Introduction

The growth and overall evolution in the scope of internet has led to the creation of e-marketing as well as shopping opportunities in online platforms for customers across the world. Based on findings in research studies, the critical factors which result in consumer behaviours with respect to online shopping has been investigated (Wagner et al., 2020). In identifying the varied classes pertaining to social status, demographics, age, culture, and income standards pertaining to varied population, highly critical set of factors which influence the online form of purchasing shall be delivered. In effect, primary form of research concerning consumer behaviour focussed on online market could be utilised in an effective manner by concerned e-commerce businesses that operate within online retail domain for the specific market (Wagner et al., 2020). In addition, outcome with respect to research shall be helpful in a significant manner with respect to online marketers for penetrating various target markets in accordance to behaviours pertaining to online purchasing amongst the targeted demographics.

Research Aim

The core objective for undertaking this research shall be in undertaking required analysis focussed over consumer behaviour pertaining to online purchasing. This study aims in undertaking qualitative form of research focussed in consumer behaviour for realising the ways in which consumers shall react during online purchasing. This study will present varied perspectives concerning consumers over online purchasing in the manner of employing varied theories relating to consumer behaviour. In other context, the same shall present the critical factors in that the alliance in choice amongst consumers whilst purchasing required products in various e-commerce mediums. Thus, this research shall aim for developing better frameworks to market specifically in case of e-commerce businesses for influencing customers as well as in attracting them towards relevant products. In aligned to the aims discussed, qualitative form of research method shall be employed for this study and specifically entail undertaking individual interviews for seeking reliable form of outcomes by way of this research.

Research Questions

On the basis of the background, motivations and aims discussed and presented, the primary research question is presented as follows:
1. What are various critical factors which have an influence on purchasing done by consumers in the online stores?

On the basis of the primary question stated above, the various secondary questions which need to be answered as part of undertaking this study include the following:

1.1. Who will be the potential and relevant customers segment from demographic grouping for online purchases?
1.2. What are the perceptions of the consumer segment currently think about online marketing?
1.3. What are the various key future prospects in the context of online marketing?
1.4. What are the various ways by which digital marketing can be utilised for the purposes of influencing the customers in purchasing products in online stores?

Literature Review

In contexts of prevailing scenario in business, shopping styles pertaining to consumers have been changing since transformation in the context of internet. By way of expansion spanning globalisation with electronic mediation having become the integral element amongst the consumers (Maity & Dass, 2014). On account of improvement with respect to technology, the modern-day business organisations as well as retail marketers can be noted to have established significant set of strategies within online platform for convincing maximum number of buyers. Hence, the study focussed on consumer behaviour to assess online shopping shall be highly supportive for marketers in identifying most influential form of factors that result in online mode of product purchasing (Patten & Newhart, 2017).

Over the past ten years or more, shopping in the internet domain have become one amongst the key trends in retail marketing ensuring that consumers shall belonged to higher-class society. The review of relevant factors which result in online shopping shall aid in determining the ways in which consumer attitude shall direct the customers towards purchasing of specific product (Patten & Newhart, 2017). It also has been identified that benefits perceived from online purchasing prompted the consumers for shopping in internet platforms.

Research Methodology

Research Design
In essence, research design represents a blueprint for specific study which aids in presenting the methodology which shall be utilised for undertaking the required analysis. The descriptive form of research design shall be used for undertaking this study. Further, an exploratory method shall be employed for analysing the pertinent problems as well as in addressing research questions by way of a thematic approach (Ghauri et al., 2020).

Data Sampling
It shall be challenging for considering significant levels of population on account of limitations within the context of this study. Thus, random sampling approach shall be utilised for undertaking interviews for this study. A sample size of ten participants shall be suitably chosen for presenting their respective perspectives over online purchasing. In other aspect, the approach of purposive sampling shall be utilised for choosing the required literatures in accordance to criteria developed and aligned to consumer behaviour for conducting comprehensive form of literature review (Ghauri et al., 2020).

Data Collection
Collecting the required data shall represent one amongst the lengthier and difficult processes in the context of research study. With respect to this study, required primary data shall be gathered by way of undertaking interviews individually with each participant for understanding and documenting their current thoughts as well as perceptions with respect to online purchasing. Further, secondary data shall be suitably collected via various secondary sources akin to articles, books, government reports and journals which have been published as either printed formats or else in a digital format in internet. Thus, both forms of methodology for data collection shall be employed as part of this study for undertaking the research (Bhatti et al., 2020).

Data Analysis
The qualitative form of analysing data shall be used as an appropriate method as this study is chiefly exploratory research as well as. In essence, qualitative analysis shall be utilised for gaining adequate levels of understanding with respect to problems, affiliated reasons and basis, motivations as well as opinions. In effect, qualitative analysis shall be employed for answering research questions using thematic approach as well as in drawing suitable findings by way of analysing past literatures. Further, qualitative research shall aid in observing the trends concerning the thoughts, perceptions and opinions of consumers which shall be highly essential to explain findings from this study. Thus, the findings shall be suitably presented using a descriptive approach for making it easier to readers for understanding in a clear manner. In other end, findings as well as outcomes shall be supported using primary data that will be collected using interviews with consumers for increasing reliability on this study.

Conclusion

In summary, purchasing behaviour pertaining to consumers shall be influenced on account of varied factors whilst buying products in the online portals. Certain key set of factors in this context include social media engagement, offer coupons by concerned service renderer or the relevant organisation, reputation concerning the relevant firm, use of the internet media as well as many others. Thus, this research shall focus over the understanding of factors which shall essentially influence purchasing in online mediums as well as recommend effective form of online models to ensure improvements from the standpoint of e-commerce businesses.

References

Bhatti, A., Akram, H., Basit, H. M., Khan, A. U., Raza, S. M., & Naqvi, M. B. (2020). E-commerce trends during COVID-19 Pandemic. International Journal of Future Generation Communication and Networking, 13(2), 1449-1452.

Ghauri, P., Grønhaug, K., & Strange, R. (2020). Research methods in business studies. Cambridge University Press.

Maity, M., & Dass, M. (2014). Consumer decision-making across modern and traditional channels: E-commerce, m-commerce, in-store. Decision Support Systems, 61, 34-46.

Patten, M. L., & Newhart, M. (2017). Understanding research methods: An overview of the essentials. Routledge.

Wagner, G., Schramm-Klein, H., & Steinmann, S. (2020). Online retailing across e-channels and e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce environment. Journal of Business Research, 107, 256-270.