Consumer Purchase Decision: A Case Study of Australian Tyre Retailer

Running head: PROPOSAL
Consumer Purchase Decision: A Case Study of Australian Tyre Retailer
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1PROPOSAL
Table of Contents
Chapter 1: Introduction..............................................................................................................3
1.0 Overview.....................................................................................................................3
1.1 Background......................................................................................................................3
1.2 Problem definition............................................................................................................3
1.2.1 Management problem................................................................................................4
1.2.2 Research problem......................................................................................................4
1.2.3 Objectives..................................................................................................................4
Chapter 2: Literature review......................................................................................................5
2.0 Concept of consumer purchase decision.....................................................................5
2.1 Factors affecting consumer purchase decision.................................................................5
2.2 Stages of consumer buying decision process...................................................................6
2.3 Summary..........................................................................................................................6
Chapter 3: Research design and methodology...........................................................................7
3.1 Research design................................................................................................................7
3.2 Methodology....................................................................................................................7
3.3 Sampling..........................................................................................................................7
3.4 Data analysis....................................................................................................................8
3.5 Documentation.................................................................................................................8
Chapter 4: Additional issues......................................................................................................8

2PROPOSAL
4.1 Limitations.......................................................................................................................8
4.2 Budget..............................................................................................................................9
4.3 Timeline...........................................................................................................................9
4.4 Ethical consideration......................................................................................................10
References................................................................................................................................12

3PROPOSAL
Chapter 1: Introduction
1.0 Overview
Adequate sales is the key that determines the success of the business organizations, as
selling of products helps in increasing the customer base as well as strengthening the position
in the competitive market. The business organizations need to manufacture product by
considering the needs and demands of the customers in order to increase sales. Similarly, it is
important for the business organization to provide a warm welcome to the customers that visit
the store so that they come back to the stores again and again thereby, suggesting sales
increment. It is important for the business organization to make the customers feel warmth
and empathy so that they feel connected and valued for the firm (Cheung, Xiao & Liu, 2014).
1.1 Background
This research is based on a well-known Australian tyre retailer that has 25 percent
market share in the Australian market. The newly joined CEO of the company found that in
spite of being selling well-known and trusted brands of tyres, the company has been losing its
valuable customers. As a result, the company is losing the market share drastically in the
Australian market. Loss of market share and customers is threatening the position of the
company in the Australian market along with questioning their survival in the competitive
market.
1.2 Problem definition
When the new CEO visited and walked through 20 key retail stores those are located
in cities and regional areas, she identified the problem in the physical appearance and the
layout of the store. The key observations made by the new CEO highlighted the probable
reasons for the decrease of market share of the company in the Australian market followed by
loss of customers. The physical layout of the store plays a significant role in keeping the