Impact of Digitalization practices on customer buying behavior

This research project analyzes the impact of digitalization practices on customer buying behavior with a focus on Morrison. The report includes literature review, research methodology, findings, and recommendations.

Research Project

TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION..............................................................................................1
CHAPTER TWO: LITERATURE REVIEW..................................................................................3
CHAPTER THREE: RESEARCH METHODOLOGY..................................................................7
CHAPTER FOUR: FINDINGS (DATA ANALYSIS AND PRESENTATION).........................10
CHAPTER FIVE: DISCUSSION (DATA INTERPRETATION)................................................16
CHAPTER SIX CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................18
REFERENCES..............................................................................................................................20
APPENDIX....................................................................................................................................22

CHAPTER ONE: INTRODUCTION
Title: Impact of Digitalization practices on customer buying behavior.
Background of the study
In the present business environment, scope of digitalization has increased as compared to
previous which is basically boosting performance of organization. Digital practices are highly
contributing to enhance performance of organization by inclining efficiency and productivity to
increase profitability of organization. Trends in retail sector is changing which require firm to
focus on gaining significant information in turn higher ability to coordinate with changing
requirements can become possible. There is rapid change in technological utilization which has
increased needs of firm to concentrate on applying such course of action that can contribute in
meeting requirements of customer. There are several platforms which are used by firm for
connecting with customers so that accomplishing objectives of organization in effective manner
can become possible. The current report is based on Morrison which operates in retail sector
and holds the position as one of significant participant. The recent study will involve impact of
Digitalization practices on customer buying behavior.
Research aims and objectives
Aim: To determine the impact of digitization practices on the customer buying behavior: A
study on Morrison
Objectives:
 To determine the concept of digitalization practices and customer buying behavior in
business
 To examine digitalization practices adopted by Morrison
 To analyze the impact of capitalization practices on customer buying behavior in
Morrison
 To recommend strategies for improving digitalization practices to impact customer
buying behavior
Research question
 What is the concept of digitalization practices and customer buying behavior in business?
 How to examine digitalization practices adopted by Morrison?
 How to analyze the impact of capitalization practices on customer buying behavior in
Morrison?
1

 Which are recommend strategies for improving digitalization practices to impact
customer buying behavior?
Rationale of the study
The main reason behind conducting particular research is to analyze the impact of
digitalization on buying behavior of customers. It is important for the organization to give
emphasis on having significant application of digitalization activities in turn higher profitability
can be derived. This is considered to be one of the significant issue which is required to be
ascertained for having relevant information regarding significance, impact and strategies to
improve prevailing performance. It is helpful in gaining depth details so that appropriate
approach to improve prevailing situation become possible.
Significance of study
The particular research based on assessing the impact of digitalization practices on
customer buying behavior will be helpful to make appropriate decision in turn higher
profitability and sustainability can be derived. Morrison as being one of the successful operator
in the retail sector require focusing on having relevant processing by identifying crucial factors
that influences purchasing decision. The recent study is useful for similar organization which are
participating in same sector as details of relevant insights regarding factors affecting, etc
affecting purchasing decision. Learners who are conducting research on particular research topic
can get information in order to conduct effective study.
2

CHAPTER TWO: LITERATURE REVIEW
Theme 1 :
According to Hendriarto, (2021) the digitalization practices the use of digital technology
is called digitalization. Digitalization has been found to be very effective towards changing the
business operations. It can be said that with the help of the business model and revenue stream
the business opportunities. Digital transformation is considered to be very useful for the business
in order to bridge the digital strategy towards transformation. Imgrund and et.al., (2018) added
to that by saying that some businesses are more active in utilization of digitalization which helps
them in transformation of their enterprise towards a wider phenomenon. This transformation of
the business activities. Processes. Competencies and models has the power of leveraging the
changes and opportunities of digital technology. This across society in a strategic and prioritized
way. This allows the business in the creation of innovation and inventions to their business
operations.
As per the view of Ilcus, (2018) consumer buying behaviour refers the those actions
which are taken by the consumers for buying a product and service. In this process the
consultation of search engines, towards engaging with social media posts for the variety of the
other actions. Businesses try to influence the consumer behaviour through different ways which
may or may not include the digitalization process. It is the process of successfully influencing
the consumers for impacting the process of the business. Kraus and Kraus, (2021) support
through the analysation of experience which the customers have while walking in the store is
also something which influences their decision for behaving. There are many digital practices
which are done by the business for providing efficiency in the organizational practices. The
consumer behaviour decision also depends on of the factors which include the culture, social,
personal and also the psychological.
Theme 2 :
From the analysation of Cagle, Yılmaz and Doğru, (2020) it was understood digital
practices is imperative for all the business. Application of the digital practice needs to be on the
problem statement which would provide the clear opportunity for the aspiration goal. Generally
the business use digitalization for improving the customers experience, increasing productivity
and elevating profitability. Business utilizing technology is able to attract more customer and
talent. Laudien, Bouncken and Pesch, (2018) support this by saying that businesses are able to
3

