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

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