(PDF) The impact of digital transformation on the retailing

RESEARCH PROJECT PART 2 –
IMPLEMENTING THE PROPOSAL

Table of Contents
TASK 2............................................................................................................................................1
RESEARCH METHODS................................................................................................................1
Research philosophy...............................................................................................................1
Research design......................................................................................................................1
Research approach..................................................................................................................1
Data collection methods.........................................................................................................2
Sampling.................................................................................................................................2
Data Analysis..........................................................................................................................3
Ethical considerations.............................................................................................................3
DATA ANALYSIS..........................................................................................................................3
Analysis..................................................................................................................................3
Discussion.............................................................................................................................13
Conclusion and Recommendations......................................................................................14
Lesson learnt ........................................................................................................................15
REFERENCES..............................................................................................................................16
QUESTIONNAIRE.........................................................................................................................1

TASK 2
RESEARCH METHODS
Research can be defined as searching new facts about the topic. Research methodology is
a systematic pattern of defining problem and gaining insight details about the subject matter.
There are various methods that are used by scholar in order to conduct investigation in a
systematic manner. These techniques are helpful in establishing relationship between variables
and evaluating data in order to answer research questions (Rendón and Ravanpeykar, 2017).
Research philosophy
Research philosophy is a basic belief system that helps in the development of knowledge
and in defining philosophical paradigm. There are three main types of philosophies i.e.
positivism, interpretivism and realism. Positivism is a type of method that is based on observing
social reality. It describes the topic from objective point of view. On the other hand,
interpretivism is another tool that highly depends upon human nature and role of participants in
investigation. It emphasises more on the viewpoints of human beings in order to know more
about real facts (Kamil and et.al, 2016). Realism is another kind of method that is based on
scientific inquiry. In the present research i.e. on impact of digital technologies on brick and
mortar business, scholar has taken support of interpretivism philosophy. This has supported in
involving theories and human beings into study so that subjective information can be gathered
about the topic. This has helped individuals in answering research questions and reaching to the
final results (Fogarty and Ramjan, 2017).
Research design
Research design is an outline of entire project that describe planning of researcher in
order to carry out the investigation on particular topic. Descriptive design is a type of method
that describes each element and ensures to provide a clear picture of research topic. On the other
hand, exploratory design is another type of method that is generally applied in the type of
investigation when researcher has to explore ideas and need to find out new facts about topic
(Warr and et.al, 2016). Experimental design is a method that makes experiments in order to find
out answers. In the present study, scholar has applied descriptive research design. This has
helped individuals in gathering information about digital empowerment of consumers and the
way it impacts on brick and mortar business.
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Research approach
Inductive and deductive are two main types of approaches. Both these tools have unique
characteristics as well as they are being used in different studies. Inductive reasoning
concentrates on the theories and models. In this, individual conducts study in generalisation
manner while, on the other hand, deductive is another kind of method that formulates hypothesis
(Nugroho and Dharmawan, 2017). Researcher tests these hypothesis in order to answer the
research questions. Inductive technique is based on the observations and on developing theory
whereas, in deductive approach, research test theory is applied. In the present study, scholar has
applied inductive research approach. It is suitable for the present topic because by this way,
individual has become able to involve theories related to digital empowerment of consumers and
researcher has find out answers about the way these technologies are influencing business
performance of brick and mortar business (García-Hinde and et.al, 2018).
Data collection methods
It is the most important part of research project whenever scholar conducts study on a
particular topic. It is essential to have reliable data that can enhance the understanding of
researcher about topic. There are two main methods i.e. primary and secondary. Primary data
collection sources are such tools that concentrate on the real facts about subject matter. It tries to
find out the real situation so that research questions can be addressed in an effective manner. On
the other hand, secondary data collection sources are other methods in which scholar uses
already available data such as books, journals and internet articles in order to gather details about
subject matter (Edwards and et.al, 2016). In the present project, researcher has applied
questionnaire technique. This is the type of primary resource that helps in enhancing in-depth
understanding of researcher about subject matter. By conducting questionnaire from consumers
and business persons, researcher has got to know about digital empowerment and the way digital
technologies are influencing business performance of brick and mortar business.
Sampling
Sampling is a process of choosing appropriate people who can give accurate answers
about the research questions (Ho, 2014). In order to conduct research on digital empowerment of
consumers and its impact on brick and mortar business, scholar has taken support of random
sampling technique. This is suitable for the present research because by this way, individual has
become able to get answers without biasness. Scholar has selected 15 managers of Brick and
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mortar business and 15 consumers who buy products from retail stores. Both are able to give
accurate answers about digital empowerment and the way it influences performance of company
(Janghorban, Roudsari and Taghipour, 2014).
Data Analysis
Data analysis is a type of technique that evaluates data and find out answers of research
questions. There are two main data analysis methods that are used in different kinds of studies. In
qualitative type of project, scholar generally takes support of thematic analysis technique. In this,
individual prepares themes and interpret these data (Nugroho and Dharmawan, 2017). On the
other hand, in quantitative type of studies, researcher takes support of statistical analysis method
in which individual uses SPSS. In the present research, individual has taken support of thematic
analysis method. This has helped scholar in preparing themes on the basis of digital
empowerment and identifying facts about how digital technologies are influencing performance
of brick and mortar business.
Ethical considerations
It is an essential part of research project, it helps researcher in minimizing complexity
and conducting study in an ethical manner (Rendón and Ravanpeykar, 2017). Investigator has
taken care of ethical aspects and got permission by sending consent form. They have signed this
consent form and given written permission. Scholar has given rights to each respondent to skip
any question that they do not want to answer. Participants are given with respect and individual
has not used any wrong word during research. Furthermore, scholar has taken care of issue of
plagiarism and thus, translated all details in own words. Individual has not forced any person to
give their views or response on questions; all people were aggressively agree to share their
opinions about the research topic (García-Hinde and et.al, 2018).
DATA ANALYSIS
Analysis
For business managers
Theme 1: Digital empowerment of consumers is impacting the business performance
Strongly agree 5
Agree 8
Disagree 1
3

