Dissertation Introduction

A dissertation is an elaborate collation of intricate details of a topic chosen by a final year undergraduate or postgraduate student. It is an assignment which is necessary to be submitted in order to attain the degree. Writing a dissertation is a tedious task as it includes several aspects, sub-heads and format which need to be meticulously followed.

Dissertation introduction is one of the most important aspects amongst others. Therefore, it must be written is an interesting manner so that the readers or evaluators are engaged throughout. So while writing the introduction you must understand the content which must be written in it.

What is Dissertation introduction?

The introduction is one of the primary aspects of a writer’s dissertation. Since this part comes just before the literature review it actually defines and constructs the entire topic. It is a summary of the topic which connects the reader with it.

Every dissertation deals with an issue, problem or a research question which must be stated in the introduction part. This part should be crafted in the most powerful manner as it showcases the maturity of the writer and his knowledge about the topic.  The dissertation introduction writer will analyse the problem statement, then deduce the research rational, objective and aim. Thereafter, the dissertation writer will identify the research questions from the research objective and the hypothesis.

The importance of dissertation introduction

The prime aim of the introduction is to push the evaluator to read the rest of the dissertation. Therefore, while drafting this part you must ensure that the writing style is chosen carefully. You can start with attention grabbing statements which immediately creates an interest of the reader towards your paper.

It is the developing phase of the dissertation which lets the reader understand what the topic is all about and whether they must continue reading or not. The introduction has about 10% of the dissertation content which may include the objectives and primary goal of the topic.    

If you are planning to write your dissertation and facing problems following are some of the tips which you can keep in mind.

How to Write the Introduction of a Dissertation?

A great way to write dissertation introduction is to draft the research question in context as precisely as possible. In this part, the following questions must be answered and compiled in an interesting manner.

  • What is the main objective of the dissertation?
  • Is there a problem?
  • How can it be solved?
  • What is your hypothesis?
  • Who will actually benefit from the investigation?
  • In what sense will they benefit?
  • How will your investigation contribute to what is already known?
  • Methods of your investigation
  • Limitations of the study


While drafting the dissertation introduction, it is important to start with an attention grabbing statements so that the readers or evaluators are engaged in reading further. You must stick to the formal writing style and avoid conversational language unless it is relevant to the topic or is allowed by the evaluator. The introduction must be kept concise and must develop an interest amongst the readers. 

Students facing difficulties in drafting their dissertation can opt for Dissertation Introduction writing services online and attain help from experienced professionals.


Chapter 1


1.0 Introduction

Branding is an essential part of any business. The previous research works conducted by scholars show that each successful business has its foundation laid on its unique brand (Aday and Yener, 2014). In the circumstance of the similar statement, Bunn and Ellis (2012) asserted that the purpose of branding is to make the overall concept easier for the customers to relate the brand to the particular product or service. Similarly, the companies’ names, logo and brand are not just mere symbols, but it presents a clear picture of the brand before the customers, which tend to drawn customers’ attention and attraction. In the similar instance, Outreville and Desrochers (2016) claimed that sermonizing brand logo exhorts the management to tap into its target market. Continuing the previous conversation, Keller (2013) asserted that brand design is the chief visual component of a company, which helps the customers to relate its product lines with the brand. For example, the logo is one of the brand components that appear on business cards, websites and advertising. As a result, a well-designed logo can contribute to business success; on the other hand, a substandard logo can involve amateurishness and turn off the potential customers from the brand. On the other side, Romaniuk and Wight (2014) determined that the brand design needs to cohere well with other aspects of an organisation’s visual presentation.  Nevertheless, a well-designed outlook can appear good when surrounded by conflicting graphical elements or inconsistent fonts.  Customers’ purchasing behaviours generally get influenced by the brand design. It highly depends how the marketers manage to design its brands, which is related to brand logo, choice of colour representing the brands, etc. The present study would highlight the how Marks & Spencer (M&S) has managed to create an impact on the purchasing behaviour of its customers through effective brand design in the retail market.

1.1 Background of the research

Customer satisfaction specifies to customers’ general assessment of the entire shopping experience of certain product and service. According to Singh (2012), the key indicators of customer satisfaction are customers’ performance-specific expectation and expectation disconfirmation. Generally, when the performance of a product exceeds expectation, customer satisfaction enhances. On the other hand, the moment expectations go beyond the product performance, and customer satisfaction reduces (Sung, 2013).  With respect to the similar subject, MarTech has conducted a survey of the customers to find out the influence a brand design create on consumers’ purchasing decisions. The result of the survey shows that 21% of the customers prefer to purchase products from the brands that managed to form goodwill in the market (MarTech, 2017). Moreover, 38% of the customers prefer purchasing the products from the brands recommended by parents. Inference can be drawn from the previous content that the parents have already managed to form trust and loyalty towards certain definite brands. 64% of the customers’ access to email only if the brand is found trustworthy and the brands that inspire greater emotional intensity have the probability of receiving three times word of mouth marketing (MarTech, 2017).

It has been identified that with the passing phase of time, customer’s preferences in the apparel industry is changing (Outreville and Desrochers, 2016). Therefore, most the retail brands operating under apparel segment are investing considerable efforts and capital in brand designing. The customers are getting choosy regarding personal fashion. Thus, the branding needs to be pliable to trend and appeal to contemporary styles to suite the ongoing fashion trends.  The present study elaborates how the customers’ purchasing behaviours are influenced by the brand design in the UK retail sector. Marks & Spencer is a British Multinational operating in the retail market, headquartered in City of Westminister in London (Corporate.marksandspencer.com, 2017).  The brand has been established in 1884 and listed on the London Stock Exchange and is a constituent of the FTSE 100 Index. Information could be gathered on the similar subject that M&S have total 852 stores throughout the UK market and international stores. Moreover, the brand has total 52 stores in India, 17 in Ireland, 48 stores in Turkey, 27 in Greece, 6 in Hungary, 37 in Russia, 14 in France, 11 in Poland and Finland and 5 in Spain (Corporate.marksandspencer.com, 2017).

