind that action will be consumer as consumer behaviour. Primark is
not only coming out with single ads as they know that in a single campaign it becomes difficult
to target the interest of the customer. So with different different ads at various situation they are
catering to the behaviour of various segment. The purchasing perception is influenced by various
factors like how is the quality of the product, what kind of image the brand holds in the market
and this all can be influenced by advertising. They create a plan which will be used for
promotion and with they convey their concept and message. Positive consumer behaviour shows
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that the customers are satisfied from the products and services offered by the company. So they
have to regulate and keep an eye on choices of their consumer.
As stated by De Mooij and Hofstede (2010), an effective advertising campaign has
various advantages attached to it as it directly hit the minds of consumers. They can reduce the
influence of their competitors goods and services also with this. If companies have to maintain or
increase their sales of the products which they sell they continuous need to bring new campaigns
and this will also give them competitive advantage over their rivals. To make sure that people
should not forget about them regular modification of the promotional campaigns are necessary as
this shows their market presence. In the changing market trends they can create a trust among
consumer which will increase their productivity and profitability. Advertising appeals people to
try their brand as they are giving certain quality in certain price. This is a way through which
they can disseminate core values and missions of the company in the market. For the higher sales
it is required that Primark should build new customer base and this can happen only through
advertisement. So they can use various advertisement platforms which are associated with the
print and electronics media. They can put their ads on the bill boards, print papers and organise
some promotional events and etc. As they trade in clothing so they can give their ads in the
fashion magazine and can also target their customers through online advertising.
According to Wu and Wang (2011) advertisements helps the company in branding their
identify among people and thus increase their brand value in between consumers. Any different
or variations in the market can be dealt with an effective marketing plan and at the same time
they can also grab lots of opportunities existing in the marketing. With this they can set up an
image in the minds of customers as a brand which deliver quality products and services on time
with relevant prices. Whatever new products are launched by Primark is reached to the
customers through advertising programs. As their products ranges from fashion clothing,
housewares and cosmetics so it could said that they have different target segments and according
to it they design various promotional campaigns according to the demand and requirements of
the people. They look at the interest of the customer and then try to relate it with them. Earlier
they need to launch different products as things were not that much global but as the booming of
internet they are focusing on the single product catering the needs of global customers. At the
same time they are also using online ad campaign to attract young customers as they are well
aware that almost all the young ones are on the social networking sites so to reach a larger
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number people in less period time with less budget this is the best way they can do. It is not
necessary that all the advertising campaigns as the same aim and goal. With this they can
increase the brand value of the brand, can use it as a promotional tool to get more profits and to
build loyal customers towards them. To sustain in market and to establish themselves as a strong
brand in the market they have to put efforts on their advertisement campaign as it acts as a
backbone for their business. This have to be taken seriously as this is the only way through
which they can change the mind and perception of the behaviour this directly impacting their
buying decisions.
1.4 AIMS AND OBJECTIVES
Aim: To know the influence of advertising on the customer behaviour towards the
products and services offered by Primark.
Objectives:
 To know the various initiatives related to the advertising campaigns of the Primark.
 To have knowledge about the factors whi9ch can influence the consumer behaviour.
 To analysis the impact of advertising on the consumer decision re4lated to the products of
Primark goods and services.
RESEARCH METHODOLOGY
It is use of various tools and can be also called as techniques different in approaches and
are framed by a researcher while finding the results for the specific topic. As per the idea of
Halvorsen, K and et. al., (2013) if they have to communicate suitable findings for the problems
which has been analysed they can collect various data through it. Research sample, design,
philosophy are three tools which will assist them in collecting data to interpreter properly.
Research Design
To properly analysis efficiency of the collected data explanatory and descriptive research
designs are developed. In this respective research project descriptive research design is used by
the researcher in order to find out results and finding concerned to the problem in detail.
Research Philosophy
Certain philosophies are created by the researcher in this certain particular research
project in order to find out suitable finding concerned to the aims and objectives of the issue
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resolution. As briefed by Hsin Chang, Rizal and Amin (2013) in this particular research
Interpretevism is used by the researcher in order to interpret the data properly.
Research Type
There can be quantitative and qualitative research which includes certain approaches and
concepts of data analysis. When taking about this research project the impact of the advertising
on the consumer behaviour is identified through both approaches are done.
