Comparing online to in-store shopping behaviours : with the emergence of online shopping what role...

7/25/2019 Comparing online to in-store shopping behaviours : with the emergence of online shopping what role does the sto

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Compar ing onl ine to in-store shopp ing behaviours.

With the emergence of on l ine shopping what role

does the store environment now p lay?

Edward J Harrison

10202711

Business and Marketing BA

8th April 2014

10,883 Words


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Compar ing onl ine to in-store shopp ing behaviours.

With the emergence of on l ine shopping what role

does the store environment now p lay?

By Edward J Harrison


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Acknowledgements

I would like to thank Professor Charles Dennis for his continued support and

professional guidance throughout the writing of this study. I would also like to

thank Peter and Claire Harrison for their love and support throughout my stay at

University. Finally, Id like tothank Alex, who has encouraged me throughout the

final year.


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Abstract

Purpose

This paper explores the reasons why individuals shop online and in-store and the

implications of this for the future role of the store. This is an area which is under-

researched and exploring this area will provide beneficial insights for managers tasked

with optimising either or both of online and in-store environments.

Methodology

Qualitative and quantitative research methods were used to proficiently answer the

research questions (stated in literature review) and understand the attitudes held by

individuals involved in shopping online and in-store.

Findings

The paper has found (Test 1) that the majority of people (57%) prefer to shop in-store.

Significantly, 97% of those who do prefer to shop in-store do so because they like to

see the physical product. In contrast, of those who prefer shopping online, the vast

majority (80%) do so because of its convenience. Impulse behaviours proved to occur

more in the store environment.

Research Implications

Time restraints, resource restraints and sample sizes have restricted the research

process for this study. Increasing the sample sizes for Test 1 and Test 2 would

provide a greater insight and reflect a larger proportion of societys views into why

individuals hold the opinions they do towards shopping.

Practical Implications

Using one theory in this study was impractical, as many theories would better answer

every component of this study in terms of looking at online attitudes, in-store attitudes

and assessing consumer behaviour.

Originality and Value

To the best of the authors knowledge, no paper has been published identifying the

reasons why individuals prefer to shop online or in-store. This paper holds value for

managers when assessing how to improve sales in-store or online.


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Contents page

Acknowledgements P3

Abstract P4

1. Tables and Figures P7

2. Introduction P8

3. Literature Review P10

3.1 Introduction P10

3.2 Existing Literature P10

3.3 Analytical Frameworks P15

3.4 Research Questions P18

3.5 Conclusion P184. Methodology P19

4.1 Introduction P19

4.2 Triangulation P19

4.3 Quantitative Research P20

4.4 Online Surveys P21

4.5 Qualitative Research P22

4.6 Focus Groups P234.7 Ethical Considerations P24

4.8. Conclusion P25

5. Findings P26

5.1 Overview: Test 1 P26

5.2 Overview: Test 2 P26

5.3 Difference between shopping online and in-store P27

5.4 What role does the cyber store play? P29

5.5 What role does the store environment play? P30

5.6 Exploring consumer behaviour towards shopping P32

6. Discussion and Conclusion P34

6.1 Differences between shopping online and in-store P34

6.2 What role does the cyber store play? P35

6.3 What role does the store environment play? P36

6.4 Exploring consumer behaviour towards shopping P37

6.5 Expectations and overview of findings P38


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6.6 Application to the Theory of Reasoned Action P39

6.7 Limitations and recommendations for future research P40

6.8 Implication for managers P40

6.9 Concluding comments P41

Reference list P42

Appendices P45

Ethical approval form P51


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1. Tables and figures

Figure 1: Occupation data from Test 1 P26

Figure 2: Age data from Test 1 P26

Figure 3: Key online shopping correlations P36

Figure 4: Key in-store shopping correlations P37


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2. Introduction

Online shopping has become the norm for most individuals and organisations in

todays world. This report will look primarily at why customers prefer to shop online

or in-store. Secondly, this report will evaluate the role of the store environment and

establish how the store environment influences the customer and the implications

behaviour has when applied to theory.

The area of shopping in-store and online has been studied by many academics,

including Liu and Burns (2013). Liu and Burns investigated the attitudes of

shopping in-store and online for luxury goods. They concluded that customers are

motivated by different factors, and that these factors differed between shopping

online to in-store. The study of e-consumer behaviour is becoming increasingly

important as the amount of people shopping online is ever increasing, with over

50bn being spent online in 2012, according to Kelkoo (The Guardian. 2012).

Research by Zhou (2007) has studied the technical specifications of an online

store, whilst Zhang and Von Dran (2002) evaluated the role of interface, design

and navigation when shopping online. These factors, together with the consumer

confidence in payment security (Liao and Cheung. 2002) influence the behaviour

and salient beliefs of individuals towards shopping online. With customers

potentially seeing bad attributes of online shopping, some individuals may opt to

shop in-store.

Previous researchers have examined how shopping motivations affect

consumers purchase behaviour (Tauber, 1972; Westbrook and Black, 1985) (Liu

and Burns. 2013. P886). Motivational factors play a role in the preference of

whether a customer shops online or in-store, e.g. convenience, rapport, increased

product knowledge. This study will further look at the role which the physical store

plays and to what extent the store environment influences an individuals buying

behaviour and preference.

Exploring the area of buying behaviours between in-store and online is a dynamic

subject due to the increase in digitalisation (Downes & Mui, 1998, Appendix 1).

With this there has been an increase in businesses using online services to reach

their customers. Therefore, researching into and understanding how the consumerfeels (cognition) (Appendix 2) towards online shopping, and bridging any possible


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gap could potentially lead to an increase in sales. Consequently, this has the

potential to provide numerous benefits to businesses (especially those

predominantly located online) which for online businesses in a necessity.

This paper explores the reasons why individuals shop online and in-store and

therefore provides insights to managers for developing sales.


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3. Literature review

3.1 Introduction

This chapter will explore the previous studies conducted in the fields of online and

in-store shopping and review the findings from existing literature. Further, existing

analytical frameworks will be analysed and critiqued, leading to a theory being

promoted to compare to the results from this paper. Key research questions are

considered which will form the basis for later discussions regarding online and in-

store shopping behaviours.

3.2 Existing research

Liu and Burns (2013) researched the differences between online and in-store

shopping behaviour towards luxury goods. Their research, which used both

qualitative and quantitative research methods, was based on the use of online

surveys. One was a qualitative open ended survey with 104 respondents (P887) in

which the authors considered consumers attitudes towards price, purchasing

behaviour, in-store and online trust and finally product availability. Another test

was a quantitative closed ended survey with 590 respondents (P893). This survey

proposed questions which were based on the propositions suggested by Test

One, such as how often they purchase goods online. Quantitative research was

used because it is more objective, reliable and generalizable (Liu and Burns,

2013, P893).

Their findings established that consumers were motivated by different factors.

Generally, the online shoppers were more price-conscious, encouraged by product

availability (convenience) and found looking at customer reviews beneficial. By

contrast, in-store shoppers were more risk averse and liked to see the physical

product and valued the shopping experience.

