ANALYSIS OF WHY PRIMARK DOES NOT RUN EXPENSIVE

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Abstract
The research is focusing on the cause of why Primark not running expensive advertisement in
the society. It noticed that the company purchase bulk amount of product direct from the
suppliers and so they provided it to their customers in low price. As customers get qualitative
product in low price from this company, they have a faith on this company and the company
also able to create brand loyalty in the market.
However, the main purpose of this research is to find out the reason behind why Primark
not run expensive advertisement in the market and analysed the advertisement strategy of
the company with link of this purpose. All the advertising models and theories have analysed
to conduct this research properly. The researcher has chosen various research tools to analyse
it properly. The deductive approach and post positivism philosophy has chosen by the
researcher to make the analysis perfect. Primary data and secondary data have chosen to
analyse the data properly. The research has conducted by maintain the ethics in it. The
limitation and future scope of this research also analysed in this manner.

Acknowledgement
This research is one of the best experiences in my life. This research work enriched my
knowledge by various theories, models and its information. These all help me to analysis the
existing research materials and upcoming challenges properly. This all is not possible without
proper guidance of my teacher and colleagues. Their constant support and guidance help me
to complete this research properly. First I like to thank my research supervisor
_______________ for guiding me while conducting this research. I thanked to my friends
whose moral support helps me to collect various data from the market. I also thanked to the
organisational personnel who help me by providing all necessary information regarding the
topic and assist me to complete this research.
Thanking You
Yours Sincerely
______________

Table of Contents
Chapter 1: Introduction............................................................................................................10
1.1. Introduction:......................................................................................................................10
1.2. Research Aim:...................................................................................................................10
1.3. Research Objectives:.........................................................................................................11
1.4. Research Questions:..........................................................................................................11
1.5. Background of the study:..................................................................................................11
1.6. Background of the Company:...........................................................................................12
1.6.1. Market Share:.................................................................................................................12
1.7. Problem Statement:...........................................................................................................14
1.8. Rationale of the study:......................................................................................................15
1.8.1. What is the research issue?.............................................................................................15
1.8.2. Why it is an issue:..........................................................................................................15
1.8.3. Why it is an issue now:..................................................................................................15
1.8.4. What could this research shed light on?.........................................................................15
1.9. Significance of the research:.............................................................................................16
1.10. Structure of the dissertation:...........................................................................................16
1.11. Summary:........................................................................................................................17
Chapter 2: Literature Review...................................................................................................18
2.1. Introduction:......................................................................................................................18
2.2. Conceptual Framework:....................................................................................................18
2.3. Previous research work:....................................................................................................19
2.4. Comparison between previous and existing research work:.............................................19
2.5. Various theories and models of adverting:........................................................................20
2.5.1. AIDA model of advertisement:......................................................................................20
2.5.2. DAGMAR model of advertisement:..............................................................................21
2.5.3. Marketing Mix model:...................................................................................................23
4

2.5.4. Justification of these theories:........................................................................................25

2.6. Advertising nature of different retail companies:..............................................................25
2.7. Factors influence advertisement and product promotion:.................................................27
2.7.1. Market Share of Advertisement mediums in the market: (Third Step)..........................29
2.7.2. Effect of advertisement cost in product marketing:.....................................................30
2.8. Factors influencing advertisement tools to modify product cost:.....................................31
2.9. Comparison of different advertising strategies of different business companies:.............32
2.10. Evaluate the advertising strategies to achieve the marketing goal:.................................33
2.11. Conclusion:......................................................................................................................34
Chapter 3: Research Methodology...........................................................................................35
3.1. Introduction:......................................................................................................................35
3.2. Method outline:.................................................................................................................35
3.3. Research Onion:................................................................................................................36
3.4. Research Philosophy:........................................................................................................36
3.4.1. Justification of choosing the philosophy: (Post positivism)..........................................37
3.5. Research approach:...........................................................................................................38
3.5.1. Justification of choosing research approach: (Deductive Approach).............................38
3.6. Research Design:...............................................................................................................39
3.6.1. Justification of choosing the research design: (Descriptive)..........................................39
3.7. Data Collection Process:...................................................................................................40
3.7.1. Data Sources- Primary and Secondary:..........................................................................40
3.7.2. Data Techniques- Qualitative and Quantitative:............................................................40
3.8. Population of the Sample:.................................................................................................41
3.9. Sampling Technique:.........................................................................................................41
3.10. Sample Size:....................................................................................................................41
3.11. Accessibility Issue:..........................................................................................................41
3.12. Ethical Consideration:.....................................................................................................42
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3.13. Research Limitation:.......................................................................................................42

3.14. Time Horizon:.................................................................................................................42
3.15. Summary:........................................................................................................................43
Chapter 4: Data Analysis and Presentation..............................................................................44
4.1. Introduction:......................................................................................................................44
4.2. Quantitative analysis: (For employees).............................................................................44
4.3. Qualitative analysis: (For managers)................................................................................59
4.4. Summary:..........................................................................................................................61
Chapter 5: Conclusion and Recommendation..........................................................................62
5.1. Conclusion:.......................................................................................................................62
5.2. Objective Linking:............................................................................................................62
5.3. Recommendation for the research:....................................................................................65
5.4. Future Scope of this research:...........................................................................................67
Reference Lists:........................................................................................................................68
Appendix:.................................................................................................................................74
Appendix 1:..............................................................................................................................74
Survey Questionnaires for employees:.....................................................................................74
Appendix 2:..............................................................................................................................77
Qualitative Questionnaire for managers:.................................................................................77

List of Figures
Figure 1: Research Structure....................................................................................................16
Figure 2: Conceptual Framework.............................................................................................19
Figure 3: AIDA model of Advertising......................................................................................20
Figure 4: DAGMAR Model of Advertising and Marketing.....................................................22
Figure 5: Marketing Mix Model..............................................................................................24
Figure 6: Advertising Nature of Retail Companies..................................................................27
Figure 7: Steps of Product Promotion through Effective Advertisement.................................29
Figure 8: Research Onion.........................................................................................................36
Figure 9: Research Philosophy.................................................................................................37
Figure 10: Research Approach.................................................................................................38
Figure 11: Research Design.....................................................................................................39

List of Tables
Table 1: Market Share of Retail Companies............................................................................13
Table 2: Market Share of Advertisement mediums in market..................................................29
Table 3: Gantt chart..................................................................................................................43
Table 4: Respondents aware about advertisement strategy of Primark....................................45
Table 5: Marketing tools influence Company to run low cost Advertisement.........................46
Table 6: Factors help enhance the business of the company....................................................48
Table 7: Respondents of effective advertisement develop the market nature..........................49
Table 8: Advertisement and Marketing has an effective relationship......................................51
Table 9: Advertisement and Marketing relation help the firm to develop business.................52
Table 10: Low cost advertisement not affected the companys business performance............54
Table 11: Low cost advertisement is able to identify customers need properly.......................55
Table 12: Marketing strategies of Primark...............................................................................57
Table 13: Marketing strategies help the company to beat its rivals.........................................58

List of Charts
Chart 1: Market Share of Retail Companies............................................................................13
Chart 2: Market Share of Advertisement mediums in market..................................................30
Chart 3: Respondents aware about advertisement strategy of Primark....................................45
Chart 4: Marketing tools influence Company to run low cost Advertisement.........................46
Chart 5: Factors help enhance the business of the company....................................................48
Chart 6: Respondents of effective advertisement develop the market nature..........................49
Chart 7: Advertisement and Marketing has an effective relationship......................................51
Chart 8: Advertisement and Marketing relation help the firm to develop business.................52
Chart 9: Low cost advertisement not affected the companys business performance..............54
Chart 10: Low cost advertisement is able to identify customers need properly......................55
Chart 11: Marketing strategies of Primark...............................................................................57
Chart 12: Marketing strategies help the company to beat its rivals.........................................58

Chapter 1: Introduction

1.1. Introduction:
Primark is the popular fashion brand in UK retail sector. The second largest clothing
company (after Mark & Spencer) in the UK market and make their foremost position in US
marketing sector by providing their qualitative goods to the customers (www.heart.org,
2014).
The researcher reflected that the company not spend too much money in their product
advertisement. The researcher conducts this research to find out the reason behind it. Now a
day, advertisement is the main issue to promote product in the market. It helps the company
to develop their business and also enhance their area in this contemporary commercial ground
(Adcock, 2010). Therefore, every company used marketing as an effective tool to promote
the product in the market that helps to get customers attention.
King et al. (2009) stated that, the company Primark also choose the advertisement strategy
in their product promotion. However, reflect that, Primark not spend so many money in
adverting to promote product but still it sustain in the market with their reputed position.
It reflects the unique marketing strategy of Primark and also stated that technology is not the
only way to develop the area of any business company (Pope, 2014). The quality, assurance
and brand value also have an effect in the contemporary position (Boone and Kurtz, 2012).
The company Primark has able to maintain this and get customers loyalty that helps them to
develop their business in the contemporary market.

1.2. Research Aim:

Advertisement is the effective tool of marketing and therefore, every company want to
promote their goods through using effective advertisement in the society. However, in this
case, some company not depend only the advertisement as they think that word of mouth
and quality is also the major tool in business expansion. Primark is one of these companies.
Hence, the main aim of the researcher is to find out the reason behind not running
expensive advertisement in Primark. The researcher used all effective tools to explain the
topic positively.

10

1.3. Research Objectives:

The objectives of the research are:

To identify the marketing tools of the Company

To assess the relationship of advertisement and marketing
To investigate the reason behind the promoting low cost advertisement
To evaluate the strategies of advertising in product marketing

1.4. Research Questions:

The questions of the research are:

What are the marketing tools of the Company?

What is the relationship between adverting and marketing?
What are the reasons behind promoting low cost advertisement in the market?
What are the prime strategies of the company in product marketing?

