The Development Of Online Shopping Marketing Essay

Published Date: 23 Mar 2015

The internet has become indispensable to our lives. The end is near and the future is bleak for high street shopping declares a leading industry in web design and web development solution. More than a decade ago, it was prophesied that the advent of the internet will kill off high street shops and this can be evidenced in the popularity of online shopping when it comes to categories like clothes, music, films, books and even food (Levene, 2012). The continued breakthrough in technology and subsequent reliance by consumers on technology is 'rapidly reshaping' high street shopping experience (Warman, 2013).It has been reported that in no time the "boundaries between the physical and virtual space" will soon become blurred which may lead to the closure of shops as we have known them in the near future (Kollewe, 2012). Further stressing this point, Kollewe (2012) states that, four out of ten shops will shut down in the next five years as consumers increasingly abandon the traditional way of shopping in favour of online shopping. Corc (2010) has pointed out that many high street stores have expanded and grown their market by making use of the opportunities the internet offers to expand and reach a whole new clientele. By having a high street store and also a virtual store, companies 'get the best of both worlds'. By pushing and marketing their products online and also having them in a physical store, retailers can posture and position themselves and taking advantage of the increased demand for online shopping availability. By shopping online, consumers can conveniently purchase products at their own convenience in the comfort of their homes without having to leave their homes in search of high street stores. However, there are still consumers who like and actually enjoy going into high street stores. Corc (2010) states that for some of these consumers, who either shop online or go into physical stores to buy their products, any method of purchase basically boils down to 'generation gap' . This research will seek to review the decline of high street shopping as we know it and also seek to understand why in addition to the benefits and barriers of the rise of the online shopping experience. Solutions will be proffered to how both can exist and an in-depth exploration into the literature of key terms will be carried out. This research also seeks to add to the body of knowledge of the key terms.

KEY TERMS FOR THE STUDY

Internet

Online shopping

High street shopping

Information and Communication Technologies (ICT)

SUMMARY OF CONTENT

This research dissertation will be divided into six primary chapters in order to have a comprehensive outlook of the title. They are:

The Introduction chapter 1: this will be looking at the context in which online shopping and high street shopping is set and the rationale for the argument. The chapter will also seek to present the dissertation aims and objectives and also outline some of the research problems.

The Literature review chapter 2: this chapter will seek to evaluate critically, the existing literature with a view to presenting some background theory, while giving a summary of research carried out by organisations, government bodies, research units with statistics and publications. This chapter will aim to highlight the key terms and explore the benefits and barriers of high street shopping and online shopping and add to the debate through empirical evidence.

The Research Methodology Chapter 3: this chapter will refresh the clear aims and objectives of the research, with a view to describing how the research design will be carried out. A critical and clear application and design of the research will be highlighted in this chapter in order to provide clarity.

The Secondary and Primary research findings Chapter 4: this chapter is one that will present a comprehensive summary of the primary research that will be carried out in the course of the study and will be clearly reported to provide empirical evidence.

The Analysis, Evaluation and Discussion of the Findings Chapter 5: this chapter will seek to provide fact and figures to support the dissertation and also show concrete evidence and statistical qualitative analysis of the research findings.

The Conclusion Chapter 6: this chapter will aim to summarise all that was researched with a view to providing a comprehensive summary that will contribute to knowledge and also highlight the limitations of the study and areas for future work. Some recommendations will be highlighted for the future.

Chapter 1

Introduction

Chapter 2

Literature review

Chapter 3

Research Methodology

Chapter 4

Secondary and Primary research findings

Chapter 5

Analysis, Evaluation and Discussion

Chapter 6

The Conclusion

ACKNOWLEDGEMENTS

I would like to take the opportunity to acknowledge the advice and encouragement given by my Course Tutor in helping with the completion of this work. Your contribution has been invaluable.

I would also like to thank the different individuals and business owners that took the time to speak to me and contributed and showed genuine interest in the research.

Finally I would like to thank my mother for her understanding and support and patience during my time in the University and during this research. I also want to thank all my family members and friends who have offered a kind word or two during the stressful times and to all, I am deeply grateful.

TABLE OF CONTENTS

Abstract……………………………………………………………………………………………..2

Key terms for the study…………………………………………………………………………….2

Summary of content………………………………………………………………………………..2

Chapter 1

Introduction…………………………………………………………………………………....7

1.1 Context and rationale………………………………………………………………………….7

1.2 Research aims………………………………………………………………………………….8

1.3 Research methods...............................................................................................................…...8

