Discussion on Hypothesis

Question: Discuss about the Hypothesis. Answer: 1st hypothesis: customers prefer online shopping In the first hypothesis, the researcher aims at evaluating the requirements of the online shopping from the point of view of the Myers customers. From the information being acquired from the data collection method related to the research topic, the researcher has been able to find that almost 38% of the shopper prefers the online shopping over the retail store shopping. The main reason behind the selection of the online shopping for the customers has been owing to the provision of the shopping even in case of busy schedules of the individuals where almost half of the respondents agreed on the fact. Of the total respondents, 30% of the customers find it very easy to shop online owing to the lesser frequency in visiting the stores. Moreover, 34% of the customers have been facing difficulties and have been feeling uncomfortable with the online shopping and almost 41% of the of the respondents are of the opinion to increase the standards of the online shopping system. 2nd hypothesis: customers prefer retail shopping In the first hypothesis, the researcher aims at evaluating the needs of the customers for retail shopping. From the data analysis, it can be evident that nearly 34% of the customers believe that the online shopping is not very convenient in case of Myer. Moreover, almost 48% of the individuals believe that the retail shopping has not been outdated and that it can be still be preferred by the customers in todays context. Out of the total respondents, almost 67% of the population are attracted towards the provision of the verification of the quality of products as being available in the shopping in store. From the analysis of the above discussion, it can be found that more and more customers of Myer are opting for shopping offline through the company stores as most of them have not been able to trust upon the online shopping system of the organization. The customers are also of the opinion to renovate and enhance the standards of the online shopping system of the company which could be more comfortable and convenient for the customers. Recommendations There are various factors that help in affecting the shopping behavior of the customers. From the analysis of the research process, it can be found that almost 51% of the customers of Myer have been shopping in the company stores for less than 3 years which is a good sign for the company that more and more customers are attracted towards selecting the company. Again, almost 12% of the customers of the company have been shopping with the company since more than 7 years. It has also been found that more and more customers of Myer are opting for shopping offline through the company stores as most of them have not been able to trust upon the online shopping system of the organization. Thus, the company requires to enhance its customer service standards in order to retain its customers and build brand loyalty among its customers. Again, almost 41% of the customers are of the belief that the company needs to implement appropriate strategies for improving the online shopping options. Moreov er, the customers of Myer are attracted by the availability of the options for the shopping including the online shopping. Hence, the company should also be looking forward to the improvement in its online shopping applications by integrating more secure system within its transaction process such that to gain trust from the customers for using the online services being provided by the company in this digital world. This change in the business strategies of the company would be helping it in enhancing its productivity and profitability in the future. Conclusion The objective of the study was to identify whether the customers in todays context are interested in online shopping or in retail shopping. In order to identify the answer of the research question and to meet the objective of the study properly, the study has conducted the analysis of both the data that are secondary data and primary data during literature review and survey data analysis. After conducting the literature review and primary data analysis, the study has identified that the buying behavior or the buying decision of the customers depend on several factors like, quality of the products, quality of service, availability of the online and retail shopping options, time factor, availability of products, availability of options and many more. In the analysis of the primary data that has been collected by surveying the customers of Myer, Australia, it has been identified that the customers of the company are attracted to both types of shopping options available at Myer that are online shopping and retail shopping. However, some customers are there, those are not at all comfortable with technology. In this case, the management of the company can introduce such a technique of online shopping that will be simpler and easier. The findings of the primary research of the study has also identified that most of the customers of the company believe that for them both the online and retail options of shopping are important. On the other side, the findings of the study has also identified that most of the customers of the company that is Myer believe that the company needs to improve their retail and online shopping options. This is because the customers have faced problem at the time of shopping through using both the shopping options. At the same time, the company or the management of the company needs to take care and advanced strategies for attracting the male customers. This is because as per the survey results, the number of female customers are more than the number of male customers at Myer. At the same time, the research findings have also indicated that the management of the company needs to take proper care of the customer retention within the organization. Therefore, from all the findings of the study and the review of the existing literature, it can be concluded that most of the customers of the organization that is Myer are in favor of the retail shopping. However, it cannot be said rather it will be wrong if the company does not concentrate on the online shopping. This is because there are some customers those are technology friendly and support online shopping. Therefore, in overall basis it can be said that though both of the shopping options that are online shopping and retail shopping are important in todays context. However, it is also needed to be understood that retail shopping is more preferable option for shopping than that of online shopping. Reference list Panigrahi, K., Pandey, A., Nande, V. and Attar, F., 2016. Android based M-Commerce Application Using NFC.Imperial Journal of Interdisciplinary Research,2(4). Turban, E., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2015. Social Commerce: Foundations, Social Marketing, and Advertising. InElectronic Commerce(pp. 309-364). Springer International Publishing.