Business Research Methodology

This research focuses on evaluating the ethical behavior of consumers towards products and services of ShopHere. It explores the impact of business ethics on consumer behavior and the actions taken by ethical customers. The research provides recommendations for ShopHere to attract maximum ethical consumers.

BUSINESS RESEARCH METHODOLOGY
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Table of Contents
Introduction......................................................................................................................................3
Understanding research ethics.........................................................................................................3
Primary research..............................................................................................................................3
Secondary research..........................................................................................................................8
Ethical consideration.......................................................................................................................9
Recommendation.............................................................................................................................9
Conclusion.....................................................................................................................................10
Reference List................................................................................................................................12
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Introduction
This research is focusing on evaluation of ethical consumers and their behavior towards products
and services of ShopHere. Recently management of this company have decided to ensure
products those are ethically sourced. Viability of this business strategy is being evaluated within
this research report. This research is being conducted to support ShopHere to get maximum
ethical consumers.
Understanding research ethics
Researchers are bound to follow certain ethical guidelines while conducting research as this
aspect helps to avoid legal and ethical issues. Important ethical considerations and factors of
research are mentioned below and this ethics are being applied in this research,
1. Researchers are bound to inform about purpose and process of research to respondents.
2. After getting written consent from respondents, researchers are allowed to collect primary
data.
3. Anonymity of data must be maintained.
4. Researcher is liable to maintain confidentiality of data.
5. Gathered data can be used for research purpose and cannot be shared with unauthorized
person.
6. Researcher cannot force respondents to provide personal information and cannot harm
them in any way.
7. In case of secondary data collection, researcher must acknowledge contribution of
authors.
8. Authentic secondary sources must be chosen for collection of secondary data.
Primary research
Survey of customers
Survey of 35 customers are being represented in following part,
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Q1. Does your buying behavior depend on business ethics of manufacturer?
Options Response rate Percentage of
response
Total number of
respondents
Yes 22 63% 35
Somewhat 10 29% 35
No 3 9% 35
Table 1: Response regarding impact of ethics on consumer behavior
63%
29%
9%
ethics_consumerbehavior
Yes
Somewhat
No
Figure 1: Response regarding impact of ethics on consumer behavior
Analysis
63% of customers have mentioned that ethical practice of business affect their buying decision.
Hence, it can be understood that decision taken by ShopHere may influence buying behavior of
customers.
Q2. Which of the mentioned action have been taken by you most recently to support ethical
business?
Options Response rate Percentage of Total number of
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response respondents
Boycotting
companies these does
not maintain
business ethics
within business
12 34% 35
Boycotting a
particular brand for
their unethical
advertisement
15 43% 35
Boycotting
particular brand
after knowing their
discrimination with
workers
8 22% 35
Table 2: Response regarding action taken by ethical customers
0%
10%
20%
30%
40%
50% 34% 43%
22%
Consumer_action
Percentage of response
Figure 2: Response regarding action taken by ethical customers
Analysis
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Above results are showing that customers boycott organizations who fail to maintain business
ethics. It means, ShopHere needs to maintain business ethics and collect raw materials from
ethical resources in order to avoid facing negative attitude of customers.
Q3. What action must be taken by manufacturing companies to protect environment?
Options Response rate Percentage of
response
Total number of
respondents
Utilize ethically
sourced raw
materials
18 51% 35
Reduce
environmental
impact
10 29% 35
Reduce waste of
resources
7 20% 35
Table 3: Response about environment protection
Utilize ethically sourced raw
materials
Reduce environmental impact
Reduce waste of resources
0% 20% 40% 60%
51%
29%
20%
protect_env
Percentage of response
Figure 3: Response about environment protection
Analysis
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51% respondents have suggested collection of raw material from ethical sources and 29% of
respondents have suggested reduction of environmental impact. Wasting resources must be
reduced by ShpHere along with consideration of these suggestions.
Q4. Do you agree that workers may get their basic rights at all businesses?
Options Response rate Percentage of
response
Total number of
respondents
Strongly agree 17 49% 35
Agree 14 40% 35
Neutral 1 3% 35
Disagree 2 6% 35
Strongly disagree 1 3% 35
Table 4: Response about protecting basic rights of employees
49%
40%
3
% 6%
3%
Employee_rights
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Figure 4: Response about protecting basic rights of employees
Analysis
Above mentioned result is mentioning that ethical consumers support basic rights of workers.
Due to this reason, ShopHere needs to maintain good workplace culture to obtain maximum
ethical customers.
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Secondary research
Theme 1: Support of consumers for fare-trading
Ethical judgment of consumers are directly associated with their purchasing intention. It is true
that many people ignore ethical background while purchasing products of their choice1.
However, there are some people who pay values to the concept of fare trading. Modern people
beliefs in ethical trading and check background of brands to understand their perspective towards
business ethics and social development2.
