COURSE/UNIT INFORMATION

Course MBA – PMU

Course Level Postgraduate

Module Name Management Project Methods

Awarding Body Plymouth Marjon University

Module Code BUAM05

Faculty

ASSIGNMENT INFORMATION
Full/ Part Assignment Full
Assignment brief IV by Dr. Vivek Mohan
Assessor
Assignment due date
Turnitin Class ID 31634611
Turnitin Enrolment Key USW1010
TO BE FILLED BY THE STUDENT
Student Name Farhan Bin Sohel
Student ID 97082207129
Email ID Farhansohel97@[Link]
Date Submitted 29/05/2023
 Comments for REDO submission (If applicable)

Expectations

1. Materials Access
All learning materials are provided in the form of a module kit and can be accessed from the Learning
Management system (LMS)

2. Learning Hours
Students need to be aware of their commitment requirements in regard to study time. In order to give you
an indication of that, we have based the following information on the United Kingdom (UK) Higher
Education Quality Assurance Agency guidelines. “The notional learning hours associated with
qualifications, programmes and individual units of study are based on a broad agreement across institutions
that students can expect to spend 10 hours learning on average in order to gain one academic credit unit”
(QAA 2006).

3. Re-sit
If you do not secure a pass, please read closely the feedback and speak with your Course leader(s) or faculty.
After consulting the feedback, close attention is essential to rework on the areas of weakness, and then
resubmit the work at the next opportunity. As per the QAA requirements, only one REDO is allowed where
the marks will be capped at a Pass.
4. Plagiarism
All forms of plagiarism are taken seriously, and any suspected cases will be investigated thoroughly. If a
case is found proven, then the work will be graded as a fail and the case will be reviewed by the academic
committee.

5. Student appeals
There are no re-evaluations as the marks are graded and internally verified before release. However, as per
our appeals policy, a student can make an appeal to the course leader which will be then reviewed by the
academic committee (please check our academic policies and procedures manual for more information)

6. Assignment submission extensions

Students can apply for extensions via the LMS based on extenuating circumstances (if any) with evidence
(proof) as per our extensions policy.

General Guidelines

1. Complete the ‘To be filled by the student section’ in the cover page.
2. All assignments must be submitted as an electronic document in MS word via the LMS (Use
12 Times New Roman script with 1.5 spacing between lines)
3. The results are declared only if the student has met the mandatory attendance requirement of
75% and/or minimum 50 % under extenuating circumstances approved and ratified by the
academic committee and the examination board.
4. The assignment should not contain any contents with references cited from websites such as
[Link], [Link], [Link], [Link], Wikipedia but should contain
references/citations from credible academic journal and articles.
5. Submit the assignment in MS word document with the file name being:
First Name Last Name _ Module Code

Example: John Smith_GM701

 Checklist

 I have filled the student Information columns below.

The contents of my assignment have been submitted to Turnitin and I have attached the

Turnitin report

 I have strictly followed Harvard Style and Citations.

 PROJECT PROPOSAL – Exeed - PMU Program

Student Name: Farhan Bin Sohel

Submitted to (Faculty): Dr. Rekha
Date: 29/05/2023

Note: The Research Proposal will be the foundation of the project research work being undertaken by the
student. The Proposal will be written of maximum 2500 words; the distribution of word count for each
section is given below against each section title. The research plan timelines and the references will not be
included in the word count.

You will write your answers using proper headings on a new page not within the heading portions.

1. Project (research topic) Title

Provide a concise and clear title of the research project work being undertaken by you.

2. Introduction (700 words) [30 marks]

(a) Provide a brief introduction to your research topic, giving out the business company/ industry
overview, including the issues/ problems prevalent in the organization/ concerned industry/ sector.

(b) Give out the aim of the research project, objectives and the research questions of your project work.

3. Literature Review (1000 words) [40 marks]

(a) Show how your research work fits into the literature available on your subject matter. Also, show
how your research objectives/ questions intend to fill in the gaps and/ or extend knowledge after
going through the available literature.

(b) You must refer to at least 8-10 good sources of literature, out of which at least 6-8 or more should
be references from recognized academic publications found in peer reviewed articles/ journals.
4. Research Process (500 words) [20 marks]

Give out your research philosophy, research approaches and the methodology you will follow to
conduct the research.

