Shopping experience of the consumers both online as well as offline
According to Singh and Singh (2014), the act of shopping does not only involve the needs and preference of the consumer, but it is considered to be an experience that I motivate by emotional requirements along with fulfilling needs of technological advancement, retailers are focusing on elastic strategies, technologies as well a s business model that is imposing impact on the shopping habits of the consumers as well as their preferences. Majority of the companies in UAE are developing strategies to provide the consumers with best of both offline as well as online shopping worlds. According to a survey, one of the chief reasons behind the attraction of the consumers in UAE to online shopping is the enhanced shopping experience provided by the same. According to Ahmeda et al. (2015) online shopping provides the consumers with an individual experience that includes interacting through the browsing as well as website tools and managing the shopping cart. On that basis, it has been pointed out that online shopping experience of the consumers is quite similar to that of offline shopping. However, unlike offline shopping, online shopping provides the consumers with a huge pool of products, both local as well as international, to select from. This in turn motivates the same to purchase products. El-Adly and Eid (2015) stated that now a days, popular social media platforms are used for promoting online shopping and as a result of this shopping experience of the consumers have transformed from being an individual experience to a social experience. Considering the fact that more than 72.3 percent of the UAE population possess account in popular social media sites like Facebook and Instagram, which enables them to share their shopped items as well as shopping experiences with their friends and families. Not only that, the quality of the service provided by the online retailers that includes the availability of the range of products, number of paying options as well as timely delivery also influences the shopping experiences of the consumers.
Celik (2016) stated that, in this of online shopping, majority of the consumers who goes for offline shopping is not only for fulfilling their needs but for spending time together with friend an families. Considering the fact that the major locations for offline shopping in UAE includes shopping malls, more than 48.3 percent of the consumers are found to be visitors the place with the intention of hanging out with peers and relatives along with shopping. This is a reason why shopping malls are found to incorporate restaurants, cinemas, coffee shops and other entertainment services. The chief purpose of these services is to enhance the shopping experience of the consumer and making offline shopping more appealing to the same. Ahmad (2014) stated that, when it comes to offline shopping, there prevails several factors that impose direct impact on the experiences of the consumers. Firstly, the availability of a large range of products is highly crucial since it is considered to be one of the chief reasons behind the popularity of the online stores. The second crucial factor includes selecting the facilities and services based on consumer’s preferences, housekeeping and hygiene, system innovation in special events, selection of brands and tenant mix.
According to Almehairi and Bhatti (2014), the preference of shopping, either offline or online depends on several factors. Ageing population is one of them. Considering the fact that aging results in several health issues in human body, it has been observed that in developed nations, majority of the aged consumers prefers online shopping over offline shopping. Online shopping proves the consumers with the opportunity to buy necessary products at a price which is quite similar to that of offline marketing, sitting at the ease of home. However, Mouakket (2015) argued that the scenario is quite different when it come to developing countries like UAE. Due to lower access to the modern technology, a good number of the aged consumers in UAE prefer traditional shopping over online shopping since they feel more comfortable to communicate verbally with the sales executives than selecting products or make decision online all by themselves. However, majority of the young and middle aged consumers in the nation prefers online shopping experiences over offline shopping experiences. Huge availability of products, effective availability of the internet facilities throughout the nation, lucrative offers from the organizations are few of the factor that are responsible for enhancing the online experiences of the consumers to a great extent.
Al Dmour, Alshurideh and Shishan (2014) stated that both offline as well as online shopping experiences in UAE posses a few loopholes that are responsible for decreasing the shopping experience of the consumers. When it comes to online shopping, one of the chief reasons that has been reported by consumers for having bad shopping experience is late delivery from the shopping site. Late delivery impose negative impact o the expectations of the consumers that leads to deterioration of their shopping experiences. Not only that, delivery of broken materials or rotten foods is another reason that give birth to ineffective shopping experience. When it comes to factors that are responsible for imposing negative impact on offline shopping experience, they are inappropriate greeting behaviours of the sales executives, low quality of products and unhygienic sanitary system. These three factors prevent consumers from revisiting offline shopping sites due to previous ineffective shopping experiences.
Khan, Awan and Ho (2014) pointed out that when it comes to fashion industry, one of the chief drawback of online shopping is that the consumers will not be able to feel the texture of the cloths to be purchased or the exact colour of the cloths during order the product. In several cases, unsatisfactory shopping experience has been reported by the consumer where the chief concerns are either undesired colour of the apparel ordered or chief quality of the same. 78 percent of the consumers, who buys apparels only from offline stores, stated that the two above mentioned issues are the chief reasons behind avoiding online purchasing. According to Li and Hong (2013), in spite of the fact that that the name of the fibre used for the making of the dress as well as the colour of it is mentioned online, several time the description provided online do not matches with the delivered item. Thus it can be understood that the online retailers needs to concentrate on proper picturization of the material, quality of the apparel and delivery of the expected item in order to enhance the consumer experience.
