Analyzing Purchase Behavior of Bulgarian Community in Stratford

This report examines the purchasing behavior of the Bulgarian community in Stratford, UK. It begins with an overview of the increasing Bulgarian population in the UK, highlighting their freedom to work and the influence of income levels on their purchasing power. The research aims to assess the factors influencing their buying decisions, exploring their preferences for goods and services. The methodology includes an interpretivist philosophy, inductive research approach, and data collection through primary (surveys) and secondary sources. The report explores the influence of factors such as cultural, social, personal, and psychological factors on the purchasing decisions of the Bulgarian community. The report also incorporates a literature review that focuses on Bulgarians in the UK and factors influencing decision-making. The report utilizes qualitative data analysis to gain insights into the consumer behavior of Bulgarian residents in Stratford. Ethical considerations are also addressed.

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
Overview......................................................................................................................................3
Background..................................................................................................................................4
Research aim and objectives .......................................................................................................4
Research questions ......................................................................................................................4
Justification to selection of present research topic......................................................................5
Theme 1: Bulgarians in United Kingdom ...................................................................................5
Theme 2: Factors that have influence on the decision making aspects of people ......................5
RESEARCH METHDOLOGY ......................................................................................................6
DATA ANALYSIS .........................................................................................................................9
REFERENCES .............................................................................................................................13

INTRODUCTION
Overview
There is presence of Bulgarian born people who are resident in UK. This has increased to
a significant level. Such has increased from 5351 at the time of 2001 census to the estimated
69000 in the year 2015. Since January 2010 Bulgarians possess the freedom towards movement
and work in United Kingdom as the citizens of the European Union. There is huge enhancement
in the number of individuals migrating from Bulgaria to Stratford. They are migrating in order to
get sound income within the developed nation such as United Kingdom. It has been gained that
people of Bulgaria have preference towards making purchase of the product that are not much
costly. As they belongs to developing nation thus they possess a mind set which does not allow
them purchasing luxurious product as people of UK does. Moreover there inclination towards the
quality of the product is less (Li and et.al., 2016). However their major focus is on the pricing of
the product. They find substitute of commodity they purchase in order to gain product that can
offer higher benefits within economical prices. Further being from the developing nation they
have little interest in purchasing from big brands. But in UK most of the people have brand
loyalty and purchase from big brands. Thus this increases the unavailability of the products. With
the presence of lower incomes and growth in the prices the Bulgarians have the lowest power to
purchase. Moving the Stratford is not easy as it sounds in case of Bulgarians. It has been
examined that there is greater increase in the people migrating as a reason of enhancing their life
style and living quality life to a greater extent. UK is regarded as great, multicultural European
capital is regarded as the major target destination for the migrating Bulgarians after the fall of
communism. The people are migrating but still they are earning lower income this implies that
they can buy less number of commodities. It has been assessed that as Bulgaria is developing
nation thus there people have tendency to buy products that are less priced as they have tendency
to purchase such kind of products. Thus it is determined that their preference to a significant
level vary in comparison within the local resident in Stratford.

Background
There is presence of most of the Bulgarians still are working as builders and cleaners
within UK despite of having an education at home. During the Cold war there were few
Bulgarians who were living within UK. Emigration because of political or economic recession
reasons was scaring. The number of people who were eligible to enter the UK are restricted for 7
years after Bulgaria has become European Union member. Such restrictions have expired in the
year 2014 and this has resulted in increasing the emigration to the UK. They consider it as the
starting of the career (Genova, 2016). Thus this presents that level of income they earn is less.
Therefore such has greater impact on the purchasing decision of Bulgarian community in UK. It
has been assessed that due to lower income people of Bulgaria demands of low price product.
Moreover they are likely to make purchase products in case of discounts. As such this allows
them in buying product within reasonable prices. Bulgaria is developing nation thus the decision
regarding purchase in that nation differs to a significant level in comparison in UK. With the
presence of such there is greater impact on on the decision making process of the people who
have migrated from Bulgaria to Stratford.
Research aim and objectives
The aim of the present project is: To assess the factors influencing Bulgarian community
to purchase goods and services in Stratford
 To explore the concept of purchase specifically in case of Bulgarian people
 To assess the factors influencing Bulgarian community to purchase goods and services in
Stratford
 To recommend the manner in which Bulgarians can enhance their purchase decision
Research questions
What are the factors influencing Bulgarian community to purchase goods and services in
Stratford?

