Analyzing E-commerce Impact on AMZ Group Customer Purchase Behavior

This essay examines the impact of e-commerce on the customer purchase behavior of AMZ Group, addressing the challenges posed by traditional retail infrastructure in meeting evolving customer expectations. The research highlights how e-commerce can enhance consumer base by delivering consistent content and product information, contrasting it with the limitations of AMZ Group's brick-and-mortar structure. The study explores the need for omnichannel retail transformation and the benefits of e-commerce, including innovative solutions and AI-powered chatbots for improved customer experience. The qualitative research methodology involves gathering insights from AMZ Group's customer base through interviews to understand their digital expectations, inventory visibility preferences, and preferred payment options, ultimately aiming to streamline order visibility and enhance the overall customer experience.

Running head: IMPACT OF E-COMMERCE ON CUSTOMER PURCHASE BEHAVIOUR
OF AMZ GROUP
Impact of e-commerce on customer purchase behaviour of AMZ Group
Name of the student
Name of the University
Author note

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IMPACT OF E-COMMERCE ON CUSTOMER PURCHASE BEHAVIOUR OF AMZ
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Research Topic and Problem Statement
The topic of the research is “Impact of E-commerce on the customer purchase
behaviour of AMZ Group”. The expectations of the customer have increased in the present
age and it has challenged the traditional infrastructure of the retail companies. E-commerce
had helped in delivering the consistent content along with the product information that has
helped in increasing the consumer base of AMZ Group (Nisar and Prabhakar 2017). The
practical issue that would be solved with the help of the research is that it was causing the
organization to lose the consumer base that was acting like a problem for the growth of the
organization. The brick-and-mortar retail structure of AMZ Group was limiting the ability of
the retailers in delivering the kind of customer experience that can attract the consumers
(Amzgroup.com 2019).
Selecting the topic and searching literature
The topic would be refined by focusing on the increasing use of the internet in the
present age. It would throw light upon the disadvantages that are offered by the brick-and-the
mortar stores and how it has an effect on the buying behaviour of the customers. The topic
would discuss how the existing structure of the retail store is incapable of delivering on the
basis of the expectations of the customer. The traditional model of AMZ Group was proving
to be incapable of enhancing the inventory visibility across that of the different channels
(Easterby-Smith, Thorpe and Jackson 2012). The research literature can be searched most
effectively by focusing on the element of onmi-channel retail transformation and the benefits
that the retail companies can draw from the element of e-commerce (Laudon and Traver
2016). The literature can be searched in an effective manner by talking about the advantages
of innovative along with the secure omni channel solutions that can help in delivering the
right kind of experience for the customer. The information about the topic would be searched

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IMPACT OF E-COMMERCE ON CUSTOMER PURCHASE BEHAVIOUR OF AMZ
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by taking recourse to the impact of the AI powered chat bots that can help the customers in
having a good experience.
Research Methodology
The methodology of the research is qualitative that can help in providing valuable
information in relation to the research topic. Qualitative data refers to data that can be
observed and also recorded (Taylor, Bogdan and DeVault 2015). The information wold be
collected with the help of the interview of the consumer base of AMZ Group that can help in
pointing forward to the kind of the experience that the customer gets after purchasing from
the retail store. The customers would be asked regarding the kind of the digital experience
that they need that can help in providing them with a unique experience. The customers can
be asked regarding how to augment the inventory visibility that can help in making the retail
operations transparent for the customer (Cao and Li 2015). The customers can also be asked
about the various kinds of payment options that can be convenient for the customers. The
interview can focus on the streamlining of the order visibility that can help in providing a
unique experience for the customers of AMZ Group.

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IMPACT OF E-COMMERCE ON CUSTOMER PURCHASE BEHAVIOUR OF AMZ
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References
Amzgroup.com (2019). AMZGROUP. [online] Amzgroup.com. Available at:
http://www.amzgroup.com/#home [Accessed 19 Mar. 2019].
Cao, L. and Li, L., 2015. The impact of cross-channel integration on retailers’ sales
growth. Journal of Retailing, 91(2), pp.198-216.
Easterby-Smith, M., Thorpe, R. and Jackson, P.R., 2012. Management research. Sage.
Laudon, K.C. and Traver, C.G., 2016. E-commerce: business, technology, society.
Nisar, T.M. and Prabhakar, G., 2017. What factors determine e-satisfaction and consumer
spending in e-commerce retailing?. Journal of retailing and consumer services, 39, pp.135-
144.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons.