Exploring the Impact of E-commerce on Customer Satisfaction

The provided content appears to be about the advantages of low-cost secondary research, particularly in the context of data collection. The assignment aims to explore the views and experiences of customers from the Middle East region regarding e-commerce. A questionnaire is provided to collect demographic information and opinions on various aspects of online shopping, including satisfaction, convenience, and factors that influence purchasing decisions.

Dissertation
(To analyze the impact of E‐commerce on
Individual habits and spending in the fashion
industry)

ACKNOWLEDGEMENT
First and foremost, I would like to express my gratitude to my mentor who has assisted
me in providing knowledge and enough support for carrying out the research in an effective
manner. Next in the series, I would like to thank my friends, colleagues and family members
who have assisted me at every stage of thesis. With their support, I was able to complete my
dissertation effectually. Lastly, I would also like to acknowledge my team members who have
helped me in gathering information and analyzing it later.
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ABSTRACT
E-commerce is new concept for current activities being carried out in different manner.
Since there is presence of communication networks, the firm makes fuller utilization of their
capability in order to develop opportunities by the entrepreneur. The rise in internet as well as
world wide web has resulted in transformation of global commerce. This demonstrates
instantaneous and inexpensive contact between sellers, investors, buyers, financers and
advertisers across the globe. Because of rapid integration of internet and other
telecommunication based functions in all the spheres of business there is rise in international
focus given on the new era of e-commerce.
The research methodology that has been used in the present dissertation positivism
philosophy has been applied. In addition to this deductive approach and descriptive research
design has been employed. The technique of sampling used in the present investigation is
probability sampling. Moreover data has been gathered from both primary and secondary
sources. The analysis of the data in the present dissertation has been done through quantitative
technique. This makes use of tools such as SPSS and Excel.
It can be concluded that e-commerce has significant impact upon the purchasing or
spending power of the customers. With the evolution of e-commerce and other technological
developments large number of business organizations are become able to serve all the customers
who resides at different places of the world. People spend more time on social networking sites.
Thus, Moreover, business entity who offers online product or services can encourage potential
customers by placing an advertisement on social networking sites. In order to increase the
individual habit and spending power there are several improvement is required in e-commerce.
By resolving all the issues online stores are able to push up its sales. Privacy and security is one
of the main issue due to which customers prevent to make online purchase. Thus, e-commerce
sites needs to make of authenticate software which restricts hackers to hack the banking
information of the customers.
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TABLE OF CONTENTS
CHAPTER -1 INTRODUCTION ...................................................................................................6
1.1 Overview................................................................................................................................6
1.2 Rationale for the study...........................................................................................................6
1.3 Research aim and Objectives.................................................................................................8
1.4 Research questions.................................................................................................................8
1.5 Potential significance.............................................................................................................8
1.6 Framework and analysis........................................................................................................9
1.7 Chapter structure..................................................................................................................10
CHAPTER– 2 LITERATURE REVIEW .....................................................................................12
2.1 Introduction..........................................................................................................................12
2.2 Concept of e-commerce and its importance.........................................................................12
2.3 Benefits of e-commerce for customers................................................................................16
2.4 Key drivers for e-commerce................................................................................................19
2.5 Trends in individual habits and spending over the period of five years..............................21
2.6 Ways in which e-commerce affects individual habits and spending...................................24
CHAPTER- 3 RESEARCH METHODOLOGY...........................................................................27
3.1 Research Type......................................................................................................................27
3.2 Research Approach..............................................................................................................28
3.3 Research philosophy ...........................................................................................................28
3.4 Research Design...................................................................................................................29
3.5 Data collection methods.......................................................................................................29
3.6 Sample selection..................................................................................................................30
3.7 Data analysis plan................................................................................................................31
3.8 Accessibility issues..............................................................................................................32
3.9 Ethical considerations..........................................................................................................33
3.10 Research limitations...........................................................................................................33
3.11 Reliability and validity of the research .............................................................................34
3.12 Conclusion.........................................................................................................................35
Chapter -4 data analysis ................................................................................................................36
4.1 Introduction..........................................................................................................................36
4.2 Quantitative analysis............................................................................................................36
CHAPTER- 5 CONCLUSION AND RECOMMENDATIONS...................................................53
5.1 Conclusion...........................................................................................................................53
5.2 Recommendations................................................................................................................57
REFERENCES..............................................................................................................................61
APPENDIX ...................................................................................................................................66
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CHAPTER -1 INTRODUCTION
1.1 Overview
In the present competitive business era, e-commerce is becoming one of the fastest
growing branches of trading through internet. It is an effective tool that is applied by the firms
with an aim to increase the sales of its products and services. Before the development of e-
commerce, process of marketing was sales force driven. With the emergence of it, the overall
process of trading has been changed. Thus, it can be stated as the process of carrying out
business transactions through internet. E-commerce exists since 40 years which came into
emergence from transmission of message electronically (Goldmanis, Hortaçsu, Syverson and
Emre, 2010). E-commerce possesses a significant role in advertising and distributing the
products and services to distinct locations. The internet technology has gained acceptance
because of the fact that in 2005; more than 42 million households have broadband cables and
DSL access. As there is increase in number of individual’s purchasing online, there is rise in e-
commerce trend which has made the process of trade much easier than ever before.
Before 10 years ago, several retail firms do not believe that customers would ever make
the purchase of fashion online. However, it has turned to be wrong. Today, high street retailers
are trying to determine their percentage of sales in case if they sell through the means of e-
commerce. The sales of online apparel continue to capture higher market share. In the present
scenario, retailers are trying to enhance their scale of e-commerce operations (E- commerce is
changing the fashion industry- its time to catch up, 2016). This is done by making investment in
online sale platforms that displays the products and converts the prospects into buyers in an
effective manner. E-commerce has gained success in the category of apparel as a reason of easy
and free returns and innovative tools of visualization that result in increasing the sales by fashion
industry. Thus, it has become difficult to measure the scope of e-commerce in market place as it
provides greater advantage over bricks and mortar stores and mail order catalogs.
1.2 Rationale for the study
The purpose for which present investigation is carried out is related with the analysis of
impact of e-commerce on individual’s habits and spending in fashion industry. The research will
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be carried out in the field of online business as it is becoming important in the present
competitive era.
What is the research issue?
The issue in present research is in relation with the changing habits of customers that has
a greater impact on the way in which firm operates. Further, with the emergence of e-commerce,
there is decline in the sales of outlets in fashion industry. Thus, this requires them to adopt
suitable strategies of carrying out business transactions so that they can gain competitive
advantage in the long run.
Why it is an issue?
It is an issue due to the reason that today; individuals are located at distinct and remote
places. Moreover, they possess busy work schedules. Thus, this in return has huge impact on
buying habits of the customers. Today, individuals are unable to devote their time in buying
products and services of fashion industry from boutiques or outlets (Pahnila and Warsta, 2010).
Further, the inclination towards purchasing online is increasing significantly as it offers many
benefits to the customers. With this, there is decline in the sales and profitability of businesses
that are not operating online. Therefore, it affects their survival in the market for longer time
span.
Why it is an issue now?
This has become an issue now days because there is greater competition among
organizations which are operating in the fashion industry. These businesses are increasing their
sales by carrying out trade over internet (Crespo and del Bosque, 2010). This leads to the
accomplishment of consumer’s demand with greater ease and minimal efforts. Further, it also
facilitates in benefiting the individuals who are residing at distinct locations.
What could this research shed light on?
Present investigation sheds light on the role of e-commerce in bringing changes in the
habits and spending of consumers. Further, thesis would demonstrate the advantages of online
business for customers. Along with this, it also demonstrates the major drivers for e-commerce.
Lastly, it sheds light on the trends that have emerged in the individual habits and spending over
the period of five years.
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1.3 Research aim and Objectives
The aim of present dissertation is to analyze the impact of E-commerce on individual
habits and spending in fashion industry in Middle East area.
Research Objectives
 To explore the concept of e-commerce and its benefits for customers.
 To assess the key drivers for e-commerce.
 To identify the trends in individual habits and spending over the period of five years.
 To investigate the impact of e-commerce that affects the individual habits and their
spending power.
1.4 Research questions
 How e-commerce is benefiting the customers of fashion industry?
 What are the key drivers for e-commerce?
 How e-commerce influences individual habits and spending in fashion industry?
 What are the trends prevailing in individual habits and spending over the period of five
years?
1.5 Potential significance
Present study is suitable in carrying out in-depth assessment of the impact of e-commerce
on individual habits and spending in fashion industry. Moreover, it helps in gaining knowledge
regarding the benefits of e-commerce for consumers. The potential significance of present
research has been presented as such. Present thesis possesses greater significance for the scholars
and researchers who have interest in conducting investigation on the similar subject that is
related with assessing the impact of e-commerce in fashion industry. In addition to this, present
research would be of greater importance for the academicians who are conducting Ph.D. This is
due to the reason that present investigation provides adequate amount of knowledge in relation to
e-commerce and the manner in which it influences individual habits and their spending power.
Present thesis can prove to be significant for e-commerce industry as it would assist in
gaining in-depth knowledge to conduct the transactions of business with minimal efforts.
Moreover, it assists them in developing understanding regarding the benefits of using e-
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commerce while carrying out the trade. Another major significance of present research is for the
thinkers and scholars (Ha and Stoel, 2012). This is because; the investigation represents
innovative information in relation to the methods that are being applied while the study is being
carried out. Such can be helpful for thinkers in developing better understanding regarding the
methodologies in an effective manner.
1.6 Framework and analysis
It is one of the most significant sections of the research. This is significant due to the
reason that through this, analyst can effectively gain insight to the outcomes from investigation.
In addition to this, it facilitates in developing sound decisions by the researcher. By considering
this, there are several stages which have been presented in the following manner: Research philosophy: It is defined as the development of background, knowledge as well
as its nature for investigation. Research philosophy has been divided into two categories
which includes positivism and interpretivism. In the present thesis, positivism philosophy
will be applied. This is because; it assists the researcher in presenting his own opinions
for the evaluation of social world. Research approach: It is referred as the manner in which investigation is being carried
out in future. Research approach is categorized into two which includes deductive and
inductive approach. For the present dissertation, deductive approach will be employed as
it provides opportunity towards hypothesis development by the researcher with the use of
theory (Sample Dissertation Methodology, 2013). Research design: It is considered as an overall strategy that can be selected with an aim to
integrate various components of research in a logical manner. This assists in ensuring that
research problem is addressed in an effective way. There are three kinds of research
designs which involves exploratory, descriptive and causal. In the present thesis,
descriptive research design will be employed. This is because; it acts as an aid in
describing the characteristics of population in an effective manner (Research design,
2014). Sampling: The concept of sampling can be defined as a tool which is applied with an aim
to study the selected items. Sample is referred as a subset of population that assists in
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representing the entire population. The methods of sampling include probability as well
as non probability sampling. In the present thesis, probability sampling will be employed.
Under this, selection of sample will be done on random basis. This is because; it provides
an equal chance to every individual for getting selected as a participant for the
investigation. The size of sample will be 50 customers who make use of online services
for the satisfaction of their needs in Middle East area. Research types: This can be qualitative and quantitative. The present investigation is
quantitative in nature. Therefore, quantitative research type will be employed in the
present thesis. Data collection: It serves as an important aspect in each investigation. It involves
application of appropriate tool that can be used by the researcher for collection of data
which thereby results in the achievement of research aim and objectives. In the present
thesis, data will be gathered through both primary and secondary sources. For primary
data, collection technique of survey will be used. This requires development of
questionnaire by the researcher. On the other hand, secondary data will be gathered
through several sources such as books, online articles and journals (Secondary Research
– Advantages, 2014).
 Data analysis: Another major aspect after the collection of information is related with
analysis of data. It is defined as the procedure that facilitates in applying logical as well
as statistical tool with high level of effectiveness. In the present investigation,
quantitative technique will be used. This makes an effectual use of tools such as SPSS
and Excel.
1.7 Chapter structure
The present research involves several chapters that act as an aid in the accomplishment of
thesis. In the present dissertation, chapters that will be discussed are stated as under: Chapter- 1 Introduction: This is considered to be the first part of thesis. It involves
overview of phenomenon under study. The chapter is effective in providing framework
with respect to the subject under investigation. At the beginning of research, overview of
topic is presented. Further, this involves detailed assessment of research study and its
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association with the organization. Along with this, it also involves aim and objectives of
research on the basis of questions relating with investigation. Lastly, it covers the tools
that will be engaged in research with their significance. Chapter- 2 Literature review: This is another crucial part of dissertation that includes
opinions of various authors with respect to the behavior of individuals towards e-
commerce. This section makes evaluation of the knowledge as well as information which
prevails in the piece of literature as a secondary source. Further, the role of e-commerce
in fashion industry will be involved in this section. The chapter gives clear picture of the
author’s views regarding the impact of e-commerce on individual habits as well as on the
spending of people in fashion industry. Based upon published information, in-depth
research will be carried out with respect to the subject matter under research. Chapter- 3 Research methodology: This chapter of dissertation includes tools and
techniques that will be employed for conducting investigation. This is in accordance with
the objectives of research. This section presents the tool that can be used for carrying out
the research. Further, justification for the selection of particular technique will be
provided. This is done with an aim to offer in-depth knowledge regarding phenomenon
under study. Chapter- 4 Data analysis and findings: In this section, researcher presents the
information that is collected with the assistance of primary as well as secondary sources.
The chapter involves analysis of gathered data. With the assistance of this, analysts will
be able to draw valid outcomes from the investigation.
 Chapter- 5 Conclusion and recommendation: It is the final section of thesis that includes
demonstration of outcomes that are gathered at data analysis stage. In addition to this, the
chapter presents suitable recommendations that can facilitate in addressing the research
issues.
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CHAPTER– 2 LITERATURE REVIEW
2.1 Introduction
Following the initial chapter of introduction, another part of thesis includes review of
literature. This section covers the opinions of different authors with respect to phenomenon
under subject matter. The data reflected under this chapter is collected with the assistance of
secondary sources. With the assistance of such, investigator is able to further conduct the
research. There is greater role of literature review section in analyzing the gap which has taken
place in the researches that have been carried out earlier. Efforts are being made in order to
reduce the gap in the present investigation so that valid outcomes can be drawn. In addition to
this, chapter involves critical evaluation of the viewpoints of analyst in a brief manner. Thus, this
acts as an aid in the development of theoretical base with respect to the phenomenon under
study. The chapter of literature review in the present thesis involves concept of e-commerce and
its importance. Further, it covers advantages of online trade for customers. At last, the section
makes evaluation of trends within individual habits and their spending over period of five years.
Chapter portrays the manner in which e-commerce influences the habits and spending of
individuals.
2.2 Concept of e-commerce and its importance
The higher rate of organization for conducting business over internet has increased the
importance e-commerce. In accordance with the views of Mamaghani, (2009) it has been
assessed that e-commerce is a new concept for current activities being carried out in a different
manner. Since, there is presence of communication networks, the firm makes optimum
utilization of their capability in order to develop the opportunities by entrepreneur. The rise in
internet as well as World Wide Web has resulted in the transformation of global commerce. This
demonstrates instantaneous and inexpensive contact between sellers, investors, buyers, financers
and advertisers across the globe. Because of rapid integration of internet and other
telecommunication based functions in all the spheres of business, there is rise in international
focus that is given on the new era of e-commerce. As per the viewpoints of Kraemer and et.al.,
(2006), it has been examined that the concept of e-commerce is much broader which not only
encompasses EDI but other forms of communication as well. This can include E-mail as well as
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electronic bulletin boards. The development of EDI was done with an aim to exchange high
volume of commercial documents in a standardized electronic format. The term e-commerce
refers to buying and selling of commodities and transmission of funds over electronic network. It
has been assessed that these transactions of organization occurs either in case of business to
business, business to consumers, consumer to business or consumer to consumer. The concept of
e-commerce as well as e-business is frequently used interchangeably. In accordance with the
views of Hertwich, (2005), it has been gained that e-commerce can be carried out by using a
wide range of applications. This includes online catalogs, email, fax web services, electronic data
interchange, file transfer protocol as well as shopping carts. There has been increased
development in the era of e-business. In the present competitive business environment, e-
commerce is considered as boon for the firms in carrying out their activities online in an
effective manner. On the other hand, it is referred as any kind of business transaction where
parties interact with each other through electronic means instead of physical exchange or direct
physical contact. From the opinions of Shahriza Abdul Karim and Hasan, (2007), it can be
asserted that e-commerce is attached with buying and selling through internet. This also includes
carrying out transactions with involvement of transfer of ownership or rights of utilizing goods
or services by computer mediated network. The e-commerce technology makes an effectual use
of electronic communication as well as digital information processing technology in business
transaction in order to develop, transform as well as redefine the relationship for creating value
between organizations and individuals. AlGhamdi and et.al., (2012) asserts that e-commerce has
been in existence since 90s. However, since few years, e-commerce is gaining huge attention
from the entrepreneur as well as customers both at local and international level. This is majorly
due to reason that is related with the presence of highly successful operations on certain
renowned internet names that includes eBay, Yahoo and Dell.
As per the views of Palvia (2009), it has been examined that e-commerce has a great
importance on the basis of fact where time is essence. In commercial market, the role of time is
important for both consumers as well as business. From the perspective of business, if less time
is spent on every transaction then more value can be generated by organization on the particular
day. In addition to this, consumers would want to save a lot of time while transactions are being
carried out. Due to this reason, stages in e-commerce have replaced traditional commerce where
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a single transaction can result in generating greater amount of valuable time for both the parties.
In accordance with the views of Anderson (2008), it has been examined that e-commerce enables
in the accomplishment of transaction with greater ease. This can be done by just single clicks
within minutes. For instance, transactions relating with banking can be accomplished with the
assistance of internet within few minutes in comparison with the traditional banking method that
can take hours for completion. Due to existence of such fact, it is evident that e-commerce is
beneficial for both organization and customers in completing payment and documentation in an
efficient way.
From the business point of view, e-commerce is a cost effective means of carrying out
trade in comparison with the traditional e-commerce method. This is because of the reason that
with the assistance of e-business, the middleman cost is saved and thus, it is transferred to other
business aspects. For instance, one of the major computer businesses such as Dell is practicing
such by carrying out their operations over internet. Further, they do not involve third parties. In
accordance with the views of Lehr and et.al., (2005) it has been assessed that marketing through
e-commerce can lead to the attainment of better ratio between customer to cost. It has been
assessed that putting an advertisement over internet can be much cheaper as compared to
roadside banners or television commercials. Another major importance of e-commerce is that the
total cost incurred in running the firm is lesser in comparison with traditional commerce. Due to
this reason, it can be stated that greater amount of cost can be reduced through e-commerce. For
instance, in order to run e-business, there is need of just head office instead of outlet with fewer
branches. Along with this, cost relating with staff, communication, office rent and maintenance
can be substituted by single cost that includes web hosting for e-business. As per the views of
Stranahan and Kosiel, (2007), it has been gained that role of connectivity is a crucial factor in
determining the entire business. In accordance with the business viewpoint, e-commerce has
importance in providing better connectivity for its customers. This is because; their particular
website can be accessed virtually from any location with internet. In this manner, higher number
of potential customers can be in touch with business. Thus, this leads to elimination of barriers
relating with geographical location. As per the customer’s view points, e-commerce is a
convenient source that can browse through whole directories of catalogues without any trouble.
In addition to this, it can make comparison among the prices of products that can be purchased
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from one country to another from any distinct location. Apart from this, AlGhamdi, Drew and
Al-Ghaith, (2011) asserts that for both business as well as consumer e-commerce has proved to
be convenient as online trading is less time consuming as compared with traditional commerce
method.
As per the global market sense, e-commerce appearance has resulted in opening up
windows of opportunity for a wide range of firms and investors. For example, as a reason of
boom in e-commerce, more number of resources is directed into electronic securities, new
technologies, business plans as well as internet facilities. With the emergence of such
phenomenon, wide range of new markets has come into existence from e-commerce itself that
has boosted the global market. With less number of issues, e-commerce has continued to mature
in the global market. Further, it would become an important business plan for organization for
the purpose of survival and to stay competitive in ever changing market. In accordance with the
views of Longman, O'Connor and Obst, (2009), it has been examined that role of e-commerce is
essential in affecting the decision regarding purchase. When decision is developed by customers
towards purchasing online, the website is considered as showroom from where the customers can
carry out investigation. The importance of e-commerce has greatly increased due to the reason
that it provides personalized experience. Further, it plays a vital role in providing opportunity to
