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Internet PLUS THE Decline Of TRADITIONAL Shopping

The internet is becoming indispensable to your lives. The finish is next to and the future is bleak for traditional shopping declares a respected industry in web design and web development solution. Greater than a decade previously, it was prophesied that the introduction of the internet will kill off high street shops and this can be evidenced in the recognition of online shopping as it pertains to categories like clothes, music, videos, catalogs and even food (Levene, 2012). The continuing discovery in technology and subsequent reliance by consumers on technology is 'rapidly reshaping' traditional shopping experience (Warman, 2013). It has been reported that in no time the "boundaries between the physical and exclusive space" will soon become blurred which may lead to the closure of retailers as we have known them in the near future (Kollewe, 2012). Further stressing this aspect, Kollewe (2012) claims that, four out of ten shops will shut down within the next five years as consumers progressively more abandon the original way of shopping in favour of online shopping. Corc (2010) has remarked that many traditional stores have broadened and grown up their market by using the opportunities the internet offers to grow and reach a whole new clientele. With a high road store and also a exclusive store, companies 'get the best of both worlds'. By moving and marketing their products online and also having them in a physical store, sellers can pose and position themselves and taking good thing about the increased demand for online shopping availableness. By shopping on the internet, consumers can handily purchase products at their own convenience in the comfort of their homes without having to leave their homes searching for traditional stores. However, there are still consumers who like and actually enjoy going into traditional stores. Corc (2010) claims that for some of these consumers, who either shop online or get into physical stores to buy their products, any approach to purchase basically comes right down to 'generation distance'. This research will seek to review the decrease of traditional shopping as we realize it and also seek to understand why in addition to the benefits and obstacles of the go up of the online shopping experience. Alternatives will be proffered to how both can are present and an in-depth exploration into the books of key conditions will be carried out. This research also looks for to add to the body of knowledge of the key terms.



Online shopping

High neighborhood shopping

Information and Communication Systems (ICT)


This research dissertation will be divided into six major chapters in order to truly have a comprehensive outlook of the title. They can be:

The Introduction chapter 1: this will be looking at the context in which online shopping and traditional shopping is defined and the rationale for the discussion. The chapter will also seek to present the dissertation aims and goals and also outline some of the study problems.

The Books review section 2: this chapter will seek to evaluate critically, the prevailing books with a view to presenting some record theory, while offering a summary of research completed by organisations, government bodies, research systems with statistics and publications. This section will aim to highlight the key terms and explore the huge benefits and obstacles of high street shopping and online shopping and enhance the controversy through empirical information.

The Research Strategy Chapter 3: this chapter will refresh the clear goals and targets of the research, with a view to describing the way the research design will be carried out. A critical and clear request and design of the research will be highlighted in this chapter to be able to provide quality.

The Secondary and Principal research findings Chapter 4: this section is one which will present a comprehensive summary of the principal research that will be carried out in the course of the study and will be plainly reported to provide empirical evidence.

The Analysis, Evaluation and Discourse of the Studies Chapter 5: this chapter will seek to provide reality and figures to aid the dissertation and also show concrete proof and statistical qualitative examination of the research findings.

The Conclusion Chapter 6: this chapter will try to summarise all that was investigated with a view to providing a comprehensive summation that will donate to knowledge and also emphasize the limitations of the study and areas for future work. Some recommendations will be highlighted for future years.

Chapter 1


Chapter 2

Literature review

Chapter 3

Research Methodology

Chapter 4

Secondary and Principal research findings

Chapter 5

Analysis, Analysis and Discussion

Chapter 6

The Conclusion


I would like to take the chance to recognize the advice and encouragement given by my Course Tutor in helping with the conclusion of this work. Your contribution has been invaluable.

I would also prefer to thank the various individuals and business owners that took enough time to talk with me and contributed and confirmed genuine involvement in the study.

Finally I'd like to give thanks to my mother on her behalf understanding and support and perseverance during my amount of time in the School and during this research. I also want to thank all my family users and friends who've offered a sort term or two during the stressful times and all, I am deeply grateful.




Context and rationale

This dissertation is focused on analyzing the upward spiral of the internet and it following effect on the traditional way of traditional shopping which has been regarded as a more traditional approach to shopping before the development of ICT technology that has given surge to the online shopping experience. For instance, McCann (1996) in his article reviews that a study conducted by Deloittes, a city organization, states that a huge proportion of the populace viewed traditional shopping as "a task to be prevented at all costs". The study further demonstrates this view on traditional shopping is held by 55% of the populace under the age of 34 years. This empirical research showcases the new style of shopping in our modern day. This research also looks for to emphasize factors that impact why people shop online, including the consumer adoption of new self-service systems and internet shopping (Dabholkar 2002). Davis (1993) seeks to advocate that consumers' view and inclination towards online shopping relies largely, on the 'immediate ramifications of relevant online shopping features. Several external factors still play a role in influencing a consumers' choice to look online and included in these are consumer qualities which change from time to time and season to season (Burke, 2002), situational factors such as trends and personal circumstances and also economical circumstance (Avery, 1996), characteristics of the merchandise can be one factor of influence as it may be cheaper to buy something online and have it sent to a home and save well on vehicles from the shop if the client used personal move (Grewal et al, 2002), earlier online shopping experience may have been favourable that may help in making more online purchases (Shim et al, 2001), and lastly the consumer having faith in online shopping (Yoon, 2002). All of the previously listed exogenous factors in the addition to the essential factors that determine a consumers' attitude and prefer to use the internet, makes it are categorized as the purview of online shopping framework which is exactly what the research aims expressing. These factors deeply affect and have an effect on consumer attitude towards carrying out online shopping and helpful information to understanding the nature of the buyer and their wish to tend towards the web shopping experience over the traditional shopping experience.

