Asking poe to produce a dissertation proposal on social factors of consumer behavior in fashion industry: for MBA students (information from poe.com)
** please conduct an exploratory study on the research theme with perplexity.ai beforehand.
My question 1: "I am a part-time MBA student, currently learning to do my dissertation project. My research theme is to study "the social factors of Hong Kong consumer behavior in the Fashion Industry". I intend to use 3 academic theories for this study: one on the social factors of consumer behavior, one on the influence of social media, and one on fashion marketing strategy. My research philosophy is pragmatism. I will use three research methods: the first one is focus group with 5 participants: 2 being gen y fashion consumers, 1 being gen z fashion consumer, 1 being a marketing manager working for a fashion company in Hong Kong. and 1 being a lecturer on fashion marketing. My second research method is semi-structured research interviews with 4 of my friends, 2 being gen y and 2 being gen z. My research third method is desk research to study my research theme. Based on these information, could you produce a dissertation proposal for me? Tks in advance."
The reply: "Dissertation Proposal
Title: Exploring the Role of Social Factors on Consumer Behavior in the Fashion Industry: A Study of Hong Kong
Academic Theories:
- Social Factors in Consumer Behavior: This theory will explore how societal norms, values, and groups influence individual consumer choices in the fashion industry.
- Influence of Social Media: This theory will address the impact of social media platforms on consumer attitudes and purchasing decisions, particularly among younger consumers (Gen Y and Gen Z).
- Fashion Marketing Strategy: This theory will examine how marketing techniques, such as influencer marketing and targeted advertising, shape consumer perceptions and behaviors.
Research Methods:
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Focus Group:
- Participants: 5 participants (2 Gen Y fashion consumers, 1 Gen Z fashion consumer, 1 marketing manager from a fashion company in Hong Kong, and 1 lecturer specializing in fashion marketing).
- Objective: To gather qualitative insights about consumer perceptions and behaviors, the influence of social media, and effective marketing strategies.
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Semi-Structured Research Interviews:
- Participants: 4 friends (2 Gen Y and 2 Gen Z).
- Objective: To delve deeper into personal experiences and perspectives regarding fashion consumption, social media engagement, and marketing effectiveness.
-
Desk Research:
- Objective: To analyze existing literature and data related to consumer behavior, social media influence, and marketing strategies in the fashion industry. This will help contextualize primary research findings.
Expected Outcomes:
- Identification of key social factors influencing consumer behavior in the Hong Kong fashion industry.
- Insights into how social media affects Gen Y and Gen Z consumers' shopping habits.
- Recommendations for fashion brands on effective marketing strategies tailored to target demographics.
References:
- A preliminary list of academic journals, books, and articles related to consumer behavior, social media influence, and fashion marketing strategies will be compiled to support the literature review and theoretical framework of the study.
This proposal outlines a comprehensive research framework that aligns with your study's objectives, providing a structured approach to investigate the social factors affecting consumer behavior in the Hong Kong fashion industry."
My question 2: "Could you provide 3 related research objectives and 3 research questions to me? And also provide a more concrete research method design for the 3 research methods chosen for this study? Tks."
The reply: "Research Objectives
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To analyze the social factors influencing consumer behavior in the Hong Kong fashion industry.
- This objective aims to identify and understand the various social determinants, such as cultural norms, peer influences, and social groups, that play a significant role in shaping consumer choices.
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To evaluate the impact of social media on consumer purchasing decisions among Gen Y and Gen Z in the Hong Kong fashion sector.
- This objective focuses on understanding how different social media platforms, influencers, and online marketing strategies affect the purchasing behavior of younger consumers in fashion.
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To assess the effectiveness of current fashion marketing strategies in engaging Hong Kong consumers.
- This objective seeks to gather insights on how marketing strategies are perceived by consumers, particularly regarding their relevance and impact on consumer engagement and loyalty.
Research Questions
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What social factors most significantly influence consumer behavior in the Hong Kong fashion industry?
- This question aims to uncover the key social aspects that drive consumer choices in fashion.
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How does social media usage impact the purchasing decisions of Gen Y and Gen Z consumers in Hong Kong's fashion sector?
- This question focuses on understanding the correlation between social media engagement and consumer behavior among younger demographics.
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What are the perceptions of consumers regarding the effectiveness of current fashion marketing strategies in Hong Kong?
- This question seeks to gather insights on how well marketing strategies resonate with consumers and their influence on purchasing decisions.