1.5. Background of the study:

Advertising is a powerful tool in the contemporary market. Coviello et al. (2011) opined that
it reflects the all possible way of enhancing business in the market. The visual format and
the creative nature of the advertisement can easily able to attract their customers towards
the product. Customers also get all necessary information through an effective advertisement
in the market (Ulaga, 2009).
In this situation, as the contemporary market nature getting very critical, therefore, all the
business companies want to promote their product in the market by using this tool. Fill and
Hughes (2009) stated that the growing popularity of advertisement make the market
competitive in nature. Primark is also the popular retail fashion mart in UK market sector.
The company also faced lots of challenges from its rivals like Zara, H&M, and Tesco and
so on. Mark & Spencer (M&S) is the prime rival of the company as it gain the top position
in UK retail market (Woodruff, 2010). Primark want to get the position and therefore, it is
naturally that the both companies choose effective advertisement style to promote the product
in the market.
In case of Primark, it seems different that the company not choose the expensive
advertisements in their product promotion. The reason reflects that as the company mainly
spread their business in the out of town area, therefore, they focused on the word of mouth
marketing technique. Kozinet et al. (2010) reflected that this technique reflects the
11

information has passed from person to person to aware about the recent incident in the
society. The company Primark used it to share all necessary marketing information that easily
accessible in all class of the society and aware them about the fashionable goods.

1.6. Background of the Company:

Primark is the popular fashion mart in UK market sector. The company has gained its
popularity by providing customers qualitative products in low price. The company started its
journey in the year 1969 with the aim that pile high and sell it cheap (www.primark.com,
2014). Undoubtedly this unique message of business helps the company to sustain easily and
beat its rivals ion the contemporary ground.

(Source:

www.primark.com,

2014)
The

main

company
battled

rival

is

of

the

Zara while it also

with

the

British

supermarket such as Mark & Spencer (M&S), Tesco and Asda. It is stated by Ballantyne
and Varey (2009) that the competition in market getting high in nature and therefore it is
natural that every company want to develops their business by projecting unique
advertisement in the market. It helps the company by attracting customers towards their
product and increases their sell (Young and Javalgi, 2010).

1.6.1. Market Share:

Company
Mark & Spencer
Primark
H&M
Asda

2011-2012
11.7%
6%
2.3%
3.2%

2012-2013
11.2%
6.2%
2.5%
3.2%

Table 1: Market Share of Retail Companies

(Source: Schulze et al. 2012, pp. 30)

12

Market Share of 2011-2012

Asda; 14%

Primark; 26%

Mark & Spencer; 50%

H&M; 10%

Chart 1: Market Share of Retail Companies

(Source: Schulze et al. 2012, pp. 30)
The market share of the retail companies in the contemporary ground reflects the competitive
nature of business. In this situation, it is necessary for every company to develop their
business in such way that beat the rivals in the market ground. The market share reflects the
top position of M&S in the market and then the position of Primark. H&M and Asda also
the closest position in this market competition.
It stated by Blattberg et al. (2009), Primark access low cost advertisement to promote the
product in the market as it helps to fulfil its business objectives and also get customers
attraction in the market.
As the company run its business in out of town area and promote low cost products in the
market therefore, if the company spend more money in advertisements, it is not possible for
them to provide low cost products in the market. Hence, this strategy is helpful for the
company to sustain in the market and also develop their business to beat its rivals
(www.primark.com, 2014).

1.7. Problem Statement:

Advertisement is getting more powerful in the contemporary market position. Every company
want to choose effective advertising tool in order to gain their market position and beat their
13

rivals. Primark, the largest retail clothing company in UK market has chosen advertising as
an effective tool for their product marketing.
However, in case of product advertisement, the company has chosen some strategies that
help to develop their business. The company choose low cost advertisement to adjust cost of
clothings they provided in the market. Though it seems as the unique concept of business
marketing, but still the company has faced some problems regarding this advertisement
aspect.

Low cost advertisement not able to attract the urban customers of the society
The bulk production creates ecological degradation of the country.
Huge amount of production increase labour cost
The company criticised for using child labour in their textile production.

Though the company has able to sustain in their position in the contemporary world, but still
it seems by the researcher that low cost advertisements not able to attract too much the urban
people. In this case, the word of mouth technique assists the company to develop their
business. As the company get the branded reputation in the market therefore, it is necessary
that despite of its advertisement, its brand loyalty affected customers to purchase the product.
However, the other problems reflected that the ethical issues of the company. This ethical
issue also influenced customers to purchase product. As the company criticised in child
labour case, therefore, it is important for the company to concern on their ethical part. It
provides people a trustworthy message from their system.

1.8. Rationale of the study:

1.8.1. What is the research issue?

Now a day, advertising get its position to promote product effectively in the market. The
company Primark also has chosen the advertisement policy to promote the product. Primark
choose the low cost strategy to advertise the product in the contemporary market. The caused
behind choosing advertisement is clear and also reflected its importance for being an issue.
Effectiveness of advertisement in contemporary market is the main cause to become an
issue.

14

1.8.2. Why it is an issue:

Marketing is the important factor to enhance the business area of any company. Shareholders
are the key factors of effective marketing. The company Primark produce many clothings for
the people if UK and provided in low cost. The unique strategy of marketing helps the
company to develop the business and attract more customers to purchase the product.
The company mainly produces womans wear to attract the female candidate first. Late the
company produces mens wear, children clothings in their system. As their product quality
is good in nature and also provide then fashion sense in the market, therefore, the product
advertisement is became an issue to analyse.

1.8.3. Why it is an issue now:

In this research project, the researcher has chosen the research the topic to analyse the reason
behind low cost advertisement of Primark. Advertisement has played a vital role in the
contemporary market and therefore, it is natural that every company choose effective
advertisement style to promote the product. Primark focus on face to face communication to
develop the product advertisement to beat its rivals. The company used this strategy to make
their customers happy and identify their problems regarding the product. Not only that, it also
help the company to know the demand and necessity of the customers.

1.8.4. What could this research shed light on?

The research has focused on the reason behind not choosing expensive advertisement in the
contemporary market. It can reflect as follows:

The company produce bulk amount of material that reduce per amount of cost. The
company offer it to their customers. If the company spend more money in

advertisement then it is not possible for them to provide customers cheap product.
The company a large amount of product direct from the suppliers.
The company focused on lower middle class in the society and therefore, they dont
realize the necessity of expensive advertisement in the market.

1.9. Significance of the research:

The study has focused on the low cost advertisement of the retail company Primark. It will
help the researcher to get accurate idea about UK market nature and the performance of the
company in this contemporary market.
15

1.10. Structure of the dissertation:

Introduction

Literature review

Research Methodology

Data Analysis and Presentation

Conclusion and Recommendation

Figure 1: Research Structure

(Source: As Created by author)
1.10.1. Introduction: The chapter reflect the introduction of the research topic. It includes
research aims, objectives, questions and background of the study. The researcher also
provided the rationale statement and problem statement to have a clear idea about the topic.
1.10.2. Literature Review: This chapter includes various theories and models that have a
relevant link with the research topic. The literature review is the academic part of the research
and helps the researcher to develop the research structure to explain it properly.
1.10.3. Research Methodology: This chapter helps the researcher to make structure of the
research work. It concludes various philosophies, approaches and sample size that assist the
researcher to develop the topic proper way.
1.10.4. Data analysis and Findings: This chapter analyse the raw data collected from
various way and present it in order to provide the students a proper idea.
1.10.5. Conclusion and Recommendations: In this chapter, the researcher has provided the
concluding statement about the research topic. The researcher has linked it with the
16

objectives and reflects the way to fulfil it in proper manner. The recommendation and future
research scope also provided in this chapter.

1.11. Summary:
This chapter reflect the cause and reason behind the advertisement of a company. Primark has
chosen to analyse the effect of low cost advertisement in the contemporary market. The
researcher reflected that company has used it by projecting their business aim positively in
the market. Therefore it is possible for the company to promote product in low cost
advertisement and attract their customers.

17

Chapter 2: Literature Review

2.1. Introduction:
Literature review is the academic paper that helps the researcher to conduct the researcher
project in a proper way. The contemporary market seems critical in nature as because of its
growing competition (Taylor, 2010). The various theories and models of literature review will
help the researcher to make a link with the previous findings of the topic and provide a clear
idea to the students about the current nature of market. Literature review basically provides a
proper guidance to make the research properly. Tikoo and Ebrahim (2010) stated that this part
of research mainly deals with the secondary data collected by the researcher. It makes the
qualitative analysis to provide the research work in a perfect shape.
In this research work, the researcher wants to find out the reason behind choosing low cost
advertisement in this contemporary market. The researcher has used the various
advertisement tools to analyse the nature of marketing and its effect in customers mind
(Putte, 2009). The researcher also tried to find out the factors and evaluate these in order to
explain the proper strategies of marketing and in which way it helps the company to develop
their business.

2.2. Conceptual Framework:

Previous Research Work

Factors influencing Advertising and Product promotion

Has link with

Advertising Models
AIDA
DAGMAR
Marketing Mix

Create

Influence
Marketing Tools

Affected Advertising Cost

Marketing and Advertising Strategy

Market Nature of Retail Companies

Create

18

Figure 2: Conceptual Framework

(Source: As Created by Author)

2.3. Previous research work:

Marketing and advertisement has a co-relation in this contemporary world. West and
Prendergast (2009) commented that marketing is based on advertising while advertisement
sustain on marketing concept. In this context, various researches have conducted to analyse
the relation between marketing and advertisement in the contemporary scenario. In the
journal of Advertising Effectiveness, the author reflected the function of advertisement in
the contemporary worlds.
Its positive and negative role also evaluates and criticised by the researcher. In the journal
Sustainable Consumption: Activism, Innovation and Brands the researcher has reflected
the concept of branding and the development of the organisation based on this brand concept
in the contemporary market (Macleod, 2009). As marketing and adverting is the vast issue in
the society, therefore many researchers have conducted to explain its effectiveness in this
commercial ground.

2.4. Comparison between previous and existing research work:

The previous research work has explained the role and effectiveness of advertising in product
marketing. The role, function and effect of advertising also analysed in the previous research
work. Hence, in the current research topic, the researcher has chosen the specific area of the
advertisement that is the low cost advertisement to analysis the contemporary situation of
market (Brenner, 2009).
Through this analysis the researcher want to provide the effect of low cost advertisement in
the contemporary market and its influence on customers product purchasing. Basically the
previous research work total analysis the role of product marketing while the researcher only
focus in the effect of low cost advertising in any company.

2.5. Various theories and models of adverting:

Theories and models of advertising help the researcher to get appropriate idea to conduct the
research work properly. Various models and theories help the researcher to complete the
19

research based on previous models and provide a new idea to the people of the market.
However to analyse the topic properly, especially AIDA and DAGMAR model is appropriate
analyse and explain the topic properly in the contemporary situation (Mooiji, 2010).

