Impact of Digital Technology on UK Retail Industry: A Study on Unilever

To identify the impact of digital technology in changing buying behaviour of customers towards the UK
retail industry
Justification of the researchResearch Aim and Objectives
Research Aim
To identify the impact of digital technology in changing buying behaviour of customers
towards the UK retail industry: A study on Unilever
Research Objectives
 To analyse the types of digital technologies used by Unilever
 To examine the benefits of digital technologies in changing buying behaviour of customers
towards Unilever
 To assess the challenges that Unilever could be faced while changing buying behaviour of
customers through digital technologies
Business problem identified here is the adoption of technology in Unilever so that the changing
buying behaviour of customers can be analysed by the organization. This is considered as a major
problem now a day. The reason being is that the customers who are not aware of the online platforms
of Unilever are facing issues in shopping with the brand. Therefore, it is necessary for the company to
create awareness of the digital technology they are adopting so that customers can feel rich shopping
experiences with advanced technology. This requirement needs to be taken care by the organizations.
That is why it is justified that current research is undertaken to solve the problem of adopting the
advanced digital technology. So that changing buying behaviour of the customers towards the brand
can be recognised by the firm. It will help the company in gaining the in depth insight of the market
and customer demands to be fulfilled through digital technologies.
Details of the characteristics of sampled respondents
The sample respondents of the survey are the customers of the Unilever who are especially loyal
towards the brand. Characteristics of the customers will depend on the target customers of the
Unilever. It will be based on the age and education along with the economic status of the customers.
The target customers of Unilever are generally fall in all the age groups in a person. But the major
segments which are considered for the survey respondents are the individual and the home segment
portion. It is of the age group of 14 to 50 and must have the income level between medium to high.
Moreover, it is considered that the customers also must be the technology freak. It means they should
have the knowledge about technology and services while purchasing products from the brand. It means
technology awareness is one of the major characteristic of respondents. The sample size taken is 100
customers.
Sampling plan for the research
The current research is based on the random probability sampling. It is defined as the method of sampling
which allows the random selection of the respondents. It means that each of the sample is having the same
probability as compared to other samples which are to be selected. It is done to represent entire population
opinions with the help of closed ended questions in the form of questionnaires. It will contain the set
questions related with the research aim and objectives. According to the data collected, it will be stored
with the investigator using storage devices so that it can be restricted to access. Such data is represented
using frequency table and in the view of graphical method. Pie charts are used to display the opinions of
100 respondents with questions they have answered with proper data interpretation.