ProposalHas online shopping contributed towards the recent                     decline in UK retail sales.          Master...
Content1. Introduction…………………………………………………………..32. Background………………………………………………………….43. Research Aim……………………………………………………….5...
Has online shopping contributed towards the recent decline in UK retail salesIntroduction :Online retailing is a multi-mil...
Back ground :Online shopping is proven as a very big invention for both the businesses as well asthe consumers itself. It ...
Research Aim :Every writer has argued that the aims of the research is very important and shouldbe set before conducting t...
Objective of Research :Objectives setting help the researcher set goals for each stage of the research andhelp them unders...
Literature Review :Internet shopping has grown almost five-fold since 2000. It still only accounts for justover three per ...
and convince even more people being transferred from offline to online shopping(Teo, 2006). Consumer and firms are conduct...
Advantage of E –Shopping:Online shopping is convenience to every one, no pressure from retailers and we areindependent for...
Difference between traditional and online shopping:In traditional shopping you must carry what you buy while in online sho...
Methodology :The process of the research will be on theoretical point of view in which datacollection and data analysis ca...
shipping companies were briefed on the main aspects of the survey and encouragedto voluntarily take part in it. Further, p...
Deductive ApproachIn deductive approach, the researcher has to develop a theory or hypothesis, oncethe hypothesis is devel...
have stated that the „Onion‟ is the process where research design can be donethrough in different way. However, the „Resea...
Time Scale :Milestone                                 Time-scale    Resources requiredResearch proposal                   ...
Conclusion :To purpose of this study is conduct a through analysis of the literature in the area ofonline consumer behavio...
1. Tonita Perea,(2004),‟‟drives consumer to shop online‟‟, International service   industries of management , Vol 15,pp 10...
12. Dong Shen,(2006),‟‟Online shopping behaviour: Key dimension and research   synthesis‟‟ Vol.2, No.-1 Contemporary Manag...
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Has online shopping contributed towards the recent decline in uk retail sales

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Has online shopping contributed towards the recent decline in uk retail sales

  1. 1. ProposalHas online shopping contributed towards the recent decline in UK retail sales. Master Of Business AdministrationKey word: Internet marketing, buying behaviour, 1
  2. 2. Content1. Introduction…………………………………………………………..32. Background………………………………………………………….43. Research Aim……………………………………………………….54. Research Question…………………………………………………55. Objective of Research………………………………………………66. Literature Review…………………………………………………….77. Advantage of E –Shopping:………………………………………..98. Difference between traditional and online shopping……………109. Methodology………………………………………………………….11 (I) Secondary data……………………………………………….11 (II) Primary data……………………………………………………11 (III) Research approach…………………………………………...12 (IV) Inductive approach……………………………………………12 (V) Deductive approach………………………………………….13 (VI) Research Design……………………………………………..14 (VII) Data collection…………………………………………………14 (VIII) Questionaries…………………………………………………1410. Time Scale…………………………………………………….1511. Conclusion……………………………………………………..1612. Reference…………………………………………………………….17 2
  3. 3. Has online shopping contributed towards the recent decline in UK retail salesIntroduction :Online retailing is a multi-million pound a year business that is continuing to grow instrength and importance to the average consumer. The concept of online businessand shopping at your fingertips new to some consumer and a way of life for others.The concept of shopping at your fingertips is new to some consumers and a way oflife for others. As online shopping increases among all consumers, it becomesincreasingly important for websites to understand their shoppers. This is one reasonwhy we chose to study the consumers of online retailing. We want to furtherunderstand what makes online shopping appealing to the consumer. Now a daypeople are moving towards the new trend of shopping which include shopping viainternet. Online shopping is the process of buying goods and services frombusinesses who sell on the internet. With the introduction of world wide web, onlineshopping is growing very fast and individuals are finding it convenient to shop overthe internet. In online shopping individuals can visit the web stores to have a look atthe product, without leaving the comfort of their home. For example – If a individualwants to shop at Bose store, he/ she has to drive to the Bose store , find a parkingplace and walk to the store to get the product he/she needs. Then may often need tostand in a long line to pay for the product. 3
