ESTUDIO DE LOS SISTEMAS

Research approaches are plans and the procedures for research that extend from broad assumptions to detailed methods of data collection, analysis and interpretation (Babbie & Mouton, 2007:49; Chilisa & Kawulish, 2012:52). The three major approaches according to Creswell (2014:3), include (a) quantitative, an approach for testing objective theories by examining the relationship among variables; (b) qualitative, an approach for exploring and understanding the meaning to a social or human problem and (c) mixed method, an approach involving collecting both quantitative and qualitative data and then, integrating the two forms of data. However, the decision on the selection of the appropriate research approach should be guided by the philosophical assumptions that the researcher brings to the study, the research designs (procedures of inquiry) and the specific research methods of data collection, analysis and interpretation (Creswell, 2014:3). Figure 7.1, adapted from Creswell (2014:5) depicts the interaction of the three components in an approach.

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Figure 7.1 A framework for Research – The interconnection of Worldviews, Design and Research methods (Creswell, 2014)

Figure 7.1 clearly shows that the researcher needs to think through the philosophical worldview assumptions that they bring to the study, the research design that is related to this worldview and the specific methods or procedures involved in order to translate into an approach (Creswell, 2014:5). According to Punch (2014:14), philosophical worldviews also referred to as paradigms (Babbie, 2010:33; Chilisa & Kawulich, 2012:51) are fundamental models of reference through which to organise the observations and reasoning of the research (Babbie, 2010:33). In other words they guide our thinking, beliefs and assumption about society and ourselves, and they frame how the world around us is viewed (Chilisa & Kawulich, 2012:51). The four widely known philosophical worldviews as discussed by Creswell (2014:7) which include; postpositivism (assume that there is a need to identify and assess the causes that influence outcomes);

constructivism (assume that individuals seek understanding of the world they live in);

Philosophical

111 | P a g e transformative (assume that reality is shaped by culture, politics, economics, race, gender, ethinicity and disability) and pragmatism (do not view the world as an absolute unity).

Subsequently, the selected philosophical view guides the research design and methods of data collection and analysis (Chilisa & Kawulich, 2012:51).

In this study postpositivism (highlighted in yellow) directed how factors influencing female consumer purchasing decision and behaviour can be studied. In this view, the researcher believes that there is reality independent of our thinking that can be studied through a scientific method and what counts as truth is based on precise observation and measurement that is verifiable (Chilisa & Kawulich, 2012:53). Thus the purpose of research within the postpositivism paradigm is to predict results, test theory, or find the strength of relationships between variables or a cause and effect relationship (Chilisa & Kawulich, 2012:55).

In this study, body shape and personal values influencing female consumers’ evaluative criteria preferences and the impact of specific emotions on clothing purchasing decision and behaviour calls for understanding the best predictors of the outcome during the shopping experience.

Moreover, the enquiry into factors that influence female consumers is a social issue according to Strydom (2007:74), based on testing of a theory composed of variables. In other words, body shape and personal values influence evaluative criteria preference and specific emotions affect female consumer purchasing decision and behaviour. Through the literature review, body shapes, personal values, evaluative criteria and emotions were identified as central concepts in this study.

Furthermore, the problem statement outlined in Chapter 1, Section (1.5) specified these variables as Chilisa and Kawulich (2012:55) point out, the relationship among the variables should be studied, which was captured in the research objectives. These variables could be measured on instruments so that numbered data can be analysed using statistical procedures (Creswell, 2014:4). This is done in order to determine the relationships or generalization of the theory. In this case this study adopted the postpositivism philosophical worldview which is typically associated with quantitative approach. Hence, the study will assume quantitative research design and methods.

7.3 PURPOSE OF THE STUDY

The purpose of this study was to develop a conceptual model of factors that influence evaluative criteria when selecting clothing. The study focused on the influences of body shape and personal

112 | P a g e values on evaluative criteria preferences in the clothing purchasing decision. Due to the fact that shopping for clothing can be emotional (Kasambala et al., 2014), the study also included the influence of specific integral emotions on female consumers’ purchasing decision and behaviour. In this way, the study attempted to provide clothing manufacturers with consumer information concerning the role that body shape, personal values and specific integral emotions play during the evaluation of the alternatives and selection of clothing and which clothing attributes clothing manufacturers and designers should focus on to satisfy specific consumers’ needs and demands.

7.3.1 Research Objectives

Keeping in mind the conceptual framework (Figure 2.2) presented in Chapter 2 and the purpose of this study, specific research questions were formulated to satisfy the research objectives.

Tables 7.1 to Table 7.5 present the four research objectives and the associated research questions that framed this study. Research objective five which over-arches the entire study was not framed by any specific question.

Table 7.1 Research Objective one and the associated research questions Research Objective One

To determine the most important and determinant evaluative criteria used by female consumers when purchasing clothing

Research question one What are the most important evaluative criteria in the

purchasing decision of South African female consumers when shopping for clothes

Research question two Which evaluative criteria are determinant in the purchasing of casual blouse/top, trouser/skirt and dress

Table 7.2 Research Objective two and the associated research question Research Objective Two

To determine the extent to which evaluative criteria preferences are influenced by perceived body shape

Research question one Which body shapes are prevalent in South Africa?

(identification of body shape)

Research question two Do body shapes impact on the preference of evaluative criteria in the clothing purchasing decision?

113 | P a g e Table 7.3 Research Objective three and the associated research question

Research Objective Three

To determine the extent to which evaluative criteria preference are influenced by personal values

Research question one Do personal values impact the preference of evaluative criteria in the clothing purchasing?

Table 7.4 Research Objective four and the associate research questions Research Objective Four

To determine the influence of specific integral (positive and negative) emotions on the clothing purchasing decision and behaviour

Research question one Which specific integral emotions are elicited upon evaluation of an ill-fitting blouse and a well-fitting outfit?

Research question two What are the influences of specific negative and positive integral emotions on decision making and clothing purchasing behaviour?

Table 7.5 Research Objective Five

Research Objective Five

To develop a conceptual framework of the range of factors that influence female consumers’ clothing purchasing decision and behaviour