2.5.1. AIDA model of advertisement:

The AIDA model of advertising has based on four important elements that are attention,
interest, desire and action. These four elements clearly reflect the path of getting the
marketing goal by effective product promotion in the market.

Attention
Interest
Desire
A
c
ti
o
n
Figure 3: AIDA model of Advertising
(Source: Kim et al. 2010, pp. 1220)
Hall and Rosenberg (2009) stated that attention reflects that the company that
introduce new product in the market must take certain action in order to promote it
effectively. In the attention period, the company can do this by providing targeted
customers all necessary information about the product (Kim et al. 2010). The
company produce the materials in order to satisfy their customers needs and
demands.
Therefore, it is necessary for the company to promote the product in such way that
helps to develop their business area and het the attention of people in the market
(www.academia.edu, 2014).
Interest is the next step that reflects the product launching in the market and get
customers attention to develop its business (Beck, 2010). In the interest stage the
company can do it promoting attracting product features and key information
20

regarding the product. Rutz et al. (2012) reflected that it will help the customers to
aware about the product and pay their interest on it.
Desire is the positive effect of the product that emphasize on the customers demand
regarding the material. Trusov et al. (2009) stated that the desire stage also help the
company to identify customers need and demand and also work according to satisfy
it properly.
The last stage is the action that indicates customers action on product promotion ion
the market. In this stage, the necessity of customers and the positive function of the
product that reflected in the market.
The model has presented in the revise pyramid structure that projected the model properly
and help the researcher to analyse it in a suitable form. According to Yang and Ghose (2010),
the last stage (action) is the concentrating situation of customers as they are happy with the
product and act to purchase it from the market.

2.5.2. DAGMAR model of advertisement:

DAGMAR is the popular model of advertising that reflects Defining Advertising Goal for
Measured Advertising Results. This model also known as the hierarchy model of advertising.
Through this model the researcher is able to explain the basic difference of advertising and
marketing. As Van-Heerde et al. (2010) argued that marketing is the process that depends on
product selling in the market while the advertising focused on customers movement in the
contemporary market. Berger (2013) supported this statement by reflecting the co-relation of
marketing and advertising in the contemporary market.

Awareness
(Targeted customer 1)

Comprehension
(Targeted customer 2)

Conviction
(Targeted customer 3)

21
Action

Figure 4: DAGMAR Model of Advertising and Marketing

(Source: Eisend and Langner, 2010, pp. 532)
Therefore, the DAGMAR model of advertising helps the researcher to get aware about the
function of the company and its achievement thorough using proper advertisement.
Awareness, comprehension, conviction and action are main elements to explain the
practical application of DAGMAR model in the contemporary market (www.iccwbo.org,
2014).

Awareness is the first stage of this model to aware people about the product that
newly launched in the market. The projected model reflected that in awareness stage,
the company first attracted their targeted customer 1 and promotes or provide all
necessary information to them (Rutz and Bucklin, 2011). It reflects the existing nature
of the company in order to product promotion and also provides a commercial
message to the customers to attract their customers toward their business.

Wiesel et al. (2011) commented that if the customers have low experience about the product
then the awareness stage will help them to get all necessary information regarding this. On
the other hand the company must provide their high experience customers some attracting
features that can get their attention and assist the company to perform in the market
effectively.

22

Comprehension is the knowledge about the product. In the DAGMAR model, it

reflected that the comprehensive stage indicate the customer 2 means the knowledge
or information regarding the product has transferred from customer to customers in
the society. Bhargava (2011) reflected that the customers also get aware about the
product brand, company logo in this stage. It indirectly helps the company to develop

their business in contemporary market (Hirshleifer and Hirshleifer, 2009).

Conviction this step deals with the perception of customers regarding the product.
Ling et al. (2010) stated that in the conviction stage the company or the product hit on
customers emotional aspect that indicate to purchase the product despite of its
negativity or positivity.

For example, if the customer is familiar with any airline company then the customer has an
emotional attachment with the companys performance and activities. The customers always
go through the company despite of its bad performance in the market or other else.

Action is the last stage that indicates the company encourages the buyer to purchase
the product immediately from the market. According to Komanduri et al. (2010), in
the action stage the company is able to promote the product in the market effectively
as well as to develop their business and able to beat its competitors.

The DAGMAR model of advertising is the perfect to analyse and explain the function of
advertisement in the contemporary market and also its effect in marketing goods. Yoo (2011)
reflected that its social application is very much effective in nature and it performs in the
market with the help of AIDA model in the market. The both models have the opportunity to
promote the product in the market effectively. It also showed the path to get customers
perception regarding the product.

2.5.3. Marketing Mix model:

The marketing mix model is the practical model of marketing that provides the necessity of
advertisement in the market. It also reflects all effective marketing tools and its function to
product promotion in this contemporary era (Brajnik and Gabrielli, 2010). Comparing to the
developed market in the society, now the marketing mix has seven tools that totally describe
the process of advertisement and its effect in market.

23

Product
Physical
Environm
ent

People

Price

Marketi
ng Mix
Process

Place

Promotion

Figure 5: Marketing Mix Model

(Source: Brajnik and Gabrielli, 2010, pp. 987)

Product is the first tool of marketing. Customers attracted towards the company by

judging its product and its quality.

Breuer et al. (2011) reflected that price is the necessary element of the marketing
mix. If the company promote the qualitative product in a high price rate then it is not
affordable for many of the customers of the society. On the other hand if the cost of
the product is affordable for customers then it will increase customers attention and

developed the business (www.networkadvertising.org, 2014).

Place is another necessary marketing tool. The company is never able to promote the

product without having a proper place.

Promotion needs proper timing, and place in the market. It is not possible for the
company to promote the product without having a proper place. In this context, Yang
and Ghose (2010) commented that advertisement is the necessary tool to promote
any product in the contemporary market.

The advertisement delivers all necessary information in the market and therefore, customers
can aware about the new product and its function. It leads them to purchase the product from
the market (Adair, 2011).

24

Process means the technique of the product marketing in this contemporary ground. It

depends upon the promotional aspect of the product.

People are the customers or the targeted customers of the company. The company

produce product according to their demand and needs.

Physical environment reflect the political and economical background of the
company. If the political background is perfect then it seems as positive for the
company to marketing the product.

2.5.4. Justification of these theories:

After analysing all the theories of advertising and marketing it seems that cost and place are
two necessary elements for effective marketing. Advertisement is the process that help the
company to promote the product by maintain its cost in proper place. Advertisement helps the
customers to take action regarding the product that suitable with their socio-economic
background. Therefore, it can conclude that the company must focus upon their advertising
policy as well as the product cost in this contemporary era.

2.6. Advertising nature of different retail companies:

The advertising nature of retail companies mainly deals with the sales promotion of the
product and its advertising cost. However, before analysing the nature of retail advertising
properly, it is necessary to explain the concept of sales promotion first and make its link to
the advertisement. According to Mooiji (2010), sales promotion is the media or non-media
marketing in a specific time and space. Proper time and space is necessary for an effective
marketing because it helps the researcher to find their proper customers from the same market
place.
Berger (2013) stated that if the company is unable to promote the product in proper time then
this space will captured by any other company in the same market. Therefore, it is necessary
for the company to maintain the proper promote the product in proper time and space that
able to catch companys targeted audience (www.creativeskillset.org, 2014).
For example, if the company produce low price clothings in their system then the place
must be the urban and rural area of the country. It suggested this way because the price rate
indicates that the companys targeted customers must be lower middle class to upper class.
Therefore, it is natural that the company definitely choose the seasonal time to product
promotion.
25

Advertisement is another effective medium to reflect the strategy and objectives of the
company positively in the market. In this aspect, sales promotion has a link with the
advertisement strategy in the contemporary market. According to Adair (2011) product
advertisement helps to spread the idea and necessary information in the contemporary
market.
Sales promotion is the process through which the company can able to promote its product
effectively in the market. As the concept of sales promotion reflects that it is the media or
non-media marketing, therefore, it can easily concluded that the effective advertisement is
essential to endorse a product in the contemporary market (www.networkadvertising.org,
2014).
Hall and Rosenberg (2009) argued that advertisement provide necessary information about
the product to the customers and its colourful creativity undoubtedly attract customers to see
the ad, perceived it and at last influenced by it to purchase the commercial good form the
market. Beck (2010) opposed it by stating customers are not so passive in nature as they
purchase product depends on its quality, service and price. These three essential elements
help in products growth and its sustainability in the market.

Innovative Idea
Affected
Quality

Sales Promotion

Advertising Cost

Service

Figure 6: Advertising Nature of Retail Companies

(Source: Putte, 2009, pp. 670)
However, despite all these arguments, Taylor (2010) described advertisement as such a tool
that increase products sustainability and also motivate customers to purchase the product
from the market.
26

Advertisement cost is the essential part in this product promotion. It noticed by Putte (2009)
that somehow the company spend more money in their product advertisement. Therefore, the
cost of per unit product gets high. Hence, it is not affordable for all customers in the society
and the company unable to spread its business in the market (West and Prendergast, 2009). In
this situation, if the company used expensive advertisement in the product promotion then
they not able to provide their customers qualitative product in the low price that indicate to
downturn the business (Macleod, 2009).
In this context, it can stated that the advertisement policy is totally depends on the mission
and objectives of the company. If the company has high profile in the market and targeted
customers are the upper class people in the society, therefore, the advertisement cost
undoubtedly get high in nature while it cost low in order to capture the total economic class
in the society.

