Effect of Online Shopping Trends on Consumer-Buying Behavior

This research study focuses on the effect of online shopping trends on consumer-buying behavior, with a case study on Sainsbury's. It explores the impact on business profitability, strategies to improve online shopping trends, and the relationship between online shopping and consumer-buying behavior.

Inquiry Based Learning
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Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY....................................................................................................5
RESULT AND DISCUSSION........................................................................................................6
RECOMMENDATION.................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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Topic- Effect of online shopping trends on consumer-buying behavior. A case study on
Sainsbury’s.
INTRODUCTION
Online shopping is becoming consider as one of latest trends in nowadays and many people
uses this medium for convenient shopping. In fact, it is one of the popular aspect of shopping
among internet community. No matters electronics, online shopping, pets and other trends is
becoming very popular with each passing days. There are hundreds of website and other smart
application which are being created or deployed every year in order to cater this rising demand of
comfortable shopping trends.
In this research study, it is mainly focused on the online shopping trends which have led
research believe that age is not only factor causes youth to turn into online shopping. There are
different factors involved in marking online shopping and become consider the fastest growing
market in global world. This research study will describe the significant affect of online
shopping trends on the consumer-buying behaviour.
Aim of research - To investigation on the effect of online shopping trends on consumer-buying
behavior. A case study on Sainsbury’s.
Research Questions
 To determine the effect of online shopping trends on the business profitability as well as
productivity.
 To identify the impact of online shopping on the consumer-buying behaviour.
 To examine the different strategies in order to improve online shopping trends and attract
consumer-buying behaviour.
Research Objectives
 What are effect of online shopping trends on the business profitability as well as
productivity?
 What is the impact of online shopping on the consumer-buying behaviour?
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 What are different strategies in order to improve online shopping trends and attract
consumer-buying behaviour?
LITERATURE REVIEW
Online Shopping
Vasić, Kilibarda and Kaurin (2019) Through internet, it is conveniently purchase or buy a
product as well as service online. Nowadays, it has been rapidly increasing the demand of online
shopping, which become consider as popular. The advantage of online shopping is that
completely change the behaviour of consumers. It became easier for every potential consumers
to compare product or service through online medium. The choice is become convenience, easier
it is find online as desired product. Sometimes, it has been observed that online shopping provide
more satisfaction to current modern days for consumers, who are seeking convenience & pace.
As per Izogo and Jayawardhena (2018) there are various kind of online shopping tool or
platform used by retailer in marketplace. In this way, it can easily attract the consumers in order
to provide the best quality of product as well as service. Because of Covid-19, it has been
increasing the demand of online shopping trends and also affect on the consumer-buying
behaviour. Many clients are majorly influence with online shopping trends to buy a product or
service.
Customer-buying behaviour
According to Shokouhyar, Shokoohyar and Gupta (2021) consumer buying behaviour
refers to the study of group, individual and organisations and processes as they can select, secure,
protect and dispose of different items and services. It is very important to identify the satisfaction
level of client and how online shopping directly impact on their purchasing power. In recently, it
has been increasing the sales of product through E-commerce due to covid-19, which means that
many people prefer to use online platform and then buy a specific product. Online selling is now
as essential part of economy. All over the world, there had been an obvious thing and developing
a lot of trust in consumers towards online shopping trends.
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As per Jovanović and Doljanica (2020) internet development has helped bring about
increases the number of online consumers. There are various people feel so much hesitate
because they are concerned about the related personal safety as well as privacy. Nowadays,
online franchise & store are becoming more sophisticated online shopping because it continue to
mark its existence in marketplace. Sometimes, it has shown that there is no specific dramatic
resolution in every people who are trying to buy a product as well as service.
Relationship between online shopping and Consumer-buying behaviour
As per Vijayalakshmi, Gurumoorthy and Praveenkumar (2020) Consumer relationship
are becoming consider as one of the most significant aspect in maintaining trust while building a
relation with online shopping trends. As far as fear for secure transaction is concerned, but
different retailer should try to give the best opportunities where it is always keep secure sensitive
information. This can possible when retailer follows a privacy policy whereas every staff
members needs to be followed in proper manner.
