Effective Strategy Implementation - Essay Example

EFFECTIVE STRATEEGY IMPLEMENTATION A RESEARCH PROPOSAL: FACTORS THAT AFFECT BUYING MOTIVES FOR ONLINE BUYING /E-SHOPPING Name : Course : Institution : Tutor : Date : E-SHOPPING FACTORS (SUCH AS PRODUCT VIEWING, FASHION INFORMATION ONLINE, AND DELIVERY) THAT AFFECT BUYING MOTIVES FOR ONLINE BUYING /E-SHOPPING ABSTRACT This paper is a research proposal that tries to explain and lay out a guiding foundation for the actual research that will revolve on online shopping. The research proposal focuses on laying out the foundation that will be used in covering and revealing the effects that aid the interaction between the customers and fashion garments online. The research will target customers who are between 18 to 26 years of age. The research will investigate how factors such as product viewing, fashion information, and online delivery among many, affect the interaction between a customer and fashion garments online. The research methods will include questionnaires. The aim is to allocate 160 research questionnaires within different locations. Different location distribution will allow for a wide and varied opinions and outcomes of the research components. In different set-ups, many young members of the community are fascinated with the idea of online shopping. It has led to believe that online shopping or online information on fashion and design contributes greatly to the factors that affect consumer decision on purchases. Fashion information that is available online creates positive impacts and develops positive relationship with young consumers. It influences their purchases behavior towards fashion garments. A study of the factors contributing to online shopping among young people is an important factor towards learning more about online marketing and e-commerce. The author intends to give a brief description of the importance of the study, its aim and purpose. As a researcher, personal intentions for handling the project are to analyze the various motives, which attract young consumers to buy items online. The literature review provides empirical evidence based on historical research that involved the same hypothesis. Keywords: Online purchasing behavior, marketing, product viewing, fashion information online, delivery, social influences, consumer characteristics, online merchants and intermediaries, fashion and celebrity endorsement Outline 1. Introduction……………….………………………………….………………….....3 1.1 Research question……………………………………..…………………3 2. Literature review…………………………………………………………………...5 3. Methodology………………………………………………………......................6 3.1 Examples of questions in the questionnaire…………………..............7 3.2 Data collection…………………….………………….........................8 4. Timetable………………………………………………………….……………….9 5. Data analysis……………………………………………………………………...11 6. Data report presentation…………………………………………………………..11 7. Final report presentation and submission………………………..……………….11 8. Works Cited..................................................................................................…...12 INTRODUCTION Research question: How do factors, such as product viewing, fashion information online, and delivery among others, influence the interaction between customers and fashion garments online? The purpose of the research proposal is to lay out a foundation for carrying out the actual research and explaining the basic steps that will be used in the research. It identifies the internet experience elements that facilitate interaction between the customer and fashion garments in an online forum. Many researchers stipulate that the online experience is the best in terms of fashion and garments. Online marketing is designed in a way that it creates a gripping and influential experience (Mccornic and Charlotte 21). The main hypothesis for the study is to investigate the factors that control online purchasing behavior among people aged between 18 and 26 years of age. The principle of the research is to identify some of the web experiences that influence or motivate the online purchasing of fashion garments among young people. Subsequently, the study aims at performing a historical analysis of past research done by other investigators in a bid to understand and explain some of the factors revealed (Hoffman et al 80). The research identifies three elements, which include product viewing, delivery and fashion information online (Mccornic and Charlotte 21). These three factors influence the online experience for young consumers and motivate them to buy items online. As a marker or entrepreneur, the study personally helps in identifying and critically analyzing the factors, which help in enhancing online marketing skills. Marketing aids in product promotion and advertising. As an entrepreneur, appreciating some of the aspects aids in gaining information that enhances one’s business related information. For that reason, the project is very significant both professionally and to some extent personally. However, the research features a few limitations. The research only identifies and focuses on three factors (Park and Young-Gul 16). It limits the scope of online purchasing experiences among the youths. In the light of the previous limitation, the second drawback lies on the fact that the research only targets a particular