Change Of People Behaviour In Shopping pdf

ONLINE SHOPS AND THE
CHANGE OF PEOPLE
BEHAVIOUR IN
SHOPPING

ABSTRACT
The recent growth of online shopping and consumer increasing interest in purchasing
over the net have significantly changed. Today's, the customer are inclined to accept the change
and keep their eyes on the benefits that can obtain from the online purchase.
Thus, the main purpose of this study was to “To analyse the influence of online store over
purchasing behaviour of people toward shopping. Therefore, the finding of this has suggested
that online purchase intention are significantly related to the gender, age, education, purchase
frequency and distribution channel etc.
Henceforth, it also has been stated out that consumer buying behaviour get affected by the
product, purchase price, expensiveness, service like return etc. The present framework of the
research enhance the understandings of the factor that affects the online shopping behaviour and
marketing in order to enhance the online purchase.

Table of Contents
ABSTRACT.....................................................................................................................................2
INTRODUCTION...........................................................................................................................1
1.1 Study background .................................................................................................................1
1.2 Aim .......................................................................................................................................1
1.3 Objectives .............................................................................................................................1
1.4 Research questions ................................................................................................................1
1.5 Rationale ...............................................................................................................................1
1.6 Significance of the study .......................................................................................................2
LITERATURE REVIEW ...............................................................................................................2
2.1 Concept of online shopping ..................................................................................................2
2.2 Impact of online stores on purchasing behaviour of customers of Marks & Spencer...........3
2.3 Relation between changing behaviour towards shopping and online stores of Marks &
Spencer ........................................................................................................................................4
RESEARCH METHODOLOGY ....................................................................................................5
RESULT AND FINDINGS ............................................................................................................6
ANALYSIS .....................................................................................................................................8
CONCLUSION..............................................................................................................................11
RECOMMENDATIONS ..............................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
1.1 Study background
Online shopping has been emerging as one of the routine tasks of individuals. Ranging
from household equipments to luxurious needs the customers are getting engaged more into the
online purchasing. The service providing organisations are also shifting from the conventional
physical stores to the online stores. The online shopping services has allowed organisations to
explore the vast range of market while customers are allowed to have opportunity to explore
huge product and service range with the best quality (Hasan, 2016).
Thus, present report is based on the business activities of Mark & Spenser, it is the major
British multinational retailer. Therefore, this enterprise is highly specialised in selling high
commodities, home products and food commodities to the customers.
The changing perception and behaviour of customers towards products is encouraging service
providers to meet the expectations and demands of people so that they can survive in highly
competitive market build by online shopping trends. The online purchasing is completely
shaping the choices, selection criteria for choosing product, payment techniques, customer
services and operational framework of service providers.
1.2 Aim
“To analyse the influence of online store over purchasing behaviour of people toward
shopping: A case on Mark & Spencer”
1.3 Objectives
 To examine the concept of online shopping.
 To determine changes that are brought by online stores in purchasing behaviour of
customer in Mark & Spencer
 To accelerate the relation between online stores and changing behaviour of people toward
shopping in Mark & Spencer.
1.4 Research questions
 What is the concept of online shopping?
 Discuss about the changes that has brought by online stores within the purchasing
behaviour of customers in M&S?
 What is the relation between online store and changing behaviour of people toward
shopping in Mark & Spencer?
1.5 Rationale
The online shopping is becoming very trending and both customers and organisations are
adopting the concept. The growth opportunities and excellent purchasing experience made the
approach highly appreciated and necessary. Thus, it is very important to conduct relevant
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research for identifying the impact of online services on decisions of customers. Another reason
for choosing the topic for the research is that in order to sustain the position in the global
competitive market it is vital for the service providers to understand the factors contributing to
shopping decision and preferences of the customers. The selection of topic is also significant as it
is changing the way in which service providers delivers the services and target audience is
having access to those services.
1.6 Significance of the study
The study can be considered as highly significant for demonstrating the concept of online
shopping and its benefits and associated challenges. On one side online shopping has allowed
customers to choose products from all the world while on the other side it has also created
extreme competitive threats for the companies. The study will help organisations to understand
the various dimensions of purchasing decisions so that service quality can be improved.
