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Customer behaviour towards online shopping - Essay Example
Pages 62 (15562 words)
The aim of this study is to investigate customer behaviour towards online shopping with a tight focus on customers’ trust of online shopping as it can be determined by looking at a case study of differentiation between Asda direct and Tesco direct in the UK…
This paper considers general Internet usage in the context of marketing, provide an overview of online shopping, and discuss the profitability of online shopping over the past few years, before looking at Tesco and Asda specifically. Finally, since the factors that affect consumer confidence towards online shopping are diverse, it is important to study some of the factors within e-marketing frame such as product, price, promotion, distribution and customer service. Technological factors and demographics as well as social factors are also important and are considered as the macro environment of marketing. The World Wide Web has dramatically increased the general use of the Internet. In 1993, the World Wide Web was developed to be a commercial tool by the British scientist Tim Berners-Lee. Instead of using the Internet's “World Wide Web“ as a technological tool, the Internet quickly became an effective commercial outlet for vendors and customers. By late 2000, the Internet already had more than 450 million online users thanks to the convenience of the World Wide Web. According to estimates by Nua, there were already more than 30 million hosted websites as reported by the various server organizations by that time (Web update, www.nua.ie/surveys). This proves that the Internet environment is very effective and important for business (www.emarketing.com). E-business success through the Internet is also evidence of increasingly new customers to online shopping for company products and services. ...