Factors influencing online shopping enjoyment for cosmetics among women in Bahrain

This research focuses on the various factors that influence the online shopping enjoyment for cosmetics among women in Bahrain. It explores the background of the study, problem statement, research objectives, and research questions. The literature review discusses the factors that influence online shopping enjoyment, online shopping experience, and customer satisfaction. The study aims to identify the factors that influence online shopping behaviors and enjoyment among women in Bahrain and recommend measures for improving the online shopping experience.

Running head: MANAGEMENT
Management
Name of student
Name of University
Author note

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Table of Contents
Chapter 1: Introduction..............................................................................................................3
1.0 Background of study.........................................................................................................3
1.1 Problem Statement............................................................................................................3
1.2 Research objective............................................................................................................4
1.3 Research Questions..........................................................................................................4
Chapter 2: Literature review......................................................................................................4
2.1 Factors that influence the online shopping enjoyment for cosmetics among women......4
2.2 Online shopping enjoyment..............................................................................................5
2.3 Online shopping experience and customer satisfaction....................................................5
References..................................................................................................................................6

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Factors influencing online shopping enjoyment for cosmetics among women in Bahrain
Chapter 1: Introduction
The research is done for the purpose of determining the various factors associated
with the influence on online shopping experience for the cosmetics products among the
women in Bahrain. It has been seen that there are multiple factors that have created an impact
on the online shopping experience among the female customers in Bahrain who are inclined
towards making purchase of the cosmetic products. The major factors include the price,
variety of product, availability and convenience while purchasing and also post purchase
(Aren et al., 2013). The first part of the assignment will also demonstrate about the research
background, statement of the problem and also objectives of the research that will be
achieved, which can further be demonstrated with the development of literature review
section as well.
1.0 Background of study
The background of research highlights the importance of online shopping, which has
created convenience for the customers to make purchases of the products and services
nowadays. The background of research also holds special importance considering the fact
that the price, type of products available, convenience before and after making purchase
along with the availability of the products and services are important factors that have also
contribute to the influence of purchasing behaviours among the women in Bahrain.
Improvisation has been considered as a major aspect that raises the standard of living as well
as improved the purchasing power and buying behaviours of the female customers nowadays
(Wong et al., 2014). With the proliferation of shopping stores through increase in size and
overall expansion of business operations, there has been huge competition in the marketplace,
which has affected the overall shopping experience for the customers,. At present, customers
are more inclined towards having a pleasurable experience while shopping and thus the

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waiting time of customers to the stores can be reduced and also there is need of convenience
while paying the bills for the products and services to be purchased (Kim, Suh & Lee, 2013).
Thus, the online shopping is introduced by most of the companies within the cosmetics
industry at present to reach reaching the targeted audiences with much ease and at the same
time, create convenience for them to make purchases, furthermore deliver a great shopping
experience for them to keep them satisfied as a whole (Akman & Mishra, 2017).
1.1 Problem Statement
The statement of problem is actually the rationale of the research that demonstrate the
issues faced while making purchases nowadays. One such problem is that the women are
mostly busy as they are working women, due to which, they do not feel convenient in visiting
the clothing stores and make purchases (Bilgihan, Kandampully & Zhang, 2016). The women
also feel inconvenient in standing a long queues at the stores while making purchases due to
which, they might also feel less interested in buying the cosmetic products. From the statistics
of labour force participation rate in Bahrain, there are many female workers and it has been
constantly increasing every year, which shows that they get less time to visit the stores, which
can be problematic for the cosmetics business to garner enough customers and at the same
time, create difficulties for the women to make purchases frequently (Lim et al., 2016).
Therefore, this is the main problem that has been increased and due to this, the businesses
have prioritised on introducing the e-commerce business for facilitating the purchasing
behaviours of customers through online shopping. The online shopping will allow the women
to make purchases by placing orders from their mobile phones or by using internet on
computer systems from the company website, based on which, the product0 will be delivered
at their doorstep within a certain time period (Reimers, Chao & Gorman, 2016).

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1.2 Research objective
The main objective of the research is to determine the various factors that influence
the online shopping enjoyment for cosmetics among women in Bahrain
Specific objectives
 To identify the various factors that influence the online shopping behaviours and
enjoyment for cosmetics’ purchase among women in Bahrain
 To evaluate various approaches undertaken to improve the online shopping
experience among the female customers who are inclined towards the cosmetics
products in Bahrain
 To make assessment of the consumer buying behaviours that can be influenced among
the women while making purchases of the cosmetic products from Bahrain
 To recommend necessary measures for improving the online shopping experience of
the female customers making purchases of cosmetic products in Bahrain
1.3 Research Questions
What are the various factors associated with the influence of consumer buying behaviours
and online shopping experience among the women who make purchases of cosmetic products
in Bahrain?
How can the various approaches undertaken by the businesses improve the online shopping
experience for the women shoppers and enhance their level of enjoyment in Bahrain?
How can the consumer buying behaviours be related to the online shopping experience for
the women in Bahrain?
What are the various measures recommended to enhance the effectiveness of online shopping
achieved through e-commerce business managed by the cosmetics business in Bahrain?