automate its operations which would help their operations for helping with the topics and data
analytics, technologies and software. The customer view for products and services is considered
to be very cool for leadership and culture which can help in the developing an understanding of
the organization. Businesses take digital transformation for the many reasons it allows the
business to survive in the organization.
Analysation of Rachinger and et.al., (2019) can be understood with the help of the
consumer behaviour is said to be the analysation of the first visited for producing the online
practices which help in reading the customers review for assessing the prices delivery and
similar products of the organization. The business of the organization are required to produce the
content and the produce the creative extensive and products for description for the aspects that
focus on the organic and social media for the customer journey for staying relevant in the
competitive markets. Urbach and Röglinger, (2019) understood that the artificial intelligence can
undoubtedly should understand the significance understanding and impacts of consumer
behaviour. There are many organizations which promote the products and services that are more
effective and is considered to very influential in the convenience of choosing the products and
services. It can be said as the efficiency.
Theme 3 :
Hofacker and et.al., (2020) said that the impacts of the digitalization practices for the
consumer's buyer limited for the buying behaviours has been seen in the adaptation of the digital
marketing approach and strategy. The information which is needed in the work for consumer
behaviour is considered to be desire to improve their shopping experience and as a result of
forcing businesses adapt their digital marketing approach and strategy. It can be said as the
consumer behaviour which allows the organization in the gaining a better understanding of
market expectations. Gobble, (2018) argue on that by saying that understanding the consumer
behaviour practice helps in the analysation of the individual, groups for organization and
activities for associated purchase which is the disposal of the goods and services for the
consumers emotions attitude and preferences for affecting the shopping experience which is seen
in the sales figure. Social media is known to be one of the most effective use of digitalization for
enhancing the user experiences.
Cijan and et.al., (2019) analysed that the impacts of the digitalization is very clear on the
consumer decision-making. It can be said that the demand of products and services for the social
4

media can provide the consumers of bigger voice and new channels for the communication of
the brands which helps the organization in accelerating the trends in the consumer for
acceleration of the company's evolution. Digitalization helps the business to get more and more
connected of consumers for the analysation of the organization. Moşteanu, Faccia and Cavaliere,
(2020) explained that the consumers are able to connect through the means of social media and
are able to develop good relations with organization. Customers are considered to have higher
expectation when they are directly or indirectly influenced by the technology of the business. It
allows them to expect more responsive, relevant and targeted communication of the products
and services which help the company to influence them directly or indirectly.
Theme 4 :
Legner and et.al., (2017) said that digital technologies are said to change dramatically the
organization through reshaping which is considered to be the effective in the industry. It can be
said that with the help of digital survey the organization is able to get the required feedbacks
such that they can successfully improve the performance of the equipment which provides the
sustainability in the changes in the long term. Taking feedbacks from the customers can help the
business in understand the changes they need to make in their practice for influencing the
customers decision-making process. Moşteanu, Faccia and Cavaliere, (2020) added to that by
saying that the importance of the factor for the success of the organization through the digital
changes. Digital technologies allow the organization to improve the employee productivity.
Digitalization of the organization has helped the business with calculation risk taking, increased
collaboration and customers centric and the previous research for showing the effects of the
organization performances.
From the evaluation of Laudien and Pesch, (2019) it can be understood that digital tools
which are used for the digitalization of the process which can support the success. Digitalization
is considered to provide the business with way in which it can improve the existing practices
through upgrades of the digital platforms. Digitalization can help the business in the modi-
faction of the different operations which would provide the technologies for development of
interactive tools. Luz Martín‐Peña, Díaz‐Garrido and Sánchez‐López, (2018) added to that by
saying that the traditional and digital methods are seen to follow the practices which are
considered to be successful for the transformation of more than three times. It can be said that
5

key for the senior leaders for fostering a sense of urgency is towards making changes in the
practices which is helpful for good communication of the central practices.
6

