University Research Proposal: Factors Affecting Leisure Shopping

This research proposal explores the factors influencing leisure shopping behavior, focusing on consumer habits within shopping malls. The study aims to identify key variables affecting consumer decisions, including mall atmosphere, product variety, and promotional strategies. Employing a positivism philosophy and a deductive approach, the research will utilize a descriptive design to analyze shopping trends and customer motivations. Data collection will involve surveys administered to a sample of 100 respondents, analyzed to determine the significance of various factors. The anticipated findings suggest the importance of advertising and promotional activities in shaping consumer behavior. The proposal also emphasizes ethical considerations, ensuring data integrity and respondent anonymity, to provide valuable insights into the evolving landscape of leisure shopping and its impact on retail environments.

Running head: RESEARCH PROPOSAL: FACTORS INFLUENCING LEISURE SHOPPING
RESEARCH PROPOSAL: FACTORS INFLUENCING LEISURE SHOPPING
Name of the Student
Name of the University
Author Note

1RESEARCH PROPOSAL: FACTORS INFLUENCING LEISURE SHOPPING
Table of Contents
Introduction......................................................................................................................................2
Analysis of Business problem.........................................................................................................2
Problem statement.......................................................................................................................2
Research aim................................................................................................................................2
Research objectives.....................................................................................................................3
Research question........................................................................................................................3
Overall research design....................................................................................................................3
Research design overview...........................................................................................................3
Research Philosophy....................................................................................................................3
Research approach.......................................................................................................................4
Research design...........................................................................................................................4
Measurement of Key Variables...................................................................................................4
Identification of main variables...................................................................................................4
Measurement of variables............................................................................................................5
Sampling options and requirements for sample...............................................................................6
Sampling technique.....................................................................................................................6
Sample size..................................................................................................................................6
Data collection.............................................................................................................................7
Data analysis technique...............................................................................................................7

2RESEARCH PROPOSAL: FACTORS INFLUENCING LEISURE SHOPPING
Ethical issues...................................................................................................................................7
Anticipated Findings........................................................................................................................8
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

3RESEARCH PROPOSAL: FACTORS INFLUENCING LEISURE SHOPPING
Introduction
The study is a proposal for the intended research analysis concerning the subject of
leisure shopping. The study is a proposal that contains the various aspects that will be utilized for
the essential analysis of the subject matter. The principal focus of the study are the factors that
affect leisure shopping among the consumers.
Analysis of Business problem
Problem statement
In the recent years it has been found that leisure shopping is gaining momentum among
the consumers in the market. The factors that is causing the same however, remain largely open
to speculations (Solomon et al., 2017). Hence, there is a significant need to find out the essential
factors that is leading to the growth of leisure shopping. The research will be focused towards the
systematic evaluation of the subject matter specifically keeping in focus the various shopping
malls.
Research aim
The aim of the research is to find the various factors that influence consumer behavior in
case of leisure shopping. It is widely accepted that shopping is a major leisure time activity. The
prospects of leisure shopping have been increasing greatly over the years and is expected to grow
further in the future. The study further aims to find out the influences that affect the buying
behaviors of people at shopping malls. Focus will be towards the evaluation of how people
engage in balanced spending activities concerning leisure shopping. Moreover, the focus of the
study will be towards understanding the exact influences of the various identified factors. The

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study aims to find the factors and the way they contribute to the buying decisions of the
customers especially in malls.
Research objectives
 To find the factors that tend to affect consumer behavior concerning leisure shopping at
malls
 To find the extent to which the various specific factors affect the consumer decisions
 The understand the present and the future prospects of leisure shopping at malls
Research question
 What are the specific factors that influence the behavior of customers at various shopping
malls?
Overall research design
Research design overview
The research will be done with the help of positivism philosophy, deductive approach and
descriptive research design. The methodologies have been utilized towards the systematic and
effective evaluation of the subject matter. The methodology has been planned in accordance with
the best implications that can be derived through them. The systematic research evaluation will
positively contribute towards bringing forward essential implications of the subject matter.
Research Philosophy
The research philosophy that would be used for the study is positivism. The philosophy
of positivism focuses on the usage of observable aspects of knowledge. The measurement that is
used is objective and direct. Considering the usage of positivism, the research will focus on the
collection and subsequent interpretation of data (Sirakaya-Turk, Ekinci & Martin, 2015). The

