Marketing Decision and Customers Behavior in Online Marketing and Buying Decisions - Research Paper Example

RESEARCH PROJECT FACTORS INFLUENCING ONLINE CUSTOMER DECISIONS AND BEHAVIOR BY A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF THE… (Kindly fill this) UNIVERSITY May 2014 DECLARATION This Research Proposal is my original work and has never been presented for the award of any degree in any University. Signature___________________________ Date________________________________ (Insert your names here) (Insert course code and name here) This Research Proposal has been submitted for examination with my approval as the University Supervisor. Signature_____________________________ Date _____________________________ Mr/Mrs/Miss… Lecturer, Department Economics and Statistics University LIST OF TABLES Table 4.2 Age of Respondent…………………………………………………………………..13 Table 4.3 Marital status………………………………………………………………………..16 Table4.4 Level of education of the respondent………………………………………………..17 Table 4.5: Professions of respondent………………………………………………………….19 Table4.6: Level of income of consumers ……………………………………………………..20 Table 4.7 Type of commodity and display of website influence your decision……………….22 Table 4.8: Portable product sales more online…………………………………………………23 Table 4.9 Non-perishable goods sales more than perishable goods…………………………..24 Table 4.10: Internet usage among consumer…………………………………………………..26 Table 4.11: Rate of internet usage among consumers…………………………………………27 Table 4.12: what are some of the factors that could influence you to shop online…………..28 List of Figures Figure 4.1 Gender of respondent…………………………………………………………15 Figure 4.2 Level of income of consumers…………………………………………………22 ABSTRACT With the continuous expansion of the internet use, transactions, penetrations of business, and use of social media, it goes without say that marketers should take a keen interest in studying the ever-changing consumer behavior including the media advertisement changes like use of twitter, what sup, Facebook and many other areas. The paper intends to investigate factors that influence online purchasing decisions of consumers. The researcher uses descriptive survey research methods and analyzed findings using SPSS. From the findings, responsive rate was high with turnout of 93.3% of the total sample size. Most consumers who are shopping online are aged between 30 years and below taking a total percentage of around 70% of the total online customers. Men are shopping online more than women since from the finding, women were 36.67%, and men were 56.67%. The researcher further found that single individuals are the most common customers online taking 46.7% of the total online shoppers. Individuals with higher level of education tend to shop more online compared with consumers with level of education level, people with diploma and Bachelor degree level of education takes over 56% of the total online shoppers while the rest share the remaining percentage. The findings will be useful for both sales and marketing officers and scholars in the field of marketing as part and parcel of literature and decision making tool. TABLE OF CONTENTS DECLARATION ii LIST OF TABLES iii ABSTRACT v TABLE OF CONTENTS vi CHAPTER ONE 1 INTRODUCTION 1 1.0 Background of the study 1 CHAPTER TWO 2 OBJECTIVES OF THE STUDY 2 2.1 General objectives 2 2.2 Specific objectives 2 2.3 Research questions 3 RESEARCH METHODOLOGY 4 3.1 Research Design 4 3.3 Study Locale 5 3.4 Target Population 5 3.5 Sampling and Sampling Procedures 5 3.6 Research Instruments 6 3.6.1 The Questionnaires 6 3.6.2 Interview Schedule 6 3.7 Pilot Testing 7 3.7.1 Reliability 7 3.7.2 Content Validity 8 3.8 Data Collection 8 3.9 Data Analysis 9 CHAPTER FOUR 10 FINDINGS AND RESULT 10 4.1 Response Rate 10 4.2 Demographic characteristics of the respondent 11 4.3 Age of the respondent 11 4.4 Gender of the respondent 12 4.5 Marital Status of the respondent 12 4.6 Education status of the respondent 14 4.7 Consumer’s profession 14 4.8 Level of income of the respondent 15 4.9 Factors attracting consumers to buy online 17 4.9 Internet Usage among Consumers 20 CHAPTER FIVE 23 SUMMARY DISCUSSION AND CONCLUSION 23 5.1 Summary 23 5.2 Discussion 24 5.3 Conclusion 26 References 27 APPENDICES I 28 PERMISSION LETTER 28 APPENDIX II: RESEARCH QUESTIONNAIRE 29 SURVEY QUESTIONNAIRE 29 CHAPTER ONE INTRODUCTION 1.0 Background of the study In contemporary marketing literature, consumer behaviors have been widely discussed; investment made in the product design, product packaging, quality distinction, sales promotion, advertisement strategist are some of the factors that woos customers to make buying decisions