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Topic: Student Questions

Undergrad Dissertation On Consumer Behaviour

Posted by a.r.barr on 12/17/2014 at 9:21 AM ET 250 Points
I'm currently starting my undergrad dissertation at university in the UK. I'm looking to write about Consumer Behaviour specifically lifestyles and motivation.

Title: Obtaining a Sophisticated and Desired Lifestyle: How do UK women consumers view wine brands readily available in the UK high street?

Aim: Investigating how female consumers aged 18-45 perceive different wine brands that are readily available on the UK High Street or Supermarkets and what influences them to attain a more desirable lifestyle?

objectives:
1, How do females with different demographic characteristics view supermarket branded wine compared with mid/high-market brands?
2, Discover the different types of needs consumers have in order to develop a more desirable lifestyle?
3, Using Maslow’s hierarchy what activities are necessary in order to attain self fulfilment and a more desirable lifestyle.
4, Consumer’s expect a value for money; focusing on cognitive factors what drives a change in behaviour when choosing a brand of wine?
5, Do women purchase wine due to hedonic needs; with the thought of a more pleasurable and positive emotional experience?
6, Discover how different social priorities impact consumers when purchasing a bottle of wine?
7, Determine the alternatives for marketers to research into ways to identify and reach consumer groups united by similar lifestyles?
8, Conclude by discovering how consumers who are from different backgrounds perceive brands based on their aspirations of a better lifestyle.

I could do with some assistance as to whether my aim and objectives seem feasible; and if you would be able to recommend any research methods.

Thanks
Adam
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  • Posted by a.r.barr on 12/17/2014 at 9:22 AM Author
    research - method
    Quantitative Study - 18-45 year old affluent female shoppers. Separate demographics, us a mixture of AIOs to determine lifestyle; followed by questions relating wine preference, luxury or discount, high street or supermarket, reasons for purchase, Does wine consumption allow consumers to have a more sophisticated lifestyle?
  • Posted by Jay Hamilton-Roth on 12/18/2014 at 8:30 AM Accepted
    My hunch is that you have a hard thesis to prove: there are a wealth of wine brands, a wide age range targeted, and an unclear aspirational goal ("...what influences them to attain a more desirable lifestyle?"). Also, based on how often they purchase wine and its cost and choices, why would they try a new brand vs. their "favorite" (i.e., what would make them switch allegiance)?
  • Posted on 12/18/2014 at 11:40 AM Accepted
    You better verify that your target consumers are even aware of wine brands. I suspect many purchase whatever is recommended by the local wine retail shopkeeper -- and couldn't actually name a brand if they tried.

    I think you have a very difficult challenge with the topic you've selected. You might see if you can get a wine retailer to help you refine/narrow the topic.
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