Internet market in Europe and web design strategies in E.Commerce

Dissertation Proposal

Working Title : Internet market in Europe and web design strategies in E .Commerce (Student Name

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Background /Core Literature Survey

E-commerce has become the medium for trade of manufacturing and retail industries . Most companies in UK have transformed their businesses to enable them for e-commerce . Now e-commerce is becoming the hearth of textile and clothing industries in UK . Thomas (2001 ) reported that UK clothing manufacturing sector is now experiencing an increasing international competition unlike with the fashion design and branded clothing

sector that are performing comparatively strong . With the growth of economy and population the consumer purchasing capacity is increasing . The lifestyles of people have changed tremendously after the Internet revolution . E-commerce has become well established in different countries in America , Asia , Europe , and in other industrialized countries around the world . According to a research conducted by MORI /Mintel (2001-2004 ) there has been increase in the percentage of people using Internet in UK . The percentage of men users is higher than women . But the numbers of women users are increasing rapidly . From Jan 2001 to Feb 2004 the growth in the women users have been 21 while it was 15 for the men users . E-commerce is similar to a real mall because it offers variety of products from books , ticket reservations , school supplies , clothing and others . Brands like Nestle have challenges in market like Belgium where there are restrictions on promotion policies fairly broad consensus contends that the wine region of origin adds value in consumers ' eyes as it represents a significant choice criterion (Gil and Sanchez , 1997 , Quester and Smart , 1998 , Tustin and Lockshin 2001 , for which consumers are prepared to pay the price (Schamel , 2000 Schamel and Anderson , 2001 . As per various studies units of product information 'cues ) can be systematically divided into intrinsic and extrinsic cues (compare Olson and Jacoby , 1972 Johansson , 1989 Gabbot 1991 Zeithaml , 1988 Baughn and Yaprak , 1993 Chao and Rajendran 1993 . Intrinsic cues refer to physical product attributes i .e . shape type of surface , materials used , weight , colour , taste and performance extrinsic cues are those information which have nothing to do with the physical properties of a product (Olson and Jacoby , 1972 ) i .e . brand country of origin , advertising , independent consumer information recommendations from within the social environment , price , distribution channel , the provision of a guarantee and the packaging of the product (c .f . Blanchette , 1990 . According to Bruce (2004 ) a survey has indicated geopolitical influence on brands . The most affected brands were US and UK which faced boycotting , copycat brands , flyers and internet campaigns in the Middle East and other regions

The Purpose of the Research

Purpose of this research is to analyze the buying behavior of E-commerce target consumer and coherence of web strategies of retailing brands with the same in Europe . This research will also try to identify the impact of brand name and its impact purchase decision making processes and pattern of change in the concept E-Retailing web strategies in last few years...