Give out the methods of collecting your primary data, discuss the population and sampling methods
you will use, by justifying the same.

5. Research plan and timelines of thesis submission (300 words) [10 marks]

(a) Please provide a plan of stages of your research development and thesis writing, with a timeline of
proposed goals for your program.

(b) Your timelines should include your plan right from the preparatory stage, to writing the various
chapters of the dissertation, to the final write up and submission of the project.

(c) The timelines can be put in a tabular form and a Gantt chart made for the same thereafter.

6. References /Bibliography of planned reading

(a) Please provide references/ bibliography as per the Harvard format.

(b) It must contain good quality references from journals/ articles and other good sources.
 Table of Contents
Topic ............................................................................................................................................................. 8
Introduction ................................................................................................................................................... 8
Background of Research ........................................................................................................................... 8
Problem Statement .................................................................................................................................... 8
Aim of Research ....................................................................................................................................... 9
Research Objectives .................................................................................................................................. 9
Research Questions ................................................................................................................................. 10
Literature Review........................................................................................................................................ 10
Introduction ............................................................................................................................................. 10
Literature on Consumer Purchasing in Fashion Retail ........................................................................... 10
Literature on Retail Fashion Buying Behaviour and Purchase Intention ............................................ 11
Customer Preferences: Online vs. In-Store Shopping......................................................................... 12
Social Media and Digital Marketing Impact on Buying Behaviour and Purchase Intent ................... 13
Research Gap .......................................................................................................................................... 13
Research Process......................................................................................................................................... 14
Research Philosophy and Justification:................................................................................................... 14
Research Approaches and Methodology................................................................................................. 15
Data Collection Methods: ....................................................................................................................... 15
Sampling Strategies and Population Size: .............................................................................................. 15
Research Plan .............................................................................................................................................. 17
Research Timeline .................................................................................................................................. 17
Research Gantt Chart .............................................................................................................................. 18
References ................................................................................................................................................... 19
Topic
Factors Influencing Customer Buying Behaviour: A Comparative Analysis of Online and In-
Store Shopping Methods for Zara in Kuwait

Introduction
Background of Research

Technology has revolutionised business, especially retail. Online purchasing has grown rapidly in
the retail sector (Har et al., 2022), several factors, such as product quality, pricing, brand
reputation, and the retail environment, impact customer buying behaviour and purchase intention,
making them crucial to marketing attempts (Armstrong, Kotler, and Opresnik, 2023). While the
sensory pleasures and instant satisfaction of in-store shopping have a significant impact on
consumers' purchasing behaviour in the fashion retail business, the enormous choice and
convenience of internet shopping have the potential to alter customers' purchase intentions.
Customers' preferences might vary widely depending on the product category and individual
requirements. Convenience has a significant impact on consumers' actual behaviour and their
willingness to buy. Furthermore, convenience might be perceived differently across groups and
generations, which can further impact consumer behaviour. For retailers to successfully cater to
their customers' ever evolving wants and demands, they must first grasp the finer details and act
accordingly (Lalley, 2023).

Zara have expanded Kuwait's fashion retail business. These businesses have a strong presence in
Kuwait, having physical storefronts and online platforms to meet consumers' different needs.
Despite their dominance in the industry, these stores have a hard time deciphering the nuances of
their consumers' online vs in-store purchase behaviour. As a result of lockdowns and social
isolation measures, more and more people have begun doing their shopping online since the
COVID-19 epidemic (Sayyida et al., 2021).

Problem Statement

Given Kuwait's distinct socio-cultural elements, studying customer buying behaviour at Zara is
very important. Due to factors such as their great spending power, cultural beliefs, and the
influence of social media, Kuwaiti consumers display unique shopping behaviours. (Al-Enezi et
al., 2019).

As retail competition increases and consumer tastes and preferences shift, it becomes more
difficult for fashion retailers to persuade customers to make purchases. Customers now anticipate
a consistent experience across both online and physical locations because of technological
advancements. Given these obstacles, fashion businesses would do well to conduct an analysis of
customers' purchasing behaviour while using both online and in-store shopping methods.

