Managing a Research Project

Running head: MANAGING RESEARCH

MANAGING RESEARCH 2
Table of Contents
Introduction and background to the problem...............................................................................................3
Problem definition.......................................................................................................................................4
Literature review.........................................................................................................................................5
Research Design and Method......................................................................................................................8
Research design and justification............................................................................................................8
Subjects for study and selection process..................................................................................................9
Conceptualization and measurement.....................................................................................................10
Data collection method..........................................................................................................................10
Data analysis..........................................................................................................................................11
Ethical issues and limitations of the research............................................................................................11
Proposed time schedule and approximate budget......................................................................................12
Timetable...................................................................................................................................................12
References.................................................................................................................................................14
Appendix...................................................................................................................................................17

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Introduction and background to the problem
Consumer behavioris a vital element for any corporation before launching the products and
services. When a company is unable to evaluate how a customer will respond towards the
particular products and services then it could face substantial losses. Understanding consumer
behavior is very difficult because each customer has different belief and mind with regards to
purchasing, consumption,and disposal of products and services. In addition, there are different
researches has conducted on theories and concept of consumer behavior, which is beneficial for
marketing of goods and services. Studying consumer behavior is beneficial for understanding the
different factors affecting purchasing decision (Joshi and Rahman, 2015).
There is a continuous modification of the technology, fashion, attitude of consumers, living
standard and trends regarding buying of products and services. This research helps to understand
the factors affecting consumer behavior a case study on Aussie Commerce Group, Sydney. In
modern times, understanding of these factors is essential as the marketing of these products and
services highly rely on these factors. Consumer behavior is an effective tool that makes
competent tothe marketer for attaining the sales objectives (Kumar and Ghodeswar, 2015). This
research also focuses on different strategies for influencing the consumer behavior.
Project scope
This investigation would aid a researcher in generating the in-depth understanding regarding the
theoretical framework of factors affecting consumer buyingbehavior. This research proposal
would be significant for Aussie Commerce Groupbecause it develops the understanding
regarding several factors, which affects the consumer buying behavior. Consequently, it would
enable Aussie Commerce Group to make a logical decision regarding factors affecting consumer
buying behavior. This research would be imperative for an investigator to conduct further

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research about the research problem and also facilitates the information regarding strategy to
influencing the consumer purchasing behavior (Jung, et. al., 2016).
Problem definition
Management problem
Aussie commerce group facilitates e-commerce facilities. A corporation deals and keeps the
online platforms for selling the vacation packages, home products,and other products. Aussie
commerce group deals with the customers throughout Australia. Consumer behavior could be
broadly categorized into decisions and actions that persuade the purchasing decision of the
consumer. There are different factors, which drivers the consumer for selecting a particular
product and service. Aussie commerce group faces issue to understand the behavior of consumer
(Rani, 2014). This research study helps to understand the issue of Aussie commerce group.
Research questions
 What are the meaning and concept of consumer behavior: A case study of Aussie
commerce group?
 Which factors may affect the purchasing decision of consumer: A case study of Aussie
commerce group?
 What are the strategies for influencing the purchasing decision of consumer: A case study
of Aussie commerce group?
Research objectives
 To explore the meaning and concept of consumer behavior: A case study of Aussie
commerce group
 To investigate the factors affecting the consumer behavior: A case study of Aussie
commerce group

