Dissertation: Cross-Culture Effect on Online Shopping Behavior

This dissertation investigates the impact of cross-culture on online customer shopping behavior, with a specific focus on AllSaints, a UK-based retail company. The research explores the concept of cross-culture, examining how cultural factors influence consumer behavior in the context of online shopping. The study delves into the tools AllSaints employs to assess online customer shopping behavior, identifies the role of cross-culture in this assessment, and develops strategies for understanding and predicting customer behavior. The dissertation includes a literature review, research methodology, data analysis, and ethical considerations, culminating in conclusions and recommendations for AllSaints and the broader retail industry. The study emphasizes the importance of cultural awareness in international business and e-commerce, highlighting how understanding diverse cultural backgrounds can improve customer engagement and drive sales. The dissertation aims to provide valuable insights for businesses seeking to enhance their online presence and cater to a global customer base.

Dissertation

Table of Contents
Title: The effect of cross culture on online customer shopping behaviour......................................1
INTRODUCTION...........................................................................................................................1
PROBLEM STATEMENT..............................................................................................................1
RATIONALE (BACKGROUND OF THE RESEARCH)..............................................................2
RESEARCH AIMS AND OBJECTIVE..........................................................................................2
RESEARCH QUESTIONS.............................................................................................................3
SCOPE OF RESEARCH.................................................................................................................3
SIGNIFICANCE OF RESEARCH..................................................................................................3
BRIEF LITERATURE REVIEW....................................................................................................4
Concept of cross culture.........................................................................................................4
Different tools which are used by AllSaints for assessing online customer shopping behaviour
................................................................................................................................................6
To identify the role of cross culture while assessing behaviour of customers at the time of
online shopping......................................................................................................................8
Strategies for ascertaining the behaviour of online customers..............................................9
RESEARCH METHODS..............................................................................................................11
SAMPLING ..................................................................................................................................13
QUESTIONNAIRES.....................................................................................................................13
DATA ANALYSIS AND INTERPRETATION...........................................................................16
ETHICAL AND CONSIDERATION ..........................................................................................32
CONCLUSION..............................................................................................................................32
Conclusion............................................................................................................................33
Recommendation:.................................................................................................................34
Reflection.............................................................................................................................35
REFERENCES................................................................................................................................1

Title: The effect of cross culture on online customer shopping behaviour
INTRODUCTION
Culture refers to the sum of various of components like knowledge, experience, attitudes,
religion, meanings, values and many other things. Cross culture is the combination or merger of
two or more cultures. Cross culture is considered as the initiative of business organisation which
is adopted for the purpose of enhancing their knowledge of different cultures or groups (Bai, Yao
and Dou, 2015). The main aim behind this concept is to increase understanding of companies on
various kind of culture so that they could provide best services to its customers. Business
organisation operating their businesses at international scale gives more preference to this
concept as it contributes in making their business successful at international scale. With the
present global environment, it has been analysed that business organisations are now using
online platform for providing and offering products and services to their potential. For this, it
required by the companies to initially enhance their own knowledge regarding different cultures
which will provide them benefits in the future. This concept is not only impacting upon
businesses but it also influences buying behaviour of customers at the time of buying product
online. It can be said that culture plays an essential role in customer's life as their behaviour, way
of thinking, perceptions are strongly built with culture only. It also influences their decision
making process while buying the products and services through online websites. This present
Dissertation is based on AllSaints, a UK based retail company which is offering its products and
services across the world. The company is also offering its products on the online websites and
mobile application in order to make it easier for customers to purchase their desired product
without even visiting any outlet of company (Carlson, O’Cass and Ahrholdt, 2015). For this, the
company is conducting an effective research for enhancing their knowledge on cross culture and
its effect upon consumer shopping behaviour. This will help company in strengthening their
access over customers which will definitely increase its profitability level.
PROBLEM STATEMENT
“Lack of awareness about customer behaviour due to diverse culture”
AllSaints is already offering its services in the international market and is focusing on
enhancing its presence in the leftover countries too. The company is currently facing issues
related to customers as their sales figures are not increasing. While finding out reason behind
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this, it has been identified that employees of the company are not having sufficient knowledge
about different cultures of nations in which they are operating their businesses (de Bellis and et.
al., 2015). This also resists company in understanding consumer behaviour while they are
shopping from online stores. As a result, all of these problems together impacts negatively on the
business growth of AllSaints.