offer the customer with support 24*7. A sound strategy of e-commerce adds to excellence in the
customer’s service. This is further important in increasing the sales as well as profitability of
organization to a high extent (AlGhamdi and et.al., 2012). In the present era, buyers possess
higher expectations relating with customer experience. By taking benefits of e-commerce,
customers can enhance their experience. The significance of e-business is that it assists in
broadening brick mortar store that acts as an aid in providing the products as per customer’s
expectations.
As per the views of Choudrie and Dwivedi, (2006), it has gained that the importance of e-
commerce is becoming wider as there are wide range of developments emerging in the
technological environment today. With the updation in technological aspect, firms are required to
bring changes in the process of working. This is in order to enhance their survival in the market
in the long run. It has been assessed that becoming more technological savvy increases the
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efficiency of organization to deal with different business transactions effectually. Moreover, it
has importance towards providing sound response to the queries of customers.
2.3 Benefits of e-commerce for customers
The internet enabled technology is bringing alterations in the development of electronic
commerce. With the usage of e-commerce, organization can trade with other firms or customers
from any part of the world and at any point of time. This assists in bringing many opportunities
for the organization. In accordance with the views of Su and Adams, (2005), it has been
examined that certain firms have created their own e-commerce with an aim to cope up with the
changes. Further, this is in order to resolve the challenges that exist in traditional business model.
There are several benefits of electronic commerce for customers which have increased its
importance of in the competitive business environment. E-commerce is considered as one of the
fastest growing sectors across the globe. There is presence of thousands of e-commerce website
all over the globe. It has been examined that there is greater benefit of the newer technology in
enhancing the shopping experience of customers. As per the viewpoints of Yun and Good,
(2007), it has been argued that e-commerce has offered consumers an opportunity to save
immense amount of monetary resources while making purchases. It is considered as one of the
essential factors that has made e-commerce popular in price sensitive nation. Another major
advantage of e-commerce is that it facilitates the customers to buy products of their choices by
sitting at a particular location and making use of e-commerce sites. This just requires individuals
to visit the site, order the product as well as receive them at door. In addition to this, organization
possesses good options to choose. The sites of e-commerce display all the products which
include one having different colors, sizes and dimensions. This offers greater convenience to the
customers in terms of picking up the goods as per their choice. Fasli, (2007) asserts that there are
huge options available to customers regarding payment. It has been examined that individuals
can make payment for their purchases by several modes which include internet banking, credit
card, debit card, cheques and even cash on delivery. Therefore, consumers possess the option to
make selection of payment method in accordance with their convenience. Availability of options
for the payment acts as an aid for the business in gaining trust of customers in the organizations
for long term. In accordance with the views of Jansen, Sobel and Cook, (2011), another benefit
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of e-commerce is related with return and after sales service. There are many e-commerce sites
that possess policies of 30 days free return. This acts as an aid for the customers in making return
in case if they are not satisfied with the product. For after sales service, customers can also
communicate with e-commerce sites that can help them in resolving their queries. E-commerce
sites possess endless benefits and have bought changes in the manner in which individuals can
do shopping across the globe.
Electronic commerce is comprised of buying and selling of products with electronic
systems such as computer networks as well as internet. As per the views of Zhang and Myers,
(2005) it has been asserted that in the modern world of technology, e-commerce is becoming a
significant option for several businesses as there is presence of immense amount of firms that are
keen in making development of their online stores. As there is increase in the demand for online
purchasing, more number of businesses is moving to e-store from brick and mortar stores. For
instance, in US, more than 60% of the people are making purchase through online means as it
offers greater comfort to them from their homes. This figure is demonstrating an increase in a
constant manner. By taking into account such figure, it can be said that there is tremendous
increase in e-commerce because of the range of benefits that are being offered by the industry.
Karakaya and Stahl, (2009) asserts that in the present era, e-commerce has revolutionized the
manner in which organizations are carrying out trade. Today, the customers can make purchase
of anything online. It has major feature relating with support in 24*7 that grants ultimate
shopping experience to the individuals. Certain another benefits of e-commerce includes the
following:
Convenience and Easiness
For several people across the globe, e-commerce has become one of the most preferred
ways that is used for shopping. This is due to the reason of easiness as well as convenience that
is offered by it. In accordance with the views of Qualman, (2010), it has been argued that e-
commerce allows the customers to buy products and services from their residence at any point of
time. The most effective aspect relating with e-commerce is that such buying option is quicker,
convenient and user friendly which possesses capability to make funds transfer online. As a
result of convenience, consumers can save huge amount of funds and time by carrying out search
of product easily and by making the purchase online.
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Offers data sheet of products
As per the views of Gilbert, (2007), it has been assessed that customers can effectively
gain description from the catalog of online product. It is important for customers to have
complete knowledge regarding the product. This is due to the reason that this assists the
customers in making decision in relation with purchase. Thus, selection decision can be made in
accordance with the needs and requirements of customers in an effective manner.
Attract new customers with visibility of search engines
It has been determined that physical retail is run through the means of factors such as
branding and relationship. However, online retail is driving through traffic that emerges from
search engines. It is not so common for the customers to follow a particular link in the search
engine results and to reach at an e-commerce website about which they have never heard earlier.
Comprise warranty information
The information relating with warranty is provided with the product description as well
as data sheets. It is important that customer is aware with the essential terms and conditions that
are attached with the purchase. With such information, customers are benefited to a greater
extent. It acts as an aid in providing crucial information that is associated with the product. Thus,
this has resulted in increasing satisfaction among customers to a high extent.
It has been examined from the viewpoints of Harn, Khatibi and Ismail, (2006) that with
the assistance of e-commerce, customers can carry out transactions for the product as well as
make enquiry whenever required and from any place. The customers are offered with support of
24*7 which assists in resolving their issues at any point of time. There is major advantage of e-
commerce regarding the number of options provided and quick delivery of the products. There
has been huge significance of e-commerce in providing more options to the customers for
comparison and selection of cheaper and better options. Another major benefit offered to the
customers through E-commerce is that with this, customers can make review of the comments
about the product and can determine the products that are bought by others. Thus, e-commerce
provides an opportunity to the customers towards making review of the comments provided by
different customers. This assists in making suitable decision regarding the purchase of a product.
. The major merit of e-commerce of customers is that with this, they can gain insight to the
relevant detailed information within seconds instead of waiting for days or weeks. In accordance
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with the views of Susskind and Stefanone, (2010), it has been determined that e-commerce has
resulted in increasing the competition among firms. Thus, such has resulted in providing
substantial discounts to the customers. This acts as a major benefit in terms that it helps the
clients in getting the product with minimal investment of financial resources. Fornell, Rust and
Dekimpe, (2010) asserts that e-commerce has lead to reduction in the selling price of product.
This is due to the reason that assists in eliminating the intermediaries. This in turn acts as an aid
in minimizing selling and distribution cost. Therefore, customers can buy products at lower
price. Shopping search engines as well as comparison shopping websites are the new forms of
intermediaries that help the customers in locating the best prices for the products and services
which are required by them. There has been emergence of new intermediaries under e-commerce
like eBay.com which has offered the platform for C2C business and enables the individuals in
buying and selling from one another without the presence of any intermediaries. However in
accordance with the views of Peng, (2007), it has been examined that e-commerce has no
personal touch. This implies that they do not have salesman who can explain the features of
goods. Further, it does not offer the customers with an opportunity to touch the product before it
is being purchased. Along with various benefits, e-commerce has another major demerit that is
related with privacy. Generally, online business makes acceptance of payment through credit
cards. For this, they require customers to provide personal data. Though the vendor might but use
data for any illegal activities, hackers can steal information from him. Thus, customers might
face risk relating with identity theft and credit card fraud.
2.4 Key drivers for e-commerce
There is presence of several key drivers that helps in the promotion of e-commerce.
There are several approaches that have acted as an aid in increasing the role of e-business at the
market place. The key drivers relating with electronic commerce involves several factors like
with political, social, technological and social factors. These have increased the attraction of
people towards e-commerce to a significant level. In accordance with the views of Gilbert,
(2007), it has been examined that with the increase in extent of advancement in
telecommunication infrastructure, greater access is provided to business and customers in
relation with new technology. Through advancement in conducting business operations, the role
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of e-commerce has increased in various businesses to carrying out their functions with
effectiveness. In the present era, different firms make an effectual use of high technology in their
working in order to enhance their growth and survival in the market. This also assists the
business in gaining competitive edge in the market for long course of time. Another major factor
is related with political aspect. As per the viewpoints of Simmons, (2007) it has been assessed
regulatory bodies play a crucial role in the development of government legislation, initiatives as
well as funding relating with e-commerce. In order to provide help in utilization and
development of e-commerce, information technology is the major driver that has increased the
role of e-commerce in the firm. The policies of government regarding the enhancement in
aspects of technology have acted as an aid for the firms in implementing e-commerce for making
their work flow smooth. The increased usage of information technology acts as a major driver
that has improved the role of e-commerce within business. Through IT education, there is
increase in the ability of potential buyers and work force to make an effectual use of new
technologies. There is increased awareness among people regarding the use of new technology in
order to accomplish the business targets. This is due to the reason that is related with quicker
completion of the job with the implementation of superior technology. As per the viewpoints of
Kamel, (2015), it has been argued that the role of e-commerce has greatly increased due to
changes in the preferences of business and customers. Earlier, customers used to possess
adequate time for shopping. But this has gradually changed. In the present era, there is lack of
time among people. This has resulted in increasing need to bring improvement in the technology
that can be used in improving the shopping experience of people. Thus, with this, role of e-
commerce has become significantly crucial which has assisted in improving the buyer's
knowledge. Moreover, it has resulted in the improving demand for the products and services of
organization. In accordance with the viewpoints of Mahajan and Agarwal, (2015), it has been
argued that in the present competitive environment, there is increasing competition among the
firms who offer superior technological benefits to the customers. This has changed the manner in
which operations of organizations are being carried out.
Another major key driver of e-commerce is related with the economic factor. It has been
assessed that there is greater importance in maintaining general health as well as commercial
health of business. Such has major contribution in the development of e-commerce in the firm.
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Thus, it would result in carrying out transactions with greater ease and minimal efforts.
Weltevreden and Rietbergen, (2007) asserts that the philosophy relating with anytime, anywhere
as well as anyone is the major driver of e-commerce. In the present era, as there is lack of
appropriate time among the people to intensify their experience of shopping, thus, this has
resulted in enhancing the development of technology that acts as an aid in increasing the
shopping experience of the customers. This further proves to be very helpful in improving the
profitability of company to a significant level. As per the views of Mei and Cheng, (2010), it has
been examined that another major key driver that has increased the role of e-commerce in the
market place is related with high access to information technology. With the emergence of
globalization as well as surge in demand for information and communication within organization
there has been taise in the role of IT. There is one more factor which increases the pressure on
operating costs and profit margin and acts as the major driver for e-commerce. By making an
effective utilization of traditional method of carrying out business, there is high cost involved
which implies the expenses of including intermediaries in the process of transaction. This leads
to enhancement in the overall operating cost of the firm. Thus, it acts as the major factor that has
increased the importance of e-commerce in the market for long run. As per the viewpoints of
Lathia and Capra, (2011), it has been evaluated that demand for customized products and
services is another factor that has enhanced the role of e-commerce. In traditional method,
customers may not be offered with customized service due to lack of number of employees who
can deal with each and every individual. In the present market environment, customers require
high quality of product that ensures better performance of business. This calls for the need to
possess e-commerce for delivering customers with the product that is expected by them.
2.5 Trends in individual habits and spending over the period of five years
There is greater change in the habits and spending of individuals. In earlier times, there is
huge inclination of customers to make purchase of products from retail outlets. But this does not
offer them greater opportunity to make comparison among the products in an effective manner.
As per the views of Scarle and et.al., (2012), it has been examined that there is increase in the
awareness among people regarding the use of online purchasing. This has increased their interest
towards making use of internet for the purpose of buying goods and service. This is because of
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the benefits that are being offered by e-commerce to the customers. This is related with less
consumption of time that assists in making purchase at any point of time and from distinct
location in an effective manner. E-commerce offers large number of opportunities to the
customers towards making comparison of prices and features of products and services. With the
enhancement in the trend of e-commerce, their buying habits and spending has changed
significantly. In accordance with the viewpoints of Mamaghani, (2009), it has been examined
that with the assistance of e-commerce, customers are able to satisfy their needs to a significant
level. In the present era, customers’ habits and spending are increasing towards online
purchasing due to convenience that it offers. Earlier, there was less number of customers who
were engaged in making purchase through online means. This is because of lack of awareness
among them. In addition to this, they also lack with proper education that affects their
understanding in making use of internet as an effective source of shopping products and services.
In previous years, face to face interaction plays a vital role for the customers while buying
products and services through retail outlets. The customers desire for tangibility in the service
with an aim to make selection of suitable product for the satisfaction of their needs. This is
offered in case when they make purchase of products through retail outlets.
As per the views of Kraemer and et.al., (2006), it has been identified that there are several
customers who have desire to buy the product through physical outlets as it assists in the
satisfaction of their needs in an effective manner. However, this era has changed with the
increase in globalization at the market place. With the presence of more number of foreign
companies entering in the local environment, there has been huge advancement in the
technological aspect. This has gradually turned the market around. The increasing education and
status of people in the society has resulted in enhancing their knowledge regarding the use of
newer technologies for the purpose of carrying out business transactions. With the increase in
awareness in the customers regarding e-commerce, their behavior has changed. This is due to the
convenience that is offered to them when goods and services are purchased online. The
inclination of people towards internet has compelled the business to bring alteration in the
manner through which trade can be done. Hertwich, (2005) asserts that it has become important
for the organization to pay attention towards changing requirements of the customers. This acts
as an aid in the satisfaction of their needs to a high extent. Knowledge among individuals has
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resulted in increasing the role of internet for the purchase of product and services. In the present
competitive market, there are large numbers of companies which are emerging in the market by
making use of technology such as internet. Through this, they are able to grab attention of huge
base of customers. The advancement in technology has acted as an aid for the business in
lowering down their cost of operations to a significant level. Internet has become an essential
source that can be used for the purpose of carrying out business with greater effectiveness. In
order to enhance the scope in the market, today, company's needs to adopt new technology can
help in gaining attention of customers to a significant level. In recent times, there is greater focus
paid on the use of modern technique for selling the products and services in the market. This is
due to the reason that in the present era, there is lack of time with the people which can be
devoted towards purchase from physical outlets. Moreover, they want the option of making
comparison of products of different brands. This can be offered in case of purchasing through
online means. Due to this reason, there has been increase in the trend of selling through internet.
In accordance with the views of Shahriza Abdul Karim and Hasan, (2007), the aspect relating
with buying through anywhere and anytime has increased the importance of e-commerce to a
great extent. With the assistance of e-commerce, customers have to devote their minimum time
on shopping and they can make easy comparison of the products offered by different brands.
Thus, selection of the best product can be done. The changing trend in the market place is
affecting the manner in which customers make effectual purchase of products and services. In
addition to this, it has significantly removed the trade barriers that can have impact on the
business processes.
Internet helped in reducing the prices of products significantly. This is due to the reason
that under this, selling of products and services is done directly to the customers. There is no or
minimal involvement of the intermediaries that can otherwise enhance the cost of operations. As
per the views of Palvia, (2009), it has been argued that there is high importance of e-commerce
in offering greater convenience to the individuals in terms of selling through internet. Moreover,
it acts as an aid in resolving the queries of customers in minimum time duration. Earlier, the
picture was slightly different which has affected the flow of business transactions to a significant
level.
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2.6 Ways in which e-commerce affects individual habits and spending
E-commerce has changed the practice, timing as well as technology of B2C markets. It
has potential to affect everything that is from the pattern of transportation to consumer behavior.
In accordance with the views of Stranahan and Kosiel, (2007), there have been greater
developments in e-commerce which has enhanced the improvedin which the operations of firm
are being carried out. The presence of e-commerce has greatly influenced the pricing, product
availability, transportation patterns as well as consumer behavior in the developed economies
across the globe. E-commerce retail has become the fastest growing trade sector and has gained
an edge over every other trade and manufacturing sector. It is essential to state that greater part
of B2C sales come from mail order houses, many of which possess online presence and
traditional store front outlets. According to Anderson, (2008), it has been examined that changes
in B2C e-commerce has significant impact on the economy and behavior of buyers. Earlier,
when consumers were required to make purchase then in this situation, they were needed to
spend certain hours of the day for fulfilling their needs. This affects the behavior of buyer to a
significant level. The attributes of retail e-commerce has altered significantly over the past
decades. There has been increase in the variety of product that needs to be sold through internet.
This has offered greater opportunity to the customers in making comparison among the prices as
well as features of a wide range of products. As per the views of Lehr and et.al., (2005), it has
been argued that e-commerce has influenced the habits of customers and their spending
specifically in fashion industry. Today, the customers have increased knowledge regarding the
way in which products can be purchased through online means with greater ease. This has
increased the sales as well as profitability of company. The customers buying through online
means have increased along with their demand for apparels and other products. This is due to the
reason that just by sitting at one place; they can buy products that are in immediate fashion.
Therefore, it affects the demand of buyers to a high extent. It has been assessed from analysis of
the past literature that growth in e-commerce has resulted in reducing the search cost of
consumers and reduced the price dispersion of several consumer goods. But this leads to
decrease in the number of small firms that are operating in several industries.
As per the views of Stranahan and Kosiel, (2007), it has been evaluated that the role of e-
commerce has been greatly viewed towards affecting the pattern of demand of customers. With
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the assistance of technology such as e-commerce as well as globalization, buyers and sellers
have enhanced their connectivity and speed with which sales transactions can be carried out. In
situation of economic downturn, the demand for products available over internet has increased
significantly. This is because; it does not take into account the cost relating with intermediaries.
This thereby results in reducing the overall cost involved in the production of product. It is
essential for the firm to carry out business online to develop website that can attract large number
of buyers towards purchase. There can be certain negative consequences with rapid growth of e-
commerce. In the present volatile business environment, supply chain managers need to take into
account the strategies for dealing with rapid swings that can lead to increased usage of e-
commerce in the globalized market. There is an immense need for the organization towards
developing an understanding in relation to purchasing habits of customers and their online
behavior. This is in order to gain their attention and to make company survive in the long run. As
per the views of AlGhamdi, Drew and Al-Ghaith, (2011), it has been examined that in the
present era, there is positive impact of e-commerce towards increased customer base of
companies in fashion industry. This is because; demand and behavior of individuals have
changed significantly when they have started to make purchase through e-commerce. Further,
customers today require facility to make comparison among different products before making
any selection regarding purchase. This leads to affect the presence of retail outlet in the market
place. In accordance with the views of AlGhamdi and et.al., (2012), it is important for the
retailers to ensure constant learning for implementation of technologies so that better outcomes
can be attained in an effective manner. It has been accessed that technologies consist of greater
opportunities and assist is in developing loyal relationship among customers and firm. This
makes them loyal towards the brand and further acts as an aid in increasing the sales as well as
profitability of company. Major impact of e-commerce is that it facilitates the firm in developing
new technology that has potential to attract customers towards the products and services. E-
commerce is effective in increasing the contribution to economy and, thus it has increased the
scope of carrying out business transactions in a smooth and efficient manner. Choudrie and
Dwivedi, (2006) asserts that by the means of reviewing comments that are provided on the sites,
customers can gain knowledge regarding whether to make purchase of the product or not. This
acts as an essential benefit that is increasing the role of e-commerce in the market place. In
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addition to this, factor of convenience is effective in enhancing the growth of particular sector
which has grabbed the attention of customers towards the fashion trends. Thus, it can be said that
e-commerce offers a great assistance in affecting the behavior of buyers towards the purchase of
product.
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CHAPTER- 3 RESEARCH METHODOLOGY
Research methodology may be served as a framework which is used by the researcher
during the whole study. It entails the ways through which data will be collected and analyzed by
the researcher. In addition to this, it also includes research type and philosophy which are used
by researcher to assess the impact of e-commerce on individual habits and spending in fashion
industry. Thus, research methodology outlines about various means through which study will be
carried out in an effectual manner. Along with this, it also entails several methods which are used
by the researcher in the selection of sample (Taylor, Bogdan and DeVault, 2015). Besides this,
research methodology also provides deeper insight about the type of investigation which will be
undertaken by the researcher to get suitable outcome of the present research.
Further, it also gives an idea about the approach which will be used by the researcher to
access the research issue. In addition to this, it also entails the plan which researcher will use to
analyze the gather data and information. With the help of such guidelines or action plan,
researcher is able to conduct such study in the right direction without any confusion (Mackey
and Gass, 2015). Research methodology also refers to the ethical aspects or considerations which
are required to follow at the time of conducting study. Furthermore, it consists of various issues
which are experienced by the researcher during the accessibility of research data. Along with
this, it also contains several ways through which reliability and validity of the study can be
maintained.
3.1 Research Type
Primarily, researcher is required to identify the research type which is carried by firm
during the study. Qualitative and quantitative researches are the main types of investigation
which is usually used by the researcher for such study. Quantitative research refers to the
systematic investigation of observable phenomena or variables with the help of statistical tools or
techniques. In quantitative research, measurable data is used by the researcher with an aim to
formulate facts and other uncovered trends (Jensen, 2013). This type of investigation presents
fair view or outcome of the research issue or problem to a large extent. On contrary to this,
qualitative research may be severed as an exploratory study which is used by the researcher for
26