LITERATURE REVIEW
2.1 Concept of online shopping
E-commence defined as process of buying and selling good and service online. It is term
in which consumers directly buy good and services from a seller in real time without any
intermediary service over the internet. As per the view of Lin, Featherman and Hajli, (2018)
stated that online shopping is one of the ease facilities that allows customer to access good and
service just by sitting at home. Therefore, the one of the main objective is to deliver the online
shopping application into android platform. Thus, it assists in buying the commodities in the
shop anywhere with the help of internet by using an android device. In contrary to Zhang, Zhao
and Gupta, (2018) stated that it makes shopping very easy and convenient for customers and
also offers management system that puts the enterprise activities in control of product and
services. According to the view of Erkan and Evans, (2018) stated that the act of purchasing
product and service over the internet. In the present scenario, it has grown in popularity over the
years. One of the most enticing component about the online shopping is to wait in long lines or
search from store to store for specific product and services.
Therefore, Erkan and Evans, (2018) stated that online shopping defined as an activity or action
of buying product or services over the internet. Under it, buyers pays for the good or bad service
online with credit or debit card upon delivery. The internet development has helped me in order
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to bring increase in the number of online consumers. Online shopping is the part of e-commerce
and that termed out as an electronic commerce.
2.2 Impact of online stores on purchasing behaviour of customers of Marks & Spencer
Consumer buying behaviour defined as study of individuals, groups, process and the
organisation they use to select, secure and dispose of commodities, experience and ideas. This all
aids to satisfy the needs of customers. As per the view of Nakano and Kondo, (2018) stated that
online shoppers seek for the clear information about the product and services, time savings, wide
variety and better price services. In contrary to Bhakar, Bhakar and Kushwaha, (2019) stated out
that effective technical advancement and better services and build up positive perception to
improve the level of usage of online shopping with high level of satisfaction. Thus, day by day
choice, preferences and buying habits of consumer is varying in relation to different factors such
as internet emergence.
Therefore, one of the main advantage of the online shopping is that customer can find
different varieties and brands of the particular commodity. By looking over the ingredient they
can make their decision and purchase the product. This is the engagement that plays a big role in
facilitating customer desire to have more information before making the purchase. As per the
view of Zaman, (2018) it can be stated that the better informed customers are changing the role
of salespeople in the companies. Thus, online growth within the marketing cutting the job
opportunities for the people in retail market, supermarket etc. Internet facility has become one of
the most advancement tool as it provide customer the facility get access to the information, the
ability to shop on differed devices and the options to share the expectation with others. It is the
term that simply has altered the expectations and the manner the shops needs to be conducted. As
per the view of MARANGOZ, (2018) stated that online shopping is the process in which
consumers go through when they decide to shop on the internet. Therefore, evaluation of
channel, e-commerce has helped to bring the highly competitive market in order to have impact
on customer and to retain them for the long manner.
Therefore, the attitude and perception of the customer toward online services can
be determined with two factors in which one is trust and another is perceived benefit.
Demographical component has huge impact over the basic determinants of consumer attitude
towards online shopping. Henceforth, these as are age, education, gender and income. Customer
relationship is one of the significant factor in order to maintain the trust at time of building
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commerce. Therefore, one of the major factor is as inhibiting the online purchasing is the lack of
consumers trust in vendors over the internet. As per the view of Müller and Christandl, (2019)
stated that online shopping is one of the effective term that aids to bring out better product and
service within the market. According to Faulds, Mangold and Valsalan, (2018) stated that online
shopping has revolutionised the all business activities by making everything easy and
convenient.
2.3 Relation between changing behaviour towards shopping and online stores of Marks &
Spencer
The invention of the internet has created the wide impact over the tradition aspects of
lives of human being. Therefore consumer can become virtually active anytime. Henceforth, the
internet is the relatively a new medium for communication and information exchange. As per the
view Erkan and Evans, (2018) it can be stated that online shopping is the process in which
consumers go through when they decide to shop on the internet. Henceforth, this can be said that
online consumer takes into consideration when purchasing online.