RATIONALE (BACKGROUND OF THE RESEARCH)
Present research is being conducting for AllSaints, a UK company belonging to retail
sector. This company was founded in 1994 and headquartered in London United Kingdom.
AllSaints is having around 232 stores across the world which are being handled with
approximately 3200 employees. AllSaints is completely belonging to fashion industry which
offers all kind apparel to every age group customers in near about 27 countries.
The main purpose of this research is to enhance knowledge on cross culture and its
influence over the shopping behaviour of customers. This study will help researcher in
improving their knowledge on chosen topic which is beneficial for their career growth. The
another purpose of the present research is to enhances knowledge of employees belonging to
AllSaints. This will be helpful for the company in understanding purchasing behaviour of
customers while they are shopping from online stores (Faqih, 2016). This will contribute in
improving sales performance of AllSaints on online platform. Researcher may also work in
AllSaints in future as with the conduction of research investigator would be able to increasing
their knowledge about company along with its working activities which motivates them to
perform research effectively. This will help them in working effectively with the same company
in future in appropriate manner.
RESEARCH AIMS AND OBJECTIVE
The current dissertation mainly aims to analyse the effect of cross culture on online customer
shopping behaviour. Researcher have chosen AllSaints for conducting this research effectively.
In this regard, researcher have formulated below mentioned aims and objectives for executing
this research in effective manner:
Research aim:
“To analyse the effect of cross culture on online customer shopping behaviour” A case
study on AllSaints.
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Research objective:
 To understand the concept of cross culture.
 To evaluate different tools which are used by AllSaints for assessing online customer
shopping behaviour.
 To identify the role of cross culture while assessing behaviour of customers at the time of
online shopping.
 To develop strategies for ascertaining the behaviour of online customers.
RESEARCH QUESTIONS
The investigator have further prepared research questions on the basis of objectives in
order to provide appropriate guidance for winding up this research effectively. In context to the
present research, investigator have formulated some of the research question which will going to
be considered by research in order to identify desired solutions for it. All of the prepared
research question for this research are defined as below:
 What is cross culture?
 What are the different tools which are used by AllSaints for assessing online customer
shopping behaviour?
 What is the role of cross culture while assessing behaviour of customers at the time of
online shopping.
 How can strategies be developed for ascertaining the behaviour of online customers?
SCOPE OF RESEARCH
Scope for the current study is very vast in nature as this research will develop additional
options as well as solutions in front of companies by which they improve shopping behaviour of
customers. It will also raise opportunity for AllSaints as by having in depth knowledge on cross
culture, employees of this company enable to provide best product to its customers.
SIGNIFICANCE OF RESEARCH
The Present research mainly revolves around the topic that is effect of cross culture on
online customer shopping behaviour. The chosen research topic is highly important for the
AllSaints as it will provide desired and helpful information to the company by which it can
improve their understanding on customer behaviour during online shopping. This research will
also going to be proven as effective for overall retail industry as they can understand both the
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positive as well as negative impact of cross culture over business growth of the company. With
the help of this research, AllSaints can also aware its employees about interrelationship between
cross culture and shopping behaviour of customers at the time of online purchasing (Kaur and
Khanam Quareshi, 2015). Thus, present dissertation will overall enhance sales of retail industry
as it will guide them way of serving and satisfying actual requirement of the customers
belonging to different cultures during online purchasing. On the basis of academic viewpoint,
present dissertation will enhance knowledge of scholars and also help them in conducting more
effective research in future with valuable outcome.
