Research Project on E-commerce Impact and Consumer Buying Behaviour

This research project explores the impact of e-commerce on consumer buying behavior, focusing on the food industry and the Penny Black restaurant as a case study. The project begins with a research proposal, including background information on digital technology's influence on business and the rise of e-commerce. It outlines the aim, objectives, and research questions, followed by a literature review examining existing research on consumer buying decisions, e-commerce factors, and research methodologies. The methodology section details the research philosophy (interpretivism), approach (inductive), design (descriptive), data collection methods (primary and secondary), sampling techniques, and data analysis (qualitative). The project then considers primary and secondary research, ethical issues, and research outcomes. Finally, it reflects on the effectiveness of research methods and suggests alternative methodologies. References and appendices, including a research proposal and ethics form, are included.

RESEARCH PROJECT

Table of Contents
TASK 1............................................................................................................................................1
P1 Research Proposal.............................................................................................................1
Literature review....................................................................................................................2
P2 Research Methodology......................................................................................................3
TASK 2............................................................................................................................................6
P3 Consideration of primary and secondary research............................................................6
P4 Applying of appropriate research Tool.............................................................................7
TASK 3..........................................................................................................................................17
P5 Research outcomes..........................................................................................................17
TASK 4..........................................................................................................................................17
P6 Reflection on effectiveness of research methods............................................................17
P7 Alternative research methodology..................................................................................17
REFERENCES..............................................................................................................................19
APPENDIX....................................................................................................................................22
RESEARCH PROPOSAL FORM...................................................................................................1
RESEARCH ETHIC FORM............................................................................................................6

