Impact of E-Commerce on Emerging Markets - Amazon

Impact of E-Commerce on Emerging Markets (A study on
Amazon in India)
Student Number:
Issues and Controversies in Management Project

ABSTRACT
This project is based on the impact of E-commerce on Amazon in India. India is an emerging
market and E-commerce activities are going with very increasing rates and it experienced in
significant growth in e-commerce with many small firms mushrooming as well as some big
organisations are striving to take over the giant Indian e-commerce market. In this present
project. This project is based on deductive approach because it included testing of theory. The
positivism research, investigator has successfully identified the impact of E-commerce on
emerging markets. Moreover, Descriptive, Experimental, Correlational and Diagnostic are main
four types of the research design. On the other hand, when all the individuals do not have equal
chance to be selected in the sample as in this type of sampling respondents are selected by using
some methods are called as non-probabilistic sampling. With the help of survey questionnaires, I
have successfully answered the research questions as well as reach the aim and objectives of the
study. Descriptive statists have used to depict the characteristics of the sample as well as to make
sure that there were no violations in the assumptions made by the individual test before testing
hypothesis. As per analysing the outcomes on which it can be said that, influences of E-
commerce business is mainly on economic factors. Thus, on the basis of analysis and
measurements on which it can be said that E- commerce industries are beneficiary in terms of
uplifting the level of economy as well as technologies.

ACKNOWLEDGMENT
I would like to thank my supervisor for helping me and guiding me through this research. Also, I
am glad to have supportive friends and Family who have encouraged me in implicating efforts
and motivating me for reflecting my learning, skills and talent in this project. Moreover, at last I
would like to thank all the participants who have represented their reviews, opinion and
supported my survey to have better study on the facts.

TABLE OF CONTENTS
ABSTRACT.....................................................................................................................................2
ACKNOWLEDGMENT..................................................................................................................3
CHAPTER 1. INTRODUCTION....................................................................................................1
1.1 Research Background............................................................................................................1
1.2 Problem Statement.................................................................................................................2
1.3 Aims and Objectives..............................................................................................................2
1.4 Project Outline.......................................................................................................................3
CHAPTER 2. LITERATURE REVIEW.........................................................................................5
2.1 Introduction............................................................................................................................5
2.2 E-commerce aid in the economic development of developing countries..............................5
2.3 The relationship between e-commerce and emerging market...............................................6
2.4 The significant impact of e-commerce on emerging market.................................................8
2.5 The influence of e-commerce in developing an economy.....................................................9
CHAPTER 3. RESEARCH METHODOLOGIES........................................................................11
3.1 Introduction..........................................................................................................................11
3.2 Research Type.....................................................................................................................11
3.3 Research Approach..............................................................................................................11
3.4 Research Philosophy............................................................................................................12
3.5 Research Design..................................................................................................................12
3.6 Sampling..............................................................................................................................12
3.7 Data Collection....................................................................................................................13
3.8 Data Analysis.......................................................................................................................13
3.9 Ethical Consideration...........................................................................................................14
CHAPTER 4: RESULTS OR FINDINGS....................................................................................15
4.1 Introduction..........................................................................................................................15
4.2 Frequency analysis:.............................................................................................................15

4.3 Hypothesis findings.............................................................................................................22
4.4 Summary..............................................................................................................................27
CHAPTER 5: DISCUSSION AND CONCLUSION....................................................................28
5.1 Research overview...............................................................................................................28
5.2 Discussion............................................................................................................................28
5.3 Limitations and Future Research.........................................................................................29
5.4 Recommendations................................................................................................................29
5.5 Conclusion...........................................................................................................................30
REFERENCES..............................................................................................................................31
APPENDIX 1.................................................................................................................................34
APPENDIX 2.................................................................................................................................35
APPENDIX 3.................................................................................................................................39
APPENDIX 4.................................................................................................................................41
APPENDEX 1 ..............................................................................................................................34
APPENDEX 2 ..............................................................................................................................35
APPENDEX 3...............................................................................................................................39
APPENDEX 4 ..............................................................................................................................41

