StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Impact of Advertising on Consumer Perception of High Street Retailers - Research Paper Example

Comments (0) Cite this document
Summary
The author of this paper claims that as far as the retail industry goes, there have been numerous revolutionary trends in this arena in the past few decades. These trends have helped the retailers expand their markets and reach out to greater audiences. …
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER97.6% of users find it useful
Impact of Advertising on Consumer Perception of High Street Retailers
Read Text Preview

Extract of sample "Impact of Advertising on Consumer Perception of High Street Retailers"

Download file to see previous pages In this regard, one of the least analyzed groups of retailers includes high street retailers. In this regard, the statement of this thesis is an investigation into the practice and impact of advertising on consumer perception of high street retailers.
Having emerged in England due to the stores on the High Street, these high street retailers are of the most upmarket kind. They cater to the high class and well-heeled people. Now, these retailers have become a genre in themselves and have moved beyond a certain street in England to mushroom in various parts of the globe. In today’s world, high street retailers are brands upon themselves. Examples include Marks and Spencer’s, Tony Quinn, Live & Breathe, among a variety of others. High street retailers are those retailers who cater to people who can afford a certain class of good and who expect a certain level of quality that will be unmatched in their own circles as far as exclusivity and longevity are concerned. This does not necessarily point to high costs as one can also find low-cost material here. In this regard, it must be noted that one of the most important aspects of high street retailers pertains to the fact that they cater to a particular class of people, yet they are desired by people from various classes of the socio-economic hierarchy. This makes the brand bigger than it already is as it is not accessible to everyone. In this case, the reason for choosing to study the impact of advertising by high street retailers on consumer perception is simple – it is highly challenging to understand why a brand is desirable even without being easily accessible. In this arena, it is imperative to note that there are a variety of sellers in the marketplace. These sellers spring as a result of varied needs from the consumer’s end. High street retailers are one such category of sellers who cater to needs like exclusive and expensive-ware. ...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(Impact of Advertising on Consumer Perception of High Street Retailers Research Paper, n.d.)
Impact of Advertising on Consumer Perception of High Street Retailers Research Paper. Retrieved from https://studentshare.org/marketing/1734051-service-managementmarketing
(Impact of Advertising on Consumer Perception of High Street Retailers Research Paper)
Impact of Advertising on Consumer Perception of High Street Retailers Research Paper. https://studentshare.org/marketing/1734051-service-managementmarketing.
“Impact of Advertising on Consumer Perception of High Street Retailers Research Paper”, n.d. https://studentshare.org/marketing/1734051-service-managementmarketing.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Impact of Advertising on Consumer Perception of High Street Retailers

Marketing high street fashions

...? Marketing high street fashions in today’s economy BY YOU YOUR SCHOOL INFO HERE HERE Marketing high street fashion in today’s economy Introduction Major fashion designers and businesses providing high end clothing and accessories in today’s economy have mixed results in terms of gaining customer loyalty and ensuring profitability. Well-known designers such as Gucci, Prada and Burberry (only to name a few) have had considerable difficulty in establishing a consistent marketing and advertising scheme due to situations occurring in the external environment. There is currently a lingering recession in the UK and abroad that is radically changing the buying behaviour of consumers that were once devoted and loyal to their favourite brand names...
12 Pages (3000 words) Essay

Consumer Behaviour in the UK high street clothing sector

...? Consumer Behaviour in the UK high street clothing sector 12/09 UK consumer retail sector; All the companies of the recent age have been thoroughly affected in wake of the globalization and its consequences from the beginning of 1990s. The effects have been felt in a broader perspective. The companies found it hard to overlook as well as evade the consequences of globalization in these third world countries and now keeping an edge has become a permanent fixation for these companies no matter which channels and courses are taken. No doubt that such global advancement has revolutionized the retail sector as well. Particularly, UK and US can be regarded as the innovators of industry trends. Subsequently, the retail industry in these regions...
15 Pages (3750 words) Essay

The Impact of Advertising on Consumer Behavior

...The Impact of Advertising on Consumer Behavior Introduction Currently, the world has experienced high level of companies’ diversification as multinationals try to spread production risks to different parts of the world. According to Talloo (2007), this is due to increasing rate of globalization which has led to opening up of boundaries and liberalization of the global markets (p. 156). In addition, it has led to efficient flow of information an aspect that has made it possible for a company to operate different companies in different parts of the world, in a decentralized form of leadership (Armstrong and Kotler, 2011, p. 278). This has resulted to high level of advertising as companies are trying to segment and position their products...
11 Pages (2750 words) Dissertation