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 To recommend the strategy for influencing the purchasing decision of consumer: A case
study of Aussie commerce group
Literature review
RO1: Meaning and concept of consumer behavior: A case study of Aussie commerce group
According to Wang Wang and Liu (2016), consumer behavior is defined as the buying tendency
of customers. A person who goes to buy the products and services does not need that they should
be bought it. There aredifferent proceduresfor making the decision to assess the consumer
behavior. This aids to understanding the process that a customer can apply before making a
decision about the products and services. There are several factors that may influence the
purchasing judgment of consumers like cultural, personal, psychological and social factors.
Marketers should assess the purchasing decision of consumer with regards to specific products
and services.
In opposed to this, Chiu et al. (2014) evaluated that there is a requirement for marketers to
understand how a consumer purchases specific products and service and what resist him from
purchasing. It is assessed that marketing is a process of finding the needs and wants of
customers, encouraging the benefits of products to targeted customers and developing the
products and services solution to match the customer’s needs. It is also identified that developing
understanding about the consumer buying behaviors and phases that are applied by consumers
for making a buying decision can enable Aussie commerce group to make a effective marketing
plan.
RO2: Factors affecting consumer purchasing behavior: A case study of Aussie commerce
group

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In the view of Wang Malthouse and Krishnamurthi (2015), there are certain factors which may
influence the consumer behavior. These factors are behavioral, social, cultural and
psychological. In this way, culture plays an imperative role for Aussie commerce group to
analyze the behavior of consumers. Culture is the critical opinion of individual behavior that
incorporates the culture of a person, the character that society plays and societal attitude and its
customs, traditions,and values. Hence, culture needs should be significantly evaluated by Aussie
commerce group as it is a crucial factor for persuading the behavior of the consumer.
In opposed to this, Turban et al. (2017) stated that sub-culture is the set of the person who
contributes same values, traditions,and values. Therefore, Aussie commerce group should
emphasize on the racial group, nation, religions who comes from alike geographical field as it
will be significant to favorably impact the behavior of consumers. In addition, it is assessed that
society could alias social class. A corporation should emphasize on the social class that could be
targeted as generally purchasing structure of the social class is quite homogenous to other
individuals.
Pappas et al. (2016) evaluated that there are certain social factors which may influence the
behavior of the consumer. In the social class, reference group has a high impact on the
purchasing decision of consumer in case of Aussie commerce group. Its impact can be diverse
from one product and brand to another productofthe company. This group focuses on the belief
and views of leaders. In addition, the attitude of customers is persuaded by different variables
such as motivation, personalities, families and their members who have more individual together
because of marriage and blood relationship.
In support of this,Hajli (2014) stated that personal factors could influence the purchasing
decision of consumers. There are several personal subfactors that may influence the behavior of

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customers. In such way, the age of consumers and his life cycle is two essential sub-factors for
Aussie commerce group in personal factor. As per the life cycle and age, there could be
possibilities of making changes in purchasing decision and motive of customers. Hence, it could
be illustrated that Aussie commerce group should focus on personal factors for persuading the
behavior of consumers.
RO3: Marketing strategies to influence buying decision: A case study of Aussie commerce
group
As per the view of Yoon and Occeña (2015), suggested that company can deliver the different
category of choices like international and local cuisines and brands. As a result, it would make
competent to Aussie commerce group for attaining the customer’s needs by offering them a
different category of alternatives. In addition, the product should be identified by experts for
delivering the premium quality products to customers. This standard will permit the corporation
for attaining the customer’s need as per their personality.
In support of this,Hamari et al. (2016) discussed that company should keep the premium prices
as compared to its competitors at the marketplace. It is assessed that Aussie commerce group
should provide a broader category of finest products because of highly competitiveness within
the market. It can also offer a reward program for persuading the purchasing decision such as it
can offer the voucher for pooling points. Consequently, there is no requirement for keeping the
paper records regarding the customer purchasing information.
According to Al-Debei et al. (2015), the company can use the online device to influence the
purchasing decision of customers with regards to products and services. It can also involve the
private label products in their company as it would make competent to attain the requirement of a
large number of customers. In contrast to this, Awa Ojiabo and Emecheta (2015) stated that

