Dissertation: Online Shopping and Customer Behavior at Mark & Spencer

This document presents the table of contents and the initial sections of a business dissertation focusing on the impact of online shopping on customer behavior, specifically within the context of Mark & Spencer (M&S). The introduction establishes the research topic's significance, highlighting the rise of e-commerce and its influence on consumer purchasing habits. The research aims to analyze how online stores affect customer behavior and shopping patterns at M&S, including the importance of the problem, aim of the research project, research objectives, and research questions. The dissertation includes a literature review that explores the concept of online shopping and its impact on M&S. The study will also investigate the changes brought by online stores in purchasing behavior and the relationship between online stores and changing behavior of people toward shopping in Mark & Spencer. The document outlines the research methodology, access to data, and ethical considerations, along with limitations of the study.

Business and
Management
Dissertation

Table of Contents
TOPIC:-............................................................................................................................................1
1.0 INTRODUCTION.....................................................................................................................1
1.1 Identify a specific reachable topic area.................................................................................1
1.2 Establish the importance of problem ....................................................................................2
1.3 Aim of the research project...................................................................................................3
2.0 RESEARCH OBJECTIVE AND RESEARCH QUESTIONS.................................................3
Research Objectives....................................................................................................................3
Research Questions.....................................................................................................................3
3.0 LITERATURE REVIEW..........................................................................................................4
The concept of online shopping..................................................................................................4
Changes bring by online stores in purchasing behaviour of customer in Mark & Spencer.......4
Relation between online stores and changing behaviour of people toward shopping in Mark &
Spencer........................................................................................................................................5
4.0 RESEARCH METHODOLOGY...............................................................................................6
4.1 Research Design, Research approach and Research Type....................................................6
4.2 Rationale...............................................................................................................................9
5.0 ACCESS TO DATA AND RESEARCH ETHICS.................................................................10
6.0 Limitations...............................................................................................................................10
REFERENCES..............................................................................................................................11

TOPIC:-
“Online shops and the change of people behaviour in shopping: A case on Mark & Spencer”
1.0 INTRODUCTION
Online shopping is defined as a part of electronic commerce which provide customers a
medium to directly purchase good or services from different seller that are present at several
geographical area. This transactions are usually performed using internet i.e. web browsers. After
the development of internet and e-commerce practices the rush of people in society moves
toward online shopping which drastically had change the way businesses earn profitability
(Baubonienė and Gulevičiūtė, 2015). The main reason behind increasing popularity of internet as
a medium to purchase product or services is that people get number of options to choose from as
compare to physical store where limited services are available. In addition to this they also get
benefited in term of discount, home delivery, 24/7 shopping and ease in payment. Current report
is based on Mark & Spencer a multi-nation organisation which is headquartered in UK and
operates its business throughout the world by both the medium such as maintaining physical
store or through internet.
1.1 Identify a specific reachable topic area
The current research is conducted over the impact that online shopping have over
perception and behaviour of customer. This concept is very important in today's technological
trending environment where every day people experience something new or unique medium
which provide a medium to more convenient access to services offered by companies. With the
increasing demand of customer regarding online purchasing, several organisations expanded
their businesses by started providing online services which includes Next, Mark & Spencer,
ZARA and many more (Hasbullah and et. al., 2016). These all have an huge influence over the
purchasing behaviour and pattern of customers which have an great influence over the growth
and profitability of organisations. For instance, Mark & Spencer after experiencing a huge loss
over international level step back to their own country. But after recovering from loss M&S has
adopted e-commerce platform to expand its operation again at international level which
supported it in regaining its position and marking its presence at global level.
Research conducted over this topic can also be used for academical purpose as in today's
techno-driven world e-commerce has become a crucial part of academic study. Hence the data
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collected through this research can also be used as a academical purpose which help in providing
a detailed information regarding several strategies that are used by business to operate their
activities over internet .
