UK Retail Industrys Promotional Strategies - Research Paper Example

The paper "UK Retail Industry’s Promotional Strategies" is a wonderful example of a research paper on business. The business environment is designed to function through the interaction between sellers and buyers. Regardless of the industry, a business model is positioned, its purpose is to attract customers and ensure that it creates a surplus. The retail industry within the UK involves various retail companies that compete for customers. However, since budgeting and management of finances do not allow unplanned spending, the retail industry has devised an approach of ensuring that customers spend without having to plan for it.

This dissertation aims at investigating retailers' promotional skills that trigger a change of customer behavior within a price-sensitive marketplace (UK) thus resulting to impulse buying. In order to find out whether promotional strategies can be used to trigger customer spending, the research aims at investigating factors influencing impulse buying. Impulse buying is termed as instant buying or buying without earlier plans or budgeted for the goods due to various influences or impulse. Using the UK retail industry, this research aims at showing the relationship between promotional strategies and impulse buying.

Within the UK market, various retailers are identified and the criteria of inclusion consider large retail chains such as Marks and Spenser, Bata, Tesco, and IKEA among others. In this case, the target market and the saturation into the market allow the research participants to relate with the subject topic. This research makes use of secondary sources that offer an insight into how the UK retail industry attracts impulse buying. Through the use of a questionnaire, this research will consider 100 participants of ages 18 to above 45 years ranging from cosmetics, electronics, computing, alcohol and beverages, and food industries among others.

Data collected through questionnaires will be quantitatively presented to show how different variables such as pricing and buying relate, how impulse buying is related to various types of promotions. 1.2 Research Purpose The purpose of this research is to offer a detailed analysis of the influences of impulse buying by focusing on customer responses to the retail industry’s promotional strategies. The focus of this paper is the UK market. UK market comprises of various industries that trade in it but the retail industry is considered one of the largest industries.

M&S is an example of a retail company within the UK retail industry.