making detailed investigation of the issue. By conducting such study, researcher is able to
analyze the uncover trends which are prevailed in thoughts and opinions.
In order to analyze the extent to which e-commerce has an influence upon the individual
habits and spending of fashion industry, quantitative research has been used by the firm. Thus,
by analyzing the facts and figures, researcher was able to understand the extent to which sales
and productivity of fashion industry enhanced through e-commerce. By this, researcher made in-
depth analysis of the issue and thereby, presented final results of the study.
3.2 Research Approach
This element of research methodology plays a vital role in conducting research in an
effectual manner. Research approach is the way through which investigation is carried out by the
researcher. Further, research approach can be divided into various parts namely inductive and
deductive which provide assistance to the researcher in conducting study in a suitable manner.
Research approach varies according to the type of investigation undertaken by the firm.
Deductive approach is highly associated with the quantitative type of investigation in which
researcher frames hypothesis by taking into consideration the existing theories and principles
(Kitchin and Tate, 2013). In this, cause and effect relationship is analyzed by the researcher.
Thus, in deductive approach, investigation of the issue ends with the confirmation of such
hypothesis.
In addition to this, in inductive approach, investigation of the issue began with the
observation. Under this, researcher placed more emphasis on the evolution of new theory by
making focus upon the qualitative aspects of research problem. Thus, to assess the impact of e-
commerce upon the habits of individual spending, deductive approach has been used by the
researcher. Moreover, he or she has undertaken quantitative investigation thus; deductive
approach was highly suitable to the present study. By analyzing cause and effect relationship
between the e-commerce and individual habits and spending with the help of statistical tools,
researcher was able to present the fair outcomes of issue.
3.3 Research philosophy
This aspect of research methodology entails with the way through which researcher
gathers and analyzes the data for present study. There are mainly two types of philosophies such
27

