FACTORS AFFECTING CONSUMER

BEHAVIOUR

Company : Marks and Spencer

Brand : Clothes
AGENDA

Company Overview

Profit fluctuation

Factors Causes the Ups and Downs

Culture
Social
Personal
Physiological

Competitors

Conclusion
 Marks And Spencer
Founders Sir Michael Marks
Thomas Spencer

Founded 1884 in Leeds

Head-quarters MARKS AND

CitySPENCER
of Westminster, London
England

Number of Locations
OVERVIEW
1500 (Stores)
Employees 81900
CEO Marc Bolland
Management Committee

Steven Sharp
Director, Marketing

Marc Boland
CEO

Amanda Mellor
Executive Marketing
HISTORY OF Marks and Spencer

Founded
(May 1, 1984)

Founder(s)
Sir Michael Marks
Thomas Spencer

Headquarters
1 Dell Way, Round Rock, Taxes, United States

Industry
Computer hardware
Computer software
IT consulting
IT services
Department Of Clothing Financial Position
Department Of Clothing Financial Position

Profit Fluctuated Between The

Year 07-09

WHY ?
FACTORS
 Factors Affecting Consumer Behavior

o Cultural Social Personal Psychological

Culture

Subculture

Social Class

6-9
Factors Affecting Consumer Behavior (Contd)

Culture
Set of basic values, perceptions, wants and
behaviors learned by a member of society or
family or important institutions
Factors Affecting Consumer Behavior (Contd)
Marks & Spencer For
Muslims
Marks & Spencer For
India
 Factors Affecting Consumer Behavior

o Cultural Social Personal Psychological

Reference Groups
Family
Roles and Status

6 - 14
Factors Affecting Consumer Behavior

Family

Family System and Marks & Spencer

05-10 86%

11-19 07%

21-39 12 %

40-45 54 %

46-65 & above 80%

6 - 15
 Factors Affecting Consumer Behavior

o Cultural Social Personal Psychological

Age and life cycle stage
Occupation
Economic Situation
Lifestyle
Personality
Self concept

6 - 16
Factors Affecting Consumer Behavior

Age and life cycle stage

M&S studied the changed consumer
behavior due to change of fashion

o Hit Teenagers (10 - 22)

6 - 17
 Factors Affecting Consumer Behavior

Occupation

6 - 18
Factors Affecting Consumer Behavior (Contd)
 Factors Affecting Consumer Behavior

Economic Situation
Expensive Clothes.
Only affordable for wealthy people.

6 - 20
 Factors Affecting Consumer Behavior

o Cultural Social Personal Psychological

Motivation
Perception
Learning
Beliefs and Attitudes

6 - 21
Factors Affecting Consumer Behavior

Motivation
Marks & Spencer developed a promotional
campaign that emphasized Your M&S.
Developing products that customers wanted
Investing in the environment within stores
Providing good customer service to look after
customers.

T.V Advertisement
Opened their own cafes in stores
Recently announced a Wi-Fi in their stores.

6 - 22
Word of Mouth Effect

From Past 10 Years,

M&S marketing philosophy was simple:
Produce high quality products under a recognized brand
name at affordable (but not cheap) prices, and
Advertise through word-of-mouth.
Used advertising only in rare cases, such as when
introducing a new product
After recent years of bad financial statements,
the advertising budget increased to 20 MILLION
Companys Designers

The company used famous designers, such as

Paul Smith,
Betty Jackson and
Ghost
They never used their names in promoting the stores nor did it give
them much latitude in designing new fashions
Competitors
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