E-commerce is changing the High Street Shoppers

1.1 To analyse how e-commerce is changing the high street shoppers

E-Commerce is one of the best and effective tool for the each and every organisation. This technique is used by all retailing industry with aim to maximise customer response as well as save their time and cost also. As per the point of view of Gunday, (2011) it has been concluded that British high streets are viewing falls in sales or revenues and decline because of less attraction of clients. In the street marketplace, there are large number of retailers are running their business operations and activities but due to outgrowth of online shopping, large number of person refuse to buy products and services from that store. From the same, main reason behind closing the shop is that they are not capable in troubled in marketplace. Therefore, such kind of behaviour that became a disadvantage of E-Commerce websites. There are different number of factors that take variations in High street shops. These changes are determined as below:

Growth of technology: Due to development of advanced technology in the business operations and functions company easily increase their sales and revenues in limited time period. Advancement in the technology that highly effects on the high street shoppers because in which customers prefer to home delivery services. In which they save their time as well as cost which support the business to maximise their sales and revenues within predetermined period of time.

Effective Quality: It is another important for the high street shopper to provide quality in their services and products which benefited to the M&S to easily attract large number of clients easily. With the help of E-Commerce technique business entity easily maximise customer base in the organisation further it support them to gain competitive advantages easily.

Time Consumption: According to the Hung, (2011) it has been concluded that e-Commerce is attractive and useful technique for the M&S to save their cost as well as time also. It is highly beneficial for the business to maintain their strong position at marketplace. First choice of the customer's is to get better quality without wasting any time and cost. So in this they mainly prefer to buy products and service by online.

1.2 Analysis of reason behind closure of high street shops, fall of sales and decline in customers visiting

In today's world, E-commerce is more effective and useful tool for the each and every company to easily increase their sales by increasing customer base in the organisation. There are different reasons about closure of high street shop, in this main reason is following e-commerce in their business operations and activities. According to the Rasula, Vuksic and Stemberger, 2012 it has been concluded that fall of sales is dis-advantages for the company thus in order to overcome this, M&S apply digitalisation in their business operation which help them to maximise their profitability and sales within predetermined period of time. Without digitalisation, each and every organisation can not attract large number of customers as well as not maximise their revenue. There are another two reasons for falling of sales, shortage of customers and many other. All these are explained as below:

Lack of Efficiency: As per the point of view of Kallunki, Laitinen and Silvola, 2011 it has been concluded that low efficiency in the business operations, products and services is main and foremost reasons to the high street shops to close-up their company. In order to overcome this, M&S company followed digitalisation by applying E-Commerce technique. It is more useful and effective for the organisation to maximise their productivity and profitability.

Busy routine of people: As per the survey in United Kingdom, Approx half of the generation has busy schedule. In this they need to get products at their own place which is good for the business to use different kind of digitalisation appropriately.

1.3 To analyse change in customer preferences

Changes in the customer preference that highly effects on the business performance and profitability in direct manner. There are mainly two ways which impacts on the decision ability of buyers about purchasing products and services of M&S. These ways are determined as below:

Development in Trend: It is identify one of the main aspects which change the customer preference and choice about purchasing any kind of services and products. According to the López-Nicolás and Meroño-Cerdán, 2011 it has been stated that, e-commerce is one of the effective and valuable tool for the M&S to easily attract large number of audience as well as maximise their sales and profit within preset period of time.

Quality in business products and services: As per the Parast, (2011) it has been concluded that changes in the services and products also influence of the customer preference. For example: M&S change in their products and services which effects the decision making power of clients regarding purchasing any kind of products.

CHAPTER 2: RESEARCH METHODOLOGY

It is another important and useful aspects of research project which is used by the investigator with motive to examine the different types and philosophy of research (Anitha, 2014). This part of the research which is highly based different applications which are essential in oncoming froward to accurate direction via choosing the right methodology.

2.1 Types of investigation

This identified as an important aspect of research project which is the responsibility and duty of investigator in order to evaluate such kind of study. It is classified either quantitative and qualitative type which is essential for the researcher to collect accurate amount of information (Talib, Rahman and Qureshi, 2011). The present research which is mainly related on qualitative research because in which collected information is completely new for the investigator.

2.2 Research design

This section of research is identified as the foremost element which perform as a blue print and core component of the research. Beside this, entire activities related to the research is developed in systematic and well planned way. In this descriptive design is mainly followed by the investigator with motive to finding the information or data of qualitative research in an effective manner.

