Market Research Project: iScale Consumer Purchasing Behavior Analysis

This research proposal examines factors influencing consumer purchasing behavior concerning Apple's iScale fitness tracker. The project, commissioned by Apple, aims to assess consumer demand and identify strategies to gain a competitive advantage in the fitness tracking market. The research employs both primary and secondary data collection methods, including surveys using questionnaires with Likert scales, and competitor analysis. The proposal outlines the research design, including the target population of 50 iScale employees and the use of quantitative research methods. The study seeks to address management decision problems by evaluating the success of iScale and the strategies for persuading consumer behavior. The project will be completed in 87 days, and the research will also analyze consumer feedback, marketing planning, and understanding of competitors and the market environment. The proposal includes a project management plan to ensure timely completion.

Running head: MARKETING RESEARCH IN PRACTICE
Marketing Research in Practice

MARKETING RESEARCH IN PRACTICE 2
Table of Contents
Covering Letter................................................................................................................................3
Topic of the project......................................................................................................................3
Nature of the project and its business context in a broad sense...................................................3
Business context...........................................................................................................................3
Contents of the proposal document..............................................................................................3
Ways through which, proposed research will provide a cost-effective solution to research
problem........................................................................................................................................3
Background of the Problem.............................................................................................................4
Complete understanding of the problem, opportunity or proposed action..................................4
Distinguish between measurable symptoms and the root problem/opportunity..........................4
Problem Definition (MDP and MRP)..............................................................................................5
Purpose of research and required information needs...................................................................5
MDP (management decision problem) which indicates the decision to be made.......................5
MRP (management research problem) and its specific components...........................................5
Management Decision Criteria........................................................................................................6
Potential Research Design and Procedures......................................................................................6
Materials Required...........................................................................................................................8
Timing/Project Management Plan.................................................................................................10
References......................................................................................................................................12

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Covering Letter
Apple is failed to arrive at serious fitness tracker as well as, is losing prospect customers of
rivalry such as Fitbit and Garmin. These competitors provide wearable technology as well as,
compatible technical scales. This company is planning for addressing the factors affecting
consumer purchasing behavior to iScale (Karami, Olfati, & Dubinsky, 2017).
Introduction
The topic of the project
An investigation on assessing factors affecting consumer purchasing behavior with respect to
iScale: A case study of Apple Inc.
Nature of the project and its business context in a broad sense
The nature of the project is conducting market research. The business context is related to
assessing consumer buying behavior with respect to iScale.
Business context
Apple Inc. is an American global technology that could be engaged in offering products such as
Apple Watch smartwatch, iPod portable media player, iPad tablet computer along with, Mac
personal computer. Furthermore, business is failed in the fitness tracking system hence, it is
planning to conduct market research regarding whether iScale is succeeding or failed to get
competitive advantageous (Lunney, Cunningham, & Eastin, 2016).
Contents of the proposal document
This proposal outlines a cost-effective resolution to research concern, management decision
criteria, MRP, and research design.
Ways through which, the proposed research will provide a cost-effective solution to a
research problem

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Proposed research will provide a cost-effective resolution to research concern in terms of
addressing the actual need of consumers. This research would be effective in launching products
and services (Kabade & Beria, 2019).
Background of the Problem
Complete understanding of the problem, opportunity or proposed action
Problem:
Although, iPhone, health-related tracking, Apple watch support fitness, and exercises but Apple
has failed for reaching severe fitness tracker as well as, is losing prospect customers to rivalries
like Fitbit and Garmin. These key market participants provide wearable technology to well-
matched tech scales. It tracks lean mass, offering benefits and features, body mass index, track
weight, body fat percentage and features are sound as compared to competencies of Apple
watches. Apple has commissioned the business for conducting the market research for assessing
whether or not introducing iScale will permit them for becoming viable under fitness tracking
environment (Parkash & Banerjee, 2016).
Opportunity or proposed action
This proposed research would provide the opportunity for increasing sales and consumer demand
because of creating knowledge with respect to factors affecting purchasing behavior of
customers.
Distinguish between measurable symptoms and the root problem/opportunity
There is a distinguishing between considerable symptoms and root problem. In this way, a
measurable symptom is related to developing an understanding about consumer purchasing
behavior that helps Apple Inc to address needs and wants of customers towards iScale.

