A Study of Waitrose Advertising Impact on Customer Behavior

This report provides a detailed analysis of the impact of Waitrose's advertising campaigns on customer purchasing behavior. It begins with an introduction outlining the research aim, objectives, questions, and hypotheses. A comprehensive literature review explores factors influencing consumer buying behavior, including psychological, social, cultural, personal, and economic factors, and examines ways Waitrose can increase brand awareness through native advertising, social media, word-of-mouth, and company websites. The review also investigates the relationship between advertising and customer awareness. The research methodology outlines the approach used to collect and analyze data. Data analysis reveals key findings related to the research questions and hypotheses. The report concludes with recommendations for Waitrose to enhance its advertising strategies and improve customer engagement. The report emphasizes the importance of understanding consumer behavior and leveraging various advertising channels to achieve marketing objectives.

The Business Project

Table of Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW ...............................................................................................................5
Factors that affect customers buying behaviour..........................................................................5
Ways by which Waitrose can increase awareness about the business among customers ..........6
Relationship between advertisement and customer awareness ..................................................8
RESEARCH METHODOLOGY.....................................................................................................9
DATA ANALYSIS........................................................................................................................13
CONCLUSION..............................................................................................................................24
RECOMMENDATION.................................................................................................................25
REFERENCES..............................................................................................................................28

Title: “A study of Waitrose advertising impact on their customers”
INTRODUCTION
Advertisement is considered as an important way of interaction that is used by company
to encourage their customers for making buying decision towards the products and services.
Basically, it plays an essential role for company to increase their success at wider or competitive
place. This concept is beneficial for encouraging as well as influencing people in context of
specified products that company has offered in market. Along with this, advertisement is also
helps company in creating awareness in people towards the brand and at the same time also
support them to buy certain products. By this, buyer can perceive the quality of products with the
help of acquiring information which they normally get through company advertisement. This is
the reason that, it is one of the important responsibility of business organisation to implement an
appropriate advertisement strategy so that they can easily change customers perception, increase
demand towards offering, create awareness and many more (Ismagilova and et. al., 2020). With
the assistance of this, company can attain competitive advantage from its competitors by
developing their strong customer base. Current research is focus on Waitrose; it is a British
supermarket running their business across the world with the aim of accomplishing their
competitive image. It is located in Bracknell and Victoria, England and serve groceries products
to large number of customers. Company also advertise their products in market place in order to
create awareness and also influence people to buy its products. This can be beneficial in
increasing profitability level and chances of attaining competitive edge.
Research aim
To analyse the impact of advertisement of company on customer’s purchasing behaviour.
A study on Waitrose”
Research objectives
 To determine the factors that impact customer’s buying behaviour.
 To explore the ways by which Waitrose can increase awareness about their business
among customers.
 To identify the relationship between advertisement and customer’s awareness.
Research questions
 What are the factors that impact customers purchasing behaviour?

 What are the ways by which Waitrose can increase awareness about their business among
customers?
 What is the relationship between advertisement and customer’s awareness?
Research hypothesis
 H1: Psychological factor is the major factor that effect customer’s buying behaviour.
 H2: Advertisement channel used for collecting information about the products of
Waitrose are same for males and females
 H3: There is a significant relationship between importance of advertisement and impact
of advertisement.
Rationale of the research
The main reason behind undertaking current research is to examine or explore the impact
of advertisement over the customers of the company. This study provides vast information to
investigator that support them in determining the ways to reach all the set objectives in a detailed
manner. By carrying out this study, researcher will also enhance their skills and knowledge
towards the specified topic (Aragoncillo and Orus, 2018). This may support in developing their
career growth and at the same time will also be able to take necessary decision to draw a logical
determination within the research. Apart from this, it is also beneficial for business organisation
to understand how advertisement contributes in attracting more and more customers towards its
services. It also supports in enhancing the productivity of business at market.
LITERATURE REVIEW
Factors that affect customers buying behaviour
According to Lee, (2019), Consumer’s buying behaviour is one of the crucial concept in
which action is taken by consumers before purchasing any kind of products and services. As it
also considered as a study of group of people or organizational activities that is associated with
purchasing process, use of products, customer’s emotion and their attitude that affect the buying
behaviour of customers. Therefore, it is crucial for business to effectively analyse buying action
of customers before serving products, as it helps in providing them quality products as per their
demands. This will immediately assist in enhancing benefit of firm at market. A variety of
factors impact the purchasing attitude of consumers because it attempts to understand the
decision making of buyers. At the time of purchasing the products, consumers find out the

