Research Development and Planning: Consumer Shopping Patterns Analysis

This report presents an analysis of consumer shopping patterns, based on interview data from 20 respondents. The research explores various themes, including the understanding of shopping patterns, the distinction between customers and consumers, consumer motives, the need for consumer behavior studies, buyer characteristics, buying patterns and decision processes, the importance of identifying changing shopping patterns across industries, and specific shopping patterns in the clothing industry. The findings indicate that consumers possess a basic understanding of market shopping patterns, differentiating customers from consumers based on their purchasing and engagement behaviors. Consumer motives are primarily driven by the desire to purchase products at the best price, and the study underscores the significance of understanding consumer behavior to meet their needs and increase revenue. Key buyer characteristics are identified, alongside the importance of understanding buying patterns and decision processes. The research emphasizes the necessity of identifying changing shopping patterns across industries, especially within the clothing sector, where factors such as income and disposable income significantly influence consumer behavior. The report concludes with the impact of eCommerce on the clothing industry, highlighting the need for businesses to adapt to online shopping trends, offer diverse payment options, and provide convenient delivery methods to meet evolving consumer expectations and ensure business growth. The modern consumer's preference for online shopping, bulk purchases, and discounts, necessitates businesses to be mobile-web-ready with native applications to streamline the shopping experience.

RESEARCH
DEVELOPMENT AND
PLANNING

Table of Contents
Acknowledgement...........................................................................................................................3
PART 2............................................................................................................................................5
FINDINGS AND ANALYSIS........................................................................................................5
INTERVIEW...................................................................................................................................5
Approach (Planned and actual)......................................................................................................13
Research Type...........................................................................................................................13
Research Approach...................................................................................................................13
Research Philosophy.................................................................................................................14
Data collection..........................................................................................................................14
Data analysis.............................................................................................................................14
Sampling...................................................................................................................................15
Ethical consideration.................................................................................................................15
Research Limitation..................................................................................................................15
Reliability and validity..............................................................................................................16
CONCLUSION..............................................................................................................................17
RECOMMENDATIONS...............................................................................................................18
REFERENCES..............................................................................................................................20

PART 2
FINDINGS AND ANALYSIS
In this chapter interview research instrument is used to gather qualitative information from
variety of respondents. 20 respondents are selected to for gathering their opinions and views so
that organization could make changes to fulfil the requirements and needs of consumers.
INTERVIEW
Q1) Do you have basic knowledge about the existence of shopping pattern in the market?
Q2) If you get chance, how do you make difference between customer and consumer?
Q3) According to you, what defines motives of consumers?
Q4) Why do you think that there is requirement of conducting study of consumer behaviour?
Q5) As per your opinion what are the characteristics of buyer?
Q6) As per your knowledge what are buying patterns and decision process?
Q7) As per your opinion, is it necessary to identify changing shopping pattern in different type of
industries? If your answer is yes then answer why?
Q8) What do you think about the shopping pattern in the clothing industry?
Q9) What are the factors that affect the shopping pattern of customers?
Q10) Does identifying such factors really help businesses to grow?
Theme 1: Basic knowledge about the existence of shopping pattern in the market
Q1) Do you have basic knowledge about the existence of shopping pattern in the market?
Interpretation:
The whole 20 respondents have said yes that they have basic knowledge regarding the existence
of shopping pattern in the market. These respondents have said that shopping patterns in the
market are basically pattern of consumers that tells and explains the reasons that assist people to
make decisions related to their purchase. Generally these are the routines and habits of the people
for buying the product or service. It is described by purchase earlier made by people and it
clearly defines the quantity, frequency, timing etc. The shopping pattern of people changes with
time so that they could fulfil their desires, needs and expectations.
Theme 2: Make difference between customer and consumer

Q2) If you get chance, how do you make difference between customer and consumer?
Interpretation:
Out of total 20 customers, the whole 20 participants have said that customer is known as the
person who continuously buys from the specific brand or from the shops to purchase. In simpler
words they are the people who regularly buys specific company’s item and the consumer is
known as the person who invests their time in engaging in different activities like selecting,
using, searching and disposing of products. Consumers are the audience that focuses on
disposing services, ideas, experiences and products. They both hold great importance in the
organization because ultimately they are the one who purchases product from company or
organization.
Theme 3: Motives of consumers
Q3) According to you, what defines motives of consumers?
Interpretation:
From the chosen 20 respondents, 15 participants have said that consumers are the individuals,
group of people who have the purpose of buying specific product. Motive or purpose is defined
as strong instinct emotion, desire or urge that assists people to make decision regarding the
purchase of products. The other 5 participants have answered that the motive of consumer is to
purchase products at best price. For this consumers focus on analyzing different alternatives of
the same product available in different price. So that best product could be bought by consumer
at reasonable prices. Ultimately needs, expectations and desires of the consumers play significant
role as they are known as motive of those individuals.
Theme 4: Requirement of conducting study of consumer behaviour
Q4) Why do you think that there is requirement of conducting study of consumer behaviour?
Interpretation:
From the total 20 consumers, 13 participants have answered that companies should definitely
conduct study of consumer behaviour because it helps in identifying the needs, expectations,
requirements and desires of consumers. This helps in providing products for fulfilling all these
requirements in a very easy manner because company would be at safer side as they would
clearly know how to fulfil the expectations of people. The other 8 respondents have answered

