Market Research Report: Amazon Online Shopping and Home Delivery in UK

This report presents a market research analysis focusing on the business opportunities for Amazon's online shopping and home delivery services, specifically within the UK market. The study delves into the current trends in online shopping, examines factors driving its growth, and investigates how consumer purchase decisions are influenced by online platforms, particularly Amazon. The report includes a literature review exploring consumer preferences and buying behaviors, as well as the advantages and disadvantages of online shopping. The research also discusses Amazon's innovative 'Amazon Key System' and its potential impact on consumer satisfaction. The report outlines the significance of the study, its aims and objectives, and research questions. It also explores various market research methodologies, strategies, and a projected timeline using a Gantt chart, concluding with a discussion on the implications for Amazon's operational strategies and potential for future growth in the competitive online retail environment. The report is designed to provide insights into the current market and the future of online shopping.

Market Research

TABLE OF CONTENTS
a) Selection of a viable marketing related topic of research which in turn reflects as a business
opportunity.............................................................................................................................1
Background.............................................................................................................................1
Overview................................................................................................................................2
Significance of study..............................................................................................................2
Rational...................................................................................................................................3
Aims and objectives...............................................................................................................3
Research questions.................................................................................................................4
b) Conducting Literature Review...........................................................................................4
c) Research methodology.......................................................................................................6
d) Critical discussion of various market research philosophies and strategies......................9
e) Projected timelines of this project using Gantt Chart.......................................................10
REFERENCES..............................................................................................................................12

a) Selection of a viable marketing related topic of research which in turn reflects as a business
opportunity
Title of the research project: Business opportunities for Amazon Online shopping and home
delivery.
Background
In consideration with increment of current trends to follow online business and home
delivery of products which led organisations to challenging state. Survival of a business unit is
depending over consumer preferences and their satisfaction with the products of entity. However,
the present research is based on the operational activities of the Amazon in the rivalry world.
Thus, this organisation has acquired most favourable position in terms of online market and
home delivery. In this report there will be discussion based on the operational activities and
adequate opportunities of this firm which will help in attaining the business objectives. Thus, in
accordance with achieving success in this rivalry world managerial professionals of Amazon
must acquire information’s relevant current state of the business as well as consumer demands,
wants, trend and preferences (The 8 Opportunity Types, 2017). According to such information
they make plans for financial requirements.
Hence, in terms with inviting the shareholders as well as improvements of industrial
aspect the research will facilitate various primary and secondary data collection methods as well
as present the path on which the aims would be achieved within the required time limit. The
researches will collect essential information’s from the market with the help of questionnaires
which in turn helps in acquiring the adequate information’s relevant with buyer's preferences and
choices as well as helps in making the managerial decisions for improvements in such industrial
activities (Suel and Polak, 2017). The report will include Literature review which helps the
professionals to gain knowledge about online shopping opportunities, its advantages and
disadvantages as per the views or various authors. The firm is planing to launch Amazon Key
system in UK with the motive of making the soothing delivery facilities for consumers. These
key system follows methods of delivering articles in sight the home of consumers. The
techniques is being facilitated as to unlock the front door with security systems and delivering
products when the owner is not at home. The report will help in making proper analysis over
reliability and consumer preferences over such system.
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Overview
Amazon is the leading online brand in the market environment and has achieved the huge
success in this segment. Thus, it can be said that if the firm tends to make increment in the
operational aspects than it will be fruitful opportunity for them in becoming the online retail
giant in the world as well as facilitating the new techniques for home deliveries. Recently, they
have started a new technique called 'Amazon Key systems'. The motive behind this process is to
facilitate the satisfactory level of home deliveries such as the agent who delivers goods or
product will have an application on his devices and he can be able to unlock the front door of
consumers and delivers the product inside their home. Therefore, in these regards they have
planned to have and appropriate security systems such as camera and the authority centre. Hence,
in accordance with the past performance and achievements of this industry it has ignited the
business by making the electronic commerce and cloud computing Industrial operations where
they make delivery of DVDs, CDs etc. However, slowly it gains the huge success through such
operations and expended the business such as selling online, software, gadgets, video games and
other electronic utensils.
In terms making the fruitful collaboration with various retail giants in UK and other
nations the firm has expanded operations of units in food and beverages, textile and shoe market
as well as in selling electronics (Tontini, 2016).
Significance of study
The research will reflect the various survey methodology to be used by the organisational
professionals in context with analysing the current market trend and philosophy towards online
shopping. With the help of using various methodology and sampling techniques there will
adequate knowledge or qualitative and quantitate data thus reflect the needs and requirement of
the market (Ding and Lu, 2017). Professionals of this firm will be able to fetch information in
context with requirements of costs to fulfil such business operations as well as facilitate the
adequate services better than the other industries in such segments (Allen, Piecyk and
Piotrowska, 2017).
