The current research focuses on the consumer Behavior that how they are purchasing the product or doing shopping online. The current research is important to conduct because, in this way, there could be the analysis of the consumers in Stirling City Through consideration of primary data as well as the secondary data there so focus on consumer’s Behavior and online shopping trends, in this way, questionnaire and relevant literature review are considered.
The questions that are being focused on the current research are as follows:
- What is the purpose of consumer’s lifestyle in his Behavior?
- How well do consumers know about their rights and businesses know their responsibilities, when they use E-Store as a retail channel (Mis-) Behaviour?
Overview of the research
The current research focuses on the consumer behaviours that how they are purchasing the product or doing shopping online, however, the consumers of the modern world are much involved in online shopping and the trends are increasing. This research focused on the Stirling City that how consumers there are purchasing items.
Importance/Justification of the Research
The current research is important to conduct because, in this way, there could be the analysis of the consumer in Stirling City, through the analysis of consumer’s behaviour and online shopping trends there will be the focus on the consumer’s experiences that they got from the online shopping. There is also personal interest to conduct this research, the research focuses on the scholars and articles to analyze the current trends, there are considerations of the strategies by shopper based on online shopping.
Research aim and objectives or hypothesis
The research aim and objectives include:
- To Identify Motivations and (Mis-)Behaviour Regarding Online Shopping in the Concerned Areas
- To Distinguish the Preferences and Habits of Different Age Groups in Terms of Online Shopping
- To Provide Recommendations for Both Companies and Consumers
Utilitarian and Hedonic Dimensions
According to the research conducted by Childersa, Carrb, Peckc, & Carson (2001) there is focus on the motivations of the consumers to engage in the trend of the retail shopping as, the research concerned about the utilitarian and hedonic dimensions that how consumer e-commerce is being in trends these days and how the mechanism of web-shopping has expanded opportunities for the consumers. It is analyzed in the research that shoppers are providing the rich shopping environment to the consumers so that they can interact in the shopping environment and so that there could be great opportunities for them. Moreover, it is analyzed that online shopping attitudes have the importance of immersive and there are hedonic aspects that are concerned by the new media which involves the consumers so that they but maximum. With the analysis of the consumer Behaviour, there are focused on the theories related to the traditional utilitarian motivations. It is noticed that in the online Behaviour there are various aspects related to navigation, substitutability as well as the convenience.
As consumer e-commerce is in trends, therefore, there are important predictors of the online attitudes and the hedonic aspects are consistently influence by the marketers or the shoppers so that the consumers can get the interactive experience in the grocery-shopping online environment. The marketers are providing the retail shopping environment to the consumers so that they strongly goal-oriented that what to buy. However, it is known that online shopping can be an enjoyable activity for the consumers as they can get a thing at low cost and they can enjoy grocery shopping (Childersa et al., 2001).
Motivations in the E-store
According to the research conducted by Ganesh, Reynoldsb, Luckettc, & Pomirleanu (2010), it is analyzed that the electronic environment is promoting the factors related to the e-Stores because the trend of the online shopping is increasing and there are various aspects related to the retailer’s strategy that is helping the consumers to do the shopping. There are also traditional offline shoppers and online shoppers that are selling the products based on the Big Middle Theory. There are various segments that are focused by regular shopper groups so that there could be online shopping motivations in the e-store. The online shopping is considered by the consumers because it is easy. The research focus on the attribute importance measures, to develop online shopper there is the trend among traditional as well as online store shoppers to increase the sales by providing maximum knowledge to the people. The online stores have distinctive characteristics, every store has own online retail environment but there are facilities and convince for the people, moreover, there different and interesting implications are focused by all the retailer in order to maintain the online retail strategies.
Consequently, the research focuses on the e-store attribute importance so that there could be the effective comparison of the online shopper typologies. It is known that marketers are doing the comprehensive comparison based on the traditional and online formats. However, it is analyzed that marketers are selling the products online based on the six segments and based on the traditional retail formats. However, the research proposition also considering the aspects related to the shopping motivations, it is known that consumers are doing the online shopping through the promotional strategies that are helping the marketers to promote the traditional retail shoppers, there are marketers that are maintaining and promoting the online shopping trends for the sustainable advantage. As a result, the companies are managing online stores so that there may not be issues related to the disruptive innovation and so that there could be the benefit to the people. Based on the future research retail managers are managing the products and services online so that maximum customers could be attracted (Ganesh et al., 2010).
According to the research conducted by Wang, Malthouse, & Krishnamurthi (2015) there is focus on the trends of the Mobile shopping (M-shopping) that is increasing in the countries, however, the companies are focused on the marketing and retailing through the use of unique dataset, in order to attract the customers. However, there are internet-based grocery retailers that are focused on the customers’ spending behaviour so that companies could adopt strategies related to the M-shopping. Customers these days are involved in the online shopping through using mobiles, smartphones or tablets. There are customers adopting M-shopping so that there could be benefits related to the online shopping.
It is analyzed in the research that there are also the low-spending customers, who use the mobile devices to shop. There is the focus on the habitual products as the marketers are displaying the products that are habitual products, through the focus on the history of purchasing utilize mobile devices it is known that there are customers that are effectively maintaining the technology and also providing the convenient access to the customers. Through the focus on the habitual routines, the marketers are providing the full leverage to the customers so that they can use the mobile devices and so that customers could easily use the optimal channel for the launching of the new products. The buying process has more consideration through M-shopping because there are marketers that are helping customers in order to get effectiveness (Wang, Malthouse, and Krishnamurthi, 2015).
