E-commerce and Online Shopping Habits

The graph shows that 57% of people frequently shop online, while 3% rarely do. The majority (60%) have very frequently encountered e-commerce advertisements. Almost 77% of respondents believe constant advertisements persuade them to buy products they don't need. The study recommends consumers be aware of such sites and make wise decisions. It highlights the importance of effective marketing strategies.

Constant advertising persuading
people to buy products they don't
really want. Case Study: E-
commerce

TABLE OF CONTENTS
TASK 1 RESEARCH PROPOSAL.................................................................................................1
Possible Research Project Outline Specification.........................................................................1
Factors Contribution in selection of Research Project................................................................1
Literature Review........................................................................................................................1
Research Question.......................................................................................................................3
Plan and Procedure......................................................................................................................3
Matching resources efficiently to research questions..................................................................4
TASK 2............................................................................................................................................5
Research carried on in accordance with the agreed specification and procedures......................5
Data Analysis...........................................................................................................................7
Record of Data.............................................................................................................................7
TASK 3............................................................................................................................................9
Using appropriate research evaluation techniques......................................................................9
Interpretation and Analysis of results as per the original specification.......................................9
Recommendations and justification of areas for further consideration.....................................14
REFERENCES..............................................................................................................................16

TASK 1 RESEARCH PROPOSAL
To analyze the influence of constant advertising on the purchasing behavior of people: A
case study on e-commerce.
Possible Research Project Outline Specification
In this current era of technology, e-commerce marketing is high in demand as this mode
has provided ease and comfort to business towards making worthy customer interaction. Every
business seeks to promote their business through means of e-commerce as it offer sound platform
for attracting wide mass of customers (Joseph, 2006). Under this system, businesses attract
customers through various types of internet promotions. Considering their influence on molding
consumer behavior the current report has been carried out.
Research Aim- Key aim of undertaking this research is to analyze the role of constant advertising
in persuading people to buy products that they don't really wish to buy. In order to conduct this
study in an effective manner, e-commerce marketing has been taken into due account. Based on
this following research objectives have been initiated-
1. To analyze the impact of constant advertisements on consumer buying behaviors.
2. To identify the benefits that will be retrieved by companies by means of e-commerce
marketing.
3. To assess different types of constant advertising.
Factors Contribution in selection of Research Project
There are many factors which influences in selecting the research area. Considering this aspect,
present research has chosen to explore e-commerce marketing as it is not explored in much
detail. E-commerce has been most influential and persuading in changing buyer’s perspective
and purchasing patterns (Kumar and Petersen, 2006). From this report, specific role of e-
commerce marketing has emphasized on hypnotizing customers mind and instilling in them to
make purchases. From e-commerce, business is actually able to offer more variety of products