CHAPTER THREE: RESEARCH METHODOLOGY
Research type:
There are two types of research which can be used by research for conducting particular
research. It involves qualitative and quantitative research which is already taken into utilization
for accomplishing highlighted objectives. Qualitative research is related with obtaining
information from the theoretical point view. In addition to this, it pays attention on having the
experience, knowledge and view of particular segment in turn better decision can be formed.
Quantitative research is based on achieving numerical and fact based information. For recent
study qualitative research has been used for ascertaining views, experience and studying
theoretical concept. The main reason behind applying this type of research as studying impact of
digitalization activities on purchasing decision.
Research Approach
Inductive and deductive are two types of research which can be taken into consideration by
scholar. It is basically related with particular plan and procedure that consist information
regarding steps which will be followed by firm for carrying forward research. Inductive is
concerned with gathering data, looking for the pattern and developing pattern. Deductive is e
related with having theory, analyzing data and then developing theories. For the recent study of
analyzing the impact of digitalization practices on customer purchasing decision inductive
approach is suitable. In this data will be collected and then analyzed and applying theory so that
appropriate outcome to meet objective of examining such activities, etc.
Research Philosophy
It is associated with the pattern of collecting data, analyzing and utilization phenomenon for
having relevant insights to attain the objectives. There are two tow kinds of philosophy such as
interpretivism and positivism (Bouwman, Nikou and de Reuver, 2019). Interpretivism is based
on the principle which states detail explanation of collected data. Positivism is concerned with
factual knowledge gained through observation so that particular aspect can be interpreted.
Current report is based on ascertaining influence of digitalization activities on customers buying
decision.
Data collection :
Research tools has two forms of collecting data which is helpful in gaining significant
information so that purpose of conducting research become possible. Research tools play
7

significant role in helping organization to have proper level of information so that meeting
objectives can become possible it comprises primary and secondary method for gaining details
regarding impact of such activities on customer buying behavior. The primary method is
basically gathering data from particularly for the specific issue which has not been used bu
others. Secondary research is related with gaining details from the journals, articles, books, etc
for supporting the collected data. The primary method uses tools like spreading questionnaire,
interview checklist, etc. In addition to this, the current research comprises utilization books,
journals, etc. In the primary method questionnaire has been sent to customers for understanding
their views, etc.
Sampling:
Selecting an appropriate form of segment of total populations o that significant data can be
obtained from them to fulfill purpose of recent study. There are different kinds of sampling
strategy which can be used by scholar for completing objectives of the current study involves
random, convenience, systematic, stratified, cluster, quota, snowball, etc. The current research
has utilized random sampling technique for gaining information for gaining opinions, views,
experience from the customer. 20 customers of Morrison has been selected by using the random
sampling technique for gaining information regarding the factors affecting decision-making
process.
Data analysis
This is the process which is considered to be systematic towards its application of the
statistical and logical techniques and description for the illustration and evaluation of data (Lee,
Falahat and Sia, 2019). The analysation of the responses which are collected from the surveys
that are considered to be essential in the implementation of the thematic perception technique.
The reason for the section of this analytical and qualitative data is effectual. This provides the
understanding of the importance of the qualitative data in the analysis in the research and its
techniques. For such a consideration of the analytical qualitative data is essential for the
different themes which are prepared for their preferences and analysation.
Reliability and validity
It can be said that ensuring the validity aspects the research papers can help in the
articulation of the published which effects the organization considered. This research also
considered the research topic articles for selection of the reasons that show validation towards
8

the research. Further, in addition to this it can be said that taking into an account of the copyright
helps the protection of the sources which is the secondary data that can provide reliability in the
presentation aspects.
Research limitations
There were many limitations to the research such as the time, money and unavailability
of sources which are recognized as the main limitations. This can be said due to the fact that the
having limited time frame for the preparation of this research or the money quantitative tool like
the SPSS has been said as the main reason for the limitation to this study. However, for avoiding
the risk of these limitations the thematic analysis has been chosen. As the current issues is
related to the qualitative aspects this technique is considered to be very suitable for developing
success which is suitable in the organization.
Ethical considerations
In the recent study the researcher has given focus on having appropriator consent forms
from the customers. It is helpful in showing willingly participation of customers in the particular
survey so that correct details regrading their views and opinions can be derived.
9