TASK 1
P1 Research Proposal
Background
Digital technology has advanced the business world by enabling different simpler
techniques of work. The advancement is helping organisation in dealing with the changes of
business world very quickly but on the hand it can be said that the digitalisation business
operation has increased the competition across the globe (Kurnia, Choudrie and Alzougool,
2015). Like social media advertising has made marketing easier of organisation. Further it is
helping firm to target majority of population atone time. The another revolutionary updation of
technology is electronic commerce which is assisting organisation is boosting sales by
connecting with consumers online.
E Commerce is known as online buying and selling of goods which is beneficial for the
company as well as buyers because it is the source which assist the people in saving time and
buying from worldwide market (Kim and Peterson, 2017). The preferences of modern era are
changing with technological advancement and there has been noticeable change offline business
of food business. There are a million of restaurant who lack regular sale because the consumers
have started ordering food online which according to population is convenient and time saving
process. Thus, the study is focused on analysing impact of e commerce on buying behaviour of
consumers over food. In order to develop critical understanding over topic the scholar has chosen
penny black restaurant to support the aim and objective of research.
Aim
“To explore impact of e commerce on consumer buying behaviour: a case study on Penny
Black”.
Objectives
 To evaluate implication of digital technology and its tools.
 To assess concept of E commerce and its impact on business of Penny Black. To develop knowledge over benefits and limitation of implementing Electronic
commerce in business.
Questions
 Explain the implication and different tools of digital technology?
 What is the concept of E Commerce and its impact on food business?
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 What are the benefits and limitation of electronic commerce for Penny Black restaurant?
Literature review
According to the view of Tontini, da Silva and Marcon, (2015), customers buying
decision can easily influenced due to changes in technologies and way it is adopted by firm. At
present there are various changes which has been taken place in the hospitality industry related to
the implementation of new technologies. It has made easier for company to sales its product in
market and customers can easily access them from any place. Armstrong, Kotler, and Brennan,
(2015) stated that ecommerce is always been consider as never-ending process for retaining the
customers. In order to be successful and profitable company need to continuously improve
customers experience related to online shopping. There are various factors which can influence
ecommerce customers purchase decisions.
Chaffey, (2015) Product information and quality is considered as one of the important
factor that can easily influence its customers to make purchase. To be owner of the firm it is
important for them to identify the product which are most population in different occasion,
culture or regions. Through promoting selling good quality products it will become easy for
company to influence customers buying behaviour. Zhuang, and Babin, (2015) stated that free
shipping is considered as second largest factor that can influence customers. There are many
companies who kept high shipping charges and due to this reason customer avoid making
purchase. It is important for company to ensure that it can easily provide free delivery option to
its customers so that they can make purchase without thinking so many times. At the time of
making online purchase customers are quite confused related to the quality of product which the
may receive in online purchase. Hence it is important for company to provide its customers easy
return option so that customers can make purchase once with assure of easy return. According to
the view of Wang, Wang and Liu, (2016) customer review can easily affect the purchasing
decision at the time of considering online shopping. For example, if on any company website
positive review is provided by customers, then other customers can easily make purchase and
recommend to their friends. Chiu, C.M., Wang, Fang and Huang, (2014) argued that stated that
companies should take review from customers and post it on websites so that customers came to
know about its product quality. Apart from this different range option provided to customers for
similar product can influence their buying decisions.
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To carry out investigation in an appropriate manner it is important that all methods get
selected appropriately. Here below are provided various types of philosophies.
Research philosophy: It help investigator to determine the appropriate sources from where the
scholar can collect the information. It is of two kind that are interpretivism and positivism. It
lead to focus on the way aim and objectives of the research are developed (Toye, Williamson and
Lamb, 2016.).
Research design: It enable to carry out research in appropriate manner. It can be classified into
three types that are exploratory, descriptive, experimental. As per the nature of research, the
scholar will consider descriptive research design.
Research approach: Research approach is of two type that are inductive and deductive. These
both methods are effective enough for conducting research in an effective manner. For the
present research inductive approach will be consider by the scholar.
Data collection: Both primary as well as secondary sources will be considered by the researcher
for the present research. Here, 20 customers of Penny Black will be selected. On the other side
secondary information will be gathered through books and journals.
Data analysis: To analyse the information researcher will use qualitative technique. In this
various themes will be prepared on the basis of results.
P2 Research Methodology
To conduct the research on exploring impact of e-commerce on consumer buying behaviour.
Here below are provided methods which will be use
Research philosophy
It is comprising of the belief and values of the scholar related to the collection of information. It
is concerned with some sources of knowledge. Through considering the Suaner’s onion, research
philosophy is placed at the uppermost layer, so it is considered as first topic in the research
methodology. Basically, it is of four type that are positivism, interpretivism, pragmatism, and
realism (Toye, Williamson and Lamb, 2016.). The present research is based on exploring impact
of e-commerce on consumer buying behaviour, therefore interpretivism philosophy will be
consider by the scholar. The rationale for selecting this philosophy is that it helps in carrying out
research in a right direction. Along with this it assists in gaining factual information through
observing. Therefore, this philosophy will assist in representing different aspects of the
phenomenon which is being studied.
3

