This applied research project explores changes in UK consumer behavior towards online grocery shopping post-pandemic, analyzing trends, influencing factors, and business implications for retailer adaptation.
The introduction of the EBMT6002 Applied Research Project lays the foundation for examining a significant shift in consumer behavior towards online grocery shopping, especially in the context of the post-COVID-19 era. This shift is driven by increased reliance on digital platforms like Asda, a leading UK retailer adapting to the evolving market demands. The study explores the underlying factors influencing these changes, such as convenience, accessibility, social pressure, and emerging digital trends impacting customer preferences and purchasing decisions. By conducting a qualitative survey and analyzing secondary data, the project aims to provide a comprehensive understanding of the phenomenon. For students needing help in assignment writing, this research offers clear guidance on structuring and presenting applied research with relevant context, objectives, and methodologies.
Due to digitalisation and COVID pandemic the reliance over online shopping has increased within consumer. Online shopping implies to the process of purchasing and selling product and services through Ecommerce platform. The trend of online shopping has developed after Covid pandemic when consumers were not allowed to visit market place rather required product will be delivered at their home. Asda is the British supermarket chain that is involved towards providing wide ranges of clothes, food, general merchandise and toys at discounted prices. In the current time, it is third largest retailer in UK with annual revenue of 24,630 million pound. The organization was incorporated in year 1965 by Andy bonds ion Leeds. Market share of Asda is 11.8% and have provided job to more than 150000 employees in year 2023. Asda Romford has introduced various changes after Covid pandemic due to changes in consumer preferences towards shopping. The current proposal will describe the shift in consumer behaviour due to shift in online grocery shopping after Covid 19 pandemic.
The current research is based on identifying the changes in consumer behaviour towards online grocery shopping after Covid pandemic. In the current time, individual are left with less time to invest towards in store shopping because which there is increasing preference over online shopping (Prabowo and Hindarwati, 2020). This change has leading to impacting on overall profitability position of the organization. Before pandemic, ASDA was usually full of customer and there was high requirement of in stores employees for managing customers. However, after Covid pandemic individuals has stopped visiting the stores rather emphasis over acquiring goods through online method. This creates necessity for organizations to determine the factors which are resulting in increasing trend of online shopping. In this context, thematic analysis will be used to shed light on the factors causing shift towards online grocery shopping within Asda.
For effectively understanding the shift in customer’s online grocery shopping, Qualitative study will be undertaken. In this context, primary data will be collected by conducting survey of 30 customer of Asda and various book and articles will be evaluated for secondary data.
Aim:
The aim behind initiating current study is to determining the change in consumer attitude towards online grocery shopping within ASDA.
Objectives
RESEARCH QUESTIONS
Q1. What are the primary types of consumer behaviour observed in ASDA ‘s online grocery shopping platform since the COVID 19 pandemic?
Q2. What factors have the strongest influence on customer’s decision to shop for groceries at ASDA?
Q3. How have changes in online grocery shopping behaviour impacted ASDA’s key performance indicators since 2020?
Q4. What strategies can ASDA implement to effectively adapt to and capitalize on new online grocery shopping trends?
The current study will help in creating awareness regarding various factors causing shift in consumer’s shopping behaviour within the UK’s retail industry. This will guide manager regarding various activities that should be initiated as to influences consumer’s perception (Harris‐Lagoudakis, 2022). It will also help in defining various consequences of change so that adequate actions could be initiated on time as to negative impact could be reduced. The present study will also define various latest trends in online grocery shopping which guide manager to adapt the changes which will help in enhancing overall profitability and financial position of the business entities.
According to Etumnu and Widmar (2020) online grocery shopping refers to the grocery store or supermarket which allows ordering product through firm’s apps and website. This method includes purchasing groceries that is often facilitated by home deliver or click and collected services. Online grocery shopping support in effectively selecting the required product, making online payment and get the fresh product within limited time period. On the other hand, Piroth, Ritter and Rueger-Muck (2020) explicated that online grocery shopping is more expensive as customer needs to incur additional delivery cost which impact on their financial position.