Strongly disagree 1
Interpretation: From the above data it is found that 8 out of 15 respondents have viewed that
they are agreed that digital empowerment of consumers is imp[acting business performance of
Brick and motor business. On other hand 5 out of 15 answerers have replied that they are
strongly agreed that such digital empowerment is affecting functioning of these organizationals.
Whereas 1 out of 15 participant has viewed that they are disagreed with this point. From the
above detail it can be interpreted that digital empowerment of consumers are creating issue for
brick and motor business because digital technologies help clients in comparing products and
getting cheaper goods. That is why people do not prefer to purchase retail products from brick
and motor retail shops.
Theme 2: Digital empowerment of consumers contributing to failing brick motor business
revenue
Strongly agree 5
Agree 6
Disagree 3
Strongly disagree 1
4

Interpretation: From the above data it is found that 6 out of 15 respondents are agreed that
digital empowerment of consumers contribute to fail revenues of brick and motor business. On
other hand 5 out of 15 participants have replied that they are strongly agreed with this point.
From the above data it can be interpreted that due to high use of digital technologies consumers
search their products online. They get benefit of getting cheaper products online. That is why
interest of buyers towards online shopping is very high which decreases revenues of brick and
motor business to great extent.
Theme 3: Mobile applications allow consumers to interact effectively with the brand
Strongly agree 5
Agree 7
Disagree 2
Strongly disagree 1
5

Interpretation: There are 7 out of 15 participants those who are agreed that mobile applications
support companies in making effective communication with consumers. By this way these
people get to know more about products and services of brand. On other hand 2 out of 15
respondents have said that they are disagreed with this view because many times companies fail
to give quick response on mobile applications. From the above detail it can be interpreted that
mobile applications are effective in order to develop strong relationship with consumers and
making them aware with products and services of business.
Theme 4: Technology can give wings to customisation
Strongly agree 5
Agree 6
Disagree 2
Strongly disagree 2
6

Interpretation: From the data recording it is found that 6 out of 15 answerers have replied that
they are agreed that technologies give wings to customisation. On other hand 5 out of 15
participants have replied that it does not give wings to customisation. Whereas 2 out of 15
respondents have said that they are strongly disagreed that technology gives wings to
customisation.
Theme 5: Digital technologies are helpful in improving products quality and satisfying
consumers
Strongly agree 5
Agree 7
Disagree 2
Strongly disagree 1
7

Interpretation: From the above data it is found that 7 out of 15 participants have replied that
digital technologies are effective in improving product's quality. Whereas 5 out of 15
respondents are strongly agreed that it helps in satisfying consumers. From the above details it
can be interpreted that use of digital technologies are helpful in identifying needs of consumers
and providing them goods in such manner so that their requirements can be accomplished. This
helps in making necessary changes in practices so that overall quality of products can be
improved.
For consumers
Theme 1: Digital technologies give facility or freedom to switch towards other brand if
products are not satisfactory
Strongly agree 3
Agree 9
Disagree 2
Strongly disagree 1
8