Justification to selection of present research topic
There is greater number of factor that contributes majorly towards selection of the
research project. These have been enumerated in the manner stated as below: Interest of the researcher: There is greater interest of the investigator in gaining
knowledge regarding the manner in which individual behaves and their preferences. This
has resulted in making selection of the subject that is related with factors influencing
Bulgarian community to purchase goods and services in Stratford.
 Scope of the investigation: Another factor relates with the scope of the research. It has
been examined that there is presence of less number of studies that are being carried out
on the similar subject matter. This reflects the need selection of the particular topic under
investigation. As such it would assist in attainment of the research aim as well as
objectives in an effective manner.
LITERATURE REVIEW
Theme 1: Bulgarians in United Kingdom
In accordance with the views of Genova (2016) Bulgarians in UK include people who
can trace their ancestry. In UK, number of Bulgarians has increased significantly from 5351 to
69000. People who belong from Bulgarian community have freedom in relation to working
because they are considered as the citizen of European Union. Genova (2017) stated that in UK
Bulgarian community was formed recently as compared to other countries such as Western
Europe. In the accounting year 2007, British government has placed restrictions on the rights of
Bulgarian people in relation to the movement in UK. Hence, in 2014 such restriction has expired
and thereby offered freedom to Bulgarian people to the significant level.
Theme 2: Factors that have influence on the decision making aspects of people
According to the views of Soltani and Najafzadeh (2016) there are several factors that
have high level of impact on the purchasing or decision making aspect of an individual. It
includes cultural, social, personal and psychological factors. In their own study Zhang and et.al.,
(2016) found that personal factors such as occupation, lifestyle and income are the major factors
which in turn closely affect the decision making aspect of individuals. Moreover, living standard

and spending pattern is highly based on income level. Both savings and spending of individuals
are highly affected from the income which is earned by them. However, on the critical note, Li
and et.al., (2016) mentioned that purchasing decision of customers is highly affected from social
status, viewpoints of friends, family members and colleagues. Now, individuals make focus on
the purchasing of product which is recommended by their friends and family members.
Along with this, individuals also consider their status in society while purchasing goods and
services. By taking into account such aspect it can be stated that social factors have high impact
on the decision making aspect of individuals. On the other side, Maniatis (2016) presented that
culture, subculture and social class closely influences the decision making of people. For
instance: British people prefer to purchase Western apparel in accordance with their culture and
customs. Connell and et.al.., (2017) depicted that along with the social factors psychological
factors such as perception, attitude and belief of the people have major influence on the decision
making aspect of individuals. Usually, individuals perceive high quality product as expensive. In
this way, individuals make purchase of products or services by making comparison of price with
the quality factor. Hence, by taking into account all the above mentioned aspects it can be stated
that all cultural, personal, social and psychological factors affect decision making of individuals
regarding purchase.
RESEARCH METHDOLOGY
It is the part of research project that offer solution regarding specific issue in the
investigation. This is considered as important part within the research that includes the tools that
will facilitates in conducting the research with greater effectiveness. In the particular section
related with research methodology several tools are employed for the sake of attaining the
evidence and making assessment so as to respond against the research questions that are being
developed. The justification with respect to choosing specific tool us provided within this
chapter. Various tool are used by the researcher in order to analyze and collect the information. Research philosophy: This is considered as predominant concept that is associated with
the development of knowledge. It includes knowledge along with the nature of the
research. This is considered as the aspect that leads to creation of the background within
the research. This is comprised of things which is present in the way people view things