that it helps in increasing the revenue and profit level of organization because company would
directly fulfil the demand of consumers that ultimately attract them towards the offerings of
organization. When organization gets more number of consumers then automatically sales would
increase.
Theme 5: Characteristics of buyer
Q5) As per your opinion what are the characteristics of buyer?
Interpretation:
There are total 20 customers taken with the assistance of probability sampling. 10 respondents
have answered that buyers are the individuals who very well know about the things they want as
they have knowledge what are the things that could satisfy their needs, desires and requirements.
They also believe that buyer is the person who always has some demand and needs from
different companies and organization. Another 10 respondents have answered that buyers are the
audience of organization who spend their money to buy products so they are the one who have
full authority and power to decide what they want to purchase. They also believe that sometimes
people are in urgency that makes people to buy specific products even then when they do not
want to spend on things.
Theme 6: Knowledge what are buying patterns and decision processes
Q6) As per your knowledge what are buying patterns and decision process?
Interpretation:
From the selected 20 consumers, 18 respondents have given their opinion in which they said that
buying pattern is defined as the process among consumers which make them buy products after
considering variety of factors. Pattern of buying makes person to purchase products and services
as per their choice and need. They said decision process is also very important for customers
because it helps people in identifying needs and gathering information so that right decision
could be made. The other 2 respondents have answered that buying pattern of consumers are
connected to the changes occurring in the market and they decision process is when consumers
try to evaluate same products with different criteria so that best product could be bought.

Theme 7: Necessary to identify changing shopping pattern in different type of industries, if
your answer is yes then why
Q7) As per your opinion, is it necessary to identify changing shopping pattern in different type of
industries? If your answer is yes then answer why?
Interpretation:
From the given 20 consumers, 19 respondents have believed that according to them it is
necessary to identify changing shopping pattern in every type of industries because it has various
benefits which may include fulfilment of consumer’s demand, expectation of different
individuals, identifying needs of people, their ability to pay, their income, their disposable
income etc. These are the things that could be easily found out by companies to determine the
shopping pattern of people. The remaining 1 respondent have answered that there is no need of
identifying changing shopping pattern because there are time even when consumers’ do not
know what they want so it creates opportunity for organization bring new product.
Theme 8: Shopping pattern in the clothing industry
Q8) What do you think about the shopping pattern in the clothing industry?
Interpretation:
According to 12 participants shopping pattern is the type of particular way of buying products.
Basically in this their habit and behaviour is analyzed towards purchasing of products from
variety of brands. This pattern assists organizations to understand that particular client is useful
for the business or not because company analyzes if they would be to fulfil the requirements of
people or not by their offerings. Another 8 respondents have said that analysis of shopping
pattern helps in bringing change in the clothing industry because it provides opportunity to bring
stylish products as per the need of people. This also provides opportunity of reach out to new
consumers who are able to purchase products from the different clothing organization.
Theme 9: Factors that affect the shopping pattern of customers
Q9) What are the factors that affect the shopping pattern of customers?
Interpretation:
There are 7 respondents who have said that income of the consumer is one of the factors that
affect shopping pattern of consumers because if people have great source of income then it could

be found that they are involved in buying costly products on regular basis. The other 8
respondents answered that disposable income of the people also have great importance in the
shopping pattern of consumers as how much money a person has to spend, if that person is more
interested in saving the money rather than purchasing products then they are the people who
would buy less products from the organization.
Theme 10: Identifying such factors really help businesses to grow
Q10) Does identifying such factors really help businesses to grow?
Interpretation:
20 respondents have answered yes that identifying factors really help businesses to grow because
it helps in creating opportunities for organization and finding ways to eliminate risks.
From the above analysis, it is concluded that there are different changing patterns within
clothing industry. On the basis of these trends customers buy the type of clothes they want. Over
the last few seasons, eCommerce has grown at a breakneck speed. The epidemic has only
hastened acceptance across all businesses. To avoid venturing into public areas, consumers are
now opting for online purchasing for even their daily requirements. Fashion and clothing
companies must increasingly explore selling their items online. It will allow companies to reach
out to local clients while also attracting new ones by advocating a "safer" method of buying that
allows them to spend in-store while still making purchases. The modern customer is more well-
informed than ever before. They are aware of the potential for item availability restrictions and
delivery delays. As a result, you'll notice that this new client prefers to buy specific goods in
bulk. As a result, by making a single purchase, they can be prepared for days to come. At around
the same way, they're seeking for businesses that can provide them discounts so that they would
save money on other products they require. Fashion and clothing companies will need to learn
more about their customers and determine which of their items can be offered in quantity.
Designing fashion apparel bundling is a wonderful way to increase sales currently now, but
taking into account what you're selling is also a fine decision. This customer behavior must be
taken into consideration by fashion and clothing merchants in order to reach them where they are

