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

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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