Factors Affecting Consumers Choice Between In Store Shopping and Online Shopping Case Study UK

This research proposal aims to investigate the factors affecting consumer choice between in-store and online shopping in the UK retail sector, with a case study on Tesco. The study will determine the factors affecting store and online shopping, challenges faced by customers, and recommend ways to minimize them.

Research proposal

TABLE OF CONTENTS
Background..................................................................................................................................3
Research aim and objectives........................................................................................................3
Literature review..........................................................................................................................3
Rationale......................................................................................................................................4
Significance.................................................................................................................................4
Research methodology.................................................................................................................5
REFERENCES................................................................................................................................6

Topic: To investigate the factor affect consumer choice between in store shopping and
online shopping within UK retail sector: A study on Tesco.
Background
The shopping experience of customers changes due to change in market such that earlier
customer focused upon offline shopping and this changed towards online, due to stressed life (de
Magalhães, 2021). That is why, the current study shed a light upon different factors that affect
customer’s opinion while performing online and offline purchasing. The entire study is based
upon Tesco which is one of the top international firm and deals online as well as offline.
Research aim and objectives
The aim of the study is to determine the different factors that affect the customer choice
between in store and online shopping within Tesco.
Objectives:
 To determine the factor that affect store shopping within retail sector
 To assess various factor that affect online shopping.
 To ascertain the challenges faced by the customers during online and offline shopping
within Tesco.
 To recommend the best way for Tesco through which challenges of customers can
minimized.
Literature review
Theme 1: factor that affect store shopping within retail sector
By complying with shopping Continuum Theory” (SCT), There are different factors that
affect the store shopping which are as mentioned below:
 convenience
 Variety
 Product quality
 Prices
 Store loyalty
Theme 2: factor that affect online shopping

 Demographic factor
 Shipping cost
 Return policy
 Convenience in Searching Products
 Ease of Navigation via Categories
Theme 3: Challenges faced by the customers during online and offline shopping within
Tesco.
 Unprofessional, Dated Design
 Bad User Experience
 Missing or Unclear Product Information
 Cybersecurity Issues
 Shopping Cart Abandonment
 Product Returns and Refunds
Rationale
The reason for choosing the specific topic is such that it will assists to determine the
factors that drive customer to purchasing either from online or offline store. This in turn
recognized as a key issue because customer opinion changes as the market changes and that is
why, there is a need to identify the factors that contributes to change their choices related to
shopping (Melović and et.al., 2021). Also, through thematic data analysis, scholar will be able to
identify the issues faced by customer related to online or store shopping.
The research will be different from those which had been conducted last 20 years because
in this, the theory will be supported that help to examine the factors that affect the overall
shopping experience so that company will determine the loopholes and develop strategies
accordingly.
Significance
The current study will be beneficial to Tesco and other retail firm in order to consider the
factors that concerned with customer shopping experience. Also, other scholars who also wants
to study on this topic may also use the content as a secondary research so that it will help to gain
knowledge pertaining to the terms.

The present research is different from others which are already conducted in previous
years because online buying is recently emerged very rapidly after pandemic (2020). Earlier,
people prefer to use only offline shopping and that is why, through the present research, scholar
shed a light upon different factors of online and offline, as 20 years ago the research already
conducted where online buying is not as effective as of now.
Research methodology
Research type: For the present study, qualitative research type will be adopted in order to
identify the factors of customer choice between online and offline (Snyder, 2019).
Research approach and philosophy: Inductive approach and interpretivism research
philosophy will be used by the scholar in order to derive the theoretical aspects of the research.
Data collection: Both primary and secondary data collection methods will be used by the
scholar in order to collect the relevant information. Under primary, survey method used through
the means of questionnaire (in which different questions asked to selected respondents with
diverse options) whereas for secondary data collection, relevant books, articles will be used to
develop brief thesis in which model related to customer decision making used in which 5
different factors identified that customer consider while selecting best products.
Data analysis: Thematic data analysis will be used in order to interpret the key theme
regard to objectives (Zangirolami-Raimundo, Echeimberg and Leone, 2018).
Sampling: Simple random sampling method will be used by the scholar where 30
customers of Tesco will be selected in order to generate the best outcomes with regard to the
topic.
Ethical consideration: Data protection act must be complied and reference list must be
added at the end of the report to determine the research is not copied from anywhere.

REFERENCES
Books and Journals
de Magalhães, D. J. A. V., 2021. Analysis of critical factors affecting the final decision-making
for online grocery shopping. Research in Transportation Economics, p.101088.
Melović, B. and et.al., 2021. Determinants of Millennials' behavior in online shopping–
Implications on consumers’ satisfaction and e-business development. Technology in
society. 65. p.101561.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of business research. 104. pp.333-339.
Zangirolami-Raimundo, J., Echeimberg, J. D. O. and Leone, C., 2018. Research methodology
topics: Cross-sectional studies. Journal of Human Growth and Development. 28(3). pp.356-
360.