Online Store for Primark INTRODUCTION
Online shopping is becoming tremendously popular among customers. Major fashion retailers have established their online presence to expand their market. Primark is one of the fashion retailers having lowest prices among the high street brands. The aim of this study is to analyse the consumer shift from high-street shopping to internet shopping and evaluate how an online store can affect the retail business of Primark.
The research question of this study is mentioned below in form of hypothesis.
H0: Should Primark launch an online shopping store?
H1: Should Primark not launch an online shopping store?
AREA OF STUDY
Managing an online business falls under the category of Innovation and Change management.
Since early 1990s, according to Chen & Chang (2003) e-commerce has tremendously grown and as a result the world retail infrastructure has been transformed rapidly. Although the Internet burst between 2000 and 2002 which slowed down the rage in the financial market, however the Internet infrastructure continues to grow. It has now become an integral part of the market strategic portfolio for many organizations. In this internet niche, to be and remain successful many retailers engage in business model reengineering to keep up with changes in how customers acquire goods and services. One of the customers approach these days is online shopping. Ward (2001) strongly suggests that consumers consider online shopping as a closer substitute of catalog shopping or traditional retail stores.
A review of the initial literature research highlights that previously established firms can enhance their business by developing an online presence in addition to their current business practices. Any business activity done over the internet is called e-business. Canzer (2006) defines e-business as an organized effort of individuals to produce and sell, for a profit, products and
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