COURSE: UNIVERSITY:

BUSINESS MANAGEMENT (Top up) LEEDS TRINITY

RESEARCH PROPOSAL South Asian customers trends towards ASDA garments sector: a case study of Bradfo rd, UK

1. Introduction and rational of the study Investigation of my topic research is about product of South Asian wedding dress

es which have concerned most of the population in Bradford, UK. The roots of thi s product strongly are based in India and Pakistan. This product is available in England and especially in Bradford. As big population of Asian people is here a nd many Asian wedding garment stores, boutiques and small shops are selling thes e garments but available on high prices. A majority of South Asian is living in Bradford mostly people from India and Pakistan. Both countries most of the part s have similar culture, traditions, background, and customs from generation to g enerations and have a strong roots in their back family tradition and home count ries. South Asian wedding garments are popular in all Asian community areas in the Uni ted Kingdom, also are available. South Asian people like to maintain their back home culture by using these dresses on various occasions. These products are con sidered important among men, women, and children special on wedding occasions an d other cultural festivals. I belong to the South Asian sub-continent and living England for a long while an d observe various trends and attitudes of people buying products from the ASDA, therefore it was thought to investigate their attitudes and trends towards Asian garments at ASDA super store. Green (1995) states that You understand your busi ness idea inside out but does anyone else have a clue what it is all about? Summ arise your concept in writing on just one page. Explain in detail exactly what i t is. Leave emotion out of it. Stick to the facts (P.32).

2. Research aim To identify the trends of South Asian customers towards clothing/garments in ASD A stores in Bradford, UK. 3. Objectives 1. To identify the customers trends towards South-Asian clothing in the aspe cts of already existing business and its factors that can help to continue to do more. 2. To identify the marketing approach regarding to South-Asian clothing in a very competitive price 3. To identify the marketing approach of ASDA towards South-Asian garments sector in the diverse communities in Bradford. 4. To diagnose the contribution of ASDA in promoting the multicultural envi ronment in the UK.

3. Literature review The literature for this product should be according to the demand marketing aspe cts as: 3.1 Quality of product and service

Quality of product is a very important aspect of business, which appeal the cust omers to come back for product. Jobber (2004) emphasis that customers always loo k for quality of product, even though price, customer service and other aspects are also part of a business. All customers have a different sense of purchasing mean see and observation the aspect of product but most of the customers are int erested in the price rather than quality. The emergence of total quality manageme nt as a key aspect of organizational life reflects the important of quality in e valuating suppliers products and services. Many buying organization are unwilling to trade quality for price. In particularly buyers are looking for consistency of products or service quality (Jobber, 2004, p.15). 3.2 Price of product Many marketers believe it is appropriate to make empathetic decisions on behalf o f the customer but this can be dangerous if you are operating in a c o customer market where you sell thousands of products to tens of thousands customers, can you really make an empathetic judgement on how much they are willing to pay for a product? (Richarson, 2008, p.92). As far as the competitive advantage is concerned, the capability to get price in formation and compare it with several other products and services and to evaluat e competitors contribution is essential. Jiang (2002) asserts that price search i s reliant on the customer capacity and incentive. Furthermore, Jiang (2002, pp. 184, 189) suggests that the electronic media helps in understanding how consumer s acquire price information is important at the micro level for marketing and at the macro level for policy. The controversy is that price search is a key phase in conducting the business and a level at which consumers decisions can be deter mined or can have an impact. Different businessmen have different ideas and thou ghts but my experience is that people like a reasonable prices. This depend to t he time situation of customer, if customer is financially well then he dont bothe r of price. 3.3 Customers behaviour As business is by customers and each customer has a different personality than o ther by, ideas, behaviour thinking and they influence by the other things from t heir background. Some time depend to the Customer class (high, middle or low cla ss). As example if business is open by a one shop in Asian area then my thinking is that this is easy to understand the behaviour of people due to use to these people. One other side customer, thought and needs always change due to the diff erent circumstances, ups and downs are a part of life. In business marketing thi s is important to understand to keep in mind the impact of cultural and social a nd this understanding help to make the decision in business (Baines, 2003). As an indication for shopping, the relationship among price and the purchaser in vestment was analyzed by Moore & Carpener (2006). Cost was described to be centra l to consumer behaviour (p. 266) because it is involved in all buying situations. For customer preference the Price was a driver as well as a motivation for tran sactions. As a driver, cost had greatest affect when it was a bit little however apart from of store price, it persist a search motivation. In the purchasers opi nion, if a price was dissatisfactory then the search behavior would go on with a nd generally by movement through the distinction of goods / service variety or m ove to a new site. Price was described as a pure financial cost that the purchas er would take in terms of a former mental map of relative values, as mentioned i n the literature re-examined by Moore & Carpener (2006). However, as the effect of site interaction and promotions, the customer would become skilled at or fidd le with the mental. Somewhat online shopping depends on marketing mix to be a focus for the consumer s for purchasing experiences. Reference prices are one such entry point for onli ne shopping. At a cheaper cost, several products and services are available onli ne than form the physical stores and markets. For instance travel, banking, or d ownload services. In positive and negative senses, consumers take price as a cue . Frequently the positive one is related with low or quality whereas the negativ e with first choice for shops that comprises or encourage cheap price. Usually t he customers influenced by the positive or negative cues will not carry out in t he shops that indicate the opposite cue. Four price cue components, named as, pr