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promotion is another strategy that could be effective for positively persuades the individual
factors. Therefore, Aussie commerce group can implement the creative and innovative message
for endorsing the products and services. It can also offer the loyalty plan to their end consumers
such as discount coupons. As a result, it would be beneficial for influencing the buying attitude
of customers as compared to other corporation in the marketplace.
Research Design and Method
Research design and justification
Research design enables an investigator for building and enhancing the understanding regarding
the research concern significantly. An investigator can use explanatory, exploratory and
descriptive research methodology as per the nature of research issue. In this way, descriptive
research is implemented to describe and asses the features and attitude of sample participants. It
also focuses on gathering the views, opinions,and attitudes regarding research concern. There are
different purposes of using descriptive research such as explaining, describing and validating the
findings of investigation (Nadeem, et. al., 2015).
It is beneficial for making depth assessment of research concern. In contrast to this, exploratory
research makes competent to an investigator for exploring the something new but does not intend
to provide the valid and conclusive result of the research concern. In addition, explanatory
research is implemented for explaining the research concern over the different variables. It is
implemented to assess the cause and effect association between distinct variables that are
requisite for the accomplishment of research goal and objectives. This research design is difficult
and complex for undertaking the investigation (Hasan, 2016).
In this research, descriptive research will be practiced for describing and assessing the
characteristics and opinion of the sample population. This research design will be also effective

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for gathering the views, opinion,and attitude of participants regarding factor affecting the
consumer behavior a case study of Aussie commerce group. There would be three purposes of
using descriptive research design such as explaining, describing and validating different research
findings that could be effectively implemented for conducting depth assessment of research
concern. It would be also beneficial for completing the RO2 and RO3. In contrast to thus,
exploratory and explanatory research design would be not used in this research (Bilgihan, 2016).
Exploratory research is not used in this research as it focuses on assessing the answer regarding
how and why an explanatory research is also not used as it relies on previous experience
excluding the current experience.
Subjects for study and selection process
Sampling strategy is referred as the procedure of choosing the appropriate participants for the
research to respond the questionnaire of research. Therefore, it is significant for attaining the
objectives of investigation in a meaningful way. There are certain kinds of sampling approaches
such as probability and non-probability sampling strategy. These techniques would facilitate an
investigator for selecting the appropriate observation from a large number of populations. In this
way, probability sampling method is a sampling technique which would be executed for using
simple random sampling methods. In the sampling technique, each person has equal chances of
responding the answer(Tussyadiah, 2015). In opposed to this, the non-probability sampling
method is another sampling method where respondents have chosen as per their knowledge,
skills, and convenience of an investigator.
Under this research, an investigator will implement the probability sampling technique to capture
the information with fairness. Under this technique, simple random sampling procedure would be
used for choosing the participants as per the random basis. This procedure would be

Factors affecting consumer purchasing behavior
Culture factors
Social factors
Personal factors
Psychological factors
Aussie commerce group
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implemented by an investigator as it provides the fair chances of being selected target
participants. These participants will give their opinion about research concern via survey
questionnaire. Moreover, 100 consumers will be selected as the same size from the Sydney who
buys products and services from Aussie commerce group (Ponte, et. al., 2015). It would be
beneficial for gaining depth understanding regarding research concern.
Conceptualization and measurement
(Sources:Fransen, et. al., 2015).
As per the above conceptual framework, it could be stated that there are several factors that
could directly affect the sales of Aussie commerce group. These factors are culture, social,
personal and psychological factor. Therefore, the company should use effective strategies for
influencing the behavior of consumers. Furthermore, two variables will be used in this research
such as independent variable and dependent variable. Independent variable would be a factor
affecting consumer behavior and dependent variable would be Aussie commerce group.
Data collection method
Data pooling technique is appropriate for gathering the information regarding research concern.
There are some kinds of data gathering methods like secondary and primary data gathering

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methods. The primary data is used for pooling the first-handed with innovative data by using the
survey through a questionnaire, experiment,and observation. In contrast to this, secondary data is
gathered through academic publication, online and offline websites, textbooks, and journal
articles. In this research, both data gathering technique would be implemented by a researcher to
obtain the reliable outcome of the research concern(Tussyadiah, 2015). Under this research,
survey through questionnaire would be implemented for gathering the primary data and literature
review will be practiced for pooling the secondary information. These sources are significant to
collect the appropriate result.
Data analysis
It is an essential element of methodology that is beneficial for finding the reliable and
trustworthy outcome. After gathering the information, an investigator will assess the information
through statistical evaluation. An investigator will use MS-excel software as it would be
beneficial for interpreting the information in a meaningful way. In addition, this technique would
be exercised for demonstrating distinct kinds of graphs like bar diagram, pie chart, and column
chart (Fransen, et. al., 2015). These graphs make comprehend to an investigator for
understanding the information in an effective and efficient manner.
Ethical issues and limitations of the research
Under this investigation, ethical consideration is associated with approach and technique. It
should be implemented by an investigator to decline the possibilities of ethical issues. The
secondary information would be gathered from distinct sources such as journal article, textbooks,
academic publications and online websites. These sources would be implemented by an
investigator in the form of in-text and referencing. It is cited carefully in order to avoid the issue
of plagiarism. This research would be written in specific words by giving appropriate in-text in

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each section. A researcher would keep the privacy and confidentiality of information of
workforces during the investigation(Bilgihan, 2016). As a result, it could be appropriate for
avoiding the ethical concern from the investigation.
Limitation of research
There is certain research limitation that could be faced by the researcher during research
completion. These research limitations are resources, cost and time in pooling of data. Moreover,
a researcher will also deal with another issue when reviewing the articles such as an investigator
will focus on applicable and consistent articles(Bilgihan, 2016). These limitations could have an
adverse impact on validity and consistency of research outcome.
Proposed time schedule and approximate budget
Timetable
Milestone for completing the research Time duration for completing
investigation
1 2 3 4 5 6 7 8 9 10
Choosing the research problems
Developing aim and objectives
Gathering information through primary and secondary
methods
Framing research questions
Choosing sample through feasible techniques
Analysis of data and findings
Final draft and writing of report
Project submission
(See: Exhibit 1)
From the above time plan, it could be exhibited that gathering the data from different sources
such as primary and secondary technique will take more time as compared to applying other
activities.

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Project budget
The budget for completing the research will be about $1450 to attain the aim and objectives
withinthe specified time frame. The following component would be entailed in the project
budget:
There are different secondary sources will be required for gathering the information by using the
literature. These sources are textbook, online resources, offline websites, and academic journals.
It cannot be accessed without paying the funds because there is need of approximately $400 to
buy the resources.
Data pooling is significant material to capture the facts and figures about research issues. Hence,
a researcher will be needed $500 to conduct the survey questionnaire on workforces. Because, it
would be significant for collecting the data about factors affecting the consumer purchasing
decision a case study of Aussie commerce group.
For gathering the charts, tables, and graphs related to research issue, a researcher will be required
approximate $550.
In synopsis,
TABLE 1: BUDGET FOR ACCOMPLISHING THE PROJECT
Milestone for completing the
research
Projected Amount (in ASD)
Accessing Review of Literature 400
Data gathering through primary
sources
500
Assessment of facts and figures 550
Total projected amount 1450
(See: Exhibit 2)