BRIEF LITERATURE REVIEW
Literature review is an in-depth study of particular topic from perception of different
authors or writers which is collected through secondary sources. This section helps an individual
in identifying actual thoughts of people on a similar topic. By this, it is easier for researcher to
carry out relevant opinion or evaluate their own thinking pattern. In the present desertion,
researcher will provide descriptive literature review on four research questions which will
provide answer to overall study (Lim, 2015). With reference to the present scenario, this section
will cover up information about cross culture, different tools which could be used by AllSaints
for assessing online customer behaviour. Further, it will also elaborate about role of culture while
assessing behaviour of customers at the time of online shopping. In the last part of this section,
various strategies will going to be developed in order to ascertain positive behaviour of online
customers. In a whole sum, this section collaboratively provide detailed information to the reader
regarding theories and concepts given by various writers and authors in their past researches
which has be considered by researcher for executing this section in effective manner.
Concept of cross culture
As per the thoughts given by Bird and Mendenhall, (2016), it has been analysed that
cross culture is considered as the sum of two or more cultures belonging the same or other
nations. With reference to business organisation, it can be said that it is the efforts of company
which are placed for acquiring knowledge on the different cultures in order to succeed at
international level. This grabbed knowledge or understanding helps company in enhancing
chances of the success as marketing team of company prefers to reach clients belonging to
different culture in order to increase their number of customers. Along with this, it has been
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analysed that an effective and valued knowledge on cross culture can be grabbed by adopting
effective communication practices. It can be said that healthy cross culture communication plays
an essential role in the growth of company operating its business at international level. It is
evaluated that cross culture is an essential factor for the business organisation working in
international market. This is because by considering this information during formation of
strategy or approach a company become able to raise profitability. In this regard, many large
scale companies are conducting training sessions for their employees who are interacting with
the different culture of people at regular basis (Fisher-Borne, Cain and Martin, 2015). These
training sessions will help employees to improve their communication skills which helps them in
interacting with different culture people in effective manner. It can be said that, training about
different cultures not only improves skills of employees but it also provides huge level of
benefits to business organisation as well.
Apart from this, it has been identified that knowledge about different cultures helps
companies in improving their command over the customers as with right knowledge they can
satisfy potential customers in effective manner. It has been analysed that culture not only affects
business with the face to face interaction but it also influences during different forms of
interaction. For example: Companies like AllSaints which is operating its business activities at
international scale as well as it offers its retail product through e-commerce sites to customers.
Business of this company is also influenced with cross culture as it is difficult for its employees
to deal with different culture people through online sites (Foronda and et. al., 2016). This is
because, customers belonging to different culture have different taste and preferences, they may
reflect completely different response towards products. Thus, it is important for AllSaints to
conduct some common training session for its employees in which they can grab basic
knowledge different culture with which they are dealing at regular basis. As a result, it will
ultimately improve basic knowledge of employee which is helpful for them in their personal as
well as professional development.
In addition to this, knowledge of cross culture also helps companies in assessing buying
behaviour of customers, no matter whether they are purchasing their product from the store or
online. It can be said that interaction with customers in form of face to face communication is
quite easier as compared to long distance interaction which is done with the medium of
technology (Woodhead, 2015). This is because, customers who prefer for shopping online are
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large in number which makes it difficult for employees to understand their taste and preferences
with the formal chat or calling (Goldstein, 2015). On the other hand, at the time of face to face
communication, it is easier for employees to understand actual requirement of customers as they
can handle the situation with the gestures or expression of customers. This technique helps
individual in improving their relationship with customers by fulfilling their requirement
effectively. As a result, it contributes in maximising profitability of company with satisfied
customers. This also enhances chances of success for business organisation in international
market with cross culture people.
Different tools which are used by AllSaints for assessing online customer shopping behaviour
According to the thought of Bonetti and Perry, (2017) it has been analysed that large or
medium scale organisation performing their business activities at international level are highly
dependent on customers as without appropriate support of them, company could not survive for
long term in international market. For this, companies are using different tools for analysing
buying behaviour of customers when they uses online medium for purchasing their favourite
products. It can be said that these tools are used by companies on the basis of nature and size of
their business. Assessment of customers who are buying products online is completely different
from the one who are buying it from retail stores. It has been analysed that assessment of
consumer behaviour for online shopping requires huge level of data (Jang, Kim and Lee, 2015).
