Research Methods: Promotional Strategies in Retail Business Analysis

This research report examines the role of promotional strategies in retail businesses, focusing on their impact on product and service promotion. It identifies various promotional techniques, including advertising, sales promotions, and personal selling, evaluating their contributions to effective marketi...Read More

RESEARCH METHODS FOR STRATEGIC MANAGERS
1

Table of Contents
Introduction .........................................................................................................................................1
Task 1 Select research questions .........................................................................................................1
1.1 Research questions................................................................................................................1
1.2 Factors that contribute to successful research question........................................................2
1.3 Justify the selection of research question..............................................................................2
Task 2 Literature Review......................................................................................................................2
2.1 Conduct literature relevant to the study................................................................................2
2.2 Undertake critical review of the literature............................................................................3
Techniques used under promotional aspects ..............................................................................3
Contribution of promotional strategies in effective marketing...................................................4
Task 3 Research methodology .............................................................................................................4
3.1 Evaluate the techniques for use with quantitative data.........................................................4
3.2 Evaluate techniques for use with qualitative data.................................................................4
4.1 Evaluate methodologies for the study...................................................................................5
4.2 Choose appropriate methodologies.......................................................................................5
4.3 Justify the methodologies......................................................................................................6
Task 5 Data Analysis and Interpretation ..............................................................................................6
5.1 Record and Collate data........................................................................................................6
5.2 and 5.3 Summarize the findings with suitable methods........................................................8
5.4 Critically analyze the findings............................................................................................12
References .........................................................................................................................................14
2

INTRODUCTION
Research projects are always made on specific research topic as per the particular aims and
objectives. Research comprises of creative work undertaken on a systematic basis for the purpose of
increasing degree of knowledge. Research study emphasizes on adequate structure that needs to be
adopted so that determined aims and objectives can be acquired (Tracy, 2012). The present study
has been made with an attempt to analyze the role of promotional strategies in the retail business
entities.
TASK 1 SELECT RESEARCH QUESTIONS
1.1 Research questions
Aim: The research study has been made with an aim to analyze the role of promotional
strategies in retail business entity. The research report is emphasizing the different promotional
strategies that are undertaken by retail organizations for the purpose of promoting products and
services in the market place. Further, several aims are also formulated so that they can give proper
direction to the research study.
Objectives:
 To ascertain the role of promotional strategies in business and product promotion
 To identify different techniques for promotion To evaluate the contribution of promotional strategies in effective marketing
Research questions: For the present study, several research questions have been framed because
it gives specific direction to the research field and this is also vital in deriving proper research
outcomes. Having appropriate research questions can give idea to the researcher regarding topics to
be covered in the research study. Here is the list of research questions for the present study:
 Does extensive marketing campaign of M&S aids in attracting target customers?
 What are the effects on customer purchase decision from adopting the strategy of multi-
channel retailer by M&S?
 How innovative strategies of M&S such as Fit Development team with regards to
womenswear and Belgian Chocolate Jaffa Sphere in foods supported in growing the
business of M&S?
 What contribution does the mobile-first approach to digital development for customers made
in enhancing the marketing activity of M&S?
1.2 Factors that contribute to successful research question
The area of marketing is researcher's field of interest; therefore this particular subject matter
1

has been selected. Business promotional strategies helps in promotional aspects; hence researcher
has chosen this topic. Marketing is important activity for the business because that involves
different practices that make the customers aware about business products and services.
Promotional strategies are considered an important part of the business entity and the process also
aids in enhancing customer satisfaction aspects. With the help of proper promotional strategies,
organization can enhance the productivity level as the strategy involves customer attention on
several grounds (Kovács, 2004). Hence, in general terms, it is clear that promotional strategies are
adopted for comprehending needs and demands of clients and according to the same, supply
prevailing in the market can be fulfilled.
1.3 Justify the selection of research question
Promotional strategies plays vital role in product promotion as through effective strategies,
products can be brought at market place and can be delivered directly to the end users. Promotional
strategies are important because that gives an appropriate direction to the marketing aspects and as a
result that enhances the value of products at market place. Promotional strategies reduce the efforts
on direct marketing and at the same time, it makes the people aware about the list of products and
services (Grönroos, 2004). However, on the other hand, development of such strategies consumes
much time and resources which sometimes decreases attention on other service aspects. Products
are developed at market place for the purpose of meeting the needs and demands of clients and all
such products can be transferred to clients when they are promoted through effective marketing
practices. Thus, from the discussion, it is clear that business entities have to emphasize more on
research and development aspects so that new and innovative methods can be found out for
encouraging the value of promotional aspects. Without the use of promotions, business's fabulous
products and services can't garner the interest of preoccupied and on-the-move customers (George
and Michael, 2001).
TASK 2 LITERATURE REVIEW
2.1 Conduct literature relevant to the study
Product promotion is one of the necessities that need to be adopted by the business entity to
promote the brand among different market place. Product promotion is one such aspect that is
mandatory because that helps the business entities to make the customers aware about the products
and services (Marlow, 2010). Promotion is an essential aspect under marketing that helps the
business entities to acquire suitable position at the market place by using different tools and
techniques. Such strategies are useful in terms of connecting with the clients and through this; they
can also be guided about innovative products and services.
2