Consumer Perception

Advancement and changes have become a part of our lives and world is getting advance day by day as per needs. There have been times when inventions have astonished us as many impossible things have become reality as any dream has become truth. Truth has always seemed as stranger than fiction and science has proved this fact (02whole).
Many companies and product ranges have emerged to prove this fact and have benefited our lives. There are certain goods and products which have confronted our perceptions as they seemed unachievable or impossible to create but since technological advancement has taken place, all things have become possible. One such object in my mind is a personal robot that can not only do all the work being fe...
3 Pages (750 words) Essay

The Brand Perception Impact of Advertising for Starbucks Company

...Running head: The brand perception impact of advertising for Starbucks Company The brand perception impact of advertising for Starbucks Company [Writer's Name] [Institution's Name] Introduction: Brands have the power to build or destroy a company. Brand is the most precious asset a company has (Keller, 2005). Brand provides a company with distinctive image and recognition. Strong brand name provides the customer with the confidence to shop without hesitation (Wilson and Raymond). This reputation of brand depends upon the positioning and quality of brand (Azouly & Kapferer, 2003). This study is mainly aimed at the evaluation of the branding process and its effects on the advertising of Starbucks Company. Literature Review...
4 Pages (1000 words) Essay

The impact of advertising on male consumer

...Introduction Advertising is a persuasive medium that uses a variety of tools to achieve its ends of getting people to consume. It uses semiotics, which basically means that they are symbolic and rely on connotation to get its message out. Its not just an image or text, but what people associate with these images and texts are what lies in the heart of advertising. Graphic design plays a part in this message, as well as psychoanalytic theory, which states that the visual is part of a human psyches decoding mechanisms, and how one deconstructs an ad depends upon that persons identity and experiences, and that the meaning is dependent upon these factors. Gender identity plays a role in consumption and the importance of brands...
17 Pages (4250 words) Essay

Customer Perception on advertising

... in that it compares two very similar approaches; one of which has come to be represented more and more within the current advertising/marketing environment. Naturally, with the increased focus that retailers have placed upon the next shopping experience coupons, one would automatically assume that these invariably encourage the consumer to shop more; however, the research points to the fact that there is too broad a variance with respect to the results to state this definitively. The third article which will be examined in this brief analysis is entitled “The Impact of Price Perception on Customer Loyalty in the Airline Context”. As such, the researchers attempted to understand whether or not brand loyalty within the airline industry...
4 Pages (1000 words) Article

Consumer Pharmaceutical Advertising

Definition. According to Ventola (669-684), direct to Consumer Advertising (DTCA) is a type of marketing that is extensively and exclusively observed in the pharmaceutical industry. Although this form of marketing promotion is observed in other industries, the term is exclusively derived from the marketing promotion in the pharmaceutical industry. In this regard, the marketing activities are primarily focused towards the patients’ end unlike targeting the healthcare professionals. The promotional activities or tools that are generally used in this form of marketing include the use of print media, television, radio, social media, and many more. In the present day context, marketing activities are identified as playing an effe...
15 Pages (3750 words) Article

Operationalizing the Consumer Perception

...Operationalizing the Consumer Perception of Operationalizing Consumer Perception There are two main ways in which management may view customers. First, managers consider customers as mere points of profitability. In the second case, managers treat customers as of greatest importance to their businesses (Kotler & Keller, 2012). The latter approach is more effective since it allows managers at all levels to interact with their clients to understand the customers’ needs, interests, perceptions and level of satisfaction with the services provided. In the former case, the management is quite distant from the customers, making it quite difficult for managers to interact closely with their clients to understand their needs and perceptions...
1 Pages (250 words) Essay

The Practice and Impact of Advertising on Consumer Perception of Body Shop Plc Company

The main reason for choosing this topic was, very limited studies have been done on the impact of advertising on high street retailing sector. Another reason is for advertisements a lot of money is invested but does it really increase the sales or it just due to time, name, or even due to brand loyalty the sales are increasing. Moreover every year the rates of advertisements are increasing but at the same time the customer's increases as well. Lastly, these topics are really interesting to do the research on, such as the impact of advertising, consumer perception, and retailing.
Coca-cola, Kellogg’s, McDonald’s, Kodak, Marlboro, IBM, American Express, Sony, Mercedes-Benz, and Nescafe are generally in the world&...

12 Pages (3000 words) Research Proposal
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Research Paper on topic Impact of Advertising on Consumer Perception of High Street Retailers for FREE!

Contact Us