Research, Development and Planning

This research focuses on understanding the changing shopping patterns of consumers in the clothing retail market. It explores the reasons behind these changes and the impact on company performance. The study also highlights the importance of analyzing customer behavior and provides strategies for retail sector analysis. The research is based on Next Plc, a British multinational retailer in the fashion industry.

RESEARCH
DEVELOPMENT AND
PLANNING

Table of Contents
Acknowledgement...........................................................................................................................3
INTRODUCTION...........................................................................................................................4
Research Background..................................................................................................................4
Rationale for the study................................................................................................................4
Scope of the study.......................................................................................................................5
LITERATURE REVIEW................................................................................................................6
Theme 1: Concept of shopping pattern of the consumers..........................................................6
Theme 2: Importance of analysing and studying the changes with respect to consumer buying
pattern..........................................................................................................................................7
Theme 3: Presenting different methods and strategies through which retail sector can analyse
the changes in the shopping pattern of consumers......................................................................9
METHODOLOGY........................................................................................................................12
Aim and objective.....................................................................................................................12
Research Type...........................................................................................................................12
Research Approach...................................................................................................................13
Research Philosophy.................................................................................................................13
Data collection..........................................................................................................................14
Data analysis.............................................................................................................................14
Sampling...................................................................................................................................15
Ethical consideration.................................................................................................................15
Research Limitation..................................................................................................................15
Reliability and validity..............................................................................................................15
Gantt chart.................................................................................................................................16
REFERENCES..............................................................................................................................17

Acknowledgement
I would like to thank to the University who provide me an opportunity to complete the
project in well manner.
I would also share my gratitude to my teachers who always ready to support me and
without their guidance I will not able to complete the proposal.
Next I would also thank my parents who support me economically and non-economically
manner. Last but not the least, I thanks my friends who are ready to solve my query and
encourage me to finish the project.

INTRODUCTION
Research Background
In this modern and advance world, the most essential thing for the company is to manage
and understand the shopping behaviour of the consumer. The major reason for this is that if the
company will not be in position to what the consumers are requiring then they will not be able to
meet the requirement of the consumers. The business will be only successful if the consumers of
the company will be satisfied. The main reason underlying this fact is that when company will
not take care of the consumer then the company will not be much profitable. Also, in the
changing environment, companies are also trying to focused upon different changes in customer
buying behaviour so that firms will offered the same products that helps to improve the overall
brand image of a company at global level. The present study will help to understand the shifting
shopping patterns in clothing retail market because this market is considered one of the most
fluctuating as compared to others. It is so because people are highly influenced by the social
media and that is why, they trying to use the same. Hence, through this study, scholar is able to
identify reasons of changing buying pattern among people that somehow affect the sales and
overall performance of a company
The present study is based over the company Next Plc which is a British multinational
footwear and clothing retailer which is headquartered at Leicester in UK. The company was
founded in the year 1864 by Joseph Hepworth and has a global presence. The company deals in
the fashion retail industry and here the analysis and evaluation of the shopping pattern of the
consumer is very essential. The shopping pattern of customer is defined as the trend which the
consumer is following in order to purchase the product and services of the company. hence, in
order to get the proper knowledge of the buying pattern of the consumer it is essential for the
company to evaluate the pattern or the requirement of the consumer. This will provide an outline
to the company that what the consumer is requiring and how the company will try to manage and
provide the requirement to the consumers (Feng and et.al., 2018).
Rationale for the study
In this highly competitive fashion industry environment there are many of the companies
which are dealing in the same product or the services. Hence, it is of utmost importance that the
company takes care of the consumer and their buying pattern. The major reason for this is that