There are number of the factor that are influencing the online consumer. In contrary to
stated that rapid development of the internet online shopping has become the new and widely
used medium for retailing. Thus, casual relationship between the subjective norm, perceived
behaviour, norm and behavioural control affect the purchasing habits of the customers. As per
the view of Zhang, Zhao and Gupta, (2018) this can be stated that web based surveys was
employed by using online questionnaire as the research instrument so that it can influence the
actual adoption of internet shopping. Henceforth, consumer shopping channel played an crucial
role in online purchase intention. Therefore, it is the need to develop the end to end digital
strategies and comprehensive digital operating model can address suppliers and employees just
as much as customer. Online shopping has come out to the apprehension period to the new era of
online world. In contrary to Erkan and Evans, (2018) stated out that most apparent factor of the
online consumer behaviour were saving on time, money and efforts remain constant motivators.
According to the view of Lin, Featherman and Hajli, (2018) stated that dynamics of
consumer behaviour is ever evolving with continual technological advancement. Therefore, the
main reason behind changing of consumer mind set is the availability of the comparative prices
and feature of the product and services of the related items they required. As per the view of
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Faulds, Mangold and Valsalan, (2018) stated that significant enhancement of the internet
penetration across the metros and non metros, shopping online on apps all are becoming the new
age trend within the market. It has been analysed that customer now a days are getting more and
more comfortable with the online shop mode due to easy payment option, return policies and
faster delivery time. Thus, Müller and Christandl, (2019) stated out that rapid development of
online shopping platform has affected the sales of the offline stores. Business need to automate
the internal process with the entities in order to become increasingly competitive and efficient
within the global context.
According to the view of Zaman, (2018) stated that online data extraction about the
product, service along with the ingredient element over the product aids to customer to choose
online store. Thus, main significance of it that its provide better challenging experience that can
enhance the intent of new customer. Thus, technical advancement is ever changing process that
also aids to enhance the standard of living of the people. Hence, it can be stated that online
shopping evoke the physical analogy of the buying product and services at a bricks and this
process termed out as business to consumer. Thus, largest beneficial aspect of the online
shopping is that it provide great deals to the customer at time of any festivals. This aids to
enhance the customer satisfaction so that better and quality result can be produced.
As per the view of MARANGOZ, (2018) stated that better and attractive marketing
strategy attract the consumer efficiently. It is the component that aids to create the certain
customer segments. In the present market scenario, irrespective of preference towards the online
and offline stores aids to correspond attention across all channels. Therefore, omni-channel
strategy that assist retailers to rethink the business plan of action in terms better productivity and
profitability. Herein, this can be stated that key to creating an effective omni-channel strategy is
to understand that how consumer interact with brand at each step of customer journey.
RESEARCH METHODOLOGY
Research methodology is the approach that is used for collecting data and information
from different sources and then analysing that information for getting an appropriate results.
Research type:- It consist of two types of research such as qualitative and quantitative. From
the research that is being conducted qualitative research will be used for collecting data and
information that is needed for doing data analysis and gaining detailed information related to
research. It also helps in providing theoretical data that id helpful in conducting analysis.
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Research Philosophy:- There are two types of philosophies that is used in conducting research
Interpretivism and positivism. For doing analysis interpretivism philosophy will be used. In this
type of philosophy small sample is being collected and depth study will be performed from it
(Shim, Kwon and Forsythe, 2017). Through this subjective research is carried out that help in
providing different data that is used for analysing various data and information.
Research design:- Research design is conducted for ensuring that research is being done
effectively and provided various aspect that will be provided for conducting research in the
company. There are two types of design as experimental, descriptive and exploratory research.
In this study descriptive research is used for further analysis of data and information that is
collected from research that is conducted through various perspective.
Research approach:- There are two types of research approach inductive and deductive.
