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The purpose of this
chapter is to focus on describing the research methodology that is used in this
research. However, the research conducted by the survey on the behaviour shown
by the consumers towards online shopping specifically in the UK. The analysis of research is presented in the
work. The analysis is mainly based on ethical consideration. The data is
collected quantitatively using response on a questionnaire from respondents.
The questionnaire includes advantages and disadvantages will be reviewed.
3.1 Research aim and objectives or hypothesis on Consumers Behaviour in Online Shopping Especially in the UK
The research aim and objectives include:
To Present an Investigation of the Motivations and Behaviour of Online Shopping of the Focused Areas and the outcome of the research will be significantly helpful for consumers to understand several target businesses regarding the purchasing behaviour.
• To Identify Motivations and 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 effective through online guides for the development of e-commerce market organizations and Consumers.
3.2 Research Design and Research Approach for Consumers Behaviour in Online Shopping Especially in the UK
The research design and approach also focused on the analysis of the current research (Malhotra 2010), as in the current research there is the focus on the primary data as well as the secondary data (Bryman and Bell 2011). The current questionnaire design is influenced by the previous research studies (Malhotra 2010). There is the focus on the consumer behaviour by looking at elements such as motivation, behaviour, content marketing, search engine optimization, brand theory, and social media marketing.
3.2.1 Research Design on Consumers Behaviour in Online Shopping Especially in the UK
The research design is descriptive that covers all the important information. The research is basically based on the quantitative analysis of the data. Study of the direct behaviour of all related population was not possible therefore quantitative way of study is selected for the research (Bryman and Bell 2011).
Table 3.1 min Questions which linked to the element of literature review then applied to (Planned behaviour theory).
Theory of planned behaviour (Ajzen 1991) behaviour (Ajzen 1991)
What is the consumer online behaviour?
Theory of planned behaviour (Ajzen 1991)
What is the consumer motivation to use the online platform?
Attitude toward the behaviour
Theory of planned behaviour (Ajzen 1991)
How are confident people using the online platform?
Social Media Marketing
Attitude toward the behavior
Theory of planned behaviour (Ajzen 1991)
How well do consumers know about their rights and businesses know their responsibilities, when they use E-Store as a retail channel?
Brand theory (affect in colour, Logo, ethical of copycat).
perceived behavioural control
Theory of planned behaviour (Ajzen 1991)
What will digital and brand marketing support consumer behaviour?
3.2.2 Research Approach on Consumers Behaviour in Online Shopping Especially in the UK
However, the primary
data will be collected through the questionnaire and the secondary data
consider the previous literature that will be based on the UK consumes that how
they focus on the online shopping. The literature review and survey
questionnaire also analyze the current trend of the consumers in the online
shopping. The primary data collected through questionnaires that were in form
of an online survey (Survey Monkey). Survey Monkey is a credible tool that
works to recognize credible results. The results are highly valid and the tool
is used by a number of academic institutions
Through using the survey and
primary data, the research focuses on the trends in the online shopping by the
customers in the UK
The research design for the
current research is based on the framework of the social survey design; there
is the collection of information and quantitative research in the current
3.3 Data Collection for Consumers Behaviour in Online Shopping Especially in the UK
Salkins (2010) focuses on the data collected for the research is accessed through the use of a questionnaire. Data is collected from the selected samples of the study for the purpose of generalization. Primary data is collected as researcher directly focus on the social media and all customers (students, staff members, friends, Local people) in the St university and another area of the UK was not an easy job because of the large-scale distribution of the population. Smith, M. Thorpe, R. Jackson, P (2015).
