Research Report: Digitalization Practices & Customer Behavior

This research report investigates the impact of digitalization practices on customer buying behavior, focusing on a case study of Morrison, a major player in the retail sector. The report begins with an introduction that outlines the increasing importance of digitalization in today's business environment and its potential to enhance organizational performance. The research aims to determine the impact of digitization practices on customer buying behavior, with specific objectives including defining digitalization practices and customer buying behavior, examining Morrison's digitalization practices, analyzing their impact, and recommending strategies for improvement. The methodology employs a qualitative research approach, using inductive reasoning to analyze collected data and apply relevant theories. The literature review explores various themes, including the effectiveness of digitalization in changing business operations, the influence of digital practices on consumer behavior, and the role of social media in enhancing user experiences. The findings section presents data analysis and presentation, while the discussion section interprets the data. Finally, the report concludes with recommendations for improving digitalization practices and implications for further research.

Research Project

TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION..............................................................................................1
CHAPTER TWO: LITERATURE REVIEW..................................................................................3
CHAPTER THREE: RESEARCH METHODOLOGY..................................................................7
CHAPTER FOUR: FINDINGS (DATA ANALYSIS AND PRESENTATION).........................10
CHAPTER FIVE: DISCUSSION (DATA INTERPRETATION)................................................16
CHAPTER SIX CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................18
REFERENCES..............................................................................................................................20
APPENDIX....................................................................................................................................22

CHAPTER ONE: INTRODUCTION
Title: Impact of Digitalization practices on customer buying behavior.
Background of the study
In the present business environment, scope of digitalization has increased as compared to
previous which is basically boosting performance of organization. Digital practices are highly
contributing to enhance performance of organization by inclining efficiency and productivity to
increase profitability of organization. Trends in retail sector is changing which require firm to
focus on gaining significant information in turn higher ability to coordinate with changing
requirements can become possible. There is rapid change in technological utilization which has
increased needs of firm to concentrate on applying such course of action that can contribute in
meeting requirements of customer. There are several platforms which are used by firm for
connecting with customers so that accomplishing objectives of organization in effective manner
can become possible. The current report is based on Morrison which operates in retail sector
and holds the position as one of significant participant. The recent study will involve impact of
Digitalization practices on customer buying behavior.
Research aims and objectives
Aim: To determine the impact of digitization practices on the customer buying behavior: A
study on Morrison
Objectives:
 To determine the concept of digitalization practices and customer buying behavior in
business
 To examine digitalization practices adopted by Morrison
 To analyze the impact of capitalization practices on customer buying behavior in
Morrison
 To recommend strategies for improving digitalization practices to impact customer
buying behavior
Research question
 What is the concept of digitalization practices and customer buying behavior in business?
 How to examine digitalization practices adopted by Morrison?
 How to analyze the impact of capitalization practices on customer buying behavior in
Morrison?
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 Which are recommend strategies for improving digitalization practices to impact
customer buying behavior?
Rationale of the study
The main reason behind conducting particular research is to analyze the impact of
digitalization on buying behavior of customers. It is important for the organization to give
emphasis on having significant application of digitalization activities in turn higher profitability
can be derived. This is considered to be one of the significant issue which is required to be
ascertained for having relevant information regarding significance, impact and strategies to
improve prevailing performance. It is helpful in gaining depth details so that appropriate
approach to improve prevailing situation become possible.
Significance of study
The particular research based on assessing the impact of digitalization practices on
customer buying behavior will be helpful to make appropriate decision in turn higher
profitability and sustainability can be derived. Morrison as being one of the successful operator
in the retail sector require focusing on having relevant processing by identifying crucial factors
that influences purchasing decision. The recent study is useful for similar organization which are
participating in same sector as details of relevant insights regarding factors affecting, etc
affecting purchasing decision. Learners who are conducting research on particular research topic
can get information in order to conduct effective study.
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CHAPTER TWO: LITERATURE REVIEW
Theme 1 :
According to Hendriarto, (2021) the digitalization practices the use of digital technology
is called digitalization. Digitalization has been found to be very effective towards changing the
business operations. It can be said that with the help of the business model and revenue stream
the business opportunities. Digital transformation is considered to be very useful for the business
in order to bridge the digital strategy towards transformation. Imgrund and et.al., (2018) added
to that by saying that some businesses are more active in utilization of digitalization which helps
them in transformation of their enterprise towards a wider phenomenon. This transformation of
the business activities. Processes. Competencies and models has the power of leveraging the
changes and opportunities of digital technology. This across society in a strategic and prioritized
way. This allows the business in the creation of innovation and inventions to their business
operations.
