Business Research Methodology Reflection Report: Luxury Brands

This reflection report analyzes the author's improved research skills and understanding of the relationship between luxury brands and gender. The research explores how factors like income, age, and social status influence the consumption of luxury goods, with a focus on women's attitudes towards brands. The report highlights the impact of peer pressure, physical attractiveness, and innovation on consumer perception and demand. The author also reflects on their enhanced knowledge of research methodology, including research philosophy, approach, design, data collection, and analysis methods, and how this will benefit their career in marketing. The report emphasizes the importance of targeting the right customers, developing effective marketing strategies, and understanding the influence of government policies and technology on the luxury brand-gender relationship.

Running head: BUSINESS RESEARCH METHODOLOGY
Business research methodology

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Reflection report
This research proposal was beneficial for me to improve my research skills and understanding
about the relationship between luxury brands and gender. From this research, it is analyzed that
luxury goods exist in approximately all kinds of consumer products and for men and women,
income status, age, preference and taste, and social status of people, and product availability
determines the consumption of luxury goods(Vigneron and Johnson, 2017). This research has
gained my depth understanding about the luxury brand. In this way, it is evaluated that women
have afavorable attitude with respect to branded and luxury brands than men. Additionally, I
have learned that female can pay relatively high price as compared to males for the luxury
brands. However, there is direct association amid theage of women and their awareness of luxury
products. From the literature review, it is observed that branded and luxury products are boughtto
only those individuals who have capabilities to afford it(Nwankwo, et. al., 2014). Consequently,
I am able to become a good marketing manager and it enhanced my career in thelong and short-
term.
This research has also enhanced my knowledge that there is favorable association amid luxury
product and age which influence the customers with respect to diverse products and services. It
enables me to make anappropriate decision regarding therelationship between luxury product and
age. I have also learned that youngsters are the targeted customers for selling the luxury products
and services. This research defines that youngsters are highly aware regarding their appearance
and status hence they give preference to use luxury products(Kapferer, et. al., 2017). As a result,
I am able to target the right customers for luxury products and services within an organization.
During this research, I have gained my experience regarding different factors which may affect
the perception of customers. In this way, I have learned that quality is the key factor which may

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alter the perception of people and also provides word of mouth publicity among people. This is
beneficial for me to address the factors which may alter the customer’s need as I can grow my
professional career effectively and efficiently.
This research has also developed my understanding about the peer pressure. It can be evaluated
that peer pressure is aprime factor to make alternation in preferences of customers and also
increase the demand for luxury products and services(Yang, et. al., 2016). This depth
understanding is also effective for me to make attractive marketing strategy within an
organization. As a result, it will gain my marketing skills and have positive impact on my
professional growth.
From this research, I have also learned that physical attractiveness increases the demand for the
luxury brand as people discriminated their thoughts according to the luxury products and
services. This is beneficial for me to consider these points to make effective marketing strategy
as I can enhance my career in the field of marketing.
During this research, it is analyzed that innovation is acommon perspective luxury product which
supports the retailers to pull the attention of more customers. Hence, it is significant for me to
consider innovative ideas while developing the marketing strategy at the workplace. It can be
also evaluated that people have more disposable income as compared to earlier age-group,
therefore, they give thefirst choice to their desires and needs through experience(Chu, et. al.,
2013). As a result, I am competent to assess the relationship between income and luxury brands.
Moreover, I have learned that there are different government policies that should be introduced
to enhance the relationship betweenluxury brand and gender. I have also enhanced my
experienced regarding the impact of technology on the relationship between luxury brands and
gender.

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During this research, I have developed my understanding regarding research methodology. It
can be evaluated that research methodology provides depth discussion regarding the process of
research that should be followed by a researcher (Chakraborty and Sheppard, 2016). It enables
me to develop an effective research methodology within an organization. Additionally, I have
learned that research philosophy is used to illustrate the researcher’s thought procedure with
respect to theresearch topic. I have also learned that positivism research philosophy will be used
for this research due to generating the hypothesis for this research. I have also developed my
knowledge regarding research approach. In this way, it can be evaluated that mix research design
will be used for this research due to containing the characteristics of both qualitative and
quantitative characteristics(Ishii and Watanabe, 2015). As a result, it enables me to choose the
appropriate research approach in further research.
From this research, I have increased my knowledge with respect to research design. In this way,
it can be analyzed that researcher will use the co-relational research design. The characteristics
of correlation research design are the scientific determination of cause and effect relationship
between variables(Sun, et. al., 2016). It is beneficial for me to develop an appropriate research
design for further research in future. I have also pointed that survey through questionnaire will be
used for this customer who uses luxury brands. It is effective for me to develop survey through
aquestionnaire to make effective research consequently it can enhance my professional career.
Through this research, I have gained my understanding about the data collection procedure
which is essential to pool the information about research issue. In this way, it can be stated that
both primary and data collection method will be used for this research to get reliable
outcome(Ishii and Watanabe, 2015). Further, I have learned that primary data can be collected
from survey through questionnaire whereas secondary data can be collected from different

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sources like online and offline sources, academic journals, publications, textbook, journals, and
government publications.
This research proposal has also increased my knowledge regarding sampling method. In this
way, I have learned that simple random sampling is used to avoid the biases from research.
Moreover, I have developed my understanding of data analysis method. In this way, it is
analyzed that SPSS software is used to quantitative analysis and thematic approach is used for
thequalitative approach (Sun, et. al., 2016). In the last, I have learned that Gantt chart is used to
describe the schedule of theproject. As a result, I am able to complete my project in specified
time duration.

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References
Chakraborty, S., and Sheppard, L. (2016) ‘An Explanatory study on Indian Young Consumers’
Luxury Consumption: The Underlying Relationship of Interpersonal Influence, Brand Image,
Brand Consciousness and Demographic Components with Luxury Brand Purchase
Decision’, International Journal of Current Engineering and Technology, 6(2), pp. 622-634.
Chu, S. C., Kamal, S., and Kim, Y. (2013) ‘Understanding consumers' responses toward social
media advertising and purchase intention toward luxury products’, Journal of Global Fashion
Marketing, 4(3), pp. 158-174.
Ishii, K., and Watanabe, S. (2015) ‘Nation brand personality and product evaluation among
Japanese people: Implications for nation branding’, Place Branding and Public
Diplomacy, 11(1), pp. 51-64.
Kapferer, J. N., and Michaut-Denizeau, A. (2017) ‘Is luxury compatible with sustainability
Luxury consumers’ viewpoint’, In Advances in Luxury Brand Management (pp. 123-156). UK:
Palgrave Macmillan.
Nwankwo, S., Hamelin, N., and Khaled, M. (2014) ‘Consumer values, motivation and purchase
intention for luxury goods’, Journal of Retailing and Consumer Services, 21(5), pp. 735-744.
Sun, G., D'Alessandro, S., and Johnson, L. W. (2016) ‘Exploring luxury value perceptions in
China Direct and indirect effects’, International Journal of Market Research, 58(5), pp. 711-731.
Vigneron, F., and Johnson, L. W. (2017) Measuring perceptions of brand luxury. In Advances in
Luxury Brand Management (pp. 199-234). UK: Palgrave Macmillan.

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Yang, W., Yang, W., Mattila, A. S., and Mattila, A. S. (2016) ‘Why do we buy luxury
experiences? Measuring value perceptions of luxury hospitality services’, International Journal
of Contemporary Hospitality Management, 28(9), pp. 1848-1867.