Business Research Report: Impact of Veganism and Online Shopping

This business research report delves into the evolving landscape of consumer behavior and market trends, focusing on two key areas: veganism and online shopping. The report begins by exploring veganism, examining its rise in popularity, the motivations behind the dietary shift, and its impact on retailers and fast-food chains. It investigates whether veganism is a passing trend or a sustained lifestyle choice, supported by data on the increasing number of vegans and the influence of social media and celebrity endorsements. The second part of the report investigates the growth of online shopping, analyzing its impact on the retail sector, comparing online versus in-store spending, and assessing the reasons behind changing consumer preferences. The research further examines the impact of the COVID-19 pandemic on online shopping, highlighting the importance of technological advancements for businesses to adapt to changing global conditions. The report concludes with a discussion on the research methodology, outlining the study's aims, objectives, scope, and data-gathering techniques used to analyze the impact of these trends. The report provides a comprehensive overview of current market dynamics, offering insights into the changing consumer behavior and the strategies businesses must adopt to thrive in the modern era.

Business research

Table of Contents
Introduction......................................................................................................................................1
Main Body.......................................................................................................................................1
Part 1................................................................................................................................................1
Topic 1: Veganism-Fashion or Fad?................................................................................................1
Topic 2: Online Shopping-how much scope is there?.....................................................................3
Part 2................................................................................................................................................4
1. Background of the study.....................................................................................................4
Definition of the problem.......................................................................................................5
3. Aims and objectives...........................................................................................................6
4. Scope of the study..............................................................................................................7
5. Sampling plan.....................................................................................................................8
6. What are the different data gathering techniques available to researchers......................10
7. Research approach and methodology...............................................................................10
REFERENCES..............................................................................................................................13

Introduction
As the businesses are globalising and expanding their businesses it is important that they make
use of advanced technologies so that they can deal with changing conditions in the business
environment which can help them to survive in a sustainable manner. It is also important that the
businesses focus on customer satisfaction and provide them with goods and services that can
help in increasing their value for money and also deal with their changing g needs and
preferences (Selezneva and Van Kerm, 2016). In the recent global scenario the world is
witnessing the spread of Corona virus which has impacts the economies of various nations and
also the businesses has suffered losses because of the worldwide lockdown. In this pandemic the
businesses that are able to deal with customers through online services have managed to survive
which increases the importance of online shopping in the present scenario. In this report
discussion related to veganism, online shopping will be done in the first part of the report. In the
second part of the report a research is carried out by using various research methods so that the
impact of global pandemic on the increasing preference of customers towards online shopping
can be studied in detail.
Main Body
Part 1
Topic 1: Veganism-Fashion or Fad?
A Veganism is consider to be a choice of people to follow a diet that cut down all the
animal related products such as meat, fish, eggs and dairy. People remain more concern toward
intaking non-veg food in order to enhance the rate of protein in their diet. But today people are
getting more attracted toward spending more money over the vegan products and plant related
food in their diet. According to the information presented by Jones. L., 2020, gathered from a
research of vegan society it has been determined that their are around 600000 vegans within UK
which was on the figures of 150000 in year 2006. This change in dietary habit is more in female
than that of males (Waters, 2018). Apart from this it is also identified thar around 360000 people
are vegans who commit that they use cosmetics, accessories or clothes that are free from animal
products. This is getting more and more in trend as the influencer at social media sites are
regularly presenting people with several different benefits that they will get when they go for
vegan diet. Hence, it can be said that social media platform is taking up a big part by giving rise
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to the p;ant based lifestyle. There are several celebrities like Miley Cyrus, Ellen DeGeneres and
Ariana Grande etc. are some well known personality who don’t use animal related products and
these factors are encouraging people to go for vegan.
With this increasing shift in the customer demand from non-veg product to plant based
food the supermarket chains that operates in UK are also focusing on stocking more vegan
options in their stores for keeping compatible with the consumer demand and taste. In year 2018,
Waitrose has introduced the dedicated vegan section within around 130 of its shop and its
competitor Iceland state that there is a increase in dale of its plant based food up to 10% last year
that represent a big shift in market (Mintel. 2017). While maintaining with this trend several of
the fast food chain such as McDonalds, Burger King, Greggs, KFC etc. also added an option of
vegan related food in their menu so that the client base can be maintained.
