Understanding Amazon Customer Purchase Behavior: A Research Report

This research project examines the factors influencing online customer purchase behavior, specifically focusing on decision-making processes when shopping on Amazon. The study investigates consumer awareness of Amazon's products and services, revealing that a majority of participants are familiar with the brand. The research also explores platform preferences, with mobile apps being the most favored for online shopping. Secondary data sources, such as books and journals, were used for the literature review. The findings highlight the importance of analyzing customer behavior to improve brand image and competitive edge. Key factors influencing purchasing behavior include price, product assortment, and free shipping. The study also considers demographic characteristics like age and income. The reflection section acknowledges challenges faced during data collection and emphasizes the importance of research ethics. This report provides valuable insights into the dynamics of online consumer behavior within the Amazon ecosystem, offering recommendations for businesses to enhance their strategies.

Buying decision introduces to the effective process of decision
making which is used by consumers or customers about the market
transaction before, during and after the buy of product and service.
This process can be observed as a specific form of a cost advantage
analysis in the existence of multiple alternatives. For this dissertation
Amazon is a chosen multinational technology company. This
company has direct influence over decision making behaviour or
process of buyers. Along with this, consumers worship to purchase
product and service online because it's more comfortable, easy and
frequently comes with important price investments. It hasn't forever
been this means, but over the last twenty years Amazon has
effectively transformed the system people purchase goods and service
in all over the world.
Aim. The Aim of this Research is to facilitate an understanding of
factors influencing online customers purchase behaviour focusing on
their pattern of decision-making in relation to purchasing behaviour
while choosing among retailers using Amazon.
Research objectives
 To establish a basis for a model(s) that can better explain
the 'real-world' in relation to individual on-line purchase
and also capturing decision making processes by
organisations like Amazon.
 To identify and assess the impact of combined individual
characteristics and factors on on-line purchase and
decision-making processes of the customers of Amazon.
 To use online panel data to better understand the actual
current and future behaviour of on-line customers on
multiple retailers.
There are different sources of secondary data collection such as
books, journals magazines, articles, publication research etc. These
sources have been used in literature review section. As secondary
source of data collection are useful for getting in-depth and detailed
information about the current topic. Therefore, both primary and
secondary source of data collection are useful for doing dissertation
on customers buying behaviour and decision about the services
given by Amazon.
Introduction
Research Methods
Results Conclusion and Recommendation
Research Project
(Title: “To facilitate an understanding of factors influencing online customers purchase behaviour focusing on their pattern of decision-making in relation to
purchasing behaviour while choosing among retailers using Amazon".)
Theme 1: Awareness about the services or products provided by
Amazon
In this regards, 40 out of 60 people are aware about the company
products and services which offered in market for increasing their
customers base and image as well. With the help of this, business
organisation also increases their profitability level at market place.
On the other side, rest of 20 participants are not familiar with
company products and services.
Theme 2: Platform do you like to prefer for your online shopping
30 out of 60 people prefer mobile app for online shopping as it help
in improving their positive experience over there. Along with this,
20 participants give their views that websites are effective platform
wherein they purchase products through internet. On the other side,
rest of 10 participants said that other platform like Twitter and so on
other platform are used by customers to buy online products. All
these are directly contributing in enhancing their positive experience
towards the online products and services.
From the above mentioned research it can be concluded that analysing
customers buying behaviour is important as it help business organisation in
increasing their brand image at marketplace. In this, online platform play a
significant role because, now a days almost people are active on internet
and different social media platform. It may directly put their significant
impact on decision making process of customers towards the company
products and services. This is the reason that company is responsible for
evaluating the behaviour before providing them their products and services.
With the assistance of this company easily enhance their brand image and
also established their competitive edge. Along with this, there are some
important factors such as price, product assortment, free shipping and better
internet discovery. All these are directly contributes in influencing
purchasing behaviour of customers at the time of purchasing through online
platform. Furthermore, company also use demographic characteristic of
customers in which they focus on consumers age, income and gender while
delivering them quality products and services.
Reflection
I am glad that I got a chance to perform dissertation on an interesting topic
i.e. “To facilitate an understanding of factors influencing online customers
purchase behaviour focusing on their pattern of decision-making in relation
to purchasing behaviour while choosing among retailers using Amazon".
This is a broad topic and support researcher or an individual by increasing
their understanding regrading the importance of customers buying behavior
and their decision towards specific brand. By doing this investigation, I
enhanced my research skills, literature review quality, data collection and
data analysis skills. These are main skills because in completion of
dissertation these supported me to easily complete each activities of
research. Apart from this, I also faced certain issues or challenges while
collection of information from the participants. Improper behaviour of
respondents, lack of amount of capital, poor time management, lack of
resources etc. are consider major limitations. As these have negative impact
on mine while completing each task or activity in ethical and effective
manner. To overcome above discussed issues I followed principles of
research ethics which are informed consent, confidentiality, antonym etc.