commodities that they would like to use, they select only those products that is more usable.
After selecting the commodities, buyer makes an estimate of the available money which they can
spend on purchase those selected goods. Lastly, the customers also analyse the prevailing cost of
the products and take the final judgement towards the products that they should consume. In this
context, various factors are there that directly impact the purchasing action of customers. This is
the reason that company needs to analyse the same factors before offering their products to
consumers:
(Source: Factors Influencing Consumer Behaviour, 2020)
Physiological factors - These are known as the different elements related to the
psychology associated with the buying behaviour of customer. Different psychological factors
that are affecting buying behaviour of Waitrose are learning, attitude, motives and perception.
When customers buy any product from Waitrose and if it is of good quality then people will buy
these products again (Rayne, Leckie and McDonald, 2020). On the other hand, if a consumer buy
various products and these are not of good quality, then it creates bad impression of company in
front of customers.
Social factors - These include family, reference groups, social status, etc. While buying
products from a brand, such factors and elements affect mind-set of customers while purchasing
products. Waitrose is an organisation which provides products as per the social factors.

Reference group are small group of people that includes club members, friends, family members,
etc. A person is affected by the group in which he or she resides, this affects the buying
behaviour of that customer towards the product.
Cultural factors - Culture is defined as religion, race, moral values of a customer. It is
important that customers are providing quality products that are related with cultural values and
ethics. These consists of managing effective working of the company by providing products to
the customer according to the culture which is followed. Each and every culture consists of
different constraints, that affects Waitrose.
Personal factors - The personal factors involved with Waitrose customers are age,
income, occupation and lifestyle. These are essential while selling products of Waitrose. In
context of supermarket chain, people of different ages are customers and hence, this company
has to keep all products updated. Income, on the other hand, has an ability for influencing buying
behaviour of customer. When the person is having high disposable income then there are various
opportunities with customer for providing high quality product to customers. Occupation of the
consumer also affects their buying behaviour. In context of Waitrose, it is seen that people of
various occupation can purchase products from this supermarket as it is offering huge variety of
products. Lifestyle of a customer also affects the attitude of consumer towards buying products
of Waitrose.
Economic factors – These are also essential factors that affects buying behaviour of
customer. A person buys products of Waitrose and it depends upon economic situation of a
country. When the nation in which company is operating is successful and have high value
economy, the company has potential to earn more. Here, purchasing power of consumer becomes
high. There are two types of income including personal and family income which is used for
buying different products and items of Waitrose. This company considers these factors before
selling the product within market. Income affects the buying behaviour as person has to pay for
the product which that has been bought.
Ways by which Waitrose can increase awareness about the business among customers
It is analysed from the views of Joshi, Sen and Kunte, (2020), Customer awareness is an
important factor for a company in order to maximise the efficiency to meet potential customers.
Brand awareness is an essential element used within the company for understanding, recalling
and becoming comfortable with the brand. When Waitrose is able to build brand awareness

