Research Project on Advertising's Influence on Customer Behaviour

This research project investigates the influence of advertising on customer behaviour, utilizing primary data collected through a survey method. The quantitative analysis focuses on data gathered from 20 participants, examining themes such as Primark's advertising campaign involvement, the success of advertisements in attracting new customers, advertising's effectiveness in building brand value, and the benefits Primark aims to achieve through advertising. The findings are presented through frequency analysis and supported by references to relevant academic works, providing insights into the impact of advertising strategies on consumer perceptions and purchasing decisions.

Research Project on Influence of Advertising on
Customer Behviour

Table of Content
• Introduction
• Data Analysis
• References

Introduction
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.

Data Analysis
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%) Frequency
0
2
4
6
8
10
12
14
14
6 Yes
No

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%)
Frequency
0
1
2
3
4
5
6
7
5
7
4
3
1
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Continued...
Theme 2: Successfulness of advertisement in
bringing new customers.

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%)
Frequency
0
2
4
6
8
10
12
12
5
3
To large extent
To some extent
Does not influence
at all
Continued...

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%) 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
Continued...

References
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.

Thank You