in a manner that is unique (Creswell, 2013). There is existence of two type research
philosophy. This includes interpretivism as well as positivism. In the present report
interpretivism philosophy has been applied. This is due to the reason that it lay emphasis
on the meaningful nature of participation made by individual in the cultural as well as
social life. Research approach: This is considered as the way in which the research is carried out in
forward direction. It is being categorized into two that is inductive and deductive. The
initial one starts with statement and later it is conducted for the sake of responding
towards it. The procedure with respect to deduction starts from theory to research
questions, data collection, findings in relation with rejection and verification of question
with respect to research. In the present report inductive research approach has been used.
This is because through such the investigator can make sure the development of
generalization that is empirical in nature. Data collection: It is regarded as the tool that has essential role in carrying out the
investigation in an effective manner. It reflects suitable tool that is used by the
investigator for collecting data for attainment of the aim and objectives of the
investigation (Jackson, 2015). There is presence of two type of research methods. Such
includes data collection method such as primary as well as secondary. In the present
report on assessing the factors influencing Bulgarian community to purchase goods and
services in Stratford data is gathered from both primary and secondary sources. Under
primary method survey has been used. In this tool that is questionnaire has been utilized.
On the other hand secondary data has been gathered from published articles, books of
author, censuses as well as online. Sample selection: Sampling is considered as the method that is implemented for the sake
of determining the particular set of item. Sample is regarded as choosing smaller unit.
There is presence of two kinds of tool with respect to sampling (Letourneau, 2015). This
is comprised of probability as well as non probability sampling method. In the present
report probability sampling has been employed as it offers opportunity to all the
respondents in getting selected as sample for the research. Sample size is referred to other
critical aspect. It is considered as the quantity of the unit that are selected as unit in order

to become the part of the research. In survey question asked from 25 people of Bulgarian
community. It is effective in offering direction towards carrying out the investigation in
forward direction. Data analysis: After the collection of information by various sources another part of
report includes analysis of the data gathered. There is presence two methods for the sake
of analyzing the data (McMillan and Schumacher, 2014). This includes qualitative as
well as quantitative method. In the present report qualitative method has been employed
for the sake of analyzing the data. The reason due to which it is used is towards gaining
better knowledge regarding the Bulgarian community and their preferences. The means
of qualitative analysis view points of the Bulgarian people is attained in an appropriate
way. Ethical consideration: Research will carry out the investigation in order to assess the
factors influencing Bulgarian community to purchase goods and services in Stratford. In
this relation analysts can complied with various steps in order to carry out the research
within ethical norms. These norms are enumerated in the manner as such. Prior approval
is being taken from the respondents. It has been taken care that none of the respondents
has been forcefully entered in the thesis. Further there is presence of certain sites where
the entry is restricted. Thus this has affected in collection of the secondary information to
a greater extent.
 Research limitation: The process regarding attaining the research is challenging.
Therefore the research has face various issues. In the present research on assessment of
the factors influencing Bulgarian community to purchase goods and services in Stratford
the limitation includes prolonged procedure (Rasinger, 2008). This implies that for the
sake of accomplishing the whole research huge time is needed. As report has been to be
accomplished within time thus there are some information that has been missed. Along
with this lack of adequate secondary information is also considered as major limitation in
the present report. This is because of restriction on the secondary information sites.

DATA ANALYSIS
Theme 1: Budget consciousness is one of the main factors that closely influences Bulgarian
community to purchase goods &services in Stratford
In survey, most of the people who belong from Bulgarian community are highly budget
conscious in nature. Approximately 75% people support such aspect that due to having limited
budgeted for spending they do not place high level of emphasis on purchasing quality products
and services. From secondary data analysis, it has been identified that people of Bulgarian
community tends to earn less income. Hence, it is the major factors that have greater impact on
the purchasing decision of customers in relation to goods and services. The rationale behind this,
individuals laid emphasis on purchasing quality products only when they have high disposable
income. Moreover, usually high quality and luxurious products are costly as compared to other
one. Hence, considering this, it can be stated that budget consciousness is the main elements that
closely influence decision making of people in relation to the purchasing of goods or services.
On the other side, 25% respondents stated that culture is the main factors that affect their
decision making regarding purchase. Moreover, people of Bulgraian community belong from
different regions or country. On the basis of this aspect, people of Bulgarian community said that
they make purchase of products and services according to their cultural aspects. Hence, by
considering the overall evaluation it can be presented that limited budget factor is the main
aspect that affects purchasing decision in relation to goods and services to a great extent.
Theme 2: People of Bulgarian community weekly make shopping of the products and services
Particulars Views of respondents % of respondents
Daily 5 20%
Weekly 10 40%
Fornightly 7 28%
Monthly 8 32%
Total 25 100%
The above mentioned table presents that 40% people of Bulgarian community prefers
to do shopping on weekly basis. On the other hand, 28% respondent’s fornightly and 32% people
place emphasis on doing monthly shopping. In contrary to this, only 5% respondents said that
20% people make purchase of products and services on daily basis. This aspect can be supported
through the means of secondary data evaluation which presents that transportation in Stratford

