Factors Influencing Online Customers Purchase Behaviour

Research Project

ABSTRACT
Main purpose for doing this dissertation is to identifying the importance of customers
purchasing behaviour for Amazon. There are various activities that were used by researcher for
accomplishing research objectives and research questions. Introduction or development of aim
and objectives are first activity which have been done by following research title. Literature
review is another and main activity which have been completed by researcher by using different
number of secondary sources including books, journals, magazines, articles etc. With the help of
these sources, researcher can easily identified view point of authors about the topic. Research
method is another activity which have been done by using primary and secondary source of data
collection. Under primary source, questionnaire have been prepared by researcher for analysing
opinion of 60 customers about the services or products offered by Amazon. Results is another
main section of dissertation which is completely based on primary method of data collection. For
analysing quantitative data about the study, content analysis was used by investigator. In this
method of data analysis, various themes have been done which supported researcher in
analysation of information in easy manner. Discussion and conclusion is last activity of
dissertation which have been completed for achieving research objectives. Therefore, all these
are main activities that have been completed by researcher and these helps in completion of
dissertation in systematic and effective manner

Table of Contents
TITLE .............................................................................................................................................1
INTRODUCTION ..........................................................................................................................1
Overview of the research............................................................................................................1
Background of Amazon..............................................................................................................1
Research Aim and Objectives.....................................................................................................2
Research Question.......................................................................................................................2
Rational of the research ..............................................................................................................3
Summary of the research project ................................................................................................3
LITERATURE REVIEW ...............................................................................................................5
RESEARCH METHODOLOGY ..................................................................................................11
Setting:......................................................................................................................................11
Participants................................................................................................................................12
How many?...............................................................................................................................12
How were they selected?...........................................................................................................12
What were their characteristics?...............................................................................................12
How were refusals/non-returns handled?..................................................................................13
Materials....................................................................................................................................13
Data Collection..........................................................................................................................13
Reason or purpose of using questionnaire................................................................................13
Data Analysis ..........................................................................................................................14
Procedures.................................................................................................................................14
Characteristics of the questioner...............................................................................................14
Validity and reliability of data .................................................................................................14
RESULTS ....................................................................................................................................18
DISCUSSION AND CONCLUSION ..........................................................................................20
DISCUSSION AND CONCLUSION...........................................................................................30
CONCLUSION .............................................................................................................................37

REFLECTION ..............................................................................................................................38