CHAPTER 1. INTRODUCTION
In today's era, E-commerce has acquired a great importance in the world. E-commerce is
the commercial transaction conducted electronically on the internet. It is the buying and selling
of goods and services or transmitting data or funds, over an electronic network, primarily the
internet. India's rapid growth across a range of frontiers appears to be good news for global
consumer businesses seeking to access its markets. Internet proliferation and increasing uses of
online shopping channels pose a new opportunity to reach customers. There are various
advantages of E-commerce for the businesses (Leong and et.al., 2016). It makes the process of
buying and selling faster and it also persuades 24/7 availability of goods and services to the
customers. Businesses can reach to the wide range of customers by using internet marketing.
The cost of operation will also minimise by using e-commerce activities. For the business
operating in emerging market, e-commerce facilitates cost effective operations. On the other
hand, the benefits of E-commerce is not limited up to the businesses only, as it is also very
beneficial for the developing countries. It improves the technological sector of the nations, it
generates employment opportunities, encouraging real-estate, generating opportunities for
merchant partners and many others advantages which is very important for the developing
market to develop and grow more.
This chapter provides background information on the impact as well as importance of E-
commerce on emerging markets in developing countries. Amazon company is being chosen for
the study and India is being chosen as emerging market. This chapter will be start with the
research background, problem statement and aims & objectives.
1.1 Research Background
The research study is based on the impact of E-commerce on emerging market. India is
an emerging market and E-commerce activities are increasing with very increasing rates and it
experienced in significant growth in e-commerce with many small firms mushrooming as well as
some big organisations are striving to take over the giant Indian e-commerce market. The
research study will examine the impact of E-commerce on Amazon that is growing its business
in India (Agwu and Murray, 2015). Amazon is a multinational technology company focusing in
e-commerce, artificial intelligence and cloud computing.It is founded by Jeff Bezos in 1994. It is
one of the Four Horsemen of technology along with Google, Apple and Facebook due to its
brand equity, disruptive innovation, market capitalisation and the process of hyper competitive
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application. At first, the term E-commerce refers to the process of execution of electronic
commercial transactions with the assistance of leading technologies, like Electronic funds
transfer (EFT) and Electronic Data Interchange (EDT) that provided opportunities for users to
exchange all the information of the business.
1.2 Problem Statement
There has been extensive research done around the topic of E-commerce in emerging
market. The research has identified the gap between E-commerce and growth in India. The actual
reason behind choosing E-commerce as the topic of the study is that it is very popular in the field
of businesses as well as in livelihood. In old days, goods and services were purchased and sell by
offline mediums as there were no electronic devise for sales and purchase of goods (Agarwal and
Wu, 2015). With the passing of time and effect of globalisation on the businesses, e-commerce
activities are growing with higher growth rates. In addition to this, e-commerce has converted the
life of people living in India to more leisure as goods and services are directly delivered to the
customers at their doorstep. Apart from this, there are various other problems arise in studying
the research topic like specifying the E-commerce businesses and its influence in the India would
have required time. Time has been utilised in data collection, analysis process of research which
was not enough for scholars. The tools used in analysing the data set on which researcher have
used SPSS that has not reflected proper outcomes through operations.
1.3 Aims and Objectives
Aim- “To identify the impact of E-commerce in India”. A study on Amazon.
Objectives
 To study how e-commerce aid in GDP of developing countries, India
 To identify the relationship between e-commerce and India as emerging market.
 To identify the significant impact of e-commerce on Indian economic growth.
 To assess the influence of e-commerce in developing employment opportunities.
Research Questions
 Does e-commerce aid in GDP of developing countries, India?
 Is there a relationship between e-commerce and India as emerging market?
 What significant impact of e-commerce on Indian economic growth?
4. Can e-commerce influence in developing employment opportunities?
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1.4 Project Outline
Chapter 1. Introduction This chapter outlines the
summary of the topic on which
research study is based on. In
this present study, scholar will
focus on brief understanding of
topic of the investigation.
Further, the research
background will also provide
in this chapter where the
reason of choosing the topic
(impact of E-commerce on
emerging markets) will be
explained. Aims and on the
basis of aim, objectives are
form and on the basis of
objectives will be prepared.
Chapter 2. Literature Review In this project the second
chapter where the discussion
of secondary facts along with
finding from various authentic
sources will be studied. On the
basis of information collected,
i have will identify the actual
impact of e-commerce on
businesses in emerging market.
Theoretical framework was
introduces along with research
hypothesis will also be
developed in this chapter.
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Chapter 3. Research Methodologies In this chapter of dissertation, i
have will provide a critical
review of research methods
that are used in collection of
data as well as data analysis. I
have will also provide the
justification for selecting the
research methodologies.
Chapter 4 Result This is most important chapter
of the project because the
entire study is based on this
chapter. This present result of
the study will be evaluated
from the questionnaire which
have been analysed using
SPSS statical software.
Internal and Descriptive
statistics will be used to
present the result of the
research.
Chapter 5 Discussion and Conclusion This is the last chapter of the
project where I am discussing
the result of the study in
relation to the literature review
and data analyses. In addition
to this, limitation of research
as well as future investigation
will also presented followed by
overall conclusion.
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CHAPTER 2. LITERATURE REVIEW
2.1 Introduction
A literature review is the survey books, scholarly articles and any other sources which are
relevant to a particular issue, area of research or theory. It also provides a summary, description
as well as critical evolutional of the work in respect to the research problem by being
investigated. It is the secondary sources as well as do not report new or original experiment
work. This chapter of literature review is very important in the research as it gives reader easy to
investigate or study on a particular topic by selecting standard and top quality of articles and
other materials which are relevant. Literature review also rendered a brilliant starting point for
the scholars beginning to investigate in a new area by forcing them to summarize, evaluate as
well as compare original research in that specific area.
This chapter aim to review the theme as well as topic of fundamental background for
examination. There are four themes which are formed on the basis of objectives. All the themes
are studied in depth with the evidence of the research as well as link to the aim and objectives of
the research.
2.2 E-commerce aid in the economic development of developing countries.
As per the findings of Basu (2016), e-commerce platforms are been proving a major
catalysing factor for the economic growth of a developing economy like India. It is the said to
buying and selling of goods and services over the internet. It leads to both internal and external
impact on the economy of the country as well businesses. It can be said that the e commerce
firms operating within a country not only helps the customers to get proper services and products
delivered at their doorstep, but also supports the local manufacturers and retailers to get a global
exposure. The local manufacturers and retailers place their products and services on this e
commerce platform and sell them to international scales as well. It will improve the overall
functionality of firm and help them to increase their revenue generation in much suitable way. It
will lead the e commerce firms to provide a wide range of products to their customers. These
stake holders consist of the product delivery person, product or service provider and
transportation service. All these stakeholders are been benefited by adoption of e commerce
facilities. Besides this, in developing countries like India, this e commerce platform provides a
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proper job opportunity, giving a financial stability to various service providers associated with
Amazon and e purchase services.
According to the Ionescu (2015), indicates that the e commerce services and companies
that are operating within a developing country like India also aids in the economic growth of the
country in the form of foreign direct investment (FDI). This enhances the quality of services and
financial operations of the firm. The gaining of FDI has multifold benefits on a developing
country. It increases the number of jobs within a country, improving economic stability within a
firm. As more and more man power will get the recruitment, effectiveness and accessibility of e
commerce platforms like Amazon will increase to higher level. Besides this, the contracting or
collaborating with different product manufacturers and service providers will see a rise in their
profitability to a higher level. They'll be able to sell out their finished goods and services on local
as well as global level to international customers and gain a good amount of revenue. This will
help the organisation to enhance their core compatibility and efficiency of operations within a
developing country like India. Amazon being a trustworthy brand all over the brand, will be
effectively accepted by the customers. Other than this, prolonged festive seasons and providing
suitable offers will prove out to be a major factor to increase sales of products and goods sold by
e commerce enterprise, increasing economic viability of firm.
As per the Rahayu and Day, (2015) The growth of GDP and emerging market like India
as a major market leader with one of the highest number of consumers, operations of e
commerce sites like Amazon will see a tremendous growth of the firm. This will also improve
the economic accessibility of organisation and will lead the firm to increase the profitability, not
only for itself but also for its assisting service providers. In India E-commerce is the highest
growing and developing sector. Just like the growth of IT sector in India through 1990, the 2010
will be remembered for the tremendous growth in the industry of E-commerce. The contribution
of E-commerce to GDP of the economy is around 0.2 percent. The impact of E-commerce is very
giant that the present motion of de-monetisation cannot be thought if it is not existed.
2.3 The relationship between e-commerce and emerging market.
As per the Bilgihan and Bujisic, (2015) there is a great relationship exist between the e-
commerce and emerging markets. In developing countries like China, India, Brazil, South Africa
etc. the future of e-commerce is very bright. It is the technology that is expected to become more
popular in coming time. Whereas the e-commerce is the maturing market, emerging countries are
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balanced to become the succeeding mega market as the acceptance of internet raises bit-by-bit.
All over the regions, emerging markets are the hotbeds for e-commerce which comes with
specific opportunities as well as challenges. In emerging or developing, e-commerce is
flourishing exponentially. There is direct relationship between the e-commerce and emerging
market as high use of e-commerce activities means high growth and development of the country.
As the findings of Rust and Kannan, (2016) the future of e-commerce in emerging market
like India is very strong. There are some industries where the growth of e-commerce is very high
such as in retail, logistic, manufacturing, supply chains, online businesses etc. It is fact that in
India, there will be large share of population who will buy goods via online medium by 2025
which is not so far from the average penetration of 65% of developed nations. The total annual
online retail sales across emerging markets such as Brazil, India, Indonesia could be reach up to
3.7 trillion as well as influenced the organisations across dynamic industries such as
manufacturing, retail, finance, technology and security.
According to the Shaikh and Karjaluoto, (2015) In India, the way of conducting
businesses is changes with the emergence of e-commerce. With the use of mobile phones and
smartphones or adoption of e-commerce, the growth of economy is on highest peak which shows
the interconnection or relationship between the e-commerce and emerging markets. If emerging
countries adopt e-commerce, then it will increase the GDP of the developing nations. With the
help of E-commerce, emerging markets can easily make an effective connection with the
developed nations which is great opportunities for them to grow and develop more. Smartphones
are the core driver for the online access. There are various benefits that e-commerce has on the
growth and development of emerging market like with the use on latest technologies, the process
of buying and selling becomes very fast and convenient.
The speedy elaboration of e-commerce is transforming many emerging nations, bringing
an array of advantages for the customers as well as entrepreneurs as said by Rust and Kannan,
(2016). Whereas, there are distinct opportunities for dynamic huge, local business can hold
unique advantage. In emerging market, the increase of e-commerce brings many advantages to
the customers specially people living or operating businesses in remote or rural areas. The
emergence or rise of e-commerce help to develop countries by bringing more affectivity in the
system as well as it also attracts innovative products. In addition to this, the relationship between
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e-commerce and emerging market is very significant. In developing countries, urbanisation is set
to continue to outgrowth and it is due to increasing share of online consumers.
Lilien, (2016) stated that, By the use of e-commerce activities like mobile phones or
smartphone, smartphone has put shopping malls in the pocket of every customers. Moreover, the
developing markets are going to be very important for the growth and development of e-
commerce, as retailers in emerging markets might be soon reach impregnation in terms of the
growth of consumers. In e-commerce potential, India is the overall leader because India is
keeping its eye on them. It is also fact that with the use of E-commerce, the infrastructure of the
emerging market will definitely develop as developed regions will not think too much in making
transaction with the businesses.
2.4 The significant impact of e-commerce on emerging market.
Scarborough, (2016) said that, the impact of e-commerce is very wide and effective in
emerging countries like India, China, Brazil etc. The impact of e-commerce is very significant by
the use of E-commerce within the businesses and livelihood. The growth and development of e-
commerce in emerging market is over-estimated. It is fact that, the impact of E-commerce sector
are still very emergent stage but are see able. There are various sectors which have a great impact
on the various industries such as technology, logistic, travel and education, E-retail and various
other industries. The profitability of these sectors are directly depends on the growth of economy
of both developing economy or developed economy.
Technology is one the major drivers of the industry of e-commerce in emerging markets.
The new age of technological solutions are being taken up in order to resolve various issues of
businesses to carry commerce to everyone digitally and it is seen in both B2B along with B2C as
said by Strauss and Frost, (2016). Emerging markets are investing into the sector of technology
to drive the e-commerce field. In addition to this, in the field of logistic, the impact of e-
commerce is very strong. With the use of E-commerce, now it becomes very easy for everyone
to connect digitally with various stakeholders across the world. It is fact that the growth of e-
commerce will definitely bring innovation in logistic sectors in order to make easy access of
products and services to end users. Thus, the impact of e-commerce is very signifiant on
developing markets.
According to the Akter and Wamba, (2016) In travel sector, the impact of e-commerce is
very significant in emerging markets as about 80% of e-commerce contribution comes from
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travel industry that includes the booking of online tickets. The competition is tends to increase in
travel sector because all players are operating on the same platform. In addition to this, Kim and
Peterson, (2017) also said that education is also one of the industry that have profound impact.
The quality of education system in emerging market is improved to the great extend with the
emergence of e-commerce. It is fact that, emerging market like India have one of the ample set
of young population and thus the range for education sphere to be the biggest only because of E-
commerce. Moreover, the impact of E-commerce on e-retail industry is also very significant
because it is estimated that by 2020, it will contribute around 3 percent of the total retail sales
which at present is approximately 1 percent. In both C2C and B2B, this movement can be seen
and it is not only in products but it also acquired the food industry. The importance of the impact
of E-commerce especially in emerging market is very broad and it leads to the great importance
for the success of the economy.
Rahayu and Day, (2015) said that the impact of E-commerce in emerging market is very
crucial. Apart from the impact of these industries, e-commerce is aids to make the entire market
more competitive as well as it also drive better experience of customers along with the making
easy access to the goods and services to all. Moreover, it is also bringing online transactions that
makes more transparency in the system. It will also bring the corruption down which is also very
significant impact of e-commerce on the emerging markets. The e-commerce has great economic
impact in then future and it is fact the internet or e-commerce will definitely change the face of
businesses in the emerging market.
2.5 The influence of e-commerce in developing an economy
As per the finding of Hamari, Sjöklint and Ukkonen, (2016) the impact of E-commerce in
developing countries is very crucial for the success as well as consistent growth of the economy.
The impact of e-commerce is very giant. The emergence of E-commerce, the most basic
economic transactions, the buying as well as selling of products and services on the regular basis
that undergo several changes which will have a deep impact on the manner organisations manage
their supply chains. B2B electronic commerce accounts for the immense majority of entire sales
of e-commerce as well as it also plays a great role in the networks of global chain. The regular
growth in B2B e-commerce has altered or modify the picture of cost as well as profit for the
businesses globally. The continuous growth of Business to Business e-commerce in developing
countries has resulted in a substantial reduction in the cost of transaction, develop effective
9

