Phenomenology

3.2.2 Phenomenology:

Researcher has adopted the phenomenology for the sake of getting the facts based on the reality of people experience. The research issue is the increase in the VAT and its impact on the people life and phenomenology provides the facts. According to this method any effort to understand the social facts has to be based in people's experience. Therefore, it focuses that we need keep all of our triumphs understanding of phenomena one side and check the instant experience so that fresh understanding can emerge.

Tesch (1994) differentiates phenomenological research and ethnography. Ethnography is other research method and its relation with phenomenology is that they are based upon description and interpretation but still ethnographic research is focused more on culture and culture and phenomenology on human practices. Phenomenology makes use mainly of conducting interviews and ethnography mainly uses observation in order to get data which is in some instances gathered by interviews data for explanation. ( Tymieniecka, A.T, 2002).

3.2.3 Realism:

Based on reality, the term realism focuses that structure do strengthen common results and discourses, but they cannot be measured directly so they have be expressed in theoretical ways and ate thus likely to be provisional in environment. Realism starts from the point that scenery which is painted by the science is reality and perfectly right one (Chia, 2002). Therefore the objects of research like culture, the organization, planning and act fairly independently of the observer for the realist researcher. These all are hence available for systematic analysis as natural phenomena. Also it can be demonstrated that knowledge is advanced through the course of theory- building in which innovations put in more to what is known in advance. (Khine, M.S, 2008).

There is a fact in realism and researcher is well aware of it that reality can be known only from entities, structures and events occurring and realism grasps that some observable facts may be merely false impressions. But in general realism also stresses that there is an outer reality in external environment that can be analyzed but it may be hard to achieve that.

3.3 Aim And Objectives:

The research area is the influence of government taxes like VAT on the businesses and impact of these taxes on consumers buying power and on the businesses also. So the aim of the research is find out the answer to the questions by the application of scientific procedures. Along with that the main aim of this research is to attain the reality which is hidden. Each and every research can have its own aims and objectives but the researcher has the following objectives;

To get familiar with a phenomenon or achieve new approach. In this case the researcher aim to review extant conceptual models and theories frame works related to the VAT increase and its significant effects on businesses and consumers.

To evaluate the consumer's perceptions on John Lewis departmental store, their choices of buying form the company and spending on company goods.

Price of any product to be used by the consumers has relation with the choices and behaviour of the consumers. Researcher aims to examine the relation between the current prices of the company products and consumer's satisfaction.

Finally but most importantly, the researcher aims to discover the new and practical ways in which the company can improve the productivity and maintain the prices at same level as in the past in order to attract more customers and gain competitive advantage.

(Dr Kothari, C.R, 2008).