Major A Research Proposal

By Paige Rundle
S3567307

Word Count: 5661

 Table of Contents

Abstract 1
1.Title  2
2. Introduction and Rationale 2
2.1 Introduction 2
2.2 Rationale  2
3.Research aim and objectives 2
3.1 Aim 2
3.2 Objectives 2
4. Literature Review 3
5.Framework: 8
6. Research Concepts/ Proposed Research Design 9
6.1 Research concepts: 9
6.1.1 Qualitative Research 9
6.1.2 Quantitative Research 9
6.1.3 Secondary Data  10
6.1.4 Primary Data  10
6.1.5 Data Triangulation  10
6.1.6 Validity  10
6.2 Proposed Research Design (Major B): 11
6.2.1 Information Required  11
6.2.2 Data Collection techniques: 11
6.2.3 Limitations:  12
6.2.4 Access: 12
6.2.5 Ethical Procedures:  13
7. Gantt Chart and Budget: 14
7.1 Gantt Chart 14
A b stract

This proposal is designed to investigate the buying behaviours of the baby

boomers, Generation X, Y and Z and to see if there are any connections
between each of the generations.

This proposal was written because currently there is many unknowns about
baby boomers and Gen X and Y buying behaviours and very little research on
Gen Z as well as the connections between the each of the generations, not
only within the Australian retail industry but world-wide. Many retailers
are still marketing their brands in a way that isn’t capturing their target
market because each generation have different buying behaviours and are
captured by different techniques.

There are still many gaps within the industry from the marketing stage
right up to the final step of purchasing the product, as well as connecting
behaviours from younger generations to parent generations, which has been
looked at throughout the literature review.

The literature review has been done using peer reviewed articles, reports
and books to find out how and why each generation buys the way they do
within the retail industry.

1
1 . Title

Profiling the generational buying behaviour characteristics and looking at

the generational influences.

2 . Intro duction an d R a t i o n a l e
2.1 Introduction:
The aim of this proposal is to find out how and why Baby boomers, Generation
X, Y and Z buy within the retail industry and furthering the research to
find out if there are any connections between generations. This proposal is
focusing on the retail industry particularly but the buying behaviours of
these generations can be used within many other industries as well. It will
look at the history of buying behaviour and how it is interpreted today
with different habits for every generation. It explores the different
habits that younger generations could have picked up from their parents’
generation and how this affects their buying behaviour. The proposal
explores the barriers that retailers and marketers have when dealing
with generational differences and how they can overcome these for example
technology, misunderstood advertising and the unknown of Generation Z.

2.2 Rationale:

The purpose for this proposal is to find out about the different generations
and their buying behaviours and ultimately explore how Generation Z will
eventually change the retail industry by the use of technology and if there
are any connections from older generations that could be because of their
parents. This will be done by conducting around 130-150 questionnaires
given out at RMIT university as well as on Facebook and email. The author
will also carry out expert interviews with two industry professionals,
as well as holding focus groups with 6 people from each generation. The
drive of this is to find out if the international information found in the
proposal about each generation is similar in Australia and New Zealand.

3 . Resear ch aim and o b j e c t i v e s

3.1 Aim:

To determine the buying behaviours of the Baby Boomer, X, Y and Z generations

and the connections between them.

3.2 Objectives:

To identify the buying behaviours of the Baby Boomers, Generation X,

Generation Y and Generation Z.
To analyse the connections/relationships between each of the generations
and together looking at Baby Boomers and Generation Y, Generation X and
Generation Z.
To evaluate how Generation Z is going to affect the retail sector in the

2
of the amount of status consumption with generation Y compares with
the baby boomers. Gen Y has a consumption level far higher than the
boomers and generation X. As baby boomers grew up in a time when people
stored a lot of necessities e.g. toilet paper because of the war they
have carried on this behaviour from their parents which is a strange
idea for younger generations. Credit cards are a common item to have in
the wallet for a generation X and Y as they have never known anything
different but this was a completely new phenomenon for the baby boomers
and older generations.
Similarly Gen X and Gen Z are not loyal to brands and would rather
find the product for the best value on the market. The baby boomers and
Generation Y spend more on clothing than the other two generations
(Yurchisin, J & Johnson, K 2010).