management of supply chain as minimises the cost of local and international sourcing as micro-
economic level of the economy. On the other hand, Business to Business e-commerce has put the
rate of inflation as its pressure downward as well as raise the margins of profit, productivity
along with the competitiveness.
As per the statement of Awa, Ojiabo and Emecheta, (2015) E-commerce is also leads to
the great impact on the banking sector of the developing countries. The Indian banks are the
backbone of Indian financial sector as well as Indian economy. The financial system of India has
to is in the process of rapid transformations. In today's era, banking has totally changed into a
customer friendly as well as technology qualifier model with a spotlight on convenience, comfort
or expediency. Similarly, banks are also getting benefits from last 10 years, execution of setting
up of credit information office and department, intrinsic betterment like promotion of technology
infrastructure as well as it also raises the overseas markets. In developing countries like India,
china, Brazil etc. internet banking has directly influenced the economic growth of the nation as it
saves the resources like time as well as money. Internet banking is not only benefiting the
economic growth but it is providing leisure to the people.
Barrett and et.al., (2015) said that, E-commerce to continue its leading role in the growth
and development of economy, especially developing economy. E-commerce is leading clearly
the positive impact on the business sector whether it is travel and tourism, banking, health and
social, information and technology etc. It is very important for developing countries to adopt the
policies and practices of electronic commerce as it leads great development and growth along
with the competitive advantages across the world.
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CHAPTER 3. RESEARCH METHODOLOGIES
3.1 Introduction
The present chapter of research methodologies which is very important in conducting the
entire research effectively. In order to reach the outcomes of the result it is very essential for the i
have to use the most suitable methods to solve the problem of the research. Research
methodologies are the way to solve the problem of the research in logically. This present chapter
will provide outline along with the justification for the methods used by the scholar in
conducting the research study (Dickerson and et.al., 2018). It discusses the type, approach,
design, philosophy, sampling, data collection, data analysis and ethical consideration. Further,
the chapter also provides the alternative methodologies which can be used by the i have to reach
the aims and objectives of the research study.
3.2 Research Type
Research type of the important part of the study because the entire examination or study
is based on the type of research chosen by myself. It is very essential that scholar should select
the type of research very carefully that will solve the concern or issues using scientific methods
(Quinlan and et.al., 2019). Qualitative and Quantitative methods are mainly the types of research.
Quantitative method of research generated data which are measurable or in numerical form in
order to quantify the variables, behaviours, views etc. Whereas the Qualitative methods are used
in the research which is based on feelings, emotions, words and other non-quantifiable
information or data. In this present dissertation, scholar has adapted quantitative research method
by which i have identify the impact of E-commerce on emerging markets.
3.3 Research Approach
Research approach is the plan as well as process of which consist of the steps of wide
assumptions in order method of data collection, analyse along with interpretation. Inductive and
Deductive are the two main types of the research approach. The relevance of hypothesis to the
examination is that fundamental distinct point between inductive and deductive approach.
Deductive approaches are those where the I have aims and test the existing theory. On the other
hand, inductive approach is those which are concerned with the generation of new theory rising
from the information (Takhar-Lail and Ghorbani, 2015). This present projectis based on
deductive approach because it included testing of theory. With the help of this theory
investigator has successfully identified the impact of E-commerce on emerging markets.
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3.4 Research Philosophy
Research philosophy is a belief about the style in which informatics or data about the
phenomenon must be assembled, analysed as well as utilised. Positivism and Interpretivism are
the two types of research philosophies. The philosophy where the positive knowledge is based in
natural phenomenon along with their relations and properties. Beside this, Interpretivism
philosophy that integrates human interest in to the examination or study. In this present
dissertation, investigator has adapted positivism philosophy because this is the best method to
study the behaviour of human and society (McConville, 2017). Hence, the data derives from the
sensory experience that is interpreted through logic and reason has form the unshared source of
all definite knowledge. With the help of the positivism research, investigator has successfully
identified the impact of E-commerce on emerging markets.
3.5 Research Design
Research design is also a very essential part in conducting the research and to reach the
aims and objectives of the research study. It refers to the entire strategy which is selected by the i
have in order to integrate various elements of the study or examination in logical way. Research
design is the best way to answer all the question of the research. Descriptive, Experimental,
Correlational and Diagnostic are main four types of the research design. In this present
dissertation, investigator has used descriptive research design in order to descriptive the whole
case or situation of the particular investigation (McNely, Spinuzzi and Teston, 2015). With the
help of descriptive research design, i have has successfully identified the impact of E-commerce
on emerging markets.
3.6 Sampling
This is the crucial part of the project. Sampling is the process of dividing large number of
population into small parts because it is not possible for the scholar to study the ample size of
population. Thus, in order to make the work easy and convenient, sampling is done to collect the
data from the respondents. Probability and probabilistic are the two main types of sampling.
When all the individuals stands equally to be selected in the sample is known as probability
sampling (Husted, Henriques and Crane, 2018). On the other hand, when all the individuals do
not have equal chance to be selected in the sample as in this type of sampling respondents are
selected by using some methods are called as non-probabilistic sampling. Investigator has
12