Research Method Design
-
Focus Group:
- Design:
- Participants: Recruit 5 individuals (2 Gen Y consumers aged 25-40, 1 Gen Z consumer aged 18-24, 1 marketing manager from a fashion company in Hong Kong, and 1 lecturer on fashion marketing).
- Setting: Conduct the focus group in a neutral, comfortable environment to encourage open discussion, such as a university meeting room or a quiet café.
- Duration: The session will last approximately 60-90 minutes.
- Procedure:
- Begin with introductions and a brief overview of the study.
- Use a semi-structured format with open-ended questions covering topics like influences on fashion purchases, social media engagement, and perceptions of marketing strategies.
- Facilitate discussion to elicit diverse viewpoints and insights.
- Data Collection: Audio-record the session (with consent) and take detailed notes to capture key themes and insights.
-
Semi-Structured Research Interviews:
- Design:
- Participants: Select 4 friends (2 Gen Y and 2 Gen Z), ensuring they have diverse backgrounds regarding fashion preferences.
- Setting: Conduct interviews in a quiet space conducive to conversation, such as a library or a private room in a coffee shop.
- Duration: Each interview will last approximately 30-45 minutes.
- Procedure:
- Start with a brief introduction and outline the purpose of the interview.
- Use semi-structured questions to explore individual experiences with fashion consumption, social media influence, and marketing perceptions.
- Encourage participants to share personal anecdotes and insights freely.
- Data Collection: Record the interviews (with permission) and take notes to capture significant points and themes.
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Desk Research:
- Design:
- Objective: Collect and analyze existing literature and data on consumer behavior, social media influence, and fashion marketing strategies.
- Sources: Utilize academic journals, books, industry reports, and reputable online resources related to the Hong Kong fashion industry and consumer trends.
- Procedure:
- Conduct a systematic review of literature using keywords relevant to the study, such as "Hong Kong fashion consumer behavior," "social media impact on fashion," and "fashion marketing strategies."
- Organize findings thematically and highlight relevant statistics, case studies, and theoretical frameworks that inform the primary research.
- Data Collection: Save electronic copies of articles, take notes on key findings, and create a comprehensive summary of insights relevant to the research objectives and questions.
This research method design provides a clear framework for collecting and analyzing data using qualitative approaches, ensuring a comprehensive understanding of the social factors affecting consumer behavior in the Hong Kong fashion industry."
My question 3: "Tks for suggestion. Could you clarify a bit how the three academic theories inform the 3 research methods of this study?"
The reply: "Here's how each of the three academic theories informs the corresponding research methods in your study on the social factors of Hong Kong consumer behavior in the fashion industry:
1. Social Factors in Consumer Behavior Theory
- Informed Method: Focus Group
- Explanation: The Social Factors in Consumer Behavior theory suggests that various societal influences—such as culture, social norms, peer groups, and family—impact consumer behavior. In the focus group, participants represent diverse backgrounds and demographics, allowing for a rich discussion about how these social factors affect their fashion choices.
- Focus Group Dynamics: During the discussion, the facilitator can explore topics related to cultural influences, peer pressure, and societal expectations in fashion consumption. Insights gathered can reveal how different social factors, articulated by participants, manifest in their purchasing behavior and attitudes toward fashion brands.
2. Influence of Social Media Theory
- Informed Method: Semi-Structured Research Interviews
- Explanation: The Influence of Social Media theory posits that social media platforms significantly affect consumer attitudes and behaviors, especially among younger generations. The semi-structured interviews delve into the personal experiences of participants with social media and its impact on their fashion consumption decisions.
- Interview Insights: Interview questions can directly address how participants engage with fashion brands on social media, the role of influencers in shaping their choices, and their perceptions of online engagement versus traditional marketing. This method allows for nuanced responses that capture the intricacies of social media's influence on individual consumption patterns.
3. Fashion Marketing Strategy Theory
- Informed Method: Desk Research
- Explanation: The Fashion Marketing Strategy theory examines how different marketing techniques, such as branding, advertising, and promotional tactics, affect consumer engagement and loyalty. The desk research method allows for a comprehensive review of existing literature, industry reports, and relevant case studies in fashion marketing.
- Secondary Data Insights: By aggregating information from various sources, the desk research will illuminate successful marketing strategies employed by fashion brands in Hong Kong. It will help contextualize findings from the focus group and interviews by comparing academic insights and real-world applications in fashion marketing. This background knowledge can also inform discussions in the focus group and interviews, setting a basis for evaluating participant perceptions against established marketing strategies.