Tyrväinen and Karjaluoto (2022) defined that online grocery shopping leads to reducing overall stress of the consumer as they are not requires visiting busy grocery store or staying in long queue for making payment. This help in increasing accessibility of customer by acquiring product without impacting their routine task. On the contrary point of Shroff et al, (2024) explicated that under grocery shopping, consumer are not allowed to handpicked the required product which create challenge in ensuring freshness of the products. This creates trust issues within customer that might result in negatively impacting overall reputation and goodwill of the business entity.
According to view point of Rogus et al, (2020) there are large numbers of theories related to online shopping which aids in determining changes in consumer’s attitude. Theory of planned behaviour is the most effective theory that should be incorporated within organization for determining consumer behaviour. This theory stated that attitudes, perceived behaviour control and subjective norms are the major factors that influence consumer’s shopping behaviour. Eger et al, (2021) described that consumer’s intention to involve in particular behaviour results in changing customer’s preferences. For example; After Covid, individuals were intended towards eliminating coming in contact with others which result in positive shift towards online shopping. It has identified individual’s attitude towards the particular behaviour also has huge influence over consumer’s shopping behaviour. Further, Harrigan et al, (2021) explicated that social pressure is another factors which influences customer’s shopping behaviour. If most of the consumer has switched towards online shopping than it creates social pressures for others to opt for such shopping method. Author also claimed that consumer perception related to pros and cons of particular decision also influences their overall shopping preferences. For example: online grocery shopping has resulted in increasing accessibility of the consumer and become more convenient for them which results in influencing their attitude and preferences.
On the other hand, Singh, Arora and Choudhry (2022) described that consumer behaviour theory is more impactful for determining changes in their preference towards online shopping. This theory stated that customer’s online shopping decision is highly influenced by personal, social, cultural and psychological factors. Author sated that individuals that are having busy lifestyle, influenced by attractive websites and prefer exploring large product option before shopping generally opt for online shopping platform. On the other hand, Liu et al, (2020) stated that beliefs, attitudes, motivation, perception of consumer related to online shopping Laos has huge impact on overall behaviour of consumer.
According to view point of Abdelsalam et al, (2020) it has identified that there is large number of changes that has incorporated after Covid pandemic. There is increasing trend of ecommerce and online shopping after pandemic which has resulted to reducing need of retail stores in country. After pandemic, consumer prefers to maintain an adequate distance from crowded places which result in increasing shift towards online stores. For instances, ASDA has recorded 8% increase in online sales after Covid which indicates consumer’s shift towards ecommerce platforms. On the contrary point of view, Wagner, Schramm-Klein and Steinmann (2020) stated that due to shift towards online platforms, many small retailers have shut down their stores which negatively impact on country’s development. It has identified that over 5000 retail stores were permanently closed down during the pandemic. This has result in reducing the number of options for the consumer which negatively influences their overall satisfaction.
Liu et al, (2020) stated that there were changes in taste and preferences of consumer after Covid and the demand for healthier product has been increased within UK. Due to Covid pandemic, there was increasing demand for healthy and fresh fruits and vegetable and the demand for junks were drastically reduced. Organisation has increased the inventories of fruits and vegetable and junk food storage has reduced. Sharma (2021) also explicated that COVID pandemic has resulted in putting occupancy limitation which leads to requirement of larger amount of time for purchasing product. Government has put restriction for allowing large number of customer at the particular time which results in consuming large amount of customer’s time.
According to view point of Shahab, Ghazali and Mohtar (2021) it has identified that there are large number of factors that influences overall grocery shopping decision of the consumer. Price is the crucial factor that helps in attracting large number of customer towards the business entity. Consumer generally compare the prices of product at online and offline mode and selected the method which provide product at less prices. Under online shopping, goods are sourced directly from the manufacturer which helps in reducing intermediate cost and providing goods at cheaper rate which results in attracting large number of customer. On the other hand, Delasay, Jain and Kumar (2022) stated that convenience is the other factors that influence overall grocery shopping. Based on the past survey, it has been identified that 72% of consumer opt for online mode due to high convenience. In online shopping, products are offered 24/7 accessibility and consumer could purchase goods from any devices.