concerning a particular company product (Severt, 2002). Kotler (2001) states that the works of companies are more complicated with the complicated consumer needs vary from one consumer to another making it hard for the companies to determine and identify their needs and wants. Consumers do make decisions based on various priorities, which include among other things personal beliefs, peer group influences, economic status, cultural affinity, social status, and other environmental factors (Severt, 2002). Firms are, therefore, expected to effectively and sufficiently demonstrate how distinct the service and product they offer is unique and meets consumer needs (Severt, 2002). Kotler (2001) defines consumer behavior as an aspect of human behavior, which is a total process where an individual or group of people interacts with the environments. When individuals are reacting and acting in a particular way like laughing, sadness or happiness, which is how people respond to their environment hence defining their behavior. In a world of globalization and internet space era, most companies are digitalizing their operations with most of their activities taking place online (Porter, 2001). Marketing department also is not left behind in this era hence understanding the mechanism of virtual shopping, online consumer behavior has become very vital, and priority for most of the companies and marketing scholars in general as virtual shopping is quickly taking place (Porter, 2001). With the continuous expansion of the internet use, transactions, penetrations of business, use of social media (Kotler, 2001). Therefore, it goes without say that marketers should take a keen interest in studying the ever-changing consumer behavior including the media advertisement changes like use of twitter, what sup, Facebook and many other areas (Porter, 2001). Therefore, in this report the main research problem is to point out the relationship between specific marketing decision and customer behavior that will elucidate by the survey and interview (Porter, 2001). In addition, this research problem aims to use the way of marketing research methods to the analysis and illustrate the relationship between the customer behavior and specific marketing decision (Kotler, 2001) CHAPTER TWO OBJECTIVES OF THE STUDY 2.1 General objectives The main objective of this study is to establish the relationship between specific marketing decision and customers’ behavior in online marketing and buying decisions. 2.2 Specific objectives The study was also guided by the following specific objectives i. To establish kinds of customers who like to use internet and shopping online ii. To find out types of product that is popular in online shopping iii. To find out how the new product/services influence customers shopping behaviour? iv. To establish the purpose for using internet v. To find out if shopping environment influence customer shopping behavior 2.3 Research questions In order to achieve the above objectives, the researcher used the following questions; i. What kinds of customers would like to use internet and shopping online? ii. What types of product is popular in online shopping iii. How the new product/services influence are customers shopping behavior? iv. What is the purpose for using the internet? v. What is the shopping environment influence customer shopping behavior? CHAPTER THREE RESEARCH METHODOLOGY 3.1 Research Design Research design is defined as a plan, structure and strategy of investigation conceived to obtain answers to research questions and control variance (Dawson and Catherine, 2002). According to Dawson and Catherine (2002), research design refers to all the procedures selected by a researcher for studying a particular set of questions or hypotheses. It summarizes it as a programme to guide the researcher in collecting, analyzing and interpreting observed facts. For this study, descriptive research survey method was used. Descriptive survey is a method of collecting information by interviewing and administering a questionnaire to a sample of individuals (Gravetter and Forzano, 2010). Dawson and Catherine (2002), states that descriptive studies are not only restricted to facts finding, but might often results in the formulation of important principles of knowledge and solution to significant problems. This design was therefore, adopted for this study as it enabled the researcher in obtaining a cross-referencing data and some independent confirmation of data, as well as arrange of options. The researcher with the help of research assistance conducted interview to various. Classes of consumers, who were randomly picked, and along the way and in the street, they were given questionnaires to fill after which. Survey and group discussion was also used with the help of research schedules. The response were recorded and analyzed 3.3 Study Locale The study was carried out in a university, streets and major restaurants within Australia so that the primary data could be obtained. 