Consumer behavioris a vital element for any corporation before launching the products and services. When a company is unable to evaluate how a customer will respond towards the particular products and services then it could face substantial losses. Understanding consumer behavior is very difficult because each customer has different belief and mind with regards to purchasing, consumption,and disposal of products and services. In addition, there are different researches has conducted on theories and concept of consumer behavior, which is beneficial for marketing of goods and services. Studying consumer behavior is beneficial for understanding the different factors affecting purchasing decision (Joshi and Rahman, 2015).
There is a continuous modification of the technology, fashion, attitude of consumers, living standard and trends regarding buying of products and services. This research helps to understand the factors affecting consumer behavior a case study on Aussie Commerce Group, Sydney. In modern times, understanding of these factors is essential as the marketing of these products and services highly rely on these factors. Consumer behavior is an effective tool that makes competent tothe marketer for attaining the sales objectives (Kumar and Ghodeswar, 2015). This research also focuses on different strategies for influencing the consumer behavior.
This investigation would aid a researcher in generating the in-depth understanding regarding the theoretical framework of factors affecting consumer buyingbehavior. This research proposal would be significant for Aussie Commerce Groupbecause it develops the understanding regarding several factors, which affects the consumer buying behavior. Consequently, it would enable Aussie Commerce Group to make a logical decision regarding factors affecting consumer buying behavior. This research would be imperative for an investigator to conduct further research about the research problem and also facilitates the information regarding strategy to influencing the consumer purchasing behavior (Jung, et. al., 2016).
Problem definition
Management problem
Aussie commerce group facilitates e-commerce facilities. A corporation deals and keeps the online platforms for selling the vacation packages, home products,and other products. Aussie commerce group deals with the customers throughout Australia. Consumer behavior could be broadly categorized into decisions and actions that persuade the purchasing decision of the consumer. There are different factors, which drivers the consumer for selecting a particular product and service. Aussie commerce group faces issue to understand the behavior of consumer (Rani, 2014). This research study helps to understand the issue of Aussie commerce group.
Research questions
Research objectives
RO1: Meaning and concept of consumer behavior: A case study of Aussie commerce group
According to Wang Wang and Liu (2016), consumer behavior is defined as the buying tendency of customers. A person who goes to buy the products and services does not need that they should be bought it. There aredifferent proceduresfor making the decision to assess the consumer behavior. This aids to understanding the process that a customer can apply before making a decision about the products and services. There are several factors that may influence the purchasing judgment of consumers like cultural, personal, psychological and social factors. Marketers should assess the purchasing decision of consumer with regards to specific products and services.
In opposed to this, Chiu et al. (2014) evaluated that there is a requirement for marketers to understand how a consumer purchases specific products and service and what resist him from purchasing. It is assessed that marketing is a process of finding the needs and wants of customers, encouraging the benefits of products to targeted customers and developing the products and services solution to match the customer’s needs. It is also identified that developing understanding about the consumer buying behaviors and phases that are applied by consumers for making a buying decision can enable Aussie commerce group to make a effective marketing plan.
RO2: Factors affecting consumer purchasing behavior: A case study of Aussie commerce group
In the view of Wang Malthouse and Krishnamurthi (2015), there are certain factors which may influence the consumer behavior. These factors are behavioral, social, cultural and psychological. In this way, culture plays an imperative role for Aussie commerce group to analyze the behavior of consumers. Culture is the critical opinion of individual behavior that incorporates the culture of a person, the character that society plays and societal attitude and its customs, traditions,and values. Hence, culture needs should be significantly evaluated by Aussie commerce group as it is a crucial factor for persuading the behavior of the consumer.
In opposed to this, Turban et al. (2017) stated that sub-culture is the set of the person who contributes same values, traditions,and values. Therefore, Aussie commerce group should emphasize on the racial group, nation, religions who comes from alike geographical field as it will be significant to favorably impact the behavior of consumers. In addition, it is assessed that society could alias social class. A corporation should emphasize on the social class that could be targeted as generally purchasing structure of the social class is quite homogenous to other individuals.
Pappas et al. (2016) evaluated that there are certain social factors which may influence the behavior of the consumer. In the social class, reference group has a high impact on the purchasing decision of consumer in case of Aussie commerce group. Its impact can be diverse from one product and brand to another productofthe company. This group focuses on the belief and views of leaders. In addition, the attitude of customers is persuaded by different variables such as motivation, personalities, families and their members who have more individual together because of marriage and blood relationship.
