Consumer Buying Behaviour - Undergraduates Online Shopping Loyalty - Dissertation Example

The paper "Consumer Buying Behaviour - Undergraduates’ Online Shopping Loyalty" is a brilliant example of a dissertation on marketing. Consumer behavior describes the attitude and perception of individuals towards products and services offered in the market. The Internet promotes online commercial activities. College students form a big part of the active online consumers who use this channel to purchase goods and services. Consumer loyalty is key for a successful online business. From this perspective, the dissertation investigates Coventry University of Technology campus students’ degree of loyalty regarding online shopping. The research will be guided by the Theory of planned behavior and Decomposed Theory of Planned Behaviour, which will establish the factors that influence student online shopping activities. In addition, a set of research questions and hypotheses will be used to obtain the desired study outcomes. The literature review consists of various investigations about online consumer behavior that have been conducted by other researchers. The information obtained from the literature review outlines key findings of the factors that influence online consumer conduct. In the section of research methodology, a qualitative research method where an interview of eight students using a structured questionnaire will be employed to collect information. The statements that will be included in the questionnaire intend to discover the elements that create online loyalty among students of various grades. Data analysis will be conducted to group the emerging themes into categories. Thereafter, a discussion of the findings along with recommendations to promote consumer loyalty will be included in this paper. Data analysis will be conducted using SPSS, and the outcomes will be presented using tables, charts, and graphs.
Consumer behavior comprises various parts that are analyzed in terms of what the individuals are along with personality and self that is described by their traits and attributes. The American Marketing Association defines consumer behavior as the dynamic interaction of conduct, cognition, and affect with the setting where people perform exchange attributes of life (Mooij et al. 2011, p. 21).