Resaerch Proposal
Research Proposal - By Sanchita Chowdhury
Website’s design factors impact customer shopping attitudes
Abstract
Today internet plays a very important role in the retail industry. The retailers use the internet in all round activities from gathering customer data; understand market demand, promotion, to showcasing their products, getting customer feedback, and selling the products. Different studies show the impact of different factors on customers’ both online and offline shopping attitudes. This research paper has the purpose to explore which factors and how the design of any retail website is affecting customers purchase behaviour. The primary data will be collected through customer survey targeting 300 general retail customers with an expected response rate of minimum 60% and through 5 semi-structured focus group interviews with regular online customers and 3 one -to-one interviews with web designers. The secondary data will be collected from different website design related articles.
The survey contributes to categorical quantitative data while interviews and secondary data will contribute to qualitative data. Qualitative data will be analysed through inductive approach and quantitative data will be analysed by identifying the data patte rns through mode, median etc. This is a 10 week project with an approximate cost of £800. This research will help any new or established business to identify the factors in website
(transactional or non-transactional) design that needs to be properly taken care to improve the customer’s volume online or offline.
Introduction
Relevance of the Proposed Research to Business Research
Today a website acts as a window for the retailers to reach the customers via internet. In
UK, currently 69% retailers are having transactional websites and 5% are planning to develop such facility. 88% retailers believe that non-store sales are going to increase in
2011(Ferguson 2010).Though the retail industry in UK has
Website’s design factors impact customer shopping attitudes
Abstract
Today internet plays a very important role in the retail industry. The retailers use the internet in all round activities from gathering customer data; understand market demand, promotion, to showcasing their products, getting customer feedback, and selling the products. Different studies show the impact of different factors on customers’ both online and offline shopping attitudes. This research paper has the purpose to explore which factors and how the design of any retail website is affecting customers purchase behaviour. The primary data will be collected through customer survey targeting 300 general retail customers with an expected response rate of minimum 60% and through 5 semi-structured focus group interviews with regular online customers and 3 one -to-one interviews with web designers. The secondary data will be collected from different website design related articles.
The survey contributes to categorical quantitative data while interviews and secondary data will contribute to qualitative data. Qualitative data will be analysed through inductive approach and quantitative data will be analysed by identifying the data patte rns through mode, median etc. This is a 10 week project with an approximate cost of £800. This research will help any new or established business to identify the factors in website
(transactional or non-transactional) design that needs to be properly taken care to improve the customer’s volume online or offline.
Introduction
Relevance of the Proposed Research to Business Research
Today a website acts as a window for the retailers to reach the customers via internet. In
UK, currently 69% retailers are having transactional websites and 5% are planning to develop such facility. 88% retailers believe that non-store sales are going to increase in
2011(Ferguson 2010).Though the retail industry in UK has
References: Bruce, Margaret., Moore, Christopher.,Birtwistle,Grete (2004) International Retail Marketing Oxford:ELSEVIER Butterworth Heinemann. Ferguson,Tim (2010) ‘Retailers revamp ageing tech to cash in on multichannels’ [Online] available retailers-revamp-ageing-tech-tocash-in-on-multichannels-39746212/’ [24 July 2011] GMID (2011) ‘Internet Retailing in the United Kingdom’ [Online] available from Hanai,Tonumi., Oguchi,Takashi (2009) ‘How do customers perceive the reliability of online shops?’ Journal of Psychological Research on Cyberspace [Online] available from Kim, Soyoung., Stoel, Leslie (2004) ‘Dimensional hierarchy of retail website quality’ Information Kotler, Philip (2009) ‘Marketing Management’ Edinburgh: Pearson Education Saunders Smith,Mark Easterby et. all (2011) Management Research Britain: Sage publications. Tan, Gek Woo.,Wei , Kwok Kee (2005) ‘An empirical study of Web browsing behaviour: Towards an effective Website design’ Electronic Commerce Research and Applications