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A Quantitative study on “Examining Consumer Decision Making when selecting E-Commerce Platforms Versus Traditional Brick-Mortar Stores”

Siddique, Uzayr Hassan (2017) A Quantitative study on “Examining Consumer Decision Making when selecting E-Commerce Platforms Versus Traditional Brick-Mortar Stores”. Masters thesis, Dublin, National College of Ireland.

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Abstract

The Main Purpose of this research is to examine consumer’s decision making when selecting E-commerce platforms versus traditional brick-mortar stores. This study will aim to understand how consumer’s decision making is effected due to the advent of online shopping (E-Commerce) over the traditional stores, what are the decision-making factors that influence consumers to buy products online rather than buying products from the traditional brick-mortar stores? The study is conducted in a particular geographical area which is India. As the country is booming and trending in the Online shopping industry, this is leading to the death of the traditional brick-mortar stores.

The study was limited to respondents living in India and who have used online shopping previously and presently. For the goal and purpose of this dissertation, the researcher to examine the consumer decision-making factors between online vs traditional brick mortar stores used a quantitative method through a non-probability method snowballing technique. The Researcher set up an online questionnaire survey on google forms to gather results. A Preliminary pilot study test consisting of five participants was first conducted which formed the basis for the questionnaire. After gathering data from the survey, the researcher used statistical packages like SPSS to analyze and examine responses. The statistical data analysis method used by the researcher was correlation and logistic regression on basis of categorical and continuous variables.

The results of this dissertation revealed the positive and significant correlation between gender and channel preference and average spending, in other words, males prefer traditional channels more than females and males spent less on average on online shopping compared to females in the sample.

The researcher looks forward to contributing to existing knowledge about consumer's decision-making factors between online vs traditional brick-mortar stores. Future research should be focusing more on the demographic factors like marital status, income, and education which will affect online shopping channels and traditional brick-mortar stores.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Electronic Commerce
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Online Shopping
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Online Shopping
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 22 Nov 2017 16:25
Last Modified: 22 Nov 2017 16:25
URI: http://trap.ncirl.ie/id/eprint/2907

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