Investigating consumer behavior and satisfaction towards online buying - A case study of fashion industry in the UK

This research aims to recognize the factors that influence the behavior of customers towards online shopping for fashion clothing in the UK. The study discusses the concepts and factors of consumer behavior and customer satisfaction and its impact on the use of the online platform for purchasing fashion clothing. The research work will shed light on the factors for improving customer satisfaction and consumer behavior so that they can continue using online platforms for shopping fashion clothing.

Running head: DISSERTATION
Investigating consumer behavior and satisfaction towards online buying - A case study of
fashion industry in the UK
Name of the Student:
Name of the University:
Author’s Note:

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Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study. I
am indebted to my supervisor ……………………. whose guidance, advice and patience have
been immeasurable. My sincere thanks to all members of the…………… [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local Education
Authorities, for the time and help given throughout. Without their participation, this research
would not have been possible. In this context, I am also thankful to them, whose research work
helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or completed!
Your encouragement and support have never faltered; thank you.

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Abstract
Customers are the key resources that the business organizations en-cash for generating profit and
revenue for them. Thus, it is essential for the business organizations to launch products or
services keeping in mind the needs and demands of the customers. This allows the business
organizations to ensure customer satisfaction. The purpose of the research is to recognize the
factors the influences the behavior of the customers thereby, facilitating them to use online
platform for shopping fashion clothing. In addition to, the purpose of the research is to consider
the technological advancements and the advantages gained by the customers due to the use of the
online platform. As a result, the research work will shed light on the factors for improving
customer satisfaction and consumer behavior so that they can continue using online platform for
shopping fashion clothing.
The researcher discusses the concepts and factors of consumer behavior and customer
satisfaction and its impact on the use of the online platform for purchasing fashion clothing. The
researcher has used positivism philosophy, deductive approach and descriptive research design.
In addition to, the researcher has also used primary data collection technique for gathering the
data for the survey research strategy. The researcher for selecting 100 online users of the fashion
clothing has used random probability sampling technique. Out the different factors, it has been
seen that psychological, cultural, social and personal factors has mild association with the
consumer behavior. On the other hand, the factors such as product, convenient shopping and
after sales services has a nearly strong association with the level of customer satisfaction.
Supporting the correlation values, the values of the null hypotheses are also less than 0.05
thereby, highlighting that both consumer behavior and customer satisfaction has an impact on the
online shopping of fashion apparels in the UK.

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Table of Contents
Chapter 1: Introduction..................................................................................................................10
1.0 Overview.........................................................................................................................10
1.1 Background of the research.................................................................................................11
1.2 Background of UK fashion industry....................................................................................12
1.3 Research rationale................................................................................................................12
1.4 Research aim........................................................................................................................13
1.5 Research hypothesis.............................................................................................................13
1.6 Research objectives.............................................................................................................14
1.7 Research questions...............................................................................................................14
1.8 Structure of the research......................................................................................................15
1.9 Purpose of the research........................................................................................................15
1.10 Summary............................................................................................................................16
Chapter 2: Literature review..........................................................................................................17
2.0 Overview..............................................................................................................................17
2.1 Conceptual framework.........................................................................................................17
2.2 Concept of consumer behavior............................................................................................18
2.3 Factors affecting consumer behavior...................................................................................19
2.4 Theories of consumer behavior...........................................................................................20

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2.4.1 Marginal utility theory..................................................................................................20
2.4.2 Ordinal and cardinal approach......................................................................................21
2.4.3 Engel-Blackwell-Miniard model..................................................................................22
2.4.4 Nicosia model of consumer behavior...........................................................................22
2.5 Concept of customer satisfaction.........................................................................................23
2.6 Factors affecting customer satisfaction...............................................................................24
2.7 Model of customer satisfaction............................................................................................25
2.7.1 SERVQUAL model of customer satisfaction...............................................................25
2.8 Background of the fashion industry.....................................................................................27
2.9 Concept of online shopping.................................................................................................28
2.10 Factors influencing consumer behavior towards online shopping....................................29
2.11 Factors influencing customer satisfaction towards online shopping.................................29
2.12 Challenges of online shopping affecting consumer behavior and customer satisfaction. .30
2.13 Summary............................................................................................................................31
Chapter 3: Research methodology.................................................................................................32
3.0 Introduction..........................................................................................................................32
3.1 Research outline...................................................................................................................32
3.2 Research philosophy............................................................................................................33
3.2.1 Rationalizing the application of positivism philosophy...............................................33
3.3 Research approach...............................................................................................................34

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3.3.1 Rationalizing the application of deductive approach....................................................34
3.4 Research design...................................................................................................................35
3.4.1 Rationalizing the application of descriptive design......................................................35
3.5 Research strategy.................................................................................................................36
3.5.1 Rationalizing the application of survey research strategy............................................37
3.6 Sampling technique and sampling size................................................................................37
3.6.1 Rationalizing the application of random probability sampling technique....................38
3.7 Data collection technique....................................................................................................38
3.7.1 Rationalizing the application of primary data collection technique.............................39
3.8 Data analysis technique.......................................................................................................39
3.8.1 Rationalizing the application of quantitative data analysis technique..........................40
3.9 Ethical considerations..........................................................................................................40
3.10 Research limitations...........................................................................................................41
3.11 Summary............................................................................................................................41
Chapter 4: Data Analysis...............................................................................................................43
4.0 Introduction..........................................................................................................................43
4.1 Descriptive analysis.............................................................................................................43
4.2 Inferential analysis...............................................................................................................51
4.2.1 Correlation analysis......................................................................................................51
4.2.2 Regression analysis.......................................................................................................55

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4.3 Summary..............................................................................................................................58
Chapter 5: Conclusion and recommendations...............................................................................59
5.0 Conclusion...........................................................................................................................59
5.1 Linking with objectives.......................................................................................................60
5.2 Recommendations................................................................................................................63
5.3 Future scope of the study.....................................................................................................64
References......................................................................................................................................65
Appendices....................................................................................................................................72
Appendix 1.................................................................................................................................72
Survey questionnaire.............................................................................................................72
Appendix 2.................................................................................................................................78
Frequency tables of Demographic questions.........................................................................78
Appendix 3.................................................................................................................................82
Correlation analysis of factors of consumer behavior...........................................................82
Appendix 4.................................................................................................................................83
Correlation analysis of factors of customer satisfaction........................................................83
Appendix 5.................................................................................................................................84
Correlation analysis of consumer behavior and customer satisfaction on online shopping. .84
Appendix 6.................................................................................................................................85
Regression statistics output....................................................................................................85

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Appendix 7.................................................................................................................................87
Regression statistics output....................................................................................................87
Appendix 8.................................................................................................................................89
Regression statistics output....................................................................................................89

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List of Figures
Figure 1: Conceptual framework...................................................................................................18
Figure 2: SERVQUAL model of customer satisfaction................................................................26
Figure 3: Demographic analysis....................................................................................................45

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List of Tables
Table 1: Correlation values between the factors of consumer behavior and online shopping......52
Table 2: Correlation values between the factors of customers satisfaction and online shopping. 53
Table 3: Correlation values consumer behavior and customers satisfaction on online shopping. 54
Table 4: Testing null hypotheses...................................................................................................56

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Chapter 1: Introduction
1.0 Overview
Customers are the key resources that the business organizations en-cash for generating profit
and revenue for them. Thus, it is essential for the business organizations to launch products or
services keeping in mind the needs and demands of the customers. This allows the business
organizations to ensure customer satisfaction. As commented by Hill and Alexander (2017),
satisfied customers influences consumer buying decision, as they tend to shop or purchase from
the same organization or sector regardless of the available alternatives in the market. However,
keeping in mind the recent technological advancements that has gripped the shopping trends, it is
necessary for the business organizations to use and apply technology for the shopping
experiences of the target customers (Hill and Brierley 2017).
The use of technology is highly favored by the population, as this eases the issues the
customers face while shopping physically. Recently, the majority of the population lives a fast-
paced life (Cantallops and Salvi 2014). Thus, the use of technology for shopping has provided an
opportunity for the customers the option of convenient shopping 24/7. The use of technology for
shopping fashion apparels is a major kick-start for the industry. This is because the customers are
able to access wide range of products without being physically present in the shop thereby,
saving them time and the additional hassles. Thus, the opportunity to shop conveniently for
fashion apparels results influences the behavior of the consumers thereby, affecting customer
satisfaction (Oliver 2014).

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1.1 Background of the research
Online shopping has taken a huge leap since the trend has begun in the UK. Reports
suggest that an estimated 87% of the UK residents have purchased at least one item by using
online shopping in the past 1 year. In addition to, it has also been seen that online shopping of
fashion clothing jumped to 31% by the second half of 2017 whereas it was just 21.3% in 2016
(Ons.gov.uk 2018). This suggests the increased demand and preference of using online platform
for shopping for fashion clothing in the UK. The ease and convenience provided by technology
influences the people to use it to fulfill all their work, especially, shopping. As commented by
Dai, Forsythe and Kwon (2014), the ability to shop according to the convenience of the
customers makes online shopping more preferable. In addition to, other benefits of online
shopping includes the ability of accessing huge range of products without being present
physically, avoiding crowds and free shipping thereby, facilitating customer satisfaction while
using online platform for shopping.
In the UK, as the majority of the population prefers to be trendy, fashion industry is highly
followed and demanded. Over the years, the use of online shopping in the UK has increased due
to the convenience it offers to the customers. Purchasing and wearing fashionable clothing is
highly demanded among the UK population, as they prefer to be trendy and follow the global
fashion trend (Liu, Burns and Hou 2013). The opportunity of shopping fashion clothing online
allows the customers to shop from global brands. Thus, the population in the UK can shop from
eminent fashion brands that are present within and outside the UK. In addition to, considering
the fast-pace life of the population, the opportunity to online for fashion clothing influences the
consumer buying behavior positively. As a result, the customers are highly satisfied as they are

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able to shop fashionable clothing of their favorite brands according to their convenience
regardless of time and place (Al-Debei, Akroush and Ashouri 2015).
1.2 Background of UK fashion industry
The online sales growth in the United Kingdom has reached to 31% by the second half of
2017. This shows that the figures have risen by 16% since 2015 (Ons.gov.uk 2018). In addition
to, it has also been seen that majority of the population in the UK prefers to shop electronic items
by using online platform that is followed by purchasing of books. An estimated 63% of the UK
population prefers to use online platform for shopping fashion clothing. However, on the
contrary, the UK population does not prefer to purchase office supplies, household items,
packaged goods and groceries by using through online platform.
1.3 Research rationale
What is the issue?
Shopping from the stores makes the customers wait for long hours in the store. Though
the customers are able to ensure the quality of the product, waiting in the queue for long hours
leads to customer dissatisfaction (Freathy and Calderwood 2013).
Why is it an issue?
It is an issue because unable to fulfill the needs of the customers' results in customer
dissatisfaction. Customer dissatisfaction thereby affects the buying behavior and affects the
decision of the customers to go in terms of sopping (Masoud 2013).
Why is it an issue now?

