Advertisement Effects on Consumer Buying Behaviour in UK Retail-ASOS

This research proposal aims to identify the effects of advertising on changing consumer buying behaviour within the UK retail industry, with a specific focus on ASOS. It begins by providing a background on advertising and its relevance to business research, justifying the chosen topic and highlighting the research's value for students, organizations, and researchers. The proposal outlines three key research objectives: increasing understanding of advertising and consumer behaviour in the UK retail industry, identifying the types of advertisements used by ASOS, and examining the relationship between advertising and consumer buying behaviour in the context of ASOS. The literature review explores the concept of advertising and consumer behaviour, different types of advertisements used by ASOS, and the relationship between advertising and consumer buying behaviour. The research methodology section details the research design, including the research philosophy, approach, and data collection methods. Finally, a timescale is provided for the completion of the research.

RESEARCH PROPOSAL
(To identify the effects of Advertisement on
changing buying behaviour of consumer towards
the UK retail industry)

Table of Contents
INTRODUCTION...........................................................................................................................3
Background of the topic..............................................................................................................3
Overview of the company...........................................................................................................3
Relevance of the proposed research to business research...........................................................3
Place the proposed study in context............................................................................................3
Justification of the chosen topic..................................................................................................4
Value of this research..................................................................................................................4
Research Aim..............................................................................................................................4
Research Objectives....................................................................................................................4
Research Questions:....................................................................................................................5
LITERATURE REVIEW................................................................................................................6
What is the concept of advertisement and consumer buying behaviour towards the UK retail
industry?......................................................................................................................................6
What types of advertisements used by ASOS for promoting their products and services in the
marketplace?...............................................................................................................................7
What is the relationship between advertisement and consumer buying behaviour in context
with ASOS ?................................................................................................................................7
RESEARCH METHODOLOGY.....................................................................................................9
Research Design..........................................................................................................................9
Data collection and analysis......................................................................................................11
TIMESCALE.................................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Background of the topic
Advertisement generally means promoting the products and services in wider market by
using different channels. The motive of advertisement is to influence the buying decision of
consumers and attract them to purchase the products and service of company (Wu, Chiu and
Chen, 2020). Different forms of advertisement are search engine marketing, social media,
television, radio, direct marketing, print advertisement and many others (Sung, 2021).
Advertisement focuses on creating positive impression about the products and services in the
mind of customer due to which they make purchase which leads to increase in the profitability
and growth of business (Trivedi and Sama, 2020). This research is based on identifying the
effects of Advertisement on changing buying behaviour of consumer towards the UK retail
industry. Within this investigation, the different types of advertisement methods are determined
which can be used by the company in order to enhance their brand image and reputation.
Overview of the company
ASOS is a retail brand which focuses on providing different varieties of products to its
customers including shoes, accessories, beauty products and shoes. The brand was founded in
2000 and also the brand ship their products in more than 196 countries. The purpose of ASOS is
to give fashion loving confidence to its customer. ASOS generally offer their products through
online website due to which they have strong website that provides detailed information related
to the products.
Relevance of the proposed research to business research
The proposed research is helpful for the business as it provides different strategies which
can be adopted by companies in order to promote their product and services in market (Pop and
et. al., 2022). Organisation can identify the ways through which they can influence consumer
buying behaviour.
Place the proposed study in context
Advertisement is one of the effective tool that helps in providing relevant information of
the products and services to wide audience due to which the profitability and brand image of
company increases (Cowan and Ketron, 2019). The proposed study is based on identifying the
effects of Advertisement on changing buying behaviour of consumer towards the UK retail

industry. Advertisement focuses on changing the perception of the customers due to which they
purchase the products of company (Kang, 2019). There are different forms of advertisement
methods which are used by an organisation in order to reach wider audience and provide them
relevant information related to product and services.
Justification of the chosen topic
The topic is chosen to identify the effects of Advertisement on changing buying
behaviour of consumer towards the UK retail industry. While conducting this investigation, the
two main perspective of the researcher will accomplish such as personal and professional. The
personal objective of investigator will achieved as they gain different knowledge and skills while
conducting the research. The professional objective of investigator will be accomplished as it
helps in providing knowledge about the role of advertisement in changing the buyer behaviour of
customers.
Value of this research
This investigation is beneficial for students, organisation and researcher. The students
will learn about the concept of advertisement which will be helpful in their academic. On the
other hand, organisation can know about the different advertisement channel which helps in
promoting the products and services to wider audience. Researcher will gain insight knowledge
about the role of advertisement in influencing the consumer buying behaviour which will be
helpful in conducting future research (Alam and Khan, 2019).
Research Aim
To identify the effects of Advertisement on changing buying behaviour of consumer
towards the UK retail industry: A study on ASOS
Research Objectives
 To increase basic understanding about the advertisement and consumer buying behaviour
towards the UK retail industry
 To identify the types of advertisements used by ASOS for promoting their products and
services in the marketplace
 To examine the relationship between advertisement and consumer buying behaviour in
context with ASOS

Research Questions:
 What is the concept of advertisement and consumer buying behaviour towards the UK
retail industry?
 What types of advertisements used by ASOS for promoting their products and services in
the marketplace?
 What is the relationship between advertisement and consumer buying behaviour in
context with ASOS ?