1.4 Research objectives……………………………………………………………………………8

1.5 Research problem……………………………………………………………………………...8

Chapter 2

Literature review………………………………………………………………………………9

2.1 Literature context………………………………………………………………………...……9

2.2 Definition of terms…………………………………………………………………...………..9

2.3 Internet………………………………………………………………………...………………9

2.4 Development of online shopping………………………………………………..…………….10

2.5 Development of the internet for business………………………………………….………….11

2.6 Early doubts about the internet as a retail medium……………………………………………12

2.7 High street shopping…………………………………………………………………………..12

2.8 Benefits of online shopping…………………………………………………………..……….12

2.9 Benefits of high street shopping………………………………………..……………………..13

2.10 Barriers of online shopping…………………………………..………………………………13

2.11 Impact on skull shopping………………………………………….…………………………14

Chapter 3

Secondary and primarily research findings…………………………………………………….16

3.1 Primary research………………………………………………………..………….……………16

3.2 Introduction…………………………………………………………...………………………..16

3.3 Research approach and design……………………..…………………………………………...16

3.4 Research setting…………………………………………………..…………………………….16

3.5 Study population and sample………………………………….………………………………..16

3.6 Sampling criteria………………………………………………………...………………………17

3.7 Data collection…………………………………………………………………………………..17

3.8 Reliability and validity………………………………………………………………………….17

3.9 Pretesting the questionnaires………………………………..…………………………………..18

3.10 Ethical considerations…………………………………………………………………………18

3.11 Data analysis……………………………………………………………..……………………18

3.12 Conclusion…………………………………………………………….………………………21

3.13 Secondary research findings……………………………………….………………………….21

Chapter 4

4.0 Analysis, evaluation and discussion………………………………………..…………………..22

4.1 The future of high street shopping and online shopping……………….………………………22

Chapter 5

5.0 Conclusion……………………………………………………………………………………..25

References and bibliography………………………………………………………………………26

Appendix………………………………………………………..…………………………………33

CHAPTER 1

1.0 INTRODUCTION

1.1 Context and rationale

This dissertation is focused on examining the upward spiral of the internet and it subsequent effect on the traditional way of high street shopping which has been seen as a more traditional approach to shopping before the advent of ICT technology that has given rise to the online shopping experience. For example, McCann (1996) in his article reports that a survey conducted by Deloittes, a city firm, states that a large proportion of the population viewed high street shopping as "a chore to be avoided at all costs". The survey further shows that this view on high street shopping is held by 55% of the population under the age of 34 years. This empirical evidence showcases the new trend of shopping in our modern day. This research also seeks to highlight factors that influence why people shop online, such as the consumer adoption of new self-service technologies and internet shopping (Dabholkar 2002). Davis (1993) seeks to advocate that consumers' view and inclination towards online shopping depends primarily, on the 'direct effects of relevant online shopping features. Several external factors still play a part in influencing a consumers' choice to shop online and these include consumer traits which change from time to time and season to season (Burke, 2002), situational factors such as trends and personal circumstances and also economic circumstance (Avery, 1996), characteristics of the product can also be a factor of influence as it may be cheaper to buy a product online and have it delivered to a home and save on transportation from the shop if the customer used personal transport (Grewal et al, 2002), past online shopping experience may have been favourable which will help in making more online purchases (Shim et al, 2001), and finally the consumer having faith in online shopping (Yoon, 2002). All of the above mentioned exogenous factors in the addition to the basic factors that determine a consumers' attitude and desire to use the internet, makes it fall under the purview of online shopping context which is what the research aims to express. These factors deeply influence and affect consumer attitude towards carrying out online shopping and provides a guide to understanding the nature of the consumer and their desire to tend towards the online shopping experience over the high street shopping experience.

One author, Murray (2006) suggests that shop staff often encroach on the privacy of shoppers who want to quietly shop in peace without frequent any disturbance from over-zealous shop assistants who molest customers with annoying questions like 'do you need help?'. He goes further to say that most retailers also resort to playing music in shops which is too loud and also the long queues at checkouts can be seen and perceived as irritable to a wide range of customers. This is in contrast to the serenity and sanity that the internet affords consumers, and also the need to travel all the way down to shops is avoided and cost is saved (Murray, 2006). The in-depth analysis of the benefits and barriers of the two interesting themes of online shopping and high street shopping will be examined. Each mode of shopping will be objectively assessed and a conclusion will be drawn as to the best method of shopping. But it should be noted that the internet does not necessarily need to replace high street stores. This is because there will always be the need for customers to have variety and at certain times when purchasing unique goods, the sense of physical touch, taste and smell may be required to make an informed. Some may argue differently however, in order to have a balanced viewpoint; examining both sides will give deeper insight into the research. High street shopping will definitely complement online shopping and vice versa in their operational and demographical scope. Whichever way the consumer's decide to go, the economy ultimately benefits.

1.2 Research aims

To define internet/online shopping

To define high street/traditional shopping

To analyse the effect of online shopping on high street shopping

To review the benefits of high street shopping

To review the benefits of online shopping

To review the barriers of high street shopping

To review the barriers of online shopping

1.3 Research methods

The research will primarily involve conducting a primary research by handing out questionnaires to people in order to find out their shopping habits and whether they predominantly shop online or in high street stores. Also, existing literature and surveys conducted by other authors will be examined.

1.4 Research Objectives

To undertake an analysis of the current trends in online shopping and high street shopping

To analyse the online shopping models with the high street shopping models

To demonstrate the practical application of the research results

1.5 Research Problem

The Key research problem of this study is simply how to determine the impact of online shopping on high street shops and also to determine if online shoppers are affected or changed from the high street shopping experience because of the following factors: gender, disability, age or just simply shopping online for convenience and deals.

