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1 Found helpful • 16 Pages • Essays / Projects • Year: Pre-2021 • Previously uploaded under: AMB201 - Marketing and Audience Research
This report examines the online purchasing behaviour of Australian consumers to identify the determinates of online retail shopping. This research took the form of 486 depth interviews from which four interviews were analysed using thematic content analysis. The thematic content analysis found that: • Respondent’s frequency accessed the internet at home on a computer or laptop for security and user friendly interfaces. • Consumers purchased products online for cheaper prices, wider variety and convenience, respondent were hesitant to purchase expensive products due to quality concerns when purchasing online. • Respondent’s suggested Australian retails need to improve on shipping price and time. • Respondents were hesitant to give out financial information online and sought out website reviews when deciding upon reputable websites to shop. • Respondents will continue to shop online, believing it is/will become the socially normal way we purchase in the future. Due to the exploratory nature of the report, generalizable recommendations could not be made. However preliminary recommendation to marketers of online retailers were made
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