There are number of reason due to which the people are cutting down their animal related
products such as antibiotics, as plant food contains several properties which not only help in
supplying eth effective amount of protein and nutrition rather it also involve a property of
antibiotic which increase the immune system that keep body away from any kind of infection or
virus. Another reason is that weight management, as plant-based food help people in managing
their weight by cutting down things which creates fat to body. Despite of this, people also choose
to be vegan as it provides environment friendly things which do not harm or result into any kind
of reaction to people.
Hence, from the above presented data it is clear that going vegan is not a fashion rather it
hold a valid reason as people are getting more health conscious and also remain concern toward
environment which make them move for a vegan diet (Mintel. 2017). This vegan diet concept is
getting so much popular that it is attracting people to be aware about it and influence to adopt it.
The thing which is making it, is increasing interaction of people over social media sites as people
are getting more awareness about this vegan lifestyle from the people who inspire them. This
information about then concept as well as benefit people getting more interested in this and
adopting it frequently. It has been found that vegan related information is most widely searched
by the people and this practice make it changed fundamentally from last six to seven years.
Social media has bought this concept in forefront of customer’s mind and make them realise its
role in one’s life and to the environment as well. Despite of this a campaign i.e. The Veganuary
Campaign brings up a huge shift by making 250000 people pledge to go vegan for the first
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month of year i.e. January (Quinn and Westwood, 2018). Hence it can be said that Veganism is
a hot topic at present as the number of google search and questions related to it has been spiked
up within recent time period. It is also expected to grow in near future as more and more people
are getting aware about it accepting this concept in their day to day life for improving the quality
of lifestyle.
Topic 2: Online Shopping-how much scope is there?
The online shopping has bring up a huge change within the purchasing pattern of people
as they are getting more and more dependent over the comfort of benefit that they get from
online shopping. The purchasing made over retail products online is consider to be an important
and increasing part of retrial sector. The online shopping is getting more and more popular
among people which in turn reduces the number of new store opening and at the same time
increasing eth closure of existing Brick and mortar stores which creates a total loss of 1770
stores as marked by year 2017 (Kalulu, 2019). The main reason behind this is increasing the e-
commerce sale which in turn affecting the consumer behaviour as well.
In order to determine whether the online shopping is end of the brick and morter sale the
data from the performance of both the channels has been analysed. From this it has been found
that there is around 4.7% of the money in retail industry which is approximately £366 billion in
year 2017. While comparing it with online sale there is only a increase of around 15.9% in
comparison with eth growth of 2.3% in sale within store (Murphy. R., 2018). Hence, it has been
found that despite of online presence spread all over the customers prefer to spend money more
on store purchase when it is about the retail industry and the spending of online shopping is
totally over the non-store retail products.
So, it has been found that more money is spend within the store rather than the online
shopping. Though they online presence of retail sector is growing and spending is also increasing
the growth of e-commerce platform, but still the sale within the store is relatively flat and it is
supporting toward increasing the presence of retailing all over the world. But as seen in past few
year online sale shows a sharper trade of growth by increasing it around six-fold since 2008
which contribute toward providing a big shift to the overall sale of retail industry. Online sale is
though increasing year to year by it really get set off in last three years as the people are getting
more technological advanced and prefer to spend more over online platform (Kalulu, 2019). This
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in turn results into a slightly slowdown within the store spending that shows a beginning in shift
of people toward adopting an online medium as shopping their product or services.
Apart from this by deeply studying the ration of increasing in spending of consumer and
growth of channel in sale it can be said that from year 2008 to 2017 in online and store sale the
growth rate has expanded widely and also there is growth within spending over online sale
throughout all the sector. Despite of this it has been found that there is a higher growth within the
online sale of non-store retail sector in recent year. In line with this the non-food stores that are
due to the combined growth within departmental store along with the household, clothing and
non-food stores. When it is about the store sales, we can see there is a down in the store sale has
been marked but still it is found that money spent in still present within the store.
