Impact of Customer Buying Preference on Organisational Performance in the Hospitality Industry

This research proposal aims to analyze the impact of customer buying preference on the organizational performance in the hospitality industry, with a focus on Starbucks. The research will assess the importance and impact of consumer buying preference on organizational performance and recommend strategies for improving profitability. The research questions will explore the meaning of customer buying preference, the role of understanding customer buying preference, the impact of changing customer behavior on profitability, the challenges in evaluating customer buying preference, and ways to maintain consumer buying behavior. The research will use qualitative research methods and simple random sampling for data collection and thematic analysis for data analysis.

RESEARCH PROPOSAL

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
Research Title
To analyse the impact of customer buying preference on the organisational performance
in the hospitality industry of the Malaysia. A study on Starbucks
Aim
“To understand influence of customer buying preference on organisational performance.”
Purpose and Problem Statement
The research will be conducted to assess the importance and impact of consumer buying
preference on organisational performance. It is essential as buying behaviours of the consumers
have strong influence over the operations of business. Research will help to frame effective
marketing policies and strategies for the business to improve organisation performance.
Company is facing issues in understanding the consumer buyer preference in market of Malaysia
which is impacting the organisational performance. There is great need to understand the impact
for improving the profitability of company.
Research Questions
 What is the meaning of customer buying preference in the food & beverage industry ?
 What is the role of understanding customer buying preference for enhancing the
organisational performance ?
 What is the impact of changing customer behaviour on the profitability of the Starbucks ?
 What are the challenges faced in evaluating customer buying preference in the market ?
 What are the ways through which consumer buying behaviour could be maintained by the
Starbucks
Research Objectives
 To analyse the concept of customer buying preference in regard to food
& beverage industry
 To evaluate the role of understanding customer buying preference in
regard to enhancing organisational performance.
 To understand the impact of changing consumer behaviour on
profitability of Starbucks.
 To assess the challenges related to evaluating customer buying
preference in market.
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 To recommend the best ways through which consumer buying behaviour can
be maintained by Starbucks
Research Framework
Research Methodology
Research Methods
Research method refers to the type of research that will be conducted by the researcher.
There are mainly three types of the research methods that are quantitative, qualitative as well as
mixed. In the quantitative research method researcher makes use of numericals, non -descriptive
information and also applies different mathematical plus statistical tools to analyse data and
information. The process is iterative as under this method scholar is required to evaluate the
outcomes obtained from carrying out the analysis using different tools. Quantitative research is
used when the topic involves collection and analysis of numerical data. This is used for finding
the patterns and the averages, making predictions about the probable outcomes, to test the causal
relationship and for generalising the results over wider populations. It is opposite of the
qualitative research method. The quantitative research method is used for the correlational,
descriptive or the experimental research (Mohajan, 2018). In the descriptive research, scholar
seeks for the overall summary of the studied variable, in correlational research relationship
between the study variables are investigated. In the experimental research systematic
examination of the cause and effective relationships among the variables are identified.
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Experimental and correlational research could be used for formally testing hypotheses or making
predictions using the statistics. Results derived from the research could be generalised over
broader population based over sampling methods used.
On the other, qualitative research method is non numerical, descriptive and also involve
reasoning for the information or views framed. The method aims at evaluating the reasons and
how they could influence decision framed by the researcher. This method helps in better
understanding of the opinions, concept or the experiences. Research is also used for gathering
deep insights of the problems and generating new thoughts for the research. The method is used
for understanding the theories and concepts related to the topic. There are different approached
for the qualitative research, these methods are flexible and focus over retaining the rich meaning
while interpretation of the data. Mainly used approached under the research are ethnography,
grounded theory, action research, narrative research and the phenomenological research. The
have some similarities and emphasize over the different aims as well as perspectives. The
different methods that could be used in the qualitative research are observations, interviews,
focus groups, secondary research and surveys.
In the current research, qualitative research method will be used as the topic is concerned
with understanding the consumer buying preference which is theoretical aspect. The method will
enable the researcher to understand the buying preferences using descriptive information and for
interpreting the data more effectively and drawing more reliable conclusions (Zangirolami-
Raimundo, Echeimberg and Leone, 2018). Though there are several approachers for analysing
research data but this method is best suitable as it emphasize over different concepts. Also this
method is more flexible and helps in deriving new concepts or ideas on the research topic.
