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... Dissertation proposal 1. Proposed working title What part consumer attitudes play in choosing or switching utility supplier in U.K? A case study of British Gas. 2. Research Background/context This dissertation proposes the research of the consumer attitudes which is part of consumer buying behaviour. The dissertation will be based on studying the consumer attitudes in utility market of U.K. The focus of the study will be on how attitudes play their role in choosing of a utility supplier and what are the things which are important for a consumer when choosing a utility supplier e.g. is it price, service or renewable energy. This dissertation will also focus on consumer attitudes towards switching supplier. This research project will be able to answer some of the questions like do the customer switch supplier easily? What are the reasons of switching? And what are the reasons for not switching their supplier? As mentioned in the title

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