most engaged. It's a good idea to go beyond mobile-web-ready online stores and create native
applications for your business. The easier it is for customers to browse your items, build wish
lists, and buy, the higher your conversions will be. Because they wish to restrict their interaction
with the outside world, more customers are opting to pay for their goods online. You can observe
a definite shift away from COD (cash on delivery) and toward online payment methods such as
Netbanking, digital wallets, and other options. Fashion and clothing retailers must consider the
many sorts of customers that may visit their online site. To avoid losing revenue, it's critical to
currently offer several payment options to customers. It's a good idea to start by looking at what
brand current customers use to make online payments. Then have a look at what other businesses
are doing to make online buying easier for their customers. Keep in mind that the goal is to
provide acceptable payment options in your target market. In keeping with the consumer's desire
to avoid touch with delivery workers, providing the appropriate delivery mode has become
critical in surviving the COVID-19 delay. Many customers will abandon your business if you
just provide standard delivery methods that do not include no-contact and doorstep delivery. As a
fashion and apparel retailer, you must have a hygiene section on your website. This page should
detail how you adhere to all rules in order to ensure that orders are delivered safely. Consumers
will give you additional brownie points if you include a sentence or two about your packing
procedure. These are trying times, and now the new generation of consumers is choosing to give
back to the people. The amount of individuals who choose to connect with a business or buy
from them for learning that they support a cause that is widely shared has increased. More than
discounts, ‘cause marketing' will help internet merchants increase sales. Fashion industry
businesses will need to research what matters most to their target demographic. Then you must
figure out how else you can assist them in their willingness to educate people needing. The new
normal is still being adjusted by consumers. It is why individuals spending patterns have shifted
from week to week. While certain businesses have experienced an increase in the amount of
purchases done online, others are not even on the list of "should check out these items."
Customer behavior isn't the only thing your fashion and clothing business needs to consider. You
must also determine what goods people are seeking for and utilizing. The closer you get to
selling know what customers want, the more likely they are to buy from company. Consumers
expect online merchants to provide an engaging platform, given the growth in mobile app usage
and technology. Because customers have few options for getting a feel for a product, they expect

businesses to provide as much information as possible so that they can make an informed
decision. Customers may virtually try on goods in your business using smart applications. This
will assist them in visualizing how the product will seem on them. It will, on the other hand,
assist your shop in reducing the quantity of returns and refunds. Consumer behaviour continues
to evolve. But one thing is clear: digital is the way to go, as seen by the ease with which
lockdown limitations are being lifted. The only way to survive the epidemic for fashion and
clothing businesses that have been subjected to tighter lockdowns and limitations is to go closer
to customer needs. They can fill in the gap in the market and identify the goods that are needed
and the ones that are outmoded by studying how customers choose things. Consumer behavior
research also aids marketers in determining how to display their products in a way that has the
most influence on customers. Identifying buying behaviour is the foundation to connecting with
and entertaining company customers, as well as convincing them to buy the product through
company. What consumers think and feel about various alternatives (brands, goods, etc.) should
be revealed by a consumer behavior study; What motivates customers to select amongst
numerous possibilities; Consumers' conduct when researching and purchasing; how their
surroundings (friends, family, the media, etc.) affect their behavior. Various factors have an
impact on consumer behavior. Consumer purchasing patterns and buyer trends should be studied
by marketers. Fashion is the world's second most polluting sector, with a significant influence on
the planet's resources. Textile production and fast fashion demands have serious consequences
for natural resources, corporate greed, and destruction wrought by clothing manufacturing,
waste, and recycling. Many factories, marketers, and providers are increasingly tackling
sustainability concerns by producing eco-friendly textiles, and that's not acceptable. Consumers
must take the lead in order to make a real change in the long-term sustainability of textile
production. Consumers with the ability to force change. Changing consumer behavior toward
rapid fashion, on the other hand, is a difficult task. The fashion industry has responded to the
demand for more environmentally friendly apparel alternatives and manufacturing. Fashion
Revolution, Fair Wear, and Clean Clothes are just a few of the campaigns gaining popularity in
the business. Exporters and companies are developing and employing more environmentally
friendly production processes, producing eco paints and fibers, adopting CSR initiatives,
proactively educating their users on structure which allows, and simplifying textile supply chains
to decrease wasted. Despite the fact that these efforts are having an impact, consumers continue