The baby boomers are the most economically stable out of the other generations
as they have been working hardest the longer, they are willing to spend
what they earn as they have security in their career. As so many of them
are active users of technology it is an opportunity for the industry to
target these consumers online as they have lived through the development
of technology. Generation X are described as being lazy and cynical with
a work to live outlook on life. They are difficult to market to as they
ignore the advertisements meant for them and aren’t willing to spend a lot
of money as they are strong believers of getting value for their money.
The more education this generation has the stronger their brand loyalty
as they feel influential to society. The third generation looked at was
Generation Y who have older parents with high levels of divorce. They are
fashion obsessed which is shown by them being the largest spenders within
the industry. They are highly impacted by their peers when deciding what
to buy but respond well to humour and irony with advertising. The newest
trend is Generation Z who have been entirely brought up with technology
and rely on social media to stay up to date with trends. They have little
to no brand loyalty but value the experience over anything and think it’s
important to know the brand on a personal level. As there is currently
little known about their buying behaviours, they are a big unknown for
the industry in the future. When comparing the generations, Generation Y
spends the most with Baby boomers second, spending the most within the
industry which could be related back to Generation Y being the children of
Baby boomers. Millennials (Generation Y and Z) are the most likely to buy
prestigious clothing but are also the least brand loyal.
The gaps found within the research of the literature review were the
connections between Baby Boomers and Generation Y which has slightly more
research than as well as Generation X and Z which is likely because there
is not enough research on Generation Z yet. Another gap found by the
author was baby boomer buying habits as most of the information on their
behaviours is outdated.

5 . Framew ork:

Many people will contribute to this study, with at least 30 males and
females from Australia and New Zealand in the Baby boomer generation, and
Generation X, Y, and Z will contribute in the questionnaire section. They

8
will be answering questions about their buying behaviour, experiences in
the retail industry, what is the final thing that makes them decide to
purchase, if they are impulse shoppers etc.

Industry experts will also contribute to the study with their knowledge
on the industry previously, currently and what the future holds with
Generation Z. The retail industry in Australia and New Zealand will benefit
from this study in the future as it gives them an insight into buying
habits of Generation Z who are the future. Each generation will also benefit
as retailers can see how exactly to target each generation in the best way
for them which will make the consumers feel a closer connection to the
brand as they feel valued.

6 . Rese arch Conce p t s / Proposed Research

D e sign

6.1 Research concepts:

6.1.1 Qualitative Research
According to Baines, Fill & Page (2011) ‘A type of exploratory research
using small samples and unstructured data collection procedures, designed
to identify hypotheses, possibly for later testing in quantitative research.
The most popular examples include in depth interviews, focus groups and
projective techniques’.
Egan (2015) states that ’Looking to answer the ‘why’ and the ‘how’ questions,
this type of research places greater emphasis on understanding consumer
behavior through insights and is often referred to as ‘rich data’.

Positives:
-You get more information from asking open ended questions and can therefore
do more with the information
-Smaller sample sizes are needed as you are getting more information which
can also save on costs

Negatives:
-The results gathered or received are very subjective and specific to that
person’s buying habit. This could therefore result in a wide variance of
information being received, which need to be narrowed down in order for
the results to be useful.
-Harder to assess the data and see clear answers and then to present

6.1.2 Quantitative Research

‘Research designed to provide responses to pre-determined, standardized

questions from a large number of respondents involving the statistical
analysis of the responses’ is the definition from Baines, Fill & Page
(2011).
Egan (2015) found ‘Seeking to answer the questions “how many”, “what?” or
“who?”, it is research that is looking to quantify something.’.