3.3.1 Primary data of Consumers Behaviour in Online Shopping Especially in the UK
For the data
collection, there is the use of the quantitative research method, the collected
primary data is analyzed through the questionnaire survey and with use of the
quantitative method as well as the qualitative method so that statistical
analysis could be effectively performed
3.3.2 Questionnaire for Consumers Behaviour in Online Shopping Especially in the UK
Salkind (2010) focus
on the collecting respondent answers, the effective questionnaire design was
used and the analysis was done through the quantitative primary data, there are
the varieties of questions that help the researcher to analyze the behaviour of
There are various
advantages of the questionnaire that is filled online by the consumers as
different consumers participated online. How well do consumers know about their
rights and businesses know their responsibilities, when they use E-Store as a retail
channel? There were the limited responses by the consumers, in the online
survey; this is one of the disadvantages of the research
22.214.171.124 Importance/Justification of the research for Consumers Behaviour in Online Shopping Especially in the UK
The current research
focuses on the consumer behaviours that how they focused on the purchasing the
product. However, the current research focuses on the consumers; who are in the
UK and doing the online shopping. Moreover, the primary research is also
conducted in order to analyze the demand of the e-commerce and in order to get
the knowledge related to the E-stores. The current research focuses on the
primary, as well as secondary data
3.3.3 Sample approach of Consumers Behaviour in Online Shopping Especially in the UK
sampling approach, the individual that is selected; they are from the UK. The
current research uses the survey research that is focused on the simple random
sample. Through simple random sampling, there were respondents from the university
(Portal - web survey) and there are aims to explore the influenced factors that
are related to the consumer purchasing behaviour. The snowballing approach is
used in the survey to analyze the behaviour of customers for online shopping
However, through the
simple random sampling people were selected to fill the data on the survey
monkey and the sample size based on the people that how many people want to
However, for the
analysis, the majority of the participants are allowed to share the personal
data as well, in order to concerns about the gender that focused on the online
shopping aspects. For the personal information of the respondents, there is an
analysis of the respondent’s marital status, age, gender etc.
3.4 Secondary Data of Consumers Behaviour in Online Shopping Especially in the UK
For the analysis of
the consumer behaviour in the UK, there is the use of the secondary data so
that there could be an analysis of the related studies given by the researchers
regarding the consumer behaviour with the help of planned behaviour theory
3.5 Data analysis technique for Consumers Behaviour in Online Shopping Especially in the UK
For the data
analysis technique, there is the analysis of the filled question that was taken
online through the survey, the data analysis technique could be explained as
the most important part of any research because results are analyzed and
interpreted in this part. Consequently, there is the effective interpretation
of collected data in the current research, there are the meanings of results
that how the research was conducted, and the analysis was done with the survey
monkey tool as people filled data effectively
The current research used the deductive approach so that there could be the most suitable analysis and so that results could be effectively concerned or reach. With the quantitative data analysis, there is the collection of quantifiable data and the researcher focus to get the results that are valid. There is focused on the online assessment and questionnaire tool through the survey monkey so that maximum customers taken from the different region in the UK.
3.5.1 Limitations of Consumers Behaviour in Online Shopping Especially in the UK
The process of collecting the data was significantly precise and analysis included a survey. Some respondents neglected actual facts about the experiences they had in the online shopping process. The age limit was considered in the analysis including for males and female customers. The age limit was determined for males are from 18 years old customers.
3.6 Ethical Considerations of Consumers Behaviour in Online Shopping Especially in the UK
I adhered to the works of Easterby-Smith, Thorpe, & Jackson (2012) also Ethical research practice was followed ethical guidelines of the British Psychological Society Code of Human Research Ethics. Also, the ethics form was approved by the ethical committee of the University of Stirling. This ethical approach included safety and security, privacy and anonymity. See appendices 2.
3.6.1 Problems encountered of Consumers Behaviour in Online Shopping Especially in the UK
I faced multiple
problems including lack of response, spoiled papers, different approaches
through Whatsapp. The pilot questionnaire was tested by two students from
Stirling University and Glasgow Caledonia University. One of the participants performed
online shopping and one purchased from the online process. The contributors
performed the pilot test for feedback.
In the feedback, some questions were changed based on the required
process. In the feedback section, I selected some questions according to the
requirement as some questions were opening questions. Some questions included
in the questionnaire were paraphrased and some were prepared new. I changed
some questions multiple times and tried my best to avoid misunderstanding
related to meanings of questions. The last issue was opening questions in the
survey from the mobile survey
3.7 Chapter Summary of Consumers Behaviour in Online Shopping Especially in the UK
For the research methodology, it is analyzed that current research using the primary data, and the secondary data so that there could be the analysis of the consumers towards online shopping specifically in the UK. Moreover, the primary data is collected through the questionnaire and the secondary data consider the previous literature and there is the use of a quantitative method. Through the focus on the customer's attitudes as well as the perceptions or purchasing behaviour in the online shopping is known and also the lifestyle characteristics. The consumer behaviour is effectively focused in order to regard the intention to purchase of the UK consumers
References of Consumers Behaviour in Online Shopping Especially in the UK
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