Liu and Burns (2013) concluded that retailers should look to improve their

websites in terms of both the ease of use and also the security used when makingpayments, to increase the customers trust in shopping online (P895). It must be


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indicated however, that the research undertook by Liu and Burns targeted

respondents over the age of 21 with a gross household income of over $100,000,

and therefore is not representative of the entire population.

Donthu and Garcias (1999) quantitative research into internet shopping used a

large scale telephone survey. 2000 households were contacted and they received

790 respondents (P57). All respondents were over the age of 16 and were active

on the internet (used it that month). As a criticism, the response rate was low

(39.5%) which questions whether this was the most efficient research method to

use. The survey started with questions about general internet usage,

demographics, in-store shopping behaviour and online shopping. There then was

a series of short questions to measure: attitudes towards online shopping, brandand price consciousness, risk aversion, variety seeking propensity,

innovativeness, the value of convenience and impulsiveness (P55).

Donthu and Garcia (1999) hypothesised that internet shoppers are: older and earn

more money than non-internet shoppers, seek greater convenience, innovation,

act on impulse, seek variety and are less risk averse than non-internet shoppers

(P56). Furthermore, they have a more positive attitude towards advertising and

direct marketing (P56-57). Donthu and Garcias research was conducted at a time

when internet shopping was nowhere near as popular and as accessible as it

currently is, and therefore does not provide a true reflection of the type of

customers who would now shop online.The range of products and prices available

during that particular time period are similarly not comparable to the items and

prices currently available online. Prices were cheaper for online purchases as

costs of staff, shops and other running costs are lower.

Comparatively, Liu and Burns (2013) stated that online shoppers were more price

orientated. Donthu and Garcia (1999) stated that online shoppers had a larger

income than in-store shoppers, so they could possibly be less price orientated.

This however is debatable, if an individual has a larger disposable income it does

not necessarily mean they are less price conscious.

Liu and Burns (2013) stated that customers who shop online found customer

reviews beneficial, however those customers who shop in-store were risk averseand perhaps do not trust the anonymous reviews which are online (P890). With


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customer reviews now being a common feature when internet shopping, this

should assist the more risk adverse in-store shopper to shop online. This could be

further motivated by those traditional in-store shoppers wishing to purchase at a

lower price. Both articles however agree on the principle that online shopping

offers a certain degree of convenience to the consumer, as some items available

online may not be available in local stores or may be only sold online. The articles

written by Liu and Burns (2013) and Donthu and Garcia are relevant to this study

in understanding why customers shop differently online or in-store.

Mohan et al. (2013) conducted a study into store atmospherics. It identified which

store environmental factors and consumer characteristics influenced impulse

buying behaviour through positive and negative affect, and the urge to buyimpulsively. Their research utilised quantitative research. 1478 people were given

questionnaires in a shopping mall in India, of which 720 people responded

(P1717). The sample had almost similar proportions of males (52%) versus

females (48%), and married (51%) versus unmarried (49%) participants. The

average age was around 30 years and most participants (85%) had a high school

education or above, representing occupations such as students (26%),

housewives (19%), self-employed (13%), employed (39%), and retired (3%)(P1718). Overall the sample fairly represents the target population of urban adult

Indian shoppers. The survey probed questions ranging from weighted views of the

importance of elements of the store environment to questions about impulse

buying behaviour and urges and influences to buy impulsively. The research

proposed that the store environment factors drove impulse buying through positive

affect and urge. Also, personality variables, impulse buying tendency and

shopping enjoyment tendency influenced impulse buying through positive affect

and urge. Mohan et al. (2013) further suggested that improving the store

environment would lead to an increase in the number of impulse transactions in-

store. Specific areas for attention included, improving staff friendliness, choice of

music, design of store layouts and lighting.

However, further recent research links impulse buying to hedonic purchase

behaviour, namely variety seeking behaviour (Sharma et al. 2010). Sharma et al.

(2010) stated that impulse buying and variety seeking attitudes are low effort andfeeling-based behaviours. The authors suggest that the relationship between the


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two is under researched, which indicates a need for this topic area to be further

explored.

Sharma et al. (2010) administered a closed question survey with 321 respondents

(P279) during a four week period in an Indian shopping mall. The questions

focused on the evaluation of consumer impulsiveness, optimum stimulation level

and self-monitoring values of the respondent.

Sharma et al. (2010) found that a combination of consumer impulsiveness and

optimum in-store stimulation leads to an increase in impulsive and variety seeking

behaviours (P280). However, consumer impulsiveness is more strongly associated

with impulse buying and optimum stimulation level is more associated with variety

seeking. Further, Sharma et al. (2010) suggest that self-monitoring relates

negatively with impulse buying as there is an associated element of self-

awareness. However, variety seeking is positively linked with self-monitoring.

Conclusively, when considering the work of Sharma et al. (2010) and Mohan et al.

(2013) it is evident that their studies consider that impulse buying can result from a

good store environment (lighting, layout, presentation etc.). This is made apparent

through the value thatthe authors put on optimum level stimulation (Sharma et al.2010) and through the advice that store managers should optimise in-store

presentation (Mohan et al. 2013). This view is supported by Babin and Darden

(1995), citing that elaborate store designs and in-store promotions can be

effective tools to stimulate purchase intention.

Sharma et al. (2010) and Mohan et al. (2013) also stated than an indivi duals

attitudes towards shopping and their impulsiveness are imperative to whether or

not a customer will purchase goods on impulse. Furthermore, Sharma et al. (2010)

identified that self-awareness will impact negatively on impulse behaviour. This

might be due to opting to adhere to the subjective norm, for example, not buying

an extra-large chocolate bar at the till, as friends may pass judgement. The

element of self-regulation which consumers carry will have an influence on what

impulse transactions they make. Sharma et al. (2010) also suggested that a

variety seeking consumer may be more prone to impulse buying, as trying a new


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product which is on offer could potentially satisfy the needs of a consumer better

than their current good (or service) and may also be at a better price.

One limitation of both Sharma et al. (2010) and Mohan et al. (2013) is that both

studies were undertaken in a shopping mall in India. As this particular research

paper has been conducted in England, the shopping culture and consumer

attitudes might differ significantly. Hofstedes (1983) cultural dimension model

(Hollensen, 2004, P206) (Appendix 3), identified that the UK and India differ in the

sense that India has a large power distance (the extent to which the less powerful

members of organisations and institutions, like family, accept that power is

distributed unequally), whereas the UK has small power distance. This could mean

that consumers in the UK and India respond differently to, for example, vicariouslearning and adherence to the subjective norm.

Further, Sherman et al. (1997) investigated the effect the store environment had

on consumer emotions and the influence the emotional variable had on overall

shopping behaviour. In order to collect data, Sherman et al. (1997) approached

shoppers exiting fashion stores in a shopping mall and asked them to participate in

a self-administered questionnaire. There were 909 respondents out of 1480

people approached (61.4%) (P367). The questionnaire probed attitudes towards:

perception of the stores atmospherics, emotional state, outcome variables and

demographics. It could be argued that in order to truly assess the emotional state

of the customer, asking the question in-store would have proved more accurate as

their emotional state would have been more apparent.

