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Marketing
Research
By: Basmala � Alaa Joyce� Menna Mariam� Nada Farah
Marketing
Research
By: Basmala � Alaa Joyce� Menna Mariam� Nada Farah
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Burger that is
Good for health?
The calorie is a unit of energy defined as the amount of heat needed to raise the temperature of a quantity of water by one degree.
Factors affecting
Online Shopping
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Introduction:
Good for health?
Online shopping
Factors affecting
Online shopping
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Good for health?
Factors affecting
Introduction:
Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser or a mobile app.
Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser or a mobile app.
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Online shopping
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Factors affecting
Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser or a mobile app.
Introduction:
A problem
the progression in the number of online shoppers is greater than the growth in Internet users, indicating that more Internet users are becoming comfortable to shop online. Besides, The capability of purchasing without leaving your place is a great benefit for many consumers. Moreover, the use of Internet tools for price searching and comparison, some people finds that it saves cost. privacy and security have been the great concerns. People are always concerned about shipping costs, lack of opportunity to prior examining the products, as well as, the confidentiality of credit card and personal information. May be it is the website.
All these factors affect their behaviour of buying or not.
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Online shopping
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Factors affecting
Secondary data summary
A problem
Customer Expectations
the progression in the number of online shoppers is greater than the growth in Internet users, indicating that more Internet users are becoming comfortable to shop online. Besides, The capability of purchasing without leaving your place is a great benefit for many consumers. Moreover, the use of Internet tools for price searching and comparison, some people finds that it saves cost. privacy and security have been the great concerns. People are always concerned about shipping costs, lack of opportunity to prior examining the products, as well as, the confidentiality of credit card and personal information. May be it is the website.
All these factors affect their behaviour of buying or not.
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Online shopping
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Of the day?
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Factors affecting
Secondary data summary
A problem
Customer Expectations
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Online shopping
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A problem
Factors affecting
Defining
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Online shopping
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What to do to improve online shopping through my website?
Factors affecting
Management decision problem: �
Online shopping
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To Identify factors affecting online shopping and to determine the relation between consumer behavior and online shopping specially websites
Factors affecting
Marketing Research statement:
Delicious
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fries
ayaq
Components
1-Who are our customers?�And what is their purchase behavior like?
Components
Calories
The calorie is a unit of energy defined as the amount of heat needed to raise the temperature of a quantity of water by one degree.
2-What is the consumers' perception of Online shopping regarding different product?
3-What is the relation between consumer's trust and the product quality?
4-On what bias do consumers choose payment method?
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Online shopping
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Setting an approach
Literature review
A problem
Online consumer characheristics:
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Online shopping
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Research Questions & Hypothesis
Literature review
A problem
RQ1: what method of payment seems to make people comfortable?
H1: Cash on delivery make people feel more comfortable
RQ2: Do the consumers have specific criteria when evaluating products online?
H2: the price and quality are the most important in both online and traditional shopping
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Online shopping
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Literature review
A problem
RQ3-Do consumers have privacy concern when they shop online?
H3: a lot of people are very careful about their personal information that may prevent them from going online
RQ4-What is the effect of shipping fees and the consumer online purchase?
H4: some fees are really high that prevent people from completing the purchasing process
Research Questions & Hypothesis
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Online shopping
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Literature review
A problem
RQ5-What is the average price of shipping that they find acceptable?
H5: it depends on consumer perception and price sensitivity
RQ6-what is concerns about online products?
H6: consumer concern about quality, seize and always want to feel the texture, try the product, but online does not provide consumer with these features
Research Questions & Hypothesis
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Online shopping
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Literature review
A problem
RQ7-Would the return policy help establish a sale of product that they usually wouldn’t buy online because they feel a need to examine it?
H7: return policy, and free trial will help to establish credibility
RQ8-How do they find us credible?
H8: by delivering on time, delivering product similar to the online pictures, and with the same price shown
Research Questions & Hypothesis
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Online shopping
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Literature review
A problem
RQ9-How can the delivery services influence the consumer satisfaction while shopping online?
H9: may be the price of the delivery service or the time taken to deliever
RQ10: What is the importance of reviews and reference groups?
H10: If the website let the customer publish photos using the products and their opinion on the website, other customer will be positively influenced
Research Questions & Hypothesis
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and verbal model
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Influencing factors
Literature review
A problem
Customer Expectations
Online consumer characheristics:
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Online shopping
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Factors affecting
Literature review
A problem
Customer Expectations
Online consumer characheristics:
Fun, work, e-mail & shopping Information
Internet Usage
Expenditure
Online shopping patterns
Time spent online
Web graphics
Online behavior
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
and verbal model
Influencing factors
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Online shopping
Qucik lunch
Of the day?
Discover
Factors affecting
Literature review
A problem
Customer Expectations
Fun, work, e-mail & shopping Information
Internet Usage
Expenditure
Online shopping patterns
Time spent online
Web graphics
Online behavior
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
and verbal model
hmppt
Online shopping
Qucik lunch
Of the day?