Positives:

9
-A lot easier to analyse as it is a yes or no answer (sometimes a third
answer) but you can present it nicely too
-It is super-fast to gather the information and in turn is fast to enter
into a spreadsheet

Negatives:
-You don’t get a lot of information as there is no expansion from the
question. If you don’t ask all he right questions then you won’t get the
answers
-Needs a large sample size

6.1.3 Secondary Data

‘A technique used to collect data that have been previously collected for
a purpose other than the current research situation. The process is often
referred to as a desk research.’ According to Baines, Fill & Page (2011).
‘Data available from one or more existing sources.’ Egan (2015)

6.1.4 Primary Data

‘A technique used to collect data for the first time that has been specifically
collected and assembled for the current research problem.” According to
Baines, Fill & Page (2011).
Egan (2015) found “Data collected specifically for a particular research
project’.

6.1.5 Data Triangulation

Grix, J (2010) found that ‘The term has come to be associated with the
practice of drawing on a variety of data sources, which are cross-checked
with one another to limit the chances of bias in the methods or sources
employed. It is common practice to attempt to measure one particular variable
using a variety of different methods, for example mixing statistical
analysis with qualitative methods to gain further insights into reality on
the ground. There is a difference between triangulating methods and the
triangulation of data resulting from diverse sources’
“Data triangulation validates your data and research by cross verifying
the same information. This triangulation of data strengthens your research
paper because your data has increased credibility and validity” as stated
by (Crowd Source Compnany, 2018)
According to Robert Wood Johnson Foundation (2008) “Triangulation involves
using multiple data sources in an investigation to produce understanding”

-Validation is important as it involves cross checking the answer with at

least two different sources
-This ensures that the author gets a consistent answer and gets more
information and verification

6.1.6 Validity

Baines, Fill & Page (2011) found that ‘The ability of a measurement

10
instrument to measure exactly the construct it is attempting to measure’.
‘A condition that exists when a research method measures what it is
supposed to measure.’ Pride, W & Ferell, O (2013)
‘This is very similar in meaning to ‘verifying’; see verifiability of data
in research., scholars attempt to achieve ‘internal validity’ and ‘external
validity’ of their research. The former refers to the extent to which
researchers can demonstrate that they have evidence for the statements and
descriptions they make; the latter refers to a study’s generalizability;
that is the relevance of the study’s statements over and above the case
study used’ According to Grix, J (2010).

6.2 Proposed Research Design (Major B):

6.2.1 Information Required

The research will be carried out using both primary and secondary data. The
focus groups, surveys and expert interviews will be used for the primary
resources and the secondary data will be the articles, reports and books
used.

The focus groups will be carried out with all four generations both male
and female. The point of these groups is to get more in-depth information
about each of their buying behaviours as the author will be able to fully
discuss ideas with consumers and ask more questions for more details if
needed. These will be conducted in person at RMIT University in Brunswick.
See appendix A

Surveys are going to be emailed out to students using QUALTRIX at RMIT

University, likely to be within the course as well as put on the authors
Facebook and emailed out so friends and family can fill it out both in
Australia and New Zealand. The questions that will be asked can be found
in Appendix B.

The expert interviews will be carried out in person as well as over the
phone to find out what retailers with a lot more experience know about each
generation within the industry. See appendix C.

6.2.2 Data Collection techniques:

The author will do a survey online which will be distributed through

Facebook and email using QUALTRIX. These surveys will all be done online
to keep them all together and make it easier to collect data afterwards.
Around 130-150 questionnaires will be done, with at least 30 per generation
in New Zealand and Australia so as to get as many results as possible. To
analyse this data, the author will focus on each generation separately and
look at the most popular characteristics given back in the answers. Then
I will look further at generations, genders and characteristics.