2.3 Research Approach

There are four alternative approach of research including logical theoretical research, quantitative, experimental research, observation, qualitative research and participatory action research, all these are important and useful for the researcher to gather accurate information and data about the customer view regarding advantages and disadvantages of E-Commerce (Appelbaum, 2013). Apart from this, deductive method of research mostly develop on facts via making different type of theoretical observations. Innovative tools are formed via taking hypothesis assist. On the other side, researcher has followed inductive kind of research method in order to know regarding research appropriately.

2.4 Research philosophy

It is identify as a source, nature and development which evaluate in developing effective skills on particular topic of research. By using such approach, investigator can measure relevant information and data accurately. This part of the research project that classified into two different parts one is positivism and second is interpretavisim. Both types are useful and essential for the investigator to assumable accurate information or data easily.

2.5 Data Analysis

In order to serve quality in products and services of company in an accurate manner it has been placed that both type of research such as qualitative and quantitative are important for the business entity (Baird, Kia Hu and Reeve, 2011). Beside this, qualitative approach is more impressive in nature for the investigator to collect proper amount of the information.

2.6 Method and data collection

Data identify to that tools which support in collecting or gathering necessary data in proper manner. Methods of data collection is divided into two parts which are determined as below:

Primary research: In this, information that can be gathered in direct way. There are different sources or initiatives which assist in collective proper amount of data including interviews, observations, experimental, survey and so on. It is totally based on the nature of research.

Secondary: It is another method of data collection which is also used by the investigator with motive to identify opinion of customers about implementation of E-Commerce in the activities and functions of M&S. In this research need different kind of sources including newspapers, journals, magazines, books, publish and unpublish information etc.

2.7 Data Sampling

It is another method of research which support in collecting accurate information or data from rating to the current study (Bushra, Ahmad and Naveed, 2011). It make better outcomes and results within predetermined period of time. This type of the research that can be classified into two components like probabilistic and non probabilistic. Both are useful but in case of probabilistic research approach, investigator choose specified information in random basis. On the other hand, non probabilistic approach of sampling is identify as effective tool in which ratio of populations can select sampling which is not easy to the researcher it to evaluated.

2.8 Ethical consideration

It can be refers as an critical tasks and activity for a M&S in the area of research. It can be determine as regulations and legislations which are distinguished between correct and wrong aspects in accurate way (Epstein and Buhovac, 2014). Beside this, it will play vital role in supporting the various kind of problems while organising accurate research program.

CHAPTER 3: DATA ANALYSIS AND INTERPRETATION

Theme 1: Benefits of E-commerce

Interpretation: From this graph that has been determined the importance of E-commerce which is essential for the company in different way. In this 50 out of 10 respondents are say it is beneficial for the business to maximise their productivity. 20 respondents are agree it is essential for the organisation to maximise their profitability and rest of 20 respondents are say it is effective tool for the company to to enhancement in employee personality.

Theme 2: Disadvantage of applying Digital Equipments

Interpretation: AS per this graph that determined about applying E-Commerce in the business operations and activities. In this 50 out of 15 respondents are say it create possibilities of accidents, other 15 respondents are say it is complicated process for the operations of company and rest of 20 answering that says such method develop hacking in the activities and functions of organisation.

Theme 3: Betterment in company performance

Interpretation: As per this graph that determined the betterment in the business while applying E-commerce techniques. In this point of view of 40 respondents are positive and rest of the 10 respondents are not agree regarding such concepts.

Theme 4: reasons behind for developing E-Commerce at in M&S

Interpretation: From above mentioned graph that shown the reason of company while using digitalisation in the business activities and operations. Main reason of M&S is applying such tool is to increase their sales which is agreed by 30 respondents out of 50. To attract large number of customers, it is says by 10 respondents and rest of the population are satisfied about such tool is effective for the business to decrease their time period.

Theme 5: Requirement of employees and development training

Interpretation: As per this graph that determined the requirement of training for the employees. Training is highly needed by workforce of the M&S, it is mainly based on the E-Commerce knowledge which is provided by the business manager to them. In this 35 respondents are say yes, training is highly needed and rest of the population are say no it is needed for the employees.

Theme 6: Happy or satisfied with the offering process of an enterprise

Interpretation: This graph is based on the customer satisfaction about the business services and products. In this 30 are say yes that business provide effective services and products to the customers at reasonable price and rest of the population are not agree regarding this concepts.

