Research Project Proposal: Consumer Behaviour Trends & Performance

This research project proposal aims to analyse current trends in consumer behaviour and their impact on organisational performance, specifically within the context of Royal Lancaster London. It outlines the research's aims, objectives, rationale, and scope, emphasizing the importance of understanding consumer behaviour for organisational success. The proposal includes a literature review covering the concept of consumer behaviour, its benefits, and the impact of current trends, drawing upon various academic sources. It details the research approach, methodologies, and activities, including project planning, literature review, data collection, and report writing, all within a defined timeline using a Gantt chart. The proposed research employs a quantitative approach with a positivism research philosophy, utilizing questionnaires for primary data collection and secondary data from publications and articles. The sampling method involves selecting 40 managers from Royal Lancaster London using random sampling. Ethical considerations are addressed through a research ethics approval form, ensuring compliance with data protection regulations and informed consent from participants.

ASSESSMENT COVER SHEET
PROGRAMME TITLE: BA (Hons) Hospitality Management (Top Up)
MODULE TITLE: Research Methods and Projects
ASSESSMENT TITLE: Research Project Proposal
MODULE LEADER/LECTURER
STUDENT ID:
STUDENT ID:
STUDENT NAME:
SUBMISSION DEADLINE:
Word Count:1789
Assignment Submission Guidance:
Students should provide a completed assignment cover sheet with all essential details. All assignments
should be submitted in electronic format via college systems on or before the submission deadline. The
e-submission system will not allow late submissions. By submitting this assignment and cover sheet
electronically, in whatever form, you are deemed to have made the declaration set out above.
Research Theme: Consumer behaviour

