Consumer Behaviour Assignment Examining Customer Attitude And Purchasing Actions For Retail Customers

Question

Task: Assessment task three requires the preparation of a full project proposal that should not exceed 3000 words excluding the cover page and reference list.

Students need to address the following:

• Refined Problem Statement, Aim, Objectives and Scope- students need to provide a detailed statement of the problem you would like to investigate as well as aim and objectives of the project within the scope of the study.

• Research Project Justification and Potential Outputs - students need to explain why your chosen project is important both theoretically and practically? What are the potential outputs and outcomes of your research?

• The Conceptual Framework - students need to provide an analysis of the literature relevant to the research project that leads to the development of a conceptual framework for conducting the research.

• Methodology - based on the conceptual framework, research aim and research objectives, students need to provide a detailed description of the data collection methods, tools and data sources that will be used to analyse the data.

• Research Project Organisation, Budget and Schedule - students need to present all components of the research report by writing the names of the chapters/sections and briefly discussing what will be written in each of those chapters/sections followed by a brief description of the budget and project schedule.

This is an individual research task. Students are required to demonstrate their understanding of the relevant body of work in a real-life business research context. We expect students to read and reflect on at least twenty recent refereed journal articles on your topic, supported by any other evidence or information that can help refine the problem of your research, formulate a conceptual framework and develop the methods for data collection and analyses.

Answer

Chapter 1: Refined Problem Statement, Aim, Objectives and Scope
Introduction
The role of consumer behaviour assignment is to illustrate that the crux of a successful business revolves around the buying and the purchasing behaviour of consumers. The plan of the research report is to devise an effective understanding on the changing attitude and behavioural patterns witnessed in retail consumers. It will assess the significant areas, which are associated with factors that influence consumer behaviour. With the onset of intense competition in the industry, the retail sector companies should be able to analyse the consumer behaviour and be able to formulate an understanding of the business and research methods that would be useful for the analysis of the case. It is important to comprehend the needs and preferences of the customers. This will initiate a better an effective understanding of the behaviour of the customers towards their retail stores. This will give an enhanced and effective perception of the factors that are connected with the comprehension of the consumer manner in the retail sector market.

Background to the research
While analysing the case of consumer behaviour assignment, the words of Narahari and Kuvad (2017) display that every consumer is subjected to different behavioural patterns that make him or her unique in nature. This brings in an effective understanding of the elements that are associated with the marketing activities of the consumer industry market. In critical comprehension of the consumer behaviour in the market, it is important to integrate an understanding of the link between marketing and customer orientation. It is noteworthy to take into account the customer orientation, which would serve as the purpose of fulfilling the needs and the demands of the consumers. Hence, that would bring an effective understanding of the transformation, which would affect the realm of the business. As opined by (Aggrawal, 2010) “consumer buying behaviour” is influenced by the attitude, intention and preferences of the buyer. It evaluates the significance of intentions, which affect the functioning of the market. It is of primary importance that the consumer perception, which should be taken into account.

Problem Statement
The “problem statement” of the respective research on consumer behaviour assignment is to ponder on the retail sectors marketing activities and the factors that control the “consumer behaviour”. The attitude and the perception of the consumers are important to be taken into account, as it brings about a sense of understanding and fulfils the desire of the individuals. The consumer behaviour towards retail sector marketing is influenced by preferences and tastes as well as cultural aspects. Therefore, it is of primary importance to take into account, the factors that can bring in better and effective measures for business. According to Aggarwal (2010), it is noted in the consumer behaviour assignment that the consumers are influenced by perception and changing attitudes and tastes. This has an impact on the various issues, which are being witnessed in the business. The retail manufacturers should be aware of the product and features, which is associated with the market. This boosts the interest of the customer towards the use of the particular product or services.

Research Aim
The research report on consumer behaviour assignment aims to formulate and understand the consumer attitude and behaviour while purchasing from retail sector markets.