to be hesitant to purchase sustainable clothes. The fashion business will not survive without their
support. Consumers face a difficult task when it comes to purchasing fashion. Self-image,
willingness to buy, and reconfiguring fashion combine with cost, personal circumstances,
enormous excess, and a misunderstanding of the clothing business to produce a challenging
combination of behaviors to alter. Increasing public awareness and education about the negative
effects and repercussions of rapid fashion on the environment, as well as the advantages of
sustainable fashion. Efforts like the Sweatshop series and campaigns by major retailers like
M&S' Plan A will have a significant influence on consumer education.
Brands must design environmentally friendly garments that are also fashionable in order for
consumers to want to buy and wear them. Customers like to buy stylish clothes, therefore
making this a priority in sustainably manufactured apparel is critical to influencing customer
behavior. Industry and manufacturers must establish robust recycling and trash reduction
programs that are simple to implement for consumers, while also addressing pre- and post-
recycling streams. It is also critical to ensure that clothes and textiles can be recycled
successfully and easily in the first place.
Creating innovative and unique methods for customers to interact with fashion. Many eco-
fashion start-ups are moving ahead in this sector, encouraging customers to think carefully their
design purchases while providing sorrow alternatives. MUD Jeans, with its sorrow ‘Lease A
Trousers,' Tom Cridland's 30 year jacket, and Rentez-Vous are among them.

Approach (Planned and actual)
Research Type
In research methodology section, there are three main types of research that scholar
actually used in order to generate better outcomes. Such that qualitative which determine only
non-numerical data in order to understand concepts and opinions (Basias and Pollalis, 2018).
With the help of this, in-depth insights into a problem can be used to generate new ideas. Next is
quantitative research type which is a process of collecting and analysing only numerical data.
With the help of such method causal relationship will be identified in order to generate best
results. Last is mixed research which is a mixture of qualitative and quantitative that also helps to
generate the best osteotomes.
From these, Qualitative research type will be adopted by the scholar in order to assessing
the impact of the frequent changes in the shopping pattern of consumer in clothing retail market.
That is why, aspects with regards to shopping pattern of customers are theoretical which in turn
can be addressed through qualitative investigation. In addition to this, with the help of such
method, investigator will examine frequent changes in the customer buying behaviour and this in
turn provide valid outcomes as well.
Research Approach
The plan and procedure for a research which extend the steps from broad assumptions
into detailed methods of data collection is known as research approach. With the help of this,
problems will be solved so that effective decision can be taken. There are three types of research
approach such that inductive which starts with observation and theories that proposed towards an
end of research approach (McPherson, Reese and Wendler, 2018). Next is deductive which is
completely relied upon quantitative research in order to test the theories. Third is abductive
which is designed to minimize the cons of deductive and inductive research approach.
Therefore, researcher will use inductive research approach because it assist in analysing
and making assessment of qualitative study instead of quantitative. That is why with the help of
such approach, scholar is able to evaluate the impact of the frequent changes in the shopping
pattern of consumer in clothing retail market.

Research Philosophy
It is the belief about the way through which the data about a phenomenon which must be
gathered and analysed in order to generate the best outcomes. There are two main types of
philosophy which can be used by the scholar such that Interpretivism which helps to integrate the
key element into the study. Whereas positivism philosophy which adhere to factual data which is
gained through an observation by the scholar.
In order to assessing the impact of the frequent changes in the shopping pattern of
consumer in clothing retail market, interpretivism research philosophy will be adopted. In
addition to this, with the help of chosen philosophy scholar will usually focused on the meaning
and may employ multiple methods in order to reflect various aspects of an issue. Hence this in
turn assist to generate the best outcomes pertaining to chosen topic.
Data collection
Data collection is the process which is used to gather and measure the information on
variables that assist to answer the research questions. With the help of this strategy, scholar also
identify the problems and tries to solve the issues in order to generate the best outcomes. There
are two types of data collection methods which will be used by investigator for this current
study. Such that with the help of primary data collection methods, scholar will be able to provide
fresh and valid information by using survey method (Mohajan, 2018). Under this, questionnaire
will be designed in which questions are asked pertaining to changing shopping behaviour. On the
other side, with the help of secondary research, relevant scholarly articles, books and journals
are chosen that assist to conduct the study in more precise manner.
Therefore, by using both types of data collection methods, scholar will be able to meet
the define aim and objectives. Along with this through secondary data collection method,
previous or past studies pertaining to shopping pattern will be assessed for developing brief
thesis.
Data analysis
The process is all about cleaning, transforming and modelling the data in order to
discover the useful information so that effective results can be taken. There are two types of data
analysis method which can be used by the scholar in order to generate the results such that
thematic data analysis which in based upon qualitative study. Whereas data generated from SPSS
software is another type which is based upon quantitative research and also complied with