  4. 4. Back ground :Online shopping is proven as a very big invention for both the businesses as well asthe consumers itself. It serves the purpose of businesses and consumers to facilitatethe trading between them. Online shopping is done from the online stores which arecalled e-shop or s-store. Online shopping is convenient as the individual need not togo anywhere to look for the product, all he/she needs to do, to look for the producton various shopping search engines. These search engines not only provide thepicture of the product but also provide the price and characteristics of the product.Buyers can also get the price of the same product from different vendors which alsohelp the buyer in saving money. Online shopping also facilitates the availability of allthe latest products, services and promotional offers at a same place. Also the buyerhave the advantage to shop in odd hours like early in the morning or late in the nightas online shopping remains opens 24 hours a day. To shop online the buyer onlyrequire a debit or credit card.Despite being finding the online shopping convenient, some people prefers the ideaof going to a store and experience the shopping process. Those who wants to buyclothes like to touch and try the merchandise to get a better feel of the product.Online shopping doesn‟t allow the buyer to touch the product, also the buyer can‟tget the product with them on the same day they purchase it.Shopping online not only give benefit to the buyer but it also helps the business insaving various expenses like transportation cost (moving the goods from warehouseto stores), electricity cost, sales person cost etc. 4
  5. 5. Research Aim :Every writer has argued that the aims of the research is very important and shouldbe set before conducting the research, Hussey and Hussey argues that by settingthe aims the researcher get the idea of the field and how they are going to conductthe research for the benefits of the users so they can get the value on it. Withregards to that the main aims of the research will be to see why consumer towardsthe online shopping instead of retail shopping and why them buying behaviour arechange in the UK.Research of Problem :According to Bryman and Bell (2003) the research questions are crucial. Researchquestions guide the researchers what they are required to do because research isthe process of finding answers and one cannot find any answers to the questionswhich have been not set. That is why it is very important that the researchers carryout a analysis of the industry in which the research is carried out and build somequestions which could help the researchers understand what is required to be doneregarding the business research which is being carried out. 1. Why Consumer Perception towards online Shopping in UK? 2. What is online shopping behaviour of consumer ? 3. Why Online shopping towards the recent decline in UK retail sales? 5
  6. 6. Objective of Research :Objectives setting help the researcher set goals for each stage of the research andhelp them understand what is need to be done and how it will be done and it is alsoimportant to assess the work of the research by comparing it the actual research withthe set objectives to know whether they have been met or now and if not it hep theresearcher identify the areas where errors have been made.This research has emerged related to online shopping. The aim of this research ismainly lack of in depth studies on e consumer segmentation. The main purpose isidentify consumer segmentation according to them attitude and buying behaviourand relate them to their spending online spending and their willingness to buy online.In this time people are becoming to technological and they are avoiding to go outsideand they want to buy or shopping from them home so online shopping is the bestoption for them. According to that retail shopping is declining now days. we alsoidentify the changing buying behaviour of consumer. The main aim of this study isconsumer‟s expectation and perception regarding online shopping and advantageand problem of online purchase. 6
  7. 7. Literature Review :Internet shopping has grown almost five-fold since 2000. It still only accounts for justover three per cent of total retail sales but this share is higher in certain sectors.Nearly two-thirds of consumers are internet users and over half of these had usedthe internet to make purchases. Convenience of use is an important factor inpurchasing decisions but concerns about security of payment and deliveryarrangements are seen as negative aspects of the internet. Internet has as a hugepotential channel, since it allows interaction with consumer offering them a totallydifferent shopping experience to traditional shopping. Consumer have differentpreference for the products and services offered on a market or respond differentlyto marketing action, companies can increase huge profit by using a commercialstrategy(Smith 1956). A pioneer study of particular interest on the typology of onlineshoppers was carried out by Donthu and Garica(1999). They found significantdifference between Internet shoppers in terms of age and income behavioural andattitude variable and attitude towards direct marketing. Internet shoppers have apositive attitude towards Internet ( Park and jun 2003), enjoy surfing the net are moreinnovative than non internet shoppers. The customer ability to make a purchasewithout prior inspection of the products and usually use other technologies to verifyproducts( Dholakia and Uusitalo 2002). Internet offers continuous, direct consumerrelations which allow companies to adapt their products and service design toconsumer needs.