Hence, with this comparison it is clear that technology has bring a huge shift within the
consumer behaviour toward purchasing of product or services (Mijoska, 2017). It has grown the
adoptability of online stores among the consumer in order to make a easy move to make
purchases. Whilst the online sale is growing at a rapid pace but still it can be said that the brick
and mortar sale is still moving and cover around 82% of the sale. Online spending is increasing
day by day but the spending of store is remaining relatively stable. But it is not that people will
totally cut off the brick and mortar shopping. This will not be going extinct and several people
are there who still prefer to went to physical stores ion order to make purchases, despite of
choosing online medium to make all of their purchases. Hence, their remains a less spending on
physical stores and more in online due to its quick possible services and anytime anywhere
services which saves time and cost of consumers. Other than this they also get a range of options
to choose from which is not always possible in store. Hence, these benefit and convenient
shopping is the main reason behind this increasing popularity of online shopping.
Part 2
1. Background of the study
This study is related with the increase in importance of online shopping in relation to the
spread of global pandemic corona virus is discussed. This will help in analysing the importance
of use of new and advanced technologies by businesses will be discussed so that they can survive
in the changing business environment. This study will also help in understanding how businesses
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can survive in an environment where all the businesses are facing downfall due to the changing
global conditions along with changing customer preferences related to shopping (Tatli, 2017).
As the COVID-19 has hit the global market the importance of online shopping has
increased so that least contact can be made with people and safe home delivery can be received
by the customers of their desired products. This has increased the importance of using online
platforms by various retailers so that they can continue to trade in the market and supply goods
and services to customers. Thus the businesses must improve their technologies and know-how
so that they can deal with the changing global conditions and efficiently makes available their
servicers to the customers. It is also important that they improve the convenience for their
customers by making the portals more customers friendly which can help in increasing their sales
online (Treanor, 2016). The companies also need to improve their delivery process and supply
chain management in such a manner that the customers can be made available with products as
per their order and within the delivery time so that high customer experience can be created. It
will also help the companies in improving their brand image and reaching to a large number of
customers so that business expansion can be done.
Definition of the problem
With the spread of global pandemic COVID-19, online shopping has become more
prominent in market with the increase in preference of customers to purchasing their items
online. As the disease spread through human contacts it is important that social distancing is
maintained in the market which has led to increase in long queues in the stores with people
standing at about a distance of 3 feet from each other. This has increased the role of online
shopping so that the customers can place their desired orders online and get their item delivered
at their homes in a safe manner. The main problem thus here is how can the businesses reach to
their customers safely and carry on their businesses effectively (Von Bergen, 2017).
This problem can be addressed by businesses trough the way of effective application of
technology so that they can make items available to customers by the way of online shopping
facility. This will help in reaching to the customers effectively and also help in saving the spread
of corona virus among customers. It is also important that the method of online shopping is made
highly safe by businesses by the way of proper sanitization and taking efficient care while
making the delivery so that the spread can be controlled and also the trust of more customers can
be achieved. It will also help the businesses in achieving high growth rate as the sales can be
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increased and also more number of customers can be reached in an effective manner. Online
shopping is also being preferred by customers as it help in increasing their convenience and also
in enhancing the experience of shopping (Livingston and Bucher, 2020).
Thus it is important that businesses take the advantage of corona virus and make use of
technology so that they can reach to their customers in an efficiently manner and survive in the
market successfully. It is also important that they improve their way of dealing with customer’s
needs so that they can compete in the market. this also help them in gaining support from country
government as they help in contributing towards the economy and also in reducing the risk of
pandemic spread through online platforms. This also gives the businesses many opportunities
like increased reach to target customers by the way of online shopping as the customers located
in different geographies can also order their products from company. It can also help in
improving the management of inventory so that only the cost can be reduced which can help in
making the businesses more profitable. Thus the ways through which the companies can reach to
the customers in the pandemic time is through encouraging online shopping and dealing with
customer needs in an effective manner. The companies must develop application that is user
friendly so that maximum benefits can be achieved through them. Also it can help in reducing
the spread of corona virus which is the needs of the hour so that the businesses can survive
sustainably and can also earn profits in market.
3. Aims and objectives
Research aim
The aim of conducting current investigation is, “To investigate the influence of corona
virus on increasing the preference of customers towards online shopping.” A study on E-
commerce industry.
It has been seen that due to current global Pandemic i.e. COVID-19 individuals as well
the government is more emphasising on social distancing and creating a control for avoiding
crowds and pubic gathering thus, the current investigation aim at evaluating the influence of
corona virus on increasing the preference of customers towards online shopping.
Research Objectives
The main objectives and purpose set for current research work are stated as follows:
 To determine the impact of corona virus pandemic on change in customer shopping
habits.
