The Importance of Online Shopping (Research Paper Sample)

The importance of online shopping. A case study of Sainsbury




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NB: The Initial instructions for order PDR-230464 was to write a case study on online shopping, there was no requirements for inclusion of part D and E as by the revision request
The importance of online shopping. A case study of Sainsbury
Executive summary
Bringing out the importance of the online shopping us the main aim online shopping. The report gives a summary of the trends of online shopping and gives recommendations for the future research. In that, we are in the era of globalization electronic marketing, or online shopping is a great revolution. Most of the business are running with technological change over the last decade. Online shopping which is also well known as online marketing is the use of technology i.e. mobile phones and computer for better marketing performance. Most of the retailers are coming up with strategies to meet the demand of online shoppers, they are taking interest in studying the consumer behaviors in the field of online shopping so as they can give improve on online shopping. Alongside studying the importance of online marketing has shown in the market, the research also includes the study of consumer’s attitudes towards online shopping and specifically bring out the factors influencing online shopping
The study based on a retail business in London, UK and narrowed down to Sainsbury. The study collected views from the customers of Sainsbury, who have been actively using their online shopping services. Their views were recorded, and recommendation made basing the analysis.
The finding indicates that there are a number of advantages which are coming out from online shopping. The importance of online shopping are coming out clear, and the notable ones include online shopping is convenience, influencing and time-saving.
Other factors which are influencing online shoppers include less price, feedback from other previous customers, quality of the product and the discounts given. The study also finds who the frequent online shoppers in terms of demography are. The study results show that attitudes towards online shopping among the elderly people is not positive. The interviews done on Sainsbury employee to find out who are the frequent online shopper. The study might used as guiding business strategy for online marketer include Sainsbury Retail Company. The study will also help companies to devise successful strategies for online shoppers it will also provide a base for other similar studies on the importance of online shopping.
The study also reveals the interactions between online shopping and the in-store shopping using the online shoppers at Sainsbury. The study based on using the controlling factors, and the results showed that the people who reside in cities tend to shop online more. In general view, the use of the internet for shopping tends to create shopping demand because of the large amount of product information. The total effect of online shopping on traditional shopping also analyzed.
Introduction
In general the trend of e-commerce in the world has been increasing rapidly in recent years with the development of the internet and easy accessibility if internet facilities. The availability of the internet and easy access has driven consumers to go for online shopping study by the University of California, Los Angeles (UCLA) communication policy (2001). From the study online shopping is the third most used service activity on the Internet after email using and web browsing. From statistics all around the world, more than 630 million individuals have done online shopping. The study gives details the biggest online shoppers include Germans and the British (ACNielsen report on global consumer attitudes towers online shopping, 2007).
Marketing research, product development, information of customers and also collecting the customer’s feedback on the internet business is improving the overall performance of online marketing. Online marketing also used as a medium of communication. The main aim of online marketing is to improve the value of the products and services to the consumers, also improve quality and attractiveness of delivering consumers benefits and fulfilling their need, this is the reason online marketing becomes more convenience and increasing its popularity daily.
There are also risks associated with online marketing. Internet users avert online shopping simply because of the fraud in credit card; there is the good and services security guarantee, privacy, and non-delivery risk also quality There are policies which are being device so as to minimize the general risks associated with online shopping.
"Fraud free electronic shopping" was introduced in the year 1995 in the UK. Later there were secured electronic transaction (SET) in the Singapore and Europe, Liao and Cheung (2000).
The growth of online shopping is very fast and from the study there are a number of advantages which comes out clearly.
The attitude of consumers towards online shopping refers to the psychological state in terms of making orders or purchases online. The online shopper’s behaviors referred as the purchased online goods. To transact for online shopping there is a process which is involved, and it consists of five steps and are similar to normal traditional shopping behavior (Lai and Liang 2000).
The main objective of the case study is to get to understand the importance of online shopping. By getting to understand the importance the factors which are considered include knowing the consumers attitude towards online shopping. The other researchers show that all the focus in how the consumer’s attitudes will enable us to understand truly the importance of online shopping
The problem of the consumer attitude towards any product and services determine the importance of online marketing. The study is on Sainsbury, which is one of the best retail stores in the world. The company will be helpful for the people who are planning to go online shopping. The research preceded with primary data which will help in covering the importance of online shopping.
Problem definition
"The of number companies using online shopping are increasing and retail organizations are creating their business opportunities on the internet" Lee, International Journal of Retail & Distribution Management (2005). This mention indicates there is rapid growth in the field of online shopping, and there are a lot of advantages which are emerging. There is also an interest in studying what is giving the consumers the motivation to shop online. There is also fierce competition among the online marketers like Sainsbury, who have been forced to gain a competitive edge in online shopping.
The online seller needs to understand fully the consumer needs and what is driving them to shop online. Identifying and analyzing the companies is important advantages of online shopping to both customers and the retailers. It Will help to capture the best factors which are driving the thriving of online business.
Other than having convenience and profitability in online shopping there is another equal importance of online shopping such as improving in health competition hence improved products. As online shopping is a new medium the consumer behavior in the field as compared to the traditional shopping behaviors hence understanding the importance of engaging in online buying and selling.
Purpose and research questions.
The main reason of the research is to identify and analyze the importance of online shopping taking Sainsbury as the reference online retailer. Besides the importance of online business, the study will also analyze the factors which are influencing the Sainsbury consumers to shop online. The findings will help Sainsbury retailers to formulate their marketing strategies for online business.
• What is the importance of online shopping?
• What are factors which influence consumers to shop online?
The importance of online shopping as from the research objectives drawn from the factors of shopping which are convenience, time-saving, security and the product features. The motivating features behind consumer buying products online bring out the attitudes and behaviors towards online shopping. When retailers get to know the factors which are affecting online Sainsbury buyers, then the importance of online shopping comes out. For the consumer to buy online there are individual needs which affect buying of the products. The consumer expectation satisfaction will give better understanding of the importance of online shopping (Haul, Trifts 2000).
Research outline
The research outlined as:
I. Introduction
II. Theoretical framework
III. Research design
IV. Data analysis and discussion
V. Conclusion
The introduction highlights the purpose and overview of the research. The research design and data collection analyzes the data collection methods used. It included the sampling design, questionnaire design and also validity and reliability of the research. The theoretical frameworks bring out a clear picture as to what theories and models applied to the study. Data are analyzing guide to drawing and reach the conclusion. Here the research question is answered, and this is the key to the whole research.
Conclusion applicability of this research on the importance of online shopping reached.
Limitations
There are always factors which come out when the research done. One of the limitations of the research is the time limit. Also, the time cost in the study is considered a limitation of this study.
Research design and data collection method
Research method
The research reg...