A STUDY ON WHETHER
VIRTUAL SHOPPING IN KLANG VALLEY CAN SIMPLIFY THE CONSUMERS’ BUYING DECISION
MAKING PROCESS RATHER THAN TRDITIONAL SHOPPING
By
STEPHANIE CHEONG
MUN YEE
Today’s dual-career couple, single parent and two job families are realizing burning consumer need more time. Individuals in these families are over-stressed with their work and home obligations and find dealing with many of life’s everyday task is overwhelming. For those people, all type of shopping have been “drudgery or worst”. The antidote to time deficiency, online shopping would recover time for consumers. The thesis is dedicated to examine whether the consumers in Klang Valley are following the five steps in the buyer’s decision making process model, consisted of problem recognition, information search, evaluation of alternatives, purchase decision and postpurchase decision. The researcher also intends to find out how effective online shopping in Klang Valley and the consumer’s perspective towards the virtual shopping. Consequently, this would enable the researcher to determine whether traditional shopping can be replaced with online shopping. Subjects involved are World of Sport (traditional shopping) and Eurosport (online shopping). A comparison will be made on both consumer’s buying behaviour. Methods of gathering in formation involved are in-depth interview with Mr Dhamendra, retail manager from World of Sport and Mr Jacob Bentley, spokesperson from Eurosport, mall-intercept survey with 100 respondents, and observation study on consumers shopping from traditional sport store. The researcher has concluded that online shopping can simplify the five steps of the decision making process and traditional shopping goods can be replaced using e-commerce based on substantial evidence and results. With that, the researcher encourage local sports entrepreneurs to implement e-commerce into their business activities because it would be beneficial to both consumer and business-to-business market. Through e-commerce, everything can be solved by just a click away.
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Bachelor of Arts (Hons) In Marketing
August 1999