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Abstract2
Introduction2
Background and rationale:2
Research questions and objectives:3
Preliminary literature review4
1.Understanding customers shopping motivations4
2. The different consumption ways5
3.Good relationship with consumer7
4. Personal values and attitudes9
Methodology11
Target ,Sample and Questionnaire11
Case study12
Evaluation and Qualitative Research13 Research Procedures13
Reference14
Consumption habits change the influence of retail (Research Proposal)
Abstract
Consumption habits of consumers is one of the key issues which would be taken intoretailers’ considerationfor their strategies and selling plans. In recent years, lots of new consumption patterns have appeared and come into vogue.The researchers carried out a study using the grounded theory approach through participant-observation and questionnaire research. The researchers chose the retail industry for the study because it provided the ideal conditions to answer the research question. This study aims to finding the way to make clear and assess the affectthat comsumption habits changes brought to retail and improve the attractiveness of traditional consumption pattern.The choice of methodology has provided the insight necessary to answer the research question.With improvement and consummation of its outcomes, the research could provide a useful framework of reference for further research ofconsumption patterns and retail crisis.
Key words:consumption habits, cunsumption pattern, retail, influence Introduction
Background and rationale: As the traditional consumption pattern, retail is widely recognized as an unreplaceable role to satisfy customers' consumption needs. However, retail is now faced with multiple challenges come from the new patterns, such as online shopping and television shopping.Since the new patterns have so many modernistic and practial characters：convenience, faster , reliable... they have obtained more and more favors from various customers especially young people，what’s more,the aged are also paying more attention to these patterns and trying to adapt to them. A case in point is the vigorous development of shopping websites in recent years.，since there are still huge potential market, a great deal of similar websites will be founded rapidly. Undoubtly, the retail would be affected.
In the retail business, Factorsthat affectingthe net income of entities is that the commercial facilities rents and enterprises’manpower cost price.On the one hand, the retail enterprises need to faces the problem that the house lease is reducing generally, so the rent soar in a quite short time. On the other hand, the recruiting of workers is getting more and more difficult, at the same time, the staff’s requestsof salaries raises are getting more and more explicit.. If nothing to be doneto promote the management ability, and lack of other effective methods, competitiveness ofretail business will be badly lost.
At the same time, sellers will consider how to attract the customers in any possible ways. They want to know customers needs and wants, they also want to know if their products or services are repulsive or out of date. The current trend is to make a good plan for people and keep a good relationship with customers. On the other hand, try to understand customer consumption ways and motivation is also very important for the sellers. So, finding the way to make clear and assess the changes and affect to retail and improve the attractiveness of traditional consumption pattern becomes the focus of the research.In additon, we still need to clearly know the difference between the two consumption pattern and the trend o f customers’ personal attitudes.
Research questions and objectives:
