Research Proposal

Buying Behavior of Individuals in Imus City, Cavite

Soriano, Albert P.
Table of Contents

1. RESEARCH PROPOSAL
● Objectives
● Outline of Research Design

2. DATA COLLECTION
● Survey Categorical Questions Outline

3. DATA ANALYSIS
● Analysation of Collected Data
● Action Points

4. PRESENTATION
● Executive Summary
 Research Proposal

Objectives:
● Gain advantage over other competitors
● Increase Sales
● Meet the needs and desires of customers
● Develop market sectors
● Innovate products base on the customers preferences

Outline of Research Design:

I. Descriptive Research
a. Aims to assess the potential and likeability of the product.

II. Quantitative Access Method

a. Online Surveys

III. Data Collection Method

a. Categorical Questions

IV. Information Identification

a. Provided by the results of conducted survey forms

V. Sampling Process and Sample Size

a. Sampling Plan
➢ Individuals who live within the vicinity of Imus City are
considered samples for the study
➢ Selection of samples will be based on probability

b. Probability Sampling Plan

➢ Cluster Random Sampling will be used for random selection

c. Sample Size
➢ Sample Size: 100
➢ Confidence Level: 95%
➢ Variability: 50%
➢ Margin of Errors: 3%
 ➢ SUGGESTED NUMBER OF RESPONDENTS: 92
Consumer Segmentation:
A. Demographic
● Gender
● Age
● Marital Status

B. Behavior Graphic
● Purchase Behavior
● Habits

C. Psychographic
● Lifestyle
● Social Class
● Culture
● Personality

D. Geographic
● Area (urban or rural)
● Climate zone
● City

Positioning:
● Brand
● Perceptual Mapping
● Communicating Brand position
● Identifying Competitive Advantage

[These are the factors to consider before proceeding to analysis and

presentation]
 DATA COLLECTIONS

Questionnaires with open ended questions will be used as an instrument for the
online survey.

Survey Categorical Questions Outline Include:

● Demographics
● Behavior Graphics
● Psychographics
● Geographics
● Target Market
 DATA ANALYSIS
Analysation of Collected Data
I.

Female are the majority among participants complementing 61.5% of the

total respondents.

II.

15-18 years old are the majority ages of the participants, which has a
percent of 69.2% out of 13 total respondents.

III.
 92.3% from the accumulated responses of 13 participants are single.

IV.

The table shows that 38.5% (majority) of the females are more likely to
enjoy shopping at malls out of 13 participants. While men on the other
hand are only 23.07%

V.

The table shows that people usually buy the product that they initially liked
with a percentage of 46.2% out of 13 respondents.

VI.
 Majority of the people lives in urban areas which has a 69.2%, this means
that commercial businesses and retail business is the best option for this
situation.

RECOMMENDATIONS::

1. Based on the analysis of data, females are the majority and most
likely to contribute to our sales. But still, we can't disregard males
and other genders.
2. Ages range from 15-18, which means most of them are teenagers and
may opt to buy essential products for their skincare routines,
therefore, skincare products are in-demand.
3. Most of them live in urban areas, which means, merchandising, retail
and third-party businesses will excel here.
4. Location can be rented inside the mall or in land properties.

PROBLEM STATEMENT

EXECUTIVE SUMMARY

Problem Statement:
Individuals behavior and demographics in Imus City, Cavite are unknown to the
entity, these uncertainties can greatly affect the business' starting operations,
without knowing the needs and wants of customers, the business may face net
losses because of the lack of sales. To better serve the customers and earn sales
with profit, this research shall be conducted, as it determines and identifies the
factors that the business may consider.
Proposed Solution:
Understanding and engaging with customers through an interview or surveys
are the best solution in hand for this situation. Assessing their interests, desires
and necessities can be a great start advantage to the business. In our case, 69.2%
are considered teenagers and most of them live in urban areas where retail and
commercial organizations are easily accessible. This shall bring us adequate
potential to thrive and generate sales for our essential-related decided product.

Next Step:
Skincare Essential Products will help our company to generate the biggest sales
and revenue, because it is high in demand and it is the customers' wants and
needs as teenagers.

Note: The product and statements above can be widely used in different
varieties of customers and therefore does not require any specific customers
identity.