The Factors Driving Consumer Behaviour and Experience in Buying Products through Online

by

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

The growing use of Internet in United Kingdom provides a developing prospect for online market place. If E-marketers know the factors affecting online United Kingdom buyers' behaviour, and the relationships between these factors and the type of online buyers, then they can further develop their marketing strategies to convert potential customers into active ones, while retaining existent online customers. This paper is part of larger study, and focuses on factors which online United Kingdom buyers keep in mind while shopping online. It also investigates how different types of online buyers perceive websites differently. The main focus of the research is on Factors Driving Consumer Behaviour when buying online in United Kingdom. The research also analyzes the Trust consideration of consumer for Online market place and tries to gauge its effect on Consumer Behaviour. Besides that the research also describes the factors which have an impact consumer experience when buying online. The research is based on quantitative methodology. Finally the research will analyse the survey questionnaire and interpret the result which helped to achieve the aim of the research.

Table of Contents

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Purpose of the Study2

Problem Statement2

Rationale of the Study3

Aims and Objectives3

Theoretical Framework4

Research Questions4

Ethical Concerns5

CHAPTER 2: LITERATURE REVIEW6

Consumer Behaviour6

Consumer Behaviour Approaches6

Intrinsic Variables7

a)Personality and self concept8

b)Motivation8

c)Information Processing8

d)Learning and Memory9

e)Attitudes9

Cultural Infulence9

Modern Theory of Consumer Buying11

Diminishing Marginal Utility12

Online Marketplace12

B2c/C2c Online Marketplace13

Characteristics of an Online Marketplace13

Emergence of the Online Marketplace14

Impact of Web Advertising on Online Marketplace16

Consumer Behaviour Model for Online Market17

Online Buying Behaviour of Consumers19

Process of Online Buying20

Online Buying Behaviour of Consumers22

1.Planned Buying Behaviour22

2.Unplanned Buying Behaviour22

Types of Online Buying Behaviour of Consumers23

1.Dissonance Reducing Buying Behaviour23

2.Habitual Buying Behaviour23

3.Variety Seeking Buying Behaviour23

Factors Driving the Online Buying Behaviour of Consumers24

Group Influence26

Involvement27

Product Evaluation27

Behaviour directed toward a goal vs. Experiential behaviour28

Trust Consideration of Consumer on Online Marketplace29

Attitude of Consumer toward Online Marketplace31

Emotional and Behavioural Loyalty32

Online Buying Experience of Consumer in United Kingdom33

CHAPTER 3: METHODOLOGY34

Research Design34

Research Process34

Instrument35

Data Collection Method35

Likert Scale35

Survey Questionnaire36

Sample Selection36

Research Philosophy36

Reliability38

Validity38

Significance39

Preparing Survey Data for Investigation39

CHAPTER 4: DISCUSION AND ANALYSIS42

Consumer Confidence in Buying Over the Internet42

Trust Consideration: Internet as a means of Purchase42

Online marketplace: The Future45

Summary45

Market stimuli46

Analysis of Survey Questionnaire46

Sample Size46

The Survey46

Question 01: Online marketplace47

Question 02: Influence of Online marketplace48

Question 03: Role of Web advertising48

Question 04: Customer Perception49

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