Impact of Online Shopping on Consumer Buying Behavior - Asos Case Study

This research proposal aims to identify the impact of online shopping on consumer buying behavior through a case study on Asos. It explores the factors that influence buying behavior, the importance of positive buying behavior for Asos, and the relationship between online shopping and consumer behavior. The research approach includes a deductive approach and the use of questionnaires for data collection. The study also references relevant books and journals on the topic.

Research Proposal

Table of Contents
TITLE: To identify the impact of online shopping on buying behaviour of consumers- A case
study on Asos...................................................................................................................................3
INTRODUCTION ..........................................................................................................................3
Research aim:..............................................................................................................................3
Research objectives: ...................................................................................................................4
Research Question ......................................................................................................................4
Justification of the chosen topic:.................................................................................................4
LITEREATURE REVIEW .............................................................................................................4
To identify the factors that impact on consumer buying behaviour towards online shopping...4
To determine the importance of positive buying behaviour of consumer for Asos....................4
To explore relationship between online shopping and buying behaviour of consumers............5
Research approach and Methodologies...........................................................................................5
REFERENCES ...............................................................................................................................6

TITLE: To identify the impact of online shopping on buying behaviour of
consumers- A case study on Asos
INTRODUCTION
The trend of online shopping is increasing day to day that has positive influence on
buying behaviour of customers. It is analyse that online shopping is consider as an easy solution
for busy schedule in today's world. For the research, Asos an online fashion & cosmetic retailer
is taken into consideration. The company was established in the year 2000 and is head office is
located at London, UK.
Research aim:
To identify the impact of online shopping on buying behaviour of consumers- A case study on
Asos
Research objectives:
 To identify the factors that impact on consumer buying behaviour towards online
shopping.
 To determine the importance of positive buying behaviour of consumer for Asos.
 To explore relationship between online shopping and buying behaviour of consumers.
Research Question
 What are the factors that impact on consumer buying behaviour towards online
shopping.?
 What are the importance of positive buying behaviour of consumer for Asos?
 What is the relationship between online shopping and buying behaviour of consumers?
Justification of the chosen topic:
The main purpose of this study is to gain an understanding about behaviour of
consumers towards online shopping. It also includes aspects that is relationship between online
shopping and buying behaviour of consumers. There might be personal interest of research
worker to choose the topic that enhance their own understanding and knowledge as well.

LITEREATURE REVIEW
To identify the factors that impact on consumer buying behaviour towards online shopping
According to Joseph Bucko, 2019, One of the main reason behind shifting of customers
preferences towards offline shopping to online shopping is convenience and time as well. IN
addition to this, other factors are easy availability of returns, large number of options at a time,
delivery at own place and so on.
To determine the importance of positive buying behaviour of consumer for Asos
As per the viewpoint of Nyxone, 2018, the trend of online shopping is increases rapidly
as customer prefer to use online applications and websites for shopping. This has positive impact
on the performance of Asos as its sales as well as profitability is raise due to shifting of
preferences of customers in fashion products.
To explore relationship between online shopping and buying behaviour of consumers
According to Sujan Chakravorty, 2018, it has been analyse that consumers shop online in
order to save their time and for choosing from varieties of product as well as services. Both the
female and male like home delivery facility which shows that there is a positive relationship
among buying behaviour of customers and online shopping as well.
Research approach and Methodologies
Research approach: Herein, Deductive approach is applied by investigator in order to
analyse quantitative gathered data.
Data collection: In the research, questionnaire will be applied by research worker in
order primary information about specific topic. The reason of choosing questionnaire is it
support researcher in gathering valid data within limited time period.
Sampling: Random sampling within probability method will be applied by investigator
for choosing 30 employees of Asos.
Research strategies: There are various strategies of research that is action research,
survey, systematic review, experimental research and so on. For doing investigation, literature
review and summary is adopted by research worker. For collecting primary information, survey
is used and for secondary, literature review has been used by investigator.

REFERENCES
Books & Journal
Lee, J. and Lee, Y., 2019. Does online shopping make consumers feel better? Exploring online
retail therapy effects on consumers’ attitudes towards online shopping malls. Asia Pacific
Journal of Marketing and Logistics.
Li, X., Zhao, X. and Pu, W., 2020. Measuring ease of use of mobile applications in e-commerce
retailing from the perspective of consumer online shopping behaviour patterns. Journal of
Retailing and Consumer Services, 55, p.102093.
Raman, P., 2019. Understanding female consumers’ intention to shop online. Asia Pacific
Journal of Marketing and Logistics.
Rathee, R. and Rajain, P., 2019. Online shopping environments and consumer’s Need for
Touch. Journal of Advances in Management Research.
Sethuraman, P. and Thanigan, J., 2019. An empirical study on consumer attitude and intention
towards online shopping. International Journal of Business Innovation and
Research, 18(2), pp.145-166.