Inductive research emphasized on providing perspective that is included while conducting
various aspects that will be beneficial in getting result (Chou and Hsu, 2016). In this deductive
research is being used to generalise specific information from data. This data is used to evaluate
hypotheses that is used by applying different theories into study. Hypothetical study is conducted
for finding out result from this research. In this it is decided that various aspect will be included
in this approach that facilitate different aspect in various forms of data collection.
Data Collection:- It consist of two types primary and secondary collection of data. In this study
researcher will use secondary method of data collection in which information collected is not real
time basis as it is collected from other sources such as through books, journal and magazines etc
(Cheung, Liu and Lee, 2015). Data that is collected through this type of method is in refined
form as directly it is used for doing data analysis for the study.
Sampling:- It is the approach that is used by researcher to select it from large number of
population that help in analysing data for doing effective study in the research. Data is being
collected from different aspect that will be helpful for researcher in analysing various statistics
that is collected. It is of two types probability and non-probabilistic. This method will be used for
for collecting primary data as this is based on secondary research and therefore sampling is not
used.
Data Analysis:- It refers to analysing data that is available in crude form through this results can
be interpreted from information that is being collected (Bezes, 2016). There are different
methods that will be used in analysing data for the future.
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RESULT AND FINDINGS
From the above findings of the literature review it has been conducted that ever-changing
internet facilities attracts the customers and make them influence to purchase the commodities,
Due to internet facilities, the online shopping is continually spreading and better service can be
promoted to the customers. Rapid develop of the internet facilities attracts the customer and this
also bring better services to the customer by understanding the need that what influence the
customers of Mark & Spenser. With the help of secondary analysis it can be stated that E-
commerce websites are taking various initiatives to improves their policies and coming in the
market with new ways of attractive EMI options. Thus, managerial implication of above findings
have been justified that the online marketers must target the customers and also need to be ensure
about the high security to the person. It has been identified that providing good and better
experience of the online shopping influence the customer and rate of retention also get
maximised. Income has positive relevancy on the online purchase frequency of the commodities
and services within the market.
This is one of the major reason for having enhancement in the affordability factor for the
consumer. By looking over it, the offline stores are also taking initiatives to change their
scenarios with the help of bringing up of the online preference. Therefore, it can be stated that
brand image, quality of the commodities all are the significant factor that affects the goodwill of
the online purchase medium of Mark & Spenser. Therefore, this findings has also defined that
internet is considered mass medium that offers the consumer with different purchase
characteristics as no other medium. There are number of the certain features that make the online
services more convenient as compares to the tradition way of shopping. As per the above
findings, Bhakar, Bhakar and Kushwaha, (2019) it has been evaluated that in order to have
impact and retain customer this is crucial to identify the certain influencing within the Mark &
Spenser. From the above findings, it also has been evaluated that invention of the internet has
helped to create paradigm shift of the traditional way people shop. Thus, it can be said out that
internet can be considered as one of the mass medium that offers the buyers with the purchase
characteristics like no other medium.
With the help of the internet, the enterprises become successfully in developing better
approach to highly developed market. Thus, in order to keep the positive impact on Mark &
Spenser and to retain the customer it is essential to identify certain influencing aspects at the time
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of purchasing online and this is one of the crucial component that aids to enhance the
competitive advantage of the firm. From the findings, it has also been evaluated that E-
commerce defined as the process of buying and selling good and services online. It is very
crucial to better serve existing customer so that competitive advancement within the enterprise
can get enhanced due to the factor of online shopping. Online engagement aids to impact the
sales of the retail stores.
Thus, it can be stated out that E-commerce is one of the driving factor behind the
shopping evolution. Henceforth, customer do not need to go out for shopping. Thus, biggest
impact of shopping can found over the shopping is that customer can shop from anywhere.
Smartphone facilities has taken the consumer to the next level because shoppers can use this
device at any point during sales cycle. From the secondary finding, it has been identified that rise
in mobile shopping has blurred the line between the physical store and online experience to the
customers. Hereby, it can be stated that the ability to create a seamless shopping experience. It is
experience that customer have come to expect.
