A study on addressing the bubbles' purchase intention links with price, knowledge, virtuous traits

Running head: APPLYING MIXED METHODS RESEARCH TO BUSINESS
A study on addressing the bubbles' purchase intention links with price, knowledge,
virtuous traits

APPLYING MIXED METHODS RESEARCH TO BUSINESS 2
Executive summary
The main aim of this research is to determine the bubbles' purchase intention links with price,
knowledge, virtuous traits. This report evaluated that mixed research design is used for
assessing the research data effectively because it contains the feature of both qualitative and
quantitative research design. It is found that both interview and survey through questionnaire
is used for completing the aim and objectives because it aids to gather the depth information
related to investigation concern.
Along with this, statistical data analysis method is used for representing the gathered data
through graphs, charts, and tables. It is also illustrated that thematic data analysis is used for
assessing the gathered data of interview. This research discussed that consumers are willing
to pay for ethical products. It is also found that consumer’s knowledge regarding ethicality
would influence their purchasing decision. It is also identified that consumer virtuous traits
with respect to specific brand image can influence the purchase intention of consumers.

APPLYING MIXED METHODS RESEARCH TO BUSINESS 3
Table of Contents
Introduction............................................................................................................... 4
Phase 1: Problem discovery and definition.........................................................................4
-Broad topic of the project.......................................................................................... 4
-Project brief.......................................................................................................... 4
-Discussion on terms and concepts................................................................................ 5
Hypotheses:............................................................................................................ 5
-Title.................................................................................................................... 6
-Research Aim........................................................................................................ 6
-Research objectives................................................................................................. 6
-Research questions.................................................................................................. 6
-Scope and direction of research.................................................................................. 6
Phase 2: Planning the research design............................................................................... 7
a) Methodology....................................................................................................... 7
Phase 4: Data processing and analysis.............................................................................14
References.............................................................................................................. 17
Appendices............................................................................................................. 19
Appendix 1: Phase 2: Planning the research design.........................................................19
(b) Research tools and associated documentation.........................................................19
Appendix 2: Phase 3: Data gathering...........................................................................24

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Introduction
This report discovers the problem and define it in detail. It also demonstrates the research
methodology for completing the aim and objectives of research in a systematic manner. It
also presents the findings on the basis of data analysis and in the last, it presents the
recommendations.
Problem statement: A study on addressing the bubbles' purchase intention links with price,
knowledge, virtuous traits.
Phase 1: Problem discovery and definition
-Broad topic of the project
The topic of the project is to address the bubbles' purchase intention links with price,
knowledge, virtuous traits.
-Project brief
There are some investors who are questioning the viability of the strategy. They are also
concerned that whether moves to ethical products would have an unfavorable impact on their
investment and whether consumers are discerning. This research is done to get some
strategies regarding bubbles purchasing intentions. This research addresses the target market
regarding ethical products1. In order to justify the intended business approach, investors want
to understand when people say they are concerned regarding ethical consumptions, then it can
actually turn these concerns into buying intentions. They also identify more regarding the
viability and strategies of increasing the target market2.
1 Aschemann‐Witzel, Jessica, and Stephan Zielke. "Can't buy me green? A review of
consumer perceptions of and behavior toward the price of organic food." Journal of
Consumer Affairs 51, no. 1 (2017): 211-251.
2 Castro-González, Sandra, Belén Bande, Pilar Fernández-Ferrín, and Takuma Kimura.
"Corporate social responsibility and consumer advocacy behaviors: the importance of

APPLYING MIXED METHODS RESEARCH TO BUSINESS 5
-Discussion on terms and concepts
The above conceptual framework indicates that there are different independent variables such
as price, knowledge, and virtuous traits as well as, the dependent variable is purchase
intention. It shows that there is a positive relationship between purchase intention and price,
knowledge as well as, virtuous traits.
Hypotheses:
H1: Consumers are ready to pay for ethical products.
H2: A Consumer’s understanding regarding ethical consumption would affect their purchase
decision.
H3: Consumer virtuous traits with respect to a particular brand image can influence consumer
purchase intentions.
-Title
The title of the project is to address the elements that influence the buying decision of ethical
consumers.
-Research Aim
The aim of this research is to assess the components that can influence the buying judgment
of ethical consumers and executing significant strategies for supporting the company in
targeting its existing issue.
emotions and moral virtues." Journal of cleaner production 231 (2019): 846-855.
DV: Purchase
intention
IV3: Virtuous traits
IV2: Knowledge
IV1: Price