3.4 Target Population Dawson and Catherine (2002) define target population as a group or category which has one or more characteristics in common and has been selected as a focus of the study. It is an entire group of persons and elements that have at least one thing in common (Saunders and Thornhill, 2007). The study was specifically targeting frequent online shoppers, and this is where it will limit itself. 3.5 Sampling and Sampling Procedures Dawson and Catherine (2002), defines sampling as the process of selecting a sub-set of cases in order to draw conclusions about the entire set. Sample size depends on factors such as the number of variables in the study, the type of research design, the method of data analysis and the size of the accessible population. Gay in Saunders and Thornhill (2007) suggest that for correlation research, 30 cases or more are required; for descriptive studies, ten percent of the accessible population is enough and for experimental studies, at least 30 cases are required per group. A sample size is a smaller part of the population, which is carefully selected to represent all the main traits of the accessible population ((Saunders and Thornhill, 2007). According to Gay in Saunders and Thornhill (2007), 10% to 30% is adequate for analysis and reporting. In this study, the researcher decided to use average of 10% - 30% which; = {(10+30)/2} = 20% = 60 people 3.6 Research Instruments The data will be collected using questionnaires and interview schedules designed with line to research question and objectives 3.6.1 The Questionnaires According to Nkapa (199), a questionnaire is a carefully designed instrument for collecting data in accordance with the specification of the research questions. The questionnaires are preferred due to their suitability for this type of study. Dawson and Catherine (2002) observed that questionnaires are commonly used to obtain important information about the population. Each item in the questionnaire is developed to address a specific objective, research question or Project of the study. The questionnaire to be used will consist of both closed and open-ended questions. The closed-ended questions will provide data that is easy to compute and analyze, while the open-ended questions permit a greater depth of response, thus adding quality to the data collected. For this study, there will be one types of questionnaires used. 3.6.2 Interview Schedule According to Dawson and Catherine (2002), an interview schedule is a devise consisting of a set of questions that are asked and filled by an interviewer in the face to face situation with the interviewee. As also observed by Dawson and Catherine (2002), the interview schedule makes it possible to obtain data required to meet specific objectives of the study. This instrument will be designed to address the issues that form the basis of this study, for seeking information concerning the views consumers that influences their behavior. The interview schedule will have both semi-structured items. This will enhanced clarification, analysis of data and revealed deep and truthful views of the interviewees concerning the factors affecting consumer behavior. 3.7 Pilot Testing The research instruments in this study will be carefully constructed to ensure their reliability and validity in the attainment of the objectives of the study. They will be thoroughly checked by the supervisors to ascertain their accuracy. They will be piloted in the nearby Cities after which they will be adjusted. The piloting will help to modify and remove any ambiguous items on the instrument. The data to be collected during the piloting will be analyzed, and the results used for appropriate amendment of the instruments. The main objective of pilot testing is to ascertain the accuracy and validity of the instruments before they are used in the actual study (Dawson and Catherine, 2002), 3.7.1 Reliability Reliability is a measure of the degree to which a research instrument yields consistent results or data after a repeated administration (Mugenda and Mugenda, 2003). According to Borg and Gall (1986), reliability is the level of internal consistency or stability of measuring device overtime. A measuring instrument is only reliable if it provides consistent results. In a research study, reliability coefficient can be computed to indicate how reliable data is. A coefficient of 0.70 or more implies that there is a high degree of reliability of data (Mugenda and Mugenda, 2003) In this study, split half reliability measure will be used in which the instruments will be divided into two equal parts on the basis of even and odd appearances. The two parts will be, therefore, administered for the pretest samples, and the result obtained compared using Spearman Product Moment Coefficient of Correlation (r). This will be subjected to Spearman- Brown Prophency formula in which an alpha value of 0.81 should be obtained to indicating that the research instrument is highly reliable. 