CHAPTER 2

2.0 LITERATURE REVIEW

2.1 Literature context

According to Schaupp and Belanger (2005) 'the ability to measure the level of customer satisfaction with online shopping is essential in gauging the success and failure of e-commerce. To do so, Internet businesses must be able to determine and understand the values of their existing and potential customers'. Online shopping has several factors that give it an edge over the traditional high street shopping. Factors like convenience, time saving, ability to compare prices of products and features, ability to compare different products by different retailers at the same time, and also goods can be found easily that may not be available in a high street store (Rajneesh et al 2010). Convenience can include 'convenience includes the overall ease of findings a product, time spent on shopping and minimisation of overall shopping effort' (Schaupp and Belanger, 2005). Rajneesh (2010) continues by saying that the consumer is saved much effort when shopping online in terms time saving by not going to the store in person, selecting desired products, queuing, parking, avoiding going out in bad weather, saving on gas, and avoiding contact with other people when solitude is need for shopping. Also, consumers when shopping online are able to compare prices of different products being offered different retailers without having to visit all the stores in order to do so. Lokken et al (2003) posits that consumers can shop anytime of the day without any geographic restriction. 'Online shopping also provides consumers an ability to browse an infinite variety of products transcending geographical, national and cultural boundaries. Moreover, online shopping has an added advantage for working women as they do not have to drag their kids to malls and stores for shopping. The only basic requirement a customer needs for doing online shopping is availability of Internet access and credit card' (Rajneesh, 2012).

2.2 DEFINITION OF TERMS

2.3 Internet

The rapid growth of the internet has been a revelation. It has been said to be man's biggest achievement, which is the ability to communicate globally and with astonishing, lightning speed. The internet was once exclusively used by those in the military and academia, but has now grown into a medium through people express themselves and conduct research into every subject one can think of. Millions of pages are being added to the World Wide Web on a daily basis and people use various search engines like yahoo, google, bing and other portals to access information they need (Zegna et al, 2005) The internet can be defined as a 'global system of distributed networks that use "packet switch" technologies for information and service exchange'. Several processes like e-mail, text, voice chat, file sharing, transmission and advertisements can be communicated over the internet. The size, speed, and popularity of the internet have made it the most important new communication technology for a couple of years (Hoffman, 2010). The internet's infrastructure according to Hoffman (2010) was developed by a group of American academics and computer scientists in the private sector. They as a group were interested in network technology and their research was funded by the United Sates military. The idea for the development of the internet was first spotted in the memos of J.C.R Licklider in 1962. He had the vision of a"galactic network" of interconnected computers that would advance human reasoning through "man-computer symbiosis" (Hoffman, 2010). When Licklider was made the head of the US Defense Department of computer research program, he played an instrumental part in securing funds for an assembled team of computer scientists to see that his dream was realised. The first version of the internet was installed at the University of California, Los Angeles in 1969, which was divided between military and academic sections in 1983,, and eventually opened up to commercial use in 1991 (Hoffman, 2010). According to Bargh et al (2004), the internet is one of the latest breakthroughs in technology when it comes to interpersonal communication. Previously communication was made through telegraph, telephone, radio and television. The internet combines the features of the telegraph, telephone, radio and television, cutting short the distance and reaching a very vast audience. In addition to this, the internet offers users anonymity and provides a forum for people who share similar interests and values to meet.

2.4 Development of online shopping

In the 1990s, as technology and ambitious companies started to make serious efforts to meet up with the challenges and many opportunities the growth of the internet offered, theses companies began making efforts to engage in online trade by creating highly developed websites to enable customers shop in the comfort of their homes (Rayport et al, 1994). When the internet was developing at a fast pace twenty years ago, there were many predictions about its possible growth and its ultimate success, though at that time it looked a bit uncertain. Predictions were made on how big and effective the internet will have on retailing and the business world in general. Several questions were asked and when the answers became clearer and positive it was believed that the internet will be the next big thing. Questions such as to what degree will the internet change the principles of retailing? Will it entirely displace the existing retail methods or will the internet serve as a compliment to the already established traditional way of retailing? (Burke, 1997). Also, what categories of consumers taking into consideration their location and shopping habits will most likely shop online regularly (Jones et al, 1998). On the part of retailers, questions were asked on how will they develop market strategies that are appropriate for online trading in terms of channel co-ordination, segmentation, pricing and promotional strategies (Peterson et al, 1997). Angelides (1997) asked the most important question which was whether online retailing in the long run replace, or radically change high street shopping. Nazir et al (2012:487) reasons that the advent of online shopping and increased popularity of the internet has created a dynamic and convenient way as to how people shop which is different from the traditionally classically recognised way and mode of shopping. Consumers no longer need to wait for shops to open at a specific time which can be restrictive and time wasting. Now, consumers can virtually shop at any time and any place they want in order to purchase products and services which is a time saving method. The internet has grown to be the new avenue for people to communicate and exchange information, goods, and services and has become a constant of our daily living and without it we may not survive in modern times. The number of people using the internet is increasing by the day so also the number of people now changing to purchasing products online. According to Corc (2010) retailers establish stores on the internet which allows them to expand their market, reach bigger demographics and reach new consumers and also reach out people who may not wish to visit the high street stores for their purchases due to diverse reasons. The convenience shopping online provides is the primary reason why consumers shop online.

