Online Shopping Behavior in Australian Retail Industry
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This report provides an insight into the various issues related to the online shopping behavior of consumers in the Australian Retail Industry. It also focuses on cultural influences and market-oriented solutions to the issues.
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Running head: ONLINE SHOPPING BEHAVIOR Online Shopping Behavior Name of the Student- Name of the University- Author note-
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2 ONLINE SHOPPING BEHAVIOR Introduction Aiming to generate a comprehensive view about the various issues that are related to the online shopping behavior of consumers in the Australian Retail Industry, this report will endeavor to provide an insight of the various forces at work. The report will try to argue for the fact that there are innumerable issues that need to be addressed to enhance the online shopping behavior of consumers. The report will also focus on the cultural influences that shapes the online shopping behaviors of consumers in Australia. This report will also endeavor to market oriented solutions to the issues that shall be identified. The following paragraphs will try to justify the proposed solutions in relation to the industry practices and standard. Discussion Issues Studies have projected that certain factors affect and channelize the online shopping behavior of consumers. Various factors shape the participation of consumers in online shopping. Studies depict thatextensive research has not been conducted on the online shopping behavior of consumers (Cumminset al. 2014). However,gauging the online behavior of consumers is important to understand the areas that need improvement. Various cultural factors also shape the online shopping behavior of the consumers. Cultural factors such as religious preferences and inclinations can shape consumer behavior. Studies have found that religious influences shape the preference for certain products (Mathraset al.2016). Statistics unearth the fact online shopping behavior in Australia is mostly confined to the young and middle-aged generations (Martin, Mortimer and Andrews 2015). The authors even mention that the female population is seen to use the platforms to online shopping more than the
3 ONLINE SHOPPING BEHAVIOR males in the Australian Retail Market. The wide difference in the age group of consumers who participate in online shopping and others can generate various problems for the Australian Retail Market. The restriction of online shopping to people belonging to a particular age can adversely affect the revenue generated by the various organizations selling online products. It is also seen that in contrast to other places, the places that shelter the youth are prone to onlineshopping (Auspost.com.au 2019). Another issue that is identified is the lack of trust and belief in the onlineproducts (Dawes and Nenycz-Thiel 2014).This shapes the online shopping behavior of customers in the Australian Retail Market. In addition to this, the cases of online fraud had repelled customers from online purchase (Buttonet al. 2014). While the sale of mobile phones has increases, the online sale of laptops has reduced largely. This depicts the changes in the online shopping behavior of the consumers in Australia. Cultural influences strongly influence the decision of clients to purchase certain online products (Goodrich and De Moij 2014). The authors mention that collective cultural influences such as placing the trust on online sites can also shape the online shopping behavior in Australians. Studies have also revealed the fact that the Australian Retail Market and online shopping behavior is getting affected and modified due to the non-availability of big local retailers (Sohaib and Kang 2014). The non-availability of big local enterprises selling online products, the consumers in Australia are compelled to choose overseas online brands. A rapid continuation of these processes will lead to the greater shift of consumers from the current local brands. This can further affect the future of local retailers who plan to sell their products using the online platforms.
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4 ONLINE SHOPPING BEHAVIOR Solutions The issue of difference in the age of the population who participate and refrain from online shopping can be bridged and solutions can be provided to eradicate these differences. Chiefly, the Australian Retail Market should focus on extensive market research about the needs and the prevalent temperament of the aged. The retailers must engage in extensive advertisement for the inclusion of these diverse products for the Aged. Product diversification can assist in attracting customers of varied age and gender. The issue can be resolved when the online retailers can expand the consumer base by diversifying the products. To resolve the issue of gender gap in online purchase, retailers need to invest in psychographic campaigns. To resolve the issue of lack of trust and online shopping fraud, the solution that is proposed is that the online retailers must invest in the use of technology and ideas to prevent the hackers from feigning the identity of the organizations concerned. This can also reduce the cases of mistrust amongst the consumers. To resolve the issue of lesser number of local online retailers and the preference of employees for overseas brands, the local Australian retailers need to expand their business enterprises and marketing strategies to reach to the consumers who prefer online shopping. Supporting Examples It is seen that the Australian clothing industry has incorporated product diversity to enhance the consumer base and the range of the products. In Australia, designers distribute their products to the local retailers. Studies reveal that many manufacturers in Australia have introduced product diversity to compete with the market to bridge the gap between the consumers bases (Soosayet al.2016).