Research Objectives
The objectives of the research on the case of consumer behaviour assignment will be elucidated below:

• To comprehend the needs of the retail consumers in the changing market
• To evaluate the development of the retail market with changes in consumer behaviour
• To classify the factors that influence the consumer behaviour
• To comprehend the consumer- decision making model

Chapter 2: Research Project Justifications and Potential Outputs
Significance of chosen project
The research report on consumer behaviour assignment has been chosen to provide an understanding of the consumer behavioural patterns, which affect the retail sector market. It is important to ponder on the issues, which crop up while making changes in the growth of the business. The research report is authentic and important both in theory and practice, as it provides an insight on the deliverables, which can influence the growth of the business. In theory, it is important for the retail market individuals, to be able to comprehend the retail sector and the changing needs and demands of the consumer. The impact of the pricing strategy, which is imperative for the individuals, brings in an effective understanding on the concepts related to the market (Wadhawan and Seth, 2018).

The consumer behaviour assignment outlines the main areas, that are interlinked with the course of the research has tinted the elements, which influence the purchasing power of the customers. In the practical sense, the retail manufacturers can make the use of elements that bring in better measures for the development of the company. This will steer an understanding of the factors that are associated with the retail sector market activities. It is important to comprehend the discipline of the customers in the dynamic changing market. It is important for the consumers and their decision that drives the force in business (Flores et al., 2018). Therefore, it is useful to comprehend the values behind the growth of the business. The retail markets are composed of needs and wants, which affect the growth of the business. It is of primary importance for the businesses, to undertake a customer centric approach, towards the development of the market.

The products and services should be dressed in a proper and authentic manner. This will bring in a comprehensive understanding on the types of retail business, which is important for the market. This further affects the profit of the market.

Potential outcomes of the research
The main outcomes that would be derived from the comprehension of the research on consumer behaviour assignment will affect the functioning of the individuals. The consumers are intertwined to render to better effective results and provide an understanding on the factors that affect the retail business. The research shall reflect on the decisions and also bring in a comprehension of the issues, which are associated with the retail sector market. It is important to render effective results and boost the performance of the company to garner profits for the business. The present study of consumer behaviour assignment will be instrumental in bringing changes, which affect the functioning of the market. Comprehension of consumer behaviour serves as an understanding of the consumers from a demographic and cultural standpoint. The potential outputs of the research are to bring in an effective understanding of the various factors that influence the consumers.

It aims to assess the needs of the customers and influence the retail sector market, using the same means. This is instrumental in catering to the issues, which can disrupt the functioning of the business. Therefore, the analysis of consumer behaviour assignment will be able to render positive results with a proper execution of research and methodology. It will shed light on the dynamics of the retail sector market. Hence, it is instrumental in bringing knowledge to the development of the business market. It is important to ponder on the effectiveness of the research and bring better knowledge to the consumers. This will bring in effectiveness in comprehending the issues, which are associated with consumer behaviour in the retail sector market. This would bring into light the positive and negative aspects of consumer behaviour reality and their impact on the real world business.

Research Questions
The research questions will be elucidated below:

• What are factors that affect the consumer behaviour in the market?
• What are the steps undertaken by the retail consumers to cater to the dynamic changes in the market?
• Are the retail sector markets affected by the decisions of the consumer?

Chapter 3: Conceptual Framework
 A conceptual framework will synthesise and map out the various propositions, which would be used in the research. It will provide an understanding of the chapters that will be enclosed for the rationale of the research. It is imperative to take into account the use of literature review in order to comprehend the factors that control the consumers and their behaviour in the market. Hence, the main topic covered in this consumer behaviour assignment revolves around the significance of the behaviour of the consumer in the scope of comprehending the various factors associated with development in the market.

Literature Review
Discussion on Consumer conduct in retail market in the case of consumer behaviour assignment
In the words of Smart Insights (2018) the retail trends have witnessed a significant growth in the business. The consumers are reliant on the use of online sales make the use of the digital opportunities. The retail trend and survey show, that the world of digital millennial, the consumers are inclined to comprehend and make the use of the online and offline sales. It is important to comprehend the needs and the requirements of the consumers. The comprehension of the retail consumer takes into account their buying and purchase experience. With the onset of promotion in the retail sales, the consumers provide their feedback and response to the market. Hence, it is important for the consumers to comprehend the needs of the market.