Ouyang, Huang and Wei (2021) said that Relationship between consumers and online
shopping which means that establish a communication while building a coordination or
interaction. Retailer will use online shopping platform and give better experience so that
potential consumers will integrate with new trends and feel as positive experience. Therefore,
online shopping trends will be changing the consumer buying behaviour. Also people with time
constraints prefer the online shopping technique or method. It is greater way to increase pressure
or time on retailer. But some client who shop online regularly, of they do not plan ahead and
likely to go for online shopping.
RESEARCH METHODOLOGY
Research method is based on the systematic approach in which gather, collect large relevant
information in regards research topic (Dodds and Hess, 2020). Methodology is all about the
philosophical framework within which research will be conducted on the basis of requirements.
It is one of the important aspect of researcher to use an appropriate methodology in identify the
specific information and help a researcher to further analysing.
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The research design is based on the blue print for fulfilling objective and identify the
accurate answer. In this research study, it has been chosen descriptive research in order to
identify accurate profile of an event or situation (Nayak and Singh, 2021). This type of research
design is helping to investigator to represent a clear picture of phenomena, which was used to
collect a data.
In research study, investigator has chosen simple random Sampling method in which
selecting some of element from large population. The sample size is 30 consumers. On the other
hand, there are two different research method applicable in any research study, but in this study,
it has chosen qualitative method in which identify pre-existing theories to find accurate result.
Data Collection method are based on the procedures that help for identifying the gather
relevant information in different ways: primary and secondary (Zawacki-Richter and et.al.,
2020). In this research study, researcher has chosen primary data collection by using
Questionnaires technique. In order to targeting the sample population such as consumers,
identify their opinion in regards of online shopping trends.
RESULT AND DISCUSSION
In this research study, data analysis is based on the process or method of inspecting,
cleaning, transforming and modelling data with specific goal of discovering use information.
Afterwards, researcher can utilise this questionaries’ method to identify the opinion or view point
of respondent in proper manner. In generally, it helps for research in analysing different pattern
of observation through entire data collection phase.
Theme: 1 Do you think that effect of perceived risk on the online buying behaviour
Q1. Do you think that effect of perceived risk on the online buying behaviour
Frequency Response
Strongly agree
Agree
Strongly disagree
disagree
8
6
7
5
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Total 30
Table -1
Figure 1
Interpretation-
From above analysis, it has been summarised about the effect of perceived risk on the
online buying behaviour. Each and every respondents have been shared their opinion in regards
of perceived risk which is majorly identified in online buying behaviour. On the basis of
interpretation, It can be identified that 8 respondents are strongly agree, 6 respondents are
agreed, 7 respondents are strongly disagree and 5 respondents are disagree. In this way, it has
concluded that maximum respondent’s agree on the concept where identifying different risks in
case, if retailer do not provide quick service in fast manner. Thus, it may create a negative
impression which is directly affecting consumer-buying behaviour through online shopping.
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Theme: 2 Do you think that online shopping increases the demand of product and service
among potential consumers in marketplace.
Q2. Do you think that online shopping increases the demand of product and service among
potential consumers in marketplace?
Frequency Response
Strongly agree
Agree
Strongly disagree
disagree
10
7
5
4
Total 30
Table: 2
Figure 2
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Interpretation-
From above analysis, it has been summarised about the online shopping in which
increasing the demand of product and service among potential consumers in marketplace. This
can possible when everyone uses online platform to purchase any kind of items and also doing
comparison with same item into another brand. That’s why, most of people prefer to choose
online shopping as best option. Nowadays, it has been already changed the consumer buying
behaviour because of online shopping trends. These are always inspire or motivate people to
purchase item accordingly. On the basis of interpretation, It can be identified that 10 respondents
are strongly agree, 7 respondents are agreed, 5 respondents are strongly disagree and 4
respondents are disagree. In this way, it has concluded that maximum respondent’s agree on the
concept, also sharing their opinion on the basis of experience.
Theme: 3 Do you think that product awareness increases due to online shopping trends
among consumers.
Q 3. Do you think that product awareness increases due to online shopping trends among
consumers?
