Investigation of Consumer Preferences and Experiences in Takapuna Town Center

Running head: RESEARCH PROPOSAL
Investigation of Consumer Preferences and Experiences in Takapuna Town Center
Name of the Student:
Name of the University:
Author Note:

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RESEARCH PROPOSAL
Abstract
The study provides the understanding of the consumer preferences and its importance to
provide better experiences. Business marketers mainly design their products or services to
provide best experiences to their consumers that eventually help them in increasing their
profit revenue. The study is mainly concentrating on analysing the significant of consumer
perception that shifts towards the effective experiences. The positive experience help the
business marketers generating more revenues to participate in a competitive landscape. This
research analytical research design is essential to understand the study by analysing each
component of the same. The research framework is designed according to the theoretical
framework for every research. This research analytical research design is essential to
understand the study by analysing each component of the same. The research framework is
designed according to the theoretical framework for every research. While providing the
better services to the consumers, it is important to analyse their preferences in a more specific
way. Understanding their preferences help the business marketers to design their products
and services and gather more customers’ interests.

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RESEARCH PROPOSAL
Table of Contents
1. Introduction............................................................................................................................3
1.1 Company Background..........................................................................................................3
1.2 Objectives of the Study........................................................................................................3
1.3 Gap Identification.................................................................................................................3
1.4 Opportunity or problem statement.......................................................................................4
1.5 Justification of Choosing the Study and the expected outcome...........................................4
Literature Review:......................................................................................................................4
Conceptualising Town Centre:...............................................................................................5
Understanding Consumer Behaviour:....................................................................................6
Reflecting on Customer Experience:.....................................................................................8
3. Research Questions:.............................................................................................................10
3.1 Theoretical Framework:.....................................................................................................10
3.2 Research Questions/Hypothesis.........................................................................................10
4. Research methodology: quantitative positivist....................................................................11
4.1 Research design..................................................................................................................11
4.2 Data collection...................................................................................................................12
4.3 Data analysis......................................................................................................................13
5. Ethics....................................................................................................................................14
6. Significance of the Research and Limitations......................................................................14
7. Timeline:..............................................................................................................................16
References:...............................................................................................................................17

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RESEARCH PROPOSAL
1. Introduction
1.1 Company Background
Takapuna Beach Business Association in Auckland has been strengthening the
position in the local business ground and community since its establishment in 1948
(Panuku.co.nz, 2019). Having a mission to promote the economic growth for the members
through development, strategic planning, and collaboration with key stakeholders. Takapuna
Town Centre is one part of this business organisation that has been serving its consumers
more efficiently by offering them the most remarkable shopping experiences and gaining
ideas of their preferences.
1.2 Objectives of the Study
 To understand the conceptual and theoretical background of customer preferences and
experiences
 To evaluate the necessity of understanding the consumer preferences and experience
at Takapuna Town Centre
 To critically analyse the gaps and loopholes faced by the organisation to provide
better experiences to their consumers
 To provide preferable recommendations to overcome the challenges
1.3 Gap Identification
The major gap in the study is to conduct only the quantitative research. The time and
resource limitation is the major obstacle in conducting the core areas of the subject matter.

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RESEARCH PROPOSAL
1.4 Opportunity or problem statement
The major issue identified in analysing the consumer preferences and experiences in
Takapuna Town Centre is the emerging competitiveness. It has been observed that the
technological advancements have been leading the organisations adopting the diverse
strategic decisions that help in understanding the consumer preferences. Accordingly, these
business marketers develop their strategic focus to provide them best experiences.
Understanding the market demands would thus help the organisation to develop more
appropriate strategic decisions to increase their revenues.
1.5 Justification of Choosing the Study and the expected outcome
The study will provide the in-depth analysis of the consumer preferences and its
importance to provide better experiences. It will help the business marketers to increase their
revenue. The study will formulate the structured literature review and the methodological
analysis to conduct these major area of research. It can be expected that the research will
provide more preferable understanding of the customer preferences that help the organisation
in strengthening their competitive ground.
Literature Review:
A literature review is generally referred to the review of the articles that are done by
the scholars on a particular topic, including the current knowledge of that particular topic and
substantiate evidence based research on the same. These are essentially research findings
including the theoretical and methodological understandings on the same, and are essentially
regarded as the secondary sources of research and generally found in the academic journals as
they have an academic orientation (Bassan et al., 2014). However, the literature reviews are
not to be confused with the book reviews, as they are different than form the ones that are
published and are essentially kept to the academic journal.

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RESEARCH PROPOSAL
Conceptualising Town Centre:
In order to grow a shopping mall within a town it is important to understand the town
centre or the town structure of the place. A town centre is the geographical and commercial
centre of an area and is essentially associated with the shopping mall or the retail centres of
the place. The town centres are also the major communication centre or the major public
transport hub of the place. Therefore, as understood the road transport is an essential part of
the town centres (Berry, Deddis & McGreal, 2013). According to the researchers, transport
system or condition of any town is the backbone of the economic, social and industrial
backbone of the town, and has a two dimensional role of utilising the time and space.
According to Marshall, the transportation of a place essentially refers to the transportation of
people and goods from one place to the other and is regarded as one of the most important
aspect of the human conducts in the and advancements that have been made by the human
beings (Machettini, et al., 2014). Therefore, in case of a town centre that is regarded as the
heart of the town, an advanced commutation service or transportation system is viewed as a
need in the town centre, which will enable the people belonging to the commuter’s zone to
easily commute to the place and also the town centre should have a commutation system that
will include all sorts of commutation systems (Tallon, 2013). Therefore, in light of this, the
regeneration and the growth of the town centres must also be evaluated. The concept of town
generation is a complex concept that is related to certain multidimensional approaches and
challenges that re not easy to be dealt with. Therefore, to evaluate the growth and
regeneration of the town centres that includes capital building, business development, public
realm, marketing and promotion. The regeneration approach is essentially related to the
quantifiable change within the performance and perceptions of the people of town. The
regeneration of town approach includes the physical, economic, environmental and social
interventions within and outside of the town centre. According to Donaghy, Findlay & Sparks
(2013), the regeneration of the town centres essentially includes three aspects. Thematic