Essays on Why Are More Customers Switching to Online Shopping from Traditional Shops Coursework

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The paper "Why Are More Customers Switching to Online Shopping from Traditional Shops" is a good example of marketing coursework.   Online shopping is a contemporary trend that is growing and gaining wide-spread acceptance as the preferred method of purchasing goods and services. Online shopping utilizes the use of technology particularly the computers, credit and debit cards and the internet to perform marketing operations. The advancement in technology through the internet has improved communication where parties can conduct business without necessarily coming into contact with one another. The capacity of the networked world to exchange information is accountable for the proliferation of Internet shopping.

The inception of e-commerce and e-marketing systems has transformed the business arena from conventional ways of purchasing. Currently, individuals do not have to physically visit the retail outlets or scramble for parking space at malls. Technology has made the process easier for consumers who are seeking convenience, price variability, and also to save time while shopping. In addition, online retailing platforms offer the consumers unique payment options which enhance their comfort with this channel of distribution. The online business model has provided consumers with an extended choice from the variety of retailers to select their items, for instance, Amazon and eBay have dominated the online retail business for years now.

It has also changed the dynamics of marketing by enabling businesses to market their products through digital media. Companies are seeking information on their online clientele. As a result, they use the information gathered to suggestively market their products to them as well as tailoring enormous amounts of data to influence their purchasing decisions. A great deal of research has attempted to find out the consumer’ s behavior while shopping online.

The studies, however, have failed to identify the potential risks that these customers are likely to encounter when shopping online and how these can be mitigated. This research intends to identify the reason why customers are transitioning from the conventional shopping model to a modern business model that applies too much of technology. The paper focuses on the major influences for the increased migration of buyers from physical purchasing to electronic purchasing. These include increased access to information, convenience, reduced prices, variety, and time-saving.

However, there are some risks and drawbacks to this model such as the financial risks and non-delivery risks (Javadi et. al, 2012). Literature Review Some typical themes, particularly rational consumer behavior, internet, and purchasing attitudes emerge repeatedly throughout the wider literature reviewed. The literature review was guided by the aim to inquire what influences purchase decisions when consumers purchase online. Also, the study aims to answer the question of why more customers prefer buying goods online as opposed to the traditional shops. Lim et. al, (2016) while studying the impact of purchase intention on the consumer’ s behavior while shopping online, identified that the customer’ s purchase objective was an outstanding predictor of their tendency to buy online.

The Theory of Reasoned Action (TRA) purposes to expound human conduct. It stipulates that human behavior is led by intentions. The attitude of individuals towards perceived norms determines the formation of intentions (Javadi et. al, 2012).

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