Research Topic: "To analyse the current trends in consumer behaviour that impacts organisational
performance."
Section One: Title, aims, objectives
Background of the research
The present research is conducted to evaluate current trends in consumer behaviour along with their
impact upon organisational performance (Elena, 2017). For this, the research includes research aim,
objectives and literature review. Consumer behaviour is an important concept that allows the
organisation to satisfy consumers in a well-defined and effective manner.
Aim: "To analyse the current trends in consumer behaviour that impacts on organisational
performance in Royal Lancaster London.
Comments: the aim is fine.
Objectives:
• To understand the concept of consumer behaviour.
• To determine the benefits of understanding consumer behaviour.
• To analyse current trends in consumer behaviour.
Research Questions:
• What is the concept of consumer behaviour?
• What are the benefits of understanding consumer behaviour?
• How will current trends in consumer behaviour impact organisational performance?
Research rationale
The present research topic is justifiable and rationale, as it is associated with the current trends in
consumer behaviour. It helps the organisation to significantly satisfy customers in a well defined
and effective manner.
Research scope
This research has wide scope as, with the help of this organisation can significantly deal with
consumer behaviour and can further satisfy them effectively. It helps in enhancing overall growth
and profitability in a well defined and effective manner.
Section Two: Reasons for choosing this research project
The primary rationale for selecting this research project is to identify the role of consumer
behaviour in the hotel business. Another reason for undertaking this study is to identify some of the
issues that hotels may face in terms of consumer behaviour. Along with this, one of my personal
motives for doing this research is to obtain a better grasp of consumer behaviour strategies and their
relevance, as well as the changes they can bring to an organisation. (Gao, 2019).
Section Three: Literature sources searched.
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Use of key literature sources and precedents to support your research question,
objective/hypothesis:
Concept of consumer behaviour?
As per the views of (Cvetkovski, 2015), Consumer behaviour is the study of how individuals,
groups, or organisations choose, buy, consume, and dispose of ideas, commodities, and services to
meet their needs and desires. It relates to consumer behaviour in the marketplace and the underlying
motivations for that behaviour. Marketers believe that by understanding what motivates consumers
to purchase specific goods and services, they will be able to decide which things are needed in the
marketplace, which is outmoded, and how to effectively offer the commodities to consumers. The
concept of consumer behaviour is basically to increase the effectiveness of a company by providing
them with good products and services.
What are the benefits of understanding consumer behaviour?
According to (Elena, 2017), effective business managers understand the value of marketing to their
company's success. A thorough grasp of consumer behaviour is critical to the long-term success of
any marketing campaign. In fact, it is regarded as a cornerstone of the Marketing concept, as well as
a significant philosophical orientation of many marketing professionals. The heart of the Marketing
concept is encapsulated in three interconnected orientations: consumer needs and wants firm
integrated strategy.
How will current trends in consumer behaviour impact organisational performance?
As per (Bratton and Watson, 2018), Habits form when a consumer begins to link a specific
activity with a specific setting; eventually, that behaviour becomes automatic. Companies
should discover the contextual cues that drive behaviours in order to help them become habits.
A contextual cue can be a specific task, the time of day, or the placement of an object. Product
innovation allows businesses to encourage consumers toward new habits. For example, the
COVID-19 situation has prompted consumers to become more health-conscious and boost their
vitamin and mineral intake. Unilever claimed an increase in sales of beverages containing zinc
and vitamin C, such as Lipton Immune Support tea. As a result, the company is introducing
similar products all over the world. It is also aligning its innovation efforts with rising health
and wellness concerns among consumers.
Section Four: Activities and timescales
Activities to be carried out during the research
project (e.g. planning, conducting research,
analysis, write-ups)
Project formulation and Project Planning
How long this will take: (See Gantt Chart
below)
W1 to W3
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Literature review
Research methodology
Data collection and analysis
Discussion of the results, including reflection
Report writing
Presentation of the management
W4 to W7
W8 to W11
W12 to W16
W17 to W20
W21 to W23
W24
Milestone one: Project formulation and Project Planning See Gantt Chart
Target date (set by the tutor):
Milestone two: ...... Literature Review ...................................................................................
Target date (set by the tutor): ...........................
Section Five: Research approach and methodologies
Research approach: In this research, a quantitative approach will be considered (Gupta,2019).
Research philosophy: Positivism research philosophy is considered as it takes less time.
Data collection: The most appropriate source for gathering primary data is a questionnaire, which
will be used by the researcher within an investigation to collect quantitative and valid data about
Consumer behaviour. Secondary data, on the other hand, is collected by researchers as part of a
study by employing a variety of secondary sources for a literature review. These sources include
publications, articles, novels, and so on (Gupta, 2019). As a result, in the current study, both sources
will be employed to successfully collect primary and secondary data. (Bratton and Watson, 2018).
Research Strategy- Survey
The research strategy is most crucial part of a research which helps in development of a major
planning framework associated with the research. In the present research, survey method is used.
Time Horizon- Cross Sectional
In the development of a research, time management is considered as the key approach which helps
in completion of research on time. In this research, cross-sectional approach based on time
management in order to lead the research dimensions.
Research Choice- In this approach a researcher evaluates different techniques which are
essential for development of research choice. There is a questionnaire used for collecting
respondent’s reaction.
Data collection: The data collection method used in this project is both secondary and primary
(Bratton and Watson, 2018).
Sampling: 40 managers of Royal Lancaster London. Will be chosen, and a random sampling
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method is used for choosing respondents.
Comments and agreement from the tutor
Comments (optional)
I confirm that the project does not work which has been or will be submitted for another
qualification and is appropriate.
Agreed Name: Date:
Comments and agreement from project checker (if applicable)
Gantt Chart:
Mil
est
one
Projective
Activities
W1 W3 W4 W7 W8 W11 W12 W16 W17 W20 W2
1
W
2
3
W24
M1 Project
formulatio
n and
Project
Planning
M2 Literature
Review
M3 Methodolo
gy
M4 Data
Collection
and
Analysis
M5 Discussion
of the
results,
including
reflection
M6 Report
writing
5