` Thus, effective and advanced progression of the e-commerce has brought customer
expectation of the Mark & Spenser they buy from. In addition to this, greater significance can
also be consumer retention, customer relationship management, personalization and one to one
marketing. As per the view of Nakano and Kondo, (2018) stated out social function can be
categorised into social choice and welfare functions. Therefore, the recent e commerce boom
affecting the working of the enterprise in huge manner. Customer engagement has played big
role in facilitating consumers desires for more information before making purchase. Therefore,
primary goals of the Mark & Spenser is to offer the product and services that best serve their
consumer needs and it tends to make the repetitive customer purchase.
ANALYSIS
From the above study it is found out that online shopping is part of doing marketing
through internet that helps in selling products or services. In present scenario it is becoming
common as purchasing product through online sources that facilitate easy selling of product into
market. Through online shopping use of internet is increasing day by day as most of consumer
prefer to buy product through internet. There are different sites available through which
consumer purchase product and services through online medium that facilitate them easy
purchasing. In coming future offline stores number get decreases and all people are buying
8

through internet (Bilgihan, Kandampully and Zhang, 2016). People prefer to purchase products
online as it provide many services such as home delivery, offers and discount and product easy
purchasing of product that facilitate different perspective in the future.
Nowadays, popularity is increasing day by day as it facilitate various products at a short
period of time that bring efficiency and effectiveness. Present report is based upon Marks and
Spencer as it is facilitating various perspective that will be provided in different sectors. It is a
multinational company that will be provided various easy purchasing of product and services.
This company is operating its business through various aspects that offering product by both
medium through offline stores or online mode that is important in purchasing product and
services for the future. According to current research that is conducted has analysed impact of
online shopping on consumers and their behaviour. It is important in identifying consumer taste
and preference that help in manufacturing product and services for Marks and Spencer.
This concept plays an important role as every consumer is using internet like to purchase
product through online medium. In present demand of online shopping is increasing day by day
as consumers want comfort life so it facilitate and provide product and services at consumer's
gate. In addition to it after doing market research many marketer is analysed that there is increase
in online shopping trend in market so they also try to expand their market that will help in
growth and bring more opportunities in the future (Pappas and et. al., 2016). This strategy of
selling product is having huge influence on growth of companies as their purchasing behaviour
of consumer. There are different brands such as Max, ZARA also started selling online and
expanding larger market share.
A research is being conducted through that it will be analysed that online shopping in
increasing its market share and taking market of offline stores. Because of e-commerce
technology is becoming easy day by day that id helpful for the future course of action. Data that
is collected from this research will be used as academic purpose that will help in providing
detailed information related to research that is being conducted. Online business helps in
attracting more consumers as product and services is provided at their homes. Apart from all this
e-commerce is expanding more in the marketplace as it also help in enhancing customer,
profitability and quality for the future. For the purpose of increasing in market Marks and
Spencer is grabbing opportunity of selling products or services online and opening own website
for further expansion in market (Moriguchi, Xiong and Luo, 2016). There are some issues that
9

will have impact on sales of Marks and Spencer regarding online services that is provided to
consumers. Consumer are king of market so before purchasing product they are doing
comparison between different products that help in analysing quality and price of product. This
bring more competition between Marks and Spencer and different online services into business.
In earlier times mode of purchasing of product is different from that of present market.
According to research that is being conducted on the topic online shopping emphasized that
traditional method of marketing is different as that time consumers are visiting shop and ask for
product that is needed by them. This is very long procedure as purchasing product and services
while visiting that place physically. Nowadays, this type of purchasing is reduced and online
shopping is taking into account that facilitate easy convenience to costumers to buy product or
services (Mallapragada, Chandukala and Liu, 2016). For becoming best marketer at present it is
necessary to do proper market market research that will be help in providing different
perspective.
Through different strategies that is followed in this research it help in improving market
position of Marks and Spencer and satisfying needs of consumers. Marks and Spencer get failure
in the international market because of mismanagement in the generation of physical stores and it
is coming back to its home country. After coming of internet work becoming easy and providing
aspect that will be helpful for the future course of action. After evaluation of internet in the
country again it expanding its market at international level. Due to changes in behaviour of
consumer that affect its purchasing power in the marketplace. Consumers are more smart as they
are purchasing product after checking its quality, reliability and measures that is to be taken
while purchasing product from the market.