Sherman et al. (1997) concluded that although cognitive processes largely

account for the store selection and for most of the planned purchases which occur

in-store (P373), the store environment and the emotional state of the consumer

are also important determinants of purchasing behaviour. This notion is in line with

the Wheel of Consumer Analysis (Appendix 2), as consumer cognition and

affection is influenced by and influences the consumer (store) environment and the

consumers behaviour through reciprocal determinism. Considering this study was

conducted around the retail store environment, the results are relevant for in-store

shopping. The articles written by Mohan (2013), Sharma et al (2007) and Sherman

et al (1997) have explored the role the store environment plays in consumer


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behaviour and has stated that impulse behaviour can be influenced by store

atmospherics.

3.3 Analytical framework

Fishbein and Ajzen (1975; 1980) found that attitudes towards an object may not be

strongly or systematically related to specific behaviours (Olson & Peters, 2005,

P141). Moreover, an immediate determinant as to whether an individual will

perform a certain behaviour is their intention to perform that behaviour. Fishbein

extended his Multi-attribute model to create the Theory of Reasoned Action (TRA)

(Appendix 4), which relates an individuals attitudes and beliefs to their behavioural

intentions. Behavioural intentions are the summation of an individuals attitude

towards the behaviour and the subjective norms surrounding the behaviour. Ajzen

and Fishbein found that a persons voluntary behaviour is a combination of their

attitude towards that behaviour and how they think other people would perceive

that behaviour if they were to actually performs it. The model further continues to

suggest that an intention to perform behaviour will sequentially lead to the

behaviour actually being performed. However, the TRA also has limitations: Thetheory of reasoned action was developed explicitly to deal with purely volitional

behaviours (Ajzen, 1988, p. 127), P36). Further, assuming behavioural intention

will lead to an actual behaviour is limited as often there are obstructions between

behaviour intentions to actual behaviour, e.g. no stock of the product. The model

however has potential benefits for predicting the intention to perform a behaviour

based on an individuals attitudinal and normative beliefs (Southey, 2011, P44),

meaning that the TRA may only usefully predict a narrow range of behaviours(Armitage & Connor, 1999).

Babin and Darden (1995) put forward a model which illustrates how the store

environment can lead to purchase intention (Appendix 5). Their study

hypothesised that the retail environment imposes pleasure, arousal and

domination on the customer. When the subject is exposed to such, the

individuals resource expenditure will determine whether they will make more

hedonic or utilitarian purchases. Babin and Dardensmodel (P56) proposes that


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purchase intention is the sum of pleasure, arousal and domination; and what

they buy is determined by their resource expenditure. When comparing this model

with the TRA (Ajzen and Fishbein, 1975; 1980), it could be suggested that the

values of hedonic shopping and utilitarian shopping would form part of the

overall attitude towards behavioural intention.

Ajzen (1988; 1991) extended the Theory of Reasoned Action to create the Theory

of Planned Behaviour (TPB) (Appendix 6). The TPB can predict behaviours which

were not entirely under volitional control (unlike the TRA), by including measures

of perceived behaviour control. Perceived behavioural control relates to the

individuals perception of ease in which the behaviour can be performed and aids

prediction of both behaviour and intention to behave (Armitage & Conner, 1999,

P36). Both the TRA and TPB maintain that the subjective norm is an important

attribute when formulating behaviour. Subjective norms are perceptions of the

extent to which relevant others want you to engage in the behaviour weighted by

the extent to which you are motivated to comply with the injunctions of those

relevant referents (Manning, 2011, P352). Regarding the limitations for the TPB,

the model does not factor in variables which contribute towards behavioural

intention and motivation, such as fear, threat mood and past experience (Boston

University of Public Health. 2013) Also, the time frame between "intent" and

"behavioural action" is not addressed within the theory, meaning that the intention

to buy might become behavioural over a longer period.

Ajzen (1985) suggested that onesability to execute a behaviour is dependent on

ones control over factors such as requisite information, skills and abilities,

willpower, time and opportunity (P36). This idea can be applied to an

individuals ability to shop online.

In underpinning what attributes or attitudes influence an individuals ability or

choice to shop online, the Technology Acceptance Model (Davis 1989) (Appendix

7) is widely regarded as one of the most central models to consider. The

Technology Acceptance Model (TAM) evaluates how a systems ease and

usefulness will lead at actual system use. The TAM states that the perceived

usefulness of a system (U) and the perceived ease of use of a system (E) will form


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attitudes (A) towards the system, leading to behavioural intention to use the

system (BI) and ultimately, actual system use (B). The TAM compliments the

above comments by Ajzen (1985), as having the information, skill, ability,

willpower, time and opportunity (P36) to determine whether a system is actually

used.

The TAM model is widely considered an extension from Ajzen and Fishbeins TRA

(1975; 1980). The TAM replaces many of TRAs attitude variables (Subjective

norm and attitude towards behaviour or action) with the two technology

acceptance measures: ease of use (E) and usefulness (U). Both models however

are credited with strong behavioural elements. Similarly to the TRA, there are

limitations with the TAM. The model does not consider a persons inability toperform the behaviour, for example, poor internet speed might impede the

completion of an online order.

Dennis (2009) et al created a model (Appendix 8) which illustrated the e-

consumer behaviour of an individual when shopping online. Dennis et al. (2009)

considered consumer-orientated research when considering the behaviour of the

e-consumer. This examined the psychological characteristics: demographics,

perceptions of risk and benefit, shopping motivation and shopping orientation of an

individual (P4). Having considered the consumers attitudes and behaviour

towards shopping, Dennis et al. explored the technology approach, examining the

technical specifications of the online store, including: interface, design, navigation,

payment, information, intention to use and ease of use. Through looking at the

psychological characteristics and considering the technological approach, the two

study areas of the proposition provide a framework which integrates the TRA

(Ajzen and Fishbein, 1975; 1980) with considerations of the TAM (Davis, 1989).

The model also proposed, considers situational factors which may impede ones

ability to perform a specific behaviour. Situational factor consideration is a

limitation which is present in both the TRA and the TAM.

Both the TAM (Davis, 1980) and Dennis et al. (2009) have provided a framework

into understanding into why consumers shop online and the factors (situational

and attitudinal) that influence their actions.


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This study will consider Fishbein and Ajzens TRA (1975; 1980) as a central model

when looking at the consumers preference to show in-store or online, why they

choose to do so and provide a good basis to comment upon evolving behaviour.

This model has been chosen as it has been proven to be a model which is very

applicable in analysing behaviours. Further, the model has been extended and

adapted to create numerous models (examined above) which can be applied to

the findings of this study.

3.4 Research Questions

Through reviewing existing literature and analytical frameworks, the followingresearch questions have been chosen, which in the authors opinion will best

answer the topics regarding online and in-store shopping behaviours.