Discover
Literature review
A problem
Customer Expectations
Fun, work, e-mail & shopping Information
Internet Usage
Expenditure
Online shopping patterns
Time spent online
Web graphics
Online behavior
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
and verbal model
More detailed factors
Website factors
2. Completion of information about the product
3. Time consumed in display of image of merchandise
4. Visual presentation of product (discussed in Quality)
Website factors
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Online shopping
Qucik lunch
Of the day?
Discover
Website factors
Literature review
A problem
Customer Expectations
Fun, work, e-mail & shopping Information
Internet Usage
Expenditure
Online shopping patterns
Time spent online
Web graphics
Online behavior
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
and verbal model
Website factors
2. Completion of information about the product
3. Time consumed in display of image of merchandise
4. Visual presentation of product (discussed in Quality)
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Online shopping
Qucik lunch
Of the day?
Discover
Website factors
Literature review
A problem
Customer Expectations
Fun, work, e-mail & shopping Information
Internet Usage
Expenditure
Online shopping patterns
Time spent online
Web graphics
Online behavior
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
and verbal model
Website factors
5. Reviews available on website (discussed in positive relations and experience)
6. Ease of navigation on website
7. Time consumed in navigation of website itself
8. The overall attractiveness of website ( color, images, layout)
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Online shopping
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Website factors
Literature review
A problem
Customer Expectations
Fun, work, e-mail & shopping Information
Internet Usage
Expenditure
Online shopping patterns
Time spent online
Web graphics
Online behavior
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
and verbal model
Website factors
9. Facility of creation account with login ID & password
10. Availability of options to interact in case there is a problem
11. The bill displayed for purchased items by websites
12. Personal information asked by websites (discussed in security part)
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Online shopping
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Website factors
Literature review
A problem
Customer Expectations
Fun, work, e-mail & shopping Information
Internet Usage
Expenditure
Online shopping patterns
Time spent online
Web graphics
Online behavior
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
and verbal model
Website factors
13. Modes of payment offered by the website ( will be discussed in payment option)
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Online shopping
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Of the day?
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Website factors
Literature review
A problem
Customer Expectations
Fun, work, e-mail & shopping Information
Internet Usage
Expenditure
Online shopping patterns
Time spent online
Web graphics
Online behavior
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
Exploratory
Research design:
Type of data collected
Secondary data
collected through journal and books published by different authors specialized in marketing, consumer behavior, and psychology, and online marketing effect on human being.
Primary data
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Online shopping
Qucik lunch
Of the day?
Discover
Website factors
Literature review
A problem
Customer Expectations
Fun, work, e-mail & shopping Information
Internet Usage
Expenditure
Online shopping patterns
Time spent online
Web graphics
Online behavior
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
Exploratory
Research design:
Type of data collected
Secondary data
collected through journal and books published by different authors specialized in marketing, consumer behavior, and psychology, and online marketing effect on human being.
Primary data
Questionnaire
Two sheets in online form using the Arabic language if we were to distribute it in Egypt.
hmppt
Online shopping
Qucik lunch
Of the day?
Discover
Website factors
Literature review
Action plan
Customer Expectations
Fun, work, e-mail & shopping Information
Internet Usage
Expenditure
Online shopping patterns
Time spent online
Web graphics
Online behavior
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
Exploratory
Research design:
Type of data collected
Secondary data
collected through journal and books published by different authors specialized in marketing, consumer behavior, and psychology, and online marketing effect on human being.
Primary data
Questionnaire
Two sheets in online form using the Arabic language if we were to distribute it in Egypt.
hmppt
Online shopping
Qucik lunch
Of the day?
Discover
Website factors
Literature review
Action plan
Customer Expectations
Fun, work, e-mail & shopping Information
Internet Usage
Expenditure
Online shopping patterns
Time spent online
Web graphics
Online behavior
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
Exploratory
Research design:
Type of data collected
Secondary data
collected through journal and books published by different authors specialized in marketing, consumer behavior, and psychology, and online marketing effect on human being.
Primary data
Questionnaire
Two sheets in online form using the Arabic language if we were to distribute it in Egypt.
Findings
Literature review
Action plan
Customer Expectations
collected through journal and books published by different authors specialized in marketing, consumer behavior, and psychology, and online marketing effect on human being.
Primary data
Findings
Out of all factors affecting the online shopping experience, the core of this process is the website which could affect the whole online existence of the company and brand and this study concluded 13 variables. We could simplify these variables into 3 factors:
hmppt
Online shopping
Website factors
Literature review
A problem
Customer Expectations
Online consumer traits
Online consumer segments
and verbal model
Website factors
Global fashion brand Zara is one of the world’s largest retailers, online as well as offline. The parent company suffered a significant loss in 2020 due to the pandemic. Consequently, they are trying to improve their online revenue to compensate for this loss.
Quirky Aesthetic
Accessibility issues
Poor Usability
hmppt
Online shopping
Qucik lunch
Of the day?
Discover
Website factors
Literature review
A problem
Customer Expectations
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
and verbal model
Website factors
1-Who are our customers?�And what is their purchase behavior like?