As per the view of Ilcus, (2018) consumer buying behaviour refers the those actions
which are taken by the consumers for buying a product and service. In this process the
consultation of search engines, towards engaging with social media posts for the variety of the
other actions. Businesses try to influence the consumer behaviour through different ways which
may or may not include the digitalization process. It is the process of successfully influencing
the consumers for impacting the process of the business. Kraus and Kraus, (2021) support
through the analysation of experience which the customers have while walking in the store is
also something which influences their decision for behaving. There are many digital practices
which are done by the business for providing efficiency in the organizational practices. The
consumer behaviour decision also depends on of the factors which include the culture, social,
personal and also the psychological.
Theme 2 :
From the analysation of Cagle, Yılmaz and Doğru, (2020) it was understood digital
practices is imperative for all the business. Application of the digital practice needs to be on the
problem statement which would provide the clear opportunity for the aspiration goal. Generally
the business use digitalization for improving the customers experience, increasing productivity
and elevating profitability. Business utilizing technology is able to attract more customer and
talent. Laudien, Bouncken and Pesch, (2018) support this by saying that businesses are able to
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automate its operations which would help their operations for helping with the topics and data
analytics, technologies and software. The customer view for products and services is considered
to be very cool for leadership and culture which can help in the developing an understanding of
the organization. Businesses take digital transformation for the many reasons it allows the
business to survive in the organization.
Analysation of Rachinger and et.al., (2019) can be understood with the help of the
consumer behaviour is said to be the analysation of the first visited for producing the online
practices which help in reading the customers review for assessing the prices delivery and
similar products of the organization. The business of the organization are required to produce the
content and the produce the creative extensive and products for description for the aspects that
focus on the organic and social media for the customer journey for staying relevant in the
competitive markets. Urbach and Röglinger, (2019) understood that the artificial intelligence can
undoubtedly should understand the significance understanding and impacts of consumer
behaviour. There are many organizations which promote the products and services that are more
effective and is considered to very influential in the convenience of choosing the products and
services. It can be said as the efficiency.
Theme 3 :
Hofacker and et.al., (2020) said that the impacts of the digitalization practices for the
consumer's buyer limited for the buying behaviours has been seen in the adaptation of the digital
marketing approach and strategy. The information which is needed in the work for consumer
behaviour is considered to be desire to improve their shopping experience and as a result of
forcing businesses adapt their digital marketing approach and strategy. It can be said as the
consumer behaviour which allows the organization in the gaining a better understanding of
market expectations. Gobble, (2018) argue on that by saying that understanding the consumer
behaviour practice helps in the analysation of the individual, groups for organization and
activities for associated purchase which is the disposal of the goods and services for the
consumers emotions attitude and preferences for affecting the shopping experience which is seen
in the sales figure. Social media is known to be one of the most effective use of digitalization for
enhancing the user experiences.
Cijan and et.al., (2019) analysed that the impacts of the digitalization is very clear on the
consumer decision-making. It can be said that the demand of products and services for the social
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media can provide the consumers of bigger voice and new channels for the communication of
the brands which helps the organization in accelerating the trends in the consumer for
acceleration of the company's evolution. Digitalization helps the business to get more and more
connected of consumers for the analysation of the organization. Moşteanu, Faccia and Cavaliere,
(2020) explained that the consumers are able to connect through the means of social media and
are able to develop good relations with organization. Customers are considered to have higher
expectation when they are directly or indirectly influenced by the technology of the business. It
allows them to expect more responsive, relevant and targeted communication of the products
and services which help the company to influence them directly or indirectly.
Theme 4 :
Legner and et.al., (2017) said that digital technologies are said to change dramatically the
organization through reshaping which is considered to be the effective in the industry. It can be
said that with the help of digital survey the organization is able to get the required feedbacks
such that they can successfully improve the performance of the equipment which provides the
sustainability in the changes in the long term. Taking feedbacks from the customers can help the
business in understand the changes they need to make in their practice for influencing the
customers decision-making process. Moşteanu, Faccia and Cavaliere, (2020) added to that by
saying that the importance of the factor for the success of the organization through the digital
changes. Digital technologies allow the organization to improve the employee productivity.
Digitalization of the organization has helped the business with calculation risk taking, increased
collaboration and customers centric and the previous research for showing the effects of the
organization performances.
From the evaluation of Laudien and Pesch, (2019) it can be understood that digital tools
which are used for the digitalization of the process which can support the success. Digitalization
is considered to provide the business with way in which it can improve the existing practices
through upgrades of the digital platforms. Digitalization can help the business in the modi-
faction of the different operations which would provide the technologies for development of
interactive tools. Luz Martín‐Peña, Díaz‐Garrido and Sánchez‐López, (2018) added to that by
saying that the traditional and digital methods are seen to follow the practices which are
considered to be successful for the transformation of more than three times. It can be said that
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key for the senior leaders for fostering a sense of urgency is towards making changes in the
practices which is helpful for good communication of the central practices.
