An investigation of the impact of store advertising on customer purchasing decisions: A case study of Sainsbury, UK

Harvard, 12000 Words


Store advertising is an old form of advertising but most effective advertising so far. It is also an important element or tool of an overall marketing strategy. An effective store advertising element can uphold sales from customers who already in the store but not willing to take product from the precise company (Espejo, 2010). It makes them rethink about the product that they willing to purchase or help to choose among different types of products in the product category that belongs to the store. It’s a way of communication to the customers who are loyal or potential (Blythman, 2013). Sometimes customer alone fall in trouble to choose the best one from the diverse products and store advertising helps them to justify the product and choose the product. Among different types of advertising in-store advertising is more effective and forcible. To measure the impact of store advertisement on the behavior of customers is the main aim of this research. For collecting primary the researcher conducted a survey over the 200 customers via e-mail. Questionnaires have been sent to 200 participants but responses were received from 180 participants. Different graphs and tables are used to present the primary results and percentage analyses, correlation analysis as well as regression analysis are used to analyse the findings of this research. This research finding is that there is a positive correlation between advertisement and consumer buying behaviour. Except few customers, all customers have positive attitudes towards Sainsbury’s advertisement. The results of this study indicate that most of the customers belief in the advertisement message provided by Sainsbury’s. Most of the customers can recall the advertisement that is positive for the company. This research finds that Sainsbury’s is the most favoured superstore brand after Tesco to the customers. Maximum customers visit the Sainsbury’s store every weekend. From the results, the researcher wants to say that majority of the customers buy very often from the Sainsbury’s. Researcher finds some important factors which customers want to see in an advertisement. Researcher finds that price of the product and entertainment is the most wanted by the customers in an advertisement. Some other crucial factors which customers want to see in an advertisement are celebrity, feature of the product, offers, Opinion of expert about product and quality of the product. By incorporating these factors superstore like Sainsbury’s can influence the buying decision of customers.


Table of Contents

Chapter 1: Introduction

1.1 Research Background

1.2 Rationale of the study

1.3 Research Aim:

1.4 Research Objectives:

1.5 Research Questions:

1.6 Structure of the Study

Chapter 2: Literature Review

2.2 Store advertisement

2.3 Theoretical Literature Review

2.3.1 Theories of Advertising

2.3.2 Advertising Communication Models

2.3.3 Consumer Behavior Models

2.4 Empirical Literatures

2.4.1 Impact of Advertising on Consumer Behavior

2.5 Conceptual Framework and Research Hypothesis

2.6 Conclusion

Chapter 3: Methodology

3.1 Introduction

3.2 Research Philosophy

3.2.1 Justification of selection

3.3 Research Approach

3.3.1 Justification of selection

3.4 Research method

3.4.1 Justification of selection

3.5 Research Strategies

3.6 Sampling method

3.7 Data collection method

3.7.1 Secondary data collection

3.7.2 Primary Data Collection- Questionnaire Survey

3.7.3. Data analysis Instrument

3.8 Validity and Reliability

3.9 Ethical considerations

Chapter 4: Results and Discussion

4.1 Introduction

4.2 Findings and Analysis

4.3 Hypothesis Testing

4.4 Discussion of the Results

4.4.1 The impact of advertising on the consumer purchasing behaviour

4.4.2 Customers’ attitudes towards Sainsbury’s advertisement techniques

4.4.3 Consumer purchasing behaviour at Sainsbury’s UK

4.4.4 Customer driven advertisement to influence consumer buying decision

Chapter 5: Conclusion & Recommendations

5.1 Study Summary

5.2 Conclusion

5.2.1 Achievement of objective 1

5.2.2 Achievement of objective 2

5.2.3 Achievement of objective 3

5.3 Recommendations

5.4 Limitations and Suggestion for Future Research


Appendix A: Survey Questionnaire