As being discussed earlier, the intensity of online shopping in UAE as got enhanced by 23 percent in the last 3 years. The chief reason behind this is the 24*7 availability of the internet. While more than 50 percent of the consumers are found to be assessing internet for online shopping, approximately 80 percent of them are found t be highly satisfied with their online shopping experiences. Along with the availability of the internet, the gradual inclination of the new age consumers of UAE towards technological advancement is another major reason that has impose positive impact on online shopping. The government of UAE has embraced the potential of technology in order to enhance the lives of nation’s citizens. One of the major evidence of the recent the technological advancement in UAE includes Dubai’s Smart City which was first announced in the year 2013.
The second factors that enhances the inclination of the UAE consumers towards online shopping is lack of time. Due to globalization, the work pressure at both the government as well as private originations in UAE has got enhanced to a commendable amount. As a result of this, it becomes difficult for the office goers to manage time for shopping purposes. Considering the fact that more than 47.9 percent of the total population of UAE is within the range of 324-50 years old, this problem is quite evident in the nation. Since, online shopping allow the consumers to browse stores , select product and order the same while performing any kinds of activities without time restrictions, driving to car parking lots, bothering about the weather and time restrictions like the offline stores, online shopping is considered to be more time saving as well as feasible to the UAE working class. When it comes to the students who are between the age range of 16 to 20, it has been found that curiosity of them is the chief driving force for them. Considering the fact that this generation is more active technologically, a good number of teenagers prefers to shop online by comparing product from different online stores and thus obtaining the best offers available. However, according to Hsu et al. (2013), a major drawback faced by the online store when it comes to attracting the teenagers and students in UAE is that students are often afraid of sharing their personal data or credit card details online. Zhanget al. (2014) has founded that one of the chief tools that are being used for online shopping purpose is Smartphone. The chief reason behind this is that Smartphones are highly user-friendly. Not only that, since they are portable, consumers can go though shopping sites at any point of time in order to order products. Besides that Smartphone are also used for pre-purchasing activities like evolution of reviews, looking for discounts as well as finding alternatives of the products.
Another factor that influences the online shopping experiences of the UAE consumers is the price of the products. According to majority of the consumers, products that are available online are much cheaper compared to the products that are available offline provided that the quality of the products is almost same. Considering the fact that that unlike offline stores, online stores do not need to invest on physical resources, the online retailers can invest fully on the quality of the products as well as services. Due to the same reason, online retailers are able to provide the consumers products at a much lower price compared to the offline retailers. Online retailers offer price advantages but that is based on the shipping cost versus travel to retail cost. Due to lower price range, consumers at UAE are getting more inclined towards online shopping. Wei and Lu (2013) argued one of the chief reason of providing cost advantage by the online retailers is due to gain comparative advantage. Considering the fact that one of the major loopholes of online marketing is that consumers cannot test the quality or color of the products during the time of shopping, online retailers attracts consumers by offering the product at a lower price range. Retailers who sell their products at multiple channels are found to be more efficient in lowering the price range of the products while the single channel retailers charges more for similar products.
Al-Debei et al. (2015) stated that considering the fact that a good number of organizations in the fashion industry of UAE posses both online and offline stores, the pricing strategy of different organizations are different. In several stores, the management of the organizations keep the price range of the online products high and invest more on satisfying local consumers by focusing on the quality of the products sold in offline store and for monitoring the performances of the staff. On the contrary, many organizations are there where priority is given to the online stores since it generate more revenue compared to the offline stores. Business model in the retail industry has got changed and online marketing ha become an valuable option for the retailers of the fashion industry in order to enhance the overall revenue of the organization. This change in the mentioned industry is also making the consumers to adapt them. The online shopping facility is chiefly used in two was by the consumers in UAE. While a good numbers of consumers used the online store in order to gather information about the apparel or cosmetics they wants to purchase, evaluates is reviews and obtain a idea of its price before buying it from a offline store, several consumer uses online shopping sites as a purchasing tool and as a interaction platform sending feedback and preferences to retailer.