as interpretevism and positivism which are highly influenced by the research type of
investigation undertaken by the firm. Research philosophy consists of various aspects which
researcher undertakes to evaluate the each and every aspect of the study. Interpretevism
philosophy is usually undertaken by the researcher in qualitative type of investigation. In this,
researcher makes analysis of the facts and other qualitative aspects on the basis of existing
principles and theories with an aim to derive better results. In addition to this, researcher can also
manipulate data effectively gathered by him or her. Thus, this philosophy presents biased results
and thereby affects result of the study. However, positivism philosophy of the research is highly
related to the quantitative type of investigation. In this, researcher undertakes real facts and
numerical aspects to make assessment of quantitative data (Marshall and Rossman, 2014).
Through this, researcher can easily test the hypothesis which is made by him or her.
In the present study, researcher has employed positivism philosophy with an aim to make
analysis of the effect of e-commerce upon shopping or spending decisions of the customers.
Similarly, qualitative research was used by the researcher for making analysis of the impact of e-
commerce upon individual habits and spending. Moreover, in quantitative investigation,
researcher made an effectual use of numerical figures for making evaluation of the research
problem. Thus, positivism philosophy provided assistance in making analysis of quantitative data
gathered by the researcher. In addition to this, such philosophy of the research also helped
researcher in making analysis of social world to a large extent.
3.4 Research Design
It consists of several strategies which are adopted by the researcher to conduct
investigation in more coherent and logical manner. Research design may be severed as
framework which contains various methods which are used by the researcher for collection and
analysis of data (Bentzen, Lemyre and Kenttä, 2014). In addition to this, it also includes data
analysis procedure which was followed by the researcher for the present study. Thus, it is a
blueprint of the study which ensures that problems or issues of the research will be addressed by
the researcher to a great extent. Hence, research design outlines about the method of data
collection and analysis. By following this, researcher was able to identify the suitable solution of
research issue.
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3.5 Data collection methods
It is the most important stage of study on which effectiveness and reliability of the
outcome are highly dependent. There are mainly two types of data collection such as primary and
secondary which can be collected by the researcher for this study. Primary data consists of that
information which is gathered by the researcher for a specific purpose. By collecting primary
data, researcher is able to focus on specific data which addresses all the research issues or
problems. Observation, survey, interview and focus group etc. are the main sources through
which primary data is collected (Davis and et.al., 2014). On contrary to this, secondary data
refers to those which are already gathered by some other authority or researcher for their own
investigation. Sources of secondary data include books, journals and other scholarly articles
which provide deeper insight to the researcher about the several aspects of research issue or
topic. Thus, to assess the extent to which individual habits and spending are influenced due to e-
commerce in context of fashion industry, both the primary and secondary data collection
methods were undertaken by the researcher. Moreover, for the availability of effectual
investigation, researcher required both the sources which enabled him to make thorough analysis
of research issue.
Survey has been conducted by the researcher with an aim to gather primary data for the
present study. For this purpose, researcher prepared highly structured questionnaire which
included both the close and open ended questions. Both these questions helped researcher in
assessing the viewpoints of potential respondents who made use of online products or services.
Thus, by distributing questionnaire to the respondents, researcher was able to gather sufficient
amount of data which helped in fulfilling the aim and objectives of research. In addition to this,
researcher took assistance from the articles which have been published by another researcher on
similar topic. Along with it, researcher has also made review of books and journals which are
highly related to the present topic of research. By this, researcher is able to conduct further study
with high level of accuracy. Moreover, researcher could present fair view of the issue only when
he or she collected appropriate data for the study. By keeping in mind all these factors, both
primary and secondary data sources were used for making assessment of the impact of e-
commerce upon purchasing decision of customers.
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3.6 Sample selection
Sample is a small part of population which is selected by the researcher through
employing several research techniques. For an effective research, it was required for the
researcher to select appropriate sample. Moreover, researcher was unable to conduct
investigation in an appropriate manner when sample size is too large (Weigold, Weigold and
Russell, 2013). In addition to this, researcher is also not in the position to offer reliable results
when sample size is too short. Thus, it is essential for the researcher to select suitable sample size
which represents the characteristics of whole population. Moreover, collection and analysis of
the data are highly dependent upon the sample size. Thus, researcher can select appropriate
sample by considering probabilistic and non-probabilistic sampling techniques. Probability
sampling technique is designed in which each unit of population is given equal chance to being
selected as a sample. In includes simple random, stratified, systematic, cluster and multi-stage
sampling which help researcher in selecting sample without any biasness. Moreover, this
technique assists researcher in conducting survey in the best possible way.
However, in non-probabilistic sampling, researcher selects sample size according to his
or her convenience. Through this, researcher is able to meet the purpose of study effectively.
Purposive and convenience sampling are used for the category of non-probabilistic. Researcher
has undertaken probability sampling techniques in which equal chance is provided by him or her
to each person of the population. With an aim to evaluate the impact of e-commerce upon
individual habits and spending, 50 customers of middle east area has been selected as sample
who are making purchase of products or services through electronic means. Thus, survey will be
conducted by the researcher on 50 customers and thereby, he or she assessed the extent to which
e-commerce impacts the spending habit of customers.
3.7 Data analysis plan
This element of research methodology is highly concerned with the analysis of data
which is gathered by the researcher from different sources of data collection. Data analysis
includes systematic application of logical tools and techniques which are used by the researcher
to describe, to illustrate and to evaluate the data. It is the highly important part of the research
study or investigation which represents the outcome of issue (Bank and et.al., 2014). One of the
30