Theme 3: Response of customers towards corporate violation
Consumers of this modern era shows different behavior to companies that fail to implement
strategy for corporate social responsibility. Gaining raw materials from unethical sources prevent
firms to perform social responsibilities3. Ethical customers show negative behavior to this kind
of companies. Many of them boycott firms that business unethically and buy products from those
who collect resources from ethical sources.
Theme 4: Negative judgment for ethical products by Consumers
Many people are aware about ethical guidelines and they provide value to the concept of fare
trading and fare working practice. However, maximum people do not provide any effort to know
the ethical practice o manufacturers while buying products4. This kind of customers often show
1 Chatzidakis, Andreas, Minas Kastanakis, and Anastasia Stathopoulou. "Socio-cognitive determinants of
consumers’ support for the fair trade movement." Journal of Business Ethics 133, no. 1 (2016): 95-109.
2 Hamza, Kavita Miadaira, Vitor Koki da Costa Nogami, and Josmar Andrade. "Reward and Punishment from
Consumers Towards Ethical and Corrupt Companies: A study on price promotion and purchase intention." CBR-
Consumer Behavior Review-ISSN 2526-7884 1, no. 1 (2017): 38-44.
3 Russell, Cristel Antonia, Dale W. Russell, and Heather Honea. "Corporate social responsibility failures: how do
consumers respond to corporate violations of implied social contracts?." Journal of business ethics 136, no. 4
(2016): 759-773.
4 Zane, Daniel M., Julie R. Irwin, and Rebecca Walker Reczek. "Do less ethical consumers denigrate more ethical
consumers? The effect of willful ignorance on judgments of others." Journal of Consumer Psychology 26, no. 3
(2016): 337-349.
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negative judgment towards ethical products and does not encourage companies to implement
ethical strategies.
Ethical consideration
In case of primary data collection, researcher has maintained all ethical guideline of research. In-
depth information regarding research has been provided to respondents and after getting their
consent, data has been collected. Anonymity and confidentiality of data have been maintained.
Research has not forced for any personal information and respondents had authority to leave this
process as per their choice. Collected data have not been used for personal benefit.
In case of secondary research, contribution of all authors has been acknowledged and all data
have been collected from ethical as well as authentic sources.
Recommendation
 It is recommended to promote their decision on social media
Specific Measurable Attainable Relevant Time bound
This act will help
to get more
exposure and
customers will be
aware of their
fare trading.
Revenue
generation after a
certain period
can be measured
to evaluate
effectiveness of
this
recommendation.
It can be
achieved through
posting
promotional
content on social
media.
As company can
maximize
customer base,
this
recommendation
is relevant.
I can be achieved
within 2-3
Months.
 It is recommended to communicate with customers directly to inform them about
implementation of this decision
Specific Measurable Attainable Relevant Time bound
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Direct
communication
will help
customer to
understand fare
trading policy of
this company.
Increasing
customer number
can be measured
after
incorporation of
this
recommendation.
Trained staffs
can communicate
with customers
directly.
Company will be
able to generate
more profit after
incorporation of
this
recommendation.
It will take near
about 3 months
to be completed.
 Recommendation for press release regarding their perspective towards fare trading
Specific Measurable Attainable Relevant Time bound
It will help to
improve brand
image and will
attract potential
buyers.
Generation of
profit can be
measured to
understand
effectiveness of
this
recommendation.
Managers can
contact media
person to arrange
press release.
This approach
will help to make
customers
understand the
decision of being
ethical by
company.
It can be
achieved within
1 Week.
Conclusion
From the above discussion, it can be concluded that ShopHere has taken right decision to
become ethical. However, they need to promote this precious decision for increasing awareness
among people regarding fare trade and business ethics. This company may experience growth in
revenue generation in future due to their decision of maintaining business ethics.
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Reference List
Chatzidakis, Andreas, Minas Kastanakis, and Anastasia Stathopoulou. "Socio-cognitive
determinants of consumers’ support for the fair trade movement." Journal of Business
Ethics 133, no. 1 (2016): 95-109.
Hamza, Kavita Miadaira, Vitor Koki da Costa Nogami, and Josmar Andrade. "Reward and
Punishment from Consumers Towards Ethical and Corrupt Companies: A study on price
promotion and purchase intention." CBR-Consumer Behavior Review-ISSN 2526-7884 1, no. 1
(2017): 38-44.
Russell, Cristel Antonia, Dale W. Russell, and Heather Honea. "Corporate social responsibility
failures: how do consumers respond to corporate violations of implied social contracts?." Journal
of business ethics 136, no. 4 (2016): 759-773.
Zane, Daniel M., Julie R. Irwin, and Rebecca Walker Reczek. "Do less ethical consumers
denigrate more ethical consumers? The effect of willful ignorance on judgments of
others." Journal of Consumer Psychology 26, no. 3 (2016): 337-349.
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