Apart from this, e-commerce has brings up several opportunities for business where they
can enhance their customer base, profitability and quality of services by using internet as a
medium to interact with its customer. In order to grab this opportunity M&S has started
operating their business activities online by opening up their own website where people can
visits and purchase product or services of their choice. But despite of this there a major issue
faced by the M&S while operating its business online is that there are number of e-commerce
retailers who are similar product or services (Goldsmith, 2016). These all factors presented a
medium where customer can compare product of several offered by different brands and then
purchase from the one which is more beneficial. Hence this has created a tough competition in
front of M&S over online business.
1.2 Establish the importance of problem
In case of Mark & Spencer, there is an issue which company is facing over its e-
commerce activity i.e. competition. The rivalry of M&S is increasing day by day and main
reason behind this is that majority of retailers started providing an online access to their product
or services in more convenient way through 24/7 shopping facility to its customers. This has an
huge influence over the choice of customer regarding a particular brand or product because as
compare to physical stores, people have more options to analyse and then purchase a particular
product which provide maximum benefit at minimum cost (Shephard and et. al., 2016). These
benefits or factors has increased the competition in front of Mark & Spencer as it always have to
access the strategies followed by other rivalries so that it be able to offer effective services to
vanish off competition from market.
This have an huge influence over the growth, success and profitability of business. This
competition is increasing day by day as majority of retailers are started to operating their
business online in order to maintain their market position. It not only affected M&S but also
other retailers such as Maplins who couldn't compete over pricing with a giant retailer Amazon.
This leads to decline in sale growth which was market in 2016 as 4.7% now fall down to 1.9%
marked in year 2017 (Five reasons for M&S’ woes: from loyalty to innovation, 2019).
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The study over this research topic help in providing an overview regarding the factors
that causes competition in front of Mark & Spencer along with several measures that can be
taken to overcome this (Chakraborty and et. al., 2016). In addition to this it also help in planning
out the way through which M&S can maintain its sustainability at marketplace. Hence, it can be
said that this topic is more reliable and best suitable as per the situation of Mark & Spencer.
1.3 Aim of the research project
“To analyse the influence of online store over purchasing behaviour of people toward
shopping: A case on Mark & Spencer”
2.0 RESEARCH OBJECTIVE AND RESEARCH QUESTIONS
Research is basically performed over some objectives that could be achieved by
conducting detailed investigation over the topic of concern. These objective guide researcher
toward the direction in which they have to perform their operations by forming up a framework
to focus effort made throughout investigation. Therefore, researcher must consider these aspects
while conducting research as it help in getting authenticated outcome as conclusion and
recommendations. Research objective are given below:
Research Objectives
 To examine the concept of online shopping.
 To determine changes that are bring by online stores in purchasing behaviour of customer
in Mark & Spencer
 To accelerate the relation between online stores and changing behaviour of people toward
shopping in Mark & Spencer.
Research Questions
 What is the concept of online shopping?
 Discuss about the changes that has bring by online stores within the purchasing behaviour
of customers in M&S?
 What is the relation between online store and changing behaviour of people toward
shopping in Mark & Spencer?
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3.0 LITERATURE REVIEW
The concept of online shopping
Online shopping can be defined as a part of digital technology in which people have a
platform to interact with business to purchase product or services of their need directly from
companies. These changes has improve the way purchasing performed by people earlier as e-
commerce has provided customers a medium through which they can make purchases 24*7 from
anywhere.
As per the view point of Luke Metcalfe (2017), the development ion technology has
totally changes the way customers interact with or while buying a product. These new
developments bring much easier access to product where customer get number of option to
compare and choose the best product as per their requirement. In addition to this it also make the
process of advertising product, globalising of business, increasing profitability as well as sale
easier for the companies that are operating their operations at internet.
On the other side as per the view point of Maria Haggerty (2019), the development of
technological environment bring up several changes in the way a company approach its
customers as the brand-consumer interaction remains no longer solely over mass media. Rather
online shopping has also bring up medium through which an organisation can interact with its
customers. As there always remain an option of feedback over the site where customers usually
put their views regarding product or services and by reverting over those comments a company
can interact with customers and be able to improve its image in marketplace.