adapted probabilistic sampling where scholar has collect the data from Individuals India. By
using the simple random sampling techniques on which scholar have selected 20 random
consumers of Amazon India to be answer the questions which were being presented in the
questionnaire.
3.7 Data Collection
Data collection is the backbone of the research study. The entire study is meaningless
without the process of data collection. It is systematic process which is used to collect as well as
measure the information on targeted variables in a well defined system that enables the one to
answer relevant question as well as measure the outcomes (Matthes, Niederdeppe and Shen,
2016). Primary and Secondary are the two types of methods for collecting the information.
Primary methods are those which are collected by the i have own self and scholar has collected
the data for very first time. The data which is collected by the investigator are first hand or un-
usable data such as survey, interview, force group etc. On the other hand, secondary data are
those which are assembled by other sources like books, journals, internet articles and blogs. The
information which is collected from primary sources are much reliable as compare to secondary
data. In this present dissertation, scholar has used to collect data from primary sources by using
the survey questionnaire as the best instrument. Thus, with the help of survey questionnaire, i
have has successfully answered the research questions as well as reach the aim and objectives of
the study. Moreover, there have been survey over 20 randomly selected consumers of Amazon
India.
3.8 Data Analysis
When the data for the research is collected, it is very important to give actual meaning to
the research because data without its analysis is meaningless and it is fact. It refers to the
systematic procedure for inspection, cleaning, alternative as well as modeling of information
with the aim of finding the useful information, informing conclusion and supporting decision
making. In this present dissertation, scholar has adapted IBM SPSS statical software to analyse
the quantitative data (Salazar, Crosby and DiClemente, 2015). From BOS to SPSS, the entire
data were transferred in excel file. The reason behind selecting SPSS tool for the analysis of data
is that the result has high level of accuracy and transparency as well as it also performs different
statical analysis accurately and quickly. Descriptive statists have used in order to depict the
characteristics of the sample as well as to make sure that there were no violations in the
13