CHAPTER FOUR: FINDINGS (DATA ANALYSIS AND PRESENTATION)
Theme 1: Gender
Particulars Respondents Responses in %
Female 15 75.00%
Male 5 25.00%
Total 20 100.00%
Theme 2: full time currently employment status of customers
Particulars Respondents Responses in %
Full-time employment 10 50.00%
Part-time employment 5 25.00%
Self-employed 2 10.00%
Unemployed 3 15.00%
Total 20 100.00%
10

Theme 3:Monthly income range is £100-200
Particulars Respondents Responses in %
£100-200 9 45.00%
£200-300 7 35.00%
£300-400 2 10.00%
£400-500 1 5.00%
Above £500 1 5.00%
Total 20 100.00%
11

Theme 4: £50-100 is spent on purchasing for monthly
Particulars Respondents Responses in %
£50-100 8 40.00%
£100-150 2 10.00%
£150-200 6 30.00%
Above £200 4 20.00%
Total 20 100.00%
Theme 5: Online method of purchasing is mostly preferable
Particulars Respondents Responses in %
Online 15 75.00%
Offline 5 25.00%
Total 20 100.00%
12

Theme 6: customers agree digital marketing practices Helpful in gaining sufficient
information for purchasing decision
Particulars Respondents Responses in %
Agree 10 50.00%
strongly agree 3 15.00%
Neutral 2 10.00%
Disagree 1 5.00%
Strongly disagree 4 20.00%
Total 20 100.00%
Theme 7: Social media marketing digital practice is most suitable for you
Particulars Respondents Responses in %
Chatbot 5 25.00%
Email marketing 3 15.00%
Social media marketing 7 35.00%
Social commerce and stoppable
posts
2 10.00%
Strongly disagree 3 15.00%
13

Total 20 100.00%
Theme 8: Effective communication feature of adopted digital practices is highly beneficial
for you
Particulars Respondents Responses in %
Less time-consuming 1 5.00%
Multiple location 1 5.00%
Effective communication 15 75.00%
Varied level of discover ability 2 10.00%
Strongly disagree 1 5.00%
Total 20 100.00%
14

Theme 9: Customers are satisfied with digital practices adopted by Morrison
Particulars Respondents Responses in %
Very satisfied 5 25.00%
Satisfied 12 60.00%
Neutral 1 5.00%
Dissatisfied 1 5.00%
Very dissatisfied 1 5.00%
Total 20 100.00%
15

16

CHAPTER FIVE: DISCUSSION (DATA INTERPRETATION)
From the presented data it can be interpreted that in the particular survey there are higher
female who respondents. In addition to this, it can be interpreted that there current employment
status is full time as out of 20 respondents 10 have voted this. On the other side, 5,2 and 3
customers respectively have employment status of part-time, self-employed and unemployment.
It can be justified with the opinion of Legner and et.al., (2017) there are different kinds of
employment opportunities which are available and occupied by persons has higher impact on
purchasing decision. Full employment status possessing employees tend to buy goods from
highly branded companies. This can be justified that employees' status has higher impact on
processing of company.
The above presented data for the monthly income of customers indicate that £100-200 is
mostly possessed by 9 customers. On the other side, most of the customers spend £50-100 on
monthly purchasing from specified organization. On the basis of this, it can be specified by
referring opinion of Bloomberg (2018) there are several factors which has influence on
purchasing decision of customers. The one of the significant factor which has influence on
processing of buyers involves income earned by them. Customers spending power is largely
dependent on the level of income earned by them. There are various elements of digital
marketing practices which positively affect the buying decision of buyers but the amount earned
by them and budget for spending highly matters for the organization. Its crucial for the person
to make budget for having significant purchasing according to the income for maintaining good
lifestyle. On the basis of this, it can be specified that income is one of the factor which has
influence purchasing decision-making.
The presented data collected from the survey is indicating that online purchasing method is
highly referred by the customers. Respondents have highly given importance to online
purchasing as 10 customers has selected this category. On the other side, offline method is not
preferable for the customers. It can be valid by looking at the opinion of Rachinger and et.al.,
(2019) in the current era, there are several methods of purchasing has emerged that is providing
number of benefits to customers. The one of the significant method that is currently adopted by
buyers in the recent time is having connection with digital practices as enable to have relevant
processing. The benefits involve higher efficiency, varied options, effective communication
17