2.2 Undertake critical review of the literature
Techniques used under promotional aspects
Advertisement is one of the major techniques that are used as promotional strategies by the
business entities where in information about the products and services are delivered to the clients
through television and other modes (Fitzgerald, 2001). In order to advertise the products at market
place, innovation and creativity is required; as through that only, customers can be persuaded
towards business services. Appropriate and relevant information should be provided to the clients so
that they can develop faith in business services. Advertisement is an impersonal presentation where
a standard or common message is delivered to the clients regarding any product and service.
Advertisement is considered as populous forms of promotion which appeals the customers towards
specific products and services. It is a paid form where in specific message is given to the clients
about price, place, utility and other aspects of the product. It is undertaken so as to reach larger
market place and it is also useful in terms of communicating with the clients. Message is given
publicly to the customers so there is always a proof for it. This makes the customers feel
comfortable to buy the product which is widely advertised (Finne and Strandvik, 2012).
Sales promotion refers to short term use of incentives or other promotional activities that
stimulate the customers to buy the products and the techniques are also useful in terms of having
short term and immediate effect on sale. Discounts, coupons and schemes are the best methods
through which customers can be retained and through which word of mouth publicity can be
promoted (Blas, 2013). Promoting the products with innovative and different techniques can assist
the ratio of selling and through this; customer satisfaction ratio can be encouraged. Most of the
retail business entities emphasize on club cards and memberships so that long term services can be
delivered to the clients. However, on the other hand, sales promotion techniques again and again
indicate that there is no demand of product in the market place; thus this is the reason, company
provides continuous benefits to the clients.
Personal selling is further another mode of facilitating direct selling of products and services
to the clients. This involves face to face interaction between seller and buyer and this allows both
the parties to observe each other's actions closely (Bhattacharyya, 2009). The subsequent mode is
considered as effective because it develops direct communication between seller and buyer and as a
result it gives chance to the business entity to maintain proper relationships with the clients.
However, for such aspect, efforts are required to put in sales force so that proper services can be
delivered to the clients and also because they connect directly with the end users.
3

Contribution of promotional strategies in effective marketing
Promotional strategies contribute largely in marketing practices and it also increases the
effectiveness of marketing processes of business entities. Promotional strategies entice customers
towards organizational products and services and this also assists the business entity to expand the
market share. Marketing process is all about promoting good things in the business and through
this, customer base of the company can be encouraged (Andersen, 2001). Marketing activities of the
business get enhanced at the time when they customers are more likely to be persuaded about the
products and services. Marketing process makes the customers aware about the products and
services and this is possible if the promotional practices are effective enough to entice the attention
of clients.
Promotional aspects change the mindset of customers and this also underpins effectiveness
of marketing practices. A business entity can retain its position in external market place if all the
promotional aspects are effective enough to create competitive edge over the rivalries. Promotional
strategies are effective in terms of managing customer base of the company and this can also change
the purchase decision of customers (Blas, 2013). Hence, it is clear that promotional elements of
marketing mix augments the value of business products and services; hence more concern should be
given towards promotional aspects.
TASK 3 RESEARCH METHODOLOGY
3.1 Evaluate the techniques for use with quantitative data
Data analysis and interpretation is one of the major part of research study where in findings
and responses of customers’ needs to be presented in appropriate format. The category can be
segregated into two types such as quantitative and qualitative where in data can be interpreted and
concluded in suitable format. In the present case, researcher has undertaken quantitative technique
where in analysis has been made as per the statistical format. Tables, charts and pictures have been
prepared so as to show the data in adequate format and also to clarify the findings in proper manner
(Stake, 2005).
3.2 Evaluate techniques for use with qualitative data
At the same, researcher has formulated several themes and on that basis, interpretation has
been made. Thus, it can be said that data has been evaluated in proper manner as per the feasibility
of research technique. Survey has been conducted under primary research and responses have been
collected from the customers through providing them questionnaire. Further, secondary data has
been analyzed on the basis of preparing different themes.
4