2.7. Factors influence advertisement and product promotion:

Product promotion has a link with the advertisement of the product in the contemporary
market. Advertisement reflects the necessary information regarding the product to the
customers while the promotion of the product gets people aware about the material and its
function in their social lives (Wiesel et al. 2011). Some factors influence in product
promotion that has a link with the advertisement. The factors can analysed in three steps that
reflect a clear path to promote the product in the market an effective way.
The first step reflect the budget allocation, stage of product life cycle, type of product,
consumer references, availability of media, while advertising, sales promoting, direct
marketing based on the first step of product promotion.
First step
Budget allocation: Budget allocation reflects the reach and frequency of the product. Reach
reflects the total number of people while the frequency indicates the targeted customers from
the total number of people (Yoo, 2011). Therefore, the product character and its quality
determine the budget allocation of the company.
Stage of product life cycle: The stage of product life cycle also affected the product
promotion and its advertisement in the market. According to Rutz and Buckli (2011), if the
initial stage of product indicates to allocate a huge amount of money for its effective
27

promotion. On the other hand, if the product is in the growth or matured stage then the budget
allocation may vary according to its demand and necessities in the market.
Types of product: Different types of product need different kinds of promotional
advertisement in the market. In case of technical product, professional promotion has needed
to provide all necessary information about the product to the customers. It helps the
customers to understand the product in the contemporary aspect (Ling et al. 2010). On the
other hand, the convenience goods does not need such high promotional activities customers
are very much familiar with it.
Consumer preference of media: Breuer et al. (2011) stated that customers preference in
media selection is also the necessary part of product promotion in the market. For example
some people are familiar with TV advertisement while some people think print media
advertisement is reliable for product purchasing (Trusov et al. 2009). Now the trend of online
advertising also has an impact in customers mind. Therefore, it is necessary for the company
to promote product according to characteristics of product and its function in the market.
Second Step
The first step determine the second step that includes advertising, sales promotion and
direct marketing. The all elements mentioned in the first stage have an effect in the
advertisement and sales promotion of the company (Komanduri et al. 2010). Some company
give importance upon the direct marketing that is popularly known as the word to mouth
marketing (Breuer et al. 2011). It provides all necessary information in the market by passing
the information to people to people. Basically the second step of product promotion and its
advertisement pointed to choose media in own choice of the company.

Budget allocation
Stage of product life cycle
Types of product
Consumer preference of media

Advertising
Sales promotion
Direct Marketing

28

Print
Television
Radio
Online

Figure 7: Steps of Product Promotion through Effective Advertisement

(Source: Brenner, 2009, pp. 30)

2.7.1. Market Share of Advertisement mediums in the market: (Third Step)

Options
Print
Television
Radio
Online

2010
25%
37%
7%
11%

2011
27%
46%
30%
50%

2012
30%
50%
35%
60%

2013
43%
57%
40%
65%

Table 2: Market Share of Advertisement mediums in market

(Source: Macleod, 2009, pp. 188)

Different Advertising Mediums

70%
60%
2010

50%

2011

40%

2012

30%

2013

20%
10%
0%

Print

Television

Radio

Online

Chart 2: Market Share of Advertisement mediums in market

(Source: Macleod, 2009, pp. 188)
The market share of the advertisements channels reflect that online medium has their own
position to attract people in their system by providing all effective information in the market.
The television advertisement and print advertisement is in the next stage of the online
advertisement. Beck (2010) reflected that the growing popularity of online advertisement
indicates the trend of online shopping in the contemporary world. Therefore, it is necessary

29

for every company to determine their advertising strategy in such way that attracts more
customers in online market and achieve the global market (www.web.mit.edu, 2014).

2.7.2. Effect of advertisement cost in product marketing:

As the advertisement and its effect in market has described in the research topic, it is also
analysed that the advertisement cost has its effect in the contemporary market and it also has
the capability to attract customers by projecting effective advertisement in the market
(Brajnik and Gabrielli, 2010).
In case of high cost advertisement, it reflected that technical products need it as it provide to
the customers about the necessary information to them. According to Tikoo and Ebrahim
(2010), the technical advertisement of product helps the customers to understand the product
features and its function in the contemporary ground.
On the other hand, low cost advertisement emphasised on direct marketing or word to
mouth marketing. In case of direct marketing the company depends on local preferences and
tastes of customers and they produce things according to fulfil their mind and make them
happy. As stated by Yang and Ghose (2010) if the company want to provide their customers
qualitative product in low price then the company must not spend more money to advertise
the product as it increase the per unit of product cost that is not affordable for the customers.
In this situation, the marketers focus on the direct marketing technique that provide all
necessary information regarding the product or the company to the customers directly and
received their feedback in order to develop their business or the product. It varies from
product to product as it depends on companys performance, product quality and brand
image of the company (www.web.mit.edu, 2014).
In this context, it can compare with the previous research work in the contemporary market.
The previous research work reflects the relation between marketing and advertisement that
affect the cost of the product. In this research topic, effect of advertisement cost in product
marketing has analysed. The previous research work makes an overall analysis on the
marketing and advertisement topic whereas the existing research topic analysed a part of the
market. The total explanation is able to provide a clear idea to the student about the market
and its contemporary position. Therefore, it can conclude that not only companys

30

performance, but also the product quality and its advertisement strategy affect the price of the
material in this commercial era.

2.8. Factors influencing advertisement tools to modify product cost:

Factors that influence product marketing has analysed previously in this topic. Budget
allocation, stage of product life cycle and customers preference in choosing media are
the main factors that help to describe the company members to select a way in their product
launching. According to Rutz and Buckli (2011), these factors influenced the marketers to
select an effective media to advertise the product in the contemporary business ground.
It is clear that advertisement and product promotion has a link in this competitive era. One is
the effect and other is the process. Advertisement affected customers to purchase the product
whereas the product promotion is the process that reflect the suitable advertisement medium
to promote it (www.iccwbo.org, 2014).
However, the factors are the budget of the company and the stage of the product. If the
company has huge amount of money then it is natural that the company will choose the TV,
online and print advertisement to promote it effectively. Trusov et al. (2009) reflected that
the popular mediums have chosen by the marketers to introduce it. In this context, the stage
of the product is also necessary of the product is in the introductory stage then the company
must afford large amount of money to promote it. In its decline stage the amount of money
also decrease normally. Therefore, this analysed emphasised that both factors and
advertisement tools determine the product cost.
For example, if the company produce frozen foods in the market then its targeted
customers must be the total population of the country. In this situation, the company must
use the print and TV advertisement to promote the product. The both print and TV has
chosen because these both advertising tools has the popularity and accessibility in the
market.
Definitely, the advertisement tools and advertise cost affected the price of the product
because the company divided the total amount of advertisement cost among the production
that increase per unit of product cost in the market and the company is able to make profit
from it (Wiesel et al. 2011).
Total amount of advertisement cost

31
=
Total Amount of Product

Per Unit Product Cost

In this situation, if the company want to provide the product in low cost to achieve their
targeted customers, therefore, the company not spend more money in advertisement because
it will increase the cost of per unit product in the market and not affordable middle class
people in the society. So, it can stated that the company needed a powerful marketing strategy
that help to advertise their goods effectively in market as well as provide it in the low price to
its customers.

2.9. Comparison of different advertising strategies of different business companies:

In todays modern business world, various nature of business companies appeared in the
market to spread their commercial idea to the customers and make profit from the market.
Mainly four types of business companies has popular in the market like cottage industry,
small scale business industry, retail companies and corporations. Naturally the advertisement
strategy of these different industries must different in nature and it will help them to promote
their material in their own way.
Advertisement strategy of Cottage industry: Cottage industry is the small scale industry
that mainly focuses on the local preferences of the people. Mainly handloom products are
made in this industry to develop the economical background of the country. Van-Heerde et al.
(2011) commented that cottage industry has the local taste and therefore, they focus on to
produce handloom products in order to satisfy people by providing them all types of local
products.
In this case, Yoo (2011) argued the industry chooses the local mediums like local print and
television to advertise it. The radio advertisement also used in this case. If the company want
to promote in the global market then they can choose the online medium but it will increase
the product cost. Therefore, mainly the cottage industries choose the print, radio and TV
advertisement in their product promotion.
Advertisement strategy of Small scale industry: The small scale industry in the market
also emphasised on the local taste and preferences of people. It noticed that small scale
industry has the power to catch the local idea and modified it by innovative style to promote
it in the global market (Brajnik and Gabrielli, 2010). The creative nature reflects in the small
32

scale business houses and therefore, they choose the online medium especially to market their
goods.
The online media is easily accessible form, anywhere in the world and it will help the
company to reach to the international market. Online advertising policy is suitable with small
scale market industry and therefore the business personnel can use it with TV advertisement
and print advertisement.
Advertisement strategy of retail companies: Retail market is the vast area. The main
differentiation between retail and corporation that while one is conducting their business on
brand oriented the other is conducted it in product basis. Ling et al. (2010) investigated that it
affected the cost of the product and also the advertisement strategy of the products. In case of
retail market, the company name and its brand value is prime to attract customers and spread
their business in the contemporary world.
Therefore, the retail companies mainly focus on their brand promotion rather than the
product. Kim et al. (2010) stated as the retail companies purchase bulk amount of product
from their suppliers therefore, the product cost remain low in nature. They not spend more
money in advertising as their product already got the brand reputation.
Advertisement strategy of Corporations: Corporations are mainly deals with the product
marketing. In this situation, they give more importance in their product advertisement
(Bhargava, 2011). The advertisement of these products is able to provide all necessary
information to their customers and the innovative ideas of advertisement influence them to
purchase it from the market.

2.10. Evaluate the advertising strategies to achieve the marketing goal:

After analysing all the advertisement strategies of different business organisation in the
contemporary market, it can state that the main motive of all these business houses is to gain
the market position by satisfying their customers perfectly (Brenner, 2009). As this topic
mainly deals with the retail company and its advertisement strategy therefore, it is natural that
to go through this topic and analyse the retail advertising strategy to provide an appropriate
idea to the students of this society.
Eisend and Langner (2010) stated the retail company mainly focus on their company brand
name that had an effect in this market. Customers are very much aware about it and they also
33

influence by a particular brand in the society. Therefore, the companies purchase the bulk
amount of product from their suppliers and sell it in their own houses. The quality and brand
name is the main factors that affected and influence customers to access the good from the
market easily.
The company not spend so much money in the product advertisement as they already gain
their brand reputation from the market. Low advertisement cost helps the company to
determine per unit of product cost cheap in the market (Berger, 2013). It helps the company
to provide qualitative product in low price to the customers and enhance the business easily
in this ground. This unique strategy will help the company to achieve the marketing goal
and gain the foremost position in the market.

