Consumer Behaviour in Online Buying - Amazon

Research Dissertation
(Consumer Behaviour)

Abstract
The present study aim to identify the ways to change customer behaviour while buying
products online, therefore, it is a wide area of research, which is imperative in providing suitable
direction to the individual to enhance suitable idea and recognition in relation to the aspect of
consumers behaviour and the ways to change consumers behaviour while shop online. In this
present study, introduction provide an effective overview about the study and state the aim,
objectives an d questions that are significant to execute the project in appropriate manner. In this
present analysis literature review is executed for enhancing theoretical understanding in relation
to the aspect of consumers behaviour as in this information is accumulated by the opinion
analysis of authors and writers were providing their perception about the same area. In this
present analysis study has been executed over quantitative aspects as in this entire analysis is
based over quantitative investigation where information and data are gathered with and actual
facts and figures that are related with the aspect of consumer's behaviour and the factors that
influences consumers behaviour while doing online purchasing. In addition to this in this existing
area of investigation both primary and secondary source of data collection are implemented as
these two are supportive in executing in-depth analysis. Primary research being executed by the
support of developing questionnaire which covers the aim and objective of the research on the
other hand which supports the theoretical framework. However conclusion has been drawn by
presenting the factors like market competition, change in consumer choice, security risk, extra
shipping cost and so on that are effective in influencing the buying intention of a buyer in
relation to doing online shopping. At the end few recommendations are provided to Amazon for
attracting more and more customers towards their operations and resolving their issues in
effective manner to retain and sustain them for longer run of business operations.

Table of Contents
Abstract............................................................................................................................................2
Title of the Research........................................................................................................................1
Research Aim, Objectives and Questions........................................................................................1
Overview of the topic.............................................................................................................2
Overview of the company......................................................................................................2
Rationale.................................................................................................................................3
Structure of the Project...........................................................................................................4
Chapter 2: Literature Review...........................................................................................................6
Chapter 3: Research Methodology.................................................................................................13
Chapter 4: Investigation: Results...................................................................................................19
Chapter 5: Investigation: Analysis.................................................................................................36
Chapter 6: Conclusion....................................................................................................................40
Chapter 7: Recommendation..........................................................................................................42