than through traditional means of business.
Literature Review
In this section, discussion on the past literature is being considered so that general
information can be gathered from it. In this aspect, secondary source have been chosen as a
method of research to identify possible impact of e-commerce on consumer buying behavior
(Dholakia, 2002). This includes books, journals, online articles, magazines and scholar page.
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Types of Constant Advertising
Getting persuaded by constant advertisements has led to drive everyone's focus on such
advertisements. Consumers are constantly poked to draw their attention on such ads and to get
motivated to explore products which are being advertised (Bhasker, 2006). E-commerce
business has widened their range of scope to endless medias with the ultimate aim to provoke
customers to buy their products whether they are in need of it or not.
Whether, it is the -
 Constant Bing Ads on the internet sites; or
 The pop up advertisement on web pages; or
 Twitter/Facebook Ads splashing on their sites; or
 AdMob Ads appearing within the mobile apps; or
 Television Advertisements; or
 Urban Advertisements and many more.
All this has rampant the consumers' attention towards their business and notifying them to make
purchase by hook or by crook (Doyle and Bridgewater, 2012). All these Medias have tended to
serve as a medium of interaction of businesses with their customers.
Benefits derived by the companies
With the rampant commercialization of the economy it has become strongly evident that
people are becoming more materialism. Businesses are serving whatever they can and are
promoting them through constant advertisements (Viscolani and Zaccour, 2009). Consumers are
believed to be now professional buyers and hoarders of things that they don't really aspire. With
this tendency of consumers, businesses have become successful in attracting more and more
consumers.
Impact of Constant Advertisements on consumer buying behavior
It is important to determine that with the advertisements, attempt was to persuade one to
buy products. The constant flash of commercials and according to a news report, about 2000-
4000 cores are being spent by e-commerce brands on promoting their consumer brands just on
television (Punch, 2013). A new lifestyle is promoted by such e-commerce constant
advertisements that are causing widespread social dysfunction. Constant exposure to displays of
happy people purchasing things from e-commerce business has forced them to buy things they
don't need. Time constraints as a matter of fact are also one of the reasons that have also curbed
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our ability to think critically. None has been able to secure themselves from constant outpouring
of advertisements (Chaffey, 2009). The effect of ubiquitous marketing is palpable, but still hard
to quantify.
Research Question
For conducting this research and focusing on the aim, following questions have been taken into
consideration:
1. What are the factors that influence consumers in performing e-commerce activities?
2. How effectual are the e-commerce marketing in persuading consumers buying behavior?
Plan and Procedure
In order to carry out this research, exploratory design will be used to draw significant
insight into the subject matter. Furthermore, data shall be gathered from both the sources primary
and secondary. In the primary source, data shall be recorded from the customers who use e-
commerce sites for shopping (Chilisa, 2012). Under this, set structured questionnaire will be
utilized. Sample size of this survey will be taken to determine 30 customers who are addictive to
e-commerce amusement sites. Also, secondary data will be approaches as well for a detailed
study from sources like books, magazines, journals, magazines, newspapers, online articles and
other similar sources. For the purpose of conducting data analysis, qualitative measures will be
used where thematic method will be pursued. In this, different themes will be used for the
purpose of obtaining results from them. Moreover, graphical presentation shall also be practiced
in this research. The following time table shall be used to conduct the research in order to assure
themselves that it is completed within the time duration.
Activity/Week 1 2 3 4 5 6 7 8 9 10
Stating scope and Topic
Determining source of
secondary data
Drafting research proposal
Writing literature review
Determining Research
Methodology
3