4.1 Evaluate methodologies for the study
Research methodology section is important for every research study because this increases
the scope of research report and also assists the researcher to reach towards determined aims and
objectives. In such respect, researcher has used several tools and techniques which have helped in
acquiring huge data regarding research topic (Yin, 2009). In the below mentioned section, all the
applied tools and techniques are discussed:
Data collection: In order to complete any research study, it is essential for the researcher to
collect data from various sources; thus for the present study, researcher has used primary and
secondary both the sources (Salkind, 2010). Using such sources assisted the researcher to collect
relevant and authentic data about the research topic.
Research approach: Research approach can be segregated into two categories such as
inductive and deductive; however in the present study, researcher has used deductive research
approach which usually begins after forming a hypothesis.
Research philosophy: Research philosophy influences the research activity as number of
variables is developed between all. The other category of research philosophy is Positivism which is
a general scientific method and which is highly organized and measurable. The main aim of using
such philosophy is to discover different patterns and regularities of social world.
4.2 Choose appropriate methodologies
 Under primary resource, researcher has taken data from customers of business entity who
use the products. This helped in identifying effectiveness of promotional aspects and how
much it assists business entity to acquire attention of customers. Apart from this, secondary
sources are also used in which the researcher has accessed several books, journals and
articles (Primary and secondary sources, 2012). Data collected from secondary sources have
been utilized in the section of literature review.
 Researcher has selected deductive approach. There are two categories of approaches such as
inductive and deductive. Hence, in inductive approach, there are no set of rules to be
followed in quantitative study because it is based on deductive orientation (Sreedharan,
2007). The other category of research approach is inductive approach in which researcher
usually emphasizes on exploring new phenomenon from different perspective. Inductive
reasoning is more common way where in the scientists can conduct varied sorts of
experiments.
 In the present case, Interpretivism philosophy has been taken into account as that puts
emphasis on the collection of qualitative data (Saunders and et.al. 2007).
5

 In the present case researcher has selected random sampling technique where in customers
of the business have been selected. Sample size for the present study is 30 customers.
4.3 Justify the methodologies
 Primary and secondary both the sources are adequate for the current research study; thus
researcher has undertaken both the sources. Chief primary data has been collected through
customers of the retail business entity.
 Deductive approach is used so that to focus on casual aspects and that aids in developing
appropriate results through quantitative research design. Hence, it is all about collecting data
and seeing different patterns so that appropriate meaning can be derived.
 Interpretivism philosophy uses varied methods such as unstructured interviews and
observation and that further increases the scope of data evaluation. Hence, for such purpose
it is selected.
 Sampling is the method that is useful for the researcher to select suitable segment which is
required to be selected for the present study (Sapsford and Jupp, 2006). Sampling can be
done through different techniques; however random sampling technique has been selected.
TASK 5 DATA ANALYSIS AND INTERPRETATION
5.1 Record and Collate data
Name
Q1. Which promotional tools are more effective for you in terms of repeat purchase?
Particulars Responses
Advertising 15
Public selling 5
Direct selling 5
Sales promotion 5
Q2. Do you think discount offer made by the company is beneficial for you?
Particulars Responses
Yes 25
6

No 5
Q3. Do you think that promotion through social networking websites is helpful for the business?
Particulars Responses
Yes 23
No 3
A few times 3
Q4. Do promotional activity of Marks and Spencer have any impact on your buying decision?
Particulars Responses
Yes 24
No 4
A Few times 2
Q5. How do you compare sales promotion activities of Marks and Spencer with that to any other
competitor?
Particulars Responses
More rewarding 10
Less rewarding 3
More consumer oriented 12
Less consumer oriented 5
Q6. How often do you purchase M&S's products during and after sales promotion exercises?
Particulars Responses
Very frequently 24
Less frequently 3
A few times 3
Q7. How often do you purchase M&S's products before promotional exercise?
7