City is good. It is well served by bus routes and having five railway stations. Along with this, in
Stratford city of London there are several shopping centre’s are present which offers retail
products and services to the customers at affordable prices. Secondary data investigation reveals
that Primark, M&S etc. are the major retailer which is offering retail products to the customers at
appropriate prices. Hence, convenience and suitable prices are the main factors due to which
majority of the people related to Bulgarian community prefers to go Stratford city of London for
shopping.
Theme 3: Price is one of the main factors which encourage people to do shopping in Stratford
Particulars Views of respondents % of respondents
Price 10 40%
Easy access 6 24%
Availability 4 16%
Variety 5 20%
Total 25 100%
Outcome of survey presents that 40% support price factor which in turn encourages
them to visit Stratford for shopping. In contrast to this, 16% people of Bulgarian community said
that, availability of all kind of retail items in Stratford is the major aspect which in turn entices
the decision making aspect of respondents in relation to purchase. On the other side, 20%
respondents presented their views that stores which are established in Stratford city offer vast
variety of products to the customers. In addition to this, 24% people of Bulgarian community
shared their views that easy access factor motivates individual to do shopping from Stratford
centres.
Results of survey are highly in line with the findings of secondary data investigation. By
evaluating scholarly articles it has been identified that due to having lower income level people
of Bulgarian community prefers to purchase products and services from the retailer offers high
discount. Customer spending level is highly influenced from their level of income. In addition to
this, purchasing decision making aspect of customers is also highly influenced from the
convenience level. Hence, both the above mentioned factors are main elements which motivate
people to do shopping from Stratford.
Theme 4: Partner and colleagues influence individual to make shopping in Stratford
Particulars Views of respondents % of respondents
Partners 8 32%

Children 5 20%
Friends 4 16%
Colleagues 8 32%
Total 25 100%
From survey, it has been assessed that 32% respondents presented their views that
partners and colleagues have greater influence on shopping decision of individuals. In survey,
20% respondents showed their views that taste and preferences of children highly affects the
purchasing decision of people belongs from Bulgarian community. On the other hand, 16%
individuals from Bulgarian community entails that their decision making regarding purchase is
highly affected the viewpoints and suggestion of friends. Such findings can be supported with
the decision making model or theory. In accordance with the purchasing behavior model or
aspect now people prefer to go on shopping with their friends and family members. By
considering such aspect it can be said that partners of individuals and colleagues closely affects
their purchasing decision.
Theme 5: People agree that Stratford caters for the Bulgarian community
Particulars Views of respondents % of respondents
Yes 20 80%
No 5 20%
Total 25 100%
Tabular presentation of survey results show that 80% respondents agreed that Stratford
city of London caters for Bulgarian community. On the other side, 20% people who have
selected as sample do not comply with such aspect. By doing analysis of books and journals it
has been identified that in the year of 2015 number of Bulgarian community people reached on
69000. It shows that in UK including Stratford city large number of Bulgarian community
resides there. In contrast to this, 20% respondents present that ratio of Bulgarian community
people is not high in UK as compared to others. However, statistical results clearly present that
Bulgarian born people who are resident of UK inclined from 5351 to 69000. By keeping such
aspect in mind it can be stated that Stratford City of London is known for Bulgarian community
people.
Theme 6: Income and culture factor influences individual to shop in Stratford
Particulars Views of respondents % of respondents
Income 7 28%
Culture 7 28%

Eating habits 4 16%
Quality 5 20%
New trends 2 8%
Total 25 100%
Graphical presentation entails that 28% respondents stated that culture and income is the
biggest factor which in turn encourages them to do shopping from Stratford. Whereas, 16%
respondents of Bulgarian community represents that eating habits have greater impact on their
shopping decision. In comparison to this, 20% people stated quality, whereas remaining 8%
respondents show that new market trends or pattern closely influences the decision making
related to shopping in Stratford. Hence, income level is the major factors which in turn
encourage people of Bulgarian community to make shopping from Stratford. There are several
retailers in Stratford which offers retail products to the customers at discounted price level. In
addition to this, cultural differences also encourage people to purchase products or services from
Stratford. Moreover, Stratford city of London caters Bulgarian community people to a great
extent. Hence, retail stores which are established in Stratford offer products or services to the
people of Bulgarian community according to their requirements. Hence, it is one of the main
aspects due to which individuals of Bulgarian Community place more emphasis on purchasing
products or services from Stratford.