proposal范例

1、Abstract2Introduction3Background and rationale:2Research questions and objectives:4Preliminary literature review41.Understanding customers shopping motivations42. The different consumption ways63.Good relationship with consumer84. Personal values and attitudes9Methodology11Target ,Sample and Questio

2、nnaire11Case study12Evaluation and Qualitative Research13Research Procedures13Reference14Consumption 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 se

3、lling 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 prov

4、ided 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 ne

5、cessary 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, influenceIntroductionBackg

6、round 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 p

7、atterns have so many modernistic and practial characters：convenience, faster , reliable. they have obtained more and more favors from various customers especially young people，whats more, the aged are also paying more attention to these patterns and trying to adapt to them. A case in point is the vi

8、gorous 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 fac

9、ilities 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,

10、the staffs 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 p

11、ossible 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 way

12、s 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

13、 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. Whats the new cunsumption trend?4. How to make satisfy to customers

14、 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.T

15、o 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 review1.Understanding customers shopping motivationsShopping motivations is the direct power that impels the customer to purchase the

16、 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

17、 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. A

18、s 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

19、 factors. Many authors and economists proposed that hedonic shopping motivations ought to be encouraged. Arnold and Reynolds(2003) identifies a comprehensive inventory of consumers hedonic shopping motivations.In their research, a cluster analysis of adult consumers reveals five different shopper se

20、gments, called here the Minimalists, the Gatherers, the Providers, the Enthusiasts, and the Traditionalists, and they also notice that entertainment become a more important retailing strategy which can effectively stimulate customers interest .As their definitions, there are several shopping motivat

21、ion modes: adventure shopping , social shopping, gratification shopping, idea shopping, role shopping, value shopping.Market segmentation has been applied to explain individuals and their shopping motivations(Smith, 1956). Market segmentation is the act of splitting a market into different groups of

22、 perchasers with different wants and responses. To segment markets, companies may have three approaches to adopt: (a) mass marketing, which is the decision to attempt to attract all kinds of buyers and mass-produce and mass-distribute one product, (b) product-variety marketing, where a company attem

23、pts to render a variety of products to broaden their customer base, and (c) target marketing, in order to develop corresponding products and marketing mixes for each target market , the decision of target marketing should be taken to distinguish the different groups that make up a market. Therefore,

24、 individuals with different characteristic who are capable of positively responding to specific marketing stimuli must be segmented in homogeneous groups. Referring to the market segmentation concept, Etzel et al.(2001) metions that“the variation in consumers responses when exposed to a marketing mi

25、x can be traced through differences in shopping habits, product use and reason for purchase”. Moreover, the factor of reason for shopping relate to the customers mentality. People may buy a merchant for many psychological reasons: maybe they want to enjoy the beauty of goods, maybe they just would l

26、ike to show off, and maybe they just want to follow others in action.2. The different consumption waysNow along with Internets popularization, more and more ordinary consumers starts to interest in purchasing the daily wants on the Internet. If the past consumption place is a concrete place, then th

27、e place the Internet provides is a hypothesized one. The network shopping is actually a network supermarket, the consumer may stay in home while shuttling with freedom in the network supermarket, to seek and examine the pleasing product. Through the net payment system, the consumer can wait for deli

28、vers goods to the doorstep, it is not just a saving of time and the manpower but does a more important matter on the consumption devolopment. The seller can avoid rents of selling scene and personnels expenses, in this way, the product cost can be reduced, so sellers could fight for the customers by

29、 the cheaper price and earn much more profits. Compared with network sellers, entity sellers such as department store must adapt to the market impact which the network supermarket brings. The entity Entity merchants inferiority is that they need to undertake more locations and the personal expenses,

30、 the shopping in a department store is not as convenient as that on the Internet; The superiority is that they may provide the real product and direct experience to the customer, they can leave out the delivery expenses. Entity sellers also should update their strategies, by setting the department s

31、tore to seem to be a supermaket, the people who come for the products may choose a suitable one at a reasonable expenses(for instance handset, clothes, computer and so on) . After choosing, customers put it in the shopping cart, then go to the counter to settle accounts. Simultaneously, the speciali

32、zed marketing personnel can provide the specialized advisory service at all times. A large amount of studies have been done to discover and analyze the concrete flaw of on-line shopping, so that sellers and websites managers can take measures to make the improvement, then the online supermarkets can

33、 attract more customers to purchase the on-line commodity. Ashkenazi et al(2010) had found a series of systems and methods for facilitating internet shopping, including a method of increasing efficiency of navigation in a comparison shopping site based on product coverage and product entropy.Another

34、 kind shopping way which received increasing attention is the television shopping, compared with the network shopping, its has natural superiority:television channel creditworthiness is higher than most of commercial websites so far. Moreover, the television channel can open the website electronic c

35、ommerce, and it can satisfies the user the purchase demand through the telephone (or message), the mail and many other ways. The more important is that the television channel sells have the huge directive appealing power that the on-line shopping does not have. But actually , the shortcoming of the

36、television shopping exactly lies in insufficient creditworthiness, so it still could not obtain the majority customers identity. Minjeong Kim, Sharron J. Lennon (2000) suggest that the amount of information perceived from a television-shopping segment selling apparel was negatively related to percei

