Mobile Marketing Methods Used to Increase The Recognition of Products and Service of Marks & Spencer

Aims: To analyse the way mobile marketing such as mobile apps affecting the customers buying behaviour in Retail- A study of Marks and Spencer

Objectives

• To identify the mains drivers of customers buying behaviour?
• To explore the reason how mobile apps, create behavior value for customers
• To analyses how mobile apps affects costumers buying behavior.
• To recommend strategies for improving mobile marketing to positively impact the customer buying behaviour.

Research Questions

• What are the main drivers of customer's behaviour?
• How mobile apps, create behavior value for customers?
• How mobile apps affects costumers buying behavior.?

TASK 1

P1 Primary and secondary research using appropriate methods for business research project

Research methodologies are analysed as specific procedure and techniques which are used for identification, selection, processing and analysis of information related to topic. It is considered as important for scholar to determine analyse effective research methodologies which helps them in collection of data and completion of research in appropriate manner (Neuman, 2013). It provides a systematic and logical way to resolve a problem and help the customers in understanding the process not just production of research but also the analysis of methods in addition to the information obtained by them. In this research, Scholar has carried out analysis on the way mobile marketing such as mobile apps affecting the customers buying behaviour in Retail in context Marks and Spencer. In this context, there are various important primary and secondary research methods are used for collection, analysis and interpretation of information for completion of research in effective manner. However, there are some important research methods have been analysed which are mentioned below:

Research Philosophy

It clearly encompasses the belief of scholar about the ways through which data related to phenomenon have been collected, analysed and utilized for completion of research (Solomon and et.al, 2014). Different research scholars and experts have clearly stated that implementation of mobile in business operations have provide support in increasing customer's satisfaction and services. There mainly two types of research philosophy which are commonly used in research such as Positivism, interpretivism. In this research, scholar needs to analyse the impact of mobile application on buying behaviour in retail industry (Mackey and Gass, 2015). Positivism philosophy based on assumption that factual knowledge is gained through observation and it depends upon quantifiable observations which leads to statistical analysis. In order to gather answer of research questions related to impact of Mobile application on buying behaviour of customer, researcher has implemented interpretivism research philosophy. It helps the scholar to analyse various theories relevant with study to collect information. This philosophy has provided support to researcher in increasing feasibility of entire investigation and supported in drawing effective as well power conclusion.

Research Design:

It is analysed as set of important methods or some detail outline of entire research methods. Various scholar and authors have utilized various research design in different types of research. It also determines the kind of study, research problems and various dependent as well as independent variable which are developed by researcher for completion of research in effective manner (Lewis, 2015). Mainly research design have been classified in two important parts such as exploratory and descriptive. Further, experimental research design is analysed as kind of technique which helps the organisation in developing cause and effect relationship between two important variables. In this way, research needs to carry out some experiments to gain relevant information about the topic (Kim and Lennon, 2013). In this study, Descriptive research design is used by scholar for carrying out analysis on impact of Mobile application on buying behaviour of consumers in retail sector. This design help scholar in involving theoretical aspects and models for development of clear understanding related to the influence of mobile marketing on behaviour of customers towards buying of products and services.

Research Approach

It is another important research methodology which is used by scholar for selection specific way through which the reliability and validity of output can be increased. However, there are two important approaches such as inductive and deductive approach. These approaches are useful for scholar to analyse the influence of mobile marketing on business operations. Further, deductive approach is considered as technique in which researcher needs to develop and test the hypothesis (Vaioleti, 2016). This important technique tends to generate valid results which are to be achieved by management. However, inductive is considered as completely different from deductive methodology. In this research, scholar needs to carry out analysis various theories and models related with mobile marketing to analyse its implication on buying behaviour of consumers in retail sector. It orders to current information on impact of mobile marketing on buying behaviour, scholar has taken support of deductive approach. It is considered as an effective tool for completion of research in appropriate manner.

Sampling: It is also considered as important of research which is used by scholar for selection of sample population from selected large population in order to collect, analyse and utilize data. Methods of sampling are used for selection appropriate sample size from which relevant data related impact of mobile marketing such as mobile application on buying behaviour of consumers in retail sector have been discussed in appropriate manner. Moreover, sampling techniques have been classified in to two categories such as probabilistic and non-probabilistic sampling (Flick, 2015). In this research, scholar needs to analyse the impact of mobile marketing on the buying behaviour of consumers in retail sector. Simple random sampling have been utilized by scholar in this research for selection of sample size which are 50 customers of Marks and Spencer. It is considered as effective for scholar because customers have provided clear and relevant information related to topic for collecting information.

Data collection: It is considered as important part of research project which implies to collection of relevant data and information related to impact of mobile marketing such as mobile application on the buying behaviour of individuals (BNS and HV, 2013). There are mainly two methods of data collection such as primary and secondary which involves techniques. In primary analysis, Questionnaire survey technique is utilized by scholar to collect relevant information and making research more accurate as well as reliable. Further, secondary research is conducted by analysing various articles, journals and online Websites which has provided support in analysing methods which are used by organisation in Mobile marketing to influence the buying behaviours of consumers.

