Concept of Consumer Behavior Hosany and Martin

Added on - 28 May 2020

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Running head: PROJECT PROPOSALProject ProposalName of the StudentName of the UniversityResearch topic: Online fashion industry and its affect on consumer behaviorAuthor Note
1PROJECT PROPOSALTable of ContentsChapter one- Introduction................................................................................................................21.1 Overview................................................................................................................................21.2 Significance of the research...................................................................................................31.3 Aim of the research................................................................................................................31.4 Research Hypothesis..............................................................................................................31.5 Research objectives...............................................................................................................41.6 Key Research questions.........................................................................................................4Chapter two- Literature review........................................................................................................52.0 Background of the online fashion industry............................................................................52.1 Relevant literature based on online fashion industry and its affect on consumer behavior...62.1.1 Concept of Consumer behavior......................................................................................62.1.2 Factors affecting consumer behaviors............................................................................72.2 Benefits a consumer can get from online fashion industry....................................................82.3 Factors that influence consumer behavior from online fashion websites..............................9Chapter three- Research Methodology..........................................................................................103.1 Research philosophy............................................................................................................103.1.1 Justification of the chosen philosophy..........................................................................103.2 Research approach...............................................................................................................10
2PROJECT PROPOSAL3.2.1 Justification of the chosen approach.............................................................................113.3 Purpose of the research........................................................................................................113.3.1 Justification of the chosen purpose...............................................................................113.4 Data collection process........................................................................................................113.5 Data analysis techniques......................................................................................................123.6 Sampling technique.............................................................................................................123.7 Ethical consideration...........................................................................................................13Chapter Four- Estimated Outcome................................................................................................135.0 Reference List..........................................................................................................................146.0 Appendix..................................................................................................................................17
3PROJECT PROPOSALChapter one- Introduction1.1 OverviewIn recent time, the rate of online shopping has been remarkably grown and approximateof 87% of the UK customers are buying their products online (Seiler 2013). The online sales atthe end of the 2016 were 21.3% that has increased to 30% by the second half of 2017(Statista.com 2018). Unay and Zehir (2012) highlighted that the most common products that ispurchased through online is electronic products that comprises of video games, computers,phones and music downloads. The second largest industry that is liked by people is fashionindustry that covers apparel and footwear industry. The leading nations in terms of onlinefashion are U.K., U.S., China (Statista.com 2018).Image 1: Turnover of online fashion industry from U.K., U.S., China(Source: Statista.com 2018)
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