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Lack of customer satisfaction is an issue now because this results in loss of customers
and business thereby, losing competitive advantage in the market. Unable to satisfy the
customers' results in loss of business thereby, resulting in minimizing of organizational profit
and revenue (Wu 2013).
What this research sheds light on?
The research sheds light on factors for improving the customer satisfaction by influencing
the consumer behavior and facilitating them for using online platform for shopping fashion
clothing. As a result, the business organizations will be able to improve the business approaches
and attract more customers. In addition to, the research will also shed light on strategies for
improving customer satisfaction by using consumer behavior attributes.
1.4 Research aim
The aim of the research is to investigate the impact of consumer behavior and customer
satisfaction towards online buying. Thus, the primary aim of the research is to recognize the
factors that influence the behavior of the customers thereby, motivating them to use online
shopping websites for purchasing their fashion clothing. In addition to, the research also aims
towards identifying the customer satisfaction factors thereby, facilitating them to shop online
again.
1.5 Research hypothesis
The research hypothesis includes:
Hypothesis 1
H0: Psychological, cultural, personal and social factors has no impact on consumer behavior

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H1: Psychological, cultural, personal and social factors has an impact on consumer behavior
Hypothesis 2
H0: Product, convenient shopping and after sales service has no impact on customer satisfaction
H1: Product, convenient shopping and after sales service has an impact on customer satisfaction
Hypothesis 3
H0: Consumer behavior and customer satisfaction has no impact on online shopping
H1: Consumer behavior and customer satisfaction has an impact on online shopping
1.6 Research objectives
The research objectives include:
 To recognize the advantages of using online websites for shopping fashion clothing
 To evaluate the factors that can promote customer behavior in order to use the online
website for shopping fashion apparels
 To investigate the factors that influence customer satisfaction while conducting online
shopping for fashion clothing
 To provide suitable recommendations for improving customer satisfaction by using
consumer behavior attributes
1.7 Research questions
The research questions include:
 What are the advantages of using online websites for shopping fashion clothing?

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 What are the factors that can promote customer behavior in order to use the online
website for shopping fashion apparels?
 What are the factors that influence customer satisfaction while conducting online
shopping for fashion clothing?
 What are the suitable recommendations for improving customer satisfaction by using
consumer behavior attributes?
1.8 Structure of the research
The structure of the research is divided into five chapters namely introduction, literature
review, research methodology, data analysis, conclusion and recommendations. The introductory
chapter sheds light on the background of the research and formulates the research aim and
objectives based on which the research hypothesis is developed. The literature review chapter
highlights detailed information and data about the two variables of the research thereby,
providing a deeper understanding of the research work. The research methodology states the
different methodological tools along with the justification of the specific tools for carrying on the
research. Data analysis chapter analyzes the collected data followed by a conclusion and suitable
recommendations.
1.9 Purpose of the research
The purpose of the research is to recognize the factors the influences the behavior of the
customers thereby, facilitating them to use online platform for shopping fashion clothing. In
addition to, the purpose of the research is to consider the technological advancements and the
advantages gained by the customers due to the use of the online platform. As a result, the
research work will shed light on the factors for improving customer satisfaction and consumer
behavior so that they can continue using online platform for shopping fashion clothing.

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1.10 Summary
Thus, in this chapter, it can be concluded that it is essential for the business organizations
to ensure customer satisfaction, as this eventually influences the consumer behavior attributes.
Considering the fast pace life of the customers, it is important for the marketers to include the
technological advancements into the shopping experience of the customers. This allowed the
business organizations to eradicate the dissatisfactory factors while shopping. Additionally,
including the benefits of the online platform for shopping helped the marketers to attract more
customers by improving their business strategies. Thus, the entire research will be conducted by
considering the information provided in the chapter and aiming towards fulfilling the research
aim, objectives and hypothesis.

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Chapter 2: Literature review
2.0 Overview
In this chapter, the researcher sheds light on the different detailed information and data of
both the independent and dependent variables. This provides an opportunity for the researcher to
allow the readers to develop a deeper understanding of the different variables thereby, making
the research work more authentic. In this chapter, the researcher discusses the concepts and
factors of consumer behavior and customer satisfaction and its impact on the use of the online
platform for purchasing fashion clothing. The chapter also talks about the industry or the market
sector that research is talking about thereby, analyzing the impact of consumer behavior and
customer satisfaction towards online buying of fashion clothing.

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Psychological
Cultural
Personal
Social
Consumer behavior
Customer satisfaction
Online buying
Quality of the product
Convenient shopping
After sales service
2.1 Conceptual framework
Figure 1: Conceptual framework
(Source: Created by Author)
2.2 Concept of consumer behavior
Consumer behavior deals with studying the behavior of the individuals or groups of
people along with the activities related to them in terms of purchase, use and disposing of the
goods or the products. As commented by Solomon et al. (2014), the concept of consumer
behavior highlights the attitude and belief of the customers and analyze when, why and how they
decide to buy or not to buy a product. Thus, the consumer behavior aims towards understanding
the decision making the process of the consumers. However, as argued by Goh, Heng and Lin

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(2013), the concept of consumer behavior is directly related to customer satisfaction, as customer
satisfaction influences the buying decision of the customers positively.
In addition to, the consumer behavior is also defined as the decision process and actions
of the customers involved in the buying and using the particular product. As a result, the
principle activities of consumer behavior include obtaining, consuming and disposing of the
products or the services. The consumer behavior provides an opportunity for the marketer to
know the demand and needs of the target customers. As a result, the business organizations are
able to recognize the needs and provide similar services to the customers thereby, influencing
their behavior (Cantallops and Salvi 2014).
As mentioned by Zsoka et al. (2013), in the general scenario, the behavior of the
consumers is considered as everything in the life of the consumers in respect to their
consumption in goods and services. All the behaviors of the consumer are linked with their
consumption. The behavior of the consumers includes their feeling, thought and action that is
highly reflected in their motive, sensation and decision. The link between consumer behavior and
consumer behavior is the role of consumer in terms of their human nature. However, as argued
by Xiang, Magnini and Fesenmaier (2015), specific type of human actions highlights consumer
behavior that represents the nature of purchasing products and services form the particular
business organizations. In addition to, consumer behavior is also defined as the process by which
the individuals decide what, whether, where, how, when and from whom to purchase services
and goods that fulfills their needs and demands.

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2.3 Factors affecting consumer behavior
The main factors affecting the consumer behavior are cultural, psychological, personal
and social. As commented by (Zsoka et al. 2013), personal attitudes, habits, needs and beliefs
affect the buying, using and disposing of the decision of a particular product for the customers.
For instance, the age, financial condition, lifestyle, personality and living standard are the major
personal factors that affect the buying decision of the customers. However, on the contrary, the
cultural factors also affect the buying decision of the consumers. The cultural factors include the
social environment and the social classes the consumers belong to. This is because the
upbringing and habit of the individuals are highly influenced by the culture and social class they
have been brought up over the years.
The social factors that affect the buying decision of the consumers are the groups and the
reference groups the individual consumers belong to. As commented by Xiang, Magnini and
Fesenmaier (2015), the family of the individual customers highly influences the buying decision.
This is because the individuals tend to develop habits and behaviors while living with the family
over the years. Psychological factors such as motivation and perception of the customers affect
the consumer behavior.
The psychological factors are considered as internal influences that has an impact on the
behavior of the consumers. As commented by Gajjar (2013), the perception, motives,
personality, emotions and memory are the major factors that influence the psychology of the
consumers thereby, determining their purchasing decision of the customers. It can be said that
perception plays a crucial role in processing the information of the consumers thereby, having an
impact on the decision making process. The processing of information for the consumers is
initiated by the attention and exposure of them towards the marketing of the business

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organizations. The different types of exposure that affects the psychological aspect of the
consumer behavior are selective exposure and media exposure. In addition to, the marketing
campaigns, economic condition and purchasing power also affects consumer behavior (Font-i-
Furnols and Guerrero 2014).
2.4 Theories of consumer behavior
2.4.1 Marginal utility theory
The Marginal utility theory highlights the psychology of the customers in terms of their
financial spending capacity and its impact on the behavior. As commented by Kauder (2015), the
concept marginal utility theory highlights the ability of the customers to spend money on the
products or services they purchase for fulfilling the needs and demands. According to this theory,
the customers aim towards achieving satisfaction after spending money on the product they buy
for fulfilling their needs and demands. In addition to, the concept of the theory also sheds light
on the diminishing the marginal utility stating that the preferences and taste of the customers
remain constant. This is because it is assumed that the income of the customers hardly changes in
a way that the financial capacity of the customers differs largely. However, as criticized by
Becker (2013), continuous use of similar product and service tend to diminish the desire of
buying the product with time. This is because the consumer tends to lose the fun and excitement
they used to have while using the product and get bored easily. Thus, it is essential for the
business organizations to develop and implement strategies that include minimal use of inventory
thereby, influencing the intention of the consumers of using the products more.
The consumer buying behavior of the customers is highly influenced by their financial
standard. It has been seen the customers tend to spend according to their financial and economic

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condition whether they are purchasing by using online platform or being present physically in the
store. When the customers use the online platform for purchasing the desired products, they tend
to consider their financial status (Kauder 2015). For instance, the consumers with an average
income look for products with medium price range while using online platform for shopping.
Thus, when the customers get wide access of products of their range in the online platform, it
tends to influence their level of satisfaction. Satisfied customers prefer to use the same online
platform for shopping, as they know they will get products that suit their financial condition.
2.4.2 Ordinal and cardinal approach
The ordinal and cardinal approach of consumer behavior states the influence of human
nature on their buying decision. As commented by Moscati (2013), the concept of ordinal and
cardinal approach highlights the nature of the individuals that enforce them to compare the
quality, price and facility that is provided by a particular business organization in comparison to
the rest of the business organization in the market. The ordinal and cardinal approaches of the
consumer behavior are two methods that facilitate comparison of the two products from two
different business organizations. The ordinal approach sheds light on the decision of the
customer by measuring the effectiveness of the products or services according to the preferences
of the users. However, on the contrary, in the case of cardinal utility the consumers tend to
consider the maximum utility of the product or the services. The ordinal approach is regarded as
a qualitative measure as it cannot be measured whereas cardinal approach is regarded as a
quantitative measure as it can be measured (McFadden 2014). Thus, both ordinal and cardinal
can be used for determining the consumer behavior thereby, analyzing the buying decisions.