However, if Amazon accomplish the needs of buyers than it become easy to operate such
online businesses as well as it will be helpful for them in context with managing the supply chain
and distributional channels to make prompt delivery of such products to the end users (Zheng
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and et.al., 2017). On the other side in consideration with the economical requirements of firm the
research will be helpful for them in making adequate changes of such business operations.
Rational
What: In terms with analysing the market and the current trend in world consumers
preferred to make the purchase, sale and relevant dealings with the help of online retailers. The
issue rises due to the reason behind such fact is that this shopping method will be easy and
prompt so it will be convenient for them to have the products at their door. Thus, the challenge is
there are many rivalry firms which are also making the adequate satisfactory dealings with
buyers as well as are capable or making huge business operations.
Why: Online marketing will be an issue for the business because of satisfactory level of
consumers such as they can make comparison of various barns, prices and the quality of material
used by them. The products are delivered to them with the very convenient ways such as over the
door steps as well as it will be economical for them. Thus, the delivery, exchange and return of
product will be very prompt and quick as well as less complex.
How: To increase the efficiency of firm in the online dealings than it would become
convenient for them in having adequate returns or profitability. Need to make collaborations with
various retail giants which in turn helps in making the adequate dealings for them as well as
gather the large numbers of consumers. Facilitating the favourable or convenient services to
consumers such as delivering the good insight their home just to unlock their front door with the
help of application named as Amazon Key System.
Aims and objectives
Aim- "To determine the most influential factors of online shopping that affects the purchase
decision of consumers- A study on Amazon's home delivery".
Objective-
 To identify the recent trend of online shopping in UK.
 To ascertain the factors resulting in a rising growth of online shopping.
 To investigate the ways in which the purchasing decision of buyers get influenced while
shopping online from Amazon.
 To recommend ways in which the home delivery of Amazon can attract a large set of
consumers through Amazon Key System.
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Research questions
 What are recent trends in the online market of UK?
 What are the factors influence growth of the online shopping?
 What are the ways on which purchase decision of buyers get influenced while buying
from Amazon online market?
 What are the delivery methods which attracts buyers for online shopping and Amazon
Key System?
b) Conducting Literature Review
According to various researches over consumers' preference and their buying behaviour
which leads business to make the adequate changes in the operating activities as well as in the
production that will be convenient and satisfactory to consumers. In accordance with
Kuoppamäki, Taipale and Wilska, (2017), in the current era the increments in the online retailing
has been rises it is due to the shopping techniques of the buyers has been changed. They want to
be more relaxed while making sales or purchasing any article. The convenient level of making
online order is effectively higher than in comparison with any shopping mall or retail store. It
will be convenient to people because they are free and independent to make the adequate
comparison between prices and material used bay various brands in producing as unit. Kim and
et.al., (2017) criticised that, in context with making the online shopping the individual will not
being able to understand the quality of products as well as they will be increment in the
competition between various businesses. Thus, such challenges or competitions will affect
economic conditions of such firms.
In accordance with Bilgihan, Kandampully and Zhang, (2016), as per meeting the
challenges as well as attracting the large numbers of buyers to purchase the products of business
there will be reduction in the prices of such commodities. Hence, it the fall in the rates over
goods than it will simultaneously affect the quality of them. Thus, such changes will influence
the brand image as well as provokes consumers to make the switch towards another brands.
However, as per the views of Suel and Polak, (2017), in making the reduction in the prices with
eventually disturbs the price mechanism of business as well as affect the profitability. There will
be various factors which in turn affect the revenue gathering of the firms as well as the main
reason behind downfall of such online retailers. There will be obstacles in making the online
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dealing so the products which are due to availability of substitute products as well as duplicate
brands which are affecting the business operations of such online retailers.
However, Allen, Piecyk and Piotrowska, (2017) stated that, in terms of increasing the
work efficiency of business there is need to make the adequate business decisions which will be
relevant with the delivery systems as well as supply chain of such commodities. There is need to
have collaborations with various successive brand s in all the segmentation of business such as
food and beverages, textiles as well as electrical gadgets. Van Duin And et.al., (2016) said that, if
the online retailers make deals in all the segmentation then they will become able to attract large
numbers of stakeholders which in turn helps the organisation to improve the economic
conditions of the business. Thus, due to increment in the online trend various sectors such as
medical, cosmetics etc. are become beneficial. In accordance with Suel and Polak, (2017), online
shopping become easy for the buyer who has serious diseases and the medicines they used to
have in their treatment are not easily available in the local market so they could become able to
have them through online retailers. Thus, it can be said that, use of such technologies which in
turn brings the reforms in all the marketing areas.
