How Technological Development Transformed Customer's Perception towards Amazon in UK

How has Technological
development transformed
customer’s perception
towards goods and services
offered by Amazon in UK?

ABSTRACT
This study performed for gaining understanding regarding the influence that
technological development brings among the target market of an online retailer. As these days
the competition within retail sector getting more enhanced as a result of which it is provoking
the players to bring more advancement into technology for achieving competitive edge and
satisfaction of customers. The current investigation is based on Amazon a leading E-commerce
organisation that operates in several different countries. For performing this study both Primary
and secondary sources are used to get adequate information required for accomplishment of
research aim and objectives. Under this for primary data Questionnaire is used by considering 50
employees of Amazon as they have thorough understanding regarding technological
development and its influence. By performing this study, it would be identified that manner in
which the technological development influence the customers perception and its influence over
organisational performance.

Table of Contents
ABSTRACT.....................................................................................................................................2
Topic:- How has Technological development transformed customer’s perception towards goods
and services offered by Amazon in UK?.........................................................................................4
CHAPTER 1: INTRODUCTION....................................................................................................4
Overview of study..................................................................................................................4
Background of study...............................................................................................................4
Aim of the research project....................................................................................................5
Research Objectives...............................................................................................................5
Research questions.................................................................................................................5
Rationale.................................................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
The aspects of technological development related with different function of a retail online
organisation............................................................................................................................7
The impact of technological up- gradation on consumer perception.....................................8
Several strategies adopted by Amazon that influence consumers positively while using
upgraded technology..............................................................................................................9
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
CHAPTER 4 : RESULT AND ANALYSIS..................................................................................15
CHAPTER 5: RECOMMENDATION..........................................................................................30
CHAPTER 6: CONCLUSION......................................................................................................31
CHAPTER 7: REFLECTION AND ALTERNATIVE RESEARCH METHOD.........................31
REFERENCES..............................................................................................................................33

Topic:- How has Technological development transformed customer’s
perception towards goods and services offered by Amazon in UK?
CHAPTER 1: INTRODUCTION
Overview of study
The technology has now become a major part of everyone's life specially in term of
communicating and assessing the product or services without visiting physically. This in turn has
diverted the business toward adopting the technological platform in order to deliver their product
or services. With this advancement in technology the businesses has experienced a tremendous
shift within the consumer behaviour (Parise, Guinan and Kafka, 2016). This is so because with
the help of digital technology the customer get easier access to information in bulk regarding
several product or services that are present in market. Therefore, majority of business mainly
adopt the information technology as the major source for influencing the consumer behaviour in
order to attract them toward the offering of a company.
The use of technology is relatively higher within retail industry as compare to other
sector. This is so because the retail sector mainly offer a range of product or services that are
used by the customers in their day to day life practices and in this digital age instead of
surveying Brick and Mortar stores, people mainly prefer to visit online web pages or social
media page to form up their purchasing decision. It provide a range of product category and
affiliated information which support customers in finding the products or services that can satisfy
their need. In this activity the experienced customer feedback plays a significant role in
influencing the consumer behaviour as by getting information from the experienced customers
the potential buyers form up their decision that may be extracted out as a positive or negative
manner (Blázquez, 2014). Hence for determining this influence on consumer behaviour due to
the technological development the current study is conducted and for this Amazon is taken into
consideration as it is one among the top most techno-driven organisation worldwide. This study
will support in determining the manner in which the technology imposes influence over the
consumer perception and what it further revert toward the organisation.
Background of study
The increasing technological development is improving the connectivity among
customers as well as organisation by providing them several other medium to interact with one

another. The technological development has bring an environment of “know everything” where
the organisations not required to put much effort to make information available to customers.
This is so because with the help of digital technology an organisation can reach millions of
customers with just a single click (Moorhouse, tom Dieck and Jung, 2018). The major player that
operates its operations with digital technology is Amazon, an American multinational technology
based organisation that offer range of services with the help of e-commerce throughout the
world. This organisation mainly focuses over cloud computing, e-commerce, artificial
intelligence and digital streaming. Additionally, Amazon is consider among the Big Four tech
companies throughout the world along with Google, Apple and Facebook.
This company initially started as a online marketplace for selling books but as time
passes it expanded to sell software, electronic items, apparels, furniture, video games, food, toy,
jewellery etc. Additionally it also distribute downloading and streaming of music, videos,
audible subsidiary, Amazon Publishing, Amazon web services (Piotrowicz and Cuthbertson,
2014). In order to promote its services Amazon use web pages as well as social media platform
by providing its target market with required information, customer feedbacks and discount or
other offers for influencing their decisions. This pay a lot in changing the customer perception
toward the product or services offered by a company.
Aim of the research project
To investigate the way Technological Development has transformed the customers
perception regarding goods and services in retail industry in UK. A study on Amazon.
Research Objectives
 To study the aspects of technological development in context with different function of a
retail online organisation.
 To determine the impact of technological up- gradation on consumer perception.
 To ascertain several strategies adopted by Amazon that influence consumers positively
while using upgraded technology.
Research questions
 What are the aspects of technological development in context with different function of a
retail online organisation?
 How technological up- gradation impact on consumer perception?