M7 Presentatio
n of the
manageme
nt
REFERENCES
Books and Journals
Gao, X., 2019, April. Cultivation of Higher Cognitive Abilities of Students Majoring in Hospitality
Under the Guidance of Bloom’s Educational Objectives Taking the Bilingual Course of
Food Cost Control as an Example. In 3rd International Conference on Culture, Education
and Economic Development of Modern Society (ICCESE 2019). Atlantis Press.
Elena, G., 2017. Consumer behaviour in modern organisations: A sociological analysis.
Cvetkovski, T., 2015. STRATEGIC HUMAN RESOURCE MANAGEMENT AND COMPETITIVE
ADVANTAGE. Center for Quality.
Elena, G., 2017. Consumer behaviour in modern organisations: A sociological analysis.
Bratton, J. and Watson, S., 2018. Consumer behaviour, emotional labour and the role of line
managers in the Scottish hospitality industry. Worldwide Hospitality and Tourism Themes.
Gupta, V., 2019. Consumer behaviour dimensions and their relationship with retention of Generation-
Y employees in the hospitality industry. International Journal of Contemporary
Hospitality Management.
Comments: This is marked progress but requires significant improvement in all sections
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Research Ethics Approval Form
All students conducting research activity that involves human participants or the use of data collected
from human participants are required to gain ethical approval before commencing their research.
Please answer all relevant questions and note that your form may be returned if incomplete.
For further support and guidance, please see your respective Unit Tutor.
Before completing this form, we advise that you discuss your proposed research fully with your
Unit Tutor. Please complete this form in good time before your research project is due to
commence.
Section 1 Basic Details
Project title: To analyse the current trends in consumer behaviour that impacts on organisational
performance."
Student name:
Student ID Number:
Programme: top up
College:
Intended research start date:
Intended research end date:
Section 2 Project Summary
Please select all research methods that you plan to use as part of your project:
(Copy and paste the tick where applicable)
Interviews:
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Questionnaires:
Observations:
Use of Personal Records:
Data Analysis:
Action Research:
Focus Group:
Other (Please specify):
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



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Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Yes
Who are the participants? Tick all that apply:
Ages 12-16:  Young People aged 17-18:  Adults: 
How will participants be recruited (identified and approached)?
By using a simple random sampling method, participants of primary research will be recruited by the
researcher.
Describe the processes you will use to inform participants about what you are doing:
By using the internet, e-mail and many other communication channels
How will you obtain consent from participants? Will this be written? How will it be made clear
to participants that they may withdraw consent to participate at any time?
The method of consent is direct communication.
Studies involving questionnaires: Will participants be given the option of omitting questions they
do not wish to answer?
Yes:  No: 
If No, please explain why below and ensure that you cover any ethical issues arising from this
Studies involving observation: Confirm whether participants will be asked for their informed
consent to be observed.
Yes:  No: 
Will you debrief participants at the end of their participation (i.e. give them a brief explanation of
the study)?
Yes:  No: 
Will participants be given information about the findings of your study? (This could be a brief
summary of your findings in general)

Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data Protection
Act (1998) Yes:  No: 
Who will have access to the data and personal information?
Researcher
During the research:
Where will the data be stored?
In computer system.
Will mobile devices such as USB storage and laptops
be used? Yes:  No: 
If yes, please provide further details: After the research: Researcher
Where will the data be stored?
In laptop
How long will the data and records be kept for, and in what
format? Will data be kept for use by other researchers?
Yes:  No: 
If yes, please provide further details:
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Section 5: Ethical Issues
Are there any particular features of your proposed work which may raise ethical concerns?
Yes:  No: 
If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise as a result of
your research. Please consider/address all issues that may apply. Ethical concerns may include,
but are not limited to the following:
• Informed consent.
• Potentially vulnerable participants.
• Sensitive topics.
• Risks to participants and/or researchers.
• Confidentiality/anonymity.
• Disclosures/limits to confidentiality.
• Data storage and security, both during and after the research
(including transfer, sharing, encryption, protection).
• Reporting.
• Dissemination and use of your findings.
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Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics
Policy: Yes:  No:
I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes:  No: 
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical issues that may arise in the course
of my research.
Name: ..................
Date:
Please submit your completed form to ..............................vle........................................................................................................................................
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