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Consumer Attitude Towards Mobile Shopping

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Abstract
Topic
This research focuses on the topic area of ‘Consumers attitude towards mobile shopping’ in relation to Marks and Spencer, the high street retailer that is known for selling British quality goods. Marks and Spencer provides clothing for women, men and children; as well as footwear, household items and food to its consumers. This report will focus specifically on offers and discounts on Marks and Spencer’s mobile application.
Purpose
It will investigate whether the offers and discounts on Marks and Spencer’s mobile application affect female consumers’ attitudes towards mobile shopping.
Design Methodology and Approach
This project is going to use an inductive research approach since there is currently no research which links the offers and discounts on Marks and Spencer’s mobile application with consumer’s attitude towards mobile shopping in particular. This research will be generating a theory; therefore will be following “Option A- Qualitative Research followed by Quantitative Research.” Option A will be conducting 2 in-depth interviews of 15 minutes each for the first part of the Primary Research, followed by a small survey to collect quantitative data which will then be analyzed by using statistical methods.
Findings

Contents and List of Tables/Figures

1.0 Introduction


1.1 Context and Rationale
Marks and Spencer (M&S) is UK’s largest high street retailer for selling clothes to its consumers. “The 130-year-old business enjoys a
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