Consumer Behaviour in the UK high street clothing sector Essay

Consumer Behaviour in the UK high street clothing sector - Essay Example Particularly, UK and US can be regarded as the innovators of industry trends. Subsequently, the retail industry in these regions is substantially competitive, organized and efficient with the growth rate of 35%. The feature of urbanization has transformed the retail format of these countries with innovative tactics and business strategies. Wal-Mart, Mark & Spencer, Morrison, Tesco and Sainsbury are some of the leading chains of UK retail industry. The introduction of global competitors on board have not only enhanced the competition in retail sector but also have groomed the taste of consumer base resulting in the wide diversity towards brands and trends with an exceptional taste. (Experian, nd). In the year 2,000 the spending of consumer (worldwide) estimated on clothes marked the figure of US$1 trillion. (al., 2006) Current consumer behavior concepts; Consumer Behaviors is the study of people buying patterns, depicting the what, when and why aspects of buying. Effective understandi ng of buyer decision making process with social and economical concerns is necessarily to be evaluated in an attempt to understand people’s want and expectations for successful growth. Consumer buying behavior in retail industry is supported by set of six consecutive actions that include: Need / Want acknowledgment. Information hunt Evaluation of substitutes. Buying decision Buying Post Purchase Evaluation. A Model of influencing factors will illustrate various grounds influencing consumer behavior. (Phillip Kotler, 2003) However, the most influencing factors that underpin the ultimate buying decision of consumer are the psychological factor that is being controlled by features like motivation, perception, believes & attitudes and learning. The role of advertising in controlling the psychological factor to steward the others cannot be under estimated. A commentator on American literature claims that, â€Å"Advertisements are the pervasive part of the American aural and visua l environment. It is impossible to ignore their wider role in providing people a general education in goods, status, values, social roles styles and art†. (Phillips, 1997) (Agnes Nairn) The role of advertising can be regarded as factor to mould consumer towards a specific pattern. The different media outlets used for advertisement includes radio, TV, billboards, internet and even the walls. In the broad spectrum the â€Å"can do† aspects of advertising plays a major role in the growth of consumption. A research conducted to unfold the fact witnessed attitude shifts when â€Å"shame campaign† was jointly launched by department of Environment in Belfast and National road safety council in Dublin in November 2000. Attitude shifts were monitored by researchers among the core target of 17-24 males and massive increase in understanding that even one drink would affect driving were found as below: ("Industry as a partner for sustainable developments") Marketing Research and Strategy; The role of Marketing Strategy in the words of John Scully can be defined as a series of integrated actions leading to a sustainable competitive advantage. Competitive advantage depicts development of features which are not simultaneously implicated or discovered by competitors. On the wide spectrum a successful strategic marketing management draws its objectives from the corporate mission of the organization, driven by organizational values and embedded in company’

Corporate social responsibility and business Essay

Corporate social responsibility and business - Essay Example To answer the research question, there is consideration of the actual meaning of corporate social responsibility which relates to understanding the impact of business on the wider world, and considering the positive impact of the business. Corporate social responsibility is a bottom line determiner of the operation of the business. This is because a business that demonstrates enviable traits receives more customers since the business has a social obligation to its customer, implying that if the business demonstrates appropriate social responsibilities to the community which is also the customers, then they will feel much welcome to purchase from the business. In the study work of Boeger, Murray and Villiers (2008), there is evidence that taking a responsible attitude and going beyond minimum legal requirement without considering the size of the business are vital for the success of the business. The study further demonstrates that following straightforward principles that apply to an y business without considering the size is crucial for the welfare of the business. The research proposal takes into consideration the various forms of social responsibility and the bottom line impact on its success. ... The interview would entail recording of the information on questionnaires consisting of two sections. One section comprises information from the community where most are customers of the business, while the other section would be the information from the business. Most of the information in the reading is sourced as evidenced in the research work of Farquhar (2011). Literature Review Information and Data Analysis From the interview, it is evident that working with the local community comes with its benefits. From the information and previous study work of Heald (2005), many businesses find host in local customers since they are vital sources of sales. To be able to recruit employees, there is a need by the business to improve its reputation since a good relationship with the authorities and the community as a whole makes the operations of the business easy. According to Horrigan (2010), most local authorities award contracts to businesses which have a record of involvement in the com munity. Some of information from the interview explains that getting involved with the community would be in terms of supporting local charity or sponsoring a local event. This helps to prove the expertise of the business and demonstrate the face of the business. The information received explains that many businesses involve their employees while working with the community. This is in support to the research conducted by Jackson, Ones and Dilchert (2012), which explains that some businesses will let the employees choose and do voluntary activities for the community and avail pay off time for their efforts. Information received from the interviews indicates that corporate