Business Studies Research Paper on Consumer Behavior in Online Shopping

Consumer Behavior in Online Shopping


 The paper will seek to identify the consumer behavior in online shopping among students aged 18 to 25 years on grocery shopping. Most of the students require to shop online due to the effective communication and the costs associated with the products. In online shopping, there is an instant communication with the students in ensuring effective transactions. In addition, the consumers are able to make effective decisions relating to the best prices to purchase a product. This lowers the prices paid for products, as the consumers are able to compare the different companies on the lowest prices. The online consumers seek control over the features of the products to purchase. This includes the quantity, size, color, style, price, and type of sellers to purchase the products using internet. After the development of internet and e-commerce, the online consumers have shifted their actions to selecting the specific products that finds their decisions (Tsai et al. 257). The online consumers have adopted a visual culture that seeks to purchase products that fits the actual needs. The visual culture includes the analysis of the different images posted by the online sellers for the identification of the rights products. Additionally, the online consumers rely on the reviews of other person on the certain products. Most of online grocery receives referrals from existing customers. Therefore, the paper will evaluate the nature of consumer behavior in online shopping with students aged 18 to 25 on grocery shopping.

Aims of the Research Study

Online shopping has been a great concept around the world, more so in countries that have developed infrastructures to apply market activities over the internet. Online shopping takes a large portion of students shopping increasing online grocery sales. 

The research aims to identify the consumer behavior aspects in online grocery shopping among students aged between 18 and 25 years.

Research Objectives

 In order to meet the research aim stated above, the study will have to articulate the research objectives below.

  • To determine the main aspects of consumer behavior in online shopping in the modern society
  •  To evaluate whether the trend of online consumer behaviors affects the different shopping sectors
  • To identity the impact of online shopping on consumer behavior and product choice among the students
  • To investigate on the overall online shopping experience and how the experiences influences the sales of the businesses

Research Questions

The study will answer the following research questions appropriate in understanding the nature of online shopping among students.

  1. What are the factors relevant in promoting consumer behaviors towards online grocery shopping?
  2.  What are the benefits enjoyed by online consumers while engaging in online shopping?
  3.  How can the inherent personal and security concerns relating online shopping be resolved to encourage increased online shopping?
  4. How have changes in consumers’ attitude and behaviors changed towards influencing the preference for online shopping?
  5. What are the existing challenges and limitations in online shopping affecting consumer behaviors?

Research Design

 The study of the research will use a qualitative framework approach to organize its findings and data collected. The qualitative research approach is different from the quantitative research approach. The qualitative approach will involve the researcher’s objectives including the accessibility to the different products in the online grocery stores (Lee, Do-Hyung and Ingoo 190). The data collection approach of the study will related to the recording of information observed from persons and recording of specific consumer behaviors as well as studying the various documents. According to Tsai et al. (257), the researcher will focus on the subjective meanings, symbols, and the description of the specific consumer behaviors. Thus, the researcher will seek to organize the different aspects and meaning in the social world. The research study will follow a transcendent model that follows the interpretive and critical models. The goal of the research is to understand the beliefs of the students and create a portfolio of their actions in relations to online shopping. Based on the research findings, it can be seen that the literature review of the qualitative research is usually non-linear and cyclical. The approach enables the research to repeat and analyze the data collected from the various students gathering new and obtain additional insights (Jiang, Zhilin and Minjoon 211). 

The features of the qualitative research design include the need of the social model for identifying the social world. The qualitative research design will achieve the research objectives by evaluating the patterns of consumer lives, actions, and their opinions on online shopping experience in the society. Depending on the nature of the qualitative research design, the researcher must uphold integrity and appropriate interpretations. According to xx, the research should be honest and participants should be trustful in order to obtain quality evidence. Quality control of the study evidence is appropriate in understanding true reflection of consumer behaviors.

            The research study will use the interviewing approach, as it is the most suitable approach of assessing the student’s perceptions meaning and definition of their online shopping experiences in the online grocery stores (Tsai et al. 257). The interviews can be used to understand the individual and groups concepts on the research issue. The research study will use face-to-face interviews to understand the individual frameworks on online shopping. The research identifies that interviews are the selected in the study due to high response rates from face-to-face interviews.

Research Setting

In understanding the consumer behavior among students between 18 to 25 years, the social aspects would be a suitable research setting. Under the social setting, triangulation is relevant in understanding the different measures of collecting data and information from participants. The triangulation approach follows the multiple perspectives in examining the variable of consumer behavior in the current grocery markets (Luo, Sulin and Han 1140). However, the concepts of reliability and validity contest the use of the social construction approach research settings. Since, the opinions and observations made from the participants implies that there information is subjective to the immediate historical and cultural environments. As a result, the social perspective would be a relevant basis of conducting the research study on consumer behavior in online shopping.

Research Instruments

The research study will use reliable and valid surveys as the research instrument. The surveys will develop appropriate policies for obtaining information and data from the selected students. Depending on the nature of the research, the study will adopt the social surveys that use questionnaires for handling the various research questions. The survey will address the specific research objectives and use the objectives and questions in collecting information from the various participants (Hernández, Julio and José 211). However, some participants will consider using questionnaires relevant for survey translations to obtain accurate and reliable responses. The surveys will also validate the data collected to establish its validity and reliability. Most important, the surveys reduce the uncertainties associated with collecting inaccurate data among the participants. Since, it recognizes the part of population with adequate knowledge on the consumer behavior in online shopping. Thus, the research surveys are the most suitable research instruments to be used in the research study.

Data Processing

Data processing will involve the capturing of the data collected and effective analysis. The data collection process will record the information in tapes. The taped interviews would be transcribed verbally and saved through electronic means. In addition, detailed field notes from the participants should be well recorded. The transcriptions and notes from the notes would recorded in the Microsoft excel to allow for effective data recording and analysis. The data collected was edited and cleaned through crosschecking the duplicated data and records as well as confirming the choice of the transcription files and records with information entered in the computer databases (Chang, Hsin and Hsin-Wei 338). After data cleaning, the researcher will engage in appropriate data analysis aligned with the research objectives and questions. First, the research will evaluate the data in the public domain. Second, the analysis of data obtained from other persons and lastly, the analyzed gathered from their own. The data and information from the public domain involves information and data gathered from the Internet, televisions, and news broadcasts. Thus, the researcher should have a deep knowledge of the current trends of online shopping and other related shopping aspects.

 However, the researcher cannot be able to cover the research objectives and questions using the public domains. A preliminary of literature reviews helps the researcher to gain information from other persons in order to access the appropriate data and information. It also requires the researchers to follow all ethical and moral reasons that could affect the performance of the research objectives. The different qualitative data analysis includes social anthropology and collaborative social research. The researcher will also performing three main analysis activities including data reduction, data display and verification process.


One of the limitations of research study is the difficulty of establishing reliable and valid qualitative research studies. Considering the nature of the qualitative research, it is challenging to ensure that the evidence obtained from the students is realizable and valid. In order to enhance credibility and reliability, the researcher should ensure trustworthiness and the application of the relevant research findings. Second, the size and the nature of the samples also create another limitation. The participants were not students aged 18 to 25 years suing the snowball techniques to select the participants. Thus, the study has the shortcoming of selecting some participants leaving the entire populations. The research aimed at evaluating the consumer behavior   among all populations between 18 to 25 years using in-depth interviews (Darley, William and Denise 136). Thus, it was unable to guarantee full participation of all students in the society. It also has a limited scope to the online shoppers. However, the opinions and ideas of people who do not shop online affect the consumer behaviors in online shopping. Thus, the research should focus on understanding and explaining how non-online shoppers influence online purchases as the associated usage behaviors. In future research, I would recommend for engaging both online shoppers and people who do not shop online in a social engagement for effective understanding of the consumer behaviors. This identifies the various limitations affecting the successful performance of the research on consumer behavior in online shopping.

Works Cited

Chang, Hsin Hsin, and Hsin-Wei Wang. “The moderating effect of customer perceived value on online shopping behaviour.” Online Information Review 35.3 (2011): 333-359.

Darley, William K., Charles Blankson, and Denise J. Luethge. “Toward an integrated framework for online consumer behavior and decision making process: A review.” Psychology & marketing 27.2 (2010): 94-116.

Hernández, Blanca, Julio Jiménez, and M. José Martín. “Age, gender and income: do they really moderate online shopping behaviour?” Online Information Review 35.1 (2011): 113-133.

Jiang, Ling Alice, Zhilin Yang, and Minjoon Jun. “Measuring consumer perceptions of online shopping convenience.” Journal of Service Management 24.2 (2013): 191-214.

Lee, Jumin, Do-Hyung Park, and Ingoo Han. “The different effects of online consumer reviews on consumers’ purchase intentions depending on trust in online shopping malls: an advertising perspective.” Internet research 21.2 (2011): 187-206.

Luo, Jifeng, Sulin Ba, and Han Zhang. “The Effectiveness of Online Shopping Characteristics and Well-Designed Websites on Satisfaction.” MIS Quarterly 36.4 (2012): 1131-1144.

Tsai, Janice Y., et al. “The effect of online privacy information on purchasing behavior: An experimental study.” Information Systems Research 22.2 (2011): 254-268.