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CHAPTER 3

RESEARCH METHODOLOGY

This chapter will deliver information about the research methodology and selected type of
research is presented which suits best to this study. This chapter will begin with specifying the
research question and go on with describing the research approach. After that this chapter
provides information about: Which strategy is chosen for this study, sample selection methods,
how the information will be gathered for research, and analysis method and quality aspect of the
study.

3.1 Research Question

The whole point is as we move along life we add our perceptions to issues that have no meaning
otherwise. Let me give another example of this. Say someone fails in an examination. Now if we
ask 10 different people their perception on what has happened they will give 10 different
interpretations? But can we say that the person who failed is a failure though even that maybe an
interpretation. The various interpretations could be that the person did not try hard enough.
Maybe what he does, does not interest him. Maybe on that particular day he was upset and so on.
But do we say he is a failure? No. Now as we move on in life such issues form our perceptions
about phenomenon that happen around us. These perceptions carve our character and behavior. If
I perceive a failed examination to failure then my perception is that he is a failure. We look at
everything from our perception and never the way it is.

These perceptions form the core of our personality. There is no study which points out the role of
personality traits which prejudices the customer towards choosing “loud” or “discreet” brands. It
is the object of this research to focus on the role of personality traits that determine the buying
behavior of millennials in their choice of fashion (“loud” or “discreet”).

The customers of Nano are an extremely happy people (personal interviews). Still it is a failure.
According to the author status or perceived status and personality traits of someone is a driving
force for an individual in his buying decision. Some consumers seek to “display” the brand
name prominently and some do not. Research has begun to explore this phenomenon. However
there is another angle to it. Is status the only driving force employed by the consumer to seek
brand prominence? The author very strongly feels that there is another force and that is the
personality of the consumer. Within personality, the traits of emotional stability, judging
(thinking and feeling) and perceiving (sensing and intuition) play a very strong role in selection
of the loudness of a brand by the consumer.