Impact of E-commerce on Customer Purchase Behaviour of AMZ Group

Running head: IMPACT OF E-COMMERCE ON CUSTOMER PURCHASE BEHAVIOUR
OF AMZ GROUP
Impact of e-commerce on customer purchase behaviour of AMZ Group
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1
IMPACT OF E-COMMERCE ON CUSTOMER PURCHASE BEHAVIOUR OF AMZ
GROUP
Research Topic and Problem Statement
The topic of the research is “Impact of E-commerce on the customer purchase
behaviour of AMZ Group”. The expectations of the customer have increased in the present
age and it has challenged the traditional infrastructure of the retail companies. E-commerce
had helped in delivering the consistent content along with the product information that has
helped in increasing the consumer base of AMZ Group (Nisar and Prabhakar 2017). The
practical issue that would be solved with the help of the research is that it was causing the
organization to lose the consumer base that was acting like a problem for the growth of the
organization. The brick-and-mortar retail structure of AMZ Group was limiting the ability of
the retailers in delivering the kind of customer experience that can attract the consumers
(Amzgroup.com 2019).
Selecting the topic and searching literature
The topic would be refined by focusing on the increasing use of the internet in the
present age. It would throw light upon the disadvantages that are offered by the brick-and-the
mortar stores and how it has an effect on the buying behaviour of the customers. The topic
would discuss how the existing structure of the retail store is incapable of delivering on the
basis of the expectations of the customer. The traditional model of AMZ Group was proving
to be incapable of enhancing the inventory visibility across that of the different channels
(Easterby-Smith, Thorpe and Jackson 2012). The research literature can be searched most
effectively by focusing on the element of onmi-channel retail transformation and the benefits
that the retail companies can draw from the element of e-commerce (Laudon and Traver
2016). The literature can be searched in an effective manner by talking about the advantages
of innovative along with the secure omni channel solutions that can help in delivering the
right kind of experience for the customer. The information about the topic would be searched