An investigation of consumer behaviour influences relating to online and in-store retailing

Abstract

Purpose- This dissertation research study aims to gain a deeper understanding of the factors that influence consumer behaviour when using in-store and online retail methods. The study also aims to understand how consumer choice is influenced and the affect this has on online and physical stores. Previous studies in this field only look at consumer behaviour. This study will build upon existing literature on consumer behaviour and seeks to examine consumer choice influences upon online and in-store retailing. Design - A qualitative research approach was determined to be the most suited in carrying out this research study, as it specifically looks at consumer experience and perceptions for the purpose of understanding the influencers of consumer behaviour. Methods - The method chosen for conducting research was in-depth semi-structured interviews. Participants interviewed were required to meet the specific criterion of females aged between 18-25. The researcher interviewed a total of eleven participants and the data collected was transcribed and inserted into a thematic framework. The themes identified in the framework aided the researcher in synthesising primary data collected in the interview process and secondary data presented in the literature review. The researcher was then able to discuss the findings of the research in relation to the aims and objectives of the research study. Findings and Discussion - The findings indicate that online retailing has not at present, overtaken in-store retailing as a preferred retail method. Futhermore the findings highlighted that there is a continued demand from consumers for organisations to provide more convenient retail methods. Value- The findings achieve the aims of the research and add an in-depth analysis to the current literature of consumer behavior. This study provides valuable information about what influences consumer choice in relation to online and in-store retailing. This information is useful to organisations when structuring their business and can aid in gaining competitive advantage.