Irish Consumer Behaviour and Attitude towards Online Shopping

by

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, [names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

The aim of this study is to highlights the Irish consumer behaviour and attitude towards online shopping. The selected topic for this study is the topic of present era. The dissertation also highlights the consumer shopping behaviour towards online shopping, the major facts that attracts consumer towards online shopping as well as the barriers of online shopping. This study also discussed the available literature about marketing and management. This study highlights the factors of online service customer satisfaction. The selected research design for this study is mix research method. The technique in which the qualitative and quantitative techniques are used collectively for data collection purpose is called mixed research. Mixed research method is the third most important kind of research. The results of the mixed methodology are more reliable because it is more descriptive in nature. The data were analysed using SPSS 16.0. Frequencies were conducted to identify the sample's demographics. Demographics included gender, age, and education, and income. The inferential statistical tests were used in order to test each research hypothesis. A significance level of p <0.05 was used as the guideline for identifying statistically significant results. After analysing the focus group questions it can be said that Irish consumers frequently using online shopping for different purposes. They find online shopping convenient as they can shop from their desktop and save a lot of time. The analysis and result of this study shows a positive attitude and consumer behaviour towards online shopping in Ireland. Irish people usually use online shopping; there is a high trend of online shopping find in age group 25-29 among the selected sample of this study. This research sought to determine the mechanics of certain consumer characteristics, and confirm their impacts on relationship building. Future research can compare consumer response on the model constructs in various shopping environments to see whether e-tailers achieve different/better consumer perceptions in terms of relationship investment, shopping risks, interaction, consumer power, and relationship preferences. Future research can also be used to analyse the detailed components of each model construct to address possibly different effective attributes to enhance consumer market perception and relationship intention in online and offline environments.

Table of Contents

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION10

1.1Background to the ...