main objectives of this section is to make analysis of data in a critical and in depth manner.
Through this, researcher is able to generate more accurate results. Data analysis plan or
procedure is also highly affected by the type of investigation which is carried out by the
researcher. Quantitative study includes numeric facts and figures. Thus, Statistical Package for
the Social science technique (SPSS) of analysis is highly suitable for quantitative type of
research. This software provides assistance to the researcher in framing valid conclusion from
the quantitative data by inspecting and transforming data in an effectual way.
On contrary to this, qualitative data is usually analyzed by the researcher through
thematic perception test technique. In this, he or she made analysis of data by preparing suitable
themes along with charts and graphs. In order to make analysis of the impact of e-commerce on
customer’s spending, quantitative investigation has been undertaken by the researcher. Thus, f
SPSS was used by the researcher to analyze the quantitative data. In addition to this, researcher
also made an effectual use of excel to examine quantitative data. Further, graphical presentation
of data also facilitates better understanding about the information which is analyzed by the
researcher. Thus, by making use of SPSS and Excel sheets, researcher is able to present the
suitable solution of research issue.
3.8 Accessibility issues
It defines about the issues which are faced by the researcher during his or her study. In
the present study, there are several accessibility issues while accessing data for the investigation.
Researcher faces various problems while collecting primary data for the research. Moreover,
large number of customers does not give positive response in relation to filling questionnaire. In
addition to this, most customers do not prefer to fill questionnaire to a large extent (Cole and
et.al., 2015). Due to this, researcher is unable to take review of the customer’s viewpoints more
effectually. All these aspects have created difficulty in front of researcher while collecting data
through primary sources.
Along with it, researcher also faces difficulty in gathering data for the study with the help
of secondary sources. Unavailability of updated books and journals is a major problem which is
experienced by the researcher. More books and journals which are highly associated with e-
commerce and customer’s spending are not updated. This aspect closely affects the outcomes
31

which are derived by the researcher from these sources. Besides this, lack of authentic websites
also creates problem in accessing suitable amount of data for the research study. Moreover,
authenticated websites furnish more reliable or relevant information about the topic. Further,
some sites are prohibited which also creates problem in gathering suitable amount of secondary
data. Hence, all the issues which are highly associated with the access of primary and secondary
data have high level of impact upon the effectiveness and reliability of outcomes.
3.9 Ethical considerations
Effectiveness of the study can be enhanced by following all the ethical aspects or
considerations. In research, ethical aspects or considerations include confidentiality, proper
citation etc. which help researcher in raising the reliability of study. In survey, researcher
encourages or requests to the respondents in relation to filling questionnaire in an effective
manner. Besides this, researcher also maintains the confidentiality of respondent’s identity
(Fraley and Hudson, 2014). Researcher also makes promise with the customers that he or she
does not disclose their identity in front of others without their prior permission. On the basis of
this aspect, researcher does not require to share information with anyone else which is provided
by the customers. Further, researcher does not force their respondents to fill questionnaire. He or
she also takes permission of potential respondents before sending questionnaire to them. All
these aspects clearly reflect that investigator has followed all the ethical aspects and
considerations while collecting primary data.
Further, researcher made proper citation of the source from which data is taken. Citation
is the way through which researcher gave credit to the source or author of respected books and
journals. Without citation of the site or author, work is considered as copied. In addition to this,
researcher not rephrased the content which shows that the complete content is written by the
scholar in his own words. Thus, researcher has maintained all the ethical aspects while collecting
primary and secondary data for the purpose of research.
3.10 Research limitations
Each researcher makes his or her best effort to conduct study which is free from any kind
of limitations. There are several factors such as lack of sufficient amount of financial resources,
sample size and time factor etc. which closely affect the research study or outcome in a negative
32

direction (Giustina and et.al., 2013). Researcher can conduct in-depth analysis only when he or
she has sufficient amount of financial resources. Data of the research can be analyzed by scholar
in an effectual manner only when there is availability of highly updated software with extra
version. Thus, researcher can make investment in such software when he or she has enough
financial resources. Thus, in the present research, scholar is unable to analyze data with high
level of accuracy due to lack of finance.
Along with it, time is also one of the main factors which directly impacts upon the
effectiveness of study. Researcher can gain competitive edge over others when he or she presents
findings of the research within suitable time frame. Thus, if researcher fails to present the
outcome within the predetermined time then study will lose its effectiveness. Moreover, doing
dissertation is a more lengthy process which requires high amount of time. In dissertation,
researcher needs to accomplish each chapter in a right way. Chapter of literature review is also
more time consuming because in this, researcher requires to make evaluation of secondary
sources such as books, journals and research papers. Thus, this evaluation consumes more time
which delays presentation of findings in front of large public. Along with it, collecting primary
data also consumes more time. Further, sample size which is selected by the researcher also has
high level of impact upon the findings of study. For this research, scholar has selected 50
customers of Middle East area which also limits the outcome of findings. Moreover, if researcher
undertakes more than 50 customers for the study then he or she is able to present fair view
regarding the level to which e-commerce affects individual habits and spending decisions.
Hence, all these deficiencies have high impact upon the results of study.
3.11 Reliability and validity of the research
In order to derive the best results in relation to influence of e-commerce on customer’s
purchasing decision, researcher is required to maintain the reliability and validity of findings. In
the present era, there is high level of requirement in relation to make the use of effective tools
and techniques in order to raise the reliability and validity of research study. Validity renders
quality which is maintained by the researcher during investigation (Spring and et.al., 2013).
Primary data is collected by the researcher via survey. Thus, for primary data collection,
appropriate sample size is used by the researcher that is approximately 50 customers with the
33

help of non-probabilistic sampling techniques. Thus, by making evaluation of the views of 50
customers, researcher is able to present the fair and reliable judgments. However, books, journals
and scholarly articles are used by the researcher for secondary data collection.
In the present study, researcher collects secondary data from various websites which are
protected with the means of copyright. Usually, copyrighted sites offer more reliable information
which helps researcher in conducting further study in a right direction. In addition to this, scholar
has collected data from updated books and journals which also ensure that findings which are
presented by him or her are more reliable. Along with it, researcher does not make any
modification in data which is collected by him or her through survey. This aspect also entails that
outcomes of the present research are more reliable. Further, researcher claims that study provides
similar result if it is conducted again. It shows that conclusion which is derived from the present
study has high level of validity and it is more reliable. Thus, on the basis of all the above
mentioned aspects, it can be stated that researcher employs highly appropriate sources to collect,
analyze and interpret the data. In addition to this, researcher has also maintained validity of the
outcome by going through both the primary and secondary data sources.
3.12 Conclusion
From the above research methodology, it has been concluded that effectual strategies and
policies are employed by the scholar by keeping in mind the type of investigation. Deductive
approach is undertaken by the researcher for making analysis of the impact of e-commerce on
individual habits and spending. In addition to this, SPSS and excel are used by the researcher for
making analysis of quantitative data. Thus, by employing appropriate techniques of data
collection and analysis, researcher is able to conduct study in a right manner. Thus, research
methodology provides proper assistance to the researcher in making in depth-analysis of the
research issue or problem.
34

CHAPTER -4 DATA ANALYSIS
4.1 Introduction
Following the research methodology section another part of dissertation is related with
analysis of data. The particular section evaluates the data collected by the researcher. Along with
this, it presents the data in an effective manner. With this chapter, the researcher will be able to
achieve suitable outcomes from the research. Thus, it would further leads to drawing out valid
conclusion from the dissertation. The aim of the present thesis is to analyze the impact of E-
commerce on individual habits and spending in fashion industry in Middle East area. For the
purpose of data collection, both primary and secondary sources are used. In addition to this, the
data gathered is evaluated with the assistance of quantitative technique. In this regard,
questionnaire has been developed so that responses of customers belonging to Middle East area
can be attained in an appropriate way. Further, it also facilitate in getting suitable information
which assists in gaining valid outcomes from the analysis.
4.2 Quantitative analysis
Frequency distribution
Age
Frequency Percent Valid Percent
Valid
15-30 years 24 48.0 48.0
30-35 years 15 30.0 30.0
35 years & above 11 22.0 22.0
Total 50 100.0 100.0
Finding and analysis: The table above presents the distribution of frequency with respect
to question which was responded by customers belonging to Middle East area. The table of
frequency demonstrates responses of 50 customers from several options offered to them. It has
been examined from the responses of the customers who purchases products online that majority
of respondents that is 24 belong to age group 15 years- 30 years. In contrast to this 15 customers
were from 30years- 35 years age group. On the other hand, 11 respondents belong to age group
of 35 years and above. By evaluating the age group it has been assessed that majority of the
respondents are young. Thus, this presents that the responses are much more valid and they are
35

the real buyers of the goods that are sold through internet. However the individuals belonging to
older age group do not buy many products and services online therefore their ratio is less.
Gender
Frequency Percent Valid Percent
Valid
Male 27 54.0 54.0
Female 23 46.0 46.0
Total 50 100.0 100.0
Finding and analysis: The above table demonstrates the frequency distribution in relation
to question which was responded by the customers belonging to Middle East Area. The
frequency table represents responses of 50 customers from multiple choices provided to them.
This has accessed from the responses of the customers who makes purchase of products over
internet that 27 of the respondents were male. In contrast to this, 23 customers were female. By
analyzing the gender it has been examined that majority of the respondents were male.
Therefore, this presents that males are more aware of the products and services which are sold
over internet in comparison to female. In addition to this, it has been determined that females
mostly prefer to purchase from retail outlets. This is because of the trust which lacks in
customers towards the use of internet for purchasing goods and services.
Occupation
Frequency Percent Valid Percent Cumulative
Percent
Valid
Unemployed 13 26.0 26.0 26.0
Part time employment 14 28.0 28.0 54.0
full time employment 19 38.0 38.0 92.0
pension based 4 8.0 8.0 100.0
Total 50 100.0 100.0
Finding and analysis: The table above presents the distribution of frequency with respect
to question which was responded by the customers belonging to Middle East area. The table of
frequency demonstrates responses of 50 customers from several options offered to them. It has
been determined from the analysis that 19 customers purchase through online means and they are
36

full time employee. In contrast to this, 13 customers were unemployed. On the other hand, 14
respondents were part time employee. However, 4 customers purchasing from online means
were employees which are pension based. Through evaluation of the responses gained it has
been determined that majority of the respondents works as full time employee. Thus, this
presents that the responses are much more valid and they are the real buyers of the goods that are
sold through internet. On the contrary, the persons who are unemployed do not buy because they
cannot afford which affects their decision towards purchase.
From how long you have been using services of e-commerce?
Frequency Percent Valid Percent Cumulative
Percent
Valid
less than 2 year 7 14.0 14.0 14.0
2-4 year 8 16.0 16.0 30.0
4- 6 years 6 12.0 12.0 42.0
6-8 years 12 24.0 24.0 66.0
Above 8 years 17 34.0 34.0 100.0
Total 50 100.0 100.0
Finding and analysis: The table presented above demonstrates distribution of frequency
with respect to question which was responded by online customers belonging to Middle East
area. The frequency table demonstrates responses of 50 customers from multiple choices which
were available to them. It has been determined from responses of the customers that 17 users
make use of e-commerce from 8 years. In contrast to this, 12 customers were purchasing from 6-
8 years. On the other hand, 6 respondents were buying through e-commerce from 4-6 years.
However, 6 customers were purchasing from online means since 2-4 years. On the other hand,
there were 7 respondents buying since less than 2 years. By evaluating the responses gained
through survey it has been accessed that majority of the respondents were purchasing from above
8 years. Thus, this presents that they are associated with e-commerce from long time duration.
This can be due to the reason that they are getting huge amount of satisfaction when products
and services are purchased online.
Do you agree with the view that e-commerce offers you greater satisfaction?
37

