Interpretivism argues that too much emphasis on science and technology and denies the complexity of the social and cultural world is an improper viewpoint, and prefer to believe there is no common rules on consumer behaviour, that it should considers both individual factors and the specific context influences to understand the consumer behaviour (Douglas, 1997 cited in Yang, 2003). In this research, the author is intend to agree with that the consumer behaviour is influenced by the specific environmental factors according to applies the wheel of consumer analysis theory, and therefore this research will undertakes with a interpretivism philosophy.
In research we generally use two types of research methodology as Inductive & Deductive approach.
3.1.1 Inductive Approach:
The reasoning of this approach works from some specific observations to the reasonable theory. This is some time referred as ‘bottom up’ approach but there is an uncertainty in this approach.