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 To determine the impacts of corona virus on the business of online retailers.
 To investigate ways through which retailers can reach to customers in the corona virus
pandemic.
 To determine the ways through which safe delivery of products can be done to customers.
Research Hypothesis
A research hypothesis basically represent the set of a is a specific, clear, and testable
proposition or predictive statement that provide information about the possible outcomes and end
results of a research and investigation that is based on a particular topic. For current research
work that set and possible hypothesis that are evaluated through current research work and
investigation consists of determining the impact of corona virus pandemic on change in customer
shopping habits along with its impact on the business of online retailers. Further, the
investigation also focuses on the ways through which retailers can reach to customers in the
corona virus pandemic in order to safely deliver the products to the customers.
4. Scope of the study
The scope of the study basically represent the such areas and things that are to be covered
and included in the current research project. Scope of research forms a vital part of an
investigation as it clearly provide information about the extent of content that would be covered
by the means of the research or investigation in order to come to more logical conclusions and
also helpful in giving conclusive and more satisfactory answers to the research the research
questions and problem statement.
The scope of the current investigation conducted on the E-commerce industry is quite
wide and consists of all vital information and fact associated with the influence of corona virus
on increasing the preference of customers towards online shopping. The main focus and
emphasis of current research work is on determining the impact of corona virus pandemic on
change in customer shopping habits together with impacts of corona virus on the business of
online retailers. It has been seen in current business environment that the sales and productivity
of organisation is adversely affected due to corona virus and its implication that lead to
lockdowns and social distancing thus, scope of current research work is quite wide as it lead to
effective understanding about the change seen in buying habits of customers due to COVID-19
along with leading awareness about the various impacts and significant influence lead by corona
virus on the business of online retailers.
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Beside this, the scope of current research work also includes the evaluation and
investigation about the various ways through which retailers can reach to customers in a more
effective and safe way at the time of corona virus pandemic. It has been seen currently that
various control and barriers are set by government to ensure better control on crowds and social
and public gathering to limit and control the flow of COVID-19 thus, at that time it become more
vital and crucial for retailers to find out some better and more effective ways to reach customers.
Thus, the scope of current research work is quite wide and useful for all individuals and retails
organisation.
5. Sampling plan
Introduction of sampling: As in research the word sampling is term used as set or group od
people, objects or other aspects which are taken form the larger population of measurement. The
sampling should be proper presentation of the population size which has been approached for the
research purpose to fulfil the objective that makes the ensures about generalisation findings from
the research sample to the population as well as the whole criteria (Tang, Berkane and
Dimarogonas, 2020).
Sample: A sample refers is a smaller and manage the larger group of population as it the
type of the subset which contain the characteristics of the larger population. Samples are the
most prominent statistical testing on the matter of the population size is becomes bigger than as it
includes the part of the observations. It should represent the all over population but reduces the
unwanted biasness and discrimination factor from specific attributes.
Samples are assorted by the variety of settings where the research is conducted, Scientist,
marketers, government agencies, economists or other research group are among of the sample
studies are to be mapped.
Types of Sampling Method
There are following the important types of sampling which helps to identify the best
alternative assorted sampling method in research are as follows
a) Probability Sampling: It is a sampling method that adopts random members of a
population by setting a few selection criteria (Lin and Saripalli, 2017). These selection
parameters allow every member to have the equal opportunities to be a part of various
samples. In probability sampling there is different types of sampling techniques are:
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 Simple Random Sampling: the prominent and frequently used by researcher as it
is the best probability sampling techniques that helps in saving time and resources
(Aslan, Bakir and Vis, 2020). It is a trustworthy method of obtaining information
where every single member of a population is chosen randomly, merely by chance
and each individual has the exact same probability of being chosen to be a part of
a sample.
 Cluster Sampling: Through the process of this a method where the researchers
divide the entire population into sections or clusters that represent a population.
Clusters are identified and included in a sample on the basis of such as age,
location, sex etc. which makes it extremely easy for a survey creator to derive
effective inference from the feedback.
b) Non-probability Sampling: As through this sampling method is conditional on a
researcher’s ability to select members at random. This sampling method is not a secure or
pre-defined selection process which makes it difficult for all elements of a population to
have equal opportunities to be included in a sample. As through this it also contain the
different type of non-sampling method.