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2.4.3 Engel-Blackwell-Miniard model
The Engel-Blackwell-Miniard model (EBM) highlights the five major factors or activities
that influence the consumer decision-making process due to their purchasing behavior. The five
activities include searching of information, problem-solving, alternative evaluation, purchase and
outcome. As commented by Arimbawa, Mayestino and Muhtadi (2015), the EBM model has
four sections that includes information output, information processing, decision process and
variables that influences the decision-making process. The EBM model of consumer behavior
mainly studies the EPS and the LPS modes of operations. According to this consumer behavior
model, EPS states higher level of risk in terms of involvement and risk. The risk and
involvement are higher as the consumers may quit or keep on purchasing from the same
organization. Thus, customer satisfaction is the key factor that ensures future purchase of the
product by influencing their behavior. On the other hand, LPS represent customers that are not
loyal to the organization. The EBM model emphasizes on the involvement of the consumers by
analyzing the number of stages the consumer go before purchasing a particular product (Gupta
and Gulati 2014).
2.4.4 Nicosia model of consumer behavior
Nicosia model of consumer behavior is one of the oldest models that highlights the
decision-making process of the consumers before purchasing product from a particular business
organization or through a particular platform. As commented by Jisana (2014), the concept of
Nicosia model of consumer behavior highlights that the customer seek to fulfill their particular
goals without any prior relationship or interaction between the company and the customers.
Thus, according to the model, there is no relationship between the company and the consumers.
The company undertakes the initiative in terms of communication thereby, influencing the

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buying decision of the consumers. The four major elements of this consumer behavior model are
the communication process of the company and the psychological aspects of the customers,
behavior of the consumers while searching and analyzing the available choice, consumers
provoked act of purchase and consumers’ storage or use of the product (Wind, Thomas and
Sheth 2014). Failure of the company to communicate with the customers affects the consumer
behavior and customer satisfaction while purchasing.
2.5 Concept of customer satisfaction
It is essential for the business organizations to ensure customer satisfaction, as this helps
in influencing the consumer buying decision positively. As commented by Okumus and Genc
(2013), the concept of customer satisfaction highlights the ability of the business organizations to
meet or surpass the expectation of the customers in terms of the products or services provided to
them. Thus, customer satisfaction is important as this provides an opportunity for the business
organizations with a metric that can be used by them for managing and enhancing their business.
However, as argued by Vega-Vazquez, Ángeles Revilla-Camacho, and Cossío-Silva (2013),
customer satisfaction acts as a leading indicator that determines the consumer loyalty and
purchase decisions. The business organizations collect the customer satisfaction data in order to
know the perception of the customers regarding the products or services offered by them.
The business organizations are able to achieve customer satisfaction when they are able
to fulfill the needs, demands, expectation and desires of the customers better than the rest of the
organizations in the market. It is important for the business organizations to achieve customer
satisfaction because the business organizations are able to build a loyal customer base thereby,
influencing the consumer behavior positively.

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Fulfilling the needs and demands of the customers’ is essential for the business
organizations. This is because customers tend to shop when they need it or when they like
something. Thus, it is the duty of the business organizations in particular sectors to give the
customers what they need as well as sale products that they like it (Okumus and Genc 2013).
When the customers get products that fulfill their need and desires, it tends to develop a sense of
satisfaction among them. Selling the products that the customers need and desire provides an
opportunity for the business organizations to meet the expectation of the customers as well as
aim towards surpassing them. Ensuring customer satisfaction also provides an opportunity for
the business organizations to build a strong and healthy relationship with the customers thereby,
maintaining long-term relationship. Building customer satisfaction is important as this
guarantees the customer base (Rego, Morgan and Fornell 2013).
2.6 Factors affecting customer satisfaction
Different factors influence customer satisfaction that the business organizations need to
achieve thereby, influencing the consumer buying decision positively. As commented by Chavan
and Ahmad (2013), the quality of the product or service is one of the major factors that
determine customer satisfaction. This is because the customers expect the get the best product or
the service after they pay the price asked by the business organization. Thus, the business
organizations need to ensure that they provide the best quality service or product to the
customers thereby, affecting the consumer behavior positively. However, as argued by Liu and
Zhang (2014), other than the quality of the product, convenient shopping affects customer
satisfaction more. This is because the customer feels valued and saves time for shopping if the
business organizations offer facilities such as free home-delivery, accessing a wide range of
products at the fingertip and 24*7 shopping.

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On the other hand, the after sales service provided by the business organization also
affects customer satisfaction. Communicating with the customers at a regular basis, attending
their queries without delay and keeping them updated with latest promotions and offers makes
the customers important and valued for the business organization thereby, influencing their
buying behavior positively.
2.7 Model of customer satisfaction
2.7.1 SERVQUAL model of customer satisfaction
SERVQUAL is one of the best quality customer service model that help in understanding
the concept of customer satisfaction in terms of quality of products and the significance of
achieving it. As mentioned by Ali and Raza (2017), the concept of SERVQUAL model aim
towards measuring the quality of the service or product provided by the business organization for
achieving customer satisfaction. The main components of SERVQUAL model are tangibles,
reliability, responsiveness, assurance and empathy.
Tangibles: Tangible highlights the physical product or service provided by the business
organization to the target customers. These include the appearance of the physical facilities,
equipment, personnel and communication materials.
Reliability: This highlights the ability of the business organizations to perform the promised
service accurately and dependably towards the target customers. This sheds light on the faith the
customers have on the products or services provided by the business organizations (Amin et al.
2013).
Responsiveness: This highlights the willingness of the business organizations to help the
customers. The employees are the ones representing the company in front of the customers and

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sell the products. Thus, the employees have to be responsive in order to ensure customer
satisfaction.
Empathy: The empathetic factor of the model highlights the caring nature of the business
organization towards the customers thereby, making them feel valued.
Assurance: This highlights the trust and confidence the customers develop in the business
organization due to the service provided to them (Subramanian et al. 2014).
Figure 2: SERVQUAL model of customer satisfaction
(Source: Li, Ye and Law 2013)
According to the model, it can be said that the business organizations need to focus on
the quality of the product they launch and sale to the customers. This is because the consumer
behavior and customer satisfaction is highly influenced by the quality of the product sold by the
business organizations. Once the customers are assured by the quality of the product, they tend to
develop satisfaction and return to the same organization for purchasing similar products.
2.8 Background of the fashion industry
The fashion industry is the most trending industry sector in the recent years. Due to the
popular trend of buying and using fashion apparels, the countries have seen an increased number
SERVQUAL
model
Tangibles Reliability Empathy Assurance Responsiveness

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of fashion companies. Additionally, in order to cope up with the extensive competition in the
market, the existing fashion companies have opened more branches or outlets globally. For
instance, Arcadia Group Ltd. is one of the leading fashion companies dealing with clothing,
accessories and shoes. It has been seen that the company has employed over 22,000 people and
opened more than 2,500 outlets in the UK (Arcadiagroup.co.uk 2018). However, failure to keep
up with the online facilities and including technological advancements results in the loss of
business and customers for the fashion industry. The fashion business organizations that have
been able to incorporate technological advancements and ensure friendly online shopping
website has been able to maximize the sales largely. Though the demand of the fashion industry
is increasing, the shopping facilities provided by the companies are not satisfying the customers,
as the companies are unable to incorporate the technological advancements.
The biggest fashion companies in the UK are Burberry with a net worth of £10 billion,
Next Plc with a net worth of £7.16 billion, Mark & Spencer with a net worth of £6.18 billion
dollar and ASOS with a net worth of £6.18 billion. The fashion industry of UK accounts up to
6% of the UK’s market that is equal to £66 billion. The UK fashion industry contributes £28
billion directly to the economy of the country that increased from £26 billion in 2013. In 2016,
the sales of women fashion apparels increased by 1.3% to £27.5 billion and are expected to reach
£28.77 billion by 2021. In terms of online shopping of fashion apparels, the figures rose by 16%
to £12.4 billion in 2015 from £10.7 billion in 2014. In addition, the value of web-based fashion
apparels is £9 billion that is expected to grow to £11 billion (Ons.gov.uk 2018).
2.9 Concept of online shopping
This era of business is highly dominated by the technological advancements that have
influenced the marketing and shopping. As commented by Hsu, Chuan-Chuan Lin and Chiang

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(2013), due to the competition faced by the business organizations in the competitive market, the
use of online shopping is incorporated as one of the major business strategy. Online shopping
provides an opportunity for the business organizations to attract customers and sell products to
the customers around the globe. Online shopping is a electronic practice that provides an
opportunity for the customers to order goods and products by clicking them on the website page.
Online shopping is the approach undertaken and incorporated by the business organizations in
order to sustain in the competitive market. As mentioned by Hus, Chuang and Hsu (2014), the
concept of online shopping is based on flexible timing as well as it can be accessed from
anywhere in the world. Online shopping allows the customers to access several shopping
websites at once by comparing them with the rest available alternatives in the market.
The concept of online shopping was incorporated by the business organizations in order
to ease the shopping experience for the customers thereby, attracting them. Providing the facility
of online shopping was a business strategy undertaken by the business organizations in order to
increase the customer base by including both national and international customers. The use of
online platform for shopping provides an opportunity for the customers to shop regardless of the
time and place and according to the convenience (Jiang, Yang and Jun 2013). In addition to, the
customers are also able to access products or service of different companies and compare their
prices before making any purchase that was not possible through virtual shopping.
2.10 Factors influencing consumer behavior towards online shopping
The benefits of online shopping have influenced the consumer behavior thereby,
influencing their buying attitudes positively. The factors influencing consumer behavior includes
easy and convenient shopping, access to huge collection, free delivery and shipping.