Behaviour of consumer also got changed as different people are having different
perception regarding product and services. Behaviour also depend on perception of consumer
regarding any product or services. Perception is also having an impact on online shopping as
consumer think that as product that is shown on website is of good quality so received product is
also good but sometimes its not like that so consumer perception will affect sales of marketer as
from next time they have to think in purchasing a particular product or services. Through this
consumer is becoming brand conscious as they are buying product after seeing brand so it is
necessary to fulfil needs and demands of consumers (Chakraborty and et. al., 2016). Internet is
10

making everything easy as consumer facilitate every thing comfortable that increase sales and
profitability of Marks and Spencer.
As its is the medium that emphasize various aspects as it is beneficial for Marks and
Spencer that provide different perspective to online shopping. After invention of internet it is
becoming east that will be helpful for the future course of action. Earlier different methods is
used for analysing different perspective that is used in gaining various aspect. Online shopping
have impact on consumer buying behaviour as this facilitate in gaining various forms of trends
that is applicable in the market. Human needs and behaviour is important for purchasing product
through online or offline sources that increase effectiveness in doing shopping. As there are
different sources that is used while shopping through internet (Zhang and et. al., 2017).
Consumer behaviour can be analysed by seeing its taste and preference as it help in identify
various approaches that is used in fulfilling perception and behaviour of consumer will affect its
growth and bring more opportunities for the future.
Economic changes from online shops to Marks and Spencer.
Marks and Spencer is one of the British multinational retailer business firm which is
dealing in different products and services ranging from selling of best quality clothes, food
products, home furnishing etc. It has expanded its business operations across the world with
80787 number of employees currently working with it. It is having a total revenue of £10377
million as per the year 2019. Also, due to its worldwide business operations it has been able to
generate a net income of £37.3 million as on the year 2019. Marks and Spencer is having its
business operations in 1463 number of locations with its headquarter in London, United
Kingdom (Marks and Spencer Wikipedia, 2019).
Marks and Spencer has started its online services for meeting the current needs, demands
and requirements of its customers across the globe. Also, with the constant change in market
forces, there has been a constant need of adopting changes in business operations, processes
which helps in gaining competitive advantages (Chakraborty and et.al., 2016). By conducting
business operations online, it makes shopping much easier and convenient for its customers
across the globe. It also ensures that proper management system facility has been adopted by the
company so as to make control over its e-commerce business activities taking place for
betterment of both the company and customers as a whole.
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In the year 2018, Marks and Spencer has to face a sharp decline in its annual profits and
revenue margin for that accounting period. Such decline has been a result of decline in the
quality as well as standard of services and products provided by it worldwide. Disclosure has
been made that such decrease in sales is due to deterioration in sales of clothes, cost expenditure
associated with extensive store closure. As per the closure plan of the stores made by Marks and
Spencer, it has been determined that pre-tax profits at the retail giant has been slumped to a large
level. It is calculated that there has been 62% slumped from £514.1 million to £66.8 million.
Such decline is a result of £514.1 million bill which has been made for restructuring which
covers £321 million amount to be paid for the process of first stage in the plan of the store
closure.
Also, it has been observed that one in three of its main and core clothing stores including
home stores has been scheduled with the purpose of making it disappear from the high street
within a period of four years. For this group has been warned related to further £150 million cost
expenditure which will be incurred for store closure. It has been expected from the perspective of
Marks and Spencer that its business operations will be on third largest place among the other
competitor market groups over the time frame of next 5 years. For this large investment and
funds is required to conduct its business operations at next and high level in the market place
across the globe.
