Research Methodology 3
Findings 9
Limitations of the Study 14
Future Research Direction 15
Conclusion 15
References 17
Research Methodology
This part comprises of details regarding the research methodology, the hypothesis and the source of data for the study. The main objective of this study is to substantiate the theories that exist today as well as to introduce latest concepts that can bring transformation to the basic subjects. The research is based on empirical findings.
Research Design
Research Design refers to a structured case study that helps in conducting the research. Research involves the collection of data, its analysis, and outcome. It aims to combine the importance of the purpose of research with the economy. The study uses descriptive (qualitative research) . The study used various close ended questions to extract primary data from the shoppers. The questions in the questionnaire included multiple choice questions, scaled questions, and polar questions. In multiple choice questions, the respondents are asked to select from one or more list of answers. Scaled questions used in the questionnaire expect the respondents to select from a given range of values. Whereas the polar questions are used to get a response to answers which are expected in the form of a yes or no.
Descriptive Research
Descriptive research is used for conducting researches that involve description of the characteristics of an individual or group. It is used to describe the present situation. The major benefit of this method is that the variables are independent to and cannot be controlled by the researcher. It can only conclude about the actual happenings. It is used to describe something that this type of research is a highly structured in nature and is rigid in its approach, to data collection. The first step involves ensuring collection of relevant data. It uses survey method. Data is collected using questionnaires. The data collected is examined to be complete and reliable. The analysis is undertaken with the help of various statistical tools. The descriptive research has absolutely zero control over variables. The research design is prepared to keep in mind the objectives of the study and availability of resources
Sources of Data
Data refers to information or facts. The two main sources of data for the present study are the primary data and the secondary data.
Primary Data
The primary data refers to original data collected from primary sources for a definite purpose. Since this study includes collecting responses from the shoppers using online fashion stores a structured undisguised questionnaire was used, for the purpose of collection of data.
Secondary Data
Secondary data consists of secondary information i.e. the information which has already been collected by previous researchers. It can be obtained from the reports, textbooks, internet and journals . In this study, secondary data was collected from the study conducted by previous researchers.
Sampling Plan
The sampling plan was used for the purpose of collecting the sample from the given population. Sampling is a crucial part of statistical practice. It is concerned with the selection of individual observations with an intention to fetch some knowledge on a population of concern.
Sampling Technique
Stratified sampling technique was used for the purpose of this study. This technique is a type of probability sampling. In stratified sampling techniques, each item has the fair chance of being selected. While, stratified random sampling method involves segregation of data followed by random selection of items from the population. The population is stratified according to shopping habits. Stratified sampling assists in studying if various aspects of packaging help the shoppers to make a decision to purchase the product in the fashion industry. Stratified sampling is more reliable than any other method.
Population
A population or universe refers to a complete set of items of a population in a particular situation . The population of this study comprises of customers who purchase fashion products from online stores, in the United Kingdom.
Sample
A sample refers to the entire universe or population which is studied and from which conclusions are drawn . The sample of this study comprises women shoppers, aged between 16-34,and making the purchase of fashion products from online stores in the United Kingdom.
Sample size
Determining the sampling size is an important decision. It is the number of sampling units which is selected from the whole population for investigation. A sample size of this study was 106.
Data Collection Procedure
The primary data was collected through questionnaire. It is most commonly used the tool in a survey method. The questions pertaining to the collection of data has been included in the questionnaire. The questionnaire has been prepared with the help of Google survey and has been distributed to respondents through Facebook and physically in the library of Goldsmith University. The respondents will be briefed about the objectives of the study. The questionnaire will be distributed to women living in the United Kingdom having online shopping experience on a random basis. The data was collected for a period of three weeks (from 1st August to 20th August 2016). The response of each respondent will be collected and analyzed .
Construction of the Questionnaire
The questionnaire was prepared with a purpose to understand the impact of packaging on online purchasing behavior in the fashion industry in the United Kingdom. The research questions were carefully considered so that the response to questionnaire satisfies the research questions. Initially, a brainstorming was carried out to extract details on the impact of packaging in online fashion stores. The relevant questions were selected and others were rejected as they were either repetitive or did not serve the purpose of the study. These questions were carefully selected and grouped into 5 sections namely demographic information, packaging safety, sustainability, retail experience and impact of packaging on online purchasing of fashion products. These questions probe deeply to understand respondent's impression of the impact of packaging in the online fashion industry. These questions were selected keeping in mind that they will be able to provide a conclusion to the hypothesis.
Tools used for analysis
Analysis techniques are used to obtain finding and arrange information, in a logical manner, from the raw data collected. After the tabulation of data the tools provide a scientific solution for a complex problem. The tools that will be used are charts and percentage analysis. Charts play an important role in the information presentation and its analysis. Graphs can get used for explaining (presentation) and understanding (analysis). Whereas Percentage Analysis refers to showing the entire population as a percentage using percentage analysis. The number of people preferring to opt for a particular category is shown, as the percentage, in percentage analysis. Percentage analysis helps in interpreting the number of people who responded in a particular manner. .
Validity and Reliability
The reliability depends on the truthfulness in the answers of the respondent that will be selected on a random basis. All attempts will be made to make the respondent understand the questions and then questionnaires will be given to them for answering. Thus validity and reliability can be completely be relied upon.
Theoretical basis of Hypothesis
The scientific inquiry and literature review provides a fair justification for believing that the hypothesis presented are true or false. They show contingent statements which are treated as the object of the study. They have been logically justified by exhibiting them as conclusions of specified arguments. The analysis will determine the truth and falsity of the hypothesis. If the prediction is successful the prediction is justified and vice-versa.
