“The quest for certainty blocks the search for meaning. Uncertainty is the very condition to impel man to unfold his powers”

The last few days have once again involved a lot of change; who would have thought that an individual's research process held so much uncertainty? Last year when I applied to do my Honours, I was under the impression that I would form a topic at the beginning of the year, and that I would see it through to the end, with minor tweaks here and there. This is one hypothesis I have already found the answer to, as within a four week period I have not only changed the broad discipline I would be looking into (from e-marketing to consumer behaviour), but have taken many different turns.

I can draw similar parallels to driving. When you get in the car, you turn on the GPS and it plans out the route for you. But once you get familiar with the area you are driving in and get different advice (road signs etc.), you sometimes start to deviate from that original path and make your own way, still ending up in the same place.

I am quite motivated by change and uncertainty, as each time that I come up with a new idea, concept, or variable, I find myself refining my research problem and becoming more comfortable with it.

Below is the (current) proposal for my qualitative study, which will provide the foundations for further empirical research in my thesis.

BUSN8018 Qualitative Research Methods – Research Project Outline

Ben Hamer (u4774372)

1.0  Overview of the topic

When it comes to bottled water as a consumable, there is a lot of anecdotal commentary without a lot of theoretical support. As such, research will be conducted looking into the motivations behind consumers purchasing dual value products, in that they serve as both image and function. In the case of bottled water, it is predicted that consumers are not merely buying packaged water, but the image of a health conscious, fresh and vibrant individual that goes with it.

Societal attitudes infer that consumers believe that bottled water is a product that has been created by marketers and they have subsequently been tricked into buying something with little utility, purpose and value. Therefore, based on modern marketing theory (in particular the co-creation of value), the proposed study will ascertain whether the utility of the bottled water comes from the consumer rather than the product itself. In doing so, the research will query the market as to the actual product benefits compared to the perceived product benefits.

Furthermore, bottled water will be examined under an alternative paradigm, in analysing motivation for purchasing bottled water over the (often) free tap water and water fountain alternatives.

Being a generalist study, the target audience will represent a broad cross-section of society. However, due to ethical constraints, those under eighteen years old will not qualify for participation in the research.

2.0   The research gap

Criticism of bottled water, as a value co-created product, is centred on the differentiation and positioning between brands. However, research will be conducted into the core value provided by ‘water in a bottle’, and apply modern theory to determine the motivations behind consumers purchasing the product and what their perceived value of it is.

3.0  Research method

Exploratory research will be conducted and qualitative methodology adopted as a means of developing and refining the research problem. It is envisaged that this study will dissect the broad problem into something smaller and concise, influencing the direction of future empirical study on the topic.

Initially, the researcher will extend, synthesize and analyse available secondary in order to look at consumption motivations for low involvement impulse purchases so that a subsequent framework can be produced.

Following, two focus groups will be conducted as a means of acquiring feedback and attitudes from the predefined sample, using bottled water as the case study. A judgement sample will divide the two groups between bottled water users and non-users. As such, the researcher will be able to analyse the product perceptions from the two groups to see if there is a significant difference in attitudes and subsequently refine the core value that is embedded in the product.

In particular, it is anticipated that the focus group will determine the variables that motivate consumers to purchase bottled water, and why they do so over the tap alternative.  It is predicted that the information will be more specific and accurate with the potential to ask follow up questions and observe non verbal behaviour.

4.0   Relevant literature (as of 8 March 2011)

Vargo, SL and Lusch, RF. 2004. Evolving to a New Dominant Logic for Marketing. Journal of Marketing. Vol 68 (January 2004) pp 1 – 17.

Vargo, SL and Lusch, RF. 2008. Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science. Vol 36 pp 1 – 10.

- A good summation of where S-D logic is since they first posited (haha) it in 2004 

Lusch, RF et al. 2007. Competing through service: Insights from service-dominant logic. Journal of Retailing. Vol. 83, No.1 pp 5 – 18.

Murphy, P.E. & Enis, B.M. (1986). Classifying Products Strategically. The Journal of Marketing, 50, 24-42.

Hausman, A. (2000). A Multi-Method Investigation of Consumer Motivations in Impulse Buying Behaviour, Journal of Consumer Research, 17, 1.

Holt, D.B. (1995). How Consumers Consume: A typology of consumption practices. The Journal of Consumer Research, 22, 1-16

Hoyer, W.D. (1984). An Examination of Consumer Decision Making for a Common Repeat Purchase Product. The Journal of Consumer Research, 11, 822 – 829.

Laurent, G. & Kapferer, J. (1985). Measuring Consumer Involvement Profiles. Journal of Marketing Research, 22, 41 – 53.

West, P. M., Brown, C.L., & Hoch, S.J. (1996). Consumption Vocabulary and Preference Formation. The Journal of Consumer Research, 23, 120 – 135.

Bass, F.M. & Talarzyk, W.W. (1972). An Attitude Model for the Study of Brand Preference. Journal of Marketing Research, 9, 93-96.

Carpenter, G.S. & Nakamoto, K. (1989). Consumer Preference Formation and Pioneering Advantage. Journal of Marketing Research, 26, 285 – 298.

Ross, I. (1971). Self-Concept and Brand Preference. The Journal of Business, 44, 38-50.

Landon, E.L. (1974). Self Concept, Ideal Self Concept, and Consumer Purchase Intentions. The Journal of Consumer Research, 1, 44 – 51.

Dawar, N. & Parker, P. (1994). Marketing Universals: Consumers’ use of brand name, price, physical appearance, and retailer reputation as signals of product quality. The Journal of Marketing, 58, 81 – 95.

Dommermuth, W.P. (1965). The Shopping Matrix and Marketing Strategy. Journal of Marketing Research, 2, 128 – 132.