To conclude, this study is proposed to fill the gap in the literature by comparing the factors
impacting customers' buying behaviour for Zara in Kuwait, considering both online and in-store
shopping choices. The study's overarching goal is to better equip fashion retailers to face the
difficulties of today's rapidly changing retail market by providing them with a deeper
understanding of their customers' complicated purchasing habits.

Aim of Research

The aim of this research is to better understand what drives consumers to make purchases
nowadays. The study compares these aspects across online and in-store Zara buying experiences.
The research tries to shed light on customer purchase behaviour to help these companies improve
their marketing methods.

The study will analyse online and in-store factors that affect customer buying behaviour. Zara's
Kuwaiti operations will be examined in the investigation. The analysis will reveal consumer
behaviour and purchase intention variations between the two shopping environments.

The research attempts to improve client retention and purchase intention in Kuwait's fashion sector
by offering practical suggestions. Understanding consumer behaviour and buying decisions allows
firms to tailor strategies to consumer preferences, improve the shopping experience, and build
long-term customer loyalty.
Research Objectives

1. To identify and categorise the important factors impacting consumer buying behaviour of
Kuwaiti consumers.
2. To compare difference in the factors influencing consumer behaviour of online and in-store
purchase of Zara in Kuwait.
3. To provide actionable suggestions for retaining the interest of customer and positively
influencing their intention for both online and in-store purchase, based on discovered
variables.

Research Questions

1. What variables influence consumer buying behaviour of people especially in Kuwait?

2. How do the identified variables differ in impacting consumer buying behaviour and
purchase intention between online and in-store purchase especially in Zara, Kuwait?
3. What can be done to retain the best interest of the customer and have a positive influence
on purchase intention in both the online and in-store medium?

Literature Review
Introduction

Online shopping and consumer preferences have transformed retail fashion in recent decades. As
online purchasing grows, companies must understand consumer buying behaviour and intent to
compete. Zara, global multi-channel retailers, need this.

Understanding what influences customers' online vs. in-store buying patterns in Kuwait, a
diversified market, is vital. This literature analysis will examine fashion brand to understand retail
fashion customer purchasing behaviour.. It will also compare in-store and online shopping
experiences and consumer channel preferences. This study will synthesise Zara research on
consumer preferences and behaviour.
This literature review will identify critical characteristics that impact consumer purchasing
behaviour and purchase intention, as well as knowledge gaps and research needs. For future
research and planning, this will reveal Kuwaiti in-store and online shopping behaviours.

Literature on Consumer Purchasing in Fashion Retail

Literature of Buying Behaviour in Retail Fashion

A thorough search of relevant databases, academic publications, and other sources identifies
various studies on retail fashion customer buying behaviour and purchase intentions. Brand
loyalty, product quality, pricing, promotions, and social influences all have a role in shaping
consumer behaviour, and this is a common topic throughout the literature (Nayak, 2018; Rahman
et al., 2020). In addition, research on the impact of shoppers' feelings and their in-store experiences
on their propensity to make a purchase has come into the spotlight in recent years (Quttainah,
2019). Using data from shoppers at Watsons shops, Renata Moudy, Ronald Moudy, and Amelia
Moudy (2021) analyse the factors that influence their decisions to buy. The results of this study
underline the importance of sensory elements, interior design, signs, amenities, atmosphere, staff
behaviour, the behaviour of other visitors, and the perceptions of consumers in shaping the
emotions and satisfaction of the target audience.

Neumann, Martinez, and Martinez (2020) found a movement towards sustainable fashion. The
survey indicated that buyers of green products are more aware of and favourable towards green
brands. Quality also influenced green product buying intentions. Exploratory factor analysis and
structural equation modelling was used to evaluate variable relationships. The study found that
green brand awareness, perceived quality, and green brand attitude influence buying behaviour the
most. These studies shed light on green goods buyers' decision-making processes. Zhao, Lee, and
Copeland's (2019) research on social media and Chinese consumers' ecologically friendly garment
purchasing intentions sheds light on young consumers' online purchasing behaviours. The study
emphasises social media and peer interactions' impact on young consumers' decision-making.
Positive attitudes towards sustainability and subjective standards inspired by peers impact their
inclinations to buy sustainable clothes. Overall, this research adds to the literature on social media,
online buying behaviour, and sustainable consumerism.

