1.0 Introduction and Background
1.1 Importance of the research
• Why is this research important from a practical viewpoint? Use secondary research to justify your argument
• Why is this research important from a theoretical viewpoint? Comment on how this research might add to marketing
theory. What theory might apply?
• Relate this quantitative research back to the our earlier qualitative research.
1.2 Scope of the report
• What is included and what is not included in the research. Is it based on self reported behaviour, observed behaviour, etc?
1.3 Research problem/question
•See documents on Blackboard
1.4 Aims and Objectives
•See documents on Blackboard
1.0 Introduction and Background
1.1 Importance of the research
The online retail market in Australia is a high growth sector with many consumers switching from traditional bricks and mortar shopping. Bainbridge, A. (2013) indicates over 50 per cent of Australians had shopped online in the past 3 months with weekly online expenditure averaging at $285 per person.
Therefore, it is important for all retailers to understand and be able to predict what is attracting consumers to this retail experience.
According to Hughes A. (2009) research is important as it helps businesses to discover new ideas and find potential market opportunities.
As a result, this research report aims to find and validate consumer behavior theories that could relate and support current awareness and further development in online retail industries.
1.2 Scope of Report
This report analyses the outcomes of the quantitive research into consumer attitudes towards online shopping. The target audience for this report was english speaking adults in Australia who regularly use the internet.
Based on these perimeters it was determined that to provide as accurate analysis as possible with a small sample group, the decision was made to select three male respondents, one from each generational cohort.
The report will include a detailed account of the quantitive processes used, recommendations of the analysis of the data including any perceived limitations.
1.3 Research Question
The research question posed for this report is to identify the determinants of Australian consumer’s attitudes towards online retail shopping.
1.4 Aims and Objectives
There are five (5) objectives for this research:
i) To examine how self-concept dimensions relate to online retail shopping attitudes;
ii) To evaluate the impact of individual characteristics on online retail shopping attitudes;
iii) To determine the impact of internet usage motivations on online retail shopping attitudes;
iv) To identify any meaningful market segments among online retail shoppers;
v) To understand how social desirability bias may influence the results of the research.