Conducting interview and
survey
Collection of primary data
Assessing data finding and
literature review
Comparing findings and
discussion
Writing recommendations
Finalising and conclusion
Matching resources efficiently to research questions
The key aim of this research is to determine the impact of constant advertisements in
persuading people to buy products they don't really want to buy within the context of e-
commerce business. On the basis of this following objectives have been taken:
1. To analyze the impact of constant advertisements on consumer buying behaviors.
2. To identify the benefits that will be retrieved by companies by means of e-commerce
marketing.
3. To assess the different types of constant advertising.
Research questions are as follows:
1. What are the factors which influence consumers in performing e-commerce activities?
2. How effectual are the e-commerce marketing in persuading consumers buying behavior?
TASK 2
Research carried on in accordance with the agreed specification and procedures
It is quite apparent that the research is a very rigorous process demanding a lot of
concentration and focus. It is highly important that the research tools and techniques must be
adequately planned. Research Methodology provides the way through which relevant and
authentic data can be gathered (Dr. Lazar, Dr. Feng and Dr. Hochheiser, 2010). In this part, some
key points on the aspects of research methodology such as philosophy, data collection, type,
designing, approaches etc will be discussed. Thus, it can be said that research methodology play
4

a crucial role in this study. For understanding this study following tools and techniques can be
used-
Research philosophy
Researcher is enabled to acknowledge and understand in a better way in relation to the
subject through philosophy (Srinagesh, 2006). There are mainly 4 type of philosophies realism,
positivism, pragmatism and interpretive. In the positivism approach, the researcher looks at the
world in an objective way. In the pragmatism the researcher handles all the research activities
along-with fact and it is based on practical results. In interpretive, the world is interpreted in a
subjective way and research is carried on the basis of interest of the researchers.
For this study the realism approach is selected which is based on interpretive and
positivism. It pays attention on assumptions and tries to imply the subjective quality of human
beings (Newman, 2000). This key philosophy has been used to explore the subjective nature of
their customer for making purchases after getting influenced with content advertising.
Research approach
It is considered as a most important methodology through which researcher can carry out
the research by selecting appropriate path. Inductive and deductive are two major research
approaches (Hartas, 2010). Researcher can establish different theories and models in relation to
the given subject matter with the help of selecting appropriate research approach. Inductive
research approach is most suitable when researcher can move from more specific theories to
general one. On contrary, deductive approach will be incorporated when hypothesis is being
framed. Further, in the present study, Inductive research approach has been incorporated as no
hypothesis is being formulated. With the help of incorporating Inductive research approach
researcher is able to develop most suitable theories on the basis of gathered data and frame a
valid conclusion as well. Moreover, it helps in identifying some of the best information as well
as related theories and models with e-commerce.
Research design
It is the most effective technique through which overall study can be made as simple as
possible. There are different types of research designs i.e. Descriptive, meta-analytic,
experimental and explorative which enables the researcher to enhance the quality of their
research (Kotzab and et.al, 2006). Further, descriptive research design is one of the most suitable
for the present study as it helps the reader to go through various concepts and data about the
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content. It helps in gaining deeper insights about the given subject matter also determine that
constant advertising persuade people to buy those products which they really don’t want. This is
an empirical method which consists of observation and then describing the actions and behaviors
of subjects without manipulating them in any manner. With the help of this, appropriate
information and data can be gathered and research can be developed on descriptive basis.
Research type
Qualitative and quantitative are two major research types which help the reader in
assisting and understanding the whole content of research in a more effective manner (Srinagesh,
2006). On the basis of current report, qualitative research techniques have been used because
hypothesis has been developed. A research is said to be qualitative if the aims of the study are
defining the particular state of activities. With the help of using qualitative technique appropriate
conclusion can be made and all the finding and data are represented in the graphical manner.
Data Collection
It is considered as a most important part of any research through which researcher can
collect most suitable information as per the given subject matter. Primary and secondary are two
major sources of data collection in which primary method helps in collecting data directly from
people. On the other hand, secondary data collection refers to collecting data directly from online
sources (Chilisa, 2012). As per the current scenario and given subject matter, data has been
gathered from primary as well as secondary sources. In order to collect information from primary
sources, a questionnaire has been filled by different customers who use e-commerce and does
online shopping. With the help of gathering appropriate information through survey better
findings as well as conclusion can draw upon it. On the other hand, secondary data has been
gathered from online articles and magazines.
Sampling
Sampling plays a crucial role in gathering information from different sources. It can be
done by two ways i.e. probabilistic as well as non-probabilistic random sampling. Selecting
appropriate sampling technique as well as sample size is considered as a most important task for
the researcher. Sample size should be according to the basis, size and scope of the study (Lazar,
Feng and Hochheiser, 2010). In the present study, purposive sampling technique has been
selected under which sample size of 50 customers has been incorporated (Kotzab and et.al,
2006). Purposive sampling has been taken into consideration in order to collect the sample as per
6

