Identifying a Research Question for the Dissertation/Project

Identifying a Research Question for the
Dissertation/Project
WORKSHEET FOR RESEARCH
DISSERTATION PLAN
This template is to assist you in preparing your Research Dissertation Plan. Your research Plan is the
foundation of your dissertation. Please bring the sheet with you to the research tutorials to
demonstrate your progress – this is a record of your work-in-progress
Student’s Name Supervisor
Student’s Number Date Allocated
*2 What are the possible
sources of your research
question?
These may include academic
subjects you have studied,
your (business related)
personal experience, your
future career intentions.
Above all the topic should
arouse and engage your
interest.
Penetration Pricing is defined is defined as the marketing strategy
which is used by organisation in order to attract customers
towards a new product and service by offering lower price at
initial level. In addition to this, the lower price assist a service or
product to penetrate the market as well as attract large number of
customers as compare to its competitors.
One of the main reason to conduct the study is to identify the role
of penetration pricing strategy in increasing satisfaction among
customers towards the UK fashion industry. Along with this, it
assists in gaining knowledge regarding significance of penetration
pricing and how it helps in satisfying customers as well.
Moreover, it assists various stakeholders that is organisation,
researcher and so on. In relation to investigator, it helps in
improving and learning skills such as time management, research
skills, data analysis, data interpretation and many more.
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*3 What is your proposed
research question?
This states the business
problem – add a comment –
what is the anticipated benefit
that may result from
investigating the problem
Research question:
 What is the concept of penetration pricing as a type of
marketing strategy?
 What are the importance of penetration pricing strategy in
increasing customer’s satisfaction towards H&M?
 What are the benefits that would be gained by H&M by
using penetration pricing strategy?
*4 How has the problem
arisen?
Provide the contextual
background to the problem –
Summary of organization and
summary of the problem
Penetration pricing strategy is defined as such strategy which are
used by the organisation in order to attract new customers by
offering low price. With the help of lowering the price market
competition can be managed and at the same time desired
customers can be attracted. In addition to attracting customer the
role of penetration pricing is to keep customers and acquire their
loyalty.
For conducting the current report H&M is taken which is one of
the prominent fashion retailer. H&M is a Swedish multinational
clothing company headquartered in Stockholm. The company is
focused into fast fashion clothing for men, women and kids so
that the company is well maintaining their market presence. The
company is facing issue of not having diversified customer due to
their pricing strategy. The company is using premium pricing
strategy by which company is targetting to a segment of
customers. The present study will assist in analysing the role of
penetration pricing to the organisation in terms of attracting
customers.
*2 *3 *4 with contrbution from Jan Green (2013) Senior Lecture Glyndwr University Wrexham
What are the aims of
the research study?
One research aim which
will be reflected in
the title of your
dissertation
Title:
“To identify the role of penetration pricing strategy in increasing
satisfaction among customers towards the UK fashion industry “.
Research Aim: To identify the role of penetration pricing strategy in
increasing satisfaction among customers towards the UK fashion
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industry: A study on H&M
Research question:
 What is the concept of penetration pricing as a type of
marketing strategy?
 What are the importance of penetration pricing strategy in
increasing customer’s satisfaction towards H&M?
 What are the benefits that would be gained by H&M by using
penetration pricing strategy?
Quantitative Study
What are the objectives
of your research study?
What do you plan to do
during your research?
For quantitative research
list up to up to three
objectives
the fourth objective is to
recommend a course of
action
(For quantitative research)
The objectives of the study are :
 To develop basic understanding about the penetration pricing as
a type of marketing strategy
 To determine the importance of penetration pricing strategy in
increasing customer’s satisfaction towards H&M
 To examine the benefits that would be gained by H&M by
using penetration pricing strategy
 To recommend the effective pricing strategy to H&M for
attracting large number of customers.
What is the main
academic theme of
your proposal?
Include an academic
definition of the key
terms, supported by
academic literature cited
using the Harvard
referencing system
To develop basic understanding about the penetration pricing as a
type of marketing strategy
According to Grace Baldwin, the penetration pricing strategy is
adopted by the business organisation when they launch a new product
in the market and the similar products are already existing in the
market. It is very important for the organisation to make a unique
strategy in order to attract customer and stand out of the similar
products been available in the market. The main aim of the penetration
pricing strategy is to introduce customers to the products at a low risk.,
gather the interest of the consumers towards the product, and also to
build brand loyalty. This is the easy way of attracting consumers
towards the new product at a low price where the product is been
offered at a discounted price upon its initial offering. This is the
strategy beneficial for H&M where the company can have a great way
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