(Degeratu 2000, Rosembloom 1999). Customer can internetshopping 24x7 a day, less time available for shopping, the convenience of being ableto shop without leaving home and complete freedom and time to choose (Brown2003, Sim and Koi 2002). consumers buy or not buy online, online stores would beable to incorporate suitable marketing strategies, moderate consumers‟ concerns 7
  8. 8. and convince even more people being transferred from offline to online shopping(Teo, 2006). Consumer and firms are conducting a substantial and rapidly increasingamount of business on the internet . According to Forrester research Inc. it wasprojected that the web will generate consumer and business to business sales inexcess of £1000 billion by 2010, this is clearly shows the relevance of onlineshopping future. From the customer point of view, the internet offered the potentialadvantage of reducing shopping time and money spent. The consumer factor issuggested as an important factor for online shopping and items included under theseare privacy, security, time saving, ease of use, convenience, enjoyment, previousexperience company reputation and tactility. (Komiak and Benbasat 2004). Inconjunction with the increases in Internet capabilities, it is estimated that about 53%of Internet users in the United States have made an online purchase. UK internetretail sales in 2005 represented 3.1 per cent of total retail sales of businesses. Thisshare had risen from 0.1 per cent in 1997. Industry projections suggest that retailsales on the internet could rise to £21.5 billion by 2010 and represent over 6.8 percent of all retail sales. With a large percentage of the population all over the worldaccessing the Internet and transacting online.(Keen 2002). E-market as ―an interorganisational information system that allows the participating buyers and sellers toexchange information about prices and product offerings.(Meuter 2000). 8
  9. 9. Advantage of E –Shopping:Online shopping is convenience to every one, no pressure from retailers and we areindependent for shopping. The main advantage of online shopping is saving time,consistency between advertised price and site price, no need to driving and no needto retailers shop door even some time no cost for delivery. On internet the productinformation, product comparison easily available, some time price comparison alsoavailable online. The third party shopping sites keeping merchants competitivehence offering the best product and price 24/7 and 365 days shopping, easemerchandise cancellation or return, sometimes tracking of shipping available, largeonline shopping site some time offering store comparison and some time no taxes.Shopping online is less stressful than physically shopping. There is no traffic to buy,you also do not have to stand in lines at cash register or have to deal with a shoppincart that has one wheel does not work. Its more beneficial for people who havedisabilities that limit their mobility can experience a significant amount of stress, theypeople cant go every shopping mall because there is to narrow lanes and check out,display and for payment. 9
  10. 10. Difference between traditional and online shopping:In traditional shopping you must carry what you buy while in online shopping you willnot carry any load or weight from the items you purchased, and you will just wait forit to be delivered. In traditional shopping you can check the product by physically,you touch it, taste it, you can identify the product is defective or not. When ever inonline shopping you cannot touch, taste or smell what you buying. There is a riskthat it might be defective so there has to be a good returns system. In retail shoppingyou must drive to the store where you want to buy it. In online shopping you canhave great discount using coupon codes, you can compare and select from a widerange world –wide without hassle. Simple, click your mouse in browsing the differentproducts. For the retail shopping you have to go shopping mall or shop in particulartime there is a time limit but in online shopping is open 24x7 and 365 days, you canshop at your convenience. 10