when the company will undertake the analysis of the shopping pattern then this will provide a
clear view to the company that how they will be using the data relating to pattern of consumer
for shopping. This will be assistive to the company as if the company will be making the use of
the latest trends and the pattern of the consumer and then make the strategies in accordance to
need and requirement of the consumers.
Fluctuation in the fashion industry is considered an issue and as a result, most of the
people changes their shopping pattern accordingly. Thus, it is considered as an issue in their
current scenario but by analysing the trend with regards to shopping pattern and apply the same
within business will help the companies to meet their defined aim. Also, by using the thematic
data analysis, scholar easily present the entire findings that helps to examine the continuously
changing shopping trend of customers and answer the research questions as well.
Scope of the study
The present study is based upon identify changing shopping pattern in clothing industry
and this in turn help entire industry to examine the pattern so that they also offered the product
accordingly. Thus, the study is benefited to Next Plc and also identify different ways through
which the company meet their customers demand (Dahana, Miwa and Morisada, 2019). In
addition to this, the competitor of quoted firm is also benefited from this research because they
also take an advantage from the study by analysing number of strategies to identify the shopping
pattern of customers. On the other side, scholars who conduct the research on similar topic are
also benefited from this because they use current study as a secondary source in which they able
to understand the reason of sudden fluctuation within their shopping pattern.
Therefore, it can be stated that with the help of this research, it will be easy for the
scholar to identify the actual trend which assist customer to shift their shopping experience.
Overall the study will beneficial for the fashion industry in order to determine their actual trend.
In addition to this, most of the retail business will easily understand the frequent changes of
customers and then apply the same within their premises in order to meet the demand of a
business easily. Hence, the present study provides deep understanding pertaining to changing
customer buying behaviour while shopping and he reasons behind so, which in turn leads to
generate the best outcomes for the quoted business.

LITERATURE REVIEW
Literature review is the survey scholarly sources i.e. books, journals, articles and thesis
which is related to the specific topic and research questions. Therefore, it is used in research that
helps to develop a relationship of works in context of its contribution related to topic and other
works. In the same way, for the current section, scholar is also uses different secondary sources
which in turn leads to generate the best outcomes. The present section will discuss the concept of
shopping pattern of customers and then present the importance of analysing the changes
pertaining to customer behaviour. Along with this, by supporting author's point view,
investigator also examine range of strategies through which retail sector analyses the changes in
the shopping pattern of consumers.
Theme 1: Concept of shopping pattern of the consumers
In accordance with Greene (2021) shopping pattern refers to reason purchasing any
product by customers. Therefore, it is the habit and routine through which consumer establish
through the products and service they buy. Hence, shopping pattern are defined by the frequency,
timing and quantity through which the customer change their views. There are many patterns
which influence the pattern of customers in fashion industry such that place and location of the
purchase which means that customer enter into those shops which are establish at prime location
and while shopping their perception is also changes. Thus it clearly reflected that due to sudden
fluctuation within shopping experience, the brand image of the company is also affected. Feng
and et.al., (2018) share their own views by stating that frequency of shopping and time are
considered some of the main elements that assist to analyse he purchase decision of the
customers. Also, marketing manager of the company considered customer behaviour as an
important element of the business because through this they easily understand how to present
their product in market so that it will help to maximize the impact of consumer as well.
On the other side, the trend of fashion industry is also changes and that is why, it is
recognized as a fluctuating market which in turn affect the overall shopping experience of
customers as well. Jia and et.al., (2019) supported by stating that the shopping behaviour of the
customer is affected by marketing campaigns. Such that these tools uses as a reminder for
products that need to be bought regularly and it attract range of customers as well. In the era of
competition, most of the companies uses range of technique in order to attract range of customers
towards it. For example, influencers always attract consumers and as a result, they change their

