Supervisor

Kelvin Martins

Programme

MA in International Business

Keywords

Consumer Patterns, Marks & Spencer, Clothes Department, Sales Revenue

Abstract

Constantly changing consumer purchasing behaviours have greatly impacted the sales revenue collection in the clothing department at Marks and Spencer in Dublin. Among the concerns for M&S, is the failure to maintain a constant or predictable sales revenue amount annually due to erratic purchasing patterns among consumers. For organisations such as M&S that depend on growing its sales volumes to realise higher revenues could face challenges due to changing consumer purchasing patterns. As such, it is valid to investigate the factors that influence a changing purchasing pattern among consumers for M&S to increase its sales volumes within the clothes department. The factors investigated in this research include economic uncertainty, an environmentally conscious consumer base, an increasing shift towards casual wear, and the influence of social media marketing strategies shaping consumer decision-making processes. The study sets out the background of the research in the first section followed by a comprehensive review of literature in the second section. The study also outlines the methodology of the research including the study design; the qualitative approach. The results show a general shift towards casual and comfort wear, that there exists a strong correlation between sales revenues and economic conditions, and the growing environmentally conscious customer base can influence sales revenues at M&S. Recommendations outlined are designed to help M&S achieve resilience and to adopt predictive analysis to appropriately respond to fast changing conditions.

Date of Award

2024

Full Publication Date

2024

Access Rights

open access

Document Type

Dissertation

Resource Type

thesis

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Included in

Business Commons

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