assumptions made by the individual test before testing hypothesis. With the help of SPSS tool,
scholar successfully identified the impact of E-commerce on emerging markets.
3.9 Ethical Consideration
When it comes to conducting of the research, ethics are the most important part. Norms
and standards for conducting the research is known as ethics. With the help of norms and
standards, it makes easy for i have to distinguish between wrong and right. In this present
research, i have has follows all the norms and standards very sincerely (Bryant, 2016). All the
data which are collected are informed concent, participants are not force to participate in the
survey. I have does not harm or use the findings to harm the respondents. Scholar was highly
confidential with no personal information asked as well as participants remained anonymous
throughout the study.
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CHAPTER 4: RESULTS OR FINDINGS
4.1 Introduction
This chapter will insist the effective information and impacts of E-commerce on national
economy. Amazon have been operating its online business in India which has served its services
to bring adequate consumer satisfaction through its operations. Thus, for analysing the impacts
and contribution of this cooperation on national growth and development there will be
ascertainment of effective data base. Individuals have been asked several questions relevant with
the operational practices and contribution of Amazon in India. Moreover, there have been
various question which were being asked and the analysis will be based on implicating the
statistical tool such as SPSS and Excel. People will be asked questions relevant with the
influences of e-commerce on the employment opportunities, GDP, national growth, travel and
tourism sector, banking as well as on technologies. The survey had been conducted over the 20
randomly selected consumers of Amazon.
4.2 Frequency analysis:
Frequency Table
Question 1: Do you believe that E-commerce has positive influences
in growth of travel and tourism sector in India?
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 6 30.0 30.0 30.0
2 5 25.0 25.0 55.0
3 4 20.0 20.0 75.0
4 3 15.0 15.0 90.0
5 2 10.0 10.0 100.0
Total 20 100.0 100.0
15

Question 2: What is your opinion regarding Amazon’s operations
have raising revenue in Banking sector of India?
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 7 35.0 35.0 35.0
2 6 30.0 30.0 65.0
3 4 20.0 20.0 85.0
4 2 10.0 10.0 95.0
5 1 5.0 5.0 100.0
Total 20 100.0 100.0
16

Question 3: Do you think that, Amazon have created favourable
employment opportunities in India?
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 9 45.0 45.0 45.0
2 5 25.0 25.0 70.0
3 3 15.0 15.0 85.0
4 2 10.0 10.0 95.0
5 1 5.0 5.0 100.0
Total 20 100.0 100.0
17

Question 4: Is there will be growth in National GDP rate of India in
the upcoming period as per increasing operations of Amazon?
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 8 40.0 40.0 40.0
2 6 30.0 30.0 70.0
3 3 15.0 15.0 85.0
4 2 10.0 10.0 95.0
5 1 5.0 5.0 100.0
Total 20 100.0 100.0
18

Question 5: What do you think Amazon is being helpful in
promoting the overseas business in India?
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 6 30.0 30.0 30.0
2 5 25.0 25.0 55.0
3 4 20.0 20.0 75.0
4 3 15.0 15.0 90.0
5 2 10.0 10.0 100.0
Total 20 100.0 100.0
19

Question 6: How do you believe that, Amazon have positive impacts
in raising the technological awareness in India?
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 7 35.0 35.0 35.0
2 6 30.0 30.0 65.0
3 4 20.0 20.0 85.0
4 2 10.0 10.0 95.0
5 1 5.0 5.0 100.0
Total 20 100.0 100.0
20

Question 7: Is the success of e-commerce business is dependent on
the number of Smart phone users in India?
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 8 40.0 40.0 40.0
2 6 30.0 30.0 70.0
3 3 15.0 15.0 85.0
4 2 10.0 10.0 95.0
5 1 5.0 5.0 100.0
Total 20 100.0 100.0
21