1. Do people buy differently from online to in-store?

2. What role does the store environment play?

3. What role does the cyber store play?

4. Explore consumer behaviour towards shopping.

3.5 Conclusion

From this chapter, relevant studies have been examined and their findings

analysed. From the previous studies, gaps in the research have become apparent,

which have formed the basis for the research questions nominated. After selecting

the Theory of Reasoned Action (Ajzen and Fishbein, 1975; 1980) as the central

model to this study, the techniques used to answer the research questions will beexamined in the next chapter.


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4. Methodology

4.1 Introduction

To answer the research questions in the most proficient way, a range of methods

in conducting the primary research were considered. This study is concerned with

the attitudes individuals hold when considering shopping both online and in-store,

and therefore validates the reason to use quantitative and qualitative research.

Through reviewing current literature on the topic area surrounding consumer/e-

consumer behaviour, it has become apparent that quantitative and qualitative

approaches to research are consistently used. When considering whether to use

qualitative and quantitative research, there are two stances which are commonly

considered: the epistemological view and the technical view. The epistemological

view cites that quantitative and qualitative research methods are separate

paradigms (Bryman and Bell, 2007, P644), meaning that both types of methods

are incompatible, voiding the principle of mixed research. In contrast, the technical

view gives greater importance to the strengths of data collection and analysis with

which quantitative and qualitative research are provide and sees these as capable

of being combined. This is a view held by many academics.

Through reading the methodology, it will become apparent that the use of

qualitative and quantitative research can provide a basis to collect a more detailed

sample of results. This will provide further tools for analysis and answer the

research questions in a more proficient way.

4.2 Triangulation

This study will use triangulation, which is when a study uses a combination of both

qualitative and quantitative research methods (Bekhet, 2012, P40). This is where

one research strategy is cross-checked against the results of using another

research method (Bryman & Bell, 2007, P646). Triangulation is often considered

as a continuation of the discussion Webb et al. (1966), where quantitative


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research can be enhanced by using more sources of research to explore a

concept. Triangulation supports the technical view, mentioned earlier.

The concept of triangulation has been used in this study to ensure that the

research can be answered most effectively. There are also limitations. Gathering

both quantitative and qualitative data is a time consuming exercise. Further, if this

study was conducted on a larger scale research would become costly. Concerns

have been cited that using both forms of research can be incompatible (Bryman

and Bell, 2007, P644), therefore it is important to ensure that the qualitative

research is used to reaffirm or criticise the quantitative data, otherwise the

exercise could be isolated and incoherent. It has been suggested by Bekhet et al

(2012) that in order to successfully apply triangulation to a study, clear objectivityis required (P42).

4.3 Quantitative research

With regards to the quantitative method selected, there are a wide range of survey

methods available. The five methods which were considered (Appendix 9) were:

personal surveys, intercept surveys, telephone surveys, postal surveys and online

surveys (Schmidt and Hollensen, 2006, P145). Personal surveys were eliminated

due to the high cost which would have been incurred whilst conducting the

research, including field staff and travel costs. Further, data collection would have

been significantly time consuming in comparison to any other method put forward

(P139). Telephone surveys were discarded as there is a low response rate

associated with this method, as highlighted by the research conducted by Donthu

and Garcia (1999), with a response rate of 39.5%, from 2000 households. Further,there could be measurement constraints, including limits on response

alternatives, use of visual aids and interviewer observations (Schmidt &

Hollensen, 2006, P140). Postal surveys were deemed superfluous due to the low

response rate associated, as often mail surveys are considered junk mail and

disposed of. Further, there is very low quality control and postal costs are

expensive (P142). The selection between using online and intercept surveys was

difficult. Both are fast and relatively cheap forms of data collection. Roster et al.(2004) found online surveys to be 53% cheaper to conduct than telephone surveys


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(P372). (Bryman and Bell, 2007, P680. Schmidt & Hollensen, 2006, P140-144).

Online surveys can be created very quickly, have the ability to reach a large

number of people and can be designed to be visually appealing, however they are

not representative of the entire population (Schillewaert & Meulermeester, 2005,

P177). Further, as this study is investigating the buying behaviours of individuals

in-store and online, using an online method may be perceived as bias as the

survey is directed towards the online population. Individuals may have anonymity

concerns about their data too. In terms of the limitations of intercept surveys, there

are often distractions and pressures such as time, friends, emotional state and so

on which may impede ones ability to respond most proficiently (Schmidt &

Hollensen, 2006, P140). Online surveys were selected as the data is easy to

collect, cheap to perform and the quality of responses will be high as the

respondent will answer the survey at a time most convenient for them. In terms of

minimising the limitations, an ethical statement was attached to the form ensuring

the respondent that all data collected will be kept secure and not passed on to any

other party and data will be destroyed upon completion of the study.

4.4 Online survey

The survey was distributed online through email and promotion from social media

websites. Multiple channels were used to get more responses. The survey had 16

close-ended questions in total (Appendix 10).

The survey started with basic questions about the individuals demographics (age,

occupation and gender) and progressed to asking questions about impulse

behaviour in-store and the role of the store atmospherics. The survey alsoenquired how the individual preferred to shop (online v in-store), and then led to

ask questions about their preference, and why they preferred to shop in that

manner. The survey further queried whether the respondent would be willing to go

against their usual preference of shopping to get the product they wanted at a

cheaper price. This was to determine whether certain demographics were

generally more price-sensitive.


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The survey progressed to ask about an individuals attitudes towards gathering

product knowledge. This question was selected as it relates to the Theory of

Reasoned Action in the sense that product research and evaluation constitutes

elements which form overall attitudes, and in this context relates to whether an

individual will want to purchase a certain product.

One question used a five-point Likert scale. This format of question was used

because it offers an insight into the respondents attitude towards a certain

behaviour. Further, this type of questions was easy to create and implement

(Edmondson, D. et al. 2012. P73). In addition, the question was still a closed

question, therefore the responses were easy to analyse but the style of the Likert

scale offered more information in the attitudes individuals held as opposed to asimpler closed question (Hartley J. 2014. P84). The scale queried the respondents

beliefs about whether they felt online shopping had peaked; better value can be

found online; Online shopping is so popular because its more convenient.

The questionnaire progressed to ask how the respondent reacts to online and in-

store advertising. The questionnaire concluded with asking whether the mood an

individual is in affects how they shop. This question was included to analyse which

demographic is potentially more inclined to perform impulse behaviours.

4.5 Qualitative Research

In terms of qualitative research, three methods were considered: observations, in-

depth interviews and focus groups. Direct observations were considered (Schmidt

& Hollensen, 2006, P48) as the researcher could collect actual observed

behaviours rather than reflective response data (P58). Further, this approach is

very cost efficient. However, the data collected would be difficult to generalise,

interpret and analyse, and would raise potential ethical issues (P58) (Punch, 1989,

P31). Also observations are very time consuming (Bryman & Bell, 2007, P423).