One author, Murray (2006) suggests that shop staff often encroach on the personal privacy of shoppers who wish to quietly shop in peace without regular any disruption from over-zealous shop assistants who molest customers with annoying questions like 'do you will need help?'. He goes further to say that most stores also holiday resort to participating in music in retailers which is too loud and also the long queues at checkouts can be seen and perceived as irritable to a wide range of customers. This is as opposed to the serenity and sanity that the internet affords consumers, and also the need to travel completely down to retailers is avoided and cost is preserved (Murray, 2006). The in-depth analysis of the benefits and barriers of the two interesting themes of online shopping and high street shopping will be analyzed. Each method of shopping will be objectively assessed and a realization will be attracted as to the most practical method of shopping. But it should be mentioned that the internet does not necessarily need to displace high street stores. This is because there will always be the need for customers to have variety and at times when purchasing unique goods, the sense of physical touch, taste and smell may be asked to make the best. Some may claim differently however, to be able to truly have a balanced viewpoint; evaluating both sides gives deeper insight into the research. High street shopping will definitely accentuate online shopping and vice versa in their operational and demographical opportunity. Whichever way the consumer's opt to go, the current economic climate in the end benefits.

Research aims

To define internet/online shopping

To define high streets/traditional shopping

To analyse the effect of online shopping on traditional shopping

To review the benefits of high street shopping

To review the advantages of online shopping

To review the barriers of high street shopping

To review the barriers of online shopping

Research Objectives

To undertake an examination of the existing styles in online shopping and traditional shopping

To analyse the web shopping models with the high street shopping models

To display the request of the research results

Research Problem

The Key research problem of this study is merely how to determine the impact of online shopping on traditional shops and to determine if online customers are damaged or changed from the traditional shopping experience due to following factors: gender, disability, age or simply simply shopping online for convenience and bargains.





Online shopping

Nazir et al (2012:487) reason that the web shopping arrival and increased attractiveness of the internet has generated a active and convenient way as to how people shop which differs from the customarily classically recognised way and setting of shopping. Consumers no longer need to wait for shops to open up at a particular time which is often restrictive and time throwing away. Now, consumers can almost shop anytime and anyplace they want in order to purchase products and services which really is a time keeping method. The web is continuing to grow to be the new avenue for people to speak and exchange information, goods, and services and has turned into a constant of our daily living and without it we might not exactly survive no today. The number of individuals using the internet is increasing by the day so also the quantity of individuals now changing to purchasing products online. Regarding to Corc (2010) stores create stores on the internet which allows them to grow their market, reach bigger demographics and reach new consumers and also touch base people who might not exactly wish to go to the traditional stores because of their purchases anticipated to diverse reasons. The convenience shopping online provides is the principal reason why consumers shop online.

High neighborhood shopping

Information and Communications Technology ICT

Literature context

According to Schaupp and Belanger (2005) 'the ability to measure the level of customer satisfaction with online shopping is vital in gauging the success and failure of e-commerce. To take action, Internet businesses must be able to determine and understand the prices of the existing and potential customers'. Online shopping has several factors that provide it an edge over the original high street shopping. Factors like convenience, time saving, ability to compare prices of products and features, capacity to compare different products by different sellers at the same time, and also goods are available easily that may not be available in a higher street store (Rajneesh et al 2010). Convenience range from 'convenience includes the overall ease of results something, time allocated to shopping and minimisation of overall shopping effort' (Schaupp and Belanger, 2005). Rajneesh (2010) proceeds by declaring that the consumer is kept much work when shopping online in terms time saving by not heading to the store personally, selecting desired products, queuing, parking, avoiding venturing out in bad weather, keeping on gas, and preventing contact with other people when solitude is need for shopping. Also, consumers when shopping on the internet have the ability to compare prices of different products being offered different reailers and never have to visit all the stores to carry out so. Lokken et al (2003) posits that consumers can shop anytime of your day without the geographic limitation. 'Online shopping also provides consumers an capacity to search an infinite variety of products transcending physical, national and cultural boundaries. Moreover, online shopping has an added benefit for working women as they do not have to move their kids to department stores and stores for shopping. The only basic requirement a customer needs for doing online shopping is option of Access to the internet and credit card' (Rajneesh, 2012).

Benefits of Online shopping

Benefits of high street shopping

Barriers of online shopping

Barriers of traditional shopping



Research methodology literature

Questionnaire design

Research methods

Response rates

Presentation of results

Research ethics

Research summary







Before the development and increase of online shopping, consumers have their research at home before going to traditional retailers to buy whatever products they needed. Relating to Emily (2012) ''infact more often than not, after the customer walked in the entranceway, they were prepared to buy'. In the modern day of shopping, the tendency has changed. Customers now perform research in stores as well as outside the store and the real buying of the product occurs anytime and everywhere online. Retailers influence over consumers have been whittled down of their own '"bricks & mortar" environment (Emily, 2012).

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