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Convenient shopping: Online shopping provides an opportunity for the customers to shop easily
and according to their convenience. Considering the fast pace life of the customers, online
shopping allows the customers to shop from anywhere and anytime thereby, saving them from
being present physically and shop. Online shopping saves the customers from standing in the
queue thereby, saving them the hassle (Fall Diallo et al. 2013).
Accessing huge collection: Online shopping provides an opportunity for the customers to access
huge collection and compare all the alternatives in the market without being physically present in
the stores. As a result, customers can investigate several online websites and select the product
before buying. For instance, the customers can select the color, fabric, design and price from
several online fashion websites before purchasing (Faqih 2013).
Free delivery and shipping: Online shopping also provides an opportunity for the customers to
free ship them products they buy or purchase. This saves the customers the hassle of being
present and collecting the goods personally (Kacen, Hess and Chiang 2013).
2.11 Factors influencing customer satisfaction towards online shopping
The factors influencing customers satisfaction towards online shopping includes:
Delivery within one or two days: Free shipping ensures customer satisfaction. Nevertheless,
unable to get the product delivered on time results in customer dissatisfaction. Thus, some of the
online websites allows the customers the facility of delivering the goods within one or two days
thereby, ensuring customer satisfaction (Pratminingsih, Lipuringtyas and Rimenta 2013).
Tracking facility: The ability and facility to track the status of their product in terms of the
current location helps in generating higher level of customer satisfaction (O Pappas et al. 2014).

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Gift coupons and discounts: As commented by Ludin and Cheng (2014), the customers prefer to
be recognized for their loyalty towards the business organization. The loyalty of the customers is
determined by analyzing the number the times the customers return to the same online shop.
These aspects can be evaluated by offering discounts coupons on the next purchase or providing
reward points thereby, ensuring customer satisfaction.
2.12 Challenges of online shopping affecting consumer behavior and customer satisfaction
With the benefits of online shopping, come the potential challenges of online shopping.
These include secured payment gateway, increased website traffic, last minute promotions and
quality of the products. As commented by Jiang, Yang and Jun (2013), securing the payment
gateway for the customers is often a major challenge for the online shoppers. The card details of
the customers are often hacked thereby, resulting in the loss of money. Financial stress on the
customers restricts them from using the online platform for shopping. However, as argued by
Kuo, Hu and Yang (2013), online shopping results in increased web traffic that frustrates the
customers. Waiting for long hours on the website is challenging for the customers. In addition to,
the quality of the product is also a major challenge for the customers. At certain instances, the
customers are unhappy and dissatisfied with the quality of the product received by them. The
customers feel being cheated as the online shopping platform fails to deliver the quality promised
by them. In addition to, the quality of the online products affects the consumer behavior and the
customer satisfaction. This is because some of the customers feel that the quality of the product
portrayed in the online platform is deceiving when the products are actually delivered.
2.13 Summary
In this chapter, it can be concluded that consumer behavior and customer satisfaction
influences the online buying behavior of the customers while purchasing fashion clothing. The

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benefits of the online platform for shopping fashion clothing influences consumer behavior and
the level of customer satisfaction. As discussed, it can be seen that the use of online platform for
shopping fashion clothing provides several opportunities for the customers such as convenient
shopping, free shipping, tracking facilities and accessing huge collections without being
physically present in the store. This saves time and hassle encountered by the customers when
they shop from the stores.

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Chapter 3: Research methodology
3.0 Introduction
This chapter introduces the different methodological tools that can be used in order to
conduct and complete the research successfully. This chapter defines each of the research
methodologies thereby, highlighting the principle characteristics. In addition to, the researcher
explains with reason of electing the particular research method thereby, justifying the
application. The successful completion of the research is dependent on the application of
appropriate research methodologies. In addition to, the researcher also mentions the ethics that
has to be followed while carrying out the research work successfully. Furthermore, the
researcher also mentions the potential research limitations that has been encountered while
conducting the research thereby, compromising the quality of the work to a certain extent.
3.1 Research outline
The successful completion of the research is based on the application of suitable research
methodologies. In the case of this research, based on the research aim, objectives and hypothesis,
the researcher has used positivism philosophy, deductive approach and descriptive research
design. In addition to, the researcher has also used primary data collection technique for
gathering the data for the survey research strategy. The researcher for selecting 100 online users
of the fashion clothing has used random probability sampling technique. The use of the
aforementioned methodological tools has been justified, as this provided an opportunity for the
researcher fulfill the research aim and objectives as well as proves the research hypothesis. The
researcher has also rationalized the application of selected research methodology for completing

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the work successfully along with abiding by the research ethics and addressing the accessibility
issues while carrying out the research.
3.2 Research philosophy
The concept of research philosophy defines the method of collecting data for the research
work. Realism, positivism and interpretivism are the three different types of research
philosophies that are used for collecting data. As commented by Neuman (2014), positivism
philosophy is a highly structured research philosophy that can consider large sample size. In
addition to, the positivism philosophy provides an opportunity for the researcher to apply a
scientific approach for analyzing the data that ensures data accuracy and validity. On the other
hand, in the case of interpretivism philosophy, the sample size that can be considered is small
and mainly focuses to believe the general people in terms of the research topic (Taylor, Bogdan
and DeVault 2015). Realism philosophy consists the characteristics of both positivism and
interpretivism philosophy thereby, making the philosophy complicated.
3.2.1 Rationalizing the application of positivism philosophy
Positivism philosophy has been used for this research. The application of positivism
philosophy is justified, as this is the most appropriate philosophy for collecting quantitative data
(Nueman 2013). In addition to, the research aim towards investigating the consumer behavior
and customer satisfaction factors that facilitate their desire to use online platform for shopping
fashion apparels. Thus, the use of positivism philosophy allowed the researcher to take into
account the response of the online customers for addressing the research objectives. The use of
positivism philosophy has provided an opportunity for the researcher to use a scientific approach
for considering the consumer behavior and customer satisfaction towards online buying of
shopping apparels. The use of scientific approach has also helped the researcher to ensure data

35DISSERTATION
accuracy by taking in to account the responses for the online survey appropriately (Taylor,
Bogdan and DeVault 2015). Taking in to account the exact numbers in terms of the responses of
the customers also provided an opportunity for the researcher to verify and validate the data that
has been collected from the respondents. Selecting other philosophies than positivism would
have compromised the quality of the research.
3.3 Research approach
The use of appropriate research approach allows the researcher to validate the research
hypothesis. Both inductive and deductive approach can be used for validating the research
hypothesis. As mentioned by Mackey and Gass (2013), the concept of inductive approach aim
towards evolving new theories and concepts according to the obtained observations and the data
collected. As a result, the data are collected before followed by the development of new theories
and concepts. Developing new theories and concepts based on the collected data and the
observation shifts the concentration of the researcher from fulfilling the research aim and
objectives. On the other hand, the use of deductive approach allows the researcher to validate the
research hypothesis according to the literature review and the collected data (Vaioleti 2016). As
a result, the researcher is able to align the observations made and the collected data with existing
theories and concepts.
3.3.1 Rationalizing the application of deductive approach
Deductive approach has been used for this research. This is because the use of deductive
approach allowed the researcher to validate the two hypotheses that have been formulated and
investigate the impact of online shopping on consumer behavior and customer satisfaction
(Mackey and Gass 2015). Both literature review and the survey allowed validating the
formulated research hypothesis. Thus, deductive approach is the most appropriate one for this

36DISSERTATION
research. In addition to, the use deductive approach has provided an opportunity for the
researcher to refer to previously existing literatures that has relevant theories and concepts. As a
result, the researcher has been able to support own judgments with relevant data and information.
The use of previously existing data and information allowed the researcher to develop a deeper
understanding about consumer behavior and customer satisfaction in terms of using online
platform for shopping (Lewis 2015). As the result, the researcher is able to prove the formulated
hypothesis whether consumer behavior has an impact or not on online shopping and whether
customer satisfaction has an impact or not on online shopping by using relevant information by
referring to already existing theories and concepts. Moreover, the use of deductive approach
prevents incorrect use of information and data.
3.4 Research design
The use of research strategy provides an opportunity for the researcher to answer the
research questions that has been developed based on the research aim and objectives. Research
designs are mainly of three types, namely descriptive, explanatory and exploratory research
designs. As commented by Flick (2015), the use of exploratory research design allows the
researcher to explore concepts and new ideas relevant to the research questions. On the other
hand, the use of explanatory research design provides an opportunity for the researcher to
explain the factors that are present in the research with relevant information and supporting the
presence. Descriptive research design consist the combine characteristics of explanatory and
exploratory research designs (Panneerselvam 2014). Thus, the use of descriptive design allows
the researcher to explore new ideas and concepts as well as explain the presence of the specific
phenomenon in the research work.

37DISSERTATION
3.4.1 Rationalizing the application of descriptive design
Descriptive design has been used in this work. The application of descriptive design is
justified as this allows the researcher to verify the insights and aid of the research in a well-
defined manner thereby, deducing the research conclusion in a more rigid way. As a result, the
researcher is able to investigate the impact of consumer behavior and customer satisfaction for
using online platform for shopping fashion clothing. As descriptive design has both the
characteristics of explanatory and exploratory research design, the use of this design provides an
opportunity for the researcher to explore the concepts of consumer behavior, customer
satisfaction and the use of online platform for shopping (Silverman 2016). As a result, the
researcher is able to a deeper understanding of the chosen variables and determining the impact
of consumer behavior and customer satisfaction on online shopping of fashion apparels. On the
other hand, the use of descriptive research design also allowed the researcher to explain the
various factors that influences consumer behavior and customer satisfaction. Thus, as both the
concepts and the factors of selected variables are described in detail, the use of descriptive
research design is justified (Flick 2015).
3.5 Research strategy
Action research, survey, interview and case study are the most used research strategies
while carrying out a research. In the case of case study research strategy, the researcher refers to
the already existing kinds of literatures in order to support the arguments of the data and
information presented in the research work (Neuman and Robson 2014). The use of case study
research strategy is widely used, as this provides an opportunity for the researcher refer to
secondary data and information that up lifts the quality of the work. The use of various facts,
figures and statistics and analyzing them is possible by using case study research strategy. On the

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other hand, the action research strategy provides an opportunity for the researcher to identify and
find the issues in the research. As a result, the researcher is able to provide suitable
recommendations in order to mitigate the issues in terms of the research topic. In the case of
interview research strategy, the researcher is able to communicate with the respondents directly
and know their viewpoints and perspectives regarding the research aim and objectives. In
addition to, the survey research strategy allows the researcher to gather data from an entire
population (Ledford and Gast 2014). The use of survey research strategy provides an opportunity
to gather data at a larger scale thereby, reducing the chances of error and biasness. As a result,
the researcher is able to consider the recent viewpoints and perspectives from a wider population.
3.5.1 Rationalizing the application of survey research strategy
Survey research strategy has been used for this research. The application of survey
research strategy has been justified, as this allowed the researcher to collect data from the
customers who uses the online platform for shopping fashion clothing (Panneerselvam 2014). As
a result, the researcher is able to investigate the impact of consumer behavior and customer
satisfaction on online shopping in the UK. The use of survey research strategy is useful in this
case, as the researcher has been able to gather data from customers who uses online platform for
shopping fashion apparels. As the use of online platform is a recent trend that has been followed
by the customers, the use of survey has allowed the researcher to collect data from recent
population that has been using online shopping and analyze the impact of consumer behavior and
customer satisfaction on it (Neuman and Robson 2014). In addition to, the use of survey has
allowed the researcher to gather data from wider population thereby, mitigating biasness.

