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Course: Research Methodology
Internal Assignment Applicable for April 2025 Examination
Assignment Marks: 30
Q1. India’s jewellery market is predominantly split into two sectors: organized and unorganized retail. The organized sector is led by major players like Titan (Tanishq), Kalyan Jewellers, Malabar Gold & Diamonds, and PC Jeweller. These brands offer standardized products, assured quality, branded offerings, and a reliable shopping experience. The unorganized sector, on the other hand, includes small, family-owned jewellers, local goldsmiths, and regional jewellery shops that often offer custom-made or traditional jewellery at competitive prices. Explain the research process to study consumer behaviour for organized versus unorganized jewellery retail in India. What is the key determining factors influencing consumer behaviour, and how would you conduct a comparative analysis between the two market segments? (10 Marks)
Answer: To study consumer behavior in the organized versus unorganized jewellery retail markets in India, a systematic research process is required to understand the preferences, perceptions, and purchasing habits of consumers in each market segment. Below is a detailed outline of the research process, key determining factors influencing consumer behavior, and how to conduct a comparative analysis between the two segments.
Research Process to Study Consumer Behavior
- Defining the Research
Q2. Explain the experimental design used in studying consumer behaviour at Shoppers Stop. Discuss the concepts of internal and external validity, hypothesis formation, and the application of different experimental designs. How can simulations and ethical considerations be applied in experimental research for a retail company like Shoppers Stop? (10 Marks)
Answer: Experimental Design in Studying Consumer Behavior at Shoppers Stop
Experimental design in consumer behavior research involves conducting controlled experiments to understand how different variables influence consumer choices and decisions. At a retail company like Shoppers Stop, experimental design is crucial to gaining insights into factors that affect consumer behavior, such as store layout, product placement, promotional strategies, and customer service. This can help optimize the shopping experience and increase sales.
Here’s how experimental design would be applied to studying consumer behavior at Shoppers Stop:
- Hypothesis Formation
Q3. In the digital age, apparel companies in India face intense competition and changing consumer preferences. With the growing influence of e-commerce platforms, mobile apps, and social media, building and maintaining brand loyalty has become more challenging. As customers increasingly engage with brands through digital channels, apparel companies must adapt by offering personalized experiences, seamless omni-channel strategies, and consistent value. The problem lies in identifying the most effective strategies that apparel companies can use to foster brand loyalty in a digital-first environment.
- Which research method can be applicable for this research. What are the objectives of the study? (5 Marks)
Answer: Research Method:
The research method most applicable for studying brand loyalty in the digital-first environment for apparel companies in India would be mixed-method research, combining both quantitative and qualitative approaches.
- Quantitative Research: Surveys and questionnaires can be used to collect numerical data from a large sample of consumers. This will allow apparel companies to gather insights into consumer behavior, attitudes, and preferences related to brand loyalty, online shopping habits, and
- Develop a questionnaire for this study. (5 Marks)
Answer: The questionnaire below is designed to gather insights into factors that contribute to brand loyalty for apparel companies in a digital-first environment.
Section 1: Demographic Information (To understand the consumer profile)
- Age:
- Under 18
- 18-24
- 25-34
- 35-44
- 45+
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