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CHAPTER THREE: RESEARCH METHODOLOGY
Research type:
There are two types of research which can be used by research for conducting particular
research. It involves qualitative and quantitative research which is already taken into utilization
for accomplishing highlighted objectives. Qualitative research is related with obtaining
information from the theoretical point view. In addition to this, it pays attention on having the
experience, knowledge and view of particular segment in turn better decision can be formed.
Quantitative research is based on achieving numerical and fact based information. For recent
study qualitative research has been used for ascertaining views, experience and studying
theoretical concept. The main reason behind applying this type of research as studying impact of
digitalization activities on purchasing decision.
Research Approach
Inductive and deductive are two types of research which can be taken into consideration by
scholar. It is basically related with particular plan and procedure that consist information
regarding steps which will be followed by firm for carrying forward research. Inductive is
concerned with gathering data, looking for the pattern and developing pattern. Deductive is e
related with having theory, analyzing data and then developing theories. For the recent study of
analyzing the impact of digitalization practices on customer purchasing decision inductive
approach is suitable. In this data will be collected and then analyzed and applying theory so that
appropriate outcome to meet objective of examining such activities, etc.
Research Philosophy
It is associated with the pattern of collecting data, analyzing and utilization phenomenon for
having relevant insights to attain the objectives. There are two tow kinds of philosophy such as
interpretivism and positivism (Bouwman, Nikou and de Reuver, 2019). Interpretivism is based
on the principle which states detail explanation of collected data. Positivism is concerned with
factual knowledge gained through observation so that particular aspect can be interpreted.
Current report is based on ascertaining influence of digitalization activities on customers buying
decision.
Data collection :
Research tools has two forms of collecting data which is helpful in gaining significant
information so that purpose of conducting research become possible. Research tools play
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significant role in helping organization to have proper level of information so that meeting
objectives can become possible it comprises primary and secondary method for gaining details
regarding impact of such activities on customer buying behavior. The primary method is
basically gathering data from particularly for the specific issue which has not been used bu
others. Secondary research is related with gaining details from the journals, articles, books, etc
for supporting the collected data. The primary method uses tools like spreading questionnaire,
interview checklist, etc. In addition to this, the current research comprises utilization books,
journals, etc. In the primary method questionnaire has been sent to customers for understanding
their views, etc.
Sampling:
Selecting an appropriate form of segment of total populations o that significant data can be
obtained from them to fulfill purpose of recent study. There are different kinds of sampling
strategy which can be used by scholar for completing objectives of the current study involves
random, convenience, systematic, stratified, cluster, quota, snowball, etc. The current research
has utilized random sampling technique for gaining information for gaining opinions, views,
experience from the customer. 20 customers of Morrison has been selected by using the random
sampling technique for gaining information regarding the factors affecting decision-making
process.
Data analysis
This is the process which is considered to be systematic towards its application of the
statistical and logical techniques and description for the illustration and evaluation of data (Lee,
Falahat and Sia, 2019). The analysation of the responses which are collected from the surveys
that are considered to be essential in the implementation of the thematic perception technique.
The reason for the section of this analytical and qualitative data is effectual. This provides the
understanding of the importance of the qualitative data in the analysis in the research and its
techniques. For such a consideration of the analytical qualitative data is essential for the
different themes which are prepared for their preferences and analysation.
Reliability and validity
It can be said that ensuring the validity aspects the research papers can help in the
articulation of the published which effects the organization considered. This research also
considered the research topic articles for selection of the reasons that show validation towards
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the research. Further, in addition to this it can be said that taking into an account of the copyright
helps the protection of the sources which is the secondary data that can provide reliability in the
presentation aspects.
Research limitations
There were many limitations to the research such as the time, money and unavailability
of sources which are recognized as the main limitations. This can be said due to the fact that the
having limited time frame for the preparation of this research or the money quantitative tool like
the SPSS has been said as the main reason for the limitation to this study. However, for avoiding
the risk of these limitations the thematic analysis has been chosen. As the current issues is
related to the qualitative aspects this technique is considered to be very suitable for developing
success which is suitable in the organization.
Ethical considerations
In the recent study the researcher has given focus on having appropriator consent forms
from the customers. It is helpful in showing willingly participation of customers in the particular
survey so that correct details regrading their views and opinions can be derived.
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CHAPTER FOUR: FINDINGS (DATA ANALYSIS AND PRESENTATION)
Theme 1: Gender
Particulars Respondents Responses in %
Female 15 75.00%
Male 5 25.00%
Total 20 100.00%
Theme 2: full time currently employment status of customers
Particulars Respondents Responses in %
Full-time employment 10 50.00%
Part-time employment 5 25.00%
Self-employed 2 10.00%
Unemployed 3 15.00%
Total 20 100.00%
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