The focus groups will be conducted in person with generation Y and Z

from students at RMIT as well as friends of the author who live locally.
Generation X and Baby Boomers will be harder to find as the author does not
know anyone in Melbourne that are in these generations so will need to ask

11
friends and tutors at university if they know of anyone that who would be
interested.

Expert interviews will be held in person in Melbourne with men and women
in the fashion industry who are buyers, managers, marketers, CEO’s etc.
Contact will be made to these experts early on in semester two once
everything is finalised. These industry experts will be from different
types of backgrounds within the retail industry e.g. higher end and fast
fashion to see if there is a difference in buying behaviours from different
generations in different fashion lines.

6.2.3 Limitations:

Time limitation:
With 4 months to complete all the questionnaires, expert interviews, focus
groups as well as the rest of classes
Will prepare the questionnaire during the break to enable to be able to
start immediately in semester two
Lack of personal contact with industry experts
Will make contact with industry experts as soon as possible
Will need to co-ordinate interview times with experts to fit in with the
authors university availability.

Limitation of sample size:

Looking at a sample size of 150, finding more people from the pool of
people/friends/family will be challenging but not impossible as the author
will be working over two countries Australia and New Zealand.

Limitation of experience in the Fashion Industry:

As a third year Bachelor of Fashion student the author does have experience
in certain parts of the fashion industry but not across the entire industry

Limitation of budget spend:

As a full time, student, the author has very small income and therefore
not a lot to spend on the budget but will make sure to cut costs but not
the quality of the results where I can still provide work to an excellent
standard.

Limitation of the unknown:

By posting the survey on Facebook and emailing it out it is impossible to
know how many people from each generation will end up completing it which
could leave the author with a lot of answers to one generation and not a
lot to another.

6.2.4 Access:

The author will get access to the industry experts by emailing, calling and
going into stores or head offices if needed to explain what the research is
about and see if they would be interested in having a meeting.

The surveys will be completed by being posted on the authors Facebook page
so could be answered by an array of different generations. The survey

12
will also be emailed as this could target in particular the baby boomer
generation better than posting on social media.
Consumers for the focus groups will be mostly from RMIT but the older
generations will be found through asking local Melbournians if they’re
parents or family friends would be interested. This will be done by the
author emailing them once they have confirmed they want to participate.

6.2.5 Ethical Procedures:

The National Statement of Ethical Conduct in Human Resources (2007) will

be used when conducting this research. The author will need to get signed
consent from each participant involved as well as make sure they are aware
if at any point they are being recorded or filmed and have their permission
to be released.

13
7. Gantt Chart and B u d g e t :

7.1 Gantt Chart

Week 1 Week Week Week Week Week Week Week Week Week Week Week Week Week
2 3 4 5 6 7 8 9 10 11 12 13 14

Create Survey

Conduct
survey

Contact
Industry

Design
Interviews
Conduct
interviews

Design focus
group

Conduct focus
group
Presentation

14
7.2 Budget for Research Project:

The four focus groups held will each incur a $10 cost for small gifts.
The printing and binding will cost around $20.
Transport costs to and from interviews and focus groups will cost $20.

