Attitude of Students Towards Online Shopping From Tesco in Durham

ATTITUDE OF STUDENTS
TOWARDS ONLINE SHOPPING

FROM TESCO IN DURHAM
Presented by-
Samreen
Elsie
Carrie
Kwasi
Maryann
ABSTRACT
 Need to understand the factors why students purchase online
from Tesco, in order to capture large share of the existing &
future internet market.
 Impacts on users, demographics, on attitudes towards the
purchase
 Better knowledge will assist companies to understand &
segment their market & design effective MarCom.
 Study the perceived consumer benefit by students.
 Sample of 100 students from Durham University to analyse
their attitudes & consideration as to why they buy goods online
from Tesco.
 Presentation provides information about Tesco, background,
research methodology, literature review and conclusions.
BACKGROUND
 Internet = not only networking media but means of transaction
for consumers a global market.
 A study at International Data Corporation , U.K. indicates that
future forecast for online shopping in Great Britain looks
promising.
 Attitudes serves as a bridge b/w consumers background,
characteristics which satisfies their needs ( Kotler et al, 2000)
 Tesco is largest food retailer in the world. It provides services
through its subsidiary Tesco.com online.
 Trend indicates that students at Durham have moved towards
more of online shopping especially Tesco as its economical.
TESCO.COM
 Tesco plc. founded their Internet service, Tesco.com, five years
ago.
 By the end of 2006, 16.9% of humanity had internet access.
 Over half (55%) of all internet users research products online
before making purchases.
 According to IMRG data, UK online spending in 2010 grew by
17.6% to reach a total of £58.6 billion.
 Advantages of online spending are wide choice of available
products, convenience of shopping at home and lack of time
pressure due to opening hours and holidays.
 Also provides economical deals with great offers and deals in
student budget
LITERATURE REVIEW
 Factors influencing students online shopping attitude in
general has been researched and documented in traditional
consumer literature.
 Website offers a great degree of interactivity which is a
strong factor in support of establishing relationships because
student generally like interactive envt. rather text envt.
 Students in Durham especially being a mall county with less
options compare the PERCEIVED BENEFITS b/w
shopping channels
 Main motivation is the convenience to shop online rather
the steep walk in store.
 Other factors= ease of search, good price/ deals, wider
choices, fun, time saver( Delhagen, 2006)
The following theories are related with consumer online
behaviour.
 Theory of Reasoned Action and Theory of Planned Behaviour
  Attitude toward the behaviour

 The Technology Acceptance Model
  Individual’s psychological state to use technology

 Theory of Adoption of Innovation
 Channel Tradeoffs and Transaction Costs
  Consumers are likely to choose the channel that minimizes

perceived transaction costs.
 The Perceived Benefits Theory
 Consumers feel a benefit while buying the goods

METHODOLOGY
 Quantitative data
 Students found out to be frequent users of buying
online from Tesco after using unstructured
questionnaires
 100 filled in questionnaires
 Majority of Postgraduates were found to purchase
more from Tesco online.
 45- Postgraduates
35- undergraduates
20- PhDs
DATA ANALYSIS
 Students perceived benefits important
 The data collected from the responses of questionnaires will be
fed into the SPSS software.
 regression analysis
regression coefficients for independent variables: the effect of

the independent variable on the dependent variable (the effects of
the other independent variables are held constant)
 correlation analysis.
positive :  a positive relationship between two variables

(strong positive correlation: the degree of the internal
validity?)
negative : a negative relationship between two variables
CONCLUSIONS
 Relationships b/w students attitudes and company= Positive
 Relationships b/w perceived benefits and attitudes= Positive
 Tesco should maintain its competitive advantage in providing
goods at low prices which suits the budget of student and keep
themselves differentiated.
 Students in Durham prefer to buy online from Tesco due to its
high PERCEIVED BENEFITS.
BENEFITS OF PROPOSED
DATA
To study:
 Whether Tesco should keep doing online
 Whether changes of managers of Tesco have to be
made
 Whether students have got consistent service with their
payment
 Whether the delivery time is reasonable
 Whether online-shopping is relatively preferable
THANK YOU!!
ANY
QUESTIONS??

Attitude of Students Towards Online Shopping From Tesco in Durham

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ATTITUDE OF STUDENTS

TOWARDS ONLINE SHOPPING

  Attitude toward the behaviour

  Individual’s psychological state to use technology

  Consumers are likely to choose the channel that minimizes

 Consumers feel a benefit while buying the goods

regression coefficients for independent variables: the effect of

positive :  a positive relationship between two variables

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