2.5 The development of the internet for business

According to Pyle (1996) the importance of the internet as a totally different and efficient way of communicating was evident in areas such as global research, ease of access, ability for users to interact with each other, flexibility and speed, ability to send and receive large amounts of information at the same time, ease of maintenance, and it's obvious cost efficiency. All these attributes of the internet were soon used and applied in so many sectors of the economy such as defence, banking, manufacturing, education and healthcare. As time went on, it soon began to emerge that the internet was going to have a very huge significance in the retail sector. Many retailers began to identify the internet as medium adequate enough to provide information on products, a communication channel between retailers and consumers, collection of market research data and surveys, the promotion of goods and services, and a means for consumers to order required products online. In short, the internet became an 'extremely rich and flexible retail channel' for both retailers and consumers alike (Doherty & Elli Chadwick. 1999). According to Doherty et al (2010), though online shopping until the mid 90s didn't grow in an organised and progressive fashion, it has always been expected to be big many years before it became a huge success it is today. Doddy et al (1967) had a long time ago predicted that the future of retailing will ultimately culminate in the ability of consumers to use computers to order their goods from centralised retail warehouses. Despite this prediction, the internet didn't become an instant it, it suffered prolonged slow growth but when it's rise began, it generated a huge amount of interest and following especially with those in the academic, political, industrial, banking, entrepreneurial, management, and retail sectors (Doherty et al, 2010). Vijayasarathy et al (1997) stated that the unique ability the internet possessed to deliver 'tangible economic gains' was the driving force for the interest and subsequent patronage the internet generated in the world on online shopping. Alba et al (1997) in support of Vijayasarathy's statement stated that the internet became well known when it became clear that the internet could offer efficient means of ordering goods and complimentary merchandise, its delivery, distribution, collection of consumer data, and also the ability to offer special goods. Pyle (1996) summed it up by saying that the internet ability as a 'global connectivity opens up new avenues for business in a manner that traditional commerce conduits cannot match'.

2.6 Early doubts about the internet as a retail medium

When the internet started gaining popularity, its importance as a means of marketing goods and services was never in doubt but people still voiced some concerns over some limitations the internet possessed. These limitations were in form of significant barriers and hurdles that needed to be dealt with before the total acceptance of the internet as a retailing medium would be achieved (Doherty et al, 2010). For instance, Cockburn et al (1996) studied the mapping business use of the internet and discovered that the internet lacked adequate security and also an acceptable online payment system. Also the slow connection rate of the internet and its limited access would be consumers had to the internet posed a problem. These factors greatly slowed down the growth and commercial success of the internet. Jones et al (1998) stated that most consumers had serious doubts over the secure nature of buying online and also over the true nature of some online retailers. Doubts were also expressed by Nath et al (1998) over the legal nature of transactions made online and the inadequate of reliable information on how effective and reliable it was to conduct business over the internet. Though these doubts were voiced by many people, Doherty (2010) states that many authors were positive that the internet will experience growth and that the ability of internet to be a very effective and important retail medium was never in question.

2.7 High street shopping

High streets and town centres provide the space shops need to carry on business. Retail shops are an important part of the high street, but people visit the high streets for other purposes apart from shopping, like visiting cafes, restaurants, pubs, galleries, museums, cinemas, parks, beauty parlours, hairdressers, doctors and dentists, libraries, banks, solicitors and estate agents. Also people come together in town centres to meet with friends and join in community activities. It has been said the high street is a focal point of local identity, community pride, common heritage and values (Re-imagining urban spaces to help revitalise our high streets, 2012).

2.8 Benefits of online shopping

Online shopping affords consumers the chance to buy goods sitting in the comfort of their homes without having to walk through high street shops looking for items they want to purchase. Also, consumers are able to compare prices from different sites in order to get the best value for their money which if they wanted to do in the high street shops, they have to visit so many stores in order to find the best product at the best price. On the part of retailers, online retailing enables them to cut overhead costs as they do not need to pay for rent which can be very expensive (Humphries, 3013). Besserwisser (2012) also added that since online retailers cut the cost of renting shops and employing members of staff, their goods sold online are cheaper than the prices offered by high street stores, by 10% to 50% and online retailers also offer free delivery services. Also, consumers can shop online at any time of the day and this is especially helpful to consumers who work odd hours and the range of products available for purchase over the internet is without limits (Besserwisser, 2012). Also, people prefer shopping online in order to avoid crowds especially during festive periods. Huge crowds can make some shoppers do their shopping in a hurry and also create a problem of parking. High street shopping can cause some consumers to buy compulsively and they can end up buying things they do not need and in some cases consumers can settle for a product they do not want because they cannot get hold of the ones they want. Online shopping affords consumers the opportunity to buy old or unused products at very cheap prices. For example, buying antiques online guarantees one can get it at a cheaper price than that offered by high street stores. Finally, online shopping give a consumer the unique opportunity to make discreet buys as it can be done in private. For instance, consumers can buy adult toys, sexy lingerie and other private goods in private thereby avoiding the embarrassment they might feel when they make such purchases in local shops (Anamika, http://anamikas.hubpages.com/hub/Online-shopping-sites-benefits).

2.9 Benefits of high street shopping

According Humphries (2013) one of the benefits of shopping in the high streets applies mostly when consumers don't know what to buy especially when it comes shopping for gifts. Despite the comfort shopping online brings, it does not compare to the actual feeling consumers get when they walk through aisles in the shop and physically picking out the items they intend to purchase. Also by shopping in the high streets, consumers support local trade which helps the local economy to grow (Humphries, 2013). Also, when buying goods such as shoes and clothes, consumers are able to try it out at the spot and make a decision if it fits, whether it is the right size and if they would love to have such an item. If they decide they want the product, all they need do is to return it to the hanger and carry on with their shopping. This does not apply when consumers shop online as they do not know if it fits, it's only a gamble. And when the clothes arrive and they do not like it they have to go through the stress of returning the item and may incur shipping costs in the process. Also, one of the biggest advantages of shopping online is that consumers are able to take home their shopping immediately unlike when they shop online, when they have to wait between 1 to 30 days before they get their purchases. (Besserwisser, 2012).

2.10 Barriers of online shopping

Davidson (1997) has stated that for the new online retailing system to thrive, it must firstly deal with problems such as its delivery model. The most common method of delivering goods ordered online is by mail which has been described as slow, inflexible, and not an ideal way of transporting many goods. Davidson (1997) gave an example using a crate of wine and frozen chicken, stating that the former will survive though mail delivery but not frozen chicken. If a faster, speedier, and flexible system of delivery is not come up with, online purchases will only be engaged in by a minority of shoppers buying durable products. Also a second issue identified by Davidson (1997) was the fear consumers' harbour over the financial security of the internet, and suggested this may be resolved by retailers using encryption technology. However, he warned that it may be difficult to convince customers that online retailers will not abuse such financial information gathered. Also, unlike consumers who shop in the high streets, online shoppers are not able to take away immediately good bought. They have to wait for some time until it is shipped and delivered to them except for those purchasing downloadable items like music. Consumers are unable to try out goods they are buying online; all they can do is rely on the description and photo posted by the online retailer. Online shoppers do not have the human interaction closely associated with consumers who shop in local high street stores, it lacks a personal touch. When consumers buy goods online and when it arrives damaged or with a defect, its time consuming sending it back to the retailer for a replacement or a refund and consumers sometimes incur additional shopping costs ( Housley, 2011).

2.11 Impact on street shopping

From the beginning, it was widely speculated that the emergence of online shopping will have a massive impact on the high street stores and will eventually replace it. This prediction was based on how the growth of the internet was received with utmost optimism and belief in the potential of the internet to be one with the potential to amass huge sales. It was predicted that by Healy and Baker, a firm of international real estate consultants, that by 1997, 5 percent of all spending in the retail sector in England, Scotland and Wales will be done over the internet. It was also reported that academics also agreed that online shopping will have a significant effect on retail sales. An author named Pavitt suggested that by the year 2005, online sales will capture between 8 and 30 percent of the UK retail market, and another author Angelides suggested that traditional high street stores were facing an estimated loss of 20 percent of their business to online retailers (Doherty et al, 2010). In responding to the question of how formidable a threat the internet poses to high street shopping and if the high street shops are losing their appeal to customers, Roger Groom, former property director of Selfridges stated that the sales made over the internet only account for a small percentage of the total sales in retailing. Groom further stated that that high street shops are not suffering as people like to shop traditionally. Nick Galding, a senior retail analyst at Verdict research further added that online shopping does not mean cheaper prices and convenience but that some retailers like those who specialise in videos face still competition from online retailers. Also, small retailers who sell niche products are doing well online because they are able to reach bigger audiences. Despite this, many consumers still love going to shops as they are inspired by inspecting the products they want to buy (Altman, 2007). As a result of online retailing, several factors have been identified as the impact online retailing has made on high street shopping.

Elimination of middle men: According to Malone et al (1997) at the early stage when the internet started to emerge, many people believed that online retailers will bypass traditional retailers and reach the consumers directly. This action would cut off the retailer as the middle man and by the direct contact with consumers through the internet, manufacturers will wholly transform the structure and model of the retail channel (Ettorre, 1996), and as Benjamin et al (1995) put it, the internet will provide a platform for producers and consumers alike to benefit from a better direct form of contact. Despite this perceived threat to retailers, Doherty et al (2010) argued the threat of phasing out retailers might simply have a minor effect as most manufacturers lacked the necessary technical, business and managerial abilities required to sell directly to the consuming public.