5 ONLINE SHOPPING BEHAVIOR In Australia, consumers prefer to purchase products based on the reviews generated by others (Malbon 2013). Therefore, to build confidence and trust amongst the customers, the Grocery and Supermarket Retail Industry in Australia had incorporated marketing strategies to generate confidence amongst the consumers. It is seen that in Australia, the L’Oreal Melbourne Fashion Festival, the local retailers present their culture and tradition through the festivals (Weller 2013). In addition to this, the need for expansion of businesses of local retailers can be traced in the case of the local food retailer market (Bianchi and Mortimer 2015). To expand the business and generate awareness about the products the retailers had to engage in proper activities to generate awareness. Conclusion After analyzing the above-discussed ideas, it can be concluded that the online shopping behavior of customers in Australia is dependent on factors such as age, building of trust and availability of local retailers. It can also be concluded that there are relevant solutions applicable to resolve the issues that are identified. In addition to this, it can also be concluded that the retail industry and market in Australia needs to focus on these solutions to propound tested solutions to secure a place in the booming online market.
6 ONLINE SHOPPING BEHAVIOR References Auspost.com.au(2019).[online]Auspost.com.au.Availableat: https://auspost.com.au/content/dam/auspost_corp/media/documents/2018-ecommerce-industry- paper-inside-australian-online-shopping.pdf [Accessed 22 Jan. 2019]. Bianchi,C.andMortimer,G., 2015.Driversoflocalfoodconsumption:a comparative study.British Food Journal,117(9), pp.2282-2299. Button, M., Nicholls, C.M., Kerr, J. and Owen, R., 2014. Online frauds: Learning from victims why they fall for these scams.Australian & New Zealand journal of criminology,47(3), pp.391- 408. Cummins, S., W. Peltier, J., A. Schibrowsky, J. and Nill, A., 2014. Consumer behavior in the online context.Journal of Research in Interactive Marketing,8(3), pp.169-202. Dawes, J. and Nenycz-Thiel, M., 2014. Comparing retailer purchase patterns and brand metrics for in-store and online grocery purchasing.Journal of Marketing Management,30(3-4), pp.364- 382. Goodrich,K.andDeMooij,M.,2014.How‘social’aresocialmedia?Across-cultural comparisonofonlineandofflinepurchasedecisioninfluences.JournalofMarketing Communications,20(1-2), pp.103-116. Malbon,J.,2013.Takingfakeonlineconsumerreviewsseriously.JournalofConsumer Policy,36(2), pp.139-157.
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7 ONLINE SHOPPING BEHAVIOR Martin, J., Mortimer, G. and Andrews, L., 2015. Re-examining online customer experience to include purchase frequency and perceived risk.Journal of retailing and consumer services,25, pp.81-95. Mathras, D., Cohen, A.B., Mandel, N. and Mick, D.G., 2016. The effects of religion on consumerbehavior:Aconceptualframeworkandresearchagenda.JournalofConsumer Psychology,26(2), pp.298-311. Sohaib, O. and Kang, K., 2014. Cultural Aspects of Business‐to‐Consumer (B2C) E‐commerce: AcomparativeAnalysisofPakistanandAustralia.TheElectronicJournalofInformation Systems in Developing Countries,61(1), pp.1-18. Soosay, C., Nunes, B., Bennett, D.J., Sohal, A., Jabar, J. and Winroth, M., 2016. Strategies for sustainingmanufacturingcompetitiveness:ComparativecasestudiesinAustraliaand Sweden.Journal of Manufacturing Technology Management,27(1), pp.6-37. Weller, S., 2013. Consuming the city: Public fashion festivals and the participatory economies of urban spaces in Melbourne, Australia.Urban Studies,50(14), pp.2853-2868.