Marketing Dissertation – The Impact of Promotional Mix Elements on Consumers Purchasing Decisions – A Case Study of M&S
Marketing Dissertation Title: Impact of Promotional Mix Elements on Consumers Purchasing Decisions. The promotion mix is one of the major elements of 4ps of marketing and day by day companies seem to be giving a lot of emphasis on the promotion mix. The main objective of using the tools of promotion mix is to influence the consumer’s purchase decisions. Influencing the purchase decisions of consumers is not an easy task as there are many variables like emotional variables that turn into brand loyalty or brand attachment. The way a customer beholds at the product greatly depends on the promotional mix. At first, a potential consumer must know there is a product or service that can fulfill the needs of the consumer after consuming the product.
The potential consumers are approached with promotion mix as from making consumers aware of keeping track of each and every consumer is done with the help of elements of the promotion mix. Thus, the issue related to the promotion mix elements’ effectiveness on the consumer purchasing process is quite a burning question to be answered.
For this dissertation, the research issue is related to the effectiveness of the promotion mix on the consumer purchase decision as companies adopt promotion mix to influence the purchase decision of the consumers. The literature review has helped the researcher to identify the dependent and independent variables. The dependent variable is consumer purchasing decision. The independent variables are advertising, public relation, personal selling and sales promotion.
The way the research is designed and the results to a have a solution of the research problem identify the positivism as the research paradigm for this research work. This paper is conducted by deductive research approach. The research is a survey based case study and consumers of M&S are interviewed with predesigned questionnaire.
- To critically find out the independent variables in the promotion mix of M&S
- To critically investigate the variable in the promotion mix of M&S
- To critically find out the relationship between the dependent variables and the independent variables
- To find out a realistic set of recommendation on the findings of the research
Background of the Research
Rationale for the Study
Reasons behind the Issue
2: Literature Review
Consumer Purchase Decisions
The Breakdown of Promotional Mix
Types of Advertising and Advertising Media
Types of Public Relationship Management
Types of Sales Promotion
Types of Personal Selling
The Influence of Promotional Mix on Consumer Purchase Decisions
3: Research Methodology
Limitations of the Study
Future Scope for the Study
The Measures for Central Tendency Measures
Coefficient of Correlation
Reliability Test with Cronbach’s Alpha
5: Findings of the Analysis
6: Conclusions and Recommendations