CHAPTER 3

3.0 SECONDARY AND PRIMARY RESEARCH FINDINGS

3.1 Primary research findings

3.2 Introduction

Chapter 3 describes the research method used for this paper. It also describes the area where the study was conducted, the sample method used, the segment of the population used for the survey and lastly the study design.

3.3 Research approach and design

The research method adopted in this research paper was a quantitative one. According to Cohen (1980) quantitative research can be defined as a type of social research that makes use of empirical methods and statements based on experience, observation and opinion. Cohen further defined empirical statement to a statement that describes 'the case in the real world' and not 'what ought to be the case'. The method employed in obtaining data for this research was through a survey. Questionnaires were distributed to 30 people in order to obtain data to assess the shopping preferences of consumers - whether the preferred to shop online or in the high street stores and what influences their judgement. Consumers who participated in this research were asked questions to determine which of the two-stage shopping method they frequently used and why, being online shopping or high street shopping (Chang et al, 2011). The feedback from the consumers who participated in this research was analysed empirically. Normally, empirical statements according to Sukamolson (2005) are expressed in numerical terms and evaluated empirically. Empirical evaluations in a quantitative research can be defined as a method of research that tries to analyse the extent to which a structured study or policy 'empirically fulfills or does not fulfill a particular standard or norm'.

3.4 Research setting

This research paper study was conducted in the city centre of Suffolk which boasts various high street shops, cafes, restaurants and other social amenities. The setting afforded the researcher the opportunity to have access to diverse people of various age, ethnicity and both genders as it attracts a large number of people daily.

3.5 Study population and sample

A study or research population can be also referred to as a well defined collection of individuals or objects that share similar traits or characteristics (Castillo, 2009). Burns et al (1993) has also defined population for a study as elements including individuals, objects and events that meet the required criteria to be included as part of a study. The study population for this paper included people of different age, culture and gender who were found in the city centre of Suffolk.

For this research, 25 people were used as samples in order to obtain data. These people were randomly selected and handed pre-prepared questionnaires for them to fill. A sample can be said to be a small number or quantity of data, people, products or materials whose features or characteristics closely match or represent the characteristics found in the larger group or population (Business dictionary.com, no date.)

3.6 Sampling criteria

The sampling criteria used to admit participants for this research was based on the following:

Must be at least 18 years old

Male or female of any race

Willing to give an accurate information on their shopping habits

Be of sound mind

Consent to be part of the survey

3.7 Data collection

Data collection instrument

A questionnaire being a list of research or survey questions that is asked participants in order to get the required information was used as a data collection instrument for this research paper. A questionnaire helps the researcher to collect the correct data, be able to compare responses gathered, avoid bias when formulating questions and also make the questions engaging to the participants (Business directory.com, no date).

Data collection procedure

The questionnaire was distributed by the research to the participants personally for them to complete. The data for the research was collected over a two week period and the participants were found in the city centre of Suffolk and were randomly selected to participate once questions were asked and they passed the basic criteria in order to be eligible to be a part of the survey.

3.8 Reliability and validity

Reliability

Reliability in research means the legitimacy of the data collected as a result of the process of selecting the participants for the research and the method used to record and analyse data (Hadley, no date). Also for a research to be reliable the data collected has to be consistent over a period of time and must also accurately represent the entire population and if the same research method is used again, the results will remain the same (Golafshani, 2003). In order to ensure the reliability of the data collected for this research, the researcher approached all the participants in the same polite and friendly manner and explained the purpose of the research and asked if they would like to participate. Participants were informed they should be honest when answering the questionnaires and were assured their contribution was anonymous.

Validity

For a research to claim validity it has to focus on the subject area of the research and the result has to be accurate (Golafshani, 2003). According to Shuttleworth (2008) a valid research has to meet the basic standards for a research an example being in randomly selecting the sample groups and applying care and diligence to the groups. In order to ensure the validity of the research the questions asked by means of the research paper were formulated after information had been gathered from already existing literature. The questionnaire was written in simple English and personally distributed to the participants. Participants were asked to ask questions if they did not understand any aspect of the questionnaire. All those participating in the survey completed the questionnaire with the researcher present.

3.9 Pretesting the questionnaire

A pretest is an advanced or preliminary test conducted using a questionnaire in order to identify flaws before the actual survey starts (Answers.com, no date). The questionnaire sample was given to 5 randomly selected people who met the basic criteria in order to carry out a pretest. The questions were answered and there was no cause for the questionnaire to be amended.

3.10 Ethical considerations

According to Sage publications (2004) the goal of a research is to enhance learning through the medium of research. In the course of a research, information is taken from people who are not part of the educational process, for example consumers. The researcher has to make sure that that participants are provided with the full information they need in order to determine if they will participate in the reach and that consent must be obtained from them. Participants were informed by the research the purpose of the study and assured them the survey posed no threat to them and also it will be in confidence and no names will be used. Consent was obtained from participants and they were urged to honestly attempt all the questions and to seek clarification from the researcher when they did not understand any aspect of the survey.

3.11 Data analysis

The data collected from the survey carried out on 25 people was analysed in order to determine the number of people who prefer to shop online and the number of people who preferred the traditional way of shopping and the reasons they gave for their choices. The questionnaire contained 8 questions which will be discussed below.

