RESEARCH DESIGN OVERVIEW:

METHODOLOGY:

The study will be conducted using a questionnaire survey filled by the students of university of the Punjab acting as sophisticated customer. Quantitative methods will be used and evaluated on SPSS statistical software. In this descriptive research a survey analysis will be used using approximately 50 students of university of the Punjab. Its a cross-sectional study concerned with collection of data in one time frame. The methodology of conducting a survey is used due to its high relativity with the research in hand. As the research requires finding relations between CSR and consumer buying behavior information from a sophisticated consumer is required hence a quantitative method is used. The methodology would help us in attainting data in numeric form which is analyzed using SPSS software and not just that it provide factual information but also it would help managers in their decision making process in a more firm manner. Both techniques of primary data collection using a questionnaire and secondary data by using the literature in books and online databases already present and relevant to the research would be used. Former would provide us with first hand data about our sample and latter one would help us define the variables and clarify the concept. Quantitative methodology would have its focus on the data that has been collected from the sample and which would be in numeric from that has been derived from the scoring process to the questionnaire options selected by the sample units.

Sample In this quantitative study a sample of 50 students is determined and these students would be students of different departments of University of the Punjab Lahore Pakistan when the research will be conducted. Following are name of the departments

Institute of Business and Information Technology Institute of Business Administration Institute of Administration Sciences

Students of only business schools have been selected due to the reason that they have a firm understanding of the concept of consumer buying behavior in business terminology and are aware of decision making process and buying behavior theories. They are assumed to be sophisticated customers as per their knowledge about brands and changing buying patterns. This element in sample would help us collect accurate data which is in coincidence with our research needs. Here it is important to mention that sample size would be collected on the basis of simple random sampling form these starta. The objectivity of research is not compromised by only collecting data from the business school students it is but done for the accuracy of the data as the research requires sophisticated customers and in this context those who are aware of the concept of consumer buying decision and impact of corporate social responsibility of firms at different levels effecting buying patronage of consumers would provide better data than those who are not and act like general consumer. These business schools are located in such a manner that not only data collection may be assisted but also data editing and inquiry handling is done efficiently and effectively For the sake of maintaining diversity a sample of 10-15 representative are taken from each of the above mentioned departments. To maintain the validity and objectivity of research data is personally collected by the researcher and the topic and purpose of research is well explained to the representative before filling of the questionnaire. The field workers are trained researcher and have been briefed fully about the research and are well aware of the topic in dept to answer any queries on the spot. The questionnaire itself has been formulated in simple language so that is easily comprehended by the respondents in addition to that to maintain the credibility and reliability of the data negative questions are added and field workers are informed to check the those questionnaires and incase non reliability the respondent may be requested to refill or correct the answer and may also lead to discarding of the questionnaire. Unit of Analysis: Unit of analysis being individual as the research focuses on individual buying behavior. According to the sample population the unit of analysis is a student of University of the Punjab currently enrolled in graduation or master degree program and is a student of business school.

Mode of observation: Mode of observation is uncontrived natural researcher had little influence in research.

Methods of Data Collection:

As described earlier the method of data collection is a questionnaire which is the basic research instrument used and the questionnaire will be based on 30 questions. All the variables and the elements of each variables have been covered in the questionnaire. The questions are kept simple and general using the words like green trend or a brand you would preffered, with green label the reason behind generalization is the purpose of the study which to develop a conceptual framework. Respondents are asked questions for all the elements and variables in context to their buying patterns and cognitive attitudes towards brands providing benefits to them and saving there society. Likert scale is used to collect data for such relationships it gives respondents a vary respond opportunity and the respondent to analyze the data in a more exclusive way. As the research is based on attitudes toward consumer preference towards corporate responsible brands Likert scale provides the option of varied response rather than subjected or induced response. On the field and impersonal data collection is methodology is used. Field researcher has personally handed over the questionnaire and have been assisted in an event of query or confusion. This methodology is opted keeping in regard the cultural trends of research and the complexity of the research topic.