M&S is an example of a retail company within the UK retail industry. In an attempt to identify the retail promotional strategies used to influence impulse buying, this paper takes on the retail industry comprising of M&S, Ikea, Bata, Tesco and others. Following a questionnaire directed to shoppers of different ages and social classes, this aims at relating factors such as customer behavior with retailer promotional strategies. In addition, this paper is dedicated to retail business owners whose promotional strategies do not pay off in attracting sales. Retailers attract sales by ensuring that basic supplies are available for customers and other impulse-triggering products are available as well to boost sales and sustainability of the business (Rogers et al.
749 & 751). Through the interaction between retailers and customers’ behavior, this paper aims at showing the correlation between factors of promotion and tastes of different age groups within the UK retail industry. In this research, demarcations are considered as the scope, inclusion, and exclusion criteria of the study. The scope of the study features a sample comprising of 18 to 45+ year olds and targets the retail industry only.
Targeting the retail industry only means that the research will not be interested in supply chains for retail products but will only consider the retailers and their immediate customers. On the other hand, the scope of this study will consider what triggers impulse buying for products from different industries such as food, alcohol and beverages, electronics, and cosmetics, computing industries. This criteria will accomplish the goal of determining whether there are certain types and classes of products from different industries that attract more impulse buying than others. The exclusion criterion for wholesalers and distributors of consumer products is because considering them would be ambiguity on the research topic.
Wholesalers and distributors do not have any connection with impulse buying as they do not advertise for small purchases. In addition, wholesalers sell goods in bulk such that they have to be opened so that they can be purchased on a smaller scale. Small scale in buying of products is accessible to customers at the retail level. It is within the retail industry where business competition takes shape.
Within the business environment, competition is a challenge
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