Moreover Wang et al, (2020) explicated that online shopping is selected due to option of diverse product and services as consumer are able to effectively identify their required product which help in quickly finding the product. However, in store shopping customer need to search whole store to identify particular brand product whereas in online platform they could research it by name only and all the option will be available easily. Martin-Neuninger and Ruby (2020) also defined that delivery options provided by the business entity also has huge impact on overall shopping decision of the consumer. Firms that are offering free delivery options are able to attract large number of customer as this aid in saving consumer’s funds. For example: ASDA is providing free next day delivery option to all the consumer which help in attracting cost conscious consumer towards the business entity.
On the other hand, Leone et al, (2020) explicated that quality of product offered by the organization has huge impact in forming consumer’s online decision. Firm that are providing high quality and cost effective goods are able to attract large number of customers as compare to others. In this context, ASDA is effectively quality and labelling requirement of fruits and vegetable which ensures high quality goods and services to customer. Shen, Namdarpour and Lin (2022) also depicted that time taken for delivering particular product also has huge influence on forming consumer’s shopping decision. Organisation is aiming at reducing the overall time taken for the delivering good which will help in providing effective experiences to customer.
Based on the view point of Shamim, Ahmad and Alam (2021) it has identified that there are various latest trends in the online grocery shopping. Introduction of augmented reality (AR) is the most current trend prevailing within online shopping. AR has been used with the aim of enhancing product visibility as customers are able to get 3D view of the entire product that aids in better understanding. For example: ASDA use AR with the aim of enhancing user’s experience and to incorporate sense of intimacy within customers. On the other hand, Titiloye, I., Sarker, Jin and Watts (2024) explicated that AR creates various technical issue in the firm’s website that impact customer’s experiences.
Donthu and Gustafsson (2020) also stated that social commerce is another latest trend prevailing in the online shopping. Many organizations have started offering their product through facebook, Instagram and Pinterest platform as to attract large number of customers. This requires all the other organization to switch towards such platforms as to maintain competitiveness within the industry. However Dannenberg et al, (2020) explicates that there is high privacy issue in social commerce which impact on overall trust and confidence of the customers. According to view point of de Magalhães (2021) AI based chatbots are another latest trend in the online mode of shopping. Retail companies has introduced AI based chatbots with the aim of providing fast reply to customer’s queries and easily undertaken the process of return and exchanges result in higher satisfaction. For instance, ASDA have introduced Ask ASDA as the customer services tool which support in resolving customer’s issues. On the contrary point Saad (2021) professed that AI is unable to understand the emotional view point of customer which negatively impact on customer’s overall experiences.
Shen, Namdarpour and Lin (2022) professed that sustainability is another trend in the online grocery shopping within UK. Customers are opting towards organizations that are operating in sustainable manner which help in safeguarding natural resources. In this context, ASDA has replaced its packaging with environment friendly material, optimising shipping steatites that help in protecting environment. Moreover Dominici et al, (2021) stated those shoppers are also concentrating over using voice search for determining most appropriate product and services. The use of Alexa and Siri in determining best product has also increased.
Prior studies have been initiated as to identify the benefit of using online platform over offline shopping mode. However, focuses have not been paid over identifying the reason behind changing customer’s preferences towards online mode after the Covid pandemic (Prasetyo et al, 2021). The current study will depict all the factors that influences customer’s preference towards online mode and aids in various latest trend in online shopping.
Research type refers to the nature of data that is required for better understanding the research problem and issues. The two distinct method of research type includes qualitative method and quantitative method. Qualitative type includes the kind of information which does not include numerical information and based on the human behaviour and perception (Taherdoost, 2022). Quantitative information includes data in statistical form that help in establishing relationship between variable. For determining the change in consumer behaviour due to online shopping, qualitative researches have been selected by the researcher. This method has been selected as it support in understanding the human perception and behaviour due to which particular change have occurred. This method promotes flexibility in collecting data through which all the required information could be collected. Qualitative data also identifying the frequency of characteristics and traits that result in better understanding research issue. This method also support in determining what and how a particular situation has raised result in effectively addressing the research problem.
