Consumer Preference

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Consumers preference towards the brands GAP and Marks and Spencer This chapter is about research methods which would be used for taking the research further. It forms the basis for the entire approach used , tools of data collection, methods. Bryman and Cramer (1990) gave the research model. This model is very useful in understanding the research process and it makes the research more easy and simple to follow and understand. Adapted from: Bryman and Cramer (1990), Research Process

4.2 Research design
Hakim (2000) compares a researcher designing a research project with an architect designing a building. Rajendra kumar (2008) defines research design as a logical and systematic plan prepared for conducting a research study. The research uses qualitative research which is the basis of the study and deductions. The qualitative approach to research is concerend with subjective assesment of attitudes , opinions and behavoiur (kothari ,2008). The understanding of the research design helps to further form the basis for this chapter. 4.2.1 Research approach

There are two types of approaches which are used those are deductive and inductive approaches. The inductive approach is being used here in which the data is collected first and then a theory is developed as a result of data analysis. 4.3 Methods for data collection

The approach used in this research includes both primary and secondary data. Secondary data includes a wide range of existing literature on the issue of branding and quality. This literature may include books, research papers and reports, project or annual reports. Both the qualitative and quantitative information would be gauged from the entire accessible source. In the primary research it would include focus group and high street interviews. Robson (2002) says that collection of primary data can be time consuming and tedious but can be rewarding if the research for information remains close to the issues relevant to the research topic. For the primary data structured qualitative questions were used. 4.3.1 Focus groups

Focus groups, sometimes called a focus group interview, is a group interview that focuses clearly upon a particular issue, product, service or topic and encompasses the need for interactive discussion amongst participants (Carson et al., 2001). For this research a structured questionnaire was used and a group of six respondents were interviewed. The interviews lasted for 25 minutes. The keys issues in the focus group was brand image, their perceptions, clothing quality, current fashion, branded labels, customers loyalty. 4.3.2 High street interviews

The high street interview was another form of primary data. Most of the respondents were randomly selected. The interview lasted for 5 -7 minutes and in a structured questionnaire form. This form of data collection seemed to be easy and quick and the respondents were told to opt out anytime they felt like. The interviews were conducted in three days time. The questionnaire used was in the same format used in focus group. 4.4 Methods

Consumer responses reported in previous clothing quality research (O’Neal, 1988; Lennon and Fairhurst, 1994; Hines and O’Neal, 1995) formed the basis for developing the questionnaire used in this study. The questionnaire included statements to assess consumers’ use of informational cues to evaluate clothing quality and their expectations of high-quality garments. The informational cues used in this study were grouped into four categories: Intrinsic cues: concrete characteristics that are inherent within the product; changing these would change the product (examples, fabric and workmanship). Extrinsic cues: concrete characteristics that can be changed without altering the structure of the product (examples, brand and price). Appearance cues: characteristics that affect how the product looks (examples, style and fit). Performance cue: characteristics that affect how the product functions (examples, durability and wrinkle...
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