BRM_project_1220 - DIVISION OF BUSINESS AND MANAGEMENT...

Info icon This preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
DIVISION OF BUSINESS AND MANAGEMENT Business Research Method The Research Proposal For The Determinations of Customer attractiveness of Traditional Bookstore: An empirical study in Zhuhai BY 0830600023 Matthew FENG 0830600015 Vivian DONG 0830600074 Kelly MA 0830600025 Vincent GAN Business Research Method – ACCT – 3
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Content 1. Executive Summary 2 2. Introduction 3 2.1 Background information and Statement of Problem -------------------------- 3 2.2 Literature review -------------------------------------------------------------------- 4 2.3 Objective of the Study ------------------------------------------------------------- 9 2.4 Research Model and Hypothesis Development -------------------------------- 10 3. Methodology 12 3.1 Measurement of variables ----------------------------------------------------------- 12 3.2 Sampling and data collection ------------------------------------------------------- 14 3.3 Hypothesis testing & data processing methods ------------------------------ 14 3.4 Limitations ---------------------------------------------------------------------------- 16 4. Data Analysis and Suggestions 17 4.1 Data Analysis ------------------------------------------------------------------------- 17 4.2 Discussion and Suggestions -------------------------------------------------------- 29 5. Conclusion 33 Reference --------------------------------------------------------------------------------------- 35 Reflection journals & Schedule of Research Activities ------------------------------- 36 2
Image of page 2
1. Executive Summary Research background & Objective Currently, traditional bookstores were faced with a big challenge brought by on-line bookstores. To survive in this fierce competition, traditional bookstores required a unique way to attract customers. This research was conducted to find out factors which determine the customer attractiveness of traditional bookstores. Methodologies & Data Processing From related literatures, we found 4 factors that most researchers took into account when they studied the attractiveness of traditional bookstores in competing with the on-line bookstores. They were: a) environment/ atmosphere, b) brand image, c) diversification strategy, and d) activities. Then, we set some elements to measure each of them. Afterwards, we collected data with designed questionnaires to see how much these elements attracted customers. In processing the data, we divided our work into 3 parts: a) Presented and compared the average scores of each factors, b) Analyzed the reliability of each factors and their corresponding elements, and c) Analyzed the sample characteristic Main findings & Suggestions From the facts we got above, we saw that our hypothesis was supported. That means environment did show a highest level of attractiveness among the factors. After a detailed analysis, we provided the following suggestions for traditional bookstores: a) Focus on environment/ atmosphere creation to comfort customers. Give extra attention to build good service qualities. b) Emphasize the brand strategy. c) For those who insisted on the diversification strategy, café and tea houses would be two proper ideas to attract customers. d) Compared to others factors, people showed least interest in activities held in bookstores. 3
Image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
2. Introduction 2.1 Background Information and Statement of Problem 2.1.1 Background Information Nowadays, the speed of changes of market environment is higher than what we can imagine. Faced with improved technology, ticklish customers and fierce competition, organizations have to put more efforts into the innovative sector to better satisfy target market’s needs and make profits, so do traditional bookstores.
Image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern