Please generate a UWE Harvard References Section for the following write-up
Ensure it is in UWE Harvard format

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. 
The COVID-19 pandemic has posed unprecedented challenges that have had a significant impact on economies, human lives, and numerous industries around the world. As a result of the pandemic, numerous sectors in African nations, particularly the consumer market, have undergone profound changes. Consequently, the purpose of this study is to investigate the influence of the COVID-19 pandemic on African consumer behavior, which has significant implications for businesses, policymakers, and marketing strategies in the region.

Investigating the changes in consumer behavior exhibited by African consumers during and after the pandemic is essential because it provides invaluable insight into the ever-evolving preferences, purchasing patterns, and brand attitudes. These insights will allow businesses, marketers, and policymakers to reevaluate and modify their strategies, products, and services to effectively meet the current and future needs of African consumers (Abubakar, Bala, and Tijjani, 2020). In addition, the pandemic has illuminated the significance of digital technology in facilitating consumer interactions, purchases, and market preferences.

A study of this nature is timely and pertinent because the pandemic has exposed the vulnerability of numerous industries, particularly those that have not quickly adapted to the changing demands and preferences of consumers during this extraordinary period (Ivanov, 2020). It is essential to understand the underlying factors that influence consumer behavior in such circumstances, as these insights can be used by businesses, marketers, and policymakers to implement effective interventions and strategies that can improve the overall consumer experience and stimulate business growth in the region (Chinomona & Sandada, 2020).
2. Does the research project involve any of the following risk factors, tick all that apply: 
Research involving:
Children         NO
Other vulnerable groups, including those who lack mental capacity         NO
Sensitive topics, eg. Sexual behaviour, experience of violence         NO
Human tissue, such as body parts         NO
Administrative data which is secured or not publically available         NO
Deception of the participants,          NO
Accessing sensitive information, e.g. personal or confidential data         NO
Potential harm or stress to participants and / or yourself         NO
Methods which place physical or mental strain on participants         NO
Potentially sharing data beyond the scope of consent given          NO
If you have answered ‘yes’ to ANY of the above, your research may be ‘high risk’. You must discuss this with your supervisor. If your supervisor views the research as high risk you must apply to the Faculty Research Ethics Committee for full ethical approval, using this form http://www1.uwe.ac.uk/research/researchethics/applyingforapproval.aspx.

3. What is your main research aim? – consider your research objectives

The aim of this study is to investigate the impact of the COVID-19 pandemic on African consumer behavior, with a focus on understanding the in-depth changes and adaptations made by consumers during the crisis.

1: To examine the changes in consumer behavior that have resulted from the COVID-19 pandemic. 

2: To identify the key factors influencing African consumer behavior after the pandemic, including psychological, social, and economic factors. 

3: To evaluate the role of technology in facilitating consumer behavior after the pandemic. 

4: To recommend strategies that businesses can adopt to meet the changing needs of African consumers after the pandemic.

4. 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.   
The COVID-19 pandemic has precipitated a global crisis, which has led to significant changes in consumer behavior patterns. During the COVID-19 pandemic, increased reliance on online shopping and digital technology has been observed as one of the most significant changes. As a result of social distancing measures and restrictions on physical mobility, Lins and Aquino (2020) discovered that consumers are more likely to prioritize necessities and shift from traditional retail channels to online shopping. In addition, consumers are more likely to purchase necessities online than through conventional retail channels. This finding is consistent with the tenets of Ajzen's (1991) Theory of Planned Behavior, which states that an individual's behavioral intentions are influenced by attitudes, subjective norms, and perceived behavioral control. As a result of the COVID-19 pandemic, African consumers' attitudes toward online shopping have evolved. They currently believe that online shopping is safer and more convenient than conventional shopping methods.

It is impossible to exaggerate the economic impact the pandemic had on consumer behavior. According to Ofori et al. (2020), a substantial number of African households have experienced a decline in income and/or a loss of employment, leading to a reorganization of consumer priorities and spending patterns. Engel's Law states that the proportion of a person's income spent on necessities such as food, shelter, and clothing rises as their income decreases (Engel, 1857). This theory can help explain the observed shift in African consumer spending toward daily necessities during the pandemic. In addition, the economic unpredictability caused by the pandemic has resulted in a heightened emphasis on value-for-money and price sensitivity, forcing businesses to adjust their pricing and promotional strategies (Ndichu, 2020).

Throughout the COVID-19 pandemic, technology has played a significant role in influencing consumer behavior. The proliferation of digital technology has facilitated e-commerce, contactless payments, online communication, and remote work, all of which have had significant effects on consumer behavior (Sheth, 2020). During the pandemic, Rogers's (2003) theory of the diffusion of innovations can be used to comprehend the rapid adoption of digital technology by African consumers. Various factors, including relative advantage, compatibility, complexity, trialability, and observability, influence the adoption of innovations, according to this theory. The theory specifically proposes that these factors play a role. During the pandemic, consumers have had the opportunity to experience the relative advantages of digital technology, such as its convenience, safety, and access to a greater variety of products and services.

In addition to the pandemic itself, sociocultural factors have had an impact on consumer behavior in Africa during and after the pandemic. According to Tajfel's (1974) Social Identity Theory, an individual's sense of self-identity is derived from the social group to which they belong, which in turn influences their behavioral decisions. As a result of the pandemic, the prevalent collectivism and sense of community in many African societies has increased social support and solidarity. This has led to a greater emphasis on locally produced goods, community-based initiatives, and environmentally responsible business practices (Gyasi et al., 2020).

In contrast to the previously mentioned schools of thought, the Consumer Culture Theory (Arnould and Thompson, 2005) places greater emphasis on the role cultural meaning systems play in the formation of consumer behavior. During the pandemic, global narratives such as the need to prioritize health and well-being, support local businesses, and embrace virtual experiences have influenced African consumers. This demonstrates the importance of cultural context and the malleability of consumer behavior during times of crisis.

As a result of the observed changes in consumer behavior in Africa after the COVID-19 pandemic, businesses will need to modify their strategies in order to continue meeting the ever-changing needs of customers. According to Ofori et al. (2020), companies that want to be successful in the post-pandemic African market should prioritize affordability, convenience, and health and safety. In addition, Ndichu (2020) emphasizes the importance of adopting digital technology and engaging in e-commerce in order to efficiently meet the needs of African customers.
5. 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.   
This study's initial conceptual framework is comprised of four key interconnected dimensions derived from the reviewed theories. Each of these dimensions incorporates pertinent theoretical contributions and demonstrates their applicability to the context of African consumer behavior during the COVID-19 pandemic.

The pandemic situation: The COVID-19 pandemic serves as a catalyst for change in consumer behavior by altering the decision-making environment (Lins & Aquino, 2020). The Theory of Planned Behavior (Ajzen, 1991) provides a useful perspective on how the pandemic has altered consumers' behavioral intentions, subjective norms, and perceived behavioral control.

Psychological factors: The economic impact of the pandemic on African households, such as reduced income and job losses, has a significant impact on consumer behavior (Ofori et al., 2020). During the pandemic, consumer priorities and spending patterns shifted as a result of Engel's Law (1857), which demonstrates that a decline in income leads to an increase in expenditures on necessities.

Sociocultural factors: Social Identity Theory (Tajfel, 1974) and Consumer Culture Theory (Arnould & Thompson, 2005) highlight the impact of social and cultural factors on consumer behavior. (Gyasi et al., 2020; Ndichu, 2020) These theories suggest that the collectivism, social consciousness, and cultural context of African consumers have played a significant role in shaping their behavior during the pandemic.

The role of technology: The COVID-19 pandemic has accelerated the adoption of digital technology, including e-commerce, online communication, and remote work (Sheth, 2020). The Diffusion of Innovations theory (Rogers, 2003) offers valuable insights into the factors that have led to the rapid adoption of digital technology by African consumers, including relative advantage, compatibility, complexity, trialability, and observability.

6. Outline, explain and justify your choice of research design and methodology  
The quantitative method will be utilized for this COVID-19 pandemic study on African consumer behavior. This decision was made to examine pandemic consumer behavior data for patterns, trends, and correlations (Creswell & Creswell, 2017). A quantitative research design permits a comprehensive analysis of the identified factors and their effects on consumer behavior from an academic standpoint and using current knowledge.
Using a cross-sectional methodology, a representative sample of African consumers will be polled. The survey will ask closed-ended questions about changes in consumer behavior, influential factors, and how technology facilitated these changes during the pandemic (Bryman, 2016). This method permits the collection of structured, efficient, and systematic data to test hypotheses and identify significant relationships between variables.
Quantitative research methods are objective, generalizable, and yield quantitative data for statistical analysis (Creswell & Creswell, 2017). This method also aligns with the theoretical foundations discussed in the literature review and conceptual framework, providing a coherent and rigorous examination of the impact of the COVID-19 pandemic on African consumer behavior.

7. 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.  
For this study, the chosen data collection method is an online survey, which directly aligns with the research objectives related to understanding the impact of the COVID-19 pandemic on African consumer behavior. The rationale behind selecting an online survey stems from its ability to reach a large, diverse sample of African consumers efficiently and safely amid ongoing pandemic restrictions (Wright, 2005). Furthermore, an online survey can be easily distributed to participants using various channels, such as email and social media platforms, enhancing the study’s accessibility.

The online survey will be designed to address each of the research objectives explicitly. It will include closed-ended questions related to changes in consumer behavior during the pandemic, the key factors influencing these changes, and the role of technology in facilitating these changes (Bryman, 2016). The questions will also explore aspects related to consumers’ economic situations, psychological factors, socio-cultural influences, and the adoption of digital technology. This approach ensures a comprehensive understanding of the various dimensions highlighted in the literature review and conceptual framework, addressing the research objectives effectively.

8. Consider what data analysis approaches can be utilised for the data collection method specified. 
For this study’s data analysis approach, inferential and descriptive statistical techniques will be employed to analyze the quantitative data obtained through the online survey. This approach is in line with the research design focused on understanding patterns, trends, and relationships within the data on African consumer behavior during the COVID-19 pandemic (Creswell & Creswell, 2017).
Descriptive statistics will be used to summarize and organize the data, providing insights into the central tendencies, dispersion, and distribution of responses related to the key factors influencing consumer behavior during the pandemic (Field, 2018). This technique will enable the identification of general patterns and trends in the data, offering a foundation for further analysis.
Inferential statistics, such as regression analysis, will be employed to explore the relationships between the factors identified in the conceptual framework and shifts in consumer behavior (Pallant, 2016). This analysis will allow for hypothesis testing, helping to determine the significance of the identified relationships and the extent to which they can be generalized to the broader population of African consumers.
9.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.
The research steps and timescale for this study encompass a 12-week timeline, with each phase assigned appropriate durations for completion.



10. 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? Prior to participating in the online survey, participants will be provided with a clear and concise informed consent form detailing the nature, purpose, and implications of the research.

b)How will you get participants consent to take part in the research? Participants will be required to explicitly indicate their consent to participate in the study by completing the consent form attached to the online survey.

c)How can participants withdraw themselves and their data from the research project if they choose? Participants will be given the right to withdraw themselves and their data from the study at any time before the final report is written.

d)What measures are in place to provide confidentiality for participants? Data collected will be de-identified and securely stored using encrypted files. Only authorized research team members will have access to the data, guaranteeing participants’ privacy (Creswell & Creswell, 2017).

e)Have you ensured secure management of data, eg. Ideally stored only on UWE computers with passwords  In accordance with ethical guidelines, data will be securely stored exclusively on university-provided computers with strong passwords and restricted access (Bryman, 2016).

f)Is it clear to participants how long their data will be kept and that it will destroyed after that time? Participants will be informed that their data will be retained for three years following the study’s completion, in compliance with university and funding body requirements. After this period, data will be destroyed in a secure and appropriate manner, upholding the commitment to participants’ privacy (Creswell & Creswell, 2017).