What are the factors that attract consumers to buy clothes in the shop rather than online.

1.Introduction
The purpose of this research. Explain what your research will be about.
(Please see assignment 1 in attachment maybe it will give you an idea about my previous assignment).

Research Question.
What are the factors that attract consumers to buy clothes in the shop rather than online.
( I decided to do primary research in Bolton. This place is located in the United Kingdom )
Research Objectives.
To develop understanding of retail shopping and the factors that impact on consumer decision.
To compare and contrast advantages and disadvantages of retail shopping and shopping online.
To analyse and evaluate factors that have greatest impact on consumer decision performance in retail shop.
2.Philosophy- start with definition. Explain why you decided to do Philosophy. For example to understand the meaning of Ontology, Epistemology, Axiology, because I want to get some data etc. (Please see attached onion research) you need to follow the onion research.

Ontology- start with definition and explain why you decided to use this method.
Epistemology- start with definition and explain why you decided to use this method.
Axiology- start with definition and explain why you decided to use this method. (those methods are from outside of research onion)
Now you need to start with research which is Inside of onion research.
Positivism -what it is, talk about it. What is a disadvantages of positivism. Explain why you chosen this methods
Alternatively – start with definition and explain why you decided to use this method. Talk about it and link it with philosophy. ( which is my method to get date base)
Interpretivist- start with definition and explain why you decided to use this method.
Realism- start with definition and explain why you decided to use this method. Link it to quantitative and qualitative date.

3.Research Methodology
Quantitative elements of research
Qualitative- elements of research
Explain why you chosen to do questionnaires and interviews and also you need to explain your findings in questionnaires.

(Please see attachment <Questionnaires )
Please analyse questionnaires as appendix.

Results;
Q1.
40 people were Female
20 people were Male

Q2.
20 people 16-20
20people 21-25
10 people 31-35
5 people 36-40
5 people over 40

Q3.
40 people 2-3 times a month
10 people- once a week.
2 people- once every 3 months
8 people- not at all

Q4.
30 people good customer service and I can ask for product advise.
20 people- Available to check product quality.
5 people Convenience.
1 person- Excellent brand name.
4 people- I can ask for product advise.

Q5
30 People- better choice than in store
10 people- not at all
20 people Convenience

Q6
20 people once every 6 months.
30 people- not at all.
20 people 2-3 times a months.

Q7
50 people very helpful
5 people helpful
5 people- not very helpful
Q8
50 people- not very helpful
10 people- Helpful

Q9
35 people- 24/7h access to online website.
20 people- It is convenience
5 people- quick delivery service.

Q10
50 people yes
10 people- no.

Interviews with staff from retail shops.

Interviews face to face.
I asked 10 staff in retails shop one question.
1.Do you think that customers better prefers to buy clothes in the shop rather than online?

All staffs from retails shops confirmed that most customers prefer to buy clothes in the store rather than online. This is because each customer can check and see product quality and ask for help at any time they want to and do not need to wait for any respond. Staff from shop knows that people prefer shopping clothes in store, because in nowadays to increase online selling customer service is offering more discount on their website online. However, shops do have a lot of returns on clothes because of the wrong size and different quality as customer accepted before purchasing the product. As a result it means that most consumers prefers to buy clothes in the shop rather than online.

4.Conclusion.

Please use UK English.

I will add more information in attachment.

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