Factors Affecting Consumer Behavior - Online Shopping in the USA

B.Sc. Abdurrahim Dehgani, BSc

Master's thesis

Abstract:

Consumer behaviour is an important aspect in deciding strategies for any company. The buying pattern and the attitude towards any product are generally referred to as consumer behaviour. Which includes many elements and highly impacted by certain specific factors. The pertinent strategies for marketing products and services are highly relying on the consumer’s loyalty towards the brand. However, it becomes more important when it is a service and that too remote. In this arena of digitalization, both marketers and buyers are transacting online with trust on each other. Although, in all segments of the market consumer is considered as paramount, in online shopping the website support has to be highly designed as per the dual comfort. Furthermore, there are numerous factors impacting consumer’s behaviour in online trade such as pricing, quality, convenience, shipping, and availability of information, security etc. are the deciding elements to surf on a particular platform by both buyers and sellers. Moreover, their decisions are also diverted by other factors like demography, society, culture, and disposable income and their tastes and preference. The USA being a developed nation, with a high preference for online shopping, hence the study is focused on the same. It is based on both secondary and primary data and is well analysed pragmatically with the relevant statistics. The major focus of the study is to analyse various influencing factors contributing to the consumers’ behaviour. The conclusion drawn is further used to recommend a renowned online platform eBay Inc. to modify its marketing strategies if desired and implement the same for further growth as per the study.

Keywords

Online Shopping, Marketing, Consumer Behaviour, Marketing-mix

Language used: English

Date on which the thesis was submitted / produced: 31. 3. 2021

Thesis defence

• Supervisor: Ing. Michal Chocholoušek, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration