Research Project: Online Shopping Impact on Morrisons' Profitability

This research project examines the impact of online shopping on the profitability of Morrisons, a UK-based retail enterprise. The report begins with an introduction outlining the significance of digital technologies in retail operations and then proceeds with a literature review that explores existing research on online shopping's influence on business profitability. The methodology section details the qualitative research approach, including survey methods and thematic analysis used to collect and analyze data from respondents. The data analysis section presents the findings from the survey, highlighting customer perceptions regarding the effectiveness, convenience, time-saving benefits, and cost-saving aspects of online shopping. The report also identifies the negative aspects of online shopping, such as delivery delays and lack of interactivity. The reflection section discusses alternative research methods and provides recommendations for Morrisons to optimize its online shopping activities. The study concludes with a comprehensive list of references.

RESEARCH PROJECT

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
LITERATURE REVIEW...............................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................9
DATA ANALYSIS........................................................................................................................13
REFLECTION...............................................................................................................................31
ALTERNATIVE RESEARCH METHODS..................................................................................32
...................................................................................................................................................33
REFERENCES .............................................................................................................................34

INTRODUCTION
Managing the digital technologies to execute retail operations is a major part of an
enterprise. The effective handling of the technologies and tool kits will help in effective handling
of retail operations which supports suitable placing of retail activities that will improve quality of
retail operations and enhance overall execution of merchandising related operations of a
organisation. For present report, Morrisons is chosen. It is a retail enterprise operation in UK and
is one of the fastest growing retail enterprise in UK. The present report will look after the proper
development of a research process that improves executional capability of ideas and gaining an
effective insight about the impact laid by online shopping measures on the profitability of the
organisation. Besides this, proper recommendations are been suggested for the proper
management of online shopping activities by Morrison.
MAIN BODY
Background study
With advancement of technology will support effective handling of retail or
merchandising within a firm. It improves the quality of functions carried out within the firm and
increase effectiveness of the activities within enterprise. Passage of time has shown that the
effective usage of online shopping measures have helped the organisation to increase their
profitability. Besides this, it guides the organisation to take suitable growth measures related to
sustainability.
Research topic:
“Online Shopping and Profit: A case of Morrison”.
Aim:
“To examine how online shopping affects profit. A case study of Morrisons”.
Objective:
 To review the literature on online shopping and profit.
 To conduct a primary study on online shopping and profit.
 To evaluate how online shopping measures influence the overall profitability and revenue
generation of the firm.
 To recommend how Morrisons can use the online shopping to increase its profit
Research Questions:
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 Do you find the online shopping measures to be effective for profit generation a firm?
 Is the online shopping activities beneficial for the retail firm, Morrisson's?
 What recommendation do you suggest mitigating the risk factors associated with online
shopping measures?
Review of literature
Assessment of literature will aid a scholar to develop a proper idea about the data
evaluation. Thus, assists in handling of all digital functions that is chosen to carry out operations
and activities which are related to shopping activity (Huang, Benbasat and Burton-Jones, 2017).
Various retail action plans are been selected by retail enterprise that will enhance quality of
business activities and it enhances execution of business entity in a sustainable and significant
manner.
As per findings of (Chen and et. al., 2016), this can be effectively said that the online
shopping operations will impact the overall operations and profitability of an organization to a
greater extent. The selling out the products and services on the online medium is one of the
major factor that is needed to looked through proper and suitable following of merchandising in
much effective way. Online measures will help a retail enterprise like Morrison to enhance
effectiveness of operation and increase efficiency of retail functions which are been carried out
within a business enterprise. On contradiction to it, Ha and Im, 2016, states that the online
shopping activities and operations that are followed by the organization can be a risky and
deteriorating approach for the organization that will impact the overall functionality of the
operations and thus, it can hamper the proper management of shopping related operation and
activities chosen by Morrison's.
Other than this, it also leads retail firm to plan its growth stages chosen by Morrison will
assist to improve their other functions properly. According to Witter and et.al., 2018, its is said
that handling of different merchandising activities to improve overall functionality and activities
with efficiency. Online marketing and shopping operations helps the organization to improve the
revenue generation improving overall performance of selected retail enterprises. It increases
quality of operations and thus will lead the selected retail organization to adopt the latest
technologies which will contribute in proper development of shopping activities and operations
which will lead the firm to enhance the quality of operations in much suitable and effective way.
The biggest advantage of having the online selling facility for the organization is that it increases
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the firm's accessibility to a wider extent and on a global level. Besides this, the findings of
Gallagher and et.al., 2017, indicates that the proper management of the online shopping activities
is basically more appropriate and suitable for the customers and buyers who are short on time.
This will help in smooth running of operations and thus will lead the organization effectively.
However, in this case the organization is required to improve their marketing and product
delivery services which will improve the quality of operations in much suitable way. Besides
this, it will help in proper development of a plan that increases profitability and customer
satisfaction level in much suitable way.
RESEARCH METHODOLOGY
Effective research Methods are been considered by firm to improve the quality of
business operation in much effective way. This will help the scholar to plan the proper research
process that will help the organization to get the proper and effective output from the research
process that is been carried out within the organization. It involves the components like research
approaches including qualitative and quantitative approaches which includes the assessment
using the surveys or questionnaire and assessment of various articles and journals. For present
study, qualitative approach is been taken. It will enable in proper functioning of operational
activities and placing of the business operations to a greater level that will improve the quality of
products and services offered by selected enterprise in much effective way.
Out of primary and secondary research, primary research is been carried out that will help
in proper assessment of business activities in much effective way. Besides this, the thematic
analysis is done and scholar to plan a proper strategic plans which enhance operationa,l
efficiency of business It will also help in proper and structural presentation of gained data also
the random data sampling is been chosen within the selected retail firm. For the present report,
effective development of survey is been done which will help in proper data collection by
various means or techniques such as telephonic communication, postal mediums, online
assessment and collecting reviews on personal level. The random data sampling will help the
firm to improve their insight regarding the opinion on the online shopping measures and thus
will improve productivity, profitability and appropriate return of investments in much suitable
way.
Time Line
3