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Chapter 2: Literature review
2.1 Factors that influence the online shopping enjoyment for cosmetics among women
The cosmetics market in Bahrain has experienced significant changes based on the
perception of customers regarding the product purchase and in terms of availability and
demands in the marketplace for the past few years. With the growth in the cosmetics and
beauty service market, there has been good sources of revenue generation and thus have
created a positive impact on the online shopping experience among the women shoppers. Not
only does the waiting time at queues in the shopping stores has increased, but also there has
been lack of convenience for the customers while making purchase of the products and
services (Panda & Narayan Swar, 2013). The online shopping enjoyment is a major factor
that has been associated with the initiation of impulsive behaviours of the customers, which
can not only influence the buying behaviours of the customers, but also can allow for higher
revenue generation along with gaining he ability to attain competitive advantage in business.
As stated by Gao & Bai (2014), the online shopping experience among the women shoppers
has resulted in creating a sense of trust and loyalty towards the brand, which further made
them share their personal information and make shopping a great experience. Their
behaviours and attitudes have shaped their love and interest towards the brand, which also
resulted in extensive adoption of online shopping, thereby, made trust influence the
behaviours of consumers towards the online purchase of products and services (Amoroso &
Ogawa, 2013). On the other hand, Chen et al. (2016), stated that the attitudes and behaviours
among the consumers have been related to how well the products and services have been
made available and placed by the company for accessibility by the customers. The consumer
purchasing habits have evolved over time and with the technological advancements and
growth in communication and multimedia strategies, the businesses have managed to create
an online presence, which could not only extend the reach to the targeted audiences but

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would also facilitate the behaviours of consumers (Fang et al., 2016). The women shoppers
would feel valued as stakeholders because of the company’s consistent sharing and exchange
of messages and information spread through online marketing and social media marketing
channels, which also resulted in influencing the behaviours of the female shoppers and
ensured higher level of satisfaction with the online shopping experience too (Rahim et al.,
2014).
2.2 Online shopping enjoyment
According to Tuten & Solomon (2017), the adoption of internet enabled devices by
the customers has increased, which has resulted in perceiving the online shopping related
information, thereby, properly understood by the business nowadays. Due to this, the nature
of online information and the probable impacts have influenced the consumer buying
behaviours, especially, among the women who are mostly inclined towards the cosmetic
products. Ashley & Tuten (2015), also added to the fact that the information related to the
products and services available online has positively impacted the online shopping
experience as well as their cognitive efforts that have been perceived by the customers,
thereby, leading to making judgments from the perspectives of virtual shopping. From the
perspective of the manager, the increased variety of marketing environment consisting of the
information with the help of internet accessible devices and online commercial information
have further increased the usage of online information by the customers (Ashley & Tuten,
2015). This has also helped in making informed buying decisions and at the same time,
allowed the businesses to understand the perceived information available online.
According to Felix et al. (2017), the online shopping and the marketing efforts are
dependent upon the experiences of customers and also based on the buying behaviours of
consumers. O. Pappas et al. (2014), also stated about the acceptance theory that has been
responsible for the identification of various factors that have created impact on the

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behavioural intention and on the buying behaviours of the consumers. The various factors
associated with the purchasing behaviours include availability of products and services,
convenience, price and variety (Felix et al. 2017). The main independent variables include the
price, variety, availability and convenience that have been related to the influence on
consumer behaviours and enjoyment during the online shopping. In most of the cases, the
online shopping has been a craze among the customers because of the convenience while
making purchase and also due to the availability of wide range of products in the website
managed by the company. Due to this, the customers can easily check in the wide variety of
products and services on the website and at the same time, ensure selection of the product
based on their preference from large product line. Mosteller, Donthu & Eroglu (2014), also
argued the fact that a large number of women shoppers who spend most of their time at
offices and thus face difficulty in visiting the shopping stores, which consume lot of effort as
well as time. Thus, the online shopping has been a viable choice for the customers to make
purchases of the products and services, furthermore, ensured that there is much more
convenience created for them to make purchase of the products without any need to visit the
physical stores.
2.3 Online shopping experience and customer satisfaction
According to Ashley & Tuten (2015), the judgments or decisions made by the
customers are based on the physical appearances and the way products are presented and
made accessible by the companies. Due to the increase in numbers of working women at
present, the businesses have managed to keep the products and services available at
convenient locations and even set the right prices for influencing the buying behaviours of the
consumers. Considering the research topic, it has been found that the dependent variable has
been the online shopping experience and enjoyment while the independent variables include
price, places where the products are made accessible for the clients and also the product line

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along with benefits offered with the consumption of the product (Ashley & Tuten, 2015).
Most importantly, the availability of the product has been the most contributing factor to the
influence on decision making process and also for encouraging the customers to make
purchase decisions. The businesses have been aware of the working women nowadays and so
to make the shopping much more convenient and for delivering a great experience, the e-
commerce business has been managed (Tuten & Solomon, 2017). Due to this, the companies
have managed websites and even included various social networking websites or social media
platforms for creating an online presence and at the same time, draw the attention of clients to
keep them motivated towards the purchasing of products and services from the concerned
brand. Not only accessibility to the products and services displayed on the website is
essential, but also the accessibility to the internet has been considered as an important factor
that raised the confidence and interest among the customers (Felix, Rauschnabel & Hinsch,
2017). The more the women shoppers are accustomed with the use of internet and social
networking websites, the more there would be chances and scopes of making purchases
online, furthermore gain a sense of satisfaction based on the shopping experience acquired by
them.

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