Sampling Method
It refers to the statistical process in which subset are selected of population of interest for
making statistical inferences and making observations about the population. Sampling process
comprises of different stages. First stage of the method is concerned with defining target
population. Stage two is concerned with choosing sampling frame. It is accessible section of
target population from which sample is drawn. Last stage involves choosing sample from
sampling frame through well defined technique. In the market research different methods are
sampling methods are used. The techniques under sampling are grouped in mainly two
categories which are probabilistic sampling and the non probabilistic sampling. The probabilistic
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sampling method is used when generalisations of the results is essential for the study, however
there could be unique circumstances, where the non probabilistic sampling could be also
justified. The probabilistic sampling refers to a tool where scholar set selection of the few criteria
and also chooses members of the population randomly (Ørngreen and Levinsen, 2017). Under
this method all the members of the population have equal opportunities to become part of sample
with selection parameter. On the other the non probabilistic sampling means the process in which
members are selected at random for the research. Sampling method is not predefined selection or
fixed process. It makes it difficult for the elements of population to have the equal opportunities
for selection and of being included in the sample.
The probability sampling is furthermore divided in various techniques like simple
random, cluster, systematic and stratified random sampling. Simple random sampling technique
is considered as best technique that saves time and the resources. It is reliable method for
obtaining the information where each member of the population is selected at random by chance.
In this technique every individual have same probability of being selected in the sample. Cluster
sampling refers to the method where researchers divide entire population in various sections or
the clusters representing population. The clusters are identified as well as included in the sample
based over demographic parameters such as sex, age, location etc. It makes it easier for the
survey creator to effectively derive the inference from feedback (Ngozwana, 2018). Systematic
sampling is used for selecting the members from population at the regular intervals. This requires
selection of the starting point for sample and for sample size that could be repeated over the
regular intervals. It has predefined range therefore is least time consuming. Last is the stratified
sampling where population is divided into the smaller groups that do not overlap and represents
entire population.
Research in the present research will use simple random sampling method under the
probabilistic sampling. This approach of sampling has been used as the research will be carried
out to understand the customers as whole from the populations. It will be selecting 50 managers
of different companies for responding to questionnaire. The method will enable the researcher to
draw more accurate conclusions regarding the population. The sampling method is cost efficient
as well as save time which will help the researcher to carry out research within the limited time
frame. To understand the consumer preferences simple random sampling will derive reliable
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results (Abutabenjeh and Jaradat, 2018). It reduces the sample biases and is mostly negligible
which leads to higher appropriateness of the sample.
Data Collection
In the research, data collection refers to process of information gathering from all
relevant sources for finding answers to research problems, testing hypotheses as well as for
evaluating the outcomes. Hypotheses are evaluated by the researcher in the basis of data gathered
and collected. Data collection methods depend on the type of research being conducted.
Component data collection is common in most of the fields of study like social, physical,
business, humanities, etc. The methods could vary by the discipline, while the emphasis is laid
over collecting honest and accurate information is same. Regardless of field of the study or the
preference to define data, accurate data collections is important for maintaining integrity of the
research. Selection of the appropriate data collection methods and clearly delineated frameworks
for correct use reduces the chances of errors or mistakes in data collection. The improper choice
of the data collection method could lead to diversified and confusing results. Degree of the
impact due to faulty data collection method could vary by the discipline and nature of the
investigation and there is potential of causing proportionate harm. There are two mainly used
data collection method which are primary and secondary.
Primary information is the one which is collected or obtained directly from first hand
sources through surveys, experiments or the observations. Primary collection is classified on
quantitative and qualitative method (Hay and et.al., 2019). Qualitative information does not
includes mathematical calculations and the method is associated closely with the elements which
are not quantifiable. The method involves gathering data through questionnaires, interviews, case
studies etc. Quantitative data collection method includes gathering statistical and mathematical
data that will enable the researcher to derive correlations, regression, mean, methods or the mode
measures. It is cheaper than the qualitative method and could be applied over short time period.
In case of secondary data collection method scholar collects data which is collected by
someone else rather than actual user. In simple words information is readily available and will be
used for analysis. The secondary data is available in the published news paper, books, online
portals, magazines etc. There is abundance of the data available over these sources related to the
research area regardless of nature of research. Application of the adequate criteria for selecting
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the secondary data which will be used in study play important role to increase the validity and
reliability of the research.
Researcher will be using both the method of data collection. Questionnaire method will
be used for gathering data related to the influence of consumer buying preference. It will enable
the researcher to draw conclusions from the real world on primary basis. On the other as the
research area in mainly qualitative therefore secondary collection method will be used. In this
method data will be collected from the books, journals and magazines of recognised authors.
