Research Project: Impact of Marketing Strategies Used by Marks and Spenser in Influencing Consumer Buying Behavior

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Research Topic3

Research Hypothesis3

Rationale for the Research3

Research Methodology4

Action Plan5

Primary Sources6

Secondary Sources6

Questionnaire7

Data Analysis8

Findings9

Presentation15

Recommendations15

References17

Research Topic

Impact of marketing strategies used by Marks and Spenser in influencing consumer buying behavior



Research Hypothesis

The marketing strategies used by Marks and Spenser are effective in influencing consumer buying behavior.

Rationale for the Research

The research mainly aims at focusing on the level of effectiveness of the marketing strategies chosen by Marks and Spenser for attracting consumers and thus increasing sales. It is essential to note that marketing strategies adopted by various organizations are granted central importance, mainly due to the fact that these strategies aims at maximizing the limited resources of an organization, thus causing an increase in the sales opportunity and at the same time, achieve a sustainable competitive advantage as well. It is eminent to mention here that marketing strategy is known to place a direct impact on the consumer buying behavior, thus molding the same and in the desired manner and increasing the sales opportunities for the organization. Thus, the topic would not only be beneficial in highlighting the link between the marketing strategy of Marks and Spenser and the buying behavior of consumers but at the same time, it would also focus on the impact of this marketing strategy on consumer buying behavior.

Research Methodology

As the research deals with an in-depth analysis of the impact of marketing strategies used by Marks and Spenser in effecting consumer buying behavior, mixed research method would be used to analyze the situation. This implies that both the quantitative as well as qualitative means would be adopted in order to make sure the both the aspects of the situation are properly considered, and facts as well as detailed explanation is presented to focus on the situation. It is eminent to mention here that qualitative research is mainly focused on the statistical representation of the data, in the form of numbers, which provides factual information regarding the issue (Creswell and Clark, 2010, Pp: 214- 219). At the same time, qualitative analysis would also be adopted in order to ensure provision of detailed explanation of the situation and at the same time, highlight the essential aspects linked to the situation.

It is eminent to mention here that research methodology is decided on the basis of topic selected for the research, and in case of the current study, mixed method is the best suited and highly appropriate method that aims at focusing on both the factual presentation of data, combined with the description ad detailed analysis of the same, thus allowing the researcher to provide facts as well as details of the same (Bergman, 2008, Pp: 54- 59). Thus, mixed research method is not only essential in focusing on the different aspects of the research topic, but at the same time, it also seeks to highlight the specific and particular aspects of the same issue, thus providing detailed and comprehensive account of the aspect ...