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Paper Topic:

IMPACT AND EVALUATION OF ONLINE SHOPPING ON HIGH STREET SHOPPING: MOBILE PHONE MARKET IN UK’

Mobile Phone Industry in UK

2006

THEORY OF RESEARCH METHOD

The primary objective of this chapter was to identify the research method and test the research questions , based upon the conceptual framework of this study . This study used quantitative research and surveys the consumer 's decision-making styles to compare shopping pattern differences between High Street Shopping and Online Shopping method consumers in the UK . In to determine the level of customer awareness to Internet home grocery shopping , it was necessary to carry out some primary research because currently there are

no published figures detailing the opinions of consumers to this service . It was decided that a questionnaire would be the most appropriate method for collecting the data required as there was a need to obtain results quickly and efficiently throughout the U .K . Observation in major retail stores was considered to assess consumer behaviours but would take too much time and it was felt that all the necessary information could be collected more easily through a questionnaire

STATEMENT OF HYPOTHESIS

The process of consumers ' decision-making is becoming increasingly a complex phenomenon for consumers . Most retail shops develop an enormous arrangement of choices for the consumers . Moreover , retailers consider a shop 's environment to make consumers consider more expenditure . More stimuli in retail shops can excite more consumers to visit and to buy or browse and buy . There were competitions between High Street and Online retailers . The Online shopping is getting wider and bigger . Some consumers are buying using the net but still the Online retailers would not replace high street stores completely since there are still people who are not comfortable to buy online and not all locations in the UK have reliable internet connections . Online sales of mobile phone keeps rising , the high street sales (retail ) also increase as well (Kunkel Berry , 1968 . Therefore , online stores complement the sales of high street stores

PURPOSE OF RESEARCH

The fundamental objective of this study was to identify shopping pattern differences between High Street Shopping and Online Shopping method in UK , relating particularly to Mobile Phone . To analyze the effect on consumer 's decision-making , quantitative research was conducted this study compared the nationality , gender , highest educational attainment classification to identify differences in shopping patterns between High Street Shopping and Online Shopping method in UK . This study used a type of -and-pencil survey technique

A questionnaire was designed and the objectives were established as follows : to identify shopping behaviours , including where and why people shop , how much they spend and method of travel to the store to identify awareness of the Internet and to identify opinions of Online shopping potential effects on society and future of this service

PHILOSOPHY

In this research the Hermeneutics is used . Hermeneutics may be described as the development and study of theories of the interpretation and understanding of texts . In contemporary usage , hermeneutics often refers to study of the interpretation of Biblical texts (Bruns , 1992 . However it is more broadly used in contemporary philosophy to denote the...

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