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3.6 Sampling technique and sampling size
Out of the various sampling techniques that have been used for selecting the sample for
the data collection technique, random probability sampling technique and non-probability
sampling technique are mostly used. As commented by Bauer (2014), the concept of random
probability sampling technique sheds light on the ability of the researcher to collect data from a
large population. As a result, all the participants in the selected population have equal chances of
being selected for the data collection technique. On the other hand, in the case of non-probability
sampling technique, the researcher selects the participants individually by judging their
suitability in terms of the research topic, aim and objectives. The quality of the research work is
enhanced in the case of non-probability sampling technique (Roberts 2013).
3.6.1 Rationalizing the application of random probability sampling technique
Random probability sampling technique has been used for this research. In the case of
this research, the researcher has selected 100 online customers of the fashion clothing in the UK
in order to investigate the impact of consumer behavior and customer satisfaction on online
shopping (Ledford and Gast 2018). The population of UK for purchasing fashion apparels has
used the online platform extensively. Thus, the use of random probability sampling technique
has provided an opportunity for the researcher to consider the entire population of the customers
that uses online platform for shopping for their fashion apparels. As a result, the researcher has
provided equal chances for all the online customers to share their viewpoints and perspectives
and analyze the impact of consumer behavior and customer satisfaction on the use of online
platform for shopping fashion apparels in the UK.

40DISSERTATION
3.7 Data collection technique
As mentioned by Gale et al. (2013), both primary and secondary data collection
techniques are used by the researcher while collecting data for the research work. In the case of
primary data collection technique, the data are collected from the participants of the research
directly. On the other hand, the secondary data collection technique highlights the use of
secondary resources such as books, journals, official websites and other internet facilities. The
primary data collection technique is divided into qualitative and quantitative techniques. Primary
quantitative data collection technique takes into account the quantity or a large number of
samples whereas the primary qualitative data collection method considers the quality of the data
rather than focusing on the numbers (Alvesson and Skoldberg 2017).
3.7.1 Rationalizing the application of primary data collection technique
The researcher has used primary data collection technique. The application of primary
quantitative data collection technique is appropriate, as this allowed the researcher to collect data
from the online customers of fashion clothing in the UK thereby, investigating the impact of
consumer behavior and customer satisfaction (Bauer 2014). The use of primary data collection
technique is justified as the researcher is able to consider the perspectives of the online
customers by the questionnaire provided to them. The questionnaires provided to the online
customers are designed in a way that it has both demographic and objective related questions.
The demographic questions allowed the researcher to determine the section of people that uses
online platform for shopping fashion apparels. On the other hand, the use of objective related
questions in the questionnaire is justified as this allowed the researcher to fulfill the research aim
and objectives thereby, fulfilling the purpose of the research work (Choy 2014).

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3.8 Data analysis technique
The data analysis can be done by using both qualitative and quantitative technique. In the
case of qualitative data analysis technique, the researcher focuses on the quality of the data and is
depicted by analyzing the transcript. On the other hand, in the case of quantitative data analysis
technique the researcher emphasizes on the quantity of the data. The data collected has to be
analyzed using appropriate data analysis techniques. The data collected can be analyzed by
considering the numerical values that are presented by using bars, charts, graphs and pie charts.
In addition to, Statistical Package for the Social Sciences (SPSS) can also be used for analyzing
the data (McCusker and Gunaydin 2015). The use of scientific and statistical approach helps in
enhancing the data analysis thereby, ensuring data accuracy. On the other hand, considering the
theoretical aspects for analyzing the response provided by the participants is another method of
analyzing the data.
3.8.1 Rationalizing the application of quantitative data analysis technique
Quantitative data analysis technique is justified for this research, as the researcher is able
to take in to account the numbers of the respondents thereby, emphasizing on the quantity of the
respondents rather than the quality (Gale et al. 2013). Emphasizing on the quantity has allowed
the researcher to consider the viewpoints and perspectives of the customers in the UK that uses
online platform for shopping fashion apparels. Statistical tools that provide data accuracy and
validity have further analyzed the quantitative data. Statistical Package for the Social Sciences
(SPSS) has been used for this research. As a result, the researcher has been able to consider 150
online consumers of fashion clothing and investigate the impact of consumer behavior and
customer satisfaction.

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3.9 Ethical considerations
It is important for the researcher to abide by the ethics in order to complete the research
work successfully. One of the most important research ethics includes keeping the data and the
identity of the respondent confidential. Ensuring data confidentiality is of utmost significant and
the researcher is strictly prohibited to disclose the relevant information without the consent of the
respondents (Wiek and Lang 2016). In addition to, the researcher has to ensure that the
respondents participate in the data collection process willingly. Forcing the respondents to be a
part of the data collection process is against the research ethics. Signing the consent form ensures
that the respondents have participated in the data collection process willingly. The researcher has
to ensure that the collected data is strictly used for academic purposes. Using the collected data
for other commercial purposes is against the ethical considerations of conducting the research.
Moreover, the researcher has to collect the data from authentic resources thereby, ensuring data
validity and data relevancy (Sahu 2016).
3.10 Research limitations
While carrying out the research, the researcher has encountered some limitations that has
hampered the quality of the work as well as restricted the vastness of the research work. The
researcher has mainly considered primary data for carrying on this research work. Thus, not
using the secondary data collection technique completely resulted in not considering the
theoretical perspectives in terms of the research topic (Velte and Stawinoga 2017). In addition to,
the researcher solely focused on the online shopping behavior for the fashion clothing thereby,
highlighting only a single industry. Thus, this work cannot be used or used as secondary resource
in order to analyze the online shopping attitude for other industries. Moreover, the use of close-
ended questions for gathering the data has restricted the respondents to share their views

43DISSERTATION
completely. As a result, the respondents had to select from the options provided to the rather than
sharing their actual viewpoints and perspectives (Lefcourt 2013).
3.11 Summary
Thus, it can be concluded that the researcher has been able to highlight the available
research methodological tools that can be used while carrying out a research successfully. In
addition to, the researcher has also rationalized the selection of particular research methods for
completing the research work successfully. It can be said that the justification provided by the
researcher for achieving the research aim and objectives as well as fulfilling the research
objectives are appropriate. Thus, the researcher has been able to investigate the consumer
behavior and customer satisfaction towards online buying of fashion clothing in the UK market.

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Chapter 4: Data Analysis
4.0 Introduction
In this chapter, the researcher analyzes the data that has been collected through survey.
The researcher has used both descriptive and inferential statistics for analyzing the quantitative
data that has been collected from 100 customers that uses the online platform for shopping
fashion apparels in the UK. The use of inferential analysis provided an opportunity for the
researcher to conduct correlation thereby, determining whether the variables are correlated or
not. The formulated hypotheses have been tested by using linear regression and determining the
impact of the independent variable on dependent variable. As a result, the researcher has been
able to determine the impact of consumer behavior and customer satisfaction on online shopping
of shopping apparels in the UK.
4.1 Descriptive analysis

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Figure 3: Demographic analysis
(Source: Created by Author)
The above data highlights the participation of both male and female customers that uses
the online platform for shopping fashion apparels. From the data it can be interpreted that the
number of female customers are more than the number of male customers. Out of 100 survey
respondents, 82 were female whereas only 18 were male. A huge difference has been based on
the gender while collecting the data. One of the potential reasons for higher number of female
survey respondents is that women are more fashion centric compared to men. As a result, the use
of online platform for shopping fashion apparels is preferred by females more compared to
males. This graph suggests that the research has been conducted by emphasizing on the
viewpoints and perspectives of the female customers that uses online platform for shopping. The
researcher has not focused on the use of online platform for shopping by the men.
However, recently the male customers have also developed an interest towards fashion
that influences them to use the online platform for shopping for fashion apparels. The fashion
industry is developing vigorously in terms of male fashion. This is creating an urge and
enthusiasm among the male in terms of purchasing fashionable clothing. Keeping in mind the
fast paced life of the men, the use of online platform is preferred, as this provides a variety of
advantages for them in terms of purchasing fashion apparels. The men are able to access wide
range of fashion collection, shop trendy and fashionable clothing regardless of the presence of
the store and according to their convenience. However, the rate of the use of online platform by
men for shopping fashion apparels is limited. Thus, for this research, the researcher has only
considered female customers for analyzing the impact of consumer behavior and customer
satisfaction for using the online platform for shopping fashion apparels in the UK.