37、ved risk ,and however positively related to purchase intent.The future will be the coexisting time of hypothesized supermarket and the entity supermarket. It is a quite good trend for the consumers, it will not only enrich peoples consumption way but also improve peoples consumption quality. Nirmaly

38、a Kumar (2005) think that a sea change is going on retail marketing, suppliers and retailers need to find out means to come to agreement over price-off promotions and discounting. Obviously, there are a lot work need to do.Faced with this challenge , researchers and executives of entity merchants ma

39、ke use of several research techniques and instruments to help them grasp shopping motivations and inprove the attractiveness of traditional retail. Eleonora P.and Giuseppe N.(2010)suggest that consumers shopping experience can affected by advanced technologies, at the same time, these technologies c

40、an modify the retailing context. Several advanced technologies are refered: RFID, shopping assistant systems, smart mirror. As the consumption patterns still changing frequently, we can predict that more and more advanced technologies will be used in the retail activities.3.Good relationship with co

41、nsumerKeeping a good relationships with consumers will be helpful to understanding their needs, and then it will know how to make consumers satisfy. When we talk to someone who is your consumer, you maybe want to know her or his needs and wants. So, setting up a good relationships with your consumer

42、s is the way to get more messages of their consumption habits and attract him to be a long-term customer.The most important relationship is relationship of integrity: honest seller and honest consumer. A successful market has the high market share, which tightly relate with its good impression forme

43、d in the customers mind . The good impression will constitute good faith of the market. To be specific, the markets credit comes from providing the customer the best goods and service, not selling the fake and shoddy commodity, not carrying on the price cheat, being a kind of honest image. The marke

44、t should to make the customer satisfied, and create the excellent atmosphere for the customer to be regular , these changes will also patronizes the market and customers good reputation. Customers credit is refers to the behaviour which customer carry on the redundant purchase in the same market, na

45、mely the customers loyalty, For more, it means that the customer show his satisfactions to the market management ideas, enterprises operation condition, effects of seeing and hearing, goods quality , smiling service and so on when they are shopping in the market. Based on this satisfactions, there w

46、ill be good relationships between the market and customers. The credit is the market livelihood basis, its significance lies in: 1. The market may the win customers if it is enjoying a good reputation. The customer is God for the marker, who will bring the profit to the market, and the customer also

47、 is the markets best resource. Especially, the loyal customer will become a kind of strategy property of the market and its development.2. The market will win the market if it is enjoying a good reputation, the market must face competitions not only from the same industry, but also other selling pat

48、terns. 3. The market will win the benefit if it is enjoying a good reputation. The good reputation is one kind of invisible propelling force for the market development, and will benefit long-term development of the market.Marketing theory and practice have focused persistently on exchange between bu

49、yers and sellers. However,in most of the research and too many of the marketing strategies, buyer-seller exchanges has been carried on as discrete events instead of ongoing relationships(Dwyer& Schurr,1987). Salesperson customer-oriented behavior show its influence on the development of buyer-seller

50、 relationships from several part.( Williams, 1998), nowadays choosing the right choice of behavior seems to be more important. Ganesan(1994) suggests that mutual dependence and the extent to which they trust one another are the two main factors which affect the long-term orientation in a buyer/selle

51、r relationship. “Dependence and trust are related to environmental uncertainty, transaction-specific investments, reputation, and satisfaction in a buyer/seller relationship.” Among so many factors, which one is more vital depends on special circumstance and details. There are also researchers focus

52、ed on the influence from new consumption patterns and technology improvements. Interorganizational data networks can have two opposing effects on buyer-seller relationships. On the one hand, networks may be used to foster electronic marketplaces characterized by more ephemeral transactions between b

53、uyers and sellers. Also plausible, however, is the use of networks to strengthen existing commercial relationships and lock in partners by increasing the costs of switching to new trading partners(Steinfield,Kraut &Plummer,1995).4. Personal values and attitudesIt will not be too hard to understand t

54、ha personal values and consumer behavior are related ,The relationship between personal values and consumer behavior has been largely investigated in marketing literature (Kahle et al., 1986), but consumer behavior need to be discussed more thoroughly and clearly. Schwartz(1994) defines that persona

55、l values means “enduring beliefs that individuals hold about specific modes of conduct that they think are important and the guiding principles in their lives”. The personal values have provided the formidable intrinsic driving force for the occurrence of the consumers behavior, it has the function

56、of expense guidance, and was considered to be the consumer behavior final determining factor. Therefore, the personal values have the vital significance in the consumption psychology and the market marketing research area. Many researchers attempt to construct theorization and the generalization of

57、the consumer values and the consumer behavior relation.By studing the structure of the consumers personal values, retailers intend to understand the relation between the consumer and products choosen, and formulate the marketing strategy according to the above.Each society will have some kind of val

58、ues which is accepted generally by the populace, and the different countrys cultural values will also have respectively the different characteristic, individual values will be influented by different cultural values. In the marketing practice, and marketing decision-making, more and more marketing p

59、ersonnel pay attention to personal values of the consumer and its influence on consumers behavior.Culture generally is accepted by marketing theorists as one of the underlying determinants of consumer behavior(Henry,1976). Consumers rationality is limited. Under the circumstance of rational limited and information limited, the intuition and the feeling of emotiona