TITLE
“To facilitate an understanding of factors influencing online customers purchase
behaviour focusing on their pattern of decision-making in relation to purchasing behaviour while
choosing among retailers using Amazon".
INTRODUCTION
Overview of the research
Buying decision introduces to the effective process of decision making which is used by
consumers or customers about the market transaction before, during and after the buy of product
and service. This process can be observed as a specific form of a cost advantage analysis in the
existence of multiple alternatives. For this dissertation Amazon is a chosen multinational
technology company. This company has direct influence over decision making behaviour or
process of buyers (Baek, Lee, Oh and Ahn, 2015). Along with this, consumers worship to
purchase product and service online because it's more comfortable, easy and frequently comes
with important price investments. It hasn't forever been this means, but over the last twenty years
Amazon has effectively transformed the system people purchase goods and service in all over the
world.
In the modern era the key motive of businesses is to attaining higher growth and success
at market place and for this influence of customers behaviours is the fundamental aspect which is
requires to be considered by the businesses to attaining growth and success.
Amazon is a world's largest online retailer that has developed from its humble
bookselling in early period to persuade practically every feature of the buyer purchasing
experience or decision, from browsing to ordering to returning. There are certain ways which
have been used by Amazon in order to change buying behaviour such as checking Amazon first
and last, shopping by voice, buying groceries online, buying clothes online, ease of returns and
endless, searchable aisles (6 Ways Amazon Has Changed Buying Behaviors. 2018). These are
major ways which is used by company to influence buying behaviour of consumer. It will help
company in increment of its sales and market share.
Background of Amazon
Amazon is a selected American multinational organisation for this dissertation. It was
founded in 1994 by Jeff Bezos and headquartered in Seattle, Washington, and Arlington,
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Virginia, United States. This company is well known for its well-entrenched industries via mass
scale and technological innovation. Company specialise in selling or offering of different
services such as Amazon Alexa, Amazon Appstore, Amazon Music, Amazon Prime, Amazon
Prime Video, Amazon Web Services etc. Amazon originally started as an online marketplace or
bazaar for books but afterwards stretched to sell video games, apparel, electronics, software,
furniture, food, toys, and jewellery and many other products.
The purchaser is always right” has been taken to a great with the growth of digital retail
landscape and the e-commerce. Customers have information of what they suppose from online
shopping, and 3PLs, retailers, suppliers and many other trading companies in involving are
undertaking all they can to build shoppers happy. More than 500 distributors, logistics firms’
retailers and suppliers newly weighed in on the largest factors that directly influencing buying
decision of customers (The Amazon effect on consumer expectations and buying decisions,
2017). According to the market research majority of respondents gave pointed as Amazon is a
multinational brand that influence on consumer decision making and expectations. In case of
Amazon, there are different factors that have direct influence on consumer decision making. It
includes pricing, product availability, product assortment, product information (including free
shipping, user rating and reviews), better internet discovery, faster shipping, trending in social
media and free return. All these are main factors available in Amazon online stores and also
influence on consumer decision making.
Research Aim and Objectives
Aim.
The Aim of this Research is to facilitate an understanding of factors influencing online
customers purchase behaviour focusing on their pattern of decision-making in relation to
purchasing behaviour while choosing among retailers using Amazon.
Research Question
 What is the influence of Amazon on Customers Buyers Behaviour?
 What are the demographic characteristics of customers using Amazon? How might we use existing or new models and data to improve ones understanding of on-
line customers buyer behaviour and decisions.
Research objectives
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 To establish a basis for a model(s) that can better explain the 'real-world' in relation to
individual on-line purchase and also capturing decision making processes by
organisations like Amazon.
 To identify and assess the impact of combined individual characteristics and factors on
on-line purchase and decision-making processes of the customers of Amazon.
 To use online panel data to better understand the actual current and future behaviour of
on-line customers on multiple retailers.
Rational of the research
Main reason behind selecting this topic or research is to understand the influence of
Amazon on buyers’ decision making. As it is an interesting topic which supports an individual in
identification of buyer’s decision making towards particular brand. This research also support
researcher by increasing its understanding about the influence of Amazon on decision making
behaviour of buyers. This investigation will also helps researcher by improving its literature
review, time management, data collection and data analysis skills. By having these skill they can
easily complete research activities without any difficulty (Filieri, 2015).
Summary of the research project
This is the important part of dissertation as it assists reader to identify importance of
different activities in completion of research. These activities will be explained as below:
Introduction: For doing investigation, introduction introduces to the first activity which
includes some tasks such as background of the research, background of the organisation,
research aim, research objectives and questions etc. These are introduce main part of research
proposal which support researcher to complete these tasks and do further activity (Chen, Teng,
Yu and Yu, 2016).
Literature review: This is another activity which will be more useful for researcher when
they require data in detailed and accurate manner. In this section of research, different authors
have to provide their opinion about the selected topic.
Research methodology: This is another main section of investigation as it support
investigator to gather information and data from different sources. This research is based on
second method data of collection which is more beneficial because it helps researcher in
collection of information in in-depth way. Qualitative research will be going to used for ding this
investigation in systematic manner,
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Data analysis/findings/discussion: Within an investigation, data analysis or findings or
discussion will be based on literature review because it is a secondary type of research (Moser,
2015).
Conclusion: This is another main activity which includes summary of entire activity. With the
help of this section, reader become able to find out research objectives is achieved or not (Chen
and Lu, 2015).
Recommendation: This is last chapter or activity of dissertation which is based on some
issues. Under this part of research some recommendation will be provided to the organisation.
This recommendation is based on how to solve research issues and how to develop better image
in marketplace (Farah and Ramadan, 2017).
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