Effect of Technology on Consumer Buying Behavior: Apple Inc.

This research proposal investigates the impact of technology on consumer buying behavior, with a specific focus on Apple Inc. The study aims to understand how technology influences customer purchasing decisions, analyzing both positive and negative effects on sales revenue. The research will address the influence of technology on customer behavior, identifying recommendations for optimizing technology's role in influencing consumer decision-making. The methodology employs a deductive research approach using a descriptive and exploratory research design. Data will be collected through surveys and interviews, with a mixed-methods approach for data analysis. The research philosophy will be based on positivism. The proposal aims to contribute valuable insights into how technology shapes consumer behavior within the competitive electronics market.

Running head: RESEARCH PROPOSAL
RESEARCH PROPOSAL
Name of the student
Name of the university
Author note

1RESEARCH PROPOSAL

2RESEARCH PROPOSAL
Title:
Effect of technology on consumer buying behavior (a case study of apple inc.)
Topic area
In the 21st century technology has become important
contributor in influencing the buying behavior of the
customers (Kimixay, Cheng and Xiangdong 2019). It
cannot be denied that technology has placed power on the
hands of the consumers. It is true that customer behaviors
seems to be highly influenced by the internet enable tablets
and smart phones. In case of promoting the positive
customer relationship, technological advancement has
brought huge changes in the customer purchasing power. In
the competitive business environment, changing innovation
trends have created huge pressure on the companies in case
of maintaining their brand reputations in the market
(Waheed and Yang 2017). Due to availability of internet
among the people, getting the product related information
has become quite easier for the customers. As a result,
before making any purchasing decision, comparing the
brand value as well as product values, consumers have

3RESEARCH PROPOSAL
invested in products.
What reading have you done in this
area?
If possible indicate key papers you
have read and briefly explain what you
have understood from reviewing the
literature
The purpose of the research proposal is to shed light on the
influenced on the technological advancement on changing
the decision making process of the customers. The research
proposal will be developed in the marketing context of
Apple in, which is leading electric brand in the global
market. Although the company has gained huge popularity
in the market due to its rapid innovation as well as standard
quality of products, but there are many other companies,
which have started giving tough competition to this brand.
On the other hand, the marketing activities have become
highly influenced by the technologically advanced
activities. It is true that technological advancement has
brought huge revolution in the trade sector, but it is also
true that it has also brought various negative impact to the
company. The purpose of this paper is to identify the
impact of technological advancement in influencing
customer decisions.

4RESEARCH PROPOSAL
Research question/aims How the technology impacts on the customer buying
behavior?
How the technology impacted on generating the sale
revenue in Apple Inc?
What are the positive and negative influences of
technology on customer purchasing behavior?
What can be the recommendations for influencing the
customer decision making process by using technology in
appropriate manner?
Objectives to meet the project
aim(s)
 To understand the impact of technology on
influencing the customer buying behavior.
 To analyze the impact of technology on generating
the sale revenue in Apple Inc.
 To examine the positive and negative influences of

5RESEARCH PROPOSAL
technology on customer purchasing behavior.
 To identify the recommendations for influencing
the customer decision making process by using
technology in appropriate manner.
What is the rationale for this
research project?
How has your reading of the literature
led to your research question/aim?
(gap in literature? theory
development?)
What is the benefit for
industry/field/society? What are the
potential implications of this research?
In the emerging business environment technological
development has become an important concern for the
companies to maintain customer satisfaction (Waheed,
Yang and Rafique 2017). It is true that the present scenario
cannot be compared with the 10 to 15 years back scenario
in the market. Getting connected with the customer has
become easier in now a days. With more devices like
tablets, iPhone iPod, laptops etc. the gap between the seller
and buyer has got reduced. Especially in the electronic
market due to Rapid innovation practices old one has
become obsolete and people running after the new
innovation.
In the situation has become quite challenging to understand
the adaptability behaviour of the customers. On the other
hand due to Rapid technological development the
companies are facing huge pressure to maintain their
sustainable position in the market. The purpose of this
study is to critically analyse the impact of technology on

