University of Sunderland: Consumer Behavior and Internet's Effect

This report, a business research dissertation, investigates the profound impact of the internet on consumer behavior and purchasing habits. It begins by outlining the research aims and objectives, which include determining the concept of the internet, its uses, and its influence on buying behavior. A comprehensive literature review explores the internet's role in communication, education, and online shopping. The research methodology employs a deductive approach and a case study strategy, utilizing a mono research choice for data collection and quantitative data analysis to assess the effects of the internet on consumer behavior. The report concludes by summarizing the key findings, emphasizing the importance of the internet in modern consumerism and its implications for business strategies, highlighting the need for businesses to adapt to changing consumer trends and online platforms to enhance their performance.

BUSINESS RESEARCH
“How the internet has affected the
behavior of consumers and purchasing
habits”
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Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
Research aims and objectives..........................................................................................................3
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY....................................................................................................5
DATA ANALYSIS.........................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCE..................................................................................................................................9
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INTRODUCTION
Internet is the main aspects for any individual’s life as it uses for almost everything, such as in
online education, buying the products and services, making the payment, communication, multi
conferencing, accessing the location and many others which can help to develop the business
performance and productivity (Bucko, Kakalejčík and Ferencová, 2018). This is important for
business organization to know what is running in market and how the services can affected the
consumer buying behaviour. Whenever people identified their needs and wants then they have
option to choose and select the products by using internet that can help to increase the business
performance and attain the competitive advantages. The report is based on topic of how the
internet has affected the behaviour of customers and purchasing habits. The report will help to
develop knowledge and skills about uses of internet and how it is used by business concern to
changing the buying behaviour. The report consider aims and objectives, literature reviews,
proposed methodology, and possible implication of research.
MAIN BODY
In the business environment there are different types of businesses which are running by
managing all functions and activities properly. Internet is the global system interconnected
computer network that uses internet protocol that communicate between devices and network.
This is important for business concern to understand the customers require and provide the
facilities accordingly which can help to develop the business performance and profitability.
Research aims and objectives
Aims
“How the internet has affected the behaviour of consumers and
purchasing habits”
Objectives
 To determine the concept of internet and its uses in human lives.
 To determine the importance and benefits of internet in buying behaviour.
 To determine impact of internet that affect the consumer behaviour and purchasing
habits.
Research questions
 What is the internet and its uses in human lives.
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 What is the importance and benefits of internet in buying behaviour.
 What is the impact of the internet and how it affects consumer buying behaviour and
purchasing habits.
LITERATURE REVIEW
To determine the concept of internet and its uses in human lives.
As per view point of Simangunsong (2018), Internet is a global communication system
that is connected with thousands of individual network that allows exchange of information
between two and more than two computers on a network. Now a days it become a part of human
life as it make the easier way to share the information, managing performance, getting the work
done effectively. This helps in transferring the messages through mails, video audio conference
chat and sharing the views which can help to develop business performance and productivity.
Internet is the network of networks by considering of private, public, business, academic, and
government network of global scope. In the human life, internet is uses to sharing the
information, buying the products and services by selecting that can help to increase the
organizational sales and profitability.
To determine the importance and benefits of internet in buying behaviour.
According to Helmefalk (2019), Customers is important for all businesses it identify the
needs of their peopled provide the prods by using the internet. In consumer behaviour, internet is
needed at every place as it used share the information and getting the work done. This intended
to generate a considerable boost in development of sales industry. This can help to know the
details of particular products and services which develop the business performance. For example,
customers wants their daily basic items and fashionable products so they have option to use
internet for the purpose of buying the products online. There are many organization that have
online presence such as Sainsbury, Tesco, and others which can be used by customers to select
the best quality and price of products. This can help to increase the business sales and
performance. the online malls helps people sort through product choice that deals with customer
choice and maintain the higher productivity. The importance of internet is defined below:
Improving communication- In customer buying behaviour, internet is used by individual
to share the information via emails, social media, press media, and others which help to
introduce the products and services. Such as, Sainsbury is using social media, emails, and other
sources to share their information and new products and services (Coderoni, and Perito, 2020).
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Education – Internet is also used by individual in their education and bringing the self-
improvement by developing the learning. This can help to manage the all functions and activities
by completing task and attaining the goals (Hashim and et.al., 2019).
Buying the products and services- When people has identified their needs then they
search through internet as there are various online store who provides variety of products and
services to its customers. Sainsbury is the online store that provides a facility their customers to
select the products via internet and book their products online and make the payment.
Thus, internet is playing the important role in bug behaviour and human’s life that
introduces the products and services. People select the products and services by using internet
and make the payment which can help to increase the business performance and productivity.
To determine impact of internet that affect the consumer behaviour and purchasing habits.
As per opinion of Kasemsap (2018) Internet is the one who have changed the people’s
lives as it is difficult to imagine a time without it. This provides a way to customers how to
discover, research, and purchase the products. Internet has completely changed the buying
behaviour of customers as people bought the products after researcher the market before year
ago. After introducing the internet it became easy and simplest way to reach the products which
people wants. As internet is the most important thing which requires day to day life whether it
related to communication, buying products, research, identifying the location, video conference,
education, gaming, listening news and anything that is all possible through internet. This impacts
positively on consumer buying behaviour such as if customer know a specific product is offered
in store then people have option to buy the product by using internet. This can help to increase
the business performance and productivity effectively. The business concern uses different
sources of online for the purpose of introducing its variety of products and influencing them to
make the buying decision. This can help to retain the purchasing behaviour by offering quality of
products and services.
RESEARCH METHODOLOGY
Research methodology is the conceptual framework for research which is used by an
individual to conduct the research and managing the all information. In relation to impact of
internet on consumer buying behaviour, different methodology will be used by researcher that is
explained below:
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Research Philosophy – This means set of principles and values that is connected with
particular study and supports to manage the study. This involves positivism, realism, and inter
pretivism that can help to managing the information. In relation to buying behaviour through
internet topic, researcher will use the positivism philosophy that provides the relevant and
reliable information (Le‐Anh and Nguyen‐To, 2020).
Research Approach – This can be explained as plan that involves various steps and
assumptions to detailed methods and data collection for the purpose of addressing the research
problems. As internet is becoming important part of human being and buying behaviour. This
involves inductive and deductive approach that are uses according to study. In relation to current
topic, researcher has decided to use deductive approach that will help to measure the concept of
research in quality.
Strategy – This means a step by step plan that develops insights to what action should be
taken to conduct the research and managing the all activities. This supports the study by
gathering information. In relation to know the role and important of internet in making
purchasing behaviour strategy will help to take the right action. This involves survey,
experiment, case study, and action research which can help to complete the research. In context
to how internet affect consumer buying behaviour case study strategy will be use by researcher
that will support the study (Dzogbenuku and Kumi, 2018).
Research choice – This means a choice that seek to informing that what data should be
collected and make the responsible research through online. For a business concern it is
important to understand what people wants and how they can make the buying decision. This
determine the different methods such as mono, mixed and multi method which can make sure
that data which is collected by individual is safe. In relation to current study, mono research
choice is used by researcher that can help to complete the study and managing the all
performance of organization (Kunamaneni, Jassi and Hoang, 2019).
DATA ANALYSIS
Data collection and analysis is a technique that is relates to research and states what
method should be used by researcher to collect the information. This can help to managing the
task which is assigned and supports to complete the project. In other words, it is the process of
collecting, measuring and analysing the accurate data that can help to collect the right
information and reliable data. This involves two type of method primary and secondary. When
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data is collected from fresh and new sources by consuming time and cost is known as primary
data method. On the other side, when data is collected from second hand sources such as article,
journal, books and others is known as secondary data. In relation to present research, primary
data collection method has been used by researcher that can help to collect reliable, accurate, and
reliable data in relation to how internet is changing the consumer buying behaviour (Sama,
2019).
