(PDF) Factors affecting consumer buying behavior

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Methodology and Discussion
TABLE OF CONTENTSMethodology...................................................................................................................................1Research approach.......................................................................................................................1Study population and sampling...................................................................................................2Data collection.............................................................................................................................2Data analysis................................................................................................................................3Variability and reliability.............................................................................................................3Discussion........................................................................................................................................4references.........................................................................................................................................8
METHODOLOGYResearch methodology can be defined as a process which includes number of methodsfor collecting appropriate data. The current research project is based on determining differentfactors that may influence customer buying decisions towards own food products of retailorganizations of UK (Gay, Mills and Airasian, 2011). For conducting investigation author hasused number of methods such as research approach, data collection tool, analytical methods andvalidity and reliability tools, etc. Author has chosen particular methods as per the types of theresearch and provided appropriate justification behind the selection. Therefore, this chapter hasintroduced an overall methodological approach for investigating the current research problem.Selected methods and their importance for the current investigation are describing in thefollowing paragraphs of the report.Research approachThere are two types of research approach which can be used by researcher forunderstanding research problem such as inductive and deductive approach. In which inductiveapproach draws conclusion from the existing evidence and theories which have alreadypublished by other researchers on similar subject. Including this, it follows the pattern ofresearch from specific to general manner (Daniel and Sam, 2011). But on the other hand,deductive approach focuses on finding evidence to approve and disprove conclusions of pastresearchers on similar subjects. Regarding this, author uses hypothesis testing. Along with this, itmoves from general to specific manner. The current investigation is based on determiningdifferent factors which may influence buying behaviours of retail customers towards the foodproducts. Regarding this, author has been chosen deductive approach of the research because ithelps in conducting quantitative research using hypothesis testing (Inductive and DeductiveInstruction,2016). Along with this, author has chosen this approach because it helps inconducting investigation from general to specific it means firstly author has determined thefactors which can influence the customer’s buying decisions and then author has been testedthese factors with context to selected retail organizations of UK (Tesco, Marks and Spencer,Sainsbury and ASDA). Overall, implementing deductive approach researcher has been testedgeneral theory on different factors that can influence the customer’s buying decisions andverified the same result with retail industry (Fiegen, 2010).1|P a g e
Study population and samplingAs per the requirement of the current investigation author has been decided to collect datafrom primary data collection methods also. Customers of retail organizations of UK such asTesco, Marks and Spencer, Sainsbury and ASDA have been considered as research population.Because these universe has helped in collecting appropriate information about the consumerbuying behaviour and different attributes which are considered by them at the time of makingpurchase decisions about the different products and services of retailers (Sunil and et.al, 2014).Sampling techniques help in selecting sample for conducting whole investigation oncurrent subject. There are two types of research sampling methods probability and non-probability sampling techniques. For the current investigation author has been chosen randomnumber sampling method which is an important part of the probability sampling technique. Itselects sample units using random number table. Along with this, provides an equal chance to allindividuals of research universe to be a part of research sample. Along with this, it also helps inreducing sampling error. Due to all these reasons researcher has decided to select sample byusing random number sampling technique. Along with this, investigator has decided to collectdata from 151 participants. So, sample size for the current dissertation is 151 and it is sufficientto represent the characteristics of whole research universe (McMillan and Schumacher, 2014).Data collectionThe current research subject is based on determining different factors which caninfluence the customer purchase decisions with respect to the products and services of retailorganizations of UK. Regarding this, author has been decided to collect data from both primaryand secondary data collection methods (Garner and Scott, 2013). In which primary datacollection methods helps in obtaining new and fresh information about the current researchsubject. Regarding this, author has been applied online questionnaire survey method and it hasbeen decided to conduct on customers of retailers of UK. For conducting primary research authorhas formulated a structured questionnaire which comprises open and close ended questions aboutcustomer’s behaviour. This survey has been helped in collecting and recording information aboutthe present subject. This primary data helped in resolving the current research problem in moreeffective manner. Along with this, author has also decided to collect data using secondary datacollection methods. This method focuses on the past research information which have beendisclosed by the past research scholars on similar subject (Kim, Kim and Park, 2010). Therefore,2|P a g e
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