When it comes to the type of the products, it becomes highly difficult for the retailers to sell the products offline. One of the chief barriers of buying fashion product online is lack of physical interaction. However, according to researchers, technological advancement posses the potential to make it easier for online consumers to buy fashion products online. The revelation of the digital technology has the potential to convey the retail atmosphere to the online platform, technological innovation can translate colour, music, light, shapes, size, dimensions and touch to the online virtual environment which will have a direct effect on the shoppers’ response during the website visit and create an interactive online shopping experience. Thus it can be clearly understood that digital revelation has empowered online shoppers to a great level and have made their shopping behaviour more exploratory.
Another major factor that influences online shopping is the reviews available on the social media platforms like Facebook, Twitter and instagram. Even Youtube is a major factor that influences the same. Products that are reviewed as good quality product are found to be purchased more compared to the products that are reviewed to have poor quality. According to Aboelmaged and Gebba (2013) since consumers are not able to test or feel the products by themselves during online shopping, majority of them are depending on the reviews that are available on the mentioned platforms in order to understand the quality as well as feasibility of the product.
The fact that the consumers of the fashion industry o UAE are getting more and more inclined towards online shopping cannot be avoided. In order to deal with the fact, the management of the offline fashion stores in the nation needs to understand the chief barriers that are preventing their enhancement in revenue. Ahmeda et al. (2015) states that stock capacity of the offline store can be considered as one of their major limitation. Since physical stores are comprised of a limit area, it is not possible for offline retailers to showcase a huge variety of dresses like those of the online stores. As a result of this, majority of consumers finds it feasible for them to select dresses from online store since more options are available for them online. The second sector that acts as a barrier for the offline store is the time of opening and closure. Considering the fact that offline retails needs to maintain a specific time due to their physical existence, they are not available to consumers for 24*7 hours. On the other hand, online organizations provide the consumers with the facility to shop any time they want to. Besides that offline organizations posses several factors to look after, like the behavior of the sales executives. Along with that the number of suppliers is higher in case of offline store compared to that of the online stores. Hence the price range of the apparel offered by the offline retailers includes all charges. As a result of this the offline suppliers are not able to provide the consumers apparels at a price range similar to the online stores. Online retailers need not to worry about such factors. However Guercini and Runfola (2015), argues that offline shopping provides the feeling of authentication to the consumers which is not possible for the online retailers to provide. Offline shopping enable the consumer to feel , taste as well as try the product in order to understand whether it is a perfect math for him or not or whether he or she wants to buy it or not. Especially when it comes to buy cloths online, it becomes highly difficult for them to understand the size, fittings, textures and appropriate color of the cloths with the help of pictures. However, in order to solve this issue, the online retailer provides several facilities like the cash back offer as well as replacement to the consumers in case any kinds of issues related to the above mentioned factors. It has been found that majority of the residents of UAE prefers to buy cloth online in spite of the above mentioned issues. The chief reason behind this is the huge variety of the cloths offered to the consumers as well as the reasonable price of the cloths offered. According to survey, the young generation of UAE makes their purchase based on information and knowledge provided by the sales consultant especially for new product into market. Considering the fact that the 60 percent of the consumers of the fashion industry of UAE is consist of consumers of age ranging between 18 years to 50 years, majority of them prefer online shopping over offline shopping since the for provides them with the necessary information and knowledge about the product they wants to purchase.
It is highly crucial for the offline retailers to understand that store experience is the key for creating value proposition and is the chief pillar to establish an effective shopping experience of the consumers. In spite of the huge market demand of the online stores, the Brick and Morter stores of UAE does posses the potential to compete with the e-commerce giants. For this the latter needs appropriate sales force, marketing products and strategies. According to Cohen, Prayag and Moital (2014), the offline retailers of UAE should take the advantage of the shortcomings faced by the online retailers. Considering the fact that majority of the online retailers have to wait for at least few days before the arrival of the purchases, the offline retailers needs to take the advantage of this. While promoting their products, the offline shoppers can mention that they don’t need to wait for certain product if they consider buying offline. This technique is applicable for the local consumers since it will be convenient for them to wall in the store and buy product instead of waiting several days for a product to arrive. Besides that offline retailers can also use the traditional techniques like campaigns and sponsorship in order to make the local consumers aware of their presence.