Research approach implies to the procedure and plan selected by research for collecting, analysing and interpreting the data. The two most common method of research approach includes inductive and deductive research. Inductive approach refers to bottom to up approach that includes starting from observing a particular situation based on which theories are formulated (Kamper, 2020). Deductive approach is the top to bottom approach in which general premises are used to form specific conclusion. In the present study, inductive research approach has been used that provide opportunity to form large number of assumption and explore new ideas. This method also aids in determining all the available probabilities support in expanding knowledge and perception which aids in effectively conducting study. Inductive approach is the flexible research method which supports in modifying the research techniques and topic based on the gathered data.
Research philosophies refer to the beliefs and assumption system which are formed while collecting and analysing particular data. This system has been divided into two parts that includes interpretivism and positivism philosophies. An interpretivism philosophy is based on beliefs that research is socially constructed, subjective and multiple which requires an effectively understanding of respondent’s perceptions (Mulisa, 2022). Positivist philosophies excludes the metaphysical speculation and based on data and numerical. For identifying change in consumer’s shopping behaviour, Interpretivism philosophies have been used by the researcher. This method helps in describing the personal meaning and motivation of respondent result in better understanding the research problem. This method also helps in exploring the social context, interrelationship and multifaceted social process in quantitative data result in gaining better outcome.
Data collection refers to the process of collecting information for generating insight, resolving problem and to contribute towards existing knowledge. Some of the two method do collecting information includes primary and secondary data collection method. Primary research method refers to the process of gathering first hand data from the source of origin. These methods support in gaining more accurate information by responding to specific question. Secondary method implies to evaluating existing data as to gain deeper insight of the research question (Tamminen and Poucher, 2020). In the current study both primary and secondary data collection method has been used. Primary data collection is the most impactful method which helps in gaining up to date and unique information related to research topic. In this regards, 30 customer of ASDA has been selected on which survey has been conducted with the help of questionnaires. This supports in understanding their perception in most effecting manner and assist in managing research reliability. Further, secondary method has also been used which help in reducing overall cost of the study and support in understanding view point of varied authors. In this context, websites, blogs, articles books and journals has been evaluated that help in contributing towards present study.
Sampling refers to the process of selecting a small group of individual form the large population as to conduct primary study. The two most common method of selecting samples includes probability and non provability sampling method. Probability sampling is based on randomization principle in which representatives are chosen without any predetermined criteria and benchmark. Non probability sampling refers to the subjective method in which criteria are decided based on which samples are selected (Saliya, 2023). For determining changes in consumer’s behaviour towards online shopping, random sampling method has been used by the researcher. This method provides unbiased method of selecting respondent which leads to selecting higher quality information and optimum outcome. This method also helps in selecting most representative respondent from the diverse population leading to gaining better information. In this regard, random sampling method has been used for selecting ASDA’s 30 customers on which survey will be conducted.
Data analysis implies to the process of arranging and analysing raw data for gaining actionable and meaningful information. Data analysis has been grouped into two crucial categories that includes thematic and SPSS method. Thematic analysis is the qualitative method which includes reading through data set as to identifying common themes and patterns in the collected information (Mazhar et al, 2021). SPSS refer to the Statistical package for the science which is the software used for analysing complex quantitative data. In the context of present study, thematic data analysis approach has been used for gaining insight of the research problem. This method has been selected as it is more versatile and provides deeper data related to the research problem. This method supports in uncovering new pattern, nuances, underlying values and beliefs that help in better understanding the research issues. For effectively explaining the generated outcome, pie chart and graphs have been used by the research. This help in making comparative analysing the data and support in providing most optimum result to the research issue.
Ethical consideration implies to the various policies and practices that have been followed for carrying out study in fair manner. Below mentioned are various ethics that have been initiated while carrying out the study: For maintaining ethnicity in current study, researchers have focused over aligning all its action with university guidelines. Research has clearly described the objective behind collecting data and defines the manner through which data will be used. Under this, a consent form has been filled up by the respondent as to describe that proper approval have been taken before collecting information. Password protected software have been used for storing personal data of responded which support in maintaining confidentiality. While using secondary data, all the information have been accurately cited throughout the report as to define the actual sources through which data have been gathered. Reference list have been attached at the end of report which help in acknowledging the effort of previous researcher.