2.11. Conclusion:
The entire discussion reflects the marketing objectives and proper advertisement strategy to
that reflect the progress of the business houses in the contemporary ground. Marketing and
advertisement has a link with each other and these both assist the company to develop its
business. In this situation, the company need to plan proper strategy to promote the product
effectively in the market.
The main issue is the high range advertisement increase the product cost in the market and for
this reason the company is not able to reach the whole class in the society. Therefore, it is the
main duty of the company to plan an advertisement that helps the company to increase their
business area and also provide the qualitative product in low price. It is advantageous for both
the company and the customers in the market.

Chapter 3: Research Methodology

3.1. Introduction:
Research Methodology is the process that helps the researcher to design and structured the
research work properly. The proper designing of the research work helps the students to get
an accurate idea from it (Yin, 2014). It assists the researcher to conduct the researcher in
some following steps. The every steps of the research provide an idea to the researcher to
conduct it in proper way. It is the scientific method that explains the every components of the
study clear and appropriately.
34

In this topic Why Primark does not run expensive advertisement, the researcher has
choose the research philosophy to analyse the knowledge and idea properly. Deductive
approach has selected to analyse existing research based on previous theories and models.
Quantitative and qualitative analysis include in this research methodology chapter (Fowler,
2009). It allows the researcher to collect data from the market according to analyse the view
of people and company management respectively.

3.2. Method outline:

The researcher has completed the research in a systemic way and to conduct it properly,
research philosophy, deductive approach and descriptive research design has chosen by
the researcher. Gast and Ledford (2014) reflected that the philosophy helps the researcher to
acquire knowledge from the market while the deductive approach helps the researcher to
conduct it by comparing it to the previous theories and models. The researcher has chosen the
descriptive research design to analyse it properly.
In this research topic, the researcher has selected the post-positivism research philosophy in
order to cross check the previous knowledge and applied it to analyse the existing research
properly. According to Bergh and Ketchen (2009), the post-positivism states the
psychological aspect of the research. However, primary and secondary data also choose by
the researcher to analyse in the quantitative and qualitative manner. The researcher has
presented the quantitative data in the Excel sheet and the qualitative data in Microsoft word
to explain it properly in the society.

3.3. Research Onion:

According to Saunders et al. (2009), research onion is the process that helps the researcher to
analyse the total research work appropriately. The every layer of research onion unfolds the
process of conducting research in an appropriate way. The first layer deals with the
philosophical manner that reflects the importance of the research and makes its link with the
previous theories and models.

35

Figure 8: Research Onion

(Source: Saunders et al. 2009, pp. 52)
It has a link with the second layer that indicates the research approaches. Third are the
research strategies that reflect about the process of conducting research while it is
experimental or it is a case study. Innermost layer indicate the primary step of data collection
process. It assist the researcher to make a theoretical outcome form it by explain the collected
data from the society.

3.4. Research Philosophy:

Research philosophy is basically the mind map of the research. The philosophy helps the
researcher to conduct it is basis of knowledge, information and facts. Basically the research
philosophy based on research paradigms that are- epistemology, axiology and
phenomenology (Creswell, 2009). The epistemology deals with the knowledge while the
axiology and phenomenology reflect the facts and ethics regarding the research. Research
philosophy comes from the epistemology paradigm that contains positivism, interpretivism
and realism.

36

Post Positivism
Positivism
Realism
Interpretivism

Figure 9: Research Philosophy

(Source: Roschelle et al. 2010, pp. 840)
Roschelle et al. (2010) reflected that positivism deals with the philosophical aspect of the
study while the realism and interpritivism reflect the facts and ethics of it. Post positivism is
the part of [positivism philosophy that helps the researcher to cross check the all facts and
compared it to the previous study in order to provide a clear idea to the society

3.4.1. Justification of choosing the philosophy: (Post positivism)

The researcher has chosen the post positivism research philosophy to analyse it properly.
Post-positivism derived from the positivism research philosophy that help the researcher to
cross check all the facts and make a critical comparison with its previous research work. The
post positivism research philosophy stated the psychological aspect of the research and able
to describe the basic facts in the society.
It helps the researcher to think advanced and analysed the facts properly in the
contemporary era. With the help of AIDA model, the post positivism philosophy will help the
researcher to find out the proper idea about the research.

37

3.5. Research approach:

Researc
h
Approa
ch
Inductiv
Deducti
e
ve
Approa
Approa
ch
ch
Figure 10: Research Approach
(Source: Jeanty and Hibel, 2011, pp. 640)
Research Approach is basically two types- inductive and deductive. The deductive approach
helps the researcher to conduct it based on previous theories and models. On the other hand
inductive approach indicate the researcher to plan and build certain models and theories
according to fulfil the research objectives (www.tc.umn.edu, 2014).
As stated by Jeanty and Hibel (2011) the inductive research approach is the long term
strategy. In case of inductive research, the researcher first complete the topic and then plan a
model or theory based on this topic that able to justify it in proper way. On the other hand, the
deductive research approach helps the researcher to analyse it by comparing it to the previous
theory.

3.5.1. Justification of choosing research approach: (Deductive Approach)

In this research topic, the researcher has chosen the deductive approach to analyse it
appropriately. The deductive research approach is the short term process that reflects the
previous theories and assists the researcher to conduct it based on these theories. In the
research why Primark does not run expensive advertisement contain the various
advertisement models like AIDA, DAGMAR, Marketing mix and so on. These all theories
help the researcher to explain it in the short period of time and also reflect an appropriate idea
to the society.

38

3.6. Research Design:

Research
Design
Explorato Explanat Descripti
ry
ory
ve
Figure 11: Research Design
(Source: Toloie-Eshlaghy et al. 2011, pp. 130)
Research design is the structural process that presents a proper design of the research work.
Research design is three types- exploratory, explanatory and descriptive. The exploratory
research design has used for the long term research project. The exploratory research
design has a linked with the inductive research approach that helps the researcher to
conduct the research in long term process (Toloie-Eshlaghy et al. 2011).
The explanatory research design explains the total process while the descriptive research
design is able to describe the research structure properly in the society. The research design
helps the researcher to fulfil the research objectives while structured it properly.

3.6.1. Justification of choosing the research design: (Descriptive)

The researcher has chosen the descriptive research design in order to analyse the research
work properly. As the aim of this research is to find out the reason behind running low
cost advertisement through investigate the tools and factors, this descriptive design assist
the researcher to explain it in a proper way. The descriptive research design is able to analyse
all data in its philosophical manner. It reflect a proper guideline to conduct the research in a
manner able way.

39

3.7. Data Collection Process:

Data means the information collected by the researcher through survey or the interview
process of the employees and managers of the company. Pon (2009) reflected that data are
mainly two types- one is the primary data and other is the secondary data. The primary
data has collected through surveying to the people of the company. On the other hand, the
secondary data has collected through different blogs, journals, and websites. In the case
study of Primark, the company website is the main secondary sources to the researcher to
get accurate information from it.
After collecting the data from the market, the researcher has analysed these data according to
its character. In case of primary data, the researcher analysed it by quantitative analysis
while the secondary data has explained by the qualitative analysis by the researcher.

3.7.1. Data Sources- Primary and Secondary:

Data are basically two types- one is the primary and another is the secondary. The
researcher can choose the primary data through survey to the employees of the company
(Brannen, 2009). It will help the researcher to get accurate idea of the performance of chosen
company. Employees are the base of the company and therefore, their statement will help the
researcher to find out appropriate logic behind on running low cost in product advertisement.
On the other hand, the researcher can collect the secondary data from different blogs,
websites, journals, newspapers and so on. It will help the researcher to get accurate structure
of the current nature of market. The researcher is also able to explain the reason of not using
expensive advertisement in product promotion from it (www.fundacaoitausocial.org, 2014).

3.7.2. Data Techniques- Qualitative and Quantitative:

Researcher analysed the collected data from in its quantitative and qualitative basis. The
quantitative analysis helps the researcher to get the idea of the employees of the company
in running low cost advertisement in the contemporary market. Cameron (2009) stated that
the qualitative analysis will help the researcher to present all necessary information in the
market regarding the relation between advertisement and marketing and its effect in
market.
The researcher has chosen the company Primark in order to explain the advertising strategy
of it and investigating the reason of promoting low cost advertisement in this commercial
40

ground. The quantitative data has presented in the Excel sheet while the researcher choose
the Microsoft Word to analyse the present the qualitative information regarding this topic.

3.8. Population of the Sample:

Population indicate the direct or indirect involvement of people to conduct the research work
properly. Here, the population is the total number of employees and managers in UK sector
of the retail company Primark.

3.9. Sampling Technique:

Sample is basically two types- one is the probability and other is the non-probability. The
sampling technique helps the researcher investigate thoroughly the market nature and get
accurate data to find out the solution.
The probability sample helps the researcher to choose sample randomly from the market. In
this research work, the researcher applies this sampling technique to choose employees of the
company. The researcher can choose the employees of the company by own choice to
analyse the data properly (www.du.edu, 2014).
On the other hands, non- probability sample has chosen to explain the data collected from
the managers of the company. The researcher has chosen specific mangers of the company
to get accurate idea to conduct the research project properly in the market.

3.10. Sample Size:

The researcher can structure the research topic on basis of the sample size. At least 50
employees and 5 managers of the company Primark has chosen by the researcher. The
researcher has collected quantitative data through survey of the employees and qualitative
data by interviewing to the mangers of Primark.

3.11. Accessibility Issue:

The research project contains various tools; informations and used various models of
advertisement. These all help the researcher to analysed and structure the research work
appropriately. However, while conducting the research, it is not possible for the researcher to
access the all information regarding Primark and its advertisement.

41

Primark is the branded company in UK market and therefore, it has its own reputation and
place in this commercial era. In this situation, researcher does not able to reach all of the
managers of Primark store to get all information that help to judge reason behind run low cost
advertisement.

3.12. Ethical Consideration:

Research based on social norms, practises and values. The researcher must maintain the
social norms and values in order to fulfil the research objectives.
Participant response: The researcher accepts the voluntary participation of people in
the data collection process. The researcher not forced any people to participate in the
data collection process and provide their view regarding the topic.
Data Application: The researcher must avoid any type of commercial data. It is
unethical to justify the data that has analysed in the research project. The data
collected by the researcher must accurate in nature.

3.13. Research Limitation:

The limitation of this research arises due to lack of money and time constraint. As the
researcher is the student therefore, it is not possible to spend lots of money to access more
information from the market. The time limitation of this project is also a major cause. Despite
all of this the researcher not able to access all information while collecting data from the
market as people are not cooperating in all time. These are the research limitation and despite
all these limitations the researcher has able to present it in appropriate form in the market as
well as in the society.

