Analyzing Afterpay Utilization and Sales Growth at Rebel Retail

This research project explores the impact of Afterpay utilization on sales at Rebel Retail, an Australian multi-brand sports retail store. The study investigates customer behavior and the customer segment most affected by Afterpay's implementation, considering the increasing competition and the trend of being trendy among younger generations. The research aims to determine if Afterpay helps increase sales figures, addressing potential issues of credit misuse and its impact on the store's revenue and profits. The methodology includes both quantitative and qualitative approaches, utilizing surveys and interviews to gather primary data. The project provides recommendations for Rebel to utilize other sales tools and techniques, enhancing its overall sales strategy. Desklib provides past papers and solved assignments for students.

MANAGEMENT

Introduction
The research would explore the impact of after-pay utilisation in the Rebel Retail store on the
sales. This would be explored through understanding the customer behaviour and the
customer segment which has been most impacted by the decision of after-pay utilisation
(Etikan, 2016). Rebel is a multi-brand retail store in Australia which deals in footwear’s,
clothing, accessories, sportswear, etc. The retail store includes the products of men, women
and kids. It is a sports brand which deals in multiple brands and serving the customers with
profound sales and discounts. The check on the utilisation of after-pay would be assessed
through the research.
Background of the Study
The exploration of the research topic has been done through understanding the changing
perspective of the business in the intense competition. The businesses has been taking on
various methods and techniques in order to gain more and more customers (Murphy and
Dweck, 2016). The topic also favours the attitude and the mind-set that the youngsters of the
current generation has been gaining, that is the trend of being trendy has been kept in focus as
the desire of taking on the trend and be a part of the reel that has been taking place in the
society would help in attaining the sales figure through utilising the concept of after-pay
Problem Statement
The increasing competition has led to the concept of after-pay which would help in increasing
the customer base through adding on to the saes of the retail store. The issue or the problem
that could arise is the miss-use or the exploitation of the credits being provided to the
customers which would increase the sales of the retail store. But there won’t be any increase
in the revenue of the store through this act (Zhang and Benyoucef, 2016). Thus, this brings in
the issue or the problem of commitment by the customers which could impact the business
profits and revenue immensely. As the creditors would increase the sale of the company
through adding on to the purchase but the amount payable for the goods are on credit which
would be impacting the revenue of the company and it would remain low.
Research Aim and Objectives
Aim
The aim of the research is to acknowledge the impact that the utilisation or the application of
after-pay tool would have on the sales of Rebel, will it help the ales figure to increase.

Objectives
The main objectives of the research would be as follows
 To check on the customer behaviour theory and it application in the present scenario
 To understand the change in the customer behaviour with time
 To explore the past sales of Rebel and the tools and techniques it applied for
increasing its sales
 To provide recommendations with some new techniques and tools to increase sales of
Rebel
Research Questions
The research question would be as follows
a. What is the consumer behaviour theory and how it impacts the market sales?
b. What changes has been observed in the consumer behaviour theory since the
technological innovation and increased competition?
c. What tools and techniques have Rebel utilised in the past for increasing its sales and
how effective they have been?
d. What are the recommendations for Rebel to utilise other sales tools and techniques?
Literature Review
Consumer Behaviour Theory
As per Zhang and Benyoucef (2016), the behaviour of consumer fluctuates with the change in
the supply and demand of the product. The dependency of the consumers has been on the
prices of the goods and the traditional concept of economics that is with the increased price,
the demand falls and with the falling price demand increases. As per Hofacker et al. (2016),
this concept of demand has been the law of demand which creates the base of the consumer
behaviour. The concept of consumer behaviour has been the same but as per Murphy and
Dweck (2016), an addition to the factor has been made which impacts the consumer
behaviour and that is the quality of the product (Ansoff et al. 2018). In the traditional
approach, the price was the main factor while in the new approach, the quality as well as
price plays a vital role in creating a demand for the product.
Research Methodology
The research methodology that would be applied in the research would be Quantitative in
nature as this would help in presenting the entire research in the numerical form along with

the graphical representation which would make the research quite easy to understand (Kumar,
2019). The Qualitative method would also be applied as this would help in acknowledging
the theoretical concepts of the topic. The methodology that gets chosen for the research
impacts the entire quality of the research as well as the accuracy of the research and through
applying both the methods, two perspectives of the same concept would be achieved
(Silverman, 2016).
Methods of Data Collection
The primary data would be collected through the conduction of the survey and interview. The
primary data would help in gaining the information directly from the executors or the ones
who has been experiencing the scenario (Kaplan et al. 2015). The sample would be collected
through simple random sampling as this would help in adding on to the diversity of the
survey and thus the research would be quite wide in nature (Teller et al. 2016). The
secondary data would not be collected as this would only add on to the length of the research
and no other benefit would be gained through it. The information that is required for the
research would be gained through the literature review.
Data Collection Sources
About 50 customers would be surveyed through providing a questionnaire which would be
available at the retail store with about five questions. These questions would be framed in a
manner that the demands and the needs of the customers would be acknowledged through its
analysis (Etikan et al. 2016). While an interview would also be conducted of the two
employees of the retail store who has been into the marketing and sales department. For the
interview, the two employees would be the sales manager and the marketing managers these
two employees would provide the exact information about the sales and the impact of the
various marketing tools utilised for increasing sales.
Gantt chart
Week 1- Week
2
Week 2 –
Week 3
Week 3 –
Week 4
Week 4 –
Week 5
Introduction
Literature
Review
Data
Collection
Data Analysis
Submission of
the Report

References
Etikan, I., Musa, S.A. and Alkassim, R.S., 2016. Comparison of convenience sampling and
purposive sampling. American journal of theoretical and applied statistics, 5(1), pp.1-4.
Hofacker, C.F., Malthouse, E.C. and Sultan, F., 2016. Big data and consumer behavior:
Imminent opportunities. Journal of Consumer Marketing, 33(2), pp.89-97.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage
Publications Limited.
Murphy, M.C. and Dweck, C.S., 2016. Mindsets shape consumer behavior. Journal of
Consumer Psychology, 26(1), pp.127-136.
Teller, C., Alexander, A. and Floh, A., 2016. The impact of competition and cooperation on
the performance of a retail agglomeration and its stores. Industrial Marketing
Management, 52, pp.6-17.
Zhang, K.Z. and Benyoucef, M., 2016. Consumer behavior in social commerce: A literature
review. Decision Support Systems, 86, pp.95-108.
Kaplan, R.S. and Atkinson, A.A., 2015. Advanced management accounting. PHI Learning.
Ansoff, H.I., Kipley, D., Lewis, A.O., Helm-Stevens, R. and Ansoff, R., 2018. Implanting
strategic management. Springer.

Appendix: Questionnaire for Customers
1. Choose your age group.
Age
Group
Number of
Respondents
Percentage of
Respondents
Total Number
of
Respondents
18-25
26-36
36 and
above
2. Choose your Gender
Gender Number of
Respondents
Percentage of
Respondents
Total Number
of
Respondents
Male
Female
3. What attracts you to Rebel Retail store?
Factor Number of
Respondents
Percentage
of
Respondents
Total
Number of
Respondents
Product
Range
Prices
Easy
Accessibility
4. Providing sale over credits would increase your purchasing
items?
Reply Number of
Respondents
Percentage of
Respondents
Total Number
of
Respondents
Yes
Neutral
No
5. Would you take advantage of the credits being provided by the
Rebel Retail Store?
Reply Number of Percentage of Total Number

Respondents Respondents of
Respondents
Yes
Neutral
No