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Module Code: 7001BOP - Consumer Psychology Marks and Spencer Analysis and Associated Marketing Research Plan 1

Table of Contents 1. Introduction .................................................................................................................................. 1 2. Background of Marks and Spencer .............................................................................................. 2 Main Characteristics of M&S as a Brand .................................................................................... 2 The Worthiness of Analysis ......................................................................................................... 2 Theories or Models for Analysis .................................................................................................. 3 3. Analysis of Marks and Spencer ................................................................................................... 3 Application of Psychological Theories ........................................................................................ 3 Critique of M&S's Application of Psychological Theories ......................................................... 4 Successes and Challenges ............................................................................................................ 4 Justification for Studying M&S in Consumer Psychology .......................................................... 5 4. Marketing Research Plan ............................................................................................................. 5 Research Question ........................................................................................................................ 6 Method ......................................................................................................................................... 6 Sample .......................................................................................................................................... 6 Procedure ..................................................................................................................................... 6 Analysis ........................................................................................................................................ 7 5. Conclusion ................................................................................................................................... 7 6. References .................................................................................................................................... 8 1. Introduction 2

With a long history in the retail sector, Marks and Spencer (M&S) is a British brand known for its dedication to quality, dependability, and a wide selection of goods. Since its founding in 1884, M&S has grown into a well-known international brand focusing on home, food, and apparel. Its sustainability and ethical sourcing emphasis has also shaped the brand's unique identity. Due to M&S's ongoing prominence in the retail industry and the fascinating interplay of consumer psychology inside its marketing methods, the company has been selected for research in this assignment. The brand is a fascinating topic for investigation because of its capacity to handle shifting market conditions, adjust to changing consumer preferences, and preserve a positive brand image. This project will examine the fundamental qualities of M&S while examining its past development and present status. The investigation will critically assess how M&S has used psychological insights in its marketing campaigns, using theories of consumer psychology and recent literature as a lens ( Wilshaw et al., 2021). Furthermore, a thorough marketing research plan will be developed to address a new question that arises from the brand analysis, which will help improve M&S's strategic approach. This assignment attempts to provide a sophisticated view of M&S's influence on consumer behavior by analyzing the brand's achievements and difficulties. To ensure a comprehensive analysis of this well-known brand, the ensuing marketing research strategy will put forth a methodological framework to shed more light on particular aspects of M&S's consumer interaction ( Shail, 2022). 2. Background of Marks and Spencer The famous British brand Marks and Spencer (M&S) has made a lasting impression on the retail sector. Since its founding in 1884, M&S, renowned for its dedication to quality, has grown to be associated with dependability and offers a wide range of products, including apparel, food, and home goods. The brand's lasting appeal stems from its ability to balance innovation and tradition, offering clients a smooth shopping experience that blends modern trends with classic sophistication ( Roberts, 2022). 3

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Main Characteristics of M&S as a Brand  Trust and Quality: M&S has gained the trust of numerous generations of customers by developing a reputation for producing high-quality goods. Its emphasis on craftsmanship and strict sourcing guidelines demonstrate its dedication to excellence.  Diversity and Selection: M&S provides a wide selection of products to appeal to a wide range of customers. The brand's wide range of products, which include high-end food items and fashionable clothing lines, adds to its appeal and recognition.  Sustainable practices and ethical sourcing: M&S has led the way in these areas for the retail industry. Plans such as Plan A demonstrate the brand's commitment to social and environmental responsibility and align with today's consumers' values. Worthiness of Analysis With its diverse marketing strategy and long-term success in a fast-paced business, M&S makes an interesting case study. This analysis is in line with the significant subjects addressed in the curriculum, including:  Marketing Mix: Targeting: M&S's ability to successfully target various consumer segments is noteworthy. The investigation of the brand permits an analysis of how the company strategically manages the marketing mix, which includes product, price, place, and promotion, to preserve a competitive edge in the market.  Targeting: Understanding how the company customizes its offerings to fit the unique requirements and preferences of various client groups can be gained by analyzing its targeting tactics.  Product Lifecycle: Because M&S has a lengthy history, researching its product lifecycle provides insight into how the company introduces innovations, adjusts to shifting market conditions, and maintains the relevance of its products over time. 4