3.7.2 Content Validity Borg and Gall (1989) defines validity as the degree to which a test measures what it purports to measure. As Saunders and Thornhill (2007), put it; validity is the accuracy and meaningfulness of inferences, which are based on the research results. In short, validity is the degree to which results obtained from the analysis of the data actually represents the phenomenon under study. The researcher will be administered pre-testing of instruments to ensure that respondents are able to understand the questions correctly. The researcher will use peer review for fair judgments. Lastly, to ascertain the validity (e.g. content validity) of the instruments, the researcher will constantly be in touch with the supervisor in charge for advice and guidance. 3.8 Data Collection Before proceeding with data collection, permission will be sought from the National Council of Science and Technology offices and from the relevant offices to allow the researcher to conduct the research. The researcher and his assistants then will deliver the questionnaire to the relevant respondents. The researcher then will arrange for the collection of completed (filled questionnaires) from the respondents at agreed time and venue. The researcher then will check the returned filled questionnaire to check on any error before proceeding to data analysis. 3.9 Data Analysis Saunders and Thornhill (2007), defines data analysis as a process of systematically searching and arranging interview transcript, field notes, data and other materials obtained from the field with the aim of increasing your understanding of them and enabling you to present them to others. Mugenda (1999) summarizes it as the process of bringing order, structure and meaning to the mass of information collected. After the fieldwork before analysis, all the questionnaires will be adequately checked for data verification. The data will be tabulated and classified accordingly in line with the objectives of the study (Dawson and Catherine, 2002).The coded, tabulated and classified data will be subjected to both quantitative and qualitative analysis. Quantitative data analysis is helpful in data evaluation because it provides quantifiable and easy to understand the result. Quantitative data can be analyzed in a variety of different ways that can help the researcher to meet his set objectives with much ease (Gravetter and Forzano, 2010). Qualitative data analysis, on the other hand will help the researcher to gain in-depth understanding of the research findings. Quantitative data will be analyzed through descriptive statistics in the form of frequencies tallies and percentages. The statistics will be generated using statistical package for social sciences (SPSS) and data obtained will be communicated through pie charts, tables and bar graphs. Qualitative data will be analyzed by organizing them in accordance with the research questions and objectives. After the whole analysis had been done, conclusions and recommendations will be then made. CHAPTER FOUR FINDINGS AND RESULT 4.1 Response Rate The researcher interviewed the respondent in order to know more about the research topic and out of sixty respondents; the respondent rate was as shown in the table below; Table 4.1: Respond rate Total sample size Respondent Percentage 60 56 93.3% From table 4.1, out of a sample size of 60, 56(93.3%) of the respondent answered the question. Gravetter and Forzano (2010) states that a respondent rate of 60% is good, 70% is better and above 75% is excellent. Therefore, the respondent rate in this study is perfect and excellent since it is 93.3% 4.2 Demographic characteristics of the respondent The researcher considered some personal information that was of importance to the study. They included age, gender, marital status and level of education of the respondents who were using online shopping methods. 