Customer buying behaviour regarding luxury goods in Mark and Spencer

By

ACKNOWLEDGEMENT

No words can express my appreciation and gratitude to my research advisor _______ through the course of this research, Professor _____has taught me numerous values that extend well beyond the realm of _________ (Your Subject Name). His emphasis on dedication to work and his valuable and practical insights of life are some of the major highlights of my education at The University _________. To Professor _____, I say with great respect, thank you very much.

It is a great honour for me to have Professor _______ on my dissertation committee. His insightful suggestions and comments are a major asset to this research. I learned so much from Professor ______, and I will always remember him as a truly superb teacher. To Professor _____, I am greatly indebted.

I would like to thank Professor ______ for his contribution to this research. Professor _____ has provided me with essential input and guidance as an outside member of my committee. His remarks and suggestions are greatly appreciated.

I would like to thank _____________ for the support they had provided me throughout the research project.

I would like to thank _____________ for their support and help in this research.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for the academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

Background of the Research1

Introduction1

Problem Statement2

Rationale2

Aims and Objectives2

Research Questions3

CHAPTER 2: LITERATURE REVIEW4

Theories of Consumer Behaviour4

Buying Behaviour of Consumers for Luxury goods4

Consumer Behaviour and Attitudes5

Mark and Spencer5

Consumer Buying in Mark & Spencer6

Business strategies6

Relationship with consumers7

CHAPTER 3: METHODOLOGY8

Introduction8

Mixed Design8

Research Method9

Research Approach9

Secondary Data10

Survey Questionnaire10

REFERENCES11

CHAPTER 1: INTRODUCTION

Background of the Research

The study of consumers and brand perception about designer clothing was originated within economics, but since the 1960s it has become a discipline in its own right, drawing on theories and methods from psychology, sociology and anthropology as well as semiotics and literary theory. The majority of studies of consumer brand perception have addressed it at the individual level, often using experimental methods to explore cognition. More recent approaches have moved to the socio cultural level and drawn on contemporary social theory. In parallel with this development, there has been a shift away from positivist assumptions about reality towards interpretive approaches based on the idea of the social construction of reality (Alhakmi, 2008, 1096).

Introduction

Marks and Spencer is one of the largest and popular retailers of the world. It is known as the major retailer that trades a variety of merchandise range (luxury goods) under their brand. They are situated in more than thirty countries. They have a strong consumer following and have created a strong brand image over the years. The consumers have confidence and reliability in the Marks and Spencer's products. As per the market research, Marks and Spencer leads the over a majority of its competitors in terms ...