Introduction
Consumer buying behaviors as regards the purchase of electronics drastically changes as does the technology that informs the refining and design of these appliances (OEDC 2001). This has a background that is as robust as its history. The core influencers of these changes in consumer buying tendencies are the fast-changing technology in building electronics and their appliances; and the expanding online market (Michael 2003). These changes have been revolutionary transforming buying behaviors from the traditional approach where a client would match into an electronics store and buy an appliance to a more refined and personalized approach where a client shops online sorting through hundreds of options for an appliance of his choice by the click of a mouse in the convenience of his home or office and then orders for it to be delivered at his doorstep (Allen 2008). This proposal is a detailed study of the influence of internet trade on electronics buying behavior among consumers in the United Kingdom where it will consider the effects (both positive and negative) and the opportunities for business expansion and consumer satisfaction that this influence has in the electronics industry in the said market (Dennis 2003).
Hypothesis and Problem statement
The hypothesis for this research proposal which covers the study problem is that internet trade has been revolutionary in transforming consumer buying habits in the electronics industry in the UK; effects which have created opportunities for business expansion and greater consumer satisfaction capabilities (Kurt 2000). For this hypothesis, the specific objectives are:
- To determine the availability of business finance/credit to online trade in the electronics industry in the UK (Mehdi 2004).
- To assess the level of ICT (Information and Communication Technology) that the target market in the UK has access to as a gauge of the effectiveness of the trade (John 2001).
- To make policy recommendations to improve the delivery of business services in the electronics industry in the UK (David 2004).
Justification
Given that the global trends are towards ICT and computerization, it is commonly observable that global business trends are being skewed towards being more and more operational through online transactions mainly because of its convenience and ease of access. This means that there is bound to be a tremendous influence on trade by multinationals when their operations go virtual. In effect, therefore, online trade is anticipated to be continually transforming the electronics industry; a transformation that cannot by any strain of imagination be hoped to be coming to a halt any soon which corroborates the centrality of this effect in the global economy thereby ostensibly justifying why this proposal should be conducted to give insights on the extent of the influence for future study and improvements.
Limitations
There are several limitations that this study will have. These will be on two fronts: scope of application and data acquisition. The scope for this proposal will be limited to the electronics industry in the UK alone and the surmises that will be made will be in specific reference to the region’s business operations which may not be in congruence with other economic regions that have different economic, socio-political and demographic trends (Philip 2004). The data that will be collected largely will be discrete and therefore will be difficult to be conclusively analyzed making it difficult to deduce concrete conclusions from it (Michael & Alistair 2002). In addition to this, available data in the ministry of Trade is not well synchronized with data contained in written literature that is available and this will be a hindrance to the authenticity of the viability of the information obtained especially in the areas where the data does not tally (Fade 2002).
Methodology
Given the nature of the research required, the data collected in this study consisted of primary data and secondary data. Each research objective, therefore, utilized varying proportions of each form of data. The research method chosen for this study was survey research which according to Denzin and Lincoln (1994) descriptive survey approach is used to study, describe, explore and analyze relationships among geographically gathered subjects. Thus a survey was the most appropriate method to capture and compare the influence of internet trade on consumer buying behaviors in the UK (United Nations 2009). The study adopted a quantitative approach, as economic parameters can be assessed using empirical data (Hussey & Hussey 1997). Therefore a quantitative approach is best suited to meet the research objectives, as it aims at gathering, analyzing, and measuring data from a large sample to test the relationship between different variables. Stratified and simple random sampling procedures were used in selecting the study sample. Stratified random sampling was used to ensure subgroups in the population were proportionally represented while simple random sampling was used to select respondents within the subgroups entirely based on chance (United Nations 2009). The study also incorporated interviews administered to different respondents and the discussion was aided by detailed reference to different authorities on the subject from existing literature. For analysis, the SPSS program will be used to analyze obtained data from the interviews from which conclusions will be deduced.
Conclusion
It is anticipated that the research will reveal great insights as regards the influence that internet trade has had on the electronics industry in the UK. It is anticipated to be shown that the mass embracement of internet trade by most of the industries in the region inevitably forces electronics to set precedence and imbibe in this technological revolution mostly given that the electronics industry is at the center of technological transformation. The consumer buying behaviors are also intended to be shown to be appreciably changed into favoring online buying and the reasons for this are likely to be convenience, cost-effectiveness, and time management. This notwithstanding, the revolution of internet trade like any other revolution has its demerits and shortcomings; some of these shortcomings are regards consumer buying habits will be discussed and their effect in the larger consumer community will be assessed to determine whether this change is worth the economic investment (Gilmore & Carson 1999). It will finally then be sought to be determined whether this consumer change in buying habits warrants a mass preference of online trade for the entire electronics industry and here the hypothesis will be sought to be corroborated or refuted depending on the gathered data and the analysis of it thereafter. This will then lead to recommendations as to whether this influence is positive prompting for encouraging online trade or whether it is not worth the investment. This will be captured in the recommendations of the proposal.
References
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