2-What is the consumers' perception of Online shopping regarding different product?
3-What is the relation between consumer's trust and the product quality?
4-On what bias do consumers choose payment method?
Zara website has 3 main problems that affect user experience:
Quirky Aesthetic
Accessibility issues
Poor Usability
hmppt
Online shopping
Qucik lunch
Of the day?
Discover
Website factors
Literature review
A problem
Customer Expectations
Fun, work, e-mail & shopping Information
Internet Usage
Expenditure
Online shopping patterns
Time spent online
Web graphics
Online behavior
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
Visual presentation of product factor
Website factors
1-Who are our customers?�And what is their purchase behavior like?
2-What is the consumers' perception of Online shopping regarding different product?
3-What is the relation between consumer's trust and the product quality?
4-On what bias do consumers choose payment method?
Visual presentation of product factor
Quirky Aesthetic
Accessibility issues
Poor Usability
hmppt
Online shopping
Qucik lunch
Of the day?
Discover
Website factors
Literature review
A problem
Customer Expectations
Fun, work, e-mail & shopping Information
Internet Usage
Expenditure
Online shopping patterns
Time spent online
Web graphics
Online behavior
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
Visual presentation of product factor
Website factors
1-Who are our customers?�And what is their purchase behavior like?
2-What is the consumers' perception of Online shopping regarding different product?
3-What is the relation between consumer's trust and the product quality?
4-On what bias do consumers choose payment method?
Ease of navigation on website
Quirky Aesthetic
Accessibility issues
Poor Usability
hmppt
Online shopping
Qucik lunch
Of the day?
Discover
Website factors
Literature review
A problem
Customer Expectations
Fun, work, e-mail & shopping Information
Internet Usage
Expenditure
Online shopping patterns
Time spent online
Web graphics
Online behavior
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
Visual presentation of product factor
Website factors
1-Who are our customers?�And what is their purchase behavior like?
2-What is the consumers' perception of Online shopping regarding different product?
3-What is the relation between consumer's trust and the product quality?
4-On what bias do consumers choose payment method?
Ease of navigation on website
Quirky Aesthetic
Accessibility issues
Poor Usability
hmppt
Online shopping
Qucik lunch
Of the day?
Discover
Website factors
Literature review
A problem
Customer Expectations
Fun, work, e-mail & shopping Information
Internet Usage
Expenditure
Online shopping patterns
Time spent online
Web graphics
Online behavior
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
Visual presentation of product factor
Website factors
1-Who are our customers?�And what is their purchase behavior like?
2-What is the consumers' perception of Online shopping regarding different product?
3-What is the relation between consumer's trust and the product quality?
4-On what bias do consumers choose payment method?
Time consumed in navigation of website itself
Quirky Aesthetic
Accessibility issues
Poor Usability
Time consumed in navigation of website itself
hmppt
Qucik lunch
Of the day?
Discover
Website factors
A problem
Family, Friends & Online Forum
Reference group impact
Past Experience, Expectation
Attitudes & beliefs
Gender, Age, Income
Demographics
Online consumer traits
Online consumer segments
Visual presentation of product factor
Website factors
1-Who are our customers?�And what is their purchase behavior like?
2-What is the consumers' perception of Online shopping regarding different product?
3-What is the relation between consumer's trust and the product quality?
4-On what bias do consumers choose payment method?
Business goals
Quirky Aesthetic
Poor Usability
Accessibility issues
Achieving theses goals through specific tasks: �
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Online shopping
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Website factors
A problem
Customer Expectations
Website factors
Achieving theses goals through specific tasks: �
Business goals
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Website factors
Achieving theses goals through specific tasks: �
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Website factors
Achieving theses goals through specific tasks: �
Business goals
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Website factors
Achieving theses goals through specific tasks: �
Key Performance Indicators:
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Achieving theses goals through specific tasks: �
Key Performance Indicators:
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Achieving theses goals through specific tasks: �
Time-Bound
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Achieving theses goals through specific tasks: �
Conclusion
There are a lot of factors affecting online shopping and many that interfere with traditional marketing & traditional stores. Afterall it’s all about customers: how they perceives the experience & how they deal with that perception. Being careless about Online-shopping websites will cause damage even if a company owns big market share of the brick & mortar stores, as we have seen with Zara.
In addition, the “convenience” factor is of great importance. Simply caring about “trust” & “price factors alone is not enough, if they were taken care of while “convenience” was not the company’s sales will probably be negatively affected.
Thank you! ☺
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Achieving theses goals through specific tasks: �
There are a lot of factors affecting online shopping and many that interfere with traditional marketing & traditional stores. Afterall it’s all about customers: how they perceives the experience & how they deal with that perception. Being careless about Online-shopping websites will cause damage even if a company owns big market share of the brick & mortar stores, as we have seen with Zara.
In addition, the “convenience” factor is of great importance. Simply caring about “trust” & “price factors alone is not enough, if they were taken care of while “convenience” was not the company’s sales will probably be negatively affected.
Thank you! ☺