4.3 Age of the respondent The researcher sought to investigate the age of the consumers who uses online shopping and the result was represented in the table 4.2 below Table 4.2 Age of Respondent Age Bracket Frequency Percent 10-15 years 8 13.3% 16-20 year 9 15.0% 21-25 years 7 11.7% 26--30 years 21 35.0% 31-35 years 4 6.7% 36-40 years 3 5.0% 41years 4 6.7% Total 56 93.3% Missing System 4 6.75% Total 60 100.0% From table 4.2 above, consumers aged between 10-15 years takes 8(13.3%), 16-20 years of age takes 9(15.0%), 21-25 years of age were 7(11.7%), 26-30 years of age were 21(35.0%), 31-35 years of age were 4 (6.7%), 36-40 years of age were 3 (5.0%) while the age bracket of 41 years and above were 4(6.7%). From the result, it is clear that most online shopping consumers are youths aged below 35 years. 4.4 Gender of the respondent The researcher also sought to know the gender of the consumers who are shopping online and the result were recorded in the figure 4.1 below. Figure 4.1 Gender of respondent From figure 4.1 above, 56.67% of respondent were male while female were 36.67% indicating that men are shopping more online compared to women. 4.5 Marital Status of the respondent The researcher sought to know the marital status of the respondent and the result were captured in the table 4.3 below. Table 4.3 Marital status Marital status Frequency Percent Divorce 11 18.3 % Single 28 46.7 % Married 17 28.3 % Total 56 93.3 % Total 60 100.0 % From the table 4.3 above, divorced consumers were 11 (18.3%). Singles were 28 (46.7%) while the married individuals were 17 (28.3%). The result shows that most online shoppers are singles individuals supporting the earlier findings that most of the online shoppers are young people. 4.6 Education status of the respondent The researcher sought to know the education characteristics of the respondent, the result were recorded in table 4.4 below Table4.4 Level of education of the respondent Frequency Percent Lower grade 4 6.7 % High level 14 23.3 % Diploma 17 28.3 % Bachelor 17 28.3 % Master and above 4 6.7 % Total 56 93.3 % Total 60 100.0 % From table 4.4, consumers from lower level of education were 4 (6.7%), High school level were 14 (23.3%), Diploma level were 17 (28.3%), Bachelor level were 17 (28.3%), and masters and above were 4(6.7%). The findings show that most consumers who shop online are having more education ranging from high school level and above. 4.7 Consumer’s profession The researcher sought to know the professional background of the various online consumers. The results were recorded in the table 4.5 below. Table 4.5: Professions of respondent Frequency Percent Marketers 7 11.7 % Teacher 8 13.3 % IT officer 15 25.0 % Accountant 11 18.3 % Doctors 4 6.7 % Media specialist 11 18.3 % Total 56 93.3 % Missing System 4 6.7 % Total 60 100.0 % From table 4.5 above, 7 (11.7%) of the people interviewed were marketers, 8 (13.3%) were teachers, 15(25%) were IT officers, 4 (6.7%) were doctors, 11(18.3%) were accountants and 11(18.3%) media specialist. From the above result, most are involves in the IT and media specialist and marketers. 4.8 Level of income of the respondent The researcher sought to know the level of income of the various responded and the results were recorded in the table 4.6 below Table4.6: Level of income of consumers Frequency Percent Below 5000 4 6.7 % $5001-10000 7 11.7 % $ 10001-15000 13 21.7 % $15001 -20000 22 36.7 $20,001 and above 10 16.7 Total 56 93.3 % System 4 6.7 % Total 60 100.0 % From the result in table 4.6, consumers with income $ 5000 and below were 4(6.7%), $5001-10,000 were 7(11.7%), $ 10,000 -15,000 were 13 (21.7%), 15,000-20,000 were 22 (35.7%) while 20001 and above were 10 (16.7%). From the result, most people who are doing online shopping are middle-income people. The same result is presented in the figure 4.2 below Figure 4.2 Level of income of consumers 4.9 Factors attracting consumers to buy online The researcher sought to know some of the factors that influence consumers to buy goods online. The researcher asked whether the type of commodity and the brand of commodity influences their decision making process. The findings are shown in the table below Table 4.7 Type of commodity and display of website influence your decision Frequency Percent Agreed 29 48.3% Note sure 24 40.0% Disagreed 3 5.0% Total 56 93.3% System 4 6.7% Total 60 100.0 From the table 4.7 above, 29 (48.3%) of the respondent agreed that type of commodity influences their decision to use online shopping, 24(40.0%) of the respondent were not sure whether the type of product and design influences their decision while only 3 (5%) disagreed with the statement. The researcher also sought to know whether easily portable product sales than the ones which are not easily