buying pattern. Thus it will affect the overall shopping experience and sometimes shift from
other stores as well. That is why, it is necessary for the organizations to keep analyse the buying
pattern of customers so that it will helps to examine the demand and need of customers and then
offer the same as well.
In addition to this, there are many factors that affect the shopping pattern of customers
such that psychological, personal, social and geographical. As a result, it affect the entire
purchasing decision of the company in negative manner and this causes adverse impact upon
company's brand image as well. Therefore, every company operates under retail industry should
examine the frequent changes in customer's buying behaviour that somehow leads to meet the
demand so that it will cause positive impact upon the performance of a company. Thus, by
identifying the customer behaviour, retail sector uses effective marketing style that helps to reach
the wider range of customers towards it that somehow leads to generate better outcome as well.
Theme 2: Importance of analysing and studying the changes with respect to consumer buying
pattern
As per the views of Dahana, Miwa and Morisada (2019) for the company to be successful
the most essential thing for the company is to analyse and study all the changes taking place in
the buying or shopping pattern of the consumer. The major reason for this is that when the
company will study the recent changes taking place in the need and requirement of consumer
then this will increase the sales of the company. The major reason for this is that when the
company will take care of the consumer and their requirement then only the consumer will be
attracted towards the company. Hence, this will increase the consumer awareness for the
company and the operations of the company will increase. Christy and et.al., (2018) share their
opinion by stating that by analysing the changes in customer shopping experience, company
implemented those product which customer actually need. This in turn leads to increase the
performance of a company and generate the best outcomes as well. That is why, if marketers can
understand the likes and dislikes of consumers, then company is ready to implement the strategy
which in turn assist to meet the define aim and objectives of a company in better manner.
On the other side Syaekhoni, Alfian and Kwon (2017) argued that the major importance
of using the analysis of the consumer shopping pattern is that this will increase the knowledge of
the company relating to what currently is going in the market. The major reason for this is that
when the company will not be researching for the latest changes and trends of the consumer then

this will decrease the interest of the consumer from the company and its product. With the help
of the market research the company will be able to analyse what currently is going in the market
and among the consumers. Further as per the views of Sundström, Hjelm-Lidholm and Radon
(2019) another major importance for studying of the shopping pattern or the buying behaviour of
the consumer is that this may help the company in identifying the opportunities for development
of some new product or the service. The major reason for this is that when the company will try
to understand the shopping pattern of the company then it might be possible that they may find
some new business opportunity to be developed.
According to Doğan, Ayçin and Bulut (2018) the consumer buying pattern can be
analysed with the help of RFM model which is the marketing analytical tool which is utilized opt
implemented by the organization in order to identify their best customers. This is also used for
the purpose of determining and analysing the changing behaviour of the consumers by the way
of utilizing the certain measures. This model is dependent upon the 3 quantitative factors which
are referred to as the recency, frequency and monetary value. First recency, helps in determining
and evaluating how recently the consumer has made a purchase. The more recent purchase made
is likely to keep the business and brand in the mind for carrying out the future purchases in
comparison to the consumers who have not purchased for months or much longer time. This
information helps in reminding customers in revisiting the business and continue buying the
goods or availing the services. In effort to do this, it helps in taking care of the already existing
customers who have not made any purchase in a while.
The next factor is frequency which is as per the view of the Christy and et.al., (2018) accounts
for the frequency or the number of times the consumer has transacted. This affected by the type
of the product, price, requirement of replacement and so forth. This can be explained with the
help of an example, like when the consumer purchases groceries or the perishable goods, the
marketing efforts of the company would be directed towards reminding them to revisit the place
for repurchasing items like milk and eggs which have been depleted. As defined by Sari, Sergi
and Ozkan (2020) the monetary value is the last quantitative factor which build on the
lucrativeness of the expenditure the consumers makes in connection with the business pertaining
to buying of the goods. The businesses are natural inclined towards the encouraging customers to
spend the most. This will result into making generating better return on the investment in regard
to the marketing and the customer services. But on the other side, it also creates risk of alienating