4.3 Hypothesis findings
To analyse the reliability of the data base there have been use of Cronbach’s Alpha value
which has been tested on the 7 variables. However, on the basis of such measurement there will
be use of threshold of 0.60 -0.70 to examine the reliability of the data base. Thus, the below
listed outcome have presented value of Cronbach’s alpha as 0.611 which is near to the lower
acceptable data base. Thus, the data is less reliable to have accurate ascertainment of issues.
Reliability Statistics
Cronbach's
Alpha
Cronbach's Alpha Based
on Standardized Items
N of Items
.611 .609 7
Hypothesis 1:
H0: There is no mean difference between growth of online travel and tourism business
and revenue increment in banking sector of India.
H1: There is a mean difference between growth of online travel and tourism business and
revenue increment in banking sector of India.
Reliability Statistics
22

Cronbach's Alpha Cronbach's Alpha Based on
Standardized Items
N of Items
.121 .122 2
Correlations
Question 1: Do
you believe that
E-commerce has
positive
influences in
growth of travel
and tourism
sector in India?
Question 2: What
is your opinion
regarding
Amazon’s
operations have
raising revenue
in Banking sector
of India?
Question 1: Do you believe
that E-commerce has
positive influences in growth
of travel and tourism sector
in India?
Pearson Correlation 1 .065
Sig. (2-tailed) .786
Sum of Squares and Cross-
products 35.000 2.000
Covariance 1.842 .105
N 20 20
Question 2: What is your
opinion regarding Amazon’s
operations have raising
revenue in Banking sector of
India?
Pearson Correlation .065 1
Sig. (2-tailed) .786
Sum of Squares and Cross-
products 2.000 27.200
Covariance .105 1.432
N 20 20
Hypothesis 2:
H0: There is no mean difference between growth of online banking services business and
employment opportunities in India.
H1: There is a mean difference between growth of online banking services business and
employment opportunities in India.
Reliability Statistics
Cronbach's Alphaa Cronbach's Alpha Based on
Standardized Itemsa
N of Items
-.089 -.089 2
23

a. The value is negative due to a negative average covariance among items. This violates
reliability model assumptions. You may want to check item coding.
Correlations
Question 2:
What is your
opinion
regarding
Amazon’s
operations have
raising revenue
in Banking
sector of India?
Question 3: Do
you think that,
Amazon have
created
favourable
employment
opportunities in
India?
Question 2: What is your
opinion regarding Amazon’s
operations have raising
revenue in Banking sector of
India?
Pearson Correlation 1 -.043
Sig. (2-tailed) .858
Sum of Squares and Cross-
products 27.200 -1.200
Covariance 1.432 -.063
N 20 20
Question 3: Do you think
that, Amazon have created
favourable employment
opportunities in India?
Pearson Correlation -.043 1
Sig. (2-tailed) .858
Sum of Squares and Cross-
products -1.200 28.950
Covariance -.063 1.524
N 20 20
Hypothesis 3:
H0: There is no mean difference between growth employment opportunities and growth
in national GDP of India.
H1: There is a mean difference between growth employment opportunities and growth in
national GDP of India.
Reliability Statistics
Cronbach's Alphaa Cronbach's Alpha Based on
Standardized Itemsa
N of Items
-.438 -.438 2
24

a. The value is negative due to a negative average covariance among items. This violates
reliability model assumptions. You may want to check item coding.
Correlations
Question 3: Do
you think that,
Amazon have
created
favourable
employment
opportunities in
India?
Question 4: Is
there will be
growth in
National GDP
rate of India in
the upcoming
period as per
increasing
operations of
Amazon?
Question 3: Do you think
that, Amazon have created
favourable employment
opportunities in India?
Pearson Correlation 1 -.180
Sig. (2-tailed) .448
Sum of Squares and Cross-
products 28.950 -5.100
Covariance 1.524 -.268
N 20 20
Question 4: Is there will be
growth in National GDP rate
of India in the upcoming
period as per increasing
operations of Amazon?
Pearson Correlation -.180 1
Sig. (2-tailed) .448
Sum of Squares and Cross-
products -5.100 27.800
Covariance -.268 1.463
N 20 20
Hypothesis 4:
H0: There is no mean difference between improved GDP and overseas businesses in
India.
H1: There is a mean difference between improved GDP and overseas businesses in India.
Reliability Statistics
Cronbach's Alpha Cronbach's Alpha Based on
Standardized Items
N of Items
.174 .175 2
25

Correlations
Question 4: Is
there will be
growth in
National GDP
rate of India in
the upcoming
period as per
increasing
operations of
Amazon?
Question 5: What
do you think
Amazon is being
helpful in
promoting the
overseas
business in
India?
Question 4: Is there will be
growth in National GDP rate
of India in the upcoming
period as per increasing
operations of Amazon?
Pearson Correlation 1 .096
Sig. (2-tailed) .687
Sum of Squares and Cross-
products 27.800 3.000
Covariance 1.463 .158
N 20 20
Question 5: What do you
think Amazon is being
helpful in promoting the
overseas business in India?
Pearson Correlation .096 1
Sig. (2-tailed) .687
Sum of Squares and Cross-
products 3.000 35.000
Covariance .158 1.842
N 20 20
Hypothesis 5:
H0: There is no mean difference between Technical awareness and smart phone users in
India.
H1: There is a mean difference between Technical awareness and smart phone users in
India.
Reliability Statistics
Cronbach's Alpha Cronbach's Alpha Based on
Standardized Items
N of Items
.232 .232 2
26

