Mother Consumer behaviour and decision making on buying Baby Products Online

By

[Name of Instructor]

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION3

1.1Background of the Study3

1.2Purpose and Significance of the Study4

1.3Aim and Objectives4

1.4Organisation of the Study5

CHAPTER 2: LITERATURE REVIEW6

2.1Consumer Buying Behaviour6

2.2Mother Consumers7

2.3E-commerce8

2.4How E-Commerce Change Behaviours9

2.5Research Questions10

CHAPTER 3: METHODOLOGY12

3. 1Research Design12

3. 2Data Collection12

3. 3Data Collection Instrument12

3. 4Data Analysis13

3. 5Ethical Concern13

3. 6Expected outcome13

Gantt chart14

REFERENCES15

CHAPTER 1: INTRODUCTION

Background of the Study

Baby product based internet businesses and online buying trends are growing at a dramatic rate every year. According to the Commerce Net Nielsen newspaper's research internet survey, online shopping has increased over 50% in 2011, with the number of online shoppers expanding to ten million. The increasing number of online shoppers is because more and more people have recognized that they can buy varied goods and services on the Internet and receive numerous associated benefits such as discounts, door-step delivery convenience , time economy and the like (Khalifa 2010, 780-93). Today countless companies are engaged in selling/purchasing on the Internet and a further 23% intend to start in the next year. However, numerous online vendors still do not have a clear image and comprehension of what their customers look for and the online buying market has become segmented as a result of experimentation. Understanding such questions will help in accelerating the diffusion of online buying in the society (Poon & Jevons, 1997, pp. n.d). Considering the above facts for online shopping or consumers over the internet we are going to focus on a particular product range so as to provide a clear understanding of consumer behaviour for those baby products. Baby products are being purchased on routine basis by the mothers, as they are consumed or utilized very often by the babies. The product range involves a wide range of products from diapers to toys of babies of different ages (not greater than 5 years). However, it can be argued that the majority of online consumers for baby products are mother consumers and analysing the behaviour of mother consumers in buying new born baby products online can help in developing effective strategies for marketing baby products, online.

Purpose and Significance of the Study

The major purpose of the study is to understand consumer behaviour for buying online baby products. Expressly, the relationship between the number of baby products bought through the Internet during one year and chosen unaligned variables will be investigated. The research will be significant as it will help in understanding the e-buyer behaviour, particularly of mother consumers. Moreover, the findings of the study will help in developing effective strategies for marketing new-born baby products online. However, the research will only apply directly to online baby product buying behaviour amongst mother consumers. Thus, it would be ill-advise to generalize the findings of the study beyond the mentioned established study scope and considered population.

Aim and Objectives

The main aim of the study is to understand the consumer behaviour and decision making on online purchase of baby products, particularly by critically analysing the behaviour of mother consumers in buying baby products online for a ...