Theme 7: Product delivery on given time

Interpretation: As per this graph that determined about the services which are given by the company to their customers. In this 35 respondents out of 50 are agree company provide their service on time and rest of the population are doesn't agree regarding such concepts.

Theme 8: High street shops close, sales are falling and visit decline

Interpretation: This graph determined about falling sales, wind up of high street shops and many other. In this 30 respondents are say it is a time consumption technique, 10 prefer better quality and rest of 10 respondents are say technology emergence.

Theme 9: E-commerce is changing the high street shoppers

Interpretation: From the above mentioned graph that determined the effects of E-commerce on high street shops. In this 30 respondents are say it create low efficiency and. In today's world, maximum number of people has busy schedule so in this they prefer online facility in getting goods and services from the company.

Theme 10: Ways of analysing alterations in customer preferences

Interpretation: As per this graph that determined the changes in the customers preference about buying business products and services. In this 25 respondents are say main reason is development in trend and other 25 are say main reason of variation in customer preference is services and product quality. Thus, both are strong reasons that highly effects on the business sales and revenues in direct or indirect manner.

CHAPTER 4: CONCLUSION & RECOMMENDATION

Conclusion

From the above mentioned report it has been concluded that E-commerce is a part of digitalisation which support the business entity to save their cost as well as time also. It is more beneficial and valuable techniques for the all organisation to maximise customer base in the organisation as well as accomplish their preset objectives within given time duration. Further, digital tool is essential and useful for the business to maintain customer loyalty in an effective and efficient manner. It help the organisation to increase their productivity and profitability level within preset time period.

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Recommendation

From the above mentioned report it has been recommended that business should apply different types of effective and useful technique for accomplishment of long term goals and objectives easily. There are different recommendation which should be followed by the company including:

Apply useful approach: M&S should try to apply different kind of useful approach which help them to maximise their turnover and gain competitive disbenefit within predetermined time period.

Adopt latest technologies: It is another recommendation which is also followed by the organisation. In this business entity should adopt latest technology which support them save their cost and time as well as increase their sales.

Communicate with customers in proper manner: It is the role of manager to communicate with their clients in an accurate manner. For this, company can keep their loyal customers for long duration. Further, it is essential for the organisation to accomplish their goals and targets within preset period of time.

REFERENCES

Books & Journals

• Anitha, J., 2014. Determinants of employee engagement and their impact on employee performance. International journal of productivity and performance management.
• Appelbaum, E., 2013. The impact of new forms of work organization on workers. Work and Employment in the High Performance Workplace. 120.
• Baird, K., Jia Hu, K. and Reeve, R., 2011. The relationships between organizational culture, total quality management practices and operational performance. International Journal of Operations & Production Management. 31(7). pp.789-814.
• Bushra, F., Ahmad, U. and Naveed, A., 2011. Effect of transformational leadership on employees' job satisfaction and organizational commitment in banking sector of Lahore (Pakistan). International journal of Business and Social science. 2(18).
• Epstein, M. J. and Buhovac, A. R., 2014. Making sustainability work: Best practices in managing and measuring corporate social, environmental, and economic impacts. Berrett-Koehler Publishers.
• Goetsch, D. L. and Davis, S. B., 2014. Quality management for organizational excellence. Upper Saddle River, NJ: pearson.
• Gunday, G. and et. al., 2011. Effects of innovation types on firm performance. International Journal of production economics. 133(2). pp.662-676.
• Hung, R.Y.Y. and et. al., 2011. Impact of TQM and organizational learning on innovation performance in the high-tech industry. International business review. 20(2). pp.213-225.
• Kallunki, J.P., Laitinen, E.K. and Silvola, H., 2011. Impact of enterprise resource planning systems on management control systems and firm performance. International Journal of Accounting Information Systems. 12(1). pp.20-39.
• López-Nicolás, C. and Meroño-Cerdán, Á. L., 2011. Strategic knowledge management, innovation and performance. International journal of information management. 31(6). pp.502-509.
• Parast, M. M., 2011. The effect of Six Sigma projects on innovation and firm performance. International Journal of Project Management. 29(1). pp.45-55.
• Rasula, J., Vuksic, V. B. and Stemberger, M. I., 2012. The impact of knowledge management on organisational performance. Economic and Business Review for Central and South-Eastern Europe. 14(2). p.147.
• Talib, F., Rahman, Z. and Qureshi, M. N., 2011. Analysis of interaction among the barriers to total quality management implementation using interpretive structural modelling approach. Benchmarking: An International Journal .18(4). pp.563-587.

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