Impact of Digitalization practices on customer buying behavior

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