1.2 Rationale of the study

1.2.1 What is the research issue?

Although M&S has incorporated effectively diversified approaches to improve its brand design its legal action against Interflora has hampered its brand image considerably. It has been inferred that M&S is one of the well-known retailers in the UK and managed to sell flowers on the online platform since 2000.  On the other hand, Interflora is the operator of popular flower delivery network. M&S advertises its flowers through the online platforms and uses the Google AdWords service. The management of M&S has planned to use Google AdWords so the when users enter ‘interflora’ in Google’s search engine as a search term, an advertisement appears which promotes M&S’s flower service, though the term ‘interflora’ does not appear in the advertisement itself.

1.2.2 Why is it an issue and why now?

Thus, it could be inferred that although it is difficult, it is very essential to maintain the brand image by avoiding all common discrepancies.  Customers’ purchasing behaviors are unpredictable and change as per the brands’ offerings. Therefore, it is unfeasible to figure out the measures that can help a brand to protect its brand image to uphold customer reactions. . Before the litigation, the market reaction towards the firms was considerably positive, which encouraged the management to undertake further brand designing strategies. However, just one allegation has changed the overall market reactions.

1.2.3 How and when it is going to be investigated?

Therefore, Interflora has taken legal action against M&S for trademark infringement. The issue lies that the overall litigation has created an adverse impact on its brand image. The customers in the UK market have the tendency to get majorly influenced by the negative rumors that the positive activities of the brands. M&S has also been the victim of the similar issue. Further, the researcher would collect primary data in the form of quantitative and qualitative approach from the respondents to investigate the subject. Suitable secondary information would be taken to validate the data.

1.2.4 What could this research shed light on?

The current study will shed lights on the aspects influencing customer purchasing behaviour in the UK retail market. Moreover, the findings of the study would be beneficial for UK retail industry to advance its brand designs to improve customer experiences.   

1.3 Significance of the research

Customers generally react as per the brand image. The present market scenario reflects that the companies that work well on its brand design able to reach wider target mass. Specifically, in the case of the fashion industry, the customers are purchasing the apparels that go along with the latest trends and styles. Therefore, it is very important for the fashion brands to work well on its promotional aspects and form a classy brand design. Therefore, the significance of the study is to find out how the brand design of M&S has impacted on its customers’ purchasing behaviour in the UK.

1.4 Problem statement

Collecting authentic secondary information regarding the impact brand design creates on customer’s purchasing intention has been the major issues for the researcher. Herein, the information received from the reliable sources is majorly out-dated, which has failed to address the essence of the research subject. Moreover, the deadline for the project completion had been too short, which created severe pressure on the researcher. It has been difficult for the researcher to find updated information about the UK retail industry, thus, finding the same on a specific company operating in the UK fashion sector had been more difficult.

1.5 Research aim

The aim of the research is to determine the impact of brand design on customer purchasing behaviour. The study intends to find out a direct correlation between brand design and customer purchasing behaviour in the UK apparel industry. To find out the relationship between brand designs and customer buying behaviour, the researcher has chosen Mark & Spencer operating in the UK market.

1.6 Research Objectives

  • To assess the significance of brand design process in current competitive scenario
  • To determine the various factors affecting customer purchasing behaviour
  • To assess the impact brand design creates on customer purchasing behaviour at M&S
  • To recognize the issues M&S confronts in association to the research variables and thereby provide suggestions to enhance its brand design relate the same with customers’ purchasing behaviour.

1.7 Research questions

  • What brand design initiatives are taken by retailers to influence customer purchase intention?
  • How far M&S’ legal issue affected its brand image?
  • Has M&S managed to retain its brand image through promotional policies?
  • How far the brand managed to retail its loyal customers?
  • What are the various strategies used by M&S for attaining effective brand design and are they effective in achieving improved customer purchasing behaviour?

1.8 Research hypothesis

H0: Brand design creates a positive impact on customer purchasing behaviour in the UK retail industry.

H1: Brand design creates a negative impact on customer purchasing behaviour in the UK retail industry.

1.9 Dissertation structure

Chapter 1: Introduction

The specific chapter introduces the topic chosen for the present study. The chapter includes the background of the research, where the past findings of the subject are evaluated.

Chapter 2: Literature Review

The literature of the past authors is evaluated in the present chapter. Herein, with the help of critical approach, the researcher would conduct gap analysis on the existing literatures.

Chapter 3: Research methodology

All the research paradigms are discussed in the present chapter. Herein, the researcher would discuss the research methods that can be undertaken to gather sufficient details about the research subject.

Chapter 4: Findings and analysis

The present chapter is divided into two parts. The first part illustrates the quantitative findings with the support of relevant tables and graphs. The qualitative data would be evaluated in the descriptive format, where the transcripts of the industry professionals would be further linked with secondary information for data authenticity purpose.

Chapter 5: Conclusion and recommendations

After triangulating the primary and secondary subject an effort would be made by the researcher to derive an authentic conclusion. Additionally, based on the identified gaps, suitable recommendations would be suggested that would serve a benefit to the chosen company to improve its customer purchasing behaviour with suitable brand designing strategies.

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