portable. The result were recorded in table 4.8 below Table 4.8: Portable product sales more online Frequency Percent Agreed 35 58.3 % Note sure 16 26.7 % Disagreed 5 8.3 % Total 56 93.3 % System 4 6.7 % Total 60 100.0 % From the table 4.8, 35(58.3%) of the respondent agreed with the statement that portable products are selling more online than goods that are not easily portable, 16 (26.7%) while 5(8.3%). The researcher further sought to investigates some of the most goods, which are selling online. The results were recorded in table 4.9 below Table 4.9 Non-perishable goods sales more than perishable goods Frequency Percent Agreed 42 70.0 % Note sure 7 11.7 % Disagreed 7 11.7 % Total 56 93.3 % System 4 6.7 % Total 60 100.0 % From the table 4.9 above, 42 (70.0%) of the respondent agreed with the statement, 7(11.7%) were not sure, while 7(11.7%) disagreed with the statement. Graphically the results are presented as follows 4.9 Internet Usage among Consumers The researcher sought to investigate the internet usage among consumers and factors that influences their decisions. The findings are recorded in the table below, Table 4.10: Internet usage among consumer Frequency Percent Product purchase 21 35.0 % Social communication 26 43.3 % Looking for job 9 15.0 % Total 56 93.3 % System 4 6.7 % Total 60 100.0 % From the findings, 21(35%) of the respondent uses inter for purchasing goods and services, 26(43.3%) of the respondent uses internet for social communication including Facebook, twitter and other social services, 9(15.0%) of respondent uses internet to search for jobs and other various uses. The researcher also sought to know the rate at which the consumer’s uses the internet and the result were recorded in table 4.11 below Table 4.11: Rate of internet usage among consumers Frequency Percent Twice a week 21 35.0 % Daily 26 43.3 % Once a month 9 15.0 % Total 56 93.3 % System 4 6.7 % Total 60 100.0 % From the table4.11, 21(35%) of the respondent uses internet at least twice a week, 26(43.3%) of the respondent uses internet daily while 9(15.0%) of the respondent uses internet at least once a month. From the findings, there are usages of internet among consumers. Researcher sought to know some of the possible factors that could influence the consumer to buy goods online and the result are recorded in the table 4.12 below Table 4.12: what are some of the factors that could influence you to shop online? Frequency Percent Increase in income 3 5.0 % Tight working condition 16 26.7 % Availability of product information 37 61.7 % Total 56 93.3 % System 4 6.7 % Total 60 100.0 % From the table 4.12 above, 3 (5%) of the respondent agreed that they will shop online in case their income increases, 16(26.7%) of respondent states that in case they have tight working condition then they will shop online, 37 (61.7%) of respondent admit that they will purchase goods online if they have enough information about the product. Hence, we can conclude that availability of product online will influence the customer decision to purchase it online. The same result can be capture on a pie chart as shown in the figure 4.4 below Figure 4.4 Factors influencing consumer to buy online CHAPTER FIVE SUMMARY DISCUSSION AND CONCLUSION 5.1 Summary From the findings, responsive rate was high with the turnout of 93.3% of the total sample size. Most consumers who are shopping online are aged between 30 years and below taking a total percentage of around 70% of the total online customers. Men are shopping online more than women since from the finding women were 36.67%, and men were 56.67%. The researcher further found that single individuals are the most common customers online taking 46.7% of the total online shoppers. Individuals with higher level of education tend to shop more online compared with consumers with level of education level, people with diploma and Bachelor degree level of education takes over 56% of the total online shoppers while the rest share the remaining percentage. People with background of information and technology, media people and marketers tend to shop more online compared to other professions while medical practitioners shop less online. Level of income to some extent influences decision level of people who are shopping online with individuals with higher income bracket shopping more taking over 36.7% of the total online shoppers. Nature of the product also influences the decisions of consumers to purchase online. Product that are easily portable and non-perishable goods sales most online trade more online compared with other types of commodity. From the findings, 21(35%) of the respondent uses internet to purchase goods and services, 26(43.3%) of the respondent uses internet for social communication including Facebook, twitter and other social services, 9(15.0%) of respondent uses internet to search for jobs and other various uses. The findings also reveals that 3 (5%) of the respondent agreed that they will shop online in case their income increases, 16(26.7%) of respondent states that in case they have tight working condition then they will shop online, 37 (61.7%) of respondent admit that they will purchase goods online if they have enough information about the product. Hence, we can conclude that availability of product online will influence the customer decision to purchase it online. 