  11. 11. Methodology :The process of the research will be on theoretical point of view in which datacollection and data analysis can not be true or false but differences of data collectionmore or less useful in order to conduct research (Hussey and Hussey, 2007).Reliability and validity of the research is very essential in order to conduct aresearch, Malhotra (2009) stated that validity and reliability has ability to gain properresult of the research. In addition, he also described that validity and reliability isconcerned with the research design and it helps to addressed to research objectives,questions and the findings of the research. However, reliability is consistency of theresearch, where another author could get same finding and use same researchdesign of the study.Secondary ResearchSecondary research is defined by the author, Malhotra (2009) required data hasalready been collected for the previous research which were conducted by thedifferent authors. In other words, historical data is the secondary data. AccordingEmroy, (1976) and Zikumund (1997) have asserted that the secondary data isavailable to attain. It is therefore, researcher should check all kind of secondary datafor its validity and reliability with well link and reference (Creswell, 2003. If there islack of link and validity then data will be vague and it is impossible to conduct aproper research.Primary Research“Research that is collected for the specific purpose of a project”(Baines andChansarker, 2002) Primary research can be defined as the collection of data whichare not written or not published in any form (Saunders, et al, 2007). Preece (1996)points out that the main essence of primary research is to involve the researcher indirect observation with the real world. ` During the survey, employees of different 11
  12. 12. shipping companies were briefed on the main aspects of the survey and encouragedto voluntarily take part in it. Further, participants were encouraged always to clearlyexpress views and observations in operations. There are number of different methodin the primary research which has number of advantages and disadvantages. It istherefore, appropriate selection of primary research methods is able to collect datafrom the different hotels and restaurants. The following questionnaires and semi-structured will described in details.Research approachResearcher could either use deductive approach or inductive approach. According toSaunders (2007), it would be easy to fall into the trap of thinking that one researchapproach is better than another. Business and management research is frequently acombination of positivist and interpretive, possibly revealing the occurrence ofrealism. Following is an explanation of both approaches and also which one isrelevant to the research questions.Inductive ApproachAccording to Steinberg (2006), in an inductive approach, the researchersunderstanding of the research topic and possible theory comes out from the data. Inother words, the researcher does not go into the study with any defined ideas ortheory. The researcher starts the research process by gathering data, and after thatthe researcher looks for the development of an understanding of samples examined.This finally directs the researcher to build up a theory to help explain the examinedsamples (Steinberg, 2006). This is explained by Saunders (2007) that it is anapproach in which the researcher would gather data and build up a theory as a resultof the data analysis. He further argued that induction owes more to interpretive,although such labeling is possibly confusing and of no real practice. 12
  13. 13. Deductive ApproachIn deductive approach, the researcher has to develop a theory or hypothesis, oncethe hypothesis is developed; he/she designs a research strategy to test thishypothesis. Steinberg (2006) has defined this approach in which the researcherbegins the research by examining the literature, gathering a conceptual framework,developing a theory, and then testing the theory by collecting data. In our case,where the research questions are related to employee motivation and worksatisfaction, and factors that lead to high amount of hiring and firing of part timeemployees, the researcher has developed some research objectives, which s/he willbe testing by collecting the quantitative data and using the designed researchstrategies. This study has chosen inductive approach .The researcher starts theresearch process by gathering data, and after that the researcher looks for thedevelopment of an understanding of samples examined. In our case, where theorganization is question is Marriott, and its branches in London area, that meet theresearcher‟s criterion, so a sufficient amount of samples will be collected.Research Design:This study has influenced and structured by the research process‟ Onion‟. Theprocess of „Onion‟ had developed and introduced by Saunders et al, (2007) and they 13
