A research proposal on purchase of an emerging music format
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The ability to purchase music albums in USB / Flash drive format has continued to develop over recent years. This is a unique hybrid product innovation which possess’ physical characteristics but retains the music content in digital form. There have been a limited number of studies concerning the legal purchase of music in CD and digital format, and to date no empirical research into the purchase of music albums in USB/Flash Drive format. This proposal outlines research which will examine the attitude towards buying music in a USB / Flash Drive format in comparison to CD and digital formats using Fishbein’s Attitude Model. A range of attributes pertinent to music purchase are suggested to compare these formats. Measures of Exploratory Acquisition of Products, which reflects a consumer's tendency to seek sensory stimulation in product purchase through risky, varied, and innovative product choices, will also be collected to allow for comparison amongst consumers experiencing various levels of exploratory behaviour. This study is significant as it will assist in determining the importance of particular attributes in purchasing a music format and will reveal how well respondents believe each particular music format possess’ these attributes, while taking into account consumer’s exploratory buying behaviour. From a retail manager perspective this research will provide insights into consumer behaviour towards a developing format and two established formats at very different stages of the product life cycle, in an industry amidst a period of intense reform.
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