The Netherlands Authority for Consumers and Markets ("ACM") highlighted H&M's deceptive
sustainability promises. A Swedish fast-fashion firm promises linguistic correction and two-year
monitoring. However, such practises mostly affect the Dutch market (TFL, 2022). This coincides
with the results of Albloushy and Hiller Connell (2019), who found that Kuwaiti women were
interested in ESA but knew little about the fashion industry's negative effects on the environment.
These examples show that worldwide businesses must provide accurate, sustainable information,
appreciate cultural differences, and avoid deception to responsibly influence customer behaviour.

Customer Preferences: Online vs. In-Store Shopping

Numerous studies have examined how convenience, product assortment, price, and customer
service affect online vs. in-store shopping (Haridasan & Fernando, 2018; Jin & Shin, 2020).
Haridasan & Fernando (2018) found that online shoppers seek variety, value for money, delivery,
social interaction, personalised attention, convenience, affordability, gratification, nostalgia,
loyalty benefits, self-confidence, wider choices, and control over their shopping experience.

Consumer Behaviour and Preferences Across Markets in Apparel Industry

Zara’s research in different markets has examined brand loyalty, customer satisfaction, and
demographics. Jiang (2022) observed that Zara customers prioritise trendy design, quality, and
cost efficiency, which affect brand choice, loyalty, and satisfaction. These characteristics boost
Zara’s customer loyalty.

Mostafa (2019) divides the Kuwaiti female clothing industry into liberals, traditionalists, and
conservatives, highlighting their diverse purchasing habits and preferences. Religion and culture
strongly impact conservative buying choices. Young liberals use fashion for self-expression and
socialising. Traditionalists bought overseas brands more often, demonstrating segment-specific
purchasing frequency and brand preference. The research emphasises product diversity, price, and
customer service in customer retention. Therefore, companies should examine these aspects and
customise their marketing tactics to meet segment demands and engage Kuwaiti customers.

Social Media and Digital Marketing Impact on Buying Behaviour

Studies have examined how social media and digital marketing affect retail fashion customers'
buying behaviour and purchase intention (Wang et al., 2019). A close reading of the research by
Chu and Chen (2019) reveals the significance of the role of social media in affecting consumer
purchasing behaviour, especially via CSR-related activities. The authors discovered that
participation in CSR activities through social media increased brand recognition, which in turn
influenced consumer intent to make a purchase. Positive brand attitudes, which are nurtured via
such interaction, also connect favourably with the desire to buy. According to the findings, there
is a correlation between high levels of brand recognition and eWOM. Despite the study's insights,
further research is needed to confirm and broaden these results, emphasising the study's
contributions and possible gaps in the larger conversation on social media's influence on consumer
behaviour.

According to research conducted by AL-AZZAM and AL-MIZEED (2021), digital marketing

channels have a substantial impact on consumer purchasing behaviour and purchase intentions,
especially among university students in Jordan. Their study, supported by a high response rate and
credible data, shows that email marketing, internet advertising, social media marketing, and mobile
marketing positively affect purchase choices. The most effective route is mobile marketing. To
fully comprehend digital marketing's worldwide influence on consumer behaviour, their study's
contextual constraints imply the necessity for further research across demographics and cultures.

Research Gap

The literature research identified key factors affecting consumer buying behaviour for Zara's
online and in-store shopping strategies. Several gaps, however, have been recognised as areas that
need more research:

• In-Store Experience: Kuwaiti customers' buying choices and satisfaction require further
study of in-store features.
 • Purchasing habits: Kuwaiti consumers' online vs. in-store purchasing habits should be
examined by demographics.

• The need to compare the elements impacting customer behaviour towards important
garment companies in Kuwait, both online and in-store.

• Tailored Marketing Strategies: Kuwaiti fashion retail research lacks appropriate

customised marketing strategies for different customer categories.

• Not understanding how online and in-store purchasing channels work together for an
omnichannel experience.

Filling in these literature gaps will help fashion retailers in Kuwait gain useful insights that will
aid them in creating strategic plans to boost consumer satisfaction and bottom-line results.