Data analysis: It is considered as a process of evaluating data using analytical and logical reasoning to examine each component of data provided by customers (Ledford and Gast, 2018). In this, data from various sources is collected, reviewed and then analysed to form some sort of findings or conclusion. However, there are mainly two important methods of data analysis like qualitative and quantitative data analysis (Bauer, 2014). As present study is qualitative in nature, thus scholar has utilized thematic analysis techniques for presentation of findings of research by using charts and diagrams etc. It has provided support determining outcomes by developing themes and determining the impact of mobile marketing on buying behaviour of consumer in retail sector.

Ethical consideration

In order to carry out research, scholar has followed ethical guidelines while working on this research project (Miller and et.al, 2012). This has helped researcher in avoiding issues and conducting investigation in systematic manner. Scholar has provided written consent form to participants. customers of marks and Spencer have signed the form and provided their consent for this investigation (Green, Camilli and Elmore, 2012). However, all information provided by scholar is not shared with any third person. Data security and maintaining privacy was also taken in to consideration by customers. Scholar has not provided any wrong information about organisation and not copied any material from secondary resources.

Research limitation: This study also contains some limitation which are occurred to lack of understanding about the concept and selection of research methodologies (Persaud and Azhar, 2012). Further, Less time for collection of information and analysis of data has also created issues in making research more reliable and accurate.

P2 Appropriate analytical tools to analyse research findings and data

Theme 1: M&S has implemented mobile marketing in its business operations.

Interpretation and analysis: Questionnaire survey method has been selected by scholar for analysis of primary data collected selected sample population. From the sample of 50 customers, 25 customers are “Strongly Agree” that M&S has implemented this mobile marketing strategy in its business operations. 15 customers are also “agree” with this statement, whereas 5 are “disagree” and 5 customers are “Strongly Disagree” from this comprehension. From the above analysis, it is clear that M&S has implemented mobile marketing in its business operations. 

Theme 2: mobile application are beneficial for customers to buy products and service online

Interpretation and analysis: Questionnaire method is used by scholar to ask questions related to benefits of mobile application for customers. As per sample of 50 customers, it is clear that 10 customers are “ Strongly Agree” as they mobile application are beneficial for customers to buy products and service online. 20 other customers are quite “Agree”, 15 customers are Disagreed and 5 are Disagreed about the statement. Hence, it can be interpreted that mobile application are beneficial for customers to buy products and service online. Marks and Spencer needs to utilize different E commerce and mobile Application for influencing buying behaviour of customers.

Theme 3: Social factor influences customer's perception to utilize Mobile application for buying retail products online. 

Interpretation and analysis: From the above questionnaire survey method, it is analysed that 24 customers have specified that Social factors such as Family, friends and colleagues, provide major influence on their perception to utilize mobile application for buying retail products. However, 15 customers have stated “cultural factor”, 7 customers have said this “technological factor” and remaining 4 have stated that “cost factor” influence their decision. Hence, it can be said that social factor influences customer's perception to utilize Mobile application for buying retail products online.

Theme 4: Availability of options is an important aspect that changes customer's perception to buy products online. 

Interpretation and analysis: From the above analysis, it is clear that there are 15 customers who stated Wide range of products online mobile application affects their perception towards online purchase of products. 20 respondent have Availability of wide option of different organisations on mobile application is the factor. 5 customers have stated this for secured payment method and 5 customers have stated this instant delivery of products and services. In this analysis, it is clear that Availability of options is an important aspect that influence customer's perception to buy products online.

Theme5: M&S focus on increasing and improving mobile marketing system to improve its service.

Interpretation: From the above analysis, 25 customers have stated “Yes” company focus on increasing mobile marketing system to increase sales of products and services. 15 customers have stated “NO”, as it feel that M&S focus on increasing and improving mobile marketing systems to increase sales of products whereas 10 customers was not sure about the statement. Therefore, it is clear that M&S focus on increasing and improving mobile marketing system to improve its service.

Theme6: Implementation of Mobile marketing has reduced customer's efforts in buying retail products.

Interpretation and analysis: Survey of 50 customers is carried by scholar to analyse increase in number of customers. In this analysis, 10 customers are Strongly Agreed with the statement, 20 customers are “Agree”, 12 customers are “Disagree” and 8 customers are “strongly disagree” that implementation of mobile marketing has increased the customers of M&S. However, it can be said that Implementation of Mobile marketing has reduced customer's efforts in buying retail products.

Theme 7: Secured Payments is most important facility provided by M&S in its mobile applications

Interpretation and analysis: From the sample of 50 customers, 15 respondents are varied of choice of products and service is most important facility which is provided by M&S on its mobile application. 25 respondents have that secured payment facility is most important feature, 10 Quality check of products is important facility and 5 respondents stated Booking facility of products is most important features. However, it is analysed that secured online payment facility is most important facility for customers.