It is very difficult for employees to target their desired audience as they are not able to specify
who is their customers and what are their actual requirement or queries. This simply creates
situation for adopting the methodology of assumption as it might provide somewhat similar kind
of data to company. Some main among them which are adopted by one of renown company of
United Kingdom, that is AllSaints are defined as below:
Social Media: It is considered as the free online tool which provides actual evaluation of
data received from the social sites (Top 7 Tools for Customer Insights, 2019). This tool also
arranges response of customers towards single brand name of the company in a sequential
manner. This helps company in identifying that in actuality how many customers are visiting
their web pages or mentioning them on social channel. This tool basically includes review of
products, top keywords, review of sites, usage of hashtags etc. It can be said that, it is the best
tool which help companies in identifying that how many people are actually showing their
interest towards products and services which are offered on e-commerce sites.
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Google Analytics: It is the analytical software that is mostly used by business
organisation for checking traffic on their own website. It also covers up overall performance of
company or its activities on different web pages. The software also tells company about its
customers. Its information mainly revolves around facts like geographical location of customers,
measurement of time which is spent by customers on online websites (Parker, Roper and
Medway, 2015). Most popularise feature of google analytic is goal funnel which allow its users
to trace the personal interaction of individual made on site. Along with this, the software also
reflects maximum used keywords which have been used by users for finding out specific site of
the company. It can be said that this software is helpful for companies in identifying their actual
users and customers who are using their websites and mobile application for shopping their
desired products. In context to AllSaints, it can be said that this company can use Google
analytics as its software in order to analyse shopping behaviour of customers. It has been
evaluated that with the help of this software, AllSaints could identify actual response of
customers toward the company within period of time. In addition to this, the company could also
find out new strategies or alternative ways by which they can influence interest of customer
towards them. This will leads to in enhancement of customer base for the similar company which
remains loyal to the customers at the time of online shopping.
Youtube analytics: It is the another common analytical tool which is used by companies
to evaluate behaviour of customers. It has been analysed that this tool is basic used for evaluating
information available at Youtube channels and different comments that are posted by customers
over social media sites. It can be said that this tool is much effective for AllSaints as it will
provide actual perception and thoughts of customers during online shopping. In addition to this,
it has also been identified that customer also shares their true experiences on the comment
section (Sharma and et. al., 2016). This helps company in evaluating customer's behaviour,
thoughts and interest towards AllSaints and its product. As a result, they easily find out their
positive sides as well as negative side. On the basis of this, company can also overcome their
negative side and find out new way by which they gain interest of customers.
On the the basis of above specified different tools, it can be said that all of them are
helpful for AllSaints as well as other companies belonging to retail sector. This is because, all
these tools helps company in accessing actual perception of customers which influences them at
the time of online shopping. In addition to this, it is further analysed that these tools also helps
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company in identifying geographical location of customers. On the basis of this, the company
can easily check out that which area of customers are not providing business to the company.
Thus, they could focus on the specific region and focus on strategies by which they could attract
customers of that specific area. As a result, profitability of the company could be maximised
rapidly.
To identify the role of cross culture while assessing behaviour of customers at the time of online
shopping
According to the perception of Lovelock and Patterson, (2015), Cross culture is mainly a
interaction and comparison in between two or more culture, values, beliefs, norms and
understanding. While, consumer behaviour is a study which is done to extract experiences, ideas,
consumption, disposal of product by consumers. In this, a study has been conducted to evaluate a
great depth of consumer behaviour in relation to how and when a customer or a group select,
buy, utilize and dispose a product. In relation to this, cross culture study mainly emphasizes on
culture differences and its impact on behaviour of consumer in an international market. Cross
culture benefits a company to diversify their market and expand their range of advertising. With
the help of cross culture, companies performing their functions in international market can get
bigger share of industry. For this they are required to know the power of advertising in order to
influence individuals from wide culture (Amaro and Duarte, 2015). Cross culture provide
numerous advantages to customers as they can get wide range of options from which they can
choose their actual choice. For this, companies providing their products and services in global
market is required to formulate and use various innovative tools and techniques as to understand
behaviour of consumers form different culture. As every nation has its own set of culture and
beliefs which automatically impact behaviour of a consumer in many aspects. It is important for
AllSaints to have adequate and related informations of a country beliefs, customs and values in
which they deal on international level as to provide satisfactory and adoptable products and
services to consumers (Hudson and et. al., 2016). It is essential for those organisations who
conduct their activities at global platform to learn culture and beliefs of those countries in which
they are selling their products as to make themselves acceptable, for example, form of
advertising is far contrasting in American and Arabian culture. In addition to this, choices and
perceptions of consumers also varies at great extent therefore, it is required for international
companies to conduct a formative market strategies as to offer their products and services in
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international market in acceptable way. In context with this, individuals when do their shopping
by taking advantage of online medium have wide range of options from which they can choose
their alternative. Cross culture aids an individual to expand their area of interest and get what
they want. In addition to this, it can also help them to get influence by other society's unique
culture (Tarhini, Hone and Liu, 2015). While consumer have various advantages such as they
can properly take their time to conduct research on a product or a service they want. Cross
culture helps company to evaluate reviews and recommendations of customer from various
locations. This support them in making their own decisions effectively and offer most
appropriate product and services.
