Honours Dissertation
“Pandemic Purchasing: Investigating Shifting Trends in Online Purchasing Behaviour During the Covid-19 Crisis”.
In my final year at university I studied the pandemic’s impact on consumer behaviour in regard to fashion consumption, in the UK. Covid-19 has had an unparalleled impact on human life and changed consumers' purchasing behaviour towards fashion, therefore, I felt this was a very relevant and interesting topic to research. The research followed a positivistic, objectivist research philosophy, collecting mixed-methods data from consumers in an internet-mediated questionnaire and via interviews with two retailers. The deductive questionnaire was subsequently analysed via SPSS and Excel, while the inductive interviews were analysed through thematic analysis, providing me with experience in analysing both quantitative and qualitative data. The 14,000 word dissertation provided me with an array of key skills, including: determination, resilience, adaptability, time management, critical thinking, communication, and extensive knowledge surrounding this topic. Overall, it improved my intellectual, communicational, organisational, interpersonal, and research skills.
Please feel free to get in touch if you would be interested in reading my thesis.