3.14. Time Horizon:

Main activities/ stages
Select the topic
Data Collection (Secondary Sources)

Week

Week

Week

Layout Creation

Literature Review

42

Week Week

Week

Wee

k7

Form the Research Plan

Select

the

Appropriate

Research

Technique
Data Collection (Primary)

Analyse and Interpret the data

Data Findings

Conclusion of the Research

Forming Rough Draft

Final Work Submission

Table 3: Gantt chart

(Source: As Created by Author)
3.15. Summary:
The research methodology helps the researcher to follow a proper guideline about it. The
research methodology chapter reflects a guideline to fulfil the objectives of the research
properly. Through its every step, the researcher has able to complete and analyse all the
information that gathered from the market. The limitations, ethical consideration and
accessible issues also described in this methodology chapter.

43

Chapter 4: Data Analysis and Presentation

4.1. Introduction:
In this chapter, the qualitative and quantitative data has analysed by the researcher to provide
the market an appropriate idea that derived from the research. The researcher has collected
the data through surveying to the employees of the Primark. The researcher chooses the
employees as they able to provide all necessary information regarding the advertisement of
the company in the market. The researcher has selected the Excel sheet to explain the
quantitative data in its graphical presentation and analyse it properly. 100 employees of
Primark from its different store have chosen and only 50 employees have filled up the survey
sheet properly.
On the other hand, the qualitative data has analysed based on interview questions to the
managers of the company. The researcher has chosen 5 managers of different store of the
company and presents the explanation in the Microsoft word file. It reflects the way to fulfil
the research objectives and provide a clear idea to the students in the society.

4.2. Quantitative analysis: (For employees)

Q1. Do you people aware about Primarks advertisement strategy?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Response
30
6
2
9
3

Total respondents
50
50
50
50
50

44

Response percentage
60%
12%
4%
18%
6%

Table 4: Respondents aware about advertisement strategy of Primark

Advertisement strategy of Primark

Response percentage

60%

12%
Strongly Believe

Believe

18%
4%
Neutral

6%
Disbelieve

Strongly Disbelieve

Chart 3: Respondents aware about advertisement strategy of Primark

Findings:
Primark is the popular fashion mart in UK sectors. Therefore, in these findings it reflects that
almost 70% employees agreed with the view that they are all aware about the advertisement
strategy of Primark. 4% of employees remain silent in their stance while almost 25%
employees go up against the view. It possible as they not want to bothered with the social
activities of the company.
Analysis:
Employees are the key resources of any company. Therefore, it is natural that the employees
of Primark aware about the advertisement strategy of the company. Though it is totally the
management decision that in which process the company will promote the product but now in
the modern business world, the management of the company allows their employees to
participate in the strategic planning.
It helps the firm to develop the business in the contemporary ground and also able to identify
the preferences of their employees. It indirectly helps the firm to analyse the customers needs
and demands in the market. The company is able to produce materials according to fulfil the
demand and needs of the customers. The negative view reflects not participating employees
45

in the firm. Therefore, it is natural that if the employees are aware about the advertising
concepts and strategy of the company it helps the firm to develop the business according to
their employees performance and fulfil customers needs accordingly.
Q2. Do you agree the marketing tools influence the company to run low cost
advertisement?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Response
20
10
5
7
8

Total respondents
50
50
50
50
50

Response percentage
40%
20%
10%
14%
16%

Table 5: Marketing tools influence Company to run low cost Advertisement

Marketing tools influence Company to run low cost Advertisement

Axis Title

40%
35%
30%
25%
20%
15%
10%
5%
0%

Response percentage

Axis Title

Chart 4: Marketing tools influence Company to run low cost Advertisement

Findings:
In this view, it noticed that 60% employees supported that the marketing tools used by the
company influence to run low cost advertisement on the market and get benefit from it. 10%
employees remain silent in their stance while 30% of employees disbelieved it. According to
their view, marketing tool is not the only way to develop the business as the brand name of
the company already established in the market.
46

Analysis:
Marketing helps the firm to develop the business in the contemporary ground and perform,
according to fulfil customers needs and demand. In this context, the marketing tools help the
company or the business organisation to act effectively in the market and fulfil the marketing
objectives. The DAGMAR model of advertising is appropriate to analysis and justifies this
view properly. According to this model, the commercial message of the company first aware
the customers and then influence them in such way that they take action to purchase the
product from the market.
Therefore, the marketing tools help the company to promote the objectives positively in the
market and get the foremost position in this commercial ground. It also help the company to
identify the key factors provide all necessary information about peoples preferable media in
the contemporary society and their function to capture it for their product promotion. It also
assists the company to promote the product effectively despite of its advertisement cost and
others.
Q3. How far you agree these factors are able to enhance the business of the company?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Response
16
9
7
8
10

Total respondents
50
50
50
50
50

47

Response percentage
32%
18%
14%
16%
20%

Table 6: Factors help enhance the business of the company

Advertisement Factrors of the Company

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr

9%
10%

59%

23%

Chart 5: Factors help enhance the business of the company

Findings:
32% employees of Primark agree with the view on which 18% employees strongly agreed
this. 14% employee remains silent in their stance and at least 30% employee disbelieved the
view. The negative view focused upon the brand name of the company while positive view
reflects the marketing strategy of the company.
Analysis:
Marketing helps the company to enhance the business in the contemporary ground and make
profit from it. The marketing strategies reflects that the function of the firm and achievement
through promoting effective market strategies. In this situation, if the company is able to use
the marketing tool in order to gain the market position then it is natural that the company
positively develop the business in the contemporary ground. Basically the marketing factors
are the product promotion, sales promotion and cost of the product and so on. It is
possible through an effective advertisement in the market.
Despite of advertising cost, if the product has its quality to satisfy people and provide the best
service then, it can influence customers to purchase it from market. The marketing mix model
is appropriate to analyse this view properly. The key concepts of marketing mix reflect that
48

product, place, promotion, physical environment and others factors help the product to run
positively in the market. Therefore, it also natural that if the company is able to maintain all
these during the product promotion, then it definitely develops its business in contemporary
ground.
Q4. Do you agree effective advertisement develop the market nature?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Response
26
8
4
6
6

Total respondents
50
50
50
50
50

Response percentage
52%
16%
8%
12%
12%

Table 7: Respondents of effective advertisement develop the market nature

Effective Advertisement develop the Market Nature

60%
50%
40%
30%
Response percentage

20%
10%
0%

Chart 6: Respondents of effective advertisement develop the market nature

Findings:
Almost 60% employees supported that effective advertisement will help the firm to develop
the business in this contemporary sector. 24% employees resisted the view as they think that
the advertisement is not the way to promote the product effectively in the market. It noticed
by these employees that customers more depend on direct marketing rather than believe on
advertising of the product.
49

Analysis:
Advertisement is the strategy that helps the firm to promote the product in the market and
make profit from it. On the other hand, it also helps the firm to develop their business in the
contemporary market ground. According to AIDA model of advertising, this visual image
attracts customers to watch the product and take necessary information from it. Then show
their interest and create a desire to purchase the product and ultimately take the action to
purchase it from the market. Therefore, it is natural that if the company make or create
innovative advertisement in its system then it will help their business growth.
In this context, this view analysed about the role of advertisement to develop the growth of
the company. Advertisement plays an effective role in this contemporary era to develop the
business of any firm. It has the capability to attract people and provide all necessary
information regarding the material. The innovative idea reflected through and effective
advertisement helps the company also to promote their culture and ethics. It influence
customers and inspire them to be attached with them.
Q5. Do you support that advertisement and marketing has an effective relationship?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Response
20
12
2
9
7

Total respondents
50
50
50
50
50

50

Response percentage
40%
24%
4%
18%
14%

Table 8: Advertisement and Marketing has an effective relationship

Relationship of Advertisement and Marketing

Strongly Believe

Believe

Disbelieve

Strongly Disbelieve

Neutral

14%
40%

18%

4%
24%

Chart 7: Advertisement and Marketing has an effective relationship

Findings:
At least 60% employees supported this view that opposed by 30% of employees in the
market. Only 4% employees keep silent to provide their knowledge regarding this question.
The positive feedback reflects that advertising and marketing has an effective relationship
that opposed by the others. According to them, Marketing is the process that occurs through
an effective advertisement.
Analysis:
Advertisement and marketing both have a co-relation in this market. One is the process and
other is the way that shows how to achieve the market goal by projecting effective idea and
objectives in the market. Marketing is the business of the product that contains some strategy,
objectives and projected it in the contemporary ground to achieve it properly. However, in
this case, it is natural that the company need some tools that help to develop or promote their
business in the commercial ground.
Advertisement is the tool that assists the marketers to promote the market their product
effectively in this contemporary ground. Through an effective advertisement the marketers
can provide all necessary information to the customers and the customers also get their
51

preferable products by acquiring the information from the advertisements. Therefore, it can
conclude that the marketing and advertisement has a relation to develop the business of a
firm. If a firm is able to promote the marketing strategy effectively by using a proper
advertisement then it definitely grasps its targeted customers in this sector and beat its rivals
as well.
Q6. How far you agree this relation help the firm to fulfil their business goals?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Response
20
10
4
8
8

Total respondents
50
50
50
50
50

Response percentage
40%
20%
8%
16%
16%

Table 9: Advertisement and Marketing relation help the firm to develop business

Advertisement and Marketing relation help to develop business

Axis Title

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Chart 8: Advertisement and Marketing relation help the firm to develop business
Findings:
In this view majority of employees provide their positive impact that reflects that effective
advertisement and marketing strategy help the company to develop the business and beat its
rivals. 32% employees go to against this view as they think that performance of the firm,
product quality are also the necessary component to develop the business of any firm.
52

Analysis:
The business goal of a firm is made up with the marketing objectives. Any firm in the market
first make their business goal and then plan their marketing strategy to achieve the goals
properly from the market. It reflected that if the firm is not able to judge the contemporary
marketing environment properly then it will become as hindrance to fruitful the marketing
goals in the market. Therefore, it is necessary for the firm to analyse and judge the market
nature first and then plan proper marketing strategies that help to achieve the business goals.
Advertising is one of the key marketing strategy that reflect the way to the company to act
according to achieve the market goal. Marketing mix model and DAGMAR model are
appropriate to justify and analyse it properly in contemporary market basis. Advertisement
projects all these elements in the contemporary situation and attracts customers to purchase it
from the market positively. It naturally develops the market of the company and helps them to
achieve the business goal.
Q7. How far you agree low cost advertisement not affected companys market position?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Response
25
9
2
6
8

