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Concepts of Consumer Buying Behaviour | Literature Review

   

Added on  2020-01-07

9 Pages2956 Words209 Views
RESEARCH PROJECTS

Table of ContentsRESEARCH PROJECTS................................................................................................................1INTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Research project outline specifications:................................................................................31.2 Factors that contribute to the process of research project selection:....................................41.3 Critical review of the key references:...................................................................................51.4 Research project proposal:....................................................................................................61.5 Appropriate plan and procedure for the research:.................................................................7CONCLUSION................................................................................................................................7REFRENCES...................................................................................................................................9

INTRODUCTIONIt is observed that customers has wide range of product substitutes with them. They can chooseany product from the markets after comparing all the substitutes. Here is the company H&Mwhich deals in the fashion line providing clothes to all age group people and for both the malesand the females(Denscombe,2014)As this is a sector in which there are many other companiesalso dealing in the same business type the cited company face the problem of covering themaximum market. Therefore it becomes important to provide the customer with loyalty and otherrewards schemes to attract them and to influence them to choose the products of the citedcompany over the other related goods that are also available in the market.Literature reviewThe below research will be presenting the literature grounds of the fashion industry whichincludes the methods and theories which are base of my research. The literature review is startingfrom the concepts of consumer buying behaviour and continue with the modes of selecting thedifferent sources of data collection. Then the literature review is ending with research proposalsand with the critical review of the different references.TASK 11.1 Research project outline specifications:The research is about how the fashion company H&M can do starts its research process afteranalysing each alternative that is there present in the market. Research projects help themanagement in taking the various decisions which may be long term term decisions or shortterm. The consumer before buying any product do the effective comparison between all theavailable options. The price of the product becomes the grounds for doing the comparison. Thecustomer is very sensitive to the price. They react instantly with the change in the price.Therefore it is necessary to provide the customer with extra benefits of rewards or to build aloyal relation with the customer to attract them more and also to maintain long term relation withthem. For this exciting schemes for the regular customers should be made in order to make themfeel good. This makes a positive connection between the client and the company. These rewardscan be provided on different scales(Neuman and Robson 2012).The turbo charged vouchersprovide the customers to provide them rewards with big benefits like giving the vouchers orother schemes in which they get the benefit receives higher value products at low price which

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