Correlations
Question 6:
How do you
believe that,
Amazon have
positive impacts
in raising the
technological
awareness in
India?
Question 7: Is
the success of e-
commerce
business is
dependent on the
number of Smart
phone users in
India?
Question 6: How do you
believe that, Amazon have
positive impacts in raising
the technological awareness
in India?
Pearson Correlation 1 .131
Sig. (2-tailed) .582
Sum of Squares and Cross-
products 27.200 3.600
Covariance 1.432 .189
N 20 20
Question 7: Is the success of
e-commerce business is
dependent on the number of
Smart phone users in India?
Pearson Correlation .131 1
Sig. (2-tailed) .582
Sum of Squares and Cross-
products 3.600 27.800
Covariance .189 1.463
N 20 20
4.4 Summary
On the basis of above analysed database which has presented the adequate information
based on impacts of online businesses on national growth and development. Measurement of the
dataset is based on taking reviews and opinions of several Individuals in India with respect to
online businesses. There has been analysis over reliability of information and correlation among
them. In addition, there was calculation based on determining the relationship between impacts
of Online business on India’s economic development such as travel and tourism sector, banking
sector, GDP rate, Employment, Technology and Smart phone users.
27

CHAPTER 5: DISCUSSION AND CONCLUSION
5.1 Research overview
On the basis of aim and objectives of this research which is based on analysing the impacts
of E-commerce industries in the national growth of emerging market. Thus, the influences of this
trending techniques of trade and commerce have been indicating adequate growth and
contribution in an economy. On the basis of this there have been analysis made on Amazon’s
operations in emerging nation India.
This study is comprised of implicating the qualitative methods on which i have have
analysed the operations of Amazon in India. To consider these aspects there have been use of
simple random sampling technique on which various questions based on influences of E-
commerce on travel and tourism, banking sector, GDP, Technology, Smart phone users and
employment have been evaluated. It has been asked to 20 Individuals of India to represent their
reviews on the basis of Likert scale questionnaire.
As per analysing the outcomes on which it can be said that, influences of E-commerce
business is mainly on economic factors. Thus, on the basis of analysis and measurements on
which it can be said that E- commerce industries are beneficiary in terms of uplifting the level of
economy as well as technologies. Along with this, its creates the employment opportunities for
society
5.2 Discussion
On the basis of outcomes presented in the data analysis and finding section which have
presented the responses of the Individuals on the basis of various questions. They have presented
their reviews and opinion regarding the impacts of online trading and commercial activities
which helps them in economic activities of India. These questions were based on several
economic factors such as GDP rate fluctuation, Employment, travel and tourism influences, raise
and fall of the banking sector, increment in technology as well as impacts on the number of smart
phone users. However, on the basis of which it can be said that there are positive reviews on the
data base which have presented that there are positive changes in the national economy of India
after influences of E-commerce business.
It has been analysed through survey that, the impacts of online business have raise up the
GDP level of India as there has been supportive increment in the small and medium size
industries. Thus, the route to trade in market has become easy for them. The requirement of large
28

number of supplier and distributors have impacts the raise in national employment rate. Thus,
trough which it can be said that there will be positive growth in Indian economy.
In terms of analysing the results based on implicating the tools such as Cronbach’s Alpha
and Correlation on the data set. However, the range of Correlation id between -1 to +1 therefore,
in this case majority of them have presented positive results. Thus, the data which were being
tasted have positive relationship between them. On the other side, in analysing the Cronbach’s
Alpha which have presented the data base through which the threshold of analysing the
reliability of data is between 0.60 to 0.70. In relation with such outcomes which are near to 0.60
that defines lower reliability on the used information.
5.3 Limitations and Future Research
By summing up the entire process of research on which there have been various limitations
which have observed by i have. The duration of processing survey analysis is required to be
more as i have have been allotted with the less time. Along with this, implicating the use of real
data such as GDP rates over the period, Employment rate etc. which will be helpful in bringing
the most reliable and accurate ascertainment of the information.
On the other side, using small sample size of 20 Individuals is very short as there must be
use of more than 50 individual or big data set to have adequate analysis over impacts of e-
commerce businesses in country.
5.4 Recommendations
From the above analysis conducted by i have identified various recommendation on the
basis of outcomes as well as adequate impact of E-commerce on the growth and development of
businesses. I have provide following recommendation to Amazon India that should company
should follow in order to achieve the great heights of success.
Amazon India should Up-sell and Cross sell- Amazon is currently selling the variety of
products to the customers. The act of boosting a customer to buy a good similar to the one he/she
is looking at but which has either selling price or higher margin. On the other hand, Cross selling
is the process of boosting shoppers to purchase complementary products after they have bought
that have intention to buy. Thus, Amazon should use sales affinity data and put efforts to pick
cross sell and up-sell products which encourage customers to add items to their shopping cart.
Amazon should keep the company website updated- It is very important that website of
company should be remain updated because it is the best way to raise the online platform of the
29

organisation in the market. Like, discount offers, festival sales or any other new changes in the
exchange or refund policy should be updated on time.
I have suggested that Amazon should use advance technologies for delivery of the
products in the market. It is not enough to focus only on logistic management but it is also very
important to use SEO which is Search Engine Optimisation.
Amazon should carefully target the online audience- E-commerce depends greatly on a
reputable, accessible online presence. I have said that, it is very important for Amazon to make
goods and services available to those who are the repeated customers.
Amazon should use promotions to attract customers- Whether the business is new or old,
promotion plays a key role in the success of the business. Amazon should promote their business
by using social media marketing as this is one of the best way to raise the sales and make the
customers aware of offers, sales, discounts, gift vouchers etc.
5.5 Conclusion
The above projectcomes to the conclusion that E-commerce has acquired a great
importance across the world and it is very essential for the growth and development of emerging
market. Businesses using internet marketing can reach to the wide range of customers. The cost
of operation will also minimise by using e-commerce activities. For the business operating in
emerging market, e-commerce facilitates cost effective operations. Further, the above findings
also identified that e-commerce services and companies that are operating within a developing
country like India also aids in the economic growth of the country in the form of foreign direct
investment. Moreover, the above analysis also summarised the growth of GDP and emerging of
market as a major market leader with one of the highest number of consumers, operations of e
commerce sites. It improves the economic accessibility of organisation and will lead the firm to
increase the profitability, not only for itself but also for its assisting service providers. The whole
study was effectively and efficiently identified impact of E-commerce in emerging markets as
well as in the growth and development of organisations.
30