Research approach
Research approach encompasses of the plan which is required to be undertaken for the
present study. It is considered as approach which is of two types that are inductive and deductive.
In deductive approach research focus on collecting information from general to specific. It is
known as top down approach as because generalised theory is to be made more specific. On the
other side in inductive approach researcher focus on collecting specific information then focus
on generalising it (Cooper, Desjardins and Croll, 2016). For the present research, scholar has
adopted inductive approach in specific observation will be made that assist in deducting patterns
and procedure. Therefore, with the help of this researcher can easily generalist summary could be
determined.
Research approach is divided into two types that are data collection and data analysing.
In order to collect data qualitative approach will be consider while for analysing purpose
inductive will be undertaken by the scholar. Reason to select this both approach is that to
analysing the qualitative data inductive approach is required. Along with this it is important to
have consistency between the methods.
Research design
Research design provide information related to the strategy which is adopted by the
scholar for logical and coherent integration for different components of the study. It is divided
into three types that are exploratory, descriptive, explanatory. Descriptive research design is
considered as one of the effective technique in which researcher focus on describing the
population which is covered in the study (Tight, 2016). For the present research, descriptive
design has been selected by the scholar in which help in developing depth understanding related
to the e-commerce and its impact on buying behaviour of customers. Along with this, research
can easily come to better solution on the basis of collected information. Rationale for selecting
this design, is that it help in depicting participants in appropriate manner.
Data collection
Data collection is related to the method through which important information can be
collected for accomplishing the objectives (Edson, Henning and Sankaran, 2016). It is important
for scholar to gather information and data from different sources as because it lead help in
arisings valid outcome. Data collection method is of two types that are primary and secondary. In
primary information which is considered is new and assist in gaining specific information related
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to the selected topic (Kerr, Eckert and Wandwabwa, 2016.). On the other side secondary
information is known as books, journals and internet. This information is that which is published
by scholar in their books or articles. Through collecting secondary information researcher can
easily support its primary findings which make research stronger For the present research both
primary as well as secondary information is collected by the scholar to make research more
effective.
Primary information is collected from through survey in which question will be asked
from potential customers of Penny Black On the other side secondary information is collected
from books and company websites (Creswell and Poth, 2017). Reason for choosing primary
method is to gather specific information related to E-commerce and its impact on buyer’s
behaviours. Along with this, it also assist in developing depth knowledge related to the selected
topic
Sampling
Sampling is required to be done in order to collect sample size from large number of
population. It is considered of two types probabilistic and non-probabilistic method. For primary
research 20 customers are selected from random sampling method. This method is effective
enough in order to reduce the chances of biasness and to provide equal chances to customers for
being selected. Along with this reason for selected customers is that they can easily provide
information related to way they make purchase (Mebius, Kennedy and Howick, 2016).
Data analysis
After collecting the information, it is important to analyse it in proper manner so that
meaningful information can be gather for the aim and objectives of the research. Two techniques
of data analysis are qualitative and quantitative which can be considered by the scholar.
Quantitative technique is considered as effective when analysis is required to be done in
numerical form. It can be carried out with the help of various statistical tools and techniques such
as T-test, Chi-square test etc (Bailly and Comino, 2017). For the present research qualitative
technique is selected by the scholar which is based on non-numeric form. In this all the analysis
techniques considered in details. To evaluate the results, thematic analysis is carried out in which
different themes are prepared by the investigator on the basis of gathered information from
primary research. It is considered as effective technique as because researcher can easily
interpret the results on the basis of themes and come up with valid conclusion.
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TASK 2
P3 Consideration of primary and secondary research
Ethical issues
At the time of carry out research it is important for undertake ethics for avoiding the research
from becoming less reliable
The following ethical issues were considered while carrying out the present study:
• Informed assent: One of the moral contemplations while completing the examination is to
take earlier authorization from the members by illuminating them for the current investigation.
Rebelliousness with the same could have prompted moral issues (Edson, Henning and Sankaran,
2016).. In this manner, while leading the present investigation on Penny Black, the members
were educated about the reason for the examination and educated assent was acquired from
them.
• Confidentiality: One of the other moral issue as identified with secrecy of the data gave
by the members. It was additionally basic that the namelessness of the members is looked after.
So as to address this issue, the scientist guaranteed the members that their personality would be
kept unknown. Additional, it is important to guaranteed about the privacy of data gave by them.
For this, the analyst embraced legitimate capacity of information. Additionally, unapproved
entree to the information was crisscross (Mebius, Kennedy and Howick, 2016).
Cost considerations: The research study need to carry out with different process which can
increase the cost of the research. Cost can be occurred while data collection, analysis and for
collecting secondary information. However, there is less fund available due to which it is not
easy to carry out highly detailed investigation. In order to reduce the cost issues there was not
research assistants was appointed by the scholar.
Access issues
There are access issues can be faced by the researcher at the time of collecting primary
and secondary information. While collecting information from any firm prior permission is
required to be taken (Bailly and Comino, 2017).. Along with this, there are some cites which are
restricted and create barrier in collecting secondary information. Therefore, permission is
required to be obtained to access the full article.
P4 Applying of appropriate research Tool
Questionnaire
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Theme 1: Consumers visit restaurant sometimes.
How often do you visit restaurant? Frequency
Always 6
Sometimes 11
Rarely 2
Never 1
As per theme 1, it has been evaluated that consumers visits restaurant according to 11
potential visitors of penny black. These respondents stated about facts of offline food services in
which the consumer have the right to complain against taste and quality of food instantly.
Further, visitors can ask of additives in food item according to their taste. In addition, the
respondents stated that the individual visit restaurant for the sake of moving out of home and
relaxing. However, 6 respondents who always visit restaurant it has been concluded that the
restaurant services offer convenient facility whee the consumers just need order and eat and need
not to make much effort. As per these consumers the visiting restaurant is the most convenient
way which helps in relaxing and changing environment of food (Einav, Levin and Sundaresan,
2014). Thus, from the analysis it can be concluded that people visits restaurant for the sake of
minimizing own efforts and for relaxing.
7
Always Sometimes Rarely Never
0
2
4
6
8
10
12
6
11
2
1
Frequency