Research Approach
As guided by Albayrak and et. al., (2011) in this certain research project the researcher
used an deductive approach to know the outcomes concerned to particular issue or problem. At
the same time he has also used various theories which has affected the research topic to a large
extent.
Research Strategy
As per the view of Shirin and Kambiz (2011) in this research report the researcher used
the questionnaire strategy to evaluate and detail the relationship between the consumer behaviour
and the promotional plan of the Primark. He surveyed and framed certain questions according to
it.
Research Techniques
Thematic analysis is a techniques which is used by the researcher in this specific research
report to develop themes as per the questions asked to the people through the questionnaire in
order to evaluate accurate finding for the particular themes.
Sampling
In the report the sample size which has been taken is of 20 individuals and these people
are directly or indirectly attached to the Primark company. These include marketing manager,
other staff and the consumers of the firm.
Research Question
 What all efforts Primark is making regrading the advertising campaigns to attain their
gaols more effectively?
 To what level Primark is putting their effort to limit the factors which are impacting
consumer behaviour?
 What is the relationship between the advertising and consumer perception?
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 Identify the impact on the consumer behaviour and their decision related to purchase?
1.5 GANTT CHART
Gantt chart is a key tool to analyse the effectiveness of the research plan which has been
made. At the same time it also briefs about the certain operations which are performed by the
research in the way to develop suitable findings in relation to the research topic which has been
chosen. To make sure that the research plan becomes efficient and produce better results the
activities are aligned according to the time period. It also assist them in knowing about the
significance of relationship between the elements like advertising which is affecting the
customers behaviour of Primark.
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2.1 RESOURCES
There are various resources which are available as a option to the researcher for the
collection of data. He can refer to the books and journals related to the affect of advertising on
the consumer behaviour of the customer of Primark company. This data will assist them in
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finding suitable outcomes concerned to the research report. Primary sources is the other
resources of data in which collection of the feedbacks from the experts who are well aware about
the market, board members of Primark, their consumers and the communities where they are
operating their business.
2.2 QUESTIONNAIRE
QUESTIONNAIRE
Name:
Gender:
Age:
Q1. Does Primark putting their efforts in creating different types of promotional campagins in
the market where they are doing business?
 Yes
 No
Q2. Does the advertisement activities really successful in attracting more number of customers
towards the goods and services of Primark?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q3. To up to what level advertising plan is successful in building a good brand value of the firm
in the market?
 To large extent
 To some extent
 Does not impact at all
Q4. What are the benefits which Primark wants to gain through advertising?
 Attracting more consumer
 Improving sales of the organisation
 Increase brand value
 Improve position in the global market
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Q5. Suggest the ways to increase the effectiveness of advertising in order to shift the other
customers towards the products of the company.
2.3 DATA AND RELATION VARIABLE
There are two elements in the current research project to which the researcher wants to
find the relationship between them. These two are the advertising plan of the Primark and the
other one is the consumer behaviour. These both holds a key significant role in the deciding the
impact of marketing on the customer behaviour.
3.1 DATA COLLECTION METHOD
In the research report that is based on the influence of advertising on the behaviours of
customers both the primary and secondary sources is used for the collection of the data. To know
the outcome and to give any recommendation on it researcher has used questionnaire also.
3.2 DATA ANALYSIS
Data collected from the primary source in the survey method a quantitative analysis of
the suitable data is done. They have taken 20 people on which study is done and data is analysed
after knowing the answers of those people. These individuals are the board members of
company, their employees, shareholders, customers and etc. These also showed interrelation
between advertising and the customer behaviour.
Theme 1: Involvement of Primark in bringing certain advertising campaign.
Q1. Does Primark putting their efforts in
creating different types of promotional
campaigns in the market where they are
doing business?
Frequency
Yes 14 (70%)
No 6 (30%)
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Findings: 70% of people are agreeing the fact that Primark is putting their efforts in creating
different types of promotion programs but on the other side 30% of candidates are not agreeing
on this fact which is framed by the researcher in relation to advertisement program of Primark.
Theme 2: Successfulness of advertisement in bringing new customers.
Q2. Does the advertisement activities really
successful in attracting more number of
customers towards the goods and services
of Primark?
