ADV270 Consumer Behaviour Presentation Background Research Founded - - PowerPoint PPT Presentation

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adv270 consumer behaviour presentation background research
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ADV270 Consumer Behaviour Presentation Background Research Founded - - PowerPoint PPT Presentation

Nov 28, 2022 248 likes •385 views

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

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ADV270 Consumer Behaviour Presentation

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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

  • f 10) with every transaction.
  • Average customer is female, aged 55 and of Social Grade A, B &

C1.

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Objective

  • To find out whether Social Grading has an affect on

how consumers view a brand.

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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).

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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:

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Social Grading of Respondents

2 5 3 9 1 7

Social Grading of Respondents

A B C1 C2 D E

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Do you regularly shop at Marks and Spencer?

1 2 3 4 5 6 7 A B C1 C2 D E Number of People Social Grade of Respondents

Do you regurlary (at least 2 times a month) shop at M&S?

Yes No

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How do you view Marks and Spencer (as a store)?

1 2 3 4 5 6 7 8 A B C1 C2 D E Number of Respondents Social Grade

How do you view Marks and Spencer? (as a store)

Positively Negatively

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Reasons for viewing M&S positively.

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Reasons for viewing M&S negatively.

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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.

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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.