Theories or Models for Analysis  Theory of Consumer Behaviour: Applying theories like Maslow's Hierarchy of Needs and the Theory of Planned Behaviour aids in identifying the psychological elements driving consumer loyalty and purchase decisions for M&S.  Brand equity models: To evaluate how M&S has developed and preserved a strong brand image over time, models such as Keller's Customer-Based Brand Equity model can be used.  Innovation Adoption Theory: By analyzing M&S's innovation adoption and integration practices through the lens of Rogers' Diffusion of Innovations theory, one can gain insight into the company's strategy for remaining competitive. 3. Analysis of Marks and Spencer Marks and Spencer (M&S) has employed a range of psychological theories and current marketing literature to interpret the complex terrain of customer behavior. Ultimately, this analysis will demonstrate the value of researching M&S within the consumer psychology framework by delving into applying these theories, assessing M&S's marketing techniques critically, and discussing the achievements and problems that followed ( Wulfert, 2019). Application of Psychological Theories  Maslow's Hierarchy of Needs: M&S has effectively met its customers' basic needs by providing high-quality products in various categories. Various levels of Maslow's hierarchy are satisfied by home products, apparel, and food, guaranteeing a comprehensive shopping experience.  Cialdini's Persuasion Principles: M&S uses persuasive strategies, especially in advertising and promotions. Loyalty programs demonstrate the reciprocity principle, while limited-edition product launches capitalize on scarcity.  Theory of Planned Behaviour: M&S uses marketing campaigns to affect consumer attitudes, perceived behavioral control, and subjective standards. Promoting sustainable practices, for example, is consistent with shifting consumer perceptions of ethical consumption. 5

Critique of M&S's Application of Psychological Theories Strengths : Maslow's theory aligns with M&S's exceptional ability to comprehend and satisfy customer demands. The brand's focus on quality appeals to customers looking for goods that satisfy practical and sentimental demands ( Taylor, 2019). Weaknesses : Although M&S's adoption of Cialdini's concepts is beneficial, it may be improved by investigating more individualized techniques for its promotional strategies. Customizing persuasive strategies for particular clientele groups may increase involvement. Opportunities : By actively promoting its commitment to sustainability and ethical sourcing, M&S can further shape consumer views and influence good behavioral intentions by utilizing the Theory of Planned Behaviour. Successes and Challenges With its persistent dedication to quality, Marks and Spencer (M&S) has achieved exceptional success and developed a brand image synonymous with dependability and confidence. Due to this commitment, a strong sense of brand loyalty influences favorable word-of-mouth marketing and repeat business. M&S's sustained success can be attributed to its diversified product offers and historical relevance, which offer a unique perspective for analyzing consumer behavior across several industries ( Choudhary & Piparo, 2020). But the brand needs help, especially when it comes to adjusting to the quickly shifting tastes of consumers and the competitive environment. The dynamic nature of the fast-fashion sector presents challenges, meaning that M&S must proactively adapt to stay relevant. These issues affect consumer choices and perceptions; thus, marketing techniques must be continuously assessed. The comparison of M&S's achievements and difficulties provides a thorough understanding of consumer behavior, making it a valuable topic for in-depth examination in consumer psychology ( Rana & Shankar, 2020). 6