In support of this,Hajli (2014) stated that personal factors could influence the purchasing decision of consumers. There are several personal subfactors that may influence the behavior of customers. In such way, the age of consumers and his life cycle is two essential sub-factors for Aussie commerce group in personal factor. As per the life cycle and age, there could be possibilities of making changes in purchasing decision and motive of customers. Hence, it could be illustrated that Aussie commerce group should focus on personal factors for persuading the behavior of consumers.
RO3: Marketing strategies to influence buying decision: A case study of Aussie commerce group
As per the view of Yoon and Occeña (2015), suggested that company can deliver the different category of choices like international and local cuisines and brands. As a result, it would make competent to Aussie commerce group for attaining the customer’s needs by offering them a different category of alternatives. In addition, the product should be identified by experts for delivering the premium quality products to customers. This standard will permit the corporation for attaining the customer’s need as per their personality.
In support of this,Hamari et al. (2016) discussed that company should keep the premium prices as compared to its competitors at the marketplace. It is assessed that Aussie commerce group should provide a broader category of finest products because of highly competitiveness within the market. It can also offer a reward program for persuading the purchasing decision such as it can offer the voucher for pooling points. Consequently, there is no requirement for keeping the paper records regarding the customer purchasing information.
According to Al-Debei et al. (2015), the company can use the online device to influence the purchasing decision of customers with regards to products and services. It can also involve the private label products in their company as it would make competent to attain the requirement of a large number of customers. In contrast to this, Awa Ojiabo and Emecheta (2015) stated that promotion is another strategy that could be effective for positively persuades the individual factors. Therefore, Aussie commerce group can implement the creative and innovative message for endorsing the products and services. It can also offer the loyalty plan to their end consumers such as discount coupons. As a result, it would be beneficial for influencing the buying attitude of customers as compared to other corporation in the marketplace.
Research design and justification
Research design enables an investigator for building and enhancing the understanding regarding the research concern significantly. An investigator can use explanatory, exploratory and descriptive research methodology as per the nature of research issue. In this way, descriptive research is implemented to describe and asses the features and attitude of sample participants. It also focuses on gathering the views, opinions,and attitudes regarding research concern. There are different purposes of using descriptive research such as explaining, describing and validating the findings of investigation (Nadeem, et. al., 2015).
It is beneficial for making depth assessment of research concern. In contrast to this, exploratory research makes competent to an investigator for exploring the something new but does not intend to provide the valid and conclusive result of the research concern. In addition, explanatory research is implemented for explaining the research concern over the different variables. It is implemented to assess the cause and effect association between distinct variables that are requisite for the accomplishment of research goal and objectives. This research design is difficult and complex for undertaking the investigation (Hasan, 2016).
In this research, descriptive research will be practiced for describing and assessing the characteristics and opinion of the sample population. This research design will be also effective for gathering the views, opinion,and attitude of participants regarding factor affecting the consumer behavior a case study of Aussie commerce group. There would be three purposes of using descriptive research design such as explaining, describing and validating different research findings that could be effectively implemented for conducting depth assessment of research concern. It would be also beneficial for completing the RO2 and RO3. In contrast to thus, exploratory and explanatory research design would be not used in this research (Bilgihan, 2016). Exploratory research is not used in this research as it focuses on assessing the answer regarding how and why an explanatory research is also not used as it relies on previous experience excluding the current experience.
Subjects for study and selection process
Sampling strategy is referred as the procedure of choosing the appropriate participants for the research to respond the questionnaire of research. Therefore, it is significant for attaining the objectives of investigation in a meaningful way. There are certain kinds of sampling approaches such as probability and non-probability sampling strategy. These techniques would facilitate an investigator for selecting the appropriate observation from a large number of populations. In this way, probability sampling method is a sampling technique which would be executed for using simple random sampling methods. In the sampling technique, each person has equal chances of responding the answer(Tussyadiah, 2015). In opposed to this, the non-probability sampling method is another sampling method where respondents have chosen as per their knowledge, skills, and convenience of an investigator.
Under this research, an investigator will implement the probability sampling technique to capture the information with fairness. Under this technique, simple random sampling procedure would be used for choosing the participants as per the random basis. This procedure would be implemented by an investigator as it provides the fair chances of being selected target participants. These participants will give their opinion about research concern via survey questionnaire. Moreover, 100 consumers will be selected as the same size from the Sydney who buys products and services from Aussie commerce group (Ponte, et. al., 2015). It would be beneficial for gaining depth understanding regarding research concern.