  14. 14. have stated that the „Onion‟ is the process where research design can be donethrough in different way. However, the „Research Methodology‟ of this study hasdivided into five sub-topics and each topic has individual aim to provide explanationsin this research process.Data Collection MethodQuestionnaireThe questionnaire is a common and most popular technique for a conduct researchin order to obtained reliable finding from the research. The questionnaires had in setof questions which were asking Marriott Grosvenor Square and West India Quay,London. According to Saunders et al, (2003), stated that the set of questions needsto be asked to the responded in a determined manner. However, this study has donea intensive secondary research then conduct a primary research in order to betterunderstanding the relationship between customer service and customer‟ssatisfaction. This study has got helped by this primary research to comparisonquantitative through close questions to the respondents.Semi-structured Interviews“An interview is a purposeful discussion between two or more people”. (Kahn andCannel, 1957) The interview is a convenient way to obtained data for the research.According to North et al, (2003), if interview conducted in the management level thenface to face to interview is the best way to collect data because mangers likes toprovides interview rather than filling questionnaires. Hence, the author has takensemi- structured interview with the managers of Marriott, all of them located inLondon area. The face to face interview has big advantage which is reliability andvalidity of the research (Malhotra, 2009). It is therefore, face-to-face interview wasthe best method to obtain data despite there were number of method (Figure: 3.4)was available. Saunders et al, (2003) suggested that this method allowing to collectvalidity and reliability data. 14
  15. 15. Time Scale :Milestone Time-scale Resources requiredResearch proposal 2 weeks Journal Articles and academic books from college library and online libraries.Aims and Objective 1 weeks & 2 Recording of observations from days past studies and records.Literature Review 2 weeks Identify research design; note it down and online papers and journals.Pilot Study and Primary Data Collection 2 weeks & 3 Interview with participants daysData Analysis and Recording 1 week & 1 Make a comparative study and day represent data in writing and with graphical representationsMake Final Draft 1 week Submit to Supervisor for opinion and correctionIncorporate corrections, take prints and 1 week Submit to Collegebind dissertationTotal 10 weeks & 6 days 15
  16. 16. Conclusion :To purpose of this study is conduct a through analysis of the literature in the area ofonline consumer behaviour. A research framework is suggested to better understandexisting studies and to highlight buying behaviour of consumer. This studyinvestigating is why consumer are prefer to buy online instead of retail shopping. Itsalso investigate intention and adoption of online shopping while Continuancerepurchase behaviour. much greatly significant difference was identified betweenadopters and non-adopters regarding their particular perceptions on advantages andproblems of online shopping. The emergence of E – Commerce has opened upopportunities for business and is changing the way consumer shop and buy goodsand services. Its increasing importance, companies needs to understand E-Shoppingbehaviour fully order to obtain competitive advantage.References : 16
  17. 17. 1. Tonita Perea,(2004),‟‟drives consumer to shop online‟‟, International service industries of management , Vol 15,pp 102-1212. Corpus Christi,(2006),‟‟ CONSUMER PERCEPTIONS OF ONLINE SHOPPING‟‟, Vol. VII, No. 2, issue in Information system in Texas, A&M University.3. Koyuncu, Cuneyt, & Bhattacharya, G. (2004). The Impacts of Quickness, Price, Payment Risk, and Delivery Issues on Online Shopping. Journal of Socio-Economics.4. Zaman. M.,Sohil.M.,(2010), E-business Technology and strategy : International Conference,5. Chhikara.S, (2010), Identification of variables and factor impacting Consumer behaviour in On-line shopping.,pp 294.Publish by Berlin Heidelberg.6. Christy.M, Cheung.K,(2003), „‟Online Consumer Behavior.,16th Bled e Commerce Conference E- Transformation, Bled, Slovenia7. Huang.Yan,(2006),‟‟ Online trust in Business to Consumer E commerce Transaction, National Dong Hwa University Taiwan.8. Saprikis .V,(2010),‟‟Perception toward online shopping.‟‟Vol. 2010.,Article Id. 854516,pp13-16, Communication of the IBIMA9. Sahney.S, (2008),‟‟Critical Success Factor in Online Retail An Application of Quality Function Deployment and Interpretive Structural Modelling‟‟ Vol 3, No. 1, International journal OF Business and Information.10. Mohammed. T,(2010), „‟Evidence of online shopping : A Consumer Perspective‟‟ Vol. 6,No.-5 pp 90- 106,‟‟International Review of business research paper11. Ruiz Mafe, Lassala Navarre(2005),‟‟Segmenting Consumer By E-Shopping Behaviour and online Purchase Intention.‟‟ 17
  18. 18. 12. Dong Shen,(2006),‟‟Online shopping behaviour: Key dimension and research synthesis‟‟ Vol.2, No.-1 Contemporary Management research., pp. 3-16.13. Thompson, S.‟‟ Understanding online shopping behaviour using a transaction cost economics approach., J. Internet marketing and advertisement ,Vol.1, No. -1, pp. 63-65. 18

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