Total respondents
50
50
50
50
50

53

Response percentage
50%
18%
4%
12%
16%

Table 10: Low cost advertisement not affected the companys business performance

Low cost advertisement in Companys business performance

50%

Response percentage

18%
4%

12%

16%

Chart 9: Low cost advertisement not affected the companys business performance
Findings:
50% employees support the view while 18% strongly support this. 4% remain silent in their
stance and almost 25% people disbelieved that low cost advertisement not affected the
business performance of the firm. The positive view reflect that the company must focus on
the direct marketing technique and satisfaction of their customers needs and demand while
other believe that high cost advertisement has the ability to perform well and attract more
customers to purchase the product.
Analysis:
Advertisement cost is another issue for the marketers as it reflect the attraction of people in
this contemporary era. It noticed that if the company is able to promote their product
effectively in the market, therefore, they need proper advertisement for their product
promotion. In this situation, it is necessary for the company to plan a proper advertisement
for their business development.
Technologically rich advertisement has the ability to attract customers towards the product
but it does not mean that low cost advertisement has no effect in this contemporary ground.
Low cost advertisement also has a big impact on consumers mind. In fact low cost
54

advertisement has the capability to attract customers to purchase the product from the
contemporary ground and also able to identify their needs. It focuses on direct marketing or
word to mouth marketing that help the company to directly know about customers
preferences and their tastes. The direct marketing has the capability to make their customers
happy and satisfied by providing them qualitative product.
Q8. Do you believe low cost advertisement is able to identify customers need properly?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Response
18
8
5
10
9

Total respondents
50
50
50
50
50

Response percentage
36%
16%
10%
20%
18%

Table 11: Low cost advertisement is able to identify customers need properly

Low cost advertisement to identify customers need properly

Strongly Believe

18%
36%

Believe
Neutral

20%

Disbelieve
10%

Strongly Disbelieve

16%

Chart 10: Low cost advertisement is able to identify customers need properly
Findings:
It reflected that 52% employees of the company believed that low cost advertisement is able
to identify customers preferences and needs as it focus on the direct marketing. On the other
hand, the 38% employees strongly disagree the view as they focus on high cost
advertisement in the contemporary market.
55

Analysis:
Low cost advertisement focus on direct advertisement or word to mouth marketing.
Definitely it helps the company to identify the needs and demands of their customers directly
from the market. Direct marketing means commercial message pass from people to people. It
has a link with Social Network analysis theories as it helps the company to deliver their
business message to the all ground of the society and all classes of the people.
In case of high profitable advertisement, it is not easily accessible by the lower class people
in the society. Therefore, to reach the total sector in the market, it is necessary for the
company to focus on the direct marketing that helps them to deliver their business message to
the all classes of the society and develop the growth of their production.
It also helpful for the business organisation as it helps them to provide their goods in low
price by maintain its quality. In low cost advertisement, the company is able to access the raw
materials direct from the suppliers and then sell it to the customers in low price. Therefore, it
is natural that low cost advertisement is able to identify the needs of customer properly.
Q9. Do you aware about the marketing strategies of Primark?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Response
16
8
4
8
14

Total respondents
50
50
50
50
50

56

Response percentage
32%
16%
8%
16%
28%

Table 12: Marketing strategies of Primark

Marketing strategies of Primark

35%
30%
25%
20%
15%
Axis Title

10%
5%
0%

Chart 11: Marketing strategies of Primark

Findings:
32% employees strongly agreed the view on which 16% employee just believe it that
marketing strategy of Primark is effective in nature and therefore, it noticed in the market that
the company is able to promote the brand value to the customers. Almost 30% employees
opposed it as they focus on the customers loyalty and product quality.
Analysis:
Marketing strategy is the best policy for a company to develop the business properly in the
contemporary sector. If the company is able to promote their effective marketing strategy in
the market then it will lead them towards the foremost position in the market. Marketing
strategy helps the company to achieve the business goal and also develop their position in the
contemporary market.
The marketing strategy of Primark reflects to provide their customers qualitative product in
low price. It reflects that the company focus on direct marketing. The company give
emphasize on the social relationship of people and therefore, it is natural that it will help the
company to plan the marketing strategy according to suitable with the direct marketing. In
case of direct marketing, the company purchase raw material directly from their suppliers and
57

sell it to the customers in low price. Thats why the customers can able to get qualitative
product in their affordable price. Undoubtedly this unique strategy helps the company to
develop their business in the contemporary market and create the brand loyalty among their
customers.
Q10. How far you agree these strategies help the company to beat its rivals?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Response
22
12
4
8
4

Total respondents
50
50
50
50
50

Response percentage
44%
24%
8%
16%
8%

Table 13: Marketing strategies help the company to beat its rivals

Marketing strategies help the company to beat its rivals

Axis Title

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Chart 12: Marketing strategies help the company to beat its rivals
Findings:
24% employee believe it and 44% employee strongly believe the view that focus on the
statement marketing strategies of company help to beat its rivals in the contemporary
position. 16% employee goes to against this view on which 8% employee strongly disbelieve
it. It reflects that not only the marketing strategy but also the product quality, companys
assurance and performance influence the customers to influence by the product.
58

Analysis:
The company can differ itself by the strategy and marketing objectives in the contemporary
ground. It reflects that if the company is able to promote their proper marketing strategy in
the market then it will help the company to develop their business in the contemporary
ground of marketing. It is the aim every company to plan their strategy in such way that help
to make difference from others and provide a unique idea to the class of the people. In this
situation, it is the duty of the company to make their marketing strategy unique and effective
in nature.
In case of Primark, the company is able to identify the basic needs and demands of people
and act according to fulfil it properly. Therefore, the company planned a certain strategy in
their system to capture the market position and make their brand name among the customers.
Marketing mix model is helpful for the company to analyse the strategy properly.

4.3. Qualitative analysis: (For managers)

Q1. What are the main marketing tools of Primark?
Primark mainly used the direct marketing concept in the contemporary society to access
and fulfil the demand and needs of their customers. The company purchase bulk amount of
material from the suppliers and sell it to the market in low price. If the company focus on
high cost advertisement then it increase per unit product cost and therefore, it is not possible
for the company to provide their customers qualitative product in low price.
However, the company focus on the direct marketing technique, to maintain their assurance
to the customers and it make the company loyal in nature. The brand reputation of the
company thus created in this way. The marketing tool helps the company to make difference
from its other competitors in the market and therefore, the company is able create its brand
image positively in the market. In this way, the company is able to make their customers
happy and satisfied.
Q2. Do you agree these tools help the company to expand its business?
The marketing tools help the company to promote their products effectively in the
contemporary ground. The marketing tools differentiate the company from other
organisations and their objectives. In this case, it is noticed that the company is able to
59

expand its business effectively in the contemporary ground. In this context, as the main
motive of the company is to promote their customers qualitative product in affordable price,
therefore, the direct marketing tool is applicable in this situation to identify the needs of
customers and act according to satisfied their demands.
The company is able to satisfy their customers in this social context and therefore, it is
possible for them to create the brand reputation in the market. Undoubtedly it will help the
company to expand their business in the contemporary ground and make profit from it. These
unique strategies also help the company to sustain in the market and beat its competitors.
Q3. Does the company able to make powerful relation between marketing and
advertisement?
The company promote their business objective through implementing powerful marketing
strategy in the market. It also noticed that these marketing strategies able to fulfil in this
contemporary ground by creating proper advertisement on it. Proper advertisement is helpful
for the marketers as it reflect all kinds of necessary information to the customers regarding
the product.
It helps the people to access all of this information through effective advertisement and
inspired to purchase the product from the market. However, it reflects that the company is
able to make a powerful relation between marketing and advertising in the contemporary
ground and also make profit from it. The proper advertisement strategy also helps the
company to develop the business in this contemporary ground.
Q4. What is the main reason of the company to run low cost advertisement in market?
The company provide customers qualitative clothings in low price. It is possible for the
company as they purchase bulk amount of goods direct from the suppliers and then sell it to
their customers. Therefore, it cost low in nature. If the company spend more money in order
to advertise their product effectively in the market then it increases per amount of product
cost. Therefore, it is not possible for the company to provide their customers qualitative
product in low price.
As the company gain their brand value in the market by providing their customers qualitative
product in low price, therefore, f the company run expensive advertisement the product cost
will increase and the company also lost their targeted customers in the market.
60

Q5. Do the marketing strategies help the company to make it properly?

The marketing objective of the company is pile high and sell it cheap. Therefore, to fulfil
these marketing objectives in this commercial era, the company plan their marketing strategy
that helps them to fulfil it properly. The company purchase raw materials in bulk amount
directly from the suppliers and sell it to the customers. In this way, the company maintain the
price and quality of their products.
Customers are also happy with the product service of the company. Therefore, it reflected that
their marketing strategy help them to satisfy their customers and develop their business in the
contemporary ground. As the company already gain their branded market reputation,
therefore, it does not matter that while the company run expensive advertisement in their
product promotion or not. The brand image and loyalty makes the people get attach with the
company and get their services.

4.4. Summary:
In this chapter, data analysis and findings, it reflected that the researcher has able to fulfil
the findings of previous research work in this chapter and able to make a link between them.
The previous research work deals with the effectiveness of advertising on the contemporary
market and its influence regarding changing the behaviour of customers. In this research
work, the researcher is able to prove the impact of advertisement by projecting the theories
AIDA, DAGMAR and analysed this in the quantitative context. The management decision
and discussion also help the researcher ton analysed the collected secondary data properly.

