Identification and Implementation of Marketing Techniques that that Suit Different Cultures (A Case Study of Debenhams)

Table of Contents

CHAPTER 01: INTRODUCTION1

Background of the Study1

Purpose of the Study1

Research Question1

CHAPTER 02: LITERATURE REVIEW2

Understanding of Consumer Behaviour through Manrai and Manrai Framework of Cross Culture2

Factors Affecting the Decision of Purchasing Clothes5

Culture and Sub Culture6

Subculture6

Values8

Demographics8

Motives9

Individual motives9

Social motives10

Reference group10

Marketing Activities10

Consumer life style12

The Link between Model and the Retail Strategy13

Retail strategy14

Relevant Theories and Models15

Maslow's Hierarchy of Needs Theory15

References17

CHAPTER 01: INTRODUCTION

Background of the Study

Retail business involves selling of products and services to customers. There are various types of retail businesses including convenience stores, specialty stores, super markets, discount stores, chain stores, and others (Bellenger et al, 1986, pp. 436). Retail businesses allow people to shop in an easy and convenient manner (Bishop, 1992). In order to promote different products and services to customers, retail businesses use various strategies such as store displays and promotion schemes. The focus of different marketing activities, carried out by retail stores, is to develop and maintain long-term relationships with customers (Parasuraman, 1998).

This study is focused on the marketing activities of Debenhams which is one of the oldest department retail stores. In the year 2011, the share of Debenhams in the retail industry of the United Kingdom was 17%. Debenhams has approximately 160 branches in the United Kingdom (Palmer, 2004).



Purpose of the Study

The purpose of this study is to identify different marketing techniques that suit customers of different cultures. The study will focus on the case of Debenhams which is a department retail store in the United Kingdom.

Research Question

This research is based on the following research question:

What are different marketing techniques that Debenhams can use to attract customers of different cultures?

CHAPTER 02: LITERATURE REVIEW

The purpose of the literature review section is to understand the topic of the research from an academic point of view. The literature review section has identified different theories and models with reference to the retail and apparel industry. The main objective of the literature review section is to analyse different buying processes and behaviours that have an impact on the buying process of customers in different retail stores. After this, those theoretical concepts will be applied to Debenhams. The literature review section consists of different segments:

Consumer behavior towards decision making and purchasing of children wear

Effect of demographics and ethnic groups upon purchase focused

Retail strategy

Understanding of Consumer Behaviour through Manrai and Manrai Framework of Cross Culture

During the last few years, an increasing interest of businesses in the impact of culture has been observed. Culture has a great influence on the behaviour of customers. The conceptual model of Manrai and Manrai (1996) presented in this research, included various components of human behaviours. The patterns of migration along with other factors are contributing towards the creation of multicultural population (Patterson & Ward, 2000).

According to the conceptual model, it is important for marketers to consider consumer behaviour in order to influence them. Manrai and Manrai have indicated and explained the complex nature of culture (Burton, 1995). There are many items that are consequences ...