proposal范例.docx
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proposal范例.docx
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proposal范例
Consumptionhabitschangetheinfluenceofretail
(ResearchProposal)
Abstract
Consumptionhabitsofconsumersisoneofthekeyissueswhichwouldbetakenintoretailers’considerationfortheirstrategiesandsellingplans.Inrecentyears,lotsofnewconsumptionpatternshaveappearedandcomeintovogue.Theresearcherscarriedoutastudyusingthegroundedtheoryapproachthroughparticipant-observationandquestionnaireresearch.Theresearcherschosetheretailindustryforthestudybecauseitprovidedtheidealconditionstoanswertheresearchquestion.Thisstudyaimstofindingthewaytomakeclearandassesstheaffectthatcomsumptionhabitschangesbroughttoretailandimprovetheattractivenessoftraditionalconsumptionpattern.Thechoiceofmethodologyhasprovidedtheinsightnecessarytoanswertheresearchquestion.Withimprovementandconsummationofitsoutcomes,theresearchcouldprovideausefulframeworkofreferenceforfurtherresearchofconsumptionpatternsandretailcrisis.
Keywords:
consumptionhabits,cunsumptionpattern,retail,influence
Introduction
Backgroundandrationale:
Asthetraditionalconsumptionpattern,retailiswidelyrecognizedasanunreplaceableroletosatisfycustomers'consumptionneeds.However,retailisnowfacedwithmultiplechallengescomefromthenewpatterns,suchasonlineshoppingandtelevisionshopping.Sincethenewpatternshavesomanymodernisticandpractialcharacters:
convenience,faster,reliable...theyhaveobtainedmoreandmorefavorsfromvariouscustomersespeciallyyoungpeople,what’smore,theagedarealsopayingmoreattentiontothesepatternsandtryingtoadapttothem.Acaseinpointisthevigorousdevelopmentofshoppingwebsitesinrecentyears.,sincetherearestillhugepotentialmarket,agreatdealofsimilarwebsiteswillbefoundedrapidly.Undoubtly,theretailwouldbeaffected.
Intheretailbusiness,Factorsthataffectingthenetincomeofentitiesisthatthecommercialfacilitiesrentsandenterprises’manpowercostprice.Ontheonehand,theretailenterprisesneedtofacestheproblemthatthehouseleaseisreducinggenerally,sotherentsoarinaquiteshorttime.Ontheotherhand,therecruitingofworkersisgettingmoreandmoredifficult,atthesametime,thestaff’srequestsofsalariesraisesaregettingmoreandmoreexplicit..Ifnothingtobedonetopromotethemanagementability,andlackofothereffectivemethods,competitivenessofretailbusinesswillbebadlylost.
Atthesametime,sellerswillconsiderhowtoattractthecustomersinanypossibleways.Theywanttoknowcustomersneedsandwants,theyalsowanttoknowiftheirproductsorservicesarerepulsiveoroutofdate.Thecurrenttrendistomakeagoodplanforpeopleandkeepagoodrelationshipwithcustomers.Ontheotherhand,trytounderstandcustomerconsumptionwaysandmotivationisalsoveryimportantforthesellers.So,findingthewaytomakeclearandassessthechangesandaffecttoretailandimprovetheattractivenessoftraditionalconsumptionpatternbecomesthefocusoftheresearch.Inadditon,westillneedtoclearlyknowthedifferencebetweenthetwoconsumptionpatternandthetrendofcustomers’personalattitudes.
Researchquestionsandobjectives:
1.Howthechangeofcunsumptionpatternimpactsofretailbusiness?
2.Whatisthekeyissueofmakingcustomerssatisfy?
3.What’sthenewcunsumptiontrend?
4.Howtomakesatisfytocustomersinnewconsumptionways?
5.Whatcanwelearnfromthechangesofpersonalvaluesandattitudeofcustomers?
Toidentifythelinkbetweenshoppingmotivationsandproductpurchasing.
Toknowthenewwayswhetherbringaquiteseriousaffecttoretail.
Tocomparethetwodifferentconsumptionpattern.
Toidentifyeffectivewaystoincreasesale.
Toinquireabouthowtoknowmoreaboutconsumers’needsandkeepagoodrelationshipwithconsumers.
Preliminaryliteraturereview
1.Understandingcustomersshoppingmotivations
Shoppingmotivationsisthedirectpowerthatimpelsthecustomertopurchasetheproduct.Inconcretepurchaseprocess,theconflictbetweenseveralkindsofpurchasemotivesisquitecommon.Forexample,guestsalwayswantbothexcellentinqualityandreasonableinprice,butactually,onepeiceofmerchantcannotcoverthattworequestsinthenormalsituations.So,retailersneedstounderstandmoreabouttheshoppingmotivationsofconsumers.
