Case Study on ShopHere Retail Store

LITERATURE REVIEW
(A STUDY ON SHOPHERE RETAIL STORE)
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LITERATURE REVIEW
Table of Contents
1. Introduction............................................................................................................................2
1.1 Research aim....................................................................................................................2
1.2 Research objectives..........................................................................................................2
1.3 Research questions...........................................................................................................2
2. Search process........................................................................................................................3
3. Critical analysis......................................................................................................................4
3.1 Concept of ethical consumption and ethical consumer....................................................4
3.2 Significance of consumer purchase decision on revenue generation...............................4
3.3 Theoretical framework regarding purchasing behaviour.................................................5
3.3.1 Theory of Reasoned-Action (TRA)..........................................................................5
3.4 Linkage between ethical consumers and increase in revenue generation........................6
3.5 Strategies for improving ethical consumption.................................................................6
4. Implications and Conclusion..................................................................................................7
4.1 Literature gap...................................................................................................................7
4.2 Conclusion........................................................................................................................7
References..................................................................................................................................9
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LITERATURE REVIEW
1. Introduction
Ethical consumers are associated with acting and buying products with respect to the society,
environment, and overall planet. One of the key areas of ethical consumers is regarding their
buying power. Their buying power acts as voting power in order to support organisational
policies that may either match or conflict their values1.
1.1 Research aim
The research aims to investigate the ethical consumers and their role in increasing the annual
revenue generation of the national multi-channel retailer, ShopHere.
1.2 Research objectives
 To identify the basic concept of the ethical consumer
 To recognize the significance of purchasing decisions
 To find out the theoretical framework related to purchasing behaviour
 To determine the role of ethical consumers in increasing revenue of ShopHere
 To recommend potential strategies of improving ethical consumerism
1.3 Research questions
 What is the basic conception regarding ethical consumer?
 What is the significance of purchasing decisions?
 What is the theoretical framework related to purchasing behaviour?
 What is the role of ethical consumers in increasing revenue of ShopHere?
 How to recommend potential strategies for improving ethical consumerism for
ShopHere?
1 Carrington, Michal Jemma; Zwick, Detlev & Neville, Benjamin. 2015. "The ideology of the ethical
consumption gap". Marketing Theory 16 (1): 21-38. SAGE Publications. doi:10.1177/1470593115595674.
https://journals.sagepub.com/doi/10.1177/1470593115595674.
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LITERATURE REVIEW
2. Search process
Search process
In order to get an accurate result, the search process acts as an important factor. In general,
the information search Process or ISP are mostly used by the researchers. This procedure can
better describe the experience of the user in the process of seeking information or data. By
the use of this process, thoughts, actions, emotions and feelings can be understood, and in
such an away, it helps to get an accurate result of the given topic. From the perspective of the
user, the primary objective of the information search Process is accomplishing the task which
is initiated in the search process 2.
The search process consists of six stages which include initiation, selection, exploration,
formulation, collection as well as the presentation of the data.
The first stage is the initiation, and in this stage, information seeker recognizes the true
intention of collecting information. This stage is filled with uncertainty and apprehensions
feelings.
The second stage of the procedure is the selection of the data, and in this stage, a researcher
decides what kind of topic will be investigated and what procedure will be followed for the
collection of the data. In many cases, the uncertainty may arise in the first stage that fades
away in this stage.
The third stage is exploration, in this stage, information has been collected from journals,
books and other secondary sources, and this helped the researcher to enrich his knowledge
about the given topic. Under this stage, the feelings of anxiety returned as the information
that was received at the initial level was inconsistent as well as incompatible.
During the fourth stage, the gathered information has been evaluated and for the evaluation of
different kinds of secondary data analysis tools are used. In this stage, forming focus
perspective states to begin and the confusion in the early stages can be removed in this
particular stage. This is due to the fact that a researcher personalizes the construction of the
topic.
2 Cano, Sandra et al. 2017. "Applying the information search process model to analyze aspects in the design of
serious games for children with hearing impairment". Universal Access in the Information Society 17 (1): 83-
95. Springer Science and Business Media LLC. doi:10.1007/s10209-016-0520-x.
https://link.springer.com/article/10.1007%2Fs10209-016-0520-x.
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