 What are the several strategies adopted by Amazon that influence consumers positively
while using upgraded technology?
Rationale
The main reason behind conducting this study is to determine the changes that get
anticipated with technology in term of manner in which an organisation approach the customers
and tactics that it usually adopt in order to improve the customer perception toward the offerings
of an organisation (Oliveira, Alhinho, Rita and Dhillon, 2017). This information will further
support other organisations in getting understanding regarding the factors that can influence the
consumer perception so that appropriate actions can be undertaken in order to manage them in
favour of organisation.

CHAPTER 2: LITERATURE REVIEW
Literature review is a method of gathering information regarding the nature of study with
the help of secondary data. Under this the researcher gather data related with the view point of
several authors or scholar which they presented in their study regarding similar area of study and
then critically review those in order to develop an understanding regarding the topic of concern.
Literature review act as a base over which the investigator can further perform the primary
investigation to broaden the knowledge (Blázquez, 2014).
The aspects of technological development related with different function of a retail online
organisation
According to the view point of Laduram Vishnoi, 2019, technological advancement
brings up huge influence over the e-commerce business by transforming the way consumers
interact with brand and empowering them to purchase the product or services in more cost
efficient manner. E-commerce make the business faster than ever before and make the things
available to customer at just a click distance. This technological advancement has enhanced the
operation as well as functioning of E-commerce retail business by providing them a medium to
perform operations in more effective manner that can satisfy the customers need. The
technological development has provided several different benefits in order to improve its
functioning. These are mentioned below:
 Extensive personalisation:- Personalization is one of the biggest tend in E-commerce as
consumers demand for a relevant shopping experience which is based on the personal
preferences. The effective personalisation is only possible when the organisation develop
its understanding toward customer's behaviour and preferences. The technology has
provide this potential to have a insight over consumer preferences as every action of
consumer over online platform is being captured and stored in order to form up a pool of
information which is known as big data. Additionally, technologies like Artificial
intelligence and machine learning analytics support in driving out the customer
behaviour pattern while interpreting the data related with customer. This support in
forming up better strategies to approach right customer with right product and providing
the personalised services for effective functioning of online business.

 Shift to mobile:- Another technological development that has transformed the
functioning of E-commerce business is mobile oriented shopping activities. The E-
commerce based mobile applications help in getting a continuous employees
engagement with brand and support in making the customer familiarize themselves with
relevant purchasing opportunities. Additionally a technology named as IoT provide a
desire to effectively understand the trends prevailing among customers across the range
of connected devices. This support in providing the online services to customers by
determining all their need and requirement so that products can be aligned accordingly.
 AI and Chatbots for customer communication:- Artificial intelligence has now
become a major part of everyday life. There are number of technological advancement
examples such as AI, automation tools with customer support services, chatbots, virtual
assistance etc. represents the future growth of business. These all contribute toward
enhancing the level of operations of an organisation in order to provide a great shopping
experience and at the same time more effective services that aid to consumer value by
providing response to their each issue much quickly.
The impact of technological up- gradation on consumer perception
According to the view point of Hemendra Singh, 2019 technology is an invention within
this fast paced world and a number of trending technology are being replaced or upgraded
toward improving the process. These technological changes or up-gradation has performed a lot
in changing the perception of consumers toward E-commerce digital business especially in the
retail sector. This is so because the retail industry offer the product or services that remains a
significant part of everyday life of a person .
As per the information provided by Margaret Rouse, 2020, Amazon is one among the big
four tech companies throughout the world and it bring a range of technological up-gradation in
its business operation or services it offer in order to improve the consumer perception toward it.
The top most technological up-gradation performed by Amazon are mentioned below:
AI powered personalisation:- In today's competitive world the differentiation among
the businesses become quite difficult due to increasing technological changes which
organisations are mainly offering in order to provide a superior customer experience. By
upgrading the services of Amazon to this technology it become possible to provide higher degree