In the current study, Lack of time and money are the major issues which creates obstacle in effectively in carrying out overall research. Due to lack of time, researcher is unable to conduct whole study through primary method which impact on overall accuracy. However, secondary data collection method has been utilised which aids in gaining large amount of information in limited time and money. Moreover, due to insufficient funding researcher have not utilized software for analysing data rather thematic process have been used which support in gaining adequate outcome in less time and investment.
Theme 1 Most of the customer prefer online grocery shopping.
| Particular | respondent | % of respondent |
| Yes | 22 | 73 |
| No | 8 | 27 |
| Total | 30 | 100 |
From the above graph, it has identified that most of the customers prefer online shopping for purchasing groceries. In this context, Newing et al, (2022) stated that online shopping support in easily ordering goods from any place leading to fulfilling customer’s needs.
Theme 2 Majority of customer are using online shopping model for 5-7 times within a month.
| Particular | respondent | % of respondent |
| Less than once | 2 | 7 |
| 1-4 times | 6 | 20 |
| 5-7 times | 14 | 47 |
| More than 7 times | 8 | 27 |
| Total | 30 | 100 |
The above graph depicts that customer’s purchase grocery for 5- 7 times within a month. This indicates that customer’s are majorly depended on online shopping which aids in enhancing convenience. In this context, Singh and Söderlund (2020) stated that there is high preference over online grocery shopping within UK as it helps in providing goods in limited time and efforts.
Theme 3 Customer generally shift towards online mode after Covid pandemic.
| Particular | respondent | % of respondent |
| Yes | 24 | 80 |
| No | 6 | 20 |
| Total | 30 | 100 |
From the above graph it has identified that customer have generally shifted towards online shopping after the Covid pandemic. In the accordance to finding, Brand, Schwanen and Anable (2020) stared that due to pandemic individuals were not allowed to gather at public places that result in shifting towards online mode. Due to convenience, accessibility and effective working customers are now permanently shifted towards online shopping.
Theme 4 Social pressures are the major factor influencing customer’s shopping decision after covid.
| Particular | respondent | % of respondent |
| Attitude | 6 | 20 |
| Perceived behaviour | 7 | 23 |
| Subjective norms | 5 | 17 |
| Social pressure | 12 | 40 |
| Total | 30 | 100 |
Based on the survey conducted on 30 customer of ASDA it has been identified that social pressures plays a crucial role in forming customer’s purchasing decision. In this context, Mkansi and Nsakanda (2021) stated that individual is generally influenced by the peer’s product decision based on which ones formulated its own purchasing decisions. This social pressure form’s individual’s perception and behaviour and drive consumer towards a particular brand and product.
Theme 5 Convenience, return policy, discount and payment option play a crucial role in influencing customer’s shopping decision.
| Particular | respondent | % of respondent |
| Convenience | 6 | 20 |
| High discount | 3 | 10 |
| Return policy | 4 | 13 |
| Secure payment option | 5 | 17 |
| All of the above | 12 | 40 |
| Total | 30 | 100 |
From the outcome of survey conducted on 30 customer of ASDA it has identified that convenience, return policy, payment option and return policy has huge impact on custom’s online shopping decision. In support of the findings, Meng (2024) stated that individual generally purchase form the store that provide similar quality good at lower price and offers exchange and return policies to customers.
Theme 6 Customers agreed that free shipping has huge impact on customer’s shopping decision.
| Particular | respondent | % of respondent |
| Strongly agree | 9 | 30 |
| Agreed | 8 | 27 |
| Neutral | 3 | 10 |
| Disagree | 6 | 20 |
| Strongly disagree | 4 | 13 |
| Total | 30 | 100 |
The above graph represent that free shipping is the major factors that influences customer’s decision regarding online shopping. In the accordance within the findings, Smith (2023) explicated that firm that is delivery goods to individual’s home at free cost are able to attract more customer as it provide high conveniences and cost effective goods to customers.