method, etc. On the basis of this it can be specified that online method is considered by the
customers for having number of specified benefits.
From the provided gathered data it can be interpreted that there are several requirements of
factors while making purchasing decision. 10 customers out of the 20 respondents have chosen
the agree option from the survey. It indicates that customer found digital marketing practices
being beneficial in having significant information which i crucial for decision-making. In
contrast to this, it can be mentioned that there are other options as well which involve strongly
agree, n neutral, disagree and strongly disagree which 3,2,1 and 4 respectively. It can be justified
by Cagle, Yılmaz and Doğru, (2020) statement that in the present working environment there is
requirement to pay attention on having relevant, reliable, timeliness, etc information which can
contribute in making sound decision. The present digital practices are leading to several frauds,
errors, etc which might impact the customers adversely in both financial and non financial
aspects. On the basis of this, it can be specified that in digital functioning there are several ways
in which collecting information and permit making strategic purchasing decision.
The presented table reflects that effective communication which involves respondents of 15
customers. In addition to this, the other features are less time-consuming, multiple location,
varied level of discover ability, etc. the main feature that has been identified from the evaluation
is that effective communication method contribute in achieving significant knowledge regarding
offers, discounts, etc. It is helpful for the organization to get higher productiveness and
effectiveness in turn making sound business decision can become possible. There are several
kinds of features which are provided by digital practices but one of the significant nature of it is
that it allows conducting proper communication in turn higher desirable outcome can be derived.
From the ascertainment of customer satisfaction which indicate that buyers are highly satisfied
as h12 respondents has given focus on this. In purchasing decision there are number of factors
which are required to be taken into consideration as affects the processing of customers. The one
of the significant component which is needed to be involved is their satisfaction with the digital
service provided by firm. On the basis of this, it can be specified that customers are satisfied
with these.
18

CHAPTER SIX CONCLUSION, RECOMMENDATIONS AND
IMPLICATIONS FOR FURTHER RESEARCH
Conclusion
From the above report it can be concluded that there is higher impact of digital
marketing practices on customers buying decision. The current research report has comprised
involved objectives and aim which has been accomplished through following provided
structure. Recent study has given emphasis on answering research questions so that accurate
details can be provided to understand depth of cBouwman, H., Nikou, S. and de Reuver, M.,
2019ustomer decision. In addition to this, present research report has involved literature review
which has been made by following the articulated themes. It has involved research methodology
by involving type, approach, philosophy, data collection, sampling technique, etc so that reliable
formulation of report can be seen. Questionnaire has been sent to selected sampling size. The
data obtained has been presented in findings and discussion conducted to obtain deeper
information.
Recommendations
 It is recommended to Morrison to adopt effective application of digital marketing
practices for providing positive impact on customers. The main reason for the success in
the current environment is to focus on having appropriate application of digital
marketing. The main reason behind applying the particular approach is to get ability to
connect with customers. It comprises display, email, social media marketing, etc. In
addition, this, having appropriate ability to make customers aware about products so that
higher positive impact on customers can be derived.
 This is suggested to the organization to focus on having market analysis so that
information regarding current prevailing trends can become possible. In addition to this,
Morrison can get depths details regarding prevailing circumstances so that suitable
digital action can be implemented. The main reason behind applying this is to
coordinate with changing situations.
 It is advised to Morrison to focus on having utilization of business and artificial
intelligence to achieve significant ability to use data in decision-making process of
business. The fact underlying behind applying this is to gain higher efficiency &
19

effectiveness sin organizational process to get higher customer satisfaction which can
lead to make decision in favor of firm.
Implications for further research
It can be done by conducting quantitative research through broadening the topic. This can be
helpful in having relevant availability of information that is useful in appropriate decision.
Conducting quantitative research with SPSS can be helpful in gaining numerical and fact based
data that can highly incline benefits of company.
20