Research Process

• Philosophy: Positivism
• Approach: Deductive
• Method: Mono
Quantitative
• Strategy: Survey
• Time Horizons: Cross-
sectional
• Methods: Statistical
Analysis

Figure 1: Saunders' Research Onion

Research Philosophy and Justification:

This study will adhere to positivism as its research philosophy. The study's optimistic objectives
of identifying what influences Zara customers in Kuwait to make purchases are consistent with a
positivist worldview. It places an emphasis on determining correlations between variables through
the use of objective measurement and statistical analysis. Taking a positivist stance, this research
aims to shed light on fundamental concepts and extend results beyond their immediate setting in
order to enhance our understanding of consumer behaviour.

Research Approaches and Methodology

This study will use a quantitative methodology and a deductive approach. The deductive method
entails using empirical data analysis to verify previously established theories and assumptions.
Taking a deductive approach, this research hopes to confirm or disprove hypotheses on what
influences Kuwaiti consumers' decisions to shop online or in-store for Zara.

Since the quantitative method facilitates the accurate measurement and statistical analysis of
numerical data, it is well suited to this investigation. It makes it easier to get numerical information
on consumer behaviours and inclinations through the use of questionnaires or surveys. A statistical
analysis of the acquired data may reveal patterns, correlations, and other significant links between
variables.

Data Collection Methods:

This study will gather primary data via a structured survey. The study collects data on consumers'
buying patterns, likelihood to buy, and influencing factors. Structured and organised survey data
will enable quantitative analysis. Product preferences, price, brand impression, and shopping
experience will be included in the survey.

To assist the study, secondary sources will be used. Academic journals, books, industry reports,
and trustworthy websites are secondary sources. Previous studies and ideas on consumer buying
habits and purchase intentions will provide significant secondary data for the literature review.

Sampling Strategies and Population Size:

In order to choose an accurate cross-section of the population, probability sampling technique like
random or stratified sampling. Stratified sampling involves separating the population into relevant
strata (such as age groups or gender) and then picking participants at random from each stratum,
whereas random sampling selects clients at random from the total population. By including a wide
variety of consumers, this method increases the validity of the results and allows for extrapolation.

The sample size (who are customers of Zara) will be based on statistical considerations, with the
aim of achieving sufficient statistical data. Those who have been randomly chosen will be asked
to take part in the survey, and every effort will be made to ensure that they do so voluntarily.
Concerns about privacy, confidentiality, and informed consent will be taken seriously at every
stage of data collection.
Research Plan
Research Timeline
The research plan provides a timetable with projected objectives from April 1st to September 11th,
outlining the various phases of study creation and thesis preparation. The research project's
schedule and checkpoints are detailed in the table below.
Stage Activities Timeline
• Refine research objectives
Preparatory Stage • Conduct comprehensive May 31st –
literature review July 15th
• Develop the research
instrument (survey)
• Administer the survey to Zara
Data Collection customers July 16th –
July 31st
• Ensure ethical considerations
and data privacy
• Clean and organize the
collected survey data
Data Analysis • Apply appropriate statistical August 1st –
techniques August 15th
• Analyse and interpret the
quantitative results
• Compare customer buying
behaviour and purchase
Comparative Analysis intention (online and in-store)

• Identify key factors August 16th –

influencing buying behaviour August 21st
• Draft the thesis chapters and
sections
Thesis Writing • Revise and refine the thesis August 22nd –
content September 4th
• Write the conclusion and
recommendations
• Proofread and edit the thesis
Final Write-up and Submission
• Finalize formatting and September 5th –
referencing September 11th
• Submit the completed thesis
Research Gantt Chart
References

Al-Azzam, A.F. and Al-Mizeed, K. (2021) The effect of digital marketing on purchasing
decisions: A case study in Jordan. The Journal of Asian Finance, Economics and
Business, 8(5), pp.455-463.

Albloushy, H. and Hiller Connell, K.Y. (2019) “Purchasing environmentally sustainable apparel:
The attitudes and intentions of female Kuwaiti consumers,” International Journal of
Consumer Studies, 43(4), pp. 390–401. [online] Available at:
[Link] [Accessed: 12 May 2023].

Al-Enezi, K.A. et al. (2019) ‘The influence of internet and social media on purchasing decisions
in Indonesia and a comparison between Indonesia and Kuwait’, Journal of Computational
and Theoretical Nanoscience, 16(3), pp. 1029–1034. [online] Available at:
[Link] [Accessed: 21 May 2023].