“Consumer decision-making model”
In the words the “consumer decision making model” emphasises on the assumptions of the factors that affect the growth of the market. The model is useful to comprehend the social and personal elements that affect the functioning of the market. The consumers are to settle on the brunt of the growth and productivity of the market. The current case of consumer behaviour assignment showcases the readings of Hussain (2017) which affirms that the consumers are viable as they bring in usefulness, and growth in the market. As stated in the understanding and comprehension of the retail sales, the model is useful in the comprehension of the business units. In the words of Alavi et al., (2016), it is significant to comprehend the intentions of the individuals, while making purchases that would affect the company. 

What are the essential elements outlined in the consumer behaviour assignment that shape the consumer behaviour and purchasing power?
There are lists of factors that shape the consumer behaviour, while making purchases from retail stores. These factors are known to develop the interest of the individual, in bringing in better profits to the company. As assured by Mirabi et al., (2015) advertising is an important medium, which has the ability of attracting shoppers in the market. The force and power of advertising can yield better lucrative results. The brand name and symbol is also responsible for increasing the awareness of the consumer to make significant purchases from the market. This is useful, as it brings about a sense of establishment amongst the changing retail markets. The visual aspect of packaging of products can also influence the buying intentions of the individual (Neves et al.,2018).

Development of retail market with changing consumer preferences
As stated by Burns and Towers (2016), the retail market has been subjected to developing its units and making the use of better concepts, in order to yield growth and productivity in the market. With the evolution of the smart city the production and manufacturing units are more composed, in fulfilling the needs of the consumers. This has brought in a better use of technologies, in order to fulfil the consumer needs. The retailers are making the use of strategy, in order to fulfil their plans and live up to the wants and demands of the customers. This has increased the efficiency of the business. It has made the use of digital experience, to ensure that the customers are able to procure a seamless experience (Perera et al., 2019).

Literature Gap
There lies gap in the relevant literature that has been collected for the reason of the research report on consumer behaviour assignment. It has given an effective understanding of the consumer behaviour and model, which is associated with the comprehension of the retail sector market. It has not taken into account the consumer behaviour that is associated with the understanding of the market. Hence, complete focuses on the retail consumers and their changing demands have been looked upon. It has provided an understanding on the business, units of the retail manufacturing companies, and has not focused on the wider spectrum in the market.

Chapter 4 : Research Methodology
The research method is a strategic plan that is undertaken by the researchers to ensure the achievement of their research endeavours. It is useful in building up the data, which has been gathered by the individual and provides an insight on the kind of data, which is composed by the researchers. It is vital to integrate the use of the study plan, in order to garner data for executing the analysis of the case of consumer behaviour assignment, which would affect the functioning of the business. Hence, it is important to be able for researchers to make the use of the methodology, in procuring better effective results. This will be imperative for the functioning of the researchers.

Research Approach: The “approach” is undertaken by the researcher to fulfil the research obligations that are interconnected with the research. It consists of a series of steps, which are useful in bringing in better knowledge to the consumers. It is very useful in the analysis of the data that might have an impact on the functioning of the business units. The problem, relative to the research is thoroughly explained with the utilisation of this approach (Chetty 2016). There are two basic type of research approach, which are useful in attracting the individuals. These are quantitative based and qualitative based (Basias and Pollalis, 2015). The researcher will make the use of both the approaches while conducting the study of consumer behaviour assignment to ensure that maximum information is imparted on the path of the research. This will ensure the better knowledge of research.

Research Design: The “research design” is used by the researcher, as it is a collection of frameworks and techniques, which are logical in manner. It is very useful in identifying the research problem and providing an understanding on the research units. The research design conveys the message of how to conduct the research by making the use of a particular method. The research design is groups into two integral groups, mainly conclusive and exploratory in nature. The exploratory research design method provides insight on to a situation, while the conclusive research deign is aimed at a clear and specific understanding of issues, which are related to the research. The researcher will make the use of the conclusive research design within this consumer behaviour assignment, so as to verify the issue of the research and provide better authentic result.

Research Philosophy: The philosophy is known as the general belief practiced by the researchers on the collection of data. It takes into account the various methods, which could be used by the individual in collecting the data and analysing it. It is a useful way by the researchers ensuring the better choices, which would impact the understanding of the research. The research philosophy is imperative as it builds upon the source and nature of knowledge. The researcher develops an involvement in the research and is able to respond to the situations in the research. There are four types of study philosophies mainly “pragmatism, realism, positivism and interpretivism”. The researcher will make the use of the positivism research philosophy for addressing the case scenario of consumer behaviour assignment to conduct the research. This will be useful, as it takes into account the quantitative and the qualitative factors that are interconnected with the understanding of the research in a better effective manner.

Data Collection methods:  The researcher will make the utilisation of the “quantitative and qualitative research” in order to develop a fruitful research. This will provide an insight to the individuals and help them to ponder on the effectiveness of the research (Research-Methodology. 2019). The process of collecting the vital information is useful as it brings about answers to the research problem and evaluates the outcomes of the research. Therefore, the researcher will make the use of both secondary and primary research. This will be useful, as it will provide to the a multiple understanding of the research concept. The secondary method of data collection deals, with the published opinions of authors and scholars while the primary data collection is done through a set of survey and interviews. Therefore, the present study of consumer behaviour assignment indicates that making the use of both the” primary and secondary data,” the individual, will be able to bring in better research response.

Data Analysis:  The collected data would be interpreted by the researcher by making the use of the data investigation. The primary method of data collection will make the use of the quantitative as well as qualitative research. The quantitative research will make the use of questionnaires and will be used on the consumers of the retail market. This will provide insight on the behavioural segment of the customers. The qualitative data, that would be collected, will be analysed in this consumer behaviour assignment by making the use of interpretation of the research. The managers of the retail market will be questioned and interviewed by the individuals (Flick, 2015).

Sampling techniques: It is important to integrate the use of the sampling techniques, which would bring in better understanding of the concept of the business. It is important to bring in a better comprehension of the research techniques (Mackey and Gass, 2015). It is mainly composed of statistical means and derivations, which can bring in better effective results for the research. The researchers make the use of the better measures while working on the report of consumer behaviour assignment, to bring in better effectiveness in the market. It is also accurate in nature and brings in a better role of the business (Silverman, 2015). The researcher will make the use of the “probability sampling technique”. This will be useful for the researcher to make the use of the components that might affect the functioning of the business.

Ethical Considerations:  The researcher will ensure that the ethics are bring followed while executing their plans and duties. It is useful for the individuals, to be able to formulate a clean mode of acquiring data for the business (Taylor et al., 2015). Therefore, the involvement of human subjects will take into consideration, the factors, that might be useful in generating better knowledge. The researcher will not adhere by unethical means or manipulate the subjects in answering to the basic questions of the survey. The researcher will make the use of the Data Protection Act that would ensure that no unethical means are being used in the industry. This will be useful and necessary for the research on consumer behaviour assignment.

Chapter 5: Research Project Organisation Budget and Schedule
The research on consumer behaviour assignment has been formulated by the researcher by making the use of effective means. The project has been organised by bringing in efficiency in the research. A brief description of the chapters and their budget and schedule will be elucidated below:

Chapter 1:  This chapter deals with an understanding of the research aims and objectives. It provides a succinct understanding of the background to the research. It is useful in bringing in better approach to the behaviour of the retail consumers. The budget required by the researcher is 50$. It will be useful for the comprehension of the research.

Chapter 2:  This chapter explains the potential outcomes, which have been derived from the research. It has provided a perception on the significance of the research. The budget will be 60$.

Chapter 3: The conceptual framework discussed within this consumer behaviour assignment has identified the post thinking of the scholars and authors on the retail consumer theory. It has provided a beneficial response to the research.

Chapter 4:  This has explained the use of research methods, which would support the realms of the research study. The budget will be around 80$ for the execution of the research.

Timeline
The total time that would be taken to complete the research on consumer behaviour assignment is 2 months, which would yield better results.

Reference List
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Alavi, S.A., Rezaei, S., Valaei, N. and Wan Ismail, W.K., 2016. Examining shopping mall consumer decision-making styles, satisfaction and purchase intention. The International Review of Retail, Distribution and Consumer Research, 26(3), pp.272-303. Available at: https://www.researchgate.net/profile/Naser_Valaei/publication/283683791_Examining_shopping_mall_consumer_decision-making_styles_satisfaction_and_purchase_intention/links/57b18f2408ae95f9d8f47af3/Examining-shopping-mall-consumer-decision-making-styles-satisfaction-and-purchase-intention.pdf

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