For the analysis of the current research, there is the focus on the primary data as well as the secondary data. However, primary data will be collected through the questionnaire and secondary data consider the journal article, book and focused on the literature review.
In order to analyze the current trend of the consumers regarding the online shopping, both primary data, as well as the secondary data, said to be useful. The primary data through questionnaires focus on the people who do the online shopping; there will be the selection of the particular self-administered questionnaires.
Through both qualitative and quantitative data, the current research analyzes the qualitative or quantitative researchers, with the use of detail procedure the questionnaire so that there could be better assessment of the people living in Stirling City and use online method of shopping, consumer Behaviour, as well as the marketers Behaviour, can be analyzed through the use of primary data as well as the secondary data research or model.
For the primary data, there is the focus on the self-administered questionnaires so that there could be a better anticipation of the people and so that more detailed questions and proper data can be collected. After considering or gathering all the information through questionnaire mean the data can be assessed and evaluated by using the SPSS software.
There can be various limitations in the research as data can be limited. There are various factors that create limitation because analysis will be done on the secondary data. Carrying out interviews can be limited by the feasibility,
There can be more reliable data if questionnaires are filled by many people, however, information may not be exact because people may not share everything, it is human-based research so there are chances of biases.
The research will be conducted in Stirling City; therefore, the results may not be applicable in other countries.
- Emerald Group Publishing Limited (2012) A Focus on Consumer Behaviours and Experiences in an Online Shopping Environment, Emerald Group Publishing.
- Birkin, M., Clarke, G., and Clarke, M. (2017) Retail Location Planning in an Era of Multi-Channel Growth, Taylor & Francis.
- Childersa, T.L., Carrb, C.L., Peckc, J. and Carson, S. (2001) ‘Hedonic and utilitarian motivations for online retail shopping behaviour’, Journal of Retailing, vol. 77, no. 1, pp. 511–535.
- Close, A. (2012) Online Consumer Behaviour: Theory and Research in Social Media, Advertising, and E-tail, Routledge.
- Dehuri, S. (2012) Intelligent Techniques in Recommendation Systems: Contextual Advancements and New Methods: Contextual Advancements and New Methods, IGI Global.
- Elms, J. and Tinson, J. (2012) ‘Consumer vulnerability and the transformative potential of Internet shopping: An exploratory case study’, Journal of Marketing Management, vol. 28, no. 11-12, pp. 1354-1376.
- Foxall, G.R. (2015) The Routledge Companion to Consumer Behaviour Analysis, Routledge.
- Ganesh, J., Reynoldsb, K.E., Luckettc, M. and Pomirleanu, N. (2010) ‘Online Shopper Motivations, and e-Store Attributes: An Examination of Online Patronage Behaviour and Shopper Typologies’, Journal of Retailing, vol. 1, no. 86, pp. 106–115.
- Gray, D.C. and Zappalà, D.S. (2012) Impact of e-Commerce on Consumers and Small Firms, Ashgate Publishing, Ltd.
- Guruswamy, M. (2014) Online Shopping Habits and Consumer Behaviour: A Study on Consumer Behaviour and E-tailing, GRIN Verlag.
- Hernández, B., Jiménez, J. and Martín, M.J. (2011) ‘”Age, gender and income: do they really moderate online shopping behaviour?” Online information review”Age, gender and income: do they really moderate online shopping behaviour’, Online information review, vol. 35, no. 1, pp. 13-133.
- Ling, K.C., Chai, L.T. and Piew, T.H. (2010) ‘The effects of shopping orientations, online trust and prior online purchase experience toward customers’ online purchase intention’, International Business Research, vol. 3, no. 3, p. 63.
- Moore, C.M., Doherty, A.M., and Doyle, S.A. (2010) ‘Flagship stores as a market entry method: the perspective of luxury fashion retailing’, European Journal of Marketing, vol. 44, no. 1/2, pp. 139-161.
- Moshrefjavadi, M.H., Dolatabadi, H.R., Nourbakhsh, M., Poursaeedi, A. and Asadollahi, A. (2012) ‘An analysis of factors affecting on online shopping behaviour of consumers’, International Journal of Marketing Studies , vol. 4, no. 5, p. 81.
- Musso, F. (2014) Handbook of Research on Retailer-Consumer Relationship Development, IGI Global.
- Nelson, M.L., Shaw, M.J. and Strader, T.J. (2009) Value Creation in E-Business Management: 15th Americas Conference on Information Systems, AMCIS 2009, SIGeBIZ track, San Francisco, CA, USA, August 6-9, 2009, Selected Papers, Springer Science & Business Media.
- Wang, R.J.H., Malthouse, E.C. and Krishnamurthi, L. (2015) ‘On the Go: How Mobile Shopping Affects Customer Purchase Behaviour’, Journal of Retailing, vol. 91, no. 2, pp. 217-234.
- Zhu, F. and Zhang, X. (2010) ‘Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics’, Journal of marketing, vol. 74, no. 2, pp. 133-148.