Factors influencing online shopping enjoyment for cosmetics among women in Bahrain

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).