The physical appearance of the retail store does also impose impact on the impression of the same on the consumers. It impose direct impact on the consumer experience psychologically as well as behaviorically and reflects on the interior design, store layout, music and in store technology. According to the study of technology there are four elements that posses the capability to affect the experience of the consumers along with the efficiency of the retail store. Firstly, the quality of the products offered to the consumers determines consumer experience to a great extent. It has been found that offline stores that provides good quality products to the consumers posses higher consumer loyalty ad trustworthiness from the sides of the consumers. The second factor that posses the potential to provide efficiency to the offline store so that they can compete with the online giants is assortment. Considering the fact that one of the chief reasons behind the preference of online stores over offline store is the huge variety of products provided by the online retailers, if offline retailers provide wide range of variety, it can be a major threat for the online retailers. Proving thug variety the consumers will satisfy different tastes of consumers and thus will not only enhance the overall revenue of the organizations but will also enhance their competitive advantages over the offline stores. The third aspect based on which the offline stores can compete with the online ones is consumer attention. In UAE, a good number of consumers prefer to visit offline store where they will be able to experience human interaction while shopping. Specially the consumers of age range 45 to 65 years finds it easier to buy products with the help of sales executives who facilitate them during heir buying process by providing them which a huge range of information about the products they wants to buy. Thus the management of the offline organization in UAE should focus on providing effective training to the sales executives so that they can provide efficient guidance to the shoppers and enhance their shopping experience.
According to Carraher (2014), the location of the offline stores is highly crucial since it determines whether it will be convenient for the consumer to visit the products for purchasing purpose. Considering the fact that brick and mortar stores posses a opening and closing time, the location of the stores helps the consumer to determine whether they will consider timing an effort of reaching the store. Hence it is advised hat offline retailers should invest more on establishing their stores on highly communicable locations at metro cities of the nation. Fernandes (2013) stated that the atmosphere off the offline store is a major factor on which the consumer satisfaction of the consumers depends. An inappropriate store location discourages the consumers to revisit the store. On the other hand, stores that possess appropriate music, lighting, colours, and window display and mode type to be more appealing to targeted consumers. Flexibility can be considered as another strong point for offline consumers. Brick and mortar stores that can be flexible with payments can attract customers from online merchants. Hence organizations should try to incorporate more flexible payments like split payments, lay buys or partial payments in order to provide more options to the consumers. This will help the online stores to gain competitive advantage over the online stores and also help them to enhance their consumer loyalty.
Research methodology can be defined as the specific procedure which is used to select, identify, process as well as analyze information about the topic. This section has been incorporate by the researcher in order to allow the same to critically evaluate the overall validity as well as reliability of the study. The major sections of this chapter include research philosophy, research approach, research instruments, sampling, the limitation of the study and ethical considerations while conducting the research.
A research philosophy can be defined as a belief about the method in which data about a certin phenomenon is gathered, analyze as well as used. Each stage of the research process is based on the assumptions about the nature of knowledge provided by the sources. The research philosophy mainly reflects the crucial assumptions o the author and these assumptions serves as a base forth research strategy. There are four chief philosophies within the scope of business studies that includes pragmatism, positivism, realism and interpretivism. The choice of a specific research philosophy depends on the practical implications of the researchers. The research philosophy that has been chosen for this research includes positivism. This research philosophy takes into consideration the perspective of reality from the view point of a group of individual may be drastically different from another group. Positivists believe that reality is stable and can be observed as well as described from the view point of objects. This philosophy involves manipulating the reality by varying a single independent variable in order to identify the regularities in along with forming relationship between some of the constituent elements of the social world. For this research, positivism is the appropriate research philosophy since the mentioned approach considers reality as a single reality that means individuals knows the reality. Hence information needs to come from the consumer ends by either survey or questionnaires, analyze the data generate and finally come up with the solution or reality. Another reason for selecting positivism for this research includes predictions can be made on the basis of the previously observed as well as explained realities along with their relationships. The chief principles of positivism includes there prevails no differences when it comes to the logic of inquiry across sciences. Secondly the research should be aimed to explain as well as predict. Finally, it has also been kept in mind that common sense should not be allowed in order to bias with the findings of the research.
The research approach can be segregated into three types namely, the deductive research approach, the inductive research approach and the abductive research approach. While deductive research approach assesses the validity of the hypothesis, the inductive research approach contributes to the emergence of the new theories as well as generalizations. On the other hand abductive approach of research initiates with surprising facts or puzzles. In order to conduct this research, the inductive research approach has been selected (Guercini and Runfola 2015). The inductive approach initiates with the observations as well as theories that are proposed towards the end of the research study as a result of the observations. The mentioned research approach includes the search for pattern with the help of a series of hypothesis. The research is more inclined towards a objectivist approach. The chief aim of this approach is to generate meanings from the set of data collected in order to indentify the patterns as well as relationships to build a theory.