Marks and Spencer has to face challenges in relations which funds and investment as
neither its website which has revamp £150 million four year ago nor the hi – tech warehouse
which was built in Castle Donington were going to provide financial assistance to the company's
funding process. Also, no support was provided to the investment needs as a result of which
more funds are required by the company for meeting its current business and operational
requirements. While conducting business operations online or in performing e – commerce
activities, Marks and Spencer has to face issue as its online capability is not as best as provided
by its competitive business firms (Bezes, 2016). Further more, the website of company through
which it is providing online business services and products is not much active and is too slow
which results in high waiting for customers. Due to slow server problem, Marks and Spencer has
to face customer loss as its product pages is taking very long time to get load properly with good
display features.

Also, the search function which M&S has provided to its customers use was not very
good and proper which makes customer feel frustrated and tired of using such a search blog. For
providing customer with better improved online business application and making changes in
server changes has been made accordingly for meeting current demand and customers needs.
Also, sales in clothing section among different departmental stores in the year 2018 which has
been opened for more than one year and sales has been decreased to 3.4% in the fourth quarter
due to trading gets affected by other competitors in the marketplace having business worldwide.
As compared to previous year i.e. 2017 there has been a huge decline with the rate of 2.3% in the
current years 2018 sales as well as revenue margin of the Marks and Spencer (Marks and
Spencer online business changes, 2018).
Due to online shops and business operations as provided by Marks and Spencer in the last
five years, it can be evaluated that there has been a great decline in its overall sales and revenue
margin. The total clothing sales of the company has also declined by 1.4% at £3.7 billion in the
year till 31 March. This has resulted in great decline in the market share by Marks and Spencer.
Also, it has affected the large customer base of the company as compared to level before starting
of online business operations (Mallapragada, Chandukala and Liu, 2016). It has been determined
that will regular decline in the sales level, profitability of company get affected in the year 2018,
thus resulting in losing of market leadership to competitor firm named Primark.
CONCLUSION
From the above study it can be concluded that online shopping plays important role that
will help in utilizing various aspect that will be helpful for the future course of action. Nowadays
online shopping is efficient to use that provide different choices into product and services. It also
facilitate in gaining different perspective that is useful for purchasing product from the market. It
is important to note that online shopping on the other side is having greater impact on purchasing
power of consumer that facilitate different aspect in the company. As earlier traditional method
of marketing is used for selling goods in the market. There are various aspect that will be
provided in the company for expansion at global level. After coming of e-commerce internet is
becoming basic need of people that provide different perspective to business in the future. As
this is becoming a trend in market as using online application for doing shopping. It provide
benefit to consumers as they do not have to go and buy product from market this facilitate home
delivery to them. As online delivery is provided by companies that bring effectiveness of people.
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There are various segments that is provided into different perspective in the company. As it is
important while conducting activity for the future that enhance online shopping in the
marketplace. It is expanding in international market as well by providing different aspect for the
future. As it is important in providing all time services to consumers so there is more craze of
online shopping nowadays as it provide comfort level to them.
RECOMMENDATIONS
From the above report topic as “To analyse the influence of online store over purchasing
behaviour of people toward shopping” the recommendation has been given in following manner
are as-
The above study recommends that risk reducing strategy must be developed by the online
retailers. Henceforth, firms needs to educate consumers on online shopping to lure in mores
hoppers. Therefore, consumer are more likely to make online purchase if they feel security and
privacy provided by the online vendors are adequate.
On the other hand, the another recommendation to the online vendors is that they should
not only put their focus on low prices, broader selection of commodities, convenience and other
advancement that is included with the online purchasing. It is very crucial for the customers who
do not have made online purchase that showed no correlation over the perceived benefit with
intention to purchase online.
Therefore, study recommends that online vendors must give priority to website design
since consumer rarely focus on visual design, site content, transaction and transaction procedure
in making of the purchase decision via the internet. Moreover, online retailer must ensure about
the smooth payment process and if it inclusive of the money back guarantees can go a long way
to enhance the confidence of the first time online shoppers. Additionally, online retailers must
put measures in place to guarantee the standards of their merchandise and this also aids to create
the channels for the dispute resolution.
