Research Project on Impact of Digital Empowerment for Consumers

RESEARCH PROJECT
(The impact of digital empowerment for consumers and its effect on
brick mortar business)

Table of Contents
PROJECT TITLE.............................................................................................................................1
INTRODUCTION...........................................................................................................................1
Background of the study.........................................................................................................1
Aim and Objectives................................................................................................................1
Rationale of the study.............................................................................................................2
LITERATURE REVIEW ...............................................................................................................2
Digital empowerment.............................................................................................................2
Factors motivate consumers to buy products online rather than retail stores.........................3
Impact of digital empowerment of consumers on brick and mortar business outlets............3
Gap in literature......................................................................................................................4
METHODOLOGY..........................................................................................................................4
TIMELINE.......................................................................................................................................6
LIMITATIONS................................................................................................................................7
EXPECTED OUTCOME................................................................................................................7
BIBLIOGRAPHY............................................................................................................................8
APPENDIX......................................................................................................................................9

PROJECT TITLE
The impact of digital empowerment for consumers and its effect on brick mortar business.
INTRODUCTION
Background of the study
Digitalisation has changed the scenario of business drastically. Now, consumers do not
prefer to buy products from brick and mortar business outlets. They like to buy goods and
services through digital network or online sites. In order to sustain in the market for longer
duration and for generating high revenues, companies are now taking support of mobile
applications. These devices support the firm in conducting business more efficiently and making
strong connection with consumers (Brick-and-Mortar Retailers Must Innovate to Flourish in a
Digital World. 2016). E-commerce has enhanced competition in the market and it creates trouble
situations for brick and mortar business outlets. The aim of implementing these technologies is to
improve operational process and gain attention of mass audience. These digital technologies
support the firm in providing quality services to customers and expanding its operations across
the world. Consumers are the life blood of business, their attitude and perception towards the
firm can influence its overall performance to great extent. Digital empowerment of consumers
forces companies to implement these digital technologies in the workplace and make effective
coordination with clients through these applications (Kent and et.al., 2018).
Present study is based on brick mortar business. The main aim of the firm is to provide
satisfactory goods and services to consumers that can fulfil their needs. Current study will
discuss impact on digital empowerment of consumers on brick and mortar business outlets.
Furthermore, it will explain the factors that motivate consumers to buy products online rather
than retail stores.
Aim and Objectives
Aim
“To identify impact of digital empowerment of consumers on business performance of brick
mortar business.”
Objectives
 To understand conceptual framework of digital empowerment.
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 To analyse the factors that motivate consumers to buy products online rather than retail
stores. To identify impact of digital empowerment of consumers on performance of brick mortar
business.
Research Questions
 What is the meaning of digital empowerment?
 What are the major factors that motivate people to buy products online rather than retail
stores?
 Does digital empowerment of consumers contributing to failing brick mortar business?
Rationale of the study
The main reason of conducting this study is that from last few decades, sales of brick
mortar business is getting down. However, the chief cause of this issue is digital empowerment
of consumers. Researcher aims to find out the reason of this problem and how digital
empowerment of consumers impact on the brick mortar business performance (Huang and et.al,
2015). It is an interesting area and scholar has huge interest in digital technologies; thus,
researcher has selected this topic for the research. In addition, there are huge data available on
the topic so, it would be easy for the researcher to collect accurate data on it and complete this
study in an effective manner. These are the reasons of selecting this topic for the research.
LITERATURE REVIEW
Digital empowerment
As per the view of Olson, (2015) consumers have high power to influence the business
performance. They use digital technologies such as mobile application, social networking sites
etc. that help them in getting high quality products at reasonable prices. Through digital
technologies, they become able to fulfil their needs. Digital empowerment is the way that is
changing demand of consumers and business has to implement innovative ideas in order to meet
with this demand. Leong, Jaafar and Ainin, (2018) stated that digital empowerment is the way of
communicating well with consumers and understanding their needs and requirements. It is the
way that supports the retail business in providing satisfactory products and services to consumers
and retaining them in the firm for longer duration. Mobile technology has changed the traditional
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