Age and Gender

10 men and 15 women were randomly picked for the survey. The men included 4 men between the ages of 18 - 20, 3 men between the ages of 21 - 30 and 3 men aged 30 and above. For the women, 6 were between the ages of 18 - 20, 4 between the ages of 21 - 30and 5 women were 30 and above.

Work status

For the men in the age group bracket of 18 - 20, 2 men were employed while 2 were unemployed. All three men aged between 21 - 30 years were employed while for the men aged 30 and above, 2 men were employed while 1 man was unemployed. Out of 6 women aged between 18 - 20, 4 were employed while 3 were unemployed. 4 women aged 21 - 30 were employed while 2 women of the same age bracket were unemployed. 4 women aged between the ages of 21 - 30 were all in employment. For the women aged 30 and above, 2 were employed while 3 were unemployed.

Preferred mode of shopping

2 men aged 18 - 21 preferred shopping online while the remaining two of the same age bracket preferred traditional high street shopping. All 3 men between the age of 21 - 30 indicated that the preferred online shopping to high street shopping. For the men who were 30 and above, all of them stated that they also preferred to shop online. For the women aged 18 - 20, five of them preferred online shopping while 1 woman indicated she preferred to shop in the high street stores. 3 women aged between 21 - 30 preferred online shopping while 1 woman said she preferred to shop in the local stores. Out of the women who were aged 30 and above, only one woman preferred to shop online while the other 4 women preferred to shop in the local stores.

How often do you shop online?

The graph below represents the number of men and women who indicated the indicated the frequency with they shopped online. 1 woman state that she never shopped online, 7 women always shopped online, 3 women occasionally shopped online, 2 women most times, and 2 more women often shopped online. For the men, none indicated they never shopped online. 5 men always shopped online, 2 occasionally, 2 men often did their shopping online, while 1 man shopped online most times.

Which medium of shopping has a wider range of products?

All of the participants except 1 woman indicated that wider range of products could be found online more than the traditional high street stores.

Reason for shopping online

Most of the participants of the survey indicated that they shopped because of convenience it afforded them, the cheaper price of goods online, the extensive range of products they could find online, and finally because shopping online was time- saving.

Difference in online shopping and high street shopping

Only 7 of the participants answered this question. 4 men stated that the only difference between shopping online and in the high street stores was that they could shop at their own time and in the convenience of their homes. 2 women stated that shopping online was an easier way of buying cheap goods, while 1 woman indicated that shopping online did not have the feel-good factor high street shopping gives her.

3.12 Conclusion

For this research, the researcher used a quantitative approach. 25 questionnaires were distributed to randomly selected people on the streets. Participates were both male and female being at least 18 years of age and willing to be a part of the survey. From the above data analysis, we can see that most of the men and women shop online and those who do not shop online, occasionally still use the internet to do some of their shopping. This chapter has described the research methodology used including the survey population, sample methods, data collection instrument and data analysis in order to make clear that the research is reliable and valid and that ethical consideration was applied. Based on the data collected and analysed, this research paper has shown that online retailing is taking over the traditional way of shopping in local stores. The researcher based on the survey and other literature on the subject agrees that online retailing is leading to the decline of high street stores

3.13 Secondary research findings

Zhou et al (2007) in a study on what influences consumers to either buy online or in the high shops examined different literatures and conducted studies in order to identify the factors that influence consumers to shop online and what gender of consumers tend to drift towards online shopping. According to Alerck et al (2002) women tend to shop more than men as they are the ones in charge of the household and they tend to lean towards the traditional mode of shopping of going to the high street stores. With the new shopping channel the internet provides, the number of men who shop has increased and there is a definite shift of gender pattern (Donthu et al, 1999). According to Li et al (1999) and Susskind et al (2004) it has been found that men now make more purchase online and spend more than women. Swaminathan et al (1999) in a study on what influences men and women to shop in terms of how they perceive shopping, it was found out that men shop online because it is convenient while women shop in high street stores because of the opportunity it offers to interact with others. Further buttressing this point Rodgers et al (2003) stated that shopping online as a form of social activity cannot be compared to the traditional way of shopping in high street stores. Women did not find think that online shopping provides a practical way of shopping neither was it convenient unlike men who view online shopping as a convenient way of shopping. Also influencing the shopping model consumers adopt be it online shopping or high street shopping depends on how men and women view technology and research has shown that both genders have a different view on technology on whether to adopt online shopping as a means and shopping and continue to use the internet for their shopping needs (Venkatesh et al, 2000). Susskind (2004) stated that research found out that women were less inclined to shop online than their male counterparts and Rodgers et al (2003) said that this was a result of women not being emotionally satisfied when they shopped online and this invariably led women to buy fewer goods online. Also research has found out that the goods men and women buy online are different. Men buy hardware, software and electronics while women tend to be focused primarily on food, clothing and beverages. And it should be noted that when the internet emerged as a retail channel, it offered products that were more male oriented (Slyke et al, 2002). Zhou et al (2007) referring to Citrin et al (2003) stated that women need to participate actively when shopping and the inability to inspect and feel the products they buy online results in women shopping in traditional stores than over the internet.