among the customers, it is easy for this company to meet potential customers. There are different
ways that are used for managing the advertising and increasing customer awareness. Some of
these are mentioned below - Using native advertising - This is an essential factor that is used for enhancing brand
awareness and increasing the customer base. Waitrose can advertise its goods by
advertisements and manage the promotion of products. Social media advertising – The social media advertising is involved in promoting the
commodities and goods of company via social media platform. This means promoting the
products on Twitter, Facebook, Pinterest, etc. The social media advertising is defined as
an offshot for digital media and there are various campaigns which a company can run on
social media. Positive word of mouth - This is defined as the way by which consumers who are using
the product or service provide feedback to other people about quality of product. This
means that people who have experienced the service of Waitrose are giving positive
comments for the service (Hong Van and et. al., 2020). There are different supermarkets
present within market but Waitrose is famous for providing products at comparatively
lower rate. Company website – A company overview campaign in which there are elementary details
of ad campaign. The main objective of this is to increase brand awareness and efficiency.
Social media following can also be increased by using different social media websites
and promoting products and services over there.
 Campaign creatives – These are known as ad copies as well as visuals that are used for
promoting product and service offered by the company. The creative campaign is used
for reaching potential customers and increasing market share. There are different social
media platforms which are used for promoting the services and products by putting ads
on Twitter, Facebook, Snapchat, etc. Waitrose uses these in order to know what are the
various ways by which it is easy to meet potential clients. Facebook audience targeting is
helpful for the organisation as it allows for targeting users on the basis of age, geography,
interests, profession, etc.

Relationship between advertisement and customer awareness
From the viewpoint of Ramandeep and Bala, (2020), it is concluded that advertising is
helpful for making consumers aware regarding the product of company. When the advertising of
product increases then consumers will have to choose the advertised product when they are
thinking for buying a new product. When the advertising is successful, then it is easy to reach the
products in an effective manner. Advertising is helpful for managing various campaigns for
increasing the customer awareness about the product of Waitrose. It is very important for a
company that they are building awareness as well as preference by using the method of
advertising. When people are making choices for buying a product in Waitrose, then they
compare products of company with another brand. The product should be able to manage the set
of choices that are involved in setting the right choices for a product. The awareness and
preference about the product of an organisation depends upon frequency of advertising. Any
company is able to manage the advertising of product if it is able to manage the functioning
effectively (Adwan, 2020). Advertising is done by the company for increasing product awareness
and manage other methods that can be used by consumers to increase product awareness.
Consumers of Waitrose collects and share information and data. This is done by searching and

posting positive reviews on websites. There is a communication marketing in which there is
pursuing of customers for adapting actions by using electronic media. Advertising is helpful for
meeting marketing objectives of the company. There are three components of advertising such as
TV, social media and magazines. These are used by Waitrose for increasing promotion of
product and service. Television is one of the fastest medium of telecommunication in which ads
can be posted and awareness can be increased about product within the customers. It is crucial
for an organization to know that what are the different ways to increase advertising and
promoting. Social media is used nowadays for promoting the products and meeting potential
customers. Magazine advertisements are used for increasing brand awareness. This is helpful to
reach different customers and provide information to them about products and services of the
company. Advertising plays an important role in developing brand awareness and reputation.
This provides content about products and services to customers offered by the company.
Business use advertising for spreading brand among customers and increasing the capacity for
selling products.
Advertising creates awareness - This is known as the way by which products and
services of company are advertised and promoted. Awareness is increased by highlighting
various elements of the brand.
Persuasion - By using persuasive messages, the company can easily market the products
of company. This is done by making creative messages and videos and posting them. Waitrose
also provide various premium gifts and offers to customers. This is helpful to enhance the
information of product among the customers.
Brand image – Advertising is helpful for building a good image in front of customers and
creating a positive mind-set among customers. There are different factors like personality of
brand. Advertisements are creative and they are made for developing a good brand image.
Brand loyalty – Advertising is helpful for developing brand loyalty and this is efficient in
increasing the sales. Different techniques are used for developing brand loyalty which includes
personal selling, sales promotion, direct marketing, etc.

