ADV270 Consumer Behaviour Presentation
Background Research ◦ Founded in 1884, as of 2018 now has 1479 stores across 50 countries (1025 in the UK) ◦ Mixture of department stores selling clothing, homeware and food and some M&S Food Hall stores (majority of stores). ◦ 60% food sales, 40% clothing and homeware sales. ◦ Large supporter of charitable and community causes through its Sparks scheme – customers donate 1p to charity of choice (out of 10) with every transaction. ◦ Average customer is female, aged 55 and of Social Grade A, B & C1.
Objective ◦ To find out whether Social Grading has an affect on how consumers view a brand.
Hypothesis ◦ Marks and Spencer is not viewed as positively by those of a lower social grading (C2DE) than those in the higher social grades (ABC1).
Research ◦ Online survey shared amongst various groups of people and gaining 27 respondents. ◦ To determine social grading from the job that was posted by the respondent the following table was used:
Social Grading of Respondents Social Grading of Respondents 2 7 5 1 3 9 A B C1 C2 D E
Do you regularly shop at Marks and Spencer? Do you regurlary (at least 2 times a month) shop at M&S? 7 6 5 Number of People 4 3 2 1 0 A B C1 C2 D E Social Grade of Respondents Yes No
How do you view Marks and Spencer (as a store)? How do you view Marks and Spencer? (as a store) 8 7 6 Number of Respondents 5 4 3 2 1 0 A B C1 C2 D E Social Grade Positively Negatively
Reasons for viewing M&S positively.
Reasons for viewing M&S negatively.
Research Limitations ◦ Limited responses to the survey. ◦ Majority of respondents were from a lower social grade (most of which students) so was not as evenly balanced as it could’ve been.
Conclusions ◦ Although research does somewhat support the hypothesis I think it is more likely the age of the consumer that influences how they view the brand based on responses to my survey. ◦ Social grade does have some influence, it is a personal influence and will be an important factor on what brands they use.
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