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Business and Management Dissertation (Doc)

   

Added on  2021-01-02

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Business andManagementDissertation

Table of ContentsTOPIC:-............................................................................................................................................11.0 INTRODUCTION.....................................................................................................................11.1 Identify a specific reachable topic area.................................................................................11.2 Establish the importance of problem ....................................................................................21.3 Aim of the research project...................................................................................................32.0 RESEARCH OBJECTIVE AND RESEARCH QUESTIONS.................................................3Research Objectives....................................................................................................................3Research Questions.....................................................................................................................33.0 LITERATURE REVIEW..........................................................................................................4The concept of online shopping..................................................................................................4Changes bring by online stores in purchasing behaviour of customer in Mark & Spencer.......4Relation between online stores and changing behaviour of people toward shopping in Mark &Spencer........................................................................................................................................54.0 RESEARCH METHODOLOGY...............................................................................................64.1 Research Design, Research approach and Research Type....................................................64.2 Rationale...............................................................................................................................95.0 ACCESS TO DATA AND RESEARCH ETHICS.................................................................106.0 Limitations...............................................................................................................................10REFERENCES..............................................................................................................................11

TOPIC:-“Online shops and the change of people behaviour in shopping: A case on Mark & Spencer” 1.0 INTRODUCTIONOnline shopping is defined as a part of electronic commerce which provide customers amedium to directly purchase good or services from different seller that are present at severalgeographical area. This transactions are usually performed using internet i.e. web browsers. Afterthe development of internet and e-commerce practices the rush of people in society movestoward online shopping which drastically had change the way businesses earn profitability(Baubonienė and Gulevičiūtė, 2015). The main reason behind increasing popularity of internet asa medium to purchase product or services is that people get number of options to choose from ascompare to physical store where limited services are available. In addition to this they also getbenefited in term of discount, home delivery, 24/7 shopping and ease in payment. Current reportis based on Mark & Spencer a multi-nation organisation which is headquartered in UK andoperates its business throughout the world by both the medium such as maintaining physicalstore or through internet. 1.1 Identify a specific reachable topic areaThe current research is conducted over the impact that online shopping have overperception and behaviour of customer. This concept is very important in today's technologicaltrending environment where every day people experience something new or unique mediumwhich provide a medium to more convenient access to services offered by companies. With theincreasing demand of customer regarding online purchasing, several organisations expandedtheir businesses by started providing online services which includes Next, Mark & Spencer,ZARA and many more (Hasbullah and et. al., 2016). These all have an huge influence over thepurchasing behaviour and pattern of customers which have an great influence over the growthand profitability of organisations. For instance, Mark & Spencer after experiencing a huge lossover international level step back to their own country. But after recovering from loss M&S hasadopted e-commerce platform to expand its operation again at international level whichsupported it in regaining its position and marking its presence at global level. Research conducted over this topic can also be used for academical purpose as in today'stechno-driven world e-commerce has become a crucial part of academic study. Hence the data1

collected through this research can also be used as a academical purpose which help in providinga detailed information regarding several strategies that are used by business to operate theiractivities over internet . Apart from this, e-commerce has brings up several opportunities for business where theycan enhance their customer base, profitability and quality of services by using internet as amedium to interact with its customer. In order to grab this opportunity M&S has startedoperating their business activities online by opening up their own website where people canvisits and purchase product or services of their choice. But despite of this there a major issuefaced by the M&S while operating its business online is that there are number of e-commerceretailers who are similar product or services (Goldsmith, 2016). These all factors presented amedium where customer can compare product of several offered by different brands and thenpurchase from the one which is more beneficial. Hence this has created a tough competition infront of M&S over online business. 1.2 Establish the importance of problem In case of Mark & Spencer, there is an issue which company is facing over its e-commerce activity i.e. competition. The rivalry of M&S is increasing day by day and mainreason behind this is that majority of retailers started providing an online access to their productor services in more convenient way through 24/7 shopping facility to its customers. This has anhuge influence over the choice of customer regarding a particular brand or product because ascompare to physical stores, people have more options to analyse and then purchase a particularproduct which provide maximum benefit at minimum cost (Shephard and et. al., 2016). Thesebenefits or factors has increased the competition in front of Mark & Spencer as it always have toaccess the strategies followed by other rivalries so that it be able to offer effective services tovanish off competition from market.This have an huge influence over the growth, success and profitability of business. Thiscompetition is increasing day by day as majority of retailers are started to operating theirbusiness online in order to maintain their market position. It not only affected M&S but alsoother retailers such as Maplins who couldn't compete over pricing with a giant retailer Amazon.This leads to decline in sale growth which was market in 2016 as 4.7% now fall down to 1.9%marked in year 2017 (Five reasons for M&S’ woes: from loyalty to innovation, 2019). 2

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