More crucially, as this study is to address the rationale behind why individuals

shop the way they do, this method is not efficient in answering the research

questions and was therefore rejected. More efficient methods to answer the

research questions are through the use of in-depth interviews and focus groups


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(Schmidt & Hollensen, 2006, P63 & 89). With in-depth interviews, there is no peer

pressure placed upon respondents as the interview is conducted in a one-on-one,

non-competitive environment (P91). Further, lots of stimulus can be used

(photographs, videos) and an interview is easy to assemble. However, there could

be issues in terms of interviewer fatigue, as this method of data collection is very

time consuming and replicated (P91). When considering focus groups (P63), the

group can debate amongst themselves, offering a range of viewpoints (Saunders

et al, 2012, P403) and generate a range of ideas (Schmidt & Hollensen, 2006,

P74) and collectively make sense of a phenomenon (Bryman & Bell, 2007, P512).

However, data collected may not be representative of entire population (Schmidt &

Hollensen, 2006, P75), difficult to organise and hard to use stimulus with. Further,

digression could occur (Saunders et al, 2012, P402). Conclusively, focus groups

were selected as it is the most appropriate method when considering the research

questions and offers a depth of dialogue not often found in individual interviews

(Smithson, 2000, P116).

4.6 Focus Group

The planned format for the focus group to follow and the rationale behind including

certain topics is discussed below. The format would deviate in response to the

areas of discussion however, as focus groups are unstructured.

As a topic of debate, the group were asked where they preferred to shop. With this

open question, individuals were initiated to divulge what they liked about online

shopping and in-store shopping. The intention with this question for individuals to

specify benefits each method had, and this would be consistent with the datacollected from the online survey. This illustrated how the use of mixed methods of

research can be of benefit to another.

In order to assess why individuals make impulse purchases, the group was given

a scenario and were asked if and why they would buy a certain product. This

question targeted how the individual can be influenced by the retail atmospherics

and deviate from their intended behaviour.


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In order to keep the research applicable to the TRA (1975; 1980), the group was

asked if they had an opinion of a product (the example Galaxy v Cadburys was

used) and would they go against their preference to secure the non-preferential

product at a cheaper price. This question considered the Theory of Reasoned

Action (1975; 1980) in terms of the component: attitude towards a behaviour.

The group was then asked whether the product they might buy would affect where

they shopped. In order to keep the focus group objective, images of various

products (Toothbrush, computer/technology, furniture, personal items, chocolate)

were passed around and individuals were to state where they would buy the

product and why they would buy the product through a certain medium.

Finally, the group was asked whether they would be more likely to purchase a

product if their friends bought a certain product. This question was posed in a

scenario setting. The group were to be asked whether they would buy a new

chocolate bar if two of their friends were buying one. This question addressed

whether the vicarious learning had an influence on impulse behaviour and the

desire to adhere to the subjective norm influenced an individuals behaviour. This

question was selected as it targeted a component (subjective norm) of the Theory

of Reasoned Action (1975; 1980). In addition, Sharma et al. (2010) found the

consumers were more likely to seek variety and shop impulsively if there was

correct stimulation, and the influence of vicarious learning and ones desire to

conform to the subjective norm may lead to in individual purchasing a product they

otherwise would not have considered.

In practise, a focus groupsconversation can deviate from the intended structure

and this proved true in this study. This is expanded upon further in the Analysis.

4.7 Ethical considerations

Ethical concerns were considered when conducting Test 1 and Test 2. One of the

initial considerations when creating the survey was to ensure that the respondents

were kept anonymous at all times. This was ensured by not recording the

individuals name, ethnicity or date of birth. There was a statement at the end ofthe survey stating the individual held the right to withdraw from the survey. When


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considering the focus group, no recording was done, answers were written in note

form to keep opinions, names and views anonymous.

4.8 Conclusion

From reading the methodology, the rationale for each method of data collection

has been highlighted. Further, the reasons for using triangulation have been made

apparent. The limitations for using focus groups and online surveys have been

highlighted and the writer has conducted the methods in the most proficient way to

ensure the findings are applicable in answering the research questions. Ethical

issues have been deliberated (Oliver, 2010, P84) resulting in the researchprocesses being conducted in the most respectful, considerate and professional

manner.


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5. Findings

This chapter considers the findings from the research methods discussed in the

Methodology. The results are presented through answering the research

questions.

5.1 Test 1: Overview

From the online surveys, there were 60 respondents. Students were the most

dominant respondents, with 79.9% of respondents being full time students (23.3%

of whom were part-time employed). Further, 5% of respondents were part-time

employed; 13.3% were full-time employed and 1.6% or respondents wereunemployed. Regarding gender, 48% were male; 52% female. With age

responses, 1.66% were aged between 0-16; 65% were aged between 65%; 23.3%

were aged between 21-30; 6.6% were aged between 31-50 and 3.3% were aged

over 51.

5.2 Test 2: Overview

The focus group had a sample size of 11. Ages ranging from 20-22 years of age.There were 8 male participants and 3 female participants. As the focus group was

[Figure 1: Occupation data from Test 1] [Figure 2: Age data from Test 1]


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semi-structured, the objective was to investigate: where respondents preferred to

shop; what they liked/disliked about each method; the reasons why they would buy

impulsively; did the product they buy affect where they shop; would they buy a

new product because their friends have.

5.3 Difference between shopping online and in-store

When assessing whether people behave differently between shopping online and

in-store, data from Test 1 and Test 2 suggests that respondents do. When the

sample were asked whether they preferred to shop online or in-store, findings from

Test 1 established that 58.3% (35) of the sample preferred to shop in-store, and41.7% (25) preferred to shop online. When asked the same question in the focus

group, the overall consensus was that where they shop is dependent on what

product they want to buy.

Images were dispersed around the room of various products (chocolate,

toothbrush, furniture, personal items and computer/technology) with different

levels of involvement. From these images the group discussed where they would

buy each product and the reasons why.

Concerning the toothbrush, one respondent stated I would buy one in -store as it

is inexpensive and something I would use straight away. Another responded by

stating that If I was online and saw one for a good price then I would get one. It

was concluded that this product was one which would generally be bought in-

store.

When the group considered the image of the personal item, one respondent statedI would purchase one online as it is less embarrassing this suggests that some

consumers shop online for anonymity. This view was the general opinion of the

room; however one participant stated I would go into store as I would want to see

what I was buying. This suggests that some individuals like to see the physical

product in front of them and weights that more important than the potential

embarrassment the individual may experience. Overall, this product was deemed

one which would be purchased online.


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When assessing the groups opinion towards furniture, the response was generally

mixed. One individual stated that they like to see the build quality and see how it

physically looks. Similarly, another individual cited that seeing the product will

give them a feel as to whether it would suit the room it is going into. In contrast,

those who opted to get the product online mutually agreed that is it easier for

delivery and could often be cheaper and if not there are always alternatives

available online.

When considering the image of a new computer, the group was split between

those who would want to shop online, in-store and both. One individual stated that

I would shop online to compare the product to another. Another individual opted

to shop online as It is cheaper usually and there are a lot more products onthere. Further, one participant added I would prefer to go online and read the

reviews. Then I would look between online and in-store prices. In contrast, one

individual stated they would go in-store to get advice from a sales advisor.