AccordingtoHardestyandBearden(2009),tounderstandingpeopleshoppingmotivationshasbecominggreatchallengesforretail.Thatmeansretailersneedtotrytheirbesttoinquirythatwhythecustomerswanttobuysomegoods.Asweknow,shoppingmotivationsvaryfrompersontoperson,moreover,motivationscomefrommanifoldways.To,Liao,andLin(2007)hadinvestigatedtheInternetshoppingmotivationsfrombothutilitarianandhedonicperspectives.Intheiropinion,shoppingmotivationsmostlycorrelatewiththesetwofactors.Manyauthorsandeconomistsproposedthathedonicshoppingmotivationsoughttobeencouraged.ArnoldandReynolds(2003)identifiesacomprehensiveinventoryofconsumers’hedonicshoppingmotivations.Intheirresearch,aclusteranalysisofadultconsumersrevealsfivedifferentshoppersegments,calledheretheMinimalists,theGatherers,theProviders,theEnthusiasts,andtheTraditionalists,andtheyalsonoticethatentertainmentbecomeamoreimportantretailingstrategywhichcaneffectivelystimulatecustomers’interest.
Astheirdefinitions,thereareseveralshoppingmotivationmodes:
adventureshopping,socialshopping,gratificationshopping,ideashopping,roleshopping,valueshopping.
Marketsegmentationhasbeenappliedtoexplainindividualsandtheirshoppingmotivations(Smith,1956).Marketsegmentationistheactofsplittingamarketintodifferentgroupsofperchaserswithdifferentwantsandresponses.Tosegmentmarkets,companiesmayhavethreeapproachestoadopt:
(a)massmarketing,whichisthedecisiontoattempttoattractallkindsofbuyersandmass-produceandmass-distributeoneproduct,(b)product-varietymarketing,whereacompanyattemptstorenderavarietyofproductstobroadentheircustomerbase,and(c)targetmarketing,inordertodevelopcorrespondingproductsandmarketingmixesforeachtargetmarket,thedecisionoftargetmarketingshouldbetakentodistinguishthedifferentgroupsthatmakeupamarket.Therefore,individualswithdifferentcharacteristicwhoarecapableofpositivelyrespondingtospecificmarketingstimulimustbesegmentedinhomogeneousgroups.Referringtothemarketsegmentationconcept,Etzeletal.(2001)metionsthat“thevariationinconsumers’responseswhenexposedtoamarketingmixcanbetracedthroughdifferencesinshoppinghabits,productuseandreasonforpurchase”.Moreover,thefactorofreasonforshoppingrelatetothecustomers’mentality.Peoplemaybuyamerchantformanypsychologicalreasons:
maybetheywanttoenjoythebeautyofgoods,maybetheyjustwouldliketoshowoff,andmaybetheyjustwanttofollowothersinaction.
2.Thedifferentconsumptionways
NowalongwithInternet'spopularization,moreandmoreordinaryconsumersstartstointerestinpurchasingthedailywantsontheInternet.Ifthepastconsumptionplaceisaconcreteplace,thentheplacetheInternetprovidesisahypothesizedone.Thenetworkshoppingisactuallyanetworksupermarket,theconsumermaystayinhomewhileshuttlingwithfreedominthenetworksupermarket,toseekandexaminethepleasingproduct.Throughthenetpaymentsystem,theconsumercanwaitfordeliversgoodstothedoorstep,itisnotjustasavingoftimeandthemanpowerbutdoesamoreimportantmatterontheconsumptiondevolopment.Thesellercanavoidrentsofsellingsceneandpersonnel'sexpenses,inthisway,theproductcostcanbereduced,sosellerscouldfightforthecustomersbythecheaperpriceandearnmuchmoreprofits.Comparedwithnetworksellers,entitysellerssuchasdepartmentstoremustadapttothemarketimpactwhichthenetworksupermarketbrings.TheentityEntitymerchants'inferiorityisthattheyneedtoundertakemorelocationsandthepersonalexpenses,theshoppinginadepartmentstoreisnotasconvenientasthatontheInternet;Thesuperiorityisthattheymayprovidetherealproductanddirectexperiencetothecustomer,theycanleaveoutthedeliveryexpenses.Entitysellersalsoshouldupdatetheirstrategies,bysettingthedepartmentstoretoseemtobeasupermaket,thepeoplewhocomefortheproductsmaychooseasuitableoneatareasonableexpenses(forinstancehandset,clothes,computerandsoon).Afterchoosing,customersputitintheshoppingcart,thengotothecountertosettleaccounts.Simultaneously,thespecializedmarketingpersonnelcanprovidethespecializedadvisoryserviceatalltimes.Alargeamountofstudieshavebeendonetodiscoverandanalyzetheconcreteflawofon-lineshopping,sothatsellersandwebsitesmanagerscantakemeasurestomaketheimprovement,thentheonlinesupermarketscanattractmorecustomerstopurchasetheon-linecommodity.Ashkenazietal(2010)hadfoundaseriesofsystemsandmethodsforfacilitatinginternetshopping,includingamethodofincreasingefficiencyofnavigationinacomparisonshoppingsitebasedonproductcoverageandproductentropy.
Anotherkindshoppingwaywhichreceivedincreasingattentionisthetelevisionshopping,comparedwiththenetworkshopping,itshasnaturalsuperiority:
televisionchannelcreditworthinessishigherthanmostofcommercialwebsitessofar.Moreover,thetelevisionchannelcanopenthewebsiteelectroniccommerce,anditcansatisfiestheuserthepurchasedemandthroughthetelephone(ormessage),the
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