Frequency Percent Valid Percent Cumulative
Percent
Valid
strongly disagree 7 14.0 14.0 14.0
disagree 7 14.0 14.0 28.0
neutral 9 18.0 18.0 46.0
agree 21 42.0 42.0 88.0
strongly agree 6 12.0 12.0 100.0
Total 50 100.0 100.0
Finding and analysis: The above table demonstrates frequency distribution in relation to
question which was responded by online customers belonging to Middle East area. The table of
frequency demonstrates responses of 50 customers from several options provided to them. It has
been determined from the responses of the customers that 7 respondents strongly disagree with
the views that e-commerce offers satisfaction to them. Further, 7 customers disagrees with the
statement. On the other hand, 9 respondents neither agree nor disagree with the view which
implies that they were neutral. However, 21 customers are purchasing from online which means
that they agree with the statement. On the other hand, there were 6 respondents who strongly
agreed that e-commerce provides them higher level of satisfaction. By evaluating the responses
gained through survey it has been accessed that majority of the respondents agrees with the view.
Thus, this presents that e-commerce is effective in providing greater level of satisfaction to the
customers. This can be due to the reason that they are able to attain huge amount benefits while
purchasing on internet.
Are you satisfied with the service offered through e-commerce ?
Frequency Percent Valid Percent Cumulative Percent
Valid
highly dissatisfied 5 10.0 10.0 10.0
dissatisfied 6 12.0 12.0 22.0
neutral 7 14.0 14.0 36.0
satisfied 19 38.0 38.0 74.0
highly satisfied 13 26.0 26.0 100.0
Total 50 100.0 100.0
38

Finding and analysis: The above table reflects frequency distribution with respect to
question which were responded by online customers belonging to Middle East area. The table
above represents frequency of responses of 50 customers from the multiple choices provided to
them. It has been determined from the responses of the customers that 5 respondents were highly
dissatisfied with the view that services of e-commerce are satisfactory. Moreover, 6 customers
were dissatisfied with the statement. On the other hand, 7 respondents were neutral as they were
neither satisfied nor dissatisfied with the view. However, 19 customers purchasing from online
source were satisfied with the statement. On the other hand, there were 13 respondents who were
highly satisfied with the view. By analyzing the responses gained through survey it has been
examined that majority of the respondents were satisfied with the services which are offered
through e-commerce. This is because they believe that purchasing through internet provides
greater convenience to them in terms of saving time, quality products and better experience.
What are the factors which according to you provide benefits using e-commerce?
Frequency Percent Valid Percent Cumulative Percent
Valid
24*7 support 10 20.0 20.0 20.0
wide range of choices 22 44.0 44.0 64.0
price comparison 10 20.0 20.0 84.0
saves time 8 16.0 16.0 100.0
Total 50 100.0 100.0
Finding and analysis: The table above reflects distribution of frequency with respect to
question which was responded by customers purchasing online and belongs to Middle East area.
The table represents frequency of responses of 50 customers from different options. It has been
determined from the survey that 10 customers buying on the internet say that 24*7 is the major
advantage of using e-commerce. On the other hand, 22 customers replied that wide range of
choices is the greater advantage of using e-commerce. In contrast to this, 10 respondents say
price comparison. However, 8 customers purchasing from online believes that time saving is the
major benefit. By evaluating the responses gained through survey it has been assessed that
majority of the respondents prefer e-commerce because it provides wide range of choices. This
assists the customers in comparing and selecting most suitable product which fulfills their
requirements.
39

Do you believe that selling online can offer greater convenience to you in terms of purchasing from
distinct locations?
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly disagree 5 10.0 10.0 10.0
Disagree 5 10.0 10.0 20.0
Neutral 5 10.0 10.0 30.0
Agree 16 32.0 32.0 62.0
Strongly agree 19 38.0 38.0 100.0
Total 50 100.0 100.0
Finding and analysis: On asking the customers of Middle East area that are purchasing
online regarding whether selling online offers greater convenience to them in terms of
purchasing from distinct location, it has been examined that 5 respondents strongly disagrees
with the views that e-commerce offers convenience to them. Further, 5 customers disagrees with
the statement. On the other hand, 5 respondents neither agree nor disagree with the view which
implies that they were neutral. However, 16 customers who are purchasing from online agree
with the statement. On the other hand, there were 19 respondents who strongly agree that e-
commerce provides opportunity of purchasing from distinct location. By evaluating the
responses gained through survey, it has been accessed that majority of the respondents strongly
agrees with the view. Thus, this presents that e-commerce is effective in providing greater level
of convenience to the customers. This can be due to the reason that it offers facility to purchase
from anywhere and at any point of time.
What can be the reason due to which you do not make purchase of products online?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Privacy and security issues 11 22.0 22.0 22.0
Lack of personal interaction 21 42.0 42.0 64.0
Delay in receiving goods 10 20.0 20.0 84.0
Quality 8 16.0 16.0 100.0
Total 50 100.0 100.0
40

Finding and analysis: When the customers of Middle East area who are purchasing
online were asked regarding the reason for not making purchase over internet it has been gained
that 11 respondents replied privacy and security issue is the major reason. Further, 21 customers
say lack of personal interaction is the drawback relating with online purchase. On the other hand,
10 respondents replied that delay in delivery of good is the demerit of using e-commerce.
However, 8 customers purchasing from online replied quality is the major disadvantage. By
analyzing the response gained through survey it can be examined that majority of the
respondents believes lack of personal interaction is the major drawback associated with online
shopping specially in the fashion industry. Thus, this presents that e-commerce is unable to
attract buyers towards the product. Further, they feel that due to absence of face to face
interaction the customers are not able to gain complete knowledge regarding products and
services.
Does e-commerce impact your behavior towards purchase?
Frequency Percent Valid Percent Cumulative Percent
Valid
Yes 25 50.0 50.0 50.0
No 25 50.0 50.0 100.0
Total 50 100.0 100.0
Finding and analysis: The table above reflects distribution of frequency with respect to
question which was responded by customers purchasing online and belongs to Middle East area.
It has been determined from the responses of the customers that 25 users believe that e-
commerce impacts their behavior towards purchase. Thus they say yes to the statement. On the
other hand, 25 customers replied no to the view. This presents that there is no majority of
responses. With the evaluation of the responses gained through survey it has been assessed that
e-commerce may or may not affect behavior of customers towards purchase. This is because
with various benefits e-commerce can increase attractiveness of the customers. However, there
are various issues relating with online shopping thus customers should not build trust towards
purchasing through internet.
What among the following factors attract you towards purchase of products and services online?
Frequency Percent Valid Percent Cumulative Percent
41

Valid
Status 9 18.0 18.0 18.0
Quality 8 16.0 16.0 34.0
Exclusivity 8 16.0 16.0 50.0
Experience 25 50.0 50.0 100.0
Total 50 100.0 100.0
Finding and analysis: On asking the customers of Middle East area that are purchasing
online regarding the factors that attracts them towards purchase of products and services online,
it has been examined that 9 respondents replied status as major factor that motivates towards
purchasing from online sources. Further, 8 customers replied that quality is the major factor of
attraction. On the other hand, 8 respondents consider exclusivity as the major criteria that
increase attraction towards purchasing the products and services on the internet. However, 25
customers replied that experience is a major source of attraction for them. By evaluating the
responses gained through survey it has been examined that majority of the respondents believe
that experience is the major factor which attracts customers. This reflects that e-commerce is
effective in providing greater level of convenience to the customers. In addition to this, it also
offers facility to purchase from anywhere and at any point of time and this provides better
shopping experience to them.
Which mode of payment is used by you against purchase of products and services online?
Frequency Percent Valid Percent Cumulative Percent
Valid
Credit card 9 18.0 18.0 18.0
Cash on delivery 25 50.0 50.0 68.0
Reward points 8 16.0 16.0 84.0
Debit card 8 16.0 16.0 100.0
Total 50 100.0 100.0
Finding and analysis: When the customers of Middle East area who are purchasing
online were asked regarding the mode of payment used by them against the purchase of products
and services over internet, 9 respondents replied credit card. Further, 25 customers said that cash
on delivery is one of modes which is used for payment. On the other hand, 8 respondents replied
reward points. However, 8 customers purchasing from online means replied debit card. By
42

evaluating the responses gained through survey this can be assessed that majority of the
respondents believes that cash on delivery is one of the safest and effective mode of payment
associated with online shopping especially in the fashion industry. Thus, this presents that e-
commerce is effective means which can be used by the customers for shopping. This is because
it also offers opportunity to pay while receiving the product. This is appropriate in building trust
among respondents to a greater extent. Moreover, it results in increasing satisfaction among
customers in an effective manner.
What is your level of agreement to the statement that e-commerce offers easy navigation facility?
Frequency Percent Valid Percent Cumulative Percent
Valid
strongly disagree 6 12.0 12.0 12.0
disagree 5 10.0 10.0 22.0
neutral 5 10.0 10.0 32.0
agree 11 22.0 22.0 54.0
strongly agree 23 46.0 46.0 100.0
Total 50 100.0 100.0
Finding and analysis: The above table demonstrates frequency distribution in relation to
question which was responded by online customers belonging to Middle East area. The table of
frequency demonstrates responses of 50 customers from different choices offered to them. It has
been determined from the responses that 6 respondents strongly disagree with the views that e-
commerce offers easy navigation facility to them. Further, 5 customers disagrees with the
statement. On the other hand, 5 respondents neither agree nor disagree with the view which
states that they were neutral. However, 11 customers purchasing from online agree with the
statement. On the other hand, there were 23 respondents who strongly agreed that e-commerce
provides easy navigation facility. By analyzing the responses gained through survey it has been
examined that majority of the respondents strongly agree with the view. Thus, this presents that
e-commerce is effective in searching different products according to the requirement. Moreover,
it is significant as with this customers can easily compare among the prices and features of the
products.
Do your complaints are resolved on time when buying online?
43

Frequency Percent Valid Percent Cumulative Percent
Valid
yes 26 52.0 52.0 52.0
no 24 48.0 48.0 100.0
Total 50 100.0 100.0
Finding and analysis: The table above reflects distribution of frequency with respect to
question which was responded by customers purchasing online and belongs to Middle East area.
The table represents frequency of responses of 50 customers from the choices available to them.
It has been determined from the responses that 26 customers agrees that complaints are resolved
on time when buying online. On the other hand, 24 customers replied no to the statement. By
analyzing the responses gained through survey it has been assessed that majority of the
customers believe that e-commerce is effective in resolving complaints of the customers in an
appropriate manner. This is because when buying online customers can put their reviews on
internet. Further these are being taken into account by the companies so that quick responses to
their feedbacks can be made. This results in providing effective solution on the issues faced by
them.
Do you agree with the view that e-commerce has increased your demand for fashion products?
Frequency Percent Valid Percent Cumulative Percent
Valid
strongly disagree 6 12.0 12.0 12.0
disagree 6 12.0 12.0 24.0
neutral 5 10.0 10.0 34.0
agree 22 44.0 44.0 78.0
strongly agree 11 22.0 22.0 100.0
Total 50 100.0 100.0
Finding and analysis: On asking the customers of Middle East area purchasing online
regarding whether e-commerce has increased their demand for fashion products, then 6
respondents strongly disagrees with the views that e-commerce has resulted in enhancing the
demand. Further, 6 customers disagree with the statement. On the other hand, 5 respondents
neither agree nor disagree with the view which states that they were neutral. However, 22
customers purchasing from online agree with the statement. In contrast to this, there were 11
44

respondents who strongly agree that e-commerce assists in increasing demand for the fashion
products. With the evaluation of responses gained through survey it has been accessed that
majority of the respondents agrees with the statement. This is due to the reason that e-commerce
has proved to be beneficial in providing greater level of convenience to the customers. Moreover,
it offers facility to purchase from anywhere and at any point of time which increases satisfaction
of customers. This thereby results in enhancing overall demand for the products.
To what amount do you spent while purchasing online?
Frequency Percent Valid Percent Cumulative Percent
Valid
$500- $1000 9 18.0 18.0 18.0
$1000- $1500 7 14.0 14.0 32.0
$1500- $2000 24 48.0 48.0 80.0
$2000 and above 10 20.0 20.0 100.0
Total 50 100.0 100.0
Finding and analysis: The table above reflects distribution of frequency with respect to
question which was responded by the customers purchasing online and belongs to Middle East
area.. It has been determined from the responses of the customers buying over internet that 9
customers say that they spent $500- $1000 while purchasing online. On the other hand, 7
customers replied that $1000- $1500 is the amount spent by them. In contrast to this, 24
respondents say that they spent $1500- $2000 on online shopping. Moreover, 10 customers
purchase $2000 and above when purchasing from internet. By evaluating the gained through
survey it has been assessed that majority of the customers spent $1500- $2000 over purchasing
through internet. This is because they believe that purchasing online assist in saving their time
which can be invested in other productive activities.
Are you satisfied with the return policy in case of dissatisfaction from purchasing through internet?
Frequency Percent Valid Percent Cumulative Percent
Valid highly dissatisfied 7 14.0 14.0 14.0
dissatisfied 6 12.0 12.0 26.0
neutral 7 14.0 14.0 40.0
satisfied 23 46.0 46.0 86.0
highly satisfied 7 14.0 14.0 100.0
45