Data collection technique- This refers as tools and planning which used by an individual
to reach the outcomes by following the right technique. This involves qualitative and quantitative
technique that is associated with study and managing the all functions. As internet is becoming
important aspects which uses by all people to research, collect information, in learning,
education, and buying the products by using internet. The quantitative research in case of need to
collect numerical and statistical data then it is valuable to use and it provide accurate data. When
there is no need to collect the numerical and statistical data then should be consider qualitative
research as it does not focuses on mathematical study. In relation to current study, research will
be use Quantitative data that will help to know how internet affect the consumer behaviour and
purchasing behaviour. This supports the ideas and study that relates to present topic and
complete the project (Ying, Caixia, Wen and Xiaogang, 2018).
A possible implication of research
From the above data and information it can be interpreted that different methodology and
techniques are available that use by individual for conducting the research. In relation to current
research that how internet is affecting the purchasing behaviour primary sources and quantitative
technique will be used by researcher that will help to gather the information and managing the all
activities properly.
CONCLUSION
From the report it can be can be concluded that people are using internet in their daily lives
as to buy the products and services online, education, communication, ,collecting information,
research, getting news and completing the work that all is possible through internet and increase
the business performance. The companies should be provide different facilities and services to
their customers which can help to develop the brand image and accomplish the business goals. In
relation to present research quantitative method and primary sources has been used by
investigator who analysis all information and make the right business decision. Deductive
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approach is suitable for this research as it provides right details and quantity of data that related
to study.
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REFERENCE
Books and journal
Bucko, J., Kakalejčík, L. and Ferencová, M., 2018. Online shopping: Factors that affect
consumer purchasing behaviour. Cogent Business & Management. 5(1). p.1535751.
Hashim, N.A.A.N., and et.al., 2019. Internet Shopping: How the Consumer Purchase Behaviour
is Impacted by Risk Perception. TEST Engineering & Management. 59(6S). pp.1014-
1021.
Le‐Anh, T. and Nguyen‐To, T., 2020. Consumer purchasing behaviour of organic food in an
emerging market. International Journal of Consumer Studies. 44(6). pp.563-573.
Dzogbenuku, R. K. and Kumi, D. K., 2018. Exploring the key drivers of internet behaviour
among the youth of emerging markets. Global Knowledge, Memory and Communication.
Kasemsap, K., 2018. The importance of electronic commerce in modern business.
In Encyclopedia of Information Science and Technology, Fourth Edition (pp. 2791-
2801). IGI Global.
Sama, R., 2019. Impact of media advertisements on consumer behaviour. Journal of Creative
Communications. 14(1). pp.54-68.
Helmefalk, M., 2019. Browsing behaviour as a mediator: the impact of multi-sensory cues on
purchasing. Journal of Consumer Marketing.
Coderoni, S. and Perito, M. A., 2020. Sustainable consumption in the circular economy. An
analysis of consumers’ purchase intentions for waste-to-value food. Journal of Cleaner
Production. 252. p.119870.
Simangunsong, E., 2018. Generation-z buying behaviour in Indonesia: Opportunities for retail
businesses. MIX: Jurnal Ilmiah Manajemen. 8(2). pp.243-253.
Kunamaneni, S., Jassi, S. and Hoang, D., 2019. Promoting reuse behaviour: Challenges and
strategies for repeat purchase, low-involvement products. Sustainable Production and
Consumption. 20. pp.253-272.
Ying, Z., Caixia, C., Wen, G. and Xiaogang, L., 2018, April. Impact of recommender systems on
unplanned purchase behaviours in e-commerce. In 2018 5th International Conference on
Industrial Engineering and Applications (ICIEA) (pp. 21-30). IEEE.
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