Consultancy Research Project

Running head: CONSULTANCY RESEARCH PROJECT
CONSULTANCY RESEARCH PROJECT

CONSULTANCY RESEARCH PROJECT 2
Table of contents
Problem discovery and definition....................................................................................................3
Review the literature........................................................................................................................4
Introduction......................................................................................................................................4
Description of search process..........................................................................................................5
Critical analysis of the literature......................................................................................................8
Implications and Conclusion.........................................................................................................10
References......................................................................................................................................11

CONSULTANCY RESEARCH PROJECT 3
Problem discovery and definition
Preliminary exploration of the broad topic
Business and Marketing ethics is an important aspect in which a company operates in an ethical
manner. It is important to look, that in the current scenario Shop here has created a target market
of ethical consumer base. This means that, they will be targeting consumer with ethical values
and ethical purchasing intent. The company for this purpose has ensured that their products
fulfill the requirements to be an ethical product. They have also intended to ensure the safety and
security of the customer from their end by not allowing any unethical action. This is a great step
taken by the company but the management of the company is concerned about this decision of
targeting ethical buyers or consumers and has a question in regards of such buyer's existence
within the market. Thus, in accordance with this, the following research is being conducted.
Research aim
The research aim is to know about the company's concept of targeting ethical consumer and to
evaluate the nature and existence of such buyers within the market. This will help in evaluating
the nature of ethical consumer in the market and to gain knowledge on whether ethical concerns
intend the consumer to make an ethical purchasing decision.
Research objective
● To know about the ethical consumers which Shop here has targeted
● To know about their ethical behaviour of consumer derives there purchasing intentions
● To know the problem which is there within this targeting of the ethical consumer by the
company
● To recommending on the problems which are there within this targeting of the ethical
consumer by the company

CONSULTANCY RESEARCH PROJECT 4
Research question
1. What is the concept of ethical consumers?
2. Does the ethical behaviour of consumer derive there purchasing intentions?
3. What is the problem in targeting of the ethical consumer by the company?
4. What are the possible recommendations for the problems which are there within this
targeting of the ethical consumer by the company?
Review the literature
Introduction
In the current literature review, there will be analysis of the ethical consumers, who can be
brought under one umbrella of widely accepted concept named as ethical consumerism. Articles
and research studies in relation to this have been selected to ensure that effective discussion over
the said topic is performed which will help in drawing an effective conclusion. The aim of this
literature review is to demonstrate the existence of ethical consumer as the target market of
Shops here (Khan, Rodrigues &Balasubramanian, 2016). The literature review will also
demonstrate the knowledge acquired from previous research studies reflecting on which ethical
consumerism deprives purchasing intention of any consumer. The review of literature will be
focused on achieving the research objectives and solving the subject’s research question. The
literature review will be following a mixed approach of both qualitative and quantitative research
to determine a conclusive result. It is important to consider that through the use of effective
reviewing method different kinds of literature and research paper in regards to this study will be
evaluated in an evident form.