customers who are the frequent buyers and are consistent with the business but have not spent
much in each of its transaction.
According to Ke, Jia-weng and Ji-hong (2018) all these 3 quantitative factors can be
utilized in order to reasonably predict how much likely or dis-likely a customer will be doing
business again with the company. This consumer buying behaviour model helps in effectively
making a comparison between the potential customers. This approach is not only used for
defining the segmentation of the customer analysis but along with this, it provides information
on frequent purchasing pattern or trend of the consumers. Apart from this, it constitutes the
recent purchase made and the profits obtained. In contrast to this, it is also crucial to understand
that the despite the relevant information which is gathered through the RFM analysis, the
organizations or firms is required to take into account that even the best customers may not want
to over-solicited and the consumers with the low ranking can be activated with the additional
marketing efforts. Author further stated that through the use of this model will be help in
effectively analysing the changing patterns and behaviour and attitude of the consumers so that it
can make changes in its strategies or the product or services which will help in grabbing the
attention of the consumers. In addition to this, it will also help in finding out the commonalities
and the differences among the consumers who repeat the purchases or who don't. This
consequently leads to understanding the gaps in the consumers experience which is than further
analysed and turned into strategies which can be useful in determining the changes which are
essential for putting into place and thus, is essential for every business entity to keep a note of
the same for ensuring success.
Theme 3: Presenting different methods and strategies through which retail sector can analyse the
changes in the shopping pattern of consumers
After the pandemic, entire retail sector affected the business in negative manner. Such
that most of the customer changes their preferences and shift towards another brand where they
find good stuff. Thus, industry need to identify the changes in their customer's shopping pattern
so that they implement the strategy accordingly. Li, Hallsworth and Coca‐Stefaniak (2020)
reflected in their study that retail sector must uses different customer behaviour analytics
platform which in turn assist to exactly determine the shopping pattern of customers. Such that
HubSpot is one of the highly used platform by retail industry in which different Customer

relationship management features provide unique insight on customer characteristics and
engagement activities. With the help of such tool, companies are able to determine the preference
of customers and traffic on its engagement history (Different strategies of customer behaviour
analysis, 2020). In addition to this, it also offers an automatic attribution function which also
applies characteristics, once the contact completes its action. Loxton and et.al., (2020) critically
evaluated that the web application is not worth the cost and that is why, most of the firms do not
uses such because its maintenance requires additional human resources which a firm cannot
afford. Instead of such applications, organizations uses ActiveCampaigns which provides better
automation and reporting features to their users.
In addition to another strategy which a retail sector may uses in order to examine the
actual perception of customer pertaining to their own shopping pattern is Survey. Pantano,
Priporas and Stylos (2018) explain that it is one of the best qualitative method that help
companies to understand the views of many users with regards to their purchasing pattern. In
this, questions are designed by companies in which quality, customer service are included that
helps to identify the overall service offered to users. For that, chosen company may ask their
regular customers to fill the survey in order to examine their preference with regards to specific
brand. Through this strategy, company is also able to examine the actual performance and
loopholes which a firm needs to improve so that range of new customers will also attracted.
Griva and et.al., (2018) argued that customer may not feel encouraged to provide accurate and
honest answers and even they are not comfortable to provide answer which present themselves in
a unfavourable manner. As a result, company may get wrong results and sometimes did not
identify the loopholes within a business. So, it is depend upon the requirement of a company in
which it chooses the right methods that provide accurate outcomes.
According to Kahn (2018) Social media Monitoring is another strategy which is opted by
the companies in order to control the commitment with customers. Many companies deal in retail
industry uses different forms of social media marketing strategy in order to keep their customers
aware about new offerings. That is why, using this as method to analyse the changing pattern of
customers within a business is more beneficial. Social networks especially Facebook is
becoming a common element of commercialization of many business and also preferred by
customer in order to get any information. In the same way, customer share their views, service
experience and may file complaints that also assist firm to keep track upon the customers need

and their preferences for any specific products. Doğan, Ayçin and Bulut (2018) argued that due
to lot of negative comments on such platforms also affect the overall business brand image in
negative manner. As a result, company loose their potential customers and it might appear
inauthentic as well. That is why, it has to make sure that implementing any strategy also have
both pros and cons. So company should also implement any method to overcome such negative
impact of such strategies which in turn leads to identify exact shopping pattern.
On the other hand, Customer intelligence Plus is another strategy which retail sector used
in order to examine the views of people regarding to specific brand. This software is especially
designed in order develop the dashboard that assist to improve the customer experience. Bălan
(2021) also supported the same by stating that by provide personalized top trending and
recommendation for you is considered the best and effective features which assist to share
customer's experience. Therefore it is another good strategy that retail sector is used after the
pandemic time so that effective many development measured may implemented in order to gain
accurate results. On the others side, it is critically evaluated by Lorenzo-Romero and et.al.,
(2021) that due to implementation of customer intelligence plus within a business may leads to
decrease the performance level of company in the term of finance. It is so because it is not easy
to install such software within a business, as it requires experts who knows how to run such
application. But for that company has to invest lot amount that helps to successfully launch this
in order to analyse the changing shopping pattern of customers within retail industry.

