Consumer Buying Behavior Assignment

Added on - 03 Dec 2019

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FACTORSTHATINFLUENCETHECUSTOMERSBUYINGBEHAVIORTOWARDSHEALTHYANDFRESHGRAMSANDGROUNDNUTS
TABLE OF CONTENTSCHAPTER 3: RESEARCH METHODOLOGY.............................................................................23.0 Introduction......................................................................................................................23.1 Research philosophy.........................................................................................................23.2 Research approach............................................................................................................23.3 Research strategy..............................................................................................................33.4 Research purpose..............................................................................................................33.5 Data collection..................................................................................................................43.6 Sample and sampling method...........................................................................................43.7 Data analysis.....................................................................................................................53.8 Ethical considerations.......................................................................................................5CHAPTER 4: DATA ANALYSIS AND DISCUSSION................................................................64.0 Introduction......................................................................................................................64.1 Thematic analysis for suppliers........................................................................................64.2 Thematic analysis for the owner.....................................................................................104.3 Quantitative analysis for the bulk buying customers.....................................................134.3.1 Frequency test..............................................................................................................134.3.2 Cross tabulation test....................................................................................................18REFERENCES..............................................................................................................................22
ILLUSTRATION INDEXIllustration 1: Theme 4...................................................................................................................10Illustration 2: Theme 5...................................................................................................................111
CHAPTER 3: RESEARCH METHODOLOGY3.0 IntroductionResearch methodology (RM) consists of number of tools and techniques which plays acrucial role in attaining the goals and objectives of enterprise (Meaning of RM, 2015). Thus, thegiven section of dissertation has significant importance. It is due to the fact that with the help ofthis part only, appropriate conclusion with regard to the selected topic under study can be drawn.This part of dissertation will give explanation regarding different methods which will be used forthe purpose to accomplish the aim and objectives of the present study which is on analyzing thefactors which influence the consumer buying behavior towards healthy and fresh grams andgroundnuts.3.1 Research philosophyResearch philosophy is the process of developing knowledge about the specificphenomenon which is associated with the aim and objectives of the selected topic under study.Thus, it can be said that the given section has its importance as it enables the scholar to improvetheir understanding regarding the objectives of present study. The philosophy is of two typessuch as interpretivism and positivism (Bryman, 2012). In interpretivism philosophy, researcherinterprets all the elements of study without formulating the hypothesis. However, positivismphilosophy is the type of philosophy which possesses series of steps. Here, at first, researcherformulates the hypothesis on the basis of selected topic under study. On doing this, scholar willmake the selection of suitable technique with an aim to test the framed hypothesis.For the present study, interpretivism philosophy has been used. This is because; there isno hypothesis that is framed in the given study. By using the given method, the objective ofstudy can also be met.3.2 Research approachResearch approach showcases the way to conduct the study on selected topic. Deductiveand inductive are being regarded as two basic types of research approaches (Meaning ofresearch approach, 2015). In deductive approach, scholar at first formulates the hypothesis andwith an aim to perform the same, it takes help from existing theory. On doing all these work, atlast, scholar formulates the strategy with respect to perform the research.2
However, in inductive research approach, researcher will not take assistance fromprevious theories. Thus, here on the basis of observation, new theory will be formulated by thescholar. For the present study which is on analyzing the factor which influence the customerbuying behavior towards healthy and fresh grams and groundnuts food of Usapkar’s store,inductive approach has been used (Denzin and Lincoln, 2011). This is because; new theory withregard to the present study is framed by observing the sample of study.3.3 Research strategyIt depicts about the way to carry out the research upon assessed research issue of thestudy. Thus, it can be stated that research strategy is the blue print of conducting study onparticular topic. This section of dissertation plays a critical role. This is because; it helps theresearcher in defining the manner to conduct the research upon specific topic. As a result of it,objective has been achieved by the scholar in an effectual way.In accordance with the given context, there are number of research strategies identifiedthat researcher can use (Kitchin and Tate, 2013). It consists of case study, survey, experimentand grounded theory etc. For the given study which is on analyzing the factor which influencesthe customer buying behavior towards healthy and fresh grams and groundnuts food ofUsapkar’s store, survey related research strategy has been used. This tactic is used because withthe help of this, views as being given by respective sample of the study can be analyzed in adetailed way. Furthermore, by using the given method, an effective answer can be given by theresearcher with respect to the framed research questions.3.4 Research purposeIt gives explanation regarding the motive behind conducting the specific research. Inorder to set the direction of study, it is being required by the scholar that it must give properdefinition regarding the motive behind carrying out the particular study. This is because; if it isnot defined then aim and objectives of study cannot be met in an effectual way. The researchpurpose is of three types such as descriptive, exploratory and explanatory (O'Leary, 2013).Here, explanatory research design is used when researcher is more interested in assessingthe cause and effect relationship between variables of the study. However, researcher usesexploratory research design when its wants to investigate or diagnose all the aspects which arerelated with the aim and objectives of given study.3
But, for the present study, descriptive research design has been used because it providesopportunity to the researcher with regard to raise their understanding regarding the topic ofpresent study. As a result of it, an effective conclusion will be drawn by the scholar.3.5 Data CollectionData collection is the process of measuring and gathering the assembled information. Thesuccess of any study depends upon the data collection technique only. This is because,ineffective selection of the same will lead to hamper the objective of study. Thereby, it leads tohamper the result oh whole study. In this regard, there are two different methods of collectingdata and it consists of primary and secondary research (Farrokhyar and et.al., 2014).For the present study which is based on the topic of analyzing factor which influences thecustomer buying behavior towards healthy and fresh grams and groundnuts food of Usapkar’sstore, both given sources of collecting data have been used.Here, in order to collect the secondary data of study, approaches such as books, journalsand online articles has been used. With the help of given mean, the opinions of differentresearchers can be analyzed.Besides this, with an aim to conduct the primary study, questionnaire has been framedwhich possess both open and close ended type of questions. The combination of such questionswould help in gathering the views and opinions of respective sample of the present study in anappropriate manner. In addition to this, personal interviews are also organized with an aim toassemble the data of present research.3.6 Sample and sampling methodWith respect to the research, sample is being considered as the group of people, items orobjects that are taken from the whole population. The selected sample will be considered aseffective if it showcases the characteristics of whole population. Thus, it can be stated thatsample is being considered as the subset of whole population (Sample definition, 2015). For thepresent report, sample of 50 customers, 4 suppliers and 1 owner has been selected.Here, with an aim to collect the given sample, assistance has been taken from theprobabilistic techniques in which random sampling approach is used. It is considered as one ofthe most effective approaches for collecting the sample (Kitchin and Tate, 2013). This isbecause; it gives each individual in the population an equal chance of being selected as thesample. Furthermore, in order to assemble the sample on random basis, researcher can use lottery4
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