Statement of Hypothesis
The hypothesis of this study is derived broadly on the basis of literature review. Packaging and related aspects impact the purchasing decision of a buyer using online shopping channels. It results in various behavioral outcomes by the customer. The literature reviews gives rise to the following hypothesis:
H1: Delivery and packaging quality have a positive influence on online user satisfaction.
H0: Delivery and packaging quality do not have a positive influence on online user satisfaction.
H2: A satisfying experience of delivery and packaging will encourage people to repeat purchase.
H0: A satisfying experience of delivery and packaging will not encourage people to repeat purchase.
Summary
This section discusses and elaborates the details about methods and methodologies involved in research. It also describes the methods and methodologies used for the purpose of this study. As discussed in this part of paper, the data collection involves the use of the questionnaire which will be analyzed through SPSS. The survey has been distributed to shoppers living in the United Kingdom, having an experience of shopping online. The distribution has been done physically (library) and online (using Facebook). The main target will be millennial between the age group of 16-34 years as this group is the largest purchaser of luxury products online. The questionnaire is created using Google survey and a total number of 106 respondents participated in the survey.
Findings of the Study
The survey was conducted among online shoppers in fashion industry of the United Kingdom. The millennial-aged between 16-34 years were selected for the purpose as they make the largest demographic who purchase luxury items online. A careful analysis of data collected reveals following results-
On being asked if the respondents make an online purchasing due to the safe packaging of products, purchase products online 80% responded that they prefer products with safe packaging while 20% said it doesn't impact their buying behavior. This indicates that the arrival of products in a safe and tamper proof condition is considered as an important aspect by the customer. This is indicated in figure below-
98% of respondents said that they would prefer a brand with the sustainable and eco-friendly material. It indicated that customers are getting increasingly aware of the green aspect of packaging and prefer products with eco-friendly packaging. This is indicated in figure below-
When asked about the packaging being used to learn about the product, 70% of the respondents said that they prefer products which provide information about the brand. This shows that majority of customers read the product information attached to packaging and consider it as a major source of information about the product. This is indicated in figure below-
66% said that they tried new brand due to attractive packaging as they feel it shows the retailer cares about the product and order placed by the customer. It shows that attractive packaging can help in improving sales. This is indicated in figure below-
While being asked if the respondents purchase online due to the positive review on packaging, 20% responded positively. It indicates that online shoppers consider the review as an important aspect of purchasing and also that packaging is a crucial aspect while being delivered through online stores. This is indicated in figure below-
35% of the respondents reported that they have changed the brand due to new packaging. This shows that packaging can influence in retaining customer loyalty. This is indicated in figure below-
71% of the respondents said that they expect high-quality packaging while shopping for premium products. This indicates that customers spending more focus more on the quality of packaging. A cream segment of the market can be influenced by attractive packaging. This is indicated in figure below-
While being questioned about the influence of packaging on word of mouth publicity, the customers spending less than 50$ responded with 24%, $51-100 responded with 34%, $101-200 responded with 39% and above $201 reported 43%. This indicates that happy customers spread positive word of mouth. The customers who are happy with packaging quality are more likely to share their experience with friends and relatives. This is indicated in figure below-
87% respondents said that they are more likely to purchase a safely packaged brand than the others. 82% said that they are more likely to recommend a product with safe packaging to a friend or relative. 88% said that they trust a brand with safer packaging than the others. 77% said that they feel a safe packaging ensures that the product cannot tamper. 65% of the respondents felt that a brand can contribute to environmental sustainability through packaging.
Limitations of the Study
The study suffers from the quality composition of the sample. The limitation on the heterogeneity of the demographic character involves gathering responses from female gender alone, age group between 16-34 and only customers of United Kingdom. It could have impacted the nature of the response. This may not be the real case when diverse demographic is considered. While the study considers millennial using luxury brands, the same may not hold true for regular brands among the common masses of the population. The study did not consider people who shop for their households, where price may be a major determinant. There can also be bias on the part of the response of the respondents. The time and financial limit have put a limitation on the depth of the study.
Future Research Direction
The future researchers can consider a wider range of demographics of the respondents. It can include respondents from broader age group, both the genders, shoppers shopping for a wider range of products (both online and offline). It should also consider people shopping for their households.
Conclusion
Packaging has played a crucial role in the fashion industry by providing it a brand identity, protecting the product through transportation, etc. The retail industry has undergone many changes with the advent of the internet. With more and more customers using online shopping platforms and shopping apps, the importance of packaging has gained momentum. There is increased expectation on the safety of products which is provided through packaging (by ensuring tamperproof products). The scenario of the fashion industry is also getting impacted with the arrival of online shopping stores. The customers are considering packaging as the main aspect while shopping for their fashion needs online. The aspects of packaging like product safety, environment sustainability, details about products (like size, colour, material, etc.), packaging functionality and safer packaging play a crucial role in influencing the behaviour of customers while making a purchasing decision online.
References
Currie, D. (2005). Developing and Applying Study Skills. CIPD.
Downs, F. a. (1986). The relationship between theory and research. Appleton Century Crofts .
LEWIS, J. R. (2003). Qualitative research practice. Sage Publications.
Melissa P. Johnston, P. (2014). Seconday data analysis:a method for which time has come. Qualitative and Quantitative Methods in Libraries .
Ranjit, K. (2005). Retrieved June 15, 2016, from http://www.ihmgwalior.net/pdf/research_methodology.pdf