METHODOLOGY
Research methodology is the specific procedures and tools which is used to identify,
select and analyse the information about a topic. With the help of this section, scholar is able to
critically evaluate the study's overall validity and reliability. In this specific key elements will be
chosen that helps to conduct the entire research in more effective manner. Also, by applying the
research onion, entire research methodology specify which methods are selected in order to
conduct the entire research in better manner. These are as mentioned below:
Aim and objective
Aim
“To analyse the impact of the frequent changes in the shopping pattern of consumer in clothing
retail market”
Objective
 To develop understanding relating shopping pattern of the consumers.
 To examine the importance of analysing and studying the changes with respect to
consumer buying pattern.
 To critically evaluate the different methods and strategies through which Next plc can
analyse the changes in the shopping pattern of consumers.
 To recommend some of the measures to effectively comply with the changes taking place
in the shopping pattern of the consumers.
Research questions
1. What is concept of shopping pattern of the consumers?
2. What is the need or importance of studying the changes in shopping pattern of the
consumer?
3. What are the different methods and strategies through which company can study the
shopping pattern of the consumers?
Research Type
In research methodology section, there are three main types of research that scholar
actually used in order to generate better outcomes. Such that qualitative which determine only
non-numerical data in order to understand concepts and opinions (Basias and Pollalis, 2018).

With the help of this, in-depth insights into a problem can be used to generate new ideas. Next is
quantitative research type which is a process of collecting and analysing only numerical data.
With the help of such method casual relationship will be identified in order to generate best
results. Last is mixed research which is a mixture of qualitative and quantitative that also helps to
generate the best osteotomes.
From these, Qualitative research type will be adopted by the scholar in order to assessing
the impact of the frequent changes in the shopping pattern of consumer in clothing retail market.
That is why, aspects with regards to shopping pattern of customers are theoretical which in turn
can be addressed through qualitative investigation. In addition to this, with the help of such
method, investigator will examine frequent changes in the customer buying behaviour and this in
turn provide valid outcomes as well.
Research Approach
The plan and procedure for a research which extend the steps from broad assumptions
into detailed methods of data collection is known as research approach. With the help of this,
problems will be solved so that effective decision can be taken. There are three types of research
approach such that inductive which starts with observation and theories that proposed towards an
end of research approach (McPherson, Reese and Wendler, 2018). Next is deductive which is
completely relied upon quantitative research in order to test the theories. Third is abductive
which is designed to minimize the cons of deductive and inductive research approach.
Therefore, researcher will uses inductive research approach because it assist in analysing
and making assessment of qualitative study instead of quantitative. That is why with the help of
such approach, scholar is able to evaluate the impact of the frequent changes in the shopping
pattern of consumer in clothing retail market.
Research Philosophy
It is the belief about the way through which the data about a phenomenon which must be
gathered and analysed in order to generate the best outcomes. There are two main types of
philosophy which can be used by the scholar such that Interpretivism which helps to integrate the
key element into the study. Whereas, positivism philosophy which adhere to factual data which
is gained through an observation by the scholar.
In order to assessing the impact of the frequent changes in the shopping pattern of
consumer in clothing retail market, interpretivism research philosophy will be adopted. In

