Research Proposal-Customer Satisfaction Towards Laura Arias in China

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Executive Summary

Laura Arias is a well-known UK-based company that provides home furnishing of good quality but relatively lower prices compared with those of competitors, targeting middle- and low-income consumers. In early 2008, the company entered Chinese market and founded branches in some big cities, such as Beijing, Shanghai, Shenzhen, etc. However, many Chinese consumers show a low level of satisfaction towards the company.

This research proposal is prepared to provide guide for formal research to investigate the customer satisfaction towards Laura Arias in China. Based on the research result, decision can be made as to how Laura Arias can improve the customer satisfaction for better sales in China.

The structure of this research proposal will strictly follow what has suggested for a comprehensive proposal, and it will be stated in the following steps: First the background to the research problem towards what has happened in Laura Arias. The second section focuses on problem definition including management and research problem, and specific research objectives, based on the background. Third, literature review relating to this research problem in terms of research objectives will be studied to help solve the problem. The fourth section aims to elaborate research design and methodology in order to provide guide to conduct this research, including specific design that will be used in this study, data collection method, questionnaire, sampling method, proposed data analysis, and so on. This section is closely followed by additional issues, such as time schedule, budget, and limitation.

Table of Contents

Executive Summary
1. Introduction
2. Background to the Research Problem
3. Problem Definition
3.1 Management Problem
3.2 Research Problem
3.3 Research objectives
4. Literature Review
4.1 Customer Satisfaction and Dissatisfaction
4.2 The Demand and Consumption Level of Chinese Consumers
5. Research Design and Methodology
5.1 Research Design
5.2 Methodology
5.3 Sampling
5.4 Data Analysis
6. Additional Issues
6.1 Time Schedule
6.2 Budget
6.3 Limitations
List of References
Appendix 1: The Pre-designed Questionnaire

Customer Satisfaction towards Laura Arias in China

1. Introduction

This research proposal is prepared to provide guide for formal research to investigate the customer satisfaction towards Laura Arias in China. Based on the research result, decision can be made as to how Laura Arias can improve the customer satisfaction for better sales in China.

The structure of this research proposal will strictly follow what has suggested for a comprehensive proposal, and it will be stated in the following steps: First the background to the research problem towards what has happened in Laura Arias. The second section focuses on problem definition including management and research problem, and specific research objectives, based on the background. Third, literature review relating to this research problem in terms of research objectives will be studied to help solve the problem. The fourth section aims to elaborate research design and methodology in order to provide guide to conduct this research, including specific design that will be used in this study, data collection method, questionnaire, sampling method, proposed data analysis, and so on. This section is closely followed by additional issues, such as time schedule, budget, and limitation.

2. Background to the Research Problem

Laura Arias is a well-known UK-based company that provides home furnishing of good quality but relatively lower prices compared with those of competitors, targeting middle- and low-income consumers. The company has many branches in the Occident.

In early 2008, the company entered Chinese market and founded branches in some big cities, such as Beijing, Shanghai, Shenzhen, etc. However, it is found that pricing in Chinese market is difficult due to its relatively low level of economic development...
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