Summary
Overall, these academic theories provide a theoretical framework that guides the selection and implementation of the research methods. They ensure that the data collected enhances the understanding of social factors affecting consumer behavior and helps in deriving actionable insights for the fashion industry within the context of Hong Kong. Each method operates cohesively, allowing for a multifaceted exploration of the research theme."
My question 4: "Could you comment on the strengths and weaknesses of the research philosophy and the 3 research methods used in this study. Also comment on the novelty, academic and practical values of this study?"
The reply: "Research Philosophy: Pragmatism
Strengths:
- Flexibility: Pragmatism allows for the use of both qualitative and quantitative methods, enabling a comprehensive understanding of consumer behavior by combining diverse data sources and perspectives.
- Real-World Relevance: This philosophy emphasizes practical implications, ensuring that findings are applicable to real-world scenarios, thereby enhancing the relevance of the research in the fashion industry.
- Focus on Outcomes: Pragmatism prioritizes actionable results, which is beneficial for practitioners (e.g., fashion marketers), as it encourages the application of research findings to improve marketing strategies.
Weaknesses:
- Potential Lack of Depth: The focus on practical outcomes may lead to a superficial analysis of deeper theoretical underpinnings, which could overlook significant insights that could arise from a more exploratory approach.
- Mixed Method Complexity: The integration of qualitative and quantitative methods can complicate data analysis and interpretation, requiring careful consideration to ensure coherence and validity in the findings.
- Subjectivity: Pragmatism acknowledges subjectivity, which could introduce bias in data interpretation and the conclusions drawn, especially when personal experiences and perspectives are involved.
Research Method Strengths and Weaknesses
-
Focus Group
- Strengths:
- Encourages dynamic discussion, allowing participants to interact and build on each other's ideas, leading to richer data.
- Provides immediate feedback on social influences affecting consumer behavior through direct dialogue.
- Weaknesses:
- Group dynamics can lead to conformity, where some participants may hold back opinions to avoid conflict or align with dominant voices.
- Potentially limited sample size may not fully represent the broader consumer base, affecting generalizability.
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Semi-Structured Research Interviews
- Strengths:
- Allows for in-depth exploration of individual experiences and personal insights, capturing nuances in consumer behavior and social media engagement.
- Flexibility in questioning can adapt to the flow of conversation, uncovering unexpected themes or insights.
- Weaknesses:
- Interviewer bias may influence responses, especially if leading questions are inadvertently used.
- Time-intensive data collection and analysis process, which may limit the number of interviews conducted.
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Desk Research
- Strengths:
- Access to a wealth of existing literature and data, providing a solid theoretical foundation and context for the research.
- Cost-effective, as it relies on secondary data sources, reducing the need for extensive primary data collection.
- Weaknesses:
- Data may be outdated or not entirely relevant to the specific context of Hong Kong fashion consumers, potentially leading to gaps in findings.
- Lack of primary data can result in limited insights into current consumer attitudes and behaviors.
Novelty, Academic, and Practical Value of the Study
Novelty:
- The study's focus on the social factors influencing consumer behavior in the Hong Kong fashion industry, particularly through the lens of Gen Y and Gen Z consumers, adds a fresh perspective to the existing literature. By analyzing the impact of social media and marketing strategies, the research addresses contemporary trends and shifts in consumer engagement, reflecting the rapid evolution of consumer dynamics in a post-pandemic world.
Academic Value:
- This research contributes to the academic field by filling a gap in understanding the specific social influences on fashion consumption in the Hong Kong context. It integrates established theories with empirical data to provide actionable insights, enriching the literature on consumer behavior, social media impact, and fashion marketing strategies. Furthermore, it prompts further studies in similar demographics and industries.
Practical Value:
- For practitioners and fashion marketers, the study's findings will provide practical recommendations on how to effectively engage with Gen Y and Gen Z consumers. Understanding social factors and the influence of social media can help fashion brands tailor their marketing strategies to resonate with current consumer trends, ultimately leading to improved customer loyalty and sales. The research may also guide companies in leveraging influencer partnerships and social media campaigns effectively.
In summary, this study combines a pragmatic approach with mixed research methods to explore an under-researched area within the fashion industry, offering both academic and practical contributions to understanding consumer behavior in Hong Kong."
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