Data collection plays a highly crucial role in the statistical analysis. During the research process, different methods are used for gathering information. The primary data can be defined as an original data source that is, data which is collected first handed in the form of survey, close ender or open ended interview, field observations and experiments (Cohen, Prayag and Moital 2014). However, this form of data collection is both expensive as well as time consuming. When it comes to secondary data, it is referred to the data that is collected from research papers as well as similar data sources . Common sources for secondary data includes organizational records, previously conducted research papers, census reports and others. In order to conduct this research, both primary as well as secondary data collection has been conducted. In order to collect secondary data, literature review has been conducted. For primary data collection, interviews with store Managers, questioning shoppers at Malls and shopping centre, market observation, surveys and reviewing documents like companies Annual reports has been performed.
Research instrument is referred to collection of data for instance, interviews, survey and observations and then translating the outcomes into a valid data. Research instruments like questionnaires for in-depth as well as close ended interviews of the managers of both offline as well as online retail store have been used (Belgrave and Seide 2018). The purpose of developing the research instrument is to analyze and evaluate the research issue and enable the managers to answer critical questions. In order to understand the perspective of the consumers of the fashion industry of UAE, survey questionnaires have been developed and used as a research instrument.
The data collected by the research has been analyzed with the help of the mixed data analysis method. The mixed data analysis method includes both qualitative and qualitative data analysis. The qualitative data analysis method analyzes non numeric information while the quantitative analysis method involves analyzing situation or event, especially a financial market, by means of complex mathematical and statistical modeling (Lewis 2015). The data analysis method for this research was an case study based inductive approach since the primary data has been driven from the experiences of the participants with the help of interviews as well a focus group.
For qualitative data analysis, the following three steps have been conducted.
Grounded theory can be defined as the systematic methodology associated with social sciences that involve construction of theories through methodological gathering as well as data analysis. Thus grounded theory is defined as the research methodology that operates inductively instead of the hypothetico-deductive approach. A study in which grounded theory is used is likely to be initiated with a question or even just with the collection of qualitative data. As the data collection for the research goes on, related ides, elements and concepts become apparent are often tagged with codes that have been extracted from the data. A more data is reviewed and collected, the codes are grouped into concepts and then into categories.
Researchers use grounded theory in order to represent the integration of a quantitative as well as qualitative perspective in thinking as well as action processes (Cook et al.2015). The primary purpose of designing the theory is to evolve a theory in the context in which the phenomenon under study takes place. In this research, the grounded theory has been used in order to reduce the load of data collected from the primary qualitative data collection process. In the following paragraph, the implementation process of the grounded theory has been discussed.
In order to enhance the understanding of the process by which the grounded theory has been used, in the following paragraph, a demonstration of the usage of the grounded theory has been presented.
If A and B are the two respondent of the research and K, L and M are the key words of the responses that are directly related to the research issue.
|
K |
L |
M |
|
|
A |
2 |
3 |
5 |
|
B |
3 |
4 |
3 |
|
Result |
5 |
7 |
8 |
According to the formulae of the Grounded theory,
K= 2+3= 5
L=3+4=7
M=5+3=8
This chart has been presented in order to demonstrate the data in a graphical form.
According to the findings, the most possible answer of this research issue is M.
Sampling
While conducting a research, the sampling is done in order to conduct the primary research. A sampling is defined as the selection of objects as well as observations which is taken from the population of interest. While conducting the method of sampling, the nature of the population, the financial allowance for the research as well as the time available for conducting the research have been taken under consideration. Non probability sampling can be defined as the sampling technique where the samples are gathered in a process that provides all individuals in the population equal chance of getting selected. For this research, the non probability sampling technique is used. The Sampling population will represent people interest in buying fashion online/offline. The sampling frame will be based on individuals who prefer shopping frequently and are interested in fashion and lifestyle. 60 respondents are selected for conducting the survey. In order to conduct open ended interview, 3 managers of the most popular fashion stores in UAE and 2 managers from the online retail stores have been interviewed.
One of the major limitations of the study is that the research has involved only 60 respondents. If more respondents were involved, the result of the research would have more accuracy. Another limitation of the research is that the research has proved to be highly time consuming. Moreover, since primary research has been conducted, the study ha also been money consuming. The researchers have faced several ethical and financial difficulties while arranging the meeting with the brand managers.
In order to avoid any kinds of legal as well as ethical issues and to conduct a authentic and ethical study, the researcher had examined al the risks associated with the physical, psychological, emotional as well as financial perspective. All the samples are stated about the aim of the research and participant information sheets were provided to each and every participant during the research in order to make them aware of the research and gain their consent for participating. Consent form has also been provided to the participants.
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