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From the data collected, it can be said that the majority of the female customers that uses
the online platform for shopping are aged from 23-26 years followed by the customers aged from
27-31 years. The use of online platform for shopping fashion apparels is lower in age group from
18-22 years and least in age group from 32 and above.
The female customers aged from 23-26 are more fashion centric and follows the latest
trends that is followed around the world. As a result, they have the tendency of purchasing the
latest fashion and trendy apparels. The use of online platform among the customers from age
group 23-26 years is the maximum because they need to be trendy. The customers aged from 23-
26 years are mainly students and graduate professionals. Thus, the use of online platform among
them is highly noticed. One of the potential reasons for the female customers to use the online
platform for shopping aged from 23-26 years is that they are extremely busy. As the majority of
the female customers are mainly students and graduate professionals they have less time to spend
on shopping by visiting the stores physically. On the other hand, another potential reason that
facilitates the use of online platform for shopping fashion apparels is that the female customers
can shop from highly recognized international fashion brands. It might be that UK does not have
a retail outlet for a fashion brand that restricts the female customers to purchase the highly
fashionable clothing of that brand. Thus, the use of online platform provides an opportunity for
the female customers from 23-26 years to shop the fashion apparels regardless of the presence of
the brand in the country.
The female customers aged from 27-31 years are mainly professionals that also use the
online platform for shopping fashion apparels because of lack of time and the opportunity of
accessing huge collection without visiting the store physically. In addition to, the female
customers of this age group are active followers of the latest trends and fashion around the

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world. Thus, the use of the online platform allows them to purchase fashion apparels regardless
of the presence of the fashion store in the country. On the other hand, the use of online platform
is comparatively less in female customers aged from 18-22 years. One of the potential reasons is
lack of independence and fixed earning in this group. The female customers aged from 18-22
years are mainly high school goers that lack fixed and considerable salary. Thus, in spite of
highly fashionable and trendy, they have limited options in order to purchase fashion apparels.
However, the female customers aged from 18-22 years use online platform for shopping fashion
apparels, as this provides them the opportunity of convenient shopping and additional benefits
such as discounts, easy return and access to wide range of collections.
The female customers aged from 32 years and above are seen to use the online platform
for shopping minimally. The potential reasons for this data is that either the female customers of
this age group are more into family and have less time to follow fashion and buy it or they are
least bothered about the latest fashion and trends going around in the world.
The figure mentioning the range of monthly income for the female customers aged from
23-26 years highlights that the salary range is £26,000-£30,000. The female customers aged from
23-26 years with a monthly income from £26,000-£30,000 mainly uses the online platform for
shopping fashion apparels in the UK. This is followed by the female customers with a monthly
salary from £23,000-£25,000. The female customers with a monthly salary of £18,000-£22,000
has been seen to use the online platform for shopping fashion apparels less and is least noticed
female customers with a monthly salary of £31,000 and above.
The use of the online platform for shopping fashion apparels is most among female
customers with a monthly income £26,000-£30,000 because the monthly income provides an

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opportunity for the female customers to spend their salary on purchasing fashion apparels and
follow the latest trends and fashion around the world. The fashion apparels are priced moderately
by the business organizations so that they are able to return the investment back to company that
they have spend in manufacturing the product for the customers. Thus, having a considerable and
stable amount of salary is essential for purchasing the fashion apparels at regular interval. The
monthly salary of £26,000-£30,000 is considered to be stable and appropriate thereby, allowing
the customers to use online platform for shopping fashion apparels. The figure also suggests that
the minimum qualification of the majority of the female customers is post graduate and the
ethnicity is black Americans.
This suggests that the researcher has considered the female customers aged from 23-26
years with a monthly income of £26,000-£30,000 for this research. Additionally, criteria for the
participants that have been selected for this research includes the educational qualification of the
female customers, that is, post graduate. The majority of the female customers aged from 23-26
years with a monthly salary of £26,000-£30,000 are mainly of black Americans in terms of
ethnicity. Thus, this research can be used as secondary resource for future researches that have
the aforementioned characteristics in terms of the participants, variables, factors and particular
industry sector, as this research deeply analyzes only these characteristics.
The figure suggests that the female customers aged from 23-26 years with a monthly
income of £26,000-£30,000 uses the online platform on a weekly basis for shopping fashion
apparels. As mentioned before, the female customers aged between 23-26 years are majorly
students and graduate professionals with fast paced life. The majority of their time of occupied in
education, part time jobs and full time jobs. As a result, they get comparatively less time to visit
the stores physically and shop fashion apparels. However, the nature of their lifestyle enforces

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them to be highly fashionable and trendy due to which they need to purchase fashion apparels to
go with the latest fashion and trends. As a result, the female customers aged from 23-26 years
with a monthly income of £26,000-£30,000 uses the online platform on a weekly basis for
shopping fashion apparels. The use of online platform provides them with the opportunity to
shop according to their convenience regardless of the time and the place. In addition to, the
female customers also prefer to use the online platform for shopping fashion apparels as they get
to access a wide range of fashion collection of fashion without being physically present in the
store. This saves a lot of time for them, as they are able to go through the latest fashion by using
online platform according to their convenience.
Another probable reason for the female customers to use the online platform on a weekly
basis is due to the nature of the fashion industry. Each day gives rise to a new and different
fashion statement that the world follows. This is another yet one of the most important reasons
for the female customers aged from 23-26 years to use online platform for shopping fashion
apparels on a weekly basis. Checking the online platform on a weekly basis allows the female
customers to go through the latest development in the fashion industry and remain updated.
However, the sheer pressure of work and studies also enforces the female customers to use the
online platform for shopping fashion apparels on a monthly basis.
On the other hand, the use of online platform also provides an opportunity for the female
customers to compare and contrast the prices with other fashion brands offering similar products.
As a result, the female customers are able to select the price range for purchasing the fashion
apparels. The use of online platform is also advantageous in terms of price for the female
customers, as they offer heavy discounts at regular interval regardless of any occasion. The
fashion companies offer varied offers and discounts on their online collection throughout the

51DISSERTATION
year that is absent in their retail outlets. This is another potential reason for the female customers
to use the online platform for shopping fashion apparels. As a result, the female customers are
able to purchase highly fashionable and trendy apparels by using online platform in
comparatively less price.
The figure of the data analysis highlights that the female customers aged from 23-26
years spends an average 9-12 hours on online shopping. Some of the female customers also
spend an average 5-8 hours on the online platform for shopping. Keeping in mind the weekly use
of the online platform for shopping, the hours spent by the female customers aged from 23-26
years are comparatively less. One of the potential reasons is due to lack of time among the
female customers due to the nature of their life style.
From the figures, it can be said that the use of online platform is highly facilitated by the
female customers for shopping fashion apparels. This is due to the various benefits online
shopping provides to the female customers while they shop for fashion apparels. The entire
population of UK is active fashion followers and the use of online platform provides them with
the opportunity of convenient shopping as well as regular follow up with the latest fashion.

52DISSERTATION
4.2 Inferential analysis
4.2.1 Correlation analysis
Correlation is a statistical technique that highlights how strongly the pairs of the variables
are associated with each other. The range between -1 to +1 highlights the values of correlation
between the variables. The correlation value between 0 to -1 highlights negative association
between the variables whereas the correlation values from 0 to +1 highlights positive association
between the variables. The value 0 signifies no association between the two variables. Very
strong association between the two variables is highlighted if the correlation value is higher than
0.7. Thus, the correlation test is conducted by the researcher in order to determine whether the
factors considered in the research have association with each other. As a result, the correlation
test allows determining whether the factors of consumer behavior and customer satisfaction are
related to online shopping. In addition to, this test also allows determining the impact of
consumer behavior and customer satisfaction on online shopping.
According to the table given below, the correlation value between the psychological
factors and the consumer behavior is 0.059. Thus, it can be interpreted that the psychological
factors of consumer behavior such as motivation and perception has no significant impact on
online shopping. The correlation value between the cultural factors and consumer behavior is
0.006 thereby, highlighting no significant association between the two variables, as the value is
less than 0.3. Thus, it can be interpreted that the cultural factors such as the surrounding
environment and the class of the consumers has no impact on online shopping.

53DISSERTATION
Correlations
Psychologica
l
Cultural Personal Social
Does your behavior
affects your online
shopping
Pearson
Correlatio
n 0.19 .275** .343** .301**
Sig. (2-
tailed) 0.059 0.006 0 0.002
N 100 100 100 100
Table 1: Correlation values between the factors of consumer behavior and online shopping
According to the table given above, the correlation value between the personal factors of
the consumer behavior and online shopping is 0 thereby, highlighting no association at all
between the two variables, as the value is 0. Thus, it can be interpreted that the personal factors
of consumer behavior such as reference group and family has no impact on online shopping. The
correlation value between the social factors of the consumer behavior and online shopping is
0.002 thereby, highlighting no significant association between the two variables, as the value is
less than 0.3. Thus, it can be interpreted that the cultural factors of consumer behavior such as
habits and personal needs has no impact on online shopping. Thus, it can be stated that the
factors of consumer behavior have no significant impact on the use of online platform for
shopping fashion apparels in the UK.
The different factors that determines the customer satisfaction are product, convenient
shopping and after sales service. According to the table given below, the correlation value
between the customer satisfaction factor such as product and online shopping is 0.463 thereby,
highlighting medium association between the two variables, as the value is between 0.3 and 0.7.
Thus, it can be interpreted that customer satisfaction factor such as product that includes both
price and quality has some impact on online shopping of fashion apparels.

54DISSERTATION
Correlations
Product
Convenient
shopping
After sales
service
Does your
satisfaction
affects your
online
shopping .463** .490** .642**
Table 2: Correlation values between the factors of customers satisfaction and online
shopping
According to the table given above, the correlation value between the customer
satisfaction factor such as convenient shopping and online shopping is 0.490 thereby,
highlighting medium association between the two variables, as the value is between 0.3 and 0.7.
Thus, it can be interpreted that customer satisfaction factor such as convenient shopping that
includes both free shipping and accessing huge collection has some impact on online shopping of
fashion apparels. The correlation value between the customer satisfaction factor such as after
sales service and online shopping is 0.642 thereby, highlighting nearly strong association
between the two variables, as the value is between 0.3 and 0.7. Thus, it can be interpreted that
customer satisfaction factor such as after sales service that includes both free gifts and frequent
feedback has a nearly strong impact on online shopping of fashion apparels. Thus, it can be
stated that the different factors of customer satisfaction such as the quality and cost of product,
convenient shopping in terms of free shipping and accessing huge collection and after sales
service such as free gifts and frequent feedback has some impact on the use of online platform
for shopping fashion apparels in the UK.
According to the table given below, the correlation value between the consumer behavior
and online shopping is 0.622 thereby, highlighting nearly strong association association between

55DISSERTATION
the two variables, as the value is between 0.3 and 0.7. Thus, it can be interpreted that consumer
behavior has a nearly strong impact on the use of online platform for shopping fashion apparels.
Correlations
Does your
satisfaction
affects your
online
shopping
Does
your
behavior
affects
your
online
shopping
Online
shopping
Pearson
Correlation .622** .632**
Sig. (2-
tailed) 0 0
N 100 100
Table 3: Correlation values consumer behavior and customers satisfaction on online
shopping
According to the table given above, the correlation value between the customer
satisfaction and online shopping is 0.632 thereby, highlighting nearly strong association
association between the two variables, as the value is between 0.3 and 0.7. Thus, it can be
interpreted that customer satisfaction has a nearly strong impact on the use of online platform for
shopping fashion apparels. Customer satisfaction is highly significant in terms of online
shopping, as the service given by the business organization through online platform helps in
attracting the customers. As the use of online platform allows the customers to shop virtually, it
is important for the business organization to satisfy the customers in terms of the product,
convenient shopping and after sales service. As a result, the customers feel valued and significant
and tend to use the same business organization for shopping fashion apparels by using online
platform. As the customers are unable to touch and verify the product physically, the business
organizations need to ensure that they deliver the best to the customers using the online platform

56DISSERTATION
for shopping. Additionally, the customers are extremely particular while purchasing fashion
clothing, as they are paying considerable amount for the fashion apparels. Thus, appropriate
quality and cost of the fashion apparels help in satisfying the customers thereby, influencing their
satisfaction level for purchasing fashion apparels. The level of customer satisfaction is also
determined by the factors such as free gifts, free shipping and frequent feedback while they use
the online platform for purchasing fashion apparels, as the customers feel valued and significant
for the business organizations due to the behavior and approach by them towards the customers.
Thus, the nearly strong association between customer satisfaction and online shopping is
justified.
4.2.2 Regression analysis
In a statistical test, the null hypothesis signifies there is no significant difference between
the two variables taken for the research. If the P – value is less than 0.05, then the null hypothesis
is rejected whereas if the P – value is more than 0.05 then the null hypothesis is accepted. The
value of the P – value is determined by 95% confidence level.
Hypothesis 1: Psychological, cultural, personal and social factors has no impact on
consumer behavior
According to the given table below, it can be seen that the P value for hypothesis 1
is .015. Thus, it can be said that the P value for this null hypothesis is less than 0.5. As a result, in
this case, the null hypothesis is rejected. Thus, it can be said that psychological, cultural,
personal and social factors has an impact on consumer behavior. The correlation value suggested
that the psychological, cultural, personal and social factors have less impact on consumer
behavior. Therefore, both the values of correlation and null hypothesis indicated that the

57DISSERTATION
psychological, cultural, personal and social factors do not solely define the behavior of the
consumers. The varied and distinctive nature of the consumers influences their behavior while
using the online platform for shopping fashion apparels. Different factors affect the behavior of
the consumers differently thereby, suggesting more or less impact of the factors on the consumer
behaviors.
Null hypotheses P-value Status
(95%
confidence
level)
Psychological, cultural, personal and social
factors has no impact on consumer behavior
.015 Rejected
Product, convenient shopping and after sales
service has no impact on customer
satisfaction
.000 Rejected
Consumer behavior and customer satisfaction
has no impact on online shopping
.000 Rejected
Table 4: Testing null hypotheses
Hypothesis 2: Product, convenient shopping and after sales service has no impact on
customer satisfaction
According to the table given above, it can be seen that the P value for hypothesis 2 is
0.00. Thus, it can be said that the P value for this null hypothesis is less than 0.05. As a result, in
this case, the null hypothesis is rejected. Thus, it can be said that product, convenient shopping
and after sales service has an impact on customer satisfaction. The correlation value suggested
that factors of customers satisfaction such as product, convenient shopping and after sales service

58DISSERTATION
has a nearly strong impact on the level of satisfaction. Therefore, both the values of correlation
and null hypothesis indicated that factors such as product, convenient shopping and after sales
service affects the level of customer satisfaction largely. The results are justified because
customer satisfaction is significant in order to ensure customer retention. In the case of online
shopping, the customers are unable to check the product physically. The customers purchasing
fashion apparels by using the online platform decides to purchase a product by seeing the image
and the cost of the product along with justifying it with their fashion choice. Thus, it is important
for the business organizations to satisfying the customers who uses the online platform for
purchasing the fashion apparels. Additionally, effective after sales service and convenient
shopping also results in customer satisfaction thereby, influencing them to use the online
platform for shopping fashion apparels.
Hypothesis 3: Consumer behavior and customer satisfaction has no impact on online
shopping
According to the table given above, it can be seen that the P value for null hypothesis 3 is
0.00. Thus, it can be said that the P value for this null hypothesis is less than 0.05. As a result, in
this case, the null hypothesis is rejected. Thus, it can be said that consumer behavior and
customer satisfaction has an impact on online shopping for fashion apparels. The correlation
value also suggested that consumer behavior and customer satisfaction has a nearly strong
impact on on online shopping of shopping apparels. Therefore, both the values of correlation and
null hypothesis indicated that consumer behavior and customer satisfaction has an impact on the
online shopping of fashion apparels in the UK.

59DISSERTATION
Keeping in mind the lifestyle in UK, the customers prefer online shopping as this is more
convenient for them. The customers are able to access wide range of products and shop
according to their convenience in the case of online shopping of fashion apparels. This provides
an opportunity for the customers to save time for them. So, it can be said that more than the
behavior of the consumer, it is their level of satisfaction that influences online shopping of
fashion apparels in the UK. However, factors such as family, class and surrounding environment
has minimal impact on the online shopping of the fashion apparels, as this is more of a personal
choice and convenience that influences the customers to use the online platform for shopping
fashion apparels.
4.3 Summary
Thus, in this chapter, it can be concluded from the descriptive analysis and inferential
analysis that consumer behavior and customer satisfaction has an impact on the online shopping
of fashion apparels in the UK. The researcher has also analyzed the impact of various factors of
consumer behavior and customer satisfaction. Out the different factors, it has been seen that
psychological, cultural, social and personal factors has mild association with the consumer
behavior. On the other hand, the factors such as product, convenient shopping and after sales
services has a nearly strong association with the level of customer satisfaction. Supporting the
correlation values, the values of the null hypotheses are also less than 0.05 thereby, highlighting
that both consumer behavior and customer satisfaction has an impact on the online shopping of
fashion apparels in the UK.

60DISSERTATION
Chapter 5: Conclusion and recommendations
5.0 Conclusion
In this research, it can be concluded that both consumer behavior and customer
satisfaction has an impact on the online buying of fashion apparels in the UK. The customers are
the main resources that provide an opportunity for the business organization to return the
investment thy make back to the company. Thus, it is essential for the business organizations to
ensure that the customers are satisfied by the service provided by them. The use of online
platform is highly preferred by the customers due to several customers. Similarly, online
shopping of fashion apparels in the UK has been noticed. This provides an opportunity for the
UK population to follow the latest trends and access trendy and fashionable collections at a
global scale. The use of online platform for shopping fashion apparels allows the UK population
to purchase clothes from top fashion brands that do not have a retail outlet in the UK. The
customers are satisfied due to the various advantages of online shopping. Apart from customer
satisfaction, the behavior of the consumers also has an impact on the online shopping. It is
important for the business organizations offering the service of online shopping influence the
behavior of the consumer by fulfilling their needs, demands and expectations.
The main issue identified in this research is lack of customer satisfaction for the customer
using online platform for shopping fashion apparels. Lack of customer satisfaction has also
affected the behavior of the consumers thereby, affecting the use of online platform for shopping
fashion apparels. The customers face issue in terms of payment and quality of the product that is
affecting the level of customer satisfaction. The descriptive analysis has also highlighted that the
female customers of age 23-26 years with a monthly income of £26-000 to £30,000 spends only
9-12 hours on a weekly basis for shopping fashion apparels using online platform. The figure

61DISSERTATION
suggests quite low use of online shopping by the female customers, as they are less satisfied with
the service they get thereby, affecting their behavior as well. In addition to, the inferential
analysis has also accepted the null hypotheses that state that consumer behavior and customer
satisfaction has no impact on the online shopping of fashion apparels in the UK. Thus, it can be
said that it is essential to ensure customer satisfaction that influence consumer behavior while
online shopping of fashion apparels. It is important to satisfy the needs of the customers in terms
of the quality and cost of the product along with fulfilling the expectations of the customers in
terms of convenient shopping and after sales service.
5.1 Linking with objectives
Objective 1: To recognize the advantages of using online websites for shopping fashion
clothing
The literature review highlights the various advantages of using online platform for
shopping fashion apparels. The information gathered in section 2.9 and 2.10 defined the concept
of online shopping as well as mentioning the various advantages of using the online platform for
shopping fashion apparels. In addition to, the descriptive analysis also highlights that the female
customers prefers the use of online platform for shopping fashion apparels due to various
advantages such as convenient shopping and ability to access huge collections. The inferential
analysis also mentions that the female customers prefer online shopping, as they are able to save
time along with shopping convince and ability to access huge collection. From the literature
review and the data analysis, it can be said that the use of online platform is highly preferred by
the female customers aged from 23-26 years with a monthly income of £26-000 to £30,000 for
shopping fashion apparels due to varied and distinctive advantages in the UK.

62DISSERTATION
Objective 2: To evaluate the factors that can promote customer behavior in order to use
the online website for shopping fashion apparels
The literature review highlights the various factors that influence the behavior of the
consumers for using the online platform for shopping fashion apparels. The information gathered
in the section 2.2 and 2.3 highlights the concept of consumer behavior and the various factors
affecting it. It has been seen that the psychological, social, personal and cultural factors influence
the behavior of the consumers in terms of using online shopping. Both descriptive and inferential
analysis also highlights that the psychological, social, cultural and personal factors has an impact
on the behavior of the consumers. However, the correlation values highlight minimal association
between the factors and the behavior of the consumers. This highlights the distinctive nature of
the customers and their needs and demands that affects the use of online platform for shopping
fashion apparels in the UK. Thus, from the literature review and the data analysis, it can be said
that the psychological, social, cultural and personal factors of consumer behavior has mild
impact or association.
Objective 3: To investigate the factors that influence customer satisfaction while
conducting online shopping for fashion clothing
The literature review highlights the various factors that influence the level of customer
satisfaction for using the online platform for shopping fashion apparels. The information
gathered in the section 2.5 and 2.6 highlights the concept of customer satisfaction and the various
factors affecting the level of customer satisfaction in terms of using the online platform for
shopping fashion apparels. Both descriptive and inferential analysis also highlights that the
customer satisfaction factors such as product, convenient shopping and after sales service has an

63DISSERTATION
impact on the use of online shopping of fashion apparels. The correlation values show nearly
strong association between the factors and the customer satisfaction. In addition to, the null
hypothesis is also rejected that states that the factors of customer satisfaction have no impact on
it. Thus, from the literature review and the data analysis, it can be said that the factors such as
product, convenient shopping and after sales service has strong association.
Objective 4: To provide suitable recommendations for improving customer satisfaction by
using consumer behavior attributes
The literature review highlights the potential reasons that results in lack of customer
satisfaction. The literature review section 2.12 highlights the potential challenges of online
shopping that affects both customer satisfaction and consumer behavior. The main issues faced
by the customers while using the online platform for shopping are payment safety and security.
Ineffective payment gateways used in the online platform results in hacking of the card details
thereby, loss of money. Thus, the customers have to take necessary steps for getting the money
refunded that is time consuming for them. This results in customer dissatisfaction, as the
customers gets very offended when they have to undertake the additional hassles. In addition to,
the inappropriate quality of product and ineffective customer service also results in negative
consumer behavior and lack of customer satisfaction thereby, affecting the online shopping of
fashion apparels. Thus, it is important for the business organizations providing online shopping
opportunities ensure positive consumer behavior thereby, affecting the level of customers
satisfaction.