REFERENCES
Books and Journals
Bloomberg, J., 2018. Digitization, digitalization, and digital transformation: confuse them at
your peril. Forbes. Retrieved on August. 28. p.2019.
Bouwman, H., Nikou, S. and de Reuver, M., 2019. Digitalization, business models, and SMEs:
How do business model innovation practices improve performance of digitalizing
SMEs?. Telecommunications Policy. 43(9). p.101828.
Cagle, M.N., Yılmaz, K. and Doğru, H., 2020. Digitalization of business functions under
Industry 4.0. In Digital Business Strategies in Blockchain Ecosystems (pp. 105-132).
Springer, Cham.
Cagle, M.N., Yılmaz, K. and Doğru, H., 2020. Digitalization of business functions under
Industry 4.0. In Digital Business Strategies in Blockchain Ecosystems (pp. 105-132).
Springer, Cham.
Cijan, A., and et.al., 2019. How digitalization changes the workplace. Dynamic relationships
management journal. 8(1). pp.3-12.
Gobble, M.M., 2018. Digitalization, digitization, and innovation. Research-Technology
Management. 61(4). pp.56-59.
Hendriarto, P., 2021. Understanding of the role of digitalization to business model and
innovation: economics and business review studies. Linguistics and Culture Review.
5(S1). pp.160-173.
Hofacker, C., and et.al., 2020. Digital marketing and business-to-business relationships: a close
look at the interface and a roadmap for the future. European Journal of Marketing.
Ilcus, A.M., 2018. Impact of digitalization in business world. Revista de Management Comparat
Internațional. 19(4). pp.350-358.
Imgrund, F., and et.al., 2018. Approaching digitalization with business process management.
Proceedings of the MKWI, pp.1725-1736.
Kraus, N. and Kraus, K., 2021. Digitalization of business processes of enterprises of the
ecosystem of Industry 4.0: virtual-real aspect of economic growth reserves. WSEAS
Transactions on Business and Economics. 18. pp.569-580.
Laudien, S.M. and Pesch, R., 2019. Understanding the influence of digitalization on service firm
business model design: a qualitative-empirical analysis. Review of Managerial Science.
13(3). pp.575-587.
Laudien, S.M., Bouncken, R. and Pesch, R., 2018. Understanding the acceptance of
digitalization-based business models: A qualitative-empirical analysis. Academy of
Management global proceedings. (2018). p.104.
Lee, Y.Y., Falahat, M. and Sia, B.K., 2019. Impact of Digitalization on the Speed of
Internationalization. International Business Research. 12(4). pp.1-11.
Legner, C. and et.al., 2017. Digitalization: opportunity and challenge for the business and
information systems engineering community. Business & information systems
engineering. 59(4). pp.301-308.
Legner, C., and et.al., 2017. Digitalization: opportunity and challenge for the business and
information systems engineering community. Business & information systems
engineering. 59(4). pp.301-308.
21

Luz Martín‐Peña, M., Díaz‐Garrido, E. and Sánchez‐López, J.M., 2018. The digitalization and
servitization of manufacturing: A review on digital business models. Strategic Change.
27(2). pp.91-99.
Moşteanu, N.R., Faccia, A. and Cavaliere, L.P.L., 2020, August. Digitalization and green
economy-changes of business perspectives. In Proceedings of the 2020 4th International
Conference on Cloud and Big Data Computing (pp. 108-112).
Moşteanu, N.R., Faccia, A. and Cavaliere, L.P.L., 2020, August. Disaster Management,
Digitalization and Financial Resources: key factors to keep the organization ongoing. In
Proceedings of the 2020 4th International Conference on Cloud and Big Data
Computing (pp. 118-122).
Rachinger, M. and et.al., 2019. Digitalization and its influence on business model innovation.
Journal of Manufacturing Technology Management.
Rachinger, M., and et.al., 2019. Digitalization and its influence on business model innovation.
Journal of Manufacturing Technology Management.
Urbach, N. and Röglinger, M., 2019. Introduction to digitalization cases: how organizations
rethink their business for the digital age. In Digitalization Cases (pp. 1-12). Springer,
Cham.
22

APPENDIX
Questionnaire
1. Gender:
 Female
 Male
2. What is currently employment status?
 Full-time employment
 Part-time employment
 Self-employed
 Unemployed
3. What is monthly income range?
 £100-200
 £200-300
 £300-400
 £400-500
 Above £500
4. How much you spend on purchasing for monthly?
 £50-100
 £100-150
 £150-200
 Above £200
5. Which method of purchasing is mostly preferable?
 Online
 Offline
6. Are digital marketing practices Helpful in gaining sufficient information for purchasing
decision?
 Agree
 strongly agree
 Neutral
 Disagree
 Strongly disagree
23

7. Which digital practice is most suitable for you?
 Chatbot
 Email marketing
 Social media marketing
 Social commerce and shoppable posts
8. What feature of adopted digital practices is highly beneficial for you?
 Less time-consuming
 Multiple location
 Effective communication
 Varied level of discoverability
9. Are you statised with digital practices adopted by Morrison?
 Very satisfied
 Satisfied
 Neutral
 Dissatisfied
 Very dissatisfied
Any recommendations
…........
24