the purpose of reason behind the specific subject matter. Customers can give better response
about the purchasing of products as due to the constant advertising. They can give better
justification that is it possible to purchase those products which they really don’t want. With the
help of gathering varied responses from different customers appropriate information about their
purchase behavior can be attained. However, in this report, sample size of 50 customers has been
chosen and data has been gathered through primary sources.
Data Analysis
One of the most important sections of any research is to frame most suitable findings as per
the given topic. Researcher can draw better conclusion on the basis of developing appropriate
findings (Hartas, 2010). In the present study, data has been analyzed by the way of qualitative
techniques. The major reason behind selecting this technique that the whole findings section is
based on the different viewpoint of customers and no hypothesis is being developed. Under this,
thematic analysis as well as graphical representation has been taken into consideration. In this,
different themes have been developed on the basis of different responses
Record of Data
In appendix
TASK 3
Using appropriate research evaluation techniques
For this study thematic analysis has been undertaken for the purpose of evaluating the
collected primary data from customer who are influenced by constant advertisements. A
questionnaire has been designed in which a set frame of questions is drafted. Following research
evaluation technique are employed in this given study.
Questionnaire- Questionnaire is an appropriate evaluation method because it helps in gathering
perspective of customers and large volume of data.
Thematic analysis- This technique is one of the best techniques that can be used when study is of
qualitative nature. In this analysis themes are drawn which are presumed as the basis for further
evaluation.
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Purposive Sampling- For this study purposive sampling is applied which is a type of non-
probability technique. It is selective, judgmental, and thoroughly subjective in nature. The
primary data is required to be collected from consumers who are driven by constant
advertisements appearing on various platforms. This sampling is best because the impact and
influence on consumer purchasing will be highlighted.
Interpretation and Analysis of results as per the original specification
The key aim of this research is to evaluate the influence of constant advertisements on the
consumers. The answer to following question will be recognized.
1. What are the factors that influence consumers in performing e-commerce activities?
2. How effectual are the e-commerce marketing in persuading consumers buying behavior?
Findings
Gender
The above graph depicts the gender of the sample from which responses were collected. On
obtaining the response it was seen that approx. 67% were female and 33% where male.
Age Group
8
33%
67%
Male
Female

The above graph displays the age group of the sample. While determining the findings it was
seen that only 7% are of 55 years and above. 13% are under the age of 25 years and 27% are
among the age 36-55 years. The highest of all the other, was seen among 26-35years.
Which type of advertisement influences you the most?
9
13%
53%
27%
7%
Under 25 years
26-35 years
36-55 years
55 years and above
47%
27%
20%
7%
Pop-up ads
Television ads
Social media ads
Other

The above graph displays that people are often persuaded by Pop Up advertisements and 47%
people admit to the fact. While, 27% said that television advertisement motivates them to shop
through online websites and 20% said that they had visited online shopping sites through social
media link. Rest 7% directed their vote for other.
How often do you shop online products?
The above graph shows the likeliness of one to shop through e-commerce websites. Through the
response it was seen that, 57% people have admitted that they frequently shop through online
websites. Only handful of them around 3% replied that they were rarely influenced by online
advertisements.
How often do you encounter e-commerce advertisements?
10
30%
57%
10%
3%
Very frequently
Frequently
Sometimes
Rarely
60%
33%
7%
Very frequently
Frequently
Sometimes
Rarely

This graph shows a sharp contrast on how the consumers agree and disagrees to the fact
of their encounter to e-commerce advertisements. Almost 60% of them admitted that they had
very frequently encountered e-commerce advertisement. Marginal reviews where gathered with
33% and 7% sometimes, but no one showed their response to rarely encounter of e-commerce
advertisements.
Do you think constant advertisements persuaded you to buy products?
The graph has given a clear picture on the consumer review about their influence on
buying products from e-commerce websites through constant advertisements. Almost 77% of
people replied yes and 10% replied no. 13% answered other as their reason for purchase.
Kindly rate the following sentence, “Online advertisement tempts me to purchase products I
don't really need”.
11
77%
10%
13%
Yes
No
Other

