Relation Between Luxury Brands And Gender

Research project introduction and justification

Discuss about the Relation Between Luxury Brands and Gender.

The research study aims to find out the relation between luxury brands and gender. Many research studies have been conducted earlier to find out different types of aspects of the luxury brands and the impact of gender on the consumption of luxury brands. The literature review addresses many aspects of the above mentioned topic. This is found that luxury goods exist in almost all types of consumer products, and for men and women, and the age, income status, tastes and preferences, product availability and social status of people determine the consumption of luxury goods. The objective of the research paper is to find out the relation between the gender and preference of luxury brands across the space and time, the government policies that should be implemented to change the relation between gender and luxury brands and the impact of technology on the relationship between these two variables.

• What is the relation between the luxury brands and gender across space and time?
• What government policies should be introduced to change or improve the relationship between luxury brands and gender?
• What are the impacts of technology on the relationship between luxury brands and gender?

The above-mentioned research questions focus on exploring the relation between luxury brands and gender from some different aspects, other than the types mentioned in other literatures. The questions should address the problem areas of this research study. In this particular study, the researcher would like to address the gaps in the previous studies. For example, the researcher has found that the type of relationship between gender and luxury brands across time and space have not been addressed before. Similarly, the impacts of government policies and of the technology on the relationship between gender and the luxury brands have not been studied earlier. Hence, the researcher wanted to focus on these areas to find out a new aspect of the relationship between luxury brands and gender.

Research methodology refers to the detailed discussion on the methods or process of research to be followed by the researcher. Research methodology consists of many sections, such as, research design, research approach, data collection and analysis process etc. (Ioannidis et al. 2014). The researcher will collect both the primary and secondary data to explore the relationship between gender and luxury brands and perform the quantitative data analysis using the statistical tool SPSS.

The research philosophy is generally designed on the basis of the research objectives and method. It demonstrates the researcher’s thought process regarding the research topic. Various types of research philosophy are there, such as, positivism, interpretivism, epistemology and realism (Smith 2015).

Positivism refers to the philosophy, which deals with scientific approach. It is the most rational approach towards the research analysis (Knobe and Nichols 2013). Interpretivism is just the opposite. In this philosophy, the researcher interprets the data and puts forward his analysis. It depends on the observation power and subjective interpretation skills of the researcher. Hence, sometimes it becomes biased (Kratochwill et al. 2013). Realism is based on the concept of reality and epistemology is based on objective process of data collection (Lewis 2015).

Research questions and justification

In the above research study, the researcher will follow the positivism philosophy. He will analyze the primary and secondary data scientifically by using some satistical analytical tools.

mong the four types of research approach, namely, quantitative, qualitative, participatory and pragmatic, the researcher will choose the pragmatic approach. This approach uses both the qualitative and quantitative data analysis approach. The researcher collects primary data and performs the quantitative analysis and on the secondary data, he performs the qualitative approach. This is the most suitable and commonly used research approach, as it involves both the scientific and interpretive methods (O’Gorman et al. 2014). Thus, the conclusion is not biased. The interpretation of the researcher is backed by the scientific data analysis. Along with data, the research will apply the funnel approach, which first focuses on the general research objectives and questions, then does the data collection and analysis.

The tools to be used for reaching to a conclusion for the research work are explained through research design. In this study, the researcher will use the correlational research design. The attribute of correlational research design is the scientific analysis of cause and effect relationship among the variables (Creswell 2013). The researcher will prepare a survey questionnaire for the customers of luxury brands product and analyze the data by using SPSS. This helps in rational decision making. The questionnaire will be prepared on the basis of the knowledge gained from the literature review. The variables should be properly identified to conduct the hypothesis testing. The research design focuses on accepting or rejecting the hypothesis. The research will start from an assumption and conclusion would be drawn based on the analysis of the collected data and its relevance with the literature. The qualitative analysis is helpful to address the though process of the researcher and the humanitarian side of the research (Yin 2013).

Along with this, the critical analysis research approach will be used. The research questions aim to find out the relationship between the luxury brands and impact of gender across time and space, intervention of the government policies and impact of technologies to enhance the relationship between these two factors.

The researcher will collect both the primary and secondary data. The primary data would be collected through a survey questionnaire for the consumers of luxury brands. There will be open ended interview questions for the managers of a company of a luxury brand. Their responses would be analyzed qualitatively, while the survey responses would be analyzed quantitatively (Schabenberger and Gotway 2017). The secondary data would be collected from various online sources, official websites, journals, magazines etc. These data will be analyzed qualitatively to check if the results are supporting the primary data analysis (Sekaran and Bougie 2016).  

Research methodology

The sampling method refers to the suitable process of selecting the respondents from a large population. Sample is a subsection of a large population, which also has the same attributes of the population (Yadav et al. 2015). As studying the entire population is not possible for the researcher, he chooses a small sample to conduct his study. The researcher implements the simple random sampling, which is a type of probability sampling. He chooses the respondents for his survey randomly, while he applies purposive sampling to choose the managers of the luxury brand company for the interviews.

The sample size for the interview is fifty, while that for the interview is five. The questionnaire would contain ten close ended questions, which would focus on the various aspects of the relationship between gender and products of luxury brands.  The interview would contain three open ended questions for the managers to know their perception about the relation between luxury brands and the gender.

The researcher will apply both the quantitative and qualitative data analysis. The primary data collected from the survey and interview, will be analyzed statistically. The responses will be converted to the numeric data and will be analyzed using SPSS (Statistical Package for the Social Sciences). This is a statistical tool, used for analysis of the collected data. These data are then presented for visual representation through graphs, charts and tables. Using SPSS, the researcher will perform the correlation analysis of the variables. This helps in getting the results of cause and effect relationship between the variables (Sullivan-Bolyai, Bova and Singh 2014). For the secondary data and interview responses, thematic approach under qualitative analysis is used.

A Gantt chart is given below describing the schedules of the project.

References

Creswell, J.W., 2013. Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.

Ioannidis, J.P., Greenland, S., Hlatky, M.A., Khoury, M.J., Macleod, M.R., Moher, D., Schulz, K.F. and Tibshirani, R., 2014. Increasing value and reducing waste in research design, conduct, and analysis. The Lancet, 383(9912), pp.166-175.

Knobe, J. and Nichols, S. eds., 2013. Experimental philosophy(Vol. 2). Oxford University Press.

Kratochwill, T.R., Hitchcock, J.H., Horner, R.H., Levin, J.R., Odom, S.L., Rindskopf, D.M. and Shadish, W.R., 2013. Single-case intervention research design standards. Remedial and Special Education, 34(1), pp.26-38.

Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five approaches. Health promotion practice, 16(4), pp.473-475.

O’Gorman, K., Lochrie, S. and Watson, A., 2014. Research philosophy and case studies. Research Methods for Business & Management, pp.152-172.

Schabenberger, O. and Gotway, C.A., 2017. Statistical methods for spatial data analysis. CRC press.

Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach. John Wiley & Sons.

Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.

Sullivan-Bolyai, S., Bova, C. and Singh, M.D., 2014. Data-collection methods. Nursing Research in Canada-E-Book: Methods, Critical Appraisal, and Utilization, p.287.

Yadav, S.K., Kadilar, C., Shabbir, J. and Gupta, S., 2015. Improved family of estimators of population variance in simple random sampling. Journal of Statistical Theory and Practice, 9(2), pp.219-226.

Yin, R.K., 2013. Case study research: Design and methods. Sage publications 

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