I need you to generate a Doctorate level response for me.

I have a 2000-word Phd. level research proposal to write on the topic "The Impact of the COVID-19 pandemic on African Consumer Behaviour", and I have to follow the following format, answering the following questions:

1.Please describe the topic you are interested in, and explain why you think this is a topic worthy of study.  Justify your project by producing evidence of the potential usefulness of the research. 

2. What is your main research aim? – consider your research objectives, research statement and hypotheses

3. Provide (700 words Maximum) literature review of key academic theories relevant to your area of study.  Consideration needs to be given to establishing the academic foundation for your research and the current academic thinking in the chosen area.   

4. Produce an initial Conceptual Framework (generated from the literature review) that depicts your potential areas of study. Where applicable show how the theorists reviewed in the literature have contributed to the Conceptual Framework Development.   

5. Outline, explain and justify your choice of research design and methodology. We are using a Quantitative method

6. Based on your current ideas, please outline, explain and justify your choice of data collection method.  Show how the data collection tool addresses your research objectives.  

7. Consider what data analysis approaches can be utilised for the data collection method specified. 

8. Describe the main steps in your research along with the timescale in which they will be completed bearing in mind your final completion date. You can include a workflow diagram. A total of 12 weeks

9. If your research is not classed as ‘high risk’ you still should ensure that you have considered ethical issues, been granted ethical approval by your supervisor, and conducted your research appropriately. Please show evidence / provide details for the following: 
a)How will you inform participants about the nature and purpose of the research and how the data will be used?
b)How will you get participants consent to take part in the research?
c)How can participants withdraw themselves and their data from the research project if they choose? 
d)What measures are in place to provide confidentiality for participants?
e)Have you ensured secure management of data, eg. Ideally stored only on UWE computers with passwords
f)Is it clear to participants how long their data will be kept and that it will destroyed after that time? 
 





The structure for it is below

1. Topic Description and Justification (300 words)
The COVID-19 pandemic has affected the economic, social, and psychological well-being of people globally. In Africa, the pandemic has had a significant impact on consumer behavior in terms of purchasing patterns, preferences, and attitudes towards brands. This study seeks to investigate the impact of the COVID-19 pandemic on African consumer behavior.

The study is worthy of attention because it provides insights into the current trends, patterns, and preferences of African consumers during a crisis. The study will enable policymakers, marketers, and businesses to understand the evolving consumer behavior and tailor their strategies to meet the changing needs of consumers. Additionally, the pandemic has highlighted the importance of the role of technology in facilitating the purchasing habits of consumers.

2. Research Aim and Objectives (200 words)
The primary aim of this study is to investigate the impact of the COVID-19 pandemic on African consumer behavior. The objectives of the study include:

- To examine the changes in consumer behavior that have resulted from the COVID-19 pandemic
- To identify the key factors influencing African consumer behavior during the pandemic
- To evaluate the role of technology in facilitating consumer behavior during the pandemic
- To recommend strategies that businesses can adopt to meet the changing needs of African consumers during the pandemic

3. Literature Review (700 words)
The literature review will explore the theories and concepts related to consumer behavior during crises, the impact of the COVID-19 pandemic on consumer behavior globally, and the role of technology in consumer behavior.

4. Conceptual Framework (500 words)
The conceptual framework will illustrate the potential areas of study and how the identified theorists have contributed to the development of the framework. The framework will include the key factors influencing African consumer behavior during the pandemic, including psychological, social, and economic factors, and the role of technology in facilitating consumer behavior.

5. Research Design and Methodology (200 words)
This study will use a quantitative research design and methodology. The study will use a survey to collect data from participants. The survey will be developed based on the identified research objectives and literature review.

6. Data Collection Method (200 words)
The survey will be administered online through email and social media platforms to reach a wide range of African consumers. The survey will have closed-ended questions and will be designed to gather data on changes in consumer behavior, the key factors influencing behavior, and the role of technology in facilitating behavior.

7. Data Analysis Approach (200 words)
The data collected from the survey will be analyzed using statistical analysis techniques such as regression analysis and descriptive statistics.

8. Research Steps and Timescale (300 words)
The main steps in the research include literature review, survey design and administration, data analysis, interpretation of results, and report writing. The literature review will take three weeks, the survey design and administration will take four weeks, data analysis will take three weeks, and report writing will take two weeks. The final completion date is 12 weeks after the start of the study.

9. Ethical Considerations (300 words)
a) Participants will be informed about the nature and purpose of the research and how the data will be used through an informed consent form attached to the survey.
b) Participants will be required to give their consent to participate in the study by clicking on the informed consent form on the survey.
c) Participants can withdraw themselves and their data from the study at any time before the final report is written.
d) Measures such as password-protected files, access restrictions, and secure storage of data will be put in place to ensure confidentiality of participants.
e) Data will be stored only on UWE computers with strong passwords, and access will be restricted to the research team.
f) Participants will be informed that their data will be kept for three years and will be destroyed after that.

In conclusion, this research proposal seeks to investigate the impact of COVID-19 on African consumer behavior and provides insights on the changing trends, patterns, and preferences of African consumers during the pandemic. The study will use a quantitative research design and methodology. Ethical considerations such as informed consent, data confidentiality, and secure management of data will be put in place.





Now, In not less than 500 words and as a doctorate level academic writer, I want to develop the “Conceptual Frameworks” Section ensuring the response shows ALL of the following:
In-depth knowledge and understanding of the topic area based upon current knowledge and academic underpinning
Models, theories or frameworks relevant to subject identified and depth of understanding shown
Arguments, like “This person argued so and so, as opposed to what so and so presented, which leads us to conclude so and so”
A very high standard of presentation



Now bring the following write-up together, properly structured to show all of the above, and ensure to use the most recent of the most relevant literatures, citing them in-text and appropriately using UWE Harvard Format. Ensure to use proper in-text citations references in UWE Harvard format


The conceptual framework for this research proposal will illustrate the potential areas of study and how identified theorists have contributed to the development of the framework. The framework will include the key factors influencing African consumer behavior during the pandemic, including psychological, social, and economic factors, and the role of technology in facilitating consumer behavior.

Consumer behavior is affected by a combination of psychological, social, and economic factors. According to Maslow’s hierarchy of needs, human needs are arranged in a hierarchy, with physiological needs being the most basic and self-actualization needs being the highest. During the pandemic, physiological needs such as food, shelter, and personal protection become the most critical for survival. Therefore, the study will explore how consumers prioritize their consumption decisions during the pandemic, giving priority to their physiological needs.

Social factors such as social distancing protocols, isolation, and travel restrictions have compelled consumers to reduce their physical interactions, making them rely more on digital channels to meet their needs. This shift has enabled businesses and marketers to embrace online channels such as social media platforms for their marketing campaigns to reach their customers. The study will explore the impact of social factors on African consumer behavior during the pandemic, particularly how social distancing has led to dynamic changes in consumer preference.

Economic factors, such as unemployment and loss of income, have also had a significant impact on African consumer behavior during the pandemic. Many African consumers are facing financial hardships due to the pandemic and, as a result, are adjusting their consumption habits. The study will examine the impact of the pandemic on the buying power of African consumers and how their purchasing patterns have changed.

The theory of planned behavior (TPB) posits that consumer behavior is influenced by the attitude towards a specific product or service, subjective norms, and perceived behavioral control. TPB can explain why African consumers might make specific purchasing decisions during the pandemic, such as stockpiling and panic buying. It highlights the critical role of consumer attitude towards purchasing decisions during the pandemic and the role of subjective norms as well in influencing these decisions.

The conceptual framework also recognizes that technology has had an important role to play in facilitating consumer behavior during the pandemic. Consumers have managed to adapt and readapt to technological advancements and innovations, which has enabled them to continue their consumption habits during a challenging period. The framework acknowledges the importance of digital innovation in facilitating consumer behavior, such as online shopping, video conferencing, and digital payment methods, during the pandemic.

In conclusion, the conceptual framework for this research proposal identifies the key factors influencing African consumer behavior during the pandemic. Through exploring Maslow’s hierarchy of needs, the theory of planned behavior, and acknowledging the importance of technology, the framework is expected to provide insights into the evolving consumer behavior patterns during the COVID-19 pandemic in Africa. The proposed research will thus add to existing knowledge and contribute to policymaking, marketing, and businesses by helping them understand the changing dynamics and preferences of African consumers during the pandemic.


Consumer behavior has been an area of interest amongst academics and practitioners for many decades. Understanding how and why people make decisions when choosing products or services is vital to companies striving to maximize profit and improve customer satisfaction. The COVID-19 pandemic has created a unique circumstance, causing unprecedented changes in consumer behavior in African nations. To explore this topic, this research has identified relevant theories, frameworks, and models that explain consumer behavior during crises, the impact of the COVID-19 pandemic on consumer behavior globally, and the role of technology in consumer behavior.

One theory used to understand consumer behavior during crises is the conservation of resources (COR) theory. This theory posits that individuals have limited resources and that these resources need to be preserved, especially under stressful conditions. This theory explains why consumers were panic buying non-perishable goods such as toilet paper and hand sanitizer. Consumers were acting from a scarcity mindset, which led them to stockpile items. Another theory that helps explain consumer behavior during crises is the theory of reasoned action. This theory assumes that consumers are rational individuals who weigh the pros and cons of a particular action before making a decision. The decisions are made based on the consumer’s beliefs and attitudes towards that particular action.

Furthermore, the impact of the COVID-19 pandemic on consumer behavior globally has been a matter of interest in the academic literature. The pandemic has led to significant changes in consumer behavior patterns, including the shift to online shopping, an increased focus on health and wellness, and an emphasis on value for money. The Self-determination theory (SDT) is one theory that explains why consumers have adopted new behaviors. SDT proposes that individuals have an innate psychological need for autonomy, competence, and relatedness. During the pandemic, consumers faced limited choice, diminished control over their lives, and social isolation