6RESEARCH PROPOSAL
driving the customer behaviour. Key factors, which are
related to technology will be critically analysed for
enhancing the scope of research. Analysing the literature
has been identified that due to improper introduction of
existing business model followed by the company the gap
has been created. although it is common discuss topic but
focusing on the particular company is more important for
understanding the actual scenario as result may vary in
different companies.
Proposed methodology
What is your overall research
approach/strategy?
If relevant, what is your research
design?
Why is this the appropriate
strategy/design for your research
question/aim?
What are your methods of data
collection?
Research approach.
Choosing appropriate research methodology is very
important for developing an appropriate research paper.
The entire research will be developed by following the
deductive research approach. In the deductive research
approach, using the existing models and theories are being
used. On the other hand, new theories are being developed
while using the inductive research approach.
Justification of the chosen research approach
Here, the deductive research approach will be appropriate
for the research proposal. As the research paper will not
introduce any new model or theory related to the topic, in
that case, it can be said that deductive research approach

7RESEARCH PROPOSAL
What kind of data are you collecting?
If relevant, what is your sampling
strategy (sampling frame and sampling
method) OR selection/recruitment
criteria)
How much data do you need?
How will you collect your data
What are your methods of data
analyses?
Justify your choice of methods and
analysis (how does it fit your research
question/aims/objectives)?
will be appropriate for developing the research project.
Research design
Research design can be considered as the research
framework. Based on the research questions, the research
design is being developed (Limited, Bresler and Stake
2017). Descriptive or analytical, explanatory and
exploratory are the important research designs that are
being used while conducting a research project. In order to
analyze the research characteristics, descriptive research
design is being selected. In order to increase the
understanding ability of the researcher on the subject,
exploratory research design is being followed. In order to
understand the research problem and developing the
interrelationship between the research variables,
exploratory research design is being selected.
Justification of the chosen research design
Exploratory research design will be beneficial in terms of
establishing the strong foundation of the research paper. It
can help the researcher to develop strong interrelationship
between technology and customer purchasing decision.
Data collection
Both the primary and secondary sources will be used in
research paper. Primary information will be collected by

8RESEARCH PROPOSAL
conducting the survey on customers. \Simple random
sampling technique will be used for collecting responds
from 30 customers. On the other hand, interview will also
be conducted for collecting the information from 3
managers. The secondary information will be collected
from different internet sources, journals and articles.
Data analysis
In case of analyzing the survey information using the
quantitative data analysis technique, information will be
converted into charts and diagrams. On the other hand,
qualitative data analysis technique will be followed for
converting the information of interviews into transcripts.
Secondary sources will be analysed using the conceptual
presentation. Choosing these data analysis techniques, the
customer perspectives can be properly explained in the
paper.
What is your epistemological
position?
Based on ALL the above information,
what do you think is your research
In order to understand the research beliefs and
values, research philosophy can be considered as the
important part in research paper. In this paper positivism
research philosophy will be selected for understanding the
issue of the paper in detailed manner.

9RESEARCH PROPOSAL
philosophy and why?

10RESEARCH PROPOSAL
References and bibliography
Nguyen, L.T., Jamal, A., O’Brien, J. and Nawaz, I.Y., 2017. The effect of click & collect service
in the context of retail atmospherics on consumer buying behaviour in terms of repurchase
intention: an empirical study of Tesco UK. In 4th International Conference on Innovation in
Economics and Business (Vol. 87, pp. 43-51).
Hussain, S., Guangju, W., Jafar, R.M.S., Ilyas, Z., Mustafa, G. and Jianzhou, Y., 2018.
Consumers' online information adoption behavior: Motives and antecedents of electronic word of
mouth communications. Computers in Human Behavior, 80, pp.22-32.
Waheed, A. and Yang, J., 2017. The effect of e-marketing and outdoor media advertising on
exploratory consumer buying behavior. International Journal of Customer Relationship
Marketing and Management (IJCRMM), 8(1), pp.30-48.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited. Bresler, L. and Stake, R.E., 2017. Qualitative research methodology in music education.
In Critical Essays in Music Education (pp. 113-128). Routledge.
Waheed, A., Yang, J. and Rafique, K., 2017, January. Understanding the effect of E-marketing
(eM) on online consumer buying behavior. In Proceedings of the 2017 International Conference
on Management Engineering, Software Engineering and Service Sciences (pp. 163-167). ACM.
Kimixay, L., Cheng, L. and Xiangdong, L., 2019, January. An Empirical Study to Understand
the Effect of Email Marketing on Consumer's Online Buying Behavior in a Developing Country.
In Proceedings of the 2019 3rd International Conference on Management Engineering, Software
Engineering and Service Sciences (pp. 179-183). ACM.