As per the views of Tontini, (2016), online trading is the best method in which the bards
can be able to make the adequate marketing as well as promote their products in the market
which in turn helpful for buyers to fetch the large public attention as well as increase in the
profitable gathering of the business. Thus, there will be invitation to various challenges as well
as tough competition through the world but at the end it all depends over the consumers
preferences. In context with Ding and Lu, (2017), increase in the competition will influence
fluctuations and changes in the fashion, trend as well as consumers view point. There will be big
gap between opportunities and the operational activities of the business.
Zheng and et.al., (2017) demonstrate that, the online shopping will be the best method for
organisation in making the adequate electronic commerce as the buyers can easily gain
information from various brands which in turn makes profitable dealings for the consumers as
well as corporations. The buyers used to access the authenticated cites of such dealers and place
their order for the preferred commodity. Criticised by Kuoppamäki, Taipale and Wilska, (2017),
that In terms of presenting the products online people will god for making deals at such online
businesses and the market share of such retailers will be at bull and this will help in their revenue
gathering. Thus, in accordance with the offline or local retailers of various location the business
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conditions for them which will be threatening as well as they will have reduction in attracting the
consumer which in turn affect the sales of such retailers (Suel and Polak, 2017).
Kim and et.al., (2017) said that, in the present era the trend which are being enacted in
the current environment is the increment in online business for textile industries. However, it
would become easy for the buyers to know the various online retailers and various big brands are
attracting consumers to purchase such articles. Thus, purchasing online will be fruitful for them
in making transaction of money as well as making return of such sales (Bilgihan, Kandampully
and Zhang, 2016). Thus, it can be said that such techniques will be fruitful and convenient for the
individuals to make the quick transactions in terms of purchasing and selling any article. In
accordance with the views of Bilgihan, Kandampully and Zhang, (2016), the online trend bring
digitalisation as well as facilitates the adequate organisational opportunities for the entity. There
can be use of such business operations which in turn helpful for provoking the use of online
monetary transactions such as credit cards, debit cards and electronic transaction of funds from
one account to another account. Hence, this market reform has brought the changes in the
technology as well as motivates the knowledge of individuals towards any products, brands and
services (Kim and et.al., 2017).
In accordance with (Mackey and Gass, 2015), it will be beneficial or convenient to
buyers to have their order at their door stapes or may be inside the door. To facilitate such
techniques there will be need of making the adequate improvements in the operational
techniques such as high security, a registered delivery agent and the most appropriate security
system. Therefore, with the help of such techniques the business will have favourable growth and
it may achieve a huge success. (Suel and Polak, 2017) criticised that, in terms of facilitating such
services there will be chances of having theft and unlawful accidents that may cause a big loss to
owners. If there is any breach in the security system than it will be negative drawback for
organisations.
c) Research methodology
It is one of the most considerate section where the researcher is mainly responsible to
undertake a thorough study with carefully applied measures. For this purpose, this unit serves as
a systematic base for both the investigator as well as the readers to make a clear comprehension
of the undertaken investigation. Although, it together represents a vast section consisting of
various applied tools and techniques that are as discussed below-
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Data collection- This represents an utmost concern of the investigator to choose from the
best possible methods of data collection. In general, there exists two leading measures namely
primary and secondary where a primary data is more accurate in comparison to another
technique called secondary data collection (Flick, 2015). This is on considering the nature of
primary data collection in which, the investigator is enabled to collect fresh information for the
very first time. It is however due to its direct tactic of gathering data by directly interrogating the
targeted set of respondents who are willingly participating into the study. In contrast to which,
the secondary collection of data represents a totally distinct approach where the investigator is
required to refer to some previously carried studies in a similar research area.
Apart from this, the secondary data collection measures together indicate a prime
requirement of other secondary resources involving the use of books, journals and certified
websites. It is therefore on referring to the undertaken measure of present research work, the
investigator will be using both primary and secondary sources of data as a way of collecting
authenticated information from reliable sources (Vaioleti, 2016). This will together assist in
carrying out a comparative study where the surveyor will be able to compare among the data
generated from both the sources as a way of reaching to valid outcomes at the end. The present
study is based on the investigation of Amazon’s online shopping where its home delivery is
required to be scrutinized by the researcher. For this purpose, not only the governmental sites
will be used by the researcher but the official website of the company will together be used.