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References
Al-Debei, M.M., Akroush, M.N. and Ashouri, M.I., 2015. Consumer attitudes towards online
shopping: the effects of trust, perceived benefits and perceived web quality. Internet Research,
25(5), pp.707-733.
Awa, H.O., Ojiabo, O.U. and Emecheta, B.C., 2015. Integrating TAM, TPB and TOE
frameworks and expanding their characteristic constructs for e-commerce adoption by SMEs.
Journal of Science & Technology Policy Management, 6(1), pp.76-94.
Bilgihan, A., 2016. Gen Y customer loyalty in online shopping: An integrated model of trust,
user experience,and branding. Computers in Human Behavior, 61, pp.103-113.
Chiu, C.M., Wang, E.T., Fang, Y.H. and Huang, H.Y., 2014. Understanding customers' repeat
purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value,and
perceived risk. Information Systems Journal, 24(1), pp.85-114.
Fransen, M.L., Verlegh, P.W., Kirmani, A. and Smit, E.G., 2015.A typology of consumer
strategies for resisting advertising, and a review of mechanisms for countering
them.International Journal of Advertising, 34(1), pp.6-16.
Hajli, M.N., 2014. A study of the impact of social media on consumers.International Journal of
Market Research, 56(3), pp.387-404.
Hamari, J., Sjöklint, M.,andUkkonen, A., 2016. The sharing economy: Why people participate in
collaborative consumption. Journal of the Association for Information Science and Technology,
67(9), pp.2047-2059.
Hasan, B., 2016. Perceived irritation in online shopping: The impact of website design
characteristics. Computers in Human Behavior, 54, pp.224-230.

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Joshi, Y. and Rahman, Z., 2015. Factors affecting green purchase behavior and future research
directions.International Strategic Management Review, 3(1-2), pp.128-143.
Jung, J., Shim, S.W., Jin, H.S. and Khang, H., 2016. Factors affecting attitudes and behavioral
intention towards social networking advertising: a case of Facebook users in South Korea.
International Journal of Advertising, 35(2), pp.248-265.
Kumar, P. and Ghodeswar, B.M., 2015. Factors affecting consumers’ green product purchase
decisions. Marketing Intelligence & Planning, 33(3), pp.330-347.
Nadeem, W., Andreini, D., Salo, J.,andLaukkanen, T., 2015. Engaging consumers online through
websites and social media: A gender study of Italian Generation Y clothing consumers.
International Journal of Information Management, 35(4), pp.432-442.
Pappas, I.O., Kourouthanassis, P.E., Giannakos, M.N. and Chrissikopoulos, V., 2016.Explaining
online shopping behavior with fsQCA: The role of cognitive and affective perceptions.Journal of
Business Research, 69(2), pp.794-803.
Ponte, E.B., Carvajal-Trujillo, E. and Escobar-Rodríguez, T., 2015. Influence of trust and
perceived value on the intention to purchase travel online: Integrating the effects of assurance on
trust antecedents. Tourism Management, 47, pp.286-302.
Rani, P., 2014.Factors influencing consumer behavior.International journal of current research
and academic review, 2(9), pp.52-61.
Turban, E., Outland, J., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2017.Electronic
Commerce 2018: A Managerial and Social Networks Perspective. USA: Springer.
Tussyadiah, I.P., 2015. An exploratory study on drivers and deterrents of collaborative
consumption in travel.In Information and communication technologies in tourism 2015 (pp. 817-
830). USA: Springer, Cham.

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Wang, R.J.H., Malthouse, E.C. and Krishnamurthi, L., 2015. On the go: How mobile shopping
affects customer purchase behavior. Journal of Retailing, 91(2), pp.217-234.
Wang, W.T., Wang, Y.S. and Liu, E.R., 2016. The stickiness intention of group-buying websites:
The integration of the commitment-trust theory and e-commerce success model. Information &
Management, 53(5), pp.625-642.
Yoon, H.S. and Occeña, L.G., 2015. Influencing factors of trust in consumer-to-consumer
electronic commerce with gender and age.International Journal of Information Management,
35(3), pp.352-363.

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Appendix
Exhibit 1
Milestone for completing the research The time duration for completing
the investigation
1 2 3 4 5 6 7 8 9 10
Choosing the research problems
Developing aim and objectives
Gathering information through primary and secondary
methods
Framing research questions
Choosing sample through feasible techniques
Analysis of data and findings
Final draft and writing of the report
Project submission
Exhibit 2
Milestone for completing the
research
Projected Amount (in ASD)
Accessing Review of Literature 400
Data gathering through primary
sources
500
Assessment of facts and figures 550
Total projected amount 1450