Another added I would go with my Dad to have a look at it. Interestingly, one

individual would do both I would look online, read the reviews and see if it was the

best one to go for. Then I would go into store and try and barter with the store to

get the best price. From all the answers it is clear that when buying technology,individuals are focused on both making sure that the product is a decent product,

validated through reviews and opinions. Also, price is a key component in the

decision making process and ensuring that the consumer gets the best price

possible is crucial. This is supported by data from Test 1. It was found that 83.3%

of the sample would go against their preference of shopping online or in-store to

buy the product for cheaper.

Finally, when the sample was shown an image of a chocolate bar the majority of

the participants stated that they would buy in-store. Only one individual stated they

would buy online, stating If the price was amazing I would. In contrast, the

majority agreed that the in-store method was the most popular, citing it is for

immediate consumption. One individual stated When I buy chocolate it is always

when am in-store. I just pick one up randomly. This response suggested that

buying chocolate is an impulse buy and is more appealing in-store as it is intended

for immediate consumption. When further exploring impulse behaviour, 68.3% (41)of respondents from Test 1 sometimes buy products on impulse. Of the 41


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advertising (5). From the findings, it could be suggested that online advertising is

not really effective in the cyber store

Another way to assess the role of the cyber store is through the use of the Likert

scale, investigating the individuals (from Test 1) attitudes when considering

whether: online shopping has peaked; better value can be found online and online

shopping is so popular because of the convenience. When considering whether

online shopping has peaked: 26.7% (16) strongly agreed with the statement;

28.8% (17) agreed with the statement; 16.7% (10) were neutral to the statement;

18.3% (11) disagreed with the statement and 10% (6) of the sample strongly

disagreed with the statement. When assessing the samples attitude towards better

value being found online: 26.7% (16) strongly agreed with the statement; 48.3%(29) agreed with the statement; 13.3% (8) were neutral to the statement; 10%%

(6) disagreed with the statement and 1.6% (1) of the sample strongly disagreed

with the statement. When assessing whether the respondents thought online

shopping was popular because of the convenience: 50% (30) strongly agreed with

the statement; 40% (24) agreed with the statement; 1.6% (1) were neutral to the

statement; 8.3% (5) disagreed with the statement and none of the sample strongly

disagreed with the statement. In terms of analysing the data, applying theweighted averages of the responses has provided an overall opinion towards the

queried statements. When assessing whether online shopping has peaked, the

sample generally agreed with the statement (3.43/5). When evaluating whether

better value can be found online, the respondents generally agreed with that

statement too (3.88/5). When assessing whether online shopping is popular

because it is convenient, the sample generally strongly agreed with that

statement (4.32/5). Overall, the weighted average of responses across the three

questions was 3.88/5, meaning that the sample generally agreed with the three

statements.

5.5 What role does the store environment play?

In order to assess the role of the store environment, those who preferred to shop

in-store were probed why they had their preference. 17% of the sample (6)preferred the store environment; 97% of the sample (34) liked to see the physical


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product in front of them; 23% (8) stated that they liked the personal contact with in-

store shopping (rapport); 23% (8) did so because they enjoy the social element of

shopping; 40% (14) found value in the fact that the customer can return to the

store if they have a problem; 37% of the sample (13) stated that they find that they

receive a better service in-store as opposed to online.

One way to assess the role of the store environment is to see how the

presentation of the store affects whether or not they will shop in-store. 40% of the

sample (24) stated Yes if a store is presented well I will be more likely to make

a purchase; 31.7% (19) of the sample responded Yes If a store is presented

badly I will be less likely to make a purchase; 28.3% of the sample (17) declared

No if a store supplied what I want I will buy it regardless of the environment.From this question, 71.7% of the sample was influenced by the store environment,

highlighting how influential a well presented environment is.

When investigating how effective in-store marketing is on the sample, 16.7% of the

sample responded that they were Yes Often influenced by in-store advertising

(10); 43% of the sample stated that Yes If the offer is good (26); 30% of the

sample stated that Sometimes (Impulse) (18 respondents) and 10% of the

sample stated that in-store advertising had no impact on them whatsoever (6).

From this piece of research it is evident that in-store marketing is very effective

and therefore plays an important role in the retail environment.

In order to further assess the role of the store environment, the topic of vicarious

learning was investigated to further explore consumer behaviour. This topic was

put to the group through a scenario-based question. If your friends bought a new

chocolate bar on sale in the shop, would you do the same? The results were

generally No. Only one individual said they would If it was recommended by a

friend. These results suggest that the sample is not overly inclined to adhere to

the subjective norm. As a limitation, this question would possibly have had more

varied results if the question was asked individually as nobody really wants to

openly confess be perceived as copying their friends.

As this last response touched on impulse purchasing, this topic area was

prompted further. This was put to the group through a scenario. The followingquestion was proposed If you walked into the supermarket with no intention of


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buying chocolate, why would you leave the shop having just purchased one?

There was a range of results and justifications for the proposed impulse purchase.

One individual stated When I see big red and yellow signs in the shop it draws me

in and most of the time Ill buy whats on offer. Another respondent stated that if

the price was good they would buy the bar on offer. The responses here suggest

that individuals do not buy the chocolate bar because they need to. They buy the

product because it is on offer and is eye catching in terms of price and display.

This is consistent with Mahon et al. (2013) in suggesting that with good

presentation in-store, consumers are more likely to impulse buy.

5.6 Exploring consumer behaviour towards shopping

When exploring the topic of consumer behaviour, Test 2 discussed brand loyalty.

They were asked if you always bought Persil (washing detergent), but Bold

(washing detergent) was on offer at half price, would you buy the Bold? There

were mixed reviews, with 4 stating they would, and 7 stating they would be loyal to

their brand. The group responded by stating however, that their loyalty is

determined by what product it is. With this in mind, additional products were

explored. When asked about a packet of chewing gum, 8 of the group stated that

they would go for Extra, over Airwaves if again it were 50% cheaper, leaving 3 of

the sample being loyal to their brand. On the other hand, when poised with a

higher involvement product, a TV, the group were asked if whether they would go

against buying an LG, if a Panasonic was on offer at half price. 4 of the 11 stated

they would do, but 7 of the 11 opted to go for their preferred brand. From these

questions surrounding brand loyalty, it has been made clear that individuals are

more loyal to a brand when the product is of high involvement, and less loyal when

the product is not.

As a way to further examine high/low involvement attitudes, Test 1 answered the

higher the price of a product, the more product research I will do. This question

had five answers. 50% (30) responded strongly agree; 20.3% (12) responded

agree; 12% (7) responded Neutral; 8.5% (5) responded disagree and 8.5% (5)

responded strongly disagree. With 70.3% (42) agreeing/strongly agreeing, itcould be suggested that the more valuable a product is, the more research they


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will undertake. This indicates that in the decision making process, there is a higher

level of involvement when a product is more valuable, as supported by Lastovicka

(1978, P87).