Changes bring by online stores in purchasing behaviour of customer in Mark & Spencer
As per the view point of Bill Su (2017), the way people prefer to purchase their product
or services is totally different from the way in which people today wishes to but commodities as
per their need. This has been assumed that in traditional method of marketing, customers when
visit stores get eventually to known about the particular brand as well as product available in
market. After this they decided to purchase particular product or services which is a very long
procedure. But in order to achieve success at marketplace and deal with competition the main
aim of marketer is cut off these steps which only made possible with the help of internet and use
of smartphones. This help in unlocking the information with the help of internet which contribute
toward developing a medium through which a brand can communicated with customers directly.
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This helped a lot Mark & Spencer in improving their marketing position as well as customer
satisfaction. As after experiencing a failure over international level due to improper management
in the era of physical stores, M&S stepped its operation back to its home country. But after
internet evaluation it again started to expanding its base at international level by developing its
own website through which customer can visit and purchase product or services of their choice
without visiting the physical stores. These has bring several changes in the behaviour of
customer as visit to physical store get reduced. In addition to this choice criteria of customer also
get changes now they analyses the features, reliability, durability and safety measures regarding
particular product check which are certified and presented by companies. This help in improving
the choice of customer toward M&S and hence support in enhancing sale.
As per the view point of Kokolakis (2017), there are number of changes that are
experienced in the purchasing behaviour of customers after increasing the trend of online
shopping from the website of Mark & Spencer. This includes customer become more brand
centric while searching fro particular product or services. In addition to this they started
discovering number of alternatives as well as options present over internet so that they can
compare several option and choose a particular which provide them with maximum benefit at
minimum cost. Apart from this customers decide to purchase particular product or services after
comparing the price offered by other brands as well as reviews of experienced customer
regarding use of that particular product.
Relation between online stores and changing behaviour of people toward shopping in Mark &
Spencer
As per the view point of Al-Debei, Akroush and Ashouri (2015) , Invention of internet
has created a paradigm by shifting up the ways through which people use to purchase by
adopting the traditional way of marketing. As earlier people use to visits stores and from where
they get to know about certain product or services which be able to satisfy their need. There
remain very limited choice in front of customers for purchasing product or services and they use
to prefer those things only for which they group has suggested. But after the anticipation of e-
commerce industry customer get an opportunity to examine the number of product or services
available which are offered by Mark & Spencer that are not available to all of its physical stores.
This have a huge influence over the purchasing behaviour of customer as it help in increasing the
customer awareness toward the product or services offered by M&S and quality as well as
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feedback of experienced customer support in influencing the choice of customers. These all help
company to improve its customer base as well as profitability. Hence online shopping share a
direct relation with influencing the purchasing behaviour of customers.
As per the view point of Amaro and Duarte (2015), online shopping is a medium through
which customers can purchase product or services without visiting the physical stores of M&S
that is with the help of internet hey can access company website to purchase product or services
24*7. After stepping up into e-commerce business M&S has found a drastic changes in the
purchasing perception and behaviour of customers. This is because in traditional marketing
customer usually form up a perception regarding a particular product by hearing about a humour
which also affect the purchasing behaviour of other customer and hence the sale of company
declines. But after entering into e-commerce business M&S get benefited with increase in
customer loyalty, sale and profitability of business. This is because people now have an option
over the website of M&S from where they can excess the product details, offers over MRP and
feedback of experienced customer before making purchases. These all contributed toward
presenting a positive image in front of customer that help in improving the purchasing decision
of customer in favour of company. Therefore, online shopping plays an essential role in
influencing the purchasing behaviour of customers.
4.0 RESEARCH METHODOLOGY
Research methodology is considered as major part of an investigation which consists of a
detail description regarding the number of tools and technique that are going to be used in order
to gather information in more reliable and efficient manner. This section provides an detail
understanding regarding the number of methods and techniques that can be used to conduct a
research (Saunders and et. al., 2015). This can be better understood with the help of research
onion which contains an information about the research methods, approaches, source of data,
design etc. that can be used to conduct a research.