Theme 8: Mobile marketing has increased growth of M&S in retail sector

Interpretation and analysis: Questionnaire survey method provide clear understanding that mobile marketing has increased growth of Marks and Spencer in retail sector as it is stated by 20 customers where 10 customers have denied this statement. It helps in increasing capabilities of organisation to influence large number of customers across countries. Hence, it can be stated that Mobile marketing has increased growth of M&S in retail sector.

Theme 9: Misrepresentation of products is the major factor that provide negative influence on customer's buying behaviour.

Interpretation and analysis: Above analysis provide information, that 20 customers have stated Misrepresentation is the main factor that provide negative influence on customer's buying behaviour. 5 customers have stated that behaviour of customers get affected with supply of faulty products. Hidden charges influence customer decision as stated by 15 whereas 10 said that delivery time constraints also led implications on consumer's perception towards organisation. However, it can be said that misrepresentation of products and offers affects decisions of customers.

TASK 2

P3 Communicate research outcomes in appropriate manner for intended audience

From the analysis, it is recognition that mobile marketing is most important methods which is applied by Marks and Spencer to influence the behaviour of customers. Questionnaire survey method is used by scholar to gain information related from 50 selected customers of organisation. Study provides clear understanding that organisation need to influence customers and its impact upon business to protect customers. Mobile application are beneficial for customers to purchase products and service online. Marks and Spencer needs to make relationship with different E commerce and mobile Application for influencing buying behaviour of customers. Mobile application provide availability of various options to customers for selection of appropriate products and service. This application helps the organisation to development an effective customer relationship and also providing quick response to customers. However, it is also social factors such as family friends and colleagues has its major influence on customer's perception and they encourage them to buy products online.

In addition, M&S also providing focus on increasing utilization of mobile products and services to meet requirements of customers.

TASK 3

P4 Reflection on effectiveness of research methods applied for meeting objectives of business research

The research methods which are selected and implement by scholar in this research on M&S are proved to be appropriate in achieving aims and objectives of research. Present research is carried with an aim to analyse the influence of mobile marketing such as mobile marketing on buying behaviour of consumer in retail sector in context of Marks and Spencer. Deductive research approach has provided support in testing assumptions and making appropriate conclusions on the basis of data collected. Moreover, As inductive reasoning work with analysis of specific observation, it has provide inductive reasoning works with a specific observation. However, it has also provide opportunities for further exploration to researcher. Moreover, Interpretive philosophy was also effective in providing a well defined structure to the research. According this, every thing with enterprise can be further collected and assisted in determining the influence on mobile marketing on customers buying behaviour, Descriptive research was also appropriate as it helps in resolving research problems and analysis of appropriate solutions that helps in completion of research in appropriate manner.

In addition to this, primary and secondary method was the most appropriate tool for data collection which has provided support in completion of research. Primary data collection is effective as enables scholar to make research more reliable and accurate by framing questionnaire based on aims and objectives of research. Secondary research has been carried with an aim to analyse the results of different studies carried out different scholars and authors on similar topic of research. Analysis of different articles, journals and books have provided clear understanding to scholar about ways influence of customers. Further, it has also provided assistance in identifying ways through which scholar will be able to develop strategies for recommendation of strategies to organisation for completion of research in appropriate manner.

Collection of secondary data has also provided support in getting better knowledge and understanding about subject matter. Qualitative methods was utilized by scholar for analysis of gathered data. This has also provided assistance in gaining in depth and detailed information regarding ways through which marketing and buying behaviour of customers are affected by mobile applications. Thus, it can be said that chosen methods have provide support in completion of aims and objectives of study.

P5 Alternative research methodologies and lessons learnt in view of outcomes.

In the view of outcomes, there are alternative research methodologies have been considered as for carrying out present and effective research on Marks and Spencer. Instead of using survey method, interview method can be utilized by scholar for gaining detailed description on how the mobile marketing such as mobile applications have affected the buying behaviour of consumers of M&S Spencer. Method of interview will also enable investigator to gather the view of customers in such as way that it would have benefited the researcher in getting analysis of fact and analysing how company use mobile applications for marketing of products and services. Positivism philosophy can also be used instead of interpretivism as it provide support in getting analysis of various theories and models. It helps to make assumptions on the basis of facts and figures which are gathered through interview and observations. Exploratory research design can also be used rather than descriptive as it can also help the scholar in identification of solutions for research problem. Outcomes of research has provided clear understanding that these alternative methods are also effective according circumstances. However, method of interviews for conducting primary would have been a time consuming method and there was limited time available with researcher for conducing research. Further, in place of Quantitative analysis can also be used by researcher for presentation of findings. This can be used by employing statistical tools and techniques for completion of research in appropriate manner.

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