Online vs. Offline Shopping Behavior

This assignment examines the distinct behaviors consumers exhibit when shopping both online and offline. It explores how the lack of face-to-face interaction in online shopping influences decision-making compared to the direct engagement and product demonstration present in brick-and-mortar stores. The analysis includes consumer preferences, purchasing processes, and the impact of various factors on each shopping method.

Research project

TABLE OF CONTENTS
TITLE..............................................................................................................................................1
1.1 Background of the study............................................................................................................1
Aim..............................................................................................................................................1
Objectives....................................................................................................................................1
Research Questions.....................................................................................................................1
1.2 Rationale of the study................................................................................................................1
1.3 Literature Review.......................................................................................................................2
Concept of consumer behaviour..................................................................................................2
Difference between online and offline shopping........................................................................2
1.4 Research methodology...............................................................................................................3
Research approach......................................................................................................................3
Research strategy........................................................................................................................4
Research design...........................................................................................................................4
Data collection............................................................................................................................4
Sampling.....................................................................................................................................4
Research limitations....................................................................................................................5
1.5 Time scale..................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

TITLE
To understand the consumer behaviour for purchasing within social networks as
compared to the individual spaces.
1.1 Background of the study
Consumer behaviour can be considered as activities of the customers in association with
the purchases and usage of products and services. It is completely their choice whether they want
to shop online or offline (Hawkins, Best and Coney, 2010). Different people have different
perceptions as according tot heir comfort, choice etc. Although by both the means, the basic
purpose of people is purchasing the stuffs but there are enormous differences between the both.
When people went on stores, retailers, there they express to the staff what they want which may
include the type, colour etc. The staff member shows the available stock of what they want and
then it is up to customer if they like it or not. But while shopping online, the person just puts-in
their preferences and they get various options. Then, it is completely their choice whether they
purchase it or not. Both the means of shopping, online and offline have their own pros and cons.
So, it depends on the customer what they want to go for and what is suitable to them.
Aim
To understand the behaviour of consumers for shopping within social networks as
compared to the individual spaces.
Objectives
 To analyse the concept of consumer behaviour.
 To understand the difference between online and offline shopping.
 To recommend ways by which the behaviour can be analysed of different consumers for
online and offline shopping.
Research Questions
Q1 What is the concept of consumer behaviour?
Q2 What is the actual difference between shopping offline and online as according to the
customers?
1.2 Rationale of the study
The topic “consumer behaviour for making purchases via social marketing websites as
compared to the individual spaces” because there are various people nowadays who prefer online
shopping as compared to the offline one and vice versa. So, for studying the differences between
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the both, the topic has been selected. There has been observed a sort of change in the consumer
behaviour from a few times and it has some influence on the productivity rate of firms as well.
Also, there are various factors that also influence the mind of the customers whether to go for
online or for offline. So, for understanding this only, the topic has been selected.
1.3 Literature Review
Concept of consumer behaviour
Consumer behaviour is considered as a sort of study which is associated with the fact
how people decide about their purchases, what can satisfy their requirement, what they like in
association with all the products and services etc. It is quite difficult to understand the behaviour
of consumers. Although to some extent, it depends on the products and services that are available
, whether they are available online or offline (Zarantonello and Schmitt, 2010). So, it depends on
the choice of the customer how they want to shop. There are some factors that have some
influence on the behaviour of the consumers and it involves economic conditions, marketing
campaigns, personal choice and options, influence of group etc. On such factors, the behaviour
of consumer depends and their choice of shopping online or offline. There are some people who
do not want to spend more, thus they find short cuts like shopping offline. It is because while
shopping offline, there are enormous options available to grab ranging from lower levels till
higher ones. So, it is their choice if they want to bring the cheaper stuff etc. Also, in various
cases, the person is interested in shopping offline, it depends on the personal preferences of the
person. Some does not want to shop online and wants to shop and roam together, so they prefer
offline shopping. Also, the person can check the stuff by their own and then think of continuing
or discontinuing he purchases. Some does not want to take more efforts, thus they like shopping
online because it is simple. One just have to put in the preferences and on the basis of it, various
results appear on the screen. Then it is up to the customer whether they want to buy or not.
Difference between online and offline shopping
When the customers visits a retailer store, there are free to express what they want, which
involves the type, colour, size etc. So, then the staff member can show the customer as they
want. Then it is completely up to the customer's choice whether they want to buy it or not. In
case of online shopping, the process is simple and convenient for the people who do not want to
make more efforts and want to shop in much ease way. So, the customer in case of online
shopping, can enter their preferences whether it is about their size, colour choice etc. enormous
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number of results will open in front of the person, thus the person can decide if there is
something they like or not. On the basis of it, can continue the shopping process. Also, in case of
offline shopping, from means of stores and retailers etc., there is a face to face interaction