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Justification for Studying M&S in Consumer Psychology  Historical Significance : Due to M&S's extensive history, there is a rare chance to examine how consumer behavior has changed. Historical data analysis provides insights into how the brand has shaped and been shaped by consumer preferences.  Broad Product Offerings : M&S offers various products, making it a microcosm of consumer behavior in several industries. Researching how consumers react to food, home products, and apparel can give us a thorough grasp of the variables affecting our buying decisions.  Ethical and Sustainable Practises : M&S's dedication to sustainability and ethical sourcing is consistent with the values of today's consumers. Examining how these practices affect consumer decisions advances the conversation on how corporate responsibility affects consumer behavior ( Hull & Scott, 2020).  Market Adaptability : M&S's capacity to handle difficulties in the retail environment provides insightful information about how customers react to shifts in the sector. Knowing how a well-established brand responds to modern needs helps us better understand how consumers behave in ever-changing marketplaces ( Jones & Comfort, 2019). Finally, Marks and Spencer's difficulties and long-term success offer a rich environment for studying consumer psychology. A comprehensive understanding of how customer behavior shapes and is shaped by a well-known brand like M&S is made possible by applying psychological theories, critical assessment of marketing techniques, and study of achievements and obstacles. This investigation highlights the brand's importance as a consumer psychology research topic ( Priporas et al., 2023). 4. Marketing Research Plan The examination of Marks and Spencer (M&S) has revealed that a crucial area of inquiry is the influence of sustainable practices on consumer behavior. The impact of M&S's environmental actions on consumer perceptions and purchase decisions is a fresh subject raised by the inquiry. This study aims to clarify the intricate connections between customer behavior and M&S's sustainability activities. 7

Research Question  To what extent do the sustainability initiatives of Marks and Spencer impact consumer perceptions and purchase behavior? Method This study's primary means of gathering data will be secondary sources, including articles, reports, and scholarly publications. The exploratory character of the research topic and the existing literature offer insights into how consumers react to sustainable practices in the retail sector, which justifies the use of this method. A thorough grasp of the historical background and the changing sustainability situation within M&S is provided by secondary data ( Morgan, 2022). Sample Customers who have used M&S products are the research's target audience; attention will be paid to individuals aware of the company's sustainability objectives. This particular group was selected due to its pertinence to the research issue since it enables a comprehensive examination of how environmentally conscious consumers engage with the business. Their opinions will be constructive in assessing how well M&S's sustainability messaging is received and how it affects consumers' purchase decisions ( Li et al., 2023) Procedure To document the development of M&S's sustainability activities, data from the last ten years will be incorporated into a systematic examination of reports and literature as part of the study strategy. The examination will be carried out over the next three months using academic databases, industry reports, and M&S's official communications. The selected period aims to include the latest advancements while adhering to a pragmatic approach within the assignment's limitations. The steps that make up the execution are as follows:  Examine scholarly journals, studies from the industry, and articles that discuss consumer behavior and sustainable practices, particularly as they relate to the retail industry. 8

 Examine M&S's sustainability reports, news releases, and marketing materials carefully to gather pertinent information about the company's sustainability efforts and communication plans.  Classify the information gathered into groups, such as consumer attitudes, buying patterns, and the success of M&S's sustainability advertising. Analysis The gathered information will be examined through a theme analysis method. Identifying themes concerning consumer perceptions and purchase decisions impacted by M&S's sustainability activities will occur. This approach is justified because it permits a qualitative investigation of the insights and patterns found in the data. The objective is to identify recurrent themes that comprehensively comprehend the complex interplay between consumer behavior and sustainable practices. Given the qualitative character of the research issue, theme analysis is especially suitable for evaluating subjective experiences and viewpoints ( Upadhyay et al., 2021). Finally, this marketing research plan seeks to clarify how M&S's environmental measures affect consumer behavior. The study aims to contribute significantly to scholarly discourse and practical consequences for M&S's marketing tactics by extensively examining secondary data and targeted thematic analysis. 5. Conclusion The examination of Marks and Spencer (M&S) and the suggested marketing research plan, in conclusion, highlight the brand's dynamic connection to consumer psychology. A compelling story for investigation is presented by M&S's persistent success, based on quality and trust, and its difficulties adjusting to changing consumer tastes. The integration of psychological theories, a critical assessment of marketing tactics, and the distinction between achievements and obstacles all contribute to a comprehensive comprehension of the influence of M&S on consumer behavior. The proposed research plan addresses a current issue by examining how sustainability activities impact customer perceptions and purchase decisions. The plan aims to decipher the complex dynamics at work by utilizing secondary sources and theme analysis. The analysis of M 9