Interpretation: From the above data it is found that 9 out of 15 answerers have replied that they
are agreed that digital technologies are giving facilities to consumers to switch brand if they are
not satisfied with one company. On other hand 2 out of 15 participants have said that they are
disagreed with this point that it is not possible to switch brand for clients. From the above detail
it can be interpreted that if people are not happy with products of one entity then they can buy
products of other entity because there are many brands available on internet which gives high
quality products and services. Consumers can purchase products from entity which offer them
satisfactory products and services.
Theme 2: Use of digital technologies are convenient for shopping.
Strongly agree 5
Agree 7
Disagree 2
Strongly disagree 1
9

Interpretation: From the above data it is found that 7 out of 15 participants have viewed that
they are agreed that it is very convenient to shop online for consumers. On other hand 5 out of 15
respondents have viewed that use of technologies are helpful in comparing various products and
making correct buying decision. Whereas 2 out of 15 answerers have replied that it is not
convenient option because there are high chance of occurring fraud. From the above detail it can
be interpreted that Digital technologies are helpful and convenient option for shopping because
by this way consumers can get variety of products at affordable prices.
Theme 3: Shopping by using internet and other technologies are faster and give more
monitory benefits
Strongly agree 4
Agree 6
Disagree 3
Strongly disagree 2
10

Interpretation: from the above data it is found that 6 out of 15 participants have replied that
they are agreed that internet shopping is effective tool because it helps the person in getting more
discounts and buy products at less time. On other hand 3 out of 15 respondents have said that it is
not a good method because online transactions increases chances of occurring fraud.
Theme 4: Use of digital techniques for shopping are safe and secure
Strongly agree 2
Agree 4
Disagree 6
Strongly disagree 3
11

Interpretation: From the above data it is found that 6 out of 15 participants have replied that
they are disagreed that use of digital technologies for shopping is not safe because many hackers
hack personal and confidential information of individual. On other hand 4 out of 15 respondents
have said that they are agreed that digital technologies are safe because companies ensure to
keep personal information of consumers secure.
Theme 5: Digital technologies of online shopping platform you can get high quality products
at best prices
Strongly agree 4
Agree 7
Disagree 3
Strongly disagree 1
12