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same has been used in the study as the significant factual influences on the buyers concerning
their buying behaviors. This philosophy will help towards the presentation of factual and
evidence based data that will contribute to the effectiveness of the study.
Research approach
Deductive research approach will be used in the study. In this approach the focus is
towards testing the already established assumptions in regards to a given subject with findings
that emerge from the research (Lewis, 2015). This has been used in the research as the
assumptions in regards to the topic of the influences of consumer behavior need to be tested
against the findings that are generated through data interpretation. The deductive approach will
help in the systematic and effective evaluation of the subject. It is important to understand the
major implications that can be derived through this approach.
Research design
Descriptive research design will be utilized for the study. The descriptive research design
is focused towards determining, describing and identifying the solutions to the given problem of
the study. Descriptive design will be utilized to effectively analyze the scenarios that are present
in regards to the various shopping malls and the factors that influence buyers towards leisure
shopping in the same context. Descriptive design will help in the better presentation of the
research.
Measurement of Key Variables
Identification of main variables
Shopping has been a significant leisure activity for quite some time. Shopping malls have
facilitated this activity to a great extent. The products on offer are diverse and attractive for the

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customers and this adds to the leisure value to a great extent. However, there are many more
factors or variable that can affect customer behavior concerning leisure shopping. According to
Twigger (2016) leisure shopping among women is growing rapidly through the clothing and
apparel store across the various shopping malls. There are also other motivations that affect the
personal buying behaviors of people towards leisure shopping. As opined by Rabbiosi (2015) the
fashion industry plays a great part towards increasing the prospects of leisure shopping. It is
important to consider motives for leisure shopping and the features of the shop. The variables
that are to be considered within the motives for shopping are atmosphere of the mall, viewing
attractions and other factors. The shop feature aspects include variables such as layout, neatness,
product variety. The important variables to consider here are how often people are motivated and
what enjoyment they get from shopping at various places. Moving forward the other issues that
need to be essentially considered are leisure shopping behaviors induced by travelling, appeal of
the shopping malls, appeal of the themes of the malls, the closeness of the mall to the residences
of customers and the overall expenditure that the consumers can afford for leisure shopping
(Zaidan, 2016). Leisure shopping in the recent past has been equated with any other significant
leisure motives. Shopping just for fun by the customer have been utilized as a major sales option
by the various shops. Leisure shopping has also been utilized for strategically organize special
sales across various shops.
Measurement of variables
The variables will be measured through specially designed surveys that will be provided
to the customers to measure their influences on their buying behaviors. The variables will be
tested in accordance with their potential towards influencing the customers. A questionnaire will
be made that will be focused towards understanding the various reasons for which customers

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engage in leisure shopping. The survey will be distributed among a significant portion of
customers. The variables that are the most significant will be found through effective analysis of
the results that will be generated. Firstly, the significant variable to consider will be customer
motivation. This will be found through finding the aspects that influence the customers the most.
The second variable will be the attractiveness of the shops. This can be understood by finding the
number of shops that attract most number of customers (Labbé et al., 2018). Moving forward the
variable that will be considered is how often the consumers engage in leisure shopping. This will
again be analyzed effectively through the survey questions. The customers will be questioned on
the basis of how often they go for leisure shopping. Moving forward an important variable of
community or personal motivation to go leisure shopping will be essentially discussed. The
variables will be measured through questions that will be specifically focused towards generating
better implications of the analysis.
Sampling options and requirements for sample
Sampling technique
The study will be incorporating probability sampling, meaning that the respondents will
be selected randomly (Smith, 2015). The respondents will be the normal customers that visit the
various places of shopping at any given time. The sampling will incorporate measures to gather
information from a large number of respondents. This will provide much better data in regards to
the research questions. Probability sampling can have its limitation but it will be used in order to
gain responses through which the shopping oriented inclinations of the customers will be
understood.

