Impacts of Launching Romaqua Group Beer in the UK Market Using E-commerce Platform

Research Methodology 1
IMPACTS OF LAUNCHING ROMAQUA GROUP BEER IN THE UK MARKET USING
THE E-COMMERCE PLATFORM ONLY
By (Name)
Course
Professor’s name
University name
City, State
Date of submission

Research Methodology 2
Abstract
Chapter 1 of this research gives a brief overview of e-commerce specifically on alcoholic drinks.
It then states our research questions and objectives for the research. It concludes by giving the
research scope and the rational of the study.
Chapter 2 is the literature review from a number of scholar articles explaining customer’s
behavior when it comes to online shopping, how companies have managed to market their
products online, what online customers prefer on beer brands sold in the e-commerce platform,
how they associate with such beer products online and the impact of messaging on beer brands
online.
Chapter 3 is the methodology used in the research. It explains the research philosophy, the
approach used in collecting data in terms of qualitative and quantitative method and the research
strategy used in carrying out the study.
Chapter 4 gives a clear analysis of data collected by interpreting different coding in our study by
giving them individual themes that can be analyzed
Chapter 5 gives the recommendations of the research and conclusion by harmonizing all the
findings of the research by taking note of the research objectives and what was found in the
literature review and data collected. Actions to be implemented by the company are set out and
conclusion given based on what was found in the research.
Chapter 6 gives a brief reflection of what was learnt during the research process, evaluating the
success of the research and what changes could have been made or done differently and the
lesson learnt throughout the research project

Research Methodology 3
Table of content
Chapter 1. Introduction....................................................................................................................4
Research Question........................................................................................................................6
Research objectives......................................................................................................................6
Scope and limitation.....................................................................................................................7
Rational for the study...................................................................................................................7
Chapter 2. Literature Review...........................................................................................................8
An overview of online shopping..................................................................................................8
Perceived benefits of e-commerce...............................................................................................9
Perceived Risks on e-commerce..................................................................................................9
Consumer behavior patterns observed in the online e-commerce space...................................10
How companies market their products online in the e-commerce space...................................11
Preference of online consumers for beer products.....................................................................12
Important consumer touch points where brands interact with consumers.................................12
How marketing messages create an impact on e-commerce consumer behavior......................12
Chapter 3. Methodology................................................................................................................13
Research philosophy..................................................................................................................14
Qualitative approach..................................................................................................................14
Research Strategy.......................................................................................................................14
Sample size................................................................................................................................15
Chapter 4. Results..........................................................................................................................15
Chapter 5. Conclusions and Recommendations............................................................................20
Chapter 6. Reflection.....................................................................................................................21
References......................................................................................................................................23
Appendices....................................................................................................................................25

Research Methodology 4
Chapter 1. Introduction
This chapter gives a brief overview of e-commerce specifically on alcoholic drinks. It then states
our research questions and objectives for the research. It concludes by giving the research scope
and the rational of the study.
Online shopping is considered a form e-commerce which allows consumers to buy goods and
services from a seller through the use of internet. It can also be named as internet shop, e-store,
e-shop, online store, virtual shop, web store and online store. Online shopping has become a
popular means of purchasing products in the 21st century due to the busy and hectic schedule of
people (Bryman & Bell, 2007). As a result, e-commerce become the easiest means of shopping
for most of the people in the United Kingdom and worldwide at large. All this dynamic sphere
has been made possible by the changes in technology and availability of internet that connects
the consumers with their producers with a simple click on a button on a global perspective.
Internet is now considered to be one of the distributive channels for many products in the market
such as alcoholic drinks. Today, the use of internet to purchase goods online has become a
reason for using internet to search for product information before taking the decision to make
orders. Thus, it is evident that the use of internet has become a competitive edge in the market
where the scramble for customers has become fierce.
Some of the online shopping sites include e-bay, amazon, Alibaba etc. the use of internet in the
United Kingdom offers a growth prospect in e-shopping. Consumers’ behavior is a factor that
largely affect the decision of e- customers (Creswell, 2009). These factors can either be micro or
societal. Many experts in the business world are positive about online marketing since it provides
new opportunities for companies to easily reach their potential customers in the market.

Research Methodology 5
According to Rabobank, online purchasing is poised to become the biggest platform that drives
the sales of online marketing.
Romaqua Group is one of the leading companies in beer products and bottled water in the United
Kingdom. It is managed and controlled by Octavio Cretu, who is a local businessman. It has
more than 12 brands of beer and bottled water products, and it employs more than 2500 workers.
It also exports its products to more than 20 countries across the globe (Cabras 2018). E-
commerce is one of the critical areas in which a company can invest in to make maximum sales,
especially in the modern world. Romaqua Group can have enormous impacts on both society and
its growth as well if it causes significant investments in online business (Cabras 2018. The
society today has a considerable number of internet users through various platforms, which
creates a substantial opportunity for companies such as Romaqua group to capture the attention
of a large number of consumers. However, investing in e-commerce is not accessible due to
competition factor where many other companies are selling the same products as Romaqua
group, and they have already established themselves in the market which may make it difficult
for other companies to enter into the market.
This study aims in exploring the impact of launching Romaqua Group’s beer product in the
United Kingdom through the use of e-commerce only. The research will mainly focus on
studying the consumer behavior pattern while purchasing ostentatious products is an imperative
move in today’s organizations marketing strategies in order to be a step ahead of customers.
Nevertheless, there are a couple of brands in the market that customers are ambushed with on a
daily basis (Cui, et al., 2012). In such a busy market, customers are forgetful of the products they
encounter along their search, thus breeding a behavior in them of being selective. It therefore
means that the companies have an uphill task to understand what triggers customers to buy a

Research Methodology 6
certain product in order to package their product in the right manner to attract the attention of
customers to give it a try
Research Question
The primary research of conducting this study is to explore the impacts of launching Romaqua
Group beer in the UK market using the e-commerce platform only. To answer this question, a
number of research aims must be fulfilled to achieve our goal. These include;
 Which competitors in the market are selling the same product in UK?
 Among the identified competitors, who are selling their products through e-commerce
platform?
 What pattern of consumer behaviour is evident on the online e-commerce space?
 How do these companies market their products in the online platform?
 What preferences do e-consumers have for beer products?
 How important do product brand attached to consumers?
 How do packaging marketing information create an impact on the e-consumers behaviour
pattern?
Research objectives
In order to achieve our main goal in this research, there are a number of supporting objectives
that will guide us to our research aim. These objectives include;
 Identifying the competitors in the UK market dealing with beer products.
 Examining the behaviour of customers in the e-commerce platform in UK.
 Exploring the factors that can lead to satisfaction of customer in online shopping