Particulars Responses
Frequently 12
Sometimes 15
Never 3
Q8. How did you come to know about the services of Marks and Spencer?
Particulars Responses
Advertisement 20
Social media 5
Word of mouth publicity 5
Q9. Did you find the Marks and Spencer's advertisement more attractive?
Particulars Responses
Yes 27
No 3
Q10. Do you get the same and exact product that you see in the advertisement?
Particulars Responses
Yes 29
No 1
Q11. Do you think that there is a need of change in promotional strategies of Marks and Spencer?
Particulars Responses
Yes 6
No 24
Q12. Are the promotional strategies effective for you to facilitate word of mouth publicity?
Particulars Responses
Yes 26
8

No 1
A few times 3
5.2 and 5.3 Summarize the findings with suitable methods
Theme 1 Which promotional tools are more effective for you in terms of repeat purchase
While asking this question, 15 customers said that the technique of advertisement is highly
effective because this helps them to facilitate repeat purchase in higher extent. Repeat purchase is
facilitated through this source since advertisement makes the customers aware about the list of
products and services which the company sells to its customers. However, on the other hand, 5
customers said that public selling is one such technique through which they get encouraged and
through which repeat purchase is facilitated. Remaining 5 said that they purchase the product
repeatedly through getting attracted by direct selling technique. Further, remaining 5 said that sales
promotion technique is the one which helps them to facilitate repeat purchase on continuous basis.
Hence, from the discussion, it is clear that advertisement and other promotional techniques entice
the customers to re-buy the products.
Theme 2 Do you think discount offer made by the company is beneficial for you
Discounts are considered as beneficial for the customers and this also helps them to do word
of mouth publicity on the higher extent. While asking the question, 25 customers said that they feel
satisfied and highly encouraged when they get discounts and different schemes with the products.
Furthermore, remaining 5 said that they do not consider discounts beneficial because the products
they get are already affordable. Such customers also said that they need discount in luxury products
and services and they also said that getting such offers on luxury items can assist them to do repeat
purchase. Hence, as per the majority, it is clear that discounts and offers help the business entities to
retain potential customers for longer span.
Theme 3 Do you think that promotion through social networking websites will be helpful for
the business
In contemporary scenario, social media tools and techniques are highly useful as that assists
the business entities to capture larger market segments. It has been observed that most of the
business entities have been emphasizing on social media tools and techniques so that they can
entice huge customers towards all the products and services. In such respect, 23 customers said that
social media tool is highly beneficial for business entities as this gives the organization an
9

opportunity to expand their networking aspects. Customers have supported this because many of
them acquired information about products and services through social media tools. Out of 30, 3 said
that a few times, promotion through social media tools is beneficial because it helps the customers
to communicate directly with the employees. Remaining 3 said that website is not useful for the
company because sometimes fake websites creates loyalty issues among the customers.
Theme 4 Do sales promotion activity of Marks and Spencer have any impact on your buying
decision
Sales promotion activity highly impacts the mindset of customers which also changes the
purchase decision. The technique of sales promotion seems to be beneficial for company and for
customers as well because that entices customers to purchase products on higher extent and on the
other hand it enhances productivity aspects of the company. 24 customers said that sales promotion
activities have an impact on their purchase decisions and that also aids them to facilitate word of
mouth publicity. The customers are satisfied with the services of the business entity and a result,
they are retained directly. 4 customers said that sales promotion activities of Marks and Spencer are
not able to change the purchase decision of customers; however remaining 2 said that these
activities highly entices their mindset and alters their decision to purchase the products.
Theme 5 How do you compare sales promotion activities of Marks and Spencer with that to
any other competitor
Sales promotion activities of Marks and Spencer are highly effective as compared to other
business entities and this is evident with the acquired responses of customers. While asking this
question, 10 customers said that the sales promotion activities are more rewarding as compared to
the rivalries; however 3 said that sales promotion activities are less rewarding because they have
never purchased products through promotional aspects. 12 customers said that sales promotional
activities of Marks and Spencer are more customer oriented and includes all such provisions that are
required for increasing customer satisfaction aspects. However, remaining 5 customers said that
sales promotional activities are less customer oriented and services are even not effective as per the
level of standard.
Theme 6 How often do you purchase M&S's products during and after sales promotion
exercises
While asking this question, 24 customers said that they very frequently purchase products
from Marks and Spencer after seeing the products on sales promotion exercises; however 3 said that
they less frequently purchase the products even after seeing the sales promotion exercises. But
remaining 3 said a few times they purchase products from Marks and Spencer after seeing
10