CHAPTER 4

4.0 ANALYSIS, EVALUATION AND DISCUSSION

4.1 THE FUTURE OF HIGH STREET SHOPPING AND ONLINE SHOPPING

High street shops have made a disastrous start in 2013 especially in the United Kingdom and Bignell et all (2013) states the government is getting set to adopt and implement aggressive retail reforms which were called for by Mary Portas, a TV personality. Bignell et al (2013) analyses the number of retail stores that are closing or about to close. For instance, Blockbuster, a movie retail chain, is set to close 129 stores. Jessops the well known camera retailer which has been in operation for 78 years has already gone into administration. Also, HMV, dubbed the United Kingdom's biggest CD and DVD seller with 223 shops nationwide, is almost on the verge of administration, though it is being hoped that a buyer will rescue this media empire from going under. Experts have also predicted that 140 chains are in danger of being shut down and it was announced recently that Hilco, a private enterprise that owns HMV in Canada, is interested and in some of the stores in danger. The government it has been said will entertain the 28 recommendations made in an independent report by Mrs Portas in order to determine how to save the nation's ailing high street stores. Since The Future of the High Street report was commissioned in 2011 as a result of pressure mounted on the government to address the downward spiral of high street shops, two years after, the future of the high street shops look more bleak than it has even done before. One out of nine high street shops are now standing empty as the fierce competition from online retailers' remains strong and consumers being deterred from shopping normally as a result of the poor economic climate. The question on the lips of high street retailers is what happens next? (Bignell et al, 2013). Porter (2013) has said that there should be a new model for high street shops which does not cause competition between high street stores and online retailers, including out-of-town superstores. High street stores could be modelled in a way to offer something different from online retailers. Porter (2013) has also said that 'pedestrianisation' has contributed to the decline of high street stores. For example, elderly people who engage in shopping on a daily basis as a form of activity cannot be bothered to walk through the windy piazza. Also the cost of parking is increasing, making it expensive for families and high tariffs are shutting out the smaller high street stores, who make shopping a pleasant experience for customers. Going further in her argument, Porter (2013) cited an example of big store like Tesco who are trying to take over the high streets in the guise of being partners with chain stores. She has said this will give shoppers more reason not to engage in high street shopping, and will in future ultimately result in shoppers going to high street stores to view items they want to buy online, making high street stores 'glorified showrooms'. She suggested that the council should instead of focusing on low-cost housing and retail, old peoples' homes and community centres should be located at the heart of town, close to amenities like transport and other services. Also, the council should offer cheaper rates to small traders and not the big high street chain stores (Porter, 2013). In order to fix the decline of high street shopping in the short term, Umunna (2013) the shadow business secretary and the Labour MP for Streatham has stated that the government need to act fast. In dealing with the decline for the long term, a proper industrial plan should be put in place in order to promote and introduce various avenues for retailers, and also combine online trading with vibrant high streets centred in the middle of our communities. Umunna (2013) cited examples of big retailers like Argos and John Lewis who combine traditional street shopping with online retailing too. Going further, he stated that post offices and other community centres could act also as pick up points, instead of consumers going to stores alone just to collect goods purchased online. Also, tax and other rates should be evenly spread out and applied to high street stores as well as online retailers.

CHAPTER 5

5.0 CONCLUSION

Before the advent and boom of online shopping, consumers did their research at home before going to high street shops to buy whatever products they needed. According to Emily (2012) ''infact more often than not, once the customer walked in the door, they were ready to buy'. In the modern day of shopping, the trend has changed. Customers now carry out research in stores as well as outside the store and the actual buying of the product takes place anytime and anywhere online. Retailers influence over consumers have been whittled down within their own '"bricks & mortar" environment (Emily, 2012). Unless something is done to save the high streets, shoppers will continue to stream towards online shopping and in no time, high street shops will become a thing of the past. Minton (2013) has stated that extreme capitalism has resulted in the high streets being filled up with boarded -up shops who went out of business as a result of placing a great emphasis on making maximum profit. The disused and empty shops in the high street is an opportunity for a new economic model to be built. Instead of focusing on an economy solely based on finance, characterised by huge debts, a new productive economy focused on the making, care, and exchange of goods and services will bring back business to the high street stores (Minton, 2013). In order to become vibrant once more, the high streets stores need to change and adapt to consumer behaviour, opening up small but profitable markets and "click and collect" shops. In addition to becoming vibrant, high street stores have also to be welcoming places for consumers to visit. For example, a modern high street should be able to provide facilities for childcare and also social facilities like restaurants and coffee shops, and must have the feel of a communal area where people live, interact with others and shop as well (Skelton, 2013). Sennett (2013) a professor of sociology, has stated that the decline the high streets shops are facing can be changed by introducing other services like, care homes, medical clinical clinics, government agencies, art venues, and pop-music to liven the high streets. This will make the high streets more than a place only for shopping.

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