Investigation of Factors Influencing Consumer Online Buying Behaviour

Running head: MANAGEMENT
Management
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MANAGEMENT1
Abstract
This research had evaluated the different demographic and internal factors affecting the
purchase intention of the consumers. United Kingdom had been chosen as the choice for
performing the study. The research had used a single research design where the data had been
collected through surveys conducted on 50 employees. The results showed that majority of
the consumers purchasing online products belong to the millennials generation and they had
specific preference which needs to be addressed by ecommerce companies for gaining
competitive advantage in the market.

MANAGEMENT2
Table of Contents
1.0 Introduction..........................................................................................................................3
1.1 Research objective...........................................................................................................3
1.2 Research questions...........................................................................................................3
2.0 Rationale..............................................................................................................................3
3.0 Methodology........................................................................................................................4
4.0 Research Findings................................................................................................................6
4.1 Qualitative research..........................................................................................................6
5.0 Analysis and evaluation.....................................................................................................12
6.0 Recommendations..............................................................................................................14
7.0 Conclusion..........................................................................................................................14
8.0 References..........................................................................................................................15
9.0 Appendices.........................................................................................................................16
Appendix 1...........................................................................................................................16

MANAGEMENT3
Topic: Investigation of the factors influencing the consumer online buying behaviour
1.0 Introduction
The purpose of the research to evaluate the factors affecting the shopping behaviour
of the consumers on the online platform. The transition into the global interconnection
network has resulted in extensive sharing of information. This has made internet as one of the
important tools for marketing to serve as platform in both international and domestic
transaction. The market potential is enormous and is expected to growth exponentially in the
next decade. The research aims to examine the different factors affecting the purchasing
behaviour of the online consumers including the demographic factors.
1.1 Research objective
The objective of the research are as follows:
 To investigate and highlight the factors influencing the consumer to shop online
 To examine the demographics of consumers that are shopping online
1.2 Research questions
What are the factors influencing the consumer to shop online?
What are the demographic features of consumers shopping online?
2.0 Rationale
This topic has been chosen as it is one of the most crucial transformation of the
modern business. United Kingdom is one of the largest ecommerce market in the world and
consists of mixed demographics. The population of the country is aging so the purchase
intention of the consumers and the factors influencing their behaviour may vary from the
consumers in other countries. The ecommerce sector has been growing significantly in the
past decade significantly but there has been fall in the growth of ecommerce since the year of
2012 (Mazzarol 2015). The study aims to examine the factors that are influencing purchase
behaviours of the consumers and has been affecting the growth rate of the organizations.
This is evident from the graph in appendix which shows the decrease in ecommerce business
but the market has increased significantly. This research has aimed to bring awareness to the
management of various organizations in the United Kingdom ecommerce industry about the
different factors affecting the online purchasing behaviour of the consumers. Moreover, as
the competition in the United Kingdom is market is intense due to the endless reach of the
online platform, it is key for the companies to be aware of these factors as it facilitates in