Research in Marketing

Data Analysis

Analysis and proper interpretation of the available data and the newly found data is as important as producing the data itself. Proper analysis will help in producing the right conclusions and inferences on the topic and the research question. It is much more effective if the analysis of the available data is done as it is produced (Miles, 1994). The reason for this is that the data remains fresh with no chance of misinterpretations or       any other confusion on the gist of the data which could arise if the analysis is kept for later. The reliability and the date of the data will be cross verified by the researcher as these are important steps involved in data analysis (Zikmund, 2003). Data structuring and its analysis are the two most important steps in data analysis. Data structuring broadly explained deals with editing of the data based on relevance or dates of its retrieval. Comparison of the data based on the literature available on the topic will help in confirming its relevance.       

Potential Outcome of Research

The research carried out will help in understanding consumer behaviour and the buying pattern of people in UK. It is evident that the trends have changed after the world business scene was hit was global recession. This is evident from the literature and other forms of secondary data available. The research carried out will focus on the supermarket industry and how the recession has taken its toll on the buying pattern with respect to sales in the UK supermarkets. The researcher is confident of providing the right analysis in this matter and come up with the latest figures in relation to the topic. Possible reasons of the change in consumer behaviour have been established through secondary data and literature available. The research methods will provide the reasons with respect to the supermarket industry.

Conclusion

Consumer buying behaviour is a process that changes its designs with respect to change of conditions that are demographic, economic or even cultural in nature. The attitude towards buying has definitely changed post recession which is evident not only from the existing literature but also the change that is visible all around us. The case is particularly strong in the US and the UK where unemployment rates and high expenses have lead to drastic changes in the consumer behaviour and buying patterns. The information available reveals that people try to get more for less leading to competition among retailers and supermarkets alike. This report has given ample evidence of the fact compiled from a collection of secondary data by researchers and analysts on the topic. Primary data collected using interviews and other techniques mentioned will provide in-depth information on the real issues of consumers and their buying patterns in the supermarket industry in the UK