Frequency
 Strongly agree 5 (25%)
 Agree 7 (35%)
 Neutral 4 (40%)
 Disagree 3 (15%)
 Strongly Disagree 1 (5%)
10
Frequency
0
2
4
6
8
10
12
14
14
6 Yes
No

Findings: 25% of the people strongly agree that advertisement activities is really successful in
attracting more number of customers towards the goods and services of Primark. Most of them
were neutral on this with percentage of 40%. Out of all 15 % showed the sign of disagreement
and 5% were highly disagreed.
Theme 3: Successfulness of advertising in building a good brand value of the firm in the
market.
Q3. To up to what level advertising plan is
successful in building a good brand value of
the firm in the market?
Frequency
 To large extent 12 (60%)
 To some extent 5 (25%)
 Does not impact at all 3 (15%)
11
Frequency
0
1
2
3
4
5
6
7
5
7
4
3
1
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

Findings: Out of all the individuals 60% of them said that advertising plan successful in building
building good brand image to large extent and 15% said that it does not impact much.
Theme 4: Benefits of advertising which Primark wants to gain.
Q4. What are the benefits which Primark
wants to gain through advertising?
Frequency
 Attracting more consumer 11 (55%)
 Improving sales of the organisation 2 (10%)
 Increase brand value 3 (15%)
 Improve position in the global market 4 (20%)
12
Frequency
0
2
4
6
8
10
12
12
5
3
To large extent
To some extent
Does not influence at all

Findings: Through this, it was analysed that with the advertising campaign company wants to
attract more number of customers.
3.3 CONCLUSION AND RECOMMENDATIONS
Conclusion
From the above report it has been analysed that through advertising consumer behaviour
can be impacted. With this Primark wants to increase their consumer base by an effective
advertising campaign targeting a large number of people. With this companies can change the
perception of the customers towards their products and services and at the same time they can
also create demand in the market.
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Frequency
0
2
4
6
8
10
12 11
2 3 4
Attracting more customers
Improving sales figure of
company
Developing good brand image
Enhance position in
international market

Recommendations
With this research report certain recommendations are as follows:-
 It was observed that the sample of just 20 people taken thus this highlights less
authenticity of the survey. They should have selected a larger group.
 If Primark wants to increase their market share they need to take the advertising
campaigns more seriously and should try to modify the promotional plan on regular basis.
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REFERENCES
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International Journal of Business and Social Science, 2(13).
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advertising strategy and research. International Journal of Advertising. 29(1). pp.85-
110.
De Mooij, M., 2010. Consumer behavior and culture: Consequences for global marketing and
advertising. Sage.
Halvorsen, K and et. al., 2013. Can fashion blogs function as a marketing tool to influence
consumer behavior? Evidence from Norway. Journal of Global Fashion Marketing.
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Hsin Chang, H., Rizal, H and Amin, H., 2013. The determinants of consumer behavior towards
email advertisement. Internet Research. 23(3). pp.316-337.
Rahbar, E and Abdul Wahid, N., 2011. Investigation of green marketing tools' effect on
consumers' purchase behavior. Business strategy series. 12(2). pp.73-83.
Royo-Vela, M and Casamassima, P., 2011. The influence of belonging to virtual brand
communities on consumers' affective commitment, satisfaction and word-of-mouth
advertising: The ZARA case. Online Information Review. 35(4). pp.517-542.
Shirin, K and Kambiz, H. H., 2011. The effect of the country-of-origin image, product
knowledge and product involve. 10(8).
Smith, N. C., 2014. Morality and the Market (Routledge Revivals): Consumer Pressure for
Corporate Accountability. Routledge.
Solomon, M. R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle
River, NJ: Prentice Hall.
Wei, P. S and Lu, H. P., 2013. An examination of the celebrity endorsements and online
customer reviews influence female consumers’ shopping behavior. Computers in
Human Behavior. 29(1). pp.193-201.
Wu, P. C and Wang, Y. C., 2011. The influences of electronic word-of-mouth message appeal
and message source credibility on brand attitude. Asia Pacific Journal of Marketing and
Logistics. 23(4). pp.448-472.
Online
Primark Summer 2016 Advertising Campaign. 2017. [Online]. Available through:
<https://www.thetrendspotter.net/primark-summer-2016-advertising-campaign/>.
[Accessed on 22nd August 2017].
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