LITERATURE REVIEW
What is the concept of advertisement and consumer buying behaviour towards the UK retail
industry?
As per the view of Dabija, Bejan and Tipi (2018), advertisement plays a very important
role in engaging more number of customers for buying the products and services in the highly
competitive business environment. Advertising can be defined as process of promoting goods
and services of the company to large number of people in order to increase the overall
profitability and productivity. It mainly involves creating brand awareness about the benefits and
uses of the products to the consumers so that they get detailed information about the following
product or service. By the effective use of advertising in the UK retail industry helps in
satisfying the needs and wants of the customer in order to produce good quality products and
services. Advertisements works as a means of communicating with the potential users about the
product and service produced by them for gaining high success in the retail industry of the UK.
Advertisements provides important information about the quality of the product, advertising
firm, the place where products are available and many more (Hwang and Lee, 2019).
Advertisement is considered as indispensable for the buyers and the sellers. Advertising is the
main factor that changes the buying behaviour of the consumers about a particular product or
service. Consumer behaviour can be defined as the action or behaviour that the consumer usually
display about the search for using, buying, disposing and analysing goods and services that helps
in increasing their satisfaction level. Consumer behaviour and advertisement both are interrelated
with each other as they both the affect the decision of each other in order to build a strong and
effective relationship between them. In simple words, consumer behaviour is all about analysing
how the customer will spend their resources which are available to them such as money, effort
and time on the items related with consumption (Busser and Shulga, 2019). Meeting the needs
and demands of the customer by the UK retail industry helps in achieving their trust and in
increasing their level of satisfaction in order to increase the profitability and market share in the
competitive market.

What types of advertisements used by ASOS for promoting their products and services in the
marketplace?
As per the view of Erdmann, Arilla and Ponzoa (2022), advertising is considered as an
effective strategy that helps in developing the growth of the products and services produced by
ASOS in the competitive market. ASOS makes effective use of advertising so that right
information can be delivered to the customers by different social media channels. With the
advancement in technology, the company can advertise their products and services through
different online portals in order to achieve more number of customers and high share in the
market. There are various types of advertising methods that ASOS uses for advertising their
products and services in the business market to the customers and they are defined below:
Print media advertising – Advertising products and services by using print media helps
ASOS in gaining more share in the market and high customer base for increased sales and
growth of the company. This following category mainly contains different materials also which
are related with the printing and are known as brochures, flyers and directories so that more
customer can be retained within the business (O’Farrell, 2020).
Mobile advertisement – Promoting products through mobile advertising is becoming
quickly more famous because most of the people now a days focus more on using online content
(Sousa-Ginel, Franco-Leal and Camelo-Ordaz, 2021). ASOS uses mobile advertisement to
attract more number of customers for promoting their creative and innovative products or
services which results in gaining high profitability and success in the competitive market.
Social media advertising – Using social media for promoting products and services to
the potential customers and for targetting the right types of customers from the large market
share (Alsabt, 2021). Social media advertising is an effective tool that helps ASOS in identifying
the needs and wants of the customers and in also communicating with the customer in case they
are facing any problems about the following product.
These are some of the strategies that helps the company in attracting customer towards buying
the products and services.
What is the relationship between advertisement and consumer buying behaviour in context with
ASOS ?
As per the view of Wilk, Soutar and Harrigan (2021), there is a positive relationship
between the buying behaviour of consumers and advertisement as it helps in increasing the

overall growth and profitability of the company. In simple words, advertisement is defined as an
art that use of visual images and convincing copy for providing customers a strong sense of
executing the basic need of the product and service produced by ASOS. Advertising can be
defined as a process by which efficient marketers, retailers and professional communicate
effectively with the potential consumers or prospects. ASOS mainly uses print media, mobile
advertising, social media advertising or by radio or internet in order to attract large number of
customers for purchasing the products and services. It is very important for the company to
effectively focus on changing expectations and demands of the customers in today's changing
business environment and with the use of advanced technology (Ziginov, 2021). Studying and
understanding the changing behaviour of the customers is an important task for ASOS as it helps
in producing products on the basis of their choice and demands. Advertising is linked with the
changing behaviour of the consumers because it helps the company in gaining more market share
and success in the competitive business environment. With the more involvement of customers
on social media and watches television on more basis and for this it is necessary for the to
promote the quality and value of products and services to the potential customers. By identifying
the needs and wants of the targetted customers, the company can select effective channel of
marketing in order to deliver better and efficient results in the competitive business market for
increased profitability and growth in the business market (Tobias-Mamina, Maziriri and
Kempen, 2021). It is important for the company to attract customer through effective social
media channels so that they get detailed information about the prescribed products and services
offered.