Title of the Research
Consumer behaviour in online buying- Amazon.
Research Aim, Objectives and Questions
Aim
Research aim, mainly defined as a predetermined statement which is imperative in
providing suitable assistance to the investigation to aid the project in right manner. Therefore,
research aim is present in a single statement which helps in determining the actual purpose of
executing the research. The suitable aim of this investigation is “To identify the ways to change
customer behaviour while buying products online. A study on Amazon”.
Objectives
Research objective is an unmistakable and succinct explanation that help with portraying
what are the assumption which will be emotionally accomplished by research insightful
practices. These sorts of perspectives help with deciding the extent of the examination on a
particular and clear point. Research Objectives over the aspect of analysing the ways of
influencing consumer behaviour while making online purchase are decide underneath:
 To analyse the basic framework of consumer behaviour
 To evaluate the factors of consumer behaviour while buying products online
 To analyse the challenges faced by Amazon in order to attract customers To analyse the ways used by Amazon to mitigate issues related to consumer behaviour
Research questions
Research question is significant piece of exploration which depends on research aim and
objectives. This piece of exploration will uphold researcher to achieve research destinations
without any problem. Therefore, the questions of the research is widely interconnected with the
aim and objectives of the research as these are simply present in questions form over the area
which is needs to be investigated in the research. therefore, here are some research questions
which will be decide as under:
 What is the basic framework of consumer behaviour?
 What are the factors within consumer behaviour while buying products online?
 What are the challenges faced by Amazon for attracting customers?
 What are the ways in which Amazon can mitigate issues related to consumer behaviour?
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Chapter 1: Introduction of Investigation
Overview of the topic
Consumer behaviour is the study of how individual customers, groups or organizations
select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers
to the actions of the consumers in the marketplace and the underlying motives for those actions.
Consumer behaviour is the study of individual behaviour and their inclination towards. This is
the aspect which is associated with human psychology and motivation. In current time trend of
online shopping is increasing and this is the major reason of changing of customer behaviour
(Szmigin and Piacentini, 2018) . So this can be said that there are numerous options which are
associated with consumer behaviour and could lead customers to take their own decision in
significant manner. Similarly there are numerous options which are leading to develop such
understanding within customers so that they can acquire decisive environment. Consumer
behaviour is mainly defined as the study of individual, business or groups and all the activities
associated with the purchase, use and disposal of products and services and how the consumers,
behaviour, emotion, intention influences the buying behaviour. In addition to this, online
shopping behaviour mainly consists of buying procedure of products and services via internet.
Therefore, the buying process has assorted steps that are similar to physical buying behaviour. In
today’s modern business era people are increasingly moving towards online shopping as it
provides wider platform to the individuals to select things as per their requirement and also
compare things from the other sites and make the suitable selection of the products and services
(Parsons, Maclaran and Chatzidakis, 2018). Therefore, online business is widely concern over
analysing the buying behaviour of the customers to provide them effective services. In the
context of this present investigation work, study has been executed over Amazon, therefore, this
is leading multinational technology company which is operations all round the globe. Thus, the
company is concern over analysing the behaviour of customers for providing them effective
services and facilities to satisfy their needs and wants.
Overview of the company
Amazon is an American multinational company which is associated with providing e-
commerce services, digital streaming and many more digital services. The company was offered
as world's most valuable brand which is influencing economy and society in direct manner. Jeff
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Bezos is the founder of Amazon and he founded Amazon in the year of 1994. Amazon is
headquartered in Seattle which is a centre location of the country and helped the business to
grow in appropriate manner (Di Talia, Simeone and Scarpato, 2019). The company is having its
operations all around the globe as the company is operations with the support of around 1298000
employees who are putting their significant efforts in the growth operations of the business. The
company is providing different facilities via Amazon.com, Amazon Alexa, Amazon App store,
Amazon Prime, Amazon Prime video, Amazon web services and so on. The estimate revenue of
Amazon in 2020 is around 386.064 billion. Therefore, the company deals in different segments
like Cloud computing, E-commerce, artificial intelligence, digital disruption, self driving cars
and consumer electronics. It had been observed that Amazon has 9.7 million sellers worldwide,
of which 1.9 million are actively selling on the marketplace. The number of sellers on Amazon is
growing with the fast and rapid speed. In fact, every year, more than a million new sellers join
Amazon. Along with this, it has been also observed that Amazon sells more than 12 million
products, not including books, media, wine and services (Bigne and et. al., 2018). When Amazon
Marketplace sellers are factored in, the total product count balloons to more than 353 million.
Further, it has been also observed that Amazon is set to clear $258.22 billion in US retail sales in
2018, amounting to 49.1 percent of all online retail spending in the country, and 5 percent of all
retail sales (Boccia, Covino and Sarnacchiaro, 2018). As a large and most leading e-commerce
company the key motive of Amazon is to analysing the behaviour of customers in the manner to
increasing the operations and progression of the business. Therefore, behaviour analysis of
consumer is imperative to enhancing the operations of the business.
Rationale
The major rationale of this research is to understand various concepts of consumer
behaviour as in context of online purchasing. Besides this the research is providing various
business insights in relation to developing such dimensions for the business which is associated
with dealing in differential manner. This research is associated with developing personal and
professional inclination by the researcher as this research will lead the researcher to undertake
various dimensions in together (Le and Kieu, 2019). In terms of personal aspect this research
will be helpful in developing various skills such as communication, market analysis and critical
thinking skills. In contrary for professional aspect this research will develop such understanding
within researcher through which they can perform future researches in appropriate manner. The
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another key reason for executing this analysis is the personal interest of the researcher, as the
investigator wants to explore own idea and knowledge in relation to the chosen subject as the
investigation seeking for enhancing knowledge about the aspect of consumer behaviour and how
the behaviour of people are affected while doing online shopping. In addition to this, the study is
also imperative in providing suitable idea and recognition to individual who wants to gain idea
about the specific subject. The project is also valuable in providing suitable idea about the
implementation of methodologies which would helps an individual in assisting their future
projects in more liable manner.
Structure of the Project
This is the important area of an investigation as it provides an outline specification to the
work for aiding the project in right line to generate suitable outcome, therefore, an investigation
is based on different chapters and all the chapters are significant in investigation a specific area
(Wiederhold and Martinez, 2018). The chosen study area is wide as the investigation is based on
identifying the ways to change customer behaviour while buying products online, project
structure is effective in providing suitable idea about the entire investigation and the stages that
are effective to execute the work and idea about the chapters which are covered in the study. The
suitable chapters for this analysis are associated as under:
Chapter 1: Introduction
It is an initial segment of thesis which incorporates distinctive sub focuses like
foundation of overview of the research area, background of the business, reason of executing the
research, aim, objective, research questions, project structure and so on These focuses assists
researcher with finishing presentation section in orderly way (Boccia, Covino and Sarnacchiaro,
2018). This is significant part since this containers base for entire examination, subsequently this
must be done in fitting way. With setting points and goals about identifying the ways that affects
consumer’s behaviour while doing online shopping, at that point it is lead remaining parts of the
examination.
Chapter 2: Literature Review
It is another significant segment of thesis which will uphold researcher to assemble
secondary data in regards to identifying the ways that influences consumer behaviour while
doing online purchasing. At the point when data is gathered through online sources, it is
examined in this segment. This data is gathered through appropriately dated and real sources, so
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