This assessment will cover following questions:
- Provide the in-depth understanding of the background of the Boots organisation.
- Boots which is one of the largest retailer of UK and Ireland. Generate statement of purpose and statement of problems.
- Summarise your findings and propose the dissertation structure.
1.1 Background to the Research
Consumer buying behaviour is defined as action which are taken by the consumer before taking any decision related with buying any product or service. Consumer buying behaviour is the study of individual, group and organisation in terms of activities those are associated with purchasing of any sort of product and services. Consumer buying process is the process in which study is enumerated in terms of how people may react regarding their business offerings. Advertisement is related with providing such information by which consumers can be influenced and at the same time they can take positive decisions (Martins and et. al., 2019). The major objective of advertisement is to provide awareness within individual so that they can come to know regarding business offerings and take positive decisions as well. Thus, advertisement plays an important role in influencing the consumer buying behaviour by creating desire to purchase the products, grabbing their attention and also arousing their interest towards the products and services. Advertisement helps in increasing the profitability and sale of business by providing information to potential customers related to the brand and products. The current research report is based on the role of advertisements on consumer buying behaviour with health and beauty retail industry of UK. This is stated that the role of advertisement in consumer buying behaviour is seem to be positive as customers are able to recognise the characteristics for the products and accordingly they can judge that whether the same is suitable to meet their needs or not. This way it can be said that within any industry advertisement is showing prominent role in acquiring success and attracting new range of customers.
1.2 Organisational Background
The current research report is executed on Boots which is one of the largest retailer of UK and Ireland. The organisation is having 2200 shops across the UK and Ireland in which they are considered as one of the biggest health and beauty organisation. The organisation is highly dedicated to manage needs of their customers and to meet the same there are different methods and innovation which are continuously introduced by the organisation. The major purpose of Boots is to improve health of their customers so that the company is associated with providing sustainable products to their customers. The company is headquartered in Nottingham, UK and was founded in the year of 1849. The company is the leading retailer of health and beauty in which the company is also considered as the biggest manufacturer as well.
1.3 Significance of the Problem
Advertisement within an organisation plays essential role in terms of managing market image and delivering best quality within business offerings to the customers. This is stated that with the help of advertisements the organisation can reach out to mass people and increase their customer base. Customers are considered as asset for the organisation as whole the working and methods of the organisation are wholly dependent over their customers (Liu and et. al., 2020). The issue which can be faced by the organisation is related with not retaining existing customers and attracting the new one. In this process advertisement is the boon for the organisation in which this would be helpful in conveying characteristic to their