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Course:
Research Methodology
Internal Assignment Applicable for April 2025
Examination
Assignment Marks: 30
Q1. India's
jewellery market is predominantly split into two sectors: organized and
unorganized retail. The organized sector is led by major players like Titan
(Tanishq), Kalyan Jewellers, Malabar Gold & Diamonds, and PC Jeweller.
These brands offer standardized products, assured quality, branded offerings,
and a reliable shopping experience. The unorganized sector, on the other hand,
includes small, family-owned jewellers, local goldsmiths, and regional
jewellery shops that often offer custom-made or traditional jewellery at
competitive prices. Explain the research process to study consumer behaviour
for organized versus unorganized jewellery retail in India. What is the key
determining factors influencing consumer behaviour, and how would you conduct a
comparative analysis between the two market segments? (10 Marks)
Answer: To study consumer behavior in the organized versus
unorganized jewellery retail markets in India, a systematic research process is
required to understand the preferences, perceptions, and purchasing habits of
consumers in each market segment. Below is a detailed outline of the research
process, key determining factors influencing consumer behavior, and how to
conduct a comparative analysis between the two segments.
Research Process to Study Consumer Behavior
- Defining the Research
Q2. Explain
the experimental design used in studying consumer behaviour at Shoppers Stop.
Discuss the concepts of internal and external validity, hypothesis formation,
and the application of different experimental designs. How can simulations and
ethical considerations be applied in experimental research for a retail company
like Shoppers Stop? (10 Marks)
Answer: Experimental
Design in Studying Consumer Behavior at Shoppers Stop
Experimental design in consumer behavior research involves
conducting controlled experiments to understand how different variables
influence consumer choices and decisions. At a retail company like Shoppers
Stop, experimental design is crucial to gaining insights into factors that
affect consumer behavior, such as store layout, product placement, promotional
strategies, and customer service. This can help optimize the shopping
experience and increase sales.
Here’s how experimental design would be applied to studying
consumer behavior at Shoppers Stop:
1.
Hypothesis Formation
Q3. In the
digital age, apparel companies in India face intense competition and changing
consumer preferences. With the growing influence of e-commerce platforms,
mobile apps, and social media, building and maintaining brand loyalty has
become more challenging. As customers increasingly engage with brands through
digital channels, apparel companies must adapt by offering personalized
experiences, seamless omni-channel strategies, and consistent value. The
problem lies in identifying the most effective strategies that apparel
companies can use to foster brand loyalty in a digital-first environment.
a. Which
research method can be applicable for this research. What are the objectives of
the study? (5 Marks)
Answer: Research Method:
The research method most applicable for studying brand loyalty in
the digital-first environment for apparel companies in India would be mixed-method
research, combining both quantitative and qualitative
approaches.
- Quantitative Research:
Surveys and questionnaires can be used to collect numerical data from a
large sample of consumers. This will allow apparel companies to gather
insights into consumer behavior, attitudes, and preferences related to
brand loyalty, online shopping habits, and
b. Develop a
questionnaire for this study. (5 Marks)
Answer: The questionnaire below is designed to gather insights
into factors that contribute to brand loyalty for apparel companies in a
digital-first environment.
Section 1: Demographic Information (To understand the consumer
profile)
- Age:
- Under 18
- 18-24
- 25-34
- 35-44
- 45+
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Do send your query at :
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proofed assignments available with 100% surety and refund)
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