between the seller and the customer. So, the person can explain them what they want and what
are their preferences (Solomon, Russell-Bennett and Previte, 2012). On the basis of the data that
is stored in the showroom or store, the seller will represent the products to the customers as per
their choice. Then, the person can decide which one to purchase and what to neglect. Both the
means have their own pros and cons. Like in case of online shopping, the person is not sure of
the material etc. of the product which they have ordered while in the case of shopping offline, the
person can check the material and other stuff completely before making the purchase. Also, in
case of online shopping, the person does not have to make more efforts and just simply scroll
some website and order some products according to their choice but in case of offline shopping,
the person has to roam from one shop to another and until the person gets satisfied completely,
the person does not stop making efforts. So, like this, there are pros as well as cons of both the
types of shopping, whether it is about the online one or about the offline one.
1.4 Research methodology
Research is considered as a systematic way of collecting all the data and information that
can help in making the whole research more effective and appropriate (Solomon and et.al, 2014).
Research methodology is also classified as a sort of analysis that helps in integrating all the
compounds of the research more efficiently. There are various aspects of the research
methodology and these are discussed as under :
Research approach
Research approach is considered as a way in which the researcher can plan the research
in a more systematic way. It can be further classified as either inductive or the deductive one.
The inductive approach deals with the involvement of new theories whereas the deductive one
refers to the aiming and testing of the theory (Heinonen, 2011). So, in this research, the
researcher will make use of the deductive one because it can help in analysing the difference
between the behaviour of consumers while shopping online and offline.
Research strategy
Research strategy is considered as a sort of plan that is to be done step by step because it
helps in providing a sort of direction to the researcher so that the whole research can be
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conducted smoothly and easily (Young and et.al, 2010). It can be classified as either qualitative
or the quantitative one. In this research, the researcher will make use of the qualitative strategy
because it can more efficiently help the researcher in analysing the behaviour of customers while
shopping online and while offline at the stores etc.
Research design
Research design is considered as a sort of complete strategy that helps in making a better
integration within different components of the components that are being used in the research
(Goh, Heng and Lin, 2013). Research design can be sub divided in various types such as
descriptive, semi experimental, experimental, co relational and the review. In this research, the
researcher will make use of the descriptive one because the difference in the behaviour of
customers regarding shopping online or from individual spaces is a naturalistic observation, so in
this research, the researcher will make use of the descriptive design.
Data collection
The gathering of data and information is also considered as one of the most effective
methods of the research methodology (Solomon, Russell-Bennett and Previte, 2012). The
information can be collected by two ways, either the primary one or by the secondary way. The
primary data is the data that is being collected for the first time and it can be gathered by sources
like focused groups, questionnaire, surveys and interviews. Secondary collection is termed as a
way in which the data has been gathered by some external person already and sources for this
involves books, journals and online means. In this research, the researcher will make use of the
primary collection because the data and information gathered from surveys and interviews can
act relevant enough for analysing the perception and views of the consumers for shopping online
as compared to the offline one.
Sampling
Sampling is considered as the way of choosing random samples from a huge amount of
population. Sampling can be classified in various types such as stratified, cluster, systematic,
multi stage and the simple random sampling. In this research, the researcher will make sue of the
simple random sampling because a few simple and random samples can help in evaluating the
difference of the behaviour of consumers while shopping via social networking websites and its
comparison with that of the shopping from the individual spaces.
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Research limitations
Research limitations can be considered as the factors or compounds that may act as
barriers and challenges in the research (De Mooij, 2010). A very basic example of this can be
classified as the fact that if the researcher feels that they can give the research some more time
just because to make it more effective and appropriate, at the same time, they should also
consider that if the research has to give some more time, some more resources will be required as
well such as the cost and time. So, if in that case, cost and time is not available, then they might
act as barriers for the research. Thus, the researcher should complete the research in the given
deadline only so that no such factor can act as any challenge in the research.
1.5 Time scale
Basis Week
1
Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Identificati
on of the
issue
Determinin
g the aim
Making of
the
objectives.
On the
basis of
themes,
gathering
of data and
information
.
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Research
methodolog
y
implementa
tion
Collection
of the
primary
data
Evaluating
the
gathered
information
Conclusion
CONCLUSION
It can be concluded that consumer's behaviour for shopping online as well as offline is
quite different. It is because while shopping over individual spaces, they express their choice and
the staff member shows the same. Then it depends on the customer whether they like it or not. It
is a face to face conversation between the customer and the helper. But in case of online
shopping, it cannot be considered as a face to face communication. In this, the user enter their
preferences and on the basis of it, results are shown in front of them. Then it is their choice
whether they want to continue with the product or not. Also, various aspects of the methods have
been sued for making the research more effective and appropriate.
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REFERENCES
Books and Journals
De Mooij, M., 2010. Consumer behavior and culture: Consequences for global marketing and
advertising. Sage.
Goh, K. Y., Heng, C. S. and Lin, Z., 2013. Social media brand community and consumer
behavior: Quantifying the relative impact of user-and marketer-generated
content. Information Systems Research. 24(1). pp.88-107.
Hawkins, D. I., Best, R. J. and Coney, K. A., 2010. Consumer behavior. Implications for
marketing strategy, 5.
Heinonen, K., 2011. Consumer activity in social media: Managerial approaches to consumers'
social media behavior. Journal of Consumer Behaviour. 10(6). pp.356-364.
Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behaviour. Pearson Higher
Education AU.
Solomon, M. R. and et.al., 2014. Consumer behavior: Buying, having, and being (Vol. 10).
Pearson.
Young, W. and et.al., 2010. Sustainable consumption: green consumer behaviour when
purchasing products. Sustainable development. 18(1). pp.20-31.
Zarantonello, L. and Schmitt, B. H., 2010. Using the brand experience scale to profile consumers
and predict consumer behaviour. Journal of Brand Management. 17(7). pp.532-540.
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