61

Chapter 5: Conclusion and Recommendation

5.1. Conclusion:
The research work reflect the cause and effect of advertisement is the market and in this
order, it also try to find out the cause and reason behind why Primark not running
expensive advertisement in the market. Throughout the analysis, it explained in detail that
the company assure to its employees to provide qualitative product in low cost. Therefore,
it is the duty of the company to maintain it in order to promote their brand loyalty among the
customers and get the foremost position in the market. The business strategy of the
company has planned this way to fulfil these market objectives. The company now get
their top position and able to beat its rivals in the contemporary sector.
The reason of not running expensive advertisement also clear through analyse the market
objectives of the company. In this research, the researcher also able to fulfil the all research
objectives that made to find out the cause and effect behind the advertisement cost. The
researcher used various tools, approaches, design to fulfil these objectives properly.
Ultimately, the researcher proves that the retail company Primark not run expensive
advertisement in their system otherwise they will not able to provide qualitative product in
the market.

5.2. Objective Linking:

Objective 1: To identify the marketing tools of the Company
The researcher wants to identify the marketing tools of the company. In this research work,
the researcher has linked this objective with primary data question 1, 2 and 3 of
quantitative analysis and 1 and 2 of the qualitative analysis. The research work reflects
that the company used their proper marketing tool to promote their product effectively in the
market. These marketing tools are helpful for the company as it develop its business and able
to access peoples demand and need properly. In the data analysis process, the researcher is
able to fulfil these research objectives properly.
The researcher reflects that the company give importance on direct marketing in the market
and therefore, it is possible for the company to identify the major needs and demands of
customers properly. The direct marketing concept helps the company to give importance on
62

the publics preferences in a particular product. Through this marketing technique, the
company is able to pass their business message to the all class in the society. As the company
Primark is focus mainly to rural class area of the market, therefore, expensive advertisement
is not appropriate to promote their products in the market. It increase the per unit product cost
that make a hindrance to the growth of the company. Therefore, the company should keep
focus on their product marketing and keep the assurance that they form to commercialise
their material in the market. The AIDA and DAGMAR model of advertising help the
researcher to fulfil these objectives properly by analysing it. However these models help the
researcher to choose the deductive approach of research and analysis it in the postpositivism philosophical manner in order to provide an accurate idea to the people of the
society.
Objective 2: To assess the relationship of advertisement and marketing
The researcher wants to assess the relationship of advertisement and marketing. In this
research work, the researcher has linked this objective with primary data question 4, 5 and
6 of quantitative analysis and 3 of the qualitative analysis. Advertising and marketing has
co-relation in the contemporary world. Their function has great demand in this contemporary
marketing sector. It helps the company to advertise their product in the market effectively and
provide a commercial message to their customers through it.
Marketing is the process to commercialise the product in market while advertisement helps
the company to commercialise it by providing the customers a commercial message. In this
case, it is necessary for the company to use these both tools in such a way that seems helpful
for their business growth. The marketing and advertisement both help the company to
promote their product and also develop their business in this sector in a perfect way.
Marketing Mix model helps the researcher to analyse and fulfil the marketing objectives
properly.
In case of Primark, the company want to provide their customers qualitative product in low
price. Therefore, it is the duty of the company management to promote their product in such
way that helps them to deliver their business message all the customers in the society. The
company mainly purchase bulk amount of goods directly from the suppliers and then sell it in
low cost to their customers. Thus the customer of the company is able to get qualitative
product in low price. It is not possible in such a smooth way if the company not
commercialise their business message properly in the market by using a proper advertisement
63

tool. The company use directs marketing technique to sell their product effectively in the
market and thus they develop their business area properly in this competitive ground.
Objective 3: To investigate the reason behind the promoting low cost advertisement
The researcher here wants to investigate the reason behind the promoting low cost
advertisement in the market. In this research work, the researcher has linked this objective
with primary data question 7 and 8 of quantitative analysis and 3 of the qualitative
analysis. The company provide their customers qualitative product in low cost. As the
company provided their customers cheap products, therefore, the company select low cost
advertisement in their product promotion.
The low cost advertisement help the company to maintain per unit product cost low and sell it
to their customers properly. If the company run high cost advertisement then it increase per
unit of product cost and therefore, it is not possible for the company to provide materials in
cheap price. However, in this case it is noticed that the low cost advertisement does not
hampers companys reputation in the contemporary market. As the company already get their
brand reputation, therefore, customer has faith in it. The brand loyalty of the company is able
to create the faith on customers mind.
The AIDA and DAGMAR model of advertisement helps the researcher to fulfil it in a proper
way. The AIDA model helps the researcher to analyse the every components of the company
properly in the market. It reflects the way to attract people and influence then by projecting
the commercial data to them. It reflects the company first attract their customers, then create
their interest in and make a desire on the product.
Ultimately the company is able to influence their customers to take action for purchasing the
product from the market ground. In this context, DAGMAR model of advertising reflects the
relation between marketing and advertisement in this contemporary ground.

However,

through these models and analysis, the researcher is able to fulfil the research objectives
properly. The quantitative data analysis and qualitative ones also placed as the supportive
document for this analysis.
Objective 4: To evaluate the strategies of advertising in product marketing
The researcher wants to evaluate the strategies of advertising in product marketing. In this
research work, the researcher has linked this objective with primary data question 9 and 10
of quantitative analysis and 4 of the qualitative analysis. The company Primark has taken
64

some strategies that help them to promote their product effectively in the market and create
brand loyalty on their customers. The company mainly focus on the direct marketing strategy
to commercialise their product in the market. It can analyse by some steps; first- the
company provide qualitative products in cheap price. Second- the mainly promote their
product for the rural people of the country. Third- the company has emphasised on
customers satisfaction. However, the each point reflects the reason behind to choose the
direct marketing technique of the company Primark.
The first reason reflects that if the company focus on high cost advertisement then it will
affected their product cost and they are unable to provide their customers qualitative goods in
low price. So the company will lose their targeted customers and also the position in the
market. Second point reflected that the company mainly promote their product for the rural
class people of the society. Therefore, it is necessary to give importance in their necessities
despite of providing importance on luxury.
Third point reflected that the company focuses on employee satisfaction. Therefore, it is
necessary for the company to provide importance on the need and necessities of the
customers. In this contemporary world, the company is able to do all these things and this is
the marketing strategy of the company that proved in this objective linking. The all models
have explained in the literature review chapter give the path to the researcher to analysis it
properly.

5.3. Recommendation for the research:

The research focused on the importance of advertising strategy of the company. It reflect that
the company is able to promote their product in the market effectively and therefore they able
to gain the foremost position in the market. However, now a day the company has faced some
challenges from their competitors like Asda, Zara, Tesco and all. I this situation some
recommendations have provided to overcome the negative barriers of the company and also
beat its competitors in the market.

Problem 1: Low cost advertisement not able to attract the urban customers of the
society

Analysis of this problem: The Company run low cost advertisement to attract mainly rural
people in the society. Therefore, they choose the low cost advertisement in their product
65

promotion. However, in this case, it noticed by the researcher that this low advertisement is
not able properly to deliver their commercial message to the urban area of people and not
provide a perfect fashion sense to them in this contemporary age.
Recommendation for it: In this case, the recommendation is to promote and give importance
on the online marketing as it is helpful for them to advertise their product effectively in the
market.
Justification for this recommendation: Now the inline marketing concept gets the
popularity and therefore, if the company is able to do it then it helps the company to reach the
global market. The online marketing concept also helps the company to advertise in low price
and maintain their product price.

Problem 2: The bulk production creates ecological degradation of the country.

Analysis of this problem: The Company purchase direct raw material from their suppliers
and the sell it to their customers. Therefore, the company is able to promote their product in
low price to the customers. In this case, it noticed that the bulk amount of production created
ecological degradation in the society. The massive collapse in Bangladesh is the prime
example for it.
Recommendation for it: The Company should produce eco-friendly clothings that help the
company to reduce the ecological degradation and maintain the environment clean and
healthy.
Justification for this recommendation: The eco-friendly production will help the company
to produce things according to keep the company safe and develop its business.

Problem 3: Huge amount of production increase labour cost

Analysis of this problem: The Company purchase large amount of goods from the market
and therefore, they produce bulk production in this sector. It increase the labour cost and
therefore the company also criticised in the market to keep child labour for increasing
productivity.
Recommendation for it: The company should focus on the specific need s and demand of
their customers and produce things according to fulfil it.

66

Justification for this recommendation: It will help the company to reduce the labour cost
and also safeguard the environment.

5.4. Future Scope of this research:

This research focuses on the advertisement strategy of the company Primark. It is not
possible for the researcher to cover all the area of this research. Due to the time constraint,
the researcher is not able to cover its online marketing area. So it is the future scope for the
research to cover this area and provide a particular idea to the people of this society about this
Primark brand. Now the area of online marketing is become very popular and therefore, it
will be very good research scope for the future researcher to find the strategy of this company
in it.

67

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Appendix:

Appendix 1:

Survey Questionnaires for employees:

Name:

Store Name:

Age:

Store Address:

Contact No:

Department:

Q1. Do you people aware about Primarks advertisement strategy?

Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Total respondents
50
50
50
50
50

Q2. Do you agree the marketing tools influence the company to run low cost
advertisement?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Total respondents
50
50
50
50
50

Q3. How far you agree these factors are able to enhance the business of the company?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Total respondents
50
50
50
50
50
74

Q4. Do you agree effective advertisement develop the market nature?

Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Total respondents
50
50
50
50
50

Q5. Do you support that advertisement and marketing has an effective relationship?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Total respondents
50
50
50
50
50

Q6. How far you agree this relation help the firm to fulfil their business goals?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Total respondents
50
50
50
50
50

Q7. How far you agree low cost advertisement not affected companys market position?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Total respondents
50
50
50
50
50

Q8. Do you believe low cost advertisement is able to identify customers need properly?
Options
Strongly Believe
Believe

Total respondents
50
50
75

Neutral
Disbelieve
Strongly Disbelieve

50
50
50

Q9. Do you aware about the marketing strategies of Primark?

Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Total respondents
50
50
50
50
50

Q10. How far you agree these strategies help the company to beat its rivals?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve

Total respondents
50
50
50
50
50

Appendix 2:

Qualitative Questionnaire for managers:

Name:

Date:

Store Name:

Address:

Contact No:

Q1. What are the main marketing tools of Primark?

Answer:

76

Q2. Do you agree these tools help the company to expand its business?
Answer:

77

Q3. Does the company able to make powerful relation between marketing and
advertisement?
Answer:

78

Q4. What is the main reason of the company to run low cost advertisement in market?
Answer:

79

Q5. Do the marketing strategies help the company to make it properly?

Answer:

80