Total 50 100.0 100.0
Finding and analysis: When the customers of Middle East area purchasing online were
asked regarding whether the return policy in case of dissatisfaction from purchasing through
internet is satisfactory or not. It has been determined from the responses of the customers that 7
respondents were highly dissatisfied with the views that return policy of e-commerce are
satisfactory. Moreover, 6 customers were dissatisfied with the statement. On the other hand, 7
respondents were neutral as they were neither satisfied nor dissatisfied with the view. However,
23 customers purchasing from online were satisfied with the statement. On the other hand, there
were 7 respondents who were highly satisfied with the view. From the evaluation of the
responses gained through survey, it has been examined that majority of the respondents were
satisfied with the policy of return in case of dissatisfaction from product over internet. This is
because they believe that purchasing through internet provides greater convenience to them in
terms of just mailing for the order which is not satisfactory within specified duration of time. At
this time the company takes immediate action and replaces the product.
Anova
ANOVA
Do you agree with the view that e-commerce has increased your demand for fashion products?
Sum of Squares df Mean Square F Sig.
Between Groups 3.401 4 .850 .484 .747
Within Groups 79.079 45 1.757
Total 82.480 49
H0 (Null hypothesis): There is no significant difference between satisfaction through e-
commerce and increased demand for fashion products by the online means.
H1 (Alternative hypothesis): There is significant difference between satisfaction through e-
commerce and increased demand for fashion products by the online means.
Finding and analysis: With the aim to examine the association among satisfaction
through e-commerce and increased demand for fashion products by online means the technique
of Anova has been used. Here, the value of significance is 0.747. This represents that the value is
greater that the significance value that is 0.05. Such represents that there is no significant
46

difference between satisfaction through e-commerce and increased demand for fashion products
by online means. Thus, in such case null hypothesis will be accepted and alternative hypothesis
will be rejected. With this, it can be assessed that satisfaction among customers through e-
commerce may or might not result in increasing demand for the product. This largely depends on
different products.
ANOVA
What are the factors which according to you provide benefits using e-commerce?
Sum of Squares df Mean Square F Sig.
Between Groups 5.512 4 1.378 1.499 .218
Within Groups 41.368 45 .919
Total 46.880 49
H0 (Null hypothesis): There is no significant difference between time duration of using e-
commerce and benefits of online shopping.
H1 (Alternative hypothesis): There is significant difference between time duration of using e-
commerce and benefits of online shopping.
Finding and analysis: In order to determine the association among time duration of using
e-commerce and benefits of online shopping the technique of Anova has been used. Here, the
value of significance is 0.218. This represents that the value is greater than the significance value
which is 0.05. Such represents that there is no significant difference between time duration of
using e-commerce and benefits of online shopping. Thus, in such case null hypothesis will be
accepted and alternative hypothesis will be rejected. With this, it can be assessed that time
duration of using e-commerce has no impact on benefits derived through online shopping.
Does e-commerce impact your behavior towards purchase?
ANOVA
To what amount do you spent while purchasing online?
Sum of Squares df Mean Square F Sig.
Between Groups .980 1 .980 .990 .325
Within Groups 47.520 48 .990
Total 48.500 49
47

H0 (Null hypothesis): There is no significant difference between spending while purchasing
online and e-commerce impact on behavior towards purchase.
H1 (Alternative hypothesis): There is significant difference between spending while purchasing
online and e-commerce impact on behavior towards purchase.
Finding and analysis: For the purpose of examining the association among spending
while purchasing online and e-commerce impact on behavior towards purchase the technique of
Anova has been applied. Here, the value of significance is 0.325. This represents that the value is
greater that the significance value that is 0.05. This represents that there is no significant
difference between spending while purchasing online and e-commerce impact on behavior
towards purchase. Thus, in such case null hypothesis will be accepted and alternative hypothesis
will be rejected. With this, it can be assessed that impact of e-commerce on behavior might not
affect the spending of customers purchasing online.
Cross tabulation
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
From how long you have been
using services of e-commerce?
* Does e-commerce impact
your behavior towards
purchase?
50 100.0% 0 0.0% 50 100.0%
From how long you have been using services of e-commerce? * Does e-commerce impact your behavior
towards purchase? Crosstabulation
Count
Does e-commerce impact your behavior
towards purchase?
Total
Yes No
From how long you have been
using services of e-commerce?
Less than 2 year 4 3 7
2-4 year 5 3 8
48

4- 6 years 2 4 6
6-8 years 3 9 12
Above 8 years 11 6 17
Total 25 25 50
Finding and analysis: The above table demonstrates cross tabulation among the factors
which is e-commerce impact on the behavior towards purchase and duration of using e-
commerce. From the table above it can be examined that there are majority of people using
services from long time duration whose behavior is affected through e-commerce while
purchasing purchase. There are 11 respondents who have the experience of buying product
through internet from 8 years and believe that e-commerce affects their behavior towards
purchase. However, 4 individuals with experience less than 2 years say that e-commerce is
effective in influencing their behavior towards purchase decision.
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * Are you satisfied with
the service offered through e-
commerce ?
50 100.0% 0 0.0% 50 100.0%
Gender * Are you satisfied with the service offered through e-commerce ? Crosstabulation
Count
Are you satisfied with the service offered through e-commerce ? Total
highly
dissatisfied
dissatisfied neutral satisfied highly satisfied
Gender male 4 2 3 10 8 27
female 1 4 4 9 5 23
Total 5 6 7 19 13 50
49

Finding and analysis: The table above demonstrates cross tabulation among the factors that
gender and satisfaction from the services offered through e-commerce. From the table above it
can be examined that there are majority of the males are satisfied by making online shopping.
There are 10 male respondents who are satisfied by making purchase through online means.
However only 8 males are highly satisfied with the view that services offered through e-
commerce are satisfactory. However there are 4 males who believes that e-commerce services
are highly dissatisfactory. Along with this 2 respondents were dissatisfied with the view that e-
commerce provides superior quality services to them. On the other hand 9 females believes that
services offered through e-commerce are highly satisfactory. Moreover 5 of the females were
satisfied by making purchase from online means. In contrast to this 1 female was highly
dissatisfied with the view. On the other hand 4 female respondents were dissatisfied with the
statement that e-commerce affects deliverance of quality services to a greater extent.
Correlation
Correlations
Does e-commerce
impact your behavior
towards purchase?
What among the
following factors
attract you towards
purchase of products
and services online?
Does e-commerce impact your
behavior towards purchase?
Pearson Correlation 1 .289*
Sig. (2-tailed) .041
N 50 50
What among the following factors
attract you towards purchase of
products and services online?
Pearson Correlation .289* 1
Sig. (2-tailed) .041
N 50 50
*. Correlation is significant at the 0.05 level (2-tailed).
H0 (Null hypothesis): There is no relationship between e-commerce impact on behavior towards
purchase and factors that attracts customers towards online purchase of products and services.
H1 (Alternative hypothesis): There is relationship between e-commerce impact on behavior
towards purchase and factors that attracts customers towards online purchase of products and
services.
50

Finding and analysis: For the purpose of determining relationship between e-commerce
impact on behavior towards purchase and factors that attracts customers towards online purchase
of products and services the technique of correlation has been employed. The correlation among
the factors is 0.289. This presents that there is a positive relationship among the variables. Thus,
null hypothesis will be rejected and alternative will be accepted. This represents that there is
existence of relationship between e-commerce impact on behavior towards purchase and factors
which attracts customers towards online purchase of products and services. This is because the
benefits gained through e-commerce acts as an aid in enhancing the behavior of the customers
towards purchasing through online means.
51

CHAPTER- 5 CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
From this research, it can be concluded that e-commerce has significant impact on the
purchasing or spending power of the customers. It refers to the buying and selling of goods and
services through the electronic means such as internet. With the evolution of e-commerce and
other technological developments, large numbers of business organisations are able to serve all
the customers who reside at different places of the world. It can be inferred that technological
developments have facilitated online catalogs, mail, fax, web services and shopping carts etc.
These aspects provide assistance to the business units or entities to enhance productivity and
profitability by attracting large number of customers towards the products or services offered by
them.
In the present business arena, there are greater number of people who make use of
internet. In this modern era, every person has smart phones with the high use of internet facility.
This features a positive impact on the growth and development of e-commerce. Now, people
spend more time on social networking sites. Moreover, business entities who offer online
products or services encourage potential customers by placing an advertisement on social
networking sites. Besides this, E-commerce creates high level of influence upon the purchasing
decision of the customers. Along with this, when company places discount offers on website of
the company or on other shopping sites, then it may turn into the impulse purchasing of
customers. On the basis of above discussion on significance of e-commerce, it can be said that
there is vital impact on the individual spending or their purchasing decision.
Objective 1: To explore the concept of e-commerce and its benefits for customers.
One of the main objectives of present research is to assess the benefits which are offered
by e-commerce to the customers. From the primary research, it has been identified that the cited
facility offers ample of benefits to its customers. Further, it offers services to its customers for 24
hours on all 365 days. This is one of the main factor that provide convenience to the clients. With
its growth and prompt accessibility, customers can make purchase of product and services from
any place of the world at any time. It enables them to meet their needs and requirements within
the short period of time. Besides this, with the use of online facility, business organisations can
offer wide range of products and services to their customers. Online shopping sites provide
52

almost all kinds of product or services such as electronics, retail commodities, fashion apparels
etc. In addition to this, it also includes the goods which are offered by different companies. By
this, customers are easily able to compare the features and prices of various product or services
offered by the other companies. Through e-commerce, clients can search quality and best
products for them. This enables them to save time as well which is the biggest requirement of
customers of modern era. .
From the secondary research, it can be articulated that time plays an important role for
both consumers as-well-as business. E-commerce has completely replaced the traditional
commerce and now customers can place order through a single click. In addition to this, there are
several sites which offer free delivery provisions of the goods. There are professionals or
working men and women who do not have time to make shopping from the physical store due to
shortage of time and their busy lives. Thus, e-commerce has made a significant contribution by
saving the time of those working individuals. It clearly reflects that the cited service offers
several benefits to the individuals who make online purchase of the product or services.
Objective 2: To assess the key drivers of e-commerce.
It is revealed from the present dissertation that there are several factors which compel
individual to do shopping through the means of internet. By conducting survey, it has been
assessed that e-commerce tends greater satisfaction among the customers. Large number of
respondents said that they are highly satisfied with the quality and features of the product and
services which are offered by the online shopping sites or companies. Quick delivery is also the
main factor which generates satisfaction among the customers.
In a streamline, there is absence of the feeling of touch, feel and smell while doing online
shopping of the products. Nevertheless, respondent claimed that companies offer similar kinds of
the products which are displayed by them on the respective sites. This is one of the main factors
which develop satisfaction among the customers. Along with this, secondary research entails that
quality of service delivery and replacement policies also have high level of impact upon the
fulfilment level of customers. The time which is taken by the business units for providing the
delivery of the product or services closely affects their satisfaction level. On the basis of this
feature, it can be stated that business organisations make the timely delivery of the goods which
is prominent and very vital aspect considered by the clients. Besides this, it can be inferred that
53