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developing country: evidence from Indonesia. Procedia-Social and Behavioral
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Commerce Ecosystems in Remote Villages of China: A Tale of Digital Empowerment for
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33

APPENDIX 1
Research Ethics Form
34

APPENDIX 2
Participant information sheet.
PARTICIPANT INFORMATION SHEET
Study title:
Impact of E commerce on emerging markets.
Invitation Paragraph
You are being invited to take part in a research study. Before you decide, it is important for you
to understand why the research is being done and what it will involve. Please take time to read
the following information carefully and discuss it with others if you wish. Ask me/us if there is
anything that is not clear or if you would like more information. Take time to decide whether or
not you wish to take part.
Thank you for reading this.
What is the purpose of the study?
The research study is based on the impact of E-commerce on Amazon in India, the purpose of
the study is to show the impact of E commerce in an emerging market, focusing on how big
organisations such as Amazon are striving to take over the giant Indian e-commerce market.
Duration of the study is from the date of ethics approval until the 7th March 2019.
Why have been invited to participate?
35

A total of 20 people have been chosen at random, to help with research on the impact of e
commerce.
Do I have to take part?
As participation is entirely voluntary, it is up to you to decide whether or not to take part. If you
do decide to take part you will be given this information sheet to keep and be asked to sign a
consent form. If you decide to take part you are still free to withdraw at any time and without
giving a reason.
What will happen to me if I take part?
You will be involved in this research from the date of ethics approval until the 7th March 2019,
you can attend university premises in your normal weekly timetable. Travel expenses will not
be available, a selection of questionnaires and interviews will take place. Your responsibilities
will be to answer questions honestly and to the best of your knowledge.
What do I have to do?
There are no lifestyle restrictions, you simply have to answer the questions honestly and to the
best of your knowledge.
What are the possible disadvantages and risks of taking part?
There will be no forms of disadvantages and risks, including Any material risks, side effects,
discomforts and psychological distress
36

What are the possible benefits of taking part?
There is no benefit at all in any way shape or form for you to take part in this study.
What if something goes wrong?
All complaints will be taken into account and will be dealt with accordingly,
Will my taking part in this study be kept confidential?
All information which is collected about you during the course of the research will be kept
strictly confidential. Any information about you which leaves the University will have your
name and address removed so that you cannot be identified from it.
What will happen to the results of the research study?
The results are likely to be published during the month of May or June after being submitted
on the 7th of March 2019, you can receive a copy from myself or through the University of
Brunel. You will not be identified in any report/publication.
Who is organising and funding the research?
Brunel University London.
What are the indemnity arrangements?
Participation in a study will not have an affect on health related‐ insurance.
37

Who has reviewed the study?
Professor David Gallear
Chair
College of Business, Arts and Social Sciences Research Ethics Committee Brunel University
London
Include a passage on the University’s commitment to the UK Concordat on Research Integrity
Brunel University is committed to compliance with the Universities UK Research Integrity
Concordat. You are entitled to expect the highest level of integrity from our researchers during
the course of their research. Further information can be found on the Brunel University London
research integrity webpage
Contact for further information and complaints
You can either contact myself or Brunel for further information and complaints.
Thank you for taking part in this study.
38

APPENDIX 3
Questionnaire
Questionnaire Strongly
agree Agree Neutral Disagree
Strongly
disagree Total
Question 1: Do
you believe that
E-commerce has
positive
influences in
growth of travel
and tourism
sector in India? 6 5 4 3 2 20
Question 2: What
is your opinion
regarding
Amazon’s
operations have
raising revenue in
Banking sector of
India? 7 6 4 2 1 20
Question 3: Do
you think that,
Amazon have
created
favourable
employment
opportunities in
India? 9 5 3 2 1 20
Question 4: Is
there will be
growth in
National GDP
rate of India in
the upcoming
period as per
increasing
operations of
Amazon? 8 6 3 2 1 20
Question 5: What
do you think
Amazon is being
helpful in
promoting the
overseas business
in India? 6 5 4 3 2 20
39

Question 6: How
do you believe
that, Amazon
have positive
impacts in raising
the technological
awareness in
India? 7 6 4 2 1 20
Question 7: Is the
success of e-
commerce
business is
dependent on the
number of Smart
phone users in
India? 8 6 3 2 1 20
40

APPENDIX 4
Statistics.
Question
1: Do you
believe
that E-
commerce
has
positive
influences
in growth
of travel
and
tourism
sector in
India?
Question
2: What is
your
opinion
regarding
Amazon’s
operations
have
raising
revenue in
Banking
sector of
India?
Question
3: Do you
think that,
Amazon
have
created
favourable
employme
nt
opportuniti
es in
India?
Question
4: Is there
will be
growth in
National
GDP rate
of India in
the
upcoming
period as
per
increasing
operations
of
Amazon?
Question
5: What
do you
think
Amazon is
being
helpful in
promoting
the
overseas
business
in India?
Question
6: How do
you
believe
that,
Amazon
have
positive
impacts in
raising the
technologi
cal
awarenes
s in India?
Question
7: Is the
success of
e-
commerce
business
is
dependent
on the
number of
Smart
phone
users in
India?
N
Valid 20 20 20 20 20 20 20
Missi
ng 0 0 0 0 0 0 0
Mean 2.50 2.20 2.05 2.10 2.50 2.20 2.10
Median 2.00 2.00 2.00 2.00 2.00 2.00 2.00
Mode 1 1 1 1 1 1 1
Std. Deviation 1.357 1.196 1.234 1.210 1.357 1.196 1.210
Variance 1.842 1.432 1.524 1.463 1.842 1.432 1.463
Minimum 1 1 1 1 1 1 1
Maximum 5 5 5 5 5 5
Percenti
les
25 1.00 1.00 1.00 1.00 1.00 1.00
50 2.00 2.00 2.00 2.00 2.00 2.00 2.00
75 3.75 3.00 3.00 3.00 3.75 3.00 3.00
41