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& S is both an intellectual exercise and a valuable manual for improving the company's consumer engagement tactics in light of changing market needs. 10

6. References Choudhary, B., & Piparo, T. L. Case Study–Strategy 2020 for M&S. https://www.researchgate.net/profile/Teo-Lo-Piparo/publication/ 337907283_Technological_Entrepreneurship_Case_Study_-Strategy_2020_for_MS/ links/5df21e49299bf10bc3548908/Technological-Entrepreneurship-Case-Study-Strategy- 2020-for-M-S.pdf Hull, A., & Scott, P. (2020). The 'value ' of business archives: assessing the academic importance of corporate archival collections. Management & Organizational History , 15 (1), 1– 21. https://doi.org/10.1080/17449359.2020.1769676 Jones, P., & Comfort, D. (2019). Stories and Retailer Brands: A Study of the UK’s Leading Retailers. Indonesian Journal of Contemporary Management Research , 1 (2), 65– 77. https://doi.org/10.33455/ijcmr.v1i2.92 Li, L., Wang, Y. and Zhang, Y.Y., (2023). A critical examination of M&S's current strategic and marketing position and potential sustainable competitive marketing strategies. International Journal of Science and Business , 18 (1), pp.108- 117. https://www.researchgate.net/profile/Le-Li-61/publication/ 367559196_A_critical_examination_of_MS's_current_strategic_and_marketing_position _as_well_as_potential_sustainable_competitive_marketing_strategies/links/ 63d899af62d2a24f92deffb2/A-critical-examination-of-M-Ss-current-strategic-and- marketing-position-as-well-as-potential-sustainable-competitive-marketing-strategies.pdf Morgan, E. (2022). 'Plan A': Analyzing business model innovation for sustainable consumption in mass-market clothes retailing. In New Business Models for Sustainable Fashion (pp. 73–98). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9781003076339- 5/plan-elizabeth-morgan Priporas, C. V., Nagarajan, D. V., & Kamenidou, I. E. (2023). A technology-people-integrated toolkit for retail care management during a crisis. Journal of Retailing and Consumer Services , 73 , 103304. https://doi.org/10.1016/j.jretconser.2023.103304 11

Rana, A., & Shankar, R. (2020). Crisis or opportunity: Marks and Spencer’s tryst with Indian retail. The CASE Journal , 16 (6), 671-690. https://doi.org/10.1108/TCJ-06-2020-0073 Roberts, C., (2022). Localities of Fashion Modernity in the 1930s: Retailing Practices on the High Street. In Consuming Mass Fashion in 1930s England: Design, Manufacture, and Retailing for Young Working-Class Women (pp. 245–303). Cham: Springer International Publishing. https://link.springer.com/chapter/10.1007/978-3-030-94613-5_7 Shail, R. (2022). Film in the Workplace: Exploring the Film Holdings of the Marks and Spencer Company Archive. Journal of British Cinema and Television , 19 (4), 536– 553. https://www.euppublishing.com/doi/abs/10.3366/jbctv.2022.0646 Taylor, A. (2019). An exploratory study of the relationship between job insecurity and employee engagement focusing on temporary employees in the retailing industry in the United Kingdom| Case study: Marks and Spencer Group plc. https://www.theseus.fi/handle/10024/264570 Upadhyay, A., Kumar, A., & Akter, S. (2021). An analysis of UK retailers’ initiatives towards circular economy transition and policy-driven directions. Clean Technologies and Environmental Policy , 1-9. https://link.springer.com/article/10.1007/s10098-020-02004-9 Wilshaw, R., Fowler, P., & Wallace, B. (2021). Working in Marks and Spencer's Food and Footwear Supply Chains. https://oxfamilibrary.openrepository.com/handle/10546/621145 Wulfert, T., (2019). Mobile App Service Quality Dimensions and Requirements for Mobile Shopping Companion Apps. Junior Management Science , 4 (3), 339– 391. https://jums.ub.uni-muenchen.de/JMS/article/view/5049 12

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