64DISSERTATION
5.2 Recommendations
Based on the identified issues in the above chapters, the suitable recommendations
include:
Secured payment gateways: One of the best methods of ensuring positive consumer behavior
and customer satisfaction is by creating highly secured payment gateways for online shopping.
This will provide an opportunity for the customers to protect information and details related to
their payment card thereby, protecting loss of money. This will also save the customers from
additional hassles such as taking necessary steps for refunding the money and wait for the money
to be refunded. Financial security will ensure positive consumer behavior and customer
satisfaction.
In prompt response and feedback to the customers: Another effective method of ensuring
positive consumer behavior and customer satisfaction is by providing effective service to the
customers. The use of online platform restricts personal communication between the customers
and the business organizations, the reply and feedback from the customer service department
needs to be quick and in prompt. This provides an opportunity for the customers clear their
doubts instantly without much delay thereby, ensuring positive consumer behavior and customer
satisfaction.
Products that maintain quality and cost: It is important for the online shoppers to maintain the
quality of the products they intend to sell to the customers. As online platform is a virtual
platform for customers to purchase the desired products, it is essential for the online shoppers to
maintain the quality of the product and deliver the best to the customers thereby, ensuring
positive consumer behavior and customer satisfaction.

65DISSERTATION
User friendly online website: User friendly and easily accessible online shopping website also
influences consumer behavior and customer satisfaction. The customers prefer online shopping
as this allows them to save time as well as they are able to access huge collection simultaneously
before purchasing. Similarly, the customers do not want to spend much time in understanding the
online shopping website. Thus, having a user friendly online shopping website also ensures
positive consumer behavior and customer satisfaction.
5.3 Future scope of the study
Based on the current study, it can be said that the research emphasizes on the female
customers aged from 23-26 years with a monthly salary of £26,000-£30,000 that spends 9-12
hours on a weekly basis on online shopping of fashion apparels in the UK. Thus, in the future,
research can be conducted by focusing on the male customers that uses the online platform for
shopping. In addition to, this research focuses on the fashion industry of the UK that is narrowed
the broadness of the research topic. Thus, in future research can be conducted on the use of
online platform for shopping rather than focusing on a particular industry sector.

66DISSERTATION
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Appendices
Appendix 1
Survey questionnaire
Demographic questions
What is your gender specification?
Male
Female
Which age group do you belong to?
18-22 years
23-26 years
27-31 years
32 years and above
What is your monthly income?
£18,000-£22,000
£23,000-£25,000
£26,000-£30,000
£31,000 and above

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What is your educational level?
Graduate
Post Graduate
Diploma
PhD
What is your ethnicity?
Asian
White American
Black Americans
Hispanic or Latino
How often do you shop online?
Hourly
Daily
Weekly
Monthly
How much time do you spent on online shopping?
2-4 hours

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5-8 hours
9-12 hours
13 hours and above
Objective questions for consumer behavior
Psychological Questions SA A N D SD
PP Does your perception towards products
influence online shopping
PM Does your motivation influence online
shopping
Cultural Questions SA A N D SD
CE Does your elite class influence the online
shopping
CSE Does your surrounding environment
influence the online shopping
Personal Questions SA A N D SD
PH Does your habits influence the online
shopping
PN Does your personal needs influences the
online shopping

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Social Questions SA A N D SD
SRG Does your reference group influence the
online shopping
SF Does your family influence the online
shopping
Objective questions for customer satisfaction
Product Questions SA A N D SD
PQ Does the quality of the product influence the
online shopping
PC Does the cost of the product influence the
online shopping
Convenient
shopping
Questions SA A N D SD
CFS Does free shipping influence the online
shopping
CAHC Does accessing huge collection influence the
online shopping

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After sales
service
Questions SA A N D SD
AFG Does free gifts influence online shopping
AFF Does frequent feedback from influence online
shopping
Objective questions for online shopping
Online
shopping
Questions SA A N D SD
Do you prefer using online platform for
shopping?
How much time are you able to save by
shopping online?
Do you feel safe and secured while using the
online platform for shopping?
Have you ever faced payment related issues
while shopping online?
Do you feel that your money is safe while
shopping online?
Dependent variable

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Questions SA A N D SD
Consumer
behavior
Does your behavior affects your online
shopping
Customer
satisfaction
Does your satisfaction affects your online
shopping

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Appendix 2
Frequency tables of Demographic questions
What is your gender?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Male 18 18.0 18.0 18.0
Female 82 82.0 82.0 100.0
Total 100 100.0 100.0
Which age group do you belong to?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
18-22 years 15 15.0 15.0 15.0
23-26 years 39 39.0 39.0 54.0
27-31 years 36 36.0 36.0 90.0
32 years and
above 10 10.0 10.0 100.0
Total 100 100.0 100.0

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What is your monthly income?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
£18,000-£22,000 18 18.0 18.0 18.0
£23,000-£25,000 34 34.0 34.0 52.0
£26,000-£30,000 37 37.0 37.0 89.0
£31,000 and
above 11 11.0 11.0 100.0
Total 100 100.0 100.0
What is your educational qualification?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Post Graduate 45 45.0 45.0 45.0
Diploma 39 39.0 39.0 84.0
PhD 16 16.0 16.0 100.0
Total 100 100.0 100.0

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What is your ethnicity?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Asian 9 9.0 9.0 9.0
White American 33 33.0 33.0 42.0
Black Americans 44 44.0 44.0 86.0
Hispanic or
Latino 14 14.0 14.0 100.0
Total 100 100.0 100.0
How often do you shop online?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Hourly 6 6.0 6.0 6.0
Daily 24 24.0 24.0 30.0
Weekly 46 46.0 46.0 76.0
Monthl
y 24 24.0 24.0 100.0
Total 100 100.0 100.0

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How much time do you spent on online shopping?
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
2-4 hours 9 9.0 9.0 9.0
5-8 hours 29 29.0 29.0 38.0
9-12 hours 55 55.0 55.0 93.0
13 hours and
above 7 7.0 7.0 100.0
Total 100 100.0 100.0

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Appendix 3
Correlation analysis of factors of consumer behavior
Psychologica
l
Cultural Personal Social
Psychological
Pearson
Correlation 1 .733** .528** .496**
Sig. (2-tailed) .000 .000 .000
N 100 100 100 100
Cultural
Pearson
Correlation .733** 1 .765** .757**
Sig. (2-tailed) .000 .000 .000
N 100 100 100 100
Personal
Pearson
Correlation .528** .765** 1 .776**
Sig. (2-tailed) .000 .000 .000
N 100 100 100 100
Social
Pearson
Correlation .496** .757** .776** 1
Sig. (2-tailed) .000 .000 .000
N 100 100 100 100
Does your behavior
affects your online
shopping
Pearson
Correlation .190 .275** .343** .301**
Sig. (2-tailed) .059 .006 .000 .002
N 100 100 100 100

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Appendix 4
Correlation analysis of factors of customer satisfaction
Does your
satisfaction
affects your
online
shopping
Product Convenient_s
hopping
Does your satisfaction
affects your online
shopping
Pearson
Correlation 1 .463** .490**
Sig. (2-tailed) .000 .000
N 100 100 100
Product
Pearson
Correlation .463** 1 .639**
Sig. (2-tailed) .000 .000
N 100 100 100
Convenient shopping
Pearson
Correlation .490** .639** 1
Sig. (2-tailed) .000 .000
N 100 100 100
After sales service
Pearson
Correlation .642** .523** .675**
Sig. (2-tailed) .000 .000 .000
N 100 100 100

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Appendix 5
Correlation analysis of consumer behavior and customer satisfaction on online shopping
Does your
satisfaction
affects your
online
shopping
Online_shop
ping
Does your
behavior
affects your
online
shopping
Does your satisfaction
affects your online
shopping
Pearson
Correlation 1 .622** .700**
Sig. (2-tailed) .000 .000
N 100 100 100
Online_shopping
Pearson
Correlation .622** 1 .632**
Sig. (2-tailed) .000 .000
N 100 100 100
Does your behavior
affects your online
shopping
Pearson
Correlation .700** .632** 1
Sig. (2-tailed) .000 .000
N 100 100 100

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Appendix 6
Regression statistics output
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .347a .120 .083 1.216
a. Predictors: (Constant), Social, Psychological, Personal,
Cultural
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 19.243 4 4.811 3.252 .015b
Residual 140.547 95 1.479
Total 159.790 99
a. Dependent Variable: Does your behavior affects your online shopping
b. Predictors: (Constant), Social, Psychological, Personal, Cultural

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Coefficients
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.375 .467 5.085 .000
Psychologica
l .007 .166 .006 .045 .964
Cultural -.012 .221 -.011 -.053 .958
Personal .300 .183 .277 1.639 .105
Social .098 .181 .091 .541 .590

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Appendix 7
Regression statistics output
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .659a .434 .416 .885
a. Predictors: (Constant), After sales service, Product,
Convenient shopping
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 57.732 3 19.244 24.548 .000b
Residual 75.258 96 .784
Total 132.990 99
a. Dependent Variable: Does your satisfaction affects your online shopping
b. Predictors: (Constant), After sales service, Product, Convenient shopping

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Coefficients
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.084 .360 3.011 .003
Product .169 .101 .169 1.672 .098
Convenient
shopping .015 .109 .016 .137 .892
After sales service .561 .109 .542 5.142 .000

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Appendix 8
Regression statistics output
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .680a .462 .451 .89361
a. Predictors: (Constant), Does your satisfaction affects
your online shopping, Does your behavior affects your
online shopping
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 66.502 2 33.251 41.639 .000b
Residual 77.458 97 .799
Total 143.960 99
a. Dependent Variable: Online shopping
b. Predictors: (Constant), Does your satisfaction affects your online shopping,
Does your behavior affects your online shopping

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Coefficients
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.090 .333 3.272 .001
Does your behavior
affects your online
shopping
.365 .099 .385 3.688 .000
Does your satisfaction
affects your online
shopping
.366 .109 .352 3.374 .001