When exploring how often an individual purchases a product on impulse, only

3.3% (2) of the sample claimed that then never buy impulsively. Further, 68.3%

(41) admitted to sometimes buying a product on impulse and 28% (17) of the

respondents confessed to frequently buying products impulsively.

To examine why the sample would shop impulsively, 90% (54) of the sample

justified their behaviour by stating it was because they see something in front of

them that is appealing. 7.2% (4) of the sample stated that they do buy impulsively

but it is not necessarily because the product they see is particularly appealing.

Finally, 3.3% (2) of the sample selected N/A as they do not buy impulsively.

When considering the effect of marketing in-store and online, it is clear that in-

store marketing has a greater impact on the sample. Further, 28.3% of Test 1

were less respondent to online advertising compared to in-store marketing. These

findings were consistent with Test 1 slightly preferring shopping in-store (58.3%).


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6. Discussion and Conclusion

After reviewing the findings, analysis will be presented, answering the research

questions through the use of SPSS data (where appropriate), focus group and

survey results. Through further analysis, the extent to which the TRA (Ajzen &

Fishbein, 1975; 1980) supports the finding of this research is discussed.

6.1 Differences between shopping online and in-store

When considering this research question, both qualitative and quantitative

methods of research suggest people do shop differently from online to in-store.

The qualitative research has shown that an individual may shop online or in-store

depending on the product type. Data from Test 1 has shown that 58.3% of the

sample preferred to shop in-store as opposed to online and their rationale for

doing so was expressed strongly in that 97% of those who prefer to shop in-store

like to see the physical product in front of them being an example.

In terms of impulse behaviour in the store environment 96.7% of the sample

admitted to buying products they do not intend to buy whilst shopping. The

quantitative research has shown that 90% of those who do buy impulsively do so

as they see something which appeals to them. The remaining 10% could be

utilitarian purchases. It would seem that in-store marketing plays a major role in

leading consumers to buy products they did not intend to purchase. In terms of

evaluating the success of in-store advertising, 60% of the sample stated that they

would make a purchase if the offer was good, and therefore shop impulsively.

When considering whether online advertising has a similar effect on the sample,

only 25% of the sample would buy impulsively if there was a good offer. In-store

advertising was claimed to be more successful by Test 2, as the big signs and

colourful adverts attract the customersattention better than a cyber-advert. When

considering the price difference between shopping online and in-store, 77.6% of

the sample in Test 1 believed better value can be found online. However, 83.3%

also stated that they would go against their shopping preference to secure theproduct at a cheaper price. This has shown that customers believe online


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shopping offers more products and that they can be purchased at a cheaper price

too. But if the product is cheaper in-store they will shop there instead.

One major factor in determining whether a customer would shop online or in-store

is the product type they are buying. Utilitarian products such as toothbrushes were

universally termed an in-store purchase as the product is used instantaneously.

When considering different product types, for example a bar of chocolate,

generally speaking this product is one which again would be purchased in-store.

Despite it being a product which is not particularly needed, it fills an instant

urge/desire and therefore was deemed an in-store purchase. Products which

perhaps are more embarrassing, for example, personal items, split the group as to

whether they would be purchased online or in-store. This is determined by how

comfortable an individual is with certain hedonic behaviours. When a customer is

purchasing a product which is more expensive, the majority from Test 1 stated that

they would do more research into the product. With the consumer having higher

involvement with the product, more research would be undertaken. When gaining

product knowledge, 40% of respondents stated that they research the product

online first, citing that attributes such as customer reviews and viewing

comparable products can form their opinion. In comparison, only 8.3% of the

sample stated that they like to research a product in-store. As a breakdown of

results, 86% of the sample used the internet during the product research stage,

and this increased to 100% of over 31 year olds. This suggests that population

trust online reviews and feedback to gain an overall appreciation for the product.

6.2 What role does the cyber store play?

From Test 1, it has been shown that individuals like to shop online for various

reasons. Convenience, delivery, better service and so on. However, with the data

collected from the focus group, individuals highlighted that their rationale to shop

online was dependant on what product it was, the price of the product and how

easy it is to shop online. With these factors being considered, through the use of

SPSS, a positive correlation has been outputted (Figure 4), stating that from the

online survey, there is a correlation significant at 0.773 between those who shop


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online because it is easy to do and because there is a wide range of products

available. This therefore states that there is a strong link between those who shop

online because it is easy and those that do because there are more products

available. With this correlation supported by the data collected from the focus

group, this validates the reason to use triangulation.

Pearson Correlation More products available

(Online)

Prefer to shop online

Easier (Online) .773** .794**

The data also showed that there is a strong correlation between those who prefer

to shop online and those that find online shopping more convenient. This

correlation is significant at the .794 level. This shows that a lot of people who do

shop online do so because of the apparent ease in which an individual can shop

online.

From the data collected, online shopping is seen to offer goods at cheaper prices

than in-store. From personal experience, customers who shop online have an idea

as to what they want to purchase beforehand and therefore are not as influencedby advertising. AIDA (attention, interest, desire and action) is a marketing term

used to break down how advertising works, and by the data collected, only 8.3% of

the sample from Test 1 often purchase products as a result of online advertising.

The other 91.7% of participants block out the noise, which suggests it is an

inefficient method of advertising.

6.3 What role does the store environment play?

From data collects from Test 1, SPSS analysis has found that there is a .966

correlation between those that prefer to shop in-store and those that like to shop

in-store because they like to see the physical product (Figure 4). This data is

consistent with the data from the survey as 97% of the sample agreed with that

statement, and therefore suggests that this is a strong observation on societys

view towards in-store shopping.

[Figure 3: Key online shopping correlations]


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Pearson Correlation Prefer shipping in-store

I like seeing the physical product in front of

me (In-store)

.966**

From the primary data collected it is evident that in-store advertising is much more

effective than online. According to qualitative Test 2, this is because the customer

is drawn to the big promotions in-store. With more successful advertising occurring

in-store it could be suggested that more impulse purchases occur as a result.

58/60 participants from Test 1 claim to buy things impulsively whilst shopping.Moreover, 54/60 participants from Test 1 do buy products as a direct result of in-

store promotions. Meaning, 93.1% of those who do buy impulsively are also

affected by in-store marketing. In contrast, only 37/60 of respondents are

influenced by online advertising, meaning that only 63.7% of those who shop

impulsively are affected by online marketing. This suggests that in-store promotion

is much more effective than on-line advertising on those consumers who do shop

on impulse.