Activities Week
1
Week 2 Week
3
Week 5 Week
6
Week
8
Week
9
Week
11
Week
12-15
Wee
k 16
Research
proposal
Aims and
objectives
Literature
review
Research
methodolo
gies
Data
collection
Data
analysis
Data
interpretati
on
Finding
and
conclusion
Recommen
dations
Execute
the plan
Submissio

n

LITERATURE REVIEW
To determine the imapct of online shopping.
Invention of internet has changed the overall way of conducting businesses in all over the
world. Thus, the use of internet and e-commerce is growing rapidly from the last decade. In
addition to this, it can be said the people use the internet for number of reasons such as searching
product information, to make better evaluation on price and quality and choose service and
transfer the payments so that each thing can be done in better mode. The internet shopping is
one of crucial tool that helps to bring systematic operations and also aids to exponential growth
in retail industry. Thus, it has been stated that online shopping has been very familiar to people
in now a days. In contrary to it can be stated that the online shopping is very convenient and to
bring effectiveness, it is very important to lower the efficiency and do the things in the more
effective and efficient manner. Thus, the growth of online shopping is one of great threat to
shopping mall retailers. Thus, online shopping plays the critical role in terms to get the better
results and do the things in more effective mode.
According to the view of Synnot and et.al., (2018) it can be stated that proliferation of
the e-commerce websites and current rends of consumer preference to online shopping has plays
the dynamic role in terms to bring the long term productivity and profitability to the enterprise.
According to the view of Dunkley and et.al., (2017) stated that there are some of the primary
factors that may attract the online shopping as opposed to going to the physical stores and this is
also key driver in online shopping. By attract the more number of the customers there are
number of the enterprise as E-web store, online store and virtual store all will be helpful in order
to provide platform for purchasing the goods and services with help of electronic data
interchange and online transaction processing. As per the view of online shopping platform
makes it possible for the buyers to buy anything by suffering and provide the things comfort at
their home. According to the view of Lewis and et.al., (2018), it can be stated that customer
need to make the use of numerous search engines so with the help of providing the detailed
information about commodities, it will be easy to sale commodities and this also works as to
save time. As per the view of Burke and et.al., (2018) it can be stated that the online shopper
may not be able to recognize the all things in the systematic mode. The consumer dissatisfaction

can leads to have face to face interaction with store employees and it is the term that usually
faster and satisfied more. This kind of things leads to bring long term impact on the growth rate
of the retailers. According to the view of it can be stated that shopping mall has the higher
occupancy rates and it also provides an opportunity for shoppers to provide combine shopping
process with entertainment.
Theme 2: Influence laid by online shopping measures on the revenue generation of the firm
The online shopping measures are quite restrictive that will impact the operations and
thus will lead the firm to have a good assessment of business activities and thus will lay a good
impact on revenue generation of the firm. As per the views of Gilhooly and Lee, (2017), this can
be said that the proper assessment of the business activities will look after the proper
management of business activities that will help in proper assessment of the online promotions
and selling out of goods. The major and most positive advantage of the online selling of retail
products and services on selected retail organisation are that it will implicate a proper
connectivity and inter bonding with customers. Besides this, it will help the firm to implement
suitable strategies and growth measures which will influence the quality of commodities
manufactured by selected retail enterprise and get proper return of resources invested for online
selling.
On the other hand, in contradiction to it, this can be said by the analysis performed by
Schnittker, Ettl and Welter, (2018), it is found that the proper assessment and planing of online
shopping activities will help the organisation to improve the quality of profit and revenue of the
organisation. This will also lead the firm to handle the marketing, selling, purchasing and
delivering the goods that are been accessed and purchased over internet. This will also increase
the quality of business operations and thus will impact the extent of profit generated by the firm.
The online shopping or selling out of the goods by the organisation in much effective way. This
will help in properly cater the employees needs and thus, contributes in proper increase in sales
and profitability.
Theme 3: Benefits and Challenges related to online shopping
On the basis of the findings of Matsumoto and et.al., 2017, this can be said that the
proper assessment of business activities will help in proper handling of the operations or