 Convenience sampling: This method is dependent on the ease of access to
subjects such as surveying respondent or participant at as in rush areas or a busy
street. It is usually termed as it’s carried out on the basis of how easy is it for a
researcher to get in touch with the subjects (Iglisch, Jetter and Bertsche, 2019).
Researchers have nearly no authority over selecting elements of the sample and
it’s purely done on the basis of proximity and not representativeness. This non-
probability sampling method is used when there are time and cost limitations in
collecting feedback.
 Judgmental or Purposive Sampling: As in this non sampling method the sample
is constructed and scrutinize by the discretion of the judge purely considering the
purpose of study along with the understanding of target audience (Bircher and et.
al ., 2017).
As through the researcher they are obtain and assorted the population of sampling size by
undertaking or considered the probalistic sampling through comes in simple random sampling
and assorted the research data for making the matches or to fulfilment of the research objective
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in which Probability sampling method is suitable for the making of the sampling sizde
differentiate toward the completion of research.
6. What are the different data gathering techniques available to researchers
There are various data gathering techniques that can be put into considerations and used by
a researcher for collection of data during an investigation.
Questionnaire/Survey- It is basically a written document that consist of a set of questions
in order to evaluated the perspective and view point of respondents. The main advantage of
making use of questionnaire consist the fact that it lead to collection of large amount of
information in relatively short period and also provides a more cost cost-effective and time-
efficient way of data collection along with easy to evaluate objectively (Kumar, 2019).
Interview- It is basically a more complex way of data collection that involves an
interviewer who is mainly the researcher who coordinates the process of the conversation and
asks questions and the other one is interviewee who responds to those questions. The main
advantage and benefit of using interview as data collection method is that it lead to more in-
depth and detailed information about the thoughts and feelings of respondents to have more valid
justification to reach a conclusion (Wiek and Lang, 2016).
Out of these two method of data collection use of questionnaires is more justifiable and
suitable for current research work as it ensures collection of data in more cost and time effective
manner along with better evaluation of objectives and collected data. Further, because of global
pandemic of COVID-19 conduction of interview is not possible and does not seems viable thus,
questionnaire would be used a data collection technique in consideration to current research
work.
7. Research approach and methodology
Research approach and methodology basically represent the set of method and techniques
that are adopted by an investigator to conduct a research work in a more effective and better way.
To have proper justification and consideration for Research approach and methodology that are
adopted for current research work use of Research onion is made as it explain the different stages
of writing or conducting a research through creating a better organised methodology, a
description of which is provided below:
Research Philosophy- It basically refers to the set of principles that are concerning and
based on worldview or stance of various researcher from which the research is conducted. It is
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basically of two type that consists of Positivisms and interpretivism. Out of these two research
philosophy the positivism is basically associated with view point that knowledge is independent
of the subject being studied (Daniel and Harland, 2017). On the contrary, the interpretivism
philosophy is associated with own perception and self understanding of reality through various
researcher. Thus, use of positivism philosophy seemed more suitable and viable for current
investigation as it lead to a more practical and viable method of investigation along with
systematic evaluation of quantitative research method.
Research approach- This part of methodology is mainly bifurcated into two main types
i.e. deductive and inductive research approach out of which use of deductive is mainly made to
start with a specific hypothesis development that is particularly based on the literature review
where as inductive approach deals with observations that the researcher uses to develop a new
theory (Daniel, Kumar and Omar, 2018). For current investigation use of deductive approach is
considerable as it lead to better base and framework for conducting current investigation that
would be based on Quantitative research method.
Research strategy- The plan and strategy to meet the objectives of current investigation
include the survey method where data would be collected with the help of a questionnaire and it
lead to most easiest and simplest way for collection of data.
Research method- Out of the two most vital research method that consists of qualitative
and quantitative research method adoption of quantitative seems more considerable and
justifiable. It has been seen that qualitative is mainly associated with collection of in-depth
information and detailed study that is more time consuming (Krishnaswamy, 2016). Thus,
selection of quantitative research method is more viable and suitable for current investigation as
it lead to collection of data in numeric form that is easy to collect and present in a more better
way.
Time Horizons- This section of research methodology is also divided into two broad
category that is cross-sectional and longitudinal out of which use of cross sectional timelines are
made as it reflects all activities at a single point of time. To represent all the activities associated
with current investigation use of Gantt chart is made that is provided below:
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