exclusivity and experience which is feel by the customer from online shopping is also the main
factor which act as the driving force. Business organisations offer elite products or services on
their sites. Uniqueness attached to them compel individual to make purchases through the online
stores. In current fashion world, most of the designers sell stylish wears only through online store
rather than physical one. Moreover, each person has desire to look different from other. Thus,
large number of the potential customers is encouraged to make shopping of apparels from online
stores.
In addition to this, experience of the client with respect to online shopping also has high
level of impact on their buying decision making =. Their satisfaction and loyalty are highly
dependent on their previous purchasing experience in relation to online shopping. By conducting
primary research, it has been identified that large number of the customers has good experience
while being a part of e-commerce and accessing things through online stores. Along with this,
quality is also the most significant factor which encourages them to make purchase of the
products through internet. Furthermore, primary research clearly shows that more numbers of
respondents are highly satisfied with the return policy which is offered by the online store.
Due to absence of touch, feel and smell features; customers become highly confused in
relation to the quality factor of the apparel or other products. In this, return policy plays a crucial
role in enhancing the satisfaction level among the customers. Accordingly, they are assured with
the return product policy in case when they are not found satisfied with the quality or similar
aspects. It develops loyalty among the customers to the large extent. Most of the respondents
claimed that the return policy of online store is more effective. If they are not satisfied after
receiving the product, then they can return the purchased one to the respective online store
within the suitable time frame. It encourages customers to make purchase through internet by
developing satisfaction among them about the quality and its associated features. Along with
this, complaints of the e-commerce customers are easy to make. Thus, by making assessment of
the driving factors, scholar has fulfilled one of the objectives of the research.
Objective 3: Identification of the trends in individual habits and spending over the period of
five years.
Spending habit of the individual can easily be evaluated by the extent to which they incur
money on shopping. Findings of the research show that large number of respondents spent
54

$1500- $2000 while doing online shopping. As 52% customers spend money between the ranges
of $500- $1500. This aspect clearly reflects that there are a large number of customers who
prefer to spend their disposable income on the online product or services. By taking this fact into
consideration, facts and figures regarding e-commerce offers wide range of the products or
services to their customers. In addition this, number of the respondents strongly agree with the
fact that e-commerce has increased their demand in relation to the fashion products. Moreover,
business entities usually offer discounts on special occasion such as festivals, etc.
In addition to this, they also offer seasonal sale with the aim to push up its sales and
profitability. Usually, discount is one of the main factors which encourage them to make
purchase of designer wears irrespective the aspect if they need it or not. Thus, it makes
significant increase in the impulse purchase of clothes. Now, people place more emphasis on
their dressing sense because; it reflects their standard or pattern of living. Thus, this factor also
attracts people to make purchase of fashion apparels from the online store. Moreover, these
virtual stores offer exclusive clothes to the customers. This aspects shows that e-commerce has
increased the demand towards the fashion apparels to the significant extent.
Besides this, from the above report it can be stated that cash on delivery is the most
preferred mode of payment which is used by most of the respondents while making payment for
online shopping. It is the most secured way which offers high level of satisfaction to both the
parties namely customers and online marketer. In this, customer makes payment for the product
at the time of delivery after receiving the product. This aspect develops high level of satisfaction
among them. It clearly shows that there is high trend in relation to the increase of individual
habit or spending over the five years.
Objective 4: To investigate the impact of e-commerce that affects the individuals habits and
their spending power.
By making thorough analysis of the primary results, it has been concluded that e-
commerce has great impact on the spending habit and power of individuals. Price, quality,
feature, availability of the services etc. are the main factors of e-commerce which positively
affects the decision making of customers. In survey, large number of the respondents claimed
that online shopping offers better convenience to them. Online stores offer home delivery
services to their customers. Thus, this factor raises the satisfaction level of the customers and
55

thereby encourages them to make repeat purchase of the product from the same store. In addition
to this, availability of the product at cost effective rates also influence the customer to buy
fashion apparels from online store. When no middlemen are involved in the selling of product or
services, then business units are able to offer it at suitable prices.
This enables customer to make comparison of the prices of apparels which are offered by
the different types of designers on online store. It facilitates effective decision making from the
side of customers. Due to this, they are encouraged to buy fashion wears from the online store
rather than physical one. Besides this, it has been discovered from the secondary research that
online stores have maintained good quality in relation to the material of the designer wears. By
taking into consideration the stated benefits, it can be stated that there is growing trend in the
spending habit or power of individuals.
Besides this, most of the respondents who participate in survey are full time employed
person. Further, among the 50 respondents, 14 are partly employed. It clearly shows that most
there are large number of customers whose disposable income is very high. This is the main
cause due to which they prefer to spend their money on designer or branded clothes. Primary
research presents that most of the respondents make purchase of fashion apparels by online store
from last 15 years. It shows high customer loyalty and trust for buying online apparels. Thus,
from both the primary and secondary research, it has been articulated that e-commerce has great
influence on the spending power and habit of the customers.
5.2 Recommendations
By conducting both primary and secondary research, it has been identified that there are
several inadequacies associated with e-commerce. In order to increase the individual habit and
spending power, there are several improvements which are required to be implemented to
strengthen e-commerce. By resolving all the issues, online stores are able to push up its sales.
Thus, this business needs to go through all the following recommendations which proves to be
more beneficial for it and are as under:
 Privacy and security is one of the main issue due to which customers do not underwent
for online purchase. Thus, e-commerce sites needs to develop authenticate software
which restricts hackers to hack the banking information of the customers. In the present
56

era, they hack the private information of the customers such as their account number,
debit card number etc. and thereby releases the amount from their bank. Thus, there is
high level of safety arrangements required for maximizing the percentage of sales.
 In addition to this, in online store, there is absence of interaction between the salesmen
and customers. Due to this, online stores are unable to attract or convince the large
number of customers towards the product or services offered by them. Thus, company
needs to make focus upon the effective presentation of the product on the shopping sites.
Further, companies also require adding highly attractive pictures which help them in
encouraging more customers. Through this, online store is able to increase the customer
traffic to the large extent.
 It is recommended to the online stores that they need to furnish all the information about
the product which is offered by them. The business unit requires providing information
regarding the size, price, fabric etc. on their sites. They also demonstrate the picture of
apparel which is to be offered by them. By this, online store can raise the spending power
of customers. Moreover, they also hesitate to make online shopping of the products due
to lacking of touch, fell and smell aspects. In the present era, customers are highly
concerned about the quality and other features of the products.
 Online store can also enhance the purchasing habit of individuals by providing
information to them about the latest apparel. Thus, by sending e-mails to the customers
about the latest fashion arrival and discount offers, online stores can enhance their sales.
Besides this, by placing advertisement on the social networking sites, online store can
attract large number of customers. Moreover, people spend more of their time on social
networking sites. Hence, by placing advertisement and offers, business organisations can
develop awareness among the customers regarding the apparels which are offered by
them.
 Companies which offer designer or branded wears through internet needs to encourage
customers to give feedback about the products or services offered by them. Through this,
stores are able to identify the problems which are facing by the existing and potential
customers. It also enables them to make assessment of the needs, wants and desire of the
customers. By this, online stores are able to offer the clothes according to the
57

expectations of the customers. It provides assistance to the online store in increasing their
individual habit to the significant level.
 Online shopping store also requires strengthening their return and refunding policy. Due
to the absence of physical presence, customers do not develop quick trust on the quality
and features of the product. Moreover, in clothes segment, customers are highly
concerned towards the fabric of designer wears. Thus, by introducing the policy,
customer can return the product, if he/she is not satisfied with the fabric, colour and size
of the same. In addition to this, online store can also attract the customers by stating that
they will return back the money, if customer makes complain within the stipulated time
frame. Thus, by inculcating the effectual return and refund policy, company can attract
large number of potential buyers.
 It is advised to the online shopping store that they need to make focus on building of
strong supply chain. Moreover, in the strategic business environment, company can attain
competitive edge only when they give fastest delivery of the product or service. Now,
customer chooses those online stores which offers quality service with the quick and
timely delivery features. Therefore, company needs to recruit skilled personnel who are
suitable enough to make apparel on time to the right and concerned person.
 Further, lack of verification measures also have significant impact upon the sales and
profit aspects of the firm. Thus, online retailer requires sending message to the respective
customers when their order is received by the retailer. This ensures confirmed delivery of
the products to the right customer.
 Along with this, switching cost of the customer from one retailer to another is highly
crucial. Online retailer needs to make focus upon the customer retention and loyalty
aspect. In the competitive business arena, company can attain success only when they
retain their customers for the long run. Therefore, business organisation needs to make
focus on continuous interaction with the customers. Thus, by sending e-mail to the
customers about the apparels, company can attract their customers to the large extent.
 Besides this, companies which offer their product through the physical store needs to take
assistance from e-commerce. Through this, business units are able to generate awareness
among the large customers about the product or services which are offered by them. In
58

addition to this, by making use of e-commerce, firm can increase its reach to the large
extent. In the present time, the cited business pattern is the most convenient source which
keeps company free from extra expenditures (5 E-commerce Challenges and How to
Overcome them, 2016). Thus, by making use of such sources, company is able to increase
its profitability by reducing the operating cost. Hence, company can survive in the
competitive business arena when they offer its product through online stores.
Thus, by taking all these aspects into consideration, online shopping stores prove to be
the greatest source of increasing productivity and profitability of business units by delivering
greatest satisfaction to the customers.
59

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APPENDIX
QUESTIONNAIRE
For customers of Middle East area
(Kindly take few minutes to provide your responses. Your feedback is appreciated.)
Demographic information
Name:
1. Age:
15 years – 30 years □
30 years – 35 years □
35 years and above □
2. Gender:
Male □
Female □
64

3. Occupation:
Unemployed □
Part time employment □
Full time employment □
Pension based □
4. From how long you have been using services of e-commerce?
Less than 2 year □
2-4 years □
4-6 years □
6- 8 years □
Above 8 years □
5. Do you agree with the view that e-commerce offers you greater satisfaction?
Strongly disagree □
Disagree □
Neutral □
Agree □
Strongly agree □
6. Are you satisfied with the service offered through e-commerce ?
Highly dissatisfied □
Dissatisfied □
Neutral □
Satisfied □
Highly satisfied □
7. What are the factors which according to you provide benefits using e-commerce?
24* 7 support □
Wide range of choices □
Price comparison □
Saves time □
8. Do you believe that selling online can offer greater convenience to you in terms of purchasing
from distinct locations?
65

Strongly disagree □
Disagree □
Neutral □
Agree □
Strongly agree □
9. What can be the reason due to which you do not make purchase of products online?
Privacy and security issues □
Lack of personal interaction □
Delay in receiving goods □
Quality □
10. Does e-commerce impact your behavior towards purchase?
Yes □
No □
11. What among the following factors attract you towards purchase of products and services
online?
Status □
Quality □
Exclusivity □
Experience □
12. Which mode of payment is used by you against purchase of products and services online?
Credit card □
Cash on delivery □
Reward points □
Debit card □
13. What is your level of agreement to the statement that e-commerce offers easy navigation
facility?
Strongly disagree □
Disagree □
Neutral □
Agree □
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Strongly agree □
14. Do your complaints are resolved on time when buying online?
Yes □
No □
15. Do you agree with the view that e-commerce has increased your demand for fashion
products?
Strongly disagree □
Disagree □
Neutral □
Agree □
Strongly agree □
16. To what amount do you spent while purchasing online?
$500- $1000 □
$1000- $1500 □
$1500- $2000 □
$2000 and above □
17. Are you satisfied with the return policy in case of dissatisfaction from purchasing through
internet?
Highly dissatisfied □
Dissatisfied □
Neutral □
Satisfied □
Highly satisfied □
18. Kindly recommend the ways for improving the services in case of e-commerce?
______________________________________________________________________________
____________________________________________________________________________
67