functionality which will improve the quality of online shopping activities in much suitable way.
The effective management of the customer relationship will help in looking after the
requirements or needs of their buyers on online as well as offline medium. Thus, looking at this
condition, the firm will look after the effective handling of the online shopping measures which
are been taken in consideration by the firm. The planning of online shopping will requires high
level expertise to manage the systems and assessment of customers needs and demands. This will
help in proper assessment of the internet based marketing assessment operations and activities
which will improve the quality of services which are been offered by the organisation through
the online medium to their customers.
Other than this, Marsh and et.al., 2017 states that a proper and effective operations that
are been carried out within the organization are needed to be monitored as it will impact the
customer satisfaction level in much suitable way. The monitoring will help the organization to
look after the quality measures and safety ensures that will help in proper management of the
business activities and thus, will lead the firm to maintain the quality standards. The assessment
of the online goods and services selling will impact the operations of action plans in much
suitable and thus will lead the firm to improve the quality of products and services as per the
needs and requirements of the buyers.
Besides this, the organization will look after the proper assessment of the various
attributes that will impact the assessment of the research process that is been carried out within
organization to meet the organizational research needs and requirements. It will involve the
effective assessment of costing or budget, accessibility of the data and the ethical considerations
which are been followed by selected retail enterprise are:
Assessment of cost, accessibility and ethics
Cost: The assessment of the cost is the effective requirement of the data assessment and
evaluation process that will help the organisation to handle the business activities and thus will
help in proper carrying out of business activities in much suitable way. This will also help in
improving the actions related to data assessment process. The current data assessment operation
includes the costing or budgeting of £10,000 that will include the proper assessment of the
research operations that are been taken within the firm. It will help the scholar to gather all the

appropriate research tools and equipments, in order to carry out the data assessment process in
much suitable way. Besides this, the proper costing will help in hassle free carrying out of data
assessment process.
Accessibility: This will help in proper assessment of the proper management of the data
assessment process that will help the organisation to carry out the business activities to a greater
level. The proper and effective access that the organisation will help in proper management of
the business activities which will improve the effectiveness of a scholar or data interpreter to
gain a proper handling of an online shopping related operations this will help in the proper
assessment of the business activity that will help in proper manner the improved accessibility for
a business operation will help the firm and scholar to carry out the data assessment and research
process. Other than this, it will help in proper management of the data evaluation that will help in
improving planning of research activities.
Ethical consideration: The proper assessment of the ethics and operations is also very
important and effective way to maintain the research process in much effective manner. This will
help the organization to improve the quality of business operations which will help the firm and
the scholar to gather the appropriate data and assessment operations in much effective way. The
following of proper ethics will help the organization to improve the data assessment operations
and gain the effective result related to operations which will help in the effective assessment of
business activities and thus will lead the enterprise to improve the business operations and
activities in much suitable way. This will help in the proper assessment of the business research
activities which will help the individual to carry out the data evaluation process related to the
assessment of the impacts laid by online shopping measures on the profitability of the business
activities to a greater level.
RESEARCH METHODOLOGY
Suitable research methodology is formulated that will affect overall business research
activities which will impact the overall operations and research actions chosen by the firm and a
scholar. The proper assessment of the research and data evaluation which is followed within an
enterprise, impacting assessment and achievement of desired data and objectives. Effective
handling of research methods supporting organization to improve the quality of research process

which is been carried out within Morrison. It imoproves the effectiveness of operations and
gaining the effective placing of business activities. The effective research methods which are
been followed by the scholar to execute the data assessment process within the organization in
much significant way is as follows:
Research strategy: the proper selection of research type will help the organization to
carry out the data assessment activities in much effective way. This will lead the selected retail
enterprise to carry out the business operations. A proper research process is done that will impact
the business operations in much effective way. This will impact the sales of the organization and
thus will lead the retail enterprise to plan its strategies in much suitable manner. The selection of
a good and effective research type or data assessment process helps the organization place the
operations with efficiency. It will help the organization to meet the business activities and thus
will lead the scholar to get the proper return from the outputs received and thus will lead the
organization to improve the effectiveness of data assessment process which will impact the
operations of the organization. The qualitative data assessment process is selected within
enterprise.
Research Approach: Selection of effective research approach is the major action that is
required to maintain the quality of data assessment processes which will improve the quality of
outputs that are been received in much effective and suitable way. A proper and effective
research type will help the firm to maintain the quality of operations and thus will help in proper
assessment of the impact laid by online shopping on the revenue generation or profitability of
organization in much suitable way (Antigoni Papadimitriou, 2018). The selection of an
appropriate research process is also considered as an important part of a data assessment and
effective placing of business operations will help the firm to improve the evaluation process
which will help in proper assessment of business activities with much efficiency and plan the
future strategies along with it. For the present data analysis and evaluation process, qualitative
research approach is been selected. This will help the scholar to carry out the research process in
much effective way. This will also lead the firm to improve the quality of operations and will
assist the scholar to get the proper idea about the influence laid by online shopping activities on
the profitability and operations of the organization in much effective way. The current research