promotional exercises. Thus, from the responses it is clear sales promotion techniques are
somewhere useful for the company because that entices the customers to purchase the products
from the subsequent business entity.
Theme 7 How often do you purchase Marks & Spencer's products before promotional
exercise
While asking this question, 12 customers said that they frequently purchase Marks and
Spencer's products before promotional exercise and they say that they purchase such products
because they have prominent knowledge about the types of services. 15 customers at the same time
said that they sometimes purchase the products before promotional strategies and they also said that
they get information about business's products and services through word of mouth publicity.
Remaining, 3 customers said that they never purchase products of M&S before promotional
activities.
Theme 8 How did you come to know about the services of Marks and Spencer
While asking the subsequent question, 20 customers said that advertisement is the technique
through which they get information about the products and services to the customers. Customers
said that they prefer to see the advertisement since that makes them aware about different products
and services. 5 customers marked it to social media because they usually get information about
company's products through accessing social media. They are active on social media and while
accessing the same, they get information about company's products and services. Remaining 5
customers said that they acquire knowledge about the products and services through word of mouth
publicity. Hence, this reflects that customers are satisfied with the products and services of Marks
and Spencer because this is the only reason that they facilitate word of mouth publicity.
Theme 9 Did you find the Marks and Spencer's advertisement more attractive?
Advertisements of Marks and Spencer are highly enticing and that assists the customers to
derive information about diversified products and services. Thus, in the same context while asking
the subsequent question, 27 customers said that they find the advertisement more attractive and this
also influences their purchase decision making process. However, remaining 3 customers said that
they did not find the advertisements attractive and reason being is use of inadequate elements in
promotional strategies. Articulating the responses, it can be said that a few changes can be made to
existing advertisements of Marks and Spencer for persuading more number of customers.
Theme 10 Do you get the same and exact product that you see in the advertisement
It is essential for every business entity to deliver exact products and services to the
customers which they show in the advertisements. Hence, articulating the responses of customers, it
11

is evident that Marks and Spencer deliver exact products and services which they show in the
advertisement. 29 customers said that they get same products from the business entity which they
see in the advertisement; thus it is clear that the advertisements of Marks and Spencer are reliable
and authentic. However, remaining 1 customer said that the advertisements are not reliable.
Theme 11 Do you think, there is a need of change in promotional strategies of Marks and
Spencer
While asking this question, 24 customers said that they do not want any change in the
promotional strategies of Marks and Spencer and they are fully satisfied with the promotional
elements of the business. However, on the other hand 6 customers said that they need changes in
promotional strategies of Marks and Spencer because a few times, they found the advertisements
irrelevant and ineffective as well. Thus, promotional strategies can be changed in a few places.
Theme 12 Are the promotional strategies effective for you to facilitate word of mouth
publicity
Promotional strategies can be termed as effective when they are able to influence the
mindset of customers and as per the promotional strategies of Marks and Spencer; it is that
promotional aspects facilitate more word of mouth publicity. This has been evaluated from the
selected respondents as 26 clients said that the strategies are effective and help them to facilitate
word of mouth publicity; however remaining 1 said, strategies are not effective and 3 said the y are
effective in a few areas.
5.4 Critically analyze the findings
Concluding the entire research study, it can be said that promotional activities plays crucial
role in an organization and that also helps in persuading more number of customers towards the
business services and products. From the research, it is articulated that business entities pays more
emphasis towards promotional aspects and they spend more resources on promotional facets so that
larger market can be captured (Andersen, 2001). At the same time, it has been explored that
advertisement is the major source which is adopted by business entities and they usually promote all
types of services through one such mode. Advertisement is considered populous because prefer to
see all the advertisements and according to the same they influence their own purchase decisions.
Sales promotion is another technique that assists the business entities to promote the
products on different market segments and the businesses are also able to retain the potential
customers for longer span. From the organizational analysis, it has been identified that Marks and
Spencer has been providing several types of discounts and schemes to the customers so that they
can facilitate customer retention (Fitzgerald, 2001). This reduces organizational efforts on customer
12

retention strategies. Discounts, schemes and club cards are those modes which are adopted by the
business entity and which facilitates word of mouth publicity from the customers. Marks and
Spencer is also focusing on social media tools and techniques and through this, the business
captures larger market share.
However, in terms of recommendations, it is suggested to Marks and Spencer to use only
prominent sources under social media so that customers may not lose faith from business services.
The employees of Marks and Spencer should communicate frequently with the customers through
social media sources so that client’s requisites and needs can be found out. At the same time, it is
also suggested to the business entity to provide appropriate products to the consumers which they
depict in the promotional elements (Kovács, 2004). Apart from this, there should be proper
communication regarding customers and employees so that all the needs and requisites of customers
can be identified properly. Because having proper communication with the clients can enhance
creativity aspects and through this, the business will also be able to comprehend the needs and
demands of clients regarding different products. Major changes can also be made as per the
competitor's policies and that will also retain business's position at market place (Fitzgerald, 2001).
Further, it is also suggested to the business entity to facilitate more innovation and creativity
in the promotional processes so that number of customers can be enticed. As compared to
competitors, Marks and Spencer have to emphasize more on promotional activities so that customer
switching ratio can be declined (George and Michael, 2001). Moreover, the business can also focus
on digital media so that to influence customer’s purchase decision. This can also augment the ratio
of word of mouth publicity. After sales services are other sources through which promotional value
can be accelerated. Hence, it is suggested to subsequent business entity to emphasize on integrated
promotional strategies so that all the elements of marketing mix can be adopted. Customers are
always satisfied when they are provided with additional and effective services; hence Marks and
Spencer should focus on such aspects for more customer value. The business should keep itself
apart from fake and counterfeit advertisements and promotional strategies so that to survive in
competitive market place (Saunders and et.al. 2007).
13

REFERENCES
Books and journals
Andersen, H. P., 2001. Relationship development and marketing communication: an integrative
model. Journal of Business & Industrial Marketing. 16(3). pp.167 – 183.
Bhattacharyya, K. D., 2009. Research Methodology. Excel Books India.
Blas, N., 2013. Hispanic marketing and communication resources: a selective bibliography.
Reference Reviews. 27(4). pp.12 – 14.
Finne, A. and Strandvik, T., 2012. Invisible communication: a challenge to established marketing
communication. European Business Review. 24(2). pp.120–133.
Fitzgerald, J., 2001. Advertising and promotion. Black cat Pub..
George, B. E. and Michael, B. A., 2001. Advertising and promotion. An Integrated Marketing
Communications Perspective. New York: MacGraw Hill Higher Education.
Grönroos, C., 2004. The relationship marketing process: communication, interaction, dialogue,
value. Journal of Business & Industrial Marketing. 19(2). pp.99–113.
Kovács, G., 2004. Digital asset management in marketing communication logistics. Journal of
Enterprise Information Management. 17(3). pp.208 – 218.
Marlow, C., 2010. Research Methods for Generalist Social Work. 5th ed. Cengage Learning.
Salkind, J. N., 2010. Encyclopedia of Research Design. SAGE.
Sapsford, R. and Jupp, V., 2006. Data Collection and Analysis. SAGE.
Saunders, M., and et.al. 2007. Research Methods for Business Students. England: Pearson
Education.
Sreedharan, 2007. A Manual of Historical Research Methodology. South Indian Studies.
Stake, R.E., 2005. Quantitative case studies. Thousand Oaks, CA: Sage.
Tracy, J. S., 2012. Qualitative Research Methods: Collecting Evidence, Crafting Analysis,
Communicating Impact. John Wiley & Sons.
Yin, K. R., 2009. Case Study Research: Design and Methods. SAGE.
Online
Positivists vs. Interpretivists. 2009. [Online]. Available through:
<http://marytrouble.blogspot.in/2009/05/positivists-vs-interpretivists.html>. [Accessed on 25
December 2015].
Primary and secondary sources. 2012. [Online]. Available through:
<http://www.ithacalibrary.com/sp/subjects/primary>. [Accessed on 25 December 2015].
14