Impact of the Internet on Bangladeshi Consumers in London

Added on - 20 Jul 2021

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Title:Impact of the Internet on Bangladeshi consumers in London in
the pandemic time of Covid-19.
1
Contents
Executive summary:........................................................................................................................4
Chapter 01: Introduction 800...........................................................................................................5
1.1Background 250................................................................................................................5
1.2Rationale...........................................................................................................................5
1.3Aims & Objectives............................................................................................................6
1.4Research Questions...........................................................................................................7
1.5Research Structure............................................................................................................7
Chapter 02: Literature Review.........................................................................................................8
2.1 Introduction............................................................................................................................8
2.2 Concept of Internet (150 words)............................................................................................8
2.3 Internet and its Implication (1500 words).............................................................................8
2.3.1 Information accessibility..............................................................................................12
2.3.2 Easiness of Reach.........................................................................................................13
2.3.3 Customized Service......................................................................................................14
2.3.4 Delivery Ease................................................................................................................15
2.4 Conceptual Framework........................................................................................................16
3Methodology 2000.................................................................................................................17
3.1 Introduction:........................................................................................................................17
3.2Philosophy.......................................................................................................................17
3.3Approach.........................................................................................................................18
3.4Strategy...........................................................................................................................19
3.5 Research method:.................................................................................................................20
3.6Data collection method...................................................................................................20
3.7Sampling.........................................................................................................................21
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3.8Data analysis...................................................................................................................21
3.6 Ethics...................................................................................................................................22
4. Result and Findings: Quantitative Research..............................................................................22
4.1 Demographic data:...............................................................................................................22
4.2 Frequency analysis...............................................................................................................23
5.Discussion:.............................................................................................................................38
6.Conclusion:............................................................................................................................41
6.1 Limitation and future research:............................................................................................43
6.2 Recommendations:..............................................................................................................43
References:....................................................................................................................................45
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Executive summary:
The following research has focused on defining the impact of the internet on the Bangladeshi consumers
in London city during the lockdown period of pandemic coronavirus and the ultimate result has shown
that the factors involved in using the internet have 34% influence on the British Bangladeshi consumers
living in London city only. This research has six chapters to meet four research objectives. In the first
chapter, the researcher has justifiedresearch background, rationale, aims and objectives and
research structure finding that during the pandemic situation, all of the countries of the world
locked in their home due to the fear of spreading the highly contagious disease COVID-19 that
has contributed to the drastic change around the world. The second chapter has defined the
research variables to consider and found that the home delivery service with the online platform
has made this platform tangible enough and believable by the target audience as the companies
in the pandemic situation has served their target population with the organisational success in
reaching the doorstep of the consumers; ease of reach, information access, and the opportunity of
customised service are the other independent variables. The third chapter has determined the
research design and suggested to conduct deductive research with the quantitative research
method conducting primary research on the market from 66 respondents. The result of the
frequency analysis has shown that the respondents are supporting the researcher on all points and
the variables explained the changes in consumer behaviour by 34%. The discussion section has
connected the literature with the result and findings and found high consistency. The last chapter
has recommended the UK-based organisations to educate the customers about quality, integrate
augmented reality, influencer marketing, and IMC to use for utilising this platform.
Key words: ease of reach, influencer marketing, integration of marketing communication, brand
awareness, brand advocacy, augmented reality, delivery ease, customised service, personalised
experience.
4
Chapter 01: Introduction
1.1Background
During the pandemic COVID-19, since 18thMarch, the UK was shut down, even getting out
from home was banned and every social gathering was abandoned by the government to prevent
spreading this highly contagious disease. Therefore, the organisations have shifted their
operation from offline to online services and limited social gathering rather focuses on home
delivery practices with the blessing of the internet. The internet was then the only channel of
business communication for daily shopping and the organisations have tried to accommodate the
new normal with the home delivery service (Laato, et al. 2020). 49% of the Bangladeshis in the
UK lives in the greater London city and like other citizens there, they have also suffered a lot due
to pandemic effect there. The total lifestyle then was dependent on the online marketplace, even
the employment was based on remote team management. As the financial condition of this
population is comparatively lower than that of other ethnic groups and races or local citizens,
they have to suffer a lot due to this effect. The digital divide is acute among the British
Bangladeshis as they are by culture relies on the offline practices that have to shift at this period
and the total population then must have to rely on the internet only for the consumption on
anything. With the information accessible on the internet, the UK consumers get an alternative
channel of physical distribution process in the pandemic period. The UK Bengalis have spent
55% more times on their phone or connected to the internet anyhow that penetrates the success
of the retailers and the manufacturers to be directly connected with them using the online
channel of communication (Stanciu, et al. 2020). The consumers are facilitated with the
customised services designing their service delivery process. The parcel delivery industry has
found a swift shift of 59% in the pandemic period as the home delivery service was the only
channel for the red zones. However, considering all these facts, it is matter to research that the
degree to which internet was contributing to the British Bangladeshi consumer’s lifestyle in the
pandemic period to define the potential usage of internet to support regular life.