group; therefore, the data provided is not comprehensive leading to inconclusive information. In the field of business, the investigation helps in pinpointing some of the necessary factors fundamental in trading and entrepreneurship. Information about the three factors aids in identifying a number of the strengths, precincts and limitations of online fashion promotion. Through the study of the weaknesses and strengths, fashion garment marketers can enhance of product promotion and advertisement. To an organization, especially a clothes fashion line, the factors serve both the management and product marketers on some of the things that aid in increasing sales (Park and Young-Gul 16). Literature review Carrying out the study of online consumer behavior is an important aspect that helps understands what motivates the young buyers in a bid to create a more enhanced online customer satisfaction (Park and Young-Gul 16). An evaluation of historical research based on the factors that affect online purchasing in the youth helps in appreciating some of the research done by other surveyors and it provides empirical (Park and Young-Gul 19) evidence based on the identifying the motivation to online buying. A literature review is essentials as it gives the readers diverse information, which is vital in understanding about the three factors (Hoffman et al 82). The information provided comes from journals, online data and books (Park and Young-Gul 20). The data presented sums up all necessary background information required in making the readers knowledge broader. According Hoffman et al (p. 82), providence of fashion information offers a chance for retailers to build a relationship with consumers, which is important for success. It is an opportunity for retailers and fashion boutiques to impress their target market (young people) by portraying themselves as the most stylish and trendy brand, which can influence decision making. It adds value to the product and thus encouraging online shopping among consumers. Appreciating how the youths interpret information based on garment fashion aids assists (Park and Young-Gul 26) retailers in identifying the products that satisfy the consumers’ needs; therefore, allowing them to provide the desired product. Customers, who regard fashion highly, consider it as a lifestyle holding their image with huge regards and having advanced levels of fashion confidence often showing an orientation towards fashion leadership (Mccormick and Charlote 34). Information technology facilitates the manipulation of images, which is critical for interactive e-marketing (Hoffman et al 83). Features such as zoom, record or rotate enable a consumer to have a vivid memory of the image that eventually, aids in decision making. Therefore, product viewing can lead to higher levels of consumer enjoyment, which has a strong connection to customer loyalty (Park and Young-Gul 29). It contributes to high success levels Product viewing develops a strong sense of liking towards certain items increasing personal desire to own that attire. Young women have the greatest recorded interest in online magazines (Hoffman et al 83). With a high price in magazines, young people prefer to visit fashion websites in order to check on what is available. Websites grant fashion attributes such as style and trend advice, look books and blogs and due to elevated levels of competition, communication with the consumer is important. Hoffman et al (p. 85) compare online stores to physical shops and conclude that online stores have a greater advantage than normal shops. They are convenient for the customer as they can purchase and have their goods delivered to them, (Park and Young-Gul 29) which save time spent on queuing (Mccornic and Charlotte 38). Secondly, the authors add that people can access online shops at any time, make decisions among various products and request for delivery (Mccornic and Charlotte 39). Young people are categorized and purely conscience of their appearance. Due to this factor, they are more interested in browsing and searching online assistance for the trending fashions (Mccornic and Charlotte 41). Methodology The study will use questionnaire interviews as one of the basic methods of data collection. There will be a pilot study that will enable the researchers to evaluate the relevance of the questions and the time each questionnaire will use in order to complete it. The pilot study will also be a testing platform for the responses that many respondents will offer to the researcher. The entire research project is feasible and requires an interlude of three months in order to accomplish its objectives. Its information can be understood across the globe and is also cost efficient. The researcher intends to administer the questionnaire on six U.K. based fashion firms. Each firm is anticipated to produce at least 26 to 27 respondents who will be the customers that visit the firms. In total, the research data will use a total of 160 questionnaires. The interviews will inculcate methods such as projective techniques and photo-elicitation techniques. These techniques will act as aids that will outline the key topics to the respondents hence allowing the interviewer freedom to probe common and interesting themes. The questionnaire shall inculcate many questions that touch on