Online sources and scholarly articles will also be used for gathering the data related to the
research (Papachristos, 2018). Also the researcher will use data of the last five years that will
help in drawing results from recent data and information. Both the data collection method will
gather the data which is authentic and will enable the researcher to draw more reliable
conclusion.
Data Analysis
In the research methodology data analysis could be describes as the process which is used
by the researcher to data related to story and interpreting it for deriving useful insights. This
process is also used for reducing large chunks of data in smaller fragments that make some
sense. In the data analysis three essential things are to be taken care in which first is data
organisation. Categorisation and summarisation contributes to become second well known
method which is used for the data reduction. The process helps to identify the themes and
patterns in data for linking and identification. Last way is the data analysis in which researchers
could use both bottom-up and top-down fashion. Data analysis is also recognised as process that
represents application of the inductive or deductive logic to research and for data analysis.
Researchers rely over the data because they have the topic and problems for resolving.
Irrespective of data type, the researchers have to explore objective of the research they are
carrying. Data related to the research is gathered from the different sources (Ngozwana, 2018).
Once data is gathered, it is then analysed and reviewed to derive the findings or drawing some
conclusion. Data analysis possess a critical role in the research as it evaluates the data and
information gathered from different sources. There are different method of data analysis in which
two main method of data analysis are thematic analysis and SPSS.
Thematic method of the data analysis used for qualitative data. The analysis is applicable
to the texts. In this method the researcher examines closely the data for identifying the common
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themes like ideas, topics and the pattern of meanings that comes repeatedly. Various methods are
there for conducting the thematic analysis. Thematic method of data analysis is approach for
research when the researcher tries to identify something related to people's opinions, views,
values or experiences from the qualitative set of data. Thematic analysis allows flexibility in
data interpretations and allows researcher to approach over the large set of data easily sorting
them into broader themes. Thematic analysis is subjective and relies over judgement of the
researcher.
In the thematic analysis research is further divided into deductive and inductive approach.
The inductive approach of thematic analysis involves allowing data to determine the themes. The
deductive approach in thematic analysis involves coming to data with preconceived themes that
is reflected based over existing theory or knowledge. There is well defined structure in the
thematic analysis which starts with familiarisation, coding, generating themes, reviewing themes,
defining and naming the themes and writing up (Papachristos, 2018). Thematic analysis of data
uses images, descriptions and symbols at times. This is typically used for the exploratory
research as well as data analysis.
In the research for analysing the impact of consumer buying preference on organisational
performance researcher will be using thematic research. Thematic analysis is used by the
researcher where the research topic is qualitative. This method of research will help in analysing
the data and information gathered more accurately. Consumer buying preference could be better
researched in qualitative aspect. Thematic analysis will help researcher to evaluate the data
gathered related to consumer buying preference more accurately and collectively. In depth
evaluation will be carried using the thematic analysis to ensure that conclusions and results
drawn from the data analysis are correct and accurate.
Ethical issues, validity and reliability
Ethics refer broadly to set of rules both written as well as unwritten which govern
expectation of own and others behaviour. In research ethics refers to set of the ethics which
governs how scientific and the other research is performed. The research will be carried out with
integrity and honesty and is applicable to all the methods, results and data. There will be nothing
done in research that leads to harm or which could be construed as misleading anyone. The
research will avoid any biases in the research including data analysis, design, peer review and
interpretation. The researcher will not influence the research due to the personal or financial
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interest. Researcher will be carrying out research with objectivity (Phillips and Ritala, 2019).
Careless mistakes will be avoided in the research and proper review of the work and will be
ensuring that the results drawn are credible. Records of research will also be maintained at safe
place for future reference. Researcher will share the results and data with new tools that would
be developed from the research. The research will be carried out by researcher properly and will
not be copied from any source or data of previous researcher. Researcher will ensure that the
laws and regulations are complied while carrying out the research.
In the research no harm will be made to the individuals participating or involved in the
research. It aims that benefits are maximised for both people and participants. The response from
managers will not be taken applying any coercion or force. They will be made to fill consent
form that specifies that all the responses are given at their will. The confidentiality and privacy
of the respondents will be maintained.