Strategies for ascertaining the behaviour of online customers
As per the thoughts presented by Luo and et. al., (2016), in today's world, online
shopping is more preferable by customers than physical shopping because of latest trends, offers
and discounts provided by online shopping platform. Consumer behaviour refers to why and how
an individual is making decisions related to their purchase of goods and services. Buying process
of consumer is very complex in nature as both internal as well as external factor affects the
purchasing decision of consumer. It is assumed that there are six factors which influences the
consumer online purchasing or buying behaviour. These factors are price, convenience, levels of
security, variety of products, web design and reliability.
Problem identification:
First and the most important step is to identify and analyse problems faced by customer.
Before identifying any problem, it is necessary to know that if problem really exist in the
environment or not. After analysing external or internal environment, sufficient data is available
to identify problem. Once problem area is identified, resolving problem become easy. Common
problem which is faced by consumers at the time of online shopping is quality of product (Crifo
and Forget, 2015). It is one of the major issue because no guarantee is provided by online selling
platforms about product's quality. Second common problem faced by customers are additional
charges like shipping cost and delivery charges. Lack of security, payment issue are some other
problems which affect the buying behaviour and decision of customers.
Information search:
Once problem is identified, second step which is information search starts. It is the stage
where customer start searching about the internal as well as external factors in order to find out
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the product that can satisfy the needs and wants of customers. Information about the product can
be searched from friends, family, relatives, printed sources, personal contacts, and many more.
Consumers can rely on different medium of advertisements or promotions such as online
promotion, print, visual aid, online media. Consumer gather enough information about the
product and services they want to purchase, before spending their money (Gera and et. al., 2017).
Alternatives evaluation:
This is the third stage of buying decision of consumer process. In this stage, consumer
evaluate all the possible alternatives which satisfies their needs and wants. They identify
products and services on the basis of attributes. Sometimes consumers compare goods on the
basis of their price, terms, conditions, warranty and guarantee. In case if they found better
product then their preferred brand they easily switch to another.
Purchasing decision:
This is the fourth stage where a customer actually purchase the product. At this stage,
customers made it very clear in their mind that what brand they are going to purchase. Because
of the evaluation process, consumer is able to know what brand is going to satisfy their needs
and wants. Marketers must identify the reason behind their dissatisfaction and try to remove
them by providing sufficient information and satisfaction towards the products and services.
Marketing plays a vital role at this stage because consumers are influenced by the product
design, cost, after sales services, quality and customer satisfaction.
Post-purchase behaviour:
This is the last and final stage in which after purchase behaviour of customer is been
analysed. After purchasing products, customers either be satisfied or dissatisfied. Satisfaction
and dissatisfaction of consumers towards the product is checked at this point. Post purchase
behaviour of customers, express how an individual feel about the product and whether their
needs are satisfied or not (Chiu and Young, 2015). If consumer feel that the product they have
bought met their expectations, then they become loyal customers of that product. Post purchase
behaviour helps in identifying the drawbacks of products or services offered by them to their
customers which further helps them in modifying their products for satisfying consumer's need.
According to this study, various contributions are made to the online shopping literature
that brings more knowledge and helps in extending existing information, with the help of
developing a clear perceptive of what contribution and effort online shopping made. Along with
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