The Influence Of Marketing Techniques By Online Shopping Companies On Young Adults In The United Kingdom: The case study of ASOS

By

of Phoenix

ABSTRACT

The purpose of this study is to find out the marketing techniques for online fashion retail store i.e. ASOS. This study also investigates how online UK stores' marketing techniques influence young adults. The purpose of this study is to gain a better understanding and conceptualization of retail place attachment in relation to consumer patronage. This study proposes an empirical look at the meaning of place attachment for the retail consumer and studies its role in on-line shopping patronage. A theoretical framework was developed from a review of the literature which guides this research. Qualitative and quantitative methods were implemented to increase the understanding of retail place attachment in relation to retail patronage. Mixed methods are appropriate when explaining complex phenomena from different perspectives.

ABSTRACT2

CHAPTER 1: INTRODUCTION1

Background of the study1

Aims and objectives3

Objectives3

Research Questions3

Hypotheses4

Significance of the Study4

Terms5

Limitations and Directions for Future Research6

Contributions of the Study7

CHAPTER 2: LITERATURE REVIEW8

Theoretical Framework8

Place Attachment Theory9

Symbolic Interaction Theory9

Fashion Involvement11

Online Shopping11

Retail Patronage12

Factors that Influence Impulse Buying15

Impulse Buying On Internet16

CHAPTER 3: METHODOLOGY18

Introduction18

Design19

Qualitative Inquiry20

Quantitative Inquiry21

Data access21

Secondary Data Collection Methods21

Survey21

Advantages and disadvantages of survey questionnaire22

Data analysis22

Ethics in research23

Reliability and validity23

CHAPTER 4: ANALYSIS AND DISCUSSION27

Demographic Differences Between Internet Buyers and Non-Buyers27

Website Layout & Usability35

Most websites provides in-depth information on customer services35

CHAPTER5: DISCUSSION AND CONCLUSION37

Nostalgia.43

Fashion involvement.44

Symbolic interaction.44

Shopping motivators.44

Interaction Effects between Influence Strategy and Brand Reputation45

Recommendations for Internet Marketers46

REFERENCES48

CHAPTER 1: INTRODUCTION

Background of the study

The retail industry contributes much to the United Kingdom economy. Overall total online retail sales were $172.9 billion for the year 2010, an increase of 11% from 2009. U.K. consumers spent approximately $400 billion on clothing and footwear in 2008. Clearly, the online retail sector, one sector in the industry, plays an important role in driving economic growth in the U.S., while also satisfying consumers' functional and emotional needs. Expanding our understanding of why consumers buy, and how they purchase can help the retail sector maintain sales and perhaps grow (Alreck & Settle 2002 25 ). Emotional connections between consumers and where they shop are important. One emotional connection is “sense of place” within the retail environment.

Place provides a foundation for “meaning and purpose in life”. Place also is considered part of marketing. An examination of the marketing and public policy research identifies a category of place issues, albeit limited to marketing management. However, most research surrounding place and place attachment is found in studies about recreation and tourism or visitor destinations, but not retail. Place attachment is important in the retail environment, as it can explain how humans interact with their environmental surroundings. This includes emotional involvement with a specific place. Shopping destination has been explored in terms of out shopping and consumer perceptions of corporate social responsibility in town center retailing. Yet little information exists about consumers' perceptions on the role of place attachment in the retail environment in online shopping. In addition, there is a lack of concrete theoretical basis for the study of ...