5.2 Discussion From the findings, consumers who are shopping online have different characteristics. First, most online shoppers are young in aged 30 years and below who are mostly using internet for various purposes. Most online shoppers are young people who uses internet for communication purposes on the social media supporting the findings of Porter (2001), who found that the traditional methods of advertising are declining at a higher rate, most consumers are currently shopping online, and the digital generation are taking lead on this. Singles, media specialist and IT specialist are leading on online shopping proofing the fact that information availability about the product is a very important factor in influencing consumer decision-making process since these professions tend to have a wide knowledge about the products in the market. Education level of people also is a strong factor influencing the consumer decision process and behavior since individuals with high level of education shop more online than individuals with low level of education. Information about product influences decision-making process, from the findings, 56.6% of the individuals interviewed agreed with this statement that availability of the information about a particular product influences their decision making process. In Kotler (2001) behavioral choices model, the inputs in the model includes the communication about a particular available product brand, their prices, qualities availability, services, style, options and images. The findings in this study are similar with the Kotler input models on consumer behavior. The model further states that the medium through which the information reaches the buyer is very important in influencing their decision making process. The media like advertisement through social media has greater influence on internet buyer behavior, the customer acquaintances, the buyer family and his or her personal information and observation about the product. After processing the inputs in the model, the buyer’s responses are manifested in the form of decisions regarding product choices, dealer’s choices, quantities to buy and the frequencies of purchase. This fact explains why most of the online buyers are young people with the information know how about product and internet usage influencing their ability to use internet daily and make their buying decisions. Since we live in the internet age, where technology is the order of the day most organization are employing the use of technology in their operations. Porters (2001) states that “Having an extremely strong existing brand, the power of the Internet, and our ability to use it – these are the key factors to our success. There is virtually no limit to what we can sell be it physical goods or services, and where we can sell it.” This statement supports the findings of this study that people that are more educated are the people who are mostly shopping online. Most online shoppers are visiting internet daily hence can be well acquainted with the products that are being sold online. 5.3 Conclusion In the current age and era of internet usage, it is very important for the organization to incorporate technology in their operations more so when it comes to marketing issues and advertisement. In order to succeed in winning the consumers, companies should be well informed of the online consumer characteristics and demographical organizations since this will help them to design marketing plans that will be in a position to meet the consumer needs and wants. The study of consumer behavior serves managerial decisions makers in the marketing practices of planning their advertising, marketing and other promotional techniques that is able to ensure consumer patronage and retention. The findings of this research will be useful in the following areas for marketers. They form the basis for marketing and planning in goal settings in an organization The findings in line with consumer models are useful tools that will enable marketing officers to commence marketing research on specific issues like age, gender etc. in enhancing and sustenance of the firms objectives and attaining customer satisfaction They will help marketing and sales executives in meeting the consumer needs lastly The findings will be useful in enabling managers to evaluate their product and their targeting market. References Dawson &Catherine. (2002).Practical Research Methods, New Delhi, UBS Publishers ‘Distributors Gravetter , J.,& Forzano. B.