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Sample size
The sample size that will be selected is 100 respondents. The sample size will help in the
determination of essential data that can contribute towards the better understanding of the subject
matter. The number of respondents have been selected to contribute towards better evaluation of
the research subject. The information gathered from the large number of respondents will help in
the better representation of data that can be effectively analyzed. 100 respondents can contribute
greatly to the authenticity of generated data.
Data collection
The data collection method that will be used will be primary data. Primary data is
collected from various respondents. The data collection method as mentioned previously will be
sample questionnaires. The data collection method has been selected on the basis of feasibility of
gaining essential information. Questionnaires will be distributed among the selected respondents
and their responses will be gathered.
Data analysis technique
Primary data analysis technique will be utilized in the study. Primary data will be
collected from a large number of respondents with the help of survey. The survey samples will
then be analyzed for gathering significant implications. The data analysis technique that will be
utilized will be analysis of generated responses from the survey. The respondents will be given
option to mark the factors that influence them most from a number of available options. The data
will be generated from the various options that will be the most selected by the respondents.
They will be analyzed subsequently.

9RESEARCH PROPOSAL: FACTORS INFLUENCING LEISURE SHOPPING
Ethical issues
Ethical issues in researches can greatly affect the acceptability and authenticity of the
researches. The major ethical issues can be manipulation of data, false sampling, and forceful
gathering of data. The researchers will take measures to stop all forms of ethical issues that can
affect the study. Effective steps will be taken to stop any form of data manipulation that can take
place. The study will stay true to the ethical standards of academic research. No forms of force
will be applied on the respondents for gathering their responses. The respondents will not be
forced and only be used in accordance with their consent. The researchers will not be using any
forms of misleading information in the study. A significant issue that can affect the data
collection procedures is the identity disclosures of the respondents. The anonymity of all the
respondents will be maintained while publishing the results. No confidential organizational
information will be revealed through the publication of the data. Hence, apart from maintaining
the authenticity of data the study will also focus towards maintaining the privacy of the
respondents and organizations if any. No unfair means of gathering data will be utilized and the
respondents will be made aware of the context of the survey gathering.
Anticipated Findings
The anticipated findings of the proposed research will be the predominance of the role of
advertising and promotion in influencing the leisure buying behaviors of the customers. The
findings will be focused towards the newer factors that are increasingly affecting the consumer
behaviors of the people. Significant findings can be gathered in relation to the operations of the
shopping malls that are influenced by the leisure buying behaviors of the buyers. The major
motivations that tend to affect the customers presently are the various trends that emerge from
time to time.

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Conclusion
In conclusion it can be said that the research proposal is focused towards the essential
understanding of the subject of consumer behavior in leisure shopping and the factors that affect
the same. The systematic nature of the proposed study will greatly help towards gathering
implications that can contribute towards future researches.

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References
Labbé, D., Poldma, T., Fichten, C., Havel, A., Kehayia, E., Mazer, B., ... & Swaine, B. (2018).
Rehabilitation in the real-life environment of a shopping mall. Disability and
rehabilitation, 40(7), 848-855.
Lewis, S. (2015). Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), 473-475.
Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design.
Routledge.
Rabbiosi, C. (2015). Renewing a historical legacy: Tourism, leisure shopping and urban branding
in Paris. Cities, 42, 195-203.
Sirakaya-Turk, E., Ekinci, Y., & Martin, D. (2015). The efficacy of shopping value in predicting
destination loyalty. Journal of Business Research, 68(9), 1878-1885.
SivaKumar, A., & Gunasekaran, A. (2017). An empirical study on the factors affecting online
shopping behavior of millennial consumers. Journal of Internet Commerce, 16(3), 219-
230.
Smith, J. A. (Ed.). (2015). Qualitative psychology: A practical guide to research methods. Sage.
Solomon, M. R., White, K., Dahl, D. W., Zaichkowsky, J. L., & Polegato, R. (2017). Consumer
behavior: Buying, having, and being. Boston, MA, USA:: Pearson.
Twigger Holroyd, A. (2016). Perceptions and practices of dress-related leisure: shopping,
sorting, making and mending. Annals of Leisure Research, 19(3), 275-293.