It should be recommended that online shopping is increasing day by day that help in
facilitating providing different services to consumers. Through online retailing more consumers
are attracted towards shop that help in earning more profit and bring more opportunity in the
future. It is recommended to consumers that online shopping also provides home delivery to
them that facilitate them in gaining larger market share in the future. It is important for marketer
to start online business by seeing behaviour of consumer towards products that are available in
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the market. Online business facilitate different activities that provide various perspective in the
market.
It is also recommended that online shopping is the best medium to purchase product and
services from online stores that are available in the market. There are different aspects that
provide different segments in the market. Due to online shop offline stores are getting down their
share from market that facilitate in gaining various sectors. Online services provided different
perspective that help in getting various segments in Marks and Spencer. Through online sources
consumers get more attracted towards the company and buy different product and services that is
helpful for the future course of action.
Through this study it can be said that online shopping is gathering its market extent into
different segments in the market. Therefore, it is essential in providing quality product to
consumers so that they are coming back and buy product and services of Marks and Spencer. It is
important in providing various segments that will be gaining larger market share. With the help
of online shopping consumers can buy many things at a point of time without going out from
their home. Furthermore, it can be said that there are different ways that help in providing
different perspective in the future.
As nowadays online payment facilitate in selling product and services with the best
quality as it is important in gaining various perspective in the future. There are various segments
of Marks and Spencer in which it is dealing and providing the best quality product to consumers
that provide good shopping experience in the future. For growing in the future that provide
different aspects and getting more chances to developed. Behaviour of consumer plays an
important role in selling product into the market so for satisfying its wants it is necessary to
provide them the best perspective in the future.
There are different ways though which online shopping is increasing and that depend on
behaviour of consumer as every person is having its own choice that help in satisfying its needs
and demands. It is essential when there are different segments that provide goods and gaining
more profit in the future. There are different advertising tools that is used in business for
evaluating quality of product and services that facilitate in gaining various perspective for Marks
and Spencer. It is important while selecting different product line that facilitate in gaining
various segments in the future. There are different approaches that enhance online shopping such
as home delivery, customer service etc.
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In addition to it, it can be recommended that purchasing from loyal marketer enhance
different varieties that is to be fulfilled while providing various aspects in the future. As it is
essential in getting into various segments that are important in gaining larger market share. There
are different tools through which purchasing can be done foe the future course of action. In
present scenario online marketing is covering larger part in selling its product and services into
business. Through this it is helpful in getting into various chances that provide different services
into the market. It is important in providing various segments that are helpful for Marks and
Spencer.
Through online shopping payment will be done as different elements are to be considered
while doing payment as it is safe and secure or other details may not be hacked by other person.
There are different sources through which it is providing segments and getting involved into
market demand that are provided to consumers as it is gaining different segments in the
company. As it is important in providing different perspective as there is possibility in expanding
business for the future. While considering online shopping it is essential in taking risk as
sometimes situation occurred that lead to affect payment mode due to server down so that
provide different perspective for the future.
There are different segments that provide various perspective that will be providing
different perspective in the future course of action. As online shopping is providing various
segments that will be useful for the future. Consumers are more attracted towards online
shopping that facilitate in gaining other sectors that affect business operations. As compared to
earlier segment it is important in gaining different aspect for the future course of action. Online
services is becoming an important part for effective sell into the market. It is recommended that
online shopping facilitate various aspect that affect business operations in the future. This help in
attracting more customers towards shop and provide various segment into the company.
Behaviour of people is changing day by day as change in the environment that take place
in the future. Consumers are the king of market so marketer have to manufacture product based
on consumer demands that help in satisfying it for the future. There are various aspects that will
be taken into consideration and providing them different segments in Marks and Spencer. It is
taken into consideration that through online shopping offline stores not getting disrupted. As it is
important in getting into various sectors that affect purchasing power of consumer. Therefore,
online shopping is more suitable for some consumers who are not concerned regarding price of
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product on the other hand consumers who are price conscious do not purchase online in some or
other ways. Henceforth, online shopping is provided various segments that will be beneficial for
the future. Thus, consumers buying pattern is changing as changes with market trend and through
medium that will facilitate purchasing.
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