Armstrong, G., Kotler, P. and Opresnik, M.O. (2023) Marketing: An introduction. Harlow, UK:
Pearson.

Har, L.L. et al. (2022) ‘Revolution of retail industry: From perspective of retail 1.0 to 4.0’,
Procedia Computer Science, 200, pp. 1615–1625. [online] Available at:
[Link] [Accessed: 10 May 2023].

Haridasan, A.C. and Fernando, A.G. (2018) ‘Online or in-store: Unravelling consumer’s channel
choice motives’, Journal of Research in Interactive Marketing, 12(2), pp. 215–230.
[Online] Available at: [Link] [Accessed: 07 May 2023].

Jiang, B. (2022) ‘How consumers’ response on CSR affects brand competitiveness in the fast
fashion industry——case study of Zara (Inditex) and H&M’, Academic Journal of
Business & Management, 4(1). [online] Available at: https://
doi:10.25236/ajbm.2022.040117. [Accessed: 18 May 2023].
Jin, B.E. and Shin, D.C. (2020) ‘Changing the game to compete: Innovations in the fashion retail
industry from the disruptive business model’, Business Horizons, 63(3), pp. 301–311.
[online] Available at: [Link] [Accessed 18 May 2023].

Lalley, H. (2023). Here’s what shoppers would rather buy in-store vs. online. Winsight Grocery
Business. [online] Available at: [Link]
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Mostafa, M.M. (2019) ‘Profiling Kuwaiti female apparel consumers’, International Journal of
Sociology and Social Policy, 39(1/2), pp. 98–117. [online] Available at:
[Link] [Accessed 23 May 2023].

Moudy Renata, C., Ronald, Dr. and Amelia, Dr. (2021) ‘Analysis of influence of senses, interior
design, signage, facilities, atmospherics, staff, other visitor’s behavior, the visitor himself /
herself to customer loyalty through emotions and satisfaction of Watsons customers in
Surabaya’, International Journal of Research Publications, 70(1). [online] Available at:
[Link] [Accessed 21 May 2023].

Nayak, J.K. (2018) ‘Brand community relationships transitioning into brand relationships:
Mediating and moderating mechanisms’, Journal of Retailing and Consumer Services, 45,
pp. 64–73. [online] Available at: [Link] [Accessed
17 May 2023].

Neumann, H.L., Martinez, L.M. and Martinez, L.F. (2020) Sustainability efforts in the fast
fashion industry: Consumer Perception, trust and purchase intention, Sustainability
Accounting, Management and Policy Journal, 12(3), pp. 571–590. [online] Available at:
[Link] [Accessed 13 May 2023].

Quttainah, M.A. (2019) ‘The role of Organizational Trust and joy in organization’s strategic
behaviour’, FIIB Business Review, 9(1), pp. 42–54. [online] Available at:
[Link] [Accessed 18 May 2023].

Rahman, M.S. et al. (2020) ‘Millennials’ purchasing behavior toward fashion clothing brands:
Influence of Brand Awareness and Brand Schematicity’, Journal of Fashion Marketing
 and Management: An International Journal, 25(1), pp. 153–183. [online] Available at:
[Link] [Accessed 19 May 2023].

Sayyida, S. et al. (2021) ‘The impact of the COVID-19 pandemic on Retail Consumer Behavior’,
Aptisi Transactions on Management (ATM), 5(1), pp. 79–88. [online] Available at:
[Link] [Accessed 23 May 2023].

TFL (2022) Dutch regulator takes issue with H&M Sustainability claims, The Fashion Law.
[online] Available at: [Link]
include-unsubstantiated-sustainability-claims/ [Accessed 16 May 2023].

Wang, Y. et al. (2019) ‘Success of social media marketing efforts in retaining sustainable online
consumers: An empirical analysis on the online fashion retail market’, Sustainability,
11(13), p. 3596. [online] Available at: [Link] [Accessed 16 May
2023].

Zhao, L., Lee, S.H. and Copeland, L.R. (2019) ‘Social Media and Chinese consumers’
Environmentally Sustainable Apparel Purchase Intentions’, Asia Pacific Journal of
Marketing and Logistics, 31(4), pp. 855–874. [online] Available at:
[Link] [Accessed 18 May 2023].