Theme 7 Discount is the crucial feature is valuable for most of the customer.
| Particular | respondent | % of respondent |
| Traceable order status | 2 | 7 |
| Customer review | 3 | 10 |
| Product recommendations | 6 | 20 |
| Personalised discount | 15 | 50 |
| Easy exchange and return | 4 | 13 |
| Total | 30 | 100 |
It has identified form the graph that discount is most valuable feature which is attracting large number of customer towards the business entity. In the accordance with findings, Borrero (2023) stated that online store purchase goods directly from the manufacture which allow them to provide high discounts on regular basis. This help in attracting numerous customers and support in enhancing overall firm’s sales.
Theme 8 AI based Chatbots has helped in enhancing overall customer’s experiences.
| Particular | respondent | % of respondent |
| Yes | 18 | 60 |
| No | 7 | 23 |
| Not sure | 5 | 17 |
| Total | 30 | 100 |
On the basis of the survey conducted on 30 customer of ASDA, majority of people agreed that AI based chatbot has helped in enhancing overall customer experience. In the support of findings, Vigh, Attwood and Roudaut (2024) professed that AI based chatbots customers helps in providing quick respond to customer queries and provide adequate product recommendation that help in improving overall experience.
Theme 9 Cost fluctuation is major issue in online grocery shopping.
| Particular | respondent | % of respondent |
| Delivery inefficiency | 6 | 20 |
| Cost fluctuation | 15 | 50 |
| Ineffective payment system | 4 | 13 |
| Others | 5 | 17 |
| Total | 30 | 100 |
From the above graph, it has identified that there is frequent change in price of online product which creates issue for customer in purchasing product at most affordable price. In the accordance within findings, Motte-Baumvol, Belton Chevallier and Bonin (2023) explicated that online platform following dynamic prices and cost is decided on the basis of the demand and supply within industry.
Theme 10 ASDA should optimise its website for providing adequate experiences to customer.
| Particular | respondent | % of respondent |
| Streamlining checkout process | 5 | 17 |
| Live chat option | 5 | 17 |
| Personalization | 8 | 27 |
| Optimize website | 12 | 40 |
| Total | 30 | 100 |
From the above table, it has determined that optimizing company's website is the most effective method by which customer’s experience could be enhanced in grocery shopping. Jones and Comfort (2020) stated that optimizing website will help in providing seamless experiences to customer that leads to increasing website traffic and support in enhancing brand visibility.
6 Years | PhD
From the above finding, it has been identified that in current time most of customer prefer online shopping for purchasing their groceries. ASDA has recorded total 39 million online orders in the year 2023 which indicates high demand of online shopping (Number of Asda’s online order, 2024). The finding has been supported through literature review, online shopping help in providing higher safety, accessibility, convenience, variety and provides access to review and recommendation for taking better decision (Tzeng et al, 2021). However, online shopping increases the risk of fraud and product quality that negatively impact customer experiences. It has also identified that online grocery shopping trend was increased after Covid pandemic and majority of customers are ordering product for 5-7 times within a month. After 2020, ASDA has recorded 8% increase in firm's sales and currently business entity is gaining 18% of its sales from the website (Asda’s sales from online platform, 2023). This has been achieved as in the busy lifestyle customers are not able to go for in store purchase.
On the other hand, online shopping does not ensure custom regarding quality of product which impacts on overall experience. It has also found out that customer has shifted towards online shopping due to social pressures as currently most of the people opt for online shopping. From the finding, it has depicted that convenience, affordability; return policy and secure payment are the major benefit of online grocery shopping. Customers in ASDA believes that due to online shopping they are able to purchase goods from any place and easily return product that are not adequate which result in higher satisfaction. Online shopping is affordable for ASDA’s customers as the firm provide blue card benefits to online shoppers which includes 10% discount on each product (Blue card policy of Asda, 2024). Under this, customers have to purchase the membership of blue card which help them in purchasing product at discounted price. Further, they need not to stay in long queue for payment which aids in saving time and cost for customers.