6.4 Exploring consumer behaviour towards shopping

When assessing consumer behaviour, this study has looked into vicarious

learning, price consciousness of customers, impulse behaviour and attitudes such

as brand loyalty and attitudes towards online and in-store shopping. Existing

literature has been considered a benchmark to compare the findings from this

study. Sharma (2010) found that self-awareness impedes impulse behaviour in-

store. This is consistent with the findings from Test 2, when considering more

embarrassing products. Liu and Burns (2013) found that online shoppers were

more price-conscious. This is consistent with the findings in this study, with 75% of

the respondents from Test 1 believing that better value can be found online. In

terms of brand loyalty, the group proved to be loyal to their brand of preference,

especially with higher involvement products. This data supports a conceptualarticle written by Choong Lyong (1998), citing that brand loyalty is tested by

[Figure 4: Key in-store shopping correlations]


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situational factors e.g. discounts (proved in Test 2) and that especially with higher

involvement products, a positive brand experience will mean an individual is more

likely to be loyal to the brand (as proved in Test 2).

6.5 Expectations and overview of findings

Of the findings within this paper, the key results from Test 1 and Test 2 have been

made apparent. The amount of people who do make impulse purchases in-store

(96.6% of Test 1) was a higher number than expected. This result has highlighted

how influential in-store advertising is in terms of attention, interest, desire and

action (Fill. 2013). Moreover, 93.1% of participants from Test 1 do buy products asa direct result of in-store promotions. This statistic was also significantly higher

than expected and has provided a strong link between impulse behaviour and

effective in-store advertising (Sharma et al. 2010. and Mohan et al. 2013). Before

the research was undertaken, it was expected that individuals have a preference

as to where they would want to buy a certain product. This was proved true by

Test 2, with the sample deliberating between shopping online and in-store for

various products. When considering the samples attitudes towards whether onlineshopping had peaked, 69% of the sample agreed with that statement. This finding

was surprising, considering the advances in App technology and with more

devices enabled to shop online. From Test 1, 74.9% of the sample found that

better value can be found online. Data from Test 2 suggested that this is because

more products are available online. The view that customers shop online because

better value can be found online is consistent with Liu and Burns findings (2013).

There were strong correlations between the reasons as to why individuals shop

online and in-store. Of those who shopped in-store, 97% did so because they liked

to see the physical product in front of them, which is significant at the .966 level

(Pearson correlation). When assessing why people shop online, 80% of those who

preferred to shop online did so because it is easier. This is significant at the .794

level (Pearson correlation). These findings were consistent with the expectations

of this study.


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6.6 Application to the Theory of Reasoned Action

The TRA (1975; 1980) can be applied to this study in the sense that it breaks

down the process of behaving, or purchasing. From the data collected, value has

been shown towards the attitudes individuals hold when considering a certain way

of shopping. In terms of brand loyalty, the respondents have shown to be loyal to

their preferred brand - especially with higher involvement products - and therefore

are more likely to purchase a product because they have a positive attitude

towards the behaviour. Further, the TRA assumes individuals want to conform to

the subjective norm, however the sample from Test 1 and Test 2 have expressed

that adhering to the subjective norm and behaving as a result of vicarious learning

is a minimal consideration for themselves whilst shopping. As an overview of theTRA to this paper, this study is more concerned with the attitudes towards a

certain behaviour i.e. shopping online or in-store and the rationale behind doing

so. In terms of analysing the behavioural intention and actual behaviour, price has

proved to be a major influence as to whether shopping online or shopping in-store

will be used. 83.3% of Test 1 stated that they would go against their shopping

preference to buy the product at a cheaper price. This implies that when assessing

whether an individual intends to purchase a product, if the price is cheaper throughanother channel e.g. online or in-store they will do so, as the sample is price

conscious. This disproves the Theory of Reasoned Action, as the model assumes

that behavioural intention leads to behaviour. Situational factors, such as price,

play a role in determining whether behaviour will actually be performed.

This paper has investigated both the rationale between shopping online and in-

store and also how influential the store environment is in terms of leading to

impulse behaviour. The concept of impulse behaviour goes against the TRA in the

sense that the behaviour of impulse is not planned and there is no prior intention

to perform the behaviour. A more appropriate model to look at when assessing

impulse behaviour would be Babin and Dardens (1995) model which suggests

hedonic shopping derives from pleasure, arousal and domination (P56). Impulse

behaviour has proved to be very successful in-store as a result of good

promotions. Test 1 has shown that 93.1% of those who do buy impulsively are

successfully affected by in-store marketing.


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6.7 Limitations and recommendations for future research

This study assumes that an individual only shops online or in-store. It would be

useful in the future to integrate an individuals attitudes towards their second mode

of shopping into the study, to gain a greater appreciation of the attitudes the

sample hold in regards to in-store or online shopping. This paper has considered

impulse behaviour occurring in-store but it has not investigated impulse

behaviours online. Researching this concept will provide greater appreciation into

impulse behaviour. The respondents only represent a small sample of the UK

population, and also is predominantly student answered, restricting the results.

The focus group number was also very small, but very difficult to conduct on a

larger scale, considering the time and resource constraints.

In order to answer the research questions most effectively, multiple tools would be

required. When assessing the rationale for shopping online, using the TAM (Davis,

1989) would have been more applicable when assessing an individuals ability to

actually perform an online shopping behaviour. When considering impulse and

general in-store behaviours, The TPB considers situational factors which would

me more applicable in determining why a behaviour is or is not performed when

considering factors such as the price and availability of the product.

For future research, the author believes that integrating Babin and Dargens model

(1995) with the TPB could provide a more informed approach to shopping in the

retail environment and provide further scope to purchase intention. This paper has

measured the attitudes individuals hold towards shopping both online and in-store

and therefore has a good foundation to be compared to with future research to

comment fully as to whether behaviour is evolving.

6.8 Implications for managers

Thoughts for managers from reading this paper is to ensure that the store

environment is well presented (Sharma, 2010) and in-store promotions are placed

as this is proven to be successful from this paper, especially when considering

impulse marketing. When considering online shopping, consumers like to get a lowprice (Liu and Burns, 2013) and ensuring that prices are competitive is essential.


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Test 2 has shown that individuals are prepared to negotiate in-store for the best

price and are aware that the best price may in fact be online. Having free delivery

and a wide range of products available have been found attractive for customers

and could increase online sales, along with having a website which is easy to use.

6.9 Concluding comments

This paper has explored the reasons why people prefer to shop in-store or online.

Further, this paper has examined the role of the retail environment in term of how

the store atmospherics influence buyer behaviour. The primary research collected

has shown that impulse behaviour does occur as a result of the retail environment,especially because of in-store advertisements, creating AIDA. Results show that

impulse behaviour occurs because of shopping enjoyment (supported by Mohan,

2013), so ensuring the environment is attractive holds value. In terms of the

application of the TRA to this study, the model supports the reasons why

individuals intent to perform a behaviour but the model assumes that once an

individual decides they want a product or behaviour, they will perform the

behaviour. In reality, situational factors such as price and product availability may

affect whether one actually performs a certain behaviour. This paper has provided

a foundation for future research to be undertaken when considering the attitudes

of individuals to shopping online and in-store and evaluating evolving behaviour.

Moreover, the paper has highlighted the role of the store environment as being

one where impulse behaviours are common as a result of successful advertising

and promotions.


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Appendices

Appendix 1: The New Forces. Downes & Mui. 1998. P7

Appendix 2. Wheel of consumer analysis

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