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-Research objectives
Following are the objectives of the research:
RO1: To address the readiness of consumers to compensate higher for organic products as
compared to non-organic products
RO2: To identify the role of brand loyalty in consumer purchasing decision while focusing on
ethical consumption
RO3: To determine the consumers understanding regarding role of ethical consumption in
their buying decision
-Research questions
RQ1: Are customers ready to compensate higher for organic products as compared to non-
organic products?
RQ2: Does brand loyalty affects buying decision of consumers in the context of ethical
products?
RQ3: Does knowledge of consumers regarding ethical consumptions would affect their
buying decision?
-Scope and direction of research
This research has a wider scope for investors to understand the links between bubble
purchasing intentions and price, knowledge, and virtuous traits. This research has also scope
for customers to understand ethical consumptions. This research would provide direction for
conducting further research on the topic of ethical consumption.
Phase 2: Planning the research design
a) Methodology
-Research philosophy
In the context of this research, positivism research philosophy is executed by an investigator
for obtaining in-depth information related to bubbles purchase intentions link to price,

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knowledge, and virtuous traits. Therefore, an investigator could arrive at a valid conclusion
about the investigation issue. On the other side, realism and interpretivism philosophies are
not implemented by the investigator because it is based on subjective nature. Positivism
philosophy is also used for proving the hypothesis and evaluating the results according to
simplification3.
-Research Approach
In order to conduct this investigation, the deductive approach is implemented as compared to
the inductive approach because it helps to develop the hypothesis with respect to the research
issue. This approach also makes it competent for an investigator to arrive at a reliable result.
On the other side, the inductive approach is not feasible for this investigation since there is no
requirement for developing the hypothesis about the research question4.
-Research design
Under this investigation, a mixed research design is executed by researcher with the purpose
of research because it considers the characteristics of both research design i.e. qualitative and
quantitative research design. In this context, theoretical data regarding bubbles purchase
intention links with price, knowledge, virtuous traits are developed by considering qualitative
research design5.
3 Quinlan, Christina, Barry Babin, Jon Carr, and Mitch Griffin. Business research methods.
South Western Cengage, 2019.
4 Gray, David E. Doing research in the business world. Sage Publications Limited, 2019.
Snyder, Hannah. "Literature review as a research methodology: An overview and
guidelines." Journal of Business Research 104 (2019): 333-339.
5 Taherdoost, Hamed. "Sampling methods in research methodology; how to choose a
sampling technique for research." How to Choose a Sampling Technique for Research (April
10, 2016) (2016).

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Moreover, interview tool is applied by the researcher in terms of capturing the qualitative
data. Along with this, belief and perception regarding research respondents are evaluated by
quantitative research design. Moreover, survey through questionnaire is used by an
investigator in terms of pooling the quantitative data6.
In terms of conducting this investigation, descriptive research design is chosen by an
investigator for doing an investigation. This kind of research design is advantageous for
investigators in terms of evaluating the association between purchase intention and price,
knowledge, virtuous traits7. It is also significant for creating cause and effect association
among several variables. On the other side, explanatory and exploratory research design is
not chosen through investigator since it is not primary research and there is no requirement
for capturing the depth information related to purchase intention links to price, knowledge,
and virtuous traits8.
-Research strategy
6 Reilly, Timothy M., and Raymond Jones III. "Mixed methodology in family business
research: Past accomplishments and perspectives for the future." Journal of Family Business
Strategy 8, no. 3 (2017): 185-195.
7 Basias, Nikolaos, and Yannis Pollalis. "Quantitative and qualitative research in business &
technology: Justifying a suitable research methodology." Review of Integrative Business and
Economics Research 7 (2018): 91-105.
8 Taherdoost, Hamed. "Measurement and Scaling Techniques in Research Methodology;
Survey/Questionnaire Development." International Journal of Academic Research in
Management. 6, no. 1 (2017): 1-5.