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Moreover, root problem is issues in fitness products that would not be assessed by the firm
(Singh & Katiyar, 2018).
Problem Definition (MDP and MRP)
Purpose of research and required information needs
Purpose of this investigation is to address factors affecting consumer buying behavior with
respect to iScale fitness tracking system. There is a need to identify information related to
products and services. Apple Inc can conduct market research for enhancing their products with
the help of consumer feedback. They also try for maintaining a good liaison with their consumers
by pleasing them and maintaining them up to date with their products by pleasing. It also keeps
them for up to date with their products as well as, informing them while there are new updates
obtainable for them (Kalantari, 2017).
MDP (management decision problem) which indicates the decision to be made
A management decision problem is related to conducting market investigator for addressing the
factor affecting consumer buying behavior towards iScale. The decision will be made for
determining whether iScale can succeed or failed for obtaining competitive benefits (Sonawane,
2018).
MRP (management research problem) and its specific components
Marketing research question
MRQ1: Which factors can affect consumer buying behavior with respect to iScale?
MRQ2: Which strategies could be used for persuading the consumer buying behavior towards
iScale?
Actual information requirements

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The actual requirement is related to addressing the competitor analysis for obtaining competitive
benefits. The actual information is related to conducting market research for identifying the
success of iScale (Tarabasz & Poddar, 2019).
Sampling:
Customers would be selected for obtaining the information regarding management decision
problem. It would be supportive for actual measures with respect to identifying the proportion of
individuals who purchase and the percentage of individuals who like advertising that is
advantageous to develop decision regarding the issue (Canhoto & Arp, 2017).
Management Decision Criteria
There are some decision criteria that would be implemented for creating a decision with respect
to the management decision problem. These are an investment required, risks possible to
encounter or chances of failure, results that are desired i.e. growth of the firm (Khanna, Parekh,
Mundhra, & Chandarana, 2019).
Potential Research Design and Procedures
Data collection method:
The researcher would practice both the technique of data gathering such as primary and
secondary data collection in order to acquire reliable facts with respect to factors affecting the
consumer buying behavior towards iScale. An investigator would apply primary data collection
technique to gather reliable and fresh data with respect to consumer buying behavior about
iScale. As, primary data is known for innovative and fresh information that is not implemented
earlier hence survey through questionnaire is used in this investigation (Funk, Alexandris, &
McDonald, 2016).

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Along with this, the secondary data gathering tool is significant to enhance and create conceptual
information with regards to research issues. For obtaining secondary data, different kinds of
sources would be implemented by an investigator such as articles, journal authentic websites,
books, and academic publication. It aids in enhancing the reliability of the investigation outcome
(Lee, Lin, Teo, Tan, & Lin, 2018).
Quantitative research
In this research, quantitative research would be used for capturing statistical information
regarding research issues. In such manner, the survey through questionnaire would be conducted
for gathering numerical facts and figures related to determining the success or failure of
launching the iScale. It helps to understand the collected data in a comprehensible manner
(Debnath, Kobra, Rawshan, Paramita, & Islam, 2018).
Target population
Feasible sample size would be selected by the investigator via probability sampling tool. Under
this, the researcher would choose a random sampling technique to select research respondents on
a random basis. It would aid an investigator for conducting a survey through questionnaire
within a logical way. This tool of sampling would provide equal chances to particular
participants for sharing their opinion and beliefs about factors affecting consumer buying
behavior with respect to iScale. This sampling tool is supportive of the researcher to avoid the
concerns associated with biases from the investigation. For this investigation, 50 workforces of
iScale would be chosen by the researcher to capture reliable information with respect to research
concern (Ariningsih, Nainggolan, & Sandy, 2018).
Survey method

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Survey through questionnaire technique would be implemented to collect the primary
information associated with the research issue. An investigator can gather the belief of specific
investigation with regards to factors affecting consumer buying behavior with respect to iScale.
In this survey through questionnaire, Likert scale would be used for gathering the responses with
participants about research concerns. The gathered data would be measured by using statistical
data analysis techniques. Furthermore, SPSS software would be used to analyze the information
(Allen, Bennett, & Heritage, 2014).
Materials Required
This material is used for making sure that research purchaser is aware of their accountability in
offering materials to be practiced in the investigation. It is described as given below:
Apple Inc can use marketing research for enhancing their products through getting consumer
feedback as well as, they would try for maintaining good liaison with their consumers by
pleasing them as well as, keeping them up to data about products. It would also inform the
customers when there is a new update obtainable for them (Bawa, Sinha, & Kant, 2019).
Marketing Planning:
A marketing plan is a wider document that frames business advertising as well as, marketing
efforts for the future. This proposal would illustrate different business practices that are entailed
in attaining particular marketing goal within a particular time period. Apple can use a marketing
plan when developing new products for its existing target markets. Through marketing planning,
the company can stay organized as well as, would be able to take prompt decision. It is also
supportive of the brand in terms of attaining their deadlines and tasks. It is also supportive of
developing everything (Asimakopoulos, Asimakopoulos, & Spillers, 2017).
Understanding customers:

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Comprehending consumer is significant for business. Since, they are an individual who is
purchasing the goods from the brand and they are the reason behind the ways to succeeding the
business. Apple can comprehend the consumers through obtaining the feedback of consumers
because it would be supportive for acquiring the opportunity to enhance their products by
releasing new products and updating the IOS. Hence, by creating changes in their products,
Apple should comprehend the needs of consumers as they can adapt the needs and wants that
influence more new consumers into their stores (Dehghani, 2018).
When Apple did not listen to suggestions and feedback from consumers then they would not
purchase their products and it would create a big loss for the business. Since, the company would
not make money when customers would not purchase their products. Hence, it is significant for
comprehending the investigation from market investigation hence they will be making more
money as a company (Asimakopoulos, Asimakopoulos, & Spillers, 2017).
Understanding competitors:
Understanding competitors is significant for business hence they can compete with their key
market participants on the basis of their price and software. It would help to assess competitivess
of iScale to get success in fitness tracking market (Malhotra, 2015).
Apple can compete with brands like Garmin and Fitbit. These key market participants focus on
providing wearable technology and compatible tech scales. They also focus on competing with
each other by having similar ranges of price and getting out similar products. Hence, it is
beneficial for Apple to launch iScale (Millington, 2016).
Understanding market environment:
Comprehending the market atmosphere is significant because it would aid the business at the
time of market research. At the time of market research, businesses have to assess their external

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atmosphere. A useful model for doing this is the application of SWOT assessment. It evaluates
the relationship between business and its marketing atmosphere (Lee, Lin, Teo, Tan, & Lin,
2018).
Timing/Project Management Plan
Activities that will be applied Initial Day Last Day Duration
(days)
Choosing appropriate research title 01-07-19 05-07-19 5
identifying management decision
problem and management research
problem
06-07-19 15-07-19 10
Data gathering via survey through
questionnaire
16-07-19 31-07-19 16
Data analysis and interpretation 01-08-19 31-08-19 31
Writing of Report 01-09-19 25-09-19 25
Choosing appropriate research title
identifying management decision problem and
management research problem
Data gathering via survey through questionnaire
Data analysis and interpretation
Writing of Report
01-07-19
06-07-19
16-07-19
01-08-19
01-09-19
5
10
16
31
25
Gantt chart
Initial Day
Duration (days)

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From the above table, it can be stated that the project would be completed in 87 days. The
starting task of the project is selecting a feasible research title and it was started from
01/07/2019. After selecting a research title, the researcher would address MDP and MRP (Funk,
Alexandris, & McDonald, 2016). This task would take 10 days. After this, data would be
collected via survey through questionnaire and this task would be completed in 16 days. After
this, data analysis and interpretation would have competed in a maximum of 31 days. Report
writing is the last task that would be finished in 25 days (Canhoto & Arp, 2017).

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References
Allen, P., Bennett, K., & Heritage, B. (2014). SPSS statistics version 22: A practical guide.
Cengage Learning Australia.
Ariningsih, P. K., Nainggolan, M., & Sandy, I. A. (2018, April). Modeling impulsive factors for
electronics and restaurant coupons’e-store display. In IOP Conference Series: Materials
Science and Engineering (Vol. 337, No. 1, p. 012048). IOP Publishing.
Asimakopoulos, S., Asimakopoulos, G., & Spillers, F. (2017, March). Motivation and user
engagement in fitness tracking: Heuristics for mobile healthcare wearables.
In Informatics (Vol. 4, No. 1, p. 5). Multidisciplinary Digital Publishing Institute.
Bawa, R., Sinha, A. K., & Kant, R. (2019). Emerging Mall Culture and Shopping Behavior of
Young Consumers. Advances in Anthropology, 9(03), 125.
Canhoto, A. I., & Arp, S. (2017). Exploring the factors that support adoption and sustained use
of health and fitness wearables. Journal of Marketing Management, 33(1-2), 32-60.
Debnath, A., Kobra, K. T., Rawshan, P. P., Paramita, M., & Islam, M. N. (2018, August). An
Explication of Acceptability of Wearable Devices in the Context of Bangladesh: A User
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Funk, D. C., Alexandris, K., & McDonald, H. (2016). Sport consumer behavior: Marketing
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Kabade, M. P., & Beria, N. (2019). A Study on Consumer Satisfaction Towards Apple
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