(2010). Research Methods for the Behavioral Sciences 4th ed. Cengage Learning, America Jaeki Song, Fatemeh Mariam Zahedi, (2001), Web Design in e-commerce: A theory and empirical analysis, Twenty-Second International Conference on Information Systems Kotler, Philip (2001), Marketing Management-Analysis, Planning, Implementation and Control, 7th Ed., Englewood Cliffs, NJ: Prentice-Hall, Inc. Porter, M.E. (2001), “Strategy and the internet”, Harvard Business Review, Vol. 79 No. 3, Saunders, M., Lewis P. Thornhill, A. (2007). Research Methods for Business Students, 4rth Edition Severt, E. (2002), The customer’s path to loyalty: a partial test of the relationships of prior experience, justice, and customer satisfaction, Doctoral Thesis, Faculty of the Virginia Polytechnic Institute and State University (EEUU). APPENDICES I PERMISSION LETTER Private bag Contact: March 2014 Dear Sir/Madam RE: FACTORS INFLUENCING ONLINE CONSUMER ONLINE BEHAVIOR DECISION I am graduate student at ------ University carrying out a research project for the on factors influencing consumer online buying behavior. I kindly request you to permit me to collect data on the above subject among consumers. The information obtained will be treated with utmost confidentiality and will only be used for purposes of this research study. Please do not disclose your identity in the document Thank you Yours faithfully APPENDIX II: RESEARCH QUESTIONNAIRE SURVEY QUESTIONNAIRE The main aim of this research is to determine the relationship between the customers and specific marketing decision. The information given here will be treated with at most confidentiality and will be used for only intended purpose. Therefore, I humbly request you to assist in filling in this research questionnaire. PART A: PERSONAL DETAILS This sections seeks your personal information, please tick where appropriate What is your gender? Male Female Which age bracket are you? 10-15 [ ] 16-20 [ ] 21-25 [ ] 26-30 [ ] 31-35 [ ] 36 -40 [ ] 41 and above [ ] What is your marital status? Single Married Divorce What is your level of education? Lower grade 1 High school 1 Diploma 1 Bachelor degree 1 Masters and above 1 Part B: Internet usage 1. To be filed by customers who uses internet 11for shopping Do you use internet for shopping Yes [ ] No [ ] if Yes continue to 1 b What is your age bracket? 10-15 [ ] 16-20 [ ] 21-25 [ ] 26-30 [ ] 31-35 [ ] 36 -40 [ ] 41 and above [ ] What is your gender? Male [ ] Female [ ] What is your level of education? Lower grade High school Diploma Bachelor degree Masters and above What is your occupation? Teaching Accountant Marketer Media specialist Doctor IT officer Any other specify What is your income bracket annually? $ 5,000 and blow [ ] 5,001-10,000 [ ] $ 10,001-15,000 [ ] 15,001 and above [ ] If your answer above is No, then, What is your age bracket? 10-15 [ ] 16-20 [ ] 21-25 [ ] 26-30 [ ] 31-35 [ ] 36 -40 [ ] 41 and above [ ] What is your gender? Male [ ] Female [ ] What is your level of education? Lower grade High school Diploma Bachelor degree Masters and above What is your occupation? Teaching Accountant Marketer Media specialist Doctor IT officer Any other specify What is your income bracket annually? $ 5,000 and blow [ ] 5,001-10,000 [ ] $ 10,001-15,000 [ ] 15,001 and above [ ] 2. In your opinion, which of the following products are popular online? Tick one only Phones 1 Vehicles 2 Books 3 Electronics 4 Real Estate 5 Computers 6 Others not specified 7 3. Using a scale of 1-3 where 1,–You agree, 2, Not sure and 3 Disagree. To what extent do you agree with the following statements 1 2 3 Most product sales online due to their good product brand 1Good and nice logo help product sale online Product portability help product sale online Non-perishable product performs better online than 4. How do you use internet? a) Purchasing goods online [ ] b) Social communication [ ] c) Looking for jobs [ ] d) Working [ ]3 5. What are some of th3e factors that could influence you to shop online a) Increase in income [ ] b) Tight working condition [ ] c) Availability of information on the product [ ] d) Any other factor [ ] Read More