RESEARCH METHODOLOGY
The methodology for research is identified as an effective data collection and analysis
process using a variety of methods. Within this section, it is helpful to implement a research
onion framework in order to gather reliable information on the subject. The research
methodology, philosophy of research, research strategy, choice of study, time horizons, data
collection and data analysis were included in the context of this (Valens and et. al., 2020). These
all are important for researchers to achieve study objectives and aims. Different layers
considered in research onion are mentioned below:
Research philosophy- It is essential in the form or qualitative or quantitative collection
and analysis of data. Two philosophies are called positivism and interpretativism. Both
philosophies are successful but the philosophy of research positivism is more suitable for
conducting present research because researchers are able to obtain and interpret objective

information without requiring extra resources and costs. Interpretivism philosophy is not helpful
for primary research because it takes longer and needs qualitative data.
Research approach- It refers to essential part of the analysis which is crucial for
researchers to achieve research goals and strategies. This section of methodology is divided into
two so-called inductive and deductive approaches. These are qualitatively and quantitatively
considered valid approaches to information processing (Gholizadeh and et. al., 2018). In the
analysis of quantitative knowledge, a deductive approach is useful, whereas a qualitative analysis
is inductive. Therefore, both approaches of analysing data are essential, but deductive
approaches are better and more useful for the analysis of data to investigate impact of
advertisement on of company the customers buying behaviour. This approach helps researchers
easily and expeditiously analyses or evaluates quantitative data. For the performance of this
inquiry, an inductive approach to data analysis is not helpful because data require more time and
resources in qualitative form.
Research strategy- For researchers, gathering information on the subject is necessary and
valuable. Different strategies exist such as surveys, investigative research, action investigations,
case studies, systematic review of literature etc. They are successful methods for data collection
or knowledge on a specific area of study. The systematic literature review and the survey are
main techniques that are used by the researchers to perform this study. Survey has been used as it
is component of primary data collection which is used in the minimum time to collect valid and
reliable data (Amendola, Calabrese and Caputo, 2018). Another strategy that researchers apply to
collect secondary information from many sources such as publications, magazines, articles etc. in
the systemic literature review. All of these are also important for researchers in achieving
research aims and goals.
Research choice- The study's research choice is based on the three methods for an
instance mono, mixed and multi-mixed. All of these are good research choices but the best
option is for primary or secondary study (Waheed and Yang, 2018). The collection should allow
researchers to collect and evaluate information of one kind that is relevant to qualitative or
quantitative data. The mono method will be used because in less time it provides numerical
information. The quantitative research choice is more useful as it provides the reliable
information and measure in terms of numbers.

Time horizon- Time is important section for conducting primary research. This section of
methodology has two approaches which are cross-sectional and longitudinal. These approaches
are important but for executing present study, cross-sectional approach of time horizon has been
applied. Main purpose for applying cross-sectional approach as it supports the completion of
whole research project effectively and systematically.
Data collection- This presents an essential part of research project that aids researchers
gather and interpret information on the subject. There are two primary and secondary types of
data collection methods. The investigator used a questionnaire to collect primary data on
investigate impact of advertisement on of company the customers buying behaviour. Systematic
literature review is a secondary data collection method which was followed by researchers for
secondary data collection on this subject.
Data analysis- For investigating collected information, SPSS tool is intended to be used.
This tool is helpful in analysing the statically information and data effectively. In this present
investigation, researcher uses the SPSS analysis tool to examine the data, so that it can able to
give the accurate statistical information and data effectively.
Sampling- Research as replicated from original population is considered the most
significant aspect. For determining the number of the observations from large crowds or
populations, a sampling is known as a statistical analysis technique. Research sampling is critical
because it provides readers with reliable and credible results. It incorporates the systematic
selection process for respondents from the entire population (Anjana, 2018). The probability and
non-probability are two significant sampling techniques. These are considered to be essential
sample selection techniques for the entire population. The probability type of samples is more
important to choose the sample size for the current investigation as it assists randomly in
choosing the respondents. Main aim for using simple random probability sampling type is that it
doesn't require maximum time and gives valid results. In an investigation, the non-probability
type of sampling is not useful, as it takes as much time to achieve objectives.
Research instruments- This acts as a vital methodology section as this allows researchers
to quickly obtain primary information. There are many primary data collection instruments,
interviews, observations, focus group, modelling etc. These techniques are all relevant, although
the questionnaire is beneficial as per the current dissertation or topic, as it delivers reliable and
effective results in less time (Beckers, Van Doorn and Verhoef, 2018). A questionnaire has been