Interpretation: From the above data it is found that 7 out of 15 answerers have said that they are
agreed that digital technologies helps consumers in getting high quality products at affordable
rates. On other hand 3 out of 15 respondents are disagreed that people get good quality goods at
lower rates. From the above detail it can be interpreted that online shopping gives benefit to
customers to get high quality products at best prices. That is why most of the people get attracted
towards online shopping due to which revenues of brick and motor business can decreased.
Discussion
From the above research it is analysed that digital technologies have increased
competition in the market. In such condition it has become difficult for brick and motor business
that to sustain in the market for longer duration. Consumers like to buy products online by using
these technologies. This supports them in comparing various brand and making sound purchase
decision. When individual buy products from physical stores then it gives social and tactile
experience of the person. But online shopping aids then in getting unique products at affordable
prices. Earlier many people buy products from brick and motor business but it was time
consuming process, now digital technologies have given benefits to clients to shop in less time
and compare various brands before making final decisions. Hat is why interest of buyers towards
online shopping is increasing day by day. Social networking sites, website etc. are various
options through which individual get information about brand. These technologies e make them
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aware with variety of brand and influence their decision as well. Consumers can communicate
with consumers on these sites easily. This supports them in making sound purchase judgement.
Physical stores are unable to meet expectation of buyers. Because these retail stores offer
limited products and services to buyers whereas in online shopping people get variety of options.
Furthermore, e-commerce business offer home deliver facility and exchange benefit if consumers
are not satisfied with products and services. But many people believe that buying goods from
online platform is quit unsecure. When individual enters their personal and account detail then
there are high chance of misusing these detail by hackers. This has created fear in the mind of
consumers. There are many companies which are taking support of mobile technologies. This
application plays significant role in organization, this assist in making strong communication
with buyers and influencing their decisions. Through digital technologies companies make their
audience aware with monitory and non monitory benefits that they can get from buying products
of particular company. This helps consumers in raising their quarries and getting immediate
solution for these issues. Entities always ensure to identify needs of buyers and provide them
goods and services as per their requirements. This is the way that helps in satisfying consumers
and retaining them in organization for longer duration. Digital empowerment are changing mind
of buyers and that are getting motivated to buy products online. This is affecting overall
performance of brick and motor business to great extent.
Conclusion and Recommendations
Conclusion
Technological changes are necessary for the growth of business unit. Brick and motor
business are unable to attract more consumers towards the brand because of increasing trend of
online shopping. Technologies have changed perception of consumers and they are able to buy
high quality products at affordable rates. This platform offer them home delivery services which
saves time and money of consumers as well. Digital empowerment impacts on consumer's choice
and they do not prefer to buy goods from retail stores. That is the main reason of declining sales
of brick and motor business. Implementation of digital technologies allow companies in
enhancing communication with buyers and identifying their needs. By this way organization can
offer them goods and services as per their requirements. Use of digital technologies are
convenient option of customers but due to increasing internet fraud many people do not prefer to
shop online. In such condition they go to physical stores to buy their items. Brick and motor
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business fails to offer them wide rage of products of various brand that sometimes demotivate
buyers and influence their decision as well.
Recommendations
 Brick and motor businesses should take support of mobile application, social networking
sites. This will aid in making effective communication with consumers and identifying
their needs. By this way companies will be able to offer them satisfactory goods and
services. This can make them positive towards the brand and can retain consumers for
longer duration.
 Brick and Motor business should implements effective marketing strategies that can gain
attention of mass audience. They should offer consumers attractive discounts so that they
feel happy and like to shop from physical stores.
Lesson learnt
This research has increased knowledge of researcher about various research technologies
and methods that are used in order to conduct investigation in effective manner. Scholar has
learnt rationale of applying inductive approach in any study. This study has improved
communication skills of researcher and individual has become able to interact with respondents
easily. Earlier to that person was not good in coordinating well with others but as in this research
scholar had to coordinate with business managers and consumers in order to gather primary
information. That has helped individual in improving communication skill to great extent.
Furthermore, technical skills of researcher also get improved to some extent.
It has been learnt that investigator can apply deductive research approach on the same
topic. Person can formulate hypotheses and can test these hypotheses. This will help in getting
more authentic and accurate results. Use of quantitative analysis methods can be better in order
to enhance reliability and can help in gaining more specific results.
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REFERENCES
Edwards, L. and et.al., 2016. Increasing follow-up questionnaire response rates in a randomized
controlled trial of telehealth for depression: three embedded controlled
studies. Trials. 17(1). pp.107.
Fogarty, S. and Ramjan, L. M., 2017. The tipping point of change in Anorexia Nervosa (AN):
Qualitative findings from an online study. Women & health. pp.1-12.
García-Hinde, O. and et.al., 2018. Evaluation of dimensionality reduction methods applied to
numerical weather models for solar radiation forecasting. Engineering Applications of
Artificial Intelligence. 69. pp.157-167.
Ho, J. K. K., 2014. A Research Note on Facebook-based questionnaire survey for academic
research in business studies. European Academic Research. 2(7). pp.9243-9257.
Janghorban, R., Roudsari, R. L. and Taghipour, A., 2014. Skype interviewing: The new
generation of online synchronous interview in qualitative research.International journal of
qualitative studies on health and well-being. 9.
Kamil, M. L. and et.al., 2016. Handbook of reading research, Volume III. Routledge.
Nugroho, G. and Dharmawan, A., 2017, October. Undesirable rolling minimization on the EDF
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Mechatronics, Intelligent Manufacture, and Industrial Automation (ICAMIMIA) (pp. 85-
90). IEEE.
Rendón, S. A. U. and Ravanpeykar, Y., 2017. Investigating the relationship between knowledge
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Warr, D. and et.al., 2016. Ethical issues in visual research and the value of stories from the field.
In Ethics and Visual Research Methods (pp. 1-16). Palgrave Macmillan, New York.
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QUESTIONNAIRE
For business managers
Name
Age
Email ID
Do you believe that digital empowerment of consumers is impacting the business performance?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
Do you agree that digital empowerment of consumers create situation of failing brick mortar
business's revenues?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
Do you agree that mobile devices allow consumers to interact effectively with the brand?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
Do you think that technology can give wings to customisation?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
Do you agree that digital technologies are helpful in improving products quality and satisfying
consumers?

 Strongly agree
 Agree
 Disagree
 Strongly disagree
For consumers
Name
Age
Do you agree that digital technologies give facility or freedom to switch towards other brand if
products are not satisfactory of one company?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
Does use of digital technologies are convenient for shopping?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
Do you agree that shopping by using internet and other technologies are faster and give financial
benefits?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
Do you think that use of digital techniques for shopping are safe and secure?
 Strongly agree
 Agree

 Disagree
 Strongly disagree
Do you agree digital technologies of online shopping platform can provide high quality products
at the best prices?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
3