Dwell UK: Impact of Promotions on Customer Opinions & Buyer Attraction

This project proposal investigates the impact of promotions on customer opinions and attracting buyers in the UK furniture industry, using Dwell as a case study. The research aims to understand the concept of promotion and customer opinion, analyze the promotional methods used by Dwell, and identify the impact of these promotions on customer opinion and buyer attraction. The study employs a positivism philosophy, a deductive approach, a survey research strategy, and a quantitative research method with cross-sectional time horizon. Data collection involves both primary and secondary sources, analyzed using frequency distribution. The expected outcome is to gather in-depth data on the promotional modes used by UK furniture brands to influence customer opinion, highlighting the positive impact of promotional strategies and the need for companies to adopt them. The project also includes a conceptual framework, Gantt chart, and risk register to manage potential challenges.

PROJECT 1
PROJECT PROPOSAL
(Impact of promotions on customer’s opinions and attracting
buyers in UK furniture industry)

1. Introduction
Overview of the topic
◦In the global context, customer is the king of the market. Consumer has the freedom
to make buying decision as per their thought and opinion. To change their perception
and thought promotion and advertising plays a key role (Faith, 2018).
◦To execute the current investigation, the chosen furniture brand is Dwell. It is the
furniture retailer brands in United Kingdom. The company started their business in
the year 2002 by Aamir Ahmad, Sean Galligan and Dave Garrett.

Research aim and objective
◦Research aim:
◦To identify the impact of promotions on customer’s opinions and attracting buyers for the
organisation in UK furniture industry: A study on Dwell
◦Research objective:
◦To understand the concept of promotion and customer opinion within UK furniture industry
◦To analyse various mode of promotion used by Dwell to change the customer opinion towards
their brand.
◦To identify the impact of promotion over customer opinion and attracting buyers within Dwell

Research question
◦What is the concept of promotion and customer opinion within UK furniture
industry?
◦What are the various modes of promotion used by Dwell to change the
customer opinion towards their brand?
◦What is the impact of promotion over customer opinion and attracting buyers
within Dwell?

Research rational
◦The main rational for the current investigation is to gain in-depth knowledge
on the topic so that executing of the investigation can be done in effective way.
This research also helps in understanding the importance of promotion for the
company. The current research also helps in understanding the various modes
of promotion that can be used by the organisation in order to attract the buyers.
With this research, investigator will also know about the impact of promotion
and advertisement on customer opinion (Li, 2019).

2. Literature review
Concept of promotion and customer opinion within UK furniture
industry
◦As per the view of Subaebasni, Risnawaty and Wicaksono (2019), promotion
is a marketing activity which is set of activities that is used by the organisation
to advertise their product and services in the market. This is a marketing tool
which helps the company to communicate with their buyers.

Various modes of promotion used to change the customer opinion towards their
brand
◦In the view of Kim, Jun and Kim (2018), there are various ways of promoting the
product and services. They help the organisation to change the buyer’s opinion for
the brand. Some of the promotional more which brands uses in recent time and make
an interactive communication.
Impact of promotion over customer opinion and attracting buyers
◦As per the view of Hoqu, Hashim and Azmi (2018), there is a positive as well as
negative impact of promotion over customer opinion. If right strategy is used by the
company, then they can attract the buyers and if not they can lose their customer
base

3. Methodology
◦Research philosophy: Positivism philosophy
◦Research approach: Deductive approach
◦Research strategy: Survey
◦Research choice: Quantitative research method
◦Time horizon: Cross sectional
◦Data collection: Primary and secondary
◦Data analysis: Frequency distribution method
◦Sampling: Probability sampling

4. POTENTIAL OUTCOME
◦From the present investigation, in depth data will be collected for the UK
home and furnishing company. This research will gather data about the
promotional mode which UK furniture brands use to change the opinion of the
customer. It is identified in the study that majorly there is positive impact of
promotional mode oh customer opinion and attraction. Therefore, it is also
identified that each and every company need to adopt the strategy of
promotional in order to gain advantage out of it.

5. CONCEPTUAL FRAMEWORK

6. GANTT CHART

7. RISK REGISTER
◦In the current investigation two types of risk is being identifies which are:
Number Risk Mitigation
1 Time: While conducting the
risk they face is completing
the research within the given
time.
This, risk is being mitigated using a most
popular project management tool which is
Gantt chart.
2 Resources: As there are
limited resource to gather
information.
To mitigate that risk secondary data source is
also used.