ice awareness, reputation sensitivity, the price/quality scheme, and sale pronen ess, were described in the research conducted by Moore & Carpener (2006, p. 268) . Every cue possesses a positive and a negative option and an assortment of rela ted conceptions that may be tested through empirical observation. The conclusion of the study proposed that for constancy of cuing for purchasers, a shop have t o support all the practical strategies. 3.4 Satisfaction of customer Customer satisfaction depends upon its perceived performance compared to the buye rs. Customer satisfaction occurs when perceived performance matches or exceeds ex pectations (Jobber, 2004, p.108). As Jobber (2009) says that customer satisfaction depends to the expectations of customer, I really agree with this quotation, this difficult to understand what is inner of customer by expectation. What customer perceive about product regard ing price, quality, colour, brand, company and other aspects of product. So if one thing is missing in product, this will not match to the customer perceived p erformance and result is that customer is not satisfaction regarding product. 3.5 Technology Using technology will become a more important part of the marketing role. It is t here to help you deal with the increasing pace of change, the growing number of competitors from emerging markets and the demand for more and more information (L inton, 2011, p.247). Technology is a very important part of business and techno logy is required and is a demand of 21st century because technology is playing a great role to expend businesses. Technology could be a by machines, fast way of communication, graphic, designing, software and hardware and way to get a more information regarding other marketing factors as internal and global. Latest tec hnology gives a business more accuracy (database system) and helps to promote th e business. 3.6 Advertising The world is awash in advertising clutter. For decades marketers have been spendi ng more and more to try to get their message out -- only to find their pitches d rowned out in a sea of noise generated by countless other marketers trying to do the same thing. In effect, companies have been paying big bucks to be ignored. Now, inspired by the Internet s ability to do a better job of targeting prospect s and measuring results, advertisers are dreaming up new ways to break through t he clutter and connect with potential customers at a lower cost (Freedman, 2005, p.1-6). Different media have different strengths and weaknesses, which will determine whi ch once you use for any particular campaign. The applications vary, so do the de gree of targeting, the course, the response and so on. Heres is very broad assess ment of media strengths and weaknesses (Jay, 1996, p.94). Advertising is a way to spread the business, advertising helps to convey the mes sage to others. Above mention two references i am bit agree with article referen ce but more agree with the author Jay that all media of advertising are a source of convey message. Each media has a strengths and weaknesses, this is depend to the business as example business of English food products, advertising will be successful in UK reason is as majority of people are English, so all media adver tising (radio, TV, magazine, home delivery) could be successful.

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