Impact of Covid-19 on Online Consumer Buying Behaviour

Business
Research Project

Table of Contents
Table of Contents.............................................................................................................................2
Topic: To assess the impact of Covid-19 restrictions on online consumer buying behaviour. An
investigation on River Island...........................................................................................................1
Chapter 1: Introduction/Background..............................................................................................1
1.1. Background of the study.......................................................................................................1
1.2. Rationale...............................................................................................................................2
1.3. Aim and objectives...............................................................................................................2
1.4. Research questions................................................................................................................3
Chapter 2: Critical Literature Review..............................................................................................3
Chapter 3: Methodology..................................................................................................................5
Research Approach (inductive or deductive)..............................................................................6
Research Strategy........................................................................................................................7
Timeframe (Longitudinal or Cross sectional)..............................................................................7
Design focus (Exploratory, Explanatory, or Narrative)...............................................................8
Data Collection Approach (qualitative or quantitative)...............................................................8
Data Analysis...............................................................................................................................9
Limitations/constraints and Ethical Considerations....................................................................9
Chapter 4: Data Analysis and Discussion.....................................................................................10
Chapter 5: Conclusion and recommendation.................................................................................11
REFERENCE................................................................................................................................12

Topic: To assess the impact of Covid-19 restrictions on online consumer
buying behaviour. An investigation on River Island.
Chapter 1: Introduction/Background
1.1. Background of the study
As Pandemic is facing by whole world due to which death cases are increasing day by day,
it hampered the all offline as well as online businesses. A lockdown has declared by government
where all import and export activities are stooped that reduced the production and profitability of
organization negatively. The COVID-19 pandemic has affected economies and financial markets
worldwide more than previous pandemics due to severe government restrictions on economic
activity and social life. As the world responds to the coronavirus (COVID-19) pandemic, it has
been seeing an accelerated shift from in-person to online shopping. Consumers are relying on
digital world more than ever and businesses are forced to adapt their strategies and shift toward
digital transformation with much more urgency than before (Markus and Brainin, 2020). By
improving delivery times, updating product description on web page, or utilising rating and
reviews across their products, in UK. This is important for organization to understand needs of
their customer and provide the products accordingly which can help to develop the business
performance. Fashion Industry is poised to success during this challenging time. Research is the
systematic study of material and sources that can be used to establish facts and managing the
topic. This is important for individual to understand how to collect data from various sources and
arrange the properly (Karim, Choudhury and Latif, 2019).
The report is based on River Island that is large size fashion, clothes & accessories offers
range of products and services. This organization was founded in 1948, in London, England, UK,
and others. The management of such organization adopt the new technology and make decision
to provide the products accordingly. Now a days customers is focusing on online websites that
helps customer to shop the products via online. But due to Covid- 19 it become difficult for
organization to sales their products. The present research is about impact of COVID-19
restriction on online consumer buying behaviour that affected the business negatively. The report
involves Literature review, research methodology, data analysis, and recommendation that
supports to enhance skills and abilities.
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