Theme 2: Yes, respondent prefer online food services.
Do you prefer Online ordering food? Frequency
Yes 12
May be 7
No 1
According to theme, it ha been evaluated that yes people prefer ordering food online
because the participant said that emergence of e commerce has created easy consumer centric
approach where buyers are at benefits and enjoy homely services. All the 12 respondents in
interview quoted that online food services is the most convenient way of eating outside food. In
the individual gets opportunity to of order anything at anytime with minimum efforts. However,
as per 7 individuals it is convenient to order food and we do prefer online food but its is some
time hectic because there are food organisation who delay food delivery.
Theme 3: Yes, people believe online food system is effective technique and will help Penny
black restaurant in enhancing its sales
Do you believe online food system is effective technique and will help
Penny black restaurant in enhancing its sales? Frequency
Yes 13
8
Yes
May be
No
0 2 4 6 8 10 12 14
12
7
1
Frequency

May be 3
No 4
According to theme 3, it has been analysed that yes people believes that online food
system is effective because it helps people in saving time of visiting restaurant. Further, there
were participants who stated that visiting restaurant increase transportation expense where the
online food system is assisting controlling transportation cost. Further, it has been determined
that according to respondents ordering food online helps to compare different food choices and
therefore as per these people it is the most viable and beneficial advancement of digital
technology (Chen, Yen and Widjaja, 2015). Thus, it has been concluded that 13 respondents
believe that online food system is an effective technique and will help Penny black restaurant in
boosting sales.
Theme 4: Food items and price are the two factors for which consider seeks when order
food online.
What you seek for when ordering food online? Frequency
Price 7
Reviews 6
Food items 7
9
13
3
4
Yes
May be
No

According to theme 4, it has been analysed that price and differences in food item plays a
vital role in influencing consumer buying behaviour. Online food services offers price
comparison to consumers which helps them in making choices according to their convince. As
per 7 respondents price is the key criteria which is considered by people when ordering food
online. Apart from this, 7 respondents stated that food item is the preferences which we seek for
when we order food online. Thus, it can be said that E commerce has made easy for food
business to target consumers by offering competitive pricing and differentiated food products.
Apparently, as per 6 individuals it has been derived that reviews plays a vital role when order
online food because these are the real comments which helps in learning about company and its
food services. In accordance to these people viewing consumer reviews of food services is the
best way which needs to considered before ordering foot online.
Theme 5: Yes, people compare price of different restaurant when ordering food online.
10
7
6
7
Price
Reviews
Food items