product viewing positively influences consumer online purchasing behavior of fashion garments. In this hypothesis, the questions will follow a certain structure such that they offer a scale measurability aspect. The measurability aspect will range from a strong perspective to a weak or non existence perspective. An example of the questions will be: a) How does product viewing affect decision making? Measurability range: A. greatly, B. medium C. none b) How does viewing a product online influence personal purchasing behaviour? Measurability range: A. positively, B. negatively, C. does not The questionnaires shall also inculcate a hypothesis where it evaluates whether information fashion online has a positive effect towards client online purchasing behavior of fashion garments. This hypothesis shall inculcate questions such as those displayed under this line. a) How does fashion online information affect a person as a buyer? Measurability range: A. greatly, B. less, C. does not b) How does online information influence decision making? Measurability range: A. greatly, B. less, C. does not Other questions will have different measurability methods. There are those that the respondent will offer answers such as A. strongly agree, B. agree, C. do not agree, D. strongly disagree. In a third hypothesis, the questionnaires will exploit on whether product delivery optimistically influences the customer online buying behavior of fashion garments. a) Does product delivery influence a person to purchase a product online? Measurability range: A. strongly agree, B. agree, C. do not agree, D. strongly disagree b) Does it control consumer decision making? Measurability range: A. strongly agree, B. agree, C. do not agree, D. strongly disagree Data collection The main technique that will be employed will be snowballing for sampling. A link will be created in facebook where clients of the firms or non clients will have an access to the questionnaires. All six online boutiques will receive a total number of 160 electronic questionnaires. Members are to fill the information online; therefore, computers are the main data collection tools. There will be two primary categories, which include people who purchase online products and those who do not. Each participant is to fill in the blank spaces left after the question. The study place between 2014/05/13 and 2014/08/15 Timetable The timetable allows the researcher efficiently handle the whole project within the stipulated time, each activity needs to meet the deadline stated. As a contingency plan, the researchers decided to set aside 6 hours, which helps in case of any delays. Strict adherence to the time and budget provided shall help in optimally making the whole project a success. Date Activity Time allocated 13th May 2014 to 5th June 2014 Handling the literature review. The literature review involves going to the library and searching for information online. Through obtaining information form online libraries assists in reducing the amount of time spent going to an actual library. The time provided also includes researching on the objectives and aims of the project. Identifying the participants needed for the experiment. 9 a.m. to 1 p.m. Each day 1 p.m. to 4 p.m. Each day 6th June 2014 to 5th July 2014 This includes the largest part of the project, which involves the actual experiment. a) Analysing and evaluating the advantage and time conveniences of using questionnaires. b) Identifying the online companies that the research needs. To accomplish each activity, each identification and evaluation step needs strict adherence to the time granted. 8 a.m. to 12 noon Each day 1 p.m. to 4 p.m. Each day 6th July 2014 to 15th August 2014 a) Arrival to the venue b) Orienting the 160 participants. c) Administering of the questionnaires d) Data collection e) Data analysis and results f) Contingency time Each stage needs to avoid unnecessary delays and follow the timetable strictly. 8: 15 to 8: 30 a.m. 9: 00 to 9: 30 a.m. 10 a.m. to 11 a.m. 11 a.m. to 11: 30 a.m. 11: 30 a.m. to 1 p.m. 1 p.m. to 7 p.m. (each time allocated is to take place every day during weekdays) Timeline (Author’s creation) Data analysis After gathering the necessary data for the project, careful analysis of the data is crucial for the research. Data analysis facilitates transformation of the collected data to valid and reliable evidence as stipulated by the research question. Data report presentation The draft is a sketch that represents the outlook of the actual final research project. Final report presentation and submission The researcher/author will edit the draft and prepare a final document that will be the research project. It will follow all the guidelines of a research and a research framework. Works Cited Hoffman, D. L., Novak, T. P., & Peralta, M. “Building Consumer‘s Trust Online”. Communication of the ACM, 42. 4 (1999): 80-85. Mccormic, Helen, and Charlotte Livett “analysing the influence of the presentation of fashion garments on young consumers’ online behaviour.” Journal of fashion marketing and management 16.1 (2012). 21-41. Print. Park, Chung-Hoon, and Young-Gul Kim. “identifying key factors affecting consumer purchase behaviour in an online shopping context.” International Journal of Retail & Distribution Management 31.1 (2003). 16-29). Print. Read More