Marks & Spencer Research Study
Background
The main purpose of this study was to examine the influence of branding on consumer behaviour in the fashion industry using the Marks & Spencer Company as a case study.
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Majority of past research on branding focused on how companies could improve on their brand image to attract customers. However, there had been less research done on how the presence of new or different brands & branding activities influenced the behavior of customers and the purchase decision making process. The study was an attempt to address that gap in the literature concerning branding and customer behaviour.
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I critically examined previous and current literature on the concept of branding and consumer behavior in the fashion industry. I also conducted primary research with the customers of Marks & Spencer to gain some insights into this topic.
Research Objectives
• Critically review the literature behind the concept of branding in the fashion industry.
• Examine the dimensions and frameworks of consumer behavior in the fashion industry.
• Identify and analyze the strong link between branding and consumer behavior.
• Provide recommendations on how Marks & spencer can improve their brand in the fashion industry.
Research Questions
• What are the key elements involved in branding in the fashion industry?
• What are the key concepts of consumer behavior?
• How are the branding practices of companies directly or indirectly related to consumer behavior?
• What strategies can Marks & Spencer implement to enhance their brand image in the fashion industry in the UK?
Research Methodology
• Literature Review: I systematically reviewed more than 50 peer-reviewed publications and journals to identify the ways the branding practices of fashion companies affect customer behaviour.
• Survey: I sent out a survey with 12 questions to 81 Marks and Spencer customers over a period of one month. The questions addressed branding and consumer behaviour ideas like internal brand behaviour, hedonism & utilitarianism, conformity & counter-conformity, brand marketing mix.
Key Findings
• The behaviour of Marks & Spencer’s employees had a moderate impact on consumer behaviour but not a very significant impact
• Majority of the participants said that they shopped for M&S products mainly to solve problems and meet needs.
• Many M&S customers were not interacting with brand products for the sake of fitting in with popular and social trends.
• Most of the respondents were influenced by the quality, design, features, satisfaction and uniqueness of M&S brand product
• Many participants supported the idea that the way M&S positioned itself and its brand products (physically & virtually) affected their buying behaviour.
• Most of the participants believed that M&S brand value & quality was between good and average in comparison to its rivals in the UK.
Recommendations
Based on the feedback of the respondents, M&S marketing teams needed to innovate ways to improve its brand promotional strategy and its overall brand strength and image in the UK.