1.2Rationale
The pandemic situation is continuing since March 2020 with comparatively lower effect due to
taking precautions faster; therefore, people should still be aware of this contagious disease and
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concentrate on health and safety of people at social gathering area with public awareness. To
avoid social gathering, all of the regular transaction was conducted in electronic format and
online channels have been flourished with an unexpected shift (Stanciu, et al. 2020). The number
of online businesses has been increased by 32% to grab the opportunity derived by the
dependence of the confined population on the internet for their regular shopping to especial
shopping even to get the medical care services. Therefore, the internet was an indispensable part
of regular life for the British Bangladeshi population though they were once the less responsive
population to the online channel of distribution (Singh, et al. 2020). It is a major matter to
understand the changes in consumer behaviour due to the pandemic situation and the way the
internet has penetrated the changes among the British Bangladeshis.
This research would contribute to understanding the degree of changes in consumer behaviour
anticipating its application in the next decade defining the drastic change notable across the
buying behaviour process where technology has acquired a major portion. However, the British
Bangladesh population used to like shopping at the store physically instead of relying on the
online channel or mobile shopping as 87% of them have opined that they enjoy roaming at the
shops and taking "touch and feel" experience from the brick-and-mortar stores. It is the most
contemporary issue now in the market that the world market is still suffering and no specific
research has been conducted on this issue now (He and Harris, 2020). Therefore, the following
research is supposed to highlight a narrower view to define the impact of the internet on the
British Bangladeshis in London during the pandemic situation understanding the way their
consumption pattern has changed and how their purchasing pattern has been affected by the
innovation in the market.
1.3Aims & Objectives
This research aims at the understanding impact of the internet on Bangladeshi consumers in
London in the pandemic time of covid-19.Therefore, the following objectives have been defined
to understand the effect thoroughly.
To evaluate the way the internet is contributing to the regular life in London for the
British Bangladeshi population
To define the challenges included in internet adoption for regular shopping and
transaction for British Bangladeshi population
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To examine how the factors included in the adapting online channel of communication in
the pandemic situation for British Bangladeshi consumers in London
To recommend the way online communication channels can boost customer engagement
with the further pleasing shopping experience and reliability
1.4Research Questions
General question: What is the impact of the internet on Bangladeshi consumers in London in
the pandemic time of Covid-19?
How does the internet contribute to regular life in the pandemic situation in the UK?
What are the challenges included in internet adoption for regular shopping and
transaction for British Bangladeshi population?
How the factors included in the adapting online channel of communication in the
pandemic situation affect British Bangladeshi consumers in London?
How does online communication channels can boost customer engagement with further
pleasing shopping experience and reliability?
1.5Research Structure
ChapterNameDescription
1IntroductionThe identification of the research background and why to
conduct this research determining the aim, objectives, and
research question
2Literature ReviewConstructing the thorough theoretical analysis of the research
to define the variables to consider for further research with
the findings of the previous researchers
3MethodologyThe research tools and techniques determined to conduct the
research and successfully meet the research objective
4ResultAnalysing the collected data and demonstrating them to meet
the research objective
5DiscussionThe integration of research findings from the literature
review and mixed research conducted to understand whether
all the objectives are met
6ConclusionThe summary of the whole research with the
recommendation and the further research scope
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Chapter 02: Literature Review
2.1 Introduction
2.2 Concept of Internet
Internet is basically a network of interconnected networks. It’s a global system of
communicating within network and device. It contains vast things. All kind of information’s we
can get through it. All the news all the resources are available here. One can get all these by
sitting at home. Internet has brought the world closer. one can get all the information’s of one
corner of the world by sitting in another part of the world as delineated by Wirtz, Schilke, and
Ullrich, (2010). It’s the virtual room of meeting people from far away. Also, we can shop
through it from any part of the world from our home. Also, its a virtual market place. It has
larger numbers of users. Ramlall (2004) augued that it has spread into the remote corner of city.
In recent world we can hardly find anyone who doesn’t use internet. It’s too easy to use internet.
Even though illiterate peoples are using internet so fluently.
The internet is a technological revolution that has completely changed the lives of the
individuals. Although it has disadvantages and addiction but the need for internet in the
pandemic situation is highly essential in all around the world as delineated by Wirtz, Schilke,
and Ullrich, (2010). The concept of internet is to connect with people and deliver important
messages from one place to another especially for long distances. However, Ramlall (2004)
argued that although it was mainly regarded as a mode of communication for long distances but
now the internet has revolutionized itself by helping and supporting the individuals to conduct
businesses through online.
2.3 Internet and its Implication
The world is moving faster in the 21st century based on creative and innovative technologies.
Given the economy and infrastructure due to the pandemic situation; companies are not being
able to grow continuously due to lack of technological advancement. According to Ramlall
(2004), as the pandemic situation is impacting the country through lack of technologically
advancement, the multinational companies is facing severe problems in order to meet the
expected demand of the customers. Technology plays an important role in each and every
companies. However, HR department only needs to deal with this challenge and needs to recruit
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