Impact of Online Selling on Consumer Behaviour: A Case Study of ASOS

This research explores the impact of online selling on consumer behaviour, focusing on the fashion retailer ASOS. It examines how online platforms influence purchasing decisions, analyzes customer satisfaction with ASOS products and services, and identifies strategies for capturing market share. The study utilizes a combination of CARP test and sampling methods to gather data and analyze consumer behaviour trends. The findings highlight the importance of understanding consumer preferences and adapting business strategies to meet evolving needs in the digital marketplace.

Impact of online selling on
consumer behaviour

Table of Contents
• Introduction
• Aims and Objectives
• Research Questions
• Literature Review
• Research Methodology
• Conclusion
• Recommendation
• References

Introduction
• Online selling has become the most common trend in
today’s business environment.
• Customers get a wide variety of products online which
influences their purchasing decision.
• Online market is a place where there is direct
communication between the consumers and the
businesses.
• The presentation will discuss about the ASOS company
which is situated in UK.
• The company deals in fashion clothes and brands and
sells its products online.

Aims and Objectives
The aims and objectives of the research are as follows:
• To understand the consumer behaviour for online
purchasing.
• To analyze the individual behaviour as well as market
behaviour for online shopping.
• To enhance the decision making process through the
collected data.
• To analyze the satisfaction level among the customers
regarding the products of the company.

Research Questions
Q1: What is the impact of online purchasing on
the consumer behaviour?
Q2: Are the customers satisfied with the products
and services of ASOS Company?
Q3: What new strategies can be formulated for
capturing the market?

Literature Review
• Online marketing and purchasing is much more
beneficial for the company in comparison to the
traditional business.
• It becomes easier for the company to analyze the
changing needs of the customers and develop-
products accordingly.
• There are certain factors which affects the
purchasing behaviour of the customers.
• The gaps in online shopping is required to be
identified for enhancing the business performance.

Research Methodology
For carrying out the research, there are mainly two
methods which are used namely Carp method and sampling
method.
• CARP test method: This method provides information on
the basis of currency, authority, relevancy, and purpose.
This method provides accurate information through reliable
sources. The data are analyzed from every point of view.
• Sampling method: In this method, a random sample out
the targeted audience is collected so as to gather relevant
and accurate information. The already analyzed data is
collected for carrying out the research and getting effective
results.

Conclusion
• Analyzing the consumer behaviour is important
for the continuous development and growth of
the business.
• Important business decisions are made on the
basis of the data collected from the market
research.
• Analyzing the consumer behaviour enables the
company to make further important decisions.
• Changes are made in the products according to
the changing needs of the customers.

Recommendations
• For continuous growth, ASOS Company needs to
continuously analyze the changing needs of the customers.
• Various channels can be developed by the company to
distribute the products.
• The management of the company needs to communicate
with the customers to know their preferences.
• Various types of products of high quality are required to be
provided to the customers so that the purchasing decision
can be much more effective.

References
•Karimi, S., 2013. A purchase decision-making process model
of online consumers and its influential factor a cross sector
analysis. Manchester Business School. pp. 13-274.
•Gros, C.H., 2012. The influence of Social Media on
consumers during their purchase decision-making process
and the implications for marketers. Dublin Business School
Excellence Through Learning, pp.1-178.
•Reis, E., 2015. Influencing factors on consumer buying
behaviour of luxury goods. International Business. pp. 8-58
•Baltar, F. and Brunet, I., 2012. Social research 2.0: virtual
snowball sampling method using Facebook. internet
Research, Vol. 22, No. 1, pp.57-74.