Abstract.............................................................................................................................................. 2 Introduction ....................................................................................................................................... 2
Background and rationale: ....................................................................................................... 2 Research questions and objectives: ......................................................................................... 3 Preliminary literature review ........................................................................................................... 4
1.Understanding customers shopping motivations ................................................................ 4 2. The different consumption ways .......................................................................................... 5 3.Good relationship with consumer ......................................................................................... 7 4. Personal values and attitudes ............................................................................................... 9 Methodology .................................................................................................................................... 11
Target ,Sample and Questionnaire ........................................................................................ 11 Case study ................................................................................................................................ 12 Evaluation and Qualitative Research .................................................................................... 13 Research Procedures ....................................................................................................................... 13 Reference ......................................................................................................................................... 14
Consumption habits change the influence of retail (Research Proposal)
Abstract
Consumption habits of consumers is one of the key issues which would be taken into retailers’ consideration for their strategies and selling plans. In recent years, lots of new consumption patterns have appeared and come into vogue. The researchers carried out a study using the grounded theory approach through participant-observation and questionnaire research. The researchers chose the retail industry for the study because it provided the ideal conditions to answer the research question. This study aims to finding the way to make clear and assess the affect that comsumption habits changes brought to retail and improve the attractiveness of traditional consumption pattern. The choice of methodology has provided the insight necessary to answer the research question. With improvement and consummation of its outcomes, the research could provide a useful framework of reference for further research of consumption patterns and retail crisis.
Key words: consumption habits, cunsumption pattern, retail, influence
Introduction
Background and rationale: As the traditional consumption pattern, retail is widely recognized as an unreplaceable role to satisfy customers' consumption needs. However, retail is now faced with multiple challenges come from the new patterns, such as online shopping and television shopping. Since the new patterns have so many modernistic and practial characters：convenience, faster , reliable... they have obtained more and more favors from various customers especially young people，what’s more, the aged are also paying more attention to these patterns and trying to adapt to them. A case in point is the vigorous development of shopping websites in recent years.，since there are still huge potential market, a great deal of similar websites will be founded rapidly. Undoubtly, the retail would be affected.
In the retail business, Factors that affecting the net income of entities is that the commercial facilities rents and enterprises’ manpower cost price. On the one hand, the retail enterprises need to faces the problem that the house lease is reducing generally, so the rent soar in a quite short time. On the other hand, the recruiting of workers is getting more and more difficult, at the same time, the staff’s requests of salaries raises are getting more and more explicit.. If nothing to be done to promote the management ability, and lack of other effective methods, competitiveness of retail business will be badly lost.
At the same time, sellers will consider how to attract the customers in any possible ways. They want to know customers needs and wants, they also want to know if their products or services are repulsive or out of date. The current trend is to make a good plan for people and keep a good relationship with customers. On the other hand, try to understand customer consumption ways and motivation is also very important for the sellers. So, finding the way to make clear and assess the changes and affect to retail and improve the attractiveness of traditional consumption pattern becomes the focus of the research. In additon, we still need to clearly know the difference between the two consumption pattern and the trend of customers’ personal attitudes.
Research questions and objectives:
1. How the change of cunsumption pattern impacts of retail business? 2. What is the key issue of making customers satisfy? 3. What’s the new cunsumption trend?
4. How to make satisfy to customers in new consumption ways?
5. What can we learn from the changes of personal values and attitude of customers?
To identify the link between shopping motivations and product purchasing. To know the new ways whether bring a quite serious affect to retail. To compare the two different consumption pattern. To identify effective ways to increase sale.
To inquire about how to know more about consumers’ needs and keep a good relationship with consumers.
Preliminary literature review
1.Understanding customers shopping motivations
Shopping motivations is the direct power that impels the customer to purchase the product. In concrete purchase process，the conflict between several kinds of purchase motives is quite common . For example，guests always want both excellent in quality and reasonable in price，but actually, one peice of merchant can not cover that two requests in the normal situations. So, retailers needs to understand more about the shopping motivations of consumers.
According to Hardesty and Bearden(2009), to understanding people shopping motivations has becoming great challenges for retail.That means retailers need to try their best to inquiry that why the customers want to buy some goods. As we know, shopping motivations vary from person to person, moreover, motivations come from manifold ways. To, Liao, and Lin (2007) had investigated the Internet shopping motivations from both utilitarian and hedonic perspectives.In their opinion, shopping motivations mostly correlate with these two factors. Many authors and economists