The above sentence was rated differently by all. Most of them, approx. 40% strongly
agreed to this statement while only 7% strongly disagreed with the statement given above.
I find Constant Advertisements to be appropriate. Do you agree with this statement?
This sentence was a hypothetical statement which is deemed to be correctly interpreted
by all. Consumers have shown their strong admission with 65% of sample size have replied
rarely these advertisements have turned out to be fruitful for them. While 26% stated neutral and
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40%
27%
17%
10%
7%
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
3%
6%
26%
65%
Very Often
Often
Neutral
Rarely

rest 9% showed their appreciation by supporting very often and often as they means constant
advertisements as appropriate.
Recommendations and justification of areas for further consideration
From the above study it can be articulated that customers have been repressively
persuaded to buy products through e-commerce websites. The reason of their persuasion can be
seen as the constant advertisements on various platforms. It is recommended to consumers to be
aware of such sites and take their decision wisely. It is evident that e-commerce has been using
all possible platforms to attract customer globally. The massive exposure to all such commercial
is turned out to be harmful for users. They are driven by the content of such advertisements and
tend to get motivated to buy products which they don't really aspire. It is important for consumer
to realize that the rampant advertisements are not good for them. Rather than being obsessed
with it, one must make a judicious decision to avoid and control their urge to materialistic
cravings. In addition to it, this research can be used as a base for conducting further research. In
this context, present study can be used for assessing the behavior of customers in different
context. Further, modes of effective marketing can be analyzed in future with the help of this
research.
13

REFERENCES
Bhasker, B., 2006. Electronic Commerce: Framework, Technologies and Applications. 2nd ed.
Tata McGraw-Hill Education.
Chaffey, D., 2009. E-business and E-Commerce Management, 4th ed. FT Prentice Hall.
Chilisa, B., 2012. Indigenous Research Methodologies. SAGE.
Creswell, J., 2013. Research Design: Qualitative, Quantitative, and Mixed Methods Approaches.
SAGE Publications.
Dholakia, N., 2002. Global E-commerce and online Marketing. Greenwood Publishing Group.
Doyle, P., and Bridgewater, S., 2012. Innovation in Marketing. Routledge.
Dr. Lazar, J., Dr. Feng, H. J. and Dr. Hochheiser, H. 2010. Research Methods in Human-
Computer Interaction. John Wiley & Sons
Hartas, D., 2010. Educational Research and Inquiry: Qualitative and Quantitative Approaches.
A&C Black.
Joseph, T. P., 2006. E-Commerce: An Indian Perspective. 2nd ed. PHI Learning Pvt. Ltd.
Kotzab, H. and et.al., 2006. Research Methodologies in Supply Chain Management. Springer.
Kumar,S. and Petersen, P., 2006. Impact of e-commerce in lowering operational costs and
raising customer satisfaction. Journal of Manufacturing Technology Management.
17(3).pp.283-302.
LI, F., 2007. What is E-business: How the Internet Transforms Organizations. Wiley.
Nair, A. and Narasimhan, R., 2006. Dynamics of competing with quality-and advertising-based
goodwill. European Journal of Operational Research. 175(1).pp.462-474.
Newman, I., 2000. Qualitative-quantitative Research Methodology: Exploring the Interactive
Continuum. SIU Press.
Plant, T. R., 2000. Ecommerce: Formulation of Strategy. Prentice Hall Professional.
Punch, K., 2013. Introduction to Social Research: Quantitative and Qualitative Approaches.
SAGE.
Srinagesh, K., 2006. The Principles of Experimental Research. Butterworth-Heinemann.
Viscolani, B. and Zaccour, G., 2009. Advertising strategies in a differential game with negative
competitor’s interference. Journal of Optimization Theory and Applications. 140(1).pp.
153-170.
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APPENDIX
Questionnaire
Name:
Nationality:
Gender:
Male
Female
Age:
Under 25 years
26-35 years
36-55 years
55 years and above
Which type of advertisement influences you the most?
Pop-up ads
Television ads
Social media ads
Other
How often do you shop online products?
Very frequently
Frequently
Sometimes
Rarely
How often do you encounter e-commerce advertisements?
Very frequently
Frequently
Sometimes
Rarely
Do you think constant advertisements persuade you to buy products?
Yes
No
Other
15

Kindly rate the following sentence, “Online advertisement tempts me to purchase products which
I don't really need”.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
I find Constant Advertisements to be appropriate. Do you agree with this statement?
Very Often
Often
Neutral
Rarely
16