The research will be valid as the researcher will be using the published articles and
journals by recognised authors that are authentic. It will be using copyright and information from
the reliable sources that are reliable and accurate. Books and scholarly articles of the last five
years will be used. Seniors and experts of the research area will be consulted from drawing more
accurate and reliable conclusions from the research. They will help to understand the information
and their context in more accurate manner (Abutabenjeh and Jaradat, 2018). The authenticity of
the information gathered and proper guidance regarding the research area will help in drawing
more accurate results and conclusions. It will increase the reliability of research outcomes
derived by researcher.
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Gantt Chart
Network diagram
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Time scale
Task
Mode Task Name Duration Start Finish Predecessors
1 Selecting topic 2 days Mon
10/26/20 Tue 10/27/20
2 Developing Aim and
objectives 3 days Wed
10/28/20 Fri 10/30/20 1
3 Drafting PMP 4 days Mon 11/2/20 Thu 11/5/20 1,2
4 Literature Review 2 days Wed
10/28/20 Thu 10/29/20 1
5 Detail research
methodology 4 days Fri 11/6/20 Wed
11/11/20 4,2,3
6 Collecting data 2 days Thu
11/12/20 Fri 11/13/20 5,2
7 Designing questionnaire 3 days Mon
11/16/20
Wed
11/18/20 6
8 Sending questionnaire 4 days Thu
11/19/20 Tue 11/24/20 7
9 Data Analysis 3 days Wed
11/25/20 Fri 11/27/20 7,8
10 Conclusion 2 days Mon
11/30/20 Tue 12/1/20 9
11 Formatting 2 days Wed 12/2/20 Thu 12/3/20 10
12 Submitting Project 1 day Fri 12/4/20 Fri 12/4/20 11
13 Waiting for feedback 4 days Mon 12/7/20 Thu 12/10/20 12
14 Modification 2 days Fri 12/11/20 Mon
12/14/20 13
15 Submitting project after
modification 1 day Tue 12/15/20 Tue 12/15/20 14
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REFERENCES
Books and Journals
Abutabenjeh, S. and Jaradat, R., 2018. Clarification of research design, research methods, and
research methodology: A guide for public administration researchers and
practitioners. Teaching Public Administration.36(3).pp.237-258.
Hay, F.R. and et.al., 2019. Seed longevity phenotyping: recommendations on research
methodology. Journal of experimental botany.70(2).pp.425-434.
Mohajan, H.K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People.7(1). pp.23-48.
Ngozwana, N., 2018. Ethical Dilemmas in Qualitative Research Methodology: Researcher's
Reflections. International Journal of Educational Methodology, 4(1), pp.19-28.
Ørngreen, R. and Levinsen, K., 2017. Workshops as a Research Methodology. Electronic
Journal of E-learning.15(1).pp.70-81.
Papachristos, G., 2018. A mechanism based transition research methodology: Bridging analytical
approaches. Futures.98.pp.57-71.
Phillips, M.A. and Ritala, P., 2019. A complex adaptive systems agenda for ecosystem research
methodology. Technological Forecasting and Social Change.148.p.119739.
Zangirolami-Raimundo, J., Echeimberg, J.D.O. and Leone, C., 2018. Research methodology
topics: Cross-sectional studies. Journal of Human Growth and Development.28(3).
pp.356-360.
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APPENSIX
Questionnaire
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Name:
Age:
Gender:
QUESTIONNAIRE
1. How much experience of work do you have in your company?
 0-6 years
 6-12 years
 12- 24 years
 More than 24 years
2. Do you have understanding related with the concept of customer buying preference ?
 Yes
 No
 Maybe
3. Do you agree, customer buying preference improves performance of the food & beverage
industry ?
 Agreed
 Highly agreed
 Disagreed
 Highly disagreed
 Neutral
4. Do you think, purchasing attitude influence the buying behaviour of the customers?
 Yes
 No
 Maybe
5. According to you, what are effective marketing strategies which influence the customer
buying preference?
 24/7 home delivery
 Advertising
 Engaging on social media platforms
6. Do you agree, managers who are aware of the buying behaviour of the people could better
satisfy the needs of consumers?
 Agreed
 Highly agreed
 Disagreed
 Highly disagreed
 Neutral
7. Do you think, changing consumer behaviour has impact on the profitability of the company?
 Yes
 No
 Maybe
8. Do you think, change in the consumer preference is seen mainly due to changes in the habits,
fashion and other factors?
 Yes
 No
 Maybe
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9. What are the challenges faced in evaluating customer buying preference in the market?
 Fixing customer base in the market.
 Continuously changing needs of customers
 Changing market trend
 Others
10. What are the ways through which consumer buying behaviour could be maintained by the
Starbucks?
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