Research paradigm- A research paradigm is stated to be a set of such common
philosophies and agreements that are usually shared among the researchers for understanding a
particular research problem. However, the research paradigm is categorised into 3 distinct parts
namely, ontology, methodology and epistemology, each with a distinct deliberation. It is where
an ontological study is focussed on addressing the reality which is with a distinct finding of
epistemology focusing upon the way in which a knowledge will be attained and lastly, the
methodology determines the way in which, one is going to find out the above determined gap
(Gast and Ledford, 2014). Considering all these classifications of a research paradigm, the
current study will be based upon the utilization of methodology to carry out this research.
Considering this aspect of study, a positive paradigm has been selected over here where the
researcher will conduct a survey. Herein, the ontology will depict a single realism that can be
measured with a prime focus on the use of valid and reliable tools. Lastly, it also proves the use
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of quantitative method that involves proper sampling of data to undertake a statistical analysis
with assistance of questionnaire for conducting survey.
Research strategy- This is mainly in context to a chosen design of the study where its
selection is entirely dependent on the nature of the subject matter. Considering this, the present
research work indicates a mixed tactic comprising both inductive and deductive approach.
Herein, the strategies under deductive approach determines the use of survey where the regular
customers of Amazon will be interviewed with the help of a framed set of questionnaires
(Mackey and Gass, 2015). Apart from this, on considering the use of yet another research
approach called inductive, it will reflect the use of both ethnography and archival research where
ethnography is firmly rooted in this research approach demonstrating the use of inductive
approach. Its main purpose is to make a mere description of the chosen subject of the research as
a way of explaining its relative aspects.
It is however referred to be a time-consuming strategy where a large set of researchers
mostly avoids using the same. Another research strategy called archival strategy is based on the
managerial records that are documented within the firms like Amazon (Taylor, Bogdan and
DeVault, 2015). This strategy will be vitally used in this study where the documented records of
Amazon will be used as a way of gathering secondary data from secondary resources. Overall,
on considering the application of a mixed approach, a case study research strategy is referred to
set a perfect example over here. This is for instance to carry out an empirical investigation with
special reference to Amazon and using more than one sources of evidence.
Data sampling- This is to demonstrate the use of sampling technique in this particular
research work where in general, there exists total two distinct methods namely random and
purposive. A random sampling is in accordance to its suggested name where there exists a
haphazard selection of respondents. It is totally in contradiction to another referred method called
purposive where the participants are selected with a considerate approach (Weber, 2017). This is
for instance to state about the random technique of sampling in which, the participants will not
be selected by considering a specific goal. Whereas, another method called purposive sampling
technique reflects an entirely distinct consideration of the researcher to purposively select the
respondents on the basis of a specific goal. As a result, to which, it totally represents a goal based
approach of sampling done by the investigator.
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In the current proposed study, the factors that largely influences the buying decision of
consumers while making online purchase of commodities will be investigated. This in turn
reflects the need of a random sampling method where the regular customers of Amazon will be
randomly chosen with a motive of conducting survey and attain their responses (Humphries,
2017). 100 regular consumers of Amazon will be hereby targeted for collecting liable responses
addressing the questions that will be asked to them with assistance of a formulated questionnaire.
It thereby determines the sample size of this study 100 customers will be interrogated
considering all ethical aspects of researching and taking a prior approval from them for the same.
This is mainly on considering a foremost requirement of making a willing contribution in the
study with no forceful agreement.
Data analysis- This is referred to be the most viable part of this section, on whose basis,
the researcher will be able to generate effective outcomes at the end. There exist two distinct
analytical approaches namely qualitative and quantitative. The present study has shown the use
of quantitative analysis with assistance of certain numerical tools. SPSS will be playing a major
role in this study to generate a liable set of data by applying some tests of statistical testing,
correlation and regression, etc. A qualitative analysis of data involves a mere evaluation of
different themes based on the findings generated from the carried research and gathered
information with assistance of binding sources. It is known to support subjective studies that are
more theoretical in nature. However, the current study has reflected an objective subject matter
with more demand of statistical implications.
This type of research generally includes very few variables and several number of cases
and is also known to employ the best suited measures as a way of assuring a valid and reliable
study at the end. There together exists some other vital benefits of such quantitative data analysis
where it permits the researcher to conduct a more broader study in comparison to qualitative
studies (Creswell and Poth, 2017). As a result, to which, this type of evaluation enables in the
generation of more objective and accurate results by improving the simplification of a chosen
subject matter. Such analytical approach is together known to avoid the adoption of any biased
practice by the investigator and input any of their personal insights in the study.
d) Critical discussion of various market research philosophies and strategies
Research philosophies are regarded as a crucial factor to be consider while conducting
any research. It should be however recognised that it is vast topic and thus, scholars are
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