RESEARCH METHODOLOGY
Research methodology is an important section of the investigation which provides
different techniques and methods for collecting and interpreting the information related to the
proposed study. It generally gives research legitimacy and also focuses on offering scientifically
sound findings. Research methodology is a chapter that allows reader to evaluate the reliability
and validity of the information (Mertler, 2019). The different forms of research methodology are
philosophy, choice, approach, time horizon, data collection and various other. Few elements of
successful research methodology are reporting plan, measurement objectives, recommended
survey and data collection processes.
Research Design
Research Philosophy:
Research philosophy is define as a belief which is used by the researcher to identify about
the way through which data can be accumulate, analysed and interpreted. It generally deal with
nature source and development of knowledge. The three different forms of research philosophy
are pragmatist, interpritivist and positivist. Interpritivist philosophy is used for gathering
qualitative information in the form of words and text. This philosophy provides in sight
knowledge about the chosen topic. Pragmatist philosophy is used by the investigator for
collecting and analysing qualitative and quantitative information. Positivist philosophy is another
type of philosophy which helps in accumulating and gathering quantitative information in
effective and efficient manner (de Vries, 2020). Within this investigation, the researcher will
focuses on choosing positivism philosophy as it is time saving and cost effective due to which
aim and objectives of investigation will be accomplished in appropriate manner. The reason
behind selecting positivism philosophy is that it provides reliable and accurate data related to the
chosen topic due to which better outcomes can be gained.
Research approach:
Research approach includes a plan in which various assumption are drawn and used for
collecting the relevant information about the proposed study. Basically there are two different
types of research approach such as deductive and inductive. The inductive approach is sued by
investigator for collecting qualitative piece of information where deductive approach is used by
the researcher for gathering numerical data (Eti, 2021). The research will lay emphasis on

choosing deductive approach due to the need and requirement of the current research. The reason
behind selecting deductive approach is that it focuses on providing quantitative information in
significant manner within less time and less cost. It is also used for gaining positive outcomes
and also helps in framing hypotheses.
Research strategy:
Research strategy is a process in which set of actions are determined for collecting
information related to the research study in systematic manner. The different forms of research
strategy are survey, case study, experimental research, focused group and many others.
Researcher will focuses on selecting survey strategy as it includes large number of respondents
that give their perspective and opinion related to the chosen topic (DeCuir-Gunby and Walker-
DeVose, 2021). Survey strategy is one of the effective way for collecting the information from
large number of participants. It is mainly used for accumulating primary information by framing
questionnaire.
Research choice:
Research choice helps researcher to collect authentic and reliable information related to
the research study. It is categorised into two different forms such as qualitative and quantitative
research choice. Qualitative research choice is a process of accumulating in-depth knowledge
about the proposed study. Quantitative research choice is method for collecting numerical piece
of data in appropriate manner (Brusov, Filatova and Orekhova, 2020). The methods which are
used for collecting qualitative research choice are case studies, interviews, observation and many
others. Within this investigation, the investigator will lay emphasis on choosing quantitative
research choice as it is cost saving and consumes less time for gathering information. In order to
gather quantitative research choice is social media survey, mobile, online polls and various
others are used by the researcher.
Time Horizon:
Time Horizon generally depicts about the time required for completing the research
project. The two different kinds of time horizon are cross sectional and longitudinal time
horizon. Researcher uses cross sectional time horizon as it focuses on collecting specific
phenomena data. The longitudinal time horizon method is used by investigator for accumulating
data with some extended time period. Within this research, the investigator will choose cross
sectional time horizon as it helps in analysing the data in limited time period.

Data collection and analysis
Data collection is an effective method of research which collect, analyse and interpret the
data related to the specific topic. The two different types of data collection method are primary
and secondary data collection method. Primary data collection method is a process of
accumulating fresh information related to chosen topic. Secondary data collection is a method of
gathering second hand data. Within this research both the type of data collection method will be
used by the researcher. The advantage of primary data collection method is that it provides
relevant and authentic information related to the chosen subject matter due to which research can
be accomplished in effective and efficient manner (Liu and et. al., 2021). Disadvantage of this
method is that it is time consuming as for gathering information few respondents are chosen so
that they can give their reviews and perception related to the topic. The advantage of secondary
data collection method is that it is cost effective but it also have limitation that it provide limited
information related to chosen topic. In order to gather primary information, questionnaire is used
by the investigator. 20 managers of ASOS are chosen on the basis of random sampling method.
For gathering secondary information different sources are used by the investigator are articles,
newspaper journals, magazines and online sources. The advantages of using questionnaire is that
it gathers data from large number of population. But the drawback of using questionnaire is that
it provides dishonest answers and also it is hard to convey feeling and emotions.
Data analysis is method which summarises the information which are gathered by
researcher. Through using data analysis method, researcher can make the study simple and more
accurate. The two different methods of data analysis are thematic analysis and frequency
distribution analysis. Within this research, investigator lay emphasis on choosing frequency
distribution analysis as it focuses on providing numerical piece of data in systematic manner.

TIMESCALE

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