8 . Refer ences:
Australian Government updated 2015, National Statement on Ethical Conduct
in Human Research 2007, Australian Government, Australia
Baines, P, Fill, C & Page, K 2011, ‘Marketing (second edition)’, Oxford
University Press, Oxford, New York.
Cioletti, A 2018, ‘Hi There, Gen Z! Nice to Meet
You’, Licence Global! vol. 21, Iss. 1, pp. 10
Eastman, J & Liu, J 2012, ‘The impact of generational cohorts on status
consumption: an exploratory look at generational cohort and demographics
on status consumption’, Journal of Consumer Marketing, Vol. 29 Iss. 2,
pp.93-102.
Cohen, D, Crabtree, B 2006, ‘Qualitative Research Guidelines Project’,
Robert Wood Johnson Foundation, viewed on 24 May 2018, <http://www.qualres.
org/HomeTria-3692.html>
Egan, John 2015, ‘Marketing Communications (second edition)’, Sage
Publications, Los Angeles.
Evans, M, Jamal, A & Foxall, G 2009,’Consumer Behaviour- Second edition’,
John Wiley & Sons Ltd, Chichester, West Sussex.
Grix, J 2010, ‘The foundations of research’, Palgrave MacMillan, Hampshire,
UK.
Hall, A & Towers, N 2017, ‘Understanding how Millennial shoppers decide
what to buy: Digitally connected unseen journeys’, International Journal
of Retail & Distribution Management, Vol. 45 Issue: 5, pp.498-517.
Hawkins, D & Mothersbaugh, D 2010, ‘Consumer Behaviour- building marketing
strategy’, McGraw-Hill Irwin, New York, NY.
Leung, J & Taylor, G 2002, ‘Fashion buying criteria of X Generation
consumers in Hong Kong’, Journal of Fashion Marketing and Management: An
International Journal, vol. 6 Iss. 1, pp.63-76.
Poulos, M 2006, ‘Buyer Behaviour: Implications for Marketing’, Pearson
Education Australia, Frenchs Forest, New South Wales.
Pride, W & Ferell, O 2013, ‘Foundations of Marketing (fifth edition)’,
Cengage Learning, Ohio, USA
Priporas, C, Stylos, N & Fotiadas A 2017, ‘Generation Z consumers’ expectations
of interactions in smart retailing: A future agenda’, Computers in human
behaviour, Vol. 77, pp. 374-381.
Valaei, N & Nikhashemi, S 2017, ‘Generation Y consumers’ buying behaviour
in fashion apparel industry: a moderation analysis’, Journal of Fashion
Marketing and Management: An International Journal, Vol. 21 Iss.4, pp.523-
543.
Webb, K 2005, ‘Consumer Behaviour’, McGraw- Hill, North Ryde, New South
Wales.
Williams, T 1982,’ Consumer Behavior: Fundamentals & Strategies’, West
Publishing Company, St Paul, Minnesota
Write Content Solutions 2018, ‘Data Triangulation: How the Triangulation
of Data Strengthens Your Research’, Write Content Solutions, viewed 24
15
May 2018, <http://www.write.com/writing-guides/research-writing/research-
process/data-triangulation-how-the-triangulation-of-data-strengthens-
your-research/>
Yurchison,J&Johnson,K 2010,’Fashion and
the Consumer’,Berg Publishers, Oxford, UK.
Kalafatis, S, Pollard, M, East, R, Tsogas, M 1999, “Green marketing and
Ajzen’s theory of planned behaviour: a crossmarket examination”, Journal
of Consumer Marketing, Vol. 16 Iss. 5, pp.441-460

9 . Appen dices:

Appendix A:

Interview questions for focus group

Where do you shop and why?
Do you think shopping in store is better than online and why?
How do you find out about new trends?
How do you feel about the future of retail being so technology focused and
why?

Appendix B:

Survey
Which generation do you fall into?
What level of education have you received?
When shopping do you prefer online or in store?
If online what device do you use?
If in store how do you make your final decision to buy?
Are you loyal to any brands, if so which ones?
Do you believe you have picked up any traits/characteristics in terms of
buying from you parents? If so what?
What methods do you use to pay when shopping?
Do you buy fast fashion, high end or couture mostly?
What would you prefer to buy?
Do you expect a high level of customer service?
What do you see in the future for retail?
When watching/ listening to advertisements, what do you want to see?
Do you tend to buy the same or similar style of clothing to your peers?
How do you find out about the latest trends?

Appendix C:

Interview questions for expert:

Where do you see the retail industry going in the future?
Do you think bricks and mortar are going to be around for much longer?
Is it important to market your brand to a specific generation?
Do you think the future of retail is going to be positive with Gen Z?
How do you operate or do your job to work with all generations?

16