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Behaviour of the Consumer

Added on - 08 Dec 2020

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Research Project
Table of ContentsCHAPTER 1: INTRODUCTION....................................................................................................11.1 Background information........................................................................................................11.2 Purpose of research................................................................................................................11.3 Aim and objectives of research..............................................................................................11.4 Rationale of the research.......................................................................................................2CHAPTER 2: METHODOLOGY...................................................................................................22.1 Introduction............................................................................................................................22.2 Research approach.................................................................................................................22.3 Research strategy...................................................................................................................32.4 Research design.....................................................................................................................32.5 Data collection.......................................................................................................................32.6 Sampling................................................................................................................................32.7 Data analysis..........................................................................................................................42.8 Research limitations...............................................................................................................4CHAPTER 3: RESULTS AND FINDINGS...................................................................................43.1 Introduction............................................................................................................................43.2 Thematic analysis..................................................................................................................4CHAPTER 4: DISCUSSION..........................................................................................................8CHAPTER 5: CONCLUSION AND RECOMMEDATIONS........................................................95.1 Conclusion.............................................................................................................................95.2 Recommendations..................................................................................................................9REFERENCES..............................................................................................................................10APPENDIX....................................................................................................................................11
CHAPTER 1: INTRODUCTION1.1 Background informationBehaviour of the consumers is directly linked purchases made by the customers forparticular usage of products and services. It depends on their behaviour of choice that whetherthey want to purchase it through offline mode of online mode. As per the taste and preferences,they tend to opt for various modes for shopping. There are various aspects that are considered bythem before choosing between social networks and individual spaces. The main concept appliedon the same is related to value for money, where, it is assessed that which mode will prove to beprofitable for the consumer. The enormous difference found between, variety, quality and pricescan help in suggesting the consumer, the right mode to be adop1ted for shopping. Based onmerits and demerits of both the aspects helps in making overall decision regarding purchases tobe made by the consumer.People tend to prefer online modes of shopping in comparison to that of offline modes. It isdue to direct delivery of products at the door step with simple as well as convenient shoppingexperience of the individuals. Further, wide range of collection, colour and sizes can beappropriately picked with adequate policy of doorstep return and exchange services offered bythe online companies. However, there are other set of individuals who tend to prefer offlineshopping as they require proper consumer and seller interactions. They are able to explain theirpreferences and are able to get the preferred as well as sorted material from their side. Further,consumers are able to gather detailed instructions and recommendations from the side of sellerwith adequate information about the product which they may be planning to purchase.1.2 Purpose of researchThe main purpose of the present research is to ascertain behaviour of the consumer withrespect to shopping within social network in comparison to individual space. Since, online storesare being able to gather adequate hype from the side of consumer due to its convenient aspect,there are other setoff consumers as well who still prefer to have offline shopping over the onlineone. The main objective of the research is to ascertain the difference in behaviour of consumerwith respect to purchasing. The research has helped in developing adequate amount ofknowledge and understand behaviour of the consumer with respect to online and offlineshopping.1
1.3 Aim and objectives of researchFor the present research, aim can be framed in the following manner:“To understand the behaviour of consumers for shopping within social networks as compared tothe individual spaces.”Based on the above aim, following research questions can be formulated:To analyse the concept of consumer behaviour.To understand the difference between online and offline shopping.To recommend ways by which the behaviour can be analysed of different consumers foronline and offline shopping.1.4 Rationale of the researchPeople tend to prefer online shopping over offline due to adequate amount of conveniencelevel attached to it. It is important to ascertain changes in overall behaviour of the individualbased upon their preferences being made. The researcher does not hold adequate amount ofknowledge regarding the subject matter, which has developed by the interest in the stated topic(Berthon and Shapiro, 2012). The researcher has been helpful for various other scholars as well,who may be conducting or planning to conduct similar type of research for investigationpurposes. It has also been ascertained that there are various factors that helps in influencing themind of customers with respect to opting for online and offline aspects. The research has alsohelped in understanding those factors as well.CHAPTER 2: METHODOLOGY2.1 IntroductionAfter introduction, research methodology is the second chapter which is responsible forassessing various methods used by the researcher in order to conduct present research. Hence,this chapter will be responsible for discussing, research approach, strategy and design. Further,the chapter will also help in understanding various sampling and data collection methods that hasbeen adopted in conducting this research.2.2 Research approachResearch approach is considered to be an important aspect of the research, whereresearcher tend to put adequate amount of emphasis. It helps in ensuring that the researcher optfor the right path and researcher do not attract from the actual output and expectations of theresearch. Hence, it can be stated that it helps in providing guidance and direction to the whole2
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