4.1 Research Design, Research approach and Research Type
There are number of methods and techniques which are used within the research in order
gather and present information in more reliable as well as effective manner. So in order to
conduct this investigation effectively research onion can be used which support in performing
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the activities in more reliable and systematic manner that results into accomplishment of research
objectives (Carins, Rundle-Thiele and Fidock, 2016). This framework consists of different layers
which are explained below:
Research philosophy:- For evaluating data efficiently mainly two type research
philosophies are used i.e. Interpretivism and positivism. In order to conduct this research
Interpretivism philosophy will be used as it help in evaluating data effectively.
Research approach:- This section focuses toward observing and reviewing information
which help in providing accurate information so that proper recommendation can be provided
over the issues. Research approach are basically of two type i.e. inductive and deductive. For
performing this research deductive approach as it perform investigation by forming up
hypothesis over existing theory and then test it by creating research approaches.
Research design:- The activities performed within whole investigation is depend over
research design which is followed researcher. There are basically three type of research design
i.e. experimental, descriptive and exploratory. In order to conduct this research descriptive
design will be used which help researcher to evaluate data in detailed manner so the proper
outcome can be extracted.
Research type:- There are two type of research named as qualitative and qualitative. For
conducting this research qualitative research method will be used that help in gathering
theoretical information in detailed manner that further support in performing research in
systematic and reliable manner (Collins, 2018).
Time Horizon:- For representing time taken by each activity involved in research, Gantt
chart is consider as a best tool which is a graphical representation of number of activities
performed along with their sequences as well as time taken. The gantt chart for current research
is given below:
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Techniques and procedures and research instruments:- Since the research is based on
theoretical aspects and secondary data collection method. Therefore several mediums such as
books, journals, published articles will be used to gather the information regarding the area of
concern.
Data source:- In order to gather reliable information regarding this research topic data
can be gather from two sources i.e. primary as well as secondary. In this investigation, researcher
will use secondary data collection method as to work over current topic data from surveys and
article will be required to perform research efficiently.
Research Sampling:- It is considered as an effective method for selecting a group of
people from entire population to conduct survey for collecting information. Sampling are of two
types probability and non-probabilistic (Kumar, 2019). Sampling method is basically used to
collect primary data but as this research is based on secondary data sampling would not be used.
Research Ethics:- Activities covered within the research are required to be organise in
ethical manner that assists in performing authenticated interpretation for providing valid
suggestions (Smith and et. al., 2016). Hence a researcher must follow ethical principles and
respect the dignity as well as rights of contestants.
Research limitations:- Major limitation that can be found in this investigation is limited
time for conducting activities in more systematic and accurate manner.
Research reliability and validity:- The activities performed throughout the research
must be organised in reliable manner and information gather should be valid so that proper
outcome can be extract that further support in providing recommendations.
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4.2 Rationale
In order to accomplish the aim behind this research project, investigator has decided to
use secondary method of data collection. The main reason behind choosing secondary data
collection method is that it support in providing a medium through which information regarding
the company as well as issues faced by them can be determined effectively (Djaeni, Arifin and
Sasongko, 2017). This help in accomplishing the research objectives effectively by providing the
reliable and authenticated information from the article review. In addition to this it support
researcher to conduct an in-depth analysis over the topic which further contribute toward
providing a theoretical framework from the sources that are authenticated by the view point of
several authors. Hence it support in answering the research questions effectively.
5.0 ACCESS TO DATA AND RESEARCH ETHICS
Online shopping is a trending topic as in current time majority of people are using
internet as a medium to purchase product or services. This has bring several changes to the
buying behaviour of consumers. Hence to determine these changes as well as its impact
secondary data collection method is used as it provide information from several surveys as well
as articles that are particularly published for this topic. For ethical implications it has been
decided to collect information from authenticated sources only (Silverman, 2016). In addition to
this for remain ethical to research it has also been decided to provide only reliable and valid
information regarding company as any wrong information may affect the image of company
among customers.
6.0 Limitations
There are some limitation that had been faced by researcher throughout the investigation
which also affected research in negative manner. One of the major limitation is that information
collected through secondary source is very time consuming and time provided for this was very
limited. This directly affect the data collection result of this research. In addition to this the
information available over the internet within related article is also older that may affect the
suggestion as well as recommendation sections of research. But despite of all these limitation
proper effort given while information gathering so that accurate and reliable information can be
provided.
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