addition to this, with the help of chosen philosophy scholar will usually focused on the meaning
and may employ multiple methods in order to reflect various aspects of an issue. Hence this in
turn assist to generate the best outcomes pertaining to chosen topic.
Data collection
Data collection is the process which is used to gather and measure the information on
variables that assist to answer the research questions. With the help of this strategy, scholar also
identify the problems and tries to solve the issues in order to generate the best outcomes. There
are two types of data collection methods which will be used by investigator for this current
study. Such that with the help of primary data collection methods, scholar will able to provide
fresh and valid information by using survey method (Mohajan, 2018). Under this, questionnaire
will designed in which questions are asked pertaining to changing shopping behaviour. On the
other side, with the help of secondary research, relevant scholarly articles, books and journals
are chosen that assist to conduct the study in more precise manner.
Therefore, by using both types of data collection methods, scholar will able to meet the
define aim and objectives. Along with this through secondary data collection method, previous
or past studies pertaining to shopping pattern will be assessed for developing brief thesis.
Data analysis
The process is all about cleaning, transforming and modelling the data in order to
discover the useful information so that effective results can be taken. There are two types of data
analysis method which can be used by the scholar in order to generate the results such that
thematic data analysis which in based upon qualitative study. Whereas, data generated from
SPSS software is another type which is based upon quantitative research and also complied with
numbers. In the same way for the present study, thematic data analysis will be taken because it
aid to analyse the qualitative data effectively (Kumar, 2018). Along with this, different graphs
and tables will be designed in order to present the entire data in more effective manner.
Therefore, with the help of thematic data analysis section scholar is able to examine the views of
selected respondents pertaining to frequent changes in their shopping pattern within a retail
industry. This in turn generate the best outcomes and conduct study in well manner as well.

Sampling
Sampling is the process which is used in statistical analysis where a predetermined
number of observation are taken from the population. Therefore, its main purpose is to
provide various types of statistical information by selected few units. There are two types of
sampling method such that purposive and non- purposive (Elsayed, 2021). So between both
methods, simple random sampling method under purposive will be chosen by the scholar in
which 20 customers of Next Plc selected. With the help of chosen sample size, suitable outcome
can be derived by complying with defined aim and objectives.
Ethical consideration
To conduct the research in effective manner, there is a need to used all ethical principles
so that effective results will be generated. Further, scholar should also take consent prior to the
selected respondents so that they provide valid results. Along with this proper confidentiality will
be maintained and must comply with Data protection Act in order to protect the personal
information from third party (Garcia-Arca and et.al., 2018). In addition to this, there will be no
miss-communication between respondents and scholar, otherwise it will lead to provide wrong
results. That is why, scholar should comply all the ethical consideration that assist to provide the
effective results.
Research Limitation
While conducting the research, time, money and unavailability of sources are recognized
as a main limitation of the research. Due to having limited time frame and money, scholar do not
use quantitative tool in order to analyse the data. This is because the method complied with SPSS
tool which took enough time to generate the best outcome. That is why, to avoid such limitation,
thematic data analysis will be used because it is more suitable for the present study. On the other
side, to avoid the limitation of unavailability of sources, keyword of scholarly articles will be
assessed in which relevant journals and material chosen that assist to meet the defined aim of the
study in effective manner.
Reliability and validity
These are the important key aspect of the research that helps to identify the consistency
of a research. Hence by considering the validity aspect, scholar uses those articles which are
published after the period of 2015. In addition to this, scholar also considered research topic

articles that helps to provide valid results and meet the defined aim as well. Further, all the
copyright protected sources will be considered under secondary research that reflect the
reliability aspects of a research. Therefore, by considering such key aspects within a research,
scholar is able to accomplish the defined aim and answer research questions as well.
Gantt chart
Task
Mode Task Name Duration Start Finish Predecessors
1 Selecting topic 4 days Thu 1/21/21 Tue 1/26/21
2 Developing Aim and
objectives 2 days Wed 1/27/21 Thu 1/28/21 1
3 Reviewing the various
literature 8 days Fri 1/29/21 Tue 2/9/21 1,2
4 Identifying the various
methods of research 4 days Wed 2/10/21 Mon 2/15/21 2,3
5 Submitting the proposal 1 day Tue 2/16/21 Tue 2/16/21 4
6 Waiting for feedback 5 days Wed 2/17/21 Tue 2/23/21 5
7 Modifying and
submission 2 days Wed 2/24/21 Thu 2/25/21 6

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