(Sources:Fransen, et. al., 2015).
As per the above conceptual framework, it could be stated that there are several factors that could directly affect the sales of Aussie commerce group. These factors are culture, social, personal and psychological factor. Therefore, the company should use effective strategies for influencing the behavior of consumers. Furthermore, two variables will be used in this research such as independent variable and dependent variable. Independent variable would be a factor affecting consumer behavior and dependent variable would be Aussie commerce group.
Data pooling technique is appropriate for gathering the information regarding research concern. There are some kinds of data gathering methods like secondary and primary data gathering methods. The primary data is used for pooling the first-handed with innovative data by using the survey through a questionnaire, experiment,and observation. In contrast to this, secondary data is gathered through academic publication, online and offline websites, textbooks, and journal articles. In this research, both data gathering technique would be implemented by a researcher to obtain the reliable outcome of the research concern(Tussyadiah, 2015). Under this research, survey through questionnaire would be implemented for gathering the primary data and literature review will be practiced for pooling the secondary information. These sources are significant to collect the appropriate result.
It is an essential element of methodology that is beneficial for finding the reliable and trustworthy outcome. After gathering the information, an investigator will assess the information through statistical evaluation. An investigator will use MS-excel software as it would be beneficial for interpreting the information in a meaningful way. In addition, this technique would be exercised for demonstrating distinct kinds of graphs like bar diagram, pie chart, and column chart (Fransen, et. al., 2015). These graphs make comprehend to an investigator for understanding the information in an effective and efficient manner.
Under this investigation, ethical consideration is associated with approach and technique. It should be implemented by an investigator to decline the possibilities of ethical issues. The secondary information would be gathered from distinct sources such as journal article, textbooks, academic publications and online websites. These sources would be implemented by an investigator in the form of in-text and referencing. It is cited carefully in order to avoid the issue of plagiarism. This research would be written in specific words by giving appropriate in-text in each section. A researcher would keep the privacy and confidentiality of information of workforces during the investigation(Bilgihan, 2016). As a result, it could be appropriate for avoiding the ethical concern from the investigation.
There is certain research limitation that could be faced by the researcher during research completion. These research limitations are resources, cost and time in pooling of data. Moreover, a researcher will also deal with another issue when reviewing the articles such as an investigator will focus on applicable and consistent articles(Bilgihan, 2016). These limitations could have an adverse impact on validity and consistency of research outcome.
(See: Exhibit 1)
From the above time plan, it could be exhibited that gathering the data from different sources such as primary and secondary technique will take more time as compared to applying other activities.
The budget for completing the research will be about $1450 to attain the aim and objectives withinthe specified time frame. The following component would be entailed in the project budget:
There are different secondary sources will be required for gathering the information by using the literature. These sources are textbook, online resources, offline websites, and academic journals. It cannot be accessed without paying the funds because there is need of approximately $400 to buy the resources.
Data pooling is significant material to capture the facts and figures about research issues. Hence, a researcher will be needed $500 to conduct the survey questionnaire on workforces. Because, it would be significant for collecting the data about factors affecting the consumer purchasing decision a case study of Aussie commerce group.
For gathering the charts, tables, and graphs related to research issue, a researcher will be required approximate $550.
Table 1: Budget for accomplishing the project
(See: Exhibit 2)
References
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Bilgihan, A., 2016. Gen Y customer loyalty in online shopping: An integrated model of trust, user experience,and branding. Computers in Human Behavior, 61, pp.103-113.
Chiu, C.M., Wang, E.T., Fang, Y.H. and Huang, H.Y., 2014. Understanding customers’ repeat purchase intentions in B2C e?commerce: the roles of utilitarian value, hedonic value,and perceived risk. Information Systems Journal, 24(1), pp.85-114.
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Hajli, M.N., 2014. A study of the impact of social media on consumers.International Journal of Market Research, 56(3), pp.387-404.
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Rani, P., 2014.Factors influencing consumer behavior.International journal of current research and academic review, 2(9), pp.52-61.
Turban, E., Outland, J., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2017.Electronic Commerce 2018: A Managerial and Social Networks Perspective. USA: Springer.
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