Frequency Response
Strongly agree
Agree
Strongly disagree
disagree
9
8
7
6
Total 30
Table: 3
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Figure 3
Interpretation-
In above chart, it has been concluded that product awareness increases because of online
shopping trends, which means that every consumer will try to use new trends and then find out
best options. That’s why, it has been examined that everyone uses online platform to purchase
any kind of items and also doing comparison with same item into another brand.
Nowadays, it has been already changing the consumer buying behaviour because of online
shopping trends. These are always inspire or motivate people to purchase item accordingly. On
the basis of interpretation, It can be identified that 9 respondents are strongly agree, 8
respondents are agreed, 7 respondents are strongly disagree and 6 respondents are disagree. In
this way, it has concluded that maximum respondent’s agree on the concept, also sharing their
opinion on the basis of experience.
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RECOMMENDATION
In this study, it has been recommended that focus on the various kind of risk-reducing
strategies and need to be developed by online retailer. Sainsbury’s retailer should start the online
campaigns in order to educate the consumers in regards of online shopping trends. Therefore, it
will help for changing their negative consumer-buying behaviour and help to increase the
importance of online retailer in marketplace.
On the other hand, it has been suggested that provide the guarantee mechanism for
consumers in regards of product quality or service. This will help for inspiring or motivating the
potential consumers towards online shopping trends. In this way, every consumer can feel safe,
reliable online service and ensure that online product are received by the customers.
CONCLUSION
From above discussion, it has been concluded that online shopping trends effect on the
consumer-buying behaviour. On the basis of data interpretation, it has been identified the opinion
or view point of respondents, analysed that online shopping is become consider as one of the
great opportunity for consumer to purchase an item. Examined the relationship between online
buying consumer behaviour and online shopping trends. Through this study, it also established
that consumer already taken to online purchasing as indicated 50% of respondents who had
online purchasing experience. After successfully conducting the research, it has been generated
an accurate result or outcome. On the basis of relevant factor that seems to be affecting the
customer buying-behaviour towards online shopping trends. Apart from that, study suggests that
retailer can induce consumer buying behaviour by using strategic approaches. In order to
influence towards online platform and establish a transparent communication with great
importance in current scenario.
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REFERENCES
Book and journals
Vasić, N., Kilibarda, M. and Kaurin, T., 2019. The influence of online shopping determinants on
customer satisfaction in the Serbian market. Journal of theoretical and applied electronic
commerce research. 14(2). pp.70-89.
Izogo, E.E. and Jayawardhena, C., 2018. Online shopping experience in an emerging e-retailing
market. Journal of Research in Interactive Marketing.
Shokouhyar, S., Shokoohyar, S. and Gupta, V., 2021. Promoting fashion customer relationship
management dimensions based on customer tendency to outfit matching: mining
customer orientation and buying behaviour. International Journal of Applied Decision
Sciences. 14(1). pp.1-23.
Jovanović, S.V. and Doljanica, S., 2020 Social Media in Fashion Industry: Empirical Study of
Customer Buying Behaviour.
Vijayalakshmi, R., Gurumoorthy, T.R and Praveenkumar, K., 2020. Consumer buying behaviour
through Online shopping application in fast moving Consumer goods. Asian Journal of
Management. 11(3). pp.315-320.
Ouyang, Y., Huang, L. and Wei, Z., 2021, March. Research on the Influence Mechanism of
Precision Marketing on Online Consumer Behaviour based on the ‘S–O–R’Paradigm and
Eroglu’s (2001) Online Shopping Response Model: Take the TikTok platform as an
example. In 2021 2nd International Conference on E-Commerce and Internet Technology
(ECIT) (pp. 218-223). IEEE.
Dodds, S. and Hess, A.C., 2020. Adapting research methodology during COVID-19: lessons for
transformative service research. Journal of Service Management.
Nayak, J.K. and Singh, P., 2021. Fundamentals of Research Methodology Problems and
Prospects. SSDN Publishers & Distributors.
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Zawacki-Richter, O. and et.al., 2020. Systematic reviews in educational research: Methodology,
perspectives and application (p. 161). Springer Nature.
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Appendix
Questionnaires-
Q1. Do you think that effect of perceived risk on the online buying behaviour?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q2. Do you think that online shopping increases the demand of product and service among
potential consumers in marketplace?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q 3. Do you think that product awareness increases due to online shopping trends among
consumers?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
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