Business Research

Methods
Research Proposal

Name:

Abdullah Inayatullah

ID:

12123025

Program:

MBA (3Years)

Submitted to:

Syed Anwer Husnain

Consumer Buying Behavior towards

Luxury Branded Good (RADO Watch)

Introduction:
The new mode of thought in the shopping environment is no longer sufficient to identify simple
customer demand and try to satisfy them. Modern shoppers buy things to reward themselves, to
satisfy psychological needs or to make themselves feel good. Modern shoppers buy things
because they are expensive. They buy things to show off their personality or to boost their selfesteem. RADO watch is a luxury branded good to show off personality. Retailers need to change
in order to suit the modern shopping behavior. Shopping itself is a form of self-expression.
People define themselves through their shopping. How they shop, where they shop and what they
buy serves the purposes of letting people express their desires, their needs and personalities.
Shopping gives people a sense of accomplishment. For many, it gives life a sense, a purpose,
value and a function.

Problem Statement:
This research is conducted to evaluate whether premium price of luxury branded goods influence
the buying decision of consumer and also to find out whether quality associated with the luxury
brand impact the consumer buying behavior.

Research Objectives:
The purposes of this research is to evaluate how branding impacting on consumer buying
behavior.

To analyses how price influence buying behavior of consumer of luxury branded good?
How quality related with the brand influence the buying behavior of consumer of luxury
branded good?
How social status of owning a luxury branded good influence the buying behavior of
consumer of luxury branded good?

Dependent Variable:
Consumer buying behavior
Independent Variables:
a)
a)
b)
c)
d)
e)
f)
g)
h)

Price
Quality
Social status
Income
Life style
Personality
Belief & attitude
Occupation
Age

Explanation of Variables
Social status:
Social status also impacts the buying behavior of consumers. Each person possesses different
status in the society.

Income:
Consumer income level has great influence on his buying behavior. If the income of a customer
is high then he will purchase more expensive products. On the other hand, a person with low
income will purchase inexpensive products.

Life style:
Lifestyle of customers is another import factor affecting the consumer buying behavior. Lifestyle
refers to the way a person lives in a society and is expressed by the things in their surroundings.

Personality:
Personality changes from person to person, time to time and place to place. Therefore it can
greatly influence the buying behavior of customers.

Belief & attitude:

Customer possesses specific belief and attitude towards various products. Since such beliefs and
attitudes make up brand image and affect consumer buying behavior.

Occupation:
The occupation of a person has significant impact on his buying behavior. For example a
marketing manager of an organization will try to purchase business suits, whereas a low level
worker in the same organization will purchase rugged work clothes.

Age:
Age have likely impact on the consumer buying behavior. It is clear that the consumers change
the purchase of goods and services with the passage of time.

Methodology:
The data for research can be collected either through questionnaire or interviews. In my research
I will collect the data by distributing structured questionnaire. This questionnaire will include
questions related to the variables as selected. Likert scale will be used for answering to the
questions given in the questionnaire. The respondents will rate their views on the likert scale.
After collecting the data from this questionnaire it will be analyzed through various tools.

Different methods will be used to complete the research:

Sample Selection:
As the research is mainly focused on the luxury branded good, a convenience sampling
technique in sample selection will be used for this study. Sample size for research will be
100. Total number of variables is 10.

Population Frame:
I am carrying out research on luxury branded good RADO watch and for this purpose I have
selected the persons who used RADO watch. The following persons will be included in my
research.
a) Business persons
b) Students

Unit of Analysis:
The unit analysis in my population sample will be person of organization.

Data Analysis Software:

Data analysis will be done with the help of SPSS software.

Theoretical Framework:

Quality

Price

Social status

Income

Life style
Consumer
Buying
Behavior
Personality

Belief & attitude

Occupation

Age