On the contrary point, it has identified ASDA‘s customer recently faced issue in placing issue as the server of firm’s website was down that result in creating difficulty to get access to their orders. This malfunctioning leads to creating dissatisfaction within customer that eventually result in poor customer’s experience (Chetioui, Lebdaoui and Chetioui, 2021). It has identified that free shipping is another crucial factor that influences customer’s online shopping decision. ASDA provides the UK’s cheapest delivery passes through which customer’s could have their groceries free of cost. With the help of this passes, customers can receive one free delivery per day which results in attracting large number of customer. Along with this, it has identified that customer generally prefer online websites due to varied discounts that are offered by the business entity. ASDA provide 10 to 50% discount offers to customer that result in shifting their concentration towards online shopping. From the literature review, it has been identified that customer’s shopping decision is mainly impacted by the prices of goods and services at different online stores.
Availing regular discount supports in attracting large number of customer which result in increasing use of online platform for grocery shopping. On the other hand, it has believed that discount is generally provided on low quality or old product which eventually results in negatively impacting on customer’s experience. It has also depicted from the finding that introduction of AI in online shopping is the latest trend which is enhancing customer’ satisfaction. ASDA have integrated V-person and Ask ASDA in their customer services which provide quick respond to customer’s queries and aids in enhancing satisfaction of online shoppers (AI technology in Asda, 2023). In support of finding, it has depicted that AI based Chatbot support in provide fast, personalised and efficient services to customer leading to higher satisfaction (Hasan et al, 2021). On the other hand, AI in customer services lack human understanding and empathy which also leads to providing inaccurate respond to customer’s queries. From the finding, it has determined that cost fluctuation is the crucial issue for the customer as the continuous fluctuation creates issue in identifying the accurate prices for the goods and services. Further. On the basis of finding, it has depicted that ASDA should work towards optimizing firm’s websites which aids in providing seamless experiences to the customer that eventually result in enhancing overall profitability. In this context, website load time should be accelerated, respond time should be reduced, introduce personalization and user friendly interfaces which will help in providing better experience to customers.
Conclusion
By summing up the research project, it has identified that there is increasing trend of online shopping after Covid pandemic. It has been identified that due to Covid pandemic customers were not allowed to gather at public place or stores due to which the trend of online shooing has increased in past 4 years. It has determined from the secondary research that online shopping help in selecting the required product provide home delivery options and aids in conveniently sourcing the product leading to increasing trend of online shopping. Theory of planned behaviour and consumer behaviour theory are two crucial theories relevant to online shopping. It has identified that there is more dependencies over ecommerce platform for grocery shopping, changes in custom’s taste and preferences, shift in product demand were the major change in online shopping. Further, prices, conveniences, delivery option, discounts, payment options are major factors influencing customer’s online shopping decision.
For gaining better insight of the research topic, qualitative research has been initiated by the customer. Under this, both primary and secondary data has been collected in which survey has been conducted on 30 customer of ASDA and various books and journal has been evaluated. These samples have been collected through random sampling method which aids in managing ethnicity and fairness in conducting research. From the primary study, it has been identified that there is increasing trend of online grocery shopping as there were scarcity of product in stores, more dependencies over technology and digital transformation of many local stores. It has been identified that due to peer’s suggestion one switch towards online mode of shopping awhile compromising with their original preference.
It has been identified that effective discount policies, conveniences, return policy and payment options play a crucial role in forming customer’s decision. Online sites provide high discount to customer and introduced seasonal sales which aids in gaining customer’s attention. Further, with the introduction of free shipping strategies, customer feel online shopping more affordable then in store leading to positive shift towards online mode after Covid. In the current time, large amount of discounts are offered on the online shopping and carious coupons are also allotted to new customer that leads to increasing preference over online shopping model. It has been identified that ASDA provide blue options to customer that help in gaining benefit of high discount and free shipping options to customer. Further, it has determined that AI have been introduced in online grocery model which aids in providing fast and personalized services to customer. However, due to continuous price fluctuation, privacy issues, technical issues in website are major challenges faced during online grocery shopping. Further, customers are unable to ensure quality of the product and services which result in impacting on overall satisfaction.
Recommendation
Below mentioned are various strategies and policies that should be adopted by ASDA’s manager for enhancing customer’s experiences from online shopping:
References
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