An Analysis of Impact of Internet Marketing On Consumer Buying Behaviour and its Effects on Small and Medium-Sized Enterprises (SMEs) in Lewisham, South-East London

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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, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with the university.

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ABSTRACT

Due to increasing demand of the world, most of the businesses are going online to meet the ever-changing demands of the customers and day to day competition. It has been seen from the studies that ecommerce provides a platform to the business to meet the customers' demands and run their business efficiently. This research study is an attempt to explore the impact that internet marketing and ecommerce has on the buying behaviours of the consumers in Lewisham. The methodology that has been adopted for this research study and in order to answer the research questions is qualitative and quantitative. For the quantitative research a survey has been conducted with the consumers and the staff members working in the SME sector in Lewisham. Even today, some considerable time after the so called 'dot com/Internet revolution', electronic commerce (E-commerce) remains a relatively new, emerging and constantly changing area of business management and information technology. There has been and continues to be much publicity and discussion about E-commerce. '

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

LIST OF FIGURESVIII

CHAPTER 01: INTRODUCTION1

1.1. Background of the Study1

1.3. Rationale of the Study2

1.5. Aims and Objectives2

1.6. Research Questions3

1.7. Scope and Significance of the Research3

1.8. Layout of the Dissertation4

CHAPTER 03: LITERATURE REVIEW6

3.1. Introduction6

3.2. History of Internet Marketing in England6

2.3. E-commerce and Traditional Commerce9

2.4. Internet marketing In SMEs Business10

2.6. Benefits of E-commerce13

2.7. Traditional Enterprise and Ecommerce Business13

2.8. The Traditional Enterprise14

2.9. IT -Related Adoption Research in SMEs15

2.9.1. Personal Computer Adoption16

2.9.2. IS Adoption16

2.9.3. Internet-Related Adoption Research in SMEs Communication Technology and Internet Adoption16

2.9.4. E-commerce Adoption17

2.10. E-commerce implementation strategy18

2.11. Evaluation of E-Commerce Investment in SMEs19

2.12. E-commerce Solutions19

CHAPTER 03: RESEARCH METHODOLOGY21

3.1. Introduction21

3.2. Overview of Research Approach21

3.3. Overview of Quantitative Research Approach21

3.4. Rationale for Employing a Quantitative Research22

3.6. Data Collection23

3.6.1. Analysis of Primary Data23

3.7. Research Tool Utilized24

3.8. Justification of the Research Tool24

3.9. Data Analysis24

3.9.1. Quantitative Analysis24

3.10. Population and Sampling25

3.10.1. Population25

3.10.2. Access to Participants25

3.11. Participants of the Study25

3.11.1. Survey Participants25

3.12. Informed Consent26

3.13. Confidentiality26

3.14. Reliability/Dependability26

3.16. Ethical Considerations29

3.17. Conclusion29

CHAPTER 04: DISCUSSION AND ANALYSIS30

4.1. Questionnaire Analysis (Consumers)30

4.3. Discussion60

4.3.1. Benefits of Ecommerce on SMEs60

4.3.2. E-commerce trends in Lewisham61

4.3.3. Barriers to ecommerce adoption62

CHAPTER 05: ...